Professional Documents
Culture Documents
Aayush Bhatia Project
Aayush Bhatia Project
to
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To Whom It May Concern
I VASU NARANG with Enrolment No. 13617001720 from BBA-VI Sem, Shift
MORNING of the Tecnia Institute of Advanced Studies, Delhi hereby declares that the
major project Study on digital marketing strategies entitled DIGITAL MARKETING
TOWARDS Digi Panda is an original work and the same has not been submitted to any
other Institute for the award of any other degree. A presentation of the Major project
Report was made on DIGITAL MARKETING and the suggestions as approved by the
faculty were duly incorporated.
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ACKNOWLEDGEMENT
I acknowledge here to all who have been instrumental in preparation of my project.
I would like to express a deep sense of gratitude of my faculty guide for his cordial
support, valuable information and guidance, which helped me in completing task
throughout various stages.
Last but not the least I record my sincere thanks to all beloved and respectable
Thank You
VASU NARANG
SEM MORNING
SHIFT
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CONTENTS
S Topic Page No
No
1 Overview 5-16
2 Chapter I: Introduction 17-30
3 Chapter II: Review of Literature 31-44
4 Chapter III: Research Methodology 45-50
5 Chapter IV: Data Reduction, Presentation & Analysis 51-56
6 Chapter V: Data Interpretation 57-66
7 Chapter VI: Conclusions 67-68
8 Learning Points 69-71
9 Bibliography 77-75
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Overview
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1. Overview
Online marketing is a set of tools and methodologies used for promoting
products and services through the internet. Online marketing includes a
wider range of marketing elements than traditional business marketing
due to the extra channels and marketing mechanisms available on the
internet.
Growth in potential
Reduced expenses
Elegant communications
Better control
Improved customer service
Competitive advantage
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Online marketing combines the internet's creative and technical tools,
including design, development, sales
and advertising, while focusing on the
following primary business models:
E-commerce.
Lead-based websites.
Affiliate marketing.
Local search.
Social media.
Low costs
Analytics
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Multiple options
Demographic targeting
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Online Marketing vs Traditional Marketing
The following are the two primary types of businesses that use marketing:
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B2B Companies
A B2B company, or business-to-business organization, is a company
that sells products or services to other businesses. For example, Copy
Press is a B2B company that offers content marketing services to other
businesses. We provide quality content that improves their online marketing
strategies and helps them achieve their goals. B2B companies typically
use online marketing to generate quality leads that result in interested
companies speaking with a salesperson. They might accomplish this by
using internet marketing on their website as well as their other digital
channels such as LinkedIn or Facebook.
B2C Companies
1. Content
Marketing
Content marketing is
a primary form of
online marketing that
companies often
incorporate into
nearly every other
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type of digital marketing. It involves using content on the internet to
increase brand awareness, provide valuable information to potential and
current customers, generate leads, and increase traffic. The primary
objective of content marketing is typically to create and distribute relevant
and valuable content that attracts a certain demographic and increases
the likelihood of turning these viewers into customers. The following are
a few types of content marketing most companies use:
Infographics
Blog posts
White papers
eBooks
Videos
Podcasts
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conversion rate. Consider adding things like bullet-point lists and
headings to increase readability.
Targeting keywords: Targeting specific keywords helps search
engines understand who your content is for and what it’s about.
That way when someone enters a similar search query, the search
engine can display your content as relevant information.
Generating backlinks: Backlinks occur when another website
links to your content. These show Google and other search engines
that your website and content are high quality, which can improve
its search engine ranking.
Adding metadata: Metadata is information that directly tells
search engines what your content is about, so they show it to the
right people. This includes a meta description as well as titles and
alt text for your content’s images.
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4. Email Marketing
5. Social Media
Marketing
Social media
marketing includes
using various social
media channels to
connect with your
target audience and
increase your
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company’s or brand’s overall online presence. You can also use this
form of marketing to drive traffic to your website and increase sales. The
most common social media platforms used for online marketing include
Facebook, YouTube, Instagram, Twitter, LinkedIn, and Pinterest.
