1

Study of the Effectiveness of Smart

Marketing Strategies by Means of Social
Media Marketing

Project submitted to

SCHOOL OF ALLIED SCIENCES. DMIMS

(Deemed to be University). Sawangi (Meghe),

Wardha, Maharashtra.

Post Graduate Diploma in Digital Marketing

and Strategies.

Submitted by:
SANJAY P.PANDE

Guided by:
Prof. Dr. AMIT SHAHU
SCHOOL OF ALLIED SCIENCES. DMIMS
(Deemed to be University).
CENTRE FOR DISTANCE & ONLINE EDUCATION
Sawangi (Meghe), Wardha, Maharashtra.

JUNE -2021
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Study of the Effectiveness of

Smart Marketing Strategies
by Means of
Social Media Marketing
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PROJECT CONTENTS

Chapter Content Page No.

no.
Abstract

1 Introduction 5

2 Literature Review 10

3 Objectives & Hypothesis 14

4 Research Methodology 17

5 Result & Discussion 22

6 Findings 24

7 Conclusion 31

8 Future Scope & Limitation 38

Reference
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Abstract:
Online Digital Marketing Strategy emphasizes on the use of digital technologies more

effectively and allows an individual attention for better products or services

campaigning, marketing and implementation. The key objective of this dissertation is to

discover the effective social media according to the market trend and factors affecting

digital marketing mainly in the service sector. Initially introduces about Digital

Marketing and current trends in Digital Marketing and discusses the strategies of

marketing using effective social media for the marketing of the product and services.

Online marketing is becoming a hot topic in every business sector, and gradually plays a

truly important role in any company’s multi-channel marketing strategy.

It uses the Internet to deliver promotional marketing messages to consumers. It includes

email marketing, search engine marketing, social media marketing, many types of

display advertising (including web banner advertising), and mobile advertising. Like

other advertising media, online advertising frequently involves both a publisher, who

integrates advertisements into its online content, and an advertiser, who provides the

advertisements to be displayed on the publisher's content.

This dissertation aims at identifying the importance of Social Media marketing followed

by the effectiveness of online marketing as a part of Smart digital marketing strategy.

Therefore, the objective of the research is to understand the large contribution of Online

marketing as a part of marketing strategy and to know its grand efforts towards

promotion in practice and also to find out some challenges in using online advertising as

a tool of Digital Marketing.

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Chapter.1
Introduction
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Introduction:
E-Marketing is the concept of trading products and/or services over the internet, such as

using computers, cellphones, etc. The concept of digital marketing encompasses

searching the exact online information using right strategies that appeals to your target

market and will really convert into sales. The concept of online marketing is the study

and examine that goes into both choosing the digital marketing strategies to use and

computing the accomplishment of those digital marketing strategies.

E-Marketing uses web network to carry and promote innovative messages related to

marketing to consumers. It contains search engine marketing, email marketing, social

media marketing, and mobile marketing. Other possible members contain marketing

firms that help to produce and post the advertisement copy, an ad server who technically

sends the commercial and keeps track of numeric data, and marketing associates those

are doing their work individually and promotional work for the promoter.

Significance of Digital Marketing:

The development of internet users can be appreciated for the progress of digital

marketing. With the beginning of internet infrastructure number of internet, subscribers

are increasing day to day throughout the nation. India will at fourth rank with above 85

million internet users by 2021. (www.internetwoldstats.com)

E-marketing is an important media for retailers of all types. In the earlier days, online

trading was not used as that of today. It didn't make sense to waste time and money on

online marketing due to local types of businesses.

Now with due to increase in productive search and users are fully aware of the use of

the Internet first, it matters.

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Digital marketing refers to as powerful tools and methods used for sponsored products

and services through the internet. It includes a wide range of marketing fundamentals

than traditional business marketing due to the additional networks and marketing

mechanisms available on the internet. Contribution towards the growth of online

marketing

Benefits such as:

• Evolution in potential

• Reduced overheads

• Secured communication

• Improved governance

• Better customer service

• Viable benefits

Digital marketing is also known as electronic-marketing, virtual marketing, apparent

marketing, and search engine marketing (SEM).

 E-marketing is money-making with measurableoutcomes

In the earlier days, buying a newspaper ad was one way to influence the customers, but

now, daily paperflow is reducingintensely. However, a full or even half-page ad in a

local paper could still run you thousands of dollars and may not influence your

aimedpublic.

The exponentialGrowth of the commercial sites in Business

Business wasn't the fastest to hold change, when it came over a computer screen and

thorough an online modem. Back in the earlier days, the internet was used by the public

by means of interactive chatrooms and most of that was hosted by America Online.

When public knows there is the future in e-commerce trading goods and services, but

that was before Amazon, and ebay was still an outback where (very) small sellers sold

goods that were hard to find elsewhere, and waited for checks and money orders to
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arrive by snail mail. This clearly was not the most efficient way to do business, and

larger brick- and- mortar ventures didn't see much use in establishing an online

presence.

There wasn't any way to easily take credit card payments online - this was before the

heady rise of paypal - so why bother? Also those who knewhow to purchases on

computer screen? People were setting up an online store on websites, but most of the

business was done the old fashioned way, by the customer calling in their credit card

number, or by sending out a check or money order.

The rise of the dot coms, though, was just around the bend, and when they came;

business transformed endlessly.

Advantage of Digital Marketing :

The main advantage is the instant accessibility of the information. The customers can

easily get information, by searching the internet, about the products that they wish to

purchase, and also that, they can check the information at any time of the day.

1. It allows the companies to save money since online marketing advertisements do not

need a big quantity of investment.

2. The earlier declared fact, provides less importance to the differences between large

and small companies in some way, thus rising the race and giving that way rewards to

the clients.

3. Existence in Cyberspace can help the development of the business from a limited

market to nationwide and worldwide markets.

4. On the net all things can be measured, thus it’s easier for the companies to know

almost instantly if their advertisement is working or not.

Shortcomings of Digital Marketing:

1. Slow-speed network connectivity can cause difficulties. If the companies build too

complex or too large websites, it will take too much time to download and upload.
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2. e-commerce doesn’t allow the user “to touch” the goods before procuring them. Due

to this, some salesmen are starting to assure the possibility of returning the product.

3. Another factor is online payment: several users not yet trust the electronic methods of

paying and give up buying online because of this.

4. One of the main drawbacks may be the nonexistence of faith of the users because of

the constant virtual promotions that appear to be frauds. This is an aspect that declines

the image and reputation of quality and true businesses.

5. Another drawback is the cash on the distribution system since it doesn’t guarantee the

100% procurement of the product.

Research problem

This study emphases on following problems –

 Would industries participate in various marketing tools to encourage about its

brand? How do customers get knowledge about the various products?
 How online marketing plays a significant title role in businesses’ marketing
strategies?
 What are the reasons for the increasing fame of online marketing amongst
customers?
 How is online marketing beneficial over existing (offline) regular marketing?
 What are the shortcomings in online marketing?
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Chapter-2
Literature Review
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Literature Review:
Since the mainareas of research topic is –Strategies of E-Marketing &social media

Marketing. The review of literature will be emphasized around these.

Literature survey:

P. Ganeshbabu,year2018has elaborate thatgrowing popularity of social media

compelled the marketers to think about this media along with traditional functional

areas of marketing. Social media is based primarily on the internet or cellular phone-

based applications and tools to share information among people. The number of social

media user’s is more than the population of some of the countries today. Impact of

social media on marketing can be judged by comparing marketing before social media

and marketing after the introduction of social media and the type of technologies used in

social media.[1]

Enitan Olumide Olutade and Marius Potgieter, North-West University, South

Africa Adewale WasiuAdeogun,Development and Data Science Consultants, Nigeria.

(2019)An effectivemarketing strategy should be centred around a specific target market

such as Generation Y consumerdue to their youthfulness, large size; purchasing power

and global identity.Social media as platforms as the potential for geometric and

exponential influenceson the innovative consumers given that this segment of the

population are not always responsive toconventional media.Social media marketing

strategies permits interaction, connection, conversation, belonging and a sense

ofcommunity among its members. Innovative consumers trust their online network of

friends for sharing,advice and socialising.

Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India

Pvt. Ltd., 2002,A revolutionary development in the shift to the strategic concept of

marketing is in the marketing objective – from profit to consumer benefits. There is a

growing recognition that profits are a reward for performance (defined as satisfying
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customers in socially responsible or acceptable ways). To compete in today’s market, it

is necessary to have an employee team committed to continuing innovation and to

producing quality products. In other words, marketing must focus on the customers and

deliver value by creating consumer benefits. This change is revolutionary idea that is

accepted today by a vanguard minority marketing practitioner.

Integrating Online & offline marketing together, Fitzpatrick Michele, Direct

marketing, Oct 2003, The concept of integrating online & offline marketing to build

success is one who time has come. While many companies still view their online &

offline efforts as separate entities, savvy marketers are slowly realizing that success

comes through integration through all channels to provide consumers with what they

demand- accessibility, choice & convenience.

Radio, Newspapers, however, now the future of marketers appears to be digital as

technology has become an important part of daily lives (Pall & McGrath, 2009).

Concepts like convergence have come in to bring more versatility in the communication

mediums being used. Convergence represents a paradigm shift – a move from medium

specific content towards content that flows across multiple media channels, towards the

increased interdependence of communication systems, towards multiple ways of

accessing media content, and towards ever more complex relations between top-down

corporate media and bottom-up participatory culture.(Jenkins, 2006)

According to Kotler & Armstrong (2003), there are five traditional IMC

elements quoted as Advertising, Sales Promotion, Direct marketing, Personal selling

and Publicity/Public relations. According to Institute of Practitioners in Advertising

(IPA), Advertising refers to "the means of providing the most persuasive possible

selling message to the right prospects at the lowest possible cost". Kotler and Armstrong

(2003), provide an alternative definition: "Advertising is any paid form of non-personal

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presentation and promotion of ideas, goods and services through mass media such as

newspapers, magazines, television or radio by an identified sponsor".

According Perkin (2003) “as media-blitzed, ad-cynical, time-poor, channel-

flicking audience living in a fast-paced, attention-challenged world” The fact is that due

to fast pace of technology, and globalization of the world, consumer behavior around

the world is changing. Today customers have more control over what to see, and read

and therefore IMC need to tailor the organization campaign as per the requirements of

the market. IMC tries to maximize the positive message and minimize the negative once

and communicate them using the proper tools. A successful IMC program uses the

combination of the right tools, define their role and coordinate their use. The company

should use the contact method that offers the best way of delivering the message to the

target audience. (Duncan, 2002)

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Chapter-3
Objective & Hypothesis
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Objective & Hypothesis:

Research objectives :

Based on the above study problems, the objectives are,

i. To understand the importance of E-Marketing process.

ii. To understand the importance of Digital marketing in present market situation.

iii. To examine the effectiveness of digital marketing as compared to regular marketing

tools.

iv. To identify the limitations of digital marketing.

Hypothesis:

According to the research study and research framework presented in this section

describes the results of the statistical analysis of the data collection for research question

and research hypothesis. The data analysis includes a description of the means and

standard deviations for study questions

To test the model we posed the following hypothesize:

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Hypothesis-0: There is no significant impact of social media marketing (Facebook,

Twitter and YouTube) on purchasing decision.

Hypothesis-1: There is no significant impact of social media marketing (Facebook) on

purchasing decision stages (need recognition, information search, alternatives

evaluation.

Hypothesis-2: There is no significant impact on awareness of internet.

Hypothesis-3:There is no significant impact of online marketing (Youtube) over

traditional marketing.
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Chapter-4
Research Methodology
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Research Methodology:
Methodology

The data will be collected from secondary sources like various websites and related

booksand published papers.

Scope of the research

The study aims to understand the massive contribution of Online marketing as a part of

Smart Marketing Strategy and to know its grand efforts towards promotion in practice and

also to find out some challenges in using online marketing as a tool of Smart marketing

strategy. The recommendations of this research can be used to frame an appropriate Smart

Marketing strategy in which companies can give special consideration to online marketing

along with the other traditional tools of SMS.

Research problem

This study focuses on following problems –

Should companies integrate various marketing tools to communicate about its brand?

How do consumers get awareness about different brands?

How online marketing plays important role in companies’ marketing strategy?

What are the reasons for growing popularity of online marketing among consumers?

How is online marketing advantageous over traditional marketing?

Research Methodology

The first step is to formulate a research design. This means planning a strategy of

conducting research. It is a detailed plan of how the goals of research will be achieved.

Research design is exploratory, descriptive and/or experimental in nature. It is helping the

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investigator in providing answers to various kinds of social/economic questions. After

collecting and analysis of the data, the researcher has to accomplish the task of drawing

inferences. Only through interpretation researcher can expose relations and processes that

underlie his findings and ultimately conclusions. Interpretation refers to the task of drawing

inferences from the collected facts after an analytical study.

It is a search for broader meaning and research findings. It is the device through which

factors that seem to explain what has been observed by researcher in the course can be

better understood and provides theoretical conception which serve as a guide for further

researches. It is essential because it will lead towards findings of the study and proper

effective conclusions of the study.

In the present study, researcher has followed Descriptive research. Descriptive

research is usually a fact-finding approach generalizing a cross - sectional study of

present situation. The major goal of descriptive research is to describe events,

phenomenon and situations on the basis of observation and other sources.

Survey Method:

The survey method is the technique of gathering data by asking questions from people who

are thought to have the desired information. Every effort should be made to state the

objectives in specific terms.

The survey design can be defined as: “gathering information about a large number of people

by interviewing a few of them.”

The definition can be modified by stating that collecting information with other data

collection alternatives available to survey researcher in addition to interviewing i.e.

questionnaire, personal observation etc.

Surveys are conducted in case of descriptive research studies with the help of questionnaire

techniques in most appropriate manner. Survey type of research studies usually have larger

sample. It is concerned with conditions or relationships that exists, opinion that are held,

processes that are going on effects that are evident or trends that are developing. Thus in
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surveys variables that exist or have already occurred are selected and observed. It is the

example of field research.

Data Collection:

Data collection means to a purposive gathering of information relevant to the subject

matter of the study from the units under research.

Primary data are empirical observations gathered by the researcher or his associates for

the first time for any research and used by them in statistical analysis. There are several

methods of collecting primary data particularly in descriptive researches.

Telephone enquiries

Postal/mail questionnaire

Personal interviewing

Panel research

Special survey techniques.

Secondary data

It is the data collected by others in the past and used by others. It may be either being

published or unpublished data. It includes the following:

1. Research Paper.

2. Books, magazines, and new paper.

3. Internet.

In present study, we have collected information related to Smart Marketing

Strategy, online marketing & its effectiveness etc. through various secondary

sources such as research journals, reference books, and from websites.

Data Collection Method:

The data collection method used in this research is survey method. Here the data are

systematically recorded from the respondents. Telephonic informal interviews were

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done for data collection. At the end of the questionnaire the google responses are

collected. Questionnaire is been used as form of research instrument and it is the

interviewer administered.

Sample:

Our sample is educational institute and corporate office of Nagpur region. We have

conducted a survey of 35 samples to know the effectiveness of smart marketing using

social media marketing.

Sample size : 35

Area covered – Nagpur city

Sample Source – Educational institutions and corporate office

Sampling methods:

In our study, we have used descriptive type of study generally used probability

sampling design (random sampling) and requires structured or well, thought out

instruments for collection of data like questionnaire.

Data collection Instrument–

For the collection of data, we have used Structured Questionnaire.

Data analysis tools for research:

Statistical tools used for the analysis are

 Descriptive Stastics

 Mean score,

 Hypothesis Testing.

Statistical Software:

To analyse data collected through structured questionnaire a statistical software

 Ms-Excel,

 Google form.
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Validity of the data: The present study adopts descriptive research design and

undertakes the survey method with questionnaire as a research instrument in order to

collect primary data required in the research.

Chapter-5
Result & Discussion
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Result & Discussion:

Digital media like Internet, website, blogs, social media, and search engine

optimization, video marketing, mobile marketing; email marketing is used for

advertising and promoting products and services. Digital marketing has no limit, Digital

marketing becomes popular due to the increase in internet users, mobile phone users and

digital content utilization.

