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BUSINESS RESEARCH REPORT
ON
“HOW DIGITAL IS IMPACTING MARKET STRATEGY”
SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE DEGREE OF
“MASTERS OF BUSINESS ADMINISTRATION”
Affiliated To
Dr. A.P.J Abdul Kalam Technical University, Lucknow
(Academic Session: 2015-2017)
SUBMITTED TO: SUBMITTED BY:
Dr. SANGHAMITRA DAS MANSI DHINGRA
LAKSHYA KUMAR
HEENA GUPTA
HIMANSHI TYAGI
KHUSHI CHAUDHARY
2
TABLE OF CONTENT
S.NO. TITLE PAGE NO.
Acknowledgement 3
Declaration 5
1. Introduction 7
2. Literature Review 12
3. Objectives of the Study 19
4. Research Methodology 21
5. Data Analysis 24
6. Findings and Suggestions 44
7. Limitations 47
8. Conclusion 49
9. Recommendations 52
10. Appendices 54
11. References 60
3
ACKNOWLEDGEMENT
4
ACKNOWLEDGEMENT
One of the most pleasant aspects of writing an acknowledgement is the opportunity to thank all
those who have contributed to it. Unfortunately, the list of expression of gratitude no matter how
extensive- is always incomplete and inadequate. This acknowledgement is no exception.
First of all, I wish to express my sincere gratitude to Under super vision of Dr. Sanghamitra Das
AKGIM, GHAZIABAD for giving me opportunity to do research under her profound guidance.
Because of her inspiring guidance, motivation, positive criticism, continuous encouragement and
untiring supervision this work could be brought to its present shape.
I would like to thank all of them who in one way or the other have helped me.
Mansi Dhingra (1582070035)
Lakshay kumar (1582070034)
Heena Gupta (1582070029)
HimanshiTyagi (1582070030)
Khushi Chaudhary(1582070031)
MBA – IInd semester
5
DECLARATION
6
DECLARATION
I do hereby declare that this piece of Project Report entitled `Why digital is impacting marketing
strategy’ of is being submitted by us in fulfillment of the MBA in college of AKGIM,
GHAZIABAD. This report is our original piece of work done for our academic purpose only and
no part of it has been submitted for any other purpose not published anywhere else in any for till.
Date: Signature of the student
Place: Mansi Dhingra
Lakshay Kumar
Heena Gupta
Himanshi Tyagi
Khushi Chaudhary
7
INTRODUCTION
8
INTRODUCTION
Digital Marketing has become an indispensable tool for today’s businesses. Every business
organization is using it in some way or another these days. Marketing managers who fail to use
the Internet in in formulating their companies’ marketing strategy will be at a disadvantage. This
paper discusses how the digital marketing is impacting the conduct of a firm’s marketing
strategy. The discussion includes the impact of the digital marketing on product and brand
strategy, pricing strategy, distribution, and promotion strategy.
The digital marketing is revolutionizing the way business is conducted and its use is becoming
increasingly critical to the success of business firms. The Digital Marketing is becoming such a
pervasive tool that every company will be using it in some way or another in a few years. It is a
powerful tool that a business can use to obtain a competitive advantage. It offers many
opportunities for businesses to grow in sales and reduce costs.
Digital marketing is an umbrella 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 techniques. It is embodied by an extensive selection of service, product
and brand marketing tactics, which mainly use the Internet as a core promotional medium, in
addition to mobile and traditional TV and radio.
The rapid evolution of digital media has created new opportunities and avenues for advertising
and marketing. Fueled by the proliferation of devices to access digital media, this has led to the
exponential growth of digital advertising.
9
For companies, large and small alike, the term “keep up or get left behind” is an absolutely
relevant one. In this fairly new era of constantly growing and evolving technologies, it is crucial
that marketing departments adjust their strategies in order to incorporate an effective digital
technology component into their overall marketing strategies that will enhance overall market
relevance and success in meeting the needs of the new generation of technology savvy
consumers.
The following pages will analyze the crucial significant impact that technology plays in
understanding consumer behaviors, the shift in consumer behavior, the importance of a balanced
integrated marketing strategy, the benefits of technology and finally it will identify opportunities
and support the concept that a brand can continue to hold its positioning while modifying the
technological delivery platform and incorporating it into to their overall marketing strategy, thus
remaining a viable brand in the eyes of today’s consumers.
10
LATEST DEVELOPMENT AND STRATEGIES
As digital marketing is dependent on technology which is ever-evolving and fast-changing, the
same features should be expected from digital marketing developments and strategies. This
portion is an attempt to qualify or segregate the notable highlights existing and being used as of
press time.
1.Segmentation: More focus has been placed on segmentation with digital marketing, in order to
target specific markets in both business to business and business to consumer sectors.
2. Influencer Marketing: Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital targeting. It is possible to reach
influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns,
or through sophisticated sCRM (social customer relationship management) software, such as
SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus,
at Masters level, on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking marketing
content while Push digital marketing occurs when marketers send messages without that content
being actively sought by the recipients.
3. Online Behavioural Advertising: Online Behavioural Advertising refers to the practice of
collecting information about a user’s online activity over time, “on a particular device and across
different, unrelated websites, in order to deliver advertisements tailored to that user’s interests
and preferences.
4. Collaborative Environment: A collaborative environment can be set up between the
organization, the technology service provider,and the digital agencies to optimize effort, resource
sharing, reusability and communications.
An important consideration today while deciding on strategy is that the digital tools have
democratized the promotional landscape.
11
Customer demand for online services may be underestimated if you haven"t researched this.
Perhaps more importantly you won't understand your online marketplace: the dynamics will be
different to traditional channels with different types of customer profile and behaviour,
competitors, propositions and options for marketing communications. If you're not devoting
enough resources to digital marketing or you're using an ad-hoc approach with no clearly defined
strategies, then your competitors will eat your digital lunch!
Companies without a digital strategy (and many that do) don't have clear strategic goals for what
they want to achieve online in terms of gaining new customers or building deeper relationships
with existing ones. And if you don't have goals you likely don't put enough resources to reach the
goals and you don't evaluate through analytics whether you're achieving those goals.
12
LITERATURE REVIEW
13
LITERATURE REVIEW
The internet has several web-sites that do the same exact thing and in addition will often lead the
consumer to an instant, printable coupon for an even bigger discount. The democratization of
information may result in commoditization of brands as consumers make purchase decisions by
searchingfor the lowest-priced product. Technology may also alter the purchase cycle and give rise to
powerful third-partyinfluencers, counterbalancing paid media's "management" of the purchase cycle.
(Avi, 2010)
Many analysts agree that the internet has product categories more price competitive. It is also
making it easier to identify, and charge different prices to, customer segments. The internet also
enables firms, especially service firms, to do more differential pricing by allowing them to
change prices quickly at different times of the day or week (i.e., time pricing) or in response to
unused capacity, as when airlines make last-minute fares available on their web sites. (Mullins, J
& Walker, O, 2010.p.303)
Consumer behavior focuses on how individuals make decisions to spend their available
resources (time, money, effort) on consumption-related items. That includes what they buy, why
they buy it, when they buy it, where they buy it, how often they buy it, how often they use it,
how they evaluate it after the purchase, the impact of such evaluations on future purchases, and
how they dispose of it . (Shiffman&Kanuk, 2007)
While many companies do spend more on advertising than other promotional efforts, it is not
uncommon for many firms to utilize, in some shape, form or fashion, the entire spectrum of
promotional tools. This is why integrated marketing strategies are effectively used in
marketingand includes advertising, personal selling, sponsorships, public relations, sales
promotions, social media and all other forms of digital technology . (Dow& Jung, 2011)
14
Hoffman and Novak identified how marketing practices will change as a result of the unique
features of the web. They introduce three concepts that explain how the Internet is completely
different from any traditional medium. First, the Internet is an interactive environment that
facilitates communication on a ‟many-to-many‟ scale. As a result they argue the traditional
‟one-to-many‟ model was not suitable and a ‟many-to-many‟ model was necessary. They
explain that the new model allows consumers to interact, not only with the companies sending
the message, but with one another. Furthermore, the web provides companies with a medium in
which to connect with each other. (Hoffman and Novak)
Okazaki‟s studies, discussed later on, culture differences in online marketing communications by
international companies in markets other than their own are analyzed. While he did study real
world applications, the focus was on corporate websites and specifically how culturally adapted a
companies‟ web presence should be. The author does not focus on the aspects of interactivity,
consumer generated content or consumer behavior online. (Okazaki & Rivas, 2002, p. 388)
The digital revolution has impacted consumers and businesses alike. Over the past decade
technology and the way it is used has changed drastically. The Internet, once purely a source of
information has become a place where people meet to share their stories and experiences, a
platform for discussion and debate, a source of entertainment and much more. Furthermore, the
Web has several important marketing aspects that enable companies to boost their performance:
24 hours online; multimedia compatible; globally available; interactive; micromarketing
compatible; integration ready. (Rowley, 2004, p. 26)
As more and more consumers began adapting to new technology, businesses followed. They
developed websites, set up YouTube channels and Facebook pages. They use these tools to
provide information, connect with their consumers and build relationships that they hope will
lead to new, loyal and passionate customers. However, these tools also reflect the brand and tell
consumers a great deal about the brand. Simply creating these websites with no strategy behind
them can be costly, because as much as technology has opened many doors it is also keeping the
world more connected. Communication across continents now takes seconds, not weeks. When
consumers experience your brand through the web (positively or negatively) the impact is
immediate. Nutella is a perfect example; when many passionate consumers began creating online
15
communities around the brand the company intervened – preventing consumers from using the
Nutella name – and the company suffered as a result . (Cova& Pace, 2006).
