SUMMER TRAINING PROJECT REPORT

ON
“DIGITAL MARKETING AT ALGOWORKS”
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE
REQUIREMENT FOR THE INTEGRATED BBA – MBA

SUBMITTED TO

INTERNAL GUIDE EXTERNAL GUIDE

Dr. Himanshu Mahobia Ayush Dwivedi
Assistant Professor Team Co-ordinatior
IMS UNISON UNIERSITY ALGOWORKS

SUBMITTED BY
SOMYA GAUTAM
(IUU20IB007)

IMS UNISON UNIVERSITY ,DEHRADUN

BATCH 2020 – 24

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 ACKNOWLEDGEMENT

I am thankful to IUU ,DEHRADUN and especially to the school of

management who provided us the opportunity for carrying out the study .It is
a moment of pleasure for us to acknowledge the help and support for those
people who made us able to present this report
Also, I would like to express my immense gratitude to my guide DR.
HIMANSHU MAHOBIA IMS UNISON UNIVERSITY, Dehradun for
providing her invaluable guidance, comments and suggestions throughout the
course of project.
I am also thankful to those who have helped us intellectually in preparation of
this project directly or indirectly .At last it is my pious duty to record our
heartiest gratitude to our parents and our family who taught first lessons of
life and inspired us to face the hardships of life .At last I would like to thank
my class mates for their faith and support.

SOMYA GAUTAM

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 STUDENT DECLARATION

I, SOMYA GAUTAM hereby declare that the summer internship

report entitled “ DIGITAL MARKETING AT ALGOWORKS submitted
by me to IMS Unison University for the partial fulfilment of the
requirements for the award of degree for Bachelor of Business
Administration under the guidance of DR. HIMANSHU MAHOBIA
Assistant Professor ,IMS Unison University is my original work.

SOMYA GAUTAM

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 GUIDE CERTIFICATE

I have the pleasure in certifying that Somya Gautam is a bonafide student of

Trimester – X of Integrated BBA – MBA , of IMS Unison University,
Dehradun.
Student has completed project work entitled “ DIGITAL MARKETING AT
ALGOWORKS under my guidance.
I certify that this report is student’s original effort and it has also not been
submitted in any other Institute / University for the purpose of award of any
Degree under my guidance.
This report fulfils the requirement of the curriculum prescribed by this
University for the said course. I recommend this project report for evaluation
& consideration for the award of Degree to the student.
Signature :
Name of the Guide :
Designation :
Date :

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5|Page
TABLE OF CONTENT
ACKNOWLEDGEMENT 2
STUDENT DECLARATION 3
GUIDE CERTIFICATION 4
COMPANY CERTIFICATE 5
CHAPTER 1 7 – 14
 Introduction
CHAPTER 2 15 – 16
 Company Overview
CHAPTER 3 17 – 20
 Review of literature
CHAPTER 4 21 – 27
 Introduction to topic
CHAPTER 5 28 – 29
 Research Metholody
CHAPTER 6 30 – 55
 Data Analysis and Interpretation
CHAPTER 7 56 – 61
 Findings , Conclusion and Interpretation
BIBLIOGRAPHY 62 - 70
 Refrences
 Questionnaire

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 CHAPTER – 1
INTRODUCTION

1. Introduction

Digital Marketing is any form of marketing products or services, which involves electronic
devices. It can be both online and offline. According to institute of direct marketing "the use of
internet and related digital information and communication technologies to achieve marketing
objectives."

According to CAM Foundation – “Digital Marketing is a broad discipline, bringing together all
forms of marketing that operates through electronic devices – online, on mobile, on-screen. Over
the years, digital marketing has developed enormously, and it continues to do so.”

Search Engine Optimization, Search Engine Marketing or Pay per Click Advertising, Social
Media Marketing, Content Marketing, Mobile Marketing, Web Analytics, Marketing
Automation, Content Writing & Rate Optimization are the popular and most-demanded areas in
digital marketing.

It is the creative use of management information system (MIS) and technology which supports
customers interaction with e-marketers. Marketers need to use technology and information and
intuition to set brands and grab opportunities. E-Commerce has unleashed the revolution which
is changing the way of doing business. In 1997 U.S. govt. allowed use of internet by commercial
organization. This gave impetus to new way of conducting trade and commerce.

In 2015 e-commerce activities get boost up with rapid expansion, multiplicity of campaign, deals
based user acquisition and more. This shift in e-commerce become more noticeable with higher
focus on consumer knowledge and retention, improvement in experience, and depth of
assortment across an ever wider range of categories. E-commerce players are focusing on
retention on existing customers and acquisition of new users.

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To enhance loyalty of customers towards e-commerce as a category they are differentiating in
leveraging data and assortment trends to finally move towards one to one marketing principle.
Customers are rewarded for their loyalty with better experience across delivery, pricing,
exclusive offer and return policies

Early e-commerce trialists and adopters have clearly understood and experienced the immense
benefit of e-commerce. Therefore companies are scaling down mass media advertising
description of e-commerce targeted early trialists and adopters. Main digital platform such as
Google, Facebook, Twitter, You Tube etc. are rolling out more advertiser friendly products that
are allowing smaller as well large players to market with high efficiency to early adopters. This
is resulting in increase in digital marketing spending. Due to innovation of digital media coupled
e-commerce players system is moving from application download and visit metrics to user
metrics instead.

Investment made so far to generate early adopters of e-commerce are rotating into targeting late
adopters through regional and vernacular offline media. Advertisers have finally accepted that
there will be end of long form of advertisement and branded content will rise. Digital video-
advertising even started issuing advisories asking consumers to keep edit length short.

Brand are experimenting, to large extent, with expressing themselves through

digital and youth content. This has driven wider choices of content, sharper
entertainment propositions, and increase in the smart phone viewership dividend.
Sustained advertiser investment depends on how fast the emerging digital content
industry adopts scientific measurement tool. Innovations in the core products are
generating big impact on user acquisition and retention due to digital store and
service experience. The players who are delivering gaining more consumer
friendly products and service improvement are gaining more.

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2. Some facts about Indian Digital Marketing Industry

 As per a report by IAMAI and Boston consulting group, India has one of the largest and fastest
growing populations of Internet users in the world—190 million as of June 2014 and growing
rapidly.

 According to a report, India will cross 500 million Internet Users Mark in 2020

 According to Direct Marketing Association, Digital Marketing Industry is worth $62 billion

 According to eMarketer, advertising via mobile phones and tablets rose 180 percent, to $4 billion
in 2014

 According to a report published in The Hindustan Times, New Delhi digital advertising space in
India is worth Rs. 6000 crore and video is Rs. 1600 crore of that. In 2016 the digital ad space
will grow to Rs. 8100 crore and video will grow faster than search and classified.

According to a research firm eMarketer ecommerce sales in India are expected to grow from $14
billion in 2015 to $55 billion in 2018. India has seen the fastest growth in retail ecommerce
among Asia-Pacific countries, surging 133.8% in 2014 and 129.5% in 2015. The combined gross
merchandise value, or total value of sales of country's top three ecommerce places i.e. (Flipkart,
Amazon and Snapdeal) in 2015 was $13.8 billion exceeded that of the top 10 offline retailers,
which stood at $12.6 billion for the same period.

1.1IMPACT OF DIGITAL TECHNOLOGIES

Unremitting technological changes are significantly altering the behaviour of the consumers
across the globe. Pervasive, inexpensive, compatible, easy and advanced technology has urged
customers to become smarter, informed, connected, updated, and empowered (Miller, Michalski
and Stevens, 1998; Prahalad and Ramaswamy, 2004a). Consumers have become „prosumers‟
whereby consumers are not only at the receiving end but are also getting actively involved in co-

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creating, customizing and passionately promoting the marketing content in socially connected
era (Bollier, 2007; Gerhardt, 2008). Marketers have also understood and appreciated the change
brought by technology that has been registering its stark presence among the consumers. This
change is affecting the lives of both the marketers and consumers in concrete ways. The greatest
example of change is the „internet‟ that has significantly altered the ways of communication,
sharing and finding information and doing business. The tremendous growth of the internet and
particularly the „World Wide Web‟ (WWW) made consumers and firms participating in a global
online marketplace which eventually urged marketers to try and deal with the innovative ways of
marketing in computermediated environments (Kothari and Saxena, 2004; Ricciuti, 1995). The
steady and swift integration of internet with myriad devices and proliferation of digital
technologies in recent times has further fuelled the change (Brinker, 2012). This interactive
medium of today has crossed the borders of a conventional computer‟s screen and has embraced
many digital devices namely mobile phones, smart phones, tablets, digital outdoors and digital
TV (Dahiya, 2014). This revolution in digital technologies has urged companies to restructure
the marketing practices, especially in communication to engage successfully with past, present
and potential customers Chapter 1 2 (Dahiya, 2015a; Gay, Charlesworth and Esen, 2007).
Market players have not been left with the choice of denial to change. They have to change by
practically adjusting their behaviour and operations; else they will be the victim of „Digital
Darwinism‟ (Schwartz, 2002; Wertime and Fenwick, 2008). Digital technologies, particularly
the internet, has transformed the every aspect of business namely the business communication,
branding, product management, supply chain management, buying and selling and customer
relationship management to name a few (Hudson, Roth and Madden, 2012). Technology‟s usage
in business has accounted for reducing the numerous business costs along with offering
competitive advantage (Edelman and Heller, 2015). Companies have been able to leverage the
power of digital technologies to obtain accurate customers‟ input that has led to improvement in
overall product development capabilities of the firm. Digital media provide a broad platform to
acquire new customers and engaging with them meaningfully that helps spreading awareness
about brands, building brand image and positioning the brand in target customers‟ mind
(Holliman and Rowley, 2014). Customers can be targeted profitably due to resultant accurate
customer profiling over digital media. Better customer relations can be maintained with the help
of latest technological tools which unravel the specific needs of the customers to the marketers.

