Content area
Digital Marketing in India is now gradually enhancing as the Internet users are increasing. Both the Manufacturers and Consumers are now dependent on Digital Marketing. The Advantage of Digital Marketing is enormous. Customers are often researching online and then buying in stores and also brousing in stores. Higher degree of Customization is possible in Digital Marketing. To run a business successfully, we don't need to gather clients, we also need to remain in constant touch with them, By means of company's own websites, and customers can be engaged and encouraged constantly. Customers can review products/services efficiently at any instant. Happy customers leave comment and few unhappy ones leave feedback for improvement of products and services. This help to collect feedback of customers and further improvement of products/services. This gives brand image development. The Digital age now allowed the businesses with convenient alternatives, such as SMSs, e-mails, Social Media updates and personalized messages on mobile apps.
ABSTRACT
Digital Marketing in India is now gradually enhancing as the Internet users are increasing. Both the Manufacturers and Consumers are now dependent on Digital Marketing. The Advantage of Digital Marketing is enormous. Customers are often researching online and then buying in stores and also brousing in stores. Higher degree of Customization is possible in Digital Marketing. To run a business successfully, we don't need to gather clients, we also need to remain in constant touch with them, By means of company's own websites, and customers can be engaged and encouraged constantly. Customers can review products/services efficiently at any instant. Happy customers leave comment and few unhappy ones leave feedback for improvement of products and services. This help to collect feedback of customers and further improvement of products/services. This gives brand image development. The Digital age now allowed the businesses with convenient alternatives, such as SMSs, e-mails, Social Media updates and personalized messages on mobile apps.
Keywords: Apps, Social Media, Digital, Customers, Businesses, Websites.
INTRODUCTION
Digital Marketing is the marketing of products or services using digital technologies mainly on the internet including mobile smart phones, display advertising and any other digital medium. Digital marketing is the promotion of products or brands via one or more forms of electronic media and differs from traditional marketing is that it involves the use of channels and methods that enable on organization to analyze marketing campaigns. Digital marketing is broad term for all our online marketing efforts. Business leverage digital channels such as google search, social media, e-mail and organization's own website to connect with their prospective customers. Marketing is the process for connecting with our audience in the right place and at the right time. Today, it means that we need to meet them where they are already spending time : on the internet. In short it means any form of marketing that exists online. Digital marketing can work for any business in any industry. Regardless of what our company sells, digital marketing involves building out buyer person as to identify our audience's needs and creating valuable online content.
World is rapidly shifting from analogue to digital. People are consuming more and more digital content day-to-day on smart phones, laptops, desktop computers at work and more. So, this process is rapidly growing force in the current marketing playing field, it is the future of marketing and it seems digital media will soon replace more traditional forms altogether.
Different forms of Digital Marketing Process:
* Websites and SEO content
* Blogs
* Internet Banner advertisement
* Online video content
* Pay-per-Click (PPC) advertising
* E-mail Marketing
* Social marketing (Facebook, Twitter, LinkedIn)
* Mobile marketing (SMS, MMS etc.)
OBJECTIVES
In this research paper, we focus on the digital marketing details in india and beheviour of customers to become digital India partner. The major objectives of such study are -
* To review the present status of digital marketing conditions in india.
* To identify the prospects and threats of digital marketing process as experienced by prospective customers.
RESEARCH METHODOLOGY
Observation of different research papers, those were published on digital marketing areas, the prospects, scope, threats, challenges and limitations of digital marketing process in Indian industries and behavior of customers to became digital India partner. Different web sites, online publication of manuscripts on digital marketing process and application of it into Indian jute industries are observed and analyzed. Different government initiatives relating to jute products exports by digital marketing are studied and based on these initiatives, necessary suggestions are given for application of digital marketing process in Indian jute industries.
Prospects and Challenges of Digital Marketing
Niharika et. al. (November 2015) disclosed in her research studies that internet and ecommerce business activities have become one of the fastest growing technologies that playing a significant role in the daily life of human being. Today E-marketing is one of the most emerging technologies in IT and E-Commerce sector. E-marketing is also referred to as internet marketing (IM); online marketing or web-marketing means using the internet to market and sell goods and services. Researchers concluded that E-marketing helps to find out the right audience to whom goods and services are to be provided by the business organizations. It consists of all process and activities with the purpose of attracting, finding winning and retaining customers. The researchers added that the scope of E-marketing is deemed to be broad in scope it does not only to promote marketing over the internet but also helps in marketing as well through e-mail and wireless media.
