Project on "Study on How digital marketing helps increasing web traffic?"

STUDY ON HOW DIGITAL MARKETING HELPS IN INCREASING WEB
TRAFFIC?
Project Report
Submitted By
Ronshow Bensy (17UBBA1502)
Under the Guidance of
Mr. Asif Nadheer
In partial fulfilment of the requirement for award of the degree of
Bachelor of Business Administration – Integrated Marketing and New Media
SACRED HEART COLLEGE THEVERA (AUTONOMOUS)
COLLEGE WITH POTENTIAL FOR EXCELLENCE
Nationally Re-Accredited At ‘A’ Level (Third Cycle)
March 2020

SACRED HEART COLLEGE THEVERA (AUTONOMOUS)
CERTIFICATE
This is to certify that the project report entitled, “Study on How digital marketing helps in
increasing web traffic?” is a bona fide record submitted by Mr. Ronshow Bensy, Reg.
No.17UBBA1502, in partial fulfillment of the requirements for the award of the Degree of
Bachelor of Business Administration-Integrated Marketing and New Media during the
academic years 2017-2020.
Date: PRINCIPAL

SACRED HEART COLLEGE (AUTONOMOUS), THEVARA
CERTIFICATE
increasing web traffic?”Has been successfully completed by Mr. Ronshow Bensy, Reg.
Bachelor of Business Administration-Integrated Marketing and New Media under my
guidance during the academic years 2017-2020.
Date: INTERNAL FACULTY GUIDE

SACRED HEART COLLEGE (AUTONOMOUS), THEVARA
CERTIFICATE
increasing web traffic?” Has been successfully completed by Mr. Ronshow Bensy, Reg.
Bachelor of Business Administration-Integrated Marketing and New Media with my
supervision during the academic years 2017-2020.
Date: DIRECTOR OF BBA

DECLARATION
I, Ronshow Bensy, Reg. No.17UBBA1502, hereby declare that this project work entitled
“Study on How digital marketing helps in increasing web traffic?”is my original work.I
further declare that this report is based on the information collected by me and has not
previously been submitted to any other university or academic body.
Date: RONSHOW BENSY (17UBBA1502)

ACKNOWLEDGEMENT
I would like to thank our beloved principal Fr. Prasant Palackappillil for this opportunity in
the form of our Final Year Project.
I would like to extend my thanks to our Director Fr. Limson Antony for both the opportunity
and guidance. He helped me establish the base of my Literature review.
I would like to extend my thanks to the Head of Department Mrs. Kalpita Chakrabortty and
all the staff (Mr. Asif Nadheer and Mr. Aravind T.S) for helping me with all the clarifications
that I had throughout.
Last but not least, a big thank you to my Project Guide Mr. Asif Nadheer for his guidance and
dedication in helping me with my project.
Date: RONSHOW BENSY (17UBBA1502)

EXCUTIVE SUMMARY
Today, firms are not satisfied with traditional marketing channels. Along with the increased
customer turnaround time, the importance of digital marketing has increased. The number of
companies using digital marketing channels is increasing. Kotler and Armstrong emphasis
that customer relationships to capture value importance. The dynamic infrastructure of digital
marketing channels makes this possible. It is possible to define digital marketing in different
ways. Digital marketing is also called “inbound marketing”. Which means that marketing
activities on internet and online other tools. With digital marketing companies improving
their effectiveness on each level of the shopping for cycle. Inbound advertising and marketing
permits an open conversation in the direction of the clients who became their interest to the
agency’s products or services and creates a private dating with them by way of promoting
content material tailored to their needs
With the increase in internet access rates, interest in digital marketing has also increased. The
fact that digital marketing tools are accessible by small and medium-sized companies is also
increasing its importance. In this study detail examine of digital marketing and its impact in
web traffic is researched

Table of Content
SL.No Content Page No
1 List of tables
2 List of figures
3 Introduction 1-11
4 Company and industry
profile
15-26
5 Data analysis and
interpretation
27-46
6 Findings, Suggestions and
Conclusion
47-49
7 Bibliography 50-52
8 Annexure 53-58

List of tables
Table no List of table Page no
2.1 Loopholes of digital
marketing
27
2.2 Brand awareness 28
2.3 Better visibility 29
2.4 Increase web traffic 30
2.5 Digital marketing increases
revenue
31
2.6 Effective source for brand
awareness
32
2.7 Purchase online 33
2.8 Web traffic leads to sales 34
2.9 Digital marketing tool 35
2.10 To increase web traffic is
through digital marketing
36
2.11 Digital marketing is cost
effective
37
2.12 Cope up with competition 38
2.13 Finding new potential
customers
39
2.14 Proper knowledge of digital
marketing
40
2.15 lead generation 41
2.16 Inefficient digital marketing
strategies
42
2.17 Benefit of digital marketing 43
2.18 purchase products online 44
2.19 important aspect in digital
marketing
45
2.20 Digital Marketing is a key
element in promotion
46

List of figures
Figure No List of figure Page no
1.1 Digital marketing tools 2
1.3 Example of online ads 9
1.4 Company logo 13
2.1 Loopholes of digital marketing 27
2.2 Brand awareness 28
2.3 Better visibility 29
2.4 Increase web traffic 30
2.5 Digital marketing increases
revenue
31
2.6 Effective source for brand
awareness
32
2.7 Purchase online 33
2.8 Web traffic leads to sales 34
2.9 Digital marketing tool 35
2.10 To increase web traffic is through
digital marketing
36
2.11 Digital marketing is cost
effective
37
2.12 Cope up with competition 38
2.13 Finding new potential customers 39
2.14 Proper knowledge of digital
marketing
40
2.15 Lead generation 41
2.16 Inefficient digital marketing
strategies
42
2.18 purchase products online 44
2.19 important aspect in digital
marketing
45
2.20 Digital Marketing is a key
element in promotion
46

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1.1 INTRODUTION
Digital marketing is the marketing of products or services using digital technologies on the
Internet, through mobile phone Apps, display advertising, and any other digital mediums.
The development of digital marketing, during the 1990s and 2000s, changed the way brands
and businesses use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops, digital marketing campaigns have become prevalent,
employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks and
games have become commonplace. Digital marketing extends to non-Internet channels that
provide digital media, such as television, mobile phones (SMS and MMS), call back, and on-
hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing
from online marketing.
There are a number of ways brands can use digital marketing to benefit their marketing efforts.
The use of digital marketing in the digital era not only allows for brands to market their
products and services, but also allows for online customer support through 24/7 services to
make customers feel supported and valued. The use of social media interaction allows brands
to receive both positive and negative feedback from their customers as well as determining
what media platforms work well for them. As such, digital marketing has become an increased
advantage for brands and businesses. It is now common for consumers to post feedback online
through social media sources, blogs and websites on their experience with a product or brand it
has become increasingly popular for businesses to use and encourage these conversations
through their social media channels to have direct contact with the customers and manage the
feedback they receive appropriately.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on
customers, since they are not sent directly from the company and are therefore not planned.
Customers are more likely to trust other customers’ experiences Examples can be that social

