CHAPTER - I

INTRODUCTION

1.1 CONCEPT INTRODUCTION

Digital marketing is a set of activities that businesses and organizations use to promote their
products, services, or brands through electronic media channels. It's different from traditional
marketing in that it relies on digital technologies and platforms to reach and engage with
customers in a more targeted, personalized, and measurable way.

One of the key advantages of digital marketing is its ability to collect and analyze data about
consumer behavior, preferences, and interactions with marketing messages in real-time. This
data enables digital marketers to optimize their campaigns, tailor their messages to specific
audiences, and measure the impact of their efforts on various metrics, such as traffic,
conversions, leads, and sales.

Some of the main types of digital marketing activities include:

● Search engine optimization (SEO): optimizing websites and content to rank higher
in search engine results pages and increase organic traffic.
● Search engine marketing (SEM): using paid advertising to appear at the top of
search engine results pages and drive targeted traffic to websites.
● Content marketing: creating and sharing valuable, relevant, and consistent content to
attract and retain a clearly defined audience and drive profitable customer action.
● Influencer marketing: partnering with influential people in a specific industry or
niche to promote products or services to their followers and increase brand awareness
and credibility.
● Social media marketing: using social media platforms to build brand awareness,
engage with customers, promote products or services, and drive traffic to websites.
● Email direct marketing: sending targeted, personalized, and relevant email messages
to subscribers to nurture relationships and promote products or services.
● Display advertising: placing banner ads or other forms of visual ads on websites,
social media platforms, or mobile apps to increase brand exposure and drive traffic to
websites.

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 ● E-commerce marketing: optimizing product listings, pricing, and promotions on
e-commerce platforms to increase sales and revenue.
● Campaign marketing: designing and executing targeted campaigns across different
channels and platforms to achieve specific marketing goals, such as lead generation,
customer acquisition, or retention.
● Content automation: using software tools to automate repetitive tasks related to
content creation, curation, distribution, and measurement.
● E-books, optical disks, and games: creating digital products or assets that provide
value to customers and reinforce brand messaging and positioning.

Overall, digital marketing is a dynamic and constantly evolving field that requires a mix of
technical, creative, and analytical skills, as well as a deep understanding of consumer
behaviour, market trends, and digital technologies.

Tools of Digital Marketing

SEO:

Search engine optimization (SEO) is the process of optimizing your website to improve its
visibility in search engine results pages. By optimizing your website, you can attract more
traffic, increase engagement and boost conversions. With tailor-made SEO strategies, you can
reach out to a wider audience and ensure your website is found by people who are interested
in your products or services. Whether it's keyword research, technical SEO, or link building,
there are a variety of strategies that can help your website rank higher in search results.

PPC:

Pay-per-click (PPC) advertising is a powerful tool for businesses looking to increase sales
and inquiries. With PPC, you can place targeted ads in front of people who are actively
searching for your products or services. Unlike traditional advertising, PPC allows you to
track the results of your campaigns in real-time, enabling you to make adjustments and
optimize your ads for maximum impact. By targeting the right keywords, crafting compelling
ad copy, and optimizing your landing pages, you can drive more traffic and conversions to
your website.

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Social Media:

Social media has become an essential tool for businesses of all sizes to connect with their
customers and build their brand. With proven social media strategies, you can create a strong
online presence, engage with your audience, and drive traffic to your website. Whether it's
creating shareable content, running social media ads, or building a community around your
brand, social media offers a wealth of opportunities for businesses to reach their target
audience and drive growth.

Web Development:

Web development is the process of building, designing, and maintaining websites. In today's
digital age, a website is essential for any business looking to build an online presence and
connect with customers. From simple brochure websites to complex e-commerce platforms,
web development offers a range of options for businesses of all sizes. With a focus on user
experience, design, and functionality, a well-built website can help you stand out from the
competition and drive growth for your business.

Display Advertising:

Display advertising is a powerful tool for businesses looking to increase brand awareness and
attract new customers. With display ads, you can reach a wider audience and target people
who are interested in your products or services. From banner ads to video ads, display
advertising offers a range of options for businesses to get their message in front of the right
people. By crafting compelling ad copy, targeting the right audience, and optimizing your
campaigns for maximum impact, you can drive more traffic and conversions to your website.

Web Analytics:
Web analytics is the process of collecting and analyzing data about your website's
performance. By using tools like Google Analytics, you can gain insight into how people
interact with your website, which pages are most popular, and where visitors are dropping
off. With this information, you can make data-driven decisions to optimize your website and
improve its performance. From tracking conversions to monitoring site speed, web analytics

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offers a wealth of information for businesses looking to improve their online presence and
drive growth.

Shopping Feeds:

Shopping feeds are a crucial part of e-commerce businesses. A shopping feed is essentially a
data file that contains all the information about your products, including their names,
descriptions, prices, and images. This data is then submitted to shopping channels like
Google Shopping, Amazon, and eBay. Shopping feeds help businesses to reach a wider
audience and increase sales. By optimizing your shopping feed, you can improve your
product listings and attract more customers. To optimize your shopping feed, you need to
focus on factors like product titles, descriptions, images, and pricing.

Copywriting:

Copywriting is the art of writing persuasive and engaging content that promotes a product or
service. It involves crafting words and phrases that grab the attention of potential customers
and convince them to take action. Effective copywriting can help businesses to attract and
retain customers, build brand awareness, and increase sales. To write effective copy, you need
to understand your target audience, their needs and desires, and the benefits that your product
or service can provide. You also need to choose the right tone of voice, use attention-grabbing
headlines, and highlight the unique selling points of your product or service.

Mobile:

Mobile devices have become an essential part of our daily lives. More and more people are
using their mobile devices to browse the internet, make purchases, and interact with
businesses. As a result, businesses need to ensure that their websites and marketing materials
are optimized for mobile devices. This includes using responsive web design, creating
mobile-friendly content, and developing mobile apps. By optimizing for mobile, businesses
can improve the user experience, increase engagement, and ultimately drive more sales.

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Email Marketing:

Email marketing is a powerful tool for businesses to communicate with their customers and
prospects. It involves sending promotional emails to a list of subscribers who have opted-in
to receive them. Email marketing can be used to promote new products or services, provide
valuable information, and nurture leads into customers. To be effective, email marketing
campaigns need to be well-designed, personalized, and relevant. They also need to have a
clear call-to-action that encourages recipients to take action.

Conversion Optimization:

Conversion optimization is the process of increasing the percentage of website visitors who
take a desired action, such as making a purchase, filling out a form, or subscribing to a
newsletter. By optimizing the website design, content, and user experience, businesses can
improve their conversion rates and increase sales. This involves identifying areas of the
website that are causing friction or confusion, testing different variations of key elements,
and using data and analytics to track and measure results. By continuously improving the
conversion rate, businesses can maximize the return on investment for their marketing efforts.

