A study on

“DIGITAL MARKETING STRATEGIES USED AS A TOOL TO

MARKET ELECTRONIC GOODS”

Submitted by:

Ahad ishrat shaikhjee

Under the Guidance of:

Mr. Vasim raja sayyed

Submitted to
Savitribai phule pune university
In partial fufillment of the requirement for an award of the degree of master of
business administration (MBA)
(2019-2020)

Aki poona instute of management sciences and entrepreneurship

Camp pune-411001

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 DECLARATION

I, Ahad ishrat shaikhjee, student hereby declare that Major Research Project on
“A Study on Digital Marketing Strategies used as a tool to market electronic
goods” submitted in partial fulfillment of Degree of Masters of Business
Administration is the original work conducted by me.

The information and data given in the report is authentic to the best of my
knowledge. This report is not being submitted to any other University for award
of any Degree, Diploma and Fellowship.

ACKNOWLEDGEMENT

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This Research has been a successful one because of effort and support of a lot
of people at all ends. A deep sense of gratitude is who has been my project
mentor. He has continuously motivated and helped me in his best capacity at
various stages in this project.

I would also take the opportunity to thank our honorable director dr.
Shakeel Ahmed and also convey my sincere thanks to prof. Vasim raja
sayyed my project guide for his guidance and invaluable inputs in the
development of this dissertation and guiding me as and when required. He
made me well versed with the intricacies of the dissertation.

Finally a note of thanks is due to all those, too many to single out by names,
who have helped in no small measure by cooperating during the project.

TABLE OF CONTENTS

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CHAPTER NO. CHAPTER NAME PAGE NO.

1 EXECUTIVE SUMMARY

2 INTRODUCTION

3 OBJECTIVE OF STUDY

4 LITERATURE REVIEW

5 RESEARCH METHODOLOGY

6 DATA ANALYSIS

7 FINDINGS

8 CONCLUSION

9 SUGGESTIONS & RECOMMENDATIONS

10 LIMITATIONS

11 REFERENCE

12 ANNEXURE

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 CHAPTER NO: 01
EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY

Digital marketing activitiesi are search engine optimization (SEO), search engine marketing
(SEM), contentiimarketing, influencer marketing, content automation, campaign marketing,
and e-commerceiimarketing. , social media marketing, social media optimization, e-mail
direct marketing, displayiiadvertising, e–books, optical disks and games, and any other form
of digital media.

Business development entailsiitasks and processes to develop and implement growth

opportunities within and betweeniiorganizations. It is a subset of the fields of business,
commerce and organizational theory.

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CHAPTER NO: 02
INTRODUCTION

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 INTRODUCTION

1.1 INTRODUCTION TO THE TOPIC

Digital marketing activities are search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, and e-commerce marketing. , social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books, optical
disks and games, and any other form of digital media.

Business development entails tasks and processes to develop and implement growth
opportunities within and between organizations. It is a subset of the fields of
business, commerce and organizational theory.

Marketing strategy has the fundamental goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategies cover everything from Pay
per click, search engine marketing, public relations (PR), Engineering with
Marketing & the much more.

Digital marketing activities are search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, and e-commerce marketing. , social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books, optical
disks and games, and any other form of digital media.
 CHAPTER NO: 03
OBJECTIVE OF STUDY
 OBJECTIVE OF THE STUDY

The main objective of the study is as follows:-

• To find out how to maintain Social media interactions with customers.

• To study how to visits Website and leads the customers.

• To establish factors influencing digital marketing.

• To find out the factors influencing Buying Behavior of a Consumers towards
digital marketing.
• To find out the relationship between consumers towards digital marketing.
• To find out the brand perception of the consumer.
• To know the attributes that customer keeps in the mind wile dealing digital
marketing.
• To study new products or services which is launched.

• To study the different criteria of digital marketing services.

• To analyze the approach which help them to get more business.
 CHAPTER NO: 04
LITERATURE REVIEW
 LITERATURE REVIEW
2.1 LITERATURE REVIEW
Internet usage historyiiand intensity also affect online shoppingii potential.
Consumers with longeriihistories of Internet usage, educatediiand equipped with
better skills and perceptions of the Web environment have significantly higher
intensities of online shoppingiiexperiences and are better candidates to be
captured in the well- knowniiconcept of flow in the cyber world (Sisk, 2000;
Hoffman and Novak, 1996; Liaoiiand Cheung, 2001). Those consumers using
the Internet for a longer time from various locations and for a higher variety of
ser-vices are considered to be more active users (Emmanouilides and Hammond,
2000).
As Bellman et al. (1999) mention, demographics are not so important
indetermining online purchasing potential. Whether the consumer has a wired
lifestyle and the time constraints the person has are much more influential.
Risk takingpropensity is also a powerful factor. E-shoppers have higher risk
taking tendencies. Consumers with high levels of privacy and security concerns
have lower purchasing rates in online markets but they balance this characteristic
with their quest for making usei of the information advantage of the environment
(Kwak et al., 2002; Miyazaki and Fernandez, 2001). These educated individuals,
asimore confident decision makers, are much more demanding and have greater
control over theipurchasing process from initiation to completion (Rao et al., 1998)

2.2 ABOUT THE TOPIC

Digital marketing is the promotion of your business, organization or brand using
channels such as the Internet, mobile devices, television and radio in addition to
using creative online advertising, video, podcasts and other such methods to
communicate your message. Internet marketing in particular plays a huge part in any
digital marketing strategy and is becoming the core of many organizations overall
marketing strategies, particularly with regard to social media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and social
media marketing, iniintroduction we discussed that peoples have a belief that internet
or social mediaimarketing are same but not same, be clear from beginning itself.
Digital marketing iecosystem consists of internet marketing and social media
marketing. Theyiareijust a channels for communication, digital ecosystemiconsist of
integrating channels and integrating services.

Digital Ecosystem

Search Engine
Search engine optimization (SEO) is the art of getting ia website to work better with
search engines (like Google, Bing & Linkin), and toilook for achievable, profitable,
ranking opportunities through keyword iresearch. It is a questifor increased visibility
in search engines via relevanti copy, quality links, domain trust, social popularity
iand search engine connectivity.
Searchiengineimarketing (SEM) is a broader term than SEO, and is used to
encompass differentioptions available to use a search engine’s technology, including
paid ads. SEM is ofteniused to describe acts associated with researching, submitting
and positioning aiwebsite within search engines. It includesithings such as search
engine optimization, paid listingsiand other search-engineirelated services and
functions that will increase exposureiand traffic to your Web site.
Displays
Display advertising is a typeiof advertising that typically contains text (i.e., copy),
logos, photographsior other images, ilocation maps, and similar items. In periodicals,
display advertisingican appear on the same page as, or on the page adjacentito,
general editorial content. Normalibanners, Rich media banner, Interstitialsiand pops
are example of displays.
Mobile Marketing
Mobile marketing is usediin reference to any marketing efforts on or with a mobile
device. It involves planning, icreating, and implementing a mix of initiatives to bring
together sellers and buyersivia mobile devices. Mobile ads, Mobile websites, Apps
and Games are some ofiexamples for mobile marketing.

Social Media Marketing

Social Media refers toiany software tool that enablesiiand encourages engagement in
conversationior sharing. Popular forms of social media includei Facebook, Twitter,
LinkedIn, YouTube, Pinterest, Google + and blogs. Now all daysiisocial media
become platformiifor marketer to make conversation withiicustomers. Brands are
now engaging customersiithrough social media.

EMail Marketing
eMail Marketing is a typeiiof direct marketing that involvesisending personalized,
targeted messages to a specificiaudience. eMail Marketing is easyiito use, low cost,
and effective. Most of theiB2B business in presentiera in following email marketing,
but in B2C alsoiemail marketing is productive.

Video
Marketersiare now use video to make customersiaware of brands and to sharing the
experienceiof other customers. YouTube adsiare too popular in video ads. Inisocial
media platforms also brandsiare sharing video.
Analysis
Analyticsiis the practice of evaluatingidata, and the process byiwhich a company
arrives at a most advantageousidecision. Here marketerianalysis the integrate channel
to understandithe effectiveness of communication. Analysis may be based on
numbers of visitor or like in socialimedia pages..Etc.

Content Management
After analysis the integrateichannels marketer can ableito understand the problems
withicurrent contents. Later he caniimanage the content toiiincrease the engagement
rate, content may be text inibanners, images or websites.
Advanced Targeting
Advanceditargeting are techniques involving the sending of targetedimessages to a
specific audience. It is used to increase the effectiveness of aimarketing campaign.
Behavioral targeting is also a partiiof advanced targeting, here marketer caniitarget
the customer basediion their past behavior in online. Marketer can put ads iniiother
webpage where customer is going.

Creative
Creative is the artisticiicomponent of an ad or website. It usually includes an image
and copy present in adsiior website. Marketer can make thoseiicontents attractive to
customers. Marketer will sometimes change the entire design ofi websites, apps..Etc.

Research and Planning

Marketer will do someiiresearch to understand the behavior-, taste and preference to
customers in digitaliiplatform. This research may be doing byiiusing paid-tools like
ComScore...Etc. Through this research marketer caniiunderstanding where T.G is
present or what T.G would to do in online. Afteriiresearch marketer will plan new
campaigns based oniithose research reports. These campaignsiiare more effective to
reach the T.G properly.
Digital Strategy
Digital strategy is the process ofiispecifying an organization's vision, goals,
opportunities and initiatives in orderi to maximize the business benefits through
digital media. Strategy will be differentiifor each brand, it will base on the brand
objective and target groups interest. It isiiactual a plan formulated by theiimarketer to
explore the opportunities. Strategy may beiishort term or long term, but it need to be
fit with market situations.

2.3 PERSONAL SELLING

Personal selling is wheniia company uses salespersons to build a relationshipiiand
engage customers to determine their needsiiand attain a sales order that may not
otherwise have been placed. The personali selling process is a seven step approach:
prospecting, pre-approach, approach, presentation, ii objections, closing the sale, and
follow-up.
Personal Sales Meeting: Meeting the customeriiface-to-face to makes the sales
process more personalized.

The sales cycle, moreiigenerally speaking, turns leads into prospects, suspects into
prospects and prospectsii customers.

Prospecting is the stepii salespeople determine leads or prospects. The pre-approach

is used for preparingiifor the presentation through customer research and goal
planning for the presentation. Theiiapproach is when the salesperson initially meets
with the customer and determinesiia customer’s wants and needs. Once the
salesperson knows the needs, he oriishe is ready for the presentation that williientice
the customer to commit. After theiipresentation, a salesperson must meet objections
or address customer concerns. Gaining commitmentiicomes next. Finally, the
salesperson must remember to follow upiiafter the sale is made.

The sales department would aim to improveiithe interaction between the customer
and the sales facility or mechanism and or iisales
esperson. Sales management would break down the selling process and theniiincrease
the effectiveness of the discrete processes as well asiithe interaction between
processes. For example, in many outbound sales environments, each step in the
typical processiioutlined above has salesrelated issues, skills, and trainingiineeds, as
well as marketing solutions to improve each discrete step.

The Relationship of Sales & Marketing

Marketing and salesiidiffer greatly, but have the same goal. Marketing improves the
selling environmentiiand plays a very important role in sales. Ifiithe marketing
department generates a list of potential customers, sales will benefit. Theiigoal of a
marketing department is to increase thei number of interactions between potential
customers and theiiorganization. Achieving this goaliimay involve the sales team
using promotional techniques such asiiadvertising, sales promotion, publicity,
creating new sales channels, or creating new products.

The relatively new field of sales processiiengineering views “sales” as the output of a
larger system, not just as the outputiiof one department. The largeriisystem includes
many functional areas within aniiorganization. From thisiiperspective, “sales” and
“marketing,” amongiiothers, represent a number ofiiprocesses whose inputs and
outputs supply one another to varyingiidegrees. In this context, improving an
“output” (such as sales) involves studyingiiand improving the broader sales process,
as in anyiisystem, since the component functional areas interact and are
interdependent.

Most largeiicorporations structure their marketing departments in a similar fashion to

sales departmentsiiand the managers of these teams must coordinate efforts in order
to drive profits andiibusiness success. For example, an “inbound” focused campaign
seeks to drive moreiicustomers “through the door”, giving the sales department a
better chance of sellingiitheir product to the consumer.

Many companies find itiichallenging to get marketing and sales on the same page.
The two departments, although different in nature, handle very similar concepts and
have to work together foriisales to be successful. Building a good relationship
between the two that encouragesiicommunication can be the key to success – even in
a down economy.

CHAPTER NO: 05
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Methodology isiithe systematic, theoretical analysis of the methods applied to a field

of study. It comprisesiithe theoretical analysis of the body of methods and principles
associated with aiibranch of knowledge. Typically, it encompasses concepts such as
paradigm, theoreticaliimodel, phases and quantitative or qualitative techniques.
A methodology doesiinot set out to provide solutions - it is, therefore, not the same
thing as a method. Instead, it offers the theoretical underpinning for understanding
which method, set of methodsiior so called “best practices” can be applied to specific
case, for example, toiicalculate 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”

RESEARCH DESIGN: – The research design used in this study was both
‘Descriptive’ and ‘exploratory’.

SAMPLING TECHNIQUE:–

The selection ofiirespondents will be doing on the basis of convenience sampling

(Non- Probability). BasicallyiiI will use random sampling method.

STASTICAL TOOLS:
MS-EXCEL will use toiiprepare pie- charts and graphs and MS-WORD will use to
prepare or write the wholeiiproject report.

LIKERT SCALES:

Likert scales are the four, five, six, point scales much used in various fields of
research. Often the scale isiiused as a semantic differential.

RESEARCH DESIGN
The research design is purelyiiand simply the framework of plan for a study that
guides the collection and analysisiiof data. Types of Research Design:
• Exploratory Research – The mainiipurpose of such studies is that of
formulating a problem for more preciseiiinvestigation or of developing the
working hypotheses from an operationaliipoint of view.
• Descriptive Research – Those studies which iiare concerned with describing
the characteristics of aiiparticular individual, or of a group.
• Hypothesis Testing Research – They are those where the researchers tests
the hypotheses of casualiirelationships between variables.

SAMPLE SIZE
Detail:
Size of Data : 100
Area : PUNE
Sampling Technique
Sampling techniques can be broadly classified in to two types:
 Probability Sampling.
 Non Probability Sampling.
Methods of Data Collection--- Testing Of Questionnaire

Primary Data:
Primary data is basically theiilive data which I collected on field while doing cold
calls with the customers and Iiishown them list of question for which I had required
their responses.
Source: Main source for theiiprimary data for the project was questionnaires which I
got filled by theiicustomers or sometimes filled myself on the basis of discussion
with the customers.
Secondary Data:
Secondary data foriithe base of the project I collected from intranet and from internet,
magazines, newspapers etc.
Statistical Analysis
In this segment I williishow my findings in the form of graphs and charts. All the
data which I got form the market will not be disclosed over here but extract of that in
the form of informationiiwill definitely be here.
TOOLS AND TECHNIQUES OF ANALYSIS

Tools for analysis

 Bar chart (Bar charts will be used for comparing two or more values that will
be taken overiitime or on different conditions, usually on small data set )
 Pie-chart (Circular chart divided in to sectors, illustrating relative magnitudes
or frequencies)
Tools and Techniques
As no study could be successfullyiicompleted without proper tools and techniques,
sames with my project. For the betteriipresentation and right explanation I used tools
of statistics and computer veryiifrequently. And I am very thankful to all those tools
for helping me a lot. Basic tools which I used foriiproject from statistics are-
- Bar Charts
- Pie charts
- Tables
Bar charts andiipie charts are really useful tools for every research to show the result
in a welliiclear, ease and simple way. Because I used bar charts and pie cahrts in
project foriishowing data in a systematic way, so it need not necessary for any
observer toiiread all the theoretical detail, simple on seeing the charts any body could
know that what is beingiisaid.
Technological Tools
Ms- Excel
Ms-Access
Ms-Word
Aboveiiapplication software of Microsoft helped me a lot in making project more
interactiveiiand productive.
 CHAPTER NO: 06
DATA ANALYSIS & INTERPRETATION

ANALYSIS & INTERPRETATION

Q.1. How you aware about Electronics goods?

Option No. of Respondents Percentage
TV Ads 20 20%

EXISTING CUSTOMRS 25 25%

MAGAZINES 10 10%

FRIENDS 15 15%

INTERNET 30 30%

Total 100 100%

Interpretation: From the aboveiigraph shows that 20% of the respondents came to
know of Electronic goodsiithrough TV ads, 10% of the respondents through
magazines, 25% of the respondentsiithrough the existing customers and 15% of
respondents from friends, 30% of respondentsiithrough internet. The above graph
explained that majority of respondents areiiExisting customers ads and Internet.

Q.2. What is your perception about social media marketing?

Particulars No. of Respondents Percentage
Good 45 45%
Ordinary 25 25%
No comment 25 25%
Poor 5 5%
Total 100 100%

Interpretation:
The above graph reveals that good perception comes from 45%, 25% haveiiordinary
perception aboutii social media marketing and rest by 25% have No Comment, 5%
have pooriiperception.
3.: Digital marketing have Good Quality?

Particulars Number of Respondent Percentage

Strongly agree 35 35%

Agree 45 45%

Neither agree 15 15%

Disagree 5 5%

TOTAL 100 100%

Interpretation:
The aboveiigraph shows that 35% of respondents strongly agree digital marketing
have GoodiiQuality, 45% agree, 15% Neither agree and 5% of respondents disagree.

4. Do you thin digital marketing Services are more Quality & beneficial for electronic
goods?
Product No. of Respondent Percentage
Yes 65 65%
No 35 35%
Total 100 100%

Interpretation: The aboveiigraph showing is 65% of respondents says digital

marketing iare more qualityiiand beneficial for electronic. Only 35% of respondents
Says No.

5.: On the basisiiof price is digital marketing expensive?

 Option No. of respondents Percentage
Extremely Agreed 15 15%
Highly agreed 20 20%
Agreed 45 45%
No Comments 12 12%
Disagreed 8 8%
Total 100 100%

Interpretation: The aboveiigraph showing is digital marketing expensive. 15%

ofiipublic is extremelyiiagreed with this statement, 20% is highly agreed, 45% is
agreed and rest of peoplesiianswer is negative.

6. What isiithe Selling scale System of digital marketing?

 Option No. of Respondents Percentage
Excellent 35 35%
Good 25 25%
Fair 16 16%
Poor 12 12%
Very poor 12 12%

Interpretation: In theiiabove graph shows that 35% of people says excellent about
selling scale system of digital marketing , 25% Good, 16% Fair, 12% Poor and rest
12% says veryiipoor.

7. Stateiithe level of satisfaction for the digital marketing Services?

 Option No. of Respondents Percentage
Satisfied 65 65%
Dissatisfied 15 15%
Not at all satisfied 13 13%
Neither Satisfied nor 7 7%
dissatisfied

Interpretation: The aboveiigraph shows that 65% of respondents satisfied with

digital marketing Services. Only 15% of respondents dissatisfied with its Services.

8. Howi imany years have you been using digital marketing for electronic goods?
Years No. of Respondent Percentage
1-2 Yrs 22 22%
2-3 Yrs 32 32%
3-4 Yrs 25 25%
More than 4 Yrs 21 21%

Total 100 100%

Interpretation: In the aboveiigraph shows that 22% of people using digital

marketing 1-2 years, 32% respondentsiiusing 2-3 years, 25% respondents using for 3-
4 years and rest 21% respondentsiiusing More than 4 years.

9. Distribution of RespondentsiiAccording to Occupation

OCCUPATION RESPONDENTS PERCENTAGE

 RETIRED 14 14%
PRIVATE JOB 12 12%
GOVT JOB 42 42%
STUDENT 16 16%
BUSINESS 16 16%
TOTAL 100 100

Interpretation : Outiiof 100 respondents 14% were retired,12% were private job
holders, 42% wereiigovernment job officials, 16% wereiistudents and 16% were
businessman.

10. Distribution of Respondents According To Qualification

QUALIFICATION RESPONDENTS PERCENTAGE

 MATRICULATE 8 8%
INTER 12 12%
GRADUATE 64 64%
POST GRADUATE 16 16%
TOTAL 100 100%

Interpretation : Out of 100iirespondents, 8% were matriculate, 12% were

intermediate, 64% were graduateiiand 16% were post graduate.

11. Does Digital Advertisement Influence your decision in choosing electronic goods?
 Particulars No. of Respondents Percentage

Yes 87 87%

No 5 5%

Can’t Say 8 8%

Total 100 100%

Interpretation: In the aboveiigraph shows that 87% of customer says yes digital
advertisement influence decisioniiin choosing electronic goods.

12. How many years have you been using electronic product?
 Years Percentage
1-2 Yrs 10%
2-3 Yrs 10%
3-4 Yrs 16%

Interpretation: The above graphiishowing that 64 % customer are using

thisiiproduct more than 4 years.16 % are usingii3-4 years . and rest are using below
3 years.

13. What is the selling scale System of digital marketing for electronic goods?
 Particulars Percentage
Excellent 60%
Good 10%
Fair 10%
Poor 10%
Very poor 10%

Interpretation: Theiiabove graph showing that selling scale of digital marketing for
electronic product is very excellent. Restiicustomer says equally about this product.

14. Which factor is most liked by you?

 Option Percentage
Pricing 15%
Advertisement 70%
Quality 10%
Stylish 5%

Interpretation: The aboveiigraph showing that 70 % customer is attract towards

electronics goodsiidue to Advertisement. 15 % customer says that pricing is goodiiof
products.

15. Is there anyiicomplain from customer? If yes then why?

Option Percentage
Price 15%
Product 20%
Quality 30%
Other 5%
No 30%

Interpretation: The aboveiigraph showing that 30 % customer want to complain

digital marketing stratigies iidue to its quality. 15% for price and 20 % for product
and 5 % for other reasons.

16) Which of these marketing applications have you used in the present?
 Particulars No. of Respondents Percentage

Facebook business 12 24%

pages

Free Webs 18 36%

Google ads words 8 16%

SMS Marketing 12 24%

Total 50 100%

Interpretation :
It reveals that Facebook Business Pages (24%), FreeiiWebs (36%), Google adwords
(16%) & SMS Marketing use 24% marketingiiapplications in present.

17) For which of your digital communications do you use analytics to track audience
response and behavior?
 Particulars No. of Respondents Percentage

Company Website 18 36%

Facebook Pages 12 24%

Email Campaigns 7 14%

SMS Marketing 13 26%

Total 50 100%

Interpretation :
It is observed thatiiapprox 36% of respondents use company website & 26% use
SMS Marketing to trackiiaudience response and behaviour.

18) Iniiwhat ways do you currently communicate with your customers?

Particulars No. of Respondents Percentage

e-mail newsletter 8 16%

Facebook 12 24%

Mobile device 15 30%

application

Text message 8 16%

marketing

Blogging updates 4 8%

Others 3 6%

Total 50 100%
 CHAPTER NO: 07
FINDINGS

FINDINGS

 It reveals that 33% ofiithe respondents came to know of electronic goods

through TV ads, 24% of theiirespondents through magazines, 21% of the respondents
through theiiexisting customers and 12% of respondents from friends, 10% of
respondentsiithrough internet. The above graph explained that majority of
respondentsiiare TV ads and Magazines.
 It revealsiithat good perception comes from 45%, 25% have ordinary
perception about digital marketing and rest by 25% have No Comment, 5% have
poor perception.
 It is observediithat 35% of respondents strongly agree digital marketing have
Good Quality, 45% agree, 15% Neitheriiagree and 5% of respondents disagree.
 It reveals that 35% of people saysiiexcellent about selling scale system of
digital marketing, 25% Good, 16% Fair, 12% Pooriiand rest 12% says very poor.
 It is observed that digital marketing is expensive. 15% of public is extremely
agreed with this statement, 20% is highlyiiagreed, 45% is agreed and rest of peoples
answer isiinegative.
 It reveals that 65% of respondents says digital marketings are more quality
and beneficial than others. Only 35% of respondents SaysiiNo.
 It is observed that 65% ofiirespondents satisfied with digital marketing
Services. Only 15% of respondentsiidissatisfied with its Services.
 It reveals that 87% of customeriisays yes digital advertisement influence
decision in choosing electronic goods

 It reveals that Most of the respondentsiipurchase Electronic items & Gifts from
Online.
 It is observed that 84% of respondentsiiread the news through online and rest
16% of respondents don’t read theiinews through online.
 It reveals that FacebookiiBusiness Pages (24%), Free Webs (36%), Google
adwords (16%) & SMSiiMarketing use 24% marketing applications in present.
 CHAPTER NO: 08
CONCLUSION

CONCLUSION

• Digital Marketing is notiionly concerned with placing ads in portals, it

consists of integratediiservices and integrated channels. Marketers want to
use these componentsiiin an effective wayiito reach target groups and to
 build a brand. In this digital era marketer is notiithe custodian for a brand,
people who are connected acrossiithe digital platforms are the custodians.
• The ability to interact withiithe customers of the company should be viewed
as a very positive aspect byiiany business. It offers very real insight into
how the company’s areiiviewed.
• The feedback sharediion the review social networking sites such as
Facebook, LinkedIn, Twitter, Google+ is aniiopportunity to improve the
service offering.
• Measuring the affects that reviews, Wall-posting, Blog, Photo Video, Pop-
up, tweets and posts can directly have on bookings could be quite difficult.
• Digital Media creates a real Connection betweeniicompanies and customers;
that connection creates a trend for purchaseiiintensity.
• Digital Networking provide ample ofiiopportunities for interacting with any
industriesiipartners.
• Digital Marketingiiprovides a platform to innovative advertising to be
effectively used foriibusiness growth of any industries.
• Industry withiiuse of Social Networking Sites can gain competitive
advantage by reducingiiadvertising cost , create awareness, capture large
market, able to transact globally , caniiimprove customer serviceiiquality
and acquire new customers.
 CHAPTER NO: 09
SUGGESTIONS & RECOMMENDATIONS

SUGGESTIONS

• The digital networkingiistrategy should sufficiently flexible to allow it to

adapt to new developmentsiiand to determine what works and what does not
work.
• A dedicated social media co-ordinator is recommended to monitor the
impact of any changesiiimplemented. A dedicated co-ordinator would also
allow for consistencyiiin communication. At the very least a profession
 agency experienced iniidigital media marketing should be consulted at from
the earliest planningiistages.
• The reviews andiicomplaints raised by the customersiion the SMS should be
effectively managediiand proper actions should be takeniiby the
management and the action takeniishould also be communicated to
theiicustomer.
• The promotionaliioffers during season on should be displayed on the Social
NetworkiiSite on regular basis, so that large number of customers is
captured.
 CHAPTER NO: 10
LIMITATIONS

LIMITATIONS OF THE STUDY

 The method williibe unsuitable if the number of persons to be surveyed is
very less as itiiwill be difficult to draw logical conclusions regarding the
satisfaction leveliiof customers.
 Interpretation ofiidata may vary from individual depending on the individual
understanding theiiproduct features and services of the company.
 The method lacksiiflexibility. In case of inadequate or incomplete
information the resultiimay deviate.
 It is very difficult toiicheck the accuracy of the information provided.
 Since all the Servicesiiand services are not widely used by all the customers it
is difficult to draw realistic conclusions based on the survey.
 CHAPTER NO: 11
REFERENCE

BIBLIOGRAPHY

BOOKS:
1. Brinlee D (2007). Does Internet Advertising
Work?http://www.askdeb.com/internet/advertising

2. Chaffey D (2003). Internet Marketing, Strategy, Implementation and

Practise.2nd edition, Pearson Education Limited, pp. 115-186.
 3. Lacy K, Hernandez M (2009). Twitter Marketing for Dummies. pp. 14-20

4. Nicole K (2007). Building a Brand through Social Networks,

http://mashable.com/ 2007/05/ 08/ brand-social-networks/Ricadela A (2007).

5. Scott DM (2009). The New Rules of Marketing and PR.

6. Shih C (2009). The Facebook Era. Tapping online social networks to

buildbetter products, reach new audiences and selling more stuff. Prentice
HallPublication, pp. 85-12

7. Thompson SH (2002).Attitudes toward online shopping and the internet.

National university of India, 21(4).

8. Weber L (2009). Marketing to the Social Web. Second Edition.

9. Zarrella D (2010). The Social media marketing.O‘Reilly Media.

Website:

https://en.wikipedia.org/wiki/Social_media
 CHAPTER NO: 12
ANNEXURE

ANNEXURE
1. How you aware about Electronics goods?
a) TV Ads b) Existing customers
c) Magazines d) Friends
e) Internet
2. What is your perception about social media marketing ?
a) Good b) Ordinary
c) No Comments d) Poor
3. Digital marketing have Good Quality?
a) Strongly agree b) Agree
c) Neither agree d) Disagree
4. Do you thin digital marketing Services are more Quality & beneficial for electronic
goods?

a) Yes b) No
5. On the basisiiof price is digital marketing expensive?
a) Extremely Agreed b) Highly agreed
c) Agreed d) No Comment e) Disagreed
6. What isii the Selling scale System of digital marketing?
a) Excellent b) Good c) Fair
d) Poor e) Very poor
7. Stateiithe level of satisfaction for the digital marketing Services?
a) Satisfied b) unsatisfied
c) Not al all satisfied d) neither satisfied nor unsatisfied

8 Does Digital Advertisement Influence your decision in choosing electronic goods.?

a) Yes b) No c) Can’t Say

10. Howi imany years have you been using digital marketing for electronic goods?
a) 1-2 yrs b) 2-3 yrs
c) 3-4 yrs d) More than 4 years
11. What is the selling scale System of Xiaomi Corporation India?
a) Excellent b) Good
c) Fair d) Poor
e) Very Poor
12. Which factor is most liked by you?
a) Pricing b) Advertisement
c) Quality d) Stylish
13. Which of these marketing applications have you used in the present?

a) Facebook Business Pages b) Free Webs

c) Google Adwords d) Others
14. For which of your digital communications do you use analytics to track audience
response and behavior?
a) Company Website b) Facebook Pages
c) Email campaigns d) SMS Marketing
15. In what ways do you currently communicate with your chamber members?
a) E-Mail Newsletter b) Facebook
c) Mobile Device Application d) Text message marketing
e) Blogging Updates f) Others
16. Any Suggestions?
…………………………………