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Title
“The impact of digital marketing as a marketing tool in INDIAN market”

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ACKNOWLEDGEMENT
Any activity big or small is a result of collective effort of several individuals. From the very
beginning of human civilization to this complex world, we are dependent on each other for
accomplishment our goals. The project report of 5 such magnitude could not be accomplished
without the assistance of several people who participated directly or indirectly. This project
report is also the result of collective effort and support of several individuals who have been
given me their valuable contribution in fulfilment of the work. Exchange of ideas generates a
new object to work in a better way. So whenever a person is helped and cooperated by others, his
heart is bound to pay gratitude and obligation to them. Acknowledgement is not merely a
formality but an expression of deep sense of gratitude and cumulative appreciation.
First of all, I would like to give special thanks to the almighty whose blessing helped me to
complete this project. Completing a task is never a one man effort. Before explaining my project
report,
I give my sincere gratitude and thanks to Mr.Manish Tiwari (EDSS Pvt. Ltd.) to provide a
proper guidance and a right approach from time to time, to accomplish the goal. They shared
ideas with me to complete my project. They have always been guiding and suggesting me like
teacher, guide and mentor as well.
I also acknowledge my heartiest gratitude to. A faculty member of, who helped me a lot and give
me a right direction in completing the project. I am also grateful to all my faculty members of
Sinhgad Institute of Managaement and Computer Application, who have helped me in
completing this project. It shall be an injustice, if I don’t express thank to my friends who helped
me in completing my project report.
It is my earnest duty to express most gratitude and honour to my parents.

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DECLARATION
I, the undersigned, hereby declare that the Project Report entitled
―IMPACT OF DIGITAL MARKETING AS A MARKETING TOOL IN INDIA‖
Written and submitted by me to the University of Pune, Pune in partial fulfilment of the
requirement for the award of degree of Master of Business Administration under the guidance of
Dr.B.U.Sankaye (Project Guide) is my original work and the conclusions drawn therein are
based on the material collected by myself.
Place: Pune (SANDIP A.PATIL)
Date: Research Student

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GUIDE’S CERTIFICATE
C E R T I F I C A T E
This is to certify that the Project Report entitled
―IMPACT OF DIGITAL MARKETING AS A MARKETING TOOL IN INDIA AT EDSS
PVT. LTD.‖
which is being submitted herewith for the award of the degree of Master of Business
Administration of University of Pune, Pune is the result of the original research work completed
by Mr. SANDIP ASHOK PATIL under my supervision and guidance and to the best of my
knowledge and belief the work embodied in this Project Report has not formed earlier the basis
for the award of any degree or similar title of this or any other University or examining body.
Place: Pune (Dr.B.U.Sankaye)
Date: Project Guide

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CONTENT
No. Name Page No.
1 ACKNOWLEDGMENT 3
2 LIST OF TABLES 8
3 LIST OF FIGURES 9
4 CHAPTER I
Introduction about Digital Marketing.
1.1 Basic Theoretical Concepts and Contexts of the Topic
1.2 Need for the study
1.3 Objectives of the Project
1.4 Scope of the Study
11
12
17
21
22
5 CHAPTER II
Profile of the Organization
2.1 Relevant information of the Organization
2.2 Current status of the company
2.3 Future plans of the Organization
22
24
26
27
6 CHAPTER III
Research Design and Methodology
3.1 Questionaires
3.2 List of Companies
3.3 Research Methodology
3.4 Methods of data analysis
3.5 Limitation of the Study
27
29
30
32
33
34

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7 CHAPTER IV
Analysis & Interpretations
4.1 Data Presentation
4.2 Question wise Analysis
35
36
37
8 CHAPTER V
Findings & Conclusions
5.1 Benefits of Internet Marketing
5.2 Conclusions
48
49
53
9 ANNEXURE 57
10 BIBLIOGRAPHY 61

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LIST OF TABLES
Table No. Title of the Table Page No.
Table No. 1 Penetration Stats 16
Table No. 2 Names of Companies 30
Table No. 3 Use in terms of
percentages
37
Table No. 4 Market share & profits 41

