MBA Semester – IV

Research Project

Name KAVYA K H

USN 212VMBR00214

Elective MARKETING

Date of Submission 23-09-2023

1
 A study on “A STUDY ON THE EFFECTIVENESS OF
DIGITAL MARKETING WITH SPECIAL REFERENCE TO
MASIRA DIGITAL MARKETING PVT. LTD”

Research Project submitted to Jain Online (Deemed-to-be University)

In partial fulfillment of the requirements for the award of:
Master of Business Administration

Submitted by:
KAVYA K H

USN:
212VMBR00214
Under the guidance of:

Dr. Selvaraj C
(Faculty-JAIN Online)

Jain Online (Deemed-to-be University)

Bangalore
2022-23

2
 DECLARATION

I, Kavya K H, hereby declare that the Research Project Report titled” A study on effectiveness
of digital marketing with special reference to Masira digital marketing pvt.ltd” has been
prepared by me under the guidance of the Dr. Selvaraj C I declare that this Project work is towards
the partial fulfillment of the University Regulations for the award of the degree of Master of
Business Administration by Jain University, Bengaluru. I have undergone a project for a period of
Eight Weeks. I further declare that this Project is based on the original study undertaken by me and
has not been submitted for the award of any degree/diploma from any other University / Institution.

Place: Bangalore
Date: Name of the Student: Kavya K H
USN: 212VMBR00214

3
 CERTIFICATE

This is to certify that the Research Project report submitted by Mr./Ms. Kavya K H bearing
212VMBR00214 on the title “A study on effectiveness of digital marketing with special reference
to masira digital marketing pvt.ltd” is a record of project work done by him/ her during the
academic year 2022-23 under my guidance and supervision in partial fulfillment of Master of
Business Administration.

Place: Bangalore Name of the Guide

Date: Dr. Selvaraj C

4
 ACKNOWLEDGEMENT

I am truly grateful to my External guide Dr. Selvaraj C and internal guide Dr.Rohini for their
research guidance, encouragement and opportunities provided. I wish to thank all the
respondents from the firms who spent their valuable time in discussing with me and giving
valuable data by filling up the questionnaire. My sincere and heartfelt thanks to all my teachers
at the department of MBA, for their valuable support and guidance. Last, but not least, I want
to express my deep appreciation to my parents for their unstinted support.

____________________
Name of the Student: Kavya K H
USN: 212VMBR00214

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 EXECUTIVE SUMMARY

Digital marketing is sophisticated advertising that uses electronic devices, such as PCs,
smartphones, tablets, and gaming consoles, to establish connections with partners. Advanced
showcasing applies innovations or stages, such as search engine marketing (SEM), websites,
email advertising, and online networking promoting. One of the top advertising media
companies in India is Outdoor Advertising Agency, which provides services across all offline
and online media platforms. Services include indoor and outdoor marketing as well as Facebook,
Twitter, LinkedIn, YouTube, and Google consulting. Despite being founded only a few years
ago, the organization has a significant advantage over most competitors due to its unwavering
pursuit of perfection and exceptional level of innovation in its work. The project is under OAA's
marketing division. The objective of the project is "A study on effectiveness of digital marketing
with special reference to OAA" . With reference to OAA, this report will discuss digital
marketing and its efficacy. This study will show us how online media companies are developing
and expanding financially in relation to OAA. Here are some of the internship's key discoveries.
In this era of computers, the great majority of Indians are receiving updates through
sophisticated advertisements, giving brands additional touchpoints to accomplish their goal
gathering. This report provides additional information regarding the discoveries.

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 TABLE OF CONTENTS

Title Page Nos.

Executive Summary 6

List of Tables 7

List of Graphs 8

Chapter 1: Introduction and Background 9-21

Chapter 2: Review of Literature 22-25

Chapter 3: Research Methodology 26-29

Chapter 4: Data Analysis and Interpretation 30-52

Chapter 5: Findings, Recommendations and Conclusion 53-57

References 58-59

Annexures

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 LIST OF TABLES

Table Page
Particulars
Number Number
4.1 Gender 31

4.2 Age 32

4.3 Age of the Respondents. 33

Employee's monthly income from the organization.
4.4 34

4.5 How superiors helping / supporting / working with you. 35

How is your relationship with your colleagues?
4.6 36

4.7 Shift timing / work timings made by the organization is it 37

adjustable to work?
4.8 Do you feel comfortable in work place? 38

4.9 The pay offered by the company is competitive. 39

4.10 Employees reason to take leave. 40

4.11 Employee's having knowledge about the health & safety 41

measures of the company .
4.12 Employees taking leave on personal reasons. 42

4.13 The method to control absenteeism in work place. 43

4.14 Employees getting opportunity for personality development 44

of employee

4.15 Whether employee know the value of the benefits offered 45

by the organization.
4.16 Sharing information exchange ideas with employees. 46

4.17 Factors to motivate employee's regularity in workplace. 47

4.18 Employee's work over time. 48

4.19 Do you think absenteeism leads or impact on work time. 49

4.20 The career prospects in the company. 50

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 LIST OF FIGURES/GRAPHS

Table Page
Particulars
Number Number
4.1 Gender 31

4.2 Age 32

4.3 Age of the Respondents. 33

Employee's monthly income from the organization.
4.4 34

4.5 How superiors helping / supporting / working with you. 35

How is your relationship with your colleagues?
4.6 36

4.7 Shift timing / work timings made by the organization is it 37

adjustable to work?
4.8 Do you feel comfortable in work place? 38

4.9 The pay offered by the company is competitive. 39

4.10 Employees reason to take leave. 40

4.11 Employee's having knowledge about the health & safety 41

measures of the company .
4.12 Employees taking leave on personal reasons. 42

4.13 The method to control absenteeism in work place. 43

4.14 Employees getting opportunity for personality 44

development of employee
4.15 Whether employee know the value of the benefits offered 45
by the organization.
4.16 Sharing information exchange ideas with employees. 46

4.17 Factors to motivate employee's regularity in workplace. 47

4.18 Employee's work over time. 48

4.19 Do you think absenteeism leads or impact on work time. 49

4.20 The career prospects in the company. 50

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 CHAPTER-1

INTRODUCTION

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1.1 Purpose of the Study

To learn how firms may use digital platforms to efficiently reach their target audience, find the most
effective techniques, and adjust to changing consumer behavior in the digital landscape, an
efficacious study on digital marketing is required. It offers insightful analysis and helpful suggestions
for maximizing digital marketing initiatives and accomplishing corporate objectives.
1.2 Introduction to the Topic
First and foremost, I had to follow the curriculum for a six-week summer internship program. I
choose to work with a start-up business named "Masira digital marketing agency" since I'm curious
and interested in internet or digital marketing. Since I could learn more about digital marketing right
away, I went with a start-up business. Digital marketing has grown significantly and is predicted to
continue rising in the future due to the rapid growth of this business. I have studied every facet of
digital marketing (website listing, content production, social networks) because of this summer
internship. The development of digital platforms, applications, and social networks has had a
significant impact on marketing strategies. You may now hear from your prospective and existing
clients more quickly and directly than ever before. They are trying to contact with you. There are new
opportunities and difficulties for marketers as a result of this shifting climate. It's easy to become
behind in digital marketing. Digital marketing gives you the tools you need to assess your company's
social media strategy and digital marketing, as well as helps you find areas that need improvement.
Employees of small businesses that wish to leverage new media for expansion may find this handy.
By publishing material online through external marketing channels including podcasts, e-journals,
online campaigns, social media marketing, and search engines, businesses can effectively execute
inbound marketing techniques.

1.3 Overview of Theoretical Concepts

This study's theoretical framework for digital marketing is based on a number of important ideas and
frameworks that form the basis of the investigation:

Marketing Mix Theory: The research takes into account the conventional framework of the marketing
mix, which consists of product, price, place, and promotion. It also looks at how these components
have changed in the digital sphere, covering topics like digital advertising, dynamic pricing, e-
commerce platforms, and online product development.
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 Consumer Behavior Theory: This research explores theories of consumer behavior in the digital
sphere, looking at how consumers use digital channels to interact with brands, research products,
make decisions about what to buy, and navigate the online environment.
Digital Marketing Channels: To understand how organizations use these channels to reach and
connect with specific target audiences, the research takes into account a variety of digital marketing
channels, including as websites, social media platforms, email marketing, search engines, and mobile
applications.

Content Marketing: Acknowledging the significance of content in digital marketing, this research
delves into content marketing tactics, stressing the production and distribution of worthwhile and
pertinent material to draw in and hold on to digital customers.

Data Analytics and Metrics: The study highlights the importance of data-driven decision-making in
strategy optimization by utilizing data analytics and key performance indicators (KPIs) to measure and
assess the efficacy of digital marketing campaigns. This study attempts to provide a thorough
understanding of the theoretical foundations of digital marketing by establishing a foundation of
knowledge. This will allow the study to provide insights and guidance for effective strategy development
and decision-making in the current digital business landscape.

Company / Domain / Vertical / Industry Overview

Company Profile –

Masira Digital Marketing Agency Bangalore

We create customized marketing plans for businesses based on their specific needs
and goals. We are experts in the most recent digital marketing techniques and
technology. We use our skills to assist businesses in reaching their target audiences
and achieving their objectives.

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 Masira Digital Marketing Agency in Bangalore, we are committed to offering the
best Digital Marketing Services to our clients. We have a team of seasoned and
trained marketing professionals who are passionate about assisting businesses in
growing. We also value transparency and accountability, and we keep our clients
informed.

Vision and Mission statement of the Organization

Vision

Our vision is to become a preeminent digital marketing firm that helps companies
succeed in the continuously changing digital environment. Regardless of size or
sector, we think every organization should be able to use digital marketing to
accomplish its objectives and scale new heights of success.

Delivering Exceptional Results

Exceeding Expectations
Increasing brand visibility
Ultimately drive growth and business

Mission

As a trusted Digital Marketing Company in Bangalore, our mission is to assist

brands in achieving their full online potential. We are a team of experienced and
competent marketing experts devoted to helping businesses in achieving their
objectives. Accountability and transparency are also important to us, and we keep
our clients informed at all times.

Work fewer hours and get more money

Excellent achievement in our goal

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Organizational Hierarchy

Managing
Director

Director

Human
Resource

Admin

Employee
s

Departmental Hierarchy

Finance Human
Technical
resource

14
Employee Details

There are 150-190 employees working in Masira Digital Marketing.

Service Details

Content Marketing Graphic Designing

Email Marketing

Personal/Company Branding Search Engine Marketing Search Engine Optimization

Social Media Marketing Web Designing Social Media Optimization

Content Marketing:

• Strategizing Content

• Content Creation

• Social Media Platform

• Search Engine Optimization

• Content Refreshing

Email Marketing:

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 • Developing Strategies

• Creating Email Campaigns

• Creating Content

Graphic Designing:

• Designing Logo

• Visual and Brand Identity

• Website’s Graphics

Search Engine Optimization:

• Keyword Research and Analysis

• On - Page Optimization

• Technical SEO

• Off - Page Optimization

Social Media Marketing:

• Developing Social Media Strategy

• Creating and Managing Content

• Managing Community

• Paid Social Media Advertising

• Using Influencer Marketing

• Monitoring and Reporting

Social Media Optimization:

• Profile Optimization

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 • Strategic Content Creation

• Implementing Hashtags

• Engaging Communities

• Reporting and Tracking

Web Designing:

• Customized Website Design

• Designing a Responsive Website

• User-Friendly CMS

• Adding Interactive Features

• Website Maintence and Support

Competitors

1. Langoor

Langoor is a leading digital marketing agency based in Bangalore, India, offering

innovative solutions for businesses worldwide. Established in 2010, Langoor
specializes in web and mobile app development, SEO, social media marketing, and
content marketing, helping clients thrive in the digital landscape.

2. WATConsult

WATConsult is a renowned digital marketing agency headquartered in Mumbai, India.

Established in 2007, the company specializes in providing a wide range of digital
services, including social media marketing, content marketing, SEO, and web
development. WATConsult has earned a strong reputation for its innovative and data-
driven approach, helping brands achieve success in the ever-evolving digital space.

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SWOT Analysis
Strengths
• Expertise: Digital marketing agencies typically have a team of
experts in various digital marketing channels, such as SEO, SEM,
social media, content marketing, and email marketing.

• Data Analytics: The ability to analyze and interpret data allows

agencies to make data-driven decisions, optimize campaigns, and
demonstrate ROI to clients.

• Creativity: Creativity is essential for creating engaging and

effective digital marketing campaigns that capture the audience's
attention.

• Technology and Tools: Access to cutting-edge marketing tools and

software for automation, analytics, and campaign management.

• Client Portfolio: A strong portfolio of satisfied clients and case

studies can attract new business and build credibility.

Weakness

• Dependency on Platforms: Agencies may rely heavily on third-party

platforms (e.g., Google, Facebook) for advertising, which can be subject to
algorithm changes and policy updates.
• Competition: The digital marketing industry is highly competitive, with
many agencies vying for the same clients.
• Talent Retention: Recruiting and retaining top talent can be challenging,
especially in a competitive job market.
• Client Churn: High client turnover is common in the industry due to
changing business needs and expectations.
• Costly Tools: The cost of maintaining and subscribing to various marketing

18
 tools and software can be substantial.

Opportunities

• Market Growth: The digital marketing industry continues to grow as

businesses increasingly shift their advertising budgets online.
• Diversification: Expanding services to cover various digital marketing
channels and specialties can attract a broader client base.
•
• Global Reach: Digital marketing allows agencies to work with clients
worldwide, increasing revenue potential.
• Data-Driven Marketing: The demand for data-driven marketing strategies
is rising, offering opportunities to provide more personalized and effective
campaigns.

• Content Marketing: The importance of content marketing is growing,

creating opportunities for agencies to specialize in content creation and
distribution.

Threats

• Algorithm Changes: Changes in search engine or social media algorithms

can significantly impact the performance of campaigns.
• Privacy Regulations: Evolving privacy regulations (e.g., GDPR, CCPA)
can restrict the collection and use of user data, affecting targeted advertising.
• Ad Blocking: The prevalence of ad blockers can reduce the visibility of
digital ads.
• Client Budget Cuts: Economic downturns or budget constraints can lead
to reduced spending on marketing services.
• Reputation Damage: Negative publicity or poor campaign performance
can harm an agency's reputation and client trust.

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1.4Environmental Analysis (PESTEL Analysis)

Of course! An industry or business's potential impacts on external macroenvironmental factors are

evaluated through a PESTEL analysis. This is how it could relate to online advertising:

Political Aspects: Regulations: Digital marketing tactics are impacted by government laws pertaining
to consumer rights, online advertising, and data privacy.

Political Stability: Marketing plans and global campaigns may be impacted by governmental shifts or
geopolitical unrest.

Economic Factors: Market Trends: The state of the economy has an impact on online consumer
behavior and purchasing power.

Exchange Rates: Variations in exchange rates have an effect on cost-effectiveness and budgeting for
international digital campaigns.

Social Factors: Demographics: Successful digital marketing requires an understanding of the

preferences, behaviors, and values of the target audience.

Cultural Trends: Content strategies are influenced by social media trends, cultural changes, and
societal attitudes.

Technological Aspects: Innovation: Digital marketing platforms, tools, and strategies are impacted by
the quick advances in technology.

Digital Infrastructure: The effectiveness and reach of a campaign are impacted by the availability of
high-speed internet and technological infrastructure.

Environmental Factors: Sustainability: Brands' environmental marketing initiatives and consumer

preferences are influenced by the growing awareness of environmental issues.

Green Technologies: Using environmentally friendly technologies has an impact on product

positioning and marketing plans.

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Legal Aspects: Data Protection Laws: Adherence to data protection laws, such as the GDPR, has an
effect on data-driven marketing tactics.

Intellectual property: Distribution and creation of content are influenced by patents, trademarks, and
copyright.

In a dynamic and competitive landscape, knowing these factors enables digital marketers to anticipate
changes, adjust their strategies, and take advantage of opportunities.

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 Chapter II

Review of Literature

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2.1 Domain/Topic Specific Review

• Historical Evolution of Digital Marketing (Author: Dave Chaffey): Analyzing the historical
development of digital marketing practices and technologies.

• Consumer Behavior in the Digital Age (Author: Philip Kotler): Investigating how digital channels
influence consumer buying behavior and decision-making processes.

• Content Marketing Strategies (Author: Joe Pulizzi): Exploring the role of content creation and
distribution in digital marketing campaigns.

• Social Media Marketing and Engagement (Author: Gary Vaynerchuk): Examining the impact of
social media platforms on brand promotion and customer engagement.

• Search Engine Optimization (SEO) Best Practices (Author: Rand Fishkin): Discussing effective
techniques for optimizing websites to improve search engine rankings.

• Email Marketing Strategies (Author: Neil Patel): Analyzing the use of email marketing for
customer retention and lead generation.

• Pay-Per-Click (PPC) Advertising (Author: Brad Geddes): Examining the principles and strategies
of pay-per-click advertising campaigns.

• Mobile Marketing Trends (Author: Jeff Hasen): Investigating the latest trends and best practices in
mobile marketing.

• Data Analytics and Metrics in Digital Marketing (Author: Avinash Kaushik): Discussing the role of
data analytics in measuring and optimizing digital marketing campaign performance.

• Conversion Rate Optimization (CRO) (Author: Chris Goward): Analyzing techniques to improve
website conversion rates and enhance user experiences.

• Personalization and Customer Relationship Management (CRM) (Author: Paul Greenberg):

Exploring the importance of personalization in building lasting customer relationships.

• Influencer Marketing (Author: Mark Schaefer): Discussing the impact and best practices of
influencer marketing campaigns in the digital space.

• E-commerce and Digital Marketing Synergy (Author: Dave Evans): Investigating the relationship
between e-commerce and digital marketing strategies.

23
• Cross-Channel Integration and Omnichannel Marketing (Author: Brian Solis): Exploring the
importance of seamless customer experiences across multiple digital channels.

• Legal and Ethical Considerations in Digital Marketing (Author: Andrea Matwyshyn): Discussing
legal and ethical issues such as data privacy and advertising regulations in digital marketing.

• Globalization and Cultural Considerations in Digital Campaigns (Author: John Y. Lee): Analyzing
the challenges of adapting digital marketing efforts to diverse cultural contexts.

• Data Privacy and GDPR Compliance (Author: Kristina Podnar): Exploring the impact of data
privacy regulations on digital marketing practices.

• Emerging Technologies in Digital Marketing (AI, AR, VR) (Author: Daniel Newman): Examining
the integration of emerging technologies into digital marketing strategies.

• Future Trends and Challenges in Digital Marketing (Author: Scott Brinker): Discussing the
evolving landscape of digital marketing and predictions for the future.

• Digital Marketing Case Studies (Author: David Meerman Scott): Reviewing successful digital
marketing campaigns and their strategies for practical insights.

• A/B Testing in Digital Marketing (Author: Ronny Kohavi): Exploring the significance of A/B
testing in optimizing digital marketing campaigns.

• Social Media Advertising ROI (Author: Neal Schaffer): Analyzing the return on investment (ROI)
of social media advertising campaigns and strategies to maximize it.

• Video Marketing in Digital Campaigns (Author: Greg Jarboe): Investigating the role of video
marketing in engaging audiences and enhancing brand visibility.

• Email Automation and Personalization (Author: Ben Settle): Discussing the use of email
automation and personalization techniques to improve customer engagement.

• Programmatic Advertising (Author: Paul Roetzer): Examining programmatic advertising's impact

on digital marketing and its role in reaching target audiences.

• Neuromarketing in Digital Campaigns (Author: Roger Dooley): Exploring how neuromarketing

principles can be applied to enhance the effectiveness of digital marketing strategies.

• Voice Search Optimization (Author: Purna Virji): Discussing the importance of optimizing content
for voice search in the era of virtual assistants.

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• Chatbots and AI in Customer Support (Author: Peter Lisoskie): Investigating the role of chatbots
and artificial intelligence in improving customer support in digital channels

. • Social Media Listening and Sentiment Analysis (Author: Susan Etlinger): Analyzing the use of
social media listening tools and sentiment analysis to gauge brand perception.

• Behavioral Retargeting in Digital Advertising (Author: AdRoll): Exploring how behavioral

retargeting techniques can be employed to re-engage potential customers and boost conversion rates
in digital advertising.

2.2 Gap Analysis

• Assess the current brand awareness and visibility metrics against the desired benchmarks.
• Evaluate current conversion rates against industry standards or ideal targets. Analyze
customer acquisition sources to identify potential gaps.
• Assess the alignment between chosen digital marketing techniques and the specificity of
target audience segments. Identify any techniques not effectively reaching the intended
audience.

25
 Chapter III

Research Methodology

26
3.1 Objectives of the Study

• To assess the impact of digital marketing on brand awareness and visibility.

• To determine the effectiveness of digital marketing in driving customer acquisition and conversion rates.

• To analyze the cost-effectiveness of digital marketing compared to traditional marketing channels.

• To analyze the role of different digital marketing techniques in reaching specific target audiences.

• To identify the key benefits and challenges associated with implementing digital marketing strategies.

3.2 Scope of the Study

The scope of the study covered 60 employees working in “Masira Digital Marketing Pvt. Ltd.” Bangalore.

3.3 Methodology

Research Design

➢ Data Collection
Primary data
• Primary data will be collected from the respondents by administering a structured questionnaire and
also through observations, interviews & discussions with the Management team.
Secondary data
• Secondary sources of data will be collected from online sources and websites. Online Source

➢ Sampling Method (if applicable)

Convenience sampling method will be used to collect the primary data.

➢ Data Analysis Tools

• A structured Questionnaires will be used to collect the data from 60 number of respondents.
• Interview will also be used to collect the data.

27
3.4 Period of Study

The period of study is 3 weeks.

3.5 Limitations of the Study

These limitations can impact the scope and generalizability of the research findings:

Time Limitations: One important restriction is the amount of time allotted for the study. Trends in the dynamic
field of digital marketing change quickly. As a result, the results might not accurately represent the most
recent business practices.

Data Availability: The study makes extensive use of data and information accessibility, which may be
constrained by things like industry-specific proprietary data or access restrictions to specific digital marketing
platforms.

Sample Size: The size of the sample may be restricted based on the research methodology, which could affect
how representative the results are for the whole digital marketing sector.

Geographical Scope: The study's focus might be restricted to particular geographical areas, which might leave
out some of the diversity found in digital marketing techniques around the world.

Bias in Research Sources: There may be a chance of bias in the data and opinions offered if the study mainly
depends on particular sources or business professionals.

Technological Developments: The digital marketing industry is experiencing rapid technological

advancements, which may make it difficult to fully cover all new trends and technologies.

Budgetary Restrictions: Limited funds may prevent access to premium digital marketing tools and resources
or restrict the scope of analysis.

Generalizability: Because the efficacy of digital marketing strategies varies greatly depending on industry,
size, and target audience, study findings might not be broadly applicable to all kinds of businesses.

28
3.6 Utility of Research

For a number of reasons, research on the efficacy of digital marketing is extremely valuable.

Insight Generation: It offers insightful information about the habits, inclinations, and patterns of consumers in
the digital sphere. Comprehending these facets facilitates marketers in customizing their approaches to more
effectively connect and involve their intended audience.

Optimization: By determining the most efficient channels, content kinds, timings, and targeting strategies,
research aids in the optimization of digital marketing campaigns. Higher conversion rates and ROI result from
this optimization.

Innovation and Adaptation: The world of digital technology is ever-changing. By keeping abreast of emerging
technologies, trends, and platforms, research helps marketers stay competitive by allowing them to innovate
and modify their strategies.

Data-Driven Decision Making: Data-driven decision making is made possible by research-based insights.
Instead of relying solely on conjecture, marketers can use empirical data to inform more sensible and
successful strategies.

Cost-effectiveness: Research can help determine what works and what doesn't, which facilitates more
effective resource allocation. This stops spending money that could be spent on channels and strategies that
don't work.

Competitive Advantage: By comprehending and seizing new opportunities while avoiding potential pitfalls,
organizations can maintain an advantage over rivals through ongoing research.

Measuring Success: Research aids in establishing metrics and benchmarks for gauging the effectiveness of
campaigns involving digital marketing. This assessment is essential for improving tactics and establishing
long-term objectives.

Overall, research in the effectiveness of digital marketing is instrumental in guiding strategic decisions,
enhancing customer experiences, and driving business growth in the digital realm.

29
 Chapter IV

Data Analysis and Interpretation

30
Tables, Charts, Analysis and Interpretation

4.1 Table showing the Gender of the Respondents.

Gender No. of Respondents Percentage

Male 40 66.6%
Female 20 33.3%
Total 60 100%

Source: Primary Data

ANALYSIS

In the above table, 66.6%of respondents are “Male” and 33.3%are “Female”.

Gender

40
35
30
25
20
15
10
5
0
Male Female

Gender

INTERPRETATION

The above graph shows there are more number males compared to females.

31
4.2 Table showing the age of the Respondents.

Age No. Of Respondents Percentage

Between 21-30 30 50%
Between 31-40 20 33.3%
Above 41 10 16.6%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 50%of respondents are aged between 21-30, 33.3% areaged
Between 31-40 and 16.6% are aged above 41.

AGE

17%

50%

33%

Between 21-30 Between 31-40 Above 41

INTERPRETATION

The above graph shows there are more respondents who are aged between 21-30
compared to those who are above 31- 40 and above 40.
32
4.3 Table showing marital status.

Opinion No. Of Respondents Percentage

Married 40 66.6%
Unmarried 20 33.3%
Divorce 0 0%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 50% of the respondents are Married and have job
expectations, 50% of the respondents are Unmarried and 0% of the respondents are
Divorce.

Marital status

40
35
30
25
20
15
10
5
0
Married Unmarried Divorce

marital status

INTERPRETATION

The above graph we can see that 66.6% people are unmarried compared to the
married respondents.

33
4.4 Table showing the type of company

Opinion. No. Of Respondents Percentage

Private Limited 40 66.6%
Public limited 5 8.3%
Proprietorship 5 8.3%
Partnership 10 16.6%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 66.6% of respondents are private limited, 8.3% of
respondents are public limited, 8.3% of respondents are Proprietorship, 16.6% of
respondents are a partnership.

Type of company
45
40
35
30
25
20
15
10
5
0
Private limited Public limited Proprietorship Partnership

Type of company

INTERPRETATION

In the above graph 66.6% of the companies are private limited compare to other
companies respondents.

34
4.5 Table showing how long have you been a customer of an Outdoor AdvertisingAgency.

Opinion. No. Of Respondents Percentage

0-6 months 30 50%
7 months - 1 year 20 33.3%
Above 1 year 10 16.6%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 50% of respondents attitude towards 0-6 months, 33.3% of
respondents attitude towards 7 months - 1 year, 16.6% of respondents attitude towards
Above 1 year.

Customer of an Outdoor Advertising

Agency.

Above 1 year

0-6 months
7 months - 1 year

0-6 months 7 months - 1 year Above 1 year

INTERPRETATION

In the above graph 50% of the a customer of an Outdoor Advertising

35
4.6 Table showing how you came to know about outdoor advertising agencies?

Opinion No. Of Respondents Percentage

Social media 20 33.3%
Website 10 16.6
Google search engine 30 50%
Friends 5 8.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 33.3% of respondents attitude towards “Social media”,16.6% of
respondents attitude towards “Website”,50% of respondents attitude towards “Google search
engine”, 8.3% of respondents attitude towards “Friends”.

