A

PROJECT REPORT
ON
“A Study on impact of Web Designing and Social Media
Marketing In Kanpur”

Submitted in partial fulfillment of the requirement

For the award of degree of

MASTER OF BUSINESS ADMINISTRATION

SESSION (2018-2020)

Submitted to; Submitted by:

Dr. Sadhvi Mehrotra Prathmesh Shukla
(Assistant Professor) Roll No. 1804870065
Batch: MBA 2018-2020

Dayanand Academy of Management Studies, KANPUR

Affiliated To
A.K.T.U, Lucknow
 PREFACE

As a part of the MBA curriculum and in order to gain practical knowledge in the field of management,

we are required to make a report on “A Study on impact of Web Designing and Social Media

Marketing In Kanpur” .The basic objective behind doing this project report is to get knowledge of

different tools of marketing.

In this project report we have included various concepts, effects and implications.

Doing this project report helped us to enhance our knowledge regarding different-different marketing

strategies and tools. Through this project report we come to know about importance of team work and

role of devotion towards the work.

 ACKNOWLEDGEMENT

Any research is never an individual effort. It is contributory effort of many heads, hands & hearts.

Firstly, I would like to convey my heartfelt thanks to DAYANAND ACADEMY OF

MANAGEMENT STUDIES, KANPUR, who Provided me an opportunity to do my training in

“CLOUD DATA SOFTWARE SOLUTIONS” for a period 45 Days. I am highly indebted to

those who have helped me in making this training report successful and helped me to understand

and remember the important and valuable details for the completion of report. It is my profound

privilege to express my sincere thanks to Mr. SATYAM YADAV who gave me an opportunity to

Pursue my training in their prestigious company.

I would also like to thank Dr. SADHVI MEHROTRA for giving her expert Guidance &

cooperation whenever I approached her for help in carrying out my project related to “A Study

on impact of Web Designing and Social Media Marketing In Kanpur” And also provided the

valuable insights in understanding the basic fundamental about CLOUD DATA SOFTWARE

SOLUTIONS and regulation throughout duration of my project. I would like express my thanks

to all faculties throughout, which this learning was possible. My project has been successes only

because of their guidance & support.

 Index
SL.NO PARTICULARS PAGE
NO
1. EXECUTIVE SUMMARY 1

2. INTRODUCTION OF INDUSTRY 4

3. INTRODUCTION OF COMPANY 33

4. LITERATURE REVIEW 44

5. RESEARCH METHODOLOGY 64

6. RESEARCH DESIGN 66

6. DATA ANALYSIS AND 70

INTERPRETATION

7. FINDING 88

8. SUGGETIONS 89

9. CONCLUSION 90

10. BIBLOGRAPHY AND ANNEXURE 91

 EXECUTIVE
SUMMARY

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 EXECUTIVE SUMMARY:
The Project was undertaken at Cloud Data Software solution, Kanpur. This Project is carried

out to know the A Study on impact of web designing and Social Media Marketing in Kanpur.

So far the company conducted surveys for potential customers in Kanpur Region. This will be

the first time documented project which is being carried for Business in Kanpur Region.

The project was successful and very Valuable inputs were obtained from the project. Area of

study was limited to Kanpur Region. The methodology has been adapted through

Questionnaire with Personal Interview and the results collimated according to the nature of

questions asked. I have used both open-ended and close-ended questions in the questionnaire.

With given restricted sample size of the customer in the given area all efforts have made to

make sure that data is collected and analyzed. I believe that conclusion that I have drawn are

based on the data I have collected and Interpretation I have made is based on the customer‟s

feedback.

PROJECT TITLE :
A STUDY ON IMPACT OF WEB DESIGNING AND SOCIAL MEDIA

MARKETING IN KANPUR.

OBJECTIVES :
1. To study the Online presence of business & its services

2. To study the Social media presence & promotion of products/services

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 LIMITATIONS OF THE STUDY :

 The Results generated from the Questionnaire are done on the assumption that the
respondents have revealed the correct information.

 The study is restricted to Kanpur area

 My Study Report confined to sample size of 110 Respondents

 The period of Study was not sufficient to study all aspects.

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 INTRODUCTION
OF
INDUSTRY

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 INDUSTRY PROFILE

DIGITAL MARKETING :
MEANING:

Digital Marketing is the promotion of products or brands via one or more forms of electronic

media. The key objective is promotion of brands through Electronic media It is the promotion

of products or brands via one or more forms of electronic media, differs from traditional marketing

in that it uses channels and methods that enable an organization to analyze marketing

campaigns and understand what is working and what isn‟t – typically in real time.

Digital marketers monitor things like what is being viewed, how often and for how long, sales

conversions, what content works and doesn‟t work, etc. While the Internet is, perhaps, the

channel most closely associated with digital marketing, others include wireless text messaging,

mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio

channels, etc.

Why digital marketing is important :

Digital media is so pervasive that consumers have access to information any time

place they want it. Gone are the days when the messages people got about your products

services came from you and consisted of only what you wanted them to know.

Digital media is an ever-growing source of entertainment, news, shopping and social interaction,

and consumers are now exposed not just to what your company says about your brand, but

what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to

believe them than you.

People want brands they can trust, companies that know them, communications that are

personalized and relevant, and offers tailored to their needs and preferences. There‟s no denying it,

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 the world is rapidly shifting from analogue to digital.

People are consuming more and more digital content on a daily basis – on mobile phones,

laptops, desktop computers at work, and more – and companies that have not yet recognised

this in their plans and strategies need to adapt fast.

The facts are that digital methods of communication and marketing are faster, more versatile,

practical and streamlined, so it is perhaps unsurprising that once the technology became

available we began quickly moving into the digital age. The good news is that digital offers

just as much potential to marketers as it does to consumers.

