MINOR PROJECT REPORT

Cover page

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DIGITAL MARKETING

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CHAPTER 1 INTRODUCTION

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 Digital marketing

Digital marketing involves the strategic utilization of online channels, platforms, and
technologies to advertise products, services, or brands to a specific audience. It has transformed
the way companies interact with consumers by harnessing the power of the internet, social
media, search engines, email, mobile apps, and other digital tools to connect with and influence
potential customers. Unlike conventional marketing methods that depend on print, television,
and radio, digital marketing is more cost-efficient and data-driven, enabling businesses to
monitor user engagement, assess campaign effectiveness, and refine their strategies in real-time
for improved outcomes.
A significant benefit of digital marketing is its ability to target audiences with precision through
various techniques such as search engine optimization (SEO), pay-per-click (PPC) advertising,
social media campaigns, content creation, email outreach, and influencer partnerships. These
approaches allow businesses to craft personalized messages based on key factors like
demographics, interests, geographic location, and online behavior, resulting in higher
engagement and conversion rates. Furthermore, automation tools and artificial intelligence (AI)
have enhanced the effectiveness of digital marketing efforts by streamlining tasks, optimizing
content, and improving customer interactions.
As technological advancements continue to shape consumer behavior, digital marketing must
evolve to incorporate emerging trends and innovations. The growing influence of video
marketing, voice search, augmented reality (AR), virtual reality (VR), and interactive content
has redefined how brands establish meaningful connections with their audiences. Additionally,
concerns over data privacy and increasingly stringent regulations make it essential for
businesses to adopt ethical marketing practices and maintain transparency with consumers. In
the modern digital landscape, having a well-structured digital marketing strategy is no longer
optional but a crucial factor for companies striving to remain competitive, expand their market
presence, and foster long-term customer relationships.

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1.1 Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, radio and TV advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

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 1.2 Types of Digital Marketing
In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively seeking the
content, such as display advertising on websites and news blogs. Email, text messaging and web feeds
with customized

Contents can also be classed as push digital marketing when the recipient has not actively sought the
marketing message. Push marketing allows you to target your demographics and use your marketing
dollars to promote your product to the people you know are interested in what you have to sell. A push
marketing campaign can be more expensive when it comes to upfront costs, so you really need to be sure
that your marketing is going to reach the right people at the right time. Behaviour targeting is good
example for push digital marketing.

Here's a breakdown of the meaning:

1. Digital Marketing: This refers to the use of digital channels, such as websites, social media,
email, search engines, mobile apps, and other online platforms, to reach consumers and promote
products or services.

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 2. The New Face: This phrase implies a significant shift or evolution. It suggests that digital
marketing has replaced or significantly transformed traditional forms of marketing
communication, such as print advertising, television commercials, and direct mail.

3. Marketing Communication: This encompasses all the ways businesses communicate with their
target audience to convey messages about their products or services, build brand identity, and
stimulate demand.

In essence, "Digital marketing - the new face of marketing communication" highlights the dominance
of digital channels and techniques in contemporary marketing practices, reflecting the widespread
adoption of online platforms by businesses to connect with consumers in today's digital age.

Digital marketing offers a wide range of benefits for businesses, regardless of their size or industry.
Here are some key advantages:

1. Global Reach: With digital marketing, businesses can reach a global audience without the
constraints of geographical boundaries. Through various online channels, companies can
targetpotential customers around the world, expanding their market reach exponentially.

2. Cost-Effective: Compared to traditional marketing methods like print advertising or TV

commercials, digital marketing tends to be more cost-effective. Online advertising platforms
offer flexible budgeting options, allowing businesses to allocate their resources efficiently and
achieve better returns on investment (ROI).

3. Targeted Advertising: Digital marketing enables precise targeting of specific demographics,

interests, behaviors, and locations. This allows businesses to tailor their marketing messages
to the most relevant audience segments, increasing the effectiveness of their campaigns and
minimizing wasted resources.

4. Measurable Results: One of the significant advantages of digital marketing is its

measurability.Businesses can track various metrics such as website traffic, conversion rates,
engagement levels, and return on ad spend in real-time. This data-driven approach allows
companies to analyze the performance of their campaigns and make informed decisions to
optimize their marketing strategies.

5. Enhanced Engagement: Through social media, email marketing, and other digital channels,
businesses can engage directly with their audience in meaningful conversations. This
interactionfosters customer loyalty, builds brand trust, and encourages repeat purchases.
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 6. Personalization: digital marketing enables personalized communication with
customers based on their preferences, past interactions, and purchase history.
By delivering relevant and timely content, businesses can create more
meaningful connections with theiraudience and drive higher conversion rates.

7. Improved Customer Insights: Digital marketing tools and analytics provide valuable
insights into customer behavior, preferences, and trends. By understanding their audience
better, businesses can refine their marketing strategies, develop new products or services, and
enhancethe overall customer experience.
8. Flexibility and Adaptability: In the fast-paced digital landscape,
businesses can quickly adapt their marketing efforts to changing market
conditions, consumer behavior, and emerging trends. This agility
allows companies to stay ahead of the competition and capitalize on
new opportunities as they arise.

Overall, digital marketing offers businesses a powerful and versatile toolkit for reaching and engaging
with their target audience effectively, driving growth, and achieving their business objectives in today's
digital age.

Digital marketing cause" could refer to several things depending on the context. Here are a few
interpretations:

1. Cause and Effect: This interpretation suggests examining the effects or outcomes of digital
marketing efforts. For example, what are the causes of increased website traffic, higher
conversion rates, or improved brand awareness as a result of digital marketing campaigns?

2. Social Cause Marketing: This refers to using digital marketing techniques to promote social
causes, such as environmental sustainability, social justice, or community development.
Businesses or organizations may use digital platforms to raise awareness, mobilize support, and
drive action for a particular cause.

3. Digital Marketing Campaign for a Cause: This implies using digital marketing strategies and
tactics to promote a specific cause or initiative. For instance, a nonprofit organization might
launch a digital marketing campaign to raise funds for disaster relief, advocate for a policy
change, or support a humanitarian cause.

4. Negative Effects of Digital Marketing: On the flip side, "digital marketing cause" could also

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 refer to the negative consequences or downsides associated with digital marketing practices. This
might include issues such as privacy concerns, data breaches, online harassment, or the spread of
misinformation through digital channels.

Without further context, it's essential to clarify the specific meaning intended when discussing the
"cause" in the context of digital marketing.
The future of digital marketing holds numerous opportunities for businesses to innovate, expand their
reach, and engage with customers in more meaningful ways. Here are some potential opportunities:

1. Artificial Intelligence (AI) and Machine Learning: AI and machine learning technologies are
transforming digital marketing by enabling personalized experiences, predictive analytics, and
automation. Businesses can leverage AI-powered tools for customer segmentation, content
optimization, chatbots for customer service, and dynamic pricing strategies.

2. Voice Search Optimization: With the increasing adoption of voice-activated devices like smart
speakers and virtual assistants, optimizing content for voice search presents a significant
opportunity. Businesses can optimize their websites and content for voice queries to improve
visibility and attract voice search traffic.

3. Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies offer immersive
and interactive experiences that can enhance digital marketing efforts. Businesses can use AR
and VR for product demonstrations, virtual tours, interactive ads, and engaging storytelling to
capture audience attention and drive engagement.

4. Ephemeral Content: The rise of ephemeral content on platforms like Snapchat, Instagram
Stories, and Facebook Stories presents opportunities for real-time engagement and authentic
brand storytelling. Businesses can leverage ephemeral content to showcase behind-the-scenes
glimpses, product launches, user-generated content, and limited-time offers to create a sense of
urgency and FOMO (fear of missing out).

5. Influencer Marketing: Influencer marketing continues to be a powerful strategy for reaching

target audiences and building brand credibility. As the influencer landscape evolves, businesses
can explore collaborations with micro-influencers, nano-influencers, and industry experts to
drive authenticity and relevance in their marketing campaigns.

6. Personalization at Scale: Advances in data analytics and marketing automation enable

businesses to deliver highly personalized experiences at scale. By leveraging customer data and
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 behavioral insights, businesses can tailor content, offers, and recommendations to individual
preferences, increasing engagement and conversion rates.

7. Privacy-First Marketing: With increasing concerns about data privacy and regulatory changes
like GDPR and CCPA, there is a growing emphasis on privacy-first marketing practices.
Businesses that prioritize transparency, consent, and data security in their digital marketing
efforts can build trust with consumers and differentiate themselves in the marketplace.

8. Cross-Channel Integration: Integrating digital marketing efforts across multiple channels and
touchpoints allows businesses to create cohesive and seamless customer experiences. By aligning
messaging, branding, and offers across channels such as social media, email, website, and mobile
apps, businesses can nurture leads, drive conversions, and foster long-term customer
relationships.

