Research Methodology- Digi Marketing 312r1r

CHAPTER 1 INTRODUCTION There are not many studies conducted in Mumbai in the area of digital marketing. This concept is rapidly emerging as a new concept which is aggressively adopted internationally for marketing success. In today’s time, social media channels such as Facebook, Twitter, Google and other social media firms have successfully transformed the attitudes and perceptions of consumers and in the end helped revolutionized many businesses. This was done through measurable vast network of customers with trustworthy data with real-time of customer experiences. It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information from targeted groups and analysing the results based on their responses. Potential customers can look for reviews and recommendations to make informed decisions about buying a product or using the service. On the other hand, businesses can use the exercise to take action on relevant from customers in meeting their needs more accurately. Change is constant and with time new ideas are accepted and adopted. In order to make the decision to understand the advantage of online marketing, advantages must be highlighted for industry players to realize its power. Michael Aldrich’s invention of digital marketing or digital marketing in 1979 allowed the consumers to buy goods or services directly from a seller by using a web browser over the Internet. The prospect of online marketing is increasing in India with the increasing internet literacy. Flipkart, Snap deal, Amazon.com, and eBay are few of the online retail corporations. Wang and Emuian (2004) defined digital marketing as buying stuff through the internet. The items are usually sent to the buyer’s door step that you have purchased online. Turban et al. (2002) explains that it is an emerging concept us through cargo or courier. The entire Process of buying and selling or exchanging products, services and information is via the Internet. In a country like India uses of electronic (digital) marketing services are increasing drastically and therefore, it is necessary to understand the consumer’s online as well as offline buying patterns. The dominant factors that influence consumer perceptions of digital marketing are Information, Ease of Use, Convenience, Satisfaction, Security/Privacy, and Proper Utilization of the channels. The Internet can be a powerful tool for the manufacturers for advertising and marketing goods and services 1 | Page

and through this they can also attract new customers or market the business. But sometimes the online transactions are not safe; therefore, people hesitate to do any online transactions. Internet helps in changing the way customers shop and buy goods and services. To purchase the products or services they are no longer bound to the opening times or specific location. Through instant messaging, internet forums, and social networking, the internet boom has enabled new forms of human interactions. Through digital marketing etc. internet has also revolutionized the world of business and it has come as a boon for both retail outlets and small artisans and traders. Consumers, especially youth, are spending longer hours on the internet due to the increasing penetration of internet and activities such as social media networking and to attract them it makes an efficient tool for companies to generate ments. Through the online medium that helps them to target their specific group of consumers, companies are now spending huge amounts on advertising. Companies are experimenting with various forms of online ments with rapid changes and advances in technology, like floating ads, click ads, pop up ads, flash ads, pop under ads and video ads. Towards the use of technology for promotions the consumers are also responding in of their varying attitudes.

Marketing Hurdles Digital Media Must Overcome

While dead tree media continues to die, the granddaddies of digital media, like AOL and Yahoo, are reinventing themselves to meet the challenges posed by the expanded reach and use of social media. At a number of Internet Week events, specifically The Future of Media and IAB’s Innovation Days, high-profile media executives such as Tim Armstrong of AOL, Arianna Huffington of the Huffington Post, and Robert Bowman of MLB.com discussed how they’re integrating traditional journalism and social media.

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Digital media executives must understand that marketers have three challenges to getting their message out and breaking through the ever-increasing digital noise. They are: 

Expand reach: While digital media attracts an always-on audience across an array of devices that is great for targeting and micro targeting, the major sites in any category still can’t match the size of television’s mass audience. In fact, concurrent digital and TV media consumption continues to thrive.



Improve advertising effectiveness: While banner ads can be used cost-effectively across a broad array of digital media entities from an advertising creation perspective, they don’t necessarily yield strong results. To help achieve marketing goals, digital rs must test different aspects of the mix. Among these are special, often site-specific advertising formats, behavioural targeting where relevant ads pop in a non-targeted context, and new advertising content to overcome fatigue. According to Robert Bowman, use of a tailored ad format increased advertising response significantly, which is no surprise since the special format would have stood out anyway.



Drive engagement: Marketers need more than a sexy, award-winning ad. They must show real performance in of enhanced brand metrics, increased engagement, and expanded fan bases that translate to measurable bottom line results. As Tina Sharkey of BabyCenter pointed out, it’s important to be present when and where prospects and consumers are discussing needs related to your product offering.

To this end, marketers must assess their answers to a variety of metrics-related questions to determine the effectiveness of their message and the context in which it’s delivered to achieve their business goals. Among the salient questions to consider are:

 1.

Audience. What is the number of unique readers of the digital medium and specifically to the section(s) where you’re advertising? 3 | Page

2.

Do this medium’s readers gather information across a broad spectrum of topics or are they focused on specific issues?

3.

Are these reader’s regular consumers of this medium’s content or do they only come when prompted by specific cues such as topics of interest?

4.

What is the timing of their reading consumption and how does this relate to the effectiveness of advertising on this site?

5.

Do readers exhibit specific traits such as geography, age, interests, or behaviour that matches your target audience’s characteristics?

 1.

Format. How is the content delivered to these readers? Is it on a digital media website, in e-mails, RSS feeds, blogs, tweets, or referred by their friends, either digitally or via old fashioned word-of-mouth?

2.

In what format do readers consume this content? Is it text, audio, or video? Does this affect how your ad is portrayed and its effectiveness?

3.

How does the church and state of this medium’s editorial and advertising policies affect your campaign? Arianna Huffington pointed to an example of a major bank’s ad that performed well next to a negative banking story that occurred without editorial’s knowledge.

4.

Do ads stand out in the context of this medium’s content? Do readers have advertising blindness (i.e., do they avoid seeing the ads)?

5.

What related marketing (in of landing pages, related content, website, e-mail, and/or search) is needed to this ad?

6.

Do you need to create different ads for your campaign to be portrayed effectively across different devices?

 1.

Branding. Does the use of this digital medium contribute to traditional brand metrics such as brand favourability and intention to purchase?

2.

Does the use of this medium provide a forum that enables brand engagement?

3.

How does the digital media entity’s brand reflect on your offering? Is this an important consideration? 4 | Page



Social.

1.

How long do readers spend with a specific digital medium?

2.

Is the digital media and/or your advertising content worthy of being shared via Facebook, Twitter, or other sharing vehicles?

3.

Do readers talk and/or comment on issues that are important to your campaign in this digital medium?

4.

What level of corporate transparency do marketers need to have in order to on this digital medium?



Revenues.

1.

Does the use of this digital medium drive directly measurable sales?

2.

Can results of the ad be tracked as contributing to sales? This can be a challenge for more brand-oriented advertising and purchases that have long consideration periods.



Costs.

1.

What is the media cost of delivering your message?

2.

What are the related digital advertising costs such as ad creation, special formats, more frequent content changes, and behavioural targeting?

3.

How does the effectiveness of this campaign relate to its cost?

4.

Does the use of this digital medium and/or all of the digital media increase the complexity of your marketing? Can you track and assign a cost for this work?

5.

Does the use of this digital medium reduce the need for other more expensive marketing? While there are many digital advertising metrics marketers can track, measuring performance in a dynamic media environment can be extremely challenging. The key is to keep in mind your business goals and choose the metrics that yield the best results for your business.

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The future of digital marketing in India The future scope of the Digital Marketing industry is that there will be more points of . I visualize a future where advertising like the one we see on Times Square will be taking place in all cities around the World through the evolution of electronic ink technology. While all other industries are struggling with a growth rate of 5 to 10 %, digital media industry is booming high with 40% growth rate. But the most remarkable point is that this growth rate is not going to be stagnant in the coming years. Scope for digital marketers in India will only get bigger and better in the years to come. You might feel the need to know as to why is this so and in fact there is nothing wrong in researching something before you dive into it. This is why we have done a research and have come up with some facts and figures that will help you decide the worth of digital marketing before it is too late.

About Digital Marketing Digital marketing is a booming industry. You will have to work with the analytical part of a website. You need to implement the latest SEO, PPC and CRO strategy. You have to track the visitors and implement the strategy according to the need of the project. You have to do all the client handling and the reporting. This will open a new door for Digital Marketers to not only run display ads online, but also offline which the consumers will be able to interact with using their mobile phones.

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Digital is the communication technology used to market a message. It includes computers, smartphones, cell phones, tables, game consoles. And it uses platforms like websites, email, apps, and social networks. Marketing is a process. Its ultimate purpose is to communicate the value of a product or service to people to such a level that the people want to purchase the product or service – or at least, are interested in learning more about the product or service. The basics of marketing will never change because it involves telling the story of a brand to people. Culture, society, gender, demographics are all environmental and should be a vital part of all marketing efforts – but it still boils down to getting a message in front of people. The message must appear where the target market/ideal customer is already looking. Digital Marketing Market Scenario However, before we go ahead with anything else let’s have a sneak peek to the market scenario at present. The world of marketing has seen a great revolution in past few years whether it is advertising, promotion or sales. Even those who were unsure of the potential of digital marketing in the last decade have now dived into this ocean of opportunities offered by the internet. Unlike, television marketing when your target audiences were reached only during the prime time, digital marketing allows you to connect with your customer almost anytime and the entire credit goes to the internet and mobile devices. The way people are getting smartphones and tablets for anything and everything, it is apparent that demand for digital marketers will only increase in the coming the time. Internet & Mobile– Some Facts and Figures: -

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As per a recent study, although internet penetration in India is yet to cross 16% of the population, however in absolute numbers this percentage works out to nearly 10 times the population of Australia. According to a recent report released by IAMAI and IMRB, internet penetration in India has crossed the 200 million mark by October 2013. Besides, it is estimated that there will around 243 million internet s in the country by June 2014, leaving behind the US as the world’s second largest internet base after China. Moreover, India has 110 million mobile internet s of which 25 million are in rural India. Of this 5 million internet s in rural India 70% access the web via mobile phones. Not just that India with more than 82 million monthly active Facebook s spots the third position in the world after the US and Canada and it is expected that that the country will have the world’s largest Facebook population by 2016.

Digital Marketing will remain as the most powerful way of Marketing in the future. Some of my observations on the changing trend of digital marketing are 1. People have started looking for more interesting and informative things on the internet that can help them create value rather than fake and made for marketing type things, hence marketing strategies will move towards creating those kind of assets.

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2. Marketing objectives will try to help people get better in their business through one’s own business. Creating and maintaining a network of people who are interested in one’s business will be given priority. 3. As always, ‘content’ will be the most important aspect of digital marketing and again the nature of the content is going to be more specific and deeply researched about a topic, moving away from the perspective of “Selling” to making it more useful for the audience. 4. General techniques like SEO, SEM and Social Media Marketing will be there. However, personalized marketing activities targeting specific set of audience and influencers will be given higher importance. 5. Automation in marketing will emerge more effectively and will be predominant in future.

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CHAPTER 2 LITERATURE REVIEW The purpose of doing research in the area of digital marketing is because it seems huge, intimidating and foreign. Businesses are looking for clearer picture to start but do not know where and how to start doing digital marketing. In today’s time, social media channels such as Face book, Twitter, Google and other social media firms have successfully transformed the attitudes and perceptions of consumers and in the end helped revolutionized many businesses. This was done through measurable vast network of customers with trustworthy data with real-time of customer experiences. .It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information from targeted groups and analysing the results based on their responses. Potential customers can look for reviews and recommendations to make informed decisions about buying a product or using the service. On the other hand, businesses can use the exercise to take action on relevant from customers in meeting their needs more accurately. Digital marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs (Chaffey, 2013). Marketing has been around for a long time. Business owners felt the need to spread the word about their products or services through newspapers and word of mouth. Digital marketing on the other end is becoming popular because it utilizes mass media devices like television, radio and the Internet. The most common digital marketing tool used today is Search Engine Optimization (SEO). Its role is to maximize the way search engines like Google find your website. Digital marketing concept originated from the Internet and search engines ranking of websites. The first search engine was started in 1991 with a network protocol called Gopher for query and search. After the launch of Yahoo in 1994 companies started to maximize their ranking on the website (Smyth 2007). When the Internet bubble burst in 2001, market was dominated by Google and Yahoo for search optimization. Internet search traffic grew in 2006; the rise of search engine optimization grew for major companies like Google (Smyth 2007). In 2007, the usage of mobile devices increased the Internet usage on the move drastically and

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people all over the world started connecting with each other more conveniently through social media. In the developed world, companies have realized the importance of digital marketing. In order for businesses to be successful they will have to merge online with traditional methods for meeting the needs of customers more precisely (Parsons, Zeisser, Waitman 1996). Introduction of new technologies has creating new business opportunities for marketers to manage their websites and achieve their business objectives (Kiani, 1998). With the availability of so many choices for customers, it is very difficult for marketers to create brands and increase traffic for their products and services. Online advertising is a powerful marketing, vehicle for building brands and increasing traffic for companies to achieve success (Song 2001). Expectations in of producing results and measuring success for ment money spent, digital marketing is more cost-efficient for measuring ROI on ment (Pepelnjak, 2008). Today, monotonous advertising and marketing techniques have given way to digital marketing. In addition, it is so powerful that it can help revive the economy and can create tremendous opportunities for governments to function in a more efficient manner (Munshi,2012). Firms in Singapore have tested the success of digital marketing tools as being effective and useful for achieving results. (Teo, 2005). More importantly, growth in digital marketing has been due to the rapid advances in technologies and changing market dynamics (Mort, Sullivan, Drennan, Judy, 2002). In order for digital marketing to deliver result for businesses, digital content such as accessibility, navigation and speed are defined as the key characteristics for marketing (Kanttila,2004). Other tried and tested tool for achieving success through digital marketingis the use of word-of-mouth WOM on social media and for making the site popular (Trusov,2009). In addition, WOM is linked with creating new and increasing traffic on the website which in return increases the visibility in of marketing. Social media with an extra ordinary example Facebook has opened the door for businesses to communicate with millions of people about products and services and has opened new marketing opportunities in the market. This is possible only if the managers are fully aware of using the communication strategies to engage the customers and enhancing their experience (Mangold, 2009). Marketing professional must truly understand online social marketing campaigns and programs and understand how to do it effectively with performance measurement 11 | P a g e

indicators. As the market dynamics all over the world are changing in relation to the young audience accessibility to social media and usage. It is important that strategic integration approaches are adopted in organization’s marketing communication plan (Rohm & Hanna, 2011). Blogs as a tool for digital marketing have successfully created an impact for increasing sales revenue, especially for products where customers can read reviews and write comments about personal experiences. For businesses, online reviews have worked really well as part of their overall strategic marketing strategy (Zhang, 2013). Online services tools are more influencing than traditional methods of communication (Helm, Möller, Mauroner, Conrad, 2013). As part of study, it is proven that s experience increase in self-esteem and enjoyment when they adapt to social media which itself is a motivating sign for businesses and marketing professional (Arnott, 2013). Web experiences affect the mental process of consumers and enhance their buying decision online (Cetină, Cristiana, Rădulescu, 2012). This study is very valuable for marketing professional as it highlights the importance of digital marketing. The Internet is the most powerful tool for businesses (Yannopoulos, 2011). Marketing managers who fail to utilize the importance of the Internet in their business marketing strategy will be at disadvantage because the Internet is changing the brand, pricing, distribution and promotion strategy. Mumbai has seen tremendous growth in media with 20 million people have access to the Internet but still marketers insist on doing things the traditional way (Mohsin 2010). Management and structure in Mumbai are still based on ancient paradigm where customers are moving ahead with their demands and expectations. This gap is widening day by day with limited skills and mindset available in Mumbai to solve the problem for the demanding customers. Companies in Mumbai including the MNC’s are going the traditional way and keeping the digital aspect just to show off in tune with the modern trends.

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RESEARCH METHODOLOGY Research Objectives  To understand the attitude of the youths towards digital marketing.  To find out the reasons/ factors attracting the youths to digital marketing.  To find out the various issues, if any, faced by the youths going in for digital marketing.

SCOPE OF THE RESEARCH  To find out the factor that influences the youths for digital marketing.  To determine the feature of the website that attracts the consumer to purchase online.  To find out the issues related with digital marketing.

CHAPTER 4 DATA COLLECTION AND INTERPRETATION

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1.

On which of these online communities do you hold a personal ? Medium Facebook Twitter LinkedIn YouTube

Respondents out of 40(in percentage) 52.5% 27.5% 15% 5%

respondents

5 15

52.5 27.5

Facebook

Twitter

LinkedIn

Youtube

Analysis The statement shows the major youths prefer Facebook ass medium of communication and twitter being a part where is LinkedIn being a professional tool for communication and connect and YouTube a marketing video channel

2. How important are social media s such as Facebook, Linked-In, Twitter etc. for you? Response Not important Important Very important Critical

Respondents out of 40(in percentage) 5% 15% 30% 50% 14 | P a g e

Respondents

5% 15%

Not Important Important

50%

Very Impotant Critical

30%

Analysis Many youths and working individual prefers the medium as part of social activity and some of the professional connect some section do feel important as matter to the priority

