STATUS OF DIGITAL MAKETING IN DELHI AND NCR POWERGRID CORPORATION LIMITED
By RAJAT NANDANWAR III Semester MBA
Reg.No-14MB5748 Guide MRS. SAYANTI BANERJEE
Project Report submitted to the University of Mysore in partial fulfilment of the Requirements of III Semester MBA degree examinations – 2014-2016
New Delhi Institution of Management University of Mysore, New Delhi-110019
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ACKNOWLEDGEMENT
Thank You Almighty God! For giving me a good health, strength, knowledge, understanding and patient in order to complete my report.
I would like to express profound gratitude to my industry mentor K.N.PANDEY, college mentor MRS. SAYANTI for guiding and helping me without whose support and encouragement I would have not been able to complete this reports.
They were and are always there to listen and to give advice.
I deeply acknowledge the support and inspiration given by a family, cousin, friends, and all well-wishers without which this report would not have been possible.
Last but not the least; I acknowledge the ‘POWERGRID CORPORATION LIMITED’ for giving me this great opportunity to take my internship from there company and enabling me to enhance my knowledge. Without this I would not be able to complete this report Thank You.
RAJAT NANDANWAR
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PREFACE It gives me great pleasure in presenting the project on,
“STATUS OF DIGITAL MARKETING IN DELHI AND NCR”.
This project is basically based on.
My objectives are to understand the role of digital marketing in Delhi and NCR. I need to take out the list of digital marketing companies located in Delhi and NCR, and need to confine any two companies to understand their strategies to attract their customer by compelling them, how digital marketing can enhance the brand name of their company in world wide.
Not only I hope but believe that it would provide great help to the organization. Finally all research is cumulative. I have (as a trainee), tried to call out priorities interpret and finally put down my analysis.
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CERTIFICATE This is certify that MR. RAJAT NANDANWAR a student of MBA (FINANCE) from NEW DELHI INSTITUTION OF MANAGEMENT ,OKHLA PHASE 1 NEW DELHI has undergone project work on at “POWERGRID CORPORATE LIMITED” under the supervision and guidance of MR. K.N. PANDEY
The details of training are as follows. The period of training: No of days present: Conduct: Certificate issued on:
MR. K.N. PANDEY
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DECLARATION
I hereby declare that this Project report entitled “STATUS OF DIGITAL MARKETING IN DELHI AND NCR” is based on my own study and it has not been submitted earlier for award of any degree or diploma in any other institution or university.
The work of other authors, wherever used, has not been acknowledged at appropriate place(s).
Place: New Delhi
Candidate Signature:
Date:
Name- RAJAT NANDANWAR Enrolment No. - 14MB5748
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Table of Content 1. Overview of the Company……………………………………………………...7 1.1. Business……………………………………………………........................8 1.2. Major Events……………………………………………………………….8 1.3. Awards……………………………………………………………………11 1.4. Vision And Mission………………………………………………………13 1.5. Objectives…………………………………………………………….......14 1.6. Business Overview ………………………………………………………16 1.7. Profit Summary…………………………………………………………..17 1.8. Mergers and Acquisitions………………………………………………..20 1.9. Digital marketing in Powergrid 2. Literature Review……………………………………………………………..23 2.1. Tools and techniques……………………………………………………..23 2.2. Latest development……………………………………………………….26 2.3. Principles of digital marketing…………………………………………....27 2.4. Concept of digital marketing ……………………………………………..28 2.5. Models of digital marketing………………………………………………29 2.6. Pros of digital marketing………………………………………………….31 2.7. Cons of digital marketing ………………………………………………...32 2.8. Digital marketing vs. traditional marketing………………………………33 3. Objective of project …………………………………………………………..35 4. Findings……………………………………………………………………….37 5. Questionnaire …………………………………………………………………56 6. Conclusion…………………………………………………………………….57 7. Bibliography…………………………………………………………………..62
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Chapter-1: OVERVIEW OF COMPANY
Power Grid Corporation Limited Power Grid is an Indian state-owned electric utilities company headquartered in Gurgaon, India. Power Grid transmits about 50% of the total power generated in India on its transmission network. Its subsidiary company- Power System Operation Corporation Limited handles power management for Power Grid. Power Grid also operates a telecom business under the name POWERTEL.
It was incorporated on October23, 1989 under the companies Act, 1956 with an authorized share capital of Rs. 5000 crore as public limited company, wholly owned by the Government of India.
Its original name was the ‘National Power Transmission Corporation Limited’, and it was charged with planning, executing, owning, operating and maintaining high voltage transmission system in the country. On 8 th November 1990, the National Power Transmission Corporation received its Certificate for commencement of Business. Their name was subsequently changed to Power Grid Corporation of India Limited, which took effect on October 23, 1992.
POWERGRID started functioning on management basis with effect from August, 1992 and subsequently it took over transmission assets from NTPC, NHPC, NEEPCO, NLC, NPC, THDC, SJVNL etc. in a phased manner and it commenced commercial operation in 1992-93. In addition to this, it also took over the operation of existing Regional Load Despatch centres from Central Electricity authority in a phased manner from 1994 to Digital Marketing
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1996, which have been upgraded and modernized with State of the art Unified Load Despatch and communicated schemes. Consequently, National Load Despatch Centre was established in 2009 for overall coordination at National Level.
According to its mandate, the Corporation, apart from providing transmission system for evacuation of central sector power, is also responsible for Establishment and Operation of Regional and National Power Grids to facilitate transfer of power within and across the Regions with Reliability, Security and Economy on sound commercial principles. Based on its performance POWERGRID was recognized as a Mini-ratna category-I Public Sector Undertaking in October 1998 and conferred the status of "Navratna" by the Government of India in May 2008. POWERGRID, as the Central Transmission Utility of the country, is playing a major role in Indian Power Sector and is also providing Open Access on its inter-State transmission system.
Business POWWRGRID operates throughout India. Its transmission network consists of roughly 101,886 circuit kilometres and 197 EHVAC and HVDC substations, which provide total transformation capacity of 168,063 MVA. POWERGRID’s interregional capacity is 47,450 MW. Example of POWERGRID owned stations include the Vizag back to back HVDC converter station, the Chandrepur back to back HDVC converter station, the India Sri Lanka HVDC Interconnection and the Talcher Kolar HVDC system.
POWERGRID is listed on both the BSE and NSE. As of 30 September 2010, there were 792,096 equity shareholders holders in POWERGRID. Initially, POWERGRID managed transmission assets owned by NTPC, NHPC Limited and North Eastern Electric Power Corporation Limited. In January 1993, the Power Transmission Systems Act transferred ownership of three power companies to POWERGRID. All employees of the three companies subsequently became POWERGRID employees.
MAJOR EVENT’s OF POWERGRID 1989 - The Company was incorporated as ‘National Power Transmission Corporation Limited’. 1991 - Transmission assets from Nuclear Power Corporation Limited were transferred to the Company. 1992- Transmission assets from NTPC, NHPC and North-Eastern Electric Power Corporation Limited were transferred to the Company, with effect from April 1, 1992, pursuant to legislation promulgated by the Parliament. The name of the Company was Digital Marketing
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changed from ‘National Power Transmission Corporation Limited’ to ‘Power Grid Corporation of India Limited’. 1993 - Transmission assets of Tehri Hydro Development Corporation Limited were transferred to the Company pursuant to a memorandum of understanding executed between the parties. 1994- The Company entered into a memorandum of understanding with the MoP, which is revised annually. We achieved the highest rating of ‘Excellent’ under the memorandum of understanding. Transmission assets from Neyveli Lignite Corporation Limited were transferred to the Company, with effect from April 1, 1992, pursuant to legislation promulgated by the Parliament. 1996 - Five Regional Load Despatch & Communication Centres were in the management of the Company
1998 - The Company formulated an Environment and Social Policy and Procedures Code to deal with environmental and social issues relating to its transmission projects. The Company was formally notified as a CTU by the GoI. The Company was declared as a Mini Ratna Category I public sector undertaking by the GoI.
2002- The unified load despatch and communications schemes for the northern and southern regions were commissioned. Part of the Sasaram HVDC back to back transmission system developed by The Company was commissioned contributing towards the development of the first phase of the construction of the National Grid. The Company was issued a registration for Infrastructure Provider Category- I (IP-I) from Director (BSIII), Ministry of Communications and Information Technology.
2003 - The Company entered into a joint venture arrangement with The Tata Power Company Limited implementing a part of the entire transmission system associated with Tala Hydro-Electric Project. The 400 kV Raipur-Rourkela transmission line developed by The Company was commissioned and the Western region, Eastern Region and NorthEastern Region began operating in a synchronized manner with a cumulative capacity of 50,000 MW.
- The Company secured its first international consultancy contract from Bhutan Telecommunications.
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- The Company was granted the License for maintaining and operating Internet Service on a non-exclusive basis in India pursuant to the License Agreement dated May 29, 2003 entered into with the Assistant Director General (LR V), DoT.
2004 - The Company entered into an MoU with REC for undertaking rural electrification works under the Rajiv Gandhi Grameen Vidyutikaran Yojana.
2005 - The unified load despatch and communications scheme for the eastern region was commissioned.
