11/12/2009

“How internet marketing can offer greater

visibility to a company”

By Nishanth Kumar

1
 KOZHIKODE

Final Report

On The Management Thesis

“How internet marketing can offer greater visibility to a company”

Under The Guidance Of

Mrs. Usha P.M.

INC Kozhikode

Prepared By

Nishanth Kumar

Reg no: 8nbkz034

In Partial Fulfillment of the requirements of the

Masters in Business Administration

Date of Submission: 7 September, 2009

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 TABLE OF CONTENTS

 List of illustrations
 Executive Summary
 Acknowledgement

1. Introduction to IT Sector 9

2. Introduction to Company 10

3. Introduction to i-marketing 11

4. Growth Rate 12

5. Advantages of Internet Marketing 13

6. Statement of Problem 14

7. Objective of the Study 15

8. Visibility of the Internet 16

9. Is really ROI through internet Marketing 17

10. Attitude of Indian user towards internet 19

11. Visitor Analysis 20

12. Limitation of the Study 22

13. Literature Review 23

14. Research Design 26

15. Types of Online Marketing 28

16. Results & Analysis 34

17. Findings of the study 49

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18. Recommendations 50

19. Conclusion 51

20. Bibliography 52

21. References 53

22. Questionnaire 54

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 LIST OF ILLUSTRATIONS

1. Internet uses in the world growth 1995-2010 12

2. Visibility Analysis 16

3. Brand Building 16

4. Table of ROI 17

5. India users attitude towards internet 19

6. Google analytics 20

7. Table 1.1 Results of Questionnaire 35

8. Table 1.2 References to Questionnaire 36

9. Table 1.3 Weightage 39

10. Table 1.4 40

11. Table 1.5 40

12. Table 1.6 Visibility analysis 41

13. Fig 1.1 Effectiveness of Internet Marketing 42

14. Table 1.7 Analytic Tool 43

15. Fig 1.2 effectiveness of Analytic tools 43

16. Google analytics dashboard 1 44

17. Google analytics dashboard 2 45

18. Keywords 45

19. Table 1.8 Revenue Mode 47

20. Fig 1.3 Revenue Mode 47

21. Table 1.9 SEO Rate 48

22. Fig 1.4 SEO Rate 48

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 EXECUTIVE SUMMARY

Internet is fast emerging as a powerful medium of advertising in the new millennium.

With the number of Internet users increasing manifold, the new medium is viewed as the
advertiser's dream. The Internet is the fastest growing medium in the 2000’s with millions
of users and an average estimated growth of 124% annually.

This report aims to cover all the important online techniques currently being practiced
by industry professionals. The sampling technique here used is Random sampling. The
sample size is 20 selected from the population of Calicut City. The data is collected with
the help of structured questionnaire, which includes open ended questions.

Important online marketing techniques covered in the report are Search Engine
Optimization, Search Engine Marketing, Viral Marketing, and Display Advertising etc. The report
also takes up Mobile Advertising and its effectiveness for increasing the visibility of a company.

Here the Hypothesis Testing is done with the help of the Chi-square test, this is to
test the relation ship between the two attributes. Here the attributes are customer’s
preference and mode of Advertisement.

The next step in the research process is Analysis and Interpretation of the Data
collected from the respondents. This Analysis and Interpretation was done with the help
of Graphs and Tabulation, They were prepared with the help of MS Excel software.

With the help of Analysis and interpretation the findings are drawn which includes
whether internet marketing or other medium of advertisement has greater efficiency to
increase the visibility of a company to world wide.

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 With the critical Analysis and Interpretation the Suggestion’s are drawn for improving
online marketing techniques.

Finally a conclusion, where the briefing and the topic aspects is been given with few
suggestions, finally concludes the Project Report

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 ACKNOWLEDGEMENT

With profound gratitude and respect I express my sincere thanks to Mr. Shamanth Rao,
Vice President Sales & Marketing (Greenlemon) and Mr Rithes, Business Development Manager
(Greenlemon) for giving me the opportunity to work under him. His timely guidance and advice
always kept me motivated to do better and on the right path. I would also like to thank him for
the helpful resources suggested by him.

I am very much thankful to our campus head Mrs Latha Prabu, for her continuous
encouragement and valuable suggestions for constant improvement in this Management
Thesis.
I would like to express my sincere gratitude and appreciation faculty Guide Mrs Usha
P.M. for giving all necessary information, motivation and endroms support to converting the
Management Thesis into a grand success.

And last, my earnest thanks to Google and the World Wide Web, without which this
report would have no beginning, nor an end.

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 INTRODUCTION TO SECTOR

The information technology (IT) industry has become of the most robust industries in
the world. IT, more than any other industry or economic facet, has an increased productivity,
particularly in the developed world, and therefore is a key driver of global economic growth.
Economies of scale and insatiable demand from both consumers and enterprises characterize
this rapidly growing sector.

