CHAPTER

1
INTRODUCTION

2
 INTRODUCTION TO THE INDUSTRY

In general, marketing means creating value for its product or service. Advertising in business
is a part of marketing communication that is used to encourage, or manipulate and
communicate our audience to take or continue to take some action.
Advertising is usually done by a third party known as advertising agency. An advertising
agency is a service based business committed to making, arranging, and dealing with
publicizing for its customers. An advertisement organization is free from the customer and
gives an outside perspective to the exertion of selling the customer's items or administrations.
An organization can likewise deal with by and large advertising and marking methodologies
and deals advancements for its customers. Sorts of promotion organizations are
 Full service agencies
 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies
This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness and
generate leads for their products but now the trend has changed and Digital media has taken its
place. Main reason for this change was
Traditional methods are expensive. Compared to digital marketing channels, you could end up
spending thousands of dollars more. In this report, an example is given based on this issue.
Traditional marketing channels neglect to give moment input and reports about who saw or
heard a promotion, and made a move. This information is gathered long after the underlying
advertisement impression is made (and still at that point, the measurements are a long way
from definite numbers).
Digital marketing, on the other hand, alludes to showcasing strategies that enable associations
to perceive how a battle is performing progressively, for example, what is being seen, how
frequently, to what extent, just as different insights, for example, deals transformations.

3
Digital Media Marketing or Digital Marketing
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing turned out to be increasingly modern as a compelling method to make an association
with the customer that has profundity and significance.
Peoples usually refer digital marketing as 'online marketing' or 'internet marketing' but that is
not true. Digital marketing rotates around the Internet, which discloses why individuals will in
general trust that digital marketing and Internet advertising are synonymous. In any case, they
are unique. Web promoting falls under the class of computerized advertising. Web promoting
incorporates advanced showcasing administrations, for example, site design improvement,
show publicizing, and email advertising.

4
 OBJECTIVES OF THE STUDY

The project revolves around, finding out the process of digital marketing. Objectives of the
report are as follows:

1. To analyse how digital marketing influence the sales of the organisation.

2. To study the customer perception about the concept of digital marketing.

3. Expanding the customer base of Edelweiss via digital marketing.

SCOPE OF THE STUDY

Overall, the project gives fine insight of how digital marketing helps any organization to
increase its customer base and create awareness about itself and its products.

5
RESEARCH METHODOLOGY

RESEARCH PROCESS

Formation of objective

Secondary data collection

Selection of sample size

Questionnaire
preparation

Primary data collection

Data analysis

Findings and suggestions

Limitations

Conclusion

6
 RESEARCH

As per advanced learner’s dictionary, the meaning of research is “a careful investigation or

inquiry especially through search for new facts in any branch of knowledge.”

Redman and More defined research as “a systematized effort to gain new knowledge.” The
purpose of research is to discover answers to questions through the application of scientific
procedures. Aim of research is to find the truth which is hidden and has not yet been
discovered.

TYPES OF RESEARCH

The basic types of research are as follows:

1) Applied Research – It aims at finding a solution for an immediate problem facing a

society or an industrial /business organization.

2) Fundamental Research – It is mainly concerned with generalizations and with the

formulation of a theory.

3) Quantitative Research – It is based on the measurement of quantity or amount. It is

applicable to phenomena that can be expressed in terms of quantity.

4) Qualitative Research – It is concerned with qualitative phenomenon i.e., phenomena

relating to or involving quality or kind.

5) Empirical Research – It relies on experience or observation alone, often without due

regard for system and theory. It is data based research, coming up with conclusions
which are capable of being verified by observation or experiment

7
 6) Conceptual Research – It is related to some abstract idea(s) or theory. It is generally
used by philosophers and thinkers to develop new concepts or to reinterpret existing
ones.

SIGNIFICANCE OF RESEARCH

Research inculcates scientific and inductive thinking and it promotes the development of
logical habits of thinking in the organization.

Research provides the basis for nearly all government policies on our economic system.
Research has its special significance in solving various operational and planning problems of
business and industry.

8
 SAMPLE DESCRIPTION

SAMPLING PLAN:

Since it is not possible to study the whole market, it becomes necessary to take sample from
the market to know about its characteristics.

 Sample Technique: Random Sampling.

 Research Instrument: Structured Questionnaire.
 Distribution Method: Google Forms.

SAMPLE SIZE:

The survey was conducted in the city of Delhi with 40 respondents.

SAMPLE DESIGN

The researcher must decide the way of selecting a sample or what is popularly known as the
sample design. In other words, a sample design is a definite plan determined before any data
are actually collected for obtaining a sample from a given population. Thus, the plan to select
50 of city’s all retailers in a certain way constitutes a sample design. Samples can be either
probability samples or non-probability samples. With probability samples each element has a
known probability of being included in the sample but the non-probability samples do not allow
the researcher to determine this probability. Probability samples are those based on simple
random sampling, systematic sampling, stratified sampling, cluster/area sampling whereas
non-probability samples are those based on convenience sampling, judgment sampling and
quota sampling techniques.

i) Deliberate sampling – It is also known as purposive or non-probability sampling.

