(EMAILWIRE.COM, November 18, 2017 ) Digital marketing (also known as data-driven marketing) is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.
Publisher' latest market research report titled Digital Marketing in India 2015 highlights the overall potential of digital marketing in India, particularly focusing on the major forms of digital marketing and the tools to implement it. Rising demand for digital marketing is spurred by the increased use of internet and mobile phones along with a fast growing e-commerce business. The major areas for digital marketing growth include social marketing, content creation and management, search marketing, email marketing, analytics and video production. The report also provides significant insights to the multifarious tools that cater to specific functions namely analytics, scheduling posts and filtering through content. Digital marketing is slated to generate around 40% of the revenues for most companies in India, and expected to receive 8% of the total media advertising spend in 2015. The market is set to expand predominantly owing to rapidly increasing Internet user base in India, growth in access to smartphones and tablets much complimented by a positive consumer attitude towards online media.

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One of the major drawbacks is that digital marketing poses considerable challenge with respect to measurement of return on investment in specific channels, thus making it a very calculated area of investment by firms. Mobile advertisements, content marketing, video and image based marketing and real time marketing are some of the recent trends observed in this market. Educational institutions spreading the concept of internet marketing, a robust infrastructure, viral campaigns, static banners and telemarketing are some recommended strategies one can adopt for success in the Indian Market in the digital marketing business.

Digital Marketing Types
1. Percentage Share of People using Social Media (2013)
2. Percentage Share of Usage of Social Media as Part of Total Web Usage (2013)
3. Percentage Share of Social Media Users Who Think Companies Should have Presence in Social Media (2013)
4. Percentage Share of Company Related Blogs in Social Media (2013)
5. Search Engine-Percentage Market Share of Major Search Engines (2013)
6. Percentage Share of Internet users who opt for search engines as the 1st step to look for a product (2013)
7. Percentage Share of Purchases made online through sites that are listed on search engine result lists (2013)
8. Percentage Share of Internet users depending on search engine for requirement of information (2013)
9. Percentage Share of Users not finding what they are searching on internet and going away (2013)
10. Percentage Share of Email Marketing in Total Marketing Budget
11. Total Percentage of Different Tools of Content Marketing (2014)

Drivers & Challenges:
1. Internet User Base in India-Size and Growth (2014-2018e)
2. Smartphone Sales in India-Market Size and Growth (2014-2018e)
3. High Growth Web Categories in India (2013)

Trends
1. Percentage Share of Total Budget Dedicated to Mobile Advertisement by Top Advertisers

Competitive Landscape
1. Competitive Benchmarking-Key Ratios of 3 Major Companies-Operational & Financial Basis (2012-13)
2. Company profiles
a. Financial Snapshot
b. Ownership Structure

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Table of Content:
Slide 1: Executive Summary

Macroeconomic Indicators
Slide 2: GDP at Factor Cost: Quarterly (2011-12-2014-15), Inflation Rate: Monthly (Dec 2014-Apr 2015)
Slide 3: Gross Fiscal Deficit: Monthly (Feb 2015-Jul 2015), Exchange Rate: Half Yearly (Dec 2014-May 2015)
Slide 4: Lending Rate: Annual (2011-12-2014-15), Trade Balance: Annual (2011-12-2014-15), FDI: Annual (2010-11-2013-14)

Introduction
Slide 5-12: Digital Marketing-Introduction, Factors that Aid towards Digital Marketing Success, Major Forms of Digital Marketing, Digital Marketing and Diverse Target Segments, 7P's of Digital Marketing, Traditional Media Pyramid, Social Media Pyramid, Online Marketing-Where it Pitches and Reasons to Pitch

Market Overview
Slide 13-17: Digital Marketing-India Overview, Digital Marketing-Market Size and Growth (2014-2019e), Digital Marketing-India Snapshots, Percentage Share in Spending in Different Online Marketing Segments in India (2013), Online Advertisement-India Overview, Online Advertising Industry-Market Size and Growth (2014-2019e), Mobile Advertisement-India Overview, Mobile Advertising Industry-Market Size and Growth (2014-2019e), Vertical Focus for Mobile Ad (2013)

Digital Marketing Types
Slide 18-28: Social Media Marketing, Major Social Media Marketing Benefits for Organizations, Changing Trends for Organizations for being on Social Media, Search Engine Marketing, E-mail Marketing, Online Advertising (Affiliate Marketing, Ad Networks and Blogs), Mobile Advertising Overview, Content Marketing

Digital Marketing Tools
Slide 29-41: Social Media Marketing Tools, Search Engine Marketing Tools, Online Public Relations Tools, Directories and Listings Marketing Tools, Email Marketing Tools, Online Advertising Tools

Drivers & Challenges
Slide 42: Drivers & Challenges-Summary
Slide 43-46: Drivers
Slide 47-48: Challenges

Trends
Slide 49: Key Trends-Summary
Slide 50-58: Advent of Mobile Marketing, Content Marketing Emerges as the New Buzzword, Custom Content Development Process, Video and Image-Based Marketing, Visual Engagement Tools in Video and Image Based Marketing, Real Time Marketing, Online Marketing Evolving as New Stream of Study

Competitive Landscape
Slide 59: Porter's Five Forces Analysis
Slide 60-63: Competitive Benchmarking
Slide 64-113: Major Private Players

Strategic Recommendation
Slide 114-117: Awareness Spelled through Educational Institutions, Infrastructure, Viral Campaigns, Static Banners and Tele-marketing

Appendix
Slide 118: Key Ratios Description
Slide 119: Sources of Information

List of Figures:
Macro Economic Indicators
1. GDP at Factor Cost: Quarterly (2011-12 to 2014-15)
2. Inflation Rate: Monthly (Jul-Aug 2013-Nov-Dec 2013)
3. Gross Fiscal Deficit: Monthly (Feb 2013-Jul 2013)
4. Exchange Rate: Monthly (Apr 2014-Sep 2014)
5. Lending Rate: Annual (2011-12, 2012-13, 2013-14, 2014-15)
6. Trade Balance: Annual (2010-11, 2011-12, 2012-13, 2013-14)
7. FDI Annual (2009-10, 2010-11, 2011-12, 2012-13)

Companies Mentioned:
1. Adglobal360 India Pvt. Ltd.
2. BC Web Wise Pvt. Ltd.
3. Ignitee Digital Services Pvt. Ltd.
4. Interactive Avenues Pvt. Ltd.
5. Langoor Digital Pvt. Ltd.
6. Media2win India Pvt. Ltd.
7. Pinstorm Technologies Pvt. Ltd.
8. Quasar Media Pvt. Ltd.
9. Webchutney Studio Pvt. Ltd.
10. Windchimes Communications Pvt. Ltd.

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