Internet Marketing Strategies Project - Dhanraj Kamble

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INTERNET MARKETING STRATEGIES -
Approaches and Challenges: An Overview
DHANRAJ VIJAY KAMBLE
HPGD/OCXX/0XXX
PGDM – Marketing Management (Hybrid)
WELINGKAR INSTITUTE OF MANAGEMENT
DEVELOPMENT AND RESEARCH
Year of Submission: 2019

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ACKNOWLEDGEMENT
First of all, I wish to thank my guide Mrs. Snehal Mategaonkar Madam, Assistant
Marketing Manager – Innovins Technologies Pvt. Ltd. who has provided great help and
encouragement throughout the completion of this project she made all the efforts to improve
the quality and the layout of the presentation.
I wish to thank the whole Marketing team at the Innovins Technologies Pvt. Lt . whod
provided all the required information to complete the project. I would appreciate the positive
attitude shown by my Co-workers, without which this project would have not come to the
conclusion.
Finally, I am particularly grateful to my family for having believed in me and for their
constant support.
(HPGD/OCXX/0XXX)
Date: 1st October, 2019
Place: MUMBAI

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CERTIFICATE FROM THE GUIDE
This is to certify that the Project work titled INTERNET MARKETING STRATEGIES -
Approaches and Challenges: An Overview is confide work carried out by,
DHANRAJ VIJAY KAMBLE (HPGD/OCXX/0XXX)
a candidate of the Post Graduate Diploma in Management-Marketing (Hybrid) of the
Welingkar Institute of Management, Development & Research, under my guidance and
direction.
NAME: Mrs. Snehal Mategaonkar
DESIGNATION: Assistant Marketing Manager
(Innovins Technologies Pvt. Ltd.)
ADDRESS: Eureka Towers, Chincholi
Bunder Road, Mindspace,
Malad (West), Mumbai - 400064
DATE: 01/10/2019
PLACE: MUMBAI

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UNDERTAKING BY CANDIDATE
I Mr. DHANRAJ VIJAY KAMBLE, having admission no. HPGD/OCXX/0XXX, declare that the
project work entitled -
“INTERNET MARKETING STRATEGIES - Approaches and Challenges:
An Overview”
is my own work and conducted as part of my syllabus. I further declare that the project work
presented has been prepared personally by me and it is not sourced from any outside agency
or any other student.
I understand that, any such malpractice will result into being debarred for the subject viva and
will be considered fail for that subject.
I also understand that I will have to face serious consequence and my admission to the
program will be cancelled without any refund of fees. I am also aware that, I may face legal
action, if I follow such malpractice. I hereby abide to take the viva faculty’s decision as final
for the evaluation of the Project.
Place: Mumbai
Date: 01/10/2019

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TABLE OF CONTENTS
ABSTRACT …………………………………………………………………………… Pg. 7
CHAPTER 1 – INTRODUCTION ……………………………………………………. Pg. 10
1.1 Overview
1.2 But are all companies aware of the possibilities, and do they use them?
1.3 Are companies adopting the interaction approach to their advertising concepts?
1.4 Can this interaction approach be used in advertising to create success?
CHAPTER 2 - PROBLEM FORMULATION ………………………………………... Pg. 13
2.1 What are the approaches and challenges?
2.2 What strategies should companies adopt?
2.3 Structure of the project
2.4 Conceptual framework
CHAPTER 3 – DEFINITIONS ……………………………………………………….. Pg. 14
3.1 What is Internet?
3.2 What is Marketing?
3.3 What is Internet Marketing?
CHAPTER 4 - HISTORIC BACKGROUND ………………………………………… Pg. 19
CHAPTER 5 – TRADITIONAL MARKETING APPROACHES …………………… Pg. 20
5.1 Traditional Marketing
5.2 The four Ps in Traditional Marketing Mix
CHAPTER 6 - GROWTH OF INTERNET MARKETING IN INDIA …………….... Pg. 28
CHAPTER 7 - STRATEGIES IN INTERNET MARKETING BY INDIAN ……….. Pg. 29
COMPANIES
CHAPTER 8 - LIST OF COMPANIES USING E-MARKETING IN INDIA ………. Pg. 30
CHAPTER 9 - DIFFERENT METHODS OF INTERNET MARKETING ………….. Pg. 33
9.1 Online Advertising
9.2 Email-marketing
9.3 Search Engine Optimization (SEO)
9.4 Paid Search Advertising
9.5 Social Media Marketing
9.6 Affiliate Marketing
9.7 Viral Marketing
CHAPTER 10 - VOICE OF INDIAN RETAILERS …………………………………. Pg. 51

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CHAPTER 11 - PRESENT SITUATION OF INTERNET MARKETING IN INDIA Pg. 56
CHAPTER 12 - OPPORTUNITIES OF INTERNET MARKETING IN INDIA …….. Pg. 57
CHAPTER 13 - CHALLENGES IN INTERNET MARKETING ……………………. Pg. 58
CHAPTER 14 - SUGGESTIONS TO IMPROVE INTERNET MARKETING ……… Pg. 60
CONCLUSION

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ABSTRACT
 Overview
Evolution of Internet Marketing has been one of the most important and influential
trends in the field of business, marketing and information technology over the recent years. It
is the process of marketing a brand using the mode of Internet. It includes both direct
response marketing and indirect marketing elements and uses a range of technologies to help
connect businesses to their customers.
Internet Marketing has become more famous after involvement of latest technologies in
businesses. As it, involves use of interactive, virtual spaces for promoting and selling goods
& services. These technologies are a valuable complement to traditional marketing methods
whatever the size of your company or your business model, as they are creating a competitive
advantage to the brands and companies. It has revolutionized the process of marketing the goods
and services with the advent of social media to reduce gap between the consumers and businesses. It

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has compelled marketers to stay connected with their buyers or customers via internet for
selling their products and services.
Businesses will continue to make use of traditional marketing methods, such as advertising,
direct mail and PR, internet marketing adds a whole new element to the marketing mix. Many
businesses are producing great results with internet marketing and its flexible and cost-
effective nature makes it particularly suitable for small businesses, while the traditional
marketing methods are still followed.
But, the basics of marketing remain the same - creating a strategy to deliver the right
information to the right people at the right time.
In fact, new synchronous, internet-based communication technologies had contributed to the
reorganization of major economic sectors including marketing. Being cost-effective, flexible,
and fast and an unprecedented global reach, internet marketing has brought about different
businesses incredible gains. Consequently, the marketers must consider and analyze both
advantages and disadvantages of Internet based marketing while planning the best marketing
strategies and setting up business goals. However, this effective, new method also involves its
disadvantages too, e.g. lack of personal contact, security and privacy, etc. which should be
taken account for.
The study, concentrates upon the impacts of internet-fostered interactive spaces on marketing
practice. The study starts with defining internet marketing and reviewing background to
utilization of internet marketing; different kinds of internet marketing, then, will be shed light
upon. The marketing opportunities stem from introduction of this new, virtual space is the
next focal point of concentration. The study continues with challenges, such as problems of
security, privacy, etc. emerged in the field of marketing from implementation of virtual space
produces.
 Objectives of the Project Report
 To review the present scenario of Internet Marketing in India
 To Identify the Opportunities and Challenges of Internet Marketing, in India

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 Scope of Project Report
The Project report is on the subject of Internet Marketing Strategies in India, which includes
the strategies, opportunities and challenges of the companies using Internet Marketing in
India.
 Limitations of Project Report

 The research on project of Internet marketing is conducted to various sources, any data or
content which is not exact should be taken into account.
 The research data from the various sources could be biased which ultimately affects the
results shown by marketing research.
 This project report limits to Internet Marketing Strategies – Approaches and Challenges
only.

