PROJECT REPORT ON MARKETING

REGIONAL COLLEGE OF MANAGEMENT,

BBSR ODISHA

SUBMITTEDTO - SUBMITTED BY -
SWARNA SAHU MA’AM MANILA PINGUA
(Deppt. Of BBA) BBA 3rd YEAR
ROLL NO-66391UT19045
 DECLARATION

I hereby declare that the project work entitled “DISSERTATIONON

MARKETING “ is a record of an original work done by me under the
guidance of Professor – Swarna Sahuma’ma Department of BBA,
RCM Bhubaneswar. And this project work is submitted in the partial
fulfilment of the requirements for the award of the degree of B.B.A
(marketing). The results embodied in this thesis have not been
submitted to any other University or Institute for the award of any
degree of diploma.

STUDENT NAME – MANILA PINGUA

UNIVERSITY ROLL NO- 66391UT19045
 ACKNOWLEDGEMENT

I extend my deep sense of gratitude and sincere thanks to our

principal Prof (Dr) Hemant Panda for his value support in carrying
out my project work.

I take this opportunity to express my profound gratitude and deep

regards to my faculty guide Prof SwarnaSahuma’ma, RCM,
Bhubaneswar for her exemplary guidance, monitoring and constant
encouragement throughout the course of this project.Without her
invaluable guidance and support his project work would not have
been possible.

STUDENT NAME – MANILA PINGUA

UNIVERSITY ROLL NO- 66391UT19045
 CERTIFICATE

This is to certify that the project titled” IMPACT OF DIGITAL

MARKETING ON E-COMMERCE by Manila Pingua , a student of BBA
of REGIONAL COLLEGE OF MANAGEMENT Which is affiliated to
UTKAL University , BHUBANESWAR has been examined by the
following

________________ _______________
Internal examiner External Examiner External Examiner

________________
Principal
 LIST OF TABLES & FIGURES

1 INTRODUCTION Pg 1-3

2 REVIEW OF THE RELATED LITERTURE Pg 4-6

2.1 COMPANY PROFILE Pg 7

3 RESEARCH METHODOLOGY Pg 8

3.1 OBJECTIVES OF THE STUDY Pg 9-15

3.2 SCOPE OF THE STUDY Pg 16-21

3.3 LIMITATIONS OF THE STUDY Pg 22-23

3.4 RESEARCH DESIGN Pg 24-27

3.5 STATISTICALS TOOLS Pg 28-37

4 DATA ANALYSIS & INTERPRETATION Pg 38-44

5 CONCLUSION Pg 45

5.1 SUGGESTIONS & RECOMMENDATIONS Pg 46-52

REFFERENCE pg 53
 INTRODUCTION

What is Digital Marketing - Digital marketing is a term for

the targeted, measurable, and interactive marketing of products or
services using digital technologies to reach and convert leads into
customers and retain them. The key objective is to promote brands,
build preference and increase sales through various digital
marketing. It is the practice of promoting products and services using
digital distribution channels to reach consumers in a timely, relevant,
personal and cost-effective manner. While digital marketing is a part
of mainstream marketing activity in the more developed markets,
but in India it is still in a nascent stage. In this rapidly changing global
scenario, Digital Marketing has revolutionized the world as never
before. The field of digital marketing includes a whole host of
elements such as Email Marketing, SMS Marketing, Social Media
Marketing, Search Engine Marketing, Search Engine Optimization,
Paid Banners Ads, etc. Previously seen as a stand-alone service in its
own right, it is frequently being seen as a domain that can and does
cover most, if not all, of the more traditional marketing areas such as
Direct Marketing by providing the same method of communicating
with an audience but in a digital fashion. Like traditional marketing,
Digital Marketing also has 2 forms, each of which has their pros and
cons.

Digital marketing is the component of marketing that uses

the Internet and online based digital technologies such as dpeskto
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

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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, e-mail 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 ring tones.The extension to non-Internet
channels differentiates digital marketing from online advertising.
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 LinkedIn, Facebook, YouTube and Twitter, consumers became
highly dependent on digital electronics in daily lives. Therefore, they
expected a seamless user experience across different channels for
searching product's information. The change of customer
behavior 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

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portion of advertising stems from businesses employing Online
Behavioural Advertising (OBA) to tailor advertising for internet users,
but OBA raises concern of consumer privacy and data protection.

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 2. REVIEW OF THE RELATED LITERATURE

The following are the literatures reveled from the previous

studies in the field of e – commerce and digital marketing in India.
Such as BadarAlam Iqbal (2013); AbhijitMitra (2013); Satyendra
Narayan Singh, Pavan Kumar, and Amit Kumar Dubey (2016); Yusuf
Kamal (2016); Rajeshwari M. shettar (2016); Mahipal and
Shankaraiah (2018); Menaka B and seethal k (2018); and Shirisha. M
(2018).

DISCUSSION
From the above discussions of the reviews on treads in Digital
Marketing of E-commerce in India is explored that innovation in the
mobile market had made enormous opportunities in digital and e-
commerce marketing. organization and government are required to
carefully frame the policies regarding the safety of consumer and
general public data. There is a need to change the marketing strategy
of various companies from traditional marketing to digital marketing.
If the companies do not use the digital marketing platform to market
their products and services then they will lack the competition that
exists in a perfect competition market, and hence the future of the
company cannot be assured and the company will go in loss. With
the rapid expansion of the internet, E-commerce is set to play a very
important role in the 21st century; the new opportunities that will be
thrown open will be accessible to both large corporation and small
companies. The role of government is to provide a legal framework
for E-commerce so that while domestic and international trade are
allowed to expand their horizons, basic tights such as privacy,
intellectual property, prevention of fraud, consumer protection, etc.
are all taken care of. Three keys to digital marketing success, such as;

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1. Manage complex customer relationships across a variety of
channels – both digital and traditional. 2. Respond to and initiate
dynamic customer interactions. 3. Extract value from big data to
make better decisions faster. Digital marketing has a huge impact on
how people communicate with friends and relatives how they travel
how the access the information and the way they buy or sell
products and services. The growth of E-commerce volumes in India is
attracting the attention of players around the globe. E-commerce
creates new opportunities for business it also creates new
opportunities for education and academics. It appears that there is
tremendous potential for providing E-business education. There will
be a prospective growth of electronic commerce in India if the
government provides legal security and a framework for e-
commerce so that while Domestic and International trade are
allowed to expand their basic right such as intellectual property.
Privacy, prevention of fraud. Consumer protection, etc. The Internet
and smartphone have changed the way we make purchases. It is
further clearer that the number of people who are accessing e-
commerce website purchase will further increase in the future.