Parsons et al (1998) expand on Kiani‟s view on retaining consumers by arguing for a creation of
switching costs through the development interactivity – where consumers invest more of their
personal time and resources on a site and as a result making it more costly for them to switch to a
competitor The authors also identify various ways to gather information on consumers (p.36).
Since the amount of information marketers can acquire from the Internet can be overwhelming,
the authors stress the importance of defining which is most important for them. Parsons et al
(1998)
The authors however, focus specifically on website design in relation to Ha and James‟ five
dimensions of interactivity (Chen and Yen, 2004, p.219). The authors found “that successful web
strategies should include interactive features, especially those categorized in the playfulness,
connectedness, and reciprocal communication dimensions”. Although it is important to
understand that designing a website with this in mind will help create a more enjoyable
experience for the consumer the corporate homepage, but moreover the corporate website, is no
longer the only place interaction takes place. (Chen and Yen, 2004, p.219).
Similarly, Wang, Tang and Tang (2001) attempt to develop a tool to measure customer
satisfaction for companies marketing digital products and services. Although very specific in
terms of practical implications the authors do make a very poignant observation; the
effectiveness of online marketing is more than just return of investment and cannot solely be
based on financial measures. (Wang et al, 2001, p.89) Misinterpreting the value of web-based
marketing prevents companies from building a successful online presence and gaining a
competitive advantage. Wang, Tang and Tang (2001)
Winer uses Shankar and Hollinger‟s (2007) three categories of media classification; intrusive,
non-intrusive and user-generated (Winer, 2009, p.110). The non-intrusive and user-generated
categories are of significant importance because, to the best our knowledge, they have not been
presented in this manner in previous literature. Social networking sites, podcasting, and viral
marketing are the newest of the non-intrusive media presented. Winer admits that adaption of
16
social media sites, such as Facebook, by companies has been limited because of the possible
negative perception in the eyes of consumers (Winer, 2009, p.110). He explains, however, that
companies who have adopted this new media have seen an extraordinary opportunity to engage
customers in a unique manner.
The purpose of doing research in the area of digital marketing is because it seem huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not know
where and how to start doing digital marketing. In today’s time, social media channels such as
Face book, Twitter, Google and other social media firms have successfully transformed the
attitudes and perceptions of consumers and in the end helped revolutionized many businesses.
This was done through measurable vast network of customers with trustworthy data with real-
time feedback of customer experiences. It is much more convenient for businesses to conduct
surveys online with a purpose to get relevant information from targeted groups and analyzing the
results based on their responses. Potential customers can look for reviews and recommendations
to make informed decisions about buying a product or using the service. On the other hand,
businesses can use the exercise to take action on relevant feedback from customers in meeting
their needs more accurately. Digital marketing is the use of technologies to help marketing
activities in order to improve customer knowledge by matching their needs. (Chaffey, 2013)
Introduction of new technologies has creating new business opportunities for marketers to
manage their websites and achieve their business objectives. (Kiani, 1998)
With the availability of so many choices for customers, it is very difficult for marketers to create
brands and increase traffic for their products and services. Online advertising is a powerful
marketing vehicle for building brands and increasing traffic for companies to achieve success.
(Song, 2001)
Expectations in terms of producing results and measuring success for advertisement money
spent, digital marketing is more cost-efficient for measuring ROI on advertisement.(Pepelnjak,
2008)
17
Today, monotonous advertising and marketing techniques have given way to digital marketing.
In addition, it is so powerful that it can help revive the economy and can create tremendous
opportunities for governments to function in a more efficient manner . More importantly, growth
in digital marketing has been due to the rapid advances in technologies and changing market
dynamics. In order for digital marketing to deliver result for businesses, digital content such as
accessibility, navigation and speed are defined as the key characteristics for marketing. (Munshi,
2012)
18
CONCLUSION OF LITERATURE REVIEW
The literature on marketing in the digital world is vast. Researches have covered an assortment
of topics, from general strategies and cultural impacts to branding and social media. They
highlight the dramatic shift this new medium has caused. The traditional one-to-many
communications model has given way to the modern many-to-many communications model. In
this medium the consumers are in control and it is imperative for companies to accept this.
Companies must facilitate conversations and engage consumers in ways that add value and
develop worthwhile relationships.
Moreover, companies must recognize that the way consumers behave in the digital world is
different and as such the way companies interact with them must be different. The literature also
points to the importance of understanding the new medium in order to fully reap its benefits.
However, the literature also shows that the technology is developing quickly making it difficult
for academic research to keep pace. As such it will be important for both academics and
practitioners to work together to ensure this subject is covered fully. The potential of this new
medium is abundantly clear, understanding it will be vital for both practitioners and academics in
the future.
19
OBJECTIVES OF RESEARCH
20
OBJECTIVES OF RESEARCH
The objective of any report holds its purpose for what its research is being conducted, so the
primary objectives for this report are as follows:
To examine whether the demographical factor posses its impact on the on-line buying
behavior.
To know the market potential of digital marketing.
To compare traditional marketing with digital marketing.
To find the problems faced by customers while dealing with digital marketing.
21
RESEARCH METHODOLOGY
22
RESEARCH METHODOLOGY
Sources of Data:-
Data, facts ,figures, other relevant material of past and present and surveying are the basis for
study and analysis. Without an analysis of factual data no specific inferences can be drawn on
the questions under study. Inferences based on imagination or guesses cannot provide correct
answer to research questions. The relevance adequacy and reliability of data determine the
quality of the findings of a study.
For the purpose of the present study, data from two sources has been collected,namely primary
data and secondary data.
PRIMARY DATA:
Primary data is source from which the researcher collects the data. It is a first hand data, which is
used directly for the analysis purposes. Primary data always gives a researcher a fairer picture. In
the present study primary data has been collected using questionnaires. For the purpose of
collecting the same, 50 respondents have been randomly selected. Even the response of the
respondents was taken into consideration. In this study, primary data plays a vital role for
analysis, interpretation, conclusion and suggestions.
SECONDARY DATA:
Secondary data is data which is collected and compiled for other purposes. Secondary data also
plays a key factor in providing more information which will influence the analysis. Few of the
main sources of secondary data include newspapers, magazines, business journals, internet .
23
RESEARCH DESIGN:
This study used descriptive research. Descriptive research involves gathering data that describe
events and then organizes, tabulates, depicts, and describes the data collection.
DATA COLLECTION:
The research made use of primary data, which was collected using structured questionnaire
distributed to the 50 respondents.
The administered questionnaires were collected after completion by the respondents on the same
day and their responses used for analysis. The questionnaire had both open ended questions to
enable guide the respondent through filling of the questionnaire as well as probe them for more
information.
24
DATA ANALYSIS
25
DATA ANALYSIS THROUGH PIE CHARTS
AGE
Frequency Percent Valid
Percent
Cumulative Percent
Upto 18 6 12.0 12.0 12.0
19 -25 28 56.0 56.0 68.0
26-40 10 20.0 20.0 88.0
41 -55 5 10.0 10.0 98.0
55 + 1 2.0 2.0 100.0
50 100.0 100.0
By this charts it is concluded 12% people are 11-18 age,56% people are 19-25 age,20% people
are 26-40 age,10% people are 50 and above.
12%
56%
20%
10%
2%
Age
11-18
19-25
26-40
41-55
55 +
26
GENDER
Frequency Percent Valid Percent Cumulative Percent
Male 18 36.0 36.0 36.0
Female 32 64.0 64.0 100.0
Total 50 100.0 100.0
By this charts it is concluded 36% people are male, 64% people are female.
36%
64%
Gender
Male
Female
27
OCCUPATION
Frequency Percent Valid Percent Cumulative Percent
Students 26 52.0 52.0 52.0
Business man 10 20.0 20.0 72.0
Service man 14 28.0 28.0 100.0
Total 50 100.0 100.0
By this charts it is concluded 38% people are students, 14 % people are businessman, 48%
people are serviceman.
38%
14%
48%
Occupation
Students
Business man
Service man
28
INCOME LEVEL
Frequency Percent Valid Percent Cumulative Percent
UptoRs. 2.5
lac
8 16.0 16.0 16.0
Rs. 2.5 lac-
Rs. 5 lac
29 58.0 58.0 74.0
Rs. 5 lac –
Rs.7.5 lac
12 24.0 24.0 98.0
Rs. 7.5 lac
and above
1 2.0 2.0 100.0
Total 50 100.0 100.0
By this chart it is concluded 16% people are upto to Rs.2.5 lacs, 58% people are 2.5-5 lacs,24%
people are 5-7 lacs,2% people are 7.5lac income.
