INTRODUCTION

Change is occurring at an accelerating rate; today is not like yesterday, and tomorrow will be
different from today. Continuing today’s strategy is risky; so is turning to a new strategy.
Therefore, tomorrow’s successful companies will have to heed three certainties:

➤Global forces will continue to affect everyone’s business and personal life.

➤Technology will continue to advance and amaze us.

➤There will be a continuing push toward deregulation of the economic sector.

These three developments—globalization, technological advances, and deregulation—spell

endless opportunities. But what is marketing and what does it have to do with these issues?
Marketing deals with identifying and meeting human and social needs. One of the shortest
definitions of marketing is “meeting needs profitably.” Whether the marketer is Procter &
Gamble, which notices that people feel overweight and want tasty but less fatty food and
invents Olestra; or CarMax, which notes that people want more certainty when they buy a
used automobile and invents a new system for selling used cars; or IKEA, which notices that
people want good furniture at a substantially lower price and creates knock-down furniture—
all illustrate a drive to turn a private or social need into a profitable business opportunity
through marketing.

The term Marketing management, though popular today, has a history which dates
centuries back. The first trading system which was adopted by humanity was the barter
system – a thing for a thing. However, money was later on established and it became the
basic of all transactions.

As population grew and societies were formed, we entered in an industrial era. At this point,
factories were established which manufactured goods, and it was expected that consumers
will buy whatever was being manufactured. At such a point, there was no concept like
segmentation, differentiation etc. It was purely a need based market. The factory
manufactured what it could. And the consumer bought what he got.

Slowly but surely, things changed. More and more people saw that they could become
manufacturers and therefore earn more money out of it. This led to the industrial revolution.
Now when there was competition between factories, factories began to push customers into

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buying their product through personal selling. Many sales men were hired to propagate one
companies product over the others.

Finally, some manufacturers came up with the brilliant idea, that instead of pushing the
product to the customers, we could pull them to us. And this led to the birth of marketing
management. A singular concept which has spawned millions of ideas, and billions of jobs
over the last few decades. It is because of marketing management, that we buy what we buy
in this civilized world of ours.

The role of marketing management in today’s society

 Creating value

 Developing strategies and plans Understanding the market

 Building a brand

 Communications and promotions

 Building customer relations

 Becoming a sustainability factor

Certain successful examples of marketing management are as follows :

WWF

WWF took its Earth Hour initiative – a voluntary worldwide event where participants turn
off their lights for an hour to show how easy it can be to battle climate change – and brought
it to Norway’s mobile audience.

Scandinavian countries like Norway experience extreme daylight hours in different seasons,
making the country a prime candidate for WWF’s Blackout campaign. Using digital agency
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Mobiento, the nonprofit placed the Blackout Banner across Norway’s top media sites to
promote Earth Hour. With one tap of the banner, the screen went black. Finger swiping the
black screen slowly revealed the Earth Hour countdown. The banner attracted
roughly 1,000,000 impressions and the campaign received three MMA Global Mobile
Marketing Awards back in 2012.

Nike

Nike has been able to evolve its global presence through the careful selection of international
sponsorships such as its previous long-standing relationship with Manchester United.

Although sponsorship spending can be fairly unpredictable – demand costs tend to surge due
to triggers like championships and tournaments – these partnerships have certainly helped
the brand capture the attention of a global audience.

Nike’s NikeID co-creation platform serves as another strategy that the company is using to
appeal to international markets.

Coca-Cola

Coca-Cola is a great example of a brand using international marketing efforts. Though a

large corporation, Coca-Cola focuses on small community programs and invests a lot of time
and money in small-scale charity efforts.

For example, in Egypt, Coca-Cola has built 650 clean water installations in the rural village
of Beni Suef and sponsors Ramadan meals for children across the Middle East. In India, the
brand sponsors the Support My School initiative to improve facilities at local schools. Not to
mention, the brand sticks with selling an emotion that can’t get lost in translation: happiness.

