Digital marketing was defined in Wikipedia as “marketing that makes use of electronic devices(computers) such as personal computers, smart phones, cell phones, tablets and game consolesto engage with customers. Digital marketing applies technologies or platforms such aswebsites, e-mail, apps (classic and mobile) andsocial networks”.Peoples often referred digital marketing as 'online marketing' or 'internet marketing'but it’swrong. Digital marketing revolves around the Internet, which explains why people tend tobelieve that digital marketing and Internet marketing are synonymous.Nonetheless, they are different. Internet marketing falls under the category of digital marketing.Internet marketing encompasses digital marketing services such as search engine optimization,display advertising, and email marketing.
OBJECTIVE OF THE STUDY•Analysing the consumer buying behaviour in digital era Secondary objectives•To know affinity in customers before purchase.•To determine kind of media, would terminate the customer.•To figure out consumption pattern will purchase a product.•To understand post purchase behaviour of consumerSCOPE OF THE STUDY•To understand the element in digital media•To understand the effectiveness of branding through digital media•To understand the effort behind fulfilment of brands objective through campaigns•To choose appropriate media for communication•To maintain relationship with clients•To understand the Target Group for different brandsINDUSTRY ANALYSISThe Indian Media and Entertainment (M&E) Industry, one of the most vibrant and excitingindustries in the world, has had a tremendous impact on the lives and the Indian economy. Asthe M&E industry widens its reach, it plays a critical role in creating awareness on issuesaffecting, channelling the energy of and buildingaspirations among India’s millions. As itentertains and informs the country, the M&E industry has been a catalyst for the growth oflarge parts of the Indian economy. M&E industry consist of TV, Print, Films, Radio, Music,OOH, Animation and VFX, Gaming and Digital Advertising. The FICCI-KPMG 2014 Report'The Stage Is Set' showing the Indian media and entertainment (M&E) industry has grown by11.8 per cent in 2013 while comparing 10 with 2012 and touched Rs 918 billion. It is expectedto touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per cent. By the end of 2014, theindustry is expected to stand at Rs 1039 billion. Additionally, digital advertising has shownpromising growth in 2013 while comparing with 2012, which is about 38.7 per cent, followedby gaming which grew by 25.5 per cent. As for the 2018 prediction: Digital advertising isexpected to lead the CAGR with 27.7 per cent, followed by radio with 18.1 per cent. Gamingand television are expected to register a CAGR of 16.2 per cent each, followed by growth ratesof animation and VFX (15.9 per cent), music (13.2 per cent), films (11.9 per cent) and OOHwith 9.2 per cent expected CAGR.
BUSINESS MODEL OF INDUSTRYATD - Agency Trading DeskDSP - Demand Side PlatformSSP - Selling Side PlatformAbout Process
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