16%
58%
24%
2%
Income
up to Rs 2.5 lacs
Rs2.5 lacs-Rs. 5 lacs
Rs. 5 lacs-Rs. 7.5 lacs
Rs.7.5lacs and above
29
From the above pie chart 4% people prefer books,18 % people prefer electronics ,24 %people
prefer fashion accessories ,22 % people prefer kitchen and home appliances ,8 % people prefer
sports , 12 % people prefer health and fitness , 10 % people prefer gifts , 2 % people prefer
automative.
4%
18%
24%
22%
8%
12%
10% 2%
In general ,what type of product /service do you
purchase online ?
Books
Electronics
Fashion Accessories
Kitchen and Home appliances
Sports
Health and Fitness
Which product you purchase online ?
Frequency Percent Valid
Percent
Cumulative
Percent
Books 2 4.0 4.0 4.0
Electronic 9 18.0 18.0 22.0
Fashion Accessories 12 24.0 24.0 46.0
Kitchen and Home
Appliances
11 22.0 22.0 68.0
Sports 4 8.0 8.0 76.0
Health and fitness 6 12.0 12.0 88.0
Gifts 5 10.0 10.0 98.0
Automative 1 2.0 2.0 100.0
Total 50 100.0 100.0
30
Which online site you use to purchase a product ?
Frequency Percent Valid
Percent
Cumulative Percent
Amazon 4 8.0 8.0 8.0
Flipkart 18 36.0 36.0 44.0
Jabong 5 10.0 10.0 54.0
Myntra 8 16.0 16.0 70.0
Homeshop 18 6 12.0 12.0 82.0
Snapdeal 9 18.0 18.0 100.0
Total 50 100.0 100.0
By this charts it is concluded that 8% people use to purchase product from Amazon , 36 %
Flipkart , 10% Jabong , 16 % Myntra ,12 % Homeshop , 18 % Snapdeal websites.
In the present scenario ,Majority of people visited flipkart , then next priority to snapdeal and
third myntra and the people give least priority to Amazon.
8%
36%
10%
16%
12%
18%
Which online site you use to purchasea
product?
Amazon
Flipkart
Jabong
Myntra
Homeshop 18
Snapdeal
31
How long it takes to receive purchased order ?
Frequency Percent Valid Percent Cumulative Percent
On time 32 64.0 64.0 64.0
Sometimes late 14 28.0 28.0 92.0
Always late 4 8.0 8.0 100.0
Total 50 100.0 100.0
By this chart it is concluded that 64 % people are receiving purchase order on time , 28 % people
are receiving sometimes late and 8 % people are receiving their order always late.
64%
28%
8%
How long it takes to receive purchasedorder ?
On time
Sometimes late
Always late
32
Which payment option do you prefer ?
Frequency Percent Valid Percent Cumulative Percent
Cash on delievery 35 70.0 70.0 70.0
Online 15 30.0 30.0 100.0
Total 50 100.0 100.0
By this chart it is concluded that 70% people prefer cash oh delivery option and 30% people
prefer online option.
70%
30%
Which payment option do you prefer?
Cash on delivery
online
33
How often you do online shopping ?
Frequency Percent Valid Percent Cumulative
Percent
Once in a week 10 20.0 20.0 20.0
Fortnightly 15 30.0 30.0 50.0
Monthly 5 10.0 10.0 60.0
Occasionally 20 40.0 40.0 100.0
Total 50 100.0 100.0
 20% once in a week
 30% fort nightly
 10% monthly
 40% occasionally
20%
30%
10%
40%
How often you do online shopping ?
Once in a week
Fort nightly
Monthly
Occasionally
34
Do you see/check online ads/mails when you surf the internet?
Frequency Percent Valid Percent Cumulative
Percent
Never 4 8.0 8.0 8.0
Sometimes 12 24.0 24.0 32.0
Depends on ad 16 32.0 32.0 64.0
Often 8 16.0 16.0 80.0
Everytime 10 20.0 20.0 100.0
Total 50 100.0 100.0
By this chart it is concluded that 8 % people never check online ads , 24 % people sometimes
checks the online ad , 32 % people depends on ad ,16 % people often checks the ad and 20 %
people are those who everytime checks the ad.
8%
24%
32%
16%
20%
Do you see /check online ads when you surf the
internet ?
Never
Sometimes
Depends on ad
Often
Everytime
35
You use the internet for ?
Frequency Percent Valid Percent Cumulative
Percent
Chatting and Social
Networking
15 30.0 30.0 30.0
E-mail 8 16.0 16.0 46.0
Information 7 14.0 14.0 60.0
Entertainment 4 8.0 8.0 68.0
E-commerce 10 20.0 20.0 88.0
Downloading 6 12.0 12.0 100.0
Total 50 100.0 100.0
By this chart it is concluded that majority of people i.e. 30 % use internet for chatting and social
networking , 16 % for E-mail , 14% for information, 8 % for entertainment 20 % people use for e
commerce and 12 % use internet for downloading.
30%
16%
14%
8%
20%
12%
You use internet for ?
Chatting And Social networking
E-mail
Information
Entertainment
E-commerce
Downloading
36
What mode of advertising influences you to buy any product?
Frequency Percent Valid Percent Cumulative
Percent
Magazines and
newspaper
9 18.0 18.0 18.0
Friends and relatives 8 16.0 16.0 34.0
TV Commercial 15 30.0 30.0 64.0
Online advertisements 6 12.0 12.0 76.0
Social Media – Blogs,
forums, Social
Networking sites
12 24.0 24.0 100.0
Total 50 100.0 100.0 100.0
By this chart it is concluded that only 18 % people are influenced by magazines and newspaper,
16% by friends and relatives, 30% by Tv commercial, 12 % by online advertisements and 24 %
people through social media.
In the present scenario, Majority of people get attracted through TV commercials and second
priority through social media.
18%
16%
30%
12%
24%
Which mode of advertisinginfluences you to
buy any product ?
Magazines and newspaper
Friends and relatives
Tv commercial
Online advertisements
Social media
37
How much you use internet a day ?
Frequency Percent Valid Percent Cumulative
Percent
Less than 2 hrs 24 48.0 48.0 48.0
3-4 hrs 12 24.0 24.0 72.0
4-6 hrs 10 20.0 20.0 92.0
6 hrs or more 4 8.0 8.0 100.0
Total 50 100.0 100.0
 48% takes less than two hour
 24% takes 3-4 hours
 20% 4-6 hours
 8% more than 6 hours.
48%
24%
20%
8%
How often do you use internet every day ?
> 2hrs
3-4 hrs
4-6 hrs
< 6 hrs
38
Do you think that the face of marketing is transforming in terms of technological and cultural
impact?
Frequency Percent Valid Percent Cumulative
percent
Yes 45 90.0 90.0 90.0
No 5 10.0 10.0 100.0
Total 50 100.0 100.0
By this chart , it is concluded that 90% person think that the face of marketing is transforming in
terms of technological and cultural impact.
90%
10%
. Do you think that the face of marketing is
transformingin terms of technological and
cultural impact?
Yes
No
39
I get on time delivery by shopping online
Frequency Percent Valid
Percent
Cumulative
Percent
Strongly Agree 9 18.0 18.0 18.0
Agree 18 36.0 36.0 54.0
Neutral 10 20.0 20.0 74.0
Disagree 8 16.0 16.0 90.0
Strongly Disagree 5 10.0 10.0 100.0
Total 50 100.0 100.0
By this chart it is concluded that 18% people strongly agree get on time delievery by online
shopping, 36% people agree,20 % people are neutral ,16 % people disagree and 10% people are
strongly disagree that they do not get on time delievery by shopping online.
18%
36%20%
16%
10%
I get on time delievery by shopping online.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
40
Detail information is easily available while shopping online
Frequency Percent Valid
Percent
Cumulative
Percent
Strongly Agree 16 32.0 32.0 32.0
Agree 20 40.0 40.0 72.0
Neutral 7 14.0 14.0 86.0
Disagreee 5 10.0 10.0 96.0
Strongly Disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
By this chart it is concluded that 32% people strongly agree, 40% agree, 14% neutral, 10%
disagree and 4 % strongly disagree to get detail information easily available while shopping
online.
32%
40%
14%
10%
4%
Detail informationis easily available while
shopping online
Strongly agree
Agree
Neutral
Disagree
strongly Disagree
41
Online shopping takes less time to purchase ?
Frequency Percent Valid
Percent
Cumulative
Percent
Strongly Agree 14 28.0 28.0 28.0
Agree 12 24.0 24.0 52.0
Neutral 8 16.0 16.0 68.0
Disagree 10 20.0 20.0 88.0
Strongly Disagree 6 12.0 12.0 100.0
Total 50 100.0 100.0
By this chart ,it is concluded that 28% people strongly agree, 24% people agree , 16% people
are neutral ,20% people disagree and 12% people are disagree that online shopping takes less
time to purchase.
