SUBMITTED SUMMER TRAINING REPORT TOWARDS THE PARTIAL

FULFILMENT
OF
Bachelors of Commerce (Hons.)

SUMMER TRAINING PROJECT REPORT ON

STUDY OF UNDERSTANDING OF CONSUMER BEHAVIOUR
TOWARDS DIGITAL MARKETING
SUBMITTED BY: NEERAJ GARKOTI
Class B.COM(HONS) : 5th Sem, 1st Shift
ENROLLMENT NO: 0202688817
Batch:- 2017-2020

INTERNAL GUIDE EXTERNAL GUIDE

Name : Ms. Upasana Gutt Name: Anuj Gupta
Designation: Assistant Professor Designation: Director

Trinity Institute of Professional Studies

Affiliated to Guru Gobind Singh Indraprastha University
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work on “STUDY OF UNDERSTANDING OF CONSUMER

BEHAVIOUR TOWARDS DIGITAL MARKETING” made by NEERAJ GARKOTI, B.COM(H), V
semester, Enrollment no: 0202688817 is an authentic work carried out by her under guidance and
supervision of Ms. Upasana Gutt.

The project report submitted has been found satisfactory for the partial fulfillment of the degree of
Bachelor of Commerce (Honors).

Internal Supervisor

Ms. Upasana Gutt

 DECLARATION

I hereby declare that the following documented project report on “STUDY OF

UNDERSTANDING OF CONSUMER BEHAVIOUR TOWARDS DIGITAL
MARKETING” is an original and authentic work done by me for the partial fulfillment of
Bachelor of Commerce (Honors) degree program at “TAG INVESTMENT”.

I hereby declare that the entire Endeavour put in the fulfillment of the task and genuine and original
to the best of my knowledge & I have not submitted it earlier elsewhere.

Signature

NEERAJ GARKOTI

0202688817

B.COM (H)

SEMESTER- Vth

SECTION-A

SHIFT- 1st
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who graciously

gave me their time and expertise.

They have provided me with the valuable guidance sustained and friendly approach it would have
been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards my internal project supervisor Mrs. Upasna.
who devoted her precious time to interact, guide and gave me the right approach to accomplish the
task and also helped me to enhance my knowledge and understanding of the project.

Signature

NEERAJ GARKOTI

0202688817

B.COM (H)

SEMESTER- Vth

SECTION-A

SHIFT- 1st
 TABLE OF CONTENT

S.NO PARTICULARS PAGE NO.

1. Chapter-1(Introduction & Literature Review)
➢ Introduction
➢ History
1-28
(Theorical concept about the topic such as
Importance, Type, Rolls, etc.)

2. Chapter-2(Research Objectives & Methodology)

➢ Research Objective of the study
➢ Research Methodology
➢ Research Design
Types of Research Design
➢ Data collection
Sources of Data Collection (Primary & Secondary)
➢ Sampling design 29-33
Sampling Unit
Sample Size
Sampling Area
Sampling Technique
➢ Sampling instrument (Questionnaire)
No. of Questions
Types of Questions

3. Chapter-3 (Analysis & Interpretation) 34-49

➢ Analysis of the problem under study
➢ Interpretation of the result

4. Findings 50
5. Limitations 51
6. Conclusion 52
7. Recommendations 53
8. Bibliography 54
9. Annexures 55-57
 CHAPTER- 1 (INTRODUCTION AND COMPANY PROFILE)

1
Company profile of TAG INVESMENT
TAG Investments (a unit subsidiary of TAG WEALTH ADVISORY SERVICES PVT. LTD.) is
a Wealth Management and Taxation Consultancy Services Firm.

Over the years, TAG Investments has diversified into other businesses and today has the presence
in businesses ranging from financial products network, asset management, real estate, insurance
broking, taxation, global wealth advisory and growing. Our rich experience in financial services,
combined with executional capabilities and strong process & system orientation, has enabled us to
shape a rising growth trajectory in our businesses.
TAG Investments has a strategic partnership with advisory and broking firm(s) with a wide
presence in India and Abroad and we are growing. This ensures our clients get service wherever
they are in India and abroad and it gives us immense confidence in delivering the promise of after
sales service. From a humble beginning, TAG Investments over the years has evolved out to be a
professionally managed, quality conscious and customer focused financial / investment and
insurance advisory & distribution firm.
TAG Investments develops tailored strategies to manage your financial future. Our robust national
network brings together a common focus - a personal interest in meeting all of your investment
and insurance needs as they change throughout your lifetime.

Wealth Management
TAG Investments is client-focused and committed to wealth management As an experienced client
advisor, we know that clients today demand a level of personal service and sustainable investment
performance that can only be provided by the strongest financial organizations.
When you engage with TAG Investments, you:

• become part of an integrated, client-focused financial services firm committed to wealth

management
• receive quality support from our advisor relationships
• have access to exceptional products, services and investment management tools and support
• work with world-class information technology
• team up with talented professionals in a performance-oriented environment
• benefit from high-quality educational investor awareness programs and unique opportunities
to create wealth.
Retail & Corporate
The Company delivers financial products and services to its retail, corporate and institutional
clients.

2
The Company’s retail clients have access to offering, including cash accounts, savings and
retirement solutions, investment fund products, as well as life insurance and advisory services. It
provides financing solutions to its corporate clients, offering access to capital markets (equity and
debt capital) and Portfolio Management Services.

Insurance Broking
As a part of the broking industry in India, we understand that the essence of insurance broking is
customer relationships based on unwavering trust, the kind of trust that assures our customers that
their best interests are always kept in mind. We have consistently demonstrated that the best way
to serve customers is to understand their business and their needs, and then to craft customized
solutions and provide superior customer support – support that is personalized, thorough and
always there when our customers need it.
In addition, we have developed product-specific competencies that allow us to respond to unique
demands and opportunities in specific vertical markets.

We have been involved as insurance consultants for large corporates and have been instrumental
in setting up corporate consultancy. Our consultants and mentors were able to establish and prove
to the corporate world about their expertise and prowess in the areas of insurance.
This expertise does not flow only from the knowledge on insurance and insurance policies, but
more importantly from handling complicated claims situations which requires an understanding of
the client’s business, both technically and commercially. This intimate knowledge which we have
inherited, gives us a definite edge over the others in the community.

Retail & Corporate

The Company delivers insurance products and services to its retail, corporate and institutional
clients.
The Company’s retail clients have access to offering, including life insurance, health insurance,
personal accident, critical illness cover and advisory services. With our expertise ranging from
handling projects from construction, manufacturing to liability deals, we provide a comprehensive
array of property, health, employee benefit, liability, reinsurance and risk management services to
our corporate clients.

Private Equity
TAG Investments along with its Strategic Alliance with various firms in India and overseas is a
consulting partner to the private equity industry.

We advise investors across the entire investment life cycle.

We support our clients across a broad range of objectives:

3
• Deal generation
• Due diligence
• Portfolio value creation
• Exit planning
• Private equity firm strategy and operation and more…
Our Approach

Deal generation: We work alongside investors to develop the right investment thesis and enhance
deal flow by profiling industries, screening targets and devising a plan to approach targets.

Due Diligence: We help investors make better deal decisions by performing due diligence,
assessing performance improvement opportunities and providing a post-acquisition agenda.