How you came to know about outdoor

advertising agencies

Friends

Google search engine

Website

Social media

0 5 10 15 20 25 30

Series1

INTERPRETATION

In the above graph majority of by Google search engine they came to know about outdoor
advertising agencies

36
4.7 Table showing Are you aware of digital marketing?

Opinion No. Of Respondents Percentage

Yes 50 83.3%
No 10 16.6%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 83.3% of respondents attitude towards “Yes” and 16.6%of
respondents attitude towards “No”.

AWARE OF DIGITAL MARKETING

aware of digital marketing

15

10

0
Strongly agreed Agreed Neutral Disagree

INTERPRETATION

The above graph shows that majority of the employes know about digital marketing.

37
4.8 Table showing what is your perception of digital marketing.

Opinion No. Of Respondents Percentage

Excellent 35 58.3%
Very good 15 25%
Good 6 10%
Fair 4 6.6%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 58.3%of respondents attitude towards “Excellent”, 25%of
respondents attitude towards “Very good” , 10% of respondents attitude towards “Good”,
6.6% of respondents attitude towards “Fair”.

Perception of digital marketing.

Fair

Good

Very good

Excellent

0 5 10 15 20 25 30 35

perception of digital marketing.

INTERPRETATION

The above graph shows that majority of the employees perception is Excellent ondigital

38
marketing

4.9 Table showing the digital marketing service you are familiar with.

Opinion No. Of Respondents Percentage

SEO Service 40 66.6%
Social media marketing 20 33.3%
Email marketing 5 8.3%
Website design 5 8.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 66.6% of respondents attitude towards “SEO Servic”, 33.3% of
respondents attitude towards “Social media marketing” , 8.3% of respondents attitude
towards “Email marketing”, 8.3% of respondents attitude towards “Website design”.

The pay offered by the company is

competitive..

7%
7%
SEO Service
Social media marketing

29% 57% Email marketing

Website design

INTERPRETATION

In the above graph the 66.6% employees are more familiar with the SEO service.

39
4.10 Table showing how often you use digital marketing services.

Opinion No. Of Respondents Percentage

Frequently 30 50%
Sometimes 15 25%
Rarely 10 16.6
Never 5 8.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 50% of the respondents “Frequently”, 25%of the respondents
are “Sometimes”, 16.6of the respondents “Rarely” and 8.3%of the respondents “Never”.

How often you use digital marketing services.

30

25
20
15
10
5
0
Frequently
Sometimes
Rarely
Never

how often you use digital marketing services

INTERPRETATION

The above graph shows that majority of the employees will frequently use the digital
marketing services.

40
 4.11Table showing the Do you believe that digital marketing is more cost-effectivein
achieving marketing goals compared to traditional marketing?
Opinion No. Of Respondents Percentage
Strongly Agree 40 66.6%
Agree 10 16.6%
Disagree 10 16.6%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 66.6% of the respondents “Strongly Agree”, 16.6% of the
respondents are “Agree”, 16.6% of the respondents “Disagree”.

DIGITAL MARKETING IS MORE

COST-EFFECTIVE IN ACHIEVING
MARKETING GOALS COMPARED TO
TRADITIONAL MARKETING
Digital marketing is more cost-effective in achieving marketing goals compared to traditional
marketing

Disagree

Agree

Strongly Agree

0 5 10 15 20 25 30 35 40
INTERPRETATION

The above graph shows that majority of the employees will “Agree” that digital marketing
is more cost-effective in achieving marketing goals compared to traditional marketing

41
4.12 Table showing how effective do you think digital marketing is in terms ofcustomer
engagement compared to traditional marketing.

Opinion No. Of Respondents Percentage

Very Ineffective 10 16.6%
Ineffective 5 8.3%
Neutral 10 16.6%
Effective 20 33.3%
Very Effective 5 8.3%
Total 40 100%

Source: Primary Data

ANALYSIS

The above table shows that 16.6% of respondents “Very Ineffective”, 8.3% of the
respondents are “Ineffective”, 16.6%% of the respondents are “Neutral” and 33.3%of the
respondents are “Effective” and 8.3% of the respondents are “Very Effective”.

Digital marketing is in terms of customer

engagement compared to traditional
marketing.

20
15
10
5
0
Very Ineffective Ineffective Neutral Effective

digital marketing is in terms of customer engagement compared to traditional marketing.

INTERPRETATION

The above graph shows that majority of the employees effective in digital marketing is in
terms of customer engagement compared to traditional marketing.

42
4.13 Table showing Which digital marketing tools or platforms do you use regularly for
campaign management and analytics?

Opinion No. Of Respondents Percentage

Google Analytics 30 50%
Facebook Ads Manager 15 25%
HubSpot 5 8.3%
MailChimp 5 8.3%
SEMrush 5 8.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 50% of respondents use “Google Analytics”, 25% of respondents
use “Facebook Ads Manager” , 8.3% of respondents use “HubSpot”, 8.3% of respondents
use “MailChimp” and 8.3% of respondents use “SEMrush”.

Platforms do you use regularly for campaign

management and analytics

Encouragement

SEMrush

MailChimp

HubSpot

Facebook Ads Manager

Google Analytics

0 5 10 15 20 25 30

platforms do you use regularly for campaign management and analytics

INTERPRETATION

The above graph shows that majority of the employees use Google analytics for campainge
management.

43
 4.14 Table showing What are the most significant challenges you face in
implementing digital marketing strategies effectively?

Opinion No. Of Respondents Percentage

Budget Constraints 10 16.6%
Keeping Up with 20 33.3%
Technological Changes
Data Privacy Concerns 10 16.6%
Competition 5 8.3%
Measuring ROI 10 16.6%
Total 40 100%

Source: Primary Data

ANALYSIS

The above table shows that 16.6% of the respondents “Budget Constraints”, 33.3%of the
respondents are “Keeping Up with Technological Changes”, 16.6% of the respondents “Data
Privacy Concerns”, 8.3% of the respondents “Competition” and16.6% of the respondents
“Measuring ROI”.

MOST SIGNIFICANT CHALLENGES YOU FACE IN

IMPLEMENTING DIGITAL MARKETING
STRATEGIES EFFECTIVELY.
Budget
Measuring ROI Constraints
18% 18%
Competition
9%

Data Privacy Keeping Up with

Concerns Technological
18% Changes
37%

INTERPRETATION

The above graph shows that majority of the employees responses to Keeping Up with
Technological Changes in digital marketing.

44
4.15 Table showing Which digital marketing channels do you find most effectivefor your
business.

Opinion No. Of Respondents Percentage

Search Engine 20 33.3%
Optimization
Social Media 15 25%
Advertising
Content Marketing 5 8.3%
Email Marketing 5 8.3%
Pay-Per-Click 10 16.6%
Influencer Marketing 5 8.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 33.3% of the respondents use “Search Engine Optimization”,
25% of the respondents use “Social Media Advertising”, 8.3% of the respondents use
“Content Marketing”, 8.3% of the respondents use “Email Marketing” and 8.3% of the
respondents use “Influencer Marketing”

45
INTERPRETATION

The above graph shows that majority the employees use Search Engine Optimization in
digital marketing channels do you find most effective for your business.

46
4.16 Table showing Which metrics do you believe are most important for measuringthe effectiveness
of digital marketing?

Opinion No. Of Respondents Percentage

Website Traffic 10 16.6%
Conversion Rate 30 50%
Click-Through Rate 10 16.6%
Social Media 5 8.3%
Engagement
Email Open Rate 5 8.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 16.6% of the respondents “Website Traffic”, 50% of the
respondents are “Conversion Rate”, 16.6% of the respondents “Click-Through Rate”, 8.3%
of the respondents “Social Media Engagement” and 8.3% of the respondents “Email Open
Rate”.

Most important for measuring the

effectiveness of digital marketing?

30
25
20
15
10
5
0
Website Conversion Click-Through Social Media Email Open
Traffic Rate Rate Engagement Rate

most important for measuring the effectiveness of digital marketing?

47
INTERPRETATION

The above graph shows that majority employees are believe in the Conversion Rateimportant
for measuring the effectiveness of digital marketing.

48
4.17 Table showing Which social media you most prefer?

Opinion No. Of Respondents Percentage

Facebook 10 16.6%
Instagram 25 41.6%
Linked In 20 33.3%
Twitter 3 5%
Google+ 2 3.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 16.6% of respondents attitude towards “Facebook”, 41.6% of
respondents attitude towards “Instagram”, 33.3% of respondents attitude towards “Linked
In”, 5% of respondents attitude towards “Twitter”, 3.3% of respondents attitude towards
“Google+”.

Social media you most prefer

25
20
15
10
5
0
Facebook
Instagram
Linked In
Twitter
Google+

Series1

INTERPRETATION

The above graph shows that majority employees use Instagram rather than other social media
49
4.18 Table showing the Have you used You tube marketing service?

Opinion No. Of Respondents Percentage

Yes 40 66.%
No 20 33.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 66.% of respondents attitude towards “Yes” and 33.3%of
respondents attitude towards “No”.

Have you used You tube marketing

service

33%

67%

Yes No

INTERPRETATION

The above graph shows that majority of the employees used You tube marketingservice.

50
4.19 Table showing the How do you describe our service with regards to digitalmarketing?

Opinion No. Of Respondents Percentage

Excellent 25 41.6%
Very good 10 16.6%
Good 20 33.3%
Fair 5 8.3%
Total 40 100%

Source: Primary Data

ANALYSIS

The above table shows that 41.6% of the respondents “Excellent”, 16.6% of the respondents
are “Very good”, 33.3% of the respondents “Good” and 8.3%of the respondents “Fair”.

How do you describe our service

with regards to digital marketing?
30

25

20

15

10

0
Excellent Very good Good Fair Poor

How do you describe our service with regards to digital marketing?

INTERPRETATION

The above graph shows that the majority of the employees are excellent in describe our
service with regards to digital marketing
51
4.20 Table showing the Do you experience any difficulties in accessing digital
marketing service?

Opinion No. Of Respondents Percentage

Yes 10 16.6%
No 50 83.3%
Total 60 100%

Source: Primary Data

ANALYSIS

The above table shows that 16.6% of respondents attitude towards “Yes” and 83.3%of
respondents attitude towards No”

Experience any difficulties in accessing

digital marketing service?

17%

83%

Yes No

INTERPRETATION

The above graph shows that majority of the employees says no experience any
difficulties in accessing digital marketing service.

52
 Chapter V
Findings, Recommendations and Conclusion

53
5.1 Findings based on observations and analysis of data.
• From the analysis can be stated that male category of the respondents is 66.6%.
• It observed 52% of the respondents are belongs to 21 to 30 years age group
• It is found that 66.6% of the respondents are married.
• It is found that 66.6% of the respondents are having private limited company.
• It is observed that 50% of the respondents are associated with OAA from 0-6 months.
• It stated that 50% of the respondents are aware of OAA through their SEO platform
•  It is found that 83.3% of the respondents are aware of the digital marketing.
• It is found that 58.3% of the respondents are almost always use digital marketing service.
• It is observed that 66.6% of the respondents are using SEO service service to access digital
marketing.
It is found that 50% of the respondents are frequently using the digital marketing services.

• It is observed that 66.6% of the respondents are agreed for digital marketing is more cost-
effective in achieving marketing goals compared to traditional marketing.

• It is observed that 33.3% of the respondents are thinking that digital marketing is in terms of
customer engagement compared to traditional marketing.

• It is observed that 50% of the respondents are using the marketing tool as google analytics.

• It is found that 33.3% of the respondents are facing challenge of the technological changes.

• It is observed that 33.3% of the respondents are using SEO platform for digital marketing
channels to become more effective.

• It is found that 50% of the respondents are using the conversion rate for measuring
the effectiveness of digital marketing.

• It is found that 41.6% of the respondents prefer Instagram as social media platform.

• It is found that 66.6% of the respondents are using You Tube marketing service.

• It is observed that 41.6% of the respondents are gave excellent rating

• It is found that 20% of the respondents are facing difficulties in accessing digital marketing,
especially in security issue and lack of information.

54
General findings
• Digital marketing offers extensive reach and precise targeting capabilities
compared to traditional marketing. It allows businesses to reach a global audience
while targeting specific demographics, interests, behaviors, and locations.
• One of the greatest advantages of digital marketing is its measurability. Marketers
can track and analyze various metrics in real time, such as website traffic,
conversion rates, click-through rates, engagement, and ROI. This data-driven
approach enables continuous optimization of campaigns for better results.
• Content marketing plays a crucial role in digital marketing effectiveness. High-quality,
relevant content not only attracts and engages audiences but also improves search engine
optimization (SEO), leading to higher organic visibility and traffic.

Recommendations based on findings

• Leverage Cost-Effectiveness Perception: With a significant percentage acknowledging that
digital marketing is more cost-effective, emphasize this advantage in your marketing
campaigns. Highlight how digital strategies can provide better ROI compared to traditional
methods.
• Enhance Customer Engagement Strategies: While a portion of respondents believes
traditional marketing is better for customer engagement, focus on innovative digital
engagement tactics. Utilize social media, interactive content, and personalized experiences to
bridge this gap.
• Educate on Technological Changes: Since some respondents find technological changes
challenging, provide educational resources or training programs to help marketers adapt.
Highlight the benefits of staying updated with technology and its impact on marketing
effectiveness.
• Promote SEO and Analytics Tools: Since a third of respondents use SEO platforms and
Google Analytics, emphasize the importance of these tools for refining marketing strategies.
Offer guides or workshops to maximize their usage and effectiveness.
• Stress Conversion Rate Measurement: Since half of the respondents use conversion rate as
a metric, advocate for its importance in measuring digital marketing success. Educate on
optimizing conversion strategies for better results.

55
 • Utilize Preferred Platforms: With Instagram and YouTube being popular platforms, allocate
resources and strategies to maximize engagement on these channels. Tailor content and
campaigns to resonate well with these audiences

5.5 Suggestions for areas of improvement

• A distinct team comprising specialists in digital advertising ought to be formed to

enhance the effectiveness of advertisements and yield superior outcomes.
• Since there is a high demand for digital advertisements, it is necessary to hire and
train competent human resources.
• The business must advertise itself in the field of advertising more successfully.
5.6 Scope for future research
Integration of Digital Technologies in Outdoor Advertising: To increase engagement and
track the effects of different digital technologies on consumer behavior, look into how they
can be incorporated into more conventional outdoor advertising mediums like billboards,
transit ads, or street furniture. Examples of these include augmented reality, geotargeting,
and interactive displays.

Data Analytics and Measurement: Investigate cutting-edge data analytics methods to assess
how well digital marketing tactics work in outdoor advertising. The process may entail
creating models or algorithms to analyze data from multiple sources (like social media,
mobile devices, or location-based services) and determine the effect of outdoor digital
campaigns on conversion rates, brand awareness, and engagement.
Consumer Behavior and Psychographics: Examine how customers engage with digital
components in outdoor advertising through research. Comprehending the psychographic
profiles and behavioral tendencies of diverse consumer segments may facilitate the
customization of digital content and placements to optimize their impact.

Innovation and Emerging Technologies: Investigate cutting-edge technologies like

blockchain for transparent ad verification, IoT-connected displays, and AI-driven content
optimization that have the potential to further transform outdoor digital marketing. It
would be beneficial to investigate the viability and possible effects of these technologies
on outdoor advertising.

56
5.7 Conclusion
This internship's success demonstrates that digital marketing will dominate marketing in the
future. Digital marketing encompasses integrated channels and integrated services in
addition to portal advertisements. Marketers hope to use these elements to connect with
consumers and build brands. In the digital era, gatekeepers are those connected through
digital platforms; marketers are not the brand's protectors. Companies aim to increase their
presence on the internet. Customers do, in fact, favor digital media over other forms. There
are a lot of people searching for information about this customer, and the only two-way
communication channel available to them is digital media. The most effective medium for
developing a product into a brand is digital media. The success of this internship indicates
that digital marketing will dominate marketing in the future. In addition to portal
advertisements, integrated services and integrated channels are also a part of digital
marketing. In order to connect with consumers and build brands, marketers aim to make use
of these elements. In the digital age, those connected through digital platforms act as
gatekeepers, rather than marketers as brand stewards. Companies seek to increase their
online presence. It's true that consumers favor digital media over other forms. Numerous
individuals are seeking information from this customer, and digital media serves as the sole
means of two-way communication between them. The most effective medium for
establishing a brand for a product is digital media.

57
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URL: www.outdooradvertisingagency.in

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