hi

A
PROJECT REPORT
ON

“A Study On Digital Marketing And It’s Impact On

Revenue Generation”

Submitted in partial fulfillment for the degree of

Post graduation diploma management(PGDM)
Submitted by-
Shivangi Rai
Roll No: FB21112

Under The Guidance of

Prof. R.P Rustogi

JAGAN ISTITUTE OF MANAGEMENT

STUDIES, JIMS ROHINI-110085
 CERTIFICATE

I, Shivangi Rai, Roll no-FB21112 certify that the Research Report entitled “A study on digital
marketing and it’s impact on revenue generation” is done by me. The matter embodied in this has not
been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Research Report entitled “A study on digital marketing and it’s impact on revenue
generation” done by Shivangi Rai,Roll no- FB21112, is completed under my guidance.

Signature of the Guide

Date:

Guide: Prof.

Countersigned

Director/Project Coordinator
 ACKNOWLEDGEMENT
I take this opportunity as privilege to express my deep sense of gratitude to Prof. R P. Rustogi for their

continuous encouragement, invaluable guidance and help for completing the present research work. He

has been a source of inspiration to me and I am indebted to her for initiating me in the field of research.

So in the same sequence, I would like to confer the flower of acknowledgment to Prof. R.P. Rustogi sir

for his support and expert guidance in preparing the report.

At last but not least, I would remain indebted to all my friends, teachers and all concerned persons for

their precious support in the preparations of this project.

Shivangi Rai

ROLL NO-FB21112
 CONTENTS

S No Topic

1 Certificate (s)

2 Acknowledgements

3 Contents

4 Chapter-1: Introduction

5 Chapter-2: Literature review

6 Chapter-3: Methodology

7 Chapter-4: Data analysis & Interpretation

8 Chapter-5: Findings and conclusion

9 Bibliography

10 Appendix-Questionnaire
 CHAPTER-1

INTRODUCTION

Digital marketing is the promotion of your business, organization or brand using channels such as the
Internet, mobile devices, television and radio in addition to using creative online advertising, video,
podcasts and other such methods to communicate your message. Internet marketing in particular plays a
huge part in any digital marketing strategy and is becoming the core of many organizations overall
marketing strategies, particularly with regard to social media and viral marketing.

Digital marketing ecosystem is not only concerned with internet marketing and social media marketing,
in introduction we discussed that peoples have a belief that internet or social media marketing are same
but not same, be clear from beginning itself. Digital marketing ecosystem consists of internet marketing
and social media marketing. They are just a channels for communication, digital ecosystem consist of
integrating channels and integrating services.

Digital Ecosystem

• Search Engine (SEO/SEM)

Integrated • Displays (Banners,Rich media Banners)

• Mobile Marketing
• Social media
Channels • Email
• Video
• Websites

• Analytics
• Content management
Integrated Services
• Advanced Targeting
• Creative
• Research + Planning
• Digital strategy

Search Engine

Search engine optimization (SEO) is the art of getting a website to work better with search engines (like
Google, Bing & Yahoo), and to look for achievable, profitable, ranking opportunities through keyword
research. It is a quest for increased visibility in search engines via relevant copy, quality links, domain
trust, social popularity and search engine connectivity

Search engine marketing

Search engine marketing (SEM) is a broader term than SEO, and is used to encompass different options
available to use a search engine’s technology, including paid ads. SEM is often used to describe acts
associated with researching, submitting and positioning a website within search engines. It includes
things such as search engine optimization, paid listings and other search-engine related services and
functions that will increase exposure and traffic to your Web site.

Displays

Display advertising is a type of advertising that typically contains text (i.e., copy), logos, photographs
or other images, location maps, and similar items. In periodicals, display advertising can appear on the
same page as, or on the page adjacent to, general editorial content. Normal banners, Rich media banner,
Interstitials and pops are example of displays.

Mobile Marketing

Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It involves
planning, creating, and implementing a mix of initiatives to bring together sellers and buyers via mobile
devices. Mobile ads, Mobile websites, Apps and Games are some of examples for mobile marketing.

Social Media Marketing

Social Media refers to any software tool that enables and encourages engagement in conversation or
sharing. Popular forms of social media include Face book, Twitter, LinkedIn, YouTube, Pinterest,
Google + and blogs. Now all days social media become platform for marketer to make conversation
with customers. Brands are now engaging customers through social media.

E Mail Marketing

E Mail Marketing is a type of direct marketing that involves sending personalized, targeted messages
to a specific audience. E Mail Marketing is easy to use, low cost, and effective. Most of the B2B
business in present era in following email marketing, but in B2C also email marketing is productive.
Video

Marketers are now use video to make customers aware of brands and to sharing the experience of other
customers. YouTube ads are too popular in video ads. In social media platforms also brands are sharing
video.

