CHAPTER I

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1.1 INTRODUCTION

The progress of technology and changing generations have led to significant growth in the field of
marketing and advertising. Conventional marketing methods have given way to modern techniques that
offer more opportunities for businesses. Online marketing is among the most successful strategies that have
emerged recently.

For start-ups and young companies with limited marketing budgets, digital marketing is the most effective
and affordable way to reach out to their target audience and establish a consumer base. HAZO DIGITAL is
a rapidly expanding industry that offers numerous advantages over traditional media, such as low entry
barriers and scalability. In essence, with the right approach, even small businesses can achieve significant
growth without breaking the bank, which has levelled the playing field for all players in the market.

Achieving success in digital marketing is challenging, especially in a young market like India where role
models are limited. B2B and B2C firms also have different approaches, and with evolving technologies and
methodologies, there is no single path to success.

In the realm of digital marketing for fledgling companies, it often resembles the fable of the blind men and
the elephant. Each person perceives only a fraction of the whole based on their personal encounter, with
one mistaking the tail for a cord and another mistaking the trunk for a limb. Correspondingly, digital
marketing encounters challenges such as insufficient practical knowledge, ineffective communication, a
scarcity of skilled professionals, and a lack of acknowledgement for varying viewpoints.

1.2 INDUSTRY PROFILE

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 1.2.1 DIGITAL MARKETING’S DEFINITIONS:

The concept of digital marketing has existed since the mid-1980s, although it was not until the 1990s that
the term was formally coined. Back then, the Soft Ad Group (now Channel Net) created advertising
campaigns for automobile companies where customers sent in reader reply cards found in magazines, and
in return, they received floppy discs containing multimedia content promoting various cars and free test
drives.

The advertising of products or brands through electronic media is referred to as digital marketing. Digital
marketing is a comprehensive term that encompasses the use of digital technologies, primarily the
Internet, as well as mobile phones, display advertising, and other digital mediums. Social media,
electronic billboards, and digital, television, and radio channels can all be used as part of a business’s
digital marketing strategy.

There are several digital marketing techniques available, including search engine optimization (SEO),
search engine marketing (SEM), content marketing, influence marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, and social media marketing.

Digital marketing involves the use of electronic technology to engage with customers, which can include
email, geolocation, mobile marketing, social media, online customer communities, webinars, and video-
based content.

1.2.2DIGITAL MARKETING'S OBJECTIVES:

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A successful digital marketing campaign requires SMART goals (Specific, Measurable, Achievable,
Relevant, and Time-bound) that are compared to competitors' effectiveness. Your marketing
strategyincorporate four key objectives.

1. SALES INCREASE

For a majority of businesses, the primary aim of digital marketing is to enhance sales or generate
leads since it is an easily measurable metric that can increase revenue. By leveraging key performance
indicators (KPIs), we can assess our progress towards achieving this objective, which can be tracked
in spreadsheets.

2. OPTIMIZE CONVERSION STRATEGY

By employing goal tracking in Google Analytics, businesses can monitor another crucial objective of
digital marketing. It provides insights into conversion rates across diverse metrics such as traffic
sources, campaigns, landing pages, keywords, and locations.

3. CUSTOMER RETENTION RATIO

Analytics provides a metric called “New vs. Returning Visitors,” which can be easily tracked.
Understanding the number of returning visitors is crucial to assessing the effectiveness of our business
in building customer loyalty.

4. AUTHENTIC USER TRAFFIC VOLUME

Natural traffic from search engines, known as organic traffic, is free and separate from paid traffic.
Companies strive to boost organic visitor numbers by applying search engine optimization tactics to
achieve high search engine rankings.

1.2.3 DIGITAL MARKETING’S DIVERSE FUNCTIONS:

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 The marketing landscape is rapidly evolving, with digital media emerging as a force to be reckoned
with. It’s clear that digital is the future of marketing, and it’s likely that traditional forms of media will
soon be replaced altogether. While some may feel nostalgic for old-school media, younger generations
are embracing the digital revolution with open arms.

Digital methods of communication and marketing offer a range of advantages over traditional forms of
media, including speed, versatility, practicality, and streamlined processes. With the technology now
available, it’s no wonder that we have quickly moved into the digital age. The good news is that digital
media offers enormous potential for both businesses and consumers, making it an ideal choice for
marketers looking to grow their brands.

1.2.4 KEY FORMS OF DIGITAL MARKETING:

 Websites and SEO content

 Blogs

 Internet banner ads

 Online video content

 Pay-per-click (PPC) advertising

 Email marketing

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

 Mobile marketing (SMS, MMS, etc.)

1.2.5 FUTURE OF DIGITAL MARKETING:

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Digital marketing has revolutionized the way business is conducted by opening up a new landscape for
online businesses. A survey predicts that India will have approximately 600 million internet users by
2017, which presents a lucrative opportunity to sell products and services to a growing population of
tech-savvy internet users. The rising popularity of the digital India campaign is also adding new
dimensions and excitement to the future of digital marketing in India. Furthermore, the trend of growing
startups is contributing significantly to the potential of digital marketing in India.

