Term Paper FINAL
Term Paper FINAL
Term Paper FINAL
ON
DIGITAL INFLUX IN THE WORLD OF MARKETING
Dissertation submitted in partial fulfilment of the requirements of the
graduate degree in
BACHELORS OF BUSINESS ADMINISTRATION(HONOURS)
Submitted By
NAME OF THE STUDENT: EASHAA SARAOGI
ROLL NO: 150
Under the supervision of:
DR. OINDRILA CHAKRABORTY
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DECLARATION
I declare the following
1. The word count of this term paper is around 12776 words.
2. That the material contained in this dissertation is the end result of
my own work and that due acknowledgement has been given in the
bibliography and all references to all sources be they printed,
electronic or personal.
3. I agree to my term paper being submitted to a plagiarism detection
service, where it will be stored in a database and compared against
work submitted from this or any other school or from other
institutions using this service.
4. In this event there is a high degree of similarity in content detected;
further investigations may lead to disciplinary actions including the
cancellation of my degree according to Jadavpur University rules and
regulations. I declare that ethical issues have been considered,
evaluated and appropriately addressed in this research.
5. I agree to an entire electronic copy or sections of the dissertation to
being placed on the elearning portal, if deemed appropriate, to allow
future students the opportunity to see examples of past dissertation
and be able to print and download copies if they so desire.
SIGNED
NAME:EASHAA SARAOGI
DATE:15TH MAY,2019
ROLL N0:150
REGISTRATION NO-138122 OF 2016-17
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To,
Controller of Examination,
Jadavpur University,
Kolkata
Respected Sir,
I, Eashaa Saraogi, take full ownership of this work, titled "A
Comparative study of soft drinks based on consumer preferences and
demographics”
All the references used are well acknowledged in the bibliography.
The dissertation paper is inpartialfulfillment of the requirements of
Graduation Degree in Bachelors of Business Administration (honors)
awarded by jadavpur university.
Yours Sincerely,
Eashaa Saraogi
Roll no:150
Registration No:138122 Of 2016-17
ACKNOWLEDGEMENT
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I would like to express my deepest appreciation to all those who
provided me with the responsibility to complete this semester project .
A special gratitude to our Maam, Oindrila Chakraborty to include
this project in our syllabus which made us study different topics in
depth and improve our presentation skills . I would like to
acknowledge with much appreciation the crucial role of my Professors
whose contribution in stimulating suggestions and encouragement
helped me to coordinate my project work and helped assemble the
parts and gave us valuable suggestions . I thank all of them who have
directly and indirectly helped me in my project .
TABLE OF CONTENTS
SR CONTENTS PAGE NO.
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NO.
1. INTRODUCTION
1.1Premise 9
1.2Background of the study 10
1.3Statement of the Research 12
Problem 13
1.4Rationale of the Study 13
1.5Beneficiary of the study
1.6Limitations of the study
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4.2.11 Creative
4.2.12 Research and planning
4.2.13 Digital Strategy
4.3 Types of Digital Marketing 22
4.4 Digital Marketing Channels 23
4.4.1 Search Engine Optimisation
4.4.2 Search Engine Marketing
4.4.3 Social Media Marketing
4.4.4 Online Display of Ads
4.4.5 Online Reputation
Management
4.4.6 Mobile Marketing
35
4.4.7 Email Marketing
37
4.5 Advantages of Digital Marketing
38
4.6 AIDMA as AISAS in Digital Era
39
4.7 Some Basic Terms in Digital
39
Marketing
40
4.8 Types of Ads
43
4.9 Monetary Terms in Digital
Marketing 49
4.10 Branding in Digital era
4.11 Digital Marketing Vs Online
Marketing
4.12 How Digital Marketing
influences consumer behaviour.
