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A STUDY ON COMPARATIVE ANALYSIS OF DIGITAL AVERTISING AND
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GENERAL INTRODUCTION
Today’s time of Internet has opened the gateway of tremendous digital marketing
opportunities for businesses. By utilizing different channels of digital marketing, businesses
cannot just share their product and services online; additionally they can gain clients for their
business, entice them and can convert them to boost their ROI. The speed and
straightforwardness with which the digital media transmits data and support a business is
astonishing.
In this Introduction to Digital Marketing E-Guide, every single aspect of Digital Marketing
will be discussed to help marketers understand what Digital Marketing is, how it functions,
and how it can help them optimize their marketing campaign.
The world is super-connected nowadays and all things considered, marketing and advertising
are no more the same as they once were. This is particularly valid because of the ascent of
online networking, which has changed how organizations speak with potential and existing
customers.

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DEFINITION OF DIGITAL MARKETING
Digital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable,
and interactive marketing of products or services by utilizing digital innovation to target the
customers, and transform them into clients in a sustainable fashion. The whole concept and
functionalities of Digital Marketing are more competent, effective, result-oriented and
measurable, which make it very different from traditional marketing.
The traditional way of marketing lets businesses market their products or administrations on
print media, radio and TV commercials, bill boards, business cards, and in numerous other
comparable ways where Internet or web-based social networking sites were not utilized for
promoting.
However, traditional promoting approaches had constrained client reachability and extent of
driving clients’ purchasing conduct. In addition, traditional marketing methods were not
quantifiable too. Let us understand noticeable difference between Traditional Marketing &
Digital Marketing
DIGITAL MARKETING INCLUDES :-
1) Search engine optimization.
2) Social media marketing.
3) Online paid advertising

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HISTORY
International Journal of Advanced Research Foundation reveals the following in 2016.
Between 1971 and 1972, The ARPANET is used to arrange a sale between students at the
Stanford Artificial Intelligence Laboratory and the Massachusetts Institute of Technology, the
earliest example of electronics or digital commerce.
1979: Michael Aldrich demonstrates the first online shopping system.
1981:Thomson Holidays UK is first business-to-business online shopping system to be
installed.
1996: India MART B2B marketplace established in India.
2007:Flipkart was established in India. Every E-marketing or commercial enterprises uses
majorly digital means for their marketing purposes.
In 2011, the digital marketing statistics revealed that advertising via the mobile phone and
tablets was 200% lower than that of the following years. During this year, the net worth was
$2 billion. The growth was in a geometric progression as it rose to $6 billion in 2012. The
competitive growth demands for more improvement in the career works and professionals are
being added to the field.
From 2013 to March 2015, the investment total increase was 1.5 billion dollars over the
preceding years. There has been an impressive growth up till this present moment.
The report by the International Journal of Advanced Research Foundation revealed that
summarized that India is getting to see the golden period of the Internet sector between 2013
to 2019 with incredible growth opportunities and secular growth adoption for E-Commerce,
Internet Advertising, Social Media, Search, Online Content, and Services relating digital
marketing.

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Today, digital marketing industry in India is growing at its peak, and is still continuous.
Many factors are responsible for this growth. The use of communication tools has greatly
changed in the year past. No one ever thought to have a credible deal online. The below
figure indicates the digital marketing statistics.
The belief was that online information is virtual information full of lies. No one could listen
to any online advertisement not to talk of purchasing groceries, furniture or clothes. The story
has really changed. Everything from marketing to sales can be done online. This is due to the
trust that has been restored back to online communication in India. This has really helped the
marketing initiatives. The revolution is from the communication industries. Low cost of
handset is now available making it possible for India to have about 600 million internet users
which ultimately creates a fascinating business opportunity to sell to a growing population.
Moreover, the development in the digital marketing industry in India evident in the marketing
shift from anonymity to identity. Interaction on the Internet now looks more physical as
opposed to the anonymity of identity in the past. Also, marketing information’s is moving
along in the same line with entertainment. People of India needed an exciting spirit always.
This targets their interest into the marketing information.

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Several factors have been found to contribute to the growth of digital marketing in India.
Before now, internet usage was only meant for the wealthy. There is now a great change in
the lifestyle of the middle class. The Very majority now have access to the internet in India.
Internet and 3G penetration revolutionized the marketing scenario for both consumers and the
marketers. It was discovered that changes in lifestyle and standard of living had increased the
level of consumption, quality and also the pattern of consumption. The quality of use in the
urban centers of India is on a high side. This is because majority doesn’t have time for
shopping. Apart from struggles to earn money, people want some other things to be done at
their own convenience.
The following survey from people indicates the size of Digital Marketing industry in India:
 34% of the companies already had an integrated digital marketing strategy in 2016
 72% marketers believe that traditional model of marketing is no longer sufficient and
this will make the company revenue to be increased by 30% by the end of 2017.

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In 2017, 80% businesses will increase their digital marketing budget which may surpass the
IT budget. Only the illiterates could not access the potentials of the digital marketing because
of the accessibility to computing devices and computer education. Many of the people in this
category still don’t trust the method of an online payment and they lack training in English
Language and other foreign languages to market online in global markets.
The following are the channels that are playing an active role in the development of digital
marketing industry in India.
MOBILE MARKETING
Digital marketing overview reveals that Social media has been playing a supporting role to
marketing. Over the years, it has been noticed that 92% of social media users are from the
mobile devices. This enables the size of digital marketing industries.
According to the research made by the Internet and Mobile Association of India (IAMAI,
2008), communication has become a real mass communication tools having about 286
million accounts in 2008. The Indian telecommunications market has tremendous growth
opportunities and according to IAMAI is projected to exceed 500 million by 2010. According

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to TRAI, the numbers of mobile subscriber based in India grew to 980.81 million users in the
second quarter of 2015.
Adoption for the mobile device is getting higher day by day. SMS marketing is one of
the true mass market media channels across many demographics before the convergence of
mobile internet and mobile devices.
VIDEO MARKETING
Growing need for the visual content has turned video marketing be one of the most appealing
trends of digital marketing in 2017.
EMAIL MARKETING
Email marketers of some of the most successful marketing agencies claim a return of $40 for
every dollar they invested. From the digital marketing overview, it was discovered that well-
targeted email marketing will be one of the most effective ways of ensuring conversions in
2017. As shown from the figure below, email is one of the most effective methods for digital
marketing as there is a facility to disburse messages to millions of people at a time.

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INDUSTRY ANALYSIS
The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and
is making high growth strides. Proving its resilience to the world, the Indian M&E industry is
on the cusp of a strong phase of growth, backed by rising consumer demand and improving
advertising revenues. The industry has been largely driven by increasing digitisation and
higher internet usage over the last decade. Internet has almost become a mainstream media
for entertainment for most of the people.
The Indian advertising industry is projected to be the second fastest growing advertising
market in Asia after China. At present, advertising revenue accounts for around 0.38 per cent
of India’s gross domestic product.
MARKET SHARE
Indian media and entertainment (M&E) industry grew at a CAGR of 12.25 per cent from
2011-2017; and is expected to grow at a CAGR of 11.6 per cent to touch Rs 2,032 billion
(US$ 31.53 billion) by 2020 from Rs 1,308 billion (US$ 19.46 billion) in 2016.The industry
provides employment to 3.5-4 million people, including both direct and indirect employment
in CY 2017.
The number of newspaper readers in India has increased by 38 per cent between CY 2014
and CY 2017 to reach 407 million.
India is one of the highest spending and fastest growing advertising market globally.
RECENT DEVELOPMENTS:-
The Foreign Direct Investment (FDI) inflows in the Information and Broadcasting (I&B)
sector (including Print Media) in the period April 2000 – September 2017 stood at US$ 6.86
billion, as per data released by Department of Industrial Policy and Promotion (DIPP).
 The Indian digital advertising industry is expected to grow at a Compound Annual
Growth Rate (CAGR) of 32 per cent to reach Rs 18,986 crore (US$ 2.93 billion) by
2020, backed by affordable data and rising smartphone penetration.

