Project onAwareness about Digital Marketing In

The IndustriesFor

Industry Guide Faculty Guide

Ronak Mehta Prof. Anirudhha Tambe

Sales Manager

SMIT Digital Marketing Experts Pvt Ltd.

Company Profile:-Name:- SMIT Digital Marketing Experts Pvt. Ltd.Sector:- Service Industries (I.T)Owner:- Amish Shah

“Sales Marketing and Information Technology ”Established:- 29th Aug. 2011

Company Profile:-

Services:- SEO PPC Social Media Net-Working E-mail/E-newsletter E-coupon/E-certificate Demos

Digital MarketingDigital 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 

Objective of Study1) Primary Objectives: To identify awareness about digital marketing in the industries. To identify opportunities of digital marketing in the industries.

2) Secondary Objectives: To study profiles of digital marketing facilities used by industries. To study the reasons why industries are not using digital marketing

facilities for their business expansions. To study which are the most industries are using digital marketing

facilities like, Pharmaceuticals, Manufacturing, Service, Hotels, Jewelry shops.

To studies which facilities are most useful in the industries like, SEO, PPC, E-mail Marketing, Social Media Marketing and Forums/Blogs.

Research Methodology

3.1 Research Design

In this study, a descriptive research has been chosen.

3.2 Sources of data

1) Primary Data

The primary data has been collected with the help of personal survey by using questionnaire.

2) Secondary Data

The secondary data has been collected through following sources: Annual Reports of SMIT Digital Marketing Past Survey Data Data through Internet source

Research Methodology 3.3 Data Collection Method Personal survey has been used to collect the data through structured

questionnaire. 3.4 Sampling Method Convenience sampling method has been used to select the samples. 3.5 Sample Size Sample of 300 respondents has been taken from different areas in

the Ahmedabad City. 3.6 Sampling frame Professional Decision Makers respondents from the Industries

Data Analysis and Hypothesis Result of how many companies currently spending their budget

for Digital Marketing activities in Ahmedabad.

35.7

64.3

N%

YesNo

Reasons for not undertaking Web Marketing Activities in Ahmedabad

Reason N% Mean S.D T-Value P-ValueNot an effective tool for sales 22.27 2.61 1.173 30.873 0.00

Budget Constraints 10.36 2.99 1.195 34.769 0.00Lack of internal resources 12.43 3.38 1.446 32.499 0.00Looking for good vendor 6.21 3.75 1.178 44.169 0.00

Do not need D.M 48.7 2.27 1.542 20.495 0.00100

22.27

10.36

12.436.21

48.7

N% Not effective tool

Budget Constraints

Lack of internal

Looking for good vendor

Do not need D.M

Companies using tools for Web Marketing Activities in Ahmedabad

Services N% Mean S.D T-value P-ValueSEO 59.81 1.79 1.325 13.937 0.00PPC 3.73 3.67 1.344 28.263 0.00

Social Media Marketing 12.14 3.52 1.501 24.288 0.00Forums/Blogs 8.41 4.00 1.511 27.384 0.00

Email 12.14 3.09 1.575 20.312 0.00Not Yet 3.73 4.91 1.285 39.493 0.00

100

SEO PPC Social Media Mktg

Forums/Blogs

Email Not Yet0

20

40

60

N%

N%

How long companies are using Digital Marketing in Ahmedabad

2.8

15.88

34.57

46.72

N%

Less than 6 months6-12 months1-2 YearsGreater than 2 years

Result of companies managing Digital Marketing activity

40.18

44.85

14.95

N%

InternalExternalBoth

Main objectives behind for using Digital Marketing activities in Ahmedabad

Main Objectives N% Mean S.D T-Value P-ValueIncrease Visibility and Brand

Awareness33.64 2.73 1.851 15.251 0.00

Customer Engagement 27.1 2.98 1.913 16.120 0.00Measurable Result 0 4.63 1.508 31.733 0.00

Social/Business Network 1.07 4.62 1.546 30.894 0.00Higher ROI 11.21 4.90 1.858 27.267 0.00Drive Sales 18.69 2.92 1.689 17.862 0.00

Competitive Advantage 7.47 5.32 1.805 30.482 0.00100

33.64

27.1

1.07

11.21

18.69

7.47

N% Increase Visibility and Brand Awreness

Customer Engagement

Mesurable Result

Social/Business Network

Higher ROI

Drive Sales

Competitive Advantage

Companies spending their approximate budget for Digital Marketing activities in Ahmedabad

0-5% 5-10% 10-15% 15-25% >25%0

10

20

30

40

50

60

N%

N%

Major reasons for not doing Digital Marketing activities in Ahmedabad

Major Reasons N% Mean S.D T-Value P-Value

Budget Constraints 26.94 2.81 1.702 22.928 0.00Lack of Awareness 41.45 2.47 1.578 21.715 0.00