Overall, the future of digital marketing is filled with opportunities for businesses to leverage emerging
technologies, consumer trends, and evolving industry standards to stay ahead of the competition and
deliver value to their audiences.

Digital marketing and communication play a crucial role in today's business landscape for several
reasons:
1. Global Reach: Digital marketing allows businesses to reach a global audience irrespective of
geographical boundaries. Through online channels such as social media, search engines, and
websites, companies can connect with potential customers worldwide, expanding their market
reach exponentially.
2. Cost-Effectiveness: Compared to traditional marketing methods like print advertising or TV

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 commercials, digital marketing tends to be more cost-effective. Online advertising platforms
offer flexible budgeting options, allowing businesses to allocate their resources efficiently and
achieve better returns on investment (ROI)

3. Targeted Advertising: Digital marketing enables precise targeting of specific demographics,

interests, behaviors, and locations. This level of targeting ensures that marketing messages reach
the most relevant audience segments, increasing the effectiveness of campaigns and minimizing
wasted resources
4. Measurable Results: One of the significant advantages of digital marketing is its measurability.
Businesses can track various metrics such as website traffic, conversion rates, engagement levels,
and return on ad spend in real-time. This data-driven approach allows companies to analyze the
performance of their campaigns and make informed decisions to optimize their marketing
strategies.

5. Customer Engagement and Interaction: Through social media, email marketing, and other
digital channels, businesses can engage directly with their audience in meaningful conversations.
This interaction fosters customer loyalty, builds brand trust, and encourages repeat purchases.

6. Personalization: Digital marketing enables personalized communication with customers based

on their preferences, past interactions, and purchase history. By delivering relevant and timely
content, businesses can create more meaningful connections with their audience and drive higher
conversion rates.

7. Enhanced Customer Insights: Digital marketing tools and analytics provide valuable insights
into customer behavior, preferences, and trends. By understanding their audience better,
businesses can refine their marketing strategies, develop new products or services, and enhance
the overall customer experience.

8. Flexibility and Adaptability: In the fast-paced digital landscape, businesses can quickly adapt
their marketing efforts to changing market conditions, consumer behavior, and emerging trends.
This agility allows companies to stay ahead of the competition and capitalize on new
opportunities as they arise.

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• Content Marketing – a marketing strategy consisting in the regular creation of well-thought-out
marketing content in order to arouse the recipient’s expected emotions and encourage him/her to
interact, where in the modern world it is characterized by the creation of valuable content that will

• The content marketingstrategy itself should always be built in accordance with the communication
strategy, where the content created by the broadcaster should not be published in isolation from the
main assumption of

the communication brand (Stararz, 2015). Content marketing has evolved strongly in recent years,
and more importantly it has become the core of digital marketing as the value of the message is
built on the content. Moreover, it is the core of digital marketing itself, as it contains content that is
– apart from graphic contact – the basis for communicating with the recipients.
• E-mail marketing – one of the oldest digital marketing channels, based on
direct marketing, defined as a message addressed directly to a selected, single

recipient. Apart from creating a brand image, the aim of direct marketing is to obtain an almost
immediate, expected reaction of the recipient, such as making a purchase or downloading or ordering
given materials from the e-mail content. The basis for direct marketing activities are the address
lists containing detailed data about current or potential customers. E-mail marketing operates
primarily on several levels, where the first and key are the mailing databases, collected over time e-
mail contacts of recipients, which allow to create a set of so-called ‘packages’ of e-mails containing
user data. This is the basis to move to the next level, i.e. cyclical activities, where the most popular
version of such process is the newsletter. E-mail marketing as a process of Internet communication
includes strictly defined cyclical activities:
a) collecting and creating e-mail databases,
b) management of the collected databases of e-mail addresses,
c) sending e-mails (e.g. newsletter),
d) reaction to feedback e-mails or other feedback from recipients,
e) analysis and creation of action plans.
The main task of e-mail marketing is primarily to create relationships with customers, build image
and generate sales. This generates demand, not merely satisfies it, and this is one of the basic
differences compared to other key elements of digital marketing.
• Mobile marketing – a wide range of marketing activities that use wireless communication devices
to create relationships with the recipient. Mobile marketing can be considered in terms of offline
activities, i.e. including activities of short content using SMS or MMS communicator, which are
currently the most common offline activities and are used with the help of content marketing for
loyalty programs of many companies and, as in the case of e-mail marketing, for
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cyclical electronic newsletters.

• Online activities, i.e. those operating in real time mode, include the occurrence of responsive sites,
optimized for actions on phones and mobile applications. Both the sites and the applications form
the base for content and marketing professionals to reach as many users as possible, hence they are
the right channel for content distribution. According to PwC Global Entertainment and Media
Outlook 2014-2018 estimates, the revenue of the global mobile advertising market in 2014

exceeded that of the online advertising market. The often appearing definition of e-business is
based largely on this element of digital marketing. This is evidenced by the fact that all websites
and online stores created for desktop versions are optimized for mobile phones and tablets. Nearly
75.6% of mobile phone users use smartphones enabling mobile activities on the network, according
to the 2019 study by the Office of Electronic Communications.
• Web analysis – relatively the youngest and at the same time the most developing element of digital
marketing, which is not strictly a channel of digital communication but only a tool used to measure,
collect, analyze and report data

in order to understand and optimize the usefulness of digital tools. Internet analysis helps not only
to measure the effects of a marketing campaign by measuring the traffic on a website, but also to
estimate the change in traffic after launching a new communication campaign (Ołdak, 2010, p. 10).
It is certainly an inseparable element of digital marketing in the 21st century, especially in its second
decade, where data analysis, and especially its youngest field – Big Data – plays such an important
role in e-marketing activities. Web analysis optimizes costs, customer targeting and market
segmentation. Nowadays, one can observe a strong trend based on control and analysis of every
Internet marketing software that indirectly generates profits for a given business entity, which
happens both from in-built algorithms inside the program as well as external software dedicated to
tracking the effectiveness of marketing campaigns in the network.
• Search-engine marketing – one of the most key and thus complex channels of modern digital
marketing. Search-engine marketing is an activity aimed at obtaining the best positions in the
search engine, engaging in work with search engine algorithms on selected key phrases entered by
users in a search engine query, as well as participation in marketing campaigns of browsers created
in dedicated software. Marketing in search engines can be mainly divided into two key areas:

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 Search-Engine Optimization (SEO) is based largely on the configuration and selection of phrases
consistent with the content on the pages. These actions are long-term and time-consuming, and the
positioning itself has no clear standards of conduct, it is somewhat disordered by search engines.

This action is supposed to lay a solid foundation for search engine robots, which index the most
valuable pages. Thanks to positioning, pages of a lower standard can also appear in search engines
on high positions, because they circumvent the browser’s guidelines for ‘natural’ behaviour within
the site, such as linking according to users' interests or maintaining high standards of user
experience. These activities are particularly interesting for profit-generating sites, i.e. online stores.
The influence of thposition in searches is influenced by the system of internal and external links,
which help the website to match the interests of customers. The linking system is also connected
with metatags that determine the position in the search engine in relation to phrases. Currently, 90%
ofoptimizationoperations take place in the Google search engine, which has undoubtedly dominated
the market since the late 1990s. The second key pillar for marketing in search engines there are fees
for the clicks of ads. This form of advertisements is based on the auction system in which modern
browsersand websites contain auction elements, which offer the possibility of displaying for an
appropriatefee determined in the auction process. The whole process takes place in fractions of
seconds in the background of the whole site using an appropriate algorithm. This form is
characterized by a lucrative billing system for both the recipient and the sender of the advertisement,
because one pay forthe click and not just the display of the advertisement which may not give a
reliable result.
• Social media marketing – activities consisting in gaining attention and generating Internet traffic
by means of social networking sites. Social networks such as Facebook, Twitter, LinkedInYouTube,
Instagram and thematic blogs are used to promote the brand. Social media have recentlybeen playing an
increasingly important role in the marketing activities of many companies, mainlydue to the fact that they are
easily accessible and are intended to help build the brand and customer relations.
Social media marketing enables direct access to the desired target group, defined at the time by the
broadcaster, and additionally lowers the costs of marketing activities by means of optimization measures
mainly focused on the behavioural and demographic differences of the recipients

. The entre- preneur can freely manipulate the data collected in the process of Internet communication by
means of social media and analyse them, thus selecting the most appropriate product offer directed to the
client-user profile. This is because of the sensitive data in the profiles of social media users such as age,
interests, background and interactions that they engage in with other users, and this allows to create patterns
of certain behaviour that are needed for further analysis.

