S.

No List of table Page No

4.1: Statistics on the status of Participants who took part in the survey
4.2: Statistics of the frequentness and ratio on the interest of the consumers
choosing only one mode for getting info in respect to the product
4.3: Statistics of the roots of info for different products
4.4: Statistics on the disagreement on the requirement of info and the preference
of spending time on the purchase of products
4.5: Explanatory statistic tally for info and time spent to make a purchase
decision of a product
4.6: Awareness about the usage of internet:
4.7: Frequentness of the presence in online
4.8: Explanatory statistic tally for info and time spent on the usage of
internet and the frequentness of the online presence
4.9: Intention of the usage of internet
4.10: Explanatory statistic tally for info and the Intention on the usage of internet
4.11: The inclusion of online activities in their marketing strategy
4.12: Explanatory statistic tally for info on the inclusion of online activities in their marketing
strategy
4.13 : Significant aspects encouraging participants to prefer the brand on internet
Explanatory statistic tally for the significant aspects encouraging participants to prefer
brand on internet
4.14: Explanatory statistic tally for the significant aspects encouraging participants to prefer
the brand on internet:
4.15: Choice for the advertorial or TV Ads
4.16: Explanatory statistic tally for the choice of advertorial or TV Ads
4.17: Benefits of Digital Marketing over traditional marketing
4.18: Preference for Online advertising as it is SAFEST to use
4.19: Descriptive statistic scores for Preference for Online advertising if it is safe to us
4.20: Loopholes in Digital Marketing over traditional marketing tools
S.No List of Figure page no

3.1: Systematic Flow followed in Digital Marketing Company

3.2: Digital Marketing Flow – Executives wise

4.1: Pictorial Graph view of the roots of info for different products

4.2: Pictorial Graph view of Details for information and time spent to take decision

purchase of any commodity

4.3: Pictorial Graph view of responses related to the usage of Internet

4.4: Pictorial Graph view of responses on frequentness of the presence in online

4.5: Pictorial Graph view of responses related to inclusion of online activities in their

marketing strategy

4.6: Pictorial Graph view of Choice for the advertorial or TV Ads

4.7: Pictorial Graph view of Benefits of Digital Marketing over traditional marketing

4.8: Pictorial Graph view of Preference for Online advertising as it is the SAFEST

4.9: Pictorial Graph view of Loopholes in Digital marketing over traditional

Marketing tools
The Study: Effectiveness of Digital Marketing on Consumer Behavior

Introduction
Digital marketing is referred to as web marketing or online marketing. Through this, marketing of
products and services is done over the Internet. The interactive nature of Digital marketing wherein
instant and elicit responses are unique, has attracted the global audience.

The objective of this dissertation is to find factors that influence the online consumer’s buying
behavior. After reading the literature regarding consumer characteristics and online consumer
characteristics, I acknowledge to suggest certain factors that have certain significance for the online
consumer.
The Internet may be a worldwide accessible series of computer networks that transmits information by
packet switching using the quality Internet Protocol. It is a "network of networks” that inheres many
smaller business, domestic, academic, and government networks which together carry discrete data
and services, through the interlinked Web Pages and other documents of the World Wide Web.
Initially, the research scientists, students and academicians used the Internet essentially. Nevertheless,
we see the changed scenario nowadays, as many commercial organizations have switched on to
associate with the World Wide Web for giving an opportunity for online shopping as well as for their
promotional campaigns. The Internet has developed into a worldwide susceptible marketplace for
information exchange and e-commerce. The World Wide Web is of crucial importance to the
consumers as it supports with information and services which is particularly relevant to firms.

According to Vesterby and Chabert (2001) the Internet is obvious for companies to acquire
information about their products or services gettable to their customers or potential customers. A
company can please the consumers’ individual need of information at a low cost corresponding to
sending out product brochures for instance. A user has the liberty to select any information from the
websites through which the information provider may achieve better understanding of the user’s needs
and wants by gathering data.
It could be said that there no much of principles that is needed for using internet. A customer has to
take some efforts to identify the site that is needed and the services of that site. According to Vesterby
and Chabert (2001), the companies that do own particular place of marketing should go online for
marketing so that the buyer finds and knows their names.
 The manufacturer must recognize the decisions and the buying choices of the consumer which
is necessary for the online market because based on that the ads can be displayed. The flexibility to
make decisions and to take control over the production that is going to be delivered to the buyer so that
the ads can executed by them. The distinct theories that the marketer publicizes will make the
customer can understand their means of the products and the marketer can also understand their
behaviors on their purchases.

According to Allred, Smith and Swinyard, the online customer must have a literacy level
regarding to computer and using internet for better online marketing. Further Donato and Garcia have
pointed out the customer must have the following attitudes: an older person, should have extra money,
creative, ready to risk, not bothered about the price and should have a positive attitude towards
marketing and its advertising.

Though these features may be similar, the analyzing of the consumer on online is difficult.
There’s a lot of improvement and development that has taken place in the e-commerce that finds
various consumers with varied behaviors. Few characteristics are explained further.

SCOPE:
In the current world, Digital marketing is not only blooming in the developing countries but also
finding an important place in the most developed countries. A lot of job opportunities are created in
the digital marketing domain which is calling for the need of understanding the consumer behavior in
the digital world.

 Digital media is attracting mass attention as it’s the newest thing in town. Since we live in a
new era and are experiencing a revolution; we are moving from our traditional to digital media.
 Digital marketing is very flexible. There is absolutely no restriction of the place you are. These
days of COVID-19 are a great example as all work in the digital world are spontaneous and can
be done from home. Even wanting to order and buy food can be done at your fingertips
through your smart phone or a computer.
 Accessing internet is very easy. It is user friendly and its operations really easeall consumers.
  Communication through digital media has the fastest reach. Any information posted or wanting
information can be done at the fastest mode.
 The statisticgrowthof job opportunities are being increasedand many professionals are entering
this field.
 The internet led digital marketing has overshadowed the traditional media by its high
engagement factors. The revolution has begun as the brands and companies emphasize on ad
campaigns which run on the internet over the television.
 Digital marketing ad campaigns are of lower investment which in turn draws higher returns.

Digital marketing is at its peak. It enables any business to be open round the clock. The products
that is offered on the internet is convenient for customer, they can browse online stores and place
orders at any time.

NATURE OF CUSTOMER BEHAVIOUR:

Donald Rogan (2007) defines the relationship between consumer behavior and marketing strategy. He
says, “The strategy is to increase the probability and frequency of buyer behavior. The requirements
for success in doing this are to understand the needs of the customer and the consumer. ”Cisnall
(1995) points out that human needs and intentions are inevitably intertwined and that the relationship
between them is so close that it becomes a challenge to identify the real difference that characterizes
them. People can buy new coats because it protects them against the weather, but in reality its main
requirement may be to follow the latest fashion trend. Buyer traits explain important principles and the
way consumers portray and accept stimuli from advertising. Consumer choice is affected by a number
of individual characteristics that are linked to the specific needs of the consumer (Kotler & Armstrong,
2007).

Consumer Properties:
Consumer traits can be categorized as: cultural traits, social traits, personal traits and psychological
traits. These characteristics are identified by the marketer to identify the consumer and determine the
strategy for what type of consumer should be targeted. Therefore, these properties are used to divide
the market and target specific consumer groups.
Community faces:
Community faces are classified into 3 variant categories orientation cluster, Families and Social
prestige status.
Orientation clusters - Kotler and Armstrong (2007) stats that Orientation cluster also known as
reference groups were affect the individual’s quality. Probably the individual quality were affected by
small groups so their identity fails.

Individual features
The following terms were used for individual features. It classified as general category and Spiritual
Features.
 The Age and Life-Cycle Stage:
 Occupation:
 The Economic Situation:
 Style of living:
 Personality:
 Self-concept or Self Image:

 Psychological Characteristics:
 Enthusiasm:
 Sensitivity:
 Wisdom:
 Principles and Attitudes:

SEARCH ENGINE OPTIMIZATION (SEO):

SEO stands for search engine optimization. As a user point of view Now a days there is everything
known through the search engines only. The search engine such as Bing, yahoo, Google were tried
to show best results to their users according to their search terms. For that purpose the search
engines used so many algorithms and techniques. For Eg., Google the top most search engine which
was used by most of the countries using various algorithms with birds names such as Penguin,
Piegeon, Panda and so on. With the help of those algorithms they used to give page ranks, fresh
content, pure content and so on.
The users of the web are want to know some real facts means they have to come and search through
search engines and got their knowledge only. The search engines such as google, yahoo, ask and
soon are used to search the content from their database and tried to give the valid search results to
the search users. The search engine used to give their results in order which was resulted from the
algorithms. The optimization is nothing but the top of the order.
How to become the top of the order?
Once the website admin, owner or developer concentrate on the algorithms which was followed by
the search engine and following the same then they will become top of the order which is seems to
be optimized .

SEARCH ENGINE MARKETING (SEM):

SEM is the abbreviation search engine marketing, what is search engine marketing (SEM)? The
SEM is the term denotes that the advertisement or the promotion happened in search engine itself.
The users of the web are want to know some real facts means they have to come and search through
search engines and got their knowledge only. The search engines such as google, yahoo, ask and
soon are used to search the content from their database and tried to give the valid search results to
the search users. During that time the promoters want to promote or advertise their product
according to their search term which is also know search key phrase. The though behind this is, the
search user wants to use the product or service that’s why they used to search of it. So at that time
the promotion results make them covert easily as leads and close the business positively.
SOCIAL MEDIA MARKETING (SMM):

SMM is the abbreviation of Social Media marketing which is trend setter among marketing
technologies in today’s world. Now a days pupils are spending their lot of time in social media such
FB, Instagram, tiktok, share chat, snapchat and so on. During that time the business promoters or
the advertisers make their product to view in very attraction manner so the viewers must watch the
attractive content. In the attractive content business promoters or digital marketers fuse their
product features in very prompt manner so the viewer attract to it and made his mind to lead for a
sale. So among digital marketing techniques this can be strongly believe by the promoters.
WEB ANALYTICS:
Analytics are in various types among that web analytical is somewhat interesting like the admin
user or owner of the website can analyze whom are using their website, the location of visitors, the
user’s device and everything which is related to the website is calculated and shown as Pictorial
Graph report to the admin. So the admin user or the owner of the website can improve the website
accordingly. This is most useful feature in online digital marketing to improve the business ratio.

ONLINE CREDITABILITY MANAGEMENT:

“For a credibleness management system comprising a minimum of single server with a processor and
non-transitory computer-readable memory, a computer-implemented technique for
facilitating period management of one's credibleness across a plurality of on-line sites”.

