Digital Marketing

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A PROJECT REPORT SUBMITTED BY ASHA KAKOTI AND PARUL NIGAM
PGDM(G)
2010-2012

DIGITAL MARKETING:
ORGANIZATIONAL AND MANAGEMENT CHALLENGES IN INDIA

CONTENTS
ABSTRACT3
INTRODUCTION3
WHAT IS DIGITAL MARKETING4
DIGITAL MARKETING IN INDIA6
CHALLENGES IN INDIA8
POSSIBLE SOLUTIONS12
CONCLUSION14
BIBLIOGRAPHY14
ABSTRACT
Today everything is possible on the internet i.e. online be it making friends, selling goods, ordering snacks, shopping, ordering gadgets, booking flight tickets, watching live t.v., filling up of forms and what not. The world is getting online and so are the business houses. It is time businessmen should realize the benefits of online marketing which is Digital Marketing. As more and more people are going online the market is also shifting online. The online marketing or digital market is by far the most cost effective and flexible media as said by the experts. But at the same time it also requires for the marketer to be updated continuously about the changing technology. This study is based on the concept of Digital Marketing and the challenges that come in the way of effective and proper implementation of it in India owing to the demography of the country. With a substantial growth in the number of digital consumers, digital marketing makes possible the shift from traditional advertisement to direct marketing. However, a strategic path is required to reach to the digital consumer.

INTRODUCTION
Consumer behavior has changed forever: Consumers are adopting digital content services faster than previously anticipated, with varying levels of engagement. They are more digital-savvy, willing to provide personal information in return for perceived value, and increasingly ready for permission-based advertising. Digital formats such as social media, online video, mobile communications, gaming and advanced TV enable companies to simultaneously meet transactional and brand-building objectives.

Spending is moving from traditional advertising toward measurable, interactive marketing. Combined with spending contraction in the new economic environment, this requires smarter advertising, and doing more with less.

Therefore it is safe to say that:

Mass marketing alone is no longer viable. To reach increasingly fragmented audiences requires approaches tailored for new platforms, new offerings and new experiences.

Reaching the diverse segments requires niche offerings and context via approaches that are tailored for new platforms, new offerings and, increasingly, new experiences. At a time when advertisers need to do more with less, closer collaboration among advertisers, agencies and content owners can reduce cost while constantly tuning campaigns to achieve desired campaign outcomes

This poses a new challenge to the managers – How to adapt to the ever changing market trends? They have to learn to adapt so as to pave way for new ideas and initiate planning based on these ideas. The emergence of technology and ever increasing popularity of gadgets have given way to digital marketing.

With digital consumers increasingly in control of their media experience and advertisers shifting their spend to more interactive, measurable formats, the company managers must move beyond traditional advertising to combine granularity of targeting and measurement with cross-platform integration. To adapt and succeed – especially in the current economic environment – content owners, media distributors and agencies need to build a new set of capabilities now: cross-platform innovation, greater insights, open collaboration and digital processes.

WHAT IS DIGITAL MARKETING

Wikipedia.com defines Digital Marketing as “ the promoting of brands using all forms of digital advertising. This now includes Television, Radio, Internet, mobile and any other form of digital media.”

We can also redefine Digital Marketing as the practice of promoting products and services using digital...
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