A

PROJECT REPORT
ON
“DIGITAL MARKETING TECHNIQUES USED IN LOCAL MARKET”
SAVITRIBAI PHULE PUNE UNIVERSITY

IN A PARTIAL FULFILLMENT OF DEGREE OF

BACHELOR OF BUSINESS ADMINITRATION (BBA)
BY
Suraj Sandeep Mahangare
CLASS: TY BBA (Marketing SPECIALIZATION)
Roll no: 202094
(SEM V)
UNDER GUIDANCE PROF. DR.SWAPNA THORGULE

SARHAD COLLEGE OF ARTS, SCIENCE & COMMERCE,

KATRAJ, PUNE-411046
 DECLARATION

I’m Suraj Sandeep Mahangare Under the guidance of Dr.

Swapna Thorgule mam submitted to Pune University for the partial fulfillment
of the requirement of the award of degree of Bachelor of Business
Administrative (Semester-v) and submitted by me was original.

The empirical finding in the report are based on the date collected
by me preparing project report. I have not copied from and report, also I
understand that any copied is liable to Punish in a way the University authorities
deem to fit.

Place: Katraj ,pune Yours

Sincerely:
Date: Suraj S.Mahangare
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher Dr.

Swapna mam as well as our Vice Principal Dr. S. S. Shinde who gave me the
golden opportunity to do this wonderful project. Which also helped me in doing
a lot of Research and I came to know about so many new things I’m really
thankful to them.

Secondly, I would also like to thank my friend who helped me a lot in

finalizing this project within the limited time frame.

Suraj S. Mahangare
 INDEX

SR. NO. TITLE PAGE NO.

1 CHAPTER-1 5-8
A)INTRODUCTION
B) AIMS AND OBJECTIVES
2 CHAPTER-2 9
A)RESEARCH
METHODOLOGY
B)DATA COLLECTION
C)SAMPLE SIZE
3 CHAPTER-3 10-12
A)DATA ANALYSIS &
INTERPRETATION
4 CHAPTER-4 13-14
A)FINDING & CONCLUSION
5 CHAPTER-5 15
A)REFERERENCES
6 16
A) QUESTIONNARIE

CHAPTER 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. As digital platforms became increasingly incorporated
into marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops, 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),
call-back, and on-hold mobile ring tones.
Recent Trends in Digital Marketing
Technology continues to advance at a rapid pace, so of course, some of these
trends are focused around technology. However, there’s also a pushback against
the increased digitization and automation of interactions between brands and
consumers, and a desire to make marketing more human again. While
technologies such as AI and data-driven marketing will certainly be big trends
for 2020, the overarching focus will be on people, not technology.
1. Customer Experience
The growth of online content has given consumers more power. They are no
longer a passive party when it comes to learning about products. They’re not
waiting for you to tell you how great your products are. Instead, they’re
going out and doing their own research. So, you have to offer them
something more than information.
2. Visualization
With the explosion of smart speakers and voice search in recent years, you’d
be forgiven for thinking that “readable” content is more important than
visuals and design these days.
3. Personalization
Increased data collection and advancements in technology have already had
a huge impact on the level of personalization that is possible and on what
consumers expect from their interactions with brands.
4. SERP Position Zero & Featured Snippets
SEO will continue to be an important aspect of digital marketing as we move
into 2020, but we’re now seeing one of the most major shifts in the SEO
industry in the last decade.
With the growth of mobile and voice search, people are changing the way
they use search engines like Google. Being number one in the search engine
result pages or SERPS is no longer necessarily the primary goal your
business should be aiming for.
This on-SERP information may appear in various places, but the most
sought-after position is right at the top of the page, before the organic
listings. This position has been dubbed “position zero”. As it’s often the only
information that a searcher will view, it’s highly coveted. Over 60% of
search results returned by Google are now position zero search results.
 AIMS AND OBJECTIVES

The main Aims And Objectives of Digital Marketing are :

1. Continuous Stream of New Leads

If you have your own website to sell products, you can rely on direct sales,
however, if you have an offline business, digital marketing can help you
generate potential customers online, and then bring it offline. It is important to
have a steady stream of potential customers so that your sales representatives
have enough potential customers to use.

2. Increase Sales
The primary goal of any marketing strategy is ultimately to increase sales, and
internet marketing is no exception. Fortunately, the internet offers many
opportunities for all businesses to improve their bottom line.

3. Brand Building
Building a brand on Internet marketing goals often involve brand building. That
means not only establishing your logo and company name in the minds of
consumers, but also what your company stands for. Customers are more likely
to trust well-known brands, especially if they are associated with positive
associations.

4. Less Cost of Customer Acquisition

In most companies, the cost of acquiring new customers is often quite high.
Companies spend so much money to attract new customers because they think
they will become loyal followers. Even if we have first-class products,
thousands of product choices can hardly retain repeat customers.