DECLARATION OF THE PROBLEM:

The technology of the day has developed variably by making it comfortable for the customers to
find internet as the one stop point for all the requirements. People look into the internet for
entertainment, shopping, education and all kinds of search. Nearly 70% of the consumers are
accessing the web every day. But the users use it only for their personal use without looking into
the general views. Do the users have a look at the ads, banners etc.? Does online advertising reach
the customers? Do the users remember the marketing or the manufacturers? Are all these reachable
to the target groups? To understand, the effectiveness of internet and the digital advertising, this
study is sought out.

OBJECTIVE OF THE STUDY:

 To understand the element in digital media .

 To understand the effectiveness of branding through digital media .
 To understand the effort behind fulfillment of brands objective through campaigns .
 To choose appropriate media for communication .
 To maintain relationship with clients .
 To study the different criteria of digital marketing services.
 To study the growth of Digital marketing.
 2. Review of Literature
Literature on Integrated Marketing Communication

Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education, 2006,

Integrated marketing communication will create strong news consistency and greater sales impact. It
forces management to think about how the customer interacts with the company, how the company
maintains comparative importance and time issues for each vehicle. It gives you some responsibility to
integrate the brand image and message of the company through thousands of corporate activities. IMC
needs to improve the company’s ability to reach the right customers, with the right message, at the
right place at the right time. Thus private and non-individual communication channels should work
together to achieve maximum impact.

Warren J. Keane, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd., 2002,

The revolution department is decided to convert the seller’s product in to customers benefit. It is very
important to compete in today’s market regarding the prices so the customer needs more benefits than
the competitor’s seller division. So they got in less amount by reducing the profit of seller or vendor. It
is very important to maintain a team to observe this and think innovative ideas to boost their sales and
make new consumers as well. In otherwise the competition will be over headed and no one can leads a
good business. This is very clearly accepted by all business people of this decade from various
locations of the world.

Integrating Online and Offline Marketing Together, Fitzpatrick Michael, Direct Marketing, October
2003,

The time has come for the concept of integrating online and disconnected promotion to build success.
When many companies view their online and offline endeavors as dispersed entities, aspiring vendors
slowly realize success by integrating across all channels, giving consumers the access, choice and
convenience they seek.
“Viral marketing is an IMC technique that is often used for trendy brands; Marketers are increasingly
acknowledging that viral marketing is an important IMC tool because it offers the benefits of traditions
and the effectiveness of advertising. The virus marketing company promotes its products using Word
of Mouth Marketing (WOMM), uses individual communication networks, and relies on their personal
recommendations to sell products. Companies are actively pursuing virus marketing by stimulating
discussion about their offers.” (Crockett, J. et al. 2004).

“In another definition of IMC provided by a well-known author in IMC literature, Kliatzko (2005)

reflects a similar view. Author of this paper, IMC is the perception and method of purposefully dealing

audience-centered, channel-centric and decision-driven variety communiqué plans over time. This

description is a little more specific and emphasizes channel-centric and audience-centered

communication along with strategy and accountability. Managing and integrating the company’s

communications integration across unalike broadcasting and channels is a key feature of IMC. IMC

includes a process / project aimed at providing sustainability and impression by integrating

communications across different media (Larich & Linac, 2009)”

Kitchen & Schultz (1997) believes that combined promotion has momentous value to the

communications company, especially in reducing expenses and having superior governor over the

marketing communication program. Duncan and Everett (1993) support this by expanding the benefits

of gaining reasonable 0improvement through the IMC.

However, as radio, newspapers, and technology have become an integral part of everyday life, the

future of marketers now appears to be digital (Paul & McGrath, 2009). There have been ideas such as

merging to bring versatility to the communication media used. Accumulation signifies a paradigm

shift - from medium-specific content to content flowing across multiple media channels, increasing

interdependence of communication systems, multiple ways of accessing media content and top-down

corporate media and (Jenkins, 2006)

According to Kotler & Armstrong (2003), there are five traditional IMC elements cited: advertising,

sales promotion, direct marketing, personal marketing and advertising / public relations. According to

the Institute of Practitioners in Advertising (IPA), advertising refers to "the means to deliver the most

consistent sales message to the right opportunities at the lowest cost." Kotler and Armstrong (2003)

offer an alternative definition: "Advertising is any form of payment that is not personally offered and

promotes ideas, products and services through mass media such as newspapers, magazines, television

or radio with an identified sponsor".

“According to Berkin (2003), the reality is that as fast-paced, attention-grabbing, time-poor, channel-

snatching viewers living in a fast-paced, attention-grabbing world, technology is rapidly changing and

globalization is changing consumer behavior around the world. Today customers have more control

over what they want to see and read, so IMC needs to design the corporate campaign to suit the needs

of the market.”

The IMC tries to maximize the positive message and try to minimize the negative once and for all and

communicate with them using the right tools. “A successful IMC project uses the right combination of

tools, defining their role and coordinating their use. The company should use the communication

system to provide the best way to deliver the message to the target audience. (Duncan, 2002).”

IMC supports the Aida model, where it helps attract consumers' attention, generate interest, generate

interest, and facilitate the purchase process. The Aida model, developed by Elmo Lewis, is a set of

step-by-step steps that describe the stages that each customer goes through until the purchase process.

This basic model guides the copywriters in writing persuasive copy. AIDA is an acronym of

Attention – Attract the attention of the target audience and get them to agree. This leads to creation -

Interest – In the central theme of advertising, it presents a powerful selling point, which is stimulating

Desire – To give a positive response and ultimately to act positively –

Action – Purchasing the product or inquiring about the product.

Tools of IMC
As mentioned earlier, more and more resources are being set aside from traditional mass media

advertising and used in other communication tools. This allocation of communications budgets is an

important part of the IMC. (Holm, 2006)

The classic tools –

The difference when using IMC is how the strategy and composition behind the application is

integrated.

Advertising

The creator of mass media advertising, or awareness, is "spreading non-personal, one-way, planned
messages paid by an identified sponsor to a wider audience in order to influence their attitudes and
behavior. (Duncan, 2002, p. 506). Advertising is very common on all IMC tools, which equates to
marketing for many. It is a very broad tool and the primary purpose is to create awareness. "

Personal selling

Individual sales are defined as “two-way communication” in which a seller describes brand features

based on the buyer’s advantages. (Duncan, 2002, p. 617). Also known as face-to-face operation, it

involves marketing to one another using face-to-face communications. Previously, individual sales

focused primarily on sales, but now the focus should be on solving problems and adding value.

Sales promotion

Sales promotion [SP] and value-added communication, which is a communication tool that encourages

people to take action by adding value. It is "a short-term, value-added offer designed to encourage and

accelerate a response" (Duncan, 2002, p. 569). SP is used to force customers to buy or promote

coupons, price reductions, discounts to reduce a few names and other stages of the decision-making

process. It is important to know that this works in the short term.

Events & sponsorship

Event marketing and sponsorship are not the same, but they are common to each other. They are
designed to build engagement and are useful for bonding customers with a brand or company. Used to
engage in event marketing, increase awareness, reach audiences and gain publicity. Sponsorships have
increased throughout the year, both of which vary and add value. Definition

"Financial support of an activity in the transaction of a company, person or brand advertising and
association." (Duncan, 2002, p. 640). This article won communications as an excellent tool in
marketing. There are many media in the field of marketing through which advertising messages can be
conveyed to the consumers. The marketing manager should use all the media in their thinking to
determine the right mix of the right media and best convey their message to the target market selected
at the right frequency in each.

This article argues that the media should work together to deliver an integrated message to consumers

with a feedback mechanism for engaging in two-way communication for the consumer and the

company. The importance of oral communication, often overlooked by marketing managers, has also

been noted. It is closely linked to integrated marketing communication because the media must come

under one umbrella, or the message must be sent, which includes all the media used to ensure that a

clear message is conveyed to the consumer.

Therefore, the marketing manager should be creative in their plan not only to differentiate their

marketing from the clutter in the advertising world, but also to create the most effective and cost

effective marketing mix as possible. The brand needs to engage with consumers to facilitate its

success, and one way to achieve this is to advertise in an organization or environment where the brand

can borrow at interest or praise the brand.

Literature on Digital Marketing

Digital marketing users in one-to-one marketing, Fosket, Sally, direct marketing; November 1996,
Online services go to the opposite end of the marketing spectrum

Personalized "one-to-one" marketing "mass" marketing. Online retailers communicate with

prospective clients instantly and directly, and can provide instant fulfillment. Marketers with carefully
designed global websites already interact with the computer, prospective customers or on a personal
basis, the ATM does in a very primitive style. The one-to-one approaches online are innovative and
more attractive in their pioneering features, offering significant new challenges. Notable feature is
access to customers. Communication and information technology development has promoted the
emergence of new communication channels that have increased the options available to companies to
develop relationships with customers.

How important is internet marketing to a company's success?

“There are no right answers to this question. It depends on the nature of the business tax of a company.
Many companies currently use the Internet as major business transactions, such as Dell and Air Asia.

Besides, during the entire procurement decision-making process, customers not only use the internet
privately to search for products but also use other media such as print, TV, direct mail and external.
These media are still playing too much

The key role of marketers in interacting with customers, for example, direct or direct marketing is
more or less helping marketers build trust in customers and encourage them to buy products.
Therefore, it is good to use the Internet as part of a multi-channel marketing strategy that defines how
different marketing channels should integrate and support each other based on their comparative
qualifications for customer and company.”(Safi et al. 2006, 5)

According to Nielsen, 92% of consumers report that "word of mouth and suggestions from the public

[they] know" are a major influence on their purchasing behavior. Only 37% trust search engines and

24% trust online banner ads. They trust their friends and family more when looking for brand

suggestions. But what kind of suggestions are overweight? Brands are eager to tap into power
Recommendations and many companies measure an "NPS" or net advertiser score, which explains

how likely it is for someone to recommend a particular brand or company. According to a UK study

by Fred Richeld, "a 7% increase in the purchase of oral advocacy will open up 1% more institutional

growth." His research found that “a 12% increase in brand advocacy, on average, increases the

revenue growth rate by 2x and raises the market share” and, in contrast, a 2% reduction in the negative

word raises sales growth to 1%. ”

It is important to understand the relationship between digital communication and traditional

communication in older media; For example, the communication model is one to many compared to

one or more of the many communication models in digital media such as TV, radio, newspapers,

magazines and billboard advertisements, blogs, social networks, wikis. And other social media (Safi,

2003).