This sampling method involves purposive or deliberate selection of particular units
of the universe for constituting a sample which represents the universe.

9
ii) Simple random sampling – This type of sampling is also known as chance
sampling or probability sampling where each and every item in the population has
an equal chance of inclusion in the sample and each one of the possible samples, in
case of finite universe, has the same probability of being selected for example, if
we have to select a sample of 300 items from a universe of 15,000 items, then we
can put the names or numbers of all the 15,000 items on the slips of a paper and
conduct a lottery. Using the random number tables is another method of random
sampling.

iii) Systematic sampling – In some instances the most practical way of sampling is to
select every 15th name on a list, every 10th house on side of a street and so on.
Sampling of this type is known as systematic sampling. This procedure is useful
when sampling frame is available in the form of a list. In such a design the selection
process starts by picking some random point in the list and then every nth element
is selected until the desired number is secured.

iv) Cluster sampling – It involves grouping the population and then selecting the
groups or clusters rather than individual elements for inclusion in the sample.
Suppose some departmental store wishes to sample its credit card holders. It has
issued its cards to 15,000 customers. The sample size is to be kept say 450. For
cluster sampling this list of 15,000 card holders could be formed into 100 clusters
of 150 card holders each.

v) Area sampling – It is quite to cluster sampling and it often talked about when the
total geographical area of interest happens to be big one. Under area sampling we
first divide the total area into a number of smaller non-overlapping areas, generally
called geographical clusters, then a number of these smaller areas are randomly
selected, and all units in these small are included in the sample.

10
Sampling Method Used:

The sampling method used for filling the questionnaire is Non Probability Sampling
in which Convenient Sampling was used.

11
 METHODS OF DATA COLLECTION

Data is nothing but simply collection of facts and figures. There are two types of data:

1) Primary Data – The primary data are those which are collected fresh and for the first
time, and thus happen to be original in character. The methods used for this research
for primary data collection are:

 Interview method

 Questionnaire

Questionnaire method

For the collection of primary data, questionnaire method was used in this project. A formal list
of questions is prepared, and the respondents are asked to answer these questions. There are
some merits of this method. These as under:

Merits: -

1. Low cost even when universe is large.

2. It is free from bias of interviewer.

3. Respondents have proper time to answer.

4. Respondents who are not easily approachable can also be reachable.

5. Large samples can be made.

Collection of data through questionnaire is quite popular, particular in case of big enquiries. It
is being adopted by private individuals, research workers, private and public organizations and
even by governments.

12
2) Secondary data:

These are those data, which are not collected afresh and are used earlier also and thus
they cannot be considered as original in character. There are many ways of data
collection of secondary data like publications of the state and central govt., website,
journals, companies report, reports prepared by researchers, reports of various
associations connected with business, Industries, banks etc. For this project secondary
data was taken from company’s reports and websites.

Secondary data used for this research is:

 Internet

 Company in-house brochures

 Literature

 Personal meetings with company employees

13
 Research Design

Type of research: Analytical and descriptive research

Sources of data: Primary Data & Secondary Data

 Primary Data - Questionnaire

 Secondary Data – Internet, company in-house brochures, literature.

Data collection method: Survey Method

Survey instrument: Questionnaire (Close Ended)

Sampling technique: Convenient sampling

Sample size: 50

Sample unit: Random

14
 LIMITATIONS OF THE PROJECT

This project has faced some of the limitations. As limitations could impure the projects
transparency & its authenticity, it was necessary to minimize the limitation to some
extent. Some of the limitations cannot be minimized whereas it was possible in some
cases and due steps were taken to increase the reliability of project.

LIMITATIONS

 Duration of the internship was less to understand and market 120+ financial products
and services

 Budget was limited due to which the promotions were not a lot.

15
CHAPTER
II

16
PROFILE OF THE
ORGANISATION

17
 EDELWEISS

Introduction

Edelweiss Financial Services Limited (EFSL), earlier known as Edelweiss Capital Limited
(ECL), provides a wide varity of financial products and services to diversified client base like
corporations, institutions and individuals. Edelweiss's products and services consists of various
asset classes and consumer segments across both domestic as well as abroad geographies. Its
businesses are broadly divided into Credit Business, Franchise & Advisory Business and
Insurance. The Retail Credit business comprises of Retail Mortgage, SME and Business Loans,
Loan against Securities, Agri and Rural Finance. The Corporate Credit business comprises of
Structured Collateralised Credit to Corporates and Wholesale Mortgages, and Distressed
Credit. The Franchise & Advisory Business includes Wealth Management, Asset Management
and Capital Markets. Edelweiss' Balance Sheet Management Unit operations manage the
liquidity and Balance Sheet.

