CHAPTER - I

INTRODUCTION

1
 INTRODUCTION

Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms to
promote products and services. Its development during the 1990s and 2000s, changed the way
brands and businesses use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life,[3] and as people increasingly use digital
devices instead of visiting physical shops,[4][5] digital marketing campaigns have become
prevalent, employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games
have become commonplace. Digital marketing extends to non-Internet channels that provide
digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile
ring tones.[6] The extension to non-Internet channels diff Digital marketing strategies may
include the use of one or more online channels and techniques (omnichannel) to increase brand
awareness among consumers.
Building brand awareness may involve such methods/tools as:
Search engine optimization (SEO)
Search engine optimization techniques may be used to improve the visibility of business
websites and brand-related content for common industry-related search queries.[45]
The importance of SEO to increasing brand awareness is said to correlate with the growing
influence of search results and search features like featured snippets, knowledge panels, and
local SEO on customer behavior.[46]
Search engine marketing (SEM)
SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible
positions atop search results pages and websites. Search ads have been shown to have a positive
impact on brand recognition, awareness and conversions.[47]
33% of searchers who click on paid ads do so because they directly respond to their particular
search query.[48]
Social media marketing
70% of marketers list increasing brand awareness as their number one goal for marketing on
social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top
platforms currently used by social media marketing teams.[49]
Content marketing
56% of marketers believe personalized content – brand-centered blogs, articles, social updates,
videos, landing pages – improves brand recall and engagement.[50]
According to Mentionlytics, an active and consistent content strategy that incorporates elements
of interactive content creation, social posting, and guest blogging can improve brand awareness
and loyalty by 88%

2
1. Consumer Purchasing Decision: Consumer purchasing decision refers to final decision a

consumer takes after considering all the factors such as income of the person, quality of the

product, brand equity of the company etc, to make payment for the purchased product to

make the purchase final.

2. Brand Perception: This refers to the set of characteristics a potential consumer relates a

particular product/company/brand with in order to make associations with. The perception of

a particular brand maybe influenced by factors such as marketing of that particular brand,

social campaigns carried out by that brand, consumer satisfaction/dissatisfaction of that

particular brand after consuming that brand and word of mouth image that brand has

established.

3. Email Advertising: This refers to the exchange of product discussions/views/testimonials

through emails shared between consumers with consumers, triggered by the companies.

4. Online word of mouth marketing: Marketing the product online through various techniques

including social media such as Facebook, Twitter; including consumer blogs to encourage

viral marketing.

5. Chat section: One to One or One too many discussions on the internet on established chat

forums designed to facilitate opinions, troubleshooting, recommendations and suggestions

regarding one or more products.

Marketing is carried out with the intent of reaching out to a maximum number of people in
exchange of minimum cost. When Internet was still in its formative years, marketing people used
to depend on traditional media such as television, radio, handbills, billboards, newspapers, and
magazines.

Today, the Internet is premium source for promoting your business. There has been a rapid rise
in the number of internet users since last few years. Thus Internet is the lucrative place to
promote the business.

What is Marketing?

3
As defined by the American Marketing Association, “marketing is the activity, set of institutions
and processes for creating, communicating, delivering, and exchanging offers that have value
for customers, clients, partners, and society at large”.

Marketing changes the perspective of a person. There are two approaches of marketing −

 Traditional marketing

 Online marketing

What is Online Marketing?

Online marketing is advertising and marketing the products or services of a business over
Internet.

Online marketing relies upon websites or emails to reach to the users and it is combined with e-
commerce to facilitate the business transactions. In online marketing, you can promote the
products and services via websites, blogs, email, social media, forums, and mobile Apps.

Online marketing is also termed as Internet marketing, Web marketing, or simply, OLM.

Difference between Traditional and Online Marketing

The goal of traditional marketing and online marketing are same − To attract and drive visitors of
advertise to buy the product thereby increasing the business profit. Let us see the difference
between two approaches now −

Traditional Marketing Online Marketing

It is difficult to measure. You cannot know how many It is measurable. You can know the number
people read your advertise and how many took of people who viewed the online advertise,
favorable action upon viewing it. and the number of ones who purchased the
product.

It is not cost-effective. It is more cost-effective.

It is not so good for brand building. It is fast and efficient for brand building.

In some way, it interrupts regular activities of users It is not interrupting. The user can attend
such as television advertises interrupt the program you online advertises as per his/her
are watching, billboards divert focus of the driver, etc. convenience and preferences.

4
It may leave users’ queries unanswered as printing or It can provide maximum information about
narrating complete information about the product or the product or service, offers, and
service may not be always feasible. transactions.

Online marketing is widely practiced strategy of advertising or promoting sales and name of the
business. Wise use of the online marketing strategies can take the business to unprecedented
levels of success.

Components of Online Marketing

Online marketing has various components as shown in the illustration below −

Here in this tutorial, we will provide an insight into each of these components one by one in
detail.

Market Research

Business organizations need to set clear objectives and strong market understanding. To research
the market, you can −

 Review your website traffic.

 Review the Ad conversion rates.

 Review the queries asked by your existing customers.

5
  Identify the customers’ pain points that they post on various platforms such as yahoo
answers, blogs, social media, and other sites.

 Anticipate and compile a list of Frequently Asked Questions (FAQs) with their clear
answers and align them to customers’ pain points.

 Include the fact sheet about product if required.

Keyword Research

Choosing a correct and relevant set of keywords can help design a crisp and persuasive advertise
for online marketing. Before accessing any keyword research tool, ask yourself −

 What is the purpose of this web page?

 How clearly can I state the conversion event?

 Have I clearly answered all the pain points that users might look for on this page?

 Which phrases the users might enter while looking for a solution?

 Are my keywords relevant to the users’ intent?

SEO Friendly Website

Mapping the right keywords around the users’ pain points in a hierarchical manner makes an
effective website. You need to categorize the keywords in a thematic order and then link the
respective articles to the keywords. This makes the website easy maintain.

Web Analytics

The ultimate goal of analytics is to identify actionable insights on monthly basis which can help
to make favorable changes to the website gradually. This in turn ultimately leads to strong profits
in long term.

Online Advertising

It is placing crisp, simple, and tempting Ads on the websites to attract the viewers’ attention and
developing viewers’ interest in the product or service.

Mobile Advertising

It is creating awareness about the business and promoting it on smart phones that people carry
with them inseparably.

Search Engine Optimization (SEO)

6
It is the activity of optimizing web pages or complete website in order to make them search
engine friendly, thus getting higher position in the search results. It contributes to overall
rankings of the keywords through influencing factors such as appropriate titles, meta
descriptions, website speed, links, etc.

Social Media Marketing

It includes creating profiles of your brand on social media platforms such as Google Plus,
LinkedIn, Pinterest, Twitter, Facebook, etc. It assures that you remain connected to the existing
or potential customers, build awareness about the products and services, create interest in and
desire to buy your product, and interact with the customers on their own terms and convenience.