5. Research Methodology
5.1 Premise
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5.2 Sampling Technique
5.3 Sample Size
5.4 Sampling Frame
5.5 Sample Unit
5.6 Research Design
5.7 Research Instrument
5.8 Data Collection Techniques
5.8.1 Primary Data
5.8.2 Secondary Data
6 Data Analysis and Finding
6.1 Premise 52
6.2 Demographic Profile 53
6.2.1 Age 54
6.2.2. Gender
6.2.3 Occupation 55
6.3 Digital Marketing as a tool to 56
grow Business
6.4 Respondents attitude towards 57
Online Purchases 58
6.5 Print Media VS Digital Media 59
6.6 Tools of Digital Marketing
6.6.1 Importance of the various tools 60
of digital marketing 61
6.6.2 Most preferred social media
platform
6.6.3Importance of Online Platform
for various purposes
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6.7 Opinion on Digital Marketing
6.8Factors limiting the success of
digital marketing
7. Deliberations on Research Findings
8. Conclusion and Recommendations
8.1 Conclusion
8.2 Recommendations
9. Managerial Implications
10. Bibliography
11. ANNEXURE
1. INTRODUCTION
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Marketing and technology have always been inseparable. Currently,
there are over 1876 marketing technology vendors in the market. 60%
of these companies are planning on increasing their investments this
year! Marketing has now become one of the most lucrative industries
out there and is now a core component of market ecosystems all
around the world. With the rising popularity of the internet, digital
marketing has achieved exponential success through gradual
evolution. Given below is a concise guide on how digital marketing
has achieved explosive growth.
In 1981, IBM launched their first computer called the SQL, which was
adopted by the ANSI. During this time the market itself was still
finding a unified structure. This is where digital marketing finally was
introduced as new features started to emerge. This included client
architecture, advents of servers, field sales channel automation,
contact strategy optimization, marketing resource management, and
analytics. After the first computer was introduced to the public, many
businesses had started to target this niche in the market. However,
very few of these businesses had actually managed to devise adequate
digital marketing services or products.
The early nineties are recognized as the pivotal years for the digital
marketing industry. By this point in time, there were over 16 million
of internet users. This spurred the growth of many innovations by
different companies. With the popularity of the internet, many CRM
vendors started to appear and were creating a coherent structure for
every digital marketing company. Furthermore, this when pioneers of
the industry claimed that information was rich in data and poor in
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information. Basically, every business had a substantial amount of
data but lacked the resources to make any sense of this information.
The twenties or the digital era has witnessed the highest growth in
digital marketing services and products because by this time there
were over 558 million internet users. Google went public and Apple
launched their first smartphone! All of these innovations set a new
standard in the market and induced a ripple effect which resulted in
the expedited growth of digital marketing. By the early twenties, many
products and services were digitized and marketed on the internet.
This is exactly why digital marketing finally created a strong foothold
in the market. However, this uncharted territory was still too fresh for
marketers to effectively offer service and products that would revamp
the entire market structure.
2. RESEARCH OBJECTIVES
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• To investigate different forms of digital marketing as per
demographic profile of customers.
• To identify the most effective digital marketing tool for various
purposes pertaining to consumers.
• To compare digital media with print media, based on customer
feedback.
• To identify reasons to choose digital marketing by marketing
houses as per client ( awareness ceation, engage prospects,
lead generation, lead nurturing, lead conversion, reminder
etc.).
• To explore consumer feedback based on importance of digital
marketing ( constant reminder, knowledge, awareness,
exposure to brands etc
3.LITERATURE REVIEW
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3.1. LiteratureReview
A literature review is a scholarly paper, which includes the current
knowledge including substantive findings, as well as theoretical and
methodological contributions to a particular topic. Literature
reviewsare secondary sources, and do not report new or original
experimental work.
1.Chiara (2001) in her article examined the role of web in
branding.
In this paper difference in corporate attitudes to the Web are
discussed and conclusions as to the way in which branding
practice and theory are affected by the new technology are
drawn. This article explains the Web is both a distribution
and a communications channel that facilitates interaction
community building, openness and comparability.
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comparison to this, automotive, travel and retail spend 37%
of the total advertising revenue and financial service
companies spend 12% only. Some of the top
spenders in India are automobiles, followed by brands like
Pepsodent, Kellogg’s, Cadbury, HDFC (Housing
Development Finance Corporation Ltd.) loans and Sunsilk.
In addition to these the early adopters in the field of finance
and IT are also increasing their spending. Globally, the trend
is that almost 60% of the revenue goes to five firms- Goggle,
Yahoo, Microsoft, AOL (America Online Launchers), and
Overture. Approximately, 90% of the Google revenues come
from advertising. In India, portals like indiatimes.com,
exchange4media.com, rediffmail.com, agencyfaqs.com etc
are attracting major online spender.
