Case Study on Digital Marketing a part of a Digital Economy

The Indian market is changing rapidly on a large scale. Internet usage is becoming mainstream among professionals and mobile usage is increasing. The pace of change continues rapidly with digital channels steadily increasing in volume and strength. More people spend more time online in India every year, and the digital tools and sites they use play an ever-increasing role in their lives.
Smart marketers stay on top of the scale of change and ensure their marketing strategies and touch the mirror of the point where the consumer is spending their time. These notes make sense of the scale of change we have seen so far and find out the scale of what is coming.


Digital marketing is a part of a digital economy. India is a fast moving country towards digital economy and this movement has intensified with the demonetisation of Indian currency in the last quarter of 2016. It has been launched various government digital payment incentive schemes. The digital market requires digital promotion and marketing strategies.

The telecom sector is also playing an important role in the digitization movement. The recent launch of Telecom Jio with free and unlimited internet features has played a revolutionary role.

Other major companies like Airtel, Idea, Vodafone & BSNL are also offering attractive internet plans. Indian banks are providing more customer friendly and secure money transaction services. Now the Indian consumer is spending more time on social media and internet surfing. Thus the visibility of any product is greater through digital than traditional marketing techniques.

Digital marketing techniques include content marketing,  AdWords, SEO, marketing automation, email marketing, website design and social media

The major players in the digitization of an economy are the role players and infrastructure providers like government, banking system, shopping portals in India, internet service providers and software service providers.

1.1. Meaning

The use of the Internet and other digital media and technology to support modern marketing has given rise to a stunning range of labels and jargon created by both academics and professionals. It has been called digital marketing, internet marketing, e-marketing and web marketing and these alternative terms have varied over time.

Digital marketing is the most commonly used term in today's time, hence the term we focus on. In simple terms we define digital marketing as "achieving marketing objectives through the application of digital technologies and media". Therefore, digital marketing is about using digital technology to achieve marketing objectives. There is no mandatory requirement for digital marketing to be always separate from the marketing department, as both have the same objectives. However for now it is a useful term because digital marketing requires a certain skill to use digital technology effectively. As the recently developing Digital Skills 2015 report showed, many marketers are now spending 50% of their time on digital marketing activities and two of the three top job roles in marketing are digital, so clearly marketers and managers Digital skills are required for.
1.2 Effective Ways of Digital Marketing
To achieve success, you should take the following steps
· Planning - Create a structured plan and roadmap by reviewing your current weaknesses and opportunities to boost online leads and sales.
· Manage - Review your marketing activities, so you know where to focus to get a quick win that will make the biggest difference
Optimize - Learn best practices and success factors to help you compete to achieve better results

It is not an exaggeration that you live in a digital world and from this point of view it is essential that your business has an influential presence in the digital space. In short, digital marketing is the future of marketing in the world with the added benefits that it is cheaper and measurable than traditional marketing.

Let's list the various ways that you can use the digital medium to popularize and drive conversions for any startup or business.

a)                          Search Engine Optimization (SEO)

In layman's terms, search engine optimization or SEO is essentially altering your website so that it comes up naturally or organically for search results in Google, Yahoo Bing or any other search engine.
Google updates its algorithm regularly so that only relevant results are revealed. From that point of view, many experts say that SEO is dead and the effort is fruitless. However, the truth is that the Google algorithm tries to stop the manipulation and filters out sites that are not fit to be at the top of SERPs (search engine result pages).
So there is no doubt that you should invest in SEO work. Your website should be spedding, indexing, and interpreting non-textual content related to the content that matches the content and query.
Remember, this is the most cost effective marketing strategy that will bring organic traffic to your business.

b)         Search Engine Marketing (SEM)

Search engine marketing or SEM is a comprehensive strategy to bring traffic to your business primarily through paid efforts. Hence it is also called Paid Search Marketing.
The universe of SEM is diverse and complex. Depending on your business structure, you can choose the PPC (pay-per-click) or CPC (cost-per-click) model, or the CPM (cost-per-thousand impressions) model.

