`SUMMER TRAINING REPORT FORMATS

A STUDY ON DIGITAL MARKETING OF INDIA

Undertaken at

―EXPOSITION MART LIMITED .‖

Submitted in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF COMMERCE (Hons)

By
Arnav Singh
Enrollment no. 00418088821

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2
 CERTIFICATE FROM STUDENT
To Whom It May Concern

I Arnav Singh Enrolment No.00418088821 from B.COM (H) -V Sem of the G.G.S.I.P. University, Delh
hereby declare that the Summer Training Report (BCOM 311) entitled A STUDY ON
DIGITAL MARKETING OF INDIA At EXPOSITION MART LIMITED .is an original work and the same
has not been submitted to any other Institute for the award of any other degree. A presentation of the Summer
Training Report was made on and the suggestions as approved by the
faculty were dulyincorporated.

Date: Signature of the Student

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 CERTIFICATE FROM FACULTY MENTOR OF THE INSTITUTE

Certified that the Summer Training Report submitted in partial fulfillment of Bachelor of Commerce (Hons)
to be awarded by G.G.S.I.P. University, Delhi by Arnav Singh_, Enrolment No. 00418088821 has been
completed under my guidance and is Satisfactory to be accepted for the program.

Date: Signature of the

Guide
Name of the Guide:Designation:

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 CERTIFICATE FROM TRAINING MENTOR /
GUIDE ON COMPANY’S LETTERHEAD

This is to certify that Arnav Singh a student of Bachelor of Commerce (H), a class of 2022 of

2024 Name of the Institute, Affiliated to GGS.IP. University bearing Enrolment No. 00418088821 has

undertaken the Summer Internship Training EXPOSITION MART LIMITED . at during June 2023 to

Aug, 2023 under my supervision & guidance. He / She has conducted a study & completed the Project

on A STUDY ON DIGITAL MARKETING OF INDIA .

Seal of Organization Signature of the Guide

Date: Name of the Guide:

Mobile Number:

Designation: Address:

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 ACKNOWLEDGMENT

This report would not have been possible without the guidance and help of several individuals
who in one way or another contributed and extended their valuable assistance in the preparation
and completion of this study.
I would like to express my gratitude to Delhi Technical for including the internship program
as a four-credit course which has provided an opportunity to gain practical working
experience in the organization.
My sincere gratitude to Mr. Niranjan Kumar Singh, for giving me a chance to do my internship
in the organization, India Exposition Mart Ltd.
I would also like to extend special thanks to the entire staff for their full cooperation, guidance,
and support during my internship.
Lastly, I would like to thank my guide, Dr. Anupama Bajpai for their valuable Instructions
and Guidance during the Internship program.

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 EXECUTIVE SUMMARY

Digital marketing is a subset of marketing that leverages technology, the internet, and
electronic devices to promote products and services and engage with consumers.
Digital marketing isn‘t about being louder. It‘s about being relevant and ready when your
customers take action.
There are many types of digital marketing to consider, including SEO, content marketing, paid
search, display advertising, native advertising, email, affiliate marketing, and more.
As a marketing executive, it‘s vital to have a basic, high-level understanding of all the various
components of digital marketing. Regardless of what industry you‘re in or what demographic
you serve, your customers are online.

Benefits of Digital Marketing

This is an executive‘s guide, so I won‘t run down a massive list of every metric you should
track. Instead, I‘ll explain the importance of digital marketing from a high-level business
benefits perspective.

Digital Marketing Amplifies Brand Awareness

One of the many advantages of digital marketing is that it‘s exceptionally good at attracting
and engaging new audiences. Some of the best content marketing you‘ll find isn‘t intended to
sell products. Rather, it exists to entertain and educate folks while also building brand
awareness. Brand awareness doesn‘t instantly translate into sales. However, the cumulative
effect of repeated interactions with your company amplifies brand recognition and establishes
trust. So, when your audience is ready to act, you‘ll already be on their shortlist.

Digital marketing Improves Brand Sentiment.

One of the most important purposes of digital marketing is to shape brand perception. The
reason it‘s so critical is that brand sentiment directly influences whether customers make a
purchase, applicants apply for a job, or investors buy your company‘s stock.

Digital Marketing Reduces Customer Acquisition Cost

Advertising is about paying someone to deliver your content to their audience. Traditional ads
factor in time and location. For example, you pay to run a TV spot during a certain program.
Or, you pay to display a billboard from November through December.
That means you pay for the ad even if your audience doesn‘t see it.

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Digital advertising, on the other hand, lets you show your ad to a specific audience and only
pay when someone clicks on it.

Digital Marketing Increases Customer Loyalty

Most new marketing strategists tend to view digital media through the lens of infographics,
templates, or social media posts to share on LinkedIn or Twitter. But, those are just tactics —
fancy lures to get some attention. They don‘t engender a sense of loyalty, let alone foster
meaningful connections.
However, brands that truly understand digital marketing learn to leverage it to build entirely.
These communities develop into echo chambers of brand love where users interact with each
other as well as the brand. As a result, marketing professionals gain access to the hearts and
minds of their audiences.
They can extract insights to drive marketing initiatives, encourage dialogue, and amplify
loyalty in ways that direct mailers or emails.

