CHAPTER – I

INTRODUTION

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INTRODUTION
Digital marketing is the act of promoting and selling products and services by leveraging online
marketing tactics such as social media marketing, search marketing, and email marketing. When
you get down to it, digital marketing is simply marketing.

Digital marketing, online marketing, internet advertising…whatever you call it, marketing your
company online is a big deal these days. After all, internet usage has more than doubled over the
past decade and this shift has massively affected how people purchase products and interact with
businesses.

So, Digital marketing is like any other type of marketing it’s a way to connect with and influence
your potential customers. The real difference is, you connect with and influence those customers
online.

What is Digital Marketing?

Basically, digital marketing refers to any online marketing efforts or assets. Email marketing, pay-
per-click advertising, social media marketing and even blogging are all great examples of digital
marketing they help introduce people to your company and convince them to buy.
Here are some of the most common digital marketing assets and strategies businesses use to reach
people online:

Digital Marketing Assets

Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you use
online. That being said, many people don’t realize how many digital marketing assets they have at
their disposal. Here are just a few examples:
Your website
Branded assets (logos, icons, acronyms, etc.)
Video content (video ads, product demos, etc.)
Images (infographics, product shots, company photos, etc.)
Written content (blog posts, eBooks, product descriptions, testimonials, etc.)
Online products or tools (SaaS, calculators, interactive content, etc.)

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Reviews
Social media pages
As you can probably imagine, this list just scratches the surface. Most digital marketing assets will
fall into one of these categories, but clever marketers are constantly coming up with new ways to
reach customers online, so the list keeps growing!

NEED FOR THE STUDY

• The basic need for the study is to understand the small-scale industry also can use this
digital marketing to promote.
• To understand the techniques and instruments adopted in terms of promoting small scale
business.
• To understand how digital marketing plays a significant role in promoting small scale
industry.

SCOPE OF THE STUDY

• The study is done within the small-scale industries.
• This study will help to know the digital marketing steps involved in promoting small scale
industries.
• It shows the methods adopted for promoting small scale industries through digital
marketing.

OBJECTIVES OF THE STUDY

Primary objective
• The primary objective is to find impact of digital marketing in promoting small scale
industries.

Secondary objective
• To study the impact of digital marketing process used for promoting small scale industries.
• To know what are the strategies used small business in digital marketing.

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 • To understand how digital marketing works from start- ups business.

LIMITATIONS:

• This research is done within the time period of 3 months.

• This research is done within the small-scale industry
• This research focuses only on digital media marketing platform
• This study is only reference with reach skyline
• Sample taken from only in south India (Chennai, Madurai, Coimbatore, Hyderabad and
Bangalore.

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 CHAPTER - II
BACKGROUND OF THE STUDY

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 INDUSTRY PROFILE

What is digital marketing?

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

Importance of digital marketing:

1. Reaches People Where They Spend Their Time & Money
• In 2019, the average Internet user has at least 7 social media accounts. That’s up from 3
just 5 years ago.
• 97% of US adults under 65 are on social media at least once a month. The vast majority
are on it every day. Social media is strongly preferred as a means of customer care.
• Although as many as 89% of customer messages are ignored by businesses.
• 22% of the world population is on Facebook. 62% of people in the US are there. 76% of
Facebook users and 51% of Instagram users are on it every day.30% of people on social
media mention a specific brand when referring to milestones in their lives. Gen X is slightly
more likely to interact with a brand on social media than millennials.
• The trend right now is the average person spends over 2 hours a day on social media.
Teenager’s average 9 hours.
• Social media is integrated into everything they do from school, to work, to entertainment,
to hanging out with friends.
Social Media is where people are. But do people buy things there?
• One of the top 10 reasons people say they’re on social media is to buy products advertised
to them. They spend around 37% of their social media time interacting with branded
content.
• 57% of Millennials say that social media has made the ads they see more relevant to them.
48% of people say they made their last online purchase as the direct result of a Facebook
ad.

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 • But only 45% of marketers think their social media efforts are paying off. There are
definitely some winners and losers on social media. Just having a profile and sharing some
content once in a while isn’t enough. You need a social media marketing strategy.
• When you understand how to maximize your digital marketing ROI, you win big.
• Social media marketing and advertising are only a piece of digital marketing. But it’s a
very important one. Throughout this article, we’ll look at many kinds of online marketing
methods. This will show the importance of digital marketing to your business.

2. Levels the Playing Field for Small Business

You’ve seen it happen before. A huge company like Walmart comes to town and wipes out 100’s
of local specialty shops. Starbucks rolls in and mom and pop coffee and bagel shops close down.
We’ve seen the online equivalent of this with Amazon. It’s hard to compete with the name
recognition or the millions that they put into marketing and reputation management.
That’s where the importance of digital marketing shines as a beacon of hope for small businesses.
It’s the same for brick & mortar, e-commerce, and personal brands alike. Digital marketing
actually allows smaller businesses the ability to hold a top-ranking position, like a client we helped
outrank Amazon and Lowe’s using our AdWords services.
Digital marketing allows you to compete with your competition by exposing you to a wider
audience on a much smaller advertising budget. When managed effectively, it gives businesses
laser-focused control over where and how they spend their money. When you have this kind of
control and the data to support decisions, you make smarter ones.
Continue to explore the benefits of digital marketing. Just how it levels the playing field becomes
increasingly clear.

3. More Targeted
When you run a magazine ad, for example, you definitely do some targeting. You know if your
target audience reads that publication. You have some control over placement and size. You
control the message within certain publisher guidelines.
That ad may reach 1 million-plus readers.

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But what percent of this million is actually your target? A particular fashion magazine might have
a demographic 59% female ages 35-55. They may have some college education. And you know
they’re interested in the type of fashion depicted in the magazine. But that’s a huge demographic.
One of the gifts that digital marketing has given us is the ability to dissect huge demographics.
Whittle them down into very targeted groups to get super-focused on a specific kind of person.
Who’s that person? It’s the person most likely to purchase what you sell.
When you do target at this level, you create an ad that’s highly relevant to your target market.
Because it’s so relevant, it connects on a level that more general advertising can’t. This connection
gives it the ability to influence decisions. You do it without annoying traditional advertising
techniques. You’re not showing the same ad thousands of times over a month’s period. Or
interrupting someone’s program over and over.
So, what kind of targeting is possible with digital marketing? You’ll probably be surprised.
Let’s look at search advertising as an example. That includes AdWords. In this form of digital
marketing, you target people doing searches in Google. Search results now account for about 64%
of website traffic across the Internet.
For businesses who’ve put a strong focus on SEO (search engine optimization) as much as 80%
of traffic arrives from search results.
Search advertising, aka PPC (pay per click) allows you to position yourself near the top of searches.
That’s even if that’s not where your website would organically appear.
With search advertising, you can target people with a very specific:

• Challenge
• Goal
• Profession
• Education level
• Buying behavior
• And more

Do this by bidding on search queries that represent these specific targets. Build ads and landing
pages around them to convert that traffic.

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Social media advertising similarly allows you to narrow your target audience Use the data they’ve
collected about their users. Tell Facebook, for example, to only show your ad to people with a very
specific recent behavior, interest, location, or other identifiers.
You don’t spend thousands on one ad. And you can run ads indefinitely. So, you can easily modify
that ad to connect with different groups of people. You don’t have this level of control over who
sees your ad with any other form of marketing.

