PROJECT REPORT

on

DIGITAL MARKETING AND

REVENUE GENERATION

BY

NIKUNJ KUMAR JOSHI

12A129721205

Submitted to

ARUNODAYA UNIVERITY

NAHARLAGUN, ITANAGAR,

ARUNACHAL PRADESH- 791110

In partial fulfilment of the requirements for the award of the degree of

Bachelors of Business Administration

 ACKNOWLEDGEMENT

The successful completion of the project would not have been possible without
the guidance and support of many people. I express my sincere gratitude to
Srinivas, SEO specialist, for allowing to do my project at DSV AIR SEA.

I thank the staff of DSV AIR SEA , for their support and guidance and helping
me in completion of the report.

I am thankful to my internal guide Dr. Sheelan Misra, for his constant support
and inspiration throughout the project and invaluable suggestions, guidance and
also for providing valuable information.

Finally, I express my gratitude towards my parents and family for their

continuous support during the study.

NIKUNJ JOSHI

12A129721205
 TABLE OF CONTENTS

SL. NUMBER CONTENTS PAGE NUMBERS

1 Executive Summary 4-5

2 Theoretical Background Of The Study 6-11

3 Industry Profile &Company Profile 12-17

4 Application Of Theoretical Framework 18-40

Analysis And Interpretation Of Financial

5 41-49
Statements And Reports
Learning Experience- Findings,
6 51-53
Suggestions And Conclusion

7 Bibliography 54
 Executive Summary

“A study on Digital Marketing and its impact on revenue generation with

reference to DSV AIR SEA ”

Digital marketing is marketing that makes use of electronic devices (computers)

such as personal computers, smartphones, cell phones, tablets and game
consoles to engage with stakeholders. Digital marketing applies technologies or
platforms such as websites, e-mail, apps (classic and mobile) and social
networks.

DSV AIR SEA has emerged as one of the best online media companies in the
Indian marketplace. The company offers a plethora of services in all online
media platforms. The offerings include marketing and consulting on Facebook,
Twitter, LinkedIn, YouTube, and Google. Though the company was started
only two years ago, it is way ahead of most of competitors through its relentless
pursuit of perfection and enormous amount of creativity which they put in their
work. The firm worked with multiple brands on social media and currently have
4 out of Top 30 brands in Facebook India.

DSV AIR SEA started in 1984 as a full-service professional web design firm
specialized in responsive website design and development in DENMARK. In
2016 company expanded its wing to Web Based Software Development.

DSV AIR SEA is a DENMARK No.1 Web Solutions Company which offers
cost effective quality Service to various clients by providing solutions to their
business strategies using World wide web. From domain booking / registration
to website hosting, from custom web designing of HTML or Flash sites,
multimedia presentations, portals, vortals to maintenance and backend services.

The project was in the marketing department of DSV AIR SEA . The project
was “A study on digital marketing and its impact on revenue generation with
reference to DSV AIR SEA ”. This report will help to get an idea about digital
marketing and how the digital marketing has impact on revenue generation for
digital marketing companies and with reference to DSV AIR SEA . Through
this study we will see how online media companies emerging how they are
generating revenue and how they are growing economically and revenue
generation models of online media companies particularly reference to DSV
AIR SEA .

Main findings of this internship are given here. Indian customers are highly
information seekers. They collect more information about a product before
buying it. Internet penetration
in India is key player for this phenomenon. Most of Indians are getting stimulus
through advertisements, but they are not reaching to end phase of customers
purchase journey, mainly in high involvement purchases. Brands are getting
more touch point to reach their target group in this digital era. More details
about findings are given this report.
 Chapter 1

Theorical Background of the study

To begin with, as a part of the curriculum a summer internship programme was to

be conducted for a period of two months. Given a choice one was allowed to
choose the field in which he/she was interested. As my interest and curiosity was
in online or digital marketing, I choose to work with a start-up company named
DSV AIR SEA , I choose the start-up company because with start I can explore
myself and why digital marketing? Because it is booming industry, the growth of
digital marketing is tremendous and expected to grow more. Due to this summer
internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media) Marketing practices have
dramatically shifted with the rise of social media and proliferation of devices,
platforms, and applications. Your prospective and current customers are trying to
communicate with you, and you can listen and respond faster, and with more
personalization than ever before. This shifting environment presents new
opportunities and challenges for marketers. With digital marketing, it's easy to fall
behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you identify
areas of improvement. Useful for individuals from small- to medium-sized
businesses who want to use new media as a vehicle for growth. Organizations are
leveraging digital marketing methods for successful marketing strategy
implementation inbound marketing through publishing content online in the form
of portals, podcasts, e-journals, online campaigns, social media marketing, search
engine optimization and outbound marketing including email marketing and
others.
Digital Marketing

Digital marketing is the component of marketing that utilizes internet and online
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services.
As digital platforms became increasingly incorporated into marketing plans and
everyday life, and as people increasingly use digital devices instead of visiting
physical shops, digital marketing campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display
advertising, e–books, and optical disks and games have become commonplace.
Digital marketing extends to non-Internet channels that provide digital media,
such as television, mobile phones (SMS and MMS), call-back, and on-hold
mobile ring tones.
 Recent Trends in Digital Marketing

Technology continues to advance at a rapid pace, so of course, some of these

trends are focused around technology. However, there’s also a pushback against
the increased digitization and automation of interactions between brands and
consumers, and a desire to make marketing more human again. While
technologies such as AI and data-driven marketing will certainly be big trends
for 2020, the overarching focus will be on people, not technology.
1. Customer Experience
The growth of online content has given consumers more power. They
are no longer a passive party when it comes to learning about
products. They’re not waiting for you to tell you how great your
products are. Instead, they’re going out and doing their own research.
So, you have to offer them something more than information.
2. Visualization
With the explosion of smart speakers and voice search in recent years,
you’d be forgiven for thinking that “readable” content is more
important than visuals and design these days.
3. Personalization
Increased data collection and advancements in technology have
already had a huge impact on the level of personalization that is
possible and on what consumers expect from their interactions with
brands.
4. SERP Position Zero & Featured Snippets
SEO will continue to be an important aspect of digital marketing as
we move into 2020, but we’re now seeing one of the most major shifts
in the SEO industry in the last decade.
With the growth of mobile and voice search, people are changing the
way they use search engines like Google. Being number one in the
search engine result pages or SERPS is no longer necessarily the
primary goal your business should be aiming for.
This on-SERP information may appear in various places, but the most
sought-after position is right at the top of the page, before the organic
listings. This position has been dubbed “position zero”. As it’s often
the only information that a searcher will view, it’s highly coveted.
Over 60% of search results returned by Google are now position zero
search results.
 Based Automation
We’ve already seen huge advancements in AI over the last few years,
and a great increase in the number of businesses using AI-powered
technology and automation to assist their marketing efforts.
AI is one of the major technologies behind voice search and smart
assistants. It’s also made chatbots possible, which are now popping up
on more websites than ever before.
AI technology and automation are helping to take some of the grunt
work out of marketing so brands can concentrate on strategy and
crafting a fantastic customer experience.
5. Focus on Customer Retention, Loyalty and Advocacy
Loyal customers also help to increase the reputation and awareness of
your brand as they’ll talk about your company and products with their
friends and family. Happy customers make great (and free!) brand
ambassadors and influencers.
6. Live Video
When the live element is added, this makes video more engaging as
the audience feels they’re a part of it and can influence the content,
rather than just passively watching. Live video is great for grabbing
AI-
the attention of your social audience on Facebook or Instagram.
Need of the study
Advertising is normally done by a third party known as advertising agency. An
advertising agency is a service-based business dedicated to creating, planning,
and handling advertising for its clients. An ad agency is independent from the
client and provides an outside point of view to the effort of selling the client's
products or services. An agency can also handle overall marketing and sales
promotions for its clients. Types of ad agencies are
 Full-service agencies

 Creative agencies

 Specialized agencies
  In-house agencies

 Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There
was a time when Television was the most popular medium for Marketer to
promote, spread awareness and generate leads for their products but now the
trend has changed and Digital media has taken its place. Main reason for this
change was
 Traditional methods are expensive. Compared to digital marketing

channels, you could end up spending lakhs of rupees more.