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Digital marketing revolves around the Internet, which explains why people tend to believe that
digital marketing and Internet marketing are synonymous. Nonetheless, they are different. Internet
marketing falls under the category of digital marketing. Internet marketing encompasses digital
marketing services such as search engine optimization, display advertising, and email marketing.
Digital Media Marketing or Digital Marketing The term 'digital marketing' was first used in the
1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way
to create a relationship with the consumer that has depth and relevance.

This research work on “Digital Marketing” is one completely discussing about digital or new media
agencies. There was a time when Television was the most popular medium for Marketer to promote,
spread awareness and generate leads for their products but now the trend has changed and Digital
media has taken itsplace. Main reason for this change was  Traditional methods are expensive.
Compared to digital marketing channels, you could end up spending thousands of dollars more. 
Traditional marketingchannels fail to provide instant feedback and reports about who saw or heard
an ad, and took action.

This data is collected long after the initial ad impression is made (and still then, the statistics are far
from exact numbers). Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is being viewed, how
often, how long, as well as other statistics such as sales conversions.

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 CHAPTER 2

LITERATURE REVIEW

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Thapar & Sharma (2013) in their study on role of social networking sites in some key cases throws
a light on the growing popularity of social networking sites. The study showed that people have got
their own media to raise their voice and stand for their rights. Author thinks that social media
possess the character of true democratization of information. Study concludes that the participatory
nature of Social Networking Sites cuts through caste and class barriers
. Hajli (2014) studied the impact of social media on consumers. He has discussed that social media
has provided new opportunities to consumers to interact and communicate worldwide. Online
communities are playing an important role in the growth and development of businesses also. He
has concluded that recent advancements and 46 technological innovations on internet have
facilitated the consumers as well as the businesses.
Semeradova & Weinlich (2014) threw light on new trends in digital marketing and possibilities of
their applications in marketing strategies. They have discussed the possibilities of using mobile
devices in the implementation of marketing strategies for businesses. They have also discussed
about creating digital marketing strategies for business houses. They have concluded business
organizations can’t ignore the new possibilities and trends in digital marketing.

Kumar et al. (2014) studied the factors which influence consumer buying behaviour in cosmetic
products. The objective of the study is to find out internal as well as the external factors which
influences the purchasing behaviour of consumers in cosmetic products. They have test different
hypothesis for the study. They have found that there is the influence of different factors like cultural
dimensions, aspiration groups. They have also found that there is a kind of significant difference
between level of income and the social dimension of the respondents. The results also show that
there is also an influence of social factors on dependents. Young people are influenced by the
reference or aspiration groups.

Sathya (2015) studied the digital marketing and impact of Digital Marketing on consumer purchase.
In this study it is explained that digital marketing is the medium of electronic communication among
consumers and the marketers. The study is conducted on 100 consumers to clarify the different
objectives like usefulness of digital marketing in the competitive market and

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the impact of digital marketing on the consumer purchase. It is found in the study that digital
marketing has a great future and maximum consumers like it and love to purchase things online,
people are aware of the terminologies of digital marketing. They concluded that digital marketing
is emerging as one of the important and crucial approaches for the business organizations.

Sridevi & Kumar (2015) conducted research on emerging trends in online marketing. They have
discussed about that how PC penetration has increased use of new digital tools to enhance the
customer services and the product development. They have also tried to explain the different
advantages of online marketing like convenience, interactive and immediate etc. They have also
discussed about different types of online marketing like: online 47 advertising, search engine
marketing, email marketing etc. They have also discussed the important points like development of
online marketing strategies, success of online marketing, online networking etc. They have
concluded that in digital market place a good content and its presentation is considered as the most
important factor which decide the fate of online marketing.

Durai & King (2015) discussed the impact of digital marketing on the growth of consumerism. They
have explained that how consumerism is playing a vital role in the digitalised world. They have
shared that business organisations are giving importance to digital marketing strategies and
adopting digital marketing trends. They have tried to identify the factors that influence consumers
with the growth of digital marketing. They have found few main factors like: consumer expectation
factors, functionality factors, marketing factors and service factors. They have concluded that with
the rise of internet users in India, there is a great scope of digital marketing in India. They further
mentioned that business organizations need to understand the environment in which their consumers
live, how they think, and how they are changing with the constant change in technology.

Parkash & Banerjee (2016) threw light on B2B business development through different channels
of digital marketing. The study was focused on the Lorent Services which is one of the main

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services. The data was collected from the 38 companies through a well framed questionnaire which
was focused on important factors like companies’ comfort level towards digital marketing, reliable
media, different marketing tools etc. They found that digital world is the domain with number of
opportunities for the businesses to target the largest segment of the consumers. Also found that
digital marketing opens different doors of opportunities for the vendors or different business houses.

Kaushik (2016) explained the concept of digital marketing in Indian context. He analysed growth
of digital marketing in India. The study focuses on the different kinds of precautions must be taken
for the implementation of strategies for e-marketing to get better results. He discussed trends of
digital marketing through some facts and figures. He concluded that digital marketing has a great
potential to raise the sale of any business and it is growing tremendously in India. As well as it is a
good way to reduce the cost and increase the brand loyalty etc.

Girchenka & Ovsiannikova (2016) threw a light on digital marketing and its role in the modern
business processes. They explained about different features of digital marketing along with its
advantages and the disadvantages. They talked about different trends in digital marketing and
compared with traditional ones. They concluded that digital marketing uses different sorts of
mediums or channels to promote a product and service. Further digital marketing process is complex
to execute the things as per the plan.

Communicate with millions of people about products and services and has opened new marketing
opportunities in the market. This is possible only if the managers are fully aware of using the
communication strategies to engage the customers and enhancing their experience (Mangold,
2009).

Marketing professional must truly understand online social marketing campaigns and programs
and understand how to do it effectively with performance measurement indicators. As the market
dynamics all over the world are changing in relation to the young audience accessibility to social
media and usage. It is important that strategic integration approaches are adopted in organization’s
marketing communication plan (Rohm & Hanna, 2011).
Blogs as a tool for digital marketing have successfully created an impact for increasing sales
revenue, especially for products where customers can read reviews and write comments about
personal experiences. For businesses, online reviews have worked really well as part of their overall
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strategic marketing strategy (Zhang, 2013).
Online services tools are more influencing than traditional methods of communication (Helm,
Möller, Mauroner, Conrad, 2013). As part of study, it is proven that users experience increase in
self-esteem and enjoyment when they adapt to social media which itself is a motivating sign for
businesses and marketing professional (Arnott, 2013).
Web experiences affect the mental process of consumers and enhance their buying decision online
(Cetină, Cristiana, Rădulescu, 2012). This study is very valuable for marketing professional as it
highlights the importance of digital marketing. The Internet is the most powerful tool for businesses
(Yannopoulos, 2011).
Marketing managers who fail to utilize the importance of the Internet in their business marketing
strategy will be at disadvantage because the Internet is changing the brand, pricing, distribution and
promotion strategy. Today, monotonous advertising and marketing techniques have given way to
digital marketing. In addition, it is so powerful that it can help revive the economy and can create
tremendous opportunities for governments to function in a more efficient manner (Munshi, 2012).
More importantly, growth in digital marketing has been due to the rapid advances in technologies
and changing market dynamics (Mort, Sullivan, Drennan, Judy, 2002).
In order for digital marketing to deliver result for businesses, digital content such as accessibility,
navigation and speed are defined as the key characteristics for marketing (Kanttila, 2004). Other
tried and tested tool for achieving success through digital marketing is the use of word-of-mouth

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WOM on social media and for making the site popular (Trusov, 2009).

In addition, WOM is linked with creating new members and increasing traffic on the website which
in return increases the visibility in terms of marketing Social media with an extra ordinary example
Facebook has opened the door for businesses to communicate with millions of people about
products and services and has opened new marketing opportunities in the market.

This is possible only if the managers are fully aware of using the communication strategies to
engage the customers and enhancing their experience (Mangold, 2009). Marketing professional
must truly understand online social marketing campaigns and programs and understand how to do
it effectively with performance measurement indicators. As the market dynamics all over the world
are changing in relation to the young audience accessibility to social media and usage. It is important
that strategic integration approaches are adopted in organization’s marketing communication plan
(Rohm & Hanna, 2011). Blogs as a tool for digital marketing have successfully created an impact for
increasing sales revenue, especially for products where customers can read reviews and write
comments about personal experiences. For businesses, online reviews have worked really well as
part of their overall strategic marketing strategy (Zhang, 2013)

Online services tools are more influencing than traditional methods of communication ( Helm,
Möller, Mauroner, Conrad, 2013). As part of study, it is proven that users experience increase in
self-esteem and enjoyment when they adapt to social media which itself is a motivating sign for
businesses and marketing professional (Arnott, 2013). Web experiences affect the mental process
of consumers and enhance their buying decision online).