Digital Marketing Drives Revenue

Marketing ROI isn‘t always straightforward to measure. But, at some point, you will need to
ring the cash register. And digital marketing is phenomenal at driving revenue because it‘s
incredibly versatile, agile, and user-focused.

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 TABLE OF CONTENTS

S.NO. PARTICULARS Page

No
Declaration by Student
Completion Certificate
Certificate from the Faculty Mentor
Acknowledgement
Executive Summary
Introduction
1. 8-10
1.1 Key Performance Indicator
Organization Overview
2. 2.1 Services 11-13
2.2 Vision and Mission
3. Literature Review 14-17
Objectives of the Project/Study
4. 4.1 Primary Objective 18
4.2 Secondary Objective
Research Methodology
5.1 Research Design
5.2 Research Methodology
5.3 Research Design
5. 19-20
5.4 Sampling
5.5 Data Collection
5.6 Analysis of Data
5.7 Sampling Technique
6. Data Analysis and Interpretation 21-29
7. Findings 30
8. Conclusion 31
9. Suggestions 32
10. Limitations 33
11. Reference 34
Annexure
12. 12.1 Employees 35-38
12.2 Visitors

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 1. INTRODUCTION

The term digital marketing refers to the use of digital channels to market products and services
to reach consumers. search engines, and other similar channels. Digital marketing became
popular with the advent of the internet in the 1990s.
Digital marketing involves some of the same principles as traditional marketing and is often
considered a new way for companies to approach consumers and understand their behaviour.
Companies often combine traditional and digital marketing techniques in their strategies.

1.1 KEY TAKEAWAYS

• Digital marketing involves marketing to consumers through any number of digital channels.
• This form of marketing is commonly executed on websites, mobile devices, and social
media platforms.
• This form of marketing is different from internet marketing, which is exclusively done on
websites.
• Digital marketing is a broad field, including attracting customers via email, content
marketing, search platforms, social media, and more.
• One of the biggest challenges digital marketers face is how to set themselves apart in a world
that is oversaturated with digital marketing ads.

KEY PERFORMANCE INDICATORS (KPI)

Understanding Digital Marketing
Marketing refers to any activities that a company uses to promote its products and services and
improve. To be successful, marketing requires a combination of advertising savvy, sales, and
the ability to deliver goods to end-users. This is normally undertaken by specific professionals
or marketers who can work internally (for companies) or externally with other marketing firms.
Traditionally, corporations focused on marketing through print, television, and radio. Although
these options still exist today, the rise of the internet led to a shift in the way companies reached
consumers. That's where digital marketing came into play. This form of marketing involves the
use of websites, social media, and apps—anything that incorporates marketing with customer
feedback or a two-way interaction between the company and the customer.
Increased technology and newer trends forced companies to change the way they marketed
themselves. Emails were a popular marketing tool in the early days of digital marketing. That
focus shifted to search engines like Netscape, which allowed businesses to tag and keyword
stuff to get themselves noticed. The development of sharing sites made it possible for
companies to track data to cater to consumer trends and other digital devices are now making
it easier for companies to market themselves along with their products and services to
consumers. Studies show that people prefer using their phones to log on to the internet. So, it

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should come as no surprise that 70% of individuals make buying decisions (usually on their
phones) before they hit the purchase button.

Types of Digital Marketing Channels

As noted above, marketing was traditionally done through print (newspapers and magazines)
and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing
channels have evolved and continue to do so. The following are eight of the most common
avenues that companies can take to boost their marketing efforts. Keep in mind that some
companies may use multiple channels in their efforts.

Website Marketing
A website is the centrepiece of all digital marketing activities. It is a very powerful channel on
its own, but it‘s also the medium needed to execute a variety of online marketing campaigns.
A website should represent a brand, product, and service clearly and memorably. It should be
fast, mobile-friendly, and easy to use.

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising enables marketers to reach Internet users on several digital
platforms through paid ads. Marketers can set up PPC campaigns on, Bing, LinkedIn, Twitter,
Pinterest, or Facebook and show their ads to people searching for terms related to the products
or services.
PPC campaigns can segment users based on their characteristics (such as by age or gender), or
even target their particular interests or location. The most popular PPC platforms are Google
Ads and Facebook Ads.

Content Marketing
The goal of content marketing is to reach potential customers through the use of content.
Content is usually published on a website and then promoted through social media, email
marketing, search engine optimization, or even PPC campaigns. The tools of content marketing
include blogs, e-books, online courses, infographics, podcasts, and webinars.

Email Marketing
Is still one of the most effective digital marketing channels. Many people confuse email
marketing with spam email messages, but that‘s not what email marketing is all about. This
type of marketing allows companies to get in touch with potential customers and anyone
interested in their brands.

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Many digital marketers use all other digital marketing channels to add leads to their email lists
and then, through email marketing, they create customer acquisition funnels to turn those leads
into customers.