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The vital information about target customers obtained through digital channels, leads to valued
customer engagement and augmented customer experience resulting in sustainable competitive
advantage (Adobe, 2014).

1.2DIGITAL MARKETING: THE CONCEPT

Digital marketing as a concept is used differently by different people. Many times it is used
synonymously with „internet or web marketing‟, „e-marketing‟, „ecommerce‟ and „e-
business‟. Although, these terms are inter-related, yet there lies a difference among all the
terms (Rowan, 2002). Internet marketing refers to the promotion of goods and services over
internet requiring a real time live internet connection (Hanson and Kalyanam, 2007). E-
business is a broader term that deals with application of technology in business‟s internal
processes and transactions with third party. It involves e-commerce which represents its
commerce side and e-marketing which includes its marketing side. E-marketing also known
as „electronic marketing‟ makes use of internet and digital technologies and involves the
promotion of goods or services through electronic methods or media (Hoge, 1993). Rowan
(2002) defined emarketing as practice of using information technology for completing the
marketing process that involves creation, communication and delivery of value to customers
along with managing customer relationships (Lamb, Hair and McDaniel, 2001). E-commerce
which reflects the commercial side of the business refers to buying and selling using the
internet and involves the financial transactions using electronic media. The term „digital‟ can
be defined as a data transmission technology which is finite and non-variable in nature
(Kaufman and Horton, 2014). Digital is expressed in contrast to „analog‟ which is a
continuous data transmission technology. A marketing action becomes digital if relies over a
digital medium to execute a marketing function Chapter 1 3 (Deighton and Kornfeld, 2009;
Yasmin, Tasneem and Fatema, 2015). Kierzkowski McQuade, Waitman and Zeisser (1996)
explain digital marketing as promotion of products and services via one or more form of
digital or electronic media. Techopedia (n.d.) defines digital marketing as disposition of
various promotional practices and methods to access customers through various digital
technologies. Bird (2007) defines digital marketing as a communication activity conducted
over media using digital transmission that establishes a direct relationship between a
company and its customers or prospects as an individual. The term medium used here refers

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 to the channels, instruments, applications, manners and devices which for their functioning
use digital codes (Rowan, 2002). Digital media include content based platform like
„websites‟, „social networking sites‟, „online communities‟, „search engines‟ etc. using
primarily the internet technology and devices such as „mobile phones‟, „digital TV‟, „digital
outdoors‟ using both internet and mobile technology. Digital marketing differentiates itself
from the internet marketing as digital marketing not only includes the channels that require
real time internet connection, but also includes digital outdoors, digital TVs, SMS (Short
Message Service), billboards, mobile apps, MMS (Multimedia Message Service), call-back
and on-hold mobile ring tones, e–books and games with a digital platform which can run
offline too (Scharl, Dickinger and Murphy, 2005; Pandey and Shukla, 2010; Gayatri and
Rekha, 2014). It uses digital devices, channels and platforms irrespective of their online or
offline nature. Moreover emergence of new age concepts like wearable technology and
augmented reality is pushing the boundaries of digital marketing beyond internet (Merisavo
et al. 2008; Yasmin et al. 2015). So, it can be said that internet marketing is a subset of
digital marketing. 1.2.1 Internet: The Core of Digital Marketing Internet remains at the core
of digital marketing due to its easy integration and compatibility with various digital devices
like mobile phones, tablets, watches, TVs and many more (Smith, 2011). Internet, probably
the most important invention of 20th century, has changed the scope of marketing. It has
emerged as a medium serving multi-channel function of marketing, sales, distribution and
relationship building. Now products are positioned, marketed, distributed and purchased over
internet. Internet has also altered the traditional marketing mix strategy. It enables the
marketer to sell more variety of mass customized products. Internet facilitates the easy price
comparison among available products for the customers. Internet has added a new channel of
distribution which is convenient, fast and easy. Promotion has experienced the paradigm shift
whereby conversations have taken place of commercial messages and customers have
become story tellers. Marketers are now using many marketing tactics to implement the
digital marketing strategy like SEO* (Search Engine Optimization), SEM* (Search Engine
Marketing), affiliate marketing* and PPC* (Pay-per-click) and others. Internet refers to an
interconnected network of computers connected globally through dedicated servers and
routers (Whittaker, 2002). The computers in this global * See Glossary given in the end for
details. Chapter 1 4 network hold files known as web pages that can be accessed by the other

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 interconnected computers (Tanenbaum, 1996). „Intranet‟, „Extranet‟ and „Web‟ are three
main types of network that form internet. Intranet runs internally in an organization using
hypter text markup language (HTML) and browsers. Extranet is comprised of two or more
proprietary networks which are connected with the purpose of sharing information. Web
supports a graphic user interface for hypertext navigation with a browser (Beal, 2010). One
can trace back the underpinning of internet back to1960‟s when two of the MIT‟s
researchers namely J.C.R. Licklider in 1960 and 1968 and Leonard Kleinrock in 1961 wrote
about galactic networks and packet switching theory. In 1972, first public demonstration of
Advanced Research Project Agency Network (ARPANET), the precursor of today‟s internet
and electronic mail was made. By 1985, internet was already well established as a technology
supporting a broad community of researchers and developers. Till 90‟s internet was not open
for business (Leiner et al. 2009). It was Tim Berners- Lee‟s development of World Wide
Web (WWW) in the year 1991 that fuelled the internet revolution of today. In the year 1993,
internet was fully opened to commercial traffic. „Mosaic‟, the first web browser was released
in 1993 which was followed by „Netscape Navigator‟ browser released in mid-1994 (Ratliff
and Rubinfeld, 2010). „WebCrawler‟, first search engine service was launched in the year
1994. This was rapidly followed by a proliferation of search engines, such as „Lycos‟,
„Magellan‟, „Excite‟, „Infoseek‟, „Inktomi‟, „AltaVista‟ and „Yahoo‟. „Google‟,
incorporated in the year 1998 became the world‟s leading search engine. Slowly internet
became the main tool for searching information and technological advancements like
wireless connection and digital data transmission technology paved the way for
digitalization. Digital marketing was then related to wireless connection (Merisavo et al.
2007). There is no consensus on when advertising on the internet began. Tim O‟Reilly,
founder of the web portal Global Network Navigator (GNN), states that the first advertising
appeared in the year 1993 on GNN (O'reilly, 2007). Some others mention „HotWired‟ site on
which banner ad sold to the company called AT&T was displayed in the year 1994 (Medoff,
2000; Evans, 2009). Google launched its „AdWords‟ service in October, 2000 that placed
ads on the search results pages on „google.com‟. By March 2003, Google had over 100,000
advertisers who bought search ads through the „AdWords‟ program. Google by the year
2003 was serving 200 million searches per day on all of its sites worldwide (Levy, 2011).
Internet also evolved overtime and allowed people to generate and share content with others

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 with web 2.0* technology. It offered features like interactivity, customization, connectivity
and personalization that altered consumer behaviour also. Media proliferated further with
new services, network and devices that exerted profound effects on consumers and marketers
and digital channels became the most important medium of marketing. Now, consumers are
using internet for different reasons ranging from socializing, downloading, uploading,
reading, searching, comparing, buying and selling to giving feedback. Internet is emerging as
a primary * See Glossary given in the end for details. Chapter 1 5 destination for searching
information. Most of the customers are starting their decision making journey with internet.
VSNL in 1995 launched public internet services in India. It was followed by major
newspapers like „Indian Express‟, „Hindustan Times‟ and „Times of India‟ set up their
websites in 1995. ICICI opened first online banking site in the year 1997. Private internet
service providers were allowed to operate in the country and „Sify‟ became the first national
internet service provider. Year 1999 was marked as „dot com‟ boom year when „sify.com‟
bought „India world‟ for 499 crores and listed on NASDAQ, large no. of dot.com companies
were formed, number of internet kiosks* were opened and satellite international gateways
were established for Indian internet service providers. Parliament passed Information
Technology Act in the year 2000. In last 15 years, Indian internet industry has seen splendid
growth and one can see the application of internet in every sector and category like railways,
stock market, shopping, banking, gaming, news, aviation, education, entertainment, tour,
travel and many others. Emergence of social networking sites and internet compatible
devices has also significantly affected internet‟s adoption and popularity in India (Rao and
Manzar, 2013).

