1.

INTRODUCTION

 CONCEPT:

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital

marketing became more sophisticated as an effective way to create a relationship with the consumer

that has depth and relevance.

Digital marketing, also called online marketing, is the promotion of brands to connect with

potential customers using the internet and other forms of digital communication. This includes not

only email, social media, and web-based advertising, but also text and multimedia messages as a

marketing channel.The term digital marketing refers to the use of digital channels to market

products and services to consumers.

This type of marketing involves the use of websites, mobile devices, social media, search engines,

and other similar channels.Its activities are search engine optimization (SEO), search engine

marketing (SEM), content marketing, influencer marketing, content automation,campaign

marketing, and e-commerce marketing, social media marketing, socialmedia optimization, e-mail

direct marketing, display advertising, e–books, opticaldisks and games, and any other form of

digital media.It involves some of the same principles as traditional marketing and is often

considered an additional way for companies to approach consumers and understand their behaviour.

Digital marketing equips with the tools that are needed to assess organization’s social media and

digital marketing strategy and helps to identify areas of improvement. Useful for individuals from

small- to medium-sized businesses who want to use new media as a vehicle for growth.It is an

interactive marketing of products & services using digital technologies to reach customers on-time

& retain them.

 It is the most accessible, easy to use and contemporary method of promotion.One big advantage of

online marketing is that it has the ability to gather and analyse data in real-time. This ensures digital

marketing teams can make data-driven decisions to achieve their business and marketing goals.

 TYPES OF DIGITAL MARKETING

P u s h d ig ita l m a r k e tin g
P u ll d ig ita l m a r k e tin g te c h n o lo g ie s in v o lv e b o th
te c h n o lo g ie s in v o lv e th e th e m a rk e te r ( c re a to r o f
u s e r h a v in g to s e e k o u t th e m e s s a g e ) a s w e ll a s
a n d d ir e c tly g ra b ( o r p u ll) th e r e c ip ie n ts ( th e u s e r) .
th e c o n te n t v ia w e b E m a il, S M S ,R S S a r e
s e a rc h e s . W e b s ite /b lo g s e x a m p le s o f p u s h d ig ita l
a n d s tr e a m in g m e d ia m a r k e tin g . I n e a c h o f
( a u d io a n d v id e o ) a re g o o d th e s e e x a m p le s , th e
e x a m p le s o f th is . I n e a c h m a r k e te r h a s to s e n d
o f th e s e e x a m p le s , u s e rs ( p u s h ) th e m e s s a g e s to th e
h a v e a s p e c ific lin k (U R L ) u s e rs ( s u b s c rib e r s ) in
to v ie w th e c o n te n t . o r d e r f o r th e m e s s a g e to
b e r e c e iv e d .

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Definitions: -

According to Chaffey & Mayer,'' Digital marketing is marketing that has a broader scope because

it refers to digital media such as web, e-mail, and wireless media, but also includes the management

of digital customer data, and also how the Internet can be used in common with traditional media to

acquire and provide services to customers''.

According to Philip Kotler,''marketing that manages customer relationships profitably. The dual

purpose of marketing is to attract new customers by promising superior value and retaining current

and growing customers by providing satisfaction''.

According to Ridwan Sanjaya, ''Digital marketing is a marketing activity, including branding that

uses various web-based media such as blogs, websites, e-mail, Adwords, or social networks. Of

course, digital marketing is not just talking about internet marketing''

According to Chartered Institute, ‘‘Digital Marketing is the management process responsible for

identifying, anticipating and satisfying customer requirements profitably.’’

According to Smarter Insights, ‘‘Achieving marketing objectives through applying digital

technologies.’’
  DIGITAL MARKETING CHANNELS

1. Social Media Marketing (SMM) :- Social media is one of the most powerful internet marketing

channels today. Platforms like Facebook, Instagram, YouTube, Twitter, etc. provide a space for

dynamic two-way communication. Internet users spend most of their time in these online

spaces. So, brands cannot miss the opportunity to grab more eyeballs and effectively need to

promote their brands.Social media makes it possible for organizations to connect with

prospects, answer their queries, and enter conversations.Companies use social media marketing

to build brand awareness, improve branding, boost audience engagement, and nurture

relationships.Social media platforms are as follows

 Twitter: -Twitter’s flexible, real-time platform allows a company to get creative and

drive results at the same time. Whether it is looking to drive sales, increase brand

awareness or launch a product. Twitter marketing is not much popular than Facebook

but still it has an impact on audience.This is another popular and powerful network.

Twitter is a microblogging service that is free for registered members. We can also say
 that Twitter Tweets are the most powerful in the world. In Twitter, we can follow any

registered twitter member to see their tweets using multiple platforms.

 LinkedIn : -This one is famous for business purposes. This LinkedIn network is

specifically designed for business uses. The purpose of the site is to allow registered

members to set up and document network-aware from trusted networks of

people.LinkedIn is the most professional of the social media networking websites. It is

used by over 135 million professionals worldwide, and is a great tool for making

business to business connections. Unfortunately, many companies underestimate its

digital marketing power; but because of its wide use in the professional world, LinkedIn

should be a big part of any marketing strategy.

 Instagram : -When it comes to brands and businesses, Instagram goal helps companies

to reach their respective audiences through captivating imagery in a rich, visual

environment. Moreover, Instagram provides a platform where user and company can

communicate publicly and directly, making itself an ideal platform for companies to

connect with their current and potential customers. According to the search, about 850

mill users are active, with that 1.8 billion like have been given to post. There are also a

lot of influencers with a lot of supporters on the site. And you can also become an

important brand with the correct strategy. To keep applicable to the present supporters,

you must post the correct kind of data and also add fresh ones.

 Facebook : -Facebook is one of the popular and top levels of the social network.

Facebook allows users to create their own profile on the site from that you can connect

with your friends and family, and the important point is that you can share and upload

the photo and video with your friend, family, and colleagues with just one click. It

continues to be the leading champ of social media sites, where friends connect and share

online. More than just a gathering place for friends, Facebook has grown into a venue
 for businesses to market themselves through interaction with customers and self-

promotion.