The Insurance business consists of 2 aspects: life insurance and general insurance. The life
insurance business is carried through a joint venture company Edelweiss Tokio Life Insurance
where Edelweiss Financial Services owns 51% and Tokio Marine owns the balance 49%. Tokio
Marine Holdings Inc., is one of the oldest and largest insurance companies in Japan.

The Edelweiss group has sizeable presence in large retail segment through its businesses such
as Life Insurance, Housing Finance, Mutual Fund and Retail Financial Markets. It serves
around 12 lac strong client base through 10,052 employees based out of 448 offices. Together
with strong network of Sub-Brokers and Authorized Persons, Edelweiss group has presence
across all major cities in India.

Edelweiss Capital Limited (ECL) was conceived as a public limited company on 11th
November 1995. Now the company is one of India's fastest growing integrated investment
banking companies. The Group's services include investment banking, institutional equities,
private client broking, asset management, wealth management, insurance broking, wholesale
financing and mutual funds. ECL has built strong corporate, institutional and investor
relationships backed by a research-driven approach and a proven ability to capitalize on

18
emerging market trends.

The Company had received its certificate for commencement of business on 16th January of
the year 1996. As at March of the year 2000, ECL had acquired Crossborder Investments
Private Limited and it became as subsidiary. The Company obtained the Futures & Options
license in the year 2001. Edelweiss Securities Limited formerly known as Rooshnil Securities
Private Limited was acquired in July of the year 2002; this also converted as subsidiary of the
company. In the same year of 2002, the Crossborder Investments Private Limited was
registered as a Non-Banking Financial Company. The year 2004 witnessed the foray of the
company into the businesses of commodity broking and in the year 2005 entered into insurance
advisory business. ECL Finance Limited was incorporated in the year 2005 under the control
of the company.

During the year 2006, the company made NBFC registration of ECL Finance Limited and
managed the first Qualified Institutional Placement under the new regulatory framework in
India. Edelweiss Real Estate Advisors Private Limited was also incorporated in the identical
year of 2006 and the Edelcap Securities and Transaction Services Private Limited which was
earlier Tiffin Investments Private Limited were acquired in December of the same year 2006.
The Initial Public Offering of the company was successfully issued in the year 2007 with the
tune of 691.86 crore. During the year same year 2007, ECL had obtained the Clearing Member
License.

As of May 2008, the company had received final regulatory approval from the Securities &
Exchange Board of India (SEBI) to start its mutual fund business. Edelweiss Liquid Fund &
Edelweiss Liquid Plus Fund was launched through its asset management company in
September of the year 2008.

On 16 October 2009, Edelweiss Capital announced that Edelweiss Asset Reconstruction

Company Limited, an associate of the company has received the certificate of registration from
the Reserve Bank of India to commence/carry on the business of securitisation or asset
reconstruction.

On 23 November 2009, Edelweiss Capital announced that it has executed the joint venture

19
agreement with Tokio Marine Holdings Inc., to carry on the life insurance business in India
through a subsidiary of the company.

On 27 January 2010, Edelweiss Capital announced that it has entered into an agreement to
acquire Anagram Capital for Rs 164 crore in an all cash transaction. With a nation-wide
network of more than 137 branches and over 1300 sub brokers, Anagram has one of the widest
geographical reach among retail broking firms. The company has more than 180,000 clients
and estimated total revenues of Rs 100 crore for the nine months ended 31 December 2009.
The company's average daily equity trading volume is approximately Rs 800 crore.

On 29 March 2010, Edelweiss Capital announced that its wholly owned subsidiary Edelweiss
Housing Finance Limited has received the certificate of registration from the National Housing
Bank to commence/carry on the business of a housing finance institution.

On 24 June 2010, Edelweiss Capital announced that its Board of Directors has approved a stock
split of the face value of Rs 5 each into Rs 1 each, at a meeting held on 24 June 2010. The
Board also recommended issue of bonus shares in the ratio 1:1.

On 19 July 2010, Edelweiss Capital announced that Edelweiss Securities Ltd. and Edelweiss
Investments & Finance Ltd., the subsidiaries of the company, have completed the acquisition
of 100% of the paid-up share capital of Anagram Capital Limited. Consequently, Anagram
Capital Limited has become a subsidiary of the company.

On 11 January 2010, Edelweiss Tokio Life Insurance Company Limited announced that it has
received the initial R1 approval from the Insurance Regulatory & Development Authority
(IRDA). This is the first step of regulatory clearances required for carrying on the business as
Life Insurance company in India.

The Ministry of Corporate Affairs accorded its approval for change in the name of the company

20
from Edelweiss Capital Limited to Edelweiss Financial Services Limited with effect from 1
August 2011.