Analysis

Analytics is the practice of evaluating data, and the process by which a company arrives at a most
advantageous decision. Here marketer analysis the integrate channel to understand the effectiveness of
communication. Analysis may be based on numbers of visitor or like in social media pages..Etc.

Content Management

After analysis the integrate channels marketer can able to understand the problems with current
contents. Later he can manage the content to increase the engagement rate, content may be text in
banners, images or websites.

Advanced Targeting

Advanced targeting are techniques involving the sending of targeted messages to a specific audience. It
is used to increase the effectiveness of a marketing campaign. Behavioural targeting is also a part of
advanced targeting, here marketer can target the customer based on their past behaviour in online.
Marketer can put ads in other webpage where customer is going.

Creative

Creative is the artistic component of an ad or website. It usually includes an image and copy present in
ads or website. Marketer can make those contents attractive to customers. Marketer will sometimes
change the entire design of websites, apps..Etc.

Research and Planning

Marketer will do some research to understand the behavior, taste and preference to customers in digital
platform. This research may be doing by using paid-tools like Com Score...Etc. Through this research
marketer can understanding where T.G is present or what T.G would to do in online. After research
marketer will plan new campaigns based on those research reports. These campaigns are more effective
to reach the T.G properly.

Digital Strategy

Digital strategy is the process of specifying an organization's vision, goals, opportunities and initiatives
in order to maximize the business benefits through digital media. Strategy will be different for each
brand, it will base on the brand objective and target groups interest.
Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively seeking the
content, such as display advertising on websites and news blogs. Email, text messaging and web feeds
with customized contents can also be classed as push digital marketing when the recipient has not
actively sought the marketing message. Push marketing allows you to target your demographics and use
your marketing dollars to promote your product to the people you know are interested in what you have
to sell. A push marketing campaign can be more expensive when it comes to upfront costs, so you
really need to be sure that your marketing is going to reach the right people at the right time, behaviour
targeting is good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics and other
forms of visual messaging and search engine optimization (SEO). A pull marketing campaign also
includes public relations or other ways of reaching out to potential or already realized customers who
you want to keep engaged. While a pull marketing campaign can be less expensive to get started, you
will incur costs in other ways. For example, if you are running a social media campaign, you will need
to hire someone to manage your social media and respond to people who leave comments or ask
questions. Social media gets people talking and that has a major impact on sales. Pull marketing also
requires a greater investment in time, but it gives you more ability to entertain your customers and
educate them about your company.

But don't get confused by seeing Email in push and pull, there is a difference. If marketer is sending
emails with customized content or banners to specific group of customers is push digital marketing. If
marketer is sending emails with the same content or banner to all customers is pull digital marketing.

AIDMA as AISAS in Digital Era

AIDMA widely accepted model describing the psychological process leading up to the consumer’s
decision to purchase a product. This model is similar to AIDA model. The AIDMA Model was first
advocated by Roland Hall, an American economist, around 1920.
According to this model, there are five key processes: Attention, in which the consumer first notices the
product or advertisement, followed by Interest, Desire, Memory, and Action. This model has been
used extensively in the advertising and marketing industries.

Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was developed to
observe behavior based on the understanding that the Internet has become prevalent, and that
consumers now have access to environments in which they can obtain and transmit information
themselves.

In this model, the key processes are: Attention, in which the consumer first notices the product or
advertisement, followed by Interest. After this, the consumer Searches for information, and then makes
a purchase (Action), after which information is shared with others. In comparison to “AIDMA,” the
psychological process has become more compact, and the Action process has expanded.

Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able to create
awareness and internet without digital. But it will not lead to action in current scenario. Customers need
more information in present era; they are information seeker and always search for best deal. Brands
can’t sustain without digital media.
Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations today.

Organizations of all sizes use the medium to promote their products and services. So well, why do so
many organizations use the medium? Simply put, it is due to the numerous advantages that online
advertising offers. These are discussed in the paragraphs ahead.

Reach - The ability of the online medium to target a certain demographic of users is one of the greatest
advantages of digital advertising. In addition, the geographical reach of the online medium is far greater
than that of traditional media. It’s not only cost effective to achieve a wider geographic area but the ads
can also be targeted to the desired audience. For example, if an advertiser is keen on selling his or her
products targeted to a certain demographic of people, it is quite possible through online advertising.
Digital advertising has matured to the extent that web publishers, media agencies and advertisers
themselves know the optimal ways and websites for a certain category of products or services.

Measurement - With various tools becoming available, tracking effectiveness of ad campaigns is

becoming possible today. In other words, measuring Return of Investment (ROI) is increasingly
possible today. Organizations that were previously reluctant to spend online, now realize that the online
medium does offer means to alleviate any such fears. Moreover, when properly designed online
marketing campaigns generate the desired results, advertisers are further encouraged to continue
advertising online.

Interactive and Engagement - The Internet is arguably the most interactive and engaging medium
among various others. Interactive campaigns have become a norm with the power of the online
medium. One such advertisement worth mentioning is the campaign by AXE where the end user could
alter the smile of a woman as he/she liked to i.e. in an interactive framework. The advertisement struck
an instant chord with the youth to which AXE the brand is positioned for Customers are basically just a
click away from the advertisers. In other words, direct response between end users and advertisers is
possible through the online medium.

Time - Through the Internet, an advertiser can reach a desired target group or demographic in a much
shorter time frame. For example, if an advertiser needs to plan some sort of ambush marketing, the
online medium can be an effective means of achieving it. Even otherwise i.e. for regular marketing
campaigns, the total time necessary to complete an online advertising campaign is less than that of
traditional advertising methods.
Cost - When compared to traditional forms of advertising, digital advertising is cheaper. Various
payment models are available between the advertisers and publishers. Many a time, advertisers are
charged only when visitors click on their ads. The various payment models are discussed in detail in the
next section.

Digital Advertising: Ad Avenues

SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as sponsored links

on search engines) come under this category. These are backed by hyperlinks that when clicked on, take
the potential customer to the advertisers website.

DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a web page that
typically contain logos, photographs, other images or even text. Technologically these comprise of
Image, Simple flash and Rich media with& without video ads.

MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile phones or

tablets come under this category. These comprise of Mobile Web ads, SMS, MMS, Mobile Video &
TV ads and In-App ads.

SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp pads etc
displayed on various social media websites like: Face book, Twitter, LinkedIn, Pinterest, Orkut etc
fallinto this category.

EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial message to a

group of people using email comprise of this ad type. Emails are used to engage with existing
customers to get repeat business as well as to acquire new customers.

VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but have video
within them and are served before, during and/or after a video stream on the internet. This type
comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or post rolls) and True View ads.

Some of the Basic Terms in Digital Marketing

 Page View

Viewing the page is known as page view. It gets counted once the page loaded.

 Leads

When one person fills his details in the given box is known as lead.

 Conversion
 The percentage of people whose activity can be tracked while clicking on an ad or
visiting a website to actually purchasing a product or service. A high conversion rate
indicates that the link, ad or site was successful

 Inbound link

Link connecting to your website from a different website.

 Profiling

To build a picture of a target customer based on information from various sources

including customer transactions completed forms and demographic data.

 Unique Visitor

Unique IP address accessing a website.

 Landing Page

A custom we page designed to convert visitor into leads or sales. Email, banner ads
and even offline outbound marketing campaigns drive traffic to a landing page to
capture information or trigger a sale. Landing page is also called as destination page
or splash page.

Types of ads

Above The Fold: Above the fold refer to banners ads which are displayed at the top of a web page.

Rich- media: Online ads that contain motion, sounds or video are termed as rich media ads

Interstitial Ads: Ads that appears between web pages.

Banner Ads: Embedding an ad into a web page- know as a click through due to interactive actions
where the consumers clicks and is taken to the banner ad’s company websites

Pop-up: Ads that displays in a browser window either in the front or behind the current browser
window.
Monetary term in Digital Marketing

Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some specifically defined
action in response to an ad. “Action” include such thing as a sales, transaction, a customer acquisition
or a click

Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet advertising. The
thousand stands for ‘thousand advertising impression or views’.

Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price each time a user
clicks on their advertisement. The cost for the click is often negotiated through auction, with ad
placement determined by the relative size of the bid, as well as other factors.

Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing for specific
keyword search term for a fee.

Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per lead

Branding in Digital Era

Before doing this internship, I believed marketer is responsible for building a brand or marketer is a
custodian for a brand. But while doing internship, I understood marketer is not a custodian, he is a
person who guides a product to become a brand.

Today, brand custodians are the connected users who exist across digital platforms. They are
multifaceted. They are the publishers, circulators, ambassadors, instigators and at the same time they
are the custodians as well. Their digitally connected existence has power, credibility, influence,
depth, and reach. Their digital messaging has the velocity, acceleration, and momentum required to
impact brands. Yet brands and their default custodians continue to live blissfully in an illusion about the
control they exercise over their brand.

Brand is an enabler in the current age. It is the participants, the brand conversations and the platforms
that amplify the brand and drive the brand philosophy. Businesses need to, therefore, understand the
consumers and the evolving digital sphere better and continue to build brands within the digitally
connected ecosystem by focusing on the following 3 elements
 People

Channel Engagement

People

The digital age has democratized individuals. They are no longer passive consumers, but active and
creative participants. They expect and believe in the co-creation of an experience, thereby evolving
from consumers to users. They are becoming the most credible and reliable source of the true picture of
a brand.

Consumers are beginning to seek a relationship of fair exchange between themselves and the businesses
where each contributes and everyone gains. Individuals are seeking a multidimensional relationship that
provides them with more than just the brand product/service.

The fair exchange relationship is also offering new opportunities to the business to build more human
connections. Businesses will have to become receptive to this new age definition of relationship that
consumers seek. They may do well to go a step ahead and create an environment that is receptive to this
fair relationship.

Channels

With consumers evolving into users and participating in co-creation, it is important for brands to offer
those channels and platforms that allow them to participate in this process. Users are seeking channels
that offer them more than just digital promotional activities; they want channels that allow them the
freedom to be publishers of content, information and data, that give them control over what content
they produce and consume, that allow them to co-create brand experience.

The channels also need to be device agnostic. Users are adapting to the usage of different
devices throughout the day to execute tasks at hand. They might use a smartphone or tablet to
complete functional tasks etc. while on the move, but they use a PC for heavy content creation
and research. According to a Google research, 90 percent of people move between devices to
accomplish a task, with virtually all of them completing their task in one day. The most popular
starting point is the smart phone. In most cases, the tasks are continued on a PC though
tabletsare also becoming a popular option for continuing social networking and watching videos.
Businesses and brands need to accept that it is the consumer who has become a more credible publisher
by virtue of their access to a device which is always on and active. Creating an environment of device
agnostic platforms and channels that allow co-creation of content between brands and consumers will
address this shift.

Engagement

It is about creating a window with enhanced attention to influence behaviour and motivations. With
every business eyeing the opportunity to engage users, it is critical to focus on engagement by
increasing brand salience and influencing buyer behaviour and choice. Brands should be able to map a
customer’s journey to understand where they can add value and create an opportunity to engage them.
Brands need to understand that engagement is not about pushing product messages; it is about capturing
the imagination and the attention of the user. It is about designing a naturally engaging experience.
Gender Wise

India currently have online population of 213M, among them 60% are males and 40% are
females. In have 110 M mobile internet users, among them 80% are males and 20% are
females. 176M of the total internet population are part of Social Medias.

According to the Internet And Mobile Association of India (IAMAI), the Internet user base in
the country stood at 190 million at the end of June, 2013. For the whole year 2013, the
internet user base grew 42% to 213 million, from 150 million in 2012. With more and more
people accessing the web through mobile phones, the internet user base in the country is
projected to touch 243 million by June 2014, a year-on-year growth of 28%.

Younger males and women aged 35-44 emerge as power users

India males aged between “15-24” are major users among Males and in females 35-44 are
major users of internet. Age wise distributions are given below.
 Online behaviour of Indian Internet Users

Trends in online behaviour are changed a lot, social networking is leading now. Early people
will use internet to access email and for searching information. But now people like to be
social, they are interested in sharing their life with others. 25% of the population are doing
social networking in India followed by 23% in services. Services include emailing and instant
messaging.

iik

Mobile Internet Users

Internet penetration in India is driven largely by mobile phones, with some of the cheapest
and most basic hand-sets today offering access to the internet. According to IMAI, India has
110 million mobile internet users of which 25 million are in rural India. The growth of
internet penetration in rural India is driven largely by the mobile phone; 70% of rural India's
active internet population access the web via mobile phones. This may have to do with the
difficulty in accessing PCs. Forty-two percent of rural India's internet users prefer using the
internet in local languages. The high prevalence of content in English is a hurdle for much of
rural India.
Social Networking

Social Networks capture the largest percentage of consumers’ time in the region. comScore
data’s showing 86% of the Indian web user visit a social networking site. Facebook continues
to be the number one social network with a 28% increase in traffic and a reach of 86%.
Average time spend by a Indian user on facebook is 217 minutes. LinkedIn emerges as
number two, while Pinterest and Tumblr are the fastest growing networks but growth of
twitter is declined by 15% in 2013 while comparing with 2012.

Number of Indian user on Social Networking Platform

(Facebook- 90 Million) (Twitter – 30 Million) (LinkedIn- 18Million)

Entertainment and Online Video

According to comScore data, the online video audience in India grew an astounding 27
percent in the past years; YouTube continues to be the top video property with more than
55% share. International publishers including Facebook, Yahoo and Dailymotion get a
majority of the 54 million who watched videos. YouTube is the most popular with 32,519
visitor.

Social Video report saying 46% of internet users watch brand related video every week. 54%
watching videos that are informative or entertaining often leads to a number of other positive
activities such as visiting the brand website. Peoples are now likely to regularly watch videos
using their smart phones. Almost six in ten internet users have gone to purchase an item after
seeing it in an online video.
Media Consumption of Indian’s

On an average Indian consumers are spending 6.10 hours in media per day. In traditional
media Indian audience spend only 195 min or 3.15 hours. If we see the breakup it will be
86min in television, 37 min in newspaper and 30 min in radio. Remaining 4.55 hours or 214
min in new media or digital media. Break up of new media will be like 102 min in mobile,
79min in online and 33 min in tablets.

From a marketers view digital platform is very important because customers have more
presence in digital media. Customers are spending more time on digital, so it is easy to catch
customers in digital platform, more than that spending digital is much cost effective while
comparing with traditional.
 CHAPTER-2

LITERATURE REVIEW

 Neelika Arora 32has published research article entitled “Trends in Online

Advertising” in advertising Express, Dec2013. The global online advertising revenues
are expected to touch US $10bn by 2015. In India, the revenues at present are
estimated to be Rs.80 cr. and are expected to increase six times more within the next
five years. In India, Internet as a medium is accepted by a wider industrial segment
that includes automobiles, telecom, education, banking, insurance, credit cards,
FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business
services and tourism. Out of these, it is estimated that the banking, FMCG and
insurance sectors together account for 45% of the total advertising spend. In
comparison to this, automotive, travel and retail spend 37% of the total advertising
revenue and financial service companies spend 12% only. Some of the top spenders in
India are automobiles, followed by brands like Pepsodent, Kellogg’s, Cadbury, HDFC
(Housing Development Finance Corporation Ltd.) loans and Sun silk. In addition to
these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms-
Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India, portals
like indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are
attracting major online spender. This article explains demographic profile of Indian
users. It also gives the comparison between global trend and Indian trend, which is
useful for my research work.
 Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal
of Marketing. Online banner advertising has great potential as an advertising medium.
It is easy to create, place and use. It offers companies targeting well educated,
innovative, affluent males/females or students with great potential for success as their
segments are highly represented.
 Avinash kaushik is an indian entrepreneur published an article in dec 2014 titled
digital marketing and analytics are two ladders of magnificent success.
 Jaffrey Graham45 has published his article entitled “Web advertising’s future e-
Marketing strategy” Morgan Stanley Dean Witter published an equity research report
 analysing the Internet marketing and advertising industry. The report studies research
from dozens of companies and calculates the cost and effectiveness of advertising
across various media. Branding on the Internet works. For existing brands, the
Internet is more effective in driving recall than television, magazines, and newspapers
and at least as good in generating product interest.Advertising in social media: How
consumers act after seeing social ads. Adapted from Nielsen (2012: 10). Social media
has not only changed how people communicate online, but it has also changed the
consumption of other media too. Online social connections are used to filter, discuss,
disseminate, and validate news,entertainment, and products for consumption. (Ryan
2011: 15) The next chapters will explain more about each of the world‘s current most
widely used social medias. There are, of course, many other socialnetworks and
applications (apps) available but considering the study, the focus is on the main
Medias.
 Vikas Bondar has published his article on “sales and marketing strategies” Internet is
a really good thing. The Internet gives people a greater amount of information as we
need. It is the best way to get a comparison of the products that we need. If we are
interested in buying, it is best for us to check the Web sites. Also if we would like to
make our own Web page we can do this, without paying a lot of money. From where
do we set all this information? The answer is from advertising, which we see,
everywhere: on TV, on the Internet, in the newspapers and more. Year after year we
get more and more new, interesting information and in the future the Internet use will
increase more than now. This article explains how internet is useful tool for
advertisement
 According to Garder‘s survey (2013), the top priority in digital marketing investment
will be to improve commerce experiences through social marketing, content creation
and management and mobile marketing. Key findings also revealed that a company’s
marketing success relies mostly on their website, social marketing, and digital
advertising, which are all parts of digital marketing. In addition, savings made by
using digital marketing can be reinvested elsewhere. Normally, companies spend 10
percent of their revenue on marketing and 2.4 percent on digital marketing, which will
increase to 9 percent in the future
 J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article
is “Impact of E- commerce on marketing”. Marketing is one of the business function
 most dramatically affected by emerging information technologies. Internet is
providing companies new channels of communication and interaction. It can create
closer yet more cost effective relationships with customers in sales, marketing and
customer support. Companies can use web to provide ongoing information, service
and support.
 Economic times published article on “Indian companies using digital marketing for
competitive advantage” in Oct 2014. According to this article a growing number of
marketers in India are leveraging digital marketing to increase their competitive
advantage, a research by Adobe and CMO Council has revealed. According to the
study, India leads in the confidence in digital marketing as a driver of competitive
advantage. Ninety-six per cent of the Indian marketers have high confidence in the
ability of digital marketing to drive competitive advantage. It is among the highest in
Asia-Pacific APAC with only Australia leading with 97 per cent, the research said.
However, while Indian marketers believe that the key driver to adopting digital is a
growing internet population (70 per cent in India against 59 per cent in APAC), their
belief that customer preference and digital dependence drive the adoption of digital,
and that digital can engage the audience, is lower than the APAC averages, it added.
 The 2014 Adobe APAC Digital Marketing Performance Dashboard was compiled
through quantitative surveys with over 800 marketers across the region.Marketers
from Australia, Korea, China, India, Hong Kong, Singapore and other countries were
covered. "However, while India is an emerging leader in Digital Marketing, it has
dipped in its own performance this year as compared to the previous year. It is
important to note that India scored much higher than the APAC average last year," it
said.Adobe Managing Director South Asia Umang Bedi said that customer preference
and digital dependence would increase along with the increase in penetration of
internet in the Indian market. "Therefore, what would matter is how the Indian
marketers are able to increase engagement and activate audience through digital
marketing. This presents challenges in programme planning, execution and most
importantly measurement," he added. The study also revealed that compared to their
APAC counterparts, Indian marketers are receiving lesser support from channel and
sales teams for increasing digital spends. However they are doing better as compared
to last year suggesting that departments that have a customer interface are realising
the importance of digital marketing in augmenting their effort.
 CHAPTER-3

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.

Topic

The selected topic for the research is “Understands the consumer buying behaviour of Indian
in digital era”

Period of study

The study is conducted during the 28th JANUARY 2020 to 6th MARCH 2020

Objectives of the study Primary objective

The main objective of the study is to understand the consumer buying journey in Digital era.

Secondary objectives

To know affinity in customers for collecting information before purchase.

To determine out the media, which is most important in creating stimulus in Indians?

To understand the media consumption of Indians.

To figure out how Indian will purchase a product.

To understand post purchase behaviour of Indian

Scope

This study is useful for determining the consumer buying behaviour of Indians. It can able to
help brands to reach their target group through appropriate media. It will present an idea to
brands, based on where to invest in achieve their marketing objectives.
Universe

Universe means the total population available for the study. In this study, the universe
constitutes all Indian, who have online presences.

Sample

Sample means a representation of the whole universe by a small population. Samples for this
research are under Indian youth and young Indians, who come under 17 to 45 year age groups
and who have online presences.

Sample size

The number of sample units selected from the total population is called sample size. Sample
size selected for this study is 200. Among them 146 are males and 54 are females.

Tools

Tools used for this research is an online questionnaire, which consist of 21 questions.
 CHAPTER-4

DATA ANALYSIS

1. How do you get information about new Products?

Other 7

New 13

Advertisement 40

Famil 10

Friend 30

2. Do you Collect information before purchasing the products?

5%

Yes

95%

3. What type of information will you collect?

Customer's Experience 21%

Quantity 11%

Attribute 10%

Quality 32%

Price 26%

Interpretation for 1 to 3: Samples are highly information seekers, 95 % of the

sample will do reach before purchase. Only 40% of the samples saying they get to
know about a product through advertisements, 30% get to know from friends and 10%
from family. 32% of samples are collecting information about quality of product the
and 26% about price and 21% about customer experience
4. Did you ever purchase from an online site?

19
Yes
81 No

5. If yes, then what type of product / services did you purchase online?

Electronic 22%

Books 11%

Travel products 17
%

19%
Fashion accessories
Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts
13%
Automotives
3%

Interpretations for 4 and 5: 81% of the sample will make online purchases also;
mostly they purchase electronic products, followed by fashion and travel accessories
through online.
6. Do you watch television?

7%

YES
NO

93%
7. Do you watch television programs through online?

47% Yes
53% No

8. Do you read Newspapers?

7%

YES
NO
93%

9.Do you read the News through online?

26%
YES
No
74%

Interpretation 6 to 9:
93% of the samples are watching T.V. 53% of the samples is watching T.V programs through
online portals. 93% are reading newspapers and 74% are reading news papers through online
portals.
10. Do you have mobile phone or smartphones?

1%

YES
NO

11. Do you have a laptop or PC?

6%

YES
NO

12. Do you have a tablet?

30%

YES
NO

70%
13. Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO

96%

14. When do you use these gadgets?

With friends 33
%

College 26%

Office 16%

Watching T.V 25%

15. What you do with these gadgets?

Chatting 21

Watch Videos 14

E- books 6

6
Blogging
11
News reading
12
Shopping 16
Surfing 14
Interpretation 10 to 15:
More than 90% of the sample have can mobile or Smartphone and laptops or PC. While
coming to tablets it is low, but it doesn’t mean no one is using tabs. Still, 30% of samples
have a tablet. 96% of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
33% of the samples are using these gadgets while they are with their friends. 25% of the
samples are using these gadgets while watching T.V. 42% of samples are using gadgets in
office or college.
21% use these gadgets for chatting, 16% for surfing and 14% for watch videos & games.

16. Do you ever notice advertisement?

3%

YES NO

17. If yes, from where?

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17
%

Online Ads (Banner & Videos) 35%

TV 22%
 18. Mention one from of media, which you give more importance?

Radio 4

OOH 3

Newspaper 11

Online 48

TV 34

Interpretation for 16 to 18:

97% of the samples are seeing ads, among them 35% of samples noticed ads through online
media, 22% on TVC and 17% on Newspapers. 48% of the samples are saying they have trust
in online ads, 34 % are saying they have trust in T.V.

19. How do you normally purchase a product?

Visit and purchase from retail shop itself 19

%

Visit the retail shop and purchase from laptop 7%

Visit the retail shop and purchase from mobile 4

%

Research and purchase from laptop 11%

Research and purchase from mobile 6%

Research in mobile and purchase from laptop 10%

Research in laptop and purchase from retail shop 22%

Research in mobile and purchase from retail shop 21%

 20. After purchase, what type of experience will you share with others?

Nice deal, in terms of price 14

Bad experience 2

Good 17

All the above 67

21. How will you share your experience with others?

Face to face talk 37%

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32%

Interpretation for 19 to 21:

 22% of samples will do research on online and purchase from retail shop, 21% of the
samples will do research in mobile and purchase from retail shop. But 19% of the
samples will purchase directly from a retail shop only.
 67% of the samples will like to express their experience with others; it may be a nice
deal, good experience or bad experience with product.
 37% will share their experience through face to face talk, 32% through social
networking sites and 24% through messaging.
 CHAPTER-5

FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.

 Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.

 Indian consumers have high tendency to go for online purchase. They have high
affinity to go online for electronic products and apparels. 

 One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can

watch programs which they had skipped due to some reasons.

 The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates very

early; they don’t need to wait for daily newspapers.

 In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.

 More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96%
of samples have an internet connection is any of these gadgets, this showing the

penetration of internet in India.

 If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more

platforms to reach their T.G and engage them.

 33% of the samples are using these gadgets while they are with their friends, so just
think about the reach. If one person noticed something which is cool and awesome

they will surely communicate to others.

 25% of the samples are using these gadgets while watching T.V; it’s again a barrier
for brands which use TVC only. 21% of the samples are using this gadget for chatting

and 16% are using for surfing. What they are surfing? It can be about a product, local

events or locations...etc.

 In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.

 More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.

 48% of samples are telling they give more importance to online ads and 34 % of
samples give importance to T.V.C.

 From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can search
for more information after seeing an ad or online is the only two way communication
channel for customers.
 22% of the samples do research through their lap or PC before purchasing a product
from the retail shop and 21% do research via mobile.
 Most of the Indians prefer to purchase from a retail shop only, but before going to
retail shop they will seek information about the product through an online platform.
Here is actually change happens in consumer buying journey, early times consumer
belief a product only after seeing the product in a retail shop.
 But now Indian customers want to get conviction about a product before going to
retail shop. So from a marketers view they want to convince their customers before
going to a retail shop.
 Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
 SUGGESTIONS

“Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by Philip

Kotler
I believed that I am will become a good marketer because I know all the concepts which I
learned from my classrooms. But from the beginning of second week itself, I understood,
marketing is not about concepts it’s all about the experience.

Strategy is not a rock science

After induction my first assignment was to create pitch presentation for amante lingerie. I
start working on my first assignment, but I don’t know how to create strategy part. I tried my
best, but I am completely blank. After two days I went to talk with my company guide. He
told me this “strategy is not a rock science you will take some time to create an excellent
strategy”. But in the last week of my internship, I accomplished my mission for the 3M
Health care & Safety. I made B2B online strategy for 3M.

Every day same task, but the situations are different

It’s not only from my experience, but also from my observation. All colleagues are doing the
same type of work, but the situation is different. Sometime they have problem with a client,
but on the next day they problems with vendors or with creative team. While coming to me,
my first month was more concentrated with pitch presentation. Industry or clients are
different or requirements of the client are different, but contents or the flow of pitch
presentations are same.