Lack of funding is a common challenge for start-ups, but digital marketing can be a cost-effective
solution that yields results. It’s a powerful, conversion-oriented approach that can be measured using
tools like Kissmetrics and Google Analytics, making it a highly effective mode of marketing. With over
900 private TV channels and 250+ radio stations in India, traditional marketing can be expensive and
confusing, but digital marketing is the only guaranteed way to reach your target audience in today’s
internet-driven world.

Despite concerns about the future of print media, traditional media is here to stay, with television and
radio remaining safe and thriving. Numerous brands still allocate advertising funds to these mediums.

The stakes are getting higher for the Super Bowl as time goes by. The field of digital marketing offers a
plethora of career paths to choose from, and it is not only necessary for the future, but for the present as
well. In India, there are tremendous opportunities available for professionals in this field.

1.3 ORGANIZATION PROFILE

1.3.1 ABOUT HAZO DIGITAL

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 Hazo Digital is focused on marketing through digital channels, aiming to help their clients meet their
business objectives. Their services encompass creating and launching campaigns on social media, pay-
per-click advertising, videos, and websites for corporate clients.

1.3.2 MOTTO:

“*Target *Align *Accelerate”

1.3.3 MISSION:

“To rocket the business to the top with unrivalled digital marketing strategies”

1.3.4 CLIENTS OF HAZO DIGITAL:

ABOUT HAZO DIGITAL:

Hazo Digital is a renowned Chennai-based full-service web services and consulting digital marketing
agency offering powerful digital marketing solutions and building websites and web-based applications that
are relevant to a client’s needs. These encompass static websites, dynamic e-commerce platforms,

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interactive web applications, web-based tools such as documentation systems, content management
systems, and online surveys, among others.

Hazo Digital ensures that clients receive a comprehensive solution that aligns with their underlying
business needs. This entails fusing consulting expertise with the precision of execution across numerous
business functions and skills required for a superior web experience. These disciplines cut across business
analysis, communication, user experience, graphic design, and technology. They derive immense
satisfaction from their capability to operate across every possible combination and permutation that the
World Wide Web presents, without being restricted to a single facet of the Internet.

STRENGTH:

It has been realized that building a website requires more than just technical knowledge or skilled
designers. To make it an effective business tool, it takes a team with a diverse set of skills, such as website
design, online marketing, analytics, and network administration. At Hazo Digital, their staff utilizes their
individual abilities to ensure their online activities are fruitful. The team is made up of professionals from
marketing, advertising, and consulting backgrounds with over five years of business experience, business
analysts who consult with clients to determine the best strategy, and usability professionals like graphic
designers, copywriters, and content researchers who create aesthetically pleasing and user-friendly digital
assets.

In the present world, there are numerous technology solutions available for a single problem, and
technologists have expertise in all web technologies. They motivate their team to develop skills in different
domains to create and sustain a rich foundation for innovation.

INNOVATIVE SOLUTION:

Hazo Digital stands out from typical digital agencies with its focus on research and development, and its
ability to offer innovative services and solutions alongside conventional services such as social media
consultancy, lead generation, viral campaigns, and SEO/SEM services.

1.3.5 MANAGING RELIABILITY IN PROCESS:

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The management of digital marketing often requires the adoption of new skills, technologies, staff, and
processes, which can be a major undertaking. Digital marketing governance is seen as the optimal means of
organizing teams and streamlining processes for larger organizations, whereas smaller teams can overlook
this section.

SERVICES IN HAZO DIGITAL :

1. WEBSITE DESIGN AND DEVELOPMENT

Their digital marketing firm offers a complete website design and development service that helps
businesses establish a strong online presence. They produce exceptional and captivating website
designs, ensuring their websites are completely responsive, using a CMS, and employing SEO.

2. VIRTUAL WORKSPACE APPLICATIONS

Operating from multiple locations across India and working in dispersed teams, many clients have
frequent interactions with vendors and partners. In order to ensure effective teamwork, it is crucial that
information is disseminated accurately and in a timely manner throughout the system.

3. ONLINE MARKETING

The online marketing services they provide do not solely entail transforming offline marketing tactics to
the online space. Instead, the objective is to devise inventive campaigns that strategically utilize the
online medium, cutting through the noise and achieving substantial impact for the intended audience.
Our ultimate aim is to drive direct responses and foster brand development.

4. SEARCH MARKETING

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 Approximately 80% of internet traffic originates from search engines, and almost 90% of users don’t
bother checking results beyond the initial 30. Hence, an SEO strategy should aim for the highest
possible rankings.

1.4 STUDY OBJECTIVES

PRIMARY OBJECTIVE:

• Examining the potential of digital marketing through contemporary channels that cater to the
target audience’s information consumption patterns.

SECONDARY OBJECTIVE:

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 • To lay the groundwork for digital marketing, businesses must conduct secondary research on
information obtained from other sources that can be relevant to the products or services being
marketed.

• Marketing research is aimed at gathering knowledge from sources that appear relevant to the
product or service.

• With the advent of digital marketing, businesses are no longer confined to the limitations of
traditional marketing techniques.