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 India is one of the top five markets for the media, content and technology agency
Wavemaker where it services clients like Hero MotoCorp, Paytm, IPL and Myntra
among others
 After bagging media rights of Indian Premier League (IPL), Star India has also won
broadcast and digital rights for New Zealand Cricket upto April 2020.
 Total number of Mergers and Acquisition deals increased to 63 in FY17 from 58 in
FY16.
GOVERNMENT INITIATIVES
The Telecom Regulatory Authority of India (TRAI) is set to approach the Ministry of
Information and Broadcasting, Government of India, with a request to fastrack the
recommendations on broadcasting, in an attempt to boost reforms in the broadcasting sector.
The Government of India has agreed to set up the National Centre of Excellence for
Animation, Gaming, Visual Effects and Comics industry in Mumbai. The Indian and
Canadian Government have signed an audio visual co-production deal to enable producers
from both the countries exchange and explore their culture and creativity, respectively.
The Government of India has supported Media and Entertainment industry’s growth by
taking various initiatives such as digitising the cable distribution sector to attract greater
institutional funding, increasing FDI limit from 74 per cent to 100 per cent in cable and DTH
satellite platforms, and granting industry status to the film industry for easy access to
institutional finance.
RECENT GROWTH IN MEDIA
 The entertainment industry continues to be dominated by the television segment, with
the segment accounting for 44.24 per cent of revenue share in 2016, which is expected
to grow further to 48.18 per cent by 2021
 Print media would be the second largest sector in the overall entertainment industry in
India, following which sectors of Out of Home (OOH) and Radio are expected to
contribute almost 2 per cent each to the entire industry by 2021
 PVR Cinemas plans to add around 75 screens across India during FY 2017-18,
thereby raising its capacity to 650 screens and has a target to achieve 1,000 screens in
India by 2020. The number of screens increased to 612 in 2017.

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 Google's video platform, YouTube, plans to increase its user base in India to 400
million, as rising internet penetration in the rural areas will enable the consumers to
access videos on their smartphones.
RECENT GROWTHIN ENTERTAINMENT
 Indian media and entertainment (M&E) industry grew at a CAGR of 18.55 per cent
from 2011-2017; and is expected to grow at a CAGR of 13.9 per cent to touch US$
37.55 billion by 2021 from US$ 22.75 billion in 2017.
 The next 5 years will see digital technologies increase their influence across the
industry leading to a sea change in consumer behaviour across all segments
 The entertainment industry is projected to be more than US$ 62.2 billion by FY25
 With an intent of ushering in an era of conversational computing, Microsoft has
released an artificial intelligence chatbox known as Ruuh for Facebook Messenger.
The English speaking chatbox is only available to users in India and is to be used for
entertainment purposes.
 The industry provides employment to 3.5-4 million people, including both direct and
indirect employment as of 2017.

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COMPANY PROFILE
ClickHubli.com was established in 2001. The firm is a registered unit of software technology
parks of India. The firm started as e-commerce firm which offered flowers/gifts delivery all
over India . WebDreams, Unit of ClickHubli.com provides complete web solutions under one
roof. Major services offered by WebDreams are website design, web application
development and online marketing services like search engine optimization. We have
developed many customized web sites for Government sector, corporate institutions,
individuals and small businesses.
WEConnect is connecting women's enterprises with market opportunity.
WEConnect International helps women-owned businesses succeed in global value chains.
WEConnect International identifies, educates, registers, and certifies women's business
enterprises based outside of the U.S that are at least 51% owned, managed, and controlled by
one or more women, and then connects them with multinational corporate buyers through
the Supplier Diversity programme.
WEConnect raise awareness among corporate citizens globally on the fact that women
business owners are key players in global economic development.

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VISION:-
“To be the in the Top 5 search engine optimization service providers.”
“To be leading service provider in the field of web application development & web
design in the international market.”
MISSION:-
“To be effective provider for online solutions in the areas of web development and
search engine optimization and generate employment in North Karnataka.”
STRATEGY:-
Enhancing customer base to a variety of promotional measures
Offer services for Search Engine Optimization (SEO)

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PROMOTER PROFILE AND ACHIEVEMENTS
 Deepali has been awarded as ‘High Performing Women IT Entrepreneurs.’ by STPI
and IT/BT, Govt of Karnataka in the year 2009-10.
 Deepali has been felicitated by many organizations and news papers as first lady IT
entrepreneur of North Karnataka,India.
 She has been awarded as “Uttar Uttunga” for reorganization in e-commerce field.
 Deepali has been selected on TV9 news channel for the women’s day programme
(March 07).
 News was shown on Udaya TV that Deepali is the first person to start e-commerce in
North Karnataka.
 Many articles about e-commerce business started by Deepali has come in various
magazines & news daily like Prajavani, Vijaya Karnataka.
 Deepali helped the Hubli-Dharwad police to solve the first “Cyber crime case “ in
North karnataka in Dec 2009,the criminal misused foreigners credit cards to buy
expensive items on the e-commerce website. The case was given tremendous
coverage by all leading news papers like Deccan herald, The Hindu,Times of India
and Major Kannada and English TV news channels.
 Worked as an IT advisory committee member for Hubli Dharwad Municipal
corporation for 2 years.

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COMPANY'S STAGE OF DEVELOPMENT
 2001-2002 :- Started as ClickHubli.com : First E-Commerce firm from North
Karnataka which delivered flowers and gifts all over India
 2002-2007 :- Developed various websites and web applications for major companies
and Government organizations.
 2008 :- Opened branch office at Belgaum, customer base increased and covered 80%
of the local market share.
 2009-2010 :- Started SEO services : Registered with STPI
 2010-2012 :- Top SEO provider in north Karnataka, Developed expertise to develop
CMS based/ Dynamic website.
 2013 :- Developed professional e-commerce platform, WebDreams, India is
WEConnect International certified business. Started Office in the USA.
 2014-15:- Provide end to end solutions to design/develop/host/promote websites,
E-Commerce Platforms.

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SWOT ANALYSIS

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STRENGTHS
 Easy to target and reach more audience at a cheaper price.
 Campaigns can be easily customized and made more targeted as per our business
requirements.
 As the world is more dependent on the internet, it helps the business to reach out and
connect with the people on a larger scale.
 Saves a lot of money as compared to the traditional way of marketing as it is cheaper and
efficient.
 Being recognized as a brand has become much easier.
 The options are not confined to one or two, there are many options and people can choose
to switch from one to the other if PLAN A doesn’t work and that does not cost a great
loss of money.
 Promotion of small business is easy as it is cost effective.
 Entrepreneurs find it very useful as they do not need a huge budget for this and it gives
them huge platform to make a mark on the digital world.
 You do not require a large team to do digital marketing campaigns unlike the traditional
manner which in turn saves money, time and labor and also increases the ROI
WEAKNESS
 A challenge to reach the population which is still not using the internet.
 High chances of failure of digital marketing campaigns because of confusion due to the
availability of many different marketing options.
 Keeping pace with new trends and technology. Need of deep understanding of changing
human behavior and requirements.
 If your brand or product is not justifying the users need, then the chance of getting bad
reviews in public is very high, which in turn might damage the reputation.
 Damage control of bad reviews or complaints on social media or digital platform is a
huge task and can even lead to the closing of businesses.
 Data Analysis is still a very big concern and very few people are professional in it as not
many are able to understand what data actually says.

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OPPORTUNITIES
 More and More employment for the youth as this field is just growing and number of
professionals are less. Increase the reach of your brand, therefore, leading to direct profit.
 There are lot of ways through which owners earn money apart from their primary
business, eg- giving space for ads on website, affiliate marketing in e commerce etc.
 If the digital marketing comes everywhere in a full-fledged manner it will help the
country itself to become digital that means major chunk of our population will start
leading a life which will be smarter and faster.
 It will help our Indian Government Organizations to become digital. All the operation
from railways, municipal organization etc. will become faster and smoother.
 Storing of valuable and confidential data of the government organizations will be easy
and secured.
THREATS
 If it doesn’t work perfectly then chances of back fire is higher i.e. it might damage the
brand name.
 Due to ever changing trends of different marketing areas and ever changing rules of
search engine for optimizing the content, continuous awareness is required, which is very
difficult.
 Storage of data with full security is still a big question mark.
 Analyzing the data in a wrong way can lead to damaging results which is found in a lot of
companies.
 With the growth of this digital platforms, customers have become more vocal about their
feelings and opinions, and with the availability of this platform they have the power to
damage as well as advocate for any brand, which is a high risk for the marketers.
 Day by day it is engulfing all the traditional ways of marketing, which ultimately might
even lead to Television being left as the only source of traditional marketing.

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ORGANISATION STRUCTURE
ECOMMERCE HEAD
PROPREITOR
BUSINESS ADMIN
ACCOUNTANT
SALES TEAMWEB DESIGNING
TEAM
DIGITAL
MARKETING
TEAM
BUSINESS
DEVELOPMENT
OFFICER
SYSTEM ADMIN
SENIOR DEVELPOER
SENIOR DESIGNER
JUNIOR DESIGNER
MARKETING
EXECUTIVE
SEO EXECUTIVE
SMO EXECUTIVE
CONTENT WRITER

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SERVICES OFFERED BY ORGANIZATION
WebDreams, the leading Web Design Company in Hubli is an enterprise which is always
changing,and evolving on the go, the company strives hard to meet the demands of the end
user and constantly upgrades the skills to go hand in hand with the current trends and
technology to suit the needs of the market. The Company has a team of creative developers,
designers, search engine optimisation experts, who are trained on the latest technology to
give better and professional expertise in the work we undertake.The team also works on
placing the website on top in the search engines after the website is launched. We cater to
small, medium businesses and overnment projects with an assurance of giving better service
which can help both the parties to grow in the business.. We design static and dynamic sites
to meet the requirement of the end user. Our Company has potential to give our clients cost
effective service.We serve both the established as well as the start up company in developing
their company website.We offer following services.
Types of website designing
STATIC
A static web page (sometimes called a flat page/stationary page) is a web page that is
delivered to the user exactly as stored, in contrast to dynamic web pages which are generated
by a web application.
DYNAMIC
A server-side dynamic web page is a web page whose construction is controlled by
an application server processing server-side scripts. In server-side scripting, parameters
determine how the assembly of every new web page proceeds, including the setting up of
more client-side processing.

