MINI PROJECT

HRITIK KUMAR
University PRN:2228100456
 DIGITAL MARKETING

Submitted in Partial Fulfilment for the Award of the Degree of

Master of Business Administration 2023

Submitted by:
HRITIK KUMAR
PRN: 2228100456

BHARATI VIDYAPEETH DEEMED TO BE UNIVERSITY, PUNE SCHOOL OF DISTANCE

EDUCATION, PUNE Academic Study Centre – BVIMR, New Delhi an ISO 9001: 2008
Certified Institute NAAC Accredited Grade “A” University
UNDERTAKING CERTIFICATE OF ORIGINALITY
I HRITIK KUMAR, MBA SEM.- 3 would like to declare that
the project report entitled “DIGITAL MARKETING”
submitted to Bharati Vidyapeeth University Pune, School of
Distance Education Pune, Academic Study Centre BVIMR New
Delhi in partial fulfilment of the requirement for the award of the
degree. It is an original work carried out by me under the
guidance of YASHWANT SIR. All respected guides, faculty
member and the other source have been properly acknowledged
and the report contains no plagiarism. To the best of my
knowledge and belief the matter embodied in this project is a
genuine work done by me and it has been neither submitted for
assessment to the University nor to any other University for the
fulfilment of the requirement of the course of study.
STUDENT NAME HRITIK KUMAR
 PERFACE
Digital marketing is a form of marketing that
leverages the internet and digital technologies, such
as computers and smartphones, to connect with
customers. More than running a sponsored Instagram
ad to drive sales, it's a set of practices that interacts
with customers at every stage of the buying journey.
Digital marketing includes email, social media. At
this stage, digital marketing is vital for your business
and brand awareness. It seems like every other brand
has a website, and if they don't, they at least have a
social media presence or digital ad strategy. Digital
content and marketing is so common that consumers
now expect and rely on it as a way to learn about
brands. Because digital marketing has so many
possibilities, you can get creative and experiment
with a variety of marketing tactics on a budget.
 Contents
CHAPTER 1: INTRODUCTION...............................................................................................................2
What is Digital Marketing?.....................................................................................................................2
Why is Digital Marketing Important?...................................................................................................2
History of Digital Marketing:.................................................................................................................4
Evolution of Digital Marketing – The Timeline....................................................................................6
What is The Digital Marketing Ecosystem?..........................................................................................7
The Elements of The Digital Marketing Ecosystem:............................................................................8
Website:.................................................................................................................................................8
Brand:....................................................................................................................................................8
Goals:....................................................................................................................................................9
Digital Platforms:.................................................................................................................................9
Search Engine Optimization (SEO):..................................................................................................9
Pay-Per-Click Advertising (PPC):......................................................................................................9
Web Analytics:....................................................................................................................................10
Web Design:........................................................................................................................................10
Content Marketing:...........................................................................................................................11
Social Media Marketing.......................................................................................................................12
Email Marketing:...............................................................................................................................12
Why Do You Need a Digital Marketing Ecosystem?..........................................................................13
How does Digital Marketing serve a customer?..................................................................................14
Key Performance Indicators (KPIs) in Digital Marketing................................................................14
Digital Marketing Challenges...............................................................................................................15
How to do digital marketing?...............................................................................................................16
CHAPTER 2: LITERATURE REVIEW.................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY....................................................................................23
CHAPTER 5: FINDINGS AND CONCLUSION....................................................................................24
FINDINGS..............................................................................................................................................24
CONCLUSION......................................................................................................................................26
CHAPTER 1: INTRODUCTION
What is Digital Marketing?
Digital marketing is the promotion of your business, organization or brand using channels such
as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to
communicate your message. Internet marketing in particular
plays a huge part in any digital marketing strategy and is
becoming the core of many organizations overall marketing
strategies, particularly with regard to social media and viral
marketing.

Digital marketing ecosystem is not only concerned with internet

marketing and social media marketing, in introduction we
discussed that peoples have a belief that internet or social media marketing are same but not
same, be clear from beginning itself. Digital marketing ecosystem consists of internet marketing
and social media marketing. They are just a channel for communication, digital ecosystem
consists of integrating channels and integrating services.

Why is Digital Marketing Important?

Digital marketing helps brands reach their target audience and promote their product or service.
While that’s the goal of a traditional marketing campaign too, digital marketing allows brands to
target a more specific or niche audience. Connecting with customers digitally helps build a wider
audience that trusts your brand. It’s particularly useful for small businesses, which can easily
leverage digital marketing tactics without the help of a marketing department or agency.