The Information Technology Association of America (ITAA) explains the “information

technology” as encompassing all possible aspects of information systems based on computers.

Both software development and the hardware involved in the IT industry include
everything from computer systems, to the design, implementation, study and development of
IT and management systems.

Owing to its easy accessibility and the wide range of IT products available, the demand
for IT services has increased substantially over the years. The IT sector has emerged as a major
global source of both growth and employment.

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 INTRODUTION TO COMPANY

Greenlemon is a internet marketing company which is established in 1999 by Aufait

Technologies Pvt Ltd. Greenlemon diversified with a rejuvenated and strengthened focus on
internet marketing and creative expertise. Greenlemon has its regional offices located in
calicut-kerala, India and Dubai. Greenlemon darts beyond the local boundaries to the expanse
of the global market. Greenlemon has its presence spread in the entire Middle East. Motto of
Greenlemon- “From Strategy to Visibility

Greenlemon offer everything to mark a successful online prominence; right from Web
Strategy Consulting to Web Designing & Web Development Solutions to Online Marketing,
helping businesses around the globe in meeting its strategic objectives through the dynamic
world of online marketing. Greenlemon also specializes in creative services and interactive
media solutions focusing on emerging technologies and platforms of multimedia

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 INTRODUCTION TO I-MARETING

Internet marketing also referred to as i-marketing, web marketing, online marketing,

or eMarketing, is the marketing of products, or, services over the Internet.

With the increased globalization, marketing methods for people like you – marketing
managers, business owners and entrepreneurs has found wide oppturnities of marketing their
products, which leads an extensive competition among the various players to achieve better
performances. Today, in the competitive world the survival of the company depends on the
innovation of the managers, innovative managers are looking for unique ways to compete more
effectively on a local, regional and global basis. The information is being shaped by advances in
digital telephone networks, interactive cable television, personal computers, online services
and, finally, the Internet.

The Internet, also known as the “International electronic network,” began in 1968 by
the Advanced Research Projects Agency of the Department of Defense. Originally, known as the
ARPAnet, the Internet was started as an experimental network connecting different university
computer centers throughout the country. The combination of ARPAnet and commercially
available backbone services forms what the Internet is today – the world’s largest collection of
decentralized computer networks. There are over 30,000 estimated computer networks
connecting more than 1.5 million computers to one another. Transmission Control
Protocol/Internet Protocol (TCP/IP) is used by all of these networks as the standard
communication protocol through which data communication is accomplished. At least 20
million people (actually estimated at 30 million) in 135 countries send and receive information
through the Internet.

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 GROWTH RATE

The Net represents a $300 billion market. Over 30 million companies and households
around the world use the Internet as a communications link through e-mail, interactive
advertisement, bulletin boards, research and online discussion groups. At its most basic level,
the Internet serves as a seemingly endless catalog of marketing messages and advertising in an
interactive fashion.

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 ADVANTAGES OF INTERNET MARKETING

Internet marketing is relatively inexpensive when compared to the ratio of cost against
the reach of the target audience. Companies can reach a wide audience for a small fraction of
traditional advertising budgets. The nature of the medium allows consumers to research and
purchase products and services at their own convenience. Therefore, businesses have the
advantage of appealing to consumers in a medium that can bring results quickly. The strategy
and overall effectiveness of marketing campaigns depend on business goals and cost-volume-
profit (CVP) analysis.
Internet marketers also have the advantage of measuring statistics easily and inexpensively.
Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The
advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay
per action. Therefore, marketers can determine which messages or offerings are more
appealing to the audience. The results of campaigns can be measured and tracked immediately
because online marketing initiatives usually require users to click on an advertisement, visit a
website, and perform a targeted action. Such measurement cannot be achieved through
billboard advertising, where an individual will at best be interested, then decide to obtain more
information at a later time.

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 STATEMENT OF THE PROBLEM

Can internet marketing be a tool, which helps a company to increase their visibility in world
wide?

Internet is one of the important mediums that own all kinds of features, which implies a
great potential and powerful advertising medium in the future.

In addition, Internet has a better impact than traditional media in the features like
Format Variety, Affinity, and Preservability. Furthermore, Internet is the only medium so far
which owns the feature of interactivity and world wide visibility. That creates lots of new
communication opportunities and possibilities that were unable to be achieved in the past
because of the limitation of media technologies. In spite of these whether the tools of Internet
Marketing is effectively increases the visibility of a company to world wild.

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 OBJECTIVE OF THE STUDY

Primary Objective

1. To ensure the customers that they will get better return on investment through internet
marketing.
2. To understand various internet marketing methods related like search engine
marketing, display advertising, e-mail marketing, affiliate marketing, interactive
advertising, blog marketing, and its relevance.
3. To understand the attitude of customers towards internet.
4. To understand the benefits of internet marketing.
5. To know about visitor analysis.
6. To implement the concepts related to internet marketing into practice.