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when it comes to online venues, how can you target the right
audience when millions are browsing?
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7. Bondar (2008) has published his article on “sales and marketing
strategies”
4.CONCEPTUAL FRAMEWORK
4.1 INDIAN SCENARIO
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The web is now established in India as a mass market media channel
for the wealthy. Email has become a mass market media channel for
office workers and professional classes, but the use is more fractured
than in Europe. The main changes in internet access both at home and
at work have happened in the last five years and have seen the internet
has become an essential part of office life. The number of people with
access continues to rise, but it is still only 5% of the country. The time
they spend online is rising too and the frequency of use is rising
people who have access use it a lot and continue to use it more and
more. In this report we have collated together a market snapshot of
how internet access and use in the country is developing.
Internet access growth started accelerating in 2002 and both the web
and email have now mainstreamed as both a consumer and business
tool. Not surprisingly internet use is skewed massively towards
specific up-market demographics and professional classes that have
access as part of their working lives. The twenty something
professionals are graduating college with internet access part of their
personal landscape, so a clear cohort effect is in play – as this group
ages they replace the older generation where internet use is patchier,
and the digital behaviour on the whole, less engrained. Email has
become an important business tool for both domestic and international
firms, and the ability to overcome the geographic challenges of such a
large country have made it a quick replacement for fax services.
However, the role of the web goes far beyond business. For a new
generation of consumers, it’s become a key lifestyle and entertainment
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channel, with many strong nationally created entertainment, sport and
news sites traceable back to the mid-nineties. The strong home-grown
content industry India has had, complemented by a strong IT sectors
in Bangalore, Mumbai and Delhi have fuelled internet development.
In terms of international access, there is an additional pattern of strong
use of UK and US websites as well as international sports websites.
Email and information remain the strongest reasons people cite for
going online in India, but the use of video has grown rapidly in the
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past few years and will continue to do so, following trends from
Western Europe. National broadcasters as well as the BBC and
YouTube have all been early beneficiaries of online video viewing
from India. The role of social media is growing rapidly with over
60million people having profiles on social networking sites. This will
accelerate through to 2012 by which time internet access should have
broadened and social media become a standard element of web use
with most regular users having at least one social media profile.
Blogging and RSS use also prove to be significantly high at present;
this will continue, but relative to other tools, blogging’s share of voice
will decline throughout to 2010.
For people with access, it’s a major part of their daily or weekly
schedule. The internet is a gateway to world knowledge as well as a
massive platform for national media and documentation. Once people
start using the internet their behaviour changes permanently and
already in India over two thirds of people with access use it several
times a week or more. Work audiences account for significant
amounts of the online total population. Access from internet cafes
remains extremely high, averaging 30% on working days
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This is the real mass market communication tool. There are around
300m mobile users in India (2008: 286million accounts). 92% of
mobile subscribers are on pre-paid connection and remaining 8% on
post-paid terms according to the IAMAI research of 2008. The Indian
telecommunications market has tremendous growth opportunities –
and according to IAMAI is set to exceed 500 million by 2010. Value
added services - SMS, Hello Tunes, Music on Demand and Airtel
Live - contributed to about 9.5% of the total revenues of the segment
and SMS alone accounted for 4.1% of the total revenue in the market
according to Go Broadband (2009). Mobile adoption has always been
higher, so for SMS marketing, that is the true mass market media
channel across many demographics. While mobile use is very high,
mobile devices and the web will not properly converge until late 2010
so this remains an SMS text platform rather than mobile internet.
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4.2 DIGITAL MEDIA
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4.2.1) Digital Ecosystem
Channels •Email
•Video
•Websites
•Analytics
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4.2.3) Displays
Display advertising is a type of advertising that typically contains
text (i.e., copy), logos, photographs or other images, location
maps, and similar items. In periodicals, display advertising can
appear on the same page as, or on the page adjacent to, general
editorial content. Normal banners, Rich media banner, Interstitials
and pops are example of displays.
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4.2.7) Video
Marketers are now use video to make customers aware of brands and
to sharing the experience of other customers. YouTube ads are too
popular in video ads. In social media platforms also, brands are
sharing video.
4.2.8) Analysis
Analytics is the practice of evaluating data, and the process by which
a company arrives at a most advantageous decision. Here marketer
analysis the integrate channel to understand the effectiveness of
communication. Analysis may be based on numbers of visitor or like
in social media pages. Etc.
