A PROJECT REPORT

ON
A COMPARITIVE ANALYSIS ON

A Study on the Rapid Changes by AI Technology and Digital Marketing

Submitted in partial fulfillment of the requirement for the award of the degree
Of Masters of Business Administration (MBA)
From 2022-2024

MAHARSHI DAYANAND
UNIVERSITY ROHTAK

Session (2022-2024)

Submitted To- Mr. Abhay Jain (Assistant Professor)

Submitted By =AJIT

Registration No =

Roll No. =

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 St. Thomas Management Institute

DECLARATION

I AJIT student of 4th Sem Master of Business Administration of St. Thomas Management Institute,
under Maharishi Dayanand university Rohtak declare that project entitled “A Study on the Rapid
Changes by AI Technology and Digital Marketing” being submitted by me as an original piece of work
done by me under the supervision of Mr. Abhay Jain Assistant Professor. The matter presented has
not been copied from any other existing report. However, extracts of any literature which has been
used for this report has been duly acknowledged providing details of such literature in the refence.
Also, this project report has been Submitted in fulfillment of the requirement for the award of the
degree of any other institute.

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 COUNTERSIGNED

Signature:
Name & Designation of the Faculty Supervisor Mr. Abhay Jain Assistant Professor
Name of the College/Institution: St. Thomas Institute of Management

COUNTERSIGNED

Signature:
Principal:
Name of the College/Institute: St. Thomas Institute of Management

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 CERTIFICATE OF GUIDE

This is to verify that Abhay gupta student of the Maharshi Dayanand University, has prepared her
Project Report entitled “Influencing Investors Decision in Investing in Equity Shares” under any
guidance. He has fulfilled all requirements leading to award of the degree of Master of Business
Administration. This report is the record of Bonafede training undertaken by him and no part of it has
been submitted to any other University or Educational Institution for award of any other
degree/diploma or similar titles or prizes.

I wish her all success in life and all the best.

Signature of Guide:

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 CERTIFICATE

This is certifying that Akash Yadav a Bonafede student of ST. THOMASMANAGEMENT INSTITUTE has
satisfactorily conducted project report entitled “---------------------------------------------”

I wish her all success in every endeavor of life.

S.T.M.I
Dept. of Management

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 ACKNOWLEDGEMEMT

I take this opportunity to express my profound gratitude and deep regards to my faculty Mr. Abhay
Jain for his exemplary guidance, monitoring and constant encouragement throughout the course of
this project. The blessing, help and guidance given by his time to time shall carry me a long way in the
journey of life on which I am about to embark.
I also take this opportunity to express a deep sense of gratitude to Mr. Pawan Jain, Director for his
cordial support, valuable information, and guidance, which helped me in completing this task through
various stages.
I would also like to express my hearty gratitude to the lab assistants for their support during the
making of this project.
Lastly, I thank almighty, my parents and friends for their constant encouragement without which this
project would not be possible.

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 1. In

CHAPTER-1 INTRODUCTION

1.1 Introduction

The world is tremendously competitive now. In every sphere of life and business,
competition has become more and furious. Every firm tries to obtain and retain efficient
employee to meet the future challenges. In this rivalry, obtaining and retaining the best
employees has become very important, as employee are the factors who make a firm alive
and proceed the path of profit. The course under MBA program designed with an
excellent combination of theoretical and practical aspects. After the completion of MBA
consisting of theoretical exposure, the students are sent to different organization to
obtain some practical exposure in different sectors which would help them in taking up
professional career. MDU university has undertaken three months of internship program
for its MBA students, as an important and essential requirement of the MBA program. I
have tried my best to use this opportunity to enrich my knowledge in the area of
Marketing and also incorporate my knowledge, which I have learned from my classes.

 P-file Maintenance
Personnel Records: What should, and should not, be included in the personnel file?

 A marketing personal file, also known as a marketing portfolio or career file, is a collection
of documents and materials that help marketing professionals showcase their
skills, accomplishments, and experiences in the field. This file is valuable for job
applications, career development, and professional growth. Here's a list of items that
can be included in a marketing personal file:
 Resume and Cover Letter: Updated copies of your resume and cover letter.
 Certificates and Degrees: Copies of your academic certificates, degrees, and any
relevant marketing-related certifications.
 Professional Headshot: A high-quality professional photo for use in online profiles
and networking.
 Portfolio: Samples of your work, including marketing campaigns, advertisements,
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 social media content, email marketing, blog posts, and any other marketing materials
you've created.