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 VISIBILITY OF INTERNET

Visibility of promotions through internet while comparing with other sources of advertisement
medium.

Source: Advertising Age, TNS media intelligence, Universal McCann, June 2005; eMarketer calculations, August 2005

Internet marketing regestried 21.4% visibility, while comparing to the other medium of
advertisement. Today time has changed, instead of focusing on local territory companies are
more focusing on international territory for brand building, because today whether your
business is a traditional store, a work-from-home operation, or a completely online venture, a
strong internet presence is a must in today’s fast-paced marketing world. In the age of instant
information, businesses without internet presence have a decided disadvantage.

Brand building
Complied by : Nishanth Kumar

IS REALLY ROI THROUGH INTERNET MARKETING?

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 Internet marketing reach out your business awareness to the global audience across the
world, in that way companies can get better ROI. Talking about ROI, if a company has invested
in other form of marketing activities, company’s visibility can only be limited to local market but
if a company has invested in internet marketing, company’s visibility will be globally. So the
company can generate more traffic towards them, more traffic means company can get more
leads, more leads , company can generate more sales, more sales means more profit with
limited investment.

Example:

For Explaining ROI Concept I have taken example of Real Estate client.

Our Company Greenlemon has three packages

PACAKAGE Rs 15,000/- Rs 20,000 Rs 25,000

NUMBER OF CLICKS 200 300 400
Number of leads 20 30 40
assuming 10% of the Clicks
become leads

Number of actual 2 3 4
sales
Assuming 10% of the leads
become actual sale
Table of ROI

If the hosting internet marketing company has provided minimum package worth of Rs
15,000/. If a real estate client invested Rs 15,000/- for online marketing, they will assume to
get 2 sales. For a real estate client selling 2 flats worth of Rs 40,00,00/- each, while investing
only 15,000/-is a good business and ROI.

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 ATTITUDE OF INDIAN USERS TOWARDS INTERNET

Though the internet entered the Indian market a bit late, Indi has now fully emerged as
an IT giant in the making and internet is playing a pivotal role in connecting businesses and
providing employment opportunities. Here are some statics on the Internet usage in India:

 80 million users by 2010

 Some target markets include matrimony sites, social netwoMMrks, movie review sites
etc.
 The market is growing at 11.2%
 5th largest internet market globally.

Indian user time spend on internet

Complied by : Nishanth Kumar

VISITOR ANALYSIS

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 If a company want to discover which of their internet marketing activities is proving to
be the most valuable for their business. By tracking which websites are providing you with most
traffic, knowing which websites your users are visiting prior to your site, which websites they
are leaving your site for, and which inbound links are providing the most valuable visitors, you
can target specific areas and focus future marketing campaigns

Here are just a few of the things that a company should be finding out about their website
visitors:
 Where did a visitor come from?
 How long did they stay when they visited your site?
 Which page(s) did they visit on your website?
 Have they visited your site before?
 Can you improve your conversion rate?
 Did they complete a specific action on your website? (i.e. buy a product, complete a
service enquiry form, download a free report) Perhaps some of your visitors opted-out
half-way through an order process? Is so, that’s essential information.

Google Analytics
Complied by : Nishanth Kumar

Google Analytics

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The most popular method of gathering good quality visitor analysis data is to use the free
analysis software from Google called google analytics. By using Google analytics hosting
company can clearly know about the traffic came towards the client’s website. But for driving
enough traffic, client must have a good website. If a client has good website, can generate
enough traffic and enough traffic means enough leads.

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 LIMITATIONS OF THE STUDY

1. The sample size is limited to 100; hence the result of the study cannot be taken as universal.

2. Findings of the survey are based on the assumption that the respondents have given correct
information.

3. Since the respondents had to fill the questionnaire while busy with their hectic schedule,
many people were reluctant to answer.

4. The study was conducted only in Calicut City and therefore, several other potential samples
outside the city were neglected.

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 LITERATURE REVIEW

Purpose

Review of literature refers to identifying already existing literature in the area of

consumer behavior and marketing strategies, to find out what contribution has already been
made so that it can serve a valuable base for further expanding the literature. the researcher
while choosing the relevant literature of this study, has taken extreme care not to omit any
literature pertaining to the effectiveness of Online advertisement The chapter revolves around
the various relevant literatures screened to formulate the subject matter of the proposed study

 To broaden the perspective about the research work

 To gain new and varied ideas
 To acquire more knowledge along with the direct experience
 To know the current issues with respect to the research area
 To spot the area which have not been covered

To give a fine touch to my research I have referred various articles and books. Out of
that some of the important ones are:

 The 13 Pillars of Internet Marketing By David Bain 1st edition

Published in 2007

In this book author Mr David Bain Describes various online marketing concepts like
website design; visitor analysis uses Google analysis and viral marketing, blog marketing etc.
which gives me a broad layout for making a good foundation on online marketing concepts.