Portfolio Value Creation: Immediately post-acquisition, we support the pursuit of rapid returns
by developing strategic blueprints for acquired companies, leading workshops that align
management with strategic priorities and directing focused initiatives. During the ownership phase,
we help increase the value of portfolio companies by supporting revenue enhancement and cost
reduction initiatives and refreshing their value-creation plans. In addition, we support turnarounds
of underperforming, capital-constrained companies with the aim of preserving shareholder equity.

Exit Planning: We help ensure that investors maximize returns by preparing for exit, identifying
the optimal exit strategy, preparing the selling documents and pre-qualifying buyers.

Private equity firm strategy and operations: Working jointly with private equity firms, we help
them to develop their strategy for continued excellence. Topics include asset class and geographic
diversification, fund strategy, sector strategy, fund-raising, organizational design and decision
making, enlisting and retaining top talent and maximizing investment capabilities.

Taxation
TAG Investments in partnership with in house professional Chartered Accountants provides
consultancy services in the field of auditing, taxation, corporate laws, FEMA (Foreign Exchange
Management Act), GST (Goods and Services Tax), accounting solutions, finance, intermediary
for e-filing of income tax returns and management consultancy services.

As a part of the broking industry in India, we understand that the essence of insurance broking is
customer relationships based on unwavering trust, the kind of trust that assures our customers that
their best interests are always kept in mind. We have consistently demonstrated that the best way
to serve customers is to understand their business and their needs, and then to craft customized
solutions and provide superior customer support – support that is personalized, thorough and
always there when our customers need it.

4
In addition, we have developed product-specific competencies that allow us to respond to unique
demands and opportunities in specific vertical markets.

We have been involved as insurance consultants for large corporates and have been instrumental
in setting up corporate consultancy. Our consultants and mentors were able to establish and prove
to the corporate world about their expertise and prowess in the areas of insurance.

This expertise does not flow only from the knowledge on insurance and insurance policies, but
more importantly from handling complicated claims situations which requires an understanding of
the client’s business, both technically and commercially. This intimate knowledge which we have
inherited, gives us a definite edge over the others in the community.

Retail & Corporate

The Company delivers insurance products and services to its retail, corporate and institutional
clients.

The Company’s retail clients have access to offering, including life insurance, health insurance,
personal accident, critical illness cover and advisory services. With our expertise ranging from
handling projects from construction, manufacturing to liability deals, we provide a comprehensive
array of property, health, employee benefit, liability, reinsurance and risk management services to
our corporate clients.

Private Equity

TAG Investments along with its Strategic Alliance with various firms in India and overseas is a
consulting partner to the private equity industry.

We advise investors across the entire investment life cycle.

We support our clients across a broad range of objectives:

• Deal generation
• Due diligence
• Portfolio value creation
• Exit planning
• Private equity firm strategy and operation and more…
Our Approach

Deal generation: We work alongside investors to develop the right investment thesis and enhance
deal flow by profiling industries, screening targets and devising a plan to approach targets.

Due Diligence: We help investors make better deal decisions by performing due diligence,
assessing performance improvement opportunities and providing a post-acquisition agenda.

5
Portfolio Value Creation: Immediately post-acquisition, we support the pursuit of rapid returns
by developing strategic blueprints for acquired companies, leading workshops that align
management with strategic priorities and directing focused initiatives. During the ownership phase,
we help increase the value of portfolio companies by supporting revenue enhancement and cost
reduction initiatives and refreshing their value-creation plans. In addition, we support turnarounds
of underperforming, capital-constrained companies with the aim of preserving shareholder equity.

Exit Planning: We help ensure that investors maximize returns by preparing for exit, identifying
the optimal exit strategy, preparing the selling documents and pre-qualifying buyers.

Private equity firm strategy and operations: Working jointly with private equity firms, we help
them to develop their strategy for continued excellence. Topics include asset class and geographic
diversification, fund strategy, sector strategy, fund-raising, organizational design and decision
making, enlisting and retaining top talent and maximizing investment capabilities.
Taxation

TAG Investments in partnership with in house professional Chartered Accountants provides

consultancy services in the field of auditing, taxation, corporate laws, FEMA (Foreign Exchange
Management Act), GST (Goods and Services Tax), accounting solutions, finance, intermediary
for e-filing of income tax returns and management consultancy services.

6
 Introduction
Customer satisfaction is a crucial goal for most organizations. In order to monitor customer
satisfaction, and to take action for improving it, a number of different methods have been
developed and tested. However, for the purpose of developing tangible applications for results a
number of criteria have to be fulfilled in any such measurement system, not least if the ambition
is to compare and benchmark. This is the spirit in which the research initiative of customer
satisfaction was initiated. Customer satisfaction is addressed as a strategic business development
tool. Customer satisfaction does have a positive effect on an organization’s profitability, satisfied
customers form the foundation of any successful business as customer satisfaction leads to repeat
purchase, brand loyalty, and positive word of mouth. Satisfied customers are most likely to share
their experiences with other people to the order of perhaps five or six people. Equally well,
dissatisfied customers are more likely to tell another ten people of their unfortunate experience.

Customer satisfaction serving to identify this phenomenon among other customer relationship
management propositions;

• Customer satisfaction is a highly variable personal assessment that is greatly influenced by

individual expectations based on their own information, expectations, direct contact and
interaction, and circumstances (time, location and environment).
• Customer satisfaction involves the sum of personal (product and service) experiences driven by its
antecedents.
• Customer satisfaction is most often related to purchase, loyalty and retention behavior with an
effect on an organization’s profitability.
• Customer satisfaction characterizes itself by a high degree of word-of-mouth where satisfied
customers are most likely to share their experiences with other people to the order of perhaps five
or six people. Equally well, dissatisfied customers are more likely to tell another ten people of their
unfortunate experience.

It is important to realize that many customers will not complain and this will differ from one
industry sector to another. In other words, we often are not aware of the extent of satisfaction /
dissatisfaction as long as we do not ask. Customer satisfaction research should be done with
greatest care. Measuring customer satisfaction must be a continuously, consistent, timely, accurate
and reliable process. Organizations need to undertake direct action to avoid serious hindrance of
their business development over the coming years. Organizations will not succeed by simply doing
more of what they are doing now; organizations need to do some things differently to differentiate
themselves. This is where a customer satisfaction approach becomes a powerful strategic business
development tool.

7
Customer Satisfaction and Delight
"Customer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty." "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a positive
experience with the company's goods and services.

2."Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make
further purchases in the future. Much research has focused on the relationship between
customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are
most strongly realized at the extremes."
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return
customers and might even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a customer is
satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This
can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about
it to prospective customers. Willingness to recommend is a key metric relating to customer
satisfaction.

8
Why customer satisfaction is important?

1.A Loyal customer is a treasure you should keep and hide from the world

According to the White House Office of Consumer Affairs, on average, loyal customers are worth

up to 10 times as much as their first purchase. Some research says that it is 6-7 times more

expensive to acquire a new customer than it is to keep a current one.

Banks or mobile providers know it best, so they don’t have any problem with going the extra mile

for a customer who is not quite satisfied and often offer him something special. Not only it is more

expensive but also much more difficult to keep existing and loyal clients (let alone keeping them

fully satisfied and happy!) than to gain some new ones.

Take this rule into account while organizing your customer service processes and do your best to

look after them.

2.They can stop being your clients in a heartbeat

Is not rocket science, nowadays clients easily switch their love brands. It is often caused by terrible

customer service. Clients waiting for ages to get feedback or comment from a brand?