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 CHAPTER - 2
COMPANY OVERIEW

Algoworks is an IT service provider recognized globally as a technology expert

with offices in Sunnyvale, California; Toronto, Canada; and Noida, India. Started
in 2006, Algoworks has a the customer retention rate stands at a whopping 99% for
customers from US, UK, Europe, East Asia, South America, and the Middle-East.
The company has a workforce of around 630+ people worldwide.

We offer services in key areas of enterprise mobile app development, enterprise

content management solutions(CMS), customer relationship management (CRM),
and software product engineering (SPE). Algoworks provides state of the art
DevOps services to optimize software processes for businesses. We follow a
consultative-driven approach for providing end-to-end expertise in providing
mobility solutions, besides being one of the top service providers on SaaS
technologies like Salesforce.

We pride ourselves on the fact that we have a wide span of technology experts
under the same roof - one of the reasons why we are not just fan-favourite, but also
recognized among the best technology companies by Deloitte & SiliconIndia

Algoworks is a Top Digital Transformation company offering services in the field

of Salesforce (Consulting, Customisation, Integration etc), Web/Mobile app
Development and Devops. We are Summit (Highest Level) Salesforce Partner,
Microsoft Gold Partner and AWS Consulting Partner.

We started in 2006 and have been awarded as Top Consulting and Development
Company in various technology fields a number of times. Our passion for
technology starts with our trainings and skill development. Our Development team

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and consultants have completed more than 500 certifications to bring knowledge
and experience together in solving day to day technology problems in the best
possible way. We take high pride in our success stories and processes that go long
back to when we started. Currently we operate from our offices in USA, Canada
and India while our clients are located all across the globe.

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 CHAPTER – 3

REVIEW OF LITERATURE

 Jeffery, Mahajan revealed ‘with the emergence of the internet associated technology
enabled, screen to face interfaces (e.g. mobile phones, interactive T.V.) a new era of
marketing has emerged, well respected academics & practitioners have called for new
rules & urged debate about fundamental tenets of marketing, including segmentation,
mastering and regionalized programs investigated that “ the revenue earned from online
advertisements in India is less than 1% of the total advertisements. There is a classified
market of 1800cr in India, We I just have to search it” indicated that “Digital
advertisement are interactive, enable meeting of minds, enable immediate feedback
(through reply e-mails, SMSes) & offer an Opportunity for Interaction. He further stated
that we have to extend the benefits of online media to the traditional media. 6 on the
customer through coordinated efforts in the pursuit of the firm Focusing on the need to
integrate online marketing with the The avoidance is less on online and much lowers on
mobile SMS8 observed, "Offline bill payment is a time-consuming process, and
doing it online not only benefits billers but consumers as well. It offers convenience,
control, trust, privacy, and improved record-keeping; another plus factor is that they can
depend on customer service for recourse." stated , “Online job search is a winner all the
way! For job seekers it eliminates the disadvantages of location, cost and time. For
recruiters, it provides easy access to the best talent at a competitive cost. Given the
obvious advantages, this segment is set to grow at a scorching pace Ra “ Referrals given
by online shoppers work because they come from a trusted source since the messenger,
the consumer, is more credible and trusted than the advertiser or marketer 11. Merrier
pointed that, the declining coast of information ga the ring and processing on the
Internet, firms will be able to more accurately, segment customers. While the 1980s and
1990s may have seen the use of broader segmentation, firms in the new economy will be
able to conduct finer gradations of segments through the use of better data-gathering
tools, so that the needs and types of customers can be better understood. By using better
offline sources - such as the recent census, which provides the most detailed
demographic snapshot of America yet produced-as well as online data gathered by

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 tracking customer behavior, valuable profiles can be readily created that customers easier
to understand, indentify, and segment,” carper, and Walker explained that, “Three
Common Strategies for choosing target segments Mass-Market Strategy, Niche-Market
Strategy, and Growth-Market Strategy. And for online marketing, strategy should be
Mass-Market Strategy . According to a report The Mobile Value Added Services (Mobile
VAS or MVAS) industry could be worth nearly a billion dollars (Rs 4560 crores) by the
end of 2007, from its current size of Rs. 2850 cores.

 According to another survey, number of Indians seeking jobs online reached 5.5 million
in 2005/06 recording a rise of 71% over last year. This was revealed by a survey
conducted by the Internet and Mobile Association of India (IAMAI) recently. Thaker
pointed out that, " value added service (VAS) is taking a wider view to content providers
and expanding the demographic segments anadem revealed that India is lagging behind
China as the later has been using VAS for the past 4 years while India is still an infant.
The role of VAS is very critical to the growth of the industry in India.

 Sohoni, focused on the need to encourage online research in India, as he pointed out that
50 percent of quantitative research in the US is done online. Lloyd Mathias, felt that the
digital medium should not be used as a built up to the traditional medium. He said, "As
the reach of the digital media spreads, marketers will have to wake up to the reality and
invest more on talent that will think online." The Internet has dramatically changed the
role of technology in businesses today. A survey conducted by A.T. Kearney of 251
global CEOs identified technology as the number one CEO concern . The Internet has
been adopted faster than any previous technology. It took 38 years for the radio to reach
50 million users, 16 years for the PC, 13 years for television, and only 4 years for
internet.21 In early 1998, forecasters suggested that business-to-business e-business might
rise to $300B by 2002. Later on most forecasters considered that estimate to be too low
Gartner Group predicted that business-to-business transactions will reach $7.3 trillion by
2004.23 In the consumer banking industry, the costs of completing a transaction have
gone from $1.05/transaction just a few years ago to under $0.02/transaction using the

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 Internet. A.T. Kearney CEO Survey identified customer orientation, flexibility, and using
technology well to be the top three critical success factors for the future.

 A survey by Deloitte Research of 900 executives in 35 countries concluded that

manufacturers would be 60% more profitable if they became customer-centered. In July
2000, the Federal Trade Commission fined seven Internet companies a total of $1.5M
because they did not have proper business processes in place to handle orders and notify
customers of problems during the 1999 Christmas season.

 Cambridge Technology Partners (www.ctp.com) identified how the business model is

morphing AMR research predicts ERP vendors will continue to grow at a rate of about
30% per year from 2000 through 2005 and so on by addressing the needs of those
companies that have work to do in this area. A total of 26% of respondents in the A.T.
Kearney survey of 251 global CEOs from 26 countries across 10 industry segments
identified organizational structure and existing business processes as the top challenges
to implementing e-business . Forrester Research Inc. estimates a basic site costs $1.5M
and the most sophisticated of sites more than $15M. Forrester also states that a business
can count on spending another $700K/year to maintain a basic site and up to $4M/year to
run a high-end site. The majority of the costs are labor, including programmers, graphic
designers, content creators, and business analysts.

 A study by Jupiter Communications LLC (www.jup.com) found that 42% of top sites
surveyed failed to provide adequate customer services by taking longer than 5 days to
reply to e-mail inquiries, not replying at all, or not being accessible by e-mail 32. The
Gartner Group predicts that, by the end of 2001, over 70% of companies will have failed
to plan a coherent approach to e-business, leading to a significant loss of competitiveness.
Giga Information Group estimates that e-commerce projects saved U.S. businesses more
than $15B in 1998 and could save as much as $600B by 2002. After 20 years of talking,
this so called convergence of computing and communications is happening. Professor
Likelier be true: “People tend to overestimate what can be done in one year and
underestimate what can be done in five or ten years

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  Dr. Ray, was hopeful that the new policy will bring in some norms and standards to the
relationship between online publishers and agencies which is currently bilateral and
haphazard37. Mr. Krishnan was of the view that the demand for internet still continued to
be primarily from the urban areas. Therefore, while the government was justifiably
drawing up plans to reach internet to the rural areas, it was also necessary that the urban
digital divide should also be bridged with appropriate policy measures . According to a
survey, superior performances in internet and mobile content and services industry are
rewarded by out of turn salary hikes, faster growth opportunities; performance bonuses
and recognition About 17% of the organizations surveyed have a profit sharing plan in
place for the Senior and Top management.