Digital Marketing

Digital marketing’s development since the 1990s and 2000s has changed the way brands and
businesses utilize technology for marketing. As digital platforms are increasingly
incorporated into marketing plans and everyday life,] and as people use digital devices
instead of visiting physical shops, digital marketing campaigns are becoming more
prevalent and efficient.
Digital marketing techniques such as search engine optimization (SEO), search engine
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marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing[6] and e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising, e–books,
and optical disks and games are becoming more common in our advancing technology. In
fact, digital marketing now extends to non-Internet channels that provide digital media, such
as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.
There are a number of ways brands can use digital marketing to benefit their marketing
efforts. The use of digital marketing in the digital era not only allows for brands to market
their products and services but also allows for online customer support through 24/7 services
to make customer feel supported and valued. The use of social media interaction allows
brands to receive both positive and negative feedback from their customers as well as
determining what media platforms work well for them and has become an increased
advantage for brands and businesses. It is now common for consumers to post feedback
online through social media sources, blogs and websites feedback on their experience with a
product or brand.It has become increasingly popular for businesses to utilise and encourage
these conversations through their social media channels to have direct contact with the
customers and manage the feedback they receive appropriately.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on
customers, since they are not sent directly from the company and are therefore not planned.
Customers are more likely to trust other customers’ experiences. It is increasingly
advantageous for companies to utilise social media platforms to connect with their customers
and create these dialogues and discussions. The potential reach of social media is indicated
by the fact that in 2015, each month the Facebook app had more than 126 million average
unique users and YouTube had over 97 million average unique users

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 OBJECTIVE OF THE STUDY

● To study the role of digital marketing .

 To study the different criteria of digital marketing services.
 To analyze the approach which help them to get more business.
● To study the effect of digital marketing on growth of the business.
● To study the different media available for digital marketing.
 To study the growth of Digital marketing.

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 SCOPE OF THE STUDY

This study aims at studying business development process. It is a continuous process

followed by six steps . this study helped me to analyse the different tools available for online
marketing, the advantages of digital marketing, the scope of digital marketing in the growth
of a company and also about the sensitivity of businesses towards usage of digital marketing.
The major scope of this study is the understanding and understand the level of gratification
of the digital marketing tools by the business organisations.

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 RESEARCH METHODOLOGY

The descriptive research design is used for analyzing and studying the process of Business
Development. It is very simple & more specific than explanatory study.

The descriptive study is a fact finding investigation with adequate interpretation. The
descriptive study aims at identifying the various characteristics of a problem under study. It
reveals potential relationships between variables and also setting the stage for further
investigation later. The results of such research are not usually useful for decision making by
them, but they can provide significant insight into a given situation. Although the results of
qualitative research can give some indication as to the ‘why’, ’how’ and ‘when’ something
occurs, it cannot tell us ‘how often’ or ’how many’.

The research conducted was descriptive as well observatory which included both primary
and secondary data.

Data Sources:

Primary Data: -

It is a firsthand data which is collected by a personnel. The different way of collecting

primary data is personal interview, questionnaire, survey etc.

Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers
& records. Secondary data for the study were collected from the magazines, websites &
other previous studies.

To meet the objectives, the study used qualitative research. The descriptive study was done
through review of existing literature that helped in validation and extraction of the important
variables and factors. Data was collected from primary sources in the form of questionnaire
as well as secondary sources. Secondary sources were magazines, websites, books, office
executives, and company data.

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 LIMITATIONS

Technical Aspects of problem:

● Availability of suitable respondents.

● Knowledge of the respondents about digital marketing tools.
● The knowledge of the respondents abut their company’s marketing strategies.

Managerial Aspect of the problem:

● To design the questionnaire in an efficient way..

● Obtaining suitable respondents.

Other limitations
 Time constraint.
 Research limited to particular areas.

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 INDUSTRY AND COMPANY PROFILE
INDUSTRY PROFILE

DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly important for small- and medium-size
businesses and start-ups), accurate targeting and excellent reporting.

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DIGITAL MARKETING CHANNELS

1. SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may
target different kinds of search, including image search, local search, video search, academic
search,[1] news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing
its content, HTML and associated coding to both increase its relevance to specific keywords
and to remove barriers to the indexing activities of search engines. Promoting a site to
increase the number of back links, or inbound links, social book marking, directory
submission is the another SEO tactic.

2. SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which
adjusts or rewriteswebsite content to achieve a higher ranking in search engine results pages,
or use pay per click listings.
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3. SMM (Social Media Marketing)

Social media marketing is the process of gaining website traffic or attention through social
media sites.
Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.

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Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market.
Each participating customer becomes part of the marketing department, as other customers
read their comments or reviews. The engagement process is then fundamental to successful
social media marketing.
Facebook Marketing
Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform -- and
you should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand on Facebook.
Face book marketing requires a good intellects and unique thinking to make the campaign
effective.
So what we have today!!!!

In face book marketing in fact in visual /web marketing your content speaks a loud that is
why make sure your content should be relevant to your audience and business.
Thumb rules:
● Emphasize on visualization. Rich visuals make the best content and the best
timelines. ‘Highlight’ posts to give them the full width of the Face book container.
To make it more attractive
● ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
● Ensure FB apps have relevant info, your audience is looking for
● Analyze what works, and what doesn’t work:Facebook Insight. Edge Rank.Social
bakers

Twitter marketing (A game of 140 characters)

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Twitter’s flexible, real-time platform allows you to get creative and drive results at the same
time. Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience

So what we have today!!!

The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.

2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username of
whomever you want to mention in your Tweet, and it will appear in the Mentions section (in
the Connect tab). All @username mentions are clickable and link back to the mentioned
individual’s profile.

3REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is
public, and will show up in your home timeline and the timeline of the person to whom you
are responding. The reply will also be visible in the home timelines of people who follow
both you and the person to whom you sent
the reply. Meaning, someone not in the conversation has to follow both of the people
replying to be able to read both sides of the conversation.
4.RETWEET
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You can pass along someone’s Tweet by retweetingit. Just hit the retweet button to send the
original message to all of your followers.

5 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box
and it will automatically be shortened to 19 characters. This makes it easier to fit long URLs
into the 140 character limit.

6. FAVOURITE
You can favouritethe tweet for future reference. This is just like an archiving something
that’s really interesting to you.

7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and reciver
should be following each other

Thumb rules:
● Remember, you just have 140 characters to play around. Compose your message
within 120 characters or less and leave atleast20 characters so that others can re-
tweet (RT).
● Utilization of # hashtagsTweets with hash tags get twice the engagement of those
Create a list of #Hashtags relevant to your brand Build a campaign around those
#Hashtags and invite followers to re-tweet.
● Posts with images have double the engagement of those without even though users
can’t see them until they click on them. It creates an interest among the audience.
Linked in Marketing
LinkedIn is the world's largest social network for professionals. With over 161 million
registered users in more than 200 countries, more than two million companies have created
LinkedIn Company Pages to vie for their attention. If you are in B2B business this platform
is very useful for you to connect with companies directors and marketing person.

Pinterest
It is a visual discovery social network. It is a way of sharing images of anything,from
fashion to pets to pot plants. You can crete your own online pinboards to suits any theme and
share ot with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hitwise.
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How brands can use pinterest
Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scences,
preliminary sketches for products etc.

Instagram
Instgram, the new revolutionary photo-sharing program, making it easier that ever to share
your best pictures with the world. The social media program allow you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social
networking sites. You can connect your Instgram account with Facebook, Twitter, Tumblr,
Flickr, Foursquare and your email account. This makes it easy to share your pictures on
multiple platforms all at once.

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Google +
Google has described Google+ as a "social layer" that enhances many of its online
properties, and that it is not simply a social networking website, but also an authorship tool
that associates web-content directly with its owner/author. It is the second-largest social
networking site in the world after Facebook. 540 million monthly active users are part of the
Identity service site, by interacting socially with Google+'s enhanced properties, like Gmail,
+1 button, and YouTubecomments..In October 2013, Google counted 540 million active
users who used at least one Google+ service, of which 300 million users are active in "the
stream".

Youtube
YouTube is a video Social Networking site, and the 2nd most popular search site on the
Internet after Google, who owns YouTube. YouTube video watching is a significant activity
on the Internet, with over 1 billion visits to YourTube daily and over 100 million videos
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watched daily. And it's easy for anyone who sees your video to rate it and share it with his
Social Network.

2. ODA (Online Display Ads)

Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.

3. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process
include-
▪ Undertake the comprehensive research and analysis the online content.
▪ Track your users’ actions and opinions about brand.
▪ Reduce your risk of featuring amongst the negative user sentiments.
▪ Enhance your web presence and create positive perceptions.

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 4. MMT (Mobile Marketing)
Mobile marketing is marketing on or with a mobile device, such as a smart phone Mobile
marketing can provide customers with time and location sensitive, personalized information
that promotes goods, services and ideas.

5. EMT (Email Marketing)

It usually involves using email to send ads, request business, or solicit sales or donations,
and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to
either sold lists or current customer database

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BUSINESS DEVELOPMENT PROCESS FLOWCHART

It is a standard Business Development process followed by the company and ask me to

follow, it is basic process followed by every startup company in order to approach a clients
initially. Sometimes they may send teaser E-mailer of a similar domain to the clients before
approaching them.

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 COMPANY PROFILE

STORY:

ShootOrder | Digital Marketing Agency, a division of Ivent It Solutions Pvt. Ltd., is a

privately held digital marketing company in hyderabad, India. From conception we made
sure that we set our foot into the massive universe of internet ventures which we knew the
best and since then we have been making strides towards creative innovative and strategic
benchmarks across the realm of digital marketing, with an adept talent pool and hunger for
perfection we have been delivering the best results, bringing new market trends and have
bought in more business for all clients.
FORMULA OF SUCCESS:
”We love our work, yes that's the simplest way to describe why we have been thriving in our
business, and serving our global clientele without a glitch or sense of dissatisfaction in our
services.”
We take our work seriously, client relationship is our biggest strength, we have made it a
rule in our constitution, that we deliver what we promise on, at the stipulated time frame and
never refrain from any additional request or suggestions from our clients.and that is not all
we believe in creating the best work environment to facilitate teamwork and exchange of
ideas, we believe in the work culture where ideas and inputs from all our employees is put
into debate and only the best is delivered.
Professionalism, Client relationship and Timely delivery of promised services. Quality first
is our forefront idea, we multiple quality checks before rolling out products and services.
Self improvement& learning gives us that edge over others. Long term relationships is what
we have and will have will always have with our clients. Constructive self criticism makes
us tough and prepares us to take on anything. Mutual Respect and understanding the
criticality of your business needs is what we do the best.
Ever since 2012 when we initiated our business, we have a few policies with we adhere to
● Service with a smile
● Only the best or nothing
● Keep moving forward
● You and me forever
● Good things come hard
● Give it…get it.

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WORK FLOW

Our workflow system is highly flexible and maintains industrial standards, this facilitates
easy and cost-effective solution deliver within stipulated time duration. From requirement
analysis to development phase, everything is strategically executed. Therefore, our clients
face no challenges working with us and have a marvelous experience collaborating with us.

PROCESS STEPS

● First Contact
Placement of order, order varies depending on the requirement which is supported by
Business Development Team
● Request Analyzation
Depending upon the project, project manager communicates to the point of contact to
understand in depth about the IT infrastructure (or) and other related functionalities
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 of the client's organization.
● Quality & Assurance
We crosscheck and proofread all documents and statics internally before sending
information to our clients or putting content out on the web.
● Requisites sheet
After processing the order, a project manager is assigned who will ask for pre-
requisites which again depends on the requirement and carries out the necessary
research work with our team.
● Execution
Execution of project on decided timelines is an commitment which we closely abide
with
● Reports & Deliverables
Report are generated frequently for the work carried on and shared with the client
will full disc
Our Philosophy
Do only what you love, we specialize in our domain and we strictly follow our
defined path and aim at delivering the best, so if we fit your description contact us if
not, please do contact us even then and we will be more than happy to point you in
the right direction. We believe in Innovation and creating something that will stand
out in the crowd. Employees are our biggest strength, the very heartbeat of our
organization is in our employees as they are our biggest assets. Create a healthy work
environment where everyone is heard and their ideas are welcome.
Lead by listing, Always welcome feedback and criticism.

Our Clients
Client relationship is our biggest strength, we have made it a rule in our constitution, that we
deliver what we promise on, at the stipulated time frame and never refrain from any
additional request or suggestions from our clients. Here under are some of our best assets:

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 THEORETICAL FRAMEWORK:

PROCESS 1 – MARKET ANALYSIS AMD MARKET RESEARCH

Market research is any organized effort to gather information about target markets or
customers. It is a very important component of business strategy.

The first step of business development process is to know your target audience well before
approaching them. The main objective behind the market analysis and research of target
audience is to know their online presence and how active they are on web. Market research
also helps to estimate the online marketing opportunities of different sectors over the
periods. The intense research is required while studying the online habits of different sectors
keeping competitors in mind.

The proper market research make your task easier while talking to clients as you know about
them well in advance, which help you to answer their question. And can better explain the
clients how they can use web as a medium of approaching the customers in a short span of
time.

Market Research includes research about the different sectors.. It includes study of digital
habits of the target sector, their online presence, their online need, etc.

After market research comes the database creation.

PROCESS 2 – DATABASE CREATION OF CLIENTS

the second step is database creation; once the market is analyzed the database of sector is
created for a company treasure for future.

Database creation includes recording the details of the clients like company details, their
online presence, concerned person from marketing department and their contact details.

DATABASE CREATION
Sectors S.N
o
Healthcare 1
Fashion/beauty 2
Ecommerce and retail 3
IT and technology 4
Entertainment 5
Education 6

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Real estate 7
Events 8

PROCESS 3 – COLD CALLING

Cold calling is the sales process of approaching prospective customers or clients—typically

via telephone, by email or through making a connection on a social network—who were not
expecting such an interaction. The word "cold" is used because the person receiving the call
is not expecting a call or has not specifically asked to be contacted by a sales person. A cold
call is usually the start of a sales process generally known as telemarketing.

The next step is cold calling. It includes contacting the concerned person, explaining him/her
in brief about the organization, conveying that person how digital marketing is helpful for
their organization to achieve online presence, traffic, leads and branding.

My company guide shared a call script with me and also explained me how to talk, what to
talk, the way we should talk to concern person. He also explains how to get a concern person
number (director or marketing person) from the office people.

The main objective of cold calling is to fix the maximum meetings with a concern person so
that further points can be discussed in detail with them.

Cold calling is a first interaction with a concern person and everyone knows first impression
is a last impression. He taught me the way how first impression is made.

PROCESS 4 – FIXING MEETINGS

The next step is fixing meeting, it stage little critical for a startup, convincing the clients and
ask them to meet you is biggest challenge, But that’s a feel of work. Talking to different
people of different traits was a good experience and successfully fixes the 8 meetings out of
which 3 was attended by meand 1 was converted.

Actual meeting gave you the reality check where you are when your clients know
everything, shoots the too many questions and ask you how you are better than other. At that
time you understand the difference between the dorm rooms to the boardroom.

PROCESS 5 – PROPOSAL MAKING

The fifth step is proposal making once meeting is done with a concern person where the
various aspects has been discussed already, and the client requirement can known
accordingly the proposal is made for them enlisting all his requirement related to digital
marketing. Proposal includes following details:
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 a) Services needed by the client. These services include SEO, SEM, SMM, ODA,
ORM, etc
b) Proper segmentation and targeting according to sector. Eg. If an MBA Education
Institute wants digital marketing services for branding, promotion and lead
generation, then our target market would be, students who have completed their
graduation and professionals with 2-3 years of experience who can opt for Executive
MBA.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.

PROCESS 6 – PROJECT CLOSURE

The final stage is project closure; if all the stage works that means you are close to crack the
deal. Once the deal is cracked the further decision are taken like, preparing the strategies for
the same as per the clients requirement or the digital marketing channels choose by him/her.
Company make an roadmap or a weekly /monthly plans of the each channel separately and
get the approval from the client to execute the plan and once it approved the plan actually
come into an action.

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 DATA ANALYSIS AND INTERPRETATION :
Q.1 What category best describes the goods/services that your organisation markets?

Service Number percentage

Consumer packed goods 6 11.2%

Consumer durables 2 3.2%

Consumer sevices 10 17.0%

B2B supply goods 1 2.6%

B2B durable goods 1 1.7%

B2B services 22 37.8%

Others 15 26.5%

Base:57

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Q2. Approximately what amount of your marketing budget is currently being spent online?
Amount Observations percentage

None 6 10%

Less than ¼ 27 48%

¼- ½ 12 22%

½-3/4 7 12%

More than 3/4 5 8%

Base =
57

8% 10% None
12% Less than
1/4
1/4 - 1/2
22%
48% 1/2 - 3/4

More than
3/4

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Q3. Which of the following online marketing advertising formats do you use?

Advertising formats Observation percentage

Mobile 16 29%

Audio 10 18%

Video 25 44%

online display advertising 25 47%

blogs/social networking 36 63%

online classifieds 8 15%

Email campaigns 38 67%

Games 3 6%

online PR 22 38%

search engine marketing 22 39%

search engine optimization 33 59%

website sponsorship 10 17%

virtual marketing 10 17%

Others 2 4%

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 0% 20% 40% 60%

Mobile 29%

Audio (e.g. podcasts) 18%

Video 44%

Online display… 47%

Blogs / social… 63%

Online classifieds 15%

Email campaigns 67%

Games 6%

Online PR 38%

Search engine… 39%

Search engine… 59%

Website sponsorship 17%

Viral marketing 17%

Other 4%

NOTE: SAMPLE SIZE IS 57.HOWEVER, CERTAIN OBSERVANTS VOTED FOR

MORE THAN ONE TYPE OF ADVERTISING FORMATS.

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Q4 your top reasons for using online marketing: rate each of the following in terms of
importance
Customer engagement

Option Observation Percentage

Very important 42 74%
Important 13 23%
Not important 2 3%

Value for money

Option Observation percentage
Very important 36 63%
Important 18 32%
Not important 3 5%

More measureable than other forms

Option Observation Percentage

Very important 30 53%
Important 21 36%
Not important 6 11%

Capturing customer information

Option Observation percentage

Very important 23 40%
Important 27 47%
Not important 7 13%

Creating a more international presence

Option Observation percentage

Very important 16 28%
Important 16 28%
Not important 25 44%

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Selling directly online

Option Observation percentage

Very important 14 24%
Important 15 26%
Not important 28 50%

Other marketing goals (eg-signup for e-mail updates

Option Observation percentage

Very important 17 30%
Important 29 50%
Not important 11 20%

Targeted/segmented

Option Observation percentage

Very important 29 52%
Important 21 36%
Not important 7 12%

To optimize your research

Option Observation percentage

Very important 32 57%
Important 21 37%
Not important 4 6%

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 0%
100%

10%
20%
30%
40%
50%
60%
70%
80%
90%
Customer engagement

3%
23%
74%
Value for money

5%
32%
63%
More measurable than
other forms

11%
36%
53%

Capturing customer
information

13%
47%
40%

Creating a more
international presence
44%
28%
28%

39
Selling directly online
50%
26%
24%

Other marketing goals

(e.g. sign-up for email
20%
50%
30%

updates)