 Traditional marketing channels fail to provide instant feedback and

reports about who saw or heard an ad, and took action. This data is
collected long after the initial ad impression is made (and still then, the
statistics are far from exact numbers).

 Digital marketing, on the other hand, refers to marketing methods that

allow organizations to see how a campaign is performing in real-time,

such as what is being viewed, how often, how long, as well as other
statistics such as sales conversions.
The digital landscape is moving at a lightning fast pace. Every industry has
been affected by the advances in digital. Digital marketing is an essential
part of this for companies who want to utilise the power of the internet in
order to boost business. The tremendous scope of Internet Marketing in
India, we have to understand that marketing through the internet can be an
entirely different ball game. In fact, it is a potent combination of technology
and marketing acumen.

Digital Marketing like traditional form of marketing is a highly result driven

and set objective practice. One can’t begin a digital marketing campaign
without setting the campaign objectives. A digital marketer understands the
 needs of the clients and visualizes their needs to deliver what they want.

Taking a look at last year’s figures, let’s see what AdAge discovered when
looking at the statistics:

77% of people interact with brands on Facebook by

looking at posts 17% share news and experiences with
others about the brand
13% post updates about brands they have connected with
56% said they would recommend a brand after becoming a fan on Facebook
 34% of digital marketers have generated leads from Twitter
so, as a marketing management student it's very essential to research on
known such an important marketing tool and study on its impact on revenue
generation will help you to about how marketing agencies performing.

Scope of the project:

1. To understand the digital marketing models.
2. To understand marketing effectiveness.
3. To understand how digital marketing campaign's takes place.
4. To understand how digital marketing agencies works and generating
revenue.
5. To understand how digital marketing has impact on revenue generation.
Limitations of this project

1. The time span for the project is limited.

2. This revenue generation model completely with reference to DSV AIR
SEA
3. Time of campaigns for some client is more than three months.
4. Advertising expenditure of some companies is confidential so it can’t be
revealed

Benefits of Revenue Marketing

Marketing efforts are typically broken down into four broad categories:
Traditional marketing, lead generation, demand generation, and revenue
marketing.

Many companies move through marketing efforts in this order. Traditional

marketing comes first and includes a focus on building your brand — generating
name and product recognition in the hope of driving sales later on.

Lead generation comes next. Here, marketing teams look to pinpoint high-value
leads that are likely to take action and drive sales. Demand generation follows, and
sees marketing and sales teams working in tandem to create multi-channel
campaigns that bring interested B2C and B2B buyers to your site or sales
platform.
 Revenue marketing looks to scale up lead and demand generation processes by
tying them to specific metrics and making them both reliable and repeatable.
Effectively implemented, revenue marketing offers three key benefits.

Increased Customer Focus

Traditional marketing efforts are all about finding ways to boost demand by
making products or services more appealing at scale. Revenue marketing flips the
script to focus on what customers want.

What do customers want from the product? What would make them likely to buy
more? Buy less? What non-product areas — such as speed of customer service
response or the ability to easily navigate websites — have an impact on the
likelihood of conversion? By focusing on the cultivation of long-term customer
relationships, revenue marketing can help drive sustained sales.

Enhanced Team Alignment

Marketing and sales teams are often at odds. Where marketers look to positively
raise brand profiles at large, sales teams are more concerned with the specifics of
individual conversions. As a result, efforts from these two teams may work in
opposition rather than tandem, in turn frustrating both outcomes.

Revenue marketing, meanwhile, helps put these teams on the same page with a
singular focus: The customer. By getting everyone on board up-front — from sales
and marketing team members to C-suite sponsors and even IT if needed —
companies can align goals and outcomes across their organization.

Improved Goal-Setting
Speaking of goals, revenue marketing prioritizes — you guessed it — revenue,
rather than leads, prospects, or potential demand. By tying success metrics to the
generation of revenue from specific sources, it’s possible to create goals rooted in
the reality of current sales volumes rather than predicated on predictions of
potential customer action.
Key Components of Revenue Marketing Efforts
Customer data acquisition
Stakeholder alignment
Process definition
Technology implementation
Results management

1. Customer Data Acquisition

First up? Data acquisition. Here’s why: The more businesses know about their
customers, the better they’re able to create marketing and sales strategies capable
of driving action. Effective acquisition starts with permission — make sure
 customers know what’s being collected, and why — and gets up to speed with
data analysis tools capable of deriving patterns from real-time data sets.

2. Stakeholder Alignment
Given the scope of revenue marketing efforts, it’s also critical for companies to
ensure stakeholder alignment. This means taking the time to sit down with
relevant team members and create a strategy that gets everyone on board. Not only
does this provide a roadmap moving forward, but sets a tone of collaboration from
the outset.

3. Process Definition
Process comes next: What does the big picture revenue marketing campaign look
like, and what specific processes will help achieve the goal? This often involves
discussions around demand management, targeted marketing efforts, and the use
of customer data to drive personalized campaigns.

4. Technology Implementation
From email newsletters to mobile apps and social media sites, technology is
instrumental in effective revenue marketing. As a result, it’s worth looping in IT
staff as soon as possible to identify services and software — such as in-depth big
data programs and powerful CMS platforms — that can help companies reach
their revenue marketing goals.

5. Results Management
Last but not least? Effective results management. This includes pinpointing the
key metrics you’ll use to measure success — such as total number of sales over a
specific period or revenue growth year-over-year — and how these metrics will
inform revenue marketing efforts moving forward.

Developing an Effective Revenue Marketing Strategy

It’s not enough to know that you need a revenue marketing plan — you need a
strategy to achieve this goal. Not sure where to start? We’ve got you covered with
our 4-step process.

How to Develop a Revenue Marketing Plan

1. Set SMART revenue goals.

To reach your revenue goals, you have to make them! If you're a little confused on
how to start making them or unsure of how to set them so they're effective for
marketing campaigns, let's talk about how you can set measurable goals.

Before you set out to conduct online marketing strategies, your goal should be
clearly defined and understood by the team working on the campaign. The easiest
way to do that is to make sure your goal(s) is SMART: Specific, Measurable,
 Attainable, Relevant, and Time-based.

For a little refresher on SMART goals and how they pertain to setting revenue
goals for marketing campaigns, let's walk through an example.

Let's say a marketing team for a company is generating $10,000/month in revenue

through online and traditional marketing efforts, but wants to generate more
revenue through beefing up digital campaigns. They have decided on a goal to
double their revenue.

While doubling revenue is a fantastic goal, it doesn't have any basis for how to get
there. To make this goal SMART, the team can add some terms to make their path
a little more clear.

So, instead of the marketing teams' goal being "Double revenue," it can be
restructured to, "Through an online marketing campaign, the goal is to double
revenue in six months by using channels chosen based on previous ROI data."

This goal gives a time span, is specific, relevant to the task, and measurable. While
doubling revenue is a high goal, SMART goals can change; they're merely a guide
to making sure your goals are reachable.

Begin by planning out your revenue goals. If you are still shaky on SMART goal
making, HubSpot offers a free template you can download to guide you while
writing them.

2. Audit your current website and marketing ROI.

Marketing analytics software can be used to measure the number of visits, leads,
and generated sales you earn for each of your marketing channels. For example,
HubSpot's Marketing Hub offers the tools marketers need to measure the success
of their digital marketing campaigns, such as website metrics.

When you want to determine the initial ROI of online marketing efforts, using
analytics tools is extremely critical. These tools have customizable settings that
you can configure, so the platforms only track the metrics you care about.

If you want to use your revenue goals to inspire your internet marketing plan, the
metrics that will be useful may vary based on your business goals, but here are a
few that are especially helpful: SEO metrics, ROI from pay-per-click (PPC), your
blog's conversion rates, and social media engagement.

Those metrics will tell you how your marketing efforts are ranking on Google,
how many people are clicking on your ads or campaign offers, how helpful your
content is to readers, and how your brand is perceived by its audience.
 In general, if you intend to make money from a marketing channel, it's important
you continue to measure and iterate your strategy based on that channel's core
metrics. Once you know your analytics, you can use that data, paired with monthly
revenue data, to estimate the conversion rate you aim to earn with your next
campaign.

