1 Global Journal of Management and Business Studies. ISSN Volume 3, Number 8 (2013), pp Research India Publications Undersatnding Development and Current Issues Related to Internet Marketing Communication with Respect to Local Business in India Vineeta Singh 1 and Atish Ranjan Srivastava 2 1 Lucknow University 2 Assistant Manager, Dena Bank Pune, MAHARASHTRA. Abstract India is among the top three fastest growing Internet markets in the world after China and the United States. With increase in demand for information, access to knowledge, data acquisition and transaction reaching out on business levels, Websites and commercial portals help and equip traditional means and techniques of media, (print, radio, cinema, television, exhibitions & events etc.) in marketing of products and services. E-Marketing in India has seen unprecedented growth in recent years as an efficient distribution channel to reach out to the consumers, offering a unique value generating proposition for all stakeholders. With focus shifting from computers to other devices like tablets, I Pads and smart phones it becomes important to understand the current status and development of Indian online marketing communications for local businesses. This research paper introduces two primary aspects: media types and subject placement. It also continues to explain major issues in internet marketing and how an effective internet marketing strategy led to a local business success. A finding of the research papers also brings out how success of business is related to online visibility of the company. Data was collected from Internet users among students, business owners, retailers and advertisers in India. A purposive sample was recruited which is considered a representative of the population. The large number of internet population of this country also gives this research a greater generalizability and acceptance.
2 912 Vineeta Singh et al Keywords: Online Marketing, Advertising, Website, SEO, Google search, Local small business. 1. Introduction Internet increasingly has integrated into people's everyday life. The amount of time that Indian Internet users devote to surfing the Net continues to increase. The Internet has become a key platform for communication, information, and entertainment in Indian peoples of all ages, incomes, education levels, and occupations, such that it represents an ordinary, typical tool of everyday life. Among the Bric nations, India has been the fastest growing market adding over 18 million Internet users and growing at an annual rate of 41 per cent. Hence Indian Marketers need an effective strategy to satisfy shoppers and compete in today s competitive market. A complete 360-degree view of every customer is needed to deliver personalized service, build customer loyalty and increase revenue. One needs to track and segment customers to deliver personalized marketing at physical points of sale or over a desktop, Smartphone, tablet or call centres. Examples of web marketing include contextual ads on search engine results pages, banner ads, blogs, rich media ads, social network advertising, online classified advertising etc. 2. Literature Review According to a report jointly published by the Internet and Mobile Association of India and IMRB International, the online advertising market is expected to reach Rs 2,938 crore by March 2014 in the country. The online advertising market, comprising search, display, mobile, social media, and video advertising, has grown by 29 per cent year-on-year to Rs 2,260 crore by March, The online advertising market on an average has expected to grow by 40 per cent annually in four years to Search and display advertising forms a large portion of the overall pie in Their percentage share has, however, declined somewhat in , owing to the rise in the mobile, social media and video advertising Spends on mobile advertising have doubled from Rs 115 crore in to Rs 230 crore in , primary reasons being the proliferation of mobile phones in India. Advertisements on mobile phones and tablets grew from a 7 per cent share in FY to 10 per cent of the Indian online ad market in FY , totalling to spend of around Rs 230 crore. Social media, and video advertising constitute 13 per cent (Rs 300 crore), 3 per cent (Rs 68 crore) and 7 per cent (Rs 150 crore) of the online advertising market, respectively. 2.1 Shift from Computers to Smart Phones, I Pads Internet marketers are aware that the focus is shifting from computers to other devices like tablets, I Pads and smart phones. No other device has managed to capture the
3 Undersatnding Development and Current Issues Related to Internet 913 consumer s imagination and interest as the mobile phone has. It has managed to stay ahead in terms of technology as well as utility. They have become the new shopping tools. Smart phones are coming with apps to help the consumers have a better shopping experience like book my show, make my trip etc. 2.3 New Trends for Online Marketers 1. Mobile Friendly Web Design: Web site are designed that will respond to different sized browsers on mobile devices such as smart phones or tablets, and still look great on desktops. 2. Easy Navigation and slides shows: One can reach any page of the site from any other page, thus making navigation easier. Slides shows too give the option of awesome transition effects between the slides to have a good look of the product or services. 3. Rotating Testimonials, Forums and Blogs: Rotating Testimonials are used to pull customers by providing views of satisfied customers. Marketers create a forum where clients or web visitors can ask questions, get tech support, or post comments. 4. Pay per Click Advertising: One of the fastest methods of online marketing today is pay-per-click advertising, utilizing Google Ad Words, Microsoft Ad Centre, and Face book. 5. SEO: SEO stands for Search Engine Optimization. The purpose of SEO is to get web site to rank well for certain specific keywords on search engines, so as to get more traffic to the site from those search engines. 6. Google Maps/Places: Google has changed the search landscape with the introduction of Google Maps/Places. When someone enters a search that Google determines is local in nature, it puts up a map in the right hand column showing businesses nearby. 7. Social Media Marketing: Social media accounts for business are set up on the web sites like Face book, Face book fan page, Twitter, LinkedIn etc. and in addition few websites also allows hooking up of all other social media accounts from one place. 8. Video Production: It explains what the business does and show their products or services to sell them. These are usually 2-5 minute videos, placed in strategic places on the company s web site and uploaded to online video sharing sites eg. You Tube. 9. Marketing: The biggest area where marketing is effective today is sending to own in-house lists, i.e. lists of customers and prospects that have been build up over time. 2.4 Strategy for Successful Internet Marketing Define business objectives. Provide information, gather leads, receive phone calls and sell products Target the right customers. What and why do they need, why where, when and how will they be access your content?