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 CHAPTER – 4

INTRODUCTION TO TOPIC

4.1DIGITAL MARKETING COMMUNICATION

Marketing communication can be defined as an exchange process dealing with ideas,
thoughts and information between two parties i.e. the marketer and consumers with the aim
of achieving commonality (Smith and Taylor, 2004). Marketing communication is an activity
aimed at conveying information like promoting a product, new product launch and
community initiatives that a marketer wishes to share with public or customers (Kotler and
Keller, 2012). Communication process is an organized and systemic activity in which
message travels from the sender to the receiver(s) via some media or channel (Steinberg,
2007). A business must choose and invest in the most suitable channel keeping in mind the
cost, benefits and communication flows. Today, with the expansion and universal acceptance
of information communication technology, the most commonly used channels are digital
relying heavily on internet and mobile network services and communication flows are digital
packages including data, text, sound, images or combination of these (Corniani, 2006).
Digitalization of communication channels has enabled corporate to build both the private and
public channel of communication. Private channels have high development cost whereas
public communication channels have very low development cost. Corporate are increasingly
using the public channels of digital communication which are not only less costly to set up
and maintain but are also becoming very popular among the masses. These channels have the
inherent capacity to profile target audience, track the activities of an individual, personalize,
customize and generate feedback (Salehi, Mirzaei, Aghaei, and Abyari, 2012.). Digital
technologies enable marketers personalizing the customer experience that ultimately leads
towards an active interest of the customer. Active interest by the customer in digital
communication represents a * See Glossary given in the end for details. Chapter 1 6 shift
towards pull communication* whereby target audience actively seeks the content or
information rather than being passively subjected to the marketing communication. The
Digital Marketing Institute, Dublin, Ireland explains digital marketing communication as an

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 integrated, targeted and measurable communication with the customers by using digital
technologies which in turn helps marketer to acquire new customers and retaining existing
customers along with nurturing long-term and fruitful business relations with them. In simple
words, digital marketing communication refers to promotion aimed at individual customer
about the goods and services offered by a marketer over digital channels of communications
(Ryan, 2014). Digital channels include computers, mobile phones, digital outdoors and
digital TVs to name the most popular. Digital marketing communication refers to the
interactive, targeted, individual and measurable communication about the products of the
marketer with target audience made over digital media (Merisavo et al. 2007). Digital
marketing communication keeping online marketing at its core essentially performs the
function similar to its conventional colleague i.e. traditional communication. It appeals
customers, apprises them about the new updates, influences their decisions and upholds their
satisfaction as its supreme objective; but its ability to customize and personalize the
communication as per target customers‟ needs gives it an upper edge over traditional media
(Hawks, 2015). Marketing communication in digital environment can be made by many
ways. A marketer can use search engine and apply SEO and SEM to inform target audience
about its products and services. Internet marketing especially the e-mails, banner advertising,
pay-per click and e-newsletters can also be employed by the marketer to communicate with
the potential consumers. Manufacturer‟s website that furnishes vital information about the
company, brand, products and services offered, can act as vital source of information for the
consumers. Social media especially the social networking sites and video sharing sites
facilitate the meaningful relationship with the customers (Solomon, Marshall and Stuart,
2012). Digital TV promotes the important information in the manner desired by the
customers and provides the additional information if desired by the target customers.
Strategically placed digital outdoors with interactive features like touch-screen and QR
codes, enable the marketer to target the potential customers. No one can underscore the
importance of mobile phones that remain closest to target audience all the time and inform
marketers about the customer‟s tastes and preferences. Marketers also inform the target
customers via SMS, MMS, VAS (Value Added Services), mobile friendly sites, being the
most popular mobile marketing options. New age digital channels coupled with traditional
channels produce exceptional results for marketers.

22 | P a g e
4.1.1 Characteristics of Digital Marketing Communication
Digital communication has the characteristics of being informative, interactive,
responsive, compatible, measurable, quick, cost effective, versatile and customized
(Merisavo et al. 2007). Digital marketing facilitates communication at a faster pace and
reaches more number of people than traditional marketing communication (Smith, * See
Glossary given in the end for details. Chapter 1 7 2011). Digital marketing
communication banks heavily upon data storage* and data mining* to function
effectively. Data storage and data mining unveils the most profitable customer segment,
product and territory, potential customers, opportunities for cross and up-selling*, most
effective promotional media, most appropriate pricing policy and most desirable
distribution channel for a marketer. Digital marketing offers huge quantity of information
to consumers which allow consumers instantly accessing the unimaginable information
sources. Digital marketing communication is also interactive (Deighton, 1996).
Interactivity deals with two way communication between marketers and consumers.
Digital communication aims at establishing a dialogue which enables marketers to
effectively respond to the queries of individual customer by knowing their requirements.
Unlike traditional marketing, digital communication enables individual targeting also
whereby individual customer can be reached via his/her preferred channel of choice with
a tailored message. Measurability of the digital medium allows marketer to track the
important parameters related to consumer behaviour which deals with the keywords used
for searching information, type of digital channel used to obtain information, time spent
on particular website, frequency of visit, sharing of digital content, amount and time of
purchase, details of conversion, demographic details and others (Ryan and Jones, 2012).
The tracking is made possible by use of many analytical tools available in the market
with „Google Analytics‟ being the most popular. Digital marketing communication is
very cost effective in comparison to traditional marketing. Digital communication can
reach more number of people than the traditional marketing communication at a very
reasonable cost. Digital marketing techniques which include content marketing, MMS,
SMS, search engine optimization, search engine marketing, social media marketing and
channels like websites, online forums, e-mails and others are not very costly to create and

23 | P a g e
 maintain. Moreover, advertising over digital platforms are usually charged as per pay per
click method which is also more cost effective than traditional commission method.
Digital communication also benefits the marketer many folds apart from being cost
effective. It enables the enormous amount of data collection for the marketer as every
individual action like click, stop, listing or interaction over digital channels can be
tracked. Media effectiveness can also be easily measured over digital channels. Customer
profiling can be easily done over digital channels which leads to long-term valued
relationship with the customer (Ryan, 2014). Digital marketing communication
empowers customers by allowing customers‟ participation. Customers can connect with
others sharing similar interests by accessing the link or communities created by them,
leaving behind the barriers of time and space. Digital communication offers customers an
environment in which they can initiate the conversation with the brand and pull the
content of their choice. Digital mediated communications enable the marketers to
cultivate intimacy with the customers and foster the strong customer relationship
management. Marketers can identify their customers before they make the purchase,
thereby making them addressable.

4.2 TRADITIONAL MARKETING VS. DIGITAL MARKETING

Digital marketing communication has many unique characteristics which give digital
communication an edge over traditional communication and make it a preferred choice for many.
Consumers in digital environment can have anytime access to huge information base which was
not possible in case of traditional communication due to its outbound nature. Traditional
marketing offers limited information and low consumer engagement whereas digital marketing
offers immense information to the consumer that a consumer can copy and save for future also.
Traditional marketing offers limited or no interaction with the consumers except personal selling.
Certain other techniques like coupons, direct mails and catalogue provide limited interactivity,
that too after a fixed time period. On the other hand, digital marketing communication facilitates
individual interaction anytime anywhere. Consumer might initiate the interaction process and can
also participate in various activities initiated by the marketers. Consumers can also interact with
other consumers and seek their advice, feedback and opinion for the particular product or
service. They can be a part of numerous online communities based on their interest. Traditionally

24 | P a g e
consumers used to contact family, relatives and friends for advice or banked upon word-of-
mouth product recommendations before making a purchase decision. Now consumers search
online, read online reviews, compare features and prices on websites, and discuss options via
social networking sites. Traditional marketing mix has also undergone significant change in
digital environments. Product, the core offering of the marketer, has become an experience now.
Consumers talk about various products/ brands of marketers, fetch the details from various
digital sources and share with others through social media (Charan, 2011). Price has become an
exchange which varies according to time of the day, location and loyalty to name a few.
Restrictions of place have been removed and consumers can search, compare, evaluate and buy
products irrespective of their physical location. Promotion in digital environment has probably
seen the biggest shift in digital world as almost every marketer irrespective of size, type and
territory is making use of digital channels to communicate with its target customers. Consumers
have become co-partners with marketers in shaping and spreading the marketing message.
Consumers have acknowledged digital as a medium offering timely, quick and relevant
marketing information (Urban, 2004)
 Internet
A worldwide system of interconnected computer networks. The origins of the Internet can be
traced to the creation of ARPANET (Advanced Research Projects Agency Network) as a
network of computers under the auspices of the U.S. Department of Defense in 1969. Today,
the Internet connects millions of computers around the world in a nonhierarchical manner
unprecedented in the history of communications. The Internet is a product of the convergence
of media, computers, and telecommunications. It is not merely a technological development
but the product of social and political processes, involving both the academic world and the
government (the Department of Defense). From its origin in a no industrial, no corporate
environment and in a purely scientific culture, it has quickly diffused into the world of
commerce.