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media users share food products and meal experiences highlighting certain brands and
franchises. This was noted in a study on Instagram, where researchers observed that adolescent
Instagram users' posted images of food-related experiences within their social networks,
providing free advertising for the products.
It is increasingly advantageous for companies to use social media platforms to connect with
their customers and create these dialogues and discussions. The potential reach of social media
is indicated by the fact that in 2015, each month the Facebook app had more than 126 million
average unique users and YouTube had over 97 million average unique users
Fig 1.1: Digital marketing tools
 Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages

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(SERPs) primarily through paid advertising SEM may incorporate search engine
optimization (SEO), which adjusts or rewrites website content and site architecture to
achieve a higher ranking in search engine results pages to enhance pay per click (PPC)
listings
Fig 1.2: Google Analytics
 Content marketing attracts prospects and transforms prospects into customers by
creating and sharing valuable free content. Content marketing helps companies create
sustainable brand loyalty, provides valuable information to consumers, and creates a
willingness to purchase products from the company in the future. This relatively new

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form of marketing does not involve direct sales. Instead, it builds trust and rapport with
the audience.
 Influencer marketing (influence marketing) is a form of social media marketing
involving endorsements and product placement from influencers, people and
organizations who have a purported expert level of knowledge or social influence in
their field. Influencer content may be framed as testimonial advertising; influencers
play the role of a potential buyer, or may be involved as third parties. These third parties
can be seen in the supply chain (such as retailers or manufacturers) or as value-added
influencers, such as journalists, academics, industry analysts, and professional advisers
 Social media marketing is the use of social media platforms and websites to promote
a product or service. Although the terms e-marketing and digital marketing are still
dominant in academia, social media marketing is becoming more popular for both
practitioners and researchers. Most social media platforms have built-in
data analytics tools, which enable companies to track the progress, success, and
engagement of ad campaigns. Companies address a range of stakeholders through
social media marketing, including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic level, social
media marketing includes the management of a marketing campaign, governance,
setting the scope (e.g. more active or passive use) and the establishment of a firm's
desired social media "culture" and "tone."
 Social media optimization (SMO) is the use of a number of outlets and communities
to generate publicity to increase the awareness of a product, service brand or event.
Types of social media involved include RSS feeds, social news and bookmarking sites,
as well as social networking sites, such as Facebook, Twitter, video sharing
websites and blogging sites. SMO is similar to search engine optimization, in that the
goal is to generate web traffic and increase awareness for a website. In general, social
media optimization refers to optimizing a website and its content to encourage more
users to use and share links to the website across social media and networking sites.
SMO also refers to software tools that automate this process, or to website experts who
undertake this process for clients.

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 Email marketing is the act of sending a commercial message, typically to a group of
people, using email. In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It usually involves using email
to send advertisements, request business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased
lead list or a current customer database. The term usually refers to sending email
messages with the purpose of enhancing a merchant's relationship with current or
previous customers, encouraging customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase something immediately, and
sharing third-party ads.
 Web traffic is the amount of data sent and received by visitors to a website. This
necessarily does not include the traffic generated by bots. Since the mid-1990s, web
traffic has been the largest portion of Internet traffic. This is determined by the number
of visitors and the number of pages they visit. Sites monitor the incoming and outgoing
traffic to see which parts or pages of their site are popular and if there are any apparent
trends, such as one specific page being viewed mostly by people in a particular country.
There are many ways to monitor this traffic and the gathered data is used to help
structure sites, highlight security problems or indicate a potential lack of bandwidth.
Not all web traffic is welcomed. Some companies offer advertising schemes that, in return for
increased web traffic (visitors), pay for screen space on the site. There is also "fake traffic",
which is bot traffic generated by a third party. This type of traffic can damage a website's
reputation, its visibility on Google, and overall domain authority.
Sites also often aim to increase their web traffic through inclusion on search engines and
through search engine optimization.
Web traffic is measured to see the popularity of websites and individual pages or sections
within a site. This can be done by viewing the traffic statistics found in the web server log file,
an automatically generated list of all the pages served. A hit is generated when any file is

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served. The page itself is considered a file, but images are also files, thus a page with 5 images
could generate 6 hits (the 5 images and the page itself). A page view is generated when a visitor
requests any page within the website – a visitor will always generate at least one page view
(the main page) but could generate many more. Tracking applications external to the website
can record traffic by inserting a small piece of HTML code in every page of the website
Web traffic can be increased by placement of a site in search engines and purchase
of advertising, including bulk e-mail, pop-up ads, and in-page advertisements.
Web traffic can also be increased by purchasing through web traffic providers who are experts
at delivering targeted traffic, however, buying traffic in the past has seen many websites being
penalized on search engines.
1.2 Statement of the problem
 Digital marketing is one profound method in increasing web traffic as now a days online
consumers are growing rapidly similarly online purchases is booming too.
 In midst of this it is important to know which digital marketing tools and techniques
should be used on different platform to increase the web traffic therefore making the
ecommerce industry visible to all. Therefore this study is to analysis role of digital
marketing in increasing web traffic
1.3 Objective of the study
 To study on how digital marketing helps in increasing web traffic
 Identify different digital tools to increase web traffic
 Economy impact through web traffic

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1.4 Significance of the study
 Digital marketing is an key element in increasing web traffic
 Understanding different digital marketing techniques and tools
 Digital marketing helps in increasing revenues for the business
1.5 Limitation of study
 Since data was collected from industry itself privacy issues were there.
 There was an overdependence on secondary data.
 Since consumer online behaviour changes time to time chance of getting correct data
was difficult
1.6 Methodology
 Both primary and secondary sources of data have been utilised for the study.
Primary data were collected from Codesteaks digital marketing firm with the aid of
a questionnaire. The sampling method adopted was ‘Convenient Sampling’. Data
were collected from 50 Ecommerce companies and online website. A detailed
interview with the Founder of Codesteak, Mr.Krishnamurty also helped in gathering
ample primary data. Secondary data was collected from books, published reports,
journals and various websites. Data have been analysed with the aid of statistical
tools like percentages, graphs (Pie Chart and Bar Diagram), ratios etc.