 YouTube: -YouTube is a video Social Networking site, and the 2nd most popular search

site on the Internet after Google, who owns YouTube. YouTube video watching is a

significant activity on the Internet, with over 1 billion visits to YouTube daily and over

100 million videos watched daily. And it's easy for anyone who sees your video to rate it

and share it with his Social Network.It is very easy and more likely to reach masses

when youtube is used for videos, and hence chances of clever video to grab viewers’

attention and go viral, is quite high on youtube, when self-hosted videos(websites).

Anybody can embed videos on their websites, blogs etc. and if good, your video will

also be approachable from outside of youtube. In case you want your video to be viewed

by selected number of people. You can do that by making it private.

 Google plus: -Google plus is also one of the famous networks which Google manages.

To Join with Google plus, first of all, we need an account on Google. When you first

sign up, some groups, including Friends and colleagues, have been set up by Google.

You can add your own as well. In this, you can share images and links with your friends

and relatives.Google has described Google+ as a "social layer" that enhances many of

its online properties, and that it is not simply a social networking website, but also an

authorship tool that associates web-content directly with its owner/author. It is the

second-largest social networking site in the world after Facebook. 540 million monthly

active users are part of the Identity service site, by interacting socially with Google+'s

enhanced properties, like Gmail, +1 button.

2. Content Marketing :- Content marketing is the strategic planning, creation, publication, and

distribution of valuable content to the target audience. Unlike ads, which interrupt the

individual in order to try to sell something, content marketing delivers value throughout the

customer journey.Storytelling and information sharing are used in content marketing to raise
 brand awareness. If a person want to make a sale then he has to get the reader to request more

information, join email list, or make a purchase. When it comes to "content," there is a wide

range of options, from blog posts to e-books to podcasts. There needs to be a focus on

delivering value to the customer, not merely promoting the brand trying to sell something.

Content marketing aims to cultivate a long-term, mutually beneficial connection with clients.

3. Pay Per Click (PPC) :- The term "pay-per-click" refers to adverts and search engine results

paid for by the click. It is a short-term method of digital marketing, which means that once you

stop paying for it, the ad disappears. PPC, like SEO, is a method for boosting web traffic to a

firm. Search engine results pages, web pages, YouTube videos, mobile apps, and in-app

advertisements can all be classified as "pay-per-click" campaigns. Competition for your

keywords will significantly impact the cost of running an advertisement or promoting your

search results.Pay Per Click can prove to be one of the most effective internet marketing

channels if utilized correctly. The goal of PPC is to turn latent users into engaged prospects and

further convert them as buyers. For example, clicking on an online display ad can lead

prospective clients to another page whose content gives more information about it.

4. E-Mail Marketing :-Email marketing is one of the easiest ways to connect with audience.It

offers a much more personal way of connecting with targeted customers. It is a type of internet

marketing that can truly make you stand out. Other benefits of email marketing are that it offers

a direct connection with audience as well as extensive segmentation options.Email's

adaptability is one of the many reasons it's so difficult to replace it as a channel that generates

medium to high returns for your company. Even though email may not be the most cutting-edge

technology, it allows to implement the latest content marketing trends without sacrificing

marketing budget. The attractive bargains may also prompt non-subscribers to sign up for

updates.

5. Affiliate Marketing: -Online sellers can get other dealers to sell their products and services.

This is called affiliate marketing, wherein one business offers another’s products as an add-on
 or deal package along with its own. The guidelines and prerequisites may be different for every

seller. Affiliate marketing is quite similar to a commissioned sales job.It is a commission-based

sales scheme that rewards web publishers when they sell any business’ products through their

website, social media profile, or another digital platform.It is the process of paying third parties,

such as bloggers, publishers, influencers, entrepreneurs, and other website owners, to promote

your products. It’s basically a pay-for-performance marketing program through which you

outsource sales promotions to a network of affiliates.

6. Search Engine Optimization (SEO): -Search Engine Optimization is the process of increasing

organic search engine rankings to build awareness, capture demand, and drive qualified traffic

to your website.To win at organic search, one need to understand many complex concepts,

including keyword research, backlinks, and how Google’s algorithms treat page experience and

trust signals. Search engine optimization is one of the most complicated channels you can

leverage. Search Engine Optimization, as the name suggests, is about making your website page

rank higher on internet search engines like Google, Bing, etc. It provides compounding returns

over time as you gain more rankings. It allows to target every stage of the sales funnel with

different keywords and also build a social media persona which helps customers connect with

brand.

7. Video Advertising:- Video advertising is one of the most entertaining and interactive online

marketing channels. It includes online display ads that have a video within them. Such ads are

also played before, during, or after a video stream. After watching the ad, the viewer usually

sees a call to action to purchase that product or service or know more about it. This channel is

effective at generating leads for business.It can be an engaging medium for many users and

much more likely than many other types of content to result in purchases on social media.Video

advertising describes the use of video content to promote or inform audiences about your brand

and products. Brands can use video across a variety of digital channels and formats, including

their own website, social media marketing, programmatic advertising, and more.
  OBJECTIVES OF DIGITAL MARKETING

1. Increase the number of visitors: -Digital Marketing plays a vital role in increasing the traffic rate

of aparticular website. It can be done that by using interlinking in the content, CTA (Call to Action)

image,and CTA (Call to Action) link, through this process traffic of any website can be busy.

2. Reduce Cost Prices for New Customers: - The secret to lowering the cost of attracting new clients

is Digital Marketing. It offers a vision for reaching the widest possible audience because consumer

communication is quicker than it is with traditional marketing techniques.Promotions can be

conducted quickly with the press of a button, as well as this save a lot on employing staff,

purchasing inventory, paying for newspaper advertisements, logistics, etc. This lowers the cost of

recruiting new clients.

3. Paid Advertisement: - Paid advertisements are said to be the main contribution of Digital

Marketing. As it provides a number of ways to interact with the target audience.The work is pretty

easy, simply create the ad that will directly hit the target audience based on various factors that are

demographics, venue, interest, etc, define the budget and your task is over.

4. Reaching mobile users: -The number of mobile devices worldwide is already over 14 billion; by

2024, that figure is predicted to rise to almost 18 billion. The practically universal availability of

cell phones with internet connections makes it easier for businesses to reach potential customers

everywhere and anytime.