The Internet is a combination of several media technologies and an electronic version of

newspapers, magazines, books, catalogs, bulletin boards, and much more. This versatility
gives the Internet its power.

25 | P a g e
  Online Marketing
Internet marketing is the process of building and maintaining customer
relationships through online activities to facilitate the exchange of ideas,
products, and services that satisfy the goals of both parties 40.
The definition can be divided into five components :

 A Process : Like a traditional- marketing program, an Internet marketing

program involves a process. The seven stages of the Internet marketing
program process are setting corporate and business unit strategy, farming the
market opportunity, formulating the marketing strategy, designing the
customer experience, designing the marketing program, crafting the
customer interface, and evaluating the results of the marketing program.
These seven stages must be coordinated and internally consistent. While the
process can be described in a simple linear fashion, the marketing strategist
often has to loop back and forth during the seven stages.

 Building and Maintaining Customer Relationships : The goal of

marketing is to build and create lasting customer relationships. Hence, the
focal point shifts from finding customers to nurturing a sufficient number of
committed, loyal customers. Successful marketing programs move target
customers through three stages of relationship building: awareness,
exploration, and commitment. It is important to stress the goal of Internet
marketing is not simply building relationship with online customers. Rather,
the goal is to build offline (as relevant) as well as online relationships. The
Internet marketing program may well is part of a broader campaign to satisfy
customers who use both online and offline services.

26 | P a g e
  Online : By definition, Internet marketing deals with levers that are
available in the world of the Internet. However, as noted above, the success
of an Internet marketing program may rest with traditional, Offline
marketing vehicles. Consider, for example, the recruiting and job-seeking
effectiveness of its television advertising and, in particular, its widely
successful super bowl ads of the past two years.

 Exchange : At the core of both online and offline marketing programs is the
concept of exchange. In both the online and offline worlds, exchange is still
the heart of marketing. In the new economy, firms must be very sensitive to
cross-channel exchanges. That is, an online marketing program must be
evaluated according to its overall exchange impact-not just the online
exchange impact. Hence, online marketing may produce exchanges in retail
stores. Firms must be increasingly sensitive to these cross channel effect if
they are to measure the independent effects of online and offline marketing
programs.

 Satisfaction of Goals of Both Parties : One of the authors of this book is a

loyal user of the website weather.com each day he arises and checks the
weather in his city as well as the weather in cities he will be traveling to
during the week. He is clearly satisfied with and loyal to the site. To the
extent that weather.com can monetize this loyalty-most likely, in the form of
advertising revenue-both parties will be satisfied. However, if the firm is
unable to meet its financial obligations to employees, suppliers, or
shareholders, then the exchange is unbalanced. Customers are still happy,
but the firm is unable to sustain its revenue model. Both parties must be
satisfied for exchange to continue.

27 | P a g e
 CHAPTER – 5
RESEARCH METHODOLOGY

Methods of Data Collecting

The research includes both primary and secondary data.

 The primary data is collected from questionnaire.

 The secondary data is collected from magazines, newspapers and articles.

Research Design

This study is descriptive in nature

Sampling Technique

The technique used for collecting primary data is questionnaire. A simple questionnaire is made

and filled by customers.

Sampling Tools

"Frequencies and cross classification have been determined for the reactions of the respondents."

No. of Samples

The no. of sample taken in research was 70.

Area of Sampling

28 | P a g e
The area of sampling of this research was Dehradun

Coverage of the Study

The universe of the present study is the companies engaged in online marketing like Tele

shoppers Planet Earth, Homeshop18 (TV 18) etc.; matrimonial moderators like shaddi.com,

bharatmatrimony etc.; employment providers like naukri.com, monster.com etc. have been taken

into consideration. It has been further be assessed that the online marketing is in the age of

childhood in India how it can be promoted in a significant manner among the buyer who are

most busy in their affairs & have no time to purchase their essentials.

Data Collection

In this present study both primary & secondary data have been used in order to achieve various

objectives of the study. Primary data have been collected through personal enquiries from the

companies who are engaged in online marketing and search of Internet to examine the online

marketing giants in the world. The secondary data have been collected from various surveys &

studies conducted by internet and mobile association of India (IAMAI) who is the premiere

institution to have a close look on the whole online marketing in India. Various newspapers like

Economic Times, Times of India & the publications of ministry of Information Technology &

ministry of commerce and various business magazines & journals like Business world, Business

Today, Business Standards etc. have been consulted. On the other hand various libraries have

also been visited to collect relevant data in this regard.

29 | P a g e
 CHAPTER 6:
DATA ANALYSIS AND INTERPRETATION

TABLE 1: EDUCATIONAL QUALIFICATION

Educational No. Of
Qualification Respondents % Of Respondents
UG 34 34%
PG 31 31%
Diploma 21 21%
Others 14 14%
TOTAL 100 100%

CHART 1

EDUCATIONAL QUALIFICATION

34%
31%
35%
30%
21%
25%
20% 14%
15%
10%
5%
0%
UG PG Diploma Others

INFERENCE
34% of the respondents are at UG level, 31% of the respondents are at PG level
Therefore most of the respondents are at UG level.
TABLE 2: AGE

30 | P a g e
 No. of % of
Age (in yrs) Respondents Respondents
Below 20 19 19%
21-30 31 31%
31-40 29 29%
41-50 15 15%
Above 50 6 6%
TOTAL 100 100%

CHART 2

AGE
35% 31%
29%
30%

25%
19%
20%
15%
15%

10% 6%

5%

0%
Below 20 21-30 31-40 41-50 Above 50

INFERENCE
31% of the respondents are at the age group between 21-30, 29% of the
respondents are at the age group between 31-40
Therefore most of the respondents are at the age group between 21-30.

31 | P a g e
TABLE 3: MARITAL STATUS
No. of
Marital Status Respondents % of Respondents
Married 57 57%
Unmarried 43 43%
TOTAL 100 100%

CHART 3

MARITAL STATUS

43%
Married
Unmarried
57%

INFERENCE
57% of the respondents are married and 43% of the respondents are unmarried.
Therefore most of the respondents are married.

32 | P a g e
TABLE 4: GENDER

Gender No. of
Respondents % of Respondents
Male 68 68%
Female 32 32%
TOTAL 100 100%

CHART 4

GENDER
32%

Male
Female

68%

INFERENCE
68% of the respondents are male and 32% of the respondents are female.
Therefore most of the respondents are male.

TABLE 5: INCOME

33 | P a g e
 Income No. of Respondents % of Respondents
Less than 10000 19 19%
10001-25000 39 39%
25001-50000 31 31%
Above 50000 11 11%
TOTAL 100 100%

CHART 5

INCOME
39%
40%
31%
35%
30%
25% 19%
20%
11%
15%
10%
5%
0%
Less than 10000 10001-25000 25001-50000 Above 50000

INFERENCE
39% of the respondents income range between 10001-25000, 31% of the
respondents income range between 25001-50000
Therefore most of the respondents income range between 10001-25000.

34 | P a g e
TABLE 6: PROMOTED YOUR WEBSITE BEFORE APPROACHING
DIGITAL Algoworks
No. of Respondents % of Respondents
Particulars
Yes 47 47%
No 53 53%
TOTAL 100 100%

CHART 6

47% Yes
53% No

INFERENCE
53% of the respondents say no for promoting their website before approaching
Digital Algoworks and 47% of the respondents say yes for promoting their website
before approaching Digital Algoworks.
Therefore most of the respondents say no for promoting their website before
approaching Digital Algoworks..

35 | P a g e
TABLE 7: USING THE DIGITAL MARKETING FOR YOUR WEBSITE
OPTIMIZATION AT DIGITAL Algoworks

Particulars No. of
Respondents % of Respondents
Less than 1 year 11 11%
1.3 to 3 years 36 36%
3.1 to 5 years 28 28%
5.1 to 10 years 17 17%
Above 10 years 8 8%
TOTAL 100 100%
CHART 7

40% 36%

35%
28%
30%
25%
17%
20%
15% 11%
8%
10%
5%
0%
Less than 1 year 1 to 3 years 3.1 to 5 years 5.1 to 10 years Above 10 years

INFERENCE
36% of the respondents used digital marketing for the website optimization at
Digital Algoworks for 1-3 years, 28% of the respondents used digital marketing for
the website optimization at Digital Algoworks for 1-5 years
Therefore most of the respondents used digital marketing for the website
optimization at Digital Algoworks for 1-3 years.