Social Media Marketing

The primary goal of a social media marketing campaign is brand awareness and establishing
social trust. As you go deeper into social media marketing, you can use it to get leads or even
as a direct sales channel. Promoted posts and tweets are two examples of social media
marketing.
Affiliate Marketing
It is one of the oldest forms of marketing, and the internet has brought new life to this old
standby. With affiliate marketing, influencers promote other people‘s products and get a
commission every time a sale is made or a lead is introduced. Many well-known companies
like Amazon have affiliate programs that pay out millions of dollars per month to websites that
sell their products.

Video Marketing
YouTube is one of the most popular search engines in the world. A lot of users are turning to
YouTube before making a buying decision, to learn something, read a review, or just relax.
There are several video marketing platforms, including Facebook Videos, and Instagram, use
to run a video marketing campaign. Companies find the most success with video by integrating
it with SEO, content marketing, and broader social media marketing campaigns.

SMS Messaging
Companies and non-profit organizations also use SMS or text messages to send information
about their latest promotions or give opportunities to willing customers. Political candidates
running for office also use SMS message campaigns to spread positive information about their
platforms. As technology has advanced, many text-to-give campaigns also allow customers to
directly pay or give via a simple text message.

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 2. ORGANIZATION OVERVIEW

India Expo Mart Limited (IEML) is India‘s first state-of-the-art project for the cottage sector
wherein Round ‗O‘ Clock International Marketing has been conceptualized. This state-of-the-
art, multi-functional venue with a rare combination of technology merged with world-class
facilities and safety standards is suitable for hosting international business-to-business
exhibitions, conferences, congresses, product launches, promotional events and most
predominantly acts as a centralized contact point for overseas buyers and the cottage-based
manufacturer exporters for conducting business.
India Expo Centre and Mart is spread over 58 acres of land and has a unique combination of
Trade Mart with Exhibition & Convention Facilities, Lawn, Business Centre, Restaurants,
Transportation facilities, and sufficient Parking Area for over 4,000 cars and 30 Buses/Trucks
inside the complex. It is well linked to the main Ring Road of Delhi through 8-lane
expressways.
Air-Conditioned and Wi-Fi enabled, it has well-equipped storage and warehousing facilities
and a central public address system with the most recent in Multimedia, Telecommunications,
and high-speed Internet Connectivity under one roof, it is the perfect venue for Trade Fairs,
Exhibitions, Conferences, and such other theme-based international events. Elegant,
functional, and flexible, India Expo Centre is among the world‘s best when it comes to hosting
exhibitions, conferences, meetings, seminars, and other special events. With 28000 square
meters of indoor exhibition space, banquet cum conference hall, restaurants, and meeting
rooms – all furnished with the most recent in telecommunications, multimedia, and high-speed
connectivity, under one roof, this is the best venue for all types of formal events.
It had been the venue of choice for various ministries of the government of India, statutory
corporations, companies, and renowned global agencies including the Ministry of Finance,
Ministry of Commerce & Industry, Ministry of Environment, Forest and Climate Change,
Ministry of Health and Family Welfare, Export Promotion Council for Handicrafts,
International Garment Fair Association, Trade Promotion Council of India, Indian Printing
Packaging & Allied Machinery Manufactures Association (IPAMA).

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Our Expo Centre & Mart is strategically located in Greater Noida which is a prominent MICE
destination in India. It is a world-class venue with facilities for all kinds of business events in
a covered area of 2,34,453.29 square meters. As of December 31, 2021, India Expo Centre &
Mart houses over 800 permanent showrooms for Indian exporters and has 14 multi-purpose
halls, 29 meeting rooms, 4 open areas, and 4 speciality restaurants. It also has a buyers‘ lounge,
foreign exchange outlet, logistic support, extensive parking, and modern security and safety
features.

2.1 SERVICES
Set out below is a list of services, including, but not limited to the following offered at our
exhibition and convention centre:
• Security: Our exhibition and convention centre have a three-tier security and is accustomed
to the terms put by special protection group for high-level meetings and delegations. The
venue is equipped to host conferences of international level, with a police escort for each
official delegation and VVIPs. Additionally, there is 24 x 7 security; and the entire area is
secured through barbed walls & CCTV.

• Food & Beverage: Our exhibition and convention centre has multiple kitchens at different
levels, multiple dining options, and cafeterias as well as food courts with large sitting
capacities.

• Electricity Supply: In-house uninterrupted power supply of 34 MW + 3 MW Solar Power

facilitates seamless electricity supply that is imperative to a smooth exhibition experience
and there‘s no shortage of electricity or power outage at our Company.

• Banking and Foreign Exchange Services: Our exhibition and convention centre have
onsite banks such as Punjab National Bank and two ATMs. During the events, additional
mobile ATMs and Foreign Exchange Counters are set up for the convenience of
international visitors.

• Helipad: Our exhibition and convention centre have three helipads for large helicopters
capable of transporting

• Medical Facilities: The medical teams along with the ambulance are deployed for the entire
duration of the event. However, large events/Government events tie up with hospitals are
done through district administration in addition to medical teams & ambulances on site.

