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Executive Summary

Introduction

Digital Marketing:

The promotion of products or brands via one or more forms of electronic media.

For example, advertising mediums that might be used as part of the digital

marketing strategy of a business could include promotional efforts made via the

Internet, social media, mobile phones and electronic billboards, as well as via

digital and television and radio channels.

Digital Marketing is a sub branch of traditional marketing and uses modern

digital channels for the placement of products e.g. downloadable music, and

primarily for communicating with stakeholders e.g. customers and investors

about brand, products and business progress. So digital marketing is about two

things access to your products and communication. Alex Ashley Roberts

The application of the Internet and related digital technologies in conjunction

with traditional communications to achieve marketing objectives. Chaffey.

Ultimately, Digital Marketing can be simply defined as: Achieving marketing

objectives through applying digital technologies. Chaffey

Digital marketing isnt just another new channel for marketing. On the contrary,

its a refreshingly new approach to marketing which offers a unique

understanding of consumer behaviour. Douglas Idugboe

Digital Marketing is an emerging marketing technique that makes use of

electronic devices such as personal computers, smart phones, cell phones,

tablets and game consoles. These devices help in engage 24X7 with customers.

Digital Marketing applies technologies or platforms such as websites, e-mails,

apps (classic and mobile), search engines and social networks. Search Engine

Optimization is a component of digital marketing.

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History:

Digital Marketing was introduced in1990s and from recent past onwards digital

marketing became more sophisticated as an effective way to create a

relationship with the consumers that has depth and relevance.

In last few years the idea of buying and selling has tremendously changed over

online. Today, companies, brands and personalities are using social media

techniques to reach out people. Such techniques are used by social media and

digital marketing agencies to gain website traffic or attention through various

social media sites. Social media platform is not only effective but is also relatively

inexpensive than other media. Here one gets a chance to interact, build

relationship and reputation for their brands. However, choosing the best social

media agency in India can be easy task now a day.

Digital marketing is often referred to as 'online marketing' or 'internet marketing'.

The term 'digital marketing' has grown in popularity over time. Now in India its

growth rate is increasing day by day.

Digital marketing market size in India is estimated to touch close to Rs 2,000 Crores in

the next two years from Rs 1,400 Crores now, say management experts.

In 2012 and 2013 statistics showed digital marketing remained a growing field.

Digital Marketing is a powerful engine in all business, regardless of their size. If

youre just getting started and would like to know more, download our

introduction to

Digital marketing eBooks which takes you through the basics of digital marketing,

Explains how it fits into marketing and how you can use it to develop your brand

an Increase sales.

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Essentially, Digital Marketing is the utilization of the Internet in order to reach the

desired target market, via some of the following channels:

Social Media (Facebook, Twitter).

Websites/Blogs (WordPress.com).

Multimedia Advertising (YouTube.com).

Online/Search Engine Adverting (Google AdWords, SEO).

Email Marketing.

Digital Marketing includes these services.

Online Marketing:

Website Optimization

Search Engine Optimization

Video Search Engine Optimization

Social Media Optimization

Search Engine Marketing

Blogs & Forums

Online Display Advertising

Email Marketing:

QR codes

Mobile Marketing:

Messaging (SMS & MMS)

Mobile Internet

Mobile Apps

App Advertising

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Radio Marketing:

Radio Advertising

Podcasts

Interviews

Sponsorships

TV Marketing:

TV Advertising

Sponsorship

Product Placement

Interviews

EMedia Marketing:

Video, audio and content delivered via electronic devices

Types of Digital Marketing:

Two different forms of digital marketing exist

In pull digital marketing, the consumer actively seeks the marketing content,

often via web searches or opening an email, text message or web feed Websites,

blogs and streaming media (audio and video) are examples of pull digital

marketing. In each of these, users have to navigate to the website to view the

content. Only current web browser technology is required to maintain static

contents. Search engine optimization is one tactic used to increase activity. In

2003, Martin et al found that consumers prefer special sales and new product

information, whereas "interesting" content was not useful.

In push digital marketing the marketer sends a message without the recipient

actively seeking the content, such as display advertising on websites and news

blogs. Email, text messaging and feeds can also be classed as push digital

marketing when the recipient has not actively sought the marketing message.

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Some of the latest developments include:

1. Segmentation: more focus has been placed on segmentation within digital

marketing, in order to target specific markets in both business to business and

business to consumer sectors.

2. Influencer marketing: Important nodes are identified within related

communities, known as influencers. This is becoming an important concept in

digital targeting. It is possible to reach influencers via paid advertising, such as

Facebook or Google AdSense campaigns, or through sophisticated SCRM

(social customer relationship management) software, such as Microsoft

Dynamics and Sales force CRM. Many universities now focus, at Masters Level,

on engagement strategies for influencers.

To summarize, Pull digital marketing is characterized by consumers actively

seeking marketing content while Push digital marketing occurs when marketers

send messages without that content being actively sought by the recipients.

About Prodmetrics:

Prodmetrics has born on February 2012 with a team of and it provides

Marketing and Strategy Planning Consultancy, apart from this Digital Marketing is

the main tool for running their business.

Prodmetrics is a pioneering company for Digital marketing services and

Branding. Prodmetrics reputation in the market is built on its quality driven

services and Process Derived Metrics.

There is a revolutionary shift in how people started to connect with brands,

products and services. Prodmetrics recognized the importance of the Branding

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and Internet marketing for thriving in the digital revolution and gaining the extra

edge to be the best in the market.

The success of Prodmetrics team was built on four basic principles of Digital

Marketing service. They are listening, planning, analyzing and optimizing. The

passionate team of enthusiasts at Prodmetrics worked with Global brands from

diversified sectors. This experience enabled them to grasp multiple patterns of

digital trends to set up quality standards in Prodmetrics services.

Prodmetrics has grown strength to strength in providing comprehensive IT

solutions (product/App development) and Mobile App developments only to

further enhance the support mechanism for the business development.

Objectives:

To Study the scope of Digital Marketing in current business environment.

To Study the Importance of Content Marketing in Creating Brand

Awareness through Digital Marketing.

To study the Business Development Process adopted by Prodmetrics for

Digital Marketing services offered to clients.

Significance of the Study:

This study is important for the company as well as for the industry; it helps for the

organization to restructure new marketing strategies to approach new and

potential customers to get attracted towards SEO service in Digital Marketing.

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Moreover customers can have long term business relationship with the

organization.

