An Analysis of Effectiveness On Digital Marketing Strategies

TOPIC NAME
AN ANALYSIS OF EFFECTIVENESS ON DIGITAL

MARKETING STRATEGIES
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TABLE OF CONTENT
PARTICULARS PAGE NUMBER
INTRODUCTION 05
OBJECTIVE AND SCOPE 07
COMPANY PROFILE 09
THEROTICAL PRESPECTIVE 15
METHODOLOGY 17
ANALYSIS 34
RESULTS 47
RECOMMANDATION 56
CONCLUSION 56
SUMMARY 57
APPENDIX 58
REFERENCE 59
INTRODUCTION
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Digital marketing is the promotion of goods or services through the use of digital media, such
as the Internet, cell phones, display ads, and every other digital medium. Philip Kotler,
known as the "Father of Modern Marketing" and author of more than 60 marketing books,
teaches us valuable lessons that we can apply to our digital strategy. The beginnings of digital
marketing can be traced back to the 1980s. This was a period where technological
developments were occurring, allowing the computer system to evolve to the point that it
could store customer information. The first personal computer was released by IBM in 1981,
and by 1989, the storage capacity of the computers had risen to 100 MB. We had Traditional
Marketing before Digital Marketing, which is a traditional form of marketing that uses
different offline ads and promotional strategies to reach out to a semi-targeted audience.
Although the methods have changed over the years, the fundamental aspects have remained
the same. Traditional marketing paved the way for digital marketing to emerge. All marketing
campaigns that use an electronic device or the internet are referred to as digital marketing. To
communicate with current and potential customers, businesses use digital platforms such as
search engines, social media, email, and other websites. Digital marketing is described as the
use of a variety of digital strategies and platforms to communicate with customers who spend
a significant amount of time online. Digital marketing comes in a variety of forms. Search
Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing
(SMM), Marketing, Email Marketing, Online Advertising, Landing Page Marketing,
Smartphone marketing, Affiliate Marketing, Viral marketing and Content Marketing are all
discussed here. Digital marketing is a form of marketing that is commonly used to promote
products or services and reach out to customers through digital channels. Smart phones,
social media marketing, display ads, search engine marketing, and a variety of other digital
media are all included. Digital marketing may provide value in the form of customer time,
interest, and advocacy. Traditional marketing concepts are built on and adopted by digital
marketing techniques, which take advantage of the opportunities and challenges presented by
the digital medium.
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Figure 1: Share of respondents
For businesses to succeed, online advertisement is a powerful marketing vehicle for creating
brands and rising traffic (Song, 2001). Expectations in terms of generating performance and
evaluating success for ad dollars expended, digital marketing is more cost-effective for
calculating advertising ROI. Digital marketing has supplanted traditional advertisement and
marketing strategies. Furthermore, it is so strong that it has the potential to help the economy
recover and provide enormous opportunities for governments to operate more efficiently
(Munshi, 2012). Firms in Singapore have put digital marketing tools to the test to see if they
are successful and useful in achieving results. Teo (Teo, 2005) More specifically, digital
marketing has evolved as a result of rapid technological advancements and shifting market
dynamics (Mort, Sullivan, Drennan, Judy, 2002). Digital content such as usability,
navigation, and speed are described as key characteristics for marketing in order for digital
marketing to produce results for businesses (Kanttila, 2004). The use of word-of-mouth
WOM on social media and for making the web famous is another tried and tested method for
achieving success through digital marketing (Trusov, 2009). WOM is also associated with
Adding new members and rising website traffic, which improves marketing exposure. An
out-of-the-ordinary case of social media Facebook has provided companies with new
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marketing tools by allowing them to connect with millions of people about their goods and
services. Marketing professionals must have a thorough understanding of online social
marketing strategies and services, as well as how to use success assessment metrics
effectively. As the consumer dynamics in relation to the young audience's access to and use
of social media change across the world. Strategic convergence techniques must be used in an
organization's marketing communications. For companies, the Internet is the most effective
tool available (Yannopoulos, 2011). Since the Internet is changing the brand, pricing,
delivery, and promotion approach, marketing managers who fail to recognise the role of the
Internet in their company marketing strategy will be at a disadvantage.
OBJECTIVE AND SCOPE
1) Objective:
 To demonstrate the various elements of digital marketing;
 To concentrate on the fundamental comparison between conventional and digital
marketing;
 To explore the impact of various modes of digital marketing on the firm's revenues
and other activities;
 To demonstrate the various benefits of digital marketing to consumers.
2) Scope:
• How to Become a Pro Blogger
• Make money by affiliate marketing and AdSense
• Begin Offering Freelance Services
• Open your own firm
• Start a YouTube channel
• Begin your drop-shipping company
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LITERATUTRE REVIEW
Digital marketing, according to Hoge (1993), is the transition of products or services from a
seller to a buyer using one or more electronic methods or media. It all started in the
nineteenth century with the use of telegraphs. Electronic media has been the dominant
marketing force since the invention and widespread adoption of the telephone, radio,
television, and then cable television. McDonald's uses the internet to reinforce brand
messages and build relationships with customers. They've created online communities for
kids, such as the Happy Meal website, which features educational and fun games to keep
customers connected (Rowley 2004). Reinartz and Kumar (2003) discovered that a
company's amount of mailing efforts is positively related to its profitability over time. The
key benefits of digital media marketing are cost savings and increased scope. Digital media
has a lower cost than other marketing channels such as face-to-face sales or sales by
middlemen or distributors. The key benefit of digital media is that it allows businesses to
expand their scope while lowering costs (Watson et al. 2002; Sheth & Sharma 2005). Digital
media marketing, according to Chaffey (2011), entails "encouraging consumer
communications on the company's own website or through its social presence." Digital
marketing, electronic marketing, e-marketing, and Internet marketing are all words that apply
to "marketing online, whether by blogs, online advertising, opt-in emails, interactive kiosks,
interactive TV, or mobile phones." (Chapter). Customer information satisfaction (CIS) for
digital marketing, according to Giese and Gote (2000), can be described as a sum of affective
responses of varying intensity that occur after consumption and are triggered by focal aspects
of sales activities, information systems (websites), digital products/services, customer care,
after-sales service, and company culture. Many Asian countries, according to Waghmare
(2012), are taking advantage of e-commerce by opening up, which is critical for fostering
competition and the spread of Internet technologies.
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COMPANY PROFILE
Gyl Digital Solution Private Limited is an unlisted private company incorporated on 16 June,
2020. It is classified as a private limited company and is located in , Maharashtra. It's
authorized share capital is INR 40,000.00 and the total paid-up capital is INR 40,000.00.
The current status of Gyl Digital Solution Private Limited is - Active. Details of the last
annual general meeting of Gyl Digital Solution Private Limited are not available. The
company is yet to submit its first full-year financial statements to the registrar. Gyl Digital
Solution Private Limited has two directors - Anmol Kamalakanti Debnath and Kuber
Jayswal. SEO, SEM, SMO, SMM, and Online Reputation Management are among the digital
marketing services provided by the company. It is responsible for a company's entire online
digital presence. They've been assisting in the creation of online brands as well as the shaping
of the internet. Planning, designing, optimization, budgeting, maintenance, evaluation, and
timely reporting are also part of the company's work process. They guarantee that their
clients' online presence will not only boost their search engine rankings, but will also raise
sales revenue.
Software Publishing; Consultancy And Supply software Publishing includes Production;

Supply and Documentation of Ready-made (non-customized) Software; Operating Systems
Software; Business and Other Applications Software; Computer Games Software for all
Platforms. Consultancy Includes Providing the Best Solution IN the Form of Custom
Software after Analyzing the User’s Needs And Problems. Custom Software also includes
Made-to-order Software Based on orders from Specific Users. Also Included are Writing of
Software of any kind Following Directives of the Users; Software Maintenance; Web-page
Design. The company's goal is for clients to take advantage of digital marketing, which
allows them to extend their business across a wider region and earn a higher return on
investment than conventional marketing methods.
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2. WHY DIGITAL MARKETING?
A flourishing business is one that is expanding. Its revenue is growing at a breakneck rate.
Employees are pleased, and the owner is ecstatic. It's satisfying to be in control of a growing
business. In today's world, the position of digital marketing is absolutely critical for business
development. Are you taking advantage of the Internet and using online marketing tactics to
promote your company? Let us help you make sense of the world of digital marketing.
Digital marketing, according to HubSpot, is any marketing campaign that uses the Internet or
an electronic device. Digital marketing refers to any marketing that takes place online. Over
the last few years, digital marketing has become increasingly common. There's a simple
explanation for this: the whole planet is now online. According to Technology Review, the
average American spent 9.4 hours online in 2000. Most people now spend 24 hours a week
on the Internet, the majority of which is spent on their smartphones. Internet use is can, and
as a business owner, you must capitalise on this trend. Or you'll be left behind if you don't
understand the importance of digital marketing in your business. You probably don't have
much resources, time, or manpower to invest in conventional marketing strategies if you have
a small business or a startup. But that's fine! You don't need a large facility with hundreds of
employees. All you need is a straightforward but effective digital marketing plan.
SWOT ANALYSIS
Strengths
• Personalized and interactive channel

• Provides opportunity of one to one communication with customer
• Direct access to customer anytime anywhere same time
• Very high selectivity, because it can be presented to individuals
• Broader customer reaches with 3.5 billion mobile subscribers worldwide • Boom
in the Smartphone and internet capability
Weaknesses
• Not very user friendly mainly because of screen size, keypad and slow network
speed
• Minimal standardization across platforms.
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• Outreach to agencies and media –buyers is limited
• Fate depends upon the mobile network operator and their effort for faster net
speed
• Perception problem, underestimation of the effectiveness of mobile marketing
Opportunities
• Provide possibility of mobile loyalty programs to complement the other marketing

efforts
• Effectiveness of mobile marketing is measurable compare to TV and newspapers
• Mobile marketing subsidizes content and services for consumers who understand the
benefits
• As publishers are lunching mobile additions which results into more quality content
and more room for targeted ads
Threats
• Consumer laziness and resistance to change

