MARKETING RESEARCH

Adoption of digital marketing technology for Start-ups.

Course: MBA
Section: MBA MKT.2
BATCH- 2023-2025
Submitted By:

Praveen Pandey (2023-1608-0001-0003)

Prachi Ojha (2023-2206-0001-0001)
Prabhat Kumar (2023-1006-0001-0008)
Prithvi Raj Biradar (2023-0509-0001-0007)
Poyl Moirangthem (2023-1208-0001-0001)

Submitted to: - Prof. Nilesh Kate

 Contents
Certificate...............................................................................................................................................

DECLARATION...................................................................................................................................

Introduction............................................................................................................................................

Research objectives..............................................................................................................................

Research Question................................................................................................................................

Hypothesis:...........................................................................................................................................
 Certificate
This is to certify that, the marketing research project report entitled as “Adoption of digital
marketing technology for Start-Ups, which is being submitted by Praveen Pandey, Prachi Ojha,
Prabhat Kumar, Prithvi Raj Biradar, and Poyl Moirangthem of MBA.MKT 2 of the Pune Institute of
Business Management, Savitribai Phule Pune University, towards the partial fulfilment of the
requirement for marketing research subject and the same has been satisfactorily carried out under the
guidance of Prof. Nilesh Kate during the academic year 2024-25. To the best of my knowledge all
of them has been found hardworking, sincere and honest throughout the project duration. We wish
every success in their future career.

Prof. Nilesh Kate

DECLARATION
 We hereby declare that, the Business research methods project report entitled “Adoption of
digital marketing technology for start-ups submitted in fulfilment of the requirement for marketing
research subject of Master of Business Administration, Sem.-2of Savitribai Phule Pune University, is
our original work - research study - carried out during 03 march 2024 to 3 April 2024 and not
submitted for the award of any degree, diploma, fellowship or other similar titles or prizes to any
other institution/organization or university by any, under the guidance of Prof. Nilesh Kate and the
conclusion drawn here is based on the material collected by ourself only.

Place: PIBM, Pune

TOPIC: - Start-Ups
Title: Adoption of digital marketing technology for start-ups.

Introduction
In today's digital age, Start-Ups face a unique challenge of standing out in a
crowded market and gaining a competitive edge. Digital marketing technology offers a
cost-effective and efficient way for Start-Ups to reach their target audience and build
brand recognition. However, there are challenges in adopting these technologies,
including limited resources and technical expertise. In this essay, we will explore the
advantages and challenges of adopting digital marketing technology for Start-Ups and
strategies for successful implementation.

Digital marketing technology offers several benefits to Start-Ups, including

increased reach and brand visibility through digital channels, cost-effective marketing
strategies compared to traditional marketing methods, and targeted marketing to specific
audience demographics. By leveraging the power of social media, search engine
optimization, and email marketing, can reach a wider audience and engage with
customers in a more personalized way. For example, social media platforms like
Facebook, Twitter, and Instagram allow to create targeted ads based on user
demographics, interests, and behaviours. This not only saves money on advertising
costs but also ensures that the message reaches the right people.

Although digital marketing technology offers several advantages, face

challenges in adopting these technologies. Limited resources and budget constraints are
a major obstacle, as may not have the financial means to invest in expensive digital
marketing tools or hire skilled professionals. Additionally, the rapidly changing trends
and technologies in digital marketing require constant updates and training to stay up-
to-date. Lack of technical expertise and knowledge of digital marketing tools can also
hinder the adoption of these technologies. For instance, may not know how to
effectively use Google Analytics or social media management tools to track their
marketing efforts.
 Despite the challenges, start-ups can successfully adopt digital marketing
technology by following certain strategies. Conducting market research to identify
target audience and their behaviour is crucial for creating a successful digital marketing
plan. can also hire skilled professionals or outsource to specialized digital marketing
agencies to manage their campaigns. Developing a comprehensive digital marketing
plan with clear objectives and goals can help prioritize their efforts and measure their
success. For example, a start-up can set a goal of increasing website traffic by 20% in
the next six months and track their progress using Google Analytics.

Literature Review

Autho Methodolog Researc

Title Year Key findings Future Scope
r y h Gap
Understandi Ansar 2021 Primary data A positive Further The
ng Digital Abbas, attitude studies study
A well-
can be
Marketing Khalid structured towards digital conduct identifie
Adoption in Mehm questionnaire marketing and ed to s a gap
was prepared collect
India ood perceived in the
and distributed data on
behavioral actual existing
among 282
control of adoption literatur
founders/ow
s of
ners of start- start-up e on
digital
up founders/mana marketi digital
gers ng by marketi
companies. start-ups
significantly to ng
affect the enhance adoptio
the
usage and n
manager
adoption ial intentio
intentions of significa ns
nce of
digital specific
the
marketing for research ally in
the . the
development - context
Qualitati
and growth of of
ve
their start-ups. studies Indian
focusing start-
- The study on
ups.
explores how individu
al
perceived -
entrepre
value of neurs Previou
digital can be s
undertak
marketing research
en to
moderates the gain has
relationship deeper primaril
insights
between into y
intentions to digital focused
use digital marketi on
ng
marketing and adoption larger
 adoption of intentio business
digital ns. es and
marketing by SMEs,
start-ups. with
limited
studies
on start-
ups