3. Conduct research to determine actionable steps.

If you're unsure of how to determine actionable steps in your plan, it's always
helpful to do some research.

I know, I know: you might not have the time to devote to copious amounts of
research. However, by seeking out some information, you'll be able to uncover
actionable steps that work for similar companies' revenue marketing efforts.

For instance, we've talked about how leveraging data can help build your online
marketing strategy. Before you start planning, if you're unsure of where to begin,
refresh your memory of must-haves when writing a marketing plan. This post is a
good place to start.

You can also look into downloading a report from a company that used revenue
marketing. For instance, HubSpot offers this study, which details how revenue
marketing worked for a campaign, and provides highlights of the report for those
strapped for time.

Additionally, you can look at a case study to get an understanding of how a

revenue marketing plan looks from a bird's eye view. This directory of case
studies is organized based on industry, company size, and company goals, so you
can easily find a case study that illustrates the plan you're considering for your
own business.

Don't forget to look into how using SEO can help make smarter marketing
decisions. If you are confident in your SEO efforts, look at keyword and
competitive data to figure out how much time and money you should invest in
pay-per-click to hit your goals.

Finally, research can help you determine if you're following the best practices for
lead generation and tracking. You can find new ideas for converting leads into
customers using online marketing channels, such as blogging and email, as
nurturing tools.

To gain an understanding of how your marketing efforts help one another, and
how to structure a chronological plan, a little research is necessary.
 4. Put it all together.
Once you've got an idea of your current return, have set reasonable revenue goals,
and know a bit more about the channels and methods you want to use, it's time to
put it all together.

When you're building your internet marketing campaign, keep in mind that every
step in your plan should be based on revenue goals. If you're going to use
Facebook Ads as part of your campaign, for example, it should be understood by
the team why that method will help you reach your revenue goal.

Spend some time ensuring the content you want to create for the campaign will
resonate with its audience, as well. Blog posts need to be valuable to readers
(Keyword research helps you figure out what readers are searching for) and social
media content needs to engage followers, for example.

During your internet marketing planning process, outline how you're going to
measure success. Revenue is the obvious metric to measure, but what software
will you be using? How are you going to interpret the revenue you earn?

Once you've worked through your marketing plan, you should have all the
resources in place to write a marketing report or case study from your findings on
your own. Who knows — your report could even turn into a valuable content offer
for your next revenue-based campaign.
 Chapter 2

Industry Profile & Company Profile

Industry Profile

With the utilization of the internet, Digital marketing has become essential with
the internet being accessible by all and forming opinions and their buying
decisions on the basis of what they read online. While every single industry is
battling with a growth rate of 5 to 10 %, the advanced media industry is going
high with 40% development rate. Such reports are sufficient to advise the place
to digital marketing in next couple of years.

Digital Marketing is developing at a fast pace in India. As the web clients are
expanding step by step, web-based business industry is additionally on a hike.
Organizations are moving their promotion spending plan from customary
advertising to advanced digital marketing. A brand can no longer afford to
ignore or under weigh the game of social media marketing or SEO analytics.
The brands have realised that the consumption of information has changed; it
has shifted from print and TV to the Internet. Even the medium of consumption
has seen a shift- people are now consuming maximum information on their
mobile phones and to reach them on their handsets, digital marketing is the
definite way.

As per IBEF.org (India Brand Equity Foundation), India’s digital advertisement

market is expected to grow at a compound annual growth rate (CAGR) of 33.5
per cent to cross the Rs 25,500 crore (US$ 3.8 billion) mark by 2020

The Internet’s share in total advertising revenue is anticipated to grow twofold

from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which
was estimated at Rs 2,900 crore (US$ 435 million) in 2013, could jump
 threefold to Rs 10,000 crore (US$ 1.5 billion) in five years, increasing at a
compound annual rate of 28 per cent.

The global digital marketing landscape is growing relentlessly. One of the major
factors influencing the growth of digital marketing is its ability to track and
monitor the outcome of spending on digital marketing efforts. Unlike traditional
methods, companies do not wait for their revenue number to increase and show
the success of their promotional efforts. Instead via the number of likes, share,
comments, and virality of their advertising campaign, brands successful
apprehend their sales figure for a specific duration. Much of this market’s
growth can be attributed to the fact that these platforms are interactive for users.

Digitalizing lifestyles of the middle-class population, growing use of internet,

mobile and social media are one of the major factors responsible for the
growth of digital marketing
globally. Users are continuously shifting towards digital media are additionally
providing purpose to market growth.
Future growth in this market will mostly be by the use of mobile devices. It is
the most preferred digital media platform. The best approach to digital
marketing stages is reasonable for clients. Client engagement rate of these
campaigns is moderately higher than other advertising methodologies.

Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power
lies in the business. Here I am using porter’s model to understand digital
advertising industry in India. Generally, in the Indian advertising industry,
contracts are long termed, and customers are likely to keep going back to the
same advertiser so long as results were obtained the first time.

1) Threats of New Entry

 Full-service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest

a huge amount in backend function like technology.

 Getting clients in the initial stage is a bit difficult, because clients will

usually look the past experience of agency.

 Government regulations in the digital advertising are low. While

comparing with M&E industry.

2) Bargaining power of suppliers
 Lot of suppliers are there, but some suppliers who have high reach and

affinity will charge high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are
very high.
 Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to

adjust with agencies.

 Clients can ask agencies to change pattern of campaigns at any time.

 Clients like MNC’s have high power over agencies, but SME’s will

satisfy with performance of agencies.

 Backward integration by buyers is not possible.
4) Threats of substitutes
 No. of substitutes is high, substitutes include Print media, TV, OOH
and Radio.
 Substitutes are too popular among buyers. They had high demand in
past years.

 Main competitor for Digital advertising is TVC, but trends are now

changing FICCI-KPMG report of 2014 showing growth of digital is

 very high while comparing with others media.
 But media consumption through radio is increasing now.
5) Rivalry by existing competitors
 At present competitors are low, but it can be increase in future.

Because lot new players are coming to the industry.

 Existing competitors have high profile clients and clients loyal toward
them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign
for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good

remunerations to employees. So, employees are loyal towards

employers.
 Some firms are popular due to execution of innovative campaigns.

Company Profile

DSV AIR SEA started in 2015 as a full-service professional web design firm
specialized in responsive website design and development in Mumbai. In 2016
company expanded its wing to Web Based Software Development.
 DSV AIR SEA is a DENMARK No.1 Web Solutions Company which offers
cost effective quality Service to various clients by providing solutions to their
business strategies using World wide web. From domain booking / registration
to website hosting, from custom web designing of HTML or Flash sites,
multimedia presentations, portals, vortals to maintenance and backend services.

Vision

At DSV AIR SEA , we aspire to be Premier Company in IT, Branding and

Multimedia services sector across the world. To achieve that end, we commit
to: Intensely focus towards customers to attain their categorical requirements.

Mission

Fulfils the needs and Exceed the expectations of the Clients’ is the mantra that
we passionately follow at DSV AIR SEA . To attain our objective, we will
formulate proficient as well as result-oriented web, branding and digital media
solutions. The strategies and solutions will be equally complemented with our
outstanding, devoted and round-the-clock support services.

What they do

DSV AIR SEA provide a proven solution across many verticals. These products
will just note only meet your requirements but also helps you to excel in your
business domain. More than 90% of DSV AIR SEA clients reward the
company’s delivery model, reliability, passion, creativity, and unique ability to
handle the broadest range of their IT needs, by continually extending their
partnerships with us. DSV AIR SEA is relentlessly working on the emerging
and futuristic technologies in order to create the most sought-after tech solutions
that offer meaningful differentiation for its clients.