• Sometimes consumers take mobile marketing as spamming and do not take is
positively
• It creates secrecy related concerns for consumers
• Legislation to enforce consumer privacy
• Carriers are increasing the delivery fees
Why Is Digital Marketing So Important?
Our culture has become so reliant on digital media that everyone can access a wealth of
information at any time and from any place. It is becoming a more common source of a
variety of items, including news, entertainment, shopping, social interaction, and so on. Prior
to the invention of such technologies, marketing communication consisted of sending
consumers messages about your goods or services. Only the information you wanted them to
know will be included in this post. Things have changed since then. The contact between
sellers and buyers—and even buyers between themselves—is at the heart of marketing.
Consumers are also aware of not only what buyers tell them or what a company says about its
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products, but also what other people are thinking about the product or brand, thanks to the
power of digital marketing. Any interaction about a brand that occurs among friends, family,
colleagues, or even fellow consumers is crucial. Since people are more inclined to believe
such experiences rather than the organisation itself, this is the case. . Consumers trust brands
more when they seek a second opinion. Digital advertising has given consumers a power
they've never had before: the opportunity to study what they want and then make choices
based on more detail than ever before.
Another benefit of digital media is that it has made it easier to communicate with product or
service providers. This helps brands to become more tailored, appropriate, and customised to
the needs of their customers. Another way to see or assess the significance of digital
marketing is to consider it as something that is just getting started. Digital marketing is still
on the rise, as shown by the past trends and statistics I listed earlier in the chapter, and it
appears that it will continue to do so. Digital marketing is the future of conventional
marketing. Managing and monitoring more forms of audience interactions than just email and
messages is key to success. These can be summarised in the Five D's that an organisation
must consider when evaluating customer interactions:
i) Customer Interaction Systems: These are the devices that consumers use to
communicate with companies. Smartphones and tablets, as well as desktop
computers, televisions, and gaming consoles, are all examples.
ii) Digital Platforms: These are spaces that can be reached using digital devices and
where interactions can occur, such as Facebook, Google, and Twitter, among
others.
iii) Digital Media: Digital media refers to platforms for reaching and engaging
customers through ads, promotions, and social media that are either paid, owned,
or received.
iv) Digital Data: This refers to all of the information and statistics gathered by
businesses through online interactions. Many of these, such as audience profiles
and interaction patterns, are controlled by law in most countries.
v) Digital technology is the technology that businesses use to create interactive
experiences for customers as they visit websites, applications, or even in-store
kiosks.
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Why do you need to build an online presence?
Make it easier for potential customers to find you by doing the following:
In the digital world, there is already an ocean of potential customers. They tend to look for
companies that have already developed themselves in the region.By making the transition to
the online world, you will be making it simpler for millions of potential customers who just
need to find you.
i) Make showcasing your goods and services easier:
Rather than displaying a company's goods or services in specific places such as

showrooms or stores, all of it can now be achieved virtually, making it much simpler for
everyone. Your website or social media page can be used to promote your goods and
services. This can benefit you in two ways: it can increase interest in your company's
products and make it easier for customers to interact with you.
ii) Make it easier for customers and prospective customers to form relationships:
Once you're online, you'll notice that it's easier to form and maintain relationships
because it'll be easier and less expensive for both of you to stay in touch, share your new
product lines, and get feedback on your items. There will be no significant time delays,
nor will it necessitate several trips to engage with customers.
iii) Make it easier to promote your company:
It will also be much easier to market your company and brand because you will only have
to focus your attention on one room rather than several spaces. Because the majority of
the audience is online these days, the findings would be more effective.
A digital marketing agency will help you do just that, by helping you develop your online
presence in a way that takes advantage of all of the features and opportunities available on the
internet. Essentially, the type of company you run and the opportunities it can create will be
combined with the opportunities offered by the online world. You must migrate your
company to the digital world and integrate the physical and digital aspects of your company
so that everything works together. This can be accomplished in a variety of ways. Every one
will be discussed with you by a good digital marketing agency. With this in mind, we'll go
through the different methods or measures that will be required to establish your company's
online presence.
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MARKETING
"Marketing" is described by Philip Kotler as "satisfying needs and wants through an

exchange mechanism."
The marketing concepts can be broken down into four Ps: positioning, positioning,
positioning, positioning, positioning, positioning, positioning, positioning, positioning,
positioning, positioning, positioning, positioning
• Product: Choices, quality, design, features, packaging, and other related services are all
included in the product.
• Cost: This includes the list price, the marked price, discounts, delivery rates, and the prices
of rivals.
Figure 2: World Internet users by World regions
• Location: Distribution networks, forums, blogs, and other online presences, as well as
physical locations, inventory, and delivery, are all included.
• Publicity: Branding, content marketing, advertisement, quest, influencer relations, social
media, public relations, and sales are all included.The marketing communication blend is a
combination of advertisement, personal selling, sales promotion, public relations, and direct
marketing that an organisation employs to achieve its advertising marketing goals.
• Advertising: Any nonpersonal introduction and promotion of ideas, products, or services by
a named sponsor for a fee.
•Promotion of Sales: Incentives that are provided for a limited time to promote the purchase
or selling of a product or service.
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•Selling one-on-one: The firm's sales team gives a personal presentation in order to close
sales and create customer relationships.
• Relationship with the Public: Establish positive relationships with the company's various
stakeholders by gaining favourable coverage, establishing a positive "corporate image," and
managing or avoiding negative rumours, reports, and events.
• Direct marketing (also known as direct response marketing) is a Direct contact with
carefully selected individual consumers to obtain a quick response and establish a long-term
customer relationship
THEORETICAL PERSPECTIVE
Traditional Marketing versus Digital Marketing
Traditional marketing is the most well-known form of advertising. Traditional marketing is a

non-digital method of promoting a company's goods or services. Digital marketing, on the
other hand, is the promotion of goods or services through the use of digital platforms to meet
customers.
Promotional efforts made via the Internet, social media, mobile phones, electronic billboards,
as well as digital television and radio networks, could all be used as part of a company's
digital marketing strategy. Digital marketing is a subset of conventional marketing that
employs new digital media for product placement, such as downloadable music and video,
primarily for informing stakeholders, such as consumers and investors, about the brand,
products, and success of the business. The transformation of the industry and marketing
practise is the most fascinating outcome of the technological explosion and quick access to it
by customers. Today's customer is an empowered consumer who has complete control over
the interactive online media, content, and communication process. Traditional marketing
tools and communication are losing their effectiveness, and customers have no faith in
companies. Marketers are constantly being forced to work in a diverse and changing
environment where they no longer have complete influence over the media and the message
due to technological advancements. Customer behaviour is evolving as well: customers are
becoming more critical, smart, well-informed, and responsive than ever before. Today's and
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tomorrow's marketers will need new knowledge, skills, and methods not just to grasp the
changing and technology-enabled marketing world, but also to comprehend and communicate
with the new consumer. Marketers face new threats and opportunities as marketing becomes
increasingly digital, thanks to ongoing technological advancements: Mobile marketing,
Internet of Things, Analytics, Big Data, 3D printing, cloud computing, Artificial Intelligence,
and Consumer Neuroscience / Neuro marketing are only a few of the most fascinating and
daunting domains where potential marketers will be forced to excel. With the ultra-rapid
growth of new technologies and social media, keeping track of those innovations and using
them effectively is a huge challenge. That is why the author felt compelled to include it in
this review.
The following are some comparisons:
Traditional Marketing Digital Marketing

Traditional marketing includes print, Digital marketing includes online advertising,
broadcast, direct mail, and telephone email marketing, social media, text
messaging, affiliate
marketing, search engine optimization, pay per
click
No interaction with the audience Interaction with the audience
Results are easy to measure Results are to a great extent easy to measure
Advertising campaigns are planned over a Advertising campaigns are planned over
long short
period of time period of time

Expensive and time-consuming process Reasonably cheap and rapid way to promote
the
products or services
Success of traditional marketing strategies can Success of digital marketing strategies can be
be celebrated if the firm can reach large local celebrated if the firm can reach some specific
audience number of local audience
One campaign prevails for a long time Campaigns can be easily changed with ease and
innovations can be introduced within any
campaign
Limited reach to the customer due to limited Wider reach to the customer because of the use
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number of customer technology of
various customers technology
24/7 year-round exposure is not possible 24/7 year-round exposure is possible
No ability to go viral Ability to go viral
One way conversation Two ways conversation
Responses can only occur during work hours Response or feedback can occur anytime
METHODOLOGY
Methodology is the systematic and theoretical examination of methods in order to determine

the suitability of one method for use in a particular field of study. Concepts including
paradigm, theoretical model, stages, and quantitative or qualitative techniques are often
included. This research utilises both primary and secondary data sources.
i) Primary Sources:
A primary source is a place where we get first-hand knowledge or original data about a topic.
The primary data was collected using an interview methodology and a standardised
questionnaire.
ii) Secondary Sources:
A secondary source is a place where we gather information that has already been gathered by
someone else. We gathered secondary data from the firms' released financial statements, as
well as newspaper and magazine posts. We randomly selected 150 businesses that use a
digital marketing system to sell their goods to consumers for the purpose of this analysis. In
addition, we gathered information from 50 executives from the survey and other companies
to learn about their perspectives on the efficacy of digital marketing. Various statistical
methods and techniques were used to coordinate, describe, and interpret the collected data
and knowledge. The findings of this analysis are presented in a descriptive and analytical
manner. With the ultra-rapid growth of new technologies and social media, keeping track of
those innovations and using them effectively is a huge challenge. That is why the author felt
compelled to include it in this review.
Selection of topic
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Selection of research methods
Figure 3: Research methods