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1.6 Scope of study
Digital marketing is a vital tool now a days through this study we can analysis different ways
to increase the web traffic therefore giving the ecommerce and online marketers better
marketing position and visibility. many companies face the issue of no visibility towards
customers due to lack of digital markting.Through this study we can have better outlook on
digital marketing tools and its effect on increasing web traffic
1.7 Literature review
A number of research papers and articles provide a detailed insight on Internet Marketing. The
findings from the literature are presented below: -
Internet marketing has been described simply as ‘achieving marketing objectives through
applying digital technologies’ (Chaffey et al., 2009). Digital marketing is the use of
technologies to help marketing activities in order to improve customer knowledge by matching
their needs (Chaffey, 2013). In the developed world, companies have realized the importance
of digital marketing. In order for businesses to be successful they will have to merge online
with traditional methods for meeting the needs of customers more precisely (Parsons, Zeisser,
Waitman 1996). Introduction of new technologies has creating new business opportunities for
marketers to manage their websites and achieve their business objectives (Kiani, 1998).
Marketing professional must truly understand online social marketing campaigns and programs
and understand how to do it effectively with performance measurement indicators. As the
market dynamics all over the world are changing in relation to the young audience accessibility
to social media and usage. It is important that strategic integration approaches are adopted in
organization’s marketing communication plan (Rohm & Hanna, 2011). With the above reviews
we can assume that GST is a tax reform which will change the scenario of the country as a
support for this review study. Blogs as a tool for digital marketing have successfully created
an impact for increasing sales revenue, especially for products where customers can read
reviews and write comments about personal experiences. For businesses, online reviews have
worked really well as part of their overall strategic marketing strategy (Zhang, 2013). Online

9
services tools are more influencing than traditional methods of communication (Helm, Möller,
Mauroner, Conrad, 2013).
Online advertising is a powerful marketing vehicle for building brands and increasing traffic
for companies to achieve success (Song, 2001). Expectations in terms of producing results and
measuring success for advertisement money spent, digital marketing is more cost-efficient for
measuring ROI on advertisement (Pepelnjak, 2008).
Today, monotonous advertising and marketing techniques have given way to digital marketing.
In addition, it is so powerful that it can help revive the economy and can create tremendous
opportunities for governments to function in a more efficient manner (Munshi, 2012). Firms in
Singapore have tested the success of digital marketing tools as being effective and useful for
achieving results. (Teo, 2005).
More importantly, growth in digital marketing has been due to the rapid advances in
technologies and changing market dynamics (Mort, Sullivan, Drennan, Judy, 2002). In order
for digital marketing to deliver result for businesses, digital content such as accessibility,
navigation and speed are defined as the key characteristics for marketing (Kanttila, 2004).
Other tried and tested tool for achieving success through digital marketing is the use of word-
of-mouth WOM on social media and for making the site popular (Trusov, 2009). In addition,
WOM is linked with creating new members and increasing traffic on the website which in
return increases the visibility in terms of marketing.
Social media with an extra ordinary example Facebook has opened the door for businesses to
communicate with millions of people about products and services and has opened new
marketing opportunities in the market. This is possible only if the managers are fully aware of
using the communication strategies to engage the customers and enhancing their experience
(Mangold, 2009). Today, monotonous advertising and marketing techniques have given way
to digital marketing. In addition, it is so powerful that it can help revive the economy and can
create tremendous opportunities for governments to function in a more efficient manner
(Munshi, 2012). Firms in Singapore have tested the success of digital marketing tools as being
effective and useful for achieving results. (Teo, 2005).
Marketing professional must truly understand online social marketing campaigns and programs
and understand how to do it effectively with performance measurement indicators. As the

10
market dynamics all over the world are changing in relation to the young audience accessibility
to social media and usage. It is important that strategic integration approaches are adopted in
organization’s marketing communication plan (Rohm & Hanna, 2011). With the above reviews
we can assume that GST is a tax reform which will change the scenario of the country as a
support for this review study. Blogs as a tool for digital marketing have successfully created
an impact for increasing sales revenue, especially for products where customers can read
reviews and write comments about personal experiences. For businesses, online reviews have
worked really well as part of their overall strategic marketing strategy (Zhang, 2013). Online
services tools are more influencing than traditional methods of communication (Helm, Möller,
Mauroner, Conrad, 2013).
As part of study, it is proven that users experience increase in self-esteem and enjoyment when
they adapt to social media which itself is a motivating sign for businesses and marketing
professional (Arnott, 2013). Web experiences affect the mental process of consumers and
enhance their buying decision online (Cetină, Cristiana, Rădulescu, 2012). The Internet is the
most powerful tool for businesses (Yannopoulos, 2011). Marketing managers who fail to utilize
the importance of the Internet in their business marketing strategy
With digital marketing channels, businesses that want to perform their activities can use many
different elements. Elements of digital marketing are suitable for use by firms of all sizes. The
most commonly used digital marketing elements are Online Advertising, E-mail Marketing,
Social Media Marketing, Text Messaging, Affiliate Marketing, Search Engine Optimization
(SEO) and Pay per Click Advertisement (PPC).
Online Advertising
Online advertising includes advertisements produced on the internet (Deshwal, 2016). Online
Advertising activities can be based on any internet website. In these types of ads, the advertiser
tries to choose the channels that which can best address the target audience. Accordingly,
adviser tries to create texts and images that clearly show the message he wants to give. Online
advertising is divided into categories within itself (Deshwal, 2016).

11
Fig 1.3: Example of online ads
E-mail marketing
E-mail marketing includes marketing activities via personal e-mail heaps. E-mail addresses
can be obtained from existing customer data or can be sold by private companies according to
the target group. Today, e-mail marketing is legally only if it is allowed. Businesses that do not
receive approval for e-mail marketing from their customers may face legal sanctions.
Unauthorized emails are called spam. Companies make ads based on their target groups by
creating content on the e-mail. These contents are mostly visual. Embedded links in the
incoming e-mail can be used to route destinations. E-mail receivers should also be provided
with the possibility to exit from the e-mail chain. Thus, it is possible to prevent the undesired

12
mails from driving and to prevent the brand image from creating a negative impression (Ellis-
Chadwick, Doherty, 2010).
Social Media Marketing:
Social media is generally referred to as the communities people meet on the internet. These
communities can be in different concepts. Social media tools are quite diverse today. Social
media tools can be categorized as in Table 2 below (Province of Ontario, Ministry of Economic
Development and Innovation, 2016).
Text Messaging:
Text messaging and marketing have been around for as long as mobile phones are being used.
Marketing with text messaging uses mobile tools. The main focus of these tools is mobile
phones. Marketing by text messaging is subject to the permission of the kit. Thus, unnecessary
messages are not being blocked. Consumers usually send text messages and a confirmation
message that they have approved to receive advertising messages. Based on this trail,
companies start to send advertising messages. The main advantage of text messages is that
instantly the desired information is transmitted to the target group. In addition, the increase in
the number of companies that use text messages causes many messages to go out. This reduces
the rate of looking at messages (Netmining, 2014).
Search Engine Optimization (SEO):

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Nowadays almost every internet user searches at least one key word in search engines. Thus,
the content they are looking for is accessible via search engines. The web sites in the search
engines are sorted according to certain criteria. Getting top rankings on search engines gives
your visitors more visitors. Therefore, companies want to optimize their internet sites according
to the search engines.
Pay per Click Advertisement (PPC): Search Engine Optimization (SEO) aims to organically
increase traffic to your website. Pay Per Click Advertisement aims at getting traffic with a fee.
The efficiency of this vehicle is measured by its display and click rates. There is a major service
provider offering this service. The most known product names that offer this service are known
as Google AdSense, Google Shopping Ads, and Facebook ads. Pay-per-click method there are
certain points to be considered by those who want to advertise. The goal is to determine the
target well. Thus, the money paid can be used efficiently. The other is to keep the display rate
and click rate high. One way to do this is to show the ad for the right target audience. Compared
to SEO, you can get faster results with pay-per-click method (Bouvier Kelly, 2015).

