A

Presentation

On

‘’ tudy of the performance & Prospect of Digital marketing’’

GUIDED BY:Prof. Sandhya Harkawet

PRESENTED BY :Mihir Gandhi (24)Keval Lakhlani (42)Kalpesh Prajapati (81)

Flow of presentation

• Introduction the topic• Conceptual aspects• Research methodology • Data analysis and interpretation• Finding and conclusion

• Digital Marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

• In advertising field, for past decades digital marketing is more effective media for marketing and creating branding through internet.

• Website Advertising is one of the most effective tech.

• Using of smart phone that also leads to over usage of internet

About…….

Advantage of digital marketing• Most Cost Effective• Flexible• It has a high degree of Measurability• Rate of Response is higher• Easier to Implement quick changes in design of the Campaigns• Personalized contact with the Potential Customers• Can customize the Campaigns by incorporating Graphics, Music &

Videos• Easy to Track & Measure• Focus on Targeted Consumers

• Limited scope • Can’t see the physical product• Can’t judge the quality• Customer can’t cancelled the order• Can’t trial the product• Time between placing the order and getting the order is

more.

The Disadvantages of Digital Marketing

What is Online Marketing?• Online Marketing is the marketing of products or services over the

Internet & it ties together creative and technical aspects of the Internet, including design, development, advertising and sale

• Online marketing is used by companies selling goods and services directly to consumers as well as those who operate on a business to business model

• One to one approach• Cater to specific interests• Different content by choice• Geo- marketing• Relatively inexpensive

• Global business• Measuring statistics is easy• Accountability

Advantages Of online marketing

• Illegal or unethical practices

• Physical demonstration and needs to be tangible

• Transparency

• Cost of Hardware

Disadvantages

Rank Company Name

1 Vodafone

2 Bharti Airtel

3 Hindustan Unilever

4 Cadbury

5 Coca-Cola India

6 PepsiCo

7 ITC

8 Sony India

9 Tata Motors

10 Samsung Electronics

11 Nokia

12 Idea Cellular

India’s Best Marketing Companies.

• Primary Objective:-

• To Study the performance & prospects of digital marketing.

• To study Effectiveness of Digital Marketing (Online Shopping) on Consumer buying behavior.

• To study the different techniques of digital marketing.

• Primary Data Source:• Questionnaire

• Sample size : 100 (simple random sampling)

Research Methodology

• Secondary Data Source:• World Wide Web

• Reports

• Type Of Research: Descriptive research

• Scope of the study:• Digital Marketing is a vast topic. This report contains only brief details of Digital

Marketing and its methods.

• This study is mainly done for Gandhinagar city only.

Traditional Marketing Digital Marketing

ExampleBanners, Billboards, Announcement, TV, Radio, Newspapers, Yellow pages etc.

Search Engine Marketing, Web banners, Ad words, Promotions, Mobile Marketing, Direct Mail, Bulk SMS etc.

Explained as“The Process of performing market research, Advertising selling products through means which caches eye of the customer”

“the use of digital technologies to create an integrated, targeted and measurable communications which helps to acquire and retain customers while building deeper relationships with them.”

HowTargeting masses, Making brand conscience and announcement of new products.

Analyze the user, focus on the target segments and placing strategies.

Where Offline medium Online and Mobile

Digital Vs. Traditional Marketing

Includes Prospecting Attracting

ROI Return on implementation Return on investments

Negative Feedbacks Negative Feedback hardly effects Negative feedback taken seriously

Communication Channel One way interaction Occasionally two ways

Conversations About Products Products and Services

Companies in Digital marketing

Parle-G Coca-Cola Nestle

Cadbury Oreo ITC

COLGAT RED BULL

Amul Pepsi

Top 10 Best Online Shopping Sites in India

Digital Marketing Includes:

• Social media marketing • Pay-per-click (PPC) • Email marketing • Mobile marketing • Search engine optimization (SEO) • Affiliate marketing • E-retailing

• Web banner

• Social media marketing: is about interaction.

• Pay-per-click (PPC) : “the amount spent to get an advertisement clicked.”

• Email marketing: is directly marketing a commercial message to a group of people using email.

• Mobile marketing : “The use of the mobile medium as a means of marketing communication”

• Web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server.

• Search engine optimization (SEO) is the process of affecting the visibility of a

website or a web page in a search engine's "natural" or un-paid ("organic") search results.

• Affiliate marketing is a type of performance-based marketing in which a business

rewards one or more affiliates for each visitor or customer brought about by the affiliate's

own marketing efforts.

• E-retailing(less frequently; e-Retailing, e-Tailing, etc.) is the concept of selling of retail

goods using electronic media, in particular, the internet.

1) Are you aware about the digital marketing?

Data analysis and interpretation

Interpretation• From above chart we can see that 93% of respondents are aware about digital marketing• And 7% are unaware about digital marketing.

2) Have you ever had online shopping?

Interpretation•From above chart we can see that 91% of respondents are had online shopping.•And 9% respondents are not had online shopping.

3) How often do you use internet for shopping?

