Report File.

A
RESEARCH PROJECT
On
“DIGITAL MARKETING IN COVID-19 PROVIDED BY

ALLSOFT SOLUTIONS PVT. LTD.”
Submitted to
Maharishi Markandeshwar
(Deemed to be University, Mullana)
In the partial fulfillment of the Degree of Bachelor of Business Administration
Submitted to: Submitted by:

Mr. Divas Gupta Purnima
Assistant Professor Roll No-1217011
MM INSTITUTE OF MANAGEMENT
MAHARISHI MARKANDESHWAR DEEMED
TO BE UNIVERSITY, MULLANA, AMBALA.
(NAAC Accredited Grade „A‟ University)
1
DECLARATION
I, Purnima BBA (6th Sem) of the Maharishi Markandeshwar University, Mullana

hereby declare that the Research Project enlisted ―Digital marketing in Covid -19
Provided By Allsoft Solutions Pvt. Ltd.” is an original work and data provided in the
study is authentic to the best of my knowledge.
This report has not been submitted to any other institute for the award of any other
degree.
(Purnima)
2
ACKNOWLEDGEMENT
It was indeed a unique experience and privilege for me in my regular course curriculum
for the fulfillment of my B.B.A from Maharishi Markandeshwar University, Mullana.
I am thankful to my family and friends for providing me moral support for the
completion of my project. .
I place sincere gratitude and appreciation to my project guide Mr. Divas Gupta Asst.
professor of Maharishi Markandeshwar Institute of Management, for his kind
cooperation and guidance which enabled me to complete this project.
Purnima
3
PREFACE
A student may acquire sufficient knowledge of business management by reading theory

books during study period but actual and practical knowledge is must for every student.
Practical knowledge is an important suffix to theoretical knowledge. One cannot merely

depend upon the theoretical knowledge. Classroom lectures give knowledge about
fundamental concepts of management. They also facilitate the learning of practical things.
However to develop healthy managerial and administrative skills for potential managers,
it is necessary that they combine their classroom learning with real life project research
which plays a significant role in the curriculum of business management course.
Science without its practical application or knowledge is considered to be unsystematic.

Since management is a developing science, the student of management course is required
to undergo a project in the final year of course.
Thus for the fulfillment of the above requirement a project was undertaken by me on the
topic ―Digital marketing in Covid -19 Provided By Allsoft Solutions Pvt. Ltd.”The
project was a good experiences and helped me in widening my knowledge and sharpening
management skill.
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CONTENTS
Title Page No.

Sr .No.
Introduction
1. 1-40
1.1. Industry profile
1.2 Company profile
1.3 About the Topic
Literature review
2. 41-43
Objectives of the Study
3. 44-45
4. Research Methodology
46-51
5. Data Analysis and Interpretation
52-66
Result & Finding 67-68
6.
Limitations 69-70
7.
Suggestion 71-72
8.
Conclusion 73-74
9.
Bibliography 75-76
Annexure 77-78
5
CHAPTER- 1
INTRODUCTION
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1.1 INFORMATION TECHNOLOGY
Information technology in India is an industry consisting of two major components: IT

services and business process outsourcing (BPO). The sector has increased its
contribution to India's GDP from 1.2% in 1998 to 7.5% in 2012. According
to NASSCOM, the sector aggregated revenues of US$147 billion in 2015, with export
revenue standing at US$99 billion and domestic revenue at US$48 billion, growing by
over 13%.
History
India's IT Services industry was born in Mumbai in 1967 with the establishment of the
Tata Group in partnership with Burroughs. The first software export zone,SEEPZ – the
precursor to the modern-day IT park – was established in Mumbai in 1973. More than 80
percent of the country's software exports were from SEEPZ in the 1980s.
The Indian economy underwent major economic reforms in 1991, leading to a new era of
globalization and international economic integration, and annual economic growth of
over 6% from 1993–2002. The new administration under Atal Bihari Vajpayee (who was
Prime Minister from 1998–2004) placed the development of Information Technology
among its top five priorities and formed the Indian National Task Force on Information
Technology and Software Development.
Wolcott & Goodman (2003) report on the role of the Indian National Task Force on
Information Technology and Software Development:
Within 90 days of its establishment, the Task Force produced an extensive background
report on the state of technology in India and an IT Action Plan with 108
recommendations. The Task Force could act quickly because it built upon the experience
and frustrations of state governments, central government agencies, universities, and the
software industry. Much of what it proposed was also consistent with the thinking and
recommendation notions of international bodies like the World Trade Organization
(WTO), International Telecommunications Union (ITU), and World Bank. In addition,
the Task Force incorporated the experiences of Singapore and other nations, which
implemented similar programs. It was less a task of invention than of sparking action on a
consensus that had already evolved within the networking community and government.
7
Regulated VSAT links became visible in 1994. Desai (2006) describes the steps taken to
relax regulations on linking in 1991:
In 1991 the Department of Electronics broke this impasse, creating a corporation

called Software Technology Parks of India (STPI) that, being owned by the government,
could provide VSAT communications without breaching its monopoly. STPI set up
software technology parks in different cities, each of which provided satellite links to be
used by firms; the local link was a wireless radio link. In 1993 the government began to
allow individual companies their own dedicated links, which allowed work done in India
to be transmitted abroad directly. Indian firms soon convinced their American customers
that a satellite link was as reliable as a team of programmers working in the clients‘
office.
Videsh Sanchar Nigam Limited (VSNL) introduced Gateway Electronic Mail Service in
1991, the 64 kbit/s leased line service in 1992, and commercial Internet access on a
visible scale in 1992. Election results were displayed via National Informatics Centre's
NICNET.
"The New Telecommunications Policy, 1999" (NTP 1999) helped further liberalise
India's telecommunications sector. The Information Technology Act, 2000 created legal
procedures for electronic transactions and e-commerce.
A joint EU-India group of scholars was formed on 23 November 2001 to further promote
joint research and development. On 25 June 2002, India and the European Union agreed
to bilateral cooperation in the field of science and technology. India holds observer status
at CERN, while a joint India-EU Software Education and Development Center will be
located in Bangalore.
Contemporary situation
In the contemporary world economy India is the second-largest exporter of IT. Exports
dominate the Indian IT industry and constitute about 77% of the industry's total revenue.
However, the domestic market is also significant, with robust revenue growth. The
industry‘s share of total Indian exports (merchandise plus services) increased from less
than 4% in FY1998 to about 25% in FY2012. The technologically-inclined services
sector in India accounts for 40% of the country's GDP and 30% of export earnings as of
2006, while employing only 25% of its workforce, according to Sharma (2006).
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According to Gartner, the "Top Five Indian IT Services Providers" are Tata Consultancy
Services, Infosys, Cognizant, Wipro, and HCL Technologies.
Future outlook
The Indian IT market currently focuses on providing low-cost solutions in the services
business of global IT. The presence of Indian companies in the product development
business of global IT is very meager, however, this number is slowly on the rise. The
other prominent trend is that IT jobs, once confined to Bangalore, are slowly starting to
experience a geographical diffusion into other cities like Chennai, Hyderabad and Pune.
According to Google estimates, the Indian community of developers will be the largest in
the world by 2018.
New directions in research and development
Research in the industry was earlier concentrated in Programming languages like Java,
but in the recent times the research focus has changed towards technologies like Mobile
computing, Cloud computing and Software as a Service. This shift is attributed to the
preference of clients for ubiquitous computing over standalone computing.
Major information technology hubs
Sharma (2006) states: "Today, Bangalore is known as the Silicon Valley of India and
contributes 38% of Indian IT Exports. India's second and third largest software companies
are headquartered in Bangalore, as are many of the global Companies. Cities like
Hyderabad, Chennai, Pune and Gurgaon are also emerging as technology hubs, with
many global IT companies establishing headquarters there. Numerous IT companies are
also based in Mumbai.
Position City Description
Bangalore is known as the Silicon Valley of India and the IT
1 Bangalore Capital of India. It is considered to be a global information

technology hub and it is India's largest exporter both of IT overall
and of software. Some of the top Indian IT service providers
9
like Infosys, Wipro, Mindtreeand Mphasis are headquartered in
Bangalore. It is also the site of the national headquarters of many
top international firms like Intel, Texas Instruments,
Bosch, Yahoo, SAP Labs, and Continental, among others.
Bangalore alone accounts for more than 35% of all IT companies
present in India and contains close to 5,000 companies, making it
India's largest IT contributor.
Hyderabad – known as the HITEC City or Cyberabad – is a major

global information technology hub, the second-largest IT exporter
in India, and the largest bioinformatics hub in India. It is the site
2 Hyderabad
of the first Microsoft development center in India, which is also
Microsoft's largest software development center outside of its
headquarters in Redmond, USA.
The city has a world-class IT infrastructure with dedicated

expressway nicknamed as IT expressways, and many other IT
3 Chennai parks promoted by both government and private entities. The
city's strong industrial base also favors the establishment of many
major R&D centers in its vicinity.
Mumbai is headquarters to Tata Consultancy Services, India's

largest IT company. Other major IT companies based in the city
4 Mumbai
includeDatamatics, Patni, L&TInfotech, 3i
Infotech, Mastek and Oracle FinServ.
Pune is one of the leading Indian and international IT services and

