A

PROJECT REPORT ON

“STUDY ON DIGITAL MARKETING AND ITS IMPACT ON REVENUE

GENERATION”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

BACHELORS OF BUSINESS ADMINISTRATION DEGREE

UNDER THE SUPERVISION OF SUBMITED BY:

Ms.Sapna Ahlawat Sujal Bharti

Assistant Professor Roll no.-216078

GITM, Gurgaon BBA 6th Sem.

GLOBAL INSTITUTE OF TECHNOLOGY AND MANAGEMENT,

FARRUKHNAGAR, HARYANA

2021-2024

i
 ACKNOWLEDGEMENT

“Gratitude is the hardest of emotions to express and one often does not find adequate words
to convey what one feels and trying to express it.”

The present project file is an amalgamated of various thoughts and experiences. The
successful completion of this project report would have not been possible without the help
and guidance of Ms. Sapna Ahlawat, Assistant Professor, GITM, Gurgaon. I take this
opportunity to thank all those who have directly and indirectly inspired, directed and helped
me towards successful completion of this project report.

There are several other people who also deserve much more than a mere acknowledgement
at their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted
help and cooperation intended to me by them.

Sujal Bharti

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 SELF DECLARATION

I,SUJAL BHARTI, hereby declare that the project entitled “STUDY ON DIGITAL
MARKETING AND ITS IMPACT ON REVENUE GENERATION ” is original work, in
the partial fulfillment of the requirement for the degree of Bachelor of Business
Administration(6th semester) Maharishi Dayanand University/ Gurugram University and has
not been submitted to any other university or institute for the award of any degree or diploma.

I also declare that this summer training report is my own preparation and not copied from
anywhere else.

Signature of Candidate

Sujal Bharti

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 CERTIFICATE BY INTERNAL GUIDE

This is to certify that the contents of the report entitled “STUDY ON DIGITAL
MARKETING AND ITS IMPACT ON REVENUE GENERATION ” by Sujal bharti,
Roll no.- 216078 , submitted to Global Institute of Technology & Management for the award
of Bachelor of Business Administration (BBA 6 TH Semester) is original research work
carried out by her under my supervision. This report has not been submitted either partly or
fully to any other University or Institute for award of any degree or diploma.

Ms. Sapna Ahlawat

Assistant Professor

Department of Management Studies

Global Institute of Technology & Management.

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 CONTENTS

I. Acknowledgement

II. Self Declaration

III. Certificate by Internal

Guide

S. No. Chapters Page No.

1. 1 – 10
Chapter 1: Introduction

2. 11 – 20
Chapter 2: Review of Literature

3. 21 - 24
Chapter 3: Research Methodology

4. 25 - 48
Chapter 4: Data Analysis and
Interpretation

5. 49 - 51
Chapter 5: Recommendations and
conclusion

6. References & Bibliography 52 - 53

7. Annexure 54 - 60

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 CHAPTER 1
INTRODUCTION

1
 INTRODUCTION
Digital marketing typically refers to online marketing campaigns that appear on a computer,
phone, tablet, or other device. It can take many forms, including online video, display ads,
search engine marketing, paid social ads and social media posts. Digital marketing is often
compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly,
television is usually lumped in with traditional marketing.

Digital marketing considers how individual tools or digital channels can convert prospects. A
brand's digital marketing strategy may use multiple platforms or focus all of its efforts on 1
platform. For example, a company may primarily create content for social media platforms
and email marketing campaigns while ignoring other digital marketing avenues.

On the other hand, inbound marketing is a holistic concept. It considers the goal first, then
looks at the available tools to determine which will effectively reach target customers, and
then at which stage of the sales funnel that should happen. As an example, say you want to
boost website traffic to generate more prospects and leads. You can focus on search engine
optimization when developing your content marketing strategy, resulting in more optimized
content, including blogs, landing pages, and more.

The most important thing to remember about digital marketing and inbound marketing is that
as a marketing professional, you don’t have to choose between the 2. In fact, they work best
together. Inbound marketing provides structure and purpose for effective digital marketing to
digital marketing efforts, making sure that each digital marketing channel works toward a
goal.

Why is digital marketing important?

Any type of marketing can help your business thrive. However, digital marketing has become
increasingly important because of how accessible digital channels are. In fact, there were 5
billion internet users globally in April 2022 alone.

From social media to text messages, there are many ways to use digital marketing tactics in
order to communicate with your target audience. Additionally, digital marketing has minimal
upfront costs, making it a cost-effective marketing technique for small businesses.

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Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, TV and radio advertisement. The rapid growth of
Digital Marketing Industry is a direct consequence of the global phenomenon that is the
Internet, and effectiveness of Digital Marketing channels in generating revenue and
awareness. Compared to traditional methods of advertising, Digital Marketing offers rather
realistic costs (particularly important for small- and medium-size businesses and start-ups),
accurate targeting and excellent reporting. Digital Marketing (also Online Marketing, Internet
Marketing or Web Marketing) is a collective name for marketing activity carried out online,
as opposed to traditional marketing through print media, live promotions, tv and radio
advertisement. The rapid growth of Digital Marketing Industry is a direct consequence of the
global phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly important for small- and medium-size
businesses and start-ups), accurate targeting and excellent reporting.

DIGITAL MARKETING IMPACT ON REVENUE GENERATION

Digital marketing is a new trend in marketing, unlike traditional marketing most of

companies not use their own marketing channels for digital marketing mostly it can be
outsourced to third parties like digital marketing agencies like Identical Design Group
consultancy ltd. Companies like Identical Design Group generating revenue using digital
marketing it has great impact on revenue model of these companies. Spending’s of various
companies on digital marketing is a revenue for digital marketing agencies like Identical
Design Group. Digital marketing has a significant impact on revenue generation for
businesses. By leveraging online channels such as social media, search engines, email, and
websites, businesses can reach a wider audience, engage potential customers, and convert
leads into sales. Effective digital marketing strategies, like targeted advertising and
personalized content, can enhance customer experience, build brand loyalty, and ultimately
increase revenue streams. Moreover, digital marketing allows businesses to track and analyze
customer behavior, enabling data-driven decision-making and optimization of marketing
campaigns for better ROI.

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EVOLUTION OF DIGITAL MARKETING

Over 170 million people use social media; people are consuming digital content on a daily
basis. Very soon, traditional marketing platforms will disappear, and the digital market will
completely take over The positive aspects of digital marketing are numerous. Unlike
traditional marketing, digital marketing is more affordable.