This study is very valuable for marketing professional as it highlights the importance of digital
marketing. The Internet is the most powerful tool for businesses (Yannopoulos, 2011). Marketing
managers who fail to utilize the importance of the Internet in their business marketing strategy will
be at disadvantage because the Internet is changing the brand, pricing, distribution and promotion
strategy.

Literature review is basically a summary of the research topics or the studies which are published
previously. It gives the general idea of the research carried earlier. The literature can be reviewed
through scholarly articles, books, research papers and other resources which are relevant to a
particular research field. Literature review provides general direction for research to be carried out

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by highlighting the aspects in which research has been carried out earlier. These are the secondary
resources of past research. It is basically a kind of handy guide of past research information. This
chapter basically deals with review of literature dealing in digital marketing to explore the existing
research gap and research perspectives associated with digital marketing. The present study focuses
on the evolving research topic i.e. digital marketing and impact of digital marketing on the corporate
sector. The impact of digital marketing plays an important and significant role for the business
organizations. The following related literature is reviewed to fulfil or to meet the objectives of the
study. For this purpose, different research articles, books, journal, research papers are analysed and
reviewed.
Wind & Mahajan (2002) discussed about the digital revolution, which has totally changed the
scenario of business by offering different benefits to customers (Price transparency, easy excess
etc.) and to companies (cost effective, easy customization and vast reach etc). They explained that
the digital technology has changed the way customers relate themselves with products and markets.
Consumers are becoming the cyber consumer. They concluded that as digital revolution is taking
place; businesses are focusing more on digital technologies to survive in the competitive market.
Verma & Munjal (2003) identified the major factors in making a brand choice decision namely
quality, price, availability, packaging and advertisement. The brand loyalty is a function of woman
behavioural and cognitive patterns of a customer. Although the age at demographic variables affects
behavioural and cognitive patterns of the customers there is hardly a room for other demographic
characteristics of gender and marital status.
Ganeshmoorthy, Radhakrishnan & Bhuneshwari (2003) has studied the brand loyalty of the
products and the influence of mass Media, in rural markets. The study revealed that mass Media,
had a significant role in the sales promotion of the select products. Besides it has 40 been added
that it is the quality of the product that is given the preference. The factors such as price and
availability are merely second thought.
Naidu (2004) in his study an attempt had been made to analyse the awareness level of rural
consumers. It was found from the study that awareness of the rural consumers about the consumer
movements were qualitative in character and cannot be measured directly in quantitative terms.
There is no fixed value or scale which will help to measure the awareness. But the awareness had
been studied with the help of their responses to various questionnaires relating to consumer
movements, cosmetics, banking services, drugs, food products, tooth pastes and hair oil. Awareness
levels were higher in the above said segments in Ranga Reddy of Andhra Pradesh.

18
Madhavi and Kumar (2006) In their study pointed out that most of the rural woman consumers are
influenced by quality of the product. So, the FMCG Companies should strictly adhere to the quality
standards. Price is the second factor that influences the purchase of the product in most cases and
hence the product should be reasonably priced. They concluded that FMCG companies could
significantly increase the market share by extending attention of rural areas. More generic product
with different advertisement campaigns surely attracts non-users.

Raj (2007) This paper covers the attractions for the FMCG marketers to go to rural and the urban
markets and uses a suitable marketing strategy with the suitable example of companies and their
experience in going rural. Thus, the rural marketing has been growing steadily over the years and
is now bigger than the urban market for FMCG. Globally, the FMCG sector has been successful in
selling products to the lower- and middle-income groups and the same is true in India. Over 70%
of sales is made to middle class households today and over 50% of the middle class is in rural India.
But the rural penetration rates are low. This presents a tremendous opportunity for makers of
branded products who can convert consumers to buy branded products. The marketers need to
develop different strategies to treat the rural consumers since they are economically, socially and
psychographically different from each other.

Ghosh (2007) identified key challenges for FMCG companies who are penetrating the rural markets,
which include infrastructure issues like poor distribution system, improper logistics and the
fragmented rural market, given the heterogeneity of the Indian population. The companies who
understand these challenges and tune their strategies accordingly will surely be the winners in the
years to come, taking advantage of this economic boom in the rural sector of India

Yin & Sara (2008) in her research paper How social media and PR Connect, writes that with the
emergence of social media, the whole communications landscape has transformed and the mass
mobilizing power of social media is tremendous. People think that social media is a threat to
traditional PR and mainstream media, however social media complements traditional PR and
traditional PR will exist as an important component of any successful business. The PR and
advertising agencies are all undergoing a change and are trying to evolve their strategy, physical
structure and business models to be in tune with social media. Dunne, Lawlor & Rowley (2010) in
their study Young people’s use of online social networking sites-a uses and gratifications
perspective have made an attempt to find out the reason behind young people’s use of social
networking site with special reference to bebo. The results of the study indicate that the participants

19
were using bebo for their personal motives and in order to maintain a certain persona and identity
in social context. The impersonal nature of the social media has led to facilitate the young people
where they can negotiate the practicalities and forge the identities and maintain relationships.

Edosomwan et al., (2011) studied the history of social media and its impacts on business. They
have discussed that social media has impacted the aspects of human communication and interaction.
They have examined the history of social media. They have concluded that for businesses social
media sites create a kind of buzz about the brand. They have also concluded that social media is in
trend because of its cost effectiveness.
Bolotaeva & Cata (2011) discussed about marketing opportunities with social networks. They have
discussed about social networking sites on which users communicate, interact, share ideas and rate
or give feedbacks about products and services. In this study they have discussed the advantages and
risks associated with social networking sites as well as 42 different opportunities associated with
these. They have concluded that social networking sites are the best platforms for every individual
as well as for business organisations to enhance their brand value.
Brown & Vaughn (2011) discussed about the use of social networking sites in hiring decisions with
special reference of Facebook. They have discussed that according to different media reports,
business organisations are hiring professionals through social networking sites. They have also
discussed the risks associated with these sites. They have concluded that social networking sites are
creating the advantages for business organisations and management should make policies regarding
the risks associated with these.
Davison, Maraist & Bing (2011) studied about promises and pitfalls of using social networking
sites for HR decisions. They have mentioned that different HR practices are getting influenced by
the use of Internet. They have discussed about different questions associated with the use of social
networking sites for the purpose of recruitment and selection. They have concluded that many HR
professionals and managers are making use of the social networking sites like Facebook and
LinkedIn for the purpose of recruitment, selection. In fact, there are some issues also associated
with these sites which need to be resolved.
Eid and El-Gohari (2011) studied the impact of using E-Marketing on the success of marketing of
small business enterprises. This study is helpful for different policy makers, practitioners,
entrepreneurs, educators and researchers. This study is only focused on small business enterprises.
The literature sums up that there is a quite difference between digital marketing process of small
business enterprises and the large business enterprises. It is found that the most popular tools used

20
 by business enterprises for e-marketing were e-mail marketing, mobile marketing etc. It is also
found that e-marketing is not only depends upon single tool but the multiple tools. They have
concluded that after the survey it is found that maximum of the business organisations allocates the
special budget for the marketing.

Assaad & Gomez (2011) discussed about social networks in social media marketing with different
opportunities and scope. They have discussed that social networking sites are providing a very
effective platform to communicate and interact globally for every 43 individual as well as the
organizations. They have concluded that companies are getting benefits from social networking
sites. They have suggested that business organisations should not avoid the usage of social
networking sites as these are the need of hours.

Awolusi (2012) studied the impacts of social networking sites on the workplace productivity. In
this research it is studied that there is an influence of social networking sites on organisational
functions like training, recruiting, communication and brand management etc.

In this study it is concluded that social networking sites can influence the productivity of the
workplace tremendously in terms of geographic collaboration, communication and effective
marketing & promotions of products/services.
Hanafizadeh, et al (2012) studied the business impacts of social networking sites. They have
discussed that social networking site like Facebook, twitter, YouTube have attracted the millions of
people. These are becoming the important part for the business organizations. Business
organisations are looking forward to use these sites. The results or the reviews of past literatures
are suggesting that social networking sites have impacted the business organizations to a great
extent.

Bhatt & Bhatt (2012) in their research paper Factors influencing Online Shopping: An Empirical
Study in Ahmedabad writes about the factors which influence the perceptions of consumers
regarding online shopping. The study has revealed ease/attractiveness of website, service quality of
websites and website security as the three important factors which have prominently emerged from
the study. The paper has proved that that these factors are related to specific type of consumers
classified as occasional, frequent and regular consumers. The study shows that the regular buyers
are most influenced by the ease/attractiveness and service quality of website, whereas the occasional
buyers value website security to a greater extent.
2

21
Chugh (2012) threw a light on social networking a boon or bane for business organizations. He has
discussed about pros as well as cons of social networking for business organizations. He has
discussed that social networking sites are noble way to increase a business worldwide. He also
threw light on importance of internet. He discussed that internet is promoting the social interaction
globally. He has concluded that social networking sites have 44 revolutionised the whole things in
business world. They have also concluded that there is huge scope of these in future as internet is
itself a future.

Wiranatha & Suryawardani (2016) explained about promoting events and festivals through digital
marketing. They explained that information and communication technology is the best way to
collect, analyse and disseminate the information. It is very much helpful in the decision-making
process. Digital technology is moving very fast and growing rapidly for the development of the
business worldwide. They recommended that advertisements play an important and crucial role in
the promotional activities as well as digital advertisements create a great impact on the behaviour
of the customers.
Singh (2016) discussed about impact of digital marketing on Indian rural banking. She explained
that recent developments in Indian banking systems are making the operational work smooth and
effective. To change the attitude of their customers, banks are taking new initiatives. She has
observed that there is not a significant impact of digital marketing on rural banking. Banks are
taking initiatives to automate the operations but rural customers are unable to utilize them
effectively. She concluded that the customers’ perception is the main thing in this regard.

Seol et al., (2016) have studied the continuance usage of social networking sites pages. This study
has developed a research model that explained the continuance of social networking sites pages in
business. The result suggested that quality of social interaction is one of the salient features.
Audience like quality content on these pages the most. They have also discussed that these pages
are getting maximum of traffic on official business websites.

Grizane & Jurgelane (2016) threw light on impacts of social media or social network on the business
evaluation. The study was focused on the restaurants located in Jelgava town. They have concluded
that social networking activities have changed the whole scenario of the business and impacted the
ROI positively and the business gained the maximum benefits.

22
 Can & Kaya (2016) studied the social networking sites addiction and the effect of attitude towards
social network advertising. They have discussed that because of penetration of mobile devices
social networking sites are becoming the world-wide phenomenon and social networking sites are
giving lots of opportunities for businesses. The results of study concluded that social networking
sites have partial impacts on approaches of people who are totally bonded and influenced by the
advertisements on these platforms.

Banerjee (2016) presented an overview on modern trends and practices of E-Marketing. He has
discussed about how internet is playing a paramount role in each and every aspect of life. He
explained that marketing process have become easier with the use of internet and different digital
medias. He also tried to compare eMarketing with traditional marketing by throwing light on
concept and origin of e-marketing. Further he tried to explain the 7C’s of eMarketing and strategies
along with different advantages as well as limitations. He mentioned that future of eMarketing is
promising and providing different opportunities for business organisations. He concluded that with
better understanding of potential of eMarketing with giving consideration to its both advantages
and limitations, business organisations can grow and face every challenge in future.

Oke et al. (2016) conducted research on behaviour of consumers towards making a decision and
loyalty to particular brands. The purpose of study is to explore the different factors and determinants
of consumer behaviour which can be helpful in making a decision and showing loyalty towards
green tea. The study discovered different factors like convenience to buy, flavours, taste, packaging
and price which influence consumers to buy the Oishi green tea. They found these factors the most
influencing factors. Perception value and perceived quality have the great effect on consumer
behaviou

Paar & Naranje (2016) conducted research on the factors which influence the buying behaviour of
the customers. They have discussed that consumers are considered as the king of market and it is
important to understand the need and demand of consumers. They have mentioned that consumer
buying behaviour is considered as the integral and important of market strategic planning. They
have focused on automobile customers and their buying behaviour in Pune city of India. They have
studied the factors which influence the buying behaviour of four-wheeler car owners as well as
media impact on buying behaviour factors. 50 After detailed research study they have concluded
that in automobile industry there is a tough competition and conditions of competition are
fluctuating continuously and those companies which strategize as per the change will succeed the
most.

23
Sur (2017) studied the implications of consumer behavioural factors on customer relationship
management. She has mentioned that consumer buying behaviour is the threshold of customer
relationship management (CRM). She has concluded that if the organisation proved reliable to the
consumers, there will be a great bond between consumer and organisation and that can lead to
effective and healthy customer relationship management. The result of the study revealed that if
there is only responsiveness and not any outcome, that will lead to nothing

. Lal & Singh (2017) discussed about future of business i.e. digital marketing in their descriptive
study. They explained that digital marketing is the way to interact with target audience in a very
less time. This review-based study focuses on the scope and potentials of digital marketing and its
different paradigms. There are different findings of study like no. of internet users will be 650
million in India by 2020, mobile penetration in India etc. They have concluded that e-marketing is
very much needed and essential tool or feature of a business organization and it helps to grow the
business at a great pace and changing the dayby-day scenario of the business in India.

Sindhuri et al., (2017) explained about digital marketing strategies, the benefits of the digital
marketing and impacts of digital marketing. They observed that digital marketing is providing the
great exposure to the business worldwide, digital marketing is helping in consumer satisfaction and
the impact of digital marketing on business is high enough. They concluded that digital marketing
is is effective and helpful in building and maintaining the relationship with customers via different
kinds of online activities. Further digital marketing is cost effective, convenient and a measurable
process.

Sanap (2017) studied about digital marketing in banks. She discussed about the importance and
benefits of digital technologies in context of banking. She also explained about the different forms
of digital marketing along with their features as well as adopted for marketing and challenges in
banks. She concluded that there is growth in online banking 51 with penetration rate of 80% adults
using online banking, social media is playing an important role in this regard.

Rathore, Pant & Sharma (2017) discussed about emerging trends in digital marketing in India. They
observed that Indian market is becoming technology adaptive with increasing usage. Mobile phones
are dominating other human activities. Internet is in the mainstream and digital marketing is
becoming the main part of the digital economy. They discussed about effective ways of digital
marketing i.e. plan, manage and optimize. They also discussed about the major factors which are
affecting digital marketing like literacy rate, cost, lack of knowledge and technology etc.
24
Suginraj (2017) studied about massive growth of online marketing in India. He discussed about
changing scenario of Indian market. People are spending hours on Internet daily and exploring the
things. Ecommerce websites are playing an important and significant role in this. He concluded that
digitalization is taking place with a high speed in India and changing the whole business scenario.
Different electronic gadgets are playing an important role in this growth. Himaja (2017) discussed
the social media impact on the business. In this it is discussed that web based social networking is
changing the way people behave, team up, act and make things. In this study a wide research plan
is plotted to make a connection between web based social networking, business and society. The
study discussed that web based social networking is a new buzz word for businesses to promote the
things.
It is concluded that people are dependent on these technological innovations and that is creating a
huge impact on businesses. Toor, Husnain & Hussain (2017) threw light on impact of social network
marketing on consumer purchase intention. They have discussed that new trends and modes of
digital technologies are encroaching the traditional ones.

They have also discussed that if the businesses will not shift to these changes, this may impact the
outcomes of businesses drastically. They have concluded that social networking marketing
influence the consumers’ purchasing intentions to some extent and that is impacting the businesses.

Singh & Sinha (2017) discussed the impact of social media on performance and growth of business
in India. They have discussed that social networking sites are like just another medium of
communication and interaction but a large extent and scope, they cover wide areas and different
innovative techniques. They have mentioned that internationally social networking sites are acting
as important and essential tool for the marketing campaigns of the business organisations. They
have concluded that social networking sites are impacting businesses to a great extent. These are
helping business organizations in creating a great brand image.
Yadav (2017) discussed social media as a marketing tool. He has studied the opportunities and
challenges in this context. He has discussed about the escalating usage of social networking sites in
business world. The study is aimed to discuss how social media has affected the business
performances. The paper has concluded the different benefits, scope and problems associated with
use of social networking sites in business organizations.

Kannan & Li (2017) described a framework for research in the field of the digital marketing. They

25
explained marketing strategy process with significant role and impact of digital marketing. They
outlined different evolving issues in this regard like concerns for customers, environment and
organizations etc. They have explained about different tools and forms of digital marketing and
their benefits towards different perspectives like business growth, customer awareness and
responsiveness etc.

Panganiban & Villareal (2017) threw light on strategic and tactical use of e-marketing strategies in
the context of apparel industry. They explained that digital marketing is a supplementary thing for
a website. Organizations use this process to create and promote their products and services. They
concluded that strategic and tactical use of e-marketing strategies is effective which perceived their
study on managers and employees. They have also recommended that there should be more
penetration of the e-marketing strategies in different business segments to increase sales.

Akhunjonov & Obrenovic (2017) conducted research on impact of social media on consumer
buying intention. They have mentioned that earlier business organisations were using print media,
television etc. for advertising purposes, but now they are seeking for new 53 ways of marketing and
advertising. The purpose of the study to find out how social media and brand perception can help
to find different emerging opportunities to increase the engagement with customers. They have
reviewed the past literature for this. They have concluded that with the increase in social media
channels worldwide, business and customers engagement has increased. Business organisations are
integrating different strategies for targeting and engaging with customers.

Alnsour (2018) conducted quantitative research on the different effects of social media on purchase
intention of the consumers with the research focus on Jordanian Airlines Industry. He discussed
that how different social media benefits affect the purchase intention of the customers of airline
industry. He used exploratory method to conduct the further research and defined different research
hypothesis. He calculated the data through well designed questionnaire and used different statistical
tools to analyse data. He has concluded that there is the positive effect of monetary and hedonic
benefits of social media on consumers’ purchase intention and there is no relationship between
purchase intention and functional and social benefits of social media.
Akar & Dalgic (2018) conducted research on online consumers and their purchase intentions. This
have used the social network theory and theory of planned behaviour to analyse the behaviour of

26
online consumers. They have target twitter users to conduct the research analysis because of few
factors like: popularity of twitter, market penetration, popularity, and open-source data. This study
will guide the business organizations and emarketers to create and design the marketing strategies
for their business.

Victor et al. (2018) studied factors which influences consumer behaviour and the purchase
decisions in price dynamic environment. They have followed the exploratory factor analysis
approach. They have discussed about the new technological advancements. They have conducted
the primary research survey of 178 samples. They have analysed the seven factors to determine the
consumer behaviour. In this study it is concluded that there is need to understand the consumer
behaviour with respect to dynamic pricin
Constantinides, Lorenzo & Alarcón-del-Amo (2013) threw a light on social networking sites as
business tool. They have discussed that social networking sites and web applications have helped
the users to create the personal as well as professional relations worldwide. They have concluded
that business organizations are highly interested in social networking sites as they are increasing
relations as well as helping in making the different marketing and promotional strategies. They have
concluded that social networking sites are effective tool for business organizations to grow. Smits
& Mogos (2013) studied the impact of social media on business performances. They have discussed
that social media or social networking sites are gaining popularity and getting used in different
operations of business organisations. These are becoming the essential tool for the marketing and
promotional operations and functions of business organisations. They have concluded that social
networking sites have enhanced the capabilities and scope for business organizations.

Stone & Woodcock (2013) explored role of latest technologies towards digital marketing making it
more interactive and responsive to handle customers. They explained how business intelligence and
customer insight is helping organizations in the interactive or digital marketing. They concluded
that advanced support of Business Intelligence is helping the companies in the execution of processes
of interactive or digital marketing. To make this process more advance and popular companies are
now focusing on business intelligence and customer insight. They have further concluded that
automation is playing a very important role.

27
Khan & Siddiqui (2013) analysed the importance of digital marketing through the exploratory
study in Pakistan. They analysed digital marketing parameters and features to get a clear picture
about the impacts and effectiveness of digital marketing. They concluded that latest tools of digital
marketing are taking over the traditional methods of the digital marketing but still it’s a new concept
in Pakistan and people are getting familiar to this.

Rahadi & Abdillah (2013) studied the utilization of social networking as promotion media. They
have discussed that social media or social networking sites like Facebook, twitter etc, are not acting
as communication channels only but they are also acting as a promotional tool for the business. The
purpose of the research is to determine a kind of model of social networking utilization as a
promotional media. They have concluded that businesses are using social networking sites as
promotional tools and they are getting benefits from this. Businesses are using social networking
sites such as Facebook; twitter etc, because of their minimal cost, easy recognizable, global
distribution areas etc.

Bhagwat & Goutam (2013) studied the concept of development of social networking sites and their
different roles in business. They have taken the reference of social networking site, Facebook. They
have discussed that as this world is too large to make the physical interaction. This is impossible to
communicate in this huge world physically, so social networking sites are making this task easier.
They have concluded that social technology connecting people and facilitating businesses in
beneficial ways.

Ambrose & Catherine (2013) in their study the social media and Entrepreneurship Growth focused
on the effect of social media on the growth of SMEs in Nairobi. The study established that social
media tools offer greater market accessibility and CRM which in turn have a significant impact on
the growth of SMEs. This study recommends that the policy makers should come up with favourable
internet surfing rates and e-business policies to encourage the technological adoption that would
grow the SME industry.

28
 CHAPTER 3

RESEARCH METHODOLOGY

29
 OBJECTIVES OF THE STUDY

• The main objective of the study is to understand the consumer buying

journey in Digitalera.
• To know affinity in customers for collecting information before purchase.
• To determine out the media, which is most important in creating stimulus in
Indians?
• To figure out how Indian will purchase a product.
• To understand post purchase behaviour of Indian.

PRIMARY OBJECTIVE
➢ The main objective of the study is to understand the consumer buying journey for
durable goods in Digital mode.

SECONDARY OBJECTIVES
➢ To know affinity in customers for collecting information before purchase.
➢ To determine out the media, which is most important in creating stimulus in Indians?
➢ To understand the media consumption of Indians.
➢ To figure out how Indian will purchase a product.
➢ To understand post purchase behavior of Indian.

V. METHODOLOGY.
Data Sources:
Primary Data: - This study has been undertaken with the objective of buying consumers
towards the digital world .
The methodology used for carrying out the report is as follows: -
1. Types of Data Source - For present research work, primary data is being used. Various
statistical tools are used to suggest and analyze the primary data and, in some cases, questions
were mailed to respondents and collected through Facebook messenger automated reply.
2. Tools of collecting Primary Data - A structured questionnaire was designed for data collection
as per the objectives of the study. This includes a range of response questions, close-

30
ended questions, providing limited answers to specific responses or on a numeric scale.

Secondary Data: -
Secondary data for the study were collected from the websites, social media handles of
competitors & other previous studies. To meet the objectives, the study used qualitative
research. The descriptive study was done through a review of existing literature that helped in
the validation and extraction of the important variables and factors. Data was collected from
secondary sources. Secondary sources were magazines, websites, books, office executives, and
company data.

RESEARCH METHODOLOGY

The descriptive research design is used for analyzing and studying the process of
Business Development. It is very simple & more specific than explanatory study. Data
Sources: Primary Data: - The different way of collecting primary data is personal
interview, questionnaire, survey etc. As the descriptive research design is used for the
research work, there is no primary data collected as such.

Secondary Data:- Secondary data is collected from already existing sources in various
organization
broachers & records. Secondary data for the study were collected from the magazines, websites
& other previous studies. To meet the objectives, the study used qualitative research. The
descriptive study was done through review of existing literature that helped in validation and
extraction of the important variables and factors. Data was collected from secondary sources.
Secondary sources were magazines, websites, books, office executives, and company data. An
online questionnaire to understand the consumer buying behavior of Indians in digital era

LIMITATIONS OF THE STUDY

Very small sample size is taken. The research work is limited to 100 respondents only. The
study is limited to Lucknow city only.

31
 CHAPTER 4

DATA ANALYSIS

32
 Chapter 4
DATA ANALYSIS

INDUSTRY ANALYSIS
Water purifiers are no longer considered to be consumer durables limited to affluent
households. Increasing awareness coupled with lower prices has increased the penetration of
water purifiers across lower-income groups and rural households in the country. Reverse
osmosis (RO) technology in modern water purifiers is the most popular category. Modern
Water purifiers range from simple water filters to advanced purifiers using membrane
technology for water filtration is followed by disinfection with ultraviolet (UV) lamp
filters.Water purification has evolved so much from using clay to filter out the sediments to
using boiled water to advanced water purification technologies that use electricity and the
internet. According to the report Water Purifier Market in India (2018-2023) report by
Netscribes (India) Pvt Ltd, Import of household type water filters by value has increased at a
compound annual growth rate (CAGR) of ~15.2%, wherein terms of volume, it has gone down
at a CAGR of ~21.5% during FY 2014 to FY 2018 due to a reduction in customs Bangladesh
is the largest importer of water filters for homes both in terms of value and volume for FY 2017
and FY 2018, followed by the Philippines, Indonesia, and While the Indian water purifier
market has witnessed several entrants, not many have realized success with water being a
complicated area, and technology still being at an evolving stage. However, in this
underpenetrated market, competition concerns for players do not lie in existing and emerging
companies, but with the consumer belief that boiled water is safe for consumption Top players
in the India water purifier market are therefore leveraging their brand equity, distribution
strength, and are focusing on the launch of new water purifier models. Being a highly
consolidated market, only the top 4 manufacturers account for over 66% of the overall market
revenue. The Indian market is characterized by the presence of a good mix of international and
domestic brands. Low-cost water purifiers are making a big hit in both urban and rural markets
through either conventional distribution channels or through non-government organizations.
Also, growing awareness about the hazards of unsanitary drinking water could be a competitive
force, 17 in terms of social responsibility. The water purifier companies are required to raise
awareness by selling the concept of safe water drinking and focus on offering products and
services that are affordable and 24*7 available Manufacturers are trying to produce affordable
water-purifying units in order to penetrate the market. The price of water purifiers ranges from