4.2.11) Creative
Creative is the artistic component of an ad or website. It usually
includes an image and copy present in ads or website. Marketer can
make those contents attractive to customers. Marketer will sometimes
change the entire design of websites, apps, etc.
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4.2.12) Research and Planning
Marketer will do some research to understand the behaviour, taste and
preference to customers in digital platform. This research may be
doing by using paid-tools like ComScore, Etc. Through this research
marketer can understanding where target audience is present or what
target audience would to do in online. After research marketer will
plan new campaigns based on those research reports. These campaigns
are more effective to reach the target audience properly.
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demographics and use your marketing dollars to promote your
product to the people you know are interested in what you must
sell. A push marketing campaign can be more expensive when it
comes to upfront costs, so you really need to be sure that your
marketing is going to reach the right people at the right time.
Behaviour targeting is good example for push digital marketing.
But don't get confused by seeing Email in push and pull, there is a
difference. If marketer is sending emails with customized content
or banners to specific group of customers is push digital
marketing. If marketer is sending emails with the same content or
banner to all customers is pull digital marketing.
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4.4 DIGITAL MARKETING CHANNELS
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4.4.2SEM (Search Engine Marketing)
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SEM/PA
IDADS
SEM/PAIDADS
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resulting electronic word of mouth (eWoM) refers to any
statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an
event, product, service, brand or company. When the
underlying message spreads from user to user and
presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned
media rather than paid media.
Engagement
Facebook Marketing
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more likely to make a purchase after "liking" a brand
on Facebook. Face book marketing requires a good
intellects and unique thinking to make the campaign
effective.
Thumb rules:
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• Analyse what works, and what doesn’t work:
Facebook Insight. Edge Rank. Social bakers
Thumb rules:
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LinkedIn Marketing
LinkedIn is the world's largest social network for
professionals. With over 161 million registered users in
more than 200 countries, more than two million
companies have created LinkedIn Company Pages to vie
for their attention. If you are in B2B business this
platform is very useful for you to connect with
companies’ directors and marketing person.
Pinterest
It is a visual discovery social network. It is a way of
sharing images of anything, from fashion to pets to pot
plants. You can create your own online pinboards to suits
any theme and sharewith likeminded people.
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How brands can use Pinterest
Pinterest does not encourage product pushing, this means
brands must look at crating boards that are culture and
lifestyle related. You can create boards on trends, behind
the scenes, preliminary sketches for products etc.
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sites. You can connect your Instagram account with
Facebook, Twitter, Tumblr, Flickr, Foursquare and your
email account. This makes it easy to share your pictures
on multiple platforms all at once.
Google +
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active users are part of the Identity service site, by
interacting socially with Google’s enhanced properties,
like Gmail, +1 button, and YouTube comments.In October
2013, Google counted 540 million active users who used
at least one Google+ service, of which 300 million users
are active in "the stream".
You tube
YouTube is a video Social Networking site, and the 2nd
most popular search site on the Internet after Google, who
owns YouTube. YouTube video watching is a significant
activity on the Internet, with over 1 billion visits to
YouTube daily and over 100 million videos watched
daily.
And it's easy for anyone who sees your video to rate it and
share it with his Social Network.
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4.4.4.ODA (Online Display Ads)
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4.4.5ORM (Online Reputation Management)
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4.4.7.EMT (Email Marketing)
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Digital Advertising is increasingly an inherent budgetary
component of many organizations today. Organizations of all sizes
use the medium to promote their products and services. So well,
why do so many organizations use the medium? Simply put, it is
due to the numerous advantages that online advertising offers.
These are discussed in the paragraphs ahead.
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Interactive and Engagement - The Internet is arguably the most
interactive and engaging medium among various others.
Interactive campaigns have become a norm with the power of the
online medium. One such advertisement worth mentioning is the
campaign by AXE where the end user could alter the smile of a
woman as he/she liked to i.e. in an interactive framework. The
advertisement struck an instant chord with the youth to which
AXE the brand is positioned for Customers are basically just a
click away from the advertisers. In other words, direct response
between end users and advertisers is possible through the online
medium.
