DIGITAL MARKETING

i
CHAPTER – 1

1
 INTRODUCTION
1.1 INTRODUCTION
Digital marketing is one type of marketing that is widely used to promote
products or services and to reach consumers using digital channels. Digital
marketing extends beyond internet marketing including channels that do not
require the use of the Internet. It includes mobile phones (both SMS and MMS),
social media marketing, display advertising, search engine marketing and many
other forms of digital media. digital marketing review digital marketing review.
The digital marketing sector is booming and expecting to grow at 27% in 2020 to
cross the 17,000 crores mark. In 2020, India has around 700 million internet
users, and the numbers are expected to grow to over 970 million users by 2025.
This shows how the market is expanding and how it is expected to expand in the
next few years. So, the opportunity is huge and how marketers are going to use it
changes everything. Indians use the internet to do almost everything these days.
Online learning, posting on social media, watching Netflix, reading e-books,
playing video games, paying bills, and everything is possible online, so the
amount of time Indians spend online is increasing gradually. India is outgrowing
China as one of the leading markets for internet consumption.
Even though TV is still the most popular entertainment source, with 58.7% of
people prefer TV over other sources, Digital is also catching up. Indians spend
around 1 hour and 29 minutes every day on average on Digital. Small companies
tend to be frugal at their initial stages due to the limited resources they have.
They can’t be able to afford big marketing budgets and campaigns like bigger
companies. But online advertising platforms providing effective tools regardless
of your company’s size gives a chance to smaller companies to stand up and
create a name for them.

2
Through digital media, consumers can access information at any time and any
place where they want. With the presence of digital media, consumers do not just
rely on what the company says about their brand but also they can follow what
the media, friends, associations, peers, etc., are saying as well. Digital marketing
is a broad term that refers to various promotional techniques deployed to reach
customers via digital technologies. Digital marketing embodies an extensive
selection of service, product and brand marketing tactics which mainly use the
Internet as a core promotional medium in addition to mobile and traditional TV
and radio. A is witnessing a continuous growth digital sector. This is due to an
increase in retail, smartphone, computers and internet usage. The digital sector in
India will increase its growth by around 20 to 27% every year. Digital
advertising in 2019 witnessed a 26% increase from 2018 to reach Rs. 13,683
crore, where the overall advertising growth was 9.4% as per the report by Dentsu
Aegis Network.
Digital Marketing is growing at a rate of 25-30% in India annually. And if
statistics are to be believed, India has reached 500 million users of the internet by
the end of 2018. India also has the World’s largest Facebook population. The
high-speed digitization, online portals, social media channels, etc lead to a
growth of digital marketing in a trend par imagination.

3
1.2 INDUSTRY PROFILE
1.2.1 Digital marketing
Digital marketing is the component of marketing that utilizes the internet and
onlinebased digital technologies such as desktop computers, mobile phones and
other digital media and platforms to promote products and services. Its
development during the 1990s and 2000s changed the way brands and businesses
use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly
use digital devices instead of visiting physical shops, digital marketing
campaigns have become prevalent, employing combinations of search engine
optimization (SEO), search engine marketing (SEM), content marketing,
influencer marketing, content automation, campaign marketing, data-driven
marketing, e-commerce marketing, social media marketing, social media
optimization, email direct marketing, display advertising, e-books, and optical
disks and games have become commonplace. Digital marketing extends to non-
Internet channels that provide digital media, such as television, mobile phones
(SMS and MMS), callback, and on-hold mobile ringtones. The extension to non-
Internet channels differentiates digital marketing from online marketing.

Digital marketing is the component of marketing that utilizes the internet and
onlinebased digital technologies such as desktop computers, mobile phones and
other digital media and platforms to promote products and services. Its
development during the 1990s and 2000s changed the way brands and businesses
use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly
use digital devices instead of visiting physical shops, digital marketing
4
campaigns have become prevalent, employing combinations of search engine
optimization (SEO), search engine marketing (SEM), content marketing,
influencer marketing, content automation, campaign marketing, data-driven
marketing, e-commerce marketing, social media marketing, social media
optimization, email direct marketing, display advertising, e-books, and optical
disks and games have become commonplace. Digital marketing extends to non-
Internet channels that provide digital media, such as television, mobile phones
(SMS and MMS), callback, and on-hold mobile ringtones. The extension to non-
Internet channels differentiates digital marketing from online marketing.

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

In the 1990s, the term Digital Marketing was first coined, with the debut of
server/client architecture and the popularity of personal computers, the Customer
Relationship Management (CRM) applications became a significant factor in

5
marketing technology. Fierce competition forced vendors to include more service
into their software, for example, marketing, sales and service applications.
Marketers were also able to own huge online customer data by eCRM software
after the Internet was born. Companies could update the data of customer needs
and obtain the priorities of their experience. This led to the first clickable banner
ad being going live in 1994, which was the "You Will" campaign by AT&T and
over the first four months of it going live, 44% of all people who saw it clicked
on the ad.

In the 2000s, with increasing numbers of Internet users and the birth of the
iPhone, customers began searching for products and making decisions about
their needs online first, instead of consulting a salesperson, which created a new
problem for the marketing department of a company. Also, a survey in 2000 in
the United Kingdom found that most retailers had not registered their domain
address. These problems encouraged marketers to find new ways to integrate
digital technology into market development.

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

marketing climate. Marketing automation is the process by which software is
used to automate conventional marketing processes. Marketing automation
helped companies segment customers, launch multichannel marketing
campaigns, and provide personalized information for customers. However, the
speed of its adaptability to consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the 2010s when
the proliferation of devices capable of accessing digital media led to sudden
growth. Statistics produced in 2012 and 2013 showed that digital marketing was
still growing. With the development of social media in the 2000s, such as

6
LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent
on digital electronics in their daily lives. Therefore, they expected a seamless
user experience across different channels for searching product's information.
The change in customer behaviour improved the diversification of marketing
technology.]
Digital marketing is also referred to as 'online marketing, 'internet marketing' or
'web marketing. The term digital marketing has grown in popularity over time. In
the USA online marketing is still a popular term. In Italy, digital marketing is
referred to as web marketing. Worldwide digital marketing has become the most
common term, especially after the year 2013.

Digital media growth was estimated at 4.5 trillion online ads served annually
with digital media spend at 48% growth in 2010. An increasing portion of
advertising stems from businesses employing Online Behavioral Advertising
(OBA) to tailor advertising for internet users, but OBA raises the concern of
consumer privacy and data protection.

1.2.3 New non-linear marketing approach

Nonlinear marketing, a type of interactive marketing, is a long-term marketing
approach that builds on businesses collecting information about an Internet user's
online activities, and trying to be visible in multiple areas. Unlike traditional
marketing techniques, which involve direct, one-way messaging to consumers
(via print, television, and radio advertising), nonlinear digital marketing
strategies are reaching prospective customers across multiple online channels.
Combined with higher consumer knowledge and the demand for more
sophisticated consumer offerings, this change has forced many businesses to
rethink their outreach strategy and adopt or incorporate Omni channel, nonlinear

7
marketing techniques to maintain sufficient brand exposure, engagement, and
reach. Nonlinear marketing strategies involve efforts to adapt the advertising to
different platforms, and to tailor the advertising to different individual buyers
rather than a large coherent audience.
Tactics may include:
• Search engine optimization (SEO)
• Social media marketing
• Video marketing
• Email marketing
• Blogging
• Website marketing
• Paid search/contextual advertising
Some studies indicate that consumer responses to traditional marketing
approaches are becoming less predictable for businesses. According to a 2018
study, nearly 90% of online consumers in the United States researched products
and brands online before visiting the store or making a purchase. The Global
Web Index estimated that in 2018, a little more than 50% of consumers
researched products on social media. Businesses often rely on individuals
portraying their products in a positive light on social media and may adapt their
marketing strategy to target people with large social media followings to
generate such comments. In this manner, businesses can use consumers to
advertise their products or services, decreasing the cost for the company.

1.2.4 Brand awareness

Online methods used to build brand awareness Digital marketing strategies may
include the use of one or more online channels and techniques (Omni channel) to
increase brand awareness among consumers. One of the key objectives of
8
modern digital marketing is to raise brand awareness, the extent to which
customers and the general public are familiar with and recognize a particular
brand. Enhancing brand awareness is important in digital marketing, and
marketing in general, because of its impact on brand perception and consumer
decision-making. According to the 2015 essay, “Impact of Brand on Consumer
Behaviour”:
“Brand awareness, as one of the fundamental dimensions of brand equity, is
often considered to be a prerequisite of consumers’ buying decision, as it
represents the main factor for including a brand in the consideration set. Brand
awareness can also influence consumers’ perceived risk assessment and their
confidence in the purchase decision, due to familiarity with the brand and its
characteristics. Recent trends show that businesses and digital marketers are
prioritizing brand awareness, focusing more on their digital marketing efforts on
cultivating brand recognition and recall than in previous years. This is evidenced
by a 2019 Content Marketing Institute study, which found that 81% of digital
marketers have worked on enhancing brand recognition over the past year.
Another Content Marketing Institute survey revealed 89% of B2B marketers
now believe improving brand awareness to be more important than efforts
directed at increasing sales.

Increasing brand awareness is a focus of digital marketing strategy for several

reasons:
• The growth of online shopping. A survey by Statist projects 230.5
million people in the United States will use the internet to shop,
compare, and buy products by 2021, up from 209.6 million in 2016.
Research from business software firm Sales force found 87% of people
began searches for products and brands on digital channels in 2018.
9
 • The role of digital interaction in customer behaviour. It’s estimated that
70% of all retail purchases made in the U.S. are influenced to some
degree by an interaction with a brand online.
• The growing influence and role of brand awareness in online consumer
decision-making: 82% of online shoppers searching for services give
preference to brands they know of.
• The use, convenience, and influence of social media. A recent report by
Hoot suite estimated there were more than 3.4 billion active users on
social media platforms, a 9% increase from 2018. A 2019 survey by
The Manifest states that 74% of social media users follow brands on
social sites, and 96% of people who follow businesses also engage with
those brands on social platforms. According to Deloitte, one in three
U.S. consumers are influenced by social media when buying a product,
while 47% of millennial factor in their interaction with a brand on
social when making a purchase.