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LIST OF FIGURES
LIST OF FIGURES
Figure No. Title of the Figure Page No.
Figure No. 1 Internet 12
Figure No. 2 Internet Marketing 15
Figure No. 3 E-Commerce Trascations 20
Figure No. 4 Company Logo 23
Figure No. 5 Data Flow Diagram 34
Figure No. 6 Internet Marketing
Penetration of the world
36
Figure No. 7 Use of Internet Marketing 38
Figure No. 8 Forms of digital
marketing
39
Figure No. 9 Benefits of digital
marketing
42
Figure No. 10 Sector wise use of digital
marketing
43
Figure No. 11 Digital Marketing cost 44
Figure No. 12 Preferences 46
Figure No. 13 SEO & PPC 47
Figure No. 14 Sectors 48

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Chapter 1
INTRODUCTION

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1.1 Basic Theoretical Concepts and Contexts of the Topic
 The Internet
The Internet refers to the physical network that links computers across the globe. It consists of
the infrastructure of network servers and wide-area communication links between them that are
used to hold and transport the vast amount of information on the Internet.
 Introduction to Internet Marketing
Internet marketing is new marketing tool introduced by Willi Crowford in 1996.
Internet marketing or Internet-based marketing can be defined as the use of the Internet and
related digital technologies to achieve marketing objectives and support the modern marketing
concept. These technologies include the Internet.
Media and other digital media such as wireless mobile media, cable and satellite.In practice,
Internet marketing will include the use of company web site in conjunction with Online
promotional techniques such as search engines, banner advertising, direct e-mail &
Links or services from other web sites to acquire new customers and provide services to
Existing customers.However, for Internet Marketing to be successful there is a necessity of
integration with traditional media.

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Fig.-1
 Digital marketing –
 Internet Marketing,
 Online Advertising,
 E-mail marketing,
 Pay per click advs(PPC),
 E-commerce,
 Search Engine Optimization (SEO),
 Banner Advs,
 Pop & Push Advs,
 Sponsor advs
 Basically Internet marketing has following sub sections :
a. Internet Marketing
b. Digital Marketing
c. Online Advertising.
d. Pay per click advs.
e. Search Engine Optimization (SEO).

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 Internet used as business purpose
Internet only recently been widely adopted for business purposes? The development of the
World Wide Web. This became a commercial proposition in 1993 after development of the
original concept by Tim Berners-Lee, a British scientist working at CERN in Switzerland in
1989. The World Wide Web changed the Internet from a difficult-to-use tool for academics and
technicians to an easy-to-use tool for finding information for businesses and consumers.
This project is related with to knowing the requirments. It has two segements viz. i Organisation
point of view - to knowing the requirments of organasion as a marketing tool. How they are
using this tool for improving there business & maxmising there sales.
a. There are many trascations between organisations to organisation. For this digital
marketing can be used or not.
b. Also there are man trascations between organisations to customer. How digital marketing
is used for this purpose so digital marketing is used or not.
Internet Marketing

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Fig No.-2
ii Customer point of view – to knowing the behaviour of customer for buying the products &
services. What are there exceptations?
Internet Penetration:
Table No. – 1
Table Name – Internet Penetration
World Internet Users and Penetration Stats
World Regions
Population
(2011 Est.)
Internet Usage,
Latest Data
% Population
( Penetration )
World
Users %
Africa 1,037,524,058 139,875,242 13.5 % 6.2 %
Asia 3,879,740,877 1,016,799,076 26.2 % 44.8 %
Europe 816,426,346 500,723,686 61.3 % 22.1 %
Middle East 216,258,843 77,020,995 35.6 % 3.4 %
North America 347,394,870 273,067,546 78.6 % 12.0 %
Latin America/Caribbean 597,283,165 235,819,740 39.5 % 10.4 %
Oceania / Australia 35,426,995 23,927,457 67.5 % 1.1 %
WORLD TOTAL 6,930,055,154 2,267,233,742 32.7 % 100.0 %
Source http://www.internetworldstats.com/stats
This table shows the internet penetration rate of the different continetal in this world,
In between this North America is the highest penetration 78.6% as compare to other continetal.