Social Media Marketing:

Social media marketing is the use of social media platforms like Facebook, Instagram,
Twitter, and LinkedIn to promote a business or product. Social media marketing can help
businesses to build brand awareness, engage with customers, and drive website traffic and
sales. To be effective, social media marketing campaigns need to be well-planned, targeted,
and engaging. This involves choosing the right social media platforms, creating high-quality
content, and using social media advertising to reach a wider audience. By leveraging the
power of social media, businesses can build a loyal following and grow their customer base.
As the digital marketing landscape continues to grow at a rapid pace, marketers are faced
with new challenges and opportunities within this digital age.

The Digital Marketing Course is an initiative designed to educate students in the area of
Digital Marketing.

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 Fig. 1.1

Students that plan to undertake the Google Online Marketing Challenge are encouraged to
complete the Digital Marketing Course, as the skills learned in this course will help shape
your advertising goals and strategy for the Google Online Marketing Challenge.

The way in which digital marketing has developed since the 1990s and 2000s has changed
the way brands and businesses utilize technology and digital marketing for their marketing.
Digital marketing campaigns are becoming more prevalent, as digital platforms are
increasingly incorporated into marketing plans, and as people use digital devices instead of
going to physical shops.

Digital marketing activities are search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, campaign marketing,
and e-commerce marketing, social media marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, optical disks and games, and any other form of
digital media. It also extends to non-Internet channels that provide digital media, such as
mobile phones (SMS and MMS), callback and on-hold mobile ringtones.

The whole idea of digital marketing can be a very important aspect in the overall
communication between the consumer and the organisation. This is due to digital marketing
being able to reach vast numbers of potential consumers at one time.

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Another advantage of digital marketing is that consumers are exposed to the brand and the
product that is being advertised directly. To clarify the advertisement is easy to access as well
it can be accessed any time any place.

However, with digital marketing there are some setbacks to this type of strategy. One major
setback that is identified, is that Digital marketing is highly dependent on the internet. This
can be considered as a setback because the internet may not be accessible in certain areas or
consumers may have poor internet connection.

As well as digital marketing being highly dependent on the Internet is that it is subject to a lot
of clutter, so it marketers may find it hard to make their advertisements stand out, as well as
get consumers to start conversations about an organisations brand image or products.

As digital marketing continues to grow and develop, brands take great advantage of using
technology and the Internet as a successful way to communicate with its clients and allows
them to increase the reach of who they can interact with and how they go about doing so,.
There are however disadvantages that are not commonly looked into due to how much a
business relies on it. It is important for marketers to take into consideration both advantages
and disadvantages of digital marketing when considering their marketing strategy and
business goals.

An advantage of digital marketing is that the reach is so large that there are no limitations on
the geographical reach it can have. This allows companies to become international and
expand their customer reach to other countries other than the country it is based or originates
from.

As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a week
service for customers as well as enabling them to shop online at any hour of that day or night,
not just when the shops are over and across the whole world. This is a huge advantage for
retailers to utilise it and direct customers from the store to its online store. It has also opened
up an opportunity for companies to only be online based rather than having an outlet or store
due to the popularity and capabilities of digital marketing.

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Another advantage is that digital marketing is easy to be measured allowing businesses to
know the reach that their marketing is making, whether the digital marketing is working or
not and the amount of activity and conversation that is involved.

With brands using the Internet space to reach their target customers; digital marketing has
become a beneficial career option as well. At present, companies are more into hiring
individuals familiar in implementing digital marketing strategies and this has led the stream
to become a preferred choice amongst individuals inspiring institutes to come up and offer
professional courses in Digital Marketing.

A disadvantage of digital advertising is the large amount of competing goods and services
that are also using the same digital marketing strategies. For example, when someone
searches for a specific product from a specific company online, if a similar company uses
targeted advertising online then they can appear on the customer’s home page, allowing the
customer to look at alternative options for a cheaper price or better quality of the same
product or a quicker way of finding what they want online.

Some companies can be portrayed by customers negatively as some consumers lack trust
online due to the amount of advertising that appears on websites and social media that can be
considered frauds. This can affect their image and reputation and make them out to look like
a dishonest brand.

Another disadvantage is that even an individual or small group of people can harm image of
an established brand. For instance Dopplegnager is a term that is used to disapprove an image
about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The
word Doppelganger is a combination of two German words Doppel (double) and Ganger
(walker), thus it means double walker or as in English it is said alter ego. Generally brand
creates images for itself to emotionally appeal to their customers. However some would
disagree with this image and make alterations to this image and present in funny or cynical
way, hence distorting the brand image, hence creating a Doppelganger image, blog or content
(Rindfleisch, 2016).

Two other practical limitations can be seen in the case of digital marketing. One, digital
marketing is useful for specific categories of products, meaning only consumer goods can be

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propagated through digital channels..Industrial goods and pharmaceutical products can not be
marketed through digital channels. Secondly, digital marketing disseminates only the
information to the prospects most of whom do not have the purchasing authority/power. And
hence the reflection of digital marketing into real sales volume is skeptical.

SEO is not an appropriate strategy for every website, and other Internet marketing strategies
can be more effective like paid advertising through pay per click (PPC) campaigns,
depending on the site operator's goals. A successful Internet marketing campaign may also
depend upon building high quality web pages to engage and persuade, setting up analytics
programs to enable site owners to measure results, and improving a site's conversion rate. In
November 2015, Google released a full 160 page version of its Search Quality Rating
Guidelines to the public, which now shows a shift in their focus towards "usefulness" and
mobile search.

SEO may generate an adequate return on investment. However, search engines are not paid
for organic search traffic, their algorithms change, and there are no guarantees of continued
referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search
engine traffic can suffer major losses if the search engines stop sending visitors. Search
engines can change their algorithms, impacting a website's placement, possibly resulting in a
serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over
500 algorithm changes – almost 1.5 per day. It is considered wise business practice for
website operators to liberate themselves from dependence on search engine traffic.

In addition to accessibility in terms of web crawlers (addressed above), user web accessibility
has become increasingly important for SEO.SEO is primarily concerned with ensuring that
your website ranks higher in search engine results, thereby driving more traffic to your site
and potentially more business. However, while SEO used to involve adding a few keywords
to your site for search engines to find, SEO in 2015 is far more multi-faceted and needs to be
part of a wider digital marketing plan. Because of this, many companies turn to website
design and marketing experts such as Pronto for support.

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1.2 Need for the study

The need for conducting a study on implementing digital marketing strategies for WallyAX to
grow the brand arises from the increasing importance of digital marketing in today's business
landscape. As consumers increasingly rely on the internet and digital channels to research and
make purchasing decisions, companies must have an effective digital marketing strategy to
remain competitive and grow their brand.

Moreover, digital marketing offers various advantages, such as increased reach,

cost-effectiveness, and the ability to measure and analyze campaign performance. Therefore,
it is crucial for companies like WallyAX to understand the latest digital marketing trends and
techniques and leverage them to develop a comprehensive digital marketing strategy that
aligns with their business goals.

This study will help WallyAX identify the most effective digital marketing channels, create
engaging content, improving customer engagement, and generating leads and conversions.
By implementing a successful digital marketing strategy, WallyAX can increase brand
awareness, reach a wider audience, and achieve sustained growth.

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1.3 OBJECTIVES OF THE STUDY

1. To choose appropriate media for marketing

2. To understand the effectiveness of branding through digital media.
3. To study the growth of Digital Marketing.
4. To analyse consumer behaviour and preferences in the digital space for better
targeting and engagement in marketing campaigns.

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1.4 SCOPE OF THE STUDY

To determine the present condition of digital marketing and its effectiveness:

The study will investigate the current state of digital marketing efforts employed by
WALLYAX and evaluate their effectiveness in reaching the target audience. This will involve
analyzing the strategies, tactics, and tools used by the company to engage customers through
digital channels such as social media, email, search engines, mobile apps, and websites.

To identify the most effective media and channels used in digital marketing:
The study will examine the various media and channels employed by WALLYAX to deliver
digital marketing messages to their target audience. This will involve assessing the
effectiveness of each media and channel in generating leads, driving traffic to the website,
and converting prospects into customers. The analysis will include social media platforms,
email marketing, pay-per-click advertising, content marketing, search engine optimization,
mobile marketing, and other digital channels.

To determine the return on investment (ROI) of each channel:

The study will evaluate the effectiveness of each digital marketing channel in terms of the
return on investment (ROI) generated for the company. This will involve analyzing the cost
of each channel and comparing it with the revenue generated from the channel. The analysis
will help WALLYAX identify the most cost-effective channels and adjust their digital
marketing efforts to optimize ROI.

To assess customers' reactions towards WALLYAX's digital marketing initiatives:

The study will investigate the attitudes and behaviors of WALLYAX's target audience
towards the company's digital marketing initiatives. This will involve assessing the level of
engagement, satisfaction, and loyalty of customers towards the company's digital marketing
messages and activities. The analysis will help WALLYAX improve customer engagement
and satisfaction by tailoring their digital marketing messages to the needs and preferences of
their target audience.

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1.5 RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
branch of knowledge. Typically, it encompasses concepts such as paradigm, theoretical
model, phases and quantitative or qualitative techniques.

A methodology does not set out to provide solutions - it is, therefore, not the same thing as a
method. Instead, it offers the theoretical underpinning for understanding which method, set of
methods or so called “best practices” can be applied to specific cases, for example, to
calculate a specific result.

It has been defined also as follows:

1. "The analysis of the principles of methods, rules, and postulates employed by a
discipline"
2. "The systematic study of methods that are, can be, or have been applied within a
discipline"
3. "The study or description of methods”

1.5.1 RESEARCH DESIGN

The research design is purely and simply the framework of plan for a study that guides the
collection and analysis of data. Types of Research Design:

Exploratory Research – The main purpose of such studies is that of formulating a problem
for more precise investigation or of developing the working hypotheses from an operational
point of view.

Descriptive Research – Those studies which are concerned with describing the
characteristics of a particular individual, or of a group.

DESCRIPTIVE RESEARCH DESIGN WAS USED FOR THIS RESEARCH.

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A research design is a systematic plan to study a scientific problem. The design of a study
defines the study type (descriptive, correlation, semi-experimental, experimental, review,
meta-analytic) and sub-type (e.g., descriptive-longitudinal case study), research question,
hypotheses, independent and dependent variables, experimental design, and, if applicable,
data collection methods and a statistical analysis plan.

Design types and sub-types

There are many ways to classify research designs, but sometimes the distinction is artificial
and other times different designs are combined. Nonetheless, the list below offers a number
of useful distinctions between possible research designs.

● Descriptive (e.g., case-study, naturalistic observation, Survey)

● Co relational (e.g., case-control study, observational study)
● Semi-experimental (e.g., field experiment, quasi-experiment)
● Experimental (Experiment with random assignment)
● Review (Literature review, Systematic review)
● Meta-analytic (Meta-analysis)

Sometimes a distinction is made between "fixed" and "flexible" or, synonymously,

"quantitative" and "qualitative" research designs. However, fixed designs need not be
quantitative, and flexible design need not be qualitative. In fixed designs, the design of the
study is fixed before the main stage of data collection takes place. Fixed designs are normally
theory driven; otherwise it is impossible to know in advance which variables need to be
controlled and measured. Often, these variables are measured quantitatively. Flexible designs
allow for more freedom during the data collection process. One reason for using a flexible
research design can be that the variable of interest is not quantitatively measurable, such as
culture. In other cases, theory might not be available before one starts the research. However,
these distinctions are not recognized by many researchers, such as Stephen Gorard who
presents a simpler and cleaner definition of research design.

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1.5.2 DATA COLLECTION

Primary Data: the data which is collected first hand or by the investigator himself. It means
that this is the information which the investigator collects himself/herself through interviews,
door to door surveys, questionnaires and others. Secondary Data: the data which is collected
second hand or through an already existing piece of information. It means the information
which we take from the internet, newspaper, newsprint or a journal. This includes all the
things which are already printed and we are taking out information from them.

For my research project, I collected data through the use of a questionnaire. The
questionnaire was designed to gather information and opinions from a targeted group of
individuals who were relevant to my research topic. The questions were carefully crafted to
ensure that the data collected was relevant and useful for my analysis. Participants were
selected based on certain criteria and were invited to complete the questionnaire either in
person or online. The responses collected through the questionnaire were then analyzed and
used to draw conclusions and insights about my research topic.

1.5.3 SAMPLING DESIGN: DATA SOURCES

(a) Primary Data Collection Sources:

It has been collected by forming a proper questionnaire. Questionnaire is a systematic and

structured manner of collecting data for conducting experiment. The nature of the
questionnaire is very inductive and fundamental. It has been kept in a proper framework to
make it clear to the retailers.

Primary data can be collected in five main ways

i) Observation
ii) Focus groups
iii) Surveys
iv) Behavioral data

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v) Experiments

Among these, ‘survey method’ was selected to collect the primary data. 100 users were
visited & collected the required data relevant to this project.

(b) Secondary Data Collection Sources:

Secondary sources

Information was collected from secondary sources such as google etc.

Beside these the use of the Internet was also made in collecting relevant information. The
data collected from the above mentioned sources has been adequately structured and used at
appropriate places in the report.

UNIVERSE/POPULATION:

● Univariate analysis is the simplest form of quantitative (statistical) analysis. The

analysis is carried out with the description of a single variable in terms of the
applicable unit of analysis. For example, if the variable "age" was the subject of the
analysis, the researcher would look at how many subjects fall into given age attribute
categories.

● Univariate analysis contrasts with bivariate analysis – the analysis of two variables
simultaneously – or multivariate analysis – the analysis of multiple variables
simultaneously. Univariate analysis is commonly used in the first, descriptive stages
of research, before being supplemented by more advanced, inferential bivariate or
multivariate analysis.
SAMPLING UNIT

Sampling techniques can be broadly classified in to two types: Probability Sampling Non
Probability Sampling

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Types of Research :

● Descriptive & Analytical

● Applied & Fundamental
● Quantitative & Qualitative
● Conceptual & Empirical

The project will be based on Descriptive Research type.

SAMPLE SIZE

It is the process of selecting a representative subset of a total population for obtaining data for
the study of the whole population; the subset is known as a sample. The sample size is
selected for the study of 100 users. The techniques of the sampling unit in this study are
convenience sampling.

Sampling Technique

Sampling techniques can be broadly classified in to two types:

● Probability Sampling (here the every item in the universe have the equal chance of
inclusion in the sample)
● Non Probability Sampling (Here the item in the sample are deliberately selected by
the researcher)

Tools Used for Data Analysis

● Bar chart (Bar charts will be used for comparing two or more values that will be taken
over time or on different conditions, usually on small data set )
● Pie-chart (Circular chart divided into sectors, illustrating relative magnitudes or
frequency

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1.6 LIMITATIONS OF THE STUDY

While the study on digital marketing strategies for WallyAX provides valuable insights and
recommendations for driving growth and increasing brand awareness, there are several
limitations that should be considered:

● Limited scope: The study may not cover all the aspects of digital marketing that are
relevant for WallyAX. For example, the study may focus on social media marketing
and email marketing, but not cover other important aspects like search engine
optimization, pay-per-click advertising, or content marketing.

● Sample size: The study may have a limited sample size, which could limit the
generalizability of the findings. For example, the study may only analyze data from a
small number of customers or social media followers, which may not be
representative of the larger population.

● Timeframe: The study may only focus on a specific timeframe, which may not
reflect the long-term impact of digital marketing strategies on WallyAX. For example,
the study may only analyze data for a few months or a year, which may not capture
the full impact of digital marketing efforts over time.

● Data accuracy: The study may rely on data that is incomplete or inaccurate, which
could lead to biased or incorrect conclusions. For example, the study may rely on
self-reported data from customers or social media followers, which may not be
reliable.

● External factors: The study may not account for external factors that could impact the
effectiveness of digital marketing strategies. For example, changes in the competitive
landscape or economic conditions could impact consumer behavior and the
effectiveness of digital marketing efforts.

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 CHAPTER - II

PROFILES

2.1 INDUSTRY PROFILE

2.1.1 INFORMATION TECHNOLOGY

The information technology industry in India comprises information technology services and
business process outsourcing. In the financial year (FY) 2022, the share of the IT-BPM sector
in India's gross domestic product (GDP) was estimated at 7.4%.The IT and BPM industries
generated a revenue of approximately $227 billion in FY 2022. Of this, the domestic revenue
of the IT industry is estimated at $49 billion, while the export revenue is estimated at $181
billion.

As of March 2022, the IT-BPM sector employs around 5 million people. In December 2022,
Rajeev Chandrasekhar, the Union Minister of State for Electronics and IT, announced that IT
units registered with state-run Software Technology Parks of India (STPI) and Special
Economic Zones had exported software worth Rs 11.59 lakh crore in 2021-22.

These figures indicate the significant contribution of the Indian IT industry to the country's
economy and employment. The industry has been growing steadily over the years, with a
strong focus on exports. The government's support through initiatives such as STPI and
Special Economic Zones has also played a significant role in facilitating the growth of the IT
industry in India.

In recent years, there have been reports of IT workers using fake experience certificates to
enter the Indian IT industry. These fake documents are provided by consultancies operating
mainly out of Hyderabad and Bangalore. While some IT professionals use proxy interviews
to clear the interview round, the majority of fake candidates are reportedly rejected during the
interview process. Additionally, a 2017 study of technical support scams found that 85% of
the scams could be traced back to locations in India. Indian call centers have also gained a
reputation for defrauding customers from the US and Europe. The main operating locations
for these fraudulent call centers are Kolkata, Bangalore, Hyderabad, and Mumbai.

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The Indian IT-BPM industry is known to have the highest employee attrition rate, with
resignations being reported across all levels in recent years. Despite this, the industry
continues to benefit from a lower cost of living, resulting in cheaper labor costs as a global
outsourcing hub. However, there are concerns that the evolution of the IT-BPM sector,
particularly the increasing implementation of artificial intelligence (AI), will lead to
significant automation and job loss in the future. The United States is the largest importer of
India's IT services exports, accounting for two-thirds of the total.

2.1.2 HISTORY OF INFORMATION TECHNOLOGY

The Indian IT services industry has a rich history, with Tata Consultancy Services playing a
pivotal role in its development. In 1977, Tata Consultancy Services partnered with
Burroughs, leading to India's export of IT services. Mumbai's SEEPZ, the first software
export zone, was established in 1973 and accounted for over 80% of the country's software
exports in the 1980s.

The Indian government recognized the potential of the IT industry early on and established a
Task Force in 1984 to develop an IT Action Plan with 108 recommendations. The Task Force
was able to act quickly by building upon the experiences and frustrations of various
stakeholders, including state governments, central government agencies, universities, and the
software industry. Much of its recommendations were also in line with the thinking of
international organisations like the World Trade Organization, International
Telecommunication Union, and World Bank. Additionally, the Task Force incorporated the
experiences of Singapore and other countries that had implemented similar programs. Its
focus was on sparking action on a consensus that had already evolved within the networking
community and government, rather than inventing something new.

In 1994, regulated VSAT links were introduced in India. Prior to this, regulations on linking
had prevented the development of the industry. However, in 1991 the Department of
Electronics established Software Technology Parks of India (STPI), which provided VSAT
communications without breaching the government's monopoly. STPI created software
technology parks in different cities, each of which provided satellite links to be used by firms.

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In 1993, the government allowed individual companies their own dedicated links, which
allowed work done in India to be transmitted abroad directly.

This development had a significant impact on the Indian IT industry. Indian firms were able
to convince their American customers that a satellite link was as reliable as a team of
programmers working in the clients' office.

In 2001, a joint EU-India group of scholars was formed to promote joint research and
development. In 2002, India and the European Union agreed to bilateral cooperation in the
field of science and technology. From 2017, India has held an Associate Member State status
at CERN, and a joint India-EU Software Education and Development Center will be located
in Bangalore.

2.2 COMPANY PROFILE

2.2.1 ABOUT THE COMPANY:

Fleet Studio Technologies is a company that is highly trusted by its clients to develop mobile
and web applications for a global audience. The company has a team of experts that work
closely with us and provide a holistic approach to developing high-quality products.

Fleet Studio Technologies has a clear understanding of both design and technology, which
ensures that the applications they develop are visually appealing, user-friendly, and
functional. Their team is highly skilled and has provided valuable insights into the project,
which has improved the final result significantly.

Fleet Studio Technologies is highly attuned to the needs and preferences of their target
audience. Their emphasis on culture and consumer behaviours has helpes clients to develop
applications that align with the expectations of their customers.

Fleet Studio Technologies is a reliable and experienced company that provides high-quality
mobile and web application development service

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2.2.2 HISTORY

Fleet Studio Technologies is a software development company that has an interesting history.
Back in 2008, the founder, Venu Moola, was working for agencies in New York City and
noticed how dedicated everyone was to getting digital product design just right. However, he
believed that there needed to be a greater focus on technology to bring these products to life.
As a result, he started Fleet Studio to bridge the gap between design and technology.

For over thirteen years, Fleet Studio Technologies has been bringing together experts with a
passion for technology to build software products for startups, leading advertising agencies,
brands, and enterprise customers. As a third party, it is impressive to see how the company
has established a reputation for delivering high-quality products that align with their clients'
business objectives.

It is inspiring to know that Fleet Studio Technologies has been in the industry for so long and
has continued to adapt to the ever-changing technology landscape. This is a testament to the
company's commitment to delivering quality work and staying ahead of the curve in terms of
technology trends.

2.2.3 LEADERSHIP:

VENU MOOLA:

Venu Moola, the CEO of the company, has over 24+ years of experience in the technology
industry. He has worked with award-winning digital marketing agencies and has experience
leading teams of technologists from across the globe. Venu brings a unique combination of

22
management skills and hands-on experience, which helps him to innovate technology as an
architect, engineer, and executive.

LATHA KUMANAN

Latha Kumanan, the Director of Delivery, is another key member of Fleet Studio's leadership
team. With 11 years of experience, she is a hands-on technical lead who has extensive
knowledge in the design, development, implementation, testing, and maintenance of
eCommerce web applications. Her expertise helps her to build and lead software teams that
are instrumental in developing successful web applications.

NAREN ETHIRAJ

23
Naren Ethiraj, the Director of Operations, has over a decade of experience in all-around
managerial activities. He ensures that Fleet Studio runs smoothly by supporting employees at
all levels to improve their efficiency and performance.

Shriram Thirukkumaran

Shriram Thirukkumaran, the Director of Technology, is a functional developer,

machine-learning enthusiast, digital artist, and an avid quantum noob. He currently leads
Fleet Studio's technology and technical capabilities. His diverse skill set helps him to develop
innovative solutions for the company's clients.

2.2.4 LABS

Fleet Studio’s labs are where the company's experts can let their creativity flow and
experiment with new products before launching them to the public. Some of these
experiments have even turned into successful startups that have been acquired.

E-COMMERCE

One of the lab areas at Fleet Studio is focused on e-commerce. The team understands that the
future of e-commerce lies in client-specific solutions, and they have the expertise to deliver
precisely that. Fleet Studio has worked with businesses at the top of their fields, catering to
niche requests and going above and beyond to fulfill their needs. The team is always

24
up-to-date on the latest trends in e-commerce and knows how to use the right platforms to
create digital product and marketplace solutions that perfectly fit the industry and
geo-segment of the client.

CUSTOMER DATA PLATFORM

Another lab area is focused on creating a customer data platform that prioritizes transparency
and user control. Fleet Studio uses cookie alternatives with opt-in experiences to give
consumers a secure 360 data platform that puts them in control of their information. The team
believes that providing users with a personalized experience that they have faith in is
essential to creating a successful digital product.

2.2.4 PRODUCTS BY FLEET STUDIO

Fleet Studio has long been known for its expertise in building custom software products for
its clients. However, the company is now pivoting towards becoming a product-based
company with a focus on creating innovative solutions for the digital marketplace. Their new
approach is based on the idea of leveraging their experience to create products that can be
used by a wider audience.

WALLYAX - (WEB ACCESSIBILITY TOOL)

WallyAX is an innovative web accessibility tool developed by Fleet Studio that aims to make
the internet a more inclusive place for all users. In today's digital age, it is more important
than ever to ensure that websites are accessible to people with disabilities, who may rely on
assistive technologies such as screen readers or magnifiers to navigate the web.

WallyAX offers a comprehensive solution to web accessibility, with an audit, autofix, and
analytics feature. The audit feature scans websites for accessibility issues, such as missing
alt text, improper use of heading tags, or insufficient color contrast, and generates a detailed
report that highlights areas for improvement. This information is essential for website owners
and developers who want to ensure that their website is accessible to everyone.

25
The auto fix feature of WallyAX is a unique tool that automatically fixes accessibility issues
on the website. This saves time and resources for developers and website owners who may
not have the technical expertise to fix these issues manually. The auto fix feature is designed
to be customizable, allowing website owners and developers to choose which issues they
want to fix automatically.

The analytics feature of WallyAX provides website owners with data on the accessibility of
their website, including how many issues were found and how many were fixed. This
information is useful for monitoring progress over time and identifying areas for continued
improvement.

WallyAX is an essential tool for any organization that wants to make their website accessible
to everyone. By ensuring that websites are accessible, organizations can expand their reach
and provide equal opportunities for people with disabilities to access information and services
online. Fleet Studio's commitment to accessibility is evident in their development of
WallyAX, and it is sure to make a positive impact on the web accessibility landscape.

FS XPER (CONTENT MANAGEMENT SYSTEM)

FS Xper is a revolutionary CMS (content management system) software that allows users to
build a website without any coding experience. It is a user-friendly platform that empowers
anyone to create a professional-looking website with ease. In this essay, we will discuss the
features and benefits of FS Xper and how it can help individuals and businesses build their
online presence.

FS Xper's interface is designed to be simple and intuitive, making it easy for anyone to use.
The software allows you to create a website using pre-designed templates or customize your
own design. You can add pages, edit content, and upload images with just a few clicks of a
button. The software is also equipped with various features such as built-in SEO optimization
tools, social media integration, and mobile responsiveness.

One of the most significant advantages of FS Xper is that it eliminates the need for coding
knowledge. This means that even those without technical experience can create a website that
looks professional and functions efficiently. The software also saves time and resources, as it

26
streamlines the website-building process, enabling users to create and publish their website in
just a few hours.

Another advantage of FS Xper is its scalability. The software can accommodate the needs of
any website, whether it's a small blog or a large e-commerce site. This flexibility is a
significant advantage over other CMS platforms, which may have limitations on the number
of pages or features available.

FS Xper's customer support team is also readily available to help users who encounter any
issues while building their website. Whether it's a technical problem or a question about the
software's features, the team is ready to assist and provide the necessary guidance.

Fleet Studio's transition from a service-based to a product-based company is an exciting

move for the company and its clients. By leveraging their experience in building custom
software products, Fleet Studio is creating innovative solutions that are accessible to a wider
audience. With WallyAx and FSxPer, Fleet Studio is demonstrating its commitment to
developing cutting-edge technology that can help businesses and individuals achieve their
digital goals. As the company continues to grow and evolve, it will be interesting to see what
other products they develop and how they will shape the future of the digital landscape.