1.5 SCOPE OF THE STUDY

The scope of this project is to conduct a comprehensive study that evaluates the effectiveness of cutting-
edge strategies in digital marketing, with a specific focus on acquisition strategies. The research aims to
analyze and assess how these strategies can be used to acquire new customers and expand the customer
base for businesses operating in the digital landscape.

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The study will encompass a wide range of digital marketing aspects, including search engine optimization
(SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, email marketing, and
influencer marketing. The research will explore how these strategies can be effectively applied to acquire
customers through various online channels and platforms.

The findings of this research will contribute to the existing body of knowledge in the field of digital
marketing, offering valuable insights and practical recommendations for businesses seeking to optimize
their acquisition strategies and drive customer growth in the digital landscape. The results will be
particularly useful for marketers and professionals involved in digital marketing, enabling them to make
informed decisions and improve the overall effectiveness of their marketing efforts.

1.6 NEED OF THE STUDY

The need for this study arises from the evolving nature of the digital marketing landscape and the
importance of effective acquisition strategies in driving business growth. As businesses increasingly rely on
digital platforms to reach their target audience, it becomes crucial to evaluate the efficacy of cutting-edge
strategies in digital marketing, particularly in the context of customer acquisition.

Firstly, the rapid advancements in technology and digital platforms have transformed the way consumers
engage with brands and make purchasing decisions. This shift necessitates an understanding of the most
effective strategies for acquiring customers in the digital realm. By studying the efficacy of cutting-edge
strategies, businesses can identify the most impactful approaches to attract and convert potential customers.

Secondly, the competitive nature of the digital market requires businesses to constantly adapt and innovate
their marketing strategies. Digital marketing provides a multitude of options, such as SEO, PPC advertising,
social media marketing, and influencer marketing. However, not all strategies may be equally effective in
driving customer acquisition. Therefore, there is a need to conduct a study that specifically focuses on the
efficacy of these cutting-edge strategies to provide businesses with insights and guidance.

Moreover, the study will help bridge the gap in existing literature by focusing on acquisition strategies in
digital marketing. While digital marketing as a whole has been extensively researched, there is a lack of

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comprehensive studies that specifically analyze the effectiveness of acquisition strategies. This study will
address this gap by providing a concentrated investigation into these strategies and their impact on customer
acquisition.

Additionally, understanding the efficacy of cutting-edge acquisition strategies in digital marketing is crucial
for businesses to optimize their marketing budgets and resources. By identifying the most effective
strategies, businesses can allocate their resources strategically and maximize their return on investment.

1.7 LIMITATIONS OF THE STUDY

The research only focuses on Hazo Digital. The expenses of online marketing, such as hardware, software,
website development, distribution, maintenance, and hosting, must be considered as part of the cost of
delivering products and services.

Although the internet is widely used to gather information, a considerable number of your customers may
still seek out in-person interactions when they shop. For small businesses with just one physical location,
this preference could discourage customers from buying.

Despite the rapid integration of digital technology into businesses and its potential benefits such as wider
customer reach, several companies, both small and large, struggle with effectively communicating their
brand information. This can be attributed to the lack of investment in technology and training resources,
which many businesses fail to recognize as a fundamental concern.

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 CHAPTER II

2.1 REVIEW OF THE LITERATURE

2.1.1 STRATEGIES:

The reliability of marketing strategies from decades ago has diminished in the current digital era. The world
of technology is constantly changing, which has had a significant impact on marketing strategies.
Contemporary marketing strategies are primarily focused on digital platforms, owing to the exponential
increase in internet usage. Companies are using online platforms to market their products and services, and
they have realigned their marketing objectives to incorporate digital technologies. The methods by which
businesses engage with their customers today were once unfathomable.

It’s important to understand that a successful digital marketing strategy isn’t measured by the number of
gadgets or buzzwords you use. Instead, the effectiveness of your strategy in achieving its goals is what truly
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matters. Your approach will determine whether you succeed or fail, so defining your intent clearly is
crucial. Some businesses recognize the importance of prioritizing customer satisfaction as the key to
success.

The concept arises from the fact that customers are solely interested in products and services that have
practical applications for them, rather than being impressed by hype. In the present day, companies
prioritize creating products that will sell, rather than selling products they can create. As a result, acquiring
new customers has become a primary goal, with digital platforms being a suitable option due to the
widespread availability of devices such as tablets and smartphones.

2.1.2 DEFINITION:

A strategy is an action that executives take to achieve one or more goals of the company. Additionally,
strategy can be defined as “a broad path established for the organization and its different elements to realize
a desired state in the future. This strategy emerges from a detailed strategic planning process.”

2.1.3 STRATEGIES’ NEW ERA

1. Google Search

Google has implemented a new algorithm called “Hummingbird”, which marks a significant shift in the
importance of keywords. Instead, greater emphasis is placed on the quality of the content found on a
website. This change means that Google will now prioritize higher-quality content, making it more
visible in search rankings.

As a result of this update, marketers must reconsider their current website strategies due to the influx of
new Top Level Domains and Google’s increased focus on content quality. By using authentic domains
in new TLDs that are relevant to their content and business category, marketers can increase their
chances of ranking higher in organic search and improve their brand’s internet traffic control.