Study concludes that marketer can increase knowledge of their brand by being inventive

when attracting customers on social media sites. Almost maximum customers are using

social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for

marketing shopping decisions, promotion through these media. Social media sites such

as Facebook, whatsapp, are more effective than other advertising media because it

stores information on all its users thus ensuring marketing reaches a retailer’s specific

target market. Hence social media sites are a grand platform for retailers to create an

experience and more efforts should make digital marketing safe so that there is an

increase in the market size. The smart marketing by using effective media brings

optimistic change in behavior of consumers. It also gives rewards to consumer in the

form of discount coupons, gift vouchers, cash back offer, instant cash discount which

gives inspiration for online digital transactions.

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Chapter-6
Findings
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Findings:
In the present study primary data is used while analyzing and drawing inferences.

ANALYSIS:

Profile of Respondents

Survey for research work was conducted in the city of Nagpur. Sample of 33

respondents was selected for survey. The questionnaire included a segment on

customers profile as a classification of their demographic factors such as gender, age &

occupation. During data collection phase, due care was taken in order to make sure that

the given questionnaire is completely filled by the respondents.

The detailed respondent profile is as follows :

Respondent’s profile

Occupation Gender

Age Student Service Self Total Male Female

employ
ed
18 to 25 18% 18
years
25 to 35 22% 21.2% 60.6% 18.2% 22 30% 70%
years
35 to 45 60% 60
years
Total 100 %
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Hypothesis-0: There is no significant impact of social media marketing (Facebook,

Twitter and YouTube) on getting knowledge of any brand.

Result of first Hypothesis-0: There is a significant impact of social media marketing

(Facebook, Twitter and Youtube) on getting knowledge of any brand.

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Hypothesis-1: There is no significant impact of social media marketing (Facebook) on

purchasing decision stages (need recognition, information search, alternatives

evaluation. Results of Hypothesis-1: There is a significant impact of social media

marketing (Facebook) on purchasing decision stages.

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Hypothesis-2: There is no significant impact on awareness of internet

Result of Hypothesis-2: There is a significant impact on awareness of

internet,frequency of being online and purpose of internet.

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Hypothesis-3: There is no significant impact of online marketing (Youtube) over

traditional marketing.

Result of Hypothesis-3: There is a significant impact of online marketing (Youtube)

over traditional marketing.

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Chapter-7
Conclusion
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Conclusion:
The study concludes that consumers rely upon more than one medium in order to enhance

their brand related knowledge. It means that they use the combination of various sources for

making final purchase decision. Along with the traditional sources, they heavily rely on

modern marketing tool i.e.social media marketing.

Consumers do require detailed information about the brand so as to evaluate its strengths &

weaknesses; this ample amount of information then saves their time by allowing them to

make the purchase decision quickly.

The study also exposes that main reason for growing importance of online marketing is the

increasing knowledge about internet among public. They have identified that internet is

truly beneficial through which they can serve their various purposes mainly social

networking, online trading&mass media sharing (photo, music, video). This effectiveness of

internet has increased their tendency of continuing online.

Today’s consumers strongly feel that every business must use this effectiveness to

strengthen its marketing efforts. So that they will get motivated to use onlinemarketing with

the intent of getting access to exclusive content about the brand and getting discount and

sharing their feedback about brand with the advertiser.

With the advent of internet technology, consumers’ preference towards traditional

marketing tools has decreased. Most popular traditional marketing tools are television &

print media. The major benefits of online marketing are its capability of interaction between

consumers and advertisers followed by availability of wide range of information & ease of

shopping. These benefits make online marketing superior than traditional marketing.

But at the same time consumers are susceptible about the user-safety side of internet. They

feel that online marketing is unsafe as it may lead to increase in frauds & privacy issue.
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Recommendation:

Conclusion given above narrates that consumers use more than one medium to make brand

choice, therefore it is recommended that

Industries should combine& match various methods to reach their desired target

audience. This will help to spread awareness among them and to influence

buyersbehaviour thus companies must express an effective social media platform plan

where they can combine various tools to grasp maximum prospects.

It is also discovered that consumers have good enough knowledge about internet technology

and they are in favour of using online marketing, therefore it is recommended that

Every company big or small should grab this advantage and include online

marketing in their marketing efforts. Online marketing forms can be mainly, E-

commerce and social media marketing.

Consumers find certain benefits in online marketing over traditional marketing;

therefore, companies can spend more on online media rather than the traditional

tools.

