Digital Marketing
Digital Marketing
Digital Marketing
COMMERCE SITES
PROJECT REPORT
Submitted to Punjab University, Chandigarh
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DECLARATION
Shivam Batra
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CERTIFICATE OF APPROVAL
Assistant Professor
SACCM, Ludhiana
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ACKNOWLEDGEMENT
At the outset I bow my head before the ‘Almighty’ for the immense blessings
showered on me to carry out this project work successfully. Also, I must express
my deepest gratitude to all people along the way. No words can adequately express
my sense of gratitude; still I express my heartfelt thanks through words.
Shivam Batra
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TABLE OF CONTENTS
- Declaration
- Certificate of Supervisor
- Acknowledgment
Page no.
Chapter 1 INTRODUCTION 7 - 38
BIBLIOGRAPHY
Annexure
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IMPACT OF DIGITAL MARKETING ON E-COMMERCE
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Chapter 1
Introduction
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Chapter 1
Introduction
1.1 Marketing
People often do not know exactly what marketing is and, when asked, they define it
as selling or advertising. While these answers are not wrong, they are only a part of
marketing. It involves many other things like product distribution, promotion,
designing and creating materials like landing pages and social media content,
building customer experience, doing market research and establishing target
markets, and much more.
Marketing is very broad and encompasses all strategies that help a company, brand,
or individual achieve its objectives.
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But upon digging deeper, I began seeing that actually, marketing does overlap
heavily with advertising and sales. Marketing is present in all stages of the
business, beginning to end.
Marketing is promotion
“I would define marketing as promoting yourself to potential customers in any
form on any platform. This would include your average marketing: emails,
billboards, and advertisements. I would also include things that you wouldn’t
expect: employees’ social media presence, your brand image, and location. If your
company is in front of a potential client, that’s marketing.” (Savannah Thieneman)
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Marketing is all the things
“Marketing is all things you do to move your potential customer through the cycle
of knowing, liking, trusting, buying, and hopefully recommending your product or
services to others. Marketing starts with understanding your customers, so you
design a product or service that is of value and then you create and build a
relationship with your potential customer over time. You will use a combination of
your own platforms, such as the packaging and website, and other platforms, such
as social media or TV.” (Suzzane brown)
The 4 Ps of Marketing are a simple formula for identifying and working with the
essential elements of your marketing strategy.
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Product
A product is defined as a bundle of attributes (features, functions, benefits, and
uses) capable of exchange or use, usually a mix of tangible and intangible forms.
Thus a product may be an idea, a physical entity (goods), or a service, or any
combination of the three. It exists for the purpose of exchange in the satisfaction of
individual and organizational objectives.
Price
Price is the formal ratio that indicates the quantity of money, goods,
or services needed to acquire a given quantity of goods or services.
It is the amount a customer must pay to acquire a product.
This factor affects other factors such as
The margin we hope to obtain.
What target market do we want to present ourselves to and what purchasing power
do our consumers have? Do we want to enter the luxury market or bet on the mass
market?
The company's financial goals.
Promotion
Promotion marketing includes tactics that encourage short-term purchase, influence
trial and quantity of purchase, and are very measurable in volume, share and profit.
Eg. rebates, premiums, coupons etc.
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1.1.3 TYPES OF MARKETING
Over the years, marketing has evolved from what it used to be. When once there
were only print media houses to promote a brand’s product or services, the advent
of television and the internet changed the game.
Affiliate Marketing
An affiliate helps promote the product of a brand on whatever online channel they
see fit. The good thing with using this marketing method is that businesses only get
to pay the affiliate when the latter’s promotion generates a sale. Affiliate marketing
is an effective method as the publisher will do everything possible to market a
brand’s products to consumers for the commission they stand to get.
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they appreciate a product or service. A company only gets to this level by offering
products or services that are of premium quality.
Content Marketing
Content marketing refers to any form of marketing that involves the creation,
publication, and distribution of free content online. In an attempt to get the word
out, businesses are known to spend heavily on content marketing each year.Content
marketing uses videos, infographics, blogs, podcasts, social media posts, and
persuasive copy to attract and convert prospects into customers.
Email Marketing
Email marketing is one of the most direct and effective ways a business can
connect with leads, nurture them, and eventually convert them into customers.
Email marketing is a digital marketing method where companies send emails to
prospects and customers.The content of the emails could be educational,
entertaining, or promotional as the case might be.
Influencer Marketing
This method of marketing orients itself around an influential individual. Influencer
marketing is yet another effective marketing strategy. A company looking to
promote its products or services reach out to an influencer in their industry or niche
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and find a mutually beneficial way to promote their offering to the influencer’s vast
audience.
Brand Marketing
Brand marketing is a marketing move by brands to shape its public perception and
to connect with its target audience. Brand marketing uses inspiration, storytelling,
humour, and creativity to establish an emotional connection with existing and
potential customers.
Retargeting
Retargeting is the practice of serving display ads to individuals who have engaged
with one’s website or brand in the past. Businesses use this method to lure existing
or potential customers to revisit their website or purchase what they offer. Studies
have shown that 92% of people who visit a site for the first time aren’t looking to
make a purchase. And so it becomes necessary for a brand to retarget these one-
time visitors.
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digital interactive marketing medium will make traditional marketing tools appear
irrelevant to the new generation media consumer. Digital Marketing is the practice
of promotion of products and services using interactive digital distribution channels
to reach consumers in a timely, relevant, personal and cost-effective manner.
While digital marketing include many of the techniques and practices contained
within the category of Internet Marketing extends beyond this by including other
channels with which to reach people that do not require the use of The Internet. As
a result of this non-reliance on the Internet/digital media, the field of digital
marketing includes a whole host of elements such as mobile phones, sms/mms,
display / banner ads and digital outdoor. Digital is now broadened to support the
"servicing" and "engagement" of customers. Digital Marketing is the promoting of
brands using all forms of digital advertising. This now includes Television, Radio,
Internet, mobile and any other form of digital media.
Digital marketing offers higher conversion rates resulting up to 2.8 times better
revenue growth for business with digital marketing strategies.
In today’s competitive digital world, taking your business forward might be
challenging.
Digital marketing plays a major role to increase your sales. Simply because it
reduces the cost by generating a healthy stream of revenue.
At the current time, businesses are proceeding towards the marketing world to land
their business safely. And, the company that does not follow the present era of
marketing and communication are lacking behind.
Successful digital marketing techniques and tips promote products and brand
through multiple forms of electronic media.
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Your business is worthless when you do not get any conversion from it. Online
marketing helps in promoting your business estimating few budgets compared to
expensive promoting platforms like Yellow pages, television, radio, and magazines.
You can check immediately what is working for your company online. And, apply
procedures to advance the consequence instantly.
For an instance, to measure web traffic you can use Google analytics and also
available marketing solution.
Also, this type of marketing also helps to endorse your prospect, customers and
followers explore your site, get the most out of your product and service. This can
be done instantly making your business more impressive.