MANAGERIAL IMPLICATIONS

There are need for the managerial implication to ensure the

digital marketing and e-commerce impact in the Indian economy.
Data utilization of the common people are to be simplified at a very
cheaper cost due to attract the rural people into the e-commerce
circle. The political intervention of data selling has prevailed in India
between the public and private telecom service providers. It should
be eliminated to generalized all are equal in the cost of services
providing to the general public at a very affordable cost to the BPL
people also. Digital marketing has so many options and strategies

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associated with it, business people can get creative and experiment
with a variety of marketing tactics on a budget. Digital marketing
requires companies to analyze and quantify the value of downloads
of apps on mobile devices. And social media. Digital marketing will
enhance the frequency and depth of its users with the help of the e-
commerce trust of the people. The overall observation of the digital
marketing segment and its growth revealed that online traveling and
e-tailing have assumed around 90% of the total sale through e-
commerce and it became very prominent segment in recent years in
India as notified through the big data. Hotel industries are now
booked highly through e-commerce. Most of the startup are
promulgated based on e-commerce and doing digital marketing to
sell their services. Accessibility to e-commerce platform is a necessity
for people and social needs peoples who are staying in urban and
semi –urban and even rural areas. The number of people who are
using e-commerce websites has widely increased. To manage the
customer relationship with the digital database across the country
many of the channels are available digitally, organizations those who
are involved in the dynamic to place the probable of e-marketing of
goods and services. The exact expectations can be extracted through
the analyzing value from big data to make better decisions faster to
develop the Indian economy. The data available from the 5G
technology will boom the e-marketing and e-commerce in India.

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 2.1 COMPANY PROFILE

With our company profile writing services, you can expand your
business in style. We have been working with clients from various
industries, and understand the requirement of each company. You
can download the best company profile design pdf, and examine
how we tailor the profiles for our clients. Besides, you may be
specializing in certain domains within the digital marketing industry.
For instance, if you have a demonstrated expertise in social media
marketing, you can come to us to get your profile drafted. Check out
the social media marketing company profile pdf to get an idea how
uniquely you can brand your business. Besides, our writers and
visualizers are creative in expressing the business ideas. A perfect
blend of words and formatting can give you a compelling business
profile.

Apart from making the profile engaging by choosing the right

words, our creative experts focus on the aesthetics. For instance, you
might be interested to use a particular digital marketing company
profile template. However, certain changes may have to be made in
its design to make it suitable for your brand. Our experts would
collaborate with you closely while working on your business profile.
This ensures, that all your business ideas would find a place in the
overview section. Check out the company introduction sample and
come to us with your requirements. We would love to see you
succeed in a world of competitions.

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 3 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY Primary data: Internal MIS and

Google Analytics of an e- commerce company Secondary data:
Internet, Reports, Business magazines

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 3.1 OBJECTIVES OF THE STUDY
Every business has some goals which it wants to achieve within
a limited time period. No business puts their money to get
themselves in any kind of loss. In order to achieve these goals &
missions, specific digital marketing objectives are set so that they can
lead in meeting your targets.

Digital marketing is used as the major key tool nowadays to turn the
impact of any small size business into a measurable & huge one. Its
impact is so much high that even small scale business are growing
their shares in a very large market. And why wouldn’t it be? digital
marketing provides you with various tools which make a business to
grow & compete in the market.

digital marketing objectives

You need to learn the Top digital marketing skills which in demand to
implement digital marketing effectively. That’s why their is huge
demand for the digital marketing course.

Digital marketing has already given a surprise to the marketing

industry when it started.

Why People Use Marketing For Their Business When They Launch
Any Kind Of Product Or Service In The Market?
Of course, if someone is coming out first time in the open
market, they do not have any kind of their favourite audience lined
up and waiting for their products & services with anticipation.

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Marketing helps at this initial stage of the business to attract
potential customers, guide them, educate them and finally made
them buy your products.

Actually, the objectives are the same in both digital marketing and
traditional marketing. But the difference occurs in the approach &
the methods you choose to get growth for your business.

Traditional Marketing: Everyone is aware of the old & proven

methods of offline marketing which are using printed ads, billboards,
posters, banners, newspaper-magazine ads etc.

Digital Marketing: The approach of marketing gets differ in online

marketing, we use techniques like SEO, SMM, SEM, Content
Marketing to increase the visibility of our business.

The ultimate goal of every business is to get a high number of

potential customers to their doorstep. And for the same objectives of
digital marketing are set by intelligent business owners.

Objectives Of Digital Marketing

Each marketing campaign being run by a company has some fixed
objectives, it can be brand awareness or it can be lead generation.
Digital marketing helps you completing your business goals by
making them into different digital marketing objectives.

When anyone wants to build their brand and want to grow their
Business at fast pace, you have to be very clear on your Digital

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10
Marketing Strategies, with accurate and clear objectives of your
Digital Marketing Plans.
Whenever you follow and execute any Digital Marketing Strategy,
this will not only build your Customer Base but also will help you to
gain more Business and also in establishing you as a Brand.

For example, if your business goal is lead generation. Make sure that
you are putting your digital marketing disciplines are aiming to
accomplish them.

Let’s see the main objectives of digital marketing:

 Brand Awareness
 Lead Generation
 Promotion for new products & services
 Target Customers
 Retaining Old customers
 Increase Sales/Profit
 Expand Market
 More Website Traffic
 Improve User Experience
 Improve conversions
 Less Costly
These are some of the major objectives of digital marketing. Let’s see
them one by one and how can be they helpful for your business.

Brand Awareness: Brand awareness is one of the important aspects

and objectives of digital marketing. If your business is small or

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limited to a smaller area, you can use digital marketing methods to
grow your brand’s name.

It will increase your business reach and a large number of people will
get to know about your business name and profile. Note that, it is
highly recommended for the businesses who are just born in the
market.

Lead Generation: If your business is getting less number of leads and

you are not gaining any kind of profit or very marginal profit
throughout the whole period, you need to concentrate on lead
generation techniques.

It will surely help you to get a high amount of leads which will fill
your email list of potential customers and you will definitely have a
much better conversion. Social media platform of digital marketing
methods is one of the best ways to capture your potential customers
online.

Promotion for new services & products: Planning to launch new

products or services in the market? Then, your digital marketing
objectives should be related to promoting those products and
services.

For example, whenever a company plans to launch its new bike in

the market, they make sure to spend their budget on activities
related to promotion of that product like digital boards, social media
ads, google ads etc.

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Target Customers: Increasing your business to new customers will
significantly help in the increase of profit shares. You can opt for this
objective if you already have a great client base and you want to get
more clients, customers in your business to expand it.

Change is one of the phenomena of nature if you do not expand your

business somebody else will take away your customers.

Retaining Old customers: Sometimes you do not have all the

necessary things to expand or gather new customers to your
business. And you also do not want to lose your regular and potential
customers who are loyal to your business.

In that case, you need to focus on your existing customer base rather
than thinking of new customer acquisition.