5. Better local Search Engine Optimisation (SEO): - This means that various elements on websites

are optimized to attract local customers looking for the services company offer, although the

number of searches that span both industry and city is undoubtedly fewer than those just specify a

product or offer. These searches usually generate a lot more qualified traffic. If a user is already

looking for businesses in your location, chances are they’re ready to expand physical location.

6. Marketing with the help of Electronic Mail:- The use of an email marketing strategy is a further

successful method of Digital Marketing. Incoming and outgoing calls are comparable to electronic
mail in that company can communicate with customers directly by sending emails to them.If they

find emails relevant and engaging, company will undoubtedly receive emails in return.
  ADVANTAGES OF DIGITAL MARKETING

1. Easy to learn: - While there are many aspects of digital marketing that company need to learn, it is

fairly easy to get started with. It gets more complex from the nature of the goals and the scale of the

campaigns. However, it is all a matter of finding the right strategy that works for business.

2. Analytics and Optimization: - Another important advantage of digital marketing is web analytics

which measures the result of digital marketing campaigns in real-time. This helps to optimize future

campaigns and fix any possible mistakes quickly. Analysing digital marketing campaigns also

enables company to have the ability to pinpoint every source of traffic and take total control of their

sales funnels.

3. Less Marketing Expense: - Digital Marketing is cost-effective since all the marketing efforts are

driven sitting in one place online. Multiple customers can be reached and personalized

communications can be sent to them at once. The cost-benefit ratio is higher using Digital

Marketing as the approach is optimal and focused.

4. Generate More Revenue:-The end goal of every marketer is getting revenue. Digital marketing

helps achieve that easily through multiple techniques such as SEO, Content Marketing, Campaign

Management, Social Media Marketing, etc. Also, since the cost is lesser, the overall profit is also

enhanced.

5. Quick Branding on a Bigger Scale: -Directing personalized campaigns on sites that the audience

visits most can help build a worldwide brand.It also provides various approaches for a brand to

become more trustable, reliable, and favourable.

6. Global Reach: -Traditional marketing is restricted by geography and creating an international

marketing campaign can be hard, expensive, as well as labour-intensive. However, digital marketing

happens on the Internet, which means that the reach company can achieve with it is immense. Even

a very small local business owner has the ability to reach an international audience with an online

store. to explore. The combination of global reach and visibility is a great opportunity for any

business.
  DISADVANTAGES OF DIGITAL MARKETING

1. Skills Requirement:-Acquiring the requisite knowledge and expertise on the digital platform is

necessary in order to properly carry out marketing initiatives. Given the ongoing advancements in

technology, it is essential to stay on top of the most recent tools, platforms, and approaches in order

to respond quickly to any changes.

2. Time Consuming:-one of the biggest disadvantages of digital marketing is that it is a time taking

effort and procedure. Unorganized tactics and methods can take a lot of time, making it difficult to

provide the campaign with the proper amount of time. This will ultimately produce unfavorable

outcomes. As a result, it has been advised to concentrate on the strategy that the organization needs

the most, then design and filter the material appropriately. To get beyond the potential obstacles,

digital marketing tools like HubSpot, Ahrefs, Hootsuite, and Tweetdeck should be employed.

3. High Competition:-Given the current increase in competition, the digital marketing strategy should

be carefully planned, stand out, attract attention, and have an influence on the target demographic.

Any repetitive or monotonous strategy will quickly push the brand out of the running. Digital

marketing initiatives are becoming very competitive, so firms must be attentive to consumer wants

and quick to act.

4. Technology Dependability:-Digital marketing is wholly technology-intensive, and it works

depending entirely on technology, and the internet is not immune to errors either. At times there

might be faults in links like not functioning, not loading landing pages, and failure of page buttons

function. Consequently, prospective customers switch to other brands. In order to prevent this, a

website test is essential, along with content proofreading and making sure that the campaigns will

be effective in the niche that is being targeted.

5. Feedback and complaints: -Digital platforms enable anyone to provide comments or criticism

about your goods or services, which can then be seen by your audience on social media platforms

and review sites. If you don't have a solid foundation through brand loyalty and effective customer

service, any unfavourable review could have a detrimental effect on a segment of your consumer
 base. It may be a taxing and difficult job to handle criticisms/negative feedback properly while also

racing the competition to maintain the brand's reputation.

6. Wider reach leads to bigger competition:-The wider audience that business garner at the global

level will lead to higher competition and bigger scope for global customers providing feedback and

complaints. The mass and wide online accessibility open up the possibility of receiving complaints

or negative reviews to be accessible or visible to target consumers. This will adversely affect the

brand's reputation and business growth.

7. Privacy and Security Concerns:-Any brand's main priority should be security, thus as a digital

marketer, you should take website security seriously. It is usually advised to secure the network and

network connections by utilizing firewalls and encryption solutions like VPN. Having a good

antivirus installed is a strategy. Customer information must be collected lawfully and in compliance

with all regulations if it is to be used in digital marketing strategies. Protecting consumer data

should be the first priority because it may be compromised during data breaches.
  DIGITAL MARKETING TRENDS

1. Mobility:- Business Insider's recent report indicates that globally, one in every five people owns a

smart phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones

in last four years. Therefore, an increased user base accessing the internet via smartphones has

prompted many companies to optimize their online content for mobile devices.

2. Social Media: - Organizations are focusing on engaging with customers through social media to

offer real-time interactions. Social media helps organizations reach out to a vast pool of potential

customers by supplying them with medical and campaign-related information.

3. Real-Time Chat Support: -Timely support is always the priority of customers across all business

domains. It is responsibility of company to serve customers with the best and most personalized

support services. Earlier, consumers have to wait for a long in receiving any response from a

support executive.

4. Era of Augmented Reality: - Augmented Reality is another promising digital marketing trend to

consider. It is slowly getting popular and is predicted to serve over 30% of businesses by 2030.

Digital marketers across the industry are implementing it to get the desired outcome in terms of

customer engagement and brand expansion.They can even access the way furniture would fit in

their homes. This helps to make smart choices and buying decisions. This marketing strategy is

commonly called ‘experiential marketing’. Such unique experiences have a crucial role to make a

purchase or not.

5. Personalized Content marketing: - Customer engagement, acquisition and retention have all taken

on a new dimension with the delivery of unique, personalized, and relevant messages through

identified digital channels.Email is one of the most preferred marketing channels to broadcast

targeted organization messages and campaigns to existing and prospective customers.

  DIGITAL MARKETING PROCESS

1.Research

5.Optimize 2.Create

4.Analyze 3.Promote

Figure 1.1

1. Research:- In the research stage, all the necessary information related either to the

product(s)/service(s) or the target audience/market is collected, and the information collected

during the research stage is used for making decisions. This information is very helpful in

strategizing the marketing campaign. Following information are collected during this stage:

a. About the brand/business/organization.

b. About the target audience/target market.

c. About the product/service being promoted.

d. About the market, a competition to promote product/services and to stand out among the

existing brands.

2. Create: -In this stage, the information collected in the research stage is analysed and strategized to

create the marketing campaign. The campaign is created as per the goals and objectives of the

organization and the as per the vision of the stakeholders, how they want their product to be
 advertised on different platforms.This step covers the branding strategy, content strategy, etc. The

goal is to reach maximum customers and to generate maximum revenue at the same time.

3. Promote:-Once the marketing campaign is created and strategized, the marketing team starts

working on promoting the product(s)/service(s). There are various digital platforms for promoting a

brand, product(s)/service(s) like:

 Search Engines (Google, Bing, Yahoo, Etc.)

 Display Networks

 Social Media

 E-Mail and Affiliate Marketing

 E-Commerce Websites and Other Marketing Portals

4. Analyse: -Now comes the analysing stage in which the results and outcomes of the marketing

campaign are analysed. The results or the outcome from various promotion channels are collected

and analysed for generating the business reports in terms of sales and revenue. This analysis helps

to identify the grey areas and helps the marketing team to improve those areas and to prepare for

future marketing. Google Analytics is one of the most popular analytics tools used for the analysis

and basically it helps to identify the target audience response, behaviour of the consumers and the

data collected helps to convert the potential leads into business.

5. Optimize: - At this stage, based on analysis & observations, changes are made under (fine-tuning).

The changes could be in primary digital identities or digital marketing channels. Changes are also

referred to as content & design of identities & promotional communication.

  DIGITAL MARKETING HELPS IN GROWTH OF BUSINESS

Advertising supplied using digital channels such as search engines, websites, social media, email, and

mobile apps is referred to as digital marketing. Digital marketing is the process of organizations endorsing

goods, services, and brands through the use of these online media channels. Consumers rely largely on

digital tools to conduct product research. According to Think with Google marketing insights, 48 percent

of customers

start their searches on search engines, while 33 percent go to brand websites and 26 percent go to mobile

apps. While modern digital marketing is a vast network of channels into which marketers must simply

integrate their brands, online advertising is far more sophisticated than the channels themselves. Marketers

must delve deep into today’s huge and intricate cross-channel world to identify methods that create an

effect through engagement marketing in order to realize the true potential of digital marketing. The

approach of building meaningful interactions with new and returning customers based on the data collected

over time is known as engagement marketing. By engaging customers in a digital environment, one may

increase brand awareness, establish as an industry thought leader, and position his company at the top of

the customer's mind when they're ready to buy. Consumers should anticipate seeing a continual expansion

in the range of wearable gadgets accessible in the future of digital marketing. Forbes also predicts that in

the B2B area, social media will become more conversational, video content will be polished for SEO

purposes, and email marketing will become even more targeted, according to Forbes. The study's goal was

to assist new businesses in the market that are competing with similar businesses. Making the most of

digital platforms allows businesses to acquire a competitive advantage in the market. It attracts clients and

ensures the company's and its products' and services' loyalty.

 2. REVIEW OF LITERATURE

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 products wherecustomers can

read reviews and write comments about personal experiences. For businesses,online reviews have worked

really well as part of their overall strategic marketing strategy.

Rajiv Kaushik (2016)in his article digital marketing is rising in India with fast pace. ManyIndian

companies are using digital marketing for competitive advantage. Success of marketingcampaign

cannot be solely achieved by digital marketing only. Rather for success of anymarketing campaign it

should fully harness the capabilities of various marketing techniquesavailable within both the

traditional and modern marketing. Startups who use digital marketingmany times got failed. This study

shows precautions to be taken for effective implementation ofdigital marketing to reap tremendous

potential to increase in sales.

Yakup D. & Ibrahim H. E. (2016)this study tries to explain digital marketing periods andadvantages,

experienced transition and difference between traditional and digital marketing.Abstract-Lately, with

the information technology improvements and broad band internet servicespreading, speed of access to

shopping sites get high. Because of these changes, companiesunavoidably entered to digital

environment. Thus, while communication rules change, field anddefinition of marketing changes too.

With the development of IT technologies, traditionalmarketing methods leave sits place to digital day

by day.

D.M. Arvind& Shankar Narayan Rao (2017) in their article has stated that digital marketinghas created

a huge buzz in today‟s world. It is very popular in the younger generations, but themiddle and the older

generations are also not untouched by the wave of its scope. Digital andsocial media are now becoming the

new barometer to gauge the popularity of a campaign beforeit is released on mass media. To keep up with

consumers' digital advances, retailers arebecoming savvier, implementing strategies and programs via

smart phones, tablets and otherdigital venues. Digital marketing can take the form of push messaging, in-
store digital signage,location-based promotions, email messaging and much more. This paper tries in

understandingvarious aspects of digital marketing while connecting with younger audience the research is

alsoimportant to identify Market size, growth and Market Potential of Big Bazaar. The researchshows

future Scenario of Big Bazaar in current perspective.

M.Shirisha (2018) has stated that digital marketing is the fastest e-Commerce solutionavailable. We

can buy or sell fast in this marketing strategy. You can reach out maximumaudience or customer with

the help of digital marketing and you can do that fast. It really playsan important role in modern

commerce system. This system makes our business faster and more accurate. Digital marketing is

infinitely more affordable than traditional offline marketingmethods. But one of the main benefits of

conducting your marketing digitally is the ease withwhich results can be tracked and monitored. Rather

than conducting expensive customerresearch, you can quickly view customer response rates and

measure the success of yourmarketing campaign in real-time, enabling you to plan more effectively for

the next one. Thispaper made an attempt to highlight the importance of digital marketing in the new

era.

Andrew T Stephen (2016) study mainly focused on the role of digitaland social media marketing in

Customer behaviour. This study mainly aims onCustomer’s digital culture, response to digital

advertising, mobile environment, andword of mouth. This study finds that the Customer's behaviour

depends on word ofmouth or reviews of the information found in an online environment. In the

Customerbehaviour or psychology literature, there has been a lot of recent effort connected

todigitalisation. The literature on digital/social media Customer behaviour is rapidlyexpanding, and it

mostly focuses on phenomena that are both practical and theoreticallyinteresting.

Darshana Bhagawati, Dev Malya Dutta (2018) research is relatedto the study for identifying the

factors impacting digital marketing.The main objective of this research is to identify the factors

influencing digitalmarketing. This study, its finds that digital marketing is the backbone of a nation,

anddigital marketing has played a major role in the sectors in banking, tourism, health, andeducation.
 There is a lack of research on digital marketing in the education sector inWest Bengal, which leaves it

available for future research in this area.

Dr. Madhu Bala, Mr Deepak Verma (2018) research is related tothe critical review of digital

marketing (the current and future trends in marketing). Themain aim of this study is to find out the

trends in children, adolescents, teenagers usingdigital marketing media. This study finds that digital

marketing is cost-effective andhave a commercial impact on business. In comparison to traditional or

conventionaltechniques, Customers are seeking and searching more on the internet to discover thebest

deal from distributors throughout India.

Girshwyn Reddy (2016) examines digital marketing's influence on Customer decision-making in Nike's

retail operations. This research aimsto determine digital marketing's influence on worldwide companies.

This researchshows that internet marketing has changed customer behaviour. Future research mayexamine

different components of digital marketing and Customer decision-making todetermine if there are any

changes.

Yazdanifard R. et al. (2013)in his article digital marketing is an interesting topic especially forresearchers

in the marketing field. It is a new way of marketing a product/service globally to thetargeted market around

the world. This paper introduces a new approach concerning digitalmarketing in electronic commerce;

showing how advertisers need this innovation to besuccessful. This also relieves marketing managers for

more value added tasks such as marketingplans for better development of the company.

Pineiro-Otero &MartínezRolán (2016) the goal of this research paper was to examine the bestdigital

marketing strategies. This present study revealed several digital marketing strategies thatare useful to

companies, businesses, non-profits, educational facilities and other professionalareas. The literature

pointed clearly in the direction of combining technology with many aspectsof traditional marketing

ideology. The clear difference between traditional marketing and digitalmarketing as discussed byauthor, is

the strategic shift between the focus being placed on thecustomer; as opposed to the product.
P.K. Kannan&Hongshuang Alice Li (2016) in their article has suggested develop and describea

framework for research in digital marketing that highlights the touch points in the marketingprocess as well

as in the marketing strategy process where digital technologies are having andwill have a significant

impact. Using the framework, we organize the developments and extantresearch around the elements and

touch points comprising the framework and review theresearch literature in the broadly defined digital

marketing space. We outline the evolving issuesin and around the touch points and associated questions for

future research. Finally, we integratethese identified questions and set a research agenda for future research

in digital marketing toexamine the issues from the perspective of the firm.

Ahmad Bin Yamin (2017) study shows the impact of digital marketing on behaviouralprospect of

consumers of Bangladesh. Modern daymarketing has been going through a radical change. Fast moving

marketing trends based on thegrowth and innovation of new technologies as well as portable

communication devicesinfluencing the customer behaviour significantly. A well-designed marketing plan

with specificdigital marketing tools is the demand in the integrated marketing communication plan for

thistech friendly environment. High speed internet connectivity brings massive number of youngcrowds in

social media indicating marketer should be more focused and concentrated in digitalmarketing tools for

effective and efficient targeting of market as well as to achieve otherorganizational goals.

S. Sivasankaran (2017) stated that digital marketing has posed manychallenges to the marketer in the

retail segment. The present generation is more fascinated withthe online shopping than the conventional

buying. Themarketers are forced to introduce theinnovative way of selling due to the pressure of the

younger generation’s buying behaviour. Thebuying behaviour and behavioural pattern of youth has as

greater influence in thepurchasingbehaviour, hence in this study, “Digital marketing and its impact on

buying behaviour of youth isfocused as the core issue. The study reveals that most of the youngsters of the

presentgeneration have access to the digital media but they lack the awareness about its

optimumutilization.
Kingsnorth (2017)study shared that digital marketing and business strategy are concepts that shouldbe

integrated and grow together. Further research into specific digital marketing strategies,would be a

valuable contribution to the field of digital marketing and current body of work. Indepth, qualitative and

quantitative analysis would provide supporting evidence of the effectiveness or ineffectiveness of specific

strategies. Further comparative studies between traditional marketing and digital marketing would give

researchers and companies a betterunderstanding of differences between the two approaches.Digital

marketing is an innovative,influential contribution to the field of marketing.

Marin Istvanic et al. (2017) have explained how promotion of products has become anincreasingly

important component in the new digital age, mostly thanks to digital marketing.The traditional form of

marketing is lagging behind digital marketing, which offers users newopportunities like personalized

messages or answers to a search query. There are several waysto advertise on the internet, and in this paper,

ways and tools will be presented that allow digitaladvertising as well as their advantages and

disadvantages. Specifically, search engineoptimization, search engine marketing, display advertising,

social networking marketing and e-mailmarketing will be discussed. Also, the goal of the paper is to enable

more efficient creationand implementation of similar contents in new business environments through an

insight intointernet advertising, social and business networks.

According to 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.

Key findings also revealed that a company’s marketing success relies mostly on their website, social

marketing, and digital advertising, which are all parts of digital marketing. In addition, savings made by

using digital marketing can be reinvested elsewhere. Normally, companies spend 10 percent of their

revenueon marketing and 2.4 percent on digital marketing, which will increase to 9 percent in the future.

Parsons, Zeisser, Waitman (1996), In the developed world, companies have realized the importance of

digital marketing. In order for businesses to be successful they will have to merge online with traditional

methods for meeting the needs of customers more precisely.