On 30 January 2012, Edelweiss Financial Services Limited announced that its subsidiary
EAAA LLC, Mauritius and Japan's SBI Holdings, Inc. (SBIH) have signed a definitive
agreement to jointly sponsor an Alternative asset management fund called EW SBIH Crossover
Fund in Mauritius, focused on investments in small/mid-cap listed companies in India. The
sponsors' total commitment to the fund will be USD 100 million, of which SBIH's commitment
is 75% and Edelweiss' commitment is 25%. SBIH incorporated in Japan by Yoshitaka Kitao in
1999, has established a globally unique Internet-based financial conglomerate model with
businesses spanning investment and the entire financial services space, such as securities,
banking and insurance, and across Asian countries and other geographies like Russia, Middle
East and Africa.

On 3 February 2012, Edelweiss Financial Services Limited announced that pursuant to the
approval from the shareholders of the company and the Securities and Exchange Board of
India, the portfolio management services business of the company has been transferred to
Edelweiss Global Wealth Management Limited, a wholly owned subsidiary of the company,
with effect from 2 February 2012.

On 1 August 2013, Edelweiss Financial Services Limited informed the stock exchanges that
the company and/or its subsidiaries, do not have any position, whatsoever, on National Spot
Exchange Limited.

On 27 November 2013, Edelweiss Financial Services announced that the Board of Directors
of the company, has subject to the approval of the shareholders, increased the limits of Foreign
Institutional Investors (FIIs) holding in the equity share capital of the company from 24% to
28%.

The Board of Directors of Edelweiss Financial Services at its meeting held on 23 April 2014
approved the buy-back of the company's equity shares of Re. 1 each. The buy-back will be

21
made from the open market through stock exchanges, at a price not exceeding Rs 45 per equity
share and for aggregate amount not exceeding Rs 135 crore.

On 1 May 2014, Edelweiss Financial Services announced the acquisition of Mumbai based
Forefront Capital Management Pvt. Ltd, a high net worth focused Asset Management Company
that spans the alternative as well as the traditional investment space. Forefront will now be part
of the Edelweiss Group and this will further strengthen and diversify Edelweiss's presence in
the asset management space. Forefront currently manages a wide array of investments focused
on the absolute return space, from value oriented equity strategies to multi-asset allocation
strategies and has developed deep expertise in the full spectrum of India focused asset
management - research, advisory, investments and trade execution. Distributed by leading
banks, wealth management houses and IFAs, it caters to close to 200 clients across 12 cities
that include corporate treasuries, promoters, CXOs, and prominent single family offices.

On 26 November 2015, Edelweiss Group announced that it has entered into a partnership
agreement with Sun Global Investments, a leading boutique Investment Manager
headquartered in London, to offer full service solutions in INR Fixed Income markets - both
Primary and Secondary, as well as USD denominated Indian debt across UK, Europe & Asia.
This alliance brings together Edelweiss Group's onshore capabilities which include primary
issuances, comprehensive domestic counterparty access for secondary market trading and fixed
income/ macroeconomic research with that of Sun Global's International presence and Investor
coverage coupled with a flexible, dynamic Fund construct.

On 28 January 2016, Edelweiss Tokio Life Insurance Ltd. announced that it has received
IRDAI approval to increase Tokio Marine's stake to 49%. This will be a primary investment
by Tokio Marine in the joint venture, a first within the Life insurance space. The increase in
Tokio Marine's stake will lead to a foreign direct investment of over Rs 525 crore. Tokio
Marine currently owns 26% in Edelweiss Tokio Life Insurance, with Edelweiss owning the
remainder.

22
On 22 March 2016, Edelweiss Asset Management Limited (EAML), a wholly owned
subsidiary of Edelweiss Financial Services Limited (EFSL), announced that it has executed an
agreement to acquire the onshore fund schemes managed by JP Morgan Asset Management
India Private Limited (JPMAM), including its India based onshore mutual fund business and
the international fund of funds, subject to regulatory approvals. The assets under management
(AUM) of JPMAM stands at approximately Rs 7081 crore, while the combined AUMs of both
entities amount to approximately Rs 8757 crore (as on 31 December 2015). Along with the
schemes, EAML is committed to absorbing majority of employees of JPMAM ensuring
business continuity as well as a platform for enhanced growth across the Edelweiss Group.

On 22 September 2016, Edelweiss and Ambit announced that an Edelweiss group entity has
agreed to acquire Ambit Alpha Fund, a category III Alternate Investment Fund with an AUM
of over Rs 1100 crore, and will be its new investment manager. The transaction is subject to
due diligence and requisite regulatory approvals. The acquisition will further strengthen
Edelweiss Group's Rs 35000 crore Global Assets Management (GAM) business which includes
the Group's existing mutual funds, alternative assets management, multi strategy funds and
asset reconstruction.

