A Project Report On

A study
On
“DIGITAL MARKETING AWARENESS IN INDIAN MARKET.”

Jagannath University, Bahadurgarh

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE
Degree of Bachelor of Business Administration

Submitted by Under supervision of

Deepanshu Mr. Sourabh Bansal
BBA 6th semester
Roll no. 010216030

F/O MANAGEMENT AND COMMERCE

JAGANNATH UNIVERSITY NCR, BAHADURGARH

State Highway-22, Bahadurgarh-Jhajjar Road, Haryana-124507

Website: www.jagannathuniversityncr.ac.in

(MAY 2019)

1
 DECLARATION

I hereby declare that the Project Report on “A STUDY ON DIGITAL MARKETING

AWARENESS IN INDIAN MARKET ”,as undertaken by me and submitted to

Jagannath University, Bahadurgarh in partial fulfillment of the requirements for

the Degree Bachelor of Business Administration is my original work and in the
best of my knowledge the same has not been submitted for the award of any
other Degree.

DEEPANSHU

ROLL NO – 010216030

2
 ACKNOWLEDGEMENT

I express my deep sense of gratitude and indebtedness to Mr. Praveen chauhan,

HOD, Department of Management, World College of Technology & Management,
Gurgaon and my guide Mr. sourabh bansal for their keen interest, valuable
guidance, constant inspiration and continuous encouragement during the various
phases of work.
I also express my gratitude to all the Faculty of Department of Management, for
their extended cooperation and creative validation of my work as needed for its
completion.

I also owe my obligation to the Librarian and the Staffs of Library, who made
available to me quite a few of the information and data, books and journals I had
wanted to go through for preparation of this dissertation.

I cannot go without expressing my thanks to my all well-wishers, associated with

the project directly or indirectly, for providing support and cooperation during the
project.

Mr. DEEPANSHU
ROLL NO- 010216030

3
 CERTIFICATE OF HOD

Mr. DEEPANSHU , ROLLNO- 010216030 a bonafide student of Bachelor of

Business Administration, JAGANNATH UNIVERSITY, BAHADURGARH, has
carried out the Project Report on ” A STUDY ON DIGITAL MARKETING
AWARENESS IN INDIAN MARKET” in partial fulfilment of the requirements
for the Degree of Master of Business Administration.

I certify that this project report is a record of the work done by the candidate
himself and that to the best of my knowledge the contents of this project did not
form a basis of award of any previous degree to anybody else.

Dr. Praveen chauhan

Head of the Department
Department Of Management
Jagannath university, Bahadurgarh

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 CERTIFICATE OF GUIDE

Mr deepanshu , ROLLNO. 010216030 a bonafide student of Bachelor Of Business

Administation has carried out the Project Report on “A STUDY ON DIGITAL
MARKETING AWARENESS IN INDIAN MARKET”

in partial fulfilment of the requirements for the Degree of Bachelor Of Business

Administration under my supervision and guidance.

I certify that this project report is a record of the work done by the candidate
himselfand that to the best of my knowledge the contents of this project did not
form a basis of award of any previous degree to anybody else.

Mr. Sorabh bansal

Department of Management
Jagannath university

5
EXECUTIVE SUMMARY
The new millennium has brought us on the brink of the I.T. Revolution. This revolution has

been aided by the advent of the Internet in a big way. Internet is fast changing the way

people used to do things. Naturally, the same would have an impact on the advertisers. The

Internet has been accepted as the most powerful media for advertising due to the absence

of geographical barriers. The advent of the Internet and its subsequent acceptance has once

again challenged the traditional forms of advertising. Advertisers are trying to use the 'net' to

advertise their products and hence 'net' their customers. Thus, with the Internet gaining

prominence, advertising equations are fast changing we would like to study the impact of

Internet on advertising from the customers as well as advertisers point of view.

There is no question that the growth of Internet advertising is outpacing offline advertising.

As more and more companies realize the real value in advertising their goods and services

online, they are diverting funds from other forms of offline advertising to compensate.

Consequently, the market share of Internet advertising is continually growing while the

market share of offline advertising mediums stagnates or declines.

At the current rate of growth, Internet advertising has already overtaken radio advertising in

spending and market share. While outdoor advertising is also experiencing growth, it is not

growing as rapidly as Internet advertising, and Internet advertising has already overtaken it.

The dominant forms of offline advertising, television, newspapers and magazines, still hold

the lion share of the market, but their market share is expected to decrease slowly over the

next few years. Some estimations predict Internet advertising will hold as much as 10% of

the global advertising market share by 2009.

The growth in Internet advertising is due to two different factors, more advertisers moving

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promotions online and the growing penetration of the Internet itself. Because the Internet is

still a relatively new medium when compared to other long established advertising mediums

like newspapers and television, advertisers have not yet realized the full potential for gain.

In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for

advertisers as it is for consumers. Social networking is the ultimate manifestation of user

generated content, and as such, holds more potential for growth than any other form of

content on the Web today. User Generated Content (UGC) and Social Networks are

transforming the media ecosystem. Gone are the days when power rested in the hands of a

few content creators and media distributors. Gone are the days when marketers controlled

the communication and path between advertisement and consumer. Today’s model is

collaborative, collective, customized and shared. It’s a world in which the consumer is the

creator, consumer and distributor of content. Today there are over a billion content creators

and hundreds of millions of distributors. The proliferation of quality, affordable technology

during the past 5 years, one of the most profound social effects of the Internet has been the

democratization of media. Nowadays, anybody with a computer and an Internet connection

is ready to start broadcasting to the whole world, for free. Online tools such as the well

known Blogger make publishing on the Internet extremely easy and accessible to people

with hardly any technical knowledge.

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PREFACE

The present work is an attempt – a modest attempt– to undertake a Project

Report

on “A STUDY ONDIGITAL MARKETING AWARENESS IN INDIAN MARKET”

I have selected this topic of my Project Report as I am interested in the area of

Finance. Accordingly I have tried my best to discuss the basic meaningand the
different aspects of Commodity Trading in present scenario of global business
under heading of Introduction in CHAPTER-I.

In CHAPTER-II I have mentioned about the Objective , Limitations & Research

Methodology of the study .

CHAPTER-III Contains an overview of Digital Marketing Awareness in India in the

perspective of global business.

In CHAPTER-IVAnalysisand findings has been done in this chapter.

In CHAPTER-V, suggestions & conclusion is evaluated .

The main body of this project is followed by Bibliography &webliography is done

in CHAPTER-VI.

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TABLE OF CONTENTS
PAGE NO.