With the increasing fragmentation of the media and customers, the new communication channels such

as the Internet and mobile communication technologies have created the mass communication

revolution - the need for a new approach to market communications, which can ensure the consistency

of centralized management and communication messages sent to different audiences (McArthur, 1997;

2002; Smith, 2002).

Fox (2006) states that social media is perceived by consumers as a reliable source of information about

products and services, rather than communications created by companies that spread through

traditional components of the promotional mix.

Johnson & Greco (2003) explain that desires and different beliefs from different clients may require

certain information and communication strategies. Communication channels and strategies now differ

widely from previous times or offline times.

Digital marketing today is seen by many practitioners as a new platform for market communication,

with Facebook, blogs, Twitter, YouTube and LinkedIn (Steltsner, 2009) on the list of users of different

media.
Traditional marketing efforts have focused on accurately segregating potential audiences and

determining which channel to advertise through, but users of online social networks are often

segregating themselves. For example, users of Joga are football fans, users of communities are

interested in Adobe, and MySpace users have the opportunity to provide any information about

themselves and the options they want. Marketers can spend less time focusing on the news they use

and segregating the right audience.

Another benefit of marketing in the virtual community is that once visitors enter the network they can

ignore the promotional messages, but they cannot avoid them (sink). Take Adobe communities, for

example, which do not use external ads or popup ads (which regular users can easily avoid), but

advertise by immersing the entire network in their respective marketing efforts.

Digital marketing communication moves from individual marketing to mass consumer communication

rather than from one marketing organization to another. A person can now be as effective at

disseminating positive and negative information about a company as a company promotes itself.

Social networking is partly the result of changes in online communication channels that allow

information and misinformation to be spread quickly and easily, but these communication channels are

partly activated by such social networks.

The origin and popularity of social networking websites and social media make it as easy for a person

to interact with thousands of total strangers in real time as it is with a close friend. Social networking

sites were also an excellent balancer, making it as easy for an individual to create or break a marketing

brand as it is for a large company - as well as for an individual to represent an honest “grassroots”

person. No corporate motives. A social networking website here allows "Internet users the ability to

add user-generated content: comments, feedback, ratings or their own dedicated pages" (iProspect,

2007, p. 3). For anyone editing information about a company or person, the official whitewashed

company version implements a view that is not necessary.

Distribution of products, information and advertising benefits to target customers through interactive

communication to allow responses to be measured. It calculates direct connections with individual

customers who are carefully targeted to get instant response and foster a lasting customer relationship.

(Jaber, 2007)

In Finland, nearly four out of five Finns aged 15 to 74, or more than three million, used the Internet in

the spring of 2007 (www.stat.fi). To accurately understand how the Internet presents new

opportunities for the traditional marketing model, it is necessary to explore it in terms of the traditional

but still applicable marketing mix.

However, due to some limitations the researchers focus only on the first major and traditional 4PS in

this study.

“According to Philip Kotler (2003), product solution for customers' needs and / or needs It refers to the

characteristics of a product, service or brand. The Internet offers key product variation options,

extended product conversion options, online research, speed of new product development and new

product spread (Safi et al. 2006, 217 - 222). Many digital products can now be easily purchased online

through the providers' website. For other products, instead of delivering real products to customers,

many companies publish detailed product information with pictures or images. Thanks to this, there

are opinions about different types of products even if the consumer stays at home. Besides, for some

companies, buyers can customize the products. Dell is a typical example. Through its websites, a

customer can create a laptop or desktop with the desired functions and features. In addition, companies

will be able to offer more comprehensive product user guides, packaging, and warranty in a new way

after the sale. For example, new drivers for computers or software or updated packages can be easily

downloaded via the makers' websites. It facilitates both the buyer and the seller / manufacturer. In

addition, as the process of testing new products is much faster and more effective, it is obvious that the

Internet provides a new tool for quickly gathering customer feedback and accelerating new product

development. Information about new products spreads very quickly and easily.”
Price is a very flexible element compared to the other three components of the marketing mix because

it can be quickly adapted to the needs of the market.

Companies can use the Internet to generate different prices for different clients in different countries

based on IP (Internet Protocol) analysis technologies. Buyers can find price differences by visiting

companies' websites or price comparison sites. Apart from these, the Internet reduces the cost and

price of a product by reducing the operating costs of stores and the number of employees. Therefore,

the Internet is considered to be the most effective marketing tool.

“(P. S. Verma et al. 2003, 135-156). Along with these improvements, many new payment methods are

being developed. Online payment methods using credit cards are the most popular, efficient,

convenient and flexible way for companies and customers. Bills can be paid anytime, anywhere. Also,

companies can reduce costs by reducing paperwork as customers fill in all the information themselves,

such as their own information and credit card information.”

“Location in the marketing mix refers to how the product is distributed to customers. The new method

of distributing goods through online sales is provided by the advancement of the internet. Customers

can make their purchasing decisions at any time. The Internet has a huge impact on location in the

marketing mix because it has a large market space (Allen and Fergemastot 2001, 14-23). Companies

can now expand their business from local areas to the entire country and even to the international

market. They can use the Internet to exploit new markets with low-cost international advertising

because there is no need to install sales infrastructure in different countries (Safi, 2006, 237-243).”

Public relations: “The Internet is a new medium for public relations (PR). Blogs, podcasts / Internet

radio shows, online newsrooms, and media tools provide companies with new opportunities to publish
news directly, while in traditional marketing they wait for the occasional release (Safi, 2006, 243-

245)”.

It is predicted that the 21st century will be the century of technologies for everyone, every company,

every company to transform their works so easily and effectively. “The popularity of using the

Internet, coupled with the advancement of the computer hardware and software industries, has

completely boosted e-marketing growth in the entire process of pre-sales to after-sales buying and

further development of the customer relationship. Newcomers in this area should consider the use of

these modern channels very carefully. The role of the internet market is to support multi-channel

marketing (Safi et al. 2006, xiv - xv), a combination of digital and traditional channels at different

points in the buying cycle.” They need to understand what the main marketing channel is and what the

support marketing channel is. Below are some results from different articles and research that will

touch on many different parameters for many companies to pursue internet marketing.

Consumer privacy

“In an effort to further understand New Zealand consumers, Chung W. And Panther J. Consumer

privacy information to ensure that their customers' information is not misused. Some solutions were

discussed in this study to protect the privacy of customers. According to the authors, solutions such as

law, self-regulation and technical solutions were combined to increase its effectiveness”.

“According to Lieberman Joshua and Stoshevsky Shmuel (2002, 291-300), factors that prevent

consumers from using and trusting e-commerce include Internet credit card theft, fear of providing

personal information, pornography and violence, widespread Internet advertising, lack of physical

contact, purchases Not received, missing human factor when making internet purchases, internet use

addiction. Participants in this study came from different genders, group age, higher / lower educational

background and different marital status. Other variables are for example internet user / non-user,

online purchased / not purchased online and heavy / light internet user”.
“According to Safi et al. (2006, 381), paid search lists or advertised links are very important for any

company to be found in all search engines. In order to reach the highest positions and continue to

appear, websites need to take the bidding strategy and consider the ratio very carefully. The auction

strategy helps advertisers increase their exposure on BBC search engines such as Google, Yahoo or

MSN”.

“When using Google, setting the maximum effort on the Adwords platform means how much the

advertiser is willing to pay for clicking on a particular keyword. Based on other advertisers bidding for

the same ad, you may be charged less, but not more than your prescribed limit. The maximum bid you

set is one of the key factors that determines what your ranking number is in the list of sponsored links.

If for the same period, you bid Higher than other advertisers, your ad will appear in the first three

places. If you bid too little, your ad may or may not be listed on the first page of the end. Meanwhile,

the click-through ratio represents 27 people clicking on the link. It also takes into account clicking by

Google rate to rank sponsored links. When the click by link rate is low or zero, the link will be

dropped below or removed from the sponsored link list”.

“Microsoft's MSN is Google's main competitor in this market. Any company should be careful in

calculating the advertising costs associated with the actual purchase or lifetime value that can be

obtained from the average customer. In addition to exploring the cost per click (CBC), companies

should also take into account the conversion rate when visitors visit their websites”.

“Interactive marketing refers to placing advertising banners on other websites. If ad site visitors click

on advertising banners, visitors will be redirected to target sites. In some respects, it is very similar to a

one-click search engine. The main difference between these two types of marketing activities is: there

is no interference from third parties or search engine providers. In addition to the traditional banner
ads (468 by 68 pixels), there are now a variety of interactive ads such as pop-ups / layer, video ads or

new large format ad slots (button 2, skyscrapers, wide skyscrapers, leader boards). For example, the

main objectives of interactive advertising are: providing detailed information about the offer of the

target site, leading to sales and brand awareness”.

“The foundation of interactive advertising results in the emergence of many new words, for example

page appearance (which occurs when an Internet user looks at a webpage), advertising thinking (which

occurs when a person sees an ad on a webpage), reach (many unique individuals view an ad), and click

(each time a webpage When a visitor clicks on an advertising banner they lead to the target website)

and click through the rate (CTR) (which is the number of clicks your ad receives on your ad sites

(http://adwords.google.com)). According to research (2007), in Europe, the click-through rate

decreased from 0.33% in 2004 to 0.18% in 2007. Compared to other countries, the CTR in Finland is

very low, only 0.09%”.

ADTECH CEO Dirk Freddock said: “Overall the declining numbers are that in recent years users have

become increasingly accustomed to online advertising. Banners are now commonplace on the Internet.

New formats like video ads are needed to attract attention and generate clicks. In contrast Layer and

Leader boards have more recall capability across the web.

”(Http://www.adtech.info/archive2007_1/pr-070510.htm)

What is Viral Marketing?

Viral marketing [VM] is a combination of marketing techniques that use pre-existing social networks

to increase brand awareness or achieve other marketing objectives of a business. Virus marketing

helps to increase product sales with the help of various processes and modules like virus. Some forms

of virus marketing services include video clips, interactive flash games, promotional games, ebooks,

branded software, pictures or even text messages to advertise a website / business. Sometimes, the

WOM [verbal] communication and network effects of the Internet also act as a virus marketing tool.
Viral marketing is any marketing technique that encourages website, internet, email or wireless users

to send a message to other sites or users, and creates rapid growth in the visibility and effects of the

message. Viral marketing is very attractive to businesses because it can deliver shocking results in a

relatively short period of time. Advertising and marketing budgets no longer extend as far as they used

to, and are very attractive to ignore the savings saved by using viral web advertising techniques.