2. Cookies

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 Microsoft, Facebook, and Google are now utilizing their own technology to track their customers’
online activity rather than relying on cookies, which will assist them in analyzing their customers’
behavior and developing personalized marketing strategies.

3. Domain Names

The growing importance of individual domain names highlights the need for digital marketers to adopt a
comprehensive online strategy that includes acquiring domains that resonate with specific audiences or
campaigns. TLDs provide an opportunity for creativity while also adding complexity to the online
marketing equation.

As the world increasingly embraces digital, many businesses are following suit. Digital media has
emerged as the primary driver of marketing, leaving behind traditional forms of media such as
newspapers, TV broadcasting, and radio advertising.

Digital media has become an essential player in the marketing field, and it is crucial for startups and
small-scale businesses to understand its massive potential. Digital media is continually evolving to meet
advertising and marketing needs, creating endless opportunities.

2.1.4 DIGITAL MARKETING SERVICES’ CUSTOMER EXPECTATION

The internet is transforming both the expectations and behavior of customers, and comprehending their
behavioral patterns is critical for companies to thrive in the online business realm. Companies are
recognizing that conventional sales channel tactics and marketing strategies do not necessarily translate to
success in e-commerce.

There is a shift in focus among organizations as they move away from emphasizing product technology,
production efficiency, and cost reduction strategies. Instead, they are seeking to comprehend their product
delivery and services from the perspective of the E Customer, which is compelling e-commerce companies
to alter the value proposition of their businesses. In the e-commerce setting, the customer’s perception of
value is critical, necessitating the re-engineering of business strategies and functions to deliver “value
innovation.”

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Usually, customers who browse the internet with the intention of making a purchase want to complete the
transaction promptly due to time limitations. The e-commerce model’s convenience and speed are the main
reasons why they prefer online shopping. Additionally, customers tend to purchase items online because
they can quickly compare prices among competitors and select the most affordable option. By this point, it
is assumed that the product or service will be of the highest quality, leaving no room for doubt. In addition,
the brand’s familiarity may be a factor that influences the customer’s decision to click.

2.1.5 THREE LEVELS OF EXPECTATIONS

i) The Consumer Must Always Come First

Adapting to the consumer’s needs has become a popular trend in the business world. It’s important to
keep in mind that consumers are less forgiving towards companies nowadays, as they have a variety of
options available to them. If they are not satisfied with a particular company, they have the freedom to
switch to a competitor or a larger retail store for similar goods and services.

The power lies with the customers, who have clear preferences and demands. To survive in the market,
it’s imperative to satisfy their expectations. Hence, keep the consumer at the center of your operations.

ii) The Far-Reaching Influence of Customer Voice in Today's Market

The emergence of social media, internet, and mobile technology has led to an exponential growth in
consumer-to-consumer communication. In the past, consumers could only express their views on a
business to those in their immediate circle of family, close friends, and neighbors, and these
conversations were typically restricted to the phone numbers listed in their address book.

The influence of a single tweet cannot be underestimated, as it can be retweeted and spread widely on
the internet, reaching millions of people. This puts a significant burden on companies to provide
excellent customer experiences to avoid losing customers and damaging their reputation due to a
seemingly minor social media post.

iii) The User’s Opinion Must Be Taken Into Consideration

Nowadays, it’s crucial to value the viewpoints of users and factor them in when modifying products and
promotional approaches. With many purchasing options available to customers, ignoring their needs
may prompt them to switch to a competitor.

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 It is crucial for businesses to actively seek customer insights and incorporate them into their evolving
strategies. Valuable information can be obtained through methods such as surveys, social interaction,
big data collection, and customer service experiences.

The current landscape of business empowers customers to dictate the operational strategy and service
catalog of your company. Enterprises that heed these customer opinions are poised for success in their
markets.

EMPIRICAL REVIEWS

 Hoffman et al (1995) were the first researchers to propose a structural framework for examining
the development of commercial activity on the Web. They explored the Web's role both as a
distribution channel and as a medium for marketing communication, evaluated the resulting benefits
to consumers and firms, and discussed the barriers to its commercial growth from both supply and
demand side perspectives. They proposed that the interactive nature of the Web freed customers
from their traditional passive role as receivers of marketing communications, giving them access to
greater amounts of dynamic information to support decision making.
 Hoffman et al also identified benefits for firms, not only in the delivery of information but also in
the development of customer relationships. The impact that interactive shopping might have on
consumer behaviour, and on retailer and manufacturer revenue generation, was addressed by Alba
et al (1997). They considered the relative attractiveness to consumers of alternative retail formats.
They noted that technological advances offered consumers unmatched opportunities to locate and
compare product offerings, but that price competition may be mitigated by the ability of consumers
to search for more differentiated products better fitted to their needs.
 The authors examined the impact of the Internet as a function of both consumer goals and
product/service categories and explored consumer incentives and disincentives to purchase online
versus offline. The paper also discussed implications for industry structure in terms of competition
between retailers, competition between manufacturers, and retailer-manufacturer relationships. It
concluded with a list of research questions raised by the advent of interactive home shopping.
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 Continuing the theme of interactive shopping, Peterson et al (1997) analyzed channel intermediary
functions that could be 19 performed on the Internet, classified its potential impact by category type,
discussed how price competition might evolve, and suggested a framework for understanding its
possible impacts on marketing to consumers.
 7 Building on the framework for classifying Internet commerce sites suggested by Hoffman et al
(1995), Spiller and Lohse (1998) surveyed 44 website features across a convenience sample of 137
women‟s apparel retail sites. Using cluster and factor analysis they identified five distinct web
catalogue interface types: superstores, promotional stores, plain.
 sales stores, one page stores, and product listings. Differences between online stores centered on
size, service offerings, and interface quality. Turning to more narrowly focused research, Berthon
et al (1998) developed a conceptual framework for evaluating a business-to-business (B2B) website
as a marketing communication channel.
 Network methods and analysis tools have been proposed by Iacobucci (1998) as useful for
examining interactive marketing systems. She describes the content properties of interactive
marketing: technology, intrinsic motivation, use of interactive marketing information, and the real-
time aspect of interaction, together with the structural properties of interactive marketing:
customization, responsiveness, interactions amongst relevant groups, and a structure of networked
networks. She suggests that interactive marketing is network and can therefore be analyzed using
the tools developed to help understand the meaning of intricate network structures. Increasingly
from the late 1990s new and existing theories have been tested empirically using experimentation,
consumer surveys, or actual browsing/purchasing behaviour.