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WEBHOSTING
WebDreams is an affordable Web Hosting in India; we deliver turnkey hosting solutions that
are custom made to suit client's requirements. Web hosting is a type of service dealing with
networked computers that are dedicated to provide hosting services, simultaneously saves and
stores the files of the website on the web server.
We Offer space to our clients on the servers virtually owned by us, in turn help them to build
their visibility in the online world. Reseller hosting, VPS hosting for multiple domains and
shared hosting are some of the core services rendered by us. Clients associated with us get
web hosting services with unlimited bandwidth, web space, unlimited sub domains, unlimited
e-mail accounts, 99.9% uptime and 24/7 customer support. We have 500+ satisfied clients
who are enjoying hassle free services and still counting.
After lot of thinking you end up starting an online business and a website turns out to be the
life and blood of that business. Selecting the best and reliable web hosting company is of
equal importance; in that case you can turn to our services and enjoy a hassle free business
for years to come.
Empower your website with a consistent and affordable web hosting company in India, we
are known for cheaper, feature rich web hosting provider. Services offered by us are easy to
use and provide great value of customer satisfaction. We excel in controlling your incoming
and contagious spamming problem. Our web hosting offer strong back up facility, high speed
data transfer enabling users to access your web pages faster and provide friendly control
panel for our clients.
In case of major failures or companies receiving error message from the server we provide
alternate solutions to our clients. We offer various affordable web hosting packages on Linux
and Windows server, because we understand the speed and dependability is of prime
importance. We are backed with a team who are technically strong and resolve client's issues
efficiently

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WEBDESIGN TECHNOLOGIES
HTML 5
"Hypertext Markup Language." HTML is the language used to create webpages. "Hypertext"
refers to the hyperlinks that an HTML page may contain. "Markup language" refers to the
way tags are used to define the page layout and elements within the page.
CSS
Cascading Style Sheets (CSS) is a style sheet language used for describing the presentation of
a document written in a markup language like HTML. CSS is a cornerstone technology of
the WORLD WIDE WEB alongside HTML and java script.
CSS is designed to enable the separation of presentation and content, including layout, colors,
and fonts.[3] This separation can improve content accessibility, provide more flexibility and
control in the specification of presentation characteristics, enable multiple web pages to share
formatting by specifying the relevant CSS in a separate .css file, and reduce complexity and
repetition in the structural content.
JAVASCRIPT
Javascript (JS) is a scripting languages, primarily used on the Web. It is used to enhance
HTML pages and is commonly found embedded in HTML code. JavaScript is an interpreted
language. Thus, it doesn't need to be compiled. JavaScript renders web pages in an interactive
and dynamic fashion. This allowing the pages to react to events, exhibit special effects,
accept variable text, validate data, create cookies, detect a user’s browser, etc.
XML
In computing, Extensible Markup Language (XML) is a markup language that defines a set
of rules for encoding documents in a format that is both human-readable and machine-
readable. The W3C's XML 1.0 Specification and several other related specifications all of
them free open standards—define XML.
The design goals of XML emphasize simplicity, generality, and usability across the Internet.
It is a textual data format with strong support via Unicode for different human languages.
Although the design of XML focuses on documents, the language is widely used for the
representation of arbitrary data structures such as those used in web services.

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EDITING TOOLS
NOTEPAD
XML Notepad is an open-source XML editor written by Chris Lovett and published
by Microsoft. The editor features incremental search in both tree and text views,
drag/drop,support, IntelliSense,find/replace&with regularexpressions and Path expressions,
and support for XIncludeThe editor has good performance on large XML documents and has
real time XML schema validation. The editor also features an HTML viewer for
displaying XSLT transformation results and a built-in XML comparison tool.
NOTEPAD++
Notepad++ is a text editor and source code editor for use with Microsoft Windows. It
supports tabbed editing, which allows working with multiple open files in a single window.
The project's name comes from the C increment operator.
Notepad++ is distributed as free software. At first the project was hosted on SourceForge.net,
from where it has been downloaded over 28 million times and twice won the SourceForge
Community Choice Award for Best Developer Tool. The project was hosted
on TuxFamily (fr) from 2010 to 2015; since 2015 Notepad++ has been hosted
on GitHub. Notepad++ uses the Scintilla editor component.
DREAM VIEWER
Adobe Dreamweaver is one of the most popular professional web development software
packages. Dreamweaver is a complex product suitable for everything from simple page
design to development of dynamic pages written with ColdFusion, PHP, ASP, CSS, XML,
XSLT, and JavaScript.
A comprehensive website authoring program for Windows and Mac from Adobe.
Dreamweaver enables the HTML programmer to build complex websites using HTML,
JavaScript and server-side programming languages. It immediately renders the code in a
design window. Prebuilt templates provide rudimentary foundations for creating Web pages.
Originally developed by Macromedia, Dreamweaver was acquired by Adobe in 2005.

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NETBEANS
A Java-based development environment (IDE) and platform originally developed by Sun. It
includes user interface functions, source code editor, GUI editor, version control as well as
support for distributed applications (CORBA, RMI, etc.) & Webapplications (JSPs, servlets,
etc.).
In 1999, Sun acquired NetBeans Developer from NetBeans and rebranded it as Forte for Java
Community Edition (Sun acquired Forte in 1999). In 2000, Sun made the NetBeans IDE open
source.
WEB DEVELPOMENT TECHNOLOGIES
MYSQL
MySQL is an open source relational database management system (RDBMS) based on
Structured Query Language (SQL).
MySQL runs on virtually all platforms, including Linux, UNIX, and Windows. Although it
can be used in a wide range of applications, MySQL is most often associated with web-based
applications and online publishing and is an important component of an open
sourceenterprise stack called LAMP. LAMP is a Web development platform that
uses Linux as the operating system, Apache as the Web server, MySQL as the relational
database management system and PHP as the object-oriented scripting language.
(Sometimes Perl or Python is used instead of PHP.)
SEARCH ENGINE OPTIMIZATION
SEO stands for search engine optimization it is still considered as one of the biggest means of
getting traffic for your website, which is challenging. If you are looking for the professional
SEO services company in India then we are at your service. it is obvious that users tend to
click on the top two /three ranked results, it becomes imperative to maximize the visibility
and increase user traffic to your site through effective SEO tools.
WebDreams, India is one of the leading professional SEO Company in India; we are one stop
solutions for all your web related needs. Every client wants to be ranked first and expects
higher growth for his business; world will not wait for the one that comes last it is always
first come first serve basis, do we agree to this statement?

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SEO is something that is going viral; it is the process of getting traffic organically or
naturally. If you are not visible on the top you are not performing well, search engine
optimization is very essential for every business. It is a process of communicating to the
search engine about your websites or rather recommending your website to Google, Bing,
yahoo and others. Having an attractive website is not enough in this competitive world, to
fetch right amount of traffic, top search engine rankings and become winner in online media
one needs to hire quality service provider.
TYPES OF SEO
ON PAGE OPTIMIZATION
SEO comes in two different flavors that will affect the ranking of your business' website: off-
page SEO, which mostly boils down to the links coming to your site from other sources, and
what kind of anchor text they use, and on-page SEO, which takes into account the content on
your page, how it relates to content on your website in total, how relevant it is to the theme,
what kind of text is in the links going out of your site and the sites they link to and the density
of keywords on the page.
Onpage optimization refers to all measures that can be taken directly within the website in
order to improve its position in the search rankings. Examples of this include measures to
optimize the content or improve the meta description and title tags. Conversely, off-
page SEO refers to links and other signals.
META TAGS
There are several kinds of meta tags, but the most important for search engine indexing are
the keywords meta tag and the description meta tag. The keywords meta tag lists the words or
phrases that best describe the contents of the page. The description meta tag includes a brief
one- or two-sentence description of the page. Both the keywords and the description are used
by search engines in adding a page to their index. Some search engines also use the
description to show the searcher a summary of the page's contents.
CONTENT OPTIMIZATION
Content optimization is a process by which a content provider is able to use a variety of
techniques to improve search results and ranking, as well as extend the value of