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INTRODUCTION
1.1 Overview
It is a well-known fact that what we call 'marketing' has undergone substantial changes over
the recent years and the key role in this transformation has been played by Internet.
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."
Even before the Internet there were many different ways to advertise and market the products
and services, in different media such as,
1. Radio,
2. TV,
3. Newspapers,
4. Magazines, as well as via
5. Telemarketing or pamphlets.
Usually the goal was to get a company- and/or product name, a statement etc. communicated
to as many people as possible for the smallest price possible.
Several studies have addressed the way in which introduction of internet have reshaped the
structure and performance of different sectors, e.g. hospitality, travel and tourism.
Introduction of internet has changed the rules and marketing practioners have no way but to
adhere to it. In fact marketing is just one of numerous fields that have been substantially
revolutionized by internet-based technological innovations. It states that "Information and
communication technology, as it is now known, has come to play a key role in all elements of
the marketing mix, and the new term recognizes the importance of communication in the
interface between a business and its customers"
When the Internet arose, a number of search options became available. Companies had the
option to advertise themselves on a larger scale. Due to advertising perception at the time,
many businesses were assumed to have great value, and thus traded on the stock exchange at

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extraordinary high rates. This collapsed in 2001 at what is commonly known as the dot-com
bubble.
After the dotcom collapse, the Internet was almost disregarded because of many failing
website-based businesses that had expectations to the market and assumptions about
consumers. However, both consumers and companies continued exploring online options.
Soon more substantial business models emerged; search advertising and e-commerce were
the new possibilities. Enhancements in targeting advertising and understanding how
websites maintain visitors, became relevant. Researching consumer’s behaviour and buying
patterns online began to interest many.
The most prominent point regarding the advent of Internet to the center stage of commerce
and marketing is that Internet is not considered merely a new channel of promotion. This new
understanding is inevitable since new communication technologies have fostered a new
dynamic environment in which marketer oriented, top-to-down, unilateral approach gives its
place to a customer-oriented, bottom-to-up, reciprocal process.
So, let’s assume the fact that: The Internet is no longer a medium of “new economy” rather
it’s a tool to prosper new economy.
The Internet is used in any and all industries, as a branding and marketing tool, as an internal
communication tool, and as the start of most business transactions. Today companies use the
Internet as one of the most powerful tools in a big number of ways. The Internet has unlocked
a large number of search options and new ways of highlighting the important aspects of any
item. Thus marketing has been redefined via the Internet, and given even small businesses a
chance to promote and brand their products on a larger scale.
The Internet has therefore experienced enormous growth in online advertising, since its
inception in the early 1990’s. It is still however executed in the usual one-way-
communication, as it has always been done.
Success stories in advertising are easy to find: Amazon is using their customers to market
products to others via the “other buyers, who looked at this, also looked at this”. Coca Cola
is storytelling via the Internet, MasterCard use humorous clips, and through that viral
marketing.

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1.2 But are all companies aware of the possibilities, and do they use them?
We live in a world of connectivity; the number of mobiles phone subscriptions in India
is around 46% of its total population and in some countries like in Denmark the number of
mobiles phone subscriptions outnumbers the number of inhabitants. The number of text
messages increases year-by-year, email and instant messenger programs set records each
year. All of which points out that people are in need of being in contact with each other.
When the Internet connects people across oceans and continents, networking pages and blogs,
dating services, forums, and chat rooms are increasing every minute, are the companies aware
of the consumers’ need to be connected and be part of a dialogue?
1.3 Are companies adopting the interaction approach to their advertising concepts?
Getting the user to feel like part of the company will create not only happy customers, but
create ambassadors that will promote the company and its products even further. Most people
do not leave their home without their mobile phone, they are scared to miss anything, and
want people to be able to reach them for an opinion. Customers are jumping on the chance to
be heard in large audiences.
1.4 Can this interaction approach be used in advertising to create success?
For companies, interactive marketing allows opportunities for them to help evolve and grow
their favorite products and brands. The more those customers talk about a company in online
forums, social networking sites, emails, and videos, the more their hopes and ideas for that
company enter into the company's consciousness. Businesses can use this information to
develop the products their customers are most excited to buy, increasing a customer's sense of
respect -- and potential sales.

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PROBLEM FORMULATION
Based on the before-mentioned questions, I would like to shed a light on the following:
• What alternative advertising options does the Internet provide to the companies?
• To what extent are companies aware of such advertising options, and to what extent do they
take advantage of them?
• What strategies should companies adopt to take advantage of these options?
We wish to investigate these questions in an effort to highlight where companies have
options to expand their current marketing strategies and develop new concepts that will give
them the option of targeting their campaigns even further.
2.1 What are the approaches and challenges?
To understand the available approach, a review of existing thoughts on the topic is needed. A
thorough report of the approaches companies can undertake, and how they affect the
outcome.
Moreover, different options of Internet Marketing strategies will be discussed, and the project
will highlight where the current potential is, and what should be carefully considered before
use.
2.2 What strategies should companies adopt?
It would be obvious to make recommendations based on a study of companies and their
strategies.
2.3 Structure of the project
This project is overall divided into four main parts.
The introduction, background, methodology, problem formulation i.e. conclusions and
recommendations and limitations (if any) towards internet marketing, each of the main topic
will have an interdependent section.
2.4 Conceptual framework
This project requires a number of definitions and delimitations in order to keep focus on the
important aspects.

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DEFINITIONS
Furthermore, it is important that the different terms/concepts that we refer to in this project
are defined, to give a broader perspective of the topic.
3.1 What is Internet?
The internet is globally connected network system that uses TCP/IP to transmit data via
various types of media. The internet is a network of global exchanges – including private,
public, business, academic and government networks – connected by guided, wireless and
fiber-optic technologies.
The terms internet and World Wide Web are often used interchangeably, but they are not
exactly the same thing; the internet refers to the global communication system, including
hardware and infrastructure, while the web is one of the services communicated over the
internet.
We are witnessing of a fundamental shift, which is occurring in the world economy. Business
are moving progressively further away from a world in which national economies were
relatively isolated from each other by barriers to cross border trade and investment; by
distance, time zones and language; and by national difference in government regulation,
culture and business systems. National economies are merging into an interdependent global
economic system. The rapidly emerging global economy raises a multitude of issues for
business both large and small. It creates opportunities for business to expand their revenues,
drive down their costs and boost their profits. While the emerging global economy created
opportunities such as this for new entrepreneurs and established business around the world, it
also give rise to challenges and threats that yesterday’s business did not have to deal with.
A powerful force drives the world towards a converging commonalty, and that force is
technology. It has proletarianized communication, transport and travel. The result is a new
commercial reality – the emergence of global markets for standardized consumer products on
a previously commercial reality – the emergence of global markets for standardized consumer
products on a previously unimagined scale of magnitude. The multinational corporation
operates in a number of countries and adjusts its products and practices to each at high

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relative costs. The global corporation operates with resolute consistency – at low relative cost
as if the entire world were a single entity it sells the same thing in the same way every-where.
Communication technology i.e. Internet has always been a major driver of economic
progress. The Internet, because of its global reach, rapid growth and potential for transmitting
huge bundles of information at almost zero cost, will have a particularly dramatic impact in
the near future.
Internet and WWW promise to develop into the information backbone of tomorrow’s global
economy. The Internet is an extremely important new technology. It has received so much
attention from business world. It has led many companies, dot-com and incumbents alike, to
make bad decisions-decisions that have eroded the attractiveness of their industries and
undermined their own competitive advantages.
Some companies have used Internet technology to shift the competition away from quality,
features and service and toward price, making it harder for anyone in their industries to turn a
profit. Business needs to move away from the rhetoric about "internet-industries", "e-business
strategy" and a "new-economy".
3.2 What is Marketing?
The Chartered Institute of Marketing defines marketing as “the management process
responsible for identifying, anticipating and satisfying customer requirements
profitably.”
Thus, Marketing is a societal process, which discerns consumer’s wants, focusing on a
product or service to fulfil those wants, attempting to mould the consumers toward the
products or services offered. Indeed, marketing is fundamental to any businesses growth.
The marketing teams (marketers) are tasked to create consumer awareness of the products or
services through marketing techniques. Unless it pays due attention to its products and
services and consumers' demographics and desires, a business will not usually prosper over
time. Essentially, marketing is the process of creating or directing an organisation to be
successful in selling a product or service that people not only desire, but also are willing to
buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the

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end-customer that delivers value through products or services.
3.3 What is Internet Marketing?
Concerning the Internet there have been many ideas and theories. Due to the fact that the
Internet is rather a new phenomenon there is yet room for evolvement.
We simply define internet marketing as "the application of the internet and related
digital technologies to achieve marketing objectives".
Internet Marketing is a broad term for marketing products and/or services online — Internet
marketing means different things to different people. Essentially, though, Internet marketing
refers to the strategies that are used to market a product or service online.
Internet marketing consists of measures and activities to promote products and services and
build relationships with customers over the Internet. We understands online marketing as -
carefully targeting users and getting them to interact with you while they‘re engaged with the
most personal, intimate medium ever invented.