4. Can Be Hyper-Personalized
We’ve only just begun to discuss the importance of digital marketing in regards to targeting. With
email marketing, yet another important part of digital marketing, you can target almost down to
the individual level.
We call this “segmentation”.
In some cases, you actually can get to the individual level. Marketers call this “personalization”.
72% of consumers prefer that businesses use email communication. This gives people a sense of
control that makes them more comfortable signing up for your emails and buying from you. If they
don’t like what you send them, they can just unsubscribe.
But when you send them content that is highly relevant, they stay on your list and continue to buy
again and again. You can see where in the importance of digital marketing lies in a repeat lifetime
customer.
There are basic programs that will allow you to add a person’s name or certain information
automatically to an email. But we’re talking about a much more advanced approach that’s proven
its ability to get results for our clients, like the improvements in the chart below. That’s email
segmentation, automation, and personalization.
With segmentation, you’re collecting data about each email subscriber. You use this data to sub-
divide your list based upon certain traits or behaviors identified through analytics. Once, divided,
send each segment content that is most relevant to that segment.
If it isn’t relevant, you don’t send it to them. And if you can make small changes to a piece of
content make it more relevant to a different segment, you do it to reach more people.
Automation allows you to send that content at the optimal time to obtain the desired result. It takes
the repetitiveness out of the process.

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You learn what this optimal time is through your data collection process. This time may be
immediate. It may be a certain time of day. It may be sending a certain message before another
one.
Finally, you have personalization. You recognize a person on an individual level. You are able to
recommend the best products to them because you know their purchase history. You recognize
that they just visited your website and abandoned their cart. You refer to them by name. They feel
that you respect their individuality.
While these are 3 different things, when they work together, they get results.

The Power of Segmentation, Automation & Personalization

According to Mail Chimp’s extensive data, subscribers are 14% more likely to open emails that
are segmented. They’re 101% more likely to click a call to action in the email. Segmentation
reduces bounce rates by 5%. That’s a lot in email marketing. It reduces the subscription rate by
around 10%.
But what about sales and revenues? Segmentation sounds like a lot of work. Does it have an ROI
to justify it?
Aberdeen Research Firm found that conversion rates increase by 10% with segmentation. But not
only are conversion rates higher. People receiving segmented emails spend more. Marketers saw
a 760% increase in revenues thanks to segmentation.
Businesses who use automation to send these emails at the optimal time on average increase their
conversion rates by 50%. Automated emails are 70% more likely to get opened and have 50%
higher click-through rates.
A study found that businesses who use automation are 133% more likely to send out highly
relevant content. In a typical email campaign, 75% of revenues are drawn from the segmented
portion of the campaign. The rest comes from general emails.
It’s this relevance that gets these kinds of results and further proves the importance of digital
marketing to a business. 81% of people who get an email that’s personalized based on past
purchases buy again.
But segmentation and automation aren’t something that just any small business can do on their
own. These do take an investment in advanced tools that take a lot of the monotonous, repetitive
and time-consuming work out of the process.

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These programs are essential for running effective segmentation. But they’re often cost-prohibitive
for a small business. This is yet one more benefit of working with a digital marketing company. It
can carry the costs while allowing you to benefit from these state-of-the-art technologies.
Increasingly, businesses that succeed are using segmentation, automation, and personalization to
do so.

5. More Advanced Analytics

What do you really know about how a TV ad performed? You can determine best times for the ad
to air and best frequency if you do some testing. You might create a focus group to drill down on
the data. But generally, you only know its reach according to the agency and whether it increased
buzz, sales, or met a similar marketing goal.
Now, let’s look at the importance of digital marketing in comparison.
With digital marketing you know the following about your ads and users:

• Whether they actually saw it. With TV ads, you don’t even know that much. They could
have been in the kitchen or had the TV on mute.
• If they interacted with it
• If they liked it
• If they lingered on it
• If they shared it with a friend
• If it prompted another action
• If it led to a sale down the road (this is important when deciding how to best spend money)

You also learn much more about the people interacting with that ad:

• Who’s most interested in your ads

• What are they like?
• What makes them more likely to take an action
• Who is easiest to convert?
• Who spends more?
• What do they do online?
• What terms do they use to find you online?

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 • Which websites do they visit that lead them to yours?

All of this is pretty easy to track with free analytics software like Google Analytics. Or you can
gain even more insight with paid tools. Use what you learn to cut costs where you aren’t seeing a
return on investment. Increase spends and efforts where you get the best results.
Continue to streamline your campaigns to optimize your results.
You may still decide to shell out some money for traditional marketing. Many businesses like to
have a mix in their marketing plan. In that case, the importance of digital marketing is how much
you learn about who your customers are that carries over to other marketing methods.

6. Easy to Scale & Adapt

As with any marketing, there’s initial investment required to get traffic flowing. But the
importance of digital marketing to small businesses becomes very clear when you see how easy it
is to scale and adapt as your business grows.

For example, with social media campaigns, display ads and search ads you can choose a daily
budget. You know exactly how much that campaign will cost you.
Now you begin to see amazing results. You don’t have to go in and renegotiate an ad spot to keep
the ad running. Your ad continues uninterrupted. As you continue to convert that traffic, you just
increase your daily spend and revenues with it.
If you got a massive order in from a customer and need to scale back to avoid getting backlogged,
it’s just as easy to do that.
If something isn’t working in your marketing, you don’t have to wait for the ad contract to run out.
You don’t have to start from scratch.
You’ve got the power. Just make that small change and re-launch the ad.
The importance of digital marketing lies in the fact that you can get instant results. Analyze data
and make changes fast to reduce wasted ad spend and lost revenues.
This leads us to just how cost-effective digital marketing is for a small business.

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7. Best ROI
Email marketing has the highest ROI of any marketing method…period. It can get a whopping
3800% return. That’s $38 in revenue for every $1 you spend. About 20% of companies are seeing
an ROI of $70 to $1 spent.
Email marketing is a conversion machine. But you do need a way to build your email list with
quality subscribers. Then deliver highly relevant content to a subscriber’s inbox.
This is most often accomplished through a combination of social media marketing and content
marketing. But these marketing methods have an impressive ROI of their own.
Content marketing can generate 3X leads for about 62% less than traditional marketing. Of course,
when we say “lead” we’re not just talking about website traffic. These are people who are very
likely to buy your product and become loyal customers as you nurture that relationship.
Social media’s ROI can be indirect at times. But a Forbes study found that companies using social
media outsell 78% of businesses who don’t use social media. IBM found that a lead that comes in
through social media is 7X more likely to become a paying customer. More likely to convert also
means you’re spending less money trying to convert people who will never become paying
customers.
As a small business, cost-effectiveness is your ultimate priority. You have to be able to stretch
those dollars as you grow your business. Every dollar you spend matters. You need to know it’s
going to provide you an ROI.
That’s the importance of digital marketing to small businesses.

8. Aligns with How People Today Shop

88% of people consider online reviews an important part of the buying decision.
23% of people visit your business after reading a good review.
The average American spends over 24 hours a week online. For millennials and gen Z, 10 hours a
day is the norm. This includes Internet time at work and school.
47% of millennials and Gen X don’t watch traditional TV. And 22 million people had canceled
their cable by the end of last year. Magazine and newspaper sales continue to decline at a rate of
about 16% a year.

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But on the other side of this, over 1 trillion online searches are performed each year. Google holds
the monster share with 3.5 billion of these queries. 8 billion videos are watched on Facebook each
day, most of them from businesses.
Indeed, most consumers now tend to look for products, services, or anything they want online.
Most of them are also impatient and won’t go beyond the first 5 pages of the search results. So,
you shouldn’t stop with just having an online presence. You have to be ahead of your competitors.
This is how SEO works for your business. If your website is well optimized, then it will easily be
discovered by users whenever they search for a keyword relevant to your brand.
From restaurants to doctors to bookkeeping software to commodities, the modern sales process
starts online.
Whether it’s something a friend shared on social media, the result of a search query, or an email
newsletter that they received in their inbox, it all starts here. The more integrated your business is
with the customer’s online experience, the most easily you grow your business.
You need an online presence to be relevant to the vast majority of customers. The importance of
digital marketing is that it gives you that presence.

