TOOLS USAGES IN E- MARKETING

A project report Submitted in Partial Fulfillment of the Requirements for the

Degree of
Bachelor of Commerce
of
Gauhati University

SUBMITTED BY:
HIRAK JYOTI BORAH Roll No:-UC-191-291-0035
RIKI BORAH RollNo:-UC-191-291-0084

Under the Guidance of

Mrs. Rashmi Sarmah
Head Of The Deparment

Department of Commerce

ANANDARAM DHEKIAL PHOOKAN COLLEGE

Nagaon-782002
Assam, India
Febuary, 2022

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 ABSTRACT

Explosive growth of Internet has changed the ways for all type
of business functions including marketing. Day by day, digital or
internet marketing is becoming popular. While there are several
advantages such as cost, rapid penetration, convenience, etc.,
there are a few limitations as well such as trust, negative
feedback, internet penetration etc. In order to circumvent the
limitations, a blended marketing approach needs to be chosen.
A combination of digital and traditional approaches is the best
way forward.

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 CHAPTER 1

INTRODUCTION
Digital marketing or Internet advertising, is a type of marketing and advertising
which utilizes the Internet to convey promotional marketing messages to buyers.
It includes email marketing, search engine marketing (SEM), social media
marketing, numerous kinds of display advertising (counting web banner
advertising), and mobile advertising. Digital marketing is a blanket term for the
targeted, measurable, and interactive marketing of products or administrations
utilizing digital technologies to venture and convert leads into clients and save
them. The primary goal is to promote brands, shape preference and boost sales
through a few digital marketing strategies.

The function of marketing research is to connect the target consumer to the

seller or the marketers. The modes of this connectivity are through information
that is specifically used for the purpose of to identifying and relevantly defining
the aspects of marketing. Elements of generating refined modes of marketing
action; dealings with opportunities and problems, monitoring the recent and past
marketing performance; and above all improving marketing as a process are
integral to it. Marketing research uses the sources of information to address
selective issues; like those of designs that helps in collection information and
thereby implements and manages entire data collection process. It further
analyses the results along with the communication for deriving the findings and
their ways of implication. (Yin, 2003)

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 OBJECTIVES

1. Sell
Sell is an indispensable aspect of any digital marketing business
because there is a clear connection between sales and revenue
of the company. The aim of the company is to gain profit as
much as possible from sales. Being digitized means selling your
products in online platform across the world. Your online
presence will help you get a lead generation that will eventually
turn into potential customers. You can also have a user-friendly
website that will encourage customers to buy your products and
services.

2. Serve
As the popular adage goes, “Customers are king”, it’s very
important for you to know the needs and requirements of your
customers and serve them accordingly. I know it is very difficult
for you to serve all the people present online, so at first
recognize your potential customers and then move forward to
serve them properly. You need to make them feel the benefit of
their being online in ways such as providing quick information,
easy renewal services, to solving their queries etc. Try to be
present and responsive to your customers every time.

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 3. Speak
Communication plays a major role in any marketing business. It is
very important for both customers and suppliers. As a marketer you
need to understand your customers well. Listen to them carefully
and know exactly what they are looking for and talk to them. Get to
know your customers carefully so that you can convey your
message well. If you understand your customer’s interests,
attitudes, and behavior well then it will allow you to get or give
better responses. And it will also help you to build a better
relationship with your customers.

4. Save
When you market your products digitally or on an online
platform it will automatically help you save money, time and
efforts. It can reduce your physical and operating cost.
Advertising, print media, postage, and customers service
can be reduced once digital marketing has begun. Digital
marketing is very cost-effective than traditional marketing.
Online marketing will help you to get instant responses and
save your time and efforts to do things manually.

5. Sizzle
Sizzle is the last stage of 5s in digital marketing and it is
about how you build or enhance your brand name online.
Sizzling is all about creating, broadening, and establishing
your brand presence on the digital platform. Here social
media plays a great role in achieving or building your
brand’s presence. You can use creative and interactive posts
to attract the eyes of your customers. You also need to build
trust, recognition, and relationship to enhance your product
presence in the market.
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 Analysis And Interpretation

Digital marketing is a doubly edged sword. While there are so many

advantages, there are a few limitations. The certain disadvantages
such as copyright, internet penetration, virtual
experience, lack of trust, not embraced by everyone, high
dependence on technology are real and they may pose limit on the
marketing method.

The outcome of the debate between digital and traditional

marketing should be a blended approach where each other’s
disadvantages are overcome. There is no need to pay 100%
attention to only one marketing method when both are available to
the marketer. The technology space is rapidly evolving and perhaps
digital methods will gain higher.

There is the need for analysis of the collected data from the sources
of sample selection. The analysis proceedings are selected by the
researcher much before the assessment of data collected from the
questionnaire (Yin, 2003). In this research theoretical plans are
emphasized, where the amassing of information is based on the
selected research questions selected from former researches. The act
of data analysis follows three consecutive steps (Yin, 2003). These are
–
Data reduction: This step depends of concentrating, deciding,
abstracting, simplifying and converting of the collected data. This step
manages data for the final conclusion.
Data display: This is the step that proceeds with the reduced
information and relatively depicts the assessment in a
structured/compacted manner to meet the process of concluding the
results.
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 SUGGESTIONS

Digital marketing is a very great platform for you as a

startup or an experienced marketer. In the highly
digitized world, you must assimilate new innovative ideas
and strategies into your digital marketing business that
can help you achieve your goals in the future. I hope this
article helped you to know the 5s of digital marketing.
You should take into consideration or incorporate them
into your online marketing. By doing so, you will be able
to enhance your online brand presence and you will get
more lead for your business.