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While other like Africa is with 13.5% & Asia is with 26.2%. While in Australia & Europe also
has good penetration rate.
The penetration rate analysis helps to find out the future growth of internet marketing & world
has 32.7% of penetration rate.
The ration of total population & pentration is 1:3.
1.2 Need for the study
Need of internet marketing
The internet maerketing leads to business listings and the advertisements facilities that world
needs provides is very effective because, businesses can have their own page and advertisements
about their business apart from normal listings.Internet marketing also offers search engines.
The online shopping facility will be convenient for people to purchase products online.
On the basis of the above clarification, Internet appears to have a comparatively higher cost of
acquisition. However, Internet has brought with it a very high degree of control to the media
user. All of this makes Internet a highly interactive media but also an expensive one.
If the internet is treated and used exactly like any other medium, it is unlikely to yield major
benefits to the marketer. Its effectiveness is dependent not only on the target audience one is
talking to, but also largely on the ability of the marketer to make use of the real advantages of the
Net like interactivity, flexibility, ability to monitor and the like.
 To the user:
Internet gives more control in choosing content. It offers customization of the content, the way
the user wants to view it. It offers a variety of options for information and entertainment. It
offers a wide range to choose from for the user.

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It offers tremendous convenience to the user not only in delivery of information, but also in
allowing him to transact — often in a seamless manner.
 To the marketer:
The Internet offers several options to a marketer trying to target a particular community It serves
not only as a channel of information, but also of product distribution. It offers a highly
interactive medium that sometimes (e.g. chats, forums, VoIP) is almost equal to one-to-one
interaction with the audience.
It offers a higher level of identification of the user to the marketer.
It allows the marketer to actually link his spends to action, and pay only on action
This action could be a click on the banner or even product purchased or just a banner impression
or per 1000 impressions. In this ability Internet is, in fact, unlike any other media.
Given the payment options and high interactivity, the Internet offers a medium for high level of
experimentation at a low cost.
Growth of Internet usage and E-commerce in INDIA:
1. According to the research report of Goldman Sachs, India has emerged as the second largest
Internet market in Asia after China with 100 million users in 2005. It estimates that Indian
Internet Users will increase by 130% compounded annual growth rate (CAGR) from 0.5 million
users recorded at end of 1998. As per preliminary findings of the NASSCOM survey, the total
volume of E-commerce transactions in India was about Rs.131 crore in the year 1998-99.

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2. Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to-
Consumer transactions, and about Rs.119 crore were contributed by Business-to-Business
transactions.
Following Fig. will explian the E-Commerce trascations in INDIA
E-COMMERCE TRANSCATIONS IN INDIA
Sources- http://articles.economictimes.indiatimes.com/keyword/digital-marketing
Fig. No.-3
0
500
1000
1500
2000
2500
3000
1990 2000 2003 2005 2008 2011
E-commerce (Crores)
E-commerce (Crs)

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The survey also revealed that E-Business transactions in India are expected to exceed Rs.300
crore during 1999-2000. Out of this, about Rs.50 crore could comprise of retail transactions. For
Business-to-Business transactions, Indian industries are expected to reach online penetration of
2% by 2003 and 8% by 2008. The Figure below gives us a fairer idea of the current world
internet usage.
1.3 Objective of Project
* Primary:
1 To understand the familirity of digital marketing amoung corporate.
2 Sectorwise use of Internet marketing.
* Secondary:
1. Creating the awareness of brand to public with help of digital media.
2. To know the form of digital marketing used by organisation.
3. The cost associated with digital marketing?

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1.4 Scope of the Project
1. The project is useful to findout the requirement of organisation in terms of internet &
digital media.
2. Internet penetration in India about the organisation & customer.
3. Digital media such as online advertising, pay per click advertises, internet marketing is
convient for organisation to target the customer directly. The concept can be easily
published towards target customers.
4. After studying this project, it is helpful to know the exceptation of the company to create
the website for internet marketing.