A well-known example of successful viral email marketing is Hotmail, now owned by Microsoft,

which promotes its email service and its own advertiser messages at the end of each Hotmail user's

email notes. They extend as long as they are used and are very attractive to ignore the savings saved

by using viral web advertising strategies. Virus marketing methods include email marketing, "refer-a-

friend", "pass-it-on", "send an article", ecards, book distribution, video email and more. Internet

professionals in Viral Bus can implement a web advertising strategy for any website or advertising

campaign. A well-known example of successful viral email marketing is Hotmail, now owned by

Microsoft, which promotes its email service and the messages of its own advertisers at the end of each

Hotmail user's email notes.

Online PR

PR refers to "public relations". In some cases, it is also abbreviated as "news release" or "press

relations". According to Safi et al. (2006, 384 - 388), “Online PR is the opportunity for a target

audience to view the positive references of a company, its brands, products or websites on third-party

websites. Online reputation management is another aspect of online PR that controls a company's

reputation by monitoring and controlling the messages that are placed about the company.”

There are many functions owned by an online PR. Communicating with the media (journalists) online

is one of the online PR activities. It uses the Internet to spread news releases via email and on-site. A

company can create a news release section on its web page or send email alerts about news that

journalists and other third parties may post. It can also choose to submit its news or publications to
new feeds online. Link Building is another function of online PR as it aims to showcase your brand on

a third party webpage.

“Jonah Lord (2013) says that digital marketing in 2012 can be summed up in a few words: mobile, big

brands and Google updates. When we look back at the events and developments that were designed

last year in the digital marketplace, we naturally look forward to wondering what 2013 will look like.

While the accomplishment of all of these will vary greatly, there is no doubt that a few areas will catch

our attention and will be the driving force behind business decisions over the next 12 months.”

1. A surge in 'second screen' value: “By the second screen I mention the mobile. With more than 75

percent of the world’s mobile devices accessible, today’s marketer cannot ignore the value of

providing a second screen value to their brands and customers”.

“Last year we undertook the task of making our websites mobile friendly - meaning responsive and

easy to use on mobile devices, but this year will be adding value in the form of mobile applications.

What value can your brand or client offer to a mobile device user? It transcends ease of use and search

capability. This type of value will be in new information, new forms of consumption and completely

new resources”.

2. The evolution of 'attribution modeling': “Last year was a heck of a year of forensics. We have

seen the development of analytical packages and solutions, channel pitchers and marketers taking a

holistic approach to what is called attribute tracking - the process of assigning a particular value to a

marketing activity”.

3. The rise of gamification: The use of game-design thinking for non-gaming applications is

gradually growing, but it can be expected to reach a critical point in 2013. Big brands, new startups

and every company in between are spending more money and resources on “gambling” their products

and services this year. The rise of easy-to-use sites such as Big Torrent Punch Tape and the intrinsic

value of the user involved make this a compelling marketing strategy.

 4. An increased focus on 'inbound marketing': With the growth of social marketing, marketers now

have to invest to add a new kind of value. Enter a type of marketing "incoming marketing" where

brands spend resources

Creating content, conversations and valuable resources that attract customers to their products or

websites without paying marketing.

5. Improved data visualizations: Updated in 2013, Foxon is expected to have beautiful data

visualization, which is a way to easily understand complex data packages. We saw big data catch fire

last year, but this year we need to make that data accessible to everyone.

6. More loyalty marketing: We all know now that getting a new customer is more expensive than

retaining an existing one. Consumers have never been connected before and are ready to share ideas of

purchase and experience. Guess what you will get? Creative ways of brainwashing marketers to feel

customer appreciation and satisfaction. Once upon a time a thought should now go to the early stages

of market charts.

7. Brands as social influencers: Thanks to sites like Pinterest and Facebook and Foursquare, we have

seen brands following an unparalleled scale, which has a legitimate impact on consumers. In 2013 we

will see brands continue to grow their communities and reach their voices, ideas and products.

8. Design is king: With the growing importance of incoming marketing and the trend of improved

data visualization comes the rise of the bar surrounding web design. With designer social sites like

Dribbble and forrst, we looked

The design community is growing rapidly and exponentially. Beautiful design is never cheap and in

demand. Stand alone in 2013, strengthen your internal resources to get your website designed faster or

contract a team.

The internet market is flooded on a daily basis. Many large companies hire digital marketing experts to

do a better job of improving their web businesses. Only small and medium enterprises are looking for
low cost solutions. Of course, if a company does not have the money to hire a service provider and

they are willing to learn as much as they can about marketing on the internet, they can do a great job in

improving their website.

RESEARCH METHODOLOGY
For accomplishing this project, I planned to use two methodologies. One is gathering data from client

servicing executives at digital marketing company and another one is a research to understand the

consumer buying behavior of Indians in digital era using an online questionnaire.

Digital Marketing Company – Sonaiya Software Solutions

Pitch Presentation: Presentation made by the company for client based on the brief, by analyzing

industry and digital media. Mostly used for new clients;

Figure 3.1: Systematic Flow followed in Digital Marketing Company

Proposal: Proposal put forward by Digital Marketing Company including campaign objective, target

market, strategy, approaches, estimated cost and outputs.

CLIENT SERVICING

Analyzing the industry and digital media for clients, formulating strategies and executing them based

on the objectives of client.

Figure 3.2: Digital Marketing Flow – Executives wise

 LIMITATIONS OF THE STUDY

Digital Marketing is an exceptional path for the propaganda of the marketing products. Though it is
very effective mode, there are certain limitations in accessing this mode.Many people around the
world are using online marketing which makes their life very comfortable and to access any kind of
product that is not available in the local market. Now let’s look at some of the limitations that Online
marketing has:

 Monetary Expenditure:
People think that investment in the digital advertisement isn’t so costly and it’s affordable. But this
thought isn’t correct. The monetization has to be done on the tools, the software and its related
hardware. There is fixed price for the software that is being created. Only creating the site isn’t
enough. It has to be on continuous watch and a person has to be appointed for work as customers
expect immediate reply for their queries. The support that is being given by the suppliers of the
software is also an investment that has to be paid on a regular basis. It can be stated that online
marketing expects monetary expenditure.

 The factor of Trustworthy:

People choose traditional marketing as the products they buy are in real and they can see and buy in
front of their eyes. But online marketing doesn’t have this facility as the factor of trust is very
difficult. After the payment online for a costly product, the consumer has a lot of tension if the
product may reach him at the right time with the right quality. Buying gold or car for example, is
difficult for a consumer to have trust on digital marketing.

 Cybercrime and fraudulence through online:

People do not trust online marketing as the security it isn’t so predictable. There’s a lot of
cybercrime that happens and some have really suffered out of it. So most of the people choose
traditional marketing.

 The breakdown of website lack of internet access:

 The utmost need for online marketing is the availability of internet. If this isn’t connected properly or
lack of it may make consumers go for traditional marketing. If the website isn’t under working
conditions or if there are any issues in it, there may be the availability of online marketing. The
business may lose customers if there is a breakdown of the website.

 Requirement of continuous updation:

The updating of the website is a regular part. The customers expect a dynamic and flexibility in
accessing the site. For this, there should be service given regularly throughout the day. Thus, Digital
marketing has certain limitations in its effectiveness but still it can be overcome it has become today’s
trend.
 DATA ANALYSIS & DISCUSSION
Analytical study is portrayed through tabular columns which consists of the information
collected from certain group of respondents. This chapter consists of the study of the views through
graphical presentations and conclusions are drawn to fulfill the objectives.

The concept of ANALYSIS means the calculation of some particular measures and their
patterns that are drawn out among certain groups.

As per the plan that is laid down in the research, the data is collected and analyzed which
helps in the scientific study for bringing in relevant info for comparing and analyzing. This process
has the activities of tabulating, classifying, coding and editing of the collected data. The parameters
of the total participants and its testing are done through drawing.
Hence, in this analysis of process, the conflicts and differences related to the statistical reports
show valid points. The categories of analysis are as follows:

 Descriptive Analysis:
This analysis shows and describes the info in a purposeful way. This studies the allocation of a
single variable by providing details of the organizations, the groups in the work with feature of
size, their choices and their efficiency.
The forthright info of the particular issues related to the research target is specifically seen in the
descriptive analysis.
The findings are in a larger and enquiring is related to the research. Detailed theoretical approach is
found which helps to study further and this stays as a proper guide for more findings. The
conclusions are drawn in an effective way.
This analysis is very essential in the study as its approaches are significant nowadays. New ideas of
investigation arise in a direct way as the researcher and the participant are in contact directly.

 Inferential Analysis:
This analysis works to find out the outputs that are drawn randomly to the participants from
which the test is obtained. The result rate is very high in this type. The parameters that are used in
this type of analysis are as follows:
 The estimating of the parameter
  The testing of the analytical theory

The researcher has followed Descriptive analysis as a tool in the present study for calculations and
analyzing.
.Descriptive Analysis of Primary Data:
The focus of this study is in the main aims of the research. The tools like mean, deviation,
graphs are used for the statistical data by the researcher.

Chennai in Tamil Nadu is one of the metropolitan cities in India. Having this key point in
mind the survey for the research work has been undertaken with 205 participants as respondents of
the study. The profile of the participants with their classification has been mentioned like gender,
age and even their jobs. The questionnaire was completely filled by the participants during the data
collection.
The profile of the participants are given as follows:

Table 4.1: Statistics on the status of Participants who took part in the survey:

Designation Gender Specific

Life
Time Professional Self
Pupils s Employ Sum Men Women Sum
ed

18 to 24
83 0 0 83 39 44 83
Years

25 to 34
17 44 4 65 32 33 65
Years

35 to 50
0 49 8 57 28 29 57
Years

Totality 100 93 12 205 99 106 205

ANALYTICAL REPORT:
The above statistics show the number of participants who took part in the survey:
 A total of 205 people have taken part in the survey.
 Of 83 participants, they are all pupils of the age group between 18 and 24 years containing
39 men and 44 women.
 Further, under the age group of 25 and 34 years, we find 17 pupils, 44 professionals and 4
self-employed people. Among them, there are 32 men and 33 women.
 In addition to that, there are 49 professionals and 8 self-employed between the lifetime of 35
and 50 years with the genders of 28 men and 29 women.
 Thus, we find a totality of 99 men and 106 women in the survey.