This type of marketing endorses your prospect, customers, and followers to explore
the site, get the most out of your product and service. This surely can be done
instantly making your business more impressive.
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 present study shows that the influence of the
digital channels not supporting in change of opinion of customer towards
purchasing a product, but in near future the digital channels influence the customer
purchase opinion as there is a consideration for digital channels among customers
are evident. Digital marketing may achieve something more if it considers
consumer desires as a peak priority.
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1.2.1 Types of Digital Marketing
In normal outbound marketing, we will use pull and push marketing strategy. Like
that in digital marketing also pull and push are types.
In push digital marketing the marketer sends a message without the recipient
actively seeking the content, such as display advertising on websites and news
blogs. Email, text messaging and web feeds with customized contents can also be
classed as push digital marketing when the recipient has not actively sought the
marketing message. Push marketing allows you to target your demographics and
use your marketing money to promote your product to the people you know are
interested in what you have to sell. A push marketing campaign can be more
expensive when it comes to upfront costs, so you really need to be sure that your
marketing is going to reach the right people at the right time. Behaviour targeting is
good example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info
graphics and other forms of visual messaging and search engine optimization
(SEO). A pull marketing campaign also includes public relations or other ways of
reaching out to potential or already realized customers who you want to keep
engaged. While a pull marketing campaign can be less expensive to get started, you
will incur costs in other ways. For example, if you are running a social media
campaign, you will need to hire someone to manage your social media and respond
to people who leave comments or ask questions. Social media gets people talking
and that has a major impact on sales. Pull marketing also requires a greater
investment in time, but it gives you more ability to entertain your customers and
educate them about your company.
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But don't get confused by seeing Email in push and pull, there is a difference. If
marketer is sending emails with customized content or banners to specific group of
customers is push digital marketing. If marketer is sending emails with the same
content or banner to all customers is pull digital marketing.
Reach
The ability of the online medium to target a certain demographic of users is one of
the greatest advantages of digital advertising. In addition, the geographical reach of
the online medium is far greater than that of traditional media. It’s not only cost
effective to achieve a wider geographic area but the ads can also be targeted to the
desired audience. For example, if an advertiser is keen on selling his or her
products targeted to a certain demographic of people, it is quite possible through
online advertising. Digital advertising has matured to the extent that web
publishers, media agencies and advertisers themselves know the optimal ways and
websites for a certain category of products or services.
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Measurement
The Internet is arguably the most interactive and engaging medium among various
others. Interactive campaigns have become a norm with the power of the online
medium. Customers are basically just a click away from the advertisers.
Time
Through the Internet, an advertiser can reach a desired target group or demographic
in a much shorter time frame. For example, if an advertiser needs to plan some sort
of ambush marketing, the online medium can be an effective means of achieving it.
Even otherwise i.e. for regular marketing campaigns, the total time necessary to
complete an online advertising campaign is less than that of traditional advertising
methods.
Cost
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1.2.3 Disadvantages of digital marketing
Some of the downsides and challenges of digital marketing you should be aware of
include:
Skills and training
You will need to ensure that your staff have the right knowledge and expertise to
carry out digital marketing with success. Tools, platforms and trends change rapidly
and it's vital that you keep up-to-date.
Time consuming
tasks such as optimising online advertising campaigns and creating marketing
content can take up a lot of time. It's important to measure your results to ensure a
return-on-investment.
High competition
while you can reach a global audience with digital marketing, you are also up
against global competition. It can be a challenge to stand out against competitors
and to grab attention among the many messages aimed at consumers online.
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Security and privacy issues
there are a number of legal considerations around collecting and using customer
data for digital marketing purposes. Take care to comply with the rules regarding
privacy and data protection.
The use of digital marketing strategies has also had a direct impact on profit
margins and the ability of a business to grow. Without incorporating this style of
advertising into a broader messaging campaign, a brand severely limits their ability
to be successful. A business that doesn’t embrace digital marketing strategies also
limits the growth opportunities for their business.
1. Find Customers That You Would Have Never Encountered Via SEO
If you have even a basic understanding of digital marketing you have heard the
phrase and acronym SEO. This abbreviation stands for search engine optimization.
The objective of using SEO techniques is to increase where your content is ranked
by the search engines. The higher you rank, the better your chances are of getting
your website and other content in front of potential customers.
From your perspective, the more traffic that you generate to your website means a
chance to increase your business. Each person who arrives at your site that isn’t an
existing customer is a chance to grow your database. This visitor could end up
joining your email list or making a purchase that day from your eCommerce store.
Another reason it is important to increase your SEO is that doing so builds
credibility in your site with Google.
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The more Google sees your site as an authority on its designated subject matter, the
higher they will value it.
This also boosts your chances of being seen by more web browsers. To help with
this area, work on creating quality backlinks as one of the ways to increase your
authority.
2. Incorporate Social Media To Help You Share Your Message And Better
Connect With Both Current And Prospective Customers
Social media dominates many aspects of the average person’s life. It should also
play a large part in any digital marketing strategy you embark on. Social media
channels are just one more way you can connect with new and old customers alike.
They also offer you the chance to cross-promote your content from channel to
channel.
Here are some other powerful reasons you need a social media presence and
strategy.
Let a business have conversations with customers that may not have happened
otherwise. This helps customers feel like they are a part of something and that a
company values them.
Social media is great for being able to react quickly to customer feedback and
respond to questions.
You can use your channels to keep an eye on the competition and see what they are
saying & doing and how customers are reacting to their messaging.
You can utilize social listening tools to see what people are saying about your
brand even when you are not tagged in their comments.
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3. Understand What Channels Drive Sales For Your Company
One of the best things about the impact of digital marketing on business growth is
that you can see results almost in real-time.
If you launch an ad campaign and you see a spike in sales, then you can attribute
that spike to your campaign. There are tools you can use to see which channels and
which ads bring you the most traffic as well. All of these are helpful in planning
where to make your next ad buy and how much you should invest.Once you know
the objective, then it is easier to create the ad to drive the desired outcome. If you
want to drive sales, then you want to track how well your ad does in converting
viewers into buyers.
Mailchimp is an email marketing program that helps you create landing pages and
email marketing campaigns. Their program can tell you precisely who opened your
email at what time and tell you what links in your email they clicked. Their
program also lets you segment your list for improved efficiency.
Hootsuite is a terrific platform to use for tracking your social media campaigns and
social listening efforts. It brings the data from all your social channels into one
place and helps you see what audience segments respond to your campaigns. As a
plus, it will also help you schedule your social postings.
Google Analytics can help you examine your website traffic and where it is
originating from. Since Google also has its own services like Google search and
display ads, the ability to track and analyse that data is there as well.
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4. Establish A Presence Online
In today’s world, if you aren’t online no one is going to find you. You must
establish an online presence in order to see an impact of digital marketing on
business growth.