 Testimonials and References: Letters of recommendation, references, and positive

feedback from clients, colleagues, or supervisors.
 LinkedIn Profile: A printout or summary of your LinkedIn profile, which should be
kept up-to-date with endorsements and connections.
 Professional Development: A record of workshops, courses, webinars, and seminars
related to marketing that you've attended.
 Awards and Recognitions: Documentation of any marketing awards or industry
recognition you've received.
 Market Research Reports: Examples of research reports, analyses, and insights you've
produced.
 Marketing Plans: Copies of marketing plans and strategies you've developed, along with
results and outcomes.
 Event Participation: Documentation of marketing events, conferences, trade shows, or
webinars you've attended or presented at.
 Publications: Any articles, blog posts, whitepapers, or guest posts you've authored related to
marketing.
 Analytics and Metrics: Data on the success of marketing campaigns, including key
performance indicators (KPIs) and analytics reports.
 Work Samples: A variety of work samples, such as ad copies, visual designs, email
templates, and more.
 Client Lists: A list of clients or companies you've worked with, detailing the nature of the
projects.
 Marketing Tools Proficiency: A list of marketing tools and software you are proficient in,
such as Google Analytics, Adobe Creative Suite, email marketing platforms, and social
media management tools.
 Skills Inventory: A list of your marketing skills and strengths, such as SEO, content
marketing, paid advertising, and social media management.
 Professional Goals: A statement of your current career goals and aspirations within the
marketing field.
 Feedback and Reflections: Personal reflections on past marketing experiences and feedback
from colleagues and supervisors.
 Budget Management: Documentation of your experience managing marketing budgets and
financial resources.
 Community Involvement: Any involvement in marketing-related associations, volunteer
work, or community projects.

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 Professional Contacts: A list of marketing professionals and colleagues you've networked
with, including their contact information.
 External Industry Reports: Copies of industry reports, studies, or market trends that are
relevant to your area of marketing expertise.

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Contents
CHAPTER NO. TOPICS PAGE NO.

Chapter 1 Introduction

Chapter 2 Review of Literature

Chapter 3 Rational of Study

Chapter 4 Research and Methodology

Chapter 5 Objective to Online Marketing

Chapter 6 Exploratory of Research Design

Chapter 7 Data Collection

Chapter 8 Data Analysis and Interpretation

Chapter 9 Finding and Discussion

Chapter 10 Conclusion

Chapter 11 Limitation and Suggestion

Chapter 12 Implication of The Study
Chapter 13 Limitation of Research
Chapter 14 Reference
Chapter 15 Apendix

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 ABSTRACT

Internet marketing involves the usage of the Internet to market and sell goods or services. In
this thesis I wished to seek answers for the following questions with the help of secondary
data obtained from the News Papers, Business Magazines, Online articles along with web,
email surveys and e-questionnaires taking into consideration consumer perspective, and see if
they are moved by the internet marketing done by the companies or not, and if they are, then
up to what extent. The survey results helped me in predicting the trends in Internet marketing.
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 decline .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. Digital marketing involves the promotion of
products and services using digital distribution channels that reach consumers in a timely,
relevant, personal and cost-effective manner. Digital channels can have several categories,
such as the internet, mobile, digital outdoors, and any form of interactive digital media. Each
category has multiple digital tools / sub-channels that can support digital marketing. Internet -
Email, banner ads, dedicated websites, pop- up ads, sponsored content, paid keyword search,
podcasts, social networks, blogs, wikis, widgets.

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INTRODUCTION
Online marketing also known as digital marketing, web marketing, and internetmarketing
or e-marketing is the marketing of products or services over the Internet. Internet marketing
is sometimes considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Management of
digital customer data and electronic customer relationship management (ECRM) systems are
also often grouped together under internet marketing.Clearly, marketers are adding on-line
channels to find, reach, communicate, and sell. I-marketing has at least five great advantages.
First, both small and large firms can afford it. Second, there is no real limit on advertising
space, in contrast to print and broadcast media. Third, information access and retrieval are
fast, compared to overnight mail and even fax. Fourth, the site can be visited by anyone from
any place in the world. Fifth, shopping can be done privately and swiftly.Internet marketing
and e-commerce has marked its place in the world of technology. The success of any business
at present strongly depends on Internet marketing . Below gives a graphical view of how
online marketing can effectively be planned .

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There are many sources of online marketing or Digital Marketing as described below:
Web Marketing:
Web marketing includes Web sites, Affiliated marketing Web sites, promotional or
informative Web sites, online advertising on search engines, and organic search engine
results via Search Engine Optimization (SEO). Internet marketing is sometimes considered to
be broad in scope because it not only refers to marketing on the Internet, but also includes
marketing done via e-mail and wireless media

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Web Marketing

Social Media Marketing:

Social media marketing involves both advertising and marketing efforts via social networking
sites like Face book, Twitter, YouTube and Digg. This has come with a most useful source of
marketing as there are billions of people reach out these media and thus make possible to
reach the people anywhere in the world with , simple broadcasting of the product
advertisement takes no time to reach the consumers .Internet, but also includes marketing
done via e-mail and wireless media. Management of digital customer data and electronic
customer relationship management (ECRM) systems are also often grouped together under
internet marketing. Clearly, marketers are adding on-line channels to find, reach,
communicate, and sell. I-marketing has at least five great advantages.

Social Media Marketing

Email Marketing:

Email marketing involves both advertising and promotional marketing efforts via e-mail
messages to current and prospective customers. Email messaging has made possible to send
promotional messages to the email users acting as a quick mode of online product broad cast
over internet. Digital marketing for ecommerce applies traditional marketing principles to a
multichannel, data-driven environment. Digital marketing for ecommerce applies traditional
marketing principles to a multichannel, data-driven environment. Studying collaborative
research and the accessing of external sources of technology, Hummel found that in deciding

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on business partners, it is important to make sure that both parties' business models are
complementary

Email Marketing
E-commerce Marketing:
E-commerce marketing is the process of driving sales by raising awareness about an online
store's brand such as Amazon, flip kart, snap deal and many other online product services,
product offering companies. Digital marketing for ecommerce applies traditional marketing
principles to a multichannel, data-driven environment.