Declaration 2

Acknowledgements 3

Certificate of HOD 4

Certificate of GUIDE 5

Executive Summary 6-7

Preface 8

Chapter -1 :- INTRODUCTION(11-34)
 What is Digital Marketing
 Traditional v/s Digital Market
 Social media Marketing
 Marketing technology Revolution & History
 Google Acquisitions
 Technology landscape in 2011,12 & 15
 The confidence gap
 Future Trend of Digital Marketing in India

Chapter -2 :-
I. OBJECTIVES OF THE STUDY(35-39)
 Primary objectives
 Secondary objectives
II. Research Methodology
 Research design
 Data collection
 Basis of sampling
 Sampling Technique

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 III. Limitations of Online Marketing

CHAPTER -3 :-

AN OVERVIEW OF DIGITAL MARKETING (40-44)

 Benefits
 Objectives
 Consistent
 Search Engineoptimization(SEO)
 Pay per click(PPC)
 Social media click(SMC)
 Measurement
 Evolution

CHAPTER- 4 :- (45-57)
FINDINGS AND ANALYSIS
 Attitude towards advertisement
 Preference
 Impression of online ads

Chapter-5 :- (58-59)
 Summary
 Conclusion
 Recommendation
 Suggestions

Chapter -6 :-60
 Bibliography
 Webliography

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 CHAPTER 1
INTRODUCTION OF DIGITAL MARKETING

Today’s era of Internet has opened a gate of vast variety of opportunities for businesses. Using social
networks, one cannot only share a private picture of one’s birthday but also earn customers for one’s
business and reach them conveniently. The speed and ease with which the digital media transmits
information and help boost a business is amazing.

Let us first throw some light on the scope of digital marketing.

What is Digital Marketing?

Digital Marketing is the term used for the targeted, measurable, and interactive marketing of products or
services using digital technologies to reach the viewers, turn them into customers, and retain them.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise their products or services on print
media, radio and television commercials, business cards, bill boards, and in many other similar ways
where Internet or social media websites were not employed for advertising. Traditional marketing
policies had limited customer reachability and scope of driving customers’ buying behavior.

Digital marketing achieves targets of marketing a business through different online channels. Let us see
how.

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The following table lists a few points that differentiate digital marketing from traditional marketing –

Traditional Marketing Digital Marketing

Communication is unidirectional. Means,

Communication is bidirectional. The customer also
a business communicates about its
can ask queries or make suggestions about the
products or services with a group of
business products and services.
people.

Medium of communication is generally Medium of communication is mostly through social

phone calls, letters, and Emails. media websites, chat, and Email.

There is always a fast way to develop an online

Campaigning takes more time for campaign and carry out changes along its
designing, preparing, and launching. development. With digital tools, campaigning is
easier.

It is carried out for a specific audience The content is available for general public. It is
throughout from generating campaign then made to reach the specific audience by
ideas up to selling a product or a service. employing search engine techniques.

It is conventional way of marketing; best

It is best for reaching global audience.
for reaching local audience.

It is difficult to measure the effectiveness It is easier to measure the effectiveness of a

of a campaign. campaign through analytics.

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 Social Media Marketing

Social Media Marketing is the manner of generating website traffic or attracting viewers and customers
through social networking websites such as Facebook, Pinterest, LinkedIn, Twitter, and so on. Social
media marketing is a subset of digital marketing.

All social networking websites support sharing of content, but all are not necessarily employed for digital
marketing. While Facebook emphasizes on personal sharing, Twitter emphasizes on tweeting short
messages about ones’ opinions or reactions, and LinkedIn goes for professional networking, Pinterest
motivates to market one’s ideas and online businesses.

Principle of Social Media Marketing

Social media grew up as the most popular outcome of the Internet as people around the world like to
communicate and share their special moments, problems, ideas, and suggestions with others. They also
like to learn about a place worth visiting, a new craft projects, recipes, or a new language. Social media
websites enable you to share content of your choice with right audience at your convenience.

This popularity of social media has inspired the business minds around the world with the idea of small
online businesses. One can open a store in Amazon, eBay, or any other custom platforms such as Shopify
or Etsy. But the main challenge is finding the customers. There are ways like search results in Google,
Bing or in any other search engine. But for a new business with established competitors, it takes a long
time to get a high rank in the search results.

Social networking websites are a great solution to this challenge. The basic technique here is to share
engaging posts and the right content created for the desired audience. Then the audience helps by sharing

13
the content further, which in turn reaches further. Hence there is another option of advertising the
product, services, or ideas on the social networking websites where there is less degree of competition.

This tutorial describes how you can employ Pinterest for marketing your business.

How digital marketing helps business

These days, it’s important to have a strong online presence, coupled with a great brand that is

presented uniformly across all mediums. Digital marketing is an essential part of this for

companies who want to utilise the power of the internet in order to boost business.

Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the

statistics:

 77% of people interact with brands on Facebook by looking at posts and updates

 17% share news and experiences with others about the brand

 13% post updates about brands they have connected with

 56% said they would recommend a brand after becoming a fan on Facebook

 34% of digital marketers have generated leads from Twitter

 43% of all consumers who are internet-connected use social

A business should always pay attention to where its customers are, and those who have

customers on the net with a strong online presence are more likely to succeed. This is even true

of local businesses, as with mobile has come location services, making it easy for mobile users to

find a company who uses maps on social and its website.

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The Marketing Technology Revolution& History

Technology and marketing are inseparable. There are ~1,876 marketing technology vendors out
there today, and 60% of marketers expect their companies to increase investments in technology
this year.
This brief history chronicles the explosive evolution in digital marketing technology, and
explores the factors, companies, and innovations that fueled it.
1 9 8 0 s

1981
IBM launches first personal computer.

1986
SQL was adopted as a standard by the ANSI.

1989
100mb is the storage capacity of computers.

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The beginnings of digital marketing technology can be traced back to the 1980s, when computers
became sophisticated enough to store huge volumes of customer information
This shift in technology corresponded with a shift in mindset from pushing product to
“relationship marketing,” which prioritized customer connections. Marketers abandoned their
limited offline techniques like list brokering in favor of database marketing.

Pioneered by Robert and Kate Kestnbaum, database marketers kept an electronic database of
customers, prospects, and all commercial contacts.

By 1986, ACT!, a contact and customer management company, introduced the first database
marketing software to the business world. It was essentially a digital rolodex, only it could store
large volumes of customer contact information.
Together with Robert Shaw, the father of marketing automation, Robert Kestenbaum went on to
develop several landmark database marketing solutions for BT and Barclays. Shaw incorporated
new features into these database marketing models, including telephone and field sales channel
automation, contact strategy optimization, campaign management, marketing resource
management, and marketing analytics.

The digital databases of the 1980s transformed buyer-seller relationships, allowing brands to
track their consumers like never before. But the process was still a manual one. The popularity of
personal computers and the advent of server/client architecture at the turn of the decade paved
the way for an explosive growth in revolutionary marketing technology in the 1990s: Customer
Relationship Management (CRM) software.