How My Study Helps The Organization?

My study helps the organization to explore all the Digital Marketing Services and

new ways of Marketing to reach the new and potential customers and get

business to the organization. Clients may also refer Prodmetrics as a potential

and trustworthy company and get more business from new customers.

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PART 1

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Chapter-1

The Organization A Birds View

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PRODMETRICS IT SERVICES

History:

Prodmetrics is established in Feb, 2012 by a team of young and enthusiastic Digital

Marketing Experts. Prodmetrics is named by Ms. Rajya Lakshmi, Managing Director.

Where PROD means Push and METRICS means trends or statistics. Cumulatively it

represents pushing the metrics of a company online by Planning, Marketing and

Strategy building.

The company offers integrated Internet marketing services. Planning, Marketing

& Strategy development and Brand building are the main services, which the

company offers. Starting from Web Designing and Development, the experts at

this company plan and design a route map to develop and create a great online

presence for their clients. They create and execute Integrate Digital Marketing

plans for their clients. The majority of the clients are business clients.

The success of Prodmetrics team was built on four basic principles of Digital

Marketing service. They are listening, planning, analyzing and optimizing. The

passionate team of enthusiasts at Prodmetrics worked with Global brands from

diversified sectors. This experience enabled them to grasp multiple patterns of

digital trends to set up quality standards in Prodmetrics services. Prodmetrics

has grown strength to strength in providing comprehensive IT solutions

(product/App development) and Mobile App developments only to further

enhance the support mechanism for the business development.

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The core Business:

The Core Business of Prodmetrics is to offer Planning, Marketing & Brand building

services to their clients. The core business process is strengthened by the effective

business model and business plan & execution. The process is a multi stage, where the

experts from diversified sectors in the industry are constituted by their broad experience

in different stages of the process. Integration of specific skills and technologies is

another important part of achieving excellence at business.

Business model:

At Prodmetrics, we practice a simple business model where we approach our

potential clients with respect to no geographical limits. Either through offline or in

other cases, if the client is in online, we follow him/her through online channels

and create business for the enterprise. There are a series of steps that we follow

offline to achieve business.

Offline Model:

a) Data mining

b) Data analysis

c) Filtering the data

d) Cold call

e) Appointment

f) Business proposal

g) Deal

h) Execution

i) Monitoring

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Online Model:

a) Applying for job

b) Opportunity from perspective client

c) Business proposal approach

d) Communication

e) Business deal

f) Execution

g) Monitoring

h) Appreciation

.

The Organization structure:

The organizational structure of Prodmetrics is more of a Team structure than a

Pre-bureaucratic structure. Though the structure is totally centralized, but

individual competencies are synergized to achieve newer dimensions. The

companys strategic leader makes all key decisions and most communication is

done by one on one conversations. This is particularly useful as it enables the

Strategy level authorities to control growth and development.

Administrative, Business Development & Operations are the three important

departments that constitute in executing companys strategic decisions for overall

growth and development. Whereas each department is responsible for its

function and achieving short term and long term periodic objectives.

Administrative department holds the overall administration of the company.

Human Resource is an integrated part of administrative department. Business

development is responsible for all kinds of business, marketing and development

activities. Department of Operations is responsible for executing the technical

and management objectives.

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The Organizational Structure of Prodmetrics

Fig. 1.1.

The Functions:

Organization functions as the glue that holds all the pieces of the business

together in pursuit of one ultimate goal success. Linda Ray, Author &

Journalist.

At Prodmetrics, the various factors of functions are the Flow, Communication,

Financial Accountability and Leadership.

Work Flow:

It is a process to complete each job and provide the clients with invoices.

Organization is a key to maintaining the proper flow of work from start to finish.

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At Prodmetrics, the flow to the work is equally planned & maintained from both

the ends. Start to finish and from finish to a new start. It is even clear at most

Complex situations, where the company under goes a huge series of parallel

objectives that needed to be finished in the proposed time.

Communication:

Company has developed a chain of command to ensure that communication

flows properly to everyone who needs to be involved in the companys decision

or policy implementation. Communication is maintained through all the available

channels starting from paper based to technology based channels. Every single

step is reported to the reporting authorities from all levels of employees. Internet

and Tele communication is widely used.

Business Development The Customers:

The customers are the clients. Where the clients are from both ends. That is B2B

and B2C type of business environments. There is specific segregation of clients

based upon their urge of requirement. The company stands on a client strategy

which clearly defines the potential customers based on their urge of requirement

for Digital Marketing Services. They can be considered accordingly

i) Rich

ii) Middle

iii) Poor

Rich Clients:

Rich Customers are the one that have the maximum levels of urge to do

online promotional campaigns for their business. Those who are in need to

create brand for their products. These clients are normally willing to pay high.

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Few of them are: E- Commerce clients, Start ups, etc.

Middle level Clients:

Middle level clients are basically having some sort of online or external

presence. But to accommodate both types of promotions, middle level clients

takes online marketing far to create their online presence too as well.

Example, FMCG companies, Manufacturing firms, etc.

Poor level Clients:

Those who have enough branding in the market place, and doesnt need

the digital marketing campaigns for promotional events.

Example: All the large & highly established companies.

Marketing:

At Prodmetrics, It is a B2B channel where there is High risk, large transactions,

diverse channels, multiple stakeholders, tough negotiations, strategic alliances,

intensive relationship building. The challenges of B2B marketing could not be

more complex. And they are changing all the time.

Economies of Scale:

Economies of scale are the cost advantages that enterprises obtain due

to size, output, or scale of operation, with cost per unit of output generally

decreasing with increasing scale as fixed costs are spread out over more units of

output.

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At Prodmetrics, the advantage of costs is merely identified at the workflow.

This can be obtained through the transparency of the business model. Cross

functioning of the departments reduces the operational costs.

The Growth & Competition:

According to IAMAI report, 2013, Digital Marketing Industry in India is going to

witness a rapid growth from the current 5% to 35% of Market Share in the next 5

years. The rate at which, firms spending in digital marketing is escalating with the

increasing rate of internet users in India. This is an ever increasing opportunity

for the digital marketing service providers.

Prodmetrics as a pioneering Digital Marketing company has its own unique

marketing procedure, which attracts new clients by turning existing clients to

loyal. The company is focused in overall growth of the company.

There are many companies that provide same type of services such as SEO,

SEM, and SMM combined with business development and integrated website

design & development etc., but the product differentiation varies from every

company.