On 3 October 2016, Caisse de dpt et placement du Qubec (CDPQ), one of North America's
largest pension fund managers, announced a long-term partnership agreement with Edelweiss
Group. The agreement includes target investments by CDPQ of Rs 5000 crore over four years
that will provide Edelweiss Group with capital to invest in stressed assets and private debt
opportunities in India. This platform will invest in assets with the aim of restructuring debt and
turning around companies, as well as becoming the provider of financing to Indian
entrepreneurs and companies. These investments, to be carried out by Edelweiss Asset
Reconstruction Company (EARC) and through different Edelweiss funds, will result in the
purchase of non-performing loans from Indian banks and investments in private debt of
growing Indian companies. CDPQ will also be acquiring a 20% equity stake in Edelweiss Asset
Reconstruction Company (EARC).

On 25 October 2016, ECL Finance Limited, a subsidiary of Edelweiss Financial Services

Limited (EFSL), announced that it has priced its debut overseas issue of INR denominated

23
USD settled notes (also commonly known as masala bonds) aggregating to Rs 502 crore
(US$75 million equivalent in INR). The bonds are proposed to be dual listed on the Singapore
Stock Exchange and the Stock Exchange of Mauritius. The issue proceeds would be used for
repayment of existing debts, supporting growth and other general corporate purposes as
permitted under the applicable RBI guidelines.

On 17 November 2016, Edelweiss Financial Services Limited (EFSL) announced that its
wholly owned subsidiary Edel Commodities Limited (ECL) has entered into a Share Sale &
Purchase Agreement with Inditrade Business Consultants (IBCL) for the sale of its wholly
owned subsidiary namely Edel Commodities Trading Limited (ECTL) for a deal size of
minimum of Rs 13 crore receivable in cash and shares. Post the transaction, ECTL, Edelweiss
Commodities CHAD SARL and Edelweiss Commodities Nigeria Limited, the subsidiaries of
ECTL, cease to be the subsidiaries of ECL and, in turn EFSL.

On 28 November 2016, Edelweiss Financial Services Limited (EFSL) announced that

Edelweiss Asset Management Company Limited, a wholly owned subsidiary of the company,
has on 25 November 2016, after obtaining the necessary regulatory approvals, completed the
acquisition of the onshore fund schemes managed by JP Morgan Assets Management India
Private Limited including its India based onshore mutual fund business and international fund
of funds.

On 7 June 2017, ECL Finance Limited, a subsidiary of Edelweiss Financial Services Limited
(EFSL), announced that it has issued unsecured non-convertible subordinated perpetual bonds
in the nature of debentures aggregating to Rs 300 crore to further strengthen the company's
Capital Adequacy Ratio which stood at 16.14% as on 31 March 2017.

On 19 September 2017, Edelweiss Financial Services Limited (EFSL) informed the stock
exchanges that ECL Finance Limited, hitherto a subsidiary with 92.2% holding of EFSL, has
become a wholly owned subsidiary of the company.

On 23 November 2017, Edelweiss Financial Services Limited (EFSL) raised Rs 1527.75 crore
through the Qualified Institutions Placement (QIP) route. The QIP opened on 15 November
2017 and closed on 20 November 20, 2017. This was the first equity fund raise by EFSL since

24
its IPO in December 2007. The QIP was priced at Rs 280 per equity Share, a discount of 1.8%
or Rs 5.14, to the QIP floor price of Rs 285.14 per share. The QIP saw subscription from foreign
as well as domestic QIBs. In particular, Caisse de Dpt et Placement du Qubec (CDPQ), the
second-largest pension fund in Canada, has used the opportunity to get a stake in EFSL.

On 30 November 2017, Edelweiss Tokio Life Insurance announced it has received equity
capital infusion of Rs 670 crore from Edelweiss Financial Services Ltd. and Tokio Marine
Holdings Inc. This capital infusion will support the company's expansion plans, and in
particular, the development of its Bancassurance channel.

On 6 December 2017, Edelweiss Financial Services Limited announced that EFSL Comtrade
Limited (EFSL Comtrade), a wholly owned subsidiary of the company, has concluded the
transaction with fulfillment of the conditions precedent pursuant to the Share Sale & Purchase
Agreement executed with Searock International Pvt Ltd. (SIPL) on 5 September 2017, for sale
of its wholly owned subsidiary in Singapore namely Cross Border Synergy Pte. Ltd. (formerly
Edelweiss Commodities Pte. Ltd.) for a consideration of Rs 8.47 crore. Post the transaction,
Cross Border Synergy Pte. Ltd ceases to be a subsidiary of EFSL Comtrade, and in turn of
Edelweiss Financial Services Limited.

On 27 December 2017, Edelweiss Financial Services Limited announced that the Insurance
Regulatory & Development Authority of India (IRDAI) has granted its approval and has
registered 'Edelweiss General Insurance Company Limited', a wholly owned subsidiary of the
company, to commence its business in General and Health Insurance in India.