outsourcing exporters. The next biggest IT park of India (Rajiv
5 Pune Gandhi IT Park at Hinjawadi) is expected to scale up to phase 7.
Pune is also known as the Tech City, which consists of many
Multi National Corporations like Infosys, wipro, TCS etc.
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The National Capital Region includes Delhi, Gurgaon and Noida,
6 Gurgaon which are clusters of software development with offices of many
Multi National Corporations.
Among Tier II cities, Thiruvananthapuram (Trivandrum), capital of Kerala state, is

foremost in the growth of IT infrastructure. As the software hub of Kerala, it accounts to
80% of the state's software exports. Major campuses and headquarters of companies such
as Infosys, Oracle Corporation, IBS Software Services andUST Global are located in the
city.
India's biggest IT company Tata Consultancy Services is building the country's largest IT
training facility in Trivandrum, a project worth INR10 billion that will have the capacity
for 10,000 seats The completion of the facility is expected in 2014 or 2015.
Employment generation
The IT sector has also led to massive employment generation in India. The industry
continues to be a net employment generator — expected to add 230,000 jobs in fiscal year
2012, thus directly employing about 2.8 million people and indirectly employing 8.9
million, making it a dominant player in the global outsourcing sector. However, it
continues to face challenges of competitiveness in the globalised and modern world,
particularly from countries like China and Philippines.
India's growing stature in the Information Age enabled it to form close ties with both
the United States and the European Union. However, the recent global financial
crises have deeply impacted Indian IT companies as well as global companies. As a
result, hiring has dropped sharply, and employees are looking at different sectors like
financial services, telecommunications, and manufacturing, which have been growing
phenomenally over the last few years.
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COMPANY PROFILE
12
1.2 Allsoft solutions and services Pvt. Ltd. – IBM CE
Allsoft Solutions, Inc. is a software consulting and development company specializing in variety
of technologies.
We blend creative and impressive planning, strategic with expert knowledge to tackle the
toughest challenges for businesses.
Our motive is to achieve 100% client satisfaction by economically delivering ideal solutions
tailored for each client.
Allsoft Solutions is a step to not only 100% placements, but also better job offers even after
placements. Allsoft founded in 2000, ASI‘s corporate headquarters is in Philadelphia.
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FACTSHEET
Basic Information
Nature of Business Service Provider
Company CEO Shefaly Dutta
Year of Establishment 2001
Legal Status of Firm Private Limited

Company
VALUES
• Industry expert with domain knowledge
• Young & Dynamic team with experience
• Handshake with IBM technology
• Expert onsite, nearshore and offshore.
VISION & MISSION
To be a leader in human and organizational development and a world-class supplier of IT

products and services.
Our Mission is to deliver skills, Knowledge that significantly increase our course participants
on the job productivity, thereby enhancing their contribution to the goals of their organization
and to maximize human potential through Applied Knowledge, Best Practices and an
Innovative Mindset.
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WORK FORCE
Allsoft Solutions Product Development team help our clients either to develop new
application or customize, update existing product systems integrate. Our best quality state of
the skill software development facility helps us make the entire process simple, attractive, cost
effective and efficient. Our product development services cover an impressive range of
technologies with a focus on IBM Solutions. Some of the normally used technologies include
Service Oriented Architecture, IBM Web Sphere, J2EE, IBC Web Sphere Process Server,
IBM Web Sphere Portal Servers, People Soft, PHP, DB 2, Oracle, SQL, Interwoven, C#,
Document um, UNIX, AIX, Mercury and Rational Tools etc. IN addition to our expertise in
cutting edge technology we follow a very strict and full product life cycle. Allsoft Solutions
and Services starts the development procedure with a detailed requirement defining the
application architecture, analysis, designing a prototype, followed by redesign and testing.
This procedure is followed alongside a software development life cycle (SDLC). From
harnessing latest technologies to making the most of your existing infrastructure, we work
with you to create the perfect strategy to help you attain your organization‘s goals. We endow
services in the following areas:
Consulting,
Software development,
Education,
Customer Support.
15
SERVICES BY ALLSOFT SOLUTIONS AND SERVICES
1. AUTOMOTIVE INDUSTRY:
Allsoft Solutions and Services helps by focusing on competitive differentiation while steering
toward value in areas ranging from global manufacturing to after-sales and services.
In line with the constant change that the automotive industry experiences, Allsoft Solutions
and Services tracks, analyzes, develops and implements industry solutions that cover every
aspect of the business.
We have been creating cutting-edge solutions for our automotive customers around
engineering, electronics, new materials, systems integration, plant automation, testing, quality,
energy management, alternative technologies, procurement and logistics, market penetration
and after sales service.
Our services provide the automotive industry with solutions that drive efficiency while
significantly reducing production costs without compromising quality. Our solutions help
automotive manufacturers adapt to change and rapidly reshape their business, improve sales
processes, strengthen their brands, address new markets and build lasting relationships with
their customers.
2. APPLICATION DEVELOPMENT:
Software Product Engineering is a systematic end-to-end process which involves stages

beginning from the nascent Research & Development, through the stages of Software
development lifecycle including Requirement gathering, Designing and Building the product,
QA and Testing, Implementation, till Support and Maintenance of the product to ensure that
the final product is reliable, efficient and cost-effective.
Allsoft Solutions and Services, since its inception, has embraced product engineering as one of
its core business focus. Our proven expertise enables us to offer comprehensive and fail-proof
methodologies to ensure you meet the dynamic market demands and introduce products faster
to the market.
Cloud computing
Allsoft Solutions and Services‘ integrated cloud platform can provide your organization the
architecture required to amalgamate your business requirements with IT projects, breaking
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traditional barriers and simplifying access to information in order to deliver better business
outcomes. We help create a seamlessly integrated, efficient yet flexible foundation that can
scale to meet your service needs, optimize your workloads, while empowering your
organization to define and create new services & offerings.
Desktop application development
Desktop applications provide the security, control and reliability which the web applications
though popular and sophisticated, cannot match up to the Desktop applications we engineer
bring out the best of both, as we offer the power and performance of desktop applications with
the modern user interface of web applications. Allsoft Solutions and Services perseveres to
rapidly transform your dynamic ideas and concepts into new products and applications while
improving application performance, reducing your business operations‘ complexity, and
accelerating your business productivity.
Our industry expertise and technical experience in the development of desktop, client-server,
Intranet and Web-based applications has enabled us to offer enterprise solutions for a broad
spectrum of industries, including IT, Financial Services, Hospitality, Medical, Energy,
Transportation, Real Estate, Education etc. for different geographical areas.
Mobile Application Development
Significant breakthroughs in mobile technology and connectivity have given rise to a

phenomenal increase in the number of mobile applications being used today, in all walks of
life. The reach of mobile apps has pierced the business domain and is bringing in changes
never seen before.
By collaborating with leading technology partners, Allsoft Solutions and Services empowers
you to stay abreast of the mobile technologies and innovations being churned out regularly.
Our industry expertise and technical experience in the development of desktop, client-server,
Intranet and Web-based applications has enabled us to offer enterprise solutions for a broad
spectrum of industries, including IT, Financial Services, Hospitality, Medical, Energy,
Transportation, Real Estate, Education etc. for different geographical areas. Our dynamic and
path-breaking mobile applications are designed to increase business productivity and
application efficiency. Our dedicated team of mobile application experts can design and
develop a custom application to suit your business needs. The application can be built from
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scratch or the aesthetics of your existing application can be enhanced to meet your specific
requirements.
RIA Development
Internet has come a long way since its advent, right from the static websites to the much richer
and interactive experience provided by multitude of dynamic websites today. This is achieved
by Rich Internet Application (RIA), which is a web application that provides unparalleled full-
featured functionality through various web platforms.
Web Application Development
Organizations need to adopt an agile, pioneering and outgoing approach to strategically

address complex web application issues and simultaneously increase revenues while reducing
operational costs. With Allsoft Solutions and Services‘ proven and practical standards of
tailored web application development, you are provided with the right solution that is efficient,
reliable and secure.
The solutions to RIA Development are as below:
Content Management System (CMS)

Shopping Cart applications with real time credit card processing.
E Help desk management systems (CRM)
Ecommerce websites
Health care management solutions
Hospitality solutions
 SOFTWARE PRODUCT ENGINEERING:

Allsoft Solutions and Services has embraced Software Product Engineering as its core business focus,
since its inception. Our dedicated team, that brings decades of experience together, thrusts great
emphasis on meeting the demands of global organizations that wish to outsource their product
development. We assure software product engineering services that can help you reduce your costs and
offer you quality products, delivered within your estimated timeline.
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ABOUT THE TOPIC
19
Digital Marketing
Strategies of Digital Marketing
1.3.1 Twitter
Twitter allows companies to promote their products in short messages limited to 140
characters which appear on followers‘ home pages. Messages can link to the product‘s
website, Face book profile, photos, videos, etc. Twitter is also used by companies to
provide customer service. Some companies make support available 24/7 and answer
promptly, thus improving brand loyalty and appreciation.
Figure 1
1.3.2 Facebook
Facebook pages are far more detailed than Twitter accounts. They allow a product to
provide videos, photos, and longer descriptions, and testimonials as other followers can
comment on the product pages for others to see. Facebook can link back to the product‘s
Twitter page as well as send out event reminders.A study from 2011 attributed 84% of
"engagement" or clicks to Likes that link back to Facebook advertising. By 2014
Facebook had restricted the content published from businesses' and brands' pages.
Adjustments in Facebook algorithms have reduced the audience for non-paying business
pages (that have at least 500,000 "Likes") from 16% in 2012 down to 2% in February
2014.
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1.3.3 Google
Google+, in addition to providing pages and some features of Facebook, is also able to
integrate with the Google search engine. Other Google products are also integrated, such
as Google Adwords and Google Maps. With the development of Google Personalized
Search and other location-based search services, Google+ allows for targeted advertising
methods, navigation services, and other forms of location-based marketing and
promotion. Google+ can also be beneficial for other digital marketing campaigns, as well
as social media marketing. Google+ authorship was known to have a significant benefit
on a website's search engine optimisation, before the relationship was removed by
Google. Google+ is one of the fastest growing social media networks and can benefit
almost any business.
Figure 2
1.3.4 LinkedIn
LinkedIn, a professional business-related networking site, allows companies to create

professional profiles for themselves as well as their business to network and meet
others. Through the use of widgets, members can promote their various social networking
activities, such as Twitter stream or blog entries of their product pages, onto their
LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales
leads and business partners. Members can use ―Company Pages‖ similar to Facebook
pages to create an area that will allow business owners to promote their products or
services and be able to interact with their customers. Due to spread of spam mail sent to
job seeker, leading companies prefer to use LinkedIn for employee's recruitment instead
21
using different job portals. Additionally, companies have voiced a preference for the
amount of information that can be gleaned from LinkedIn profile, versus a limited email.
1.3.5 Yelp
Yelp consists of a comprehensive online index of business profiles. Businesses are

searchable by location, similar to Yellow Pages. The website is operational in seven
different countries, including the United States and Canada. Business account holders are
allowed to create, share, and edit business profiles. They may post information such as
the business location, contact information, pictures, and service information.
1.3.6 Foursquare
Foursquare is a location based social networking website, where users can check into
locations via a Swarm app on their smartphones. Foursquare allows businesses to create a
page or create a new/claim an existing venue.
Figure 3
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1.3.7 Instagram
In May 2014, Instagram had over 200 million users. The user engagement rate of
Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter.
According to Scott Galloway, the founder of L2 and a professor of marketing at New
York University‘s Stern School of Business, latest studies estimate that 93% of prestige
brands have an active presence on Instagram and include it in their marketing mix. When
it comes to brands and businesses, Instagram's goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment.
Moreover, Instagram provides a platform where user and company can communicate
publicly and directly, making itself an ideal platform for companies to connect with their
current and potential customers.
Many brands are now heavily using this mobile app to boost their visual marketing
strategy. Instagram can be used to gain the necessary momentum needed to capture the
attention of the market segment that has an interest in the product offering or services. As
Instagram is supported by Apple and android system, it can be easily accessed by smart
phone users. Moreover, it can be accessed by Internet as well. Thus, the marketers see it
as a potential platform to expand their brands exposure to the public, especially the
younger target group. On top of this, marketers do not only use social media for
traditional Internet advertising, but they also encourage users to create attention for a
certain brand. This generally create an opportunity for greater brand
exposure. Furthermore, marketers are also using the platform to drive social shopping and
inspire people to collect and share pictures of their favorite products. Many big names
have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs, Red Bull are a few
examples of multinationals that adopted the mobile photo app early.Instagram has proven
itself a powerful platform for marketers to reach their customers and prospects through
sharing pictures and brief messages. According to a study by Simply Measured, 71% of
the world‘s largest brands are now using Instagram as a marketing channel. For
companies, Instagram can be used as a tool to connect and communicate with current and
potential customers. The company can present a more personal picture of their brand, and
by doing so the company conveys a better and true picture of itself. The idea of Instagram
pictures lies on on-the-go, a sense that the event is happening right now, and that adds
another layer to the personal and accurate picture of the company. Another option
Instagram provides the opportunity for companies to reflect a true picture of the brand
23
through the perspective of the customers, for instance, using the user-generated contents
thought the hashtags encouragement. Other than the filters and hashtags functions, the
Instagram‘s 15-second videos and the recently added ability to send private messages
between users have opened new opportunities for brands to connect with customers in a
new extent, further promoting effective marketing on Instagram.
1.3.8 YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target
audience. The type of language used in the commercials and the ideas used to promote the
product reflect the audience's style and taste.Also, the ads on this platform are usually in
sync with the content of the video requested, this is another advantage YouTube brings
for advertisers. Certain ads are presented with certain videos since the content is relevant.
Promotional opportunities such as sponsoring a video is also possible on YouTube, "for
example, a user who searches for a YouTube video on dog training may be presented with
a sponsored video from a dog toy company in results along with other videos." YouTube
also enable publishers to earn money through its YouTube Partner Program.
Figure 4
1.3.9 Social Bookmarking Sites
Websites such as Delicious, Digg, Slashdot, diigo, stumbleupon and Reddit are
popular social bookmarking sites used in social media promotion. Each of these sites is
dedicated to the collection, curation, and organization of links to other websites. This
process is crowdsourced, allowing members to sort and prioritize links by relevance and
general category. Due to the large user bases of these websites, any link from one of them
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to another, smaller website usually results in a flash crowd. In addition to user generated
promotion, these sites also offer advertisements within individual user communities and
categories. Because ads can be placed in designated communities with a very specific
target audience and demographic, they have far greater potential for traffic generation
than ads selected simply through cookie and browser history. Additionally, some of these
websites have also implemented measures to make ads more relevant to users by allowing
users to vote on which ones will be shown on pages they frequent. The ability to redirect
large volumes of web traffic and target specific, relevant audiences makes social
bookmarking sites a valuable asset for social media marketers.
1.3.10 Blogs
Platforms like LinkedIn create an environment for companies and clients to connect
online. Companies that recognize the need for information, originality, and accessibility
employ blogs to make their products popular and unique, and ultimately reach out to
consumers who are privy to social media. Blogs allow a product or company to provide
longer descriptions of products or services, can include testimonials and can link to and
from other social network and blog pages. Blogs can be updated frequently and are
promotional techniques for keeping customers, and also for acquiring followers and
subscribers who can then be directed to social network pages.Online communities can
enable a business to reach the clients of other businesses using the platform. To allow
firms to measure their standing in the corporate world, sites like Glassdoor enable
employees to place evaluations of their companies Some businesses opt out of integrating
social media platforms into their traditional marketing regimen. There are also specific
corporate standards that apply when interacting online. To maintain an advantage in a
business-consumer relationship, businesses have to be aware of four key assets that
consumers maintain: information, involvement, community, and control.
1.3.11 Tumblr
Tumblr first launched ad products on May 29, 2012. Rather than relying on simple banner
ads, Tumblr requires advertisers to create a Tumblr blog so the content of those blogs can
be featured through the site. In one year, four native ad formats were created on web and
mobile, and had more than 100 brands advertising on Tumblr with 500
cumulative sponsored posts.
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Ad formats
Sponsored Mobile Post – Advertisements (Advertisers‘ blog posts) will show up on

user‘s Dashboard when the user is on a mobile device such as smartphones and
tablets, allowing them to like, reblog, and share the sponsored post.
Sponsored Web Post – "Largest in-stream ad unit on the web" that catches the users‘
attention when looking at their Dashboard through their computer or laptop. It also
allows the viewers to like, reblog, and share it.
Sponsored Radar – Radar picks up exceptional posts from the whole Tumblr
community based on their originality and creativity. It is placed on the right side next
to the Dashboard, and it typically earns 120 million daily impressions. Sponsored
radar allows advertisers to place their posts there to have an opportunity to earn new
followers, Reblogs, and Likes.
Sponsored Spotlight – Spotlight is a directory of some of the popular blogs
throughout the community and a place where users can find new blogs to follow.
Advertisers can choose one category out of fifty categories that they can have their
blog listed on there.
These posts can be one or more of the following: images, photo sets, animated GIFs,
video, audio, and text posts. For the users to differentiate the promoted posts to the
regular users‘ posts, the promoted posts have a dollar symbol on the corner. On May 6,
2014 Tumblr announced customization and theming on mobile apps for brands to
advertise.
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FIVE KEY DIGITAL MARKETING STRATEGIES DURING COVID-
19: REDEFINING AND REDEPLOYMENT
While nobody can predict what a post-coronavirus reality would look like, one thing is
certain for marketers: digital channels are more important than ever. Online channels now
play an increasingly crucial role, as people continue to self-isolate and spend more time
online. In Italy, for instance, once the government introduced country-wide quarantines in
mid-March, online traffic spiked 30%.
Today, we are seeing similar trends occur globally. In these sensitive times, what digital
marketing strategies should marketers consider as they strive to communicate
appropriately with consumers?
Responding to customer needs empathetically, in a personalised manner, while respecting

new personal restrictions and circumstances, is crucial. To enable this sort of
personalisation – and at scale – marketers need to ensure they use or optimise their use of,
various marketing technologies available to them. Aside from that, it is worth reviewing,
and implementing the following strategies.
Redefine your business goals
The disrupted marketing landscape requires a thorough reassessment of an organisation‘s