The modern customer doesn’t look through a phonebook; they use Google,
Facebook, or ask their friends on social media. If you aren’t there, you are missing
out. The average person spends over two hours on social media every day. When a
person has the thought to look at a product or service, you must have a presence
where they will be searching.
Creating your social media accounts is the first thing a brand should do when
trying to extend the impact of digital marketing on business growth.
Since the bulk of searches happen on Google, you want to take advantage of every
tool their search engine has. By claiming your Google listing, your exact location
will show up in a local Google search and on their maps application. This will help
bring customers directly to your door. These listings should include your address,
website address, and your phone number. Without a social media footprint, a
potential customer may think your brand has something to hide. Your company will
also be viewed as less than trustworthy.
Digital media is the one place where the company is fully in control of the message
and its response to customer feedback.
If a news story is posted online about your brand, you have no ability to counter
any of the comments made by readers. But if you post a critique of your brand,
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along with any reflections or rebuttals you have on your own social channels, you
are 100% in control of what you say and how you handle the responses to it.
Google Reviews are a terrific example of this point in action.Individuals can post
anything they want on a company’s Google Reviews. Smart brands make it a point
to respond to these reviews, either as a chance to work through any issues a
customer has experienced or to rebut a review that is unwarranted or false.
Content is more than just the words on a web page. Content includes web copy,
blog posts, social blurbs and hashtags, video, and even photos. It is all-
encompassing. By developing a strategy that includes these forms of content for
your viewers, you can rest assured that you are providing your customers with what
they want to see.
For example, if you are a craft company, videos that provide demonstrations on
how to complete a project or use a crafting tool would prove to be invaluable to
your customer base.
During the pandemic, some of the most popular video content has been how to
make a cloth face mask. Craft stores and fabric companies who created videos
around this subject matter or even took photos to show step-by-step instructions
developed content that brought value to their customers.
After implementing a solid content strategy, companies found that the quality of the
leads generated was better than before they had a content marketing plan in place.
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Final thoughts
Digital marketing has completely changed the way brands communicate with their
customers and the way customers find a company to do business with. The impact
of digital marketing on business growth will only continue to grow as more and
more brands go digital.
If a company lacks a solid digital footprint, it severely hampers its ability to
communicate with existing customers and find new ones. The lack of a digital
presence also leads to a lack of trust in the brand. However, if a company
implements a strong digital marketing plan that covers areas such as social media
and content marketing, it can have a positive impact on a brand’s bottom line.
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cost per click (CPC) advertising techniques. SEO, content marketing, and social are
crucial for getting more traffic on your pages of people looking for offerings.
Within content marketing one can conduct a content gap analysis for content
around offerings and services. This can improve your customer journey making it
more efficient and profitable. This can also improve conversions by attracting the
right audience to your website for the offerings that are available. When doing all
of these things it is important to measure channel effectiveness across channels,
identifying gaps in each channel to get more performance. Optimising the
efficiency of these channels will maximise their effectiveness and the revenue these
channels can generate.
1. Personalization
2. Paid advertising
The future of digital marketing includes paid advertising too. If you want to use
digital marketing to grow sales in 2020, you need to invest in paid advertising
programs like Google Ads or Facebook advertising. Paid ads allow you to reach the
most interested leads, which helps increase your sales.
You’ll want to focus on two types of paid advertising for your strategy:
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With social media ads, you can advertise on multiple networks, including:
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn
Social media ads are great for driving sales because you can target leads more
precisely, which allows you to reach leads more likely to convert. From
demographics to buying habits, you have multiple options you can use to reach the
right people.
3. Chatbots
Chatbots play a critical role in helping you communicate with customers and
provide customer service. Your team isn’t always available to answer questions, but
chatbots are almost always available for people to use.
With chatbots, you provide customer service for your audience in real-time. They
don’t have to wait to connect with someone to get answers. It’s a simple and easy
way for users to contact your business with questions.
Some people may have simple questions, that once answered, can turn those people
into customers. By using chatbots, you can answer those questions quickly for your
audience and get them on their way to purchasing your products or services.
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Shoppable posts let you post pictures of your product on your page. Then, you can
tag individual elements in your post with a link to the product page.
So, when people view this content, they’ll see a little white dot over different
products in the photo. When they click on this dot, they’ll see a small callout box
that details the name of the product and how much it costs.
These shoppable posts are great for helping you earn more sales. If people like
something they see in your photos, they can easily find it on your website without
having to search. It also provides them with the price, so they don’t have to wonder
about how much it costs.
5. User-generated content
User-generated content is valuable because it can help you earn more sales since it
serves as an endorsement of your products or services.
Ninety-two percent of users trust recommendations from others over a brand.
People turn to others and their experiences to help them determine if they should
choose your business.
Many people will look at reviews, but user-generated content can have just as big
of an impact.
With user-generated content, you share posts from other people talking about your
product or service. It can also include content that talks about your brand in
general. Always be sure to ask for permission before you share or reshare posts
from your audience!
User-generated content is valuable for bringing a humanistic side to your brand. It
shows people real experiences with your product or service. User-generated content
serves as an endorsement for your brand and can help you nudge leads towards
conversion.
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6. Automation
Yes, if you use automation so you can dedicate more time to selling!
Your team spends a lot of time on tedious tasks that, while important to your busi
ness, take up a lot of time. You could spend this time engaging your prospects or
creating more content to convince them to convert.
With automation, you give your team more time to work on these tasks.
You can automate tasks like:
• Sending emails
• Collecting data about your audience
• Posting on social media
When you use automation, you take these time-consuming tasks off your team’s
plate. If you have a sales team, this frees up their time to spend more time talking
to your prospects and getting to know them better, so your sales team can turn them
into sales.
Sales teams can save time with a customer relationship management (CRM)
platform, like CRMROI, which will help sales teams compile data in one place
automatically instead of inputting the information manually.
Additionally, tools like CRMROI help your sales team monitor a lead’s digital
journey so that you can deliver the right information at the right time.
Automation frees up time for marketing teams, too. Instead of spending time
posting on social media each day, your team can work on more extensive marketing
campaigns that will help drive sales for your company.
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For example, you can use a social media management tool, like Buffer, to automate
social media posts by scheduling them in advance. Instead of having to take time
each day to post content, your marketing team can focus on other important
marketing tasks.
By investing in automation, you’ll help your team focus on the critical tasks that
can earn you more conversions.
• Credibility plays an important role to invite more customers. You can't fool your
customers, once they've been fooled, you're out online forever.
• Good public relation contributes to the success and failure of any product
available online. You should have a strong public relation to your customers to
survive on the Internet. Feedbacks are taken and worked upon, and a large
database management system helps in maintaining customer feedback.
User-generated content
Amazon recognizes that people look to others before purchasing a product. That’s
why the company allows shoppers to leave product reviews, upload product photos
and videos, and answer other shoppers’ questions.