Increase Sales/Profits: One of the major objectives of digital

marketing is to increase the number of sales of your products and
services. Ultimately it will increase the wealth of your business and
your profit.

It involves selling the right product and services to the right

customers. Not every user is meant to buy everything from your
company. You need to find which product is made for which category
of customer. Then, use digital marketing platforms to target them.

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Digital marketing tools can help you in both identifying the right
customer and also in engaging with that customer leading it to the
conversion phase.

Expand Market: If your business is doing well in a particular area and

it is getting a good name & fame in its neighbour areas. You should
definitely focus on expanding your hands to other parts also.

Find out any other location, a market where you can find the right
audience for your business and you can easily target them. Digital
marketing can help you in all of the above steps, starting with
identification of the location to targeting the potential customers for
your products and services.

More Website Traffic: Increase your website traffic, rank in google

with the help of different techniques of digital marketing like SEO,
OFF-Page SEO etc.

More website will give your website more visitors, it will significantly
increase your audience base.

Improve User Experience: Reduce the bounce rate of your website,

use digital marketing techniques to engage more audience on your
website. Create a better website structure and customer feedback
arrangement.

It will make your customers loyal towards your business and you can
hold them for the long run.

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Less Costly: Running Cost of Online Marketing Ads is almost ¼th of
the Offline Marketing because through digital marketing you can
directly target to potential audience at right location. For example: If
you are pasting hoardings for the launch of new products it maybe
cost you Rs.1,000 to Rs70,000 depends on the size of your hoarding
& location, but in this conventional marketing business owners never
know that who have seen their ads or not, will they get business
more than they spent on hoardings. But for the same product when
you spend Rs.1,000 to Rs.70,000 then it is guaranteed that each
amount spend will show ads directly to the potential customers,
which will increase higher chances of conversion for the products
and it also multiply the no. of customers.

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 3.2 SCOPE OF THE STUDY

More than half of consumers discover companies through social

media news feeds. Companies can reach almost 1 million customers
via Instagram alone, and more than 9 million businesses use
Facebook to connect with consumers.

Companies leverage social media platforms for both business-to-

business (B2B) and business-to-consumer (B2C) digital marketing
campaigns.

 B2B: To generate leads, B2B marketers are active on social media

platforms like LinkedIn and Twitter. They also often rely on PPC
campaigns to reach their target audiences without spending too
much money.
 B2C: B2C marketers focus on improving brand awareness and
attracting customers to their websites and products using social
media platforms like Facebook, Twitter, Instagram, and Pinterest.
While posting ads and content on Facebook and other popular
platforms continue to be an effective way to reach your target
market, the scope of digital marketing encompasses much more than
just social media. In addition to social media, savvy businesses also
employ the following methods to reach new audiences while
building (and maintaining) their brand awareness:

 Paid search: Marketers pay Google and other search engine

companies a fee whenever someone types in your keyword, and
their ad is shown at the top of the search results (“PPC” model).
 Organic (or natural) search: This method takes more finesse than
PPC since marketers are using keyword analysis and other search
engine optimization (SEO) methods to naturally push their content
to the top of the list of natural search results on Google and other
search engines.

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 Email marketing campaigns: Believe it or not, email marketing
campaigns (if done properly) are still very effective at reaching
your target market, and they’re also very accessible for small
businesses.
 Content marketing: Publishing helpful articles, guides, tutorials,
and other online content (in addition to webinars and podcasts)
that engages your target audience is the essence of content
marketing.
 Webinars: This is a great way to provide something of value to
target consumers while also promoting your brand and products.
 Podcasts: Compelling audio content is another way to reach your
audience and can be used in conjunction with other media for
broader marketing campaigns.

The Scope of Digital Marketing in Much Larger

Digital marketing trends evolve each year as more companies enter

the space and new technologies emerge. Looking ahead to 2022,
here are some trends that will help continue to shape this space.

Analytics

Digital marketing analysis is typically done after the fact. Marketers

will publish a piece of content, for instance, and then check to see
how effective it was after a few weeks. This is certainly helpful, but
real-time analytics is beginning to shake up the world of digital
marketing. Conducting real-time analysis allows marketers to both
individualize content for smaller subsets of consumers and respond
much more quickly to their performance.

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Social Media Influencers

Advertisers in all sectors are connecting with social

media influencers to help enhance their brands. This is proving to be
an effective digital marketing strategy, largely because consumers
tend to trust other consumers more than companies advertising
products. Expect more companies in 2022 and beyond to use these
influencers to drive sales.

Also, expect to see fewer celebrities promoting products, as

consumers have grown relatively weary of their endorsements.
Instead, the trend is moving more toward influencers who have
more direct relevance to the product. One great example is make-up
artist James Charles, who has become a celebrity but also has
expertise specific to cosmetics, which Cover Girl has tapped for its
promotions.

Video Remains King

Video will remain a top strategy in 2022, as digital marketers

capitalize on users’ short attention spans and desire to view content
instead of reading it. Since 74 percent of consumers in the United
States watch online videos each week, this medium will continue to
play a significant role in connecting customers and businesses. Most
social media channels support video hosting and sharing.

One trend to watch out for is SEO for images and video. Typically,
people type in keywords relating to a particular image or video, but
this can be tedious. More and more users are discovering that they
can use existing or new images to search for other, closely related
images online. This profoundly increases the scope of digital
marketing. By adding relevant keywords to the titles of their images
and videos, including alt text in image descriptions, and using other
such methods, advertisers will make it easier for potential customers
to find them.

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Artificial Intelligence

Artificial intelligence (AI) enables digital marketers to better analyze

user data so they can further customize the customer journey. AI
helps companies understand a great deal about customers and how
to best target audiences.

AI also provides users with a more personalized experience, giving

them customized assistance at each stage of the buying process.
Businesses can achieve this customer experience by automating ads
to targeted audiences using programmatic advertising. Programmatic
advertising is expected to account for more than 72 percent of online
marketing spend in 2021.

Augmented and Virtual Reality

Companies will continue to use augmented reality (AR) and virtual

reality (VR) in their marketing strategies to enhance brand awareness
and satisfy customer demand. Companies like Starbucks, Nivea, and
Volkswagen have launched successful AR and VR campaigns to offer
customers an experience that better connects them to their brands
and products.

Omni-channel Marketing

While today’s consumer expects every business to at least have an

online presence, using a variety of media to engage your target
market in a seamless manner is ideal. Often referred to as “omni-
channel” marketing, this approach does away with any barriers or
“silos” that different media may impose. For instance, a product
advertised on television should also have an online tie-in that’s
optimized for both desktop and mobile users.

The point is, consumers may use a variety of media to learn about
and engage with your product (or service) before and after they buy.

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If there isn’t a smooth handoff among these different platforms,
then it may hurt the experience and result in a lost sale.