business goals against its supporting marketing strategy. Is brand purpose and messaging
still relevant? Ask questions like: what do customers want now? What do they need to
hear? Can your brand fulfil that need now?
Assuming it does, make your critical contribution the central focus of marketing
messaging. If not, does your brand require a redistribution of marketing budgets, and will
consumers need to be directed from physical to digital storefronts? Updating your
marketing mix and budget allocations is the next step (see 3. Omnichannel). Funds could
be drawn from, for example, in-person event marketing to support here.
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Save outbound messages for critical communications
Before you send a coronavirus-related email to your entire mailing list, remember: You‘re
communicating in an over-messaged environment. Use segmentation and ensure your
message counts.
Are you cancelling an event, product rollout or service offering? Do you have crucial
information about product inventory or delivery times? Of course, a message to affected
consumers is in order. Otherwise, silence is golden. The pandemic is not a marketing
trend, although lots of companies are chiming in. Ensure relevance and value in every
communication.
Further, perform an audit to control the cadence of marketing automation. How often do
customers want to hear from you? Crossing the line might annoy some and sour brand
reputation. Instead, encourage people to come to you. Ensure consumers can find answers
to questions easily (see 4. Inbound).
Use omnichannel to your advantage
In the UK, ―all shops selling ‗non-essential‘ goods have been ordered to close but
online retail is still open and encouraged. Therefore, redefining your brand‘s business
goals will help identify the strong points in your omnichannel offering.
Ensuring marketing automation no longer nudges physical store visits is important, too.
Rather, formulate campaigns that reward online shopping (e.g. double rewards on digital
purchases). Moreover, if you can identify your most loyal offline customers, use that
information to encourage online conversion.
As people wait for the current situation to get better, a little personal acknowledgement
goes a long way. Using data from profiles in your customer data platforms, serve
personalised experiences across channels and devices. Although the shopping experience
is hard to replicate online, individualised product recommendations – created with AI
engines and delivered at scale – can make your message stand out.
28
Test-drive your inbound marketing for Covid-19
In the event of a surge in online traffic, are you prepared for more consumers proactively
researching your business? Or indirectly arriving at your website through SEO and paid
search? Remove the guesswork. Test-drive inbound marketing – including websites,
chatbots, videos and brochures – for an array of search journeys.
Can people easily find your business via search engines? What about voice search? Does
your website content offer answers to current questions? Now is a good time to update
your website FAQs too, also benefiting voice search rankings, with new information
relating to Covid-19 in particular. Use data from web sessions and contact centres (see 5.
Data) to see what consumers need right now.
Analyse and measure everything
During this pandemic, new search trends will emerge almost daily. That‘s why data
analysis and reporting are crucial. Learning what pages consumers visit and what
searches they perform can help fine-tune marketing messages on the go (see point one)
and deliver relevant content.
Ask questions like: Who are my most valuable offline customers? How can I nudge them
towards online conversion? Which messages create the most engagement now, and can I
create more? Do I have relevant information for consumers living in a specific area? Can
I identify key workers and offer a token of gratitude?
Owning actionable data about consumers is key, and marketing automation technology
typically offers this capability and can use it effectively. In times like these, it is about
using that power and combining it with smart ideas for targeted campaigns based on real-
time data. Today we have the tools to gain insights on what consumers need in the
moment and respond with personal relevance at an unprecedented scale. Taking
advantage of this will be key while consumers are distancing themselves physically, but
remain connected digitally, perhaps closer than ever.
When was the last time you heard an incoming CMO say the business they are joining
had a martech stack to die for; everything was optimal and there is no reason to change
any of the existing technology favoured by their predecessor? Probably never.
29
CMOs come and go, on average, every 43 months. So, every three and a half years,
marketing organisations re-start the journey of marketing technology transformation and
go through significant upheaval in a new quest for a technological utopia.
But here‘s the rub. The marketing doesn‘t get that much better. Brands don‘t start to do
anything transformational. In fact, marketing teams often take a step backwards. Brands
end contracts with good partners and lose good working relationships. Teams tread water,
experiencing professional limbo, while pitches get undertaken and (often painful)
transition happens. Teams have to re-learn much of what they knew already just to get to
the same place they were six months ago.
And, in the rare cases where brands do actually take a step forward, does the incremental
benefit outweigh the cost that the business has incurred? It‘s doubtful and unlikely even
measured effectively.
This is not to suggest that CMOs should stop seeking out and implementing new
technology that solves new problems and provides new opportunity. There are some cases
where you do need to change your platform, because your marketing needs have
fundamentally changed.
But in order to drive a change in marketing effectiveness, could finding a partner to help
you use your existing technology have a better outcome?
What could change instead?
A new CMO is expected to move things forward, so there is an immediate expectation

that things should be changed and your tech stack is an obvious place to start. But what
would happen if the CMO looked for ways to enhance and improve what they had, rather
than to rip it all out and start again? If your issue is that you‘re spamming everyone three
times a week with a generic, poorly-designed campaign and it takes you six weeks to get
anything out the door, you can spend as much as you like on best-of-breed technology,
you‘ll still be doing the same six months down the line. It‘ll just be costing you more.
Successful change within a business depends on three things: people, process, and
technology. Organisations rarely use their marketing technology to the best of its ability.
30
In fact, in most cases, it‘s not even close. So, perhaps CMOs should be looking to
transform their people or processes instead?
People
Technology platforms are complicated. They evolve quickly. But how well are you
ensuring your marketers are always up to speed? Especially when training is always
under-invested in.
Do you also have enough staff and the right specialisms within your teams? If you‘re not
honest about this or fail to leverage the expertise that agency partners can provide then
you‘ll surely fail. It‘s not good enough to buy a new platform for £2m and then expect
graduates with no experience to be able to extract its full value.
Solid guidance suggests that for every £100 you spend on marketing technology, you
should spend between £500 and £1,000 on people to support and service it.
Processes
There are plenty of reasons why marketing organisations fail when it comes to processes
– from global vs. local, too many stakeholders, internal politics, to poor briefing and
communication. But the one that has the biggest impact on underperforming technology
is a misaligned organisational structure.
If your global marketing vision is to deliver a seamless customer experience across every
channel and touchpoint then make sure you‘re structured accordingly. Just buying new
technology won‘t deliver this. You can‘t have a social team that doesn‘t speak to the
CRM team, or a media team that is at odds with the web team, and you can‘t think what
works in one market will automatically work everywhere else.
In order to put the customer at the heart of your business, remove the internal barriers to
delivering that vision and incentivise both your internal and agency teams to work
together to achieve that goal.
So, if you‘re not the average CMO, think again before you call the next tech pitch. Invest
in your team and your existing agency partners. Champion new ideas that can improve,
31
evolve and optimise what you already do. Explore the untapped capabilities you‘re
already paying for and be open-minded about the experience of your partners.
Find the blockages internally and navigate around them – or change them if you can – to
help your organisation serve the greater good – your customers.
Unless it‘s unquestionably the right thing to do, think twice before changing your tech
again. If new technology was always the answer, perhaps the average CMO would stick
around for longer.
Clearly, the COVID-19 pandemic has caused a sea change in the events industry.
As headlines published surrounding lockdowns across the globe, those organising

upcoming events scrambled to assuage eventgoers. They also had another difficult task at
hand: deciding whether to move fully to digital versus cancelling their carefully planned
meetings entirely. For those who decided to move online, the question was about
engagement: How would they replicate the immersive touchpoints that make many
eventgoers attend in the first place?
Luckily, all experiences can be immersive, whether they‘re live or digital. Take DocuSign
as an example: The company and its customers were originally slated to meet in person
this past March at its Global Sales Kickoff and Momentum conferences. But as the
event‘s content was finalised and less than one week remained until showtime, San
Francisco — its host city — declared a state of emergency.
Instead of folding, the company shifted its conference entirely to livestream, creating a
highly engaging virtual programme in just three days that attracted more than 6,000
virtual participants and a significant increase in engagement.
Nobody knows when bans on live events will be lifted. Nevertheless, DocuSign‘s
example is proof that brands can still communicate with their most important audiences,
regardless of the medium, providing immersive touchpoints all the while.
Even when event organisers can host face-to-face meetings again, they‘ll likely find that
COVID-19 has made an indelible mark on the industry. Eventgoers could demand a more
32
hybrid approach that marries in-person and digital elements, meaning organisers must
accommodate those preferences while still ensuring a top-notch experience.
Beyond top-down content
Instead of having attendees passively observe event proceedings from their home office
chairs, an immersive digital meeting lets them actively shape their own digital experience.
From the moment your customers register for an event until it concludes, you can offer
them several different perks that go beyond simply watching their laptop screens.
Remember that digital meetings can still inspire discussion and networking, which fosters
a more positive digital experience that better connects attendees. With the shift toward
digital meetings, your job is to arm them with the right tools to facilitate such
involvement — ones that are still effective virtually.
In-depth demos, crowdsourced content, and even interactive polls during livestream
sessions all place the power in attendees‘ hands: Each of these things allows attendees to
dive deeper and access content beyond what‘s presented to them on the screen. And
emerging technologies inspire the kinds of tools needed to produce an event that drives
results.
Immersive events and interactive technology
Thankfully, technology allows us to keep hosting events in a time of global quarantine.