28%
24%16%
20%
12%
Online shopping takes less time to purchase
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
42
I feel safe and secure while shopping online
Frequency Percent Valid Percent Cumulative
Percent
Strongly Agree 7 14.0 14.0 14.0
Agree 35 70.0 70.0 84.0
Neutral 5 10.0 10.0 94.0
Disagree 2 4.0 4.0 98.0
Strongly Disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
By this chart , it is concluded that 14% people are strongly agree , 70 % people are agree , 10 %
people are neutral and thus feel safe and secure while shopping online , 4% people are disagree
and 2% people are strongly disagree and thus do not feel safe and secure while shopping online.
14%
70%
10%
4%
2%
I feel safe and secure while shopping online
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
43
24*7 hours benefits while shopping online
Frequency Percent Valid Percent Cumulative
Percent
Strongly Agree 20 40.0 40.0 40.0
Agree 12 24.0 24.0 64.0
Neutral 8 16.0 16.0 80.0
Disagree 6 12.0 12.0 92.0
Strongly Disagree 4 8.0 8.0 100.0
Total 50 100.0 100.0
By this chart ,it is concluded that 40% people strongly agree for 24*7 benefits , 24% people
agree ,16% people are neutral whereas 12% people are disagree and 8 % people strongly
disagree .
40%
24%
16%
12%
8%
24 *7 hrs benefits
Strongly Agree
Agree
Neutral
Disagree
strongly Disagree
44
FINDINGS AND SUGGESTIONS
45
FINDINGS
 Most of the respondents have a positive attitude about digital marketing as illustrated by
their various perceptions about the use of digital marketing .
Shopping on internet save time. This relationship shows that for this reason area have a
huge potential of the customers who can shop online in future if they get more benefits in
that from traditional shopping. It is a great advantage to be able to shop at any time of the
day.
So as our observation it is a big challenge for online retailers to make customers aware for
the benefits of online shopping and to switch them towards online mode of purchasing than
traditional ways.Online shopping includes of financial risk.
Since a large amount of customer think that online shopping gives financial risk to them so
it may become a loop hole for online retailers to reduce this effect they have to take some
impressive steps by which customers can easily make online shopping without any fear of
financial risk.
Online shopping will eventually reduce traditional shopping.Selection of goods available
on the interest is very broad.
This gives a great advantage to online retailers as they can attract customers by showing
their broad range of product that they are unable to find in traditional shopping.
Through our research we observe that the description of products showns on the websites
are very accurate..
As this percentage is very less so companies have to make some steps so that they can
increase faith of customers on their sites
Only 20%people are agreeing that online shopping is as secure as traditional shopping .But
in this context 30% people are disagree with the statement .
46
SUGGESTIONS
Companies using internet advertising should provide unique experience to its customers
based on customer analysis to deliver a personalized experience to the customers.
Digital marketing is effective in reach and creation of awareness and recommends that
the companies should invest more in internet advertising to increase advertising to
increase their market share and provide product information.
Companies should conduct a market research on the different market in various countries
to ensure that the internet advertising initiatives being implemented suits the targeted
markets to improve products purchases
47
LIMITATIONS OF THE STUDY
48
LIMITATIONS OF THE STUDY
The limitations are as follows :
1. Time Limitation.
2. Research has been done only in Ghaziabad.
3. Sample size taken was so small.
49
CONCLUSION
50
CONCLUSION
Digital marketing is a hot topic especially in these days of instant results.
 Customers can order products 24 hours a day wherever they are. They don’t have to sit
in traffic, and a parking space, and walk through countless shops to find and examine
goods.
 Customers can find reams of comparative information about companies, products,
competitors and prices without leaving their office or home.
 Customers don’t have to face sales people or open themselves up to persuasion and
emotional factors; they also don’t have to wait in line.
 Companies can quickly add products to their offering and change prices and descriptions.
 Online marketers avoid the expense of maintaining a store and the costs of rent,
insurance, and utilities. They can produce digital catalogs for much less than the cost of
printing and mailing paper catalogs.
 Online marketers can dialogue with consumers and learn from them.
 Marketers can learn how many people visited their on line site and how many stopped at
particular places on the site. This information can help in improving offers and ads.
Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. Digital
marketing has at least five great advantages. Firstly, both small and large firms can afford it.
Second, there is no real limit on advertising space, in contrast to print and broadcast media.
Third, information access and retrieval are fast, compared to overnight mail and even fax.
Fourth, the site can be visited by anyone from any place in the world. Fifth, shopping can be
done privately and swiftly.
The digital marketing is a powerful tool for strengthening relationships. By offering customers
content and time value, Digital marketing has opened new vistas for marketers. The greatest
feature of the digital economy is that it enables the digital marketers to cradicate man traditional
barriers before entering new markets.
51
These barriers cvanentering new markets. These barriers include economies of scale and
geographic positioning . Ultimately here also the marketers has to realize that nothing sells as
well as a good product. But the beauty of the digital market is that it offers constant
opportunities for product enhancement based on continuous customer feedback. Companies
who have turned their business processes to incorporate these customer response have been able
to leverage the power of the web to gain competitive advantage.
52
RECOMMENDATIONS
53
RECOMMENDATIONS
Since the factors ( promotion, attractiveness, believability , and originality ) don’t significantly
influence digital marketing intention. And our study also indicates that advertisement doesn’t
have an important effect on digital marketing. So its recommended that companies have to
focus on security and validity of website because they are widely approved by online customers.
It is also seen that attractiveness had the minimum influence on digital marketing intention.
And consumers aren’t interested or couldn’t believe any advertisement in the Internet. It seems
that the Internet users are overloaded by advertisement spams. So it is recommended that
companies have to give their main emphasis security and validity of the website so that they can
widely attract the customers of digital marketing.
54
APPENDICES
55
APPENDICES
QUESTIONAIRE
Here we are showing our questionnaire and list of respondents which we use in our study
as follows :
Questionaire on How Digital is impacting a marketing strategy in Ghaziabad
Dear Respondent,
This study is for how digital is impacting marketing strategy in Ghaziabad. We request
you to kindly fill the questionnaire,the information provided by you will be used only for
the research project report.
1. Did you ever purchase from an online site?
☐Yes ☐No ☐
2.Ifyes,then what type of product/service did you purchase online?
Apparels ☐
Books ☐
Electronic ☐
Fashion Accessories ☐
Kitchen and Home appliances ☐
Sports ☐
Health and fitness ☐
Gifts ☐
Automative☐
56
3.Which online site you use to purchase a product ?
Amazon ☐
Flipkart☐
Jabong☐
Myntra☐
Homeshop 18 ☐
Snapdeal☐
None of these ☐
4. How long it takes to received purchase order ?
On time ☐
Sometimes late ☐
Always late ☐
5. Which payment option do you prefer ?
Online ☐
Cash on delievery☐
6. How often you do online shopping ?
57
Once in a week ☐
Fortnightly ☐
Monthly ☐
Occasionally ☐
7.Which is the last online ad you remember? Which brand was it?
______________________________________________________________________________
_____________
8. Name any three online commercials you remember lately
1._______________________________ 2._______________________________ 3.
_______________________________
9. Do you see/check online ads/mails when you surf the internet?
☐ Never ☐ sometimes ☐depends on ad ☐ often ☐every time
10. You use the internet for? (Rank them in order of your preference)
58
☐Chatting and Social Networking ☐_____ ☐Email ☐_____ ☐Information ☐_____
☐Entertainment ☐_____ ☐E -Commerce ☐_____ ☐Downloading ☐_____
11. What mode of advertising influences you to buy any product?
☐Magazines and newspaper ☐Friends and relatives ☐TV Commercial ☐Online
advertisements ☐Social Media – Blogs, forums, Social Networking sites
12. How much you use internet a day ?
☐>2 hrs ☐3 -4 hrs ☐4 -6 hrs ☐<6 hrs
13. Do you think that the face of marketing is transforming in terms of technological and
cultural impact?
Yes ☐ No ☐
Kindly Rank the following attributes based on criteria ( 1= Strongly
Agree ; 2= Agree ; 3= Neutral ; 4 = Disagree ; 5 = Strongly Disagree
)
S.NO. QUESTIONS STRONGLY
AGREE (1)
AGREE
(2)
NEUTRAL
(3)
DISAGREE
(4)
STRONGLY
DISAGREE
(5)
14. I get on time
delievery by
shopping
online
15. Detail
information
is easily
available
59
while
shopping
online
16. Online
shopping
takes less
time to
purchase
17. I feel safe
and secure
while
shopping
online
18. 24*7 hours
benefits
while online
shopping
19. If goods are returned the payment refunded easily or not ?
______________________________________________________________________________
______________________________________________________________________________
__________________
BACKROUND INFORMATION
20.Name : _______________________________
21. Age Group (yrs): ☐ up to 18 ☐19 to 25 ☐26 to 40 ☐41 to 55 ☐ 55 +
22. Gender: ☐ Male ☐ Female
23..Contact No.: ______________________________
24 .Occupation :☐ Students ☐ Businessmen ☐ Serviceman
25. Income Level :☐upto Rs.2.5 lac ☐ Rs. 2.5 lac –Rs. 5 lac ☐Rs.5 lac –Rs.7.5 lac☐ Rs.7.5
lac and above
THANKS FOR YOUR SUPPORT!!