The Company Operations:

Company Operations refers to all the aspects within the business that makes it

function and operate on a daily basis. There are many functions of operations.

The main operations are Product development, Marketing & promotions,

Budgeting & Cash flow.

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Product Development:

At Prodmetrics, the products are the Digital Marketing Services. Prodmetrics

owns a sophisticated IT infrastructure backed with source technologies that meet

all the requirements in planning, designing and developing a service. Prodmetrics

has a rich technical employee base in different parts of the world, who works

virtually for the company. The services that we offer are Integrated digital

Marketing Services. Where the core business is Planning, Designing, Brand

Building and Marketing strategy development.

Product Mix:

At Prodmetrics, the products are the Digital Marketing Services.

Product Width:

The width of the Products is two. Since, Prodmetrics provides Digital marketing

and Web Designing & Development services.

Product Length:

Digital marketing services

Web Design/Development services

Product Depth:

Digital marketing

Search Engine Optimization,

Search Engine Marketing

Digital Marketing.

Bootstrapping,

Link building,

Affiliate Marketing,

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Social Bookmarking.

Web Design/Development

Word press,

Joomla,

Drupal,

HTML/HTML5,

CSS/CSS3, and

Adobe Photoshop.

Marketing & Promotion:

At Prodmetrics, we practice two types of marketing strategies. The marketing

department functions on the basis of marketing strategies as followed.

I) Push Strategy

II) Pull Strategy

I) Push Strategy:

In Push Strategy, we derive our marketing plans based on the channels. We

promote our brand through online and offline. Our goal is to create strong

online presence.

How do we promote online?

At Prodmetrics, we plan our marketing strategy online in an effective process

that we believe. The entire process undergoes a series of steps.

They are simple yet highly effective.

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Initially we do research on our target audience, perform Data Mining & Data

Analysis. This is how we collect valid information.

Steps for marketing online:

a) We develop a responsive and effective website.

b) Perform SEO

c) Build Key words for the website and market them through Search Engine

Marketing.

d) Promote our existence in the sense of creating brand in all the available

Digital Marketing & Networking platforms.

This is how we communicate to our prospective clients through online.

How do we promote offline?

We identify our prospective clients through Data Mining & Analysis and do the

following steps in order to promote our brand offline.

j) Data mining

k) Data analysis

l) Cold calling

m) Appointment

n) Business proposal

II) Pull Strategy:

In Pull Strategy, this can only be done through online platforms. This is how we

do business. In Pull Strategy, we communicate by content marketing. This is

how, the prospective clients approaches us to make deal.

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Chapter -2

The Industry Analysis

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DIGITAL MARKETING

2.1. Industry dominant economic features:

Money spent on Digital Media & Marketing:

The online advertising market in India is projected to reach Rs 2,938 Crore

by March 2014, according to the findings of Digital Advertising in India

report, by the Internet and Mobile Association of India (IAMAI) and IMRB

International.

The online advertising market in India, comprising search, display, mobile,

Digital Marketing, email and video advertising, which was valued at Rs

1,750 Crore in March, 2012 has grown by 29% over the previous year to

reach Rs 2,260 Crore by March, 2013.

As in 2012, search and display advertising continued to form a large

portion of the overall pie in FY 2012-2013. However, their percentage

share has declined somewhat owing to the rise in the mobile, Digital

Marketing and video advertising.

Even though traditional media like television and newspapers still remain

the preferred media for seeking information and entertainment and hog

more than 80% of the advertising market in India, the Internet has been

steadily increasing its share of the advertising pie.

Spends on digital media have steadily increased from just over 1% of

total Indian advertising spend in the year 2005 to nearly 7% in 2012.

The report finds that by March 2013, search advertising constituted about

38% of the total online advertising spend, translating to about Rs 850

Crore while display advertising forms a sizeable 29% (Rs 662 Crore).

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Advertisements on mobile phones and tablets have grown from a 7%

share in FY 2011-2012 to 10% of the Indian online ad market in FY 2012-

2013, totaling to spend of around Rs 230 Crore.

Digital Marketing, email and video advertising constitute 13% (Rs 300

Crore), 3% (Rs 68 Crore) and 7% (Rs150 Crore) of the online advertising

market, respectively.

The BFSI, travel and automobile sectors continue to be the top 3 spenders

in online advertising. Increased spending by e-commerce players has

been one of the highlights of the online advertising industry in FY 2011-12.

Their share of spends is estimated to decline in 2012-13.

Percentage of Marketing Budget spent on Digital Marketing in India:

Chart. 2.1

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On Digital Marketing Ads:

Total Spend of INR 175 Crore in FY2012

Total Spend of INR 300 Crore in FY2013

Below are some of the campaign goals of Digital Marketing Ads:

Contextual Advertisements

Engagement with users through Company Fan pages

Face book leads Digital Marketing Revenue charts

LinkedIn Ads Most Effective

Search advertising constitutes about 40% of the online advertising market and is

an important component of marketing campaigns aimed at customer acquisition.

Companies belonging to various verticals continue to invest in search advertising

owing to its cost effectiveness. As seen in the adjacent graph, SEM i.e. buying

or bidding for AdWords forms the majority of Search ad budget. About 85% of

search spend is in terms of SEM which is about INR 723 Crores, as compared to

INR 128 Crores for SEO.

Search Ad Spends (FY2012-13) INR 850 Crores (Source: IMRB international)

2.2. Porters Five Forces:

According to Rob Eleveld, Evangelist of Digital Marketing & Ecosystem,

The evolution of digital marketing agencies and the overall online marketing

sector is a conversation that demands attention. The world of digital marketing is

moving so fast that we should expect to see an increasing number of B2B

marketers who want an agency regardless of which inbound marketing software

provider they use.

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The average marketing team simply cannot keep up with, nor do they

have the expertise in, the number of digital channels and cross-channel

campaigns available to them. It is inevitable that marketers will need a service

partner to help them prioritize resources and efforts, along with providing

specialized channel expertise. In fact, the market demand is so large that we

predict the digital marketing agency segment to double in the next three years.

The more we study the market, however, the longer we see the tail growing,

especially for small, local and metro-area agencies. So while the big guys like

WPP and Publics will see their share of growth, a more interesting phenomenon

is the massive growth in the digital marketing agency tail, meaning the smaller,

more local agency. An academic framework below helps explain why.