Likewise, it allows you to discover and interact with the right attendees, give them access
to comprehensive content, facilitate better virtual communications, and create follow-up
opportunities.
You‘ll likely have more of these opportunities soon: Gartner predicts that B2B-focused
companies will gain even more access to tech that helps them craft immersive digital
experiences.
The right technology also gives access to data you can use to hyperpersonalise content.
Even during digital meetings, organisers can foster community through tools such
as―braindates,‖ robust online forums, and digital surveys sent to attendees prior to the
33
meeting. These all work to customise the digital experience and link like-minded people
based on their personal profiles.
For instance, digital meetings can include networking sessions that pair attendees based
on profile similarities or meetup opportunities that keep their preferences and interests in
mind. Organisers can further personalise attendees‘ digital experiences by using survey
answers to inform their digital meeting journey.
Which talk tracks should they be sure to attend? Will there be virtual demos that are of
interest to them? Are there any individuals they should connect with during online
events? Personalisation helps attendees maximise their time during events and navigate
larger conferences.
Four ways to use interactive technology effectively
To avoid wielding technology like a hammer searching for a nail, start by thinking about
what problems you want to solve. Here are four strategies for effectively using
technology to create successful and immersive digital meetings:
1. Establish clear objectives. As with anything in business, you have to start with your
overall objectives. Why are you hosting this digital meeting? What does your company
hope to do? What does your audience want to get out of the event, and what behaviours
do you want attendees to adopt by the end of the event? As a B2B marketer, you‘ll likely
have different goals than your consumer-oriented counterparts, so you need to break
down what type of event will attract other businesses.
2. Personalise the attendee journey. To add authenticity (not to mention better learning
and retention) personalise in a way that allows attendees to choose how they approach
that digital meeting and shape their overarching experiences.
Start by thoroughly researching your audience and the different personas it includes based
on audience demographics and firmographics. Are you targeting C-suite executives,
managers, current clients, or a combination of those? Are you asking for people within a
specific industry to attend?
34
Once you‘ve thought through these aspects, you can weave technology into the attendee
journey you build for each persona. As you do, think about how you can tailor the digital
experience to specific learning styles. After all, each attendee consumes content in a
different way. Instead of directing attendees through your story, consider allowing
visitors to control the story themselves. You‘ll see deeper engagement and stronger brand
connections as a result, no matter the medium.
3. Blend in even more technology to create a full-fledged digital

experience.Attendees‘ devices can go beyond ensuring they can access the digital
meeting‘s livestream feeds and agenda. They can also be the devices that activate a story,
give access to post-presentation or -event information, and provide gamification or
training opportunities when combined with other technologies.
QR codes and augmented reality are two increasingly popular ways to create a more
connected digital experience. Because these technologies are compatible with attendees‘
devices, they can create a more layered, immersive digital meeting that goes far beyond
simply watching presentations on a screen.
Likewise, presentations themselves can also benefit from a tech-driven boost: Overlaying
AR or mixed reality visuals on a live presentation provides a much richer online journey
for viewers. Audience members can either use their own devices to view these overlays or
see the enhanced images directly on the presenter‘s IMAG screen.
Similarly, pitting two products, ideas, or solutions against each other during presentations
is a great way to show off their benefits and features while entertaining and engaging a
virtual audience. Viewers can vote on their favourites, which draws them further into
each presentation. In the case of product demos, representatives can also hide ―clues‖ in
their presentations and incentivise attendees to identify them.
4. Build in ongoing data analysis. Analyse data leading up to the digital meeting as well
as during and after it. Then, use that data to continually improve the immersive digital
experiences you‘re trying to create.
For example, you might find that more eventgoers attend one type of panel instead of
another; this might clog up event chat feeds — but it also speaks to their interests. After,
35
you can reevaluate such data to optimise the next one: Maybe you‘ll plan more of that
type of panel next time or create additional channels where attendees can chat.
Event organisers looking for these metrics should start with live chat rooms and similar
online feeds. Besides providing information on real-time engagement, chat rooms can
drive conversations with question prompts. Having individuals monitor these chat rooms
as well as social feeds is a great way to get a handle on what attendees are talking about.
You should also be sure to measure engagement on the spot by tracking how many people
attend sessions, drop-off rates, and engagement on live polls and other hands-on
opportunities. Each of these data points can help shape future decisions.
In a world that overloads us with visuals — from online to TV and print ads — brands
need to cut through that noise by providing multifaceted and multisensory digital
experiences. This is still true in the digital meeting arena: A multifaceted approach
connects people closely with a brand and excites them in a different way, which makes
their journey more memorable.
Just like in-person conferences and gatherings, digital meetings can still provide
immersive, interactive touchpoints that bring attendees on a journey with you. Even in
these uncertain times, using technology thoughtfully and deliberately can help you create
digital experiences that stay with attendees long after they log off.
36
CHAPTER- 2
REVIEW OF
LITERATURE
37
2.1 REVIEW OF LITERATURE
Boyd (2018) defined Social media as an ―umbrella term that refers to the set of tools,
services, and applications that allow people to interact with others using network
technologies. Social media encompasses groupware, online communities, peer-to- peer
and media-sharing technologies, and networked gaming. Instant messaging, blogging,
micro blogging, forums, email, virtual worlds, texting, and social network sites are all
genres of social media.‖
Evans (2018) said that ―Social media is the democratization of information, transforming
people from content readers into content publishers. It is the shift from a broadcast
mechanism to a many-to many model, rooted in conversations between authors, people,
and peers. Social media uses the ―wisdom of crowds‖ to connect information in a
collaborative manner. Social media can take many different forms, including Internet
forums, message boards, weblogs, wikis, podcasts, pictures and video.‖ Whereas Kim et al
stated that ―Social websites are those websites that make it possible for people to form
online communities, and share user-created contents (UCC).
According to Turban E (2017) ―Social media refer to the online platforms and tools that
people use to share opinions and experiences including photos, videos, music, insights and
perceptions with each other‖
Kaplan and Haenlein (2017) describe social media ―As a group o f Internet-based
applications that build on the ideological and technological foundations of Web 2 0 and
allow the creation and exchange of User Generated Content. They further suggested that
firms must be aware that social media tools such as user profiles, customer ratings and
reviews are trending toward becoming the main source of information for many
consumers when they are making an important purchase decision.‖
Safko (2016) defines ―the concept ‗social‘ as the necessity of the human being to interact
with others and ‗media‘ as the tools used to make those connections. Even though, human
beings have been interacting and using different marketing methods throughout history,
social media is more effective than the traditional methods because it offers a two-way
communication.‖
38
Strauss and Frost (2017) defined social media as ―A term used to describe the type of
media that is based on conversation and interaction between people online. The main
difference with traditional media is that, on social media the content is not generated as a
corporate monologue, but it is see as a conversation where participants can upload content,
discuss, edit but also rate each other‘s content.‖
Jaclyn (2017) stated that ―Social media is basically a template for the user who can then
personalize the source‘s uses and productivity. It is a highly dense and vast resource that is
being used on a consistent basis to maintain relationships.‖
Lake (2016) stated that ―Twitter is a fantastic tool in giving your brand a voice and a
personality. For being successful in Twittering, you will have to put forth your personality
and a unique style. That's what makes the difference and can increase your Twitter
following and make it a successful marketing tool for you.‖
Turban et al. (2016) stated that ―YouTube is one of the best known social software
platforms and it is known as a very popular platform for amateur videos. However, it is
also a rather big outlet for commercially produced videos, including product reviews and -
adverts. Video ads are at the moment growing rapidly, mainly due to this popularity of
YouTube and similar sites.‖ Extravagance brands are successfully using YouTube as a
way to draw attention of customers and repeat their brand identity. By thinking outside the
box of posting customary item commercials, and by rather making cuts that are established
in brand diversion, an organization can influence its substance to assimilate the viewer in a
more profound and all the more convincing way.
Bodnar, (2016) stated ―Blogs are usually maintained by an individual or business with
regular entries of commentary, description of events, or other material such as graphics or
video. ‗Blog‘ can also be used as a verb, meaning to maintain or add content to a blog.‖
According to Google+ marketing Playbook (2015), Google+ has been cleverly developed
to become an integral part of the Google infrastructure, seamlessly integrated into other
services such as Search, Maps, Ads and YouTube. This means that participation on
Google+ is becoming increasingly crucial to succeed on any of Google‘s services – and
more so for businesses than anyone else because it increases your chances of being found
online.
39
Social media sites like Facebook, Instagram and Twitter are still at the top of the
marketing pyramid, and Google Plus has additional benefits with its integration with
YouTube, niche communities, and top results in Google search. Their latest feature,
Collections, allows your brand to find topics and influencers, which is great for target
marketing. The updated design and functionality of Google Plus enables brands to reach
more users with a focused approach through topics, Collections, and targeted content. It‘s
time to get back on board with this growing social network and start increasing your
visibility. (Business to community.com, 2016)
According to Rani (2014) ―Consumer Buying Behaviour refers to the buying behaviour of
the ultimate consumer. Many factors, specificities and characteristics influence the
individual in what he is and the consumer in his decision making process, shopping habits,
purchasing behavior, the brands he buys or the retailers he goes. A purchase decision is the
result of each and every one of these factors.‖
Understanding behavior of consumers is a key to the success of business organizations.

