LIST OF CONTENTS

CHAPTER NO. TITLE PAGE NO

1 INTRODUCTION 1

1.1 Introduction to the Project 2

1.2 Industry Profile 4

1.3 Company Profile 6

1.4 Objectives of study 8

1.5 Scope of study 10

1.6 Significance of study 11

1.7 Limitations of study 12

2 LITERATURE REVIEW 14

2.1 Strategies 14

2.2 Research review 15

3 RESEARCH METHODOLOGY 21

3.1 Descriptive vs. Analytical 21

3.2 Research Approaches 22

3.3 Research Design 23

3.4 Data Source 24

3.5 Research Focus 25

3.6 Tools used in the analysis 30

4 ANALYSIS AND INTERPRETATION 34

4.1 Data analysis and interpretation 34

4.2 Chi-square test 35

4.3 Conclusion 36

4.4 bibliography / references 36

 CHAPTER 1

INTRODUCTION

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

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

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

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

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

1.2 INDUSTRY PROFILE

1.2.1 Definitions of Digital Marketing

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

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

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

engine marketing (SEM), content marketing, influence marketing, content automation,
campaign marketing, data-driven marketing and e-commerce marketing, social media
marketing.

Digital marketing is a general term for any the effort by a company to connect with
customers through electronic technology, including email, geo location and mobile
marketing, social media, online customer communities, webinars and other video-based
content.

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 1.2.2 Objectives of Digital Marketing:

Digital marketing objectives should be SMART (Specific, Measurable, Achievable,

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

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

2. IMPROVE CONVERSION RATE

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

3. PERCENTAGE OF RETURN VISITORS

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

4. ORGANIC TRAFFIC VOLUMES

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

1.2.3 Various functions of digital marketing:

It is not only a rapidly growing force in the current marketing playing field, it is set
to be the future of marketing, and it seems likely that digital media will soon replace more
traditional forms altogether. While older generations will no doubt lament the demise of
paper-based newspapers, books, communication methods and traditional TV and radio

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 broadcasts, those who have grown up with the internet and mobile phones as a God-given
right are already embracing the brave new world of digital consumption.

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

 Websites and SEO content

 Blogs
 Internet banner ads
 Online video content
 Pay-per-click (PPC) advertising
 Email marketing
 Social media marketing ( Facebook, Twitter, Linked In, etc.)
 Mobile marketing (SMS, MMS, etc.)

1.2.5 Future of Digital Marketing:

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

The most common problem that start ups face is lack of funds and digital marketing
can rescue them as the most cost-effective blessing in disguise. It is highly economical and
equally powerful way of conversion-oriented marketing. All the digital marketing
makeovers can also be quantified through powerful digital marketing tools like
Kissmetrics, Google Analytics, Google Website Optimizer, etc. that make it one of the most
result-oriented modes of marketing.There are more than 900 private TV channels and 250+
radio stations in India, which make traditional marketing quite expensive and highly

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 confusing with lots of in-built vacillations. However, in today‟s world of internet, Digital
Marketing is the only one and most guaranteed way of marketing, which is popularly being
the most preferred space of marketing communications and related interactions.

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

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

1.3 ORGANISATIONAL PROFILE:

1.3.1 RAGE Communications:
At Rage Communications, they are totally focused on harnessing the Internet to help
their clients meet their business objectives. Objectives as diverse as communication, e-
commerce, advertising and brand promotion, lead generation, connecting with customers,
employees, and vendors, carrying out surveys, transaction processing and work flow
management.

1.3.2 MISSION:

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

1.3.3 CLIENTS OF RAGE:

ABOUT RAGE:
Rage Communications is a Chennai-based full service web services and consulting
firm FOUNDED in 1996,build websites and web based applications that are relevant to a

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 client's needs. These encompass static websites, dynamic e-commerce platforms,
interactive web applications, web based tools such as documentation systems, content
management systems, online surveys, among others.

At Rage, clients can expect a complete offering based on the underlying business
realities of our clients. Thus they blend the insights of consulting with the rigour of
execution across the multiple business functions and skills that a truly rich web experience
requires. These disciplines cut across business analysis, communications, user experience,
graphic design and technology.

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

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

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

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

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

Professionals drawn from marketing, advertising and consulting backgrounds

with 5+ years of business experience, Business Analysts determine the strategy to be
adopted in consultation with the client and use the company resources to deliver the
strategy. Their usability professionals comprise graphic designers, copywriters and content

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 researchers who deliver online products so that they are aesthetically pleasing and the
viewers can intuitively use the digital asset they have created.

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

INNOVATIVE SOLUTION

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

1.3.4 MANAGING RELIABILITY IN PROCESS

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

SERVICES IN RAGE :

E-COMMERCE APPLICATIONS

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

functionality, automation, and analytical capability required by the web-marketer. Over the

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

WEBSITE DESIGN AND DEVELOPMENT

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

ONLINE WORKFLOW APPLICATIONS

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

ONLINE MARKETING

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

SEARCH MARKETING

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

1.4 OBJECTIVES OF STUDY

1.4.1 PRIMARY OBJECTIVE

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

1.4.2 SECONDARY OBJECTIVES

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

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

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

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

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

techniques.

1.5 SCOPE OF STUDY

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

1.6 SIGNIFICANCE OF STUDY

Digital media helps brands reach consumers to engage with their product or service
in a personalised way. Five areas, which are outlined as current industry practices that are
often ineffective are prioritizing clicks, balancing search and display, understanding
mobiles, targeting, view ability, brand safety and invalid traffic, and crossplatform
measurement. These practices are ineffective and some ways around making these aspects
effective are discussed surrounding the following points. Digital marketing is a massive

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 field with variety of career options. It is not only the future; it‟s a need of today. The
opportunities for a Digital Marketing professional are huge in India right now

PRIORITIZING CLICKS

Prioritizing clicks refers to display click ads, although advantageous by

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

BALANCING SEARCH AND DISPLAY

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

UNDERSTANDING MOBILES

Understanding mobile devices is a significant aspect of digital marketing

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

CROSS PLATFORM MEASUREMENT

The number of marketing channels continues to expand, as measurement

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

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 SIGNIFICANCE:

The massive penetration of digital technology is

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

IMPACT ON BUSINESSES

Digital Marketing allows businesses to reinvent their marketing strategies to

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

CAPITALIZING ON TALENT GAPS

Aspiring students and marketing professionals now have rewarding career

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

WHAT TO EXPECT

Digital Marketing industry is very dynamic with complex situations

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

1.7 LIMITATIONS OF TEH STUDY

The study is limited only to Rage communications. Online marketing is not

free as the cost of hardware, software, wed site design, online distribution costs,

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 maintenance hosting of website and yes time, all should be factored into the cost of
providing the product and service.

Still, the internet is considered as a source of information gathering for the majority
of your customers. Many people are there who still prefer the live interaction when they
buy. This may deter customers from buying if you have a small business with one location

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

CHAPTER-II

2.1LITERATURE REVIEW

2.1.1 STRATEGIES:

Marketing strategies that were adopted several decades back can‟t be reliable today. It‟s
the digital age and everything in the world of technology is fast evolving. This has affected
marketing strategies the most. Marketing strategies available today are almost entirely
directed towards digital perceptions. With exponential growth in internet access, companies
are leveraging online platforms to showcase their products and services. They have, in fact,
re-strategized their marketing bottom lines and have embraced digital technologies. The
ways in which companies reach out to their customers today were unthinkable even some
years ago.
Just know that a good digital marketing strategies doesn‟t mean how many gadgets
and neologisms you cram into it. How effectively your marketing strategies can achieve its
goals, is the most important thing. As a result, the way you define your intent will impact
whether you succeed or fail in your endeavour. There are organizations that reaffirm faith
in this concept and believe that success can be attained only via customer satisfaction.

The thought stems from the fact that customers are only interested in products and
services useful to them. Not in the drumbeating of the things you can do. Companies today
don‟t sell what they can make. It‟s the other way round. They make what they can sell. All

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 their efforts are directed to acquire new customers and resorting to digital platforms makes
sense because of the easy availability of devices like tabs and smart phones.

2.1.2 Definition:

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

2.1.3 New Age Strategies

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

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

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

3. Domain Names
Individual domain names will also grow with importance. Digital marketers need
to take a holistic approach to their overall online strategy, including acquiring domain
names that will resonate with a particular audience or campaign. The TLDs add one more

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 element to the online marketing equation while simultaneously providing a catalyst for
creativity.

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

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

2.1.4 Customer Expectation of Services in Digital Marketing

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

Understanding the customer behaviour pattern holds the key to successful online business
for Companies. Companies have begun to realise that the product as well as marketing
strategies that work for traditional sales channels o not hold good for their E Commerce
business models.
We now see that Organisations are slowly moving away from focussing on product
technology, production efficiency as well as cost reduction strategies and getting to
understand their product delivery and services from the E Customer‟s perspective. E
Customer‟s perspectives are forcing the E Commerce companies to change the value
proposition of their business. The Customer‟s perception of value is what holds good in the
E Commerce scenario and the Companies have got to re engineer their business strategies
as well as functions in line to deliver the so called „Value Innovation.
Generally speaking, all customers who are browsing the internet looking to make
a purchase are looking to finish with the purchase immediately due to lack of time. The
time and speed as well as convenience of the e business model is what is prompting them
to opt for online purchase. The next criterion that drives the customer to buy online is the
fact that they are able to quickly check out the rates amongst competition and go for the
cheapest deal.

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 At this stage the quality of the product or service is already taken for granted that
it is expected to be nothing but the best. The other factor that helps the customer go for the
„click‟ perhaps is the familiarity of the brand.

2.1.5 Three levels of expectations

The Consumer Must Always Come First

Shifting company perspective to more closely match that

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

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

The Customer Voice Reaches Much Farther Now

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

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

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

The User’s Opinion Must Be Taken Into Consideration

It‟s essential in today‟s marketplace to respect the user‟s opinion and take it into
consideration when altering products and marketing tactics. Customers have a lot of options

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 for making purchases, and if you aren‟t listening to their demands, they‟ll find a company
who will.

Companies must go out of their way to gain customer insights and include them in their
evolving strategies. Surveys, social interaction, big data collection, and customer service
experiences can all yield information that can be used for the betterment of your company.

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

2.2 RESEARCH REVIEW

 Hoffman et al (1995) were the first researchers to propose a structural framework for
examining the development of commercial activity on the Web. They explored the Web's
role both as a distribution channel and as a medium for marketing communication,
evaluated the resulting benefits to consumers and firms, and discussed the barriers to its
commercial growth from both supply and demand side perspectives. They proposed that
the interactive nature of the Web freed customers from their traditional passive role as
receivers of marketing communications, giving them access to greater amounts of dynamic
information to support decision making.

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

 The authors examined the impact of the Internet as a function of both consumer goals
and product/service categories and explored consumer incentives and disincentives to
purchase online versus offline. The paper also discussed implications for industry structure

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 in terms of competition between retailers, competition between manufacturers, and retailer-
manufacturer relationships. It concluded with a list of research questions raised by the
advent of interactive home shopping. Continuing the theme of interactive shopping,
Peterson et al (1997) analyzed channel intermediary functions that could be performed on
the Internet, classified its potential impact by category type, discussed how price
competition might evolve, and suggested a framework for understanding its possible
impacts on marketing to consumers.

