Effectiveness of Digital Marketing: A study of M/s Concitus

An Internship Report Submitted to the Department of Marketing, University

of Dhaka in Fulfillment of the Requirements for the Degree of Master of
Business Administration

Supervised by

Dr. Anisur Rahman

Professor

Department of Marketing

Faculty of Business Studies

University of Dhaka

Prepared by

Sushmoy Barua

ID: 41737020

Batch: 37th

Semester: Spring 2020

Date of Submission: 11 July 2020

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 Letter of Transmittal
July 11, 2020
Dr. Anisur Rahman
Professor
Department of Marketing
University of Dhaka

Subject: Submission of Internship Report

Dear Sir,
I am submitting the internship report on “Effectiveness of digital marketing: A study of M/s
Concitus” in partial fulfillment of the requirements for the degree of Master of Business
Administration (MBA).

I provided my best effort to fulfill the objective of this paper, and I believe it will meet your
expectations. In preparing this dissertation, I have tried utmost to include all the relevant
information and analysis to make the report comprehensive as well as workable one. I
enthusiastically believe that the knowledge, insights and experience gathered during the
accomplishment of this study will be comprehensively useful in future.

I hope you will enjoy reviewing this paper, and I will be wholeheartedly grateful if you accept it.

Sincerely Yours,

……………………………
Sushmoy Barua
ID: 41737020
Batch- 37
Department of Marketing
Faculty of Business Studies
University of Dhaka
 Certification from the Supervisor

I hereby declare that the internship report titled “Effectiveness of digital marketing: A study of
M/s Concitus” was prepared by Sushmoy Barua under my supervision, in partial fulfillment of
the requirements for the degree of Master of Business Administration (MBA).

He is permitted to submit the internship report.

Dr. Anisur Rahman

Supervisor
Department of Marketing
Faculty of Business Studies
University of Dhaka
 Declaration from the Student

The report has been prepared by the undersigned. No part of this report has been copied from any
source.

Sushmoy Barua
ID: 41737020
Batch- 37
Department of Marketing
Faculty of Business Studies
University of Dhaka
 Acknowledgement

First and foremost, I humbly praise God for blessing me with the motivation strength, patience
and wisdom to carry out this study. I appreciate each and every individuals involved directly
or indirectly to this endeavor.

I would like to send my heartiest gratitude to my academic supervisor of the internship program,
Dr. Anisur Rahman for giving me the opportunity of preparing this report and for his effortful
supervision. I feel very much fortunate as I have received sincere guidance, supervision and
cooperation from my supervisor.
Many thanks to the faculty members who taught me throughout my MBA study, and
office Staff’s for their cooperation.

Last but not least, I wish to thank those who helped me in collecting data and who
participated in this study considering their valuable time.

Sushmoy Barua
ID: 41737020
Batch- 37
Department of Marketing
Faculty of Business Studies
University of Dhaka
 Executive Summary

Digital marketing is basically an element of marketing that promotes a product or services by

using internet and online based technologies such as computer, mobile devices and other digital

media and platforms. As the internet users increasing day by day and people are more connected

with the digital media, digital marketing has become an integral part of marketing for the

marketers to target the potential customers. Though Digital marketing is considered as a

component of Marketing, the approaches of targeting customers and understanding their

behavior are slightly different compared to the traditional marketing.

In this study I tried to evaluate how effective Digital Marketing is for a business by analyzing a

company’s performances which is basically a software company but providing all types of

Digital Marketing services as well. The study is conducted through exploratory research and

the primary source for the data collection was from in-depth interview with clients and a survey

of 40 respondents. Beside this, different case study and online resource are also used for the

research.
 Table of Content

Sl. No. Content Page No.

