RESEARCH PROJECT REPORT

ON

“AN ANALYSIS OF E-COMMERCE STRATEGIES FOR

SHIFT FROM TRADITIONAL MARKETING TO DIGITAL
MARKETING”

Submitted in Partial fulfillment of the requirement for the award of

degree of Master of Business Administration from Dr. A.P.J. Abdul
Kalam Technical University, Lucknow

Submitted by
Moni Tripathi
Roll No: 2201240700050
MBA (Batch 2022-24), 4th semester

Under the guidance of

Kirti Verma
Assistant Professor
ICCMRT

INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,

RESEARCH AND TRAINING

21/467, Sector-21, Ring Road, Indira Nagar , Lucknow -226016

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 Phone: 2716431, 2716092
Fax: (0522) 2716092
E-mail: info@iccmrt.ac.in
Website: www.iccmrt.ac.in

INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,

RESEARCH AND TRAINING

21/467, Sector-21, Ring Road, Indira Nagar, Lucknow -226016

CERTIFICATE

This is to certify that MONI TRIPATHI a student of Master of Business

Administration (MBA) Programme Batch 2022-2024 at this Institute has conducted a

Research project titled “AN ANALYSIS OF E-COMMERCE STRATEGIES FOR

SHIFT FROM TRADITIONAL MARKETING TO DIGITAL MARKETING”

under my guidance

during the 4th semester. The report has been prepared towards partial fulfillment for the award of

MBA degree from Dr. A.P.J Abdul Kalam Technical University. There search project report is

theoriginal contribution of the student. The research project report is hereby recommendedand

forwarded for evaluation.

(Kirti Verma)

Assistant Professor

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 DECLARATION

I, MONI TRIPATHI a student of Master of Business Administration (MBA)

Programme at the Institute of Co- operative & Corporate Management Research and

Training, Lucknow hereby declare that all the information, facts and figures used in this

research project titled “AN ANALYSIS OF E-COMMERCE STRATEGIES FOR

SHIFT FROM TRADITIONAL MARKETING TO DIGITAL MARKETING”

have been

collected by me. I also declare that this project report has been prepared by me and the

same has never been submitted by the undersigned either in part or in full to any other

University or Institute or published earlier.

This information is true to the best of my knowledge and belief.

Date: MONI TRIPATHI

ROLL NO: 2201240700050

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 ACKNOWLEDGEMENT

I would like to take this opportunity to express my profound gratitude and thank all the

people who have helped me in making this study a success. I express my thanks to Alok

Dixit, Director and Dr. K. Anbumani Principal, Institute of Co- operative and

Corporate Management Research and Training, Lucknow for extending their support.

I express my gratitude to Kirti Verma, Assistant Professor, Institute of Co- operative and

Corporate Management Research and Training, Lucknow for his support and guidance. I

would also like to thank my institution and my faculty members without whom this project

would have been a distant reality. I would like to thank all the people who took surveys

and gave me all the valuable information they had to offer.

MONI TRIPATHI

ROLL NO: 2201240700050

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 PREFACE

This research report has been prepared towards the partial fulfillment of Master of

Business Administration. “Marketing is the activity, set of institutions and processes for

creating, communicating, delivering and exchanging offers that have value for customers,

clients, partners and society at large.” Marketing is a product or service selling related

overall activities. It generates the strategy that underlies sales techniques, business

communication and business development.

Now a days marketing is not only limited to the few mean of communication. Marketing

has come from the old means of television, newspaper, radio and posters or banners. Now

a days marketing has also been the part of computers.

Internet marketing has become the most important part of human life. This service is now

widely being use for advertising. This project is the part of that research which contain

the information and details about the customer perception toward internet marketing,

marketing and its advantages and disadvantages.

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 TABLE OF CONTENT

S. No. PARTICULARS PAGE

No.

1 Certificate 2

2 Declaration 3

3 Acknowledgement 4

4 Preface 5

5 Executive Summary 7

6 Chapter 1: Introduction 10

7 Chapter 2: Objective Of Study 14

8 Chapter 3: Literature Review 63

9 Chapter 4: Research Methodology 69

10 Chapter 5: Data Analysis and Interpretation 73

Chapter 6: Findings, Conclusion

11 89
Recommendations and Limitations

12 Bibliography 95

13 Annexure 98

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EXECUTIVE SUMMARY

Research project work in “AN ANALYSIS OF E-COMMERCE STRATEGIES FOR SHIFT

FROM TRADITIONAL MARKETING TO DIGITAL MARKETING” is done by me. The

revolution of information technology (IT) and communications has changed the way people

conduct business today. Nowadays, most of the businesses are related to electronically

instrument s especially internet. Implementation of Internet marketing can change the shape

of business all over the world. Because of the rapid proliferation of the Internet, the World

Wide Web (WWW) and electronic communication has created fast growing new electronic

channels for marketing. If we surf through the internet, we will find many advertisements

which their goals are to persuade visitors to purchase their goods or use their services. The

new method to advertising and selling goods in the globe which is much cheaper, useful and

suitable for producers and suppliers is using the internet. Different types of modern

marketing like internet marketing, email marketing, and online advertising are all drive

businesses to be successful. Nowadays, there is no need to entering a market place to find

our needs. We can find whatever we need, neither wasting time nor wasting cost, just with a

quick click and use internet search engine

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CHAPTER ONE

INTRODUCTION

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 INTRODUCTION

Probably one of the most interesting issues in business relations is marketing; because producers
and consumers could not make trade without finding each other. This is the reason the marketing
tactic helps humans to reach their needs eliminators. Internet Marketing is a form of targeted
marketing, assisting websites by increasing the number of visitors and to introduce product or
services through internet. Marketing is a story which used to encourage and convince humans to
trade. Marketing has two basic methods which are traditional and modern. Traditional marketing
used to speak more and more attracting customers to purchase their goods or services. Modern
marketing is the new method of attracting consumers by using modern facilities and
technologies. Internet marketing is a term that refers to use of the Internet/Web and related
information technologies to conduct marketing activities (Krishnamurthy, 2006). In fact Internet
marketing is using digital technology and electronic media specifically the internet for trading or
selling goods.

Marketing is used to create the customer, to keep the customer and to satisfy the customer. With
the customer as the focus of its activities, it can be concluded that marketing management is
one of the major components of business management. The evolution of marketing was caused
due to mature markets and overcapacities in the last decades. Companiesthen shifted the focus
from production more to the customer in order to stay profitable.
Internet marketing or online marketing refers to advertising and marketing efforts that use the
Web and email to drive direct sales via electronic commerce, in addition to sales leads from
Web sites or emails. Internet marketing and online advertising efforts are typically used in
conjunction with traditional types of advertising like radio, television, newspapers and
magazines.

Online advertising, also called online marketing or Internet advertising, is a form of marketing
and advertising which uses the Internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing (SEM), social media
marketing, many types of display advertising (including web banner advertising), and mobile
advertising.

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 Media, online advertising frequently involves both a publisher, who integrates advertisements
into its online content, and an advertiser, who provides the advertisements to be displayed on
the publishers content.
Other potential participants include advertising agencies who help generates and place the ad
copy, an ad server which technologically delivers the ad and tracks statistics and advertising
affiliates who do independent promotional work for the advertiser.

In 2011, Internet advertising revenues in the United States surpassed those of cable television and
nearly exceeded those of broadcast television. In 2013, Internet advertising revenues in theUnited
States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012.
U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over
the same period in 2012. Online advertising is widely used across virtually all industry sectors.
Many common online advertising practices are controversial and increasingly subject to
regulation. Online ad revenues may not adequately replace other publishers' revenue streams.
Declining ad revenue has led some publishers to hide their content behind pay walls.

Central to this analysis is an examination of the fundamental differences between traditional and
digital marketing approaches. Traditional marketing, characterized by methods such as print
advertisements, television commercials, and direct mail, has long been the cornerstone of
marketing strategies. However, with the advent of digital technologies, a new paradigm has
emerged, offering businesses the ability to target specific demographics, track consumer behavior
in real-time, and tailor marketing efforts with unprecedented precision.

The analysis further explores the key drivers behind the adoption of digital marketing strategies
by e-commerce businesses. From the proliferation of social media platforms to the rise of mobile
technology, numerous factors have contributed to the increasing prominence of digital channels
in the marketing landscape. Moreover, the analysis examines the unique advantages offered by
digital marketing, including cost-effectiveness, scalability, and the ability to measure and analyze
campaign performance in real-time.

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Despite the promise of digital marketing, e-commerce businesses face a myriad of challenges in
making the transition from traditional methods. These challenges include navigating the
complexities of digital advertising platforms, adapting to rapidly evolving consumer behaviors,
and effectively leveraging data analytics to inform marketing decisions. However, through
strategic planning and execution, businesses can mitigate these challenges and capitalize on the
vast opportunities afforded by digital marketing.

Throughout the analysis, real-world examples and case studies illustrate the strategies employed
by e-commerce businesses to successfully transition to digital marketing. From search engine
optimization (SEO) and content marketing to email campaigns and social media advertising, a
diverse array of tactics are explored, each tailored to the unique needs and objectives of the
business.

In conclusion, the shift from traditional marketing to digital marketing represents a transformative
journey for e-commerce businesses. By understanding the principles driving this shift, embracing
innovative strategies, and leveraging the capabilities of digital technologies, businesses can
position themselves for success in an increasingly competitive marketplace.

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 CHAPTER-2
OBJECTIVE OF STUDY

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MARKET SEGMENTATION:

Market segmentation pertains to the division of a market of consumers into persons with similar
needs and wants. As an example, if using Kellogg’s cereals in this instance, frosties are marketed
tothe children. Crunchy nut cornflakes are marketed to adults. Both goods aforementioned denote
twoproducts which are marketed to two distinct group of persons, both with like needs and wants.