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4.6 Branding in Digital Era
Today, brand custodians are the connected users who exist across
digital platforms. They are multifaceted. They are the publishers,
circulators, ambassadors, instigators and at the same time they are
the custodians as well. Their digitally connected existence has
power, credibility, influence, depth, and reach.[26] Their digital
messaging has the velocity, acceleration, and momentum required
to impact brands. Yet brands and their default custodians continue
to live blissfully in an illusion about the control they exercise over
their brand.
People
Channles Engagements
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People
Channels
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give them control over what content they produce and consume,
that allow them to co-create brand experience.
Engagement
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engage them. Brands need to understand that engagement is not
about pushing product messages; it is about capturing the
imagination and the attention of the user. It is about designing a
naturally engaging experience.
It’s easy to confuse the terms digital marketing and online marketing,
with the boom in Internet traffic over the past decade.
However, there are distinct differences between these two terms that
have implications for any marketing plan. Digital marketing is an
umbrella term that covers all types of marketing that involve
electronic media, and it’s been around since the invention of the radio
in 1896.
Phone Apps
Podcasts & Radio
Electronic Billboards
TV
Online Marketing
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exactly which pieces of their marketing plan are attracting attention
and converting those viewers into consumers. Using this data, you can
fine-tune your marketing plans to respond quickly to the ever-
changing needs of consumers.
1.Website
2.Social media
3.Mobile marketing
4.Content marketing
This subset of digital marketing is growing at an unprecedented rate.
Change in the online marketing world happens quickly, and savvy
marketers must stay on top of the latest trends and changes to continue
to attract new customers and retain current customers.
While online marketing has indeed become a central focus, it’s vital
for you to develop a marketing plan that includes more than just
online marketing. You must reach customers across a wide array of
platforms since it frequently requires more than one interaction with a
business or product for a person to become a customer. A
comprehensive marketing plan will reach customers both online and
offline, utilizing both digital marketing and one of its subsets, online
marketing.
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Digital Marketing: The Big Picture
Radio
Electronic Billboards
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become costly, and there’s no truly accurate way to measure their
effectiveness.
Television
Phone Apps
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facing for consumer use or internal-facing to improve staff efficiency
and experience within a company. You should keep in mind that a
user won’t continue to use an app simply because it’s a mobile version
of the same website; it needs to bring something extra and a
personalized experience to the customer that they can’t get through a
website to be a successful marketing tool. According to Forbes,
building and maintaining a positive customer experience to keep
customers returning to the app is one of the biggest challenges facing
marketers in this arena.
These are just a few of the platforms available for you when it comes
to digital marketing; as a whole, digital marketing is a mix of new and
old mediums where customers interact with you across a wide variety
of platforms for different experiences. However, the fastest-growing
subcategory of digital marketing is online marketing. In fact, many
digital marketing strategies now aim to drive those customers online.
A TV ad may direct viewers to a website; an electronic billboard may
encourage viewers to find them on social media. According to
a Forbes survey of retailers in 2016, 82 percent of customers do online
research before making a purchase, whether that purchase is
completed online or in stores. Apparently, it has become vital for you
to have an active online presence by implementing a multitude of
strategies meant to reach customers on a variety of online platforms.
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A Website Cornerstone
The starting point for any online marketing strategy is your website.
Designing and implementing a fantastic marketing plan can drive a lot
of traffic to your site, but if it’s outdated and difficult to use, your
customers will simply switch to a competitor. Websites should be
visually appealing yet easy to use, and it is becoming increasingly
vital that they be mobile friendly as well. According to Small Business
Trends, 60 percent of all internet traffic is now mobile. A website that
is difficult to use on a phone or tablet will quickly lose customers to
the more mobile-friendly competition.
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brand and a loyal group of customers for long-term success. One
strategy that is especially useful among niche groups is to act as an
information resource and social hub for those niche customers. For
example, a company that sells specialized hiking gear may also host
blogs and articles on backpacking or act as a social media gathering
point for hikers. In the end, good content marketing makes for long-
term, loyal customers.
Social Media
Social media is the one form of digital marketing that has received the
lion’s share of attention over the past decade, due especially to the
low-cost appeal of this platform. While social media is a vital part of
any online marketing plan, it must be paired with a robust website,
quality content marketing, and other marketing strategies to be
successful. Traditionally, social media was a “free” platform for
marketers, and in some cases, this remains true. However, platforms
like Facebook are moving increasingly to a “pay to play” format.