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

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

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

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

CHAPTER-III

3.1 RESEARCH METHODOLOGY

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

According to Clifford Woody research comprises defining and redefining

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

3.1.1 Descriptive vs Analytical:

Descriptive :
Descriptive research includes surveys and fact finding enquiries of different kinds.
The major purpose of descriptive research is description of the state of affairs as it exists at
present. In social science and business research we quite often use the term Ex post facto
research for descriptive research studies. The main characteristic of this method is that the
researcher has no control over the variables; he can only report what has happened or what
is happening.
Most expose factor research projects are used for descriptive studies in which the
researcher seeks to measure such items as, for example, frequency of shopping, preferences

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 of people, or similar data. Ex post facto studies also include attempts by researchers to
discover causes even when they cannot control the variables. The methods of research
utilized in descriptive research are survey methods of all kinds, including comparative and
co relational methods. In analytical research, on the other hand, the researcher has to use
facts or information already available, and analyse these to make a critical evaluation of the
material.

3.2 RESEARCH APPROACHES

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

3.2.1 DATA COLLECTION PROCEDURE

The sources of recruitment are broadly divided into Internal Sources and
Externals Sources. Internal Sources are the sources within organizational pursuits. The
primary data is collected with direct interaction with candidates through questionnaire and
personal interview. The questionnaire consists of closed ended and open-ended questions.
Externals Sources are sources outside organizational pursuits. Research
is often described as an active, diligent and systematic process of inquiry aimed at
discovering, interpreting and revising facts. This intellectual investigation produces a

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 greater understanding of events, behaviours or theories and makes practical applications
through laws and theories. The term research is also used to describe a collection of
information about a particular subject, and is usually associated with science and scientific
method.
To the owners of a business, what counts is how much cash it is
generating. To determine the real cash flows, Research uses a form of forensic accounting
to decode financial statements, combining some of the best and most timely databases
available with modern information technology tools. Although cash flow analysis has
gained many converts and exponents in the quarter-century since it pioneered the practical
application of these concepts, Its approach is unique in its elegant simplicity and empirical
validation.

3.3 RESEARCH DESIGN

Research design is the conceptual structure with in which research would be
conducted. The function of the research design is to provide the collection of relevant
evidence with minimum expenditure of efforts, time and money. The suitable design is the
one that minimizes bias and maximizes the reliability of the data collected and analyzed.
A Research design is plan that specifies the objectives of the study, method to
be adopted in the collection of the data, tools in analysis of data and helpful to frame
hypothesis.“A research design is the arrangement of condition for collection and analysis
of data in a manner that aims to combine relevance to research purpose with economy in
procedure”.
Research design is needed because it facilitates the smooth sailing of the various
project operations, thereby making the project as efficient as possible yielding maximal
information with minimal expenditure of effort time and money. Also it minimizes bias and
maximizes the reliability of the data collected.

3.3.1 RESEARCH PLAN: -

Research Approach: SURVEY METHOD

PRIMARY SOURCE

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

3.4. DATA SOURCE:

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

Data Collection Instrument:

Closed Ended Questionnaire

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

3.5 RESEARCH FOCUS

The focus of this research is to the effectiveness of new age strategies in digital
marketing with focus on acquisational strategies based on the survey criteria chosen by
Rage communication division; specifically the client meets their business objectives by
offering a host of digital and online services such as web design and development,

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 ecommerce application, online marketing, online application marketing, site and server
management and web analytics.This may serve as a general foundation for the concept of
measuring employee issues and satisfaction for other organizations.

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

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

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

3.6. TOOLS USED IN THE ANALYSIS:

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

STATISTICAL TOOLS USED IN THE ANALYSIS:

1) PERCENTAGE ANALYSIS:

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

To find the percentage of the responses in each category percentage analysis is used.
The percentage is calculated by dividing the number of responses by the total number of
respondents.

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 Number of respondents
Percentage of the respondents= ------------------------------------- * 100
Total number of respondents
2) CHI SQUARE ANALYSIS:

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

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

CHAPTER-1V

4.1 DATA ANALYSIS AND INTERPRETATION

TABLE NO: 4.1.1

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

4.1 PERCENTAGE ANALYSIS

Table showing the gender of respondents

Gender Frequency Percent

Male 43 81.1

Female 10 18.9

Total 53 100.0

CHART NO: 4.1.1 Figure showing the gender of respondents

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 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 a

TABLE 4.1.2 Table showing the age of the respondents

Age Frequency Percent

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

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

INTERPRETATION:

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

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 1.3. Table showing the purchasing frequency in online of the
respondents

Purchasing frequency Frequency Percent

49 92.5
1-2 times
4 7.5
3-4 times 100.0
53
Total

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

1.4 Table showing the socio-economic state of the respondents

Socio economic status Frequency Percent

Student 8 15.1

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 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

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

Business follow Frequency Frequency Percent

1-5 times 37 69.8

6-10 times 5 9.4

11-15 times 2 3.8
More than 15 times 9 17.0
Total 53 100.0

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

Business follow Frequency Frequency Percent

1-5 times 37 69.8

6-10 times 5 9.4

11-15 times 2 3.8
More than 15 times 9 17.0
Total 53 100.0

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

INTERPRETATION:

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

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 1.6 Table showing hours spent in networking sites

Hours spent Frequency Percent

0-5 hours 23 43.4

6-10 hours 15 28.3

11-20 hours 9 17.0

21-30 hours
6 11.3
Total
53 100.0

CHART 4.1.6 Figure showing hours spent in networking sites

INTERPRETATION:

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

1.7 Table showing Benefits of networking sites by the respondents

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 Benefits networking sites Frequency Percent

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

CHART 4.1.7 Figure showing Benefits of networking sites by the respondents

INTERPRETATION:

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

1.8 Table showing Benefits of marketing in social media of the respondents

Benefits Frequency Percent

30
 Branding 15 28.3
Customer gain 6 11.3
Awareness
21 39.6
New products
Total 11 20.8
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
Total 3 5.7
53 100.0

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

INTERPRETATION:

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

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 TABLE 4.1.10

Table showing blog usage frequency of the respondents

Blog usage frequency Frequency Percent

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

53

CHART 4.1.10

Figure showing blog usage frequency of the respondents

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 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 Total

0-5 hours 6-10 hours 11-20 hours 21-30 hours

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

Chi-Square Tests

Value df Asymp. Sig.

(2sided)
Pearson Chi-Square 2.832a 3 .418
Likelihood Ratio 4.447 3 .217
Linear-by-Linear Association .788 1 .375
N of Valid Cases 53

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a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.13.
INFERENCE:
From the above Chi Square Table:
0.418 >0.05

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

Gender and Hours spent on Networking sites.

4.2.2 Socioeconomic status * Purchasing Frequency Cross tabulation

Ho: There is no significant relationship between socio economic status and the online purchasing
frequency
H1: There is significant relationship between socio economic status and the online purchasing fr equency
Socioeconomic status * Purchasing Frequency Cross tabulation

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

Chi-Square Tests
Value df Assume. Sig. (2-sided)

Pearson Chi-Square .465a 3 .927

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 Likelihood Ratio .573 3 .903
Linear-by-Linear Association .435 1 .509
N of Valid Cases 53

a. 6 cells (75.0%) have expected count less than 5. The minimum expected count is .08.
INFERENCE:
From the above Chi Square Table: 0.927 >0.05
Thus we accept null hypothesis. There is no significant relationship between socio economic status
and the online purchasing frequency

4.3 CONCLUSION

As generations evolve and technology develops, the advancement in the field of marketing and
advertisements has been immense. No longer are businesses bound by the limitations of
traditional marketing techniques. The old has been heavily replaced by the new. One of the
newest and most effective strategies has been of Digital marketing

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

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

4.4 BIBILOGRAPHY
REFERENCES:

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

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

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