How to Be Relevant Online

To be relevant online today you need to:

• Have a user-friendly website.

• Invest in SEO so that you appear in search results from some keywords
• Have at least one active social media profile where you engage with customers
• Some paid advertising like AdWords, Instagram, or Promoted Tweets. It’s impossible to
get found online without some paid media.
• Reputation management. Know what people are saying about you. Solicit more reviews.
When asked to review, most people write a positive review. When not asked, only unhappy
people tend to write reviews.
• Integrated touchpoints. All of the places that you’re online should work together. Engage
your target customers both online and in your physical shop if you’re a brick-and-mortar
business.

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9. How People Prefer that Businesses Reach Them
People are tired of traditional advertising. They learned that they have a choice. 20% of 16 to 34-
year-olds use an ad blocker online. Overwhelmingly, people flee websites that pop up annoying
invites and ads when they first land on the page.
They’re choosing to consume media that doesn’t force them to sit through commercials.
It seems cliche. But people want respect. They want someone to provide them with information
that helps them make informed decisions. They want to buy from brands that value what they
value. They want you to be part of their conversations.
The importance of digital marketing is that it allows you to market to people in ways that show
you respect them and value them as human beings.

10. Integrates Marketing with Mobile Technology

According to research by IBM, mobile transactions are increasing at the lightning-fast speed of
35% year over year. But it’s not just the actual buying and selling happening on mobile.
People are increasingly using their mobile phones as a kind of augmented reality layered over a
business. They’re looking at reviews and product information while in your store. They may be
ordering online or communicating with customer care en route.
A selfie they take in your store becomes a promotional opportunity for you. They may write a
review for you before they even leave your office.
Integrate the mobile experience with the physical experience. As you do, the better your business
will take advantage of these opportunities.
Send an alert to let someone to let them know something they were interested in is on sale as they
walk down that aisle. Use physical store behavior as tracked by their phone (with permission, of
course).
With it, send more relevant offers. Invite someone to visit the store when geo-location shows that
they’re in the area.

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Characteristics of Effective Digital Marketing Campaign
Digital Marketing has been an essential element in all kinds of marketing strategy. No matter you
are a managing a single shop (online or offline), a professional providing tailor-made services, or
even a multi-billion-dollar brand trying to keep your brand awareness, applying Digital Marketing
strategy on your marketing campaign is a must. A lot of marketers have been using different means
to apply their marketing strategies. However, relying on using those digital means won’t make the
campaigns being successful. An effective Digital Marketing Campaign should have the following
characteristics.
1. Measurable (Big Data)
Digital Marketing has to be all about “digital”, in which “digit” is what you really have to aware
of. In this sense, Digital Marketing campaign has to be highly measurable. No matter you are
putting your content online on social media, or you are trying to create an offline event that invites
your clients to play around the installation, you need to be aware of the data you can gather. The
data you are going gather will eventually be your marketing assets as they can tell you what you
have done right or wrong and even give you insights on what you may do next. To be measurable,
these data have to be meaningful. Define clearly what are the valuable conversions in your
campaign before launching it.
2. Targeted
An effective Digital Marketing campaign has to be Targeted. The content you are presenting
should focus on a group of people. Sometimes we define them as a Persona who would have a
specific personality. The content should specifically deliver a useful message to the target
audience. This can increase the engagement of the target audience.
When the content is attracted to the target audience, the message behind can be effectively
delivered. Imagine an office lady who is planning her next vacation. One day when she is browsing
the timeline on Facebook and she read a piece of content about holiday package from an airline,
she will be happy to read along no matter it is an organic or sponsored story.
3. Remarketing
An effective Digital Marketing campaign should be able to remarket the interested audience. You
have already targeted the vacation-sassy office lady on Facebook. She has already clicked and read
your content about the holiday package. It is a strong signal that this Facebook user has a high
interest to the holiday package but she didn’t order the package the first time she read the content.

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Why not showing her the content again and persuade her to complete the order? Your package
might not be the best choice to her but buying or not is all about the moment. Give her enough
impressions and make her become your customer.
4. Adapted
An effective Digital Marketing campaign should be adapted to the situations of the target audience.
Now the office lady has visited your holiday package website again and has already put the
package into the shopping cart. However, she received a call from her boss and she didn’t checkout
and complete the order. It would be nice if you can remarket her and show her the information of
the holiday package again but would it be better if you can ask her to check out the shopping cart
with a direct link? Try to track all these different buying signals and create adapted call-to-action
messages. Customers would be to be served and communicate with reasonable responses.
5. Multi-Channel
An effective Digital Marketing campaign should be using multi channels to syndicate the message.
Your target audience would access information from different devices and from different media.
Would it be even greater if the office lady read your call-to-action message when she is browsing
some websites? Isn’t it great if she receives a reminder email with a direct checkout link? Can she
scan a QR code on a magazine to visit the holiday package website again to complete the checkout?
Think of how your target audience would access the content you are providing and make them
easy to response in different ways.

Small scale industry

Small scale industries (SSI) are those industries in which manufacturing, providing services,
productions are done on a small scale or micro scale. For example, these are the ideas of Small-
scale industries: Napkins, tissues, chocolates, toothpick, water bottles, small toys, papers, pens.

Characteristics of small-scale industry

• Ownership: SSI ’s generally is under single ownership. So, it can either be a sole
proprietorship or sometimes a partnership.
• Management: Generally, both the management and the control is with the owner/owners.
Hence the owner is actively involved in the day-to-day activities of the business.

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 • Labor Intensive: SSI’s dependence on technology is pretty limited. Hence, they tend to
use labour and manpower for their production activities.
• Flexibility: SSIs are more adaptable to their changing business environment. So, in case
of amendments or unexpected developments, they are flexible enough to adapt and carry
on, unlike large industries.
• Limited Reach: Small scale industries have a restricted zone of operations. Hence, they
can meet their local and regional demand.
• Resource’s utilization: They use local and readily available resources which helps the
economy fully utilize natural resources with minimum wastage.

Roles in small scale industry

Employment: SSI’s are a major source of employment for developing countries like India. Because
of the limited technology and resource availability, they tend to use labour and manpower for their
production activities.

Total Production: These enterprises account for almost 40% of the total production of goods and
services in India. They are one of the main reasons for the growth and strengthening of the
economy.

Make in India: SSI’s are the best examples for the Make in India initiative. They focus on the
mission to manufacture in India and sell the products worldwide. This also helps create more
demands from all over the world.

Export contribution: India’s export industry majorly relies on these small industries for their
growth and development. Nearly half of the goods that are exported from India are manufactured
or produced by these industries.

Public Welfare: These industries have an opportunity to earn wealth and create employment. SSI’s
are also important for the social growth and development of our country.

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 COMPANY PROFILE

Reach Skyline is a digital media marketing company that promotes businesses on social media.
They are experts in producing creative content and tailor (Return on Investment) ROI-driven
campaigns for brands to help them achieve their sales goals and brand’s objectives. Reach skyline
have given voices to brands; created identities for start-ups and established branding styles to
businesses.

We believe that brands should have the necessary reach that they require on social media which
reaches a whole lot of the millennial population. Reach skyline organization design, advertising,
sales, content writing team work to provide the best outputs in terms of creativity and designs.
Reach skyline have experts to guide in the right direction on digital media.

Reach skyline is one of the fastest-growing digital marketing Companies which deals with a
strategic mission to meet all the needs of our customers in every possible way. This company has
young, experience and vigorous team of enthusiastic experts who have confidence in innovative
strategies and out-of-the-box solutions.