But along with its advantages, online marketing has certain limitations also, limitations like

possibility of fraudulent activities or privacy issues are beyond control. Cyber crimecan not

be removed easily or completely therefore, it is recommended that

Companies should not rely entirely on online marketing; they must make it a part

of Social Media Marketing strategy. As a result of which limitations of online

marketing will be covered as the other mediums will build the required credibility and

positive image about the brand. This credibility will generate trust among consumers

towards the brand.

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Chapter-8
Future scope & Limitation
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Future scope & Limitation

The study could be extended; so as to cover all the states of India as the researcher believes

that consumer buying behaviour w.r.t online marketing may be at the variance in different

states.

Limitations of the study

The study is limited to Nagpur suburbs.

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References
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References:
1. KenzhegulBizhanova,(2019). Impact of digital marketingdevelopment on entrepreneurship. E3S Web

of Conferences 135,04023 ITESE.

2. Effect of social media platforms as marketing strategy of achieving organisational marketing goals

And objectives among innovative consumers: A comparative study, International Journal of Business

and Management Studies, CD-ROM. ISSN: 2158-1479 :: 08(01):213–228 (2019)

3. The future of social media in marketing, Journal of the Academy of Marketing Science (2020) 48:79–

95,Published online: 12 October 2019.

4. A Study on the Impact of Social Media Marketing Trends on Digital Marketing,International Journal

of Management, P.Ganeshbabu, M.C.A., M.Phil, TNSET, MBA,Head – Assistant Professor of

Computer Science Senthamarai College of Arts and Science, Madurai.

5. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education, 2006,

6.Abed Abedniya, Sahar SabbaghiMahmouei, The Impact of Social Networking Websites to

Facilitate the Effectiveness of Viral Marketing, December 2010, International Journal of

Advanced Computer Science and Applications, Vol. 1, No.6

Websites

1. http://www.wisdomportal.com/Books/OnlineMarketing.html

2. www.proquest.com

3. www.wikipedia.com

4. www.techopedia.com

5. www.webopedia.com

6. www.multimediamarketing.com
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Annexure
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Annexure -1

RESEARCH QUESTIONNAIRE

Respondent’s details

Name : ______________________________________(optional)

Gender :

 Male

 Female

Occupation :

 Student

 Service

 Self employed

Age :

 Between 18 to 25

 Between 25 to 35

 Between 35 to 45

Contact details : _________________________________(optional)

(Please tick √ in the box besides option/s matching your response)

1. I rely on just one medium to get knowledge about any brand.

Yes, Somewhat, No

2. Which source do you refer the most to get awareness of various brands?
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Print ads

o Television commercials

o In-store promotion

o Outdoor media

o Online media

3.I do not require much information to take purchase decision.

o Strongly agree

o Agree

o Disagree

o Strongly disagree

4. I do not prefer to spend much of my time in purchase of any commodity.

o Strongly agree

o Agree

o Disagree

o Strongly disagree

5. Are you knowledgeable about the use of Internet?

o Not knowledgeable about

o Somewhat knowledgeable about

o Knowledgeable about

o Very well knowledgeable about

6. What is your frequency of being online?

o Very Low,

o Low,

o Moderate,High

o Very high
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7. Please indicate your purpose for using internet by ranking each purpose between
the scale of 1 to 5 (where, 1 is the most important and 5 is least important)

 Social networks

 Media sharing sites

 (Video, photo, music sharing & Gaming)
 Blogs
 Podcasts & RSS

 Collaborative websites

 Other content sharing websites

 Online shopping

8. Companies should use online activities in their marketing efforts.

o Strongly agree

o Agree

o Disagree

o Strongly disagree

9. I don’t prefer the print ads or Television commercials much to get the brand

awareness.

o Strongly agree,

o Agree,

o Disagree ,

o Strongly disagree .

10. What benefits does online marketing offer over the traditional marketing?

(Tick only one, which is more prominent according to you)

Wide range of information

o Low cost

o Ease of shopping

o Interactive medium
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o Time saving

11. I prefer Online advertising as it is SAFEST to use.

o Strongly agree,

o Agree

o No opinion ,

o Disagree

o Strongly disagree

12. What loopholes does online marketing carry over traditional marketing tools?

(Tick only one, which is more prominent according to you)

o More Susceptible,

o Privacy Issue

o More scope for fraudulent activities,

o Often interrupting