• Utility Kit: As a part of our marketing initiative, we have been collaborating with exhibitors
by providing them with a dynamic ―utility kit‖ for all their exhibition needs before the event.
The utility kit contains everything an on-ground team needs for managing the event
seamlessly.

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• Housekeeping Services: Our Company has well-maintained restrooms in compliance with
international standards. Our housekeeping services are handled by a third party which also
manages the housekeeping services of India‘s leading establishment.

2.2 VISION AND MISSION

India Exposition Mart Ltd (IEML) is established for improving the vast potential of exporting
Indian Handicrafts.
IEML has expanded its reach, showcasing the best from the global hospitality industry with
the vision to make the hospitality industry a catalyst for the economy.
IEML‘s mission is to expand its company through exhibitions which are common events, the
concept of an exhibition is quite wide and encompasses many variables. Exhibitions range from
extraordinarily large events, spread to the world.

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 3. LITERATURE REVIEW

S.NO NAME OF NAME OF OVERVIEW & FINDINGS

AUTHOR & RESEARCH
YEAR OF PAPER AND
PUBLISHING REFERENCE
1. Gangeshwer E-Commerce or This paper deals with the conceptual
(2013) Internet knowledge of e-commerce & motivating
Marketing: A factors of shopping online. In the 21st century,
Business with the rapid increase in the use of the
Review from internet, e-commerce is set to play a very
Indian Context important role in providing new opportunities
to both large and small corporations. Thus,
online commerce is destined to grow in
revenue and geographic reach in India.
2. Nadaraja and Social Media Their study aims to uncover the benefits and
Yazdanifard Marketing drawbacks of social media marketing. It's a
(2013) Social Media cutting-edge tool for marketers looking to
Marketing: connect with their target audiences. The
Advantages and medium has a lot of advantages and
Disadvantages. disadvantages, and businesses are still trying to
figure out how to overcome them.
3. Yasmin, Effectiveness of Focused on the importance of digital
Tasneem, and Digital marketing, stating that digital marketing is the
Fatima (2015) Marketing in the use of electronic media by marketers to
Challenging promote items or services in the market.
Age: An Digital marketing's major goal is to attract
Empirical Study customers and allow them to interact with the
company via digital media. Their research
looked at several types of digital marketing,
their success, and the impact it has on a
company's sales.
4. Sathya (2015) A Study on Investigated the impact of Digital marketing
Digital and suggested that Digital Marketing is an
Marketing and umbrella phrase for the promotion of products
its Impact or services using digital technology, mostly the
Internet, but also including mobile phones,
display advertising, and any other digital
medium.
5. Kaushik (2016) Digital Its paper mentioned that Digital marketing is in
marketing in the great demand and its use is increasing in India.
Indian context Digital marketing has greater prospects of
increasing sales, brand recognition & loyalty
effectively. The paper also suggests that
Campaigning through Digital Marketing can
help to reduce costs, boost inbound traffic, and
can rank better in search engines.

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6. Todar (2016) Systematic Suggests that the use of traditional marketing
Literature is deteriorating day by day due to the extensive
Review on use of the internet by young consumers for
Digital online shopping. Further, the study also
Marketing in reflects that the use of traditional marketing
India: Present still prevails among the mature group of
Scenario customers. So, the paper concluded that one of
the best solutions for a company is to try to
make a combination of the two strategies i.e.,
blending traditional & digital marketing that
will cater to the needs of a matured group of
customers as well as the young population.
7. Mathur (2016) The usefulness This paper suggests the importance and
of Digital benefits of Digital Marketing. It also highlights
Marketing to the that Govt of India is taking initiatives like
Government of Digital India which is a new way of connecting
India and informing the population across the globe.
This initiative has turned the attention of the
world towards the emerging development in
digitalization. Though Digitalization, the
Indian scenario is far-fetched and the
acceptance among the masses is a positive sign
to empower India digitally.
8. Kannan and Li Digital The aim was to schedule a research strategy in
(2017) Marketing: A Digital Marketing. The researchers attempted
Framework, to provide a complete definition of digital
Review, and marketing. They've also created and projected
Research a supporting framework that highlights critical
Agenda moments in the marketing process, as well as
the marketing strategy process, where digital
technologies play an important part. They also
conclude that Digital Marketing has to be
reviewed in collaboration with all the
stakeholders and future researchers can
critically look at the issues that were outlined
with appropriate data from field experiments
and observational studies.
9. Yamin Ahmad Impact of Mentioned that Digital Marketing is the
Bin (2017) Digital promotion of products or brands through one
Marketing as a or more kinds of electronic media, as opposed
Tool of to traditional marketing, which is the use of
Marketing channels and procedures that allow a company
Communication: to assess marketing campaigns. The study
A Behavioral recommends that an integrated marketing
Perspective on communication plan be included that would
Consumers of provide a guide to planning strategy for
Bangladesh marketing as well as to understanding
consumer behaviour. It also concludes that
Digital marketing tools and concepts are
widening their horizon due to the growth in the

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 use of mobile and internet communication
among the masses and so comprehensive
inclusions of digital marketing tools and
strategies along with integrated marketing
communication can ensure success in the field
of marketing.
10. Krpic, Milic Digital This paper tries to present digital advertising
and Istvanic Marketing in the technologies, techniques, media, and their
(2017) Business advantages & disadvantages. According to this
Environment paper, out of all the techniques that are been
described, SEO is the most important
technique for acquiring a customer organically.
It also concludes that with the advancement of
modern technologies and devices, even the
most traditional entrepreneurs will cater to
these forms of digitization.
11. Verma (2018) A Critical According to the study, businesses can profit
Review of from many channels of digital marketing and
Digital the increased use of social media is generating
Marketing new opportunities for digital marketers to
attract clients through digital platforms. In
India, according to the study, there is a massive
shift toward digitalization. Furthermore, the
article focuses on the wide spectrum of
consumers who are perceiving shopping
services through social networking sites as a
result of their ease of access. Digital
Marketing, according to the study, is both cost-
effective and has a significant commercial
influence on the business.
12. Bharti (2018) Traditional VS. Found that the important reason for a radical
Digital change in the shopping approach of the Indian
marketing: A consumer is the increasing use of e-commerce.
comparative The papers suggest that for the growth in
study digital marketing, the marketer should try to
identify the trends and patterns in consumer
behaviour. Consumers can also post online
feedback through social media. Through social
media interaction, businesses can receive both
positive and negative feedback and canal so
have direct contact with their customers. This
will further increase their efficiency to run their
business through E-Marketing.
13. Rajaiah and Review of concluded that digital marketing is one of the
Srinivasulu Future Trends of most cost-effective ways to advertise a product
(2019) Digital when compared to other marketing platforms.
Marketing People are being influenced by digital
marketing and advertising to purchase and sell
online, and e-commerce is growing. In the
following years, the future of digital marketing

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 in India as well as the scope of digital
marketing will brighten.
14. Garcia, Digital the results of this study report were assessed
Lizcano, Marketing using the Delphi technique, and its findings
Ramos, and Actions That suggest that voice searches via mobile devices,
Matos (2019), Achieve a Better as well as the influence of Artificial
Attraction and Intelligence (AI), will have a long-term impact
Loyalty of on the digital ecosystem. This study also
Users: An displays and clarifies the precise steps that
Analytical Study must be taken to attract and keep the business
marketing strategy after analysing the
customer's online buying process inside the
large ecosystem of possibilities supplied by
digital marketing on the internet.

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 4. OBJECTIVES OF THE PROJECT/STUDY

4.1 PRIMARY OBJECTIVE

To know overall about the company of India Expo Mart and also know about digital marketing
of the company.

4.2 SECONDARY OBJECTIVE

• To learn, get acquainted and fulfil the academic purpose.
• To focus on major elements of digital marketing.

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 5. RESEARCH METHODOLOGY

5.1 RESEARCH
Research is careful inquiry or examination to discover new information or relationship and
expand to verify existing knowledge.
The purpose of research is to gain knowledge, which will be used for solving the problem
(applied research) or for satisfying one's thirst for knowledge (pure research). The goals of
research may be discovering a new fact, establishing a new relationship, creating new concepts,
and verification of existing concepts, finding the solution to a problem or satisfying one's desire
to know.

5.2 RESEARCH METHODOLOGY

Research methodology is a way to find out the result of a given problem on a specific matter
or problem that is also referred to as a research problem. In methodology, the researcher uses
different criteria of solving searching the given research problem. Different sources use
different types of methods for solving the problem. If we think about the word "Methodology",
it is the way of searching for or solving the research problem. The project is a systematic
presentation consisting of the enunciated problem, formulated hypothesis, collected facts of
data, analysing facts, and proposed conclusions in form of recommendations.

5.3 RESEARCH DESIGN

The review is an illustrative examination. A clear examination is the sort of exploration used
to depict the conduct of an example or populace. It doesn't offer the response for how, when,
or why the conduct is occurring. It is a ‗careful investigation or inquiry specially through search
for new facts in any branch of knowledge. The research design used for this research is
descriptive.

5.4 SAMPLING
Sampling is concerned with the selection of a subset of individuals from within a statistical
population to estimate the characteristics of the whole population. The sampling method used
for this project is random.

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Sample Size: It is the number of observations used for calculating estimates of a given
population. For example, if we interviewed 30 random students at a given high school to see if
they liked a certain music artist, "30 students" would be our sample size. The sample size for
employees is taken to be 30 and for visitors, it is taken as 70 for this study.

5.5 DATA COLLECTION

The data for the survey will be conducted from both primary as well as secondary sources.
Primary Data: Primary data was collected using the interview technique through questions.
The survey data was collected by using questionnaires. The questionnaire has been formatted
with both open and closed-structure questions. This study includes two different
questionnaires, one for the employees working at India Expo Mart Ltd and another for its
visitors.
Secondary Data: Data was collected from websites going through the records of the
organization etc. It is the data that has been collected by an individual or someone else other
than those of our particular research study.