Let us look at the importance of Digital Marketing, the uses and understand what makes it an
evitable component in the marketing strategy nowadays:

1. Affordability: Organizations are focusing on long-term marketing goals and hence are
always keen on getting more out of less. This makes Digital Marketing a favorite due to
 its easy affordability. The reason behind its easy affordability is the low investment
techniques such as SEO, Content Marketing, etc. Some techniques, usually at the
beginner level, come
at no cost. Other techniques are paid but the charges are lower than any traditional
marketing technique like SEM (Search Engine Marketing). Talking about SEO vs. SEM.
SEO is cheaper than SEM and focuses on organic traffics. So having a good Content
Marketing strategy can help you in all aspects of Digital Marketing.

2. Mobile Access: Digital marketing allows marketers to work from any location. You can
reach any customer sitting in any corner of the world. Due to this high mobility, digital
marketing is considered very important to reach the maximum possible customers in a
short span of time with low investment.

3. Flexibility: Unlike traditional marketing practices, Digital Marketing offers flexibility to

marketers as different marketing campaigns can be designed and run for various types of
customer segments. Not only this, various goals can be set for different marketing
campaigns to cater to different groups of the target audiences.

4. Expansion: As discussed in various places in this blog, Digital Marketing goes a long
way in helping any organization in expanding its reach. Customers sitting in any corner
of the world can be easily communicated with. If an organization launches a new product
category, digital marketing helps to communicate the same to a maximum number of
customers in lesser time as compared to the traditional marketing approach.

5. Multimedia: The options available with Digital Marketing are numerous. This domain
uses multimedia channels to promote its products. For example – A Social Media content
strategy uses LinkedIn, Facebook, Twitter, YouTube, etc. The location enables digital
marketing is also one such emerging technique wherein customers get push notifications
about your shop whenever they are near your shop.

6. Interactivity: The best part is Digital marketing promotes two-way interaction wherein
even customers get to interact with the organization and the product/service on a digital
platform. For example – Digital marketers come up with campaigns to engage customers
 by asking them to share their experiences and feedback regarding the products/services.
In this way, the customer places trust in the organization too.
7. Tracking: Digital Marketing not only offers flexible campaigns and promotions but also
allows marketers to effectively track their performance and KPIs. With the help of
Google Analytics, digital marketers can get insights and aim for better decision-making.

8. Authority: Digital marketing allows marketers to have total control and authority over
the marketing processes instead of depending on third-party vendors. Digital marketing
helps marketers to take ownership of their marketing efforts, whether the results are as
per the set goals and expectations or not.

9. Influencer Engagement: There are various influencers who are important for spreading
positive word of mouth about the products and services. These influencers are basically
individuals or entities who have a greater social presence and are followed by the mass.
Digital marketing is the best way to reach out to these influencers and engage them in the
best possible way.

10. Print Enhancement: Digital marketing helps marketers to get deeper insights into
customer behavior, tastes, and preferences. This helps in creating better print
advertisements to attract customers and increase engagement.

History of Digital Marketing:

The term Digital Marketing was first used in the 1990s. The digital age took off with the coming
of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users
to find the information they wanted but did not allow them to share this information over the
web. Up until then, marketers worldwide were still unsure of the digital platform. They were not
sure if their strategies would work since the internet had not yet seen widespread deployment.

In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads
for their advertising. This marked the beginning of the transition to the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace.
The very same year, Yahoo was launched.
Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo
received close to 1 million hits within the first year. This prompted wholesale changes in the
digital marketing space, with companies optimizing their websites to pull in higher search engine
rankings. 1996 saw the launch of a
couple of more search engines and
tools like HotBot, LookSmart, and
Alexa.

1998 saw the birth of Google.

Microsoft launched the MSN search
engine and Yahoo brought to the
market Yahoo web search. Two years
later, the internet bubble burst and all
the smaller search engines were either left behind or wiped out leaving more space for the giants
in the business. The digital marketing world saw its first steep surge in 2006 when search engine
traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left
behind, Microsoft put MSN on the backburner and launched Live Search to compete with
Google and Yahoo.

Then came Web 2.0, where people became more active participants rather than remain passive
users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super
information highway’ began to be applied to the internet. As a result, information flow volumes –
including channels utilized by digital marketers- increased manifold, and by 2004, internet
advertising and marketing in the US alone brought in around $2.9 billion.