Marketing personnel are constantly analyzing the patterns of buying behavior and
purchase decisions to predict the future trends. Consumer behavior can be explained as the
analysis of how, when, what and why people buy. (Kumar et al, 2014)
According to Khaniwale (2014) ―Consumer behavior involves the study of individuals and
the method they employ to choose, utilize, and set out products and services to fulfill their
wants and the effect that these method have on the consumer and the society as a whole.
Consumer behavior refers to all the thought, feelings and actions that an individual has or
takes before or while buying any product, service or idea. Buyer behavior is the concept
which answers what, why, how, when, and where an individual makes purchase. As a
result, the outcome of buyer behavior is the buyer‘s decision.‖
According to Begum (2014) Consumer behavior studies the attitudes and perceptions of
individuals towards the selection and utilization of products that satisfies their needs.
Cultural, social, or psychological factors influence the consumer behavior during the
purchase decision making.
40
Turban (2013) stated that there are three variables which consists online environment.
First one is called the independent variables or the personal and environmental
characteristics; second one is called moderating variables (the variables under control with
vendors), and the last one is decision making process (it is effected by independent and
moderating variables).
Kotler and Armstrong (2013) clearly defined that ―now Due to technological innovations,
the traditional way of shopping has become insufficient for individuals. Individuals now
prefer easy ways to reach brands and stores and it can be said that The Internet has
fundamentally changed customer's notions of convenience, speed, price, product
information and service. As a result, it has given marketers a whole new way to create
value for customers and build relationships with them.‖
In online shopping customers can buy anything from anywhere, there is no requirement of
physically presence in the shop or outlet for shopping purposes. Even if consumers are
living in the rural or remote areas they can easily make their shopping through online
resources. Online shopping provides variety of options in a nutshell. If customers will visit
to any shop the options are normally very limited whereas in online shopping customers
can visit huge number of sites before finalizing their purchase decisions. Online shopping
also helps in saving their time and energy. (Dahiya, 2013)
Chandra (2012) stated that online shopping is the new form of retail shopping which is
now adopted by all over the world. However in some countries this is not well known and
well accepted method but in India it‘s in the growing stage and people are well aware
about it.
Jadhav and Khanna (2012) explored the factors influence the online buying behavior. The
main factors were identified as comparison of products, availability, low price, products
promotions, convenience, and customer service, perceived ease of use, attitude, time
consciousness, trust and variety seeking.
Khoo (2012) recommended that social networking sites might be the preferred sources of
information, because they offer some amount of social presence, and some applications
convey the immediacy of face to-face conversation. The types of information associated
with social media sites are advice, recommendations, opinions as well as experiential and
41
practice knowledge related to everyday life issues, that may be customized for particular
users and contexts including geographic location and time.
According to Funde and Mehta (2011) ―Very high percentage of the internet users have
searched for the information regarding their purchase on the internet. The convenience for
searching and perception of users as effective platform for searching are the major
contributors for information search. The social media is also perceived to be credible
source of information. Thus, marketer can very positively use social media to pursue
awareness goal.‖
42
CHAPTER- 3
OBJECTIVES OF THE
STUDY
43
2.2 RESEARCH OBJECTIVES
To find out how many customers are aware of the digital Marketing
To find if the customer use the latest technologies and if they use social sites
To find if the customer think if will lead to a greater growth of India in future
To find out the uses and problems faced by the customers in Digital marketing.
To know the awareness level of Digital marketing among the people.
To ensure that this type of marketing is better than any other marketing
44
CHAPTER- 4
RESEARCH
METHODOLOGY
45
2.3 RESEARCH METHODOLOGY
The Research methodology used in the study was descriptive research design. It includes
surveys and fact-finding requires of different kinds. Selected questions are asked from the
youths to evaluate a particular result of the study and find out the conclusions from it. The
major purpose of description research designs, as it exists at present. The main
characteristic of this method is that the researcher has no control of variables; we can
report only what has happened or what is happening. The primary purposes of basic
research (as opposed to applied research) are documentation, discovery, interpretation, or
the research and development (R&D) of methods and systems for the advancement of
human knowledge.
Research design
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure.
 A well-structured questionnaire is framed.
 Data is collected from the youths
 Findings are made and necessary recommendations are given.
Research Tool
A structured questionnaire has been prepared to get the relevant information from the
respondents. The questionnaire consists of a variety of questions presented to the youths
for their despondence. Survey is made to different level of youths of Different ages
Sources of Data
It is of two types:
1. Primary Data
2. Secondary Data
46
Primary data
Primary data) is a term for data collected from a source. Raw data has not been subjected
to processing or any other manipulation, and are also referred to as primary data. Raw
data is a relative term (see data). Raw data can be input to a computer program or used in
manual procedures such as analyzing statistics from a survey. The term can refer to the
binary data on electronic storage devices such as hard disk drives (also referred to as low-
level data).Raw data (sometimes called "source" data or "eggy" data) are the data input to
processing. A distinction is sometimes made between data and information to the effect
that information is the end product of data processing. Raw data that has undergone
processing are sometimes referred to as "cooked" data. The primary data is defined as the
data, which is collected for the first time and fresh in nature, and happen to be original in
character through field survey. Primary data collection, you collect the data yourself using
methods such as interviews and questionnaires. The key point here is that the data you
collect is unique to you and your research and, until you publish, no one else has access to
it.
There are many methods of collecting primary data and the main methods include:
1. Questionnaires
2. Observation
3. Case-studies
4. Diaries
5. Critical incidents
Secondary data
The secondary data are those which have already been collected by someone else and
have been passed through statistical process. The secondary data for this study are already
available in the firm's internal records, annual report, broaches, and company's website.
Secondary data, is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organizational records and data
collected through qualitative methodologies or qualitative research. Primary data, by
contrast, are collected by the investigator conducting the research. Secondary data
analysis saves time that would otherwise be spent collecting data and, particularly in the
case of quantitative data, provides larger and higher-quality databases that would be
unfeasible for any individual researcher to collect on their own. In addition, analysts of
47
social and economic change consider secondary data essential, since it is impossible to
conduct a new survey that can adequately capture past change and/or developments.
Data collection method

There are selected questions which are asked from the people or mainly youths to
complete or valuate our study .The data collection method used in this research is survey
method. Here the data are systematically recorded from the respondents or from the
following youths.
48
SAMPLE DESIGN:
A sample design is a definite plan for obtaining a sample from the sampling frame. It
refers to the technique or the procedure that is adopted in selecting the sampling units
from which inferences about the population is drawn. Sampling design is determined
before the collection of the data.
Several decisions have to be taken in context to the decision about the appropriate sample
selection so that accurate data is obtained and efficient results are drawn.
Following questions have to be considered while sampling design
 What is the relevant population?