1. Background 08
1.2 Digital Marketing: An overview in Bangladesh 09
1.3 Digital marketing Agencies in Bangladesh 10
1.4 Analysis of the Concitus Company 11
1.3.2 Marketing Department Overview 12
2 Significance of the study 13
2.1 Objectives of the Study 14
2.1.1 Broad Objective 14
2.1.2 Specific Objectives 14
3 Literature Review 15
4 Methodology 16
4.1 Nature of the Study 16
4.2 Sources of Data 16
4.3 Data Collection Method 16
4.3.1 Primary Data 16
4.3.2 Secondary Data 16
4.4 Sampling Method 17
4.5 Data Analysis 17
5 Study Results 18
5.1 Collection of Information 18
5.2 Types of analytical mode 18
6 Observation and findings: 33
6.1 Key findings 33
7 Recommendations 34
8 Conclusion 34
9 References 35
10 Appendix 36
1. Background
Nowadays technology has become a part of our daily life. Technology has changed our lifestyle
and has impacted every industry from health care to retail. As the internet users increasing day
by day and people are more connected with the digital media, digital marketing has become an
integral part of marketing for the marketers to target the potential customers.
Digital marketing is basically an element of marketing that promotes a product or services by
using internet and online based technologies such as computers, mobile devices and other digital
media and platforms.
With the help of digital marketing even a small organization can compete with a large firm.
Though Digital marketing is considered as a component of Marketing, the approaches of
targeting customers and understanding their behavior are slightly different compared to the
traditional marketing. The term Digital marketing covers a wide range of marketing activities
such as Search engine optimization, Web analytics, Social media marketing, Search engine
marketing, Website advertisement, Email Marketing and other different channels to target the
potential customers.
The term Digital Marketing was invented and introduced first in the year 1990 when Web 1.0
platform was developed and that helped users to find out necessary information. But sharing
information was not available on web. So that time the marketers and experts didn’t know the
uses of digital marketing properly. They even were not sure whether their marketing strategies
would work or not because at that time the internet had not yet seen widespread deployment.
The first clickable web-ad banner went live in the year 1993. At that time, HotWired bought
some banner ads for their marketing and advertising. This is how the digital marketing era has
started.
In 1994, Yahoo was launched. They received 1 million hits within one year. Yahoo managed to
change the concept of digital marketing. They tried to optimize their websites to get a better rank
in search engine.
Search engines and tools like HotBot, LookSmart, and Alexa were launched in 1996.
Sixdegrees.com was launched in the year 1997 which was the first ever social media site.
Google was launched in 1998 and it was the golden year for digital marketing. Microsoft
launched MSN and Yahoo launched Yahoo web search as well in this year.
In 2002,the professional social media network LinkedIn was launched. Google went public in the
year 2004.Gmail was launched and Facebook has gone live as well in this year.
In 2005, YouTube was launched. In 2006, for the first time search engine traffic was reported
to have grown to about 6.4 billion in a single month. Amazon e-commerce sales have crossed
near about $10 billion. Twitter also launched in this year.
Apple launched its iPhone first in 2007. Web streaming service Hulu was introduced in this
year and Tumblr as well launched in this year.
2009 was the most significant year for digital marketing. In this year Google launched Instant for
real-time search engine results. Products like Google AdWords and AdSense also introduced in
this year.
In this time, Google started to target ads based on the interests of the customers and thus became
a key player in the world of digital business.
Google+ and Google Panda were launched in the year 2011.People accepted these products and
started spending more time in all these mediums as a result these mediums surpassed and
impacted television viewership.
In 2012 the popularity of social media increased rapidly. Hence many companies increased their
social media budget. They realized that different social media channels can help them
expanding their business. They started promoting their products and services on various social
media like Facebook, Twitter, Myspace etc.

The number of mobile and smartphone users surpassed the number of computer users in the year
2014. Facebook messenger was launched and Facebook acquired Whatsapp in this year.

New technologies like analytics and content marketing was invented in 2015. Facebook has also
launched its “Instant articles” in this year.

The cookie was another remarkable achievement in the field of digital marketing. The first
cookie was implemented to record user interests. The practise of the cookie has changed over the
years, and nowadays cookies are using for collecting users data.

