Digital Marketing

A Project Report submitted in the partial

fulfilment of the requirement for the award of the degree of
E-Master of Business Administration 2021-2022

BHARATI VIDYAPEETH
(DEEMED TO BE) UNIVERSITY
SCHOOL OF DISTANCE EDUCATION
Academic Study Centre: BVIMR, New Delhi

SUBMITTED BY
MAHIMA ARORA
MBA – 3rd Semester
PRN: 2028100745
Student Undertaking Certificate of Originality

I Mahima Arora (MBA III) would like to declare that the project report entitled “Digital
Marketing” Submitted to Bharati Vidyapeeth University Pune, School of Distance
Education Pune, Academic Study Centre BVIMR New Delhi in partial fulfilment of the
requirement for the award of the degree.

It is an original work carried out by me under the guidance of (Mr. Yashwant Kumar)
All respected guides, faculty member and other sources have been properly
acknowledged and the report contains no plagiarism.

To the best of my knowledge and belief the matter embodied in this project is a
genuine work done by me and it has been neither submitted for assessment to the
University nor to any other University for the fulfillment of the requirement of the course
of study.

CHAPTER 1
INTRODUCTION TO THE TOPIC
Digital Marketing is the term used for the targeted, measurable, and interactive
marketing of products or services using digital technologies to reach the viewers, turn
them into customers, and retain them.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise their products or
services on print media, radio and television commercials, business cards, bill boards,
and in many other similar ways where Internet or social media websites were not
employed for advertising. Traditional marketing policies had limited customer
reachability and scope of driving customers’ buying behavior.

The first step in our introduction to digital marketing is to determine what it is exactly.
Essentially, it’s a term used to describe any marketing efforts that take place on the
internet or on a digital device. There are many different channels that businesses use to
entice customers into buying their products and services.

As we’ll see, there are many elements that go into digital marketing, as well as a host of
different devices businesses can market on. It’s a practice that goes from the subtle to
the obvious, and it often takes a variety of specialization’s working together to be
effective.

Why digital marketing is important ?

There are many stats that highlight the importance of digital marketing. With global
eCommerce sales expected to reach $4.5 trillion by 2021, it’s clear that there’s
significant potential for online promotional activity. What’s more, 51% of shoppers
research their purchases on Google before making them.

With around 4.5 billion internet users worldwide, digital marketing gives businesses the
chance to reach people on platforms where they spend a lot of time and money. It also
gives smaller companies an opportunity to compete with their huge rivals, allowing them
to use data and insights to target customers.

We’ve also seen how vital online shopping is in the first half of 2020. At the peak of the
COVID-19 lockdown in the UK, online orders were up 200% compared to the previous
year. For all kinds of companies, digital marketing and the sales it generated were a
lifeline when stores were closed.Billions of people are connected worldwide via the
internet. From searching for information to shopping for groceries or banking, the
internet has become an essential part of our day-to-day lives.

In the age of COVID-19 when thousands of people are going online for entertainment
and more, it has caused total internet hits to surge at least 60% during this outbreak
period.

As of April 2020, almost 4.57 billion people were active internet users. That is 59% of
the global population With more than half the world’s consumer going online, any
business owner should also consider going digital. After all, marketing is about finding
the right audience at the right place, and at the right time. To do so, you’ll need digital
marketing.

If your company is new to digital marketing and wants to learn more about what a digital
marketing agency does, here are some of the must-knows of digital marketing.
Digital Marketing is all about using data to realize marketing objectives. It is the art of
using consumer insights to formulate marketing strategies targeted at particular groups
of customers online.

Digital marketers leverage digital channels such as search engines, social media,
emails and websites to help their clients connect with existing and potential customers.
They then proceed to collect data gathered from these digital channels (such as
checking the number of impressions or likes on Instagram) and Google Analytics to plan
their marketing strategy.

The advantage of using data to sell online is that it allows companies to make
calculated marketing decisions. Knowing who to target and where to sell online gives
digital marketers the ability to estimate budget spend for a certain set of Return Of
Investment (ROI) goals.Whether it’s inbound marketing or digital marketing for clients,
common KPIs for digital marketers include increasing brand awareness, lead
generations and conversions across different digital marketing channels.

Related to the project

What does a digital marketer do?

Digital marketers have different specialization’s, but they often work together as a team
to make a campaign succeed with their ROIs. Some of the different departments
include:

• A design team to make the creative assets

• A copywriting team to write the ads
• A performance marketing team to create and manage paid ads
To give you a better understanding, you may refer to the diagram down. The chart
shows you the various aspects influencing a website and or mobile app, plus the array
of digital solutions a digital marketing agency could offer to improve those aspects.
How much do companies spend on digital marketing?
Online marketing is big business. Data from 2019 shows that marketing budgets make
up, on average, 11.2% of companies’ revenue. In the US, this equates to an annual
industry spend of over 196 billion For those looking to get an introduction to digital
marketing spending, there are no hard and fast rules on how much you should spend
and what you should spend it on. However, as with many decisions related to the
subject, web analytics can give you the insight needed to make decisions on budgets
and spending.

Digital marketing is often a collective effort, where professionals working across several
different areas combine their knowledge and resources to meet the goals of the
business. The next step in our introduction to digital marketing is to outline what these
different areas are. It’s important to remember that not every company will necessarily
use all of these methods. However, each channel presents an opportunity for a
business to expand its brand reach and increase sales. We’ve highlighted some of the
most frequently used types of digital marketing skills and what they entail.

Search Engine Optimisation (SEO)

When you use a search engine such as Google or Bing, you type in your query and get
a list of results. Often, the page you’re looking for appears in the top few links. But how
does the search engine know which results to bring you? Well, it looks at a wide range
of features on the website to determine how relevant it is. This includes things like the
links to and from other web pages, the content of the page, the keywords and how
they’re used, the number of other people who access/share the page, and more.
Search Engine Marketing (SEM)
While SEO focuses on unpaid methods of boosting visibility in search results, Search
Engine Marketing relies on paid options. If you’ve ever Googled something and seen
the ‘Ad’ text next to the top results, you’ve seen SEM at work. It’s a practice also
sometimes referred to as paid search or PPC (pay-per-click) advertising. Sometimes,
people include SEO under the same banner of SEM.

Social Media Marketing (SMM)

As we explored in our post on the top 50 social media FAQs, social media is big
business nowadays. Not only does it help individuals connect and network, but it also
gives companies the opportunity to expand their brand reach and user base. Using
digital media analytics, marketers can gain insight into how their customers act online,
what they respond to, and what actions they should take.

Email
Any ‘introduction to digital marketing article’ from the last 20 years will show the
importance of emails. This emphasis comes as little surprise – data shows that, as of
2018, there were around 111.1 billion consumer emails sent and received each day.
Email marketing focuses on driving engagement by sending emails to existing and
potential customers.
Given that 99% of consumers check their email daily, it’s no surprise that it’s still such a
popular way of marketing. Professionals in this area focus on building mailing lists,
segmenting customers, targeting and personalising emails, and improving open and
click-through rates. When it comes to embracing digital technology for marketing, email
remains one of the top skills to know.
Online ads
Online ads and paid media are just about everywhere you look on the internet. As well
as the SEM and social media advertising mentioned above, there are also things like
banner ads, Google display ads, retargeting ads, and more.

Affiliates
Affiliate marketing has become incredibly popular over the last few years. Essentially,
this method encourages people to promote other people’s products. When this
promotion results in a sale, the affiliate gains a small amount of commission.
It’s a technique that benefits everyone involved. For those with a product to sell, you
have a network of people promoting it. Those who want to make money without a
product, shifting someone else’s can bring a passive income.There are whole networks
of affiliates that businesses can make use of, focusing on a wide variety of niches.

Content
Our introduction to digital marketing wouldn’t be complete without mentioning content.
One thing that’s consistent across digital marketing is that each approach requires
some form of it. Producing high-quality, entertaining, informative content is at the heart
of any marketing strategy. Whether it’s blog or social media posts, infographics, videos,
podcasts, ads, or webpages, content is king

Mobile
An estimated 3.5 billion people around the world have a smartphone. These devices
have changed the way we think about marketing, opening up countless opportunities to
reach potential customers. Mobile marketing focuses on using a variety of methods to
advertise and promote products and services.
This type of marketing often makes use of some of the other methods mentioned so far.
Along with email, social, and website advertising, there are opportunities such as SMS,
MMS, and mobile app marketing. It’s not just phones, either – tablets, wearable
technology, and other devices all present marketing potential. Our course on mobile
digital skills explores this topic in more detail.

Viral
Of all of the methods in our introduction to digital marketing, this is the hardest one to
pin down. At its core, viral marketing refers to a type of promotion that relies on the
audience to generate buzz. Once a marketing campaign goes beyond its target
audience to be widely shared, it’s considered to have ‘gone viral’.
These campaigns often tap into the zeitgeist, leveraging things like memes and popular
media culture to stand out. However, it’s not usually something that can be forced. Viral
marketing relies on the organic spread of content, often on social media channels.

Other roles
There are many other jobs that directly relate to digital marketing. Roles such as video
production, marketing automation, web development and design, data analytics and
business strategy all play a part. It’s a far-reaching industry with a lot of potential.
Objective of the study
 To study the digital marketing model
 To study the digital marketing Market effectiveness
 To study how digital marketing Agencies work and generating revenue
 To study how digital marketing Has impact on revenue
 To understand the media consumption
 To understand the importance of search engine optimization of the websites
 To study the level of awareness of the 360- degree Google street view facility.
 To understand the importance of social media marketing among different age
group.
 To provide suggestions for the digital marketing

Limitations of the study

 The time span for the project is limited
 Time of campaigns for some client is more than three months
 Advertising expenditure of some campaigns is confidential so it can be revealed

Literature review
Digital marketing is the use of technology to conduct various marketing activities that
improves the customer knowledge and meets their needs and wants (Chaffey et al,
2013).
In this developing world companies have realised the importance of digital marketing
and they have realised that in order for them to be successful in digital marketing they
have to merge both traditional and the digital marketing for meeting the customer
requirements (Parsons,

Zeisser, Waitman 1996).

Online marketing is the powerful marketing vehicle for building up brand image and also
to increase traffic for the companies to achieve success (Song, 2001). Because of the
great expectations in the terms of producing great results and measuring success for
advertisement money spent , digital marketing is very cost efficient for measuring ROI
on advertisements (Pepelnjak, 2008).

Today advertising and marketing techniques have given a great pave to digital
marketing. Now digital marketing is a very powerful tool that it can help revive the
economy and can produce great business opportunities for the governments to function
in a most efficient way (Munshi, 2012).

Researchers in Singapore have tested the success of digital marketing and found out
that digital marketing is the most effective and useful tool for achieving great result in
today’s scenario (Teo, 2005). Growth in digital marketing is mainly because of the rapid
advances in the technology and changing marketing dynamics (Mort, Sullivan, Drennan,
Judy, 2002).
Digital marketing should be accessible, navigable and it should be able to maintain
speed within itself in order to deliver great results for businesses (Kantilla, 2004).

Social media specially Facebook has helped the digital markets to communicate with
millions of people about the products and services and therefore helps in providing
great business opportunities. This is possible only if the marketers is well aware about
the communicating strategies and keep himself updated with the changing technology
(Mangold, 2009).

Marketing professionals must clearly understand the social marketing campaigns and
programs and how to attract the audience towards the same. As the marketing
dynamics are changing greatly, it is important to adopt different and unique marketing
strategies to attract the young target customers by using social media effectively. It is
important that strategic integration approaches adopted meets the company’s overall
marketing plan (Rohm & Hanna, 2011).

The study was conducted with the neighborhood environment to study the physical
disorder influence and spread of the disease for which they decided to use Google
street view to spectate the places like hospital, pharmacy, traffic and parking,
infrastructure where active people were present using Google maps. This was
conducted in the year 2008 and the sample was conducted from the 34 blocks near the
neighboring environments of New York city. The result was that the exploratory study
using Google street view was very helping for them to find their desired result and
Google street view is best to conduct the audit neighborhood environment (Ageymang
C, Huijdong Cv, Stronks K, 2007- 2008).
Blogs, as one of the major tools of digital marketing have helped in increasing the sales
revenue, especially for the products where the customers can read the reviews and
make of the judgement of the rating of the particular product. The customers can also
leave their comments of their experience with the products which is leads to customer
satisfaction and helps them to give them a personal experience (Zhang, 2013).
Web experiences greatly affect the mental process of the consumers and have great
influence on their buying decisions (Cetina, Cristiana, Radulescu, 2012).

Marketers who fail to utilize digital marketing as their strategy are in great disadvantage
because internet not only changes the brand image but also its pricing, distribution,
promotion and many other factors (Yannapoulos, 2011).
 CHAPTER 2
RESEARCH METHODOLOGY

RESEARCH DESIGN

The study is in the form of descriptive research. Descriptive research is the type of
research used to describe the behaviour of a sample or population. It does not give the
answer for how,when or why the behaviour is happening. Rather it answers what the
behaviour is.

DATA COLLECTION

This study uses primary data as well as secondary data.

Primary data is the collection of the raw data by the researcher himself using tools like
survey, interview etc.

INSTRUMENT:- 1) Questionnaire
2) Case study
The secondary data is the collection of the data that has already been collected and
analyzed Limitations of the study Via various sources like books, industry official
website etc.
INSTRUMENT:-1) Internet
2) Official industry website
3) Internal industry documents
SAMPLING TECHNIQUE

Sampling is the process in which the whole data is collected by a group of individuals.
Sensex is one of the sampling methods used by the individuals. The group of people or
representatives is known as sampling. The sample size can be selected by the research
type.

SAMPLE SIZE : The sampling size of this research is 50

DATA ANALYSIS

1. Do you browse on internet before going to a place?

options Result
Yes 60%
No 20%
Sometimes 20%

20%
Yes
No
20% 60% Sometimes
INTRPRETATION: According to this survey, among which 60% people
browse on internet before going to a place, 20% do not browse and 20% people do
browse sometimes depending on the place they want to visit.

2. What are the common mediums that you use to make your search?

options Result
Google search 75%
Social media 10%
Google maps 13%
Others 2%

common mediums

2%
13%

10%

75%

Google search Social media Google maps Others

INTRPRETATION: According to this survey, among which 75% people use google
search as their primary medium to make their search, 10% use social media, 13% use
google maps and 2% use other mediums.
 3. Are you aware of the 360-degree street view facility provided by the Google
maps?

OPTIONS RESULT

Yes 40%

No 30%

May Be 30%

360-degree street view facility

30%
40%

30%

Yes No May Be

INTRPRETATION: According to this survey among which 40% people know

about the google street view facility and are using it, 30% people do not know at all
about
such a feature in google maps and 30% people are not sure if they are aware of it.
 4. Is 360-degree street view helps you explore and enhance your experience before
your visit ?

options Result
Agree 50%
Disagree 10%
Netural 40%

360-degree street view helps you explore

Agree Disagree Netural

40%

50%

10%

INTRPRETATION: According to this survey we found out that 50% of users say that
360 degree Google street view is very helpful and , 40% of the people say that
sometimes it is useful and sometimes its not. 10% people say that Google 360 degree
street view is not so useful .
 5. How much time do you spend on internet browsing at one go?

options Result

1/2 Hour 15%

1 hour 25%

More than 2 hours 60%

time spend on internet browsing

15%

25%
60%

1/2 Hour 1 hour More than 2 hours

INTRPRETATION: According to this survey, 15% users spend around ½ hour on

internet browsing, 25% spend 1 hour, 60% spend more than 2 hours .
 6. Do you check if the website is verified by Google before visiting their website?

options Result
yes 40%
no 30%
Not always 30%

check if the website is verified

30%
40%

30%

yes no Not always

INTRPRETATION: According to this survey, among which 40% users say that they do
check for website verification before they visit the page, 30% users said that they do not
bother 30% users say that sometimes it is important and sometimes it is not
depending on the purpose for their visit.

7. Do you think the website logo and presentation important to you?

options Result

Yes 65%

No 35%
 website logo and presentation important

35%

65%

Yes No

INTRPRETATION: According to this survey among which 65% people say that website
logo and presentation is very important. 35% people say that it is not so important.

8. How do social media advertisements effect your buying decisions?

options Result

Yes 45%

No 55%

advertisements on social media useful

45%
55%

Yes No
INTRPRETATION: 45 % people agreed that social media advertisements effect their
buying decisions.

9. Do you find advertisements on social media useful. ?

options Result
Makes my decision easier 20%
Makes me aware of new promotions and offers 42%
Gives me a clear idea of affordable and quality products 30%
Leads to manipulation 8%

social media advertisements effect your buying

8%
20%

30%

42%

Makes my decision easier Makes me aware of new promotions and offers

Gives me a clear idea of affordable and quality products Leads to manipulation

INTRPRETATION: 40 % of the people said that social media make them aware about
offers and promotions. 30% agreed that it gives them a clear idea of affordable and
quality product.
 10. Do you think social media plays an important role in digital marketing ?

options Result

Agree 75%

Disagree 5%

Netural 20%

social media plays an important role in digital

20%

5%

75%

Agree Disagree Netural

INTRPRETATION: more than half of the population agreed that social media plays an
important role in digital marketing.

CHAPTER 3
 FINDINGS

According to this data, 42% people believe strongly that social media advertisements
makes their buying decision easier, people believe that social media advertisements
helps them to be more aware of new product promotions and offers,

people think that it gives them clear idea of affordable and quality products, people think
that it confuses them with the large variety of products, people think that it leads to
manipulation and people think that it makes their buying decision even easier

According to this research, and it was seen that more than half of the population always
prefer internet browsing before visiting a place to get a clear idea of the place they want
to visit and if that place actually meets their needs and standards. It shows that internet
browsing helps them to clarify and make the most suitable selection.

It was seen that the most common medium that people often use to make their search
is Google chrome followed by social media, Google maps etc. Respondents in this
research suggest and agree to the fact that Google chrome provides them clarity and
direct access to their search. People also agree the growing influence of social media
makes their search easier and affordable. People often use Google maps before
visiting a place which helps measure the distance and time.

This survey was also conducted to test the awareness of one of the growing digital
media platform called 360 degree street view provided by Google maps. The result
was that most of people were not aware of this new feature and 1/4he of the population
was aware of this. 360 degree Google street view helps people to get a 3D insight of he
place they would like to visit. It directs and gives us a virtual interior tour experience of
the place that is likely to visit. This is one of the futuristic digital marketing techniques
which is now opted by many of the hotels, restaurants, companies etc.

Google website optimization is one of the oldest digital marketing methods that
almost every company uses today. This survey shows that more than half of the
people agree to fact that google website optimization or google website verification
plays a very important role for their search. People often opt to check only those
websites which are google trusted. Google website optimization also helps the
companies to get their website on the first page of google search and helps them rank
1st as compared to their competitors. This increases their number of searches. This is
another digital marketing techniques that is often used by the companies.

According to this survey people also say that website logo and presentation is also
very crucial for their search. People say that attractive and well-presented website
with enough images attracts and grabs their attention.

Social media advertisements again is one of the growing digital marketing techniques
widely used. This survey helped us analyze the influence of the same and how SMs
affect their buying behaviour. The result was that people think that is makes a lot of
difference to their decision and helps them make a sensible decision. People say that
social media exposes them to different websites and their benefits and advantages
over their competitors. People say that it exposes them to different offers and provides
them wide varieties and helps them save money and time. People strongly believe that
social media plays a very important role in digital marketing.
 CHAPTER 4

CONCLUSION

Conclusion of digital marketing: New technologies in digital marketing has moved a

great deal. The market approach has also evolved with the rise of new technology.
Digital marketing has a number of advancement and improvements in its strategy, so it
is important to know the conclusion of digital marketing. Keep reading this article to
know more about it.