60
REFERENCES
61
REFERENCES
BOOKS
Permission Marketing by Seth Godin
Epic Content Marketing by Joe Pulizzi
Marketing Management by Philip Kotler, Kevin Lane Keller
JOURNALS
"Definition of digital marketing". Financial Times.Retrieved 22 August 2015.
What influence "Digital Marketing". Techopedia.Retrieved 22 August 2015.
Clark, Dorie (11 November 2012), The End of the Expert: Why No One in Marketing
Knows What They're Doing, Forbes, archived from the original on 4 November 2013.
"Ad agency joins up with AOL for marketing surveys". Retrieved 2015-03-11.
Kates, Matthew (17 April 2013), Making digital and traditional marketing work together,
Econsultancy, archived from the original on 25 November 2013.
"Digital Marketing Communication". iccwbo.org. Retrieved 17 October 2015.
eMarketer (25 September 2013), Worldwide Ad Growth Buoyed by Digital, Mobile
Adoption, eMarketer, archived from the original on 12 November 2013
"4 Important Digital Marketing Channels You Should Know About". Digital
Doughnut.Retrieved 17 October 2015
.
62
WEBSITES
http://www.termpaperwarehouse.com/essay-on/Impact-Of-Digital-Technology-On-
Marketing/84823
http://searchcrm.techtarget.com/news/295191/The-12-impacts-of-technology-on-
sales-and-marketing

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How digital is impacting market strategy

  • 1. 1 BUSINESS RESEARCH REPORT ON “HOW DIGITAL IS IMPACTING MARKET STRATEGY” SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF “MASTERS OF BUSINESS ADMINISTRATION” Affiliated To Dr. A.P.J Abdul Kalam Technical University, Lucknow (Academic Session: 2015-2017) SUBMITTED TO: SUBMITTED BY: Dr. SANGHAMITRA DAS MANSI DHINGRA LAKSHYA KUMAR HEENA GUPTA HIMANSHI TYAGI KHUSHI CHAUDHARY
  • 2. 2 TABLE OF CONTENT S.NO. TITLE PAGE NO. Acknowledgement 3 Declaration 5 1. Introduction 7 2. Literature Review 12 3. Objectives of the Study 19 4. Research Methodology 21 5. Data Analysis 24 6. Findings and Suggestions 44 7. Limitations 47 8. Conclusion 49 9. Recommendations 52 10. Appendices 54 11. References 60
  • 4. 4 ACKNOWLEDGEMENT One of the most pleasant aspects of writing an acknowledgement is the opportunity to thank all those who have contributed to it. Unfortunately, the list of expression of gratitude no matter how extensive- is always incomplete and inadequate. This acknowledgement is no exception. First of all, I wish to express my sincere gratitude to Under super vision of Dr. Sanghamitra Das AKGIM, GHAZIABAD for giving me opportunity to do research under her profound guidance. Because of her inspiring guidance, motivation, positive criticism, continuous encouragement and untiring supervision this work could be brought to its present shape. I would like to thank all of them who in one way or the other have helped me. Mansi Dhingra (1582070035) Lakshay kumar (1582070034) Heena Gupta (1582070029) HimanshiTyagi (1582070030) Khushi Chaudhary(1582070031) MBA – IInd semester
  • 6. 6 DECLARATION I do hereby declare that this piece of Project Report entitled `Why digital is impacting marketing strategy’ of is being submitted by us in fulfillment of the MBA in college of AKGIM, GHAZIABAD. This report is our original piece of work done for our academic purpose only and no part of it has been submitted for any other purpose not published anywhere else in any for till. Date: Signature of the student Place: Mansi Dhingra Lakshay Kumar Heena Gupta Himanshi Tyagi Khushi Chaudhary
  • 8. 8 INTRODUCTION Digital Marketing has become an indispensable tool for today’s businesses. Every business organization is using it in some way or another these days. Marketing managers who fail to use the Internet in in formulating their companies’ marketing strategy will be at a disadvantage. This paper discusses how the digital marketing is impacting the conduct of a firm’s marketing strategy. The discussion includes the impact of the digital marketing on product and brand strategy, pricing strategy, distribution, and promotion strategy. The digital marketing is revolutionizing the way business is conducted and its use is becoming increasingly critical to the success of business firms. The Digital Marketing is becoming such a pervasive tool that every company will be using it in some way or another in a few years. It is a powerful tool that a business can use to obtain a competitive advantage. It offers many opportunities for businesses to grow in sales and reduce costs. Digital marketing is an umbrella 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 techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio. The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing. Fueled by the proliferation of devices to access digital media, this has led to the exponential growth of digital advertising.
  • 9. 9 For companies, large and small alike, the term “keep up or get left behind” is an absolutely relevant one. In this fairly new era of constantly growing and evolving technologies, it is crucial that marketing departments adjust their strategies in order to incorporate an effective digital technology component into their overall marketing strategies that will enhance overall market relevance and success in meeting the needs of the new generation of technology savvy consumers. The following pages will analyze the crucial significant impact that technology plays in understanding consumer behaviors, the shift in consumer behavior, the importance of a balanced integrated marketing strategy, the benefits of technology and finally it will identify opportunities and support the concept that a brand can continue to hold its positioning while modifying the technological delivery platform and incorporating it into to their overall marketing strategy, thus remaining a viable brand in the eyes of today’s consumers.
  • 10. 10 LATEST DEVELOPMENT AND STRATEGIES As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time. 1.Segmentation: More focus has been placed on segmentation with digital marketing, in order to target specific markets in both business to business and business to consumer sectors. 2. Influencer Marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers. To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients. 3. Online Behavioural Advertising: Online Behavioural Advertising refers to the practice of collecting information about a user’s online activity over time, “on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user’s interests and preferences. 4. Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider,and the digital agencies to optimize effort, resource sharing, reusability and communications. An important consideration today while deciding on strategy is that the digital tools have democratized the promotional landscape.
  • 11. 11 Customer demand for online services may be underestimated if you haven"t researched this. Perhaps more importantly you won't understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions and options for marketing communications. If you're not devoting enough resources to digital marketing or you're using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch! Companies without a digital strategy (and many that do) don't have clear strategic goals for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don't have goals you likely don't put enough resources to reach the goals and you don't evaluate through analytics whether you're achieving those goals.
  • 13. 13 LITERATURE REVIEW The internet has several web-sites that do the same exact thing and in addition will often lead the consumer to an instant, printable coupon for an even bigger discount. The democratization of information may result in commoditization of brands as consumers make purchase decisions by searchingfor the lowest-priced product. Technology may also alter the purchase cycle and give rise to powerful third-partyinfluencers, counterbalancing paid media's "management" of the purchase cycle. (Avi, 2010) Many analysts agree that the internet has product categories more price competitive. It is also making it easier to identify, and charge different prices to, customer segments. The internet also enables firms, especially service firms, to do more differential pricing by allowing them to change prices quickly at different times of the day or week (i.e., time pricing) or in response to unused capacity, as when airlines make last-minute fares available on their web sites. (Mullins, J & Walker, O, 2010.p.303) Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase, the impact of such evaluations on future purchases, and how they dispose of it . (Shiffman&Kanuk, 2007) While many companies do spend more on advertising than other promotional efforts, it is not uncommon for many firms to utilize, in some shape, form or fashion, the entire spectrum of promotional tools. This is why integrated marketing strategies are effectively used in marketingand includes advertising, personal selling, sponsorships, public relations, sales promotions, social media and all other forms of digital technology . (Dow& Jung, 2011)