Facebook’s newsfeed algorithm now works to remove your business
content from its users’ newsfeed unless you pay for space, very
similar to traditional advertising on TV, radio or billboards. This does
not mean that you should ignore Facebook and other “pay to play”
platforms; however, you should take the limitations into consideration
when developing your marketing plans.
Sites like Instagram and Twitter haven’t taken these steps yet to
reduce the number of advertising in their users’ feeds. Still, savvy
marketers must take the sheer volume of advertisers that use these
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sites into account; without an efficient, consistent strategy for using
Twitter, Instagram, Snapchat or other social media platforms, it’s easy
to be drowned out.
Email Marketing
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intersperse good, informational content with pitch emails to not lose
potential customers by a high volume of sales pitches.
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Let’s see an example to understand how this model works.
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purchase decision? The survey revealed that the average shopper
uses 10.4 sources of information, ranging from TV commercials
and magazine articles, to recommendations from friends and
family, to websites, ratings to blogs. [25] ZMOT model of
customer buying behaviour is like this.
Let’s take the pervious example; dad purchased the camera after
see television ad. But now, after seeing an ad dad will open his
laptop and make a search or ask in social networking sites or visit
company site or see customer rating before making an action.
Then only first moment of truth and second moment of truth will
come. So presence in digital is important for brands, they need to
use this platform to convince customers.
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5.RESEARCH METHODOLOGY
5.1 Premise
The sampling technique that has been used I this study is non-
probability sampling. In non-probability sampling (also known as
non-random sampling) not all members of the population have a
chance of participating in the study.
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1. Possibility to reflect the descriptive comments about the
sample
2. Cost effectiveness and time effectiveness compared to
probability sampling.
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5.5 Sample Unit
It is a single section selected to research and gather statistics of the
whole. In this study the sample unit are the people of Kolkata in
general.
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5.8.2 Secondary data: Apart from the primary data I have also
taken help from websites, articles, magazines, newspapers to
support the primary data.
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6.ANALYSIS OF DATA
6.1 Premise
In this chapter the results of the data analysis are presented. The data
were collected and then processed in response to the problems posed
in chapter 1 of this research study. This chapter moves on to a
presentation of the findings produced by the original quantitative
analysis conducted as apart of this research project.
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6.2.1 Age
The element highlights the age of the age of the respondents
considered in the study.
AGE
Below 18
18; 18% 18-28
29-39
40-49
46; 46% 50 and above
32; 32%
18-28 46 46%
29-39 32 32%
40-49 18 18%
50 and above 1 1%
Inference
In this study the majority of the respondents were between the age of
18-28, which constitutes 46% of the total sample size followed by
people between 29-39 years of age which constitute 32% and people
belonging to the age group of 40 – 49 years constitute 18%. There are
only 3 respondents aged below 18 and only 1 above 50.
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6.2.2 Gender
Gender
Male
Female
Prefer not to say
50; 50% 50; 50%
Gender NUMBER OF %
RESPONENTS
MALE 50 5O%
FEMALE 50 50%
Inference
As the male female percentage does not have any difference, we
can say that gender does not play any role in the effectiveness of
digital marketing.
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6.2.3 Occupation
Occupation
Student
12; 12% Employee
6; 6% 28; 28% Businessman
Professional
Homemaker
Intern
31; 31%
22; 22%
Occupation Number of %
People
Student 28 28%
Employee 22 22%
Businessman 31 31%
Professional 6 6%
Homemaker 12 12%
Other 1 1%
Inference
The majority of the respondents in this study are businessmen,
they constitute 31% of the total sample size. Followed by
students which constitute 22%. The remaining respondents are
employees, professionals, homemakers and others (intern)
constituting 22%, 6%, 12% and 1% respectively.
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6.3 Digital Marketing as a tool to grow Business
4; 4%
Yes
No
96; 96%
Inference
Out of the 100 respondents 96 people would use digital
marketing as a tool to grow their business. Certainly, they feel
that by doing so they would be able to reach out to more people.
And the remaining 4% are people who have not yet adopted the
growing trend.
