The document provides an acknowledgement and table of contents for a seminar paper on digital marketing. It thanks various individuals who contributed to the seminar's success, including the author's guide and department head. The table of contents outlines the paper's 7 chapters which will cover topics like introduction, literature review, methodology, advantages and disadvantages, future scope, and conclusion.

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ACKNOWLEDGEMENT
I take this opportunity to express my heartfelt gratitude towards the Department of
Computer, JIEMS, Akkalkuwa that gave me an opportunity for presentation of my
seminar in their esteemed organization.
It is a privilege for me to have been associated with Mr. Mohammad Asif, my guide
during this seminars work. I have been greatly benefited by his valuable suggestions and
ideas. It is with great pleasure that I express my deep sense of gratitude to him for his
valuable guidance, constant encouragement and patience throughout this work.
I express my gratitude to Prof. Patel Suhel I [CO HOD] for his constant
encouragement, co-operation, and support and also thankful to all people who have
contributed in their own way in making this seminar success.
I take this opportunity to thank all our classmates for their company during the course
work and for useful discussion I had with them.
Under these responsible and talented personalities, I was efficiently able to complete
seminar in time with success.
Mr. Shaikh. Rohan Ali
(T.E. CO)

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Table of Content
SR.NO CONTENTS PAGE NO
1 Abstraction 3
2 Introduction 4
3 Literature Survey 5
4 Methodology 6
5 Advantages and Disadvantages 12
6 Future Scope 16
7 Conclusion 23
8 References 24
Table of figure
FIGURE
NO
FIGURES PAGE NO
4.1 Google algorithms 7
4.2 Google webmaster Tools 7
4.3 Keywords 8
4.4 identify and resolve problem 10
6.1 job search through digital marketing 17
6.2 future ratio of uses of digital media 18
6.3 career path of digital marketing 19
6.4 google AdSense in earning from YouTube
channel
21
6.5 A lot of Hard work and you can be your own
boss!
22

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Chapter 1: - Abstraction
World in today going into so advancement, one touch on 5”-6” screen can change
anyone life within 1 second.Our smart and globalization world deal with digitalization
instead of traditionalism. “Digital Marketing” can treat as promoting your business or
brand citation through digital devices. In today, each and everything within a
handgrip. so nothing is impossible for today‟s dictionary. We crawl any information
through the site via internet. The main aim of digital marketing, i.e. to rank your site
under guidance in search engine algorithms and more ranking factors followed. For
gain profit and increment on the business, it is necessary to analytics the site
performance This is the main object of it, how to defense if manual team banned your
site and virus attacked on the site. Always have awareness on updating rules of search
engine and marketing strategy.
Behind the traditional marketing to select the target audience according to the reach,
promote your business by the digital devices. Here we not concentrate only on the
marketing sense, for promote your business to advertise through main devices the
medium of website.
The main scenario to promote your business, ranking your website as far top on the
search engine (Google, Yahoo, Bing etc.) For improve our site ranking must be
followed Google‟s Algorithm and its various factors (link building techniques). How
getting more audience in our site through the other medium (behind the search engine).
To know various components of search engine. Getting proper knowledge how to
worked? Working of crawler, indexer and search interface.
Hold on the position on search engine to your website must be following „SEO‟
factors and deal with competition analysis. For the above scenario dealing day by day
must be updated on „Google Analytics‟ and „Google Web master tools‟ How to protect
your site from unauthorized user also defense in the situation when manual action
held? To be followed above those topics we maintain our websites on the platform of
„Digital marketing‟

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Chapter 2: - Introduction
Digital marketing can have treated as promoting or advertising any services or product
through digital services is known as digital marketing.
The main fact of it, to monitoring properly in your site. Thus reason we concentrate on
various link building techniques, and 200+ SEO factors.
Metric using of advertising: - In any advertising medium we have to analyze
some following metric
1. Reach: - Number of audience or people who may see the advertisement.
2. Target Audience: - In our reach who are our target audience.
3. Price: - The amount we require to spend the campaign.
4. Engagement: - Making the user to remember the brand by the engagement with
the advertisement.
R.O.I(Return Over Investment): - The amount you can profit through the
advertisement.
SEO (Search Engine Optimization): - SEO is a technique which can improve
our site ranking in our various search engine.
Components of searchengine: -
1. Crawler: - Crawler collect the data from site.
2. Indexer: - Indexer used to organized a data.
3. Search Interface: - Search and display result according to the query basis.