  • 14. 14 Hoffman and Novak identified how marketing practices will change as a result of the unique features of the web. They introduce three concepts that explain how the Internet is completely different from any traditional medium. First, the Internet is an interactive environment that facilitates communication on a ‟many-to-many‟ scale. As a result they argue the traditional ‟one-to-many‟ model was not suitable and a ‟many-to-many‟ model was necessary. They explain that the new model allows consumers to interact, not only with the companies sending the message, but with one another. Furthermore, the web provides companies with a medium in which to connect with each other. (Hoffman and Novak) Okazaki‟s studies, discussed later on, culture differences in online marketing communications by international companies in markets other than their own are analyzed. While he did study real world applications, the focus was on corporate websites and specifically how culturally adapted a companies‟ web presence should be. The author does not focus on the aspects of interactivity, consumer generated content or consumer behavior online. (Okazaki & Rivas, 2002, p. 388) The digital revolution has impacted consumers and businesses alike. Over the past decade technology and the way it is used has changed drastically. The Internet, once purely a source of information has become a place where people meet to share their stories and experiences, a platform for discussion and debate, a source of entertainment and much more. Furthermore, the Web has several important marketing aspects that enable companies to boost their performance: 24 hours online; multimedia compatible; globally available; interactive; micromarketing compatible; integration ready. (Rowley, 2004, p. 26) As more and more consumers began adapting to new technology, businesses followed. They developed websites, set up YouTube channels and Facebook pages. They use these tools to provide information, connect with their consumers and build relationships that they hope will lead to new, loyal and passionate customers. However, these tools also reflect the brand and tell consumers a great deal about the brand. Simply creating these websites with no strategy behind them can be costly, because as much as technology has opened many doors it is also keeping the world more connected. Communication across continents now takes seconds, not weeks. When consumers experience your brand through the web (positively or negatively) the impact is immediate. Nutella is a perfect example; when many passionate consumers began creating online
  • 15. 15 communities around the brand the company intervened – preventing consumers from using the Nutella name – and the company suffered as a result . (Cova& Pace, 2006). Parsons et al (1998) expand on Kiani‟s view on retaining consumers by arguing for a creation of switching costs through the development interactivity – where consumers invest more of their personal time and resources on a site and as a result making it more costly for them to switch to a competitor The authors also identify various ways to gather information on consumers (p.36). Since the amount of information marketers can acquire from the Internet can be overwhelming, the authors stress the importance of defining which is most important for them. Parsons et al (1998) The authors however, focus specifically on website design in relation to Ha and James‟ five dimensions of interactivity (Chen and Yen, 2004, p.219). The authors found “that successful web strategies should include interactive features, especially those categorized in the playfulness, connectedness, and reciprocal communication dimensions”. Although it is important to understand that designing a website with this in mind will help create a more enjoyable experience for the consumer the corporate homepage, but moreover the corporate website, is no longer the only place interaction takes place. (Chen and Yen, 2004, p.219). Similarly, Wang, Tang and Tang (2001) attempt to develop a tool to measure customer satisfaction for companies marketing digital products and services. Although very specific in terms of practical implications the authors do make a very poignant observation; the effectiveness of online marketing is more than just return of investment and cannot solely be based on financial measures. (Wang et al, 2001, p.89) Misinterpreting the value of web-based marketing prevents companies from building a successful online presence and gaining a competitive advantage. Wang, Tang and Tang (2001) Winer uses Shankar and Hollinger‟s (2007) three categories of media classification; intrusive, non-intrusive and user-generated (Winer, 2009, p.110). The non-intrusive and user-generated categories are of significant importance because, to the best our knowledge, they have not been presented in this manner in previous literature. Social networking sites, podcasting, and viral marketing are the newest of the non-intrusive media presented. Winer admits that adaption of
  • 16. 16 social media sites, such as Facebook, by companies has been limited because of the possible negative perception in the eyes of consumers (Winer, 2009, p.110). He explains, however, that companies who have adopted this new media have seen an extraordinary opportunity to engage customers in a unique manner. The purpose of doing research in the area of digital marketing is because it seem huge, intimidating and foreign. Businesses are looking for clearer picture to start but do not know where and how to start doing digital marketing. In today’s time, social media channels such as Face book, Twitter, Google and other social media firms have successfully transformed the attitudes and perceptions of consumers and in the end helped revolutionized many businesses. This was done through measurable vast network of customers with trustworthy data with real- time feedback of customer experiences. It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information from targeted groups and analyzing the results based on their responses. Potential customers can look for reviews and recommendations to make informed decisions about buying a product or using the service. On the other hand, businesses can use the exercise to take action on relevant feedback from customers in meeting their needs more accurately. Digital marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs. (Chaffey, 2013) Introduction of new technologies has creating new business opportunities for marketers to manage their websites and achieve their business objectives. (Kiani, 1998) With the availability of so many choices for customers, it is very difficult for marketers to create brands and increase traffic for their products and services. Online advertising is a powerful marketing vehicle for building brands and increasing traffic for companies to achieve success. (Song, 2001) Expectations in terms of producing results and measuring success for advertisement money spent, digital marketing is more cost-efficient for measuring ROI on advertisement.(Pepelnjak, 2008)
  • 17. 17 Today, monotonous advertising and marketing techniques have given way to digital marketing. In addition, it is so powerful that it can help revive the economy and can create tremendous opportunities for governments to function in a more efficient manner . More importantly, growth in digital marketing has been due to the rapid advances in technologies and changing market dynamics. In order for digital marketing to deliver result for businesses, digital content such as accessibility, navigation and speed are defined as the key characteristics for marketing. (Munshi, 2012)
  • 18. 18 CONCLUSION OF LITERATURE REVIEW The literature on marketing in the digital world is vast. Researches have covered an assortment of topics, from general strategies and cultural impacts to branding and social media. They highlight the dramatic shift this new medium has caused. The traditional one-to-many communications model has given way to the modern many-to-many communications model. In this medium the consumers are in control and it is imperative for companies to accept this. Companies must facilitate conversations and engage consumers in ways that add value and develop worthwhile relationships. Moreover, companies must recognize that the way consumers behave in the digital world is different and as such the way companies interact with them must be different. The literature also points to the importance of understanding the new medium in order to fully reap its benefits. However, the literature also shows that the technology is developing quickly making it difficult for academic research to keep pace. As such it will be important for both academics and practitioners to work together to ensure this subject is covered fully. The potential of this new medium is abundantly clear, understanding it will be vital for both practitioners and academics in the future.
  • 20. 20 OBJECTIVES OF RESEARCH The objective of any report holds its purpose for what its research is being conducted, so the primary objectives for this report are as follows: To examine whether the demographical factor posses its impact on the on-line buying behavior. To know the market potential of digital marketing. To compare traditional marketing with digital marketing. To find the problems faced by customers while dealing with digital marketing.
  • 22. 22 RESEARCH METHODOLOGY Sources of Data:- Data, facts ,figures, other relevant material of past and present and surveying are the basis for study and analysis. Without an analysis of factual data no specific inferences can be drawn on the questions under study. Inferences based on imagination or guesses cannot provide correct answer to research questions. The relevance adequacy and reliability of data determine the quality of the findings of a study. For the purpose of the present study, data from two sources has been collected,namely primary data and secondary data. PRIMARY DATA: Primary data is source from which the researcher collects the data. It is a first hand data, which is used directly for the analysis purposes. Primary data always gives a researcher a fairer picture. In the present study primary data has been collected using questionnaires. For the purpose of collecting the same, 50 respondents have been randomly selected. Even the response of the respondents was taken into consideration. In this study, primary data plays a vital role for analysis, interpretation, conclusion and suggestions. SECONDARY DATA: Secondary data is data which is collected and compiled for other purposes. Secondary data also plays a key factor in providing more information which will influence the analysis. Few of the main sources of secondary data include newspapers, magazines, business journals, internet .
  • 23. 23 RESEARCH DESIGN: This study used descriptive research. Descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection. DATA COLLECTION: The research made use of primary data, which was collected using structured questionnaire distributed to the 50 respondents. The administered questionnaires were collected after completion by the respondents on the same day and their responses used for analysis. The questionnaire had both open ended questions to enable guide the respondent through filling of the questionnaire as well as probe them for more information.