2006- The unified load despatch and communications scheme for the western region was commissioned.
- The Company was granted the license for installing, operating and maintaining the national long distance service network and providing national long distance service on a non-exclusive basis within the territorial boundaries of India pursuant to the License Agreement dated July 5, 2006 entered into with the Director (BSIII), DoT.
2007- Dedication of transmission system associated with Tala Hydro-Electric Project by the Prime Minister Dr. Manmohan Singh. Listing of our Equity Shares on the Stock Exchanges through an initial public offer.
2008 - The Company was declared as a Navratna public sector undertaking by the GoI.
2009 - The National Load Despatch Centre was established. - The Subsidiary, Power System Operation Corporation Limited, was incorporated - The 220 kV Double Circuit Transmission line from Pul-e-Khumri to Kabul Transmission System (230 kms) in Afghanistan was completed. - Commissioning of the 220/110/20 kV Chimtala sub-station at Kabul, Afghanistan. - Commissioning of the commercial operations of the National Load Despatch Centre.
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2010- The Company was selected as a consortium member to implement the National Knowledge Network Project, a telecommunication infrastructure project. The Company entered into an MoU with Jamia Millia Islamia University for among other things, providing expert opinion and knowledge support in areas for deployment of new technology such as sub stations automation, System Operator in Supervisory Control And Data Acquisition technology/ EMS, etc.
2011 - The Company participated in the TBCB for the first time.
2012 - The Company test charged 1,200 kV UHVAC line (the highest voltage in the world) and established its first 1,200 kV test centre. The Company adopted vision statement world class, integrated, global transmission company with dominant leadership in emerging power markets ensuring reliability, safety and economy and based on this vision statement also restated the mission statement. The Company established India’s first Smart Grid Control Centre at Puducherry, under pilot project.
2013- The Company received its international rating from S&P and Fitch rating, for the first time. - The Company became a part of the NOFN project. - The Company signed an agreement with six north eastern region states (Assam, Meghalaya, Mizoram, Manipur, Nagaland and Tripura) to provide consultancy services as project design cum implementation supervision consultant for implementation of the North Eastern Region Power System Improvement Project.
Certifications, Awards and Recognitions
The Company has received the ‘Excellent’ rating under the memorandum of understanding with the MoP from 1993-1994 to 2011-2012.
2007 - The Company was certified for PAS 99:2006, which integrates the requirement of ISO 9001:2008, ISO 14001:2004 and OHSAS 18001:2007 for standards in relation to quality, environment and occupational health and safety standards respectively with respect to design, engineering, procurement, construction of transmission systems up to 1200kV AC, +/-800 kV, HVDC, and operation, maintenance activities for transmission Digital Marketing
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system up to 800kV AC & HDVC, Supervisory Control and Data Acquisition (SCADA), Energy Management Systems and Communication Projects.
2009 - The Company was awarded First Prize at IEEMA Power Awards 2009 - Ceremony for ‘Excellence in Power Transmission’ by NDTV Profit. - The Company was recognised for its meritorious performance by the MoP for the year 2007-08 and won a Gold Shield for the transmission system at North Eastern region, a Silver Shield for the transmission system at the Western region and a Silver Shield for the early completion of the 400 kV Gooty - Raichur D/C (Quad) transmission project. The Company was featured in the list of top 250 global energy companies compiled by Platts, a leading provider of energy and commodities information. The Company was also named amongst the fastest growing global energy companies ranking for 2009 issued by Platts.
2010 - The Company was recognised for its meritorious performance by the MoP for the year 2009-10 and won a Gold Shield for the transmission system at Western region, a Silver Shield for the transmission system at the Eastern region and a Silver Shield for the LILO of one ckt. Of 400 kV Maithon-Jamshedpur D/C at Mejia B. - The Company is certified with SA 8000:2008 for its Social Accountability System. - The Company was mentioned as being number 18 on the list of fastest growing Asian energy companies, according to the Platts Top 250 Energy Company Rankings for 2010. - The Company was also featured in the Forbes Global 2000 list. - The Company was awarded the ‘Scope Award for Excellence and Outstanding Contribution to the Public Sector Management (2008-09) in the Large Scale PSE Category’ by Standing Conference of Public Enterprises and DPE.
2011 - The Company was awarded the ‘Environmental Excellence & Sustainable Development award- 2011’ by the Indian Chamber of Commerce. - The Company was recognised for its meritorious performance by the MoP for the year 2010-11 and won a Gold Shield for the transmission system at Eastern region, a Gold Shield for the transmission system at the North Eastern region and a Silver Shield for the transmission system at the Southern region.
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2012 - The Company was awarded the ‘Excellence in Innovation in Tower Management’ award at the INFOCOM CMAI National Telecom Awards 2011. - The Company was conferred with ‘Power Line Awards 2012’ in the ‘Best Performing Transmission Company’ by Power Line magazine
- The Company was awarded the ‘India Power Awards 2012’ under the ‘Largest Grid Operating PSU category by Council of Power Utilities.
2013 - The Company was awarded the 4th DSIJ PSU Award 2012 for ‘Fastest Growing Navratna in Non-Manufacturing Category’ by Dalal Street Investment Journal. - The Company also won the ‘Jury Award’ in Governance Now PSU Awards, 2013 by Governance Now, Institute for Competitiveness and Hammurabi and Solomon. - The Company was ranked as the ‘Best Company by country’ of All -Asia in Power Sector Category by Institutional Investors LLC.
-POWERGRID signs MoU with Ministry of Power, Govt. of India -POWERGRID signs Agreements with six NER States for improvement of Intra- State Transmission and Distribution Systems -POWERGRID bestowed with "Top Infrastructure Company Award" by Dun & Bradstreet 2014 -MOU signed between POWERGRID and Ministry of Power for FY 2014-15 -POWERGRID signs CSR MoA with AIIMS -POWERGRID signs MoUs for supporting "Swachh Vidyalaya Abhiyan" of Govt. of India -POWERGRID conferred with "Public Service Excellence Award 2014" by Delhi Institute of Management -POWERGRID CMD conferred with "Eminent Electrical Engineer Award" -POWERGRID conferred DSIJ PSU Award 2013 for being the "Fastest Growing Navratna PSU"
VISION OF POWERGRID Digital Marketing
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World Class, Integrated, Global Transmission Company With Dominant Leadership in Emerging Power Markets Ensuring Reliability, Safety and Economy.
MISSION OF POWERGRID We will become a Global Transmission Company with Dominant Leadership in Emerging Power Markets with World Class Capabilities by:
World Class: Setting superior standards in capital project management and operations for the industry and ourselves
Global: Leveraging capabilities to consistently generate maximum value for all stakeholders in India and in emerging and growing economies.
Inspiring, nurturing and empowering the next generation of professionals. Achieving continuous improvements through innovation and state of the art technology.
Committing to highest standards in health, safety, security and environment
OBJECTIVE OF POWERGRID
The Corporation has set following objectives in line with its mission and its status as Central Transmission Utility to:
Undertake transmission of electric power through Inter-State Transmission System. Discharge all functions of planning and coordination relating to Inter-State Transmission System withState Transmission Utilities Central Government State Government Generating Companies Regional Power Committees Authority Licensees
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Any other person notified by the Central Government in this behalf.
To ensure development of an efficient, coordinated and economical system of inter-state transmission lines for smooth flow of electricity from generating stations to the load centres.
Efficient Operation and Maintenance of Transmission Systems.
Restoring power in quickest possible time in the event of any natural disasters like super-cyclone, flood etc. through deployment of Emergency Restoration Systems. Provide consultancy services at national and international levels in transmission sector based on the in-house expertise developed by the organization.
Participate in long distance Trunk Telecommunication business ventures.
Ensure principles of Reliability, Security and Economy matched with the rising / desirable expectation of a cleaner, safer, healthier Environment of people, both affected and benefited by its activities
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BUSINESS OVERVIEW
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FIVE YEAR’S PROFIT SUMMARY
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FIVE YEAR'S SUMMARYYEARS 2009-10
NET PROFIT 2205.91
2010-11
3140.12
2010-11
3140.12
2011-12
3709.09
2011-12
3709.09
2012-13
4592.78
2012-13
4592.78
2013-14
4989.62
2013-14
4989.62
12
10
8 FIVE YEAR'S SUMMARYYEARS
6
NET PROFIT 4
2
0 0
2
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6
8
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10
12
PROFIT AFTER DEFERRED TAX AND TURNOVER
The company’s financial performance during FY 2012-13 has been spectacular, achieving a turnover of Rs. 13,328 Crore and a Net Profit of Rs. 4,235 Crore as compared to Rs. 10,785 Crore and Rs. 3,255 Crore respectively during FY 201112. With the addition of huge transmission network, the gross asset base of the Company has been enhanced to more than Rs. 80,600 Crore in FY 2012-13 from Rs. 63,387 Crore in FY 2011-12. At the end of FY 2012-13, the company has a Net worth of Rs 26,213 Crore.
The company could excel in its financial performance due to prudent financial management, with key indicators registering impressive growth at the end of FY 2012-13 since 1992-93.
Turnover at Rs 13,328 Crore, up by 21.02 times from Rs 634 Crore.