There are different platforms for SEM. By far, Google AdWords (on the Google Network) and Bing Ads (on the Yahoo Bing Network) are the most popular.
SEM includes display advertising, search retargeting and site remarketing, mobile marketing, and paid social advertising.
You can choose a single-point strategy such as PPC, or go for the whole SEM strategy, which includes performance and iteration. But whatever you do, make sure that your work is managed by experts because wrong planning can reduce your costs.

c)          Content Creation

Content can be presented in various formats, including blogs, white papers, e-books, case studies, how-to guides, question and answer articles, forums, news and updates, pictures, banners, infographics, podcasts, webinars, Video, or content for microblogging and social media sites.
All the latest changes to Google's algorithm - be it Panda, Penguin or Hummingbird - shows the fact that content is the most important metric when filtering search results.
You can be creative and create content on any subject and then efficiently connect it indirectly to your business. You may like to read our article on how to incorporate content and market your startup or business for free.
Also, you need to optimize your content for different platforms. For example, the content for mobile phones should be crisp and small.
Remember, an effective strategy will engage your readers and leave them more interested in information than you. Good content is shared and is the best way of branding your business.

d)         Social Media Marketing (SMM)

Social media marketing or SMM is a part of your SEM efforts. This includes traffic to your sites or business through social sites such as Facebook, Instagram, Twitter, Pinterest, Google+, LinkedIn, and more.
As we stated above, good content is shared and liked. So create and customize content for various social media platforms. Remember to be prolific and original; You need to connect with users on a daily basis, at least four to five times a day. Your SMM efforts can be particularly helpful for branding and driving sales.

e)          Digital Display Advertising

This is again a subset of your SEM efforts. You can use a variety of display ad formats to target potential audiences - be it text, image, banner, rich-media, interactive or video advertising.
You can customize your message based on interests, content topics, or customer status in the buying cycle.
However, note that digital display advertising is relatively expensive. You need experts to run good ROI for your business.

f)          Retargeting and Remarketing

Essentially, retargeting or remarketing is a strategy to target customers who have visited your website. It is based on cookie technology.
Retargeting has emerged as a preferred strategy because you target customers who have already shown interest in your business; And so the conversion rate is high.
You can engage in retargeting on your site, or on social networks or on mobile. Imagine your strategies based on the buying cycle of customers.

g)         Mobile Marketing

Websites, applications and content are being optimized for mobile devices. Mobile users are increasing day by day and it is the most effective method of marketing.

h)         Interactive Marketing

Make sure your advertising strategy engages the potential customer in the conversation.
According to a survey by, 55 percent of the respondents preferred communicating with the companies from which they buy; And 89 percent felt more loyal to the companies if they were invited to respond.
Use tools such as widgets and opt-in features to make your website interactive, solve and track user behavior.
Actively optimize engagement with customers and offers based on your preferences and browsing activities.

i)           Viral Marketing

Viral marketing is a strategy where a unique content spreads rapidly online, as the content is appreciated, shared and highly liked.
This is a great way to brand and drive traffic to your website. Content can take any format; You just have to be creative.

j)           Email Marketing

When you send a commercial message to a list of potential customers via email, the strategy is called email marketing.
With an effective email marketing software, you can maintain email lists that are based on many factors, including customers' likes and dislikes and spending habits. Remember to send a personal email; It helps develop trust.
However, note that email marketing can also be considered spamming and some countries have laws against it.

k)         Affiliate Marketing

Affiliate Marketing is a performance-based marketing program, where you pay publishers who bring you customers. Performance can be based on conversions - promotions, leads or simply sales. You may like to be part of affiliate programs of various publishers. Essentially, publishers will give you space in their pages to advertise your business and help you drive conversions; And you will pay them based on the compensation model. You can get help from an affiliate network, which will give you a larger base of publishers, and other benefits such as tracking and reporting technology. Affiliate marketing is particularly useful for startups, as it will bring more traffic to your business through high-traffic sites. In short, affiliate marketing is a win-win situation for both merchants and publishers. Sites like Amazon, eBay, LinkShare and Flipkart run Affiliate Programs. In fact, most online businesses with appreciable traffic have their own affiliate programs.

l)           Digital Media Planning and Buying

When a media agency does research and creates a comprehensive strategy framework, we call it digital media planning. Be it driving sales or conversions, launching a new brand or promoting an established brand, or changing customer behavior, the media agency plans various platforms and formats to reach the desired audience. It studies the reach and frequency of various web-based and mobile applications. The agency works with various partners and purchases relevant locations and ideas. It is called Media Buy. In short, media buying and planning emphasize all the strategies we have discussed above.