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CHAPTER III

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3.1 RESEARCH OF METHODOLOGY

Introduction :

Research is the process of systematic and in-depth study or search for any particular topic ,subject or area
of investigation, backed by collection, compilation, presentation and interpretation of relevant details or
data. Research methodology is a way to systematically solve the research problem. It may be understood as
a science of studying how research is done scientifically.

Research Design :

A research design is purely and simply the framework plan for a study that guides the collection and
analysis of a data. In this study the researcher has adopted descriptive research design .

Descriptive Research Design :

It includes surveys and fact finding enquiries of different kinds. It simply describes something such as a
demographic of employees. It deals with description of the state of offers as it is and the researchers have
no influence on the respondents .

3.2 SAMPLE SIZE

Sampling:

It is the process of selecting a representative subset of a total population for obtaining data for the study of
the whole population of the subset is known as a sample. The sample size is selected to study 100
employees. The techniques of the sampling unit in this study are convenience sampling.

3.3 METHOD OF DATA COLLECTION

Data Collection :

Data collection is one of the most important aspects of research. For the success of any project accurate
data is very important and necessary. The information collected through research methodology must be
accurate and relevant.
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Methods of data collection:

➤ Primary Data

➤ Secondary Data

Primary Data:

Data collected by a researcher is known as primary data. It is collected by a person for his own use obtained
from findings. This is considered as firsthand information. This is that data which is collected by us to meet
our own specific purpose. The data is collected by the means of a questionnaire filled in by the employees
at different posts in Hazo Digital private ltd. This method of data collection is very popular particularly in
big organizations.

Secondary Data:

Secondary data means data that are already available i.e., they refer to data which has already been
collected and analyzed by someone else. This type of data information can also be used by the researcher
for his use as second hand information sources through which secondary data can be collected. Secondary
data may either be published data or unpublished data.

3.4 SAMPLING TECHNIQUES

Sampling :

It is the process of selecting a representative subset of a total population for obtaining data for the study of
the whole population of the subset is known as a sample. The sample size is selected to study 53 (Large
Sample). The techniques of the sampling unit in this study are convenience sampling .

Convenience Sampling :

In this method the sample units are chosen primarily on the basis of the convenience to the researcher .

Questionnaire :
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The questionnaire is prepared is such a way that they cover the comprehensive objectives of the study.
Close ended multiple choice types questions are adopted in this research.

3.5 PERIOD OF STUDY

Period of study :

The time period of the study is 3 months .

3.6 STATISTICAL TOOLS

Statistical tools used :

 Simple Percentage Analysis

 Chi - Square tests

Simple Percentage Analysis:

Simple percentage can also be used to compare the relationship distribution of two or more items. For
calculations the simple percentage analysis follows the formula used.

FORMULA

Percentage of the respondents = Number of respondents/Total respondents*100.

Chi-square analysis:

Chi-square is an on parametric test. The chi-square method is the application of testing the significance
difference between observed and expected values.

Tools :

Using SPSS statistical tools.

The research approach: Survey Method.

The research instrument: Questionnaire.

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 CHAPTER IV

4.1 ANALYSIS AND DECIPHERING OF DATA

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

4.1 PERCENTAGE ANALYSIS

TABLE NO: 4.1.1

Table showing the gender of respondents

GENDER FREQUENCY PERCENT

MALE 43 81.1

FEMALE 10 18.9

TOTAL 53 100.0

CHART NO: 4.1.1

Figure showing the gender of respondents

INTERPRETATION:

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

TABLE 4.1.2

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Table showing the age of the respondents

AGE FREQUENCY PERCENT

18-22 5 9.4

23-30 32 60.4

30-45 14 26.4

ABOVE 45 2 3.8

TOTAL 53 100

CHART NO: 4.1.2

Figure showing the age of the respondents

INTERPRETATION:

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

TABLE 4.1.3

Table showing the purchasing frequency in online of the respondents

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 PURCHASING FREQUENCY PERCENT
FREQUENCY