Targeted / segmented
12%
36%
52%

To optimise your reach

7%
57%

Not 37%
Very

important
important
Important
Q5. Do you currently get a more accountable return on investment ( ROI) from your online
marketing and media activity than your more traditional marketing tools?
options number percentage
Yes 33 59%
No 10 18%
Don’t know 14 24%

40
Q6.Which of the following social media sites is your company using for
marketing/communications purposes?

site Observation percentage

Facebook 40 70%
linkedIn 35 61%
Twitter 35 61%
Youtube 25 44%
Don’t use any 6 10%
other 3 6%

NOTE: SAMPLE SIZE WAS 57.HOWEVER,CERTAIN OBSERVANTS VOTED FOR

MORE THAN ONE TYPE OF SOCIAL MEDIA SITES FOR MARKETING
AND COMMUNICATION PURPOSE

41
Q7.What do you use social media sites for?
reason observation Percentage
Building relationship 49 86%
with audiences
Listening and monitoring 38 67%
Commenting on topic of 28 49%
relevance
gathering information 23 41%
about customers
Building brand awareness 47 82%
Others 3 5%

NOTE: SAMPLE SIZE WAS 57.HOWEVER,CERTAIN OBSERVANTS VOTED FOR

MORE THAN ONE TYPE OF SOCIAL MEDIA SITES AS THE REASON
BEHIND USING THEM.

42
Q8. How long have you been using social media in a business context?

Time period Observation Percentage

Less than six months 5 8%
Six months to one year 10 18%
1-2 years 21 37%
2-4 years 15 27%
4 years or more 6 10%

43
Q9. Please rate the following statements on social media
Social media allows me to understand my audience better
Option Observation Percentage

Neutral 43 75%

Disagree 2 3%

agree 12 22%

Through social media i have made valuable connections

Option Observation Percentage
Neutral 43 75%
Disagree 2 3%
agree 12 22%

The use of social media as a communications tool has resulted in cost saving for my
business
Option Observation Percentage
Neutral 31 54%
Disagree 7 13%
agree 19 33%

44
Q10.Social media can have its downsides.Please rate the following statements based on your
experience of social media.

The adoption of social media has increased my workload

Option Observation percentage

Neutral 40 70%
Disagree 4 7%
agree 13 23%

I feel it hard to keep upto date with development in social media

Option Observation percentage

Neutral 35 61%
Disagree 11 19%
agree 11 20%

While using social media I fear making mistakes I cannot correct.

Option Observation percentage

Neutral 22 39%
Disagree 18 31%
agree 17 30%

I’m concerned about my company’s reputation being damaged on social media sites

Option Observation percentage

Neutral 32 56%
Disagree 13 22%
agree 12 22%

45
46
 FINDINGS AND SUGGESTIONS
FINDINGS
 Digital marketing is the emerging trend of marketing techniques
 It is an efficient way of reaching the audience in the present digital era
 Search engine ,marketing, search engine optimization and social media
marketing are the most commonly preferred forms of digital marketing
 At least 1/4th percent of marketing budget is spent online
 The survey revealed that 63% of the respondents preferred blogs/social
networking platform to advertise
 74% of the respondents considered digital marketing as an important tool for
customer engagement
 63% of them considered online marketing as value for money
 53% of them considered it as an efficient tool to optimize research.
 53% of them considered digital marketing as more measurable form
 59% of them considered online marketing has resulted in more return on
investment than the traditional marketing.
 70% of the respondents use facebook as social media marketing instrument
followed by linkedIn and twitter at 61%.
 86% of the respondents have stated that they use social meda inorder to build
relationship with the audience and 82% of them use for brand awareness.
 Majority of the respondents have voted neutral for the downsides of online
marketing as any process involves risk when it comes to business.

SUGGESTIONS;
 Digital marketing is an efficient tool for marketing,brand awareness, to
maintain customer relationships. However it requires careful handling.
 It requires training and knowledge of addwords, analytics, drip marketing
etc.
 The usage of digital marketing is dependent on the target audience of the
company and hence must be planned as per the business requirements.
 Digital marketing is an essential tool for customer engagement indicating
that majority of the customers show an interest on online promotions.
 B2B services are the most preferred type of business whose growth can be
improved by making use of online marketing.

47
 CONCLUSION

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly important for small- and medium-size
businesses and start-ups), accurate targeting and excellent reporting.

Digital marketing is the new era in marketing which helps the company grows to a wider
extent in the present 21st century or the era of digitalization.

48
 ANNEXURE

Bibliography

● www.shootorder.com
● http://shodhganga.inflibnet.ac.in/bitstream/10603/1994/11/11_chapter%203.pdf
● https://www.theseus.fi/bitstream/handle/.../Narkiniemi_Johanna.pdf?...1
● www.kln.ac.lk/fcms/ICBI2011/ICBI%20CD/.../Papers/ICT%20201.pdf
● http://offers.hubspot.com/facebook-for-business
● http://idagram.wordpress.com/2012/12/18/introduction-to-instagram/

49
 QUESTIONNAIRE

Q.1 What category best describes the goods/services that your organisation markets?

a) Consumer packed goods(eg-food,drinks,clothing,cleaning products)

b) Consumer durables(eg-cars,household appliances)

c) B2B supply goods(eg-office supplies, raw materials,components)

d) B2B durable goods(office equipments’machinery,PCs)

e) B2B services(eg-advertising, consultancy , media services)

f) others

Q2. Approximately what amount of your marketing budget is currently being spent online?

a) None

b) Less than ¼

c) ¼-1/2

d) ½-3/4

e) More than 3/4

Q3. Which of the following online marketing adverising formats do you use?

a) Mobile

b) Video

c) Blogs/social networking

d) E-mail campaigns

e) Online

f) Search engine

g) Virtual marketing

h) others

Q4 your top reasons for using online marketing. Rate each of the following in terms of

50
 importance.
a)very important b)important c) not important
 Customer engagement-
 Value for money-
 More measurable than other forms-
 Capturing customer information-
 Creating a more international presence-
 Selling directly online-
 Other marketing goals-
 Target/segmented-
 To optimize your search-
Q5. Do you currently get a more accountable return on investment ( ROI) from your online
marketing and media activity than your more traditional marketing tools?
a) Yes
b) No
c) Don’t know
Q6.Which of the following social media sites is your company using for
marketing/communications purposes?
a) Facebook
b) linkedIn
c) twitter
d) you tube
e) don’t use social media
f) other
Q7.What do you use social media sites for?
a) Building relationship with others
b) Listening and monitoring
c) Commenting on topics of relevance
d) Gathering information about customers
e) Building brand awareness
f) others
Q8. How long have you been using social media in a business context?
a) Less than six months
b) Six mnths- 1 year
c) 1-2 years
d) 2-4 years
e) More than 4 years

Q9. Please rate the following statements on social media

51
 a) Agree b) disagree c) neutral
 Social media allows me to understand my audiences better
 Through social media I have made valuable connections-
 The use of social media as a communication tool has resulted in cost saving for
my company-
Q10.Social media can have its downsides.Please rate the following statements based on your
experience of social media.
a) Agree b) disagree c) neutral
 The adoption of social media has increased my workload-
 I find it hard to keep up to date with developments in social media-
 While using social media I fear making mistakes I cannot correct-
 I am afraid of my company’s reputation being damaged on social media sites-

52