MKT312 Essentials of Marketing Research

Section: 2 (Group - 3)

Topic: Online Marketing and Web Design

Submitted to faculty: Prof. Sujo Thomas

Roll No. Name of the Student Name of the Program

AU1910081 Darshan Detroja BBA (Hons)

AU1910593 Shivam Kundariya BBA (Hons)

AU1910010 Prisha Thakkar BBA (Hons)

AU1910052 Srishti Agarwal BBA (Hons)

AU1910207 Fatima Pothiawala BBA (Hons)

AU1910216 Khiranshu Bhanushali BBA (Hons)

AU1910355 Ansh Mashruwala BBA (Hons)

Introduction:
Marketers are bringing brands closer to their customers' daily lives. Customers' shifting position as value
co-producers is becoming increasingly significant (Prahalad and Ramaswamy, 2004). According to Khan
and Mahapatra (2009), technology is critical in increasing the quality of services supplied by business
units. Electronic marketing (EM), according to Hoge (1993), is the transfer of products or services from a
vendor to a customer using one or more electronic techniques and media channels. In the nineteenth
century, telegraphs were used to start e-marketing. Electronic media has been the dominating marketing
force with the advent and widespread acceptance of the radio, TV sets, and telephone. Traditional
marketing is becoming obsolete nowadays since internet marketing has grown to various branches,
including blogging, social media marketing, email marketing, content creation and marketing, Mobile
marketing, affiliated marketing and chatbots, and many more. Consumers may use online marketing to
promote things they believe are worthy of purchase from its extensive features, design, endurance, quality
of the product, and usefulness of diverse products throughout the industry. It is already common
knowledge that what we refer to as "marketing" has experienced significant changes in recent years
(Petkus, 2010), with the Internet playing a vital part in this development. The World Wide Web is "The
whole network that connects computers worldwide. It is made up of the backbone of data centers and
broad communications networking links between them that are utilized to store and distribute the massive
amounts of data transmitted via the internet" (Chaffey, 2000: 12). Several researchers have examined into
how the Internet has changed the framework and performance of various industries, such as hotel and
tourism (Xiang et al 2008; Beldona 2005; Gretzel, et al. 2006; Kah, et al. 2006; Pan and Fesenmaier 2006;
MacKayet al 2005; Weber and Roehl 1999), educational marketing (Hollenbeck, et al. 2011; Eastman and
Swift, 2001; Kynama and Keesling, 2000), Medicine and healthcare (Rupoert, 2001; Datta, et al., 2008;
Gadish, 2007), etc. The invention of the Internet has changed rules, and marketers have no choice but to
follow them (scott, 2009:8). In truth, marketing is only one of several industries where internet-based
technology advancements have had a significant impact. The most striking feature of the Internet's
ascension to the forefront of commerce and marketing is that it is not only a new station of promo, a new
form of marketing goods and services amid other conventional, pre-Internet methods of marketing and
promoting products and services.

The measures that a firm takes to promote the purchase of products or services are referred to as
marketing. The firm uses marketing to find consumers for its services and products. The promotion of any
product or service in the digital or online format is digital marketing. Generally, online marketing was
organized or controlled by cellphones, PCs, and laptops. The main benefit of online marketing is that it
allows marketers to promote their products or services, 24X7 and 365 days a year, at a cheaper cost, with
more efficiency, to encourage customers to make additional purchases and to enhance consumers' service
(P. Kotler,2000). According to the data collected by Internet world stats, approximately 1.1 billion people
used the internet in 2005, accounting for 16.6% of the world's population. The number of users
simultaneously increased and reached 4.8 billion by 2020, with 62 percent of the people using the
internet. Furthermore, there is a clear link between digital/online marketing and the internet. With the
most significant number of internet users, countries like India and China have a considerable advantage.
For example, companies like McDonald's use the internet to promote brand messaging and build customer
relationships. They've created online communities for kids, like the Happy Meal website, which has
educational and engaging activities to keep consumers connected (Rowley 2004). Canon iMage Gateway
allows users to exchange digital images with friends via the internet. Lancôme, a L'Oréal brand, utilizes
e-mail newsletters to stay in touch with clients and aims to enhance brand loyalty (Merisavo et al., 2004).
Magazine publishers can use e-mails and SMS messages to activate and push their clients to the Internet
(Merisavo et al., 2004).