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6.4 Respondent’s attitude towards online purchases
6.4.1
Yes
No
43; 43%
57; 57%
Inference
From the above pie chart, we can see that 57% of the
respondents are inclined towards online purchasing while the
remaining 43% still prefer offline purchasing. This shows that
people are becoming digitally inclined today but there is still a
lot of people who do not trust online purchase. Thus, there isn’t
much difference between online and offline purchase
preferences.
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6.4.2.
0-5000
11; 11% 5000-10000
10000-20000
12; 12%
44; 44% More than 20000
33; 33%
NUMBER OF %
RESPONDENTS
0-5000 44 44%
5000-10000 33 33%
10000-20000 12 12%
More than 20000 11 11%
Inference
In this segment 44% of the respondents prefer not to spend
more than 5000 rupees, while 33% people would like to spend
between 5000-10000 rupees bracket. As the amount of
expenditure on online purchases increase, the percentage of
respondents wanting to purchase online decreases.
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6.5 Print Media VS Digital Media
6.5.1
Somewhat 10 2*10 20 10 94
Unimportan
t
Not at all 6 1*6 6 6 100
Total 100 355 100.00
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Inference
The study found that 35% are neutral about using print media, while
28% believe it to be the most important. 21% think it to be somewhat
important and 10% feel it to be somewhat unimportant. And only 6%
of the people think that print media is not at all important. From the
above table we can see that the weighted mean is 3.55 which tells us
that on an average the respondents are neutral about print media.
6.5.2
Somewhat 4 2*4 8 4 96
Unimportan
t
Not at all 4 1*4 4 100
Total 100 411 100.00
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Thus, Weighted Mean = ∑OF/N
= 411/100 =4.11
Inference
We can see that 47% of the respondents are highly likely to use
digital media while 4% think of it as not at all important and
these are those people who preferred not to use digital media as
a tool to grow business. The remaining category of the people
are passive about their choices.
Through this overall analysis we see that with the growing
competition and technology people are starting to choose digital
media over print media. The reaction of the respondents
towards print media was neutral while it was seen that
respondents think digital media to be important as it would help
them gain a competitive edge.
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Inference
Majority of the people think that social media marketing and
search engine marketingare very important tools of Digital
Marketing. Another chunk of the respondents think that Paid
ad’s and mobile marketing are quite important tools. 38% and
24% of the people believe that Email marketing and Online
marketing also have neutral importance as a tool in Digital
marketing. Overall we can see that only a few people think it to
be ineffective and majorly we get a positive towrads all the
digital marketing tools.
59
45
42
34 36
32 31 30
27 25 27
21 22
16
10 10
6 4 4 5 6
2 2 3 2
Facebook LinkedIn Instagram Twitter Youtube
Inference
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In this section we get a brief idea about the importance of the social
media platforms as a digital marketing tool. Facebook being the most
effective tool followed by Instagram and YouTube. Furthermore, we
see that LinkedIn and Twitter were considered to quite effective by
about 42% and 34% of the people respectively. Hence, we get an
overview of how crucial social media platforms are in today’s world
50
40
30
20
10
0
Shopping Banking Trading Educational Entertainment
Purposes Purposes
1 2 3 4 5
Inference
In the recent years there has been rapid growth in the usage of online
platforms for various purposes. Majority of the respondents feel that
online platforms are important in their lives. Banking and technology
go hand in hand and we can see that by the response of people.
Majority of them have chosen banking via online platforms highly
crucial as it rescues them from the tedious task of going to the bank
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for minor transactions. Online platforms have been quite popular in
the ‘shopping’ and ‘Entertainment purposes’ segment while the
education segment has not quite adopted online platforms as a mode
of spreading knowledge yet. Therefore, the importance of online
platforms cannot be ignored in today’s fast-moving lives.
Inference
It can be seen that factors like flexibility, pace and reach of digital
marketing have been strongly agreed upon. While people are highly
neutral about the cost and difficulty level. Even though few
respondents believe that there are certain drawbacks to digital
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marketing, most of them agree to the fact that digital marketing is fast
and gives us the expected results.
45 44 44
39 39
37 36
35 34 33
31
23 24
22
19 19
17
11 11
8
4 4 5 4 4
1 2 2 1 2
Lack of Budget Lack of Lack of Lack of Accurate Competition Creativity
Time/Resources Knowledge Measurement
Inference
Lack of resources is a major concern for 45% of the respondents
followed by the need for creativity in Digital marketing. One has to be
creative in order to advertise its products and services and have
greater market share in this cut throat competition.