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Chapter 3: -Literature Survey
The often-unanswerable prediction is either online advertising and marketing
strategies will be great in the little and thus rather long terminologies (Oracle,2008).
Online marketing is difficult to care for successfully and measure satisfactorily
(Ranaweera, Pruba , 2003 ) .
The quest for reliable metrics means that some marketers will shy away from
implementing online tactics that draw only short-term attention to tactics that actually
lead to prospect discovery and capture of behavioral data ( Riegner , 2011 ) .
Based on Pauwels (2009) much of what happens in social marketing are little more
than experimental, or simply about “insightsrather than metricsAny publishers feel the
need to “tick the social media box and demonstrate how cutting edge they are, while the
primary drivers of their campaign remain embedded in long-established media („juba
&Lincoln, 1991)
I have found an urge to affect a paradigm shift from a traditional “more is better
approach social marketers fixate on volume metrics $website traffic, hit rates, click-
troughs, time spent on-line, postings etc.! %, successful social marketing often depends
more on qualitative metrics for desirable signs of the tone, quality and customer benefit of
the interaction (2008) much metrics not only measure whether people are engaged, but
how they are engaging
however, such metrics often need to be custom for individual campaigns and need to be
considered in there-launch phase, ideally incorporated in message testing ( Robeaker (
2002) stated that consumers learn about brands through social media estimated that
consumers generated more than )billion impressions about products and services through
social media in approximately one-quarter of the number of impressions created through
all forms of online advertising. Those earned media impressions help people learn about
products

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Chapter 4: - Methodology
Search Engine Architecture: - The crawler can access our web sites in two ways.
1. Manual method
2. Automatic method
Algorithm: -Algorithm is used to eliminating bad websites and adding more information
based on user requirement.
1. Page Rank Algorithm: - It determines the value of the page by the analyzing
the search engine.
2. Algorithm Update:- To fight against the spam Google and other search
engine create new algorithms regularly and released, this is called as algorithm updates.
3. Google can change algorithm around 500 to 600 times every year.
4. Google Panda Update:- This update will hit those site which are using
duplicate content .
5. 12% quires were affected on the initial launch.
6. Penguin Update:- This update will target the website which does over
optimization and lots of back links. To know whether our website is hit with penguin we can
use traffic data from Google analytics store.
7. Humming bird update:- This algorithm understands the context of the query
analyzing the word in query. All queries which may provide simple answer will be the target
of humming bird.
8. SERP(Search Engine Result Page):-The Google SERP consists of the lot of
segments which make it very competitive any company to rank in search result.
9. Knowledge Graph:- For some queries Google can show more information
on the right side area which is knowledge graph.
10. CTR(Click Through Rate):- It is a measure to understand how many user
clicking on the site from SERP. CTR will define the user reaction for our site.
11. Pigeon Update:- It will be affected on the site ranking in local result for local
SEO.
12. Pirate Update:- This update is released to the target the website disturbing
pirate content.
i. E.g. Torrent, movies download, pirate songs and software site etc.

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Fig 4.1: - Google algorithms
Google Webmaster Tools: -
This tool is used to managing our site in search engine.
Features of Google webmaster tool: -
1. Location Targeting
2. Search Query data
3. Links Data
4. Error
5. Crawl information
Fig 4.2: - Google webmaster Tools
Keyword
Types of Keywords
1. Generic Terms:- In this type of keyword we can‟t predict user intension, the
volume of the search will be very high, competition is also very high.

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2. E.G:- Web, Web Design, SEO etc.
3. Specific Terms:-We can able to predict the purpose of the user query the
searches will be in medium range, medium competition.
4. E.G:-Web design services.
5. Localize Terms:-We can able to predict intension and location of the user.
Competition and search volume are very low.
Factors of the keyword search:-
Competition Analysis
SWOT(Strength Weakness Opportunities Threads) Analysis
Competition Analysis factor:-
1. Age
2. PR
3. PA
4. DA
5. Link
6. Content Quality
7. Website Creation
Fig 4.3: - keywords