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core content by automating the content management process to develop new Web pages on
the fly.
INTERLINKING
Internal links also connect your content and give Google an idea of the structure of your
website. They can establish a hierarchy on your site, which enables you to give the most
important pages and posts more link value than other, less valuable, pages.
Internal links are links that go from one page on a domain to a different page on the same
domain. They are commonly used in main navigation.
These type of links are useful for three reasons:
 They allow users to navigate a website.
 They help establish information hierarchy for the given website.
 They help spread link equity (ranking power) around websites
LINKBUILDING
Link popularity is increased by link building through decided blog posts, generally 250-300
words post about your products and services is written with the link in the text. This post is
positioned on the blogs relevant to your type of industry making it more sensible.
Contextual link building works like magic for your site in terms of relevancy, relevant
content inspires search engine crawlers to add more significance to your site. You will get
higher search engine ranking through contextual links and one way links because Google
does not like purchased or paid links. The reason why Google like one way or contextual
links is fairly simple the content added is relevant to your industry or site.
It is difficult to handle the whole campaign through one way links but WebDreams, India will
make it easy and simple for you because we better than the rest.
Link building is considered as one of the vital part of search engine optimization, it is nothing
but magnifying your link popularity by increasing the figure of links directing to your
website. Considering all these benefits link building seems right, we can progress quality
natural traffic to your website simultaneously enhance your sales and production rate.
With link building services SEO experts with rich experience at link building, have the
capability to examine your website with certified tools and integrate the link building

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methods helping to get effective back links to increase the popularity of your website with
huge traffic and get good search engine rankings.
WebDreams, India follow manual directory submission service; we ensure relevant directory
submission to your site. Each directory selected is based on originality and dependability,
major search engines that essentially indicates a directory, has to meet certain standard. Our
services assure that each and every directory submission we do are thoroughly researched and
are not blacklisted by any search engine. Our one way linking services need no shared links.
IMAGE OPTIMIZATION
Optimizing web images is a process of delivering the high-quality images in the right format,
dimension, size, and resolution while keeping the smallest possible size. ... Here comes
ImageKit, an intelligent Image Optimization tool which optimizes images using
intelligentcompression algorithm.
BROKEN LINK CORRECTION
A broken link or dead link is a link on a web page that no longer works because the website is
encountering one or more of the reasons below. An improper URL entered for the link by the
website owner. The destination website removed the linked web page (causing what is known
as a 404 error).
ROBOT.TXT
The robots.txt file, also known as the robotsexclusion protocol or standard, is a text file that
tells web robots (most often search engines) which pages on your site to crawl. It also tells
web robots which pages not to crawl. ... The slash after “Disallow” tells the robot to not visit
any pages on the site.
XML SITEMAP
In simple terms, a sitemap is an xml file that is full of your individual webpage’s urls. It’s
like an archive of every webpage in your website. This file should be easily discoverable in
your site in order for search engine crawlers to stumble upon it.
OFF PAGE OPTIMIZATION

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Off page optimisation is defined as the technique which helps the website to improve its
ranking on the search engine results page. These factors functions outside the boundaries of
the web pages.These ranking factors are not directly controlled by the publisher. Off-page
optimisation basically deals in link building for,SEO.
Off page SEO is a long term and time consuming process.It includes acquiring backlinks to
your webpage from the authority sites, Social media and Social bookmarking. Off page
factors work in the background to improve the search rankings.
BOOKMARKING
In the context of the World Wide Web, a bookmark is a Uniform Resource Identifier (URI)
that is stored for later retrieval in any of various storage formats. All modern web
browsers include bookmark features.Bookmarks are called favorites or Internet
shortcuts in Internet Explorer, and by virtue of that browser's large market share, these terms
have been synonymous with bookmark since the first browser war. Bookmarks are normally
accessed through a menu in the user's web browser, and folders are commonly used for
organization. In addition to bookmarking methods within most browsers, many external
applications offer bookmark management.
SOCIAL BOOKMARKING SITES
 Pintrest
 Tumblr
 Stumble upon
 Google.com
ARTICLE SUBMISSION
Article marketing has acquired the top most marketing tool to achieve safe and natural search
engine rankings and that’s where Nextpinnacle can help in an outstanding way. It is not hard
to find a company offering assistance in terms of search engine optimization but it is easy to
see that no two optimization companies work in the same way. No doubt, the techniques are
the same and so are the basics but it is the implementation that really matters at the end of the
day. Wherein this way; Nextpinnacle can make the difference for you!
BLOG COMMENTING

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Blog commenting is defined as a relationship between blogs, bloggers and blog readers. It is
a great way to exchange ideas, thoughts or opinions about what people feel for a particular
topic or a blog post. Blog comments helps the blog to attract traffic and makes it social.
FORUM POSTING
Forum websites are online discussion sites or in other words, 'message board'. Forum
Posting today has taken on an important stance in boosting SEO efforts.Forum
Posting simply means posting new threads or replying to old ones inforums in order to get
quality inbound links to a website.
SOCIAL MEDIA ACTIVITIES
Social media are computer-mediated technologies that facilitate the creation and sharing
of information, ideas, career interests and other forms of expression via virtual
communities and networks. The variety of stand-alone and built-in social media services
currently available introduces challenges of definition; however, there are some common
features.
1. Social media are interactive Web 2.0 Internet-based applications.
2. User-generated content, such as text posts or comments, digital photos or videos, and
data generated through all online interactions, is the lifeblood of social media.
3. Users create service-specific profiles for the website or app that are designed and
maintained by the social media organization.
4. Social media facilitate the development of online social networks by connecting a
user's profile with those of other individuals or groups.
Users typically access social media services via web-based technologies on desktop,
computers, and laptops, or download services that offer social media functionality to their
mobile devices (e.g., smartphones and tablet computers). When engaging with these services,
users can create highly interactive platforms through which individuals, communities, and
organizations can share, co-create, discuss, and modify user-generated content or pre-made
content posted online. They "introduce substantial and pervasive changes to communication
between organizations, communities, and individuals. Social media changes the way
individuals and large organizations communicate.

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SOCIAL MEDIA SITES
Twitter
Twitter is a short message communication tool that allows you to send out messages
(tweets) up to 140 characters long to people who subscribe to you (followers).
Your tweets can include a link to any web content (blog post, website page, PDF document,
etc.) or a photograph or video. If a picture is worth a thousand words, adding an image to a
tweet greatly expands what you can share to beyond the 140-character limit for tweets.
People follow (subscribe) to your Twitter account, and you follow other people. This allows
you to read, reply to and easily share their tweets with your followers (retweet).
Facebook
A Facebook page is a great free marketing tool for businesses. These pages let businesses
identify themselves – not just through listing product offerings and services, but also by
sharing links, images, and posts on a customizable page to give a better sense of a business's
personality and character.

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Google+
Google+ is Google's own social network, enabling brands to build relationships with
prospects, customers, and other businesses. Similar to other networks, you can share
information and images, promote yourself as an individual and, if used
correctly, Google+ can be a powerful social media marketing tool.
Youtube
YouTube makes it incredibly simple for you and others to promote your video across other
social networks. To share a video, just click the “Share” tab underneath the video. ... When
promoting yourYouTube channel or videos on your social media sites, consider the
best marketing strategy.
Instagram
Instagram is one of the fastest growing social platforms and it has gained immense popularity
over the years. It has become one of the most essential social networks amongst people, and
continues to develop in popularity with over 400+ million dynamic users a month. It’s no
wonder then that businesses of all shapes and sizes are seizing the opportunity to use
Instagram as one of their main marketing channels for brand awareness. If used properly,
Instagram can be a great marketing tool for all sorts of businesses, whether you are selling a
product or a service.

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BLOG POSTING
A blog (a truncation of the expression "weblog") is a discussion or
informational website published on the World Wide Web consisting of discrete, often
informal diary-style text entries ("posts"). Posts are typically displayed in reverse
chronological order, so that the most recent post appears first, at the top of the web page.
Until 2009, blogs were usually the work of a single individual, occasionally of a small group,
and often covered a single subject or topic. In the 2010s, "multi-author blogs" (MABs) have
developed, with posts written by large numbers of authors and sometimes professionally
edited. MABs from newspapers, other media outlets, universities, think tanks, advocacy
groups, and similar institutions account for an increasing quantity of blog traffic. The rise
of Twitter and other "microblogging" systems helps integrate MABs and single-author blogs
into the news media. Blog can also be used as a verb, meaning to maintain or add content to a
blog.
Pay per click
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee
each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site,
rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to
bid for ad placement in a search engine's sponsored links when someone searches on a
keyword that is related to their business offering.