Content to Become More Interactive

Interactive content is nothing new, but it’s beginning to be embraced

as an effective marketing tool more than ever. Not only do they
increase the amount of time a prospective customer engages with
your brand, but they allow you to capture more data and, in turn,
fine-tune your digital marketing strategy.

From the perspective of expanding the scope of digital marketing,

interactive content might include contests (e.g., “comment on this
post and share it to your timeline to enter”), polls, surveys, or even
games. Giving users more opportunities to interact with your brand
also plays into the ultimate goal of greater personalization.

Watch the video below to understand digital marketing in detail.

Careers in Digital Marketing

Digital marketers should follow the latest developments and

incorporate them into their strategies. As more companies turn to
online advertising to reach a wider audience, digital marketing jobs
continue to grow.

Digital marketing managers in the United States earn average annual

salaries of more than $75,000. Other high-paying digital marketing
roles include social media marketing specialists, PPC experts, digital
marketing consultants, digital analytics experts, and search engine
optimization (SEO) managers. Bloggers and YouTubers also have
opportunities to write and video blogs professionally for digital
marketing purposes.

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There are many digital marketing careers available, but you’ll need a
solid understanding of all techniques in the scope of digital
marketing to succeed in 2022, especially considering the new
challenges the pandemic has created. Simplilearn’s free Digital
Marketing Fundamentals programhelps digital marketers master the
basics of this fast-growing discipline. Through dedicated online
training, you can learn all you need to know about social media, PPC,
SEO, web analytics, email, and content and mobile marketing so you
can launch and maintain effective campaigns.

If you have a certain amount of digital marketing experience and

want to enhance your digital marketing career, we would
recommend you to check our Post Graduate in Digital Marketing
Program today to take your career to the next level!

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 3.3 LIMITATIONS OF THE STUDY
1. High competition

digital marketing campaign should be well thought of, should

stand out, grab attention and create impact on the target audience
since the competition has grown many folds in the recent past. Any
monotonous approach or repeated method will drive the brand out
of the competition in no time. Digital marketing campaigns have
become very competitive, thus brands have to be relevant to the
needs of the customers and be quick in responding.

2. Dependability on Technology

Digital marketing is purely based on technology and the

internet is prone to errors. There are times when the links may not
work, landing pages may not load, and page buttons just don’t
simply do its job. This leads the prospective customers to switch to
other brands. Therefore, to avoid this, a test of the website is
necessary, also proofreading the contents and making sure that the
campaigns will work on its targeted niche becomes important.

3. Time Consuming

One of the biggest disadvantages of digital marketing

campaigns is its time consuming nature. Unorganized tactics and
strategies may consume a lot of time and often it becomes difficult
to devote the desirable time to the campaign. This will eventually
lead to negative results. Therefore, it has been suggested to focus on
a strategy that the company needs the most then accordingly plan
and curate the content. Digital marketing tools like HubSpot, Ahrefs
and social media posting, and scheduling tools like Hootsuite and
Tweetdeck should be used to overcome the potential barriers.

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4. Security and Privacy Issues

Security is the primary requirement for any brand, hence

website protection is something to be executed seriously as a digital
marketer. Securing the network and safeguarding the network
connections by using firewalls and encryption tools like VPN is always
suggested. The basic approach of having a good antivirus is most
desirable. The legal considerations in obtaining customer data for
using in digital marketing strategies must be done with all required
formalities. Protecting the customer data should be the top priority
as it may be compromised during data breaches.

The main advantages and disadvantages of digital marketing will

work out only if market research is not compromised by finding the
best platform, creating the right content, taking note of its pros and
cons, learning the perfect timing, and pushing up the brand.
Marketing, be it traditional or digital, is all about connecting to
people at the right time in the right place.

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 3.4 RESEARCH DESIGN
As part of this project, we did a primary research for an e-
commerce company who relies heavily on various Digital Marketing
strategies to drive its monthly revenue. The research was conducted
using primary data from web analytics of a Premium Online Fashion
Store operating in India and targeting the youth in Tier 1 and Tier 2
Cities. The company has positioned themselves as an aspirational
brand among the youth and offer an extensive variety of products
like Topwear, Bottomwear, Footwear and Accessories suited for both
men and women audience. Being a premium online store, they are
using a good mix of digital marketing channels to spread awareness
and drive there daily sales. The major digital marketing channels the
company uses for its daily operations along with their spends and
Return on Investments are detailed below Facebook The company
uses Facebook as one of the mainline advertising platform to spread
the word across their daily offers and have been creating paid
campaigns on a daily basis. The campaigns are a combination of
various kind of advertisements possible on Facebook like Post Boosts
Right Hand Ads, Multiple Product Ads, Carousel Ads, Custom
Audience, Look Like Audience Targeting, Remarketing Ads, etc. The
overall campaign spends and returns over a 4 weeks period were as
follows : Week 1 Week 2 Week 3 Week 4 Spends 5,98,817 4,72,301
5,64,829 4,98,234 Revenue 6,76,996 5,86,955 6,78,712 4,50,597 ROI
113% 124% 120% 90%
Instagram Instagram is an online mobile photo-sharing,
video-sharing and social networking service that enables its users to
take pictures and videos, and share them on a variety of social
networking platforms, such as Facebook, Twitter, Tumblr and Flickr.
Instagram as a social platform, though not as popular as Facebook,
but is a popular destination for users willing to share pictures
through Mobile and is an attractive platform for Fashion category.
The company, though not very aggressive on Instagram yet, has been

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doing some bit of marketing spends on Instagram as well. The overall
campaign spends and returns over a 4 weeks period were as follows :
Week 1 Week 2 Week 3 Week 4 Spends 10,572 29,027 27,615 41,859
Revenue 1,610 9,051 19,283 13,941 ROI 15% 31% 70% 33% . Google
Without doubt, Google is the most important platform for any
marketer to be visible to target users searching for specific products.
Google demands a premium price when it comes to Advertising
spends since the affinity to buy for the users searching on Google is
much higher as compared to any other platform, since the need is
pre- established. The company has been investing a lot of money and
efforts in optimizing the website to increase its visibility on Google
search results when users search for relevant keywords. The efforts
were put in to increase the website rank on organic as well as on
paid Google Listing.
The company used various types of Advertising opportunities
on Google for the paid campaigns as explained below : 1. Google
Search Ads They were spending money on Pay per Click Advertising
(PPC) on Google Search and optimizing the Ads and spends so that
our text ad gets displayed on Google Search results, whenever a user
searched for a relevant product on Google. 2. Google Display
Network They were also creating image ads and spreading the same
across multiple websites using the Google Display Network (GDN) to
maximize our visibility across multiple genres of websites, where our
target audience would be present. 3. Google Product Listing They
also experimented with the Google Product Listing Ads (PLC) such
that our product gets displayed along with the price and Buy Now
Link in the Google Search Results, the moment a user searches for a
relevant product or product category. However, this type of Ads
turned out to be very costly and were not ROI driven, thus we did
not continue these Ads for a longer duration. 4. Google Remarketing
The company was spending a lot on Google Remarketing where in
our Image Ad follows the user once he exists our website and goes to
any other Google Partner Website. This not only helps in brand
recall, but also keeps the user informed about the product or
category he showed interest in and eventually persuades him to