16 Million
The number of Internet users worldwide in 1995.

30 Minutes
The average time Americans spent online in 1996.

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41%
Users who checked AOL.com regularly in 1998.

CRM software, a system for tracking interactions with current and future customers, exploded in
the 1990s.

In it’s earliest form, CRM -- then called Sales Force Automation, or SFA -- automated the
features of database marketing, including interaction tracking and inventory control, providing
companies with more useful customer information.

Early innovators included Brock Control Systems, Unica and Tom Siebel. Seibel left Oracle to
found Siebel Systems, which became the leading SFA provider in the early 90s market.

CRM went through a massive overhaul in the late 1990s when vendors like Oracle, SAP, and
Baan entered the market. This competition compelled vendors to expand their service offering to
include marketing, sales and, and service applications.

In 1999, the crowded CRM landscape consolidated significantly thanks to a number of high-
value acquisitions. And with the birth of the Internet, emerging eCRM vendors, which allowed
marketers to support vast amounts of customer data online, maximized the competition in the
landscape.

Instead of feeding information into a static database for future reference, eCRM players in the

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 dotcom era like Broadbase and Kana, allowed marketers to continuously update customer
understanding of customer needs, and prioritize their experience.

But with this advanced new technology came new challenges. Marketers found that they were
data rich and information poor. They could track and store a lot of customer information. But
didn’t have the support to make sense of it all.

FUNCTION CRM eCRM

All of the traditional methods are

Contact with customer made
Customer used in addition to Internet,
through the retail store, phone, and
Contacts email, wireless, and PDA
fax.
technologies.

Geared more toward front end,

Implements the use of ERP
which interacts with the back-end
System Interface systems, emphasis is on the back-
through use of ERP systems, data
end.
warehouses, and data marts.

Client must download various No download requirements

Client Systems applications to view the web- because the client uses the
enabled applications. browser.

Views differ based on the audience,

Personalized individual views
and personalized views are not
Personalization of based on purchase history and
available. Individual
information preferences. Individual has ability
personalization requires program
to customize view.
changes.

Created for internal use, the system Created for external use, the
System Focus designed based on job function and system is designed based on
products. customer needs.

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That trend changed in 1999 with the birth of the first Software-as-a-Service (SaaS) company,
Salesforce.com.

Scott Brinker, marketing technologist, co-founder, and CTO of ion interactive, inc., says that
“Salesforce shifted the trajectory of software as a service offering.”

Salesforce was the first company to deliver business applications from a website, now commonly
called “cloud computing.” This web-centric model served as the blueprint for the future of
marketing technology.

2002
558 million Internet users worldwide.

2007
The iPhone is born.

2004
Google goes public.

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On March 10, 2000, the dotcom bubble hit its peak then burst the following weekend when
major stockholders like Dell and Cisco sold off the majority of their stock. Many of the CRM
companies that boomed in the 90s were hit hard. They either ran out of capital, liquidated
completely, or were acquired by larger companies.

But the burst wasn’t all bad. It prompted SaaS leaders like PeopleSoft, Oracle, SAP, and Siebel
to re-think their business models. Instead of treating the Internet as one of many channels with
which to communicate with customers, they followed Salesforce.com’s lead, and began to make
it a foundational aspect of their services.

By the mid-2000s, digital behavior changed the power dynamic between buyer and seller
dramatically. Users began researching products and making decisions about them online, and on
their phones, before ever talking to a salesperson.

Marketers suddenly found themselves in uncharted territory.They were scrambling to track the
digital body language of their prospects, and struggled to take responsibility for a larger portion
of the buying cycle.

"If there was one thing that put the consumer right at the center
and in control, it was the smartphone... it allowed the consumer to make choices on the go, and
that power shift enabled brands to reinvent themselves."

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- Mayur Gupta
In 2007, marketing companies like Marketo, Pardot, and Act On offered a solution to this
conundrum: marketing automation.

Marketing automation, which enabled marketers to launch multi-channel campaigns, segment

their audiences, and serve up highly personalized content, was an attempt to get a handle on the
Wild West of the Web. It was the first technology built by marketers for marketers that was
rooted in digital.

But while marketing automation was an important development, it couldn’t adapt fast enough to
the exponential evolution of consumer channels and devices.

Social media, for example, was still in its infancy in the mid-2000s. Marketing automation did
not plan for social to emerge as one of the leading marketing outlets of the 21st century.

“When I switched out of product marketing into lead generation, I

realized I needed marketing automation.”
- Meagen Eisenberg
SOCIAL MEDIA TIMELINE

LinkedIn founded
December 2002

Yelp launches
October, 2004

Zuckerberg starts Facebook

Febuary, 2004

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Gmail launches
April, 2004

YouTube founded

February, 2005
Twitter born
March, 2006
To meet the channel-specific needs of marketers, new, highly-specialized software companies
began popping up. By the end of the decade, the marketing technology landscape mushroomed.
By 2010, marketers had software solutions available for social, mobile, search, and analytics. But
this proliferation of choices wasn’t without its consequences.

“You have people who specialize in analytics, and people who

specialize in email and paid search, and organic search and social media. Now the challenge is to
break down the wall between all of these digital specializations and integrate with offline
efforts.”
- Rebecca Lieb

11 Hours
Time Americans spend online daily in 2014.

250 Milliseconds

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User load time expectation in 2014.

67%
People who check their phone without a notification.

Over the past decade, consumers have transformed from being, as Mayur Gupta puts it, “tech-
savvy to tech-dependent.” And as a result, they expect a seamless user experience from brands
across every device and every digital channel. This expectation has prompted both a
diversification of marketing technology and a consolidation of it.

Big fish like Adobe, Oracle, IBM, and Google have acquired hundreds of smaller technology
companies in a race to become the most comprehensive solution.

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GOOGLE ACQUISITIONS

Yet new marketing technology companies continue to flood the space every day, serving the
younger subcategories of video, social, search, paid ads, influencer marketing, content
management, and more.

What’s going on? Scott Brinker attributes this apparent contradiction to integration
opportunities:

“There’s a lot of effort to try to get to standardized platforms that become the foundation of
marketing systems. But a lot of these foundational systems are also opening up their APIs,
making it easier for a lot of other small companies to create innovative, specialized technologies
that plug into their environments.”
- Scott Brinker

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25
26
Marketers are plagued with a paradox of choice. Despite the slew of solutions at their disposal,
they’re more stumped than ever over what tools to incorporate into their marketing technology
stack, why they’re important, and how to organize internally around technology to deliver
meaningful results.

Many make their decisions based on the technologies they’ve already invested in.

“Integration capabilities is one of my requirements when I evaluate software so I can simplify the
number of things I need to log in to.”
- Meagen Eisenberg

But most still feel untethered. While 60% of marketers expect their companies will invest in
marketing technology this year, that investment is not matched by confidence

The Confidence Gap

48
48% of marketers feel highly proficient in digital marketing.

