Title: Effectiveness of digital Marketing in

this challenging Age.

Abstract: Marketers are faced with new challenges and
opportunities within this digital age. Digital marketing is the
utilization of electronic media by the marketers to promote the
products or services into the market. The main objective of digital
marketing is attracting customers and allowing them to interact with
the brand through digital media. This article focuses on the
importance of digital marketing for both marketers and consumers.
We examine the effect of digital marketing on the firms sales.
Additionally the differences between traditional marketing and digital
marketing in this paper are presented. This study has described
various forms of digital marketing, effectiveness of it and the impact
it has on firms sales. The examined sample consists of one hundred
fifty firms and fifty executives which have been randomly selected to
prove the effectiveness of digital marketing. Collected data has been
analyzed with the help of various statistical tools and techniques.

Introduction:
Digital marketing is one type of marketing being widely used to
promote products or services and to reach consumers using digital
channels. Digital marketing extends beyond internet marketing
including channels that do not require the use of Internet. It includes
mobile phones (both SMS and MMS), social media marketing,
display advertising, search engine marketing and many other forms of
digital media. Through digital media, consumers can access
information any time and any place where they want. With the
presence of digital media, consumers do not just rely on what the
company says about their brand but also they can follow what the
media, friends, associations, peers, etc., are saying as well. Digital
marketing is a broad term that refers to various promotional
techniques deployed to reach customers via digital technologies.
Digital marketing embodies an extensive selection of service, product
and brand marketing tactics which mainly use Internet as a core
promotional medium in addition to mobile and traditional TV and
radio. Canon iMage Gateway helps consumers share their digital
photos with friends online. LOrals brand Lancme uses email
newsletters to keep in touch with customers and hence tries to
strengthen customer brand loyalty ( Merisavo et al., 2004). Magazine
publishers can activate and drive their customers into Internet with e-
mails and SMS messages to improve re-subscription rate ( Merisavo
et al., 2004).

Research Problem:
Digital marketing plays a significant role in promoting the products
and services to the customers. However, the scope of attracting
customers via digital platform and allowing the customers to interact
with the minimal. As a Consequence, we have to resolve this problem
by improving the awareness of digital Marketing in order to improve
sales.

Objective:
To attract customers and allowing them to interact with the brand via
digital marketing.

Scope of Research:
To analyse various forms of digital marketing and its effectiveness on
digital marketing.

LITERATURE REVIEW
 The purpose of doing research in the area of digital marketing is
because it seem huge. In todays time, digital media have successfully
transformed the attitudes and perceptions of consumers and in many
businesses.
The concept of marketing has changed with the growth of the internet.
Digital marketing could be defined as a sub-branch of traditional
marketing that uses digital channels to achieve the same goal as
traditional marketing, which is to attract new customers and keep old
ones by promising superior values. This is only done by engaging
customers with the brand through social media, blogs, digital
marketing etc.
Digital marketing is much more convenient for businesses to conduct
surveys online with a purpose to get relevant information from
targeted groups and analysing the results based on their responses.
Potential customers can look for reviews and recommendations to
make informed decisions about buying a product or using the service.
On the other hand, businesses can use the exercise to take action on
relevant feedback from customers in meeting their needs more
accurately.
 EFFECTIVENESS OF DIGITAL
MARKETING
THEORITICAL FRAMEWORK
ONLINE
ADVERTISING

EMAIL MARKETING

INCREASED SALES
Social MEDIA

TEXT MESSAGING

AFFLIATE
MARKETING

PAY PER CLICK

ONLINE ADVERTISING: Also known as Internet Advertising its a

vital part of digital marketing. Consumers interests are best managed
here by expression of the content and ads by which enables to share
the information regarding goods and services. Budget and time are
best managed by online advertising.

EMAIL MARKETING: Potential / existing consumers are informed

about the product or services via email to send ads, build brands and
customer loyalty. It creates customer trust and also creates brand
awareness. Its one of the easiest ways to promote its product/service
that leads to quite good exposure.
SOCIAL MEDIA & TEXT MESSAGING: A computer based tool
that allows creating, exchange ideas, information or pictures about the
companys product/services. Text messaging, sending information
about products and services from cellular and smart phone devices in
the form of texts , pictures , videos or audio. Company can create
questionnaire and obtain valuable customer feedback essential to
develop their products or services in future.

AFFILIATE MARKETING: In this a Company rewards and

affiliates for each visitor or customer they bring by marketing efforts
that they create on behalf of the company. So introducing ones offer
by trusted company can grab the attention of prospects which might
not have otherwise reached.

SEARCH ENGINE OPTIMIZATION: the visibility of a

website/webpage is affected by this. The earlier and more frequently a
website appears in the search result list the more visitors itll receive
from its search engine users. It could be video or academic or local
search.
PAY PER CLICK: One of the ways of using clicks to ones website
than earning those clicks organically. One of the best ways for
companys ads as I am economical and have higher engagement for
products and services.

Research Methodology

The first step is to formulate a research design. This means

planning a strategy of conducting research. It is a detailed plan of how

the goals of research will be achieved. Research design is exploratory,

descriptive and/or experimental in nature. It is helping the investigator

in providing answers to various kinds of social/economic questions.

After collecting and analysis of the data, the researcher has to

accomplish the task of drawing inferences. Only through

interpretation researcher can expose relations and processes that

underlie his findings and ultimately conclusions. Interpretation refers

to the task of drawing inferences from the collected facts after an

analytical study. It is a search for broader meaning and research

findings. It is the device through which factors that seem to explain

what has been observed by researcher in the course can be better

understood and provides theoretical conception which serve as a

guide for further researches. It is essential because it will lead towards

findings of the study and proper effective conclusions of the study.

In the present study, researcher has followed Descriptive

research. Descriptive research is usually a fact finding approach

generalizing a cross - sectional study of present situation. The major

goal of descriptive research is to describe events, phenomenon and

situations on the basis of observation and other sources.

Survey Method:

The survey method is the technique of gathering data by asking

questions from people who are thought to have the desired

information. Every effort should be made to state the objectives in

specific terms. The survey design can be defined as: gathering

information about a large number of people by interviewing a few of

them. The definition can be modified by stating that collecting

information with other data collection alternatives available to survey

researcher in addition to interviewing i.e. questionnaire, personal

observation etc. Surveys are conducted in case of descriptive research

studies with the help of questionnaire techniques in most appropriate

manner. Survey type of research studies usually have larger sample. It

is concerned with conditions or relationships that exists, opinion that

are held, processes that are going on effects that are evident or trends

that are developing. Thus in surveys variables that exist or have

already occurred are selected and observed. It is the example of field

research.

Data Collection:

Data collection means to a purposive gathering of information

relevant to the subject matter of the study from the units under

research. Primary data are empirical observations gathered by the

researcher or his associates for the first time for any research and used

by them in statistical analysis. There are several methods of collecting

primary data particularly in descriptive researches.

Telephone enquiries

Postal/mail questionnaire

Personal interviewing

Panel research
 Telephonic inquiries and mailing questionnaires are the bests

method for gathering quickly needed information at the cheapest way.

Questionnaire:

The questionnaire has a list of questions to be asked and spaces

in which the respondents record the answer. It is either printed or

typed in definite order on a form or set of forms. Each question is

worded exactly as it is to be asked; also the questions are listed in an

established sequence. Generally it is mailed to respondents who are

expected to reply in the space provided in itself or may be approached

personally to explain the purpose and meaning of questions in the

questionnaire, they are conducted by enumerators. Often

questionnaire is considered as heart of a survey operation hence

should be drafted carefully. Hence structured questionnaire ensures

easy quantifications. In present study, the required data was collected

through Sample survey using structured questionnaire. Since

Customer`s inclination towards Online marketing is the core focus

of the study, a structured & closed ended questionnaire was prepared

for customers only. The questionnaire incorporated questions related

to customers preference for online marketing and other traditional

mediums for getting awareness on various brands and making

purchase decision. Though questionnaire is an economic tool for data

collection, non-response or incomplete response is high in this case.

However, proper follow up was taken to overcome this barrier by

making sure that each questionnaire is completely filled.

Secondary data is the data collected by others in the past and

used by others. It may be either being published or unpublished data.

It includes the following:

1. Various publications of central, state and local governments.

2. Various publications of foreign governments or international

bodies.

3. Technical and trade journals

4. Books, magazines, and new paper.

5. Reports prepared by research scholars, university economists

etc.
 6. Reports publications of various associations connected with

business and industry, bank, university, economists etc.

Sources of unpublished data are mainly diaries, letters,

unpublished biographies; autobiographies etc. before using secondary

sources the researcher must ensure reliability sustainability and

adequacy of data. In present study, researcher has used published and

unpublished sources of secondary data. Secondary data was collected

to provide the dissertation with necessary theoretical back up.

Information related to IMC, online marketing & its implication etc.

was collected through various secondary sources such as research

journals, reference books, business magazines and content sharing

websites.

Sampling methods:

Sample selection is undertaken for practical impossibility to

survey entire population by applying rationality in selection of

samples we generalize the findings of our research. A complete

enumeration of all items of the population is known as census enquiry.

But practically considerations of time and cost almost invariably lead

to a selection of respondents called sampling techniques. A sample

design is a definite plan for obtaining a sample from a given

population.

Sampling process:

1. Define the population: the population is said to be completely

defined if at least the following terms are specified i.e. elements,

sampling units, extent, and time. In this research such terms may

be defined as follows:
a. Elements
b. Sampling units
c. Extent
d. Time

2. Identifying the sampling frame: a complete list of population units

is the sampling frame it should be so selected which consist of almost

all the sampling units. Popularly known sampling frames are census

reports, electoral register, list of account holders, etc.

3. Specifying sampling unit: it is the basis unit containing the

elements of target population.

4. Specify the sample method: it indicates how the sample units are

selected, whether probability or non-probability samples are to be

taken.

5. Determine the sample size: the decisions about the number of

elements to be chosen i.e. number of observations in each sample of

the target.

6. Parameters of interest: one must consider the questions of specific

population parameter which are of the interest.

7. Select the sample: final step in the selection of sample process

where a good deal of field work and office work is introduced in the
actual selection of sample elements: Descriptive type of study
generally used probability sampling design and requires structured or
well, thought out instruments for collection of data like questionnaire.

Proposed Analysis Strategy

Background:
Marketers are faced with new challenges and opportunities within the
digital age. They are trying to promote products and services into the
market by using electronic media. Nevertheless, many consumers are
not willing to adapt digital marketing as a main source for buying a
product or service.
Pricing Strategy: keeping the cost of the products and services at a
reasonable rates than the traditional marketing.
Promotion and Advertisement channels: online Advertisements,
Email Marketing, Social Media, Affiliate Marketing, Search Engine
Optimization (SEO), Pay Per Click(PPC).

SWOT Analysis for Digital Marketing:

Strengths:
The website we are using can be well optimized.

Social media will keep lot of consumers engaged in

buying the products or services.

We can opt in our email lists.

Employees can opt for it because of time Saving.

Low cost to carry out.

Weaknesses:
Lack of enough money.
Outdated; website thats not optimized or regularly maintained.
Lack of time to carry out strategies.
Lack of employees dedicated to digital marketing.
Lack of online collaterals like blog posts, social accounts, email
contacts, downloadable gated content, etc.
Takes time to get results.

Opportunities:
Relationships with social media influencers and engaged
followings.
 High engagement with campaigns.
Growing number of people interacting online instead of through
traditional channels.
Positive reviews from satisfied customers.

Threats
We are going to encounter high competition from competitors.
Users with ad blockers.
We have to invest lot of time in meeting the trends.
Reviews from customers can be negative.

Addressing the Issues:

Many Consumers are not willing the adapt Digital marketing as a
source for Buying because of not knowing the positive consequences
associated with it and lack of credibility in the quality that they are
going to get .However ,we can resolve this problem by creating
greater state of the art website, creating awareness of Digital
Marketing among public, and also optimizing it as often as they can.
It should also be reasonably lower costs than the competitors.

Projected Outcome:
By adopting the above method of deliberate optimization of website,
Awareness among public regarding how Digital market can help them
we can predominantly improve the scope of Digital Marketing in this
modern era. In addition to that, We can definitely increase our sales.