Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
ONLINE MARKETING
By
ASAMS V.K
Enrollment No. 13BSP1195
ISOBAR INDIA Pvt. Ltd
Alyssa Building, 2nd floor, 23, Richmond Rd, Richmond Town,
Bengaluru, Karnataka 560025
A REPORT
ON
ONLINE MARKETING
By
ASAMS V.K
Enrollment No. 13BSP1195
DECLARATION
I, Asams V.K, enrollment no: 13BSP1195, hereby declare that this project work
entitled ONLINE MARKETING is my original work.
I further declare that this report is based on the information collected by me and
has not been submitted to any other university or academic body.
Asams V.K
13BSP1195
ACKNOWLEDGEMENT
I thank to the God Almighty for showering his blessing at each stage of this project work.
I wish to extend my heart fully thanks to Mr. Rahul Vengalil (Company Guide), Director,
Isobar India, Bangalore division for his friendly help and encouragement given to me.
I wish to extend my profound gratitude to Dr. Madhusudhan Zalki, IBS Bangalore for his
guidance and valuable suggestions throughout my internship. I express my sincere thanks to
all faculties of IBS Mumbai & IBS Bangalore for their encouragement to complete the
project work within stipulated time.
I express my sincere thanks to the Mr. Toshal Shenai, Account Manager, Isobar India and Mr.
Manoj E, Assistant Manager, Isobar India for assisting in carry out this internship.
I wish to extend my special gratitude to all team members of Isobar India for supporting me
in carry out this internship.
My hearty thanks to my friends and parents who were always there with support and
encouragement.
Finally, I would like to express my sincere gratitude to all those who have helped me in the
completion of this humble effort.
PLACE:
DATE:
ASAMS V.K
Contents
4
DECLARATION........................................................................................................ 3
ACKNOWLEDGEMENT............................................................................................. 4
EXECUTIVE SUMMARY............................................................................................ 7
1)
INTRODUCTION................................................................................................ 9
1.1)
1.2)
Isobar India................................................................................................. 11
1.3)
Client Servicing........................................................................................... 11
1.4)
1.5)
Methodology............................................................................................... 12
1.5.1)
Client servicing..................................................................................... 12
1.5.2)
1.6)
2)
INDUSTRY ANALYSIS....................................................................................... 14
2.1) Business Model of Industry.................................................................................17
2.2) Porters Five Model Analysis of Digital Advertising Industry.......................................19
3)
ISOBAR INDIA................................................................................................. 21
3.1) Vision........................................................................................................... 22
3.2) Functions in Isobar........................................................................................... 22
3.3) Management................................................................................................... 23
3.4) Awards.......................................................................................................... 23
3.5) Major Clients.................................................................................................. 24
Global Clients.................................................................................................... 24
Indian Clients.................................................................................................... 24
3.6) Supporting Tools.............................................................................................. 24
3.7) Collaborations in Digital Ecosystem......................................................................25
3.8) Financial details of Isobar Bangalore.....................................................................25
3.9) Competitors.................................................................................................... 25
3.10) SWOT of Isobar India...................................................................................... 26
4)
5)
Digital Marketing............................................................................................... 35
5.1) Digital Ecosystem............................................................................................ 36
5.1.1) Search Engine............................................................................................ 36
5.1.2) Displays................................................................................................... 37
5.1.3) Mobile Marketing....................................................................................... 37
5.1.4) Social Media Marketing...............................................................................37
5.1.5) eMail Marketing......................................................................................... 37
5.1.6) Video...................................................................................................... 37
5.1.7) Analysis................................................................................................... 38
5.1.8) Content Management.................................................................................. 38
5.1.9) Advanced Targeting..................................................................................... 38
5.1.10) Creative.................................................................................................. 38
5.1.11) Research and Planning................................................................................ 38
5.1.12) Digital Strategy........................................................................................ 38
5.2) Types of Digital Marketing................................................................................. 39
5.3) AIDMA as AISAS in Digital Era..........................................................................39
5.4) Advantages of Digital Marketing..........................................................................41
5.5) Digital Advertising: Ad Avenues..........................................................................42
5.6) Some of the Basic Terms in Digital Marketing.........................................................42
5.7) Types of ads.................................................................................................... 43
5.8) Monetary term in Digital Marketing......................................................................44
5.9) Branding in Digital Era...................................................................................... 45
6)
CLIENT SERVICING.......................................................................................... 48
6.1) Responsibilities of a Client Servicing Executive.......................................................49
6.2) Attributes of Client Servicing Executive.................................................................49
6.3) Steps in involved in doing client servicing is given below............................................50
6.4) Tools used...................................................................................................... 54
7)
1)
comScore................................................................................................... 54
2)
Google Trends............................................................................................. 54
3)
Face dominator............................................................................................ 54
4)
5)
Alexa.com.................................................................................................. 55
FINDINGS....................................................................................................... 70
9)
CONCLUSION.................................................................................................. 73
10)
LEARNING POINTS....................................................................................... 75
11)
APPENDIX................................................................................................... 78
12)
REFERENCES............................................................................................... 88
EXECUTIVE SUMMARY
I am Asams V.K (13BSP 1195) of IBS Bangalore PGPM student. I have done my
internship in Isobar India, one of leading digital agency in world. My internship is
in Digital Media Marketing. Throughout my internship, I had been working in
different clients across India. This report was written after getting the first hand
experience from Digital media marketing. This report explains the importance of
digital media marketing in present era and this report will help the reader to get
7
an idea about the Industry, Indian population and digital media, concepts of
digital marketing, Duties and responsibility of client servicing executives in an
agency, Steps involved in client servicing and Consumer buying behaviour in the
digital era. After reading the whole report the reader can able to understand the
reason behind growing digital media marketing.
Title of the Internship Report is Understand the ecosystem of digital media marketing and
Objectives of the Internship are to understand the requirement of clients, formulating
strategies for clients, executing those strategies to achieve their brand objectives and
understand the change in consumer buying behavior in digital era.