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E-commerce Marketing

Internet marketing is associated to various business models. It comprises of e-commerce

business model where goods and services are sold directly to consumers (B2C), businesses
(B2B) or from one consumer to other consumer (C2C).These business model are described
below. Studying collaborative research and the accessing of external sources of technology,
Hummel found that in deciding on business partners, it is important to make sure that both
parties' business models are complementary. For example, they found that it was important to
identify the value drivers of potential partners by analyzing their business models, and that it
is beneficial to find partner firms that understand key aspects of our own firm's business
model ,one being that it often depends on campaigns' abilities to invoke emotional responses,
rather than solely demonstrating value. Marketers with carefully designed World Wide Web
sites are already interacting computer to computer, with prospective customers or an
individual basis, much as ATM does in very primitive fashion
Business-to-customer (B2C):
Business-to-customer marketing refers to the tactics and best practices used to promote
products and services among consumers. B2C marketing differs from B2B marketing in a
number of key ways, one being that it often depends on campaigns' abilities to invoke
emotional responses, rather than solely demonstrating value.

Business-to-Business Model:

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B2B (business-to-business) marketing is marketing of products to businesses or other
organizations for use in production of goods, for use in general business operations (such as
office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer.

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REVIEW OF LITERATURE
This section aims at exploring detailed information on major domains of the dissertation topic
by reviewing past research, books and related articles. Modern studies and past theories
concerning these domains are presented.
Literature on online marketing:
Online services will drive marketing to the opposite end of the spectrum from “mass”
marketing to customized “one-to-one” marketing. Online marketers communicate instantly
and directly with the prospective customers and can provide instant fulfillment as well.
Marketers with carefully designed World Wide Web sites are already interacting computer to
computer, with prospective customers or an individual basis, much as ATM does in very
primitive fashion. Online one to one approaches while innovative and still glamorous in their
pioneering aspects, offer significant new challenges. The significant aspect is the access with
the customers. Communication and information technology development has encouraged the
emergence of new communication channels that have increased the options available to
organizations for building relationships with clients.

How important is Internet marketing to the success of an organization?

There are no exact answers for this question. It depends on the nature of one company
business line. There are many companies currently using the Internet as their main business
transaction such as Amazon,flipkart,snapdeal,Alibaba .However, companies such as UPM,
the world’s leading forest products producer only uses the Internet as a media to introduce the
company and its products to customers via its website.
Besides that, during the whole purchasing decision making process, customers not only use
the Internet in isolation to search for products but other media such as print, TV, direct mail
and outdoor as well. These media still play an extremely important role for the marketers to
communicate with customers, for example, direct or face – to – face marketing more or less
helps marketers build up the trust in customers and encourage them to purchase the products.
Therefore, it is better to use the Internet as part of a multi-channel marketing strategy which
“defines how different marketing channels should integrate and support each other in terms
of their proposition development and communication based on their relative merits for the
customer and the company.”
Mohan Nair takes social media as a complex marriage of sociology and technology that
cannot be underestimated in its impact to an organization marketing communication, choice

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as to when to engage, how to manage and measure, and whether to lead or to follow is
complex but not an impossible task. These cannot be answered simply by one formula
because the context and the market dynamics are strong variables in these decisions. Even
though the interest for social media is huge, few companies understand what the term social
media can mean to their businesses.

According to research conducted by Nielsen, we know that 92% of consumers report that
“word-of-mouth and recommendations from people [they] know” are the leading influence
on their purchase behavior. Only 37% trust search engine ads, and just 24% trust online
banner ads. They trust their friends and family the most when looking for brand
recommendations.

It is important to understand the relationship between digital communication and traditional

communication in the old media; for example, TV, radio, newspapers, magazines and
billboard ads, the communication model was and is one-to-many compared to one-to-one or
many-to-many communication model in digital media like blogs, social networks, wikis and
other social media (Chaffey, 2003).

Foux (2006) suggests Social media is perceived by customers as a more trustworthy source
of information regarding products and services than communication generated by
organizations transmitted via the traditional elements of the promotion mix.

Johnson and Greco (2003) explain that desires and different hopes from different clients can
sometime require certain unique information and contact strategies. Communication channels
and strategies now differ broadly from the ones in former times or offline times.

Online marketing is today seen by many practitioners as the new arena for market
communication and on top of the list of users of the different mediums is Face book, Blogs,
Twitter, YouTube and LinkedIn (Steltzner, 2009).

Kaplan and Haenlein (2010) define social media as ―a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, which facilitates the
creation and exchange of user-generated content. It consists of different Internet applications

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such as blogs, social networking sites, content communities, collaborative projects, virtual
game worlds and social worlds. Russell S. Winer (2009) affirms that many companies today
are using some or all of the new media to develop targeted campaigns that reach specific
segments and engage their customers to a much greater extent than traditional media.