Facebook, Twitter, Reddit, YouTube, Instagram are the most popular social media sites right
now. Facebook has a user base of 2.6 billion (as per the record of June 22, 2020).

So, we can say that the digital marketing industry is growing faster and every day it brings
opportunities to the users and the business owners as well. Without the help of digital technology
it is very difficult to expand a new business and survive in this digital era.

1.2 Digital Marketing: An overview in Bangladesh

Though the people of our country are not very familiar with the concept of digital marketing, it
has successfully got the customers attention quickly. In 2014, people of our country got the real
taste of digitalization when 3G technology first launched in Bangladesh. After that the number of
internet users increased rapidly. As a result the positive attitude has created among the
Bangladeshi people about different digital media channels.
There are many businesses spending all theirs advertising budget on digital platforms now a
days. Around sixty thousand accounts of local digital businesses, e-commerce and F-commerce
are there in our country right now. They are spending huge amount of money on advertising.
According to some reports digital markets earn more than 20,000 Millions US Dollar every year
from digital advertising sector in Bangladesh. So we can say the market is growing so fast.
1.3 Digital marketing Agencies in Bangladesh:

There are numerous companies in Bangladesh that provide Digital Marketing Services.
Here is the list of some digital marketing agencies which are providing good services.

i) DigitalVast:

DigitalVast is a full service Digital Marketing agency.They are dedicated to providing

SEM,SEO,Analytics,Social Media Marketing and other services.
Email: info@digitalvast.com
Phone: 02–48321022,
01877750450

ii) MagnitoDigital:

Magnito Digital is the largest digital agency of Bangladesh with a team of more than 90 people.
They are specialized for managing large scale digital products & services
Services: Digital Content Development, Web Analytics and SMM, SEO
Email: info@magnitodigital.com
Phone: +88 02 55045454, +88 01732364522, +88 01611699858

iii) WebAble Digital:

WebAble Digital is a one of the top Digital Marketing Agency in Bangladesh for online
marketing, branding, advertising, social media, content, design, web, SEO, & PPC.
Email: poke@webable.com
Phone: +880 1780–218218

iv) Analyzen Bangladesh:

Analyzen is a full service digital and first ever one-stop Digital Agency of Bangladesh. They
provide end to end digital marketing campaigns and are pioneers in Design, Development &
Technology. They started as a software development company and now turned into a successful
Digital Agency.

v) Melonades:

Melonades specializes in creating creative and analytical spirit along with globalized resources
in the process of Digital Marketing. They worked with marketing teams at business companies
of all sizes.
Email: info@melonades.com
Phone: +88.02.55045100

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vi) Boomerang Digital:
Boomerang Digital was started with an experiment and now that experiment has converted into
one of Bangladeshis leading independent digital agencies. They have worked on many
innovative, impactful, interactive and award-winning campaigns. Now they are a team of 60 who
have helped companies with pay-per-click advertising (PPC), social media marketing, digital
strategy, and video production.
Email: info@boomerangbd.com
Phone: +8801744–500561

1.4 Analysis of the Concitus Company:

Concitus is a software engineering firm founded to provide high level applications and solutions
to various industries. Since the foundation at 2008 as a freelance IT contractor, Concitus is
climbing the steps of success in a regular and steady manner.
Concitus develops innovative solutions and software for small and medium size businesses. With
over a decade of programming and technical experience, its allowed them to build partnerships
with leading Information technology companies and provide solutions ranging from Internet
Product development, database development, software development, custom programming,
graphics design, web site design, industry specific online solutions and many more.Various
system architect modeling tools enabled Concitus to develop and provide custom online
management information applications and software such as Agency Management Systems
(AMS). They also create unique business automation tools designed specifically to help
increasing sales, cutting the costs or both.

Concitus collaborated with Callblade(CallBlade is a SaaS performance marketing platform

bringing Lead Distribution, Call Tracking & Routing all into one unified platform) to provide
the full IT support of American top insurance companies like Nations Health Insurance and
Medigap Direct.