Methodologies used for achieving these objectives are client servicing and a research. For
achieving first three objectives, I have done client servicing in Isobar India. By doing client
servicing I got chance to work with popular brands like ITC, United Spirits, Amante, 3M,
Ola cabs, Junggle.com, Wipro, and Sterling Holidays .For achieving the fifth objective, I
have done one research using an online questionnaire. The title for the research is
Understand the consumer buying behaviour of Indian in digital era.
Main findings of this internship are given here. Indian customers are highly information
seekers. They collect more information about a product before buying it. Internet penetration
in India is key player for this phenomenon. Most of Indians are getting stimulus through
advertisements, but they are not reaching to end phase of customers purchase journey, mainly
in high involvement purchases. Brands are getting more touch point to reach their target
group in this digital era. More details about findings are given this report.
The successful completion of this internship indicates that the future of marketing is in the
hands of digital. I conclude my research by quoting again that Brands cant sustain without
digital presence
1) INTRODUCTION
This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness
and generate leads for their products but now the trend has changed and Digital media has
taken its place. Main reason for this change was
Traditional methods are expensive. Compared to digital marketing channels, you
could end up spending thousands of dollars more.
Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).
Digital marketing, on the other hand, refers to marketing methods that allow organizations to
see how a campaign is performing in real-time, such as what is being viewed, how often, how
long, as well as other statistics such as sales conversions.
1.1)
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.
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Digital marketing was defined in Wikipedia as marketing that makes use of electronic
devices (computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. Digital marketing applies technologies or platforms such
as websites, e-mail, apps (classic and mobile) and social networks. [3]
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but its
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display
advertising, and email marketing.
1.2)
Isobar India
Isobar is a global digital marketing agency with a total of 63 offices in 37 markets worldwide.
The agency is a wholly owned subsidiary of Dentsu Aegis Network and is sister agency to
Posterscope, iProspect, Carat and Vizeum.Dentsu.
Isobar is a modern communications agency network, made up of a committed and diverse
group of over 3,000 digital pioneers in 37 markets. Established in 2003, Isobar is the global
home for the worlds finest digital pioneers and the smartest traditional marketing talent, that
helps connect brands with their fans and customers by creating irresistible ideas combining
creative, planning, technology and data.
1.3)
Client Servicing
Heart part of this project is dealing with client servicing. A client servicing is the face of an
advertising agency. Responsibilities of client servicing include understanding the clients
needs and expectations. In fact, the advertising process begins with the client servicing
person visiting the potential client for a brief. He then needs to communicate this to his
agency. His job is to hunt for new business and be a bridge between the agency and the client.
Key responsibilities of client servicing are managing internal workflow and developing
strong partnerships with clients. Other responsibilities include liaising with the clients on all
aspects of marketing communications, briefing agency departments, presenting proposals to
clients, managing advertising spend budget, keeping clients up-to-date on their own and
competitive activity, occasionally negotiating with media on clients behalf and approaching
prospective clients whose accounts are under review.
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1.4)
1)
2)
3)
4)
5)
6)
1.5)
For accomplishing this internship, I used two methodologies. One is working as a client
servicing executive in Isobar India and another one is a research to understanding the
consumer buying behaviour of Indians in digital era using an online questionnaire.
1.5.1) Client servicing
Analysis the industry and digital media for clients, formulating strategies and executing
them based on the objectives of client. This whole process consist of 18 steps,
Brief: Brief given by the client based on their marketing objective.
Pitch Presentation: Presentation made by the isobar for client based on the brief,
by analysing industry and digital media. Mostly used for new clients.
Proposal: Proposal put forward by isobar including campaign objective, target
market, strategy, approaches, estimated cost and outputs.
Review: Reviewing the proposal of isobar by clients.
Revised negotiation: If clients have any problem with proposal, isobar will
rewrite the proposal and make negotiation
Final proposal: Proposal which finally put forward to clients by isobar.
Approved: Final proposal need to get approval from client, otherwise isobar will
lose client.
Estimate Signed: Its a contract between client and isobar.
Release Order: Order which submitted to vendors for buying space and placing
ads
Creative: Executing the idea or plans of campaigns in to final formats like
banner, websites...Etc.
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Run Campaign: Starting the campaign by placing ads banners, videos, facebook
contest, facebook page managing ...Etc.
Reports: Reports submitted by which vendors to isobar, based on the running
campaigns of clients.
Compile: After getting all reports from vendors, isobar will compile those reports
for submit to clients
Optimization: Making changes in the campaign for improving the effectiveness
and to achieve objectives.
End: End of the Campaign after achieving the objective.
Review of Campaign: Evaluating campaign based on standard and actual
performance of campaign. It will help to understand what isobar planned and
what actually happened.
Bills: Bill submitted from vendor to isobar and isobar to client including service
tax and commission
Payment: Payment of bill by client to isobar and then to vendor by isobar after
deducting the commission and tax.
1.5.2) Understand the consumer buying behaviour of Indians in digital era
To understanding the consumer buying behaviour I did one research using an online
questionnaire. Sample size of the research was 200. Samples for this research are
under Indian youth and young Indians, who come under 17 to 45 year age groups.
1.6)
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2) INDUSTRY ANALYSIS
14
The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As
the M&E industry widens its reach, it plays a critical role in creating awareness on issues
affecting, channelling the energy of and building aspirations among Indias millions. As it
entertains and informs the country, the M&E industry has been a catalyst for the growth of
large parts of the Indian economy. M&E industry consist of TV, Print, Films, Radio, Music,
OOH, Animation and VFX, Gaming and Digital Advertising.