Mangold&Faulds (2009) argue that marketing managers should comprise social media in
the communication mix when developing and executing their Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of
promotion mix.
Forbes Magazine reports retail is down and e-commerce is up. One clear example of the
power of e-commerce comes from Macy’s recent returns. Forbes reports the 154-year-old
retail chain saw online sales rise 40% in 2015 while same-stores sales grew just 5.3%. Maybe
you’re not a billion-dollar business like Macy’s, but the numbers don’t lie. Online sales are
overtaking retail sales. Safe to say e-commerce is trending upward more and more each year.
It’s not too late to jump onboard the e-commerce train.

The internet has become a mass media vehicle for consumer sponsored communication. It
now represents the number one source of media for customers at work and the number two
source of media at home. Customers are turning away from the traditional sources of
advertising: radio, television, magazines, and newspapers. Customers also consistently
demand more control over their media consumption. They require on-demand and immediate
access to information at their own convenience. Customers are turning more frequently to
various types of social media to conduct their information searches and to make their
purchasing decisions.
Nowadays, the concept of Internet marketing has expanded and brought more opportunities
for companies to approach their customers. In the past, the Internet was only used as a tool to
contact customers, part of direct marketing. Nowadays, the Internet, particularly websites has
been becoming a popular media for any firms to introduce their products and services. The
Internet is considered as an independent and effective marketing tool. During eight years,
from 2008 to 2015, the number of Internet users has increased by 4 times from about 361
millions to more than 1, 46 billion (http://www.internetworldstats.com/stats.htm ), in which,
Asia, the continent with the biggest population accounts for 39.5% of World Internet Users.
Thus reaching such huge population in a quick time efficiently online marketing media and
online shopping organization had proved themselves as a major source. Integrated Marketing

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Communication strategies and they presented the social media as a new hybrid element of
promotion mix. The internet has become a mass media vehicle for consumer sponsored
communication. It now represents the number one source of media for customers at work and
the number two source of media at home.. Thus reaching such huge population in a quick
time efficiently online marketing media and online shopping organization had proved
themselves as a major source. Customers are turning more frequently to various types of
social media to conduct their information searches and to make their purchasing decisions
and the communication mix when developing and executing their Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of
promotion mix proved to effective way to communicate with digital world.

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 Rationale of the study
Internet Marketing in its simplest terms refers to the marketing and selling of goods and
services using the Internet as the sales and distribution medium. The current project on
innovative marketing strategies aims to understand the concept of online marketing; study as
to how much online marketing has penetrated in the market place; gain insights about
functioning of online marketing; study the benefits of online marketing for the businesses as
well as the customers and explore the future prospects of online marketing.
The report concludes that internet has opened up new avenues for reaching the consumer. It is
true that there is never a fixed way or strategy that a marketer can use to market its products
and services on the internet but it is still very much an arena where creative thinking can take
the company reach new heights. Thus we can say that marketing has not changed its shape. It
is the same, unpredictable, unusual and creative field that needs constant change and open
inputs that can work wonders for the company,study the benefits of online marketing for the
businesses as well as the customers and explore the future prospects of online marketing.

7 P'S Of ONLINE Marketing are presented below diagrammatically with description

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RESEARCH AND METHODOLOGY
Online marketing refers to a set of powerful tools and methodologies used for promoting
products, business, brandfactory,household businesses and services through the Internet.
Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the Internet.

Online marketing can deliver benefits such as:

 Growth in potential
 Reduced expenses
 Elegant communications
 Better control
 Improved customer service
 Competitive advantage

Research problem

This study focuses on following problems

 Should companies integrate various marketing tools to communicate about its brand?

 How do consumers get awareness about different brands?

 How online marketing plays important role in companies’ marketing strategy?

 What are the reasons for growing popularity of online marketing among consumers?

 How is online marketing advantageous over traditional marketing?

 What are the loopholes in online marketing?

Research Methodology

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The first step is to formulate a research design. This means planning a strategy of conducting
research. It is a detailed plan of how the goals of research will be achieved. Research design
is exploratory, descriptive and/or experimental in nature. It is helping the investigator in
providing answers to various kinds of social/economic questions. After collecting and
analysis of the data, the researcher has to accomplish the task of drawing inferences. Only
through interpretation researcher can expose relations and processes that underlie his findings
and ultimately conclusions. Interpretation refers to the task of drawing inferences from the
collected facts after an analytical study.
In the present study, researcher has followed Descriptive research. Descriptive research is
usually a fact finding approach generalizing a cross - sectional study of present situation. The
major goal of descriptive research is to describe events, phenomenon and situations on the
basis of observation and other sources through survey :
Survey Method:
 The survey method is the technique of gathering data by asking questions from people

who are thought to have the desired information. Every effort should be made to state

the objectives in specific terms.

 The survey design can be defined as: “gathering information about a large number of

people by interviewing a few of them

 The definition can be modified by stating that collecting information with other data

collection alternatives available to survey researcher in addition to interviewing i.e.

questionnaire, personal observation etc.

 Surveys are conducted in case of descriptive research studies with the help of

questionnaire techniques in most appropriate manner. Survey type of research studies

usually have larger sample. It is concerned with conditions or relationships that exists,

opinion that are held, processes that are going on effects that are evident or trends that

are developing. Thus in surveys variables that exist or have already occurred are selected

and observed. It is the example of field research.

