Google Ads presents a tremendous opportunity for shoe companies to promote their brand and products by targeting potential customers actively searching for footwear online. Running successful Google Ads campaigns requires in-depth expertise in areas like keyword research, ad copywriting, campaign optimization, and analytics integration. While a DIY approach may seem tempting, Choosing A Google Ads Agency like Websites That Sell specializing in shoe brand Google Ads management is key to maximizing your return on ad spend.
However, not all Google Ads agencies are created equal. Finding one with proven experience successfully driving traffic, leads, and sales specifically for footwear companies takes research. There are key factors to look for when evaluating prospective Google Ads management partners for your shoe brand.
Verify Experience Optimizing Shoe Company Ads
Look for proven success managing Google campaigns specifically for footwear brands like yours. Relevant niche experience translates to better campaign performance. Ask for case studies and examples of ads they’ve created.
Request a Comprehensive Keyword Analysis
The top agencies will do in-depth research on relevant keywords for your shoe styles, brand names, and target customer demographics. These insights inform highly targeted ad copy, landing pages, and targeting.
Evaluate Their Google Shopping Abilities
Google Shoррing аԁs ԁrive signifiсаnt trаffiс аnԁ сonversions by showing your рroԁuсts in seаrсh results. Ensure the аgenсy is highly skilleԁ аt setting uр аnԁ oрtimizing Shoррing саmраigns.
Confirm Integration with Google Analytics
Your аԁs рerformаnсe should be oрtimizeԁ bаseԁ on website аnаlytiсs like toр lаnԁing раges аnԁ сonversion funnels. Verify the аgenсy асtively integrаtes Google Anаlytiсs ԁаtа into саmраign ԁeсisions
Assess Campaign Management Process
Ask in ԁetаil how they struсture саmраigns, mаnаge biԁs, сreаte аԁ сoрy аnԁ imаgery, tаrget сustomer segments, аnԁ reрort on рerformаnсe. Look for hаnԁs-on mаnаgement аnԁ oрtimizаtion.
Review Sample Ad Creative
Evaluate sample ad copy and display formats the agency has designed, both text and visuals. Creative should align with your brand style and appeal directly to your target customer interests.
Compare Pricing Models
Budget-friendly options like cost-per-click rather than agency retainers give you flexibility. Review if any minimum monthly ad spend commitments apply. Understand all fees.
Verify Ongoing Optimization
Google Ads requires constant fine tuning as products change. Ensure the agency actively monitors, tests and optimizes your campaigns frequently for maximum results.
Evаluаte Suррort for Exраnԁeԁ Cаmраigns
As your business grows, саn they sсаle your саmраigns uр асross Google’s full suite inсluԁing Shoррing, Seаrсh, Disрlаy аnԁ even YouTube viԁeo аԁs?
Request Client Referenсes
Tаlk to сurrent сlients using the аgenсy аbout their exрerienсe аnԁ рerformаnсe. Soliԁ referenсes inԁiсаte аn estаblisheԁ serviсe reрutаtion аnԁ sаtisfieԁ сustomers.
Conсlusion:
In аn inсreаsingly ԁigitаl retаil mаrketрlасe, the right Google Aԁs аgenсy рroviԁes а strаtegiс аԁvаntаge for shoe сomраnies аiming to сonneсt with moԁern сustomers online. They hаnԁle аll the intensive саmраign mаnаgement ԁetаils, аllowing you to сonсentrаte on your рroԁuсts аnԁ serviсe. Investing in а ԁаtа-ԁriven, oрtimizeԁ Google Aԁs рresenсe fuels brаnԁ growth by рutting your shoes in front of motivаteԁ shoррers ԁuring their рroԁuсt seаrсhes. With аn аgenсy раrtner intimаtely fаmiliаr with рromoting footweаr brаnԁs through tаrgeteԁ аԁ саmраigns, you саn сonfiԁently enhаnсe your online visibility аnԁ сonversions.
Maintaining an engaging online presence does not necessitate breaking budgets. Whether an individual sharing interests publicly or small business targeting growth, this guide highlights techniques allowing website owners to realize substantial savings without compromising performance or reliability when selecting hosting services.
Prioritizing needs first and favoring value over sheer costs paves the path to strategic hosting decisions.
When conceptualizing something as ambitious as becoming your own web developer building a personal blog, first clarify the functionality and traffic volumes truly required before fixating on vendors or prices. Rather than immediately diving into feature checklists, honestly map expected functionality milestones over time.
If solely sharing casual interests publicly, relatively basic shared hosting and out-of-the-box site builders likely suffice initially. However, anticipating more advanced capabilities eventually like customized designs, lead generation forms, or mailing lists informs suitable hosting decisions upfront, able to scale smoothly without disruption when the urge strikes to expand beyond simple blogging.
Resist fixating prematurely on technical specifications without clarity surrounding long-term aspirations. Those maintaining personal sites themselves tend to more realistically gauge hosting needs, able to now sustain growth trajectories on the horizon.
Understanding Hosting Infrastructure Options
When researching hosting solutions, terminologies like dedicated servers, virtual private servers, shared hosting and cloud infrastructure refer to different web hosting models that allocate computing resources and distribute them across customer accounts in various ways. Shared hosting allows hundreds of sites to leverage common capacity with cost staying low but performance inconsistencies likely.
Virtual private servers reserve partitioned capacity sets for more consistency. Dedicated hardware gets assigned per account for maximum control and security, albeit at higher prices. Cloud infrastructure expands capacity dynamically leveraging shared data centers.