About digital marketing:

With the growth and increasing use of information technology, electronic commerce has given rise to a
revolution which has evolved the way businesses buy and sell services and products. This revolution is in
the form of online marketing. Digital marketing refers to marketing and advertising efforts that use the
internet to drive direct sales via e-commerce. Online marketing focuses on reaching more and more
prospective consumers, increasing engagement, and developing better and closer relationships with
customers by making the message of the brand a part of their online experience. It is all about subtly
becoming a part of the online user experience and creating a presence among the community by
integrating the brand’s message with the larger views, beliefs, and culture of the community (Newlands,
2011). According to Nerurkar (2014), digital marketing can be divided into more specialized areas such as
email marketing, web marketing and social media marketing. Email marketing involves reaching out to
current and prospective customers for advertising and promotional purposes and developing good
personal relationships with them. Web marketing includes marketing and promotions via the web using
websites such as e-commerce websites, promotional or informative websites, affiliate marketing websites
and online advertising using search engines via search engine optimization (SEO). Social media
marketing involves promotional and marketing efforts via various social media networks such as
Facebook, Instagram, Twitter, YouTube, etc.

Online marketing has brought with it, unlimited possibilities, and options for marketers as well as
consumers. The marketers can easily reach the existing as well as potential consumers, and the consumers
can more conveniently find out about the existing as well as new and upcoming brands. According to the
research conducted by Owen and Humphrey, online marketing has enabled brands to move towards
interactions with individual customers and recipients rather than masses of consumers. This is majorly
due to various communication channels and the infrastructure that enables and supports them. The use of
various communication channels such as Facebook, Myspace, Instagram, YouTube, personal blogs,
websites, etc., has enabled brands to enter new markets in ways that are not like the traditional advertising
measures. From a big corporation to a small or new brand, everyone can create an online presence using
various social media networks or websites. Creating web pages enables brands to reach new markets
quickly and without significant costs that would have been incurred with traditional marketing methods.
Promotion and advertising through these communication channels has only been possible due to the
infrastructure that enables it, which is technological, commercial, social, and political. The technological
infrastructure includes interconnected servers, computers, switches, routers, etc. that make that enable the
Internet to function. Without a sound technological infrastructure, a stable online presence cannot be
created. Technological infrastructure, however, is not enough. It needs to be backed by commercial
infrastructure as well. Without a commercial motive, none of the channels would want to function. The
commercial motive has led to the formation of a huge web whereby brands, marketers, communication
channels, and consumers can mutually benefit. With the increase in the size of this network, the number
of scams and frauds have also started to rise. This is where the political infrastructure or framework
comes in. The political framework should be welcoming and open to the technological advancements,
while also maintaining decorum with the help of various rules and regulations so that none of the parties
are ill-treated or exploited. Lastly, the social infrastructure plays a vital role in the existence of online
marketing, as unless people accept and use a particular product, service, idea, or concept, none of the
other infrastructures matter. Such infrastructure enables marketers to use various techniques such as viral
marketing, guerilla marketing, buzz marketing, and various forms of ‘word of mouth’ marketing in the
social media context.

Earlier, the internet used to be limited to the public institutions and the government, but with the growth
in information technology and thereby, various communication channels, individuals all over the world
have started using the internet, thus, making online marketing a boon for not only brands and businesses,
but also for customers.

About web design:

Web design refers to the designing or planning websites that are displayed on the net. It mainly refers to
the user experience aspects of website development instead of software development. Previously, web
design was primarily based on making websites for desktop users; however, since the mid-2010s, phone
browser design has become increasingly important.