On 16 March 2018, Edelweiss Financial Services Limited announced that due to the seller's
inability to obtain the required clearances within the agreed timeline, the binding agreement
for the acquisition of Religare's securities business has come to an on 15 March 2018. Earlier,
on 20 December 2017, Edelweiss had announced that the acquisition of Religare's securities
business by Edelweiss Wealth Management for about Rs 250 crore subject to required
regulatory clearances and fulfillment of the terms and conditions.

25
26
CHAPTER
III

27
 Review of
Literature

The purpose of doing research in the area of digital marketing is because it seems huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not know
where and how to start doing digital marketing. In today’s time, social media channels such
as Face book, Twitter, Google and other social media firms have successfully transformed
the attitudes and perceptions of consumers and in the end helped revolutionized many
businesses. This was done through measurable vast network of customers with trustworthy
data with real-time feedback of customer experiences.

It is much more convenient for businesses to conduct surveys online with a purpose to get
relevant information from targeted groups and analyzing the results based on their
responses. Potential customers can look for reviews and recommendations to make
informed decisions about buying a product or using the service. On the other hand,

28
businesses can use the exercise to take action on relevant feedback from customers in
meeting their needs more accurately.

Digital marketing is the use of technologies to help marketing activities in order to

improve customer knowledge by matching their needs
Marketing has been around for a long time. Business owners felt the need to spread the
word about their products or services through newspapers and word of mouth. Digital
marketing on the other end is becoming popular because it utilizes mass media devices like
television, radio and the Internet. The most common digital marketing tool used today is
Search Engine Optimization (SEO). Its role is to maximize the way search engines like
Google find your website.

Digital marketing concept originated from the Internet and search engines ranking of
websites. The first search engine was started in 1991 with a network protocol called Gopher
for query and search. After the launch of Yahoo in 1994 companies started to maximize
their ranking on the website.
When the Internet bubble burst in 2001, market was dominated by Google and Yahoo for
search optimization. Internet search traffic grew in 2006; the rise of search engine
optimization grew for major companies like Google. In 2007, the usage of mobile devices
increased the Internet usage on the move drastically and people all over the world started
connecting with each other more conveniently through social media.

In the developed world, companies have realized the importance of digital marketing. In
order for businesses to be successful they will have to merge online with traditional
methods for meeting the needs of customers more precisely.
Introduction of new technologies has creating new business opportunities for marketers to
manage their websites and achieve their business objectives.
With the availability of so many choices for customers, it is very difficult for marketers to
create brands and increase traffic for their products and services. Online advertising is a
powerful marketing vehicle for building brands and increasing traffic for companies to
achieve success. Expectations in terms of producing results and measuring success for
advertisement money spent, digital marketing is more cost-efficient for measuring ROI on
advertisement.

29
Today, monotonous advertising and marketing techniques have given way to digital
marketing. In addition, it is so powerful that it can help revive the economy and can create
tremendous opportunities for governments to function in a more efficient manner. Firms in
Singapore have tested the success of digital marketing tools as being effective and useful
for achieving results. More importantly, growth in digital marketing has been due to the
rapid advances in technologies and changing market dynamics. In order for digital
marketing to deliver result for businesses, digital content such as accessibility, navigation
and speed are defined as the key characteristics for marketing. Other tried and tested tool
for achieving success through digital marketing is the use of word-of-mouth WOM on
social media and for making the site popular. In addition, WOM is linked with creating
new members and increasing traffic on the website which in return increases the visibility
in terms of marketing.

Social media with an extra ordinary example Facebook has opened the door for businesses
to communicate with millions of people about products and services and has opened new
marketing opportunities in the market. This is possible only if the managers are fully aware
of using the communication strategies to engage the customers and enhancing their
experience. Marketing professional must truly understand online social marketing
campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation
to the young audience accessibility to social media and usage. It is important that strategic
integration approaches are adopted in organization’s marketing communication plan.

Blogs as a tool for digital marketing have successfully created an impact for increasing
sales revenue, especially for products where customers can read reviews and write
comments about personal experiences. For businesses, online reviews have worked really
well as part of their overall strategic marketing strategy. Online services tools are more
influencing than traditional methods of communication. As part of study, it is proven that
users experience increase in self-esteem and enjoyment when they adapt to social media
which itself is a motivating sign for businesses and marketing professional. Web
experiences affect the mental process of consumers and enhance their buying decision

30
 online (. This study is very valuable for marketing professional as it highlights the
importance of digital marketing.

The Internet is the most powerful tool for businesses. Marketing managers who fail to
utilize the importance of the Internet in their business marketing strategy will be at
disadvantage because the Internet is changing the brand, pricing, distribution and
promotion strategy.

India has seen tremendous growth in media with 20 million people have access to the Internet
but still marketers insist on doing things the traditional way. Management and structure in
India are still based on ancient paradigm where customers are moving ahead with their
demands and expectations. This gap is widening day by day with limited skills and mindset
available in India to solve the problem for the demanding customers. Companies in India
including the MNC’s are going the traditional way and keeping the digital aspect just to show
off in tune with the modern trends.