33
INR 500- INR 20,000. Low-cost purifiers are easy to maintain and the refilling/refurbishing
cost is also not very high. India has the world's highest number of people who are without
access to clean water. Moreover, challenges such as acute shortage, excessive salinity, and
depleting underground water reserves plague the water distribution system. The proportionate
levels of total dissolved solids (TDS), hardness, chlorides, and nitrates among others
responsible for water contamination, have exceeded the permissible limits in certain parts of
Mumbai, Delhi, Bangalore, Water purifiers are considered to be a push product that requires
considerable concept selling in rural markets, and penetration and acceptance of water purifiers
in rural India is lower due to economic factors, low sales, and poor distribution networks Eureka
Forbes Limited, KENT RO Systems Limited, Blue Star Limited, Hindustan Unilever Limited,
and Tata Chemicals Limited, nasaka water systems are some of the major players operating in
the Indian

Digital Advertising Industry The digital advertising industry recorded a rise of 26% to Rs
13,683 crore in 2019 when compared to Rs 10,859 crore in 2018 as per the DAN Digital Report
2020. The report also claimed that digital advertising will touch Rs 17,000 crore by the end of
2020. As per Anand Bhadkamkar, CEO, Dentsu Aegis Network India, 2019 was a pretty
challenging year for the Indian advertising industry as with the economic slowdown,
advertisers decided to cut back on spends, consumers decided to wait-and-watch, the market
sentiments reached a new low and India’s Ad Expenditure (AdEx) witnessed a consequential
fall. “Digital is a masterstroke in advertising and Dentsu Aegis Network recognize this strength.

34
We also recognize the need for an industry level report that can give directions toward which
this industry is moving,” he added. According to the report, the Indian advertising industry has
been growing at a rate of 9.4% to Rs 68,475 crore by the end of 2019. The industry will further
record rise of 10.9% and touch Rs 75,952 crore by the end of 2020. By 2025, the industry will
grow at 11.83% CAGR to reach a market size of Rs 1,33,921 crore. Meanwhile, the FMCG
sector emerged as the biggest spender, contributing 30% to Rs 20,182 crore to the advertising
industry. FMCG was followed by the ecommerce sector with 10% to Rs 6,915 crore and the
automotive sector with 8% to Rs 5,797 crore. Though digital advertising is growing at a fast
pace, television still reigns over the advertisement space with 39% to Rs 26,869 crore of media
share. Following TV is a print with a 29% share amounting to Rs 20,110 crore and digital media
with 20% to Rs 13,683 crore share. Television takes the largest share of media portion at 39%
(Rs. 26,869 Crore) followed by print media (29%, Rs. 20,110 Crore) and Digital Media (20%,
Rs. 13,683 Crore). In the year 2020, spends on television media is expected to grow at 10%
and its share will remain steady while that on print media is expected to grow at 3% with this
share declining to 27%.

In digital media, social media led the advertising spends with a 28% share amounting to Rs
3,835 crore. Paid search stood second with a 23% share and was followed by an online video
with a 22% share. Lagging behind was display media at a 21% share. However, display media,
online video, and social media are expected to have the fastest growth in 2020 while the share
of paid search is expected to reduce from 25% to 23% by the end of 2020. It should be noted

35
that the FMCG segment spends a large share of its digital media budget on online video, while
eCommerce, consumer durables spend mostly on paid search and social media. As per the
report, by 2020, advertising spends on mobile devices will grow by 41% to 52% share of the
digital advertising market, overtaking spends share on desktop. Further, the expected spends
on mobile devices will reach a share of 64% by 2022.

The Digital ad spends in India FY 2014-2024 report “Digital advertising expenditure in India
from the financial year 2014 to 2019 with a forecast until the financial year 2024” The digital
advertising expenditure in India stood at 160 billion Indian rupees in the fiscal year 2019, with
estimates to reach almost 540 billion rupees by the fiscal year 2024. This marks a 28 percent
growth rate in digital ad spends in the country. Reasons for digital ad growth A surge in internet
penetration, widespread availability, and affordability of 4G services along with the growing
popularity of smartphones have given a stimulus to the digital advertising market 21 in India.
Moreover, cheaper ad rates and an ability to track the returns on investment have made it even
easier for small business owners to craft their own advertisement budgets. Social media ads
hold center stage Of the available digital media options in the country, social media ads yield
the highest share of digital advertising expenditure in 2019, followed by the paid search format.
This is justifiable and valid when over 351 million Indians could be reached via social media
that year. With evolving tools for audience tracking and measurement and content management
on digital platforms, digital ad spends are projected to get a bigger share of the pie in the years
ahead. The digital advertising industry recorded a rise of 26% to Rs 13,683 crore in 2019 when

36
compared to Rs 10,859 crore in 2018 as per the DAN Digital Report 2020. The report further
explained how digital advertising will touch Rs 17,000 crore by the end of 2020. As per Anand
Bhadkamkar, CEO, Dentsu Aegis Network India, the Previous year 2019 was a challenging
year for the Indian advertising industry as with the economic slowdown, advertisers decided to
cut back on advertisement and communication spends, the consumers decided to wait-and-
watch, market sentiments reached a new low and India’s Ad Expenditure witnessed a fall.
According to the report, the Indian advertising industry has shown a growth at a rate of 9.4%
to Rs 68,475 crore by the end of 2019. The industry will also record a rise of 10.9% and touch
Rs 75,952 crore by the end of 2020. By 2025, the industry will grow at 11.83% CAGR to reach
a market size of Rs 1,33,921 crore. Meanwhile, the FMCG sector emerged as the biggest
spender, contributing 30% to Rs 20,182 crore to the advertising industry. FMCG was followed
by the ecommerce sector with 10% to Rs 6,915 crore and the automotive sector with 8% to Rs
5,797 crore. Though digital advertising is growing at a fast pace, television still reigns over the
advertisement space with 39% to Rs 26,869 crore of media share. Following TV is a print with
a 29% share amounting to Rs 20,110 crore and digital media with 20% to Rs 13,683 crore
share. Television still takes the largest share of media spends that is at 39% (Rs. 26,869 Crore)
followed by print media 29%, In the year 2020 spends on television media is expected to show
a hike at 10% and its share will remain steady while that on print media is expected to hike 3%
with this share declining to 27%.

INDIA AND INTERNET POPULATION

India, with 1,270,272,105 (1.27 billion) people and is the second-most populous country in the
world, while China is on the top position with over 1,360,044,605 (1.36 billion) people. [10]
The figures show that the Indian population represents almost 17.31% of the world's
population, which means one out of six people on this planet lives in India. Although the crown
of the world's most populous country is on China's head for decades, India is all ready to take
the numerous positions by 2030. With the growing population rate at 1.58%, India is predicted
to have more than 1.53 billion people by the end of 2030.India is currently having an online
population of 213M, of which 60% are males and 40% are females. Having 110 M mobile
internet users, among them 80% are males and 20% are females. 176M of the total internet
population is part of Social media or have active social media accounts. India has bypassed
Japan and became the world’s third-largest Internet user after China and the United States, and
its users are significantly younger than those of other emerging economies, global digital
37
measurement, and analytics firm ComScore has said it in a report. Riding on a 31% year-on-
year increase, India’s online population has grown to 73.9 million. With an extended online
universe in excess of 145 million the market is at a tipping point for online businesses to grow.

4.1) Gender Wise India currently has an online population of 213M, among them 60% are
males and 40% are females. Having 110 M mobile internet users, among them 80% are males
and 20% are females. 176M of the total internet population is part of active Social media.
According to the Internet And Mobile Association of India (IAMAI), the Internet user base in
the country has stood at 190 million at the end of June 2013. For the whole year 2013, the
internet user base has grown from 42% to 213 million, from 150 million in 2012. With more
and more people accessing the web through mobile phones( highly with androids), the internet
user base in the country is projected to touch 243 million by June 2014, a year-on-year growth
of 28%. Younger males and women aged 35-44 emerge as power users(active users) 24 Indian
males aged between “15-24” are major users among Males and in females, 35-44 are major
users of the internet. Age-wise distributions are given below.

38
4.2) Online Behavior of Indian Internet Users Trends in online behavior have changed a lot,
social networking is leading now. Early people will use the internet to access email and for
searching for information. But in today's era, people like to be social, they are interested in
sharing their life with others. 25% of the population is doing 25 social networking in India
followed by 23% in services. Services include emailing and instant messaging.

4.3) Mobile Internet Users Internet penetration in India is driven largely by mobile phones,
with some of the cheapest and most basic handsets today offering access to the internet.
According to IMAI, India has 110 million mobile internet users of which 25 million are in rural
India. The growth of internet penetration in rural India has driven largely by the mobile phone;
70% of rural India's are active internet population accessing the web via mobile phones. This

39
might have to do with the difficulty in accessing PCs because of price points. Forty-two percent
of rural India's internet users prefer using the internet in local languages or regional languages.
The high prevalence of content in English is a hurdle for much of rural India.

Research report of InMobi showing the behavior mobile user on the internet, 21% of their total
consumption is for Entertainment and Social Media, which followed by Games, General
Information Search, and Email. 4.4) Social Networking Social Networks capture the largest
percentage of consumers in the time in the region. Comscore data showing 86% of the Indian
web user visit a social networking site. Facebook continues to be the number one social network
with a 28% increase in traffic and a reach of 86% followed by Instagram. The average time
spends by an Indian user on Facebook is 217 minutes followed by Instagram. LinkedIn emerges
as number two, while Pinterest and Tumblr are the fastest growing networks but the growth of
twitter is declined by 15% in 2013 while comparing with 2012.

40
2

41
4.5) Entertainment and Online Video According to ComScore data, the online video audience
in India grew an astounding 27 percent in the past years; YouTube continues to be the top video
property with more than 55% share. International publishers like Facebook, Yahoo, and
Dailymotion, TikTok get a majority of the 54 million who watched videos. YouTube is the
most popular with most visitors to watch content like testimonials, product information,
product, and service reviews

42
Social Video report saying 46% of internet users watch brand-related videos every week. 54%
watch videos that are informative or entertaining often lead to a number of other positive
activities such as visiting the brand website and their social media accounts. Peoples are now
likely to regularly watch videos using their smartphones. Almost six in ten internet users have
gone to make a purchase of an item after seeing it in an online video. 4.6) Media Consumption
of Indian’s On average Indian consumers are spending 6.10 hours in media per day. In
traditional media Indian audience spends only 195 min or 3.15 hours. If we see the breakup it
will be 86min on television, 37 min in the newspaper, and 30 min on the radio. Remaining 4.55
hours or 214 min is given to new media or digital media. Break up of new media will be like
102 min in mobile, 79min in online, and 33 min in tablets.

From a marketers view, the digital platform is very important because customers have more
presence in digital media. Customers are spending more time on digital, so it is easy to catch
customers in digital platforms, more than that spending digital is much cost-effective while
comparing with traditional..

43
 CHAPTER 5

FINDINGS AND CONCLUSION

44
 CHAPTER 5

FINDINGS AND CONCLUSION

Findings
Social Video report saying 46% of internet users watch brand-related videos every week.
54% watch videos that are informative or entertaining often lead to a number of other positive
activities such as visiting the brand website and their social media accounts. Peoples are now
likely to regularly watch videos using their smartphones. Almost six in ten internet users
have gone to make a purchase of an item after seeing it in an online video.

According to IMAI, India has 110 million mobile internet users of which 25 million are in
rural India. The growth of internet penetration in rural India has driven largely by the mobile
phone; 70% of rural India's are active internet population accessing the web via mobile
phones.
Though digital advertising is growing at a fast pace, television still reigns over the
advertisement space with 39% to Rs 26,869 crore of media share. Following TV is a print with
a 29% share amounting to Rs 20,110 crore and digital media with 20% to Rs 13,683 crore
share. Television takes the largest share of media portion at 39% (Rs. 26,869 Crore) followed
by print media (29%, Rs. 20,110 Crore) and Digital Media (20%, Rs. 13,683 Crore). In the year
2020, spends on television media is expected to grow at 10% and its share will remain steady
while that on print media is expected to grow at 3% with this share declining to 27%.
• Indian customers are highly information seekers. They collect more information about
quality, price, and refer to the customer’s experiences before purchasing a product.
• Advertisements have a high impact on creating stimuli in Indian customers. But this
stimulus will get into action only through opinion leaders.
• Indian consumers have a high tendency to go for online purchases. They have a high
affinity to go online for electronic products and apparel.
• One of the current trends in Indian youth and young Indians are watching the T.V programs
via online portals. Maybe the main reason is the convenience of time, they can watch
programs which they had skipped due to some reason.
• The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason maybe they can get news updates very early; they don’t
need to wait for daily newspapers.

45
• From the first part of this research itself, It may be the explanation for top trust in online ads
by the purchasers. They can explore for additional data once seeing an ad or online is the
solely two-way communication for purchasers Most of the Indians prefer to purchase from a
retail shop only, but before going to the retail shop they will seek information about the
product through an online platform. Here is actually change happens in the consumer buying
journey, early times consumers believe a product only after seeing the product in a retail
shop.
• But now Indian customers want to get a conviction about a product before going to a retail
shop. So from the marketers' view, they want to convince their customers before going to a
retail shop.
• Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.

Conclusion

The development of technologies to improve communication has translated to a large

extent into the defined goals of people who want to reach with the right message a
designated group of recipients. The digital revolution would allow not only the recipient
but also the sender the possibility of mass interaction. The article identifies the most
important areas that link communication, including one of its branches, i.e. marketing
communication in combination with Internet communication technologies, whose
revolutionary impact was the emergence of Internet marketing, where its key channels
becamea plane of understanding between the business entity and the user. The analysis of
the communicationprocess, in addition to the designation.

This research work indicates that the future of marketing is in the hands of digital. Digital
marketing is not only concerned with placing ads in portals, it consists of integrated
services and integrated channels. Marketers want to use these components in an effective

46
way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the
custodians. Brands want to build their presence over digital platform, because customers
have high affinity towards digital media than other media’s. More than that customers are
highly information seekers and digital media is the only platform for two way
communication between brands and customers. Digital media is the best platform to
convert a productto a brand. Because it is more cost effective and it provide lot of touch
points to marketer. Brands canable to engage their target group in an effective way through
digital of key actors playing their roles, allowed this to illustrate and translate into
marketing activities, especially those oscillating within the digital world of information.

Above all, the possibilities offeredby digital marketing through its own communication
channels allows to quantify and measure the effects of communication resulting from the
desire to provide data to recipients. In this case, it is also the recipient who has the
possibility to encode for the sender of his/her information and also on a mass scale. The
Internet and the digital revolution have allowed to go a step further, i.e. to popularize the
process of communication, thus breaking the demographic, geographical and, not
infrequently, alsocultural barriers. As a result of the analysis of the state of affairs discussed
in the article, further researchcan be recommended, regarding the specific use of marketing
communication processes with the use of digital marketing channels in specific industries,
with particular emphasis on Internet sales.

47
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 QUESTIONNAIRE

Here's a sample questionnaire focusing on "Digital Marketing "

1. Demographic Information:
• Age:
• Gender:
• Occupation:
• Location:
2. Understanding of Digital Marketing:
• How familiar are you with the concept of digital marketing?
• Have you used digital marketing channels for personal or professional purposes?
3. Traditional vs. Digital Marketing:
• Do you believe that digital marketing has replaced traditional marketing methods?
• In what ways do you think digital marketing is different from traditional marketing
communication?
4. Impact of Digital Marketing:
• How do you perceive the impact of digital marketing on businesses today?
• Have you observed any specific benefits or challenges associated with digital marketing?
5. Digital Marketing Channels:
• Which digital marketing channels do you use most frequently? (e.g., social media, email,
search engines)
• How do you decide which digital channels to use for marketing purposes?
6. Personalization and Targeting:
• Do you think personalized marketing messages are more effective than generic ones?
• How do businesses effectively target their audience through digital marketing?
7. Measuring Digital Marketing Success:
• What metrics do you consider most important when measuring the success of a digital
marketing campaign?
• How do you track the effectiveness of your digital marketing efforts?

8. Challenges in Digital Marketing:

50
 • What do you see as the biggest challenges businesses face in implementing digital
marketing strategies?
• How can businesses overcome these challenges to succeed in digital marketing?
9. Future Trends in Digital Marketing:
• What do you envision as the future trends in digital marketing communication?
• How do you think emerging technologies will impact the future of digital marketing?
10. Overall Perception:
• On a scale of 1 to 10, how would you rate the importance of digital marketing in today's
business environment?
• Any additional comments or insights you would like to share about digital marketing and
its role in marketing communication?
Feel free to customize or add more questions based on the specific focus or objectives of your
research on digital marketing and its role in marketing communication.

11. Challenges in Digital Marketing:

• What do you see as the biggest challenges businesses face in implementing digital
marketing strategies?
• How can businesses overcome these challenges to succeed in digital marketing?
12. Future Trends in Digital Marketing:
• What do you envision as the future trends in digital marketing communication?
• How do you think emerging technologies will impact the future of digital marketing?
13. Overall Perception:
• On a scale of 1 to 10, how would you rate the importance of digital marketing in today's
business environment?
• Any additional comments or insights you would like to share about digital marketing and
its role in marketing communication?
Feel free to customize or add more questions based on the specific focus or objectives of your
research on digital marketing and its role in marketing communication.

51
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