“I don’t know” short sentence, but difficult to tell

Agilent is an American company that designs and manufactures electronic and bio- analytical
measurement instruments and equipment for measurement and evaluation. Once my guide
told me make a presentation based on their products, mainly on Gas chromatography–mass
spectrometry (GC & GC/MS Columns). Basically, he wants details about application and
component of this product. This was one of the biggest challenges which I faced in my
internship. Because I am a commerce background student and I don’t understand the
technical usage of this product and component used to manufacture this product. But I can’t
refuse to do this because it will affect my image and mark. I took 3 days to study the whole
things, before making the presentation. Finally, I learned you can’t tell “I don’t know” in
your corporate life.
Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do some
task. In those situations I observed my colleagues to know how they are doing it and I
understood the importance of observation.

Go and ask for work

In beginning stage of my SIP, I don’t have any work to do or they are not giving. First week
full of induction and in second week, first two days I sat idly. I felt that they will not give any
work and my internship is gone. But in next day I went and ask for work. From that moment
to last day, I enjoyed my internship and learned a lot of stuffs.

Work life balancing

This is the most important learning for me. This SIP thought me how to balance your
personal responsibility and professional responsibility together and how to enjoy life even
after getting a job. Working in an agency is not an easy task; the person wants to face a lot of
stress and challenges. I am the only person in my office leaving early, while comparing with
others. Because my colleagues have lots of work, sometime they will leave by late night only.
But they are really enjoying all the moments in their life. They don’t have any difference
between professional life and personal life.

\
 LIMITATIONS

 It was assumed that the information given by the respondents is authentic and best of
their knowledge.
 Some of the view given was completely viewed by customers as they were in a hurry
and were not considered in the data analysis.
 The result of the study is applicable to the survey area only.
 Time is also one of the important limitations.
 Dull process and unwilling respondent also affect the result of the study.
 CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital
platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

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

The research focused on the consumer buying behaviour shows that, Indian consumers are
highly information seeker and they will do research about a product before going to a retail
shop. So brands want to give platforms to consumers to understand their product or to get a
really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.

I conclude my research by quoting again that “Brands can’t sustain without digital presence”.
 BIBLOGRAPHY

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 APPENDIX

QUESTIONNAIRE

Understand Consumer Buying Behaviour of Indians

This questionnaire will be used to understand the consumer buying behaviour of

Indians.

1. How do you get information about products?

 Friends Family
 Advertisement
 News
 Other sources

2. Do you collect the information before purchasing the product?

 Yes
 No

3. What type of information will you collect?

 Price
 Quality
 Attributes
 Quantity
 Customer's Experience

4. Did you ever purchase from an online site?

 Yes
 No

5. If yes, then what type of product/ service did you purchase online?
 Apparels
 Electronic
 Books
 Travel Products
 Fashion accessories
 Kitchen and Home items Toys
 Sports equipments
 Health and Beauty Products
 Gifts
 Automotive
6. Do you watch television?
 Yes
 No

7. Do you watch television programs through online?

 Yes
 No

8. Do you read newspaper?

 Yes
 No

9. Do you read News through online?

 Yes
 No

10. Do you have mobile phone or smartphones?

 Yes
 No

11. Do you have a laptop or PC?

 Yes
 No

12. Do you have a tablet?

 Yes
 No

13. Do you have internet connection in any of the above mentioned gadgets?
 Yes
 No

14. When do you use these gadgets?

 While watching TV
 Office
 College
 With friends
15. What you do with these gadgets?
 Games
 Surfing
 Shopping
 News reading
 Blogging
 E-booking Reading
 Watching Videos
 Chatting

16. Do you ever notice advertisements?

 Yes
 No

17. If yes, from where?

 TV
 Online
 Newspapers
 YouTube
 Magazines
 Out Door Hoardings
 Radio

18. Mention one form of media from the list below, which you give more importance?
 TV
 Online
 Newspaper
 YouTube
 Out Door Hoarding
 Radio
 Display ads in shops

19. How do you normally purchase a product?

 Research in mobile and purchase from retail shop
 Research in laptop and purchase from retail shop
 Research in mobile and purchase from laptops
 Research and purchase from mobile
 Research and purchase from laptop
 Visit the retail shop and purchase from mobile
 Visit the retail shop and purchase from laptop
 Visit and purchase from retail shop itself

20. After purchase, what type of experience will you share with others?
 Nice deal which you got in terms of price
 Bad experience with the product
 Good experience with the product
 All the above mentioned

21. How will you share your experience with others?

 Social networking sites
 Messaging
 Write a blog
 In company website
 Through face to face talk

Age

Gender