 The major goal of descriptive research is to describe events, phenomenon and

situations on the basis of observation and other sources through survey :

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Objectives to Online Marketing

It’s really interesting to talk with business owners about the reasons why they want to market
themselves online. When you know your market and whom you serve, it is easier to say
exactly the right things that draw them in. Do not skimp on your image almost everyone will
tell you that they want to grow sales. Few will tell you specifically how they will achieve it,
what success looks like and what the metrics is that set the boundaries. Certainly, we are
biased that content is a tool for achieving success, but when you take a step back, it is
important to view the big picture so that you can plan and execute with intentionality.

Online marketing has following core objectives:

1. Establish a Presence
2. Build Visibility
3. Generate Sales
4. Increase Revenue
5. Build A Brand
6. Improve Local SEO

Establish a Presence

Remember the old adage, “You only get one chance to make the first impression?”There is
more truth in this than many realize. When building a website or a landing page or your Face
book page, consider the fact that your presence online might be the very first impression that
people have of you. How much more then do you want that impression to be the best? From a
content perspective, the words on the page really have to say something. Bring meaning, and

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resonate like you live in their closet. When you know your market and whom you serve, it is
easier to say exactly the right things that draw them in. Do not skimp on your image. Invest
like you did on that first date. Remember how upset you got because those five hairs were out
of place and would not get in line? That passion is what is needed to build a great presence.

Visibility

A great presence doesn’t make you visible. People need to know that you are out there. This
often gets neglected. In talking with our friends at EBWAY, we learned that their number one
complaint from their clients is that their website doesn’t do anything. We have heard similar
stories from Matt Weeden MWDWeb and Rob Riggs at YDO.

It is work to get in front of folks. Blogging is a great example. The more blog posts you write
the more indexed pages that Google creates. This really makes you visible. Also, do not
neglect SEO. Yes, it takes a while, but it pays off in building your brand. It’s a must have.
Many people are still trying to figure out how to use Social Media, and the bottom line is that
you simply have to roll up your sleeves and commit.

Sales

Revenue must be there, right? It is amazing how many people do not enter into online
marketing with a plan for growing sales from their efforts. Even establishing goals would be
helpful. Once you set your basic objectives, you can develop a solid plan that includes critical
milestones, the timeframes associated with those milestones and how you plan on achieving it
all. This will help control your spend and allow you to throttle up or down your online
marketing efforts.The Internet is a great tool for building that trust, because it has a wide
reach and allows you to directly connect with individuals. Social media is particularly useful
when building a brand, because it allows companies to create and post with a more personal
feel.

Increase Revenues

The primary goal of any marketing strategy is ultimately to increase revenue, and Internet
marketing is no exception. Thankfully, the Internet provides plenty of opportunities for every
business to improve their bottom line.

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By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your
company can improve the chances that potential customers find you online. And with
strategies like content marketing and social media marketing, you can position yourself as an
expert in your field who also cares about your clients.

Build A Brand

Internet marketing objectives often include building a brand. This means not only
establishing your logo and company name in the minds of consumers, but also what your
company stands for. Well-known brands are typically trusted more by customers, especially
when paired with positive associations. The Internet is a great tool for building that trust,
because it has a wide reach and allows you to directly connect with individuals.
Social media is particularly useful when building a brand, because it allows companies to
create and post with a more personal feel. Organizations have discovered that this kind of
brand-building can be fostered by the use of social media channels such as Face book,
Twitter, Instagram and Interest. In addition to organic posts on these sites, companies can
build brand recognition by paying for advertisements and placements. This takes patience on
the part of the organizational leaders, because trust and loyalty are developed over many
months, and sometimes years. The key is to stay focused on the results.

Improve Local SEO

Many small businesses, as well as companies focused on increasing sales in specific

geographic region, focus much of their marketing efforts on improving their local SEO. This
means optimizing various elements on their sites in order to attract local customers who are
looking for the services they provide.

Although the number of searches that include both your industry and your town or city is
undoubtedly lower than those that just specify a product or business type, those searches tend
to generate much more qualified traffic. If a user is already looking for businesses where you
are, chances are high that they’ll be willing to come to your physical location.

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EXPLORATORY RESEARCH DESIGN
Exploratory research study is also termed as formative research studies. The main purpose of
such study is that of formulating a problem for more precise investigation orof developing a
working hypothesis from an operational point of view. The major emphasis of such studies is
of the developing of discovery of idea and insight.

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
Refers to the technique to the procedure adopted in selecting items for the sampling designs
are as below:
Types of research study (pending)

SAMPLE SIZE:
The substantial portions of the target customer that are sampled to achieve reliable
result are 100.
Universe
Online Shoppersof India

SAMPLING METHOD:
 Non-probability sampling method : Convience Sampling
SAMPLE TECHNIQUE:
 Percentage analysis

 Tabulation

 Graphical

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  Average mean

DATA COLLECTION
The study was conducted by the means of personal interview with respondents and the
Information given by them were directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.

There are two types of data, this are-

 Primary Data

 Secondary data

COLLECTION TECHNIQUE:

 Primary Data

Questionnaire method

 Secondary Data

 Books

 Journal

 Website

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DATA ANALYSIS AND INTERPRETATION
1. Last time made a purchase over the internet.The study was conducted by the means of
personal interview with respondents and the information given by them were directly
recorded on questionnaire.For the purpose of analyzing the data it is necessary to collect the
vital information.

