A

Summer Training Project Rep ort

ON
“EFFECT OF DIGITAL MARKETING ON THE
BUYING BEHAVIOUR OF THE CUSTOMERS”

TO BE SUBMITTED TO DR. APJ ABDUL KALAM TECHNICAL UNIVERSITY,

LUCKNOW
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Batch 2019-2021
Submitted to : Submitted By :

Dr. Vasudha Sharma AKANSHA SHARMA

Director, Vidya School of Business MBA-III SEM
MBA Dept. ROLL NO.1902630700005

VIDYA SCHOOL OF BUSINESS

Baghpat road, Meerut (UP) Contact no.01212439188 .
[email protected]

1
 DECLARATION

I, “AKANSHA SHARMA” to declare that the Summer Training report

entitled “EFFECT OF DIGITAL MARKETING ON THE BUYING

BEHAVIOUR OF THE CUSTOMERS” being submitted to the Dr. Vasudha

Sharma Director, Vidya School Of Business Meerut for the partial

fulfillment of the requirement for the degree of Master of Business

Administration affiliated to Dr. APJ Abdul Kalam Technical University,

Lucknow is my own endeavors and it has not been submitted earlier to any

institution/university for any degree.

Place:
AKANSHA SHARMA

MBA III SEMESTER

ROLL NO. 1902630700005

Date:
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking,

behavior, and acts during the course of study.

I am thankful to Mr. MANISH CHAUDHARY , Head Office Delhi for his

support, cooperation, and motivation provided to me during the training for

constant inspiration, presence and blessings.

I also extend my sincere appreciation to Dr. Vasudha Sharma Director, Vidya

School of Business Meerut who provided his valuable suggestions and precious

time in accomplishing my project report.

Lastly, I would like to thank the almighty, parents, Director and HOD of the

institute for their moral support and my friends with whom I shared my day-to-

day experience and received lots of suggestions that improved my quality of

work.

(AKANSHA SHARMA)
 ABSTRACT

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, TV and radio advertisement. Digital Marketing is
promotion of products or brands via one or more forms of electronic media.

This project has been undertaken to assess the effectiveness of Digital marketing
services at Domain2Host. The outcome of the study would help the management of
Domain2Host to understand, meet or exceed the expectations of the customers who have
taken up the website traffic building services.

The primary objective is to study the effectiveness of Digital marketing services at

Domain2Host. The secondary objectives are to study the impact of digital marketing in
bringing top ranks in Google SERP for a website in an organic way by using Search Engine
Optimization(SEO) at Domain2Host, assess the satisfaction level with Domain2Host on the
digital marketing, understand the most preferred digital marketing strategy to promote the
website and identify the effectiveness of on the major aim of digital marketing.

Convenience sampling method has used in the research work. Multiple choice
questions have been chosen to collect the responses from 100 customers. The data collected
has been analyzed through various statistical tools like Karl Pearson‘s Correlation, Chi-
square test and One-way Anova test. Numerous new findings has been derived from this
research has helped to provide few suggestions to improve the Digital marketing services for
its customers.
 TABLE OF CONTENTS
PAGE
CHAPTER NO CHAPTERS
NO
ABSTRACT
I 1.1 INTRODUCTION
1.2 COMPANY PROFILE
1.3 INDUSTRY PROFILE
1.4 STATEMENT OF THE PROBLEM
1.5 NEED FOR THE STUDY
1.6 SCOPE OF THE STUDY
1.7 OBJECTIVES
1.8 LIMITATIONS
II REVIEW OF LITERATURE
III RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
3.2 SAMPLE SIZE
3.3 DATA SOURCES
3.4 RESEARCH INSTRUMENTS
3.5 SAMPLING
3.6 CONVENIENCE SAMPLING
3.7 SAMPLE FRAME
3.8 SAMPLE DESIGN
3.9 ANALYTICAL TOOLS
DATA ANALYSIS AND INTERPRETATION
IV

V 5.1 FINDINGS
5.2 SUGGESTIONS
5.3 CONCLUSION
ANNEXURE

BIBILIOGRAPHY
QUESTIONNAIRE
 CHAPTER 1:

1.1 INTRODUCTION

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, TV and radio advertisement.

Digital Marketing is 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.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly important for small- and medium-size
businesses and start-ups), for accurate targeting and excellent reporting.

The three important categories involved in Digital Marketing are:

 Search Engine Optimization (SEO)

 Social Media Optimization (SMO)
 Social Media Marketing (SMM)

Search Engine Optimization (SEO):

Whenever we enter a query in a search engine and hit 'enter' we get a list of web results that
contain that query term. Users normally tend to visit websites that are at the top of the list as
they perceive those to be more relevant to the query. If we have ever wondered why some of
these websites rank better than the others then we must know that it is because of a powerful
web marketing technique called Search Engine Optimization (SEO).
Search Engine Optimization is the process of improving the visibility of a website on organic
("natural" or un-paid) search engine result pages (SERPs), by incorporating search engine
friendly elements into a website. A successful search engine optimization campaign will
have, as part of the improvements, carefully select, relevant, keywords which the on-page
optimization will be designed to make prominent for search engine algorithms.

Search engine optimization is broken down into two basic areas: on-page, and off-page
optimization. On-page optimization refers to website elements which comprise a web page,
such as HTML code, textual content, and images. Off-page optimization refers, to
predominantly, to back links (links pointing to the site which is being optimized, from other
relevant websites).

The main aim of SEO is:

 Quality of traffic. We can attract all the visitors in the world, but if they're coming to
our site because Google tells them we're a resource for Apple computers when really
we're a farmer selling apples, that is not quality traffic. Instead we want to attract
visitors who are genuinely interested in products that we offer.
 Quantity of traffic. Once we have the right people clicking through from those search
engine results pages (SERPs), more traffic is better.
 Organic results. Ads make up a significant portion of many SERPs. Organic traffic is
any traffic that we don't have to pay for.

Social Media Optimization (SMO):

Social media optimization (SMO) is the use of a number of social media outlets and
communities to generate publicity to increase the awareness of a product, brand or event.
Social Media Optimization (SMO) is the method of social activity that attract visitors to a
website through an elevated search rank. It proves there is a science to social media just like
Search Engine Optimization (SEO), the process of maximizing visitors to a web site by
achieving a top rank on search engines around specific keywords.
But there is a fundamental difference. SEO is based on keywords; SMO on contents (words,
videos, images). When integrated, they are a brand‘s most powerful combination for raising
visibility and generating business on the web.
Five important rules that helps us to bring traffic to our website is mentioned as follows.
 Increase our link ability
  Make tagging and bookmarking easy
 Reward inbound links
 Help our content travel
 Encourage the mash up

Social Media Marketing:

Social Media Marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually centre on efforts to create content that
attracts attention and encourages readers to share it across their social networks.
Social media marketing, or SMM, is a form of internet marketing that implements various
social media networks in order to achieve marketing communication and branding goals.
Social media marketing primarily covers activities involving social sharing of content,
videos, and images for marketing purposes, as well as paid social media advertising. Using
social media for marketing can enable small business looking to further their reach to more
customers. Your customers are interacting with brands through social media, therefore,
having a strong social media marketing plan and presence on the web is the key to tap into
their interest. If implemented correctly, marketing with social media can bring remarkable
success to your business.

Social media marketing can help with a number of goals, such as:
 Increasing website traffic
 Building conversions
 Raising brand awareness
 Creating a brand identity and positive brand association
 Improving communication and interaction with key audiences

The main aim of my project is to bring top ranks for my Website in an organic way using
Search Engine Optimization.

Search Engines:

Search Engines are the market makers of the Internet. They connect consumers with
providers at the very moment of consumer interest and enable all of us to find exactly what
we want, when we want it. They bring great efficiency to the Internet and our lives and shall
exist as long as the network of servers and computers we call the web is around.

The Positioning is very important for search engines. The Four P‘s of Marketing is an
absolutely critical component of the marketing mix.The first purpose of search engine
optimization is to be postioned well in the place what the customer actually expects or by
satisfying them .The second purpose is to be positioned well than our competitors website.
The probability should be more on Individuals Clicking our Site link and bring a top position
to our site.

First and foremost Search Engines are not Humans. Serach Engines are text driven. Search
Engines crawls the Web, they look at the particular site items(mainly the text) to get an idea
what the site is all about? Search Engines performs several activities in order to deliver
efficient search results like Crawling, Indexing, Processing, Checking relevancy and
Retrieving.

First, search engines crawl the Web to see what is there. This task is performed by e piece of
software, called a crawler or a spider (or Google bot, as is the case with Google). Spiders
follow links from one page to another and index everything they find on their way. Having in
mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a
site daily just to see if a new page has appeared or if an existing page has been modified.

Sometimes crawlers will not visit our site for a month or two, so during this time our SEO
efforts will not be rewarded. What we can do is to check what a crawler sees from our site.
Crawlers are not humans and they do not see images, Flash movies, JavaScript, frames,
password-protected pages and directories, so if we have tons of these on our site, it would be
a better run for the Spider Simulator to see if these goodies are viewable by the spider. If
they are not viewable, they will not be spidered, not indexed, not processed, etc. They won‘t
exist for search engines.

Google:

Most Outstanding Search Engine by Search Engine Watch readers, Google has a well-
deserved reputation as the top choice for those searching the web. The crawler-based service
provides both comprehensive coverage of the web along with great relevancy. It's highly
recommended as a first stop in your hunt for whatever we are looking for.

Google provides the option to find more web pages on the top of the search box on the
Google home page, we can easily seek out images from across the web, discussions that are
taking place on Usenet newsgroups, locate news information or perform product searching.

Using the More link provides access to human-compiled information from the Open
Directory, catalog searching and other services. Google is also known for the wide range of
features it offers, such as cached links that let us ―restrict" dead pages or see older versions of
recently changed ones. It offers excellent spell checking, easy access to dictionary
definitions, integration of stock quotes, street maps, telephone numbers and more.

Google's help page is an entire rundown on some of these features. The Google Toolbar has
also won a popular following for the easy access that it provides to Google and its features
directly from the Internet Explorer browser. In addition to Google's unpaid editorial results,
the company also operates its own advertising programs.

The cost-per-click Ad Words program places ads on Google as well as some of Google's
partners. Similarly, Google is also a provider of unpaid editorial results to some other search
engines. For a list of major partnerships, see the Search Providers Chart. Google was
originally a Stanford University project by students Larry Page and Sergey Brin called Back
Rub. By 1998, the name had been changed to Google, and the project jumped off campus and
became the private company Google. It remains privately held today. Getting Listed: Read
the Submitting To Google section of Search Engine Watch's Essentials Of Search Engine
Submission guide for more about being included in Google's editorial results and the Google
Ad Words section for more about its paid listings programs.

Search Engine Watch members have access to the How Google Works section of the web
site, which provides in-depth coverage of the editorial and paid listings processes at Google.

Meta Tags Optimization:

A site‘s Meta description should contain a brief description of our website focusing on the
areas and services that our business is specialized in. This small piece of text can be
considered as a selling snippet, if a searcher finds it appealing he/she is likely to click and go
inside our page to find out more information. But if our Meta Description is too generic and
isn‘t written too well then there is a chance that our site will simply be ignored.

 The beginning of the description meta tag for our homepage, which gives a brief
overview of the site's offerings
 Any user who performs the query our homepage appears as a result, with part of its
description meta tag used as the snippet.
 Any user who performs the query,one of our deeper pages with its unique description
meta tag used as the snippet, appears as a result.

SEO tips and techniques for Powerful Search Engine Optimization:

1. Write unique content
Unique content is important. we need to provide content that has different information
than what is on other sites and other Web pages.
2. Add new content all the time
Sites that have new content added on a regular basis are seen as more reliable than
sites that rarely do. This also helps you to increase the amount of relevant content on
our site, which also improves our rankings.
3. Create a great keyword phrase
The first thing we should do when working on search engine optimization is find a
specific keyword phrase for that page.we shouldn't try to optimize our entire site to
one keyword phrase, instead we can focus on writing pages for specific keywords and
phrases.
4. Choose a phrase that is popular, but not too popular (HIGH PRIORITY)
When trying to decide on a keyword phrase, we must find one that is popular but not
extremely popular. This may seem counter-intuitive, but the reality is that extremely
popular keywords are very desirable and so very competitive. It‘s better to try to
optimize for keywords that we can rank higher. We will get more page views from a
less popular keyword when we are on the first or second page of the search engines,
than from a popular keyword that we only make it to page 50 of search engines.
5. Write an accessible site (HIGH PRIORITY)
 Accessible HTML is accessible to both search engine spiders and screen readers. The
more accessible we make our pages, the easier it will be for search engines to read
and rank our pages.
6. Use the keyword phrase in our title tag (HIGH PRIORITY
The title tag is one of the most important tags on our Web page. And placing our
keyword phrase in the title tag, preferably at the beginning, is very important to get
that phrase into the search engines and that puts our keyword phrase as the link in the
search engine index.
7. Getting a domain with a keyword phrase
Putting our keyword phrase in our domain name is a way to optimize for that phrase.
8. Use the keyword phrase in our URL (HIGH PRIORITY)
Even if we can't get our keywords into our domain name, we can put them into our
URLs. Search engines read the URLs and assign value to the text they find there.
Keyword density should be between 3 and 7% for your primary keyword phrase and
1-2% for any secondary keywords or keyword phrase.
9. Use our keyword phrase in anchor text of links
Link text is another great place to put our keyword phrase. Links stand out on
most Web pages, and are given higher priority than surrounding text.
10. Ask for links to our page
A great way to get inbound links is to simply ask for them. But remember that
excessive cross-linking can be viewed as spammy, so be careful about trading links or
otherwise buying links on external sites.

Search Engine Optimization (SEO) is the process of developing, customizing or retooling a

website so that it achieves a sustained high ranking on Search Engine Results Pages (SERP)
for important keywords or key phrases. Search Engine Optimization uses a combination of
techniques, tools, and technical know-how to get results.

Thus, Search Engine Submission, Link Popularity Building, Keyword Research Analysis,
Search Engine Crawler Friendliness Analysis, Title& Meta Tags Optimization, Anchor Text
Optimization and Search Engine Copywriting are just some of the methods utilized to
improve a website's search engine placement. These Search Engine Optimization (SEO)
methods leverage knowledge gained from a scientific understanding of the inner workings of
search engines and a thorough analysis of trends in the constantly evolving field of Search
Engine Optimization (SEO).

Search Engine Optimization (SEO) offers an affordable entry point for marketing our website
and an effective way to promote your business online. Search Engine Optimization (SEO)
makes for a long-term solution to our access to sustained free traffic and a source of building
brand name and company reputation.

Search engines generate nearly 90% of Internet traffic and are responsible for 55% of e-
commerce transactions. Search Engine Promotion has shown to deliver the highest ROI,
compared to any other type of marketing, both online and offline. Search engines bring
motivated buyers to us and hence contribute to increased sales conversions.

13
 1.2 COMPANY PROFILE:

Domain2Host is on the basis of organizing and strengthening the ingredients of an

establishment, the crucial factors responsible for driving the business objectives towards the
goal.
It is formed with a devoted and composite team of professionally qualified, technically
proficient, highly experienced members. Combining diverse expertise in business strategy,
technology, usability and design, We produce highly scalable business solutions and online
positive user experiences.

We emphasize a personal and professional relationship with our clients starting with the
initial understanding of client business and requirement.

We provide offline and online Data processing and back office support, to create &
implement complete IT Enabled Services.

We provide the total solutions by bringing together the team with a unified and cohesive
approach.

Domain2Host's vision is to become a global master in the IT industry by rendering Quality

Services and effective customer support / satisfaction.

About Technology

Application & Web Servers:

Apache Tomcat, BEA Web Logic Platform.

Relational Database Management Systems (RDBMS) :

MySQL, Oracle.

Programming Languages:

14
Java, C/C++ (including ANSI C, Managed C++, C++/CLI), Scripting Languages (JavaScript,
VBScript, Perl, ASP, PHP, JSP,etc.)

Java Technologies: J2EE (EJB, JSP, JDBC, J2ME).

WEB Technologies:

HTTP/HTTPS, HTML/DHTML, XML, XSLT, CSS.

Interactive Design Tools:

Adobe Photoshop, CorelDraw (including Graphic Tools), Corel Photo Paint, Macromedia
Flash 8.0.

Services

Solution

Content Writing
Words can create, words can destroy, words can bear revolution. Words express thoughts and
emotions. If the right words are not used properly, it can lead to miscommunication. A
content-rich website can create a noticeable difference in its ability to bring in traffic.
Keyword rich, Innovative design, and understandable content contributes in making a website
attractive. An interactive and well written website succeeds in inviting and retaining more
traffic. We at Domain2Host are well aware of the importance of content writing and
therefore we are trying to offer best quality content writing services at a competitive price.
  Product Conceptualization:
Drive innovation, validate new product ideas, verify and prototype their potential for
customers and investors.
 Product Realization:
By combining your products ideas with our delivery capabilities, you can quickly
reap time-to-value, offer a more complete product mix and thereby increase your
market share and revenue.
 Independent Quality Assurance & Testing:
Our Independent Test & Verification service improves quality and reliability of our
client‘s products leading to higher client satisfaction and reduced support costs.
 Product Maintenance & Customer Support:
Continuing support and maintenance for new, expanding, and retiring product lines
help our clients to retain their customers
 Product Migration & Software Porting:
Transition client‘s products between various platforms and designs helping them
enhance their market reach and customer base
 Professional Services:
Enhancing our clients service offering through a range of product implementation and
support services including Installation, Customization, Integration .

Products

 CRM
 ERP
 SMS Package
 Static Website Development
 Dynamic Website Development
 Flash Website Development
 Online Web Applications
 Academic Projects
Software Development
Domain2Host is the fastest growing software development company in India, which offers a
wide spectrum of software development services with high level of specialization and
deliverable quality to its clients in India. We try hard to deliver superior quality and cost
effective software development solutions to our clients on-time and giving quality outputs to
complete customer expectations. Our mission is to enhance the customer satisfaction through
providing quality software development services with a team of experienced software
developers, who have won the trustworthiness from our clients. We provide software
development services through a unique combination of expertise, experience, teamwork and
strategic planning.

Website Development
Domain2Host is one of the leading and rapidly growing website designing company offering
the best and most affordable services like e-commerce web solution, flash web design,
custom web design and graphics design for global customers. We deliver high quality web
designing services through our motivated and qualified specialist teams which is focused on
exceeding clients‘ expectations every time. We have a team of expert web designer, who
have excellent web designing skills to create unique and attractive websites.

Our Latest Web Designing Process

• Discovery - Understanding your web site goals and audience.

• Planning - Establishing timelines, deliverables, and development solutions.

• Content Architecture - Planning your website content and structure.

• Design - Creating and refining interface and graphic design elements.

• XHTML Conversion - After design approved from client side start Coding.
• Development - Bringing it all together.

• Testing - Testing your web site in multiple browser environments.

Our software Development Process :

The first step in software development is analysis. Our Team will make research on the kind
of business including the specific needs to achieve your goals. This way, we will be able to
establish the perfect software model to be used, that has a tried-and-tested efficiency.

After the analysis, the crucial phase comes, when software is designed. In this Phase, the
software is put together according to your requirements. It is a very Important step as it is the
heart and soul of the whole software development Process.

After designing, coding is the next step. In this step, Internet programming languages are put
in the equation. It is a highly technical phase but is quite simple with professionals like us.
This is main step where Java codes and PHP are created.

Trial period is the fourth step in software development. In this step, Software engineer as well
as the client come together to see if the goals were met. The software developer will test the
codes and the design if they are working and if They really suit the requirements of the
possible end-users providing great satisfaction to the customer.

After testing, the software is set to run. The work will be continuing until software is done.
We are willing to provide effective solutions to keep you using the software effectively.
1.3 INDUSTRY PROFILE

Advertising:

Advertising is a form of communication used to influence individuals to purchase products or

services or support political candidates or ideas. Frequently it communicates a message that
includes the name of the product or service and how that product or service could potentially
benefit the consumer. Advertising often attempts to persuade potential customers to purchase
or to consume a particular brand of product or service. Modern advertising developed with
the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers
often seek to generate increased consumption of their products or services through branding,
which involves the repetition of an image or product name in an effort to associate related
qualities with the brand in the minds of consumers.

History of Advertising:

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and
political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost
and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall
or rock painting for commercial advertising is another manifestation of an ancient advertising
form, which is present to this day in many parts of Asia, Africa, and South America. The
tradition of wall painting cans betraced back to Indian rock art paintings that date back to
4000 BCE. History tells us that Out-of-Home advertising and Billboards are the oldest forms
of advertising.

As the towns and cities of the Middle Ages began to grow, and the general public was unable
to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image
associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a
candle or even a bag of flour. Fruits and vegetables were sold in the city square from the
backs of carts and wagons and their proprietors used street callers (town criers) to announce
their whereabouts for the convenience of the customers.
As education became an apparent need and reading, as well as printing, developed
advertising expanded to include handbills. In the 17thcentury advertisements started to appear
in weekly newspapers in England. These early print advertisements were used mainly to
promote books and newspapers, which became increasingly affordable with advances in the
printing press; and medicines, which were increasingly sought after as disease ravaged
Europe. However, false advertising and so-called "quack" advertisements became a problem,
which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew a long side. In the
United States, the success of this advertising format eventually led to the growth of mail-
order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its
pages, allowing it to lower its price, extend its readership and increase its profitability and the
formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor
to advertising agencies in Boston. Around the same time, in France, Charles-Louis Haves
extended the services of his news agency, Haves to include advertisement brokerage, making
it the first French group to organize. At first, agencies were brokers for advertisement space
in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility
for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia

At the turn of the century, there were few career choices for women in business; however,
advertising was one of the few. Since women were responsible for most of the purchasing
done in their household, advertisers and agencies recognized the value of women's insight
during the creative process. In fact, the first American advertising to use a sexual sell was
created by a woman – for a soap product. Although tame by today's standards, the
advertisement featured a couple with the message "The skin you love to touch".

In the early 1920s, the first radio stations were established by radio equipment manufacturers
and retailers who offered programs in order to sell more radios to consumers. As time passed,
many non-profit organizations followed suit in setting up their own radio stations, and
included: schools, clubs and civic groups. When the practice of sponsoring programs was
popularized, each individual radio program was usually sponsored by a single business in
exchange for a brief mention of the business' name at the beginning and end of the sponsored
shows. However, radio station owners soon realized they could earn more money by selling
sponsorship rights in small time allocations to multiple businesses throughout their radio
station's broadcasts, rather than selling the sponsorship rights to single businesses per show.

A print advertisement for the 1913 issue of the Encyclopedia Britannica. This practice was
carried over to television in the late 1940s and early1950s. A fierce battle was fought between
those seeking to commercialize the radio and people who argued that the radio spectrum
should be considered a part of the commons – to be used only non-commercially and for the
public good. The United Kingdom pursued a public funding model for the BBC, originally a
private company, the British Broadcasting Company, but incorporated as a public body by
Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to
persuade the federal government to adopt a public funding model, creating the Canadian
Broadcasting Corporation. However, in the United States, the capitalist model prevailed with
the passage of the Communications Act of 1934 which created the Federal Communications
Commission. To placate the socialists, the U.S. Congress did require commercial
broadcasters to operate in the "public interest, convenience, and necessity". Public
broadcasting now exists inthe United States due to the 1967 Public Broadcasting Act which
led tothe Public Broadcasting Service and National Public Radio.

In the early 1950s, the DuMont Television Network began the modern trend of selling
advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors
for many of their programs and compensated by selling smaller blocks of advertising time to
several businesses. This eventually became the standard for the commercial television
industry in the United States. However, it was still a common practice to have single sponsor
shows, such as The United States Steel Hour. In some instances the sponsors exercised great
control over the content of the show - up to and including having one's advertising agency
actually writing the show. The single sponsor model is much less prevalent now, a notable
exception being the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which creativity was allowed
to shine, producing unexpected messages that made advertisements more tempting to
consumers' eyes. The Volkswagen ad campaign—featuring such headlines as "Think Small
"and "Lemon" (which were used to describe the appearance of the car) —ushered in the era
of modern advertising by promoting a "position "or "unique selling proposition" designed to
associate each brand with a specific idea in the reader or viewer's mind. This period of
American advertising is called the Creative Revolution and its archetype was William
Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the
most creative and long-standing American advertising dates to this period.

The late 1980s and early 1990s saw the introduction of cable television and particularly
MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising:
the consumer tunes in for the advertising message, rather than it being a by-product or
afterthought. As cable and satellite television became increasingly prevalent, specialty
channels emerged, including channels entirely devoted to advertising, such as QVC, Home
Shopping Network, and Shop TV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the
"dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue,
offering everything from coupons to free Internet access. At the turn of the 21st century, a
number of websites including the search engine Google, started a change in online
advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather
than inundate, users. This hasled to a plethora of similar efforts and an increasing trend of
interactive advertising.

The share of advertising spending relative to GDP has changed little across large changes in
media. For example, in the U.S. in 1925, the main advertising media were newspapers,
magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP
was about 2.9 percent. By 1998, television and radio had become major advertising media.
Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual approaches

such as staged encounters in public places, giveaways of products such as cars that are
covered with brand messages, and interactive advertising where the viewer can respond to
become part of the advertising message. Guerrilla advertising is becoming increasing more
popular with a lot of companies. This type of advertising is unpredictable and innovative,
which causes consumers to buy the product or idea. This reflects an increasing trend of
interactive and "embedded" ads, such as via product placement, having consumers vote
through text messages, and various innovations utilizing social network services such as
MySpace.

Public Service Advertising:

The same advertising techniques used to promote commercial goods and services can be used
to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS,
political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching

and motivating large audiences. "Advertising justifies its existence when used in the public
interest - it is much too powerful a tool to use solely for commercial purposes." - Attributed
to Howard Gossage by David Ogilvy. Public service advertising, non-commercial
advertising, public interest advertising, cause marketing, and social marketing are different
termsfor (or aspects of) the use of sophisticated advertising and marketing communications
techniques (generally associated with commercial enterprise) on behalf of non-commercial,
public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent
upon the station broadcasting a certain amount of public service advertising. To meet these
requirements, many broadcast stations in America air the bulk of their required public service
announcements during the late night or early morning when the smallest percentage of
viewers are watching, leaving more day and prime time commercial slots available for high-
paying advertisers.

Public service advertising reached its height during World Wars I andII under the direction of
several governments.

The most important element of advertising is not information but suggestion more or less
making use of associations, emotions (appeal to emotion) and drives dormant in the sub-
conscience of people, such assex drive, herd instinct, of desires, such as happiness, health,
fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure,
distraction, reward, of fears (appeal to fear), such as illness, weaknesses, loneliness, need,
uncertainty, security or of prejudices, learned opinions and comforts. ―All human
needs,
relationships, and fears – the deepest recesses of the human psyche – become mere means for
the expansion of the commodity universe under the force of modern marketing. With the rise
to prominence of modern marketing, commercialism – the translation of Advertising exploits
the model role of celebrities or popular figures and makes deliberate use of humour as well as
of associations with colour, tunes, certain names and terms.

Altogether, these are factors of how one perceives himself and one‘s self-worth. Advertising
exploits the model role of celebrities or popular figures and makes deliberate use of humour
as well as of associations with colour, tunes, certain names and terms. Altogether, these are
factors of how one perceives himself and one‘s self-worth.

Advertising in India:

The first newspaper in India was brought out by an Englishman James Augustus Hickey in
1780 who was stationed at Calcutta. The paper was brought out on Saturdays and was first
called the Calcutta General Advertiser or Hickey’s Bengal Gazette.

Publishing a newspaper is an expensive business as Hickey realised to his cost. He was losing
money faster than the newspapers came out of the printing press. To make ends meet, Hickey
decided to take on advertisements or ads

The earliest ads consisted of simple messages ‗classified‘ into different categories for easy
reference with a mailing address from where they could be ordered. These became the
forerunner of today‘s classified advertisements in newspapers. For instance, today‘s
newspaper carry sale of autos, electronic items, domestic services, pets, etc under these
headings.

Hickey‘s paper was the first to carry such advertisements but these were mostly from ‗patent‘
medicine manufacturers. The concept of chemists or druggist shops as we know today, came
much later. Most medicines then were grandma‘s recipes, or were concoctions made by so
called ‗doctors‘ and were thus sold (patented) under their own names.

A few large retail stores like Spenser‘s (in Chennai), Whiteways & Laidlaw or the Army and
Navy Stores also advertised and these were basically targeted at the British and European
settlers who were already familiar with mail-order purchases.
It took nearly 120 years for someone to discover that companies and individuals needed help
in framing catchy copy (text of the advertisements) to attract customers and a right magazine
or journal to address the right audience.
In stepped B. Dattaram‘s, India‘s first advertising agency, from Girgaum, Mumbai, to fill up
this vacuum. It didn‘t take long for others to notice that Dattaram‘s cash registers were
ringing. By the 1920s, other agencies like Gujarat Advertising and Allied Advertising had
come up.

The first expatriate (foreigners settled in a country) ad agency was Alliance Advertising, set
up during World War I (1914-18). Subsequently, L.A. Stronach (then, the agency for General
Motors in United States) and D.J. Keymer opened up in India. The first truly multinational
agency was J Walter Thomson (JWT) set up in 1926. The agency was hired to look after
General Motors‘ Indian interests in the country. With the arrival of ad agencies with global
branches, smaller agencies began to disappear or got merged with larger ones. L.A. Stronach
became Norvickson Advertising while Keymer was taken over by Benson into one of their
companies called BOMAS. It finally changed name to Ogilvy & Mather.

However, the Calcutta branch of Keymer was taken over by its employees in 1955 and they
named it Clarion. One of India‘s foremost film directors, Satyajit Ray, was at one time
employed here as a designer and illustrator. Lever, a multinational consumer product
company had also opened its Indian office that had its own in-house advertising department.
This later turned into an independent agency called LINTAS (Lever‘s International
Advertising Service).

The first Indian advertising agency to offer both creative work as well as space selling was
Sista‘s Advertising and Publicity Services set up by Venkatararao Sista in 1934.
Among the first foreign brands to Indianise themselves was Lux and Pears toilet soaps. Lux
was sold as a beauty soap of the film stars and in 1941 roped in film actress Leela Chitnis to
model for the ad. Today, most of the top film heroines have appeared in testimonial ads for
Lux.

However, it was the marketing campaign in 1939 for a vanaspati (cooking fat) brand called
Dalda, by LINTAS that truly turned brand naming on its head. Conceived by Harvey
Duncan,
of LINTAS, the tin was designed as were different pack sizes. As an advertising gimmick, a
van with a huge round tin did the rounds in the metro cities of Mumbai, Calcutta, Delhi and
Chennai.
Dalda, with its yellow label and green palm tree, soon became a generic name for vanaspati
(just as Xerox, a brand name has become generic with photocopying services).
In the 1950s, commercial advertising on radio began with Radio Ceylon (now Sri Lanka) and
Radio Goa. All India Radio accepted commercial ads in the middle 1970s when their ‗Vividh
Bharati‘ channel took on sponsored programmes like Binaca Geet Mala, Saridon ke
Saathi and Bournvita Quiz Contest.

Very few of the innumerable advertising agencies can boast of a long agency-client
relationship. However, the association with health food brand ‗Horlicks‘, and Hindustan
Thompson Associates Limited (HTA, previously J Walter Thompson), has remained
unbroken for 68 years. The agency has also been handling Air India‘s (international air
carrier) Maharaja campaign from 1953! Today, India is definitely a country to be reckoned
with in terms of advertising with agencies winning awards at the International Festival at
Cannes, France and an Indian, Arun Nanda (chairperson of Rediffusion DY&R), even being
on the panel of judges.

International Advertising:
International advertising can be defined as a subfield in advertising and international
marketing that studies the differences and similarities in advertising across different nations
and how one country‘s advertising overseas affects the other country. There are different
conceptions of international advertising based on the scope of the study. For example, from
an ethnocentric point of view, international advertising can simply be any advertising outside
the home country of the researcher. Using this perspective, international advertising is
synonymous with foreign advertising. Because the United States is the core country in
publishing advertising research, for a US researcher or US-based journals, all advertising
studies conducted outside the United States can be considered ―international
advertising‖ research. To a researcher in China, however, advertising in the United States is
―international advertising.‖ Such a configuration of international advertising is certainly
relative to the home country of the researcher and does not strictly following the definition
of ―international advertising‖ that involves more than one nation.
Despite its flaw, this is a quite common use of international advertising in research
categorization. Such a conception underscores the importance of knowing the advertising
practices and consumer behaviors in other countries to understand advertising across nations.
Hence, this bibliography includes some single-country advertising research conducted in non-
US countries on pertinent advertising topics published in English-language journals and
books, but the focus is on advertising practices and effects in multiple countries, as well as
cross-country and cross-cultural comparison of advertising. Some variations of ―international
advertising‖ are ―global advertising‖ and ―multinational advertising.‖

The former has no specific country in focus, while the latter usually focuses on specific
nations of interest in the research. In the most refined term, international advertising is about
advertising in different nations and between nations. The ―nation‖ can be a national culture, a
country, or an ethnic group. In addition, what constitute ―advertising‖ determines the scope
of topics covered. For example, some researchers may consider product placement a paid
communication with identified sponsors; and equate advertiser-manipulated electronic word-
of-mouth recommendation (eWOM) to advertising. Hence international advertising can
include studies on how product placement and e-WOM is being done by international brands
across nations.
1.4 STATEMENT OF THE PROBLEM:

For any site on the web, incoming links are very important especially for Search Engine
Optimization. The one good way to ensure that our site gets linked is having a good content.
But many people give very less importance to incoming links. So Writing a unique content
will boosts our site. It is important that to make our site accessible, as
this will help search engine robots to access our site. It is important to remember that Google
is blind. What this means is that we should use proper headings, paragraphs and lists, and
avoid using anything which may interfere with the search engines spiders.

Few customers have backed out Digital marketing services based on various unknown
reasons. So this study has been undertaken to know the various expectations of the customers
meet their needs and retain them for a long term business with Domain2Host

1.5 NEED FOR THE STUDY

Digital marketing is also important for the smooth running of a big web site. Websites
gets benefited from Digital marketing in a direct and indirect way. Their direct benefit is to
increase the search engine traffic and their indirect benefit is having a common framework
(checklists) to use before publishing content on the site. Digital marketing is also good for the
social promotion of your web site. People who find your web site by searching through
Google are more likely to promote it on Facebook, Twitter, Google+ or other social media
channels.

This project has been undertaken to assess the Digital marketing services at
Domain2Host. The outcome of the study would help the management of Domain2Host to
understand, meet or exceed the expectations of the customers who have taken up the website
traffic building services.
1.6 SCOPE OF THE STUDY

 Digital marketing is the force behind a company‘s online success. All the companies
in India and the world are now keeping huge budgets for internet marketing. People
know that it can bring them new prospects for their products and services.
 Digital marketing gives effective results in a short time if done efficiently. It is used
for generating traffic to site but there are also other applications like branding,
marketing and ideological influence of the website.
 Digital marketing has proven to be an effective tool in achieving a number of
important marketing objectives, making it a universally-beneficial marketing tactic for
a wide variety of organizations, regardless of their objectives.
 Digital marketing can have a dramatic effect on the traffic that draw to website; the
perceived quality, relevance, and trustworthiness of our brand; and the amount of
revenue that can generate through your website.

1.7 OBJECTIVES

PRIMARY OBJECTIVE

To study the effectiveness of digital marketing services at Domain2host, Chennai

SECONDARY OBJECTIVES

 To study the impact of digital marketing in bringing top ranks in Google for a website
in an organic way by using Search Engine Optimization(SEO)
 To identify the perception of customers on the major aim of digital marketing
 To understand the most preferred digital marketing strategy to promote the website
 To assess the satisfaction level with Domain2Host on the digital marketing
  To provide suitable suggestions for improving the effectiveness of digital marketing
services and improve the overall customer satisfaction

1.8 LIMITATIONS OF THE STUDY:

1. The information provided by majority of the respondents could also be biased or

inaccurate. No independent verification of the data was possible.

2. Time is one major constraint, which limits the effective data collection.

3. Non-availability of data collection from all the customer of DOMAIN2HOST

4. The sample size is only 100 customers so the sample may not be truly representative
of the total population

5. Reliability and accuracy of the analysis depends on the respondents‘ openness and
trueness towards each question in the questionnaire.
 CHAPTER 2: REVIEW OF LITERATURE

SEO has been defined in different ways by authors to capture the dynamic nature of this
concept. For example, Cheffey et al., (2006) defined SEO as a structured approach used to
increase the position of a company or its products in search engine natural or organic results
listings for selected keywords or phrase. Search engine optimization (SEO) is a set of
techniques aimed at improving the ranking of a website in search engine listings, thereby
making it more likely that the end user will choose to visit the site (Vryniotis, 2015). SEO
gathers the techniques leading to a better indexing of one‘s site by one or several targeted
search engines (Gandour and Regolini 2011). It is also defined as the process of identifying
factors in a webpage which would impact search engine accessibility to it and fine-tuning the
many elements of a website so it can achieve the highest possible visibility when a search
engine responds to a relevant query (Zgang and Dimitroff, 2005).

Its role is to achieve the highest position or ranking on search engines, such as Google,
Yahoo! and MSN Search and so on, after a specific combination of keywords or key phrase
that is typed in. The final goal is for the site to be better ranked by one or several targeted
search engines and therefore appearing higher in their results lists for specified requests
(Gandour and Regolini 2011). Search engine optimization (SEO) is a systematic approach to
improving the membership website on the Internet unpaid wage (Organic result), and focus
on the number of visitors to the site and don‘t on the quality of the search engine, (Google,
Search Engine Optimization Starter Guide, 2010).

SEO factors are notoriously difficult to enumerate, as search engines do not reveal the
specific factors used when determining the ranking of a website (Lourdes and Paloma 2013).
SEO factors can generally be categorized into two groups (Enge et al., 2009; Evans,2007
SEOmoz, 2009). The first group, known as on-page factors, includes those factors related to
information that can be gathered directly from the pages of a website whose relevance is to be
optimized, such as the existence and frequency of keywords. The second group, known as
off-page factors, includes those factors related to information about the website being
optimized that can be collected from other, external websites. This study will focus on on-
page factors.

According to SEOmoz (2011) and Evans (2007),search engines constantly work to improve
their ranking calculations which complicate matters further. As a result the calculated
relevance of webpages has been observed to have varied over time, due to changes in the
relative weights assigned to individual SEO factors, as well as the incorporation of new
factors and the elimination or modification of others. In the case of Google, for instance, the
identification of more than 200 factors which have varied over the lifespan of the search
engine has, thus far, prevented the definition of a precise method by which the high ranking
of a website on the search engine could be guaranteed. Despite these difficulties, the peer
group assembled by SEOMoz identified the most critical SEO components to include
keywords, titles, web site name, and the right top level headings.

With the proper usage of a keyword phrase, a web site is more likely to appear in the first
page of search results and be seen by the people that an organization wants to get to their web
page (SEOmoz, 2009). Google recommends that a web site page should have a short but
unique and accurate page title. The description meta tag is not seen on the page, but should
have useful and more detailed information than the page title. The filename of the page or its
page address should be worded so that it is easily understood by a visitor (Google, Search
Engine Optimization Starter Guide, 2010). The easiest way to optimize a web site is to enter
appropriate text in the web site's title, meta description, headings, and page content that
search engines recognize (Goldsborough, 2005).

In addition to using Search Engine Optimization (SEO) techniques, Google recommends

using a general sitemap for human visitors and an XML Sitemap to improve the visibility of
pages to users and search engines. Navigation should be simple to follow and be made from
text instead of Flash or JavaScript (Google, Search Engine Optimization Starter Guide,
2010). Also, Google recommends using the Robots.TXT file to let search engines know what
should be shown in search results and what should be hidden. A site without a Robots.TXT
file cannot grant search engines the permission needed to look at their pages or show search
results to searchers (Google, Search Engine Optimization Starter Guide, 2010).The common
elements that occur among different sources are the elements that were used in the
instrument. The SEO component elements include these seven items:the H1 header tag, page
titles, description meta tag, relevant keyword use, user friendly page address, Sitemap.XML
file presence, and Robots.TXT file presence.

Research conducted worldwide on search engine optimization is considered very few. We

can assume that this research is the first one to tackle this issue in Jordan and maybe in the
Arab world as well. Most of the research focused on search engine in general (Ramaraj,
2013), search engine advertisement (Jafarzadeh, 2011), and search engine optimization in
education (Gandour and Regolini 2011). Based on that, research that link SEO with online
advertisement is considered very rare. In the following lines we will highlight some of
previous studies focused on SEO and online advertisement.

The purpose of Evans (2007) paper was to identify the most popular techniques used to rank
a web page highly in Google. The paper presents the results of a study into 50 highly
optimized web pages that were created as part of a Search Engine Optimization competition.
The study focuses on the most popular techniques that were used to rank highest in this
competition, and includes an analysis on the use of Page Rank, number of pages, number of
in-links, domain age and the use of third party sites such as directories and social
bookmarking sites. A separate study was made into 50 non-optimized web pages for
comparison. The paper provides insight into the techniques that successful Search Engine
Optimizers use to ensure a page ranks highly in Google.

While Singh et al., (2011) investigate the impact of Search Engine Optimization on
Advertisement. The paper evaluates the impact of SEO on firms' advertisement in IT
companies of north India. The study use quantitative and qualitative research methodology.
The results of the study show that search engine optimization affects advertisement and sales.
Most of the people use the search engines like Google, MSN, AltaVista etc for searching for
product or services and more than 90% people select the product from first page only and out
of that 90% more than 80% select the product or services from first three or four.
The companies who are using the SEO for the purpose of advertisement are getting more new
customer than the companies using the other methods. After applying the statistical tools, its
shows that the objectives of the research is very much true and there is a visible effect of the
SEO on the advertisement of companies and the companies using the SEO for the advertising
are generating revenue than the other companies. Kaurin and Dragić, (2012) research aimed
to determine the influence of Meta Tags usage on web rating within Search Engine Results
Pages (SERP) by examining travel agencies in Serbia, as a relatively new but the large
market, and their knowledge and right usage of available technologies of Meta Tags usage.
Research covered a total of 66 travel agencies operating in Serbia. Companies are mostly
from cities in the regional centers. The study used quantitative and qualitative research
methodology. Research result shows that 41 of 66 companies (62%) are maintaining their
own website, and that the rest (25 companies, 38%) don‘t have their internet presentation or
are using other websites for their promotion. Because the research should provide the website
positioning within SERP, we would be considering only those companies that have their own
website presentation.Berman and Katonay (2012) study the impact of search engine
optimization (SEO) on the competition between advertisers for organic and sponsored search
results.

They find that a positive level of search engine optimization may improve the search engine's
ranking quality and thus the satisfaction of its visitors. Results imply that high quality sites
have an advantage as they can always use sponsored links as a backup option if their organic
link does not place well. In the absence of sponsored links, the organic ranking is improved
by SEO if and only if the quality provided by a website is sufficiently positively correlated
with its valuation for consumers. That is, if sites' valuations for consumers are correlated with
their qualities then consumers are better off with some positive level of SEO than without. By
contrast, if there are sites that extract high value from visitors yet provide them with low
quality then SEO is generally detrimental to consumer welfare. As a result of the high
expected quality on the organic side, consumers begin their search with an organic click.
Although SEO can improve consumer welfare and the payoff of high quality sites, they find
that the search engine's revenues are typically lower when advertisers spend more on SEO
links.
Lourdes and Paloma (2013) conducted an interesting research on the relationship between
SEO on-page factors and web accessibility. Access to web content is the central link between
SEO and accessibility. The research described arose from an investigation into the observed
phenomenon that pages from accessible websites regularly appear near the top of search
engine (such as Google) results, without any deliberate effort having been made through the
application of search engine optimization (SEO) techniques to achieve this. The research
provides firm evidence that the overlapping factors not only serve to ensure the accessibility
of a website for all users, but are also useful for the optimization of the website‘s search
engine ranking. The paper demonstrates that any SEO project undertaken should include, as a
prerequisite, the proper design of accessible web con-tent, inasmuch as search engines will
interpret the web accessibility achieved as an indicator of quality and will be able to better
access and index the resulting web content.

Our paper is connected to several different literatures, including a handful of academic papers
on SEO which provide important theoretical insights into search engine optimization
(Berman and Katona, 2012; Xing and Lin, 2006; and Sen, 2005). These papers highlight
several features of the equilibrium interaction between websites and search engines that we
take into account in our empirical analysis, including the endogeneity of the rank of organic
links and the position of sponsored links in search results. To the best of our knowledge, there
is no antecedent empirical research on SEO.

There is, however, a sizeable theoretical and empirical literature on search engines that
focuses on the sponsored links that appear alongside the organic results. The theoretical
literature has in particular focused on the auction mechanism behind these paid results (e.g.,
Edelman, Ostrovsky,and Schwarz, 2007; Varian, 2007). Earlier studies took user behavior as
given; more recent work by Chen and He (2011) as well as Athey and Ellison (2012) take
into account that users search optimally. White (2012) and Xu, Chen, and Whinston (2012)
focus on trade-offs between organicand sponsored search results.

The empirical research on search engines has mostly focused on sponsored search as well.
Yao and Mela (2011) develop a dynamic structural model of keyword advertising that takes
optimal consumer behavior into account. Animesh, Ramachandran, and Viswanathan (2010)
focus on quality uncertainty in sponsored search markets and find some evidence of adverse
selection, but only for unregulated sponsored search markets. Ghose and Yang (2009) focus
on ad placement and its effects on profitability and find a negative relationship between
position and click-through rate as well as conversion rates. Agarwal, Hosanagar, and Smith
(2011) also find a negative relationship between position and click-through rates but find a
positive relationship with conversion rates, which means that the top position is not
necessarily the most profitable.

Our paper is also related to three recent papers that focus on the relationship between
sponsored and organic search results. Yang and Ghose (2010) find organic clicks to be
positively related to the presence of sponsored links, and vice versa. However, the presence
of an organic link increases the utility of a sponsored listing more than the other way around.
Similarly, Agarwal, Hosanagar,and Smith (2012) find the presence of a link in the organic
search results to be positively related to the click-through rate for sponsored links, but
negatively related to conversions. A third paper by Jerath, Ma, and Park (2013) uses clicks
data based on 120 keywords to examine how the ―popularity‖ of different keywords impacts
clicking behavior. Their results suggest that less popular keywords are ―more targetable‖ for
sponsored search advertising than more popular keywords.
Finally, our research is related to a very large literature documenting the importance of screen
position and a seller‘s reputation or brand equity9 for retailers selling through other online
channels including price comparison sites, shop bots, and auction sites (Brynjolfsson and
Smith, 2000; Melnikand Alm, 2002; Dellarocas, 2003; Baye and Morgan, 2009; Baye et al.,
2009; and De los Santos,Hortaçsu, and Wildenbeest, 2012). While the broad message is that
branding, screen position, consumer attributes, and retailer characteristics are all important
determinants of click-through behavior in these channels, to date, little is known about their
impact on organic clicks through

Further elaborating this trend search engines has become a vital need and daily tool for
internet users and online advertising media. Today, internet market top Search engines are
turning profit from advertising, entertainment, social media networks, daily use applications
(e.g. maps) and online product sales and services. Internet advertising/ online advertising
revenue in the United Estate totaled $26 billion dollars in year 2010 with increase of 15%
over last year 2009. (Silverman, 2011) Internet traffic and business is growing day by day
which indicates a massive growth in internet marketing and web development field.
Search engine indexing processes refers to the methods and techniques used by search
engines to read and include your website content and data in their data repositories. Exploring
the content of the Web pages for automatic indexing is the key importance for efficient
ecommerce and other applications of the Web. It allows users, including customers and
businesses to locate the best sources of their use. (Chung, 2001) It is important to keep index
your all Web pages to get maximum ranking by search engines. If your website is not indexed by
search engine is like a huge shop without signboards and customers.

A search engine is program or software which fetches/retrieves data, files and information
from a collective database or from the computer network. A Web search engine has three
main parts. These are Web crawler, Indexer and searching. Web crawlers are programs that
use the graph structure of the Web to move from page to page. In their infancy such programs
were also called wanderers, robots, spiders, fish and worms, words that are quite evocative of
Web imagery. (Gautam, 2004) Indexing is the process in which search engine store the
crawled data with three processes i-e parsing, indexing document (storage) and sorting. The
goal of searching is to provide quality search results efficiently. The goal uses a query
evaluation process for searching. (Page, 2001)

Every one of us using internet opens Google or other search engine while finding information
on internet. People who use the internet either looking for communication, information,
entertainment or a product service like buying and selling. Search has become integrated into
the fabric of our society and age. Likewise according to comSource, more than 12 billion
searches being performed each month as of January 2009, approximately 400 million web
searches performed every day. (Enge, 2009) Search engine optimization is a vast term which
covers a huge area on internet. Organic search are listings on the search engine which are
results of search queries when a user writes keywords in search engine while searching. And
those are not includes adverts sponsored links (pay-per-click ads) (James, 2011). A website
can only be optimized and visible when it is well ranked and placed on first page in search
engine results. Search engine optimization is a process and set of theories, tools and
techniques apply to get website ranked and placed on first page on organic search. It means if
any user is looking for a website relevant to your keyword/search term so that your website
should come on first page (most likely in first three positions) of search listings which enable
the maximum chance to have a click on your website.

It is better to make a brief SEO strategy, work accordingly and in sequence, timely and goal
driven. It is also important to keep update yourself about the latest ranking strategy and
updates of search engines. Effecting SEO strategy requires iterative testing in order to refine
it. Like advertising, SEO needs long term dedication in order to see best desired results.
There are four general steps to a refined SEO effort; (Potts, 2007)

In first step you make a specific SEO strategy which is the part of SEO planning process. In
second step you execute the essential steps which are predefined in strategy. Then you
analyze the SEO process and finally you get in optimization process and see the results.SEO
strategy is not unique to all types of websites, for different kind of websites the SEO
strategy will be different and also the time frame of the SEO campaign to show the desired
results. SEO strategy is further divided into its phases with respect to SEO components. All
of these strategies can be rolled up to single artifact which is SEO plan. These can be content
strategy, link building Strategy, search engine marketing strategy, social media strategy,
search engine targeting strategy, technical strategy etc. (Jerkovic J. , 2009).

After making a brief SEO strategy it is time to define goal and your target audience. The
main goal of SEO campaign is to get website high up in the search results on its target
keywords. In this process you define your target audience, what clients want to sell or
promote, which sort of visitors will be target, which area or country and time frame to
complete it. It is very important to measure your goal and efforts and what outcomes are in
resulting of your SEO efforts. While web traffic measurement relates to the optimization
effectiveness measures, goal means more to the business effects of SEO. Goal measurement
is essential because it is completely possible to increase traffic while hurting your business.
(Tonkin, 2010) It depends upon the product or services you are offering. For example, a
restaurant in Rome, Italy business has first goal to get ranked locally search engine and to get
customers from Rome, Italy area. The basic ingredients of search engine
optimization are:
o Quality content
 o Relevant keywords
o Strong metalanguage properties,
o Internal links throughout the site,
o External links (back links) to the site. (Gifford, 2010)

The age of the domain can play a vital role in assigning of Google PageRank. Young
domains are normally ranked low; consequently older domains are always ranked higher.
However, if you buy a recently expired domain name that has a high PageRank because of Its
age and accumulated reputation, the PageRank does not transfer to the new owner.Search
engines can generally see when domain names change ownership, and will reset their
rankings in such situations. (Walter, 2008)

The most common type of internet search is keyword search. Keyword search refers to a type
of search in which keywords are typed in a search box to locate information on the
internet. (Morley, 2009). To perform a keyword search a user enters keywords or phrases in
search engines. For example a person looking for listings of web host might type ‗web host‘
in search box. Before selecting a domain name for your business it is recommended to
perform a keyword research process. Before starting the keyword research it is necessary to
know the main subject (keyword), area and competitors of your website. Collect the words
that best describe your website and its contents. These words will be your primary keywords,
from these you can make combination of keywords and phrases to use in SEO campaign. For
example if the topic of the website is web hosting. Then the Keywords like ‗cheap web
hosting‘, ‗best web hosting‘ and so on can be your targeted Keywords. In keyword research
process you need to go thorough following steps

• Understand your target market and make a note of that market which you are targeting.
• Create a general list of keywords and keyword phrases.
• Extract keywords from competitor‘s websites and target market which is
important in your point of view.

According to AARONMATTEW WALL (SEARCH ENGINE OPTIMAZATION) 2012,

about the search engines differs from directories of pages which discussed detailing on
Search Engines versus Directories

Search engines are operated by scripts and machine code. Some of them have human editors,
but, by and large, search engines are run by automated relevancy algorithms. Directories are
human-compiled lists of sites organized by categories. Since directories are entirely human-
edited, they take time and effort to maintain. Whenever I create a new site and I am happy
with it, I submit it to a about a half dozen or a dozen directories. A few of the larger
directories are listed in the next section. In addition, you can find a relationship chart that
clearly shows how the largest search engines and directories interact here:

http://www.bruceclay.com/searchenginerelationshipchart.html

When submitting to directories, it is worth it to spend the extra time to ensure you are in the
correct category and are following the directory guidelines. For example, the DMOZ
guidelines can be found here: http://dmoz.org/add.html http://dmoztools.net/

According to Mobilegeddon update from Spring 2018 (HUBSPOT)

http://cdn2.hubspot.net/hubfs/53/SEO_Myths_2016.pdf?t=1459340277417 (17 myths of seo
which show the myth which believing on the search engine optimization revealing the topic.)
 CHAPTER 3: RESEARCH METHODOLOGY

Fundamental to the success of any formal marketing research project is a sound

research design. A good research design has the characteristics of problem definition, specific
methods of data collection and analysis, time required for research project and estimate of
expenses to be incurred. The function of a research design is to ensure that the require data
are collected accurately and economically. A research design is purely and simply the
framework or plan for an analysis of data. It is a blue print that is followed in completing a
study. It resembles the architect`s blue-print (map) for constructing a house. It may be
worthwhile to mention here that a research design is nothing more than the framework for the
study ensures that the study will be relevant to the problem and the study will employ
economical procedures.

Claire seltizetal defines Research Design as ―Research design is a catalogue of

the phases and facts relating to the formulation of a research effort. It is the arrangement of
collection and analysis of data in a manner that aims to combine relevant to the research
purpose with economy in procedure‖.

Three important about research design are

1. The design of investigation should stem from the problem
2. Whether the designs are productive in a given problem setting depends on how
imaginatively they are applied. An understanding of the basic design is needed so
that they can be modified to suit specific purpose
3. The three basic design are as follows
i. Exploratory Research design
ii. Descriptive Research design
iii. Casual Research design
The Research design used in the study is descriptive research design
3.1 RESEARCH DESIGN

Descriptive research design is also called explanatory design. This is the one that
simply describes something such as demographic characteristics. The descriptive study is
typically concerned with determining frequency with which something occurs or how two
variables vary together.

3.2 SAMPLE SIZE

It refers to the number of elements of the population to sample. The sample size
chosen for the survey is 100 customers of DOMAIN2HOST

3.3 DATA SOURCES

After identifying and defining the research problem and determining specific
information required to solve the problem, the researcher`s task is to look the type and
sources of data which may yield the desired results. Data sources are of two types through
which data is collected.
Data sources may be classified as
1. Primary data
2. Secondary data

PRIMARY DATA
Primary data is the original data collected by the researcher first hand. It is collected
for the first time through field survey. These are those that are gathered specifically, for the
problem at hand. The various sources for collecting primary data are questionnaire,
observation, interview etc. The primary source used for the study is questionnaire.
SECONDARY DATA
Secondary data is the information which is already available in published or
unpublished form. When the needed information is collected from the census of population
available in a library means then it is a secondary data. It is also used for collecting historical
data. The various sources of secondary data are books, periodicals, journals, directories,
magazines, statistical data sources etc. The secondary source used for this study is company
profile, scope, need, review of literature.

3.4 RESEARCH INSTRUMENTS

Research instrument are the instruments which is used for gathering or collecting
information. The instruments used in the study are
1. Direct questions
2. Close end questions
3. Dichotomous questions
4. Multiple choice questions

DIRECT QUESTIONS
Direct questions are just what their names indicate. They explicitly ask for the desired
data. However the directness of the question also relates to the way a response is interpreted.

CLOSE END QUESTIONS

Such questions are also called fixed alternative questions they refer to those questions
in which the respondent is given a limited number of alternative response frame which he/she
is to select one that most closely matches his/her opinion or attitude.

DICHOTOMOUS QUESTIONS
A dichotomous question refers to one which offers the respondent a choice between
only two alternatives and reduces the issue to its simple terms. The fixed alternatives are of
the type, yes/no, agree/disagree, true/false etc.

MULTIPLE CHOICE QUESTIONS

 A multiple choice question refers to one which provides several set alternatives for its
answers. Thus, it is a middle ground between free answers and dichotomous question.

3.5 SAMPLING
Collecting data about each and every unit of the population is called census method.
The approach, where only a few units of population under study are considered for analysis is
called sampling method. There are two main categories under which various sampling
method can be put.
The two categories are
1. Probability sampling
2. Non-probability sampling
The sampling method adopted for the study is convenience sampling under non-probability
sampling.

NON-PROBABILITY SAMPLING
In non-probability sampling, the chance of any particular unit in the population being
selected is unknown, since randomness is not involved in the selection process. But this does
not mean that the findings obtained from non-probability sampling are of questionable value.
If properly conducted their findings can be accurate as those obtained from probability
sampling. The three frequencies used non-probability designs are
1. Judgment sampling
2. Convenience sampling
3. Quota sampling

3.6 CONVENIENCE SAMPLING:

In this method, the sample units are chosen primarily on the basis of the convenience
to the investigator. The units selected may be each person who comes across the investigator.

3.7 SAMPLE FRAME:

 A Sample frame may be defined as the listing of the general components of the
individual units that comprise the defined population.

3.8 SAMPLE DESIGN

Sample design is the theoretical basis and the practice means by generalizing from
characteristics of relatively few of the comprising population. It is the method by which the
sample is chosen.

3.9ANALYTICAL TOOLS

ANALYSIS USING KARL PEARSON’S CORRELATION:

Correlation analysis is the statistical tool used to measure the degree to which two
variables are linearly related to each other. Correlation measures the degree of association
between two variables. The Pearson product-moment correlation coefficient is a measure of
the strength and direction of association that exists between two variables measured on at
least an interval scale. It is denoted by the symbol r.

CHI- SQUARE TEST I – (Ψ2)

A chi-squared test, also referred to as chi-square test or χ2 test, is any statistical

hypothesis test in which the sampling distribution of the test statistic is a chi-squared
distribution when the null hypothesis is true, or any in which this is asymptotically true,
meaning that the sampling distribution (if the null hypothesis is true) can be made to
approximate a chi- squared distribution as closely as desired by making the sample size
large enough.

The χ2 test was first used by Karl Pearson in the year 1980. The quantity χ2 describes the
magnitude of the discrepancy between theory and observation.
It is calculated using:
 2
χ² = Σ [( ) / ]with (n - 1) degrees of freedom.
Where, refers to the observed frequency & to the expected
frequencies. χ² was used as a test of independence and goodness of fit.

PERCENTAGES
Percentages refer to a special kind of ratio. Percentages are used in making
comparison between two or more series of data. Percentages are used to describe
relationships, it is expressed as.
Percentage = (no of employees/total no of employees) 100
 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

TABLE 1: EDUCATIONAL QUALIFICATION

Educational No. Of Respondents

Qualification
% Of Respondents
UG 34 34%

PG 31 31%

Diploma 21 21%

Others 14 14%

TOTAL 100 100%

CHART 1

EDUCATIONAL QUALIFICATION

40% 34%
31%
30% 21%
20% 14%

10%
0%

UG PG Diploma Others
INFERENCE

34% of the respondents are at UG level, 31% of the respondents are at PG level

Therefore most of the respondents are at UG level.

TABLE 2: AGE

Age (in yrs) No. of Respondents % of Respondents

Below 20 19 19%
21-30 31 31%
31-40 29 29%
41-50 15 15%
Above 50 6 6%
TOTAL 100 100%

CHART 2

AGE

35% 31%
29%
30%

25%
19%
20%
15%

15%

10%
6%

5%

INFERENCE
31% of the respondents are at the age group between 21-30, 29% of the respondents are at the
age group between 31-40

Therefore most of the respondents are at the age group between 21-30.

TABLE 3: MARITAL STATUS

No. of Respondents % of Respondents

Marital Status
Married 57 57%
Unmarried 43 43%
TOTAL 100 100%

CHART 3

INFERENCE

57% of the respondents are married and 43% of the respondents are unmarried.

Therefore most of the respondents are married.

TABLE 4: GENDER

Gender No. of Respondents

% of Respondents
Male 68 68%

Female 32 32%

TOTAL 100 100%

CHART 4

INFERENCE

68% of the respondents are male and 32% of the respondents are female.
Therefore most of the respondents are male.

TABLE 5: INCOME

Income No. of Respondents % of Respondents

Less than 10000 19 19%

10001-25000 39 39%

25001-50000 31 31%

Above 50000 11 11%

TOTAL 100 100%

CHART 5

INCOME
39%

40% 31%
30%
19%
20% 11%
10%
0%

Less than 10001-2500025001-50000Above 50000

10000

INFERENCE
39% of the respondents income range between 10001-25000, 31% of the respondents income
range between 25001-50000

Therefore most of the respondents income range between 10001-25000.

TABLE 6: PROMOTED YOUR WEBSITE BEFORE APPROACHING

DOMAIN2HOST

Particulars No. of Respondents % of Respondents

Yes 47 47%

No 53 53%

TOTAL 100 100%

CHART 6

47%
53%

INFERENCE
53% of the respondents say no for promoting their website before approaching Domain2Host
and 47% of the respondents say yes for promoting their website before approaching
Domain2Host.

Therefore most of the respondents say no for promoting their website before approaching
Domain2Host..

TABLE 7: USING THE DIGITAL MARKETING FOR YOUR WEBSITE

OPTIMIZATION AT DOMAIN2HOST

Particulars No. of Respondents

% of Respondents
Less than 1 year 11 11%

1.3 to 3 years 36 36%

3.1 to 5 years 28 28%

5.1 to 10 years 17 17%

Above 10 years 8 8%

TOTAL 100 100%

CHART 7
 36%
40%
28%
30%
20% 17%
10% 11%
8%
0%

Less than 11 to 3 years 3.1 to 5 years5.1 to 10Above 10

yearyearsyears

INFERENCE

36% of the respondents used digital marketing for the website optimization at Domain2Host
for 1-3 years, 28% of the respondents used digital marketing for the website optimization at
Domain2Host for 1-5 years

Therefore most of the respondents used digital marketing for the website optimization at
Domain2Host for 1-3 years.

TABLE 8: GETTING LEADS OR CUSTOMERS THROUGH DOMAIN2HOST

Particulars No. of Respondents

% of Respondents
Less than 50 respondents 26 26%

50 respondents 41 41%

More than 50 respondents 21 21%

Other 12 12%

TOTAL 100 100%

CHART 8
 50% 41%
40%
26%
30% 21%
20% 12%

10%
0%

Less than 50 50 respondents More than 50 Other

respondents respondents

INFERENCE

41% of the respondents mention that 50 respondents getting their leads or customers through
Domain2Host, 26% of the respondents mention that less than 50 respondents getting their
leads or customers through Domain2Host

Therefore most of the respondents mention that 50 respondents getting their leads or
customers through Domain2Host

TABLE 9: DIGITAL MARKETING SERVICE OFFERED BY DOMAIN2HOST

GIVES MORE TRAFFIC/CUSTOMER TO YOUR WEBSITE

Particulars No. of Respondents

% of Respondents
Social Media Optimization 21 21%

Search Engine Optimization 37 37%

Search Engine Marketing 42 42%

TOTAL 100 100%

CHART 9

42% 21%

37%

INFERENCE

42% of the respondents mention that digital marketing service offered by Domain2Host
provides more traffic/customer through search engine marketing, 37% of the respondents
mentions that digital marketing service offered by Domain2Host provides more
traffic/customer through search engine optimization

Therefore most of the of the respondents mention that digital marketing service offered by
Domain2Host provides more traffic/customer through search engine marketing.

TABLE 10: BEING SERVICING BY DOMAIN2HOST

Particulars No. of Respondents

% of Respondents
Less than 1 year 22 22%

1 year 34 34%

More than 1 year 29 29%

 Others 15 15%

TOTAL 100 100%

CHART 10

INFERENCE
34% of the respondents being served by Domain2Host for 1 year, 29% of the respondents
being served by more than 1 year. Therefore most of the respondents being served by
Domain2Host for 1 year.

TABLE 11: REVENUE GENERATED FROM ORGANIC SEARCH (DIGITAL

MARKETING) EVERY MONTH

Particulars No. of Respondents

% of Respondents
Less than 10000 28 28%

10001-25000 37 37%

25001-50000 23 23%

Above 50000 12 12%

TOTAL 100 100%

CHART 11
 12% 28%
23%

37%

INFERENCE

37% of the respondents mention that the revenue they generate from organic search is from
Rs 10001-25000, 28% of the respondents mention that the revenue they generate from
organic search is from Rs less than 10000

Therefore most of the respondents mention that the revenue they generate from organic
search is from Rs 10001-25000.

TABLE 12: FREQUENCY OF WEBSITE UPDATION

Particulars No. of Respondents

% of Respondents
Three months 52 52%

Six months 21 21%

One year 18 18%

Others 9 9%

TOTAL 100 100%

 CHART 12

9%
18%
52%

21%

INFERENCE

52% of the respondents update the website in three months, 21% of the respondents update
the website in six months

Therefore most of the respondents update the website in three months.

TABLE 13: MAJOR AIM OF DIGITAL MARKETING

Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOTAL

Agree Disagree

Quality of 23 23% 32 32% 24 24% 12 12% 9 9% 100

traffic
Quantity of 27 27% 31 31% 24 24% 11 11% 7 7% 100
traffic

Organic 21 21% 34 34% 26 26% 14 14% 5 5% 100

results

Optimizing 25 25% 37 37% 26 26% 8 8% 4 4% 100

your
website

CHART 13
 40% 37%
34%
35% 32% 31%
30% 27% 26% 25%26%
23%24% 24%
Agree
25% 21% Neutral Disagree
20% Strongly Disagree
Strongly Agree
14%
15% 12% 11%
9% 7%
10% 8%
5% 4%
5%

0%
Quality ofQuantity ofOrganicOptimizing
traffictrafficresultsyour website

INFERENCE

37% of the respondents agree that optimizing the website is the major aim of digital
marketing

34% of the respondents agree that organic results is the major aim of digital marketing

32% of the respondents agree that quality of traffic is the major aim of digital marketing

31% of the respondents agree that quantity of traffic is the major aim of digital marketing

Therefore most of the respondents mention that optimizing the website is the major aim of
digital marketing.
 TABLE 14: TYPE OF ONLINE MEDIA BRINGS MORE TRAFFIC/CUSTOMERS
TO OUR WEBSITE

Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOTAL

Agree Disagree

Blog 21 21% 33 33% 20 20% 15 15% 11 11% 100

Submission

Forum 26 26% 34 34% 23 23% 11 11% 6 6% 100

Submission

Book Marking 20 20% 39 39% 21 21% 13 13% 7 7% 100

Social 18 18% 47 47% 19 19% 11 11% 5 5% 100

Networking
Sites

Directory 31 31% 41 41% 15 15% 9 9% 4 4% 100

Submission

CHART 14

INFERENCE
 47% of the respondents agree that the online media brings more traffic/customers to their
website through social networking sites

41% of the respondents agree that the online media brings more traffic/customers to their
website through directory submission

39% of the respondents agree that the online media brings more traffic/customers to their
website through book marking

34% of the respondents agree that the online media brings more traffic/customers to their
website through forum submission

33% of the respondents agree that the online media brings more traffic/customers to their
website through blog submission

Therefore most of the respondents agree that the online media brings more traffic/customers
to their website through social networking sites.

TABLE 15: PREFERRED DIGITAL MARKETING STRATEGY TO PROMOTE

WEBSITE

Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOTAL

Agree Disagree

SEO 19 19% 37 37% 18 18% 14 14% 12 12% 100

SMO 19 19% 31 31% 23 23% 15 15% 12 12% 100

SMM 18 18% 38 38% 21 21% 16 16% 7 7% 100

SEO/SMO 14 14% 43 43% 21 21% 13 13% 9 9% 100

SMO/SEM 31 31% 37 37% 17 17% 10 10% 5 5% 100

SMO/SMM 25 25% 37 37% 26 26% 8 8% 4 4% 100

CHART 15
64
INFERENCE

43% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SEO/SMO

38% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMM

37% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SEO

37% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMO/SEM

37% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMO/SMM
31% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMO

Therefore most of the respondents agree that the digital marketing strategy can be preferred
to promote their website through SEO/SMO.

65
 TABLE 16: PREFERRED SOCIAL NETWORKING SITE TO BOOST THE RANK
IN YOUR WEBSITE

Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOTAL

Agree Disagre
e
Facebook 31 31% 42 42% 15 15% 9 9% 3 3% 100

Twitter 25 25% 36 36% 18 18% 13 13% 8 8% 100

Google 31 31% 33 33% 23 23% 11 11% 2 2% 100

plus
Pinterest 22 22% 46 46% 16 16% 9 9% 7 7% 100

You tube 29 29% 35 35% 22 22% 10 10% 4 4% 100

CHART 16

66
INFERENCE

46% of the respondents agree that the social networking site will boost the rank in your
website through Pinterest

42% of the respondents agree that the social networking site will boost the rank in your
website through Facebook

36% of the respondents agree that the social networking site will boost the rank in your
website through twitter

35% of the respondents agree that the social networking site will boost the rank in your
website through YouTube

33% of the respondents agree that the social networking site will boost the rank in your
website through Google plus

Therefore most of the respondents agree that the social networking site will boost the rank in
your website through Pinterest.

67
 TABLE 17: SATISFACTION LEVEL WITH DOMAIN2HOST

Particulars Highly % Satisfied % Neutral % Dissatisfied % Highly % TOTAL

Satisfied Dissatisfied

Website 20 20 31 31 24 24 14 14 11 11 100
design % % % % %

Website 17 17 34 34 21 21 18 18 10 10 100
look and % % % % %
feel
Website 26 26 36 36 19 19 12 12 7 7% 100
User % % % %
friendly
Website 25 25 37 37 19 19 10 10 9 9% 100
Compatibi % % % %
lity
Content 24 24 31 31 25 25 12 12 8 8% 100
% % % %

Keywords 24 24 39 39 19 19 11 11 7 7% 100
% % % %

Internal 26 26 36 36 19 19 13 13 6 6% 100
linking % % % %

Back 21 21 41 41 17 17 14 14 7 7% 100
linking % % % %

68
CHART 17

INFERENCE

41% of the respondents agree that the satisfaction level with Domain2Host is made by back
linking

39% of the respondents agree that the satisfaction level with Domain2Host is made by
keywords

37% of the respondents agree that the satisfaction level with Domain2Host is made by
website compatibility

36% of the respondents agree that the satisfaction level with Domain2Host is made by
internal linking

36% of the respondents agree that the satisfaction level with Domain2Host is made by
website user friendly

34% of the respondents agree that the satisfaction level with Domain2Host is made by
website look and feel

31% of the respondents agree that the satisfaction level with Domain2Host is made by
website design

69
 31% of the respondents agree that the satisfaction level with Domain2Host is made by
content

Therefore most of the respondents agree that the satisfaction level with Domain2Host is made
by back linking

TABLE 18: IMPORTANTANCE OF ATTRIBUTES IN SERVICE DELIVERY

Particulars Most % Important % Neutral % Unimportant % Most % TOTAL

Important Unimportant

Qualified 25 25% 36 36% 21 21% 11 11% 7 7% 100

personnel

Customized 23 23% 38 38% 21 21% 11 11% 7 7% 100

solutions

Price 26 26% 37 37% 15 15% 13 13% 9 9% 100

Timely 23 23% 33 33% 26 26% 12 12% 6 6% 100

communication
Grievances 23 23% 43 43% 18 18% 11 11% 5 5% 100
redressal

70
CHART 18

INFERENCE

43% of the respondents agree that the grievances redressal is important in service delivery

38% of the respondents agree that the customized solutions is important in service delivery

37% of the respondents agree that the price is important in service delivery

36% of the respondents agree that the qualified personnel is important in service delivery

33% of the respondents agree that the timely communication is important in service delivery

Therefore most of the respondents agree that the grievances redressal is important in service
delivery.

71
 TABLE 19: DOMAIN2HOST IN DIGITAL MARKETING SERVICES

Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOTAL

Agree Disagree

Staffs are polite 23 23% 32 32% 24 24% 12 12% 9 9% 100

and
understanding
Staffs are 27 27% 31 31% 24 24% 11 11% 7 7% 100
knowledgeable
Staffs are 21 21% 34 34% 26 26% 14 14% 5 5% 100
trained
adequately to
handle the
assignment
Information is 25 25% 37 37% 26 26% 8 8% 4 4% 100
provided
adequately

CHART 19
INFERENCE

37% of the respondents agree that the Information is provided adequately related to
Domain2Host in digital marketing services

34% of the respondents agree that the staffs are trained adequately to handle the assignment
related to Domain2Host in digital marketing services

32% of the respondents agree that the staffs are polite and understanding related to
Domain2Host in digital marketing services

31% of the respondents agree that the Staffs are knowledgeable related to Domain2Host in
digital marketing services

Therefore most of the respondents agree that the Information is provided adequately related
to Domain2Host in digital marketing services.
STATISTICAL TOOLS AND ANALYSIS

CHI- SQUARE TEST I – (ψ2)

Chi-square is the sum of the squared difference observed (o) and the expected (e) data
(or the deviation, d), divided by the expected data in all possible categories.

Null hypothesis (Ho):

There is a relationship between the Income and using digital marketing for
website optimization at Domain2Host.

Alternate hypothesis (H1):

There is no relationship between the Income and using digital marketing for
website optimization at Domain2Host.

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
INCOME * HOW LONG 100 100.0% 0 .0% 100 100.0%
HAVE YOU BEEN
USING THE DIGITAL
MARKETING FOR
YOUR WEBSITE
OPTIMIZATION AT
Domain2Host
 INCOME * HOW LONG HAVE YOU BEEN USING THE DIGITAL MARKETING FOR
YOUR WEBSITE OPTIMIZATION AT DOMAIN2HOST Crosstabulation
HOW LONG HAVE YOU BEEN USING THE
DIGITAL MARKETING FOR YOUR
WEBSITE
OPTIMIZATION AT DOMAIN2HOST
Total
Less than 1 to 3 1 to 5 1 to 10 Above 10
1 year years years years years
INCOME Less Count 11 8 0 0 0 19
than % within 57.9% 42.1% .0% .0% .0% 100.0
10000 INCOME %
% within HOW 100.0% 22.2% .0% .0% .0% 19.0%
LONG HAVE
YOU BEEN
USING THE
DIGITAL
MARKETING
FOR YOUR
WEBSITE
OPTIMIZATIO
N AT
DOMAIN2HO
S
T
% of Total 11.0% 8.0% .0% .0% .0% 19.0%
10001- Count 0 28 11 0 0 39
25000 % within .0% 71.8% 28.2% .0% .0% 100.0
INCOM %
E
 % within HOW .0% 77.8% 39.3% .0% .0% 39.0%
LONG HAVE
YOU BEEN
USING THE
DIGITAL
MARKETING
FOR YOUR
WEBSITE
OPTIMIZATIO
N AT
DOMAIN2HOS
T
% of Total .0% 28.0% 11.0% .0% .0% 39.0%
25001- Count 0 0 17 14 0 31
50000 % within .0% .0% 54.8% 45.2% .0% 100.0
INCOME %
% within HOW .0% .0% 60.7% 82.4% .0% 31.0%
LONG HAVE
YOU BEEN
USING THE
DIGITAL
MARKETING
FOR YOUR
WEBSITE
OPTIMIZATIO
N AT
DOMAIN2HOS
T
% of Total .0% .0% 17.0% 14.0% .0% 31.0%
Above Count 0 0 0 3 8 11
50000 % within .0% .0% .0% 27.3% 72.7% 100.0
INCOME %
 % within HOW .0% .0% .0% 17.6% 100.0% 11.0%
LONG HAVE
YOU BEEN
USING THE
DIGITAL
MARKETING
FOR YOUR
WEBSITE
OPTIMIZATIO
N AT
DOMAIN2HOS
T
% of Total .0% .0% .0% 3.0% 8.0% 11.0%
Total Count 11 36 28 17 8 100
% within 11.0% 36.0% 28.0% 17.0% 8.0% 100.0
INCOME %
% within HOW 100.0% 100.0% 100.0% 100.0% 100.0% 100.0
LONG HAVE %
YOU BEEN
USING THE
DIGITAL
MARKETING
FOR YOUR
WEBSITE
OPTIMIZATIO
N AT
DOMAIN2HOS
T
% of Total 11.0% 36.0% 28.0% 17.0% 8.0% 100.0
%
 Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 182.199a 12 .000
Likelihood Ratio 166.223 12 .000
Linear-by-Linear 80.126 1 .000
Association
N of Valid Cases 100
a. 12 cells (60.0%) have expected count less than 5. The
minimum expected count is .88.

Degree of Freedom= (r-1) *(c-1)

= 3*4= 9

Calculated value = 182.199

Tabulated value = 21.026

Z = Z cal >Z tab

Z= 182.199>21.026

Hence, the Alternate hypothesis [H1] is accepted

INFERENCE:

Since the calculated value is greater than the tabulated value, we accept the
alternate hypothesis and hence there is a relationship between the Income and using digital
marketing for website optimization at Domain2Host.
 ONE-WAY ANOVA CLASSIFICATION

Null hypothesis (Ho):

There is a significance difference between the Promoting the website

before approaching Domain2Host and the revenue generating from organic search.

Alternate hypothesis (H1):

There is no significance difference between the Promoting the website

before approaching Domain2Host and the revenue generating from organic search.

Descriptive
HAVE YOU EVER PROMOTED YOUR WEBSITE BEFORE APPROACHING DOMAIN2HOST
95% Confidence Interval
for Mean
Std. Std. Lower Upper
N Mean Deviation Erro Bound Bound Minimum Maximum
r
Less than 28 1.00 .000 .000 1.00 1.00 1 1
10000
10001-25000 37 1.49 .507 .083 1.32 1.66 1 2
25001-50000 23 2.00 .000 .000 2.00 2.00 2 2
Above 50000 12 2.00 .000 .000 2.00 2.00 2 2
Total 100 1.53 .502 .050 1.43 1.63 1 2

Test of Homogeneity of Variances

HAVE YOU EVER PROMOTED YOUR
WEBSITE BEFORE APPROACHING
DOMAIN2HOST
Levene
Statistic df1 df2 Sig.
27578.880 3 96 .000
 ANOVA
HAVE YOU EVER PROMOTED YOUR WEBSITE BEFORE
APPROACHING DOMAIN2HOST
Sum of Mean
Squares df Square F Sig.
Between 15.667 3 5.222 54.238 .000
Groups
Within Groups 9.243 96 .096
Total 24.910 99

Calculated value = 54.238

Tabulated value = 2.70

F = F cal >F tab F=54.238> 2.70

Hence, the Alternate hypothesis [H1] is accepted.

INFERENCE:

The calculated value of F is greater than the tabulated value. Hence, we reject the null
hypothesis and conclude that there is no significance difference between the Promoting the
website before approaching Domain2Host and the revenue generating from organic search.
 ANALYSIS USING KARL PEARSON’S CORRELATION

Correlation analysis is the statistical tool used to measure the degree to which two variables
are linearly related to each other. Correlation measures the degree of association between two
variables.

Null hypothesis (H0):

There is positive relationship between the digital marketing service by

Domain2Host provides more traffic/customer and being served by Domain2Host.

Alternate hypothesis (H1):

There is negative relationship the digital marketing service by Domain2Host

provides more traffic/customer and being served by Domain2Host.

Correlations
ACCORDING TO
YOU WHICH
DIGITAL
MARKETING
SERVICE OFFERED
BY DOMAIN2HOST
GIVES YOU MORE HOW LONG IS
TRAFFIC/CUSTOME DOMAIN2HOST
R TO YOUR BEING SERVICING
WEBSITE YOU
ACCORDING TO YOU WHICH Pearson Correlation 1 .930**
DIGITAL MARKETING Sig. (2-tailed) .000
SERVICE OFFERED BY N 100 100
DOMAIN2HOST GIVES YOU
MORE TRAFFIC/CUSTOMER
TO YOUR
WEBSITE
HOW LONG IS Pearson Correlation .930** 1
DOMAIN2HOST BEING Sig. (2-tailed) .000
SERVICING YOU N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
r= .930

INFERENCE:

Since r is positive, there is positive relationship between the digital marketing

service by Domain2Host provides more traffic/customer and being served by Domain2Host.
 CHAPTER 5

5.1 FINDINGS

 Most of the respondents are at UG level.

 Most of the respondents are at the age group between 21-30.
 Most of the respondents are married.
 Most of the respondents are male.
 Most of the respondents income range between 10001-25000.
 Most of the respondents say no for promoting their website before approaching
Domain2Host.
 most of the respondents used digital marketing for the website optimization at
Domain2Host for 1-3 years.
 Most of the respondents mention that 50 respondents getting their leads or customers
through Domain2Host
 Most of the respondents mention that digital marketing service offered by
Domain2Host provides more traffic/customer through search engine marketing.
 Most of the respondents being served by Domain2Host for 1 year.
 Most of the respondents mention that the revenue they generate from organic search is
from Rs 10001-25000.
 Most of the respondents update the website in three months.
 Most of the respondents mention that optimizing the website is the major aim of
digital marketing.
 Most of the respondents agree that the online media brings more traffic/customers to
their website through social networking sites.
 Most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SEO/SMO
 Most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SMM
 Most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SEO
 Most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SMO/SEM
 Most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SMO/SMM
 Most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SMO
 Most of the respondents agree that the social networking site will boost the rank in
your website through Pinterest
 Most of the respondents agree that the social networking site will boost the rank in
your website through Facebook
 Most of the respondents agree that the social networking site will boost the rank in
your website through twitter
 Most of the respondents agree that the social networking site will boost the rank in
your website through YouTube
 Most of the respondents agree that the social networking site will boost the rank in
your website through Google plus
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by back linking
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by keywords
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by website compatibility
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by internal linking
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by website user friendly
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by website look and feel
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by website design
 Most of the respondents agree that the satisfaction level with Domain2Host is made
by content
 Most of the respondents agree that the grievances redressal is important in service
delivery
 Most of the respondents agree that the customized solutions is important in service
delivery
 Most of the respondents agree that the price is important in service delivery
 Most of the respondents agree that the qualified personnel is important in service
delivery
 Most of the respondents agree that the timely communication is important in service
delivery
 Most of the respondents agree that the online media brings more traffic/customers to
their website through social networking sites
 Most of the respondents agree that the online media brings more traffic/customers to
their website through directory submission
 Most of the respondents agree that the online media brings more traffic/customers to
their website through book marking
 Most of the respondents agree that the online media brings more traffic/customers to
their website through forum submission
 Most of the respondents agree that the online media brings more traffic/customers to
their website through blog submission
 Most of the respondents agree that the Information is provided adequately related to
Domain2Host in digital marketing services
 Most of the respondents agree that the staffs are trained adequately to handle the
assignment related to Domain2Host in digital marketing services
 Most of the respondents agree that the staffs are polite and understanding related to
Domain2Host in digital marketing services
 Most of the respondents agree that the Staffs are knowledgeable related to
Domain2Host in digital marketing services
5.2 SUGGESTIONS

a. Special offers can be given to make the customers to use all the digital
marketing services of Domain2Host. This will help Domain2Host to increase
the overall business
b. Additional point of contact members can be allocated to each customer. This
will help them to update the status of the website optimization to the
customers on a periodical basis
c. Special training can be provided to the customers to understand the various
new innovations that have happened in the website optimization field. This
will motivate the customers to choose other digital marketing services of
Domain2Host.
d. Domain2Host can innovate the SEO services to continue the good services in
the website traffic building and also to get more reference business contact
from the existing customers
e. Keep a close eye on the analytics data, and use this information to inform the
customers on the promotional and content strategies. Pay attention to what
posts and pages are proving the most popular and update the customer. This
will give a better satisfaction for the customers.
5.3 CONCLUSION

Digital marketing is an umbrella term for the marketing of products or services

using digital technologies, mainly on the internet, but also including mobile phones,
display advertising, and any other digital medium Digital marketing activities
are search engine optimization (SEO), search engine marketing(SEM), content
marketing, influencer marketing, content automation, campaign marketing, and e-
commerce marketing, social media marketing, social media optimization, e-mail
direct marketing, display advertising, e–books, optical disks and games, and any other
form of digital media.

This study has been undertaken to understand the overall effectiveness of the
Digital marketing services at Domain2Host. For this purpose, responses from the
customers have been collected and analyzed. Based upon the findings out of the
research, few valuable suggestions have been given to the management of
Domain2Host to improve the overall effectiveness of Digital marketing services for
its customers.
 ANNEXURE

REFERENCE:

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effects. Information, Communication, & Society
 Jeffrey Henning. (2010). Consumer Attitudes towards Social Media Market Research
-- casrotech
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searching vs. social browsing. Proceedings of the 2006 20th Anniversary Conference
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Commercials and Relating Them to Ad Impact, Journal of Advertising
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 Bruner, G.C. & Kumar, A. (2000). Web Commercials and Advertising Hierarchy-of-
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MQ67344(Retrieved from Proquest), 2002.
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Age international (P) Ltd., Publishers, Second Edition, 2004.
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Fourth Editions, 2005.
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Brand Management, 4(1),26–32.
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 QUESTIONNAIRE

A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING SERVICES AT

DOMAIN2HOST

NAME (OPTIONAL) :

1. EDUCATIONAL QUALIFICATION:

1) UG 2) PG 3) Diploma 4) Others

2. AGE:

1) Below 20 2) 21 to 30 years 3) 31 to 40 years 4) 41 to 50 years

5) Above 50 years

3. MARITAL STATUS:

1) Married 2) Unmarried

4. GENDER:

1) Male 2) Female

5. INCOME:

1) Less than 10,000 2) 10,001 - 25,000 3) 25,001 - 50,000

4) Above 50,000

6. Have you ever promoted your website before approaching Domain2Host?

a. Yes

b. No
7. How long have you been using the Digital marketing services for your website
optimization at Domain2Host?

a. Less than 1 year 2. 1 to 3 years 3.1 to 5 years

4. 1 to 10 years 5. Above 10 years

8. Through Domain2Host digital marketing, how many leads or customers you are
getting per year?

a. Less than 50 respondents 2. 50 respondents

3. More than 50 respondents 4. Other

9. According to you which digital marketing service offered by Domain2Host gives

you more traffic/customer to your website?

a. Social Media Optimization

b. Search Engine Optimization

c. Search Engine Marketing

11. How long is Domain2Host being servicing you?

1. Less than 1 year 2.One year 3.More than 1 year 4.Others

12. How much revenue are you currently generating from Organic search (Digital
marketing) on a monthly basis?

1. Less than 10,000 2.10, 001-25,000 3.25, 001-50,000 4.Above 50,000

13. How often is your website being updated?

1. Three months 2.Six months 2.One year 4.Others

 14. What you think as the major aim of digital marketing?

Particulars Strongly Agree Neutral Strongly Strongly

agree Agree Disagree
Quality of
traffic
Quantity of
traffic
Organic results

Optimizing your
website

15.Please rate which type of online media brings more traffic/customers to our website?

Particulars Strongly Agree Neutral Strongly Strongly

agree Agree Disagree
Blog
submission
Forum
submission
Book marking
Social
networking sites
Directory
submission
16. Choose which Digital Marketing strategy can be preferred to promote your website?

Particulars Strongly agree Agree Neutral Strongly Strongly

Agree Disagree
SEO

SMO

SMM

SEO/SMO
SMO/SEM

SMO/SMM

17. Which Social networking site will boost the rank in your website?

Particulars Strongly agree Agree Neutral Strongly Strongly

Agree Disagree

Facebook

Twitter

Google plus

Pinterest

You tube
18. What is your satisfaction level with Domain2Host on the following factors?

Particulars Highly Satisfied Neutral Dissatisfied Highly

satisfied Dissatisfied

Website design

Website look
and feel

Website User
friendly

Website
Compatibility

Content

Keywords

Internal linking

Back linking
19. How important are the following attributes for you in service delivery?

Particulars Most Important Neutral Unimportant Most

Important Unimportant
Qualified
personnel

Customized
solutions

Price
Timely
communication
Grievances
redressal

20. Please specify your agreement to the following statements related to Domain2Host in
digital marketing services?

Particulars Strongly Agree Neutral Strongly Strongly

agree Agree Disagree
Staffs are polite and
understanding
Staffs are
knowledgeable
Staffs are trained adequately to
handle the assignment
Information is provided
adequately