5.6 ANALYSIS OF DATA

The collected data is categorized systematically according to the needs of the objective. A
questionnaire was prepared for getting feedback from employees and marketing team and the
general public visitor about digital marketing and was distributed questionnaire for the study.
Analysis of the data is done as per the survey finding the percentage of the people's opinions
was analysed and expressed in the form of different charts.

5.7 SAMPLING TECHNIQUE

The sampling technique adapted to conduct the survey was 'Random Sampling' and the area of
the research was concentrated in the city of Greater Noida in the office of India Exposition
Mart Ltd. The survey was conducted by interacting with the employees and visitors. The
sampling units for the study include the employees and visitors of the India Exposition Mart
Ltd. The sample size included for conducting the study is 70 visitors of India Exposition Mart
Ltd. and 30 employees of India Exposition Mart Ltd.

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 6. DATA ANALYSIS AND INTERPRETATION

QUESTION E.1. Which of the following digital marketing activities does India Expo Mart
Ltd. do?
OPTIONS RESPONSES PERCENTAGE
A. Website improvements and SEO 7 23% ✓
B. Social media improvements and SEO 5 17% ✓
C. Google Ads (Google and YouTube) 3 10% ✓
D. Facebook Ads (Facebook and Instagram) 9 30% ✓
E. E-mail Marketing 5 16% ✓
F. Brand Awareness and Brand Improvements 1 3% ⨉
G. Did Nothing 0 0% ⨉
TOTAL 30 100%

CHART: Bar Graph showing the different digital marketing activities which India Expo Mart
Ltd. does

35%
30%
30%

25% 23%

20% 17%
16%
15%
10%
10%

5% 3%
0
0%
Website Social media Google Ads Facebook Ads E-mail Brand Did Nothing
improvements improvements (Google and (Facebook and Marketing Awareness and
and SEO and SEO YouTube) Instagram) Brand
Improvements

ANALYSIS & INTERPRETATION: India Expo Mart Ltd. partakes in website

improvements and SEO tools, social media improvement, Google Ads, Facebook Ads, and E-
mail Marketing, as part of its digital marketing activities, but it does not work on its brand
awareness and brand improvements.

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QUESTION E.2. What is India Expo Mart Ltd. trying to achieve by doing digital marketing?
OPTIONS RESPONSES PERECETAGE
A. Attracting customers to get ads revenue 0 0% ⨉
B. Attracting customers to sell our products 8 27% ✓
C. Market research 1 3% ⨉
D. Creating an internet presence 5 17% ✓
E. Attracting customers to our physical shops 7 23% ✓
F. Getting contact information 9 30% ✓
TOTAL 30 100%

CHART: Bar Graph showing the percentage of activities India Export Mart Ltd. is trying to
achieve by doing digital marketing.

35%
30%
30%
27%

25% 23%

20%
17%

15%

10%

5% 3%
0%
0%
Attracting Attracting Market research Creating an Attracting Getting contact
customers to get customers to to internet presence customers to our information
ads revenue sell their products physical shops

ANALYSIS & INTERPRETATION: India Expo Mart Ltd. is trying to attract customers to
its website and social media channels to help sell its product, create an internet presence, attract
customers to their physical place, and get contact information. They do not involve themselves
with attracting customers to their website or social media channels for the sale of earning ads
revenue/selling products nor conducting market research.

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QUESTION E.3. Would you like to see India Expo Mart Ltd. on more social platforms?
OPTIONS RESPONSES PERCENTAGE
A. Yes 22 72% ✓
B. No 6 28% ⨉
TOTAL 30 100%

CHART: Pie Chart showing if India Expo Mart Ltd. needs to be on more social platforms.

28%

72%

Yes No

ANALYSIS & INTERPRETATION: 72% of the respondents states that India Exposition
Mart Ltd. needs to be on more social platforms to increase its internet presence through the
process of digital marketing and 28% of the respondents justifies that there is no need for them
to be on more social platforms.

25
QUESTION E.4. What is the preferred digital marketing platform for India Expo Mart Ltd?
OPTIONS RESPONSES PERCENTAGE
A. Facebook 16 53%
B. Twitter 6 20%
C. YouTube 5 17%
D. Instagram 3 10%
TOTAL 30 100%

CHART: Bar Graph showing the percentage of preferred digital marketing platforms for India
Expo Mart Ltd.

60%
53%
50%

40%

30%

20%
20% 17%

10%
10%

0%
Facebook Twitter YouTube Instagram

ANALYSIS & INTERPRETATION: As per the responses 53% state that India Exposition
Mart Ltd.‘s go-to platform for digital marketing is Facebook, then Twitter with 20%, 17% of
the time YouTube is preferred, and at last Instagram at only 10%.

26
QUESTION V.1. How do web-based media commercials impact your choices?
OPTIONS RESPONSES PERCENTAGE
A. Makes my decision easier 19 27%
B. Makes me aware of new promotions and offers 22 32%
C. Gives me a clear idea of affordable and quality
9 13%
products
D. Confuses me because of the large variety 7 10%
E. Leads to manipulation 8 11%
F. Makes my decision even more complicated 5 7%
TOTAL 70 100%

CHART: Bar Graph showing how web-based media commercials impact your different
decisions.

