CUSTOMER SATISFACTION FOR A DIGITAL MARKETING

COMPANY

(WITH SPECIAL REFERENCE TO COIMBATORE CITY)

Dissertation submitted to the Sri Ramakrishna College of arts and Science in partial
fulfillment for the award of the degree of

BACHELOR OF COMMERCE WITH

CORPORATE SECRETARYSHIP

BY

Mr. LOGESH
(REG.NO: 19123027)

Under the Guidance Of

Mrs. D.RENUKADEVI M.Com, M.PGDCA.,(PhD).,(MBA)
ASSISTANT PROFFESOR

DEPARTMENT OF COMMERCE WITH

CORPORATE SECRETARYSHIP

Affiliated to Bharathiar University

Approved by Government of Tamil Nadu, AICTE and UGC New Delhi
Reaccredited with ‘A’ Grade by NAAC. An ISO 9001:2008 certified institution
SNR College Road, Coimbatore – 641006
 DECLARATON
I LOGESH J hereby declare that the project, entitled “CUSTOMER SATISFACTION FOR A
DIGITAL MARKETING COMPANY “submitted to SRI RAMAKRISHNA COLLEGE OF
ARTS AND SCIENCE (Formerly SNR Sons College, Autonomous), Coimbatore – 641006, in
partial fulfillment of the requirements for the award of the Degree of BACHELOR OF
COMMERCE WITH COROPORATE SECRETARYSHIP is a record of the original research
work done by me during the period of December 2021 to April 2022. Under the guidance of Mrs.
D.RENUKADEVI M.Com.,M.PGDCA.,(PhD).,(MBA) ASSISTANT PROFFESOR,
DEPARTMENT OF COMMERCE WITH CORPORATE SECRETARYSHIP, and it has not
formed the basis for the award to any Degree / Diploma / Associate ship / Fellowship or other
similar title to any candidate of any University.

PLACE:
DATE:

Signature of the candidate (LOGESH J)

 CERTIFICATE

This is to certify that the project, entitled “A Customer Satisfaction for a Digital Marketing
Agency" submitted to SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE (Formerly
SNR Sons College, Autonomous), Coimbatore – 641006, in partial fulfillment of the requirements
for the award of the Degree of BACHELOR OF COMMERCE WITH COROPORATE
SECRETARYSHIP is a record of the original project work done by “CUSTOMER
SATISFACTION FOR A DIGITAL MARKETING AGENCY”(19123027) during the period
of December 2021 to April 2022 of his study in the DEPARTMENT OF COMMERCE at SRI
RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE (Formerly SNR Sons College,
Autonomous), Coimbatore – 641006, under my supervision and guidance and the dissertation has
not formed the basis for the award of any Degree / Diploma / Associate ship / Fellowship or other
similar title to any candidate of any University.

Signature of the Guide Signature of the HOD Signature of the Dean

PRINCIPAL

Viva voice Examination held on_______________________

Internal Examiner External Examiner

 CONTENTS

CHAPTER PARTICULAR PAGE NO

1. INTRODUCTION

2. REVIEW OF LITERATURE

3. CONCEPTUAL FRAMEWORK

4. RESEARCH MEHODOLOGY

5. DATA ANALYSIS AND INTREPRETAION

6. FINDINGS , SUGGESTIONS AND CONCLUSIONS

BIBLIOGRAPHY

ANNEXURE
CHAPTER I
 CHAPTER I
INTRODUCTION OF THE STUDY

1.1 INTRODUCTION
Currently, digital marketing is the way to reach your clients. What sets digital marketing
from traditional marketing is the use of different channels to promote a particular brand, name, or
business. Marketing in the digital era brings into focus the use of electronic tools like laptop and
mobile devices as well as the use of the internet for promotions and other related agendas, to reach
business’ potential clients.