Profit at Rs 4,235 Crore, up by 17.87 times from Rs 237 Crore.
Gross Block at Rs 80,600 Crore, up by 22.89 times from Rs 3,521 Crore.
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ASSET GROWTH
Our Gross fixed assets were Rs.80, 600 Crore as of March 31, 2013. Our fixed assets consist of plant and machinery such as transmission lines, substations, HVDC, ULDC, Telecom equipment and other transmission equipment; buildings; land; office equipment; fixtures; and motor vehicles. Fixed assets value increased by 22.06% in Fiscal 2008 as compared to Fiscal 2007, increased by 13.84% in Fiscal 2009 as compared to Fiscal 2008, increased by 7.15% in Fiscal 2010 as compared to Fiscal 2009 , increased by 16.53% in Fiscal 2011 as compared to Fiscal 2010 and increased by 25.91% in Fiscal 2012 as compared to Fiscal 2011 . These increases are mainly due to the commissioning of new transmission assets.
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MANPOWER GROWTH
(2014-2015) • Revenue
Rs.380 cr.
• Net Income
Rs. 44.97cr.
• Operating Income
Rs.99,529,000
• Net Income
Rs. 50,463,000
• Total Assets
Rs. 15,830,088
• Total Equity and Liabilities
Rs. 15,830,088
Mergers and acquisitions • In 1991, it took over transmission assets from NTPC, NHPC, NEEPCO, NLC, NPC, THDC, and SJVNL. It also took over the operation of existing Regional Load Despatch Centres (RLDCs) from Central Electricity Authority (CEA), in a phased manner from 1994 to 1996.
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Role of Digital Marketing in POWERGRID
POWERGRID is a service organisation providing services in fields of bulk power transmission, sub-transmission and power distribution infrastructure, along with telecom (under brand name ‘powertel’) and smart grid solutions. It helps POWERGRID to share its vision such as World class, integrated, global transmission company with domain leadership in Emerging Power Markets Ensuring Reliability, safety and Economy. VISSION such as
Towards Global Footprint Desert Power India – 2050 (Integrated Plan for Desert Power Development) Swachh Bharat Abhiyan Building a Smart Grid
It can reach to customers through its website, email, online advertisements and create CRM (customer relation management) It can promote its services, brand and increase its revenue and profit margins. Purpose of Website and Advertisement in POWERGRID Website is a showcase which provides information about company, its services, credentials and ease of doing its functions like recruitment, online inspections, etc. It is a cost effective interface with external and internal stakeholders. Company places its advertisements in National newspapers and magazines as well as on websites as part of building its brand equity. It provides a separate section for communication lounge which includes the press release, media coverage, PR kit, Advertisements and photo gallery for their events. In press release includes the notices of caution, award to POWERGRID, performance of powergrid, profits after tax, MOU signed between POWERGRID and ministry of power for FY 2015, training, raise in profit of about 3%, various telecom agreement signed with BSNL etc. In media coverage, it includes the various projects of powergrid, political pressure, and business overseas, appoints of new members in powergrid, bids contracts etc. In PR kit that is public relation option includes speech, messages, brochures, films, In-House Journal, Interviews etc.
Role of Online/digital marketing in earning profit
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Generating awareness about company’s available products/services and capabilities & credentials will surely result in increase in top line. Since marginal cost of providing services as low therefore wide publicity will result in more customers, larger margins and handsome returns and profits. Company has recently updated its website and made it customer friendly. It also put advertisements in other websites, keeping in mind its business interests. External agencies are involved along with in house expertise to create its website. Information Technology department and corporate communication are responsible for online advertisement and website updating in powergrid.
Target clients through online advertisement
State utilities Telecom Internet & mobile service providers, Long term open access customers, International clients and investors.
Policies / term and conditions regarding online marketing in powergrid. Increase in digital marketing is envisaged in future, as and when competition ripens in power transmission and telecom services. No formal policies are framed so far.
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LITERATURE REVIEW
1.1: Digital Marketing Digital marketing is an umbrella term for the targeting customers, measurable, and interactive marketing of products or services using digital technologies to reach their customers and fulfil their needs and wants. The objective is to promote brands, build multiple choices and most important to increase sales through various digital marketing techniques. The best new digital marketing tools and techniques are following as: 1. Content marketing techniques: Content marketing is very much essential for the business firm to build status of brand in targeted market. Content can be virtually anything with a clear message, images to grab attention of their customers, videos of your brand, blog posts etc. A good content is original and shareable. Truly effective content marketing is sharing the facts about the brand which helps in building a positive reputation of brand. 2. Tools of social networking: Social media is one of the best marketing tools for humanizing your brand and connecting with your customers in real time. An effective digital marketing strategy incorporates all social media forums which all appropriate to your organization and it includes Facebook, twitter, LinkedIn, Google+, Pinterest and Instagram. These tools have different purpose: Twitter has become a virtual telephone, through this way a customer can lodge complaints or ask questions, Google+ and Facebook functions same as twitter does. But such as instgram and pinterest are the great way to get align with visual storytelling. It is also vital to stay connected to new trends which are going on all around in market. 3. Go mobile: More and more of us are accessing information on our mobile phones such as smartphones; tablets etc. - gives your company a competitive edge. It is one of the biggest challenge in front of business today is working out how to build and maintain a competitive edge. Building a competitive edge for your organisation and its products and services can be done through branding, price, product or service differentiation and building and maintaining an excellent reputation for providing a good service or product. It helps in understanding the needs of your customer’s desires and behaviour through online mails, feedbacks about your product which further helps in enhancing the quality as well as quantity of your product. 4. Retargeting: One of the most interesting marketing techniques which tracks customers through cookies and continues to show them advertisement of your Digital Marketing
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products they have viewed in the past across a websites. Retargeting is simple, powerful way to keep your brand and product in the minds of potential customers.
Digital marketing is mainly use the internet as very important promotional tool for enhancing your brand image in market as well as your targeted audience minds. Digital marketing concepts and practice are tremendously using among several industries especially by the leading companies utilizing the mass digital tools and social media platforms which is very much beneficial to approach customer at a very productive cost.
Digital marketing activities are SEO, SEM, content marketing, campaign marketing, ecommerce marketing, social media marketing, e-mail, direct marketing, display advertising, e-book and other form of digital media. It also provides non-internet channels such as mobile phones (SMS and MMS), call back and on-hold mobile ring tones.
Moreover digital marketing is the use of digital channels to promote market product and services to consumers and business. SEO (Search engine optimization) is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
Moreover it is methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high ranking placement in the search results page of search engine which includes Google, Bing, Yahoo and other search engines. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.
In search engine marketing is the process of gaining traffic and visibility from search engines through paid and unpaid efforts. The basic difference in SEO and SEM is that in SEO- earning traffic through unpaid or free listings whereas in SEM is buying traffic through paid search listing.
Following image is representing the search engine marketing. Digital Marketing
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In search engine optimization, site appears high on list as a result of search engine.
The term digital marketing was used in the 1990’s. In 2000s and the 2010s, digital marketing became more advance as an effective way of creating or building a relationship with the consumer.
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The rapid evolution of digital marketing has created new opportunities and effective way of advertising and marketing. Digital devices have led to the exponential growth of digital advertising.
In 2012 and 2103 statistics showed digital marketing remained a growing field. Digital media growth is estimated at 4.5trillion online advertisements served annually with digital media spend at 48% growth in 2010.
Digital marketing is often referred to as online marketing, internet marketing or web marketing. The term digital marketing has grown in certain countries – in the USA online marketing is still prevalent, in Italy is referred as web marketing but in the UK and worldwide digital marketing has become the most common term especially after the year 2013.
Latest developments and strategies
Digital marketing is totally dependent on technology which always keeps changing. The same features should be expected from digital marketing development and strategies. It involves-
Segmentation: In digital marketing, it has been given more focus on segmentation in order to target particular markets in both B2B (Business to Business) and B2C (Business to consumer) sectors. It helps to bifurcated customer on the basis of their need and wants.
Influencer marketing: This is becoming an important concept in digital targeting. It is possible to reach customers via paid advertising, such as Facebook advertising or Google Adwords campaigns or through advance social customer relationship management software such as SAP C4C, Microsoft Dynamics and many more. Here marketing is something which is going on around us. We see marketing in advertisement that flash very frequently on our TV, magazines and newspaper and now a days it reaches even though cell phones and e-mails and other social website. Now a day’s digital marketing is overpowering the traditional way of marketing. Traditional marketing had fallen down to 16% where as digital marketing boost up to 14%. Here most of magazine giants, newspaper switching to totally digital publication. Traditional marketing includes posters, commercials on TV and radio, bill boards and brochures. But in digital marketing world, as long as technology continues to advance, the digital marketing will do well. Digital marketing is same as traditional marketing but using Digital Marketing
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modern device such as website, social media- Facebook, twitter, LinkedIn, you tube videos etc. Digital marketing is one of the examples of passive marketing. Internet marketing/online marketing is a key element of digital marketing. Internet marketing is growing now days as more and more people use internet every day. It is available 24x7 hours, consumer can access anytime and anywhere to get information for a particular product. It is just not enough to know your customer but also very much essential to understand their requirement through web, social media, mobile, mails etc.