Qualitative and Quantitative
(Secondary data)
This research utilises both primary and secondary data sources. This research paper employed
three different methods of investigation. First, reviews of articles and books on digital
marketing effectiveness, social media ROI, online marketing, and social media marketing
demographics, which provide basic information to further understanding of these issues.
Furthermore, a study of one hundred companies and fifty executives was chosen at random to
demonstrate the efficacy of digital marketing. Exploratory research is intended to encourage
Supporting
Qualitative and Quantitative (Observation and Analysis) Qualitative
an investigator to simply look around in relation to a phenomenon in order
(Analysis of document and to generate
materials)
potentially useful ideas (Reynolds, 1971). This is an exploratory research that involves
quantitative and qualitative review.
Data was collected on an all-India basis for the purpose of this study (critical review). For the
purpose of preparing this document, secondary data and knowledge were extensively
Answersdata
analysed. Secondary andand
Conclusions
knowledge were gathered from a variety of sources, including
published e-books, articles in various journals and periodicals, conference papers, working
papers, and company websites. For internal newsletters, annual reports, and CSR activity
reports Data and information about the firms are used, which is publicly accessible on the
companies' websites. This is the best/standard practise for a critical analysis style of study.
ELEMENTS OF DIGITAL MARKETING:
1) Offline Marketing:
Offline marketing is the method of raising brand awareness and reaching out to potential
customers to meet their needs and desires. Individuals frequently use marketing mix strategy
to promote their businesses. When your company doesn't have a website, the whole goal of
offline marketing is to generate leads. There are numerous offline marketing strategies
available, including print and non-print media. Television, radio, brochures, flyers, banners,
newspapers, pamphlets, and posters are examples of offline marketing media. Offline
marketing tools have a variety of advantages. The first advantage is that a company does not
need to be connected to the internet to use them. If a web server goes down and a website
becomes unavailable, valuable customers and discoverability can be lost. A smaller
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company's return to the internet may take some time, during which time valuable customer
attention may have been diverted elsewhere. There are no such concerns for offline media
because it exists in the real world and cannot be removed from the internet. Another
advantage, which is less visible but no less significant, is that many consumers and clients see
digital marketing as a waste of time. People have become used to seeing commercials, pop-
ups, and marketing emails to the point that they no longer recognize them.
2) Online Marketing:
Online marketing is the method of capturing potential customers' attention for a company
through specific banners, posts, videos, photographs, and flash animation, among other
things. Marketing activities or details are designed to entice visitors to a specific website that
a company wishes to attract. This information is prominently displayed on the website's front
page or front page in order to target key audiences. It is possible to get traffic for a company
in a variety of ways using online marketing concepts. The practise of using web-based
platforms to convey a message about a company's brand, goods, or services to potential
customers is known as online marketing. If a web server goes down and a website becomes
unavailable, valuable customers and discoverability can be lost. A smaller company's return
to the internet may take some time, during which time valuable customer attention may have
been diverted elsewhere. There are no such concerns for offline media because it exists in the
real world and cannot be removed from the internet. Email marketing, search engine
marketing, content marketing, video blogging, and online classifieds are all examples of
social media marketing.
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Figure 4: Model Graph of Websites and their promotion
2.1 Website:
All other digital marketing elements guide visitors to your website, which should effectively
convert them, your website is the key to a successful digital marketing strategy. Using best
SEO practises and tools, providing a great user interface, and taking advantage of the
abundance of analytics websites provide are all elements of website design that generate
conversions. A website that lacks successful SEO would not appear organically in the top
spots on a Search Engine Results Page (SERP), resulting in less clicks from Google, Bing,
and other search engines. These clicks are crucial to your digital marketing strategies because
you need to get as much traffic to your platform as possible in order to generate direct sales.
Without proper SEO, even the most beautiful website would be largely ineffective. Using
keywords that visitors are likely to look for and optimising your site for search engines will
boost your SEO and propel your site to the top of the organic listings. While Facebook and
Twitter only have limited analytics to monitor marketing promotions and tweets, your
website will collect detailed details about who your visitors are, how they found your site,
and what they look at while there. This data is invaluable when it comes to understanding and
identifying your visitors, and it can also be used to advertise your resort to a specific,
committed audience. Website analytics can collect a lot more data on how visitors interact
with your website and brand than social media analytics can. Aside from gathering
information about your visitors, website analytics can be used to monitor marketing
campaigns, allowing you to easily evaluate the effectiveness of a campaign.
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3) Search Engine Optimization:
Search Engine Optimization (SEO) is a term that refers to the process of optimising Search
Engine Optimization (SEO) is a term that refers to It entails optimising a website's place in
search engine results pages using keywords and phrases. It falls under the heading of digital
marketing. Search engine optimization (SEO) is the method of increasing the online exposure
in unpaid search engine results. It all boils down to keywords. Google, Yahoo, and Bing are
examples of search engines. TRS Tech is one of the biggest companies in Canada, providing
the best digital marketing services in Toronto. It is the method of making a web page that is
easy to search, crawl, and categorise. It's all about assisting your customers in locating your
company among thousands of others. Any digital marketing plan should include SEO. In the
field of digital marketing, The most crucial aspect of digital marketing is SEO.
Off-page and on-page SEO are the two forms of SEO:
3.1 Off page:
Off page refers to how we will advertise our website on the internet. On the off list, we've
included
 Social Media
 Bookmarking
 Forum Submission
 Blog Directory
 Submission
 Article Submission
 Question/ Answer
 Video Submission
 Image Submission
 Info graphics
 Document Sharing
3.2 On Page:
On page is basically that we do within our website. Such as:
 Meta Title
 Meta Description
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 H1-H6
 Content Optimize
 Internal linking
 Keywords Research
 Google Analytics
 Web master tool
Reach, Act, Convert and Engage with your Customers:
This digital strategy guide is designed to get you thinking about how to develop your
marketing strategy by looking at additional activities, networks, and platforms to take your
strategy to the next level. The number of options available to you can appear to be daunting,
and there is often a need for clarification or simplification. Smart Insights' RACE Planning
Framework is a helpful, simplified roadmap that lets you concentrate on some of the relevant
marketing practises at different stages of the conventional marketing funnel that will help you
make your digital marketing campaign a success.
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Figure 5: Digital Marketing
We've broken down the framework further below, working our way from the top to the
bottom of the funnel, highlighting the best strategic path to take at each point and
summarising the strategies to include in your digital marketing strategy.
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REACH Acquisition strategy to build awareness
Incorporate the following strategies and methods into your marketing strategy:
 SEO
 PPC
 Affiliates and partnerships Online/display ads
 PR
 Social media marketing
ACT & CHANGE Connect visitors with useful, engaging, and meaningful content to
persuade them to engage and achieve one of your conversion goals.
Incorporate the following strategies and methods into your marketing strategy:
 Content marketing policy

 Optimising conversion rates generation of leads
 Optimisation of the homepage and landing page
 A/B testing is the process of comparing two options.
GET INVOLVED Customer retention and development strategy to transform repeat visits,
promotions, and brand loyalty into repeat visits and sales Incorporate the following strategies
and methods into your marketing strategy:
 Content marketing policy