Pawar A. V. (November 2014) Researchers concluded that consumers rely upon more than one medium in order to enhance their brand related knowledge. It means that they use the combination of various sources for making final purchases decision. Along with the traditional sources, they heavily rely on modern marketing tool i.e. online advertising. Consumers do require details information about the brand so as to evaluate its strength and weakness, this ample amount of information then serves their time by allowing them to make the purchase decision quickly.
The study also rebels that main reason for growing importance of online marketing is the increasing literacy about internet among people. They have identified that internet is truly advantageous through which they can serve their various purposes mainly social networking, online shopping and media sharing with the advent of internet technology, consumer's preference towards traditional marketing tools has decreased. Most popular traditional marketing tools are television and print media. The major benefits of online marketing are its capability of interaction between consumers and advertisers followed by availability of wide range of information and ease of shopping. These benefits make online marketing superior then traditional marketing.
Pharmaceutical companies operate in a regulated environment which poses constraints in the nature of promotional and marketing activities they can pursue. Thus, most pharmaceutical promotional initiatives consist of below the line (BTL) activities with an objective to engage their customer segment - the health care professionals with a positive brand experiences as suggested by Ranganathan S. S. et. al. (2016). Pharmaceutical companies are experimenting with the digital medium to capture the attention, create unique brand engagements and clock brand equity with health care professionals. A significant number of publications have document and established the increased interest and usefulness of digital marketing in pharmaceutical promotion globally. However, date with regard to the readiness and attitudes of pharmaceutical marketing professionals in India to embrace digital marketing tools is rather scarce.
The consumers today are exposed to various faster digital communication channels, wider networks and new devices and their connectivity with marketers is increasing every day and everywhere in the world.
Cheran Amita (May 2015) explains in her research studies that the new world of digital communication is fabricated in such a way that marketers are not given space to the consumers for thinking beyond a periphery. Various digital media communication channels are also used for involving consumers in various marketing activities including analysis, planning, implementation and control. A customer is connected with the marketers even after buying a product and he can suggest modifications for the future during reviews, comments, feedback and experience shared with others. The researcher considered as more effective when compared to traditional media channels in urban settings. Many faster modes of communication and media channels are providing inputs to the people for updating their knowledge and information. Electronic broadcasting and print media altogether are expanding their wings to touch new heights with the advancements in photography techniques, audio-visual technology, printing, graphics and animation.
Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products on services into the market.
Yasmin Afrine, et. al (April 2015) concluded in their research studies that the main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. The researchers explained the differences between Traditional Marketing and Digital Marketing in their research papers. The differences are -
* Traditional marketing includes print broadcast, direct mail and telephone, whereas Digital marketing includes online advertising, e-mail marketing, social media, text messaging, afflict marketing, search engine optimization etc.
* In case of traditional marketing, no interactive with the audience whereas in case of digital marketing interaction with the audiences are taken place.
* Advertising campaign are planned over a long period of time in case of traditional marketing whereas advertising campaign are planned over short period of time.
* Traditional marketing are expensive and time consuming process whereas traditional marketing are cheap and rapid way to promote the products and services.
* Traditional marketing is one way conversational whereas digital marketing is two way conversational.
Yasmin A. et. al further stated lot of advantages in their research paper
* Consumers can access internet any place any time and companies are continuously updating information relating to their products and services.
* Now consumers are able to visit company's website, can read information about the products and services, make purchase online. Customers are ready to give feedback by online mode.
* Internet provides comprehensive product information which customers can rely on make purchase decision. So, digital marketing give consumers clear information about products and services.
* Customers are able to compare products and services of various suppliers. Visit to a number of different retail outlets to gain knowledge are not required now.
* 24 x 7 hours are open for shopping.
* Customers are now able to share the information of products and services to others with the help of digital media.
In the past years, the internet and its e-business related activities have become one of the fastest growing areas in the world. Electronic marketing is a way to commercialize the commodities to consumers through e-mail.