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make a purchase. The overall campaign spends and returns over a 4
weeks period were as follows :
Week 1 Week 2 Week 3 Week 4 Spends 1,77,541 1,74,387
2,52,450 3,53,400 Revenue 2,45,861 2,48,012 2,16,383 2,56,543 ROI
138% 142% 86% 73% . Email Marketing Email marketing is known to
be one of the most cost effective and ROI driven marketing channel
for all e-commerce companies. We heavily rely on Email Marketing
campaigns for our daily sales and keep innovating with the
communication to increase the conversion rate. Email marketing is
best when used effectively. We segment the users based on multiple
parameters like Geography, Gender, Purchase Behavior, etc. and
then send them personalized communication to make it more
relevant to them. The fundamental concept of personalization as a
part of the Digital Marketing mix lies in the need of recognizing,
identifying a certain customer in order to establish relations. It is
crucial to be able to identify our customers on individual level and
gather all possible information about them, with the purpose of
sending the customers more specific and need based
communications, which would result in better results through this
particular marketing channel. The overall campaign spends and
returns over a 4 weeks period were as follows : Week 1 Week 2
Week 3 Week 4 Spends 77,860 1,39,690 88,051 85,417 Revenue
1,49,882 1,64,639 2,22,516 1,25,457 ROI 193% 118% 253% 147% .
SMS Marketing SMS marketing is a permission based
marketing program where in we can send promotional SMS to users
who have opted in to receive promotional SMS from the company.
Though it is considered not a very ROI driven marketing channel for
e-commerce players, but it goes a long way in brand recall and plays
an important role in increasing the repeat purchase rate of the
customers. The overall campaign spends and returns over
a 4 weeks period were as follows : Week 1 Week 2 Week 3 Week 4
Spends 6,48,975 5,04,831 94,348 3,76,562 Revenue 81,454 1,10,470
1,19,918 64,656 ROI 13% 22% 127% 17% . Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in
which a business rewards one or more affiliates for each visitor or

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customer brought by the affiliate's own marketing efforts. Affiliate
Marketing has proven to be the most effective and ROI driven
marketing program in the entire Performance Marketing Plan for our
online store and accounts for nearly 35% of the overall Revenue
every month. The company has been working with multiple affiliate
partners as well as Affiliate Networks on multiple marketing
campaigns like Cost per Visit (CPV), Cost per Lead (CPL) as well as
Cost per Sales (CPS) campaigns. The overall campaign spends and
returns over a 4 weeks period were as follows :
Week 1 Week 2 Week 3 Week 4 Spends 5,69,808 5,33,891
5,32,268 5,53,601 Revenue 8,69,806 9,15,182 7,79,006 7,04,008 ROI
153% 171% 146% 127% .Thus, if we calculate the cumulative data for
all the channels above, then a comparison of the effectiveness in
terms of ROI of every channel can be depicted in the following chart :
Thus, looking at the above data, it is clear that Email Marketing
remains to be one of the most cost effective and ROI driven Digital
Marketing channel for e-commerce companies as on date. However,
since every channel has its own limitations, we need to deploy an
integrated channel marketing approach to drive the growth of e-
commerce business in India. 149% 112% 101% 40% 169% 23% 0%
50% 100% 150% 200% Af/iliate Marketing Facebook Google
Instagram Email Marketing SMS Marketing

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 3.5 STATICAL TOOLS
The Best Marketing Analytics Tools

Here is the list of the top marketing analytics tools that you can
consider incorporating into your marketing strategy:

1. Google Analytics

This is a basic and free website analytics tool provided by

Google. You can use it to track the traffic on your website, know
where your web visitors are coming from, how they came to know

your website, the amount of time they spent on your website, etc.

Google Analytics can also be integrated with other tools like Google
AdWords and Google Data Studio for a deeper analysis of your
marketing data. However, it is complex to define and track new
conversions, and it doesn’t provide an option to track individual user
sessions and know how users actually use your site.

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The basic version of Google Analytics is free and is fit for most
companies. It also comes with a premium version that costs about
$100K annually with advanced data analytics capabilities and full
support from Google.

2. MixPanel

The goal of MixPanel is to track the events on your website,

mobile app, or product. This way, you can know what users are doing

on your mobile app or website.

Once you add an event to MixPanel, you will see the trends, count,
the users who used them and in what order. It also offers funnels
and A/B testing for different versions of your mobile app. MixPanel
expects you to add the events that you need to track and focus on.

You can do this using a visual selector or by adding code

annotations. After the selection, the events that you want to track
will be shown on your dashboard and the metrics of choice will be

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presented. It offers a free Starter plan and two other plans that

require you to pay a monthly subscription fee.

3. The AdWords Performance Grader

PPC is a common way of reaching new customers and

growing businesses among marketers.

However, there are many factors that will determine your success as
a PPC marketer. It can even be overwhelming to determine the right
areas to which you should pay attention. That’s why PPC marketers
need AdWords Performance Grader.

The Adwords Performance Grader helps you evaluate the strength of

your Google Ads account quickly and securely. Once the tool has
performed an audit of your account, it will give you a detailed report
that shows the strengths and weaknesses of your account.

This can help you know the account elements that need more
work. You can use this tool for free.

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4. Heap Analytics

Heap is a web and mobile analytics tool, with similar

functionalities as MixPanel. Heap Analytics helps you track all the
activities taken by your website visitors. You can also use it to select
the events that you need to analyze and preview on your
dashboard. It can help you to track the individual user behavior and
segment users based on their behavior.

It has a free plan and two other plans that require you to pay a
monthly subscription fee.

5. Cyfe

Cyfe is an all-in-one dashboard that allows marketers to

integrate data from various marketing tools and see all of it in one

place.

You can use it to track data from all your social media marketing
platforms, sales platforms, pay per click marketing channels, and

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others. It has pre-built widgets that you can use to connect to Google
Analytics, Google AdWords, and SalesForce accounts.

Cyfe can then collect all the data that you need from these platforms
and display it on one dashboard. Cyfe has a free plan and three other

plans that require you to pay a monthly subscription fee.

6. Klipfolio

Klipfolio is a dashboard software that allows its users to

create interactive dashboards that can host marketing-related data
from various tools and channels.

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You can use it to pull data from Facebook or Google Analytics, which
is good for tracking your performance and seeing all the data in an
integrated dashboard. It comes with pre-built templates of
dashboards that you can use without having to create your own from
scratch.