The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and
entertainment (M&E) industry has grown by 11.8 per cent in 2013 while comparing with
2012 and touched Rs 918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a
CAGR of 14.2 per cent. [4]
By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with
18.1 per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each,
followed by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films
(11.9 per cent) and OOH with 9.2 per cent expected CAGR. [4]
15
According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405
million) , up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total
media advertising expenditure in 2013, up from 5.5% share in 2012. [5]
The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore
($546 million) in 2014, registering a 35% growth year on year. This will represent around
7.9% of the total media advertising expenditure in 2014, which is estimated at Rs 43,065.4
crore. The company notes this will be driven by election spending by the government and
political parties across all media. GroupM made the prediction in the latest edition of its
annual report This Year, Next Year. Digital media were projected to increase 35%, with TV
slowing to 12% from last years 14.6% and print picking up to 8.5% from 4.6% in 2013. [5]
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. [6] With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.
It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. [6] This shift towards the digital media is important for
digital media strategists to consider, in order balancing their marketing budgets between
online media and traditional TV strategy.
IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market
among various ad types like search ads, display ads, mobile ads, social media ads, email ads
and video ads. By seeing this breakup we can understand marketer are giving importance to
all venues to place ads. [7]
16
Some of the key players in the Digital advertising are Ogilvy & Mather, Webchutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media
Group, Digital Law & Kenneth, Pinstrom.
2.1) Business Model of Industry
Platform
About Process
Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to
17
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal. Otherwise
agency can directly approach to ad networks and give orders. These ad networks buy the
inventories from publisher and give to agency. From publisher view he can sell inventories
through Ad networks or through SSP. If publisher give to SSP, they will place those space in
ad exchange for bidding. Through ad exchange DSP/ATD will buy those inventories. Bidding
will not only for space but also for T.G which required for clients.
Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technologydriven as opposed to the historical approach of negotiating price on media inventory.[9]
A demand-side platform (DSP) is a system that allows buyers of digital advertising
inventory to manage multiple ad exchange and data exchange accounts through one interface.
Real-time bidding for displaying online ads takes place within the ad exchanges, and by
utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data
that they are layering on to target their audiences.[8] A supply-side platform or sell-side
platform (SSP) is a technology platform, web publishers of the world use a supply-side
platform to automate and optimize the selling of their online media space. [9]
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4) Threats of substitutes
No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
Substitutes are too popular among buyers. They had high demand in past years.
Main competitor for Digital advertising is TVC, but trends are now changing
FICCI-KPMG report of 2014 showing growth of digital is very high while
comparing with others media.
19
20
3) ISOBAR INDIA
21
Isobar is a global digital marketing agency with a total of 63 offices in 37 markets worldwide.
The agency is a wholly owned subsidiary of Dentsu Aegis Network and is sister agency to
Posterscope, iProspect, Carat, Vizeum, and Dentsu.
Isobar is a modern communications agency network, made up of a committed and diverse
group of over 3,000 digital pioneers in 37 markets. Established in 2003, Isobar is the global
home for the worlds finest digital pioneers and the smartest traditional marketing talent, that
helps connect brands with their fans and customers by creating irresistible ideas combining
creative, planning, technology and data. Together, Isobar brings people and brands together,
like never before.
Isobar has since become the world's most global agency, with offices on six continents. We're
a committed and diverse group of digital innovators and marketing visionaries dedicated to
helping connect brands with their customers. How? By creating irresistible ideas that meld
creative, planning, technology and data.
With a vision to create the best digital agencies in India, Isobar was launched in August 2008.
Today, Isobar is ranked amongst the top Indian digital agencies with recognitions flowing in
since, including Campaign Asias India Digital Agency of the Year 2012 award (Silver),
which was a remarkable achievement for an agency just four year old in the business, With a
client roster like BMW, adidas, Kellogg, General Motors, P&G, Reebok, Expedia, AirAsia,
Ray-Ban, Asian Paints,
producing inspiring work. Isobar Indias excellence in media, social, mobile, web
development as well as thought and creative leadership has made it one of the most soughtafter agencies to work with.
3.1) Vision
To Bring People and Brands Together like Never Before
3.2) Functions in Isobar
Media planning: Buying media, planning, and creating strategy for clients, reporting
to clients, coordinating technology with creative and maintaining long term relation
with clients.
Social Media: Managing pages, giving response to Queries of customers and
Managing Websites. Isobar wears the shoes of clients, and helps them to achieve
objectives.
22
Creative: Providing Art and Copy to the clients, which give the real feel about brand
to customers.
Technology: Create Website and Apps, Managing Apps and Websites, Mobile
websites and apps creation, Micro sites, Trouble shooting and Editing.
3.3) Management
Name
Designation
Mark Cranmer
Chairman of Isobar
Jean Lin
Shamsuddin Jasani
Mustafa Syed
Director, Media
Gopa Kumar
Anish Varghese
Nilesh Pathak
Jaya Bhatia
Rahul Vengali
Director Servicing
3.4) Awards
1) Media Abbys by Ad Club Bombay and AAAI
Best social media Campaign for Reebok
2) Digital Media award by Campaign India
Best social media Campaign for Reebok
3) E4M IDMA Awards in 4 Categories:
Best social media Campaign for Reebok
Best Banner Campaign for adidas
Best Search Campaign for BMW
Best Social App for Reebok
4) Best Social Campaign for Reebok India, India Social
23
5)YahooBigChairAward
Silver for Best Search Campaign for TATA Winger
6) IAMAI Awards
Best Search Campaign for BMW
3.5) Major Clients
Global Clients
Coca-Cola
P&G
Disney
FIAT
Indian Clients
Adidas
BMW
Air Asia
Ariel
Olay
Pampers
Reebok
Reebok
GM
Adidas
Google
P&G
BOSE
Ray Ban
Expedia
PHILIPS
GM
ESSAR
Kelloggs
Sprite
PHILIPS
TOYOTA
winger
Muthoot Group
Asain Paints
VICKS
UTI Mutual Fund
Kent RO
GOOD YEAR
KWAN
Whisper
Kellogs
TATA HOUSING
MATTEL
EVA
Sterling Holidays
Customer Insight
Double click
Astro
Mediamind
Marin Software
ZEDO
DSP / Ad Exchange
Marmalade
Amnet
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Analytics
WebTrends
Google Analytics
Alexa
OMNITURE
mediamind
30 Lakhs
Profit
-16%
2013
Revenue
130 Lakhs
Profit
24%
3.9) Competitors
Blogworks
Digivassi
Grey Digital
Interactive
Webchutney
Contract
Hungama
Avenues
Maxus
Mindshare
Digital Services
IBS
Netcore
DDBMudra
Draftfcb-Ulka
Group
Using proper supporting tools for Planning, Customer Insight and Analytics
Weaknesses
Number of employees is not sufficient for managing clients.