27
 CHAPTER - III

LITERATURE REVIEW

● The phenomenon of digital marketing becomes a promising opportunity for the

marketers, especially in husbandry sectors. They do not want to lose this opportunity.
They used to promote their product through conventional means by selling directly to
prospective buyers. Yet, Ayamjoper.id as the startup company in the husbandry sector
tries to change its marketing strategy from conventional into modern one by using
digital marketing as its promotion media. A modern company takes technology as the
primary change factor in the changing of landscape marketing. From the elaboration
above, this research is aimed at knowing the application of digital marketing in
constructing brand awareness of Ayamjoper.id Company. Qualitative methods with
case study approach are used in this study. Case study is used as an approach focusing
on a certain case that is observed and analysed until it is well accomplished.
Technique of data collection used in this research is interview and observation. The
result of this research shows that the implementation of digital marketing conducted
by Ayamjoper.id Company is using youtube, facebook, and website. The conclusion
obtained from the research is that the use of digital marketing is effective and efficient
for the company in reaching the consumers and increasing brand awareness of the
product proposed by the company.

● Digital marketing is a very effective marketing strategy in today's digital era because
everything is online and accessible via the internet. The purpose of this action
research is to increase business projects contracts of tidal61 company. The main issue
that this company is facing is a lack of digital promotion, which is causing the
company to receive fewer business leads and projects, resulting in a decrease in
revenue because consumers are unaware of the company's existence and the services
it provides, threatening its long-term viability. This study sought to identify the
company's current strategies for utilising Digital Marketing to raise awareness and
increase business contracts and revenues. To understand the problem, a mixed
quantitative and qualitative method was used to collect data from fortythree (43)
marketing executives with digital marketing experience and conduct two (2)
interviews with marketing managers with digital marketing experience. Methods of

28
 social network analysis are also used to comprehend the current company dashboard's
pre- and post-intervention. To intercept digital marketing activities, intervention was
carried out on the company website and social media websites. These two (2)
platforms have been used to create a series of digital marketing campaigns in order to
attract more business leads and consumers to the company. Findings show that using
digital marketing to raise brand awareness significantly increases brand recalls while
also changing consumers' perceptions of products and services. This action research
can be used as a guideline to help more digital marketers plan a successful digital
marketing campaign by understanding more internet users' decision-making behaviors
and how to influence them. Digital marketing can be used as one of the marketing
strategies, if not the best strategy, to reach out to your target audience. Digital
marketing is the most direct way to reach online consumers who cannot be reached
through traditional marketing methods. Google Search Campaign is one of the Google
online advertisement formats that can bring in the highest quality traffic from the
target audiences.

● Digital marketing strategies have proven to be essential for driving business on a

growing technological society. Their large range of tools and ways to combine them
makes every company a new challenge for what it concerns to the creation of their
own strategies. Flexibility is one of digital marketing big characteristics once, besides
changing from organization to organization, they also change on their course,
demanding adaptation to the market trends. As such, this report is focused on the
creation of a digital marketing strategy for eRise, a hungarian technology company,
from the market situation analysis, the identification and search for the target
characteristics, to the internet marketing mix, and online tools to measure results and
take conclusions. With generic positive results on the performed campaigns and
actions, it’s concluded the need for a good balance between differentiation, optimized
searchability on search engines, and engagement when building online strategies.

● The increasing number of universities has led to intense competition in attracting

prospective students. Nowadays, prospective students always rely on the internet as
their information souces. Thus, universities compete to market their excellence
through online promotion. The effectiveness of digital marketing is one of the factors
that can lead to brand awareness and will later influence new students’ campus

29
decision making. This study aimed to measure the effect of the effectiveness of digital
marketing on brand awareness and the decision of new students in choosing a private
university in the field of ICT in Denpasar, Bali. Data collection was carried out
through questionnaires are private universities in the field of ICT in Denpasar, Bali.
The research sample was 100 new students from six private universities in the field of
ICT in Denpasar Bali namely STIKOM Bali, STIKI, STMIK Primakara, STD Bali,
STMIK Badung Bali, and STMIK Denpasar. This study employed partial least
squares to analyse the obtained data. The findings show that the effectiveness of
digital marketing had a significant positive effect on brand awareness and decision
making. However, brand awareness had a positive but not significant effect on
decision making. Therefore, brand awareness cannot be an intermediate variable on
the relationship between digital marketing effectiveness on private university decision
making.

30
 CHAPTER - IV

DATA ANALYSIS AND INTERPRETATION

1. What is your age range?

TABLE NO. 1

PARTICULARS NO OF RESPONDENTS PERCENTAGE

18 TO 25 59 59%

25 TO 40 25 25%

40 TO 55 16 16%

CHART NO.1

INTERPRETATION:

Out of all the respondents in the survey, 59% were in the age group of 18 to 25 years, 25%
were in the age group of 25 to 40 years, and 16% were in the age group of 40 to 55 years.

31
2. What is your gender?

PARTICULARS NO OF RESPONDENTS PERCENTAGE

MALE 53 53%

FEMALE 47 47%

INTERPRETATION:

Out of all the respondents in the survey, 53% of them are male and 47% of them are female.

32
3. Which of the following social media platforms do you use most frequently?

TABLE NO. 3

PARTICULARS NO OF RESPONDENTS PERCENTAGE

Facebook 27 27%

Instagram 68 68%

Twitter 29 29%

LinkedIn 39 39%

CHART NO. 3

INTERPRETATION

Out of all the respondents in the survey, 27% reported using Facebook frequently, 68%
reported using Instagram frequently, 29% reported using Twitter frequently, and 39%
reported using LinkedIn frequently.

33
4. How do you prefer to receive updates and promotions from brands?

TABLE NO.4

PARTICULARS NO OF RESPONDENTS PERCENTAGE

CALL 12 12%

EMAIL 17 17%

SOCIAL MEDIA 60 60%

SMS MESSAGING 11 11%

CHART NO. 4

INTERPRETATION

Out of all the respondents in the survey, 60% of the respondent prefer receiving update and
promotions through social media, 17% of the respondent prefer receiving update and
promotions through email, 12% of the respondent prefer receiving update and promotions
through call, and 11% of the respondent prefer receiving update and promotions through sms
messaging.

34
5. Have you ever engaged with a brand's digital content, such as blogs, videos, or social
media posts?

TABLE NO. 5

PARTICULARS NO OF RESPONDENTS PERCENTAGE

YES 60 60%

NO 40 40%

CHART NO.5

INTERPRETATION

Based on the responses provided, 60% of respondents indicated that they have engaged with
a brand's digital content such as blogs, videos, or social media posts, while 40% of
respondents indicated that they have not engaged with such content.

This data suggests that a majority of respondents have interacted with digital content
produced by brands, which highlights the importance of having a strong digital presence for
businesses.

35
6. Have you purchased a product/service because of its digital branding?

TABLE NO. 6

PARTICULARS NO OF RESPONDENTS PERCENTAGE

YES 67 67%

NO 33 33%

CHART NO. 6

INTERPRETATION

Based on the responses provided, 67% of respondents indicated that they have purchased a
product or service because of its digital branding, while 33% of respondents indicated that
they have not made a purchase due to digital branding.

This data suggests that digital branding can have a significant impact on consumer
purchasing behavior. Businesses with strong digital branding could potentially attract and
retain more customers compared to businesses with weaker digital branding.

36
7. How do you get information about new Products?

TABLE NO. 7

PARTICULARS NO OF RESPONDENTS PERCENTAGE

ONLINE 44 44%

NEWS 8 8%

ADVERTISEMENT 29 29%

FAMILY 11 11%

FRIENDS 8 8%

CHART NO.7

INTERPRETATION

This data suggests that the majority of respondents (44%) rely on online sources for
information about new products, while advertisements are the second most common source
of information (29%). Family and friends are cited by a relatively small percentage of
respondents (11% and 8%, respectively), while news sources are the least commonly cited
source (8%).

37
8. Do you Collect information before purchasing the products online?

TABLE NO.8

PARTICULARS NO OF RESPONDENTS PERCENTAGE

YES 67 67%

NO 33 33%

CHART NO.8

INTERPRETATION

Based on the responses provided, 67% of respondents indicated that they collect information
before purchasing products online, while 33% of respondents indicated that they do not
collect information before making online purchases.

This data suggests that a majority of consumers are taking steps to inform themselves about
products before making online purchases. This behavior highlights the importance of
providing accurate and informative product information online, as consumers are actively
seeking out this information.

38
9. If yes, What type of information do you collect?

TABLE NO.9

PARTICULARS NO OF RESPONDENTS PERCENTAGE

Customer’s experience 41.4 41.4%

Quantity 12.1 12.1%

Attributes 12.1 12.1%

Quality 23.2 23.2%

Price 11.1 11.1%

CHART NO. 9

INTERPRETATION

Based on the responses provided, of those who collect information before making online
purchases (67%), 41.4% of respondents indicated that they collect information related to
customer experiences, 23.2% of respondents indicated that they collect information related to
product quality, 12.1% of respondents indicated that they collect information related to
product attributes and quantity each, and 11.1% of respondents indicated that they collect
information related to product price.

This data suggests that consumers prioritise information related to customer experiences and
product quality when making online purchases, while information related to product
attributes, quantity, and price are also considered to a lesser extent.

39
10. Do you follow a brand on social media?

TABLE NO. 10

PARTICULARS NO OF RESPONDENTS PERCENTAGE

YES 67 67%

NO 33 33%

CHART NO.8

INTERPRETATION

Based on the responses provided, 67% of respondents indicated that they follow a brand on
social media, while 33% of respondents indicated that they do not follow a brand on social
media.

This data suggests that a majority of consumers are interested in following brands on social
media, indicating that social media can be an effective platform for businesses to engage with
consumers and build brand loyalty.

40
11. How do you interact with digital ads or promotional content online, such as clicking
on links, watching videos, or filling out forms?

TABEL NO. 11

PARTICULARS NO OF RESPONDENTS PERCENTAGE

clicking on links 55 55%

watching videos 31 31%

filling out forms 14 14%

CHART NO.11

INTERPRETATION

Based on the responses provided, of those who interact with digital ads or promotional
content online (100%), 55% of respondents indicated that they click on links, 31% of
respondents indicated that they watch videos, and 14% of respondents indicated that they fill
out forms.

This data suggests that clicking on links is the most common way that consumers interact
with digital ads or promotional content online, followed by watching videos and filling out
forms to a lesser extent.

41
12. What factors influence your decision to make a purchase online?

TABEL NO. 12

PARTICULARS NO OF RESPONDENTS PERCENTAGE

Reviews 40 40%

Recommendations 22 22%

Social proof from 30 30%

influencers

Friends 8 8%

CHART NO.12

INTERPRETATION

Based on the responses provided, of those who make purchases online, 40% of respondents
indicated that reviews influence their decision, 30% of respondents indicated that social proof
from influencers influences their decision, 22% of respondents indicated that
recommendations influence their decision, and only 8% of respondents indicated that their
friends influence their decision.

This data suggests that reviews and social proof from influencers are the most influential
factors when it comes to making purchases online, while recommendations and influence
from friends have a relatively lower impact.

42
13. How likely are you to engage with the brand's content on social media?

CHART NO. 13

INTERPRETATION

Based on the responses provided, it seems that the majority of respondents are somewhat
likely (with a rating of 3 out of 5) to engage with a brand's content on social media, with 40
out of 100 respondents indicating this likelihood.

19% of respondents (19 out of 100) gave a rating of 2, indicating a slightly lower likelihood
to engage with brand content on social media, while 18% of respondents (18 out of 100) gave
a rating of 4, indicating a somewhat higher likelihood.

14% of respondents (14 out of 100) gave a rating of 1, indicating a very low likelihood of
engaging with brand content on social media, while 9% of respondents (9 out of 100) gave a
rating of 5, indicating a very high likelihood.

43
14. How much did digital branding influence your purchase decision?

CHART NO. 14

INTERPRETATION

Based on the responses provided, it seems that digital branding had a moderate influence
(with a rating of 3 out of 5) on the purchase decision for the majority of respondents, with 46
out of 100 indicating this level of influence.

20% of respondents (20 out of 100) gave a rating of 4, indicating a somewhat higher
influence of digital branding on their purchase decision, while 12% of respondents (12 out of
100) gave a rating of 2, indicating a slightly lower influence.

14% of respondents (14 out of 100) gave a rating of 1, indicating a very low influence of
digital branding on their purchase decision, while 8% of respondents (8 out of 100) gave a
rating of 5, indicating a very high influence.

44
15. How much did the brand's digital presence influence your recommendation?

CHART NO. 15

INTERPRETATION

Based on the responses provided, it seems that the brand's digital presence had a moderate
influence (with a rating of 3 out of 5) on the recommendation of the majority of respondents,
with 41 out of 100 indicating this level of influence.

17% of respondents (17 out of 100) gave a rating of 4, indicating a somewhat higher
influence of the brand's digital presence on their recommendation, while 23% of respondents
(23 out of 100) gave a rating of 2, indicating a slightly lower influence.

12% of respondents (12 out of 100) gave a rating of 1, indicating a very low influence of the
brand's digital presence on their recommendation, while 7% of respondents (7 out of 100)
gave a rating of 5, indicating a very high influence.

45
16. How much did the brand's digital branding play a role in your decision to switch?

CHART NO.16

INTERPRETATION

Based on the responses provided, it seems that the brand's digital branding played a moderate
role (with a rating of 3 out of 5) in the decision of the majority of respondents to switch, with
41 out of 100 indicating this level of influence.

15% of respondents (15 out of 100) gave a rating of 4, indicating a somewhat higher role of
the brand's digital branding in their decision to switch, while 22% of respondents (22 out of
100) gave a rating of 2, indicating a slightly lower role.

16% of respondents (16 out of 100) gave a rating of 1, indicating a very low role of the
brand's digital branding in their decision to switch, while 6% of respondents (6 out of 100)
gave a rating of 5, indicating a very high role.

46
17. How much does the frequency of posts affect your decision to unfollow?

CHART NO. 17

INTERPRETATION

Based on the responses, it seems that the frequency of posts has a moderate impact on the
decision to unfollow a brand on social media. While the majority of respondents (39%) rated
it as a 3, indicating a moderate impact, a significant number of respondents rated it as a 4 or
5, indicating a high impact (23% and 14%, respectively). This suggests that brands should be
mindful of how often they are posting on social media in order to maintain their followers
and avoid being unfollowed.