31
CHAPTER
IV

32
 ANALYSIS AND
INTERPRETATION

1) How do you get information about a new Products?

Other Sources 7%
News 13%
Advertisements 40%
Family 10%
Friends 30%

Maximum number of people come across the information os a new product via
advertisements.

33
2) Are you an active social media user?

5%

Yes
95% No

95% of the sampled data are active on various social media apps like Facebook,
Instagram, snapchat and twitter.

3) What type of information will you collect?

Customer's Experience 21%

Quantity 11%
Attributes 10%
Quality 32%
Price 26%

Mostly people search for the quality and price of a product while surfing.

4) Did you ever purchase from an online site?

19%

Yes
81% No

A majority of (81%) respondents prefer to purchase online.

34
5) If yes, then what type of product / services did you purchase online?

Electronic 22%
Books 11%
Travel products 17%
Fashion accessories 19%
Financial Services 2%
Toys 2%
Sport equipments 11%
Gifts 13%
Automotives 3%

Maximum percentage of respondents purchase electronics online,

6) Do you watch television?

7%

YES
NO
93%

93% of the respondents prefer to watch TV.

7) Do you watch television programs online?

47% Yes
53% No

53% of the respondents watch the TV shows on internet on apps like

Netflix, hotstar and amazon prime.

35
8) Do you read Newspapers?

7%

YES
NO
93%

93% of the respondents read newspaper.

9) Do you read the News online?

26%
YES
No
74%

74% of the respondents like read news on internet.

10) Do you have mobile phone or smartphones?

0%

YES
NO

100%

Each one of the respondent having a smartphone

36
11) Do you have a laptop or PC?

6%

YES
NO
94%

94% of the respondents were having a laptop.

12) Do you have a tablet?

30% YES
70% NO

70% of the respondents were having a tablet.

13) Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO
96%

96% of the respondents were having an internet connection on the above

mentioned platforms.

37
14) When do you use these gadgets?

With friends 33%

College 26%

Office 16%

Watching T.V 25%

Most of these gadgets are used when respondents are with friends.

15) What you do with these gadgets?

Chatting 21%

Watch Videos 14%

Financial Services 6%

Blogging 6%

News reading 11%

Shopping 12%

Surfing 16%

Games 14%

Maximum respondents use these gadgets to chat with their friends.

38
16) Do you ever notice advertisement?

3%

YES NO

97%

97% of the respondents come across advertisements everyday

17) If yes, from where?

39
 Radio 6%

OOH 6%

Magazines 14%

Newspaper 17%

Online Ads (Banner &

35%
Videos)
TV 22%

Major source of these ads are online (35%).

18) Mention one from of media, which you give more importance?

Radio 4%

OOH 3%

Newspapers 11%

Online 48%

TV 34%

Shockingly enough majority of the people give most importance to online media
(48%).

40
19) How do you normally purchase a product?

Visit and purchase from retail shop itself 19%

Visit the retail shop and purchase from
7%
laptop
Visit the retail shop and purchase from
4%
mobile
Research and purchase from laptop 11%

Research and purchase from mobile 6%

Research in mobile and purchase from
10%
laptop
Research in laptop and purchase from
22%
retail shop
Research in mobile and purchase from
21%
retail shop

Majority respondents (22%) prefer to research about the product they want to
buy online on laptop and then go and buy it from the retail stores.

20) After purchase, what type of experience will you share with others?

Nice deal, in terms of price 14%

Bad experience 2%

Good experience 17%

All the above mentioned 67%

People prefer to talk about their experience with other people.

21) How will you share your experience with others?

41
 Face to face talk 37%

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32%

37% of the respondents prefer to share their experience when they’re face o
face with people.

42
A post by Edelweiss after a day without any marketing:

We were only able to reach 1 person when we posted on the edelweiss page. We had done
everything in the post to make it a good post/ Used all the right keywords, targeted the right
audience and even gave a link to free mobile app.

Similar post after it got marketed right on digital platform:

We were able to reach 2500+ people after we got the post boosted and targeted the right
audience with a little digital marketing techniques.

43
We came to know that the most of our audience is in 18-24 and 25-34 age group and male
category. Now we can target similar people to push our product towards them.

Most of these ads were displayed on the mobile app (88.3%) which shows how active people
are on their smart phones as compared to desktops

44
Also we were able to see that what places were having the most number of people engaging
with our post. Now that we know our audience we can create personalized ads for them and
pitch them better

All of this information and reach was made possible with just a 120Rs digital campaign with
every company can afford and have such a vast knowledge about their customers and target
them in a much more efficient manner.