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It is defined 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 multi-channel buying
process and customer lifecycle) through improving our customer knowledge (of their profiles,
behavior, value and loyalty drivers), then delivering integrated targeted communications and
online services that match their individual needs". As this relationship concept definitions
show internet marketing revolve around interaction and building relationship with customers,
a point which discriminates it from traditional, offline marketing.
The marketing strategies include search engine optimization and search engine submission,
copywriting that encourages site visitors to take action, website design strategies, online
promotions, reciprocal linking, and e-mail marketing. Online marketers are constantly
devising new Internet marketing strategies in the hopes of driving more traffic to their
websites and making more sales.
A wide range of organizational functions and processes that deliver products and services to
customers and other key stakeholders are supported by the Internet. It facilitates information
management, which is now increasingly recognized as a critical marketing support tool to
strategy formulation and implementation. The future role of the Internet should form part of

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the vision of a company since its future impact will be significant to most businesses.
Without adequate information, organizations are at a disadvantage with respect to
competitors and the external environment. Up-to-date, timely and accessible information
about the industry, markets, new technology, competitors and customers is a critical
factor in an organization’s
At first marketers, quite naturally, considered online media as extensions of the space and
time media—TV, radio, and print. Advertisements during most of online advertising's first
10 years filled measured spaces on web pages with variously sized banners, rectangles,
buttons, or leader boards. In fact, a good amount of early advertising industry work focused
on defining such spaces, called Interactive Marketing Units, in order to standardize practices
for the sale and delivery of paid advertising.
In order to realize the potential and possibilities of the medium, it is important to understand
what the Internet has brought of marketing communication.
Internet Marketing has evolved from websites with company logos and contact information,
through online product catalogues to a two way communication tool (questionnaires and
specific correspondence), and now, with Customer Relationship Management (CRM) a
variety of new options are opening up.
To understand e-communication and how companies use the internet as marketing /
advertising tools, it is important to understand it’s historic background how it is adopted into
companies and organisations.

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HISTORIC BACKGROUND
Internet has its origins in cold war and technological rivalry between USSR and US. In
fact "while the World Wide Web was created in 1991, its origin dates back to 1957 when the
Soviet Union launched the Sputnik I satellite". US reacted with establishment a department of
Defense Advanced Research Project Agency (DARPA) which launched in 1960s ARPANET,
an experimental project of computer networks from which what we now know as internet
developed. Since then internet contributed to science incredibly and "by the late 1980s the
internet was being used by many government and educational institutions".
So internet was considered an inclusive communicative tool of scientific and research centers
for several years and its academic function was its dominant prior to discovering its
commercial capabilities which led to its commercialization.
With increasing the number of internet users during the 1990s, entrepreneurs started to
appreciate commercial prospects of this new medium. Although there is no complete
consensus on when did internet marketing exactly start, but the majority of commentators
refer to 1994. So it is widely held that "significant commercial use of the Internet began with
the first banner ads‘ on web pages in 1994, and the appearance of Internet-based malls‘ (the
electronic equivalent of a storefront) such as Amazon.com in 1995".
Statistics make it clear that this young marketplace, internet marketing, has had an
astonishing rate of growth. So amazing is the growth rate of this new paradigm of marketing
that it is hard to believe how young it is. In fact "in 1994, spending for internet marketing
totaled nearly nothing, but increased to over $300 million in 1995. After a decade later,
marketing spending and internet marketing business has exploded to nearly $500 billion
(according to Forrester Research).
Today, it‘s hard to believe in having an organization which doesn‘t have some or the
other kind of online presence."
This brief historic background is concluded by pointing to the fact that step by step online
marketing has become a much more sophisticated practice. So early methods of internet
marketing such as online advertising and email marketing has been followed by more
younger, developed methods such as search engine optimization or social media marketing.

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TRADITIONAL MARKETING APPROACHES
Does the Internet provide new options?
The starting point of any research is what has already been examined, and what the
conclusions of these examinations are. This chapter is divided into two main parts, with two
subchapters;
• The traditional Internet marketing
• The traditional marketing strategy
• The new internet marketing model
• The new marketing strategy
Firstly to explain the theories of Internet marketing and their current use (i.e.: how
companies perceive online marketing today), and secondly to recap what options companies
have in creating marketing plans. Before this, we have included a brief explanation of
traditional marketing and marketing mix.
5.1 Traditional Marketing
In this topic I have tried to give you an overview of what traditional marketing is and how
it is used over the internet. The traditional marketing (TM) is a common known media
concept.

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5.2 The four Ps in Traditional Marketing Mix
Marketing is company centered, and is divided into four general sets of activities, namely
product, price, promotion and place.
Each of the activities can be further divided into different categories.
Pic. – The four P’s in Marketing Mix (product, place, price, and promotion).
The marketing mix is probably the most famous marketing term. Its elements are the basic,
tactical components of a marketing plan. Also known as the Four P's, the marketing mix
elements are price, place, product, and promotion.
The concept is simple. Think about another common mix - a cake mix. All cakes contain
eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of
mix elements contained in it. So for a sweeter cake add more sugar!
It is the same with the marketing mix. The offer you make to you customer can be altered by
varying the mix elements. So for a high profile brand, increase the focus on promotion and
desensitize the weight given to price. Another way to think about the marketing mix is to use
the image of an artist's palette. The marketer mixes the prime colours (mix elements) in
different quantities to deliver a particular final colour. Every hand painted picture is original
in some way, as is every marketing mix.
Product
The actual product is what the consumer wants, quality and colour, size and features. It also
includes supporting elements such as warranties, guarantees, and support. It is made up from

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relations between:
Definition; physical product, a service or even people and organizations can be products.
Level; the product level gives the marketer an option of differencing otherwise similar
products.
The levels are:
• The core benefit, the fundamental product, buying a car is buying transportation.
• The generic product, transport need to be transformed to something physical –
for example wheels.
• The expected product, the car needs to be silent and comfortable
• The augmented product, special attributes that define your product from the
competitors.
• The potential product; what will the product turn into the future. The car may be
ready to install an auto drive function.
Hierarchy is the road from basic need to the specific product choice. Included here could be
choice of brand (more on this later) and product type.
Classification is simplified, long or short term goods or service products Mix, the product mix
is an overview of your own products. How many different product lines do you have? How
many items in each line? What is the depth of each line (variations of the same product)? And
what, if any, relation is between the products.
From the product line it can be derived what is creating income and what is creating turnover.
From this decisions can be made whether to expand the product line, either by drawing out
the line (draw the same product towards new markets) or expanding the line with new
products.
Brand; A major part of the product is the brand of the product. Several studies have been
conducted on the topic. Martin Lindstrom argues in Brand Sense (Lindstrom 2005), that
everything surrounding your product can be turned into branding. Lindstrom uses a term
called “smash your brand”, meaning that if you destroy your product people should still be
able to identify it. A broken Coca Cola bottle will be recognized because of the special bottle
design. Brand therefore is much more than a logo or product design.

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Price
Price is one of the easiest ways of differencing from the competition, if you sell your product
cheaper than anyone else, the conclusion must be that you get the sale. In its core
understanding the price need not be monetary - it can simply be what is exchanged for the
product or services, e.g. time, energy, psychology or attention.
Setting the right price is a difficult task, what to charge depends on your strategy. The simple
way is to look at supply and demand. But in certain cases strategy requires to neglect one.
If the goal is to conquer a new market in competition with existing products (market
penetration), low price is a good start. Or the opposite – if your strategy is to have the best
product in terms of quality, price is much less a factor. It can even be a downside to market
your product at a low price.
An important notice is that most products become more elastic over time, as consumers have
time to find substitutes. It is also an option to estimate demand at different prices and then
optimize your income, by selecting the place on the curve where your contribution margin is
highest.
Sometimes price changes are necessary, normally consumers tend to look with suspicion on
lowering price, deeming that the product might by lowered in quality as well. Also, while a
price reduction will give a higher turnover, the customer loyalty is lowered as well. Thirdly
your competitors will also lower their price and start an avalanche. An increase in price will
normally cause a reaction from both customers and competitors. If your product is a luxury,
then it will be more vulnerable if the price is heighted. The competitors can react in different
ways to your chance of price, depending on their own strategy.
It is also important to notice that an increase in price can be altered by changing something
about your product, e.g. lowering service, quantum pr. unit, packing or removing functions,
and thereby keep the same price, but maximizing contribution margin.
Place
Place, refers to where the product is sold, what place in the store, or what type of store. And
also to which segment the product is sold.

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It is however also about distribution and the choice of the number of levels before the
product reaches the end-user. The links between producer and retail outlet are often
enhancing the sale. For instance selling groceries are done in stores, where many different
producers are present, inevitable heightening competition, but also making the product
available to a large number of customers. These links can therefore be a subject of much
strategy discussion. Who to pick, what are the terms of the distribution and what are the
alternatives.
Placement or distribution: refers to how the product gets to the customer; for example,
point of sale placement or retailing. Retailing consists of the sale of goods or merchandise
from a fixed location, such as a department store or kiosk, or by post, in small or individual
lots for direct consumption by the purchaser.4 Retailing may include subordinated services,
such as delivery.
Placement of a product is essential for the seller to sell and also form the purchasers that are
viewing the sites. Later in the analysis we look at the impact the placement of a goods or
adverting have on the internet; it is not different from stores or kiosks than it is over the
internet. Purchasers may be individuals or businesses. In commerce, a retailer buys goods or
products in large quantities from manufacturers or importers, either directly or through a
wholesaler, and then sells smaller quantities to the end-user.
Retail establishments are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategy.
Shops may be on residential streets, shopping streets with few or no houses, or in a
shopping centre or mall, but are mostly found in the central business district. Shopping
streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to
protect customers from precipitation. In the U.S., retailers often provided boardwalks in
front of their stores to protect customers from the mud. Online retailing, also known as
ecommerce is the latest form of non-shop retailing, for instant mail order.
Shopping generally refers to the act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and

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browsing and does not always result in a purchase
This P is therefore referring to the channel by which a product or services is sold (e.g. online
vs. retail), but can also be specific to 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
The way the product is promoted also influences the buyer behaviour, not only with regard
to the actual product, but also to the surrounding parts, i.e. the promotion of the warranty or
the company’s reputation.
Promotion can be divided in five subcategories:
Advertising is seen as a tool to communicate broadly. The general purpose of advertising is
to get potential customers to purchase or to consume more of a particular brand or product.
All types of media are used to deliver messages, including television, radio, cinema,
magazines, newspapers, video games, the Internet and billboards. Most companies that want
to advertise for their brand or product uses advertising agency or other organisation.
The general idea of advertising is to promote a specific product or Brand in few minutes to
as many as possible. This could be done on the seats of shopping carts, on the walls of an
airport walkway, on the sides of buses, and are heard in telephone hold messages and instore
public address systems. Advertisements are often placed anywhere an audience can
easily or frequently access visual, audio and printed information.
Places and to whom the advertising is addressed to depends on the product or brand. Some
organisations that frequently spend large sums of money on advertising that sells what is not,
strictly speaking, a product or service include political parties, interest groups, religious
organizations, and military recruiters. These types of advertising are directed to specific
populations. Non-profit organizations are not typical advertising clients, and may rely on
free modes of persuasion, such as public service announcements.
“While advertising can be seen as necessary for economic growth, it is not without social
costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as

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to have become a major nuisance to users of these services, as well as being a financial
burden on internet service providers”.
Today’s advertising is progressively more invading public spaces, such as schools, and can
to some extend be seen as a form of child exploitation.
Sales promotion is most of the time the hiring of external media and non-media marketing
communication skills, engaged for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability. In other words external
employment task that have one focus and that is to sell the product or Brand in a fast and
easy way. Furthermore they also do surveys that provides the companies with statistic
concerning the given product or market.
Publicity is the attempt to guide the public’s awareness of the issue. To make sure that
product or brand are been digested prober by the public. Any ethic discussions that appear
through advertising have to be in order. The right message is brought out to the people.
Personal selling is a sale activity that involves a direct contact between the sales
representative of the given product and the consumer. A personal sale is a sold product in
return for money or other compensation. It is an act of achievement of a business-related
activity.
The "deal is closed", means the customer has accepted the proposed product or service by
making full or partial payment to the seller.
Branding is a very broad sub-element under promotion. Branding is part of all four above
mention sub-elements, and therefore we have decided not to give a deeper explanation of
this element.
The mix of these four parameters will determine the success of sale. There are however
limitations to this theory. Firstly it is often seen as marketing of low-interest, low-price
products, secondly several “p”s has been added to the theory when dealing with specific
sectors, or products. One of the more noticeable ones is from Booms and Bitner in 1981,
they analysed service firms, and came up with an addition of three issues.

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The people, who are involved with the customer, whether they are sales personnel, support
personnel or other customers who describe your product, are important to consider.
Although marketing can be viewed as a one way communication, it is important to realise
that e.g. word of mouth is very powerful.
Process, is regarded as an item in itself. The process of your after service, e.g. if a product is
faulty and you reimburse the customer, it has to be done quickly otherwise this will reflect
poorly on the product, regardless of the warranty issue.
A service cannot be experienced before it is bought and delivered. Therefore it is necessary to
show the product before sale, which also applies to many products delivered in the Internet.
Studies or demonstrations therefore provide important marketing. This issue was named
Physical evidence, and gives the marketer the option of providing the customer with a feeling
of security before buying the product.

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GROWTH OF INTERNET MARKETING IN INDIA
With more than 483 million Internet users, India is the third-largest online market ranked
only behind China and the United States and declaring itself as a market not to be ignored on
the global stage. Of the millions of Internet users in India, come from the 25-34 age brackets
of those who use the Internet at home or at work what makes the 38 percent usage of internet,
a percentage that was higher than any other age group surveyed. Additionally, men
dominated internet usage with 61 percent to women‘s 39 percent. 5.1 hours, it is the average
daily online usage in the country amongst internet users.
One opinion whereby, as of second quarter 2018, India shares the characteristics of other
global internet users is its passion for social media, with Facebook being the most popular
social networking site with a 53 percent active reach. Other popular networks include
Google+, Twitter and LinkedIn.
Social media and communication also proved popular with mobile phone users in the country
with the number of monthly active users of WhatsApp reaching 250 million and counting.
India has been the last 5 years in a great journey reference to online growth. In 2014 till 2019
the online users in India doubled from 278 million to 483 million users estimated. Mobile
also showed amazing progress with 1.6 billion (May 2019) mobile connections and over 330
million smartphone shipments in India in 2018 and a total of 69.3 million smartphones
phones were shipped to India in 2019 Q1.
Happily, three signs of growth are evident that could break the slow progress of Internet
marketing in India and could lead into a promising future. You can see this through the
existence of small sites, the role of social media, and innovative ideas. The development of
small websites is an integral part in the strategy to promote businesses online. Advertising
products and services turns easy through this means. Potential customers are readily
accessible through the Internet Definitely the Cost-effectiveness and interactivity it’s the
most striking aspect of future digital marketing in India. Also, there is easy accessibility – a
benefit considering that traditional Indian marketing had to face the huge obstacle of reaching
out to Indian masses in the most resource effective way. The additional difficulties, which
Indian audiences have is the linguistic differences – something that digital marketing can
choose to stay away from.

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The future of digital marketing in India seems bright and beautiful. Future Media is a Digital
Marketing Agency in India that makes simple to reach your target audience with distinctive
online marketing strategy. The future of digital marketing will be rooted in how marketers
and platforms create ways for new and traditional media to play together.
Now, India‘s rapidly economic improvement made the country one of the world‘s fastest
growing economies. It‘s large and growing and can quadruple GDP and catapult India to the
unity, of developed economies over the next decade.
Internet has been the biggest contributing factor in this growth. With a growth percentage of
35% in the year gone by, it is unarguably the sector with highest growth rate in India. By
needing of skilled Internet marketing workforce, jobs continue to be created. We need to
recognize new opportunities and prepare the supply side.
STRATEGIES IN INTERNET MARKETING BY INDIAN COMPANIES
When entering an Internet marketing zone, a company should identify some important issues
such as different target customers, another way to contact customers, Internet security, new
competitors, etc.
To be successful in Internet marketing, the main strategic approach is needed to manage the
risks and deliver the opportunities available from online channels in a wide range of
companies, based on their experiences of strategy definition they suggest a process for
development and implement Internet marketing with different separated steps: Defining the
online opportunity, selecting of the strategic approach and delivery result online. The authors
also affirmed that the key strategic decisions including selecting target customer groups,
specifying how to deliver value to these groups, for E-marketing are the same as strategic
decisions for traditional marketing. Segmentation, targeting, differentiation and positioning
are all keys to effective digital marketing.
In the 21st century for most people running a company, Internet marketing strategies are an
indispensable part of the business plan. While small businesses such as local shops may
require some form of web marketing, any business that wants a broad customer reach should
research the potential of a solid Internet marketing strategy. As commerce continues to go
global, companies that lack an easy-to-find, accessible website – the cornerstone of web

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marketing – it will be hard to reach customers that don‘t live in the same town or have never
heard of the company. Companies such as Thumbs Up or Life style, businesses that aren‘t
household names of global visibility begins on the Web. Having a sound Internet marketing
strategy ensures the best chance of success.
Businesses continue to refine their tactics and strategy with a focus on:
Engagement: How to engage the audience and best connect (customer service).
Audience: How to find and target their audience
Tools: What are the best social media tools?
Measurement: How to measure their return on investment from their social activities?
LIST OF COMPANIES USING INTERNET MARKETING IN INDIA
Top Digital Marketing Companies in India
Pinstorm
This company Pinstorm, focuses on integrated digital marketing and provides services like
Search marketing, Social Media marketing, Search engine marketing, campaigns, bids, ads,
prospects.
Client list: Café Coffee Day, ICICI Bank, Sharekhan, HSBC, ET Now, GQ, Open, NIIT, Jet
Airways, Idea, Hindusthan Times, Taj, Sony, Tanishq, Lee, Greenpeace, Yahoo, Canon, etc.
Techshu
This social media marketing company has a team of over 60 members including skilled
leaders and Google Certified Team individuals who take care of all the aspects of Digital
Marketing for the companies that are targeting the US, UK, Australia, Canada, New Zealand
market or the entire globe.
PPC, SEO, SMO, affiliate marketing, and conversion optimization are some of its significant
services.
Client list: Hewlett – Packard, Aditya Birla Nuvo LTD, ABP (Ananda Bazar Patrika Group),
Nasscom, Turtle, mJunction (JV of TATA Steel & SAIL), SREI, Rupa (Macroman),
Bharatiya Janta Party (BJP West Bengal), Greenply Industries Ltd, SRMB Steel, GKB
Opticals and many more.

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Reprise Media
The company Founded in 2003, Reprise Media is an excellent digital advertising agency
focused on connecting brands with customers that seek them out online. The services offered
include paid search marketing, social media marketing, and SEO.
Client list: Verizon, American Airlines, Hyundai, Honda, Cathay Pacific, Raymour &
Flanigan, Sharp, United States Postal Service, Metro PCS, Sharp, and more.
Ogilvy PR
Ogilvy Public Relations Worldwide has a strong presence in the Asia-Pacific region for over
two decades. It provides services like, consumer marketing, public affairs, media relations,
product marketing, and media relations.
Client list: American Express, NIDDK, XEROX, DuPont, BP, Ford, LG Electronics as well
as local companies in 85 offices around the world.
Location: Bangalore, Chennai, Hyderabad, Kolkata, Mumbai, and New Delhi in India, The
America, Europe, Africa & Middle East, Belgium, France, Germany, Spain, United
Kingdom, Asia Pacific.
iStrat
Company is a member of National Association of Software and Services Companies
(NASSCOM) that deals with brand management and marketing. Founded in 2003, the
company has a wide range of services including digital communications services, search
engine optimization, social media, ecommerce services, web solutions, online marketing,
relationship marketing, interactive kiosks and digital films.
Client list: Maruti Suzuki, Nestle, Alpha Corp, Pepsico, Redtape, DSCL, Max India Limited,
Ericsson India, Pfizer India, Apesma India, CII, Hero Honda, Ranbaxy, Google, MSN,
Yahoo,
Location: Gurgaon, New Delhi, Australia, and USA.

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K Web Maker
This is a full service digital marketing agency offering ecommerce, websites, portals, and
online marketing services since 1998.Client list: Mumbai Indians, APM Terminal, Vedanta
Foundation, Kingfisher training academy, Mahindra, Hypercity, Tata, Fortis, and many more.
Location: Mumbai in India, Denmark, US.
Webchutney
Webchutney works with leading companies in India by developing award winning and
memorable experiences for brands to connect, engage with and build sustained relationships
with their consumers online. Services include website design, online advertising, social
media, and mobile marketing. This is a firm which looks promising and a must watch out for
in 2015.
Client list: Airtel, Microsoft, Unilever, Marico, Titan, MasterCard, Barclays, Proctor &
Gamble, Budweiser, Wipro, HDFC among others
Location: New Delhi, Bangalore, and Mumbai.
JWT
This company has six offices in major cities all over India. The digital media services offered
by the company have been awarded many times at Cannes India festival. Part of WPP group
of companies, it provides a wide range of communication services worldwide. Based in New
York the company has 200 offices in more than 90 countries.
Client list: Goodnight, Teach for India, Listerine, and many others.
Location: India, Asia Pacific, North America, Europe, Middle East, and Africa.
McCann Erickson India
This is an award winning global advertising agency, which operates over 180 offices in more
than 120 countries. Digital marketing, relationship management, experiential marketing,
professional communications, global productions, media management, design and consulting

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are some of the services offered here. This 2015 will look forward for more dominance from
this award winning firm.
Client list: Coca Cola, Master card, Greenlam laminates, and many more.
Location: Latin America, North America, Asia Pacific, Europe, Middle East, and Africa.
DIFFERENT METHODS OF INTERNET MARKETING
Internet marketing which is also called as online marketing and e-marketing includes several
methods and techniques which are introduced briefly as follows:
Online Advertising
The most known technique of online marketing is online advertising.
In this method virtual space is used to put marketing messages on websites to attract internet
users. Just similar to methods offline marketing and other types of online marketing, the
major objective of online advertising is to increase sales and build brand awareness. Online
advertising involves using of internet for displaying promotional messages on the computer
screens and refers to "deliberate messages placed on third-party websites, search engines and
directories available through Internet access".
Online advertising similar to TV ads uses the element of interruption. But it uses it in a much
more creative. Contrary to TV advertisement, online advertisement do not force the recipient

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to pay attention to the promotional peace, but it tries to persuade or attract s/he to do so,
because instead of coming in intervals it is placed along or among other non-marketing
contents. The now empowered internet recipient still has the power to ignore the
advertisement and it is totally up to her/him to click or not.
Online advertising, sometimes called display advertising, uses different methods to display a
marketing message online. Needless to say that with the progress of technology, new ways of
practicing the art of online advertisement is developed. In addition to images, pictures, logos
etc., other different methods now used in this field including interstitial banners, pop-ups and
pop-unders, map adverts, floating advert, banner advert.
Email-marketing
E-mail marketing, using e-mail for sending promotional messages to internet users, has been
considered one of the more effective methods of online marketing. Several researchers have
shed light upon privileges of conducting online marketing this way. Among its benefits point
to "high response rates" and "low costs" of email marketing and believe that these advantages
"are rapidly turning email marketing into an invaluable tool"
.

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Despite these benefits email marketing suffers from deficiencies. One these problems are that
online customers can easily ignore the received advertisements and even some email clients
would decide to put them in the spam folder. So some measures should be taken to overcome
the possibility of ignoring promotional emails on the part of customers. One of the solutions
is to not solely rely on email marketing. Marketers should employ different channels and
methods of marketing to increase the chance of success.
Another measure to transcend problems of email-marketing is permission email marketing.
"Permission marketing" has been coined by Godin. In this method recipients are asked for
their permission to receive marketing messages from the commercial marketers. So unless the
recipients have not expressed their consent, they will not send commercial emails.
Search Engine Optimization (SEO)
Nowadays it is hardly possible to imagine a business which has not its own website. But
having a well-designed website does not necessary result in an ideal amount of visits. In order
for this goal to be accomplished another type of online marketing, called SEM‫و‬ should be
adopted.

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In fact, one of major methods of conducting online marketing is search engine optimization,
which is also called search engine marketing. "SEO - short for Search Engine Optimization -
is the art, craft, and science of driving web traffic to web sites, web traffic is food, drink, and
oxygen – in short, life itself – to any web-based business". In other words "Search Engine
Optimization can be described as a cluster of strategies and techniques used to increase the
amount of visitors to a website by obtaining a high-ranking placement in the search results
page of a search engine.
The importance of search engine optimization lies in the fact that customers most of the time
use engines as a major gate to get around in the internet. So some marketing techniques have
been developed to enhance the rank of intended business websites in the search engine
results. The purpose of SEO strategies is to place a given website among highly listed entries
returned by search engines which in its turn produces more traffic. So, "Web site owners,
webmasters and online marketers want search engines to send traffic to their site. Therefore,
they need to make sure that their sites are relevant and important in both the eyes of the
search engines and the users."

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Paid Search Advertising
With over 3.5 billion search queries on Google everyday paid search – where you pay
Google or other search engines to advertise your content on SERPs for relevant keywords --
is one of the most popular and effective types of online advertising.
Pic. – Paid Search Advertising of Distance MBA search on Google
Naturally, there’s enormous demand for the top ad rankings, so Google triggers an auction
anytime there are at least two advertisers bidding for keywords that are related to search
queries and which users consistently enter into Google.

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Pic. - Search Queries vs. Keywords
Advertisers then categorize keywords and their corresponding ad copy and web page into
groups, pick the group they want to bid on, and choose their maximum bid. Google will
select a keyword from the advertiser’s ad group that they deem most relevant to users’ search
queries and enter it into the auction.
A Google auction isn’t like your typical auction for antiques, though. They want to level the
playing field when it comes to leveraging the size of their reach, so instead of the highest
bidder always winning the auction, the bidder with highest Ad Rank always wins.
AdRank is calculated by multiplying your maximum cost-per-click bid with the quality of
score your ad, which is calculated by measuring your page’s relevance to the keyword, user
experience, and click-through-rate. This means organizations can’t acquire the top ranking
for any keyword they want just because they have the biggest ad budgets. Their content has
to be engaging.

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Pic. – Ad Rank, Position of various advertisers
Google AdWords wants to incentivize the best advertisers to advertise the best content on
their SERPs, so they reward ads that have high quality scores with higher ad rankings and
lower cost-per-clicks.
In the same vein, they also want to discourage bad advertisers from advertising bad content,
so advertisers with low quality scores will usually only acquire a high ad position if they pay
a huge cost-per-click bid. If they want to pay lower a cost-per-click, they have to settle with
stooping at the bottom of the ad rankings.
If you win a Google auction, your actual cost-per-click is calculated by the second highest ad
rank divided by your quality score, plus one cent. The only time you’ll pay your maximum
bid is if you’re the only bidder in the auction or if you make the highest bid in the auction,
but you have the lowest ad rank. In this case, you’ll acquire the last ad rank.

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Pic. – Google Ad Cost
Social Media Marketing
Social media has changed every aspect of our life dramatically. In fact it has become "the
method of statement in the 21't century, enabling us to express our belief, ideas and manner
in an absolute new way ". Beyond changing our way of conducting social life, social media
provides world of marketing with unprecedented opportunities and "also have a huge impact
on corporation, where they have realize that without a correct plan and social media strategy
they have no chance to stand out in the rapidly changing digital freedom".
Social Media marketing, thus, has become increasingly a priority without taking which into
consideration marketing cannot realize its objectives. Social media especially is promising for
small businesses because increases their competitive edge. This new rewarding type of
marketing, social media marketing, can be easily defined as" a term used to describe the
process of boosting website traffic, or brand awareness, through the use of social media
networking sites…most social media marketing programs usually revolve around creating

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unique content that attracts attention and encourages the viewer to share it with their friends
and contacts on social networks. Your business message spreads from one user to another and
impacts with the user in a stronger way because it appears to originate from a trusted source,
as opposed to the brand, business or company itself".
As is apparent from the above citation the key element of social media marketing is involving
user of social networks. If users / readers come across a right and relevant content the
likelihood of sharing it with other people in their social networks increases. So if a marketing
body succeeds in making social media users share its promotional content with people in their
network it that means that it has gained support from a trusted source and possibly will be
regarded highly by the recipient. Clearly a promotional content shared by a close friend has
much more impact than content directed from the part a marketing party. The impact of
contents shared by social network members is high due to the fact they are originally kind of
a "word of mouth" circulating on the online environment.
With respect to pillars of social media it should be noted that the "social media comes in
many forms, such as blogs, microblogs (Twitter), social networks (Facebook, Link), media-
sharing sites (YouTube, Flickr), social bookmarking and voting sites (Digg, Redit), review
sites (Yelp), forums, and virtual worlds (Second Life)”.
Paid Social Advertising
Over 80% of the U.S. population uses social media, but since social networks are all trying to
monetize their audiences as much as possible, organic reach is at an all-time low. The
quickest and most effective way to meet your audience where they spend most of their time is
through social advertising.
On paid social, advertisers have a lot of opportunity to optimize their campaigns. They can
choose the objective of their ad campaigns, the type of ad they promote, and the targeting of
their ads, which can get incredibly granular. Here’s a summary of Facebook, LinkedIn,
Instagram, and Twitter’s advertising capabilities.

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Facebook
With almost 1.5 billion daily active users who spend an average of 41 minutes on the
platform every day, Facebook boasts the largest and most engaged user base out of all the
social media platforms. And to effectively monetize their audience, they’ve built the best
targeting tools and the most cost-effective ads for advertisers.
When you create an ad campaign, your first step is to choose your campaign’s goal. You can
either amplify your brand’s awareness, consideration, or conversions. Here are the KPIs for
each objective:
Awareness
 Brand awareness
 Reach
Consideration
 Traffic
 Engagement
 App installs
 Video views
 Lead generation
 Messages
Conversion
 Conversions
 Catalog Sales
 Store Visits
After you choose your ad campaign’s objective, you’ll pick the type of ad you want to
promote, which can be a link ad, image ad, video ad, carousel ad, slideshow ad, link ad,
dynamic ad, collection ad, lead generation ad, and messenger ad.
If you don’t know what Facebook’s collection, dynamic, lead, or messenger ads are, here’s a
quick rundown of them:

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 Collection Ads promote your products, allowing potential customers to learn about
your product without leaving Facebook. They also drive traffic to your product pages.
 Dynamic Ads automatically promote products to people who have expressed interest
in them on your website, app, or somewhere else on the internet. All you have to do is upload
your product catalog and set up one campaign. Facebook will keep finding the right people
for each of your products until you turn it off.
 Lead Generation Ads generate leads by pre-populating forms with people’s
information that they entered on Facebook for your brand’s email subscription, free trials,
and registrations.
 Facebook Messenger Ads let you leverage the popularity and convenience of the app
to generate more brand awareness and revenue -- two billion messages are sent between
people and businesses each month, and 53% of people are willing to buy from a company
that they can directly message. You can display Messenger ads in the home screen of the
messenger app, create newsfeed ads that prompt a conversation with users in the app, and
send sponsored re-engagement messages to people who have already started a conversation
with you on Messenger.
When you finish designing and choosing the format of your ad, you’ll get to leverage the
most granular and powerful targeting tools on social media to build your audience.
If you want to build your audience from scratch, you can use the Core Audiences feature,
which lets you choose from hundreds of options to target specific users with ads. Facebook
segments the options by demographics, interests, and behavior. Here’s a list of all the
targeting options:
Demographic Data
 Location
 Age
 Gender
 Languages
 Relationship Status

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 Education Level
 Field of Study
 Schools
 Undergrad Years
 Employers
 Job Title
 Industry
 Income
 Net worth
 Home Type
 Home Ownership
 Household Composition
 Ethnic Affinity
 Generation
 Parental Status
 Life Events
 Political Affiliation
Interests Data (Interests, activities, and pages liked of the following topics)
 Business & Industry
 Entertainment
 Family & Relationships
 Fitness & Wellness
 Food & Drink
 Hobbies & Activities
 Shopping & Fashion
 Sports & Outdoors
 Technology

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Behavioral Data (Purchase behaviors or intent, device usage, and other activities
surrounding the following topics)
 Automotive
 B2B
 Business Travelers
 Charitable Donations
 Digital Activities
 Expats
 Financial
 Job Role
 Media
 Mobile Device User
 Page Administrators
 Purchase Behavior
 Travel
 Residential Profiles
 Seasonal & Events
 Type of Web Browser
To effectively target the right audience and optimize your paid social budget, it’s crucial that
you have a deep understanding of your ideal customer. If your buyer personas are highly
detailed and accurate, you’ll be able to leverage most of the targeting options and make your
ads as relevant as possible.
If you don’t want to build out your own audience, you can let Facebook do it for you. By
using the lookalike audiences feature, you can find and target audiences that are similar to
your customers or prospects. All you have to do is import a list of their contact information
into Facebook.
If you want to target the people who already have a relationship with your brand, use the
Custom Audience feature. By just importing data from your CRM or customer contact lists

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into Facebook, you can place retargeting ads in front of current customers, site visitors, and
mobile users.
Instagram
With 500 million daily active users, and 64% of their users aged 18-29, Instagram is the best
platform for attracting the attention of millennials. Facebook owns Instagram, so naturally
their objectives for ad campaigns align with Facebook’s: awareness, consideration, and
conversion. Here are all the KPIs associated with each category:
Awareness
 Reach
 Reach & Frequency
 Brand Awareness
 Local Awareness
Consideration
 Website Clicks
 Video Views
 Reach & Frequency
Conversion
 Website Conversions
 Dynamic Ads on Instagram
 Mobile App Installs
 Mobile App Engagement
After you set your goal, you can create four types of ads: photo, video, carousel, and story
ads.
In terms of targeting, Instagram’s capabilities are the lite version of Facebook’s. You can
target people based on their location, demographics, interests, and behaviors. Here are all of
Instagram’s targeting options.