The term Digital Marketing was first used in the 1990s. The digital age took off with the
coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform
allowed users to find the information they wanted but did not allow them to share this
information over the web. Up until then, marketers worldwide were still unsure of the digital
platform. They were not sure if their strategies would work since the internet had not yet seen
widespread deployment.

In 1993, the first clickable banner went live, after which hotwired purchased a few banner ads
for their advertising. This marked the beginning of the transition to the digital era of
marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital
marketplace. The very same year, Yahoo was launched. Also known as "Jerry's Guide to the
World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within
the first year. This prompted wholesale changes in the digital marketing space, with
companies optimizing their websites to pull in higher search engine rankings. 1996 saw the
launch of a couple of more search engines and tools like HotBot, LookSmart, and Alexa.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought
to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller
search engines were either left behind or wiped out leaving more space for the giants in the
business. The digital marketing world saw its first steep surge in 2006 when search engine
traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left
behind, Microsoft put MSN on the backburner and launched Live Search to compete with
Google and Yahoo.

Then came Web 2.0, where people became more active participants rather than remain
passive users. Web 2.0 allowed users to interact with other users and businesses. Labels like
‘super information highway’ began to be applied marketing in the US alone brought in
around $2.9 billion.

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Soon, social networking sites began to emerge. MySpace was the first social networking site
to arrive, soon followed by Facebook. Many companies realized all these fresh new sites that
were popping up were beginning to open new doors of opportunities to market their products
and brands. It opened fresh avenues for business and signaled the beginning of a new chapter
to business. With new resources, they needed new approaches to promote their brands &
capitalize on the social networking platform.

The cookie was another important milestone in the digital marketing industry. Advertisers
had begun to look for other ways to capitalize on the fledgling technology. One such
technique was to track common browsing habits and usage patterns of frequent users of the
internet so as to tailor promotions and marketing collateral to their tastes. The first cookie
was designed to record user-habits. The use of the cookie has changed over the years, and
cookies today are coded to offer marketers a variety of ways to collect literal user data.

Products marketed digitally are now available to customers at all times. Statistics show that
posting on social media is the top online activity in the US. The average American spends 37
minutes a day on social media. 99% of digital marketers use Facebook to market, 97% use
Twitter, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers have acquired
customers through Facebook. 67% of Twitter users are far more likely to buy from brands
that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The top
three social networking sites used by marketers are LinkedIn, Twitter, and Facebook.

Digital marketing isn't just a rapidly growing force in the current marketing landscape; it's
poised to shape the future of marketing. It's highly likely that digital media will eventually
replace more traditional forms. While older generations may mourn the decline of paper-
based newspapers, books, and traditional TV and radio, those who've grown up with the
internet and mobile phones see digital consumption as the new norm.

The facts show that digital methods of communication and marketing are swifter, more
adaptable, practical, and streamlined. Therefore, it's not surprising that with the availability of
technology, we swiftly entered the digital age. The exciting news is that digital marketing
offers tremendous potential, benefiting both marketers and consumers alike.

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IMPORTANCE OF DIGITAL MARKETING

In today's world, digital marketing has become a critical component of any business's
success. With more and more people spending their time online, businesses that don't have an
online presence risk falling behind their competitors. In this article, we will discuss the
importance of digital marketing and why it is essential for businesses of all sizes.

1) Increased Reach and Visibility

One of the most significant advantages of digital marketing is its ability to reach a vast
audience. With billions of people using the internet daily, businesses can use various digital
channels to target specific demographics and engage with them in a more personalized way.
This increased reach and visibility can lead to more leads, sales, and brand recognition.

2) Cost-Effective

Digital marketing is a cost-effective way for businesses to promote their products and
services. Compared to traditional marketing methods such as print advertising and television
commercials, digital marketing channels such as social media, email marketing, and content
marketing are relatively inexpensive. This means that even small businesses with limited
budgets can compete with larger competitors.

3) Measurable Results

Digital marketing offers businesses the ability to track and measure their results. By using
analytics and other tools, businesses can gather valuable data on their audience, such as their
demographics, interests, and behavior online. This data can then be used to refine their
marketing strategies and improve their ROI.

4) Increased Engagement

Digital marketing channels such as social media and content marketing offer businesses the
ability to engage with their audience in a more personalized way. By creating high-quality
content that resonates with their audience, businesses can build trust and credibility with their
customers, leading to increased loyalty and repeat business.

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 5) Mobile Access

Mobile access in digital marketing capitalizes on the widespread use of smartphones. It

ensures businesses can reach their audience anytime, anywhere, delivering tailored content
and services through mobile apps, websites, and targeted messages, maximizing engagement
and convenience for users on their handheld devices.

6) Brand Building

Brand building is the strategic process of creating and enhancing a brand's reputation,
visibility, and recognition. It involves consistent messaging, quality products/services, and
positive customer experiences. Through effective brand building, businesses establish trust
and loyalty, fostering strong connections with their audience, leading to increased customer
retention and market credibility.

7) Competitive Advantage

In today's competitive business landscape, digital marketing can provide businesses with a
significant advantage over their competitors. By using digital channels to reach and engage
with their audience, businesses can differentiate themselves from their competitors and create
a more recognizable brand.

CHANNELS OF DIGITAL MARKETING

Digital marketing encompasses variour channels that businesses use to reach their target
audience online. Some of the key channels in today’s digital marketing landscape include:-

Website Marketing

A website is the centerpiece of all digital marketing activities. Although it can be used alone
as a very potent channel, it is also the necessary medium for carrying out a range of online
marketing activities. A website should represent a brand, product, and service in a clear and
memorable way. It ought to be quick, responsive, and simple to use on smartphones and
tablets.

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Pay-Per-Click Advertising

Pay-per-click (PPC) advertising enables marketers to reach internet users on a number of

digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing,
LinkedIn, X platform (formerly Twitter), Pinterest, and Facebook and show their ads to
people searching on terms related to products or services.

These campaigns can segment users based on their demographic characteristics (such as age
or gender), or even target their particular interests or location. The most popular platforms
for PPC are Google Ads and Facebook Ads.

Content Marketing

Reaching prospective consumers by using content that appeals to them is the objective for
marketing based on content.Content is usually published on a website and then promoted
through social media, email marketing, search engine optimization, or even pay-per-click
campaigns. Webinars, podcasts, infographics, blogs, ebooks, as well as online courses
constitute some of the content tools used for advertising.

Email Marketing

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

Social Media Marketing

The primary goals of a social media marketing campaign are to build brand awareness and
establish social trust. As you go deeper into social media marketing, you can use it to obtain
leads and as a direct marketing or sales channel. Promoted posts and tweets are two
examples of social media marketing.