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ON PAGE OPTIMIZATION:- It is a process of the changing our site as per
Google guidelines other search engine also. Without on page optimization we don‟t get
SEO. Landing page quality will also affect Ad _words campaign.
ON PAGE OPTIMIZATION TECHNIQUES:-
1. Page Speed Analysis
2. Domain Name
3. File name or url optimization
4. Static & dynamic URLs
5. <title> tag optimization
6. Meta tag optimization
7. Content optimization
8. Heading optimization
9. Social Sharing integration
10. Keyword optimization
11. Anchor linking
12. Image optimization
13. Rich snippets integration
14. Robots.text
15. URL re-directory
16. Custom 404
OFF-PAGE OPTIMIZATION
1. Link Building Strategies:- In this process we have to generate back links
from other websites to improve our page rank & other factor.
2. Link:- When a website A referred to website B then we can consider B is
getting an inbound link which is called as back-link. It will be valuable for B to get backlink.
Types of link schemes
1. One way link:- This link has highest priority in search engine.
a. A→B
2. Two way link:- This link is not recommend as it is consider as spam.
a. A↔B

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3. Multi way link:- Multi way linking is a technique used for website promoting
whereby websites may create similar one way links that each involves or more partner sites.
This provides each websites with a one way non-reciprocal link. This technique has evolved
from reciprocal linking.
Link types:-
1. Do-follow:- This link which will pass link juice or page rank to other websites
by default every normal links is do-follow. By increasing do-follow links we can increase
PR, PA, DA
2. No-follow: - In this link type we get a back link but PR is not passed. By
default, all public sites no-follow back links. In real time we work with follow back linking
to generate traffic metrics, industry connection.
Guidelines for link building: -
1. Generate back links from high quality websites which has PR of three plus.
(Min PR=3)
2. Avoid buying link from link networks
3. Do not submit sites to low qualities directories, social bookmarks and article
sites.
4. Do not generate site wide links from other sites or your own sites.
5. Anchor text can‟t be same for all links the new rule is 60% links should be on
brand name, 20% links should be general words.
High quality directory submission: -
1. Business, Directory submission
2. Social book marketing
3. Blog links
4. Business specific websites
5. Local listing back links
6. Classified posting
7. Question & Answer link building
8. Guest blogging
9. Press release
10. Brand citation

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11. Social media links
12. Spam link building
Negative SEO: - any competitor can attack other websites to decrease its ranking
and reputation.
1. Un-natural links to sites: -any competitor canuse this service.
2. Detection of penguin penalty by using Google web master tools query reports
we can know when traffic was started dropping.
3. Use Google Analytics to see the traffic report and when match these details
with algorithm tracker.
Detecting hit with penguin update: -
1. Download all your links from GWT
2. Download links from (www.opensite.org)
3. Download links (www.ahrefs.com)
How identify the problems and resolved it:-
Fig4.4: - identify and resolve problem
1. Identify websites which are giving maximum links.
2. Check the links is do-follow or no-follow, if the links is no-follow then it will
not consider by penguin.
3. See anchor text which are been used for back link, if anchor text is keyword
base it may be cause for Penguin update.
4. Removal of links:- To recover from penguin update we have to remove all
bad links printing to our site.

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5. Disavow links:- We have tried to remove all back links but were not
successful in some sites for disavow where automatically Google will disqualify links.
6. Link detox:-
a) We know site is good or bad manually checking site or using link detox
service.
b) To submit link to disavow tool we have to prepare text. After submitting to
Google it will take 2 weeks time to process.
c) We have to wait until the next penguin or refresh to recover from penguin.
7. Stay Update:- On the connect with social media site (like :- twitter, facebook
etc.)
8. Website Monetization:- -
a) It is a process of generating income from our website.
b) To generate income, we have followed methods
c) Advertising (Main Ad -Sense)
d) Affiliate Marketing (Commission junction, click bank, V commission,
E -Commerce)
e) Freelance (personal, o-desk, freelancer.com)
9. Advertising: -
a) Do market research to find the products or services which user are searching.
b) Using keyword planner tool search for different keyword which can be our
target.
c) Try to generate any relevant ideas in the same theme of our product.
d) Book a domain and hosting and create all social profiles for your brand name.
e) Create site with unique content and for at least 3 months and then apply for
Ad-sense account.

