Digital Marketing
A PROJECT REPORT SUBMITTED BY ASHA KAKOTI AND PARUL NIGAM
PGDM(G)
2010-2012
DIGITAL MARKETING:
ORGANIZATIONAL AND MANAGEMENT CHALLENGES IN INDIA
CONTENTS
ABSTRACT 3
INTRODUCTION 3
WHAT IS DIGITAL MARKETING 4
DIGITAL MARKETING IN INDIA 6
CHALLENGES IN INDIA 8
POSSIBLE SOLUTIONS 12
CONCLUSION 14
BIBLIOGRAPHY 14
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
PGDM(G)
2010-2012
DIGITAL MARKETING:
ORGANIZATIONAL AND MANAGEMENT CHALLENGES IN INDIA
CONTENTS
ABSTRACT 3
INTRODUCTION 3
WHAT IS DIGITAL MARKETING 4
DIGITAL MARKETING IN INDIA 6
CHALLENGES IN INDIA 8
POSSIBLE SOLUTIONS 12
CONCLUSION 14
BIBLIOGRAPHY 14
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