Title: Autho Year Methodolog Key findings Future Scope Researc

rs: : y: h Gap
A The study It is important to
provided a robust
Theoretical Ségio 2018 Primary continue monitoring
conceptualization
Analysis of Teixeir Data trends and changes in
of current The
Digital a a, collection: concepts
the field of digital
study
Marketing Frederi An online accepted by marketing, given the
highligh
Adoption by co focus group science for constant evolution of
ted the
Start-ups Branco tool was analysis and information
future use in need for
a,b, used so that technology to meet
scientific more
José the digital research [Page
the needs of
research
Martin marketing no. 4]. companies and
on
s a,b, specialists customers [Page no.
- The research adoptio
Manue can aimed to 4].
n
l Au- propound contribute to the
- Further research is models
Yong- their faster adoption of
digital marketing
needed to validate for
Oliveir opinions.
in companies by the results obtained digital
ac, According
identifying and assess the degree marketi
Fernan to the important factors of knowledge of ng,
do purpose of related to
experts involved in especial
Moreir this technology
discussions related to ly in
endorsement
ad, research, the
[Page no. 4]. digital marketing small
Ramir participants
adoption [Page no. business
- The study
o were
successfully 4]. es or
Gonçal selected by
identified start-
ves their years - The
variables
a,b, of contributing to study ups,
Manue experience the adoption of suggests where
digital marketing that the
l in digital identifie there is
in for . [Page no.
Pérez- marketing d a lack of
5].
variable
Cota related significa
- A survey of s can
e, professions, serve as nt
limitations and
Filipa as well as by future work was a studies
starting
Jorge academic conducted to in this
point for
degree, with address the a more area
evolving nature in-depth
participating [Page
of information analysis
marketers of no. 2].
technology and
from areas the need to stay determi
- There
ning
like updated on trends
factors may be
academia, in the field [Page
for limitatio
no. 4].
public digital
marketi ns in the
administrati
ng validati
on and adoption on of
private in small
compani results
companies
es like due to
with
difficult
experience
[Page ies in
in the field no. 5]. assessin
being
g
preferred.
experts'
knowled
ge and
willingn
ess to
respond
during
discussi
ons,
indicati
 ng a
research
gap in
this
aspect
[Page
no. 4].

Performanc Ashlin 4/1/2 This study Startups, Impact of specific digital 1.Limited
mark sample
e of Dsouz 023 investigates Digital
size
Startups a1& the Marketing, eting channels
2.Focus
through Niyaz performance Entrepreneurs, on
Digital Panaka of startups Business qualitativ
je that have Performance, e data

adopted E-Commerce
digital
marketing
strategies.
A semi-
systematic
literature
review was
employed to
collect and
analyze
relevant
secondary
data

-The study
utilized a
qualitative
research
 approach, The study
conducting highlighted
Dr.
in-depth the importance
Mahim -The research opens up
interviews of relevant opportunities to further
a
with senior content, a explore the impact of
Kaura
management website as an digital marketing on
Mathur
startups across industries
or founders anchor and
and and regions. Future
of three multi-channel
Harshil research could delve into
startup firms marketing as a the specific digital
Zataki
in India. A way to create marketing tools and
a
semi- a successful platforms that are most
effective for startup
structured digital
success.
technique to marketing
conduct strategy for
interviews startups.
using online The
consequences
platform
were cost-
was used.
effectiveness
The present
and reach,
study uses
demographic
multiple
targeting,
case study
brand
method. The
awareness and
data
recognition,
collected
and brand
was
loyalty and
analyzed
trust..
using
NVIVO7
software for
data
management
.
4. AN Jayant 6/1/20 This study innovation resistance Inv .Li
theory, functional barrier,
EMPIRICA a 22 investigates the esti mit
L Chakr factors hindering psychological barrier gat ed
INVESTIG aborti startup adoption of e sa
ATION digital marketing mo mp
INTO tools and der le
WHY technologies. The ati siz
STARTUPS Innovation ng e
RESIST Resistance Theory fac 2.F
USE OF (IRT) by Ram and tor ocu
Sheth (1989) serves s s
DIGITAL
as the theoretical on
MARKETI
foundation. qua
NG
lita
tiv
e
dat
a