36 | P a g e
TABLE 8: GETTING LEADS OR CUSTOMERS THROUGH Algoworks

Particulars No. of Respondents % of Respondents

Less than 50 respondents 26 26%
50 respondents 41 41%
More than 50 21 21%
respondents
Other 12 12%
TOTAL 100 100%

CHART 8

45% 41%

40%

35%

30% 26%

25% 21%

20%
12%
15%

10%

5%

0%
Less than 50 respondents 50 respondents More than 50 respondents Other

INFERENCE
41% of the respondents mention that 50 respondents getting their leads or
customers through Digital Algoworks, 26% of the respondents mention that less
than 50 respondents getting their leads or customers through Digital Algoworks
Therefore most of the respondents mention that 50 respondents getting their leads
or customers through Digital Algoworks

37 | P a g e
TABLE 9: DIGITAL MARKETING SERVICE OFFERED BY DIGITAL
Algoworks GIVES MORE TRAFFIC/CUSTOMER TO YOUR WEBSITE

Particulars No. of Respondents % of Respondents

Social Media 21 21%
Optimization
Search Engine 37 37%
Optimization
Search Engine Marketing 42 42%
TOTAL 100 100%

CHART 9

INFERENCE
42% of the respondents mention that digital marketing service offered by Digital Algoworks
provides more traffic/customer through search engine marketing, 37% of the respondents
mentions that digital marketing service offered by Digital Algoworks provides more
traffic/customer through search engine optimization
Therefore most of the of the respondents mention that digital marketing service offered by
Digital Algoworks provides more traffic/customer through search engine marketing.

38 | P a g e
TABLE 10: BEING SERVICING BY DIGITAL Algoworks

Particulars No. of Respondents % of Respondents

Less than 1 year 22 22%
1 year 34 34%
More than 1 year 29 29%
Others 15 15%
TOTAL 100 100%
CHART 10

34%
35%
29%
30%

25% 22%

20%
15%
15%

10%

5%

0%
Less than 1 year 1 year More than 1 year Others

INFERENCE
34% of the respondents being served by Digital Algoworks for 1 year, 29% of the
respondents being served by more than 1 year. Therefore most of the respondents
being served by Digital Algoworks for 1 year.

TABLE 11: REVENUE GENERATED FROM ORGANIC SEARCH

(DIGITAL MARKETING) EVERY MONTH

39 | P a g e
 Particulars No. of Respondents % of Respondents
Less than 10000 28 28%
10001-25000 37 37%
25001-50000 23 23%
Above 50000 12 12%
TOTAL 100 100%

CHART 11

INFERENCE
37% of the respondents mention that the revenue they generate from organic
search is from Rs 10001-25000, 28% of the respondents mention that the revenue
they generate from organic search is from Rs less than 10000
Therefore most of the respondents mention that the revenue they generate from
organic search is from Rs 10001-25000.
TABLE 12: FREQUENCY OF WEBSITE UPDATION
% of Respondents

40 | P a g e
 Particulars No. of Respondents
Three months 52 52%
Six months 21 21%
One year 18 18%
Others 9 9%
TOTAL 100 100%

CHART 12

18%
9%

52%

21%

INFERENCE
52% of the respondents update the website in three months, 21% of the
respondents update the website in six months
Therefore most of the respondents update the website in three months.

TABLE 13: MAJOR AIM OF DIGITAL MARKETING

Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOT
Agree Disagree AL

41 | P a g e
Quality of 23 23% 32 32% 24 24% 12 12% 9 9% 100
traffic

Quantity of 27 27% 31 31% 24 24% 11 11% 7 7% 100

traffic

Organic 21 21% 34 34% 26 26% 14 14% 5 5% 100

results

Optimizing 25 25% 37 37% 26 26% 8 8% 4 4% 100

your website

CHART 13

30%

25%

20%
Agree
15% Neutral
Disagree
Strongly Disagree
10% Strongly Agree

5%

0%
Quality of traf- Quantity of Organic results Optimizing
fic traffic your website

INFERENCE
37% of the respondents agree that optimizing the website is the major aim of
digital marketing
34% of the respondents agree that organic results is the major aim of digital
marketing

42 | P a g e
32% of the respondents agree that quality of traffic is the major aim of digital
marketing
31% of the respondents agree that quantity of traffic is the major aim of digital
marketing
Therefore most of the respondents mention that optimizing the website is the major
aim of digital marketing.

TABLE 14: TYPE OF ONLINE MEDIA BRINGS MORE

TRAFFIC/CUSTOMERS TO OUR WEBSITE

43 | P a g e
Particulars Strongly % Agree % Neutral % Disagree % Strongly % TOTAL
Agree Disagree
Blog 21 21% 33 33% 20 20% 15 15% 11 11% 100
Submission
Forum 26 26% 34 34% 23 23% 11 11% 6 6% 100
Submission
Book 20 20% 39 39% 21 21% 13 13% 7 7% 100
Marking
Social 18 18% 47 47% 19 19% 11 11% 5 5% 100
Networking
Sites
Directory 31 31% 41 41% 15 15% 9 9% 4 4% 100
Submission

CHART 14
50% 47%
45% 41%
39%
40%
33% 34%
35% 31%
30% 26%
23%
25% 21%20% 20%21%
18%19% Strongly Agree
20% 15% 15%
13% Agree
15% 11% 11% 11%
9% Neutral
10% 6% 7%
5% 4% Disagree
5% Strongly Disagree
0%
n n g s n
io io kin ite io
iss iss ar g S iss
bm bm kM kin bm
Su Su o or Su
og m Bo tw ry
Bl ru Ne
cto
Fo ial r e
So
c Di

INFERENCE

44 | P a g e
47% of the respondents agree that the online media brings more traffic/customers
to their website through social networking sites
41% of the respondents agree that the online media brings more traffic/customers
to their website through directory submission
39% of the respondents agree that the online media brings more traffic/customers
to their website through book marking
34% of the respondents agree that the online media brings more traffic/customers
to their website through forum submission
33% of the respondents agree that the online media brings more traffic/customers
to their website through blog submission
Therefore most of the respondents agree that the online media brings more
traffic/customers to their website through social networking sites.

TABLE 15: PREFERRED DIGITAL MARKETING STRATEGY TO

PROMOTE WEBSITE

45 | P a g e
 Particular Strongl % Agre % Neutra % Disagre % Strongl % TOTA
s y Agree e l e y L
Disagre
e
SEO 19 19 37 37 18 18 14 14 12 12 100
% % % % %
SMO 19 19 31 31 23 23 15 15 12 12 100
% % % % %
SMM 18 18 38 38 21 21 16 16 7 7% 100
% % % %
SEO/SMO 14 14 43 43 21 21 13 13 9 9% 100
% % % %
SMO/SEM 31 31 37 37 17 17 10 10 5 5% 100
% % % %
SMO/SMM 25 25 37 37 26 26 8 8% 4 4% 100
% % %

CHART 15
43%
45%
38%
40% 37% 37% 37%
35% 31% 31%
30% 26%
25%
23% Strongly Disagree
25% 21% 21%
19%
18% 19% 18% Strongly Agree
20% 16% 17%
14% 15% 14% Agree
12% 12% 13% Neutral
15% 10%
9% 8% Disagree
10% 7%
5% 4%
5%
0%
SEO SMO SMM SEO/SMO SMO/ SMO/
SEM SMM

INFERENCE

46 | P a g e
43% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SEO/SMO
38% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMM
37% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SEO
37% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMO/SEM
37% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMO/SMM
31% of the respondents agree that the digital marketing strategy can be preferred to promote
their website through SMO
Therefore most of the respondents agree that the digital marketing strategy can be preferred to
promote their website through SEO/SMO.

47 | P a g e
 TABLE 16: PREFERRED SOCIAL NETWORKING SITE TO BOOST THE
RANK IN YOUR WEBSITE
Particular Strongl % Agre % Neutra % Disagre % Strongl % TOTA
s y Agree e l e y L
Disagre
e
Facebook 31 31 42 42 15 15 9 9% 3 3 100
% % % %
Twitter 25 25 36 36 18 18 13 13 8 8 100
% % % % %
Google plus 31 31 33 33 23 23 11 11 2 2 100
% % % % %
Pinterest 22 22 46 46 16 16 9 9% 7 7 100
% % % %
You tube 29 29 35 35 22 22 10 10 4 4 100
% % % % %

CHART 16

48 | P a g e
 50% 46%
45% 42%

40% 36% 35%

35% 33%
31% 31%
29%
30% Strongly Agree
25%
23% Agree
25% 22% 22%
Neutral
20% 18% Disagree
15% 16% Strongly Disagree
15% 13%
11% 10%
9% 8% 9%
10% 7%
3% 4%
5% 2%

0%
Facebook Twitter Google plus Pinterest You tube

INFERENCE
46% of the respondents agree that the social networking site will boost the rank in
your website through Pinterest
42% of the respondents agree that the social networking site will boost the rank in
your website through Facebook
36% of the respondents agree that the social networking site will boost the rank in
your website through twitter
35% of the respondents agree that the social networking site will boost the rank in
your website through YouTube
33% of the respondents agree that the social networking site will boost the rank in
your website through Google plus
Therefore most of the respondents agree that the social networking site will boost
the rank in your website through Pinterest.

49 | P a g e
 TABLE 17: SATISFACTION LEVEL WITH DIGITAL Algoworks
Particu Highly % Satisf % Neut % Dissatis % Highly % TOT
lars Satisfie ied ral fied Dissatis AL
d fied
Website 20 20 31 31 24 24 14 14 11 11 100
design % % % % %
Website 17 17 34 34 21 21 18 18 10 10 100
look % % % % %
and feel
Website 26 26 36 36 19 19 12 12 7 7% 100
User % % % %
friendly
Website 25 25 37 37 19 19 10 10 9 9% 100

50 | P a g e
Compat % % % %
ibility
Content 24 24 31 31 25 25 12 12 8 8% 100
% % % %
Keywor 24 24 39 39 19 19 11 11 7 7% 100
ds % % % %
Internal 26 26 36 36 19 19 13 13 6 6% 100
linking % % % %
Back 21 21 41 41 17 17 14 14 7 7% 100
linking % % % %

CHART 17
45% 41%
39%
40% 36% 37% 36%
34%
35% 31% 31%
30% 26% 25% 25% 24% 26%
24% 24%
25% 20% 21% 21%
18% 19% 19% 19% 19%
20% 17% 17% Highly Satisfied
14% 13% 14%
15% 12% 12% Satisfied
11% 10% 10% 11%
9% 8% Neutral
10% 7% 7% 6% 7%
Dissatisfied
5% Highly Dissatisfied

0%
n el ly lit
y
en
t
rd
s
in
g
in
g
e sig d
fe
end bi n t o nk nk
d i ti w i i
e an fr pa Co y al
l
ck
l
sit ok er Ke rn
eb lo Us
Com
te Ba
W ite ite ite In
s s s
eb eb eb
W W W

INFERENCE

51 | P a g e
 41% of the respondents agree that the satisfaction level with Digital Algoworks is made by back
linking
39% of the respondents agree that the satisfaction level with Digital Algoworks is made by
keywords
37% of the respondents agree that the satisfaction level with Digital Algoworks is made by
website compatibility
36% of the respondents agree that the satisfaction level with Digital Algoworks is made by
internal linking
36% of the respondents agree that the satisfaction level with Digital Algoworks is made by
website user friendly
34% of the respondents agree that the satisfaction level with Digital Algoworks is made by
website look and feel
31% of the respondents agree that the satisfaction level with Digital Algoworks is made by
website design
31% of the respondents agree that the satisfaction level with Digital Algoworks is made by
content
TABLE 18: IMPORTANTANCE OF ATTRIBUTES IN SERVICE
DELIVERY

Particula Most % Impor % Neut % Unimpo % Most % TOT

rs Impor tant ral rtant Unimpo AL
tant rtant
Qualified 25 25 36 36 21 21 11 11 7 7 100
personnel % % % % %
Customiz 23 23 38 38 21 21 11 11 7 7 100
ed % % % % %
solutions
Price 26 26 37 37 15 15 13 13 9 9 100
% % % % %

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Timely 23 23 33 33 26 26 12 12 6 6 100
communi % % % % %
cation
Grievance 23 23 43 43 18 18 11 11 5 5 100
s redressal % % % % %

CHART 18
43%
45%
38% 37%
40% 36%
33%
35%
30% 25% 26% 26%
23% 23% 23%
25% 21% 21%
18%
20% 15% Most Important
13% 12% Important
15% 11% 11% 11%
9% Neutral
10% 7% 7% 6% 5% Unimportant
5% Most unimportant
0%

INFERENCE
43% of the respondents agree that the grievances redressal is important in service
delivery
38% of the respondents agree that the customized solutions is important in service
delivery
37% of the respondents agree that the price is important in service delivery

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 36% of the respondents agree that the qualified personnel is important in service
delivery
33% of the respondents agree that the timely communication is important in
service delivery
Therefore most of the respondents agree that the grievances redressal is important
in service delivery.

TABLE 19: DIGITAL Algoworks IN DIGITAL MARKETING SERVICES

Particulars Strongl % Agre % Neutra % Disagre % Strongl % TOTA
y Agree e l e y L
Disagre
e
Staffs are 23 23 32 32 24 24 12 12 9 9 100
polite and % % % % %
understandin

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g
Staffs are 27 27 31 31 24 24 11 11 7 7% 100
knowledgeabl % % % %
e
Staffs are 21 21 34 34 26 26 14 14 5 5% 100
trained % % % %
adequately to
handle the
assignment
Information 25 25 37 37 26 26 8 8% 4 4% 100
is provided % % %
adequately

CHART 1
37%
40% 32% 34%
31%
27% 26% 25% 26%
30% 23% 24% 24%
21%
20% 12% 14%
9% 11%
7% 8%
10% 5% 4%

0%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

INFERENCE
37% of the respondents agree that the Information is provided adequately related
to Digital Algoworks in digital marketing services

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34% of the respondents agree that the staffs are trained adequately to handle the
assignment related to Digital Algoworks in digital marketing services
32% of the respondents agree that the staffs are polite and understanding related to
Digital Algoworks in digital marketing services
31% of the respondents agree that the Staffs are knowledgeable related to Digital
Algoworks in digital marketing services

Therefore most of the respondents agree that the Information is provided

adequately related to Digital Algoworks in digital marketing services.

CHAPTER 7
FINDING , CONCLUSION & SUGGESTION
7.1 FINDINGS
 Most of the respondents are at UG level.

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  Most of the respondents are at the age group between 21-30.
 Most of the respondents are married.
 Most of the respondents are male.
 Most of the respondents income range between 10001-25000.
 Most of the respondents say no for promoting their website before
approaching Digital Algoworks.
 most of the respondents used digital marketing for the website optimization
at Digital Algoworks for 1-3 years.
 Most of the respondents mention that 50 respondents getting their leads or
customers through Digital Algoworks
 Most of the respondents mention that digital marketing service offered by
Digital Algoworks provides more traffic/customer through search engine
marketing.
 Most of the respondents being served by Digital Algoworks for 1 year.
 Most of the respondents mention that the revenue they generate from
organic search is from Rs 10001-25000.
 Most of the respondents update the website in three months.
 Most of the respondents mention that optimizing the website is the major
aim of digital marketing.
 Most of the respondents agree that the online media brings more
traffic/customers to their website through social networking sites.
 Most of the respondents agree that the digital marketing strategy can be
preferred to promote their website through SEO/SMO
 Most of the respondents agree that the digital marketing strategy can be
preferred to promote their website through SMM
 Most of the respondents agree that the digital marketing strategy can be
preferred to promote their website through SEO

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  Most of the respondents agree that the digital marketing strategy can be
preferred to promote their website through SMO/SEM
 Most of the respondents agree that the digital marketing strategy can be
preferred to promote their website through SMO/SMM
 Most of the respondents agree that the digital marketing strategy can be
preferred to promote their website through SMO
 Most of the respondents agree that the social networking site will boost the
rank in your website through Pinterest
 Most of the respondents agree that the social networking site will boost the
rank in your website through Facebook
 Most of the respondents agree that the social networking site will boost the
rank in your website through twitter
 Most of the respondents agree that the social networking site will boost the
rank in your website through YouTube
 Most of the respondents agree that the social networking site will boost the
rank in your website through Google plus
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by back linking
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by keywords
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by website compatibility
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by internal linking
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by website user friendly

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  Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by website look and feel
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by website design
 Most of the respondents agree that the satisfaction level with Digital
Algoworks is made by content
 Most of the respondents agree that the grievances redressal is important in
service delivery
 Most of the respondents agree that the customized solutions is important in
service delivery
 Most of the respondents agree that the price is important in service delivery
 Most of the respondents agree that the qualified personnel is important in
service delivery
 Most of the respondents agree that the timely communication is important in
service delivery
 Most of the respondents agree that the online media brings more
traffic/customers to their website through social networking sites
 Most of the respondents agree that the online media brings more
traffic/customers to their website through directory submission
 Most of the respondents agree that the online media brings more
traffic/customers to their website through book marking
 Most of the respondents agree that the online media brings more
traffic/customers to their website through forum submission
 Most of the respondents agree that the online media brings more
traffic/customers to their website through blog submission
 Most of the respondents agree that the Information is provided adequately
related to Digital Algoworks in digital marketing services

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  Most of the respondents agree that the staffs are trained adequately to handle
the assignment related to Digital Algoworks in digital marketing services
 Most of the respondents agree that the staffs are polite and understanding
related to Digital Algoworks in digital marketing services
 Most of the respondents agree that the Staffs are knowledgeable related to
Digital Algoworks in digital marketing services

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 7.2 SUGGESTIONS
a. Special offers can be given to make the customers to use all the digital
marketing services of Digital Algoworks. This will help Digital
Algoworks to increase the overall business
b. Additional point of contact members can be allocated to each
customer. This will help them to update the status of the website
optimization to the customers on a periodical basis
c. Special training can be provided to the customers to understand the
various new innovations that have happened in the website
optimization field. This will motivate the customers to choose other
digital marketing services of Digital Algoworks.
d. Digital Algoworks can innovate the SEO services to continue the
good services in the website traffic building and also to get more
reference business contact from the existing customers
e. Keep a close eye on the analytics data, and use this information to
inform the customers on the promotional and content strategies. Pay
attention to what posts and pages are proving the most popular and
update the customer. This will give a better satisfaction for the
customers.