DSV AIR SEA services entitle Web Designing, Wed Development, Web
Hosting, Digital Marketing, SEO optimization, App development, Ecommerce
website design, Responsive website design, Content Management System.
 Chapter 3 Research

Methodology

The research design and methodology is presented as follows

Data collection:
 The task of data collection begins after a research problem has been
defined and research design has been chalked out.
 While deciding about the method of data collection to be used for the
study, the research should keep in mind two types of data viz. Primary
and Secondary.
Sources of data
Primary data:

The observation method is the most commonly used method. Data pertaining to
digital marketing process and most of information is collected from project
guide in the company. Questionnaire method is also very widely used in order
to give a structure to the entire study. Secondary data:

Secondary data is collected from already existing sources in various

organization broachers & records. Secondary data for the study were collected
from the magazines, websites & other previous studies. To meet the objectives,
the study used qualitative research. The descriptive study was done through
review of existing literature that helped in validation and extraction of the
important variables and factors. Data was collected from secondary sources.
Secondary sources were magazines, websites, books, office executives, and
company data.

Literature Review

1. Neelika Arora 32has published research article entitled “Trends in Online

Advertising” in advertising Express, Dec2013.

 The global online advertising revenues are expected to touch US $10bn by
2015. In India, the revenues at present are estimated to be Rs.80 cr. and are
expected to increase six times more within the next five years. In India, Internet
as a medium is accepted by a wider industrial segment that includes
automobiles, telecom, education, banking, insurance, credit cards, FMCG (Fast
Moving Consumer Goods), apparel/clothing, durables, media, business services
and tourism. Out of these, it is estimated that the banking, FMCG and insurance
sectors together account for 45% of the total advertising spend. In comparison
to this, automotive, travel and retail spend 37% of the total advertising revenue
and financial service companies
spend 12% only. Some of the top spenders in India are automobiles, followed by
brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance
Corporation Ltd.) loans and Sunsilk. In addition to these the early adopters in the
field of finance and IT are also increasing their spending. Globally, the trend is
that almost 60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft,
AOL (America Online Launchers), and Overture. Approximately, 90% of the
Goggle revenues come from advertising. In India, portals like indiatimes.com,
exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major
online spender. This article explains demographic profile of Indian users. It also
gives the comparison between global trend and Indian trend, which is useful for
my research work.

2. Sumanjeet37 has published article on “On Line Banner Advertising” in

Indian Journal of Marketing. Online banner advertising has great potential as an

advertising medium. It is easy to create, place and use. It offers companies
targeting well educated, innovative, affluent males/females or students with
great potential for success as their segments are highly represented.

3. Jaffrey Graham45 has published his article entitled “Web advertising’s future

e-Marketing strategy” Morgan Stanley Dean Witter published an equity

research report analysing the Internet marketing and advertising industry. The
report studies research from dozens of companies and calculates the cost and
 effectiveness of advertising across various media. Branding on the Internet
works. For existing brands, the Internet is more effective in driving recall than
television, magazines, and newspapers and at least as good in generating
product interest.

4. Advertising in social media: How consumers act after seeing social ads.

Adapted from Nielsen (2012: 10). Social media has not only changed how
people communicate online, but it has also changed the consumption of other
media too. Online social connections are used to filter, discuss, disseminate, and
validate news, entertainment, and products for consumption. (Ryan 2011: 15)
The next chapters will explain more about each of the world‘s current most
widely used social medias. There are, of course, many other social networks and
applications (apps) available but considering the study, the focus is on the main
Medias.

Vikas Bondar has published his article on “sales and marketing strategies” Internet
is a really good thing. The Internet gives people a greater amount of information
as we need. It is the best way to get a comparison of the products that we need. If
we are interested in buying, it is best for us to check the Web sites. Also if we
would like to make our own Web page we can do this, without paying a lot of
money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers
and more. Year after year we get more and more new, interesting information and
in the future the Internet use will increase more than now. This article explains
how internet is useful tool for advertisement.

5. According to Garder‘s survey (2013), the top priority in digital marketing

investment will be to improve commerce experiences through social marketing,

content creation and management and mobile marketing. Key findings also
revealed that a company’s marketing success relies mostly on their website,
social marketing, and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be
reinvested elsewhere. Normally, companies spend 10 percent of their revenue
on marketing and 2.4 percent on digital marketing, which will increase to 9
percent in the future.

6. J Suresh Reddy26 has published article in Indian Journal of Marketing. Title

of article is “Impact of E-commerce on marketing”.

Marketing is one of the business functions most dramatically affected by

emerging information technologies. Internet is providing companies new
channels of communication and interaction. It can create closer yet more cost-
effective relationships with customers in sales, marketing and customer
support. Companies can use web to provide ongoing information, service
and support. It also creates positive interaction with customers that can serve as
the foundation for long term relationships and encourage repeat purchases.

7. Economic times published article on “Indian companies using digital

marketing for competitive advantage” in Oct 2014.

According to this article a growing number of marketers in India are leveraging
digital marketing to increase their competitive advantage, a research by Adobe
and CMO Council has revealed. According to the study, India leads in the
confidence in digital marketing as a driver of competitive advantage. Ninety-six
per cent of the Indian marketers have high confidence in the ability of digital
marketing to drive competitive advantage. It is among the highest in Asia-
Pacific APAC with only Australia leading with 97 per cent, the research said.
However, while Indian marketers believe that the key driver to adopting digital
is a growing internet population (70 per cent in India against 59 per cent in
APAC), their belief that customer preference and digital dependence drive the
adoption of digital, and that digital can engage the audience, is lower than the
APAC averages, it added The 2014 Adobe APAC Digital Marketing
Performance Dashboard was compiled through quantitative surveys with over
800 marketers across the region.

Marketers from Australia, Korea, China, India, Hong Kong, Singapore and
other countries were covered. "However, while India is an emerging leader in
Digital Marketing, it has dipped in its own performance this year as compared
to the previous year. It is important to note that India scored much higher than
the APAC average last year," it said.

Adobe Managing Director South Asia Umang Bedi said that customer
preference and digital dependence would increase along with the increase in
penetration of internet in the Indian market. "Therefore, what would matter is
how the Indian marketers are able to increase engagement and activate audience
through digital marketing. This presents challenges in programme planning,
execution and most importantly measurement," he added. The study also
revealed that compared to their APAC counterparts, Indian marketers are
receiving lesser support from channel and sales teams for increasing digital
spends. However, they are doing better as compared to last year suggesting that
departments that have a customer interface are realising the importance of
 digital marketing in augmenting their effort.

10. Andy Mallinson in digital marketing magazine on Jan 23 2015 published

article titles how social media engagement will impact the retail space it says

Traditionally, social networks have not been used as a tool to directly drive e-
commerce sales, but as Nielsen reported in its Global ecommerce report in
August 2014, an estimated 61% of people spend a considerable amount of time

researching products through online channels before making a purchase. And

interestingly, a significant 43% of consumers revealed that they
 specifically browse through outlets such as Facebook, Twitter, Pinterest,
Instagram and Google+ to seek inspiration for the types of products to buy.

This last statistic reveals just how powerful social media can be in terms of
enticing shoppers to make a purchase, both through its use of visual content and
product descriptions. But while many consumers still have reservations about
purchasing items through social channels directly, the social shopping
phenomenon is clearly only going to grow and it’s apparent that this growth will
eventually have a positive impact on a retailer’s bottom line.

One retailer which enjoyed success by promoting its products via social media
is ASOS. At the start of 2014, ASOS previewed their summer sale through a
Facebook application, allowing fans to play a series of games to accumulate
points, getting them to the front of the virtual shopping queue. The winners
gained first access to the sale, and through the support of sponsored ads ASOS
was able to generate 1 million views through the application, growing their fan
base by 32%.

This example shows how much potential there is for brands to drum up organic
publicity for their products whilst engaging through fans across social media
channels. Furthermore, it proves that social media outlets have evolved not only
as a tool for driving community growth, but also as a revenue driving
commodity to boost business performance.

Retailers mustn’t underestimate the power of social engagement as a method of

generating sales. This was proved by Wanted Shoes, who recently worked with
us to design and integrate a ‘social catalogue’ onto their site. The social
catalogue depicted real-life images of products that customers had recently
purchased. When hovering over a post, users of the site were then directed to a
link to buy the exact shoe displayed in the picture, or alternatively, were able to
shop for other shoes from that designer.

Supporting the concept that that social media engagement can facilitate
 purchase orders, according to Nielsen, 77% of shoppers say ‘social exposure’
and validation to a product is the most persuasive source of information, and
does indeed drive them to make more purchases. After all, we mustn’t forget
how powerful the trust of our peers can be, and this has a direct impact of
driving revenue.