m)        Web Analytics

Perhaps, the most important aspect of your digital marketing is web analytics. Essentially, web analytics helps you gather, measure, understand, analyze, plan, report and predict web activities for your business. Web analytics should not be confused with web statistics. Unlike simple reporting, web analytics gives you different angles to represent and analyze your business. Some important web analytics tools are Google Analytics, Spring Metrics, Vupra, Click, Mint and Chartbeat.
It goes without saying that every advertiser should use web analytics to understand their business and improve ROI and conversions.
The figure below illustrates the most effective strategy used in digital marketing planning.
2.1 Changing Trends
The figure shown below shows the growth of retail ecommerce sales. This shows that Internet users in India are growing rapidly. With this growth, the scope of digital marketing is also increasing.

The figure above shows digital AD spending to grow at the fastest pace in 2016. Advertising spending in India will grow by 15.5% to Rs 5,486 crore in 2016, with digital advertising expanding fastest with 4.5% media agency GroupM. 2015 and 2016 report. Digital advertising accounted for 12.7% of all advertising expenses in 2016. The agency was estimated at 9.9% in 2015. Television and radio saw slow growth in 2015.
Again while all the other industries are working hard to reach the growth rate of 5% to 10%, the digital marketing industry is moving fast with a growth rate of 40%, portable work mobile device has compared to computer Contributed to greater growth in web connectivity, which predicts affordable data plans and growth over the next 5 years: Mobile advertising revenue growth rate of $ 27 billion in 2017 Will increase by 27% with revenue over Rs. With the increase in digital marketing share - the report estimates that the share will reach $ 185.4 billion. 2017
Digital marketing is the main development from social media, nowadays people spend their time on social media and is a plus point for marketing, Facebook has more than 82 million monthly active users and in India it is expected that the nation Facebook will have the world's largest population by 2017.
2.2. Major factors affecting the Digital Marketing
a) India's literacy rate is 74.04%. Kerala is the most literate state in India with 93.91% literacy. Six Indian states account for about 70% of all illiterates in India: Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, Andhra Pradesh and West Bengal. Thus increasing literacy is positively affecting digital marketing development in India.
b) Expensive Technology: Mobile and Internet rates are very competitive and now it is also within the reach of a common man.
c) Cost of advertisement: The cost of advertisement is very less. One can have their own website. 5000 in India. Google can promote its product with Google AdSense in just 1000 rupees a month.
D) Limited range of technology: Youth in India are very friendly towards technology, but still large population is not so friendly with electronic devices.
) Non-availability of basic facilities in India: Internet connectivity is still not available in Indian rural areas.
F) Confidence in Traditional Business Practices: The small businessman is running his business in a small area and concentrating heavily only on that area, then he prefers traditional methods of promotion as he finds that it is around Is more visible to the people of.
G) Lack of online business experience: Lack of awareness about digital marketing is also a major limitation in the development of digital market.
The growing digital market in India day by day makes it clear that digitization is happening at a high speed. The e-commerce website today is providing all goods and services through an online portal. Increasing number of ecommerce websites.
The WARC survey shows that 35% of advertisers in India will increase their mobile advertising spend by 50% or more by 2020.
According to a GroupM report, consumer product manufacturers will continue to be the most prominent sector in terms of advertising spend, with 28% of total spend. Many advertisers will increase their advertising spend to reduce their input costs, which is helped by the buffer provided by lower commodity prices, reducing their input costs.
Thus, all reports and surveys conducted worldwide suggest that digital marketing will grow more in the coming years. The youth of India are very technology friendly. By 2017, mobile devices are expected to reach around 3 billion units worldwide. So as more people use smartphones, tablets and other mobile devices, the potential of the mobile market continues to grow.

As we all are experiencing a revolutionary change in India towards digitalisation. Consumers are searching and searching more on the internet to find the best deals to sellers across India. Digital marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing and social media marketing, social media optimization, e-mail direct marketing, performance Advertising, e-books, optical discs and games are becoming more and more common in our advance technology. Today we are all connected through WhatsApp and Facebook and the increasing use of social media is creating new opportunities for digital marketers to attract customers to digital platforms. Digital marketing is cost effective and makes a great commercial impact on the business.

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