However, you can still create your own dashboard that will help you
meet your needs. If you have many marketing channels and you
need to monitor their data in one dashboard, use Klipfolio. It has 4

pricing plans that require you to pay a monthly subscription

fee. These plans majorly differ based on the size of teams.

7. Optimizely

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 Optimizely is a good tool for carrying out A/B tests on web
pages and products to know which version is the best.

The A/B tests can be visual or textual, and Optimizely makes it easy
for you to change the design of the pages without changing the
code. It can also be integrated with other analytics tools like Bizble,
Google Analytics, and Clicktale. Such experiments make it easy for
you to track your Optimizely experiment results in other dashboards
together with additional data segmentation.

It is a good tool for any marketer who cares about the performance
of his website and online marketing results. Its A/B testing
capabilities can help you know how to better convert your users and
increase your ROI. It has different pricing plans that are based on
traffic needs.

8. SEMrush

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 SEMrush is a marketing analytics tool that can help you see
what your competitors are doing.

It can provide you with a way to outrank your competitors in search

results and offers its users with a simple way to monitor their
competitors’ social media accounts, brands, etc.

You can also use it to track your own brand. SEMrush has an
analytics reports tool that shows the keywords that your competitors
are using in their AdWords campaigns. You can also use it to analyze
the keywords that you want to use in your ad campaigns to know
how competitive they are.

It is a good tool for marketers who need to increase their search

engine traffic and monitor their competitors’ activities. SEMrush
offers 3 pricing plans, with the cheapest plan costing $99 per month.

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9. BuzzSumo

BuzzSumo is a versatile content and social media analysis

dashboard that provides its users with data about the topics that are
trending on the major social media platforms. It allows you to
analyze data from a range of different time periods, like for the
previous 12 hours or spanning many months.

This way, you can now the topics in your industry that are getting the
most social traction. It also offers advanced keyword search
operators, backlink information, content type filters, and influencer
marketing features. You can then export the data into another
format and analyze it to a greater depth.

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It has three pricing plans, with the cheapest plan going for $99 per
month.

10. Crowdbooster

It is a social media analytics software that allows you to see the

performance of social media ad campaigns through a series of simple
dashboards.

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 4.DATA ANALYSIS & INTERPRETATION

1. Define a Problem

First, you must know what you want to accomplish or what

problem you want to solve. This will show you what digital marketing
data you need to track and how you need to analyze it. Tracking the
wrong data or conducting the wrong digital marketing data analysis
will lead you to incorrect assumptions. Similarly, making decisions
without data will prevent you from moving forward in a measurable
way.
Ask yourself what you want to know or what problem you want to
solve. At this stage, it’s okay to be general, but your problem
should have a KPI attached to it. This might be leads, brand
awareness, sales, conversion rates, or ROI.
With this example, we’ll go through each step in the digital
marketing data analysis process to solve a problem.
You are a marketing manager and you’ve decided to take a hard
look at your website. You feel like your website is
underperforming, and you want to generate more leads from it.

2. Set Data-Driven Goals

With your problem and objective defined, a measurable goal

will help you determine if you’re moving in the right direction. Digital
marketing data analysis must be based on goals and benchmarks to
give the numbers any meaning. Your goals should be based on
previous digital marketing data analysis, or other benchmarks you’ve
gathered. The goals you set should be difficult to reach, but possible.
To adjust your goals accordingly, determine the level of performance
you would need to accomplish them. This will help you get specific.
From here, you can determine what you would have to improve and
by how much to reach a certain goal.

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Previously, you’ve determined from your web analytics that your
best landing page generates 13,000 visitors a month, and 130
leads, with a lead conversion rate of 1%. In this case, you
decide improving lead conversions makes more sense than
improving traffic. Previously, you’ve doubled conversion rates on
similar pages simply by optimizing the page load speed, however
no landing page has a conversion rate higher than 5%. From this,
you determine how many leads you’ll need to meet a challenging
goal.

Goal Leads Lead %

conversion Improvement
Rate
Current Status 130 1% N/A
Minimum Goal 260 2% 100%
Challenging 520 4% 300%
Goal
Improbable 780 6% 500%
Goal

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3. Collect Accurate Data

To generate the right conclusion and to focus on the right

improvements, your digital marketing data analysis tools must be
reliable. The data you receive should also be easy to interpret.
To gather data accurately, you will need a way to track user
behavior. The right codes, URLs, or plugins can show you how a user
arrived on the page, what they clicked, or whether or not they saw
an ad. These tracking codes may include a Google Analytics
JavaScript snippet, URL tracking codes, Facebook Pixel, or HotJar
plugin, among others. When using these tracking devices, make sure
you set events properly, so the device knows what to track. Google
Analytics’ code snippets, for example, may need to be set up to track
conversion events.
Once your tracking devices are installed and events are set up, you’ll
need to integrate them with a data gathering or compilation
platform so you can assess your digital marketing data analysis
strategy. For this, you may need to integrate your website and
analytics tools with a CRM system like Hubspot. Or you may prefer to
use a data compilation platform like Data Box or Google Data Studio.
When assessing the performance of your landing page, you
notice that conversion rates dipped the last two months. To
make sure you have accurate data, you talk to your web design
team about the Google Analytics tracking code. You determine
that a recently installed chatbot interfered with the tracking
code. The design team fixes this problem, and you test the code
to make sure your conversion events are tracking properly.
You realize there’s still an issue; your sales team hasn’t seen any
of the leads from the new landing pages. You know some of the
leads generated must be sales-qualified, so you suspect an issue

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between your marketing and sales CRM systems. Sure enough,
you see that the leads marketing determined to be sales-
qualified were being delivered to the wrong regional salesperson
due to a CRM system error.
Lastly, to get a full picture of page performance, you add your
Google Analytics and CRM system reports to Data Studio. You
build a custom report to look at the landing page you’re working
on, and you get an easy-to-read chart showing traffic, traffic
types, clicks, conversions, leads, marketing qualified leads, sales-
qualified leads, and more.

4. Make Informed Changes

To achieve your goals, you need to decide what to change and

how to change it. At this stage, you’ll want to hypothesize changes
based on previous digital marketing data analysis or other estimates.
Use A/B testing or user testing and study the results individually and
gauge the impact of each change. It’s a good idea to start with
changes that you’ve made before, so you have a reference point for
success, as well as experience. We’ll discuss experimental marketing
and new trends later in the post.
Improving the loading speed of other landing pages has doubled
their conversion rates in the past. Though you’re reasonably sure
this will be the case again, you make this change first and study
the results so the improved conversion rates from the speed
upgrades don’t affect the other changes you’ll make.

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As you expected, the conversion rates doubled after the speed
upgrade and are now at 2%. Next, you suspect that making the
form on the page shorter and adding an explanatory video to the
page will improve it further. You conduct an A/B test to first test
your form hypothesis. It turns out to be correct; conversion rates
improve to 3%. Then you conduct another A/B test for the video.
This is also correct; conversion rates improve from the original
2% to 3%. Finally, you make both the changes together and, just
as you expected, you’ve reached 4%!