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CHAPTER 2
Profile of Organisation

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2.1 Relevant information of the Organization
.
Fig. 4
Name - EDSS Pvt. Ltd
(Partener for Implementation)
Engineering Design Software and Services Pvt. Ltd.
Founder – Mr. Ralph Stadtfeld (Europe)
& Carry forwarded by Ms.Mrinalini Kulkarni & Mr.Ganesh Chafekar in India.
Basically it is Belgium based software comapny which provides services for construction field
like wise Builder, Contractor, Architector, Interior designer & Consultants.Services

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There are two types of software services offered by EDSS Pvt. Ltd.
1. Hit-Office
Hit-Office is a Software Package that has been especially designed for the Construction Industry.
Hit-Office is an easy, fast, precise and gives you more time for your important professional
activities. Hit-Office has become the most popular management solution for construction
industry of any size.This software contains 4 modules
 Estimation Module
 Project Module
 Inventory Module
 Builder Module
2. Customized Software
Hit-Office has an open architecture so that we are able to add custom tools and interfaces.
 Project Management
 Project Accountancy
 Running Account Bills
 Gantt
 Work Report
 Equipment &
 Staff
 ISO safty Module
In India Head Office is located in Pune & also there are different branches
Mumbai, Banglore,Chennai,Delhi,Hydrabad,Kolkata,Nasik,Ahmadabad,Surat
Gandhinagar,Nagpur,Bhopal.
2.2 Current financial positions of company

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In this financial year i.e. April 2011- March 2012 the coampny annual turn over is 3 Crores 20
Lakhs.
Employement
In pune HO there are more than 50 employees. It also provides employment at the different
branches in India.
Marketing Strategies
EDSS Pvt. Ltd. has many compititor in market. But due to there unique strategy. They target all
the sub sectors of Construction, Infrastructure, Real Estate & Conctractor.
It is beneficial to capture the more & more market share of the company as compare to
compititor. Currently there are more than 4000 client of the company across the India.
Reasons for Profit
When the company provides the software servies to our client then the cost of software is
charged normally it is according to the ability & financial condition of the client.During that the
company provides training & lience for one year.
After completing one year there is annual maintainance contract (AMC) with client. It charged
upto 30 % of initial cost of software which was charged during purchase.
This is important financial srtategy of this company to improve the profit & market share with
life time client reletionship.
2.3 Future plans of the Organization
After getting the huge success with HIT-OFFICE software EDSS Pvt. Ltd. implementing new
modules for construction field to improve customer satisfaction & market share.
Sources- http://www.edss.co.in &
http://www.hit-office.com

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EDSS Pvt. Ltd.
Engineering Design Software and Services
CHAPTER III:
Research Design and Methodology

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3.1 Questionaires
Following are questions which are used to get information about digital marketing from
companies. In this question set there are Yes/No types of Questions, Liquir scale, Optional type,
Descriptive type of responses are included.
Yes/No types of Questions – 3,
Liquir scale – 1,
Optional type – 3,
Descriptive type of responses – 3.

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3.2 List of Companies
NO. Sector Company Name Concern
Person
Product / Services
1 IT EDSS Pvt. Ltd. Ms.Mrinalini
Kulkarni
Software services
2 Qualitat System Pvt. Ltd. Ms.Sneha Mam. Software services
3 Bumpreality.com Mr.Pasalkar Digital Marketing
4 Pharmacutical Unijules Life sciences Mr.Pranav
Sangai
Life Sciences &
Research
5 Pfizer Pharmacutical Mr.Manjit
Shinde
Medicines
6 Agricultural Parle Agro Products Mr.Nagesh
Kalande
Food Products
7 Nirmal Seeds Pvt. Ltd. Mr.R.O.Patil Seeds
8 Jain Irrigation Mr.S.P.Sharma Agro products
9 Real Estate Searchpuneproperties.com Mr.Santosh
Pokale
Real Estate
Services
10 Reliance Infrastruture Mr.Sachin Sir Infrastruture
Solutions
11 Urmi Estate Mr.Anmol
Sharma
Infrastruture
Solutions
12 Reddvise Pvt. Ltd. Mr.Kumar Real Estate
Services
13 D B Reality Group Mr.Bharat
Khadse
Infrastruture
Solutions
14 Manifacturing Varroc Polymer Pvt. Ltd. Mr.Mahajan Sir Plastic
manifacturing
15 Rushiprabha Engineers
Pvt. Ltd.
Mr. Desai Sir Engineering works
16 Tata Autocomp Systems
Ltd.
Ms. Sayali
Khedkar
Automobile part
17 Bhagyashree Accessories
Pvt. Ltd.
Mr.Satyajit
Chitale
Machinary spare
parts
18 Scoda Retail &
manifacturing
Mr.Bhushan
Damle
Manifacturing
19 Asian Elevator Mr.Shankar
Kurne
Lift services