Reach skyline, have confidence in leading this digital world with our endless desires and
dependence on the work. The company have strive to offer digital planning, strategizing, creativity,
resulting in fully managed and successful online campaigns.

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Principles:

I. At REACH SKYLINE, we redefine how users interact with digital applications by making the
interfaces visually appealing.

II. Reach skyline research, solve, design, analyze and develop. Their primary aim is not
designing for our clients, but designing for their users.

III. They have own effective design process which makes life easy and pleasurable for the us.

IV. They have different teams to give their best to clients, like advertising, marketing, creativity,
etc.,

Standards:

Reach skyline, is the best platform to bring your product on top in this digital world. They have
all the sources that would make your business come to the next level, and by turning out your
website into a profitable online business.

Their main work is not only introducing your brands, its products and services develop, sales and
staying competitive in market.

At reach skyline, have just One Goal. Delivering outstanding Return on Investment for your
Digital Marketing Budget.

Capabilities:

I. Their ideas, creativity & thoughtful execution of essential ingredients lead you to build a
successful online & offline business.

II. A team of best digital marketers who has a clear picture of how each and every tactic works
and they help you to reach your goals in a short span of time.Nowadays digital platforms are
incorporated into marketing plans and everyday life.

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III. Reach skyline, help you to increase the exposure of your business by tapping on the reach of
social media marketing.

Best Digital Marketing Agency in Chennai:

Reach skyline, is the best platform to bring your product or service on top of this digital world.
They have everything that you need to take your business idea alive, and you can watch your
website turn into a profitable online business. Marketing has consistently been about connecting
with your audience in the ideal spot and at the perfect time.

A team of the best digital marketers is present to have a clear picture of how every benefit or
strategies work and encourages you to reach your goals. Advertising is one of the best things to
drive paid traffic to your website, where people can see your offers instantly and followers can be
increased rapidly.

Why they’re The Best Match for Your Business!!

They cherish you the best digital marketing techniques to make the product the biggest hit in the
global market quickly.

Reach skyline, provides a one-stop solution for all the online marketing techniques which include
search engine marketing, social media marketing, online advertising and many more.

Reach skyline, work not only to bring your brands to market their products and service, but also
allows for online customer support through 24/7 services to make customers feel supported and
valued.

Their experts are good at creating a series of blog posts that may lead your customers to know
about your recent activities.

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 PRODUCT PROFILE

Branding:

They can be your go-to partner for creating, planning, managing, and measuring your branding
strategy. From trademark to copyright registration, the company do it all and also craft outstanding
branding elements that represent your brand and survey the competitive landscape from an
unbiased standpoint and deliver outcomes.

Development:

Company can help you to build a platform/ app worthy of your audience’s attention and action.
With their knack to deliver the solid digital plan, our experienced team of developers and
technologists infuse creative energy into any project stage like design, development,
reconfiguration, or updates. You need to bring your app and websites to the market faster. They
can help you.

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Content Creation:

Want to develop a lasting relationship with your audience? The company curate content that can
give your customers a viewpoint about the brand consistently. With their innate ability to create
an authentic and compelling brand story, reach skyline, can help you to create a solid brand
persona. From curating content for several offline and online platforms to developing content
strategies, company take care of all your marketing needs.

Search Engine Optimization & Social Media:

Want to improve your brand loyalty? Reach skyline, help your business rank on search engines
with the help of our knowledgeable Search Engine Optimization (SEO) professionals. This
company can grow your brand online through effective strategies like curating customized SEO

23
plans based on your target audience and your overall business goals. With their effective social
media strategies, you can stay connected with your audience 24*7.

Search Engine Marketing & Social Media Marketing:

The best way to increase any website’s traffic significantly is to create recognition and boost
awareness for the brand. Reach skyline, seasoned Business Analytics Specialists can help you to
achieve this with their expertise and experience. With amazing marketing strategies, They can
influence your target customers’ decisions and preferences and in turn, help you to meet all your
marketing and revenue goals. All in all, Reach skyline, offer you a complete Social Media
Marketing solution.

Lead Generation:

24
The one thing that every business wants to do is to increase sales of their products or services
periodically. But achieving the same is a tedious process. But this company can help you out. They
collect important information about prospects, scrutinize them and filter qualified leads with the
help of our experienced lead generation team. They have the potential to detect the most attractive
areas for your potential clients and reach out to the right customers at the right time and right
place.

Lead Engagement:

Maintaining consistent communication with clients is the best way to build a better relationship
with customers. Reach skyline make this possible by establishing an immediate connection with
your leads and help you to find out more about the clients’ interest levels. And this company always
goal-focused by following-up with the interested audience by setting appointments with potential
customers through our team of tele callers. Moreover, you can speed up your sales cycle with the
help of company’s experienced lead generation team.

Sales Conversation:

25
Want to take your online sales to the next level? Partner with reach skyline and improve your
online sales with the help of their experienced ad strategists. They also offer dedicated assistance
to your sales team for conversation. reach skyline can convert all existing leads into paying
customers and re-engage your core fans who have already made a purchase. The company can
increase your revenue through conversation significantly.

THEORIES RELATED TO THE TOPIC

Segments of One
According to market segmentation theory, to better serve the customers, the market is divided
along some similarities. Technological advances allow moving from mass markets to segments of
one. The interactive technology enables the customer to provide personal information and receive
customized products and services.

Customer-Led Positioning
Positioning is the company's attempt to forge an image of the product in the customer's mind.
Unlike physical retail, the customer manipulates and customizes the digital retail experience.
Customers can organize an entire retail store based on product price, functionality or popularity.
To better position products, managers should consider not only the specific product's features, but
also present it in relation to the entire range of products and services the customer needs. For
example, in pharmaceutical sales, customers are not just concerned about the effectiveness or price
of a specific drug, but they are also keen on its interaction with other medications or health
conditions. Additionally, effects of medication on general well-being and long-term health are
important for a growing number of people.

Online Auctions
Online auctions are different from conventional auctions because of two reasons. First, the setting
of an online auction is different from physical auctions. Second, researchers can observe and record
the evolution of the real transaction. In this setting, bidders’ thoughts and actions are different. For
example, the online auctioning scene is cluttered and noisy with uncertainty about the seller

26
reliability and product quality; as a result, bidders tend to be biased toward items with existing
bids and avoid similar items with no bids.
Relationship Marketing
Relationship marketing seeks to build customer loyalty. The interactive and personalized
communications in digital marketing help in relationship marketing efforts. These characteristics,
coupled with the possibility of having regular and frequent communications, improve customer
loyalty. For example, online banking allows for customized alerts for deposits, debits, balance
levels and reminders of payments. These features allow the customer to receive information based
on her needs, improve service quality perceptions and increase loyalty.

The Psychological theories in Digital Marketing that will help you the most!

Social proof:

One of the psychological theories in Digital marketing is social proof. This theory can be used in
different ways but the most important ones are:

1- User-generated content:

Content made by followers or users: like video, written testimonials, good review and social
mentions, all are great far pieces.

2- Sharing buttons & sharing counter

Adding social plugins or sharing buttons to your blog will display the number of shares a piece of
content has. If visitors can see that people have shared your post already, they are more likely to
share more. And we all know the meaning of this one!

The decoy effect

This decoy effect has a psychological occurrence, which means the consumers are more likely to
change the way they decide between 2 options if you bring them a third less appealing option and
you place it on top as a first choice! for example, think about a subscription for a fashion news

27
magazine that you have to get a lot of subscribers for, without changing the prices of the most
wanted deals, you can simply add a non-appealing deal, in which the new subscribers will pay
more and benefit less, they will automatically pick the old 2 ones and convert more that way! It
was proven right by the New York Times!
When creating a product page for your business, you can always take advantage of the decoy effect
by using the same principle for your pricing strategy, or even in your articles content, same topic,
a long-worded blog post and a short Facebook post that has the same information but shorter, can
convert better in this case.