IMPORTANCE OF INTEGRATED MARKETING COMMUNICATION:

“The American Association of Advertising Agencies defines IMC as a concept that recognizes the
added value of a comprehensive plan that evaluates the strategic roles of a selection of
communication disciplines, and combines these disciplines to provide clarity, consistency and
maximum communication impact." The primary idea behind the IMC strategy is to create a
seamless experience for consumers in various aspects of the marketing mix. The marketing mix
includes a variety of advertising tools such as print advertising, outdoor advertising, television
advertising, direct mail agents, public relations personal sales, sales promotion.
It is a policy that guides companies to interact with their target markets. It is the primary
innovative function of sales recognized by advertising and marketing coaches. To understand the
importance of IMC, the researcher asked respondents about the number of mediums to stimulate
knowledge about any brand, sources of awareness about different brands, the amount of data
needed to make a purchase decision, and the time spent purchasing any item.
Details are discussed below. The details are discussed as below.
 # Medium number to gain knowledge about any brand:
In today’s market scene, due to numerous small and large and local and global competitors;
Advertisers have found it difficult to accurately reach their target audience. The ever-changing
consumer and liking hatreds have also driven this market vulnerability. As a result, advertisers
today are using the very best ways to deliver their promotional message at the right time and
through the right media, which will further enhance brand awareness and customer buying
decisions.

The following table gives the details of the answers given regarding the media for gaining
knowledge.

Table 4.2: Statistics of the frequentness and ratio on the interest of the consumers choosing
only one mode for getting info in respect to the product:

Responses
Frequentness Ratio

Nay 83 40.4

A little 22.4
46

Yep 37.0
76

Sum 100.0
205

ANALYTICAL REPORT:
The above statistics shows the frequentness and ratio on the interest of the customers choosing
only one mode for getting info in respect to the product:
 A total of 205 customers have taken part in the survey.
 83 participants have given a negative reply. Thus getting 40.4% for the response NAY.
 Further, it is found that 46 of them have retorted stating their partial dependence. Therefore,
ending with the ratio of 22.4%.
  Moreover, there are 76 participants with the ratio of 37% for their positive answer ‘YEP’
 Though ending up with 205 participants in the survey.
The extreme ratio of the response is a negative one. It clearly states that the customers depend upon
the medium to attain the info of any product. There are various products that are available with
suitable preferences and their costs which gives a chance for more sources of data for referral purpose.
A variety of mediums like TV, Radio, Print ads may add to the aspects of the products.

Roots Of Info Frequentness Ratio

Advertorial 25 12.1

T.V Ads 53 25.8

In-store hoopla 37 18.0

Out-of-doors broadcasting 20 9.7

On the internet publishing 70 34.1

Sum 205 100.0

Table4.3: Statistics of the roots of info for different products:

Details of responses given regarding different sources of awareness of various brands are given below:

ANALYTICAL REPORT:
The above statistics shows the frequentness and ratio on the roots of info for different products:

 A total of 205 customers have taken part in the survey.

 12.1% got the nod on advertorial.

 The preference for TV Ads was 25.8%.

 A ratio of 18% has been pegged for In-store hoopla.

 9.7% of selection was towards Out-of-doors broadcasting.

 34.1% of preferential was seen towards On the internet publishing.

The above data prove that consumers refer to different media to gain awareness, but online media is
given more preference..

We Pictorial_Graphly represent the data above for further analysis. It is as follows:

Figure 4.1: Pictorial Graph view of the roots of info for different products:

Amount of information required to make a purchase decision:

Everyone in this world want to buy brand products but often having confusion for which brand they

want to choose. For this kind of situation it is mandatory to give awareness regarding each and every
brand’s features and functionalities. The data may be in the form of functional features or their service

oriented features, benefits etc., most of the time single media itself can give details about all the

product’s comparison details for the consumer to buy the opt product. Advertisers can mix and match

different media by adopting IMC for dissemination inform them about awareness, education and

brand. Once they get the information they need, Acquisition results make it easier to require, resulting

in saving their time Last time rating purchased. The responses were coded as below:

5. Solidly Dissent 4. Dissent 3. No Idea 2. Assent 1. Firm Assent

6.
Table 4.4: Statistics on the disagreement on the requirement of info and the preference of
spending time on the purchase of products.

Preference unneeded for

Info unneeded for purchase spending much time for
decision purchase decision
Responses Frequency Percent Frequency Percent

Solidly 34 16.5 28 13.6

Dissent

Dissent 81 39.5 39 19.0

No idea 37 18.0 35 17.0

Assent 29 14.1 69 33.6

Firm assent 24 11.7 34 16.5

Sum 205 100.0 205 100.0

ANALYTICAL REPORT:
The above statistics shows the frequentness and ratio on the disagreement on the requirement of info
and the preference of spending time on the purchase of products:

 A total of 205 customers have taken part in the survey.

 16.5% of the customers have shown a solid dissent for info unnecessary and 13.6% have not
preferred spending much time for purchase decision.
 39.5% of the customers have shown dissent for info unnecessary and 19.0% have not
preferred spending much time for purchase decision.
 18.0% of the customers have said that they have no idea for info unnecessary and 17.0%
have not preferred spending much time for purchase decision.
 14.1% of the customers have shown a assent for info unnecessary and 33.6% have not
preferred spending much time for purchase decision.
 11.7% of the customers have shown a firm assent for info unnecessary and 16.5% have not
preferred spending much time for purchase decision.

Information is Wealth it had been proved from above statistical data. Lot of consumers choose
they need more or additional details regarding their product which was buy from internet. But the
same time they don’t want to spend much time because they need crisp and creative based special
information to decide the product. Because a consumer want to buy mobile means the basic
features are all same for all kind of brand mobile handsets but the customer want to choose their
handset by choosing the special feature of the handset so it’s necessary to share the special
feature and that too highlighted to identify sharply without losing the time. Moreover consumer
felt like they got more informative and it reduces the confusion mind state to choose their
product.

For further analysis, we Pictorial_Graphly represent the data above. It is as follows:

Figure 4.2: Pictorial Graph view of Details for information and time spent to take decision
purchase of any commodity

Considering thedata of completesampleofallrespondents,descriptivestatistics parameter scores are

calculated and tabulated below.
Table 4.5: Explanatory statistic tally for info and time spent to make a purchase
decision of a product:
ANALYTICAL REPORT:
The above statistics shows the explanatory statistic tally for info and time spent to make a purchase
decision of a product:

 The mean scores for criterion of the data to require purchase call isn't needed is
2.64 with positivism, skewness 0.553 indicates participant disagreement. It means
that they extremely need a lot of info to form a procurement call. Median and mode
values are up to 2 that additionally support this result.

 Mean scores for criterion whereby time is needed to pay to form a procurement of
any trade goods is 3.21 with negativity, skewness -0.314 indicates respondent
agreement. It means that they don’t prefer to spend a lot of their time in purchase
of any trade goods.

This shows that consumers decide to gain a lot of info before they produce purchase. They
receive this info through varied mediums; thus integration of these mediums is needed so
the info gathered helps the purchasers for disapproval their analysis that successively can
save their time & efforts whereas creating an actual purchase.

IMPORTANCE OF ONLINE ADVERTISING IN CHANGING MARKET

SCENARIO

Knowledge about the use of internet:

Now a days internet became the basic need for everyone’s life and without internet no can complete
their daily life today. So many activities and functionalities are done by World Wide Web and its used
for so many of the users in the world too. Internet world replace all basic communication channels
such as telephone, telegram, messaging, films, songs etc., due to internet now people can connect to
one tone or in a group in various modes such as chatting, video calls, audio calls, messaging, mails and
other modes of computer communication. Among all internet features online shopping is more
prominent than others like one can do shopping anytime, anywhere and any kind of products. One can
sell a product without the physical shop and infrastructure of the shop. There is no limit in timings,
there is no limit in product categories, and there is no limit in the boundaries of the shop and so on.
Internet creating interest and awareness not only in today’s generation it covers all age’s even kids to
heavy aged categories. Everyone felt internet is important feature and want the same in very high
speed. The above mentioned details were defined from our regular respondents and it’s tabulated
below:

Table 4.6: Awareness about the usage of internet:

Cipher Response Frequentness Ratio

1 No awareness 15 7.3

2 Partial awareness 29 14.1

3 Having awareness 68 33.1

4 Very good awareness 92 44.8

Total 205 100.0

ANALYTICAL REPORT:
The above statistics shows the frequentness and ratio on the Awareness about the usage of internet:

 7.3% of customers are no awareness on the use of internet.

 14.1% of them have partial awareness.

 33.1% of the customers have the awareness on the use of internet.

 44.8% have very good awareness on using internet.

This displays that many customers have awareness on using internet. The consumers are well aware

on the functions and the benefits that is available on the internet. On a total of 200 customers, only

7.3% are illiterate on the usage of internet. This makes it very clear that there is good literacy about

internet. To analyze further, the view of the data is given:

 Figure 4.3: Pictorial Graph view of responses related to the usage of Internet

FREQUENCY OF BEING ONLINE

The number of people using the internet has really increased nowadays. This is caused by
technological advances. People use the internet for a variety of reasons. However, the main reasons
they use the internet are access information, social networking, and communication, file transfer,
entertainment, internet transactions, marketing, online education and making money.
The Internet allows for greater flexibility in working hours. The spread of unmeasured high-speed
connections. Almost access to the internet. A joke not only allows for cheap communication and
sharing of ideas, but also wide access to the web allows such groups to be created very easily.

The frequency details for being online are listed below.

Table 4.7: Frequentness of the presence in online:

 Cipher Response Frequentness Ratio

1 Lesser 17 8.2

2 Less 26 12.6

3 Balanced 45 21.9

4 Extreme 61 29.7

5 Highly extreme 56 27.3

Sum 205 100.0

ANALYTICAL REPORT:
The above statistics shows the frequentness of the consumers’ presence in online:

 8.2% of the consumers are online for lesser time.

 12.6% have chosen to be online for less time.

 21.9% of the customers are online on a balanced time.

 The extreme usage of being online response is for 29.7%.

 The highly extreme usage of being online is for 27.3%.

This statistics clearly conveys that major number of participants are online for higher frequency.

Internet makes life easy by giving access in an instant way to all data that relates to educational or

entertaining activities.