 What is the parameter of interest?
 What is the sampling frame?
 What is the type of sample?
 What sample size is needed?
 How much will it cost?
SAMPLE SIZE 50 EMPLOYEES
SAMPLE Area Chandigarh
49
2.6 DATA COLLECTION
Data collection is integral part of the research design, though we are dealing it separately.
Data collection is determined by the research technique selected for the project. Data can
be collected in a variety of ways, in different settings – field or lab – and from different
sources. It could include interviews – face to face interviews, telephone interviews,
computer-assisted interviews, and interviews through electronic media; questionnaires
that either personally administered, sent through mail, or electronically administered;
observation of individuals and events which could be participant or non participant.
Further data can be collected from 2 sources which are as follows:
PRIMARY SECONDARY
SOURCE SOURCE
PRIMARY DATA: -
The primary data are those, which are collected afresh and for the first time, and thus
happened to be original in character. We can obtain primary data either through
observation or through direct communication with respondent in one form or another
or through personal interview.
50
METHOD OF
PRIMARY DATA
COLLECTION
OBSERVATION INTERVIWEING QUESTIONAIRES SCHEDULE
SECONDARY DATA: -
Secondary data means that data that are already available i.e. refers to data which has
already been collected and analyzed by someone else. The sources used in this case
are-
Magazines
Journals
Websites
Company profile
Annual reports
In my study data has been collected from primary source that is through questionnaire and
telephonic interviews.
51
CHAPTER- 5
DATA ANALYSIS
&
INTERPRETATION
52
DATA ANALYSIS AND INTERPRETATION
1) Do you know about Digital Marketing
TABLE: 1
Options No of Respondents Percentage
Yes 41 82%
No 9 18%
90
82
80
70
60
50
40
30
18
20
10
0
Yes No
Interpretation:
From the above table it is inferred that 82% of the people are aware of Digital
Marketing and only 18% of the people are not aware of this type of marketing.
53
2) How far Digital Marketing helps to you?
TABLE: 2
Options No of Respondent Percentage
25% 9 18%
50% 24 48%
75% 13 26%
100% 4 8%
8
18
26
48
Interpretation:
From the above table it is inferred that 18% of the respondents says Digital
Marketing is 25% help full and 48% says it is 50% help full and 26% says it is 75% help
full and only 8% of respondents says it is 100% help full to the customers.
54
3) Is Digital Marketing welcomed by customers?
TABLE: 3
Yes 22 44%
No 28 56%
60 56
50 44
40
30
20
10
Yes
No
Interpretation:
From the above table it is inferred that 44% of the respondent says Digital
Marketing is welcomed by customers and 56% of the respondents says that it is not yet
welcomed by the customers.
55
4) Does Digital Marketing make your purchase easy?
TABLE: 4
Yes 34 68%
No 16 32%
68
70
60
50
40
32
30
20
10
Yes
No
Interpretation:
From the above table it is inferred that 68% of the respondent says Digital
Marketing makes the customer purchase easy and the other 32% of the respondent says it
is not so easy for the customers to make a purchase in Digital marketing
56
5) Have you ever been cheated while doing your purchase through Digital
Marketing?
TABLE: 5
Yes 16 32%
No 34 68%
No 68
Yes 32
0
20
40
60
80
Interpretation:
From the above table it is inferred that 32% of the respondent says that customers
are cheated while doing purchase through Digital and 68% of the respondent says that
customers are not cheated in Internet Marketing.
57
6) If yes in what case you‟re cheated?
TABLE: 6
Damaged Goods 16 32%
Delay of Delivery 21 42%
Money Transactions 9 18%
Fake Marketing 4 8%
50
40
30
20 32 42
10
0 18
8
Damaged
Delay of
goods Money
delivery Fraud
transaction
Marketing
Interpretation:
From the above table it is inferred that 32% of the respondent says that customers
are cheated in damage of goods and 42% of the respondent says that customers are
cheated in delay of goods and 18% of the respondent says that customers are cheated
in money transactions and 8% of the respondent says that customers are cheated in
fake marketing.
58
7) Is Digital marketing better than other marketing?
TABLE: 7
Yes 18 36%
No 32 64%
36
Yes
No
64
Interpretation:
From the above table it is inferred that 36% of the respondent says that Digital
Marketing is better that other types of market and 64% of the respondent says it is not
better than other types of market.
59
8) Can you save your time through Digital Marketing?
TABLE: 8
Yes 44 88%
No 6 12%
12
Yes
No
88
Interpretation:
From the above table it is inferred that 88% of the respondents says that Digital
Marketing saves the time of the customer and only 12% of the respondent says that
Digital Marketing does not save the time of the customers.
60
9) Internet Marketing is suitable for what type of customer?
TABLE: 9
Lower middle class 0 0%
Middle class 6 12%
Upper class 16 32%
High class 28 56%
60
56
50
40
32
30
20 12
10 0
0
Lower middle
class Middle class
Upper class
High class
Interpretation:
From the above table it is inferred that none of the respondent says that Digital
marketing is affordable for the lower middle class customers and only 12% of the
respondent says that it is affordable for the middle class customers and 32% of the
respondent says that it is affordable for the upper class customers and 56% of the
customers say that it is affordable for the high class customers.
61
10) Will you trust Digital Marketing?
TABLE: 10
Yes 22 44%
No 28 56%
100%
90%
80%
70%
60%
50% 44
56
40%
30%
20%
10%
0%
Yes
No
Interpretation:
From the above table it is inferred that 44% of the respondents says that Internet
Marketing is trusted by the customers and 56% of the respondents says that it is not
trusted by the customers.
62
11) Do you think Digital Marketing is changing more?
TABLE: 11
Yes 37 74%
No 13 26%
26
Yes
No
74
Interpretation:
From the above table it is inferred that 74% of the respondents say that Digital
Marketing is improving and the rest 26% of the customers says that Digital Marketing is
not changing it‘s the same.
63
12) Problems faced by you in Internet Marketing?
TABLE: 12
Bad Server 13 26%
Illegible Webpage 6 12%
Time Consuming 11 22%
Server Busy 20 40%
40 40
35
30 26
25
22
20
15 12
10
5
0
Bad server
Illegible
webpage Time consuming
Server busy
Interpretation:
From the above table it is inferred that 26% of the respondent say that they face
problem because of bad server and 12% of the respondent says because of illegible
webpage and 22% of the respondent says because of time consuming and 40% of the
respondent says that they face problem because the server is busy.
64
13) Which age group of customers is more attracted in this kind of market?
TABLE: 13
16-26 26 52%
27-36 12 24%
37-46 6 12%
All the above 6 12%
12
12 16-26
27-36
52 37-46
All the above
24
Interpretation:
From the above table it is inferred that 52% of the respondent says that the
customers from the age group of 16-26 of age are more attracted to Internet Marketing
and 24% of the customers are from 27-36 of age and 12% are from 37-46 and another
12% of the respondent feels that all the age grouped customers are attracted to Internet
Marketing.
65
14) In what way you are benefited through Digital Marketing?
TABLE: 14
Easy to Use 16 32%
Less Time Consuming 26 52%
Easy to Pay 8 16%
9
8.2
8
4
3.2
3
2 1.4
1
0
Easy to use Less time consuming Easy to pay
Interpretation:
From the above table it is inferred that 32% of the respondent says that Internet
marketing is easy to use and 52% of the respondent says that it is less time consuming
and the remaining 16% of the respondent say‘s Digital Marketing is easy to pay.
66
15) Is this marketing more powerful than other marketing?
TABLE: 15
Yes 20 40%
No 30 60%
Yes
No
Interpretation:
From this table it is inferred that 40% of the respondent says that Digital
Marketing is powerful than other types of market and 60% of the respondent says that this
is not so powerful than other types of market.
67
CHAPTER- 6
RESULTS AND
FINDINGS
68
RESULTS AND FINDINGS
The following are the major findings of the study:
 82% of the respondents are aware of Digital Marketing and 18% of the respondents are not
aware of Digital Marketing.
 18% of the respondents say they are 25% satisfied with Digital marketing and 48% are 50%
satisfied and 26% of respondents are 75% satisfied and only 8% of the respondents are
100% satisfied.
 44% of the respondents welcome Digital marketing and the remaining 56% of the
respondents says no to Digital marketing.
 68% of the respondents say Digital marketing makes their purchase easy and the remaining
32% say that it‘s not easy to make a purchase in Digital marketing.
 32% of the customers are cheated through Digital marketing
 32% of the customers are cheated in damaged goods and 42% on delivery of goods
 64% of the customers say Digital marketing is not better than other marketing.
 88% of the customer says that Digital marketing saves their time.
 From the survey it is clear that only High Class people are benefited in this kind of
marketing.
 56% of the customers do not trust Internet marketing.
 From the survey it is clear that Digital marketing is changing a lot in the society
 Many of the customers say that they carry a problem of Server Busy often when they do
marketing in Internet.
 It is clear that most of the adults are using this Internet marketing.
69
 The survey says that most of the respondents say that Digital marketing saves the time of the
customer.
 Still in India Digital marketing is not so powerful than other types of marketing.
70
CHAPTER- 7
SUGGESTIONS
71
RECOMMENDATION
Even though Internet marketing is been developed all over the world, there are certain
areas in which the customers feel that Internet marketing has to change they are as
follows:
The marketing should be easy for the less educated people also.
Price of the products should remain same
People feel that the company should assure that they are paying their money worth
fully
It should be more easier and attractive
It should have more advertisement of their products
It should avoid more advertisements while purchasing in Internet
72
CHAPTER- 8
LIMITATIONS OF THE
STUDY
73
LIMITATIONS OF THE STUDY
It is said, ―Nothing is perfect‖ and if the quite is true, I am sure that there would be few
shortcoming in this project also. Sincere efforts have been made to eliminate
discrepancies as far as possible but few would have reminded due to limitations of the
study. There are:
The convenient sampling technique has its own limitations.
1 Many times responses in questionnaire were incomplete and biased; it may

2 Not represent accuracy in study.
3 Some of the respondents of the survey were unwilling to share personal Information.
4 The employees were reluctant to give correct information.
74
CHAPTER- 9
CONCLUSION
75
CONCLUSION
The Internet will continue to play a significant role in the field of marketing.
Many will need to further their studies on the benefits and barriers that the Internet has on
the various marketing mediums. Theorists may gain new ideas about the Internet and
evaluate whether current marketing theories can continue to be applied to the study of the
Internet. Practitioners may continue to conduct market research to determine what
consumers want, and policy makers must address topics such as security, consumer
protection and taxes.
As the field of Internet Marketing explodes, there still will be a need for traditional
advertising. Internet Marketing does not threaten the existence of traditional marketing
techniques. Rather, it complements the efforts. Although Internet Marketing provides
valuable assets such as an increased awareness of brand name, traditional marketing
efforts still can address some of the disadvantages of online shopping. For example,
traditional marketing efforts can (1) promote brick-and-mortar shopping experiences
based on the opportunity for social interaction, and (2) allow consumers to actually see
and physically touch a product before purchasing.
Two popular Internet marketing strategies are site-centric and symbiotic marketing. Both
approaches are viewed to be at opposite ends of the spectrum. However, some
organizations have used both methods in their Internet strategies. Although the site-
centric has the central site as its foundation and base, the techniques can be expensive and
unaffordable for small businesses. The symbiotic marketing strategy is more cost
effective and provides organizations with an avenue to develop ―a presence on the key
portal sites in the business-to-business market‖ (Lockett & Blackman, 2001). However, it
has its downside, especially for large organizations. There tends to be a need for a longer
lead time and it may require more persistence than the site-centric mode
76
BIBLIOGRAPHY
77
BIBLIOGRAPHY
BOOKS
1. Sekran Uma (4th Edition), ―Business Research Methodology‖,pg(116-136)