Launching Time: 2008

Organizer: Adam Awany

Address: 32/1, Mirpur Road, Khan Plaza (4th floor), Dhanmondi, Dhaka

Phone: 880-1730443241

Website: https://www.concitus.com

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1.5 Marketing Department Overview:
The marketing department of Concitus plays a vital role to generate the leads and increase the
sales of different product and services. The marketing department has overall responsibility for
growing revenue and contributing to company growth and profitability. As Concitus is a
software company they focus on digital marketing rather traditional marketing. Concitus is
providing all the digital marketing services. The digital marketing services they provide are
following-

i) Search Engine Optimization (SEO):

Search Engine Optimization helps to achieve higher rankings in search engines organic
results. Without investing money for ad campaigns, it helps to reach the targeted
customer. In today’s competitive market, SEO marketing is more important than ever.
Search engines serve millions of users per day looking for answers to their questions or
for solutions to their problems.

ii) Search Engine Marketing:

Search Engine Marketing is a paid campaign which helps to find targeted customers.
When a customer search a product in search engine, paid advertisement appears to
enforce the customer buy the product. Search Engine Marketing is very effective to find
the potential customers.

iii) Email marketing:

Email marketing is another important marketing channel for digital marketers.
Email marketing is basically sending promotional message about a product or
service to a potential customer via email.

iv) Content Marketing:

Nowadays Content marketing is one of the most effective marketing channel for digital
marketers. Good and informative content has the ability to bring more potential
customers into the website.

v) Social Media marketing:

Social media is the most important marketing channel for a digital marketers. Nowadays
people spend more times on different social media. To divert those users as a potential
customer is the main goal for a marketer.
2. Significance of the study:
The Digital Marketing is one of the rising sectors in Bangladesh. As the internet users increasing
day by day and people are more connected with the digital media, digital marketing has become
an integral part of marketing for the marketers to target the potential customers.
This study strives to evaluate the effectiveness of Digital Marketing practices.
The study also tries to explain why Digital Marketing is more acceptable to the marketer
compared to the traditional marketing.

2.1 Objectives of the Study

The project was designed to accomplish two objectives. From my point of view, these issues are
very important to find out the effectiveness of digital marketing compared to the traditional
marketing.
Through the study, the report has the following objectives.

2.1.1 Broad Objective

 The major objective of the study is to evaluate the effectiveness of different

digital marketing strategies practicing by M/s Concitus.

2.1.2 Specific Objectives

There are three specific objectives of the study as follows:

 To evaluate and measure the effectiveness of Digital Marketing practices by

M/s Concitus company.
 To identify the areas of dissatisfaction of clients regarding digital marketing services.
 To provide some suggestions to improve the marketing strategies of M/s Concitus.
3. Literature Review:

A literature review is a descriptive summary of available literatures in a specific topic area.

This segment attempts to review of different literatures on effectiveness of Digital Marketing
with references.

3.1 Literature Review on Effectiveness of Digital Marketing:

Jerry Ihejirika (2009) pointed out that that Marketing on the internet have become the best and
most widely accepted form of global communication. Internet marketing communication consists
of the global sharing of ideas, concepts, and information about products and services.

Amruto Vijay Pawar (2014) believes that consumers rely upon more than one medium in order
to enhance their brand related knowledge. Along with the traditional sources, they heavily rely
on modern marketing tools. His study also reveals that main reason for growing importance of
online marketing is the increasing literacy about internet among people. The major benefits of
online marketing are its capability of interaction between consumers and advertisers followed by
availability of wide range of information and ease of shopping. He suggested that very company
big or small should grab this advantage and include online marketing in their marketing efforts.
Companies should mix & match various mediums to reach their desired target audience. This
will help to spread awareness among them and to influence buyers behavior thus companies
must formulate an effective Integrated Marketing Communication plan where they can combine
various tools to grasp maximum prospects. These benefits make online marketing superior than
traditional marketing.