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20 E & TC Amdocs DVCI Mr.Beena
Malikaveetli
Telecommunication
Services
21 Cisco Mr.Yashodeep
Ahirrao
Networking
Solutions
22 Power &
energy
Suzlon Energy Ltd.
Power supply
23 Automobiles Royal Enfield Mr.Ambuj
Singh
Two Wheeler
24 Swaraj Mazda Mr.Avinash
Sahay
Trucks & Spare
parts
25 Financial
services
ICICI Bank Mr. N Kalmadi Banking services
26 Money Plant Consulting Consulting services
27 a'XYkno Capital Mr.Pritam
Shendre
Capital services
28 Glob Capital Shares & Equity
29 SSJ Finance Ltd. Fincancial services
30 Consumer
Durable
IFB industries Ltd. Mr.Yogesh
Metange
Electronic goods
31 FMCG Marico India. Mr.Ravi Shinde FMCG
32 Parag Milk Foods Pvt.
Ltd.(Gowardhan)
Mr.Vikas Bhor. Dairy products
33 Bislery International Pvt.
Ltd.
Mr. Kishor
Barhate
Mineral water
bottle
34 Educational
Services
British Coucil Mr. Aalok
Shrivastav
Educational
Services
35 Media Jagran Prakashan Mr.Jitendra
Hiranandani
News Paper
36 Maccan Ericsson Pvt. Ltd. Advertising &
Promotions
37 Oli & Gas Hindusthan Petroleum
Corporation Limited.
Oil & Gas
38 Sandik Asia Ltd. Mr.Abhishek
Mahajan
Manifacturing
Table No.2

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3.3 Research Methodology
Data is collected from the marketing manager, top level management & senior person of
companies.
It is collected with the help of email.
Collected data is analysied with the help of graph, bar charts & pie diagrams.
It also contains the percentage calculation of the respondants.
Sources of Primary Data collection:
Observation – Collected data is analysied with the help of some chararistics of the company.
Questionnaire – There are 10 different types of questions filled by the respondants.
1 Sector of the particular company.
2 Market share & profit margin behind the selling of the product or services.
3 The fincancial condition of the company.
4 The response given by the concern person from the company about the Digital Marketing.
Sources of secondary data collection:
Personal Database – The database available on authorised website of the company.
It gives the current stratergic planning & other relevant information which is mentioned above
Online database – Also on different websites the data related with companies are available
Ex.
1 If the any company uses Digital marketing then it must give advertisin on websites like
Justdial.com, Yellowpages.com & IndiaMart.com
It also gives the information abou the online advertsing & PPC advs on web.
2 Google.com, Yahoo.com gives the information about the SEO.

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Sampling Method (Judgemental sampling)
Business-to-business (B2B) model
Commercial transactions are between an organisation and other organisations
(Interorganisational marketing)
3.4 Limitation of the Study
 The study is limited with 40 companies from different sector in Market.
 It predicts the exceptations of manager or marketing related person.
 Most of the data is collected from websites & other related sites.

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Data Flow Diagram: Following diagram shows the flow of data collection & analysis.
Sector of
company
Online
Database
Questionaire
Observations
Reasearch
Methodology
Conclusion

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Fig. No. 5
Chapter - 4
ANALYSIS & INTERPRETATION

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INTERNET MARKETING PENETRATION OF THE WORLD
Fig. No- 6
This fig. shows the world’s internet pentration rate as per regions in terms of graph.
North America has 78.6 % most internet penetration in the world. While Africa has minimum
internet penetration rate i.e. 13.5 %. Asia & Africa has there internet penetration rate bellow than
World total penetration rate.

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Question No. 1
The organisation uses internet marketing. Yes / No
Following graph shows the percentages of internet marketing used by above mentioned
company.
Table No. -4.1
Table Name – Use of Internet Marketing
Use in terms of percentage
Yes No
28 % 72 %
From the above graph 28 % of companies from given table are uses internet marketing,
& 72 % of companies are not uses internet marketing.