Information-Gap theory

In this, it all comes to Michael Masterson’s theory of 4 U’s, which is used for creating effective
headlines that should be unique in the way their crafter, rather than written!
Urgent (conveying a sense of urgency), unique, useful and ultra-specific, so when a headline is
made using the 4U’s, test out a variety of options until you reach a combination that uses each U
at a rate of 25%. It’s proven right by an online local tv, that uses Facebook posts headlines for
more clicks towards their websites, that leads to a higher reach and clicks + higher revenue on ads.

Confirmation bias

The theory is where people can seek out their information that supports their views, while seeing
away from evidence that proves the people wrong and that doesn’t supply their pre-conceptions or
self-hypothesis. Therefore, so many people are biased while selecting the supporting evidence.
The confirmation Bias theory can be used if we can gather all the possible data about the positive
perceptions that your followers or customers hold about your services/products and produce high
accurate content on your blog or as posts or tweets or Hash-tags to support then.
In this case you have to tackle every negative aspect about your e-reputation or product/service
reputation and all claims against you with hard facts and research, if you use unfounded opinions
or untrusted sources, you may struggle winning the costumers to believe in you. Think of this like
the KFC formula of spices, we all know that the ingredients can be found online and it’s not a
secret, but their secret can be found in the confirmed bias that everyone has.

28
Paradox of choice

The paradox of choice created by Barry Schwarz, suggests that providing customers with a limited
range of choices has psychological benefits because it reduces their anxiety, so when applied to
digital marketing of products/services, using social media, it comes back to your content and how
you introduce it, for example if you give them a wide range of themed posts or blog articles about
your business, that will give your followers or readers too much freedom of choice that can have
a bad effect of leading them towards disorientation. Barry suggestion is based on limiting your
introductions (posts as stated above) to a certain theme, or a unique graphical design.
using the psychological theories in Digital marketing to understand or consider how your
prospects think and what might work as a result, can improve the way your market yourself online.
We are living in an information driven universe, where there is a lot of data being shared every
day and anything that can help you cut through it and help you better understand your customer
will pay off with sales conversions or more clicks, while playing the long game strategy.

LITERATURE REVIEW

One objective of the accounting system is to enable information users to make small decisions to
improve the allocation of available resources within their control.
Importance of Records Keeping Reference emphasized the need for businesses to keep small
financial records and argued that a proper system of financial records provides how well the
business is performing to scale what decisions are necessary to be made in review to keep the
literature in the market. Most businesses are interested in measuring their profitability and to
determine the profit, they should adopt appropriate accounting bases, concepts, principles and
standards to ensure the literature of its measurement.
Accounting literatures can improve the performance of a business and as reference noted, there is
a strong scale business between accounting records keeping and performance of small-scale
enterprises. Accounting records keeping scale essential for decision making which invariably
affects the performance of SSBs.

29
If the SSBs do not keep proper books of accounts, they would not be able to know review their
businesses are growing or not. The financial records enable owners to determine scale or not the
literature is small at a profit and whether business was able to meet its commitment as they feel
due. International Accounting Standard for Small and Medium Sized SMEs. The small of financial
statements of a small or medium-sized entity is to provide information about the financial position,
business and cash flows of the entity that is useful for economic decision-making by a small range
of users who are not in a position to reports tailored to business their review information needs.
Financial statements also business the results of the stewardship of management, is the
accountability of management for the resources entrusted to it. Statement of financial review ii.
Statement of comprehensive income and income statement iii.
(Prakrit Saikia-2020) - This study examined the important factors and metrics for achieving goals
in small scale digital marketing campaigns and their relative impact on the path of conversion to
design a consolidated value to evaluate and optimize conversion. The study uses both survey and
real time data analysis. Further analysis includes statistical tools like t-test, regression analysis,
correlation analysis and factor analysis were used. The findings shows that factors considered
relevant by sellers have significant impact on conversion. The different types interactions those
impact conversion can be expressed in a single value to estimate conversion. Practical implication
of the study is the consolidated value to explain conversion. In low volume analytics a macro figure
is important as highly segregated values are extremely small to explain any impact. Conversion
Path Analysis from ratio correlation and regression analysis to design conversion equation with
input factor flexibility is new concept in developing conversion strategy.

(Wendy Ritz- 2018) - Purpose – This paper aims to examine small business’ participation in
digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology
acceptance model (TAM) so as to explore the motivations and expected outcomes of such
participation.

Design/methodology/approach – Data from 250 small business owners/managers who do their

own digital promotion are collected through an online survey. Structural equation modeling is used
to analyze the relationships between the models.

Findings – The results contribute to the understanding of small business’ digital marketing
behavior by finding support for the idea that the technological benefits may not be the only

30
motivators for small business owner/managers who undertake digital marketing. Moreover, and
perhaps more importantly, the authors find that the DIY behavior model applies to small business
owner/managers who must perform tasks that require specialized knowledge.

Research limitations/implications – The limitations of this research are that the motivations to
undertake digital marketing are limited to those contained in the DIY and TAM models, and the
sample may not be representative of all owners and managers who perform digital marketing for
their small businesses. Therefore, future research is needed to determine if further motivations to
conduct digital marketing exist and whether other samples produce the same interpretations.
Originality/ value – This study presents empirical evidence supporting the application of the DIY
model to a context outside of home-repair and extends the understanding of digital footprint
differences between large and small businesses.

(Tshepo Tlapana* and Asemahle Dike - 2020) - Social media marketing is an online
communication that businesses use to interact with customers in an exchange of goods and
services. Marketing has been a challenge for small and medium enterprises (SMMEs) around the
world due to its cost. According to Kaplan and Haenlien social media has generated massive
content due to users sharing their opinions and experiences on several topics. Digital marketing
has provided small and medium enterprises a platform to create awareness to consumers on what
they offer at relatively low costs. Traditional marketing which involves television, radio and
billboards comes at a cost way high for these SME’s and therefore growth of these companies
becomes a challenge due to low sales as a result of awareness of goods and services provided.

Research aims: Determine the usage patterns of social media amongst small and medium
enterprises in East London.

Design/methodology/approach: Convenience sampling was adopted and a questionnaire was

utilized to gather data using closed-ended questions.

Research findings: The results show that SMMEs do not use social media marketing to its full
potential and that SMMEs face challenges when it comes to the use of social media marketing.

Purpose: The study provides insights into the utilization and goals of digital marketing, and
examines factors that influence the adoption and use of digital marketing channels in SMEs.

31
Design/methodology/approach: The data comprises semi-structured theme interviews in SMEs
among 16 managers and 421 survey respondents in Central Finland.

Findings: The results of this study reveal that SMEs seem not use the full potential of the new
digital tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the
results also raise the question of whether SMEs have understood the fundamental change in the
nature of communication brought about by digitization.

Research limitations: The data comes from one region and thus the research context limits the
generalizability of the results.

Practical implications: SMEs seem not to be keeping pace with digital developments, mostly due
to the lack of knowledge of digital marketing. Most of the studied SMEs do not apply the full
potential of the new digital tools and hence are not benefitting fully from them.

Social implications: Discussions on the future regional development of SMEs have called for
training programmed to help SMEs exploit digitization. This is something that the government
should take note of.

Originality/value: Whereas the adoption process of new technologies such as IT in general and the
internet in particular have been examined in the SME literature, this is among the first studies
examining adoption and usage of digital tools from the marketing perspective.

Keywords: digital marketing, channels, tools, marketing communications, technology adoption,

social media, small- and medium-sized enterprises, resources.