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Chapter 5
Advantages and Disadvantages
Advantages: -
Digital Marketing can be successful and advantageous after utilizing different tools and
techniques. These tools help marketers to get maximum benefits of digital marketing such
as:
 Easy Consumer Reach
o Digital Marketing is an effective way of communication for companies to
target a large number of potential consumers at the same time. Using the
internet channel for marketing is a quick approach to target a number of
potential consumers and prospects at same time all over the world. Social
Media Marketing has also revolutionized these marketing activities on
different social media platforms such as Facebook, Twitter, LinkedIn,
Pinterest etc.
 Direct Advertising
o Digital Marketing enables direct advertising and creates awareness about a
product or a brand. Now the companies can easily show their advertisements
for products and services on different digital channels. But a good online
advertising strategy and promotional tools can help digital marketers to
perform well in highly competitive marketing environment.
 Perpetually Displaying Ads
o Digital Marketing makes advertisements more accessible to target customers
at any time or any place. There is no time and place limitation for the
prospects to visit any website and view ads. The perpetually displayed ads
attract the prospects to get in touch with you and find the products and
services of their need. But these ads should be managed efficiently to display
on a webpage. See the four-step process to display Ads on a webpage as well.
 Global Advertisements

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o This is one of the most effective benefits of Digital Marketing that enables the
companies to make advertisements internationally and expand their customer
reach to other countries across geographical boundaries.
 Easy Brand Promotion
o With the development of new technologies and use of internet in business, the
brands may take a great advantage of customer‟s reach and communicate its
clients successfully.
 Cost Effective Channel
o Using the internet, Digital Marketing is found cost-effective and cheaper
source of advertising as compared to traditional marketing channels like T.V,
Radio, Magazines, Newspapers, and Banners etc. Digital marketing allows
marketers to set their advertising campaigns subject to availability of their
budget. Mostly, the websites and business profiles (displaying ads and
information about products or services) generate huge traffic for free. Social
media, with its numerous benefits has played a vital role in promoting digital
marketing activities. Social Media Marketing platforms such as Facebook,
Twitter, Google+, LinkedIn, WhatsApp, Blogs, Yelp, Instagram, and
YouTube etc. also provide a huge traffic source.
 Consumer’s Convenience to Shop Online
o Due to more popularity and capabilities of digital marketing, customers have
become more convenient to shop online at any time (24/7 basis) whether the
shops are over or across the borders. Digital Marketing has opened-up an
opportunity for companies and retailers to direct its customers to an outlet of
the online store.
 Accountability of Marketing Activity
o Digital Marketing enables the companies to measure their marketing activities
such as digital marketing is working or not, the amount of activity, and the
conversation that is involved. Digital marketing also helps marketers to
evaluate and audit their online contents for quality purposes.
 Helping Marketers’ Career
o Digital Marketing has become a beneficial career for the individuals who are
familiar with implementing digital marketing strategy and helping companies
to expand their brands to target customers through internet.

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Disadvantages: -
No doubt, Digital Marketing is an expansion tool for the businesses but it is facing some
limitations or hindrances. Some of these limitations are:
 Limitation of Internet Access
The Digital marketing is closely reliant on internet. In some areas, internet
facility may not be accessible to the consumers or with poor internet connections.
The Digital Marketing can be unsuccessful in those areas having no or limited
internet accessibility.
 Limited Consumer Link and Conversation
As digital marketing is highly dependent on internet, so the marketers may
find it hard to make their advertisements more comprehensive and start a
conversation with their consumers about the company brand image or products.
 High Competition of Brands
Digital Marketing has a drawback when a customer searches for a specific
product of a specific company on internet, many competing goods, and services
having same marketing strategies appear on the customer‟s home page. This conflicts
the customers and provides an alternative option to choose cheaper and better quality
product of another company. As a result, some customers lack the trust on a lot of
advertisements that appear on a website or social media and consider it as fraud and
look like a dishonest brand.
 Risk of Hacking Strategies
The risk of hacking promotion strategies of a company always rests on digital
channels (internet) that is one of the drawbacks of digital marketing. The hackers or
competitors can easily track and copy the valuable promotional strategies of a well-
renowned company and can utilize for their purposes.
 Anti-Brand Activities (Doppelganger)
Another drawback of digital marketing is that even a person or group of
persons can harm the image of a recognized brand through 'Doppelganger'. Anti-

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brand activists, bloggers, and opinion leaders spread the term „Doppelganger‟ to
disapprove the image of a certain brand.
 Advertisement for Limited Products
Another practical drawback of Digital Marketing is that it is only beneficial
for consumer goods. The industrial goods and pharmaceutical products cannot be
marketed through digital channels. The aforementioned information may help digital
marketers to understand the strengths and weaknesses of Digital Marketing. To learn
more about digital marketing, visit the links under related posts.