Soon, social networking sites began to emerge. MySpace was the first social networking site to
arrive, soon followed by Facebook. Many companies realized all these fresh new sites that were
popping up were beginning to open new doors of opportunities to market their products and
brands. It opened fresh avenues for business and signaled the beginning of a new chapter to
business. With new resources, they needed new approaches to promote their brands & capitalize
on the social networking platform.
The cookie was another important milestone in the digital marketing industry. Advertisers had
begun to look for other ways to capitalize on the fledgling technology. One such technique was
to track common browsing habits and usage patterns of frequent users of the internet so as to
tailor promotions and marketing collateral to their tastes. The first cookie was designed to record
userhabits. The use of the cookie has changed over the years, and cookies today are coded to
offer marketers a variety of ways to collect literal user data.

Products marketed digitally are now available to customers at all times. Statistics collected by the
Marketingtechblog for 2014 show that posting on social media is the top online activity in the
US. The average American spends 37 minutes a day on social media. 99% of digital marketers
use Facebook to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of
B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more
likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on
Pinterest.
The top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook.

Evolution of Digital Marketing – The Timeline

The evolution of digital marketing continues to be driven by advancements in technology,
changes in consumer behavior, and the need for businesses to adapt to a rapidly evolving digital
landscape. It's important for marketers to stay up-to-date with the latest trends and technologies
to remain competitive in the digital marketing arena.

The 90s:
Archie, the first search engine, debuted in the early 1990s, heralding the birth of search. SEO, or
Search Engine Optimization, quickly followed.
The first clickable web-ad banners were introduced in 1994. The first identifiable social media
site was launched in 1997, with 3.5 million users. In the 1990s, a slew of websites still in use was
found, including Google and Yahoo's web search, both of which debuted in 1998.
The Millennial Generation:
A massive economic bubble grew in the new millennium. However, the bubble's peak and burst
between 2000 and 2002 harmed many businesses. Many new sites were launched in the 2000s as
the economy recovered from the boom, including the beginnings of LinkedIn in 2002, Myspace
and WordPress in 2003, and Facebook in 2004. In the early 2000s, mobile text messaging
marketing became increasingly popular.

The Mobile Era:

The latter half of the decade saw increased marketing and sales, with Amazon's e-commerce sales
surpassing $10 billion. Over the next few years, mobile app culture expanded with the
introduction of WhatsApp, Instagram, and Snapchat to the digital world.

The Present:
Today, 65% of an individual's digital media time is spent on a mobile device. The digital
advertising industry is now valued at around $200 billion, with Google Ad Words accounting for
96% of the company's revenue. With an estimated 3.1 billion online users, social networking has
led the digital marketing revolution. The rise of bloggers and Instagram has resulted in a $1
billion industry for influencers, which are anticipated to grow. Digital marketing is expected to
grow in the coming years, with many new developments and changes in this exciting industry.

What is The Digital Marketing Ecosystem?

The Digital Marketing Ecosystem is known as the entire process involved in creating a digital
campaign to increase the positioning of brands in the market, either locally or internationally.
It is known as an “ecosystem” because the entire process involved is done in a unified way.
The main objective of this entire process is to ensure that brands achieve greater customer
loyalty, significantly improve traffic on their website, and ultimately, get more leads. The
main concept of this type of marketing strategy is given by the intention of directing all
customers’ attention to your business website, which makes it the focal point of all marketing
strategies.

The Elements of The Digital Marketing Ecosystem:

This ecosystem is
composed of a series of
elements that we need to keep
in mind when designing any
type of digital media campaign
or strategy, ensuring that clients are directed in one way or another to your website.
Website:
The website will be the principal element of this entire system since it is totally under your
control. In your website, you can apply any marketing strategy you want, and sell any product or
service you want. Also, you can optimize it for maximizing conversions.
Brand:
Your brand is how your users or possible customers identify your products or services. It is the
face of your company, and it should transmit a clear message of what you offer and how.
This element is essential since, without a brand, a website or a marketing strategy can’t
differentiate itself from the rest of the businesses.

Goals:
In all areas, it is always necessary to mark the objectives that we want to achieve and how are we
going to achieve them. Do you want to get more clients? Or maybe, to expand your brand?
Having clear goals is absolutely essential before planning any kind of digital marketing strategy
to avoid losing valuable resources.