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Location
 States
 Provinces
 Cities
 Countries
Demographics
 Age
 Gender
 Languages
Interests
 App Usage
 Ads Clicked
 Accounts Following
Behaviors
 Activities your audience does on and off Instagram and Facebook
Similar to Facebook, Instagram also offers custom audiences, lookalike audiences,
and automated targeting, which analyzes your current audience’s location, demographics, and
interests to create an audience who might be interested in your business.
Twitter
Twitter lost one million active users last quarter, but they still have 335 million monthly
active users - 80% of who live outside of the United States. If you want to extend your
international reach, especially in Asia, Europe, and South America, Twitter advertising is
your best avenue for success.
When you advertise on Twitter, there are five marketing objectives you can choose from:
 Awareness & Reach
 Tweet Engagements

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 Followers
 Website Clicks
 App Installs
After you set your objective, you can promote your Tweets with two tools: Twitter Promote
and Twitter Ad Campaigns. Twitter Promote advertises your first 10 daily organic tweets that
pass a quality test to your target audience. All you have to do is specify five of your potential
followers’ interests or metro locations, and Twitter will do the work for you.
If you use Twitter Ad campaigns, you set up advertising campaigns by yourself, where you
can leverage the following targeting options:
 Language
 Gender
 Interest
 Relevant accounts
 Follower
 Device
 Behavior
 Tailored Audience
 Keyword
 Geography
LinkedIn
LinkedIn has a significantly smaller reach than Facebook, which hovers around 250 million
monthly active users, but since professionals constantly update their career information and
specifically look for content about business on the platform, LinkedIn is considered the best
social network for B2B lead generation.
Costs are usually higher on LinkedIn compared to every other social network, but it generally
produces the highest conversion rates and lead quality, which helps justify the platform's
lofty advertising fees.
When you advertise on LinkedIn, you can choose from three marketing objectives: build
brand awareness, drive website traffic, or generate leads and convert prospects. After you set

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your goal, you can either advertise sponsored content like posts or videos in LinkedIn’s news
feed, sponsored In Mail in your audience’s LinkedIn inbox, and text ads, which are placed to
the right of the news feed.
Once you finish picking your ad format, you’ll start doing the fun stuff. LinkedIn’s targeting
capabilities are a B2B marketer’s dream -- most professionals’ information is up to date on
LinkedIn, so you can accurately target your ideal customers based off their company
information, experience, education, and interests & identity. Here’s all of LinkedIn’s
targeting options:
Company
 Company Name
 Company Size
 Industry
 Followers
 Connections
Experience
 Job Title
 Job Function
 Job Seniority
 Years of Experience
Education
 Schools
 Degrees
 Fields of Study
Interests & Identity
 Skills
 Groups

50
 Age
 Gender
 Location
Affiliate Marketing
Affiliate marketing is a major component of package of online marketing methods and refers
to the process of gaining a commission by promoting products or services of another
company. Also in this method two or more website owners can build relationship to increase
mutual financial benefits. With respect to its definition,
"Affiliate Marketing is simply defined as: A web-based marketing practice, often using
automated systems or specialized software in which a business rewards their affiliate for
each visitor, customer, or sale which is brought about as a result of affiliate's marketing
efforts. In most cases, the reward is monetary in the form of a monthly check. Most
well-designed affiliate programs are easy to implement, require little or no setup, are
free, and can instantly generates a new source of revenue for you".
Affiliate marketing has been used in a number of businesses for promoting products and
services offline. But online environment has extends the prospect of deploying this method
dramatically. The reason is that referral or affiliates are very easy to track online. This system
of marketing is widely used to promote websites and affiliates are compensated for their
effort to attract every single "visitor, subscriber, or customer". These affiliates sometimes are
considered to be "an extended sales force" at the service of a website. Because affiliates are
rewarded based on their performance, affiliate marketing is also called "performance
marketing".
Viral Marketing
Another method of conducting online marketing which overlaps remarkably with social
media marketing, due to centrality of "word of mouth" to it, is called Viral Marketing. Viral
marketing, in fact, is "a form of word of mouth marketing which aims to result in a message
spreading exponentially. It takes its name from a virus, because of the similarities that

51
marketers aim to emulate: It is easily passed on. The number of people, who have been
―infected, grows exponentially".
Viral marketing is a new concept which has been developed with the advent of Internet. Viral
marketing spreads through social networks and it is a virtual version of word of mouth. It is a
very cheap mode of marketing and if you use it there is no need to spent massive amounts of
money on traditional expensive marketing campaigns. Viral marketing works through
encouraging people to share, pass along, and forward a marketing message; it is based on a
high rate of pass-along form a user to another user. It is clear that harnessing such a powerful
instrument, word of mouth, and having others share your products and sell it, guarantees the
success, even compared with launching a classical marketing campaign.
Among other means of promotion and building brand awareness such as images, jokes, e-
carts etc., viral marketing campaigns employ creative digital videos as well. Digital videos
are most useful according to Kirby (3006) due to following reasons:
They are small enough to be passed from peer to peer via email after downloaded
from multiple distribution websites, encouraging greater user-driven spread.
They trackable after downloaded, as they are passed form user to user via email, so
they are provide brands with greater campaign accountability.
There is a less risk of user interference with the agent.
Video is familiar, ad-like/film-like format to users, with the added advantage of
interactivity.
VOICE OF INDIAN RETAILERS
As per the study conducted by IIDM – Indian Institute of Digital Marketing along with
Retailer Association of India (RAI) in the year of 2018, 3rd annual Retail e-Marketing
unified voice of Indian retailers. The extensive Indian Retail e-Marketing study has been
prepared by the ardent participation from more than 80+ retailers across India. The data was
collected over a period of 30 days from 20th April to 19th May 2018, comprising responses

52
from the industry rule setters to budding startups operating as Single or Multi brands in
online and offline domains. The study encompasses feedback and opinion from 63% of senior
managers, which includes CXOs, Directors and VPs.
Listed below are the key data charts that define the online marketing strategies adopted by
Indian retailers.
1. 44% of the Indian Retailers use mix of both online and offline marketing activities,
2. 77% retailers voted social media as the most prevalent channel for customer
engagement with Email Marketing and SMS,

53
3. 74% Retailers want to increase their investment on social media followed by Email
Marketing,
4. 57% Retailers feel that Email Marketing is very important for engagement,

54
5. 91% Retailers send less than one email in a week to avoid consumer backlash,
6. Facebook followed by Twitter is preferred social networks for engagement,

55
7. 48% have allocated more than 10% budget for online,
8. 72% with turnover of Rs20 – Rs100 crore generate more than 30% revenue from
online,