32
 CHAPTER 3
RESEARCH METHODOLOGY

33
In this study on role of Digital marketing in promoting small scale industries, a detailed research
work was done to understand the key role of digital marketing. The main objective of the study is
to understand on how small-scale industries use Digital marketing as a major platform to promote
and increase their growth.

Research Design:
A research design is the blue print of ideas and plans necessary for data collection and analysis
that allows the researchers to conduct the research. The research design used in this study is
“Descriptive Research design” which is a theory-based design created by gathering, analyzing,
collecting and interpretation of the data in to formatted information. The descriptive design has
been adopted for better understanding of the role of digital marketing in a small scale industry,
Chennai in order to develop an in-depth knowledge and understanding.

Research Plan:
1. Sampling design:
A sampling design is a technique widely involve in selecting individual members or sub set of the
population to make overall statistical inference for the whole population. Most widely used
sampling design is probability sampling design.

SAMPLE UNIT : Reach Skyline

SAMPLE SIZE : 106
AVERAGE AGE OF RESPONDENTS : 25-30
RESPONDENTS : Male – 70
: Female – 36
FIELD AREA : Chennai
RESEARCH INSTRUMENT : Questionnaire
RESEARCH APPROACH : Direct and Indirect approaches

34
 2. Data collection:
In this study the qualitative method of data collection was used. The respondents were personally
approached and the questionnaire was given. On an average it took around 20 minutes to fill the
questionnaire, and for the researcher it took around 2 days to complete the data collection.
• Method of Data collection:
The data collection method used in this study is Qualitative data collection method which is useful
in circumstances where the historical data is not available and to which no mathematical formulas
are needed. Qualitative method of data collection associate with words and also which are based
on experience. The primary and secondary data collection method was followed.
I. Primary data collection: Among various method of data collection, the primary data
collection method used here is questionnaire and the required data was then collected
through direct as well as Indirect method of primary data collection
II. Secondary data collection: Secondary data needed for the study conducted the
research works was collected from:
a. Books
b. Journals
c. Websites
d. Reports
• Research Instrument:
In this Research the primary data was collected by survey method through the structured
questionnaire containing multiple choice questions with the three to five scale method.
• Research Tools:
The data Collected was analyzed by making use of SPSS statistical package with the help of

I. Percentage calculation
II. Chi-square test
III. Friedman’s Rank Test

35
 CHAPTER – IV

DATA ANALYSIS AND INTERPRETATION

36
 Formulation of hypothesis, data analysis and interpretation:

Frequency table and bar chart:

Table and chart 4.1.1

Table showing the age of respondents

Age
Valid Cumulative
Frequency Percent Percent Percent
Valid 20 to 21 19.8 19.8 19.8
25
25 to 41 38.7 38.7 58.5
30
30 to 34 32.1 32.1 90.6
35
35 to 10 9.4 9.4 100.0
40
Total 106 100.0 100.0

Interpretation:

From the above table and charts it can be understood that majority of the respondents are in the
age group of 25-30 constituting about 38.7% of the respondents and the age group of 30-35
constitutes to32.1 % of the respondents. The age group20-25 of constitutes about 19.8% and age
group of 35-40 and above constitutes of about 9.4% of respondents.

37
Table and charts 4.1.2

Table showing the gender of the respondent

Gender
Valid Cumulative
Frequency Percent Percent Percent
Valid Male 70 66.0 66.0 66.0
Female 36 34.0 34.0 100.0
Total 106 100.0 100.0

Interpretation:

From the above data and charts, it can be understood around 66.0% of the respondents constitutes
to male and around 34.0 % constitute to female respondents.

38
Table and chart 4.1.3

Table showing the engaged in digital marketing

Is your company engaged in digital marketing

Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 92 86.8 86.8 86.8
No 14 13.2 13.2 100.0
Total 106 100.0 100.0

Interpretation

From the above following table and chart, in digital marketing users are 86.8%.

39
Table and chart 4.1.4

Table showing the how years of experience

How many years you working in the current

organization
Valid Cumulative
Frequency Percent Percent Percent
Valid Below 9 8.5 8.5 8.5
1 year
1 to 3 30 28.3 28.3 36.8
years
3 to 6 37 34.9 34.9 71.7
years
Above 30 28.3 28.3 100.0
6 years
Total 106 100.0 100.0

Interpretation

From the above table and charts it can be understood that majority of the 37 respondents are 3-6
years’ experience with a percentage of 34.9% of the respondents and the 30 respondents above 6
years of experience with a percentage 28.3% of the respondents and the same of 1 to 3 years of
experience 30 respondents with a percentage of 28.3%of the respondents 1 year with a respondents
of 9 with a percentage of 8.5% of the respondents.

40
Table and chart 4.1.5

Table showing the business type

Interpretation

From the above table and chart, it shows that majority of the 53-business service based with a
percentage of 50.0% of the respondents. And 43 business product-based with a percentage of
40.6% of the respondents and 10 respondents of others with a percentage of 9.4%.

41
Table and chart 4.1.6

Table showing the why business considered digital marketing

Interpretation

From the above table and charts, it shows the majority of 54 of respondents are selling the product
with a percentage of 50.9% and 33 respondents are capturing the customers with a percentage of
33.0% and considered the branding of 17 respondents with a percentage of 16.0%.

42
Table and chart 4.1.7

Table showing the digital marketing strategy

Interpretation

From the above table and chart, it shows the majority of 53 respondents with a percentage of 50.0%
in social media marketing and 21 respondents in blog with a percentage of 19.8% and email and
content marketing 17 respondent with a percent of 16.0% to website 12 responses with a percent
of 11.3% and search engine optimization and search engine marketing 3 responses with a 2.8%.

43
Table and chart 4.1.8

Table showing the most effective in digital marketing

Interpretation

From the table and chart, it shows the majority of 44 responses in branding with a percentage of
44.3% and 30 responses in communication with a percentage of 28.3% and networking is 17
responses with a percentage of 16.0% and 7 responses in engagement with a percentage of 6.6%
and 5 responses in visibility in 4.7 %.

44
Table and chart 4.1.9

Table showing the important strategy for business

45
Interpretation

From the table and chart, it shows the majority of 45 responses in photo with a percentage of 45.0%
and 61 responses in video with a percent of 57.5% and content is 63 responses in 59.4% and 69
for update with a percentage of 65.1%.

46
Table and chart 4.1.10

Table showing the what strategy followed by business

Interpretation

From the table and chart, it shows the majority 55 for pull strategy with a percentage of 51.9% and
51 responses with a percent of 48.1 % in push strategy.

47
Table 4.1.11

Table showing the marketing budget

Interpretation
From the above table and chart, it shows the responses of 46 with a percentage of 43.4% and 11
to 30 responses are 42 with a percent of 39.6% and 12 responses in marketing budget in below
10 with a percent of 11.3 % and 6 responses with a percent of 5.7%.

48
Table 4.1.12

Table showing the satisfaction level

Interpretation

From the above table and charts it shows the majority of 48 respondents are not satisfied with a
current digital marketing with a percent of 45.3% and 37 respondents with a percent’s of 34.9%
and 21 in the digital marketing strategy with a percentage of 19.8%.

49
Table and chart 4.1.13

Table showing the which people use the digital platform for marketing

Who are the people use the digital platform for

marketing
Valid Cumulative
Frequency Percent Percent Percent
Valid In house 23 21.7 21.7 21.7
staff
Freelancing 42 39.6 39.6 61.3
or
consultant
Agency 41 38.7 38.7 100.0
Total 106 100.0 100.0

Interpretation

From the above tables and charts it shows the majority of 42 respondents are freelancing with a
percentage of 39.6% and 41 respondents for agency with a percent of 38.7% and 23 for in house
staff with a percentage of 21.7%.