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In terms of Graph
U
Use of Internet Marketing
Fig. No-7
From the above fig. 29 of companies from given table are uses internet marketing,
& 11 of companies are not uses internet marketing.
The reason behind that their field not much more penetrated with internet for business
trascations.
YES
72%
NO
28%
Internet Marketing Of Comapnies Uses
Yes – 29 & No - 11

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Analysis of Question – 2
Different digital form used by companies for internet marketing.
Internet marketing – Companies which has there own website.
Online Advertising – Companies which gives advertisement on other websites
Ex. Advertising of EDSS Pvt. Ltd. On Justdial.com
Pay Par Clicks Advs – Advertising given by Searchpuneproperties.com on Google.com
Push up & pop down Advs – Advertising given on any web it appears when any click for
Next page.
Banner Advs – Advertising given in the form of digital banner with animations.
Ex.ICICI bank advs on web.
Sponser Advs – It includes the events advs on web
Ex.Chess matches sponserd by Jain Irrigation.
E-mail marketing – The informative e-mail send by company to client.
Ex.E-mail sends by money plant consultancy.

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Following graph shows the different digital form used by companies.
Fig. No. – 8
Conclusion –
1 Mostly the company preferred the websites & E-mail marketing
2 At second level online advertising & sponsers advertising are used by companies which are
mentioned above.
3 At next level pay par click advertising & banner advertising are used.
4 At the end banner advertising are used.
0
5
10
15
20
25
30
Internet
Marketing
Online Advs. Pay par click
advs
Push & Pop
advs
Banner advs Sponser advs E-mail
Marketing

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Analysis of Question – 3
It is really beneficial for improve your sales & market shares?
Very Useful / Useful / Normal / Less Used / Not Used
1 2 3 4 5
a) The benefits for companies to improve there market shares & sales.
(In terms of percentages)
Table No -4.2
Table Name – Use of Digital Marketing
Use of Digital Marketing Yes No
48 % 52 %
Above table shows 48 % of companies they use digital marketing as a marketing tool
& 52 % of companies avoid use of digital marketing.
The reason behind that there is low internet penetration in India. But it totally depends upon the
sector.
Benefits of Digital Marketing
(In liquir scale format)
Bellow graph shows the benefits of digital marketing in liquir scale format.
Mostly the companies are aware of Digital Marketing they are using it as a marketing tool.

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Most of the companies say that internet marketing is normally useful for them,& bellow that
some companies say it is very useful for them,
The use of internet marketing is lies between normaly to very useful, but it depends upon the
industries from which the company belongs.
Sector wise use of digital marketing
(In terms sectorwise use of digital marketing)
0
2
4
6
8
10
12
Very Useful Useful Normal Very Less Not Used

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Fig. No. -10
Above graph shows the percentage use of digital marketing in different sectors.
Interpretation -
IT sector is the highest use of digital marketing.
AUTOMOBILES sector is not uses of digital marketing.
FINANCIAL sector is less use of digital marketing.
100%
50%
25%
80%
34%
50%
0
50%
25%
50%
0
50%
75%
20%
66%
50%
100%
50%
75%
50%
Chart Title
Yes No

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Analysis of Question No. 4
The amount paid for this advs is much more than the benefits you get?
The amount paid for digital marketing.
Fig. No-11
The above graph gives the percentages of amount involved for digital marketing& cost
associated with the advertising.
43%
58%
Digital Marketing Cost
High Low

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The real business amount paid for digital marketing in europian countries.
 Hourly rate: $76–$200/hr.
 Project-specific pricing: $1,000–$7,500
 Monthly retainers have a wider distribution than hourly rates/projects2 most common
monthly retainer cost ranges:
 $251-$500/month (13.8%);
 $2,501-$5,000/month (11.3%)
http://www.optimum7.com/internet-marketing/

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Que. If you wish to give your company advs on web then which one you prefered.
Pay par click advs /
Search Engin Optmasation
Preferences
Advertisement preferences of companies.
Fig. No. - 12
Most of the companies uses Search Engine Optimasation for displaying there advertising on web
Ex. The advertising of EDSS Pvt. Ltd. given on Google search engine.
It helps to attract the visitors & traffic on our web page.
0
5
10
15
20
25
30
35
Preference
PPC
SEO