In addition, almost every manager agrees that marketing through word of mouth has major
impact than doing it through chat section or email advertising. Consumers do select word of
mouth as a major tool for online marketing. Lubna(2013)

According to Sonia Dara( 2016) digital marketing has no boundaries. Company can use any
devices such as smart phones, tablets, laptops, televisions, game consoles, digital billboards, and
media to promote company itself and its products and services. Digital marketing may succeed
more if it considers user needs as a top priority.

Dr Jyotsana Khandelwal (2017) explained digital marketing as the effective mechanism of

marketing due to various benefits provided by digital marketing, also youngster’s preferred
marketing activity while being on social media through social marketing despite the problem of
fraud and suspicion involved.
4. Methodology
Methodology is the philosophical framework within which the research is conducted or the
foundation upon which the research is based (Brown, 2006).

4.1 Nature of the Study

This study focuses on the effectiveness of digital marketing strategies conducting by

M/s Concitus, so a Qualitative or exploratory research method will be utilized to finish the job.

4.2 Sources of Data

The necessary for the accomplishment of this study will be collected from two sources –

4.2.1. Primary data

 By interviewing the company's Senior Marketing Executive

 Conversations with clients
 Questionnaire survey to receive feedback

4.2.2. Secondary data

 Clients review
 Annual Report of Concitus
 Various articles
 Website of the company

4.3 Data Collection Method

4.3.1 Primary Data – To collect primary data for a research, there are numerous methods.
In this study, data has been collected through survey by using a structured questionnaire.
As Concitus is a B2B business, questionnaires were developed for its clients. By this
questionnaire, I tried to find out their satisfaction level regarding digital marketing
services.
I also collected different digital marketing campaigns data conducted by this company to analyze
the performance.

4.3.2 Secondary Data – Secondary data and information are likely to be collected from
different secondary sources like - Annual report of Concitus, clients feedback
4.4 Sampling Method
As Concitus is a Software company and digital marketing service provider as well, i tried to
survey on its 40 clients who represents 40 different organizations. I also taken interview of some
local clients to check whether they treat foreign clients differently compared to our local clients.

4.5 Data Analysis

For analyzing the data, an initial analysis has been conducted to validate the questionnaire for
gathering the relevant information. The data analysis has been conducted by using statistical
tools & MS Excel software. Some statistical analyses of the collected data have been done to
prepare this report. The analyzed data have been converted to percentage-wise statistics,
whereby a finalized analysis of the survey data put together.
5. Study results:
5.1 Collection of Information

The necessary information collected from the clients by direct interview with questionnaires as
primary data and from the web site of the firm.

5.2 Types of analytical model

 Primary data analysis.

 Statistical analysis
 Graphical interpretation data

5.3 Analysis of Questionnaire responses

1. What type of services did you render from Concitus?

5% 20%
Search Engine Optimization
Social Media Marketi g 3.Email Marketing 4.Search
13% n Engine Marketing
39% 5. Others

23%

Figure 1: Type of services rendered from Concitus

Here the respondents were asked what types of digital marketing services they rendered from
Concitus. 39% respondents said Search Engine Marketing or Google Ad campaign services,
23% said about Email marketing,20% of respondents said they took Search Engine
Optimization(SEO) services to rank their website in a better position in Google search
engine,13% said about Social Media Marketing like Reddit,Facebook,Instagram,Twitter and 5%
said they took other services like Content Marketing, Web analytics and Tag Manager.
2. Including yourself, how many employees work at your Organization?

Number of employees
Number of employees

32.50%
22.50%
17.50% 15%
10% 2.50%

Employees 1-20 21-40 41-60 61-80 81-100 More than 100

Figure 2: Company Size of respondents

Here respondents were asked to share information regarding their company size. Among 40
respondents, 17% said they have 1-20 employees in their organization, 32.50% said they have
21-40 employees, 15% said they have 41-60 employees,10% said they have 61-80
employees,22.50% respondents said they have 81-100 employees and only 2.50% said they have
more than 100 employees in their organization.
3. What were the primary goals for your digital marketing campaign?