 Newsletters and promotional emails are examples of email strategy.
 Strategy for mobile devices
The Smart Insights RACE system is a simple one to remember to simplify the strategy, but
for optimum results, always maintain a balanced approach by using all areas of the Paid,
Earned, and Owned model
3.3 Google Search Console / Google web master:
Google Search Console is a web platform that Google makes available to all as a free service.
Through using this tool to monitor your website's organic results, crawl issues, sitemaps,
mobile usability, and backlinks, you can improve organic results, crawl issues, sitemaps,
mobile usability, and backlinks. . It's a cutting-edge platform that's being used by an ever-
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expanding group of marketing experts, website designers, app developers, SEO specialists,
and business owners. A Google search console is another name for the Google webmaster
tool. Google's webmaster service has been renamed Google search console. It is a free
software application that allows you to handle the technical aspects of your website. To begin
handling the technical aspects, you must first connect your website to Google Search Console
and verify ownership.
3.4 Crawling and Indexing:
Crawling is the process of collecting and recording URLs in preparation for indexing. They
will trace all the valid links on those sites if you give them a webpage as a starting point.
They return data about certain web pages to Google's servers as they move from link to link
in the digital marketing link. After crawling, information is organised into indexes, which
enables pages to be viewed. However, before indexing can take place, the page must be able
to be crawled. As a result, it's important that all of your website's pages are crawlable.
Google's algorithms will evaluate your search terms in the index to locate relevant pages for
you while searching at the most basic level. If you're looking for "computers," you're
probably just looking for photos, videos, a list of different brands, and so on. Google's
indexing systems can take note of several different aspects of websites, such as videos,
images, and when they were uploaded, in order to provide useful content to future visitors to
your site.
4) Social Media Marketing:
SMM (social media marketing) is an Internet marketing technique that makes use of social
networking platforms as a marketing tool. The aim of social media marketing (SMM) is to
create content that consumers can share with their social networks in order to help a company
increase brand awareness and customer reach. . Social networking optimization is one of the
most important aspects of SMM (SMO). SMO is a method for attracting new and exclusive
visitors to a website, similar to search engine optimization (SEO). SMO can be accomplished
in two ways: by including social media links in content, such as RSS feeds and sharing
buttons, or by encouraging activity on social media, such as by updating statuses, tweets, or
blog posts. SMM allows a business to receive direct input from customers (and potential
customers) while also making the business seem more personable. Customers can ask
questions or voice grievances through social media's interactive features, and they will feel
heard. Social customer relationship management is the name given to this part of SMM
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(social CRM). Low-cost platforms that integrate technology and social networking with the
use of words are referred to as social media. Marketers now have a voice and a way to
connect with friends, clients, and potential customers thanks to social media. A bad service,
on the other hand, would result in a negative customer rating, which could damage the
company's credibility.
4.1 Social Media Marketers’ Platform Usage Trends:
Figure 6: Social Media Usage Trends
5) Google Analytics:
Google Analytics is a critical piece of digital marketing software. It gives you the ability to
monitor the outcomes of individual campaigns in real time, compare data to previous periods,
and much more. Google Analytics helps you to monitor a wide range of critical metrics. Your
online marketing campaigns, onsite content, user interface, and application functionality can
all be tracked. All of these figures show you what works and, most importantly, what doesn't.
You can build a solution once you've identified some problems with your platform. Google
Analytics provides you with the data you need to make your website the best it can be. The
Google Analytics Tracking Code, which is a fragment of JavaScript code that the website
owner applies to every page of the website, is used to implement Google Analytics. The
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tracking code collects visitor data and sends it to a Google data collection server when the
client browser browses the page (if JavaScript is allowed in the browser).
5.1 Ad Words:
Google AdWords is a platform where businesses can pay to have their websites appear in the
top organic search results for specific keywords. The basic idea is that you choose keywords
to advertise your brand. A keyword is a word or phrase that a user types into a search engine
and then sees your ad for. Only the keywords you choose will appear in your advertising.
Google tracks how many people click on your advertising and charges you for each one.
They also monitor impressions, which is simply a number that indicates how many times
your ad was shown as users searched for that keyword. The click-through-rate, or CTR, is
calculated by dividing clicks by impressions. This is the number of users who arrive at your
promoted page as a result of clicking on your ad. Consider Google AdWords to be a bidding
platform. You make a budget and a proposal. The bid is the amount you're willing to pay for
each click. If your maximum bid is $2, Google will only display your ad to people if no one
else is bidding higher. Google doesn't necessarily want to show users the most expensive ads;
they may also be awful. They care so much for their users that they'd rather show them a
more interesting and better ad from a less expensive advertiser. Google's Ad Rank is a metric
that determines the order in which paid search ads appear on the SERP.
5.2 AdSense:
From part-time bloggers to some of the biggest publishers on the internet, Google AdSense is
a common way for websites to make money from advertising. Advertisers that use AdWords
pay Google either per click or per impression (PPC). Google then splits a portion of the sales
with the AdSense publishers. When Google AdSense was first launched in 2003, it served ads
using plain text rather than the graphical content that dominated the advertising scene at the
time. In order to reduce the intrusiveness of ads, improve page loading speeds, and eventually
evoke a more favourable marketing response from site visitors, Google decided to serve plain
text. AdSense is a free and easy way to make money by showing targeted advertisements
alongside your online content. You can display appropriate and entertaining advertisements
to your site visitors using AdSense, and you can even customise the look and feel of the ads
to fit the look and feel of your website. Google AdSense is a fantastic way for website owners
and bloggers to supplement their income by generating traffic for Google. This is how
Google AdSense works: spiders can crawl your website to see what all of your pages are
27
about. They'll then go through their ad list and place relevant ads next to each of your posts.
Someone who reads an article about fashion accessories, for example, is much more likely to
purchase fashion clothing than someone who reads an article about cars. With over a trillion
impressions delivered to over 1 billion users every month, Google display ads reaches over
90% of internet users worldwide. It's pretty simple to get started with Google AdSense and
display advertising, but you must first learn about the various styles and sizes of ads that will
complement your website and ad campaign.
6) Pay Per Click (PPC):
Pay-per-click (PPC) is an internet marketing model in which advertisers are charged a fee
each time one of their advertisements is clicked. Essentially, it's a way of purchasing website
traffic rather than trying to "earn" it organically. One of the most common types of PPC is
search engine ads. When anyone searches for a keyword specific to their business product, it
helps advertisers to bid for ad placement in a search engine's supported links. If we search for
some keyword, for example, our ad will appear at the very top of the Google results page. We
must pay a small charge to the search engine any time our ad is clicked, resulting in a visitor
to our website. When PPC is functioning well, the fee is insignificant since the visit is worth
more than the amount you pay. In other words, if we pay $3 for a click that results in a $300
deal, we've profited handsomely. There's a lot that goes into creating a successful PPC
campaign, from keyword analysis and selection to grouping certain keywords into well-
organized promotions and ad groups. This is how Google AdSense works: spiders can crawl
your website to see what all of your pages are about. They'll then go through their ad list and
place relevant ads next to each of your posts. Someone who reads an article about fashion
accessories, for example, is much more likely to purchase fashion clothing than someone who
reads an article about cars. It's important to learn how to do it correctly.
7) Email Marketing:
Email marketing is described as sending a message about a product or service to a current or

potential customer via email. Direct digital marketing is used to deliver advertisements,
increase brand and consumer loyalty, increase customer trust, and raise brand awareness. This
aspect of digital marketing allows a company to easily advertise its goods and services. In
comparison to ads or other types of media representation, it is relatively inexpensive. By
producing an appealing combination of graphics, text, and links on goods and services, a
company can capture the customer's full attention.
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8) Text Messaging:
It is a method of sending product and service information from cellular and smart phone
devices. The company can submit information in the form of text (SMS), images, video, or
audio using phone devices (MMS). Cellphone-based marketing In the early 2000s, SMS
(Short Message Service) became increasingly common in Europe and some parts of Asia.
Text messages may be used to deliver order confirmations and shipping warnings. SMS
campaigns yield quicker and more significant outcomes. Companies may use this strategy to
deliver marketing messages to their customers in real time, at any time, and know that they
will be seen. A company should create a questionnaire to collect valuable consumer feedback
that will help them improve their goods or services.
9) Affiliate Marketing:
Affiliate marketing is a form of pay-per-click advertising. A company rewards associates for

each visitor or customer they bring to the company through marketing strategies they produce
on behalf of the company in this form of marketing. The merchant (also known as "retailer"
or "brand"), the network, the publisher (also known as "affiliate"), and the consumer are the
four main players in the industry. Since the market has become so complex, a secondary tier
of players has emerged, including affiliate management firms, super-affiliates, and specialist
third-party vendors. Affiliate marketing can be approached in two ways: a company can
either sell an affiliate programme to others or sign up to be an affiliate for another company.
If a business wishes to run an affiliate programme, the owner must pay affiliates a
commission for each lead or sale they bring to the business's website. The main aim of the
company is to find affiliates that can help them enter untapped markets. A business that
publishes an e-zine, for example, could make a good affiliate because its readers are hungry
for information. As a result, launching one's offer through a "trusted" organisation will attract
prospects who may not have otherwise been met.
10) Viral Marketing:
Viral is the modern equivalent of old-fashioned word-of-mouth in today's world. Viral

marketing is a technique in which a new piece of content spreads rapidly digitally as a result
of how much it is enjoyed, posted, and liked. This is an excellent way to build your brand and
increase traffic to your website. The material can be in any format; all you have to do is think
outside the box. Marketers have caught the viral fever and are gradually incorporating viral
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elements into their campaigns. Not only is the strategy cost-effective, but it can also be more
credible than traditional advertisements.
11) Consumer privacy:
The decision-making process of consumers when purchasing a product or using a service The
reality is that many factors affect a consumer's decision to purchase goods or services.
According to George Joye F (2002, 165-180), many consumers are only comfortable placing
an order after making a few transactions. They are concerned that their privacy will be
compromised and that they will be misunderstood. Buyers would never want to make any
online purchasing decisions if they do not trust the company that offers online sales services.
Furthermore, e-marketing provides customers with more options for searching for product
designs, functions, features, requirements, costs, and other information so that they can
compare and contrast goods and services before making a final decision. Through their
research into online travel agency services, they discovered that the lowest price, security,
ease of website navigation, and quick website loading time were the most important factors
that influenced customers' purchase decisions.
How consumers evaluate companies in the Internet
External variables like third-party visibility are also crucial. When a reputable third party
certifies that a company's website is stable, consumers are more likely to trust it.
Furthermore, guarantee words aid in the development of consumer interest. However, if the
participants are of varying ages, the analysis will provide more detailed results.
Factors preventing consumers from enjoying Internet marketing
Internet credit card theft, fear of providing personal information, pornography and abuse,
extensive Internet ads, information reliability, lack of physical interaction, failure to receive
Internet goods purchased, failure to recognise the human factor while making Internet
transactions, Internet use addiction
Activities offers various contact mix options for increasing the number of visitors to a
website, as seen in the diagram below:
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2.Online PR
Media alerting services
Portals representation
Blogs and RSS
1.Search marketing 3.Online partnerships
Community C2C posts
Search engine optimization (SEO) Link-building
Pay per click (PPC) Affiliate marketing
Trusted feed Sponsorship
Co-branding
Offline communications Offline communication

Website and partner microsites
Advertising1.Personal selling Sales promotion PR Direct mail
Sponsorship
2. Exhibitions
3. Merchandising
4. Packing
5. Word-of-mouth
Interactive 4. 6.Viral marketing

 Rich-media Dynamic/behavioral Sponsorship
Display ads/banners
Pass-along emails Prompted email a friend Incentivized
 5.Opt-in email Media mentions

 Cold (rented list)
 