.The below Pictorial Graph view explains the above statistics for analyzing:

Figure 4.4: Pictorial Graph view of responses on frequentness of the presence in online:

To analyze in detail, some important statistics is calculated and the results of analysis are tabulated
below.
 Table 4.8: Explanatory statistic tally for info and time spent on the usage of internet and the
frequentness of the online presence:

ANALYTICAL REPORT:
The above statistics shows the explanatory statistic tally for info and time spent on the usage of
internet and the frequentness of the online presence:

 The Mean stature tallies for the connectivity is 3.17 which is an indication of negativity and its
frequentness of the online presence is 3.56
 The median stature is 3.0 and its frequentness of the online presence is 4.0.
 The standard deviation and the skewness shows a higher level of negativity with -9.01 and -5.51

Thus it can be concluded that the customers use internet at a higher level of frequency on a
regular basis. They tend to be dependent for most of their activities.
 PURPOSE OF USING INTERNET
The Internet is often used for a variety of purposes; The main objectives of them are social networking - Facebook,
Orkut, LinkedIn are some models of social networking sites that help users find new and old friends and enjoy
their social life by giving them the opportunity to share views with them; Media sharing sites help users to
download attractive items such as songs, photos, video clips; Blogs have introduced a new way of
communicating. Blogs - This is a discussion information site published on the wide web planet. This can prove to
be the best way to get one’s voice across to an online crowd; Podcasts & RSS - Podcast is a digital medium that
contains episodic sequences of audio, video, and PDF files downloaded by web syndication to a computer or
mobile device, often created by web developers by small or large businesses. It allows users to get additional
information about different companies based on their history, product offers & features. Content sharing websites
such as google.com and Wikipedia. Help users to get a variety of information on different topics; Online
shopping offers consumers a wide choice when choosing different brands and saves their effort and time in
traveling to stores.
Table 4.9: Intention of the usage of internet:

Other
Media Collaborat-
Social Podcasts Content Online
Sharing Blogs Ive
Networks Site & RSS sharing Shopping
s Websites
Responses websites

F % F % F % F % F % F % F %

Most 74 36.5 51 25 27 13 34 16.5 33 16.0 44 21.5 61 30.0

Essential

2.00 66 32.5 49 24 43 21 33 16.0 44 21.5 44 21.5 43 21.0

3.00 21 10 23 11 46 22.5 26 12.5 26 12.5 30 14.5 22 10.5

4.00 21 10 35 17 41 20 48 23.5 39 19.0 38 18.5 41 20.0

Least 23 11 47 23 48 23.5 64 31.5 63 31.0 49 24.0 38 18.5

Essential

Sum 205 100 205 100 205 100 205 100 205 100 205 100 205 100

ANALYTICAL REPORT:
The above statistics shows the participant Intention on the usage of internet:

 The social networks play a vital role as they are considered as the most essential with
36.5% and around 11% consider it as least essential.
 The media sharing sites take 25% with the most essential and the least as 23%.
 Blogs have very low ratio for most essential as they get only 13% and they are with
23.5% as the least essential.
 Podcasts and RSS are of 16.5% with the most essential and 31.5% have considered as
least important.
 16% of the participants consider collaborative websites as most important and 31.5%
have shown it as least essential.
 Other content sharing takes the most essential as 21.5% and 24% have made it as least
important.
 30% of the customers use internet and have considered most important for online
shopping and 18.5% have said it as least important.
The atop analytical report states that Social Media is the most important for the
participants for the usage of internet. Social networking takes the second place as it is
flexible to the customers to have a view of a wide range of products.
For a thoroughly analyzing, the below given is the parameter for a study in depth:
Table 4.10: Explanatory statistic tally for info and the Intention on the usage of internet
ANALYTICAL REPORT:
The above statistics shows the participants’ Intention on the usage of internet:
 Modal score for Social networks, Media sharing sites, online shopping is 1 which specifies
that the greater number of participants feel that these three are the most significant
beneficiaries for using internet.
 Modal score for Blogs, Podcasts & RSS, Collaborative websites and other content sharing
websites is 5 which shows that the greater number of participants feel that these four are the
least significant beneficiaries for using internet.
 Median score and percentile values also support above the interpretations.

USE OF ONLINE ACTIVITIES BY COMPANIES IN THEIR MARKETING EFFORTS:

Nowadays we see that consumers are increasingly relying on the facts pooled by the internet and
they use this data for brand assessment and purchasing decisions. Small and large businesses should
take advantage of this opportunity with their virtual occurrence. According to them, virtual
occurrence is a scheme that comprises using the Internet as a standard to gain website stream of
traffic and to target and distribute promotional communications to the precise businesses. Now a
days pupils are spending their lot of time in social media such FB, Instagram, tiktok, share chat,
snapchat and so on. During that time the business promoters or the advertisers make their product
to view in very attraction manner so the viewers must watch the attractive content. In the attractive
content business promoters or digital marketers fuse their product features in very prompt manner
so the viewer attract to it and made his mind to lead for a sale. So among digital marketing
techniques this can be strongly believe by the promoters.

To analyze the above in detail, the audience were asked to look at the contract level considering 2
altered characteristics.

The responses were coded as below:

5 Solidly Dissent
4 Dissent
3 No Idea
2 Assent
1 Firm Assent

The results ofthe analysis are tabulated below:

Table 4.11: The inclusion of online activities in their marketing strategy:

Cipher Responses Frequentness Ratio

Solidly
1 Dissent 33 16.0

Dissent
2 42 20.4

No idea
3 23 11.2

4 Assent 44 21.4

5 Firm assent 63 30.7

Sum 205 100.0

ANALYTICAL REPORT:
The above statistics shows the inclusion of online activities in their marketing strategy:
 A total of 205 customers have taken part in the survey.
 16.% of the customers have shown a solid dissent for the inclusion of online activities in their
marketing strategy.
 20.4% of the customers have shown dissent for including of online activities in their
marketing strategy.
 11.2% of the customers have said that for including of online activities in their marketing
strategy. .
 21.4% of the customers have shown assent for including of online activities in their marketing
strategy.
 30.7% of the customers have shown firm assent for including of online activities in their
marketing strategy. .
 31% have displayed a firm assent. This clearly shows that consumers have completely
accepted that companies should utilize online activities in their marketing efforts. Since
online activities brings in good access and greater reach to the consumers. The
enterprises should avail this benefit by embodying a lot of online ads in their marketing
strategy.

Here follows a Pictorial Graph data for better analyzing:

Figure 4.5: Pictorial Graph view of responses related to inclusion of online activities in
their marketing strategy:

Table 4.12: Explanatory statistic tally for info on the inclusion of online activities in their
marketing strategy:
ANALYTICAL REPORT:
The above statistics shows the inclusion of online activities in their marketing strategy:

Hence, shoppers are with the robust opinion that corporations use on-line activities to unfold
awareness & sell their product.
THE REASONS FOR THE GROWING POPULARITY OF DIGITAL
MARKETING

Listed below are the many benefits of the web to the customer.
a. Be updated with consumers:
Customers can be updated by using internet through the sites. Nowadays the use of smart
phone has become a very common usage even by all status of people which makes internet
accessible. The marketers can be connected with the consumers instantly with the usage of
internet.

b. Benefit for the customers:

The advantage that is available for the consumer greatly is that they can stay at home and
shop anything they want which will be delivered at their doorstep. Not only can this any
kind of information be achieved just by browsing. A lot of comparison of products can be
done through internet by comparing prices also which can’t be achieved through traditional
marketing.

C. Clear product:
Information for customer websites provides clear and consistent product information for
everyone or any web user. There is no chance of misunderstanding or misunderstanding
what the seller said during a business establishment. There is detailed product information
on the Internet, whereas during a store the customer relies on the knowledge of their sales
consultant.

d. Shopping 24/7:
The sales goes on throughout the day and night without any particular open timings for
selling. This makes digital marketing popular which isn’t seen in the traditional mode.To
explain this further, the distinct causes of the DM becoming popular and also the features
that stimulate the customer to prefer the product on various modes of advertising and its
beneficiary will be seen and discussion follows:.

IMPORTANT FACTORS MOTIVATING RESPONDENTS TO LIKE

THE BRAND ON INTERNET:
  Discounts - The promoters such as business owners or the site admin gave lot of benefits to

the customers since they don’t have any expenses like store physical location’s rent,

maintenance charges and other relevant expenses to that. So they gave more discounts to the

online consumers. These discounts are promoted in various modes such as coupon, referral

code and so on.

Internet is the medium to connect between the consumer and the promoters and by the use

of it the consumer get each and every updates of the companies directly from their websites.

Most of the promoters promote their own brand websites and some people using some third

party vendor based applications. Anyway self-brand websites creates more awareness and

attractiveness to the customers. Moreover in self brand single brand only selling by

promoters.

Products can sell through third party category such vendor websites. For eg the food

products can sell through Uber Eats, Swiggy and Dominos. But self-brand is not promoted.

For eg biryani is delivered by all over the hotels and not from single one.

 Worthy images and attractive UI create consumers more attraction and make them to

purchase their brand products. UI is the infrastructure of the website.

The details importance of responses are discussed as below.

Table 4.13: Significant aspects encouraging participants to prefer the brand on internet
 Get info on
the activities
of the Communicati
organization For fun, Get access on
entertain- to the
For updating ment exclusive
On Product content
and its future
Responses Discount extensions

F % F % F % F % F % F %

Most 50 24.3 53 26.0 36 18.0 33 16.5 53 26.5 48 24.0

essential

Essential 68 33.1 54 26.0 49 24.5 56 28.0 59 29.5 61 30.5

Least 45 21.9 43 21.0 61 30.5 45 22.5 42 21.0 36 18.0

essential

Not 42 20.4 55 27.0 54 27.0 66 33.0 46 23.0 55 27.5

essential

Sum 205 100 20 100 200 100 200 100 20 100 200 100
5 0

ANALYTICAL REPORT:
The above statistics shows the significant aspects that encourages participants to prefer the brand on
internet:

 24.4% participants take into account discount issue as the most vital and 20.5%
respondents don't take into account it as vital.

 26% participants think that different issue ‘to keep hep about company’s activities’
as the most significant and 27% respondents don't take into account it as important.

 18% of participants take into account different issue ‘to get updates on brands and its
future extension’ and 27% participants don't take into account it as vital.
  16.5% participants take into account different issue ‘Fun & entertainment’ and 33%
consumers don't take into account it as vital

 26.5% consumers take into account different issue ‘to get access to exclusive
content’ as most significant and 23% respondents don't take into account it as
important.

 24% consumers take into account interaction issue as the most vital and above 5%
consumers don't take into account it as vital.

Table 4.14: Explanatory statistic tally for the significant aspects encouraging participants to
prefer the brand on internet:

ANALYTICAL REPORT:
The above statistics shows the Significant aspects encouraging participants to prefer the brand on
internet:

 Modal scores for discounts, get access to exclusive content and communication is 2 which

signifies that a greater number of consumers contemplate that these three are the most

significant aspects.