Digital Platforms:
Digital platforms are an essential part of the online marketing ecosystem since they exist to boost
your brand’s presence.
Apart from your website (which should be the main platform), you can also leverage, email, and
social media platforms like Facebook or Twitter.
Search Engine Optimization (SEO):
Search engine optimization (AKA SEO) is one of the most effective digital marketing tools that
businesses can leverage to achieve success in their online marketing initiatives.
In short, SEO is a channel that helps businesses attract visitors, and ultimately clients through
search engines like Google or Bing.
The difference between SEO and other marketing channels like PPC is that SEO strategies are
designed to bring visitors (and customers) organically.
Search Engine Optimization is so effective because once you build solid foundations through
your authority and content, your website will become a machine that qualified users
automatically.
Pay-Per-Click Advertising (PPC):
Using Google Adwords, Facebook ads, Yahoo, etc, you can achieve one of the most
advantageous and innovative advertising methods, in which you only pay as the name says
“when a user clicks on your ad”, known as PPC is a very interesting way to bring leads.
If you have the resources, combining SEO and PPC can provide huge benefits to your business.
SEO is focused on the long term, but PPC is focused on the short term. If you use both of these
tools properly, it is possible to generate a considerable amount of revenue consistently.

Web Analytics:
Web analytics is a combination of tools that allow you to measure the performance of your digital
marketing initiatives.
Web analytics is essential and must be understood properly because, with the help of these tools,
you can obtain enough data to make educated business decisions so your marketing strategy can
produce better results over time.
Some of the most popular web analytics tools are Google Analytics, Google Search Console,
HubSpot, Google Trends, and Google Data Studio.

Web Design:
As we mentioned at the beginning, websites are the center of the entire digital marketing
ecosystem.
Every day there are more companies, brands, and services that migrate to the web, but you have
to be clear that no one will want to come to your website if it is lacking value and a clear
message. Your website should provide confidence, professionalism, friendliness, and safety.
Your campaign could be performing well, but just imagine what happens if visitors come to your
site, and it is not interesting for them, or it seems that it is very complicated, loaded with
irrelevant information that ends up becoming difficult to digest.
Here are some tips to keep your website relevant and user-friendly.
1. Be Professional
The first thing you have to do is hire those who know about marketing, you should hire
professionals as your business is.
Hire an agency that has the technical staff necessary to design, develop, and manage your site,
especially if it is an e-commerce. They will make sure that your website is fast, relevant,
effective, and above all, professional.
2. Color and Design
Not everything is about professionalism and marketing, right?
Your website needs to be charming and attractive; it should catch your visitor’s attention and they
must have a pleasant experience while navigating it.
If you manage to provide a nice experience, you can avoid frustration among your visitors, and
you’ll have better chances of converting them into customers.
Remember that first impressions matter a lot, in fact, according to a study, first impressions are
more influenced by a site’s visual appeal than by its usability.
3. Call-to-Action
Another important aspect of our website must be the so-called call-to-action, which consists of,
as its name says, buttons or other interactive elements that attract the user’s attention so that he
clicks on it to perform a subsequent action.
This whole strategy must be very delicate and intelligent, the customer should not feel invaded,
and we must make it clear to our users that what we seek is to bring value through our offer.
4. Security & Privacy
You must also take care of security on your page, and have subscription and payment systems
that feel secure, and friendly for the users. Also, make sure to explain to your clients what data
you store and why.
Remember that trust is one of the key factors that influence your customers before buying a
product. Ask this question yourself – would you buy a product from a store where you don’t feel
safe, and would you risk compromising your credit card information?
Well, the logic behind these questions applies to your website too, you must provide a secure
experience to your visitors if you want to build a profitable business that will survive years.
Content Marketing:
Content marketing is the practice of attracting qualified visitors through a cycle of creating,
publishing, and sharing content. Content marketing seeks to delicately create a need for your
product or service in your visitors.
Content marketing uses different distribution channels to reach wide audiences, these channels
include but are not limited to website blogs, email newsletters, ebooks, infographics, videos,
social media publications, etc.
To ensure that the content marketing strategy achieves its objective and fits perfectly with your
digital marketing ecosystem, it is necessary to:
• Determine the buyer persona you want to attract
• Define what type of content you want to transmit and what would be the ideal format
High-value content is the soul of every digital marketing campaign, and it is always necessary
to determine what kind of content fills the needs of your ideal customers
Social Media Marketing
Social media marketing can help extend your brand to online communities all over the world,
imagine a good mix of interesting content and a community appropriate for the audience you
want to reach.
However, you must know and identify your audience and which social media platform best suits
your product. Here’s a quick example.
Let’s suppose you have a clothing brand and you are very interested in creating a Linkedin
profile. However, there’s a big problem, the audience on LinkedIn is not appropriate for your
products and you will end up losing a lot of money in ads and content.
In this case, the best social media for your business would be either Facebook or Instagram
(especially because Instagram has a built-in feature for online stores).
These days social media platforms like Instagram, Facebook, LinkedIn, Youtube, Pinterest, and
TikTok, have become the focus of digital marketing, they turn out to be excellent solutions to
attract interested people to our website or e-commerce.
Social media marketing should always start by creating content that appeals to our audience, and
that they find interesting and appropriate to their needs. These would be the aspects that we must
define in each strategy:
“Once the objectives are properly defined, they will serve as a guide to progress in your social
media marketing strategy successfully. In this way, it will be easier to develop the content that
you must offer to your potential audience.”
Also, social networks produce interaction in the community, in the same way, you must interact
with your audience, you could respond to their private messages, even assign them a virtual
shopping assistant, and any other strategy that makes the customer feel engaged.
There are social media platforms adapted to all types of cultures, areas, ages, etc. so we could
select the one that offers the greatest advantages to your social media marketing strategies,
according to the selected target and the brand image that you want to show.

Email Marketing:
Email marketing consists of contacting your audience, as its name indicates, through e-mail. By
creating a compelling newsletter with information about your products and services, you could
generate a considerable amount of conversions.
For a good and effective email marketing strategy it is necessary to do it in a very subtle way,
without invading the client’s privacy.
Through email marketing companies can obtain hundreds of advantages, like for example,
transmitting messages or information to different users instantly, generating a direct relationship
with their subscribers, and obtaining feedback on their brand, service, or product.
Here you have some tips for creating an engaging email marketing strategy.
• Look for an eye-catching title. The title is as important as the content of the email.
• The presentation: Check the grammar and visual design of the email.
• Less is always more: Present content that is easy to digest quickly.
• Implement a CTA: You want your subscribers to do something, make it clear.
• Provide unique content: Give your subscribers content that only you can provide.
• Imagery: Take care of the images you put, their volume, and their size.
• Unsubscribe button: Let the user feel free to receive or not the content.

Why Do You Need a Digital Marketing Ecosystem?

In short, a digital marketing ecosystem allows your brand to expand, and obtain presence, and
later that presence turns in your favor to obtain more clients.

Additionally, an online marketing ecosystem will let you expand your range of products and
services according to the size and variety of your audience.
However, remember that this needs a huge amount of work, and not everyone has enough
knowledge and expertise to implement a high-level marketing strategy properly.
If you don’t have experience with digital marketing, it is highly possible that you will lose a lot
of time and money in the process. In that case, you can hire a digital marketing agency like us.

How does Digital Marketing serve a customer?

• It keeps you updated about the latest products and trends
• It gives you a wide variety of options
• Comparison of various aspects of products is really easy
• Convenient and quick, especially when it is difficult to shop, and saves a lot of time
• Access to global as well as local market
• The incorporation of artificial intelligence can help search engines suggest and predict
similar products that you are interested in.
• You can better understand the seller from reviews of their other customers.
• 24 x 7 access to products, which gives freedom of time for the customers
 • Personalization and no compulsion to buy any product

Key Performance Indicators (KPIs) in Digital Marketing

A key point to remember is that digital marketers use key performance indicators (KPIs) just like
traditional marketers. KPIs are quantifiable ways that companies can measure long-term
performance of marketing and compare their efforts to their competition. Areas of measurement
include corporate strategies, financial goals and achievements, operational activities, and even
marketing campaigns.

The following are some of the most common KPIs that marketers can use to help companies
achieve their goals:

• Blog Articles: Marketers can use this KPI to figure out how many times a company
publishes blog posts each month.
• Clickthrough Rates: Companies can use this KPI to figure out how many clicks take
place for email distributions. This includes the number of people that open an email and
click on a link to complete a sale.
• Conversion Rate: This measure focuses on call-to-action promotional programs. These
programs ask consumers to follow through with certain actions, such as buying a product
or service before the end of a promotional period. Companies can determine the
conversion rate by dividing successful engagements by the total number of requests
made. • Traffic on Social Media: This tracks how many people interact with corporate
social media profiles. It includes likes, follows, views, shares, and/or other measurable
actions.
• Website Traffic: Marketers can use this metric to track how many people visit a
company's website. Corporate management can use this information to understand
whether the site's design and structure contribute to sales.
Digital Marketing Challenges

Digital marketing poses special challenges for its purveyors. Digital channels proliferate rapidly,
and digital marketers have to keep up with how these channels work and how they're used by
receivers. Marketers need to know how to use these channels to effectively market their products
or services.
It's becoming more difficult to capture receivers' attention because they're increasingly inundated
with competing ads. Digital marketers also find it challenging to analyze the vast troves of data
they capture and then exploit this information in new marketing efforts.

The challenge of capturing and using data effectively highlights that digital marketing requires an
approach to marketing based on a deep understanding of consumer behavior. For example, it may
require that a company use different techniques, such as website heatmaps, to learn more about
the customer journey and new forms of consumer behavior.

How to do digital marketing?

Digital marketing can take so many forms that it can feel overwhelming to choose from all the
options. That’s why it’s so important to understand how to pair digital marketing with your
overall business strategy.
Regardless of your industry or business model, you can follow this six-step process to
strategically embrace digital marketing.

Define your goals

Goals are a necessary part of any marketing strategy, and digital marketing is no exception. The
first step is to define measurable, achievable, and relevant goals for your digital marketing
campaigns that align with your company’s objectives.
Think of your goals as the guiding principles that shape your approach to digital marketing. For
example, if your goal is to increase brand awareness, maybe you invest in social media
marketing to get the word out.

You should back up every goal with metrics, too. This makes it easier to determine whether your
campaigns are on track or if you need to course-correct. Important metrics include:

• Impressions
• Reach
• Clicks
• Click-through rate (CTR)
• Engagement rate
• Conversions
• Cost per lead (CPL)
• Effective cost per thousand impressions (eCPM)
There are also the back-end metrics like return on investment (ROI), return on ad spend (ROAS),
first-touch and multitouch attribution, and customer lifetime value (CLV).

Regardless of the goals you set, it’s easier to develop effective digital marketing strategies when
you have realistic goals first. This ensures your marketing activities will actually make a
difference for your business.

Identify your target audience

Now that you know your goals, you need to define your target audience. These are the people
your campaign will reach. Every audience is different, so it’s critical to understand the people
consuming your messaging. Plus, the target audience varies from channel to channel, so put in
the effort to understand your followers on every platform.

Digital marketing helps you reach more people, minimize costs, and better engage with your
target audience.
Set a budget for each digital channel

Setting a budget helps you allocate resources appropriately. This is especially important if you’re
using a mix of organic and paid advertising — you don’t want your paid channels using too much
of your budget.

Generally speaking, B2B companies have a longer buying cycle, so they might need a bigger
marketing budget. Your goals, target metrics, and existing costs will also have a big impact on
your budget.

If you have a variable budget, assign a percentage of your budget — instead of a flat dollar
amount to each digital marketing strategy. This way, you can invest in the digital strategies that
are important to you without breaking the bank.

Select your digital marketing channels

With a budget in place, it’s time to decide which channels you’ll focus your digital marketing
efforts on. The goal is to strike a balance between paid and organic channels. While paid
strategies like PPC can garner immediate results, organic strategies like SEO come with long-
term gains. Pursuing both types of strategies will set you up for digital marketing success.

Since you know your target audience at this stage, opt for the channels they use the most. For
example, if you’re targeting Gen Z college students, you would go for platforms like TikTok
instead of Facebook. By going where your audience already is, you’ll increase your odds of
connecting with the right people.

Optimize your digital assets for mobile

In Q1 of 2023, mobile traffic accounted for 45.49% of all internet traffic in the United States.
Mobile traffic is on track to outpace desktop traffic in the coming years, so make sure all of your
marketing content performs well on mobile devices, too — even if it was designed for a
traditional browser. It’s also important to design a seamless experience between mobile and
desktop so you don’t lose users moving between the two.
Refine your marketing efforts

Digital marketing is never truly done. It evolves over time, which is why it’s so important to
monitor and analyze your performance. Consumers and trends are never static, so you’ll need to
use data to constantly refine your strategy and remain current. Review your social media metrics,
email marketing data, and site analytics to become a leader in this high-impact, high-demand
space.