Principle of digital marketing
Customer relation: this principle of marketing enables promoter to advertise, to sell, and to promote their products electronically to their customer. This is the best angle to speak directly to their customers and helps to attain them with their requirements and issues regarding products. But make sure your digital marketing targets your specific audience.
Video and posters: Optimize your digital marketing message with some quality video marketing content. It is obvious that when people see and hear a message, they can able to recall the message while choosing the products.
Media: Social media is also very important but equally not to forget old systems such as press, print etc. Take all the forms media will help to create a solid, cohesive, well brand foundation for your customers.
Content capital: A successful digital marketing will stand out from a junk by delivering a valuable, solid and shareable content. The internet is free and available to everyone so anyone can send their advertisement but it is necessary to offer a valuable content to your customers. Your content should be to the point about your product and relevant information is to be given in the advertisement.
Simplicity: If you want people connect with your digital marketing thoroughly then it is necessary to keep your advertisement simple and efficient. Already people have enough going on in their lives. They don’t want to go through with any complicated issues. When given something simple, customers will revel in its simplicity.
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Pimp your vitals:
Consistency: Your relationship with your customer, is not supposed to be a one
The majority of customers visit website to get the information about street, locations, e-mail address and phone number. Therefore make sure these vital details are easy to find.
way street, it goes both ways. If you want long term success then you are going to be consistent in your behaviour and customer interaction.
Concept of Digital Marketing
Digital marketing is one of the innovative and novel ideas for advertising their products online in 21st century. The term itself does not have a specific definition but the following examples such as emails, online advertisements, pay per click, wireless text message, instant messages, blogging, fax, video stream, podcasting, and broadcasting- defines the term digital marketing.
Digital marketing has become so powerful network of advertising over website corner. With the features of digital marketing, the advertiser will easily come to know like how many, how long the advertisements had been shown on internet and also will get to know how many people have seen the advertisement, and how many people have given response to the particular advertisement and how many products have been sold out through online.
With the fast network, marketing of the particular product become easier, consumer convenience become possible, help organisation to carry off the profit too. The attitude of management has changed now. They have shifted from the traditional way of advertisement (such as radio, television etc.) to digital marketing. Billions of dollars have been spending on digital marketing by various organisations for the promotion of their advertisement, and their product as well. Organisations are carrying out huge benefits from digital marketing and earning revenue.
ICC codes for digital interactive media Digital Marketing
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Identification: In digital marketing, subject descriptor and context should make clear to individual customer. Subject descriptors should not be misleading. Marketers should take appropriate steps to ensure that the commercial nature of the content of a social network site under the control of marketer and rules and standards of acceptable commercial behaviour is these networks respected.
Clarity of offer and conditions: Software or other technical devices should not be used to conceal or obscure any material factor that is price and other sales conditions, which are likely to influence consumer’s decisions. Consumers should always be informed contract or any other commitment before placing of an order, a purchase.
Respect for public group and review sites: Marketing communications should respect human dignity and should not be bias; it includes race, national origin, religion, gender, age, disability or sexual orientation.
Unsolicited individually addressed digital marketing communication : Marketing communication via digital interactive media to address individually should only be conducted where consumer has an interest to receive such communication and offer.
Digital marketing communications and children: Parents and/or guardians should be encouraged to participate in supervise their children’s interactive activities. Digital marketing communication directed at particular age group of children should be appropriate and suitable for such children. Websites that are subject to age restrictions such as alcoholic beverages, gambling and tobacco product should be restricted access to such websites by minors.
Models of digital marketing:
Digital brander: Digital branders such as consumer product companies, retailers and other marketers help in promotion and building brand equity in market. They are moving away from traditional digital marketing and stepping towards and investing in digital devices that connect to their customers. They focus on making new customers, increasing advocacy and driving loyalty.
Demand generators: Demand generators such as retailers play the number of games. They focus on driving traffic and making customers loyal to the brand. All elements of digital marketing strategy such as website designing, search engine optimisation, mobile applications etc. are used to boost the sales and loyalty of
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customers. Demand generator also need to have an efficient content that makes customer loyal to the brand.
Product Innovators: Product innovators are organisation who uses the digital marketing to identify, develop a new products and services. These companies employee the customer interaction that helps the company to innovate their product on the basis of their customer’s feedback for their product.
The fourth model is customer experience designers. These designers use customer data to create a superior brand for their customers. Typically, these companies (such as financial services companies, airlines, hotels and retailers) build their business model and focus on interaction with their customers and creating awareness of their product. These companies rapidly interact with their customers and build a loyal customer base.
Mass Marketing: Mass marketing is opposite of Niche marketing as it focuses on high sale and low price. It aims to provide product and service to entire market. In mass marketing, there is wide audience, no of successful hits is high. There will be a less risky, production cost per unit are low. As there is a production of homogenous product. Ultimately advertisement cost relatively low.
Market Funnel: Market funnel is a system that helps to keep the track on the various stages, consume travel through to make purchase decision. It also helps to influence consumer at each stage from company such as follow up telephone calls and sending them positive review. The funnel stages are awareness, consideration, preference, action, loyalty and advocacy. A first consumer aware about product then contemplates or thinks about product. The next stage is preference for the brand or competitors’ products and finally makes the purchase.
Multi-level marketing: Multi-level marketing is a marketing strategy in which the sales force is compensate not only for sales they generated but also for the sales of the other sales people that they recruit. Multilevel marketing or network marketing or word of mouth marketing is an activity can take up any one at any point of time in life and generate income. Multi-level marketing is a one type of direct selling. MLM sales people not only sell the company’s product but also encourage others to join the company as a distributor.
Pros and cons of digital marketing: Digital Marketing
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Pros of digital marketing:
It can reach targeted customer more effectively: Digital marketing tools are designed to target a specific group of customer who really are interested in particular brand of product and service. Unlike traditional mass media marketing broadcasted to even those as well who do not like or are not interested in particular product and service. Therefore digital marketing or can say internet marketing which attracts targeted customer who specifically looking for a particular product and service.
Traditional marketing
Digital marketing tools
It delivers immediate results: These marketing tools help business to carry off benefits than other marketing tools. It connects your business very efficiently with your targeted customers. It is cost effective: Compared to traditional mass media marketing, internet marketing is much more cost effective. Internet marketing also does not require any large amount of investment as business used to invest with traditional mass media in past. Internet marketing is much cheaper than traditional mass media channels. Sometimes website can generate traffic for free. It can reach wider or even international audience: Now days, all internet marketing activities are done online, businesses are not bound by brick-andmortar limitations when it comes to reaching out to a wider audience. Now the Digital Marketing
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world just became smaller with internet and reaching business from one part of the world market to another as if they are just a few blocks away from each other. Geographical distances are now meaningless with internet marketing, and allowing businesses to reach and interact with targeted customers more than they could ever use traditional marketing methods. It helps in building relationship with targeted customers: Traditional marketing is one way and there is very limited or no interaction between an advertiser and end customers. But with internet marketing, now it is possible for advertiser being able to engage and interact with targeted customers. It can help build better customer-supplier relationships and build higher levels of trust and generate great customer loyalty that benefits for both the business and end customers as well. Available 24/7 : The World Wide Web never sleeps and so does Internet marketing, allowing business with little resources to sustain a physical 24-hour operations to compete in the digital marketplace using Internet marketing tools that can run virtually 24 hours a day and 7 days a week.
Cons of digital marketing:
Internet marketing campaign can be copied: One of the drawbacks is that a particular campaign can easily be copied by a competitor, and many have done. Therefore concern legal actions must bring. Trademarks or logos can be used to defraud customers. Not only that, these can also be used for perpetrating negative and erroneous information about your brand, product or service that will ruin your online reputation and ultimately lose your valuable customers.
Internet marketing will not be taken seriously if not done professionally: Business owners and digital marketers should focus on bringing their internet marketing campaigns to professional level; otherwise they will not be taken seriously by their targeted customers. First impressions really matter whether you use traditional mass media marketing or internet marketing and advertising channels so it would be a greater advantage to stay consistent and professional in whatever channel you are using for your campaigns.
Internet marketing may not be appropriate for your product: some brands, products or services have targeted audiences that may not be reached by internet marketing channels. Some target the elder person and may not have access or do not even know how to get online. If that’s the case, you will only be
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wasting your time, resources and money for marketing your product through internet means.
Internet marketing involves too much competition: Internet marketing is faced with a great challenge of too much competition. Digital marketing are scrambling to get into the better position in marketing with the presence of too much competition, will make it hard and expensive to get the attention of the targeted audiences.
Internet marketing reputation can be damaged by negative feedback: One of the prone of digital marketing is negative feedback which can damage your online reputation. With a single post or tweet of negative feedback about your products and services can ruin your entire internet reputation for long time.
Digital Marketing versus Traditional Marketing The debate continues as to whether digital marketing is overpowering and surpassing traditional marketing or not. Many think that for the most part, digital marketing has taken over. Recent occurrences such as the magazine giant, Newsweek switching to totally digital publications cause ripples throughout the marketing arena. Over the last year or so traditional marketing had fallen nearly 160% while in the same time frame expenses for digital marketing increased over 14%.