Co-branded email

3rd party e-newsletters
House list email
Online Offline communication
Figure 7: Options available in the communications mix for increasing

visitors to a website.
Search Engine Marketing:
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According to a research by AOL in 2004, search engines are considered as the most
important source when researching a product or service
Figure 8: Percentage who considers the different information sources as

important when researching of considering a product or service
Each of these search engines has its own website ranking system. According to research
conducted by Prospect about how we search, 81.7 percent of people would start a new search
if they couldn't find a valid response within the first three pages. It also means that if your
website isn't on the first few pages of Google, it'll probably get no or very few visitors. To put
it another way, the higher a company's ranking in the search engine result pages (SERPs), the
more visitors it will get. The graph below shows how the number of visits to a website
decreases in proportion to the lower ranking location on a search engine results list.
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However, this does not rule out the possibility of lower-ranking websites attracting tourists.
Web analytics show that more than half of site visitors arrive at a site directly, rather than by
search engines, by typing in the web address or following a bookmark.
Figure9: Relative traffic projections based on the ranking on search engine results pages
(visitor numbers are shown relative to 100 for position 1)
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ANALYSIS
Consumers now have access to information at any time and from any location thanks to the
widespread use of digital media. People used to get messages about particular goods or
services that consisted solely of what a business needed them to hear.
Model R square F
Stay updated with products or services .718 122.117
Greater engagement .516 51.276
Clear information about the products or services .629 81.254
Easy comparison with others .639 85.141
24/7 Shopping .749 142.868
Share content of the products or services .656 91.498
Apparent Pricing .636 83.962
Enables instant purchase .667 96.028
Table 4-2 Model Summary
We can infer from the above table that almost all of the variables with weight describe its
relationship with digital marketing to a large extent. Staying up to date with goods or
services, for example, is explained by 71.80% of digital marketing, while the remaining
28.20% is explained by other factors. Digital marketing accounts for 51.60 percent of
increased involvement, while other factors account for the remaining 48.40 percent. Digital
marketing accounts for 62.90 percent of product or service information, with the remaining
37.10 percent clarified by other factors. We can also see from the table above that the F value
is greater than 80, indicating that the model is solid.
Coefficient of Different Variables:
Following is a discussion of the coefficients of various variables in relation to independent

variables:
Coefficients
Standardize
Unstandardized d
Coefficients Coefficient
Model s t Sig.
B Std. Error Beta (β)
Constant 1.000 .215 4.649 .000
Digital Marketing 2.882 .261 .847 11.051 .000
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Dependent Variable: Stay updated with products or services
Constant 1.000 .254 3.937 .000
Dependent Variable: Greater engagement
Constant 1.000 .248 4.040 .000
Dependent Variable: Clear Information about the products or services
Constant 1.000 .234 4.275 .000
Dependent Variable: Easy compare with others
Constant 1.000 .215 4.649 .000
Dependent Variable: 24/7 Shopping
Constant 1.000 .223 4.482 .000
Dependent Variable: Share content of the products or services
Constant 1.000 .262 3.816 .000
Dependent Variable: Apparent Pricing
Constant 1.000 .240 4.165 .000
Coefficients
Standardize
Unstandardized d
Coefficients Coefficient
Model s t Sig.
B Std. Error Beta (β)
Constant 1.000 .215 4.649 .000
Dependent Variable: Enables instant purchase
Unstandardized Coefficients (B) expresses the effect of a zero (0) independent variable on the
dependent variable. Staying up to date with goods or services would be 2.882 if we do not
35
use digital marketing. Standardized Coefficients () show what happens if the independent
variable increases by 1% and the dependent variable increases by 1%. If 1% of people use
digital marketing, then 84.70 percent of people will be kept up to date on goods or services.
Correlation analysis:
Increase Correlatio Increase Online e-mail Text Socia Affiliated SEO PPC
d Sales
n (r) d sale marketin marketin marketin l marketin
g g g media g
1 .840 .560
.869 .873 .840 .667 .560
Sig 2 tailed .056 .053 .075 .219 .326 .075 .326

100 100 100 100 100 100 100 100
N
To demonstrate the connection between various elements of digital marketing and increased
sales, we gathered data from 150 businesses that use various digital marketing strategies or
elements. The following are the outcomes:
Table 1: Correlations
We may infer from the table above that every aspect of digital marketing is positively linked
to sales growth. It implies that all aspects of digital marketing have a positive impact on a
company's revenues. Search engine optimization, online ads, email marketing, and social
media (SEO) .Since the value of r was found to be.869,.873,.840, and.840 respectively, they
are strongly positively associated with sales increase. Text messaging, affiliate marketing,
and pay per click (PPC) have r values of.667,.560, and.560, respectively, indicating a low
positive association with sales growth.
Most Preferred Internet Marketing Approach:
In 2016, Ascend2 and its research collaborators conducted a global survey of 275 marketing
professionals. The findings are shown in Fig 10 below.
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Figure 10: Preferred Internet Marketing
Approach
Figure 2 shows that Email and Website are the most successful and easiest to implement
strategies. Dave Chaffey (April, 2017) conducted a report on "Digital Marketing Trends for
2017" and asked Smart Insights readers for their opinions on the most relevant trends at a
high level. A total of 2,352 responses were collected from advertisers all over the world.
"Pick one marketing practise that you believe would give your company the greatest
incremental uplift in leads and revenues in 2017 (or your clients if you work for an agency or
as a consultant)," the respondents were asked. The data below demonstrates the digital
marketing activities had the greatest commercial effect in 2017. The content marketing
community is a hive of activity.
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Figure 11: Digital Marketing Impact
To really understand the business and target audience, go beyond the basics covered in
SWOT and PESTEL studies. You may have a general idea of your primary target market's
age demographic, likes and dislikes, or the types of pages and brands they follow on social
media up to this stage. You will be able to go beyond this and develop more in-depth
business perspectives if you go beyond this. More in-depth business research can be time-
consuming, but it can be well worth it once you have a better understanding and awareness of
who you want to approach.
COMPETITION ANALYSIS:
Mobile marketing is the multichannel promotion of products or services for mobile phones,
gadgets, and businesses. Different types of versatile media platforms include creativity, job
expos, and boards.
Cost Leadership: Using the cost leadership strategy, your aim is to often the best affordable
product in the market. You look to cut costs whenever possible, only keeping the necessities.
Product Leadership: you will differentiate yourself by offering the highest quality
Smartphone in the market. Innovation is key and you use it of offer the best and most
exclusive smart phones to your customer.
Customer Intimacy: your goal is to focus om establishing a great and lasting relationship
with your customers. Establishing a strong brand identity and chasing innovation will make
your clients ambassadors of your business
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Combination of all of the above: you don’t choose one specific focus decide to sit in the
middle, price, quality and strong brand image with a good customer intimacy is all equally
important to your business.
The key trends in portable Mobile Marketing Market area-based promoting, creation of most
recent innovation that benefits clients, rise of development ideas that benefit clients, capacity
utilisation of cell phone to generate cash, versatile as a gadget helps in overcoming any issues
with the natural world, buyers are expanding by using various channels and gadgets an
Mobile Marketing Market Size is a common marketing strategy used by businesses to warn
consumers about a nearby business's commitment by using location-based applications. Area-
based marketing is used to transcend some barriers between online and real-world customer
peers and to gain an edge by promoting abundant procurement. Efforts receiving LBM
systems can address customers' security concerns by putting in place strong security
measures and procedures. Clients benefit from the creation of the most new breakthrough
during difficult times when demonetization is trapped in the market.
The online money transfer businesses were prospering at the same time, and they were
considering more profitable developments. Innovative features such as gotten installation
doors, quick reaction codes, and easy-to-handle communications stickers have made cash
moving arrangements easier for buyers and increased their trust in them.
The Mobile Marketing Market is segmented by customer category, vertical, and arrangement.
It includes area-based highlighting in the arrangement segment. Area-empowered activities
are often directly related to customer-related behaviour in area-based marketing.
 The multichannel advertising of goods or services through cell phones, mobile

computers, tablets, and networks is known as mobile marketing. Since consumers
search text messages more often than newsletters, mobile marketing platforms are the
fastest growing means of connecting with the public.
 With the continuing transition from conventional to digital platforms, online retailers
have had more flexibility in generating leads (B2C) by branding and promotional
strategies using various mobile devices.
 Furthermore, global e-commerce behemoths are using mobile marketing tactics to
create a recurring stream of revenue, boost consumer satisfaction, and maximise
acquisition, all of which would help them grow their bottom line in the near future.
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Traditional Marketing v/s Internet Marketing:
When we equate the approaches of online marketing to traditional marketing strategies, we

can see that there are many places and possibilities where online marketing excels and has
benefits over traditional marketing.
 Unlike conventional marketing, where we must wait for a set period of time to receive
a response from consumers, online marketing is instantaneous.
 Since we can monitor consumer responses in real time, it is easier to determine if a
specific strategy is effective for the product or not, and marketers can make necessary
adjustments in the advertising campaign based on the feedback.
 Traditional marketing makes it difficult for small retailers to compete with big rivals
in the market due to the costs and strategy-making experience needed, while online
marketing allows you to reach your target audience with a wider reach and better
quality assurance through a crisp website.
 Another argument that distinguishes traditional marketing strategies from internet
marketing is the expense involved; a company may develop its own digital marketing
campaign with very little money and substitute traditional expensive advertising
approaches such as print media, radio news, television, and magazines.
 Any business promotional concept can have a much greater scope and coverage via
online marketing because it can be seen in any part of the world through one
marketing campaign at a low cost compared to traditional marketing campaigns, and
once a marketer optimises the important word search criteria material in a website, it
is a great return on investment with very low cost to retain the placement.
 With electronic marketing, a marketer may create options to encourage their target
audience to take positive appropriate action, such as visiting the respective website to
learn about their goods and features, as well as different services. Through this
process, consumers can express their thoughts on the product, their decision to
purchase the product, and other information. corresponding reviews, which is also
available on the website, giving the marketer an important opportunity to connect
with consumers, which is often diluted in conventional marketing methods.
 A well-designed website with quality information can target the requirements of
customers and add significant value to their expectations with the creation of greater
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opportunities by online marketing brand growth can be achieved better than
conventional mode of marketing, a well-designed website with quality information
can target the requirements of customers and add significant value to their
expectations with the creation of greater opportunities.
 In comparison to conventional mode marketing, online marketing has the ability to
produce a ripple and viral impact of promotion. For example, using social media
networking websites, email, and social media platforms promulgates the content of
the message to be spread incredibly rapidly.
Challenges of Online Marketing:
i) Problem of integrity:
The profession's core theme has been integrated marketing (Clown and Baak, 2013; Kitchen
and Burgman, 2010; Blech and Blech, 2013). However, one of the main issues with
marketing strategies is that they use a variety of offline and online promotion platforms, such
as the press, brochures, catalogues, television, mobile phones, e-mail, the internet, and social
networking, without a systematic, harmonising marketing strategy. Each item is used in
isolation and completed as a separate mission, rather than as part of a larger strategy aimed at
achieving specific and specific goals. This shortcoming can be addressed by adopting a
holistic approach that synchronises various conventional and internet-era forms of marketing
communication as moments in a larger framework. What's worth noting (or reminding) about
the virtual, online part of integrated marketing is that, like offline marketing, all aspects of
online marketing are inextricably connected- and in many cases interdependent.
As a result, none of the marketing elements can be considered in isolation. If there are no
links to the website, it will never be visited; viral marketing necessitates this. All aspects of
online marketing are inextricably related, and in many cases interdependent, with offline
marketing and search engines are useless if there are no websites linking to it.
ii) Lack of face-to-face contact:
Another flaw in online marketing that has been discussed in research and literature is the lack
of personal communication (Goldsmith and Goldsmith, 2002; Phau and Poon, 2000). Since
internet purchases do not require embodied, personal contact, some consumers find electronic
forms of customer service impersonal and prefer the experience of shopping in a bricks-and-
mortar store. They like to interact with store employees face to face, touch and feel related
41
products, and socialise with other customers. This feature of offline shopping is not available
in a virtual marketplace, and it lacks personal contact. To be more precise, "for the types of
products that depend heavily on buyers and sellers developing personal relationships, such as
the sale of Internet marketing could be less suitable for the sale of life insurance and other
items that require a physical inspection.
Face-to-face interaction is not only necessary in the case of unique products; culture is also a
factor to consider. Rotchanakitumnuai & Speece (2003), for example, have drawn attention to
the lack of personal interaction in online transactions. They mention Asian cultures that place
a high value on personal relationships, among other things, and that this, They mention Asian
cultures in which personal relationships are valued highly and that this, along with the
transaction context, also plays a critical role in ensuring the success of financial transactions.
iii) Security and Privacy:
In today's evolving technological environment, information privacy is one of the most