Rely on a powerful platform for your digital marketing efforts

Since digital marketing channels are so accessible and affordable, marketing your business on
these platforms will give you a wider reach. Digital marketing helps you reach more people,
minimize costs, and better engage with your target audience. While there are many forms of
digital marketing available to businesses today, this variety makes it easier than ever to see
results from your marketing efforts.

When you’re ready to get started, evaluate your current marketing platform to see if it can handle
multifaceted digital marketing campaigns. These campaigns can get complicated, but tools like
Adobe Marketo Engage help businesses reduce complexity and increase ROI.
CHAPTER 2: LITERATURE REVIEW
Given the importance of digital marketing, more systematic literature reviews are necessary for
this field(Faruk et al., 2021). Research methodology plays a vital role in conducting a comprehensive
study on digital marketing. The method used in this study uses the literature review method(Bintaro et
al., 2022)
. In collecting data, the author uses various sources such as articles, books, and research
journals both nationally and internationally. The information is gathered by conducting a
thorough review of existing literature on digital marketing. The literature review is carried out by
searching for international and national literature using databases such as Google Scholar,
ScienceDirect, ProQuest, and JIM(Pujianto & Muzdalifah, 2022). The literature study follows a systematic
review technique, where both primary and secondary resources are reviewed consistently to
explore the concept of digital marketing. The initial stage of the literature search identified a total
of 21,939 articles from 2011 to 2021 using keywords related to digital marketing, Islamic
marketing, and the digital marketing perspective from an Islamic standpoint.

• Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of
Marketing. Online banner advertising has great potential as an advertising medium. It is
easy to create, place and use. It offers companies targeting well educated, innovative,
affluent males/females or students with great potential for success as their segments are
highly represented.
• Neelika Arora 32has published research article entitled “Trends in Online Advertising” in
advertising Express, Dec2013. The global online advertising revenues are expected to
touch US $10bn by 2015. In India, the revenues at present are estimated to be Rs.80 cr.
and are expected to increase six times more within the next five years. In India, Internet
as a medium is accepted by a wider industrial segment that includes automobiles,
telecom, education, banking, insurance, credit cards, FMCG (Fast Moving Consumer
 Goods), apparel/clothing, durables, media, business services and tourism. Out of these, it
is estimated that the banking, FMCG and insurance sectors together account for 45% of
the total advertising spend. In comparison to this, automotive, travel and retail spend 37%
of the total advertising revenue and financial service companies spend 12% only. Some of
the top spenders in India are automobiles, followed by brands like Pepsodent, Kelloggs,
Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans and Sunsilk. In
addition to these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms- Goggle,
Yahoo, Microsoft, AOL(America Online Launchers), and Overture. Approximately, 90% of the
Goggle revenues come from advertising. In India, portals like indiatimes.com,
exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online spender.
This article explains demographic profile of Indian users. It also gives the comparison between
global trend and Indian trend, which is useful for my research work.
• Vikas Bondar has published his article on “sales and marketing strategies” Internet is a
really good thing. The Internet gives people a greater amount of information as we need.
It is the best way to get a comparison of the products that we need. If we are interested in
buying, it is best for us to check the Web sites. Also if we would like to make our own
Web page we can do this, without paying a lot of money. From where do we set all this
information? The answer is from advertising, which we see, everywhere: on TV, on the
Internet, in the newspapers and more. Year after year we get more and more new,
interesting information and in the future the Internet use will increase more than now.
This article explains how internet is useful tool for advertisement.

• According to Garder‘s survey (2013), the top priority in digital marketing investment will
be to improve commerce experiences through social marketing, content creation and
management and mobile marketing. Key findings also revealed that a company’s
marketing success relies mostly on their website, social marketing, and digital
advertising, which are all parts of digital marketing. In addition, savings made by using
digital marketing can be reinvested elsewhere. Normally, companies spend 10 percent of
their revenue on marketing and 2.4 percent on digital marketing, which will increase to 9
percent in the future.
 • Economic times published article on “Indian companies using digital marketing for
competitive advantage” in Oct 2014. According to this article a growing number of
marketers in India are leveraging digital marketing to increase their competitive
advantage, a research by Adobe and CMO Council has revealed. According to the study,
India leads in the confidence in digital marketing as a driver of competitive advantage.
Ninety-six per cent of the Indian marketers have high confidence in the ability of digital
marketing to drive competitive advantage. It is among the highest in Asia-Pacific APAC
with only
Australia leading with 97 per cent, the research said. However, while Indian marketers believe
that the key driver to adopting digital is a growing internet population (70 per cent in India
against 59 per cent in APAC), their belief that customer preference and digital dependence drive
the adoption of digital, and that digital can engage the audience, is lower than the APAC
averages, it added.
• The 2014 Adobe APAC Digital Marketing Performance Dashboard was compiled through
quantitative surveys with over 800 marketers across the region.Marketers from Australia,
Korea, China, India, Hong Kong, Singapore and other countries were covered. "However,
while India is an emerging leader in Digital Marketing, it has dipped in its own
performance this year as compared to the previous year. It is important to note that India
scored much higher than the APAC average last year," it said.Adobe Managing Director
South Asia Umang Bedi said that customer preference and digital dependence would
increase along with the increase in penetration of internet in the Indian market.
"Therefore, what would matter is how the Indian marketers are able to increase
engagement and activate audience through digital marketing. This presents challenges in
programme planning, execution and most importantly measurement," he added. The
study also revealed that compared to their APAC counterparts, Indian marketers are
receiving lesser support from channel and sales teams for increasing digital spends.
However they are doing better as compared to last year suggesting that departments that
have a customer interface are realising the importance of digital marketing in augmenting
their effort.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.