Unacceptable! But it still happens. And gaining clients’ trust takes up to 12 positive experiences

to make up for one unresolved negative experience.

You can’t gain customers’ satisfaction forever, you need to look after them all the time. Try to talk

to them, instead of to them. Ask questions, offer constant support, send personalized messages or

9
offers, use dedicated customer satisfaction software or any other technique that will help you

communicate with your customers and collect insights.

Take care of each and every one of your clients’ need and you’ll be rewarded with their gratitude

and loyalty. Sounds like a good deal, doesn’t it? Brands often take their audience for granted, and

they’ve never been so wrong – one decision, or lack of it, can result in losing a lot of clients and

their respect.

That’s why measuring clients’ satisfaction is so important.

3.It’s (all) about the money, too

It shouldn’t be surprising, but customer satisfaction is also reflected in your revenue. Customers’

opinion and feelings about the brand can affect, in both positive and negative way, the essential

metrics – such as the number mentions and repeated transactions, and also customer lifetime value

or customer churn.

Happy customers won’t look at your competitors offers – they will happily interact with your brand

again, make a purchase and recommend the product further. If you meet all of their requirements

and answer their needs while delivering the best quality of your services, they will be fully

satisfied. Not to mention your brand will increase sales revenue! Measuring customer satisfaction

should become your daily habit – not something you do from time to time and only if you’re about

to face crisis management. If you don’t know how to do it right, you can take a look at our guide

to measuring customer satisfaction to make things easier.

10
4. Customer satisfaction is a factor that helps you stand out of the competition

Your competitive rivals are just waiting for you to make a wrong move. What is more, they can

often play the role of an instigator. Being prepared for their provocations is not enough if you don’t

know how to deal with the negative backlash.

However, if you provide your customers with amazing customer service, you will gain arguments

to convince those uncertain of your services.

5. Great customer experience can take your brand place

The importance of customer satisfaction should never be neglected. You should consider it

especially while planning your marketing and positioning campaigns. Satisfied customers are more

likely to share your content across social media.

They will also more keenly interact with your posts, leaving some delightful and admirable

comments. Later you can use it as the source for case studies and success stories. Being an example

of a company that provides a ravishing customer satisfaction? Every brand should aim for it.

Final thought

Providing great customer service will satisfy both you and your targets. They get proper service,

you get a proper revenue and everyone is happy. As simple as that. Think, is there something more

you can do to better treat your audience? That’s why you should never forget the importance of

customer satisfaction.

11
It’s high time to face the truth – your brand can always do better!

Customer delight

Customer delight is surprising a customer by exceeding his or her expectations and thus creating
a positive emotional reaction. This emotional reaction leads to word of mouth. Customer delight
directly affects sales and profitability of a company as it helps to distinguish the company and its
products and services from the competition. In the past customer satisfaction has been seen as
a key performance indicator. Customer satisfaction measures the extent to which the expectations
of a customer are met (compared to expectations being exceeded). However, it has been discovered
that mere customer satisfaction does not create brand loyalty nor does it encourage positive word
of mouth.
Customer delight can be created by the product itself, by accompanied standard services and by
interaction with people at the front line. The interaction is the greatest source of opportunities to
create delight as it can be personalized and tailored to the specific needs and wishes of the
customer. During contacts with touch points in the company, more than just customer service can
be delivered. The person at the front line can surprise by showing a sincere personal interest in the
customer, offer small attentions that might please or find a solution specific to particular needs.
Those front-line employees are able to develop a relationship between the customer and the brand.
Elements in creating motivated staff are: recruiting the right people, motivating them continuously
and leading them in a clear way.

Purpose of Customer Delight

There are three objectives when implementing Customer Delight:

1. Make customers loyal. As described by Sewell, that finding new customers costs 4 to 9
times more time and money than reselling to an existing client. It is thus commercially
intelligent to retain as many clients as possible.
2. Have customers that are more profitable. Average delighted customers spend more with
less hassle. As can be seen with the list of Van Setten, when all other elements are correct,
clients accord less importance to price (as long as their perception of price remains
reasonable).
3. Have clients talk positively about your product, brand or shop, the so-called word of mouth.
In a world of informed customers, 92% of customers consider word of mouth as the most
reliable source of information.[9] Delighted clients can be a valuable source
of advertisement for a company.

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CUSTOMER ANALYSIS- CONSUMPTION AND POST PURCHASE
BEHAVIOUR

Consumer decision making involves a continuous flow of interactions between environmental

factors and behavioral actions.
The process of consumer decision making involves pre-purchase information and post-purchase
outcomes.

Pre-Purchase Behavior
When a consumer realizes the needs, he goes for an information search. He does the same, so that
he can make the right decision. He gathers the information about the following −

• Product Brands
• Products Variations
• Product Quality
• Product Alternatives.
The consumer can gather information about a product depending on his age, gender, education
and product’s price, risk and acceptance.

13
Types of Search Activities
The information search activity can be classified into various types such as the following −

Specific
Specific kind of activities are directly related to the problem. These kinds of requirements need
immediate assistance.

Ongoing
Consumers go on with their research for a particular period of time if they decide or if they want
to buy a particular product. Ongoing activities basically show the work in progress.

Incidental
Now, anything that we observe incidentally or just accidentally or naturally comes under
incidental research. Such information can be observed in our daily routine lives.
Following are the information sources available −
The information sources are of two types which are listed under
• Internal Sources − Internal sources includes the consumer himself. Here he himself
recalls the information that is stored in his memory and uses his experiences.
• External Sources − External sources of information include all sorts of interpersonal
communication with the external environment such as friends, family, marketing people,
through advertisements, etc.

Post-Purchase Behavior
All the activities and experiences that follow purchase are included in the post purchase behavior.
Usually, after making a purchase, consumers experience post-purchase dissonance. They
sometimes regret their decisions made. It mainly occurs due to a large number of alternatives
available, good performance of alternatives or attractiveness of alternatives, etc.
The marketers sometimes need to assure the consumer that the choice made by them is the right
one. The seller can mention or even highlight the important features or attributes and benefits of
the product to address and solve their concerns if any.
A high level of post-purchase dissonance is negatively related to the level of satisfaction which
the consumer draws out of product usage. To reduce post-purchase dissonance, consumers may
sometimes even return or exchange the product.

14
The 7 P’s of Services
Services are very different from products. So the marketing concepts need to be revisited while
marketing a service. Services can range from financial services provided by the banks, technology
services provided by the IT company, food and ambiance as a service provided by restaurants or
even a blog where an author provides a service (information presentation, interesting reading etc)
to his audience. Services marketing are dominated by the 7 Ps of marketing namely Product,
Price, Place, Promotion, People, Process and Physical evidence. The 7 P framework is one of the
most popular framework for deciding a marketing strategy, right from strategy formulation to
actual implementation.

15
The following form the marketing mix for services marketing, the first 4 P’s being the core and
the next 3 P’s being the extended marketing mix.

Product is your core offering. This is “the thing” that will fulfill the needs of your customer. If
your product is faulty, every thing else fails. The attributes of the product, vis-a-vis the attributes
offered by competing products and substitutes, are important in estimating the competitive
scenario for the marketing strategy formulation.

Price has a lot of impact on the service buyer’s satisfaction level. Often, paying a higher price
makes a customer more satisfied. Price is often considered a proxy for quality and vice-versa.
What is important to note that services being all the more intangible, the price becomes an
important factor for the actual service consumption to happen, after service awareness and service
acknowledgement.

