Page 1 of 4
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 01 Issue 11
December 2015
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 548
Digital Marketing: Unique way of Business
Naib Singh
Assistant Professor, Deptt. of Commerce, Rajiv Gandhi Govt. College, Saha-
(Haryana)
Abstract
Digital marketing is attaining the progress
day by day. Digital marketing is expected to
attain the market size of Rs. 3575 crore in
2015. Indian customers have spent Rs.
25200 crore on internets for marketing in
2013. This business includes the electronic
media of various types like internet based
media such as web sites, social networking,
web based apps used in mobile phones
online and offline, sms , radio, television,
cinema and electronic mail etc. It is
expected by the IBEF that in 2017, Indian
advertising industrial sector will attain the
value of Rs. 63000 crore in both print and
TV media. This industry has created
employment opportunities for Digital
Marketing Manager, Search Manager,
Analytics Manager, E-Commerce Manager,
Social Media Manager and Web developer.
This approach has brought a total different
revolution to the marketing which is based
on the new vibrant and advanced concept.
Key Words: India Brand Equity
Foundation (IBEF), Digital India,
Electronic Media.
Introduction
Marketing is essential for the business.
Every product needs marketing. Without
effective marketing no product can attain the
success in the market. Marketing has been a
challenging job for the business firms. This
concept starts before the production of any
products and ends after the customer
satisfaction. In the modern competitive
world companies have to create value for the
customers.
Digital marketing has attained the
significant growth over the years. Computer
generated data are called digital. Thus
marketing the products and services through
computer assisted techniques is called
digital marketing. In this marketing internet
is the prime medium. Other medium of
digital marketing can be television, radio
and telephones. Digital marketing is the
performing the various functions of the
marketing through digital or electronic
media. Electronic media has many types like
internet based media such as web sites,
social networking, web based apps used in
mobile phones online and offline, sms ,
radio, television, cinema and electronic mail
etc. In the modern era most marketing
information are exchanged through digital or
electronic media. Digital marketing is also
called on-line marketing.
Objective of the Study
Present study is focusing on the new wave
of marketing. The study emphasizes the
digitalization of marketing. Modern
marketing has emerged in the unique way by
adopting the digital style. This study
presents the view of digital marketing in the
modern world of marketing management.
Methodology
Page 2 of 4
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 01 Issue 11
December 2015
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 549
This paper has been divided in to three main
parts. Beginning part of the study includes
introduction of the concept and objectives.
Body text includes the overview of digital
marketing in the context of modern business
environment. Ending part of the paper
presents results and discussion after the
analysis. Secondary data have been collected
for drawing the conclusion.
Digital Marketing in the Modern Era
In the modern business environment, digital
marketing has great scope. Government of
India is supporting the advertising and
marketing industrial sector by various
measures Reserve Bank of India has a
unique plan for developing the digital
business by various policies like proposed
licenses for new banks and better market
sentiments etc. On-Line advertising plays
important role in the digital marketing.
According to the India Brand Equity
Foundation (IBEF), the online advertising
market in India will attain a sound growth in
coming years. Digital marketing is expected
to attain the market size of Rs. 3575 crore in
2015. Indian customers have spent Rs.
25200 crore on internet for marketing in
2013. It is expected by the IBEF that in
2017, Indian advertising industrial sector
will attain the value of Rs. 63000 crore in
both print and TV media.
Ministry of Communications and
Information Technology, Government of
India has recently launched the “Digital
India” programme for promoting the digital
opportunities. This programme will create
various opportunities for the digital
marketing sector.
Digital marketing business is creating a lot
of employment opportunities. People in this
field having the experience of two to five
years can obtain the salary package of Rs. 5
lakh to 10 lakh. This business requires
special skills like mobile marketing,
analytics, content marketing, e-mail
marketing and client marketing etc. This
industry is creating the demand for digital
marketing professional day by day. Main
positions in the digital marketing business
require the Digital Marketing Manager,
Search Manager, Analytics Manager, E- Commerce Manager, Social Media Manager
and Web developer.
Strategies for the Business
Digital marketing is based on World Wide
Web. In this type of marketing we can order
for the product even to the foreign firm.
Consumers cannot see the product physical
on net. Thus the role of credibility of the
consumers is urgent in this business.
Organization should maintain its credibility
while marketing its products through digital
way. Following types of strategy will help
the firms to maintain the customer
credibility while digital marketing.
1. Fact Based Information: Sales
organization should furnish all the
factual information regarding
product specifications, price, terms
of guarantee and warrantee, after
sales services, home delivery, terms
of payments like cash on delivery
and whole payment or installment
basis payment etc. while marketing
the products.
2. Delivery of Product as per
Information: The products to be
delivered to the prospective should
meet the informations which have
been supplied to the customers.
Delivery of wrong product which is
not as per the specification can ruin
the goodwill of the firm.
Page 3 of 4
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 01 Issue 11
December 2015
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 550
3. Delivery of the product on Time: The
sold product should be delivered on
time. Before ascertaining the time
and date of delivery, the firm should
carefully and thoroughly analyse the
various factors affecting the time of
the delivery. Distance between the
firm and the home of the buyer
should be properly measured for
calculating the right date and time of
delivery of the product.
4. Replacement of Wrong Product:
Sometimes a wrong is delivered to
the customers due to various
unavoidable reasons. I this situation
the firm should immediately replace
the wrong product with the required
product. After delivering the product
the firm should confirm the delivery
of right product within reasonable
time.
5. After Sale Services: After sale
service has the great importance in
the marketing. The firm should make
proper arrangements for providing
the after sale services at the easy to
access place and on reasonable cost.
Results and Discussion
Digital marketing is the new approach to the
marketing. The main benefit of this business
is the access of marketing facilities even in
the bed room of the customer. This
marketing system has made the business
very easy. The customer can compare the
products of various manufacturers without
wasting the time by going in the store of
every company. He can make the order by
using simply his mobile phone even at
Fact Based Information
Delivery of Product as per
Information
Delivery of the product on Time
Replacement of Wrong Product
After Sale Services