The purpose for market segmentation is conducted for two main issues. First, a segmentation
allowsa better allocation of a firm’s finite resources. A firm only possesses a certain amount of
resources. Accordingly, it must make choices (and appreciate the related costs) in servicing
specific groups of consumers. Furthermore the diversified tastes of the contemporary western
consumers can be servedbetter. With more diversity in the tastes of modern consumers, firms are
taking nothing the benefit of servicing a multiplicity of new marketer.

Market segmentation is the process of dividing a heterogeneous market into smaller, more
homogeneous segments based on certain characteristics or attributes shared by the individuals
within each segment. These characteristics can include demographic factors (such as age, gender,
income), psychographic factors (such as lifestyle, values, interests), behavioral factors (such as
purchasing behavior, usage patterns), or geographic factors (such as location, climate).

The purpose of market segmentation is to identify distinct groups of consumers with similar
needs, preferences, or behaviors, allowing businesses to tailor their marketing efforts more
effectively. By understanding the unique characteristics of each segment, businesses can develop
targeted marketing strategies, products, and messaging that resonate with the specific needs and
desires of each group, ultimately leading to more successful and efficient marketing campaigns.
Market segmentation helps businesses maximize their return on investment by focusing resources
on the most promising opportunities within the market.

Market segmentation can be defined in the terms of the STP acronym, meaning Segment, Target
and Position.

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 Segment:

Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes.
Four commonly used criteria are used for segmentation, which include:

Demographic (e.g. age, gender, socio-economic class, etc.)

Psychographic (i.e. personality traits or character traits which influence consumer
behavior)
Behavioral (e.g. brand loyalty, usage rate, etc.)
Geographical (e.g. country, region, city, town, etc.)

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● Demographic Segmentation: This segmentation divides the market based on demographic
variables such as age, gender, income, education, occupation, marital status, and family size. For
example, a company might target a specific age group or income bracket for its products or
services.
● Psychographic Segmentation: Psychographic segmentation involves dividing the market based
on psychological traits, lifestyle, values, interests, attitudes, and behavior. This approach aims to
understand consumers' motivations and preferences on a deeper level. For instance, a company
might target environmentally conscious consumers or adventure seekers.
● Behavioral Segmentation: Behavioral segmentation focuses on consumers' behavior, usage
patterns, purchase habits, brand loyalty, and responses to marketing stimuli. This segmentation
helps businesses tailor their marketing efforts to specific consumer behaviors. For example, a
company might target frequent purchasers or first-time buyers with different marketing messages.
● Geographic Segmentation: Geographic segmentation divides the market based on geographic
factors such as location, region, climate, population density, and cultural preferences. This
approach recognizes that consumer needs and preferences can vary significantly based on where
they are located. For instance, a company might adapt its products or marketing strategies for
different regions or countries.

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 Target:
Once a segment has been identified, a firm must ascertain whether the segment is beneficial for
them to service. The DAMP acronym, meaning Discernible, Accessible, Measurable and
Profitable, are used as criteria to gauge the viability of a target market. DAMP is explained in
further detail below:
● Discernable - How a segment can be differentiated from other segments.
● Accessible - How a segment can be accessed via marketing communications produced by a firm.

● Measurable - Can the segment be quantified and its size determined?

● Profitable - Can a sufficient return on investment be attained from a segment's servicing?

The next step in the targeting process is the level of differentiation involved in a segment serving.
Three modes of differentiation exist, which are commonly applied by firms. These are:
● Undifferentiated - Where a company produces a like product for all ofa market segment.
● Differentiated - In which a firm produced slight modifications of a product within a segment.
● Niche - In which an organization forges a product to satisfy a specialized target market.

Position:
Positioning concern how to position a product in the middle of consumers. A firm often perform
this by producing a perceptual map, which denotes products produced in its industry according to
how consumers perceive their price and quality. From a product’s placing on the map a firm would
tailor its marketing communications to suit meld with the product’s perception among consumers.

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 MARKETING INFORMATION SYSTEM:
A marketing information system (MKIS) is an information system that is commonly used by
marketing management to analysis and view information pertaining to marketing activities. As
the label suggests, an MKIS is a computer-based information system therefore used to input,
store, process and output marketing information.

Types of marketing research:

Marketing research, as a sub-set aspect of marketing activities, can be divided into the
following parts:
• Primary research (also known as field research), which involves the conduction and
compilation of research for the purpose is was intended.
• Secondary research (also referred to as desk research), is initially conducted for one
purpose, but often used to support another purpose or end goal.

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 By these definitions, an example of primary research would be market research conducted into
health foods, which is used solely to ascertain the needs/wants of the target market for health
foods. Secondary research, again according to the above definition, would be research
pertaining to health foods, but used by a firm wishing to develop an unrelated product.

Marketing plan:

The area of marketing planning involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization’s overall
marketing strategy. Generally speaking, an organization’s marketing planning process is
derived from its overall business strategy. Thus, when top management are devising the firm's
strategic direction or mission, the intended marketing activities are incorporated into this plan.

Assessment of Current Marketing Strategies:

 Evaluate the performance of traditional marketing channels such as print ads, TV commercials,
radio spots, and direct mail campaigns.
 Analyze customer feedback, sales data, and market trends to gain insights into the effectiveness
of your current marketing efforts.
 Identify any limitations or challenges associated with traditional marketing channels, such as high
costs, limited reach, or difficulty in measuring ROI.

Set Clear Objectives:

 Define SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives for your
digital marketing efforts, aligned with your overall business goals.
 Prioritize objectives based on their importance to your business, such as increasing brand
awareness, generating leads, driving website traffic, or improving conversion rates.

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 Audience Analysis:

 Conduct market research to understand the digital behavior, preferences, and demographics of
your target audience.
 Use tools like customer surveys, social media listening, and website analytics to gather data on
audience interests, online activities, and purchasing behavior.
 Create detailed buyer personas to represent different segments of your target audience, including
their needs, pain points, and communication preferences.

Develop Digital Marketing Strategies:

 Tailor your digital marketing strategies to address the unique characteristics and preferences of
your target audience.
 Consider integrating multiple digital channels to create a cohesive and omnichannel marketing
approach.
 Experiment with different content formats (e.g., blog posts, videos, infographics) and distribution
channels (e.g., social media, email, search engines) to maximize engagement and reach.

Website Optimization:

 Conduct a comprehensive audit of your website to identify areas for improvement in terms of
design, usability, and functionality.
 Optimize your website for search engines by incorporating relevant keywords, meta tags, and
internal linking structures.
 Ensure that your website is mobile-friendly and optimized for different devices and screen sizes
to provide a seamless user experience.

Budget Allocation:

 Allocate your digital marketing budget based on the potential ROI of each channel and the
specific objectives you aim to achieve.
 Consider factors such as cost per acquisition (CPA), customer lifetime value (CLV), and
expected return on ad spend (ROAS) when determining budget allocations.

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 Monitor your spending closely and adjust your budget allocation based on the performance of
different channels and campaigns.

Implementation Plan:

 Develop a detailed implementation plan that outlines specific tasks, timelines, and responsibilities
for each stage of your digital marketing initiatives.
 Ensure clear communication and collaboration among team members to facilitate smooth
execution of the plan.
 Regularly review progress against milestones and make adjustments as needed to stay on track
with your objectives.

Measurement and Analytics:

 Implement robust tracking and analytics tools to measure the performance of your digital
marketing campaigns accurately.
 Define key performance indicators (KPIs) aligned with your objectives, such as website traffic,
conversion rates, social media engagement, and email open rates.
 Use data-driven insights to identify areas of improvement and optimize your strategies for better
results.

Iterative Improvement:

o Continuously test and refine your digital marketing strategies through A/B testing, multivariate
testing, and other experimentation methods.
o Analyze the results of your tests to identify winning variations and incorporate them into your
ongoing campaigns.
o Stay agile and responsive to changes in the market landscape, consumer behavior, and technology
trends to maintain a competitive edge.

Training and Education:

 Invest in training programs, workshops, and resources to equip your team with the skills and
knowledge needed to succeed in digital marketing.

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 Encourage ongoing learning and professional development to keep pace with advancements in
digital marketing tools and techniques.

SWOT Analysis:

SWOT Analysis is a strategic planning method used to evaluate the Strength, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves specifying
the objective of the business venture or project and identifying the internal and external factors
that are favorable and unfavorable to achieving that objective. The technique is credited to
Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using
data from Fortune 500 companies.

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 A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. An example of a strategic
planning technique that incorporates an objective-driven SWOT analysis is Strategic Creative
Analysis (SCAN). Strategic Planning, including SWOT and SCAN analysis, has been the subject
of much research.

● Strengths: attributes of the person or company that are helpful to achieving theobjective.
● Weaknesses: attributes of the person or company that are harmful to achieving theobjective.
● Opportunities: external conditions that are helpful to achieving the objective.
● Threats: external conditions which could do damage to the objective.

Identification of SWOTs is essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs. First, the decision makers
have to determine whether the objective is attainable, given the SWOTs. If the objectiveis NOT
attainable a different objective must be selected and the process repeated.
The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses,
opportunities and threats. It is particularly helpful in identifying areas for development.

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MARKETING MIX:

Product marketing mix or 4p’s:

In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of
company performance actions that can influence the consumer decision to purchase goods or
services.
Borden suggested that all those actions of the company represented a “Marketing Mix”. Professor
E. Jerome McCarthy, at the Michigan State University in the early 1960s, suggested that the
Marketing Mix contained 4 elements product, price, place and promotion.

