2018 SRIHARSHA K DIGITAL MARKETING TO study the main objective of e- marketing ,research , analysis of the obtained data and concluding the pros and cons of E MARKETING INDEXINTRODUCTION OBJECTIVES OF THE STUDY RESEARCH METHEDOLOGY DATA INTERPRETATION CHAPTERS OF OBJECTIVES LIMITATIONS OF STUDY CONCLUSION REFERENCE / BIBLIOGRAPHY INTRODUCTIONMarketing plays a majorrole in any business organization to promote their products. E-Marketing (Electronic Marketing) are also known as Internet Marketing,Web Marketing, Digital Marketing, or Online Marketing.
E-marketing is theprocess of marketing a product or service using the Internet. E marketing notonly includes marketing on the Internet, but also includes marketing done viae-mail and wireless media so also called as email marketing. It uses a range of technologies tohelp connect businesses to their customers.History of Digital MarketingThe term Digital Marketing was firstused in the 1990s. The digital age took off with the coming of the internet andthe development of the Web 1.0 platform.
The Web 1.0 platform allowed users tofind the information they wanted, but did not allow them to share thisinformation over the web. In 1993, the first clickable banner went live,after which HotWired purchased a few banner ads for their advertising. Thismarked the beginning of the transition to the digital era of marketing. Becauseof this gradual shift, the year 1994 saw new technologies enter the digitalmarketplace. The very same year, Yahoo was launched.1996 saw the launch of a couple more search engines and tools like HotBot,LookSmart, and Alexa.1998 saw the birth of Google.
Microsoft launched the MSN search engine and Yahoo broughtto the market Yahoo web search. Two years later, the internet bubble burst andall the smaller search engines were either left behind or wiped out leavingmore space for the giants in the business. The digital marketing world saw itsfirst steep surge in 2006, when search engine traffic was reported to havegrown to about 6.4 billion in a single month. Not one to get left behind,Microsoft put MSN on the backburner, and launched Live Search to compete withGoogle and Yahoo. Objectivesof study· To study the types of digital marketing· To study the opportunities · To understand the pros and cons of Digital Marketing Chapter1-Types of Digital MarketingPullDigital Marketing • The consumer activelyseeks the marketing content,often via web searches or opening an email.
•Websites and blogs are examples of pulldigital marketing. • Users have to navigate to the website toview the content. •Search engine optimization is one tactic used to increase activity.Push Digital Marketing•Themarketer sends a message without the consent of the recipients, such as displayadvertising on websites and news blogs. • Email and text messaging can also be classedas push digital marketing when the recipient has not given permission toreceive the marketing message. • Push marketing is also known as spam.
• Push technologies can deliver content as itbecomes available and can be better targeted to consumer demographics, althoughaudiences are often smaller, and creation and distribution costs are higher. Chapter2 – Opportunities Incremental Revenues • Lower cost of sales• Easily attracts newcustomers through very targeted and measurable marketing efforts • Global reach iseasily possible • Segmentation andreaching Target Audience is easy and effective ReducedCost of Marketing • Digital Marketing basically requires anattractive and user friendly website • Provides lowest cost of sales • Enables easy reach to very large audience • Low cost of acquisition per customerBrandImage and Exposure • Improving business’s visibility to a verytargeted audience for long term relationship • Build a community around your business toimprove its brand value • Help enhance offerings and delivered valueprepositionDrivingIncremental Revenue • Various marketingopportunities available• Advantages of eachapproach/tactics• Return on Investmentfor various approaches • Focusing in the rightdirection Chapter-3 Pros and Cons Pros of Digital Marketing1. Very low cost. 2. Access a massive audience.3.
Caters to multiple demographicssimultaneously.4. It is Super fast.
5. Digital marketing reaches decision-makers.6. Digital marketing creates 2 way brandinteractions.7. Opportunity to expand your customerservice.
8. If done right – Higher levels of brandloyalty. Cons of Digital Marketing1. Time consuming.2.
Know how to handle negative publicreactions because they will come fast at you.3. Takes control out of your hands.4.
Difficult to determine your ROI. Only 1 in 3 digital marketers report that they can reliably measure the resultsthey receive from their digital marketing efforts. Another 1 in 3 digitalmarketers say that they don’t know if they are measuring their metrics or KeyPerformance Indicators correctly.5.
Campaigns are very easy to copy.6. Can get lost in the online white noise thatexists.7. Judges you on first impressions.
CONCLUSION•Digital marketingmethodology is designed to drive company’s online success. •We start byunderstanding what winning means to your business and where your currentchallenges lie•Ourapproach is customized to bring together the power of Search EngineOptimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing(SMM) to create remarkable, results-driven marketing programs.BIBLIOGRAPHY· QUORA· Simplilearn