Primary Goals For Digital Marketing Campaign

13%

Lead Generation
45%
22% Brand Awareness Product Sell Others

20%

Figure 3: Primary Goals for Digital Marketing Campaign of respondents

The figure shows that among 40 respondents, 45% of total respondents said their primary goal
for digital marketing campaign was Lead generation. 22% said their primary goal was selling
various products, 20% said about improving their Brand Awareness and 13% said about other
purposes.
4. What percentage of marketing budget was spent on Digital Marketing in 2019?

Percentage of marketing budget spent on Digital

Marketing in 2019
70%

60% 60%

50%

40%
Percentage of marketing budget
30% spent onDigital Marketing in 2019
2 5%
20%
15%
10%

0% 0%
10-20% 20-40% 40-60% More than 60%

Figure 4: Percentage of marketing budget spent on Digital Marketing in 2019 by companies

Here the respondents were asked to share information about what percentage of marketing
budget was spent on Digital Marketing last year. Among 40 respondents, surprisingly 0% said
they spent 10-20%, 25% respondents said they have spent 20-40% from their total budget for
digital marketing campaign,
60% respondents said they spent 40-60% and 15% respondents said they have spent more than
60% of their budget for digital marketing campaign.

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5. Did digital marketing campaign help your business to increase the product sales
or leads?

Digital Marketing campaign helped to increase

sales/leads?

18%

Yes
No

82%

Figure 5: Digital Marketing Campaign helped to increase sales/leads?

Here 82% respondents said digital marketing campaign helped their business to increase product
sells or lead generations.18% of respondents said digital marketing campaign didn’t help in their
business to increase the sells/leads. The total numbers of respondents were 40 persons.

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6. Are your digital marketing efforts effective?

6. Are your digital marketing efforts effective?

6. Are your digital marketing efforts effective?

75%

18%
7%

Yes No I don't know

Figure 6: Effectiveness of Digital Marketing efforts

Among 40 respondents, according to the 75% respondents, digital marketing efforts were
effective,10% respondents said their digital marketing efforts were not effective and 5%
respondents said they don’t know whether their efforts were effective or not.
7. Which digital channel did you find most effective for your business?

Most effective digital channel for the business

Content marketing
33%

Search Engine
Optimization
Search Engine 17%
Marketing
20%

Social Media Marketing

Email 22%
Marketing
15%

Figure 7: Most effective digital Channel list for business of respondents

Here the respondents were asked about the most effective digital marketing channels for their
business. 33% said about content marketing, 22% of the respondents said Social Media
marketing, 20% said SEM or Google Ad Campaigns,17% said about SEO or Search Engine
Optimization and 15% said about Email marketing. The numbers of total respondents were 40.
8. How effective is your company at implementing digital marketing strategies?

Very effective Somewhat effective

Neither effective nor ineffectiveSomewhat ineffective
Very ineffective

14% 0% 20%

10%

56%

Figure 8: Effectiveness at implementing Digital Marketing Strategies

Among 40 respondents, 56% said there company were Somewhat effective at implementing
digital marketing ,20% said very effective,10% said Neither effective nor ineffective,14% said
ineffective and no respondents said very ineffective.
9. Why do you prefer digital marketing?

48%

50%
45%
40%
35% 25%
30%
25% 16%
20% 11%
15%
10%
5%
0%

Generate betterEnough data to Cost-effective than Levels the online

revenuestarget audience Traditional Marketing playing field

Figure 9: Why respondents prefer Digital Marketing

Among 40 respondents, 11% said they prefer digital marketing because it generates better
revenues, 16% said because of its data collection strategies which helps to target audience.

25% respondents think digital marketing is more cost effective than traditional marketing and
maximum 48% respondents said they prefer digital marketing because it levels the online
playing field.
10. Compared to last year, how much money would you like to spend in this year for your
Digital Marketing campaign?