45
 FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
 Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have high affinity
to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason may be they can get news updates very early;
they don’t need to wait for daily newspapers.
 From the first part of this research itself, we know that customers are highly information
seeker. It may be the reason for high trust in online ads. They can search for more
information after seeing an ad or online is the only two-way communication channel
for customers.
 Most of the Indians prefer to purchase from a retail shop only, but before going to retail
shop they will seek information about the product through an online platform. Here is
actually change happens in consumer buying journey, early times consumer belief a
product only after seeing the product in a retail shop.
 But now Indian customers want to get conviction about a product before going to retail
shop. So from a marketers view they want to convince their customers before going to
a retail shop.
 Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective manner.

46
CHAPTER
V

47
 CONCLUSION

AND

RECOMMENDATION

48
 CONCLUSION

The successful completion of this project indicates that the future of marketing is in the hands
of digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media’s. More than that customers are highly information
seekers and digital media is the only platform for two-way communication between brands and
customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for engagement;
brands can increase their customers or they can retain their existing customers. Digital
platforms help to increase the impact of brand recall in target groups.

The research focused on the consumer buying behavior shows that, Indian consumers are
highly information seeker and they will do research about a product before going to a retail
shop. So brands want to give platforms to consumers to understand their product or to get a
really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to understand the
digital marketing and also to plan for future strategies.

I conclude my research by quoting again that “Brands can’t sustain without digital presence”.

49
 RECOMMENDATION

 Since youth is very much interested into trading, in order to get connected to them the
company needs to expand its reach to other social media platforms too like Instagram.
 Digital marketing will reduce the cost as well as efforts as it can give us a very wide
reach to our audience.
 Targeting the exact audience will increase the chances of getting more clients.
Therefore, selecting the audience instead of just posting infomercials would highly
increase the chance of getting more customers.

50
BIBLIOGRAPHY
RICHARD,F.T.,1996.A Definition of Advertising.[online] Available from:
http://public.wsu.edu/~taflinge/addefine.html
MSG,2003. Advertising Agencies Meaning, its Role and Types of Agencies. [online]
Available from: http://managementstudyguide.com/advertising-agencies.htm
WIKIPEIDA,2017.Digital Marketing.[online] Available from:
http://en.wikipedia.org/wiki/Digital_marketing
FICCI-KPMG industry report, 2014. The stage is set. [online] Available from:
http://www.ficci.com/spdocument/20372/FICCI-Frames-2014-KPMG-Report-
Summary.pdf
MEDIANAMA NEWS & ANALSIS OF DIGITAL MEDIA IN INDIA, 2014. GroupM
Says Digital Advertising In India Up 30% In 2013; Rs 3402 Cr Expected In 2014.
[online] Available From: http://www.medianama.com/2014/02/223-groupm-says-
digital-advertising-in-india-30-in-2013-rs-3402-cr-expected-in-2014/
IAMAI report, 2013. DIGITAL ADVERTISING IN INDIA. [online] available from:
http://www.slideshare.net/TheHWD/digital-advertising-in-india-statistics-trends-
2013

51
ANNEXTURE

52
Questionnaire

This questionnaire will be used to understand the impact of digital marketing

1) How do you get information about products?

Friends
Family
Advertisements
News
Other sources

2) Are you an active social media user?

Yes
No

3) What type of information will you collect?

Price
Quality
Attributes
Quantity
Customer's Experience

4) Did you ever purchase from an online site?

Yes
No

5) If yes, then what type of product/ service did you purchase online?

Apparels
Electronic
Books
Travel Products
Fashion accessories
Financial services
Toys
Sports equipment
Health and Beauty Products
Gifts
Automotive

53
6) Do you watch television?

Yes
No

7) Do you watch television programs online?

Yes
No

8) Do you read newspaper?

Yes
No

9) Do you read News online?

Yes
No

10) Do you have mobile phone or smartphones?

Yes
No

11) Do you have a laptop or PC?

Yes
No

12) Do you have a tablet?

Yes
No

13) Do you have internet connection in any of the above mentioned gadgets?

Yes
No

14) When do you use these gadgets?

While watching TV
Office

54
 College
With friends

15) What you do with these gadgets?

Games
Surfing
Shopping
News reading
Blogging
E-booking Reading
Watching Videos
Chatting

16) Do you ever notice advertisements?

Yes
No

17) If yes, from where?

TV
Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Radio

18) Mention one form of media from the list below, which you give more importance?

TV
Online
Newspaper
YouTube
Out Door Hoarding
Radio
Display ads in shops

19) How do you normally purchase a product?

Research in mobile and purchase from retail shop

Research in laptop and purchase from retail shop
Research in mobile and purchase from laptops

55
 Research and purchase from mobile
Research and purchase from laptop
Visit the retail shop and purchase from mobile
Visit the retail shop and purchase from laptop
Visit and purchase from retail shop itself

20) After purchase, what type of experience will you share with others?

Nice deal which you got in terms of price

Bad experience with the product
Good experience with the product
All the above mentioned

21) How will you share your experience with others?

Social networking sites

Messaging
Write a blog
In company website
Through face to face talk

Age

Gender

56