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Affiliate Marketing

Affiliate marketing is one of the oldest forms of marketing, and the internet has given it new
life. 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
including Amazon have affiliate programs that pay out millions of dollars per month to
websites that sell their products.

Influencer Marketing

Influencer marketing is a strategy where businesses partner with individuals, influencers,

who have large social media followings. These influencers promote products/services,
leveraging their authenticity and credibility. This approach enhances brand visibility, builds
trust, and drives engagement, making it a potent method to reach and influence a target
audience effectively.

Video Marketing

YouTube is one of the most popular search engines in the world. A lot of internet users turn
to YouTube before making a buying decision, to learn something, to read a review, or just to
relax.

Marketers can use any of several video marketing platforms, including Facebook Videos,
Instagram, and TikTok, 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 nonprofit organizations also use text messages (formally known as SMS, or
short message service) to send information about their latest promotions or give
opportunities to willing customers. Political candidates running for office also use SMS
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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 CHAPTER 2

LITERATURE REVIEW

10
 REVIWE OF LITERATURE
Yakup D.&Ibrahim H.E.(2016) this study tries to explain digital marketing periods and
advantages, experienced transition and diff srence between traditional and digital marketing.
Abstract-Lately, with the information technology improvements and broadband internet
service spreading, speed of access to digital environment. Thus,while communication rules
change, field and definition of marketing changes too. With the development of IT
technologies, traditional marketing method leave sits place to digital day by day.

Morteal.(2002) has stated that today,monotonous advertising and marketing techniques have
given way to digital marketing. In addition, it is so powerful that it can help revive the
economy and con create tremendous opportunities for governments to function in more
efficient manner (munshi, 2021). Firms in Singapore have tested the success of digital
marketing tools as being effective and useful for achiveving results. (Teo, 2005).More
importantly, growth in digital marketing has been due to the rapid advances in technologies
and changing market dynamics.

Wixom & Todd (2005) has explained in his articlethere are some elements that affect the
organic listings such as content, keyword, inbound links, tags and the page rank of a website,
and so no. The work of a business is trying to get as high ranking as feasiable on the result
page and improving those elements concerned.

Mangold & Faulds (2009) has stated that word-of-mouth is linked with creating new
members and increasing traffic on the website,pages or online event which in return increases
the visibility in terms of marketing communicate with million of people about products and
services and has opened new marketing opportunities. Ensuring this to be successful it is
required for the business to setup effective communication strategies to engage the customers
and enhancing their experience on specific product or service.

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Hanna et al.(2011) has stated that marketing professional must truly understand online social
marketing campaigns and understand how to do it effectively with performance measurement
indicators. As the market dynamics all over the world are changing in relation to the young
audience accessibility to social media and usage. It is important that stragic integration
approaches are adopted in organization’s digital communication plan.

Zhang et al.(2013) in their article has stated that blogs as a tool for digital marketing have
successfully created an impact for increasing sales revenue,especially for product where
customers can read reviews have worked really well as part of their overall strategic
marketing strategy.

Salehi M. et al.(2012) compares both internet based as well as traditional marketing,digital

marketing is more economical and faster way to reach out to buyer directly and is the ideal
way for business to advertise locally or internationally. As the result in case of ccomparison
both types of marketing can help trader and marketer to do business. Each has advantages and
disadvantages.In traditional marketing consumers can see and touch the real goods and serice
but the domain of effect is low, on the other hand using of digital marketing will exceed the
boundaries and introduce goods and services to the demographic of internet users.Also using
the internet would be more chipper, faster and convenient for marketing. Approximately the
advantage of digital marketing are much more than advantages of traditional marketing.

YazdanifardR. Et al. (2013) in his article digital marketing is an interesting topic especially
for researchers in the marketing field it is a new way of marketing a product/service globaltly
to the targeted market around the world. This paper introduces a new approach concerning
digital marketing in electronic commerce; showing how advertisers need this innovation to be
successful. This also relieves marketing manager for more value added tasks such as
marketing plan for better development of the company.

Chaffey(2013) has started that the term of digital marketing is comparatively new yet its
impact is huge,intimidating and complicated.Being one of the important tools in promotion

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mix, businesses are looking for a definite way to start and accommodate digital marketing but
they have lack of understanding and implementing it. Now-a-day, social Medias such as
Facebook, Google plus, Twitterand other social Medias have effectively transformed the
attitudes and perceptions of targeted consumers with reliable data with reliable data with real-
time feedback of customer experiences. Generally digital marketing is the use of modern
technologies to help marketing activities to improve customers knowledge by matching their
needs and wants.

Shankar etal.(2011) in their research determined that retailers can increase awareness of
their brand by being creative when engaging customers on social media sites.”As more
shoppers are using social media (e.g., Twitter, facebook, Myspace and linkedIn) and rly on
them for marketing shopping decisions, promotion through these media has become
important”.

Stuart E.J (2014) day by there is upward growth of online service in regular usages by
consumers.However ,traditional marketers somehow do not want to admit that the world
changed. They are slow in taking advantages of new opportunities presented to them. B2B-
enhances supply chain process to pay much attention to real-world business process, adapt
automated systems to business behavior and mingle content and technologies with crucial
information systems.

Garder‘s survey (2013), the top priority in digital marketing investment will be to improve
commerce experiences through social marketing, content creation and management and
mobile marketing. Major findings additionally revealed that social media marketing, digital
advertising, and websites—all parts of digital economic—are the main sources of a
company's marketing success. Furthermore, money saved by utilizing digital marketing can
be put to better use.In addition, savings made by using digital marketing can be reinvested
elsewhere. Normally, companies spend 10 percent of their revenue on marketing and 2.4
percent on digital marketing, which will increase to 9 percent in the future.

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J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
“Impact of E-commerce on marketing”. Marketing is one of the business function most
dramatically affected by emerging information technologies. Internet is providing companies
new channels of communication and interaction. It can create closer yet more cost effective
relationships with customers in sales, marketing and customer support.Companies can use
web to provide ongoing information, service and support. Also, it creates positive consumer
interaction that may create strong relationships and encourage repeat clients.

Economic times published article on “Indian companies using digital marketing for
competitive advantage” in Oct 2014. According to this article a growing number of marketers
in India are leveraging digital marketing to increase their competitive advantage, a research
by Adobe and CMO Council has revealed. ndia comes in first in the study's rating of the
value of digital marketing as an asset of competitive advantage.. Ninety-six per cent of the
Indian marketers have high confidence in the ability of digital marketing to drive competitive
advantage. It is among the highest in Asia-Pacific APAC with only Australia leading with 97
per cent, the research said. However, while Indian marketers believe that the key driver to
adopting digital is a growing internet population (70 per cent in India against 59 per cent in
APAC), their belief that customer preference and digital dependence drive the adoption of
digital, and that digital can engage the audience, is lower than the APAC averages, it added.

Harridge and Quinton (2012) estimated that consumers generated more than500 billion
impressions about products and services through social media in2011, approximately one-
quarter of the number of impressions createdthrough all forms of online advertising. Those
earned media impressions help people learn about products

Zenith Rava et al (2014) in their article has introduced new dimension with the rapidly
changing requirements of the the people all over the globe. It has highlighted novel concepts
with modernized tinge before the world and thrown a huge bunch of opportunities and
facilities.India ranks on third position in terms of internet users all over the globe, which is
equally giving a quick rise to the online shopping trend in India. We can see a huge scope in
online shopping as it has great potential to become big in India and of course all over the
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world too. The online shopping trend is popping up as a boon in disguise for many small and
medium enterprises by giving them golden opportunities to expand and flourish their business
and along with joining hands with major Indian online portals to display their products and
advertise their services. We can term online shopping as “ A hunt of new world where all
your searches ands at one destination”.

Peter S.H.Leeflang et al.(2014) in their article stated that internet usage continues to
explode across the world with digital becoming an increasingly important source of
competitive advantage in both B2C marketing .A great deal of attention has been focused on
the tremendous opportunities digital marketing presents, with little attention on the real
challenges companies are facing going digital. In this study,we present these challenges based
on results of a survey reval that filling ,,,talent gaps’’’, adjusting the ,,,organizational
design’’’,and implementing,,,actionable metrics’’’ are the biggest improvement opportunities
for companies across sectors.

Afrina Yasmin et al.(2015) in their article has stated that marketers are faced with new
challenges and opportunities within this digital age .Digital marketing is the utilization of
electronic media by the marketers to promote the products or services into the market. The
main objective digital marketing is attracting customers and allowing them to interact for
both marketers and consumers. We examine the effect of digital marketing on the firms”sale
Additionally, this paper shows some differences between digital and traditional
marketing.The study explored the different types of digital marketing, their success, and the
way it impact a company's sales.. The examined sample consists of one hundred fifty firms
and fifty executive which have been randomly selected to prove the effectiveness of digital
marketing.

Dave Chaffey(2002) defines internet marketing as “Applying Digital technologies which

form online channels(web, e-mail, databases,plus mobile/wireless& digital TV) to contribute
to marketing activities aimed at achieving profitable acquisition and retention of customers
(within a multi-channel buying process and customer lifecycle)through improving our
customer knowledge communications and online sevices that match their individual needs.”
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Chaffey’s definition reflects the relationship marketing concept, it emphasis that it should not
be technology that drives Electronic marketing, but the business model.

Chaston& Mangles(2003) examined the influence of marketing style on the utilization of the
Internet among small UK manufacturing firms.They employed a quantitative methodology to
determine whether, in business-to-business markets, the Internet is a technology that will be
managed differently by firms that have adopted a relationship versus a transactional
marketing orientation. The research was conducted through mailed questionnaires on asample
of 298UK small firm.Insufficient evidence was found to support the view that relationship-
orientated competitors, exhibit differing perceptions about the nature of online markets.

Curran et al.(2011) have discussed social media sites such as facebook are better than other
advertising avenues because it stores information on all its usere thus ensuring marketing
reaches a retailer’s specific target market.Social media sites are a great stage for retailers to
create an experience and retailers can use information strored on social media sites to
improve user experience with their brand.

Rajiv Kaushik(2016) in his article digital marketing is rising in India with fast pace. Many
Indian companies are using digital marketing for competitive advantage. Success of
marketing campaign cannot be solely achieved by digital marketing only. Rather for success
of any marketing campaign it should fully harness the capablilities of various marketing
techniques available within bath the traditional and modern marketing.Startups who use
digital marketing many times got failed. Based on this study, it's an opportunity for more
revenue with the careful application of digital marketing strategies.

Santanu K. Das & Dr. Gouri S.L.(2016) has explained in their article the world has
transitioned into a digital environment. For today’s businesses, businesses, it is imperative to
have a wedsite and use the web as a means to interact with their customers.There are some
successful traditional marketing strategies,particularly if you are reaching a largely local
audience,but it is important to take advantage of digital marketing so as to keep up in today’s

16
world.Digital marketing is also known as Internet marketing ,but their actual processes
differ,as digital marketing is considered more targeted, measurable and interactive. It includes
Internet marketing techniques, such as search engine optimization(SEO),search engine
marketing (SEM)and link building.

Yakup D.&Ibrahim H.E.(2016) this study tries to explain digital marketing periods and
advantages, experienced transition and diff srence between traditional and digital marketing.
Abstract-Lately, with the information technology improvements and broadband internet
service spreading, speed of access to digital environment. Thus,while communication rules
change, field and definition of marketing changes too. With the development of IT
technologies, traditional marketing method leave sits place to digital day by day.

Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of
Marketing. Online banner advertising has great potential as an advertising medium. It is easy
to create, place and use. It offers companies targeting well educated, innovative, affluent
males/females or students with great potential for success as their segments are highly
represented.

Vikas Bondar has published his article on “sales and marketing strategies” Internet is a
really good thing. The Internet gives people a greater amount of information as we need. It is
the best way to get a comparison of the products that we need. If we are interested in buying,
it is best for us to check the Web sites. Also if we would like to make our own Web page we
can do this, without paying a lot of money. From where do we set all this information? The
answer is from advertising, which we see, everywhere: on TV, on the Internet, in the
newspapers and more. Year after year we get more and more new, interesting information
and in the future the Internet use will increase more than now. This article explains how
internet is useful tool for advertisement.

Jaffrey Graham45 has published his article entitled “Web advertising’s future eMarketing
strategy” Morgan Stanley Dean Witter published an equity research report analysing the

17
Internet marketing and advertising industry. The research from many organizations is
examined in the report, which also calculates the price and efficacy of advertising across
distinct materials. Branding on the Internet works. For existing brands, the Internet is more
effective in driving recall than television, magazines, and newspapers and at least as good in
generating product interest.

Andy mallinson in digital marketing magazine on Jan 23 2015 published article titles how
social media engagement will impact the retail space it says Traditionally, social networks
have not been used as a tool to directly drive ecommerce sales, but as Nielsen reported in its
Global ecommerce report in August 2014, an estimated 61% of people spend a considerable
amount of time researching products through online channels before making a purchase. And
interestingly, a significant 43% of consumers revealed that they specifically browse through
outlets such as Facebook, Twitter, Pinterest, Instagram and Google+ to seek inspiration for
the types of products to buy.

Salehi, M.mirzaeiH & Aghaei ,M(2012) compares both internet based as well as traditional
marketing ,internet marketing is more economical and faster way to reachout to buyer
directly and is the ideal way for business to advertise locally or internationally . As the result
in case of comparison; both types of marketing can help traders and marketers to do
business.. Approximately, the advantages of internet marketing are much more than
advantagesof traditional marketing.

Jacob (2014) describes ‘sponsored content’ as content that appears to be earned or written by
an influential source, such as newspaper editor, celebrity endorsements orinfluencer
endorsements. But it’s ultimately an advertisement, which is trying not to appear as one. Both
Jacob (2014) and the mobile marketing association (2016) suggest that we will see growth in
this media, as a means to evade the rise in adblocking software.

Taylor (2015) predicts that by 2020 that all traditional outdoor advertising space in major
cities will be replaced by digital displays. It is worth nothing that a lot of DOOH (traditional

18
and non-traditional media interlink) can be used in tandem with programmatic, to create an
immersive experience that changes based on real time variables.

Stuart E.J (2014) day by day there is upward growth of online services in regular usages by
consumers. However, traditional marketers somehow do not want to admitthat the world
changed. They are slow in taking advantages of new opportunities presented to them. B2B
enhances supply chain process need to pay much attention to real world business process,
adapt automated systems to business behaviour and mingle content and technologies with
crucial information systems.

MC Kinsey &company (2016) supports these claims and states that by 2019, non-traditional
will be dominate source of marketing spend. Conversely MC Kinsey & company (2016) also
note that overall spending in marketing and advertising is set to increase year on year as a
compounded figure of 5.1 %.

Edelman (2013) concurs and suggest that 8/10 consumers believe a message after 3 viewing.
Digital media can easily be tracked but the finding may be false, due to algorithm errors.

Freitas (2015) discussed how linked in is the main social platform for B2B sales and how
events are intertwined. this linking of traditional and non-traditional in this sense is very
measurable as there will be a clear indicate of the number of consumers who have received
the message and the end result being a led conversion.

Kaplan and Haenlein (2010) they define social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0, and
allow the creation and exchange of user generated content.”

Strauss and Ansary (2006) defined internet marketing in their latest book as the use of
information technology in the process of creating, communicating and delivering value to
customers, and for managing customer relationships in ways that benefit the organisation and

19
its stakeholders. It is not just traditional marketing using the information technology tools
but it’s strategic model to achieve brand value and provide customer satisfaction.

Smith (2015) and Ellis (2011) discuss media fragmentation, a term that is used to explain
how a consumer is an many different platforms at any one time. This multitasking life style is
growing and being present across multiple platforms both traditional and non-traditional is
key to the successful growth in a modern organization.

Palmer and Lewis (2009)Social media has gained a lot of popularity over the past few years
and as a result of this popularity, other traditional Media haveexperienced decline in both
business and popularity. They argued that themain stream media channels have faced many
challenges in recent times that have led to closure with TV facing down turn in their profits
levels. Palmer and Lewis are correlating the performance of these traditional channels to the
rise of social media in marketing and brand management. As a result of completionand
tough economic environment, companies have tightened their budget sespecially advertising
budgets which have shifted to online channels.

Zhang et al.(2013) in their article emphasized that blogs, as a tool for digital marketing, have
proven effective in boosting sales revenue, especially for products where customers can read
reviews. This has become an integral component of their overall strategic marketing
approach.

20
 CHAPTER 3

RESEARCH
METHODOLOGY

21
 RESEARCH METHODOLOGY
Business research is a systemic enquiry that provides information to guide business decision
and is aimed to solve managerial problems. Business research is of recent origin and it is
largely supported by business organizations that hope to achieve competitive advantage.
Research methodology is a way to systematically solve the prombles. It may be understood as
a science of studying how research is done scientifically. It includes the overall research
design, the sampling procedure, data collection and analysis procedure.

RESEARCH OBJECTIVES:-

 To understand how digital marketing agencies work and generating revenue.

 To understand the digital marketing models.
 To understand marketing effectiveness.
 To understand how digital marketing campaign’s place.
 how digital marketing has impact on revenue generation.

DESCRIPTIVE RESEARCH DESIGN:-

This is a theory-based design, where the researcher is primarily interested in describing the
topic that is the subject of the research. It is applied to case studies, naturalistic observations,
surveys, and so on.

This method includes data collection, analysis, and presentation. It lets the researcher clearly
present the problem statement in order to allow others to better understand the need for this
kind of research. Without a clear problem statement, you’re not doing descriptive but
exploratory research.

22
SAMPLING INSTRUMENT:-

A Research Instrument is a crucial tool utilized in research to gather, assess and analyse data
pertinent to the researcher's field of interest. These instruments find widespread application in
disciplines such as health sciences, social sciences, and education for evaluating patients,
clients, students, teachers, and staff. Common types of research instruments encompass
interviews, tests, surveys and checklists.

The choice of a Research Instrument is typically determined by the researcher and is

intricately tied to the study's methodology. Below, you will find an in-depth overview of one
such research instrument, the questionnaire

DATA COLLECTION:-

Data collection is a systematic method of collecting and measuring data gathered from
different sources of information in order to provide answers to relevant questions. Research
may predict upcoming patterns and events with the assist of precise data evaluation.

Sources of data:

a) Primary Data.

b) Secondary Data

Primary Data:-

The observation method is the most commonly used method. Data pertaining to digital
marketing process and most of information is collected from project guide in the company.
Questionnaire method is also very widely used in order to give a structure to the entire study.

 Questionnaire –Structured
 General Discussions
 Interviwes

23
Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies .The study made use of qualitative research to achieve its goals. In order
verify and extract the key variables and indicators for the descriptive study, an existing
literature review was used. We collected data from secondary sources.. Secondary sources
were magazines, websites, books, office executives, and company data.

 Past records and analysis

 Books, Magazines & journal
 Internet

STATISTICAL TOOLS

Tool Used:

 Pie Diagram

24
 CHAPTER 4

DATA ANALYSIS
INTERPRETATION

25
 DATA ANALYSIS & INTERPRETATION

What gender do you identify as?

