SUMMER INTERNSHIP REPORT

ON
IMPACT OF DIGITAL MARKETING ON EDUCATION

MIM-ESSAY
Submitted in partial fulfilment of the requirement of
POST GRADUATE DIPLOMA IN MANAGEMENT
by
Rishabh Ronald Catchick
2017-2019
Under the supervision of
MS. MANALI GHOSH
(Asst. Professor)

IILM Academy of Higher Learning, Lucknow

1, Viraj Khand, Gomti Nagar, Lucknow- 226010
Sip Certificate
Feedback form
 Acknowledgement
I Rishabh Ronald Catchick would like to express my special thanks of gratitude to my mentor
Ms. Manali Ghosh (Asst. professor) as well as our Director ma’am Dr. Naela Rushi (IILM
academy of higher learning) who gave me the golden opportunity to do this wonderful project on
the topic (Importance of digital marketing and its impact on education sector), which also helped
me in doing a lot of Research and I came to know about so many new things I am really thankful
to them.
Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

Rishabh Ronald Catchick

PGDM (2017-2019)
 Content table

Topic Pages
Introduction 1 to 45
Company profile 46
Research methodology 47 to 55
Data interpretation and analysis 56 to 68
Findings 69
Recommendations 70
Conclusion 71 to 72
Limitation 73
Bibliography 74
Sip questionnaire 75
 INTRODUCTION
Importance and impact of digital marketing on education

What is Digital Marketing?

Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and their websites to
connect with current and prospective customers.

Digital marketing is defined by spend much of their time: online. From the website itself to a business's
online branding assets -- digital advertising, email the use of numerous digital tactics and channels to
connect with customers where they marketing, online brochures, and beyond -- there's a spectrum of
tactics that fall under the umbrella of "digital marketing."

The use of the Internet and other digital media and technology to support ‘modern marketing’ has given
rise to a bewildering range of labels and jargon created by both academics and professionals. It has been
called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms
have varied through time.

definition of digital marketing to explain that, in practice, digital marketing includes managing different
forms of online company presence and presences such as company websites, mobile apps, and social
media company pages. This is in conjunction with online communications techniques including the likes
of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership
arrangements with other websites.

These techniques are used to support the objectives of acquiring new customers and providing services to
existing customers that help develop the customer relationship through E-CRM and marketing
automation. However, for digital marketing to be successful, there is still a necessity for integration of
these techniques with traditional media such as print, TV and direct mail as part of multichannel
marketing communications.

If we look at these other definitions of digital marketing such as this definition of digital marketing from
SAS: What is Digital Marketing and Why does it matter? or this alternative definition of digital marketing
from Wikipedia we can see that often there is a focus on promoting of products and services using digital
media rather than a more holistic definition covering customer experiences, relationship development and
stressing the importance of multichannel integration. So for us, the scope of the term should include
activities across the customer lifecycle:

• Digital media and communications channels

• Digital and mobile experiences such as web design and mobile apps.

• Prospect and customer relationship management through marketing automation

• Digital strategy and integrating multichannel communications and experiences

• Digital technologies and platforms to manage all digital marketing activities

The role of digital platforms in supporting integrated multichannel marketing is an important component
part of digital marketing, yet is often overlooked. In many ways, this highlights how important it is to
break down silos between ‘digital’ and ‘traditional’ marketing departments. Online channels can also be
managed to support the whole buying process from pre-sale to sale to post-sale and further development
of customer relationships.

One of the major reasons why digital marketing is taking over the traditional marketing channels is
because the internet has enabled businesses to interact with targeted audiences in real time.
Customers have grown accustomed to engaging and interacting with one’s brand or business.

Another equally important reason is its affordability. Digital marketing is infinitely more affordable when
compared to traditional marketing channels.

An email or social media campaign can send your message to a wider audience for a fraction of the cost
of a TV advertisement for example.

Plus creating that memorable brand logo can be achieved using an online logo creator with all the fonts,
lots of different logo designs that are fully customisable without the huge price tag.
Even if your business is already thriving, you may be missing out on an untold number of leads, partners,
clients and dollars if you are not properly utilizing some simple digital marketing techniques. And yes, it
can actually be made quite simple if you are willing to learn.

Some industries have put digital marketing to good use while others are just slowly starting to.
 Agricultural industry, the real estate industry and the construction businesses are such examples. Farmers
and realtors are not taking advantage of some simple marketing steps that could put them ahead of the
competition in this respect.

Initial Questions
The first step to any successful marketing plan is to come up with some realistic goals and a strategy to
achieve those goals.

Be specific about what your goals are with each area of your digital marketing plan including your
website, email marketing, social media and the combined efforts of all elements.

Having a clear set of expectations will not only help you see how your marketing tactics are working, this
will also be the benchmark by which you can set future goals.

• Who is my target audience?

Before you can begin, you need to identify the certain key demographics with whom you specialize and
on whom your efforts will focus.
Farmers, for instance, should pinpoint which heathy products are trending in their vicinity and spread the
word about their products; realtors should determine whether their clients want to see luxury condos for
sale in Atlanta or will they be looking for starter homes in Seattle.

• What metrics will determine success?

You will need to identify and track key metrics that indicate levels of success in different areas. This may
mean increases in website traffic, higher quantities of sales leads, better quality sales leads, higher
conversion rates or any number of relevant factors.

• How often should your efforts produce results?

Many entrepreneurs harm themselves by making premature adjustments and unnecessary changes to their
marketing efforts. To avoid these counterproductive mistakes, you must be able to make realistic
expectations and proper calculations based on the key metrics you determine. You must allow your
efforts the adequate amount of time; otherwise you will essentially be chasing your own tail.
• What is your expected return on investment (ROI)?
For the reasons stated above, you will have to avoid pulling out of your investments if they are not
showing huge gains immediately. Set realistic goals about what you hope to achieve and how much you
expect to earn in terms of ROI.

The Importance of Your Website

In the minds of many Americans– especially younger generations– one’s website is an exact
representation of oneself, and this is the case even more so with business sites.

Before you can smile at, speak to or shake hands with a potential client, he or she will have already
studied your business and likely made some decisions about it based on its site.

If you have not already, you will also want to start a business blog on your site.

Blogging not only makes your site more relevant and popular in the eyes of your target audience, it is also
crucial for SEO purposes.
Your articles should be informative, entertaining and specific to the needs of homebuyers in your area.

You will also want to include additional content that will appeal to your target audience such as real
estate reports, guides, infographics and other resources that are helpful when searching for a new home.

Email and Social Media

Email is free, instant and provides a direct link between you and your clients. Unfortunately, the idea of
email marketing is a turnoff for many people, but it does not have to be this way. Your emails should be
entertaining and informative, and they should contain more than blatant requests to use your services.

Additionally, every business in the modern era should take advantage of social media marketing. Social
media allows you to directly communicate with current clients, potential clients and industry colleagues
while promoting your own brand and values.
Derek Pursley is an influencer marketing pro with brownboxbranding.com who is passionate about
building authentic relationships and helping businesses connect with their ideal online audience.
He keeps his finger on the pulse of the ever-evolving digital marketing world by writing on the latest
marketing advancements and focuses on developing customized blogger outreach plans based on industry
and competition.
According to a survey, nearly 50% of businesses don't have a clearly defined digital strategy. Often, we
create this perfect plan but then the person or team in charge doesn't follow it on a day-to-day basis, and
so the goal is hard to reach.

It is crucial to define and monitor the right KPIs for your business and work hard toward achieving them.
Measuring them in real time helps make any adjustments to avoid failure, especially when these KPIs are
not even close to being reached. Having a dashboard that provides you these metrics can help adjust in a
timely matter.

Relying on Offline

Creating a digital marketing strategy is no different than creating any other marketing strategy. The
challenge here is in knowing how to convince top management that you need one. It's easy for those of us
who have been around this digital environment for a long time to realize this is something indispensable.
We believe in it and have been a witness to its success. However, not everyone has this mentality, and our
lack of empathy for these people and our sense of obviousness doesn't help us sell very well.

You would think the digital revolution would change the state of mind of owners, CEOs, managers, etc.
Unfortunately, people still rely on offline and traditional efforts and think this will always work. It's hard
to make people who have relied on that approach for a while to reallocate budget for digital, especially if
they don't know why.

Why Start Now?

From a commercial standpoint, the question CEOs or managers often ask is: Does this deliver results
immediately? Or does this become something significant to provide ROI? We need to be able to
communicate in this language in order for us to sell a digital marketing plan to top management.

We should be talking about media attribution models, customer lifetime value models and multichannel
funnels. What C-level executives want to see are metrics revolving around revenue like:

• Customer Acquisition Cost (CAC), also known as Cost Per Acquisition (CPA):

This metric provides visibility into the dollars you are spending to acquire a new customer and ultimately
leads you to obtain the total ROI.
• Marketing and sales percentage of CAC:

The CAC is normally calculated with the total sales and marketing expenses. It is important to monitor
the percentage allocated to each. This way, we can improve and reduce costs to reduce the final CAC.

• Ratio of Customer Lifetime Value (CLV) to CAC (LTV: CAC):

With your CAC and CLV metrics, you will obtain the ultimate ROI lens for your business. It will help
you make sure you are signing on good customers that will be with you for the long term to drive
sustainable revenue and growth.

The fact that marketing has shifted to a results-driven approach is hard to digest for some traditional
marketers. They will now be accountable for every dollar they spend. We should be embracing it as we
become a more relevant piece of the puzzle by actually measuring what we do.

Why is digital marketing important?

For so many reasons! Benefits that come from implementing an effective, strategic digital marketing plan
include:

• An increase in brand visibility

• Provides platforms for you to interact with your target audience
• Increased product and service loyalty
• Builds credibility
• Creates new customers

Technological advancements have opened the gateway to a plethora of new communication vehicles, and
internet platforms provide companies with the opportunity to reach a whole new audience. No matter the
size of your organization, there’s simply no excuse for not utilizing digital marketing tools to improve
your company’s position in the marketplace.

Quick digital marketing tips

Keep these tips in mind when you’re planning your posts:

• Maintain a strong online presence! Social media platforms such as Facebook, Instagram, Twitter,
and Snapchat should be branded uniformly and used strategically to build awareness of your
business
 • Studies show that 80% of online shopping searches lead to ACTUAL sales! So make sure your
website is mobile-friendly
• Generate positive reviews and shout outs on social media
• Make sure everything posted on your site can be shared through various media platforms.

Here are seven reasons why everyone should adopt a digital marketing
strategy:

1. You obtain direction and focus. You need a clear strategy to achieve goals. You need to measure
if you are going in the right direction and if you're able to execute them in a timely matter.

2. You gain a powerful online value proposition. This will help to differentiate yourself to
encourage interaction with your existing and potential customers. In this populated digital world we live
in, it has become difficult to win a click over. Differentiating your brand helps you boost this click-
through rate, not only for new visitors to be aware that you exist and that you are worth it but especially
for your returning visitors. If you have already won them over, differentiating your brand with a powerful
value proposition will be key to keeping them interested.

3. You get to know your customers better. Measure qualitative and quantitative data. Numbers are
not enough — you should be able to obtain sentiment to address your customer's pain points and get to
know them better. It is important to track your customers' behaviour with the right marketing
technologies. This way, you can deliver insights and make decisions quickly.

4. You avoid silos. An integrated digital marketing strategy ensures a vision that's aligned with every
department. Clarity pro videos focus. With your digital marketing plan in place, you can build the
governance needed to pilot new technology, share data across the organization and manage capabilities
and processes.

5. You can plan your budget better. Having enough resources is not enough. You should be able to
plan in advance what your digital program needs in order to succeed. What are the skills needed to deliver
results? Your employees may not be using their time as effectively as they should.

6. You are constantly optimizing. Measured by KPIs, a digital strategy will give you direction to
constantly optimize and create a continuous environment for improvement. It is important to continually
track and manage the efforts you have in place.
7. You obtain ROI. Being able to measure every marketing action ensures a cost-effective strategy.
This way, you can create the capabilities to support digital marketing operations.

Digital marketing is no longer adding the online factor to your marketing mix -- it's about putting the
correct plan in place to transform your business.

Most entrepreneurs in their early days ignore marketing as it looks like an out-of-budget spend and is
considered as a liability.

However, if done in the right way, digital marketing can be a huge boon for your start-up and will give
you consumer insights to grow and accelerate your business. Here’s a list of five things to do to market
your start-up.

Be Mobile-ready

In the digital landscape, it is of utmost importance that you are mobile-ready. Not only do you need to
design a website in a mobile-friendly format, but also ensure that you need to think of a strategy that
helps you reach out to your customers on their handheld devices. Studies suggest that mobile search has
surpassed desktop search and it would be a logical move to ensure that mobile is an integral part of the
overall marketing strategy. Put new processes and systems in place to interact with consumers more
effectively on their mobile devices.

Content is King

Content without doubt is king — a statement that all of us have heard and which can make a brand win or
lose. The right content gets the consumer to engage and relate to the brand. Content is the pillar in which
all your communication efforts stand. For an entrepreneur, it is imperative to ensure that the right efforts
are made in the direction of content as it will help you witness a spike in web traffic and generate leads.

SEO is a Long-term Investment

SEO is not a short-term project, do not engage in it once your website is ready and then forget about it.
Google, on a regular basis, announces updates and your website needs to be compliant based on those
updates. Consumers use the internet to get information on almost everything. To make sure your business
catches their eye when the need arises is of utmost importance. Hence look at SEO with a long-term
objective.

There is More to Digital than Social Media

Digital marketing is not just about social media. There is a lot more to it. It is important that start-ups
quickly adapt to these changes before turning into fossils. The world of digital comprises content
marketing, bookmarking, videos, SEM, geo targeting and a lot more. As a start up you must only invest
in tools and platforms that make business sense. As Scott David Cook says, “A brand is no longer what
we tell consumers, it is what consumers tell each other.”

Digital Marketing When Done Right Can Create a Big Impact in a Long-
term
A thumb rule that every entrepreneur must remember is that there are no short-term gratifications. And
that you need to constantly optimize your content it is both an art and science. Ensure that you have
proper Call to Action attached with your content and do not expect results overnight.

Google will still reign supreme compared to other search engines.

Google has always been at the top of search marketing and they are still going to retain their position.
According to an eMarketer report, Google owned 75.8% of the search market in 2016 and it’s said to
reach 80% in 2018.
Most interestingly, in 2018, Google will embrace machine learning even more as it works tirelessly to
move from advertising based on keywords to advertising based on user intent.

Even though Google is doing a great job already in detecting informational search and commercial
search, more is better.

In the recent Google Marketing Next event for 2017, Machine Learning was mentioned by virtually every
speaker at the event.

And here is how it’s helping now and will improve in 2018:

In-market Audiences: Google introduced the in-Marketing audiences based on machine learning that has
been on the display network for quite a while.
With in-Marketing audiences, Google leverages your prospects search query data and activity analysis to
determine prospects who are moving closer to the end of the buying cycle and shows them relevant search
ads results to enable them take action quickly.
In 2018, you’re going to see more of this.

What about mobile paid search?

Studies have shown that 7 out of 10 smartphone owners who make an in-store purchase, take a prior
action on their phone before the purchase, it could be a call or checking up on the address, checking
reviews, and so on.
They took action. More so, people who click on an advertiser’s Google search ad before visiting the store
are over 25% more likely to buy something while they are there.

So, with that been said and also considering the fact that the number of mobile users are dangerously
increasing everyday, it goes without saying that 2018 is going to be a great year for mobile paid search
advertising — while even more advertisers are planning to spend more on Google Adwords. According to
a recent study by Hanapin, Advertisers say they plan to increase budgets in Google AdWords by 75%.
The future of Digital Marketing in Display advertising

Display advertising is of the finest form of advertising and its ad spend has been on the increase
consistently.
Late March 2017, eMarketer put forward some staggering statistics about display advertising in the US
(it’s actually their first ever). Here are a few statistics from the research.
This year alone display ad spending is expected to reach $37.20 billion and in 2018, it’s expected to reach
$41.87 billion.
eMarketer also highlighted a detailed breakdown of spending in native digital display advertising and also
mentioned some key factors that’ll impact the deployment of native programmatic solutions among media
buyers and sellers through 2018.
Besides, mobile display ad revenue takes the lead in display advertising as Facebook makes up 39.1% of
spend which equals to $16.3 billion, and up from $12.4 billion in 2016.

Next year, the company will generate about $20.2 billion from display advertising, primarily from
mobile. And by 2019, Facebook’s display advertising revenues will hit $23.89 billion of spend, equal to
43.7% of spend.

As Google dominates search, Facebook takes over display and “Google’s dominance in search, especially
mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to
look up everything from the details of a product to directions,” Monica Peart, Forecasting Analyst,
eMarketer, said in a statement.”
More so, Facebook’s increase in display ad revenue can also be attributed to the fact that people spend a
lot of time on Facebook which continues to attract advertisers interest in great numbers.
“Facebook users are increasingly captivated by videos on the platform — not just on Facebook but on
Instagram as well. Video, both live and recorded, is a key driver of growing user engagement and
advertiser enthusiasm,” added Peart.
No wonder video display ads are expected to be the second leading highest ad spend platform in 2018 and
in 2019.

While Facebook soars with $23.89 ad spend revenue, Google ad spend revenue is predicted to rise by
$5.24 billion, however, its share of the display ads revenue will drop by 12.5% according to eMarketer.

So, in general, programmatic display ads now accounts for over 80% of US display spending and by 2019
it’ll reach 85%.
And this is mostly from mobile devices. While Google and Microsoft are becoming AI-first companies,
AI needs to work on mobile devices. And mobile marketing is still taking the lead as people spend crazy
amount of time with their mobile phones.
So it makes sense that you map out a well thought-out marketing strategy that targets mobile users as you
plan to use display ads in the coming year. Even if you run a brick and mortar business your website must
be mobile-friendly.

Here are a few mobile marketing techniques you can act on now in preparation for 2018:
1. Create a Messenger Chat Bot to capture and nurture leads from social media: Since your customers are
mostly on social media — most likely on Facebook and 90% of Facebook active users access Facebook
through their mobile devices, it makes sense that you engage with them there.
2. If you plan to run display ads in 2018, you should consider leveraging the Facebook Custom Audience
option: the Facebook’s Custom Audience feature will allow you to use your existing customer’s data to
retarget similar Facebook users.
And that will allow you to show relevant display ads to your target prospects on Facebook.

3. Create your business app: Having your own mobile app has a lot of benefits. Most importantly it can be
a source for great insights to help you learn more about your audience based on their activity on your app.
These insights can help you plan your display ads. Especially when you opt to use the Facebook custom
audience ad targeting option.

Well, don’t put your eggs all in one basket. Also set out strategic plans to show your ads in other devices.
As an average US household owns 5.7 Internet-connected devices, and consumers aged 18 – 64 use three
or more devices every day.
More so, there are series of ways you can optimize your Google display ads to get great results such as:
i). Optimizing Ad Group and Keyword performance: Since all keywords are treated as broad match when
using display ads, make sure you delete duplicate keywords. As they would be read as the same
keywords.
ii). Ad Performance: In display advertising with Google adwords unlike search. You get more ad types
like images. Often times, image ads perform better and they definitely have an impact on brand awareness
and also encourage conversions.
iii). Placement Performance: It’s amazing and at the same time crazy to know where your display ads
shows up.
It’s important that you watch your automatic ad placements regularly and exclude poor performing
websites and web pages that are irrelevant to your business.
 Source: SEJ
iv). Hour of Day and Day of Week Performance: In your AdWords campaign, you should watch the hour
of day and day of the week with low performance and try to exclude them. Hour of the day can be found
in the Dimensions section in AdWords.

Having this in place, you get yourself prepared to rock Display advertising in the coming year. 2018 looks
promising for Display advertisers. What do you think?

Display ads is so much of a big deal especially with Programmatic display advertising — “Programmatic
ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social
media advertising, mobile and video campaigns, and is expanding to traditional TV advertising
marketplaces.” — Marketing Land
Programmatic advertising is the new kid in the block in Display advertising. As a form of marketing
automation, it streamlines the ad buying process with data-driven, automated technology.
KEO Marketing saw a 508% more conversions using programmatic advertising than pay per click (PPC)
advertising alone.
In a recent report by Dun & Bradstreet, it’s been predicted that almost 70% of B2B marketers plan to
increase spending on programmatic advertising in 2017.”
And that will continue to increase in the coming year. As programmatic display advertising continues to
be an effective display advertising strategy.

The future of Digital Marketing in Social media

In 2017, there’s been a lot of hype around social media marketing.

How is 2018 going to look like?

The coming year promises to surpass the hype of social media marketing in 2017.
Why? A lot of new technologies, innovations, powerful social media features and concepts are being
rolled out.

However, here are some social media marketing strategies that will change the face of social media
marketing in 2018:

i). Influencer marketing: Influencer marketing has seen a great light in 2017. The hype has been so much.
It has become a lot easier and cheaper for companies and brands to easily find their way to use internet
celebrities (influencers) — people with high social media following to market their services and products.
And it’s not going to stop soon.

It’s going to continue in the coming years and it sure will get better.

The truth is that people are losing faith in the endorsement by famous people in the real world. People
trust regular people who interact and engage with them on social media. And they are more likely to buy
products that they endorse.
In a recent study by Collective Bias, only 3% of US consumers said they prefer to buy products endorsed
by famous celebrities. However, 30% admitted that they will happily buy products endorsed by non-
celebrities.
Another study also shows that influencer marketing is the fastest customer acquisition strategy. In a space
where it cost 7x more to acquire new customers than it’s to retain them, influencer marketing is going to
see more light in 2018.
So more than ever, influencers are going to be integrated in the customer’s journey.
More brands will build more relationships with influencers at different levels — mega-Influencers,
macro-Influencers, and even micro-Influencers.
Besides, over 90 percent of marketers who employ an influencer marketing strategy believe it’s
successful
ii). Expect great investment in platforms loved by Gen Zers like Snapchat and Instagram: A
recent research by Goldman Sachs concluded that Generation Z is more valuable to most organisations
than millennials.
The Oldest Gen Zers are about 22 years old. And of course, they’re beginning to enter the labour market
and will have increased buying power for some time.

More brands will begin to take this into consideration. And will shift their social media strategies to fit in.
So, platforms that are loved by Gen Z will likely receive more attention in 2018.

iii). Increasing popularity of Instagram Stories: The number of people using Instagram stories is
constantly on the rise. More than 200 million people are using Instagram stories each month.
That’s about 50 million of those using Snapchat. Surprisingly, Instagram Stories is just a year old. At this
rate, almost half of Instagram users will be using Instagram Stories by the End of 2018.
If you’re looking to connect with Instagram users, you should consider mastering Instagram stories.
iv). Video will continue to grow: Facebook experience has become more interesting since the addition of
Facebook livestreaming and video sharing. It’s no news that video content is usually popular and
encourages huge engagement.
Currently launched their own video sharing feature — it gained a wider acceptance by LinkedIn users.

As the innovation in video algorithms keep improving, video will keep growing more valuable for
generating engagement and growing your audience.
v). Social Media for Publishing: Social media platforms are increasingly becoming more robust — all, in
a bid to add value to their users to hook them up with their system. They are launching the content
publishing platform and encouraging users to create content on their platform.
However, there is benefit for everyone as it can be a great platform to grow your audience amass clients
and drive traffic to your website.

It’s expected that in the coming year, Facebook and other platforms will launch publishing platforms also.
The future of Digital Marketing in SEO

Recently people don’t do SEO. SEO is what you get when you get every other thing right — Create high-
quality content, get people to link to your article, they love your article, the link back to you. They will
also share your content.
And SEO will most likely continue to be harder to do as Google releases new updates on their algorithms.

So, what is our Atlanta SEO Company expecting in the future from Google and other search engines?
In 2018, we’ll more likely see Google running searches with machine learning. Emphasis will not be on
keywords. Google will be more obsessed with user intent and user experience (UX).

The focus will be on user intent and as the machine learns patterns and understands content, search results
will be more accurate and of course, the activities of black hat SEOs will be managed.
That also means that Google’s recent update — Rank Brain will gain more emphasis. Why? Because it’s
the algorithm that powers the Google’s machine learning technology for search.
So how do you prepare yourself for the age of machines? The age when this machine will get perfect and
understand content, user behaviours and patterns are still a bit far.

However, what you can do now is to continue creating high-quality and engaging content. And stay away
from black-hat SEO.
So when that time comes, you’ll still be in business no matter what. Again, if there is anything you want
to do for your business, it should be to invest in content marketing. Create more relevant content for your
target audience.
A recent study, shows that 72% of marketers confessed that relevant content creation is the most effective
tactic when creating an SEO strategy, which beat other popular tactics like keyword research, frequent
blogging, and mobile search optimization.
User experience will take the lead: Truth is, if your content is not engaging your users, you’ll be losing
out a great deal on traffic and worst of all, you’ll be losing on conversion.
That means if you your landing pages has a high bounce rate, you should improve it on your content —
make it enjoyable and engaging. If your web page’s speed is slow then fix it — use the Google’s Page
Speed tool to analyse your site, find out errors and improve on them.
Another critical yet neglected ranking signal that Google cares about and would be taken seriously is
integrating SSL certificate into your website.
Graphical summary definition of the scope of digital marketing

To answer the question 'What is digital marketing?', we have put together this new visual definition
summarizing all the activities that form digital marketing that needs to be managed across the Smart
Insights RACE Planning framework. It's used in the new, 6th edition of Dave's Digital Marketing book.
We explain best practices for all of these in our Digital Marketing E-learning course. The infographic is
divided into activities to develop and manage digital strategy at the top to the marketing activities at the
bottom.
Digital marketing for education sector in India
The education sector has become more competitive and sophisticated than ever before. This is due to the
increase in the number of digital marketing agencies. In today’s era of competition, institutions need to
adapt to effective digital marketing strategies to go through new changes. Nowadays, the invention of the
internet has totally changed the way people consume products, especially the ones related to education.
Although we haven’t reached the point where digital marketing has obscured traditional marketing
entirely, the Indian context offers a promising premise – especially if we take the example of the
education industry.
But why is digital marketing becoming an important part of the education industry?
Digital marketing for education is becoming a promising platform due to the increase of web and digital
media in the education sector. This sector has transformed entirely, and this is partly due to the
widespread access that people have due to the internet. Therefore, educational industries should keep this
in mind and work on their digital presence to reach a large number of students & parents with ease. This
is one of the many reasons why digital marketing is considered to be the best option when it comes to
reaching out to both students and parents.

Here are some reasons why you should consider the utilization of
digital marketing for your institution-

1. Cost-effective
Digital marketing is very cost-effective; it is the best medium to attract a broader audience at little to no
cost. With the help of an educational marketing agency, the institution can get excellent results with
smaller investments and can also avail services like search engine optimization, social media marketing,
mobile marketing and email marketing. It implies that educational institutes can focus on a more
significant audience at a low cost, and achieve greater benefits.

2. Enhance Brand Awareness

Digital marketing is the best way to generate brand awareness through social media platforms like
Facebook, Twitter, Instagram, LinkedIn, etc., as they comprise a greater section of the audience. This can
help enhance followers and improve the conversion rate as well.
3. Facilitates performance tracking
You can track campaign performance with the help of relevant digital marketing tools, which can help
extensively when it comes to measuring and tracking the overall effectiveness of your marketing
campaign. This marketing strategy can also be changed if the statistics of the institution are on a low.
Digital marketing in the education sector helps to redirect the focus of the strategy, so that can help
optimise the marketing mix.

4. High Conversion Rate

Online educational marketing platforms receive a high conversion rate. Messaging platforms like SMS
and e-mails are some of the forms of digital marketing that receive a high response rate due to the fact
that they are personal and educational institutes can easily reach their targeted audience in an effective
way.

5. Digital Presence
Forming a great digital presence is imperative for any institution, and the education sector is no exception
to this fact. With the majority of people finding their information online, it’s highly recommended to
establish a strong digital presence to make sure that students and parents can discover you on these
channels and consider your institution while making their choice.

6. Promote through paid channels

Search and display ads are one of the most effective ways to market an educational institution. Lead
generation can yield more results through ad campaigns, as it directs a large section of the online
audience towards your site. This is the most appropriate way to drive traffic to the website. Usage of
relevant and best keywords will also help in increasing the total number of impressions.

7. Manage online reputation

Nowadays, managing your online reputation is a must. This can be done by promoting quality blogs,
capturing videos, garnering testimonials from achievers and great inspirational personalities, gaining and
implementing alumni feedback, and promoting positive campus news to gain the attention of the
audience. This generates interest in the minds of the audience, which leads to a quality online reputation.
Thus, for an educational institution to be successful in today’s era, it’s a must to utilize and implement a
comprehensive and well-thought-out digital marketing strategy. This digital marketing strategy should be
ideated and implemented properly so that the educational institution can enjoy all the benefits, such as
high levels of student enrolment, improved cost-effectiveness, garnering a strong reputation, and also
attaining a higher conversion rate and a higher rate of return when it comes to your investment.
The time has come for every institution to trigger a long-term digital plan with a carefully thought out
objective so that it can amplify its brand identity and presence. One of the most effective ways to do so is
by enlisting the services of an online education marketing agency to help facilitate this transformation
into a new era of digital marketing.

Rising Phase of Digital Marketing in Education Sector

How often do you come across a situation when you see a brand using old-school marketing tactics? We
guess that it’s not so frequent as it used to be. Ever since digital platforms have taken centre stage, offline
marketing/traditional marketing has taken a backseat. Digital marketing not only helps a brand to promote
themselves to the right audience but also strengthens the authority of the brand and improves their
business procedures.
There’s a widespread belief that the education sector doesn’t depend on marketing, but – as odd as it may
sound – it’s simply not true. With online education practices making a noticeable impact in the industry,
there has been a lot of changes when it comes to how students consume information. If we compare
today’s scenario with how the education industry was ten years ago, we can confidently say that it’s a
complete revolution.
The way in which information is consumed and people interact with each other has completely
transformed with the advent of the digital landscape. This has directly influenced how universities and
colleges reach out to their TG.
Digital marketing is the best possible solution for educational institutes to mark their presence and attract
students towards them.

Here are a few reasons why and how digital marketing can
help educational institutes to market themselves better:

1. Reach your audience where they are comfortable

The Internet has changed the paradigms of how we look at things. Anything we want and need is now
available online. This is especially true for the younger generation, who are completely hooked to the
online world and spend most of their time using social media platforms. Therefore, marketing at the
platforms where your audience will surely be present will pay off.
2. Digital marketing is more educational and informative and less of sales

Unlike traditional methods, digital marketing isn’t supposed to look like a sales pitch to parents and
students. Today, when people have an attention span which lasts less than 7 seconds, it is impossible to
keep them engaged with a typical sales pitch or long articles. It has to be engaging and informative to
keep the audience hooked on your content.

3. Endless opportunities to engage a wider audience

With digital marketing tips and tricks at hand, an institute can reach out to a greater audience than it can
connect with traditional strategies. Colleges can reach out to students at remote locations, and in places
that they can’t reach physically. This will help them get more inquiries from a more significant
geographic landscape.

4. Trackable results
Often, educational institutes end up spending a fortune on their marketing activities to attract students
towards them and are never actually able to measure the return on their investments. With digital
marketing, institutes can decide the metrics of their marketing spends and measure the ROI of the same.
Once they know what’s working and what’s not, institutes can focus on the strategies that are truly
generating dividends to amplify their results exponentially.

5. Marking authority

Using digital platforms, educational institutes can establish themselves as an authority in the domain and
increase their awareness amongst their audience. When a brand establishes an authority over a specific
domain, they don’t have to shout and declare this achievement to the world to convey a message.
Whatever they say is read and considered by many. Similarly, when an institute identifies its TG and
establishes their authority, they don’t have to go out and pitch themselves to people. The perfect way to
do this is to use the inbound digital marketing tactics. For example: Over an extended period, Indian
School of Business has established themselves as the premier school for business management, and didn’t
have to pitch themselves anymore to students since, at this point, students were mostly coming to them.
6. Mapping customer journey is a master trick of digital marketing

The process of generating leads and converting these leads into a successful business is complex, and
mapping the customer journey helps simplify this process. The same model works for educational
institutes, where mapping the journey of getting an inquiry from a person seeking admission to convert
him/her to a student is essential. If an institute can map this journey, then they can correctly identify and
understand the disconnect between the two points, and work to improve this particular aspect.
While we have mentioned quite a few ways on how digital marketing can help an educational institute to
market themselves better, here are a few case studies about how these institutes opted for digital platforms
and increased their admissions with a sizeable number.
Digital marketing in India: facts and figures, challenges,
and education
India has emerged as the fastest growing major economy in the world per the Central Statistics
Organization and the International Monetary Fund. Today 34.8 percent of India’s population is using the
Internet, and this figure is about to reach 55 percent or more by 2025. At the same time, the average age
of an Internet user today is 24 years old or younger, which makes it obvious that only a minority of the
working people in India use the
Internet for business on a daily
basis. This fact leads us to a logical
conclusion: The Golden age of
digital marketing in India is yet to
come, although some very
promising changes are occurring
there. In 2016, about 19 percent of
the average Indian marketers’
budget was allocated to online
marketing activities. However, a
quarter of these marketer’s plan to
increase their investment in digital
marketing activities by more than
21 percent in 2017.
Digital Marketing Education Institutions

Since the digital marketing industry is evolving, more and more people are interested in getting a quality
education in this field. We asked our experts to share the names of the courses and institutions that have
proven to train successful digital marketers.

Digital marketing is a field that transitions every second. It is difficult for one to master such a fast-
evolving subject by way of academic courses alone. So, the best way would be to read the top blogs and
publications on SEO, PPC and CRO. However, when you are starting your career, you sometimes need a
certification in addition to knowledge. If we’re talking about online certifications, I would suggest
the HubSpot Free Inbound Marketing Certification — it will give you an understanding of the basic ideas
and fundamentals. Then you can move onto Google Analytics and AdWords certifications too. Offline
options include Ahmedabad University with its course on social media and communications. There are
few institutions that teach marketing first, rather than digital marketing, but getting a marketing
background is absolutely necessary when you want to start a career in digital marketing, so don’t neglect
these options.

DIIM (Digital Institute of Internet Marketing) which offers digital marketing, SEO and social media
courses in Ahmedabad. I am also pretty impressed by Digital Vidya, a training company that helps
companies incorporate online marketing into their strategy and is the official partner of Google and
Microsoft. As for certifications, I recommend checking out Udemy, which is now part of LinkedIn
Academy — they have nice courses on digital marketing too.
Types of digital marketing

1. Social Media Marketing

The Social Ms has a strong focus on social media marketing. So that is where we are going to start our list
of types of digital marketing. Social Media certainly has a rightfully earned place in this list.

That means all sharing of information and engagement with followers, fans, partners or competitors on
social media platforms with the goal of promoting your products is part of digital marketing. In essence,
social media marketing is the targeted use of social media conversations to increase the awareness for a
brand or product.

But be careful, to be successful with social media marketing you have to fully understand the one social
network you want to use for your marketing. Each social network has unique features, communication
best practices, and content they like. Some social networks will work great for your situation, product and
content – others won’t.
2. Content Marketing
Content marketing is the art of using storytelling and valuable information to increase brand awareness
with the goal of getting your target audience to take a profitable action. Content marketing aims at
building relationships with potential customers and becoming a partner rather than an advertiser.

Content Marketing strongly relies on content distribution. Content marketing can rarely be seen totally
separated from other types of digital marketing that can fill the content distribution part.

3. Search Engine Optimization (SEO)

SEO is the process of optimizing content or websites so that they show up in search results in search
engines like Google. Search engines decide which websites to show for a search term based on keywords
mentioned on the website and links that refer to this website. That means SEO has a lot to do with using
the right keywords or key phrases in the copy of a website or within the content you want to show in
search and getting links to this website or content.

There are multiple strategies for optimizing your website(s) for search engines – some of them are
accepted by Google and others are regarded rather shady and may result in Google penalizing your
website.

There. The most obvious is that social media and SEO are perfect distribution channels for content.
4. Search Engine Marketing (SEM)
While SEO describes the process of getting unpaid traffic from search engines – SEM refers to the paid
traffic from search engines. The most common form of search engine marketing is probably Google
AdWords for the simple reason that Google is by far the most used search engine.

In SEM the marketer usually pays the search engine a predefined amount of money for showing a
marketing message at various places within the search results for specified keywords or phrases.

SEM is a form of Pay-Per-Click advertising.

5. Pay-Per-Click Advertising (PPC)

Similar to SEM other forms of PPC advertising also describe marketing methods where the marketer pays
for each click on a link to a website. Apart from search engines, almost all social networks offer the
opportunity for Pay Per Click advertising. These ads then appear in the feed of the targeted social media
users.
Note that many of these activities cannot be clearly separated. The lines between the various types of
digital (online) marketing are often blurred

6. Affiliate Marketing
Affiliate marketing is a performance-based type of digital marketing. In contrast to PPC advertising with
affiliate marketing, the advertiser does not pay for traffic but rather for conversions. The rates are usually
higher but the risk on the side of the advertiser are limited since he only pays for conversions.

Affiliate marketing is popular with bloggers and high-traffic website owners who make money from
selling other people’s products to their audience.

7. Email Marketing
Email marketing is one of the best converting marketing channels. By sending regular updates to your
email subscribers you can build and nurture a relationship. By providing value with your email updates
you can build trust – eventually, you will be able to turn a percentage of your audience into customers.
Note that email marketing is far more than buying an email list and bombarding them with promotional
messages or a one-time advertising spot in someone else’s email newsletter.

The best results from email marketing will always be achieved with a list of subscribers you personally
earned and nurtured. Then your email list can easily turn into your best digital marketing asset.

9. Television advertising
It is not dead yet: The spot that breaks up your favourite television program. While we are more and more
getting used to finding ways to omit having to actually watch TV commercials there is still some
marketing success in TV advertising.

In fact, some spots like the ones created for Super Bowl make it to some notable marketing fame. Some
of the best Super Bowl spots even make it to social media fame and get a ton of shares that the advertisers
do not have to pay for – or rather which is probably calculated into the price of advertising space for
Super Bowl anyway.
What you need to keep in mind is that advertising via TV offers very limited targeting options.
Since there have been a couple of comments on this post why radio and television are included here, let
me explain. There has been a huge development in radio and television in recent years and there are such
things as digital radio and digital television. The options for marketing with digital ads a ton of options
that former non-digital radio and television did not provide. That is the reason why I think digital radio
and digital television have a rightful spot in this list of digital marketing types.

10. Mobile Phone Advertising

Of course, many of the above types of digital marketing can take place on your mobile phone. You are
probably using Facebook, Instagram, and Google on your mobile phone after all. But there are some other
types of marketing on your mobile phone that so far would not fit into any of the mentioned categories.

SMS advertising has been around for some time now. And with technology like Bluetooth still on the rise,
the marketing and advertising options for mobile especially in local marketing have by far not yet been
fully leveraged.
 Digital marketing trend in India (2007-2021) in billion dollars

Source: Statista.com

With everything turning to digital, it means companies are also jumping online to market their businesses.
And to survive the challenges of digital marketing, brands need to keep up with the latest trends.
Successfully reaching one’s target audience is no longer just putting out TV and print ads. These days,
social media is the new arena of digital marketers, as 3.3 billion people are active social media users.

Notably, according to January 2018 data (subscription required), 24% of the 5,700 global marketers who
were surveyed revealed that social media has been an important part of their marketing for the past five
years.
To keep up with the ever-changing scene, digital marketing experts need to stay in step with the evolving
tech trends. Social media marketing companies like ours work tirelessly to research consumers and what
makes them engage with brands. We try to find the best online solutions that will cater to our clients’ end-
users’ queries in the easiest and most cost-efficient way possible -- be it by developing new technology or
adapting to trends.

After much research, here are the leading digital marketing trends that are paving the way in 2018.

Chatbots have been around for some time now. The technology, which combines the use of text, voice
and messaging to converse directly with consumers, has been used longer than virtual reality. But this
year, it’s taking the spotlight.

According to a 2017 report by Grand View Research, the global chatbot market is estimated to see a
compound annual growth rate of 24.3% and is projected to reach $1.25 billion by 2025. In 2017, Live
Person conducted a survey of 5,000 consumers based in six countries and found that 67% of those
surveyed are using chatbots for customer support. Furthermore, 38% had positive feedback, and only 11%
registered negative reactions to the technology.

Messaging applications such as Facebook Messenger and WhatsApp also make use of messenger bots
that are customized to push out products and services. They do this not only by promoting the brands, but
also providing the potential user a personalized customer service experience.

The main reason why this technology is so successful is likely that it answers the consumers’ need for
information quickly and accurately. Chatbots can also collect data about their users, which feeds into
improving interaction with them.

Of course, much like any other technology, there are a few things to note before adopting it. Marketers
should consider where to use chatbots. For example, businesses with greater Facebook engagement may
want to incorporate a chatbot in their Facebook Messenger; those who have more website traffic may
benefit more from website chatbots.

Nonetheless, the tech not only provides a more efficient and responsive way to deal with customers; it is
also more cost-effective than hiring customer relations staff.

As more and more people are on the go, the use of voice search and voice commands is increasing. Voice
assistants are empowering mobile users to access information online and do certain tasks like never
before. In the U.S. alone, the use of voice assistants is expected to grow by 128.9% in 2018, compared to
2017. That’s a total of 35.6 million Americans using the service at least once a month.

While the growth is positive, it is a big challenge for businesses as well. Unlike the usual online searches
with pages upon pages of results, voice searches will only give the top, most related answer to a query.
Businesses want to be that one result that matches a user’s voice query.

What does this mean for digital marketers? It means optimizing content to suit the requirements of voice
searches. Publish content that solves or answers consumers’ queries. It’s also important to use natural
conversational language, as well as longer phrases or full sentences as keywords. This not only helps the
end-user but also makes the content voice-search-friendly.

Blockchain technology is already disrupting the way the world views finance and financial systems. Its
power is not limited to these sectors, however. In recent years, it has already expanded to digital
marketing.

Technology has allowed marketers to track where their ads are placed and ensure that real
consumers, rather than automated bots, are clicking on their ads. This makes customer engagement data
more reliable and makes sure brands’ marketing assets are not being put to waste.

Consumers can also benefit from the transparent nature of blockchain technology, as it gives them more
control over how their personal data should be used by advertisers. When consumer trust increases, the
likelihood of them sharing personal information also surges. This helps marketers and companies to know
them better.

There are a few game-changing services that can help marketers effectively track marketing efforts
through blockchain, making sure that every penny is being put where it’s supposed to go. While this
would mean additional expenses, the return on investment makes it worth the extra dollars by making
sure every ad reaches the target audience.

In today’s world, where social media is ubiquitous, people tend to gravitate toward experiences that are
authentic and real. And potential customers are more likely to believe a real person over an advertisement
about how good a certain product or brand is. This is where influencers come in.

While influencer marketing can be very effective, it may also be costly. To get the most out of a
business’s marketing budget, marketers should choose their influencers carefully and make sure the
ambassadors they use cater to and reach the right consumers. Using an effective hashtag that people can
easily remember and adopt will further help the campaign.

For digital marketers to become more effective, regularly assessing and evaluating strategies should be
commonplace. Taking note of the latest digital marketing technologies and trends will be the driving
force for success.

The digital advantages

A digital agency understands the value of investing in advanced technology, as well as in highly skilled
web developers, programmers, digital marketing professionals and SEO experts. With advanced skills and
technology at their fingertips, a digital agency can offer multiple digital solutions to their clients, along
with traditional creative design and branding services.

In 2014, we discussed the value of customization – which is commonly practiced among digital agencies,
stating that, “By establishing and maintaining a partnership with their clients, digital agencies find it
easier to customize a strategy built around trust and respect. Whether it is a web development project or a
marketing campaign, everything is specialized to fit specific demands. This is a far different business
approach from the traditional client/agency paradigm.”

The Digital disadvantages

• Limitations of internet access: Digital marketing totally depends on the internet. But, there are so
many remote places where the internet does not work. So, if you totally depend on digital marketing,
then you will miss a large number of customers. Even in the city area, the speed of internet is not
very good. This is a great limitation of digital marketing.
• Risk of hacking strategies: There is also a risk of hacking your promotional strategies by the
competent authority. This is one of the main drawbacks of digital marketing. The hackers can easily
track and copy your valuable promotional strategies and utilize for their own purpose.
• Digital marketing includes too much competition: Online business is growing day by day. So,
in the digital marketplace, there are so many ads, internet promotion. Among the so many
competitors, it is very difficult and expensive to get the interest of targeted viewers.
• Change of rules: Trading rules of the internet is changing day by day. So, it is very much
necessary to keep vigil to make sure the marketing strategy really works.
• Requires more initial investment: If you want to start the business in the digital marketplace, it
is necessary to invest a huge amount of money at the start of your business. It may not be possible for
so many small-scale businessmen.
• Advertisement for limited products: There is one practical drawback in the digital marketing
that it is only beneficial for consumer goods. Digital channels cannot market the pharmaceuticals and
industrial goods.
• Lack of trusts: When any company offers exclusive offers, in certain cases it may appear to be
scammers. This is a part declines the picture and faithfulness of quality and sincere companies.

Digital vs Traditional marketing

While we’re well aware that you could look up the official definition in any number of print or digital
reference publications, we thought you might like to hear what it means to us. To best explain what we
feel distinguishes (and elevates) a digital agency from other types of marketing and advertising firms,
we’ll highlight some of the key differences:

Traditional/Creative Agency

The term ‘creative agency’ may sound all-encompassing, but it typically refers to an agency offering
more traditional marketing and advertising methods. For a creative agency, the focus is on presenting the
business in the most aesthetically pleasing way, using a combination of creative advertising techniques
such as print, public relations, television and radio advertising, and direct mail campaigns to do so.

One of the most definitive aspects of creative agencies is that they tend to value the visual design of all
marketing and advertising collateral over the technical and functional aspects of a campaign. Their
expertise and passion often lies in creative design and public relations vs. newer and more technical
agency practices like SEO, Digital Marketing, Content Marketing, Social Media, Responsive Website
Design, etc.

Traditional/creative agencies also tend to cover a broad range of industries, with less of a tendency to
specialize in a specific niche or industry. For businesses looking to improve efficiencies and increase
sales within their target market, an agency that doesn’t have a specific focus may lack the experience and
passion to produce optimal results.
Technical/Digital Agency
To be clear, a ‘digital agency’ still cares very much about the quality of design and overall aesthetics of
every asset associated with a brand – whether it be print or digital. However, they also take special care to
ensure that each brand asset and/or application functions in a way that helps companies to reach their
goals. They have the tools and skills necessary to create ideas and assets and put them to work in the most
efficient ways.

A digital agency’s focus goes beyond just the aesthetics of design, but also considers the overall user
experience on every digital platform, and regardless of what type of device is being used. From web
development and UX/UI web design to SEO, social media and content marketing – and everything in
between – a digital agency works to deliver a functional design that not only looks great, but also drives
business growth.

Digital agencies also tend to specialize in a specific area of digital marketing/advertising, in a particular
niche market, a general business size or type, or an otherwise specified client base. By doing this, they
hire for a specific skillset, and obtain more experience in a focused area vs. trying to be everything to
everyone.

It’s nearly impossible for a modern marketing and/or advertising agency to completely ignore the digital
side of the industry, which means most successful agencies consider themselves to be both creative and
digital. However, it’s where the agency’s passion, focus, and experience lies that ultimately makes the
difference.

Digital statics

• According to McKinsey & Company, “61% of users are unlikely to return to a mobile site if they
had a problem accessing it.”

Lesson: Go Mobile.

• Hootsuite says that “28% of Americans with a social media account would rather engage with a
brand on social media than go to a physical location.”

Lesson: Get Social.

• Experian found that “Emails with personalized subject lines are 26% more likely to be opened.”

Lesson: Get Personal.

 • A recent Kampyle article indicated that “87% of customers say brands need to put more effort into
providing a consistent customer experience.”

Lesson: Customer Experience Matters.

Develop a digital marketing plan

Benefits of digital marketing

Digital marketing benefits businesses of all sizes by giving access to the mass market at an affordable
price. Unlike TV or print advertising, it allows truly personalised marketing.

The main advantage of digital marketing is that a targeted audience can be reached in a cost-
effective and measurable way. Other digital marketing advantages include increasing brand loyalty and
driving online sales.
The benefits of digital marketing include:

• Global reach - a website allows you to find new markets and trade globally for only a small investment.
• Lower cost - a properly planned and effectively targeted digital marketing campaign can reach the right
customers at a much lower cost than traditional marketing methods.
• Trackable, measurable results - measuring your online marketing with web analytics and other
online metric tools makes it easier to establish how effective your campaign has been. You can obtain
detailed information about how customers use your website or respond to your advertising. Web analytics
can be set up to show you exactly how much money you make from each digital tactic.
• Personalisation - if your customer database is linked to your website, then whenever someone visits the
site, you can greet them with targeted offers. The more they buy from you, the more you can refine your
customer profile and market effectively to them.
• Openness - by getting involved with social media and managing it carefully, you can build customer
loyalty and create a reputation for being easy to engage with.
• Social currency - digital marketing lets you create engaging campaigns using different types of rich
media content. On the internet these campaigns can gain social currency - being passed from user to user
and becoming viral.
• Improved conversion rates - if you have a website, then your customers are only ever a few clicks
away from completing a purchase. Unlike other media which require people to get up and make a phone
call, or go to a shop, digital marketing can be seamless and immediate.

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Research methodology

Research methodology is a term that basically the science of how research is done scientifically. It is a
way to systematically and logically solve a problem, help us understand the process not just the product
of research, and analyses methods in addition to the information obtained by them.

Research Methods are the tools and techniques for doing research. Research is a term used liberally for
any kind of investigation that is intended to uncover interesting or new facts. As with all activities, the
rigour with which this activity is carried out will be reflected in the quality of the results. This book
presents a basic review of the nature of research and the methods which are used to undertake a variety of
investigations relevant to a wide range of subjects, such as the natural sciences, social science, social
anthropology, psychology, politics, leisure studies and sport, hospitality, healthcare and nursing studies,
the environment, business, education and the humanities. Just about every university course includes an
element of research that students must carry out independently, in the form of projects, dissertations and
theses, and the more advanced the degree, the greater the research content. In the workplace there is
frequently a need to do research in order to develop or improve the business or service, while some types
of businesses rely on doing research projects for their very existence. Research methods are a range of
tools that are used for different types of enquiry, just as a variety of tools are used for doing different
practical jobs, for example, a pick for breaking up the ground or a rake for clearing leaves. In all cases, it
is necessary to know what the correct tools are for doing the job, and how to use them to best effect. This
book provides you with the basic information about the tools used in research, the situations in which
they are applied and indicates briefly how they are used by giving practical examples.

Research methods are the techniques you use to do research. They represent the tools of the trade, and
provide you with ways to collect, sort and analyse information so that you can come to some conclusions.
If you use the right sort of methods for your particular type of research, then you should be able to
convince other people that your conclusions have some validity, and that the new knowledge you have
created is soundly based. It would be really boring to learn about all these tools without being able to try
them out – like reading about how to use a plane, chisel, drill etc. and never using them to make
something out of a piece of wood. Therefore, courses in research methods are commonly linked to
assignments that require these methods to be applied – an actual research project that is described in a
dissertation or thesis, or a research report. In the workplace, it is often the other way around. When there
is a perception that more information and understanding is needed to advance the work or process of
work, then ways are sought how research can be carried out to meet this need.
There are several ways of obtaining answers to your professional questions. These methods range from
the fairly informal, based upon clinical impressions, to the strictly scientific, adhering to the conventional
expectations of scientific procedures. Research is one of the ways to find answers to your questions.
When you say that you are undertaking a research study to find out answers to a question, you are
implying that the process being applied: 1. is being undertaken within a framework of a set of
philosophies; 2. uses procedures, methods and techniques that have been tested for their validity and
reliability; 3. is designed to be unbiased and objective. Your philosophical orientation may stem from one
of the several paradigms and approaches in research – positivist, interpretive, phenomenology, action or
participatory, feminist, qualitative, quantitative – and the academic discipline in which you have been
trained. The concept of ‘validity’ can be applied to any aspect of the research process. It ensures that in a
research study correct procedure have been applied to find answers to a question. ‘Reliability’ refers to
the quality of a measurement procedure that provides repeatability and accuracy. ‘Unbiased and
objective’ means that you have taken each step in an unbiased manner and drawn each conclusion to the
best of your ability and without introducing your own vested interest. The author makes a distinction
between bias and subjectivity. Subjectivity is an integral part of your way of thinking that is ‘conditioned’
by your educational background, discipline, philosophy, experience and skills. For example, a
psychologist may look at a piece of information differently from the way in which an anthropologist or a
historian looks at it. Bias, on the other hand, is a deliberate attempt to either conceal or highlight
something. Adherence to the three criteria mentioned above enables the process to be called ‘research’.

However, the degree to which these criteria are expected to be fulfilled varies from discipline to discipline
and so the meaning of ‘research’ differs from one academic discipline to another. For example, the
expectations of the research process are markedly different between the physical and the social sciences.
In the physical sciences a research endeavour is expected to be strictly controlled at each step, whereas in
the social sciences rigid control cannot be enforced and sometimes is not even demanded. Within the
social sciences the level of control required also varies markedly from one discipline to another, as social
scientists differ over the need for the research process to meet the above expectations. Despite these
differences among disciplines, their broad approach to enquiry is similar. The research model, the basis of
this book, is based upon this broad approach. As beginners in research you should understand that
research is not all technical, complex, statistics and computers. It can be a very simple activity designed
to provide answers to very simple questions relating to day-to-day activities. On the other hand, research
procedures can also be employed to formulate intricate theories or laws that govern our lives. The
difference between research and non-research activity is, as mentioned, in the way we find answers to our
research questions. For a process to be called research, it is important that it meets certain requirements
and possesses certain characteristics.

The research process:

Characteristics and requirements

From these definitions it is clear that research is a process for collecting, analysing and interpreting
information to answer questions. But to qualify as research, the process must have certain characteristics:
it must, as far as possible, be controlled, rigorous, systematic, valid and verifiable, empirical and critical.
Let us briefly examine these characteristics to understand what they mean:

Controlled – In real life there are many factors that affect an outcome. A particular event is seldom
the result of a one-to-one relationship. Some relationships are more complex than others. Most outcomes
are a sequel to the interplay of a multiplicity of relationships and interacting factors. In a study of cause-
and-effect relationships it is important to be able to link the effect(s) with the cause(s) and vice versa. In
the study of causation, the establishment of this linkage is essential; however, in practice, particularly in
the social sciences, it is extremely difficult – and often impossible – to make the link.

The concept of control implies that, in exploring causality in relation to two variables, you set up your
study in a way that minimises the effects of other factors affecting the relationship. This can be achieved
to a large extent in the physical sciences, as most of the research is done in a laboratory. However, in the
social sciences it is extremely difficult as research is carried out on issues relating to human beings living
in society, where such controls are impossible. Therefore, in the social sciences, as you cannot control
external factors, you attempt to quantify their impact.

Rigorous – You must be scrupulous in ensuring that the procedures followed to find answers to
questions are relevant, appropriate and justified. Again, the degree of rigour varies markedly between the
physical and the social sciences and within the social sciences. Systematic – This implies that the
procedures adopted to undertake an investigation follow a certain logical sequence. The different steps
cannot be taken in a haphazard way. Some procedures must follow others. Valid and verifiable – This
concept implies that whatever you conclude on the basis of your findings is correct and can be verified by
you and others. Empirical – This means that any conclusions drawn are based upon hard evidence
gathered from information collected from real-life experiences or observations. Critical – Critical scrutiny
of the procedures used and the methods employed is crucial to a research enquiry. The process of
investigation must be fool proof and free from any drawbacks. The process adopted and the procedures
used must be able to withstand critical scrutiny.

Types of research: application perspective

If you examine a research endeavour from the perspective of its application, there are two broad
categories: pure research and applied research. In the social sciences, according to Bailey (1978: 17): Pure
research involves developing and testing theories and hypotheses that are intellectually challenging to the
researcher but may or may not have practical application at the present time or in the future. Thus, such
work often involves the testing of hypotheses containing very abstract and specialised concepts. Pure
research is also concerned with the development, examination, verification and refinement of research
methods, procedures, techniques and tools that form the body of research methodology. Examples of pure
research include developing a sampling technique that can be applied to a particular situation; developing
a methodology to assess the validity of a procedure; developing an instrument, say, to measure the stress
level in people; and finding the best way of measuring people’s attitudes. The knowledge produced
through pure research is sought in order to add to the existing body of knowledge of research methods.
Most of the research in the social sciences is applied. In other words, the research techniques, procedures
and methods that form the body of research methodology are applied to the collection of information
about various aspects of a situation, issue, problem or phenomenon so that the information gathered can
be used in other ways – such as for policy formulation, administration and the enhancement of
understanding of a phenomenon.

Types of research: objectives perspective

If you examine a research study from the perspective of its objectives, broadly a research endeavour can
be classified as descriptive, correlational, explanatory or exploratory. A research study classified as a
descriptive study attempts to describe systematically a situation, problem, phenomenon, service or
programme, or provides information about, say, the living conditions of a community, or describes
attitudes towards an issue. For example, it may attempt to describe the types of service provided by an
organisation, the administrative structure of an organisation, the living conditions of Aboriginal people in
the outback, the needs of a community, what it means to go through a divorce, how a child feels living in
a house with domestic violence, or the attitudes of employees towards management. The main purpose of
such studies is to describe what is prevalent with respect to the issue/problem under study. The main
emphasis in a correlational study is to discover or establish the existence of a
relationship/association/interdependence between two or more aspects of a situation. What is the impact
of an advertising campaign on the sale of a product? What is the relationship between stressful living and
the incidence of heart attack? What is the relationship between fertility and mortality? What is the
relationship between technology and unemployment? What is the effect of a health service on the control
of a disease, or the home environment on educational achievement? These studies examine whether there
is a relationship between two or more aspects of a situation or phenomenon and, therefore, are called
correlational studies. Explanatory research attempts to clarify why and how there is a relationship
between two aspects of a situation or phenomenon. This type of research attempts to explain, for example,
why stressful living results in heart attacks; why a decline in mortality is followed by a fertility decline; or
how the home environment affects children’s level of academic achievement. The fourth type of research,
from the viewpoint of the objectives of a study, is called exploratory research. This is when a study is
undertaken with the objective either to explore an area where little is known or to investigate the
possibilities of undertaking a particular research study. When a study is carried out to determine its
feasibility it is also called a feasibility study or a pilot study. It is usually carried out when a researcher
wants to explore areas about which s/he has little or no knowledge. A small-scale study is undertaken to
decide if it is worth carrying out a detailed investigation. On the basis of the assessment made during the
exploratory study, a full study may eventuate. Exploratory studies are also conducted to develop, refine
and/or test measurement tools and procedures.

Types of research: mode of enquiry perspective

The third perspective in our typology of research concerns the process you adopt to find answers to your
research questions. Broadly, there are two approaches to enquiry:

1. the structured approach;

2. the unstructured approach

In the structured approach everything that forms the research process – objectives, design, sample, and
the questions that you plan to ask of respondents – is predetermined. The unstructured approach, by
contrast, allows flexibility in all these aspects of the process. The structured approach is more appropriate
to determine the extent of a problem, issue or phenomenon, whereas the unstructured approach is
predominantly used to explore its nature, in other words, variation/diversity per se in a phenomenon,
issue, problem or attitude towards an issue. For example, if you want to research the different
perspectives of an issue, the problems experienced by people living in a community or the different views
people hold towards an issue, then these are better explored using unstructured enquiries. On the other
hand, to find out how many people have a particular perspective, how many people have a particular
problem, or how many people hold a particular view, you need to have a structured approach to enquiry.
Before undertaking a structured enquiry, in the author’s opinion, an unstructured enquiry must be
undertaken to ascertain the diversity in a phenomenon which can then be quantified through the structured
enquiry. Both approaches have their place in research. Both have their strengths and weaknesses.
Therefore, you should not ‘lock’ yourself solely into a structured or unstructured approach.

Descriptive research methodology

This design relies on observation as a means of collecting data. It attempts to examine situations in order
to establish what is the norm, i.e. what can be predicted to happen again under the same circumstances.
‘Observation’ can take many forms. Depending on the type of information sought, people can be
interviewed, questionnaires distributed, visual records made, even sounds and smells recorded. Important
is that the observations are written down or recorded in some way, in order that they can be subsequently
analysed. The scale of the research is influenced by two major factors: the level of complexity of the
survey and the scope or extent of the survey.

Descriptive research is defined as a research method that describes the characteristics of the population or
phenomenon that is being studied. This methodology focuses more on the “what” of the research subject
rather than the “why” of the research subject. descriptive research primarily focuses on describing the
nature of a demographic segment, without focusing on “why” a certain phenomenon occurs. In other
words, it “describes” the subject of the research, without covering “why” it happens.

Characteristics of Descriptive Research

The term descriptive research then, refers to research questions, design of the research and data
analysis that would be conducted on that topic. It is called an observational research method because none
of the variables that are part of the research study are influenced in any capacity.

Some distinctive characteristics of descriptive research are:

1. Quantitative research: Descriptive research is a quantitative research method that attempts to
collect quantifiable information to be used for statistical analysis of the population sample. It is a
popular market research tool that allows to collect and describe the nature of the demographic segment.
2. Uncontrolled variables: In descriptive research, none of the variables are influenced in any way.
This uses observational methods to conduct the research. Hence, the nature of the variables or their
behaviour is not in the hands of the researcher.
3. Cross-sectional studies: Descriptive research is generally a cross-sectional study where different
sections belonging to the same group are studied.
4. Basis for further research: The data collected and analysed from descriptive research can then be
further researched using different research techniques. The data also can help point towards the types
of research methods are to be used for the subsequent research.

Descriptive Research Methods

There are 3 distinctive methods to conduct descriptive research. They are:

• Observational Method
The observational method is the most effective method to conduct descriptive research and both
quantitative observation and qualitative observation are used in this research method.

Quantitative observation is the objective collection of data which is primarily focused on numbers
and values – it suggests “associated to, of or depicted in terms of a quantity”. Results of quantitative
observation are derived using statistical and numerical analysis methods. It implies observation of any
entity that can be associated with a numeric value such as age, shape, weight, volume, scale etc. For
example, the researcher can track if current customers will refer the brand by using a simple Net Promoter
Score question.

Qualitative observation doesn’t involve measurements or numbers but instead just monitoring
characteristics. In this case the researcher observes the respondents from a distance. Since the respondents
are in a comfortable environment, the characteristics observed are natural and effective. In descriptive
research, the researcher can choose to be either a complete observer, an observer as a participant, a
participant as an observer or a complete participant. For example, in a supermarket, a researcher can from
afar monitor and track the selection and purchasing trends of the customers. This offers a deeper insight
into the purchasing experience of the customer.
• Case Study Method
Case studies involve in-depth research and study of individuals or groups. Case studies lead to a
hypothesis and widen a further scope of studying a phenomenon. However, case studies should not be
used to determine cause and effect as they don’t have the capacity to make accurate predictions because
there could be a bias on the part of the researcher. The other reason why case studies are not an accurate
way of conducting descriptive research is because there could be an atypical respondent in the research
and describing them leads to poor generalizations and move away from external validity.

• Survey Research
In survey research, respondents answer through surveys or questionnaires, or polls. They are a popular
market research tool to collect feedback from respondents. In order for a survey to gather good quality
data, it should have good survey questions, which should be a balanced mix of open-ended
questions and close ended-questions. The survey method can be conducting online or offline which is
makes it the go-to option for descriptive research where the sample size is very large.
Data interpretation and analysis
Question 3)

Age of respondents

Age Number

18-22 4

23-27 42

28-32 7

33-37 1

4 Age 1
2% 7%
3
13%

2
78%

Interpretation:

The major number of respondents are under the age range of 23-27 i.e 78% whereas, 7 respondents are
under age range of 28-32.
Question 4)

Gender

Gender No.

Male (1) 27

Female (2) 27

2 1
50% 50%

Interpretation:

The respondents are 50% male and 50% female.

Question 5)

Are you aware of the Digital marketing platforms in India?

Factors No.

Fully aware (1) 9

well aware (2) 26

Can’t say (neutral) (3) 16

Not so well aware (4) 3

Not at all well aware (5) 0

5
4 0%
1
5%
17%
3
30%
2
48%

Interpretation:

This pie chart indicates that 26 respondents are well aware about the digital marketing platforms in India.
Whereas, 0 respondents are not at all aware about the digital marketing platforms in India.
Question 6)

Do you prefer digital platforms for taking up education/certification courses? (Examples

Udemy, NPTEL etc)?

Factors No.

Always (1) 6

Usually (2) 19

Sometimes (3) 20

Rarely (4) 5

Never (5) 4

5
1
4… 8% 11%

2
3 35%
37%

Interpretation:

This pie chart shows that 20 respondents sometimes use digital platforms for education or certification.
Whereas, 19 respondents usually use digital platforms for education or certification.
Question 7)

Can you share your perspective about digital marketing and its
importance in education in the coming 10 years.

Factors No.

Extremely high (1) 23

2 17

3 5

4 8

Extremely low (5) 1

5
2%
4
15%
3 1
9% 43%

2…

Interpretation:

23 respondents have extremely high perspective in coming 10 years digital marketing in education.
Whereas, only 1 respondent have extremely low perspective.

Question 8)
How frequently do you use digital platforms for educational or learning
purposes?

Factors No.

Always (1) 10

Usually (2) 38

Rarely (3) 6

Never (4) 0

1
3…
19%

2
70%

Interpretation:

38 respondents usually use digital platforms for educational or learning purposes. This pie chart shows
that the respondents have knowledge and awareness of the digital platform use for educational and
learning purpose.

Question 9)

Is the rise of digital marketing good for the education sector in India?
Factors No.

Extremely (1) 22

Somewhat (2) 32

Not much (3) 0

Never (4) 0

2… 1…

Interpretation:

32 respondents believe that digital marketing is good for the educational sector in India Whereas, nearly
22 respondents extremely believe that digital marketing is good for the educational sector in India and no
negative answer is observed in this question.

Question 10)

Do you prefer traditional teaching methods over digital methods?

Options No.

Yes (1) 32

No (2) 22

2…
1…

Interpretation:

This pie chart represents the close line observation of yes and no both. Where 32 respondents marked
YES and 22 marked NO.

Question 11)
Which factors do you consider the most before enrolling for a digital
education platform?

Factors No.

Money (1) 23

Authentication (2) 36

Content (3) 32

Time period (4) 20

40
36
35 32
30

25 23
20
20

15

10

0
1 2 3 4

Interpretation:

In this histogram major responses (36) were inclined towards authentication and secondly 32 respondents
preferred content and followed by money and time period.

Question 12)
Do learning theories and concepts through digital platforms add value to
your overall understanding of that matter?

Factors No.

Extremely (1) 19

Slightly much (2) 35

Somewhat 0

Not much 0

Never 0

1…
2…

Interpretation:

35 respondents slightly much believe that theories and concepts through digital platforms add value to
your overall understanding of that matter. Whereas, 19 respondents have extreme believe and no negative
response is observed.

Question 13)
What kind of courses do you prefer to learn from digital platforms?

Factors No.

Digital marketing course

(1) 15

Computer Application
course (2) 10

Data analytics course (3) 8

Other courses (4) 21

1…
4…

2…
3…

Interpretation:

In this all respondents go for digital platform for learning.

Question 13)
Do you think digital education in India will make the present generation
self-reliant?

Options No.

Yes (1) 49

No (2) 5

2
9%

1
91%

Interpretation:

This pie chart shows that 91% respondent believe that digital education in India will make the present
generation self-reliant. This means digital educational is having a positive impact in Indian education.

Question 13)
Do you agree with the fact that digital education cannot impart the
practical aspects of concepts which are provided in classes/labs?

Options No.

True (1) 43

False (2) 11

2…

1…

Interpretation:

43 respondents believe that that digital education cannot impart the practical aspects of concepts which
are provided in classes/labs. This shows major people agree that practical knowledge from digital
platforms is comparatively less then classes/ labs.

Findings
  As per the study, its it found that 36 (65%) out of 54 respondents are well aware of digital
platforms in India.

 48 (89%) of 54 respondents are frequent in using the digital platforms for learning and educational
purpose.

 54 (100%) out of 54 of the respondents believe that growth and future perspective of digital
marketing in India is good.

 49 (91%) out of 54 respondents believe that digital marketing will make present generation self-
reliant.

 43 (80%) out of 54 believe that digital education cannot impart practical aspects of conceptual
knowledge.

Recommendation
  For additional certifications digital platform is a best choice.

 Mix of traditional and digital methods of teaching should be considered.

 For proper learning/certification through digital method or platform, authenticity should be the
priority.

 For education/ certification in any course through digital platform, priority should be clear. Like:
Authentic certification, Pocket friendly, less time period etc.

 In order to gain knowledge of digital marketing, practise of all the concepts is necessary.

 Keep update of all the technological information.

Conclusion
The conclusion of digital marketing is very much important for the digital marketers. Digital marketing is
a dream business project for digital marketers. If you want to get success in the digital marketplace, you
should have sound knowledge about the benefits and limitations of digital marketing. It is a growing field
if business. Digital marketing is nothing but the utilization of digital technology to achieve marketing
objectives. Digital marketing and marketing department is not different from each other. The
aforementioned information will help the digital marketers to understand the strengths and weaknesses of
Digital Marketing. However, the conclusion of digital marketing is a useful term because digital
marketing requires nothing but certain skills to utilize the digital technology. After acquiring the above
knowledge, you may take the risk to invest in the digital marketplace. This is a growing field of business.
So, do not neglect the opportunity that digital marketing offers to you. Digital marketing may fulfil all
your cherished dreams within the short span of your life. Digital marketing is a place where anybody can
make his or her career without so much effort. Only you should have to keep patience to get your desired
goals.

• Direct advertising: Through digital marketing, you can aware of your customers about your
products. If you take a good advertising strategy and promotional tools, it can help you to perform
well in the highly competitive market.
• Available 24/7: Online promotion is a good trick for today’s world. It is good enough because
world wide web never rests. So, your product will be available for the viewers for 24 hours.
• Easy consumer reach: If your main aim is to target a large sum of people, then digital marketing
is a good way to communicate. Social media marketing has revolutionized the marketing activities.
There are so many social media platforms. They are on Facebook, Twitter, WhatsApp, We chat,
Skype, Google+, Blogs, Instagram, YouTube etc.
• Cost effective: Digital marketing is cost-effective in comparison with the traditional marketing
channels, such as TV, radio, Newspapers, Magazine, and banners etc. Social media plays a vital role
in promoting digital activities. This feature helps small organizations to market their business
targeting the global customer.
• Global advertisements: Through digital marketing, you can expand your customer reach to other
countries in spite of geographical barriers. It is one of the most effective benefits of digital
marketing.
• Consumer’s convenience to shopping online: Due to the growing popularity of digital
marketing, customers have become more convenient to shop online at any time of the day. Through
digital marketing, companies and customers get the opportunity to acquaint with each other.
• Easy brand promotion: With the growth of the digital marketplace, various brands can easily
reach to their customers.
• Instant feedback: Through digital marketing, you can get instant feedback from your customers.
So, you can improve your services promptly.
• Simple to measure: Digital marketing offers the companies to measure their marketing activities.
It also helps the marketers to evaluate and audit their online contents for quality purposes.
• Time-saving: If you start your business on the internet, it may save your time and effort. There are
so many ways to stay connected with your customers of them live chat support and FAQ section.

Limitations
  Delay in data collection from the respondents due to their busy schedule.

 The sample size was small.

Bibliography
https://www.cardinaldigitalmarketing.com/blog/digital-marketing-trends-innovations-need-know-2018/

https://liquidcreativestudio.com/importance-digital-marketing-businesses/

https://neilpatel.com/what-is-digital-marketing/

https://www.marketo.com/digital-marketing/

https://www.business2community.com/digital-marketing/the-importance-of-digital-marketing-in-2018-
02101555

https://www.udisystem.com/important-digital-marketing-india/

https://blog.hubspot.com/marketing/what-is-digital-marketing

https://www.entrepreneur.com/article/296856

https://www.forbes.com/sites/forbesagencycouncil/2017/12/18/why-everyone-needs-a-digital-marketing-
plan/

https://www.businessblogshub.com/2017/09/why-is-digital-marketing-so-important/

https://www.commonplaces.com/blog/what-is-a-digital-agency/

https://www.digitalvidya.com/blog/why-digital-marketing-is-important/

SIP REPORT QUESTIONNAIRE

This survey is conducted to analysis the importance of digital marketing and its impact on education in
India.

Name

Email

Age

• 20-25
• 25-30
• 30-35
• 35-40
• 40-45
• 45-50
• 50-55
• 55-60

Gender

• Male
• Female

Are you aware of the Digital marketing platforms in India?

• Extremely aware
• Very well aware
• Somewhat well aware
• Not so well aware
• Not at all well aware

Do you prefer digital platforms for taking up education/certification courses?

• Always
• Usually
• Sometimes
• Rarely
• Never

Can you share your perspective about digital marketing and its importance in 10 years
 • 1 Extremely high
• 2
• 3
• 4
• 5 Extremely low

How frequently do you use digital platforms for educational or learning?

• Always
• Usually
• Rarely
• Never

Is the rise of digital marketing good for the education sector in India?

• Extremely
• Somewhat
• Not much
• Never

Do you prefer traditional teaching methods over digital methods?

• Yes
• No

What factors do you consider the most before enrolling for a digital education platform?

• Money
• Authentication
• Content
• Time period

Do learning theories and concepts through digital platforms add value to your overall
understanding of that matter?

• Extremely
• Slightly much
• Somewhat
• Not much
• Never

What kind of courses do you prefer to learn from digital platforms?

• Digital marketing course

• Computer Application course
 • Data analytics course
• Other courses

Do you think digital education in India will make the present generation self-reliant?

• Yes
• No

Do you agree with the fact that digital education cannot impart the practical aspects of concepts
which are provided in classes/labs?

• True
• False