The Reality is, people spend twice as much time online as they used to 12 years ago. And

while we say it a lot, the way people shop and buy really has changed, meaning offline

marketing isn‟t as effective as it used to be

Some of the most common assets and tactics:

 Your website

 Blog posts

 E books and whitepapers

 Info graphics

 Interactive tools

 Social media channels (Face Book, LinkedIn, Twitter, Instagram, etc.)

 Earned online coverage (PR, social media, and reviews)

 Online brochures and look books

 Branding assets (logos, fonts, etc.)

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 TACTICS:

 SEARCH ENGINE OPTIMIZATION (SEO)

The process of optimizing your website to „rank‟ higher in search engine results

therefore increasing the amount of organic (or free) traffic that your website receives.

 CON TEN T M AR KETIN G

The creation and promotion f content assets for the purpose of generating brand , traffic

growth, lead generation, or customers.

 IN BOUN D M AR KETIN G

Inbound marketing refers to the „full- funnel‟ approach to attracting, converting, closing, and

delighting customers using online content.

 SOCIAL M ED IA M AR KETIN G

The practice of promoting your brand and your content on social media channels to

increase brand awareness, drive traffic, and generate leads for your business.

 PAY-PER -CLI CK (PPC)

A method of driving traffic to your website by paying a publisher every time your

ad is clicked. One of the most common types of PPC is Google Ad Words.

 AFFILIATE M AR KETIN G

A type of performance-based advertising where you receive commission for

promoting someone else‟s products or services on your website.

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  EM AIL M AR KETIN G

Companies use email marketing as a way of communicating with their audiences. Email

is often used to promote content, discounts and events, as well as to direct people

towards the business‟ website.

 ONLIN E PUBLIC RELATION S

Online PR is the practice of securing earned online coverage with digital publications,

blogs, and other content-based websites. It‟s much like traditional PR, but in the

online space

THE HISTORY AND EVOLUTION OF DIGITAL MARKETING :

The term Digital Marketing was first used in the 1990s. The digital age took off with

the coming of the internet and the development of the Web 1.0 platform

The WEB 1.0

The digital age as we now know it began with the Internet and the Web 1.0 platforms of the

early 1990s. This was a rather static world in which users could get the information they

desired but it could not be shared on the web.

There was no such thing as interaction, as the only activity was reading of content. In 1993,

we saw the entrance of the first clickable banner ad and by the next year, Hotwired, had

begun to purchase huge numbers of banner ads. This was really the first step in getting us all

shifted over to a new digital age.

THE BIRTH OF GOOGLE

New technology began to make its entrance into the digital marketplace after about 1994 and

in 1998, Google was founded. Blogger came soon after in 1999. About this time social

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 networking sites began to be birthed and Blackberry had launched their own mobile email

program.

MySpace was one of the first social sites to arrive on the social scene and Face book came

soon afterward. It did not take too long for companies to realize that these presented them with

some excellent opportunities and soon these social sites became new way for businesses to

communicate directly with consumers. Businesses began searching for new ways to

implement web marketing strategies so that they could capitalize on the new digital platforms.

It did not take long for Google to start expanding and improving their internet search engine.

Savvy marketers soon learned how to implement search engine optimization strategies in

order to improve the ranking of their sites. Google also added options like Ad Words and Ad

Sense to marketing potential. It wasn‟t long until Google figured out how to analyze content

that was entered in a query in order to target users with ads relevant to their interests. Google

was not actually the first ones to incorporate targeted ads, but they did help develop

algorithms which helped search results become prioritized.

THE “COOKIE”

Advertising networks soon began to develop ways that they could capitalize on some of these new

developments and the “cookie” came on the scene. The first cookie was actually developed in an

attempt to analyze user‟s browsing habits.

But since its inception it has evolved into a useful part of the e-commerce sector and allows

marketers and businesses ways of collecting literal user data. Amazon still uses this method for

targeting its audiences and offering them products based on previous searches. This was a huge

impact on the digital marketing

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 ENTER THE WEB 2.0:

The Web 1.0 slowly evolved into the Web 2.0. In this new digital world, audiences were no

longer passively taking in information; but instead, the internet became a sort of super

highway where users could directly interact with both other users and businesses. The Web

2.0 became a social world at last.

In the early 2000s, numerous networks and social platforms were developed which allowed

users to connect and interact. By 2004 we saw the rise of sites like Word Press, LinkedIn and

finally Face Book. It was not long before social media became a thriving entity and we saw

more sites like Digg, Skype, Flickr, and Gmail all make their appearance.

By the end of 2004, internet advertising in the US alone brought in around $2.9 billion. By

2005, YouTube had entered the playing field and now there are more than 3 billion hours

spent watching YouTube videos each and every month. In 2007, the IPhone began to change

the web one more time and everything began to shift to cater to the mobile user. By 2010,

mobile marketing alone brought in approximately $650 million.

DIFFERENCE BETWEEN TRADITIONAL AND DIGTAL

MARKETING :

TRADITIONAL MARKETING DIGITAL MARKETING

 Marketers can easily reach their  Not only target local audience can be reached,

target local audience. but as well as the audience from all around the

globe.

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  Traditional marketing has a more  Since it can reach a finite audience, getting

personal approach since marketers can more popular is easy. There is no need to be

have a person-to-person relationship in physically present in introducing the brand‟s

informing the public about their brand‟s name to the audience.

name.

 The public can have a hard copy of  The public can also have access on different

materials of which they can read or content on websites and videos on Youtube or

browse through over and over again video sharing websites.

 It can be easily understood by the public  Strategies implemented can reach target

because they are already exposed to this market with Internet connection. Most target

kind of strategy. It is something that most audience is groups of people who have digital

people can have access on. devices and are always online 24/7.

 There is only a little interaction  Interaction is very possible especially with the

between the medium used and the use of social media networks. Marketers take

customers. It is more of providing advantage of the convenience of

information to the public that the brand communicating with their target audience

exists with the hope of these people aiming to get positive customer feedback.

patronizing the brand.