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http://seomoneymaker.net/seo-and-search-engine-marketing-ppc/
Fig. No.13
SEO & PPC
This fig. show the advantages of SEO & PPC as compare to each other.
SEO is used by all companies to improve there visit & visibility of websites
PPC is used in some particular sectors.
 Mostly for longer period of time the Search Engine Optimasation is used to achieve the
goals of organasion.
 But for short period of time pay par click advertising are the best option to improve the
sales & market share of particular company.

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Sector wise use of Digital Marketing
Sources-google.com/images
From above graph the use of digital marketing in IT & ITES sector ie more than any other
sector. They uses 38 percentages.
Then BFSI-(Banking, Financial Services & Insurance) has another more use of digital
marketing
IT & ITES
38%
BFSI
19%
CONSULTING
9%
MANIFACTRING
8%
SERVICES
5%
TELECOM
4%
AUTOMOBILES
4%
FMCG
3%
EDUCATION
3%
OTHERS
7%
Sector Wise Use of Digital Marketing

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CHAPTER NO.-5
FINDINGS & CONCLUSIONS

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BENEFITS OF INTERNET PROVIDS FOR THE MARKETERS IS AS
FOLLOWS
The reason is an additional source of revenue made possible by an alternative
marketing and distribution channel. The marketing opportunities of using the Internet can be
appreciated by applying the strategic marketing grid (Ansoff, 1957) for exploring opportunities
for new markets and products.
1 Market Penetration:
The Internet can be used to sell more existing products into existing markets. This can be
achieved by using the power of the Internet for advertising products to Increase awareness of
products and the profile of a company amongst potential customers in an existing market.
2 Market Developments:
Here the Internet is used to sell into new markets, taking advantage of the low cost of advertising
internationally without the necessity for a supporting sales infrastructure in the customer country.
But it does require the overcoming of the barriers to becoming an exporter or operating in a
greater number of countries.
3 Product Developments:
New products or services are developed which can be delivered by
the Internet. These are typically information products such as market reports which can be
purchased using electronic commerce. This is innovative use of the Internet.
4 Diversification:
In this sector, new products are developed which are sold into new markets.
DTI (2000) has identified different types of drivers or benefits why companies adopt ecommerce.

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5 Cost/efficiency:
Increasing speed with which goals of company can be easily achieve.Reduced sales
costs.Reduced operating costs.
6 Competitivenes:
Customer demand.Improving the range and quality of services offered avoid losing market share
to businesses already using e-commerce. The Internet provides Guinness with the opportunity to
provide non-core merchandising activity at a relatively low cost.
 A new medium for advertising and PR,
 A new channel for distributing products,
 Opportunities for expansion into new markets,
 New ways of enhancing customer service,
 New ways of reducing costs by reducing the number of staff in order fulfilment.
7 Effectiveness of the Net in Reaching Out to the Masses
The reach of Internet may not yet be as wide as that of other mass media, but given its unique
advantages, Marketers around the world have from time to time tried to reach their target
audiences through various media. Scientific and technological advances have and will continue
to create newer media to improve communication, and marketers will try to use the same to
effectively address their audiences. Internet is one of the latest to join the list of such media
inventions.
8 Internet Fame with the Indian Audiences
Let us first take a quick look at the audience that this medium is trying to reach. The top 8 metros
of the country, the scope of the Internet as a medium to reach out to a large number of people is
presently limited. However, some of these limitations can be addressed.

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 Internet is available in regional languages also. Even today this medium is largely
confined to only those who are literate in English. Various initiatives of companies like
ITC and HLL like E-choupal and i-Shakti have given a considerable boost to vernacular
usage of internet.
 Internet is accessible though other media also and not only through telephone lines. In
the current scenario, the usage of internet might be dominated by telephone lines, but
broadband and cable net are coming in a huge way.
 Government policies are aimed at broadening and strengthening the infrastructure
required for Internet accessibility.