The beginning of Web and Web Designing

While working at CERN in 1989, Tim Berners-Lee proposed to form a global hypertext project, which
later became the World Wide Web. During the period 1991 to 1993 World Wide Web was born. Text-only
pages were viewed employing specific line-mode browsers. The Mosaic browser was built by Marc
Andreessen and Eric Bina in 1993. There were several browsers available at the time. However, the bulk
of them was Unix-based and naturally text-heavy. There has not been a unified approach to graphical and
visual design components like images or sounds. The Mosaic browser broke this construct. The (W3C)
was founded in October 1994 with the mission of "leading the World Wide Web to its maximum potential
by defining standards a common convention that promotes its evolution and ensures its interoperability."
This made it more difficult for a single corporation to gain a monopoly on a proprietary browser and
artificial language, which could have altered the effect of the World Wide Web as a whole. The W3C
continues to set standards, which may today be seen with JavaScript and other languages. In 1994
Andreessen formed Mosaic Communications Corp., which later became known as Netscape
Communications, the Netscape 0.9 browser. Netscape created its HTML tags without relevance to the
standard Netscape 1.1, for example, has tags for modifying the background of colors and formatting text
with tables on its sites. The browser battles began from 1996 to 1999 as Microsoft and Netscape fought
for ultimate browser dominance. There were many new technologies within the field during this time,
notably Cascading Style Sheets, JavaScript, and Dynamic HTML. In the end, the browser competition did
result in many positive creations and helped web design evolve at a rapid pace.

Evolution of Web Design

Microsoft developed its first rival browser, Internet Explorer, in 1996, a complete package with its
features and HTML tags. It's also the first browser to allow style sheets, which was seen as an
insignificant authoring technique and is today an essential aspect of web design. The HTML markup for
tables was initially intended for displaying tabular data. However, designers were quick to realize the
potential of using HTML tables for creating complex, multi-column layouts that were otherwise
impossible. At that time, design and pleasing aesthetics were perceived to prioritize good markup
structure, and not much attention was paid to semantics and web accessibility. In 1996, Flash (initially
referred to as FutureSplash) was developed. The Flash content development tool was relatively more
straightforward than Now, utilizing basic design and drawing tools, as well as a restricted forerunner to
ActionScript. Still, it enabled web designers to travel beyond the initial purpose of HTML, animated
GIFs, and JavaScript. For widgets, designers returned to gif animations and JavaScript. But the
advantages of Flash made it famous enough among specific target markets to work its way to the
overwhelming majority of browsers eventually and powerful sufficient to be used to develop entire sites.

A web designer works on the aesthetic aspect, arrangement, and, in some instances, a website's content.
The aesthetic element, for example, relates to the colors, font, and images used. The arrangement is how
information is organized and classified. A righteous web design is easy to operate, aesthetically pleasing,
and suits the customer and brand of the webpage. Many websites are designed with a goal of simplicity so
that no extra information and functions might distract or confuse the users. As the foundation of a web
designer's output is a site that wins and fosters the target audience's trust, eliminating as many potential
spots of user annoyance as possible is an important consideration. Two of the most common ways of
designing web pages that work well both on desktop and mobile are responsive and adaptive design. It is
responsive when the content moves dynamically depending on the screen size. The website content is
fixed in layout sizes that match the standard screen aspects of adaptive design. Saving a layout as similar
as possible between devices is key to maintaining consumer trust and usage. As responsive design offers
difficulties in this context, designers must be careful in giving up control of how their work will show. If
the designers are responsible for the content, too, while it may require them to broaden their skill set, they
will have the advantage of complete control of the finished outcome.

The Internet has been developed with significant growth as a new commercial channel in the last few
years. In a market with a target audience of over 1400 million people (Internet World Stats, 2008) and
over 70 million dot-com websites (Internet World Stats, 2008), globally (Domain tools, 2008), the
opportunities for trading are almost infinite. Thus, a significant increase in capacity arises, and the firms
wonder what they must do to get the best results. The foundation of the answer can be by understanding
what the consumer wants. For this very reason, there has been an increase in a significant body of
research focused on the factors that affect the success of an e-commerce website from the users' point of
view (e.g., Jarvenpaa and Todd, 1997; Torkzadeh and Dhillon,
2002). In agreement with this, many studies have identified web design as a critical factor for developing
an excellent interaction to satisfy consumer needs. A good design is applicable for companies to survive
on the ruthless World Wide Web (e.g., Ranganathan and Ganapathy, 2002; Liang and Lai, 2002; Tan and
Wei, 2006).