56
PRESENT SITUATION OF INTERNET MARKETING IN INDIA
According to the research done by Octanr Reasearch,
Digital India: State of Online Marketing in India 2018.
Customer Acquisition: The primary focus for marketing activities to be carried out
in 2018 for majority (58%) of India Marketers is Customer Acquisition.
For 50% India Marketers, e-Marketing revenue contribution is above 10%: 85%
of the Marketers are tracking revenues generated through e-Marketing activities for
their business. 50% of Respondents report that e-Marketing activities are contributing
more than 10% of share of their revenues.
Integrated Campaigns increase Conversion Rates: 80% of India Marketers believe
that integrated campaigns (Email, Social and Mobile) can result in moderate to
significant increase in conversion rates.
Maximum Customer Engagement is achieved through Social Media updates: For
achieving maximum customer engagement (46%) followed by email campaigns
(28%) Social Media updates were the top choice.
Top Marketing Activities for 2016: As being planned for 2019 Social Media (66%)
tops the list of marketing activities. Email marketing is voted by 53% of India
Marketers. More than 50% of the Marketers are planning to increase investment in
marketing activities.
Online Budget for Email Marketing: India Consumers where 45%, respond
positively to email offers (which are 3x of US Consumer). For 2018, we see a jump of
almost 50% of India Marketers who will be increasing their investments by 31%-50%
in Email Channel.
Influences of Social Media on Email Marketing: In 2019, India Marketers are
expecting a considerable impact of Social Media on Email Programs. The acceleration

57
in growth of subscribers is expected by 31% of marketers, a 500% increase from
2018.
Email Marketing Segmentation Techniques: For Email Marketing Segmentation,
India Marketers show an increasing preference for Purchase History to be axis.
OPPORTUNITIES OF INTERNET MARKETING IN INDIA
Empowering effect,
One of the advantages of online marketing is associated with its enabling outcome mainly on
the small businesses, since "internet can extent market reach and operational efficiency of
small and medium enterprises (SMEs)". Indeed Internet has created a kind of democratized
atmosphere in which marketing has been modernized in such a way that even small
businesses are given a good chance to promote and brand their products on a much more
larger scale.
It should be, for that reason, stressed, "Internet has created extraordinary opportunities for
small businesses to engage in national and international marketing campaigns which could
have been high-priced due to the huge amount of resources required".
Email marketing, bogging, launching web-sites, etc. are among the easily affordable inter-
fostered channels than can provide small business with the ability to survive and compete.
The reason why Internet 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.

58
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 catalogues for much less than the cost
of printing and mailing paper catalogues.
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.
Clearly, marketers are adding up on-line channels to discover, attain, communicate, and sell.
Internet Marketing has at least five great advantages
First, both small and large firms can afford it.
Second, there is no real limit on advertising space, in contrast to print and broadcast
media.
Third, information access and retrieval are fast, compared to overnight mail and even
fax.
Fourth, the site can be visited by anyone from any place in the world.
Fifth, shopping can be done privately and swiftly.
CHALLENGES IN INTERNET MARKETING
Problem of integration,
One of major problems with marketing campaigns is that they take up several offline and
online promotional channels such as press, brochure, catalogue, TV, cell phone, e-mail,
internet, social media etc., while lack a comprehensive, harmonizing marketing structure.

59
Each item is used separately and accomplished as a different task not as a part of an
integrated campaign aiming at the realization of specified and particular objectives. This
deficiency can be compensated for by taking a holistic come up to which synchronizes the
different traditional and internet age modes of marketing communication as moments of an
integrated organization. With respect to the practical, online component of an integrated
marketing what is "also worth noting (or reminding) is that like offline marketing, all aspects
of online marketing are inextricably connected- and in many cases mutually dependent.
Lack of face-to-face contact,
Internet dealings involve no alive, personal interaction and that is why some customers
consider electronic modes of providing customer service impersonal and enjoy the experience
of shopping in a bricks and mortar, physical store. They like better to talk to store personnel
in a face to face conduct, touch the related product with their hands, and socialize with other
customers. Virtual marketplace cannot provide for this function of offline shopping and lacks
personal interaction. To be more specific "for the types of products that rely heavily on
building personal relationship between buyers and sellers such as the selling of life insurance,
and the type of products that requires physical examination, Internet marketing maybe less
appropriate.
Security and Privacy,
It is clear enough that now-a-days customer’s data can easily be shared with other companies
without asking for their authorization. Moreover their more crucial personal data such as
usernames and passwords are not protected from hackers.
Lack of trust,
"Online trust includes consumer perceptions of how the site would deliver on expectations,
how believable the site's information is, and how much confidence the site commands".
These days in spite of the rapid growth of online dealings a number of people still suspect
electronic methods of paying and still have doubt whether the purchased items will be
delivered or not. On the other hand occurrence of online fraught has made customers hold
negative or doubtful attitudes towards online transactions.

60
SUGGESTIONS TO IMPROVE INTERNET MARKETING
Catering to consumer interest,
According to Urban Glen, when a company advocates for its customers, the customers will in
turn advocate for the company. In order to be successful, a company has to apply any means
to satisfy its customer's interests. He proved that many firms of different sizes and business
fields were using many techniques to fulfill customer's needs and interests, by using variety
of examples. Despite that, factors such as costs, quality and diversification of commodities
should be taken into consideration to have a precise picture of how to advocate customers in
general.
Focus on gender,
Chiu Yu Bin, Lin Chieh Peng and Tang Ling Land (2005, 416-435) in their work named
"Gender differs: assessing a model of online purchase intentions in e-tail service" figured out
how important the role of gender was in online retailing. They concluded that female
consumers tended to give lower evaluation to the effortlessness of online purchasing than
male consumers. It means that if a company wants to retain and increase number of male
customers, it should pay attention on user-friendliness seriously. According to Chiu et al the
right products should be offered to male consumers whenever they order them and companies
should respond to inquiries in a timely fashion.
This will more or less strengthen the male customers' attitudes and intentions of purchasing.
To increase a number of female customers, companies should provide them with a
fashionable user guide, for instance, they can attract these target customers with the
effectiveness of visual effects and wonderful background music.
The purchasing habits of male customers are partially different from female customers. This
is also true in e-commerce. Male consumers prefer fast loading speed websites, secured
websites (their privacy is better protected). Meanwhile, female customers have confidence to
purchase via the Internet mostly because they listen to other females. This can be considered
as a big difference between males and females in perceiving Internet marketing.

61
It is a must for companies to have privacy policy statements under their website to protect
consumer privacy information, to make sure that their customer’s information cannot be
misused. Some solutions were also discussed in this study to protect customers' privacy. For
the authors, solutions such as legislation, self-regulation and technical solutions had be
combined together to maximize its effectiveness.
The fact is that any consumer is influenced by different factors. Many customers feel
confident to make an order only when they have made a few purchases. They are afraid their
privacy can be revealed and misused without their acknowledgment.
If buyers do not trust the company which provides online sales services, they will never want
to make any online buying decisions. Beside that e marketing helps consumers to have more
different means to search for products' designs, functions, features, specifications, prices etc.
so they can compare and contrast products and services before giving their final decisions.
Online customers would purchase via the Internet with web maven reviews influencing their
mind set. The top priority factor which affected customer’s decision making in purchasing
was lowest price, security, ease of navigation of the website and fast loading time of the
website.
How consumers evaluate companies in the Internet
The consumers evaluated Internet merchants based on integrity, competence through
professional websites and security.
External factors such as third party recognition also are very important. A company and its
website can gain customers' trust easily if a recognized third party certifies that the website is
secured.
In addition, guarantee terms also contribute to build trust in customers' minds. However, the
study can bring more precise results if the participants come from different group ages.
Factors preventing consumers from enjoying Internet marketing
The factors which can prevent customers from using and believing in e-commerce include:
Internet credit card stealing, fear of supplying personal information, pornography and
violence, vast Internet advertising, information reliability, lack of physical contact, not
receiving Internet products purchased, missing the human factor when Internet purchases are

62
made, Internet usage addiction. The participants for this study come from different genders,
group ages, high/low education background, and different marital status.
Other variables are also examined for example Internet user/non user, bought online/not
bought online and heavy/light Internet user.
CONCLUSION
The project has tried to highlight that Internet marketing or E-marketing or online marketing
impacts in various number of ways upon businesses. When used effectively, internet
marketing campaigns and strategies have the potential to reach customers in a speedy and
low-cost manner and can provide promotion to a wide range of products and services.
The development of internet marketing and social media advertising has led to many
businesses opportunities in recent years. Despite globalization speed and the extent of
information that can be gained from internet marketing will surely help the business to
develop, when implemented properly. On the other hand the technology driven approach of
E-marketing leaves certain businesses vulnerable and overly dependent upon technology. It
also empowers dissatisfied consumers to a far greater extent than ever before and can lead to
bad reviews that have the potential to greatly destabilize certain e-marketing campaigns
and operations.

Internet Marketing Strategies Project - Dhanraj Kamble

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