The number of people walking the digital space is increasing on a daily basis with billions
of users to date. This is especially true during this pandemic, where we are all forced to stay at
home, with social distancing in effect, businesses on forced-shut down, and prompting us to do
more activities online. Nowadays, having accounts on social media platforms like Face book,
Instagram , LinkedIn, Pinterest, YouTube is no longer for communicating with family and friends
but more of a marketing strategy for businesses. Owning a social media profile has now become a
vital part of a company’s marketing strategy.

Having a business website on your own is another great way to let your customers see your
brand and service from an in-depth perspective. This is your place of business online, like having
your own physical store, only that it’s virtual. This makes the digital world an excellent place for
both personal and economic growth. Owning a website is now a must-have to succeed. However,
going all out in the digital world doesn’t end with just having a website or simply creating an
account on the available social media platforms. Being consistent through creating quality content
and appealing images to attract customers are only a few of the many ways to help your business
stay on the ground.

Digital marketing is also known as Internet (or) Online advertising, it is a form of marketing
and advertising that involves sending promotional marketing messages to customers through the
Internet. Email marketing, search engine marketing (SEM), Social media marketing, a variety of
display ads (including online banner ads), and Smartphone advertising are all part of it. Internet
advertising, like other types of advertising, often includes both a publisher and an advertiser. The
publisher incorporates ads into its online material, and the advertiser produces the advertisements
to be shown on the publisher's content. Advertising agencies who help to create and position ad
copy, an ad server that produces the ad and records statistics, and advertising associates that do in-
dependent promotional work for the advertising company all are possible participants. And in this
study the Perception of the customer is to analyze that how they satisfied about the work of the
company that they designed the digital marketing product for an organization or customer for
digital advertising purpose and for promotion purpose to market their product or brand to advertise
on the market to attract customers. From this study the effectiveness of the digital marketing is to
analyze, and the effectiveness & customer’s satisfaction level are to be analyzed among the
phoenix digital marketing company’s customer. The data are to be collected by using Google form
and various kind of analysis is to be used and analyzed by using SPSS Software

Online Marketing is the art and science of selling digital networks, such as the internet and
cellular phone networks, for goods and services. In every business area, online marketing is
becoming a hot subject, increasingly playing a very important role in the multi-channel marketing
strategy of any organization. It uses the internet to provide customers with promotional ads. It
includes email marketing, marketing for search engines, marketing for social media, several forms
of display ads (including advertising for web banners), and Smartphone advertising. Like other
advertising media, online advertising frequently involves both a publisher integrates
advertisements into its online content, and an advertiser provides advertisements to be displayed
on the publisher's content. Advertisements to be displayed on the publisher's content are another
potential participant. Other possible participants include advertising agencies that help to produce
and position advertising copies, an advertising server that produces advertising technologically,
and monitors statistics and advertising associates that do the advertiser's independent promotional
work.

1.2 OBJECTIVES OF THE STUDY

1. To Study the impact of Digital Marketing on Consumer buying behavior.

2. To study the awareness of Digital Marketing.

3. To know the effectiveness of digital marketing

1.3 SCOPE OF THE STUDY

 This study is conducted among the customers of digital Marketing. And to know about
the perception towards the company and know their satisfaction level among the company.
This study is also useful for the company to develop marketing strategies to enhance its
market position among their segment.

1.4 LIMITATIONS OF STUDY

Through every care was taken and all intervening factors still, the following limitation were
inevitable.

• This study is mainly based on the customer satisfaction, but the customer
satisfaction will always be charging in nature.
• This study was conducted on India based customers only
• The data collected from 50 respondents.
CHAPTER II

CHAPTER – II
 REVIEW OF LITERATURE

“In writing the review of literature, the purpose is to convey to the reader what knowledge and
ideas have been established on a particular topic, and what their strengths and weaknesses are. It
must be defined by a guiding concept. It is not just a descriptive list of the material available, or a
set of summaries”.

REFERENCES
 CHAPTER III

CHAPTER III

CONCEPTUAL FRAMEWORK
 Digital marketing is the component of marketing that uses the Internet and online based
digital technologies such as desktop computers, mobile phones and other digital media and
platforms to promote products and services. Its development during the 1990s and 2000s changed
the way brands and businesses use technology for marketing. As digital platforms became
increasingly incorporated into marketing plans and everyday life, and as people increasingly use
digital devices instead of visiting physical shops, digital marketing campaigns have become
prevalent, employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games
have become commonplace. Digital marketing extends to non-Internet channels that provide
digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile
ring tones. The extension to non-Internet channels differentiates digital marketing from online
advertising.

Digital marketing is a multifaceted strategy aimed to target, reach out to, and build
relationships with customers online, across a broad range of channels, ultimately getting them to
make a purchase and more purchases in the future.

The results of digital marketing are dramatic. Blogging alone can help brands bring in 67
percent more leads compared to those that never post. SEO also boasts a conversion rate of 14.6
percent, which is dramatically higher than the 1.7 percent conversion rate that traditional outbound
methods deliver.

Digital marketing consists of the following tactics:

• Content Marketing
• Search Engine Optimization (SEO)
• Video Marketing
• Mobile Marketing
• Online Advertising
• Email Marketing
• Social Media Marketing
 A digital marketing agency employs a wide variety of different tactics, strategies, and
online tools to help a business attain its marketing and sales goals. This can make planning and
executing a successful digital marketing campaign a challenging prospect for most solopreneurs
and smaller marketing departments.

History
The development of digital marketing is inseparable from technology development. One
of the first key events happened in 1971, when Ray Tomlinson sent the first email, and his
technology set the platform to allow people to send and receive files through different
machines.[9] However, the more recognizable period as being the start of Digital Marketing is 1990
as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the
storage capacity of computers was already big enough to store huge volumes of customer
information. Companies started choosing online techniques, such as database marketing, rather
than limited list broker. These kinds of databases allowed companies to track customers'
information more effectively, thus transforming the relationship between buyer and seller.
However, the manual process was not as efficient.

In the 1990s, the term Digital Marketing was first coined, with the debut of server/client
architecture and the popularity of personal computers, the Customer Relationship
Management (CRM) applications became a significant factor in marketing technology. [12] Fierce
competition forced vendors to include more service into their software, for example, marketing,
sales and service applications. Marketers were also able to own huge online customer data
by eCRM software after the Internet was born. Companies could update the data of customer needs
and obtain the priorities of their experience. This led to the first clickable banner ad being going
live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it
going live, 44% of all people who saw it clicked on the ad

In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers
began searching products and making decisions about their needs online first, instead of consulting
a salesperson, which created a new problem for the marketing department of a company. In
addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their
own domain address. These problems encouraged marketers to find new ways to integrate digital
technology into market development.
 In 2007, marketing automation was developed as a response to the ever evolving marketing
climate. Marketing automation is the process by which software is used to automate conventional
marketing processes. Marketing automation helped company’s segment customers,
launch multichannel marketing campaigns, and provide personalized information for customers.
Based on their specific activities. In this way, user’s activity (or lack thereof) triggers a personal
message that is customized to the user in their preferred platform. However, despite the benefits
of marketing automation many companies are struggling to adopt it to their everyday uses
correctly.

Digital marketing became more sophisticated in the 2000s and the 2010s, when the
proliferation of devices' capable of accessing digital media led to sudden growth. [21] Statistics
produced in 2012 and 2013 showed that digital marketing was still growing. [22][23] With the
development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter,
consumers became highly dependent on digital electronics in daily lives. Therefore, they expected
a seamless user experience across different channels for searching product's information. The
change of customer behavior improved the diversification of marketing technology.

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web

marketing'. The term digital marketing has grown in popularity over time. In the USA online
marketing is still a popular term. In Italy, digital marketing is referred to as web
marketing. Worldwide digital marketing has become the most common term, especially after the
year 2013.

Digital media growth was estimated at 4.5 trillion online ads served annually with digital
media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses
employing Online Behavioral Advertising (OBA) to tailor advertising for internet users, but OBA
raises concern of consumer privacy and data protection.

Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and researchers.
Most social media platforms have built-in data analytics tools, enabling companies to track the
progress, success, and engagement of ad campaigns. Companies address a range of stakeholders
through social media marketing, including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of a marketing campaign, governance, setting the scope (e.g.
more active or passive use) and the establishment of a firm's desired social media "culture" and
"tone."

When using social media marketing, firms can allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned
media," rather than use marketer-prepared advertising copy.

Social networking websites

Social networking websites allow individuals, businesses and other organizations to

interact with one another and build relationships and communities online. When companies join
these social channels, consumers can interact with them directly. That interaction can be more
personal to users than traditional methods of outbound marketing and advertising.[4] Social
networking sites act as word of mouth or more precisely, e-word of mouth. The Internet's ability
to reach billions across the globe has given online word of mouth a powerful voice and far reach.
The ability to rapidly change buying patterns and product or service acquisition and activity to a
growing number of consumers is defined as an influence network. Social networking sites
and blogs allow followers to "retweet" or "repost" comments made by others about a product being
promoted, which occurs quite frequently on some social media sites. By repeating the message,
the user's connections are able to see the message, therefore reaching more people. Because the
information about the product is being put out there and is getting repeated, more traffic is brought
to the product/company.

Social networking websites are based on building virtual communities that allow
consumers to express their needs, wants and values, online. Social media marketing then connects
these consumers and audiences to businesses that share the same needs, wants, and values.
Through social networking sites, companies can keep in touch with individual followers. This
personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by
choosing whom to follow on these sites, products can reach a very narrow target audience. [4] Social
networking sites also include much information about what products and services prospective
clients might be interested in. Through the use of new semantic analysis technologies, marketers
can detect buying signals, such as content shared by people and questions posted online. An
understanding of buying signals can help sales people target relevant prospects and marketers run
micro-targeted campaigns.

In 2014, over 80% of business executives identified social media as an integral part of their
business. Business retailers have seen 133% increases in their revenues from social media
marketing.

Some examples of popular social networking websites over the years

are Facebook, Instagram, Twitter, Tik Tok, MySpace, LinkedIn, and Snap Chat.

Types of Digital Marketing Agencies

Choosing a digital marketing agency can be challenging if you aren’t familiar with the
industry. Some agencies specialize in one industry or service, while others offer a broad range of
services. Remember that the best one for your business will depend on your budget, your digital
marketing goals and objectives, and how hands-on you want to be in your digital marketing. Below
are seven of the most common types of digital marketing agencies:

1. DIGITAL MARKETING AGENCY

A digital marketing agency reaches customers online through omnichannel marketing,

multichannel marketing, or single-channel marketing. With multichannel and single-channel
marketing, agencies interact with customers in one or multiple channels such as websites, blogs,
email, social media, and more. Omnichannel marketing refers to marketing that provides a
seamless customer experience across channels and devices throughout their lifecycle. A digital
marketing agency typically won’t offer traditional marketing services.

2. FULL-SERVICE DIGITAL MARKETING AGENCY

A full-service digital marketing agency tends to be larger than most other types of agencies
and offer a variety of digital marketing services. Businesses often partner with full-service digital
marketing agencies because they have the experience doing specific projects that the businesses
need done, such as lead nurture campaigns or a website redesign. These agencies can also bring
added muscle to existing marketing departments at a lower cost than it would take to build them
out with new hires.

3. INBOUND MARKETING AGENCY

An inbound marketing agency offers inbound marketing tactics and strategies, which differ
from traditional outbound strategies. Inbound agencies seek to position a business online where
customers can find them, build trust over time, and eventually generate sales. Inbound strategies
can yield significant results over time, but they typically require a longer time horizon (six months
to a year or more) before leads and sales “hockey stick” up.