Money Spending on Digital Marketing

M ore Money Same as last year Less money

5%

20%

75%

Figure 10: Spending on digital marketing compared to last year by respondents

The figure shows that 75% of respondents would like to spend more money in this year
compared to last year, where 20% said they would like to spend the same amount of money and
only 5% said they are not going to spend more money compared to last year.
11. Do you think investing money on different digital channels is essential to achieve goals?

90%
80%
70%
60%
50%

85%
40%
5% 10%
30%

20%
10%
0%

Yes No May be

Investing Money on Digital channel is essential to achieve goal?

Figure 11: Investing money on digital channel is essential to achieve goal?

According to the respondents, 85% thinks investing money on different digital channel is
essential to achieve goals, where 5% said “No” and 10% said “May be”
12. Who is getting more benefits from Digital Marketing?

Who is getting more benefits from digital marketing?

Small business Larger Companies Both Small & Larger business

30%

60%
10%

Figure 12: Who is getting more benefits from Digital Marketing?

Among 40 respondents, 60% respondents agreed that a Small business is getting more
benefits from digital marketing strategy where 30% said about both small & larger companies
and only 10% said about larger companies.
13. Do you think Concitus is providing Digital Marketing services at reasonable price?

Concitus providing services at reasonable price?

55%
45%

Yes No

Figure 13: Concitus providing services at reasonable price?

The figure shows that among 40 respondents, 55% of total respondents said Concitus is not
providing Digital Marketing services in a reasonable price. The price is quite expensive to them
where 45% of total respondents said the price for services was reasonable.
14. How satisfied were you with your overall experiences?

Client's Satisfaction about overall expericences

0%

10% 5% 22% Highly satisfied

Satisfi d e
Neither satisfied nor dissatisfied Dissatisfied
Highly Dissatisfied
63%

Figure 14: Satisfaction level of clients

According to 63% respondents they were satisfied with the digital marketing services provided
by M/s Concitus,22% said highly satisfied,10% said Neither satisfied nor dissatisfied,5% said
dissatisfied and nobody said highly dissatisfied.

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15. Would you recommend our service to a friend?

Would you recommend our service to a friend?

5%

Yes
No

95%

Figure: Would you recommend our service to a friend?

Here respondents were asked whether they would like to suggest our services to their friends or
not. Among 40 respondents 95% said they would like to recommend but 5% said they don’t want
to recommend our services.

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5.3. Observation and findings:
From the observations and practical survey on the “Effectiveness of digital marketing: a study of
M/s Concitus Limited. I come up with some findings, which are given below:

5.4. Key Findings:

 Most of the businesses including small and larger companies become successful
to increase their sales or generate the leads with the help of digital marketing.
 The top four digital marketing channels are Content Marketing, Social Media
Marketing, Search Engine Marketing and SEO.
 Many business prefers digital marketing because it’s a level playing field for both
small business and larger companies
 Most of the companies are very much interested to spend more money on
digital marketing campaign in the upcoming years.
 Clients of Concitus spent a largest part of their total budget on digital marketing last
year and would like to spend more in the upcoming years.
 Small Businesses are getting more benefits from Digital Marketing campaign
compared to Larger companies.
 Most of the businesses agreed that nowadays it is essential to implement
digital marketing to achieve goals.
 Though most of the clients of Concitus are satisfied with the overall experiences,
they found it expensive. But they would like to recommend our services to others.
 6. Recommendations:
i. Content Marketing is one of the most effective digital marketing channels according to
the respondents. Unfortunately there is no staff for content writing in M/s Concitus right
now. They should recruit some content writers to provide best services to the clients.
ii. Graphic design is another integral part of digital marketing advertisement. Unfortunately
Concitus don’t have a graphic designer. They should recruit some people and improve
this department to make more acceptable to the clients.
iii. Photo and Video editing specialist is necessary to make digital ads like Digital Banner
and Video advertisement more lucrative to the customer. They need some expertise in this
section.
iv. Most of the clients said M/s Conctius’s service is expensive. They can review the price
of their services to attract more clients.
v. As most of the respondents said in survey they are going to invest more money on
digital marketing in the upcoming years, Concitus should grab the opportunity and
expand their business.
vi. Most of the respondents in survey said small companies getting more benefits compared
to large companies from digital marketing, the marketing team should work on it to make
larger companies realize that digital marketing practice is efficient for larger companies as
well.
vii. The main focus of M/s Concitus is software development rather digital marketing. They
should focus more on their digital marketing department as it is a fast growing sector in
IT industry.