6. Affiliate Marketing
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Examples of Online Marketing
Lululemon
Uber
Nike
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Chapter I: Introduction
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2. Introduction
Digi Panda is a leading Online Reputation Management and Digital Marketing
firm helping organizations with their digital needs.
You can take in a pie from our services easily – we have a plethora of services
including social media management, digital content management, online reputation
repair, viral marketing, brand management, and more. These services are
especially crafted with the intent to serve the ever-increasing client’s needs to fulfill
both online reputation management as well as digital marketing needs.
Further, you’re worried about creating an online niche for yourself – with millions
of websites, it can get little difficult to get noticed. Our experience and expertise
mean that we have a magic wand when it comes to making websites rise on the
search engines and attracting more business opportunities. Our sole aim is to help
you get your business to a new level of success and gain more business.
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Our website development brings in the amount of freshness your site needs and our
online reviews management and online advertisement campaigns ensure that
you’re able to increase your customer base. Ranking on the first page of Google
with our SEO services is easy too!
Services offered….
We suppress the negative links and enhance search results to improve the
reputation over search engine.
How good does your brand look online? In the digital age, internet is now the new
first impression. Instead of asking for references, users search Google. A negative
review can damage your business and online reputation is to be treasured. So, how
Your site traffic and sales can go down if negative reviews are not attended in
timely manner. Often, dealing with negative reviews is easier than you
think. We strive ourselves is online reputation repair services. We can repair your
reputation over websites, blog posts, social media, and images. Regaining your lost
reputation is easy with us. We will remove the negative links, content and images.
We would introduce new targeted, effective and organized content to suppress the
negative content.
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If removal is not possible, we try to suppress the negative content by adding
more appropriate content, so that search results show positive content first.
We neutralize the bad press, reports, and blog posts to help customers read
all the nice things they did before the malicious reviews were posted
online.
We create positive information that shows you the expert in your field.
With our specialized team, we can also manage the reputation of client’s online
business on request, so that negative reputations are avoided in future.
We maintain all the social media assets including Facebook, Twitter, and
LinkedIn for the client.
How are you using social media to leverage in on customer growth and sales
prospects?
Social media monitoring tools are important for marketing any website or business.
It allows you to search, analyze, and track conversation on the web about a
different topic of interest. This is where social media management comes in. We
help market our clients’ products and services over social media.
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Our social media management services include:
We offer all required contents to the client including blogs, articles, press
releases, website content etc.
How much are you focusing on content? High-quality content that’s relevant and
engaging can do wonders – and Google knows it too. Content is the king, and you
need to ensure quality content to allow your website to stay ahead of the
competition. All search engines scan through the content to determine the ranking
of the websites.
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achieve higher rankings, but if there is no good content out there on your site, it’s
going to be difficult to rank.
With our highly skilled, creative, and qualified content writers, you have the best
possible tool to create the right kind of content for your website as well as other
platforms where you need to be present. Our content marketing strategy ensures
that you drive in quality backlinks and create a brand image that drives in customer
loyalty.
4. VIRAL MARKETING
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Looking to increase sales and drive in more ROI? You are probably looking at
viral marketing.
A popular strategy in the present day, viral marketing will help spread the news
faster and to a larger audience. More, you don’t really have to worry about paying
everyone as users love to share good and engaging content – viral marketing builds
brand loyalty and trust.
If done well, it is intelligent, progressive, flexible, and concrete and uses latest
marketing trends. Our method of viral marketing is always customized according
to the objective of the client, buyers, and competition.
We customize the strategy for all the platforms such as Facebook, and Twitter.
We create Facebook pages or Twitter handles that can instantly be hit.
We also offer YouTube marketing by creating a video that could go viral. It
is one of the best platforms for viral marketing.
Blogging and article marketing is another platform that we tend to take
advantage of.
We implement analytics and tracking systems for effective measurement of
viral campaigns.
We employ best professionals to create such viral elements featuring your products
or services. Moreover, our strategies are designed according to each client, their
brand presence online, their needs, and their services or products.
5. BRAND MANAGEMENT
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Your brand is as good as people make it out to be. Public perception drives in
customer loyalty and brand image.
When creating a brand image online, you need to think out of the box. With our
customized services, we can help you to establish your company as a credible
name for a particular sector or segment. For instance, if you run a restaurant in
New Delhi, you might want to get featured on the first page of Google for the term
“Best restaurants in New Delhi”.
We help you achieve it, and in turn enable you to bring in more returns. We will
help your company name appear with the most searched long tail keywords,
enabling you to interact with a diverse customer base and increase sales.
How do you deal with brand management online? With our brand management
services, we help customers read the right information. They understand what you
offer and are less likely to change their mind by reading the negative feedback. A
proactive approach that helps dealing with negative customer feedback ensures that
existing and potential customers are not affected by negative reviews. We offer
you the most sophisticated strategies to manage your branding online.
With us, you can do more than just visitors. With our targeted brand management
campaigns, there is visible increase in audience engagement rate and brand
following. You are able to interact with potential customers and ensure that you
have a reader base that’s interested in what you’ve to offer.
We clean the negative links, content or images and make sure only the
positive content of the company remains on top ranks.
We will search the apt long tail keywords to help you feature on page one of
Google.
We ensure that your identity on internet remains, unique, positive, and fresh.
We also enhance your SEO and presence online through effective measures.
We protect your brand against any negative reputation by devising strategic
brand management campaigns to counter the negative. Before it grows to
major issue, we remove it from the source.
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We also reduce the visible complaints or negative reviews against your
company.
With us, it’s easy to succeed. We employ a highly experienced team in order to
manage your brand and protect it. Contact us today to know more how we can help
you with brand management!
How do you deal with online reviews? If you’re in the hospitality industry, you are
probably scared of negative reviews in Yelp. Online reviews management is
essential if you want to do good business. Users now search for reviews to learn
more about the product or service. Any negative review can affect the sales of any
business.
A good online review management service provider can help you tackle the
problem of online review management – we will help ensure that the problems are
addressed right away. A simple message to the user or an explanation can help
readers understand the true picture.
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o We monitor major review sites like Google, Yelp, Facebook, Yellow
Pages, Foursquare, and Yahoo to seek out the bad reviews and address
them.
o We work on all platforms and add new positive reviews, so that the
negative reviews can be suppressed on search engines.
o The client is notified every time they receive new review through email.
o We focus more on creating a positive branding of the business.
We employ strategies, which are customized for each client and effective enough
to keep their website higher on the search engine results.
How is your business coming along? Online advertising is one of the best ways to
promote your product or services to a targeted audience. You pay only for the
clicks or impressions and the results are direct unlike SEO, which can take months
for visible results. You do not have to take care more of SEO instead; you pay to
bring the traffic directly to your website.
We understand that online campaigns involve a lot of money and so it’s important
that you maximize your ROI. No doubt, naturally generated traffic is highly
profitable however it is time consuming. This time period may go between 6-12
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months fetching zero return; hence may not be acceptable for all businesses in
desire of an instant requirement of leads. Our expertise in online advertisement
helps companies to bring more targeted traffic to their website with minimum cost.
Pay per click or PPC, is a popular online advertisement service where you
pay for every click or impression on your advertisement.
Display Network Advertising. This is similar to PPC but it reaches out more
users as it uses targeted keywords in a unique way.
Banner advertising. You pay for the space on a popular website to display
the ad of your website.
Social media advertising to help you grab eyeballs of users in the social
media sites like Facebook.
These strategies are necessary for websites based on e-commerce.
8. WEBSITE DEVELOPMENT
We develop and maintain a website for client with all the necessary elements.
Which web platform are you using for your site? Your web development needs
will vary according to your company. An eCommerce site can be better off using
Shopify than WordPress while your business site would surely do good by using
WordPress.
The tasks involved in web development are broad, as it requires a good team of
developers, writers, and designers. We strive to create an engaging website for
your customers.
1. Information collection
2. Planning
3. Designing
4. Development
5. Testing
6. Website Management
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9. SEARCH ENGINE OPTIMIZATION (SEO)
Get to the top of Google’s rankings with our UI friendly SEO sites.
Have you set up your website and added useful content but are still struggling with
visitor numbers? Driving in quality traffic to a site is a major challenge for any site
owner.
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We offer comprehensive keyword and website research and analysis. This will be
the beginning of optimizations of your site.
• We offer link building from quality sources and also help you manage and
track all the links.
• With content writing or blog set up we help you to optimize the website with
the content of highest level.
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Review of
Literature
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3. Literature Review
A Literature Review on Digital Marketing: The Evolution of a Revolution
Abstract
Introduction
It is rather uncontested that for the last 20 years, marketing has seen a shift in what
is known as ‘the Digital Transformation’ of marketing, widely accepted and
investigated by both practitioners and academics. Digital advertisements, e-
commerce, mobile services, just to name a few technologies, have led to a
revolution in how to interact with and provide products and services to
consumers (Li et al.,
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2021). However, due to the ever-changing nature of digital ecosystem, it is
imperative that businesses keep up to date through evolutionary approaches in the
way they attract, interact, connect, network and integrate consumers by means of a
Digital Marketing Strategy (Unvan & Badlo, 2021). COVID-19 Pandemic acted as
an enabler by pushing people in the direction of adopting social media and other
web applications for their entertainment, socialization, shopping and keeping up
with the news, amongst other activities. Taking a concrete look at marketing,
pandemic has put an emphasis on social media and mobile marketing (Mason et
al., 2021). Numbers are indisputable: More than half of global population, around
four billion people, are active social media users and almost all of them, 98.8 %,
accessing social media platforms via mobile devices (Table 1). Those marketers
who've used social media for one year or longer reported substantially better
results driving traffic vs. those with less experience. However, offline purchase
intentions still surpassing online ones (Dubbelink et al., 2021; Mason et al., 2021;
Patil et al., 2021; Statista 2022).
REVIEW OF
LITERATURE
Nadaraja and Yazdanifard (2013), in their study aims to uncover the benefits
and drawbacks of social media marketing. It's a cutting-edge tool for marketers
looking to connect with their target audiences. The medium has a lot of advantages
and disadvantages, and businesses are still trying to figure out how to overcome
them.
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Trivedi (2013), the study focuses on the importance of various marketing practices
and utilizing various marketing tools by Small and Medium sized Enterprises. It
suggests that SME’s innovative marketing strategies can work only on the basis of
clearly formulated marketing program i.e., to reach to the potential and existing
customers. Further it also suggests to consider the 80-20 principle by SME’s before
formulating Customer Relationship Management strategy.
Sathya (2015), investigated the impact of Digital marketing and suggested that
Digital Marketing is an umbrella phrase for the promotion of products or services
using digital technology, mostly the Internet, but also including mobile phones,
display advertising, and any other digital medium.
Kaushik (2016), in its paper mentioned that the Digital marketing is in great
demand and its use is increasing in India. Digital marketing has greater prospects
to increase sales, brand recognition & loyalty in effective manner. The paper also
suggests that by Campaigning through Digital Marketing, it can help to reduce
costs, boost inbound traffic and can rank better in search engines.
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Mathur (2016), this paper suggests the importance and benefits of Digital
Marketing. It also highlights that Govt of India is taking initiatives like Digital
India which is a new way of connecting and informing population across the globe.
This initiative has turned the attention of the world towards the emerging
development in digitalization. Though Digitalization, Indian scenario is far-fetched
and the acceptance among the masses is a positive sign to empower India digitally.
Yamin Ahmad Bin (2017), mentioned that Digital Marketing is the promotion of
products or brands through one or more kinds of electronic media, as opposed to
traditional marketing, which is the use of channels and procedures that allow a
company to assess marketing campaigns. The study recommends that an integrated
marketing
communication plan
to be included that
would provide as a
guide to plan
strategy for
marketing as well as
to understand the
consumer
behaviour. It also
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concludes that Digital marketing tools and concepts are widening its horizon due to
the growth in the use of mobile and internet communication among the masses and
so comprehensive inclusions of digital marketing tools and strategies along with
integrated marketing communication can ensure success in the field of marketing.
Krpic, Milic and Istvanic (2017), this paper tries to present digital advertising
technologies, techniques, media,
their advantages & disadvantages.
According to this paper, out of all
the techniques that is been
described, SEO is the most most
important technique for acquiring a
customer organically. It also
concludes that with the
advancement of modern
technologies and devices, even the
most traditional entrepreneurs will
cater to these forms of digitization.
Verma (2018), according to the study, businesses can profit from many channels
of digital marketing and the increased use of social media is generating new
opportunities for digital marketers to attract clients through digital platforms. In
India, according to the study, there is a massive shift toward digitalization.
Furthermore, the article focuses on the wide spectrum of consumers who are
perceiving shopping services through social networking sites as a result of their
ease of access. Digital Marketing, according to the study, is both cost-effective and
has a significant commercial influence on the business.
Rajaiah and Srinivasulu (2019) concluded that digital marketing is one of the
most cost-effective ways to advertise a product, when compared to other marketing
platforms. People are being influenced by digital marketing and advertising to
purchase and sell online, and e-commerce
are growing. In the following years, the
future of digital marketing in India as
well as the scope of digital marketing
will brighten.
India is one of the foremost populated countries within the world, with a
population of 1.3 billion. On the same time, India has the highest number of people
who are not connected to Internet despite having the second largest online market
in the world. This shows the future scope of digital marketing in India.
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According to the IAMAI Kantar ICUBE 2020 Report, India is expected to have
900 million active Internet users by2025, up from 622 million in2020, a 45 percent
increase over the next five years.
The internet penetration in urban India as well as rural areas have been
growing at a faster rate. Simultaneously, the scope of digital marketing in
India is also increasing rapidly because the majority of people nowadays using
the web or spending time on the internet.
The scope of digital marketing has seen drastic growth during the COVID-19 and
consumers’ buying behavior has been changed. To prevent disease vectors like as
currency and point of sale (POS) terminals, Indian consumers are progressively
transferring their purchases from instore to online.
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METHODOLOGY
This is a descriptive research project that incorporates both quantitative and
qualitative analysis. Secondary data and information were extensively analyzed
for the goal of this study (literature review) in order to prepare this report.
Secondary data and information were gathered from a variety of sources,
including published e-books, articles in various journals and periodicals,
conference papers, working papers, company websites for annual reports and CSR
activity reports, internal newsletters, and internet blogs.
In today’s digital age millions of people use and spend their time in browsing
around digital platforms and social media. Businesses people are leveraging on the
popularity of these platforms to promote their business.
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ADVANTAGES OF DIGITAL MARKETING
Updated Information on
Products or Services - Consumers
can stay up to date with
information, while companies and
business houses can update
information about their products
and services.
Information Exchange &
Greater Engagement - Digital
communication can help in exchanging information with more convenient way
at faster rate. Consumers can get engaged with the company’s various
activities by visiting the websites, reading post about the products or services
and can place order online and provide their views / share experience. Internet
provides comprehensive information which helps the customers in making
purchase decision.
Easy Comparison with Others – There are many companies in market which
promotes same products and services using digital marketing, the customer can
make comparison among these products or services in cost and time friendly
way without visiting a different retail outlet in order to gain knowledge about
the products or services. Companies can display prices, offers, discounts etc.
on products or services through digital marketing channel and this makes
prices very clear and transparent for the customers.
Enables 24/7 Instant Purchase – E-marketing platforms provide 24*7
services to customer. E market has a reach to millions of customers, which is
not possible in traditional mode of marketing, also, with digital marketing,
customers can purchase the products or services instantly.
Cost efficiency and Personalized Services: Digital marketing is cost
effective solution compared to traditional mass media marketing. Also, it is
possible to create customize offers and programs based on the consumer
profiles and their preferences. Keeping in view the consequences of COVID-
19, Digital Marketing is safe as it has no physical presence required in
reaching out to millions of customers, in short period.
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DISADVANTAGES OF
DIGITAL MARKETING
Dependability on
Technology: Digital
marketing is completely
based on technology and
internet connectivity
also plays a crucial role
in successful
implementation. On the
other hand, still the reach and skill of using digital gadgets / technologies are
challenge for a big chunk of Indian consumers. Thus, the reach and access of
digital marketing among all segments of consumers is still a challenge.
Issues w.r.t Security, Copyright and Privacy: Cyber security is the primary
requirement for successful implementation of digital marketing. The issues
w.r.t online payment frauds are also increasing day by day and that’s why the
many of the consumers don’t trust in the electronic methods of paying and
give up buying online because of this. There is always a threat of being copied
by any competitor, also, the Trademarks or logos can be used to defraud
customers. Apart from the same, the legal considerations in obtaining
consumers data for using in digital marketing strategies needs to be strictly
under the Law of the Country. Protecting the consumers’ data is a challenge
for many of the companies / business houses.
Mindset of Consumers: Digital marketing is not yet fully accepted by all the
Indian consumers. The digital platforms don’t allow the consumer “to touch
and feel” the products before purchasing it. A significant segment of Indian
consumers, especially older ones still don't trust in digital environment and
they prefer to use the traditional methods of shopping. Also, there have been a
lack of trust of the consumers on digital platforms because of many frauds
w.r.t virtual promotions, payments, non-delivery of the products or services as
shown on the portals / posts etc. This effects the image and reputation of
honest companies
Beyond the reach of Small Business: There is a need of having a trained team
/ Manpower to manage the elements of digital marketing. Also, the tools,
platforms and trends change rapidly and it requires to keep up-to-date to meet
the consumers requirement and to complete with the multiple competitors.
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These are the major hurdles for small business owners to use digital marketing
strategies for expansion and to reach large number of consumers.
Complaints, Consumer Feedback and Anti Brand Activities – Many times
competitors use anti brand activist, bloggers, and opinions leaders to criticize the
image of certain brand which impact the business. Also, the using digital platform,
consumers can provide any negative feedback or criticism of the brand on open
domain which can be visible by any other consumers visiting the post / portals or
social media and review websites. Thus, carrying out effective online customer
service is a challenge in protecting from damage of brand reputation.
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family, while unsatisfied customers will destroy the brand image and not only
might churn, but they could dissuade potential new customers to buy the
products.
Creating and Sustaining a Brand: To gain the trust of the consumers and to
survive, creation of brand is one of the most important aspects without which
the business becomes just another faceless name in gamut of advertisements.
Strategies to be designed to keep the consumer demands the same brand.
Digital marketing, through social media or other means engages the customers
and help in building the brand.
Appropriate Government Policies: To develop India's digital economy, the
government has adopted a number of initiatives and efforts, ranging from
clarifying legislation to enhancing infrastructure. However, India still has a
long way to go in terms of realizing its full digital potential. The policies
should be supportive to encourage the small business peoples & houses to use
digital platforms. On the same time the digital infrastructure, laws and policies
should also protect the consumers from frauds, cybercrimes and fake
marketing. To reap the full benefits of digitization and transitioning India to a
digital economy, the private industries, business leaders, small and medium
retailers, government, and individual citizens will have to play distinct roles
and work together.
CONCLUSION
The internet’s penetration has been increased and India has become 2nd largest
number of internet users in the world. There is a need to implement a holistic
digital marketing strategies which can make the marketing more effective and
ensures good return from investment for both the consumers as well as the sellers.
In recent past, there is a paradigm shift in the marketing approach of the
consumers. The preference and trends change frequently and consumers have
become more aware of brands and lifestyle according to need and occasions. With
digital marketing it is possible to target every individual consumer in personalized
manner. One should accept that today’s customer is Internet savvy and much more
aware and knowledgeable on the advantages & disadvantages, price, trend etc. of
the product or services they want.