5. Experiment and Advance

You’ve reached your goal for your landing page, and you’re happy
with the results. However, digital marketing strategies and data
analysis are not static. solution.
Two years later, you’ve Digital marketing is constantly changing as
technology changes, and a successful strategy is dynamic. This means
you’ll need creative approaches to keep improving, and ways to
monitor these improvements. Sometimes this means experimenting
with new trends. We’ve updated this post in 2020 to return to this
story problem, and see how to keep improving a few years down the
road with a modern, creative monitored your page closely with
your digital marketing data analysis tools, and the conversion
rates are holding strong, but your total leads have fallen. You
take a look at the data, and you notice your page is getting less

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traffic, so a 4% conversion rate isn’t as strong as it once was. It
seems your competitors have taken notice in the last two years,
copied your approach, and are stealing your traffic. They’ve
usurped your SERP position for two popular keywords, and traffic
has fallen 10% as a result.
You decide it’s time to try something new. With a KPI in mind—
traffic—you assess your options. You could try paid advertising,
additional page upgrades and A/B testing, more SEO efforts, or
something newer; organic social media advertising. You notice
your social media manager’s last video marketing campaign on
YouTube resonated with young consumers in particular, and
increased traffic to your blog by 20%, without any additional ad
spend. Also, you notice your competitors’ social media presence
is lacking. This could give you a substantial edge, if it works.
You talk to your social media manager, ask them to spotlight the
landing page in their next campaign, and set a realistic goal for a
10% increase in traffic. This will return your landing page’s traffic
numbers back to normal.

6. Assess and Pivot

When experimenting with new trends, it’s important to look

at new data carefully, and listen to your team. Many new marketing
trends are not well-tested, and managers won’t have years of
experience under their belt. However, this also presents a chance to
gain an edge over competitors who aren’t yet comfortable with new

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marketing media or strategies. It’s a risk, but it can have a high pay-
off. If the strategy doesn’t work at first, be careful not to dismiss it
out-of-hand. What, specifically, didn’t work? Why? Can these things
be fixed? Use your digital marketing data analysis strategies and your
team’s expertise to answer these questions.
You assess the campaign after a few months. Your traffic has
increased by 20%, even more than expected, but now your lead
conversion rates have fallen to 3%. This indicates that the traffic
generated through the YouTube campaign wasn’t well-targeted
towards your audience. Viewers were interested in the landing
page, but not enough to convert.
Explaining these results to your social media manager, you ask
about their ideas. They explain that the landing page doesn’t
resonate with a younger audience, or make any mention of the
YouTube channel, so visitors get disinterested when they visit
the page. The social media manager asks about A/B testing a
landing page aimed more at younger visitors, or creating a
specialized landing page for visitors from YouTube.
You try again, this time with traffic and lead goals in mind.
Ultimately, creating an additional landing page worked better—
the two pages combined increased traffic by 50%, and the new,
highly-targeted page has a lead conversion rate of 5%. Though
you’ve deviated slightly from your original solution—improving
the landing page itself—you’ve ultimately reached more people
and converted more leads.

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 5. CONCLUSION

In summary, Digital Marketing is still an evolving process for

many e-commerce companies in India and shows a huge growth
potential in the coming years. A marketer has multiple avenues of
marketing in the digital space but since every channel comes with its
pros and cons, one needs to be prudent in choosing the right mix of
channels and use it effectively. There is no single channel that can be
used in isolation for any e-commerce company and multiple channels
needs to be deployed to have a comprehensive integrated marketing
approach.

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 5.1 SUGGESTIONS & RECOMMENDATIONS
Learning about, and focusing on, improving marketing
operations is becoming more critical for digital marketing teams
trying to get ahead. Understanding your customers, implementing
customer data properly, and measuring campaign performance are
all key steps in building out your marketing ops.
.
In addition, marketing ops focuses on (1) managing the technologies
that the marketing team purchases, and (2) measuring marketing
effectiveness across the board. It’s not just your marketing
techniques, but rather, it’s what goes on behind the scenes to make
sure your campaigns reach their goals.
.
No one knows successful marketing operations better than the
experienced marketers and business owners of today. Here are their
secrets for improving your marketing ops:

1. Establish a cross-department workflow

The most important piece of improving your marketing
operations is establishing a project workflow between marketing and
the rest of the organization. The internal workings of individual
teams can be heavily influenced by how other departments request
projects and/or expect projects to be done. Once your workflow is
established, using a tool to help task assignments, set deadlines, and
follow up is critical.”
—Daniel Bliley, Marketing Director, Passport

2. Work with your audience in mind

One issue with marketing, especially in digital, is the noise.
There are so many companies saying the exact same thing, and
companies don’t really do the proper research to figure out who they

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are, what their message is, who needs to hear that message, and
how to get that message out.”
“Start from the top down. Take the time to explore your analytics
and the data, interview your customers, pay attention to social
media conversations & get involved, then create content that aligns
your goals with your audience’s goals, speak to your audience in a
unique way, and constantly review & tweak.”
—Patrick Delehanty, Digital Marketing Strategist, Marcel Digital

3. Know your customers

The vast majority of time, people make bad marketing
decisions because they don’t have the right information about their
target audience. To remedy that, I’ve worked hard to tie our CRM to
our email marketing to our signups to our web traffic, so when we’re
reaching out to someone, we have a complete understanding of
them.”
—D. Keith Casey, Jr., Director of Product, Clarify.io

4. Align all consumer insights

I think in an ideal state there is a dedicated consumer insights
team, but a team that doesn’t work in its own little silo. A team that
is interactive not only with the marketing team but also the product
team, as well as with others who touch the customer technology.
They have to understand the full circle of customers’ curiosities so
they can put together a real, robust view for those who need it."
— Patrick Adams, CMO, PayPal

5. Establish your key marketing metrics

Establish 2 to 4 key metrics that will guide all your marketing
efforts. Without establishing these benchmarks, your marketing
team won’t have anything to shoot for individually or collectively.
Unfortunately, many marketing departments don’t get creative with
the metrics that serve as benchmarks for performance; their main

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metrics usually revolve around leads generated, sales, etc. However,
there are usually more telling metrics for measuring your marketing
effectiveness. For example: percentage of leads (free trials) vs.
unique Website visitors; percentage of leads vs. conversions (paid
customers); monthly recurring revenue.”
—Jeff Kear, Owner, Planning Pod

6. Prioritize content development

We have a dedicated team that’s focused on content strategy
and on creating what I call the content supply chain, mapping out
where all the sources of content come from. Do we have the content
already? How do we create new content? Who creates the content?
It may be internal, it may be external. What format does that content
take? Then, how do we work with the appropriate teams to get that
content in market?
— Rishi Dave, CMO, Dun & Bradstreet

7. Stay on brand
Ultimately *integrated planning+ is a function that’s run through
the marketing team. We establish the brand voice and try to create
and implement consistency across all of our efforts, all of our
communications channels and all of our internal divisions/business
units."
— Evan Greene, CMO, The Recording Academy (The GRAMMYs)

8. Focus on the ROI of your campaigns

Focus on ROI and user retention. By measuring the return of
each campaign, we’re able to identify which ones are actually
working and prioritize those. Our ROI has grown from 35% to 200%.
Now, we have more money to invest in other projects to continue
growing.”
—Gabriel Stürmer, Chief Marketing Officer, Cupcake Sweet
Entertainment

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9. Implement Lean methodology to discover which campaigns work
Implement the Lean methodology (build, measure, learn). In
essence, during planning sessions, we develop a list of hypotheses &
prioritize based on expected impact. We then devise bare bones
methods to test these hypotheses. In this way, we get data-driven
feedback quickly, allowing us to invest more heavily in winners and
cut losers.”
—Ryan O’Donnell, Director of Marketing, Avalara TrustFile

10. Use a Scrum board to focus weekly priorities

Enhance your weekly task delegation through the
implementation of a Scrum board. Scrum is an Agile framework for
handling tasks, originally developed for software development teams
to easily delegate tasks. There is nothing worse than being inefficient
when it comes to marketing, so a Scrum board helps us develop a
weekly plan of attack, and lets everyone know what they should be
working on.”
—Jake Lane, Growth Analyst, LawnStarter, Inc.

11. Keep experimenting with new marketing techniques

Great marketing is about experimentation, testing, and
measuring different approaches to find what works best. An issue
many marketing departments face is that everyone has their discrete
responsibilities, so it’s left to the marketing director or VP to initiate
new programs. However, this should be everyone’s responsibility.
Your team should meet regularly to brainstorm and come up with
one new idea to apply and measure. It can be big or small, as long as
you try something new — otherwise you may never find that one
golden opportunity that makes your revenue curve bend upward.”
—Jeff Kear, Owner, Planning Pod

12. Build a long-term marketing plan

Set in stone a comprehensive 12-month marketing strategy and
goals for the next five years. Developing a strategy with clear action

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items and setting both short-term and long-term goals pushes you to
assign team members and actually implement the tasks.”
—Beth Gard, lotus823

13. Hire a strategic analyst

The first hire in the marketing operations role should be a
strategic analyst. This role is focused on developing ROI
measurements for marketing. Once the tracking is in place, then
everything else within marketing should be aligned.”
—David T. Scott, CMO, Scott on Marketing

14. Continue to manage customer data

We’re building a centralized marketing profile that is at the
customer level and becomes the common definition used by
marketing teams across the organization to drive their campaigns.
Getting the data house in order, making it real time and managing it
at the attribute level is what’s important. As is making sure that the
experts who are really close to the products have the ability to
control what’s most important to them in that profile. This allows us
to federate it out and take a much more efficient view across the
organization, rather than be a big centralized behemoth that is too
slow and ultimately doesn’t work."
— Steve Ireland, SVP/MD, JPMorgan Chase

15. Remain accountable

In order to be effective, marketers need to have credibility.
Because they have to do a lot of leading by influence, they have to
do a lot of aligning and engaging and evangelizing, and that only
works when people trust you. They only trust you if you deliver the
goods and are accountable; you do what you say and you say what
you mean.
— Peter Horst, CMO, The Hershey Company

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Here are several recommendations for an effective marketing
campaign, including:

 Focus on customer engagement: Note when and how often

your customers connect with you and your messages, and then
create a strategy that revolves around those key engagement
times.
 Develop a clear data strategy: Consider the customer
interaction data you currently have and will obtain in the
future, and develop a long-term method for compiling that
data to better analyze differing customer engagement times.
Also, determine which social channels better serve your
business and what your customers respond more to.
 Evaluate your lifecycle campaigns: In terms of the four lifecycle
stages (acquire, onboard, engage, and retain) you should note
the summary of the success of your programs, and then assess
and reform the way you interact with your audience.
 Roll out responsive design: After observing how many of your
customers view your emails on their mobile device, determine
whether utilizing a responsive design plan will allow you to gain
a ROI.
 Hone in on clear objectives: Have set, quantifiable goals for
monitoring your social media marketing plans and then you will
be able to more easily identify what needs to be changed or
added within your content and customer service initiatives.
 Don’t ignore the importance of mobile: Have your overall
marketing strategy coincide with your mobile strategy so that
you will be able to conclude how to successfully use them
together to create stellar engagement results, such as using
emails to link back to your landing page website.
 Take a deep look at how customers are currently experiencing
your brand: Observe how customers are interacting with your

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 brand both online and offline, and then produce a new plan
that enhances any lackluster results you may have found.
 Start communicating 1:1 with your customers: Although we live
in a dominantly digital world, it does not mean that we should
speak like robots on the web. It has become important to study
data that is related to customers’ behavior regarding your
brand, and then develop more high-quality personalized
messages to send them.
 Think about personalization beyond email: Aside from
personalized emails, businesses are also creating full
personalized web interactions. Based on the success of your
email marketing efforts, you should develop the same unique
experience through various channels, including social, mobile
and the web.

By having a marketing strategy that appeals to both to your brand

and your customers, you will be sure to create a large amount of
interaction and ROI. Clear, personalized messages will always go a
long way.

As Salesforce concludes their report, they end on a final thought that

we also wanted to share:

Adapting to change is the one strategy that every digital marketer

should adopt.

If you’re in healthcare, insurance, technology or other professional

services industries, and need help with a PR, marketing or social
media campaign, contact Scott Public Relations.

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 REFERENCE

1. Oliveira, A., 2017. A Four-Step Guide To Creating Your Digital

Marketing Plan,
https://www.forbes.com/sites/forbesagencycouncil/2016/11/17/a-
four-step-guide-to-creating- your-digital-marketing-plan

2. Kingsnorth, S., 2016. Digital Marketing Strategy: An Integrated

Approach to Online Marketing, Kogan Page, Business & Economics

3. Chaffey, D. Smith, P.R., 2017. Digital Marketing Excellence:

Planning, Optimizing and Integrating Online Marketing 5th Edition,
Routledge , ISBN-13: 978-1138191709

4. Jenni, R., 2017. Different Platforms for Digital Advertising.

Available at: https://www.intenseblog.com/internet0marketing/7-
different-platforms-digital-advertising.html

Web links

1. https://www.simplilearn.com/history-and-evolution-of-digital-
marketing-article

2. https://www.simplilearn.com/history-and-evolution-of-digital-
marketing-article

3. https://www.singlegrain.com/digital-marketing/best-online-
marketing-companies/

4. https://www.singlegrain.com/res/digital-marketing-
agency/case-studies/

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