Lack of potential employees in market.
Lack of decision making ability in employees.
Expansion of business to new geographic locations inside India is slow.
Opportunities
Growing Internet penetration in India.
Marketers are changing their communication pattern from traditional to new media.
Growing mobile users in India.
Number of players is low in market.
Digital media consumption of Indians is very high while comparing with traditional
media.
Development of technology in Digital ecosystem.
Threats
Changing economic conditions will affect business.
No of players in market is low, but existing player have larger customer base.
Low barriers in entry and market potential attracting new agencies to the market.
Traditional agencies are now moving to digital also.
Business risk is very high because business is completely based on clients business.
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27
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India, with 1,270,272,105 (1.27 billion) people is the second most populous country in the
world, while China is on the top with over 1,360,044,605 (1.36 billion) people. [10] The
figures show that India represents almost 17.31% of the world's population, which means one
out of six people on this planet live in India. Although, the crown of the world's most
populous country is on China's head for decades, India is all set to take the numerous
positions by 2030. With the population growth rate at 1.58%, India is predicted to have more
than 1.53 billion people by the end of 2030. [11]
India is currently having online population of 213M, among them 60% are males and 40%
are females. In have 110 M mobile internet users, among them 80% are males and 20% are
females. 176M of the total internet population are part of Social Medias. [11]
India has bypassed Japan to become the worlds third largest Internet user after China and the
United States, and its users are significantly younger than those of other emerging economies,
global digital measurement and analytics firm comScore has said in a report. Riding on a
31% year-on-year increase, Indias online population grew to 73.9 million. With an extended
online universe in excess of 145 million the market is at a tipping point for online businesses.
The numbers are lower than other recent estimates, possibly reflecting comScores
methodology that only factors in PC and laptop-based Internet usage. [12]
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30
Research report of InMobi showing the behaviour mobile user in internet, 21% of their total
consumption is for Entertainment and Social Media, which followed by Games, General
Information Search and Email.
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Twitter 30 Million
Pinterest 15 Million
Instagram- 2 Million
LinkedIn- 18Million
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Social Video report saying 46% of internet users watch brand related video every week. 54%
watching videos that are informative or entertaining often leads to a number of other positive
activities such as visiting the brand website. Peoples are now likely to regularly watch videos
using their smart phones. Almost six in ten internet users have gone to purchase an item after
seeing it in an online video. [15]
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From a marketers view digital platform is very important because customers have more
presence in digital media. Customers are spending more time on digital, so it is easy to catch
customers in digital platform, more than that spending digital is much cost effective while
comparing with traditional.
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5) Digital Marketing
35
Digital marketing is the promotion of your business, organisation or brand using channels
such as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message.[17]
Internet marketing in particular plays a huge part in any digital marketing strategy and is
becoming the core of many organisations overall marketing strategies, particularly with
regard to social media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social
media marketing are same but not same, be clear from beginning itself. Digital marketing
ecosystem consists of internet marketing and social media marketing. They are just a
channels for communication, digital ecosystem consist of integrating channels and integrating
services.
5.1) Digital Ecosystem
Integrate
d
Channels
Intergrat
ed
Services
Analytics
Content management
Advanced Targeting
Creative
Research + Planning
Digital strategy
Search engine marketing (SEM) is a broader term than SEO, and is used to encompass
different options available to use a search engines technology, including paid ads. SEM is
often used to describe acts associated with researching, submitting and positioning a website
within search engines. It includes things such as search engine optimization, paid listings and
other search-engine related services and functions that will increase exposure and traffic to
your Web site.
5.1.2) Displays
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. Normal banners, Rich media banner, Interstitials and pops are example of displays.
5.1.3) Mobile Marketing
Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers
and buyers via mobile devices. Mobile ads, Mobile websites, Apps and Games are some of
examples for mobile marketing.
5.1.4) Social Media Marketing
Social Media refers to any software tool that enables and encourages engagement in
conversation or sharing. Popular forms of social media include Facebook, Twitter, LinkedIn,
YouTube, Pinterest, Google + and blogs. Now all days social media become platform for
marketer to make conversation with customers. Brands are now engaging customers through
social media.
5.1.5) eMail Marketing
eMail Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. eMail Marketing is easy to use, low cost, and effective. Most
of the B2B business in present era in following email marketing, but in B2C also email
marketing is productive.
5.1.6) Video
Marketers are now use video to make customers aware of brands and to sharing the
experience of other customers. YouTube ads are too popular in video ads. In social media
platforms also brands are sharing video.
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5.1.7) Analysis
Analytics is the practice of evaluating data, and the process by which a company arrives at a
most advantageous decision. Here marketer analysis the integrate channel to understand the
effectiveness of communication. Analysis may be based on numbers of visitor or like in
social media pages..Etc.
5.1.8) Content Management
After analysis the integrate channels marketer can able to understand the problems with
current contents. Later he can manage the content to increase the engagement rate, content
may be text in banners, images or websites.
5.1.9) Advanced Targeting
Advanced targeting are techniques involving the sending of targeted messages to a specific
audience. It is used to increase the effectiveness of a marketing campaign. Behavioural
targeting is also a part of advanced targeting, here marketer can target the customer based on
their past behaviour in online. Marketer can put ads in other webpage where customer is
going.
5.1.10) Creative
Creative is the artistic component of an ad or website. It usually includes an image and copy
present in ads or website. Marketer can make those contents attractive to customers. Marketer
will sometimes change the entire design of websites, apps..Etc.