68
68% of marketers feel more pressured to show return on investment on marketing spend.

40
Only 40% of marketers think their company's marketing is effective.

Future of Digital Marketing in India

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The advent of the digital marketing has opened up a novel landscape of doing business i.e.
online business.

According to a survey- by 2017, India will have around 600 million internet users that
ultimately create a fascinating business opportunity to sell services and products to a growing
population of tech-savvy internet users. Recently, booming prevalence of digital India campaign
is also adding lots of new flavors and fervors to the future of digital marketing in India. Growing
startup trend is another reason that plays significant role in creating a great scope of digital
marketing in India. The most common problem that startups face is lack of funds and digital
marketing can rescue them as the most cost-effective blessing in disguise. It is highly
economical and equally powerful way of conversion-oriented marketing. All the digital
marketing maneuvers can also be quantified through powerful digital marketing tools like
Kissmetrics, Google Analytics, Google Website Optimizer, etc. that make it one of the most
result-oriented modes of marketing.
There are more than 900 private TV channels and 250+ radio stations in India, which make
traditional marketing quite expensive and highly confusing with lots of in-built vacillations.
However, in today’s world of internet, Digital Marketing is the only one and most guaranteed
way of marketing, which is popularly being the most preferred space of marketing
communications and related interactions.

Changing statistical dynamics of future of Digital Marketing in India are-

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 The future of marketing is way beyond the traditional marketing or outbound marketing
methodologies that have been using TV and radio ads, print ads, hoardings, banners, magazines,
etc. Now, marketing is majorly based on online marketing (inbound marketing) — Marketing in
the Digital Sphere. Scope of Digital Marketing provides some of the most powerful techniques
of marketing where traditional modes of marketing fail.

Digital Marketing has great panjandrum over entrepreneurs as it not only rescues but also
empowers them to optimize their startups in the most cost-effective and quickest possible
fashion. Future of digital marketing is going to be more encompassing in 2017, thanks to its
ability to offer wide range of economical, powerful and contemporary mechanisms and
mediums of marketing.

Digital marketing takes things into consideration like –

 Page rankings in search engine results

 Advertising on search engine platforms
 Conversion through SMO & SEO campaigns
 Optimization of internet marketing & associated ROI
 Banner ads on other websites & Marketing on Digital World

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 Key findings of some of the Recent Digital Marketing Surveys are –

1. 34% of the companies already had an integrated digital marketing strategy in 2016
2. 72% marketers believe that traditional model of marketing is no longer sufficient
3. Company revenue driven by internet marketing will get increased by 30%
4. In 2017, 80% businesses will increase their digital marketing budget
5. Digital Marketing budget may surpass the IT budget in 2017

Future Trends of Digital Marketing in India

Digital Marketing will remain as the most powerful and result-oriented way of marketing in
2017 too, and some of my observations on current and future outlook of 5 key channels that will
pay key role in deciding future of digital marketing in India are–

1. Mobile Marketing
To devise result-oriented marketing plans and campaigns, mobile marketing is going to play one
of the most significant roles in 2017. Understanding customers’ changing needs and
characteristics lets marketers plan in a result-oriented fashion. As per stats-

 Current Outlook of Mobile Marketing in Driving Customer-Engagement- 40% (approx)

 Future Outlook of Mobile Marketing in Driving Customer-Engagement- 75% (approx)

From consumers’ device usage perspective, Smartphone adoption and prevalence of mobile
apps and messaging are going to be the topmost trends of digital marketing in 2017. From
Facebook’s Mobile Messenger, to Whatsapp and WeChat, we have been witnessing the growing
wish of consumers to communicate directly through mobiles compared to public social network
pages. 2017 will come with some of the new options for paid media on mobile messaging apps
that will further be boosted by artificial intelligence, which is another trend that will go hand in
hand with mobile marketing. Brands are developing bots to engage customers, and Facebook’s
Bot Engine for Messenger and Google’s new assistance service introduced in Google I/O 2016
indicated towards the rise of Artificial Intelligence to provide more personalized and interactive
assistance to consumers through mobile marketing.

 More than 52% of searches are done through mobile.

 89% of Facebook Daily Active users come through mobile.
 83% of Facebook advertising revenue comes through Smartphones.
 92% of mobile media time is spent in Smartphone apps by consumers.

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 2. Video Marketing

Modern customers prefer to view a video content on company promos. Growing need for the

visual content has turned video marketing be one of the most appealing trends of digital

marketing in 2017.

When a visual content is well produced to communicate the message in an interactive and
engaging way, conversions are always guaranteed.

 Current Outlook of Video Marketing in driving Customer Engagement- 37%

 Future Outlook of Video Marketing in driving Customer Engagement- 69%

Video content is swallowing up the content marketing and online marketers take advantage of
its power to tempt more customers in quickest possible time. With booming mobile marketing,
videos are now offered on mobile phones that fuel up the whole process. Video marketing is the
most powerful way that companies use for –

 Introducing themselves
 Spreading their messages
 Promoting their products/services
 Increasing their reach and optimizing search ranking
 Boosting customer engagement and enhancing returns on investments

Different kinds of Trending Video Content are-

 Social Media Videos like Facebook Videos, Facebook 360 Videos, YouTube Videos, Snapchat
Videos, etc.
 Use of GIF videos on different social media channels like Twitter & Facebook
 Product Description/Demo Videos and Landing Page Videos
 Storytelling with the help of live streaming videos
 Use of Videos in Email Marketing

3. Email Marketing
Email marketing is so effective in nurturing leads and ensuring conversions. Email marketers of
some of the most successful marketing agencies claim a return of $40 for every dollar they

31
 invested. Well-targeted email marketing will be one of the most effective ways of ensuring
conversions in 2017.

 Current Outlook of Email Marketing in Driving Customer Engagement- 45%

 Future Outlook of Email Marketing in Driving Customer Engagement- 57%

Email marketing is the most important part of your business branding and you need to choose
those trends that befit with your customer profile and business objective. Your emails should
reflect your quality and using professional email templates should be the base of your e-mail
marketing campaign in 2017. Some of the top trends of email marketing in 2017 are-

 Use of Email automation tools for sending and tracking of targeted and personalized emails that
will let you understand more and more about your customer base like their demographics,
tendencies, age, loyalty, etc.
 Integration of social media content in email marketing strategy is another trend that will see
great rise in 2017. Marketers will preferably provide references to their social content within
their emails.
 2017 will see a decrease in email blast, as this year would be of customized mails. Mobile-
friendly email marketing is another trend that will be quite popular within the domains of digital
marketing.
 Aesthetically appealing animated emails are also going to be a popular trend of digital
marketing as such fun new mails entice visitors and hold their attention that ultimately aids in
conversions.