important issues to consider. It is self-evident that today's consumers' data can be easily
exchanged with other organisations without their consent. Furthermore, hackers can access
their more sensitive personal information, such as usernames and passwords . . Another issue
is spas and pop-up ads, which are seen as an invasion of privacy by the majority of online
customers.
These protection and privacy concerns are among the obstacles that online marketing faces.
Effectiveness As a result, internet marketing is contingent on addressing the above issues.
The option or consent is the most important aspect of privacy. This dimension stems from the
idea that customers whose data has been obtained by a corporation should have control of
how the data is used. They should be given the right to "watch how their personal information
is used beyond the reason for which it was collected."
iv) Lack of trust:
Closely linked to the topic of security and privacy is the issue of consumer distrust, which has
been identified as a significant obstacle in the growth of online marketing. And it's for this
reason that "online trust is becoming more important as a research subject, and its impact on
internet marketing strategies is growing." "Internet confidence requires user views of how the
site will deliver on expectations, how the site will deliver on expectations, how the site would
42
deliver on expectations, how the site would deliver on expectations, how the site would
deliver on expectations, how the site would deliver on expectations, Despite the rapid growth
of online purchases, many people still have doubts about electronic payment methods and
whether or not the purchased goods will be shipped. On the other hand, the prevalence of
online risk has caused consumers to have pessimistic or sceptic attitudes toward online
transactions. Much more obviously needs to be done to earn consumers' confidence and
persuade them that experiences in the virtual world are just as genuine and truthful as those in
the real, offline world. Without a doubt, it is a lengthy and ongoing phase that will take time
to complete. It is important to note that internet marketing cannot be used until confidence
has been established. As a result, those in charge of online marketing must grasp the realities
of the modern virtual world. "Today, confidence and consumer strength have combined to
revolutionalize marketing," says one of the most influential realities of this modern world.
Marketers and IT administrators are tasked with altering the online environment in order to
attract online customers. This has resulted in a lot of buzz. This has sparked a lot of interest in
learning more about online trust and designing new site designs to react to customers'
growing power."
In this new age of feeling machines, our deep, hybrid strategic, creative, and technical
capabilities will help you succeed.
1. More than half of commercial content will be produced outside of marketing by 2020.
(IDC)
Marketers will no longer be the key content producers in the future. “Content is democratic,”
as Schaub puts it. "How do I follow user-generated content?" would be the question you'll
have to ask yourself soon." works in harmony. This can be accomplished in a variety of ways.
2. Events Will Overtake Advertising as the Most Expensive Investment
“A move away from the semi-sterile digital world into the real world,” says Schaub. The
appeal of in-person experiences will increase as the amount of content available online
expands. This rise would be reflected in marketing budgets, with event spending expected to
overtake ads in 2017.
3. A portion of the sales budget will be diverted to marketing.
Marketing job growth is outpacing revenue growth, and marketing budgets are displacing
funds previously allocated to sales activities. Similarly, tech marketing budgets are
43
increasing, indicating that marketing spend will continue to rise in the coming years. es, or to
obtain customer reviews on your goods.
4. B2B marketers will increase their marketing technology spending.
In 2017, 77.6% of B2B marketers intend to increase their marketing technology

budgets.Marketers are rising their budgets as they turn to technology for data and insights.
5. Brands will shift their focus away from acquiring new customers and toward retaining
current ones.Early stage customer development will receive less resources, while middle and
late stage efforts will receive more resources and capital. The explanation for this move,
according to Schaub, is that “you don't have to invest as much money on consumer creation
when you have better segmentation and data about your customers.”
6. Brands' Social Marketing Efforts Will Shift to Private Messaging Apps
Companies will move their social media activities away from the public domain and into
private chat groups and messaging applications in the future. Private messaging apps like
WhatsApp and WeChat have already surpassed emails as the main mode of communication
in other parts of the world.Collaborates. Premium brands are now experimenting with these
platforms as marketing tools.
7. Moving Forward, Brand Enablement Will Be Critical
According to IDC, half of all digital transformation (DX) projects will fail by 2020 due to a
lack of an end-to-end customer experience orchestration service. You don't have to spend as
much money on customer acquisition if you care for your customers.” When businesses begin
to consider their digital transformation, they will almost always have to rethink their
customer experience. Traditional siloed marketing must be phased out.Moving forward,
you'll need to link your info, platforms, and teams. Emails have lost their dominance as the
main mode of communication.
8. Persona-based marketing will be critical for development.
Rishi Dave provided his own testimonial on the advantages of a persona-based strategy at our
MOCCA networking event in New York City.
Advantages digital marketing brings for customers:
44
Digital marketing has modified consumers' purchasing habits as a result of rapid
technological advancements. It has provided consumers with a number of benefits, as
described below:
 Keep up to date on goods or services - Digital marketing technologies enable