1.2.5 Building brand awareness tools

• Search engine optimization techniques may be used to improve the
visibility of business websites and brand-related content for common
industry-related search queries. The importance of SEO to increasing
brand awareness is said to correlate with the growing influence of search
results and search features like featured snippets, knowledge panels, and
local SEO on customer behaviour.
• SEM, also known as PPC advertising, involves the purchase of ad space in
prominent, visible positions atop search results pages and websites. Search
ads have been shown to have a positive impact on brand recognition,

10
 awareness and conversions 33% of searchers who click on paid ads do so
because they directly respond to their particular search query.
• 70% of marketers list increasing brand awareness as their number one goal
for marketing on social media platforms. Facebook, Instagram, Twitter,
and YouTube are listed as the top platforms currently used by social media
marketing teams.
• 56% of marketers believe personalized content – brand-centered blogs,
articles, social updates, videos, landing pages – improves brand recall and
engagement. According to Mention Lyrics, an active and consistent
content strategy that incorporates elements of interactive content creation,
social posting, and guest blogging can improve brand awareness and
loyalty by 88%.

1.2.6 Influencer marketing

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

11
Online behavioral advertising is the practice of collecting information about a
user's online activity over time, "on a particular device and across different,
unrelated websites, to deliver some indications using advertisements tailored to
that user's interests and preferences. Such Advertisements are customized as per
the user behaviour and pattern.
• Collaborative Environment: A collaborative environment can be set up
between the organization, the technology service provider, and the digital
agencies to optimize effort, resource sharing, reusability and
communications. Additionally, organizations are inviting their customers
to help them better understand how to service them. This source of data is
called User Generated Content. Much of this is acquired via company
websites where the organization invites people to share ideas that are then
evaluated by other users of the site. The most popular ideas are evaluated
and implemented in some form. Using this method of acquiring data and
developing new products can foster the organization's relationship with its
customer as well as spawn ideas that would otherwise be overlooked.
UGC is low-cost advertising as it is directly from the consumers and can
save advertising costs for the organization.
• Data-driven advertising: Users generate a lot of data in every step they
take on the path of customer journey and Brands can now use that data to
activate their known audience with data-driven programmatic media
buying. Without exposing customers' privacy, users' data can be collected
from digital channels (e.g.: when the customer visits a website, reads an
email, or launches and interact with a brand's mobile app), brands can also
collect data from real world customer interactions, such as brick and
mortar stores visits and from CRM and sales engines datasets. Also known
as people-based marketing or addressable media, data-driven advertising
12
 is empowering brands to find their loyal customers in their audience and
deliver in real time a much more personal communication, highly relevant
to each customer’s moment and actions.
• Remarketing: Remarketing plays a major role in digital marketing. This
tactic allows marketers to publish targeted ads in front of an interest
category or a defined audience, generally called searchers in web speaks,
they have either searched for particular products or services or visited a
website for some purpose.
• Game advertising: Game ads are advertisements that exist within
computer or video games. One of the most common examples of in-game
advertising is billboards appearing in sports games. In-game ads also
might appear as brand-name products like guns, cars, or clothing that exist
as gaming status symbols.
The new digital era has enabled brands to selectively target their customers that
may potentially be interested in their brand or based on previous browsing
interests. Businesses can now use social media to select the age range, location,
gender, and interests of whom they would like their targeted post to be seen.
Furthermore, based on a customer's recent search history they can be ‘followed’
on the internet so they see advertisements from similar brands, products, and
services, This allows businesses to target the specific customers that they know
and feel will most benefit from their product or service, something that had
limited capabilities up until the digital era.

1.2.7 Ineffective forms of digital marketing

Digital marketing activity is still growing across the world according to the
headline global marketing index. A study published in September 2018, found
that global outlays on digital marketing tactics are approaching $100 billion.
13
Digital media continues to rapidly grow; while the marketing budgets are
expanding, traditional media is declining (World Economics, 2015). Digital
media helps brands reach consumers to engage with their product or service in a
personalized way. Five areas, which are outlined as current industry practices
that are often ineffective are prioritizing clicks, balancing search and display,
understanding mobiles, targeting, view ability, brand safety and invalid traffic,
and cross-platform measurement (Whiteside, 2016). Why these practices are
ineffective and some ways around making these aspects effective are discussed
surrounding the following points.

Prioritizing clicks refers to display click ads, although advantageous by being

‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 per cent
in the United States. This means one in a thousand click ads is relevant therefore
having little effect. This displays that marketing companies should not just use
click ads to evaluate the effectiveness of display advertisements. Balancing
search and display for digital display ads are important; marketers tend to look at
the last search and attribute all of the effectiveness of this. This, in turn,
disregards other marketing efforts, which establish brand value within the
consumer's mind. Com Score determined through drawing on data online,
produced by over one hundred multichannel retailers that digital display
marketing poses strengths when compared with or positioned alongside, paid
search (Whiteside, 2016). This is why it is advised that when someone clicks on
a display ad the company opens a landing page, not its home page. A landing
page typically has something to draw the customer in to search beyond this page.
Commonly marketers see increased sales among people exposed to a search ad.
But the fact of how many people you can reach with a display campaign
compared to a search campaign should be considered. Multichannel retailers
14
have an increased reach if the display is considered in synergy with search
campaigns. Overall both search and display aspects are valued as display
campaigns build awareness for the brand so that more people are likely to click
on these digital ads when running a search campaign (Whiteside, 2016).

Understanding mobile devices is a significant aspect of digital marketing because

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

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.
Significant aspects to cross-platform measurement involve duplication and

15
understanding that you have reached an incremental level with another platform,
rather than delivering more impressions against people that have previously been
reached (Whiteside, 2016). An example is ‘ESPN and com Score partnered on
Project Blueprint discovering the sports broadcaster achieved a 21% increase in
unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).
Television and radio industries are electronic media, which competes with digital
and other technological advertising. Yet television advertising is not directly
competing with online digital advertising due to being able to cross platforms
with digital technology. Radio also gains power through cross platforms, in
online streaming content. Television and radio continue to persuade and affect
the audience, across multiple platforms.

1.2.8 Channels
Digital Marketing Channels are systems based on the Internet that can create,
accelerate, and transmit product value from producer to consumer terminal,
through digital networks. Digital marketing is facilitated by multiple Digital
Marketing channels, as an advertiser one's core objective is to find channels that
result in maximum two way communication and a better overall for the brand.
There are multiple digital marketing channels available namely.
• Affiliate marketing - Affiliate marketing is perceived to not be considered
a safe, reliable, and easy means of marketing through online platforms.
This is due to a lack of reliability in terms of affiliates that can produce the
demanded number of new customers. As a result of this risk and bad
affiliates, it leaves the brand prone to exploitation in terms of claiming
commission that isn't honestly acquired. Legal means may offer some
protection against this, yet there are limitations in recovering any losses or
investment. Despite this, affiliate marketing allows the brand to market
16
 towards smaller publishers and websites with smaller traffic. Brands that
choose to use this marketing often should beware of such risks involved
and look to associate with affiliates in which rules are laid down between
the parties involved to assure and minimize the risk involved.
• Display advertising - As the term implies, online display advertising deals
with showcasing promotional messages or ideas to the consumer on the
internet. This includes a wide range of advertisements like advertising
blogs, networks, interstitial ads, contextual data, ads on search engines,
classified or dynamic advertisements, etc. The method can target a specific
audience tuning in from different types of locals to view a particular
advertisement, the variations can be found as the most productive element
of this method.
• Email marketing - Email marketing in comparison to other forms of digital
marketing is considered cheap; it is also a way to rapidly communicate a
message such as their value proposition to existing or potential customers.
Yet this channel of communication may be perceived by recipients to be
bothersome and irritating especially to new or potential customers,
therefore the success of email marketing is reliant on the language and
visual appeal applied. In terms of visual appeal, some indications using
graphics/visuals that are relevant to the message which is attempting to be
sent, yet less visual graphics to be applied with initial emails are more
effective in-turn creating a relatively personal feel to the email. In terms of
language, style is the main factor in determining how captivating the email
is. Using a casual tone invokes a warmer and gentle and inviting feel to
the email in comparison to a formal style. For combinations; it's suggested
that to maximize effectiveness; using no graphics/visual alongside casual

17
 language. In contrast, using no visual appeal and a formal language style is
seen as the least effective method.
• Search engine marketing - Search engine marketing (SEM) is a form of
Internet marketing that involves the promotion of websites by increasing
their visibility in search engine results pages (SERPs) primarily through
paid advertising. SEM may incorporate Search engine optimization, which
adjusts
or rewrites website content and site architecture to achieve a higher
ranking in search engine results pages to enhance pay per click (PPC)
listings.
• Social Media Marketing - The term 'Digital Marketing' has several
marketing facets as it supports different channels used in and among these,
comes Social Media. When we use social media channels (Facebook,
Twitter, Pinterest, Instagram, Google+, etc.) to market a product or
service, the strategy is called Social Media Marketing. It is a procedure
wherein strategies are made and executed to draw in traffic for a website
or to gain the attention of buyers over the web using different social media
platforms.
• Social networking service - A social networking service is an online
platform that people use to build social networks or social relations with
other people who share similar personal or career interests, activities,
backgrounds or real life connections
• In-game advertising - In-Game advertising is defined as the "inclusion of
products or brands within a digital game. The game allows brands or
products to place ads within their game, either in a subtle manner or in the
form of an advertisement banner. Many factors exist in whether brands are
successful in the advertising of their brand/product, these being: Type of
18
 game, technical platform, 3-D and 4-D technology, game genre, congruity
of brand and game, prominence of advertising within the game. Individual
factors consist of attitudes towards placement advertisements, game
involvement, product involvement, flow, or entertainment. The attitude
towards the advertising also takes into account not only the message
shown but also the attitude towards the game. Dependent on how
enjoyable the game is will determine how the brand is perceived, meaning
if the game isn't very enjoyable the consumer may subconsciously have a
negative attitude towards the brand/product being advertised. In terms of
Integrated Marketing Communication "integration of advertising in digital
games into the general advertising, communication, and marketing
strategy of the firm is important as it results in more clarity about the
brand/product and creates a larger overall effect.
• Online public relations Video advertising - This type of advertising in
terms of digital/online means are advertisements that play on online videos
e.g. YouTube videos. This type of marketing has seen an increase in
popularity over time. Online Video Advertising usually consists of three
types: Pre-Roll advertisements which play before the video is watched,
Mid-Roll advertisements that play during the video, or Post-Roll
advertisements that play after the video is watched. Post-roll
advertisements were shown to have better brand recognition concerning
the other types, where-as "ad-context congruity/incongruity plays an
important role in reinforcing ad memorability". Due to selective attention
from viewers, there is the likelihood that the message may not be received.
The main advantage of video advertising is that it disrupts the viewing
experience of the video and therefore there is difficulty in attempting to
avoid them. How a consumer interacts with online video advertising can
19
 come down to three stages: Pre attention, attention, and behavioural
decision. These online advertisements give the brand/business options and
choices. These consist of length, position, adjacent video content which all
directly affect the effectiveness of the produced advertisement time,
therefore manipulating these variables will yield different results. The
length of the advertisement has shown to affect memorability where-as
longer duration resulted in increased brand recognition. This type of
advertising, due to its nature of interruption of the viewer, is likely that the
consumer may feel as if their experience is being interrupted or invaded,
creating negative perception of the brand. These advertisements are also
available to be shared by the viewers, adding to the attractiveness of this
platform. Sharing these videos can be equated to the online version of
word by mouth marketing, extending the number of people reached.
Sharing videos creates six different outcomes: these being "pleasure,
affection, inclusion, escape, relaxation, and control". As well, videos that
have entertainment value are more likely to be shared, yet pleasure is the
strongest motivator to pass videos on. Creating a ‘viral’ trend from a mass
amount of a brand advertisement can maximize the outcome of an online
video advert whether it be a positive or a negative outcome.
• Native Advertising- involves the placement of paid content that replicates
the look, feel, and oftentimes, the voice of a platform's existing content. It
is most effective when used on digital platforms like websites, newsletters,
and social media. Can be somewhat controversial as some critics feel it
intentionally deceives consumers.
• Content Marketing- an approach to marketing that focuses on gaining and
retaining customers by offering helpful content to customers that improve
the buying experience and creates brand awareness. A brand may use this
20
 approach to hold a customer’s attention to influence potential purchase
decisions.
• Sponsored Content- content created and paid for by a brand to promote a
specific product or service.
• Inbound Marketing- a market strategy that involves using content as a
means to attract customers to a brand or product. Requires extensive
research into the behaviours, interests, and habits of the brand's target
market.
A firm needs to reach out to consumers and create a two-way communication
model, as digital marketing allows consumers to give back feedback to the firm
on a community-based site or straight directly to the firm via email. Firms should
seek this long term communication relationship by using multiple forms of
channels and using promotional strategies related to their target consumer as well
as word-of-mouth marketing.

1.2.9 Benefits of social media marketing

• Allows companies to promote themselves to large, diverse audiences
that could not be reached through traditional marketing such as phone
and email-based advertising
• Marketing on most social media platforms comes at little to no cost-
making it accessible to virtually any size business.
• Accommodates personalized and direct marketing that targets specific
demographics and markets.
• Companies can engage with customers directly, allowing them to
obtain feedback and resolve issues almost immediately.
• The ideal environment for a company to conduct market research.

21
 • Can be used as a means of obtaining information about competitors and
boost competitive advantage.
• Social platforms can be used to promote brand events, deals, and news.
• Platforms can also be used to offer incentives in the form of loyalty
points and discounts.
1.2.10 Planning
Digital marketing planning is a term used in marketing management. It describes
the first stage of forming a digital marketing strategy for the wider digital
marketing system. The difference between digital and traditional marketing
planning is that it uses digitally based communication tools and technology such
as Social, Web, Mobile, Schnabel Surface. Nevertheless, both are aligned with
the vision, the mission of the company and the overarching business strategy.
Using Dr. Dave Chaffey's approach, digital marketing planning (DMP) has three
main stages: Opportunity, Strategy, and Action. He suggests that any business
looking to implement a successful digital marketing strategy must structure its
plan by looking at opportunity, strategy and action. This generic strategic
approach often has phases of situation review, goal setting, strategy formulation,
resource allocation and monitoring.
1) Opportunity
To create an effective DMP, a business first needs to review the marketplace and
set 'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound)
objectives. They can set SMART objectives by reviewing the current benchmarks
and key performance indicators (KPIs) of the company and competitors. It is
pertinent that the analytics used for the KPI’s be customized to the type,
objectives, mission, and vision of the company.
To seize the opportunity, the firm should summarize its current customers'
personas and purchase journey from this they can deduce its digital marketing
22
capability. This means they need to form a clear picture of where they are
currently and how many resources they can allocate for their digital marketing
strategy i.e. labour, time, etc. By summarizing the purchase journey, they can
also recognize gaps and growth for future marketing opportunities that will either
meet objectives or propose new objectives and increase profit.
2) Strategy
To create a planned digital strategy, the company must review their digital
proposition (what you are offering to consumers) and communicate it using
digital customer targeting techniques. So, they must define an online value
proposition (OVP), this means the company must express clearly what they are
offering customers online e.g. brand positioning.
After doing this effectively, it is important to review the marketing mix for
online options. The marketing mix comprises the 4Ps – Product, Price,
Promotion, and Place. Some academics have added three additional elements to
the traditional 4Ps of marketing Process, Place, and Physical appearance making
it 7Ps of marketing.
3) Action
The third and final stage requires the firm to set a budget and management
systems; these must be measurable touch points, such as the audience reached
across all digital platforms. Furthermore, marketers must ensure the budget and
management systems are integrating the paid, owned, and earned media of the
company. The Action and final stage of planning also require the company to set
in place measurable content creation e.g. oral, visual or written online media.
After confirming the digital marketing plan, a scheduled format of digital
communications (e.g. Gantt Chart) should be encoded throughout the internal
operations of the company. This ensures that all platforms used fall in line and
complement each other for the succeeding stages of digital marketing strategy.
23
1.2.12 Understanding the market
One way marketers can reach out to consumers, and understand their thought
process is through what is called an empathy map. An empathy map is a four-
step process. The first step is through asking questions that the consumer would
be thinking about their demographic. The second step is to describe the feelings
that the consumer may be having. The third step is to think about what the
consumer would say in their situation. The final step is to imagine what the
consumer will try to do base on the other three steps. This map is so marketing
teams can put themselves in their target demographics’ shoes. Web Analytics is
also a very important way to understand consumers. They show the habits that
people have online for each website. One particular form of these analytics is
predictive analytics which helps marketers figure out what route consumers are
on. This uses the information gathered from other analytics and then creates
different predictions of what people will do so that companies can strategize on
what to do next, according to the people's trends.
• Consumer behaviour- the habits or attitudes of a consumer that
influences the buying process of a product or service. ] Consumer
behaviour impacts virtually every stage of the buying process
specifically concerning digital environments and devices.
• Predictive analytics- a form of data mining that involves utilizing
existing data to predict potential future trends or behaviours. Can assist
companies in predicting the future behaviour of customers.
• Buyer persona- employing research on consumer behaviour regarding
habits like brand awareness and buying behaviour to profile
prospective customers. Establishing a buyer persona helps a company
better understand its audience and its specific wants/needs.

24
 • Marketing Strategy- strategic planning employed by a brand to
determine potential positioning within a market as well as the
prospective target audience; involves two key elements: segmentation
and positioning. By developing a marketing strategy, a company can
better anticipate and plan for each step in the marketing and buying
process.

1.2.13 Digital Marketing Trends

Digital is one of the fastest moving topics. A few years ago, AI was a distant
future, and now AI is the heart of global business and industry. Through
programmatic advertising, you can use AI to automate your ad buying, which
helps you narrow down your audiences. Conversational marketing arranges a
quick one-to-one connection between customers and digital marketers. Voice
searches and smart speakers changing the way people use to search and
optimizing your content for voice searches can create new opportunities for your
business
1.2.14 Future Growth of Digital Marketing
By 2023, the number of active Indian internet users will reach almost 666
million. Based on the report of Global Data, the Indian e-commerce market is
pushing to 7 trillion rupees by 2023 because of lockdowns. According to a
Goldman Sachs report, the digital marketing career scope in the Indian market
will be worth $160B by 2025, which is three times the current value. Digital
marketing is expected to create 20 lakh jobs by 2020. The number of internet
users is expected to reach 800 million by 2021. If you are a digital marketer or

25
want to get into digital marketing, your salary growth will heavily depend on
your skills

1.3 NEED FOR THE STUDY

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

1.4 SCOPE OF THE STUDY

This study focuses on finding out the reaction of digital marketing of small
businesses. This study also finds out the buying behaviour factors in online and
normal shopping that helps to study the interest of customers. Further, this study
comes up with suggestions that help to improve better digital marketing
campaigns, especially for small businesses.
1.5 OBJECTIVES OF THE STUDY
1.5.1 Primary Objective
 To study and analyses the effort of digital marketing in a small retail
business in customers view.
1.5.2 Secondary Objective
• To examine effective brand presence on the internet.
• To examine the way to find customer attraction.
• To compare digital marketing with traditional marketing.
• To analysis the best media mode for digital presence.
• To develop the interest of customers in digital shopping.
1.6 LIMITATIONS OF THE STUDY
26
• Digital Marketing Research is never 100% accurate. In any research, there
are usually limitations and digital marketing research is certainly no
exception because of many reasons why accuracy can be affected.
• In this study, vast areas are not covered in the Chennai region.
• Due to covid restriction, some of the organisations were not allowed to
take survey questionnaires.
• Some of the respondents did not take the time to fill the questionnaire

CHAPTER - 2

27
 REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
B Rugova, B Prenaj Academic Journal of Business, (2016) - [Link]
Social media is a phenomenon that has transformed the interaction and
communication of individuals throughout the world. Social networking websites
are very popular and have become a daily practice in a lot of people's lives.
These sites have made a significant impact on the individual's life. However,
social media is not only a communication tool for amusement, but it is also an
important part of marketing strategies in business life.

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

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

marketing communication activities (advertising and sales force) on the
28
physician. The study is focused on Gastrointestinal drugs (GID) as one
therapeutic category. The researcher examines the financial impact (specifically,
return on investment, or ROI) of pharmaceutical promotional activities. The
results of this study guide managers as to how to optimize the promotional mix
over a product's life cycle. It also investigates the effect of various promotional
efforts (direct-to-consumer advertising, journal advertising, and sales force) on
sales.

Chaffey [Link], (2003) defines Internet Marketing as “The use of the Internet and
the related digital technologies to achieve marketing objectives and support the
modern marketing concept. These technologies include the Internet media and
other digital media such as wireless mobile, cable and satellite media”.

Chaffey, (2007) It is important to understand the relationship between digital

communication and traditional communication in the old media; for example,
TV, radio, newspapers, magazines and billboard ads, the communication model
was and is one-to-many compared to one-to-one or many-to-many
communication models in digital media like blogs, social networks, wikis and
other social media

Dave Chaffey (2002) defines eMarketing as ApplyingDigital technologies that

form online channels (Web, e-mail, statistics and databases, plus mobile/wireless
& digital TV) to contribute to marketing activities aimed at achieving profitable
acquisition and retention of consumers (within a multi-channel buying process
and consumer lifecycle) each and every one the way through improving our
consumer knowledge (of their profiles, behavior, value and trustworthiness,
dependability and loyalty drivers), then delivering integrated targeted

29
communications and online services that match their individual needs. (Chaffey's
definition reflects the relationship marketing concept, it emphasizes that it should
not be the technology that drives Electronic marketing, but the business model.

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

Farrar, M., (2010) The use of online promotions enable managers in an

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

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

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

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

30
Greg Brian Martin, (2007), pg no. 99The role of exigencies in marketing: a
rhetorical analysis of three online social networks, thesis presented to the
graduate school of Clemson University. Increasingly are using social networks
for promotional purposes and to gauge consumer experiences with their
organizations.

J Jarvinen, A Tollinen, H Karjaluoto Marketing, (2012) [Link]

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

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

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

JMT Balmer, DA Yen - Journal of Marketing Management, (2017) Taylor &

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

31
Joanna Lord (2013) states that Online marketing in 2012 could be summed up in
a few words: mobile, big brands and Google updates. As we look back at the
events and advancements that shaped last year in online marketing, naturally we
should look forward and wonder what 2013 will have in store. While the
execution of all this might vary wildly, there is no doubt a few areas will capture
our attention and be the driving forces behind business decisions over the next 12
months

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

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

JY Trivedi - Research Journal of Management Sciences, (2013) [Link]

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

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

32
and background, assistance to the user and speed of accessing the e-store are
notable factors attracting e-consumers.

L Patrutiu-Baltes - Bulletin of the Transilvania University of Brasov, (2016)

Digital marketing has major importance in the marketing strategy of any
company regardless of sector, size or country of origin. Thus, more than ever, to
remain competitive, companies are forced to exploit this form of marketing,
which essentially can bring huge benefits at low costs. The main form of digital
marketing is inbound marketing, which represents an organic marketing form,
based on the close relationship between the company and its prospects or
customers.

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

(2019) Springer, Online interactions has emerged as a dominant exchange mode
for companies and customers. Cultivating online relationships defined as
relational exchanges that are mediated by Internet-based channels presents firms
with challenges and opportunities. In lockstep with exponential advancements in
computing technology, a rich and ever-evolving toolbox is available to
relationship marketers to manage customer relationships online, in settings
including ecommerce, social media, online communities
LA Drags - [Link] (2018) This study reveals that SMEs in Mauritius
have been coming late in their appropriation of the digital and social media tools
for marketing and are still at a low level of engagement for those who have been
using the tools.
Lavie and Tractinsky (2004) have expressed the expressive aesthetics of
webwebsites that convey a sense of creativity and uniqueness. This type of
aesthetics is probably serving an important role while shopping for specialty

33
goods. The expressive design is relevant to specialty goods because of their
unique characteristics that emphasized the shopping knowhow.
Mckinsey (2012) Pharmaceutical industry should move towards digital and
interactive media and from 2009 to date industry has adopted social media or
digital media offering the possibilities as online conversations with doctors and
patients. In an article entitled it was highlighted that social media still accounts
for less than 1% of an average marketing budget but chief marketing officers
want to increase this to 5%.

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

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

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

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

34
NF Mokhtar - International Journal of Business and Social Science, (2015) The
study provides insights into small business enterprises' perceptions of the
adoption of Internet marketing. Data were gathered from 10 in-depth semi-
structured interviews conducted with small business owners located in Malaysia.
The findings indicate that adopting Internet marketing assisted small business
enterprises to have wider market coverage, reduce marketing cost, and increase
customer relationships.
OD Negoiţă, AA Purcărea, M Popescu FAIMA Business &, (2018) -
[Link] Digitization is becoming more and more present in
business, not just changes in consumer behavior, but the adoption of new
technologies, tools and applications are highly disruptive, with immediate impact
on the business of all companies. This study aims to find out the degree of use of
digital marketing by companies in Bucharest Romania. A questionnaire was
produced and distributed to those responsible for marketing in the companies so
that the results were conclusive.

Oswal & Deshmukh, (2012) Researcher studies current marketing practices in

the pharmaceutical sector, examining Medical Representatives, Doctors and
Consumeroriented promotions. It presents examples of marketing practices and
their impact on consumer and doctor behaviour. It identifies the negative impacts
of these practices. This study is carried out in and around the Pune region for
existing anti-diabetic drugs.

P Alford, SJ Page - The Service Industries Journal, (2015) Taylor & Francis The
adoption of technology for marketing is essential for the survival of small
businesses and yet little is understood about owner-manager practice in this area.
This paper aims to address that gap through a qualitative study of 24 owner-

35
managed small businesses operating in the visitor economy. It found that there
was a strong appetite for the adoption of technology for marketing and a clear
recognition of its opportunities particularly related to how it could create a
stronger market orientation.

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

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

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

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

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

36
Rowley, (20011) Internet Advertising: It is a form of advertising that uses the
Internet to attract customers by delivering messages through websites or
advertising banners on other popular websites which leads online users to a
company site. The company website must be well-organized, well-designed and
user-friendly to attract customers.

S Bhayani, NV Vachhani - FIIB Business Review, (2014) - [Link]

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

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

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

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

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

37
Taiminen, H., Karjaluoto, H.: The usage of digital marketing channels in SMEs,
(2018). The purpose of this paper is to provide insights into the utilization and
goals of digital marketing and examines factors that influence the adoption and
use of digital marketing channels in SMEs.

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

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

Zeithaml (2002) has defined that the success of e-tailing depends on the efficient
website design, efficient and effective shopping and prompt delivery. The other

38
estore services are delivered in real-time, return and replacement process, the
period of filling out online orders form, speed of response time to e-consumers‟
queries.

CHAPTER - 3

39
 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
In this study, Descriptive Research Design is used in research topic.
3.2 SAMPLING TECHNIQUE
The method of sampling adopted to conduct survey is Convenience Sampling
Method. The area of research is concentrated on digital marketing Industry in
Tamil Nadu.
3.3 SOURCES OF DATA
3.3.1 Primary Data
The primary data for this study is collected through questionnaire consisting of
multiple-choice questions.
3.3.2 Secondary Data
The secondary data is collected by referring by websites, journals, articles and
research paper.
3.4 STRUCTURE OF QUESTIONNAIRE
Multiple choice questions and Likert’s scale questions.

40
3.5 SAMPLE SIZE
Sample Size of 130 online customers those purchasing products from Online
sites in Tamil Nadu.
3.6 PERIOD OF STUDY
The period of study is carried out from January 2021 to March 2021 which is
three months of study.
3.7 HYPOTHESIS / ANALYTICAL
TOOLS  Percentage Analysis.
• Correlation.
• ANOVA.
• Independent T-test.

CHAPTER - 4

41
 DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
Table 4.1.1
Table showing gender wise classification of respondents

Particulars No. of Respondents Percentage

Male 83 55.33%

Female 47 31.33%

Total 130 86.67%

Source: Primary Data

42
 Chart 4.1.1: Showing gender classification of respondents
Interpretation:
From the above table, it is interpreted that 63.85% are Male respondents and
36.15% are Female respondents.

Inference:
Majority of the respondents are males.

Table 4.1.2
Table showing age-wise classification of respondents

Particulars No. of Respondents Percentage

Below 20 Years 17 13.08%

21-30 Years 69 53.08%

31-40 Years 30 23.08%

41-50 9 6.92%

Above 50 Years 5 3.85%

Total 130 100.00%

43
Source: Primary Data

Chart 4.1.2: Showing age-wise classification of respondents

Interpretation:
From the above table, it is interpreted that 13.08% are Below 20 Years, 53.08%
are 21-30 Years, 23.08% are 31-40 Years, 6.92%are 41-50 Years and 3.85%
Above 50 Years respondents.
Inference:
Majority of the respondents are 21-30 Years.
Table 4.1.3
Table showing qualification wise classification of respondents
Particulars No. of Respondents Percentage
Undergraduate 42 32.31%
Post Graduate 23 17.69%
Diploma 35 26.92%
school 17 26.92%
Other 13 10.00%
Total 130 113.85%
Source: Primary Data

44
 Chart 4.1.3: Showing qualification wise classification of respondents

Interpretation:
From the above table, it is interpreted that 32.31% are undergraduate, 17.69% are
Postgraduate, 26.92% are diploma, 26.92% are school and 10%are other
respondents.
Inference:
Majority of the respondents are 32.31% are undergraduate.
Table 4.1.4
Table showing marital status wise classification of respondents

Particulars No. of Respondents Percentage

Married 58 44.62%

Unmarried 72 55.38%

Total 130 100.00%

Source: Primary Data

45
 Chart 4.1.4: Showing marital status wise classification of respondents

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

Table 4.1.5
Table showing occupation wise classification of respondents

Particulars No. of Respondents Percentage

STUDENT 40 30.77%

EMPLOYEE 29 22.31%

BUSINESS 22 16.92%

SELF EMPLOYEE 17 13.08%

GOVERNMENT
12 9.23%
EMPLOYEE
OTHERS 10 7.69%

46
Total 130 100.00%
Source: Primary Data

Chart 4.1.5: Showing occupation wise classification of respondents

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

Table 4.1.6
Table showing annual income level wise classification of respondents

Particulars No. of Respondents Percentage

Under 1 lakhs 29 22.31%

1-3 lakhs 19 14.62%

3-5 lakhs 46 35.38%

5-10 lakhs 21 16.15%

above 10 lakhs 15 11.54%

47
Total 130 100.00%
Source: Primary Data

Chart 4.1.6: Showing annual income level wise classification of respondents

Interpretation:
From the above table, it is interpreted that 22.31% are under 1 lakhs, 14.62% are
1-3 lakhs, 35.38% are 3-5 lakhs, 16.15% are 5-10 lakhs and 11.54% are above 10
lakhs respondents.
Inference:
Majority of the respondents are 35.38% are 3-5 lakhs.
Table 4.1.7
Table showing daily internet usage wise classification of respondents

Particulars No. of Respondents Percentage

less than 1 hour 9 6.92%

1-2 hour 31 23.85%

2-3 hour 40 30.77%

3-4 hour 18 13.85%

4-5 hour 32 24.62%

Total 130 100.00%

48
Source: Primary Data

Chart 4.1.7: Showing daily internet usage wise classification of respondents

Interpretation:
From the above table, it is interpreted that 6.92% are less than 1 hour, 23.85%
are 12 hours, 30.77% are 2-3 hours, 13.85% are 3-4 hours and 24.62% are 4-5
hours respondents.
Inference:
Majority of the respondents are 30.77% are 2-3 hours.
Table 4.1.8
Table showing when do you feel need to shop in the online wise classification of
respondents

Particulars No. of Respondents Percentage

By seeing ads on TV 24 18.46%

By seeing ads online 35 26.92%

The popularity of product 56 43.08%

Online offers 27 20.77%

Others 40 30.77%
Source: Primary Data
49
 Chart 4.1.8: showing when do you feel need to shop in the online wise
classification of respondents Interpretation:
From the above table, it is interpreted that 18.46% are by seeing ads on TV,
26.92% are by seeing ads online, 43.08% are popularity of the product, 20.77%
online offers and 30.77% others respondents.
Inference:
Majority of the respondents are 43.08% are popularity of the product.
Table 4.1.9
Table showing what feature of online marketing attracts you the wise classification
of respondents

Particulars No. of Respondents Percentage

Unique and special 35 26.92%

Individual targeting 43 33.08%

Direct offer 39 30.00%

Easy to get aware of 55 42.31%

a product
Source: Primary Data

50
 Chart 4.1.9: Showing what feature of online marketing attracts you the
otherwise classification of respondents Interpretation:
From the above table, it is interpreted that 26.92% are unique and special,
33.08% are individual targeting, 30% are direct offers and 42.32% are easy to get
aware of product respondents.
Inference:Majority of the respondents are 42.32% are easy to get aware of product
respondents.
Table 4.1.10
Table showing will you buy products of local shops in online platform wise
classification of respondents

Particulars No. of Respondents Percentage

Yes 56 43.08%

No 53 40.77%

Maybe 21 16.15%

Total 130 100.00%

Source: Primary Data

51
 Chart 4.1.10: Showing will you buy products of local shops in online platform
wise classification of respondents Interpretation:
From the above table, it is interpreted that 43 08% are yes, 40.77% are no and
16.15% maybe respondents.
Inference:
Majority of the respondents are 43 08% are yes.
Table 4.1.11
Table Showing Preferred payment in online shopping wise classification of
respondents
Particulars No. of Respondents Percentage
Cash On Delivery 60 46.15%
UPI 56 43.08%
Debit Card 46 35.38%
Credit Card 21 16.15%
Others 11 8.46%
Source: Primary Data

52
Chart 4.1.11: Showing preferred payment in online shopping wise classification
of respondents Interpretation:
From the above table, it is interpreted that 46.15% are cash on delivery, 43.08%
are UPI, 35.38% are debit card and 8.46% are others respondents.
Inference:
Majority of the respondents are 46.15% are cash on delivery.

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

Particulars No. of Respondents Percentage

Grocery 36 27.69% Source:
Food 41 31.54% Primary

Electronic Goods 91 70.00% Data

Clothes 59 45.38%
Furniture 15 11.54%
Toys 4 3.08%
Others 22 53 16.92%
Chart 4.1.12: Showing which product is most frequently buy-in online shopping
wise classification of respondents Interpretation:
From the above table, it is interpreted that 27.69% are grocery, 31.54% are food,
70% are electronic goods, 45.38% are clothes, 11.54% are furniture, 3.08% and
16.92% respondents.
Inference:
Majority of the respondents are 70% are electronic goods.
Table 4.1.13:
Table showing commerce shopping is better than online shopping wise
classification of respondents

Particulars No. of Respondents Percentage

Strongly Agree 46 30.67%

Agree 34 22.67%

Neutral 40 26.67%

Disagree 7 4.67%

Strongly Disagree 4 2.67%

Source: Primary Data

54
Chart 4.1.13: Showing commerce shopping is better than online shopping wise
classification of respondents Interpretation:
From the above table, it is interpreted that 30.67% strongly agree, 22.67% agree,
26.67% are neutral, 4.67% disagree and 2.67 strongly disagree respondents.
Inference:
Majority of the respondents are 30.67% strongly agree.
Table 4.1.14
Table sowing online marketing is a more attractive wise classification of
respondents

Particulars No. of Respondents Percentage

Strongly Agree 29 22.31%

Agree 31 23.85%

Neutral 46 35.38%

Disagree 10 7.69%

Strongly Disagree 24 18.46%

Source: Primary Data

55
Chart 4.1.14: Showing online marketing is a more attractive wise classification
of respondents Interpretation:
From the above table, it is interpreted that 22.31% strongly agree, 23.85% agree,
35.38% neutral, 7.69% disagree and 18.46% strongly disagree with respondents.
Inference:
Majority of the respondents are 35.38% neutral.

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

Particulars No. of Respondents Percentage

Strongly Agree 25 19.23%

Agree 35 26.92%

Neutral 46 35.38%

Disagree 14 10.77%

Strongly Disagree 20 15.38%

Source: Primary Data

56
 Chart 4.1.15: Showing digital marketing attracts more audience wise
classification of respondents Interpretation:
From the above table, it is interpreted that 19.23% strongly agree, 26.92% agree,
35.38% neutral, 10.77% disagree and 15.38% strongly disagree with
respondents.
Inference:
Majority of the respondents are 26.92% agree.
Table 4.1.16:
Table showing digital marketing image influence your buying behaviour wise
classification of respondents

Particulars No. of Respondents Percentage

Strongly Agree 20 15.38%

Agree 40 30.77%

Neutral 46 35.38%

Disagree 10 7.69%

Strongly Disagree 24 18.46%

Source: Primary Data

57
Chart 4.1.16: Showing digital marketing image influence your buying behaviour
wise classification of respondents Interpretation:
From the above table, it is interpreted that 15.38% strongly agree, 30.77% agree,
35.38% neutral, 7.69% disagree and 18.46% strongly disagree with respondents.
Inference:
Majority of the respondents are 30.77% agree.

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

Particulars No. of Respondents Percentage

Strongly Agree 10 7.69%

Agree 40 30.77%

Neutral 46 35.38%

Disagree 20 15.38%

Strongly Disagree 24 18.46%

Source: Primary Data

58
 Chart 4.1.17: Showing digital marketing shows the tailored product to
customer’s wise classification of respondents Interpretation:
From the above table, it is interpreted that 7.69% strongly agree, 30.77% agree,
35.38% neutral, 15.38% disagree and 18.46% strongly disagree with
respondents.
Inference:
Majority of the respondents are 35.38% neutral.
Table 4.1.18
Table showing digital marketing encourages you to shop online wise classification
of respondents

Particulars No. of Respondents Percentage

Strongly Agree 7 5.38%

Agree 35 26.92%

Neutral 49 37.69%

Disagree 23 17.69%

Strongly Disagree 26 20.00%

Source: Primary Data

59
 Chart 4.1.18: Showing digital marketing encourages you to shop online wise
classification of respondents Interpretation:
From the above table, it is interpreted that 5.38% strongly agree, 26.92% agree,
37.69% neutral, 17.69% disagree and 20% strongly disagree with respondents.
Inference:
Majority of the respondents are 37.69% neutral.
Table 4.1.19
Table Showing are you satisfied with the digital marketing wise classification of
respondents

Particulars No. of Respondents Percentage

Highly Satisfied 41 31.54%

Satisfied 38 29.23%

Neutral 35 26.92%

Dissatisfied 10 7.69%

Highly Dissatisfied 6 4.62%

Total 130 100.00%

Source: Primary Data

60
 Chart 4.1.19: Showing are you satisfied with the digital marketing wise
classification of respondents Interpretation:
From the above table, it is interpreted that 31.5% highly satisfied, 29.23%
satisfied,
26.92% neutral, 7.69% and 4.62% respondents.
Inference:
Majority of the respondents are 31.5% highly satisfied.
Table 4.1.20
Table Showing are you satisfied with cost in online shopping when compared to
offline shopping wise classification of respondents

Particulars No. of Respondents Percentage

Highly Satisfied 29 22.31%

Satisfied 38 29.23%

Neutral 40 30.77%

Dissatisfied 11 8.46%

Highly Dissatisfied 12 9.23%

Total 130 100.00%

Source: Primary Data

61
 Chart 4.1.20: Showing are you satisfied with cost in online shopping when
compared to offline shopping wise classification of respondents Interpretation:
From the above table, it is interpreted that 22.31% highly satisfied, 29.23%
satisfied,
30.77% neutral, 8.46% and 9.23% respondents.
Inference:
Majority of the respondents are 29.23% satisfied.
Table 4.1.21
Table Showing are you satisfied with targeted promotion wise classification of
respondents

Particulars No. of Respondents Percentage

Highly Satisfied 27 20.77%

Satisfied 37 28.46%

Neutral 35 26.92%

Dissatisfied 14 10.77%

Highly Dissatisfied 17 13.08%

Total 130 100.00%

Source: Primary Data

62
 Chart 4.1.21: Showing are you satisfied with targeted promotion wise
classification of respondents Interpretation:
From the above table, it is interpreted that 20.77% highly satisfied, 28.46%
satisfied,
26.92% neutral, 10.77% and 13.08% respondents.
Inference:
Majority of the respondents are 28.46% satisfied.
Table 4.1.22
Table showing are you satisfied with advertising in pictures and banners mode wise
classification of respondents

Particulars No. of Respondents Percentage

Highly Satisfied 28 21.54%

Satisfied 34 26.15%

Neutral 36 27.69%

Dissatisfied 18 13.85%

Highly Dissatisfied 14 10.77%

Total 130 100.00%

Source: Primary Data

63
Chart 4.1.22: showing are you satisfied with advertising in pictures and banners
mode wise classification of respondents Interpretation:
From the above table, it is interpreted that 31.54% highly satisfied, 26.15%
satisfied,
27.69% neutral, 13.85% and 10.77% respondents.
Inference:
Majority of the respondents are 31.54% highly satisfied.
Table 4.1.23
Table showing are you satisfied with advertising in video mode wise classification
of respondents
Particulars No. of Respondents Percentage

Highly Satisfied 23 17.69%

Satisfied 42 32.31%
Neutral 25 19.23%
Dissatisfied 22 16.92%

Highly Dissatisfied 18 13.85%

Total 130 100.00%

Source: Primary Data

64
 Chart 4.1.23: Showing are you satisfied with advertising in video mode wise
classification of respondents Interpretation:
From the above table, it is interpreted that 17.69% highly satisfied, 32.31%
satisfied,
19.23% neutral, 16.92% and 13.85% respondents.
Inference:Majority of the respondents are 32.31% satisfied.
Table 4.1.24
Table showing are you satisfied with advertising in blog wise classification of
respondents
Particulars No. of Respondents Percentage
Highly Satisfied 32 24.62%
Satisfied 42 32.31%
Neutral 31 23.85%
Dissatisfied 10 7.69%
Highly Dissatisfied 15 11.54%
Total 130 100.00%
Source: Primary Data

65
Chart 4.1.24: Showing are you satisfied with advertising in blog wise classification
of respondents Interpretation:
From the above table, it is interpreted that 24.62% highly satisfied, 32.31%
satisfied,
23.85% neutral, 7.69% and 11.54% respondents.
Inference:
Majority of the respondents are 32.31% satisfied.

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

Particulars No. of Respondents Percentage

Yes 66 50.77%

No 10 7.69%

Maybe 42 32.31%

Can not answer 12 9.23%

Total 130 100.00%

Source: Primary Data

66
Chart 4.1.25: Showing do you think digital marketing is beneficial to your online
shopping wise classification of respondents
Interpretation:
From the above table, it is interpreted that 50.77% yes, 7.63% no, 32.31%, and
9.23% cannot answer respondents.
Inference:
Majority of the respondents are 50.77% yes.
Table 4.1.26
Table Showing how beneficial id digital marketing rate according to your wise
classification of respondents.

Particulars No. of Respondents Percentage

1 Very Low 6 4.62%

2 Low 19 14.62%

3 Moderate 29 22.31%

4 Highly 25 19.23%

5 Very Highly 51 39.23%

Total 130 100.00%

67
Source: Primary Data

Chart 4.1.26 Showing how beneficial id digital Marketing rate according to you,
wise classification of respondents Interpretation:
From the above table, it is interpreted that 4.62% very low, 14.62% low, 22.31%
moderate, 19.32% highly and 39.23% very high respondents.
Inference:
Majority of the respondents are 39.23% very high.
4.2 CORRELATION
4.2.1 HYPOTHESIS:
H0 (Null Hypothesis): There is no significant difference between between region
and Will Buy Products of Local Shops in Online Platform
H1 (Alternate Hypothesis): There is a significant difference between between
region and Will Buy Products of Local Shops in Online Platform

Table 4.2.1: Showing Correlation of between region and Will Buy Products of
Local Shops in Online Platform
Correlations
Locatio Will Buy Products of
n Local
Shops in Online
Platform
Location Pearson Correlation 111 .213

68
 Sig. (2-tailed) 0.015
N 130
130
Will Buy Pearson Correlation .213 11
Products of
Local Shops in
online Platform
Sig. (2-tailed)
0.015
N 130
130
. Correlation is significant at the 0.05 level (2-tailed).
Inference:

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

4.2.2 HYPOTHESIS:

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

Satisfied with Advertising in Blog.

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

Satisfied with Advertising in Blog.

Table 4.2.2: Showing Correlation of region and Satisfied with Advertising in Blog.
Correlations
Location Satisfied with
Advertising in
Blog

Location Pearson Correlation 11 -.185

Sig. (2-tailed) .036

N 130 130

69
Satisfied with Pearson Correlation -.185 111
Advertising in
Blog

Sig. (2-tailed) .036

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

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

4.2.3 HYPOTHESIS:

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

Attracts More Audience and Are you Satisfied Targeted Promotion

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

Marketing Attracts More Audience and Are you Satisfied Targeted Promotion

Table 4.2.3: Showing Correlation of Digital Marketing Attracts More Audience and
Are you Satisfied Targeted Promotion
Correlations
Digital Marketin Are you Satisfied
Attracts g Targeted Promtion
Audience More
Digital Marketing Pearson 1 -.200
Attracts More Correlation
Audience
Sig. (2-tailed) .023
N 130 130

70
Are you Satisfied Pearson -.200 1
Targeted Promotion Correlation
Sig. (2-tailed) .023
N 130 130
. Correlation is significant at the 0.05 level (2-tailed).
Inference:

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

4.3 ANOVA
4.3.1 HYPOTHESIS:
H0 (Null Hypothesis): There is no significant difference between Are you
Satisfied with Digital Marketing and region.
H1 (Alternate Hypothesis): There is no significant difference between Are you
Satisfied with Digital Marketing and region.
Table 4.3.3: Showing ANOVA of Are you satisfied with Digital Marketing and
region.

ANOVA

Are you Satisfied with Digital Marketing

Sum of Squares df Mean Square F Sig.

Between Groups 8.351 2 4.176 3.136 .047

Within Groups 169.072 127 1.331

Total 177.423 129

71
Inference:
The p-value is 0.047 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference Are you
satisfied with Digital Marketing and region.
4.3.2 HYPOTHESIS:
H0 (Null Hypothesis): There is no significant difference between of Ecommerce
Shopping Better than Offline Shopping and Occupation
H1 (Alternate Hypothesis): There is a significant difference of Ecommerce
Shopping Better than Offline Shopping and Occupation.

Table 4.3.6: Showing ANOVA of Showing Ecommerce Shopping Better than

Offline Shopping and Occupation

ANOVA

Ecommerce Shopping Better than Offline Shopping

Sum of Squares df Mean Square F Sig.

Between Groups 33.175 5 6.635 2.617 .028

Within Groups 314.394 124 2.535

Total 347.569 129

Inference:
The p-value is 0.028 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference between
Ecommerce Shopping Better than Offline Shopping and Occupation.
4.4 T-TEST
4.4.1HYPOTHESIS:

72
H0 (Null Hypothesis): There is no significant difference Are you satisfied with
Digital Marketing and Occupation.
H1 (Alternate Hypothesis): There is a significant difference Are you satisfied
with Digital Marketing and Occupation.

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

Independent Samples Test

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

Equality of
Variances

F Sig. t df Sig. Std. Error

(2tailed) Difference

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

satisfied with variances
Digital assumed
Marketing and
Occupation
Equal -1.324 48.918 .192 -.362
variances
not
assumed

Inference:
The p-value is 0.206 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted, are you satisfied with Digital Marketing and
Occupation.
4.4.3 HYPOTHESIS:
4.4.2 H0 (Null Hypothesis): There is no significant difference between are you
satisfied with digital marketing and Digital Marketing Beneficial to Online
Shopping.

73
H1 (Alternate Hypothesis): There is a significant difference between are you
satisfied with digital marketing and Digital Marketing Beneficial to Online
Shopping.
Table 4.4.2: Showing Group Statistics of between are you satisfied with digital
marketing and Digital Marketing Beneficial to Online Shopping

Independent Samples Test

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

Equality of
Variances

F Sig. t df Sig. Std. Error

(2tailed) Difference

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

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

Inference:
The p-value is 0.288 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted. Therefore, there is a no significant difference
between are you satisfied with digital marketing and Digital Marketing
Beneficial to Online Shopping.
CHAPTER - 5

74
 FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS OF THE STUDY
• It is found that 55.33% of the majority respondents are males.
• It is found that 53.08% of the majority respondents are between 21-30
years of age.

75
• Majority respondents 55.37% are unmarried.
• It is found that 32.31% of the majority respondents have completed their
undergraduate degree.
• It is found that 30 67% of the majority respondents are students.
• It is found that 35.38% of the majority respondents have 3-5 lakhs annual
income.
• Majority respondents 30.66% are using the internet for 2-3 hours per day.
• Majority respondents 43.04% are shop online due to the popularity of the
product.
• It is found that 42.32 % of the majority respondents get attracted to online
marketing because it is easy to get aware of the product.
• It is found that 43.08% of the majority respondents agree on buying
products from local shops online.
• Majority respondents 46.11% said that they use cash on delivery as
payment in online shopping.
• Majority respondents 70% agree that they buy electronic goods.
• It is found that 30.67% of the majority respondents strongly agree that
online shopping is better than normal shopping.
• It is found that 35.38% of the majority respondents neutral that online
marketing is more attractive.
• It is found that 35.38% of the majority respondents neutral that digital
marketing attracts more customers.
• Majority 33.33% respondents are neutral that digital marketing influences
buying behavior.
• It is found that 35.83% of the majority respondents neutral that digital
marketing encourages shopping online.

76
• It is found that 31.54% of the majority respondents highly satisfied digital
marketing.
• Majority respondents 30.77% are neutral and satisfied with cost in online
shopping.
• It is found that 28.46% of the majority respondents satisfied that with
targeted promotion in digital marketing.
• Majority respondents 27.69% are neutral that image mode of digital
marketing is satisfied.
• It is found that 32.31% of the majority respondents satisfied that video
mode of digital marketing is satisfied.
• It is found that 32.31% of the majority respondents are satisfied with blog
mode of digital marketing.
• Majority respondents 50.77% are yes that digital marketing is satisfied.
• It is found that 39.23% of the majority respondents are given 5 in scale
rating that digital marketing is satisfied.
• The p-value is 0.015 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between region and Will Buy Products of Local Shops in
Online Platform
• The p-value is 0.023 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between Digital Marketing Attracts More Audience and Are you
Satisfied Targeted Promotion
• The p-value is 0.023 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between Digital Marketing Attracts More Audience and Are you
Satisfied Targeted Promotion
77
 • The p-value is 0.047 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference Are you satisfied with Digital Marketing and region.
• The p-value is 0.028 which is lesser than the alpha value (0.05), hence
alternate hypothesis (H1) is accepted. Therefore, there is a significant
difference between Ecommerce Shopping Better than Offline Shopping
and Occupation.
• The p-value is 0.206 which is greater than the alpha value (0.05), hence
null hypothesis (H0) is accepted, Are you satisfied with Digital Marketing
and Occupation.
• The p-value is 0.288 which is greater than the alpha value (0.05), hence
null hypothesis (H0) is accepted. Therefore, there is a no significant
difference between are you satisfied with digital marketing and Digital
Marketing Beneficial to Online Shopping.

5.2 SUGGESTIONS
As a result of this certain suggestions is put forth in order to gain more customers
online and increase the brand presence in the online.
• Many customers have suggested reducing the cost of online charges.
• Also, many customers are interested in cash on delivery.
• Many people are using internet and online shopping to target them with
tailored digital ads.
78
 • Many people liked ads in video format, publishing ads in video format
reaches more people.
• Digital marketing influence buying behavior, easily attract that people
with right kind of ads to right person in digital marketing
• More people are willing to buy products from local stores online,
marketing with the help of digital marketing can achieve more.

5.3 CONCLUSION
Digital channels in marketing have become an essential part of strategy of many
companies. Nowadays, even for small business owners there is a very cheap and
efficient way to market his/her products or services. Digital marketing has no
boundaries. Companies can use any devices such as smartphones, tablets,
laptops, televisions, game consoles, digital billboards, and media such as social
media, SEO (search engine optimization), videos, content, e-mail and lot more to
promote the company itself and its products and services. Digital marketing may

79
succeed more if it considers user needs as a top priority. Digital marketing results
won’t also come without an attempt, without trial (and error). Companies should
create innovative customer experiences and specific strategies for media to
identify the best path for driving up digital marketing performance.

REFERENCES:
1. Alford, P., Page, S.J.: Marketing technology for adoption by small business.
Service Ind. J. 35(11–12), 655–669 (2015)
CrossRefGoogle Scholar

2. Ballou, E.: How small businesses invest in digital marketing in 2018.

[Link]
marketing-survey2018

80
3. Balmer, J.M.T., Yen, D.A.: The internet of total corporate communications,
quaternary corporate communications and the corporate marketing Internet
revolution. J. Market. Manage. 33(1/2), 131–144 (2017) CrossRefGoogle
Scholar

4. Bhayani, S., Vachhani, N.V.: Internet marketing vs traditional marketing: a

comparative analysis. FIIB Bus. Rev. 3(3), 53–63 (2014) CrossRefGoogle
Scholar

5. Borges Tiago, M.T., Verissimo, J.M.: Digital marketing and social media:
why bother? Bus. Horiz. 57, 703–708 (2014) Google Scholar

6. Bostan Shirin, S.: Online marketing: challenges and opportunities. In:

Proceedings of SOCIOINT14—International Conference on Social
Sciences and Humanities, 8–10 September, pp. 783–792. Istanbul, Turkey
(2014) Google Scholar

7. Chaffey, D. Business-critical digital marketing trends for 2019, Smart

insights. ://[Link]/managing-digital-marketing/marketing-
innovation/businesscritical-digital-marketing-trends/ (2019)

8. Chauhan, P., Agrawal, M., Chauhan, G.: Understanding the critical aspect
of digital marketing for meaningful strategic marketing perspective. J.
Market. Commun. 11(3), 21–29 (2015) Google Scholar

81
9. Clarke, C.G.: Online marketing in a small-medium enterprise (SME). MBA
research project. Saint Mary’s University, Halifax, Nova Scotia, Canada
(2013) Google Scholar

10. Colwyn, S.: UK SME usage and attitudes to online

marketing.
[Link]
digitalmarketing/ali-cort/ (2014)

11. Chaffey, D., Ellis-Chadwick, F., Johnston, K., Mayer, R.: Internet
marketing: strategy, implementation and practice, 4th eds. Financial Times
(Prentice Hall), Upper Saddle River, NJ, USA (2008) Google Scholar

12. Dahnil, M.I., Marzuki, K.M., Langat, J., Faber, N.F.: Factors influencing
SMEs adoption of social media marketing. Procedia—Soc. Behav. Sci.
148, 119–126 (2014) CrossRefGoogle Scholar

13. Darga, A.L.: Use of digital and social media marketing among SMEs in
Mauritius. Mauritius Research Council, April (2018) Google Scholar

14. Demishkevich, M.: Small business use of internet marketing: findings from
case studies. Walden Dissertations and Doctoral Studies Collection. Walden
University, Minneapolis, MN, USA (2015) Google Scholar

15. EBSCO. [Link] (2019)

16. Experian: The 2016 digital marketer. Experian information solutions (2016)
Google Scholar
82
17. Gilmore, A., Gallagher, D., Scott, H.: E-marketing and SMEs: operational
lessons for the future. Europ. Bus. Rev. 19(3), 234–247 (2007)
CrossRefGoogle Scholar

18. [Link] (2019)

19. Google Scholar. [Link] (2019)

20. Google Trends. [Link] (2019)

21. Hamill, J., Gregory, K.: Internet marketing in the internationalisation of UK

SMEs. J. Market. Manage. 13(1–3), 9–28 (1997) CrossRefGoogle Scholar

22. Kimiloglu, H.: The “E-Literature”: a framework for understanding the

accumulated knowledge about internet marketing. Acad. Market. Sci. Rev.
1 (2004)
Google Scholar

23. Harn Chua, A.P., Deans, K.R., Parker, C.M.: Exploring the types of SMEs
which could use blogs as a marketing tool: proposed future research
agenda. Australas. J. Infor. Syst. 16(1) (2009) Google Scholar

24. Isohella, L., Oikarinen, E., Saarela, M., Muhos, M., Nikunen, T.:
Perceptions of digital marketing tools in new microenterprises.
Management challenges in a network economy. In: Management,
Knowledge and Learning International Conference, 17– 19 May, Lublin,
Poland (2017) Google Scholar
83
25. Järvinen, J., Tollinen, A., Karjaluoto, H., Jayawardena, C.: Digital and
Social media marketing usage in B2B industrial sector. Market. Manage. J.
22(2), 102–117 (2012) Google Scholar

26. Jensen, M.B.: Characteristics of B2B adoption and planning of online

marketing communications. J. Target. Measure. Analy. Market. 14(4), 357–
368 (2006) CrossRefGoogle Scholar.

27. Kilmartin, J.: Internet marketing: a study within SMEs in the Northwest of
Ireland. Master Thesis. Letterkenny Institute of Technology, School of
Business (2013) Google Scholar.

28. Leeflang, P., Verhoef, P.C., Dahlström, P., Freundt, T.: Challenges and
solutions for marketing in a digital era. Eur. Manag. J. 32, 1–12 (2014)
CrossRefGoogle Scholar.

29. Lichtenthal, J.D., Eliaz, S.: Internet integration in business marketing

tactics. Ind.
Mark. Manage. 32, 3–13 (2003) CrossRef Google Scholar.

30. Mokhtar, N.F.: Internet marketing adoption by small business enterprises in

Malaysia. Int. J. Bus. Soc. Sci. 6(1), 59–65 (2015) Google Scholar.

31. Morgan, R.F.: An internet marketing framework for the World Wide Web
(WWW). J. Market. Manage. 12(8), 757–775 (1996) Math SciNet
CrossRef Google Scholar.

84
32. Murphy, H.C., Kielgast, C.D.: Do small and medium-sized hotels exploit
search engine marketing? Int. J. Contemp. Hospital. Manage. 20(1), 90–97
(2008) CrossRef Google Scholar.

33. Negoita, O.D., Purcarea, A.A., Popescu, M., Niculescu, A., Coman, C.N.:
Digital marketing tools used by companies. FAIMA Bus. Manage. J. 6(4),
66–76 (2018) Google Scholar.

34. Patrutiu-Baltes, L.: Inbound marketing—the most important digital

marketing strategy. Bull. Transilvania Uni. Brasov. Econo. Sci. Series V.
9(2), 61–68 (2016) Google Scholar.

85
BIBLIOGRAPHY
• Chaffey, D., Ellis-Chadwick, F., Chaffey, D.: Digital marketing: strategy,
implementation and practice. Pearson, Harlow (2012).
• Chaffey, D., Ellis-Chadwick, F., Chaffey, D.: Digital marketing: strategy,
implementation and practice. Pearson, Harlow (2012).
• Chaffey, Dave, Smith, P. R.: eMarketing excellence: planning and
optimizing your digital marketing (electronic resource). Routledge,
London (2013).
• Charlesworth, A.: An introduction to social media marketing (electronic
resource). Routledge, London (2015).
• Charlesworth, A.: Digital marketing: a practical approach (electronic
resource).
Routledge, London (2014).
• ClickZ, [Link]
• E-Commerce Times: E-Business Means Business,
[Link]
• eMarketer, [Link]
• Heart Internet, [Link]
• iCrossing UK, [Link]
• Influential, [Link]
• MarketingVox, [Link]
• Neher, K.: Visual Social Media Marketing: Harnessing Images,
Instagram, Infographics and Pinterest to Grow Your Business Online.
Boot Camp Digital Publishing, Cincinnati, Ohio (2013).
• Roberts, M.L., Zahay, D.L.: Internet Marketing: integrating online and
offline strategies. South-Western College Publishing; International ed of
3rd revised ed edition (10 April 2012), Mason, Ohio (2012).
• Ryan, D.: The best digital marketing campaigns in the world: II
(electronic resource). KoganPage, London (2014).
• Search Engine Land, [Link]
 APPENDIX - I (QUESTIONNAIRE)
IMPLEMENTATION AND EFFECT OF DIGITAL MARKETING IN A SMALL
RETAIL BUSINESS
1. Name___________

2. Gender

a. Female
b. Male
c. Prefer not to say
d. Others
3. Age
a. Below 20
b. 21-30
c. 31-40
d. 41-50
e. above 51
4. Qualification
a. School Level
b. Diploma
c. U.G
d. P.G
e. Others
5. Marital Status
a. Married
b. Unmarried
6. Location
a. Urban
b. Rural
c. Suburban
7. Occupation
a. Student
b. Employee
c. Self Employee
d. Government Employee
e. Business
f. Others
8. Annual Income Level
a. under 1 lakhs
b. 1-3 lakhs
c. 3-5 lakhs
d. 5-10 lakhs
e. above 10 lakhs
9. How often do you use the Internet everyday?
a. Less than one hour
b. 1-2 hours
c. 2-3 hours
d. 3-4 hours
e. More than 4 hours

10. When do you feel the need to shop online?

a. By seeing ads in tv
b. By seeing ads in online
c. Popularity of the product
d. Online offers
e. Others
11. What feature of online marketing attracts you
a. unique and special
b. individual targeting
c. direct offer
d. easy to get aware on product
12. Will you buy products of local shops in online platform
a. Yes
b. No
c. Maybe
13. Preferred payment in online shopping
a. Cash On Delivery
b. UPI
c. Debit Card
d. Credit Card
e. Other:

14. Which Product is most frequently buy in Online Shopping?

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

15. Online marketing is more attractive

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

16. Digital marketing attracts more audience

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

5-Strongly Agree)
1 2 3 4 5

[Link] marketing shows tailored product to customer

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

18. Digital marketing encourages you to shop online digital marketing influence

your buying behavior ecommerce shopping is better than online shopping

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

5-Strongly Agree)
1 2 3 4 5
19. Are you satisfied with digital marketing?

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

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

20. Are you satisfied with cost in online shopping?

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

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

21. When compared to offline shopping?

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

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

22. Are you satisfied with targeted promotion?

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

4-Satisfied, 5-Highly Satisfied)
1 2 3 4 5
23. Are you satisfied with advertising in pictures and banners mode?

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

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

24. Are you satisfied with advertising in video mode?

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

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

25. Are you satisfied with advertising in blog?

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

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

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

a. Yes b. No c. Maybe

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

1 2 3 4 5
 APPENDIX - II (ARTICLE)
IMPLEMENTATION AND EFFECT OF DIGITAL MARKETING IN A SMALL
RETAIL BUSINESS
BHARATH J, STUDENT SCHOOL OF BUSINESS ADMINISTRATION,
SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY, CHENNAI
–
600119, bharathvel97@[Link]
Dr. DHIVYA SATHISH, ASSISTANT PROFESSOR SCHOOL OF BUSINESS
ADMINISTRATION, SATHYABAMA INSTITUTE OF SCIENCE AND
TECHNOLOGY,
CHENNAI – 600119, dhivya.sathish05@[Link]

ABSTRACT
Marketers are faced with new challenges and opportunities within this digital
age. Digital marketing is the utilization of electronic media by the marketers to
promote the products or services into the market. The main objective of digital
marketing is attracting customers and allowing them to interact with the brand
through digital media. This project focuses on the importance of digital
marketing for both marketers and consumers. It examine the effect of digital
marketing on the firms’ sales. Additionally the differences between traditional
marketing and digital marketing in this paper are presented. This study has
described various forms of digital marketing, effectiveness of it and the impact it
has on firm’s sales. The examined sample consists of one hundred thirty
individuals which have been randomly selected to prove the effectiveness of
digital marketing. Collected data has been analysed with the help of various
statistical tools and techniques.

1
Key words: Digital marketing, E-commerce, Online Shopping, Social media
marketing

INTRODUCTION

Digital marketing is one type of marketing that is widely used to promote

products or services and to reach consumers using digital channels. Digital
marketing extends beyond internet marketing including channels that do not
require the use of the Internet. It includes mobile phones (both SMS and MMS),
social media marketing, display advertising, search engine marketing and many
other forms of digital media. digital marketing review digital marketing review.

Through digital media, consumers can access information at any time and any
place where they want. With the presence of digital media, consumers do not just
rely on what the company says about their brand but also they can follow what
the media, friends, associations, peers, etc., are saying as well. Digital marketing
is a broad term that refers to various promotional techniques deployed to reach
customers via digital technologies. Digital marketing embodies an extensive
selection of service, product and brand marketing tactics which mainly use the
Internet as a core promotional medium in addition to mobile and traditional TV
and radio. A is witnessing a continuous growth digital sector.

REVIEW OF LITERATURE

2
Chaffey [Link], (2003) defines Internet Marketing as “The use of the Internet and
the related digital technologies to achieve marketing objectives and support the
modern marketing concept. These technologies include the Internet media and
other digital media such as wireless mobile, cable and satellite media”.

Chaffey, (2007) It is important to understand the relationship between digital

communication and traditional communication in the old media; for example,
TV, radio, newspapers, magazines and billboard ads, the communication model
was and is one-to-many compared to one-to-one or many-to-many
communication models in digital media like blogs, social networks, wikis and
other social media

Greg Brian Martin, (2007), pg no. 99The role of exigencies in marketing: a

rhetorical analysis of three online social networks, thesis presented to the
graduate school of Clemson University. Increasingly are using social networks
for promotional purposes and to gauge consumer experiences with their
organizations.

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

3
Kim and Lee (2002) have suggested that the design of the e-store influences
consumers “access to the e-store. In the e-store, website design, design of
product and service contrast and information, time to complete an online order
form, easy of searching product and service, screen layout, screen complexity,
page composition, information retrieval methods, information display, use of
colour and background, assistance to the user and speed of accessing the e-store
are notable factors attracting e-consumers.

OBJECTIVES OF THE STUDY

1. To study and analyse the effort of digital marketing in a small retail business

in customers view
2. Examine the customer’s interest in digital shopping.

RESEARCH METHODOLOGY

Research Design: In this study, Descriptive Research Design is used in research

topic.
Sampling Technique: The method of sampling adopted to conduct survey is
Convenience Sampling Method. The area of research is concentrated on Digital
marketing and Online Shopping.
Sources of Data: The primary data for this study is collected through
questionnaire consisting of multiple-choice questions. The secondary data is
collected by referring by websites, journals, articles and research paper.

4
Structure of Questionnaire: Multiple choice questions and Likert’s scale questions
Sample Size: Sample Size of 130 online customers those purchasing products
from Online sites in Tamil Nadu.
Period of Study: The period of study is carried out from January 2021 to March
2021.
Analytical Tools:
• Correlation.
• ANOVA.
• Independent T-test

5
 CORRELATION
HYPOTHESIS:
H0 (Null Hypothesis): There is no significant difference between between region
and Will Buy Products of Local Shops in Online Platform
H1 (Alternate Hypothesis): There is a significant difference between between
region and Will Buy Products of Local Shops in Online Platform

Table Showing Correlation of between region and Will Buy Products of Local
Shops in Online Platform
Correlations
Location Stress Variables
Pearson
Location 111 .213
Correlation
Sig. (2-tailed) 0.015
N 130
130
Will Buy Products of Pearson .213 11
Local Shops in online Correlation
Platform
Sig. (2-tailed)
0.015
N 130
130
. Correlation is significant at the 0.05 level (2-tailed).
Inference:

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

ANOVA
HYPOTHESIS:

6
H0 (Null Hypothesis): There is no significant difference between Are you Satisfied
with Digital Marketing and region.
H1 (Alternate Hypothesis): There is no significant difference between Are you
Satisfied with Digital Marketing and region.

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

ANOVA

Are you Satisfied with Digital Marketing

Sum of Squares df Mean Square F Sig.

Between Groups 8.351 2 4.176 3.136 .047

Within Groups 169.072 127 1.331

Total 177.423 129

Inference:
The p-value is 0.047 which is lesser than the alpha value (0.05), hence alternate
hypothesis (H1) is accepted. Therefore, there is a significant difference Are you
satisfied with Digital Marketing and region.
T-TEST
1HYPOTHESIS:
H0 (Null Hypothesis): There is no significant difference Are you satisfied with
Digital Marketing and Occupation.
H1 (Alternate Hypothesis): There is a significant difference Are you satisfied with
Digital Marketing and Occupation.
Table Showing Independent Samples Test of between Are you satisfied with
Digital Marketing and Occupation.

7
 Independent Samples Test

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

Equality of
Variances

F Sig. t df Sig. Std. Error

(2tailed) Difference

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

satisfied with variances
Digital assumed
Marketing and
Occupation
Equal -1.324 48.918 .192 -.362
variances
not
assumed

Inference:
The p-value is 0.206 which is greater than the alpha value (0.05), hence null
hypothesis (H0) is accepted, are you satisfied with Digital Marketing and
Occupation.
SUGGESTIONS
• Many customers have suggested reducing the cost of online charges.
• Also, many customers are interested in cash on delivery.
• Many people are using internet and online shopping to target them with
tailored digital ads.
• Many people liked ads in video format of publishing ads, video format
reaches more people.

CONCLUSION

8
Digital channels in marketing have become an essential part of strategy of many
companies. Nowadays, even for small business owners there is a very cheap and
efficient way to market his/her products or services. Digital marketing has no
boundaries. Companies can use any devices such as smartphones, tablets,
laptops, televisions, game consoles, digital billboards, and media such as social
media, SEO (search engine optimization), videos, content, e-mail and lot more to
promote the company itself and its products and services. Digital marketing may
succeed more if it considers user needs as a top priority. Digital marketing results
won’t also come without an attempt, without trial (and error). Companies should
create innovative customer experiences and specific strategies for media to
identify the best path for driving up digital marketing performance.

REFERENCES
• Chaffey, D. Business-critical digital marketing trends for 2019, Smart
[Link]/managing-digital-marketing
innovation/business-critical-digital-marketing-trends/ (2019)

• . Kimi loglu, H.: The “E-Literature”: a framework for understanding the

accumulated knowledge about internet marketing. Acad. Market. Sci. Rev.
1 (2004) Google Scholar

9
• Lichtenthal, J.D., Eliaz, S.: Internet integration in business marketing
tactics.
Ind. Mark. Manage. 32, 3–13 (2003) CrossRef Google Scholar.

• Murphy, H.C., Kielgast, C.D.: Do small and medium-sized hotels exploit

search engine marketing? Int. J. Contemp. Hospital. Manage. 20(1), 90–97
(2008) CrossRef Google Scholar.

• 33. Negoita, O.D., Purcarea, A.A., Popescu, M., Niculescu, A., Coman,
C.N.: Digital marketing tools used by companies. FAIMA Bus. Manage. J.
6(4), 66– 76 (2018) Google Scholar.

10