 Modal scores to get info about the activities of the company, for fun &entertainment is 4

which implies that major number of consumers think that these two are the least important

factors.

 The above interpretations are reinforced by Median values and percentile values.

Thus, the consumers utilize Digital Marketing extensively as it renders discounts and access to

exclusive content, and it facilitates communication with the advertisers.

PREFERENCE FOR THE PRINT ADS OR TELEVISION COMMERCIALS

Print advertisements are advertisements in print media such as newspapers, bulletins and magazines,
while television commercials [TVCs] are broadcast on television. Both formats include promotional
news and footage, but the main difference is that print advertising contains static images, while TVC
includes motion pictures and has more entertainment value than print ads. Both print ads and TVs have
had great success in reaching the masses and in conveying the advertiser's intentions to the public for a
long time. But with the advent of new and innovative advertisements, both these media are losing their
popularity.

When asked by respondents about the preference of the print advertiser

In TV commercials to raise brand awareness, the following are the answers:

Table4.15: Choice for the advertorial or TV Ads

Responses Frequentness Ratio
 Solidly Dissent 24 11.5

Dissent
42 20.5

No idea

20 9.5

Assent
80 39.5

39 19.0
Firm assent

Sum 205 100.0

ANALYTICAL REPORT:
The above statistics shows the Choice for the advertorial or TV Ads:

 11.5% of the consumers have shown solid dissent.

 20.5% of the participants have marked dissent.

 9.5% were balanced.

 39.5% of the consumers have shown assent.

 19 % of the participants are firm in their assent.

The above analytical study is concluded by stating that the greater number of the consumers have

agreed that they do not prefer Television ads or advertorial to get brand related awareness. So these

popular traditional mediums are no longer remaining the best priority for the consumers to receive ad

messages.
Figure 4.6: Pictorial Graph view of Choice for the advertorial or TV Ads:

To analyze in detail, some important statistic (parameter) were calculated and the results are shown:

Table 4.16: Explanatory statistic tally for the choice of advertorial or TV Ads:

ANALYTICAL REPORT:
The above statistics shows the Explanatory statistic tally of Choice for the advertorial or TV Ads:

 Mean scores for the criterion do not prefer the print ads or a Television commercial to

receive product awareness is 3.34 with negative aspects; skewness -0.447 signifies agreement

of the participant. It shows that they really do not depend on advertorial & television

commercials.

 Median and mode values are equal to 4 also gives additional support to this result.

Hence, the above reveals that today’s consumers do depend on advertorial or television commercials
much to get awareness.

BENEFITS OF DIGITAL MARKETING OFFER OVER THE TRADITIONAL

MARKETING

A) Print: Announcements in journalists, newspapers, magazines, publications and other printed

materials for distribution
B) Broadcasting: Includes advertisements related to radio and television and special forms such as
screen theater advertising.
c) Direct Mail: This is a collection of items that can be printed and sent directly to consumers such as
flyers, postcards, brochures, letters, and lists.
d) Telemarketing: This includes the customer's requested call and cool call on the phone. Internet
marketing is not a single approach to increasing concentration and cognizance during a product. This
field covers many categories due to the number of sites that create the web. It covers many things so
that it can reach an ever-growing, ever-growing audience.
The Internet is common and global, evolving in every aspect of society, strengthening and changing
old communication methods. This means that any company has an incentive to build a strong online
presence, even for the most non-profit, most important company, and even the individual. This allows
for greater flexibility in selecting a wide range of proven brands online without investing their efforts
and time.
Interpretation:

The statistical data above provide the following observation:

I. 24% of respondents find digital marketing favorable because it provides a variety of information
about the brand.
ii.23% of respondents are in favor of digital marketing, which makes shopping easier,
iii.15.5% of respondents consider digital marketing to be a time saver for consumers,
iv.12% of respondents consider digital marketing positive because it is less expensive to purchase,

V. 25.5% of respondents consider digital marketing as an interactive medium. In the case of traditional
media such as print advertising, television advertising or external media, this refers to the digital
marketer's preferred interactive ability that is not used.

For further analysis, we Pictorial_Graphly represent the above data:

 Figure4.7: Pictorial Graph view of Benefits of Digital Marketing over traditional

marketing

LIMITATIONS OF DIGITAL MARKETING AS IMC TOOL

Digital marketing has sold traditional advertising in recent years and continues to be a
highly developed industry. Despite this growth, there are some limitations that digital marketing
can have to a certain extent. They are as follows;

1. Digital marketing is not as free as hardware, software, wedding site design, online delivery costs,
maintenance of your site and yes time, all of which should be a factor in the cost of providing your
product and service.
2. Although the internet is considered to be the best source for gathering product related
information, there are still many people who prefer direct contact when they make a purchase.
3. There are many scams on the internet, which can be frustrating for consumers.
4. The timing of updates is important, so it’s easy to keep outdated information online.
5. Due to fears about the security of the website, many visitors do not want to use their credit cards
to buy.
6. The vast majority of online retailers do not have inquiry response plans and customer service.
There are a lot of websites that have bad navigation, which makes it difficult for the visitor to find
what they are trying to find. Many sites are created without a customer service vision.

Respondents were asked whether they would like to advertise online because it is safe to use on a
contractual basis.
The responses were coded as below:
5. Strongly Dissent 4.Dissent 3. No idea 2. Dissent 1. Firm assent.

Table 4.18:Preference for Online advertising as it is SAFEST to use

Interpretation:
If digital marketing is too safe to use, consider the answers to the data selection above:
 11.5% of the consumers have shown solid dissent which means they won’t like online

shopping and they are having some strong experience in their past.
  20.5% of the participants have marked dissent, it shows like they won’t like E-shopping.

 9.5% were balanced, it implies these people didn’t have idea about online shopping still they

are dealing with direct sales alone.

 39.5% of the consumers have shown assent it shows like most of the users felt online shopping

are safe and secure.

 19 % of the participants are firm in their assent.

According to the above survey we came to know like 39.5% felt Online is safest medium for
shopping and for the services.
For further analysis we Pictorial Graph represent the above data:
The above tabular values mentioned the results by strongly disagree as solidly dissent, agree as
dissent, no opinion as no idea, agree as assent, and strongly agree as firm assent.

Figure 4.8: Pictorial Graph view of Preference for Online advertising as it is the SAFEST:

Table 4.19: Descriptive statistic scores for Preference for Online advertising if it is safe to use:
Interpretation:
The above figures illustrate this:
The sample value for the parameter option is 2 because it is safe to use digital marketing, which
most of the respondents feel is not safe to use digital marketing.

So, in conclusion, although respondents want digital marketing to achieve their various purposes,
they are not fully convinced that it is safe to use.

LOOPHOLES IN DIGITAL MARKETING OVER TRADITIONAL

MARKETING TOOLS

The growing technology-friendly approach of consumers motivates them to use digital

Marketing, but at the same time avoiding some restrictions 100% acceptance
Digital marketing; There may be limitations
1) Sensitivity: Easily accessible towards consumer use
Website.
2) Dishonest activities: Here is a possibility of giving false information and providing fake
information
Brands or excess.
3) Lack of Protest: Now and then, there may be a creative visualization of products but in fact it’s
completely different from picture shown in online. Someone purchased violet color dress in online
by see their picture shown in website but received blue color which is more disgusting.
4) Frequent Interruptions: Frequent pop-ups, spam or web banners can be a barrier to web
browsing, which can lead to a negative consumer attitude towards digital marketing.
To understand the loopholes that carry digital marketing traditional marketing tools, respondent
answers are listed below.

Table 4.20: Loopholes in Digital Marketing over traditional marketing tools

Interpretation:
Data level above:

I. 16.5% of respondents say digital marketing is not safe because it is so vulnerable.

ii.26% of respondents feel that digital marketing is not safe because of the high risk of fraudulent
activity.
iii.20% of respondents found that digital marketing was not safe due to the lack of demonstrations.
iv.21% of respondents said digital marketing is not safe because it can cause some serious privacy
issues.
v.16.5% of respondents said digital marketing is not safe because it often interferes.
The above clearly confirms the opinion of most of the respondents that digital marketing is not safe as
they are more prone to fraudulent activities following privacy issues. This includes misleading
customers by giving out false products, giving false demonstrations, taking confidential information
such as bank details, credit card details and misusing it.

We Pictorial_Graphly represent the data above for further analysis. It follows.

Figure 4.9: Pictorial Graph view of Loopholes in Digital marketing over traditional

Marketing tools

CONCLUSION
 The conclusion of this study is that the consumers rely on a single medium to get info
of the product. Though there are various sources for the consumer to have a view, mostly the
preference is mostly a singular.
The most important medium of advertisement is through online. The only thing that
they need is proper information on the product details so that they can look into the pros and cons.
The product’s detailed info can save time that brings a decision on the purchase quickly.

The literacy on the usage of internet has been growing day by day as does the need
for it also. People have come to know that the technical development is playing an important role in
our everyday life. Internet is serving different causes like usage of social media, information
purposes and for online shopping. Regarding digital marketing, people utilize various sites to know
more about the products by comparing it with different sites. A lot of offers that are provided on
online shopping attract the buyers. The attractive advertisements leads them into the shopping
portal for an exclusive shopping. This benefits the buyer as well as the advertiser of the product.

The utilization of internet on a regular basis has made it advantageous for the
consumer to choose online shopping rather than the traditional marketing. The important feature of
digital marketing is that it is available 24/7 as well as the interaction between the consumer and the
marketer is flexible. But people are always little doubtful regarding the trust that the have. It could
be said that internet is trying to provide user safety part for all the users.

FINDINGS AND SUGGESTIONS:

Cybercrime and the fraudulence that prevails on digital marketing is leading to understand that

digital marketing is not so safe. As per the conclusion which reveals that customers may rely on

various brands. They also use various modes before taking a decision purchase.

The organizations mix and match to find out the target audience. The attractive audience go with

mix and match their products. This usage of internet spreads awareness. The organizations form

different techniques to achieve the target. The buyers do consider this usage as unsafe and compare

various modes before purchase.

A growing range of consumers on online is due to the growth of internet knowledge by the

generation of the day. E- Commerce is a trend now. Even small businessmen look for it to attract

customers. The benefits that a user finds in digital marketing have become greater. People are

switching from traditional mode of buying to the online marketing.

Though the limitations on the digital marketing puts a buyer a step back, the trend of DM still stays

strong. Every act will surely have some defects. That’s how Digital marketing also. Major steps are

being taken to avoid such crimes which has brought distrust among the consumers. It is suggested

that people shouldn’t completely rely on online marketing whereas traditional marketing may

looked into depending upon the product that is bought.