As Wanted Shoes experienced, by showcasing its products in a customer driven

catalogue, they were able to boost revenue and encourage more people to
engage with their brand. Following this example as well as the other retail
giants that have enjoyed impressive results through
social channels, the retailer that ignores the power of social engagement in 2015
could potentially miss out on a substantial revenue stream – one that could
decide the difference between success and failure in an increasingly competitive
retail landscape. Digital Marketing

Basically, digital marketing refers to any online marketing efforts or assets.

Email marketing, pay-per-click advertising, social media marketing and even
blogging are all great examples of digital marketing—they help introduce
people to your company and convince them to buy.

Here are some of the most common digital marketing assets and strategies
businesses use to reach people online:

Digital Marketing Assets

Almost anything can be a digital marketing asset. It simply needs to be a

marketing tool you use online. That being said, many people don’t realize how
many digital marketing assets they have at their disposal. Here are just a few
examples:
 Your website
 Branded assets (logos, icons, acronyms, etc)
 Video content (video ads, product demos, etc)
 Images (infographics, product shots, company photos, etc)
 Written content (blog posts, eBooks, product descriptions, testimonials, etc)
 Online products or tools (SaaS, calculators, interactive content, etc)
 Reviews
 Social media pages
As you can probably imagine, this list just scratches the surface. Most digital
marketing assets will fall into one of these categories, but clever marketers are
constantly coming up with new ways to reach customers online, so the list
keeps growing!
 Digital Marketing Strategies

The list of digital marketing strategies is also constantly evolving, but here are
some of the strategies most businesses are using:

1. SEO

If you don’t want to pay to show up in the SERPs, you can also use search
engine optimization (SEO) to try and rank pages or blog posts on your site
organically. You don’t have to pay directly for every click, but getting a page to

rank usually takes quite a bit of time and effort (for a more in-depth comparison
of paid search and SEO, check out this article).
There isn’t anything more important to digital marketing than SEO, something
that might still mystify you in its ongoing complexity. While it’s true Google’s
algorithms can still become confusing, you can better grasp how it works when
you work more with the concept.

It’s always better to have an expert to manage SEO for you if you want to truly
succeed. While you can learn some basics, you’ll want someone who’s worked
in it a while to fully help you realize the best strategies.

One recent strategy involves new HTTPS requirements already impacting SEO
results. If you’re used to using HTTP pages, Google now suggests you to switch
to a HTTPS format. The reasoning behind this is many contact forms using
HTTP pages aren’t deemed secure enough.

2. Search Engine Marketing

If you’re new to search engine marketing, you’ll usually see it abbreviated as

SEM. It’s a form of Internet marketing where you increase your SERPs through
paid advertising methods.

You’ll want an expert to help you in this field as well, especially one who’s
worked with Google Ads and search/display ads. In the case of Google Ads,
 you’ll want to educate yourself first on how the process works.

What you’ll appreciate the most is Google makes its Google Ads easy to use
through their attention to customization. They let you choose whether you want
graphic display ads, YouTube video ads, text-based search ads, or in-app mobile
ads. All of these are going to depend on your business style and the targeted
customers you need to reach.

Google makes it even easier with localized ad capability, plus superior metrics
to track how well your ads work. Don’t forget about other paid ad opportunities,
especially Facebook Ads. The latter gives you ample opportunity to customize
to multiple ad formats.

3. Local Search Marketing

You’re seeing a lot more attention on local search marketing in the last few
years. It’ll continue being important far into the coming decade as local
businesses realize the value of being found by local consumers.

To get started with local search marketing, you can again utilize more gifts from
Google. Through Google My Business, you’ll be able to have your listing turn
up the second someone does a Google search based on the user’s keywords.

This includes your business appearing on Google Maps.

 Google makes it easy to update your listing as well so nothing becomes out of
date.

Don’t forget about how important online reviews are, as well as your social
reputation. You’ll want to inspire customers to write positive reviews on places
like Yelp. On social media, starting conversations and posting targeted content
helps you utilize inbound marketing. Inbound techniques attract customers to
you rather than you seeking them.

4. Content Marketing

As a connective string to inbound marketing above, content marketing is a big

part of attracting a targeted audience. What’s essential about content marketing
is that you need to make your content valuable, relevant, and consistent to make
it worth the time of those consuming it.

In today’s time, you need to focus on creating content that can solve pain points
and stay evergreen. Using shortcuts or black hat SEO tactics just to move to the
top of search engines won’t work thanks to Google’s all-seeing eye.

So always keep “content is king”, as many like to put it. To make content
marketing work well, you need to focus on mobile content, native advertising,
influencer marketing, and marketing automation.
Think seriously about mobile content because smartphones are already making
up 50% of all global devices. This is going to affect digital advertising, and how
influencers promote your brand. Automation tools send content to prospects on
their mobile devices at just the right times.
 5. Remarketing

Another critical aspect of digital marketing is going after prospects again with
marketing content if they didn’t respond to your site’s banner ads the first time.
This works by tracking these visitors through cookies and creating new ads on
related sites.

You can also create new ads on your site to better target your prospects. The
information you get from your site visitors gives you valuable data to tweak
your ads to their pain points.

Ultimately, remarketing helps you stay more engaged with prospects, aids in
brand awareness, and increases conversions. You can also gain the customers of
your competitors, helping pay back any investment you place in creating new
ads.
 6. Responsive Web Design

Reaching customers by mobile is more or less the standard now, and that’s
going to go on into the coming decade. Making your website conform to mobile
screens is one of the most essential parts of digital marketing. The only way you
can make this work successfully is through responsive web design.
 With responsive programming, you can make your website automatically
conform to all mobile screens. This is going to mean more than one format,
including tablets and increasing use of smartwatches.

While you’ll have to work with a web designer to make this work, you’ll want
an SEO expert for another aspect of RWD. AMP (or Accelerated Mobile Pages)
is a new open-source code helping to make mobile web pages load faster.

Google gives precedence to websites using this, so take it seriously. It’s

especially useful if you have a publishing site or post content to your website on
a regular basis.

7. Email Marketing

No doubt you’ve done some email marketing, but how effective is it in reaching
your intended targets at the right times? Email marketing is already a great tool
for generating more leads than possible through any other marketing method.
You can also increase your sales and conversion rates.

If you’re already suffering from overspending on other digital marketing, email

marketing is one of the most affordable methods out there. In some cases, it’s
free, unless using outsourced services.

Since you can combine it with other media, it’s also one of the most integrated
marketing methods. You can add social share icons, plus referral reward
systems. Email marketing ultimately helps you shorten your sales cycles when
using compelling content.

8. Social Media Marketing

No doubt you’ve posted content to social media already. Yet, what can you do
to make it more effective this year and the next?

To capture today’s audiences, Forbes notes various things, including automation

to post your content when you know your audience is reading. Using tools like
Hootsuite for post scheduling helps immensely when reaching users in other
time zones.

You’ll also want to curate some content if possible, to prove your clout. Don’t
be too proud to do this since it adds luster to your expertise and brand. When
you curate content from others, they’ll likely reciprocate.
 9. Marketing Automation

As you can see, marketing automation is an important element in a lot of digital

marketing techniques. Knowing more about it, in general, should become a top
priority as it becomes a standard for businesses around the globe.

With 91% of successful businesses now saying automation is very important to

their success, you can get a vision of what the present and future of marketing
is.

To become successful with this, try looking for a CRM platform with marketing
automation built-in. These can work together well because your CRM already
has contact information. Automating marketing content directly to your contact
list helps you integrate your marketing all in one place rather than using
disparate sources.

10. Influencer Marketing

Have you thought about how you can take on a digital marketing campaign
without having to spend a fortune? While you can save money doing email
marketing and inbound techniques, hiring influencers does the same.

If you think hiring influencers to promote your brand online is all about hiring
celebrities, think again. An influential person on social media doesn’t always
have to mean being a celebrity. It can simply be someone with a lot of followers
 and a good track record of promoting products.