Devgun Rietal (May 2014) stated in their research findings that
* There is no significant difference between internet surfing and gender of the respondents. While age group of 18 - 30 years surf internet most. Main reason behind this, younger people are more technology oriented and also they may be working in organizations where they need to work upon computer and internet.
* Strong relation exists between monthly income, occupation and purchase decision of the respondents. People with higher income group usually have little time to go and purchase products / services from trading shops because of their busy schedule. In order to sake time they go online trading.
* Irrespective of gender most of the respondents are hesitant to trade online because of security reasons. Personal identification, password required and consumers are afraid about personal information theft incidents. Apart from that people are confused about time required to deliver products and authenticity of the product merchandised. As a result, consumers prefer traditional shopping as compared to online trading.
India is among the top three fastest growing internet markets in the world after China and the United States. E-marketing in India has seen unprecedented growth in recent years as an efficient distribution channel reach out to the consumers.
Singh V. et. al (2013) stated in their research paper that the internet has become a key platform for communication, information and entertainment in Indian peoples of all ages, incomes, education levels and occupations such that it represents an ordinary, typical tool of everyday life. Researchers expressed the new trend for online marketers as
* Module friendly web design
* Easy navigation and slides shows
* Rotating testimonials, forums and blogs
* Pay per click advertising
* Search engine optimization
* Google maps / places
* Social media marketing
* Video production
* E-mail marketing
Singh V, et. al (2013) also represented the challenges of internet marketing in India. They suggested that
* Television, hoarding and cinema also are still way ahead of the internet when it comes to preferred marketing channels. There are a lot of inconsistencies and dishonesty prevailing with the networks as well.
* Lack of technical infrastructure is still now exist in online service or sales.
* A lot of computer literate people are still hesitant to consume online shopping facilities due to fear factor and unreliable delivery mechanism.
* Government laws and regulations are important in digital marketing. There are stricter money transaction rules. Law enforcement and protection against cyber crime requires to review. Widespread corruption is big issue.
Gangeshwar DK. (2013) explained in his research paper that internet can provide timely information to customers because of its ability for instant communication and its availability 24 hours a day. Online marketing offers more choices and flexibility and at the same time eliminate huge inventories, storage cost, utilities, space, and rental. More marketers are now following the advantages of digital marketing. The following are the reason behind.
* Attractive to a significant segment of the demographics for most customer profits. It can effectively reach the target customer.
* Faster and less expensive to conduct direct marketing campaign.
* Measurable, which means that successes are identified and repeatable.
* Open 24 hours a day
* Cost-effective in the long run
The researcher also mentioned that, there is no actual face-to-face contact involved in the internet communication. For the types of products that rely heavily on building personal relationship between buyers and sellers. Such as selling of life insurances, and the type of products that requires physical examination. Internet marketing may be less appropriate, while internet marketing cannot allow prospective buyers to touch or smell or taste or c try on' the products. Disadvantages of e-marketing are dependability on technology, security, privacy issues, maintenance costs due to a constantly evolving environment.
Kala S (May 2015) explained in her research study that establishing a business is never easy. It always requires hard work, adequate funds and proper resources. But this is not all. There are much made to do. Important area is to develop a customer base and engage our respective clients. One of the easiest way to do so is by developing a digital marketing strategy with the availability of cheaper mobile handsets inexpensive data connection, the world has now become digital. The researcher added that for a small business owner, it is very important to utilize the allocated funds carefully. Digital marketing is certainly more economical than traditional marketing. Advertising in newspapers or in TV is a costly affair. The same advertisement can be done in a cost effective way via a social media campaign or by dropping an e-mail. Social media campaigns are a great way to reach to a large audience. CONCLUSION
From the above discussions it is cleared that digital marketing is very important aspect in the overall communication between consumers and the organization. This is due to digital marketing being able to reach a large member of customers at one time. This is fact that consumers are exposed to the selected brand and the product that are advised directly. Advertisement of any particular brand are now easy to access as well as it can be accessed any time at any place. One major drawback of digital marketing is that, it is highly dependent on internet. It is know that internet are not accessible in certain areas or consumers due to poor internet connections. It is important for marketers to be remembered both advantages and disadvantages of digital marketing during fixing up of their marketing strategy and business goals. It is found that reach of digital marketing are so large, there are no limitations on the geographical reach it can have. This helps organization to become international and expand their customer reach to foreign countries.
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