 Marketing and Advertising Using Google By Google Inc

Published in 2007

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 This book is published by google itselt provided rich information on Google Adwords,
keywords research, tracking the performance of search engine marketing, bidding
analysis. This book gives me a broad foundation for doing research on SEMs Concepts.

 CMA Guide to E- Mail Marketing By Canadian Marketing Associations

Published in 2007

This book gives me a broad information on e-mail marketing vs. other source of
marketing a compative study of e- mail marketing with other medium of marketing, Emerging
technologies in e-marketing like RSS, Elements of e-mail marketing and tracing of E- Mail
marketing campaign

 Google SEO (Search Engine Secretes) By Dan Sisson

Published in 2003

In Google SEO, Mr Dan Sisson describes the working of Google, how Google ranks a web
page in its database, how can we optimize a web page using various keywords in using
metatage command in websites, About page ranking, on the page factor, off the page factor,
elements of effective and impressive website. This book helps me to make strong foundation
Google internal concepts like how Google’s Crawler works for doing my research

 Classic Guide to Mobile Advertising By Mobile Marketers

Published in August 2009
In this book authors describes on how to build mobile business model, how to
plan for mobile marketing, working of mobile advertisement, benefits of SMS
advertisement, how to associates various brands to SMS, role of branded apps in mobile
advertisement, the potentanility of sms advertisement, how to created mobile
marketing campaign, 7 ways to create screen campaign, how MMs advertisement, value
based practice in mobile marketing, mobile advertisement optimization etc. This book
gives me strong foundation on mobile marketing’s above mentioned concepts.

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 Social Marketing Play Book by Bryan Winer
“Social Marketing eliminates the Middlemen, providing brands with the unique
opportunity to have a direct relationship with their customer”
In this book author, Mr Bryan Winer describes various strategic approach on
social Marketing, how to be success in social marketing, various players in social
marketing, how to create social marketing Architecture, how company can convey their
brands through social Media, opportunities for marketers, benefits for marketers, how
to increase visibility using social media, analyzing the performance of social media. . This
book gives me strong foundation on Social marketing’s above mentioned concepts.

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 DEFINITION OF RESEARCH DESIGN

“It is a basic plan, which guides the data collection and analysis phases of the project. It
is a frame work, which specifies the type of information to be collected, the resources of data
collection procedure.”

Thomas Kinnear

A research design is a market plan or model for conduction a formal investigation. It is a

specification of methods and procedures for acquiring the information needed for solving of
any problem.

Research design is the strategy for a study and the plan by which the strategy is to be
carried out. It specifies the methods and procedures for the collection, measurement and
analysis of data. Unfortunately, there is no simple classification of research designs that covers
the variation found in practice.

Sampling Method

The sampling procedure used was Random sampling, as the questionnaire was
administered in Calicut City.

Tools for data collection

Interaction with Respondents was in the form of face-to-face interviews with the help of
questionnaire. The questionnaire consisted of a set of questions, asked to the respondent for
his/her response, the questionnaire was structured and non-disguised. It was done in a
prearranged order and the object of the research was revealed to the respondent. The
questionnaire consisted close-ended question.

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Primary Data

The primary data was generated through extensive use of a structured questionnaire,
which had open ended questions. They were conducted in Calicut City and the data collected
was used for the purpose of analysis and interpretation. Google Analytics is another tool which
is used for collecting and analyzing the primary data.

Secondary Data

The second data was collected from the following sources:

 Books

 Magazines

 Website

 Journals

(Details are given in the Literature Review at the Report)

Sample Size

A total of hundred respondents were interviewed during the survey, the input from
these respondents which was collected in Calicut City formed the primary data for the study.

Data Processing

Collected data was Analyzed and tabulated with the help of MS Excel and then they
have been presented in the tables and Graphs in this report. These are the basis for drawing the
appropriate conclusion for this project.

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 TYPES OF ONLINE MARKETING

There are many ways to publish and market content and services over the internet, most of
which can be published instantaneously for millions of viewers. Some of the techniques studied
in this report include:

 Search Engine Marketing

Search engine marketing, or SEM, is a form of Internet marketing that seeks to
promote websites by increasing their visibility in search engine result pages (SERPs).
According to the Search Engine Marketing Professional Organization, SEM methods
include:
 Search engine optimization (or SEO),
Search engine optimization (SEO) is the process of improving the volume or
quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or
"algorithmic") search results as opposed to search engine marketing (SEM) which deals
with paid inclusion. Typically, the earlier (or higher) a site appears in the search results
list, the more visitors it will receive from the search engine. SEO may target different
kinds of search, including image search, local search, video search and industry-specific
vertical search engines. This gives a web site web presence.
 Paid placement,
Pay per click (PPC) is an Internet advertising model used on websites, in which
advertisers pay their host only when their ad is clicked. With search engines, advertisers
typically bid on keyword phrases relevant to their target market. Content sites
commonly charge a fixed price per click rather than use a bidding system.
Cost per click (CPC) is the amount of money an advertiser pays search engines
and other Internet publishers for a single click on its advertisement that brings one
visitor to its website.