Defining Traditional Marketing There are many examples of traditional marketing might include tangible items such as business cards, print ads in newspapers or magazines. It can also include posters, commercials on TV and radio, billboards and brochures. Traditional marketing is anything except digital means to brand your product or logo. Another overlooked means of traditional marketing is when people find a particular business through a referral or a network and eventually you build a rapport with them.
Defining Digital Marketing
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The world of digital marketing continues to evolve and as long as technology continues to advance, digital marketing will as well. Examples of digital marketing include things like websites, social media mentions, YouTube videos, and banner ads. Specifically, digital marketing is similar to traditional advertising, but using digital devices. However, digital marketing is considered a form of inbound marketing and its goal is for people to find you. Businesses put content (or ads) out for individuals to find. People may conduct an organic online search, a paid search; find your business on a social network or by reading content that has been published online such as a blog or an article. The more they see you or your content, the more familiar they will become with your brand and they will eventually develop a trust and a rapport with you through this online presence.
Traditional Marketing’s Advantages and Disadvantages
Because of its longevity, people are accustomed to traditional marketing. Finding ads in magazines and newspapers, or reading billboards are still familiar activities and people still do them all the time. Most of the time, traditional marketing is reaching only a local audience even though it is not limited to one. One of the primary disadvantages of traditional marketing is that the results are not easily measured, and in many cases cannot be measured at all. In most cases, traditional marketing is also more costly than digital marketing. And perhaps the biggest disadvantage today is that traditional marketing is static which means there is no way to interact with the audience. It’s more like you are throwing information in front of people and hoping that they decide to take action.
Digital Marketing’s Advantages and Disadvantages One benefit to using digital marketing is that the results are much easier to measure; and another is that a digital campaign can reach an infinite audience. It is also possible to tailor a digital campaign to reach a local audience but it can also be used on the web and reach the entire globe when appropriate. Digital marketing is also a very interactive means of reaching an audience since it makes use of social outlets. There can be plenty of direct contact between the audience and the business which means that the business can get some very valuable consumer feedback. One of the disadvantages to using digital media marketing strategies is that it can take some time to realize measurable success.
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Is there a realistic balance between the two? The world has transitioned into a very digital environment. Not only are magazines going digital, we perform many of our daily tasks such as banking online and much of our reading is done on e-readers. Because of the rise of the digital age, it just seems like common sense to invest in a digital campaign. Even though traditional marketing still has a place, it is diminishing in our digitally based world. For today’s businesses, it is imperative to have a website and use the web as a means to interact with their consumer base. There are some successful traditional marketing strategies, particularly if you are reaching a largely local audience, but it is important to take advantage of digital marketing so as to keep up in today’s world.
OBJECTIVE OF PROJECT: TO FIND OUT THE STATUS OF DIGITAL MARKETING IN DELHI AND NCR
Objectives for your digital marketing should be a SMART that is Specific, Measurable, Achievable, Relevant and Time Bound
Specific – the objective should state exactly what is to be achieved. Measurable – An objective should be capable of measurement so that it is possible to determine whether it has been achieved. Achievable – the objective should be realistic given the circumstances in which it is set and the resources available to the business. Relevant – Objectives should be relevant to the people responsible for achieving them Time Bound – Objectives should be set with a time-frame in mind. These deadlines also need to be realistic
When defining your digital marketing objectives, you should thing about how they will align with your overall business goals and a key performance indicator. You should also consider what will be the return on your investment – this is likely to be financial but could also include following examples such as:
Market Greater brand awareness An increase in visits to your website
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A greater market share Desired sales or profit level Rate of growth Be innovative player in market Be the best at customer service.
To precede further my project, I need to take out the list of digital marketing companies located in Delhi and NCR. Further on I need to confine any two companies, so that I need to see the difference between the two. The list is given below: Brand hype – digital marketing consultant 6S digital innovator Interactive Avenue Edynamic – vision delivered Blue digital media Pvt. Ltd. Quasars Dignitas Digital – a full service digital agency Rock my sales Nine digital Global Ad 24X7 Ergo Agency Indian digital marketing Now floats technologies Credence digital marketing Pvt. Ltd. Digital force online India Digi Street Media Pvt. Ltd. Cyber actives Top digital Red cube digital
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Sun Hill Marketing service Digital marketing Group info tech Pvt. Ltd. Ergo agency.com
CASE-I: GLOBAL ADWARD 24X7
COMPANY REVIEW
Google Ad Words is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers that might link the copy to the content of web pages shown to users. Web pages from Google and from partner websites are designed to allow Google to select and display this advertising copy. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income they generate. Globalad24X7 is one of the leading PPC (Pay per Click) agencies providing Pay per Click management services using Google Ad Words and Bing Ads. Our display team runs Real-Time Bidding campaigns with Double Click and our Analytic experts provide Google Analytics training consulting and conversion rate optimisation. Ad Words has evolved into Google's main source of revenue. Google's total advertising revenues were USD $43.7 billion in 2012. Ad Words offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost per mille (CPM) advertising, site-targeted advertising for text, banner, and rich-media ads, and remarketing (also known as retargeting). The Ad Words program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline of 25 characters, two additional text lines of 35 characters each, and a display URL of 35 characters. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
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Global Ad 24X7 is one of the leading full service digital marketing agencies that empowers SME’s across the length and width of India to attract leads and convert them into customers. We cater specifically to the needs of small and medium businesses (SME’s) in India, providing them with the most advanced online campaign management technology as well as tracking, reporting and optimization systems available. We are a digital advertising company with rich experience in a wide array of business verticals ranging from education, financial services, utilities, real estate to travel, retail and ecommerce. A service that provides Global Ad 24X7 is following as:
PPC Management Mobile PPC Google shopping Phone call tracking Display Advertising Remarketing You Tube Advertising
It helps you to connect with your target consumers online; they develop digital marketing programs that define your charisma in the e-market. These services are Pay per click, Social Media Optimization, Search Engine Optimization and Email marketing results in generating leads and online sales. There result driven approach showcases you’re their services in just the apt manner and the world class tracking tools help you convert your online sales into prospective customers.
Overview
Google Ad Words is Google's online advertising program that lets you reach new customers and grow your business. With Ad Words, you choose where your ad appears, set a budget you're comfortable with, and measure the impact of your Ad. There's no minimum spending commitment. You can pause or stop anytime. With Google Ad Words, you can reach people as they search for words or phrases (which we call keywords) or browse websites with themes related to your
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business. .Your ad can appear on Google and its partner websites. With cost-perclick (CPC) bidding, you're charged only when someone clicks your Ad.
They are a performance driven Digital Marketing agency specialising in PPC, SEO, Social and Mobile Marketing. They believe every client has a right to get the most out of their marketing investment and the highest quality of service. As per GLOBAL ADWARD 24X7, they love our people- they are their biggest asset and the best in the business. With Global ad24X7 they will have a dedicated (and Google qualified) PPC account manager who works on your campaign from day one. Our incredible low staff turnover means there is no need to worry about frequently changing campaign managers. But that’s not all. You will also have the superhuman brains of our entire PPC team working for client. They are constantly sharing ideas and expertise to help improve all of our client campaigns.
PPC Management Process 1. They immerse there selves in their client company and industry, learning about their client objective, competitors and unique selling points to create a bespoke PPC strategy. Assigning client the most appropriate campaign manager means we will have a head start here. 2. Using a mix of our amazing in-hour gadgetry and good old fashioned brain power, we built your PPC campaign with highly targeted keywords and ad groups and unique as creative that will drive the highest quality traffic to your website.
Global ad 24X7 provides the regular packages for their client. They are different packages for different client such as:
The following are the regular packages that provide to their customers:
Adword Starter Package Adword Starter Pro Package Adword Professional package Adword Enterprise package
Apart from regular packages annual packages are also available for clients such as: Digital Marketing
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Annual Package (search network) Annual package (search and display network)
In Adword starter package includes
Landing page: Domain and Hosting for 1year Click on Google Adword worth Rs. 10,000 Package amount: Rs. 15000 + service tax
Adword Starter Pro Package
5 page website Domain and Hosting for 1year Click on Google Adword worth Rs. 15,000 Contextual Ad’s on Google Content Network Package Amount: Rs. 20,000 + service tax
Adword Professional Package
12 pages website Click on Google Adword worth Rs. 25,000 Domain and Hosting for 1year Contextual Ad’s on Google Content Network Mobile Advertisements Search Network Package Amount: Rs. 25,000 + service tax
Adword Enterprise Package
15 pages website Click on Google Adword worth Rs. 40,000 Domain and Hosting for 1year Contextual Ad’s on Google Content Network Mobile Advertisements Search Network Remarketing Package Amount: Rs. 50,000 + service tax
Annual Package’s Digital Marketing
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Annual Package
15 pages website Domain and Hosting for 1year Contextual Ad’s on Google Content Network Mobile Advertisements Search Network Package Amount: Rs. 1,30,000 + service tax
Annual Package (Search and Display Network)
15 pages website Domain and Hosting for 1year Contextual Ad’s on Google Content Network Mobile Advertisements Search Network Remarketing Display Ads on Google Content Network Package Amount: Rs. 50,000 + service tax
Terms and Conditions Service Tax (14%) is applicable Payment terms for Adword : 100% Advance All Payment to be made in favour of Global Ad 24X7
Landing Page
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Global adward provide landing page for their client. Landing page means first page for any institution, company or any organisation.