Mangold, (2009)social media with an extra ordinary example Facebook has opened the door for

businesses to communicate with millions of people about products and services and has opened new

marketing opportunities in the market. This is possible only if the managers are fully aware of using the

communication strategies to engage the customers and enhancing their experience.

Munshi, (2012)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 can create tremendous

opportunities for governments to function in a more efficient manner. Firms in Singapore have tested the

success of digital marketing tools as being effective and useful for achieving results.

Vikas Bondar has published his article on “sales and marketing strategies “Internet is a really good thing.

TheInternet gives people a greater amount of information as we need. It is the best way to get a comparison

of theproducts that we need. If we are interested in buying, it is best for us to check the Web sites. Also, if

we wouldlike to make our own Web page, we can do this, without paying a lot of money. From where do

we set all thisinformation? The answer is from advertising, which we see, everywhere: on TV, on the

Internet, in thenewspapers 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.

1.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.

Itcan 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. It also creates

positive interaction with customers that can serve as the foundation for long term relationships and

encourage repeat purchases.

Nicholas Ind, Maria Chiara Riondino36 have originally published their article inthe Journal of Brand

Management in September 2001. The title of this article is "Branding on the Web: A real Revolution?"In

this paper difference in corporate attitudes to the Web are discussed and conclusions as to the way in which

branding practice and theory are affected by the new technology are drawn. This article explains the Web is

both a distribution and a communications channel that facilitates interaction community building, openness

and comparability.

Morgan Stanley Deanwitter published an equity research report analysing the Internet marketing and

advertising industry. The report studies research from dozens of companies and calculates the cost and

effectiveness of advertising across various media. Branding on the Internet works. For existing brands, the

Internet is more effective in driving recall than television, magazines, and newspapers and at least as good

in generating product interest.

Kaplan and Haenlein (2010) define digital marketing as a group of Internet-based applications that build

on theideological and technological foundations of Web 2.0, which facilitates the creation and exchange of

usergenerated content. It consists of different Internet applications such as blogs, social networking sites,

content communities, collaborative projects, virtual game worlds and social worlds.

Johnson and Greco (2003) explain that desires and different hopes from different clients can sometime

require certain unique information and contact strategies. Communication channels and strategies now

differ broadly from the ones in former times or offline times

OBJECTIVES OF THE STUDY :

The objectives are designed to have a particular direction to study like what aspect is to be studied. A

topic can be studied from various parameters, the objectives designed for a project gives a hint that in

what manner the topic is studied, what is the flow of project, what are the variables selected for the

project, etc.

 To study the concept of digital marketing.

 To study different channels of digital marketing.

 To study the trends involved in digital marketing.

 To analyze how digital marketing helps in the growth of the business.

 To study advantages and disadvantages of digital marketing.

 To study the different objectives of digital marketing.

 3. RESEARCH METHODOLOGY

INTRODUCTION

Research methodology simply refers to the practical “how” of any given piece of research.

More specifically, it’s about how a researcher systematically designs a study to ensure valid and

reliable results that address the research aims and objectives.

The techniques or the specific procedure which helps the students to identify, choose, process,

and analyze information about a subject is called Research Methodology. It allows the readers

to evaluate the validity and reliability of the study in the research paper. In simple words, it

describes what you did and what made you reach this obtained result. It is practical to know

‘how’ the given Research or any specific piece of Research was done.

How a researcher designs a comprehensive study to get a reliable outcome which justifies the

objectives of the course can be figured out by research methodology.

Characteristics of Research
Research is a process of collecting, analysing and interpreting information to answers.

But to complete the process it must have certain characteristics, which are as follows:

Controlled

It means exploring casualty in the relation of two factors. In simpler words, it can be stated that one

must set his study in such a way that minimizes the other factors affecting the relationship.
Rigorous

You must be careful in ensuring the procedures used to find the answers to the questions are relevant,

justified & appropriate. The degree of rigor varies between physical and social science.

Systematic
The procedure adopted to take an investigation should follow a certain logical sequence. Some

procedure must follow others.

Valid & verifiable

Whatever you conclude on the basis of your findings is correct and can be verified by you and others.

Empirical
Any conclusion drawn should be based on the data gathered from information based on life experiences
or observations.

Critical
The process of investigation must be fool proof and free from drawbacks. The process adopted the
procedures used must be able to withstand critical scrutiny.
RESEARCH PROBLEM

A research problem is a statement about an area of concern, a condition to be improved, a difficulty

to be eliminated, or a troubling question that exists in scholarly literature, in theory, or in practice

that points to the need for meaningful understanding and deliberate investigation. In some social

science disciplines, the research problem is typically posed in the form of a question. A research

problem does not state how to do something, offer a vague or broad proposition, or present a value

question.

The purpose of a problem statement is to:

1. Introduce the reader to the importance of the topic being studied. The reader is oriented to the

significance of the study and the research questions or hypotheses to follow.

2. Places the problem into a particular context that defines the parameters of what is to be

investigated.

3. Provides the framework for reporting the results and indicates what is probably

necessary to conduct the study and explain how the findings will present this

information.

RESEARCH PROBLEM FOR DIGILEAP

• Analysis on customer’s behaviour to Digital marketing.

• How to gain Customer’s trust as people do not trust new brands so easily

• Customer’s adaptability to change.

• Lack of awareness among people about new companies in the market.

• Identifying the target audience for respective client company

Scope of Study

The scope of a study explains the extent to which the research area will be explored in the work

and specify the parameters within the study will be operating. Basically, this means that you will

have to define what the study is going to cover and what it is focusing on.

• Scope of Competing

This study is done to help new Business in the market who is competing with similar business in the

market. Making best of use of digital platforms helps business gain upper edge in the market. It

attracts customers and ensures loyalty of the company and its products & services.

• Scope of covering target audience

The task is to cover all the aspects of Digital Marketing which ensures the growth of Business in

terms of bringing new Customers to the company, increasing sales, and spreading awareness about

the company and to compete with existing competitors in the market.

Importance of study
Good study skills can increase your confidence, competence, and self-esteem. They can also

reduce anxiety about tests and deadlines. By developing effective study skills, you may be able to

cut down on the numbers of hours spend studying, leaving more time for other things in your life.

• It will help Brand build an Image in the Market.

• It will help new businesses to step up in Market.

• Helps Businesses make profit out of Marketing.