Forbes notes you need to identify top influencers first, which is going to involve
a little research. You can do this by doing hashtag searches on places like
Twitter to see what people are saying about topics related to your industry.
Reach out to these influencers on social media and ask them if they’d be willing
to promote your brand. Some may offer to do it in exchange for free products.
However, most are going to demand a fee.

Be sure to track your results to assure your ROI. Keep in mind those with fewer
followers can have just as much influence as those with ten times the number of
followers.

11. Video

Over the last decade, we became a more visual culture attracted to imagery in
the digital realms. A lot of this comes in various forms, but there isn’t any
question video rose to the top.

We’re at the point now where more consumers of content prefer video above
any other visual medium. Recent statistics show 87% of all online marketers
now use video content of some sort.

A lot of this comes from massive viewership on places like YouTube.

Regardless, where you post videos isn’t going to matter without compelling
content.

The personalized video has become a norm lately, or at least ones directly
addressing pain points of targeted viewers. The same goes with making your
business look more human.

Successful video marketing can mean behind-the-scenes tours of your business,

or testimonials to show the human side of your brand. This means paying
attention to one major trend in video marketing: Storytelling.

When you can tell a compelling story about your business and prove you can
solve the pain points of customers, you have a can’t-miss formula.

It’s also smart to keep your videos as short as possible, if not in a series.
 Attention spans are as short as ever, and you’ll need to tell your story in a
compact way with a compelling hook.

12. Revisiting Your Landing Pages

If you’ve already created a landing page as part of your digital marketing

campaign, are you sure prospects who visited before are going to come back?
This is a question that should become the central core of your digital marketing
efforts. All marketing experts reiterate how landing page traffic is the nucleus of
successful inbound marketing.

The problem is your landing page perhaps isn’t very enticing at the moment.
Solving this (in part) comes down to web design, including where you place
your Call to Action and advertising.

It goes beyond what you place on your website, though. You’ll want to invest in
PPC advertising (pay-per-click) to place ads for your site on related digital
channels.

Other options include buying sponsorships with other companies, or just simple
email marketing. In the latter case, placing a link that takes the reader to your
landing page for further content is a common strategy.

For CTA’s, be sure to include one on your homepage to avoid complications.

Even a CTA at the end of your blog gives a connective string to your content to
entice another visitation.

Plus, pay attention to the “above vs. below the fold” debates. Kiss metrics once
noted that CTA placement depends on the length of your landing page. A
shorter page means you should place the CTA above the folder.

Advantages of Digital Marketing

The benefits of digital marketing include:

 Global reach - a website allows you to find new markets and trade
globally for only a small investment.

 Lower cost - a properly planned and well targeted digital marketing

campaign can reach the right customers at a much lower cost than
traditional marketing methods.
 Trackable, measurable results - measuring your online marketing
with web analytics and other online metric tools makes it easier to
establish how effective your campaign has been. You can obtain detailed
information about how customers use your website or respond to your
advertising.
  Personalization - if your customer database is linked to your website,
then whenever someone visits the site, you can greet them with targeted
offers. The more they buy from you, the more you can refine your
customer profile and market effectively to them.

 Openness - by getting involved with social media and managing it

carefully, you can build customer loyalty and create a reputation for
being easy to engage with.

 Social currency - digital marketing lets you create engaging campaigns

using content marketing tactics. This content (images, videos, articles)
can gain social currency - being passed from user to user and becoming
viral.

 Improved conversion rates - if you have a website, then your customers

are only ever a few clicks away from making a purchase. Unlike other
media which require people to get up and make a phone call, or go to a
shop, digital marketing can be seamless and immediate.

Disadvantages of Digital Marketing

Some of the downsides and challenges of digital marketing you should be aware
of include:

 Skills and training – You will need to ensure that your staff have the
right knowledge and expertise to carry out digital marketing with success.
Tools, platforms and trends change rapidly and it’s vital that you keep up-
to-date.

 Time consuming – tasks such as optimizing online advertising

campaigns and creating marketing content can take up a lot of time. It’s
important to measure your results to ensure a return-on-investment.
 High competition – while you can reach a global audience with digital
marketing, you are also up against global competition. It can be a
challenge to stand out against competitors and to grab attention among
the many messages aimed at consumers online.

 Complaints and feedback – any negative feedback or criticism of your

brand is can be visible to your audience through social media and review
websites. Carrying out effective customer service online can be
challenging. Negative comments or failure to respond effectively can
damage your brand reputation.
  Security and privacy issues – there are a number of legal considerations
around collecting and using customer data for digital marketing purposes.
Take care to comply with the rules regarding privacy and data protection.

DIGITAL MARKETING IMPACT ON REVENUE GENERATION

Digital marketing is a new trend in marketing, unlike traditional marketing most

of companies not use their own marketing channels for digital marketing mostly
it can be outsourced to third parties like digital marketing agencies. Companies
like DSV AIR SEA generating revenue using digital marketing it has great
impact on revenue model of these companies. Spending’s of various companies
on digital marketing is a revenue for digital marketing agencies like DSV AIR
SEA .

Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and marketers who
hire them. At the high end, for global enterprises, are the agency holding
companies with hundreds of full- service digital agencies around the world.
There are also boutique and specialty agencies that provide channel-specific
digital marketing services such as mobile messaging programs, social media
marketing, or SEO link-building campaigns. And there are agencies that focus
on strategy and professional services, such as branding or web design. Like any
organization, each type of agency has its own strengths, weaknesses, and
culture. Digital agencies also can be differentiated by their focus on professional
services versus proprietary technology platforms. Agencies that emphasize their
professional services capabilities recommend and use third-party technology
such as PPC campaign management platforms, SEO tools, and social media
management platforms to manage their clients’ data and digital campaigns.
These agencies view their role as strategists that can analyse and interpret data
to provide actionable results and achieve their clients’ goals. Agencies that
 develop and offer proprietary tools view their platforms as a competitive
advantage over third-party toolsets that are widely available. The plethora of
digital channels has left many advertisers drowning in data. By providing
technology platforms that are built and customized to client needs, these
agencies believe they are providing unique and critical automation tools that
collect, analyse, and optimize data for their clients.
 The Benefits of working with a digital agency
Agencies owned by large media or holding companies can provide the following
benefits:
 Diversity of capabilities from co-owned media properties.
 Built-in sister agency relationships and priority referrals.
 In-network efficiencies.

Working with a specialty or boutique agency offers unique benefits as well,

including:

 More granular channel strategy and tactical expertise.

 Client access to agency decision makers and top personnel.
 Lower spending minimums

Various surveys showing that spending of companies on digital marketing is

increasing every year, here is survey says

Digital agency fee structure

Agency free structures vary widely, even within client accounts. It is not
uncommon for a client to compensate their agency using different fee structures
for different types of media campaigns. For example, a common agency fee
model for paid media work is percentage of spend. Typically, an agency will be
paid 10-20% of a client’s digital media spend on paid search or display
advertising campaigns. Smaller clients may pay a higher percentage, while
enterprise clients may pay a smaller percentage due to the larger dollar volume
of their accounts. Generally digital agencies charge their clients for maintaining
their digital presence this is how they make money, necessity of digital presence
for companies let the digital agencies to make money. Different sorts of
agencies advertising agencies use different models.

Methods of Charging Clients

1. Project based clients:

Often used for smaller agencies, smaller brands and typically for agencies that
do one specific part of the mix, e.g. A digital agency. But even a large agency
would have some clients on this basis. Normally there would be a Scope of
Work, this would come with an estimate to do that one set job. This estimate
would normally be based on the people, how many hours they work, and what
their hourly rate is. But there would like be
Some pass-through costs for physical goods, for services from other companies
etc. The profit the agency makes comes entirely from the gap between the
hourly rates of what they pay people.
2. Retained agencies:
Sometimes there is a fee based on a percentage of media spend, but this is
largely dying. Sometimes it's a project team, where you buy a certain number of
people, a certain percentage of their time, for a quarter or year. These hourly
rates work the same way as the team for the SOW above. Sometimes there is an
amount of money put aside for time and costs and the Agency manages this
time and cost to serve the client. A sort of pay as you go model. With all of the
above, there is an increasing move towards pay for performance. So it's likely
that any of the sorts of agreements in a retained structure, will allow for a bonus
to be unlocked.