2. Malhotra K Naresh (5th Edition), ―Marketing Research: An Applied Orientation‖,p(180-
216),(298-327)
3. Kothari C.R. (2nd Revised Edition),―Research Methodology Methods and Techniques‖,
2ndedition,pg(1-20)
4. Coakes J Sheridan, Steed Lyndall&DzidicPeta, ―SPSS Version 13.0 for Windows‖, pg
(62-64), (116-130)
5. Jain T.R., ―Statistics for MBA‖,pg(37-53)
6. Beri G.C., ―Marketing Research‖ 3rd edition, Publishing House,Pg.( 79-105)
7. Hair Joseph f. & Robert P. Bush( ED.2007), ―Marketing Research‖ by ― Tata McGraw
Hill‖ page(388-425)
8. Sharma D.D, ―Marketing Research‖pg(263-277)
9. Boyd W. Harper; Westfall-Ralph, Stash F. Stanley, ―Marketing Research (Text &
Cases)‖pg(65-85),(357-384)
10. Kotler Philip, ―Marketing Management‖,11thedition,pg(34-57),(256-278)
11. Cooper R.Donald; Schindler S.Pamela, ―Marketing Research‖ 8th edition pg(136-161)
12. Belch George E, Belch Michael A and Purani Keyowoor ,‖Advertising & promotion‖, 7th
edition pg(136-169)
13. Loudon, David L.&Bitta, Albert J. Della, consumer behavior, 4th edition pg(573-
580),(599-615)
14. Nair, Suja R., ―Consumer Behavior in Indian Perspectives‖1st edition pg(21-35),(217-
239)
15. Engel, Blackwell and Miniard ,consumer behavior, pg(15-44)
16. Kotler Philip, Keller Kevin Lan, Koshy Abraham, JhaMithileshwar, ―Marketing
Management‖, 13 edition Pg (86-100), (143-171)
17. Assael Henry, Consumer Behavior, 6th edition, pg (76-91)
18. Nargundkar, Marketing Research, 3rd edition, pg (485-496)
19. Hair, Black, Babin, Tatham, Multivariate Data Analysis, pg (773)
JOURNALS
20. Voss Glenn B. Godfrey Andrea, Seiders Kathleen (Vol 74),(nov 2010), " How
Complementarity and Substitution Alter the Customer Satisfaction. " Journal of
Marketing 20 PG 111-127: (Voss Glenn B. Godfrey Andrea, Seiders Kathleen undertook a
78
study to know the effects of complementary and substitute products on the customer
satisfaction and repurchase link. They have taken satiation, complementary, substitute,
relationship building program, relationship age, income as dependent variable and
customer satisfaction and repurchase link as dependent variable)
21. Homburg Christian, Koschate Nicole & Hoyer D. Wayne (Vol. 69 )(April
2005)”:“Do Satisfied Customers Really Pay More? A Study of the Relationship Between
Customer Satisfaction and Willingness to Pay.”21 Journal of Marketing PG 84-96(this
study is done for checking the customer satisfaction and willingness to pay, means a
satisfy customer is ready to purchase the product as well as willingness to pay)
22. NitzanIrit, Libai Barak, (Vol 75),(nov 2011), : Social Effects On Customer Retention,22
PG 24-38 Journal of Marketing (this study is done to check the social effects on customer
retention)
23. Kumar Brajesh, GogoiMintu,.,(Vol 5),(issue 1),(May-Aug 2009),:Consumer
23
Perception and Satisfaction with regard to Purabi in Guwahati. Journal of Marketing &
Communication” (this study is done to check the customer perception and customer
satisfaction in Guwahati with regard to Purbi Brand)
24. Cooil Bruce, Keiningham Timothy L., AksoyLerzan& Hsu Michael, (Vol 75),(nov
2011),”: A longitudinal Analysis of Customer Satisfaction and Share of Wallet :
Investigating the Moderating Effects of Customer Characteristics.24 Pg 67-83 Journal of
Marketing.(this study is undertook to check the effects of moderating variables on
customer satisfaction)
25. Voss Glenn B. Godfrey Andrea, Seiders Kathleen&GrewalDhruv, (Vol 69) (oct
2005), Do satisfied Customer Buy More? Examining Moderating Influences in a
Retailing Context.26 Pg 26-43(this study is done to check the buying power of satisfied
customers)
26. Luo Xueming, Homburg Christian, And Wieseke Jan, ( Vol XLVII), ( Dec 2010),
Customer Satisfaction, Analyst Stock Recommendation and Firm Value27. Pg 1041-
1058(this study is regard with the firm value in context of customer satisfaction)
27. White Katherine, MacDonnell Rhiannon, & Ellard John H., , Belief in a Just World:
Consumer Intentions and Behaviors Toward Ethical Products28, pg 103-118 (Vol. 76),
(Jan 2012) (this study is undertook to know the behavior of customer towards ethical
products)
WEBSITES
 Introduction on Indian Stock Market available at
http://www.banknetindia.com/ last accessed on November 5, 2009.
 Introduction on Online Investors & Traders available at
http://www.traderji.com/ last accessed on November 17, 2009
79
Introduction on Types of investment available at
http://finance.mapsofworld.com/investment/types/ last accessed on November 17, 2009.
80
ANNEXURE
81
QUESTIONNAIRE
Name: _________________ Designation: __________________

Organization: _________________ Place : __________________
1. Do you know about Digital Marketing?

a) Yes [ ] b) No [ ]
2. How far Digital Marketing helps to you?

a) 25% [ ] b) 50% [ ]
c) 75% [ ] d) 100% [ ]
3. Is Digital Marketing welcomed by customers?
a) Yes [ ] b) No [ ]
4. Does Digital Marketing makes your purchase easy?
a) Yes [ ] b) No [
5. Have you ever been cheated while doing your purchase through Digital
Marketing?
a) Yes [ ] b) No [ ]
6. If yes in what case you‘re cheated?
a) Damaged goods [ ] b) Delay of delivery [ ]
c) Money transactions [ ] d) Other‘s if any _____________
7. Is Digital marketing better than other marketing?

a) Yes [ ] b) No [ ]
8 Can you save your time through Digital Marketing?
a) Yes [ ] b) No [ ]
9. Digital marketing is suitable for what type of customers?
a) Lower middle class [ ] b) Middle class [ ]
82
c) Upper class [ ] d) High class [ ]
10. Will you trust Digital marketing?
a) Yes [ ] b) No [ ]
11. Do you think Digital marketing is changing more?
a) Yes [ ] b) No [ ]
12. Problems faced by you in this type of market?
a) Bad server [ ] b) Illegible web page
c) Time consuming [ ] d) Server busy
13. Which age group of customers are more attracted in this kinds of market?
a) 16-26 [ ] b) 27-36 [ ]
c) 37-47 [ ] c) All the above [ ]
14. In what way you are benefited through Digital marketing?

a) Easy to use [ ] b) Less time consumption [ ]
c) Easy to pay [ ] d) Other‘s if any ___________________________
15. Is this marketing more powerful than other marketing?
a) Yes [ ] b) No [ ]
16. Your opinion about Internet Marketing?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
____________
Thank you for your kind co-operation.
83

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A

“DIGITAL MARKETING IN COVID-19 PROVIDED BY

Submitted to: Submitted by:

I, Purnima BBA (6th Sem) of the Maharishi Markandeshwar University, Mullana

A student may acquire sufficient knowledge of business management by reading theory

Practical knowledge is an important suffix to theoretical knowledge. One cannot merely

Science without its practical application or knowledge is considered to be unsystematic.

Title Page No.

1.2 Company profile

1.3 About the Topic

Information technology in India is an industry consisting of two major components: IT

In 1991 the Department of Electronics broke this impasse, creating a corporation

New directions in research and development

Major information technology hubs

Position City Description

Bangalore is known as the Silicon Valley of India and the IT

1 Bangalore Capital of India. It is considered to be a global information

Hyderabad – known as the HITEC City or Cyberabad – is a major

The city has a world-class IT infrastructure with dedicated

Mumbai is headquarters to Tata Consultancy Services, India's

Pune is one of the leading Indian and international IT services and

Among Tier II cities, Thiruvananthapuram (Trivandrum), capital of Kerala state, is

Nature of Business Service Provider

Company CEO Shefaly Dutta

Year of Establishment 2001

Legal Status of Firm Private Limited

• Industry expert with domain knowledge

• Young & Dynamic team with experience

• Handshake with IBM technology

• Expert onsite, nearshore and offshore.

VISION & MISSION

To be a leader in human and organizational development and a world-class supplier of IT

Software Product Engineering is a systematic end-to-end process which involves stages

Desktop application development

Mobile Application Development

Significant breakthroughs in mobile technology and connectivity have given rise to a

Web Application Development

Organizations need to adopt an agile, pioneering and outgoing approach to strategically

Content Management System (CMS)

 SOFTWARE PRODUCT ENGINEERING:

Strategies of Digital Marketing

LinkedIn, a professional business-related networking site, allows companies to create

Yelp consists of a comprehensive online index of business profiles. Businesses are

1.3.9 Social Bookmarking Sites

Sponsored Mobile Post – Advertisements (Advertisers‘ blog posts) will show up on

Responding to customer needs empathetically, in a personalised manner, while respecting

Redefine your business goals

The disrupted marketing landscape requires a thorough reassessment of an organisation‘s

Use omnichannel to your advantage

Analyse and measure everything

What could change instead?

A new CMO is expected to move things forward, so there is an immediate expectation

As headlines published surrounding lockdowns across the globe, those organising

Beyond top-down content

Immersive events and interactive technology

Thankfully, technology allows us to keep hosting events in a time of global quarantine.

Four ways to use interactive technology effectively

3. Blend in even more technology to create a full-fledged digital

Understanding behavior of consumers is a key to the success of business organizations.

 A well-structured questionnaire is framed.

 Data is collected from the youths

 Findings are made and necessary recommendations are given.

Data collection method

Name: _ Designation: __