Place often offers a different side of value (utility) to the customer. Who would want to travel 10
miles to have a regular dinner, even if that is priced very competitively and has a super quality?
Services are often chosen for their place utility. Closer to the customer means higher probability
of purchase. Place utility is important to evaluate, for strategizing on the other 6 Ps.

Promotion plays a role in the perception the possible target audience may have about your service.
There has to be a fit between the promotion and the positioning. Promotion leads to service (brand)
recognition and further establishes a proxy to evaluate quality of services based by potential
customers. Many different promotional tools are often used like internet advertisement, special
events, endorsements which happen out of the store or in-store merchandising like branded boxes
from Custom Boxes Now, plastic dump bins and digital signage.

People are crucial in service delivery. The best food may not seem equally palatable if the waitress
is in a sour mood. A smile always helps. Intensive training for your human resources on how to
handle customers and how to deal with contingencies, is crucial for your success.

Processes are important to deliver a quality service. Services being intangible, processes become
all the more crucial to ensure standards are met with. Process mapping ensures that your service is
perceived as being dependable by your target segment.

Physical evidence affects the customer’s satisfaction. Often, services being intangible, customers
depend on other cues to judge the offering. This is where physical evidence plays a part. Would
you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear
a stained apron? Surely you would evaluate the quality of your experience through proxies such
as these.

16
Services marketing is that elusive concept which stays incomplete without a thorough
understanding of 7 Ps. These form the critical success factors for any service as evaluated by a
possible customer.

To understand the importance of digital marketing to the future of marketing in any business, it’s
helpful to think about what audience interactions we need to understand and manage. Digital
marketing today is about many more types of audience interaction than website or email... It
involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to
the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds
define the opportunities for consumers to interact with brands and for businesses to reach and learn
from their audiences in different ways:

1. Digital devices – audiences experience brands as they interact with business websites and
mobile apps typically through a combination of connected devices including smartphones,
tablets, desktop computers, TVs and gaming devices.

2. Digital platforms – most interactions on these devices are through a browser or apps from
the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube),
Twitter and LinkedIn.

3. Digital media – different paid, owned and earned communications channels for reaching
and engaging audiences including advertising, email and messaging, search engines and social
networks.

4. Digital data – the insight businesses collect about their audience profiles and their
interactions with businesses, which now needs to be protected by law in most countries.

5. Digital technology – the marketing technology or mar tech stack that businesses use to
create interactive experiences from websites and mobile apps to in-store kiosks and email
campaigns.

17
 Defining digital marketing

The use of the Internet and other digital media and technology to support ‘modern marketing’ has
given rise to a bewildering range of labels and jargon created by both academics and professionals.
It has been called digital marketing, Internet marketing, e-marketing and web marketing and these
alternative terms have varied through time.

Digital Marketing is the term most frequently used today, as we can see from these digital
marketing definitions, so that is the term we focus on.

Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be
useful to pin down exactly what digital means through a definition. Do definitions matter? We
think they do, since particularly within an organization or between a business and its clients we
need clarity to support the goals and activities that support Digital Transformation. As we'll see,
many of the other definitions are misleading.

Boiled down to its simplest form, digital marketing is defined in my book Digital Marketing:
Strategy, Implementation and Practice as simply:

"Achieving marketing objectives through applying digital technologies and media."

I expand on this definition of digital marketing to explain that, in practice, digital marketing
includes managing different forms of online company presence and presences such as company
websites, mobile apps, and social media company pages. This is in conjunction with online
communications techniques including the likes of search engine marketing, social media
marketing, online advertising, e-mail marketing and partnership arrangements with other websites.

These techniques are used to support the objectives of acquiring new customers and providing
services to existing customers that help develop the customer relationship through E-CRM and
marketing automation. However, for digital marketing to be successful, there is still a necessity
for integration of these techniques with traditional media such as print, TV and direct mail as part
of multichannel marketing communications.

If we look at these other definitions of digital marketing such as this definition of digital marketing
from SAS: What is Digital Marketing and Why does it matter? or this alternative definition of
digital marketing from Wikipedia we can see that often there is a focus on promoting of products
and services using digital media rather than a more holistic definition covering customer
experiences, relationship development and stressing the importance of multichannel integration.
So for us, the scope of the term should include activities across the customer lifecycle:

18
• Digital media and communications channels

• Digital and mobile experiences such as web design and mobile apps

• Prospect and customer relationship management through marketing automation

• Digital strategy and integrating multichannel communications and experiences

• Digital technologies and platforms to manage all digital marketing activities

The role of digital platforms in supporting integrated multichannel marketing is an important

component part of digital marketing, yet is often overlooked. In many ways, this highlights how
important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments.

Digital Marketing

“Innovation needs to be part of your culture. Consumers are transforming faster than we
are, and if we don’t catch up, we’re in trouble.”- By Ian Schafer
Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and other
websites to connect with current and prospective customers.

While traditional marketing might exist in print ads, phone communication, or physical marketing,
digital marketing can occur electronically and online. This means that there are a number of endless
possibilities for brands including email, video, social media, or website-based marketing
opportunities.

Because digital marketing has so many options and strategies associated with it, you can get
creative and experiment with a variety of marketing tactics on a budget. With digital marketing,
you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns
more than you could with a traditional promotional content -- such as a billboard or print ad.

Digital marketing is defined by the use of numerous digital tactics and channels to connect with
customers where they spend much of their time: online. From the website itself to a business's
online branding assets -- digital advertising, email marketing, online brochures, and beyond --
there's a spectrum of tactics that fall under the umbrella of "digital marketing."

19
The best digital marketers have a clear picture of how each digital marketing campaign supports
their overarching goals. And depending on the goals of their marketing strategy, marketers can
support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads
from a new e book the business recently created. The company's social media marketer might
then help promote these blog posts through paid and organic posts on the business's social media
accounts. Perhaps the email marketer creates an email campaign to send those who download the
e book more information on the company. We'll talk more about these specific digital marketers
in a minute.
With the continuous increase in the reach of internet all over the world, there has been an incredible
shift in the style of marketing. The companies have started making an online presence felt. They
have started to get engaged with customers directly with the help of this digital platform. The
growing need of Digital Marketing has never been felt so much as it is now.

This section of the blog site deals in providing in depth understanding of digital marketing and its
various aspects. Each and every concept of digital marketing will be covered in the blogs from the
bloggers point of view.

The future of digital marketing is looking very bright. The trends of it are always
changing with the emergence of better tools. All aspects of digital marketing are
interrelated. Marketers should always try and correct each aspect of it.

The different aspects of digital marketing being covered in this section will include:

Email Marketing ; – Search Engine Marketing ; – Search Engine Optimization ;

– Web Analytics ;- Affiliate Marketing ; – Social Media Marketing

The blog posts will help an individual get an in depth analysis of what exactly works in their
marketing campaign. It will help you analyze how you can start you marketing campaign. We have
also introduced certain posts which will help you to analyze the mistakes that can be corrected.
More of this on SEO front will help the readers to improve their website and their rankings.

It will also cover various case studies and interviews of individuals of different spheres who have
made an impact in their field. We hope to strike the right tune to satisfy your needs and make even
a layman have their online presence. The interviews of various digital marketing experts and their
experience will prove to be very useful. The details of guest bloggers and speakers will be also
provided so that readers can contact them directly.