PROJECT TITLE

TO STUDY ABOUT DIGITAL MARKETING AND ITS IMPORTANCE AND EFFECTS TO

THE BUSINESSES

OBJECTIVE OF STUDY

1. To analyze the social media marketing capability of businesses.

2. To assess the e-commerce adoption rate among businesses.

3. To examine the instant messaging marketing orientation of businesses.

DATA COLLECTION APPROACH

Source of Data Collection: The data is collected during Training, Observation, Interactions,
collecting data from the Manager for the design of Questionnaire, Discussion with Organization,
Departmental Heads, assistances and executives of the company.

DESCRIPTIVE STUDY

Descriptive study determines and reports the way things are. It has no control over what is and it
can only measure what already exists. Descriptive Research also known as Statistical research
describes data and characteristics about the population or phenomenon being studied.

BENEFITS OF STUDY

The study helps to know the importance of Digital Marketing and its various components for
different businesses.
CHAPTER 5: FINDINGS AND CONCLUSION

FINDINGS:
The findings of the literature review on digital marketing reveal several key insights and trends.
Firstly, it is evident that digital marketing has become increasingly important in today's business
landscape. The integration of digital channels and strategies into marketing activities has
transformed the way businesses communicate and interact with their target audience. Digital
marketing has also provided opportunities for businesses to reach a wider audience and target
specific segments more effectively. Furthermore, the literature review highlights the various
components and tactics used in digital marketing. These include search engine optimization,
social media marketing, and online advertising. The literature review also emphasizes the
importance of considering the moral and legal aspects of running a web application.

• Email marketing campaigns achieved an average open rate of 20%, a click-through rate
of 3%, and an ROI of 42% over the past year, making it one of the most effective
channels for lead generation.
• Paid search advertising (PPC) on Google Ads resulted in an average conversion rate of
5.4% for e-commerce businesses, demonstrating its effectiveness in driving sales.
• Blog posts and articles with an average word count of 1,500 words received 68% more
shares on social media compared to shorter content pieces.
• Video content, particularly how-to and tutorial videos, generated the highest engagement
on YouTube, with an average view duration of 2.5 minutes.
• An analysis of website SEO revealed a 20% increase in organic traffic over the past six
months, driven by improved keyword optimization and backlink building efforts.
• The website now ranks on the first page of Google search results for 75% of target
keywords, resulting in increased visibility and traffic.
• Instagram emerged as the most effective social media platform for brand engagement,
with an average engagement rate of 3.8% and a 12% increase in followers over the last
quarter.
• Paid social media advertising on Facebook delivered a click-through rate (CTR) of 1.2%
and a conversion rate of 4.5%, surpassing industry benchmarks.
• Mobile traffic accounted for 58% of total website visits, underscoring the importance of
mobile optimization and responsive design.
• Mobile app usage increased by 30% year-over-year, with push notifications driving a
15% increase in user engagement.
CONCLUSION
The importance of and future scopes of Digital Marketing can’t be simply ignored because of its
psychological impacts on your customer. Compared to any other marketing, this technique allows
you to have an advantage over your competitors.

This promotes the interaction of sellers and buyers for a better understanding of products as well
as the choices of customers. This builds a strong rapport within the seller-buyer community.

Various budding technologies like AI can be incorporated into Digital Marketing which further
emancipates this marketing branch of business.