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SEARCH ENGINE OPTIMIZATION TOOLS
Google webmaster tools
Google Webmaster Tools (GWT) is the primary mechanism for Google to communicate with
webmasters. Google Webmaster Tools helps you to identify issues with your site and can
even let you know if it has been infected with malware (not something you ever want to see,
but if you haven’t spotted it yourself, or had one of your users tweet at you to let you know,
it’s invaluable).
Google Analytics
Google Analytics is a freemium web analytics service offered by Google that tracks and
reports website traffic. Google launched the service in November 2005 after
acquiring Urchin. Google Analytics is now the most widely used web analytics service on the
Internet. Google Analytics is offered also in two additional versions: the subscription-
based Google Analytics 360, previously Google Analytics Premium, targeted at enterprise
users, and Google Analytics for Mobile Apps, an SDK that allows gathering usage data
from iOS and Android Apps.
W3C VALIDATOR
The Markup Validation Service is a validator by the World Wide Web Consortium (W3C)
that allow internet users check HTML and XHTML documents for well-formed markup.
Markup validation is an important step towards ensuring the technical quality of web pages.
However, it is not a complete measure of web standards conformance.Though W3C
validation is important for browser compatibility and site usability, it has not been confirmed
what effect it has on search engine optimization.
CSS VALIDATOR
CSS or cascading style sheet is a web based application language which describes the
presentation and style from the document that is written in a markup language. Most of the
internet pages are written in HTML and Extensible HTML language. These are the languages
commonly utilized in custom web style and documentation. These languages are used to
format the content material from websites.

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CSS is used for style and designing from the internet pages. W3C or world wide web
consortium is a well-known standard which maintains this language. The purpose behind
introducing this language would be to present the different aspects and content of web page
in presentable and sequence order.
W3C CSS based web application development has numerous benefits. It's also useful for the
typical customers. Sometimes some websites take a lengthy to open. This only irritates the
visitor and he browses to some other website from where he can access info with out any
delay. This decreases the volume of visitors on your website.
MOZ TOOLS
Moz has a series of tools in its SEO Toolbox, including Moz Keyword Explorer, a keyword
research tool that provides keyword suggestions, SEO competition, opportunity, SERP
features, saved lists, and accurate search volume data. ... Open Site Explorer is a free
SEO tool that provides link data.
ALEXA
Alexa rank is very important for SEO purpose, your website's value and impression depends
on your Alexa ranking. In SEO mostly webmasters watch and decide your site's valuation by
it's Alexa ranking. The Alexa rank is a crude measure of traffic. And the traffic to a site has
an increasing impact on it's ranking.

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THEORETICAL BACKGROUND
ADVERTISING
Advertising is an audio or visual form of marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service or idea.Advertising are
typically businesses wishing to promote their products or services. Advertising is
differentiated from public relations in that an advertiser pays for and has control over the
message. It differs from personal selling in that the message is non-personal, i.e., not directed
to a particular individual.
TYPES OF ADVERTISEMENT
 Out-Door Advertisement
Any advertising done outdoors that publicizes your business's products and services.
Types of outdoor advertising include billboards, bus benches, interiors and exteriors of
buses, taxis and business vehicles, and signage posted on the exterior of your own brick-
and-mortar location.
 In-Door Advertisement
Indoor advertising represents your messages or services in enclosed spaces such as
supermarkets, cafes, restrooms, bus stations, sports clubs, schools and others. It creates an
atmosphere in which visitors can easily identify your products and brand. Impress can
submit your interior advertising in various forms like branding offices, stands for
exhibitions, restaurants and shops canvas print, textile posters and others.
 Non-Product Advertisement
Advertisements exist to sell something to an audience, but they don't always feature a
product to sell. When a business trys to promote an idea that it considers important, it's
engaging in a type of marketing known as non-product advertising. Advertisements of
this type often focus on aspects of a company beyond normal business operations. Non-
product advertising is also used by various groups to promote public awareness of issues
or programs.

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 Radio Advertisement
Choosing the right radio station(s) from the many that are available to you isn't as
difficult as it may seem at first. Radio divides it's audiences into age ranges (18 - 34, 18 -
49, 25 - 54, 45+ and so on) and gender (female, male and adults--choose adults if your
customers are evenly split between male and female). Each radio station delivers a very
specific audience, so once you know the age and gender of your target customers, you can
zoom in on stations that serve those people.
 T.V Commercial
A television advertisement (also called a television commercial,commercial or ad in
American English, and known in British English as a TV advert or simply an advert) is a
span of television programming produced and paid for by an organization. It conveys a
message, aimed to market a product or service.
 National Advertisement
National means, the same ad runs across all the country. Marketing refers to how you
expose customers to your business. A local marketing plan targets potential patrons in
your community and allows you to interact with them. When you advertise nationally you
will be reaching people nationally.
 International Advertisement
Global advertising or international advertising consists of collecting, processing,
analyzing and interpreting information. There are two main purposes
of international advertising research: to assist business executives to make profitable
international advertising decisions for their specific products and services and to
contribute to general knowledge of international advertising that is potentially useful to a
variety of business executives, educators, government policy makers, advertising self-
regulatory organizations and others interested in understanding the process and effects of
international advertising
 Retail Advertisement
Retail Advertising refers to advertising for the retail business, in connection of the
privatebusiness of branches. Furthermore, the designation Retail is used also in the
tourism and banking industry.

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An optimization of the individual advertising is achieved when the position of the receiver
(client, user) is determined. In digital marketing, it is controllable via geo-marketing and geo-
targeting. Advertising, for example banners (display) will be shipped only in a particular
environment
 Classified Advertisement
Classified advertising is a form of advertising which is particularly common in newspapers,
online and other periodicals which may be sold or distributed free of charge. Classified
advertisements are much cheaper than larger displayadvertisements used by businesses,
although displayadvertising is more widespread.
 Local Advertisement
Local advertising refers to optimizing delivering ads according to the position of the recipient
(client, user). It is used in Geo (marketing). Local search (Internet) often fuels uses
optimization for targeting the advertising
 Brand Advertisement
A brand is a name, term, design, symbol, or other feature that distinguishes an organization or
product from its rivals in the eyes of the customer.Brands are used in business, marketing,
and advertising. Name brands are sometimes distinguished from generic or store brands.
 Covert Advertisement
The phrase "covert advertising" refers to advertising that is hidden in other media, such as an
actor in a movie drinking a Coca-Cola. It is referred to as "covert" because it is not direct
advertising, but subliminally viewers often notice the product.
 Infomercials Advertisement
An infomercial is a form of television commercial,which generally includes a toll-free
telephoneMany products and services that advertise using infomercials often also use these
shorter spots toadvertise during regular programming.
 Celebrities Advertisement
Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing
strategy used by brands, companies, or a non-profit organization which involves celebrities or
a well-known person using their social status or their fame to help promote a product, service

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or even raise awareness on environmental or social matters.Marketers use celebrity endorsers
in hopes that the positive images of the celebrity endorser of the brand will also be passed on
to the products or the brand image associated with the celebrities
 Online advertising
Online advertising, also called online marketing or Internet advertising or web advertising, is
a form of marketingand advertising which uses the Internet to deliver promotional marketing
messages to consumers. Consumers view online advertising as an unwanted distraction with
few benefits and have increasingly turned to ad blocking for a variety of reasons. When
software is used to do the purchasing, it is known as programmatic advertising.
It includes email marketing, search engine marketing (SEM), social media marketing, many
types of display advertising(including web banner advertising), and mobile advertising. Like
other advertising media, online advertising frequently involves both a publisher, who
integrates advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher's content.
 Surrogate Advertising
Surrogate advertising is a form of advertising which is used to promote banned products,
like cigarettes and alcohol, in the disguise of another product. This type of advertising uses a
product of a fairly close category, as: club soda, mineral water in case of alcohol, or products
of a completely different category (for example, music CD's or playing cards) to hammer
the brand name into the heads of consumers. The banned product (alcohol or cigarettes) may
not be projected directly to consumers but rather masked under another product under the
same brand name, so that whenever there is mention of that brand, people start associating it
with its main product (the alcohol or cigarette). In India there is a large number of companies
doing surrogate advertising, from Bacardi Blast music CD's, Bagpiper Club Soda to Officers
Choice playing cards.
 Broadcast advertising
The term broadcast advertising applies to commercials aired on either television or radio,
which are typically called spots. It's also known as on-air advertising, and it's the primary
revenue generator for commercial television and radio stations. It is all considered to be
above-the-line advertising.