INTERPRETATION:-

The survey of 200 participants indicates a 72.8% female majority and 27.2% male presence.
For the company, it means there are an opportunity to in particular design products and
marketing strategies that appeal to the taste of the female market, encouraging inclusivity and
diversity in order to improve customer experiences and boost sales.

26
Please select your age?

INTERPRETATION:-

Based on the survey of 200 responses, 77.7% of participants fall in the 18-24 age group,
while 18.8% are aged 25-28. For the company, this data suggests focusing marketing efforts
and product development toward the younger demographic, especially those between 18-24
years. Strategies like social media campaigns, trendy product designs, and interactive online
platforms could effectively engage this age group. Additionally, the company could explore
opportunities to cater to the slightly older demographic (25-28 years) by understanding their
specific needs and preferences, ensuring a diverse customer base. Embracing digital
platforms and innovative marketing techniques can enhance the company's appeal to both
age groups, fostering better customer relationships and market positioning.

27
INTERPRETATION:-

The survey of 200 responses highlights a significant trend in qualifications, with 86.6% of
participants being Bachelor and Master students, while 11.4% are Diploma students.
Notably, there are no respondents with primary education. Higher education students tend to
be the company's obvious target market, given to the data. The business must focus on
creating online courses, academic tools, and advanced educational materials designed for
Bachelor's and Master's degree students in order to take benefit of this. Providing
partnerships with schools of learning to offer customized educational resources can boost the
company's reputation. Furthermore, examining specific needs of Diploma students and
perhaps creating specialized goods for them could increase the clientele. Though the
company's current consumer base does not include primary pupils, it may want to take into
account future school participation efforts in order to have an ongoing educational impact.

28
INTERPRETATION:-

Among 200 respondents, 72.6% (20.9% strongly agree, 51.7% agree) indicated that digital
marketing significantly increased the company's revenue in the past year. The 27.4% neutral
responses suggest some uncertainty or lack of awareness. The results, showing agreement
among participants, highlight the noteworthy benefits of digital marketing campaigns on
revenue development. This information demonstrates the efficacy of the organization's digital
marketing tactics and underscores the necessity of carrying out and perhaps growing these
initiatives in order to ensure long-term commercial success.

29
INTERPRETATION:-

The survey of 200 writers reveals a consensus on the importance of digital marketing in
maximizing revenue, with 70.8% expressing agreement. Among them, 23.3% strongly agree,
and 47.5% agree, underscoring the widespread recognition of digital marketing's crucial role.
Even the 28.2% neutral responses signify a general acknowledgment of its relevance. This
collective sentiment emphasizes the essential nature of digital marketing strategies in today's
business landscape. Businesses, regardless of their size or industry, are increasingly reliant on
digital marketing techniques to boost revenue, reflecting the evolving dynamics of modern
commerce.

30
INTERPRETATION:-

Based on responses from 200 participants, 71.8% (20.8% strongly agree, 51% agree) believe
digital advertising platforms like social media and Google Ads significantly impact selling
figures. This overwhelming agreement underscores the consensus on the effectiveness of
these platforms in boosting sales. The 27.7% neutral responses indicate some reservations,
possibly suggesting a need for more context or evidence. Nonetheless, the majority's
confidence in the influence of digital advertising highlights its pivotal role in driving sales,
emphasizing the crucial importance of these platforms in contemporary marketing strategies.

31
INTERPRETATION:-

Among 200 respondents, 72.32% (19.8% strongly agree, 52.52% agree) believe data and
insights from digital marketing campaigns directly influence their revenue strategy. This
overwhelming agreement underscores the crucial role of data in shaping revenue approaches.
The 27.7% neutral responses suggest some respondents may require additional context or
evidence. Nevertheless, the majority's confidence highlights the significant impact of data-
driven insights on revenue planning. This collective sentiment emphasizes the integral role
digital marketing analytics play in guiding businesses' financial strategies, indicating a
widespread understanding of the importance of leveraging data for strategic decision-making.

32
INTERPRETATION:-

Based on 200 responses, a significant 75.8% (22.3% strongly agree, 53.5% agree) of
participants acknowledge the crucial role of digital marketing channels, such as email and
content marketing, in attracting high-value customers and boosting revenue. This widespread
consensus underscores the strategic importance of these methods in customer acquisition. The
23.8% neutral responses suggest some uncertainty, possibly needing more context.
Nevertheless, the majority's confidence highlights the significant impact of email and content
marketing in engaging valuable customers and driving financial growth. This collective
perspective emphasizes the integral role these digital strategies play in modern marketing
approaches and revenue generation.

33
INTERPRETATION:-

Based on 200 responses, a significant 73.2% (26.4% strongly agree, 46.8% agree) of
participants affirm that digital marketing has notably improved customer engagement,
leading to heightened satisfaction, repeat business, and a positive impact on revenue. This
consensus underscores the substantial role digital marketing plays in fostering customer
relationships and driving financial growth. The 25.9% neutral responses suggest some
hesitancy, potentially requiring further context or evidence. Nonetheless, the prevailing
confidence highlights the critical influence of digital marketing strategies in enhancing
customer experience and contributing significantly to revenue, emphasizing their integral
position in contemporary business practices.

34
INTERPRETATION:-

Based on 200 responses, 54.8% of participants (26.6% strongly agree, 28.2% agree) believe
that digital marketing has transformed the way businesses interact with customers. This
substantial agreement highlights the significant impact of digital marketing in reshaping
customer-business interactions. The 24.6% neutral responses suggest some respondents are
uncertain, possibly requiring more context or specific examples to form a definite opinion.
Nevertheless, the prevailing consensus underscores the transformative influence of digital
marketing strategies, emphasizing their pivotal role in revolutionizing the dynamics of
customer engagement for businesses, reflecting the evolving landscape of modern commerce.

35
INTERPRETATION:-

Based on 200 responses, a substantial 73% (21.5% strongly agree, 51.5% agree) of
participants believe digital marketing strategies are adeptly adapted using real-time data,
enabling swift responses to market changes and revenue optimization. This consensus
underscores the crucial role of real-time data analytics in shaping agile marketing approaches.
The 26.5% neutral responses suggest some respondents may require further context.
Nevertheless, the prevailing confidence emphasizes the vital link between data-driven
decision-making and the flexibility of digital marketing strategies. Businesses harness real-
time insights to adapt swiftly, ensuring they remain responsive to market dynamics,
ultimately optimizing revenue outcomes in today's fast-paced business landscape.