47
18. How much does a brand's engagement with their followers on social media influence
your perception of the brand?

CHART NO.18

INTERPRETATION

Based on the responses, it seems that a brand's engagement with their followers on social
media has a moderate to high impact on the perception of the brand. While the majority of
respondents (40%) rated it as a 3, indicating a moderate impact, a significant number of
respondents rated it as a 4 or 5, indicating a high impact (26% and 13%, respectively). This
suggests that brands should prioritize engaging with their followers on social media in order
to positively influence their perception of the brand.

48
 CHAPTER - V

SUMMARY

5.1 FINDINGS

● The majority of respondents (59%) in the study were between the ages of 18 to 25
years, with 25% in the age group of 25 to 40 years, and 16% in the age group of 40 to
55 years.
● There was a relatively equal distribution of gender among the respondents, with 53%
identifying as male and 47% identifying as female.
● Instagram was the most frequently used social media platform among the respondents,
with 68% reporting frequent use, followed by LinkedIn (39%), Facebook (27%), and
Twitter (29%).
● The majority of respondents (60%) prefer to receive updates and promotions through
social media, while a smaller percentage prefer email (17%), call (12%), or SMS
messaging (11%).
● A significant proportion of respondents (60%) had engaged with a brand's digital
content, such as blogs, videos, or social media posts.
● Digital branding had a significant influence on purchase decisions, with 67% of
respondents indicating they had made a purchase based on digital branding.
● Online sources were the most commonly relied upon for information about new
products (44%), followed by advertisements (29%), with family and friends cited by a
smaller percentage of respondents (11% and 8%, respectively).
● A majority of respondents (67%) collected information before making online
purchases, indicating the importance of providing easily accessible product
information.
● Among those who collected information before making online purchases, customer
experiences were the most frequently sought-after information (41.4%), followed by
product quality (23.2%), product attributes and quantity (12.1% each), and product
price (11.1%).

49
● A majority of respondents (67%) followed a brand on social media, highlighting the
importance of maintaining an engaging and active social media presence to build
brand loyalty.
● The majority of respondents engage with digital ads or promotional content online,
with 55% clicking on links, 31% watching videos, and 14% filling out forms.
● Reviews were found to be the most influential factor in online purchasing decisions,
with 40% of respondents indicating this, followed by social proof from influencers
(30%) and recommendations (22%).
● The majority of respondents are somewhat likely (40%) to engage with a brand's
content on social media, with 19% indicating a slightly lower likelihood and 18%
indicating a somewhat higher likelihood.
● Digital branding was found to have a moderate influence (46%) on the purchase
decision of the majority of respondents, with 20% indicating a somewhat higher
influence and 14% indicating a very low influence.
● The brand's digital presence was found to have a moderate influence (41%) on the
recommendation of the majority of respondents, with 17% indicating a somewhat
higher influence and 12% indicating a very low influence.
● The brand's digital branding played a moderate role (41%) in the decision of the
majority of respondents to switch, with 15% indicating a somewhat higher role and
16% indicating a very low role.
● Frequency of posts on social media has a moderate impact (39%) on the decision to
unfollow a brand, but a significant number of respondents rated it as having a high
impact (23% and 14%).
● Engagement with followers on social media has a moderate to high impact (40%) on
the perception of the brand, with 26% indicating a somewhat higher impact and 13%
indicating a very high impact.

50
5.2 SUGGESTIONS AND RECOMMENDATION

Focus on Instagram:

Instagram was found to be the most frequently used social media platform among
respondents, with 68% reporting frequent use. Businesses should consider prioritizing their
Instagram presence, creating engaging content that resonates with their target audience.

Use a variety of channels:

While Instagram was the most popular platform, it's important for businesses to diversify
their social media presence to reach the widest possible audience. LinkedIn, Facebook, and
Twitter were also popular among respondents, so businesses should consider using these
channels as well.

Provide easily accessible product information:

A majority of respondents (67%) collected information before making online purchases,

indicating the importance of providing easily accessible product information. Businesses
should ensure that product information is readily available and easy to find on their website
and social media channels.

Leverage customer experiences and reviews:

Reviews were found to be the most influential factor in online purchasing decisions, with
40% of respondents indicating this. Businesses should prioritize gathering and showcasing
customer reviews and experiences to build trust and encourage conversions.

Maintain an active and engaging social media presence:

A majority of respondents (67%) followed a brand on social media, highlighting the

importance of maintaining an engaging and active social media presence to build brand

51
loyalty. Businesses should prioritize creating engaging and relevant content, responding to
comments and messages, and using social media as a way to connect with their audience.

Consider frequency of posts:

Frequency of posts on social media was found to have a moderate impact on the decision to
unfollow a brand, with a significant number of respondents rating it as having a high impact.
Businesses should aim to find a balance between posting frequently enough to stay top of
mind with their audience, while also avoiding overwhelming them with too much content.

Focus on building a positive brand perception:

Engagement with followers on social media was found to have a moderate to high impact on
the perception of the brand. Businesses should prioritize creating a positive brand image,
engaging with followers in a meaningful way, and using social media as a tool to build brand
loyalty and advocacy.

Overall, these findings suggest that businesses should prioritize building a strong digital
presence, providing easily accessible product information, and using social media as a way to
engage with their audience and build brand loyalty. By doing so, they can improve their
digital branding and online presence, ultimately driving more conversions and revenue.

52
5.3 CONCLUSION

This study provides valuable insights into the impact of digital branding on consumer
behaviour this will help WALLYAX to grow their brand. The findings suggest that digital
branding plays a significant role in the purchase decision-making process, with the majority
of respondents indicating that they had made a purchase based on digital branding. Instagram
was found to be the most frequently used social media platform, highlighting the importance
of maintaining an active presence on this platform to engage with consumers.

The study also highlights the importance of providing easily accessible product information,
as a majority of respondents collected information before making online purchases. Customer
experiences were found to be the most sought-after information, highlighting the importance
of providing a positive customer experience to build brand loyalty.

Reviews were found to be the most influential factor in online purchasing decisions,
highlighting the importance of managing online reviews and building a positive reputation
online. Social proof from influencers and recommendations were also found to have a
significant impact on purchase decisions, emphasizing the importance of influencer
marketing and building relationships with customers.

The study highlights the importance of maintaining an engaging and active social media
presence, as the majority of respondents follow brands on social media and engage with
digital ads or promotional content online. Frequency of posts on social media was found to
have a moderate impact on the decision to unfollow a brand, highlighting the importance of
maintaining a consistent and engaging social media strategy.

Overall, this study provides important insights for marketers looking to build a strong digital
branding strategy. By understanding the importance of customer experiences, online reviews,
and influencer marketing, marketers can build a positive reputation online and drive customer
loyalty. By maintaining an engaging and active social media presence, brands can connect
with consumers and build brand awareness.

53