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 Public Service Advertising
Public service advertisement is a type of marketing that is circulated in the market without
any cost and is for the public welfare. These are designed and broadcast for the societal
improvements and for collective wellbeing of community as a whole. Also these are
broadcast by the mass media to let the general public know and inform about the social
matters. Along with the attraction the public service advertisement always have some specific
purpose behind its agenda. Public service advertisement evolved after the First World
War and instead of making money, it is for covering some specific agenda and to resolve
some societal problem in a disguised form.
TYPES OF MEDIA
TRADITIONAL MEDIA
The non-electronic medium which is a part of our culture and is used for transmitting
tradition from one generation to another generation is called traditional media. Tradition is
handling down of beliefs, experiences and customs from generation to generation especially
in oral form or by a process of traditional performance and communication. Traditional media
i.e. the traditional means of communication and expression exist before the advent of modern
mass media. Traditional media is found expression in the daily social life of the people. Since
ancient time, the people engage themselves in folk songs and dances, arts and crafts, rituals
and festivals, etc. which are part of their daily life. It is a personal form of communication
and entertainment which is a way of life of a community. Which includes as follows.
1. Television advertisements
2. Radio advertising
3. Print advertising
4. Direct mail advertisements
5. Billboards and off-site signs
6. Cold calling
7. Door-to-door sales
8. Banner ads

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MODERN MEDIA
New media are forms of media that are native to computers, computational and relying on
computers for re-distribution.Some examples of new media are telephones, computers,
virtual worlds, single media, website games, human-computerinterface, computer
animation and interactive computer installations.
New media are often contrasted to "old media", such as television, radio, and print media,
although scholars in communication and media studies have criticised rigid distinctions based
on oldness and novelty. New media does not include television programs (only analog
broadcast), feature films, magazines, books, – unless they contain technologies that enable
digital generative or interactive processes.
 Search engine optimization
 Pay-per-click advertising
 Content marketing
 Social media
 Email marketing
MEANING OF DIGITAL MEDIA
Digital media is digitized content that can be transmitted over the internet or computer
networks. This can include text, audio, video, and graphics. This means that news from a TV
network, newspaper, magazine, etc. that is presented on a Web site or blog can fall into this
category. Most digital media are based on translating analog data into digital data. The
Internet began to grow when text was put onto the Internet instead of stored on papers as it
was previously. Soon after text was put onto computers images followed, then came audio
and video onto the Internet.
DIFFERENT PHASES OF DIGITAL MARKETING
 Search Engine Optimisation (SEO)
SEO stands for search engine optimization it is still considered as one of the biggest means of
getting traffic for your website, which is challenging. If you are looking for the professional
SEO services company in India then we are at your service. it is obvious that users tend to

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click on the top two /three ranked results, it becomes imperative to maximize the visibility
and increase user traffic to your site through effective SEO tools.
 Pay Per Click Advertising (PPC)
Pay-per-click, also known as cost per click, is an internet advertising model used to direct
traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-
click is commonly associated with first-tier search engines.
 Public Relations (PR)
Public relations (PR) is the practice of managing the spread of information between an
individual or an organization (such as a business, government agency, or a nonprofit
organization) and the public.Public relations may include an organization
or individual gaining exposure to their audiences using topics of public interest and news
items that do not require direct payment.This differentiates it from advertising as a form
of marketing communications. Public relations is the idea of creating coverage for clients for
free, rather than marketing or advertising. But now advertising is also a part of greater PR
Activities. An example of good public relations would be generating an article featuring a
client, rather than paying for the client to be advertised next to the article.The aim of public
relations is to inform the public, prospective customers, investors, partners, employees, and
other stakeholders and ultimately persuade them to maintain a positive or favorable view
about the organization, its leadership, products, or political decisions.
 Social Media Marketing.
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."

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Content Marketing. Content marketing is a form of marketing focused on creating,
publishing, and distributing content for a targeted audience online.[1] It is often used by
businesses in order to:
 Attract attention and generate leads
 Expand their customer base
 Generate or increase online sales
 Increase brand awareness or credibility
 Engage an online community of users
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 form of marketing does not
involve direct sales. Instead, it builds trust and rapport with the audience
 Affiliate Marketing.
In electronic commerce, means of achieving greater market penetration through websites who
target specific groups of internet users. For example, Amazon.com (which sells books,
electronics, pharmaceuticals, toys, and many other items) has thousands of affiliated interest
specific websites from where the visitors can reach products offered by Amazon. The entire
sales transaction takes place at Amazon's website which is equipped to handle the complete
online payment acceptance process. Amazon passes on a percentage of the sold item's price
as commission to the affiliate website from where the sale originated
 Viral Marketing.
Viral marketing or viral advertising is a business strategy that uses existing social networks to
promote a product. Its name refers to how consumers spread information about a product
with other people in their social networks, much in the same way that a virus spreads from
one person to another. It can be delivered by word of mouth or enhanced by the network
effects of the Internet and mobile networks.
 Influencer Marketing.
Influencer marketing (also influence marketing) is a form of marketing in which focus is
placed on influential people rather than the target market as a whole. It identifies the

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individuals that have influence over potential customers, and orients marketing activities
around these influencers.
Influencer content may be framed as testimonial advertising where they play the role of a
potential buyer themselves, or they may be third parties. These third parties exist either in the
supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers
(such as journalists, academics, industry analysts, professional advisers, and so on).

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RESEARCH DESIGN
Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.
Topic
The selected topic for the research is “A STUDY ON COMPARATIVE ANALYSIS OF
DIGITAL AVERTISING AND OUTDOOR ADVERTISING”
Objectives of the study
1. The importance of Online advertising in changing market scenario.
2. To understand the reasons for growing popularity of online marketing.
3. To analyze the effectiveness of online marketing as compared to traditional
marketing tools
SAMPLING:
Sampling is a process of learning about the population on the basis of which sample is drawn.
A sample is a subset of a population unit.
SAMPLING DESIGN:
A sample design is the framework, or road map, that serves as the basis for the selection of a
survey sample and affects many other important aspects of a survey as well. In a broad
context, survey researchers are interested in obtaining some type of information through a
survey for some population, or universe, of interest. One must define a sampling frame that
represents the population of interest, from which a sample is to be drawn. The sampling
frame may be identical to the population, or it may be only part of it and is therefore subject
to some undercoverage, or it may have an indirect relationship to the population.

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SAMPLING PROCESS:
1) Define the population: the population is said to be completely defined if at least the
following terms are specified i.e. elements, sampling units, extent, and time. In this
research such terms may be defined as follows:
 Elements
 Sampling units
 Extent
 Time
2) Identifying the sampling frame: a complete list of population units is the sampling
frame it should be so selected which consist of almost all the sampling units.
Popularly known sampling frames are census reports, electoral register, list of account
holders, etc.
3) Specifying sampling unit: it is the basis unit containing the elements of target
population.
4) Specify the sample method: it indicates how the sample units are selected, whether
probability or non-probability samples are to be taken.
5) Determine the sample size: the decisions about the number of elements to be chosen
i.e. number of observations in each sample of the target.
6) Parameters of interest: one must consider the questions of specific population
parameter which are of the interest.
7) Select the sample: final step in the selection of sample process where a good deal of
field work and office work is introduced in the actual selection of sample elements:
Descriptive type of study generally used probability sampling design (random sampling) and
requires structured or well, thought out instruments for collection of data like questionnaire.
SAMPLING TECHNIQUE:
The sampling techniques used in the study include Non-probability sampling method based
on convenience sampling and view of the respondents.
Non probability sampling is a sampling technique where the samples are gathered in a
process that does not give all the individuals in population equal chances of being selected.
Convenience sampling attempts to obtain a sample of convenient elements. The selection of
sampling units is left primarily to the interviewer. Often respondents are selected because
they happen to be in the right place at the right time.

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TOOL FOR DATA COLLECTION:
Structured questionnaire
DATA COLLECTION INSTRUMENTS:
The primary data collection instrument for the survey is self-administrated and structured
questionnaire which consist of preference and scaling questions. This method of data
collection is quite popular, particularly in case of big enquires. The questionnaire consists of
close ended and open ended questionnaire.
The study includes questionnaire of 20 questions to an effective study “A STUDY ON
COMPARATIVE ANALYSIS OF DIGITAL AVERTISING AND OUTDOOR ADVERTISING at Hubli
dharwad and city”.
Sample size : 20
Area covered – Hubli dharwad
Sample frame – small and medium enterprises
Data analysis tools for research :
To analyze data collected through structured questionnaire researcher used statistical software
SPSS 23.0 and Ms-Excel Add-In Data Analysis. Statistical tools used for the analysis.
Limitations of the study
The study is limited to hubli dharwad .
Future scope of the study
The study could be extended; so as to cover all the states of India as the researcher believes
that consumer buying behavior w.r.t online marketing may be at the variance in different
states.