4. SEO AGENCY

Digital marketing agencies that specialize in SEO (search engine optimization) help their
clients’ websites and website content to rank high on search results. They will have specialists
perform the following:

• Keyword research
• Website audits
• Back link audits
• Website and blog content
• Metadata assessment (checking the quality of URL, title tags, meta descriptions,
etc.)
• Video description optimization
• Link building

An SEO company will utilize a variety of data analytics and website developer tools like
Google Analytics, Google Search Console, SEM Rush, and SEO Moz. SEO agencies are always
early adopters of search engine optimization best practices, including compliance with Google’s
ever-changing search algorithm.
4. DIGITAL AD (PPC) AGENCY

Paid search, also called paid advertising, is the other way to generate traffic to a business
website. Unlike free organic traffic, paid traffic involves spending money to bid on keywords and
ad placement on search results. Digital ads can appear on websites, search result pages (SERPs),
and social media channels.

Digital ad agencies know how to produce attention-getting, keyword-filled ads that

conform to the best practices of the digital platforms on which ads appear. Popular services include
Facebook, Instagram, Twitter, and YouTube ad creation and deployment, and Google Ads
Manager account creation and maintenance.

5. ONLINE AD AGENCY/PPC AGENCY

Paid search, also called paid advertising, is another way to generate traffic to a website.
Unlike free organic traffic, paid traffic involves spending money to bid on keywords and ad
placement on search results. Digital ads can appear on websites, search result pages (SERPs), and
social media channels. This can bring you leads quickly, but your campaign must be properly set
up to reach your target audience.

Digital marketing agencies that focus on online ads know how to produce attention-getting,
optimized ads that conform to best practices. You may choose to hire an online ad agency alone
or in conjunction with other agencies as part of a broader online strategy. While PPC can perform
well on its own, it works best when paired with a less expensive long-term strategy that can
capitalize on the paid traffic you generate.

6. SOCIAL MEDIA AGENCY

Companies turn to social media agencies when they need help with establishing and
maintaining a social media presence. Social media agencies can manage and produce social
content and set up advertisements on social platforms like Facebook and Instagram. They will also
offer services related to responding and reacting to customer interactions on social media
platforms. They may also offer influencer outreach for cross promotion or affiliate marketing.

7. WEB DESIGN AGENCY

A web design agency is composed of creative designers who build customized and
optimized websites or web pages for businesses. Web designers will handle the look, feel, and
functionality of the pages, whether it’s for a brand new website, a website redesign, or a smaller
project. Common services offered by website agencies include user experience and user interface
(UX/UI) design and research, image creation and storage, web development, and web hosting.

DIGITAL MARKETING CONSULTANT

A digital marketing consultant is a professional who may or may not be affiliated with a
digital marketing agency. Digital marketing consultants have a broad knowledge of digital
marketing and can help businesses come up with a digital marketing strategy. They can identify
weaknesses in your current strategy, areas of improvement, and the best way to make the most
gains. They may also have a network of other marketing professionals or agencies they can refer
you to for further assistance.

What Does a Digital Marketing Agency Do?

Companies work with digital marketing agencies because of their expertise in online
marketing. Agencies know the latest trends, best practices, and best tools and strategies that are
needed for digital marketing success.

Below are specific things to expect when working with a digital marketing agency:

DIGITAL MARKETING AGENCIES GROW ORGANIC TRAFFIC TO

YOUR WEBSITE

The overall goal of any digital marketing endeavor is to generate as much organic traffic
to one’s business website. Marketing professionals at digital marketing agencies know the ins and
outs of inbound marketing, customer journeys, and search engine search algorithms. When you
work with a digital marketing agency, organic traffic (traffic from people who find your website
online via a search engine search) to your website will increase. Your website will attract more
leads with fewer costs. These leads will also be better quality leads that will increase the probability
of them making a purchase.