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Chapter 6
Future Scope
Whether you are a student looking to take up digital marketing as a career or someone who ain‟t
really enjoying his current job and wishes to make a switch. Or even someone who desires to
make some money online. Yes, Digital Marketing can very well be an apt option. And digital
marketing scope is immense, as you would read.
Let me explain to you on what Digital Marketing is. Digital Marketing is a process where we use
Digital platforms like the search engine, emails, videos, apps to reach to our prospective
customers who would be willing to pay for our products or services. And that‟s the reason why
every business exists. To sell their products or services and make some great profits or returns.
But what‟s in store for you from learning all of this? The point is simple.
If you can learn digital marketing and help a few companies in their businesses, can‟t you apply
the same marketing techniques to your passion and build a business around it and make monetary
benefits? Yes, my friend, you can very well do that. That‟s digital marketing scope.
Being a graduate in electronics stream, I never imagined that I would be working as a digital
marketer – but now I feel so proud of my decision. You may get a little disappointed with your
initial salary, but the work makes up for that. The work is satisfying and challenging, yet stress-
free.
1. Easy to Learn, Yet Powerful
Do you hate programming? Do you hate that usual IT jobs that everyone seems to be running
behind? What if I told you that there is an alternative that requires no programming knowledge or
background and is easy to learn and yet powerful in applications?

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Yes, it‟s digital marketing.
You need not even leave the comfort of your home and you can grasp almost all of its
fundamentals by starting a test blog ( a random blog to understand digital marketing
fundamentals ). And what do you get in return?
The abundance of job opportunities once you complete the basic certifications. For every
business knows that a great marketing campaign has the power to change their fate and make
them tons of profit.
Freelance opportunities to make money if you are willing to develop strategies and put in efforts
and time to make the things possible.
2. Abundance of Job Opportunities
Now, it would be bad of me to say that without showing you the proofs.
Fig 6.1: - job search through digital marketing
More than 1.5 Lakh jobs all over India!
You see it? There are around 1.5 Lakh jobs all over India. But how can there be so many job
opportunities in any field? All that boils down to two reasons.
2.1 Rapid Boom of Smartphones and Digital Media

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Yes, who can ignore the fact that a huge number of people are getting connected to the Internet
each day? There would be around 500 million users just from India.
Fig 6.2: - future ratio of uses of digital media
The explosive growth of Internet users in India!
Additionally, each user is spending more time on their devices, with average being around 50
minutes each day. What does all that mean? Huge demand for digital marketers to target this
ever-increasing audience of people online.
2.2 Decline of Conventional Marketing
Also, the conventional Marketing has been on a constant decline since the starting of the century.
Moreover, traditional Marketing is quite expensive and hence only large companies or MNCs
could ever think about spending in it.
But since Digital Marketing provides budget flexibility, ability to target custom groups, better
conversion ratios and even Analytics to give up a complete picture of our marketing campaigns,

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it‟s no wonder that every form of business can employ it. Whether its a big MNC like Coca-Cola
or a startup, right near your place, anyone can employ it to reach their prospective customers.
The demand-supply chain is clearly not in balance and with time, the gap is expected to widen.
It‟s the job opportunities where digital marketing scope is limitless.
And a couple of more points about Digital Marketing if you wish to take it up as a job or a career
option.
4. Relatively Stress-Free Job
I used to dread about working for a company for I would observe a few of my friends directly
heading for a sleep after having a tiresome day at their office. I always wanted to have some
energy and time with me to get myself involved in other productive things, like going to a gym.
Now, I can‟t make a general statement regarding the work nature of a digital marketer. Somone
can be working as a PPC expert, other as a content writer or someone as a social media expert.
But from my little experience and what I have heard from my marketing friends, the work is
quite satisfying and relatively stress-free.
Provided you have strong basics and are willing to keep yourself updated, you would enjoy
working as a digital marketer. Do share us your experiences if you ever worked in this field.
5. Career Path As A Digital Marketer
Though you may start at a low salary, you may end up experiencing exponential growth once you
start acquiring experience and developing your skills.
Fig 6.3: - career path of digital marketing