4 914 Vineeta Singh et al Decide on technical resources and platforms. What device or devices will your target customers use to access your information desktop, tablet, phone or all three? Who will create and maintain your site? Determine your website content. What content do you have, what needs developing, and where are you going to use and reuse it? Content must meet the needs of your customers and prospects, and help achieve your business objectives. Develop a plan. How will you disseminate your content so you can attract traffic? Determine how you will measure success. How will you measure success? Use analytics to measure basics, goals, conversions and eventually segmentation, behaviors, and attribution. Claim and update your profiles on the local search directories, engines, and aggregators. 2.5 Internet Marketing in India Challenges 1. Governance, laws and regulations: When it comes to online businesses, there are stricter money transaction rules. Law enforcement and protection against cybercrime requires review. Widespread corruption is another big issue. Many people don t want to set up online shops to escape taxes and do things unaccounted. 2. Cultural issues: Most people believe that shopping online can prevent them from getting the best deals. This gives them excellent F2F opportunity to do maximum negotiation and receive other freebies. 3. Online shopping worries: A lot of computer literate people are still hesitant to consume online shopping facilities that are available out there in India for the following reasons. 1. Fear factor: A lot of people still do not believe things that are not tangible. 2. Unreliable delivery mechanisms: Postal service or the most expensive courier companies may not be able to guarantee prompt delivery 4. Lack of technical infrastructure: The backbone of any reliable online service or sales is a strong supply chain. In volume business, this has to be at its best and this is exactly what many online services in India lack. 5. Marketing philosophies & channels: Television, hoardings and cinema ads are still way ahead of the Internet when it comes to preferred marketing channels. This also results in poor quality affiliate networks and online ad services. Moreover, there are a lot of inconsistencies and dishonesty prevailing with the networks as well. This has further decelerated the affiliate marketing penetration in India. 3. Research Methodology The findings of the research paper have been arrived at by conducting primary and secondary research. The paper carries information for the Indian financial year Primary Research has been done with Internet Users, Industry and various local
5 Undersatnding Development and Current Issues Related to Internet 915 business owners and retailers. Structured Face to Face interviews were conducted with them. In Depth interviews were conducted with industry experts of the Internet Advertising Industry in India. Respondents for the depth Interviews also include local business owners, retailers and Advertisers. Secondary Research was done to understand the structure and dynamics of Indian Internet Advertising industry. Information from various published resources has been used. 4. Local Business Success Problem 1: Online visibility of a local offline business A local offline business had very limited online visibility in their local market when consumers did search for them online. Problem 2: Sales of the local offline business This caused their local competitors to take away market share and become dominant in their market. Problem 3: Number of people who searched the local offline business on Internet
6 916 Vineeta Singh et al The same local offline business was not listed in Google s local business centres & Google Maps. Many local consumers did search for local business phone numbers, hours of operation and address on Internet. Problem 4: Online Visibility and branding of a local offline business The same local offline business had poor online visibility & branding when consumers did search for the business s name on Internet. Many consumers do search on the search engines for specific company names in order to get information. 5. Finding and Conclusions Company s visibility online led to huge gains in visitors to their new locally optimized website & local Google business listing. 5.1 Website Statistics after Adopting Successful Internet Marketing Strategy Increase in visitors: 150% increase Overall increase in search traffic: 300% increase Increase in visitors finding website by searching for the company by its name: 250% increase. Increase in visitors to website by searches this company s services: 190% increase References  IMRB International & IAMAI (2013), Digital Advertising in India  IMRB International & IAMAI (2012), Digital Advertising in India  Octane Marketing Pvt. Ltd. (2011), Annual India e-marketing 2011: Benchmark Research on India Digital Marketing, Report No: AIE2011  Varadarajan, P. Rajan and Manjit S. Yadav (2002), Marketing Strategy and the Internet: An Organizing Framework, Journal of the Academy of Marketing Science, 30 (4),  Zeithaml, Valarie A., A. Parasuraman, and Arvind Malhotra (2002), Service Quality Delivery through Websites: A critical Review of Extant Knowledge, Journal of the Academy of Marketing Science, 30 (4),
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