Porters Five Forces Quick Overview:

Porter's Five Forces Analysis is a framework for industry analysis and business

strategy development formed by Michael E. Porter of Harvard Business School in

1979. Industry attractiveness in the Porter context refers to the overall industry

profitability. An "unattractive" industry is one in which the combination of these

five forces acts to drive down overall profitability.

Porters model includes five forces we will glance at briefly:

Threat of new competition

Threat of substitute products or services

Bargaining power of customers

Bargaining power of suppliers

Intensity of competitive rivalry

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Using this model, companies can analyze the attractiveness of an industry

and determine if they can get a favourable (above normal) return if they decide to

step into that market. Lets take a look below at the incentives and opportunities

to step into the digital agency market based on this framework.

Threat of new competition low barrier to entry:

A profitable market will attract new entrants that will eventually saturate

the market, cutting prices and making the profit margins low to minimal. Barriers

to entry like technology and setup costs, will limit entries to the market extending

its future profitability.

As the Internet has become universal, it does not only increase

readerships for news publishers but also creates a huge threat of new entrants

for them. In other words, online news publishing has very high threat of entrants,

because of fairly low capital requirement, and easy access to distribution

channels. Electronic publishing cut the cost for ink, paper, printing and delivery.

Consequently, the industry does not require the strong capital.

In terms of both the business models, Digital Marketing has almost

negligible entry barriers which come with economies of scale which provides new

entrants an opportunity to analyze the market properly. In B2B model, agencies

initially have to face low buyer loyalty, shift in focus during the process if model

fails to sustain but it also comes with advantages like low initial investments in

starting the agencies and price-performance decision powers and adaptability by

reducing both according to the clients budgets which also means that a new

entrant can also challenge an established player with a proper strategic planning

on the basis of costs. Lack of knowledge or talent or experience can prove to be

set back though which can directly affect the reputation in the industry. Low entry

barriers also indicate low exit barriers for those who accept B2B as their business

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Model. Digital Marketing represents a proper mix of opportunities for new

entrants into the industry.

One of the largest barriers to entry in the digital marketing world is account

control and executive relationships. Very few agencies can undertake the cost

and time to break into a Fortune 1000 client like P&G or Ford, where the large

incumbent agencies already have many relationships and internal referral

business. At the same time, few agencies have the scale to execute massive

campaigns for Fortune 1000 clients even if they could win the business. So the

threat of new competition at the high end seems small.

Head down market, to a mid-size enterprise in $25m-250m revenue

range, and a different dynamic appears. The big agencies have too high a cost

structure in billing rates due to their size and overhead to be competitive in this

arena. They also lack all the client relationships to the many regional businesses

in this market. So a large opportunity exists for new competition. In the local

metro areas, small owner-operator agencies with local contacts in small family

owned businesses see the same opportunity in the hyper-local markets.

The low cost strategy of entry is contributing to the rapid expansion of digital

marketing agencies; start print a business card, put up a WordPress site and

ready to go.

Overall, according to Mullins (2008), the entry is more difficult if the

industry has strong capital requirement and gaining distribution is particularly

difficult. This leads to the fact that the barriers to enter online citizen journalism

are low, or the threat of entrants is moderately high.

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Threat of substitute products or services software is a complement, not a

substitute:

Substitutes are defined as alternative product types that perform

essentially the same function (Mullins, Walker, & Boyd, 2008). They might

appear to be different but not as substitutes meet the same customer's needs but

in a different way.

Unlike competitors, substitutes are products outside of the industry that

can substitute for the need of your services and by that reducing the overall size

of the market. The threat of substitute products in news market space is

particularly high. The extent of the threat of substitute products depends on the

price and performances of the product and its substitute, cost to switch from the

one product to another, as well as the customers loyalty to the product.

Substitutes are fairly self-explanatory. Again they can be considered in

terms of competition and other online marketing options available in the market

for example Search Engine Optimization and Search Engine Marketing. But

second option cannot be considered as an entire switch as Digital Marketing is

much cheaper, effective, and quick as it takes less time to establish than Search

Engine Optimization or Search Engine Marketing.

In terms of competition, it is very vulnerable as clients tend to sacrifice the

performance for lower price or increase the performance for higher price. This

makes the trade-off in this industry more complex as Digital Marketing is

governed by the skills and experience which changes the perception of whole

industry pertaining to the buyers.

The emergence of marketing software can be considered as a threat of

substitution to the digital marketing agency, but that would be a mistake. Agency

clients feel the need for advice, expertise, and execution assistance as digital

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channels proliferate regardless of whether or not they have inbound marketing

software in-house. Therefore, as the digital marketing world expands so will the

digital marketing agency market.

Ultimately, inbound marketing software is a complementary product that

helps increase the pie by providing a platform on which to train new hires with

less experience, standardize service delivery, and deliver consistent reporting

metrics to clients and more.

Bargaining power of customers the tail grows longer:

The buyers succeed in their bargaining efforts under the conditions of

high level of competition and great availability of substitute products. Bargaining

power is determined by the ability of the buyers to put pressure on digital

agencies. The bargaining power of customers is influenced by the ratio between

the number of firms and the number of buyers (supply and demand).

As more and more money is being invested in digital marketing, budgets

inherently are under greater scrutiny. Customers engage with their professional

purchasing organizations with more heavy-handed negotiating tactics.

Consequently, campaign reviews become more ROI-based and metric-focused.

When this happens, the cost structure of the large agencies and their associated

high, billable rates to support huge campaigns, premium services and account

control at P&G and Ford becomes a barrier to move down market. Therefore the

mid-market, including local businesses, begins looking at more cost competitive

agencies, which provide more bang for the buck for their business size.

As the availability of smaller agencies grows, the effect of increased

bargaining power is not so much about pushing down the profitability of the

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market than it is pushing out the agency market tail to service smaller companies

with less overhead costs and leaner cost structures in local markets.

Digital Marketing Industry has a huge impact on buyers; as an end user of

the product, in terms of purchasing decisions only as main motive behind this is

brand positioning. Having said that, buyer still possesses significant amount of

control as industry has got great exposure which provides number options. In

business models, types of buyers differ from organization to organization. If an

organization is promoting itself on different platforms of Digital Marketing, then

its the end user of their product i.e. customer and if an organizations is working

as an agency which promotes other brands on Digital Marketing platforms, then

those organizations are their buyers. For those who operate on their own by

acquiring proper amount of resources for Digital Marketing, often have to look out

for the proper content management strategies and communication channels as

industry provides huge exposure with word-of-mouth which is extremely viral on

all social platforms and can turn business upside down.