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1.8 CHAPTERISATION:
This study report is presented in four chapters as follows;
CHAPTER 1: The first chapter deals with a brief introduction to Digital marketing and states
the objectives, scope, relevance, literature review, methodology and limitations of the study.
CHAPTER 2: The second chapter deals with company profile and industry profile
CHAPTER 3: The third chapter has been earmarked for Data Analysis and Interpretation. This
chapter shows all the data collected from various sample units and the data are analysed using
various statistical tools and represented graphically and interpreted thereon
CHAPTER 4: The fourth chapter shows the findings, suggestions and conclusions drawn from
the above study.

15
COMPANY PROFILE
CodeSteak LLP
CodeSteak LLP is a registered company under the ministry of corporate affairs in India. The
idea of designing and developing the most minimalistic and efficient UIX (user interface and
experience) started in 2014 with an unregistered entity called Dike Internet. The entity was re-
branded as CodeSteak which is legally registered UIX development brand. Director and Chief
Executive, Krishna Moorthy kicked off the concept of CodeSteak with utmost passion with a
brilliant team of people working behind the development and customer happiness
Fig 1.4 Company logo
Goal and Vision
The idea of CodeSteak as a UIX (user interface and experience) design and development
company is to make the Internet a minimalistic space with more beautiful and minimalistic
designs with the utmost clear user experience. Attention to detail, performance, scalability,

16
economic feasibility and the design makes a website complete. We would love to see more
passion than pages.
Services
 UIX
User Interface and Experience crafted with utmost detailing and precision.
 Speed
Your website will load faster than a Ferrari. Take a deep breath.
 WordPress
Content Management System trusted by over 172M websites and counting.
 Server
Green servers with 99.99% uptime is all it takes to run a website.
 Woo Commerce
E-Commerce platform that powers over 3.9 Million stores online.
 Responsive
Flexible from all nooks and corners. Even on your smart watch, technically.
USER INTERFACE AND EXPERIENCE (UIX)
Mainly codestreaks focus on UIX building making a new opening in digital marketing strategy
Through minimal cost the output is high and assured.
UIX (User Interface XML) is a set of technologies that constitute a framework for building
web applications. The main focus of UIX is the user presentation layer of an application, with
additional functionality for managing events and for managing the state of the application flow.

17
UIX is designed to create applications with page-based navigation, such as an online human
resources application, rather than full-featured applications requiring advanced interaction,
such as an integrated development environment (IDE).
User experience (abbreviated as UX) is how a person feels when interfacing with a system.
The system could be a website, a web application or desktop software and, in modern contexts,
is generally denoted by some form of human-computer interaction (HCI).
Codesteaks packages
WooSteak – 69 k
 e-Commerce
 SSL security
 Server space
 Quick support
 Necessary pages
 Super-fast loading
 Responsive design
 Payment integrations
 Inventory management
WordSteak – 29k

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 WordPress
 SSL security
 Server space
 Quick support
 Necessary pages
YouSteak- 99k+
 Custom built
 SSL security
 Quick support
 Necessary pages
 Tailored for your brand
Clients
 Human stories
 Blue box
 KEMKO

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 ISUZU
 Lima
 Credence
 Grand Hayat
 BMW
IDUSTRY PPROFILE
The World Wide Web (WWW) is a network of online content that is formatted in HTML and
accessed via HTTP. The term refers to all the interlinked HTML pages that can be accessed
over the Internet. The World Wide Web was originally designed in 1991 by Tim Berners-Lee
while he was a contractor at CERN.
A global computer network providing a variety of information and communication facilities,
consisting of interconnected networks using standardized communication protocols.
The origins of the Internet date back to research commissioned by the federal government of
the United States in the 1960s to build robust, fault-tolerant communication with computer
networks. The primary precursor network, the ARPANET, initially served as a backbone for
interconnection of regional academic and military networks in the 1980s. The funding of the
National Science Foundation Network as a new backbone in the 1980s, as well as private
funding for other commercial extensions, led to worldwide participation in the development of

20
new networking technologies, and the merger of many networks. The linking of commercial
networks and enterprises by the early 1990s marked the beginning of the transition to the
modern Internet, and generated a sustained exponential growth as generations of institutional,
personal, and mobile computers were connected to the network. Although the Internet was
widely used by academia in the 1980s, commercialization incorporated its services and
technologies into virtually every aspect of modern life.
Most traditional communication media, including telephony, radio, television, paper mail and
newspapers are reshaped, redefined, or even bypassed by the Internet, giving birth to new
services such as email, Internet telephony, Internet television, online music, digital newspapers,
and video streaming websites. Newspaper, book, and other print publishing are adapting to
website technology, or are reshaped into blogging, web feeds and online news aggregators. The
Internet has enabled and accelerated new forms of personal interactions through instant
messaging, Internet forums, and social networking. Online shopping has grown exponentially
both for major retailers and small businesses and entrepreneurs, as it enables firms to extend
their "brick and mortar" presence to serve a larger market or even sell goods and services
entirely online. Business-to-business and financial services on the Internet affect supply chains
across entire industries.
The Internet has no single centralized governance in either technological implementation or
policies for access and usage; each constituent network sets its own policies. The overreaching
definitions of the two principal name spaces in the Internet, the Internet Protocol address (IP
address) space and the Domain Name System (DNS), are directed by a maintainer organization,
the Internet Corporation for Assigned Names and Numbers (ICANN). The technical
underpinning and standardization of the core protocols is an activity of the Internet Engineering
Task Force (IETF), a non-profit organization of loosely affiliated international participants that
anyone may associate with by contributing technical expertise. In November 2006, the Internet
was included on USA Today's list of New Seven Wonders.