36
INTERPRETATION:-

Based on 200 responses, a substantial 76.1% (25% strongly agree, 51.1% agree) of
participants assert that digital marketing has opened new revenue streams previously
unattainable through traditional methods. This consensus underscores the transformative role
of digital strategies in creating diverse business opportunities. The 23.23% neutral responses
indicate some uncertainty, possibly requiring specific examples or further context.
Nonetheless, the majority's confidence highlights the significant impact of digital marketing
in broadening revenue sources. It showcases how businesses leverage digital platforms to
access untapped markets, emphasizing the crucial role of digital marketing in reshaping
revenue generation strategies and exploring uncharted business avenues.

37
INTERPRETATION:-

Based on 200 responses, 79.1% of participants either strongly agree (26.4%) or agree
(52.7%) that digital marketing is vital for reaching a broader audience, increasing brand
visibility, and boosting revenue. This overwhelming consensus underscores the significance
of digital marketing in contemporary business strategies. The 20.4% neutral responses
suggest a need for further education on the topic. Overall, the data emphasizes the critical
role digital marketing plays in enhancing brand presence and revenue generation, aligning
with the widely held belief that it is a cornerstone for businesses aiming to thrive in the
digital age.

38
INTERPRETATION:-

Based on 200 responses, a significant 78.1% of participants actively use digital marketing
analytics and data-driven insights to refine their revenue generation strategies. This includes
23.9% strongly agreeing and 54.2% agreeing with the statement, indicating a widespread
recognition of the importance of data-driven approaches. However, 21.9% of neutral
responses suggest a portion of participants might not be fully engaged in utilizing these tools.
This indicates an opportunity for businesses to educate and encourage stakeholders, ensuring
broader adoption of digital marketing analytics for more effective revenue generation.

39
INTERPRETATION:-

The analysis of 200 responses highlights the pivotal role of SEO in digital marketing,
specifically within the agricultural sector. A substantial 53.5% of respondents from
agriculture firmly acknowledge SEO's significance, emphasizing its crucial impact on their
online strategies. Moreover, 23% of respondents both from agriculture and neutral sectors
recognize SEO's importance. This data underscores the widespread recognition of SEO's vital
role in enhancing online visibility and marketing effectiveness, especially in agricultural
businesses. The findings indicate a strong consensus among respondents regarding SEO's
pivotal contribution to the success of digital marketing efforts, reflecting its indispensable
nature in the modern business landscape.

40
INTERPRETATION:-

Based on 200 responses, 77.5% of participants (27% strongly agree, 50.5% agree) recognize
the vital role of the digital market in building brand awareness and recognition. The
substantial agreement emphasizes the consensus on the importance of digital platforms in
modern marketing strategies. The 22.5% neutral responses indicate a minority without a
strong opinion, possibly suggesting a need for more information. This data underscores the
significant impact of digital marketing in enhancing brand visibility, emphasizing the
necessity for businesses to invest in online strategies to effectively reach their audience and
establish a strong brand presence.

41
INTERPRETATION:-

From 200 responses, it's apparent that a substantial portion of participants view the
company's digital marketing efforts positively. A combined 74.3% (21.8% strongly agree,
52.5% agree) acknowledge the initiatives as innovative and creative, suggesting a favorable
perception among the majority. This positive sentiment bodes well for the company's brand
image and revenue growth potential. However, the 24.3% neutral responses indicate a
segment requiring more information or clarity. Overall, the data underscores the significance
of the company's digital marketing strategies, emphasizing the need to maintain and enhance
innovative approaches to continue positively impacting the audience and potentially
furthering revenue growth.

42
INTERPRETATION:-

Based on 200 responses, the data presents a challenging scenario for the company's digital
marketing feedback efforts. A significant 58.7% of respondents express anger, indicating
dissatisfaction with the current feedback mechanisms. While 18.4% strongly agree that
digital marketing is effective for gathering feedback, the presence of 22.9% neutral responses
suggests uncertainty or lack of a strong opinion. This data underscores the need for a critical
review of the feedback collection methods. Addressing the concerns expressed by the
majority and engaging with the neutral segment effectively could enhance the company's
ability to gather valuable feedback, ultimately leading to improvements in products, services,
and revenue generation.

43
INTERPRETATION:-

Based on 200 responses, the data reveals a positive sentiment regarding the role of digital
marketing in enhancing brand validity and revenue generation. A significant 54.7% (24.9%
strongly agree, 29.8% agree) of respondents acknowledge its impact, emphasizing its
importance. However, the 24.4% neutral responses suggest a segment requiring more
information or clarification. To capitalize on digital marketing's potential, addressing
concerns of this neutral group could be valuable. Overall, the data underscores the pivotal
role of digital marketing in building brand credibility and highlights its potential to positively
influence revenue, urging businesses to invest strategically in digital marketing initiatives.

44
INTERPRETATION:-

Based on 200 responses, the data underscores the crucial role of social media advertising in
driving sales and revenue in the digital age. A substantial 70.8% (15.8% strongly agree, 55%
agree) of respondents recognize its significance, reflecting a consensus on its effectiveness.
However, the 28.2% neutral responses indicate a segment needing more information or
clarification. To maximize sales potential, addressing the concerns of this neutral group could
be pivotal. This data highlights the necessity for businesses to invest strategically in social
media advertising, emphasizing its pivotal role in boosting sales and revenue in the
contemporary digital landscape.

45
INTERPRETATION:-

Based on 200 responses, the data reveals concerning sentiments regarding the influence of
digital marketing campaigns on the revenue strategy. A significant 52% of respondents
express anger, indicating substantial dissatisfaction, while 19.8% strongly disagree,
underscoring skepticism about the positive impact. Furthermore, 27.7% maintain a neutral
stance. These findings suggest a pressing need for a comprehensive analysis of the campaigns
to identify and rectify issues causing dissatisfaction. Addressing concerns raised by
respondents and fostering open communication channels can bridge gaps, align strategies
effectively, and improve overall satisfaction and confidence in the digital marketing
initiatives.

46
INTERPRETATION:-

Based on 200 responses, the data reveals a positive sentiment regarding the role of digital
marketing in enhancing brand validity and revenue generation. A significant 54.7% (24.9%
strongly agree, 29.8% agree) of respondents acknowledge its impact, emphasizing its
importance. However, the 24.4% neutral responses suggest a segment requiring more
information or clarification. To capitalize on digital marketing's potential, addressing
concerns of this neutral group could be valuable. Overall, the data underscores the pivotal
role of digital marketing in building brand credibility and highlights its potential to positively
influence revenue, urging businesses to invest strategically in digital marketing initiatives.