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  Print or radio advertisements can be very  Digital marketing is cost-efficient. The use of

costly. Printing materials can be social media websites is free of charge.

expensive and you need to hire people Though some invest on paid ads online, the

to distribute these. Businesses have the cost is still cheaper if you compare to

need to invest money for this marketing traditional marketing.

strategy.

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 BARRIERS OF DIGITAL MARKETING :

Barrier 1: TAKING DIGITAL MARKETING LIGHTLY :

Obviously senior professionals recognize that digital technology is all around them, but their

own experiences tend to be limited to a consumer or individual perspective. Though many

consumer technologies get converted to professional applications, their use in business settings

is generally more complex than personal ones. And understanding technology as an individual

consumer does not readily translate to a broader perspective in terms of economic, industry

and organizational applications and implications.

The commonly- held notion that digital technologies are “just tools” further undermines their

importance, disregarding the fact that mastering modern-day means of communication and

collaboration is far more complex and challenging than traditional approaches. The pen may

be mightier than the sword, but it is a far more primitive instrument than an electronic device.

Barrier 2: Lack of knowledge and understanding of Digital Era realities:

In spite of their smart phones, tablets, and favo urite mobile apps, most senior professionals

are still digital rookies. They are unable to put today‟s technologies in historical context, both

with respect to the Digital Era and in the larger scheme of human history and technological

evolution.

They are often unaware of or have limited knowledge of technology trends that could have a

significant impact on their industries and organizations – either by significantly enhancing or

disrupting their current business models. Current trends that have potentially widespread

implications but are not widely understood include digital currency, 3D printing, and

cognition as a service. And of course there are a host of risks and issues that need to be

understood in a digital context, including privacy, taxes, cyber security and more.

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 Even when it comes to the tools themselves, most leaders remain uninformed about the wide

range of platforms and technologies that enable more efficient and effective approaches to

communication and collaboration. We often talk about the need for organizational leaders to

carve out time for environmental scanning and strategic reflection. Leaders must now add a

digital dimension to that imperative, making it even more crucial.

Barrier 3: Framing alternatives in a way that leads to risk aversion:

The idea behind the theory is that when alternatives are framed in the domain of gains,

decision makers tend to be risk averse. When framed in the domain of losses, however, they

tend to be risk seeking. Consider the following scenarios:

 Gain Framed Scenario: An organization has revenues of 1 million and is keeping pace with

current industry and marketplace dynamics. It is operating at capacity. Digital Markrting and

transformation have the potential to increase those revenues to 1.20 million, but they could

divert attention from the core business and competencies, causing revenues to decrease to 900

thousand.

 Loss Framed Scenario: An organization used to have revenues of 1 million, but they‟ve

fallen to 800 thousand due to industry and marketplace changes. It is operating at capacity.

Digital Markrting and transformation have the potential to increase revenues back to 1

million, but they could divert attention from the core business and competencies, causing

revenues to decrease to 700 thousand.

In both scenarios, the revenue/loss figures are the same: a potential gain of 200 thousand or a

loss of 100 thousand. Prospect Theory – and plenty of anecdotal evidence – indicates that

decision makers in the first scenario are unlikely to consider the risk worthwhile, whereas

decisions makers in the second scenario would find it much more palatable.

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 Unfortunately, many organizational leaders seem to be guilty of the “frog in boiling water”

syndrome, waiting until technological trends become disruptive and threatening be fore

choosing to take action, instead of recognizing they can avoid the threats altogether by

pursuing potential opportunities.

Barrier 4:

Poor/no roadmaps for effective digital Markrting and transformation:

inappropriate resource allocation: This barrier is effectively the culmination of the

preceding four. Although many organizations may have moved away from the “give it to the

intern” approaches to digital Markrting they employed a few years ago, they‟re still far from

employing an optimal resource allocation strategy.

There seems to be a general tendency to add these responsibilities to existing roles that

appear to be related (e.g., marketing, sales, IT), even if the people in those roles don‟t have

the expertise or capacity to execute them well..

And in other organizations leaders assign people digital responsibilities simply because they

are being underutilized in other areas. These approaches can often result in sub optimization

and failures that are more likely to be (mis)attributed to the inappropriateness or inadequacy

of the technologies and tactics the organization is trying to employ rather than being

recognized as management failures in understanding and deploying the proper resources to

pursue digital initiatives.

If it‟s not appropriate to assign someone with no education, training, and experience in

accounting to manage accounts receivable, it shouldn‟t be appropriate to assign someone

with no education, training, and experience in social and digital technologies to manage digital

markrting.

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 BENEFIT OF DIGITAL MARKETING FOR PRESENT BUSINESS :
 Global reach - A website allows you to find new markets and trade globally for only a

small investment.

 Lower cost - A properly planned and effectively targeted digital marketing campaign can

reach the right customers at a much lower cost than traditional marketing methods.

 Track able, measurable results: Measuring your social media with web analytics and

other online metric tools makes it easier to establish how effective your campaign has been.

You can obtain detailed information about how customers use your website or respond to your

advertising. Web analytics can be set up to show you exactly how much money you make

from each digital tactic.

 Personalisation - if your customer database is linked to your website, then whenever

someone visits the site, you can greet them with targeted offers. The more they buy from you,

the more you can refine your customer profile and market effectively to them.

 Openness - by getting involved with social media and managing it carefully, you can build

customer loyalty and create a reputation for being easy to engage with.

 Social currency - digital marketing lets you create engaging campaigns using different

types of rich media content. O n the internet these campaigns can gain social currency - being

passed from user to user and becoming viral.

 Improved conversion rates - if you have a website, then your customers are only ever a

few clicks away from completing a purchase. Unlike other media which require people to get

up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.