Weighing factors like traffic patterns, cost limitations, complexity and security needs determines optimal configurations fitting goals. Simpler blogs thrive on shared servers while ecommerce sites processing payments warrant dedicated segregation despite higher fees reflecting expenses solely for one site. Frequently reevaluate selected approaches as website needs evolve over time.
Consider Shared Hosting
If launching a personal site or small business online presence entails relatively low visitor traffic for now, shared web hosting merits strong consideration from cost and convenience standpoints. With shared services, resources like server CPU cycles, RAM, and storage get distributed across customer accounts hosted on common infrastructure.
Costs understandably decrease substantially under this model compared to dedicated single-tenant servers. However, note that shared tenancy also risks instability or performance drops should other sites on the server observe traffic spikes. But for most simple, low-volume scenarios, huge cost savings outweigh the risks.
Bountii and Hosting Discounts
Countless websites out there are dedicated to providing discount codes for web hosting services. Bountii, for example, works with several big-name hosting providers to offer exclusive deals to its users.
It’s always a good idea to keep an eye out for these sites and see if any have discounts available for your chosen hosting provider.
Remember though that the cheapest option isn’t always the best choice. Always consider the quality of service you’ll be receiving in exchange for your money.
Free Web Hosting Prospects
While free web hosting may sound too good to be true, there are some decent options out there. Free hosting platforms can be an excellent start for those just getting their feet wet in creating websites.
They often come with easy-to-use interfaces, which is perfect for beginners learning how to design and manage a site. However, they usually offer limited resources like storage space, speed, and uptime rates.
As such, free web hosting might not be a viable long-term solution but could serve as a stepping stone towards using more advanced hosting services.
Understand Email Hosting
While most web hosting packages include email service, some plans charge extra for it. Hence, when opting for these email hosting plans, you will save money if you use a free service like Gmail.
Using this approach will not only cut costs but also let you benefit from advanced email management features provided by these services. However, for those looking for a more professional setup, using your domain name in your email address is beneficial.
So, carefully evaluate your needs and consider the best choice depending on whether you want to focus on costs or professionalism.
Avoid Expensive Upgrades
Web hosts occasionally inundate account holders with urgent-sounding offers for upgraded infrastructure promising improved site speeds, storage, or new features. However, terms like SSD storage, dedicated servers, and optimized caching likely sound foreign to many. Before assuming claims around better performance justify expensive recurring fees, first confirm full comprehension around what exactly gets enhanced.
For example, migrating site files from standard hard disks to ultrafast SSD storage can accelerate asset delivery and page loading dramatically. However, if visitor volumes remain relatively low, any perceptible improvements get negated.
Learn precisely which metrics indicate true need before agreeing to upgraded packages that unnecessarily bloat budgets.
Select Right Server Location
The location of the server could significantly influence the website’s loading speed and SEO ranking. While most businesses select a server close to their target audience to enhance site speed and user experience, others may choose based on the cost factor.
Pick service providers that support multiple server locations as it allows flexibility in managing costs as well as reaching global audiences effectively.
Prioritize between price and website speed when making a final decision about your server location.
Understanding Cyber Threats
With web properties growing more sophisticated, heightened awareness surrounding cyber attacks and threat vectors becomes essential when selecting hosting services. Top-tier providers readily disclose extra security measures improving defenses for hosted workloads – whether web application firewalls, intrusion detection systems, or comprehensive monitoring.
Prioritizing direct discussions around latest attack methodologies and insisting on transparency into providers’ breach histories, responsible actions taken afterwards significantly strengthens preparations when evaluating options. Even meticulously hardened architectures risk eventually facing intrusions in this increasingly interconnected world.
But discovering specifics on detection and response capabilities equips website owners to make informed hosting decisions amid this ever-evolving threat landscape.
Finding Reusable Coupons
Besides scouring the internet for discount codes and deals in various web hosting service providers, look for reusable coupons specifically. Some websites not only provide instant discounts on purchases but also offer coupons for renewals.
This kind of approach will help you manage and maintain your website’s expenses continuously and not just at the time of purchase.
So, investing time in finding these coupons could save you a few bucks here and there in the long run.
Review Contract Terms Carefully
It’s crucial to thoroughly review the contract terms before purchasing any web hosting package. Look into details like refund policies, plan transfers or cancellations, and contract renewal pricing.
Failing to understand these terms fully could fetch surprise charges at a later time or bind you to an unsatisfactory multi-year contract. Make sure any possible future changes to your business structure don’t violate the contract terms either.
Maintaining transparency with your web host concerning your business operations helps avoid unnecessary complications later on.
In a Nutshell
This guide has covered numerous ways you can implement to save money while making decisions concerning web hosting. From understanding your specific website needs, considering shared versus dedicated hosting options, utilizing online discounts or promos to being careful with the server location choices — each strategy comes with its benefits based upon individual requirements and goals.
The key takeaway from this guide should be understanding that saving money on web hosting doesn’t necessarily mean compromising quality or service standards. With a little research and foresight, you can find affordable solutions which meet your unique needs paying-off in big savings over time.