21
When the term Internet is used to refer to the specific global system of interconnected Internet
Protocol (IP) networks, the word is a proper noun according to the Chicago Manual of Style
that should be written with an initial capital letter. In common use and the media, it is often not
capitalized, viz. the internet. Some guides specify that the word should be capitalized when
used as a noun, but not capitalized when used as an adjective. The Internet is also often referred
to as the Net, as a short form of network. Historically, as early as 1849, the word interknitted
was used capitalized as an adjective, meaning interconnected or interwoven. The designers of
early computer networks used internet both as a noun and as a verb in shorthand form of
internetwork or internetworking, meaning interconnecting computer networks.
The terms Internet and World Wide Web are often used interchangeably in everyday speech;
it is common to speak of "going on the Internet" when using a web browser to view web pages.
However, the World Wide Web or the Web is only one of a large number of Internet services.
The Web is a collection of interconnected documents (web pages) and other web resources,
linked by hyperlinks and URLs.The term Interweb is a portmanteau of Internet and World
Wide Web typically used sarcastically to parody a technically savvy user
The Internet of Things (IoT) is a system of interrelated computing devices, mechanical and
digital machines, objects, animals or people that are provided with unique identifiers (UIDs)
and the ability to transfer data over a network without requiring human-to-human or human-
to-computer interaction.

22
The definition of the Internet of Things has evolved due to the convergence of multiple
technologies, real-time analytics, machine learning, commodity sensors, and embedded
systems. Traditional fields of embedded systems, wireless sensor networks, control systems,
automation (including home and building automation), and others all contribute to enabling the
Internet of Things. In the consumer market, IoT technology is most synonymous with products
pertaining to the concept of the "smart home", covering devices and appliances (such as
lighting fixtures, thermostats, home security systems and cameras, and other home appliances)
that support one or more common ecosystems, and can be controlled via devices associated
with that ecosystem, such as smartphones and smart speakers.
There are a number of serious concerns about dangers in the growth of IoT, especially in the
areas of privacy and security, and consequently industry and governmental moves to begin to
address these
A website or web sites a collection of related network web resources, such as web pages,
multimedia content, which are typically identified with a common domain name, and published
on at least one web server. Notable examples are wikipedia.org, google.com, and amazon.com.
Websites can be accessed via a public Internet Protocol (IP) network, such as the Internet, or a
private local area network (LAN), by a uniform resource locator (URL) that identifies the site.
Websites can have many functions and can be used in various fashions; a website can be a
personal website, a corporate website for a company, a government website, an organization
website, etc. Websites are typically dedicated to a particular topic or purpose, ranging from
entertainment and social networking to providing news and education. All publicly accessible
websites collectively constitute the World Wide Web, while private websites, such as a
company's website for its employees, and are typically part of an intranet.

23
Internet and businesses
Before the Internet, businesses often found it difficult to connect to customers, speed up their
service and carefully watch the business climate. The Internet has revolutionized how business
is conducted and has helped create a more efficient market. Forrester Forecaster has predicted
that 8 percent of retail purchases will be made online by 2014. Forrester Forecaster also reports
that retail sales online totalled $155 billion in 2009.
Personable
The Internet has allowed businesses to create communities for those that share similar interests
in products and businesses. These communities help businesses develop their brand and create
a positive image. Businesses are able to customize products or services with ease, which
increases the satisfaction of the customers and increases profits. The Internet has enabled
business to obtain valuable information about the interests of certain demographics.
Consequently, businesses are also able to effectively use targeted advertising by appealing to
specific publishers and media that are specifically related to their product or service.
Information
The plethora of information on the Internet enables businesses to learn about trends that may
affect them, observe consumer behaviour, discover products that could enhance their service
or business and increase their knowledge of the industry. Information that used to be reserved
for the most influential people in the industry or academics is now easier to find. The
information also helps the consumers find products and services that are suitable for them. The
amount of reviews and information about businesses on the Internet helps consumers feel more
in control and comfortable with making a purchase. The speed of accessing information on the
Internet increases the rate of decision-making of both consumers and businesses and saves time
that can be used for productive activities.

24
Accessible
The Internet bridges the gap between consumers and businesses. The advent of the Internet has
made the presence of businesses global. Consumers have access to products that are abroad or
across state lines. Communication between consumers and businesses is more open and
transparent. Consumers can now use email, chat or forums to connect with other consumers,
ask pertinent questions about the service or product, obtain customer support and offer
suggestions. The communication between customers and businesses increases customer
satisfaction and enables businesses to get connected to the customers. The accessibility enables
businesses to further expand their service or product, which increases profit.
Easier Entry
In the past, entry into the business world was severely restricted. With the Internet, start-up and
advertising costs are significantly lower. Small businesses can start a low-cost website, gain
visibility and advertising through connecting with blogs, social networking and affiliate
programs and even find venture capital/investors. The Internet also enables people to find talent
with ease due to the use of online job boards and career-based social networking. The Internet
allows businesses to research products and services in demand to gain dominance over a niche.
This increases entry into small niches and reduces the chance of failure.
Investing

25
The Internet has eased the conditions of investing. It’s easier to track the profits of businesses
and research factors from the news that may affect a business. The Internet has opened
investing to more participants. Consumers can invest in businesses that they may not have
discovered without the Internet.
Ability to Communicate
A business' ability to communicate with its employees, customers and associates changed
dramatically when the Internet yielded new communication tools. Email and instant messaging
have changed the face of business communication. According to a study conducted by the
Small Business Administration, 36 percent of women business owners and 38 percent of male
business owners use email very frequently, while over half of both men and women use email
at least occasionally.
Rise of Telecommuting
Many businesses are now offering the option for their employees to work from home using
office equipment provided by the company. This process, referred to as telecommuting, allows
a business to decrease its overhead costs by needing less office space and using less in utilities
for daily operation. According to the Suite Commute website, in 2008, 33.7 million employees
telecommuted.
Marketing to a Wider Area
With the advent of Internet marketing, a business must stay abreast of the needs of its
customers. Competition is no longer localized; a business now has competition all over the
world. It is imperative that a business know what its customers want and deliver it. Surveys,
questionnaires, feedback forms and comments on a website can be used to monitor a business'
customers' needs.
Using Digital Advertising

26
Including the Internet in a business' advertising budget extends a business' ability to attract
customers from their back yard to all four corners of the globe. Websites, banner placement
and search engine optimization, also referred to as SEO, allow a business to have a presence
on the web and reach millions of potential customers.
Collaborating with Other Businesses
Working with other businesses and professionals is simplified with the use of the Internet.
Internet seminars, also called webinars, make collaborating on projects with people all over the
world as easy as logging onto a website.
Bargaining power of customers:
The internet has made the customer well informed about products and available substitute.
Companies have to be careful in presenting differentiation and pricing.
Bargaining power of suppliers:
Suppliers are well informed about happening in the industry thanks to the internet.
Threat of competition:
The internet has made transparency and honest important factor in success of the company.
Customers tend to know more about the company. The internet has lowered the cost of
searching new available products.