customers to keep up to date on company details. Nowadays, a large number of
consumers have access to the internet. You can access the internet from anywhere at
any time, and businesses are constantly updating information about their goods and
services.
 Enhanced participation - Digital marketing allows customers to participate in the
company's different activities. Consumers can go to the company's website to learn
more about the goods or services, make online transactions, and leave reviews.
 Simple information about products or services - Customers can get clear information
about products or services through digital marketing. There is a small possibility that
knowledge obtained from a salesperson in a retail store will be misinterpreted. The
Internet, on the other hand, offers detailed product details on which consumers can
base their buying decisions.
 Easy competition with others - Since many businesses are attempting to advertise
their goods or services through digital marketing, it is becoming the greatest benefit
for the consumer in terms of being able to compare products or services from various
suppliers in a cost-effective and time-efficient manner. Customers don't have to go to
a bunch of different stores to learn about something.
 24/7 shopping - Since the internet is open 24 hours a day, there is no time limit for
when a consumer may purchase a product online.
 Share product or service content with others - Digital marketing allows viewers to
share product or service content with others. One can easily transmit and obtain
knowledge about the characteristics of a product or service using digital media.
 Apparent Pricing - A company's prices for goods or services are shown across digital
marketing channels, making prices very visible and open to consumers. The company
can change the prices or offer specials on a regular basis.
 Allows for Instant Buying - In conventional ads, consumers first watch the
commercial before going to a local store to buy the items or products and services
Customers can buy goods or services immediately through digital marketing.
45
DIGITAL MARKET IS FUTURE
Artificial intelligence would have a greater impact on the digital marketing industry in the
coming years in three ways:
1. Effective Ads: One of the most significant ways artificial intelligence can affect marketing
in 2017 is through the development of better advertising. The ability for brands to use AI to
study and improve critical marketing aspects like keyword searches empowers marketers to
create smarter, more effective marketing campaigns.
2. Smarter Search: Companies who want to remain competitive must learn how to integrate
Artificial Intelligence they must incorporate intelligence into their marketing strategy or risk
being left behind. Consumers in 2017 can search out and find knowledge more easily and
effectively than in the past, and marketers are constantly searching for new ways to present
their messages to individuals in a meaningful way. Marketers will take advantage of
RankBrain by creating higher quality content targeted toward voice search. Google is using
AI called Rank Brain to optimise search results by providing searchers with clearer answers
to their questions.
Smarter Sentiment: Artificial intelligence (AI) enables advertisers to determine exactly what
their target consumers are thinking and feeling about the brand. As a result, in this knowledge
age, Digital Marketing is evergreen and has a bright future. Owing to a lack of knowledge of
a company's product/service, Innovation with Digital Marketing of the product/service is
used more, while Innovation without Digital Marketing of the product/service is used less. As
a result, every industry would need a Digital Marketer in the future.
Every day, the field of digital marketing expands. Digital marketing on social media sites is
growing in tandem with the number of platforms. In terms of social media marketing, this is
true.
Every day, new businesses open their doors, and all of them try to sell their goods, and since
the internet has taken over the world, there is no better way to market a product than digitally
over the internet are still searching for new ways to communicate with individuals in a
meaningful way.
46
Apart from social media marketing, there are other ways to do this, including email
marketing, search engine optimization, and search engine marketing. There's also affiliate
marketing and inbound marketing to consider.
As a result, by 2020, digital marketing will be the most widely used marketing strategy.
When the number of businesses increases, so does the importance of digital marketing.
Digital marketing is massive right now, and it isn't going anywhere anytime soon. We'll show
you how: According to Boost Capacity, the United States will spend $120 billion on digital
marketing in 2020. This figure accounts for about half of all media spending. The importance
of digital marketing is rapidly increasing. According to Boost Capacity, the amount spent on
social advertising is projected to double from 2016 to 2021 ($15,016 to $32,977). The sum
spent on show advertisements and online videos will also rise. Digital marketing is predicted
to outperform traditional marketing campaigns in the not-too-distant future. People simply
prefer to consume information through the internet. When it comes to business development,
Kevin O'Kane, managing director of Google Asia Pacific's Google Marketing Solutions,
described the Internet as "rocket fuel." And he is right. According to Business World, O'Kane
said, "Every business needs to be online and digital." “In order to continue to expand, SMBs
[small and medium businesses] must reach customers where they are spending an increasing
amount of time: online. Your 'local' market can be as large as you want it to be online.”
LIMITATION:
According to the findings of this report, understanding which social media platforms a
company's target market uses is another important factor in ensuring that online marketing is
effective. It is possible to assess the efficacy of Internet marketing in relation to various
businesses. The research can be expanded to compare internet marketing approaches that are
unique to different types of businesses.
RESULTS AND DISCUSSION
The aim of this research was to figure out how Design With Benefits could make better use
of digital marketing in their overall marketing strategy. After a thorough examination of
conventional marketing theory as well as various facets of digital marketing and
developments, it is undeniable that the future of marketing is rapidly moving to the online
world. This includes social media advertisements, as well as digital marketing tools including
47
newsletters and search engine marketing (SEM), which includes SEO, SMO, and PPC
advertising. Since their company is new to the US market, its exposure and awareness are
poor. A more detailed description of the target segment is also needed. There is a wealth of
literature, analysis, and statistics on marketing, including digital marketing, and the main goal
of the study was to compile a detailed theoretical foundation based on this data. When
assessing the overall prospects, blogs, figures, and surveys specific to the target market were
used extensively. The study gathered primary data from these sources, including discussions
and emails with Design With Benefits' co-founder (appendix 6). The primary data contributed
to a deeper understanding of the company concept and marketing goals. The results revealed
clear evidence that markets, as well as corporations' marketing efforts, are moving online. In
the United States, online retail revenues increased by 12% from 2011 to 2012, with gross
sales of $226 billion in 2012. (Source: Forester, 2012) Furthermore, user access to the
Internet has increased year after year, and social media has become common among people
of all social classes. According to the report, an organisation can perform most of its
marketing actions more cost-effectively through digital marketing than through conventional
marketing.
Digital marketing can also be done without the help of a third-party marketing firm. As a
result, online marketing strategies can be implemented more quickly. However, conventional
marketing platforms should not be abandoned just yet. Naturally, advertisers must migrate to
a location where they can connect with customers, which is increasingly the Internet. This
means that by focusing on digital marketing, Design With Benefits will attract more potential
customers on a smaller budget. Despite a general change toward social media marketing, it is
difficult to predict the next major social network or application, so advertisers must closely
monitor customer behaviour and how they interact with the media. The best way for Design
With Benefits to make the most of digital marketing is to gain in-house knowledge of how to
manage it effectively. The findings also revealed that demand for companies with green
values is growing year after year, indicating that consumers are becoming more concerned
about how their purchases impact social and environmental factors. This means that Design
With Benefits has a bright future in the industry because they have both design and these
values. The company would be easier to extend to other regions in the future if it uses the
online store to perform sales actions. A growing number of consumers, especially in Europe,
are embracing the concept of sustainable consumption. Since the company can gain greater
exposure within their precisely-defined target audience across various platforms such as
48
Pinterest, Facebook, blogs, newsletters, search engines, and paid advertising, digital
marketing is an ideal addition to their marketing strategy. To summarise, digital marketing's
potential for businesses lies in the ability to handle marketing actions with lower budgets, the
ability to fine-tune the audiences of advertising, and the ability to engage consumers with the
brand.
In general, we can divide these concepts into two main classes, Table 1, based on the authors'
differing viewpoints.
The words in Group 1 are more complicated and have a broader definition. They involve the
organization's marketing efforts that are carried out across various digital platforms.It is
unique to them in that they are an important part of the overall marketing campaign and that
they execute it using both modern and conventional strategies and methods.
The terms in Group 2 are very similar to the terms in Group 1, but they only concentrate on
engaging with users and gaining their attention and interest based on the opportunities
provided by the Internet environment.
The word "internet marketing" is used in this paper because, as previously stated, it has the
most complex character and encompasses all other terms.
When examining the different authors' descriptions of the meaning and content of digital
marketing, it becomes clear that, despite their wide range, the idea of resources is central to
49
almost all of them. These techniques are used to carry out various marketing campaigns with
the primary goal of increasing the company's profit by attracting new and maintaining current
customers. This leads us to conclude that digital marketing is a highly evolved (thanks to
technological advancement) medium in the company's overall communication mix, rather
than an entirely new philosophy or form of marketing. The tools and techniques for
marketing activities mentioned in Table 2 are included in this channel.
Table 2: Basic tools of digital

marketing
50
Every day, the value of digital marketing in practise grows, and more companies are taking
advantage of the diverse range of resources it provides. Internet users in Bulgaria have risen
from 51 percent in 2013 to 62 percent in 2017, according to the latest data from the Bulgarian
Media Card, and this figure is increasing every day. Companies' spending on online ads
increased dramatically from EUR 20.22 million in 2013 to EUR 39.40 million in 2017, and it
is projected to increase even further in 2019. A similar pattern can be seen around the world,
with more and more capital being invested in the creation of digital marketing campaigns. In
order to successfully invest these funds and generate the optimal return on investment, it is
important to understand the benefits and drawbacks of digital marketing.
Advantages of digital marketing:
Digital marketing enables businesses to be more agile and adaptable to changes in the
external world, as well as to create effective relationships with their customers and be more
open to their needs and understandings. The following main advantages of this method of
marketing help to accomplish all of this:
i) High interactivity - allows for interactive contact with customers, making it more open to
their understanding and desires for knowledge finding and receiving. As a result of
interactive communication, opportunities to construct a dynamic environment, changing
space, specific navigation based on the user's preferences, dynamic design, and more arise.
Top-level special computer code, mobile technology, and ongoing innovation are all used.
Things change with each visit, depending on his or her abilities, system data, and awareness
of his or her interests and orientation. As a result, it's easier to come up with new and exciting
ways to draw and keep customers' attention.
ii) Overcoming geographical barriers and weaknesses in marketing operations - digital

marketing enables businesses to engage with consumers, sell goods and services, and find
potential business partners in real time from anywhere on the planet.
51
iii) Provides ways to adapt to user needs and desires more easily and flexibly.
iv) High degree of measurability of marketing results - when running conventional

advertising campaigns, the recorded results are often vague and unreliable, and do not
indicate whether funds are being invested effectively, while the results of digital campaigns
are easily and precisely measurable (using modern statistical tools) and accessible in real
time.
v) Facilitates consumer segmentation and targeting, resulting in improved promotional

advertisement targeting and marketing activity effectiveness.
vi) Individual offers can be generated using gathered online information for consumers,
adding value to them and reacting as specifically as possible to their needs and preferences in
order to maximise customer satisfaction.
vii) Consumers will have more convenience as a result of digital technology, as they will be
able to access even more and better knowledge about goods and services that attract them, as
well as purchase them from the comfort of their own homes, saving time.
viii) Creates the necessary conditions for the effective creation of virtual businesses.
viiii) Allows businesses to reach a larger audience by using social media.
x) Increases the number of visitors to a company's website by developing high-quality online

ads, Internet publications about the company's activities, and so on. As a result, consumers
are more likely to associate with the thematic content that has been presented to them. As a
result, interest in the offered products/services grows, and sales rise as well.
xi) Facilitates contact and engagement with users - users may ask questions and get answers
right away thanks to different channels such as social networks, web apps, and websites. As a
result, businesses will speak directly with their current and future customers, create
confidence, and receive input on their goods and services.
xii) Streamlines the monitoring and review of competitors' behaviours.
xiii) Improves the degree of control and correction in the production and execution of various
marketing campaigns. Has the potential to reduce the time spent preparing and conducting
marketing research.
52
xiv) It needs less investment - the use of various digital platforms for marketing activities
necessitates less investment than conventional channels, resulting in higher profitability for
digital marketing.
xv) Suitable for start-ups, small and medium-sized businesses
xvi) Given all of the benefits mentioned above, we can conclude that digital marketing is
particularly well suited to new and small businesses, as it offers a high level of productivity
with minimal investment enables the development of new business models and techniques
such as mass customization, co-creation, and others.
Disadvantages of digital marketing:
In order to develop effective marketing strategies based on knowledge and communication