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 TOP COMPANIES OF DIGITAL MARKETING ALL AROUND THE
WORLD :
1. BETTER GRAPH :
At Better Graph, our mission is to provide clients with best quality SEO services which boost

the online visibility, reach, and profitability in the ever-changing world of online search. As a

full-time SEO service provider, we open the doors of leads and conversions for your online

business. Strategically based in Noida , we conceptualize the path-breaking innovations with

knowledge and extensive expertise in our SEO services which focus on lead generation and

keyword ranking.

Our integrated approach to market product/services on the web are connected for the sake of

better visibility and brand awareness. The other areas of our services include paid marketing,

mobile app marketing, social media marketing, online reputation management and so on.

2. HUGE (USA) :

Huge is a digital marketing agency that provides business strategy,

design, marketing and technology services to some of the world's largest businesses and best-

known brands

3..LAUNCH DIGITAL MARKETING (USA) :

Launch Digital Marketing is an agency specializing in helping businesses grow their online

presence through digital market

4. TECHMAGNATE (INDIA):
Tech magnate, based in New Delhi (India), is an award-winning and a leading digital

advertising, marketing and SEO services agency all over the world

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 5. SPARX IT SOLUTIONS :
Sparx IT Solutions is a web & app development company that creates user-centric

websites. Designing apps that could easily engage the audiences is one among the several

profiles of the company. The company has a dedicated team of professionals as a result of

which it successfully delivers projects within

6. JELLYFISH(SA):
Jellyfish is a global digital marketing agency with offices in the US, UK and

South Africa

7. INGENEX:
Ingenex Digital Marketing is a results-driven digital marketing agency that serves

clients across the U.S. and Canada.

8. LEAPDIGITALAGENCY(USA):
Leap is a full- service digital agency that makes brands easy-to-find and hard-to-

ignore

TOP DIGITAL MARKETING COMPANIES OF INDIA :

1.WEBCHUTNEY :

About the Company: It has worked with some leading companies in India. They have created
some award winning and memorable campaigns for their clients that have helped the brands
to build and sustain relationship with their audience.
Services: Online advertising, Website Designing, Mobile Marketing, SEO, Analytics,
Application Development and Social Media.
Located at: Mumbai, New Delhi and Bangal

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 2. PINSTORM :

About the company: Founded in 2004,It ranks among the leading digital advertising

companies in the world. They have adopted an approach that sees strategy, user experience,

research, web design, mobile-friendly ,advertising, viral videos, search optimization,

FaceBook campaigns, Twitter updates, real-time listening and responses as a seamless set of

tactics that stem from one overarching brand strategy.

Services: Search Engine Marketing, Social Media Marketing, Search Engine Optimization, viral

advertising, Online Reputation Management etc.

Located at: Mumbai, Delhi, Bengaluru, Singapore, Kuala Lumpur, Zurich and Santa Clara.

3. WATCONSULT :

About the company : It is a full service digital agency that delivers across the value chain

right from launching a brand via digital to building a brands salience via digital to driving

business leads and sales for a brand.

Services: Digital Marketing, Social Media Marketing, Search Marketing, Mobile Marketing,

Digital Analytics and Digital Video Promotion.

Located at: Mumbai, Delhi, Bangalore

4. FOXYMORON :

About the company: Established in 2008, it was started by just 4 friends as an experiment

and now that experiment has converted into one of the India‟s leading independent digital

agencies. They have worked on many innovative ,impactful, interactive and award winning

campaigns.

Services: Website Designing & Development, SEO, SEM, Social Media, Public Relations

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 5. GOZOOP:

About the company: Established in 2010. It is a globally recognized Digital Marketing

Agency that believes in humanizing your brand by optimizing your online reputation

Services: Integrated Digital Campaigns, Online PR, Mobile Marketing, Web Businesses,

Social Media Marketing

Located at: Mumbai, Singapore, Dubai

6. EVERYMEDIA :

About the company: It is a full service digital and mobile marketing company that specializes

in communication strategies with focus on movies and brands. They provide end to end

digital marketing campaigns and are pioneers in Design, Development & Technology.

Services: Digital Rights Management, Content Monetization, Online PR, SEO, SEM, Social

Media, Website Development and many others.

Located at: Mumbai

7. SOCIAL WAVELENGTH :

About the Company: It is a Social First Digital Agency that has worked with some of the

largest brands and companies around the world to help them embrace Social and Digital

platforms.

Services: Digital Strategy, Social Media Communications, Social Media Listening, Media

Buying, Content, Analytics etc

Located at: Mumbai, Delhi, Bengaluru, Hyderabad

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 8. PHONETHICS :

About the Company: Established in 2006, It specializes in integrating creative and analytical

spirit along with globalized resources in the process of Digital Marketing.

Services: Search Marketing, Social Media Marketing, Customer Relationship Management,

Content Marketing, Mobile Marketing, Web and App Development.

Located at: Mumbai

9. BLOGWORKS :

About the Company: They assist brands and organizations globally to engage stakeholders in

conversations to share, draw insights, build communities and co-create offerings for business

impact.

Services: Content Syndication, Brand Storytelling, Designing, Website and Mobile

Development, Media Planning, Media Buying etc

Located at: New Delhi

10. BCWEBWISE :

About the Company : It is a full-service digital advertising agency known for their strategic

brand solutions and world-class creative. BC Web Wise has consistently been ranked as one

of India's Top 10 Digital Agencies by the Economic Times (2010, 2011).

Services: Website development, Social Media Optimization, Intranet development, Email

Marketing, Content Management System, Media Planning and Buying, SEM, ORM etc.