• Recognising the sector of growth potential.

 • Making best use of available resources even in the situation of a Pandemic.

Research Design

Research design is the framework of research methods and techniques chosen by a researcher. The

design allows researchers to hone in on research methods that are suitable for the subject matter and

set up their studies up for success. The design of a research topic explains the type of research

(experimental, survey research, co-relational, semi-experimental, review) and also its sub-type

(experimental design, research problem and descriptive case-study).

UNDERSTANDING THE TYPES OF RESEARCH DESIGN

Keeping its dynamics into consideration, the research design is categorized into two different

perspectives, i.e., Quantitative Research Design and Qualitative Research Design. Further, there are

four main characteristics of research design which include Reliability, Neutrality, Validity as well as

Generalization. Further, a researcher should have a clear understanding of how their project can be

implemented in the research design.

QUANTITATIVE RESEARCH DESIGN

In Quantitative Research Design, a researcher examines the various variables while including

numbers as well as statistics in a project to analyze its findings. The use of graphics, figures, pie

charts is the main form of data collection measurement and meta-analysis (it is information about the

data by the data).

QUALITATIVE RESEARCH DESIGN

This type of research is quite contrary to quantitative research design. It is explanatory in nature and

always seeks answers to “What’s” and “How’s”. It mainly focuses on why a specific theory exists

and what would be the respondent’s answer to it. This allows a researcher to draw a conclusion with

proper findings. Case studies are mainly used in Qualitative Research Design in order to understand

various social complexities.

For my report I have used Quantitative Research Design and further Descriptive research design
approach.
Descriptive research design: In a descriptive design, a researcher is solely interested in describing the

situation or case under their research study. It is a theory- based design method which is created by

gathering, analyzing, and presenting collected data. This allows a researcher to provide insights into the

why and how of research. Descriptive design helps others better understand the need for the research. If

the problem statement is not clear, you can conduct exploratory research.

SAMPLING TECHNIQUE

Sampling is a technique of selecting individual members or a subset of the population to make

statistical inferences from them and estimate characteristics of the whole population. Different

sampling methods are widely used by researchers in market research so that they do not need to

research the entire population to collect actionable insights.

SIMPLE RANDOM SAMPLING is used in this project report.

In this case each individual is chosen entirely by chance and each member of the population has an
equal chance, or probability, of being selected. One way of obtaining a random sample is to give each
individual in a population a number, and then use a table of random numbers to decide which
individuals to include.

Sampling Area

The samples of the survey were done among random people with different Profession, Gender, and

choices. People were my relatives, friends, friends of friends and neighbors.

Sample Size

The size of the sample is about 60, comprising respondents of different socioeconomic profile (Age/

Gender/ Occupation/ Income Level).

Sources of data

The task of data collection begins after a research problem has been defined. In this study data was

collected through both primary and secondary data source.

Primary data - A primary data is a data, which is collected for gathering information for the first

time and to analyze the problem.

In this study the primary data was collected through

I. Phone calls/ Video Calls

II. Questionnaire

Secondary data- Secondary data consists of information that already exists somewhere, having been

collected for some other purpose.

In this study secondary data was collected from

I. Company’s Website
II. Web Pages and online research
 COMPANY PROFILE

Digileap Marketing Services Pvt. Ltd.

Company Website : www.digileapservices.com

Company Phone No. : 9980160264

Type : Business Service

Digileap is a team that makes the pulse of the online world. With active brand testing, spending,

optimization, and growth─ we do absolutely everything for your brand.

Digileap is dedicated to your brand’s growth. It strives to deliver top results to help brands like yours

thrive in this atmosphere. It is a group of digital marketing experts that believe in the use of data,

automation, and marketing to grow your brand. It works with brands at all stages of growth to help

them accomplish their online goals through various channels: SEO, PPC, Social Media Marketing,

and so on. They believe

Higher Ranking, Relevant Visitors. More Customers

All businesses yearn for them! And we can get you just more than that. While linear growth in

business makes you happy. How about exponential growth with us to make you ecstatic?
Founder and CEO : Sanjeev Kumar
Co-Founder : Saugata Chaulaya

Highlights of the Company

 Team of marketing experts, with the highest order of skill, needless to say.
 More than 9 years of experience in marketing.

 Goal-oriented and result-driven team.

 Leverages the best available technology.

 Innovative working style.

What Digileap Does?

They’ve helped different industry types achieve success online using our process for optimizing sales

and revenue by understanding your target audience and needs. Their digital marketing experts are not

only data-driven but also customer-focused. They ask the tough questions to reveal pain points, we

use analytics to build a sales funnel and we try to be creative with the messaging.

Retain Existing Customer

Know the customer’s perception and meet their expectations.

Boost Brand Perceptibility

Create brand visibility for profitable business growth.

Gain New Customers

Targeted marketing Campaigns to increase your customer base.

Magnify Digital Footprint

Increase your online presence to communicate core values and amp your sales.
 SERVICES OFFERED BY THE COMPANY

Social Media Marketing

As a digital millennial team, we affirm that social media is changing the world and we all are

witnessing it. With expert social media marketing stratagems, we create content for your business as

fire and use social media handles as gasoline.

Influencer Marketing
Marketing runs on recommendations, so our digital sense instigates your brand influence by

identifying researching, and engaging influencers.

Lead Generation (B2B & B2C)

We are a team of qualified and certified experts, enabled to give your website and business a high

lead generation percentage in return.

E-Commerce Marketing
We keep your business running online so that it does not run out. We do not create eCommerce sites

and market just for the sake of it, but to get things done.

Paid Advertising
Facebook, Instagram, YouTube, Google, Bing ads, Quora, Propeller ads, Hotstar ads,

Programmatic advertising, you name any platform of your choice, and you will see your brand name

gleaming there. We know the trick to keep you always on the Top Position in search results.

Organic Marketing
Our ad techniques create a love for your brand and products and not just liking. Another plus point,

we don’t ask to burn your pockets, organic traffic requires the right strategies and not a thousand

bucks.

SEO

Our rule of thumb is to build a site for the user and not a web for a spider that entangles anything. With us,

you can gift your users a friendly online experience with superb fun, easy, and SEO website and content. Be
targeted and trafficked.