methods and technologies, businesses must be mindful of not only the benefits they have, but
also the drawbacks that can arise when they are used in practise.
i) One of the most significant drawbacks of digital marketing is that it makes businesses a
"open book" for rivals. Digital marketing strategies can be instantly and easily replicated by
competitors. They can copy trademarks and logos, as well as corporate identities, to deceive
customers and gain market share. Furthermore, they can easily deceive customers by
providing misleading information about goods, services, or brands, which can damage a
company's reputation and contribute to customer exodus.
ii) In digital marketing, you must develop relationships with customers you do not see in
person, which necessitates a thorough understanding of the psychology of online consumer
behaviour. When it comes to digital marketing strategies, however, many advertisers ignore
this and focus on conventional customer psychology. This, in turn, leads to a reduction in
productivity because it ignores the nuances of customer behaviour and the relationships that
are formed online.
iii) Users can view digital marketing campaigns as unprofessional if they are not well-
designed and targeted.
iv) Negative reviews may ruin a company's online credibility - negative remarks and facts
about goods and services, as well as trademarks, are available and open to all Internet users,
which can significantly harm a company's image and lead to customer outflow.
v) Lack of customer confidence - Since digital marketing strategies require the use of
technology that monitor and collect data from Internet users, there are privacy concerns,
53
including the protection of their personal information. As a result, people have a strong
aversion to this form of marketing and often decline to participate in such activities, which is
one of the most significant obstacles to the growth of digital marketing. As a result, the issue
of online confidence and its effect on digital marketing strategies is becoming increasingly
relevant, and much research has been conducted in this area.
vi) Overloading the Internet with online advertising messages - an overabundance of online
advertising messages in the form of banners, the constant display of open and close windows,
disruption of video materials, and so on will irritate customers, affecting their attitude toward
businesses.
v) Digital marketing is not appropriate for all goods, services, or businesses; there are a range
of products and services whose target audience cannot be reached or affected by the resources
available by digital marketing. This is due to the fact that these people are not online or do
not trust the information they will access from the Internet for various reasons.
vi) Digital marketing is heavily reliant on techniques and technology; this, on the one hand,
necessitates a high level of expertise in the area, but it can also lead to a slew of technological
mistakes, as the information and communication tools available through digital marketing are
not without flaws. It is common for the chosen technological solution to fail because it does
not perform correctly and produces incorrect results, resulting in the failure of the advertising
campaign. Broken connections, sluggish or non-loading promotional messages or websites,
non-working paid advertisement keys, statistical analysis software that do not process data
correctly, and many more are examples.
vii) Inappropriate use of digital resources and applications - the Internet has a plethora of
tools and applications, and new ones appear every day. This makes it difficult for marketing
professionals to choose the ones that will be the most appropriate for particular marketing
activities that will better suit the needs and priorities of businesses.
viii) There are no specific guidelines for selecting digital marketing resources in campaigns.
viiii) It is extremely difficult to keep up-to-date information in the modern world; due to the
dynamism that is transforming the world of digital technology, information there rapidly
becomes outdated and must be replaced with new information on a regular basis. For many
businesses, it has become a major problem because they lack the requisite capital.
54
xi) Frequently, digital marketing strategies are created and implemented independently of the
company's overall marketing plan, resulting in an inability to produce the desired results,
reduced performance, and financial waste.
x) Emphasis on technological solutions at the cost of content - in order to appear glamorous

and trendy to their customers, marketers often overdo the technical appearance of
promotional messages, leaving the content in the background, which does not contribute to
good and consistent results in the long run.
The major benefits and drawbacks of digital marketing have been explained, with new ones
added. The additional benefits include: creating prerequisites and favourable conditions for
the effective creation of virtual enterprises; increasing the degree of control and correction in
the development and execution of various marketing activities; and being ideal for start-ups.
It enables the development of new business models and strategies, such as mass
customization, co-creation, and others, for small and medium-sized businesses. The following
are some additional drawbacks: You must create relationships with a customer that you do
not see in person in digital marketing; if digital marketing strategies are not properly planned
and executed, consumers will view them as unserious. Digital marketing is not appropriate
for all types of goods, so it must be properly tailored. , programmes, and businesses; the use
of ineffective digital tools and applications; the absence of specific requirements for selecting
digital tools in marketing campaigns; Digital marketing strategies are often created and
carried out independently of the company's overall marketing plan, with a focus on
technological solutions at the cost of content. On the one hand, the results in this paper
provide a solid foundation for potential advances in the area of digital marketing, and on the
other, they will assist businesses in developing their marketing strategies and plans. However,
in order to be accurate and successful, digital marketing practises must be viewed in
conjunction with a company's overall marketing growth strategy. Only then would they be
able to fully exploit the ability of information and communication technology to improve
economic outcomes and competitiveness.
55
RECOMMANDATIONS
It has also been discovered that customers have a clear understanding of internet technology
and are in favour of using web marketing, so it is suggested that any business, large or small,
should take advantage of this opportunity and incorporate online marketing into their
marketing strategy. Web marketing, e-commerce, and social media marketing are the most
popular types of online marketing.
Consumers prefer online marketing over conventional marketing for a variety of reasons, so
businesses can invest more on online media than on traditional resources. However, in
addition to its benefits, online marketing has certain drawbacks, such as the risk of fraudulent
activity or privacy concerns that are beyond one's control.
CONCLUSION
The research began with the aim of examining the various types of marketing. Based on the
debate, it was discovered that the most critical aspect of digital marketing is to communicate
with the users. The customer experience ladder has demonstrated how to connect with
consumers. The study also revealed that in order to effectively use digital marketing,
businesses must first design an efficient platform. It has been demonstrated that in the current
context, it is critical to integrate all structures with the digital platform. The transformation of
a newspaper from a printed edition to an online edition has exemplified recent digitalisation
trends. With the advent of technology, digital marketing research and practise are developing.
In India, we are witnessing a significant shift toward digitalization. In comparison to
traditional or conventional approaches, consumers are looking and searching more on the
internet to find the best offer from sellers across India. In this research, we found that digital
marketing, such as search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, e-commerce marketing,
campaign marketing, and social media marketing, social media optimization, e–mail direct
marketing, display ads, e–books, optical discs, and games a, can be extremely beneficial to
companies. It has been demonstrated that we are all linked via Whatsapp and Facebook, and
the growing use of social media is opening up new opportunities for digital marketers to
attract consumers via digital platforms. User motivations must be understood in order to have
a better understanding of what motivates consumers to create content about a brand or shop. .
56
Chu (2011) investigated the relationship between Facebook brand-related group engagement,
advertisement reactions, and psychological factors such as self-disclosure and attitudes
among members and non-members of Facebook groups. Users who are members of
Facebook groups are more likely to share personal information than nonmembers, according
to the report. Digital marketing is cost-effective and has a significant commercial impact.
Indeed, small businesses can now enter targeted customers at a lower cost and compete on an
equal basis with larger corporations.
SUMMARY
The aim of this study is to learn about the most common emerging media choices for
marketing. Many new strategies for product advertising and marketing have emerged in the
Internet era. Market research is now possible online, thanks to the transformation of "desk
research" into "online research." Digital marketing is being used by many Indian businesses
to gain a competitive edge. Since it allows people to chat and share posts and subjects, social
media has rapidly grown in popularity. Businesses have been motivated to change the way
they communicate their products as information technology has advanced, followed by the
advancement of digital communication tools. A digital marketing communications strategy is
a plan for using digital media to communicate. The study's aim is to look at the efficacy of
online digital media ads as well as other new media options for marketing. This paper focuses
on the evolution of digital marketing and its current importance, including the differences and
connections between digital marketing and conventional advertising, as well as the
relationship between digital marketers and traditional advertisers. It assists small companies,
such as start-ups, in successfully adopting and implementing digital marketing as a strategy in
their business plans, as well as recognising the value of digital marketing in today's
competitive market.
57
APPENDIX
FIGURE ANDTABLES DESCRIPTION PAGE NO
1 Share of respondents 06
2 World Internet users by World regions 14
3 Research methods 18
4 Model Graph of Websites and their promotion 20
5 Digital Marketing 23
6 Social Media Usage Trends 26
7 Options available in the communications mix for 31

increasing visitors to a website
8 Percentage who considers the different 32
information sources as important when
researching of considering a product or service
9 Relative traffic projections based on the ranking 33
on search engine results pages (visitor numbers
are shown relative to 100 for position 1)
10 Preferred Internet Marketing Approach 37
11 Digital Marketing Impact 38
Table 1 Correlations 42
Table 2 Basic tools of digital Marketing 50
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60

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TOPIC NAME

AN ANALYSIS OF EFFECTIVENESS ON DIGITAL

This is to certify that the Project work titled…………………………………………...is a

I declare that project work entitled

PARTICULARS PAGE NUMBER

OBJECTIVE AND SCOPE 07

OBJECTIVE AND SCOPE

• How to Become a Pro Blogger

• Make money by affiliate marketing and AdSense

• Begin Offering Freelance Services

• Open your own firm

• Start a YouTube channel

• Begin your drop-shipping company

Software Publishing; Consultancy And Supply software Publishing includes Production;

• Personalized and interactive channel

• Provide possibility of mobile loyalty programs to complement the other marketing

• Consumer laziness and resistance to change

Why Is Digital Marketing So Important?

i) Make showcasing your goods and services easier:

Rather than displaying a company's goods or services in specific places such as

iii) Make it easier to promote your company:

"Marketing" is described by Philip Kotler as "satisfying needs and wants through an

Figure 2: World Internet users by World regions

Traditional Marketing versus Digital Marketing

Traditional marketing is the most well-known form of advertising. Traditional marketing is a

The following are some comparisons:

Traditional Marketing Digital Marketing

period of time period of time

Methodology is the systematic and theoretical examination of methods in order to determine

ii) Secondary Sources:

Figure 3: Research methods

ELEMENTS OF DIGITAL MARKETING:

Off-page and on-page SEO are the two forms of SEO:

3.1 Off page:

On page is basically that we do within our website. Such as:

Reach, Act, Convert and Engage with your Customers:

 Content marketing policy

 Content marketing policy

3.3 Google Search Console / Google web master:

3.4 Crawling and Indexing:

4) Social Media Marketing:

4.1 Social Media Marketers’ Platform Usage Trends:

Figure 6: Social Media Usage Trends

6) Pay Per Click (PPC):

Email marketing is described as sending a message about a product or service to a current or

Affiliate marketing is a form of pay-per-click advertising. A company rewards associates for

10) Viral Marketing:

Viral is the modern equivalent of old-fashioned word-of-mouth in today's world. Viral

11) Consumer privacy:

How consumers evaluate companies in the Internet

Factors preventing consumers from enjoying Internet marketing

Offline communications Offline communication

Interactive 4. 6.Viral marketing

Online Offline communication

Figure 7: Options available in the communications mix for increasing

Search Engine Marketing:

Figure 8: Percentage who considers the different information sources as

Coefficient of Different Variables: