An Assessment of Online Marketing

Technique of a Consultancy Firm with

Reference to The ISO Consult
Industry Internship Report

Submitted in Partial Fulfillment of the Requirements

For the Award of the Degree Of

MASTER OF BUSINESS ADMINISTRATION iConnect

Submitted by

Mahima Agrawal

Enrollment No. E0032

MBA iConnect II Semester

Guided by
PROF. PREMENDRA SAHU
Assistant Professor Management Department

November 2020

Submitted to:
SCHOOL OF COMMERCE MANAGEMENT & RESEARCH

ITM UNIVERSITY, RAIPUR (CHHATTISGARH) INDIA

 An Assessment of Online Marketing
Technique of a Consultancy Firm with
Reference to The ISO Consult
Industry Internship Report
Submitted in Partial Fulfillment of the Requirements
For the Award of the Degree Of

MASTER OF BUSINESS ADMINISTRATION iConnect

Submitted by

Mahima Agrawal

Enrollment No. E0032

MBA iConnect II Semester

Guided by
PROF. PREMENDRA SAHU
Assistant Professor Management Department

November 2020

Submitted to:
SCHOOL OF COMMERCE MANAGEMENT & RESEARCH
ITM UNIVERSITY, RAIPUR (CHHATTISGARH) INDIA
 Declaration by the Candidate

This is to declare that this report has been written by me. No part of the report
is plagiarized from other sources. All information included from other sources
has been duly acknowledged. I aver that if any part of the report is found to be
plagiarized, I shall take full responsibility for it.

Mahima Agrawal: Signature of the Candidate:

Enroll Number – E0032 Date

Certificate by Organization
 Certificate by Institute

This is to certify that this project report entitled “An Assessment of Online
Marketing Technique of a Consultancy Firm with Reference to The ISO
Consult.” For “The ISO Consult” is a bonafide work carried out by “Mahima
Agrawal” of MBA of School of Management & Research for fulfillment of MBA
degree course of ITM University Raipur.

Name of the Internal Guide Dr. Yasin Sheikh

Premendra Sahu Head SCMR
Assistant Professor

Date:
 Certificate by Examiner

This is to certify that the project entitled “An Assessment of Online Marketing
Technique of a Consultancy Firm with Reference to The ISO Consult.”
submitted by “Mahima Agrawal” Roll No.: 130330219001 Enrollment No.
E0032 has been examined by the undersigned as a part of the examination for the
award of Master of Business Administration degree of ITM University, Raipur
(C.G.).

Name of the Examiner Signature of the Examiner

Date:

.
 Acknowledgement

This project consumed huge amount of work, research and dedication. Still, implementation
would not have been possible if I did not have a support of my company mentor Mr. Shubham
Kumar and my faculty guide Mr. Premendra Sahu. Therefore, I would like to extend my
sincere gratitude to them.

Thank you is a small word to show my gratitude towards my mentors Mr. Shubham Kumar
who guided and helped me throughout the entire project. I wish to express my sense of gratitude
and indebtedness to for his inspiring guidance, constructive criticism and valuable suggestions
throughout the project work. I am very much thankful to him, for being a great support during
my internship period and for introducing the present topic and his inspiring support and
guidance. I would also like to show my gratitude to Mr. Premendra Sahu, for always being
there and supporting me in my entire project.
I would like to extend my heartily thanks to all other staff members of The ISO Consult for
providing all the support and information to complete the project with the blessings of god.
I extend my heartily thanks to Dr. Yasin Sheikh Head and all other faculty members of School
of management and Research ITM University for their support and valuable suggestions in
one or other occasions to complete the project.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and
members of my family, who supported me morally as well as economically. At last, but not the
least gratitude goes to all my friends who directly and indirectly helped me to complete my
project report.
 Executive Summary

The main purpose of this research report is to analyze the impact of online marketing tools on
the customers of a firm promoting through online campaign. The research was conducted
online for the duration of 5 months from June to October2020.

The research was conducted to know about the impact of online marketing tools on the
customers of a firm promoting through online campaign. In this project Quantitative research
method is used with a sample of 120 respondents. Both primary and secondary were used to
collect data. The primary data was collected through a questionnaire from people who were
connected in the social media platforms of the company. For secondary data different research
papers and internet were referred. The test applied to check hypothesis was Multiple
Regression.

Based on responds firstly, it is found there is a significant impact of online marketing tools on
the customers of The ISO Consult promoted through online marketing campaign. This research
can help the company to better design it’s marketing campaigns and promote through online
marketing and even maintain a client-customer relationship.
 CHAPTER NO. TITLE PAGE NO.

Introduction
1.1 Introduction
1.2 7P’s of online marketing 1-16
I
1.3 Benefits of the internet marketing
1.4 Objective of the Project
Company Profile 17-21
II
Review of Literature 22-26
III
Research Methodology (For Survey &
Interview Method)
IV 4.1 Research Plan 27-33
4.2 Sampling Plan
4.3 Hypothesis of study
Data Analysis & Interpretations (Of
Questionnaire)
5.1 Introduction
5.2 Analysis of data
5.3 Interpretation of data
V 34-46
Analysis of Observation & Interpretations
(Of Objectives)
5.1 Introduction
5.2 Interpretation of Observation
Hypothesis Interpretation
VI Result & Findings of The Study 47-48

VII Conclusion 49-50

VIII Suggestions & Recommendations 51-52

53-54
IX References / Bibliography

X Acknowledgement from Student

APPENDICES
- Questionnaire 55-59
 Chapter – 1
INTRODUCTION

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.

2
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

3
Social Media Marketing (SMM):

Social Media Marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center 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

4
7 P's of Marketing on the Internet
The four P's - Product, Price, Place and Promotion have long been associated with marketing,
but things have changed on the Internet. So along with a change in the nature of the four P’s
there are three new P’s which are relevant to the internet marketer.

1. The Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse through.
Technology allows the user to virtually touch and feel the product on the Internet - rotate it,
zoom in or zoom out and even visualize the product in different configurations and
combination. The example of the above can be seen at dell.com where the company offers the
user to virtually feel every aspect of their product before they go into a buy decision. Content
and software are two avatars of digitized products that can be even distributed over the
Internet. On the Internet, E-marketing will be based more on the product qualities rather than
on the price. Every company will be able to bring down the cost of its products and hence
competition will not be on price. It will rather be on the uniqueness of the product. To be able
to attract the customers and retain them, the company will have to provide nouvelle and
distinct products that forces the net users to purchase and come back for more.

2. The Price has been drastically changed over the Internet. It lets the buyer decides the price.
Also, it gives the buyers information about multiple sellers selling the same product. It leads
to best possible deal for the buyers in terms of price. A website named Priceline.com is
extremely popular as it’s compares the price of many airlines and offers the least price to the
buyer. The very famous bazee.com now known as ebay.in follows the same principles.
Pricing is dynamic over the Internet.

3. The Place revolves around setting up of a marketing channel to reach the customer. Internet
serves as a direct marketing channel that allows the producer to reach the customer directly.
The elimination of the intermediate channel allows the producer to pass the reduced
distribution cost to the customer in the form of discounts. Dell Computers have used this
strategy very effectively and hence they have been able to reduce their prices of their laptops
drastically and reaped huge profits.

5
4. Promotion is extremely necessary to entice the customer to its website, as there are currently
more than one billion web pages. Promoting a website includes both online and offline
strategies. Online strategies include search engine optimization, banner ads, multiple points of
entry, viral marketing, strategic partnership and affiliate marketing. Presently, the cyberspace
is already cluttered with thousands of sites probably selling similar products. Email
campaigns and spamming the Chat rooms on almost every server has been exploited to the
maximum for the cause of promoting their website.

5. Presentation The presentation of the online business needs to have an easy-to-use navigation.
The look and the feel of the web site should be based on corporate logos and standards. About
80% of the people read only 20% of the web page. Therefore, the web page should not be
cluttered with a lot of information. Also, simple but powerful navigational aids on all web
pages like search engines make it easy for customer to find their way around.

6. Processes Customer supports needs to be integrated into the online web site. A sales service
that will be able to answer the questions of their customers fast and in a reliable manner is
necessary. To further enhance after sales service, customers must be able to find out about
their order status after the sale has been made. For e.g. FedEx (www.fedex.com), the
overnight Courier Company allows its customers to keep track of the parcel and they are well
informed about the present whereabouts of their package. Similar variants have been used by
the Govt of India for its Speed post and Registered Ad services where you can keep a track of
your post by entering the code that has been issued to you.

7. Personalization Using the latest software from Broad-Vision and others, it is possible to
customize the entire web site for every single user, without any additional costs. The mass
customization allows the company to create web pages products and services that suit the
requirement of the user. A customized web page does not only include the preferred layout of
the customer but also a pre selection of goods the customer may be interested in. For e.g.
Yahoo! (www.yahoo.co.in) entered the Indian cyberspace and started its personalized
services. A registered user of Yahoo can now personalize the front page with all the
information he needs. He can read the news of the world, add a tax calculator, see the weather
forecasts of his city and listen to his favorite songs and all this simultaneously.

6
Internet Marketing Tactics

There are many different technologies to facilitate your Internet marketing strategy. Some of
the most common and effective tools are:

Search Engines and Directories: Search engines are one of the most popular means of finding
web sites, second only to following links on web pages.

Search engines help people find relevant information on the Internet. Major search engines maintain
huge databases of web sites that users can search by typing in keywords or phrases.

Advertise your message. Web directories/search engines are information, gateways that have high
traffic and are good for displaying advertisement banners. They are used to find Internet information
and for this reason, appeal to broad target groups.

E-zines: (Online magazines): These publications are focused on specific topics and may be a way to
reach a target audience interested in that subject. Some companies have gathered the e-mail addresses
of potential customers and used these lists to send out product information specific to client interests.

Seven good reasons to establish an E-Zine

1. Establishes Trust

2. Brings Visitors Back

3. Establishes You as an Expert

4. Keeps Current & Potential Customers Up to Date on New Products & Services

5. Builds Relationships

6. Allows You to Build an Opt-In Email Marketing List

7. Keeps Your Website Fresh in Visitors' Minds

7
E-mail: Ethical methods of gathering e-mail addresses are through on-line registration built into your
corporate Web sites, or requests for information forms that request submission to your opt-in lists.

An alternative is to purchase lists of customer e-mail addresses indexed by special interests from a
private company such as 'Postmaster Direct'.

Online customers are becoming increasingly selective about their relationships, the brands they trust,
and what they consider relevant. While most marketers are aware of privacy issues and the risks of
Spam, there is still need for improvement. Email marketing campaign management is still fairly
unsophisticated even at the largest of organizations.

Marketers have to think about the drivers of customer response and purchase. Over time, as more is
learned about your customer buying behavior, you can will isolate campaign and program
characteristics that drive your customer or visitor response and action. Isolating the behavior of high
value customers, business customers, or the minority of customers who prefer to buy online will be
critical. For example, new online buyers get referrals when shopping online, while experienced
frequent buyers prefer search engines.

Affiliate Marketing: Affiliate Marketing enables you to increase online sales by promoting your
products and services through a network of Affiliate sites on a payment-by-results basis.

It also provides the opportunity to generate additional revenue by exploiting your site's own content to
promote the products and services of other online Merchants.

A Merchant recruits content sites to partner with them as Affiliates in exchange for commissions. A
common third-party provider such as Commission Junction can be used.

The Merchant provides their advertising banners and links to their Affiliates and assigns a
commission for each click-through to their site, subscription to their service, or purchase of their
products that is generated from those links.

Affiliates place the tracking code for these ads and links on their Web sites. This allows clickthrough's
to be tracked online and commissions to be calculated. If a product or service is purchased, the
customer pays the Merchant directly and the Affiliate is paid a commission for that transaction. The
dating giant adultfriendfinder.com has used this strategy to the maximum and has earned millions of
dollars by proper implementation of this strategy.

8
Banner Advertising: Banner advertising can play an extremely important role within your website
strategy. One can use banner advertising as a means of promoting its own products and services,
raising awareness, or as a way of generating revenue by selling advertising space on your own
website.

Purchasing Advertising: There are currently two widely recognized methods of purchasing banner
advertising. The rates for these are usually quoted on a cost per thousand basis or (CPM). The rates
you pay can vary tremendously as there is currently no standard price model - so be prepared to
negotiate!

➢ Pay-Per-Impression: This method of purchasing banner advertising is based on a charge for

the number of times someone sees your banner. There are no guarantees as to how many
visitors will come to your site as a result of seeing your banner; you are simply paying for the
number of times your banner is displayed. Websites that offer such programs include
paypopup.com and adclicksor.com
➢ Pay-Per-Visitor: This method of purchasing banner advertising is based on a charge for the
number of times someone visits your site as a result of clicking on your banner. This is a
better method of purchasing banner advertising as you are only paying for results, although
expect to pay a premium.
➢ Pay-Per-Click: The revenue model of the Internet giant google.com has its very own service
which offers certain share of the profit that it makes by the click-thru that a website generates
from its AdSense codes. The revenue model is known as google AdSense and almost every
successful website uses this model to make profits. The Google AdSense ads can be seen on
websites like Times of India, Moneycontrol.com, ManagementParadise.com and a lot many
other reputed websites.
➢ Branding. While CTR and cost per sale relate to direct marketing objectives, another way of
looking at banner ads is as "branding" tools. They create brand awareness, and a brand image
in the viewer's mind, whether or not the viewer clicks on the ad. Branding is very difficult to
measure, but can be very powerful.

The average click through ratio on banners is just under 1%, although with a well planned and
executed advertising campaign using effective banners you can increase this to as much as 15%, but
be prepared to work at it.

It is a good idea to have a number of different banner ideas so that you can carry out small test
marketing campaigns with each one until you find those that work best.

9
There are a number of key issues that must be considered when designing a successful banner:

➢ It must have an attention-grabbing headline.

➢ It must be simple and get your point across.
➢ It must invoke action (i.e.: "Click here")
➢ It must download quickly.
➢ It must be placed effectively on a web site, Location, Location, Location
Any campaign is limited by the amount of advertising you can do depending on the size of your
budget. Therefore, it is important that you target your market carefully so as to maximize advertising
spend on effective banner campaigns.

Rich Media Advertising: Looking for ways to make online advertising more compelling, and
hopefully thereby more acceptable, marketers have increasingly been turning to streaming advertising.

In effect another kind of rich media advertising, streaming advertising comes in two basic forms.

First, it can either be part of a streaming audio or video program on the web. With many people now
listening to web radio or watching web broadcasts, this makes perfect sense. After all, everyone is
accustomed to getting commercials on their TV or car radio.

The other channel for streaming advertising is essentially an infomercial. Consumers can download a
streaming clip for a product or service from a marketer's website.

Two new studies recently released suggest that the streaming advertising market is going to boom
now and, in the years, to come. The giant ad selling company media sturf uses this method for
providing content to advertisers

Conferences: By their nature conferences are organized for special interests. Advertising in
conference literature, print and electronic, is an excellent way to contact target markets.

Collaborative Marketing: Team up with other business to:

➢ Cross-promote - e.g. setting up links from one corporate Web site to another or offering
special promotions in partnership with complementary goods or services.
➢ Advertise - share advertising.
➢ Participate in joint sponsorship of events, initiatives, informational Web
sites, mailing lists, bulletin board systems, directories, etc.

10
 ➢ Link exchange with trade/professionals associations to support credibility of firm, provide
further market information to customers, build their awareness and prepare them for the
action of purchasing.

Sales Promotion: Employing methods to stimulate sales through immediate or delayed incentives to
the customer. If the incentive is attractive, the price: value ratio is adjusted favorably enough to affect
a sale. This strategy should integrate with the overall marketing mix to balance extra sales with long-
term profit motives. Examples of sales promotion strategies are:

➢ Sampling - offering product samples, electronically.

➢ Bonus offers - offering additional goods or services when making single purchases (e.g. buy-one-
get-one-free).
➢ Limited time offers - attracting visitors to return to a Web site.
➢ Games with prizes: Useful to keep people coming back to Web sites.
➢ Cross-product sampling: When a customer makes a purchase they have an opportunity to try out
another company’s product/service. Also, the customer may have the opportunity to try out more
than one company’s product/service while testing another. Useful for complementary
products/services.
➢ Feature pricing: providing special pricing to those that order electronically.
➢ Cross-promotions with other companies’ products/services - Buy a company’s product/service
and get a coupon for another company’s product/service.

Publicity: The goal of publicity is to have others talk about the small business or its products. It can
be inexpensive or even free and it may have the potential to generate far more in sales than even a
well executed advertising plan.

Promotional Publications: Facilitate customer education, with the intention of building corporate
image and even brand awareness, the small business may sponsor and/or publish its own electronic
magazine on the Web, e-mail, etc. These are useful in fields where the customer needs information to
develop sufficient knowledge for movement through the first three stages of the sales process of
awareness, interest, and desire. Although time consuming, they replace or complement the print
versions of newsletters/corporate magazines/flyers.

11
Subscriptions: Business marketers may use their Web sites to encourage visitors to subscribe to
receive regular email messages from the company. These messages are called digests or newsletters,
and are a clever way for marketers to push product news to willing customers.

Controlled-access Web pages: Clever business marketers may use their Web site to attract new
customers.

They might publish a Web page that allows customers to download a free trial version of a software
application that expires after a time if not paid for. Or, customers might receive an e-mail message
inviting them to visit a private Web page on the company’s intranet, and giving them a password. The
company, as a way of encouraging a sale, offers customers who visit the page a prize or enticement of
some sort.

Public Forums: These are often community-based or interest-based sites that allow visitors to
communicate with one another. An opportunity for small businesses to reach to their intended target
group via these forums is by posting messages or by sponsoring such a forum. E-mail based forums
appeal to a wider audience due to the greater use of this application over Web-based forums. Web
based forums are advantageous for their superior display of advertising images/messages

Resellers: Some sites will remarket other companies’ products as intermediaries. The companies that
host these sites may have invested significant resources in making them attractive to the target
audience a small business is interested in attracted. By piggybacking on another company’s efforts,
cost-efficiencies may be realized by engaging in a reselling arrangement.

E-mail Links: Visitors to a site should have the opportunity to correspond with the host of that site,
especially if out of the telephone area or time zone. E-mail links may be strategically placed
throughout the site to elicit response from visitors for at various points. These are also useful for
feedback on site maintenance problems.

On-line Surveys: Information may be collected on the visitors to a Web site through registration
forms, on-line surveys, or through tracking of areas of site they visit. These websites also offer
referrals wherein if you refer someone to their site and the person becomes a member then you are
paid commission on that.

12
Virtual Malls: Web based sites that allow companies to post their products or services for sale long
with other companies. These may be product specific, may be arranged by complementary products,
or may have products that are not related except by their companies’ desire to attract a similar target
audience.

Measurement: The Internet has the unique ability to provide marketers with detailed information
about the success of their Web marketing programs. Companies can track visitors to their site and
collect information about them from their “cookies,” then process this information using Web site
analysis software.

Cookies are a type of digital identification, which is read every time the user connects to a public Web
site. The Web site can collect some very basic information about the user (e-mail address, time of day
the site was accessed, which pages were visited) and use it to create visitor profiles. Visitors can then
be identified as “old” or “new” when they visit the site.

Cookies are an essential part of many companies’ business strategies. The information collected from
them is used to measure site visitors, develop user profiles, and target advertising — in much the same
way that television allows advertisers to target their message to a certain demographic.

13
Understanding the Internet Customers

Now to be able to use the seven P’s effectively in order to achieve the predefined goals of any
organization it is imperative to understand the customers. Customization will only be truly
effective if we understand our customers and their true needs.

Before adapting marketing practices to the internet, the marketer needs to understand the
characteristics of the online customers. The Internet users can be classified into five categories
depending upon their intention of using the Internet.

The five categories of users are:

→ Directed Information Seekers: They require specific, timely and relevant information about
the products and services being offered.
→ Undirected Information Seekers: These users require something interesting and useful.
Something that can give them an edge, advantage, insight or even a pleasant surprise.
→ Bargain Hunters: They are of two kind. One who look for free items on the internet and
other who are seeking better deals, higher discounts etc.
→ Entertainment Seekers: They see the Web as an entertainment medium of vast breath and
potential and want to explore the medium before the mass gets there.
→ Directed Buyers: They want to buy something - now. They are sure what they require and
just log on to the Web to purchase the item

14
BENEFITS OF INTERNET MARKETING

The reason why internet marketing has become so popular is because they provide three

major benefits to potential buyers:

1. Convenience: Customers can order products 24 hours a day wherever they are. They

don’t have to sit in traffic, and a parking space and walk through countless shops to find

and examine goods.

2. Information: Customers can find reams of comparative information about companies,

products, competitors, and prices without leaving their office or home.

3. Fewer hassles: Customers don’t have to face salespeople or open themselves up to

persuasion and emotional factors; they also don’t have to wait in line.

Internet marketing also provides a number of benefits to marketers

1. Quick adjustments to market conditions: Companies can quickly add products to their offering
and change prices and descriptions.

2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs

of rent, insurance, and utilities. They can produce digital catalogs for much less than the

cost of printing and mailing paper catalogs.

3. Relationship building: On-line marketers can dialogue with consumers and learn from

them.

4. Audience sizing: Marketers can learn how many people visited their on-line site and how
many stopped at particular places on the site. This information can help improve offers and
ads. Clearly, marketers are adding on-line channels to find, reach, communicate, and sell.
Internet marketing has at least five great advantages. First, both small and large firms can
afford it. Second, there is no real limit on advertising space, in contrast to print and broadcast
media. Third, information access and retrieval are fast, compared to overnight mail and even
fax. Fourth, the site can be visited by anyone from any place in the world.

15
OBJECTIVE OF PROJECT:

• To study the effectiveness of online marketing techniques of The ISO

Consult.
• To study the preference of social media platform for informative or
business-related marketing.
• To study the impact of various online marketing tools on the clients of
The ISO Consult.

16
 Chapter -2
Company Profile

17
About the Firm and the Founder:
The ISO Consult’s exceptional consultant blends expertise, knowledge and commitment to
make an impact on the company. The ISO Consult is a well-established leading and
Independent Management and ISO consultant, working relentlessly to provide excellent
consultancy services to grab the highest level of customer satisfaction by developing
sustainable systems, offering consultancy services for training, guidance, documentation,
implementation, audit, and certification. As a Management & ISO Consultants, they are
providing services for all major Management System Standards.

The ISO Consultants provide services that sets it apart from the rest of the companies in
terms of approach and total commitment to the project resulting in the organization having a
sustainable competitive advantage.

▪ Providing services to consultancy.

▪ Reviews & Certifications.

▪ Trainings & Results.

The ISO TEAM:

1. Vikash Rohilla - Marketing Manager: Marketing Manager at ISO CONSULT

with high experience in the field of Marketing.
2. J. Singh - Technical Advisor: Certified Technical Advisor with high experience
in the field of International Standards for Organisation.
3. Vaibhav - Technical Manager: Certified Technical Manager with high
experience in the field of International Standards for Organisation.
4. Shubham Kumar - ISO Consultant: Certified ISO Consultant with high
experience in the field of International Standards for Organisation.

Company Logo:

18
Profile of the firm:

Firm name: The ISO Consult

Founder Shubham Kumar
Incorporated since 2019
Business Activity Consultancy Services

Office City Madipur

Registered State New Delhi
Head office E-442 Madipur, Near Paschim Vihar, Metro
Station, New Delhi

SERVICES OFFERED:

1. ISO Consultancy: ISO Consult, is one of the largest ISO and business management
consulting and training organizations in India, offering services to organizations of all
nature and sizes.

2. ISO Implementation: Implementing QMS in your company is a management

decision that requires consideration of your organization’s operations, strategy, staff
and, most importantly, your customers.

3. ISO Assessments: The ISO 9001 standard covers every part of your business
management systems. It is therefore vital to appoint an assess who has the experience
to implement ISO 9001 certification across all areas of your organisation.

4. ISO Trainings: You must me aware of that ISO 9001:2008 is now getting revised to
ISO 9001:2015? What are the major changes in the new version? How will it impact
your existing ISO system? Here is an answer to all your queries.

5. Certificate Verification: The public listing on www.isoconsult.in enhances the

strength of a valid Certification and provides any relevant party the ability to confirm
they are dealing with a reputable and trustworthy organisation.

19
SOLUIONS OFFERED:

1. Quality Management System: ISO 9001:2015 QMS » ISO 29990:2010 » IATF

16949:2016
2. Environment Management System (EMS): ISO 14001:2015 EMS » ISO/TS
29001:2010
3. Occupational Safety: Health & Safety Management: OHSAS 18001:2007 » ISO
45001:2016 » ISO 45001:2018
4. Information Technology Services (ITS): SO 27001:2013 » ISO 20000:2011
5. Food Safety: Halal
6. Certifications: Our services for ISO consulting cover ISO 9001 certification, ISO
14001 certification, OHSAS 18001 certification, SA 8000 Certification.

TRAININGS OFFERED:
1. ISO 9001: 2014 Internal Audit
2. ISO 14001: 2015 Internal Audit
3. ISO 15001: 2015 Internal Audit
4. IATF 16949: Internal Audit
5. IATF Core Tool: SPC, FMEA-VDA, MSA, PPAP, APQP.
6. 7 QC Tool: MTTR/MTBF, O.E.E., KAIZEN, POKA-YOKE, 5S.

20
ROLES AND RESPONSIBILITIES:

During the tenure I worked in The ISO Consult, following are the roles and responsibilities I have
performed in the company:

❖ Design campaign for the online marketing of The ISO Consult.

❖ Managing the Social media platform of the company; working as the marketing executive in
LinkedIn.
❖ Working through social media platforms, bulk email and SMS campaigns, cold callings and
through various collaborations.
❖ We worked under the “Lead Generation Project” where we interacted database vendors all
over the country to procure bulk databases for various cities to expand our reach city wise.
❖ Along with this I got the chance to cater the creative side of marketing through posters and
pamphlets making.

21
 Chapter – 3
Literature Review

22
LITERATURE REVIEW:

Research Paper. 1

Bach Jensen, M. (2008), "Online marketing communication potential: Priorities in Danish firms and
advertising agencies", European Journal of Marketing, Vol. 42 No. 3/4, pp. 502-525.

The paper seeks to indicate where resources should be directed to utilize online marketing
communication (OMC) further, including the identification of the diversity of OMC adoption,
prioritization and future potential. A conceptual model of prioritization and potential of OMC,
specified as a structural equation model is developed. Research data are collected from both Danish
advertising agencies and major companies, and based on these data the model is estimated by using
partial least squares (PLS). The adoption of OMC by companies, as opposed to advertising agencies,
is rather diverse. Companies should take responsibility for the holistic utilization of OMC, as well as
the development of holistic prioritization methods. Special attention should be given to online
relationship communication, as this discipline is the primary driver of confidence in future potential,
and online interactive communication, which has the largest potential for improvement.

Research Paper. 2

Marketing instruments of management consulting firms: an empirical study.

Thomas Armbruester & Christoph Barchewitz

The consulting market works on the basis of three mechanisms: personal trust between clients and
consultants, public reputation, and referrals or word-of-mouth effects. From a service- marketing
viewpoint, this generates considerable challenges for consulting firms, since the mechanisms are
based on perceived performance and client satisfaction. The question emerges as to whether and
which marketing instruments can reinforce these mechanisms. Our survey finds that marketing
measures focus on public visibility to support reputation effects, and interactivity to reinforce
connectedness and trust. On this basis we ascertain four clusters of consulting firms: marketing
champions, marketing refusers, publicists, and direct marketers.

Research Paper. 3
Targeted Online Marketing
Manoj Kumar, Parul A Mittal, Natwar Modani, Amit Anil Nanavati and Biplav Srivastava

Selecting one or more marketing messages for optimal display at marketing locations in a marketing
environment is performed on the basis of information relating to a user to whom the messages are to
be displayed, the marketing messages, and the marketing locations. Dynamic selection and display of
marketing messages in this manner can be advantageously performed for online environments for
which relevant information is readily accessed and used as a basis for selection and display of
marketing messages.

23
Research Paper. 4

Social Media Marketing: Measuring Its Effectiveness

Stephen Brokaw, Department of Marketing

The use of social media sites as part of a company’s marketing strategy has increased significantly in
the past couple years. Regardless its popularity, there is still very limited information to answer some
of the key issues concerning the effectiveness of social media marketing, ways to measure its return
on investment, and its target market. Twitter activities and sales performances of five companies from
the Fortune 500 companies and its competitors were analyzed to identify the correlation between the
company involvement on the social media sites and its financial outcomes (ROI). In addition, a survey
of 1,000 University of Wisconsin-La Crosse’s students was conducted to determine whether
generation Y is the main audience of the social media marketing, and to find the relation between the
respondents’ involvement in social media marketing and changes in their buying decisions. The study
finds that social media marketing effectiveness is highly influenced by its messages/contents quality,
the company’s involvement, and its association with the other marketing platforms. In addition, a
complex and detailed analysis of the strategy is needed in order to accurately measure the return on
investment of the social media marketing. The study also finds that generation Y might be the main
users of social media sites, but they are not the main target audience of the social media marketing.

Research Paper. 5

SOCIAL MEDIA AND ITS ROLE IN MARKETING

Ms. Sisira Neti

Social Media, today, is among the ‘best opportunities available’ to a brand for connecting with
prospective consumers. Social media is the medium to socialize. These new media win the trust of
consumers by connecting with them at a deeper level. Social media marketing is the new mantra for
several brands since early last year. Marketers are taking note of many different social media
opportunities and beginning to implement new social initiatives at a higher rate than ever before.
Social media marketing and the businesses that utilize it have become more sophisticated. One cannot
afford to have no presence on the social channels if the competitor is making waves with its products
and services. The explosion of social media phenomenon is as mind boggling as that and the pace at
which it is growing is maddening. Global companies have recognized social media marketing as a
potential marketing platform, utilized them with innovations to power their advertising campaign with
social media marketing. This paper discusses about the concepts of social media and social media
marketing and other aspects like 1 the growth and benefits, role and relevance of social media in
marketing, social media marketing strategies. It also presents an overview on social media marketing
in India.

24
Research Paper. 6

ORGANIZATIONS’ USE OF LINKEDIN: AN ANALYSIS OF NONPROFITS, LARGE

CORPORATIONS AND SMALL BUSINESSES

LISA WITZIG & MARIN GALVIN

Social media and concomitant professional networking are important marketing tools for large and
small businesses and nonprofits. The study by Barnes and Mattson (2010) has shown that nonprofit
organizations are more active than for-profits in their use of social media tools such as blogs, Twitter,
podcasts, video, etc. This study looks at the professional social media tool LinkedIn. Contrary to the
findings of Barnes, et al. (2010), this in-depth study of 200 large, 200 small, and 200 nonprofits firms,
finds some opposing results: small businesses appear to have greater adoption and usage rates of the
professional networking site LinkedIn. The research studied which of each of these businesses had a
company page at LinkedIn, whether or not a LinkedIn logo was displayed at the firm’s website and if
the organization’s most senior leader maintained a personal page on LinkedIn. Results demonstrate
usage trends by type of firm, and discover social marketing needs for types of firms.

Research Paper. 7

Online customer engagement

Wafa Hammedi , Jay Kandampully , Ting Ting (Christina) Zhang , Lucille Bouquiaux

The emergence and success of online brand communities in the marketplace have attracted
considerable interest; this study seeks to determine the conditions in which people create social
environments by investigating the drivers of connections to a focal online brand community and other
brand communities. The purpose of this paper is to investigate the composition of multi-community
networks, focusing on the density and centrality of brand communities. On the basis of insights from
prior literature, the proposed model examines customers’ social relationships with multiple brand
communities. A survey of 290 participants spans eight brand communities. The modeling process
used structural equation modeling; the analysis of the social relationship among brand communities
relied on an ego network approach.

Research Paper. 8
Digital marketing and social media: Why bother?
Maria Teresa Pinheiro & Melo Borges Tiagoa & Manuel Cristóvão Veríssimo

Changes in consumer behavior require firms to rethink their marketing strategies in the digital
domain. Currently, a significant portion of the associated research is focused more on the customer
than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilitate
an understanding of digital marketing and social media usage as well as its benefits and inhibitors.
The second generation of Internet-based applications enhances marketing efforts by allowing firms to
implement innovative forms of communication and co-create content with their customers. Based on a
survey of marketing managers, this article shows that firms face internal and external pressures to
adopt a digital presence in social media platforms. Firms’ digital marketing engagement can be
categorized according to perceived benefits and digital marketing usage. To improve digital marketing
engagement, marketers must focus on relationship-based interactions with their customers. This article
demonstrates how some firms are already accomplishing just that.

25
Research Paper. 9

Online Customer Experience: A Review of the Business‐to‐Consumer Online Purchase Context

Susan Rose, Neil Hair & Moira Clark

Customer interactions with an organization's website create opportunities for positive experiences that
can lead to long‐term relationship building. The range of potential interactions is now quite diverse,
including product information search, purchase transaction and/or service delivery. The domain of
customer experience (CE) is well developed in the face‐to‐face context, but little attention has been
paid to exploring the concept in the online context. The purpose of this paper is to provide a review of
the online consumer literature in order to inform understanding of the antecedents and consequences
of online customer experience (OCE) in the purchase context. The paper offers four important
contributions for both academics and practitioners. First, it adds to understanding of OCE in the
purchase context and, second, specifically recognizes and discusses the antecedents of OCE by
drawing on existing literature relating to online consumer purchase. Third, it proposes the potential
consequences of OCE and provides a framework for future testing. Finally, the paper addresses a
problem of relevance to both academics and practitioners, and proposes future research and
managerial implications.

Research Paper. 10
The structure of online marketing communication channels.

Robert Owen & Patricia Humphrey from Texas A&M University-Texarkana

Online marketing communications are moving toward interactions between individual recipients and
consumers rather than being directed from a marketing organization to masses of consumers. It is now
possible for an individual to be just as efficient in broadcasting information, both positive and
negative, about an organization as it is for a large corporation to promote itself. The social networking
that allows the quick and easy dissemination of information and mis-information is in part a product
of changes in online communication channels, but these communication channels are in part enabled
by such social networking. From a marketing perspective, we are at a pioneering stage in
understanding how these work. This article suggests an infrastructure that could be useful in studying
how online communication channels are emerging and how they might evolve in the future. The
elements of this infrastructure are core/technological, competitive/commercial, political/regulatory,
and social.

26
.

Chapter – 4
Research Methodology

27
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
branch of knowledge.
Typically, it encompasses concepts such as paradigm, theoretical model, phases and
quantitative or qualitative techniques.

A methodology does not set out to provide solutions - it is therefore, not the same as a
method. Instead, a methodology offers the theoretical underpinning for understanding which
method, set of methods, or best practices can be applied to a specific case, for example, to
calculate a specific result.

It has been defined also as follows:

1. "The analysis of the principles of methods, rules, and postulates employed by a

discipline";

2. "The systematic study of methods that are, can be, or have been applied within a
discipline";

3. "The study or description of methods".

The methodology is the general research strategy that outlines the way in which research is to
be undertaken and, among other things, identifies the methods to be used in it.