5.1.11) Research and Planning
Marketer will do some research to understand the behaviour, taste and preference to
customers in digital platform. This research may be doing by using paid-tools like
ComScore...Etc. Through this research marketer can understanding where T.G is present or
what T.G would to do in online. After research marketer will plan new campaigns based on
those research reports. These campaigns are more effective to reach the T.G properly.
5.1.12) Digital Strategy
Digital strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits through digital media. Strategy will be
different for each brand, it will base on the brand objective and target groups interest. It is
actual a plan formulated by the marketer to explore the opportunities. Strategy may be short
term or long term, but it need to be fit with market situations.
38
39
According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory, and Action.
This model has been used extensively in the advertising and marketing industries.
Attracti
on
Interest
Desire
Memory
Action
AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was
developed to observe behaviours based on the understanding that the Internet has become
prevalent, and that consumers now have access to environments in which they can obtain and
transmit information themselves.
In this model, the key processes are: Attention, in which the consumer first notices the
product or advertisement, followed by Interest. After this, the consumer Searches for
information, and then makes a purchase (Action), after which information is shared with
others. In comparison to AIDMA, the psychological process has become more compact,
and the Action process has expanded.
Attracti
on
Interest
Search
Action
Share
These changes are shown how presences in digital are important for brands. Brands can able
to create awareness and internet without digital. But it will not lead to action in current
scenario. Customers need more information in present era; they are information seeker and
always search for best deal. Brands cant sustain without digital media.
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42
Page View
Viewing the page is known as page view. It gets counted once the page loaded.
Leads
When one person fills his details in the given box is known as lead.
Conversion
The percentage of people whose activity can be tracked while clicking on an ad or
visiting a website to actually purchasing a product or service. A high conversion rate
indicates that the link, ad or site was successful
Inbound link
Link connecting to your website from a different website.
Profiling
To build a picture of a target customer based on information from various sources
including customer transactions completed forms and demographic data.
Unique Visitor
Unique IP address accessing a website.
Landing Page
A custom we page designed to convert visitor into leads or sales. Email, banner ads
and even offline outbound marketing campaigns drive traffic to a landing page to
capture information or trigger a sale. Landing page is also called as destination page
or splash page.
5.7) Types of ads
Above The Fold: Above the fold refer to banners ads which are displayed at the top
of a web page.
Rich- media: Online ads that contain motion, sounds or video are termed as rich
media ads
43
44
influence,
depth,
and
reach.[26]
Their
digital
messaging
has
the velocity, acceleration, and momentum required to impact brands. Yet brands and their
default custodians continue to live blissfully in an illusion about the control they exercise
over their brand.
Brand is an enabler in the current age. It is the participants, the brand conversations and the
platforms that amplify the brand and drive the brand philosophy. Businesses need to,
therefore, understand the consumers and the evolving digital sphere better and continue to
build brands within the digitally connected ecosystem by focusing on the following 3
elements- [27]
People
Channles
Engagement
s
People
The digital age has democratized individuals. They are no longer passive consumers, but
active and creative participants. They expect and believe in the co-creation of an experience,
thereby evolving from consumers to users. They are becoming the most credible and reliable
source of the true picture of a brand.
45
Consumers are beginning to seek a relationship of fair exchange between themselves and the
businesses where each contributes and everyone gains. Individuals are seeking a
multidimensional relationship that provides them with more than just the brand
product/service.
The fair exchange relationship is also offering new opportunities to the business to build
more human connections. Businesses will have to become receptive to this new age definition
of relationship that consumers seek. They may do well to go a step ahead and create an
environment that is receptive to this fair relationship.
Channels
With consumers evolving into users and participating in co-creation, it is important for brands
to offer those channels and platforms that allow them to participate in this process. Users are
seeking channels that offer them more than just digital promotional activities; they want
channels that allow them the freedom to be publishers of content, information and data, that
give them control over what content they produce and consume, that allow them to co-create
brand experience.
The channels also need to be device agnostic. Users are adapting to the usage of different
devices throughout the day to execute tasks at hand. They might use a smartphone or tablet
to complete functional tasks etc. while on the move, but they use a PC for heavy content
creation and research. According to a google research, 90 percent of people move between
devices to accomplish a task, with virtually all of them completing their task in one day. The
most popular starting point is the smartphone. In most cases, the tasks are continued on a PC
though tablets are also becoming a popular option for continuing social networking and
watching videos.
Businesses and brands need to accept that it is the consumer who has become a more credible
publisher by virtue of their access to a device which is always on and active. Creating an
environment of device agnostic platforms and channels that allow co-creation of content
between brands and consumers will address this shift.
46
Engagement
It is about creating a window with enhanced attention to influence behaviour and motivations.
With every business eyeing the opportunity to engage users, it is critical to focus on
engagement by increasing brand salience and influencing buyer behaviour and choice. Brands
should be able to map a customers journey to understand where they can add value and
create an opportunity to engage them. Brands need to understand that engagement is not
about pushing product messages; it is about capturing the imagination and the attention of the
user. It is about designing a naturally engaging experience.
Businesses need to understand that digital environment is not about technology but about
attention, where the consumer is at the core, armed with powers like never before. Businesses
and brands should, therefore, focus on connecting the dots and realize that now, in the digital
age, it is all about co-owning a brand.
47
6) CLIENT SERVICING
48
Client Service Executive will act as the bridge between the client and the agency. He will
speak to the client to get a brief understanding of what he/she wants. In addition you will also
study the market for the product or service for which the advertisement is being made,
analyse market dynamics, target customers, their needs and behavioural patterns, the
competing product, buying patterns of customers and various other market related factors.
6.1) Responsibilities of a Client Servicing Executive
The client servicing executive is responsible for handling queries from the clients.
Should take down brief from the client and make the desired changes as per the
clients needs by communicating to the creative team.
Have an in depth knowledge about the clients' products, brand, culture, market
position and their overall needs/services.
