PROJECT REPORT

ON
“A STUDY ON EFFECTIVENESS OF NEW AGE STRATEGIES
IN DIGITAL MARKETING WITH FOCUS ON
ACQUISITIONAL STRATEGIES”
Submitted to Bharati Vidyapeeth University in Partial Fulfillment for the
Award of MBA(2022-2024)

Submitted by:-
Name of the student: PREETI GULATI
University PRN: 2228100512

BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY)

CENTER FOR DISTANCE AND ONLINE EDUCATION
Academic Study Center – BVIMR, New Delhi
An ISO 9001:2008 Certified Institute
NAAC Accredited Grade “A” University

i
 CANDIDATE’S DECLARATION

I, Preeti Gulati (MBA 2022-2024) 3rd SEM. would like to submitted to declare that the project report entitled
“A STUDY ON EFFECTIVENESS OF NEW AGE STRATEGIES IN DIGITAL MARKETING WITH
FOCUS ON ACQUISATIONAL STRATEGIES” Bharati Vidyapeeth University,School of Distance
Education, Pune, Academic Center BVIMR, New Delhi in partial fulfilment of the requirement for the award of
the degree.

It is an original work carried out by me under the guidance of MR.Yashwant Kumar.

All the respected guides, faculty member and other sources have been properly acknowledged and the report
contains no plagiarism.

To the best if my knowledge and belief the matter embodied in this project is a genuine work done by me and it
has been submitted for assessment to the university and for the fulfillment of the requirement of the course of
study.

Student Name with Signature

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 ACKNOWLEDGEMENT

The completion of any task depends upon the cooperation, coordination and consolidated efforts of several
resources of knowledge, energy, time and above all on the proper guidance.
I owe this moment of satisfaction, with a deep sense of gratitude to our project for their technical guidance,
persistent encouragement. perpetual motivation and everlasting patience, without whom this project would not
have been successfully completed. Working under their guidance has been a very fruitful and valuable
experience.
I am also grateful to the Head of Department for providing us with numerous facilities and opportunities in the
form of laboratories and equipments.
I am sincerely thankful to all the members of staff of Department and all those who have helped us directly or
indirectly throughout the project work.

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iv
 DECLARATION

I hereby declare that the Project entitled “A STUDY OF EFFECTIVENESS OF

NEW AGE STRATEGIES IN DIGITAL MARKETING WITH FOCUS ON

ACQUISATIONAL STRATEGIES” submitted for the M.B.A degree is my original work

and the dissertation has not formed the basis for the award of any degree, associate

ship, fellowship or any other similar titles.

Place: Chennai

Date: SHANTO SAVIO X R

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 ABSTRACT

An effectiveness of new age strategies in digital marketing will help you take the right
decisions to make a company successful online. A strategy process model provides a framework
that gives a logical sequence to follow to ensure inclusion of all key activities of strategy
development and implementation. A successful Digital Strategy should be built on reviewing 7
core capabilities which are strategic approach, performance improvement process, management
buy-in, resourcing and structure, data and infrastructure, integrated customer communications
and customer experience.

This project is done with only rage communications. This project survey has taken for
only employees of rage communications. This project is does not applicable for any other digital
marketing services. The study has been under taken to identify the employee perception towards
service rendered by rage communications.

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 clients. This study has described various
forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. Collected
data has been analyzed with the help of various statistical tools and techniques.

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 ACKNOWLEDGEMENT

I take immense pleasure in thanking our Honourable Chairman Late Col .DR.

JEPPIAAR M.A., B.L., Ph.D., and our Managing Director Dr. M.REGEENA JEPPIAAR,

B.Tech., M.B.A., Ph.D., for providing me an opportunity to undergo MBA course.

I wish to express my sincere gratitude to our Principal DR. J.

VENUGOPALAKRISHNAN and our HOD Dr. N. THANGAVEL M.COM., MBA.

PGDMM., Ph.D., D.Lit., for encouraging me to complete the Project Report.

I wish to express my deep gratitude to my Guide Mr. M. MANOJ KUMAR MBA., (Ph.D)

for his able guidance and useful suggestions, which helped me in completing the Project

Report in time.

I also wish to express my gratitude to my external guide, Mr. ANAND RAJENDRAN who

gave me the permission to do the project at RAGE.I would also like to thank Mr. ABISHEK

PAREEK who helped me during the entire project duration and my thanks to all the members of

the Department.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved

PARENTS for their blessings, my FRIENDS/CLASS MATES for their help and wishes

for the successful completion of this work.

SHANTO SAVIO X R

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 LIST OF CONTENTS

CHAPTER NO. TITLE PAGE NO

1 INTRODUCTION 1-14
1.1 Introduction to the Project 1-2
1.2 Industry Profile 2-5
1.3 Company Profile 6-10
1.4 Objectives of study 10-11
1.5 Scope of study 11-12
1.6 Significance of study 11-13
1.7 Limitations of study 13-14
2 LITERATURE REVIEW 14-19
2.1 Strategies 14-17
2.2 Research review 18-19

3 RESEARCH METHODOLOGY 20-25

3.1 Descriptive vs. Analytical 20-21

3.2 Research Approaches 21-22
3.3 Research Design 22-23
3.4 Data Source 23-24
3.5 Research Focus 24-25

3.6 Tools used in the analysis 25-26

4 ANALYSIS AND INTERPRETATION 26-37

4.1 Data analysis and interpretation 26-35

4.2 Chi-square test 36-37

5 SUMMARY AND CONCLUSION 38-41

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5.1 Findings 38-39
5.2 Suggestions 39-40
5.3 Conclusion 40-41
5.4 bibliography / references 41

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 LIST OF TABLES

Table Title Page

No No
1 Table showing the gender of respondents 26

2 Table showing the age of respondents 27

3 Table showing the purchasing frequency in online of the respondents 28

4 Table showing the socio-economic state of the respondents 29

5 Table showing the business follow frequency in social media 30

services of the respondents
6 Table showing hours spent in networking sites 31

7 Table showing Benefits of networking sites by the respondents 32

8 Table showing Benefits of marketing in social media of the 33

respondents
9 Table showing the advertisement frequency in face book page of the 34
respondents
10 Table showing blog usage frequency of the respondents 35

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 LIST OF FIGURES

Table Title Page

No No
1 Figure showing the gender of respondents 26

2 Figure showing the age of respondents 27

3 Figure showing the purchasing frequency in online of the 28

respondents
4 Figure showing the socio-economic state of the respondents 29

5 Figure showing the business follow frequency in social media 30

services of the respondents
6 Figure showing hours spent in networking sites 31

7 Figure showing Benefits of networking sites by the respondents 32

8 Figure showing Benefits of marketing in social media of the 33

respondents
9 Figure showing the advertisement frequency in face book page of the 34
respondents
10 Figure showing blog usage frequency of the respondents 35

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 CHAPTER 1

INTRODUCTION

As generations evolve and technology develops, the advancement in

the field of marketing and advertisements has been immense. No longer are
businesses bound by the limitations of traditional marketing techniques. The old
has been heavily replaced by the new. One of the newest and most effective
strategies has been of online marketing

New age strategies for start ups and young companies with limited
marketing budgets, digital marketing is perhaps the only cost-effective method
to get their message out there and build a consumer base. RAGE
COMMUNICATIONS is one of the fast growing sectors among the services.
Barriers to entry and scaling up are miniscule compared to traditional media. In
short – if it‟s done right, you can achieve a whole lot on a limited budget, which
means it has levelled the playing field between big and small companies.

The challenge, however, is knowing how to do it right. The space itself,

at least in India, is relatively young, so there are limited “role models“to
emulate. Add to that the different strategies that work (or don‟t) for B2B and
B2C firms, rapidly evolving technologies and methodologies, and it is only
natural that there is no single path that start ups can take to achieve complete
success with their digital marketing strategies.

For many young companies trying digital marketing for the first time, it is
much like the elephant examined by six men in the dark – one states that an elephant is
like a rope because it has held the animal‟s tail. Another thinks it is like a tree branch
because it has felt the elephant‟s trunk. Others liken it to a fan (ears), or a wall (torso),
or a plough (tusks). For the time being, digital marketing faces a deficit of practical,
usable information, clear communication of learning‟s, the right talent, and the need to
acknowledge different perspectives.

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 1.2 INDUSTRY PROFILE

1.2.1 Definitions of Digital Marketing

The term digital marketing was first used in the 1990s, but digital marketing
has roots in the mid-1980s, when the Soft Ad Group, now Channel Net, developed
advertising campaigns for automobile companies: People sent in reader reply cards
found in magazines and received in return floppy disks that contained multimedia
content promoting various cars and free test drives

The promotion of products or brands via one or more forms of electronic media.
For example, advertising mediums that might be used as part of the digital marketing
strategy of a business could include promotional efforts made via the Internet, social
media, mobile phones and electronic billboards, as well as via digital and television and
radio channels.
Digital marketing (also known as data-driven marketing) is an umbrella term for the
marketing of products or services using digital technologies, mainly on the Internet, but
also including mobile phones, display advertising, and any other digital medium.

Digital marketing techniques such as search engine optimization(SEO), search

engine marketing (SEM), content marketing, influence marketing, content automation,
campaign marketing, data-driven marketing and e-commerce marketing, social media
marketing.
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 Digital marketing is a general term for any the effort by a company to connect
with customers through electronic technology, including email, geo location and mobile
marketing, social media, online customer communities, webinars and other video-based
content.

1.2.2 Objectives of Digital Marketing:

Digital marketing objectives should be SMART (Specific, Measurable,

Achievable, Relevant and Time Related) and it be should benchmarked against the
competitors of the effectiveness. Here are 4 important objectives to include in
marketing strategy:

1. INCREASE SALES
Increasing sales or leads is a top level digital marketing objective for many
businesses because it improves revenues and is easy to measure. Using key
performance indicators (KPI), we can then benchmark our progress towards achieving
our objective and you can track this in your spreadsheets.

2. IMPROVE CONVERSION RATE

This is another digital marketing objective that can be tracked in Google
Analytics. By setting up goal tracking in Analytics, we will have reports on conversions
for our traffic sources, campaigns, keywords, landing pages, locations and so on.

3. PERCENTAGE OF RETURN VISITORS

The New vs. Returning visitors are a metric that is available in Analytics and it
is easy to track. Knowing how many visitors return is an important objective because it
helps us see how effective our business is at visitor and customer loyalty.

4. ORGANIC TRAFFIC VOLUMES

Organic traffic is natural traffic from the search engine result pages. It is
considered as free traffic and is distinct from paid traffic. Lots of businesses have the
objective to increase organic visitor traffic by achieving high search engine rankings
through implementing search engine optimization.

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1.2.3 Various functions of digital marketing:
It is not only a rapidly growing force in the current marketing playing field, it is
set to be the future of marketing, and it seems likely that digital media will soon replace
more traditional forms altogether. While older generations will no doubt lament the
demise of paper-based newspapers, books, communication methods and traditional TV
and radio broadcasts, those who have grown up with the internet and mobile phones as
a God-given right are already embracing the brave new world of digital consumption.

The facts are that digital methods of communication and marketing are faster,
more versatile, practical and streamlined, so it is perhaps unsurprising that once the
technology become available we began quickly moving into the digital age. The good
news is that digital offers just as much potential to marketers as it does to consumers.

1.2.4 Key forms of Digital Marketing:

 Websites and SEO content

 Blogs

 Internet banner ads

 Online video content

 Pay-per-click (PPC) advertising

 Email marketing

 Social media marketing ( Facebook, Twitter, Linked In, etc.)

 Mobile marketing (SMS, MMS, etc.)

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1.2.5 Future of Digital Marketing:

The advent of the digital marketing has opened up a novel landscape of doing
business i.e. online business. According to a survey- by 2017, India will have around
600 million internet users that ultimately create a fascinating business opportunity to
sell services and products to a growing population of tech-savvy internet users.
Recently, booming prevalence of digital India campaign is also adding lots of new
flavours and fervours to the future of digital marketing in India. Growing start up trend
is another reason that plays significant role in creating a great scope of digital
marketing in India.

The most common problem that start ups face is lack of funds and digital
marketing can rescue them as the most cost-effective blessing in disguise. It is highly
economical and equally powerful way of conversion-oriented marketing. All the digital
marketing makeovers can also be quantified through powerful digital marketing tools
like Kissmetrics, Google Analytics, Google Website Optimizer, etc. that make it one of
the most result-oriented modes of marketing.There are more than 900 private TV
channels and 250+ radio stations in India, which make traditional marketing quite
expensive and highly confusing with lots of in-built vacillations. However, in today‟s
world of internet, Digital Marketing is the only one and most guaranteed way of
marketing, which is popularly being the most preferred space of marketing
communications and related interactions.

Traditional media isn‟t going anywhere (though there are some real concerns
about the future of print). But television and radio are safe and thriving. There‟s no
shortage of brands who have advertising dollars earmarked for TV and radio.

In the case of the Super Bowl, the price of poker continues to rise. Digital
marketing is a massive field with variety of career options. It is not only the future; it‟s
a need of today. The opportunities for a Digital Marketing professional are huge in
India right now.

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1.3 ORGANISATIONAL PROFILE:

1.3.1 RAGE Communications:

At Rage Communications, they are totally focused on harnessing the Internet to

help their clients meet their business objectives. Objectives as diverse as
communication, e-commerce, advertising and brand promotion, lead generation,
connecting with customers, employees, and vendors, carrying out surveys, transaction
processing and work flow management.

1.3.2 MISSION:

“To be the Digital Transformers of Brands and Businesses Worldwide”

1.3.3 CLIENTS OF RAGE:

ABOUT RAGE:
Rage Communications is a Chennai-based full service web services and
consulting firm FOUNDED in 1996,build websites and web based applications that are
relevant to a client's needs. These encompass static websites, dynamic e-commerce
platforms, interactive web applications, web based tools such as documentation
systems, content management systems, online surveys, among others.

At Rage, clients can expect a complete offering based on the underlying

business realities of our clients. Thus they blend the insights of consulting with the
rigour of execution across the multiple business functions and skills that a truly rich
web

6
experience requires. These disciplines cut across business analysis, communications,
user experience, graphic design and technology.

They take great pride in the fact that they work across all possible permutations
and combinations that the World Wide Web offers and are not limited by the just one
facet of the Internet.

These client objectives span diverse areas, such as communication, e-

commerce, advertising and brand promotion, lead generation, connecting with customers,
employees, and vendors, carrying out surveys, transaction processing and work flow
management, among others.

With an experience of more than 15 years, the company has worked on over
1000 web projects for a diverse range of clients ranging from Fortune 100 companies to
small and medium businesses in all parts of the world.

STRENGTH:
They have learnt that building a website is not merely having the technology
knowledge or having ace designers. To be a successful business tool all web activities -
website design, website build, online marketing, analytics, network administration -
need individuals with different skill sets coming together. Rage's staff, over 150 of
them, bring to bear each of their individual abilities to make sure that a Rage designed
online activity leads to high yields. Rage's team comprises

Professionals drawn from marketing, advertising and consulting backgrounds

with 5+ years of business experience, Business Analysts determine the strategy to be
adopted in consultation with the client and use the company resources to deliver the
strategy. Their usability professionals comprise graphic designers, copywriters and
content researchers who deliver online products so that they are aesthetically pleasing
and the viewers can intuitively use the digital asset they have created.

In a world where there are multiple technology solutions for the same
problem, their technologists encompass all web technologies. More than just being
experts in one technology, they encourage the team members to develop skills in
multiple areas so that a rich ground for innovation is created and sustained.

7
INNOVATIVE SOLUTION

RAGE is not run-of-the-mill digital agency. Besides the obvious services like
social media consultancy, lead generation, viral campaigns and SEO/SEM services,
Rage puts in a lot of effort in R&D and creating innovative services and solutions. One
of Rage communications first in-house products, Zozolo.com, deals with social
commerce and social loyalty solutions. Rage has a mobile division as well that
develops mobile apps. One of Rage‟s incubated ventures, Decidebay.com, is set to
have a beta launch soon. It is a consumer review.

1.3.4 MANAGING RELIABILITY IN PROCESS

Managing digital marketing will often need new skills, new staff, new
technologies and new processes for marketing. It's a big change! They look at digital
marketing governance the best way to structure teams and update processes in larger
organisation. If its a team of one we can ignore this section! The bigger the
organisation, the bigger the challenge

SERVICES IN RAGE :

E-COMMERCE APPLICATIONS

E-commerce sites can vary dramatically in complexity depending on the extent of

functionality, automation, and analytical capability required by the web-marketer. Over
the years, theys have developed commerce and transactional solutions to meet a wide
variety of client requirements.

8
 WEBSITE DESIGN AND DEVELOPMENT

Since they incorporated in 1996, they have delivered for a diverse range of clients -
from start-ups with dreams to the hard-nosed Fortune 10 corporations in all parts of the
world.

ONLINE WORKFLOW APPLICATIONS

Many of the clients operate from multiple geographical locations and interact with
partners and vendors around the globe. Their people work in teams that are widely
dispersed. For teamwork to succeed, accurate and timely information flow across the
entire system is a basic necessit

ONLINE MARKETING

Their online marketing services are not just about converting offline promotions to the
online format. The focus is on developing creativeness and campaigns that strategically
take advantage of the online medium and cut through the clutter, to achieve high impact
levels for the target audience. Our objective is to drive direct response and build brands
effectively.

9
 SEARCH MARKETING

An estimated 80% of all traffic on the internet is generated through Search Engines, and
90% of all users do not look beyond the first 30 results. Therefore an SEO strategy
needs to be aimed at achieving the highest possible rankings.

1.4 OBJECTIVES OF STUDY

1.4.1 PRIMARY OBJECTIVE

 To study the leverage of digital marketing using new age channels with which
the target audience uses to consume information in rage.

1.4.2 SECONDARY OBJECTIVES

 Foundation of digital marketing relies on secondary research on the information

gathered by other sources, which appear to be applicable to their products.

 The secondary objective of marketing research is base on the knowledge

accumulated from other sources that seem to be relevant to the product and
services.

 No longer are businesses bound by the limitations of traditional marketing

techniques.

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1.5 SCOPE OF STUDY

Digital Marketing is so much more than E-Commerce and the only way for
someone who is interested to learn about it, is through self-effort and a handful of
institutes like Web Marketing Strategies (WMA).At WMA, We(RAGE) are looking to
make some progress on this front, and after evangelizing for a few year.

1.6 SIGNIFICANCE OF STUDY

Digital media helps brands reach consumers to engage with their product or
service in a personalised way. Five areas, which are outlined as current industry
practices that are often ineffective are prioritizing clicks, balancing search and display,
understanding mobiles, targeting, view ability, brand safety and invalid traffic, and
cross- platform measurement. These practices are ineffective and some ways around
making these aspects effective are discussed surrounding the following points. Digital
marketing is a massive field with variety of career options. It is not only the future; it‟s
a need of today. The opportunities for a Digital Marketing professional are huge in
India right now

PRIORITIZING CLICKS

Prioritizing clicks refers to display click ads, although advantageous

by being „simple, fast and inexpensive‟ rates for display ads in 2016 is only 0.10
percent in the United States. This means one in a thousand click ads are relevant
therefore having little effect. This displays that marketing companies should not just use
click ads to evaluate the effectiveness of display advertisements.

BALANCING SEARCH AND DISPLAY

Balancing search and display for digital display ads are important;
marketers tend to look at the last search and attribute all of the effectiveness to this.
This then disregards other marketing efforts, which establish brand value within the
consumers mind. ComScore determined through drawing on data online, produced by
over one hundred multichannel retailers that digital display marketing poses strengths
when compared with or positioned alongside, paid search. This is why it is advised that
11
when someone clicks on a display ad the company opens a landing page, not its home
page.

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UNDERSTANDING MOBILES

Understanding mobile devices is a significant aspect of digital

marketing because smart phones and tablets are now responsible for 64% of the time
US consumers are online. Apps provide a big opportunity as well as challenge for the
marketers because firstly the app needs to be downloaded and secondly the person
needs to actually use it. This may be difficult as „half the time spent on smart phone
apps occurs on the individuals single most used app, and almost 85% of their time on
the top four rated apps.

CROSS PLATFORM MEASUREMENT

The number of marketing channels continues to expand, as

measurement practices are growing in complexity. A cross-platform view must be used
to unify audience measurement and media planning. Market researchers need to
understand how the Omni-channel affects consumer's behaviour, although when
advertisements are on a consumer's device this does not get measured.

SIGNIFICANCE:

The massive penetration of digital technology is pushing

communications to an advanced level, resulting in the creation of virtuous data systems
to transform the way we make, sell and buy. The Internet fast emerged from a modest
research network to a robust commercial infrastructure with an exponentially growing
number of user base. Consequently, novel business functionalities such as E-Commerce
and Digital Marketing are redefining the way businesses reach and interact with
customers.

IMPACT ON BUSINESSES

Digital Marketing allows businesses to reinvent their marketing

strategies to better connect with target customers and to stay relevant in the customer‟s
perspective. In the process, businesses leverage the technology-enabled tools such as
emails, blogs and social media to expand the reach of their offerings.

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CAPITALIZING ON TALENT GAPS

Aspiring students and marketing professionals now have rewarding

career opportunities with huge pay packages within this arena. Graduate and
postgraduate students can choose from a broad array of course options to improve their
skills. However, one should first understand what specific role would best suit them to
gain a competitive edge.

WHAT TO EXPECT

Digital Marketing industry is very dynamic with complex situations

arising every day. A typical marketing team is expected to constantly observe brand
performance across numerous channels, dynamically respond to varying customer
expectations, analyze data, make decisions and improve the user experience. With
exciting growth potential and challenging tasks, the industry offers a platform for
constant learning and unique experiences.

1.7 LIMITATIONS OF TEH STUDY

The study is limited only to Rage communications. Online marketing is

not free as the cost of hardware, software, wed site design, online distribution costs,
maintenance hosting of website and yes time, all should be factored into the cost of
providing the product and service.

Still, the internet is considered as a source of information gathering for the

majority of your customers. Many people are there who still prefer the live interaction
when they buy. This may deter customers from buying if you have a small business
with one location

Despite the quick penetration, wider customer base and other potential benefits,
few businesses, including small and large face trouble in using digital technology to
effectively communicate their brand information. One of the fundamental concerns is
several companies fail to appreciate the need to invest in resource training and
technology.

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 CHAPTER-II

2.1 LITERATURE REVIEW

2.1.1 1 STRATEGIES:
Marketing strategies that were adopted several decades back can‟t be reliable
today. It‟s the digital age and everything in the world of technology is fast evolving.
This has affected marketing strategies the most. Marketing strategies available today
are almost entirely directed towards digital perceptions. With exponential growth in
internet access, companies are leveraging online platforms to showcase their products
and services. They have, in fact, re-strategized their marketing bottom lines and have
embraced digital technologies. The ways in which companies reach out to their
customers today were unthinkable even some years ago.

Just know that a good digital marketing strategies doesn‟t mean how many
gadgets and neologisms you cram into it. How effectively your marketing strategies can
achieve its goals, is the most important thing. As a result, the way you define your
intent will impact whether you succeed or fail in your endeavour. There are
organizations that reaffirm faith in this concept and believe that success can be attained
only via customer satisfaction.

The thought stems from the fact that customers are only interested in products
and services useful to them. Not in the drumbeating of the things you can do.
Companies today don‟t sell what they can make. It‟s the other way round. They make
what they can sell. All their efforts are directed to acquire new customers and resorting
to digital platforms makes sense because of the easy availability of devices like tabs and
smart phones.

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2.1.2 2 Definition:
Strategy is an action that managers take to attain one or more of the
organization‟s goals. Strategy can also be defined as “A general direction set for the
company and its various components to achieve a desired state in the future. Strategy
results from the detailed strategic planning process”

2.1.3 3 New Age Strategies

1. Google Search
Codenamed „Hummingbird‟, the changes to Google‟s algorithm means keywords
are no longer important and that greater preference is given to the content hosted on a
site. Google search will now act more like a human being, giving better content a higher
ranking.

` As a result of this latest change, the sheer number of new Top Level Domains
entering the root of the Internet coupled with Google‟s new focus on content quality
will mean marketers need to rethink existing websites. Authentic domains in new TLDs
that are related to their content and business category are more likely to rank higher in
organic search and help marketers control the internet traffic for their brand.

2. Cookies
Recently, Microsoft, Face book, Google and others have started to use their own
technology to track customers instead of cookies. This will allow these companies to
better monitor what their customers are doing on their websites and develop campaigns
that target users accordingly.

3. Domain Names
Individual domain names will also grow with importance. Digital marketers
need to take a holistic approach to their overall online strategy, including acquiring
domain names that will resonate with a particular audience or campaign. The TLDs add
one more element to the online marketing equation while simultaneously providing a
catalyst for creativity.

16
 While the world is transitioning into digital so are quite many businesses. In fact
today digital media is at the very forefront of marketing leaving behind age-old traditional
media such as newspapers, TV broadcasting and radio advertising.
Digital Media has turned into an important player in the marketing field and it is
important for start-ups and small scale businesses to realize its true and massive
potential. Digital media is constantly morphing and evolving into meeting our
advertising and marketing needs leaving us with endless prospects.

The reason most companies today are opting for a social media marketing
strategy is because it is proving to reap great benefits for not only marketers but also
consumers.

2.1.4 4 Customer Expectation of Services in Digital Marketing

Internet is changing the customer‟s expectations as well as behaviour.

Understanding the customer behaviour pattern holds the key to successful online
business for Companies. Companies have begun to realise that the product as well as
marketing strategies that work for traditional sales channels o not hold good for their E
Commerce business models.
We now see that Organisations are slowly moving away from focussing on
product technology, production efficiency as well as cost reduction strategies and
getting to understand their product delivery and services from the E Customer‟s
perspective. E Customer‟s perspectives are forcing the E Commerce companies to
change the value proposition of their business. The Customer‟s perception of value is
what holds good in the E Commerce scenario and the Companies have got to re
engineer their business strategies as well as functions in line to deliver the so called
„Value Innovation.
Generally speaking, all customers who are browsing the internet looking to make
a purchase are looking to finish with the purchase immediately due to lack of time. The
time and speed as well as convenience of the e business model is what is prompting
them to opt for online purchase. The next criterion that drives the customer to buy
online is the fact that they are able to quickly check out the rates amongst competition
and go for the cheapest deal.
At this stage the quality of the product or service is already taken for granted
17
that it is expected to be nothing but the best. The other factor that helps the customer go
for the „click‟ perhaps is the familiarity of the brand.

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2.1.5 5 Three levels of expectations

The Consumer Must Always Come First

Shifting company perspective to more closely match that

of the consumer‟s needs is becoming main stream. If there‟s one thing to remember
from this lesson, it‟s that consumers are far less tolerant with companies because they
don‟t have to be. They‟re no longer required to put up with one particular company. If
they don‟t like things, they can easily move on to a competitor or big box store for the
same products and services.

Essentially, the customers get to call the shots. They know what they want. More than
that, they know you‟ll give it to them if you want to stay in business. For that reason,
the consumer must always be at the forefront of your operations.

The Customer Voice Reaches Much Farther Now

Thanks to social media, the internet, and mobile technology, consumer-to-consumer

dialogue has grown exponentially. In the past, consumers could only share their
opinions about a particular business with family, close friends, and neighbours. These
discussions were generally limited to the phone numbers in a person‟s address book.

Now, a single tweet can be re tweeted and shared across the web, with the potential to
reach millions. With that kind of power, it puts a lot of pressure on companies to ensure
their customers have great experiences. Otherwise, they have the potential to lose
customers quickly and have tarnished reputations, all thanks to one seemingly
insignificant social media post.

The User’s Opinion Must Be Taken Into Consideration

It‟s essential in today‟s marketplace to respect the user‟s opinion and take it into
consideration when altering products and marketing tactics. Customers have a lot of
options for making purchases, and if you aren‟t listening to their demands, they‟ll find a
company who will.

Companies must go out of their way to gain customer insights and include them in their
evolving strategies. Surveys, social interaction, big data collection, and customer

19
service

20
experiences can all yield information that can be used for the betterment of your
company.

Today, customers have the power to tell you how your company should be running and
what services you should be offering. Those who take such insights seriously are those
who will excel in their chosen markets.

2.2 RESEARCH REVIEW

 Hoffman et al (1995) were the first researchers to propose a structural

framework for examining the development of commercial activity on the Web. They
explored the Web's role both as a distribution channel and as a medium for marketing
communication, evaluated the resulting benefits to consumers and firms, and discussed
the barriers to its commercial growth from both supply and demand side perspectives.
They proposed that the interactive nature of the Web freed customers from their
traditional passive role as receivers of marketing communications, giving them access
to greater amounts of dynamic information to support decision making.

 Hoffman et al also identified benefits for firms, not only in the delivery of
information but also in the development of customer relationships. The impact that
interactive shopping might have on consumer behaviour, and on retailer and manufacturer
revenue generation, was addressed by Alba et al (1997). They considered the relative
attractiveness to consumers of alternative retail formats. They noted that technological
advances offered consumers unmatched opportunities to locate and compare product
offerings, but that price competition may be mitigated by the ability of consumers to
search for more differentiated products better fitted to their needs.

 The authors examined the impact of the Internet as a function of both consumer
goals and product/service categories and explored consumer incentives and
disincentives to purchase online versus offline. The paper also discussed implications
for industry structure in terms of competition between retailers, competition between
manufacturers, and retailer-manufacturer relationships. It concluded with a list of
research questions raised by the advent of interactive home shopping. Continuing the
theme of interactive shopping, Peterson et al (1997) analyzed channel intermediary
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functions that could be

22
performed on the Internet, classified its potential impact by category type, discussed
how price competition might evolve, and suggested a framework for understanding its
possible impacts on marketing to consumers.

 7 Building on the framework for classifying Internet commerce sites suggested

by Hoffman et al (1995), Spiller and Lohse (1998) surveyed 44 website features
across a convenience sample of 137 women‟s apparel retail sites. Using cluster and
factor analysis they identified five distinct web catalogue interface types: superstores,
promotional stores, plain

 sales stores, one page stores, and product listings. Differences between online
stores centered on size, service offerings, and interface quality. Turning to more
narrowly focused research, Berthon et al (1998) developed a conceptual framework for
evaluating a business-to-business (B2B) website as a marketing communication
channel.

 Network methods and analysis tools have been proposed by Iacobucci (1998) as
useful for examining interactive marketing systems. She describes the content
properties of interactive marketing: technology, intrinsic motivation, use of interactive
marketing information, and the real-time aspect of interaction, together with the
structural properties of interactive marketing: customization, responsiveness,
interactions amongst relevant groups, and a structure of networked networks. She
suggests that interactive marketing is network and can therefore be analyzed using the
tools developed to help understand the meaning of intricate network structures.
Increasingly from the late 1990s new and existing theories have been tested empirically
using experimentation, consumer surveys, or actual browsing/purchasing behaviour.
The rest of this chapter reviews the empirical evidence to-date our rage
communications.

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 CHAPTER-III

3.1 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. Once can also
define research as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an art of scientific investigation.
The Advanced Learner‟s Dictionary of Current English lays down the meaning of
research as “a careful investigation or inquiry especially through search for new facts in
any branch of knowledge.” Redman and Mory define research as a “systematized effort to
gain new knowledge.” Some people consider research as a movement, a movement
from the known to the unknown. It is actually a voyage of discovery.

According to Clifford Woody research comprises defining and redefining

problems, formulating hypothesis or suggested solutions; collecting, organizing and
evaluating data; making deductions and reaching conclusions; and at last carefully
testing the conclusions to determine whether they fit the formulating hypothesis.
D.Slesinger and M.Stephenson in the Encyclopedia of Social Sciences define research
as “the manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge, whether that knowledge aids in construction of
theory or in the practice of an art.”
Research is, thus, an original contribution to the existing stock of knowledge
making for its advancement. It is the pursuit of truth with the help of study, observation,
comparison and experiment. In short, the search for knowledge through objective and
systematic method of finding solution to a problem is research.

3.1.1 Descriptive vs Analytical:

Descriptive :
Descriptive research includes surveys and fact finding enquiries of different
kinds. The major purpose of descriptive research is description of the state of affairs as
it exists at present. In social science and business research we quite often use the term
Ex post facto research for descriptive research studies. The main characteristic of this
method is

24
that the researcher has no control over the variables; he can only report what has
happened or what is happening.
Most expose factor research projects are used for descriptive studies in which
the researcher seeks to measure such items as, for example, frequency of shopping,
preferences of people, or similar data. Ex post facto studies also include attempts by
researchers to discover causes even when they cannot control the variables. The
methods of research utilized in descriptive research are survey methods of all kinds,
including comparative and co relational methods. In analytical research, on the other
hand, the researcher has to use facts or information already available, and analyse these
to make a critical evaluation of the material.

3.2 RESEARCH APPROACHES

Experimental approach is characterized by much greater control over the
research environment and in this case some variables are manipulated to observe their
effect on other variables. Simulation approach involves the construction of an artificial
environment within which relevant information and data can be generated. This permits
an observation of the dynamic behaviour of a system (or its sub-system) under
controlled conditions. The term „simulation‟ in the context of business and social
sciences applications refers to “the operation of a numerical model that represents the
structure of a dynamic process.
Given the values of initial conditions, parameters and exogenous variables, a
simulation is run to represent the behaviour of the process over time.” Simulation
approach can also be useful in building models for understanding future conditions.
Qualitative approach to research is concerned with subjective assessment of attitudes,
opinions and behaviour. Research in such a situation is a function of researcher‟s
insights and impressions. Such an approach to research generates results either in non-
quantitative form or in the form which are not subjected to rigorous quantitative
analysis. Generally, the techniques of focus group interviews, projective techniques and
depth interviews are used.

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3.2.1 DATA COLLECTION PROCEDURE
The sources of recruitment are broadly divided into Internal Sources
and Externals Sources. Internal Sources are the sources within organizational pursuits.
The primary data is collected with direct interaction with candidates through
questionnaire and personal interview. The questionnaire consists of closed ended and
open-ended questions. Externals Sources are sources outside organizational pursuits.
Research is often described as an active, diligent and systematic
process of inquiry aimed at discovering, interpreting and revising facts. This intellectual
investigation produces a greater understanding of events, behaviours or theories and
makes practical applications through laws and theories. The term research is also used
to describe a collection of information about a particular subject, and is usually
associated with science and scientific method.
To the owners of a business, what counts is how much cash it is
generating. To determine the real cash flows, Research uses a form of forensic
accounting to decode financial statements, combining some of the best and most timely
databases available with modern information technology tools. Although cash flow
analysis has gained many converts and exponents in the quarter-century since it
pioneered the practical application of these concepts, Its approach is unique in its
elegant simplicity and empirical validation.

3.3 RESEARCH DESIGN

Research design is the conceptual structure with in which research would be
conducted. The function of the research design is to provide the collection of relevant
evidence with minimum expenditure of efforts, time and money. The suitable design is
the one that minimizes bias and maximizes the reliability of the data collected and
analyzed.
A Research design is plan that specifies the objectives of the study, method
to be adopted in the collection of the data, tools in analysis of data and helpful to frame
hypothesis.“A research design is the arrangement of condition for collection and
analysis of data in a manner that aims to combine relevance to research purpose with
economy in procedure”.

26
 Research design is needed because it facilitates the smooth sailing of the various
project operations, thereby making the project as efficient as possible yielding maximal
information with minimal expenditure of effort time and money. Also it minimizes bias
and maximizes the reliability of the data collected.

3.3.1 RESEARCH PLAN: -

Research Approach: SURVEY METHOD

PRIMARY SOURCE
Primary data consists of original information gathered for specific purpose.
The primary data is collected through questionnaire.
The questionnaire is through common instrument collecting primary collection.
I collected the data through questionnaire.
3.3.2 RESEARCH INSTRUMENT
The research instruments used for collecting the primary data were the
questionnaire.
QUESTIONNAIRE
The questionnaire was carefully developed tested and debugged before they
were administered on a large scale. Each questions contributed to the research objective
here questionnaire is structured types means there are definite and predetermined
questions.

3.4. DATA SOURCE:

Primary:
The data was collected through questionnaire comprising of 15 questions.
Secondary:
The data was collected through Scholarly articles, Company website and Journals

Data Collection Instrument:

Closed Ended Questionnaire

27
Sampling Procedure:
Research type : Descriptive Research
Sample size : 53 (large sample)
Sampling type: Convenience sampling.

3.5 RESEARCH FOCUS

The focus of this research is to the effectiveness of new age strategies in digital
marketing with focus on acquisational strategies based on the survey criteria chosen by
Rage communication division; specifically the client meets their business objectives by
offering a host of digital and online services such as web design and development, e-
commerce application, online marketing, online application marketing, site and server
management and web analytics.This may serve as a general foundation for the concept
of measuring employee issues and satisfaction for other organizations.

The first step is to formulate a research design. This means planning a strategy
of conducting research. It is a detailed plan of how the goals of research will be
achieved. Research design is exploratory, descriptive and/or experimental in nature. It is
helping the investigator in providing answers to various kinds of social/economic
questions. After collecting and analysis of the data, the researcher has to accomplish the
task of drawing inferences.

Only through interpretation researcher can expose relations and processes that
underlie his findings and ultimately conclusions. Interpretation refers to the task of
drawing inferences from the collected facts after an analytical study. It is a search for
broader meaning and research findings.

It is the device through which factors that seem to explain what has been observed
by researcher in the course can be better understood and provides theoretical conception
which serve 59 as a guide for further researches. It is essential because it will lead
towards findings of the study and proper effective conclusions of the study.

3.6. TOOLS USED IN THE ANALYSIS:

28
 Bar Chart:-A chart in which the length of the bar represents the amount of the
item associated with the bar.

STATISTICAL TOOLS USED IN THE ANALYSIS:

1) PERCENTAGE ANALYSIS:

In the case of multiple choice questions the responses are categorized based on
the nature and percentage, and is calculated for each category.

To find the percentage of the responses in each category percentage analysis is

used. The percentage is calculated by dividing the number of responses by the total
number of respondents.

Number of respondents

Percentage of the respondents=-----------------------------------------*

100

Total number of respondents

2) CHI SQUARE ANALYSIS:

The Chi-Square test of Independence is used to determine if there is a significant

relationship between two nominal (categorical) variables. The frequency of one
nominal variable is compared with different values of the second nominal variable.

29
 CHAPTER-1V

4.1 DATA ANALYSIS AND INTERPRETATION

TABLE NO: 4.1.1

In this chapter an attempt has been made to analyse and interpret the data collected

4.1 PERCENTAGE ANALYSIS

Table showing the gender of respondents

Gender Frequency Percent

Male 43 81.1

Female 10 18.9
Total 53 100.0

CHART NO: 4.1.1 Figure showing the gender of respondents

INTERPRETATION:

From the above table it is found that 81.1% of employees belong to male gender
and 18.9% of employees to the gender of female. Therefore, majority of the
respondents are male.

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 TABLE 4.1.2

Table showing the age of the respondents

Age Frequency Percent

18-22 5 9.4
23-30 32 60.4
30-45 14 26.4
above 45 2 3.8
Total 53 100.0

CHART NO: 4.1. Figure showing the age of the respondents

INTERPRETATION:

From the above table it is found that 9.4% of employees belongs to the age
group of 18-22 years, 60.44% of employees belongs to age group of 23-30 years, 26.4%
of employees belongs to the age group of 30-45 years, 3.8% of employees are belongs
to the age group more than 45 years.

31
 TABLE 4.1.3

Table showing the purchasing frequency in online of the respondents

Purchasing frequency Frequency Percent

1-2 times 49 92.5

3-4 times 4 7.5

Total 53 100.0

CHART 4.1.3 Figure showing the purchasing frequency in online of the respondents

INTERPRETATION:

People have a tendency to purchase online. From the above table 95.2% of the
respondents purchase 1-2 times in online and the remaining 7.5% of the respondents
purchase 3-4 times in online. And therefore people likes digital marketing now-a-days, so
they can satisfy their needs and wants through digital marketing

32
 TABLE 4.1.4

Table showing the socio-economic state of the respondents

Socio economic status Frequency Percent

Student 8 15.1
Employed 43 81.1
Self employed 1 1.9
Others 1 1.9
Total 53 100.0

CHART 4.1.4 Figure showing the socio-economic state of the respondents

INTERPRETATION :

From the above table it is found that 1.9% of them are self-employed, 15.1% of them
are students and 81.1 of them are employed and remaining 1.9% of them are other category
people

33
 TABLE 4.1.5

Table showing the business follow frequency in social media services of the
respondents

Business follow Frequency Frequency Percent

1-5 times 37 69.8
6-10 times 5 9.4
11-15 times 2 3.8
More than 15 times 9 17.0
Total 53 100.0

CHART 4.1.5 Figure showing the business follow frequency in social media services
of the respondents

INTERPRETATION:

From the above table it is found that 69.8% of the respondents are following the social
media services 1-5 times, 9.4% of the respondents are following 6-10 times, 3.8% of the
respondents are following 11-15 times and the rest of the 17.0% respondents are following more
than 15 times. Thus digital marketing helps the respondents more to follow the companies and
businesses.

34
 TABLE 4.1.6

Table showing hours spent in networking sites

Hours spent Frequency Percent

0-5 hours 23 43.4
6-10 hours 15 28.3
11-20 hours 9 17.0
21-30 hours 6 11.3
Total 53 100.0

CHART 4.1.6 Figure showing hours spent in networking sites

INTERPRETATION:

From the above table it is found that 43.4% of respondents spend 0-5 hours
and 28.3% spend 6-10 hours and only less spend more hours

35
 TABLE 4.1.7

Table showing Benefits of networking sites by the respondents

Benefits networking sites Frequency Percent

Always 17 32.1
Sometimes 29 54.7
Never 4 7.5
Often 3 5.7
Total 53 100.0

CHART 4.1.7 Figure showing Benefits of networking sites by the respondents

INTERPRETATION:

From the above table it s found that 32.1% responednts always gets benefits out
of networking sites.54.7% only find it helpful sometimes and 7.5% never find it useful.

36
 TABLE 4.1.8

Table showing Benefits of marketing in social media of the respondents

Benefits Frequency Percent

Branding 15 28.3
Customer gain 6 11.3
Awareness 21 39.6
New products 11 20.8
Total 53 100.0

CHART 4.1.8 Figure showing Benefits of marketing in social media of the

respondents

INTERPRETATION:

From the above table 28.3% of the respondents find the benefits of
marketing to be branding, 11.3 % of the respondents find it as customer gain, 39.6% of
the respondents find it as awareness and the remaining 20.8% of the respondent finding
it as new products. Therefore posting on social media might get your business some site
traffic, more effort than that is required to see significant success.
37
 TABLE 4.1.9

Table showing the advertisement frequency in face book page of the respondents

Ads frequency Frequency Percent

Always 2 3.8
Sometimes 18 34.0
Never 30 56.6
Often 3 5.7
Total 53 100.0

CHART 4.1.9 Figure showing the advertisement frequency in face book page of the
respondents

INTERPRETATION:

From the above table it is found that 3.8% of the respondents always post
the ads in face book page, 34.0% of the respondents sometimes post the ads in face
book page, 56.6% of the respondents never post the ads in face book page and the
remaining
5.7 of the respondents often post the ads in face book page. Therefore ads are being
snubbed by the busy users most especially if the ads are dull and plain

38
 TABLE 4.1.10

Table showing blog usage frequency of the respondents

Blog usage frequency Frequency Percent

Always 3 5.7
Sometimes 25 47.2
Never 17 32.1
Often 8 15.1
Total 53 100.0

CHART 4.1.10

Figure showing blog usage frequency of the respondents

INTERPRETATION

From the above table it is found that 5.7% of the respondents using the blogs
always, 47.2% of the respondents use the blog sometimes, 32.1% of the respondents
never use the blogs and remaining 15.1% of the respondents often use the blogs.
Therefore 79.3 %of the respondents use digital marketing through internet and the
rest of 20.7% of the respondent will never use internet.

39
 4.2 CHI SQUARE TEST

4.2.1 Gender * Hours spent cross tabulation

Null hypothesis:

Ho: There is no significant relationship between Gender and Hours spent on

networking sites

Alternate Hypothesis:

H1: There is significant relationship between Gender and Hours spent on

networking sites

Gender * Hours spent Cross tabulation

Hours spent Total

0-5 hours 6-10 hours 11-20 hours 21-30 hours
Count 18 11 9 5 43
Male
Expected Count 18.7 12.2 7.3 4.9 43.0
Gender
Count 5 4 0 1 10
Female
Expected Count 4.3 2.8 1.7 1.1 10.0
Count 23 15 9 6 53
Total
Expected Count 23.0 15.0 9.0 6.0 53.0
Chi-Square Tests

Value df Asymp. Sig. (2-

sided)
Pearson Chi-Square 2.832a 3 .418
Likelihood Ratio 4.447 3 .217
Linear-by-Linear Association .788 1 .375
N of Valid Cases 53
a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.13.
INFERENCE:
From the above Chi Square Table:
0.418 >0.05

Thus we accept null hypothesis. There is no significant relationship between

Gender and Hours spent on Networking sites.

40
4.2.2 Socioeconomic status * Purchasing Frequency Cross tabulation

Ho: There is no significant relationship between socio economic status and the online
purchasing frequency
H1: There is significant relationship between socio economic status and the online
purchasing frequency

Socioeconomic status * Purchasing Frequency Cross tabulation

Purchasing Frequency Total
1-2 times 3-4 times
Count 7 1 8
student
Expected Count 7.4 .6 8.0
Count 40 3 43
Employed
Expected Count 39.8 3.2 43.0
Socioeconomic status
Count 1 0 1
Self-employed
Expected Count .9 .1 1.0
Count 1 0 1
Others
Expected Count .9 .1 1.0
Count 49 4 53
Total
Expected Count 49.0 4.0 53.0

Chi-Square Tests

Value df Assume. Sig. (2-sided)

Pearson Chi-Square .465a 3 .927

Likelihood Ratio .573 3 .903
Linear-by-Linear Association .435 1 .509
N of Valid Cases 53
a. 6 cells (75.0%) have expected count less than 5. The minimum expected count is
.08.
INFERENCE:
From the above Chi Square Table: 0.927 >0.05
Thus we accept null hypothesis. There is no significant relationship between socio
economic status and the online purchasing frequency

41
 CHAPTER –V

SUMMARY AND CONCLUSION

5.1 FINDINGS

 81.1% of employees are male and 18.9% of employees are females. Therefore, majority
of the respondents are male.
 9.4% of employees belongs to the age group of 18-22 years, 60.44% of employees
belongs to age group of 23-30 years, 26.4% of employees belongs to the age group of
30- 45 years, 3.8% of employees belongs to the age group more than 45 years.
 People have a tendency to purchase online. 95.2% of the respondent purchase 1-2
times in online and the remaining 7.5% of the respondent purchase 3-4 times in online.
And therefore people likes digital marketing now-a-days, so they can satisfy their needs
and wants through digital marketing
 1.9% of them are self-employed, 15.1% of them are students and 81.1 of them are
employed and remaining 1.9% of them are others
 69.8% of the respondents are following social media services 1-5 times,9.4% of the
respondents are following 6-10 times,3.8% of the respondents are following 11-15
times and the rest of the 17.0% respondents are following more than 15 times. Thus
digital marking helps the respondents more to follow the companies and businesses.
 28.3 of the respondents find the benefits of marketing to be branding, 11.3 % of the
respondents as customer gain, 39.6 of the respondents as awareness and the remaining
20.8% of the respondent appoint new products. Therefore posting on social media
might get your business some site traffic, more effort than that is required to see
significant success.
 3.8% of the respondents always post the ads in face book page,34.0% of the
respondents sometimes post the ads in face book page,56.6% of the respondents never
post the ads in face book page and the remaining 5.7 of the respondents often post the
ads in face book page. Therefore ads are being snubbed by the busy users most
especially if the ads are dull and plain

 5.7% of the respondents use the blogs always, 47.2% of the respondents use the blog
sometimes, 32.1% of the respondents never use the blogs and remaining 15.1% of the
respondents often use the blogs. Therefore 79.3 of the respondents use digital marketing
through internet and the rest of 20.7% of the respondent will never use internet.

42
 5.2 SUGGESTIONS

 Majority of the employees prefer Digital marketing through internet. Hence companies
must be focusing high on Digital marketing technologies.

 Only people of the age group by 23-30 are more into social media marketing. Hence
people or employees must be given awareness about the usage of digital networking to
fine tune the business.

 Most of the customers purchase online .So this medium can be enhanced more with
more customer friendly options

 Most of the face book ads are unnoticed by the customers. Hence the face book and
other social media ads should be displayed in the right way so as to catch the attention
of the customers

 The social media sites and websites should be made mobile friendly

 A business blog can be a winning addition to the website. It can help boost the site‟s
SEO.

43
 5.3 CONCLUSION

As generations evolve and technology develops, the advancement in the field of

marketing and advertisements has been immense. No longer are businesses bound by
the limitations of traditional marketing techniques. The old has been heavily replaced
by the new. One of the newest and most effective strategies has been of Digital
marketing

This method of marketing has lifted the business domain to new heights. The
limitations of internet marketing are few in number, while the advantages are sure to
boost any business up towards the most fantastic and profitable opportunities.

Modern market has transferred to the online world where companies can now
reach customers worldwide, using different forms of online marketing. Not only does
this increase the potential market and the number of potential customers, but it also
provides companies with the chances of establishing the position on global market and
thus reaching for greater success and achievement of long-term goals.

44
 5.4 BIBILOGRAPHY

REFERENCES:

1. Digital Marketing. (n.d.). In Wikipedia. https://en.wikipedia.org/wiki/Digital_marketing

Marketing. (n.d.). In Wikipedia., from https://en.wikipedia.org/wiki/Marketing
2. http://www.wisdomportal.com/Books/OnlineMarketing.html.
3.http://www.socialmediatoday.com/content/marketing-trends-2013-and-beyond 14.
4.http://www.get-free-web-traffic.com/benefits-of-online-marketing.html
http://EzineArticles.com/?expert=Jerry_Ihejirika[

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