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LITERATURE REVIEW
1) A Study done by Michael Rodriguez, Vijaykumar Krishnan, Robert Peterson stated
that
The implementation of Social Media Technology in A Firm’s Marketing Strategy has
been adopted by some forward-thinking sales forces. Sharing content and building a network
of contacts are the principles behind social media. The utilization of social media (e.g.,
LinkedIn and Twitter) for reaching business-to-business clients is a relatively new
phenomenon with performance outcomes essentially unknown. Data were collected from
1,699 business-to-business salespeople from over 25 different industries. Using structural
equation modelling, the findings support that social media has a positive relationship with
sales processes (creating opportunities and relationship management) and relationship sales
performance.
2) A study by Smiths, Narayanswamy Ramasubbu , M S Krishnan and C Fornell done
on December 2006 stated that
“Web Sites Are Important Components Of Internet Strategy For Organization”. They
show the relevance of the business domain of a Web site to gain a contextual understanding
of relative importance of Web site design elements. They use a hierarchical linear modelling
approach to model multilevel and cross-level interactions that have not been explicitly
considered in previous research. By analyzing data on more than 12,000 online customer
surveys for 43 Web sites in several business domains, they found that the relative importance
of different Web site features (e.g., content, functionality) in affecting Business
3) A study done by Xi Leung, Billy Be stated that
The unprecedented popularity of social media outlets have forced scholars to Inquire About
Their Marketing Effectiveness, Especially In The Hotel Industry. This study attempted to
explore the “Marketing Effectiveness of Two Different Social Media Sites (Face Book
And Twitter) In The Hotel Industry”. Integrating the attitude-toward-the-ad (Ad) model
with the concepts of attitude-toward-social-media-page, the study proposed a theoretical
model of hotel social media marketing effectiveness. The results revealed that hotel
customers' social media experiences influence their attitudes-toward-social-media-site, which
in turn influences their attitudes-toward-hotel-brand, and that hotel customers'
attitudestoward-
hotel-brand affects their hotel booking intentions and, in turn, intentions to spread
electronic word of mouth. The study also indicated that different social media sites
demonstrate the same marketing effectiveness, suggesting that hotel managers use the same
marketing tactics
4) A Study done by University of Minnesota, US states
The ubiquity of social media (e.g., Face book, Twitter) is no more apparent than at the
university. “Social media are increasingly visible in higher education settings as
instructors look to technology to mediate and enhance their instruction as well as
promote active learning for students”. Many scholars argue for the purposeful integration
of social media as an educational tool. Most of the existing research on the utility and
effectiveness of social media in the higher education class is limited to self-reported data
(e.g., surveys, questionnaires) and content analyses.

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DATA ANALYSIS AND INTERPRETATION
1) Are you aware about internet use?
Table No 1.1: Represents awareness of internet among repondents
Graph
No 1.1: Represents
awareness of internet
among repondents
INFERENCE:-
From the above graph it can be interpreted that 20% Respondents are aware about mean of
usage of internet and 80% Respondents are aware about mean of usage of internet.
Frequency Percent Valid Percent Cumulative Percent
Valid
knowingabout 4 20.0 20.0 20.0
Verywellknowingabout 16 80.0 80.0 100.0
Total 20 100.0 100.0

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2) What is your frequency of being online?
Table no 2.1 Represents about frequency of being online.
Valid Moderate 14 70.0 70.0 70.0
High 6 30.0 30.0 100.0
Total 20 100.0 100.0
Graph No 2.2 :- REPRESENTS FREQUENCY OF BEING ONLINE
INFERNCE:-
From the above graph it can be interpreted that 70% Respondents are moderate users of
internet and 30% Respondents are using internet higly.

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3) Do you have website?
Table No 3.1:- Represents about the people’s having website.
Graph No 3.2 :- Represents about the peoples having website.
INFERENCE:-
From the above graph it can be interpreted that 70% Respondents are using website for there
business and 45% Respondents are using website for there business.
Valid
yes 11 55.0 55.0 55.0
No 9 45.0 45.0 100.0
Total 20 100.0 100.0

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4) Do you know seo?
Table No 4.1 :- Represents about knowing of the seo.
Graph no 4.2:- Represents about knowing of the seo
INFERENCE:-
From the above graph it can be interpreted that 55% Respondents are knowing about Search
Engine Optimisation and 45% Respondents are not knowing of Search Engine Optimisation.
Valid
yes 11 55.0 55.0 55.0
no 9 45.0 45.0 100.0
Total 20 100.0 100.0

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5) Do you know about Google ad words?
Table no 5.1:- Represents about the knowing about Google Ad Words.
Graph No 5.2 :- Represents about the Aware about Google Ad Words
INFERENCE :-
From the above graph it can be interpreted that 60% Respondents are aware about Google
AdWords and 40% Respondents are not aware about Google AdWords.
Valid
yes 12 60.0 60.0 60.0
no 8 40.0 40.0 100.0
Total 20 100.0 100.0

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6) Do you use social media for the lead generation?
Table no 6.1:- Represents the usage of social media for lead generation.
Table no 6.2:- Represents the usage of social media for lead generation.
INFERENCE :-
From the above graph it can be interpreted that 55% Respondents are using social
media for lead generation and 45% Respondents are not using social media for lead
generation.
Valid
Yes 11 55.0 55.0 55.0
No 9 45.0 45.0 100.0
Total 20 100.0 100.0

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6.a) If yes in which of the following social media?
Table no 6.a.1: Representing about social media usage for lead generation.
Graph no 6.a.1: Representing about social media usage for lead generation.
INFERENCE :-
From the above graph it can be interpreted that all the respondents are using social media for
generation.
Valid Facebook 10 50.0 100.0 100.0
Missing System 10 50.0
Total 20 100.0

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7) Frequency usage of social media
Table no7.1: Representing the usage of social media.
Graph no7.2: Representing the usage of social media.
INFERENCE :-
From the above graph it can be interpreted that 50 % of the respondents are using social
media twice in a week and 50% of the respondents are checking updates on social media on
day to today basis.
Valid
Twiceinaweek 5 25.0 50.0 50.0
Always checking the update 5 25.0 50.0 100.0
Total 10 50.0 100.0
Total 20 100.0

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8) Please indicate your purpose for using internet by ranking between the scale of 1 to 5
Table no 8.1 : Representing the purpose of using internet for various purposes.
Rank 1 Rank 2 Rank 3 Rank4 Rank 5
social networks 95 0 0 0 5
Media sharing sites 20 0 50 0 30
Blogs 75 5 15 0 5
Podcasts & RSS 5 0 50 5 40
collaborative websites 0 10 45 10 35
Other content sharing websites 25 0 50 10 15
online 40 0 50 0 10
Graph no 8.2 : Representing the purpose of using internet for various purposes.
INFERENCE :-
From the above graph it can be interpreted that social network is ranked as 1 which means
respondents use internet for accessing social media and online shopping has been ranked 3
which means that respondents are more prone to checking updates on social media than
prefering to buy goods online.
95
20
75
5
0
25
40
0 0
5
0
10
0 00
50
15
50
45
50 50
0 0 0
5
10 10
0
5
30
5
40
35
15
10
0
10
20
30
40
50
60
70
80
90
100
social
networks
Media sharing
sites
Blogs Podcasts &
RSS
collaborative
websites
Other content
sharing
websites
online
shopping
Rank 1 Rank 2 Rank 3 Rank4 Rank 5

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9) Which type of advertisements you like the most?
Table no 9.1: Representing about liking of advertisements.
Rank 1 Rank 2 Rank 3
Rectangle Banner 5 20 75
Skyscraper 40 50 10
Sponsored ads 25 50 25
Pop up and Pop under ads 25 65 10
Keyword advertising 0 25 75
Google Ads 5 25 70
Graph no9.1: Representing about liking of advertisements
INFERENCE :-
From the above graph it can be interpreted that skyscraper advertisement, sponsored ads and
pop up advertisement are ranked as 1 and have greater impact on responsents than rectangle
banner, keyword advertising and google ads, therefore ranked as 3.
5
40
25 25
0
5
20
50 50
65
25 25
75
10
25
10
75
70
0
10
20
30
40
50
60
70
80
Rectangle
Banner
Skyscraper Sponsored ads Pop up and
Pop under ads
Keyword
advertising
Google Ads
Chart Title
Rank 1 Rank 2 Rank 3

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10) Which media gets ur attention?
Table no 10.1: Representing about the media impact on minds of customers.
Valid
Print 18 90.0 90.0 90.0
Online advertisement 2 10.0 10.0 100.0
Total 20 100.0 100.0
Graph no 10.1: Representing about the media impact on minds of customers.
INFERENCE :-
From the above graph it can be interpreted that 90% respondents consider that the impact of
print advertisement is higher that the impact of online advertisement as 10% respondents
have preferred it.

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11) Which form of advertisement creates impact on you?
Table no 11.1 Representing about the impact of advertisement on the minds of
customers.
Valid
Justtheprintedwords 18 90.0 90.0 90.0
A moving action oriented ad 2 10.0 10.0 100.0
Total 20 100.0 100.0
Graph No 11.1: Representing about the impact of advertisement on the minds of
customers.
INFERENCE :-
From the above graph it can be interpreted that 90% Respondents have considered prefering
printed advertisement which impacts more than a moving action oriented advertisement

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12) Does an advertisement urge you to try new brand?
Table no 12.1: Representing about advertisement level influences to try a new brand.
Valid Yes 20 100.0 100.0 100.0
Graph no 12.2: Representing about advertisement level influences to try a new brand.
INFERENCE :-
From the above graph it can be interpreted that advertisement urges to try new brand to all
the respondents.