The client servicing executive should ensure that the client stays with the advertising
agency for a longer period of time.
Coordinates with all the departments in the agency and clients, besides staying calm
under pressure
Should spend ample amount of time with the client, fulfilling their needs and
requirements
Attend meetings with the clients when there is a need and jot down the brief of the
session
49
Client services managers connect an agency's creative efforts with advertisers needs, from
leading a first meeting on a new account to researching media outlets for a campaign. They
maintain relationships with executives of client businesses oversee the agencys account team
across all disciplines and develop strategies for clients. In short, the client services manager is
accountable for all aspects of the delivery of work to the client. Every day is different for
client services managers, but routine tasks include updating status reports for clients,
receiving creative changes from clients, relaying those changes to creative staff and
supervising the accounts finances.
6.3) Steps in involved in doing client servicing is given below.
Brief: Role of an agency will start only after receiving the brief form potential
clients. Potential clients are actually interested to do some communication activities.
They will forward their brief to two or three agencies. Brief will contain details like,
Objectives of brand
Background of brand
Duration of campaigns
Desired result
Creative requirement
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pitch, they select that agency for their future communication process. Pitch
presentation while always contain following details.
Proposal: Above mentioned two step are for new clients. Basically proposal and
pitch are similar in nature but purpose is different. Proposal is for existing client, if
existing client required to start a new campaign agency will forward proposal to
client. Proposal put forward by agency contains
Campaign objective
Target market
Strategy
Approaches
Estimated cost
Outputs
Review: Client will review the proposal put forward by agency. Clients will analysis
the impact of campaign based on the cost, reach and result. If client is not satisfied
with the proposal they will inform the agency.
Revised negotiation: If clients have any problem with proposal, agency will analysis
the proposal and rewrites the proposal based on the interest of the client. This
proposal is entirely different from the last proposal. Mostly client will like this
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proposal. If client dont like this proposal they will ask the agencies to redo the
proposal.
Final proposal: Proposal which finally put forward to clients by agency, this need to
be more effective and attractive to the client. In most of the cases clients will like first
proposal itself. It will max-to-max go for a review only.
Approved: Proposal or pitch need to get approval from client, then only agencies can
able move forward by starting the creative works or other step.
Estimate Signed: Its a contract between client and agency. After getting approval
from client, agency need a contract which showing agency to work behalf of client. It
is also know media estimate. This contract consist of,
Agency name
Start date
Grand Total
Releasing Order (R.O): After making the contract and before starting the
campaigning, agency will make Releasing Order and send to publishers/ Vender.
Google, Yahoo, Time of India ...Etc are the some of the publisher/ vendors. They are
also known as suppliers. Releasing order is also type of contract between agency and
publisher, R.O authenticating publisher to place the ads in their portals. Releasing
order consist of
Agency name
Brand Name
Campaign Name
Supplier Name
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Period of Campaign
Clicks expected
Creative: In this step creative team will execute the idea or plans of campaigns in to
final formats of the ads. Ads may be normal banners, Rich Media ads or videos.
Basically creative if one of heart part of the campaign. Client servicing personal want
to convey the needs of the brand to creative team based on the clients requirements.
Client servicing personal will show the creative work to clients and get approval from
them. If client is not satisfied with the work, agency will redo the creative work and
get approval from them.
Run Campaign: After completing the creative work agency will start running the
campaign to reach audience. For this client servicing personal will send the creative
work to the publishers. They will do the campaign in the behalf of agency.
Reports: Reports submitted by which vendors to agency, based on the running
campaigns of clients. The entire vendor while submit report to agency, client
servicing personal will receive these reports. Reports show how many people clicked
on the ads or total impression obtained.
Compile: After getting all reports from vendors, client servicing personal will
compile these reports and submit to clients. So client also know how many
impression or click they got from running the campaign.
Optimization: If client us not satisfied by the campaign result. Agency will make
changes in the campaign for improving the effectiveness and to achieve objectives.
Change may be improving the content quality, changing the vendor and selecting the
new vendors..etc.
End: End of the Campaign after achieving the objective or time duration, if the client
is interested in going with the campaign agency will do that.
Review of Campaign: Evaluating campaign based on standard and actual
performance of campaign. It will help to understand what isobar planned and what
53
actually happened. Based on this review agency can able improve the future
campaigns.
Bills: In this step vendors will submit bills to agency. Agency will compile all the
bills in to one bill and forward to clients. Billing process will be once in a month.
Payment: Payment of bill by client to agency and then to vendor by agency after
deducting the commission and tax. Tax including VAT and service tax.
Data provided by comScore does not include mobile internet user data and internet cafe user
data, so comScore data is low in size but its more relevant.
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2) Google Trends
Google Trends is a public web facility of Google Inc., based on Google Search, which shows
how often a particular search-term is entered relative to the total search-volume across
various regions of the world, and in various languages. The horizontal axis of the main graph
represents time, and the vertical is how often a term is searched for relative to the total
number of searches, globally. Below the main graph, popularity is broken down by countries,
regions, cities and language. Marketer can use Google Trend to know from where highest and
low search come from which location for their products.
3) Face dominator
Its tool using to understand competitors facebook fans and their details. It will help to do
customized campaigns through facebook.
5) Alexa.com
Alexa analyzes web usage from traffic data sources including their own Alexa Toolbar users
to eventually create traffic rankings for websites. This essentially determines how popular a
website is. Even though these scores are highly respected in certain circles, the traffic data
isnt a representative sample of the global internet population, but an extensive variety of
statistics taken from Alexa Toolbar users. [22] Another point to remember is that sites with
relative low traffic will not be accurately ranked by Alexa as it is difficult to ascertain the
correct figure from sites with fewer than 1000 visitors.