Growth of digital marketing & web design:

India has seen a drastic upliftment when talking regarding the internet availability and internet usage, this
has increased especially after the launch of Reliance Jio as a mobile service provider. JIO changed the
way Indians used internet, before it used to be used just for work or education purposes but with JIO the
availability of internet, its usage and its perception for the Indian crowd changed immensely. Jio provided
data in such quantities which the market had never even experienced before and that too such affordable
prices which the Indian audience had never even seen.

This has led to the major Indian population to use the internet very often and for prolonged periods of
time. Nowadays as everything has been switching to online, from payments to booking a trip the
importance of digital marketing and web design has increased severely for the small growing companies
and even giant corporations. It seems like these days growing without right digital marketing strategies is
impossible. The web design industry is growing day by day and is almost parallel with digital marketing
as the two go by together. Digital marketing in the year 2019-20 has seen a 26% growth from the previous
year and the digital marketing sector and the web design sector thus have been booming immensely.
Indians nowadays use the internet to learn every small thing, from reading books to watching movies and
a lot more. India is making its way to cross China in terms of internet usage, and is now seeming as the
next big internet and digital marketing consumers. Digital marketing is one of the fastest moving sectors
with web design being after it. People have started even using AI to automate the ads and increase their
customer base. In such an era where internet usage in India is just at its early midpoint, it seems that
digital marketing and web design are going to be the next big sectors where money would be heavily
spent and made. Digital marketing and web design play a crucial role in making a strong loyal customer
base as digital marketing is beyond the demographic boundaries and even with AI helps to target the right
market and with aesthetic and customer friendly web design a strong customer base gets easy to make.
Based on various reports and research studies over the growth of the digital marketing and web design
sector it looks like by the end of 2025 the biggest sector in India would be digital marketing and web
design with a booming 160+ billion dollar industry. Companies who have adopted the digital marketing
style of customer acquisition and identification for their brands have seen immense growth. Brands such
as mama earth, WOW, lenskart, BharatPe and nykaa are already ruling their own sectors and are setting
examples through their strong digital marketing and easy to use customer friendly web design. As it's
said, change is an integral part of life, and more than life it now applies to the field of digital marketing
and web design as the future is set to be in these sectors. Technology also is going to play a significant
role in this sector as through right technology companies would be able indulge a great user friendly and
dynamic web design through which the companies would be able to amp up their growth and consumer
population. Lastly, digital marketing and web design are the way to growth and right customer and brand
loyalty seems to be only built with the help of this sector due to its significance.
Importance of web design in digital marketing:
Your website is a reflection of the goods or services you provide. It is the location where most of your
company interactions will take place. It's only logical if you step forward, communicate with your
audience, and meet their requirements. Even if you perform offline marketing or promotion, it will
probably direct consumers to your Webpage, whether it's about making a purchase, using services,
making reservations, or obtaining contact information.

While the website is an essential aspect of your promotional efforts, many firms overlook that it is merely
one part of a larger internet strategy presence and should be consistent in look, feel, and function with
your other marketing activities such as PPC - Pay Per Click advertising. The Webpage is a superb
marketing tool with several perks. Many organizations and brands have grasped the value of digital
marketing in this digital era and have begun updating their websites. But this will not improve the
organization's search engine ranks, but it will undoubtedly enhance bounce rates.

Earlier, websites were built to meet one or two parts of digital marketing demands. However, digital
marketing services have made individuals aware of the required changes on web pages. One
Technologies, the leading digital marketing firm, understands how to utilize site design as an efficient
digital marketing approach. A company's website acts as the primary point of contact for customers. It
reflects your company's credibility and experience, and brand image. This is why website design is so
essential for any digital marketing strategy.