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13) Do you purchase online
Table no 13.1 Representing about purchasing online.
Valid
Yes 18 90.0 90.0 90.0
No 2 10.0 10.0 100.0
Total 20 100.0 100.0
Graph no 13.2 :- Representing about purchasing online.
INFERENCE :-
From the above graph it can be interpreted that 90% of the respondents are purchasing online
while remaining respondents do not prefer to purchase online.

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14) How do you get information about products?
Table no 14.1: Representing about collecting by different way of getting information
of product.
Valid Famiy 2 10.0 10.0 10.0
Advertisements 18 90.0 90.0 100.0
Total 20 100.0 100.0
Graph no 14.2 : Representing about collecting by different way of getting information
of product.
INFERENCE :-
From the above graph it can be interpreted that 90% of respondents consider that they get
more information through advertisement than through the word of mouth considering
information flow through the friends and family.

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15) Do you collect the information before purchasing the product?
Table no 15.1 : Represents about the collecting before pre-purchase of the product.
Valid Yes 12 60.0 60.0 60.0
No 8 40.0 40.0 100.0
Total 20 100.0 100.0
Graph no 15.1 : Represents about the collecting before pre-purchase of the product.
INFERENCE :-
From the above graph it can be interpreted that 60% of the Respondents are collecting
information before purchasing the product and 40% do not prefer to collect information
before purchasing.

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16) What type of information will you collect?
Table no 16.1 : Represents about the information while purchasing.
Rank1 Rank 2 Rank 3
Price 85 10 5
Quality 85 10 5
Attributes 70 15 15
Quantity 75 10 15
Customer'sExperience 55 5 40
Graph no 16.2 : Represents about the information while purchasing.
INFERENCE :-
From the above graph it can be clearly interpreted that while collecting information about
products respondents are ranked 1 to price factor and rank 3 to customers experience.
85 85
70
75
55
10 10
15
10
55 5
15 15
40
0
10
20
30
40
50
60
70
80
90
Rank1 rank 2 Rank 3

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17) Do you ever notice advertisements?
Table no 17.1: Represents about noticing the advertisements
Valid Yes 20 100.0 100.0 100.0
Graph no 17. 2: Represents about noticing the advertisements
INFERENCE :-
From the above graph it can be interpreted that all the respondents do notice advertisement on
regular basis.

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17.a) If yes, from where? Mention one form of media from the list below, which you give
more importance?
Table no 17.a.1 : Represents about ranking of advertisements from the below one of
the media.
1 2 3 4 5 6 7
TV 0 0 0 0 10 5 75
Online 0 0 5 0 10 20 65
Newspaper 0 10 0 0 0 10 80
YouTube 55 0 5 15 15 10 0
OutDoor Hoarding 70 5 10 0 10 0 5
Radio 10 0 0 20 0 0 10
Display ads in
shops
10 0 10 5 20 10 45
Graph no 17.a.2 : Represents about ranking of advertisement from the below one of
the media .
INFERENCE :-
From the above graph it can be interpreted that Repondents have provided Rank 7 to
newspaper (80%) as essential priority to notice advertisement and ranked 6 to TV as higher
priority and as online 65% while rank 5th as moderate priority waas given to notice
advertisement .
0 0 0 0
10
5
75
0 0
5
0
10
20
65
0
10
0 0 0
10
80
55
0
5
15 15
10
0
70
5
10
0
10
0
5
10
0 0
20
0 0
1010
0
10
5
20
10
45
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5 6 7
TV
Online
Newspaper
YouTube
OutDoor Hoarding
Radio
Display ads in shops

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Consider if you are preffering to skip 0nline advertisements?
Table No 18.1: Represents about the advertisement skipping for the Reason’s.
Valid
Yes 3 15.0 15.0 15.0
No 17 85.0 85.0 100.0
Total 20 100.0 100.0
Graph no 18.2: Represents about the advertisement skipping for the Reason’s.
INFERENCE :-
From the above graph it can be interpreted that 15% Respondents are skipping advertisement
and rest of the respondents are not skipping their advertisement.

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18. a) If yes why?
Table no 18.a.1) Represents about Reason for skipping advertisement.
Valid
Didnt like that 2 10.0 66.7 66.7
Content in-appropriate 1 5.0 33.3 100.0
Total 3 15.0 100.0
Total 20 100.0
Graph no 18.a.2) Represents about reason for skipping advertisement.
INFERENCE :-
From the above graph it can be interpreted that 66.7% Respondents do consider skipping
advertisement because they didn’t like the advertisement while 33.3% Respondents are
skipping advertisement because contents of the advertisement is considered inappropriate.

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19) How will you share your experience with others?
Table no 19.1 :- Represents about peoples sharing there experiences.
Valid
Social networking sites 10 50.0 50.0 50.0
Messaging 2 10.0 10.0 60.0
Write a blog In companywebsite 8 40.0 40.0 100.0
Total 20 100.0 100.0
Graph no 19.2 :- Represents about peoples sharing there experiences.
INFERENCE :-
From the above graph it can be interpreted that 50% of respondents are sharing their
experience on social networks and 10% respondents are sharing their experience by giving
message feedback while 40% of the respondents are sharing their experience by writing a
blog in the company website.

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20) Which of the following outdoor advertisement do you preferring now?
Table No 20.1:- Represents about the preference of peoples choosing outdoor media
for their business.
Valid
Banner 10 50.0 50.0 50.0
Hoarding 3 15.0 15.0 65.0
Road shows 7 35.0 35.0 100.0
Total 20 100.0 100.0
Graph no 20.2:- Represents about the preference of peoples choosing outdoor media
for their business.
INFERENCE :-
From the above graph it can be interpreted that 50% Respondents choose banner for their
business, 15% respondents consider Hoardings for their business advertisment while 35%
respondents consider Road shows to be highly effective for their business.

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FINDINGS
i. In the survey study on COMPARATIVE ANALYSIS OF DIGITAL ADVERTISING
AND OUTDOOR ADVERTISING that some respondents are aware about mean of
usage of intent and some of were are moderate users of internet and few were using
internet highly
ii. We also found that it can be interpreted as some respondents are using websites for
there business purposes and some of them were using it for their personal use.
iii. Some respondents are knowing about Search engine and few respondents only not
knowing about Search engine.
iv. In survey we found that some were only knowing about the Google AddWords and
few of them were unknown to the Google AddWords.
v. The survey study shows that all respondents are using social media for Lead
Generation.
vi. The survey shows that half of respondents were using social media twice in a week
and half of the respondents are checking updates on social media day to today basis.
vii. From the survey report that social network ranked as 1 which means respondents use
internet for accessing social media and online shopping has been ranked 3 which
means that respondents are more prone to checking updates on social media then
preferring to buy goods online.
viii. Most of the respondents are interpreted that the impact of print advertisement is
higher that the impact of online advertisement as minimum respondents have
preferred it.
ix. From the survey we found that respondents have considered preferring printed
advertisement which impacts more than a moving action oriented advertisement.
x. From the above survey it can interpreted that advertisement urges to try new brand to
all the respondents.
xi. From the survey report that can be interpreted that some respondents are collecting
the information before purchasing the products and few do not prefer to collect
information before purchasing.
xii. From the survey it was cleared that while collecting information about the
respondents are ranked 1 to price factor and rank 3 to customers experience.

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xiii. From the survey report it can be interpreted that respondents have provided rank 7 to
newspaper as essential priority to notice advertisement and ranked 6 to T. V as higher
priority and as online some were ranked 5th as moderate priority was given to notice
advertisement.
xiv. From the survey report it can be interpreted that some of the respondents are do
consider skipping advertisements because they didn’t like the advertisement while
few respondents are skipping advertisements because contents of the advertisement is
considered inappropriate.
xv. From the surveying report interpreted that half of the respondents are sharing their
experiences on social networks and few of the respondents are sharing their
experiences by giving message feedback most of the respondents are sharing their
experiences by writing a blog in the company websites.
xvi. From this survey can find that that while collecting information about products
respondents are ranked 1 to price factor and rank 3 to customers experience.
xvii. From this survey we can find that respondents do notice advertisement on regular
basis.
xviii. From this survey we can find that Respondents choose banner for their business and
other respondents consider Hoardings for their business advertisment & consider
Road shows to be highly effective for their business.

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CONCLUSION
This project helped me to understand the importance and significance and analysis of digital
advertising and outdoor advertising. It has given me exposure to the practical side of
conducting a research and at the same time enhanced my knowledge by applying theory
learnt in class to practice.
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, they heavily rely on
modern marketing tool i.e. online advertising.
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 online marketing is 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.
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 online marketing with the intent of
getting access to exclusive content about the brand and getting discount and sharing their
feedback about brand with the advertiser .
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 online marketing are its capability of interaction between consumers
and advertisers followed by availability of wide range of information & ease of shopping.
These benefits make online marketing superior than traditional marketing.
But at the same time consumers are susceptible about the user-safety side of internet. They
feel that online marketing is unsafe as it may lead to increase in frauds & privacy issue.

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