Email Marketing

You can interact with the customers to answer their queries using automatic responders and
enhance the customer experience with your website.

You can offer the options such as signing-in to subscribe to your newsletter. You can make the
emails catchy and crisp, so that they don’t make recipients annoyed. Also, you can use selected
best words in the subject line to boost the open rate.

Content Marketing

It includes creation and sharing of media and publishing the content in order to acquire and
retain customers.

Blogs

Blogs are web pages created by an individual or a group of individuals. They are updated on a
regular basis. You can write blogs for business promotion.

Banners

Banners are long strips of cloth with a slogan or design. They are carried for demonstration,
procession, or hung in a public place. There are internet banners in parallel to tangible banners
for advertising.

Internet Forums

They are nothing but message boards of online discussion websites, where people posts
messages and engage into conversation.

7
 CHAPTER - II
REVIEW OF LITERATURE

8
 REVIEW OF LITERATURE

Digital Marketing Channels are systems based on the Internet that can create, accelerate, and
transmit product value from producer to a consumer terminal, through digital
networks.[63][64] Digital marketing is facilitated by multiple Digital Marketing channels, As an
advertiser one's core objective is to find channels which result in maximum two-way
communication and a better overall ROI for the brand. There are multiple digital marketing
channels available namely;[65]

1. Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable,

and easy means of marketing through online platforms. This is due to a lack of reliability
in terms of affiliates that can produce the demanded number of new customers. As a
result of this risk and bad affiliates, it leaves the brand prone to exploitation in terms of
claiming commission that isn't honestly acquired. Legal means may offer some
protection against this, yet there are limitations in recovering any losses or investment.
Despite this, affiliate marketing allows the brand to market towards smaller publishers
and websites with smaller traffic. Brands that choose to use this marketing often should
beware of such risks involved and look to associate with affiliates in which rules are laid
down between the parties involved to assure and minimize the risk involved.[66]
2. Display advertising - As the term implies, online display advertising deals with
showcasing promotional messages or ideas to the consumer on the internet. This includes
a wide range of advertisements like advertising blogs, networks, interstitial ads,
contextual data, ads on search engines, classified or dynamic advertisements, etc. The
method can target specific audience tuning in from different types of locals to view a
particular advertisement, the variations can be found as the most productive element of
this method.
3. Email marketing - Email marketing in comparison to other forms of digital marketing is
considered cheap; it is also a way to rapidly communicate a message such as their value
proposition to existing or potential customers. Yet this channel of communication may
be perceived by recipients to be bothersome and irritating especially to new or potential
customers, therefore the success of email marketing is reliant on the language and visual
appeal applied. In terms of visual appeal, there are indications that using graphics/visuals
that are relevant to the message which is attempting to be sent, yet less visual graphics to
be applied with initial emails are more effective in-turn creating a relatively personal feel
to the email. In terms of language, the style is the main factor in determining how
captivating the email is. Using a casual tone invokes a warmer and gentle and inviting
feel to the email in comparison to a formal style. For combinations; it's suggested that to
maximize effectiveness; using no graphics/visual alongside casual language. In contrast,
using no visual appeal and a formal language style is seen as the least effective
method.[67]
4. Search engine marketing - Search engine marketing (SEM) is a form of Internet
marketing that involves the promotion of websites by increasing their visibility in search
engine results pages (SERPs) primarily through paid advertising. SEM may
incorporate Search engine optimization, which adjusts or rewrites website content and

9
 site architecture to achieve a higher ranking in search engine results pages to enhance
pay per click (PPC) listings.
5. Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets
as it supports different channels used in and among these, comes the Social Media. When
we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to
market a product or service, the strategy is called Social Media Marketing. It is a
procedure wherein strategies are made and executed to draw in traffic for a website or to
gain the attention of buyers over the web using different social media platforms.
6. Social networking service - A social networking service is an online platform which
people use to build social networks or social relations with other people who share
similar personal or career interests, activities, backgrounds or real-life connections

In these modern times, consumers not only buy products but also market them. They share
details such as product quality, reliability, pricing, ease of use and warranty claim procedures by
word of mouth and through online forums and social communities. This research aims to study in
depth the factors that affect consumers’ ability to market products online and to then develop and
focus on the most productive measures of marketing so that they help marketing managers
across industries to develop new tools and techniques to harness consumers marketing
potential. As Chaffee (1986) noted, the greater the interaction between people on mass
media, the higher the chances of them sharing this information to cause opinion change resulting
social change. This means that indirect agents aren’t as effective as direct agents, in this
case, consumers themselves. Encouraging consumers themselves to get involved in the
marketing process increases the credibility of the message delivered.

In addition, Direct-to-consumer marketing can be greatly affected by consumers approach

towards it, which is influenced by media integrity(Huh, Delorme and Reid, 2004).It’s also
important to keep in mind the ethical concerns of pharmaceutical industries when involving
consumers as advertising agents as improper attempts can lead to damaging results. For
example, Merck's careless practices concerning Vioxx injured quite a lot of patients and
caused tremendous economic loss (Mercola, 2005). Apple Newton, a discontinued product over
9 years ago has the opportunity for coming up again as consumers of this particular product aim
to use vigilante marketing as a tool to modify, repair and innovate this product. The way in
which we regard Newton trade name population "homebrew advertising" (Kahney, 2004) "Folk
advertising" (O'Guinn, 2003), the open source "branding (which goes by many names,
including the recent proliferation of customer evangelism with a nice dovetails Garfiel, 2005),
and "vigilante marketing" (Ives, 2004).

Online chatting has proved to be a strong promotion and marketing hub in this century.
According to Teenage Research Unlimited, 81% of youngsters use the Internet and chatting is
the number one activity in which they engage (Brown, 1999; Porterfield, 1999). The research in
this area is still under development but the prospects look fruitful as such large number of young
minds in a single place has tons of information to share, including their experiences of different

10
products. Creating ethical customer value not only means satisfying the customer by fulfilling
their needs through a product which is manufactured by an enterprise backed up by many ethical
norms and values. Rather it also means, involving customers to share their experience of
product utilization against the experience of using competitors products and then to publish these
blocks of information online of social blogs or relevant forums so that it allows
enterprises with greater edge to come forward. (Grace Tyng-Ruu Lin and Jerry Lin, 2006).
According to David Godes and Dina Mayzlin (Fall, 2004), the survival of a freely
controllable pool of apparent interactions is matchless. This examination establishes the
existence of evidence into these interactions along with its retrieval by least price tag. The
discrepancy relations amid quantity plus diffusion and sales, ought to be studied.
Furthermore, supposing the relationship is there, the issue of tackling dispersion is
motivating. In addition he further stated that more research is required for the generation
of a more acceptable root intended for the computation of distribution.

One more significant issue in this regard is the association between the online and offline realms
of word of mouth. This study probed the effectiveness of online societies in mending
fundamental sale development occurring offline. Meaning

a) individuals come to offline judgments after processing online data or

b) online interactions may trigger offline interactions. Consumer’s willingly participate in

online information sharing without acknowledging the fact the organizations might be
processing this information simultaneously and concluding various interpretations from them.
However, this is not the case in customary market research measurement where people give
their consent for such use of their information.

According to Alan L. Montgomery Interfaces (Mar. - Apr., 2001) It is normal for a dynamic
medium such as internet to create by itself new means of communication interfaces and new
applications to assist in the creation of an online language

Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki and Sarah J.S. Wilner (2010)
further added, “We analyze revising practices at Amazon.com and bn.com and discovered
that customer appraisals tend to be constructive at both sites and that they are more
comprehensive at Amazon.com.This confirmation suggests that customer endorsement
touches consumer purchasing performance at two Internet retail sites. The notion that
customer content affects sales is mandatory for variances in customer content eminence to
have any impact on differences in revenues or profitability across retailers. An interesting
allowance to this research would be to scrutinize whether refining a customer's contentment
with his or her purchases affects consequent customer loyalty.”
This paper Chrysanthos Dellarocas (October 2003) relates and explains the relationship
between internet feedback mechanisms & their ability to become large scale information
exchange hubs where consumers share their views on different products.

11
The penetration of online marketing in the consideration set of consumers is greatly
influencing the decision patterns and decision behaviors of consumers across industries in a
subtle yet significant way. There is evidence to suggest that consumers now rely much on
online views and opinions ranging from investment options to deciding what entertainment to
use for recreation.(Guernsay, 2000).
The online marketing faces a new challenge in the contemporary era, that is, the unfamiliarity
of the individuals posting or sharing information on the web with those who view and/or
access it. As each individual can freely post, share and comment his/her opinions and views
regarding different products on the internet without any thorough input of personal
information; it creates a fragile online identity, similar to that of a stranger. This can lead to
trust issues amongst the target audience, thus affecting the impact of the shared information.
(Friedman and Resnick, 2001).
Dellarocas (2003) discusses however that unfamiliar identity can lead to optimum outputs if
the nature of information sharing is not subjective, but objective. Objective information
sharing and exchange can lead to better understanding of the context than subjective
information as there is less distortion and variability in objective data compared to subjective
data. However, it is important to note that the nature of the product or service will also
influence the effectiveness of the shared information.
The growth rate of the market is an essential indicator of the market’s potential. (Gatignon,
Weitz and Bansal 1990). Markets that are growing strongly tend to have more potential for profit

12
 CHAPTER - III
RESEARCH METHODOLOGY

13
 NEED OF THE STUDY
 The growth of online shopping. A survey by Statista projects 230.5 million people in the
United States will use the internet to shop, compare, and buy products by 2021, up from
209.6 million in 2016.[38] Research from business software firm Salesforce found 87% of
people began searches for products and brands on digital channels in 2018.[39]
 The role of digital interaction in customer behavior. It’s estimated that 70% of all retail
purchases made in the U.S. are influenced to some degree by an interaction with a brand
online.[40]
 The growing influence and role of brand awareness in online consumer decision-making:
82% of online shoppers searching for services give preference to brands they know of

OBJECTIVES OF THE STUDY

Segmentation
Influencer marketing
Online behavioral advertising
Collaborative Environment
Data-driven advertising
Remarketing
RESEARCH METHODOLOGY

The method of sampling used was random sampling. The main aim of the study was to cover
employee’s at all hierarchical levels. Therefore, a sample of respondents was chosen at each
level of hierarchy in all the departments and services. The sample size was taken as 50. The
respondents were from 4 categories as Scientific Staff, Technical Staff, Administrators, and
Supporting Staff.

Respondents
Employee Details Supporting Technical Scientific
Administrators
Staff Staff Staff
Total No. of.
700 100 105 100
Employees
Sample No. of.
20 10 10 10
Employees
Sample selection is random from all the 4 categories.
DATA COLLECTION:
Data is recorded measure of phenomena. While deciding about the method of data collection, the
researcher should keep in the mind about two types of data. They are, Primary Data and
Secondary Data.
PRIMARY DATA:
14
The primary data has been collected through Questionnaire. The Questionnaire has been properly
prepared in order to cover all the information required for the study. This Primary data was also
collected through personal interview and interaction with the officials and staff in the
organization.
SECONDARY DATA:
Secondary data has been collected through the annual reports of the organization & from the
manuals. Some data was collected from the website of the organization (www.hul.com) and
(www.who.com).

The data was also collected from various publications in the magazines like HRM Review, HRD,
sap, people soft , oracle hr payroll process and policy’s and journal like Indian Journal of
Industrial Relations and the various articles published in them.
COMPANY ADDRESS

Address:- Road Number 5, Sri Nagar Colony, Kamalapuri Colony, Jubilee Hills, Hyderabad,
Telangana 500045

SCOPE OF THE STUDY

Balancing search and display for digital display ads are important; marketers tend to look at the
last search and attribute all of the effectiveness of this. This, in turn, disregards other marketing
efforts, which establish brand value within the consumer's mind. ComScore determined through
drawing on data online, produced by over one hundred multichannel retailers that digital display
marketing poses strengths when compared with or positioned alongside, paid search (Whiteside,
2016).[60] This is why it is advised that when someone clicks on a display ad the company opens
a landing page, not its home page.
A landing page typically has something to draw the customer in to search beyond this page. T
Commonly marketers see increased sales among people exposed to a search ad. But the fact of
how many people you can reach with a display campaign compared to a search campaign should
be considered. Multichannel retailers have an increased reach if the display is considered in
synergy with search campaigns.
Overall both search and display aspects are valued as display campaigns build awareness for the
brand so that more people are likely to click on these digital ads when running a search campaign

15
 LIMITATIONS OF THE STUDY
 Consumer behavior- the habits or attitudes of a consumer that influences the buying process
of a product or service.[97] Consumer behavior impacts virtually every stage of the buying
process specifically in relation to digital environments and devices.[97]
 Predictive analytics- a form of data mining that involves utilizing existing data to predict
potential future trends or behaviors.[98] Can assist companies in predicting future behavior of
customers.
 Buyer persona- employing research of consumer behavior regarding habits like brand
awareness and buying behavior to profile prospective customers.[98] Establishing a buyer
persona helps a company better understand their audience and their specific wants/needs.
 Marketing Strategy- strategic planning employed by a brand to determine potential
positioning within a market as well as the prospective target audience; involves two key
elements: segmentation and positioning.[98] By developing a marketing strategy, a company
is able to better anticipate and plan for each step in the marketing and buying process