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 RESEARCH METHODOLOGY

The four main stages followed in a research are:

Problem-it is the first stage that decides the topic. There
are five steps in it. This are- Topic selection, Problem
Definition, Literature Review, Hypothesis Formation and
Methodology.

Data Collection-it is the second stage and decides the

research methods followed by the techniques for
collecting information. It has got three steps: Definition of
Sample, Sampling and Data Collection.

Data Analysis- this is the third stage where the collected

data are analysed in order to find a solution to the
problem. It has got two steps:Organisation of Information
and Analysis of results.

Action- it is the final stage and is the stage where the

derived result, information and findings are utilized. It is
inclusive of Report writing, Distributing Information and
accomplishing result into action.

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The research design adopted for this particular study has got systematic
formulation. The entire process comprises of research objective, methodology of
research, research plan, data compilation, data assessment and assessing quality
standards.
“Research design is the plan, structure and strategy of investigation conceived so
as to obtain answer to research question and to control variance.” – BY
KERLINGER
According to Yin (2003), research has got three distinct classes. These are –
Exploratory
Descriptive
Explanatory
The motive of the research is to make a selection among these three classes. The
selection will be done on the basis of the element of suitability for the study.
Exploratory research is used for comprehending the determined phenomenon
initiated by Paul and Eriksson (2006). This type of research is appropriate for a
situation where significant traits or the apt associations are hard to derive.

The researcher keeps records and collected to describe means. It is the

responsibility of the researcher to keep records and maintain charts for the
collected information (Paul & Eriksson, 2006). Under this process, the researcher
considers descriptive research as apt for a state where problem is organized and
emphasis is led over the connections among the relevant source and
associations, which is comparatively low. It is here that the researcher selects
levels, viewpoints, requisites, factors, basics, and above all monitors records;
categorizes, organizes and infers. Researcher assesses the relevant sources and
the links to keep the intake explanations. For huge concentration over the
connection of some selective aspects followed by the result oriented phenomena
are structured under exploratory research methodology (Paul & Eriksson, 2006).
The basic objective of the research is to comprehend consumer buying behaviour
as per the new age marketing and to follow its impact over business
performance.

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 Scope of Research

Deductive and Inductive Approach:

For the research approach the researcher need to make a

choice between deductive or inductive methods. This selection
can be done in the way to select research methodology.
Decision over deductive method can be comprehended after
considering the theory and the related hypothesis. As the
hypothesis is constructed and later tested, the formulation is
called testing theory. On the other hand, as the theory gets
created as per systematic assessment over some assembled
information, then the formulation is called inductive method.
This is also termed as building theory (Saunders et al., 2003).
As in this research, the researcher speculates over other
literatures and then decides over the theories, the formulation
is identified as the inductive method of study. In the process
most apt and appropriate theories are selected to meet
research purposes. Research model is thereby developed from
theory further gets utilized in the process of determining
solutions to the research problem.

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 Limitation Of The Study

1. High competition
The 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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 Findings Of The Study

1. Small businesses are being left behind when it comes to digital

marketing Twenty-nine percent of small business owners surveyed said
they won’t be using digital marketing and consider it the biggest
marketing challenge they’ll face in 2019.
This could suggest they’re reconsidering their marketing strategy to
boost its effectiveness, or they’re on a tight marketing budget and don’t
realize they can still perform digital marketing on a small budget. Digital
marketing continues to be an effective way of growing a business in an
increasingly digital environment.

2. Social media is holding strong in 2019

Small business owners continue to leverage the power of social media in
their marketing efforts. Almost half (49 percent) of survey participants
ranked social media management as their primary marketing tool, and
30 percent said they plan to increase their budget and boost spending
on social media in 2019. Facebook is still the leading social media
platform for small businesses. In fact, 47 percent of business owners
regularly use Facebook and will continue incorporating it into their social
media strategy.

3. Almost half of small business owners will not spend more on

marketing in 2019 While social media remains the top marketing tactic
small business owners are budgeting more for in 2019, a significant
number of business owners (46 percent) reported they won’t be
spending more on marketing in 2019.
This can be an indication that an increasing number of small businesses
are on a tight marketing budget and can’t afford to invest more in digital
marketing.
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 Conclusion

New technologies in digital marketing has moved a great deal. The

market approach has also evolved with the rise of new technology.
Digital marketing has a number of advancement and improvements in
its strategy, so it is important to know the conclusion of digital
marketing. Keep reading this article to know more about it.

Customers and marketers need to learn about the pros and cons of
digital marketing to get the best out of it. When you don’t learn the
pros and cons of digital marketing, you won’t reap the full benefits.
Simply put, digital marketing is the method of sales and promotion of a
brand through digital media, particularly with the help of various tools
available on the Internet.

Compared to traditional sales and marketing strategies it is more

complex, omnipresent and efficient. This produces quicker positive
results than traditional techniques, and is a more versatile form of
marketing than conventional methods.
The great thing about digital marketing is that it offers numerous
resources for an immediate study of the impact of every digital
marketing industry. And if a vendor uses Google Ad Sense, they have a
method to find full statistics of the effects.

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 References
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Are the drivers and role of online trust the same for all
web sites and consumers? A large-scale exploratory
empirical study. Journal of marketing, 69(4), 133-152.

2. Gangeshwer D. K. (2013). E-commerce or Internet

Marketing: A business Review from Indian context.
International Journal of u-and e-Service, Science and
Technology, 6(6), 187-194.

3. Kirtiş, A. K., & Karahan, F. (2011). To be or not to be in

social media arena as the most cost-efficient marketing
strategy after the global recession. Procedia-Social and
Behavioral Sciences, 24, 260-268

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