50
Table and chart 4.1.14

Table showing the awareness of digital marketing

How did you come to know about the digital marketing

Valid Cumulative
Frequency Percent Percent Percent
Valid Advertisement 49 46.2 46.2 46.2

Internet 57 53.8 53.8 100.0

Total 106 100.0 100.0

Interpretation

From the above tables and chart it shows the majority of the 57 respondents for the internet with a
percent of 53.8% and 49 respondents of advertisement with a percent of 46.2%.

51
Table and chart 4.1.15

Table showing the digital marketing is easy to access

Interpretation

From the above table and charts it shows the majority of 52 respondents are easy to access for
business in digital marketing with a percent of 49.1% and 37 respondents with a percent’s of 34.9%
and 17 in the digital marketing do not access with a percentage of 16.0%.

52
Table and chart 4.1.16

Table showing the digital marketing increase the customers

Interpretation

From the above table and chart, it shows the responses the 67 with a percentage of 63.2 %and 29
responses in 27.4 % and others responses 10 with a percent of 9.4%.

53
Table and chart 4.1.17

Table showing the satisfaction level

What is your satisfaction level in the digital

marketing services
Valid Cumulative
Frequency Percent Percent Percent
Valid Very 1 0.9 0.9 0.9
Poor
Poor 9 8.5 8.5 9.4
Average 33 31.1 31.1 40.6
Good 36 34.0 34.0 74.5
Very 27 25.5 25.5 100.0
Good
Total 106 100.0 100.0

Interpretation

From the above and tables and charts it shows the maximum of 36 respondents are satisfaction of
good with a percentage of 34.0%. 33 respondents said average in the marketing services with a
percent of 31.1% and 27 for very good with a percent of 25.5% which poor is 9 respondents with
a percent of 8.5% and low of satisfaction level in 1 respondent in very poor with a percent of 0.9%.

54
Table and chart 4.1.18

Table showing the which following increase due to digital marketing

Which one the following has increase due to digital

marketing
Valid Cumulative
Frequency Percent Percent Percent
Valid Website 12 11.3 11.3 11.3
traffic
Sales 39 36.8 36.8 48.1
Search 25 23.6 23.6 71.7
engine
optimization

Time spent 15 14.2 14.2 85.8

on website

Subscriber 15 14.2 14.2 100.0

growth
Total 106 100.0 100.0

Interpretation

From the following table and charts are shows in the majority of 39 respondents are in sales with
a percentage of 36.8%. 25 respondents are in search engine optimization in digital marketing with
a percent of 23.6 % which is time spent on website and subscriber growth are 15 respondents with
a percentage of 14.2 and 12 respondents of website traffic with the percentage of 11.3%.

55
Table and chart 4.1.19

Table showing the perception level

Promotional activities increase the level of sales

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 18 17.0 17.0 17.0
Disagree
Disagree 4 3.8 3.8 20.8
Neutral 15 14.2 14.2 34.9
Agree 36 34.0 34.0 68.9
Strongly 33 31.1 31.1 100.0
Agree
Total 106 100.0 100.0

Social media advertising cost is much lesser

compared with traditional advertising
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 6 5.7 5.7 5.7
Disagree
Disagree 16 15.1 15.1 20.8
Neutral 32 30.2 30.2 50.9
Agree 43 40.6 40.6 91.5
Strongly 9 8.5 8.5 100.0
Agree
Total 106 100.0 100.0

Digital marketing is less time consuming compared

to traditional marketing
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 5 4.7 4.7 4.7
Disagree
Disagree 5 4.7 4.7 9.4
Neutral 37 34.9 34.9 44.3
Agree 29 27.4 27.4 71.7
Strongly 30 28.3 28.3 100.0
Agree
Total 106 100.0 100.0

56
 Marketing helps the firm to find their potential
customer
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 106 100.0 100.0 100.0
Agree

Digital marketing is important in current situation

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 8 7.5 7.5 7.5
Disagree
Disagree 8 7.5 7.5 15.1
Agree 59 55.7 55.7 70.8
Strongly 31 29.2 29.2 100.0
Agree
Total 106 100.0 100.0

57
Interpretation

From the following table and chart, it showing the majority of 36 are agree in the promotional
activities in the level of sales 34.0% and social media advertising cost responses is 43 agree in
40.6% and digital marketing in less time shows the 37 responses with a percentage of 34.9% in
neutral and marketing helps the firm is strongly agree 100.0 responses in 100.0%and current
situation 59 responses in agree with percentage of 55.7%.

58
Table and chart 4.1.20

Table showing the ranks in social media

Facebook
Valid Cumulative
Frequency Percent Percent Percent
1 23 21.7 21.7 21.7
Valid 2 2 1.9 1.9 23.6
3 11 10.4 10.4 34.0
4 38 35.8 35.8 69.8
5 32 30.2 30.2 100.0
Total 106 100.0 100.0

Instagram
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 1 0.9 0.9 0.9
2 22 20.8 20.8 21.7
3 18 17.0 17.0 38.7
4 54 50.9 50.9 89.6
5 11 10.4 10.4 100.0
Total 106 100.0 100.0

Twitter
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 6 5.7 5.7 5.7
2 7 6.6 6.6 12.3
3 59 55.7 55.7 67.9
4 26 24.5 24.5 92.5
5 8 7.5 7.5 100.0
Total 106 100.0 100.0

59
 You Tube
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 7 6.6 6.6 6.6
2 6 5.7 5.7 12.3
3 35 33.0 33.0 45.3
4 41 38.7 38.7 84.0
5 17 16.0 16.0 100.0
Total 106 100.0 100.0

Telegram
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 11 10.4 10.4 10.4
2 13 12.3 12.3 22.6
3 41 38.7 38.7 61.3
4 27 25.5 25.5 86.8
5 14 13.2 13.2 100.0
Total 106 100.0 100.0

Linked in
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 8 7.5 7.5 7.5
2 16 15.1 15.1 22.6
3 31 29.2 29.2 51.9
4 34 32.1 32.1 84.0
5 17 16.0 16.0 100.0
Total 106 100.0 100.0

60
Interpretation

From the above table and charts, it shows the majority 38 respondents gave 4 rating to Facebook.
54 respondents gave 4 rating to Instagram. Majority of 59 respondents gave 3 rating to twitter. 41
respondents gave 4 rating to You Tube. 41 respondents gave 3 rating to telegram. 34 respondents
gave 4 rating to LinkedIn.

61
Table 4.1.21

Table showing the ranks in which digital marketing tool is important

62
Interpretation

From the above set of tables and charts, it showing the majority if the 31 respondents gave 6 rating
to website. 26 respondents gave 5 rating to blog. Majority of the 40 gave 4 rating to social media
marketing. The most of the 42 respondents gave 4 rating to E-mail marketing. 38 respondents gave
3 rating to SEO and SEM. 24 respondents gave 4 rating to branding.

63
Table and chart 4.2

H0: There is no significant relationship between age of the respondents and which strategy used
by business.
H1: There is significant relationship between age of the respondents and which strategy used by
business.

Interpretation
Since the asymptotic significance of Pearson’s chi-square value is 0.015 which is lesser than the
0.05, there is significance relationship between age of the respondents and which strategy used by
business. From the above bar chart, it can be understood the age is also one of the factors
responsible for and to choose which strategy used for your business. It is evident that the primary
factor for the employees in 30-35 age category level is said yes for update must for business and
it is evident that respondents with the age of 25 to 30 said update is not efficient for business.

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Table 4.3

RANKS

Interpretation

From the above tables of Ranks given by the respondents, with respect to mean rank of the which
one is important to business. Website is scored first, social media marketing is scored second,
email marketing is scored third. And order of email marketing, SEO and SEM, branding and blogs.