6.1. Conclusion:
Digital marketing is one of the fastest growing sectors in IT industry. Many organizations have
started implementing digital marketing strategies in their business to survive in this digital era.
There are many businesses spending all theirs advertising budget on digital platforms now a
days. So we can realize how fast the market is growing.
During this Covid19 pandemic many businesses started using digital media to reach their
customers. People are afraid of going outside to buy their desired products because of Covid19
pandemic. In this situation many businesses are taking orders digitally and providing home
delivery to satisfy their customers. From product order to transaction everything is digital in this
process. All these businesses are fully dependent on digital advertising to reach their potential
customers. As the lock down is still going on, people are engaging and spending more time in
different digital media. Many businesses are taking this opportunity to target their potential
customers. Because of this Covid19 pandemic, we can realize how important digital marketing is
nowadays and the demand is increasing day by day.
References:

 https://zephoria.com/top-15-valuable-facebook-statistics/
 https://avivdigital.in/history-of-digital-marketing/
 https://www.thedailystar.net/opinion/news/digital-marketing-two-thousand-crore-taka-
market-1793365
 https://www.sortlist.com/digital-marketing/bangladesh-bd
 https://medium.com/@muntasirrahmanmahdi/digital-marketing-in-bangladesh-ups-and-
downs-all-about-marketing-in-bd-9bac18f5bf03
 https://www.cleverism.com/marketing-discovers-customer-needs/
 Appendix

Survey Questionnaires

Name of respondent: Date:

Name of the organization:

Type of business:

1. What type of services did you render from Concitus?

o Search Engine Optimization

o Social Media Marketing
o Email Marketing
o Search Engine Marketing
o Content Marketing

2. Including yourself, how many employees work at your Organization?

o 1-20
o 21-40
o 41-60
o 61-80
o 81-100
o More than 100

3. What were the primary goals for your digital marketing campaign?

o Lead generation
o Brand Awareness
o Product sell
o Others
4. What percentage of marketing budget was spent on Digital Marketing
in 2019?

o 10-20%
o 21-40%
o 41-60%
o Above 60%

5. Did digital marketing campaign help your business to increase the

product sales or leads?

o Yes
o No

6. Are your digital marketing efforts effective?

o Yes
o No
o I don’t know

7. Which digital channel did you find most effective for your business?

o Search Engine Optimization

o Social Media Marketing
o Email Marketing
o Search Engine Marketing
o Content Marketing
8. How effective is your company at implementing digital
marketing strategies?

o Very effective
o Somewhat effective
o Neither effective nor ineffective
o Somewhat ineffective
o Very ineffective

9. Why do you prefer Digital marketing?

o Digital Marketing helps generate better revenues

o Enough data to target potential customers
o More cost-effective than Traditional Marketing
o Digital Marketing levels the online playing field

10.Compared to last year, how much money would you like to spend in the
next year for your Digital Marketing campaign?

o More money
o Same as last year
o Less money

11.Do you think investing money on different digital channels is essential

to achieve goals?

o Yes
o No
o May be
12. Who is getting the more benefits from digital marketing?

o Small business
o Larger Companies
o Both small business and larger companies

13.Do you think Concitus is providing Digital Marketing services in reasonable

price?

o Yes
o No

14.How satisfied were you with your overall experiences?

o Very Satisfied
o Satisfied
o Neither Satisfied nor unsatisfied
o Unsatisfied
o Very Unsatisfied

15.Would you like to recommend our service to a friend?

o Yes
o No
o May be