5. Digital Bala, 2018 Literature review Digital marketing offers a The The
auth stud
cost-effective way for
Marketing V., & ors y
startups to reach a large sugg does
Adoption Verm
audience and build brand est n't
by Start- a, H. awareness. Startups should furth delv

Ups and R. er e
carefully consider which
rese into
SMEs technologies to adopt arch spec
based on their resources on ific

and target market. the digit

spec al
 ific mar
digit ketin
al g
mar tech
ketin nolo
g gies
tech that
nolo are
gies most
that succ
are essf
most ul
effec for
tive start
for ups.
start
ups
in
diffe
rent
indu
strie
s

6. Digital Dr. 2023 The study used a The study highlighted .-The study opens
Marketing Mahi qualitative research the importance of up opportunities to
Strategy for ma approach involving relevant content, a further explore the
Startups Kaura in-depth interviews website as an anchor impact of digital
Math with top executives and multi-channel marketing on
ur and or founders of three marketing as a way to startups across
Harsh Indian startups. A create a successful industries and
il semi-structured digital marketing regions. Future
Zataki technique was used strategy for research could
a to conduct the startups. The outcom delve into the
interviews on the es were cost specific digital
online platform. This effectiveness and marketing tools and
study uses multiple reach, demographic platforms that are
case study methods. targeting, brand most effective for
Collected data were awareness startup success..
analyzed using and perception, and
NVIVO7 software
 for data brand loyalty
management.. and trust..

7. Impact of Kenzh 2019 The study used a 1. Digital 1,Future

marketing plays Scope: The
digital egul business perspective
a key role in study
marketing Bizhan to understand the use building strong recommend
development ova, of digital marketing consumer- s further
brand research on
on Arafat and social media in
relationships. emerging
entrepreneur Mamy modern business. 2. The impact of trends in
ship rbekov Statistical and digital digital
marketing on marketing,
, economic analyzes
sales and the
Ilkhom were performed customer effectiveness
Umaro based on secondary acquisition of various
processes is online
v, data sources such as
significant. marketing
Akmar data from the 3. Attracting a strategies
Internet Business wide audience and the
al
through online continued
Orazy and Mobile
marketing adaptation
mbeto Communications techniques is of
Union of essential for businesses
va,
business to the
and Kazakhstan.. growth. dynamic
Aziza digital
landscape...
Khairu
llaeva

8. Digital Federi 17 This research The study highlights Longitudinal

Marketing ca Pas Janua employed a multiple the significant role studies tracking
Practices cucci, ry case study
of digital marketing the adoption and
Adoption in · 2023 methodology to
in enhancing the impact of digital
Micro, Elisab perform an
competitiveness of marketing
Small and etta S exploratory analysis
Medium avelli, of DT in 11 Italian micro, small, and practices over
Businesses · firms operating in medium enterprises time can offer a
for Inclusive Giaco different industries (MSMEs) in India's comprehensive
Growth mo Gi
evolving market understanding of
 stri3 landscape its evolution in
SMEs. This could
involve assessing
changes in
market share,
profitability, and
competitiveness
following the
adoption of
digital marketing
strategies

9.

10.
PROBLEM STATEMENT :-

The adoption of digital marketing technology among startups presents both opportunities and
challenges. While digital marketing offers the potential for cost-effective reach and precise targeting,
many startups struggle with selecting and implementing the right technologies to maximize their
impact. Moreover, the rapidly evolving landscape of digital marketing tools and platforms adds
complexity to the decision-making process. Understanding the factors influencing the adoption of
digital marketing technology by startups is crucial for maximizing their marketing effectiveness and
overall business success.

Background of the Problem

In recent years, digital marketing has transformed the way businesses promote their products and
services. For startups, in particular, leveraging digital marketing technology can level the playing
field, allowing them to compete with larger, more established competitors on a relatively modest
budget. Digital marketing encompasses a wide range of strategies and tools, including social media
marketing, search engine optimization (SEO), content marketing, email marketing, and paid
advertising platforms such as Google Ads and Facebook Ads.

Despite the potential benefits, many startups face challenges in effectively adopting and utilizing
digital marketing technology. These challenges may include:

1. Limited Resources: Startups often operate with constrained budgets and may lack the financial
resources to invest in sophisticated digital marketing tools and platforms.
2. Lack of Expertise: Many startup founders and team members may have limited experience or
expertise in digital marketing, making it challenging to develop and execute effective strategies.
3. Rapid Technological Changes: The digital marketing landscape is constantly evolving, with new
technologies and platforms emerging regularly. Keeping up with these changes and identifying
which tools are most relevant to their business can be daunting for startups.
4. Measurement and ROI: Measuring the effectiveness of digital marketing campaigns and
calculating return on investment (ROI) can be complex, particularly for startups with limited
analytics capabilities.

Research objectives

Research Question

VARIABLES

Hypothesis: