CHAPTER - 1

INTRODUCTION

INTRODUCTION:
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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.
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.
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:
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.
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.
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.
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.

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.

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, they have developed commerce and transactional solutions to
meet a wide variety of client requirements.

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 necessity

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.

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.

OBJECTIVES OF STUDY

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

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.

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.

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.

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.
INDUSTRY PROFILE

Digital marketing

Digital marketing is the component of marketing that utilizes the internet and online-
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services. Its development during
the 1990s and 2000s changed the way brands and businesses use technology for
marketing. As digital platforms became increasingly incorporated into marketing plans
and everyday life, and as people increasingly use digital devices instead of visiting
physical shops, digital marketing campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, campaign marketing,
data-driven marketing, e-commerce marketing, social media marketing, social media
optimization, email direct marketing, display advertising, e-books, and optical disks
and games have become commonplace. Digital marketing extends to non-Internet
channels that provide digital media, such as television, mobile phones (SMS and
MMS), callback, and on-hold mobile ringtones. The extension to non-Internet
channels differentiates digital marketing from online marketing.

Digital marketing is the component of marketing that utilizes the internet and online-
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services. Its development during
the 1990s and 2000s changed the way brands and businesses use technology for
marketing. As digital platforms became increasingly incorporated into marketing plans
and everyday life, and as people increasingly use digital devices instead of visiting
physical shops, digital marketing campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, campaign marketing,
data-driven marketing, e-commerce marketing, social media marketing, social media
optimization, email direct marketing, display advertising, e-books, and optical disks
and games have become commonplace. Digital marketing extends to non-Internet
channels that provide digital media, such as television, mobile phones (SMS and
MMS), callback, and on-hold mobile ringtones. The extension to non-Internet
channels differentiates digital marketing from online marketing.

History

The development of digital marketing is inseparable from technology development.

One of the first key events happened in 1971 when Ray Tomlinson sent the first
email, and his technology set the platform to allow people to send and receive files
through different machines. However, the more recognizable period as being the start
of Digital Marketing is 1990 as this was where the Archie search engine was created
as an index for FTP sites. In the 1980s, the storage capacity of computers was
already big enough to store huge volumes of customer information. Companies
started choosing online techniques, such as database marketing, rather than a limited
list broker. These kinds of databases allowed companies to track customers'
information more effectively, thus transforming the relationship between buyer and
seller. However, the manual process was not as efficient.

In the 1990s, the term Digital Marketing was first coined, with the debut of
server/client architecture and the popularity of personal computers, the Customer
Relationship Management (CRM) applications became a significant factor in
marketing technology. Fierce competition forced vendors to include more service into
their software, for example, marketing, sales and service applications. Marketers
were also able to own huge online customer data by eCRM software after the Internet
was born. Companies could update the data of customer needs and obtain the
priorities of their experience. This led to the first clickable banner ad being going live
in 1994, which was the "You Will" campaign by AT&T and over the first four months of
it going live, 44% of all people who saw it clicked on the ad.
In the 2000s, with increasing numbers of Internet users and the birth of the iPhone,
customers began searching for products and making decisions about their needs
online first, instead of consulting a salesperson, which created a new problem for the

marketing department of a company. Also, a survey in 2000 in the United Kingdom

found that most retailers had not registered their domain address. These problems
encouraged marketers to find new ways to integrate digital technology into market
development.

In 2007, marketing automation was developed as a response to the ever-evolving

marketing climate. Marketing automation is the process by which software is used to
automate conventional marketing processes. Marketing automation helped
companies segment customers, launch multichannel marketing campaigns, and
provide personalized information for customers. However, the speed of its adaptability
to consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the 2010s when the
proliferation of devices capable of accessing digital media led to sudden growth.
Statistics produced in 2012 and 2013 showed that digital marketing was still growing.
With the development of social media in the 2000s, such as LinkedIn, Facebook,
YouTube and Twitter, consumers became highly dependent on digital electronics in
their daily lives. Therefore, they expected a seamless user experience across
different channels for searching product's information. The change in customer
behaviour improved the diversification of marketing technology. ]

Digital marketing is also referred to as 'online marketing, 'internet marketing' or 'web

marketing. The term digital marketing has grown in popularity over time. In the USA
online marketing is still a popular term. In Italy, digital marketing is referred to as web
marketing. Worldwide digital marketing has become the most common term,
especially after the year 2013.
Digital media growth was estimated at 4.5 trillion online ads served annually with
digital media spend at 48% growth in 2010. An increasing portion of advertising
stems from businesses employing Online Behavioral Advertising (OBA) to tailor
advertising for internet users, but OBA raises the concern of consumer privacy and
data protection.
New non-linear marketing approach

Nonlinear marketing, a type of interactive marketing, is a long-term marketing

approach that builds on businesses collecting information about an Internet user's
online activities, and trying to be visible in multiple areas. Unlike traditional marketing
techniques, which involve direct, one-way messaging to consumers (via print,
television, and radio advertising), nonlinear digital marketing strategies are reaching
prospective customers across multiple online channels. Combined with higher
consumer knowledge and the demand for more sophisticated consumer offerings, this
change has forced many businesses to rethink their outreach strategy and adopt or
incorporate Omni channel, nonlinear marketing techniques to maintain sufficient
brand exposure, engagement, and reach. Nonlinear marketing strategies involve
efforts to adapt the advertising to different platforms, and to tailor the advertising to
different individual buyers rather than a large coherent audience.
Tactics may include:

 Search engine optimization (SEO)

 Social media marketing
 Video marketing
 Email marketing
 Blogging
 Website marketing
 Paid search/contextual advertising

Some studies indicate that consumer responses to traditional marketing approaches

are becoming less predictable for businesses. According to a 2018 study, nearly 90%
of online consumers in the United States researched products and brands online
before visiting the store or making a purchase. The Global Web Index estimated that
in 2018, a little more than 50% of consumers researched products on social media.
Businesses often rely on individuals portraying their products in a positive light on
social media and may adapt their marketing strategy to target people with large social
media followings to generate such comments. In this manner, businesses can
Use consumers to advertise their products or services, decreasing the cost for the
company.

Brand awareness
Online methods used to build brand awareness Digital marketing strategies may
include the use of one or more online channels and techniques (Omni channel) to
increase brand awareness among consumers. One of the key objectives of modern
digital marketing is to raise brand awareness, the extent to which customers and the
general public are familiar with and recognize a particular brand. Enhancing brand
awareness is important in digital marketing, and marketing in general, because of its
impact on brand perception and consumer decision-making. According to the 2015
essay, “Impact of Brand on Consumer Behavior”:
“Brand awareness, as one of the fundamental dimensions of brand equity, is often
considered to be a prerequisite of consumers’ buying decision, as it represents the
main factor for including a brand in the consideration set. Brand awareness can also
influence consumers’ perceived risk assessment and their confidence in the purchase
decision, due to familiarity with the brand and its characteristics. Recent trends show
that businesses and digital marketers are prioritizing brand awareness, focusing more
on their digital marketing efforts on cultivating brand recognition and recall than in
previous years. This is evidenced by a 2019 Content Marketing Institute study, which
found that 81% of digital marketers have worked on enhancing brand recognition over
the past year. Another Content Marketing Institute survey revealed 89% of B2B
marketers now believe improving brand awareness to be more important than efforts
directed at increasing sales.
Increasing brand awareness is a focus of digital marketing strategy for several
reasons:

 The growth of online shopping. A survey by Statist projects 230.5 million

people in the United States will use the internet to shop, compare, and buy
products by 2021, up from 209.6 million in 2016. Research from business

software firm Sales force found 87% of people began searches for products
and brands on digital channels in 2018.
 The role of digital interaction in customer behavior. It’s estimated that 70%
of all retail purchases made in the U.S. are influenced to some degree by
an interaction with a brand online.
 The growing influence and role of brand awareness in online consumer
decision-making: 82% of online shoppers searching for services give
preference to brands they know of.
 The use, convenience, and influence of social media. A recent report by
Hoot suite estimated there were more than 3.4 billion active users on social
media platforms, a 9% increase from 2018. A 2019 survey by The Manifest
states that 74% of social media users follow brands on social sites, and
96% of people who follow businesses also engage with those brands on
social platforms. According to Deloitte, one in three U.S. consumers are
influenced by social media when buying a product, while 47% of millennial
factor in their interaction with a brand on social when making a purchase.
Building brand awareness tools

 Search engine optimization techniques may be used to improve the visibility of

business websites and brand-related content for common industry-related
search queries. The importance of SEO to increasing brand awareness is said
to correlate with the growing influence of search results and search features
like featured snippets, knowledge panels, and local SEO on customer
behavior.

 SEM, also known as PPC advertising, involves the purchase of ad space in

prominent, visible positions atop search results pages and websites. Search
ads have been shown to have a positive impact on brand recognition,
awareness and conversions 33% of searchers who click on paid ads do so
because they directly respond to their particular search query.
  70% of marketers list increasing brand awareness as their number one goal for
marketing on social media platforms. Facebook, Instagram, Twitter, and
YouTube are listed as the top platforms currently used by social media
marketing teams.

 56% of marketers believe personalized content – brand-centered blogs,

articles, social updates, videos, landing pages – improves brand recall and
engagement. According to Mention Lyrics, an active and consistent content
strategy that incorporates elements of interactive content creation, social
posting, and guest blogging can improve brand awareness and loyalty by 88%.

Influencer marketing

Important nodes are identified within related communities, known as influencers. This
is becoming an important concept in digital targeting. Influencers allow brands to take
advantage of social media and the large audiences available on many of these
platforms. It is possible to reach influencers via paid advertising, such as Facebook
Advertising or Google Ad words campaigns, or through sophisticated SCRM (social
customer relationship management) software, such as SAP C4C, Microsoft
Dynamics, Sage CRM and Sales force CRM. Many universities now focus, at the
Masters level, on engagement strategies for influencers. To summarize, Pull digital
marketing is characterized by consumers actively seeking marketing content while
Push digital marketing occurs when marketers send messages without that content
being actively sought by the recipients.

Online behavioral advertising is the practice of collecting information about a user's

online activity over time, "on a particular device and across different, unrelated
websites, to deliver some indications using advertisements tailored to that user's
interests and preferences. Such Advertisements are customized as per the user
behavior and pattern.

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  Collaborative Environment: A collaborative environment can be set up between
the organization, the technology service provider, and the digital agencies to

optimize effort, resource sharing, reusability and communications. Additionally,

organizations are inviting their customers to help them better understand how
to service them. This source of data is called User Generated Content. Much
of this is acquired via company websites where the organization invites people
to share ideas that are then evaluated by other users of the site. The most
popular ideas are evaluated and implemented in some form. Using this method
of acquiring data and developing new products can foster the organization's
relationship with its customer as well as spawn ideas that would otherwise be
overlooked. UGC is low-cost advertising as it is directly from the consumers
and can save advertising costs for the organization.
 Data-driven advertising: Users generate a lot of data in every step they take on
the path of customer journey and Brands can now use that data to activate
their known audience with data-driven programmatic media buying. Without
exposing customers' privacy, users' data can be collected from digital channels
(e.g.: when the customer visits a website, reads an email, or launches and
interact with a brand's mobile app), brands can also collect data from real-
world customer interactions, such as brick and mortar stores visits and from
CRM and sales engines datasets. Also known as people-based marketing or
addressable media, data-driven advertising is empowering brands to find their
loyal customers in their audience and deliver in real time a much more
personal communication, highly relevant to each customer’s moment and
actions.
 Remarketing: Remarketing plays a major role in digital marketing. This tactic
allows marketers to publish targeted ads in front of an interest category or a
defined audience, generally called searchers in web speaks, they have either
searched for particular products or services or visited a website for some
purpose.

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  Game advertising: Game ads are advertisements that exist within computer or
video games. One of the most common examples of in-game advertising is
billboards appearing in sports games. In-game ads also might appear as

brand-name products like guns, cars, or clothing that exist as gaming status
symbols.

The new digital era has enabled brands to selectively target their customers that may
potentially be interested in their brand or based on previous browsing interests.
Businesses can now use social media to select the age range, location, gender, and
interests of whom they would like their targeted post to be seen. Furthermore, based
on a customer's recent search history they can be ‘followed’ on the internet so they
see advertisements from similar brands, products, and services, This allows
businesses to target the specific customers that they know and feel will most benefit
from their product or service, something that had limited capabilities up until the digital
era.

Ineffective forms of digital marketing

Digital marketing activity is still growing across the world according to the headline
global marketing index. A study published in September 2018, found that global
outlays on digital marketing tactics are approaching $100 billion. Digital media
continues to rapidly grow; while the marketing budgets are expanding, traditional
media is declining (World Economics, 2015). Digital media helps brands reach
consumers to engage with their product or service in a personalized 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
(Whiteside, 2016). Why these practices are ineffective and some ways around
making these aspects effective are discussed surrounding the following points.

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 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 per cent in the United
States. This means one in a thousand click ads is 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
for digital display ads are important; marketers tend to look at the last search and

attribute all of the effectiveness of this. This, in turn, disregards other marketing
efforts, which establish brand value within the consumer's mind. Com Score
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 (Whiteside, 2016). This is why it is advised
that when someone clicks on a display ad the company opens a landing page, not its
home page. A landing page typically has something to draw the customer in to search
beyond this page. Commonly marketers see increased sales among people exposed
to a search ad. But the fact of how many people you can reach with a display
campaign compared to a search campaign should be considered. Multichannel
retailers have an increased reach if the display is considered in synergy with search
campaigns. Overall both search and display aspects are valued as display campaigns
build awareness for the brand so that more people are likely to click on these digital
ads when running a search campaign (Whiteside, 2016).

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 Understanding mobile devices is a significant aspect of digital marketing because
smartphones and tablets are now responsible for 64% of the time US consumers are
online (Whiteside, 2016). Apps provide a big opportunity as well as a challenge for
the marketers because firstly the app needs to be downloaded and secondly the
person needs to use it. This may be difficult as ‘half the time spent on smartphone
apps occurs on the individuals single most used app, and almost 85% of their time on
the top four rated apps’ (Whiteside, 2016). Mobile advertising can assist in achieving
a variety of commercial objectives and it is effective due to taking over the entire
screen, and voice or status is likely to be considered highly; although the message
must not be seen or thought of as intrusive (Whiteside, 2016). Disadvantages of
digital media used on mobile devices also include limited creative capabilities and
reach. Although there are many positive aspects including the user's entitlement to
select product information, digital media creating a flexible message platform and
there is potential for direct selling (Belch & Belch, 2012).

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 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 behavior, although when advertisements are on a
consumer's device this does not get measured. Significant aspects to cross-platform
measurement involve duplication and understanding that you have reached an
incremental level with another platform, rather than delivering more impressions
against people that have previously been reached (Whiteside, 2016). An example is
‘ESPN and com Score partnered on Project Blueprint discovering the sports
broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital
advertising’ (Whiteside, 2016). Television and radio industries are electronic media,
which competes with digital and other technological advertising. Yet television
advertising is not directly competing with online digital advertising due to being able to
cross platforms with digital technology. Radio also gains power through cross
platforms, in online streaming content. Television and radio continue to persuade and
affect the audience, across multiple platforms.

Channels

Digital Marketing Channels are systems based on the Internet that can create,
accelerate, and transmit product value from producer to consumer terminal, through
digital networks. Digital marketing is facilitated by multiple Digital Marketing channels,
as an advertiser one's core objective is to find channels that result in maximum two-
way communication and a better overall for the brand. There are multiple digital
marketing channels available namely.

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  Affiliate marketing - Affiliate marketing is perceived to not be considered a
safe, reliable, and easy means of marketing through online platforms. This is
due to a lack of reliability in terms of affiliates that can produce the demanded
number of new customers. As a result of this risk and bad affiliates, it leaves
the brand prone to exploitation in terms of claiming commission that isn't
honestly acquired. Legal means may offer some protection against this, yet
there are limitations in recovering any losses or investment. Despite this,

affiliate marketing allows the brand to market towards smaller publishers and
websites with smaller traffic. Brands that choose to use this marketing often
should beware of such risks involved and look to associate with affiliates in
which rules are laid down between the parties involved to assure and minimize
the risk involved.
 Display advertising - As the term implies, online display advertising deals with
showcasing promotional messages or ideas to the consumer on the internet.
This includes a wide range of advertisements like advertising blogs, networks,
interstitial ads, contextual data, ads on search engines, classified or dynamic
advertisements, etc. The method can target a specific audience tuning in from
different types of locals to view a particular advertisement, the variations can
be found as the most productive element of this method.
 Email marketing - Email marketing in comparison to other forms of digital
marketing is considered cheap; it is also a way to rapidly communicate a
message such as their value proposition to existing or potential customers. Yet
this channel of communication may be perceived by recipients to be
bothersome and irritating especially to new or potential customers, therefore
the success of email marketing is reliant on the language and visual appeal
applied. In terms of visual appeal, some indications using graphics/visuals that
are relevant to the message which is attempting to be sent, yet less visual
graphics to be applied with initial emails are more effective in-turn creating a
relatively personal feel to the email. In terms of language, style is the main
factor in determining how captivating the email is. Using a casual tone invokes
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 a warmer and gentle and inviting feel to the email in comparison to a formal
style. For combinations; it's suggested that to maximize effectiveness; using no
graphics/visual alongside casual language. In contrast, using no visual appeal
and a formal language style is seen as the least effective method.
 Search engine marketing - Search engine marketing (SEM) is a form of
Internet marketing that involves the promotion of websites by increasing their
visibility in search engine results pages (SERPs) primarily through paid
advertising. SEM may incorporate Search engine optimization, which adjusts

or rewrites website content and site architecture to achieve a higher ranking in

search engine results pages to enhance pay per click (PPC) listings.
 Social Media Marketing - The term 'Digital Marketing' has several marketing
facets as it supports different channels used in and among these, comes
Social Media. When we use social media channels (Facebook, Twitter,
Pinterest, Instagram, Google+, etc.) to market a product or service, the
strategy is called Social Media Marketing. It is a procedure wherein strategies
are made and executed to draw in traffic for a website or to gain the attention
of buyers over the web using different social media platforms.
 Social networking service - A social networking service is an online platform
that people use to build social networks or social relations with other people
who share similar personal or career interests, activities, backgrounds or real-
life connections

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  In-game advertising - In-Game advertising is defined as the "inclusion of
products or brands within a digital game. The game allows brands or products
to place ads within their game, either in a subtle manner or in the form of an
advertisement banner. Many factors exist in whether brands are successful in
the advertising of their brand/product, these being: Type of game, technical
platform, 3-D and 4-D technology, game genre, congruity of brand and game,
prominence of advertising within the game. Individual factors consist of
attitudes towards placement advertisements, game involvement, product
involvement, flow, or entertainment. The attitude towards the advertising also
takes into account not only the message shown but also the attitude towards
the game. Dependent on how enjoyable the game is will determine how the
brand is perceived, meaning if the game isn't very enjoyable the consumer
may subconsciously have a negative attitude towards the brand/product being
advertised. In terms of Integrated Marketing Communication "integration of
advertising in digital games into the general advertising, communication, and
marketing strategy of the firm is important as it results in more clarity about the
brand/product and creates a larger overall effect.

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  Online public relations Video advertising - This type of advertising in terms of
digital/online means are advertisements that play on online videos e.g.
YouTube videos. This type of marketing has seen an increase in popularity
over time. Online Video Advertising usually consists of three types: Pre-Roll
advertisements which play before the video is watched, Mid-Roll
advertisements that play during the video, or Post-Roll advertisements that
play after the video is watched. Post-roll advertisements were shown to have
better brand recognition concerning the other types, where-as "ad-context
congruity/incongruity plays an important role in reinforcing ad memorability".
Due to selective attention from viewers, there is the likelihood that the
message may not be received. The main advantage of video advertising is that
it disrupts the viewing experience of the video and therefore there is difficulty in
attempting to avoid them. How a consumer interacts with online video
advertising can come down to three stages: Pre attention, attention, and
behavioral decision. These online advertisements give the brand/business
options and choices. These consist of length, position, adjacent video content
which all directly affect the effectiveness of the produced advertisement time,
therefore manipulating these variables will yield different results. The length of
the advertisement has shown to affect memorability where-as longer duration
resulted in increased brand recognition. This type of advertising, due to its
nature of interruption of the viewer, is likely that the consumer may feel as if
their experience is being interrupted or invaded, creating negative perception
of the brand. These advertisements are also available to be shared by the
viewers, adding to the attractiveness of this platform. Sharing these videos can
be equated to the online version of word by mouth marketing, extending the
number of people reached. Sharing videos creates six different outcomes:
these being "pleasure, affection, inclusion, escape, relaxation, and control". As
well, videos that have entertainment value are more likely to be shared, yet
pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend
from a mass amount of a brand advertisement can maximize the outcome of
an online video advert whether it be a positive or a negative outcome.

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  Native Advertising- involves the placement of paid content that replicates the
look, feel, and oftentimes, the voice of a platform's existing content. It is most
effective when used on digital platforms like websites, newsletters, and social
media. Can be somewhat controversial as some critics feel it intentionally
deceives consumers.
 Content Marketing- an approach to marketing that focuses on gaining and
retaining customers by offering helpful content to customers that improve the
buying experience and creates brand awareness. A brand may use this
approach to hold a customer’s attention to influence potential purchase
decisions.
 Sponsored Content- content created and paid for by a brand to promote a
specific product or service.
 Inbound Marketing- a market strategy that involves using content as a means
to attract customers to a brand or product. Requires extensive research into
the behaviors, interests, and habits of the brand's target market.

A firm needs to reach out to consumers and create a two-way communication model,
as digital marketing allows consumers to give back feedback to the firm on a
community-based site or straight directly to the firm via email. Firms should seek this
long term communication relationship by using multiple forms of channels and using
promotional strategies related to their target consumer as well as word-of-mouth
marketing.

Benefits of social media marketing

 Allows companies to promote themselves to large, diverse audiences that

could not be reached through traditional marketing such as phone and
email-based advertising
 Marketing on most social media platforms comes at little to no cost- making
it accessible to virtually any size business.
 Accommodates personalized and direct marketing that targets specific
demographics and markets.

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  Companies can engage with customers directly, allowing them to obtain
feedback and resolve issues almost immediately.
 The ideal environment for a company to conduct market research.
 Can be used as a means of obtaining information about competitors and
boost competitive advantage.
 Social platforms can be used to promote brand events, deals, and news.
 Platforms can also be used to offer incentives in the form of loyalty points
and discounts.

Planning

Digital marketing planning is a term used in marketing management. It describes the

first stage of forming a digital marketing strategy for the wider digital marketing
system. The difference between digital and traditional marketing planning is that it
uses digitally based communication tools and technology such as Social, Web,
Mobile, Schnabel Surface. Nevertheless, both are aligned with the vision, the mission
of the company and the overarching business strategy. Using Dr. Dave Chaffey's
approach, digital marketing planning (DMP) has three main stages: Opportunity,
Strategy, and Action. He suggests that any business looking to implement a
successful digital marketing strategy must structure its plan by looking at opportunity,
strategy and action. This generic strategic approach often has phases of situation
review, goal setting, strategy formulation, resource allocation and monitoring.

1) Opportunity

To create an effective DMP, a business first needs to review the marketplace and set
'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives.
They can set SMART objectives by reviewing the current benchmarks and key
performance indicators (KPIs) of the company and competitors. It is pertinent that the
analytics used for the KPI’s be customized to the type, objectives, mission, and vision
of the company.
To seize the opportunity, the firm should summarize its current customers' personas
and purchase journey from this they can deduce its digital marketing capability. This

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 means they need to form a clear picture of where they are currently and how many
resources they can allocate for their digital marketing strategy i.e. labour, time, etc. By
summarizing the purchase journey, they can also recognize gaps and growth for
future marketing opportunities that will either meet objectives or propose new
objectives and increase profit.

2) Strategy

To create a planned digital strategy, the company must review their digital proposition
(what you are offering to consumers) and communicate it using digital customer
targeting techniques. So, they must define an online value proposition (OVP), this
means the company must express clearly what they are offering customers online
e.g. brand positioning.
After doing this effectively, it is important to review the marketing mix for online
options. The marketing mix comprises the 4Ps – Product, Price, Promotion, and
Place. Some academics have added three additional elements to the traditional 4Ps
of marketing Process, Place, and Physical appearance making it 7Ps of marketing.

3) Action

The third and final stage requires the firm to set a budget and management systems;
these must be measurable touch points, such as the audience reached across all
digital platforms. Furthermore, marketers must ensure the budget and management
systems are integrating the paid, owned, and earned media of the company. The
Action and final stage of planning also require the company to set in place
measurable content creation e.g. oral, visual or written online media. After confirming
the digital marketing plan, a scheduled format of digital communications (e.g. Gantt
Chart) should be encoded throughout the internal operations of the company. This
ensures that all platforms used fall in line and complement each other for the
succeeding stages of digital marketing strategy.

Understanding the market

One way marketers can reach out to consumers, and understand their thought
process is through what is called an empathy map. An empathy map is a four-step

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 process. The first step is through asking questions that the consumer would be

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thinking about their demographic. The second step is to describe the feelings that the
consumer may be having. The third step is to think about what the consumer would
say in their situation. The final step is to imagine what the consumer will try to do
base on the other three steps. This map is so marketing teams can put themselves in
their target demographics’ shoes. Web Analytics is also a very important way to
understand consumers. They show the habits that people have online for each
website. One particular form of these analytics is predictive analytics which helps
marketers figure out what route consumers are on. This uses the information
gathered from other analytics and then creates different predictions of what people
will do so that companies can strategize on what to do next, according to the people's
trends.

 Consumer behavior- the habits or attitudes of a consumer that influences

the buying process of a product or service. ]
Consumer behavior
impacts virtually every stage of the buying process specifically concerning
digital environments and devices.
 Predictive analytics- a form of data mining that involves utilizing existing
data to predict potential future trends or behaviors. Can assist companies in
predicting the future behavior of customers.
 Buyer persona- employing research on consumer behavior regarding habits
like brand awareness and buying behavior to profile prospective customers.
Establishing a buyer persona helps a company better understand its
audience and its specific wants/needs.
 Marketing Strategy- strategic planning employed by a brand to determine
potential positioning within a market as well as the prospective target
audience; involves two key elements: segmentation and positioning. By
developing a marketing strategy, a company can better anticipate and plan
for each step in the marketing and buying process.

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Digital Marketing Trends

Digital is one of the fastest moving topics. A few years ago, AI was a distant future,
and now AI is the heart of global business and industry. Through programmatic
advertising, you can use AI to automate your ad buying, which helps you narrow
down your audiences. Conversational marketing arranges a quick one-to-one
connection between customers and digital marketers. Voice searches and smart
speakers changing the way people use to search and optimizing your content
for voice searches can create new opportunities for your business

Future Growth of Digital Marketing

By 2023, the number of active Indian internet users will reach almost 666 million.
Based on the report of Global Data, the Indian e-commerce market is pushing to 7
trillion rupees by 2023 because of lockdowns. According to a Goldman Sachs report,
the digital marketing career scope in the Indian market will be worth $160B by 2025,
which is three times the current value. Digital marketing is expected to create 20 lakh
jobs by 2020. The number of internet users is expected to reach 800 million by 2021.
If you are a digital marketer or want to get into digital marketing, your salary growth
will heavily depend on your skills

NEED FOR THE STUDY

Implementation and effect of digital marketing in a small retail business is an

individual's point of view in digital marketing, especially in small business. It helps to
find a way to increase sales online via digital marketing. This study will help in
reducing unwanted methods of online marketing and give better suited and more
attractive methods of digital marketing for customers

SCOPE OF THE STUDY

This study focuses on finding out the reaction of digital marketing of small
businesses. This study also finds out the buying behaviour factors in online and

21
normal shopping that helps to study the interest of customers. Further, this study
comes up with suggestions that help to improve better digital marketing campaigns,
especially for small businesses.

OBJECTIVES OF THE STUDY

Primary Objective

 To study and analyses the effort of digital marketing in a small retail business
in customers view.

Secondary Objective

 To examine effective brand presence on the internet.

 To examine the way to find customer attraction.
 To compare digital marketing with traditional marketing.
 To analysis the best media mode for digital presence.
 To develop the interest of customers in digital shopping.

LIMITATIONS OF THE STUDY

 Digital Marketing Research is never 100% accurate. In any research, there are
usually limitations and digital marketing research is certainly no exception
because of many reasons why accuracy can be affected.
 In this study, vast areas are not covered in the Chennai region.
 Due to covid restriction, some of the organisations were not allowed to take
survey questionnaires.
 Some of the respondents did not take the time to fill the questionnaire

22
 CHAPTER - 2

REVIEW OF

LITERATURE

2.1 REVIEW OF LITERATURE

B Rugova, B Prenaj Academic Journal of Business, (2016) - researchgate.net

Social media is a phenomenon that has transformed the interaction and
communication of individuals throughout the world. Social networking websites are
very popular and have become a daily practice in a lot of people's lives. These sites
have made a significant impact on the individual's life. However, social media is not
only a communication tool for amusement, but it is also an important part of marketing
strategies in business life.

Biswas, (2004) The research literature suggests that the prior knowledge of the
product knowledge is positively related to their perceived ability of information
provided to them and negatively related to prior product knowledge with those who
have lower product knowledge

Cavusgil, (2008) In this study, a researcher examines the impact of specific

marketing communication activities (advertising and sales force) on the physician.
The study is focused on Gastrointestinal drugs (GID) as one therapeutic category.
The researcher examines the financial impact (specifically, return on investment, or
ROI) of pharmaceutical promotional activities. The results of this study guide
managers as to how to optimize the promotional mix over a product's life cycle. It also
investigates the effect of various promotional efforts (direct-to-consumer advertising,
journal advertising, and sales force) on sales.

Chaffey et.al, (2003) defines Internet Marketing as “The use of the Internet and the
related digital technologies to achieve marketing objectives and support the modern
marketing concept. These technologies include the Internet media and other digital
media such as wireless mobile, cable and satellite media”.
23
Chaffey, (2007) It is important to understand the relationship between digital
communication and traditional communication in the old media; for example, TV,
radio, newspapers, magazines and billboard ads, the communication model was and
is one-to-many compared to one-to-one or many-to-many communication models in
digital media like blogs, social networks, wikis and other social media

Dave Chaffey (2002) defines eMarketing as ApplyingDigital technologies that form

online channels (Web, e-mail, statistics and databases, plus mobile/wireless & digital
TV) to contribute to marketing activities aimed at achieving profitable acquisition and
retention of consumers (within a multi-channel buying process and consumer
lifecycle) each and every one the way through improving our consumer knowledge (of
their profiles, behavior, value and trustworthiness, dependability and loyalty drivers),
then delivering integrated targeted communications and online services that match
their individual needs. (Chaffey's definition reflects the relationship marketing concept,
it emphasizes that it should not be the technology that drives Electronic marketing,
but the business model.

Delone and Reif (2004) Have found that at present consumers are more likely to
continue shopping online while they have greater know-how of online shopping. It is
also found that young adults have a more positive attitude towards online buying.

Farrar, M., (2010) The use of online promotions enable managers in an organization
to control cost and lead the company to success. There is the flexibility of advertising
media including television (TV), press, and billboards to attract potential customers or
the target market. However, managers should consider different agencies as digital
media to help meet the customer requirements including creative agencies,
technology builders, and content providers.

Foux (2006) suggests Social media is perceived by customers as a more trustworthy

source of information regarding products and services than communication generated
by organizations transmitted via the traditional elements of the promotion mix.

24
Goi 2009 and Muala & Qurneh (2012) showed that clear communication to the
target market is vital for the success of any marketing program. This involves sales
promotion, advertising, personal selling, public relations and direct marketing.

Greg Brian Martin, (2007), pg no. 99The role of exigencies in marketing: a rhetorical
analysis of three online social networks, thesis presented to the graduate school of
Clemson University. Increasingly are using social networks for promotional purposes
and to gauge consumer experiences with their organizations.

J Jarvinen, A Tollinen, H Karjaluoto Marketing, (2012) search.ebscohost.com This

study contributes to the emerging B2B digital marketing literature by providing a
realistic overview of the usage, measurement practices, and barriers surrounding
digital marketing in the era of social media. Investigating 145 B2B firms from various
industries reveals that despite the interest in social media, companies continue to
focus on one-directional communications with established digital tools.

Jeremy, (2010) Manufacturers are in a better position to monitor online discussions

about their products: most U.S. companies that depend on copyright and trademark
recognition currently engage in brand-protection activities through aggressive
surveillance and litigation. Hospitals in

JMT Balmer, DA Yen - Journal of Marketing Management, (2017) Taylor & Francis
The advent of what we call,' The Corporate Marketing Internet Revolution
Necessitates a radical rethinking of marketing practice and scholarship. As such,
mindful of the importance of the Internet and, in particular, the Internet of Things (IoT)
phenomenon, this article formally introduces and elucidates the Internet of Total
Corporate Communications (IoTCC) notion. Moreover, it particularises the nature and
importance of quaternary (fourth-order) total corporate communications.

25
Joanna Lord (2013) states that Online marketing in 2012 could be summed up in a
few words: mobile, big brands and Google updates. As we look back at the events
and advancements that shaped last year in online marketing, naturally we should look
forward and wonder what 2013 will have in store. While the execution of all this might
vary wildly, there is no doubt a few areas will capture our attention and be the driving
forces behind business decisions over the next 12 months

Jobber, (2007) The distribution of products, information and promotional benefits to

target customers through interactive communication in a way that allows a response
to be measured. It accounts for direct connections with carefully targeted individual
customers to obtain an immediate response and cultivate lasting customer
relationships.

JY Trivedi - Research Journal of Management Sciences, (2013) technivision.com

Small and medium enterprises (SMEs) have been the backbone of the Indian
economy. The good part first. Employing close to 40% of India's workforce and
contributing 45% to India's manufacturing output, SMEs play a critical role in
generating millions of jobs, especially at the low-skill level. The country's 1.3 million
SMEs account for 40% of India's total exports.

Kim and Lee (2002) have suggested that the design of the e-store influences
consumers‟access to the e-store. In the e-store, website design, design of product
and service contrast and information, time to complete an online order form, easy of
searching product and service, screen layout, screen complexity, page composition,
information retrieval methods, information display, use of colour and background,
assistance to the user and speed of accessing the e-store are notable factors
attracting e-consumers.

L Patrutiu-Baltes - Bulletin of the Transilvania University of Brasov,

(2016) Digital marketing has major importance in the marketing strategy of any
company regardless of sector, size or country of origin. Thus, more than ever, to

26
remain competitive, companies are forced to exploit this form of marketing, which
essentially can bring huge benefits at low costs. The main form of digital marketing is
inbound marketing, which represents an organic marketing form, based on the close
relationship between the company and its prospects or customers.

L Steinhoff, D Arli, S Weaven, IV Kozlenkova - Journal of the Academy of, (2019)

Springer, Online interactions has emerged as a dominant exchange mode for
companies and customers. Cultivating online relationships defined as relational
exchanges that are mediated by Internet-based channels presents firms with
challenges and opportunities. In lockstep with exponential advancements in
computing technology, a rich and ever-evolving toolbox is available to relationship
marketers to manage customer relationships online, in settings including e-
commerce, social media, online communities

LA Drags - straconsult.com (2018) This study reveals that SMEs in Mauritius have
been coming late in their appropriation of the digital and social media tools for
marketing and are still at a low level of engagement for those who have been using
the tools.

Lavie and Tractinsky (2004) have expressed the expressive aesthetics of web-
websites that convey a sense of creativity and uniqueness. This type of aesthetics is
probably serving an important role while shopping for specialty goods. The expressive
design is relevant to specialty goods because of their unique characteristics that
emphasized the shopping knowhow.
Mckinsey (2012) Pharmaceutical industry should move towards digital and
interactive media and from 2009 to date industry has adopted social media or digital
media offering the possibilities as online conversations with doctors and patients. In
an article entitled it was highlighted that social media still accounts for less than 1% of
an average marketing budget but chief marketing officers want to increase this to 5%.

MK Peter, C Kraft, J Lindeque - Journal of Strategy and Management, (2020)

emerald.com Purpose The purpose of this paper is to capture the collective

27
understanding of digital transformation (DT) across Swiss businesses and establish a
reference framework based on the strategic action field (SAF) theory.
Design/methodology/approach Several Swiss associations provided their databases
for an online survey. The large sample includes 2,590 participants from 1,854
organisations and delivered over 4,200 descriptions of DT, categorised into seven
SAFs. A cross-tabulation of SAF combinations by firm size identified.

MTPMB Tiago, JMC Veríssimo - Business horizons, (2014) Elsevier. Abstract

Changes in consumer behaviour require firms to rethink their marketing strategies in
the digital domain. Currently, a significant portion of the associated research is
focused more on the customer than on the firm. To redress this shortcoming, this
study adopts the perspective of the firm to facilitate an understanding of digital
marketing and social media usage as well as its benefits and inhibitors. The second
generation of Internet-based applications enhances marketing efforts by allowing
firms to implement innovation.

NF Mokhtar - International Journal of Business and Social Science, (2015) The

study provides insights into small business enterprises' perceptions of the adoption of
Internet marketing. Data were gathered from 10 in-depth semi-structured interviews
conducted with small business owners located in Malaysia. The findings indicate that
adopting Internet marketing assisted small business enterprises to have wider market
coverage, reduce marketing cost, and increase customer relationships.
OD Negoiţă, AA Purcărea, M Popescu FAIMA Business &, (2018) -
search.proquest.com Digitization is becoming more and more present in business,
not just changes in consumer behavior, but the adoption of new technologies, tools
and applications are highly disruptive, with immediate impact on the business of all
companies. This study aims to find out the degree of use of digital marketing by
companies in Bucharest Romania. A questionnaire was produced and distributed to
those responsible for marketing in the companies so that the results were conclusive.

28
Oswal & Deshmukh, (2012) Researcher studies current marketing practices in the
pharmaceutical sector, examining Medical Representatives, Doctors and Consumer-
oriented promotions. It presents examples of marketing practices and their impact on
consumer and doctor behaviour. It identifies the negative impacts of these practices.
This study is carried out in and around the Pune region for existing anti-diabetic
drugs.

P Alford, SJ Page - The Service Industries Journal, (2015) Taylor & Francis The
adoption of technology for marketing is essential for the survival of small businesses
and yet little is understood about owner-manager practice in this area. This paper
aims to address that gap through a qualitative study of 24 owner-managed small
businesses operating in the visitor economy. It found that there was a strong appetite
for the adoption of technology for marketing and a clear recognition of its
opportunities particularly related to how it could create a stronger market orientation.

PSH Leeflang, PC Verhoef, P Dahlström European management, (2014) Elsevier

Internet usage continues to explode across the world with digital becoming an
increasingly important source of competitive advantage in both B2C and B2B
marketing. A great deal of attention has been focused on the tremendous
opportunities digital marketing presents, with little attention on the real challenges
companies is facing going digital. In this study, we present these challenges based on
the results of a survey among a convenience sample of 777 marketing executives
around the globe.

Ratchford et al. (2001) have told that each and every one the way through the
Internet, consumers can gather information about merchandise and they compare a
product across suppliers at a low cost. They also can efficiently and effectively
analyze the offerings and easily locate a low price for a specified product.

RF Morgan - Journal of Marketing Management, (1996) Taylor & Francis, the

World Wide Web (WWW) will likely come to play a significant role in the marketing

29
strategies of many organisations, even when it fails to become the dominant
marketing communications channel. A framework is required whereby an organisation
can assess the potential of, develop a role for, create and manage a WWW site within
its marketing strategy. The WWW is an interactive channel offering potential for
many‐to‐many communications to all players in a market.

Rowley, (20011) Internet Advertising: It is a form of advertising that uses the Internet
to attract customers by delivering messages through websites or advertising banners
on other popular websites which leads online users to a company site. The company
website must be well-organized, well-designed and user-friendly to attract customers.

S Bhayani, NV Vachhani - FIIB Business Review, (2014) - journals.sagepub.com In

traditional marketing we attempt to make the public aware that we have a product or
service for sale. As per an online review article by McCauley, D.(2013), in traditional
marketing, using traditional marketing tools such as television, radio or direct mail, we
can expect a response rate of somewhere between 0.5% and 2% on outbound
messages. In other words, if we get that message out to 1000 people, we can expect
between 5 and 20 people to respond.

S Quinton, MA Khan - Direct Marketing: An International Journal, (2009) -

emerald.com Purpose–Organisations now regard having a website as mandatory but
as more businesses create websites the real challenge lies in driving traffic to a
specific web site. Little research attention has been paid to the issues for small and
medium enterprises (SMEs) of how to increase traffic to their website. This paper
addresses the issue of web site traffic generation for SMEs.

Stankovska, S Josimovski, C Edwards - Economic research, (2016) -

hrcak.srce.hr, this article investigates the usage of digital channels by UK small-and-
medium-sized enterprises (SMEs) and assesses the impact caused on their strategic
marketing position. The research is based on a statistical analysis of 66 surveyed
SMEs in the context of the digital era.

30
Taiminen, H., Karjaluoto, H.: The usage of digital marketing channels in SMEs,
(2018). The purpose of this paper is to provide insights into the utilization and goals of
digital marketing and examines factors that influence the adoption and use of digital
marketing channels in SMEs.

Urban Glen (2006) in his paper emphasizes that companies should act as advocates
in promoting customer interest if they have to win business and retain their
customers. In the author’s own words “When a company advocates for its consumers,
the consumers will in turn advocate for the company”. The author has cited many
valuable examples ranging from consumer products to high-value industrial products
and services to prove how various companies irrespective of the size of the company
adopt techniques to satisfy consumer interest. The author is silent about the cost
factor which could affect the company’s bottom line on sustenance.

Vollmer & Precourt, (2008) The internet has become a mass media vehicle for
consumer sponsored communication. It now represents the number one source of
media for customers at work and the number two source of media at home.
Customers are turning away from the traditional sources of advertising: radio,
television, magazines, and newspapers. Customers also consistently demand more
control over their media consumption. They require on-demand and immediate
access to information at their convenience. Customers are turning more frequently to
various types of social media to conduct their information searches and to make their
purchasing decisions

Zeithaml (2002) has defined that the success of e-tailing depends on the efficient
website design, efficient and effective shopping and prompt delivery. The other e-
store services are delivered in real-time, return and replacement process, the period
of filling out online orders form, speed of response time to e-consumers‟ queries.

31
 CHAPTER - 3
RESEARCH METHODOLOGY
RESEARCH DESIGN
In this study, Descriptive Research Design is used in research topic.
SAMPLING TECHNIQUE
The method of sampling adopted to conduct survey is Convenience Sampling
Method. The area of research is concentrated on digital marketing Industry in Tamil
Nadu.
SOURCES OF DATA
Primary Data
The primary data for this study is collected through questionnaire consisting of
multiple-choice questions.
Secondary Data
The secondary data is collected by referring by websites, journals, articles and
research paper.
STRUCTURE OF QUESTIONNAIRE
Multiple choice questions and Likert’s scale questions.
SAMPLE SIZE
Sample Size of 130 online customers those purchasing products from Online sites in
Tamil Nadu.
PERIOD OF STUDY
The period of study is carried out from January 2021 to March 2021 which is three
months of study.
HYPOTHESIS / ANALYTICAL TOOLS
 Percentage Analysis.
 Correlation.
 ANOVA.
 Independent T-test.

32
 CHAPTER - 4

DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS Table 4.1.1

Table showing gender wise classification of respondents

Particulars No. of Respondents Percentage

Male 83 55.33%

Female 47 31.33%

Total 130 86.67%

Source: Primary Data

Chart 4.1.1: Showing gender classification of

respondents Interpretation:
From the above table, it is interpreted that 63.85% are Male respondents and 36.15%
are Female respondents.

Inference:
Majority of the respondents are males.

33
 Table 4.1.2
Table showing age-wise classification of respondents

Particulars No. of Respondents Percentage

Below 20 Years 17 13.08%

21-30 Years 69 53.08%

31-40 Years 30 23.08%

41-50 9 6.92%

Above 50 Years 5 3.85%

Total 130 100.00%

Source: Primary Data

Chart 4.1.2: Showing age-wise classification of respondents

Interpretation:
From the above table, it is interpreted that 13.08% are Below 20 Years, 53.08% are
21-30 Years, 23.08% are 31-40 Years, 6.92%are 41-50 Years and 3.85% Above 50
Years respondents.
Inference:
Majority of the respondents are 21-30 Years.

34
 Table 4.1.3
Table showing qualification wise classification of respondents

Particulars No. of Respondents Percentage

Undergraduate 42 32.31%

Post Graduate 23 17.69%

Diploma 35 26.92%

school 17 26.92%

Other 13 10.00%

Total 130 113.85%

Source: Primary Data

Chart 4.1.3: Showing qualification wise classification of respondents

Interpretation:
From the above table, it is interpreted that 32.31% are undergraduate, 17.69% are
Postgraduate, 26.92% are diploma, 26.92% are school and 10%are other
respondents.
Inference:
Majority of the respondents are 32.31% are undergraduate.

35
 Table 4.1.4
Table showing marital status wise classification of respondents

Particulars No. of Respondents Percentage

Married 58 44.62%

Unmarried 72 55.38%

Total 130 100.00%

Source: Primary Data

Chart 4.1.4: Showing marital status wise classification of

respondents Interpretation:
From the above table, it is interpreted that 54.62% are married and 55.38% are
unmarried respondents.
Inference:
Majority of the respondents are 55.38% are unmarried.

36
 Table 4.1.5

Table showing occupation wise classification of respondents

Particulars No. of Respondents Percentage

STUDENT 40 30.77%

EMPLOYEE 29 22.31%

BUSINESS 22 16.92%

SELF EMPLOYEE 17 13.08%

GOVERNMENT EMPLOYEE 12 9.23%

OTHERS 10 7.69%

Total 130 100.00%

Source: Primary Data

Chart 4.1.5: Showing occupation wise classification of

respondents interpretation:
From the above table, it is interpreted that 30.77% are students, 22.51% are
employees, 16.92% are business, 13.08% are self-employees, 9.24% are
government employees and 7.69% are other respondents.
Inference:
Majority of the respondents are 30.77% are students.

37
 Table 4.1.6
Table showing annual income level wise classification of respondents

Particulars No. of Respondents Percentage

Under 1 lakhs 29 22.31%

1-3 lakhs 19 14.62%

3-5 lakhs 46 35.38%

5-10 lakhs 21 16.15%

above 10 lakhs 15 11.54%

Total 130 100.00%

Source: Primary Data

Chart 4.1.6: Showing annual income level wise classification of respondents

Interpretation:
From the above table, it is interpreted that 22.31% are under 1 lakhs, 14.62% are 1-3
lakhs, 35.38% are 3-5 lakhs, 16.15% are 5-10 lakhs and 11.54% are above 10 lakhs
respondents.
Inference:
Majority of the respondents are 35.38% are 3-5 lakhs.

38
 Table 4.1.7
Table showing daily internet usage wise classification of respondents

Particulars No. of Respondents Percentage

less than 1 hour 9 6.92%

1-2 hour 31 23.85%

2-3 hour 40 30.77%

3-4 hour 18 13.85%

4-5 hour 32 24.62%

Total 130 100.00%

Source: Primary Data

Chart 4.1.7: Showing daily internet usage wise classification of respondents

Interpretation:
From the above table, it is interpreted that 6.92% are less than 1 hour, 23.85% are 1-
2 hours, 30.77% are 2-3 hours, 13.85% are 3-4 hours and 24.62% are 4-5 hours
respondents.
Inference:
Majority of the respondents are 30.77% are 2-3 hours.

39
 Table 4.1.8
Table showing when do you feel need to shop in the online wise classification
of respondents

Particulars No. of Respondents Percentage

By seeing ads on TV 24 18.46%

By seeing ads online 35 26.92%

The popularity of product 56 43.08%

Online offers 27 20.77%

Others 40 30.77%
Source: Primary Data

Chart 4.1.8: showing when do you feel need to shop in the online wise
classification of respondents
Interpretation:
From the above table, it is interpreted that 18.46% are by seeing ads on TV, 26.92%
are by seeing ads online, 43.08% are popularity of the product, 20.77% online offers
and 30.77% others respondents.
Inference:
Majority of the respondents are 43.08% are popularity of the product.

40
 Table 4.1.9
Table showing what feature of online marketing attracts you the wise
classification of respondents

Particulars No. of Respondents Percentage

Unique and special 35 26.92%

Individual targeting 43 33.08%

Direct offer 39 30.00%

Easy to get aware of a 55 42.31%

product

Source: Primary Data

Chart 4.1.9: Showing what feature of online marketing attracts you

the otherwise classification of respondents
Interpretation:
From the above table, it is interpreted that 26.92% are unique and special, 33.08%
are individual targeting, 30% are direct offers and 42.32% are easy to get aware of
product respondents.
Inference:Majority of the respondents are 42.32% are easy to get aware of product
respondents.

41
 Table 4.1.10
Table showing will you buy products of local shops in online platform wise
classification of respondents

Particulars No. of Respondents Percentage

Yes 56 43.08%

No 53 40.77%

Maybe 21 16.15%

Total 130 100.00%

Source: Primary Data

Chart 4.1.10: Showing will you buy products of local shops in online
platform wise classification of respondents
Interpretation:
From the above table, it is interpreted that 43 08% are yes, 40.77% are no and
16.15% maybe respondents.
Inference:
Majority of the respondents are 43 08% are yes.

42
 Table 4.1.11

Table Showing Preferred payment in online shopping wise classification

of respondents

Particulars No. of Respondents Percentage

Cash On Delivery 60 46.15%
UPI 56 43.08%
Debit Card 46 35.38%
Credit Card 21 16.15%
Others 11 8.46%
Source: Primary Data

Chart 4.1.11: Showing preferred payment in online shopping wise

classification of respondents
Interpretation:
From the above table, it is interpreted that 46.15% are cash on delivery, 43.08% are
UPI, 35.38% are debit card and 8.46% are others respondents.
Inference:
Majority of the respondents are 46.15% are cash on delivery.

43
 Table 4.1.12
Table showing which product is most frequently buy-in online shopping wise
classification of respondents

Particulars No. of Respondents Percentage

Grocery 36 27.69%
Food 41 31.54%
Electronic Goods 91 70.00%
Clothes 59 45.38%
Furniture 15 11.54%
Toys 4 3.08%
Others 22 16.92%
Source: Primary Data

Chart 4.1.12: Showing which product is most frequently buy-in online

shopping wise classification of respondents
Interpretation:
From the above table, it is interpreted that 27.69% are grocery, 31.54% are food, 70%
are electronic goods, 45.38% are clothes, 11.54% are furniture, 3.08% and 16.92%
respondents.

Inference:
Majority of the respondents are 70% are electronic goods.

44
 Table 4.1.13:
Table showing commerce shopping is better than online shopping wise
classification of respondents

Particulars No. of Respondents Percentage

Strongly Agree 46 30.67%

Agree 34 22.67%

Neutral 40 26.67%

Disagree 7 4.67%

Strongly Disagree 4 2.67%

Source: Primary Data

Chart 4.1.13: Showing commerce shopping is better than online shopping wise
classification of respondents
Interpretation:
From the above table, it is interpreted that 30.67% strongly agree, 22.67% agree,
26.67% are neutral, 4.67% disagree and 2.67 strongly disagree respondents.
Inference:
Majority of the respondents are 30.67% strongly agree.

45
 Table 4.1.14
Table sowing online marketing is a more attractive wise classification of
respondents

Particulars No. of Respondents Percentage

Strongly Agree 29 22.31%

Agree 31 23.85%

Neutral 46 35.38%

Disagree 10 7.69%

Strongly Disagree 24 18.46%

Source: Primary Data

Chart 4.1.14: Showing online marketing is a more attractive wise

classification of respondents
Interpretation:
From the above table, it is interpreted that 22.31% strongly agree, 23.85% agree,
35.38% neutral, 7.69% disagree and 18.46% strongly disagree with respondents.
Inference:
Majority of the respondents are 35.38% neutral.

46
 Table 4.1.15:
Table showing digital marketing attracts more audience wise classification of
respondents

Particulars No. of Respondents Percentage

Strongly Agree 25 19.23%

Agree 35 26.92%

Neutral 46 35.38%

Disagree 14 10.77%

Strongly Disagree 20 15.38%

Source: Primary Data

Chart 4.1.15: Showing digital marketing attracts more audience

wise classification of respondents
Interpretation:
From the above table, it is interpreted that 19.23% strongly agree, 26.92% agree,
35.38% neutral, 10.77% disagree and 15.38% strongly disagree with respondents.
Inference:
Majority of the respondents are 26.92% agree.

47
 Table 4.1.16:
Table showing digital marketing image influence your buying behaviour wise
classification of respondents

Particulars No. of Respondents Percentage

Strongly Agree 20 15.38%

Agree 40 30.77%

Neutral 46 35.38%

Disagree 10 7.69%

Strongly Disagree 24 18.46%

Source: Primary Data

Chart 4.1.16: Showing digital marketing image influence your buying

behaviour wise classification of respondents
Interpretation:
From the above table, it is interpreted that 15.38% strongly agree, 30.77% agree,
35.38% neutral, 7.69% disagree and 18.46% strongly disagree with respondents.
Inference:
Majority of the respondents are 30.77% agree.

48
 Table 4.1.17
Table showing digital marketing image tailored product to customer’s wise
classification of respondents

Particulars No. of Respondents Percentage

Strongly Agree 10 7.69%

Agree 40 30.77%

Neutral 46 35.38%

Disagree 20 15.38%

Strongly Disagree 24 18.46%

Source: Primary Data

Chart 4.1.17: Showing digital marketing shows the tailored product

to customer’s wise classification of respondents
Interpretation:
From the above table, it is interpreted that 7.69% strongly agree, 30.77% agree,
35.38% neutral, 15.38% disagree and 18.46% strongly disagree with respondents.
Inference:
Majority of the respondents are 35.38% neutral.

49
 Table 4.1.18
Table showing digital marketing encourages you to shop online wise
classification of respondents

Particulars No. of Respondents Percentage

Strongly Agree 7 5.38%

Agree 35 26.92%

Neutral 49 37.69%

Disagree 23 17.69%

Strongly Disagree 26 20.00%

Source: Primary Data

Chart 4.1.18: Showing digital marketing encourages you to shop online

wise classification of respondents
Interpretation:
From the above table, it is interpreted that 5.38% strongly agree, 26.92% agree,
37.69% neutral, 17.69% disagree and 20% strongly disagree with respondents.
Inference:
Majority of the respondents are 37.69% neutral.