56
As part of this internship, I have done a research to understand the consumer buying behavior
of Indians in the digital era. First, we can understand consumer buying behavior, Kotler and
Keller defined consumer buying behavior as the study of the ways of buying and disposing
of goods, services, ideas or experiences of the individuals, groups and organizations in order
to satisfy their needs and wants. [23]
The main motive behind this research is zero moments of truth (ZMOT) of Google. In 2012
Google done a research to understand the change in consumer buying behavior, for that they
have taken samples from U.S, Canada, Mexico, Argentina, Russia, France, Netherlands,
Australia, Poland, Turkey and Brazil. After the research they arrived at a new concept called
ZMOT, which showing the big change in consumer buying behavior in the digital era.
In past years marketer believed that consumer get two moments to understand a brand.
Marketing efforts at that period will try to create stimulus in customers through
advertisements and this stimulus will lead customers toward two moments. At that period
one model was coined by P&G in 2005 and CEO said "The best brands consistently win two
moments of truth. The first moment occurs at the store shelf, when a consumer decides
whether to buy one brand or another. The second occurs at home, when she uses the brand
and is delighted, or isnt."[24]
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Sti
mul
us
Firs
Sec
ond
Mo
Mo
me
me
nt
nt
of
of
Tru
Tru
th
th
58
Stimulus is advertisement. Dad is watching a football game and sees an ad for digital
cameras. He thinks, That looks good.
First moment of Truth it will happen in the shopping Shelf. He goes to his favourite
electronics store, where he sees a terrific stand- up display for that same digital camera. The
packaging is great. A young sales guy answers all his questions. He buys the camera.
Second moment of truth is Experience or Post Purchase behaviour. Dad gets home and
the camera records beautiful pictures of his kids, just as advertised. He becomes loyal to the
brand.
Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of Truth.
Google coined this model through research of 5000 shoppers and asked them a simple
question, how many sources of information you will collect before making a purchase
decision? The survey revealed that the average shopper uses 10.4 sources of information,
ranging from TV commercials and magazine articles, to recommendations from friends and
family, to websites, ratings to blogs. [25] ZMOT model of customer buying behaviour is like
this.
59
Sti
mul
us
Fir
Sec
st
ond
Mo
Mo
me men
nt
t of
of
Tru
Tru
th
th
60
Lets take the pervious example; dad purchased the camera after see television ad. But now,
after seeing an ad dad will open his laptop and make a search or ask in social networking sites
or visit company site or see customer rating before making an action. Then only first moment
of truth and second moment of truth will come. So presence in digital is important for brands,
they need to use this platform to convince customers.
In this ZMOT report Google is advising brands to go for multi-screen marketing. The reason
for this was 77% of viewers use another device while they are watching TV. So if brands
go for multi- screen it will help to create efficient stimulus in customers. [25]
This is main motive for doing this research; one more thing is there penetration of internet in
India. I already mentioned about penetration of Internet in India in this report.
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62
7.1.4) Scope
This study is useful for determining the consumer buying behaviour of Indians. It can
able to help brands to reach their target group through appropriate media. It will present an
idea to brands, based on where to invest in achieve their marketing objectives.
7.1.5) Universe
Universe means the total population available for the study. In this study, the universe
constitutes all Indian, who have online presences.
7.1.6) Sample
Sample means a representation of the whole universe by a small population. Samples for this
research are under Indian youth and young Indians, who come under 17 to 45 year age groups
and who have online presences.
7.1.7) Sample size
The number of sample units selected from the total population is called sample size. Sample
size selected for this study is 200. Among them 146 are males and 54 are females.
7.1.8) Tools
Tools used for this research is an online questionnaire, which consist of 21 questions.
63
7%
News
13%
Advertisements
Family
40%
10%
Friends
30%
95%
64
Yes
No
Customer's Experience
Quantity
Attributes
21%
11%
10%
Quality
32%
Price
26%
Interpretation for 1 to 3: Samples are highly information seekers, 95 % of the sample will
do reach before purchase. Only 40% of the samples saying they get to know about a product
through advertisements, 30% get to know from friends and 10% from family. 32% of samples
are collecting information about quality of product the and 26% about price and 21% about
customer experience
4) Did you ever purchase from an online site?
19%
81%
Yes
No
5) If yes, then what type of product / services did you purchase online?
65
22%
Electronic
11%
Books
17%
Travel products
19%
Fashion accessories
Kichen an home items
2%
Toys
2%
11%
Sport equipments
13%
Gifts
3%
Automotives
Interpretations for 4 and 5: 81% of the sample will make online purchases also; mostly
they purchase electronic products, followed by fashion and travel accessories through online.
6) Do you watch television?
7%
YES
NO
93%
47%
53%
66
Yes
No
7%
YES
NO
93%
26%
YES
No
74%
Interpretation 6 to 9:
93% of the samples are watching T.V. 53% of the samples is watching T.V programs through
online portals. 93% are reading newspapers and 74% are reading news papers through online
portals.
67
1%
YES
NO
99%
6%
YES
NO
94%
30%
YES
NO
70%
13) Do you have an internet connection in any of the above mentioned gadgets?
68
4%
YES
NO
96%
33%
College
26%
Office
16%
Watching T.V
25%
21%
Watch Videos
E- books
Blogging
14%
6%
6%
News reading
11%
Shopping
12%
Surfing
16%
Games
14%
Interpretation 10 to 15:
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More than 90% of the sample have can mobile or Smartphone and laptops or PC.
While coming to tablets it is low, but it doesnt mean no one is using tabs. Still, 30%
of samples have a tablet. 96% of samples have an internet connection is any of these
gadgets, this showing the penetration of internet in India.
33% of the samples are using these gadgets while they are with their friends. 25% of
the samples are using these gadgets while watching T.V. 42% of samples are using
gadgets in office or college.
21% use these gadgets for chatting, 16% for surfing and 14% for watch videos &
games.
16) Do you ever notice advertisement?
3%
YES
NO
97%
6%
OOH
6%
Magazines
14%
Newspaper
17%
35%
TV
22%
18) Mention one from of media, which you give more importance?
70
Radio
OOH
Newspapers
4%
3%
11%
Online
48%
TV
34%
19%
7%
4%
11%
6%
10%
20) After purchase, what type of experience will you share with others?