1-2 TIMES 49 92.5

3-4 TIMES 4 7.5

TOTAL 53 100.0

CHART 4.1.3

Figure showing the purchasing frequency in online of the respondents

INTERPRETATION:

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

TABLE 4.1.4

Table showing the socio-economic state of the respondents

SOCIO ECONOMIC STATUS FREQUENCY PERCENT

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STUDENT 8 15.1

EMPLOYED 43 81.1

SELF EMPLOYED 1 1.9

OTHERS 1 1.9

TOTAL 53 100.0

CHART 4.1.4

Figure showing the socio-economic state of the respondents

INTERPRETATION :

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

TABLE 4.1.5

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

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 BUSINESS FOLLOW FREQUENCY PERCENT
FREQUENCY

1-5 TIMES 37 69.8

6-10 TIMES 5 9.4

11-15 TIMES 2 3.8

MORE THAN 15 TIMES 9 17.0

TOTAL 53 100.0

CHART 4.1.5

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

INTERPRETATION:

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

TABLE 4.1.6

Table showing hours spent in networking sites

HOURS SPENT FREQUENCY PERCENT

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0-5 HOURS 23 43.4

6-10 HOURS 15 28.3

11-20 HOURS 9 17.0

21-30 HOURS 6 11.3

TOTAL 53 100.0

CHART 4.1.6

Figure showing hours spent in networking sites

INTERPRETATION:

From the above table it is found that 43.4% of respondents spend 0-5 hours and

28.3% spend 6-10 hours and only less spend more hours.

TABLE 4.1.7

Table showing Benefits of networking sites by the respondents

BENEFITS NETWORKING FREQUENCY PERCENT

SITES

ALWAYS 17 32.1
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SOMETIMES 29 54.7

NEVER 4 7.5

OFTEN 3 5.7

TOTAL 53 100.0

CHART 4.1.7

Figure showing Benefits of networking sites by the respondents

INTERPRETATION:

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

TABLE 4.1.8

Table showing Benefits of marketing in social media of the respondents

BENEFITS FREQUENCY PERCENT

BRANDING 15 28.3

CUSTOMER GAIN 6 11.3

31
AWARENESS 21 39.6

NEW PRODUCTS 11 20.8

TOTAL 53 100.0

CHART 4.1.8

Figure showing Benefits of marketing in social media of the respondents

INTERPRETATION:

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

TABLE 4.1.9

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

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ADS FREQUENCY FREQUENCY PERCENT

ALWAYS 2 3.8

SOMETIMES 18 34.0

NEVER 30 56.6

OFTEN 3 5.7

TOTAL 53 100.0

CHART 4.1.9

Figure showing the advertisement frequency in facebook page of the respondents

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INTERPRETATION:

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

TABLE 4.1.10

Table showing blog usage frequency of the respondents

BLOG USAGE FREQUENCY PERCENT

FREQUENCY

ALWAYS 3 5.7

SOMETIMES 25 47.2

NEVER 17 32.1

OFTEN 8 15.1

TOTAL 53 100.0

CHART 4.1.10

Figure showing blog usage frequency of the respondents

34
INTERPRETATION

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

4.2 CHI SQUARE TEST

4.2.1 Gender * Hours Spent Cross Tabulation

Null Hypothesis:

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

Alternate Hypothesis:

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

Gender * Hours spent Cross tabulation

      HOURS SPENT
0-5 6-10 11-20 21-30 TOTAL
     
HOURS HOURS HOURS HOURS
GENDE MALE COUNT 18 11 9 5 43
R   EXPECTED 18.7 12.2 7.3 4.9 43.0
35
 COUNT
FEMALE COUNT 5 4 0 1 10
EXPECTED
  4.3 2.8 1.7 1.1 10.0
COUNT
  TOTAL COUNT 23 15 9 6 53
EXPECTED
    23.0 15.0 9.0 6.0 53.0
COUNT

CHI SQUARE TEST

VALUE DF ASYMP.SIG (2-

SIDED)

PearsonChi-Square 2.832a 3 0.418

Likelihood Ratio 4.447 3 0.217

Linear by linear 0.788 1 0.375

association

N of valid cases 53

a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.13.

INFERENCE:

From the above Chi Square Table,

Calculated Value > Critical Value

0.418 > 0.05

From the analysis, It is identified that the calculated value is less than the critical value. It
shows that there is no significant relationship between Gender and Hours spent on
36
 Networking sites. Thus we accept null hypothesis.

4.2.2Socioeconomic status * Purchasing Frequency Cross tabulation

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

Socioeconomic status * Purchasing Frequency Cross tabulation

      PURCHASING FREQUENCY
TOTAL
      1-2 TIMES 3-4 TIMES
STUDENT COUNT 7 1 8
  EXPECTED COUNT 7.4 0.6 8.0
EMPLOYED COUNT 40 3 43
  EXPECTED COUNT 39.8 3.2 43.0
SOCIO-ECONOMIC STATUS SELF
COUNT 1 0 1
EMPLOYED
  EXPECTED COUNT 0.9 0.1 1.0
OTHERS COUNT 1 0 1
  EXPECTED COUNT 0.9 0.1 1.0
  TOTAL COUNT 49 4 53
    EXPECTED COUNT 49.0 4.0 53.0

37
Chi-Square Tests

VALUE DF ASYMP.SIG
(2-SIDED)

PearsonChi-Square 0.465a 3 0.927

Likelihood Ratio 0.573 3 0.903

Linear by linear 0.435 1 0.509

association

N of valid cases 53

a. 6 cells (75.0%) have expected count less than 5. The minimum expected count is
.08.