Customers and marketers need to learn about the pros and cons of digital marketing to
get the best out of it. When you don’t learn the pros and cons of digital marketing, you
won’t reap the full benefits.The great thing about digital marketing is that it offers
numerous resources for an immediate study of the impact of every digital marketing
industry. And if a vendor uses Google AdSense, they have a method to find full
statistics of the effects.

The successful completion of this internship indicates that the future of marketing is in
the hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this
digital era marketer is not the custodian for a brand, people who are connected across
the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more
cost effective and it provide lot of touch points to marketer. Brands can able to engage
their target group in an effective way through digital platforms. Digital media is not only
for engagement, brands can increase their customers or they can retain their existing
customers. Digital platforms help to increase the impact of brand recall in target groups.

The research focused on the consumer buying behaviour shows that, consumers are
highly information seeker and they will do research about a product before going to a
retail shop. So brands want to give platforms to consumers to understand their product
or to get a really feel of that brand.
 CHAPTER 5
SUGGESTIONS

Social media marketing is comparatively a new concept for many companies nowadays.
It is one of the most interactive communication medium specially for the youth. Since
social media marketing is one of the trending digital marketing techniques, I have tried
to provide some recommendations regarding the social media marketing that may help
the companies using social media to prosper in the future.

Increase budget for the social media marketing:-

Since its one of the trending mediums, companies need to invest more on promotion via
social media. It is always seen in the companies that they tend to keep low budgets for
social media marketing.

Increased efficiency of brand pages on social media:-

The product or service advertisements can be more innovative and updated with trends.
Like with the growing trends of polls and hashtags the company need to keep
themselves in it instead of old same post of advertisements.

More requirement of social media marketers:-

It gets often off track when an employee who does not have much knowledge about the
digital marketing acts and takes an active role in social media marketing.
Knowledgeable
marketers are always required for continuous spread and growth through social media.

Share success and failure of the company:-

It is always preferred that company need to share their different success and failure
projects through social media marketing. This helps the audience know about the
company growth and motivates them to work or make with the company.
 CHAPTER 6
LIMITAIONS OF THE STUDY

High competition

The digital marketing campaign should be well thought of, should stand out, grab
attention and create impact on the target audience since the competition has grown
many folds in the recent past. Any monotonous approach or repeated method will drive
the brand out of the competition in no time. Digital marketing campaigns have become
very competitive, thus brands have to be relevant to the needs of the customers and be
quick in responding.

Dependability on Technology
Digital marketing is purely based on technology and the internet is prone to errors.
There are times when the links may not work, landing pages may not load, and page
buttons just don’t simply do its job. This leads the prospective customers to switch to
other brands. Therefore, to avoid this, a test of the website is necessary, also
proofreading the contents and making sure that the campaigns will work on its targeted
niche becomes important.

Time Consuming
One of the biggest disadvantages of digital marketing campaigns is its time consuming
nature. Unorganized tactics and strategies may consume a lot of time and often it
becomes difficult to devote the desirable time to the campaign. This will eventually lead
to negative results. Therefore, it has been suggested to focus on a strategy that the
company needs the most then accordingly plan and curate the content. Digital
marketing tools like HubSpot, Ahrefs and social media posting, and scheduling tools like
Hootsuite and Tweetdeck should be used to overcome the potential barriers.
Security and Privacy Issues
Security is the primary requirement for any brand, hence website protection is
something to be executed seriously as a digital marketer. Securing the network and
safeguarding the network connections by using firewalls and encryption tools like VPN
is always suggested. The basic approach of having a good antivirus is most desirable.
The legal considerations in obtaining customer data for using in digital marketing
strategies must be done with all required formalities. Protecting the customer data
should be the top priority as it may be compromised during data breaches.