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a project report on
internet as a marketing tool
SUBMITTED BY
__________ College
Submitted to
University of ________
Academic Year
2016 - 2017
PROJECT GUIDE
MR. ______________
Evolution
of Marketing
At the beginning of the century,
social life was mostly local. It was followed by a period in which commodities
were produced on a mass scale. Consumer Marketing operated on mass marketing
principles and business primarily concerned itself with how to build the best
sales force. At the end of the century, there is an emerging global culture.
The major driver of these changes is technology. Technological change has moved
steadily back focusing on the individual. These changes shape the possibility
and conduct of business. Marketing is especially tied to communication and
transportation revolution. As the tools and reach of marketing increase, the
job and responsibilities of marketers have evolved with them.
Kotler formalized this evolution
with his book "Marketing Management." His key stages are production,
sales and brand management. Each of these is strongly motivated by
technological opportunities, which permit new methods and new opportunities. A
fourth stage, a focus on the individual customer, is also important. As the new
technology of the Internet develops, it reinforces the new marketing emphasis -
which in many ways is a return to business at the turn of the century.
In today’s technology driven world,
a new fast paced digital economy is emerging. In the near future, it wouldn’t
be surprising to see that there are companies that exist only inside computer
networks. Most business transactions will be made electronically, directly from
the producer to the consumer, bypassing the supply chain. In the digital
marketing environment, the consumer becomes an integral player in the
development of the product. In fact, a consumer might build the product himself
from a wide array of parts provided by the company. It is e-commerce that is
changing the way products and services are conceived, manufactured, promoted,
priced, distributed and sold. The reason being that it is much cheaper; it
allows vast coverage and helps in serving the customer better.
Growth of Internet usage and E-commerce:
According to the research report of
Goldman Sachs, India has emerged as the second largest Internet market in Asia
after China with 200 million users in 2015. It estimates that Indian Internet
Users will increase by 130% compounded annual growth rate (CAGR) from 0.5 million
users recorded at end of 2016. Also the figures of the number of Internet Service Providers (ISPs) is expected
to increase by leaps and bounds and March 2016 sees at least 30 private
international gateways. As per preliminary findings of the NASSCOM survey, the
total volume of E-commerce transactions in India was about Rs.231 crore in the
year. Out of this volume, about Rs.25 crore were contributed by retail Internet
or Business-to-Consumer transactions, and about Rs.250 crore were contributed
by Business-to-Business transactions. The survey also revealed that E-Business
transactions in India are expected to exceed Rs.500 crore during 2015-16. Out
of this, about Rs.100 crore could comprise of retail transactions.
The Figure below gives us a fairer
idea of the current world internet usage.
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Source
http://www.internetworldstats.com/stats.htm
Effectiveness of the Net in Reaching
Out to the Masses
The reach of
Internet may not yet be as wide as that of other mass media, but given its
unique advantages, it is undoubtedly the communication medium of the future.
Marketers around the world have from time to time tried to reach their target
audiences through various media. Scientific and technological advances have and
will continue to create newer media to improve communication, and marketers
will try to use the same to effectively address their audiences. Internet is
one of the latest to join the list of such media inventions.
Internet Fame with the Indian Audiences
Let us first
take a quick look at the audience that this medium is trying to reach. The top
8 metros of the country, the scope of the Internet as a medium to reach out to
a large number of people is presently limited. However, some of these
limitations can be addressed.
1. Internet is
available in regional languages also. Even today this medium is largely
confined to only those who are literate in English. Various initiatives of
companies like ITC and HLL like E-choupal and i-Shakti have given a
considerable boost to vernacular usage of internet
2. Internet is
accessible though other media also and not only through telephone lines. In the
current scenario, the usage of internet might be dominated by telephone lines,
but broadband and cable net are coming in a huge way.
3. Government
policies are aimed at broadening and strengthening the infrastructure required
for Internet accessibility.
There could be
several other modes to increase the reach of the Internet. However, with the
current limitations, the projections on Internet usage appear to be as follows:
Case
Study
Rediff.com
Rediff.com is one of the
premier worldwide online providers of news, information, communication,
entertainment and shopping services for Indians.
Known for being
one of the first with news and providing accurate and trustworthy information,
Rediff.com provides an ideal platform for Indians worldwide to connect with one
another online fast. Rediff.com is committed to offering a personalized and a
secure surfing and shopping environment.
Rediff.com
additionally offers the Indian American community one of the oldest and largest
Indian weekly newspaper, India Abroad.
Recommendations
The following are a few things an internet marketer can do to
maximize the potential of his website: -
®
Domain Fault Repair – This function directs the web visitor
to the right site after she/he potentially may have typed in the wrong Internet
address.
®
Site Customization: - One of the web-based CRM most
important advantages is the volume of information available to the browsing
customer. Unfortunately, the sheer volume of information can be one of the
weaknesses of web-based CRM design. Sites that offer customization features
allow user to filter the content they see. The future of truly web-based CRM
will be the completely “one-to-one” web sites. When properly customizable on
the first visit, the customer on a next entry can choose to see only his/her
own preferences. (Example: yahoo.com; my yahoo)
®
Alternative Channels – Different ways to contact the company
are offered, for instance, Email, Fax toll-free numbers, Postal Address, Call
back button and Voice over IP.
®
Local Search Engine – Allows the visitor to search on key
words to quickly locate specific answers on the website.
®
Membership – The visitor can request a password.
With this password he can continue surfing on password protected web pages
within the website.
®
Mailing List – To receive more information, the
visitor can add his/her email address to a list to receive automated emails.
®
Site tour – The visitor can follow a tour through the website.
®
Site Map – This is a hierarchical diagram of the
pages on the website, also called a site overview, site index, or site map.
®
Introduction for First-Time Users – Visitors, who enter the site for the
first time, can surf to an introduction page. This page contains information
about “How to use the site most efficiently”
®
Chat – A main advantage of the Internet is
its self-generating advantage. By allowing visitors to interact with each other
and with the site, they create content for the site.
All this will help build a
relationship with the customer and it will ultimately help the marketer to
achieve his objectives.
Internet
has opened up new avenues for reaching the consumer. It is true that there is
never a fixed way or strategy that a marketer can use to market its products
and services on the internet but it is still very much an arena where creative
thinking can take the company reach new heights. Thus we can say that marketing
has not changed its shape. It is the same, unpredictable, unusual and creative
field that needs constant change and open inputs that can work wonders for the
company.
Best quality projects & assignments at less
price. Mail your requirement at
Call us at 9815333456.
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