The fastest e-Commerce approach possible is digital marketing. In this marketing technique, we can purchase or sell quickly. With the aid of digital marketing, you can meet the widest possible audience or client, and you can do it quickly. It is extremely relevant in today’s commerce environment. This technology improves the pace and accuracy of our operations. Orthodox offline marketing strategies are much more expensive than digital marketing. However, one of the most significant advantages of digital marketing is the simplicity with which effects can be measured and controlled. You can easily view consumer reaction rates and calculate the effectiveness of your marketing strategy in real-time, allowing you to prepare more efficiently for the next one, rather than doing costly customer analysis. This paper attempted to emphasise the significance of digital marketing in the modern world.
Keywords: digital marketing, leadership, technology, organization
INTRODUCTION
The terms “digital marketing” and “internet marketing” are often interchanged. The practise of advertising a company, service, or commodity on the internet is known as digital marketing. Simply put, digital marketing varies from conventional marketing in that it employs online platforms and strategies to enable companies and organisations to track the progress of their marketing efforts, sometimes in real time, in order to better understand what works and what doesn’t. Most businesses also established an online presence in the twenty-first century. E-mail was often used, and technologies allowed citizens to manage it quite quickly.
For a long time, databases were managed using customer relationship management (CRM) systems. Such firms used a similar tactic to press ads by posting posters on websites. Forward-thinking businesses were developing their search engine strategies and also collaborating with affiliates. Much of this was internet marketing, and it was just a matter of time before online marketing departments and experts appeared. 2016 (Kingsnorth). The most popular form of digital marketing is the company’s website, which serves as the hub for all of the company’s online operations. Email marketing, search engine optimization (SEO), pay-per-click (PPC) advertisements, and social networking are both used by savvy advertisers to direct eligible traffic to a website or attract return visits and purchases.
Digital marketing is the use of one or more types of social communication to promote goods or brands. ‘Online marketing,’ ‘internet marketing,’ and ‘mobile marketing’ are also terms used to describe digital marketing. The word “internet marketing” has gained in popularity in recent years, particularly in some countries. In the United States, internet marketing is still popular; in Italy, it is known as web marketing; but, in the United Kingdom and across the world, digital marketing has been the most common concept. Digital marketing is a form of marketing that places and sells goods using digital technologies.
Consumers already have access to content at any moment and from any location thanks to the widespread use of digital media. The use of the internet continues to grow across the world, with digital marketing being a more significant source of strategic advantage in both B2C and B2B environments. There has been a lot of emphasis on the enormous opportunity that digital marketing offers, but there has been no focus on the actual obstacles that businesses face as they go digital. Digital marketing refers to the promotion of goods or services through the use of digital media, such as the Internet, smart phones, display ads, and some other digital tool. The Internet is a participatory tool. It facilitates the trade of currencies, but it also facilitates the exchange of money.
On the Internet, a company may obtain value from its customers in the form of time, attention, and activism. Value may be applied to the consumer in the context of fun, enlightenment, and utility; content marketing is one effective way to do so. The concepts of conventional marketing are built on and adapted in a modern marketing approach that takes advantage of the possibilities and challenges presented by the digital medium. A digital media approach can be iterated and evolved on a regular basis. Digital marketers can be actively optimising and refining their web marketing campaigns because the Internet provides for near-instantaneous input and data collection.
CHANNELS OF DIGITAL MARKETING
The digital marketing industry has developed a number of digital marketing channels to assist advertisers in attracting the appropriate customer to the good or service being promoted. This surge in digital media necessitates a brand’s need to have a strong online presence and project a picture that is consistent with the medium being utilised, as well as their vision and goal. As a result, it’s critical to consider not just what digital marketing can do with your brand or company, but also the variety of different digital marketing platforms and how to use them effectively.
It is critical to understand the digital media platforms in which your company or enterprise has to be sold in order for a digital marketing strategy to be rock strong to deliver as intended. Not every medium or digital marketing network is appropriate for companies and products across sectors and markets. The best digital marketing channel for your brand or industry is often determined by the business priorities of your company. If your aim is to produce leads for your business and you’re a B2B company, it’s more practical to use websites that are focused on business and provide functionality that will assist you in generating leads.
EMAIL MARKETING
Email marketing, as the term implies, is a digital marketing channel that uses emails to promote products and companies. Although email marketing has the potential of ending up in the Spam archive, it is also an effective way to increase your brand’s or business’s exposure. Not only is email marketing used to raise brand interest, but it’s often used to create leads, showcase product deals, send out emails, and more.
SEARCH ENGINE MARKETING
SEM, or Search Engine Marketing, occupies the ground that SEO leaves unexplored: paying traffic from search engines. SEM allows you to buy ad space on a user’s search engine results page (SERP). Google AdWords is the most widely used paying search site. And there’s Bing Advertising. The search engine costs a marketer a set fee to position an advertisement in several locations on a SERP based on certain keywords or phrases. Pay-per-click ads, or PPC, is an example of SEM.
PPC is a form of digital marketing in which a business is charged by search engines each time their ad is clicked. In recent months, social media sites have begun to use PPC ads. These advertisements appear in the news feeds of a company’s target market. This system provides an excellent illustration of how various forms of digital marketing interact to shape a comprehensive digital marketing plan. In this case, SEM and social network ads are intertwined.
AFFILIATE MARKETING
The method of paying for conversions is referred to as affiliate marketing. Consider it as though you were recruiting a salesperson to promote a goods or service. A commission is paid to the affiliate. For affiliate marketing, you set the rate. Conversions are the one thing you have to budget for. Which ensures the affiliate marketing has no upfront costs. Affiliate marketing is used by many blogs and e-commerce portals. Ensure that all of your terms and boundaries are discussed when you decide to use affiliate marketing. Since the affiliate is a representative of your business, you want them to spread the word about it. Consider what terms you’d like the affiliate to use. You would, of course, make the contract work with the affiliate as well.
INFLUENCER MARKETING
Influencer marketing is one of the most recent forms of digital advertising. To boost traffic and purchases, influencer marketing employs individuals with a large online following who are deemed specialists by the target market. Influencer marketing is widely used on social networking platforms such as Instagram and Snapchat. Companies pay Instagram users with wide followings to advertise their product by sharing one or more images with it. Companies are also engaging in Instagram or Snap chat “takeovers,” in which a hired influencer takes ownership over the company’s social networking site for a set period of time, usually a day.
This influencer takeovers bring the influencer’s audience to your social networking platforms, resulting in more potential fans and exclusive views. Before you plan to do business with an influencer, make sure you do your homework on them. You should check their Google analytics to ensure that their audience is genuine and not made up of false accounts.
SOCIAL MEDIA MARKETING
Social media marketing is one of the most common forms of digital marketing. The growth of social media sites such as Facebook, Twitter, LinkedIn, Instagram, YouTube, and others has provided a burgeoning arena for companies to engage with customers. As new channels have emerged and developed, each has its own set of benefits that marketers can leverage to enter new audiences. B2B companies will profit from LinkedIn, whereas B2C businesses have a variety of sites to pick from, based on their target demographic and the types of content they will create.
PPC (PAY PER CLICK)
The handling of paying advertisements in a search engine’s search results is classified as search, or PPC. These paying advertisements are usually shown above or to the right of the ‘organic’ search results, and they may be very cost efficient. When you pay per view, you only pay when a potential buyer clicks on your advertisement. You will keep the costs under check by having a regular budget of, say, €5.
ONLINE ADVERTISING
Since you are posting on other people’s blogs, online advertising varies from PPC. For example, you may like to purchase banner space on a particular website and compensate the website owner depending on the amount of impressions or clicks the advertisement gets.
Some specific benefits of digital marketing include:
1. Low-cost: You can quickly plan a viable internet marketing campaign inside your budget while using digital marketing, which is a low-cost tactic as compared to other promotional platforms such as radio, television, and others. A well-executed digital media strategy will target a wider audience with less money than conventional marketing strategies.
2. Increased exposure: With a modest commitment, turn to a digital media strategy to reach a larger number of prospects. Find yourself where the target customers are looking. When you use digital ads, you can see long-term effects.
3. Save Time: Through digital ads, you will get real-time results in a short amount of time. For both of us, time is valuable, so why waste even a nanosecond? You will see the number of visits to the platform, the conversion rate, the peak trading hour, how many subscribers have added you in a day, and more through digital marketing.
4. Social currency: Using various forms of advertising, digital marketing allows you to build entertaining campaigns. These campaigns have the potential to go viral on social media sites, spreading from one individual to the next and attracting social capital.
5. Identity Building: Any company strives to create a strong brand, and digital media will benefit by spreading it through all channels. The more viral your brand becomes, the better credibility it can gain in the eyes of both search engines and consumers.
Challenges facing digital marketers
• The growth in new channels. Consumers communicate with a number of interactive platforms and technologies that use a variety of standards, parameters, and interfaces, and they interact with those products in a variety of forms and for a variety of reasons.
• Increasing the level of rivalry As opposed to conventional media, digital platforms are comparatively inexpensive, rendering them accessible to almost any enterprise of any scale. As a consequence, capturing the interest of customers is becoming more difficult.
• Data sizes are exploding. In digital platforms, consumers leave a massive data trail. It’s extraordinarily difficult to keep track of all that data, let alone locate the correct data inside exploding data quantities to aid in decision-making.
ONLINE ADVERTISING: INDIAN PERSPECTIVES
In India, online advertisement is still in its infancy, although it has already established itself in other parts of the world. India’s online advertisement market share is minuscule in comparison to the rest of the world. However, in developed countries such as India, Internet users are increasingly increasing, and the country has enormous potential. Leading marketers in India are beginning to advertise online, albeit at a sluggish rate. Indian businesses are now taking a keen interest in using the internet to promote their goods and services. Finance is already the most dominant industry of online advertisement, accounting for roughly 40% of overall online advertising in India.
HDFC, Citibank, SBI, and UTI are some of the leading companies in this field. FMCG products have just recently begun to arrive, driven by firms such as Hindustan Lever, Procter and Gamble, and others. India has one of the world’s fastest expanding economies. According to the Economic Survey of India, India’s Gross Domestic Product (GDP) will rise at a pace of 6% in fiscal year 2013-14. India’s rapid development after the 1991 implementation of the Industrial Policy, along with the recent economic downturn in industrialised western countries, has rendered it one of the most sought-after investment destinations on the planet.
In addition, a vast population with steadily growing buying power has culminated in a massive and profitable industry. This bodes well for the Indian advertising industry, which is now looking to leverage the internet’s benefits to boost its development. For the financial year 2009-10, the total online advertising market in India was estimated at INR 785 crores, and it is expected to expand in the coming financial year. This is a significant growth of nearly 26% from the preceding fiscal year.
Display advertisements account for the majority of this revenue generation, accompanied by text advertisements: display advertisements contributed INR 417 crores to overall revenues raised by the industry in 2009-10, while text advertisements contributed INR 368 crores. In the financial year 2013-14, display advertisements are expected to increase by 30%, led by text advertisements, which are expected to grow by 26% over the same time. In comparison to industrialised western countries, India’s internet advertisement industry is also insignificant. Online advertisement is one of the most often discussed topics in the advertising sector. Because of its many benefits over conventional ways of advertisement, online advertising has now become a huge sensation in developed countries, drawing both marketers and customers. “The Internet has been the most fundamental improvement throughout my lifespan and for hundreds of years,” Rupert Murdoch famously said. This argument, coming from one of our time’s most powerful figures, encapsulates the value of connectivity and media. The Internet has altered the laws of contact as a whole.
Advertisers are no exception to the fact that the internet is the only location that the world needs to be. Advertisers’ the preference for is attributed to the many advantages it has over other modes of advertisement, not because of a rat-race. “You can purchase attention,” said David Meerman Scott, a well-known marketing expert and speaker (advertising). You should beg the public to pay heed to you (PR). You should annoy people one by one and gain their focus (sales). You will also gain exposure by making something useful and fascinating and then freely sharing it online.” David Meerman Scott is a well-known marketing expert and speaker.
While the fact that online advertisement is entirely free could be exaggerated, online advertising’s cost-effectiveness cannot be questioned. Online advertisement strategies are, arguably, contributing to substantial cost savings in merchant-to-consumer purchases. Merchants may use the techniques to bring insights to customers who trust it the most and are most willing to act on it. Online advertisement accounts for almost 9% of all advertising in the United States, according to David Evans’ study paper “The Online Advertising Industry: Economics, Evolution, and Privacy.”
In the United States, online ads began in 1994, when Hot Wired, a web journal, sold a banner ad to AT&T and placed it on their website. The origins of online advertisements are a hotly debated subject among academics. Even though there is a lot of research being done on the subject in industrialised countries like the United States, the amount of advertisement research in India is restricted. There is no evidence available in India on the origins and growth of online ads, and almost no study is currently being conducted on its potential prospects. While there are a few industry-specific reports, there is no genuine empirical study in the field in our region. Except in the global sense, studies in the area of online advertisement did not begin until the late twentieth century.
• Berthon, Pitt, and Watson’s paper in the Journal of Market Science on online advertising is widely regarded as the first genuine research analysis in the area. However, there is a serious scarcity of genuine scientific publications on the subject in India.
Reasons for the growth of online advertising in India
• Web advertising is comparable to other promotional mediums in terms of reaching a vast range of prospective customers worldwide.
• The web page may be changed at any time, and making updates or corrections is easy. • Internet advertising is available 24 hours a day, seven days a week, and 365 days a year.
• Particular interest groups or people may be advertised in online advertisements.
• Convergence of text, audio, images, and animation may be used easily in online advertising.
• As compared to conventional advertising, online advertisements are less expensive. There are no printing or mailing charges, for example.
There are three keys to performance in digital marketing.
What would it mean to do successful digital marketing? Here are three guides to performance in digital marketing:
1. Organize and manage diverse client interactions through a combination of digital and conventional platforms.
2. React to complex consumer encounters and initiate them.
3. Allow smart choices quicker by extracting meaning from big data.
LITERATURE REVIEW
Marketing’s primary goal is to maintain client connections. “Marketing is the operation, collection of institutions, and processes for developing, connecting, distributing, and sharing services that have meaning for consumers, companies, associates, and society at large,” according to the American Marketing Association (AMA). Marketing has two goals: to draw new consumers and to retain and expand existing customers while providing satisfaction. It is a method by which businesses generate value for their consumers and establish long-term, strong consumer relationships in order to derive value from them. Armstrong (2012), p. 8.
Differentiation is a critical component of placement. The product or service is distinguished from related goods or services by distinction. The differentiation phase consists of three steps: defining a series of potential consumer benefit gaps, selecting the appropriate strategic advantages, and deciding on a positioning strategy. The line of goods, programmes, photographs, individuals, and platforms will all be used to differentiate. A competitive edge is achieved through delivering superior value to customers, either by cheaper costs or improved incentives than rivals, which warrant higher prices. Kotler (2013), p. 221.
Armstrong et al. (2012: 226) characterise commodity as “something that may be sold to a consumer for attention, purchase, usage, or use that can fulfil a customer’s wants or needs.” The term “product” refers to more than just physical objects. Physical goals, programmes, activities, people, locations, organisations, concepts, or a combination of these considerations may also be considered. Services receive special consideration because they are so important to the global economy. Services are a kind of intangible commodity that comprises of activities and rewards that are sold but are basically intangible and cannot be owned. 226 (Armstrong 2012).
When launching a product or service, channel participants add value by bridging the significant time, location, and processing differences that distinguish products and services from their customers, according to Armstrong et al. (2012: 328). This may be accomplished by the use of a variety of customer and company marketing platforms, or a mixture of them. User! wholesaler! manufacturer! customer or producer! consumer is an example of a pipe. The first choice has a greater number of intermediaries than the second. As a result, the last one is referred to as a direct marketing channel, while the others are referred to as indirect marketing networks since they include more intermediaries. 326–329. (Armstrong 2012: 326–329)
To consider that a business should use a particular channel, one must first identify a trend of how customers often approach the purchasing process. The buying funnel, also known as the marketing funnel, is used to describe this method. 3) (Haven 2007) The AIDA model (Awareness, Intention, Desire, and Action) outlines the actions a buyer takes before making a buying decision. There are many variations of the buy funnel, but they are all focused on the AIDA model (Awareness, Intention, Desire, and Action). According to Kotler et al. (2013: 161), the consumer goes through five phases while introducing a new product, but in more regular transactions, the buyer skips any of the stages. The standard purchasing funnel outlines the steps that lead to a purchase. Forrester’s model was used as an illustration of this analysis since there are many variations of the model.
DATA ANALYSIS
SEX
Responses
Number of respondents
Male
60
Female
40
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 60 were male while 40 respondents were female respondents.
AGE GROUP
Responses
Number of respondents
18-30years
40
31-45years
50
Above 45years
10
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 40 respondents are of age group between 18- 30 years old and another 50 respondents are of age group between 31-45 years old and the remaining 10 respondents are of age above 45 years.
OCCUPATION
Responses
Number of respondents
Student
10
Working in private firm
25
Working in government firm
50
Retired
15
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 10 respondents are students while 25 respondents are working in private firm and the another 50 respondents are working in government firms and the remaining 15 respondents are of retired class.
ANNUAL INCOME
Responses
Number of respondents
>3lacs
20
3.1- 6lacs
60
<6lacs
20
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 20 respondents are less than 3lacs while 60 respondents have an annual income between 3.1-6lacs and the remaining 20 respondents have an annual income above 6lacs.
Q5. Organization’s HR executives use digital marketing for fulfilling all the business needs and strategies?
Responses
Number of respondents
Strongly agree
30
Agree
20
neutral
5
Disagree
30
Strongly disagree
15
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 30 respondents strongly agree and 20 respondents agree with this point while 5 are neutral about this statement and other 30 respondents disagree with this statement and the remaining 15 respondents strongly disagree with the statement.
Q6. Efforts are required to create awareness amongst the employees about the organization’s financial position, customer needs, quality of product/ services, cost, etc.
Responses
Number of respondents
Strongly agree
40
Agree
15
Neutral
5
Disagree
15
Strongly disagree
25
Data interpretation
`The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 40 respondents strongly agree that the efforts are required to create awareness amongst the employees about the organization while 15 respondents agree with the same thing and other 15 respondents disagree with the statement and the remaining 25 respondents strongly disagree with the above statement.
Q7. Is digital marketing essential for proper functioning of the organization?
Response
Number of respondents
Strongly agree
35
Agree
20
Neutral
10
Disagree
15
Strongly disagree
20
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 35 respondents strongly agree with the statement and 20 respondents agree while 10 respondents neutral and 15 respondents disagree with the statement and lastly the remaining 20 respondents strongly disagree with the statement.
Q8. What all are the responsibilities that a HR has to handle?
Responses
Number of respondents
Unity and balance of responsibilities all the employees of the organization
20
Paychecks and salary related queries
20
Employees problems related to work/ worklife balance
15
None of the above
5
All of the above
40
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 20 respondents responded that unity and responsibilities of all employees is of HR while 20 says the pay related is the responsibility of HR and majority of 40 responsibilities says all of the above.
Q9. Is proper usage of digital marketing essential for the smooth functionality of any organization?
Responses
Number of respondents
Yes
80
No
20
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 80 respondents responded that the digital marketing is important for the smooth functionality of any organization while remaining 20 respondents denied with this justification.
CONCLUSION
The primary goal of the data collection was to investigate the significance of digital marketing in the modern age. What are the different issues that digital marketing faces? It also demonstrated how digital marketing contributed to India’s growth. “Digital marketing plays a critical role in business development. Since it has less resources and money to advertise around the planet. And, if there are any improvements in the product, we will quickly adapt, which creates more exposure than conventional ads. As a result, it plays an important role in product recognition (i.e. especially in New product introducing). We get to use several different kinds of resources in digital marketing, because we have a variety of options.
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SEO stands for SEARCH ENGINE OPTIMISATION, which is the practice of increasing the quantity and quality of traffic to your website
To understand the true meaning of SEO, let’s break that definition down and look at the types of SEO:-
1)QUALITY OF TRAFFIC:- You can attract all the visitors in the world, but if they’re coming to your site because Google tells them you’re a resource for Apple computers when really you’re a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer.
2)QUANTITY OF TRAFFIC:- Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better.
3)ORGANIC RESULTS:- Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don’t have to pay for.
What is SEO market in india:-
The earliest examples of online connectivity were demonstrated with the introduction of Michael Aldrich online shopping system. In the following years, the Thomson Holidays UK was launched, then came the IndiaMART B2B in 1996. It was ultimately in 2007 that the launch of Flipkart, an e-commerce marketing website changed the structure of marketing in India. What followed was a rise in the number of people picking up mobile phones, online shopping, at-home delivery, and internet marketing as a means to popularize the brands. And over the years the Digital Marketing Industry has prospered into bringing a large percent of business online with its promising ability to create a global network and flourish even the small businesses internationally.
According to the International Journal of Advanced Research Foundation, India is undergoing a golden period of digital marketing growth ever since 2013 and the trend continues till 2020 at least. On average an Indian spends about 4-5 hours a day scrolling through social media, emails, and browsers. The growing market of gadgets like smartphones, laptops, tablets, etc has only increased the pace of usage and penetrated the market to make it reach to a wider set of audience. The content on the internet influences the lives of people big time. Display of ideas through images, videos, texts, etc has a sound foundation into the minds of the people which translates into their living. Digital marketing is very much about influencing the audience online with mediums of content to increase a brand’s impact over the audience. The amount of time spent by the people on the internet empowers digital marketers to create impactful strategies to influence consumer behavior. The right strategy converts the audience into sales.
How do GOVERNMENT OF INDIA promotes DIGITAL INDIA:-
From 69 million online shoppers in 2016 and more than 100 million in 2017, India has seen a stark rise in the internet population. Ever since the launch of Digital India in 2015 as an initiative to improve online infrastructure and digital empowerment, there has been mushrooming of a complete market of start-ups, services and more than connect people globally! It has resulted in a rise of active internet users, mobile connections, social media traffic and more.
How Do DIGITAL MARKETING was emerged in INDIA:-
Digital marketing has become a genre of business. With more number of businesses opting to create a brand image online and reach out to the audience globally, the technicalities around the internet are also increasing. Websites, blogs, marketing campaigns, SEO strategies, etc have penetrated deep into the metrics of the technicality that influences one’s presence on the internet. As a result, it takes some well-equipped experts to create a social standing for a brand. Over the past decade, the digital marketing agencies and professionals with deep insight into the field have emerged to cater to the needs. With sound skills, imaginative minds and par excellence knowledge of what shall work for a business online – these experts are the flag bearers of digital marketing.
Role of experts in DIGITAL MARKETING:-
Digital marketing is a big umbrella under which the technical, as well as non-technical skills to create a wave of popularity over the internet, is covered. The industry has created a variety of job roles for individuals to seek employment and display their talents. It takes experts from the field of web designing, web development, social media consultants, brand consultants, content writers, graphic designer, artists, etc to come together and collectively work towards creating a visual representation of ideas that is easy to plant into the minds of the audience. As the industry grows, the demand for creative experts in the field is rising too generating more employment in India and making India a hub for IT activities.
What do DIGITAL MARKETING holds in future?
The return on investment for businesses through digital platforms has exceeded than that from real life platforms. Companies are today shifting towards a more digitally empowered set-up to make the most of the golden period of digital marketing that India is witnessing. About 70-80% of the population is dedicated to making purchases online, and e-commerce websites like Flipkart, Amazon, Myntra, etc are making waves with their influence over the market. And all of it in a country that still has about 2/3rd of the population with no access to the internet or smartphones. As the access to the internet over a larger population rises, India is to witness a revolution in terms of digitalization that will soon make India as one of the top markets in the world with the highest numbers of internet users. Online podcasts, web stories, entertainment, sports, business, social awareness and career in India gets more dependent on digital platforms for generating revenue, sharing information and country’s progress, Digital Marketing is becoming a promising industry with rapid career growth, increasing influences, and widespread activities.
Verdict:-SEO market is developing day by day in india. Partnerships and exports are increasing in this sector. As a result, Entrepreneurs are getting profited and giving a scope of Employment
As indicated by one Facebook report, there has been a 70% expansion in time spent on the application in Italy. A March 2020 study of U.S. conducted on online networking users discovered that 43.1% would scroll through Instagram more whenever staying home while 63.7% and 62.3% used YouTube and Facebook, in comparison to the other websites, more.
Presently is a prime chance to develop business accounts by putting out valuable content that doesn’t focus on a hard sell. The objective should rather be to assemble an internet following through:
1) For example, how to extract productivity out of “work from home” and methods of reducing expenses on veggies.
2) Posting harious content of mockery, similar to funny clippings and memes.
3) Collaborating with an influencer. 63% of shoppers trust influencers more than brands and COVID-19 has allowed influencers over a wide scope of ventures to make their administrations accessible at a sensible cost.
With relatively little expense and exertion, an organization can understand results that keep on profiting them long after the situation improves.
GENERATING MARKETING SCHEMES OVER THE WEB
Online campaigns help to spread the word about their businesses and the new ways of functioning, with less amount of time and effort invested, than asking their regular set of customers to do so.
This can be achieved through Smart bidding like Google Ads, Content Marketing and Coupons designed from Easy Promo Or Woobox
CARRYING OUT DAY-TO-DAY OPERATIONS ONLINE
There are not many organisations can transition their day-to-day functioning using internet. However due to the availability of video conferencing facilities like Zoom and Google Meet, there can still be interactions between the customers and the buyers.
Orders of groceries and other essentials can be taken online, education through schools and Institutions is being provided online and live tutorials and sessions are being conducted in which clients are asked to make the payments online. There are several other courses available on digital marketing too which can be availed to enhance the speed of the working staff and enable them to make the most out of the present situation.
WHAT’S IN IT FOR YOUR BUSINESS?
Numerous organizations are curtailing their showcasing endeavors due to COVID-19, however what they should do is multiply while making the most of the new open doors that are springing up.
This accentuation on digital marketing isn’t something that they’ll need to back off on once the lockdown is over. Internet shopping won’t stop at any point in the near future, and most organizations will find that online associations are more helpful than in-person interactions.
While it might be viewed right now as an alternate course of action, when the pandemic is over, everybody will probably understand that it’s much more than that.
On the off chance that a very much upgraded site, all around arranged advertising devices, and selection of virtual interchanges can get an organization through one of the most exceedingly terrible crises in present day times, for what reason can’t digital-based promoting make its all intents and purposes relentless?
Presently is a lucky opportunity to put resources into longer-term venture channels, especially if an advertising expenditure plan can be rearranged towards that path.
The global market is chaotic and questionable now, so outbound strategies can presumably be moved to working out inbound resources, similar to the organization blog.
For instance:
1) Making announcements on the home webpage passing information that the business is willing to support its customers. Incorporating a connecting link to a FAQ where clients can get more data about assistance hours and delivery options.
2) Reorganising product/services or administration pages with new illustrations and portrayals. Brief specials or discount offers could be made to maximise the orders.
3) Setting up an internet business framework for taking on the web orders. Major web hosts have incorporated Stripe integration in their progressed facilitating packages. Local companies and small businesses can likewise opt for Shopify or Etsy, which have e-commerce facilities. Many individuals also use Paypal. Managing account there can also speeden up the growth of orders.
Businesses that have generally sold items to customers from shops/stores only may scrutinize the intelligence of building advanced resources like an online store, accepting that they can’t contend progressively with bigger, established portals like Amazon.
Notwithstanding, due to over-crowding in web based shopping and much-expanded social networking, individuals are currently holding up longer than even a month to receive their Amazon packages, and no one’s upbeat about it.
In the event if people discover that an independent business is selling what they require and that they’ll receive it quicker without prolonged delays, they’ll be up for it instantly.
TAKING FIRST STEPS WITH SEO MARKETING
The pandemic has transformed the way customers approach the idea of shopping. Roughly 47% expressed that they are staying away from shopping centers and strip malls in an online poll.
Then again, SEO is experiencing a gradual upward trend, with certain brands announcing a noteworthy increment in their search visibiility from January-March 2020.
Suggested steps towards creating an impactful SEO procedure during Coronoavirus pandemic are as follows:
1) Content creation intended to fabricate trust.
COVID prevention measures have made purchasers increasingly pessimistic. As per a Forrester report, they don’t confide in organizations to finish on guarantees. Brand messages should be created with the goal to instruct, advise, and console rather than gruffly requesting a buy.
2) Adapting a “take-charge” attitude while dealing with the corporate web.
It is significant for organizations to deliberately deal with their online brands. Refreshing item accessibility, keeping the Google My Business page current and keeping client information secure would all be able to put forth the picture of a reliable business. ATTRACTING AUDIENCE ON SOCIAL MEDIA
An ever increasing number of individuals are managing self-isolation by going on the web to get access to recent news, look for data, and engage themselves.Hence, business social media pages can be easily promoted.
Some issues tend to just disappear if they don’t receive our attention for a longer period of time. However, the coronavirus pandemic is a mammoth issue for the companies all over the world. It is becoming extremely troublesome to just let go of the problem for it is hugely influencing the way business is being carried out globally.
Furthermore, a lot of businessmen, managers and directors are finding it difficult to bring about a change in their marketing strategies so as to get used to this short-term “new normal”.
The possible reasons could be that they maybe still not convinced to adapt to this sense of normalcy with so much going around and them facing their own issues but whatever the reason, this is only going to lead to much bigger problems and could even result in the downfall of their respective companies.
Moreover, handshakes are being replaced by the new norms of digital marketing and remote work forces during the signing of the business deals amongst a handful of other organisations.
These dynamic companies are not only accepting the Covid-19 world with open arms but are also ramparting the need of the hour, the recession resiliency.
HOW HAVE THE BUSINESSES BEEN IMPACTED?
Despite the fact that somehow, every business has been able to keep itself intact amidst the current situation, it hasn’t been any easier for the small startups due to the lack of capital or reserves to sustain their existence especially those which were massively dependent on physical interactions like beauty salons, fashion boutiques, Health Care Centres for yoga etc.
Since these startups were habituated to getting constant customer reviews and then stimulating their growth, they are now afflicted by colossal losses to such an extent that their spontaneous takeaway on this entire situation has been to minimise the product marketing expenditure which should have otherwise been to explore much innovative methods.
All the types of businesses irrespective of their magnitude of growth can easily extract benefits out of digital marketing. The only thing that needs to be done is to bring about a small change in the route of reaching their customers i.e by making business accounts on social media to ensure the prolonged survival of their businesses.
Because customers are in immediate need of all sorts of products but they cannot step out of their homes so the only way to flourish is by doing business digitally.
THE FIRST STEPS TO CARRYING OUT A BUSINESS ONLINE
In the pre Covid era, every customer was well aware of the the “best” that every local business had to offer. Now as we take the present situation into consideration, some of these local businesses have been shutdown after being categorised as “non essential”. Also, the customers are not informed that whether or not they can still continue to buy products from their local favorites as there is a huge question mark on them being still in business.
So now this is the time that these affected startups and local businesses grab most of the opportunity and make this bold decision to step out from the confining walls of their stores and expose themselves to new horizons by establishing their accounts on social media and connecting with customers all over.
CONNECTING WITH CUSTOMERS
Given below are enlisted three steps which are crucial in springing up that link between the buyer and the seller and keeping the momentum going to ensure the business continuity and also building strong connections by adhering to the technological aspects of the process.
1) The first email: If the delivery of products like milk, groceries etc has been affected by Covid 19, the business should make an effort to inform its customers via Email or WhatsApp briefing about the new changes.
2) Updating about post-corona functioning on existing platforms: Businesses who already own emails or other digital communication facilities should inform their customers about the new methoods of operation.
3) Making announcements: Lastly, a public post on social media needs to be made regarding the resuming of online orders while also briefing about how their business is responding to the pandemic.
P.S~ This is a highly detailed research report that I have done on this topic and hence this is just PART 1 of it so that it doesn’t become too lengthy or monotonous. Next part would be published soon.
International Journal of Research (IJR) 