Located at: Mumbai and Delhi

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 TOP 5 COMPANIES OF KANPUR :

 TECHNOPACT SERVICES

 WEBGANGES TECHNOLOGIES PVT LTD

 AVAOMME ECLICK SERVICES PVT LTD

 BILLIONBYTE IT SOLUTIONS

 INDEES ADVERTISING

COMPANIES AROUND KANPUR :

 KRATITECH

 BAYA MEDIA

 DIGITAL VISION TECHNOLOGY PVT LTD

 E-BULK MARKETING PVT LTD

 CLOUD DATA SOFTWARE SOLUTION

 QUARTZ TECHNOLOGIES

MARKET ANALYSIS :
Whether it is product or a service, you just can‟t under estimate the power of digital

marketing. The current age where we live, it is fully dedicated to digital media and so when

you are marketing or advertising then you must not forget that there has to be online

marketing too.

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 Ex : Video Advertising..
The rise of video marketing has been one of the most exciting trends in recent years. In a

recent research report by the companies that are seeing the greatest success with video

marketing ranked the importance and effectiveness of different types of videos in the

following order, starting with the most effective:

1. Customer testimonials

2. On-demand product demonstration videos

3. Explainer and tutorial videos

4. Thought leader interviews

5. Project reviews and case studies

6. Live and on-demand webinars

7. Video blogs

8. Event videos

Video is the next best thing to being there in person, and it‟s proving itself to be a powerful and highly

accessible weapon throughout the selling process. Personalization has been a key trend in digital marketing

for a number of years. In 2016 we‟ll see this continue with the rise of personalized video, a new concept

that enables marketers to customize the actual video content with information unique to each individual

viewer for a truly tailored content experience

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 LIMITATIONS OF DIGITAL MARKETING :

1.Redirecting Traffic to your Website :

The sole aim of a marketer- generate traffic and redirect it to the website. Without traffic,

everything else will be a waste of time. To figure out what might appeal to your audience is a

challenge that every marketer faces. It is a tough judgement to make when it comes to

understanding whether a particular colour or a font or a texture will be compelling enough to drive

them to your website. While some marketers fail to pull in huge amount of traffic, others are

pretty confused as to which area to target for the best result

1. Effective Targeting:
Targeting the right audience is very important aspect in marketing. To identify your buyer

and analyse their personas is integral in marketing. There is no denial to the fact that in order

to convince a person to even pay heed to what you are saying or spend time on what you have

written in your blog, you need to give them something valuable enough that will be worth the

time they are spending on your website. For that you have to identify which group of people

you want to target, because let‟s get it straight- you cannot please everyone in this world. A

segregation is mandatory. O nce you are done filtering your audience, the problem arises- is

your content providing value relevant to your audience.

2. Stayinginsync with newtrends :

Change is something that is forever constant on the web. Marketing techniques and strategies

have undergone transformations innumerable times. From print to digital, marketing has seen

phenomenal shifts in the last decade. Thanks to technology, every day we witness the advent

of a new tool solving one or the other problem. Interacting with customers have become more

and more efficient with new tools. New tools lead to new strategies. The challenge is to stay

updated.

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 3. Generating ROI:

It is not just about doing marketing, a marketer is also responsible for measuring and

understanding the results of each marketing technique implemented. So how do you know

whether your efforts are actually worth it?

4. The Importance Of Cyber Security

As The Digital World Has Grown, So too has the need to protect it. Cybercrime has the

potential to be a huge risk for businesses, and being the subject of a high-profile data breach .

As Andrew Cocker, the senior marketing director at Expedia, says, the role of a marketer has

expanded dramatically: "It‟s not about advertising. Our brand is made up of every single

iteration that‟s happening; every user experience. So, every time we do something to upset

them, or have a problem we do not solve quickly enough, we‟re eroding that brand, and no

amount of advertising will fix that

Digital Marketing Industry in India :

Digital Marketing applies to almost all the business sectors in India. Some of the applications

of E-Marketing are shopping and order tracking, online banking, payment systems and

content management. The power of digital marketing allows geophysical barriers to disappear

making all consumers and businesses on earth potential customers and suppliers. It is known

for its ability to allow business to communicate and form a transaction anywhere and anytime.

Digital marketing industry in India is a booming career today. In a country with a rapid

growth economy, it is expected to have a very high significant growth in Digital marketing

career. The growth in the digital marketing trends is making a very substantial impact on

marketing and advertisement. The Digital Marketing in India cannot be complete if short

preview of the past digital marketing statistics is not made. Going back to

history, International Journal of Advanced Research Foundation reveals the following in

26 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 2016. Between 1971 and 1972, The ARPANET is used to arrange a sale between students at

the Stanford Artificial Intelligence Laboratory and the Massachusetts Institute of Technology,

the earliest example of electronics or digital commerce.

1979: Michael Aldrich demonstrates the first online shopping system.

1981: Thomson Holidays UK is first business-to-business online shopping system to be

installed.

1996: India MART B2B marketplace established in India.

2007: Flip kart was established in India. Every E- marketing or commercial enterprises uses

majorly digital means for their marketing purposes.

In 2011, the digital marketing statistics revealed that advertising via the mobile phone and

tablets was 200% lower than that of the following years. During this year, the net worth was

$2 billion. The growth was in a geometric progression as it rose to $6 billion in 2012. The

competitive growth demands for more improvement in the career works a nd professionals are

being added to the field.

From 2013 to March 2015, the investment total increase was 1.5 billion dollars over the

preceding years. There has been an impressive growth up till this present moment. The report

by the International Journal of Advanced Research Foundation revealed that summarized that

India is getting to see the golden period of the Internet sector between 2013 to 2018 with

incredible growth opportunities and secular growth adoption for E-Commerce, Internet

Advertising, Social Media, Search, O nline Content, and Services relating digital marketing.

Today, digital marketing growth in India is at its peak, and is still continuous. Many factors

are responsible for this growth. The use of communication tools has greatly changed in the

year past. No one ever thought to have a credible deal online. The below figure indicates the

27 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 digital marketing statistics.

The belief was that online information is virtual information full of lies. No one could listen

to any online advertisement not to talk of purchasing groceries, furniture or clothes. The story

has really changed. Everything from marketing to sales can be done online. This is due to the

trust that has been restored back to online communication in India. This has really helped the

marketing initiatives.