20
 How Digital Marketing transform business?

Marketing operations is certainly not the best part of marketing, but it is becoming the most
important one. With businesses unable to keep pace with evolving consumer behavior and the
marketing landscape, the pressure is on to put marketing operations—skilled people, efficient
processes, and supportive technology—in a position to enable brands to not just connect with
customers but also shape their interactions.

Five steps to bring marketing operations into the digital era

Digital marketing operations involves the application of capabilities, processes, structures, and
technologies to cost-effectively exploit and scale the interactivity, targeting, personalization, and
optimization of digital channels. As the example of the consumer-products company shows,
marketing operations has a critical role in driving bottom-line growth. That capability directly
enables the speed, agility, iterative development, experimentation, and responsiveness that
successful companies need to react to and shape the marketplace.

Marketers are aware of what needs to be done, and many are taking action. But that often boils
down to implementing new technology platforms, adding head count, or increasing digital
allocations within the marketing-spending mix. While these are important steps, they won’t solve
the challenge. Fundamentally, modern marketing operations calls for the thoughtful, deliberate
development of new processes, coordination, and governance. We’ve identified five attributes of
effective marketing operations (exhibit)

21
1. Truly understanding customers

Like any meaningful relationship, getting to know your customers well is a commitment. Tracking,
analyzing, and interpreting customer behavior and attitudes should be an ongoing, often moment-
to-moment undertaking that is critical not only to targeting and shaping relevant content and
experiences but also to optimizing how they’re delivered—an important capability, given that
during the buying process consumers add an average of 1.7 brands to those they are
considering. This requires a wide range of data and sophisticated tools to analyze specific customer
segments and their behavior to spot opportunities and predict future actions. Companies should
map detailed customer decision journeys for their most valuable segments, using technologies such
as Click Fox, which track customers across channels to not only determine their cross-channel
behavior but also isolate those moments where companies can influence the journey.

Feeding these insights into marketing operations requires processes and teams that focus on
collecting and making sense of the data, as well as quickly delivering the analysis in a digestible
form to the right decision makers—often continuously. Scaling this capability means organizations
need to automate processes that don’t require human intervention, for example, personalizing web
pages, delivering e-mail, or generating dashboards for managers to track customer behavior.

Most companies are only at the beginning of creating comprehensive customer-insights programs.
While establishing “war rooms” to monitor and react to social-media conversations is a good
example of how companies are moving in that direction, what’s needed are organizations that
integrate and make sense of all sources of customer insights. One global hotel chain, for example,
has combined its customer-research group and marketing-analytics group in an effort to better
understand its customers—specifically, those who engage with their marketing, stay in their
different hotels, and spend their money once there. These two groups have been combined into
one insights team that reports directly to the chief marketing officer.

2. Delivering a superior experience

What happens when customers have a bad experience? They stop doing business with a company.
And a souring of the customer experience can take place at any point, which is why getting the
consumer journey right requires getting everything right. Meeting customer expectations calls for
mapping out each of the steps that define the entire customer experience, highlighting not only the
technologies and processes needed to enable a smooth journey but also the various functions across
the organization that must coordinate to deliver it.

Marketing, sales, support, service, and operations play key roles in many customer journeys, of
course. But there are other functions that are critical as well, such as order management and
fulfillment. Those are not typically top of mind for marketers, but the experiences enabled by these
back-end systems are instrumental to the way a customer perceives a brand’s ability to deliver on
expectations.

22
Consider the technology and operations required for L’Oréal’s Makeup Genius app, which uses
webcams to enable customers to virtually try on different shades and styles of makeup. To the
customer, it is an easy, seamless, and enjoyable experience. But it is enabled by complex
technology that involves coding dozens of makeup shades, matching them to a near infinite variety
of skin tones, and collecting data on which types of customers try on which shades, then tracking
their satisfaction levels after purchase—all of which are analyzed to further refine the matching
process and improve the customer experience.

This two-way flow of information is an important aspect of modern marketing operations. As an

experience is delivered to the customer, there needs to be a system to capture how that shopper
responds and feeds that information back into the organization, which then adjusts its offer or
message accordingly. And this feedback loop is not just about optimizing the customer experience.
It also helps decision makers adjust campaign spending based on trends and opportunities, for
example, or direct salespeople to stores where product inventory is low. We’ve found that best-in-
class companies reallocate up to 80 percent of digital-campaign budgets during a campaign.

3. Selecting the right marketing technology

Delivering on omni channel customer experiences requires marketing technology that can
automate processes, personalize interactions, and coordinate actions. Marketing technologists, in
particular, have a critical role in navigating the ecosystem of more than 2,000 marketing-
technology providers to create solutions that deliver the most effective customer experiences. They
effectively act as a bridge between the customer experience and marketing operations.

An important element of managing a capable marketing-operations function is building a system

that has the flexibility to work with large platforms that are becoming more dominant, such as
Adobe or Oracle, as well as point solutions that are constantly introducing innovations. That
requires developing a thoughtful application-programming-interface strategy to make sure your
system has enough flexibility to hook into both current and emerging technologies, which will
only become more important as the Internet of Things moves mainstream.

Yet the “best” marketing technology isn’t necessarily what’s best for an organization. For example,
an overriding consideration may be how well a particular solution integrates with legacy systems
or how well it meets specific requirements. One global technology original-equipment
manufacturer, for instance, set out to create a personalized content-delivery system across all touch
points. Beginning with a clear vision of its ideal customer-delivery needs, it defined key
performance indicators, outputs, and levels of personalization, and then it set out to assemble the
technology that could do it. But it also needed a solution that could play nicely with the company’s
many legacy systems and would also be easy for a large group of global marketers to implement
and manage day to day. The company wound up combining off-the-shelf data, content, and
analytics platforms with a personalization engine.

23
4. Implementing processes and governance

Technology enables the customer experience, but it requires people, processes, and governance to
ensure technology does what it’s supposed to do. The failure to establish guidelines for how
business units might pilot new technologies, how data will be shared across the organization, or
which capabilities will be managed in-house versus by external agencies and partners could result
in a patchwork of efforts across the enterprise that sow confusion and hamper attempts to scale.

To address this challenge, one global consumer-packaged-goods company rethought its entire
approach to bringing a new product to market, beginning with a complete overhaul of the
marketing brief. The existing briefing process was not standardized, which resulted in varying
levels of input, lack of clarity around the insights that were driving the campaign, loose definitions
of the goals of the campaign, and inconsistencies regarding the specific role of each agency, as
well as that of the internal team. As would be expected, much time was wasted as both the briefs
and campaign development underwent multiple iterations.

The new approach required every agency involved in the product launch to participate in the
creation of the briefs. Having everyone at the table formalized responsibilities, while aligning roles
and resources ahead of time helped to mitigate the “land grabs” that can occur among competing
agencies. In addition, bringing everyone together at the beginning made for stronger briefs, as it
generated healthy debate on such key issues as which agencies would take the lead in the launch,
which key performance indicators should be measured, and how and where to incorporate
feedback loops that would allow teams to tweak and iterate after launch. The new approach paid
off: the time spent writing a marketing brief and rolling out a new product dropped from four
months to just one.

Establishing such clarity up front requires the client to be a strong orchestrator and the agencies to
stick to their defined roles. Rather than being restrictive, this level of governance can enhance
creativity, as it frees people to focus on their responsibilities instead of wasting time and energy
jockeying for position with other agencies.