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Digital Marketer Salary Ladder
You even have the other career path available. After becoming proficient as a digital marketer,
you can go for a data analyst and then to a data scientist. And I will leave it to you to Google the
average salaries of a Data Scientist. Aren‟t you surprised?
6. Freelancing Opportunities
This is one of the main reason on why I insist people read digital marketing.
Imagine you start an amazing blog that has some killer content. Or imagine you start a YouTube
channel which has tons of great videos. You put in your time but you still didn‟t get any results.
You worked on your ideas for 6 months but the results were nothing in proportion to what you
did.
The situation is similar to a company that has a great product but doesn‟t know how to reach
people. As you can guess, it would be an utter flop. Had the company or you knew the marketing
basics and strategies, you could have flipped your fate and got some great results. That‟s where
marketing makes difference! What’s the use of a blog or a YouTube channel or a great
product if it’s not able to get people’s eyes?
And let me give you some Freelance ideas that you can probably take up after reading digital
marketing.
6.1 Make Blogs For People
Okay, the first idea exploits people‟s fear that making a blog or website is a quite difficult and
challenging task. How can you possibly benefit from it? Once you learn digital marketing, you
would be able to set up a blog or a website in a few hours for anyone. Here are the steps.
 Set up a blog on digital marketing.
 Explain it to people. Write great blog posts. They can be in your local language too.
 Get Traffic to your blog. That‟s your job.
 Include a page on your site where people can hire you to work for them.
 Do good work. Get their dreams running online. And charge them up as per your wish.
Here‟s is one blog I made for my friend and made some profit.
6.2 Start a YouTube Channel

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If you have any good camera and a great idea, why not make a YouTube channel and make
money from your videos? Though it may have become a little difficult on YouTube lately, with a
proper content, you can still win the game and make a great money.
Fig 6.4: - google AdSense in earning from YouTube channel
My AdSense Earning from YouTube channel!
6.3 Follow your passion and Start Your Blog
Don‟t get disappointed if you don‟t have a camera. Just work on your passion and think about
adding value or solving people‟s problems. I have been also trying to work on my blog and
possibly make it as one of my income sources. And with a very little investment, there is no one
stopping you from starting your niche blog except yourself.
6.4 Design T-shirts
Do you love designing? Did you learn Digital marketing? Head over to websites like My Dream
Store where we can create our custom designed shirt and make money every time someone
purchases it. I did give it try and had a few successful sales.
6.5 Affiliate Marketing
Or why not become an affiliate and review products and services to provide people with true, in-
depth and unbiased reviews? A lot of people have made this their career and make great sums of
money as an affiliate.
7. Or Better – Go your own way!

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While working in Digital marketing, allocate a small amount of your time to your hobbies or
passions and develop a blog or a YouTube channel around that.
Fig 6.5: -A lot of Hard work and you can be your own boss!
Not only would it help you to learn digital marketing in a practical sense, but would allow you to
make monetary benefits from it in the future if you remain committed and consistent. That‟s what
everyone should be aiming at after learning digital marketing.
Find the things that really excite you.
Build a blog or a YouTube channel and provide a great value to people.
Work persistently employing proper marketing techniques and you may soon be able to ditch the
corporate system and be your own boss.

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Conclusion
The study started with the aim to analyze the different issues related to the digital
marketing. Based on the discussion it has been found that in case of the digital marketing the
most important aspect is to connect with the users. The ladder of engagement has shown the
approaches to attach with the customers. The study has also revealed that in order to utilize
the digital marketing in an effective way, the companies are required to design an effective
platform. With the example of Pinterest, the effectiveness of a social media platform has
been discussed. The current trends in the digital marketing have also been discussed in the
study. It has shown that in the current context, it has become important to integrate all the
systems with that of the digital platform. The transition of newspaper from the printed
version to the online version has been exemplified the current trends of the digitalization.
As conclude that site monitoring to stay updated on with Google analytics and
Google webmaster tool and neglected all negative SEO and black SEO technique.
At first Decide aim of your site according to business and targeted to right
audience also follow the Google algorithm updatically.

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References
a) Adweek. (2016) What Trends Will Drive Digital Marketing Success in 2016?.
[online].Available from: http://www.adweek.com/socialtimes/what-trends-will-drive-
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