27
Business Transaction:
The internet has encouraged the culture of online business or e-commerce. In recent years many
players have opened shops through e-commerce. Internet banking, payment gateways, etc. are
part of normal supply chain transaction.
Work Flexibility:
The internet has enabled workers to log in from remote location and home. It has helped on the
move employees by remaining in touch with happenings of work.
Web based application:
The internet has facilitated the development of concept like cloud computing, which has
enabled process and storing of data in large proportion. The internet has helped reduce
infrastructure cost of the company.
The Internet Industry consists of companies that provide a wide variety of products and services
primarily online through their Web sites. Operations include, but are not limited to, search
engines, retailers, travel services, as well as dial-up and broadband access services. As product
offerings can vary widely within the industry, participants don't all compete with each other.
The industry is not particularly capital intensive, although some participants must continually
invest in their operations to remain competitive. Many companies have healthy cash flow,

28
which can be used for capital expenditures, to make acquisitions, and to repurchase shares. The
presentation of historical figures, estimates, and projections for Internet companies follows the
standard Value Line page format.
Industry Fundamentals
Companies in the Internet Industry operate in a highly competitive environment, subject to
rapid technological change. Barriers to entry vary, depending upon the particular markets
served. Internet companies operate on the global stage, and results often depend upon the
performance of overseas markets and currency exchange rates. Moreover, weakness in the
retail economy or lower online advertising expenditures can hinder the performance of many
participants. Still, long-term prospects for the industry are fairly encouraging. Trends such as
increasing worldwide Internet usage, overseas expansion, and the continued popularity of
online advertising ought to further benefit companies in this industry. As a result, many
industry participants seem well-positioned in attractive markets.
Revenues
One important measure that potential investors ought to consider when examining Internet
companies is revenue growth. The performance of a particular market, along with a company's
share of that market, are important drivers of top-line growth. Revenues can also be impacted
by such factors as subscriber growth and transaction volume. A strong top-line advance is much
more difficult to achieve during periods of economic weakness.
Earnings per Share

29
Profitability can vary considerably among industry participants, depending upon the markets
they serve and the cost structure of their operations. Recent trends in profit margins can signal
investors about a company's operating health, or lack thereof. Return on equity is another
important measure that investors ought to consider. Companies with a strong competitive
advantage and capable management are more likely to sport wide profit margins and earn high
returns on equity.
Share earnings are perhaps the most important driver of stock prices, and industry participants
with strong earnings growth over an extended period will most likely experience healthy stock
price appreciation during that time frame. Several Internet companies have been active in share
repurchases, and it seems likely that buybacks will continue to be a feature of this group.
New Offerings
Given the dynamic nature of the Internet industry, companies must innovate to remain
competitive. This can simply mean offering customers new products and services. However,
industry participants must also position themselves to benefit from technological
developments, and the creation or expansion of markets. For example, in the search engine
arena, prospects appear bright in the mobile and video markets. The continued introduction of
new applications in these areas appears likely.
Acquisitions and Partnerships
Acquisitions and strategic partnerships are not unusual for companies in the Internet Industry.
These moves allow participants to better serve customers and gain market share. The
acquisition of a rival can reduce competitive pressure, whereas the purchase of a new
technology can allow a company to better serve its own markets and enter new ones. Ideally,
these activities allow a company to diversify its revenue stream and will ultimately prove

30
accretive to earnings. Smaller companies may even find themselves the target of an acquisition.
In sum, Internet companies will likely continue to make acquisitions and form partnership
agreements, though their timing and scope are uncertain.
Restructuring Initiatives
During a challenging economic period, industry participants can engage in a number of
measures to improve performance. The divestiture of underperforming, noncore operations is
one strategy. A realignment of a company's operations is another. Furthermore, many
companies initiate measures to improve their cost structure during difficult times.
Final Thoughts
With solid cash balances and low debt-to-equity ratios, many industry participants sport a
healthy capital position. This is especially important during periods of economic distress. The
Internet Industry appears to have attractive growth prospects, suggesting that aggressive
investors may find some of these stocks attractive. However, conservative accounts may prefer
to look elsewhere, given the uncertainty associated with this industry. As a whole, this group
carries above-average market risk. Results can vary significantly from one period to the next
for some industry participants, and these stocks have below-average scores for Price Stability
and Earnings Predictability. Moreover, income-oriented accounts may have little interest here,
since few participants pay dividends.
When analysing a particular company, investors are well advised to consider growth in
revenues and share earnings in recent years. Companies with an established track record of
sustained profitability are obviously preferable. Timeliness is also an important consideration,
especially for momentum investor

31
ANALYSIS AND INTERPRETATION OF DATA:
This chapter is devoted to analyse the primary and secondary data collected through the course
of study and to draw the interpretations therefrom. The perceptions of the respondents with
regard to the matters under study are also analysed in this chapter
Table No 2.1 What loopholes do digital marketing has over traditional marketing?
Interpretation: Most of the respondents opined that the all the issues listed above is the
drawback of digital marketing followed by privacy issues and fraudulent is an issue regarding
in effective digital marketing. From the above it is clear that people privacy, lack of
demonstration etc. is way digital marketing can’t be implemented in an effective way
The above data is represented in a graphically way
Choices Response %
Privacy issue 10 20
More susceptible 0 0
More scope of fraudulent 10 20
Lack of demonstration 0 0
All of the above 30 60
Total 50 100

32
Fig 2.1
Privacy issue More susceptible More scope of fraudulent
Lack of demonstration all of the above

33
Table no 2.2 Brand awareness is more through digital than offline
Choices Response %
Agree 13 26
Disagree 5 10
Neutral 2 4
Strongly agree 30 60
Strongly disagree 0 0
Total 50 100
Interpretation: From the above it is well said that brand awareness is more effective through
digital than offline that is, most of the respondents agreed on this factor followed by that there
is a disagreement by less in no
The above data is represented in pie chart,
Fig 2.2
Agree Disagree No opium Strongly agree Strongly disagree

34
Table no 2.3: Companies should focus on digital marketing for better visibility
Choices Responses %
Agree 20 40
Disagree 5 10
Neutral 0 0
Total 50 100
Interpretation: 90% of the respondents have agreed on the factor that digital marketing should
focus on better visibility followed 20 respondents agreed on the factor where 5 respondents
disagreed
The above data is represented in pie chart
Fig 2.3
Agree Disagree No opium Strongly agree

35
Table no 2.4: Digital marketing helps in increasing wed traffic
Choices Response %
Agree 8 16
Disagree 0 0
Neutral 0 0
Total 50 100
Interpretation: From the above data respondents have agreed and strongly supported the factor
that digital marketing increase web traffic
Fig 2.4

36
Table no 2.5: Digital marketing is a prime strategy to increase revenue
Choices Response %
Agree 7 14
Disagree 10 20
Neutral 1 2
Total 50 100
Interpretation: from the following it can be said most respondents strongly agreed on the factor
followed 10 of the respondents disagree on the factor digital marketing cannot increase revenue
of an company adding there are 7 respondents agree to the factor and 2 who strongly disagree
Fig no 2.5