This could come down to sales results, brand value, satisfaction levels, or other
criteria, and often a mixture of them.

 Fee-based or retainer-based models are quickly gaining traction, most

often at the expense of commission-based compensation among large
brands and their agencies. The Association of National Advertisers’ 2013
Trends in Agency Compensation Survey found that fee-based agreements
have grown to 81% of all compensation agreements, while commission-
based compensation has fallen to just 5% of all compensation
agreements. The two compensation models have been on opposite
trajectories since 1994, according to the ANA survey, when commission-
based models represented 61% of all agreements, and fee-based models
accounted for 35% of agency compensation agreements.

 Fee-based models have become more attractive because they provide

predictable expenses for marketers and advertisers, particularly on long-
term accounts that require ongoing maintenance, such as monitoring SEO
 rankings or social media content. Retainers may also encourage agencies
to test new campaign strategies and tactics, knowing that they will be
compensated for their time regardless of results.

Digital marketing budgets total 2.5% of revenue and will increase 9% this year.
Marketing leaders have secured bigger budgets to define markets and attract,
acquire and retain customers. Yet, increased funding is a double-edged sword. It
brings new opportunities but puts more pressure on marketers to deliver and
prove a return on the investments.
 Revenue models of digital marketing companies

1. Revenue from Pay Per View access to document

Here payment occurs for single access to a document, video or music clip
which can be downloaded. It may or may not be protected with a password or
Digital Rights Management.

Digital rights management (DRM) The use of different technologies to protect

the distribution of digital services or content such as software, music, movies, or
other digital data.

2. Revenue from CPM display advertising on site

CPM stands for "cost per thousand" where M denotes "Mille". The site owner
such as FT.com charges advertisers a rate card price (for example 50 GBP
CPM) according to the number of its ads shown to site visitors. Ads may be
served by the site owners own ad server or more commonly through a third-
party ad network service such as Google AdSense as is the case with my site.

3. Revenue from CPC advertising on site (pay per click text ads)

CPC stands for "Cost Per Click". Advertisers are charged not simply for the
 number of times their ads are displayed, but according to the number of times
they are clicked. These are typically text ads similar to sponsored links within a
search engine but delivered over a network of third-party sites on a search
engine such as the Google AdSense Network. Google Network Revenues
through Ads generate around 88% of Google's revenue. For me, the Google's
content networks are one of the biggest secrets in online marketing with search
engines such as Google generating over a third of their revenue from the
network, but some advertisers not realizing their ads are being displayed beyond
search engines and so not served for this purpose.

4. Revenue from Sponsorship of site sections or content types (typically fixed

fee for a period)

A company can pay to advertise a site channel or section. For example, bank
HSBC could sponsor the Money section on a media site. This type of deal is
often struck for a fixed amount per year. It may also be part of a reciprocal
arrangement, sometimes known as a "contra-deal" where neither party pays.

5. Affiliate revenue (CPA, but could be CPC)

Affiliate revenue is commission-based, for example, I display Amazon books on

my personal blog site DaveChaffey.com and receive around 5% of the cover
price as a fee from Amazon. Such an arrangement is sometimes known as Cost
Per Acquisition (CPA).

Increasingly, this approach is replacing CPM or CPC approaches where the

advertiser has more negotiating power. For example, in 2005 manufacturing
company Unilever negotiated CPA deals with online publishers where it paid
for every e-mail address captured by a campaign rather than a traditional CPM
deal.

However, it depends on the power of the publisher who will often receive more
revenue overall for CPM deals. After all, the publisher cannot influence the
quality of the ad creative or the incentivization to click which will affect the
Clickthrough rate on the ad and so the CPM.

RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.
 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.
 Managerial Aspect of the problem:

 To define SWOT for the client.

 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.

Business Aspect of the problem:

 To find better business opportunity for ROW.

 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

Chapter 4

Data Analysis and Interpretation

1. What is your age?

50+

36-50

23-35

15-22

0 2 4 6 8 10 12

2. How do you get information about new products?

Other Sources
Friends and Family

News

Advertisement 50%
5%
0 0.1 0.2 0.3 0.4 0.5 0.6

35%

10%

Sample showing the 50% of the people are get to know about new products
through advertisements and followed by friends and family. So, we should
create awareness through advertisement about our product in society for
maximize their sales. If we useadvertisement to reach some people that
also effect the other not seen advertisement peoples buying decision referred
by advertisement seen peoples.

3. Do you Collect information before purchasing the products?

 No
5%

Yes 95%

YesNo

Survey results showing that 95% of people collect information before

purchasing the products. Only few people don’t bother about info before
purchasing product. So, we should show all the details about product in the
own website and also shopping website.

4. What type of information will you collect?

Alternative
products 20%

Customer's
40%
review

Price
10%

Product
Featrues
30%
0 10 20 30 40 50
 Survey results showing c people who said they collect information before
purchasing mainly concern about the customer’s review, products feature
and alternative products. So, we should maintain quality of product/service
for get good reviews. Otherwise we will lose our value in the market. If
product not good customers also check the alternative products to buy with
good customers reviews.

5. Did you ever purchase from an online site?

No 13%

Yes 87%

YesNo

Most of the young people said they buy from online sites and some of the
old age people prefer retail store for purchase product by after physically feel
the product look and quality of the product.
 6. u purchase online?

Sports 3%
equipments 10%

Gi 5%
fts
10%
To
30%
ys

Kitchen and 2
home item %
40%
Fashion
accessories

Bo

ok

Electro

nics
0 5 1 1 2 2 3 3 4 4
0 5 0 5 0 5 0 5

People who said they purchased products form online they purchase
electronic products, followed by fashion accessories through online. So, we
should advertise these products in online more for increase sales. And also
advertise other products less.

7. Do you watch TV?

 No
7%

Yes 93%

YesNo

Most of them said yes about 93% of people are watching TV and only 7%
of people are not watching TV. So that advertise media also good to do
promotional activities.

8. Do you read Newspapers?

No
63%

Yes 37%

YesNo
 Survey results showing that almost 63% of people are not reading newspaper
only few are reading newspapers. So, we should spend less in that promotion
media.

9. Do you read the News through online?

No
18%

Yes 82%

YesNo

82% people said yes to reading newspapers through online, 18% are not reading
newspapers in online. Online newspaper readers are more so, we should create
more attractive and creative ads in internet.

10. What do you do with gadgets (smartphones, laptops, tablets)?

Gami 1 4%
ng

15%
Surfi
ng 10%

Shop 5%
ping
 26%
Reading E-

books, 30%
news

Watch

videos

Chatti
ng
0 5 1 1 2 2 3 35
0 5 0 5 0

Survey results showing that 30% of people using internet to watch videos
and following that chatting, surfing. So, should more in the video sites to do
promotion activities. TicTok and Instagram videos are trending now. We
should properly utilise these instead of old Facebook and Youtube.

How much time did you spend in the internet?

more than 10 5%
hours
25%

4-9 hours
 50%
20%
1-3 hours

Less than 1
hour
0 10 20 30 40 50 60

50% people are using internet only 1-3 hours. So, we should analyse in
which time they are using internet and publish their ad in that time to reach
high peoples.

11. Do you ever notice advertisement?

No
18%

Yes 82%

YesNo

100% of the people are seen advertisements in different medias.

12. If yes, from where?
 Bill 7
boards

3%
Magazi
ens

20%
10%
TV

Newspa
per
60%

Online
Ads
0 10 20 30 40 50 60 70

60% of people notice advertisements from online ads and following TV,
newspaper are take positions. So, should more spend on Online ads is best
way to reach large number of peoples. Now all peoples are using the
internet.
 13. How do you normally purchase a product?

Search
information
in online 35%
and
purchaase
from online
shop
Search
information
in online and 5%
purchase
from retail
shop
Visit the
retail shop
20%
and
purchase
from online
shop

Visit and
purchse 40%
from retail
shop itself
0 5 1 1 2 2 3 3 4 4
0 5 0 5 0 5 0 5

40% of people will buy products by visit and purchase from retail shop
itself. And followed by 35% of the people will buy products by visit and
purchase form online websites. So, we should do both the online and on
store promotional activities to get customer attraction.
 Chapter 5

Summary of Findings, Suggestions and Conclusion

Findings

1. With the study of digital marketing I came to its emergence and extreme

growth in today’s digital world.