App Store Optimization/Play Store Optimization

App-store/ Play store optimization services augment mobile apps to achieve a higher rank in the

app/play store search results and top the charts rankings. Mobile App SEO is no sweat here.

Email Marketing
With the right email marketing tactics, we make sure that people don’t just sign for your emails but

your brands also. We create valuable and personal touches at scale with every email channel.

Google Analytics/Webmaster
Not anything and everything works in the world of digital marketing. Google analytics and trends are

the ultimate guides that are our excellent power. Your clicks will match your expectations.

Mobile App Marketing

Who doesn’t market via mobile apps now? We create a full mobile experience- with apps, mobile-

friendly sites, loyalty programs, deploying targeting like location. Merge your purchase funnel with the

power of mobile and our expertise.

Account-based Marketing
As a focused approach for B2B marketing, with ABM we personalize campaigns, concentrate

resources on target account to increase engagement in the market. With the resurgence in this service

we communicate marketing messages for your brand based on specific attributes and account needs.
 COMPANY’S CLEINTS

The company has served more than 50 clients till now. Clients belong to different business types as

some belong to product selling categories, some provide services. Both B2B and B2C companies find

Digileap helpful.

4. DATA COLLECTION AND ANALYSIS

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of

discovering useful information, suggesting conclusions, and supporting decision-making. Data analysis
has multiple facets and approaches, encompassing diverse techniques under a variety of names, in

different business, science, and social science domains. Data mining is a particular data analysis

technique that focuses on modeling and knowledge discovery for predictive rather than purely

descriptive purposes. Business intelligence covers data analysis that relies heavily on aggregation,

focusing on business information. In statistical applications, some people divide data analysis into

descriptive statistics, exploratory data analysis (EDA), and confirmatory data analysis (CDA). EDA

focuses on discovering new features in the data and CDA on confirming or falsifying existing

hypotheses. Predictive analytics focuses on application of statistical models for predictive forecasting or

classification, while text analytics applies statistical, linguistic, and structural techniques to extract and

classify information from textual sources, a species of unstructured data. All are varieties of data

analysis. Data integration is a precursor to data analysis, and data analysis is closely linked to data

visualization and data dissemination. The term data analysis is sometimes used as a synonym for data

modeling.

Data reduction:
This step depends of concentrating, deciding, abstracting, simplifying and converting of the collected

data. This step manages data for the final conclusion.

Data display:
This is the step that proceeds with the reduced information and relatively depicts the assessment

in a structured / compacted manner to meet the process of concluding the results.

RESPONSES

Q1 What do you prefer?

a) Online shopping
 b) Offline shopping
c) None

Options Responses %
Online shopping 33 53.8%

Offline shopping 27 46.2%

None 0 0

Total 60 100%

Table 4.1

Figure 4.1

Interpretation – It was found that 33 people out of 60 prefer shopping through online platform than
offline.

Q2-Which social media platform you use the most?

a) Facebook
b) Instagram
c) Twitter

Responses %
Facebook 5 7.7%

Instagram 50 84.6%

Twitter 5 7.7%

Total 60 100%

Table 4.2
Figure 4.2

Interpretation – It was found that 50 people prefer using Instagram these days which is a positive

response as promotion on Instagram is easy.

Q3 Will you buy a product by watching an advertisement on Facebook if it is affordable and

worthy?
 a) Yes
b) No
c) Maybe

Responses %
Yes 19 30.8%

No 13 23.1%

Maybe 28 46.2%

Total 60 100%

Table 4.3

Figure 4.3

Interpretation – It was found that around 30 % i.e., 19 people tend to buy a product or service by

watching online promotion. Though, it is a tough decision for some people as they do not trust easily.

Q4 Do you check promotional Emails?

a) Yes
b) No
 c) Sometimes

Responses %
Yes 10 15.4%

No 37 61.5%

Sometimes 13 23.1%

Total 60 100%

Table 4.4

Figure 4.4

Interpretation – Around 36 people out of 60 do not check promotional Emails which can be a

drawback for B2C campaign.

Q 5 Do you read reviews of product and services before purchasing ?

a) Yes
 b) No
c) Sometimes

Responses %
Yes 51 84.6%

No 0 0

Sometimes 9 15.4%

Total 60 100%

Table 4.5

Figure 4.5

Interpretation – Around 85 % i.e., 51people out of 60 who buys product online tend to watch

reviews before making a purchase.

Q6 What are the things you take care before buying online ?

a) Affordable b) Worthy c) Quality

d) Looks e) COD availability f) Good Review

 Responses %
Affordable 18 30.8%

Worthy 14 23.1%

Quality 18 30.8%

Looks 0 0

COD availability 5 7.7%

Good Reviews 5 7.7%

Total 60 100%

Table 4.6

Figure 4.6

Interpretation – It was found that a no. of things matters to people before making a purchase.

Affordability, worthiness and quality are their priority.

Q7 When you search for a product and service on search engine, do you

a) Go with the top search result

b) Scroll till the end
c) Check 3-4 search results
d) Check only known companies results

Responses %
Go with the top search result 9 15.4%

Scroll till the end 28 46.2%

Check 3-4 search results 19 30.8%

Check only known companies results 4 7.7%

Total 60 100%

Table 4.7

Figure 4.7

Interpretation – Around 46 % people i.e., 28 scroll down the search results so as to make a perfect

choice. Whereas 30% i.e., 19 people only check top 3-4 search results. Rest goes with top result or

known brands only.

Q 8 Do you prefer buying from new business online?

a) Yes
b) No
c) Maybe

Responses %
Yes 14 23.1%

No 32 53.8%

Maybe 14 23.1%

Total 60 100%

Table 4.8

Figure 4.8

Interpretation – 32 out of 60 people do not believe in buying online from new businesses.

Though some are confused and gather information before buying.

Q9 Do you agree that Online Marketing / Digital Marketing is helpful to people in making purchase
decision?

a) Strongly disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly agree

Response %
Strongly disagree 5 7.7%
Disagree 5 7.7%
Neutral 5 7.7%
Agree 40 69.2%
Strongly agree 5 7.7%
Total 60 100%

Table 4.9

Figure 4.9

Interpretation – 40 out of 60 people believe that Digital Marketing has changed the way of purchasing

products and services. They have been useful since few years.