Interpretation•This graph show the objective of respondents for how much time they use internet for shopping.•Major part of respondents are shopping for 1-2 time a month i.e. 30•Only 15 respondents are going for shopping online for every 1-2 month.•So we can say that now the people or respondent are use online purchasing more than 2 time in a month.

4) What type of commodity did you purchase through online shopping?

Interpretation•This chart shows the most preferable product for online shopping •We can see from above chart that Electronic gadget is most preferred by respondents i.e. 30%, followed by clothes and computer product 17% and 10% respectively.•Only 9% respondents are preferring cinema and airplane ticket and 45% are preferring flipkart.com for online shopping.

5) Give Rank according to your preference. (Online shopping website)

Interpretation• We can analyzed out of top 10 shopping websites this 3 shopping websites are most preferable by the online purchasing respondents. • From above chart we can say that 45% respondents are use flipkart.com for purchasing product online shopping websites.• The other 30% respondents are use another shopping website for purchasing products online like, yatra.com, amazon.com, and myntra.com.

6) Please select your level to the following of agreement questions.

Interpretation

•From above chart we can say that more then 50% of respondents are believe that shopping on internet was save time

compare to the traditional shopping.

•Also we can say that the information about the product is necessary(50%) when you go for online shopping.

•Long time require for delivery of the product was at the indifferent level.

•Necessity of the credit card while online shopping was not so much important according to the respondents view.

•Some of the respondents are also prefer the cash on delivery option, at least 40% respondents are believe that online shopping

was most important option to shop the product any time (24*7).

7) Have you felt any problem while online purchase?

Interpretation• From above chart we can say that 38% of respondents are face some problems while conducting online shopping.• And 62% are respondents are not face any problem, while conducting online shopping.

8) If yes, what kind of problem?

Interpretation•From above chart we can say that most of respondents (54%) are face the problem delay in delivery of products.•And also 26% respondent are facing the problem like cheaper quality of the product.•Problem like, non- delivery of the product and damage of the products was held some time only.

9) Which of the following digital marketing techniques do you aware about?

Interpretation•Above chart shows the attitude of respondents towards various techniques of digital marketing.•The most preferred technique of digital marketing is social media as 28% respondents are aware social media, like facebook, Twitter, Orkut etc.•Mobile marketing comes at second position in awareness digital marketing techniques. Followed by Email marketing and E-retailing.•Banner on website and video marketing are less aware by respondents.•So finally social media is best technique for digital marketing according to respondents point of view.

10) What factors are important to you when purchasing product online?

Interpretation•From above chart we can see that important factor for purchasing products online is price of the product.•People also consider the factors like product information and selection of the product are also important factors of online purchasing decisions.

11) How do you usually find out about new digital websites?

Interpretation•Majority of respondents are aware about the new digital website through Tv advertisement.•SMS on mobile is also effective medium to know about the new digital website.•Some respondent also know about the new thing by recommendations form friends.

12) Does Social Media affect your online purchase?

Interpretation•From above chart we can say that 77% respondents are consider that social media affected while purchasing from online websites.•And 23% people are consider that social media does not affected while online purchase.

13) Have you ever respond when you got any SMS (advertisement) on mobile?

Interpretation•Majority of respondents are not responding SMS advertisement on mobile, i.e. 54%•Only 46% are responding to SMS.•So we can say that SMS advertising is in effective.

14) What will you do when you get any e-mail containing advertising stuff?

Interpretation•Only 44 % respondents are opening and reading the content of e-mail advertisement.•We can also see that only 20% respondents are clicking on link in e-mail advertisement.•26% respondents are deleting the mail. And 10% are making it as spam.

15) If clicked, what you find most?

Interpretation•We can see from above chart that respondents who are clicking on e-mail advertisement they first see the offers i.e. 49 respondents.•Second thing the respondents find is brand information.•And only 9 respondents out of 100 are finding purchase option.•Only 2 respondents are first checking for security problems.

16) According to you which is best medium of advertisement?

Interpretation•According to the above chart we can see that only 16% respondents are in favor of traditional marketing.•And 84% respondents are in favor of digital marketing.

Correlation Analysis Q3) Are you aware about the digital marketing? & Q5) Have you ever purchased any products from online shopping website?

Correlations

VAR00001 VAR00002VAR00001 Pearson Correlation 1 .302**

Sig. (2-tailed) .002

N 100 100VAR00002 Pearson Correlation .302** 1

Sig. (2-tailed) .002 N 100 100

VAR00001= “Awareness about digital marketing”VAR00002= “Purchase products from online shopping website”

There is a partial positive correlation between awareness about digital marketing and shopping from online website that is 0.302.

Correlations

• From the above analysis we can conclude that digital marketing simply mean promoting of brands using

different channel like internet mobile etc.

• From above analysis we can say that social media is one of the best option of the digital marketing, now a

days youngsters are more using social media.

• In digital marketing people are more attracted towards offers available in the advertising .

• Social media, mobile marketing and banners on website are more attractive techniques of digital

marketing then people more prefer it.

• Facebook is most popular SNS.

• Respondents who are aware about digital marketing are not in favor of traditional marketing.

• Most of the Respondents are aware about digital marketing have purchased any product from online

shopping.

Findings and conclusion