Domain and Hosting page for 1year: Uploading and updating a website for their client company or business or organisation Click on Google Adword: In this client has to pay money as per availing package say 10,000, whoever click their site link then decided money would be deducted from their total amount paid to the Global Ad 24X7 Contextual Ad’s: Google will keep space on website page for ad’s to display along with webpage. Re-marketing: Remarketing is an Ad Words feature that allows users to show ads to those that have already been to their website. This feature allows to create different audiences from website users and to show relevant ads to separate audience. This approach makes remarketing very effective tool for returning users with high conversion rate. If you searching for any item then the same ad will appear when you serving for any other item.
Ad Extensions
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Ad extensions are a feature that allows advertisers to enhance their Ad words campaigns by showing extra information with their ads, like a business address, a phone number, or more web page links. Ad extensions are created to improve ads visibility and to attract a click. They appear with the Search Network, above the search results, and depending on the extension might also appear on the Display Network. Ad Words shows extensions when it calculates that the extension (or combination of extensions) will improve the advertiser's campaign performance, or when an ad is rank high enough for it to appear. The advertiser is charged as usual for the click. Google do not charge for review extensions, social extensions and seller ratings.
Services of Global Ad words
Website Developer
Remarketin g
Social Media Marketing
Search engine
Search engine
Customer Segment Digital Marketing
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Our target customers are SME sector (all the manufacturer, Retailor, supplier, distributor.) Internet
Cold Calling
Just dail
Data Mining
Sulekha yellow Page
Data Tele team
Working of Global Adword
Calling
Meeting Generation
Meeting
Sales team
Sales Website Development Or Website optimize Renewal and upgrade
Adword account create and keywords would be provided along with target method Customer Support
Turn Over of firm Digital Marketing
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turnover 3.5 3 2.5 2 1.5 1 0.5 0 1
2
Turnover of company
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3
Future plans • We are going to cover untapped market of Delhi NCR. • Establish a new branch in Ludhiana and Agra. • Going to tie up with other advertising channels.
Revenue Model Service and maintenance charge charged by the clients. Google gives us coupons to redeem on every new client. Commission by Google.
Case Study2:- NOWFLOATS TECHNOLOGIES PRIVATE LTD.
This is another example; our powerful technology makes it simple for everyone to go online with a beautiful, professional and functional web presence. No creative limits, no coding – just complete freedom to express yourself and manage your entire business online. We empower people like you to create your own online presence for free and exactly the way you want our global user base, and unparalleled design capabilities create a unique ecosystem. Partners, developers, web designers, and other online professionals can effectively market their Apps and services to millions through Wix. It is found in 2006. Where in 2008 flash editor launched. In 2009 they have reached with 1million users, in 2011 it reached to 10 million users. We are a proud& happy company providing a world class website building platform to over 68 million users in 190 countries. Wix has something for everyone, so whether you’re a photographer, musician, small business owner, entrepreneur, bride or student, we provide all the tools and features you need to build an amazing online presence for FREE. Create your own original website that reflects you or your brand and get online today. We keep complex techy processes behind the curtain and guarantee that your experience is simple, fun and code-free. We have the only drag n' drop website building platform with HTML5 capabilities, 100s of designer made templates, top grade hosting, innovative Digital Marketing
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Apps and tons of features for free. We offer valuable premium services (hey, we need to make money too), but our business model allows us to provide full websites to everyone for free. Wix.com is a leading cloud-based web development platform with more than 56 million registered users worldwide. Wix was founded on the belief that the Internet should be accessible to everyone to develop, create and contribute. Through free and premium subscriptions, Wix empowers millions of businesses, organizations, professionals and individuals to take their businesses, brands and workflow online. The Wix Editor and highly curated App Market enable users to build and manage a fully integrated and dynamic digital presence. Wix’s headquarters are in Tel Aviv, with offices in San Francisco, New York, Vilnius and Dnepropetrovsk. Where the nowfloats we do not make website for this we recommend Wix, Weebly or SquareSpace. In wix, they create your stunning website that is absolutely free of cost. Where it is easy to customize. No coding and 71,666,879 users and still growing. They provide template which is 100s of fully customizable HTML templates available in every category. You can choose yours template and create something totally original with our easy drag and drop website builder. Different category of templates like Business templates, photography templates, music templates, creative Arts templates, online store templates and restaurant templates. Over 45,000 new people join every day. Wix gives you everything you need to create a stunning free website, right at your fingertips. Our drag and drop website builder makes it fun and hassle free to create your own site. Facilities that wix provides that is- 100s of stunning HTML5 Templates- whichever template you pick, your website will look amazing. Simple Drag n’ Drop Website Builder- which is fun creating your free website exactly the way you want. Secure and Reliable- free Hosting. Wix App Market is Tons of powerful Apps and popular services to boost your website. It Sell your stuff online for that you need to add an online store your website with our ecommerce solution. It looks great on mobile devices- get an optimized version of your website for smartphones. It makes your website Google Friendly so that people can find you via Google and other search engines. It provides support 24/7 so you can contact support team and get instant answers. There’s no catch. It’s free and they believe that everyone deserves to have their own stunning website. Wix offers valuable premium services but their business model allows us to provide everyone a professional website for free. Every day they feature an amazing new website built with the wix website builder. If you want your website featured? Submit your URL to
[email protected].
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Actually they are looking for small business owners, designers, musicians, photographers, artists, entrepreneurs who are very new for their respected fields. They provide the website for them, online stores and more choose Wix to create and manage their online business to grow their business in their respected fields. Wix.com is a leading cloud-based web development platform with millions of users worldwide. We make it simple for everyone to create a beautiful, professional web presence. No creative limits, no coding skills needed to get your business online. Their products are templates, explore, features, my sites, premium plans, online store, App market, Domains, Developers. In explore we invite business to share their stories and journey of their business to wix.com. Features that wix provides such as
100s of Designer-Made Templates: - Choose from our huge selection of stunning, fully-customizable templates, with all the latest design trends and features to make you look amazing online. Top Industry Hosting: - Get free; reliable hosting that keeps your website safe and secure. Intuitive Website Builder: - Our user-friendly drag n’ drop site builder lets you easily customize your site. You can change anything, like images, text & layout no creative limits, no coding needed. Optimized Mobile View:- Get an automatically optimized version of your website for mobile in just one click, letting your site visitors view the same design and content on all devices. Beautiful design- Templates for every purpose:- Wix offers 100s of templates in over 70 template categories. No matter what type of website you need - business, personal, online store, portfolio page - we’ve got you covered. One-Pagers: - Our one-page templates make it easier than ever to get your business website live. Get online in a day, and add pages and features as you grow. Everything is Completely Customizable: - Make your website unique. Take our designs and change anything - pictures, backgrounds, colors, fonts and text with the click of a button. Website Builder: - Drag n’ Drop Website Editor- Our website editor features userfriendly drag n’ drop technology, so you can easily change and customize your website. Image Editor: - With over 17 different features, our advanced image editor lets you enhance, edit and retouch your images to get incredible results. Text Editor and Free Fonts: - Make your content look beautiful. Easily edit your text and choose from tons of free fonts, colors and effects. Add and Organize Pages: - Add as many blank or pre-made, customizable site pages as you want. You can even create sub-pages for beautifully organized content.
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Page Protection: - Create designated and protected web pages that only you or specific members can enter. Mobile optimization - Optimized Mobile View:- With just one click, the Optimized Mobile View will automatically take your HTML5 website and create an optimized view for smartphones. One URL for website & mobile site: - Get top visibility in search engines like Google & Bing with one URL for all devices. Fully customizable: - Resize, reorder and hide elements to make your mobile view perfect - without changing the appearance of your desktop site. Blogs and social media - Easy-to-add blog: - Add a beautiful blog to your Wix site in just a few simple clicks for a seamless look and feel, and start blogging immediately. Facebook comments: - Grow your audience with comments that appear on your site and Facebook profiles of your commenters. You can easily style your comment box and select the amount of comments you want displayed. Automatic blog styling: - Once added, your blog will automatically appear as a separate page within your site, fully equipped with featured galleries, lists, tag clouds, and social feeds, all customizable. Google+, Facebook, and Twitter & Pinterest: - Add buttons to your site so visitors can share your site and follow you on social sites. Easily adjust the size and style of button you’d like on your site. Social feed: - Add a social bar to your website so visitors can find your Facebook, Twitter and Google+ links all in one place. Wix app market to grow your business: - Over 200 Apps: - Successfully grow your website and business. Add powerful web Apps and services like Google AdSense, Site Booster, Mail Chimp & more. Check out some of our most popular Apps below. Google AdSense: - Google AdSense is a hassle-free way to display Google ads directly on your website and earn money. Contact Forms: - Let your users contact you, ask for support, register for an event, and ask for price quotes & more in a few simple clicks. Customize pre-made forms or design your own. Appointment Booking: - Let people schedule appointments, book services, and register for classes & events directly from your website. Save time and stay organized while managing your calendar with Apps like Web Bookings. Social Feeds: - Keep your website interesting and fresh - easily connect your social feeds to your website. Engage your audience with Apps like Instagram Feed and Tint that let you share pics, videos and more. Display Events: - Beautifully display events with Apps like Event rite. Promote, sell tickets to and share events with your audience. Email Marketing: - Build customer relationships with simple and powerful email marketing tools. Send beautiful newsletters with Wix Shout Out and Mail Chimp and create a custom signup form with MPZMail.