Interpretation
According to survey Last time made a purchase over the internet
9 respondent says that
last week,17 says last 15days,34says last month and 40 says last year. Items have you
purchase on the internet.The study was conducted by the means of personal interview with

32
respondents and the information given by them were directly recorded on questionnaire. For
the purpose of analyzing the data it is necessary to collect the vital information.

Interpretation
According to survey 80% respondent has purchased ticket while 8% preferred clothing. Other
like Books 10%, Video games 25%, electronic equipment18%Computer& software12% and
music 20%.

3. Mode of payment

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Interpretation
According to survey 27 respondents make payment through Credit cards, 10 Debit cards, 8
Online Bank transfer and 55 online cash payment out of 100.

Factor affecting online shopping:

4. Information about product and Services

Average Score of respondent = (10*1+16*2+3*18+4*24+5*32)/100=352/100=3.52

34
Interpretation
According to all score, it can be interpreted that information about product and service is a
Important factor while using online shopping.

5. Time saving

Average Score of respondent = 350/100 =3.50(same as early calculate)

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Interpretation
According to this score, it can be interpreted that time saving can be consider as an important
factor while using online shopping. The study was conducted by the means of personal
interview with respondents and the
Information given by them was directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.
6. Convenience

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Interpretation
BumAccording to this score, it can be interpreted that convenience in online shopping is an
importantfactor.The study was conducted by the means of personal interview with
respondents and the information given by them were directly recorded on questionnaire.For
the purpose of analyzing the data it is necessary to collect the vital information.

6. Delivery time and mode of payment

37
Interpretation
According to this score, it can be interpreted that Delivery time And mode of payment in
online shopping is an important factor

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Presentation of the Findings and discussion
The main research question that guided the study was as follows: How can small business
owners develop and implement a successful Internet marketing strategy? I used semi-
structured interviews to gain an understanding of how small business owners developed and
implemented an Internet marketing strategy. In addition to semi-structured interviews, I
reviewed companies’ online marketing presence such as social media pages, company
website and search engine rankings. I also evaluated their online marketing materials such as
ads and email templates as well as web analytics. I scheduled the 62 interviews in
participants’ places of business in a private meeting room. Interviews lasted approximately
60 minutes. Following the compilation and analysis of data collected through semi-structured
interviews and a review of company documents, five themes emerged. The five main themes
encompassed, (a) unstructured planning, (b) limited Internet marketing knowledge and
expertise, (c) use of Internet marketing channels and tools, (d) lack of systematic approach to
the management of Internet marketing, and (e) inadequate measurement of Internet marketing
efforts. I will provide an overview of each case before describing the five themes. Each small
business evaluated in this study operated in a different industry, had varied Internet marketing
goals, and possessed distinct resources. The case overviews include description of the
business, owner’s experience, target audience, Internet marketing goal, marketing budget,
channel mix, management of online marketing, Internet marketing tools, and Internet
marketing performance. The conceptual framework of this research project was RBV. RBV
helps to understand how firms leverage their investments in online marketing to develop
capabilities that are valued, rare, inimitable and non-substitutable (Barney, 1991). Internet
marketing capabilities and resources can provide a competitive advantage to the firm and
positively influence the firm’s performance. I will discuss the findings as they relate to the
conceptual framework and the presentation of the emergent themes.

39
CONCLUSION

 The most preferred product of online buying is travelling tickets and clothing remains
the least preferred choice of online shoppers.

 Among the payment options, Payment on delivery through cash in the safest choice of
payment, while credit card are next preferred choice, online bank transfer is least
preference choice.

 Online shoppers seek for clear information about product and service, timesaving,
convenience, security and delivery on time are all important factor for online
shopping. The offers with punch lines “Attractive offers” do not attract online
shoppers.

 Most of the consumers who have experienced online shopping are very satisfied.

40
LIMITATIONS AND SUGGESTIONS

 Consumers should be educated on online shopping procedures with proper stepsto be

following while online shopping.

 Transactions should be safe and proper security should be assured to the people
making online purchases.

 Government should play a pivotal role in encouraging online shopping

 E-marketers must give a thought to secure, time saving, information about product
and services factors when they design there online product strategy.

 The study highlights that convenience, accessibility, scope, attraction, reliability,

experience and clarity are the important factors considered by the online shopper.

 Usage of internet includes the consumer’s purchase of product as well as theconsumer

intention to secure for product related information while experiencing the new
technology.

 Banking should promote Debit card, Credit card facility in online shopping.

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IMPICATION OF THE STUDY
Hypothesis of study
In this highly competitive world, it is not only the quality of the product or service but also
effective utilization of online marketing channels is very important. To satisfy the growing
demands of consumers, to increase sales, retain existing customers through online marketing,
following Digital strategies and consultancy services plays major role :

Display advertising:
Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads' effect.
Web banner advertising:
Web banners or banner ads typically are graphical ads displayed within a web page. Banner
ads can use rich media to incorporate video, audio, animations, buttons, forms, or other
interactive elements using Java applets, HTML5, Adobe Flash, and other programs.Search
Engine Optimization, or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms. Search engines
regularly update their algorithms to penalize poor quality sites that try to game their rankings,
making optimization a moving target for advertisers. Many vendors offer SEO services.