37
Table no 2.6: Which source is more effective in brand awareness?
Choices Response %
Print ads 10 20
Television commercials 5 10
Outdoor media 5 10
Digital platforms 30 60
Total 50 100
Interpretation: from the following most respondents preferred digital platforms than other
medium where T.V commercials and outdoor media has less response
The above data is represented in bar graph
Fig 2.6
0
0.2
0.4
0.6
0.8
1
1.2
Category 1
print ads T.V commercials outdoor media Digital platform

38
Table no 2.7: Now a days purchases over online is more therefore it makes digital marketing
need of the hour
Choices Response %
Agree 12 24
Disagree 2 4
Neutral 10 20
Total 50 100
Interpretation: from the following most respondents have strongly agreed that digital marketing
is very important following few respondents have agree to the factor similarly .respondents
have an neutral side to this factor too
Fig 2.7

39
Table no 2.8: Increase in web traffic leads to more online purchase which is through effective
digital marketing
Choices Response %
Agree 30 60
Disagree 0 0
Neutral 10 20
Total 50 100
Interpretation: it is clear from the above that effective digital marketing can increase both web
traffic a revenue for a company provided with effective digital marketing strategies and tools
Fig no 2.8
Agree Disagree Neutral Strongly agree Strongly disagree

40
Table 2.9: Which among this is an effective digital marketing tool
Choices Response %
Social media marketing 9 18
Content marketing 15 30
SEO 17 34
Influence marketing 5 10
Email marketing 4 8
Total 50 100
Interpretation: from the following data SEO has is said to be more effective tool than others
followed by content marketing and social media marketing.
Fig 2.9
Social media marketing Content marketing SEO
Influence marketing Email marketing

41
Table no 2.10: Best way to increase web traffic is through digital marketing
Choices Response %
Agree 25 50
Disagree 0 0
Neutral 5 10
Total 50 100
Interpretation: it is clear from the above data that prominent method to increase web traffic is
through digital marketing where 25 respondents agreed and 20 strongly agreed to this factor
Fig 2.10

42
Table no 2.11: Digital marketing is cost effective than traditional marketing
Choices Response %
Agree 5 10
Disagree 0 0
Neutral 10 20
Total 50 100
Interpretation: It can be Interpreted that 35 of the respondents strongly agree to the factor digital
marketing is cost effective whereas 10 of the respondents is neutral to the factor followed 5 of
the respondents agreed to the factor
Fig no 2.11

43
Table no 2.12: Digital marketing is a key factor for a company to cope up with competition
Choices Response %
Agree 25 50
Disagree 10 20
Neutral 5 10
Total 50 100
Interpretation: it can be Interpreted that digital marketing is an imp factor to hold an market
share that is to compete with the competitors , from the following 25 respondents agreed to this
factor where there are 10 respondents disagreeing this factor
The above data is represented in bar graph,
Fig 2.12
0 1 2 3 4 5
strongly disagree strongly agree neutral disagree agree

44
Table no 2.13: Digital marketing helps in finding new potential customers
Choices Response %
Agree 13 26
Disagree 7 14
Neutral 2 4
Total 50 100
Interpretation: from the above data we can see that most respondents that is, 18 have agreed to
the factor that digital marketing helps in finding new potential customers whereas followed by
that 13 respondents have agreed and 10 respondents disagreeing to this factor
The above data is represented in pie chart,
Fig 2.13

45
Table no 2.14: Proper knowledge of digital marketing tools and techniques is essential
Choices Responses %
Agree 10 20
Disagree 3 6
Neutral 5 10
Total 50 100
Interpretation: it is evident from the above data that digital marketing requires proper
knowledge digital marketing e where 30 respondents agreed to this factor followed 10 have
agreed to this. Less respondents are there both disagreement and neutral
Fig 2.14

46
Fig 2.15: Digital marketing helps in lead generation
Choices Responses %
Agree 30 60
Disagree 3 6
Neutral 2 4
Strongly agree 5 10
Total 50 100
Interpretation: from the following data it is evident that digital marketing helps in lead
generation where 30 respondents have agreed on this factor following there is an disagreement
by 10 respondents
Fig 2.15

47
Table no 2.16: Less web traffic means inefficient digital marketing strategies
Choices Responses %
Agree 14 28
Disagree 6 12
Neutral 10 20
Total 50 100
Interpretation: it is clear that poor digital marketing strategies leads to less web traffic which is
agreed by 14 and strongly agreed by 17 respondents followed 10 respondents were neutral
Fig no 2.16

48
Table no 2.17: Visibility and web traffic is the key benefit of digital marketing
Choices Responses %
Agree 16 32
Disagree 7 14
Neutral 4 8
Total 50 100
Interpretation: it is evident that 23 respondents have strongly agreed to the factor that these
both are the key factors whereas 16 respondents have agreed followed 7 of the respondents
disagreed to this statement
Fig 2.17

49
Table no 2.18: I like to purchase products online because
Choices Responses %
Convenience 16 32
Pricing 7 14
Choice of products 4 8
Better quality of products 23 46
Total 50 100
Interpretation: it is evident that 23 respondents have strongly agreed to the factor that these
both are the key factors whereas 16 respondents have agreed followed 7 of the respondents
disagreed to this statement
Fig 2.18

50
Table no 2.19: What is the most important aspect in digital marketing?
Choices Response %
Research 5 10
Effective use of tools 0 0
Knowledge of the target
audience
10 20
Knowing customer
journey(UX)
35 70
Total 50 100
Interpretation: It can be Interpreted that 35 of the respondents strongly agree to the factor digital
marketing is cost effective whereas 10 of the respondents is neutral to the factor followed 5 of
the respondents agreed to the factor
Fig no 2.19

51
Table no 2.20: Digital Marketing is a key element in promotion
Choices Response %
Agree 8 16
Disagree 0 0
Neutral 0 0
Total 50 100
Interpretation: From the above data respondents have agreed and strongly supported the factor
that digital marketing increase web traffic
Fig 2.20

52
Findings
 Digital marketing is required to increase web traffic therefore increases the profitability
of the company and visibility
 UI/UX is effective and helps to build traffic and leads
 UI/UX identification is an important stage in digital marketing strategy
 Digital marketing is an prominent way In increasing revenue for an organisation
 Digital marketing increase lead therefore giving better sales to the company
 Digital marketing helps in finding new potential clients
 Brand awareness can done through effective digital marketing
 Digital marketing is the primary method to increase web traffic
 Proper knowledge of the digital marketing tools and techniques is essential
 Digital marketing is the need of the hour since every activities are through online
 Digital marketing is an cost effective strategy compared to traditional platform
 SEO is one of the main tools used by digital marketers
 Social media and content marketing are too important tools
 Proper strategy and customer study should be done before digital marketing
 Digital marketing helps companies to reach out to an wider customer
 Privacy issues and fraudulent t are the main loopholes of digital marketing
 Digital usage of customers are increasing therefore makes digital marketing vital