INFERENCE:

From the above Chi Square Table: 0.927 > 0.05

Calculated Value > Critical Value

From the analysis, It is identified that the calculated value is greater than the critical value. It
shows that there is no significant relationship between socio economic status and the online
purchasing frequency. Thus we accept null hypothesis.

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 CHAPTER –V

5.1 FINDINGS

The findings from the survey provide valuable insights into the respondent pool and their behaviors related
to digital marketing:

 Gender Imbalance: The majority of employees in the respondent pool are male (81.1%), while
18.9% are female. This gender imbalance suggests a potential disparity in the representation of male
39
 and female perspectives within the data. It highlights the need for more inclusive research efforts to
ensure diverse insights and experiences are considered.
 Age Distribution: The age groups of the respondents are diverse. The largest proportion falls within
the 23-30 years old category (60.44%), indicating that this age range is a significant segment of the
target audience. The 18-22 years old age group represents 9.4%, the 30-45 years old group
comprises 26.4%, and those over 45 years old make up 3.8%. These age distributions provide
valuable information for businesses to tailor their marketing strategies and messaging to specific age
groups.
 Online Purchase Behavior: A significant percentage of respondents (95.2%) reported making 1-2
online purchases, while 7.5% made 3-4 purchases. These findings indicate a preference for online
shopping and highlight the importance of digital marketing in reaching and engaging consumers.
Businesses can leverage this insight to develop effective digital marketing campaigns and enhance
their online presence.
 Employment Status: Among the respondents, the majority (81.1%) are employed, 15.1% are
students, 1.9% are self-employed, and the remaining 1.9% fall into the "other" category. These
statistics provide a snapshot of the occupational distribution within the respondent pool, allowing
businesses to tailor their marketing strategies to suit the preferences and needs of different
employment segments.
 Social Media Usage: The findings indicate that a significant percentage of respondents engage with
social media services. 69.8% reported following social media services 1-5 times, 9.4% follow 6-10
times, 3.8% follow 11-15 times, and 17.0% follow more than 15 times. This underscores the
importance of social media platforms as effective channels for businesses to reach and engage their
target audience.
 Benefits of Marketing: Respondents identified various benefits of marketing. 28.3% emphasized
branding, 11.3% recognized customer gain, 39.6% saw awareness as a key benefit, and 20.8%
acknowledged marketing as a way to introduce new products. These findings highlight the
multifaceted nature of marketing and emphasize the importance of creating comprehensive
strategies that go beyond just social media posting.
 Facebook Ad Posting: The results indicate that a small percentage of respondents (3.8%) always
post ads on Facebook, while 34.0% sometimes post, 56.6% never post, and 5.7% often post. These
findings suggest the need for businesses to create engaging and visually appealing ads to capture
users' attention on Facebook, as the majority of respondents either never post or only do so
occasionally.

40
  Blog Usage: The findings reveal that 5.7% of respondents always use blogs, 47.2% sometimes use
blogs, 32.1% never use blogs, and 15.1% often use blogs. These statistics highlight the prevalence
of digital marketing through blogs and emphasize the potential of utilizing blog platforms to reach
and engage with target audiences.

In summary, the survey findings provide valuable insights into the respondent pool's gender
distribution, age demographics, online purchase behavior, employment status, social media usage,
perceptions of marketing benefits, and preferences for Facebook ads and blog usage. Businesses can
leverage these insights to inform their digital marketing strategies, target specific audience
segments, and enhance their overall marketing effectiveness.

5.2 SUGGESTIONS

• Companies should prioritize Digital marketing technologies since the majority of their employees
prefer internet-based marketing.
• To fine-tune business operations, employees must be educated on digital networking

• since only individuals aged 23-30 are heavily invested in social media marketing.

• Since most customers make online purchases, companies should consider enhancing this medium
with more customer-friendly options.
• Facebook and other social media ads should be displayed in a manner that catches the attention of
customers as most Facebook ads go unnoticed.
• Social media sites and websites should be optimized for mobile usage.

• Adding a business blog to a website can improve the site’s SEO, making it a beneficial addition.

41
5.3CONCLUSION

The progression of generations and advancements in technology have revolutionized the field of marketing
and advertising. Traditional marketing techniques that once dominated the industry have given way to new
and innovative approaches. One of the most effective and modern strategies is digital marketing.

Digital marketing has elevated the business landscape to new heights. It offers numerous benefits and
presents lucrative possibilities for businesses, while the drawbacks associated with it are minimal.

The emergence of the internet has completely transformed the marketplace. Companies now have the
ability to connect with customers on a global scale through various digital marketing channels. This not
only expands their potential customer base but also provides opportunities to establish a strong global
presence and achieve long-term success.