5. Using the best metrics to drive success

Technology is now catching up to the holy grail of marketing: the ability to monitor, track, and
manage the effectiveness of marketing investments. Measures of marketing effectiveness need to
move beyond what has often been limited to a narrow set of metrics. As companies become more
customer-centric, for example, metrics should focus on customer activity rather than simply
product or regional activity, as is often the case. Metrics should also reinforce new behaviors and
processes, such as how fast a product is launched or how quickly lessons from the field can
successfully be integrated into the next marketing offer.

To be most effective, however, metrics need to deliver insights quickly—often in real time—so
the business can actually act. They need to be delivered in a way that is easy for decision makers

24
to understand, and they need to be forward looking to identify future opportunities rather than
focus on reporting what has already happened.

Understanding Marketing Analytics

Marketing analytics is the practice of measuring, managing and analyzing marketing
performance to maximize its effectiveness and optimize return on investment (ROI).
Understanding marketing analytics allows marketers to be more efficient at their jobs and
minimize wasted web marketing dollars.

Beyond the obvious sales and lead generation applications, marketing analytics can offer profound
insights into customer preferences and trends. Despite these compelling benefits, a majority of
organizations fail to ever realize the promises of marketing analytics. According to a survey of
senior marketing executives published in the Harvard Business Review, "more than 80% of
respondents were dissatisfied with their ability to measure marketing ROI.

What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation through all the
digital channels -- both free and paid -- that are at a company's disposal. These channels include
social media, the company's own website, search engine rankings, email, display advertising, and
the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each
channel so they can properly measure the company's performance across each one. A digital
marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that
traffic coming from website visitors who found a page of the business's website via a Google
search.

Digital marketing is carried out across many marketing roles today. In small companies, one
generalist might own many of the digital marketing tactics described above at the same time. In
larger companies, these tactics have multiple specialists that each focus on just one or two of the
brand's digital channels.

Here are some examples of these specialists:

SEO Manager

In short, SEO managers get the business to rank on Google. Using a variety of approaches to search
engine optimization, this person might work directly with content creators to ensure the content
they produce performs well on Google -- even if the company also posts this content on social
media.

25
Content Marketing Specialist

Content marketing specialists are the digital content creators. They frequently keep track of the
company's blogging calendar, and come up with a content strategy that includes video as well.
These professionals often work with people in other departments to ensure the products and
campaigns the business launches are supported with promotional content on each digital channel.

Social Media Manager

The role of a social media manager is easy to infer from the title, but which social networks they
manage for the company depends on the industry. Above all, social media managers establish a
posting schedule for the company's written and visual content. This employee might also work
with the content marketing specialist to develop a strategy for which content to post on which
social network.

Inbound Marketing vs. Digital Marketing: Which Is It?

On the surface, the two seem similar: Both occur primarily online, and both focus on creating
digital content for people to consume. So what's the difference?

The term "digital marketing" doesn't differentiate between push and pull marketing tactics (or what
we might now refer to as ‘inbound' and ‘outbound' methods). Both can still fall under the umbrella
of digital marketing.
Digital outbound tactics aim to put a marketing message directly in front of as many people as
possible in the online space -- regardless of whether it's relevant or welcomed. For example, the
garish banner ads you see at the top of many websites try to push a product or promotion onto
people who aren't necessarily ready to receive it.
On the other hand, marketers who employ digital inbound tactics use online content to attract their
target customers onto their websites by providing assets that are helpful to them. One of the
simplest yet most powerful inbound digital marketing assets is a blog, which allows your website
to capitalize on the terms which your ideal customers are searching for.

Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract,
engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella
term to describe online marketing tactics of any kind, regardless of whether they're considered
inbound or outbound.

Does digital marketing work for all businesses?

Digital marketing can work for any business in any industry. Regardless of what your company
sells, digital marketing still involves building out buyer personas to identify your audience's needs,
and creating valuable online content. However, that's not to say all businesses should implement
a digital marketing strategy in the same way.
B2B Digital Marketing

If your company is business-to-business (B2B), your digital marketing efforts are likely to be
centered around online lead generation, with the end goal being for someone to speak to a
26
salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest
quality leads for your salespeople via your website and supporting digital channels.

Beyond your website, you'll probably choose to focus your efforts on business-focused channels
like LinkedIn where your demographic is spending their time online.

B2C Digital Marketing

If your company is business-to-consumer (B2C), depending on the price point of your products,
it's likely that the goal of your digital marketing efforts is to attract people to your website and
have them become customers without ever needing to speak to a salesperson.

For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more
likely to focus on building an accelerated buyer's journey, from the moment someone lands on
your website, to the moment that they make a purchase. This will often mean your product features
in your content higher up in the marketing funnel than it might for a B2B business, and you might
need to use stronger calls-to-action (CTAs).

For B2C companies, channels like Instagram and Pinterest can often be more valuable than
business-focused platforms LinkedIn.
What is the role of digital marketing to a company?

Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results
in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate
how many people actually flipped to that page and paid attention to your ad. There's no surefire
way to know if that ad was responsible for any sales at all.

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of
your marketing efforts.

27
Here are some examples:

Website Traffic
With digital marketing, you can see the exact number of people who have viewed your website's
homepage in real time by using digital analytics software, available in marketing platforms like
Hub Spot.
You can also see how many pages they visited, what device they were using, and where they came
from, amongst other digital analytics data.

This intelligence helps you to prioritize which marketing channels to spend more or less time on,
based on the number of people those channels are driving to your website. For example, if only
10% of your traffic is coming from organic search, you know that you probably need to spend
some time on SEO to increase that percentage.

With offline marketing, it's very difficult to tell how people are interacting with your brand before
they have an interaction with a salesperson or make a purchase. With digital marketing, you can
identify trends and patterns in people's behavior before they've reached the final stage in their
buyer's journey, meaning you can make more informed decisions about how to attract them to your
website right at the top of the marketing funnel.

Content Performance and Lead Generation

Imagine you've created a product brochure and posted it through people's letterboxes -- that
brochure is a form of content, albeit offline. The problem is that you have no idea how many people
opened your brochure or how many people threw it straight into the trash.

Now imagine you had that brochure on your website instead. You can measure exactly how many
people viewed the page where it's hosted, and you can collect the contact details of those who
download it by using forms. Not only can you measure how many people are engaging with your
content, but you're also generating qualified leads when people download it.

Attribution Modeling
An effective digital marketing strategy combined with the right tools and technologies allows you
to trace all of your sales back to a customer's first digital touch point with your business.

We call this attribution modeling, and it allows you to identify trends in the way people research
and buy your product, helping you to make more informed decisions about what parts of your
marketing strategy deserve more attention, and what parts of your sales cycle need refining.

28
 CHAPTER- 2 (RESEARCH OBJETIVES &
METHODOLOGY)

29
2.1 Objective of the study

The main objective of my study is to get the practical knowledge about digital marketing and
critical analyses the working of TAG INVESTMENT to fulfill the objective of summer training
report.

The other objective were:

• To study the working of TAG INVESTMENT and critically analyses online marketing
process of the company
• To study the awareness of digital marketing in Trichy consumers.
• to study the different aspects of digital marketing
• To promote expand the companies base through social media marketing
• To analyses the consumption and post purchase behavior of customer

2.2 RESEARCH METHODOLOGY

The purpose of the methodology is to describe the research procedure. This includes overall
research design, the sampling procedure, the data collection method, and analysis procedure. Out
of total universe 50 respondents from Tag Investments have been taken for convenience. The
sample procedure chosen for this are statistical sampling method. Here randomly employees are
selected and interviewed. Information, which I collected, was based on the questionnaires filled
up by the sample employees.