16
 CHAPTER - IV
THEORETICAL FRAME WORK

17
 THEORETICAL FRAME WORK
Our overall aim is to theorize a mechanism through which socio-technical systems

emerge, evolve, and stabilize on the Internet. We use a multi-level theoretical approach to

conceptualize this mechanism (Brodie, Saren, and Pels 2011), combining practice theory and

neo-institutional theory. The former helps us conceptualize socio-technical systems, their

cultural components, and the mechanism of their evolution; the latter, with its concepts of

imprinting and institutional work, helps us formalize explanations of system stability and

understand the individual contributions to systemic change. Marketing scholars have recently

outlined the need to distinguish between general theories and middle-range theories (Brodie,

Saren, and Pels 2011). Whereas general theories are broad and abstract, middle-range theories

constitute a way of linking a body of abstract knowledge to empirical findings. A general

theory provides the fundamental premises upon which the middle-range theory builds to make

propositions or hypotheses that can be empirically investigated. We use the global framework

of practice theory (Feldman and Orlikowski 2011; Reckwitz 2002b) to assess the fundamental

mechanisms inherent in the socio-technical system we investigate. Next, we use neo-

institutional theory and its concepts of organizational imprinting (Stinchcombe 1965) and

institutional work (Lawrence, Suddaby, and Leca 2011) to operationalize these abstract

premises into functional middle-range concepts

Practice theory is one of the latest integrative cultural theories. Practices are defined as

a “routinized way in which bodies are moved, objects are handled, subjects are treated, things

are described and the world is understood” (Reckwitz 2002b, p 250). Practices are a set of

recurring patterns of action and understanding occurring in a socio-technical system, namely

an organized set of human beings and objects (Bajde 2013; Latour 1991). General systems

theories posit that each system is made of several subsystems (Simon 1977), especially as the

system grows in size; similarly, practice theory classifies practices as integrative practices

18
composed of dispersed practices (Schatzki 1996). This theory sees culture as a filter between

reality and individuals that orientates human agency (Berger and Luckmann 1967). This filter

is constituted by a symbolic structure (a codified way of representing and understanding

reality) that influences the way actors interact. In this article, we use the term “cultural

repertoire” to refer to a logically organized set of representations tied to a certain practice. For

example, the practice of cooking implies the existence of a cultural repertoire segmenting

ingredients between edible ones and non-edible ones, and specifying which ones “fit” together

or not. The existence of a cultural repertoire therefore depends on the existence of a practice

(Schatzki 2005). By the routinized enactment of practices, the corresponding set of

representations is created, organized, and stabilized over time. Thus, a cultural repertoire

guides the behavior of a socio-technical system while being sustained by the practices enacted

in it. As each system is made of subsystems, each practice involves various subpractices and

subcultural repertoires. An analysis of the yoga market has shown that the same practice

(yoga) can be guided by different cultural repertoires (Ertimur and Coskuner-Balli 2015).

A repertoire emerges over time from the enactment of practices and is considered a

property of the system it is part of (Archer and Elder-Vass 2012). While it is quite

straightforward that human beings possess representations of the world, it is important to note

that objects are also infused with representations. They are subject to interpretive flexibility

(Orlikowski 1992): while an object can be understood differently by users, designers embed

understandings in the objects they create, limiting the span of possible representations

subsequent users can mobilize. Thus, objects have an impact of their own on the enactment of

practices. For example, the use of chopsticks in Japanese culture induced a certain way of

preparing food (e.g. in bite-size pieces). However, there is no human agency at play in this

process: no one decided to create chopsticks to influence the size of the pieces of food.

Despite the tendency of the routine enactment of practices to create stability, a socio-

19
technical system is open to change: on the one hand, evolution can result from micro-

improvisations in the use of objects, efforts toward improvement, and the co-occurrence of

various practices (Warde 2005); on the other hand, change can originate from the modification

of the socio-technical systems themselves, by adding, removing, or modifying the human

actors and objects included in a system (Orlikowski 2000). Adding an object is not random, as

it has to be judged “practically adequate”, namely coherent with the symbolic structure

(Schatzki 2005). Both mechanisms influence the organization of representations (cultural

repertoires), the actors and objects included (socio-technical systems), and the resulting

behaviors. For example, the use of vegetable peels in cooking practices has resulted from a

micro-adaptation that made the representation of peels shift from “non-edible” to “edible”.

Conversely, a single practice can diversify into different subpractices involving diverse

cultural repertoires: in this case, a single object can be understood differently in two loosely

coupled socio-technical systems. For example, a yoga chant can be included in two different

cultural repertoires (Ertimur and Coskuner-Balli 2015).

A virtual environment such as the Internet, created by a few individuals and massively

used afterwards, is particularly subject to interpretive flexibility. The cultural repertoire that

developed during its creation had to evolve when the system was modified by adding new

actors (marketers, individual users) and new objects (algorithms, source codes). Hence,

cultural repertoires had to evolve in parallel, and different parts of the system (social media

platforms, virtual marketplaces, or forum-based brand communities) may be related to

different cultural repertoires. Studies have shown how behaviors differ across platforms

(Smith, Fischer, and Yongjian 2012) and how cultural repertoires share similarities in the

same kind of platforms across product categories (Schau, Muniz, and Arnould 2009).

In this section, we have presented the fundamental mechanisms of cultural stability

and change: cultural repertoires emerge over time from the practices enacted in a socio-

20
technical system made of human beings and objects, through the modification of the entities

involved in the system and micro-variation in practices. However, cultural theories do not

help understand how the original shape of the socio-technical system and its first cultural

repertoire emerge; this is why we introduce institutional theory and its concept of imprinting

and institutional work in the following section.

Institutional theory: Cultural construction and stabilization through imprinting

work

Recent developments in institutional theory have begun to draw from practice theory

to incorporate the effect of individual practices into the shaping of institutions (Feldman and

Orlikowski 2011). In particular, these theories deal with the mechanisms that shape an

organization, through the reformulation of the concept of organizational imprinting

(Stinchcombe 1965). Organizational imprinting is the phenomenon by which environmental

features (such as symbolic, economic, or material patterns) are included in an organization

during its founding and tend to reproduce over time (Marquis and Tilcsik 2013). Previous

studies have used the imprinting concept for different levels of analysis: organizational fields

(Marquis 2003), organizational building blocks (Perrow 1999), and individuals (Schoar and

Zuo 2017). Imprinting applies to a system level, as organizational collectives are a system

defined by the fact that all entities included are organizations. In conceptualizations of field-

level imprinting, organizations are linked by loose bonds such as geographical (Marquis

2003) or industrial (Stinchcombe 1965) proximity; some authors argue that the organizations

constituting the field “need to do nothing more than take note of one another” (Wooten and

Hoffman 2008, p 64).