3. How important are online platforms for shopping, banking, trading, betting etc. for you? Response Not important Important Very important Critical

Respondents out of 40(in percentage) 12.5% 37.5% 20% 30%

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Respondents 12.5 30

37.5 20

Not important

Important

Very important

Critical

Analysis As there are many shopping portals considering on Instagram so e-commerce scope is widening as many prefer trusted and know e-commerce karts as the reliable sources ofr online payments

4. How important are photo sharing platforms, such as Picasa, Flickr, Instagram and others for you? Response Not important Important Very important Critical

Respondents out of 40(in percentage) 12.5% 30% 20% 37.5%

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Respondents Not important

Important

Very important

Critical

12.5 37.5 30

20

Analysis Here the major youths are currently on sharing the moments and memories like snapchat Instagram and sources where there is back up of the pictures and secured tools of sharing.

5. How important is it for you to preserve important documents, such as legal, property papers, etc. for you? Response Not important Important Very important Critical

Respondents out of 40(in percentage) 0% 20% 45% 35%

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Respondents

20 35

45

Not important

Important

Very Important

Critical

Analysis It’s very important for youths and their various modes of online wher in the documents and various credentials of ones work are stored so this remains secures to keep it confidential with oneself. Some consider as the critical path as this can sometime create a major problem considering hacking so there can be chances of private documents being leaked.

6. How important are virtual currencies (such as Bitcoin, Linden, Lite Coin) or online wallets such as PayPal for you? Response Not important Important Very important Critical

Respondents out of 40(in percentage) 30 37.5 12.5 20

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Respondents

20

30

12.5

37.5

Not important

Important

Very Important

Critical

Analysis Virtual money being the latest mode of payment s these become easier to get the transaction in a faster way and payments are done on the tip of your finger considering e wallet

7. Have you thought about preserving or transferring the information or digital assets mentioned above to your family or friends when needed? Response Yes No

Respondents out of 40(in percentage) 20 80

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Respondents Yes

No

20

80

Analysis The statement says that sometimes it becomes unsafe to share with any member of personal secure documents as this becomes open to the public with matter pertaining to your documents and legal papers

8. If there was a one-stop service that allowed you to store, access and update anywhere anytime, manage and transfer all your digital assets or important information to your family/friends when needed, and in turn allowed you to plan well for the future, how likely are you to use it? Response Very likely Likely Neither likely or unlikely Unlikely

Respondents out of 40(in percentage) 7.5 42.5 25 25 20 | P a g e

Column1

7.5 25

42.5 25

very likely

likely

Neither likely or unlikely

unlikely

Analysis The statement shows the people are likely to used such services as they are updated with technology and services where as some do not have those tools to get access and some have no knowledge with the working

9. If a bank or insurance company or any other trusted entity such as law firms provided this service as part of their offering, how likely are you to use it? Response

Respondents out of 40(in percentage) 21 | P a g e

Very likely Likely Neither likely or unlikely Unlikely Analysis Major chunk of people do not

12.5 37.5 7.5 42.5 want to make the online tool used for law

considering it being confidential and issues of hacking at high rate and sosme prefer as this becomes easy in matter of save the document rather paper files

Respondents Very likely

Likely

Neither likely or unlikely

unlikely

12.5

42.5

37.5

7.5

CHAPTER 5 CONCLUSION AND RECOMMENDATION

Digital Marketing industry is that there will be more points of . I visualize a future where advertising like the one we see on Times Square will be taking place in all cities around the World through the evolution of electronic ink technology.

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While all other industries are struggling with a growth rate of 5 to 10 %, digital media industry is booming high with 40% growth rate. But the most remarkable point is that this growth rate is not going to be stagnant in the coming year

India will only get bigger and better in the years to come. You might feel the need to know as to why is this so and in fact there is nothing wrong in researching something before you dive into it. This is why we have done a research and have come up with some facts and figures that will help you decide the worth of digital marketing before it is too late. Digital is the communication technology used to market a message. Marketing is a process. The basics of marketing will never change because it involves telling the story of a brand to people. The way people are getting smartphones and tablets for anything and everything, it is apparent that demand for digital marketers will only increase in the coming the time.

General techniques like SEO, SEM and Social Media Marketing will be there. However, personalized marketing activities targeting specific set of audience and influencers will be given higher importance. Automation in marketing will emerge more effectively and will be predominant in future.

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