With the introduction of COVID-19, consumers all over the world were confined
to their homes for extended periods of time, resulting in a significant shift in
consumer behaviour. People have begun to use digital technologies and have made
them a normal part of their life, and this will continue whether there is a pandemic
or not. Digital marketing is also growing to keep up with new technology
breakthroughs
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and changing customer tastes, which will enable businesses of all sizes incorporate
digital marketing as a necessary component of their survival and growth.
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Chapter II: Research
Methodology
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4. Research Methodology
Research Methodology is a specific procedure or techniques used to identify
select, process and analyze information about a topic. This simply refers to
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 objective.
RESEARCH DESIGN
EXPLORATORY RESEARCH
Exploratory research is used to reveal facts and details around a topic and forms
foundation for research process. It finds the correct variables, the researcher needs
in order to begin the study, understand its basic elements and form a hypothesis.
Before the researcher explores an in-depth issue, it needs to decide on specific
topic, the existing problem within the topic and its key variables.
DESCRIPTIVE RESEARCH
This type of research is premised on describing a phenomenon, behavior or
problem discovered in an earlier stage of research, usually in exploratory research.
It
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describes the nuances of a population, a variable occurrence that a researcher
requires further study on.
It focuses on what, how, when and where of a study rather than on why. It is a
Quantitative form of research; it is appropriate for creating statistics. A strong
content Marketing strategy relies on putting out original insights. This can be
accomplished when you opt for a primary method of data collection that is
surveying.
DATA COLLECTION
Data collection is a term used to describe a process of preparing and collecting
data, for example, as part of a process improvement or similar project. The purpose
of data collection is to obtain information to keep on record, to make decisions
about important issues, to pass information on to others. Primarily, data are
collected to provide information regarding a specific topic.
Sources of Data
Primary sources
Primary sources are original sources from which the researcher directly collects
data that have not been previously collected. Collection of Primary Data involves
more time, cost and efforts as compared to Secondary Data. They first-hand
information collected through various methods such as observation, interviewing,
mailing etc. It is highly reliable and suitable to the enquiry as the investigator
himself collects it.
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QUESTIONNAIRE is the data
collection method used in my report. A
questionnaire comprising of 12
questions was distributed among
consumers.
Questionnaire design
A questionnaire is a research instrument
consisting of a series of questions and
other prompts for the purpose of
gathering
information from respondents. Although they are often designed for statistical
analysis of the responses, this is not always the case. Questionnaires have
advantages over some other types of surveys in that they are cheap, do not require
as much effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data.
a. Multiple Choice Questions Where respondents are offered more than two
choices. Thesis done to know the choice of the customers regarding different
matters.
b. Simple Alternative Questions As far as possible questions were framed in
such a way that they are answerable in “YES” OR “NO”.
Secondary Sources
These are sources containing data that have been collected and compiled for
another purpose. The secondary sources consist of readily available compendia and
already compiled statistical statements and
reports whose data may be used by
researches for their studies. Collection
of secondary data involves lesser time
and is cheap because it is taken from
Published Unpublished Sources. Since
it is not specifically collected for this
purpose of study hence it is adjusted to
suit the objective of study.
INTERNET AND OTHER MEDIA SOURCES WWW has the latest data and
interviews which helped me in determining the scope of my projects well as make
it as up to date as possible.
BOOKS Various Marketing books have been used while making this project for
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better understanding of the concept.
SAMPLE TECHNIQUE: -
PROBABILITY SAMPLING
In the Project sampling is done on basis of Probability sampling. Among the
probability sampling design, the sampling design chosen is stratified random
sampling. Because in this survey I had stratified the sample in different age
group, different gender and different profession.
SAMPLE SIZE
A Customer-based survey was conducted, in which 100 customers were asked to
fill the questionnaire. This was then used to derive results and analyze the level
of consumer perception. Because it is a pilot study and due to time constraint,
the sample size is small. The way of sample collection used here is convenience
sampling.
SAMPLE DESIGN
The sample Unit taken by me consists of General public of different age group,
different gender and different profession
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The data collected is then coded in the tables to make the things presentable and
more effective. The results are shown by tables which will help me out in easy and
effective presentation and hence results are being obtained.
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CHAPTER III
DATA
INTERPRETATION
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Understand Consumer Buying Behaviour of Indians
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6.Data Analysis and Interpretations
1. How do you get information about new Products?
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4. Oil you ever purchase from an online site?
Yes
No
5. If yes. then what type of product / services did you purchase online?
Interpretations for 4 and 5: of the sample will make online purchases also; mostly
they purchase electronic products, followed by fashion and travel accessories
through online.
6. Watch television?
• YES
• NO
8. Do you read
Newspapers?
Yes
No
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•
YES
Interpretation 6 to 9: 93% of the samples are watching I.V. 53% of the samples is
watching T.V programs through online portals. 93% are reading newspapers and
74% are reading newspapers through online portals.
• NO
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12. Do you have an internet connection in any of the above-mentioned gadgets?
4% • YES
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14. What you do with these gadgets?
Interpretation 10 to 15:
More than of the sample have can mobile or Smartphone and laptops or PC.
While coming to tablets it is low. but it doesn't mean no one is using tabs.
Still.
of samples have a tablet. of samples have an internet connection is any of
these gadgets. this showing the penetration of internet in India.
33% of the samples are using these gadgets while they are with their friends.
25% of the samples are using these gadgets while watching I.V. 42% of
samples are using gadgets in office or college.
use these gadgets for chatting, for surfing and 14% for watch videos 8
games.
15. Do ever notice advertisement?
. YES. NO
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16. If yes. from where?
17. Mention one from of media. which you give more importance?
97% of the samples are seeing ads. among them 35% of samples noticed ads
through online media, 22% on TVC and 17% on Newspapers.
48% of the samples are saying they have trust in online ads. 34 % are saying
they have trust in I.V.
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18. How do you normally purchase a product?
Visit and purchase from retail Shop itself Visit the retail shop and purchase from laptop
Visit the retail shop and purchase from mobile Research and purchase from laptop Research and purchase from
Research in mobile and purchase from laptop Research in laptop and purchase from retail shop
Research inand purchase from retail Shop
19. After purchase. what type of experience will you share with others?
Bad experience
good experience
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In this situation. one opportunity is again losing to brands and one opportunity
is emerging for brands to reach their T.G.
More than 90% of samples are noticing ads. among them 85% of samples
noticed ads through online media, followed by TVC and Newspapers.
48% of samples are telling they give more importance to online ads and 34 %
of samples give importance to I.V.C.
From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can
search for more information after seeing an ad or online is the only two-way
communication channel for customers.
22% of the samples do research through their lap or PC before purchasing a
product from the retail shop and 21% do research via mobile.
Most of the Indians prefer to purchase from a retail shop only. but before
going to retail shop they will seek information about the product through an
online platform. Here is actually change happens in consumer buying
journey. early times consumer belief a product only after seeing the product in
a retail shop. But now Indian customers want to get conviction about a
product before going to retail shop. So, from a marketers view they want to
convince their customers before going to a retail shop.
Brands want to build a cool presence over digital platforms because the
customer will do research about the product after seeing an ad or after
getting stimulated.
Brands are getting more touch points to reach target group in a cost-Effective
manner.
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Chapter IV: Conclusion
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CONCLUSION
The successful completion of this internship indicates that the future of marketing
is in the hands of digital. Digital marketing is not only concerned with placing ads
in portals, it consists of integrated services and integrated channels. Marketers
want to use these components in an effective Way to reach target groups and to
build a brand. In this digital era marketer is not the custodian for a brand, people
who are connected across the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media's. More than that customers
are highly information seekers and digital media is the only platform for two-way
communication between brands and customers.
I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and also to plan for future strategies.
I conclude my research by quoting again that "Brands can't sustain without digital
presence.
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Bibliography
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Roberts, M.L., Zahay, D.L.: Internet Marketing: integrating online and offline
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4.
5.
Ryan, D.: The best digital marketing campaigns in the world: II (electronic
resource). KoganPage, London (2014).
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8.
Mathieson, Rick: The on-demand brand: 10 rules for digital marketing success in
an anytime, everywhere world (electronic resource). American Management
Association, New York (2010).
10.
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