Three sources of imprints for organizational fields exist: economic and technological

conditions acting as constraints during the founding process; institutional factors providing

standards of legitimacy; and individuals (political and industry leaders) providing ideologies

21
and templates (Marquis and Tilcsik 2013). These imprints persist over time due to routine

creation (Bryant 2014), technological lock-in (Perrow 1999), and isomorphism (DiMaggio

and Powell 1983). The routinization of Japanese cooking, the persistent use of chopsticks, and

the transmission of family cooking rituals are factors that could maintain the original imprint

on the Japanese cooking practices.

The persistence of imprints is not to be taken for granted, as some imprints can fade

away (Kriauciunas and Kale 2006), nor is it exclusive, as several layers of imprints can

“sediment”, namely “be simultaneously present on the surface of an organizational life”

(Cooper et al. 1996, p 635). A promising research avenue stems from this sedimentation

process, as different layers of imprints could combine over time (Marquis and Tilcsik 2013).

The fast technological evolution of the Internet does not exclude the role of technological

imprinting, since in the case of a change in technology, actors tend to rely on old

understandings to use the new technology (Raviola and Norbäck 2013). Hence, technological

imprints can persist even after a technological change.

As the environment does not “stamp itself” magically on the organizational field,

Simsek, Fox and Heavey (2015) call for the investigation of the micro-level individual or

collective strategies underlying the imprinting process. Institutional theory refers to actor-

driven institutional change through the concept of institutional work, defined as “the effort of

individuals and collective actors to cope with, keep up with, shore up, tear down, tinker with,

transform, or create anew the institutional structures within which they live, work, and play,

and which give them roles, relationships, resources and routines” (Lawrence, Suddaby, and

Leca 2011, p 53). Institutional work refers to the way individuals adapt their behavior in

relation to institutional pressures. It is a key feature of organizational imprinting (Johnson

2007) not restricted to the founding moment.

Research has outlined three types of institutional work: creating, maintaining, and

22
disrupting institutions (Lawrence and Suddaby 2006). Recent developments advocate the

integration of materiality studies to get a better understanding of these three types of

institutional work (Gawer and Phillips 2013). Hence, the study of the micro-level process of

imprinting must include material components into the traditional institutional work approach.

In the next section, in order to understand how the micro-level processes of imprinting

explain the system-level dynamics (Simsek, Fox, and Heavey 2015), we combine findings

from the institutional literature with elements from practice theory to define two kinds of

imprinting work. We define imprinting work as a sequence of actions involving symbolic and

material resources designed to imprint specific environmental features into a system. Two

kinds of imprinting work can be enacted depending on the state of the system, especially its

size, during the imprinting episode. On the one hand, when the system does not exist yet, its

foundation takes place in an entirely external environment: at that moment, we expect

institutional workers to appropriate features from their own external environment and imprint

those on the system; this is what we call appropriation work. This type of work comes from

the traditional formulation of the imprinting concept (Marquis and Tilcsik 2013) adapted to

the founding moment of the system. On the other hand, a system can grow over time and its

parts may develop their own cultural repertoires. Studies investigating the coexistence of

various cultural repertoires have outlined the possibility of cultural co-optation (Thompson

and Coskuner-Balli 2007) or integration (Ertimur and Coskuner-Balli 2015). In this case, we

expect institutional workers creating a new subsystem to integrate existing features from

multiple existing subsystems, constituting the environment of the new subsystem, during the

imprinting episode; this is what we call assimilation work. Appropriation is likely to occur

first as for small or inexistent systems, features can only come from the outside. Then, as the

system grows and subsystems and their cultural repertoires stabilize, assimilation should take

place as actors can find subsystem features more practically adequate than external features: a

23
family resemblance would then exist between the different subsystems as they originate from

the same overall system. To investigate the evolution of a system, historical approaches are

particularly relevant. In the next part, we describe the methodology we have adopted.

Historical approach: Rationale and method

Cultural change in an institutional field is a non-deterministic and non-linear process

(Meyer, Gaba, and Colwell 2005). Therefore, it is important to investigate the entire timespan

of the emergence of Internet cultures. We conducted a historical-theoretical analysis

(Fullerton and Punj 1998) focused on secondary sources and aiming at theoretical

developments, an approach previously used in consumer research (Twede 2002; Witkowski

1989). This focus on secondary sources is a common historical procedure (Heaton 2008)

justified by the already extensive body of literature about the history of the Internet and the

ephemeral nature of digital contents (Brügger 2013). Historical sources do exist, but none of

them identifies all the Internet cultural repertoires to bring them into a single framework.

Thus, we undertook an analysis of secondary sources of published historical studies about the

history of the Internet. We cross-searched and analyzed historical research about the Internet

in order to build the whole picture of the phenomenon we wanted to investigate. However, in

order to fully “get into the minds of contemporaries” (Fullerton 2011, p 438), we read a

number of primary sources cited in the historical research we used. We used the Internet

Archive Wayback Machine (https://archive.org/web/) to access some of the primary sources

we needed to consult.

The core body of literature we used is made of books, chapters, and articles focusing

on the history of the Internet or presenting historical material about this topic. Previous

studies using this kind of method (Low and Fullerton 1994; Twede 2002; Witkowski 1989)

followed the procedure of a traditional literature review, without making their criteria of

source inclusion explicit. We decided to select our sources using a straightforward criterion of

24
relevance (Golder 2000). We started from major readings about the history of the Internet as a

whole (Abbate 1999; Castells 2001; Ceruzzi 2012; Hauben and Hauben 1997; Schafer and

Stenger 2014) to obtain a comprehensive picture of our object of study. We then looked for

additional material to further investigate specific topics such as the history of web marketing

(Abbate 2010; Amor 2001; Beuscart and Mellet 2008; Brunton 2013; Jansen and Mullen

2008; Thorson, Wells, and Rogers 1999), cultural influences on the development of the

Internet (Barbrook and Cameron 1996; Dijck 2013; Marwick 2013; Werry 1999), and counter-

cultural phenomena that can have an impact on business activities on the Internet (Coleman

2013; Coleman 2014; Johns 2010; Phillips 2015). All our searches were made using the

Google Scholar database, as it references both books and articles; we also used the reference

lists of our sources to find more relevant material.

When needed, we went through non-academic secondary sources, after assessing their

credibility, in order to gather factual evidence and first-hand quotes (Gibson 2012; Morrissey

2013; National Science Foundation 2000; New Media Institute 2014; Stewart 2015;

Templeton 2003a; Templeton 2004; Templeton 2003b). In order to link our findings to general

academic research on digital marketing, we then collected several literature reviews and

editorials from marketing journals such as Journal of Marketing, Journal of Interactive

Marketing, European Journal of Marketing and Journal of Research in Interactive Marketing

(Hoffman and Novak 2009; Malthouse and Hofacker 2010; Ngai 2003; Pomirleanu et al.