  • 25. 25 DATA ANALYSIS THROUGH PIE CHARTS AGE Frequency Percent Valid Percent Cumulative Percent Upto 18 6 12.0 12.0 12.0 19 -25 28 56.0 56.0 68.0 26-40 10 20.0 20.0 88.0 41 -55 5 10.0 10.0 98.0 55 + 1 2.0 2.0 100.0 50 100.0 100.0 By this charts it is concluded 12% people are 11-18 age,56% people are 19-25 age,20% people are 26-40 age,10% people are 50 and above. 12% 56% 20% 10% 2% Age 11-18 19-25 26-40 41-55 55 +
  • 26. 26 GENDER Frequency Percent Valid Percent Cumulative Percent Male 18 36.0 36.0 36.0 Female 32 64.0 64.0 100.0 Total 50 100.0 100.0 By this charts it is concluded 36% people are male, 64% people are female. 36% 64% Gender Male Female
  • 27. 27 OCCUPATION Frequency Percent Valid Percent Cumulative Percent Students 26 52.0 52.0 52.0 Business man 10 20.0 20.0 72.0 Service man 14 28.0 28.0 100.0 Total 50 100.0 100.0 By this charts it is concluded 38% people are students, 14 % people are businessman, 48% people are serviceman. 38% 14% 48% Occupation Students Business man Service man
  • 28. 28 INCOME LEVEL Frequency Percent Valid Percent Cumulative Percent UptoRs. 2.5 lac 8 16.0 16.0 16.0 Rs. 2.5 lac- Rs. 5 lac 29 58.0 58.0 74.0 Rs. 5 lac – Rs.7.5 lac 12 24.0 24.0 98.0 Rs. 7.5 lac and above 1 2.0 2.0 100.0 Total 50 100.0 100.0 By this chart it is concluded 16% people are upto to Rs.2.5 lacs, 58% people are 2.5-5 lacs,24% people are 5-7 lacs,2% people are 7.5lac income. 16% 58% 24% 2% Income up to Rs 2.5 lacs Rs2.5 lacs-Rs. 5 lacs Rs. 5 lacs-Rs. 7.5 lacs Rs.7.5lacs and above
  • 29. 29 From the above pie chart 4% people prefer books,18 % people prefer electronics ,24 %people prefer fashion accessories ,22 % people prefer kitchen and home appliances ,8 % people prefer sports , 12 % people prefer health and fitness , 10 % people prefer gifts , 2 % people prefer automative. 4% 18% 24% 22% 8% 12% 10% 2% In general ,what type of product /service do you purchase online ? Books Electronics Fashion Accessories Kitchen and Home appliances Sports Health and Fitness Which product you purchase online ? Frequency Percent Valid Percent Cumulative Percent Books 2 4.0 4.0 4.0 Electronic 9 18.0 18.0 22.0 Fashion Accessories 12 24.0 24.0 46.0 Kitchen and Home Appliances 11 22.0 22.0 68.0 Sports 4 8.0 8.0 76.0 Health and fitness 6 12.0 12.0 88.0 Gifts 5 10.0 10.0 98.0 Automative 1 2.0 2.0 100.0 Total 50 100.0 100.0
  • 30. 30 Which online site you use to purchase a product ? Frequency Percent Valid Percent Cumulative Percent Amazon 4 8.0 8.0 8.0 Flipkart 18 36.0 36.0 44.0 Jabong 5 10.0 10.0 54.0 Myntra 8 16.0 16.0 70.0 Homeshop 18 6 12.0 12.0 82.0 Snapdeal 9 18.0 18.0 100.0 Total 50 100.0 100.0 By this charts it is concluded that 8% people use to purchase product from Amazon , 36 % Flipkart , 10% Jabong , 16 % Myntra ,12 % Homeshop , 18 % Snapdeal websites. In the present scenario ,Majority of people visited flipkart , then next priority to snapdeal and third myntra and the people give least priority to Amazon. 8% 36% 10% 16% 12% 18% Which online site you use to purchasea product? Amazon Flipkart Jabong Myntra Homeshop 18 Snapdeal
  • 31. 31 How long it takes to receive purchased order ? Frequency Percent Valid Percent Cumulative Percent On time 32 64.0 64.0 64.0 Sometimes late 14 28.0 28.0 92.0 Always late 4 8.0 8.0 100.0 Total 50 100.0 100.0 By this chart it is concluded that 64 % people are receiving purchase order on time , 28 % people are receiving sometimes late and 8 % people are receiving their order always late. 64% 28% 8% How long it takes to receive purchasedorder ? On time Sometimes late Always late
  • 32. 32 Which payment option do you prefer ? Frequency Percent Valid Percent Cumulative Percent Cash on delievery 35 70.0 70.0 70.0 Online 15 30.0 30.0 100.0 Total 50 100.0 100.0 By this chart it is concluded that 70% people prefer cash oh delivery option and 30% people prefer online option. 70% 30% Which payment option do you prefer? Cash on delivery online
  • 33. 33 How often you do online shopping ? Frequency Percent Valid Percent Cumulative Percent Once in a week 10 20.0 20.0 20.0 Fortnightly 15 30.0 30.0 50.0 Monthly 5 10.0 10.0 60.0 Occasionally 20 40.0 40.0 100.0 Total 50 100.0 100.0  20% once in a week  30% fort nightly  10% monthly  40% occasionally 20% 30% 10% 40% How often you do online shopping ? Once in a week Fort nightly Monthly Occasionally
  • 34. 34 Do you see/check online ads/mails when you surf the internet? Frequency Percent Valid Percent Cumulative Percent Never 4 8.0 8.0 8.0 Sometimes 12 24.0 24.0 32.0 Depends on ad 16 32.0 32.0 64.0 Often 8 16.0 16.0 80.0 Everytime 10 20.0 20.0 100.0 Total 50 100.0 100.0 By this chart it is concluded that 8 % people never check online ads , 24 % people sometimes checks the online ad , 32 % people depends on ad ,16 % people often checks the ad and 20 % people are those who everytime checks the ad. 8% 24% 32% 16% 20% Do you see /check online ads when you surf the internet ? Never Sometimes Depends on ad Often Everytime
  • 35. 35 You use the internet for ? Frequency Percent Valid Percent Cumulative Percent Chatting and Social Networking 15 30.0 30.0 30.0 E-mail 8 16.0 16.0 46.0 Information 7 14.0 14.0 60.0 Entertainment 4 8.0 8.0 68.0 E-commerce 10 20.0 20.0 88.0 Downloading 6 12.0 12.0 100.0 Total 50 100.0 100.0 By this chart it is concluded that majority of people i.e. 30 % use internet for chatting and social networking , 16 % for E-mail , 14% for information, 8 % for entertainment 20 % people use for e commerce and 12 % use internet for downloading. 30% 16% 14% 8% 20% 12% You use internet for ? Chatting And Social networking E-mail Information Entertainment E-commerce Downloading
  • 36. 36 What mode of advertising influences you to buy any product? Frequency Percent Valid Percent Cumulative Percent Magazines and newspaper 9 18.0 18.0 18.0 Friends and relatives 8 16.0 16.0 34.0 TV Commercial 15 30.0 30.0 64.0 Online advertisements 6 12.0 12.0 76.0 Social Media – Blogs, forums, Social Networking sites 12 24.0 24.0 100.0 Total 50 100.0 100.0 100.0 By this chart it is concluded that only 18 % people are influenced by magazines and newspaper, 16% by friends and relatives, 30% by Tv commercial, 12 % by online advertisements and 24 % people through social media. In the present scenario, Majority of people get attracted through TV commercials and second priority through social media. 18% 16% 30% 12% 24% Which mode of advertisinginfluences you to buy any product ? Magazines and newspaper Friends and relatives Tv commercial Online advertisements Social media
  • 37. 37 How much you use internet a day ? Frequency Percent Valid Percent Cumulative Percent Less than 2 hrs 24 48.0 48.0 48.0 3-4 hrs 12 24.0 24.0 72.0 4-6 hrs 10 20.0 20.0 92.0 6 hrs or more 4 8.0 8.0 100.0 Total 50 100.0 100.0  48% takes less than two hour  24% takes 3-4 hours  20% 4-6 hours  8% more than 6 hours. 48% 24% 20% 8% How often do you use internet every day ? > 2hrs 3-4 hrs 4-6 hrs < 6 hrs
  • 38. 38 Do you think that the face of marketing is transforming in terms of technological and cultural impact? Frequency Percent Valid Percent Cumulative percent Yes 45 90.0 90.0 90.0 No 5 10.0 10.0 100.0 Total 50 100.0 100.0 By this chart , it is concluded that 90% person think that the face of marketing is transforming in terms of technological and cultural impact. 90% 10% . Do you think that the face of marketing is transformingin terms of technological and cultural impact? Yes No
  • 39. 39 I get on time delivery by shopping online Frequency Percent Valid Percent Cumulative Percent Strongly Agree 9 18.0 18.0 18.0 Agree 18 36.0 36.0 54.0 Neutral 10 20.0 20.0 74.0 Disagree 8 16.0 16.0 90.0 Strongly Disagree 5 10.0 10.0 100.0 Total 50 100.0 100.0 By this chart it is concluded that 18% people strongly agree get on time delievery by online shopping, 36% people agree,20 % people are neutral ,16 % people disagree and 10% people are strongly disagree that they do not get on time delievery by shopping online. 18% 36%20% 16% 10% I get on time delievery by shopping online. Strongly Agree Agree Neutral Disagree Strongly Disagree
  • 40. 40 Detail information is easily available while shopping online Frequency Percent Valid Percent Cumulative Percent Strongly Agree 16 32.0 32.0 32.0 Agree 20 40.0 40.0 72.0 Neutral 7 14.0 14.0 86.0 Disagreee 5 10.0 10.0 96.0 Strongly Disagree 2 4.0 4.0 100.0 Total 50 100.0 100.0 By this chart it is concluded that 32% people strongly agree, 40% agree, 14% neutral, 10% disagree and 4 % strongly disagree to get detail information easily available while shopping online. 32% 40% 14% 10% 4% Detail informationis easily available while shopping online Strongly agree Agree Neutral Disagree strongly Disagree
  • 41. 41 Online shopping takes less time to purchase ? Frequency Percent Valid Percent Cumulative Percent Strongly Agree 14 28.0 28.0 28.0 Agree 12 24.0 24.0 52.0 Neutral 8 16.0 16.0 68.0 Disagree 10 20.0 20.0 88.0 Strongly Disagree 6 12.0 12.0 100.0 Total 50 100.0 100.0 By this chart ,it is concluded that 28% people strongly agree, 24% people agree , 16% people are neutral ,20% people disagree and 12% people are disagree that online shopping takes less time to purchase. 28% 24%16% 20% 12% Online shopping takes less time to purchase Strongly Agree Agree Neutral Disagree Strongly Disagree
  • 42. 42 I feel safe and secure while shopping online Frequency Percent Valid Percent Cumulative Percent Strongly Agree 7 14.0 14.0 14.0 Agree 35 70.0 70.0 84.0 Neutral 5 10.0 10.0 94.0 Disagree 2 4.0 4.0 98.0 Strongly Disagree 1 2.0 2.0 100.0 Total 50 100.0 100.0 By this chart , it is concluded that 14% people are strongly agree , 70 % people are agree , 10 % people are neutral and thus feel safe and secure while shopping online , 4% people are disagree and 2% people are strongly disagree and thus do not feel safe and secure while shopping online. 14% 70% 10% 4% 2% I feel safe and secure while shopping online Strongly agree Agree Neutral Disagree Strongly Disagree
  • 43. 43 24*7 hours benefits while shopping online Frequency Percent Valid Percent Cumulative Percent Strongly Agree 20 40.0 40.0 40.0 Agree 12 24.0 24.0 64.0 Neutral 8 16.0 16.0 80.0 Disagree 6 12.0 12.0 92.0 Strongly Disagree 4 8.0 8.0 100.0 Total 50 100.0 100.0 By this chart ,it is concluded that 40% people strongly agree for 24*7 benefits , 24% people agree ,16% people are neutral whereas 12% people are disagree and 8 % people strongly disagree . 40% 24% 16% 12% 8% 24 *7 hrs benefits Strongly Agree Agree Neutral Disagree strongly Disagree
  • 45. 45 FINDINGS  Most of the respondents have a positive attitude about digital marketing as illustrated by their various perceptions about the use of digital marketing . Shopping on internet save time. This relationship shows that for this reason area have a huge potential of the customers who can shop online in future if they get more benefits in that from traditional shopping. It is a great advantage to be able to shop at any time of the day. So as our observation it is a big challenge for online retailers to make customers aware for the benefits of online shopping and to switch them towards online mode of purchasing than traditional ways.Online shopping includes of financial risk. Since a large amount of customer think that online shopping gives financial risk to them so it may become a loop hole for online retailers to reduce this effect they have to take some impressive steps by which customers can easily make online shopping without any fear of financial risk. Online shopping will eventually reduce traditional shopping.Selection of goods available on the interest is very broad. This gives a great advantage to online retailers as they can attract customers by showing their broad range of product that they are unable to find in traditional shopping. Through our research we observe that the description of products showns on the websites are very accurate.. As this percentage is very less so companies have to make some steps so that they can increase faith of customers on their sites Only 20%people are agreeing that online shopping is as secure as traditional shopping .But in this context 30% people are disagree with the statement .