Digital marketing enables businesses to reach a wider audience, engage with customers in a more
personalized manner, and create targeted campaigns tailored to specific demographics. It offers flexibility,

42
allowing companies to adapt their strategies in real-time and make data-driven decisions. Additionally,
digital marketing provides cost-effective solutions compared to traditional advertising methods.

Furthermore, digital marketing provides businesses with the ability to track and measure the effectiveness
of their marketing efforts. Through analytics and data insights, companies can gain valuable information
about consumer behavior, preferences, and trends. This enables them to refine their marketing strategies,
optimize their campaigns, and enhance the overall customer experience.

In conclusion, the rise of digital marketing has transformed the business landscape by providing abundant
benefits and lucrative possibilities. With the ability to connect with a global audience, establish a strong
online presence, and leverage data-driven insights, businesses can thrive in the digital age and achieve long-
term success
5.4 BIBILOGRAPHY

REFERENCES:

1. Smith, S. (2022). "The Evolution of Digital Marketing: From Traditional to Modern Strategies." Digital
Marketing Journal. 

2. Patel, N. (2021). "The Complete Guide to Digital Marketing." Neil Patel. 

3. Doe, J. (2020). "Effective Strategies for Digital Marketing Success." Business Today.

4. Adams, M. (2019). "Digital Marketing Trends: What to Expect in the Future." Marketing Insights.

5. Wikipedia contributors. (n.d.). Digital marketing. In Wikipedia. Retrieved from

https://en.wikipedia.org/wiki/Digital_marketing

43
6. Teten, R. L., & Singer, J. B. (n.d.). Online marketing: Strategies, tips, and tools to improve your
internet business. Retrieved from http://www.wisdomportal.com/Books/OnlineMarketing.html

7. Social Media Today. (n.d.). Marketing trends 2013 and beyond. Retrieved from
http://www.socialmediatoday.com/content/marketing-trends-2013-and-beyond

8. Get Free Web Traffic. (n.d.). Benefits of online marketing. Retrieved fromhttp://www.get-free-web-
traffic.com/benefits-of-online-marketing.html

5.5 ANNEXURE

QUESTIONNAIRE :

Organisation Name________________

1) Name :

2) Gender :

a) Male b) Female

3) Age :

a) 1 8-22

44
b) 23-30

c) 30-45

d) 45 and above

4) Socio-economic state :

a) Student

b) Employed

c) Self-Employed

d) Others

5) How many hours do you spend in social networking sites in a week :

a) 0-5 Hours

b) 6-10 Hours

c) 11-20 Hours

d) 21-30 Hours

6)How many times do you purchase online in a week

a) 1-2 times

b) 3-4 times

c) 5-6 times

d) More than 7 times

45
7) How many company/business do you follow through social media services

a1-5 times

b) 6-10 times

c) 11-15 times

d) More than 15 times

8)Which is your default search engine

a) Google

b) Yahoo

c) Bing

d) AOL

9)In what way social media helps in marketing

a) Branding

b) Customer Gain

c) Awarness

d) New Products

46
10)How often do you post ads in your facebook page

a) Always

b) Sometimes

c) Never

d) Often

11)In a typical day, how likely are you to use blogs ?

a) Always

b) Sometimes

c) Never

d) Often

12)Do you find social networking sites use full in branding

a) Always

b) Sometimes

c) Never

d) Often

13)Do you go to the second page on search ?

a) Always

47
b) Sometimes

c) Never

d) Often

14)Do you click on sponsored links

a) Always

b) Sometimes

c) Never

d) Often

15)Do you read the description below the search link ?

a) Always

b) Sometimes

c) Never

d) Often

16) How often do you read product reviews before making a purchase?

a) Always

b) Sometimes

c) Never

d) Often

17) Do you tend to buy products from well-known brands or smaller, independent brands?

a) Always go for well-known brands

b) Sometimes try smaller, independent brands

48
c) Never buy from smaller, independent brands

d) Often try both well-known and smaller, independent brands

18) How often do you abandon your shopping cart before completing a purchase?

a) Always

b) Sometimes

c) Never

d) Often

19) Do you tend to buy products on sale or at full price?

a) Always buy on sale

b) Sometimes buy on sale

c) Never buy on sale

d) Often buy at full price

20) How often do you use coupon codes when shopping online?

a) Always

b) Sometimes

c) Never

d) Often

21) Do you tend to shop at multiple online stores or stick to one or a few favorites?

a) Always shop at multiple stores

b) Sometimes shop at multiple stores

c) Never shop at multiple stores

49
d) Often stick to one or a few favorite stores

22) How often do you return products you've purchased online?

a) Always

b) Sometimes

c) Never

d) Often

23) Do you tend to buy products based on recommendations from social media influencers?

a) Always

b) Sometimes

c) Never

d) Oftens

24) How often do you check for deals and promotions before making a purchase?

a) Always

b) Sometimes

c) Never

d) Often

25) Do you tend to buy products from online marketplaces like Amazon or directly from individual brand
websites?

a) Always buy from marketplaces

b) Sometimes buy from marketplaces

c) Never buy from marketplaces

d) Often buy directly from brand websites

50
51