47
INTERPRETATION:-

Among 200 respondents, 72.32% (19.8% strongly agree, 52.52% agree) believe data and
insights from digital marketing campaigns directly influence their revenue strategy. This
overwhelming agreement underscores the crucial role of data in shaping revenue approaches.
The 27.7% neutral responses suggest some respondents may require additional context or
evidence. Nevertheless, the majority's confidence highlights the significant impact of data-
driven insights on revenue planning. This collective sentiment emphasizes the integral role
digital marketing analytics play in guiding businesses' financial strategies, indicating a
widespread understanding of the importance of leveraging data for strategic decision-making.

48
 CHAPTER 5

RECOMMENDATIONS
AND CONCLUSION

49
 RECOMMENDATIONS

 Focus on customer engagement:-: Note when and how often your customers
connect with you and your messages, and then create a strategy that revolves around
those key engagement times.
 Develop a clear data strategy:- Consider the customer interaction data you currently
have and will obtain in the future, and develop a long-term method for compiling that
data to better analyze differing customer engagement times.
 Evaluate your lifecycle campaigns:- In terms of the four lifecycle stages (acquire,
onboard, engage, and retain) you should note the summary of the success of your
programs, and then assess and reform the way you interact with your audience.
 Roll out responsive design:- After observing how many of your customers view your
emails on their mobile device, determine whether utilizing a responsive design plan
will allow you to gain a ROI.
 Hone in on clear objectives:- Have set, quantifiable goals for monitoring your social
media marketing plans and then you will be able to more easily identify what needs to
be changed or added within your content and customer service initiatives.
 Don’t ignore the importance of mobile:- Have your overall marketing strategy
coincide with your mobile strategy so that you will be able to conclude how to
successfully use them together to create stellar engagement results, such as using
emails to link back to your landing page website.
 Take a deep look at how customers are currently experiencing your brand:-
Observe how customers are interacting with your brand both online and offline, and
then produce a new plan that enhances any lackluster results you may have found.
 Start communicating 1:1 with your customers:- Although we live in a dominantly
digital world, it does not mean that we should speak like robots on the web. It is now
crucial to analyze data on customer behavior with regard to your brand in order to
create more superior, tailored communications..
 Think about personalization beyond email:- A side from personalized emails,
businesses are also creating full personalized web interactions. Based on the success
of your email marketing efforts, you should develop the same unique experience
through various channels, including social, mobile and the web.

50
 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. For the purpose of to reach target
audiences and build a brand, marketers aim to use these components in the most effective
way.In this digital era marketer is not the custodian for a brand, people who are connected
across the digital platforms are the custodians. Brands want to build their presence over
digital platform, because customers have high affinity towards digital media than other
media’s. More than that customers are highly information seekers and digital media is the
only platform for two way communication between brands and customers. Digital media is
the best platform to convert a product to a brand. Because it is more cost effective and it
provide lot of touch points to marketer. Brands can able to engage their target group in an
effective way through digital platforms. Digital media is not only for engagement, brands can
increase their customers or they can retain their existing customers. Target groups are able to
recall products if they become exposed to digital media. Importance of digital presence
increasing importance of digital agencies, so they making money through digital advertising
raising of digital marketing consciousness making money for digital agencies by which they
are booming and making more money with small investments. 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.

51
REFERENCES &
BIBLIOGRAPHY

52
 BIBLOGRAPHY

Book Referred

 Global Marketing Management (S.A.Sherlekar &V.S.Sherlekar)

 Palmatier R.W.(2022) marketing Strategy, Bloomsbury Publishing.
 Marketing Research (D.D Sharma)
 Godin S.(2018).This Marketing,Portfolio Publishing
 MAGAZINES:-Business World & Business Today
 The Economic Times
 Digital Marketing Strategy - Simon Kingsnorth
 The Digital Marketing Handbook - Simon Kingsnorth

Websites Referred

 https://www.scribd.com/Digital-Marketing
 https://avivdigital.in/history-of-digital-marketing/
 https://timesofindia.indiatimes.com/importance-of-digital-marketing-in-modern-
business-era
 https://www.linkedin.com/pulse/importance-digital-marketing-todays-world-
fizzafarooq?utm_source=share&utm_medium=member_android&utm_campaig
n=share_via
 https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article
 https://www.singlegrain.com/digital-marketing/best-online-marketing-
companies/
 https://www.singlegrain.com/res/digital-marketing-agency/case-studies/

53
ANNEXURE

54
 OUESTIONNAIRE

1) Gender
A. Male
B. Female
C. Others

2) Age
A. 18 -24
B. 25 – 28
C. 29 – 34s
D. 35 -40

3) Qualification
A. Primary
B. Diploma
C. Bechelor/Masters

4) Digital marketing initiatives have significantly contributed to our company's

increased revenue in the past year?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

5) I believe that digital marketing is essential for maximizing revenue in today's business
landscape.

A. Strongly Disagree
B. Disagree

55
C. Neutral
D. Agree
E. Strongly Agree

5) Do you think digital advertising platforms, such as social media ads and Google Ads,
have a significant impact on our sales figures?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

7) Do you think data and insights gathered from our digital marketing campaigns have
directly influenced our revenue strategies?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

9) Do you think Digital marketing channels, like email marketing and content
marketing, play a crucial role in attracting high-value customers and boosting revenue?

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

10) Digital marketing has improved our customer engagement, leading to higher
customer satisfaction and repeat business, thereby impacting revenue positively?

56
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

11) Do you think that digital marketing has transformed the way bussinesses interact
with their coustomers?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

12) How do you digital marketing strategies are adapted based on real-time data,
allowing us to respond quickly to market changes and optimize revenue outcomes?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

13) Do you think that digital marketing has opened up new revenue streams that were
not possible through traditional marketing methods?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

57
14) Digital marketing is crucial for reaching a wider audience and increasing brand
visibility, ultimately leading to higher revenue?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

15) Digital marketing analytics and data-driven insights are actively used to refine our
revenue generation tactics?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

16) SEO(Search Engine Optimization) is crucial for the successs of any digital
marketing strategy?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

17) Digital Marketing is essential for building brand awareness and recognition?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agre

58
18) I think our company's digital marketing efforts are innovative and creative,
contributing positively to revenue growth?
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

19) Digital marketing allows us to gather valuable feedback from customers, enabling us
to enhance our products/services and drive revenue?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agre

20) How you think Digital marketing significantly enhances brand visibility, leading to
increased revenue generation.
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

21) Investing in social media advertising is essential for driving sales and revenue in the
digital age?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

59
22) Digital marketing initiatives have significantly contributed to our company's
increased revenue in the past year?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

60