DIGITAL MARKETING AGENCIES GENERATE SALES-READY LEADS

The professionals at digital marketing agencies will know your business, your marketing
goals and objectives, your sales funnel, and your ideal targeted audiences. Additionally, they will
also be knowledgeable in various inbound marketing tactics such as content marketing, social
media marketing, web design, and search engine optimization.

In your sales funnel, different inbound marketing tactics are more effective than others
based on where leads are within your sales funnel. When working with a digital marketing agency,
you’ll be able to get the right message delivered through the right online medium, at the right time
to each lead within your sales funnel. A digital marketing agency will help you generate sales-
ready leads by moving leads from the top of your sales funnel to the bottom.

DIGITAL MARKETING AGENCIES EXPAND YOUR BRAND REACH

Your customers are online. You know that and every digital marketing agency knows that.
Since digital marketing agencies specialize in promoting brands online and creating online
relationships with customers, they know how to expand your brand’s reach online. By working
with a digital marketing agency, your website will get better visibility from keyword research and
buyer persona development done through the agency. If you employ a digital marketing agency to
undertake your social media marketing, your brand will also gain additional online presence on
various social media platforms.

DIGITAL MARKETING AGENCIES IMPROVE YOUR MARKETING

FROM TOP TO BOTTOM
 The digital marketing agency you choose should feel like an extension of your internal
marketing team. What your internal marketing lacks in terms of specialized digital marketing
knowledge and time, your digital marketing agency partner will address.

A digital marketing agency will also catch weaknesses in your current digital marketing
activities. If your marketing team is small, chances are you won’t have the expertise your unique
digital marketing campaign needs to be effective. For example, you need to web design, SEO,
public relations, email marketing, and social media marketing. You may not have the expertise in
all these areas.

A full-service digital marketing agency like Yokel Local, on the other hand, offers:

• Search engine optimization

• Pay-per-click advertising (PPC)

• Social media marketing

• Marketing automation

• Content marketing

• Facebook advertising

• PR services

• Email marketing

• Video production

• Event coordination

• Website development

Top 3 Digital Marketing Agencies in the World

1. WebFX

2. Ignite Visibility

3. Social SEO
CHAPTER IV

CHAPTER IV
 RESEARCH METHODOLOGY

A Research methodology involves specific techniques that are adopted on research process
to collect, assemble and evaluate data. It defines these tools that are used to gather relevant
information in a specific in a research study.

4.1 Area of study:

The area of the study describes the customer satisfaction for a digital marketing company

4.2 Source of data:

Primary data
The first-hand information collected by the researcher after finalizing the study area.
Through well-structured questionnaire primary data was collected. It was collected from 50
respondents.
Secondary data
The secondary data was collected from the study related websites, journals, and magazines.
It was also collected through the library to facilitate proper understanding of the conceptual frame
work about the study.

4.3 Sample size:

For the purpose of the study 50 questionnaires were collected. Convenience sampling
method is administered in this study.
4.4 Data analysis:
The collected data is then edited consolidated and subjected to suitable statistical test and
the data is presented in the form of percentage and exhibits.
Tools used for analysis
• Percentage analysis
• Average rank analysis
Limitation
The study is restricted to Coimbatore district only.
4.5 CHAPTER SCHEMES
Chapter 1: Introduction and Design of the study
 The chapter presents the introduction, statement of the problem, objectives of the study,
scope of the study and limitations of the study.

Chapter 2: Review of Literature

The chapter provides the sources and resources of the literature prevalent in the area
pertaining to the study undertaken.

Chapter 3: Conceptual Framework

This chapter deals with the frame work of information regarding digital marketing
companies, types and function of digital marketing companies and also the top digital marketing
agencies in the world.

Chapter 4: Research Methodology

This chapter deals with the area of the study, sources of data collected for the study and
tools used for the analysis of data collected.

Chapter 5: Analysis and Interpretation

This Chapter Deals with the Analysis and Interpretation of the study.

Chapter 6: Findings, Suggestions and Conclusion

This chapter provides brief summary of Findings, Suggestions and Conclusion of the study.