The credibility and positive image of the product is always the same. So consumers must look into

nature of the products. In the same way the sellers should keep in mind that the trust of the

customers is very important so the best and good quality products must be put on sale.

BIBLIOGRAPHY
1. Philip Kotler& Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education, 2006,

2. Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd., 2002,

3. Philip Kotler& Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education, 2006,

4. Belch, G. E. and Belch, M. A., 2004. Advertising and Promotion – An Integrated Marketing
Communications Perspective. 6th ed. New York: Tata McGraw-Hill.

5. Beard, Fred K., Conflict in the Integrated Marketing Communications Task Group, in Proceedings
of the 1993 Conference of the American Academy of Advertising, E. Thorson, Ed., Omnipress,
Madison, Wl. 1993,

6. Abed Abedniya, SaharSabbaghiMahmouei, The Impact of Social Networking Websites to

Facilitate the Effectiveness of Viral Marketing, December 2010, International Journal of
Advanced Computer Science and Applications, Vol. 1, No.6

7. Andrea C. Wojnicki, Word-of-Mouth and Word-of-Web: Talking About Products, Talking About
Me, 2006, Advances in Consumer Research, Volume 33.

8. Chaffey, D., Ellis-Chadwick, Johnston, K.F. and Mayer, R., 2003. Internet Marketing: Strategy,
Implementation and Practice. 2nd ed. Edinburgh: Pearson Education.
9. Chen, C.-W., Shen, C.-C. and Chiu, W.-Y., 2007. Marketing communication strategies in support
of product launch: an empirical study of Taiwanese high-tech firm. Industrial Marketing
Management,

10. Chittenden, L &Rettie, R., 2003. An evaluation of e-mail marketing and factors affecting response.
Journal of Targeting, Measurement and Analysis for Marketing, Volume 11.

11. Andrew Paul Williams, Kaye D Trammell, Candidate Campaign E-Mail Messages in the
Presidential Election, 2004, The American Behavioral Scientist. Thousand Oaks: Dec 2005. Vol.
49, Iss. 4;

12. Duncan, Tom R., and Everett, Stephen E., 1993. Client Perceptions of Integrated Marketing
Communications. Journal of Advertising Research,
13. Durkin, M. and Lawlor, M.-A., 2001. The implications of the internet on the advertising agency-
client relationship. The Services Industries Journal,

14. Fill, C., 1999. Marketing Communications: contexts, Contents and strategies. 2nd ed. Prentice Hall
Europe.

15. Foux, G., (2006). Consumer-generated media: Get your customers involved. Brand Strategy,

16. Smith, P. R. and Taylor, J., 2004. Marketing Communications: An Integrated Approach. Edition 4,
Malta: Gutenberg Press,

17. Schultz, D. E., and Schultz, H.F., 1996. Transitioning Marketing Communication into the
21stCentury. Journal of Marketing Communications, 4,

18. Schultz, Don E., Tannenbaum, Stanley I., and Lauterborn, Robert F., Integrated Marketing
Communications, NTC Business Books, Lincolnwood, 1L. 1993.

19. Weinberg, Tamara 2009. The new Community Rules: Marketing on the Social Web.
O‘Reilly Media Inc. Sebastopol, CA, USA.

20. Diamond, S. 2008, “Web Marketing for Small Businesses: 7 Steps to Explosive Business
Growth”, Sourcebooks Inc., Illinois.

21. Reid Mike (2005), “Performance auditing of Integrated Marketing

Communication [IMC] actions & outcomes”, Journal of Advertising, vol. 34,

22. Bengtsson, M., Boter, H. and Vanyushyn, V. 2007. Integrating the Internet and Marketing
Operations. Journal: International Small Business Journal, Issn02662426, Volume 25,
Issue 1,

23. Gefen, D., Customer Loyalty in E-Commerce, 2002, Journal of the Association for
Information Systems,

24. Nah, F.F.-H. and Davis, S., HCI research issues in e-commerce, 2002, Journal of
Electronic Commerce Research, Vol. 3 No. 3,

25. Smith, P.R. and Chaffey, D. 2005, E-marketing Excellence: at the Heart of E-business.
Second edition, Butterworth-Heinemann
26. Verma, D. P. S. and Varma, G. 2003. On-line pricing: concept, methods and current practices,
Journal of Services Research. Gurgaon, Vol. 3, Issue. 1,

27. Kothari, C. R.; (1973). Research Methodology methods and Techniques. 2 nd edition. Wiley Eastern
Ltd. New Delhi.

28. Roa A B (2008),Research Methodology, Excel Books, New Delhi.

29. Best John, Kahn James;(1992). Research in Education Presentice-Hall of Indian Private Limited
New Delhi.

30. Marketing research, First Indian adaptation By A. Parasuraman ,DhruGrewal, R. Krishan.

31. Marketing Research,An Applied Orientation By Naresh K. Malhotra, Satyabhushan Dash.

32. Statistics For Business And EconomicsBy Anderson, Sweeney, Williams.

33. Applied Statistics In Business And Economics By David P. Doane, Lori E. Seward.

Webliography

1. Barnes, N., & Mattson, E., (2008), Social media in the Inc. 500: The first longitudinal study
[Electronic version]. University of Massachusetts Dartmouth Center for Marketing Research.
Retrieved from: http://www.umassd.edu/cmr/studiesresearch/blogstudy5.pdf [Accessed on 11th
March, 2014]

2. IAB Platform Status Report: User Generated Content, Social Media, and Advertising — An
Overview, April 2008. Available at: http://www.iab.net/media/file/2008_ugc_platform.pdf
[Accessed 14th March, 2014].

3. Kerr, G., Schultz, D., Patti, C. & Kim, I., 2008. An Inside-Out Approach to Integrated marketing
Communication: An international analysis. International Journal of Advertising.[Online], 27(4),
pg. no. 511–548. Available at:http://ristiuty.edublogs.org/files/2008/11/integrated-marketing-
communication.pdf [Accessed on 11th March, 2014].
4. Lindberg, Nyman and Landin, 2010. How to Implement and Evaluate an Online Channel
Extension through Social Media. Available at: http://lnu.divaportal.org/smash/record.jsf?
pid=diva2:322517[Accessed on 11th March, 2014].

5. http://www.wisdomportal.com/Books/OnlineMarketing.html [Accessed on 10th April, 2014]

6. http://www.techopedia.com/definition/26409/integrated-marketing-communications-
imc[Accessed on 4th May, 2014]

7. https://www.boundless.com/marketing/integrated-marketing-communication/
introduction-to-integrated-marketing-
communications/introduction-to-integrated-marketing-communications.
[Accessed on 4th May, 2014]

8. http://www.ukessays.co.uk/essays/marketing/integrated-marketing-
communication.php[Accessed on 4th May, 2014]

9. http://alexandramimoun.wordpress.com/thesis-integrated-marketing-
communications[Accessed on 4th May, 2014]

10. http://www.articlesbase.com/marketing-tips-articles/integrated-marketing-management-imc-
4029166.html[Accessed on 7th August, 2014]

11. http://www.scoop.it/t/imc-integrated-marketing-communication/p/4001040025/2013/05/05/the-
communication-mix [Accessed on 7th August, 2014]
12. http://www.socialmediatoday.com/content/marketing-trends-2013-and-beyond [Accessed on 8th
August, 2014]

13. http://teamkuhner.com/2011/09/20/integrated-marketing-communication-imc/ [Accessed on 9th

August, 2014]

14. http://www.get-free-web-traffic.com/benefits-of-online-marketing.html [Accessed on 9th

August, 2014]

15. http://EzineArticles.com/?expert=Jerry_Ihejirika[Accessed on 9th August, 2014]

16. http://ezinearticles.com/?Benefits-of-Internet-Marketing&id=3068318 [Accessed on 9th

August, 2014]
17. www.proquest.com
18. www.emarald.com

19. www.wikipedia.com

20. www.techopedia.com

21. www.webopedia.com

22. www.blogsi2k2.com

23. www.soravjain.com
24. www.businesstoday.com

25. www.multimediamarketing.com

Research Questionnaire

Respondent’s details
Name : ______________________________________(optional)

Gender : Male Female

Occupation : Student Service

Self employed

Age : Between 18 to 25

Between 25 to 35

Between 35 to 45

Contact details : _________________________________(optional)

(Please tick √ in the box besides option/s matching your response)

1.I rely on just one medium to get knowledge about any brand.

Yes Somewhat No

2. Which source do you refer the most to get awareness of various brands?

Print ads

Television commercials

In-store promotion

Outdoor media
3.I do not require much information to take purchase decision.
Strongly agree Agree
No opinion
Disagree

Strongly disagree

4.I do not prefer to spend much of my time in purchase of any commodity.

Strongly agree Agree

No opinion Disagree

Strongly disagree

5.Are you knowledgeable about the use of Internet?

Not knowledgeable about

Somewhat knowledgeable about

Knowledgeable about
Very well knowledgeable about

6.What is your frequency of being online?

Very Low Low Moderate

High Very high

7. Please indicate your purpose for using internet by ranking each purpose between the scale of 1 to 5
(where, 1 is the most important and 5 is least important)
a. Social networks
b.Media sharing sites
(Video, photo, music sharing & Gaming)
 c. Blogs

d.Podcasts & RSS

e. Collaborative websites
f. Other content sharing websites g. Online
shopping

8. Companies should use online activities in their marketing efforts.

Strongly agree Agree

No opinion Disagree

Strongly disagree

9.How important following factors are to motivate you to like the brand on internet?
Most Important Least Not
Important important important

 To receive discount

 To stay informed about

activities of company

 To get updates on

brands and its futureextensions

 For fun, entertainments

 To get excess to the

exclusive content
 To interact (share ideas,
provide feedback)

10. I don’t prefer the print ads or Television commercials much to get the brand awareness.
Strongly agree Agree

No opinion Disagree

Strongly disagree

11. What benefits does Digital Marketing offer over the traditional marketing? (Tick only one,
which is more prominent according to you)

Wide range of information Low cost

Ease of shopping Interactive medium

Time saving

12. I prefer Online advertising as it is SAFEST to use.

Strongly agree Agree

No opinion Disagree

Strongly disagree

13. What loopholes does Digital Marketing carry over traditional marketing tools? (Tick only one,
which is more prominent according to you)
More Susceptible Privacy Issue
More scope for fraudulent activities Often interrupting
Lack demonstration