2013; Ratchford 2015; Schibrowsky, Peltier, and Nill 2007; Yadav and Pavlou 2014). By

combining the work of professional historians with that of non-historian academics,

journalists, and bloggers, we reduced any potential bias by collecting multiple sources of

many kinds (Fullerton 2011). We used only elements that are agreed by all the sources we

consulted in order to maximize the plausibility of the reported information (Golder 2000).

We used the problem-solving approach to interpret our data (Haydu 1998). The

25
problem-solving approach is a way to periodize history based on turning points, a method

considered as the “most logical and acceptable method of periodization” (Hollander et al.

2005, p 37). In this approach, historical periods are connected by the overarching theme of

solving a specific enduring problem, as each period exhibits a particular way of dealing with

the problem. Thus, the analysis focuses on how actors form relationships and act in order to

solve this problem in one way rather than another. The chosen solution may generate later

crises, revealing causal processes. More importantly, this solution embodies “tools and

understandings with which later actors confront those crises” (Haydu 1998, p 354), and as

such, it has a strong impact on the modification of the symbolic structure of the system.

An abductive analytical process revealed that the enduring element that could

periodize our data is the extension of business practices to new Internet subsystems. Drawing

together different elements of historical material, we found three regularities: first, actors

recognize the whole Internet (or a part of the Internet) as a system of its own; second, they

identify business opportunities in this system; third, they enact practices to benefit from these

business opportunities. Even though our approach is broadly chronological, we did not find

markers that could clearly delineate the beginning or the end of each era. Moreover, our

periods overlap significantly for two reasons: first, time passes between recognizing a

business opportunity and seizing it, and at a single point in time, exploitation in one era can

coexist with recognition of the opportunity in the subsequent era; second, the separation

between eras is more spatial than temporal. In other words, older systems co-exist with newer

ones. Hence, we did not try to temporally circumscribe our periods, even though we listed

them in chronological order of creation of the systems. The four eras we describe correspond

to four moments of the extension of marketing to Internet systems; for each system, the

cultural repertoire appeared to stabilize in one specific way. The following section presents

the four eras of Internet development. For each era, we outline the process of creation of the

26
corresponding system, the entities populating this system, the extension of marketing, and the

resulting cultural repertoire.

Results: The four eras of the development of Internet cultures

From the late 1960s to 2016, many events took place that modified the cultural

environment of the Internet. However, new cultural repertoires did not erase the previous

ones, since a virtual system is not limited in size. This cultural juxtaposition enabled the

persistence of old repertoires and reduced the need to intertwine different ones. As a result,

the idea of a global Internet culture (Nicovich and Cornwell 1998) could logically emerge in

the 1990s, when Internet users were interacting mainly in one subsystem, namely user-

managed Internet forums. Through the creation of brand-managed communities, showcase

websites, electronic marketplaces, and social networks, users were subject to other cultural

influences, and this Internet culture from the 1990s has to be understood as one Internet

culture among others. In this section, we use “Internet system” to refer to the whole socio-

technical system; other uses of “system” refer to the subsystems we investigate.

The four eras do not constitute “finite” eras, but rather persist over time, as properties

of enduring systems. We find that in the first two eras, actors undertake appropriation work,

through the creation of two systems with culturally opposed repertoires: collaborative systems

and traditional market systems. In the last two eras, actors undertake assimilation work, where

institutional workers from traditional market systems integrate features from collaborative

systems. For each era, a table summarizes the main historical events (Tables 1 to 4) upon

which we build our results. The four cultural repertoires we outline can be organized around

two dimensions referring to how they define entities and their behaviors in the system: the

centralization of management decisions and the behavioral diversity of individuals.

Management decisions refer to decisions constituting the activity of business

administration such as organizational structuration, goods and services production

27
management, marketing management and so on. The organization of management decisions

refers to the diversity of actors entitled to take these decisions. Two types of management

decision structures can be found in our results: decentralized management decision structures,

where all actors can take part in management decisions, and centralized management decision

structures, where one type of actors is entitled to make most of the management decisions.

This dimension refers to a quantitative aspect of decision making, namely the dispersion of

decision-making acts among types of actors. Behavioral diversity refers to the width and

complexity of the range of actions that individuals are expected to perform. The largest the

behavioral diversity, the largest the width of the range of actions. The next sections are

dedicated to the presentation of the systems we have identified.

28
 CHAPTER – V
COMPANY PROFILE

29
 COMPANY PROFILE

Dq Entertainment (international) Limited is a Public incorporated on 13 April 2007. It is

classified as Non-govt company and is registered at Registrar of Companies, Hyderabad. Its
authorized share capital is Rs. 800,000,000 and its paid up capital is Rs. 792,830,020. It is
inolved in Motion picture, radio, television and other entertainment activities

Dq Entertainment (international) Limited's Annual General Meeting (AGM) was last held on 30
September 2019 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on 31 March 2019.

Directors of Dq Entertainment (international) Limited are Srinivasaraghavan Sundar, Goutam

Auknoor, Rashida Hatim Adenwala, Srinivasaraghavan Sundar, Tapaas Chakravarti, Sirish
Bommakanti Narasimha, .

With amongst the largest animation production capacity for Television, Feature Films, Home
Video, Online Game Art, Visual Effects, mobile and next generation console games,we have
established ourselves as a trusted Animation Service Partner, Producer, Distributor and Licensor
of iconic Global Animated Brands. With an in-house skill set of over 1000 production associates,
DQE can be considered as one of the largest animated-content production houses in the world
today.

Our Key Values

Our vision of producing iconic brands and quality entertainment has provided the edge to DQE
in a content-driven world, for our sophisticated production and delivery systems.

1. Total satisfaction of the clients by apprehending their requirements and exceeding their
expectations.

2.To create a passionate and creative work environment for the empowerment of the Associates.

3. To exceed the existing brand & market value for a more sustainable growth.

30
Over 28 years of International Corporate Management and Sales experience have helped to
shape the success story of his creation, the DQ Entertainment group.

Tapaas is a science graduate with Post Graduate Qualification in Business Management backed
with

AWARDS

Over 28 years of experience spanning across industries both national and multinational. Tapaas
believes in individual excellence to be integrated into well-knit teamwork and unstinted support
to ethical business practices. This has led to the creation of a large workforce in DQE, cohesively
knit together with very high-quality business, operational and creative leaders driving the
exceptional growth of the company. Under his able leadership, DQ Entertainment became the
first Indian Company to win an EMMY Award and has 16 EMMY nominations to its
productions while it also received the prestigious “International studio of the year” award at the
16th ceremony of Cartoons on the Bay, Italy 2012.