53
Suggestions
 Companies should mix & match various mediums to reach their desired target audience.
 This will help to spread awareness among them and to influence buyers behaviour
 Every company big or small should grab this advantage and include Digital marketing
in their marketing efforts. Digital marketing forms can be mainly SEO, Social media
marketing, Email marketing etc.
 Consumers find certain benefits in digital marketing over traditional marketing;
therefore companies can spend more on online media rather than the traditional tools
 Proper planning and knowledge of customer , digital marketing tools is an essential
element therefore proper measures should be taken
 Customer data should be kept safe and protected preventing any hack or other cyber
attack

54
Conclusion
The study concludes that consumers rely upon more than one medium in order to enhance their
brand related knowledge. It means that they use the combination of various sources for making
final purchase decision. Along with the traditional sources now a days they rely on online
platforms Consumers do require detailed information about the brand so as to evaluate its
strengths & weaknesses; this ample amount of information then saves their time by allowing
them to make the purchase decision quickly. The study also reveals that main reason for
growing importance of digital marketing as the increasing literacy about internet among people.
They have identified that internet is truly advantageous through which they can serve their
various purposes mainly social networking, online shopping & media sharing (photo, music,
video). This efficacy of internet has intensified their tendency of being online. Which makes
digital marketing important and its role in increasing web traffic Today’s consumers strongly
feel that every company must use this efficacy to strengthen its marketing efforts. So that they
will get motivated to use digital marketing with the intent of getting access to exclusive content
about the brand and getting discount and sharing their feedback about brand with the advent of
internet technology, consumers’ preference towards traditional marketing tools has decreased.
Most popular traditional marketing tools are television & print media. The major benefits of
digital marketing are its capability of interaction between consumers and advertisers followed
by availability of wide range of information & ease of shopping. These benefits make digital
marketing superior than traditional marketing. But at the same time consumers are susceptible
about the user-safety side of internet. They feel that digital marketing is unsafe as it may lead
to increase in frauds & privacy issue.

56
Articles
1. Philip Kotler & Kevin Lane Keller, Marketing Management, 2006,
2. Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd.,
2002,
3. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education,
2006,
4. Belch, G. E. and Belch, M. A., 2004. Advertising and Promotion – An Integrated Marketing
Communications Perspective. 6th Ed. New York: Tata McGraw-Hill.
5. Beard, Fred K., Conflict in the Integrated Marketing Communications Task Group, in
Proceedings of the 1993 Conference of the American Academy of Advertising, E. Thorson,
Ed., Omnipress, Madison, Wl. 1993,
6. Abed Abedniya, Sahar Sabbaghi Mahmouei, The Impact of Social Networking Websites to
Facilitate the Effectiveness of Viral Marketing, December 2010, International Journal of
Advanced Computer Science and Applications, Vol. 1, No.6
7. Andrea C. Wojnicki, Word-of-Mouth and Word-of-Web: Talking About Products, Talking
About Me, 2006, Advances in Consumer Research, Volume 33.
8. Chaffey, D., Ellis-Chadwick, Johnston, K.F. and Mayer, R., 2003. Internet Marketing:
Strategy, Implementation and Practice. 2nd ed. Edinburgh: Pearson Education

57
Websites
 http://www.ukessays.co.uk/essays/marketing/integrated-marketingcommunication.php
 http://alexandramimoun.wordpress.com/thesis-integrated-marketingcommunications
 http://www.articlesbase.com/marketing-tips-articles/integrated-
marketingmanagement-imc-4029166.html
 http://www.scoop.it/t/imc-integrated-
marketingcommunication/p/4001040025/2013/05/05/the-communication-mix
 http://www.socialmediatoday.com/content/marketing-trends-2013-and-beyond
 http://teamkuhner.com/2011/09/20/integrated-marketing-communication-imc/
 http://www.get-free-web-traffic.com/benefits-of-online-marketing.html
 http://EzineArticles.com/?expert=Jerry_Ihejirika
 http://ezinearticles.com/?Benefits-of-Internet-Marketing&id=3068318
 www.proquest.com
 www.emarald.com
 www.wikipedia.com
 www.techopedia.com
 www.webopedia.com

59
QUESTIONNAIRE:
1. What loopholes do online marketing has over traditional marketing?
 Privacy issue
 More susceptible
 More scope of fraudulent activities
 Lack of demonstration
 Often interpreting
2. Brand awareness is more through digital than offline
 Agree
 Disagree
 Neutral
 Strongly agree
 Strongly disagree
3. Companies should focus on digital marketing for better visibility
 Agree
 Disagree
 Neutral
 Strongly agree
4. Digital marketing helps in increasing web traffic
 Agree
 Disagree

60
 Neutral
 Strongly agree
5. Digital marketing is a prime strategy to increase revenue
 Agree
 Disagree
 Neutral
 Strongly agree
6. Which source is more effective in brand awareness?
 Print ads
 Television commercials
 Outdoor media
 Digital platforms

7. Now a days purchases over online is more therefore it makes digital marketing need of the
hour
 Agree
 Disagree
 Neutral
 Strongly agree
8. Increase in web traffic leads to more online purchase which is through effective digital
marketing

61
 Agree
 Disagree
 Neutral
 Strongly agree
9. Which among this is an effective digital marketing tool?
 Social media marketing
 Content marketing
 SEO
 Influence marketing
 Email marketing
10. Best way to increase web traffic is through digital marketing
 Agree
 Disagree
 Neutral
 Strongly agree
11. Digital marketing is cost effective than traditional marketing case study on company UIX
 Agree
 Disagree
 Neutral
 Strongly agree

62
12. Digital marketing is a key factor for a company to cope up with competition
 Agree
 Disagree
 Neutral
 Strongly agree
13. Digital marketing helps in finding new potential customers
 Agree
 Disagree
 Neutral
 Strongly agree
14. Proper knowledge of digital marketing tools and techniques is essential
 Agree
 Disagree
 Neutral
 Strongly agree
15. Digital marketing helps in lead generation

63
 Agree
 Disagree
 Neutral
 Strongly agree
16. Less web traffic means inefficient digital marketing strategies
 Agree
 Disagree
 Neutral
 Strongly agree
17. Visibility and web traffic is the key benefit of digital marketing
 Agree
 Disagree
 Neutral
 Strongly agree
18. I like to purchase products online because
 Convenience
 Pricing
 Choice of products
 Better quality of products
 All of the above

64
19. What is the most important aspect in digital marketing?
 Research
 Effective use of tools
 Knowledge of the target audience
 Knowing customer journey (UX)
 All of the above
20. Digital Marketing is a key element in promotion
 Agree
 Disagree
 Neutral
 Strongly agree

Project on "Study on How digital marketing helps increasing web traffic?"

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