Considering business-to-business model agencies tend to compete on

price than on performance as we have seen. Theres also an added complication

of buyers looking to manage Digital Marketing into existing budgets again, lead

by price and not necessarily by performance; as well as the perception that its

easy to switch from agency to agency. The opportunity for the industry will come

when it matures and agencies spread across the price-performance brackets we

have seen.

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Bargaining power of suppliers unorganized suppliers:

Suppliers in the Digital Marketing industry are content providers, software

providers, web hosts and web maintenance vendors. The bargaining power of

them is not significant. Similar to the bargaining power of the customers,

suppliers have the ability to put pressure on firms in the industry with increased

cost for materials, high switching costs and over-reliability on specific suppliers or

distribution channels.

But in an industry that relies heavily on labour, the primary suppliers are

employees themselves. Given the job market since 2008, many folks are just

happy to have a job. Therefore few people are secure enough to negotiate with

their employers about increased pay and benefits.

Supply is an issue in terms of knowledge and experience which faces

bottleneck. Those who have experience can provide confidence to their clients or

the upper management in respective business models but those without

experience present greater risk in an industry which is already has been looked

upon as risky so experience becomes exponential while inexperience struggles.

This can be claimed as one of the part of vicious circle where

price/performance trade-off takes place. Being a new industry, only time can

present itself with the opportunities in terms of supplies for both the industry and

organizations.

Intensity of competitive rivalry going local:

Rivalry occurs among the firms that produce products that are close

substitutes for each other (Mullins, Walker & Boyd, 2008). Said to be the

determining factor of the overall competitiveness of the industry, the intensity of

competitive rivalry is influenced by the strength of the major players in the

market, the levels of competitive advantages and the market potential.

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At the high end of the market, the competition for Fortune 500 accounts is

especially fierce because the prize, or market potential, is so large. This same

level of competition is not nearly as apparent neither in the mid-sized enterprise

nor in the small business market where the individual prize for any given account

is relatively small. Also, the digital marketing agency ecosystem is local and

relationship-based like many services industries even though the Internet has

made physical location somewhat irrelevant.

Clients still like to have a face they can talk to, meet for coffee and

periodically meet in-person. Additionally, since the market is highly fragmented

and tiered (small agencies treat small businesses, big agencies treat big

companies), no distinct leaders have emerged, and the market share is

distributed.

With a localized market, no true leader and highly fragmented industry, the

intensity of competitive rivalry in the segments below Fortune 1000 remains quite

low. This encourages many large agency veterans to break out and start their

own shop.

Furthermore, with the Internet, the threat from existing competitors

increases since price comparison is more readily possible. And the Internet

facilitates the rival e-business with easy innovation and new product

development. These reasons make the rivalry more intense.

Digital Marketing Agency Growth Will Be Concentrated Most in the Tail:

The framework of the Porter Analysis leads to a simple conclusion we are

seeing daily in the marketplace. The demand for digital marketing agency

services is extremely large, while the barriers to entry are low for target clients in

the small and mid enterprise sectors.

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We've seen an exponential rise in the overall digital agency industry, but

that growth will continue to be concentrated in the long tail of small agencies. Will

there be a consolidation and bundling of services through marketing software,

acquisitions and new technology, or will this market continue to be fragmented

and tiered? Only time will tell.

.

2.3. Summary of Collective Attractiveness of the Industry:

From the analysis we can conclude that Digital Marketing is a very

vulnerable, but effective and efficient industry which has potential to influence the

community in many ways. It can also be stated as unattractive industry by

Porters five force model but that could remain only in theories as it has

presented a great opportunity in terms of information, employment, and

marketing and will mature given a chance and adequate time.

Digital Marketing has revolutionized the marketing segment of many

business models in different ways, where if optimized properly can help

businesses to flourish. It is not difficult but can get tricky so every marketer must

make proper moves. It can be the quickest, simplest yet powerful platform for

business to establish itself in the market and lot of big brands from almost every

sectors of other industries like Mahindra from automobiles, Starbucks or Caf

Coffee Day from food and beverages industry, Reliance, Airtel, Vodafone from

telecom industry, lot of international magazines like Maxim from fashion industry

or Mashable from technology and advertising industry and many others have

realized the power of Digital Marketing and have started utilizing it and the

amount of response they have received is huge.

From all these activities we can predict Digital Marketings future to be

attractive not only in terms of community but also in terms businesses as well.

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2.4. Drivers for Change in the Broad Environment:

Spends on digital media have steadily increased from over 1% of total

Indian advertising spend in the year 2005 to nearly 7% in 2012. The online

advertising market in India, comprising search, display, mobile, social media,

email and video advertising. It was valued at Rs 2,260 Crores * (22,600 million)

in March, 2013

IAMAI report on Online Advertising, 2013, representing the growth of market

.

Chart. 2.2

2.4.1. Long term Growth Rate of Digital Marketing:

According to IAMAI, The total digital advertising market in India,

comprising search, display, mobile, social media, email and video advertising

was valued at INR 1,750 Crores in FY 2011-12 and has grown to INR 2,260

Crores in year FY2012-13.

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It is projected that by FY2013-2014, the size of the digital advertising

market in India will be INR 2,938 Crores. On an average, the online ad market

have been growing at 40% year-on-year basis from FY 2010-2011 to FY 2013-

2014.The graph below showcases the growth trend in the online advertising

market in India.

2.4.2. Market Size and Growth:

In 2012-2013, search advertising constituted about 38% of the total online

advertising spend, translating to about INR 850 Crores while display advertising

will form a sizeable 29% (INR 662 Crores). Advertisements on mobile phones

and tablets grew from a 7% share in 2011-2012 to 10% of the Indian online ad

market in 2012- 2013, totaling to spend of around INR 230 Crores. Social media,

email and video advertising constitute 13% (INR 300 Crores), 3% (INR 68

Crores) and 7% (INR 150 Crores) of the online advertising market, respectively.

Source: IMRB International

35

Total Online Ad Spend (FY 2011-2012) INR 1,750 Crores

Chart. 2.3

2.4.3. Convergence - SEO, Digital Marketing, and Content Marketing:

Changes in the industry and with the search engines (a.k.a., Google)

represent the convergence of search and Digital Marketing, data and

personalization, strategy and tactics.