User data
Data is the foundation of Amazon’s marketing plan. With shopper data, Amazon
can personalize someone’s online shopping experience by providing
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recommendations, delivering relevant ads, and offering insight into what fellow
shoppers ultimately bought.
Flipkart is known to take experimental approaches to its campaigns, and this time
was no different. Rather than steadily building up its reach over time, the brand
quickly cast a wide net online from day one of the campaign, focusing on Tier-2
and Tier-3 cities where consumer growth was strong and steady. Along with
immediately boosting awareness, this strategy gave Flipkart early insights from
digital that helped personalize its approach in the following weeks. With Flipkart
Fashion fresh on consumers’ minds, the rest of the campaign eventually drove
impressive lifts in consideration and interest.
Flipkart kicked off its “India Ka Fashion Capital” campaign with a bang: the brand
complemented its TV spot with a variety of YouTube ads to maximise its reach
while running search and dynamic display ads in support. This ensured that
Flipkart Fashion would be visible to consumers across multiple touch-points, and
using audience insights garnered in the first two weeks helped the brand hone its
messaging to be more relevant at each stage of the journey.
Flipkart’s video creative played off its previous “kidults” (kids as adults) campaign
with a twist: the first ads teased the addition of two leading Bollywood
celebrities, Shraddha Kapoor and Ranbir Kapoor.
On YouTube, Flipkart was able to use affinity audiences to reach shoppers
interested in fashion apparel and then follow up with bumper ads (featuring both
Shraddha and Ranbir) on fashion-related content. After the 10-day blast period, the
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brand tailored its search and dynamic display ads throughout the rest of the
campaign to reconnect with consumers who showed interest in Flipkart Fashion.
Flipkart revealed that brands that go heavy on digital to make an early impression
on a wide audience can drive even more impact with their campaigns down the
line. Best of all, it showed how better results can arise from achieving the same
online reach in a shorter period of time. “When we experiment and break barriers
with our marketing, we’ve always seen great results,” said Kunal Dubey, Flipkart’s
director of marketing. “This year’s Flipkart Fashion campaign was no different.
Frontloading our digital spend and using our audience signals to optimise over time
turned out to be more effective than we could’ve ever imagined.”
The company is leaving no stone unturned and uses latest technologies like
AdSense to give customised marketing to the consumer. Social media is about
building a community and keeping them hooked to you. Too much of self
promotional content will also kill the brand. Social media platforms like Facebook,
Instagram, Pinterest, Twitter and Youtube play a very vital role in Myntra’s
promotion strategies. The importance of social media in Myntra’s marketing
strategy is reflected by the fact that it joined Facebook back in 2007 when it was
founded and has more than 4 million of followers now. They also have more than
0.5 million followers on Twitter. Apart from this, the company also keeps
launching various promotional offers regularly on its website. They launch
occasional based contests and provide various gift vouchers to the lucky winners.
Customers are sent promotional emails and notified through customised in-app
notifications about the exclusive offers they can avail on Myntra.
To maintain a regular contact with the customer Myntra uses following strategies:
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Connect– It offers Myntra’s users to connect with one another on the site and on its
social media sites. It also encourage users to create fashion collages across brands,
blog & vlog on styles, trends & tips.
Collaborate – It allows users to collaborate to make a fashion community and
offers stylist hotline & other user-generated services to grow interactions with
brands.
Customise – It helps to know customer lifetime value to modify fashion products &
tips & services offerings at every step in order to ensure the repeat customer
activity.
Engage – It creates relevant content across traditional, digital & social media
platforms to target the different customers in their micro-moments.
Access - Being accessible is key to ensuring myntra.com is the number 1
destination for online fashion e-retailing.
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CHAPTER 2
REVIEW OF LITERATURE
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CHAPTER 2
REVIEW OF LITERATURE
Dodges M. (1999), “finding the source of amazon.com: examining the hype of the
earths biggest book store’’, centre for advanced spatial analysis. Concluded that
amazon.com has been one of the most promising e-commerce companies and has
grown rapidly by providing quality service.
GRAHAM J.(2002) has published his article entitled” Web advertising’s future e-
marketing strategy”.Morgan Stanley Dean Witter published an equity research
report analyzing the internet marketing and advertising industry. The report studies
research from dozens of companies and calculates the cost and effectiveness of
advertising across various media. Branding on the internet works. For existing
brands, the internet is more effective in driving recall than television, magazines,
and newspaper and at least as good in generating product interest.
Tanwar S. (2009) in her research paper titled “ Online shopping: A new generation
of shopping"(study in Indian Perspective)”. Has stated that : Online shopping has
come up as a boon for all type of consumers and it has something to offer for
everyone. Despite of this fact that it is highly convenient and time saving and to
certain extent it is also cost cutting exercise as one need not to step out of his / her
home for doing shopping. The main area of concern is the limited internet usage
and language problem. A lot of stress need to be given on these two parameters so
that this IT revolution can be of use to everyone in India and then only it can be a
success in true sense of terms. Otherwise, it will just end up being a style statement
of few who wants to be away from the crowd and then it will loose its applicability
in the real world.
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and mass communication were dominant. Today, with the new business
environment created by the different and empowered capabilities of digital
contexts, the marketing mix paradigm increasingly becomes object of criticisms.
Although the mix has the capacity to include a wide set of variables in order to
adapt to a large range of mutations in the business environment, many authors
believe it is obsolete and inadequate for the 21st Century. The search for a new
Manish Dwivedi, Kumawat Mahesh & Verma Sanjeev, (2012), in their research
paper titled “ON-LINE RETAILING IN INDIA: OPPORTUNITIES AND
CHALLENGES” has stated that :For retailers in India, online shopping is gaining
recognition as it entails many benefits for them. Some of these include, No real
estate costs, Enhanced customer service, Mass customization, Global reach, Niche
marketing and specialised stores. In the next 5 years, online retailing in India will
strengthen even further. However, long-standing sustainability directly depends on
factors like changes in the market, innovations and interactivity by market players.
Owing to increased penetration of credit cards and easy access of computing
facilities to a wider population, Internet retailing in India has witnessed a promising
42
growth. Moreover, bargain- hunting consumers are latching on this trend as Internet
retailers are known to offer products at special discounted prices compared to store-
based retailers.
43
CHAPTER III
RESEARCH METHODOLOGY
44
CHAPTER III
RESEARCH METHODOLOGY
3.1 RESEARCH
All the data is collected through primary data method as all the information is first-
hand. The information tells us the impact of consumers on digital marketing.
Research design is the arrangement for collection and analysis of data in a manner
that aims to combine relevance to the research purpose and constitute the blue print
for the collection, measurement and analysis of data. Being the study descriptive as
well as exploratory in nature, it will go through sampling, data collection, and its
analysis.
45
3.3 SCOPE OF STUDY
This study is useful for determining the consumer buying behaviour of Indians. It
can able to help brands to reach their target group through appropriate media. It
will present an idea to brands, based on where to invest in achieve their marketing
objectives.
Sources of data collection state the various sources of data from where we collect
the information.
PRIMARY DATA
This study is mainly based on primary data, so the first-hand information has been
collected Keeping in mind, the objectives of the study, a questionnaire was
prepared to know about the impact of digital marketing towards the consumers.
SECONDARY DATA
Secondary data are those that have been collected by other organizations, such as
government agencies , newspapers and magazines etc. The secondary data will be
taken from books, journals and websites.
46
3.6 Duration of Study
The study was carried out for a period of two months i.e April and may .
3.7 SAMPLING
SAMPLING METHOD
SAMPLING UNIT
Random people were asked to fill the questionnaire on the basis of there knowledge
and qualification .
SAMPLE SIZE
A Sample of 100 people both male and female drawn from Ludhiana district have
given back the duly filled up questionnaire. Out of the total population of
customers in Ludhiana 100 respondents have been taken as the sample size.
SAMPLE DESIGN
Non probability sampling is used. Random customers were asked about their
opinion on digital marketing especially who are within the area of Ludhiana city
were selected for primary data.
• Dull process and unwilling respondent also affect the result of the study.
• Due to small size of sample, it's difficult to identify significant relationship with
the customers.
47
• Respondents tried to escape some statements by simple answering.
• Data from the library was not collected due to the situation of covid.
48
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
49
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance, and implications of the
findings. The steps involved in data analysis are a function of the type of
information collected, however, returning to the purpose of the assessment and the
assessment questions will provide a structure for the organization of the data and a
focus for the analysis.
In the project report about 120-130 people filled the questionnaire and after
analysing the responses of the respondents we found that only 100 people filled it
as responsible respondents and analysis was made from that 100 respondents.
50
TABLE DEPICTING AGE PROFILE OF RESPONDENTS
18 - 25 58 58%
26 - 35 25 25%
36 - 45 9 9%
45 Above 8 8%
Figure No 4.1
18-25
26-35
36-45
ABOVE 45
INTERPRETATION
Table 4.1 reveals that 58% of the respondents come under the category of 18 to 25
years, 25% of respondents fall under the age group of 26 to 35 years, 9% of the
respondents fall under the age group of 36 to 45 years, and 8% of the remaining
despondent or above 45 years of age.
51
TABLE DEPICTING GENDER PROFILE OF RESPONDENTS
Table No: 4.2
male
female
others
INTERPRETATION:
Table 4.2 reveals that 55% of the respondents are male and rest 45% of the
respondents are female. All the responses were genuine and filled carefully .
52
TABLE DEPICTING EDUCATIONAL QUALIFICATION
HIGHER SECONDARY
UNDER GRADUATE
POST GRADUATE
OTHERS
INTERPRETATION
Table 4.3 indicates that 19% respondents are higher secondary, 56%respondents are
undergraduate, 22% respondents are post graduate and the remaining 3% are other
i.e they maybe ph.D.scholars or matric pass.
53
TABLE DEPICTING OCCUPATION OF RESPONDENTS
Table 4.4
Figure 4.4
STUDENT
PROFESSIONAL
BUSINESS PERSON
SERVICE
OTHER
INTERPRETATION
In Table 4.4 Out of 100 respondents under the study, 44% of the respondents were
student, 27% of the respondents or professional, 11% of the respondents were
business person, 6% respondents were service, and the remaining 12% respondents
are engaged in some other occupation like housewives etc.
54
TABLE DEPICTING INCOME OF THE RESPONDENTS
Table No 4.5
INTERPRETATION
In table 4.5 out of 100 respondents 41% of the respondents have a monthly income
of less than 25000, 11% of the respondents have income between 25000-35000, 7%
of the respondents have an income between 35000-45000 , 12% of the respondents
have an income between 45000-55000 , and the remaining 29 respondents have
income above 55000 .
55
IMPACT OF DIGITAL MARKETING ON E-COMMERCE
ADVERTISEMENT 52 52%
FAMILY 17 17%
FRIEND 19 19%
OTHERS 12 12%
TOTAL 100
ADVERTISEMENT
FAMILY
FRIEND
OTHER
56
INTERPRETATION
From the above table 4.6 we can analyse that most of the respondents 52% get
information about any new product in the market is through advertisement it maybe
on their television, mobile phones, any other gadget they use these advertisements
maybe in form of a video or a pop-up on their mobile screens etc, 19% of the
respondents get information about new product is through their friends, 17% of
them get information about a new product is through their family, the remaining
17% of the people receive information about new product is through other sources
these may be getting a mail from the store or getting a message from the shopping
sites that is e-commerce site or from any other way they buy a product from.
NO. OF PERCENTAGE
RESPONDENTS
YES 68 68%
NO 14 14%
MAYBE 18 18%
TOTAL 100
57
Figure No 4.7
yes
no
maybe
INTERPRETATION
The above table 4.7 indicates the preference of people towards online shopping. It
can be analysed that majority of the respondents that is 68% prefer online shopping
rather than offline shopping whereas only 14% of the respondents may prefer off-
line shopping and about 12% of the respondents preferred both online as well as
offline shopping. From the above table we can analyse that most of the people
prefer online shopping. Keeping in mind the current circumstances this situation of
pandemic has also led people to stay in their homes and follow the social
distancing norms hence online shopping would be an easy way to shop.
58
TABLE DEPICTING WHETHER PEOPLE COLLECT
INFORMATION BEFORE MAKING PURCHASE
NO. OF PERCENTAGE
RESPONDENTS
YES 91 91%
NO 9 9%
YES
NO
59
INTERPRETATION
From the above table we can interpret that most of the people believe that it is very
important to collect information before buying a product that is 91% of the people
believe information collection is important before buying a product whereas 9% of
the people believe that there is no need to collect information before buying a
product therefore they do not feel important to collect knowledge and information
about the product before they buy a product. As we can see mostly people are
aware that it is very important to collect information as there may be misleading
advertisement that when not show proper details about a product does once we are
not sure everything about a product we should not buy it.
NO. OF PERCENTAGE
RESPONDENTS
FLIPKART 11 11%
AMAZON 61 61%
MYNTRA 23 23%
OTHER 5 5%
TOTAL 100
60
Figure No: 4.9
FLIPKART
AMAZON
MYNTRA
OTHER
INTERPRETATION
From the above table 4.9 we can analyse that 61% of the respondents Think that
Amazon is an e-commerce platform that influences the respondents the most, 23%
of the respondents believe that Myntra is an online e-commerce platform that
influences them, 11% believe Flipkart is an important e-commerce platform for
capturing its customers and the rest 5% believe that other e-commerce platform
attracts them more then these which are mentioned above. Thus we can analyse that
Amazon is an e-commerce platform that influences the customers the most it
maybe because of its services provided its variety of product, the services it
provides maybe the reason that people think Amazon is an e-commerce that attracts
its customers the most also Amazon being a worldwide famous e-commerce
website people may find it more reliable than the other e-commerce websites
61
TABLE DEPICTING TYPE OF PRODUCT GENERALLY
BOUGHT ONLINE
62
INTERPRETATION :
The above 4.10 table we can interpret that out of the hundred respondents majority
of the respondents that is 68% prefer buying fashion online this may include
clothes accessories etc, 61% of the respondents prefer buying electronics the most,
42% of the respondents both health and beauty as an important product that they
prefer to buy online, 49% of them believe that books are the product that they
prefer buying online and the remaining 31% believe that grocery is an item that
they would prefer buying online can also see that the least product that a person or
a customer prefer to buy online is grocery as being an Indian their mentality
believes that grocery should be preferred buying offline that is through the stores
physically. It can also be seen fashion and electronics as the most preferred items
bought online this may be due to the wide range of products they are provided
online and the time is also saved.
INTERNET 76 76%
TV ADVERTISEMENT 35 35%
NEWSPAPER 22 22%
OTHER 16 16%
63
Figure No: 4.11
INTERPRETATION :
From the above table 4.11 we can observe that most of the people that is 76% of
them believe that internet is the most influential platform for buying a product,
71% of the respondents believe social media as an important platform that
influences the consumer to buy a product, 35% believe that TV advertising and
influences them to buy a product and newspaper and other sources are considered
the least influential platforms for the consumer to buy the product that is 22% and
16% respectively. We can analyse that social media and Internet being the most
impactful platforms it maybe because generally a consumer spends most of the
time on the social media and internet while using their gadget does any
advertisement done on these platform maybe considered most impactful as the
consumer maybe contacted most by this platform and made aware of a product
through these platforms only.
64
TABLE DEPICTING AWARENESS TOWARDS DIGITAL
MARKETING
NO. OF PERCENTAGE
RESPONDENTS
YES 92 92%
NO 8 8%
YES
NO
INTERPRETATION :
From the table 4.12 we can analyse that 92% of the respondents are aware about
the digital marketing and only 8% of the respondents are not aware about digital
marketing.
65
TABLE DEPICTING INFLUENCE OF DIGITAL MARKETING
STRATEGIES OF E-COMMERCE
Table 4.13
NO. OF PERCENTAGE
RESPONDENTS
NEVER 13 13%
SOMETIMES 43 43%
TOTAL 100
Figure 4.13
66
INTERPRETATION :
From the above table 4.13 we can observe the influence of digital marketing
strategies by e-commerce on the consumers we can analyse that 44% of the
consumer believe that they are influenced by the digital marketing strategies most
of the times. 43 % believe that they are sometimes influenced by the
digital marketing strategies and the remaining 13% believe that they
are never influenced by the digital marketing strategies. We can see that
most of the respondents or sometimes or mostly influenced by the
digital marketing strategies does making it a very important marketing
strategy for any e-commerce or any other company . So we can say that
the strategies of the e-commerce such as free shipping percentages
discount offering a reward points et cetera are very important factor for
sale of a product and to influence and attract the consumers.
EMAIL MARKETING 8 8%
67
Figure No 4.14
SOCIAL MEDIA
WEB ADVERTISING
EMAIL MARKETING
VIDEO MARKETING
INTERPRETATION :
In the above table 4.14 we can observe that 60% of the respondents believe that
social media is a highly impactful and influential techniques for digital marketing,
22% of the people believe that web advertising is an influential technique for
digital marketing and only 10% believe video marketing as an important source for
digital marketing and at least 8% believed that email marketing is influential
technique. We can see that social media is the most impactful technique for digital
marketing the companies and e-commerce can advertise their products through
Facebook, Instagram, Twitter etc to promote its products and increase the sales. As
most of the people use social media and have an account in the above mentioned
social media applications does we can say that almost each and every person
operates social media.
68
TABLE DEPICTING STRATEGIES OF E-COMMERCE TO
INFLUENCE CONSUMERS
NO. OF PERCENTAGE
RESPONDENTS
FREE SHIPPING 69 69%
BUY 48 48%
SOMETHING ,GET
SOMETHING FREE
PERCENTAGE 60 60%
DISCOUNTS
OFFERING REWARD 51 51%
POINTS
OTHER 13 13%
69
INTERPRETATION :
From the above table 4.15 we can analyse that people think that offering free
shipping for a product and percentage discount influences them most towards an e-
commerce website that is 69% and 16% respectively, 51% believe offering reward
points as an important strategy for influencing consumers, 48% believe that buy
one get one offer influences them and the remaining 13% believe that other
strategies are more important to influence a consumer. We must see that free
shipping as the most impactful strategy it can be because sometimes a consumer is
forced to pay heavy shipping prices for a product that is being imported from
somewhere thus making the product very costly and also discounts and offers
reward points which they can redeem on any other purchases are considered as an
important and influential strategy for e-commerce.
Table No.4.16
NO. OF PERCENTAGE
RESPONDENTS
1 3 3%
2 16 16%
3 28 28%
4 37 37%
5 16 16%
70
Figure No.4.16
INTERPRETATION :
From the above table 4.16 we can analyse that in this the respondents were asked
how much they are influenced by a digital marketing strategy or technique and how
it impacts their buying behaviour one being the least and five most people have
selected 37% and 16% respectively to number 4,5 depicting that they are highly
impacted by the digital marketing strategies and are influenced positively by it and
only 3%, 16 % of the respondents have marked 2,1 Think that they are not
impacted by any digital marketing strategy and 28% are neutral about the effect of
digital marketing strategies.
71
TABLE DEPICTING IMPACT OF DIGITAL MARKETING]
Table No.4.17
NO. OF PERCENTAGE
RESPONDENTS
POSITIVELY 84 84%
NEGATIVELY 16 16%
Figure No 4.17
POSITIVELY
NEGATIVELY
INTERPRETATION :
The above table 4.17 shows the negative and positive effect of digital marketing
strategies on the consumers we can analyse that 84% of the respondents from the
hundred respondents believe that they are positively affected by the digital
marketing strategies and techniques and 16% believe that they are negatively
impacted by the advertisement , strategy of the E commerce websites.
72
TABLE DEPICTING INFLUENCE OF DIGITAL MARKETING OVER
CONVENTIONAL MARKETING
Table No.4.18
NO. OF PERCENTAGE
RESPONDENTS
YES 84 84%
NO 16 16%
Figure No 4.18
YES
NO
INTERPRETATION :
Above table 4.18 depict the influence of digital marketing over conventional
marketing it means that it tells us if digital marketing is more influential than the
old conventional marketing. Digital marketing refers to making the consumers
aware about the product digitally that is through social media application TV
advertisement web advertising email marketing etc and conventional sources refers
to door to door promotion of a product. From the table we can see 84% of the
respondents believe that digital marketing is more info marketing is more
influential than digital marketing.
73
TABLE DEPICTING TRUSTWORTHINESS OF DIGITAL
MARKETING PURPOSE USING A PRODUCT
Table No.4.19
NO. OF PERCENTAGE
RESPONDENTS
AGREE 31 31%
DISAGREE 6 6%
STRONGLY 2 2%
DISAGREE
Figure No.4.19
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
74
INTERPRETATION :
The above table 4.19 depicts the trustworthiness of the consumers to words the
digital marketing of a product that is whether the customer can believe to the
advertising of a product or not we can analyse that 41% of the respondents are
neutral that is they neither believe the advertisement to be hundred percent true or
not and 31% agree that they can trust the advertisement of a product that is they
can believe that what the seller is trying to sell and inform the customer in the
advertisement is hundred percent and 20% believe that they strongly agree with the
trustworthiness of a product that the seller sells and 6% and 2% respectively diss
agree with the trustworthiness of the product that is from the data we can say that
the advertisement the information in the marketing is correct and a consumer can
rely upon it when he tries to buy a product.
Table No.4.20
NO. OF PERCENTAGE
RESPONDENTS
YES 90 90%
NO 10 10%
75
Figure No 4.20
YES
NO
INTERPRETATION
The above table 4.20 shows that whether digital marketing has a future in India that
is whether the digital marketing strategy will be successful and will increase the
sales or not the data we collected from the respondents believe that 90% of people
believe that digital marketing has a future in India and only 10% believe that they
do not have a future in India. So we can fully analyse that digital marketing is a
very important and influential technique for marketing and has change the ways of
marketing and can reach to many people at low-cost and is very convenient.
76
CHAPTER 5
77
CHAPTER 5
Table 4.1 reveals that 58% of the respondents come under the category of 18 to 25
years, 25% of respondents fall under the age group of 26 to 35 years, 9% of the
respondents fall under the age group of 36 to 45 years, and 8% of the remaining
despondent or above 45 years of age.
Table 4.2 reveals that 55% of the respondents are male and rest 45% of the
respondents are female.
Table 4.3 indicates that 19% respondents are higher secondary, 56%respondents are
undergraduate, 22% respondents are post graduate and the remaining 3% are other
i.e they maybe ph.D.scholars or matric pass.
In Table 4.4 Out of 100 respondents under the study, 44% of the respondents were
student, 27% of the respondents or professional, 11% of the respondents were
business person, 6% respondents were service, and the remaining 12% respondents
are engaged in some other occupation like housewives etc.
In table 4.5 out of 100 respondents 41% of the respondents have a monthly income
of less than 25000, 11% of the respondents have income between 25000-35000, 7%
of the respondents have an income between 35000-45000 , 12% of the respondents
have an income between 45000-55000 , and the remaining 29 respondents have
income above 55000 .
From the above table 4.6 we can analyse that most of the respondents 52% get
information about any new product in the market is through advertisement it maybe
78
on their television, mobile phones, any other gadget they use these advertisements
maybe in form of a video or a pop-up on their mobile screens etc, 19% of the
respondents get information about new product is through their friends, 17% of
them get information about a new product is through their family, the remaining
17% of the people receive information about new product is through other sources
these may be getting a mail from the store or getting a message from the shopping
sites that is e-commerce site or from any other way they buy a product from.
The above table 4.7 indicates the preference of people towards online shopping. It
can be analysed that majority of the respondents that is 68% prefer online shopping
rather than offline shopping whereas only 14% of the respondents may prefer off-
line shopping and about 12% of the respondents preferred both online as well as
offline shopping. From the above table we can analyse that most of the people
prefer online shopping. Keeping in mind the current circumstances this situation of
pandemic has also led people to stay in their homes and follow the social
distancing norms hence online shopping would be an easy way to shop.
From the above table we can interpret that most of the people believe that it is very
important to collect information before buying a product that is 91% of the people
believe information collection is important before buying a product whereas 9% of
the people believe that there is no need to collect information before buying a
product therefore they do not feel important to collect knowledge and information
about the product before they buy a product. As we can see mostly people are
aware that it is very important to collect information as there may be misleading
advertisement that when not show proper details about a product does once we are
not sure everything about a product we should not buy it.
From the above table 4.9 we can analyse that 61% of the respondents Think that
Amazon is an e-commerce platform that influences the respondents the most, 23%
79
of the respondents believe that Myntra is an online e-commerce platform that
influences them, 11% believe Flipkart is an important e-commerce platform for
capturing its customers and the rest 5% believe that other e-commerce platform
attracts them more then these which are mentioned above. Thus we can analyse that
Amazon is an e-commerce platform that influences the customers the most it
maybe because of its services provided its variety of product, the services it
provides maybe the reason that people think Amazon is an e-commerce that attracts
its customers the most also Amazon being a worldwide famous e-commerce
website people may find it more reliable than the other e-commerce websites
The above 4.10 table we can interpret that out of the hundred respondents majority
of the respondents that is 68% prefer buying fashion online this may include
clothes accessories etc, 61% of the respondents prefer buying electronics the most,
42% of the respondents both health and beauty as an important product that they
prefer to buy online, 49% of them believe that books are the product that they
prefer buying online and the remaining 31% believe that grocery is an item that
they would prefer buying online can also see that the least product that a person or
a customer prefer to buy online is grocery as being an Indian their mentality
believes that grocery should be preferred buying offline that is through the stores
physically. It can also be seen fashion and electronics as the most preferred items
bought online this may be due to the wide range of products they are provided
online and the time is also saved.
From the above table 4.11 we can observe that most of the people that is 76% of
them believe that internet is the most influential platform for buying a product,
71% of the respondents believe social media as an important platform that
influences the consumer to buy a product, 35% believe that TV advertising and
influences them to buy a product and newspaper and other sources are considered
80
the least influential platforms for the consumer to buy the product that is 22% and
16% respectively. We can analyse that social media and Internet being the most
impactful platforms it maybe because generally a consumer spends most of the
time on the social media and internet while using their gadget does any
advertisement done on these platform maybe considered most impactful as the
consumer maybe contacted most by this platform and made aware of a product
through these platforms only.
From the table 4.12 we can analyse that 92% of the respondents are aware about
the digital marketing and only 8% of the respondents are not aware about digital
marketing.
From the above table 4.13 we can observe the influence of digital marketing
strategies by e-commerce on the consumers we can analyse that 44% of the
consumer believe that they are influenced by the digital marketing strategies most
of the times. 43 % believe that they are sometimes influenced by the
digital marketing strategies and the remaining 13% believe that they
are never influenced by the digital marketing strategies. We can see that
most of the respondents or sometimes or mostly influenced by the
digital marketing strategies does making it a very important marketing
strategy for any e-commerce or any other company . So we can say that
the strategies of the e-commerce such as free shipping percentages
discount offering a reward points et cetera are very important factor for
sale of a product and to influence and attract the consumers.