2.3 RESEARCH DESIGN

Research design is defined as a framework of methods and techniques chosen by a researcher to

combine various components of research in a reasonably logical manner so that the research
problem is efficiently handled. It provides insights about “how” to conduct research using a
particular methodology. Every researcher has a list of research questions which need to be assessed
– this can be done with research design.

Types of Research Design

30
Qualitative Research Design: Qualitative research is implemented in cases where a relationship
between collected data and observation is established on the basis of mathematical calculations.
Theories related to a naturally existing phenomenon can be proved or disproved using
mathematical calculations. Researchers rely on qualitative research design where they are expected
to conclude “why” a particular theory exists along with “what” respondents have to say about it.

Quantitative Research Design: Quantitative research is implemented in cases where it is

important for a researcher to have statistical conclusions to collect actionable insights. Numbers
provide a better perspective to make important business decisions. Quantitative research design is
important for the growth of any organization because any conclusion drawn on the basis of
numbers and analysis will only prove to be effective for the business.

2.4 DATA COLLECTION

Data collection is the systematic approach to gathering and measuring information from a variety
of sources to get a complete and accurate picture of an area of interest. Data collection enables a
person or organization to answer relevant questions, evaluate outcomes and make predictions
about future probabilities and trends.

Sources of data collection

• Primary data
• Secondary data
• Other sources

PRIMARY DATA

Primary research data collection involves conducting research oneself, or using the data for the
purpose it was intended for.

• Questionnaire
Corresponding to the nature of the study direct, structured questionnaires with a mixture of close
and open-ended questions will be administered to the relevant respondents within the Personnel
and other Departments of the organization.

A set of a questionnaire was prepared with close ended questions.

Close ended questionnaire

31
 a) Responses are limited to the stated alternatives.
b) One of the alternatives is simply YES or NO.
c) Respondent cannot express his own judgment.

SECONDARY DATA

Secondary data is the data that have been already collected by and readily available from other
sources. Such data are cheaper and more quickly obtainable than the primary data.

Secondary data can be obtained from different sources:

a) Information collected through censuses or government departments like housing, social

security, electoral statistics and tax records.
b) Internet searches or libraries.
c) Progress reports.

▪ OTHER SOURCES
Appropriate journals, magazines such as Human Capital, relevant newspaper articles, company
brochures and articles on www sites will also be used to substantiate the identified objectives.

2.5 SAMPLING DESIGN

Sampling design is a mathematical function that gives you the probability of any given sample
being drawn. Since sampling is the foundation of nearly every research project, the study of
sampling design is a crucial part of statistics, and is often a one or two semester course. It involves
not only learning how to derive the probability functions which describe a given sampling method
but also understanding how to design a best-fit sampling method for a real-life situation.
SAMPLE SIZE

Sample size determination is the act of choosing the number of observations or replicates to include
in a statistical sample. The sample size is an important feature of any empirical study in which the
goal is to make inferences about a population from a sample.

Here sample size is of 50 respondents.

32
SAMPLING AREA

Area sampling is a method of sampling used when no complete frame of reference is available.
The total area under investigation is divided into small sub-areas which are sampled at random or
according to a restricted process (stratification of sampling)

As I was an intern in Tag Investment at Kaushambi Branch so the sampling area is Tag Investment,
Kaushambi.

SAMPLING TECHNIQUES

The sampling technique was used to select respondents from the company.

DATA COLLECTION INSTRUMENTS

▪ The researcher used questionnaire; the researcher prepared questionnaire to be responded by

the employees.
▪ The questions were designed to make the purpose of study successful after the results have
been ascertained.

2.6 SAMPLING INSTRUMENT

• Number of questions

The number of questions were 15.

• Types of Question

The questions asked were close ended. Example: Do you use internet or not? yes or no

33
 CHAPTER – 3 (ANALYSIS & INTERPRETATION)

1. Gender
SNO. Gender No. of respondents
1 Male 24
2 Female 26

34
 Gender
26.5

26

25.5

25

24.5

24

23.5

23
Male Female

Gender

Interpretation
35% of the customers are male ,65% of the customers are female

2. Age

35
 SNO. Age Number of respondents
1 Below 18 10
2 19 – 25 12
3 26 - 40 20
4 Above 40 8

Age
25

20

15

10

0
Below 18 19 - 25 26 - 40 Above 40

Age

Interpretation
0% of customer belong to the age section below 18 year,15% of customer belongs to 19 – 25
year10% of customer belongs to 26 – 40 year75% of customer belongs to above 40 year

3. Marital Status

SNO. Marital status No. of respondents

1 Married 29
2 Unmarried 21

36
 marital status
35

30

25

20

15

10

0
marrried unmarried

marital status

Interpretation
75% of customers are married 25% of customers are unmarried

4. Have you had any experience buying services through internet?

37
 SNO. Experience buying services No. of respondents
1 Yes 27
2 No 23

28

27

26

25

24

23

22

21
yes No

Interpretation
90% of customers have experience of buying services online ,10% of have customers have no
experience

5. How often do you use internet?

38
 SNO. Use Internet Number of respondents
1 Frequently 4
2 Occasionally 18
3 Rarely 16
4 Never 12

USE INTERNET
20
18
16
14
12
10
8
6
4
2
0
Frequently Occasionally Rarely Never

USE INTERNET

Interpretation
45% of customers are the frequent user of internet 25% of customers uses internet occasionally
10% of customers uses internet rarely 20% of customers never used the internet

6. How did you came to know about tag investment?

SNO. How you came to know about tag investment? Number of respondents
1 Friends & relative 20
2 Online Website 5
3 Social media 12
4 Others 13

39
 Came to know about
25

20

15

10

0
Friends & relative Online website Social media Others

Came to know about

Interpretation
45% of customers came to know about Tag Investment through friend and relatives,5% of
customers came to know about Tag Investment by online websites25% through social media And
rest 25% customers came to know about through other sources

7. What were the reason you choose for TAG INVESTMENT for online
marketing?

40
 SNO. Why you choose tag investment? Number of respondents
1 Secure and reliable 5
2 Easy payment 25
3 Large and wide range 8
4 All of the above 12

why tag investment ?

30

25

20

15

10

0
Secure and reliable easy payment large and wide range all of the above

why tag investment ?

Interpretation
25% of customer chose the Tag Investment because the company is secure and reliable 40% of
customer chose the Tag Investment because the company easy payment mechanism20% of
customer chose the Tag Investment because the company have large and wide range15% of
customer chose the Tag Investment because company have all the qualities that is mentioned above

8. According to you which platform is the best platform for online marketing?

SNO. Best platform for digital media? Number of respondents

1 Facebook 20
2 YouTube 12
3 Linked in 10
4 Others 8

41
 Best platform
25

20

15

10

0
facebook youtube linked in others

Best platform

Interpretation
60% of customer says Facebook is the best platform for digital marketing 20% of customer
believes that YouTube is the best platform of digital marketing 15% of customer says linked in is
the best platform of online marketing 5% of customer says others

9. Have you ever made any investment?

SNO. Ever made any investment? No. of respondents

1 Yes 32
2 No 18

42
 ever made any investment
35

30

25

20

15

10

0
yes No

ever made any investment

Interpretation
70% of customers says yes, they do investments 30% of customers says they never invested

10.If yes where have you invested?

SNO. Where have you invested? Number of respondents

1 Shares / debentures 15
2 Mutual funds 10
3 Fixed deposits 15
4 LI C Policies 8
5 Others 2

43
 where have you invested
16

14

12

10

0
shares / debentures mutual funds fixed deposits L.I.C policies others

where have you invested

Interpretation
30% of customers invested their money on shares and debentures 10% of customers in mutual
funds25% in fixed deposits 15% in L.I.C policies 20% of customers invested in others

11.what factor do you consider while investing money?

SNO. Factor consider while investing? Number of respondents

1 Safety 15
2 Liquidity 8
3 Tax benefit 12
4 High return 7
5 Reliability 8

44
 factors consider while investing
16

14

12

10

0
safety liquidity tax benefit high return reliablity

factors consider while investing

Interpretation
50% of customer consider safety as main factor while investing 10% of customer consider liquidity
15% of customer consider tax benefit15% of customer consider high return 10% of customer
consider reliability as main factor while investing

12.what features do you like the most about tag investment?

SNO. Features of Tag Investment Number of respondents

1 Bonding 18
2 Communicating 9
3 Return 11
4 All of the above 12

45
 like the most
20

18

16

14

12

10

0
bonding communicating return all of the above

Interpretation
50% of customers highlighted bonding as the features of Tag Investment10% of customers
highlighted communicating as the features of Tag Investment20% of customers highlighted return
as the features of Tag Investment20% of customers highlighted all of the above

13. To what extent are you satisfied with tag investment?

SNO. Satisfaction Level Number of respondents

1 Highly satisfied 8
2 Satisfied 12
3 Less satisfied 20
4 Not satisfied 10

46
 satisfied with tag investment
25

20

15

10

0
highly satisfied satisfied less satisfied not satisfied

Series 1 Series 2 Series 3

Interpretation
60% of customers are highly satisfied 5% of customers are satisfied 15% of customers are less
satisfied 20% of customers are not satisfied

14. Have you ever faced any problem while dealing with us?

SNO. Any problem while dealing with us No. of respondents

1 Yes 25
2 No 25

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 faced any problem
30

25

20

15

10

0
yes no

Interpretation
55% of faced some problem while dealing with Tag Investment 45% of customers never faced any
problem

15. If yes what kind of problems?

SNO. Problem faced Number of respondents

1 Delay in response 14
2 Return as not expected 16
3 Poor after sale service 5
4 others 15

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 kind of problem
18

16

14

12

10

0
delay in response return as not expected poor after sale service other

Interpretation
15% of customers faced problem of delay in response 15% of customers faced problem of return
as not expected 10% of customers faced problem of poor after sale service 60% of customers
faced problem of others

FINDINGS

➢ Customers between age group of 26-40 is highly motivated and involved in various
investment scheme.
➢ Most of the customers of Tag Investment are recommended by friends and relatives.

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 ➢ Customer likes and recommend Tag Investment because of easy payment mechanism
➢ Facebook is the best platform for digital marketing and it has very large and wide scope
➢ Safety is the priority and they consider it as main factor while investing money
➢ Customer prefer the Tag investment because of good bonding between company and
clients

LIMITATIONS

It is true to highlight that every research has its own limitations whether it is being conducted in any
area of studies including social sciences. It might be because researcher could not possibly bring the
whole perspective of a particular area in one fine study. Therefore, it is imperative to emphasize that
research itself is learning process by which researcher tries to prove many conceptual and

50
 methodological issues pertaining to his/ her research work. Hence, like other researchers the present
research endeavor also suffers from some of the limitations, which are enumerated below:

➢ The limitation of the project is that it is carried on a very small sample size. The sample
size is 50 and it only covers the few customers of the Tag Investment
➢The research is carried on different customers so I can’t identify the exact conclusion
of the research as their opinion’s changes time to time
➢ The data collected through the questionnaire so it’s possible that it will show some
different result if the same research is conducted with other group of people.

SUGGESTIONS

The company must launch various programmes in orders to encourage youngsters for digital
marketing and investment on digital assets.

The major concern is poor response from company. Company must focus in response and after sale
services

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 As we can bonding is main feature that is highlighted by the customers. I would suggest company
must focus in other features like communication, returns and other main features.

As per the data that we have collected approx. 30% of customer is never invested I would suggest
companies must launch various programmes and help them to guide with the help of digital
marketing so that these people also start investing their money.

Company must launch various discounts schemes, low brokerage etc. in order to encourage people.

Conclusion

The conclusion of digital marketing is very much important for the digital marketers. Digital
marketing is a dream business project for digital marketers. If you want to get success in the digital
marketplace, you should have sound knowledge about the benefits and limitations of digital
marketing. It is a growing field if business. Digital marketing is nothing but the utilization of digital
technology to achieve marketing objectives. Digital marketing and marketing department is not

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 different from each other. The aforementioned information will help the digital marketers to
understand the strengths and weaknesses of Digital

This is a growing field of business. So, do not neglect the opportunity that digital marketing offers
to you. Digital marketing may fulfill all your cherished dreams within the short span of your life.
Digital marketing is a place where anybody can make his or her career without so much effort. Only
you should have to keep patience to get your desired goals.

BIBLIOGRAPHY
COMPANY SOCIAL PROFILES

https://in.linkedin.com/company/tag-investment (Linked In)

https://in.linkedin.com/in/anuj-gupta-21b6397a - (Director profile)

https://www.facebook.com/taginvestmentsadvisoryfirm/ - (facebook)

WEBSITES
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 https://www.taginvestments.in/about-us/profile - Company Profile

https://www.taginvestments.in/about-us/our-team - Company Team

taginvestments.in/about-us/our-timeline – Company timeline

https://www.taginvestments.in/offerings/product-basket Company products

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 ANNEXURE

1. Gender
a) Male
b) Female

2. Age
a) Below 18
b) 19 – 25
c) 26 – 40
d) Above 40

3. Marital Status
a) Married
b) Unmarried

4. Have you had any experience buying services through internet?

a) Yes
b) No

5. How often do you use internet?

a) Frequently
b) Occasionally
c) Rarely
d) Never

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 6. How did you came to know about tag investment?
a) Friends & relatives
b) Online websites
c) Social media
d) Others

7. What were the reason you choose for TAG INVESTMENT for online
marketing?
a) Secure and reliable
b) Easy payment
c) Large and wide reach
d) All of the above

8. According to you which platform is the best platform for online marketing?
a) Facebook
b) YouTube
c) Linked In
d) Others

9. Have you ever made any investment?

a) Yes
b) No

10 . If yes where have you invested?

a) Shares / debentures
b) Mutual fund
c) Fixed deposit
d) L.I.C policy
e) Others

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 11 . what factor do you consider while investing money?
a) Safety
b) Liquidity
c) Tax benefit
d) High return
e) Reliability

12 . what features do you like the most about tag investment?

a) Bonding
b) Communicating
c) Return
d) All of the above

13 . To what extent are you satisfied with tag investment?

a) Highly satisfied
b) Satisfied
c) Less satisfied
d) Not satisfied

14 . Have you ever faced any problem while dealing with us?
a) Yes
b) No

15 . If yes what kind of problems?

a) Delay in response
b) Return not as excepted
c) Poor after sale service
d) Others

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