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Sell Online: - Sell anything directly on your website. Whether you want to sell one product or entire collections, Apps like Ecwid, Sellfy and Etsy make it easy. Restaurant Reservations: - Let your site visitors make online reservations at your restaurant any time they want with the Open Table App. save time, seat more diners and increase your profits. Get Found Online: - Make sure people can find your business on Google and other search engines. Use Apps like Site Booster to get listed in top-tier directories, drive traffic to your website, and grow your business. Promote Your Website: - Tell the world about your website. Create and launch a targeted advertising campaign in a few quick steps with Apps like Banner Play and Get Traffic. Analytics: - Gain insight and learn how visitors interact with your site in real time. Apps like Web-Stat give you detailed reports; help identify keywords & sources that are driving traffic to your website and more. Polls: - Easily customize polls and create a social buzz for your products. Run your own poll on your website to find out what your visitors are thinking. Live Chat: - Interact with your site visitors and chat with potential customers in real time with Live Chat. Answer questions, build relationships and increase sales. Ecommerce: - Add an Online Store: - Add a beautiful, fully customizable online store to your website and start selling right away with our eCommerce premium plan. Multiple payment methods: - Accept payment methods like PayPal, Web Money or Skill via your online store’s shopping cart to offer the safest and most secure checkout for your customer. Easy integration: - Professionalize your store with stunning product galleries, a shopping cart and a checkout button that integrate seamlessly with your website’s design. Facebook integration for online store: - Import your entire online store to your Facebook page and boost online sales. Manage inventory directly from your Wix Store and make real time updates to your Facebook page. Mobile compatible: - Get a beautiful mobile-optimized site automatically created for you from the contents of your desktop website so your business is accessible from all devices. Business tool : - Contact Manager: - Import and manage your contacts from one place, including customers, subscribers, site members and people who contacted you via your site's contact form. Personalized Google Mailbox: - Get your own personalized, branded email account with Google Apps for Business. Create a professional impression and kick up your business branding with no effort. Site Analytics - Google Analytics: - Monitor your site traffic including the number of visitors, page views, where visitors come from and more, to provide a better online experience and stay ahead of the competition.
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Traffic Generation Tools: - Add traffic boosting Apps to your Wix site to help you rank higher in search results, get listed in Google maps, reach more customers on multiple devices, and strengthen your business. Communication Tools: - Add communication Apps to your site like reservation tools, toll-free numbers and live chat windows to cater to site visitors and build stronger relationships with your customers. Financial Tools: - Handle your finances with Apps like Invoice sap, which allows you to invoice directly from your Wix site, track payments easily and get paid faster. Media and gallery: - 1,000s of free images: - Choose from our extensive collection of images, clipart and icons. Use as many as you want, all fully customizable and 100% FREE. Audio: - Upload audio files, create sound cloud playlists and add an iTunes download button to share/sell your music. Amazing image galleries: - Showcase your photos and add life to your website with stunning image galleries. Choose from a wide selection of styles, transitions and gallery skins. Video: - Add YouTube or Video videos to create visual impact or promote products and services. Easily customize the player’s colors, text, buttons and more for a seamless look. Support:- 24/7 support center: - Get support day and night. We’re here to answer all of your questions, all of the time. Tutorials and walkthroughs: - Get step-by-step help with hundreds of video tutorials and walkthroughs. Massive knowledge base: - Find answers to all of your questions in our support forum. With over 262,000 topics posted, we’ve got you covered. Schedule a call - we’ll call when it’s convenient for you tell us when you’d like to be reached, and we’ll call you. No talking to machines; no waiting on hold for hours.
Free Products Our users receive access to hundreds of free design templates for personal and business use, free web hosting through the Wix domain, free apps from our App Market, and blog and social network page support. The websites developed using our free product contain Wix advertisements in the footer of the website, and tags, or metadata, which contain our name. Our domain name is also contained in the link to the user’s website. Our free product and service offering includes the following features and capabilities:
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Wix editor: At the core of our platform is the Wix Editor, which currently supports twelve languages, and allows users to maximize their digital presence by designing an unlimited number of websites, which are customizable using images, layouts, colors, fonts and other content provided by Wix, or content uploaded by the user, including visual and audio media. All websites designed using our editor are fully customizable with HTML5 technology, and contain back-up and firewall protection, as well as certain services designed to reduce the effect of denial-of-service attacks.
Wix mobile: All of our products allow users to create mobile sites for their existing Wix websites. Our mobile site technology is based on HTML5 and allows users to customize their sites for different mobile devices, yet share design elements and all site data between the different variants. In the fourth quarter of 2014, we launched our new Sonic Mobile technology, which dramatically speeds up the load time of a user’s mobile site. As of March 1, 2015, our registered users created over 7 million mobile sites using our mobile solutions. We do not currently charge for our mobile solution.
Wix SEO tools: All of our products enable users to increase the visibility of their Wix website by using our Search Engine Optimization, or Wix SEO tool. Through this tool, users may attach to their sites a description and key words that relate to the site, so that web viewers or customers may find our users’ sites easily by searching for the descriptive or key words, using Internet search engines. Our customer support team, through online video tutorials or one-on-one support, guides our users on the most efficient key words and site descriptions, in order to help users maximize the benefits of SEO and attain a larger digital presence.
Premium plans
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Premium subscription Our premium subscriptions are purchased primarily by businesses, organizations and professionals in a variety of fields, such as art, finance, entertainment, music, beauty, sports, restaurants, hotels or news. Premium subscriptions are not concentrated in any particular field. Our premium subscriptions offer all of the features of our Wix Editor, but also include features tailored to business’ needs, such as eCommerce and appointment applications, and marketing tools such as Google Analytics and mailing lists. Our premium subscriptions also offer storage and bandwidth for our users’ data and premium technical support services. We also offer ad vouchers with certain of our premium subscriptions, which allow users to expand their digital presence by advertising their pages on third-party sites, such as Facebook and Google.
Our premium subscriptions offer the following additional features and capabilities:
Connect your domain: All of our premium subscriptions allow users to connect their own domain name to their website, which means that the Wix domain name will not be present in the user’s website address. The user’s domain name can also be purchased and managed directly through the Wix platform. Users who do not purchase premium subscriptions can also choose to purchase a domain name as a stand-alone product, and continue using our free Wix Editor product to develop and maintain their website.
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Google analytic: All of our premium subscriptions give users access to Google Analytics, a third-party application that has the ability to track the number of people that visit their website, the geographic location of their visitors, the length of time that visitors stay on their website, and the key words that were used to find the website. This feature allows our business users to collect and use data for marketing and other commercial purposes.
Ads free: Our Combo, Unlimited, and eCommerce premium subscriptions provide a website free of Wix advertisements that are placed on the free Wix websites.
Add favicon: Our Combo, Unlimited, and eCommerce premium subscriptions allow users to change the Favourite Icon, or Favicon, that appears next to the user’s page address and bookmark in most internet browsers. Users can change the Favicon that appears on the website by either uploading their own Favicon, or choosing one from our Favicons Gallery. This feature enhances the professional design of users’ digital presence.
VIP service: We offer our VIP subscribers four additional features. Our VIP Support feature enables these subscribers to contact a dedicated team of support specialists. If a support specialist is not available immediately, we will call the VIP subscriber back within a matter of minutes via our Priority Call Back service. In addition, VIP subscribers have the option of receiving our Instant Response service during business hours via Wix Answers, our online automated ask-andanswer database. Finally, we will review the completed sites of our VIP subscribers and provide feedback regarding how the sites’ structure and SEO can be improved via our Professional Site Review service.
Selling and Marketing: - Our selling and marketing expenses focus primarily on online and offline advertising and we do not employ a direct sales force. Our main online acquisition channels include Google, Facebook and direct media buying. We market our solutions and apps to businesses, organizations, professionals and individuals, including entrepreneurs and freelancers.
Nowfloats marketing expenditures directed to advertising were $21.5 million in 2012, $41.0 million in 2013 and $74.0 million in 2014. Our marketing expenditures are directed toward the following channels:
Cost-Per-Click Advertising: We pay leading search engines to provide search results that provide our solutions and services with the maximum exposure when users search for key terms related to establishing a digital presence. We do this
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both by elevating the placement of our website address in search results and by placing targeted display or banner advertisements on the search results. We pay search engines on a cost-per click, or CPC, basis each time a person clicks on such a paid search result or advertisement.
Online presence and branding: Nowfloats have established an active online presence in social networking sites such as Facebook, Twitter, and Instagram, and we also market our solutions by purchasing generic and targeted advertisements on these websites and others. We also consult public and media relation firms to help brand and advertise our solutions and services.
