1

SUMMER TRAINING PROJECT REPORT ON

“A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING

WITH REFERENCE TO LUDIFU”
Submitted in partial fulfillment of requirement of

Award of BBA degrees of

GGSIPU, NEW DELHI

`
Faculty Guide: Ms. Teena Gupta

Submitted by:

Disha Sharma

(03415601719)

BBA 5th semester (Section A)

Batch- 2019-22

Dr. Akhilesh Das Gupta Institute Of Technology and Management

(Affiliated to GGSIPU)

FC-26, Shastri Park, Delhi-110053

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ACKNOWLEDGEMENT

The successful completion of the project would be incomplete without the mention of the people
who made it possible.

I would like to take the opportunity to thank and express a deep sense of gratitude to my Project
Guide, Ms. Teena Gupta, Assistant Professor, Management Department, Dr. Akhilesh Das
Gupta Institute of Technology & Management, New Delhi who in despite of her busy
schedule has co-operated with me continuously and has provided valuable guidance at all stages
of the study, that has been certainly indispensable for my project work.

I owe my wholehearted thanks and appreciation to Ms. Shelly Gosain, Department Incharge,
for her continuous encouragement and cooperation during the course of my study.

I express my sincere thanks to the Prof. (Dr.) Tusshar Mahajan, Dean (Management), Dr.
Akhilesh Das Gupta Institute of Technology & Management, New Delhi, for being a
constant source of knowledge, motivation and guidance.

I would also like to convey my warm regards to my family and friends for their kind support and
helping hand.

Student Name: DISHA SHARMA

Enrollment No.:03415601719

BBA VIth Semester, Batch 2019-22

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Table of contents

S. No. Contents Pg. no.

CHAPTER 1 1.1 Introduction. 6

1.2 Limitations of the study. 12
CHAPTER 2 Objectives 14

CHAPTER 3 Company profile 16

CHAPTER 4 Review of Literature 26

CHAPTER 5 Research Methodology 31

CHAPTER 6 Analysis and Interpretation. 34

CHAPTER 7 Findings & Conclusions. 50

8 Bibliography.

9 Annexure.
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CHAPTER-1

1.1 INTRODUCTION TO THE DIGITAL MARKETING

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Digital Marketing is the practice of leveraging web-based channels to

spread a message about a company’s brand, products, or services to its
potential customers. The methods and techniques used for Digital
Marketing include email, social media, display advertising, search
engine optimization, Google AdWords and more. The objective of
marketing is to reach potential customers through the channels where
they spend their time reading, searching, shopping, and socializing
online.

Widespread adoption of the internet for business and personal use has
generated new channels for advertising and marketing engagement,
including those mentioned above. There are also many benefits and
challenges inherent to DIGITAL MARKETING, which uses primarily
digital mediums to attract, engage, and convert virtual visitors to
customers.

Digital Marketing differs from traditional marketing, which has

historically included mediums like print, billboard, television and radio
advertisements.

Before Digital Marketing channels emerged, the cost to market

products or services was often prohibitively expensive, and traditionally
difficult to measure. Think of national TV ad campaigns, which are
measured through consumer focus groups to determine levels of brand
awareness. These methods are traditionally also not well-suited to
controlled experimentation. Today, anyone with an online business (as
well as most offline businesses) can participate in Digital Marketing by
creating a website and building customer acquisition campaigns at little
to no cost. Those marketing products and services also have the ability
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to experiment with optimization to fine-tune their campaigns’

efficiency and ROI.

It is a set of tools and methodologies used for promoting products and

services through the internet. Digital Marketing relies upon websites or
emails to reach to the users and it is combined with e-commerce to
facilitate the business transactions. In DIGITAL MARKETING, you can
promote the products and services via websites, blogs, email, social
media, forums, and mobile Apps. Digital Marketing includes a wider
range of marketing elements than traditional business marketing due to
the extra channels and marketing mechanisms available on the
internet. Digital Marketing is also known as internet marketing, web
marketing, or digital marketing. It includes several branches such as
social media marketing (SMM), search engine optimization (SEO), pay-
per-click advertising (PPC), and search engine marketing (SEM).
Effective Digital Marketing programs leverage consumer data and
customer relationship management (CRM) systems. Digital Marketing
connects organizations with qualified potential customers and takes
business development to a much higher level than traditional
marketing. The goal of traditional marketing and Digital Marketing are
same – To attract and drive visitors of advertise to buy the product
thereby increasing the business profit.

It also helps a company raise its brand awareness by establishing its

online presence across the Internet.

Digital Marketing combines the internet's creative and technical tools,

including design, development, sales and advertising, while focusing on
the following primary business models:
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• E-commerce.

• Lead-based websites.

• Affiliate marketing.

• Local search.

• Social media.

A key benefit of using online channels for marketing a business or

product is the ability to measure the impact of any given channel, as
well as how visitors acquired through different channels interact with a
website or landing page experience. Of the visitors that convert into
paying customers, further analysis can be done to determine which
channels are most effective at acquiring valuable customers.

Analytics for web or mobile app experiences can help determine the
following:

• Which Digital Marketing channels are the most cost-effective at

acquiring customers, based on the conversion rate of visitors to
customers, and the cost of those visitors?

• Which channels are effective at acquiring and driving higher lifetime

value for customers — such as email marketing, which drives repeat
purchases to prior customers?

• Which cohorts of customers exhibit strong engagement behavior and

high potential for upsells — such as software or mobile apps, which
expect to sell more products to customers with high engagement?
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There are a number of tools that can be used to build and maintain a
robust Digital Marketing program:

• Email Marketing

• Social Media Marketing

• Search Engine Optimization (SEO)

• Display Advertising

• Search Engine Marketing (SEM)

• Virtual Events & Webinars

• A/B Testing & Website Optimization

• Content Marketing

• Video Marketing

• Marketing Analytics

• Marketing Automation

• Customer Relationship Management (CRM)

• Content Management System (CMS)

• Pay-per-click (PPC) Advertising

• LinkedIn Ads

• Affiliate Marketing
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Examples of DIGITAL MARKETING

Some examples of Digital Marketing campaigns include:

• Canon advertises for search keywords related to "photography" on

Google, Yahoo, and Bing search engines to market their cameras to a
relevant audience to drive traffic to a specific webpage.

• Whole Foods collects email addresses on their website to create

email lists that can be used to advertise new products, sales, and
events in their stores.

• Dove creates video advertisements and shares them with their

audience on Facebook, Twitter, and other social media platforms to
promote favorable conversation about their brand and products.

• Bite Beauty partners with influencers to promote a new lipstick to

their target audience of high-quality, beauty enthusiasts.

Although Digital Marketing creates many opportunities for businesses

to grow their presence via the internet and build their audiences, there
are also inherent challenges with these methods of marketing. First, the
marketing can become impersonal, due to the virtual nature of
message and content delivery to a desired audience. Marketers must
inform their strategy for Digital Marketing with a strong understanding
of their customer’s needs and preferences. Techniques like surveys,
user testing, and in-person conversations can be used to understand
the overall user experience.

Digital Marketing can also be crowded and competitive. Although the

opportunities to provide goods and services in both local and far-
reaching markets is empowering, the competition can be significant.
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Companies investing in Digital Marketing may find visitors’ attention is

difficult to capture due to the number of business also marketing their
products and services online. Marketers must develop a balance of
building a unique value proposition (UVP) and brand voice as they test
and build marketing campaigns on various channels.
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1.2 LIMITATIONS
• Although, Internet marketing allows a wider reach, the start-
up costs of a website can be high. This includes the cost of the
required software and hardware, and maintenance costs.
• There are still a lot of customers who use the Internet just for
having more information about a product and prefer to buy it in
person. For example, Internet marketing allows a customer to
view how a phone looks like and its technical specifications, but
customers prefer having a look at the phone in the store to get
a hands-on experience.
• There are a lot of customers who are not proficient in using
the Internet and focusing solely on Internet marketing can
cause you to lose these customers.
• The rules of the trade change rapidly in Internet marketing,
and it requires constant attention and monitoring to ensure
that your marketing strategy does not look out-of-date.
• The biggest disadvantage of Internet marketing is its
vulnerability to fraudulent activities. There are a lot of
illegitimate websites out there which look similar to original
websites and rob the customers of their money. Spamming is
also one of the biggest challenges for Internet marketing and
confidential data can be easily stolen by hackers.
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• Internet marketing lacks the human touch that is involved

when a customer buys a product from a salesperson. This
hampers the prospects of relationship building which plays an
important role.
• Obtaining fair responses regarding individual’s personal
financial data is difficult within the available time.
• There were certain restrictions due to the lockdown imposed
during covid-19 pandemic which not only restricted the
internship to be performed from home but also resulted in
other pr
oblems.
• The size of the sample is limited to 100 due to the above
reasons.
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CHAPTER 2:
OBJECTIVES
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OBJECTIVES OF THE STUDY.

1. To understand the importance of Digital Marketing at
LUDIFU.
2. To understand the factors influencing the effectiveness of
digital marketing.
3. To analyze the effectiveness of Digital Marketing as
compared to traditional marketing.
4. To identify the limitations of Digital Marketing as a tool of
integrated marketing communication.
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CHAPTER-3
PROFILE OF THE
COMPANY
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CHAPTER-3 INTRODUCTION TO THE

COMPANY
LUDIFU stands for LET US DO IT FOR YOU. Their core business is to
conduct LIVE & INTERACTIVE Online classes in various subjects
including Microsoft excel, Microsoft PowerPoint, Coding, Languages
(English, French, Spanish, and German, etc.) and several other
topics. Ludifu is an online photo books provider. Users can upload
their photos onto the app, and order for the photo books to be
printed and delivered to the specified location. Users can upload up
to 100 photos and the price for the perforated photo books is Rs.
399. Delivery is free of cost anywhere in India. The app is available
for download only on Google Play as of February 2017.
LUDIFU is an online collaborative community of higher education
leaders and innovators, dedicated to advancing quality digital
teaching and learning experiences designed to reach and engage the
modern learner – anyone, anywhere, anytime. LUDIFU inspires
innovation and quality through an extensive set of resources,
including best-practice publications, quality benchmarking, leading-
edge instruction, community-driven conferences, practitioner-based
and empirical research, and expert guidance. The growing
community includes faculty members, administrators, trainers,
instructional designers, and other learning professionals.
LUDIFU is dedicated to transforming teaching and learning in the
online learning landscape through the dissemination and sharing of
research throughout the field.
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Website: www.ludifu.com

Ludifu Founder: Puneet Rawat

Founded Year: 2016

Company Stage: Unfunded

Headquarters: Mumbai, India

Size: 501 to 1000 Employees

Company type– Private

Revenue: Unknown / Non-Applicable

Vision: Setting the global standard in online, blended, and digital learning.
Mission: Creating community and knowledge around quality online, blended, and
digital learning while driving innovation.

Our Recent Achievements

1. Times of India - Page 2 - 25th August 2020

2. Hindustan Times - Page 11 - HT DO - 25th February 2017

3. Mid-day - Rated as Best Deal for the Holi weekend 2017

4. BW Disrupt - 16th February 2017

5. LBB - February 2017

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SWOT Analysis
The acronym SWOT stands for strength, weakness, opportunities and
threats. It is also known as SWOT Matrix which is used to analyses the
current state of product/service or objective with four elements –
Strength, weakness, opportunities and threats. Strength represents
positive aspects; weakness represents the negative aspects or the
disadvantages, opportunities represents favorable condition prevails
for its growth and threats as limitations or unfavorable conditions.

Strengths:

 One of the strengths of the company is that the business develops

its methods after having an in-depth analysis and by measuring its
success.
 Superior product and services quality can help LUDIFU to further
increase its market share as the current customer are extremely
loyal to it.
 Strong Balance Sheet and Financial Statement of LUDIFU can help
it to invest in new and diverse projects that can further diversify
the revenue stream and increase Return on Sales & other
metrics.

Weaknesses:

 Low international presence.

 Weak brand identity.
 Low brand equity and brand awareness.
 Track record on environment consideration is not very
encouraging
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Opportunities:

 New technologies.
 New product in the existing market.
 Existing product in new marketing.
 Can explore adjacent industries Strategy to further market growth
especially by extending the features of present products and
services.
 Globalization has led to opportunities in the international market.

Threats:

 Numerous dominating players.

 The technology was accessible to everyone.
 Government regulations.
 Imitation of strategies
  Threats of New Entrants because of Reducing Costs and
Increasing Efficiencies 
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EMPLOYEE METRICS…

 TOTAL EMPLOYEE COUNT.

 6 Month Growth- 8.0%
 1 Year Growth- 38.8%
 2 Year Growth- 98.1%
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 EMPLOYEE RETENTION.
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Competitors
 Chatbooks 2014, Provo, $25.4M.
Developer of a mobile application designed to automatically turn digital
photos into photo books. The company's application prints digital
photos and create custom photo albums from the pictures already
posted on Instagram or Facebook, enabling users to keep photos in a
hassle-free manner. It was Formerly Known As JustFamily, Folkstory. Its
Privately Held (backing). Its Financing Status is Venture Capital-Backed.

 Cheerz 2012, Paris, $6.82M.

Cheerz is an online platform to create the personalized photo-
based products. It offers products such as photo books, photo
calendars, photo wall decor, photo prints, photo scrapbook,
photo albums, photo magnets, photo boxes, and photo gifts.
Allows users to upload the photos from the devices and create
the personalized photo products. It provides an online store to
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get the photo products delivered to the doorstep. The mobile

app is available for Android and IOS devices.

 ArtDeQo 2013, Nantes, $4.92M.

ArtDeQo is a photo-based products company created in
2008. Specialized in art prints, canvas prints, custom
photo framed products. It claims to be the No.1 photo
product company in France.
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 Albumii 2014, Kuwait City.

Albumii is a mobile application for creating photo books,
photo prints, wall arts, and canvas prints. The users can
upload their photos, design their prints, and get it
delivered. The app is available on Google Play Store and
App Store. Its co-founder is Rami Emera.
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CHAPTER 4:
REVIEW OF LITERATURE
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Review of Literature
In early days of the Internet, online advertising was mostly
prohibited. For example, two of the predecessor networks to
the Internet, ARPANET and Senet, had "acceptable use policies"
that banned network "use for commercial activities by for-
profit institutions". The Senet began phasing out its commercial
use ban in 1991.
Online marketing users in One to one marketing, Fosket, Sally,
Direct marketing; Nov 1996, pg. no. 38
Online services will drive marketing to the opposite end of the
spectrum from “mass” marketing to customized “one-to-one”
marketing. Online marketers communicate instantly and
directly with the prospective customers and can provide instant
fulfillment as well. Marketers with carefully designed World
Wide Web sites are already interacting computer to computer,
with prospective customers or an individual basis, much as ATM
does in very primitive fashion. Online one to one approaches
while innovative and still glamorous in their pioneering aspects,
offer significant new challenges. The significant aspect is the
access with the customers.
Communication and information technology development has
encouraged the emergence of new communication channels
that have increased the options available to organizations for
building relationships with clients
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 Marketers are faced with new challenges and opportunities

within this digital age. Digital marketing is the utilization of
electronic media by the marketers to promote the products or
services into the market. The main objective of digital
marketing is attracting customers and allowing them to interact
with the brand through digital media. This article focuses on
the importance of digital marketing for both marketers and
consumers. We examine the effect of digital marketing on the
firms’ sales. Additionally the differences between traditional
marketing and digital marketing in this paper are presented.
This study has described various forms of digital marketing,
effectiveness of it and the impact it has on firm’s sales. The
examined sample consists of one hundred fifty firms and fifty
executives which have been randomly selected to prove the
effectiveness of digital marketing. Collected data has been
analyzed with the help of various statistical tools and
techniques.
According to Hoge (1993), digital marketing is a transfer of
goods or services from seller to buyer involving one or more
electronic methods or media. It began with the use of
telegraphs in the nineteenth century. With the invention and
mass acceptance of the telephone, radio, television, and then
cable television, electronic media has become the dominant
marketing force. McDonald’s uses online channel to reinforce
brand messages and relationships. They have built online
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communities for children, such as the Happy Meal website with

educative and entertaining games to keep customers always
close to themselves (Rowley 2004).
Reinartz and Kumar (2003) found that the number of mailing
efforts by the company is positively linked with company
profitability over time. The primary advantages of digital media
marketing is reducing costs and enhancing the reach. The cost
of a digital media is typically lower than other marketing
platforms such as face-to-face sales or sales with a help of
middlemen or distributors. Generally, main advantage of digital
media is that it can enable companies to increase reach and
reduce costs (Watson et al. 2002; Sheth & Sharma 2005).
According to Chaffey (2011), digital media marketing involves
“encouraging customer communications on company’s own
website or through its social presence”.
Digital marketing, electronic marketing, e-marketing and
Internet marketing are all similar terms which, simply put, refer
to “marketing online whether via websites, online ads, opt-in
emails, interactive kiosks, interactive TV or mobiles” (Chaffey &
Smith, 2008).
Giese and Gote (2000) finds that customer information
satisfaction (CIS) for digital marketing can be conceptualized as
a sum of affective response of varying intensity that follows
consumption and is stimulated by focal aspects of sales
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activities, information systems (websites), digital

products/services, customer support, after-sales service and
company culture.
Waghmare (2012) pointed out that many countries in Asia are
taking advantage of e-commerce through opening up, which is
essential for promoting competition and diffusion of Internet
technologies.
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CHAPTER 5
RESEARCH METHODOLOGY
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INTRODUCTION:
Research is an art of scientific investigation. The word
research refers to finding the truth about something through
a systematic study. In other words, research is a scientific
and systematic search for pertinent information on a specific
topic.
RESEARCH DESIGN: The research design used to carry out the
study is descriptive research which is descriptive in nature. This
design is used to understand and describe the present state of
awareness and perception of the salaried class of people. For the
purpose of conducting this research, data collection is carried out by
using a questionnaire with various close-ended questions and rating
scale questions.
TYPES OF DATA:
Primary data is obtained using a structured questionnaire based on
the responses provided by the respondents belonging to salaried
class. Secondary data is obtained through various sources such as
journals, company research documents, websites and books.
Secondary data: Books, magazines, newspaper, journals and
internet.
INSTRUMENT FOR DATA COLLECTION: Structured questionnaire.
Survey Method: The survey design can be defined as: “gathering
information about a large number of people by interviewing a few of
them.”
SAMPLING TECHNOLOGY: Convenience Sampling.
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SAMPLE METHODOLOGY
Sample size: 50
Area covered – DELHI
Sample Unit- 18-55 years (students, working people, self-employed)
TOOLS AND TECHNIQUES FOR ANALYSIS AND
INTERPRETATION: Percentage analysis, charts and bars, tables,
ratio analysis.
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CHAPTER-6
ANALYSYIS AND
INTERPRETATION
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DATA ANALYSIS AND INTERPRETATION

In the present study the structure used is descriptive analysis. Primary data is
used while analyzing and drawing inferences.

Descriptive Analysis of Primary Data:

This part of study is mainly focused on verifying main objectives of study. I used
graphs, tables and charts to draw information.

Profile of Respondents:

Survey for research work was conducted in the city of Delhi keeping in mind that
Digital Marketing is still a metropolitan phenomenon in the developing country
like India. Sample of 50 respondents was selected for survey.

OCCUPATION GENDER
Age Studen Service Self- Total Male Female Total
(IN YEARS)
employed
t
18-25 19 4 3 26 14 12 26
25-35 4 8 3 15 9 6 15
35-55 0 4 5 9 7 2 9
Total 23 16 11 50 30 20 50
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1. THEIR KNOWLEDGE ABOUT THE USE OF INTERNET.

RESPONSE FREQUENCY PERCENT

YES 50 100
NO 0 0
TOTAL 50 100

Interpretation:

From it is observed that when respondents were asked about their convergence
with internet;

1- 0% were not knowledgeable about internet.

2- 100% were knowledgeable about internet.

Graphical representation of responses related to knowledge about the use of

Internet
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2. THEIR FREQUENCY OF BEING ONLINE.

RESPONSE FREQUENCY PERCENT

VERY LOW 0 0
LOW 5 10
MODERATE 10 20
HIGH 15 30
VERY HIGH 20 40
TOTAL 50 100
Interpretation:

From table it is observed that when respondents were asked about their
frequency of being online;

1- 0% chosen very low frequency,

2- 5% chosen low frequency,
3- 10% chosen moderate frequency,
4- 40% chosen high frequency,
5- 45% chosen very high frequency

To analyze further we represent above data graphically. This is as follows.

FREQUECNY OF BEING ONLINE

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3. THE PURPOSE FOR WHICH THEY USE INTERNET THE MOST.

RESPONSE FREQUENCY PERCENT

SOCIAL MEDIA 25 50
MEDIA SITES 10 20
ONLINE SHOPPING 10 20
BLOGS 5 10
TOTAL 50 100

INTREPRETATION:

From table it is observed that,

1- 25 respondents use internet most for social media

2- Blogs are least used by the respondents with 5

3- 10 respondents use internet for media sites.

4- Rest of them ie.10 use internet for online shopping.

Graphical representation for the purposes people uses internet most for:
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4. THE EXTENT TO WHICH CONSUMERS RELY ON JUST ONE

MEDIUM TO GET KNOWLEDGE ABOUT ANY BRAND.

Frequency Percentage
No 30 60
Somewhat 10 20
Yes 10 20
Total 50 100

Interpretation:
From table it is observed that when respondents were asked if they rely on just
one medium to get knowledge about any brand;

1- 60% have given negative response.

2- 20% respondents have given complete positive response while only,
3- 20% responded that they rely partially.
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5. MOST PREFERRED SOURCE TO GET AWARENESS OF VARIOUS

BRANDS.
SOURCES OF AWARENESS FREQUENCY TOTAL%
PRINT ADS 5 10
TELEVISION ADS 10 20
IN-STORE PROMOTION 10 20
OUTDOOR MEDIA 5 10
ONLINE MEDIA 20 40
TOTAL 50 100

Interpretation:

From table it is observed that when respondents were asked about which source
do, they refer the most to get awareness of various brands;

10% have chosen print ads, 20% respondents have chosen Television commercial,
20% have chosen In-store promotion, Only 5 have chosen Outdoor media, 40 %
respondents have chosen Online media, which is the higher of all.

To analyze further we represent above data graphically. This is as follows;

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Graphical representation of Sources of awareness of various brands.

6. NUMBER OF PEOPLE WHO KNOW ABOUT LUDIFU.

FREQUENCY PERCENTAGE
YES 20 40
NO 30 60
TOTAL 50 100

Interpretation:

From table it is observed that,

1- 20 people know about LUDIFU

2- 30 people don’t know about LUDIFU

To analyze further we represent above data graphically. This is as

follows;
Graphical representation for Knowledge about LUDIFU.
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7. SOURCE OF INFORMATION ABOUT LUDIFU.

RESPONSE FREQUENCY PERCENT

ONLINE MEDIUM 20 40
OFFLINE MEDIUM 5 10
HAD NO KNOWLEDGE 25 50
TOTAL 50 100

INTERPRETATION:

Through, table it is observed that,

1- 20 respondents got to know about LUDIFU through online medium

2- 25 respondents had no Knowledge about it.
3- 5 got to know about it through offline medium.

To analyze further we represent above data graphically. This is as follows,

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Graphical representation for medium through which respondents know about

LUDIFU.

8. PEOPLE’S AGREEMENT/DISAGREEMENT FOR THE REQUIREMENT

OF ONLINE MARKETING ACTIVITIES.

RESPONSE FREQUENCY PERCENT

STRONGLY DISAGREE 5 10
DISAGREE 5 10
NO OPINION 15 30
AGREE 10 20
STRONGLY AGREE 15 30
TOTAL 50 100

Interpretation:

From table it is observed that when respondents were asked whether companies
should use online activities in marketing efforts;

1- 10% were strongly disagreed.

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2- 10% shown disagreement.

3- 30% had no opinion on this question.

4- 20% shown agreement and,

5- 30% were strongly agreed.

To analyze further we represent above data graphically. This is as follows.

Graphical representation of responses related to Use of online activities by

companies in their marketing efforts

9. PEOPLE’S AGREEMENT/DISAGREEMENT ON THE EFFECTIVENESS

OF DIGITAL MARKETING IN GAINING BUSINESS MARKET SHARE
BY ATTRACTING POTENTIAL CUSTOMERS.

RESPONSE FREQUENCY PERCENT

STRONGLY DISAGREE 5 10
DISAGREE 5 10
NO OPINION 5 10
AGREE 15 30
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STRONGLY AGREE 25 50
TOTAL 50 100

Interpretation:
From table it is observed that:

1- 10% respondents have shown strong disagreement,

2- 10% respondents were disagreed,

3- 10% were neutral,

4- 20% respondents were agreed whereas,

5- 50% respondents have shown strong agreement

Graphical representation for whether Digital Marketing will be beneficial for

company.
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10- BENEFITS OF DIGITAL MARKETING OVER TRADITIONAL

MARKETING.

RESPONSE FREQUENCY PERCENT

Wide range of 10 20
information
Ease of shopping 10 20
Time saving 20 40
Low cost 5 10
Interactive medium 5 10
Total 50 100
Interpretation:
From table it is observed that

1- 10 respondents find Digital Marketing advantageous as it offers wide range of

information about the brand,

2- 10 respondents find Digital Marketing advantageous as it offers ease of

shopping,

3- 20 respondents find Digital Marketing advantageous as it saves consumer’s

time,

4- 5 respondents find Digital Marketing advantageous as it involves low cost in

purchase,

5- 5 respondents find Digital Marketing advantageous as it is an interactive

medium.

To analyze further we represent above data graphically. This is as follows

Graphical representation of Benefits of Digital Marketing over

traditional Marketing
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11- AGREEMENT / DISAGREEMENT OF PEOPLE ABOUT SAFETY OF

DIGITAL MARKETING.

Response Frequency Percent

Strongly disagree 15 30
Disagree 10 20
No opinion 5 10
Agree 10 20
Strongly agree 10 20
Total 50 100

Interpretation:
From table it is observed that when respondents were asked whether they find
Digital Marketing safest to use;
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 30% were strongly disagreed.

 20% shows disagreement.
 10% had no opinion on this question.
 20% shown agreement and,
 20% were strongly agreed.

To analyze further we represent above data graphically. This is as follows.

Graphical representation of Preference for Online advertising as it is SAFEST to

use.

12- LOOPHOLES OF DIGITAL MARKETING OVER TRADITIONAL

MARKETING TOOLS.

Response Frequency Percent

More suspectible 10 20
Privacy issue 10 20
More scope of frauds 25 50
Often interrupting 0 0
Lack demonstration 5 10
Total 50 100
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Interpretation:

10 respondents find Digital Marketing is not safe as it is more susceptible.

 25 respondents find Digital Marketing is not safe as there is more scope of

fraudulent activities.
 5 respondents find Digital Marketing is not safe as it lacks demonstrations.
 10 respondents find Digital Marketing is not safe as it may result in some
serious privacy issues.
 0% of respondents find Digital Marketing is not safe as it is often interrupting.

To analyze further we represent above data graphically. This is as follows.

Graphical representation of Loopholes in Digital Marketing over traditional

marketing tools
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CHAPTER-7
CONCLUSION
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CHAPTER-7 FINDINGS, SUGGESTIONS & CONCLUSIONS

1. FINDINGS
1. This study reveals that consumers reckon upon more than one
medium to get knowledge of any brand. Due to unlimited brand choices
& price sensitivity, they undertake a detailed evaluation of various
brands by referring a greater number of sources of information. So,
they may be using combination of various mediums such print ads,
television commercials, in-store promotion to know about different
aspects of the brand.

2. Consumers do refer various mediums to get awareness but highest

preference is being given to online media. Online media incorporates
blogs, online PR, Window displays, banner ads etc.
52

3. The study showed that in today’s world every consumer knows about
internet and is very well informed about its applications.

4. Majority of respondents use internet with high frequency followed

by respondents with very high frequency of using internet. So, due to
its attribute of making life easier by allowing the users to have instant
access with every informational, educational, interactive & entertaining
material; Internet is heavily used medium today.

5. The study showed that most of the respondents got to know LUDIFU
through online medium.

6. Social networking is the foremost purpose for which majority of

respondents use internet. After Social networking, second preference
given to the online shopping. It allows flexibility to the consumers to
view a wide range of products & brands, evaluate them online by
reading their features and making an online purchase. Media sharing is
at third place. It allows them to share media material such as photos,
music, video, news etc.

7. Majority of respondents completely agreed that companies should

use online activities in their marketing efforts.

8. Majority of respondents favor for interactive ability of Digital

Marketing which is not applied in case of traditional mediums like print
ads, television commercials or outdoor media. Consumers like to
exchange their views and share their feedback when it comes to
evaluating the brand or for taking purchase decision.

9. Means majority of respondents feel that Digital Marketing is not safe

as there is more scope of fraudulent activities followed by privacy
issues.
53

2. SUGGESTIONS

Conclusion given above reveals that consumers use more than one
medium to make brand choice, therefore it is recommended that:

1. Companies should mix & match various mediums to reach their

desired target audience. This will help to spread awareness among
them and to influence buyer’s behavior thus companies must formulate
an effective Integrated Marketing Communication plan where they can
combine various tools to grasp maximum prospects. It is also revealed
that consumers have good enough knowledge about internet
technology and they are in favor of using DIGITAL MARKETING,
therefore it is recommended that:
54

2. Every company big or small should grab this advantage and include
Digital Marketing in their marketing efforts. Digital Marketing forms can
be mainly web marketing, E-commerce, social media marketing.

3. Consumers find certain benefits in Digital Marketing over traditional

marketing; therefore, companies can spend more on online media
rather than the traditional tools.

3. CONCLUSIONS

The study concludes that consumers rely upon more than one medium
in order to enhance their brand related knowledge. It means that they
use the combination of various sources for making final purchase
decision. Along with the traditional sources, they heavily rely on
modern marketing tool i.e. online advertising.

Consumers do require detailed information about the brand so as to

evaluate its strengths & weaknesses; this ample amount of information
then saves their time by allowing them to make the purchase decision
quickly.
55

The study also reveals that main reason for growing importance of
Digital Marketing is the increasing literacy about internet among
people. They have identified that internet is truly advantageous
through which they can serve their various purposes mainly social
networking, online shopping & media sharing (photo, music, video).
This efficacy of internet has intensified their tendency of being online.

Today’s consumers strongly feel that every company must use this
efficacy to strengthen its marketing efforts. So that they will get
motivated to use Digital Marketing with the intent of getting access to
exclusive content about the brand and getting discount and sharing
their feedback about brand with the advertiser.

With the advent of internet technology, consumers’ preference

towards traditional marketing tools has decreased. Most popular
traditional marketing tools are television & print media. The major
benefits of Digital Marketing are its capability of interaction between
consumers and advertisers followed by availability of wide range of
information & ease of shopping. These benefits make Digital Marketing
superior than traditional marketing. But at the same time consumers
are susceptible about the user-safety side of internet. They feel that
Digital Marketing is unsafe as it may lead to increase in frauds & privacy
issue.
56

BIBLIOGRAPHY
1- .Chaffey, D. (2002). “Achieving marketing objectives
through use of electronic communications technology.”
2- Chaffey, D. (2011). E-business and e-commerce
management. Pearson Education.
3- Chaffey, D., Smith, P. (2008). Emarketing Excellence:
planning and optimizing your digital marketing.
Routledge.
4- Fournier, Susan. (1998). Consumers and Their Brands:
Developing Relationship Theory in Consumer Research.
Journal of Consumer Research 24 (4): 343-73.
5- G. T. Waghmare, 2012). E-commerce; A Business Review
and Future Prospects in Indian Business. Internet
Marketing in India. Indian Streams Research Journal, vol.
2, no. IV, (pp. 1-4).
6- Philip Kotler & Kevin Lane Keller, Marketing Management,
New Delhi, Pearson Education
7- Sheth, J.N., Sharma, A. (2005). International e-marketing:
opportunities and issues. International Marketing Review
22 no. 6, 2005 pp. 611-622.
8- Salehi M., Mirzaei H., Aghaei M., and Milad A. (2012).
Dissimilarity of E-marketing VS traditional marketing.
International Journal of Academic Research in Business
and Social Sciences 2, No. 1 PP 511-515.
57

APPENDIX

QUESTIONNAIRE

Respondent’s details

Name: ______________________________________(optional)

Gender: Male/ Female

Occupation: Student/ Service/ Self employed

Age:

o Between 18 to 25
o Between 25 to 35
o Between 35 to 55

Contact details: _________________________________(optional)

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

1. Are you knowledgeable about the use of Internet?

Yes-
No-
58

2. What is your frequency of being online?

Very low-
Low-
Medium-
High-
Very high-
3. What do you use the internet most for?
Social media-
Media sites-
Blogs-
Online shopping-
4. Do Consumers rely on just one medium to get knowledge about
any brand?
Yes-
Somewhat-
No-
5. What Source do you prefer the most to get awareness about
various brands?
Print Ads-
Television Ads-
In Store Promotion-
Outdoor Media-
Online Media-
6. Do you know about LUDIFU?
Yes-
No-
59

7. How did you learn about LUDIFU?

Online medium-
Offline medium-
Have no knowledge-
8. Companies should online activities in their marketing efforts?
Strongly disagree-
Disagree-
No opinion-
Agree-
Strongly agree-
9. Do you think Digital Marketing help our business gain market
share by attracting potential customer?
Strongly disagree-
Disagree-
No opinion-
Agree-
Strongly agree-
10. What benefits does Digital Marketing carry over traditional
marketing?
Wide range of information-
Ease of shopping-
Save time-
Low cost-
Interactive medium-
11. Do you prefer online advertising to be safest?
Strongly disagree-
Disagree-
No opinion-
60

Agree-
Strongly agree-
12. What are loopholes of DIGITAL MARKETING?
More susceptible-
More scope for fraud-
Privacy issue-
Lack demonstration-
Often interrupting-