 Contextual advertising

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 Contextual advertising is a form of targeted advertising for advertisements
appearing on websites or other media, such as content displayed in mobile browsers.
The advertisements themselves are selected and served by automated systems based
on the content displayed to the user.
 Paid inclusion.
Paid inclusion is a search engine marketing product where the search engine
company charges fees related to inclusion of websites in their search index. Paid
inclusion products are provided by most search engine companies, the most notable
exception being Google.
The fee structure is both a filter against superfluous submissions and a revenue
generator. Typically, the fee covers an annual subscription for one webpage, which will
automatically be catalogued on a regular basis. A per-click fee may also apply. Each
search engine is different. Some sites allow only paid inclusion, although these have had
little success.

The largest SEM vendors are

 Google AdWords,
 Yahoo! Search Marketing
 Microsoft adCenter.
As of 2006, SEM was growing much faster than traditional advertising and even other
channels of online marketing. Because of the complex technology, a secondary "search
marketing agency" market has evolved.

 Display Advertising
Display advertising is a type of advertising that typically contains text (i.e., copy),
logos, photographs or other images, location maps, and similar items. In periodicals,
display advertising can appear on the same page as, or on the page adjacent to, general
editorial content. In contrast, classified advertising generally appears in a distinct
section, was traditionally text-only, and was available in a limited selection of typefaces.

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 Display advertisements are not required to contain images, audio, or video: Textual
advertisements are also used where text may be more appropriate or more effective.
An example of textual advertisements is commercial messages sent to mobile device
users. One common form of display advertising involves billboards.

 Viral Marketing
The buzzwords viral marketing and viral advertising refer to marketing
techniques that use pre-existing social networks to produce increases in brand
awareness or to achieve other marketing objectives (such as product sales) through self-
replicating viral processes, analogous to the spread of pathological and computer
viruses. It can be word-of-mouth delivered or enhanced by the network effects of the
Internet. Viral promotions may take the form of video clips, interactive Flash games,
advergames, ebooks, brandable software, images, or even text messages. The basic
form of viral marketing is not infinitely sustainable.
Viral marketing is the new trend that is sweeping the nations, and although no
one is completely sure if it boosts sales, it boosts awareness and encourages traffic –
and that countsfor a lot! The intended result of viral marketing is word-of-mouth
(WOM) marketing, which is when people tell other people about the great new video on
YouTube, or application on Facebook. People are pleased and proud to be able to send
their friends something funny, or tell them about a new product only they know about.
But they are just as quick to send bad news – so getting the message and the delivery
right is very important.

 Interactive Marketing
Internet marketing refers to the evolving trend in marketing whereby marketing has
moved from a transaction-based effort to a conversation. The definition of interactive
marketing comes from John Deighton at Harvard, who says interactive marketing is the
ability to address the customer, remember what the customer says and address the
customer again in a way that illustrates that we remember what the customer has told
us (Deighton 1996). Interactive marketing is not synonymous with online marketing,

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 although interactive marketing processes are facilitated by internet technology. The
ability to remember what the customer has said is made easier when we can collect
customer information online and we can communicate with our customer more easily
using the speed of the internet. Amazon.com is an excellent example of the use of
interactive marketing, as customers record their preferences and are shown book
selections that match not only their preferences but recent purchase

 Social Networking
Social media marketing is a term that describes the act of using social networks, online
communities, blogs, wikis or any other collaborative Internet form of media for
marketing, sales, public relations and customer service. Common social media
marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube.
In the context of Internet marketing, social media refers to a collective group of web
properties whose content is primarily published by users, not direct employees of the
property (e.g. the vast majority of video on YouTube is published by non-YouTube
employees).
Social media marketing has three important aspects:
 Creating buzz or news worthy events, videos, tweets, or even blog entries that
attract attention, and become viral in nature. Buzz is the piece that makes
social media marketing work; it replicates a message not through purchase of
an ad, but thorough user to user contact.
 Building ways that fan of a brand or company can promote it themselves in
multiple online social media venues. Fan pages in Twitter, MySpace of
Facebook are exactly this.
 It is conversational. Social media marketing is not fully controlled by the
organization, it allows for user participation and dialogue. Potentially a badly
designed social media marketing campaign can backfire on the organization
that created it. That is the reason that SMM campaigns must fully engage and
respect the users.