The increased prominence placed on Digital Marketing content, seeding,

and sharing (Digital Marketing optimization) has meant social signals are now a

standard part of any search optimization techniques. The convergence of SEO

and Digital Marketing has really meant that change is no longer imminent, but

upon us.

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A new breed of inbound marketers aim to take advantage of the

convergence of Digital Marketing, SEO, and content marketing, according to

the Marketing Sherpa 2012 Search Marketing Benchmark Report - SEO Edition:

60% plan to increase their Digital Marketing budgets.

60% plan increases in landing page optimization.

57% plan increases in SEO.

41% plan increases in content marketing.

Change is the Convergence of Digital Marketing:

Google Search Plus Your World is, in its own words, bringing your world,

rich with people and information, into search and while many argue the case for

a level playing field and the inclusion of Facebook and Twitter data the fact

remains that it has an impact on how SEOs work and collaborate with their peers

in Digital Marketing and content marketing as well as with their clients.

Not only do Googles recent changes typify the convergence of SEO and

Digital Marketing, it also changes the way in which SEO and Digital Marketing

people plan to work together as increasing prominence is given to quality content

from Digital Marketing sources and new influences on rankings.

2.4.4. Advertising online:

Display and search ads are the dominant online ad types today in India.

Display and search advertising continue to dominate the market but other ad

types are showing explosive growth albeit on a lower base. Spends on mobile

advertising have doubled from INR 115 Crore in FY 2011-12 to INR 230 Crore in

37

FY 2012-13, primary reasons being the proliferation of mobile phones in India,

enhanced mobile Internet connectivity and increased need for customer

engagement.

Spends on social media and video advertising also show 71% growth y-o-

y. The graph below highlights the growth in the various online ad types over the

last three financial years (Source: IMRB International).

Since 2010, spends in Search Ads have grown from INR 493 Crores in FY

2010-2011 to INR 850 Crores in FY 2012-2013, with an average growth of 38%

year on year. After experiencing almost 7% growth in FY 2011-2012, spends on

display advertising have shown a comparatively modest growth rate of 11%,

bringing it to about INR 662 Crores in FY 2012-2013.

Social media advertising in India will be an estimated INR 300 Crores in

FY 2012-13 posing a 71% growth from FY 2011-2012. Along the same lines,

video advertising has clocked 71% growth, and is at INR 150 Crores in FY 2012-

13. Email advertising continues has grown at a consistent rate and has touched

about INR 68 Crores to the overall online advertising market in India in FY 2012-

2013.

2.4.5. Significance of product innovation & technological change: The products are the services in digital marketing. The amount of flexibility

of the technological aspects in digital marketing is high. Hence, it offers the digital

marketers to think beyond the current trends leaving new changes in the

approach of digital Marketing. This is one of the driving changes of digital

marketing environment.

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2.4.6. Extent of Globalization with innovation in Internal Communication:

Internet is a globalized network, where it stands as a medium of virtual

communication or information exchange. The internal communication between a

customer and a company has been exploited to see a newer dimension through

the digital marketing technologies.

2.4.7. Emerging buyer preferences:

Considering business-to-business model agencies tend to compete on

price than on performance as we have seen. The buyer preferences have been

changing faster than the change in the phase of the Digital Marketing services.

Typically from Defining Budgets to the tools that they require on demand. Theres

also an added complication of buyers looking to manage Digital Marketing into

existing budgets again, lead by price and not necessarily by performance; as well

as the perception that its easy to switch from agency to agency. The opportunity

for the industry will come when it matures and agencies spread across the price-

performance brackets we have seen.

2.5. Companies in the Strongest/ Weakest positions:

Digital Marketing comprises of many different types of tools and techniques. Out

of which, digital marketing gives advantage to the marketer to develop marketing

strategies to the firm. Its primary aim is to create space for planning, Marketing,

and brand building to the companies. There are various agencies out of which

have chosen three types of Digital Marketing Companies.

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The Different types of companies are

Digital Marketing Agencies

Web Design & Development Agencies

Integrated Digital Marketing Companies

Outsourcing agencies

Digital Marketing Agencies:

These agencies operate on regular business model of Digital marketing. Their

products are SEO, SEM, and SMM etc. They conquer a very less percentage of

customer segments with their available services. They do not offer Designing &

development services. The customer base is a niche segment, who seeks only

online campaigns to their businesses.

Web Design & Development Agencies:

These companies offers web based services. The main services are designing &

development of Websites to the end customers either its a B2B marketing or

B2C marketing. They deliver the best quality web designs as they are backed

with strong technical team.

Integrated Digital marketing Companies:

Integrated Digital Marketing Companies offers both Web designing &

Development and Other Digital Marketing Services. They take up integrated

digital marketing projects. They are widely spread and occupies major customer

base in the market.

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Competition elements for Prodmetrics:

There are 5 top competitors for Prodmetrics in the geographic radius, which are

mentioned below

1. keshinformatics

2. pashamtechnologies

3. iamoninternet

4. wazebs

5. pixelw3

Website Design: All these companies are digital marketing service providers.

They have an attractive website because it resembles the way they do business

and as well as it shows the efficiency of their employees. All the companies are

competing with each other and also with Prodmetrics.

Services: All the companies provide same type of services such as SEO, SEM,

and SMM combined with business development and integrated website design &

development etc., Bu the product differentiation varies. Now let us discuss about

their offline world i.e., physically about their employees, company etc.

The companies are efficient in attracting the clients and also delivering

their services to the customers. Employees are dedicated due to the of different

types of HR policies in the respective companies.

Physical Office: As the physical office is not much important for this type of

companies their web presence must be far more attractive than their physical

office. The clients are from different part of the world they really dont concern

about physical office. They only just observe their web presence.

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Companies are organizing very economically and earning profits as well as good

reputation in the market.

Prodmetrics is competing with all this companies both online & offline by

providing effective and efficient services to the clients.

Apart from this, digital marketing industry is escalating day by day. There are

numerous freelancers and part timers who work on digital marketing around the

world. Even house wives work as a freelancer in many online platforms.

Hence, the competition is huge in digital marketing service.

As a company, Prodmetrics has its uniqueness and product differentiation that

makes it stand apart from other competitors.

2.6. Key Success Factors:

Traffic:

There are a great many best practices we can employ to increase traffic

organically. But, the majority of the companions ignore best practices. They dont

have enough copy, dont have enough in bound links and dont have the right

domains to maximize their organic SEO. Targeted Traffic is a good sign of a

successful Digital Marketing campaign.

Lead generation:

Lead generation is the process of creating sales leads which might convert into

sale for the company. Lead generation is the generation of consumer interest or

inquiry into products or services of a business. Leads can be created for

purposes such as list building, e-newsletter list acquisition or for sales leads. The

methods for generating leads typically fall under the umbrella of advertising, but

may also include non-paid sources such as organic search engine results or

42

referrals from existing customers. Businesses strive to generate "quality"

leads. Quality is usually determined by the propensity of the inquirer to take the

next action towards a purchase.

Communication:

Communication is the main factor of marketing digitally. It enables the company

to communicate their value delivery system directly to the end user or consumer

Digital Marketing enables the companies to interact and grasp the consumer

interests virtually. Some of the features of communication in Digital Marketing

are,

Clear and transparent mechanisms to enable consumers to choose not to

have their data collected for advertising or marketing purposes;

Clear indication that a social network site is commercial and is under the

control or influence of a marketer;

Limits are set so that marketers communicate directly only when there are

reasonable grounds to believe that the consumer has an interest in what is

being offered;

Respect for the rules and standards of acceptable commercial behavior in

social networks and the posting of marketing messages only when the forum

or site has clearly indicated its willingness to receive them

Conversation:

Conversion from optimization releases the company to witness conversion and

sales growth through online platforms

Leveraging these best optimization practices can help digital marketers

immediately improve conversion and returns on marketing investment

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Metrics:

If you cannot measure something, you cannot improve it. Given the increasing

importance of Digital Marketing, it is important that marketers agree on a set of

metrics aligned with their goals and objectives. Metrics allows the marketers to

know the success rate of the marketing campaign through Digital Marketing.

Exuberance: the monthly count of positive posts, comments and testimonials

Bucket Volume: comparison of monthly count of complaints and referrals

Activation: the monthly total of new sources that have shared your positive

content

Conversation: the total monthly share of conversations vs. competition

Engagement: the amount of repeat commenting and lengths of those comments

Repetition: average number of times a particular source/user retweeets or

comments on your content

Bonding: the percentage of your followers who comment or retweet your content

44

PART 2

45

Chapter 3

The present Study

46

Background of the Study:

Until a decade ago, the whole idea of Digital Marketing seemed like an

adolescent idea which will fade away in a year or two. While traditional marketers

were not convinced about the effectiveness of Digital Marketing strategies, their

scepticism further made it difficult for the industry to believe on this new

methodology. It appeared to everyone that Digital Marketing was a more Silicon

Valley thing.

In a country like India, the situation was even worse. India is a country

where people have grown used to traditional marketing methods like painted

advertisements, newspaper ads and TV advertisements. India seemed like a

country where people didnt have easy accessibility of internet and thus we were

far from Internet Advertising.

Undoubtedly, things have changed remarkably and India is emerging as

one of the widest audience for Social media and internet. Indian population forms

a major chunk of the people on various social media sites like Facebook, twitter,

Stumble upon, tumbler etc. and surprisingly digital marketing has taken a new

phase in India.

With the rapid increase of online presence in social media and networking

channels, Consumers in India are moving along with the changes in the next

phases of Communication. Marketers in India have already grabbed the pulse of

online consumer behaviour. Still there is a wide spectrum of opportunities where

the Companies and marketers have to look in more seriously.

There are many opportunities that Digital marketing is enabling the

companies to look at to build a strong communication to the customer base in

order to scale up marketing results to Escalate business out comes.

The study gives an understanding where the marketers leaving

unidentified gaps with Digital Marketing in planning & executing the promotional

47

campaigns online. The study also suggests key improvements in the Digital

Marketing strategy making which hopefully aids the benefit for Business

outcomes.

Objectives of the Study:

To Study the scope of Digital Marketing in current business environment.

To Study the Importance of Content Marketing in Creating Brand

Awareness through Digital Marketing.

To study the Business Development Process adopted by Prodmetrics for

Digital Marketing services offered to clients.

Scope of Digital Marketing:

The world of marketing has seen a great revolution in past few years

whether it is advertising, promotion or sales. Even those who were unsure of the

potential of digital marketing in the last decade have now dived into this ocean of

opportunities offered by the internet. Unlike, television marketing when your

target audiences were reached only during the prime time, digital marketing

allows you to connect with your customer almost anytime. While all other

industries are struggling with a growth rate of 5 to 10 %, digital media industry is

booming high with 30% growth rate. Digital Marketing, like traditional form of

marketing is a highly result driven and set objective practice. One cant begin a

digital marketing campaign without setting the campaign objectives. A digital

marketer understands the needs of the clients and visualizes their needs to

deliver what they want.

Due to the vast demographic expanse of the country digital marketing is

something which can really help the way people connect with each other. Digital

48

marketing is acting as a boon for the marketers because one of the greatest

hindrances of the traditional mode of marketing is lack of mass reach.

Digital marketing is pegged at nearly 3000 INR Crores and has been

maintaining a strong growth rate of 30%. In 2014-15, the sector is predicted to

reach almost 4000 INR Crores, which is pretty huge for a relatively new industry

in India.

.Biggest Online Advertisers:

The growth in digital marketing spends is not only just because of ecommerce

companies in India. The biggest online advertisers include companies in travel,

banking, financial services and automobile. The automobile industry has been

steadily bumping up its online advertising expenditure, they accounted for about

9% of the online spend in FY 2010 to 13% in FY 2011, and 14% in FY 2012.

Compared to other economies, in the west, digital marketing currently constitutes

25-35 percent of total advertising. In India, it only constitutes 5% currently.

Facts & Figures:

As per a recent study, although internet penetration in India is yet to cross

16% of the population, however in absolute numbers this percentage works out

to nearly 10 times the population of Australia.

According to a recent report released by IAMAI and IMRB, internet

penetration in India has crossed the 200 million mark by October 2013. Besides,

it is estimated that there will around 243 million internet users in the country by

June 2014, leaving behind the US as the worlds second largest internet base

after China.

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Moreover, India has 110 million mobile internet users of which 25 million

are in rural India. Of this 5 million internet users in rural India 70% access the

web via mobile phones. Not just that India with more than 82 million monthly

active Facebook users spots the third position in the world after the US and

Canada and it is expected that that the country will have the worlds largest

Facebook population by 2016

The latest trends among the people reveal that how crucial it has become

for marketers to go digital and why is digital marketing bound to grow potentially.

Earlier, internet usage was confined to the metro cities only but now its

burgeoning creepers have covered rural India as well. More and more people are

getting inclined towards digital marketing for it seems more convenient to them.

And, more inclined people are towards digital marketing, more will be the

requirements for digital marketers, eventually leading to a better and happening

world for both of them.

In fact, things have changed in such a way that a large number of

companies in India are planning to completely eschew promotions through TV or

any other traditional media in peak festive seasons. Besides, it is evident from

the facts and figures that things will only get bigger and better when it comes to

digital marketing to use every scope that it adds over the years and achieve

impact of brand online.

50

Content Marketing:

(Jeo Pulizzi, CMI) Consumers have shut off the traditional world of marketing.

They own a DVR to skip television advertising, often ignore magazine

advertising, and now have become so adept at online surfing that they can take

in online information without a care for banners or buttons (making them

irrelevant).

Smart marketers understand that traditional marketing is becoming less and

less effective by the minute, and that there has to be a better way. Enter content

marketing.

But what exactly is content marketing?

Content marketing is a marketing technique of creating and distributing valuable,

relevant and consistent content to attract and acquire a clearly defined audience

with the objective of driving profitable customer action.

Content marketings purpose is to attract and retain customers by

consistently creating and curating relevant and valuable content with the intention

of changing or enhancing consumer behaviour. It is an ongoing process that is

best integrated into your overall marketing strategy, and it focuses on owning

media, not renting it.

Basically, content marketing is the art of communicating with your customers and

prospects without selling. It is non-interruption marketing. Instead of pitching your

products or services, you are delivering information that makes your buyer more

intelligent. The essence of this content strategy is the belief that if we,

as businesses, deliver consistent, ongoing valuable information to buyers,

they ultimately reward us with their business and loyalty.

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And they do. Content marketing is being used by some of the greatest marketing

organizations in the world, including P&G, Microsoft, Cisco Systems and John

Deere. Its also developed and executed by small businesses and one-person

shops around the globe. Why? Because it works.

Content is the present and future of marketing:

Go back and read the content marketing definition one more time, but this time

remove the relevant and valuable. Thats the difference

between content marketing and the other informational garbage you get from

companies trying to sell you stuff. Companies send us information all the time

its just that most of the time its not very relevant or valuable (can you say

spam?). Thats what makes content marketing so intriguing in todays

environment of thousands of marketing messages per person per day. Good

content marketing makes a person stopread think behave differently.

Thought leaders and marketing experts from around the world, including the likes

of Seth Godin and hundreds of the leading thinkers in marketing have concluded

that content marketing isnt just the future, its the present

Marketing is impossible without great content:

Regardless of what type of marketing tactics you use, content marketing should

be part of your process, not something separate. Quality content is part of all

forms of marketing:

Social media marketing: Content marketing strategy comes before your

social media strategy.

SEO: Search engines reward businesses that publish quality,

consistent content.

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PR: Successful PR strategies address issues readers care about, not

their business.

PPC: For PPC to work, you need great content behind it.

Inbound marketing: Content is key to driving inbound traffic and leads.

Content strategy: Content strategy is part of most content marketing

strategies.

To be effective at content marketing, it is essential to have a documented content

marketing strategy. Download our 16-page guide to learn what questions to ask

and how to develop your strategy.

According to the Roper Public Affairs, 80 percent of business decision makers

prefer to get company information in a series of articles versus an advertisement.

Seventy percent say content marketing makes them feel closer to the sponsoring

company, while 60 percent say that company content helps them make better

product decisions.

Content marketing has firmly established itself as a core facet of the marketing

industry. Its seemingly sudden increase in popularity is due to its significant

benefits to other disciplines of online marketing, such as SEO and social media

marketing. Clearly, marketers have embraced content marketing and the

statistics prove its value.

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Chapter 4

Findings & Recommendations

54

Findings:

There is no specific number of Companies or Agencies that are providing

Digital Marketing Services throughout India. As, there are a large number

of Digital Marketing experts, who are working physically and virtually from

different parts of the world. The competition is going to be increasing day

by day. With reference to the report of IAMAI, 2013, the Digital Marketing

industry is witnessed to an increase in growth of around 33%, which is

more than any other Industry.

There are huge opportunities in Digital Marketing, where a huge number

of New Service providers and Freelancers are emerging day by day.

Importance of Content marketing in digital marketing where the companies

are ignoring while developing marketing strategies.

Found that the business approach and brand communication of many

companies are exactly the opposite way of how it should be.

The scale of spending is in Digital Marketing is increasing to be 39% more

than previous year.

55

Chart Showing the Current and estimated digital marketing Spends 2009-16

Chart. 4.1

56

Conclusion:

The study strengthens the fact that the scope of digital marketing is growing

intense in India. Whether you are a big business or just a start-up, Digital

Marketing can help lead your business of any company in the coveted direction

of success, because, company size is not a critical success factor in the digital

realm. The projections in 2014 would see digital Marketing spends at 7.9% of

the total spend. E- Commerce is spreading wide in India, Which brought

tremendous changes in the buying behaviour of consumers.

In digitally contestable markets, customers care less and less about

which company or sector provides services, as long as those services meet their

needs, said Mark Spelman.

Digital Marketing is key to establish presence in such digitally contestable

markets. Companies have already taking measures to conquer online customer

base. But they are literally failing in reaching the end users due to their poor

content marketing strategies. Content is what the companies communicate to the

users or customers. It holds the company value system and brand in

communicating to the online customer segment. So, Marketers have to integrate

their content, which holds the purpose and value delivery system with Digital

Marketing strategies. This is a key to develop business online.

57

Recommendations:

Increase Impact through Integration of communication with Digital

Channels

Integrating marketing communications is hardand thats not a new

concept. But with the rising prominence of digital channels, the issue of

integration has gotten more complex

Focussing more on Content Marketing Strategy and its activation through

digital marketing channels.

Todays content demands are ubiquitous and pervasive, potentially

spanning multiple segments and business units. But the progression of

content production has grown organically for most companies and remains

diffuse and underutilized. Marketers have to be keen on creating Content

marketing Strategies for business and integrating to Digital Marketing.

The Business and marketing approach has to be an inside out approach.

Where the companies have to target the customers who believe what they

believe. Digital marketing is such advantage to connect and link with the

consumer attention and interests. This approach could help companies

achieve better target segments wit a long term relationship.

58

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