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CONCLUSIONS
ONLINE MARKETING INDUSTRY TOUCH Rs. 2K CRORE BY 2013 &
7K CRORE BY 2015
1. As rules of the advertising game change rapidly, online or digital marketing market size
in India is estimated to touch close to Rs 2,000 crore in the next two years from a Rs
1,400 crore now, say management experts.
2. At the Confederation of Indian Industry (CII) conference on 'Best Marketing Practices',
experts felt that no company could now possibly ignore the power of social networking
sites in creating today's brands.
3. He added that with revenues worth Rs 800 crore, Google India is bigger than any
television channel in the country.
4. The business of buying online railway tickets is worth Rs 5,500 crore in India, while
that of airline tickets is close to Rs 12,500 crore.
Sources-http://www.businessstandards.com/india/news
TAG LINE FOR DIGITAL MARKETING
Fig. No. - 4.10
DIGITAL MARKETING IS ALWAYS AVAILABLE
WHENEVER YOU WANT IT & NEED IT
OPEN FOR
24 HOURS

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Advertising options available on the Internet.
The Internet offers a variety of options for the marketer to advertise their products/brands. These
include
1. Banner ads and their variations
2. E-mailers and their variations
3. Sponsorships
4. Search Engines
5. Affiliate marketing
In India, banners still remain the most popular option. However, wider options are now available
to the marketer which, even at the cost of being intrusive, serves to enhance the visibility and
effectiveness of the banner.The Variants of Banners include: Banner Ad, Beyond the Banner,
Button Ad, HTML banner,
Rectangle Ad, Iterstitial, Vertical Banner.

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Financial benefits of Internet Marketing
Internet Marketing is a hot topic especially in these days of instant results. The reason why i-
marketing has become so popular is because they provide three major benefits to potential
buyers:
1. Convenience: Customers can order products 24 hours a day wherever they are. They don’t
have to sit in traffic, and a parking space, and walk through countless shops to find and
examine goods.
2. Information: Customers can find reams of comparative information about
Companies, products, competitors, and prices without leaving their office or home.
3. Fewer hassles: Customers don’t have to face salespeople or open themselves up to
persuasion and emotional factors; they also don’t have to wait in line.
Internet Marketing also provides a number of benefits to marketers:
1. Quick adjustments to market conditions: Companies can quickly add products to their
offering and change prices and descriptions.
2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs of
rent, insurance, and utilities. They can produce digital catalogs for much less than the cost of
printing and mailing paper catalogs.
3. Relationship building: On-line marketers can dialogue with consumers and learn from
them.
4. Audience sizing: Marketers can learn how many people visited their on-line site and how
many stopped at particular places on the site. This information can help improve offers and
ads.

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ANNEXURE
Questionaire is as follows
(Must filled by Director, CEO, Top management or Marketing manager)
The obejective is to collect the relevant data from companies
1 Your organisation uses internet marketing. Yes / No
2 Which digital form you uses Internet marketing
Online advertising
Pay par click advs.
Push & Pop advs.
Banner advs
Sponser advs
E-mail Marketing
3 It is really beneficial for improve your sales & market shares?
Very Useful / Useful / Normal / Less Used / Not Used
1 2 3 4 5
4 The amount paid for this advs is much more than
the benefits you get? Yes / No

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5 If you wish to give your company advs on web then
which one you prefered. Pay par click advs /
Search Engin Optmasation
6 Where from you find out the internet, digital, online
media? Sources / References / Own
7 What are my goals in using the Internet to market my product/service?
8 Is it successfully reducing costs, increasing sales, and/or improving communications with
stakeholders? Is it meeting my corporate objectives?
9 Should I use any advanced Internet technologies?
10 Give your brief describation about the digital marketing in Short.

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For Customers or Users
1 Would you use online marketing / shopping?
2. How it is beneficial to you about awareness of product or services?
3 Did you get sufficient information to buy the product or services?
4 What differences does the Internet introduce in relation to existing marketing
Communications models?
5 How you got the information about the specific product or servises?
SEO / Email / PPC / Banner Advs.

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BIOBILOGRAPHY
BOOKS -
1. E-Services
2. Digital world
3. Business for you (Mazgine)
WEBSITES -
www.google.com
www.internetworld.com
www.edss.co.in
www.hitoffice.com