In the above table 4.14 we can observe that 60% of the respondents believe that
social media is a highly impactful and influential techniques for digital marketing,
22% of the people believe that web advertising is an influential technique for
81
digital marketing and only 10% believe video marketing as an important source for
digital marketing and at least 8% believed that email marketing is influential
technique. We can see that social media is the most impactful technique for digital
marketing the companies and e-commerce can advertise their products through
Facebook, Instagram, Twitter etc to promote its products and increase the sales. As
most of the people use social media and have an account in the above mentioned
social media applications does we can say that almost each and every person
operates social media.
From the above table 4.15 we can analyse that people think that offering free
shipping for a product and percentage discount influences them most towards an e-
commerce website that is 69% and 16% respectively, 51% believe offering reward
points as an important strategy for influencing consumers, 48% believe that buy
one get one offer influences them and the remaining 13% believe that other
strategies are more important to influence a consumer. We must see that free
shipping as the most impactful strategy it can be because sometimes a consumer is
forced to pay heavy shipping prices for a product that is being imported from
somewhere thus making the product very costly and also discounts and offers
reward points which they can redeem on any other purchases are considered as an
important and influential strategy for e-commerce.
From the above table 4.16 we can analyse that in this the respondents were asked
how much they are influenced by a digital marketing strategy or technique and how
it impacts their buying behaviour one being the least and five most people have
selected 37% and 16% respectively to number 4,5 depicting that they are highly
impacted by the digital marketing strategies and are influenced positively by it and
only 3%, 16 % of the respondents have marked 2,1 Think that they are not
82
impacted by any digital marketing strategy and 28% are neutral about the effect of
digital marketing strategies.
The above table 4.17 shows the negative and positive effect of digital marketing
strategies on the consumers we can analyse that 84% of the respondents from the
hundred respondents believe that they are positively affected by the digital
marketing strategies and techniques and 16% believe that they are negatively
impacted by the advertisement , strategy of the E commerce websites.
Above table 4.18 depict the influence of digital marketing over conventional
marketing it means that it tells us if digital marketing is more influential than the
old conventional marketing. Digital marketing refers to making the consumers
aware about the product digitally that is through social media application TV
advertisement web advertising email marketing etc and conventional sources refers
to door to door promotion of a product. From the table we can see 84% of the
respondents believe that digital marketing is more info marketing is more
influential than digital marketing.
The above table 4.19 depicts the trustworthiness of the consumers to words the
digital marketing of a product that is whether the customer can believe to the
advertising of a product or not we can analyse that 41% of the respondents are
neutral that is they neither believe the advertisement to be hundred percent true or
not and 31% agree that they can trust the advertisement of a product that is they
can believe that what the seller is trying to sell and inform the customer in the
advertisement is hundred percent and 20% believe that they strongly agree with the
trustworthiness of a product that the seller sells and 6% and 2% respectively diss
agree with the trustworthiness of the product that is from the data we can say that
the advertisement the information in the marketing is correct and a consumer can
rely upon it when he tries to buy a product.
83
CONCLUSION
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.
The research focused on the consumer buying behaviour shows that, Indian
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.
I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and also to plan for future strategies.
84
I conclude my research by quoting again that “Brands can’t sustain without digital
presence”.
As the digital revolution has taken place, as the world shifts from physical to
virtual, as values move from the hard steel of the industrial age to the high concepts
of a knowledge economy-- what could be more important to companies than their
relationships with customers and other external constituencies? Knowing how to
communicate with customers, meet their changing needs, and build sustainable
relationships and loyalty--this is what digital marketing and its new rules are about.
The Internet provides us with powerful outlets to strengthen our commitment to
customer satisfaction. In new business environments, it is essential to focus on
changing customer needs and behaviour and on the establishment of strong
relationships with customers and other stakeholders. Marketing competencies
based on the new rules of marketing articulated here are, therefore, one of the
primary sources of advantage for companies in a digital age.
For dot-com companies, the challenge is what to adapt and prepare for the next
Internet technology, business models, and their marketing implications. How to
avoid being on the "bleeding edge" and how best to move toward the "brick-and-
click" world.In addressing these issues, a key task for the firm is the
implementation of the adaptive experimentation philosophy. This should encourage
the development of customer centric new business incubators to develop and
launch innovative "out of the box" businesses that address emerging customer
needs.This recommendation is motivated by a recognition that the new marketing
paradigm defines a central philosophy, approach, and set of activities that should be
adapted by all executives. If we have great technologies that are not focused on the
market, what value will it provide? What advantages will it create? By
understanding the new global digital reality and focusing on the new rules of
marketing, marketing professionals can begin to reclaim some of their lost ground
and corporate executives can increase their likelihood of success.Digital
85
technologies have opened new channels for selling products. It provides the
consumer with a previously unimaginable quantity and quality of information in an
easily accessible form.Consumers can sort products based on any desired attribute:
price, nutritional value, functionality, or combination of attributes such as price/
value. Consumers can use it to obtain third-party endorsements and evaluations, or
they can tap into the experience of other users. Digital technology has put the
customer in charge, creating a fundamental shift in the dynamics of marketing.
Empowered by technology, customers are unforgiving. Pity the poor company that
fails to see this or refuses to play by the new rules.The enormous advancement in
information technology is shattering walls between industries as well, shifting the
balance of power to empowered consumers and creating what information
technology expert Colin Crook has called the emergence of a "global grid." This
grid is a network of users and portals, offering free communications, scalability for
even the smallest corporations, globalisation , total connectivity, and universal
digitalization. In this new environment, simple rules often produce complex
outcomes, such as fractals or traffic patterns on the Internet. Internet performance
has been improving even though the volume of traffic has increased tremendously.
86
BIBLIOGRAPHY
https://www.cyberclick.net/marketing
https://www.webfx.com/blog/marketing/amazon-marketing-strategy/
https://mediaboom.com/news/the-impact-of-digital-marketing-on-
business-growth/
https://www.stanventures.com/blog/increase-revenue-digital-content-
marketing/
https://www.talkwalker.com/blog/flipkart-marketing-strategy
https://www.ssrn.com/index.cfm/en/
87
ANNEXURE
88
QUESTIONNAIRE
Respected Respondent,
Personal information
• AGE (years)
18 - 25
26 - 35
36 - 45
above 45
• GENDER
female
male
other
• EDUCATIONAL QUALIFICATION
Higher secondary
Undergraduate
Postgraduate
89
Other
• PROFESSION
Student
Other
Professional
Business person
Service
• INCOME
less than 25000
25000 - 35000
35000 - 45000
45000 - 55000
Family
Friend
Other
Yes
No
90
Maybe
NO
Flipkart
Myntra
Other
Grocery
Fashion
Health
Beauty
Books
Social media
internet
television
advertisement newspaper
91
• ARE YOU AWARE OF DIGITAL MARKETING ?
Yes
No
Never
Sometimes
Social media
social media
web advertising
email marketing
video marketing
other
92
• HOW DOES DIGITAL MARKETING AFFECTIVE ?
Positively
Negatively
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
NO
93