Budget in general has been an issue for businesses and the added
expense of digital marketing makes the respondent skeptical about it
cost-return equation. But all these factors are equally important and
lack of any of them would cause problem in the success of Digital
Marketing
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7. RESEARCH FINDINGS
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Social Media platforms has given a competitive advantage over
other methods of marketing as it has helped in capturing a large
market base in terms of shopping, trading, entertainment
purposes and highly in banking.
Digital Media VS Print Media – So the big question is which
one is better?
That’s a complex and nuanced question but our research and
findings tell us that even though both of them have unique
advantages yet with the growing prevalence of smartphones,
tablets and other wireless networks, people prefer that most of
their work be done on a digitalized platform and their work gets
faster, easier, and less expensive.
Traditional marketing techniques is going for a makeover. In
fact, what worked yesterday does not work today. So as per the
responses we see that businesses give importance and also are
willing to use all types of digital marketing tools to make their
business more successful and productive.
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8. RECOMMENDATIONS
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9.LIMITATIONS
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10. CONCLUSION
Digital Marketing is in its growth stage and it is growing rapidly.
Marketers are using various strategies to attract customer and retain
them.
The study that has been conducted has found that gone are the days
when marketers had to go door to door to market their products as in
the present day with all the technological advancement people are
interested in the virtual world of marketing and so marketers of
different companies need to find out the right medium to market their
products and services. The study explains us that online marketing and
digital marketing are different but online marketing is the main aspect
of digital marketing and is the most effective medium of marketing.
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Digital media is the best platform to convert a product to a brand.
Because it is more cost effective and it provides lot of touch points to
marketer. Brands can able to engage their target group in an effective
way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain
their existing customers. Digital platforms help to increase the impact
of brand recall in target groups.
I honestly believe that this project report will be at most useful for
marketers to understand the importance of digital marketing and
its tools and also to plan for future strategies. I conclude my
research by quoting again that “Brands can’t sustain without
digital presence”.
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11. BIBLIOGRAPHY
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10.2 REFERENCES FROM LINKS
• www.returnonweb.com
• http://shodhganga.inflibnet.ac.in/bitstream/10603/1994/11/11
_chapter%203.pdf
• https://www.theseus.fi/bitstream/handle/.../Narkiniemi_Johan
na.pdf?...1
• www.kln.ac.lk/fcms/ICBI2011/ICBI%20CD/.../Papers/ICT
%20201.pdf
• http://offers.hubspot.com/facebook-for-business
• http://idagram.wordpress.com/2012/12/18/introduction-to-
instagram/
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12. ANNEXURE
QUESTIONNAIRE
1. AGE
UNDER 18
18-28
29-39
40-49
50 and Above
2. GENDER
Male
Female
Prefer not to say
3. OCCUPATION
Student
Employee
Businessman
Professional
Homemaker
Other
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4. WOULD YOU USE DIGITAL MARKETING AS A TOOL
TO GROW YOUR BUSINESS?
YES
NO
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8. HOW LIKELY ARE YOU TO USE DIGITAL MEDIA ON A
SCALE OF 1-5 (5 BEING THE MOST IMPORTANT)?
5- Most Important
4- Important
3-Neutral
2-Somewhat Unimportant
1-Not at all
Social
Media
Marketin
g
Search
Engine
Optimizat
ion
Email
Marketin
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g
Paid Ad’s
Online
Marketin
g
Mobile
marketin
g
YOUTUBE
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11.HOW IMPORTANT ARE ONLINE PLATFORMS FOR THE
FOLLOWING PURPOSES ON A SCALE OF 1 TO 5. (5
BEING THE MOST IMPORTANT)
5 4 3 2 1
SHOPPING
BANKING
TRADING
EDUCATIONAL
PURPOSES
ENTERTAINMENT
PURPOSES
Digital
Marketi
ng is
flexible
Digital
Marketi
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ng does
not give
expecte
d results
Digital
Marketi
ng is a
tough
task
Reach
of
Digital
Marketi
ng is
fast
Reach
of
Digital
Marketi
ng is at
a large
scale
Digital
marketi
ng is
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costly
Lack of
Budget
Lack of time/
resources
Lack of
Knowledge
Lack of
Accurate
Measuremen
t
Competition
Creativity
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