  • 46. 46 SUGGESTIONS Companies using internet advertising should provide unique experience to its customers based on customer analysis to deliver a personalized experience to the customers. Digital marketing is effective in reach and creation of awareness and recommends that the companies should invest more in internet advertising to increase advertising to increase their market share and provide product information. Companies should conduct a market research on the different market in various countries to ensure that the internet advertising initiatives being implemented suits the targeted markets to improve products purchases
  • 48. 48 LIMITATIONS OF THE STUDY The limitations are as follows : 1. Time Limitation. 2. Research has been done only in Ghaziabad. 3. Sample size taken was so small.
  • 50. 50 CONCLUSION Digital marketing is a hot topic especially in these days of instant results.  Customers can order products 24 hours a day wherever they are. They don’t have to sit in traffic, and a parking space, and walk through countless shops to find and examine goods.  Customers can find reams of comparative information about companies, products, competitors and prices without leaving their office or home.  Customers don’t have to face sales people or open themselves up to persuasion and emotional factors; they also don’t have to wait in line.  Companies can quickly add products to their offering and change prices and descriptions.  Online marketers avoid the expense of maintaining a store and the costs of rent, insurance, and utilities. They can produce digital catalogs for much less than the cost of printing and mailing paper catalogs.  Online marketers can dialogue with consumers and learn from them.  Marketers can learn how many people visited their on line site and how many stopped at particular places on the site. This information can help in improving offers and ads. Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. Digital marketing has at least five great advantages. Firstly, both small and large firms can afford it. Second, there is no real limit on advertising space, in contrast to print and broadcast media. Third, information access and retrieval are fast, compared to overnight mail and even fax. Fourth, the site can be visited by anyone from any place in the world. Fifth, shopping can be done privately and swiftly. The digital marketing is a powerful tool for strengthening relationships. By offering customers content and time value, Digital marketing has opened new vistas for marketers. The greatest feature of the digital economy is that it enables the digital marketers to cradicate man traditional barriers before entering new markets.
  • 51. 51 These barriers cvanentering new markets. These barriers include economies of scale and geographic positioning . Ultimately here also the marketers has to realize that nothing sells as well as a good product. But the beauty of the digital market is that it offers constant opportunities for product enhancement based on continuous customer feedback. Companies who have turned their business processes to incorporate these customer response have been able to leverage the power of the web to gain competitive advantage.
  • 53. 53 RECOMMENDATIONS Since the factors ( promotion, attractiveness, believability , and originality ) don’t significantly influence digital marketing intention. And our study also indicates that advertisement doesn’t have an important effect on digital marketing. So its recommended that companies have to focus on security and validity of website because they are widely approved by online customers. It is also seen that attractiveness had the minimum influence on digital marketing intention. And consumers aren’t interested or couldn’t believe any advertisement in the Internet. It seems that the Internet users are overloaded by advertisement spams. So it is recommended that companies have to give their main emphasis security and validity of the website so that they can widely attract the customers of digital marketing.
  • 55. 55 APPENDICES QUESTIONAIRE Here we are showing our questionnaire and list of respondents which we use in our study as follows : Questionaire on How Digital is impacting a marketing strategy in Ghaziabad Dear Respondent, This study is for how digital is impacting marketing strategy in Ghaziabad. We request you to kindly fill the questionnaire,the information provided by you will be used only for the research project report. 1. Did you ever purchase from an online site? ☐Yes ☐No ☐ 2.Ifyes,then what type of product/service did you purchase online? Apparels ☐ Books ☐ Electronic ☐ Fashion Accessories ☐ Kitchen and Home appliances ☐ Sports ☐ Health and fitness ☐ Gifts ☐ Automative☐
  • 56. 56 3.Which online site you use to purchase a product ? Amazon ☐ Flipkart☐ Jabong☐ Myntra☐ Homeshop 18 ☐ Snapdeal☐ None of these ☐ 4. How long it takes to received purchase order ? On time ☐ Sometimes late ☐ Always late ☐ 5. Which payment option do you prefer ? Online ☐ Cash on delievery☐ 6. How often you do online shopping ?
  • 57. 57 Once in a week ☐ Fortnightly ☐ Monthly ☐ Occasionally ☐ 7.Which is the last online ad you remember? Which brand was it? ______________________________________________________________________________ _____________ 8. Name any three online commercials you remember lately 1._______________________________ 2._______________________________ 3. _______________________________ 9. Do you see/check online ads/mails when you surf the internet? ☐ Never ☐ sometimes ☐depends on ad ☐ often ☐every time 10. You use the internet for? (Rank them in order of your preference)
  • 58. 58 ☐Chatting and Social Networking ☐_____ ☐Email ☐_____ ☐Information ☐_____ ☐Entertainment ☐_____ ☐E -Commerce ☐_____ ☐Downloading ☐_____ 11. What mode of advertising influences you to buy any product? ☐Magazines and newspaper ☐Friends and relatives ☐TV Commercial ☐Online advertisements ☐Social Media – Blogs, forums, Social Networking sites 12. How much you use internet a day ? ☐>2 hrs ☐3 -4 hrs ☐4 -6 hrs ☐<6 hrs 13. Do you think that the face of marketing is transforming in terms of technological and cultural impact? Yes ☐ No ☐ Kindly Rank the following attributes based on criteria ( 1= Strongly Agree ; 2= Agree ; 3= Neutral ; 4 = Disagree ; 5 = Strongly Disagree ) S.NO. QUESTIONS STRONGLY AGREE (1) AGREE (2) NEUTRAL (3) DISAGREE (4) STRONGLY DISAGREE (5) 14. I get on time delievery by shopping online 15. Detail information is easily available
  • 59. 59 while shopping online 16. Online shopping takes less time to purchase 17. I feel safe and secure while shopping online 18. 24*7 hours benefits while online shopping 19. If goods are returned the payment refunded easily or not ? ______________________________________________________________________________ ______________________________________________________________________________ __________________ BACKROUND INFORMATION 20.Name : _______________________________ 21. Age Group (yrs): ☐ up to 18 ☐19 to 25 ☐26 to 40 ☐41 to 55 ☐ 55 + 22. Gender: ☐ Male ☐ Female 23..Contact No.: ______________________________ 24 .Occupation :☐ Students ☐ Businessmen ☐ Serviceman 25. Income Level :☐upto Rs.2.5 lac ☐ Rs. 2.5 lac –Rs. 5 lac ☐Rs.5 lac –Rs.7.5 lac☐ Rs.7.5 lac and above THANKS FOR YOUR SUPPORT!!
  • 61. 61 REFERENCES BOOKS Permission Marketing by Seth Godin Epic Content Marketing by Joe Pulizzi Marketing Management by Philip Kotler, Kevin Lane Keller JOURNALS "Definition of digital marketing". Financial Times.Retrieved 22 August 2015. What influence "Digital Marketing". Techopedia.Retrieved 22 August 2015. Clark, Dorie (11 November 2012), The End of the Expert: Why No One in Marketing Knows What They're Doing, Forbes, archived from the original on 4 November 2013. "Ad agency joins up with AOL for marketing surveys". Retrieved 2015-03-11. Kates, Matthew (17 April 2013), Making digital and traditional marketing work together, Econsultancy, archived from the original on 25 November 2013. "Digital Marketing Communication". iccwbo.org. Retrieved 17 October 2015. eMarketer (25 September 2013), Worldwide Ad Growth Buoyed by Digital, Mobile Adoption, eMarketer, archived from the original on 12 November 2013 "4 Important Digital Marketing Channels You Should Know About". Digital Doughnut.Retrieved 17 October 2015 .