35% 32%
30% 27%
25%

20%

15% 13%
10% 11%
10% 7%
5%

0%
Makes my Makes me aware Gives me a clear Confuses me Leads to Makes my
decision easier of new idea of affordable because of the manipulation decision even
promotions and and quality large variety more complicated
offers products

ANALYSIS & INTERPRETATION: The above response shows that most of the respondent
i.e., 32 per cent thinks that web-based commercial makes them aware of new promotion and
offers. 27 per cent makes their buying decision easier. 13 per cent of the customer gets a clear
idea of affordable and quality product available. 10 per cent gets confused because of the large
variety of choices. 11 per cent of respondent thinks it leads to manipulation, and only 7 per
cent thinks it makes their decision even more complicated.

27
QUESTION V.2. Does social media play an important role in Digital Marketing?
OPTIONS RESPONSES PERCENTAGE
A. Strongly Agree 36 51%
B. Agree 15 21%
C. Neutral 9 13%
D. Disagree 7 10%
E. Strongly Disagree 3 5%
TOTAL 70 100%

CHART: Pie Chart showing the importance of social media in digital marketing.

5%
10%

13% Strongly Agree

Agree

51% Neutral
Disagree
Strongly Disagree

21%

ANALYSIS & INTERPRETATION: 51 per cent of respondents shows that they strongly
agree that social media plays an important role in digital marketing, while also 21 per cent
agree, 13 per cent choose to stay neutral, 10 per cent disagreed, and 5 per cent strongly
disagreed.

28
QUESTION V.3. For each of the following areas listed, how effective do you think these
digital marketing activities are?
NOT SOMEWHAT VERY
OPTIONS EFFECTIVE
EFFECTIVE EFFECTIVE EFFECTIVE
A. SEO ⨉ ⨉ ✓ ⨉
B. Google Ads ⨉ ✓ ⨉ ⨉
C. Facebook Ads ⨉ ⨉ ⨉ ✓
D. E-mail Marketing ⨉ ✓ ⨉ ⨉
E Others ✓ ⨉ ⨉ ⨉

ANALYSIS & INTERPRETATION: According to the average responses SEO tools are
considered effective whereas Google ads and E-mail making are somewhat effective. While
the most effective digital activity for India Exposition Mart Ltd. is still Facebooks Ads.

CHART: Bar Graph showing the effectiveness of the different digital marketing activities
undertaken in India Expo Mart Ltd.

SEO

Google Ads

Facebook Ads

E-mail Marketing

Others

0% 10% 20% 30% 40% 50% 60% 70%

Very Effective Effective Somewhat Effective Not Effective

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WORKINGS:
NOT SOMEWHAT VERY
OPTIONS EFFECTIVE
EFFECTIVE EFFECTIVE EFFECTIVE
No. % No. % No % No %
A. SEO 9 13% 10 14% 27 39% 7 10%
B. Google Ads 11 16% 21 30% 13 18% 5 7%
C. Facebook Ads 6 9% 7 10% 10 14% 42 60%
E-mail
D. 8 11% 23 33% 16 23% 12 17%
Marketing
E. Others 36 51% 9 13% 4 6% 4 6%
TOTAL 70 100% 70 100% 70 100% 70 100%

30
QUESTION V.4. How satisfied are you with India Expo Mart‘s digital marketing activities?

ANALYSIS & INTERPRETATION: The average response is that the employees of India
Exposition Mart Ltd. gave 4-star ratings out of 5 stars on the question of how satisfied they
were with their company‘s digital marketing activities.

CHART: Bar Graph showing the percentage of ratings given by employees of India Expo Mart
Ltd.

50%
44%
45%
40%
35%
30% 26%
25%
20%
15% 13%
10%
10% 6%
5% 1%
0%
☆☆☆☆☆ ★☆☆☆☆ ★★☆☆☆ ★★★☆☆ ★★★★☆ ★★★★★

WORKINGS:
OPTIONS RESPONSES PERCENTAGE
1 1% ⨉
A.

4 6% ⨉
B.

7 10% ⨉
C.

18 26% ⨉
D.

E. 31 44% ✓

9 13% ⨉
F.
TOTAL 70 100%

31
 7. FINDINGS

• India Exposition Mart Ltd is in the process of adapting to online media advertising
procedures. This study assisted with investigating the impact of digital marketing and what
it means for their organization.

• We came to know that IEML gains its visitors and guests from various sources through the
process of digital marketing, Facebook and YouTube being the main contributors.
Individuals say that digital marketing opens them to various information, and events
circulating. wide assortments and assists them with setting aside cash and time. Individuals
emphatically accept that web-based media assumes a vital part in web-based media
promotion.

• The members want IEML to stand more on digital platforms and prefer using digital
channels for communication, they also want the organization to use more digital platforms,
as is mentioned in the theory social media has provided a two-way communication flow,
thus digital marketing can help in building a good relationship between the company and
its.

