SYNOPSIS

TABLE OF CONTENT

S.NO CONTENTS
1. TITLE OF THE STUDY

2. INTRODUCTION

3. OBJECTIVES

4. RESEARCH METHODOLOGY

 SAMPLING DESIGN

 STATISTICAL TECHNIQUES

5. QUESTIONNAIRE

TITLE

A STUDY ON DIGITAL MARKETING

INTRODUCTION

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.
Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model.

Digital Marketing can be classified into Pull and Push marketing.

 Pull Pull digital marketing technologies involve the user having to seek out and
directly grab (or pull) the 5 content via web searches. Web site/blogs and streaming
media (audio and video) are good examples of this. In each of these examples, users
have a specific link (URL) to view the content.
 Push Push digital marketing technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS are examples of push
digital marketing. In each of these examples, the marketer has to send (push) the
messages to the users (subscribers) in order for the message to be received.

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 know how to pitch a client while meeting basically how to talk, what to talk, how
to make client engage in your conversation.

 To study the growth of Digital marketing.

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’.

As the research conducted was observatory there was no questionnaire and hence no sample
size or data interpretation was to be done.

Data Sources:

Primary Data: -

It is a firsthand data which is collected by you only. The different way of collecting primary
data is personal interview, questionnaire, survey etc. As my project is descriptive study there
is no primary data collected as such.

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.

SAMPLING DESIGN: -

The samples from the targeted population are collected through simple random
sampling probability technique.

The strength of the sample is 100 from the targeted population of Mohali city.the
sample I have collected through simple random sampling technique which represent the
whole population of the city.

STATISTICAL TECHNIQUES/TOOLS

The various statistical tools and techniques which assist in analyzing and
interpreting data are:

 SIMPLE AVERAGE METHOD

  PICHART

QUESTIONNAIRE

Respondent’s details
Name : ____________________________

Gender : Male Female

Occupation : Student Service

Self employed

Age : Between 18 to 25

Between 25 to 35

Between 35 to 45

Contact details : _________________________________(optional)

(Please tick √ in the box besides option/s matching your response)

1. I rely on just one medium to get knowledge about any brand.

Yes Somewhat No
 2. Which source do you refer the most to get awareness of various brands?

Television commercials

In-store promotion

Outdoor media

Online media

3. I do not require much information to take purchase decision.

Strongly agree Agree
No opinion Disagree
Strongly disagree

4. I do not prefer to spend much of my time in purchase of any commodity.

Strongly agree Agree
No opinion Disagree
Strongly disagree

5. Are you knowledgeable about the use of Internet?

Not knowledgeable about

Somewhat knowledgeable about

Knowledgeable about
Very well knowledgeable about

6. What is your frequency of being online?

Very Low Low Moderate

High Very high

7. Please indicate your purpose for using internet by ranking each purpose between the
scale of 1 to 5 (where, 1 is the most important and 5 is least important)
 a. Social networks
b. Media sharing sites
(Video, photo, music sharing & Gaming)
c. Blogs
d. Podcasts

e. Collaborative websites
f. Other content sharing websites
g. Online shopping

8. Companies should use online activities in their marketing efforts.

Strongly agree Agree
No opinion Disagree
Strongly disagree

9. How important following factors are to motivate you to like the brand on internet?
Most Important Least Not
important important important

 To receive discount

 To stay informed about

activities of company
 To get updates on
brands and its future extensions

 For fun, entertainments

 To get excess to the

exclusive content

 To interact (share ideas,

10. I don’t prefer the print ads or Television commercials much to get the brand awareness.
Strongly agree Agree
No opinion Disagree
Strongly disagree
11. What benefits does online marketing offer over the traditional
marketing? (Tick only one, which is more prominent according to you)
Wide range of information Low cost
Ease of shopping Interactive medium
Time saving

12. I prefer Online advertising as it is SAFEST to use.

Strongly agree Agree

No opinion Disagree
Strongly disagree

13. What loopholes does online marketing carry over traditional marketing
tools? (Tick only one, which is more prominent according to you)

More Susceptible Privacy Issue

More scope for fraudulent activities Often interrupting

Lack demonstration