2. There are many advanced technologies is there but many of them not

utilising that properly. Example in online TV we can use personalized

advertisement instead of current mass advertisement. That will help to
reach the target audience.
3. Most of the companies are opt for the digital marketing channels name

SEO, SEM and SMM and later they will think about other channels which
mean these three-channel high acceptance.
4. If come to B2B sectors company email marketing is the best way to reach

the targeted customer instead of social media marketing.

5. Indian customers are highly information seekers. They collect more

information about customer’s review, features, price. So, we should

maintain good brand reputation in the online platform.
6. Customers are more influenced by the customers reviews so; we should

maintain good brand name in the online. Don’t compromise in your

product quality and price.
7. Most of the Indians prefer to purchase from a retail shop only, but before

going to retail shop they will seek information about the product through
on online platform. Here is actually change happens in consumer buying
journey, early times consumer belief a product only after seeing the
product in a retail shop.
8. Now Indian customers want to get conviction about a product before
 going to retail shop. So from a marketers view they want to convince their
customers before going to a retail shop.
9. Brands want to build a cool presence over digital platforms because the

customer will do research about the product after seeing an ad or after

getting stimulated.
10. Brands are getting more touch points to reach target group in a cost-
effective manner.
11. Now a day’s people have more affinity towards online news portals.

Hers’s the reason maybe they can get news updates very early; they don’t
need to wait for daily newspapers.
12. Advertisements have high impact for creating stimulus in Indian

customers. But this stimulus will get in to action only though opinion
leaders.

13. Indian consumers have high tendency to go for online purchase. They

have high affinity to go online for electronic products and apparels.

Suggestions

1. As per my observations many of the ads are not relevant to me. So,

targeting right audience is very essential to reduce the cost of promotion

activity. After I got Student loan from bank, I am getting a many banks
Credit card ad, it’s not relevant for me.
2. Target the right audience, it makes good conversion rate.
3. Proper utilization of AI and ML to reach the right audience, that effect

high conversion rate with low cost.

Conclusion

The successful completion of this internship indicates that the future of

marketing is in the hands of digital. Digital marketing is not only concerned
 with placing ads in portals, it consists of integrated services and integrated
channels. Marketers want to use these components in an effective way to
reach target groups and to build a brand. In this digital era marketeer is not
the custodian for a brand, people who are connected across the digital
platforms are the custodians.

Brands want to build their presence over digital platform, because customers
have high affinity towards digital media than other media’s. More than that
customers are highly information seekers and digital media is the only
platform for two-way communication between brand and customers.

Digital media is the best platform to convert a product to a brand. Because it

is more cost effective and it provide lot of touch points to marketer. Brands
can able to engage their target group in an effective way through digital
platform. Digital medial is not only for engagement, brands can increase the
impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so

they making money through digital platform. Digital media is not only for
engagement, brands can increase their customers or they can retain their
existing customers. Digital platforms help to increase the impact of brand in
target groups.

Bibliography
  www.wikipedia.org
 https://mikekhorev.com/12-effective-digital-marketing-tactics-
strategies
 https://learndigital.withgoogle.com/digitalunlocked/course/digital-
marketing
 https://www.digitalmarketer.com/digital-marketing/
 NAHARLAGUN, ITANAGAR, AP- 7911100 

“DIGITAL MARKETING AND

REVENUE GENERATION”
  

A Project Report Submitted In Partial Fulfillment of the Degree of Bachelors of

Business Administration Degree in AU 2020-21 

By 

Mr. NIKUNJ KUMAR VINODKUMAR JOSHI  

REG. NO: 12A129721205

Under the Guidance of

INTERNAL GUIDE EXTERNALGUIDE

Dr. *********************, ******************,

B.Tech. MBA

PH.D., M.B.A., SENIOR LECTURER

SR. LECTURER IN MANAGEMENT STUDIES, MBA DEPT.,ABC UNIVERSITY

ABC COLLEGE, RAMPURAM CAMPUS., AP

AP.

DEPARTMENT OF MANAGEMENT and COMMERCE,

AUITANAGAR, AP-7911 100 FUNDAMENTAL
ANALYSIS IN EQUITY MARKET

Submitted to
ARUNODAYA UNIVERSITY

In partial fulfillment of the requirement for the award of

----------------------

Submitted by
Mr. NIKUNJ KUMAR VINODKUMAR JOSHI
REG. NO: 12A129721205
 NAHARLAGUN, ITANAGAR, AP- 7911100
DEPARTMENT OF MANAGEMENT And COMMERCE
Date:

PROJECT CERTIFICATE

This is to certify that Mr. NIKUNJ KUMAR VINODKUMAR JOSHI bearing the
REG. NO: 12A129721205 has
successfully completed the project work on “DIGITAL MARKETING AND
REVENUE GENERATION”, under the guidance of

The project report is submitted to the Arunodaya University

In partial fulfillment of the requirements for the award of  Bachelors of Business
Administration during 2020-21.

HoD

Department of MANAGEMENT ,
Arunodaya University,
Itanagar, A.P- 7911100
 NAHARLAGUN, ITANAGAR, AP- 7911100

DEPARTMENT OF MANAGEMENT
No- AU/VIII – BBA Project Topic Approval/2019-2020

Date: 25-07-2022

To
Mr. NIKUNJ KUMAR VINODKUMAR JOSHI
REG. NO: 12A129721205

Sub: Approval of project Topic

Ref: Your Letter Dated

With reference to the above you are hereby informed that you are permitted to
do the project work on the topic” DIGITAL MARKETING AND
REVENUE GENERATION

You may proceed with project work and comply with necessary requirements.

Yours Truly,
HoD
Department of management,
 GUIDE’S CERTIFICATE

I here certify that the research work embodied in the dissertation entitled
DIGITAL MARKETING AND REVENUE GENERATION has been

under taken and completed by NIKUNJ KUMAR VINODKUMAR JOSHI

under my guidance and supervision.

I also certify that he has fulfilled all the requirements under the covenant
governing the submission of dissertation to the AU for award of BBA
Degree.

Place: Dr.
Date:
DECLARATION

I here by declare that the research work embodied in the dissertation

entitled
“ DIGITAL MARKETING AND REVENUE GENERATION ” has been carried
out by me under the guidance and
supervision of Dr. , PH.D., M.B.A.,SR. LECTURER
IN
MANAGEMENT STUDIES, ST. PETERSON COLLEGE, State Name,
Pincode.

I also declare that this dissertation has not been submitted to any
university/Institution for the award of any Degree/Diploma.

Place: MR. NIKUNJ KUMAR VINODKUMAR JOSHI

Date: REG. NO: 12A129721205
 NAHARLAGUN, ITANAGAR, AP- 7911100 
DEPARTMENT OF MANAGEMENT 

APPLICATION FOR OBTAINING APPROVAL FOR

TITLE OF THE PROJECT AND WILLINGNESS OF THE
GUIDE 

NAME OF THE COURSE WITH 

SPECIALISATION : BBA

ENROLLMENT NO : 12A129721205

NAME AND ADDRESS OF THE CANDIDATE : NIKUNJ KUMAR VINOD KUMAR M JOSHI,
ANAND COLONY 1, PATEL COLONY, ISHWAR KRUPA, JAMNAGAR, GUJARAT, INDIA

CONTACT MOBILE NO : +918401839329

NAME OF THE STUDY CENTRE& CODE NO :  Bachelors of Business Administration

TITLE OF THE PROJECT (In Block Letters) : DIGITAL MARKETING AND REVENUE
GENERATION

NAME OF THE GUIDE : DIGITAL MARKETING

QUALIFICATION OF THE GUIDE REVENUE GENERATION

EXPERIENCE IN THE RESPECTIVE CADRE : 

DESIGNATION OF THE GUIDE WITH 

ADDRESS (CONTACT NO) : 

SIGNATURE OF THE SIGNATURE OF THE CANDIDATE  GUIDE WITH SEAL