The revolution is from the communication industries. Low cost of handset is now available

making it possible for India to have about 600 million internet users which ultimately creates a

fascinating business opportunity to sell to a growing population.

Moreover, the development in the digital marketing in India evident in the marketing shift

from anonymity to identity. Interaction on the Internet now looks more physical as opposed

to the anonymity of identity in the past. Also, marketing information‟s is moving along in the

same line with entertainment. People of India needed an exciting spirit always. This targets

their interest into the marketing information.

Several factors have been found to contribute to the growth of digita l marketing in India.

Before now, internet usage was only meant for the wealthy. There is now a great change in

the lifestyle of the middle class. The Very majority now have access to the internet in India.

Internet and 3G penetration revolutionized the marketing scenario for both consumers and the

28 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 marketers. It was discovered that changes in lifestyle and standard of living had increased the

level of consumption, quality and also the pattern of consumption. The quality of use in the

urban centers of India is on a high side. This is because majority doesn‟t have time for

shopping. Apart from struggles to earn money, people want some other things to be done at

their own convenience.

The following survey from people indicates the size of Digital Marketing industry in India:

34% of the companies already had an integrated digital marketing strategy in 2016

72% marketers believe that traditional model of marketing is no longer sufficient

and this will make the company revenue to be increased by 30% by the end of 2017

In 2017, 80% businesses will increase their digital marketing budget which may surpass the

IT budget. O nly the illiterates could not access the potentials of the digital marketing because

of the accessibility to computing devices and computer education. Many of the people in this

category still don‟t trust the method of an online payment and they lack training in English

Language and other foreign language to market online in global markets.

The following are the channels that are playing an active role in the development of digital

marketing industry in India.

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 Mobile Marketing :

Digital marketing overview reveals that Social media has been playing a supporting role to

marketing. Over the years, it has been noticed that 92% of social media users are from the

mobile devices. This enables the size of digital marketing industries. According to the

research made by the Internet and Mobile Association of India (IAMAI, 2008),

communication has become a real mass communication tools having about 286 million

accounts in 2008. The Indian telecommunications market has tremendous growth

opportunities and according to IAMAI is projected to exceed 500 million by 2010. According

to TRAI, the numbers of mobile subscriber based in India grew to 980.81 million users in the

second quarter of 2015.

Adoption for the mobile device is getting higher day by day. SMS marketing is one of

the true mass market media channel across many demographics before the convergence of

mobile internet and mobile devices.

Video Marketing:

Growing need for the visual content has turned video marketing be one of the most appealing

trends of digital marketing in 2017.

30 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 Email Marketing :

Email marketers of some of the most successful marketing agencies claim a return of $40 for

every dollar they invested. From the digital marketing overview, it was discovered that well-

targeted email marketing will be one of the most effective ways of ensuring conversions in

2017. As shown from the figure below, email is one of the most effective methods for digital

marketing as there is a facility to disburse messages to millions of people at a time

Search & SEO Marketing :

As much as changes is existing in the search engines, marketers are also trying shift their

ways of targeting audience so as to meet up with the current evolution in India information

industries. Apart from the above channels through which digital marketing takes place,

Digital Marketing is active in India is not limited to social media, email, content, search

engine, etc. Digital marketing is either done in- house where companies might hire people for

their own or clients‟ digital marketing needs.

A company may outsource to specialist digital marketing agencies or given to consultancy

Digital marketing is growing from day to day as it has become a very important aspect in

today‟s era. The power of digital marketing allows geophysical barriers to disappear making

all consumers and businesses on earth potential customers and suppliers. It is known for its

ability to allow business to communicate and form a transaction anywhere and anytime. 34%

31 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 marketers say that Digital Marketing is very important in today‟s era and 72% marketers say

Traditional Marketing is no longer sufficient to increase the Revenue of the Company. Digital

Marketing includes Online Marketing, Email Marketing, Mobile Marketing i.e. through

Social media( Face Book Ad‟s ) etc. The growth has very important impact on both

Marketing and advertisement. It will help to decrease the space between Consumers and

Marketers.

32 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 INTRODUCTION
OF
COMPANY

33 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 CLOUD DATA SOFTWARE SOLUTION :

Cloud Data Software solution is the professional Web Designing Company in Kanpur,

considering all aspects of web development and Digital Marketing solutions at most

affordable cost. Whether you are a start up or large enterprises, an online presence is must for

every business. Online business doesn‟t mean just a website but well designed, functional

mobile friendly and a nice looking website is what matters for visitors to choose you than your

competitors. They are specialized at transforming the creative business idea into interactive

web solutions.

We offer full fledged web services from web design, development, interactive ecommerce

solutions, graphic design, logo design, digital marketing and online brand reputation that

make them stand unique amongst their competitors. Cloud Data Software solution as the

interactive web development company in Bangalore provides the fresh, creative and

interactive web resolution for your business.

Cloud Data Software solution never compromise with quality. It has always selected for

quality more than any other aspects related to resources. Quality Management System

includes the set of effective performance in every task which includes managerial activities

with high quality of output to every process. Cloud Data Software solution is renowned Web

Design Company Kanpur, who can provide you with complete online solutions package with

best standards, norms and business values. Exceed your customer‟s expectancy and present

them everything they predict from you right away on their eyes.

34 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 OBJECTIVES OF THE COMPANY :

 Adopting and execution of conventions in software development process by our experts

based on present technologies and practices.

 Product life-cycle examines to make certain acquiescence with guidelines to enhance

business growth in current scenario.

 Validation and verification of products to deliver as per clients need.

Founding of an effective alliance of all projects with team members to enhances individual needs.

Cloud Data Soft has one finer QA department which includes subdivisions to make all the possible

aspect to meet the requirements.