Impact of Web Design on Digital Marketing Strategy:

The website serves as the first contact with potential customers for most organizations and companies. It's
only natural to select a professional and user-friendly website design to communicate your message
successfully. In the world of digital marketing, your approaches are only as practical as your online
platform. You may get more leads and convert them into paying clients by focusing on web design. These
Are some factors considering the Impact of Web Design on Digital Marketing Strategy

1. User Experience

In the area of marketing, the words User Experience (UX), Information Architecture (IA), and User
Interface (UI) have now been thrown around for years. It's all about responsive design, quick browsing,
and making it simple for mobile customers to complete transactions. The truth is that it has infiltrated all
aspects of life and culture. Businesses should evaluate their bounce rates, desertion rates, page session
time, and other indicators when contemplating a user experience update. Understanding website design
fundamentals such as IA, UX, and UI will help you create the optimal experience for your target
audience.

These indicators might help you pinpoint areas where your customers are having problems.
2. Search Engine Optimisation

Among the most common justifications for a website, redesign is to improve Search Engine Optimization
(SEO) (SEO). On the other hand, many others claim that the design elements do not sufficiently
accommodate all of the ranking aspects required for better rankings. When Google makes a substantial
change, the impact on orders is immediate. As a result, websites are constantly modified to suit the most
current information.

Google's algorithm is a great way to improve any digital marketing strategy. Make sure your work stands
out among the others while developing a website or providing content for one. Google despises
duplication of data.

3. Branding

Organizations must follow a common brand identity because it builds client credibility and trust, which
helps to enhance customer-company connections. If you want to create a unique platform, experimenting
with fresh ideas before establishing a website will help you get there faster. Even if you design it precisely
and the layout is visually beautiful and user-friendly, you can't launch it until you double-check that it
works.

4. Conversion Rates Optimisation (CRO)

Keep a website's conversion rate into account when assessing its system performance to give the best
possible Client Experience (CX). Because conversion rate is inextricably related to how users engage with
a website, it's essential to consider when a company makes marketing plans. When done correctly,
conversion rates are directly tied to the success of web design.

Each response is crucial to knowing when marketing strategy and website design. Marketers are
concerned about key performance indicators (KPIs) and other tasks such as new vs. returning consumers,
consumer behavior, and social media ad attribution. This will give you a better idea of what works and
what could be improved.

5. Content Readability

To complement your website's overall style, your text should be aesthetically attractive and easy to read
due to online content marketing. To look presentable and gain a wider viewing audience, use a single font
for titles and a different font for body material. To ensure that your viewers can read and grasp your
material, you must use suitable fonts and colors.
Conclusion:
Due to the rise of electronic marketing, the use of traditional marketing methods such as telegraphs has
substantially decreased. People have also started using electronic media as their marketing strategies such
as blogging, social media marketing, email marketing, web marketing, content creation and marketing etc.
People have also started using online marketing to promote products and services they use or sell. The
main benefit of online marketing is that it allows marketers to promote their products or services, 24X7
and 365 days a year, at a cheaper cost, with more efficiency, to encourage customers to make additional
purchases and to enhance consumers service (P. Kotler,2000). According to the data collected by Internet
world stats, approximately 1.1 billion people used the internet in 2005, accounting for 16.6% of the
world's population. With the increase in the use of internet, e-commerce has undergone a revolution in the
form of online marketing. Online marketing has enabled brands to reach new markets more quickly, with
less costs, and in ways that are not like traditional approaches. Not only does it benefit the brands and
marketers, but also the consumers as it increases the brand visibility and flow of information between the
brand and its current and potential customers. It has enabled brands to become a part of the consumers’
online experience and align itself with the beliefs and values of its target markets. This is majorly due to
the increasing use of communication channels and the various infrastructures that enable these channels.
It has created a commercial web that benefits everyone who is a part of it. Online marketing, thus, is a
boon for not only brands and marketers, but also consumers.

One of the important parts of electronic marketing is web design. Web design refers to the designing or
planning of websites that are displayed on the net. It mostly refers to the user experience aspects of
website development instead of software development. Web designing used to be focused on designing
websites for desktop browsers; but, since the mid-2010s, design for mobile and tablet browsers has
become more important. web design has a big influence on how a company tackles digital marketing. You
risk hurting your professional image if you make a web design mistake. Ensure that no aspect of digital
marketing is missed and that it is accounted for in your overall implement strategic plan. Remember that
good web design is important for website branding, search engine optimization, and social media
outreach. Your digital marketing strategy and overall brand might benefit from a comprehensive
understanding of your website's design.

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