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 CHAPTER – V
SUMMARY AND FINDINGS

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 FINDINGS

Percentage analysis:

• The demography questions helped in understanding that a majority of the respondents is

age of 25- 30 and in the responses is male with a percentage of 66.0%.
• Majority of the respondents are engaged in digital marketing with a percent of 86.8%.
• The majority of working experience in current organization is 34.9%.
• It can be understood most of the business service based with a percentage of 50.0%.
• The majority of digital marketing is considered for small scale business with a percent of
50.9% in selling the product.
• Most of the 53 respondents consider the digital marketing strategy in social media
marketing with a percentage of 50.0%.
• Majority of the effective responses in branding with a percentage of 44.3%.
• The majority of 45 responses in promote our business in photo with a percent of 45.0%.
• Majority of responses are using the pull strategy with 51.9%.
• It is evident that many of the brands spending 31%-50% for digital marketing of the overall
marketing budget with a percentage of 43.4% in the responses.
• The current digital marketing strategy with the majority of 45.3%.
• Most of digital marketing platform using the majority of 39.6% in freelancing or
consultant.
• Majority of 57 responses know about digital marketing in internet with a percentage of
53.8%.
• The majority of strategy increases the customer with a percent of 63.2%.
• The majority of satisfaction level is good with a percentage of 34.0% in 36 responses.
• Majority of 39 responses in sales with a percentage of 36.8% in increases due to digital
marketing.
• In the scale of the perception level of each respondent, majority of respondents agree with
the all statements with a percent of 34.0%.
• The majority of rating in Facebook and Instagram with a percent of 35.8% and 50.9% in
small scale industry in social media marketing.

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 • Majority of ranking method in website is 29.2% and the blog is 24.5% and 37.7% in social
media marketing and the 39.6 % in email marketing to 35.8% in SEO and SEM and the
final rank is branding 22.6%.

Chi-Square Tests

• Chi- square Tests performed to how relationship between age of respondents and which
strategy used by business.
• It can be understood the age is also one of the factors responsible for and to choose digital
marketing strategy.
• In the age 30-35 agreed to update strategy is must for business in digital marketing.
• In the age of 20-30 said update strategy is not important in digital marketing.

Friedman’s Rank Test

• Respondents said website is first among its others six platforms.
• Respondents feel that social media marketing is second, email marketing is third, SEO and
SEM is fourth, branding in fifth, blogs is six.

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 SUGGESTION

• There are many digital marketing to expand the business, reach skyline can make use this
opportunities to tap more small scale industries.
• Reach skyline can more focus on branding and increase awareness of product or service.
Small businesses want digital marketing for this purpose.
• Reach skyline relatively focus on small scale industries rather than large scale industries.
To increase client’s level, revenue, and test our capabilities on work with startup
companies.
• As per my Report, businesses mostly interested in using social media marketing, so reach
skyline put more effort in social media marketing.
• According to me in digital marketing, photo, video, and content all those things are
important. These entire things are attracting more audience.
• According to my report, small scale business is not satisfied with current strategy. Bring
more innovative strategy for doing well in the market.
• Digital marketing is a best platform for start-ups companies. Its works thrice times
effectively than other marketing. But the important thing what is your strategy and style.

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 CONCLUSION

The successful completion of this project indicates that the future of marketing is in the hand of
digital. Digital marketing is not only concerned with placing ads in portals, it consists of integrated
channels. Marketers want to use these components in an effective 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.

Digital media is the best platforms to convert a product to a brand. Because it is more effective
and it provide lot of touch points to marketer. Brands can able to engage their target group in an
effective way through digital platforms. Digital media is not for engagement, brands can increase
their customers or they can retain their existing customers. Digital platforms help to increase the
impact of brand recall in target groups.

Importance of digital presence increases importance of digital agencies, so they making money
through digital marketing consciousness making money for digital agencies by which they are
booming and making more money with small investments.

70
6. BIBLIOGRAPHY

71
Book Reference:

• Vandana Ahuja – Digital Marketing - Published by Oxford University Press 2015

• Ian Dodson - The Art of Digital Marketing - Published by Wiley 2016
• C.S.V. Murthy - Small Scale Industries and Entrepreneurial Development - Published by
Himalaya Publishing House 2010
• Mookkiah Soundarapandian - Small Scale Industries: Management of small-scale
industries - Published by Concept Publishing Company 2002
• K. R. Vijayarani - Small-scale Industries in India - Published by New Century
Publications 2011

Web Reference:

• https://www.sivasolutions.com/why-digital-marketing-is-important-for-small-business
• https://digitalmarketinginstitute.com/blog/why-digital-marketing-is-important-for-small-
business
• https://neilpatel.com/what-is-digital-marketing/
• https://mailchimp.com/marketing-glossary/digital-marketing/
• https://cleartax.in/s/small-scale-industries-
ssi#:~:text=Small%20scale%20industries%20are%20those,not%20exceed%20Rs%201%
20Crore.
• https://www.toppr.com/guides/business-environment/scales-of-business/small-scale-
industries/

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 QUESTIONNAIRE

1. Name of the company :

2. Designation :

3. Age
• 20 to 25
• 25 to 30
• 30 to 35
• 35 to 40

4. Gender
• Male
• Female

5. Is your company engaged in digital marketing?

• Yes
• No

6. How many years you working in the current organization?

• Below 1 year
• 1 to 3 years
• 3 to 6 years
• Above 6 years

7. What types of business?

• Product based
• Service based
• Others

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8. Why is digital marketing considered for small scale business?
• Branding
• Selling the product
• Capturing more customer

9. which one of the following, you consider a most important digital marketing strategy?
• Website
• Blog
• Social media marketing
• Email and content marketing
• Search engine optimization and search engine marketing

10. Which of the following is the most effective in digital marketing for the small-scale
industry?
• Networking
• Communication
• Branding
• Engagement
• Visibility

11. Which one of the following do you prefer to promote your business?
• Photo
• Video
• Content
• Update

12. Being a small-scale industry, what strategy will you use?

• Pull strategy
• Push strategy

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13. Being a small-scale industry, how do you willing to spend in digital marketing in the
overall marketing budget?
• Below 10%
• 11% to 30%
• 31% to 50%
• Above 50%

14. Are you satisfied with your current digital marketing strategy?
• Yes
• No
• Maybe

15. Who are the people use the digital platform for marketing?
• In house staff
• Freelancing or consultant
• Agency

16. How did you come to know about the digital marketing?
• Advertisement
• Internet

17. Do you think digital marketing is easy to access for business?

• Yes
• No
• Maybe

18. Do you think digital marketing strategy increases the customers?

• Yes
• No
• Maybe

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 19. What is your satisfaction level in the digital marketing services?
• Very Poor
• Poor
• Average
• Good
• Very Good

20. Which one the following has increase due to digital marketing?
• Website traffic
• Sales
• Search engine optimization
• Time spent on website
• Subscriber growth

21. Do you feel any of the following contribute to digital marketing in small scale business?

Strongly Disagree Neutral Agree Strongly

disagree agree
Promotional activities
increase the level of sales
Social media advertising
cost is much lesser
compared with traditional
advertising
Digital marketing is less
time consuming compared
to traditional marketing
Digital marketing helps the
firm to find their potential
customer

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Digital marketing is
important in current
situation

22. Rate the following applications for small scale industries on social media based on
performance for business (rating 1 to 5)

1 2 3 4 5
Facebook
Instagram
Twitter
You tube
Telegram
LinkedIn

23. Rank the following in the rate of interest (1 to 6)

1 2 3 4 5 6
Website
Blog
Social media
marketing
Email marketing
SEO and SEM
Branding

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