We are encircled with highly QA experts as well as specialized engineers to develop the clients project

to the level of elevation according to the expectation. Our team is passionate to such extent they

understand systematic and adopt step wise process to accomplish the task whether it has one project or

more than one we give best concern to meet the quality performance. As QA team is not inclined

completely with the development team, hence QA team is also not responsible with project management

team.

ABOUT CLOUD DATA SOFTWARE SOLUTION:

Cloud Data Soft. is a professional web design company in Kanpur discovering the innovative ways

to turn ideas into creative solutions for online presence over web.

The only thing which reflects your brand and business in this web world is “Website” and web

related services because the whole concept of today‟s business is online and all the activities of

business are carrying out through the network called Website. Global trend urges to offer interesting

35 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 and fully functional web solutions to elite organizations and businesses. Web design development

has become demand in today‟s competitive world hence the professional team with years of

experience delivers the best of web service within prescribed time limit Our main aim is not just to

design the website for business but to stand with till the end, keep updating it and giving you

ultimate control over your website 24/7.and budget thereby establishing reliable relationship with

clients.

It‟s simply awesome to know what the web design service contribute to the extent of its best. Since

they stand as the best web design Kanpur, they ensure our services caters better with the

specialized feature like Dynamic Content, Interactive web design, Better lead capture and many

more that keep website updated and fresh. The main services are highlighted below:

 Custom Web Design

 Social Web Design
 E-commerce Web Design
 Real Estate Web Design
 Corporate Web Design and Many other

Cloud Data Software solution takes pride to offer the latest web design services to clients.

Their team of expertise uses the advanced and up-to-date technology like HTML5,

Bootstraps, CSS3 and Query to design a particular website in a way clients require and

Search Engine understand. Important aspect to design a website as per SE is because they

don‟t read design and text while crawling it for indexing purpose rather their main focus is on

coding part to store the content into the ir data base further use of ranking.

A work becomes complete when it has been tested. So they first build the website with the

progressive know how successfully and then fully test each element of it in major browsers

(like IE, Firefox, Chrome) and devices (like Mobile, Tablet, Computers) to make sure that the

website we designed is responsive and browser compatible because we care that you get best

of ROI for your investment.

36 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 Designs : The content does not attract customers as much as designs do. So they have the

most creative team, who deliver the proficient website designing services. In the process of

designing they use the latest technology like CorelDraw, Adobe package, Illustrator and other

which is quick to display and friendly with all the major browsers. The content over image

gets more noticed than a simple content over blank page, they are able to design the image in

a most striking way that help viewers to know what exactly the owner wants to speak about

the product. Combining the technical and designing skill, Cloud Data Software solution is a

final stop for the web based needs of clients.

Our designs reflects smart business and attracts target audience in no time. It is vital for every

business to have communicative design that speaks about its offerings not to just attract

customers but to make them stick on it for long time and let them convert it into leads. Other

than technology & Design, They have talented and experienced team especially for content

writing that adds value to the existing service. The success of a particular website depends on

the relevant information delivered along with the creative design.

The website designing service offered by Cloud Data Software solution will ease the clients

to covey the business related information and able to have full control over content as well.

The web designing service is just not restricted to what mentioned above; they have

expanded it to all the web related services including SEO (Search Engine Optimization),

Website promotion, and various to cater to your entire network requirement. With these

services, they stand by your side till the end and help you to attain good online presence over

your competitors. They realize the value of your investment and thus focus on qualitative

services that last till long and help you attain its return. The feature that differentiate them

from their competitor:

37 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

  Highly skilled and dedicated team concentrates on what the clients actually

required and how to deliver them within prescribed time.

 Technology used while designing reflects professional appearance of business.

 Decrease loading time of website and help visitors to twig on it for long period.

 Striking content conveys the business info without any extra effort.

 Further help search engines to crawl without spamming thereby increase its ranking.

The main motto of Cloud Data Software solution is to make client satisfied with the service

delivered. The personal approach of the team with client builds lasting relationship and makes

them to feel comfortable and confidence with the work undertaken. Cloud Data Software

solution is known as the Web Design Company , ensuring that the web services they offer is a

professional and satisfied one as well.

They have been functioning in web field and completed almost all type of project successfully

including Government, E-commerce, Freelancer and much more. People throughout India use

the website that they have developed and pioneered by them. Cloud Data Software solution

feels proud to say that their clients are highly satisfied with their services and are getting more

than they have invested.

MISSION :

 To build long term relationship with their patron and clients and gratify and

exceptional services by pursuing business over innovations and cutting edge

technology

 A creative studio delivering a wide range of products to the industry it is committed

to Quality / Technology / Innovation / Satisfaction

38 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 VISION :

 Our core emphasis is to convey best excellence in every project we pledge and ensure

to maintain our global business bench mark.

 A creative and expertise team of designers and developers to design creative and

interactive web resolution for IT industry

STRENGTHS

 One-Stop Internet Solutions Vendor

Cloud Data Soft is present to build any kind of web development solution. Web design,

complex website development, custom programming, dynamic website never Matters

highly professional team builds by using current technology and as per market tendency to

enhance the clients business.

Quality Standards

Cloud Data Soft believes in quality services: They develop web solution which is based on

high quality of performance to enhance business needs. They never ever compromise with

excellence especially with their client‟s project. You can find perfectly combination of

quality communication and quality method approach which results in their every web

development aspects.

Full-Cycle Development Services

You can find always support from Cloud Data Soft in your business requirements such as

specification,featured design, testing, validation, coding part of product performance. They

provide full-cycle development services to valuable customers.

39 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 Vast Pool of IT Professionals

Cloud Data Soft has strong team with proficient knowledge to accomplish business goal,

they have highly professional IT expertise to structure web solution with the use of present

technology to boost the business within competitors and improve visibility over online. They

offer web resources before delivering to potential clients it should adopt the process which

includes quality testing, evaluating, business analysis, right decision then final approach and

handout to clients.