4. Social Media Marketing

Social media changes quickly as there are dozens of new platforms arrive each year. The year
2017 will also be a host for the variety of new social media trends, and social media marketing
will for sure be one of the most popular digital marketing channels for branding, optimization,
lead generations and conversions.

 Current Outlook of Social Media Marketing in Driving Customer Engagement- 36%

 Future Outlook of Social Media Marketing in Driving Customer Engagement- 55%

As social media keeps evolving, it has a massive power to channelize marketing campaigns in
innovative and effective ways. Social media is a medium that adeptly responds to new tech
innovations, but at the same time, it also exceeds customer’s expectations. Knowing future
trends of social media and planning strategy as per that will ensure success for companies. Some
of the key social media trends in 2017 are –

 Enormous evolution of Snapchat is going to be one of the most interesting, powerful and
creative trends of social media marketing in 2017.

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 Live video streaming is slowly changing the scenario of social media campaigns, and the trend
will see great rise in next year too. Different platforms like Facebook live, SnapChat, Twitter,
and Instagram all are blending live streaming videos that will let them be a top pick for
marketers.
 Live videos also ensure 10 times more comments than pre-recorded videos, and such qualities
will let them dominate social media marketing more efficaciously
 Instagram stories, social slideshow ads, social chats, etc. would be the top components of social
media marketing in 2017.

5. Search & SEO Marketing

Search engines evolve constantly, and their changes prompt shift in marketers’ ways of targeting
audiences. To succeed, it is important for you to know latest changes of SEO marketing and
employing effective search engine strategies accordingly. Mobile marketing and social media
optimization has enhanced the frequencies of searches all across the globe, and as per statistics,
14 billion web searches are conducted each month through different search engines.

 Current Outlook of SEO Marketing in driving Customer Engagement- 21%

 Future Outlook of SEO Marketing in driving Customer Engagement- 40%

Some of the SEO trends that will turn out to be major hits in 2017 are-

 Link building will stay as a powerful SEO technique, mobile marketing will rock the house, and
along with Google, other search engines will also play significant roles in ensuring great search
results.
 Use of keyword search tools like Google’s Keyword Planner, Moz’s keyword Planner are going
to be the most effective trends to know right keywords that your audiences search.
 Quality content marketing with perfect blending of video content would be another prudent
practice that experts think as the most dominant future trend of digital marketing in 2017.
 Personalizing SEO campaigns as per target audiences, being creative, use of natural links and
moving site to HTTPS will be the SEO trend that will decide future of internet marketing
campaigns in 2017.

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 CHAPTER 2
OBJECTIVES OF THE STUDY

DIGITAL MARKETING

PRIMARY OBJECTIVES

 The main objectives of the study is to understand the consumer buying journeyin
digital era.

SECONDARY OBJECTIVES

 To compare the trust level of traditional advertising and online advertising (consumers
point of view)
 To find the effectiveness of internet advertising (reach and creation of awareness)
 To find the reliability of internet advertising (recall and remembrance)

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RESEARCH METHODOLOGY

Research design

This is a descriptive research as it will clarify the doubts about online advertising.

It would give us a clear picture on the effectiveness and reliability of online advertising

compared to the traditional form of advertising.

Data collection

Secondary data: Online reports related to advertising

Primary data:Personal Interview, Interview with Marketing Professional

Sample universe

Basis of sampling:

 Sample should be a user of internet or should have knowledge about internet

 50 numbers in all

Sampling Technique:

Judgmental Non Probability sampling can be used to select the individual units for better

productivity of the questionnaire. A well educated person may be able to reason out the

questions in the better way.

35
Limitations of Online Marketing

1. Online Marketing is not free as the cost of hardware, software, wed site design, online
distribution costs, maintenance, hosting of website and yes time, all should be factored into the
cost of providing your product and service

2. Still, the internet is considered as a source of information gathering for the majority of your
customers. Many people are there who still prefer the live interaction when they buy. This may
deter customers from buying if you have a small business with one location

Why Zimbra is Better than Gmail?

Comparing Zimbravs Gmail – Why Zimbra for email hosting services?

1. Code Customization
Zimbra is an open source software, which means businesses are free to modify the code
according to their needs. When it comes to Gmail,it has specific template style design, which
cannot be modified. Another advantage of Zimbra is its easy-to-use interface.
2. Platforms Support
Similar to Gmail, Zimbra works on Mac and Windows. If a business is looking for an email
solution that is compatible with Linux and Unix, they need to choose Zimbra. It runs on all

36
browsers and is compatible with all major mail clients.
3. Mobile Options
Businesses often give their employees the flexibility to work from their smartphones and the
email solutions are compatible with mobiles. Zimbra has apps for iPhone and Android, while
Gmail has apps for iPhone, Windows Phone, and Android. The synchronisation of Zimbra is,
however, superior to other email software.
4. Data Security
Data security is one of the worries of enterprises. Both Gmail and Zimbra have SOC 2
certification, HTTPS encryption for all pages, encryption of sensitive data at rest, multi-factor
authentication options, and data backup in multiple locations/GEO regions. Many businesses are
not comfortable to use Google to manage their private data over Google. Zimbra provides the
required level of privacy and security to small and large businesses.

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

4. So many scams on the internet.

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

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

5 Types of Website Vulnerabilities that Could Affect Your Website

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1. Hack Detection (.htaccess)
Problem
A .htaccess otherwise known as Hypertext access file is a directory-level configuration file which is
incorporated into websites for configuring site-access functionalities such as URL redirection, and access-
security control. It’s an easy point of attack for hackers, who use this file to redirect search engines malicious
sites, hide malware, inject content and modify the php.ini values.
Solution
Website administrators must create the backup of all the .htaccess files on their site, and then open the
suspicious file using a text editor and browse through the contents. Typical hack attack includes an addition of
several blank lines in the file before the malicious content, then a further addition of will add their malicious
code and usage of “tab” to move the code lines over to the right. Thereby, administrators must ensure to check
the code by scrolling both to the right and to the bottom.
2. Cross Site Scripting (XSS)
Problem
Hackers resolve to cross-site scripting (XSS) attacks to inject malicious scripts into trusted websites. They use
a malicious code into a web application, disguising as a browser side script to a different end user. Such web
applications use user input within the output, without validating or encoding it. Hence, the end user doesn’t
know about the virtue of the script and executes the script nevertheless. On execution, the malicious script
gains access to any cookies or session tokens that the browser retains, and can even rewrite the HTML page’s
content.
Solution
As a security measure, you must not insert untrusted data anywhere in the script except in allowed locations.
Additionally, you must incorporate HTML Escape before inserting untrusted data into the HTML Content.
JavaScript Data Values must be checked before insertion, while JSON values included in an HTML context

38
must be read with JSON.parse along with the rest of the data.
3. MySQL Injections
Problem
By SQL injection, hackers insert any partial or complete malicious SQL query through the data input or the
data received by the web application from the browser. Subsequently, hackers can gain access to sensitive data
from the database, execute admin level operations on the database, modify database data through insertion or
deletion, retrieve the content of an existing file on the DBMS, or write files into the file system. Such attacks
are divided into three classes: in-band, out-of-band and inferential(also known as blind).
Solution
Thereby, you must monitor all the web server responses and review the HTML/javascript source code. It’s
important that you test each field separately by varying only one variable, while keeping others constant, to
precisely understand the vulnerability of parameters.