Traditional media advertising: A significant portion of our marketing expenses are directed towards more traditional advertising, such as radio and television commercials in the United States, Canada, Australia, United Kingdom, France, Brazil and Russia.
Years 2012 2013 2014
Nowfloats technologies private limited Profit (in Lakhs) 34,443 65,216 115,733
nowfloats technologies limited.. Profit (in lakhs) 140,000 120,000
115,733
100,000
nowfloats technologies limited.. Profit (in lakhs)
80,000 65,216
60,000 40,000
34,443
20,000 0 2011 2012 2013 2014 2015
Questionnaire
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1. 2. 3. 4.
Contact Person Company Name/email ID What five keywords defines your business Out of those five – what two are most critical either profitable line or those which bring the most new customer in the door. 5. Do you currently have online profile? 6. Do you produce new content for your website at least quarterly? 7. Any analytical software you use to track online activity. 8. What product and service your companies provide? And to whom? 9. What are you doing now to promote your business? 10. What digital marketing services does your business need? 11. Your customer segment on the basis for: Age ( ) Gender( ) Income level( ) Locality( )
12. What is your aim for your online marketing campaign? 13. Have you used any following online marketing services to market your website in the past – SEO (search engine optimization), Pay per click marketing, Social media marketing, Email marketing, Press release or any other? 14. Have you planned budge for your online marketing? 15. How soon are you looking to launch your online marketing campaign? 16. To what extent is top level management is involved with digital marketing strategy?
Powergrid currently having a website which is a showcase that provides information about company, its services, credentials and ease of doing its functions like recruitment, online inspection etc. It can reach to customers through emails, online advertisements and create CRM. It can promote its services, brand and increase its revenue and profit margins. Digital Marketing
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They produce content for providing services in fields of bulk power transmission, sub-transmission and power distribution, infrastructure along with telecom (under brand name powertel) and smart grid solutions. They provide services for state utilities, telecom, mobile service providers, and long term open access customer and attract international clients and investors. Powergrid is doing advertisement through traditional way of marketing such as newspaper ads, magazines, and exhibitions and also does advertisement through online, emails and websites. Aim of powergrid to attract national and international clients, more of construction in all around world and investors etc. Powergrid is using online marketing services such as social media marketing, press release for their content. Policies and terms and conditions in powergrid for digital marketing: Increase in digital marketing is envisaged in future, as and when competition ripens in power transmission and telecom services. No formal policies are framed so far. For digital marketing Information department take care for website and corporate communications for advertisements. Role of digital marketing in earning profit: - Generating awareness about company’s available products/services and capabilities & credentials will surely result in increase in topline. Since marginal cost of providing services as low therefore wide publicity will result in more customers, larger margins and handsome returns and profits. Investment for digital marketing in powergrid: - Company has recently updated its website and made it customer friendly. It also put advertisements in other websites, keeping in mind its business interests. Figures about expenditures are not available separately for digital marketing. External agencies are involved along with in house expertise to create its website.
Conclusion
Google Ad Words is Google's online advertising program that lets you reach new customers and grow your business. Digital Marketing
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With Ad Words, you choose where your ad appears, set a budget you're comfortable with, and measure the impact of your Ad. There's no minimum spending commitment. You can pause or stop anytime. With Google Ad Words, you can reach people as they search for words or phrases (which we call keywords) or browse websites with themes related to your business. .Your ad can appear on Google and its partner websites. With cost-per-click (CPC) bidding, you're charged only when someone clicks your Ad.They are a performance driven Digital Marketing agency specialising in PPC, SEO, Social and Mobile Marketing. They believe every client has a right to get the most out of their marketing investment and the highest quality of service. As per GLOBAL ADWARD 24X7, they love our people- they are their biggest asset and the best in the business. With Global ad24X7 they will have a dedicated (and Google qualified) PPC account manager who works on your campaign from day one. But in nowfloats technologies private limited is came up with the app so that you can easily upload your website and if not then website developer will upload their website with suitable template according to their related field which is free of cost. But every business is existing for earning profit. So there are different packages which global adward and nowfloats provides for their clients: In Adword starter package includes Adword Starter Pro Package Landing page: 5 page website Domain and Hosting for 1year Domain and Hosting for 1year Click on Google Adword worth Rs. Click on Google Adword worth Rs. 10,000 15,000 Package amount: Rs. 15000 + Contextual Ad’s on Google Content service tax Network Package Amount: Rs. 20,000 + service tax Adword Professional Package Adword Enterprise Package 12 pages website 15 pages website Click on Google Adword worth Rs. Click on Google Adword worth Rs. 25,000 40,000 Domain and Hosting for 1year Domain and Hosting for 1year Contextual Ad’s on Google Content Contextual Ad’s on Google Content Network Network Mobile Advertisements Search Mobile Advertisements Search Network Network Package Amount: Rs. 25,000 + Remarketing Package Amount: Rs. 50,000 + service tax Digital Marketing
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service tax
Annual Package’s Annual Package (Search and Display Annual Package Network) 15 pages website 15 pages website Domain and Hosting for 1year Domain and Hosting for 1year Contextual Ad’s on Google Content Contextual Ad’s on Google Network Content Network Mobile Advertisements Search Mobile Advertisements Search Network Network Package Amount: Rs. 1,30,000 + Remarketing Display Ads on Google Content service tax Network Package Amount: Rs. 50,000 + service tax
Terms and Conditions Service Tax (14%) is applicable Payment terms for Adword : 100% Advance All Payment to be made in favour of Global Ad 24X7
Where nowfloats provides Premium subscription Our premium subscriptions are purchased primarily by businesses, organizations and professionals in a variety of fields, such as art, finance, entertainment, music, beauty, sports, restaurants, hotels or news. Premium subscriptions are not concentrated in any particular field. Our premium subscriptions offer all of the features of our Wix Editor, but also include features tailored to business’ needs, such as eCommerce and appointment applications, and marketing tools such as Google Analytics and mailing lists. Our premium subscriptions also offer storage and bandwidth for our users’ data and premium technical support services. We also offer ad vouchers with certain of our premium subscriptions, which allow users to expand their digital presence by advertising their pages on third-party sites, such as Facebook and Google.
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Comparison of sales of Global Adword and nowfloats technologies private limited
Nowfloats technologies Global Adword private limited Rs. in lakhs Rs.in lakhs 34,443 43,690 65,216 50,500 115,733 59,060
Year’s 2012 2013 2014
140000 120000 100000 80000
Nowfloats technologies private limited
60000
Global Adword
40000 20000 0 Year’s
Digital Marketing
2012
2013
2014
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Digital marketing continues to evolve and as long as technology continues to advance, digital marketing will as well. Benefit to using digital marketing is that the results are much easier to measure; and another is that a digital campaign can reach an infinite audience. It is also possible to tailor a digital campaign to reach a local audience but it can also be used on the web and reach the entire globe when appropriate. Digital marketing is also a very interactive means of reaching an audience since it makes use of social outlets. There can be plenty of direct contact between the audience and the business which means that the business can get some very valuable consumer feedback. One of the disadvantages to using digital media marketing strategies is that it can take some time to realize measurable success. It delivers immediate results: These marketing tools help business to carry off benefits than other marketing tools. It connects your business very efficiently with your targeted customers. It is cost effective: Compared to traditional mass media marketing, internet marketing is much more cost effective. Internet marketing also does not require any large amount of investment as business used to invest with traditional mass media in past. Internet marketing is much cheaper than traditional mass media channels. Sometimes website can generate traffic for free. It can reach wider or even international audience : Now days, all internet marketing activities are done online, businesses are not bound by brick-and-mortar limitations when it comes to reaching out to a wider audience. Now the world just became smaller with internet and reaching business from one part of the world market to another as if they are just a few blocks away from each other. Geographical distances are now meaningless with internet marketing, and allowing businesses to reach and interact with targeted customers more than they could ever use traditional marketing methods. It helps in building relationship with targeted customers: Traditional marketing is one way and there is very limited or no interaction between an advertiser and end customers. But with internet marketing, now it is possible for advertiser being able to engage and interact with targeted customers. It can help build better customer-supplier relationships and build higher levels of trust and generate great customer loyalty that benefits for both the business and end customers as well. Available 24/7: The World Wide Web never sleeps and so does Internet marketing, allowing business with little resources to sustain a physical 24-hour operations to compete in the digital marketplace using Internet marketing tools that can run virtually 24 hours a day and 7 days a week.
Bibliography Digital Marketing
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https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=digital+marketing+ https://en.wikipedia.org/wiki/Digital_marketing https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=global+adwords https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=nowfloats+technologies+pvt+ltd Marketing strategies Understanding of digital marketing – by Damin Rayan, Calvin-online https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=objectives+of+digital+marketing https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=traditional+marketing+definition http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing25573.html https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=modern+marketing+definition https://www.google.co.in/? gfe_rd=cr&ei=P6TVfHmO6bv8wehnoGYBg#q=traditional+marketing+vs+digital +marketing http://www.businesszone.co.uk/community-voice/blogs/robbo75/10-benefits-ofdigital-marketing-v-traditional-marketing
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