71
22%
21%
14%
Bad experience 2%
Good experience
17%
67%
37%
4%
3%
Messaging
24%
32%
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8) FINDINGS
73
Indian customers are highly information seekers. They collect more information about
quality, price and refer customers experiences before purchasing a product.
Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
Indian consumers have high tendency to go for online purchase. They have high
affinity to go online for electronic products and apparels.
One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates very
early; they dont need to wait for daily newspapers.
In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96%
of samples have an internet connection is any of these gadgets, this showing the
penetration of internet in India.
If we take tablet, penetration in Indian is low. But it doesnt mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.
33% of the samples are using these gadgets while they are with their friends, so just
think about the reach. If one person noticed something which is cool and awesome
they will surely communicate to others.
25% of the samples are using these gadgets while watching T.V; its again a barrier
for brands which use TVC only. 21% of the samples are using this gadget for chatting
and 16% are using for surfing. What they are surfing? It can be about a product, local
events or locations...etc.
In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.
More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.
48% of samples are telling they give more importance to online ads and 34 % of
samples give importance to T.V.C.
From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can search
for more information after seeing an ad or online is the only two way communication
channel for customers.
74
22% of the samples do research through their lap or PC before purchasing a product
from the retail shop and 21% do research via mobile.
Most of the Indians prefer to purchase from a retail shop only, but before going to
retail shop they will seek information about the product through an online platform.
Here is actually change happens in consumer buying journey, early times consumer
belief a product only after seeing the product in a retail shop.
But now Indian customers want to get conviction about a product before going to
retail shop. So from a marketers view they want to convince their customers before
going to a retail shop.
Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
Brands are getting more touch points to reach target group in a cost effective manner.
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9) CONCLUSION
The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital
platforms are the custodians.
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Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other medias. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.
Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.
The research focused on the consumer buying behaviour shows that, Indian consumers are
highly information seeker and they will do research about a product before going to a retail
shop. So brands want to give platforms to consumers to understand their product or to get a
really feel of that brand.
I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.
I conclude my research by quoting again that Brands cant sustain without digital presence.
77
10)LEARNING POINTS
11)APPENDIX
80
81
What are the KRA for the brand campaign & that for product campaign?
Sales volume
Are there any numbers that needs to be achieved, reach, frequency, interaction, leads, etc? Pls share the details.
Sales Volume of 2 lk per month
Appendix 2: Proposal
82
84
Appendix 5: Questionnaire
85
86
5) If yes, then what type of product/ service did you purchase online?
Apparels
Electronic
Books
Travel Products
Fashion accessories
Kitchen and Home items
Toys
Sports equipments
Health and Beauty Products
Gifts
Automotive
Yes
No
13) Do you have internet connection in any of the above mentioned gadgets?
Yes
No
88
89
YouTube
Magazines
Out Door Hoardings
Radio
18) Mention one form of media from the list below, which you give more importance?
TV
Online
Newspaper
YouTube
Out Door Hoarding
Radio
Display ads in shops
20) After purchase, what type of experience will you share with others?
90
Age
Gender
91
12) REFERENCES
92
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14) TOI,2013.With 243 million users by 2014, India to beat US in internet reach: Study. [online]
Available from: http://timesofindia.indiatimes.com/tech/tech-news/With-243-million-users-by-2014India-to-beat-US-in-internet-reach-Study/articleshow/25719512.cms [Accessed on 10 April 2014]
15) Social Video Report, 2013. [online] Available from: http://socialvideoreport.com/ [Accessed on
11 April 2014]
16) INMOBI research report, 2012. Media Consumption [pdf]
17) Split Screen, 2011. What is digital marketing?. [online] Available from:
http://www.splitscreendigitalmarketing.com/#/what-is-digital-marketing/4547805997 [ Accessed on
11 April 2014]
18) Pamela,S., 2013. Pull or Push: Which Type of Digital Marketing is Most Effective?. [online]
Available from: http://www.ipost.com/blog/email-marketing/push-or-pull-which-type-of-digitalmarketing-is-most-effective/ [Accessed on 11 April 2014]
19) Kevin ,Ing.,2010. AIDMA & AISAS. [online] Available from:
http://empoweringabc.com/2010/08/04/a-is-for-aisas/ [Accessed on 11 April 2014]
20) comScore.2014.[online] Available from:
http://www.comscore.com/About_comScore/comScore_Fact_Sheet [Accessed on 30 April 2014]
21) comScore.2011.[pdf online ] Available from: http://www.google.co.in/#q=uses+of+comscore
Accessed on 30 April 2014]
22) Collin, Maessen.2013 Why You Shouldnt Use Alexa Traffic Statistics. [Online] Available from:
http://www.realsceptic.com/2013/08/12/why-you-shouldnt-use-alexa-traffic-statistics/ [Accessed on
30 April 2014]
23) John, Dudovskiy.2013 Consumer Buyer Behaviour Definition.[online] Available From:
http://research-methodology.net/consumer-buyer-behaviour-definition/ [Accessed on 3May 2014]
24) Star Group Author Team. 2011 The Zero Moment Of Truth And Why Marketers Must win It.
[Online] Available from: http://www.stargroup1.com/blog/zero-moment-truth-and-why-marketersmust-win-it [Accessed on 3 May 2014]
25) Google, 2012 ZMOT Ways to Win Shoppers at the Zero Moment of Truth Handbook. [Online]
Available on: http://www.thinkwithgoogle.com/research-studies/2012-zmot-handbook.html [Accessed
on 3 May 2014]
26) Martin, Weigel,2014 Brand building in a digital age: Old thinking for new times. [Online]
Available on: http://martinweigel.org/2014/02/18/brand-building-in-a-digital-age-old-thinking-fornew-times/ [Accessed on 10 May 2014]
27) Samraat, Kakkar.2014 You are Not the Custodian Of Your Brand Anymore. [online] Available on:
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on 10 may 2014]
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