Product:
The product aspects of marketing deal with the specifications of the actual goods or services, and
how it relates to the end-user's needs and wants. The scope of a product generally includes
supporting elements such as warranties, guarantees, and support., size, shape, quality, brand,
packaging etc.

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Pricing:
This refers to the process of setting a price for a product, including discounts. The price need
not be monetary; it can simply be what is exchanged for the product or services;

Eg: timeenergy, or attention. Methods of setting prices optimally are in the

domain of pricing science.
A number of modes of pricing techniques exist, which span:
● Elasticities (whether Price Elasticity of Demand, Cross Elasticity of Demand, or
Income Elasticity of Demand)
● Market skimming pricing
● Market penetration pricing
Elasticities are a microeconomic concept, which gauges how elastic demand is for a given
good/service.
In a marketing context, its usefulness relates to the suitable level at which a product can be
priced, in accordance with price, a product's complements and substitutes, and the level of
income a consumer possesses.

Market skimming pertains to firm releasing a good in a "first to market" scenario. As an

example, picture a company which releases a new type of personal media playing system. It
may set the good at an initially high level, but reduce it over time, once the level of demand
gradually rises. Market skimming is best operable within a first to market scenario, since
there would be few competitors within the company's industry. This pricing strategy is also
best implemented within a market of high entry barriers (such as a monopoly or an
oligopoly). This is so since the high barriers to entry discourage competitors into the industry
for the product.

Market penetration concerns pricing policies for late entrants to a market. As another
example, a company could release a product into a market years after it is initially
introduced, but at an artificially low price in order to stimulate demand. The result of such
a pricing strategy would be to draw consumers from competitors and into purchasing its own
product.

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Placement (or distribution):

This refers to how the product gets to the customer; for example, point-of-sale placement
or retailing. This third P has also sometimes been called Place, referring to the channel by
which a product or service is sold (e.g. online vs. retail), which geographic region or
industry, to which segment (young adults, families, business people), etc. also referring
to how the environment in which the product is sold in can affect sales.

Promotion:

This includes advertising, sales promotion, publicity, and publicity.

Branding refers to the various methods of promoting the product, brand, or company.
It also known as marketing communication.

These four elements are often referred to as the marketing mix, which a marketer can use
to craft a marketing plan. The four Ps model is most useful when marketing low value
consumer products.
Industrial products, services, high value consumer products require adjustments to this
model. Services marketing must account for the unique nature of services.

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SERVICE MARKETING MIX/EXTENDED MARKETING
MIX/7P’S:

Having discussed the characteristics of a service, let us now look at the marketing mix of a service.

The service marketing mix comprises off the 7’p’s. These include:
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence

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 1. Product: This refers to the actual goods or services being offered to meet the needs and
wants of customers. It includes features, design, quality, branding, packaging, and any
additional services that accompany the product.
2. Price: Price represents the monetary value that customers are willing to pay for the product
or service. Pricing strategies involve determining the right price point to maximize
profitability while remaining competitive in the market.
3. Place: Also known as distribution, this P refers to the channels and methods used to make
the product or service available to customers. It involves decisions related to distribution
channels, logistics, inventory management, and geographic coverage.
4. Promotion: Promotion encompasses all the activities used to communicate the value of the
product or service to the target market and persuade them to make a purchase. It includes
advertising, sales promotion, public relations, direct marketing, and personal selling.
5. People: This P emphasizes the importance of the people involved in delivering the product
or service to customers. It includes all customer-facing personnel such as sales
representatives, customer service agents, and other employees who interact with customers
directly or indirectly.
6. Process: Process refers to the procedures, systems, and workflows involved in delivering the
product or service to customers. It includes everything from production processes to order
fulfillment, customer support, and after-sales service.
7. Physical Evidence: Physical evidence refers to the tangible elements that customers
encounter when interacting with the product or service. This can include the physical
environment where the service is delivered, as well as tangible artifacts such as brochures,
packaging, signage, and branding materials.

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 Integrated marketing or integrated marketing communications
(IMC):
It is used in order to create a single and coherent marketing communications process. As an
example, a firm can advertise the existence of a sales promotion, via a newspaper, magazine,
TV, radio, etc. The same promotion can also be communicated via direct marketing, or personal
selling. The aim of IMC is to lessen confusion among a product's target market, and to lessen
cost for the firm. Several different subsets of marketing communications can bedistinguished.

Elements IMC
• Advertising – Classification of advertising, types, advertising appropriation,
advertising campaigns
• Sales Promotion – Different types of Sales Promotion, relationship between
Sales Promotion and advertising
• Publicity – Types of Publicity, relationship between advertising and publicity
• Personal Selling
• Direct marketing and direct response methods
• Event Management
• Crisis Management
• Trade Fairs and Exhibitions

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Green Marketing:
Green marketing can be defined as the marketing of products which are environmentally sound.
The notion of green marketing is a comparatively new one within general marketing thought,
as it has chiefly grown in acceptance since the 1990s. Nonetheless, as a contemporary branch
of marketing thought, it can be seen as one of the fastest growing areas of marketing principles.

Consumer Buying Behavior:

What influences consumers to purchase products or services? The consumer buying process is
a complex matter as many internal and external factors have an impact on the buying decisions
of the consumer.

Buying behavior process:

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Factors affecting buyer behavior:

Types of buying behavior:

1) Complex buying behavior:
Complex buying behavior is where the individual purchases a high value brand
and seeks a lot of information before the purchase is made.

2) Habitual buying behavior:

Habitual buying behavior is where the individual buys a product out of habit
e.g. a daily newspaper, sugar or salt.

3) Variety seeking buying behavior:

Variety seeking buying behavior is where the individual likes to shop around and
experiment with different products. So an individual may shop around for different breakfast
cereals because they want variety in the morning.

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4) Dissonance reducing buying behavior:
Dissonance reducing buying behavior is when buyer are highly involved with the
purchase of the product, because the purchase is expensive or infrequent. Thereis little
difference between existing brands an example would be buying a diamond ring, there is
perceived little difference between existing diamond brand manufacturers.

PRODUCT MIX:
Product lining: Product lining is the marketing strategy of offering for sale several related products.
Unlike product bundling, where several products are combined into one, lining involves offering
several related products individually. A line can comprise related products of various sizes, types,
colors, qualities, or prices

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 ONLINE MARKETING

Online marketing, also known as web marketing, internet marketing, web advertising ore-
marketing, is referred to as the marketing (generally promotion) of products or services over the
Internet. E marketing is considered to be broad in scope because it not only refers to marketing
on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer
data and electronic customer relationship management (ECRM) systems are also often grouped
together under e marketing.

Internet marketing ties together the creative and technical aspects of the Internet, including
design, development, advertising and sales. E marketing also refers to the placement of media
along many different stages of the customer engagement cycle through search engine marketing
(SEM), search engine optimization (SEO),banner ads on specific websites, email marketing,
mobile advertising.

TYPES OF ONLINE MARKETING:

Internet marketing is broadly divided in to the following types:

● Display advertising: the use of web banners or banner ads placed on a third-party website
or blog to drive traffic to a company's own website and increase product awareness.
● Search engine marketing (SEM): a form of marketing that seeks to promote websites by
increasing their visibility in search engine result pages (SERPs) through the use of either
paid placement, contextual advertising, and paid inclusion, or through the use of free
search engine optimization techniques.
● Search engine optimization (SEO): the process of improving the visibility of a website or
a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic")
search results.
● Social media marketing: the process of gaining traffic or attention through social media
websites such as Face book, Twitter and LinkedIn.
● Email marketing: involves directly marketing a commercial message to a group of people
using electronic mail.

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● Video marketing: This type of marketing specializes in creating videos that engage the
viewer into a buying state by presenting information in video form and guiding them to a
product or service. Online video is increasingly becoming more popular among internet
users and companies are seeing it as a viable method of attracting customers.

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Search Engine Optimization (SEO): SEO involves optimizing a website to improve its visibility
and ranking in search engine results pages (SERPs). This is achieved through techniques such as
keyword research, on-page optimization, link building, and content creation. The goal is to
increase organic (non-paid) traffic to the website.

Search Engine Marketing (SEM): SEM involves using paid advertising to appear prominently
in search engine results. This typically includes pay-per-click (PPC) advertising, where
advertisers bid on keywords and pay for each click on their ads. Google Ads is a popular platform
for SEM, allowing advertisers to display ads on Google's search results pages and across its
advertising network.

Social Media Marketing (SMM): SMM involves using social media platforms such as
Facebook, Instagram, Twitter, LinkedIn, and Pinterest to promote products or services. Strategies
may include creating engaging content, running paid advertising campaigns, engaging with
followers, and leveraging influencer partnerships to reach target audiences.

Content Marketing: Content marketing focuses on creating and distributing valuable, relevant,
and consistent content to attract and retain a target audience. This content can take various forms,
including blog posts, articles, videos, infographics, podcasts, and more. The goal is to build brand
awareness, establish authority, and drive engagement and conversions.

Email Marketing: Email marketing involves sending commercial messages to a group of people
via email. This can include newsletters, promotional offers, product updates, event invitations,
and more. Email marketing allows businesses to nurture leads, build customer relationships, and
drive sales through personalized and targeted communication.

Affiliate Marketing: Affiliate marketing is a performance-based marketing strategy where

businesses reward affiliates (publishers or influencers) for driving traffic or sales to their website
through affiliate links. Affiliates earn a commission for each successful referral. This model is
popular among e-commerce businesses and content creators who have a loyal following.

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Influencer Marketing: Influencer marketing involves collaborating with influencers—
individuals with a large and engaged following on social media or other digital platforms—to
promote products or services. Influencers create content featuring the brand and share it with their
audience, leveraging their credibility and influence to drive brand awareness and sales.

Display Advertising: Display advertising involves placing visual ads (banners, images, videos)
on third-party websites or digital platforms to reach target audiences. These ads can be targeted
based on demographics, interests, or browsing behavior. Display advertising can be sold on a
cost-per-thousand-impressions (CPM) or cost-per-click (CPC) basis.

Video Marketing: Video marketing involves using videos to promote products or services. This
can include promotional videos, product demonstrations, tutorials, testimonials, and more. Video
content is highly engaging and can be shared across various online platforms, including websites,
social media, and video-sharing sites like YouTube.

Mobile Marketing: Mobile marketing focuses on reaching and engaging audiences on mobile
devices such as smartphones and tablets. Strategies may include mobile-responsive website
design, mobile apps, SMS marketing, in-app advertising, and location-based targeting to deliver
relevant and timely messages to mobile users.

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 Business models

Internet marketing is associated with several business models:

• E-commerce: a model whereby goods and services are sold directly to consumers
(B2C), businesses (B2B), or from consumer to consumer (C2C) using computers
connected to a network.
• Lead-based websites: a strategy whereby an organization generates value by acquiring
sales leads from its website. Similar to walk-in customers in retail world. These
prospects are often referred to as organic leads.
• Affiliate Marketing: a process wherein a product or service developed by one entity is
sold by other active sellers for a share of profits. The entity that owns the product may
provide some marketing material (e.g., sales letters, affiliate links, tracking facilities,
etc.); however, the vast majority of affiliate marketing relationships come from e-
commerce businesses that offer affiliate programs.
• Local E marketing: a strategy through which a small company utilizes the Internet to
find and to nurture relationships that can be used for real-world advantages. Local E
marketing uses tools such as social media marketing, local directory listing and targeted
online sales promotions.

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One-to-one approaches
In a one-to-one approach, marketers target a user browsing the Internet alone and so that the
marketers' messages reach the user personally. This approach is used in search marketing, for
which the advertisements are based on search engine keywords entered by the users. This
approach usually works under the pay per click (PPC) method.

Appeal to specific interests

When appealing to specific interests, marketers place an emphasis on appealing to a specific
behavior or interest, rather than reaching out to a broadly defined demographic. These
marketers typically segment their markets according to age group, gender, geography, and other
general factors.

Niche marketing
Niche and hyper-niche e marketing put further emphasis on creating destinations for web users
and consumers on specific topics and products. Niche marketers differ from traditional

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Internet marketers as they have a more specialized topic knowledge.

In internet marketing a website would be created and promoted on a high-level topic such as
kitchen appliances, niche marketing would focus on more specific topics such as 4- slice
toasters.
Niche marketing provides end users of such sites much targeted information, and allows the
creators to establish themselves as authorities on the topic or product.

Geo-targeting
In E marketing, geo targeting and geo marketing are the methods of determining the geo
location of a website visitor with geo location software, and delivering different contentto that
visitor based on his or her location, such as latitude and longitude, country, regionor state,
city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.

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 HISTORY

In early days of the Internet, online advertising was mostly prohibited. For example, two of the
predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies"
that banned network "use for commercial activities by for-profit institutions". The NSFNet
began phasing out its commercial use ban in 1991.

Email. The first widely publicized example of online advertising was conducted via electronic
mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk,
sent an email to most of the ARPANET's American west coast users, advertising an open house
for a new model of a DEC computer. Despite the prevailing acceptable use policies, electronic
mail marketing rapidly expanded and eventually became known as “spam.”

The first known large-scale non-commercial spam message was sent on 18 January 1994 by an
Andrews University system administrator, by cross-posting a religious message to all USENET
newsgroups. Four months later, Laurence Canter and Martha Siegel, partners in a law firm,
broadly promoted their legal services in a USENET posting titled "Green Card Lottery – Final
One?”[15] Canter and Siegel's Green Card USENET spam raised the profile of online
advertising, stimulating widespread interest in advertising via both Usenet and traditional email.
More recently, spam has evolved into a more industrial operation, where spammers use armies
of virus-infected computers (botnets) to send spamremotely.

Display ads. Online banner advertising began in the early 1990s as page owners sought
additional revenue streams to support their content. Commercial online service
Prodigydisplayed banners at the bottom of the screen to promote Sears products. The first
clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law
firm.[17] In 1994, web banner advertising became mainstream when HotWired, the online
component of Wired Magazine, sold banner ads to AT&T and other companies. The first AT&T
ad on HotWired had a 44%

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click-through rate, and instead of directing clickers to AT&T's website, the ad linked to
an online tour of seven of the world's most acclaimed art museums.
Search ads. GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created
the first search advertising keyword auction in 1998. Google launched its "AdWords" search
advertising program in 2000 and introduced quality-based ranking allocation in 2002, which
sorts search advertisements by a combination of bid price and searchers' likeliness to click on
the ads.

Recent trends. More recently, companies have sought to merge their advertising messages into
editorial content or valuable services. Examples include Red Bull's Red Bull Media House
streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and
Nike's free applications for performance tracking. Advertisers are also embracing social media
and mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.

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 DELIVERY METHODS
DISPLAY ADVERTISING

Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads' effect. Online advertisers (typically through their ad servers)
often use cookies, which are unique identifiers of specific computers, to decide whichads to
serve to a particular consumer. Cookies can track whether a user left a page without buying
anything, so the advertiser can later retarget the user with ads from the site the user visited.

As advertisers collect data across multiple external websites about a user's online activity, they
can create a detailed picture of the user's interests to deliver even more targeted advertising.
This aggregation of data is called behavioral targeting. Advertisers can also target their
audience by using contextual and semantic advertising to deliver display ads related to the
content of the web page where the ads appear. Retargeting, behavioral targeting, and contextual
advertising all are designed to increase an advertiser return on investment, or ROI, over
untargeted ads.

Advertisers may also deliver ads based on a user's suspected geography through geotargeting.
A user's IP address communicates some geographic information (at minimum, the user's
country or general region). The geographic information from an IP can be supplemented and
refined with other proxies or information to narrow the range of possible locations. For
example, with mobile devices, advertisers can sometimes use a phone's GPS receiver
or the location of nearby mobile towers. Cookies and other persistent data on a user's machine
may provide help narrowing a user's location further.

WEB BANNER ADVERTISING

Web banners or banner ads typically are graphical ads displayed within a web page. Many
banner ads are delivered by a central ad server. Banner ads can use rich media to incorporate
video, audio, animations, buttons, forms, or other interactive elements using Java applets,
HTML5, Adobe Flash, and other programs.

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FRAME AD (TRADITIONAL BANNER)
Frame ads were the first form of web banners. The colloquial usage of "banner ads" often refers
to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular
space on the web page. The Interactive Advertising Bureau's Ad Unit Guidelines proposes
standardized pixel dimensions for ad units.

POP-UPS/POP-UNDERS
A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website visitor's
initial browser window.

FLOATING AD
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive after
a preset time period.

EXPANDING AD
An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the
user's mouse movement over the ad. Expanding ads allow advertisers to fit more information
into a restricted ad space.

TRICK BANNERS
A trick banner is a banner ad where the ad copy imitates some screen element users commonly
encounter, such as an operating system message or popular application message, to induce ad
clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are
a form of bait-and-switch. Trick banners commonly attract a higher-than- average click-
through rate, but tricked users may resent the advertiser for deceiving them.

INTERSTITIAL
An interstitial ad displays before a user can access requested content, sometimes while the user
is waiting for the content to load. Interstitial ads are a form of interruption marketing.

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 TEXT ADS
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web
page's primary content, or they can be embedded by hyperlinking individual words or phrases
to advertiser's websites. Text ads may also be delivered through email marketing or text
message marketing. Text-based ads often render faster than graphical ads and can be harder for
ad-blocking software to block.

SEARCH ENGINE MARKETING (SEM)

Search engine marketing, or SEM, is designed to increase a website's visibility in search engine
results pages (SERPs). Search engines provide sponsored results and organic (non- sponsored)
results based on a web searcher's query. Search engines often employ visual cues to differentiate
sponsored results from organic results. Search engine marketing includes all of an advertiser's
actions to make a website's listing more prominent for topicalkeywords.

SEARCH ENGINE OPTIMIZATION (SEO)

Search engine optimization, or SEO, attempts to improve a website's organic search rankingsin
SERPs by increasing the website content's relevance to search terms. Search engines regularly
update their algorithms to penalize poor quality sites that try to game their rankings, making
optimization a moving target for advertisers. Many vendors offers SEO services

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SPONSORED SEARCH

Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers
to be included in the sponsored results of a search for selected keywords. Search ads are often
sold via real-time auctions, where advertisers bid on keywords. In addition to setting a
maximum price per keyword, bids may include time, language, geographical, and other
constraints. Search engines originally sold listings in order of highest bids. Modern search
engines rank sponsored listings based on a combination of bid price, expected click- through
rate, keyword relevancy and site quality.

SOCIAL MEDIA MARKETING

Social media marketing is commercial promotion conducted through social media websites.
Many companies promote their products by posting frequent updates and providing special
offers through their social media profiles.

MOBILE ADVERTISING
Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones,
feature phones, or tablet computers. Mobile advertising may take the form of static or rich
media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service)
ads, mobile search ads, advertising within mobile websites, or ads within mobile applications
or games (such as interstitial ads, “advergaming,” or application sponsorship). Industry groups
such as the Mobile Marketing Association have attempted to standardize mobile ad unit
specifications, similar to the IAB's efforts for general online advertising.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in
the field, connectivity speeds have improved (which, among other things, allows for richer
media ads to be served quickly), screen resolutions have advanced, mobile publishers are
becoming more sophisticated about incorporating ads, and consumers are using mobile devices
more extensively. The Interactive Advertising Bureau predicts continued growth in mobile
advertising with the adoption of location- based targeting and other technological features not
available or relevant on personal computers. In July 2014 Facebook reported
advertising revenue for the June 2014 quarter of $2.68 billion, an increase of 67 percent over
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the second quarter of 2013. Of that, mobile advertising revenue accounted for around 62
percent, an increase of 41 percent on the previous year.

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EMAIL ADVERTISING
Email advertising is ad copy comprising an entire email or a portion of an email message. Email
marketing may be unsolicited, in which case the sender may give the recipient an optionto
opt out of future emails, or it may be sent with the recipient's prior consent (opt-in).

CHAT ADVERTISING
As opposed to static messaging, chat advertising refers to real time messages dropped to users
on certain sites. This is done by the usage of live chat software or tracking applications installed
within certain websites with the operating personnel behind the site often dropping adverts on
the traffic surfing around the sites. In reality this is a subset of the email advertising but different
because of its time window.

ONLINE CLASSIFIED ADVERTISING

Online classified advertising is advertising posted online in a categorical listing of specific
products or services. Examples include online job boards, online real estate listings, automotive
listings, online yellow pages, and online auction-based listings. Craigslist and eBay are two
prominent providers of online classified listings.

ADWARE
Adware is software that, once installed, automatically displays advertisements on a user's
computer. The ads may appear in the software itself, integrated into web pages visited bythe
user, or in pop-ups/pop-under. Adware installed without the user's permission is a type of
malware.

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AFFILIATE MARKETING
Affiliate marketing (sometimes called lead generation) occurs when advertisers organize third
parties to generate potential customers for them. Third-party affiliates receive payment based
on sales generated through their promotion. Affiliate marketers generate traffic to offers from
affiliate networks, and when the desired action is taken by the visitor, the affiliate earns
a commission. These desired actions can be an email submission, a phone call, filling out an
online form, or an online order being completed.

CONTENT MARKETING
Content marketing is any marketing that involves the creation and sharing of media and
publishing content in order to acquire and retain customers. This information can be presented
in a variety of formats, including blogs, news, video, white papers, e-books, infographics, case
studies, how-to guides and more.
Considering that most marketing involves some form of published media, it is almost (though
not entirely) redundant to call 'content marketing' anything other than simply 'marketing'. There
are, of course, other forms of marketing (in-person marketing, telephone-based marketing, word
of mouth marketing, etc.) where the label is more useful for identifying the type of marketing.
However, even these are usually merely presenting content that they are marketing as
information in a way that is different from traditional print, radio, TV, film, email, or web
media.

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ADVANTAGES AND LIMITATIONS OF INTERNET MARKETING

Advantages
Low Cost for Operations

One of the main advantages of online marketing for businesses is its low operating cost. You can
advertise cheaper with internet marketing than with traditional methods of advertisement such as
ads in newspapers, on television and on the radio. In online marketing, you can easily get a free
listing in a wide range of business directories.

Measure and Track Results

An aspect of internet marketing that is rarely available with traditional marketing is the ability to
measure and track results. With online marketing, your business can utilize varying tools for
tracking the results of your advertising campaigns. Using these tools, not only can you measure
and track but also illustrate the progress of your marketing campaign in detailed graphics. The
ability to quantify your marketing efforts is the best possible thing that can be there.

Demographic Targeting

Marketing your products and services online gives you the ability to target audiences based on
demography. This allows you to concentrate your efforts on the audience that you truly want to
offer your products or services. With demographic targeting, you can better target your marketing
efforts on specific demographic regions. Never has it been easier for you to target an area miles
away from your office. With internet marketing, it is possible now to target different
demographics.
Demographic targeting gives you the ability to target specific customers you think are likely to
purchase your product or hire your services. Every time someone visits your website and fills in
a form, it gives you an idea of who your customers really are and lets you discover important
details about them such as age and interests, which better shapes your services to match their
needs.

Global Marketing

The ability to market your products and services globally is one of the biggest advantages of
global marketing for business. Within several months of aggressive SEO, you can secure millions
of viewers and reach huge audiences from across the world. You can now reach every corner of
the world, where there is internet.

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With internet marketing, you can easily reach beyond your geography to offer your products or
services to customers worldwide. Wherever your target audiences are, you can easily reach them
24/7 and from any country all over the world. If your audience consists of more than your local
market, utilizing global marketing offers you a great advantage.

Ability to Multitask

One of the core benefits of online marketing is its ability to handling millions of customers at the
same time. As long as a website’s infrastructure is efficient, numerous transactions can easily take
place simultaneously.
However, even with a large number of transactions taking place, your website is capable of
providing satisfactory service to every customer who makes a purchase online, without the risk
of diminished satisfaction. This high adaptability of internet marketing is an important benefit
that businesses can take advantage of to provide their consumers with the best shopping
experience.

24/7 Marketing

Internet marketing reduces cost and runs around the clock. That means that your marketing
campaigns run for 24 hours a day, 7 days a week. Compared to traditional marketing, internet
marketing does not constrain you with opening hours. At the same time, you would not be
worrying about overtime pay for your staff.
In addition to this, there is no regional or international time difference for you to worry about that
will affect the reachability or availability of your offers or online campaigns. Whenever someone
opens their computer and connects to the internet, there is a higher chance of them seeing your
marketing campaign. Furthermore, customers can look for your product at their most convenient
time.

Automated, Tech-Savvy Marketing

Another advantage of internet marketing is that marketing this way is easy with one-mouse-click
automation. Compared to traditional offline marketing where marketers delegate various tasks to
the best hands and talents, internet marketing takes advantage of a more tech-savvy method. With
internet marketing, everything can go automated.
Internet marketing gives you the chance to turn every aspect of your business’s operations into a
fully automated system. All you need to do is find the right tool and technology suited to your
marketing campaign and you are done. By automating your marketing campaign, you can choose
to do something more valuable with your time.
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Data Collection for Personalization

Transactions through the internet allow you to collect data. Whenever a customer purchases a
product through a company’s website, the data is captured. Your business can use this data in
varying ways. Most businesses analyze the data to find out what products and/or services sell
frequently.

The information collected through this method typically includes age, gender, location, how they
came to your site, what sites they visited after they left, viewed products and the pages visited on
your site.
Another way of collecting customer data is through the use of internet tools or with a tracking
software. Compared to traditional marketing, online marketing allows for better data collection
as well as personalization.
Through this advantage of internet marketing, businesses can serve millions of customers with
various items and products based on their personal interests. Thus, shoppers can easily get their
desired products without having to comb through the internet all day.

Diversified Marketing and Advertising

When targeting your audience, diversification plays an important role in your marketing and
advertising campaigns. Diversification means that you can use a variety of tactics and strategies
in order to reach your prospects. With online marketing, diversification becomes a lot easier. In
addition to that, it is possible for you to run varying marketing techniques simultaneously to better
implement your marketing campaign.

Easy Tweaking to Your Marketing and Advertising Campaigns

It is inevitable in marketing and advertising that something needs to be tweaked in order to

optimize your campaigns. Compared to traditional marketing, online advertising is much easier
to tweak. Whenever the campaign needs to be modified, online marketing allows the modification
to happen without having to worry about downtime, service interruption or even halting the entire
system.
This means that you can easily change the appearance of your online shopping mall – your website
– by changing a few lines in the CSS that link to the web page.

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Instant Transaction Service

Executing transactions is easy and nearly instant online. You can do this through a digital payment
service so that there is no need for cash to go between the marketer and the customer to buy and
sell merchandise. This is all possible due to payment processing solutions executed by third party
payment processing companies such as PayPal.

Better Sales Relationships

In traditional marketing, merchants often give their business cards or pamphlets to their customers
after a sale. However, what happens is often on such occasions, the customers lose the cards or
misplace it. The only time the seller would remember about the card as if they had the intention
of visiting the seller again.
In the end, most customers do not remember the seller much less the card, so this marketing
method does not work to convince buyers to return. This is different from internet marketing
where the marketers can easily collect email addresses of their prospects and buyers, which they
can use in reaching out and forming a relationship with the customer.

Time-Effective Marketing

Unlike traditional marketing, internet marketing is easy to start and quick to implement. You can
easily set up a marketing campaign at any time that is convenient for you. In fact, you can set up
email marketing for your business within only a matter of hours. Within the next few minutes,
you can set up an autoresponder and create a marketing list for your business.

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Limitations
• One of the challenges that internet markets face (as does the general public) is that many
internet products are outright scams or promoted with deception making it difficult to
know what one is buying. This is especially the case with products that are supposed to
train or aid internet marketers in making money. While the quality of products has
improved in the past few years, ethics is still often missing in e marketing. Many so-
called money making products are "empty boxes" in which there is essentially nothing
there yet a buyer is to make money by reselling this empty box to others. Pyramid
schemes are also still prevalent.
• The consumer is unable to physically feel or try on the product which can be a
limitation for certain goods. However a survey of consumers of cosmetics products
shows 4th3at email marketing can be used to interest a consumer to visit a store to try
a product with sales representative.

 Over 50% of households shop online and this number is continued to grow, you are
reaching less than two out of three households.

 So many scams on the internet.

 Timing of updates is critical, so it’s easy to have outdated information on your site.

 Is your website safe? Because of the fear of the website’s security, many of the visitors
will not want to use their credit card to make a purchase if they don’t know that your site
is secure.

 No replacement is there for good old-fashioned customer service. The majority of online
marketers lack inquiry response programs and customer service.

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 Therefore, your many online visitors will already have painted your website as poor
service before contacted you. Also, the majority of sites have poor navigation that makes
it tough for the visitor to find what they are looking for. Many sites were created without
a customer service point of view.

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 SECURITY CONCERNS
Information security is important both to companies and consumers that participate in online
business. Many consumers are hesitant to purchase items over the Internet because they do not
believe that their personal information will remain private. Some companies that purchase
customer information offer the option for individuals to have their information removed from
their promotional redistribution, also known as opting out. However, many customers are
unaware if and when their information is being shared, and are unable to stop the transfer of
their information between companies if such activity occurs. Additionally, companies holding
private information are vulnerable to data attacks and leaks. Internet browsing privacyis a
related consumer concern. Web sites routinely capture browsing and search history whichcan
be used to provide targeted advertising. Privacy policies can provide transparency to these
practices. Spyware prevention software can also be used to shield the consumer.
Another consumer e-commerce concern is whether or not they will receive exactly what
they purchase. Online merchants have attempted to address this concern by investing in and
building strong consumer brands (e.g., Amazon.com, eBay, and Overstock.com), and by
leveraging merchant and feedback rating systems and e- commerce bonding solutions. All these
solutions attempt to assure consumers that their transactions will be free of problems because
the merchants can be trusted to provide reliable products and services. Additionally, several
major online payment mechanisms (credit cards, PayPal, Google Checkout, etc.) have provided
back-end buyer protection systems to address problems if they occur.

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USAGE TRENDS

Technological advancements in the telecommunications industry have dramatically affected

online advertising techniques. Many firms are embracing a paradigm that is shifting the focus
of advertising methodology from traditional text and image advertisements to those containing
more recent technologies like JavaScript and Adobe Flash. As a result, advertisers can more
effectively engage and connect their audience with their campaigns that seek to shape consumer
attitudes and feelings towards specific products and services.

Effects on industries
The number of banks offering the ability to perform banking tasks over the internet has
increased. Online banking appeals to customers because it is often faster and considered more
convenient than visiting bank branches.

Internet auctions
Internet auctions have become a multi-billion dollar business. Unique items that could only
previously be found at flea markets are now being sold on Internet auction websites such as
eBay. Specialized e-web stores sell a vast amount of items like antiques, movie props, clothing,
gadgets, and so on.
As the premier online reselling platform, eBay is often used as a price-basis for specialized
items. Buyers and sellers often look at prices on the website before going to flea markets; the
price shown on eBay often becomes the item's selling price.

Advertising industry
In addition to the major effect e marketing has had on the technology industry, the effecton
the advertising industry itself has been profound. In just a few years, online advertisinghas
grown to be worth tens of billions of dollars annually. PricewaterhouseCoopers reported that
US$16.9 billion was spent on Online marketing in the U.S. in 2006 .

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This has caused a growing impact on the United States' electoral process. In 2008, candidates
for President heavily utilized E marketing strategies to reach constituents. During the 2007
primaries, candidates added, on average, over 500 social network supporters per day to help
spread their message. President Barack Obama rose over US$1 million in one day during his
extensive Democratic candidacy campaign, largely due to online donors.
Several industries have heavily invested in and benefited from e marketing and online
advertising. Some of them were originally brick and mortar businesses such as publishing,
music, automotive or gambling, while others have sprung up as purely online businesses, such
as digital design and media blogging and internet service hosting.

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 DIGITAL MARKETING

Digital marketing is the use of internet connected devices to engage a customer with
online advertising in order to promote products and services. Internet connected
devices are those such as web browsers, smart phones and game consoles. As
technology develops more devices become able of internet browsing and the digital
marketing potential that comes with it.

DIGITAL MARKETING –

• Pull versus Push

• Two different forms of digital marketing exist
Pull digital marketing in which the consumer must actively seek the marketing content often via
web searches or the recipient has given permission to receive content that is sent to the consumer
by email, text message and web feed. Websites, blogs and streaming media (audio and video)
are also examples of pull digital marketing. Articles with specific target / topic are a great source
to pull interested viewers. In each of these, users have to link to the website to view the content.
Only current web browser technology is required to maintain static content. However, additional
e marketing technologies (search engine optimization) may be required to attract the desired
consumer demographic.

Push digital marketing technologies in which the marketer sends a message without the consent
of the recipients, such as display advertising on websites and news blogs. Email, text messaging
and web feeds can also be classed as push digital marketing when the recipient has not given
permission to receive the marketing message. (This is also known as spam). Push technologies
can deliver content immediately as it becomes available and are better targeted totheir consumer
demographics, although audiences are often smaller, and the costs of creation and distribution
are higher. Push digital marketing technologies are more proper when done with the prior
permission, the concept called a4s8permission marketing.
This is also more ethical. Permission can be obtained either through subscriptions, or consent

to send email etc.

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 DIGITAL MARKETING AND MULTI-CHANNEL
COMMUNICATIONS

Push and pull message technologies can be used in conjunction with each other. For
example, an email campaign can include a banner ad or link to a content download.

The importance of multichannel marketing

1. Multichannel marketing is important for the simple reason that you must be where your
customers are. And they are everywhere. If you need another reason, consider this:
Multichannel customers spend three to four times more than single-channel customers do.

2. There’s no doubt that customers today have much more control over the buying process than
marketers do. Thanks to the proliferation of available channels, customers have more choices
than ever when it comes to how they want to get information.

3. Today there are more ways to reach customers – both in terms of number and variety of
channels – than we could have imagined not so long ago. And as the number of channels
continues to rise – and it will – the need to embrace multichannel marketing will become not
only a good idea, but a critical one.

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 SOCIAL MEDIA OPTIMIZATION

Social media optimization (abbreviated as SMO) refers to the use of a number of social media
outlets and communities to generate publicity to increase the awareness of a product, brand or
event. Types of social media involved include RSS feeds, social news and bookmarking sites,
as well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar
to search engine optimization in that the goal is to generate traffic and awareness fora website.
In general, social media optimization refers to optimizing a website and its content in terms
of sharing across social media and networking sites.

Search engines are increasingly utilizing the recommendations of users of social networks such
as Facebook, Twitter, and Google+ to rank pages in the search engine result pages. The
implication is that when a webpage is shared or "liked" by a user on a social network, it counts
as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to
properly rank websites in search engine results pages. Furthermore, it is more difficult to tip the
scales or influence the search engines in this way, and consequently search engines are putting
more stock into social search.

While social media optimization is related to search engine marketing, it differs in several ways.
Primarily, SMO focuses on driving traffic from sources other than search engines, though
improved search ranking is also a benefit of successful social media optimization.
Social media optimization is in many ways connected to the technique of viral marketing where
word of mouth is created not through friends or family but through the use of networking in
social bookmarking, video and photo sharing websites. Furthermore, by following social trends
and utilizing alternative social networks, websites can retain existing followers while also
attracting new ones.

For example, with an effective social bookmarking campaign, not only can websitetraffic be
increased, but a site's rankings can also be increased. In a similar way, the engagement with
blogs creates a similar result by sharing content through the use of RSS in the blogosphere and
special blog search engines.

52
Social media optimization is considered an integral part of an online reputation management
(ORM) or search engine reputation management (SERM) strategy for organizations or
individuals who care about their online presence.
Social media optimization is not limited to marketing and brand building. Increasingly, smart
businesses are integrating social media participation as part of their knowledge management
strategy (i.e., product/service development, recruiting, employee engagement and turnover,
brand building, customer satisfaction and relations, business development and more).
Additionally, social media optimization can be implemented to foster a community of the
associated site, allowing for a healthy business-to-consumer (B2C) relationship.

53
 ONLINE PRESENCE MANAGEMENT

Online presence management is the process of presenting and drawing traffic to a personal or
professional brand online. This process combines web design and development, blogging,
search engine optimization, pay per click marketing, reputation management, directory listings,
social media, link sharing, and other avenues to create a long-term positive presence for a
person, organization, or product in search engines and on the web in general.

Theory of online presence management

Due to the evolving nature of Internet use, a web site alone is not sufficient to promote most
brands. To maintain a web presence and brand recognition, individuals and companies need to
use a combination of social tools such as Google Maps, Facebook, Twitter, Flickr, Youtube,and
Pinterest, as well as cultivating a brand presence on mobile apps and other online databases.
The online presence management process starts by determining goals that will define an online
strategy. Once this strategy is put in place, an ongoing and constant process of evaluating and
fine-tuning is necessary to drive online presence towards the identified goals. At the same time,
presence management is concerned with reducing the cost of achieving goals by relying more
on organic activity than on paid placement approaches.
An online presence management strategy has several parts. Generally these will include search
engine placement (making sure the brand appears high in search engine results when the end
user has a relevant query), monitoring online discussion around the brand, and analyzing the
brand's overall web presence.

54
ELEMENTS OF ONLINE PRESENCE MANAGEMENT

Web Design and Development

Web design ensures that the brand is visually attractive through web site layout, logo, image
placement, and other strategies. This may include establishing a consistent graphics scheme
to use in establishing brand consistency across online platforms. Web development includes
programming sites, creating mobile versions or apps, and related activities. A developer can tie
branding into navigation and integrate search engine optimization into a brand's web site.
Security configuration is also important to ensure brand reliability online.

Blogging
Blogging can promote a brand through consistent, interesting content generation associated
with a particular brand. Micro blogging through services such as Twitter may be particularly
effective for establishing and maintaining name recognition. Blogging is also a quick way to
respond to brand-related complaints and maintain a positive focus around a brand.

Search Engine Optimization

Search Engine Optimization is the use of keywords in a web site to increase its ranking and
thus visibility in the organic, crawler-based listings of search engines. Search engines use
a spider or a crawler to gather listings by automatically "crawling" the web. The spider follows
links to web pages, makes copies of the pages, and web stores them in the search engine's index.
Based on this data, the search engines then index the pages and rank the websitesaccordingly.
Major search engines that index pages using spiders are Google, Yahoo, Bing, AOL, and Lycos.

Some methods to optimize a web page in search engines are:

• Strategic linking (quantity of links per page, target, and keywords in link text)
• Keywords used in headings, page titles, and image descriptions.
• Title tags

53
 INTERNET ADVERTISING

Internet advertising is a form of broadcasting and promotion of products, ideas, or services

using the Internet to attract customers. A 2011 advertising industry survey found that 21 percent
of Internet users consider online advertising to be the most relevant advertising system. Internet
advertising has overtaken other traditional advertising media such as newspapers, magazines,
and radio.[5] Internet advertising targets users interested in relevant keywords and display a text
or image ad next to search results or within social media.

REPUTATION MANAGEMENT
Reputation management is the process of tracking actions and opinions, looking for positive
and negative opinions about any particular service or product, and removing negative opinions
(if any) and converting them into positive ones. It is important, however, not to attack or try to
obscure negative opinions through devious means, as this is likely to have an overall negative
effect on the brand. A better strategy is to respond to complaints with information and an
apologetic attitude, cultivating later positive reviews.

SOCIAL MEDIA MARKETING

Social media marketing uses social media platforms to create and foster communities and
relationships. Social media marketing is focused on creating content thatattracts attention and
encourages readers to share content with their social networks. Social messages are effective
because they come from a trusted, third-party source, rather than the branditself.
Understanding what tools are available and how to use them effectively is key to success in
social media marketing. Some of these tools include:

● Social analytics and reporting

● Social media monitoring.

● Social aggregation

● Social bookmarking and tagging

53
 IMPACT OF TECHNOLOGY ON MARKETING
Communication helps businesses grow and prosper, creates relationships, strengthens the
effectiveness of organizations, and allows people to learn about one another. Technologies,
such as the Internet, mobile phones, social media, and customer relationship management
systems greatly affect the way companies communicate with prospective customers. These new
forms of communication are changing the media landscape and the type of messaging strategy
organizations use.

Many consumers and business professionals seek information and connect with other people
and businesses from their computers and phones. With access to many sources of information
and an interest in interactive media, consumers may collect more product information on their
own. Work environments are also changing, with more people having virtual offices, texting
on their cell phones, or communicating through social media sites such as Facebook, LinkedIn,
Pinterest, and Twitter. As the media landscape changes, the money that organizations spend on
different types of communication will change as well. Once companieshave developed products
and services, they must communicate the values and benefits ofthe offerings to current and
potential customers.

Integrated marketing communications (IMC) provide an approach designed to deliver one

consistent message to buyers through an organization's promotions that may span all different
types of media - such as TV, radio, magazines, the Internet, mobile phones, and social media.
Delivering consistent information about a brand or an organization helps establish it in the
minds of consumers and potential customers across target markets. With IMC, organizations
can coordinate their messages to build the brand and develop strong customer relationships
while also helping customers satisfy their needs.

54
Young people today are part of the millennial generation, and it is consumers from this
generation who are driving the change toward new communication technologies. A young
consumer might opt to get promotions via mobile marketing - say, from stores on your cell
phone as you walk by them or via a mobile gaming device that allows you to connect to the
Web. Likewise, advertisements on Facebook are popular as businesses continue to utilize more
social media. Traditional media (magazines, newspapers, television) compete with media such
as the Internet, texting, mobile phones, social media, user-generated content such as blogs, and
YouTube as well as out-of- home advertising such as billboards and movable promotions.

Therefore, all forms of marketing media have been forced to come up with new innovations to
remain relevant.

55
 CHALLENGES OF TECHNOLOGICAL COMPLEXITIES

With high consumer expectations and an explosion in engagement devices and channels,
marketers today are faced with a sprawling matrix of disconnected figures to make sense of.
Some tools today provide a more consolidated view of figures, but still, 71% of Chief
Marketing Officers (CMOs) feel unprepared for the data explosion they face. There are two
possible camps in modern marketing: those who "get it" and have intricate systems in place to
measure and act on the intelligence provided by multi- channel metrics, and those who view
metrics as a check-box item on their list of requirements – something they know they need but
don't know how to leverage effectively.
Collecting metrics today means going beyond tracking the transaction and business objectives.
In order to leverage metrics strategically to create loyal and engaged clients, businesses need to
look at creating consolidated, personal views of their customers that span channels. They need
metrics that can come together to help paint a picture of the end-to- end client relationshipand
show how to better target messaging to drive engagement. Marketers need to find a way tobreak
down the silos and connect the data sources. Only then can they get a complete view of client
interaction and transactions and leverage this data to build strong relationships.

56
RESEARCH OBJECTIVES
The main objectives of the Project study are:-
1. To know about the Internet marketing.
2. Acceptance of Internet Marketing among the people of Lucknow city.
3. To Study the perception & acceptance of people in Lucknow towards Internet
Marketing.
4. To know the advantages and disadvantages of Internet Marketing.
5. To study the effectiveness of Internet marketing from the customers point of view.

SCOPE OF STUDY:
1. Study helps to know the Marketing and Internet marketing.
2. Study focuses on specially the Internet marketing segment.
3. Study focuses on customer perception towards internet marketing.
4. Study focuses on the difference between traditional marketing and internet
marketing.
5. Study focuses on the promotion of product on internet.

61
CHAPTER
THREE

62
LITERATURE
REVIEW

63
 LITERATURE REVIEW

There are many researches and studies about the comparison between traditional marketing and
modern marketing and also advantages and disadvantages of E- marketing, which shows the
performances and efficiencies of it.

• Chaston and Mangles (2003), examined the influence of marketing style on the
utilization of the Internet among small UK manufacturing firms. They employed a
quantitative methodology to determine whether, in business-to-business markets, the
Internet is a technology that will be managed differently by firms that have adopted a
relationship versus a transactional marketing orientation. The research was conducted
depending on a survey strategy through mailed questionnaires on a sample of 298 UK
small firms (manufacturers of mechanical or electronic components / their primary area
of activity is business to-business marketing / have between 10-50 employees / not
branch plants of British or multinational organizations). Insufficient evidence was found
to support the view that relationship-orientated firms, when compared with transaction
ally- orientated competitors, exhibit differing perceptions about the nature of online
markets.

• According to Hoge (1993), Electronic marketing (EM) is the transfer of goods or

services from seller to buyer that involves one or more electronic methods or media.
Internet marketing began with the use of telegraphs in the nineteenth century. With the
advent and mass acceptance of the telephone, radio, television, and then cable,
electronic media have become the dominant marketing force. Hoge’s (1993) idea of
Internet marketing is simple but it does not touch the important aspect of customer
relationship.

• Strauss and Ansary (2006) defined Internet marketing in their latest book as the use of
information technology in the process of creating, communicating, and delivering value
to customers, and for managing customer relationships in ways that

64
 benefit the organization and its stake holders. This explanation tells that e- marketing is
not only about selling products or providing services through IT but it is lot more than
that. It is not just traditional marketing using the information technology tools but it’s a
strategic model to achieve brand value and provide customer satisfaction. Idea of
Internet marketing can be derived as type of marketing in which objectives are achieved
through use of electronic communication tools like internet, interactive TV and mobile
phones. Generally people do confuse e- marketing with online or internet marketing,
where online marketing is just limited to the use of internet technology to attain
marketing objectives.

• Dave Chaffey (2002) defines Internet marketing as “Applying Digital technologies

which form online channels (Web, e-mail, databases, plus mobile/wireless & digital
TV) to contribute to marketing activities aimed at achieving profitable acquisition and
retention of customers (within a multichannel buying process and customer lifecycle)
through improving our customer knowledge (of their profiles, behaviour, value and
loyalty drivers), then delivering integrated targeted communications and online services
that match their individual needs. Chaffey's definition reflects the relationship
marketing concept, it emphasis that it should not be technology that drives Electronic
marketing, but the business model.

65
 GAP IDENTIFIED

• Almost into the review researchers focused to know the merits of Internet marketing
from the organization’s point of view means they did not focus to find benefits of
internet marketing from the Customer’s view so that is the big reason why many
people do not know about the exact benefits of internet marketing.

• Another think is that into the review researchers mainly done their researches out side
the India so in there is huge illiteracy about the Internet marketing or use of internet
marketing or merits of internet marketing.

• Almost in the reviews mainly focus on the product means what are the products
included in internet marketing and how to promote the product on internet so there
was no focus on the price difference from traditional market to internet market.

• Almost into the reviews there was only focus to calculate the difference between
the traditional market to internet market so theyunable to give the realview of the
internet marketing in his review paper.

• In the most of the reviews there only employees of the organization was be part of the
sample and the another thing is that there was most male employees to which they took
the sample for the research.

66
PROBLEMS DEFINITION:

Research project work in “Internet Marketing in Lucknow city.” is done by me.

The revolution of information technology (IT) and communications has changed the way people
conduct business today. Nowadays, most of the businesses are related to electronically
instruments especially internet. Implementation of Internet marketing can change the shape of
business all over the world. Because of the rapid proliferation of the Internet, the World Wide
Web (WWW) and electronic communication has created fast growing new electronic channels
for marketing. If we surf through the internet, we will find many advertisements which their
goals are to persuade visitors to purchase their goods or use their services. The new method to
advertising and selling goods in the globe which is much cheaper, useful and suitable for
producers and suppliers is using the internet. Different types of modern marketing like internet
marketing, email marketing, and online advertising are all drive businesses to be successful.
Nowadays, there is no need to entering a market place to find our needs. We can find whatever
we need, neither wasting time nor wasting cost, just with a quick click and use internet search
engine.

67
CHAPTER FOUR
RESEARCH
METHODOLOGY

68
 RESEARCH METHODOLOGY
RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. It
is the conceptual procedure with in which research is conducted. The objective of this project
is to gain a better insight into the various strategies adopted by various four wheeler
manufacturers.
The system is evaluated and steps for improvements are suggested. Information that was
already available and collected through questionnaire is used to make a critical evaluation of
the system. Therefore exploratory research was selected.

Sampling Segment:
The respondent of the study are part of population of Lucknow city.

Sample Size:
The size of the sample is 100 out of the age group of 18-35 years.
Sample Techniques
Non-Probability –convenience sampling is used in the survey.

Data Collection:
Data is the basis for all statistical analysis and collection of data is the important stage in
the research. The data could be classified as Primary data and Secondary data.

69
 Primary data:
Primary data are the data which can be collected afresh and for the first time and thus happen
to be original in character. The primary data used for this study was collected through
questionnaire.

Secondary data:
Secondary data means data that are already available (i.e.) they refer to the data which have
already been collected and analyzed by someone else. For this study the secondary data was
collected from Company manuals, Websites, annual reports, Journals, etc.

Research Instrument:
The research instrument for this study is questionnaire. Questionnaire is a set of questions
prepared in order to collect the required information from the employees. The questionnaire
contains the following type of questions.

Statistical tools:
The data collected was analyzed using the following statistical tools.
 Percentage Analysis
This is a unvaried analysis (i.e. considering just one factor) where the percentage of a particular
factor, with different categories are calculated in order to help one get a fair idea regarding
a sample and thereby that of population.
Percentage = (Number of respondents/Total no of respondents)*100
The ease of simplicity of calculation, the general understanding of its purpose and the near
universal application of the percentage have made it the most widely used statistical tool.

70
 CHAPTER -FIVE
DATA ANALYSIS AND
INTERPRETATION

71
 ANALYSIS OF THE DATACOLLECTION

Q1. What is you occupation?

Student 50%

Service/Business 50%

Interpretation: I have chosen equal number of students and working

people for this report. Thus, 50% respondents are student and rest 50%
either are in service or having business.

72
Q2. Are you aware of Internet marketing?

Yes 98%
No 02%

Interpretation: Almost all respondents are aware of the Internet marketing..

73
Q3. What advertising medium attract you most?

Traditional Marketing 45%

Internet marketing 55%

Interpretation: It can be easily seen that the most of the respondents are
easily attracted by Internet marketing.

74
 Q4. Which traditional marketing format impacts you most?

Newspaper 45%
Pamphlets 22%
Hoardings 15%
Others 18%

Interpretation: Most of the respondents said that they are newspaper

advertising attracts them most among all mean of traditional marketing.

75
 Q5. Would you like to use Internet marketing in Future?
Yes 92%
No 08%

Interpretation: Most of the respondents would like to use Internet marketing for their
business.

76
 Q6. Which platform is better for the Internet marketing?

Email 35%
Social Media 55%
Others 10%

Interpretation: Most of the respondents think that Social Media is better platform
amongst all other Internet marketing formats.

77
 Q7. Have you ever bought any product which attracted you on
Internet marketing?
Yes 78%
No 22%

Interpretation: Most of the respondents have bought product which attracted you on
Internet marketing.

78
 Q8. Do you search on Internet before buying any product?
Yes 98%
No 02%

Decisi No of
on Responden
ts
Yes 98%
No 2%

Interpretation: Most of the respondents would like search product and read
reviews before purchasing the product.

79
 Q9. Do you trust on products/brands you see on Internet marketing?
Yes 68%
No 32%

Interpretation: Most of the respondents said that

they trust on products/brands you see on Internet
marketing.

80
 Q10. Do you think that Internet marketing is threat for the
Traditional marketing?
Yes 58%
No 42%

Interpretation: Respondents wants us to manage a blog for their

business which would help them to advertise for their business
more effectively.

81
CHAPTER SIX

FINDINGS

80
 FINDINGS

Internet marketing is a new form of marketing which marketers use the new factors like
electronics media, digital technology and internet to reach their business goals. Email
Marketing is a form of direct marketing which utilizes electronic means to deliver commercial
messages to an audience. It is one of the oldest and still one of the most powerful of all Internet
marketing tactics. In the small businesses, success relies on maximizing the sales while
minimizing the expenses. Email allows people to do both.

Other findings from the survey as given below:-

• I have chosen equal number of students and working people for this report. Thus, 50%
respondents are student and rest 50% either are in service or having business.
• Almost all respondents are aware of the Internet marketing..
• It can be easily seen that the most of the respondents are easily attracted by
E- marketing.
• Most of the respondents said that they are newspaper advertising attracts them
most among all mean of traditional marketing.
• Most of the respondents would like to use Internet marketing for their business.
• Most of the respondents think that Social Media is better platform amongst all other
Internet marketing formats.
• Most of the respondents have bought product which attracted you on E- marketing.
• Most of the respondents would like search product and read reviews before
purchasing the product.
• Most of the respondents said that they trust on products/brands you see on E-
marketing.
• Respondents want us to manage a blog for their business which would help them
to advertise for their business more effectively.

83
LIMITATIONS
 LIMITATIONS

➢ Time constraint- The time constraint refers to the amount of time

available to complete a project.
➢ Availability of information- A Research largely depends on the information
available to achieve its objectives the availability of information is also a
major concern in this Project report.
➢ Biasness of the Data- The data collected is primary in nature. So the user may have
different objective and may have used it accordingly. So the data available may be
bias.
RECOMMENDATIONS &
SUGGETIONS
 RECOMMENDATIONS AND SUGGESTIONS

• Media Redefined should work towards sales promotion. It was found that majority of
the public is unaware of this brand.
• Company should take advertisement and sales promotion activities into account very
seriously.
• They should create awareness about the brand through newspapers and daily magazines.
If all the above three points would be there then the sales would be good of this brand.
• Hoarding and postures must be placed in the markets. The address and the name
of the company should be clear on the postures so that it would easily be visible to
the general public.
CONCLUSION
 CONCLUSION

Internet marketing is rapidly changing the way people do business all over the world. In the
business-to-consumer segment, sales through the web have been increasing dramatically over
the last few years. Customers, not only those from well- developed countries but also those
from developing countries, are getting used to the new shopping channel. Understanding the
factors that affect intention, adoption and repurchase are important for researchers and
practitioners alike. Internet marketing is gaining popularity among people specially the younger
generation but in today scenario to become equally popular among all age groups internet
marketing will have to cover a longer distance. People have hesitations in usinge-services due
to security concerns, lack of physical approach towards product offered, delays in product
delivery along with price & quality concerns. More- over people are more resistant to change
& not easily adaptable to newer technology. 68% of respondent found shopping fromshop easier,
convenient & preferable over online purchasing. Above finding clearly supports our conclusion
that people are tradition bound & have doubt in mindset as far as issue of online
shopping/purchase of product isconcerned.
People have dubious attitude towards internet marketing of product & services mainly dueto
security concern related to privacy of personal information. Personal information privacy
should be given preference by the companies involved in online marketing of product &
services. The other major concern among people includes authenticity of product & services
offered online. Companies involved in online trading should focus on building their brand
awareness among people so that trust-worthy relationship can be developed between producers
& consumers. On-time delivery of products purchased through online shopping will prove to
be quite beneficial in a long run. Significant price- cuts should be offered to customers as there
are relatively no/lesser intermediaries involved as far as internet marketing is concerned.
Currency fluctuation should be dealt with great care & steps should be taken both by
government & companies so as to reduce currency fluctuation to its minimal.
Promotional schemes should be launched to promote internet marketing business.
Advertising of web-products & services is one of the major issues where companies fail to
attract potential consumer’s attention. Companies should focus on offering informative
advertisements which would contain product information along with additional products &
services offering which best suits needs of people. Such advertisements frequency should be
high so as to position the products & brands in consumer mindset. In a nut shell we can conclude
that Internet marketing has a potential to grow, only proper boosting needs to be done both at
producer and consumer level apart from government efforts.
BIBLIOGRAPHY
BIBLIOGRAPHY

WEBSITE:-
www.scrib.com
www.academiaedu.com
www.digitalmarketing .com
www.traditionalmarketing.com/slidshare
www.wikipedipedia.org

BOOKS
1. Marketing Management Author Philip Kotler
2. Marketing Management Author:
CB Gupta
3.Publication: Sultan Chand Sons-tb
MAGAZINES AND JOUURNALS:
Newspapers and publishers

Company:S infoguides Academics journal

ANNEXURE
 QUESTIONNARE

Q1. What is your occupation?

● STUDENT
● SERVICE/BUSINESS
● OTHER

Q2. Are you aware of Internet marketing?

● YES
● NO

Q3. What advertising medium attract you most?

● TRADITIONAL MARKETING

● INTERNET MARKETING

Q4. Which traditional marketing format impacts you most?

● NEWSPAPER
● PAMPHLETS
● HOARDINGS
● OTHER

Q5. Would you like to use Internet marketing in Future?

● YES
● NO

Q6. Which platform is better for the Internet marketing?

● Email
● Social
Media

● Others
Q7. Have you ever bought any product which attracted you on Internet
marketing?

● YES
● NO

Q8. Do you search on Internet before buying any product?

● YES
● NO

Q9. Do you trust on products/brands you see on Internet marketing?

● YES
● NO

Q10. Do you think that Internet marketing is threat for the Traditional
marketing?

● YES
● NO