31
 CHAPTER - VI
DATA ANALYSIS AND
INTERPRETATION

32
 DEMOGRAPHIC PROFILE OF THE RESPONDENTS

1. AGE GROUP OF THE RESPONDENT

S.NO AGE No. Of respondent Percentage

1 15-24 22 15
2 25-34 38 25
3 35-44 60 40
4 Above 45 30 20
Total 150 100

INTERPRETATION

From the above table it is inferred that 40% of the respondents age group is 35-44, 25% of the
respondents are in the age group is 25- 34, 20% of the respondents are in the age group above
45 and 15% of the respondents are in the age group of 15 -24.

AGE GROUP OF THE RESPONDENTS

AGE
20% 15%
15-24

25-34
25%
35-44

40% Above 45

33
2. GENDER OF THE RESPONDENT

S.NO Gender No. Of respondent Percentage

1 Male 100 33
2 Female 50 67
3 Total 150 100

INTERPRETATION:

From the above table it is inferred that 67% of the respondents are male and 33 %of the
respondents are female.

GENDER OF THE RESPONDENT

100
90
80
70
60
YES/NO
50
Yes
40
30
20
10
0

34
3. EDUCATION QUALIFICATION OF RESPONDENTS

S.NO Educational No. of respondent Percentage

qualification
1 SSLC 38 25
2 Hsc 32 21
3 Graduate 37 25
4 Diploma 20 13
5 Other specify 23 16
Total 150 100

INTERPRETATION

From the above table it is inferred that 25 % of the respondents completed SSLC & Graduation
respectively, 21% of the respondents completed HSC,13 % of the respondents completed
diploma and 16 %the respondents completed technical courses.

EDUCATION QUALIFICATION OF RESPONDENTS

120

100

80

60

40

20

0
YES/NO Yes No Total

35
4. MARITAL STATUS OF RESPONDENTS

S.NO Marital status No. Of Respondent Percentage

1 Married 120 80
2 Un married 30 20
3 Total 150 100

INTERPRETATION

from the above table it is infered that 80%of respondents are married and 20 % of respondents
are unmarried.

MARITAL STATUS OF RESPONDENTS

140

120

100

80
Married
60 Un married

40

20

0
No. Of Respondent Percentage

36
5. Do you have a clear image and branding that pleases you?

S.NO Types No.of respondent Percentage

1 Yes 95 95
2 No 5 5
3 Total 100 100

INTERPRETATION

From the above table shows that 95% of the respodents have a clear image of online branding
5% doesn’t have.

100
90
80
70
60
50 Yes

40 No

30
20
10
0
No.of respondent Percentage

37
6. Does your image and branding reflect who you are and what you do now rather than what you
have done in the past?

S.NO Types No.of respondent Percentage

1 Yes 80 80
2 No 20 20
3 Total 100 100

INTERPRETATION

From the above it is inferred that the 80% respondent yes and 20% respondent No.

90

80

70

60

50
Yes
40
No
30

20

10

0
No.of respondent Percentage

38
7. Is your branding consistent? Do all your marketing materials, such as brochures, letterhead,
business cards, ads, and website have the same look, feel, and logos?

S.NO Types No.of respondent Percentage

1 Yes 70 70
2 No 30 30
3 Total 100 100

INTERPRETATION

From the above table shows that the respondents for yes is 70% and for No it is 30%.

80

70

60

50

40 Yes
No
30

20

10

0
No.of respondent Percentage

39
8. Do all your marketing materials have your website address(es) and Social Media (like
FaceBook or LinkedIn) names on them?

S.NO Types No.of respondent Percentage

1 Yes 80 80
2 No 20 20
3 Total 100 100

INTERPRETATION

From the above it is inferred that the 80% respondent yes and 20% respondent No.

90

80

70

60

50
Yes
40
No
30

20

10

0
No.of respondent Percentage

40
9. Do you have a specific marketing plan that is currently driving your marketing efforts?

S.NO Types No.of respondent Percentage

1 Yes 50 50
2 No 50 50
3 Total 100 100

INTERPRETATION

From the above table shows that the marketing plan for marketing respondents for
yes is 50% and for No 50%.

60

50

40

30 Yes
No
20

10

0
No.of respondent Percentage

41
10 Do you know your Unique Selling Proposition – that which makes you different from all your
competitors?

S.NO Types No.of respondent Percentage

1 Yes 60 60
2 No 40 40
3 Total 100 100

INTERPRETATION

From the above table shows that unique selling propositions respondents for yes is
60% and for No it is 40 %.

70

60

50

40
Yes
30 No

20

10

0
No.of respondent Percentage

42
11. Do you have a story that will capture the hearts and interest of potential clients?

S.NO Types No.of respondent Percentage

1 Yes 70 70
2 No 30 30
3 Total 100 100

INTERPRETATION

From the above table shows that the respondents for yes is 70% and for No it is 30%.

80

70

60

50

40 Yes
No
30

20

10

0
No.of respondent Percentage

43
12. Is your story expressed in your marketing materials?

S.NO Types No.of respondent Percentage

1 Yes 40 40
2 No 60 60
3 Total 100 100

INTERPRETATION

From the above table shows that the respondents for yes is 40% and for no it is 60%.

70

60

50

40
Yes
30 No

20

10

0
No.of respondent Percentage

44
13. What do you think the general opinion about myntra products compare to other brand?

S.NO Level of satisfaction No.of respondent Percentage

1 Very good 21 21
2 Good 37 37
3 Neither good or bad 15 15
4 Bad 17 17
5 Very bad 10 10
Total 100 100

INTERPRETATION

From the above table it is inferred that37% of the respondents are gave good,21%of the
respondents are gave very good,17%of the respondents are gave bad,15%of the respondents are
gave neither good or bad,and 10% of the respondents are gave very bad.

No.of respondent

Very good
Good
Neither good or bad
Bad
Very bad

45
 CHAPTER - VII
RESEARCH FINDINGS &
SUGGESTIONS

46
 RESEARCH FINDINGS

 From the above table it is inferred that 40% of the respondents age group is 35-44, 25%
of the respondents are in the age group is 25- 34, 20% of the respondents are in the age
group above 45 and 15% of the respondents are in the age group of 15 -24.
 From the above table shows that 95% of the respodents have a clear image of online
branding 5% doesn’t have.
 From the above table shows that the respondents for yes is 70% and for No it is 30%.
 From the above it is inferred that the 80% respondent yes and 20% respondent No.
 From the above table shows that the marketing plan for marketing respondents for yes is
50% and for No 50%.
 From the above table shows that unique selling propositions respondents for yes is 60%
and for No it is 40 %.
 From the above table shows that the respondents for yes is 40% and for no it is 60%.
 From the above table it is inferred that37% of the respondents are gave good,21%of the
respondents are gave very good,17%of the respondents are gave bad,15%of the
respondents are gave neither good or bad,and 10% of the respondents are gave very bad.