These methods, described in the methodology, define the means or modes of data collection
or, sometimes, how a specific result is to be calculated. Methodology does not define specific
methods, even though much attention is given to the nature and kinds of processes to be
followed in a particular procedure or to attain an objective.

Research design is the blue print for conducting research. It includes the plan and structure
that is undertaken to find the answers to project design. It specifies the study design, samples
and the sample size.

As my project is on “An Assessment of Online Marketing Technique of a Consultancy

Firm With Reference to The ISO Consult”. My area for the project was people who are
linked in the social media connection with the ISO Consult.

28
HYPOTHESIS (H10):

“There is no impact of Audio-Visual Advertisements on the clients of The ISO Consult from
its Online Marketing Campaign.”

HYPOTHESIS (H11):

“There is impact of Audio-Visual Advertisements on the clients of The ISO Consult from its
Online Marketing Campaign.”

HYPOTHESIS (H20):

“There is no impact of Personalized Calls on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H21):

“There is impact of Personalized Calls on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H30):

“There is no impact of Recommendations on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H31):

“There is impact of Recommendations on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H40):

“There is no impact of Online Circular on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H41):

“There is impact of Online Circular on the clients of The ISO Consult from its Online
Marketing Campaign.”

29
HYPOTHESIS (H50):

“There is no impact of Direct Emails on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H51):

“There is impact of Direct Emails on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H60):

“There is no impact of Social Media Posts on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H61):

“There is impact of Social Media Posts on the clients of The ISO Consult from its Online
Marketing Campaign.”

HYPOTHESIS (H70):

“There is no impact of SMS on the clients of The ISO Consult from its Online Marketing
Campaign.”

HYPOTHESIS (H71):

“There is impact of SMS on the clients of The ISO Consult from its Online Marketing
Campaign.”

HYPOTHESIS (H80):

“There is no impact of Blogs on the clients of The ISO Consult from its Online Marketing
Campaign.”

HYPOTHESIS (H81):

“There is impact of Blogs on the clients of The ISO Consult from its Online Marketing
Campaign.”

30
HYPOTHESIS (H90):

“There is no impact of Website Information on the clients of The ISO Consult from its
Online Marketing Campaign.”

HYPOTHESIS (H91):

“There is impact of Website Information on the clients of The ISO Consult from its Online
Marketing Campaign.”

31
In the research which will was conducted on the topic as mentioned above and on the
hypothesis framed following data are applicable:

SAMPLE SIZE 120 Respondent

People who Social Media Connections of The ISO

POPULATION Consult

RESEARCH TYPE EXPLATORY

SOURCE OF DATA Primary Source and Secondary Source

People in connection with THE ISO CONSULT

TARGET MARKET through Social Media Platforms

SAMPLING METHOD Survey Method

SAMPLING TECHNIQUE Convenient sampling

SAMPLING TOOL Structured Questionnaire

TECHNIQUE APPLICABLE Multiple Regression and One Way Anova

32
In the research quantitative research methodology was used. For the research both primary and
secondary data was used and analyzed. To obtain the primary data, a survey was conducted with
the help of questionnaire. For secondary data different available sources such as books,
newspapers, literature review and research by different authors in the relevant field was studied
and observed. Target population that was used in this research were the people who are
connected with The ISO Consult through Social Media Platforms as they are experienced with
the whole procedure and the study demands the same. Data of 120 respondents are collected
through Google forms. The data collected are then further processed using MS-Excel.

Hypothesis (i.e. Null and Alternative Hypothesis) are tested with the help of Independent T –
Test and One Way Anova. For both the test significant level of 5% is assumed. Thus, the values
of probability that is below the 5% exhibits that there is difference between the variables and it
supports the alternative Hypothesis while the values above 5% show that there is no difference
between the two variables and supports the null Hypothesis. Test Assumptions for H1;
Dependent Variable – Impact of Online Marketing Tools & Techniques and Independent
Variable- Audio-Video Advertisement. For H2 Dependent Variable - Impact of Online
Marketing Tools on the clients of The ISO Consult and Independent Variable –Personalized
Calls. For H3 Dependent variable - Impact of Online Marketing Tools on the clients of The ISO
Consult and Independent variable – Recommendations. For H4 Dependent variable - Impact of
Online Marketing Tools on the clients of The ISO Consult and Independent variable – Online
Circular. For H5 Dependent variable - Impact of Online Marketing Tools on the clients of The
ISO Consult and Independent variable – Direct Emails. For H6 Dependent variable - Impact of
Online Marketing Tools on the clients of The ISO Consult and independent variable- Social
Media Posts. For H7 Dependent variable - Impact of Online Marketing Tools on the clients of
The ISO Consult and independent variable – SMS. For H8 Dependent variable - Impact of
Online Marketing Tools on the clients of The ISO Consult and independent variable- Blogs. For
H9 Dependent variable - Impact of Online Marketing Tools on the clients of The ISO Consult
and independent Variable- Website Information.

33
 Chapter – 5
Data Analysis and
Interpretation

34
1. Age

INTERPRETATION:
As we can see among 120 people, 42 are of 18-21 age group; 38 are of 25-35 age group; 28 are
of 35-45 age group whereas 12 are 45 above in age.

2. Where did you learn about The ISO Consult?

INTERPRETATION:
Here, 47 people learned about The ISO Consult through LinkedIn, 26 through Emails, 23
through calls, 9 through Word of Mouth, 8 through SMS whereas 6 and 1 through website and
social media.

35
3. The marketing techniques of The ISO Consult is effective .

INTERPRETATION:
Clearly, more than 60% of the people agree with the effectiveness of ISO’s marketing strategy;
whereas 25% people are neutral in their opinion but 10 people disagree with the marketing
technique.
4. The Written type marketing (i.e. Email, Posts, SMS, Blogs, Website, Banner) of
advertisement is better than the oral type marketing (i.e. Videos, Calls, Ads, People’s
Recommendation).

INTERPRETATION:
Most of the people here that is 40% has a neutral opinion for this matter whereas more than 36%
people agree that written marketing is better oral marketing but 21 people disagree with the
statement and find oral marketing better.

36
5. The Following Oral Marketing Tools were Very effective in the campaigning of The
ISO Consult.

INTERPRETATION:
The factors which prove that the Oral Marketing is effective in the campaigning of The ISO
Consult are:
Audios in the Videos Posted: 92 out of 120 people agree that the audios were helpful; whereas 23
had a neutral opinion and 5 disagreed.
Calls Made: 55 of the 120 people were happy with the calls whereas 41 had a neutral opinion but
24 people were dissatisfied with the calls.
Recommendations: 67 people were happy with the ISO’s recommendation whereas 51 people
had a neutral opinion but 9 people were unhappy with the recommendation.
Ads: 68 people were happy with the ads of The ISO Consult; whereas 31 people had a neutral
opinion and 20 people disliked the ads.

So, with the cumulative results of all the factors we can say that the oral marketing was
effective in the campaign of The ISO Consult as in every factor considered singularly people
had positive replies in most.

37
6. The Following Written Marketing Tools were Very effective in the campaigning of
The ISO Consult.

INTERPRETATION:
The factors which prove that the Written Marketing is effective in the campaigning of The ISO
Consult are:
Emails: 93 out of 120 people agree that the Emails were helpful; whereas 20 had a neutral
opinion and 7 disagreed.
Social media Posts: 72 of the 120 people liked the social media posts whereas 40 had a neutral
opinion but 7 people were disliked the posts.
SMS: 44 out of 120 people found SMS helpful whereas 49 people had a neutral opinion but 25
people didn’t find the SMS much helpful.
Blogs: 43 people were happy with the blogs of The ISO Consult; whereas 48 people had a
neutral opinion and 25 people were disliked with the blogs.
Website Info: 72 out of 120 people found the website information helpful whereas 34 had a
neutral opinion and 14 didn’t find the website much of help.

So, with the cumulative results of all the factors we can say that the written marketing was
effective in the campaign of The ISO Consult as in every factor considered singularly people
had positive replies in most.

38
7. Personalized marketing techniques are more effective than general marketing
techniques. (Direct emails, Personalized Texts, Personal Calls)

INTERPRETATION:
As shown, 65% of the people have given preference to personalized marketing; whereas 26% are
neutral to the matter but 7.5% people do not agree with personalized marketing.

8. Rational type of content is better than emotional content in an online marketing

campaign.

INTERPRETATION:
Most of the people have a neutral opinion for the matter of content in a campaign; but about 40%
of the people agree that the content of a campaign should be rational but about 20% people say
that the content should be emotional.

39
9. Which Social media platforms do you prefer for informative or business related
advertisements?

INTERPRETATION:
Here, 75 out of 120 people that is 62.5% people of the population sample use LinkedIn for business
related or information advertisements. Similarly, WhatsApp captures a 59% of sample population.
Instagram also has 55% of user preference. Facebook slopes down to 43% that is 52 out of 120 users.
Shockingly, the preference of Email is very low that is 37.5% and so is of SMS that is 32% which means
people least prefer to use Email or SMS for any business-related advertisements.

40
OBJECTIVE:
1. To study the effectiveness of online marketing techniques of The ISO
Consult.

72
80
70 strongly agree
60
agree
50
31 neutral
40
30 disagree

20 7 9 strongly disagree
10 1

0
1

INTERPRETATION:
Clearly, more than 60% of the people agree with the effectiveness of ISO’s marketing
strategy; whereas 25% people are neutral in their opinion but 10 people disagree with the
marketing technique.
2. To study the preference of social media platform for informative or
business-related marketing.

75
80 71
66
70
60 52
45
50
40 32
30
20
10
0
LinkedIn Facebook WhatsApp Instagram Email SMS

INTERPRETATION:
Here we have interpreted that maximum number of people prefer LinkedIn and WhatsApp;
whereas after it comes Instagram then Facebook; shockingly Email and SMS has got least
preference for the choice of social media platform of business-related marketing.

41
3. To study the impact of various online marketing tools on the clients of The
ISO Consult.

Chart Title

14% 6%

11% STRONGLY AGREE

42% AGREE
NEUTRAL
27% DISAGREE
STRONGLY DISAGREE

INTERPRETATION:
We have taken into account various social media tools and has questioned about the impact
of each tool to the client; here is the cumulative result of the responses given by the clients:
48% of the population agree with the impact of those tools whereas; 27% of the population
gave a neutral opinion but 24% of the people are dissatisfied with the impact of tools in the
campaign.

42
OUTPUT

Regression Statistics
Multiple R 0.997622
R Square 0.99525
Adjusted R
Square 0.994861
Standard
Error 0.030932
Observations 120

ANOVA
Significan
df SS MS F ce F
22.0494 2.44993 2560.6
Regression 9 2 6 43 0.000
0.10524 0.00095
Residual 110 4 7
22.1546
Total 119 7

REGRESSION
Coefficien Standar P- Lower Upper Lower Upper
ts d Error t Stat value 95% 95% 95.0% 95.0%
0.01821 0.0013 - -
Intercept -0.06011 4 -3.3001 03 -0.0962 0.02401 -0.0962 0.02401
Audio Video 0.00443 25.0304 0.11971 0.10214 0.11971
Advertisement 0.110931 2 4 0.000 0.102148 4 8 4
Personalized 0.00318 0.11074
Calls 0.117062 8 36.7171 0.000 0.110744 0.12338 4 0.12338
Recommendat 0.00402 27.5233 0.11868 0.11868
ion 0.110711 2 2 0.000 0.10274 3 0.10274 3
Online 0.00306 36.8814 0.11909 0.10694 0.11909
Circular 0.113021 4 7 0.000 0.106948 4 8 4
0.00458 25.0266 0.12388 0.10570 0.12388
Direct Emails 0.114791 7 5 0.000 0.105701 1 1 1
Social Media 0.00434 27.4379 0.12772 0.12772
Posts 0.119124 2 1 0.000 0.11052 8 0.11052 8
0.00375 30.9148 0.12347 0.10860 0.12347
SMS 0.11604 4 4 0.000 0.108601 9 1 9
0.00339 0.11393 0.10049 0.11393
Blogs 0.107214 1 31.6191 0.000 0.100495 4 5 4
Website 0.00352 32.3192 0.12096 0.10698 0.12096
Information 0.113974 6 6 0.000 0.106985 2 5 2

43
• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H11): “There is impact of Audio-Visual Advertisements on the clients of

The ISO Consult from its Online Marketing Campaign.”

Having the 3rd lowest coefficient value among all nine factors, it shows that Audio-Visual
Advertisement has very low impact on clients of The ISO Consult.

• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H21): “There is impact of Personalized Calls on the clients of The ISO
Consult from its Online Marketing Campaign.”

Having the 2nd highest coefficient value among all nine factors, it shows that Personalized
Calls has very high impact on clients of The ISO Consult.

• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H31): “There is impact of Recommendations on the clients of The ISO

Consult from its Online Marketing Campaign.”

Having the 2nd lowest coefficient value among all nine factors, it shows that Recommendation
has very low impact on clients of The ISO Consult.

• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H41): “There is impact of Online Circular on the clients of The ISO Consult
from its Online Marketing Campaign.”

Having the 4th lowest coefficient value among all nine factors, it shows that Online Circular
has averagely low impact on clients of The ISO Consult.
44
• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our null
hypothesis.

HYPOTHESIS (H51): “There is impact of Direct Emails on the clients of The ISO Consult
from its Online Marketing Campaign.”

Having the 4th highest coefficient value among all nine factors, it shows that Direct Emails has
an average impact on clients of The ISO Consult.

• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H61): “There is impact of Social Media Posts on the clients of The ISO
Consult from its Online Marketing Campaign.”

Having the highest coefficient value among all nine factors, it shows that Social Media Posts
has highest impact on clients of The ISO Consult.

• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H71): “There is impact of SMS on the clients of The ISO Consult from its
Online Marketing Campaign.”

Having the 3rd highest coefficient value among all nine factors, it shows that SMS has very
high impact on clients of The ISO Consult.

• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H81): “There is impact of Blogs on the clients of The ISO Consult from its
Online Marketing Campaign.”

Having the lowest coefficient value among all nine factors, it shows that Blogs has very low
impact on clients of The ISO Consult.

45
• Here since satisfaction level with interest rate’s P-value less than .05 we would reject our
null hypothesis.

HYPOTHESIS (H91): “There is impact of Website Information on the clients of The ISO
Consult from its Online Marketing Campaign.”

Having the 5th highest coefficient value among all nine factors, it shows that Website
Information has very average impact on clients of The ISO Consult.

From the above we can interpret that with the acceptance of all the nine alternate hypothesis’
mean that all the nine factors are approved meaning these online marketing tools put a major
impact altogether in the online marketing campaign of The ISO Consult.

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 CHAPTER- 6
RESULTS AND FINDING
OF STUDY

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Results

• As we can see among 120 people, 42 are of 18-21 age group; 38 are of 25-35 age group; 28
are of 35-45 age group whereas 12 are 45 above in age.
• Here, 47 people learned about The ISO Consult through LinkedIn, 26 through Emails, 23
through calls, 9 through Word of Mouth, 8 through SMS whereas 6 and 1 through website
and social media.
• Clearly, more than 60% of the people agree with the effectiveness of ISO’s marketing
strategy; whereas 25% people are neutral in their opinion but 10 people disagree with the
marketing technique.
• Most of the people here that is 40% has a neutral opinion for this matter whereas more than
36% people agree that written marketing is better oral marketing but 21 people disagree with
the statement and find oral marketing better.
• that the oral marketing was effective in the campaign of The ISO Consult as in every factor
considered singularly people had positive replies in most.
• that the written marketing was effective in the campaign of The ISO Consult as in every
factor considered singularly people had positive replies in most.
• As shown, 65% of the people have given preference to personalized marketing; whereas 26%
are neutral to the matter but 7.5% people do not agree with personalized marketing.
• Most of the people have a neutral opinion for the matter of content in a campaign; but about
40% of the people agree that the content of a campaign should be rational but about 20%
people say that the content should be emotional.
• Clearly, more than 60% of the people agree with the effectiveness of ISO’s marketing
strategy; whereas 25% people are neutral in their opinion but 10 people disagree with the
marketing technique.
• Here we have interpreted that maximum number of people prefer LinkedIn and WhatsApp;
whereas after it, comes Instagram then Facebook; shockingly Email and SMS has got least
preference for the choice of social media platform of business-related marketing.
• 48% of the population agree with the impact of those tools whereas; 27% of the population
gave a neutral opinion but 24% of the people are dissatisfied with the impact of tools in the
campaign.
• From the above we can interpret that with the acceptance of all the nine alternate hypothesis’
mean that all the nine factors are approved meaning these online marketing tools put a major
impact altogether in the online marketing campaign of The ISO Consult.

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CHAPTER -7
CONCLUSION

49
Conclusion

From the entire project we can conclude that with the acceptance of all the nine alternate
hypothesis’ mean that all the nine factors (i.e. Social Media Posts, Direct Emails, Personalized
Phone calls, SMS, Website Information, Online Circulars, Blogs, Recommendations) are
approved; meaning these online marketing tools put a major impact altogether in the online
marketing campaign of The ISO Consult.

“Clearly, more than 60% of the people agree with the effectiveness of ISO’s marketing strategy;
whereas 25% people are neutral in their opinion but 10 people disagree with the marketing
technique.” With this statement/result obtained it is proven that people agree with the
effectiveness of the ISO’s marketing strategy.
With the questionnaire posted we have also obtained the result the people prefer LinkedIn the
most for the busines- related information/marketing. And with these three objectives getting
fulfilled the entire research project ends to a success.

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 CHAPTER 8
RECOMMENDATION
AND
SUGGESTION

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SUGGESTIONS AND RECOMMENDATIONS

A study done through a base of Online Marketing; a lot can be learnt. There is no barrier, no
limits; One can do a study as deep as one can. It gives a customer base that has no limits. Social
media is such a blessing to the marketing of a company. The viewer limit is endless.
With the success of the project, I would suggest that LinkedIn is the most appropriate platform
for marketing activity, followed by Facebook, Instagram and WhatsApp. With the help of right
content and right promotional strategy a company can take its’s sales to its peak.
The usage of personalized messages and mails result in a better customer response. Maintaining
a customer-client relationship through personalized calls provides loyalty of customers and even
better marketing approaches.
As per my survey, clients prefer rational marketing rather than emotional marketing. So, any
marketing strategy should be framed on the content of rational approach; stating the actual facts
and real data.

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CHAPTER- 9
REFERENCE

53
Bibliography & References

➢ The B2B Social Media Book: Become a Marketing Superstar by Generating Leads
By Kipp Bodnar, Jeffrey L. Cohen
➢ Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media
Platforms.
By Liana Evans

➢ Online customer engagement

By Wafa Hammedi , Jay Kandampully , Ting Ting (Christina) Zhang , Lucille Bouquiaux

➢ Online Customer Experience: A Review of the Business‐to‐Conumer Online Purchase Context

By Susan Rose, Neil Hair & Moira Clark

➢ Marketing instruments of management consulting firms: an empirical study.

By Thomas Armbruester & Christoph Barchewitz

➢ Social Media Marketing: Measuring Its Effectiveness

By Stephen Brokaw, Department of Marketing

➢ Digital marketing and social media: Why bother?

Maria Teresa Pinheiro & Melo Borges Tiagoa & Manuel Cristóvão Veríssimo
➢ The structure of online marketing communication channels.
Robert Owen & Patricia Humphrey from Texas A&M University-Texarkana
➢ Targeted Online Marketing
Manoj Kumar, Parul A Mittal, Natwar Modani, Amit Anil Nanavati and Biplav Srivastava

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CHAPTER 10
ANNEXURE

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Questionnaire
1. Name: ________________________________

2. Age: a. 18-25 b. 25-35 c. 35-45 d. 40 above (MCQ)

3. Where did you learn about The ISO Consult?

a. LinkedIn
b. E-mail
c. SMS
d. call
e. Website
f. Word of mouth
g. Other advertisement: ______________

4. The marketing techniques of The ISO Consult is effective.

a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

5. The Written type marketing (i.e. Email, Posts, SMS, Blogs, Website, Banner) of
advertisement is better than the oral type marketing (i.e. Videos, Calls, Ads, People’s
Recommendation),
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
9. The Following Oral Marketing Tools were Very effective in the campaigning of The ISO
Consult.

1. Audio in the Videos Posted

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

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2. Calls Made

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
3. Recommendation

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

4. Ads

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

5. Recommendation

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

10. The Following Written Marketing Tools were Very effective in the campaigning of The ISO
Consult.

1. E-mails

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

57
2. Social Media Posts

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

3. SMS

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

4. Blogs

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

5. Website Info.

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

11.Personalized marketing techniques are more effective than general marketing techniques.
(Direct emails, Personalized Texts, Personal Calls)

a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

58
12. Rational type of content is better than emotional content in an online marketing campaign?

a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

13. Which Social media platforms do you prefer for informative or business related
advertisements?

a. LinkedIn

b. Facebook

c. Instagram

d. WhatsApp

e. Email

f. SMS

g. Other: _________________________________

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THIS PROJECT REPORT IS THE PROPERTY OF SCHOOL OF COMMERCE,
MANAGEMENT AND RESEARCH, ITM UNIVERSITY, RAIPUR
(CHATTISGARH), INDIA.

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