50
 Table 4.1.19
Table Showing are you satisfied with the digital marketing wise classification of
respondents

Particulars No. of Respondents Percentage

Highly Satisfied 41 31.54%

Satisfied 38 29.23%

Neutral 35 26.92%
Dissatisfied 10 7.69%

Highly Dissatisfied 6 4.62%

Total 130 100.00%

Source: Primary Data

Chart 4.1.19: Showing are you satisfied with the digital marketing
wise classification of respondents
Interpretation:
From the above table, it is interpreted that 31.5% highly satisfied, 29.23% satisfied,
26.92% neutral, 7.69% and 4.62% respondents.
Inference:
Majority of the respondents are 31.5% highly satisfied.

51
 Table 4.1.20
Table Showing are you satisfied with cost in online shopping when compared
to offline shopping wise classification of respondents

Particulars No. of Respondents Percentage

Highly Satisfied 29 22.31%

Satisfied 38 29.23%

Neutral 40 30.77%

Dissatisfied 11 8.46%

Highly Dissatisfied 12 9.23%

Total 130 100.00%

Source: Primary Data

Chart 4.1.20: Showing are you satisfied with cost in online shopping
when compared to offline shopping wise classification of
respondents
Interpretation:
From the above table, it is interpreted that 22.31% highly satisfied, 29.23% satisfied,
30.77% neutral, 8.46% and 9.23% respondents.
Inference:
Majority of the respondents are 29.23% satisfied.

52
 Table 4.1.21
Table Showing are you satisfied with targeted promotion wise classification of
respondents

Particulars No. of Respondents Percentage

Highly Satisfied 27 20.77%

Satisfied 37 28.46%

Neutral 35 26.92%

Dissatisfied 14 10.77%

Highly Dissatisfied 17 13.08%

Total 130 100.00%

Source: Primary Data

Chart 4.1.21: Showing are you satisfied with targeted promotion

wise classification of respondents
Interpretation:
From the above table, it is interpreted that 20.77% highly satisfied, 28.46% satisfied,
26.92% neutral, 10.77% and 13.08% respondents.
Inference:
Majority of the respondents are 28.46% satisfied.

53
 Table 4.1.22
Table showing are you satisfied with advertising in pictures and banners mode
wise classification of respondents

Particulars No. of Respondents Percentage

Highly Satisfied 28 21.54%

Satisfied 34 26.15%

Neutral 36 27.69%

Dissatisfied 18 13.85%

Highly Dissatisfied 14 10.77%

Total 130 100.00%

Source: Primary Data

Chart 4.1.22: showing are you satisfied with advertising in pictures and
banners mode wise classification of respondents
Interpretation:
From the above table, it is interpreted that 31.54% highly satisfied, 26.15% satisfied,
27.69% neutral, 13.85% and 10.77% respondents.
Inference:
Majority of the respondents are 31.54% highly satisfied.

54
 Table 4.1.23
Table showing are you satisfied with advertising in video mode wise
classification of respondents

Particulars No. of Respondents Percentage

Highly Satisfied 23 17.69%

Satisfied 42 32.31%

Neutral 25 19.23%
Dissatisfied 22 16.92%

Highly Dissatisfied 18 13.85%

Total 130 100.00%

Source: Primary Data

Chart 4.1.23: Showing are you satisfied with advertising in video mode
wise classification of respondents
Interpretation:
From the above table, it is interpreted that 17.69% highly satisfied, 32.31% satisfied,
19.23% neutral, 16.92% and 13.85% respondents.
Inference:Majority of the respondents are 32.31% satisfied.

55
 Table 4.1.24
Table showing are you satisfied with advertising in blog wise classification of
respondents

Particulars No. of Respondents Percentage

Highly Satisfied 32 24.62%

Satisfied 42 32.31%

Neutral 31 23.85%

Dissatisfied 10 7.69%

Highly Dissatisfied 15 11.54%

Total 130 100.00%

Source: Primary Data

Chart 4.1.24: Showing are you satisfied with advertising in blog wise classification
of respondents
Interpretation:
From the above table, it is interpreted that 24.62% highly satisfied, 32.31% satisfied,
23.85% neutral, 7.69% and 11.54% respondents.
Inference:
Majority of the respondents are 32.31% satisfied.

56
 Table 4.1.25
Table showing do you think digital marketing is beneficial to your online
shopping wise classification of respondents

Particulars No. of Respondents Percentage

Yes 66 50.77%

No 10 7.69%

Maybe 42 32.31%

Can not answer 12 9.23%

Total 130 100.00%

Source: Primary Data

Chart 4.1.25: Showing do you think digital marketing is beneficial to your

online shopping wise classification of respondents

Interpretation:
From the above table, it is interpreted that 50.77% yes, 7.63% no, 32.31%, and
9.23% cannot answer respondents.
Inference:
Majority of the respondents are 50.77% yes.

57
 Table 4.1.26
Table Showing how beneficial id digital marketing rate according to your wise
classification of respondents.

Particulars No. of Respondents Percentage

1 Very Low 6 4.62%

2 Low 19 14.62%

3 Moderate 29 22.31%

4 Highly 25 19.23%

5 Very Highly 51 39.23%

Total 130 100.00%

Source: Primary Data

Chart 4.1.26 Showing how beneficial id digital Marketing rate according to

you, wise classification of respondents
Interpretation:
From the above table, it is interpreted that 4.62% very low, 14.62% low, 22.31%
moderate, 19.32% highly and 39.23% very high respondents.
Inference:
Majority of the respondents are 39.23% very high.

58
 CORRELATION

HYPOTHESIS:

H0 (Null Hypothesis): There is no significant difference between between region and

Will Buy Products of Local Shops in Online Platform

H1 (Alternate Hypothesis): There is a significant difference between between region

and Will Buy Products of Local Shops in Online Platform

Table 4.2.1: Showing Correlation of between region and Will Buy Products of
Local Shops in Online Platform
Correlations

Location Will Buy Products of Local

Shops in Online Platform

Location Pearson Correlation 11 1 .213

Sig. (2-tailed) 0.015

N 130 130

Will Buy Products Pearson Correlation .213 1 1

of Local Shops in
online Platform

Sig. (2-tailed) 0.015

N 130 130

. Correlation is significant at the 0.05 level (2-tailed).

Inference:

The p-value is 0.015 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference location and
Satisfied with Advertising in Blog.

59
HYPOTHESIS:

H0 (Null Hypothesis): There is no significant difference between location and

Satisfied with Advertising in Blog.

H1 (Alternate Hypothesis): There is a significant difference between location and

Satisfied with Advertising in Blog.

Table 4.2.2: Showing Correlation of region and Satisfied with Advertising in

Blog.

Correlations

Location Satisfied with

Advertising in Blog

Location Pearson Correlation 11 -.185

Sig. (2-tailed) .036

N 130 130

Satisfied with Pearson Correlation -.185 111

Advertising in Blog

Sig. (2-tailed) .036

N 130 130

. Correlation is significant at the 0.05 level (2-tailed).

Inference:

The p-value is 0.036 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference location and
Satisfied with Advertising in Blog.

60
HYPOTHESIS:

H0 (Null Hypothesis): There is no significant difference Digital Marketing Attracts

More Audience and Are you Satisfied Targeted Promotion

H1 (Alternate Hypothesis): There is a significant difference between Digital

Marketing Attracts More Audience and Are you Satisfied Targeted Promotion

Table 4.2.3: Showing Correlation of Digital Marketing Attracts More Audience

and Are you Satisfied Targeted Promotion

Correlations

Digital Marketing Are you Satisfied

Attracts More Targeted Promtion
Audience

Digital Marketing Pearson 1 -.200

Attracts More Correlation
Audience

Sig. (2-tailed) .023

N 130 130

Are you Satisfied Pearson -.200 1

Targeted Promotion Correlation

Sig. (2-tailed) .023

N 130 130
. Correlation is significant at the 0.05 level (2-tailed).

Inference:

The p-value is 0.023 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference between
Digital Marketing Attracts More Audience and Are you Satisfied Targeted Promotion

61
 ANOVA

HYPOTHESIS:

H0 (Null Hypothesis): There is no significant difference between Are you Satisfied

with Digital Marketing and region.

H1 (Alternate Hypothesis): There is no significant difference between Are you

Satisfied with Digital Marketing and region.

Table 4.3.3: Showing ANOVA of Are you satisfied with Digital Marketing and
region.

ANOVA

Are you Satisfied with Digital Marketing

Sum of Squares df Mean Square F Sig.

Between Groups 8.351 2 4.176 3.136 .047

Within Groups 169.072 127 1.331

Total 177.423 129

Inference:

The p-value is 0.047 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference Are you
satisfied with Digital Marketing and region.

62
HYPOTHESIS:

H0 (Null Hypothesis): There is no significant difference between of Ecommerce

Shopping Better than Offline Shopping and Occupation

H1 (Alternate Hypothesis): There is a significant difference of Ecommerce Shopping

Better than Offline Shopping and Occupation.

Table 4.3.6: Showing ANOVA of Showing Ecommerce Shopping Better

than Offline Shopping and Occupation

ANOVA

Ecommerce Shopping Better than Offline Shopping

Sum of Squares df Mean Square F Sig.

Between Groups 33.175 5 6.635 2.61 .028

Within Groups 314.394 124 2.535 7

Total 347.569 129

Inference:

The p-value is 0.028 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference between
Ecommerce Shopping Better than Offline Shopping and Occupation.
63
 T-TEST

4.4.1HYPOTHESIS:

H0 (Null Hypothesis): There is no significant difference Are you satisfied with Digital
Marketing and Occupation.

H1 (Alternate Hypothesis): There is a significant difference Are you satisfied with

Digital Marketing and Occupation.

Table 4.4.1: Showing Independent Samples Test of between Are you satisfied
with Digital Marketing and Occupation.

Independent Samples Test

Levene's Test for t-test for Equality of Means

Equality of
Variances

F Sig. t df Sig. (2- Std. Error

tailed) Difference

Are you satisfied Equal .235 .360 -1.281 49 .206 -.362

with Digital variances
Marketing and assumed
Occupation

Equal -1.324 48.918 .192 -.362

variances
not
assumed

Inference:

The p-value is 0.206 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted, are you satisfied with Digital Marketing and Occupation.

64
4.4.3 HYPOTHESIS:

4.4.2 H0 (Null Hypothesis): There is no significant difference between are you

satisfied with digital marketing and Digital Marketing Beneficial to Online Shopping.

H1 (Alternate Hypothesis): There is a significant difference between are you

satisfied with digital marketing and Digital Marketing Beneficial to Online Shopping.

Table 4.4.2: Showing Group Statistics of between are you satisfied with
digital marketing and Digital Marketing Beneficial to Online Shopping

Independent Samples Test

Levene's Test for t-test for Equality of Means

Equality of
Variances

F Sig. t df Sig. (2- Std. Error

tailed) Difference

Are you Equal .190 .664 1.073 61 .288 -.415

satisfied with variances
digital assumed
marketing
Equal 1.128 13.250 .279 -.415
variances
not assumed

Inference:

The p-value is 0.288 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted. Therefore, there is a no significant difference between
are you satisfied with digital marketing and Digital Marketing Beneficial to Online
Shopping.

65
 CHAPTER - 5

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS OF THE STUDY

 It is found that 55.33% of the majority respondents are males.
 It is found that 53.08% of the majority respondents are between 21-30 years of
age.
 Majority respondents 55.37% are unmarried.
 It is found that 32.31% of the majority respondents have completed their
undergraduate degree.
 It is found that 30 67% of the majority respondents are students.
 It is found that 35.38% of the majority respondents have 3-5 lakhs annual
income.
 Majority respondents 30.66% are using the internet for 2-3 hours per day.
 Majority respondents 43.04% are shop online due to the popularity of the
product.
 It is found that 42.32 % of the majority respondents get attracted to online
marketing because it is easy to get aware of the product.
 It is found that 43.08% of the majority respondents agree on buying products
from local shops online.
 Majority respondents 46.11% said that they use cash on delivery as payment
in online shopping.
 Majority respondents 70% agree that they buy electronic goods.
 It is found that 30.67% of the majority respondents strongly agree that online
shopping is better than normal shopping.
 It is found that 35.38% of the majority respondents neutral that online
marketing is more attractive.
 It is found that 35.38% of the majority respondents neutral that digital
marketing attracts more customers.

66
 Majority 33.33% respondents are neutral that digital marketing influences
buying behavior.
 It is found that 35.83% of the majority respondents neutral that digital
marketing encourages shopping online.
 It is found that 31.54% of the majority respondents highly satisfied digital
marketing.
 Majority respondents 30.77% are neutral and satisfied with cost in online
shopping.
 It is found that 28.46% of the majority respondents satisfied that with targeted
promotion in digital marketing.
 Majority respondents 27.69% are neutral that image mode of digital marketing
is satisfied.
 It is found that 32.31% of the majority respondents satisfied that video mode of
digital marketing is satisfied.
 It is found that 32.31% of the majority respondents are satisfied with blog mode
of digital marketing.
 Majority respondents 50.77% are yes that digital marketing is satisfied.
 It is found that 39.23% of the majority respondents are given 5 in scale rating
that digital marketing is satisfied.
 The p-value is 0.015 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between region and Will Buy Products of Local Shops in Online
Platform
 The p-value is 0.023 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between Digital Marketing Attracts More Audience and Are you
Satisfied Targeted Promotion
 The p-value is 0.023 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between Digital Marketing Attracts More Audience and Are you
Satisfied Targeted Promotion

67
 The p-value is 0.047 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference Are you satisfied with Digital Marketing and region.
 The p-value is 0.028 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between Ecommerce Shopping Better than Offline Shopping and
Occupation.

 The p-value is 0.206 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted, Are you satisfied with Digital Marketing and
Occupation.
 The p-value is 0.288 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted. Therefore, there is a no significant difference
between are you satisfied with digital marketing and Digital Marketing
Beneficial to Online Shopping.

68
SUGGESTIONS

As a result of this certain suggestions is put forth in order to gain more customers
online and increase the brand presence in the online.

 Many customers have suggested reducing the cost of online charges.

 Also, many customers are interested in cash on delivery.
 Many people are using internet and online shopping to target them with
tailored digital ads.
 Many people liked ads in video format, publishing ads in video format reaches
more people.
 Digital marketing influence buying behavior, easily attract that people with right
kind of ads to right person in digital marketing
 More people are willing to buy products from local stores online, marketing with
the help of digital marketing can achieve more.

69
CONCLUSION

Digital channels in marketing have become an essential part of strategy of many

companies. Nowadays, even for small business owners there is a very cheap and
efficient way to market his/her products or services. Digital marketing has no
boundaries. Companies can use any devices such as smartphones, tablets, laptops,
televisions, game consoles, digital billboards, and media such as social media, SEO
(search engine optimization), videos, content, e-mail and lot more to promote the
company itself and its products and services. Digital marketing may succeed more if it
considers user needs as a top priority. Digital marketing results won’t also come
without an attempt, without trial (and error). Companies should create innovative
customer experiences and specific strategies for media to identify the best path for
driving up digital marketing performance.

70
 REFERENCES:

1. Alford, P., Page, S.J.: Marketing technology for adoption by small business.
Service Ind. J. 35(11–12), 655–669 (2015)
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 APPENDIX - I (QUESTIONNAIRE)

IMPLEMENTATION AND EFFECT OF DIGITAL MARKETING IN A SMALL RETAIL

BUSINESS
1. Name
2. Gender

a. Female
b. Male
c. Prefer not to say
d. Others

3. Age

a. Below 20
b. 21-30
c. 31-40
d. 41-50
e. above 51

4. Qualification

a. School Level
b. Diploma
c. U.G
d. P.G
e. Others

5. Marital Status

a. Married
b. Unmarried

6. Location
a. Urban
b. Rural
c. Suburban

7. Occupation

a. Student
b. Employee
c. Self Employee
d. Government Employee
e. Business
f. Others

8. Annual Income Level

a. under 1 lakhs
b. 1-3 lakhs
c. 3-5 lakhs
d. 5-10 lakhs
e. above 10 lakhs

9. How often do you use the Internet everyday?

a. Less than one hour

b. 1-2 hours
c. 2-3 hours
d. 3-4 hours
e. More than 4 hours
10. When do you feel the need to shop online?

a. By seeing ads in tv
b. By seeing ads in online
c. Popularity of the product
d. Online offers
e. Others

11. What feature of online marketing attracts you

a. unique and special

b. individual targeting
c. direct offer
d. easy to get aware on product

12. Will you buy products of local shops in online platform

a. Yes
b. No
c. Maybe

13. Preferred payment in online shopping

a. Cash On Delivery
b. UPI
c. Debit Card
d. Credit Card
e. Other:
14. Which Product is most frequently buy in Online Shopping?

a. Grocery
b. Food
c. Electronic Goods
d. Clothes
e. Furniture
f. Toys
g. Other:

15. Online marketing is more attractive

(1-Strongly Disagree, 2-Disagree, 3-Neither Agree or Disagree, 4-Agree,

5-Strongly Agree)
1 2 3 4 5

16. Digital marketing attracts more audience

(1-Strongly Disagree, 2-Disagree, 3-Neither Agree or Disagree, 4-Agree,
5-Strongly Agree)
1 2 3 4 5

17.Digital marketing shows tailored product to customer

(1-Strongly Disagree, 2-Disagree, 3-Neither Agree or Disagree, 4-Agree,
5-Strongly Agree)
1 2 3 4 5
18. Digital marketing encourages you to shop online digital marketing influence your
buying behavior ecommerce shopping is better than online shopping

(1-Strongly Disagree, 2-Disagree, 3-Neither Agree or Disagree, 4-Agree,

5-Strongly Agree)
1 2 3 4 5

19. Are you satisfied with digital marketing?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5

20. Are you satisfied with cost in online shopping?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5
21. When compared to offline shopping?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5

22. Are you satisfied with targeted promotion?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5

23. Are you satisfied with advertising in pictures and banners mode?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5

24. Are you satisfied with advertising in video mode?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5
25. Are you satisfied with advertising in blog?

(1-Highly Dissatisfied, 2-Dissatisfied, 3-Neither Satisfied or

Dissatisfied, 4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5

26. Do you think digital marketing is beneficial to your online shopping?

a. Yes b. No c. Maybe

27. If yes, who beneficial rate the scale according to you

1 2 3 4 5
1