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7.3 CONCLUSION

Digital marketing is an umbrella term for the marketing of products or services

using digital technologies, mainly on the internet, but also including mobile
phones, display advertising, and any other digital medium 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.

This study has been undertaken to understand the overall effectiveness of the
Digital marketing services at Digital Algoworks. For this purpose, responses from
the customers have been collected and analyzed. Based upon the findings out of
the research, few valuable suggestions have been given to the management of
Digital Algoworks to improve the overall effectiveness of Digital marketing
services for its customers.

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BIBLIOGRAPHY
REFERENCE:
Books
 Encyclopedia, The world book, volume 14

 Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16

 Gupta, s.p., “ Statistical methods”, s.chand & sons, New Delhi

 Kothari, C.R, Research methodology, methods and Techniques

 Pillai & Bhagavathi R. S.N. ‘Modern marketing’ New Delhi, Ram

o Nager, S.Chand & company Ltd, 2001.

 Haythornthwaite, C. (2005). Social networks and Internet connectivity

effects. Information, Communication, & Society

 Jeffrey Henning. (2010). Consumer Attitudes towards Social Media Market

Research -- casrotech

 Rajesh cheeyancheri. (2010). Social networking in customer care centres –

Thought paper,Infosys

 Lampe, C., Ellison, N., &Steinfield, C., (2006). A Face(book) in the crowd:

Social searching vs. social browsing. Proceedings of the 2006 20th

Anniversary Conference on Computer Supported Cooperative Work

 Bargh, J., & McKenna, K. (2004).The Internet and social life. Annual

Review of Psychology

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  Bargh, J. A., McKenna, K. Y., & Fitzsimons, G. M. (2002). Can you see the

real me? Activation and expression of the "true self" on the Internet. Journal

of Social Issues

 Aker, D.A. & Stayman, D.M, (2005). Measuring Audience Perceptions of

Commercials and Relating Them to Ad Impact, Journal of Advertising

Research, 30(4), 7-17.

 Bruner, G.C. & Kumar, A. (2000). Web Commercials and Advertising

Hierarchy-of-Effects, Journal of Advertising Research, 35-42.

 Chen, Q. & Wells, W.D. (2005). Attitude Toward the Site, Journal of

Advertising Research, .27-37.

 Clark, Steven Philip (2002). Unconscious Processing of Internet

Advertisements, M.Sc., University of Guelph (Canada), 2002, 96 pages;

AAT MQ67344(Retrieved from Proquest), 2002.

 Donthu, N., Cherian, J. & Bhargava. (2003), Factors Influencing Recall of

Outdoor Advertising, Journal of Advertising Research, 33(3), 64-72.

 Ducoffe, R.H.(2004). Advertising Value and Advertising on the Web,

Journal of Advertising Research, 36(5), 21-35.

 Philip Kotler and Kevin Lane,Marketing Management,13th Edition,2008.

 Donald R.Cooper and Pamela S.Schindler,Business Research methods,9th

Edition,Tata Mc Graw Hill,2006.

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  Kothari, C.R., Research Methodology-Methods & Techniques, New Delhi,

New Age international (P) Ltd., Publishers, Second Edition, 2004.

 Gupta, S.P., Statistical Methods, New Delhi, Sultan Chand & Sons

Publishers, Thirty Fourth Editions, 2005.

 Philip Kotler, “Marketing Management” III Edition.

 Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product

& Brand Management, 4(1),26–32.

 Dodds, William B., & Grewal, D. (1991). Effect of price, brand and store

information on buyer’s product evaluation. Journal of Marketing Research,

28(3), 307-319.

 Davis, D. F., Golicic, S. L., & Marquardt A. J. (2008). Branding a B2B

service: Does a brand differentiate a logistics service provider? Industrial

Marketing Management, 37, 218-227.

 Kothari C.R, Quantitative Techniques, 1985,Vikas Publishing House Pvt

Ltd; 3rd edition, New Delhi

 Arunkumar& N.Meenakshi, Marketing Management, 2007

 Vikas Publishing House Pvt Ltd, New Delhi

 Rajagopal, Marketing Management,2004,Vikas publishinf House Ltd, New

Delhi

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ANNEXURE

QUESTIONNAIRE

A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING SERVICES

AT DIGITAL Algoworks
NAME (OPTIONAL) :
1. EDUCATIONAL QUALIFICATION:
1) UG 2) PG 3) Diploma 4) Others
2. AGE:
1)Below 20 2) 21 to 30 years 3) 31 to 40 years 4) 41 to 50 years
5) Above 50 years
3. MARITAL STATUS:
1) Married 2) Unmarried
4. GENDER:
1)Male 2) Female
5. INCOME:
1) Less than 10,000 2) 10,001 - 25,000 3) 25,001 -
50,000
4) Above 50,000
6. Have you ever promoted your website before approaching Digital
Algoworks?
a. Yes
b. No

7. How long have you been using the Digital marketing services for your
website optimization at Digital Algoworks?
a. Less than 1 year 2. 1 to 3 years 3.1 to 5 years

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4. 1 to 10 years 5. Above 10 years
8. Through Digital Algoworks digital marketing, how many leads or
customers you are getting per year?
a. Less than 50 respondents 2. 50 respondents
3. More than 50 respondents 4. Other
9. According to you which digital marketing service offered by Digital
Algoworks gives you more traffic/customer to your website?
a. Social Media Optimization
b. Search Engine Optimization
c. Search Engine Marketing
11. How long is Digital Algoworks being servicing you?
1. Less than 1 year 2.One year 3.More than 1 year 4.Others

12. How much revenue are you currently generating from Organic search (Digital
marketing) on a monthly basis?
1. Less than 10,000 2.10, 001-25,000 3.25, 001-50,000 4.Above 50,000

13. How often is your website being updated?

1. Three months 2.Six months 2.One year 4.Others
14. What you think as the major aim of digital marketing?
Particulars Strongly Agree Neutral Strongly Strongly
agree Agree Disagree
Quality of
traffic
Quantity of
traffic

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 Organic
results

Optimizing
your website

15.Please rate which type of online media brings more traffic/customers to our
website?
Particulars Strongly Agree Neutral Strongly Strongly
agree Agree Disagree
Blog
submission
Forum
submission
Book
marking
Social
networking
sites
Directory
submission

16. Choose which Digital Marketing strategy can be preferred to promote your
website?
Particulars Strongly Agree Neutral Strongly Strongly
agree Agree Disagree

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 SEO
SMO
SMM
SEO/SMO
SMO/SEM
SMO/SMM

17. Which Social networking site will boost the rank in your website?
Particulars Strongly Agree Neutral Strongly Strongly
agree Agree Disagree

Facebook

Twitter

Google plus

Pinterest

You tube

18. What is your satisfaction level with Digital Algoworks on the following
factors?
Particulars Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied

Website
design

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 Website look
and feel

Website User
friendly

Website
Compatibility

Content

Keywords

Internal
linking
Back linking

19. How important are the following attributes for you in service delivery?
Particulars Most Important Neutral Unimportant Most
Important Unimportant
Qualified
personnel
Customized
solutions
Price
Timely
communicatio
n
Grievances
redressal

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20. Please specify your agreement to the following statements related to Digital
Algoworks in digital marketing services?
Particulars Strongly Agree Neutral Strongly Strongly
agree Agree Disagree
Staffs are polite and
understanding
Staffs are
knowledgeable
Staffs are trained
adequately to handle the
assignment
Information is provided
adequately

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