32
 8. CONCLUSION

● As it is said digital presence and social media are the new phase of marketing and have made
changes in the field of working of marketing, this has been seen in the findings and the
theory presented.
● People have different views about it. But the fact is this digital marketing has tremendous
potential to increase sales provided businesses should know to implement it in the right way.
● Benefits like increased brand recognition and better brand loyalty can be gained through an
effective digital media plan. Digital marketing campaign help in reduction in costs, boost
inbound traffic, and better ranking in search engines.

33
 9. SUGGESTIONS

Understanding Tools and Technology: There is a need to understand the basic concepts of
digital marketing tools and technologies w.r.t operations and implementation. This will help in
deciding on the right tools, technologies, software, social media platforms, content, and
strategies for implementing digital marketing tactics. Business houses can utilize digital tools
and platforms to target advertising, create leads, analyse campaign efficacy, and make data-
backed suggestions about discounts and other management decisions.

Know Your Customers: In digital marketing, ROI is depending on the proper segmentation
of the consumers/audience. The digital content needs to be created truly as per the customers
to make a better impact and connect with them, which leads to an increase in traffic and leads
for the business. Consumers want to feel a personal connection with store or brands and digital
marketing tools enables business houses to connect with their customers by suggesting they
buy products or services based on their previous browsing or buying behaviour. Also, there are
platforms available to send personalized emails or messages alerting the customers to buy or
customized the products and services and provide offers based on their shopping history. Thus,
to meet the expectations of the consumers, one should know the customer.

Customer First Policy: The mechanism of feedback, review, and complaints should be an
essential part of the digital marketing strategy and based on the reviews of the consumers, an
appropriate course correction in the strategies to be adopted and if required, the quality of the
product/service should be improved. Also, there should be a Quick response to the queries of
the customer. To build trust between customers and businesses, satisfied customers should be
turned into promoters for the brand using digital marketing tools and platforms. Satisfied
customers will promote the products and services to friends and family, while unsatisfied
customers will destroy the brand image and not only might churn, but they could dissuade
potential new customers to buy the products.

Creating and Sustaining a Brand: To gain the trust of the consumers and to survive, the
creation of a brand is one of the most important aspects without which the business becomes
just another faceless name in the gamut of advertisements. Strategies to be designed to keep
the consumer demands the same brand. Digital marketing, through social media or other means,
engages the customers and helps in building the brand.

34
 10. LIMITATIONS

The study is subjected to the following limitations:

• Time Constraint: To the time limitation I could not gather more information to justify the
exact condition.

• Lack of Knowledge: As a student, in the research field, I have no past practical experience
in data collection, data processing, data analysis, integration, and presentation.

• Small Sample Size: The study is limited by the size of the sample. As the sample size is
very small, geographical and regional differences could not be included.

• Customer’s Willingness: Most of the customers of the working and employees. So, they
could not give me enough time to fill up the questionnaire.

35
 11. REFERENCES

There was an extensive need for and flow of information while analysing and writing the report,
which was gathered through various sources, listed below

BOOKS:
• Vandana Ahuja 2015 - ‗Digital Marketing‘
• Dawn McGruer 2020 - ‗Dynamic Digital Marketing: Master the World of Online

WEBSITES:
• https://indiaexpomart.com/
• https://www.scribd.com/
• https://www.greaternoidaauthority.in/ieml

36
 12. ANNEXURE

12.2 EMPLOYEES

NAME:
AGE:
DESIGNATION:

Q E.1. Which of the following digital marketing activities does India Expo Mart Ltd. do?
A) Website improvements and SEO
B) Social media improvements and SEO
C) Google Ads (Google and YouTube)
D) Facebook Ads (Facebook and Instagram)
E) E-mail Marketing
F) Brand Awareness and Brand Improvements
G) Did Nothing

Q E.2. What is India Expo Mart Ltd. trying to achieve by doing digital marketing?
A) Attracting customers to get ads revenue
B) Attracting customers to sell our products
C) Market research
D) Creating an internet presence
E) Attracting customers to our physical shops.
F) Getting contact information.

Q E.3. Would you like to see India Expo Mart Ltd. on more social platforms?
A) Yes
B) No

37
Q E.4. What is the preferred digital marketing platform for India Expo Mart Ltd?
A) Facebook
B) Twitter
C) YouTube
D) Instagram

38
12.1 VISITORS

NAME:
AGE:
OCCUPATION:

Q V.1. How do web-based media commercials impact your choices?

A) Makes my decision easier
B) Makes me aware of new promotions and offers
C) Gives me a clear idea of affordable and quality products.
D) Confuses me because of the large variety
E) Leads to manipulation
F) Makes my decision even more complicated

Q V.2. Does social media play an important role in Digital Marketing?

A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree

Q V.3. For each of the following areas listed, how effective do you think these digital marketing
activities are?
NOT SOMEWHAT VERY
OPTIONS EFFECTIVE EFFECTIVE EFFECTIVE EFFECTIVE
A. SEO
B. Google Ads
C. Facebook Ads
D. E-mail Marketing
E Others

39
Q V.4. How satisfied are you with India Expo Mart‘s digital marketing activities?

Thank you for your valuable time ☺

40