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Digital Marketing-Gateway To Marketing Tomorrows Products112IntroductionDigital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isnt typically in real time.The channels of Digital Marketing include Internet, wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

3Literature Review'Indian companies using digital marketing for competitive advantage': The Economic Times, 5th October, 2014A growing number of marketers in India are leveraging digital marketing to increase their competitive advantage, a research by Adobe and CMO Council has revealed.According to the study, India leads in the confidence in digital marketing as a driver of competitive advantage.Ninety-six per cent of the Indian marketers have high confidence in the ability of digital marketing to drive competitive advantage. It is among the highest in Asia-Pacific APAC with only Australia leading with 97 per cent, the research said. However, while Indian marketers believe that the key driver to adopting digital is a growing internet population (70 per cent in India against 59 per cent in APAC), their belief that customer preference and digital dependence drive the adoption of digital, and that digital can engage the audience, is lower than the APAC averages, it added.

4Digital marketing moves beyond #hashtags, FB Likes and shares: The Economic Times, 15th October, 2014As social-media evolved, marketers had to learn the ropes and grow-up in full view of an often unforgiving public. Client and agency relationships were strained and changed, for better or worse, as new skills, talent and questions about metrics and measurement came into play. What used to be a two or three media race has now gone multi-media and multi-platform with seamless integration.Today, the digital leg of a brand's marketing push is not limited to thousands of Likes on Facebook or a few hundred retweets. No longer is digital strategy the last slide in a Powerpoint presentation. It is, in fact, top of the deck. Having said that, in a world where everything and everyone is digital, marketers and agencies are still often at a loss when it's time to communicate with one another, leave alone a digital native.In reality common users are sometimes better acquainted with digital media and are often more adept at using and managing online avatars and reputations better and more creatively than experienced advertisers and their agencies.

5PepsiCo adopts innovative ways for digital marketing in India, The Economic Times, 23rd February 2012Learning from mistakes made globally in digital marketing, food and beverage major PepsiCo is adopting innovative methods in India to tap the potential ofsocial mediafor buildingbrand equityand increase sales. The Global Head Digital, Mr. Shiv Singh said that India is a unique place and market and there have been a lot of mistakes made around the world in terms of digital marketing. India does not have to make the same mistakes. It is extremely important for brands to have a direct relationship with their consumers and not simply outsource it to an agency alone, he added. Digital media should be used for real time marketing and this medium should be used both for brand building and generating sales. Singh said PepsiCo uses multiple agencies to handle digital media account for different brands and products in India.

6ObjectivesThe Objectives of doing my project are as follows:

To find out how Digital Marketing can be used as a vehicle to promote products.

To find out the reasons for the change from Traditional Marketing to Digital Marketing.

To find the challenges faced by marketers in Digital Marketing

To find out the impact of Digital Marketing on consumer behavior.

7Digital Marketing VS Internet Marketing

Digital marketing is a broad term that describes a set of marketing processes that utilize all available digital channels to promote a product or service or build a digital brand. Digital marketing has come to succeed traditional marketing and the transition from paper and newspaper ads toFacebook and PPC campaigns. The channels that make up digital marketing include: Websites, Social media platforms, Banner placement, email marketing, mobile marketing, SEO, pay per click campaigns, Web TV, SMS, billboards and anything else with a digital foundation. Internet marketing is a subset of digital marketing. It is in fact the most important component since the majority of digital marketing activities fall within the boundaries of Internet marketing.