Therefore, it is important to understand the cost of attracting new customers in

order to proceed in moderation without spending too much. One of the ideal
ways to reduce the cost of acquiring new customers is to use digital marketing.
In this way, you can reach a large target group faster than traditional marketing,
and at a lower cost.
5. Improved Qualified Traffic
All business owners want to increase the number of visitors to their website and
landing pages. However, these numbers are meaningless unless the traffic types
are correct and the right type of traffic. Not all visitors to your website will
make a purchase. This is the way of the internet and it has to be accepted

6. Online Reputation Building

At a time when anyone with a computer or smartphone can share their opinions
on companies, products and services around the world. To see, it is important
for companies to have one online maintain a solid reputation. This means
monitoring your company name, maintaining social profiles and responding to
bad reviews accordingly.
 CHAPTER 2
RESEARCH METHODOLOGY
The research design and methodology is presented as follows
Data collection:
 The task of data collection begins after a research problem has been
defined and research design has been chalked out.
 While deciding about the method of data collection to be used for the
study, the research should keep in mind two types of data viz. Primary
and Secondary.
Sample Size: data collected through questionnaire randomly from 30
shopkeepers.
Sources of data:
Primary data:
The observation method is the most commonly used method. Data pertaining to
digital marketing process and most of information is collected from project
guide in the company. Questionnaire method is also very widely used in order
to give a structure to the entire study.
Secondary data:
Secondary data is collected from already existing sources in various
organization broachers & records. Secondary data for the study were collected
from the magazines, websites & other previous studies. To meet the objectives,
the study used qualitative research. The descriptive study was done through
review of existing literature that helped in validation and extraction of the
important variables and factors. Data was collected from secondary sources.
Secondary sources were magazines, websites, books.
 CHAPTER 3
Data Analysis and Interpretation

1. Are you using digital marketing for your business?

From all of the responses recorded 93.3% of people are using digital marketing
process for their business and only 6.7% are using traditional method.
2. Are you using digital method for payment?

From all of the responses recorded 96.7% of people are using digital method for
payment for their business and only 3.3% are using traditional method.
3. Which media are you using for digital marketing?

From the survey, we found that 30% of people are using mobile applications as
a source of digital marketing and about 76.7% are using social media marketing
and only 13.3% of people are using e-mail marketing as a source of digital
marketing.
4. Any disadvantage in using digital marketing ?

From all of the responses 90% of people found that there are no disadvantages
of using digital marketing and 10% people found some disadvantages of using
digital marketing in their business.
5. Is digital marketing reduced your work in advertising?

From all responses recorded 80% of people found that digital marketing method
reduces work in advertising but 20% people found that digital marketing does
not reduce work in advertisement of their business.
6. Customer response to the type of marketing?

Most of people are using digital marketing method for marketing purpose
 CHAPTER-4
Findings and Conclusion
Findings:
1.Most of the peoples are using digital marketing process for their business and
only 6.7% of people are using traditional marketing.
2.Most of the peoples using online mode for the payment for their business and
only 3.3% of people are using traditional method.
3. Most of the people using social media for digital marketing and mobile
application but e-mail marketing have less preference
4.Most of the peoples have no disadvantages of digital marketing but only 10%
of people have any disadvantages .
5. Most of the peoples of responses found that the digital marketing method
reduces the work but only 20% of peoples found that the digital marketing does
not reduces the work in advertising of their business.
6.Most of the peoples are using both type of marketing that is digital marketing
as well as traditional marketing but 0% of peoples are not using traditional
marketing .
7. The majority of businesses choose SEO, SEM, and SMM as their primary
digital marketing channels, and only then do they consider using other, less
popular channels.
Conclusion:
From the above servey recorded we found that the powerful difference in using
digital marketing is that digital marketing has more appointed the customers as
the main objection, which gives the customer full personalized service such as
responding to their message and query thoroughly.
The marketing concept is the philosophy where each and every firm should
analyze the needs of their customers and makes good decisions in order to
satisfy their needs. This also can enhance a good relationship between the
customers.
 CHAPTER-5
REFERENCES
• www.wikipedia.org
• https://mikekhorev.com/12-effective-digital-marketing-tactics-strategies
• https://learndigital.withgoogle.com/digitalunlocked/course/digital-marketing
• https://www.digitalmarketer.com/digital-marketing
 CHAPTER-6

QUESTIONNARIE
DIGITAL MARKETING SERVEY
1. Name of the Business

2. Are you using digital marketing for your business ?
 Yes
 No
3. Are you using digital method for payments ?
 Yes
 No
4. Which media are you using for digital marketing ?
 App
 Social Media Marketing
 E-mail Marketing
5. Any disadvantage in using digital marketing ?
 Yes
 No
6. Is digital marketing reduced your work in advertising ?
 Yes
 No
 May be
7 Custom. er response to the type of marketing ?
 Traditional Marketing
 Digital Marketing
 Both
8. Suggestions