Complexity in Measuring ROI 3.1 4.00 1.418 39.192 0.00Performance of External Agency 6.73 3.49 1.370 35.368 0.00

Co-ordination with Agency 14.5 3.40 1.494 31.616 0.00Not Extremely Necessary 7.25 4.84 1.571 42.788 0.00

100

26.94

41.45

3.1

6.73

14.5 7.25 N% Budget Constraints

Lack of Awareness

Complexity in Measuring ROI

Performance of External Agency

Co-ordination with Agency

Not Extremely Necessary

Key Factors if companies using Digital Marketing through External Agencies in Ahmedabad

Key Factors for External Agencies

N% Mean S.D T-Value P-Value

Cost 27.7 2.43 1.269 33.125 0.00Service Portfolio 39 2.12 1.166 31.544 0.00

Ref. of Colleagues/Friends 2 4.78 1.090 76.044 0.00Company's portfolio 25 2.48 1.203 35.653 0.00pay-per performance 1 4.77 1.434 57.667 0.00

company's market share 5.3 4.39 1.269 59.895 0.00100

27.7

39

2

25

15.3N% Cost

Service Porfolio

Ref. of Colleagues/FriendsCompnay's portfolio

pay-per performance

company's market share

Digital marketing activities give better ROI compared to any other Traditional marketing activities in Ahmedabad

32

54.3

13.7

N%

YesNoNot Sure

Digital Marketing reduces need for other Traditional Marketing like Print, Radio, TV or Outdoors in Ahmedabad

Stric

tly

Less

Stri

ctly

Mod

erat

ely

Less

Mod

erat

ely

Not S

ure

.0

10.0

20.0

30.0

N%

N%

Findings:- 64.3% respondents had provided data that they are not

spending budget for digital marketing. It means that around 2/3 businesses are unaware about this developing concept of marketing activity. 

22.7% respondents who are not using digital marketing, they felt that Digital Marketing is not an effective tool for selling their products and services especially in manufacturing industries.

41.45% respondents in the industries who are running their businesses since last 2 decades did not have knowledge about Digital Marketing. Even though, they are still following rigid traditional marketing.  

Findings:- 26.94% respondents gave budget constraints is the major reason for not

using Digital Marketing but in real scenario it is very beneficial in cost comparatively in Traditional Marketing like, Outdoor marketing. News Papers, T.V ads etc. 

107 out of 300 respondents are using Digital Marketing activity in which 59.21% are using SEO services and 12.14% are using E-Mail marketing as a tool of Digital Marketing.

33.64% respondents had the main objective to increase visibility and brand awareness. Moreover, 27.1% respondents had the main objective to increase in customers. Whereas 11.21% respondents had the main objective to increase in sales.

One of the important finding from the research was that the companies which are old and already they have their own brand name in the market that’s way they do not need digital marketing.

Suggestions:-

Many industries don’t have basic idea about web marketing they think that company’s web-site is called digital marketing. So to make aware the people SMIT should start campaign or events about digital marketing.

Many industries preferred SEO and E-Mail marketing tools for digital marketing. According to me SMIT should start spreading news about others tools like, PPC, Forums/Blogs etc.

Many manufacturing industries felt that Digital Marketing is too costly, but in real scenario it is very beneficial. So, SMIT so should make differentiate cost between traditional marketing and digital marketing during their seminars.

SMIT should spread the news about digital marketing how it is an effective tool for sales.

Conclusion:- By analyzing the data collected from the survey, it was

observed that most of the companies do not require digital marketing because of their fix clients.

  SEO is the most preferable tool for Digital Marketing.

Email and Social media Marketing is second most preferable Marketing tool in the industry.

  E-mail marketing offering price is very competitive. So most

of the companies price quotation are on the average range and very similar. The real differentiators are the service offerings and access to Email address list with demographic details.

BIBLIOGRAPHY

http://www.mainstreammarketing.ca/traditional-marketing

http://en.wikipedia.org/wiki/Marketing

http://www.digital-media-lab.com/research_internet_marketing_objectives.html

http://www.neolane.com/usa/resources/industry-news/articles/social-marketers-expect-to-increase-facebook-spend-in-next-12-months

http://www.neolane.com/usa/resources/industry-news/articles/lead-generation-number-one-goal-of-b2b-content-marketing

http://www.technologyreview.com/news/421471/executive-summary-of-our-special-report-on-digital-marketing

Fusionswim.com

http://www.smitdigitalmarketing.com

REFERENCES

Book: Kotler Philip, Keller Kevin Lane, Koshy Abraham, Jha Mithileshwar Marketing Management A south Asian Perspective 13-Edition (Pearson publication)

Chapter-1 defining marketing for the 21st century (page-6, 24)

Chapter-19 Managing personal communication (page-520, 529, 530, 535)

Chapter-21 tapping into global markets (page 594)

Chapter-22 Managing a holistic marketing organization for the long term (page 630)

Thank You