Frame ad (traditional banner) :

Frame ads were the first form of web banners. The colloquial usage of "banner ads" often
refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a
particular space on the web page.
Pop-ups/pop-under:
A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website
visitor's initial browser window.

Floating ad:

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A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive
after a preset time period.

Expanding ad:
An expanding ad is a rich media frame ad that changes dimensions upon a predefined
condition, such as a preset amount of time a visitor spends on a webpage, the user's click on
the ad, or the user's mouse movement over the ad Expanding ads allows advertisers to fit
more information into a restricted ad space. The study was conducted by the means of
personal interview with respondents and the information given by they were directly recorded
on questionnaire. For the purpose of analyzing the data it is necessary to collect the vital
information

Interstitial ad:
An interstitial ad displays before a user can access requested content, sometimes while the
user is waiting for the content to load. Interstitial ads are a form of interruption marketing.

Text ads:
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web
page's primary content, or they can be embedded by hyper linking individual words or
phrases to advertiser's websites. Text ads may also be delivered through email marketing or
text message marketing. or the user's mouse movement over the ad Expanding ads allow
advertisers to fit more information into a restricted ad space.

Search Engine Marketing (SEM):

Search Engine Marketing, or SEM, is designed to increase a website's visibility in search
engine results pages (SERPs). Search engines provide sponsored results and organic (non-
sponsored) results based on a web searcher's query. Search engines often employ visual cues
to differentiate sponsored results from organic results. Search engine marketing includes all
of an advertiser's actions to make a website's listing more prominent for topical keywords.

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Search Engine Optimization (SEO):
Search Engine Optimization, or SEO, attempts to improve a website's organic search
rankings in SERPs by increasing the website content's relevance to search terms. Search
engines regularly update their algorithms to penalize poor quality sites that try to game their
rankings, making optimization a moving target for advertisers. Many vendors offer SEO
services.

Sponsored search:
Sponsored search (also called sponsored links or search ads) allows advertisers to be included
in the sponsored results of a search for selected keywords. Search ads are often sold via real-
time auctions, where advertisers bid on keywords. The study was conducted by the means of
personal interview with respondents and the information given by them were directly
recorded on questionnaire. For the purpose of analyzing the data it is necessary to collect the
vital information.
Mobile Advertising:

Mobile advertising is ad copy delivered through wireless mobile devices such as smart
phones, feature phones, or tablet computers. Mobile advertising may take the form of static or
rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging
Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile
applications or games (such as interstitial ads, “averaging,” or application sponsorship).
Search Engine Optimization, or SEO, attempts to improve a website's organic search
rankings in SERPs by increasing the website content's relevance to search terms. Search
engines regularly update their algorithms to penalize poor quality sites that try to game their
rankings, making optimization a moving target for advertisers. Many vendors offer SEO
services.

Email Advertising:
Email advertising is ad copy comprising an entire email or a portion of an email message.
Email marketing may be unsolicited, in which case the sender may give the recipient an
option to opt-out of future emails, or it may be sent with the recipient's prior consent (opt-in).

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Benefits of Online marketing:
Internet gives you a wide access of your potential customers. It has been estimated that a
couple of billion people around the world use the Internet, and more are becoming aware of
Internet with each passing day. So, marketing your business to such a large group of people is
only possible through Internet

 Internet is the only medium that is able to cross geographic and national boundaries.

 The cost of promoting your business on the Internet is cheaper than other mediums of
marketing. This makes it easy for small and mid-sized businesses to advertise their
products.

 Internet allows the ability to stay connected with customers on a real-time basis. If
any discount going on, then it is easier to send an email to customers and they can buy
the product instantly. Internet also allows to send multiple messages at the same time,
which saves the tedious task of sending a newsletter to every client.

 Internet marketing facilitates an instant feedback from the customers. Customers can
share about their experience after using the product.

 Internet marketing saves a lot of time and effort. Instead of having a customer service
representative to answer the queries of customers, one can put all the information
about the product or service on the Internet so that customers can go through it. The
most common way of doing it is to have a section dedicated to frequently asked
questions (FAQs) about the product so that customers get all the required information
about the product or the service.

 Internet marketing allows your business to be available 24/7, which means increased
sales and profits.

Data Collection:
Data collection means to a purposive gathering of information relevant to the subject matter
of the study from the units under research. Primary data are empirical observations gathered

45
by the researcher or his associates for the first time for any research and used by them in
statistical analysis. There are several methods of collecting primary data particularly in
descriptive researches.

 Telephone enquiries

 Postal/mail questionnaire

 Personal interviewing

 Panel research

 Special survey techniques

Telephonic inquiries and mailing questionnaires are the best’s method for gathering quickly
needed information at the cheapest way.
Secondary Data:
Secondary Data is the data collected by others in the past and used by others. It may be
either being published or unpublished data. It includes the following:
1. Various publications of central, state and local governments.
2. Various publications of foreign governments or international bodies.
3. Technical and trade journals
4. Books, magazines, and new paper.
5. Reports prepared by research scholars, university economists etc.

Below section describes the World’s leading E-commerce /online shop

platform :

AlibabaGroup:
Alibaba Group Holding Limited is a Chinese e-commerce company that provides consumer-
to-consumer, business-to-consumer and business-to-business sales services via web portals. It
also provides electronic payment services, a shopping search engine and data-centric cloud
computing services.

46
Alibaba has been the most dominant retailer in the world, generating more gross merchandise
volume (GMV) than Amazon.com and eBay combined. Its online sales & profits surpassed
all US retailers (including Wal-Mart, Amazon and eBay) combined in 2015.[9] It has been
expanding into media and entertainment industry, with revenues rising 3-digit percents year
on year.

Alibaba
Global Online Retail Portal

Amazon:Amazon.com, also called Amazon, is an American electronic commerce and cloud

computing company that was founded on July 5, 1994, by Jeff Bezos and is based in Seattle,
Washington. It is the largest Internet-based retailer in the world by total sales and market
capitalization. Amazon.com started as an online bookstore, later diversifying to sell DVDs,
Blue-rays, CDs, video downloads/streaming, MP3 downloads/streaming, audio book
downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and
jewelry. The company also produces consumer electronics—notably, Kindle e-readers, Fire
tablets, Fire TV, and Echo—and is the world's largest provider of cloud infrastructure
services (IaaS and PaaS).Amazon also sells certain low-end products like USB cables under
its in-house brand AmazonBasics.Amazon has separate retail websites for the United States,
the United Kingdom and Ireland, France, Canada, Germany, Italy, Spain, Netherlands,
Australia, Brazil, Japan, China, India, and Mexico. Amazon also offers international shipping
to certain other countries for some of its products. In 2016, Dutch, Polish, and Turkish
language versions of the German Amazon website were launched

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Amazon.com

Ebay

EBay Inc. is a multinational e-commerce corporation, facilitating online consumer-to-

consumer and business-to-consumer sales. It is headquartered in San Jose, California. eBay
was founded by Pierre Omidyar in 1995, and became a notable success story of the dot-com
bubble.

48
Above are the great examples of an efficient marketing of products digitally.

Today it is a multibillion-dollar business with operations in about 30 countries .The company

manages eBay.com, an online auction and shopping website in which people and businesses
buy and sell a broad variety of goods and services worldwide

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LIMITATIONS OF RESEARCH

 People were not ready to fill in the questionnaire

 Many of the surveyed people did not reply all the questions.

 The time period given for study was very limited.

 The sample size was very small which is may not represent the entire population

 of Indian women.

 Many of the people did not even know the working of a computer

REFFERENCE
A) BIBLIOGRAPHY:

 Book: The Art of Digital Marketing by IAN DODSON

 Book: Digital Marketing by VANDANA AHUJA

 WILLIAM G. ZIKMUND,(Business research method) , published by THOMSON,

SOUTH WESTERN, 2006 , 5TH EDITION.

 S.A. CHUNAWALA , (Foundation of advertising), Himalaya publishing house , 2008

7th edition

 The Michael Jordan phenomena, journal of advertising research. Indian streams

research journal- Dr. G.l.pedhiwal.

B) WEBLIOGRAPHY

50
www.wikipedia.com

www.techopedia.com,

www.webopedia.com

www.flipkart .com

www.facebook.com

www.snapdeal.com

www.naaptol.com

www.limeroad.com

AAPPENDIX
RESEARCH QUESTIONNAIRE

Respondent’s details
Name: ______________________________________(optional)

Gender: Male ( ) Female ( )

Occupation:
Student ( )
Service ( )
Self employed ( )
Age: Between 18 to 25 ( )
Between 25 to 35 ( )
Between 35 to 45 ( )
Contact detail ;_________________________________(optional)
(Please tick √ in the box besides option/s matching your response)

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Q1.Which of these websites have you already used or visited?
(Several answers possible)
*For the Respondent - The different possible answer choices are presented in random
order.
Amazon
eBay
ebuyer
I have never used or visited any of these websites
*Filter forwarding to the associated page :
If the respondent has never used or visited Amazon, the respondent is forwarded to
the conclusion
*Next step for the respondent : Next Page
2. Page 1
Back to summary
This short survey looks at a number of questions which are mainly related to people's
online shopping experiences. Please complete it in full for your submission to be
valid.
Q2.Where do you mostly use the Internet?
At home
At work
Other, please specify:
Q3.What is your main purpose for using the Internet?
Shopping
Work
Education
Hobby
Q4.How much do you spend on average for Retail shopping per month in GBP (High
Street / Malls etc)?
£0 - £30
£30 - £90
£90 - £120
£120 +
*Next step for the respondent : Next Page
3. Page 2

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Back to summary
Q5.How much do you spend on Online shopping per month in GBP (Website
Shopping)?
I never buy online
£0 - £30
£30 – 90
£90 - £120
£120 +
*Filter forwarding to the associated page :
If the respondent never buys online, the respondent is forwarded to page 4
*Next step for the respondent : Page 5
4. Page 3
Back to summary
Q6.What is the reason you have never bought online?

*Next step for the respondent : Next Page

5. Page 4
Back to summary
Q7.How would you rate your Internet connection?
Bad
Good
Very good
Excellent
Q8.What type of Internet Connection do you use?
Broadband
Dial-up
Mobile devices
Other, please specify:
Q9.What is your favourite E-commerce website? and Why?

Q10.How often do you visit www.amazon.co.uk?

Daily
Weekly
Monthly

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Annually

54