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 Mobile Marketing
Mobile advertising is a form of advertising via mobile (wireless) phones or other
mobile devices.It is a subset of mobile marketing. Some see mobile advertising as closely
related to online or internet advertising, though its reach is far greater - currently, most
mobile advertising is targeted at mobile phones, that came estimably to a global total of
3 billion as of 2007, and will reach 4 billion in 2008.
Marketing on a mobile phone has become increasingly popular ever since the
rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia
when businesses started to collect mobile phone numbers and send off wanted (or
unwanted) content.
 E-mail Marketing

E-mail marketing is a form of direct marketing which uses electronic mail as a means of
communicating commercial or fundraising messages to an audience. In its broadest
sense, every e-mail sent to a potential or current customer could be considered e-mail
marketing. However, the term is usually used to refer to:
 Sending e-mails with the purpose of enhancing the relationship of a merchant
with its current or previous customers and to encourage customer loyalty and
repeat business,
 Sending e-mails with the purpose of acquiring new customers or convincing
current customers to purchase something immediately,
 adding advertisements to e-mails sent by other companies to their customers,
and
 Sending e-mails over the Internet, as e-mail did and does exist outside the
Internet (e.g., network e-mail and FIDO).
Researchers estimate that United States firms alone spent US$400 million on e-mail
marketing in 2006

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 RESULTS AND ANALYSIS

HYPOTHESIS

It is usually considered as the principal instrument in the research, it may be defined as

a proposition or a set of propositions set forth as an explanation for the occurrence of some
specified group of phenomenon either asserted merely as a provisional conjecture to guide
some investigation or accepted as highly probable in the light of established facts.

Testing of hypothesis
Techniques of hypothesis testing are used if we have an idea about the value of the
parameter in question. The modern theory of probability plays a vital role in decision making
and the branch of statistics with helps in arriving at the criteria for such decision is known as
testing of hypothesis.

Chi-square Test
Chi-square test statistically determines significance in the analysis of frequency
distribution. The logic involved in the chi-square test is that of comparing the observed
frequencies and the expected frequencies. It is called a non-parametric test because it is based
wholly on sample observations and does not require any value corresponding to a population
parameter it is defined as Chi-square test

Null Hypothesis: H0
It asserts that the visibility of a company is increased through internet marketing.

Alternative Hypothesis: H1
It asserts that the visibility of a company is not increased through internet marketing.

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Significance Level:

It is the critical probability in choosing between the null and alternative hypothesis. The
exact level of significance is largely determined by how much risk one variable is willing to take
and its effect on the other variable.

Degree of Freedom:

It refers to the number of observations that can be varied without changing the
constraints or assumptions associated with a numerical system.

Results of Questionnaire

Customer Ques 1 Ques 2 Ques 3 Ques 4 Ques 5 Ques 6 Ques 7 Ques 8 Ques 9 Ques 10

1 A A B A 1 A,B B 1 1 1
2 B A C A 1 A,G A 1 1 1
3 A B A D 0 B C 1 1 0
4 D D A B 0 I C 0 1 0
5 A B A B 1 A,B B 1 1 1
6 A A C A 1 A A 1 1 1
7 B A B A 1 E B 1 1 1
8 A A B A 1 A A 1 1 1
9 A A C B 1 A,B B 1 1 1
10 B D B B 0 I D 0 0 0
11 B A A A 1 A C 1 1 1
12 A A B A 1 A A 1 1 1
13 C A A A 0 B A 0 1 0
14 A B A B 1 A,B B 1 1 1
15 C B A B 0 I C 0 0 0
16 A A C A 1 A A 1 1 1
17 D D A B 0 I C 0 1 0
18 A A B A 1 A A 1 1 1
19 A A B A 1 A,B B 1 1 1
20 A A B A 1 A,B B 1 1 1
Table 1.1

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References of the questionnaire’s answers

Internet = A

Television =B

Radio = C

Newspaper = D

Table 1.2

Very well =A
Yes = 1 Providing information = A Search Engine Marketing = A Very good = A
Marketing products/
N0 = 0 Some What well = B Blogging =B good =B
services = B
Undecided = C
E-commerce =C Social Networking =C fair = C
Not very well = D
E-mail Marketing =D poor = D
Not at all well = E
Mobile Marketing =E Very poor=e

Interactive Marketing =F

Display Add =G
Viral Marketing =H

None of the above =I

Table 1.2

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 For proving, that internet marketing can increase visibility of a company, I assigned
some weightage to different parameter that has taken from the customers.
Internet : 4

Television : 3

Radio : 2

Newspaper : 1

Internet Television Radio Newspaper Total

Customer 1 4 0 0 0 4
Customer 2 0 3 0 0 3
Customer 3 4 0 0 0 4
Customer 4 0 0 0 1 1
Customer 5 4 0 0 0 4
Customer 6 4 0 0 0 4
Customer 7 0 3 0 0 3
Customer 8 4 0 0 0 4
Customer 9 4 0 0 0 4
Customer 10 0 3 0 0 3
Customer 11 0 3 0 0 3
Customer 12 4 0 0 0 4
Customer 13 0 0 2 0 2
Customer 14 4 0 0 0 4
Customer 15 0 0 2 0 2
Customer 16 4 0 0 0 4
Customer 17 0 0 0 1 1
Customer 18 4 0 0 0 4
Customer 19 4 0 0 0 4
Customer 20 4 0 0 0 4
Total 48 12 4 2 66
Table 1.3

35
 Internet Television Radio Newspaper Total
Customer 1-5 12 3 0 1 16
Customer 5-10 12 6 0 0 18
Customer 10- 15 8 3 4 0 15
Customer 15-20 16 0 0 1 17
Total 48 12 4 2 66
Table 1.4

FO-
F0 FE FO-FE FO-FE)2
FE)2/FE
12.00 11.63 0.37 0.14 0.01
3.00 2.90 0.10 0.01 0.00
0.00 0.96 -0.96 0.92 0.96
1.00 0.48 0.52 0.27 0.56
12.00 13.09 -1.09 1.19 0.09
6.00 4.00 2.00 4.00 1.00
0.00 1.09 -1.09 1.19 1.09
0.00 0.54 -0.54 0.29 0.54
8.00 10.90 -2.90 8.41 0.77
3.00 2.72 0.28 0.08 0.03
4.00 0.90 3.10 9.61 10.68
0.00 0.45 -0.45 0.20 0.45
16.00 12.36 3.64 13.25 1.07
0.00 3.09 -3.09 9.55 3.09
0.00 1.03 -1.03 1.06 1.03
1.00 0.51 0.49 0.24 0.47
21.85
Table 1.5

From the above calculated table it is clear that the calculated value is 21.85 and the table value
at 10% significant level is 23.20 so this states that accept the Null Hypothesis

36
Visibility of Internet marketing tools

Marketing tools Visibility Percentage

SEM 6 30
SEM, Blogging 6 30
Blogging 2 10
Social Networking 0 0
E-Mail Marketing 0 0
Mobile Marketing 1 5
Interactive Marketing 0 0
SEM, Display Add 1 5
Viral Marketing 0 0
Just for Website 4 20
Total 20 100
Table 1.6

37
 Fig 1.1

Analysis and Interpretation

As observed from the given table and Graph the sample constitutes of 30% SEM and
30% SEM, Blogging, which indicates SEM and Blogging are two best internet marketing tools
practiced by industry professional as comparing to others.

Analytics tool (Google Analytics)

Respondent Answers Percentage

Respondent using Analytics tool 70
Respondent not using Analytics tool 30
Table 1.7

Fig 1.2

38
 Analysis and Interpretation

As observed from the given table and Graph the sample constitutes of 70% of
respondent using analytics tool to measure the traffic and efficiency of their website.

Example of Analytics Tool

Live implementation of Google Analytic tool

I got practically implemented two important concepts SEM and E-mail Marketing with
the help Mr Rithes (BDM) Greenlemon, I practically implemented SEM on my blog site
(http://www.nishanthkmp.blogspot.com). I monitored the results using Google Analytics, from
that result I saw each and every aspects of the visitors like when did they visit, for what purpose
they visit to my blog, how much time they spent on it, from which state they belongs etc..,
those who visits to my blog. The traffic came to my blog are belongs to South Africa, United
States, this acknowledge me that I have published myself across the world.

Google Analytics Dashboard

Complied by : Nishanth Kumar

39
 The Dash Board show site http://nishanthkmp.blogspot.com usage, who visits to my
blog from jun 28 2009 to sept 2 2009. There are 18 visitors who visits to my blog and viewed 27
pages.

Google Analytics Dashboard 2

Complied by : Nishanth Kumar

This graph show overview of visitor, which includes the country form they browse the
blog and which keywords they used to browse my blog. Some of the keyword which is used by
them are:

Keywords
Complied by : Nishanth Kumar

40
Analysis and Interpretation

As observed from the above description Google analytics is the tool which is preferred
by large number of respondent, through which one can measure every aspects of the website
like page visits, click rates etc..

41
Is Generating Revenue is the prime importance of the web.

Respondent Answers Percentage

Respondent to positive Revenue model 70
Respondent to negative Revenue model 30
Table 1.8

Fig1.3

Analysis and Interpretation

As observed from the given table and Graph the sample constitutes of 70% of
respondent using considers, internet marketing as tool for generating revenue for their
business.

This shows that internet marketing plays a crucial role in Business to Business model.

42
Weather a web site need to be optimized for Search Engine

Respondent Answers Percentage

Optimized Website 90
Not optimized website 10
Table 1.9

Fig 1.4

Analysis and Interpretation

As observed from the given table and Graph the sample constitutes of 90% of
respondent considers that the website should be optimized to get quick result.

43
 FINDINGS OF THE STUDY

This study was conducted with a view to know that whether Internet Marketing is effective for
a company. It has been observed that there are many tools available for internet marketing like
SEM, SEO, Blogging etc..For understanding the effectiveness of the above, a structured
questionnaire had been designed and analyzed. After analyzing the data the following factors
have been found out as major causes for the internet marketing Effectiveness

 There are large number of respondent who considers Internet as a big marketing tool
while comparing to other traditional tools

 Most of the Respondents consider Search Engine Marketing is a major tool for internet
marketing.

 Almost 70% of respondent considers web site for Revenue Generating model for their
business.

 Almost 90% of respondent considers that their web site is optimized according to the
search pattern of their customers.

44
 RECOMMENDATIONS

Based on the study finding, how internet marketing can increase the visibility of company, I
recommend that internet marketing has the potential to increase the visibility of a company, because
here the medium is internet. Internet has its own presence through out the world, which helps a
company to increase the visibility of company.

There are many tools available in Internet marketing like SEM,SEO, Blogging etc.., but in the
present scenario of Calicut city only Search Engine Marketing ,Blogging and Search Engine Optimization
are only the internet marketing tools, which gain the customers attraction.

But we need to promote other tools like E-mail marketing, Mobile Marketing, viral Marketing
etc into our local market (Calicut) to survive in the competition. We can improve the effectiveness of E-
mail marketing though Gmail Clients.

Social Marketing is the other internet marketing tool which slightly gains the attention of IT
professional of Calicut; recently one IT Company Greenlemon Interactive Technologies used Social
marketing as a tool for marketing A.R Raheman Live Concert in Calicut. One of the main advantages of
Social Networking is that there are many providers in Social Marketing like Orkut, Twitter, Facebook etc.

45
 CONCLUSION

Is Advertising on the Internet a viable option? I have looked at this question in terms of
effectiveness, profitability, and marketing methods. Internet marketing offers increased
awareness of companies, an easy method to distribute information, advanced methods of
targeting consumers, an immediate and direct line to the customers, and reduced costs in
performing these tasks

The dominant models now are Search Engine Marketing advertising and search engine
optimization. Search engine optimization will be around as long as people use search engines.
The promise of free traffic is simply too glorious to ignore. Since it is fairly difficult to commit
fraud in search engine optimization, it is difficult to see any future legal issues threatening it.

So, what is the future of online marketing in light of the above comments? In my
personal view, search engine optimization and Search Engine Marketing will remain the
dominant online marketing method.

46
 BIBLIOGRAPHY

 The 13 Pillars of Internet Marketing By David Bain

1st edition, Published in 2007

 Marketing and Advertising Using Google By Google Inc

Published by Google in 2007

 Quantitative Methods
Published by The ICFAI University Press

 Business Research Methods

 Published by ICFAI Center for Management Research

47
 REFERENCES

 http://en.wikipedia.org/wiki/Display_advertising
 http://en.wikipedia.org/wiki/Mobile_marketing
 http://en.wikipedia.org/wiki/E-mail_marketing

48
 DATE : __________________

YOUR NAME : _________________________________________________

COMPANY NAME : _________________________________________________

WEBSITE : _________________________________________________

I am an MBA student from INC, Kozhikode, doing my Management Thesis on the topic of “How
internet Marketing can increase the visibility of a company”. I request you to kindly answer the
following questions. I declare that the data provided by you will be kept confidential.

1. Which medium of advertisement will increase your visibility?

Internet
Television
Radio
Newspaper
Others, Please Specify :___________________________

2. How well is your website to catch your customer’s attention?

Very Well
Some what Well
Undecided
Not Very Well
Not at all Well

3. What is the purpose of your Website?

Providing Information

49
 Marketing Products/Services
E-commerce

4. How well do you feel that your website informed about your product to your
customer?
Very Well
Some what Well
Undecided
Not Very Well
Not at all Well

5. Is generating revenue from the web an important part of your business

model?
YES
NO

6. What type of marketing activities are you currently doing online? (for this
question you can select more than one item)
Search Engine Marketing
Blogging
Social Networking
E-Mail Marketing
Mobile Marketing
Interactive Marketing
Display Add
Viral Marketing
Just for Web site

7. On a scale from 1 to 10, how would you rate the success of your marketing
activities online?

1 2 3 4 5 6 7 8 9 10
(Very Poor) (Fair) (Very Good)

8. Are search engine rankings important to your business?

50
 Yes
No

9. Is your site optimized for search engines?

Yes
No
10. Do you use any analytics on your website? (Analytics = how many people see
your site, what browser they use, etc.)
Yes
No

51