47
 SUGGESTIONS

Word of mouth can be very a helpful tool that provides a firsthand feed back to understand the
various types and degree of opportunities and threats that are faced by the customers. Through
word of mouth customers openly expresses his concerns and views about a particular
product. Word of mouth has also proved to be quite useful techniques which very effectively
influence the consumer behavior towards their purchase decisions. Moreover Word of
mouth has emerged to be a tool tackle traditional advertisement techniques in term of cost, time
and spread. Consumers rely on the feedback of existing users and opinions of experts. This
reliance tends to be static in the short run. Once a perception has been made about a product it
cannot be change overnight and also makes the other means such as email advertisement and
chat section. So in order to maintain a positive word of mouth about a particular product should
be created and maintained from early in product's life-cycle.

Have a Documented Strategy

Every company has some form of marketing strategy because they are all doing something to
increase brand awareness. However, just having a strategy obviously does not mean it is an
effective one.

Before you can improve your current strategy, document what you are already doing to expand
your reach. Then step back and evaluate which things are working and which are not. This will
give you an idea of what to keep and what to change moving forward.

Create a Blog and Produce Content

If you don’t already have a blog on your company website, you need to get one ASAP. One of
the best ways to improve your overall marketing strategy is to focus on content marketing.
Content marketing is all about creating valuable and engaging content that focuses on telling
stories and solving problems.

48
 CHAPTER -VIII
SUGGESTIONS &
RECOMMENDATIONS

49
 SUGGESTIONS & RECOMMENDATIONS

Word of mouth can be very a helpful tool that provides a firsthand feed back to understand the
various types and degree of opportunities and threats that are faced by the customers. Through
word of mouth customers openly expresses his concerns and views about a particular
product. Word of mouth has also proved to be quite useful techniques which very effectively
influence the consumer behavior towards their purchase decisions. Moreover Word of
mouth has emerged to be a tool tackle traditional advertisement techniques in term of cost, time
and spread. Consumers rely on the feedback of existing users and opinions of experts. This
reliance tends to be static in the short run. Once a perception has been made about a product it
cannot be change overnight and also makes the other means such as email advertisement and
chat section. So in order to maintain a positive word of mouth about a particular product should
be created and maintained from early in product's life-cycle.

Have a Documented Strategy

Every company has some form of marketing strategy because they are all doing something to
increase brand awareness. However, just having a strategy obviously does not mean it is an
effective one.

Before you can improve your current strategy, document what you are already doing to expand
your reach. Then step back and evaluate which things are working and which are not. This will
give you an idea of what to keep and what to change moving forward.

Create a Blog and Produce Content

If you don’t already have a blog on your company website, you need to get one ASAP. One of
the best ways to improve your overall marketing strategy is to focus on content marketing.
Content marketing is all about creating valuable and engaging content that focuses on telling
stories and solving problems.

Once you have a blog set up, use analytic tools to track your audience and web traffic. This will
give you great insight into how effective your blog posts and other content are. Google analytics
is a great tool for this and it is free to use.

Make a Content Calendar

With any business strategy, careful and deliberate planning are crucial to success. When creating
or tweaking your marketing strategy, it would be wise to make a content calendar. Having a set
50
schedule will help determine when content should be posted and what the content will consist of.
Some companies post blogs daily, while some post weekly or monthly. The frequency depends
on your goals and what makes the most sense for your business.

Try to utilize a mix of content. For example, in addition to blog posts, use data visualization, like
infographics, to share complex information in a way that will be very easy to follow. Once you
have a schedule established, you can hire freelance writers and ghost writers to work on posts for
you.

Use Social Media and Mine Data

Once you begin posting content on your company’s blog, leverage social media to share the
content and further engage your target audience. Using social media is great because it provides
vast amounts of data on your customers. You can learn about their habits, what they read, what
they watch, and more. Some social media sites allow you to directly target your content to
specific demographics, ensuring it is seen by your desired audience.

Begin collecting and mining social media data to gain more insight into your prospects and to see
how well your content is performing. You can use twitter polls to gain feedback and to directly
interact with your audience. There are other social media analytics tools that can assist in this
process as well.

Continue Tweaking and Adapting

Once you get a marketing strategy in place, it does not have to be set in stone. In fact, it
shouldn’t be. Unlike other areas of business, marketing is not an exact science and it requires
constant attention. Set up your plan, put it into action, measure the results, adjust as needed, and
repeat the process. If you are not sure where to start, Moz offers a great content strategy
template on their website to help get the ball rolling. Leave some comments below on some ways
you have improved your overall marketing strategy in 2017.

51
BIBLIOGRAPHY

52
 BIBILIOGRAPHY
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November 2017. Retrieved 22 August 2015.
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August 2019.
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Sophisticated Measures of Success". Nielsen. Nielsen. Retrieved 25 March 2016.
4. ^ Nielsen (20 January 2016). "Connected Commerce is Creating Buyers Without
Border". Nielsen Global. Nielsen Global. Retrieved March 25, 2016.
5. ^ Dahlen, Micael (2010). Marketing Communications: A Brand Narrative Approach.
Chichester, West Sussex UK: John Wiley & Sons Ltd. p. 36.
6. ^ "Digital Marketing". Techopedia. Retrieved 22 August 2015.
7. ^ "Digital Marketing Systems and Techniques". Warwick. Retrieved 28 August2019.
8. ^ hello_world. "First Network Email sent by Ray
Tomlinson". www.computinghistory.co.uk. Retrieved 9 March 2018.
9. ^ Schoenbachler, Denise D.; Gordon, Geoffrey L.; Foley, Dawn; Spellman, Linda
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Knows What They're Doing", Forbes, archived from the original on 4 November 2013

53
QUESTIONNAIRE

54
 QUESTIONNAIRE

1. Name :

2. Age group :15-24 25-34 35-44 45-54 above54

3. Gender : Male Female

4. Education qualification : SSLC HSC Graduate Diploma

Other specify

5. Marital status : Married Unmarried

6. Do you have a clear image and branding that pleases you?

Yes No
7. Does your image and branding reflect who you are and what you do now rather than what you
have done in the past?
Yes No
8. Is your branding consistent? Do all your marketing materials, such as brochures, letterhead,
business cards, ads, and website have the same look, feel, and logos?

Yes No
9. Do all your marketing materials have your website address(es) and Social Media (like
FaceBook or LinkedIn) names on them?

Yes No
10. Do you have a specific marketing plan that is currently driving your marketing efforts?

Yes No
11. Do you know your Unique Selling Proposition – that which makes you different from all
your competitors?

Yes No
12. Do you have a story that will capture the hearts and interest of potential clients?

Yes No
13. Is your story expressed in your marketing materials?

Yes No
55
14. What do you think the general opinion about DQ entertainment products compare to other
brand?

Very good good Neither good or bad Bad very bad

56