4. IP Cloaking
Problem
IP cloaking is one technique used by hackers to distribute malware on a website, undetected by search engines
and other online scan services. Hackers can easily extract sensitive information such as the details of your
internet provider, router, and browser information. Subsequently, they can gain access to your computer and
any information stored on it. They can also cloak or hide their IP address with yours, implying that any activity
done by the hackers would eventually trace back to you. Additionally, hackers can send malware to your
computer thereby, corrupting the data onto your computer.
Solution
Hackers take advantage of the open ports assigned to various services in our systems such as FTP , HTTP,
and those including TCP/UDP ports. Once they have access to these ports, they’re able to hack into system by
exploiting a service on a port. To nullify this incursion, we need to scan all of the open ports first, using port
scanner tools such as Nmap (network mapper) for possible vulnerabilities. Subsequently, we need to install a
reliable firewall program such as Comodo or enable windows firewall, which equip us with the ability to filter
ports.
5. Hidden iFrames
Problem
Hackers don’t use any kernel bug, Apache bug, PHP application vulnerability, CPanel or Plesk bug. Instead,
they set up uncorrupt sites and equip them with hacking tools such as Mpack. The tool detects the browser of
an unsuspecting user and extracts passwords via key logging. Once this hidden iframe code reaches the user’s
pages, any additional users visiting that site, are redirected to an infected website. And so the cycle continues.

39
In case, any user possesses an FTP or root password for any sites the hackers use a code to add the hidden
iframe to all the index type pages instantly. If it’s a single user account, merely changing the FTP password
would resolve the issue.

7. No replacement is there for good old fashioned customer service. The majority of online
marketers lack inquiry response programs and customer service. Therefore, your many online
visitors will already have painted your website as poor service before contacted you. Also, the
majority of sites have poor navigation that makes it tough for the visitor to find what they are
looking for. Many sites were created without a customer service point of view.

8. A lot of competition for your product already out there. When your visitor finds you then it
means they have been checked many links already. Until and unless they can find what they are
looking for quickly, they are gone.

CHAPTER 3
AN OVERVIEW OF DIGITAL MARKETING
KEY POINTS
 WHAT IS DIGITAL MARKETING?

 WHY ARE PEOPLE GOING ONLINE?

 BENEFITS OF DIGITAL MARKETING

 WHAT DOES DIGITAL MARKETING CONSIST OF?

 SEARCH ENGINE OPTIMIZATION (SEO)

 PAY PER CLICK (PPC)

 SOCIAL MEDIA MARKETING (SMM)

 DIGITAL MARKETING MEASUREMENT

 HOW DIGITAL MARKETING EVOLVED

40
 WHAT IS DIGITAL MARKETING? (BRAINSTORM)

“DIGITAL MARKETING” IS THE PROCESS OF BUILDING AND MAINTAINING CUSTOMER

RELATIONSHIPS THROUGH ONLINE ACTIVITIES TO GENERATE SALES AND/OR CAPTURE
CUSTOMERS THAT ARE SEARCHING ON THE INTERNET FOR ANSWERS.

WHY ARE PEOPLE GOING ONLINE?

WITH THE CONSTANT GROWTH OF THE WEB, AND MORE PEOPLE GETTING CONNECTED
EVERY DAY, DIGITAL MARKETING HAS BECOME A NECESSITY FOR MANY ORGANIZATIONS.
THIS ALSO INCLUDES SMALL BUSINESSES THAT WANT TO TRADE ONLINE AND MAKE A NAME
FOR THEMSELVES ON THE WEB.

THE WEB IS CROWDED WITH INFORMATION. IF YOU HAVE A WEBSITE, HOW CAN THESE
PEOPLE REACH YOU? WHAT ARE THE BENEFITS OF DIGITAL MARKETING?

WHAT ARE THE BENEFITS OF DIGITAL MARKETING? (BRAINSTORM)

o OVER TRADITIONAL MARKETING *

 PUTS THE CONSUMER IN CONTROL

 PROVIDES CONVENIENCE

 DRIVES BRAND LOYALTY

 REDUCES THE SELLING CYCLE

 BUILDS YOUR BRAND

 IT IS MEASURABLE

 IT IS COST EFFECTIVE

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DIGITAL MARKETING OBJECTIVES

ONE WAY TO MAKE SURE YOU ARE FOUND ON THE WEB IS WITH AN OPTIMIZED DIGITAL
MARKETING STRATEGY. MOST DIGITAL MARKETING STRATEGIES AND CAMPAIGNS HAVE 5
OBJECTIVES: (BRAINSTORM)

1. REACH THE RIGHT AUDIENCE

2. ENGAGE WITH YOUR AUDIENCE

3. MOTIVATE YOUR AUDIENCE TO TAKE ACTION

4. ENSURE EFFICIENT SPENDING ON YOUR CAMPAIGN

5. MAXIMIZE RETURN ON INVESTMENT (ROI)

WHAT DOES DIGITAL MARKETING CONSIST OF? (BRAINSTORM)

KEY COMPONENTS

 WEBSITE DESIGN (USER EXPERIENCE)

 SEARCH ENGINE OPTIMIZATION (SEO)

 PAY PER CLICK (PPC)

 SOCIAL MEDIA MARKETING (SMM)

 EMAIL MARKETING

 DISPLAY ADVERTISING (BANNER ADS)

LET’S LOOK MORE CLOSELY AT SOME OF THESE KEY COMPONENTS.

WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)? (BRAINSTORM)

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SEO DEFINITION

SEARCH ENGINE OPTIMIZATION (SEO) IS THE PROCESS OF GETTING TRAFFIC FROM THE
“FREE,” “ORGANIC,” OR “NATURAL” LISTINGS ON SEARCH ENGINES.

ALL MAJOR SEARCH ENGINES SUCH AS GOOGLE, YAHOO AND BING HAVE SUCH RESULTS,
WHERE WEB PAGES AND OTHER CONTENT SUCH AS VIDEOS OR LOCAL LISTINGS ARE SHOWN
AND RANKED BASED ON WHAT THE SEARCH ENGINE CONSIDERS MOST RELEVANT TO USERS.
PAYMENT ISN’T INVOLVED, AS IT IS WITH PAID SEARCH ADS.

WHAT IS PAY PER CLICK (PPC)? (BRAINSTORM)

PPC DEFINITION

PAY PER CLICK (PPC) IS A TYPE OF SPONSORED ONLINE ADVERTISING THAT IS USED ON A
WIDE RANGE OF WEBSITES, INCLUDING SEARCH ENGINES, WHERE THE ADVERTISER ONLY
PAYS IF A WEB USER CLICKS ON THEIR AD. HENCE THE TITLE, 'PAY PER CLICK'.

ADVERTISERS PLACE BIDS ON KEYWORDS OR PHRASES THAT THEY THINK THEIR TARGET
AUDIENCE WOULD TYPE IN A SEARCH FIELD WHEN THEY ARE LOOKING FOR SPECIFIC GOODS
OR SERVICES.

WHAT IS SOCIAL MEDIA MARKETING (SMM)? (BRAINSTORM)

SOCIAL MEDIA MARKETING DEFINITION

SOCIAL MEDIA IS A MEDIUM OR INSTRUMENT FOR COMMUNICATION, LIKE A NEWSPAPER OR

A RADIO.

SOCIAL MEDIA = A SOCIAL INSTRUMENT OF COMMUNICATION.

DIGITAL MARKETING MEASUREMENT

ROI (RETURN ON INVESTMENT)

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 MANY TOOLS AND SYSTEMS ARE AVAILABLE TO CALCULATE YOUR ROI AND TO MEASURE
THE EFFECTIVENESS OF YOUR DIGITAL MARKETING CAMPAIGN.

ROI TOOLS

 GOOGLE ANALYTICS

 GOOGLE WEBMASTERS TOOLS

 BASIC GOOGLE SEARCH

 GOOGLE ADWORDS

 SOCIAL MEDIA MONITORING TOOLS

HOW HAS DIGITAL MARKETING EVOLVED OVER THE YEARS?

BACK IN THE DAY, IT WAS ALL ABOUT …..

 BUILD A WEBSITE

 BUILD LINKS, BUILD MORE LINKS, AND BUILD EVEN MORE BACKLINKS

 HOPE IT SHOWS UP IN GOOGLE SOMEDAY

 HOPE IT DISPLAYS ON THE RESULTS PAGE WITH THE RIGHT KEYWORDS (WHAT PEOPLE ARE
TYPING IN WHEN THEY SEARCH)

 IT WAS LIKE FISHING AND HOPING YOU WILL GET A CATCH.

WITH SEO, PPC WAS BORN – (PAY PER CLICK)

 BUILD ADS AROUND KEYWORDS AND PAY FOR

EVERYONE THAT CLICKS THE AD AND VISITS YOUR SITE

 EG. GOOGLE’S ADWORDS (3 LINE ADS THAT SHOW UP

ON THE RIGHT/TOP OF SEARCH ENGINE RESULTS)

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  MICROSOFT’S ADCENTER

 YAHOO’S SEARCH MARKETING (OVERTURE)

CHAPTER 4
FINDINGS ANDANALYSIS

PART I

Attitude towards Advertisements

One can clearly make out that consumers perceive advertisements as a source of

information and awareness, be it general or towards TV commercials.

45
Not many people find advertisements to be irritating, annoying or waste of time. This clearly

shows a positive attitude toward them and hence is a good indication for marketers

46
For television commercials, around 70% of consumers had a positive perception towards

advertising on TV.

Influencer behind Decision Making

Influencers influence the decision making process of a potential consumer. Influencers can

be advertisements, friends, relatives, third party or it can be self motivated also.

In Mumbai (as the target market is Mumbai) we can infer that friends and relatives are the

major influencers behind decision making.

47
One can infer from the Geert Hofsted Cultural Dimensions a possible reason for friends and

relatives to be a major influencer.

Geert Hofsted Cultural Dimensions

Indian culture is collectivistic. On the collectivist side, we find societies in which people from

birth onwards are integrated into strong, cohesive in-groups, often extended families (with

uncles, aunts and grandparents) which continue protecting them in exchange for

unquestioning loyalty.

India is low on Uncertainty Avoidance, i.e. the culture is more open to unstructured ideas and

situations. The population may have fewer rules and regulations with which to attempt control

of every unknown and unexpected event or situation

48
The recommendation of someone else remains the most trusted sources of information

when consumers decide which products and services to buy. And even though new media

technologies are playing a role in ‘globalizing’ society, many purchasing decisions are still

based on firmly held national and cultural attitudes.

Being collectivistic, Indian consumers tend to trust the immediate group of people in the

decision making process. They are open to new things, but advise, suggestions and

comments of friends and relatives hold more value.

If not friends and relatives, Traditional mode of advertising i.e. ATL would influence them. It’s

obvious as it the oldest form promotion and it goes by the saying “Old is Gold”. There is also

a hand in the awareness part of which is discussed later on in the analysis.

Internet marketing has a long way to go before it starts influencing the decision making

process.

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Consumer preference of advertising

Again, one can easily make out that traditional form of advertising has an edge over internet

advertising in terms of consumer preference mode of advertising. Traditional mode got over

82% preferences than that of internet advertising which is a huge margin.

The reason for this is same as that of influencer, i.e. cultural attitude of consumers towards

advertising.

Consumers would prefer to check out ATL elements in case there is a need i.e. information

search and take their decision in terms of purchasing.

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Consumers Trust on advertising

The above is the chart for trust level of advertisement medium from consumer’s point of

view. Again recommendation and traditional advertisement are a leap ahead of online mobile

and BTL form of advertising. One can say that Indian mentality towards online form of

advertising is still at the baseline and that of mobile is even worse.

51
Initial Conclusion I

One can confidently conclude that consumers still trust and prefer the traditional form of

advertising than that of online.

PART II

Time spent….

On an average, a person spends more than 4 hours on the internet during his free time

which is 70% more than that of TV and movies and around 300% more than that of radio

and print medium.

Hence, on an average the exposure of internet to an individual is around 150% more than

that of other mediums i.e. the reach of medium internet is much better than that of others.

But one cannot infer anything about the effectiveness of the medium through exposure

(reach) alone. One needs to calculate the impressions (actual number of times an individual

sees the ad) of the medium also.

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Reach

Reach refers to the total number of different people or households exposed, at least once, to

a medium during a given period of time.

Impressions

This is a term used by media to describe and quantify the number of individuals who have an

"opportunity" to see an AD in a given amount of time.

Impression of TV Ads (Ad avoidance)

When there were only 2 channels which were “Doordarshan”, consumers didn’t have any

choice but the see the commercial ads in between the programs. That time the impression

was very high and hence was a very effective and efficient medium of promotion.

Now, with more than 250 TV channels, 20 Radio channels, the consumer has lot of options,

he may change the channel, or may ignore it completely.

According to the survey, around 64% of consumers see the ad if they find it to be

entertaining, creative, humorous or in some way attractive and appealing.

Of course there are people (26%) who change channels during breaks but not always. In

fact, according to the survey there was no one who change the channel each and every

time.

53
Effectively, 75% of viewers will see the advertisement if the ad is attractive and appealing.

Hence there is a probability of .75 of a consumer viewing the particular advertisement (for

creating awareness and information) on television making it an effective mode of

communication. As it is, it is the second most trusted mode of communication in the minds of

people.

54
Impression of Online Ads (Ad avoidance)

Whereas in case of online advertising, around 79% of consumers ignore it completely, i.e.

they don’t even see them and that of 21% see them if they find it to be attractive.

Out of that 21%, 15% said that the intension was not to see those ads, but they didn’t have

any option but to see them as they were Interstitial Adverts, Pop – up ads or Floating ads.

These ads either block the view of the content, or appear right in the middle of the page, or

keeps on floating (moving) around which is considered to be very irritating for the

consumers.

Effectively, only 6% saw the online advertisement coz they were of their interest or was

attractive. Some said they liked few ads coz of their interactivity and animation effects. This

might give that flash ads are more appealing.

55
Trust levels of online advertisements are at the bottom of the list. Hence considering the

trust levels and the effective impression, one can conclude that it is not an effective mode of

communication.

Initial Conclusion II

Even though the reach of internet is much higher than that of other modes, its ability to

attract consumers for awareness creation is very low. Hence comparatively, traditional

modes especially TV commercials are a better option.

PART III

Remembrance

Remembrance is the remembering only the brand name or its color or the contents or some

part of the advertisement and not the whole thing.

Recall

Recall is bringing something back from memory. One can recall most of the elements of the

advertisement. A high recall value infers that the awareness of the brand is high.

Ad Remembrance

The question that was asked in the survey was the latest ad that they remember in the

specific medium. Only 11 % could remember their last online ad, whereas 90% could

remember the TV commercial.

In this case also, traditional form of advertising has a huge edge over the online form.

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Ad Remembrance & Recall

This is for the last five ads that they had seen consciously or unconsciously. In case of TV

ads, 84% remembered their last five ads and of them 83% could recall them which is a very

good score in terms of creating awareness.

In case of Online ads, only 54% could remember their last five interaction and of them only

30% could recall.

57
Initial Conclusion III

One can easily make out the reliability of online and TV ads through the remembrance and

recall values. It’s pretty clear that TV ads are much reliable than that of their counterparts.

58
 CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS

1. Introduction

This chapter presents summary of findings, conclusion and recommendations of the study in line
with the objectives of the study.

2.Summaryof the Study

The study found that the effectiveness of internet advertising on reach and creation of awareness
was determined by the level of knowledge about the existing platforms of advertisements and
time spent on these media. On average, a person spent more than 4 hours on the internet during
his free time than that of TV and movies and print medium and therefore the reach of internet
medium is much better than that of other media. A higher percentage indicated that they were
made aware of existence of various products through internet advertising and therefore it was
effective in creating awareness. The study revealed that the ability of the respondents to recall
the internet ads was low compared to TV, and therefore even though the reach of internet is
much higher than other forms, TV ads are much more reliable than internet advertising Danaher
and Mullarkey (2003). Internet advertising is a key determinant of purchase decision of the
customers as they consider it to be an interaction point between them and the company from
which they buy their products from. The study also established that internet advertising has
significant relationship with purchase decision of the consumers. From the Pearson’s correlations
analysis, the study established that there is a positive relationship between consumer behaviour
and internet advertising

3. Conclusion

The objective of the study was to determine the effectiveness of internet advertising on consumer
behaviour using a sample of University of Nairobi students. After analysis of the study findings,
the study concludes that the effectiveness of internet advertising on reach and creation of
awareness was determined by the level of knowledge about the existing platforms of
advertisements adopted by various companies in Kenya and time spent on various media.
Internet advertising was effective in providing higher reach and creation of awareness. However,
in spite of the diverse usage of internet and wide interaction with various internet
advertisements, fewer respondents were able to recall theinternet ads they had seen. This implies
that the reliability of internet advertising is quite low.

59
The research established that TV advertising is more reliable than internet advertising therefore
conforming with Danaher and Mullarkey (2003), that TV ads are much reliable than internet
advertising.

The study concludes that internet advertising influenced purchase decision of the customers to a
moderate extent as only nearly half of the respondents were influenced purchase decision.
However, internet advertising is a key determinant of purchase decision of the customers as they
consider it to be an interaction point between them and the company from which they buy their
products from. The study also concludes that internet advertising has significant relationship
with purchase decision of the consumers. The study further concludes that internet advertising
contributes most to the consumer behavior and that internet advertising was a significant factor
in predicting the consumer behaviour. In addition, there is a positive relationship between
consumer behaviour and internet advertising. This implies that companies should invest more in
internet advertising to increase their market share and conduct a market research on the different
markets in various countries to ensure that the internet advertising initiatives being implemented
suits the targeted markets to improve product purchases.

4. Recommendations The study established that the reliability of internet advertising is low
and therefore recommends that the management of companies using internet advertising should
provide unique experience to its customers based on customer analysis to deliver a personalized
experience to the customers, Calisir (2003). The study also found that internet advertising is
effective in reach and creation of awareness and recommends that the companies should invest
more in internet advertising to increase their market share and provide product information.

Finally, the study determined that there is a positive relationship between internet advertising and
consumer purchase decision and further recommends that companies should conduct a market
research on the different markets in various countries to ensure that the internet advertising
initiatives being implemented suits the targeted markets to improve product purchases. This is
because there exist different contextual realities between different markets Wolin (2002).

5. Suggestions for further studies Since this study explored the effectiveness of internet
advertising on consumer behaviour: the case of University of Nairobi Students, the study
recommends that a similar study should be done in a private university for comparison purposes
and to allow for generalization of findings on the effectiveness of internet advertising on
consumer behaviour. As as suggested by Gong and Maddox (2003), “future research can look
into the impact of web advertising across different countries and cultures to enhance the global
understanding of web advertising effectiveness”

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 CHAPTER 6
BIBLIOGRAPHY

Digital Marketing – The Essential Guide to New Media & Digital Marketing

- Kent Wertime, Ian Fenwick

Principals of Advertising and IMC

- Tom Dunkan

Consumer Behavior

WEBLIOGRAPHY

http://www.wikipediaorg/

http://www.wisegeek.com/

http://www.geert-hofstede.com/

http://www.truckads.com/

http://www.afaqs.com/

http://www.buzzmachine.com/archives/cat_dell.html

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