Complete Transparency

According to particular requirements they take approach of clients and follow the method

which has systematic and effective performance. Their experts make use of all the necessary

segments to enhance complete transparency with the clients.

THE MANAGEMENT TEAM:

1. Founder & Director : Mr. Shivam Yadav

2. Managing Head- IT Department: Mr. Satyam

3. Manager-Business Development: Mr. Ravi

DEPARTMENTS OF THE COMPANY:

1. Management –Board of Directors

2. Sales Department

3. Marketing Department

4. Finance & Accounts Department

5. Project Management Department

6. Designing Department
40 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES
 7. Development Department

8. Support & Maintenance Department

9. HR Department

KEY PROCESSES :
 Process Monitoring

• Configuration Management

• Risk Management

• Full-cycle QA Testing

• Document and Code Reviews

• Defect follow up

SERVICES :

WEB AND MOBILE APP DESIGN::

 Web Design

 Mobile App Design

 Ecommerce Website Design

 U X Design

WEB AND MOBILE APP DEVELOPMENT

 Mobile App Development

 CMS Website Development

 PHP Website Development

41 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

  Ecommerce Website

 Development Services

ONLINE MARKETING

 Search Engine Optimization

 Pay Per Click Services

 Email Marketing

 Social Media Optimization

OTHERS

 ( Web Hosting, Domain Registration)

 Server management

 Integration

 Web Hosting Services

 Domain Name Registration

PRODUCTS:

 Billing software

 HRM

 House Rent Billing

 CMS (Content Management System)

COMPETITORS :

 Alakmalak.com

 Eight25media.com

 Fatbit.com
42 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES
  Kdweb.com

 Fatmedia.com

43 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 LITERATURE
REVIEW

44 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

Abstract
This paper offers views on some current and future trends in marketing. The content is based on recent

literature and on what is happening in the business world. The Obsevation various articles, newspapers,

magazines, various websites and the information on internet have been studied. We experience a radical

change in India towards the digitalization. The consumer are looking and searching more on internet to

find the best deal form the sellers around kanpur as compared to traditional or conventional methods. In

this study, we acknowledged that businesses can really benefit from Digital Marketing such as search

engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing,

content automation, e-commerce marketing, campaign marketing, and social media marketing, social

media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and

are becoming more and more common in our advancing technology. It is demonstrated that we all are

connected through whatsapp and facebook and the increasing use of social media is creating new

opportunities for digital marketers to attract the customers through digital platform.

Awareness of consumer‟s motives is important because it provides a deeper understanding of what

influences users to create content about a brand or store. Digital marketing is cost effective and having a

great commercial impact on the business. Based on this study, it can further be argued that knowing

which social media sites a company‟s target market utilizes is another key factor in guaranteeing that

online marketing will be successful. The effectiveness of Internet marketing with respect to different

business can be analyzed. The study can further be extended to compare the internet marketing

techniques with specific to various businesses.

Keywords: - Internet, Marketing, Digitization, Social Media, Marketing Trends, Digital Marketing

45 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

1. Introduction
Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has

changed dramatically due to various crises - material and energy shortages, inflation, economic

recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due

to rapid technological changes in certain industries. Such changes, including the internet, have forced

today‟s marketing executive to becoming more market driven in their strategic decision making,

requiring a formalized means of acquiring accurate and timely information about customers, products

and the marketplace and the overall environment. Internet marketing involves the usage of the Internet

to market and sell goods or services. Internet marketing utilizes the power of electronic commerce to

sell and market products. Electronic commerce refers to any market on the internet.

The electronic commerce supports selling, buying, trading of products or services over the internet.

Internet marketing forms a subset of electronic commerce. With the outburst of internet growth, internet

marketing has started becoming very popular. It is said that Internet marketing first began in the

beginning of 1990 with just text based websites which offered product information. With growth in

internet, it is not just selling products alone, but in addition to this, information about products,

advertising space, software programs, auctions, stock trading and matchmaking. A few companies have

revolutionized the way; internet can be used for marketing, such as Google.com, Yahoo.com,

Amazon.com, Alibaba.com and Youtube.com. This paper offers views on some current and future

trends in internet marketing.

46 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

2. Review of Literature

The findings from the literature are presented below:-

Internet marketing has been described simply as „achieving marketing objectives through applying

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

to improve customer knowledge by matching their needs . 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. Online advertising is a powerful marketing vehicle for building

brands and increasing traffic for companies to achieve success (Song, 2001). Expectations in terms of

producing results and measuring success for advertisement money spent, digital marketing is more cost-

efficient for measuring ROI on advertisement. 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 .

47 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

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. With the above reviews we can assume that GST is a tax reform which will

change the scenario of the country as a support for this review study. 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 online. The Internet is the most

powerful tool for business. 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.

3. Rationale for the Study

The most interesting result of the technology explosion and easy access to it by consumers is the

disruption of the market and the marketing practice. The customer today is an empowered customer,

and in control of the interactive online media, content and communication process. The power of the

traditional marketing tools and communication is diminishing and the customer has little trust to the

corporate message and brand. Technology is changing the context of and practice of marketing:

marketers are increasingly forced to operate in a complex and changing world where they do not have

any more the full control of the media and the message. Customer behavior is also changing: the

customer is losing trust and becomes much more critical, smart, well informed and proactive than ever

48 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

before. New knowledge, new skills and new approaches are required by today and future marketers not

only for understanding the changing and technology enabled marketing environment but also for

comprehending and communicating with the new customer. The Marketing becomes increasingly

digital and continuous technological developments present marketers with new challenges and

opportunities: Mobile marketing, Internet of Things, Analytics, Big Data, 3D printing, cloud

computing, Artificial Intelligence, Consumer Neuroscience / Neuro marketing are some of the most

interesting and challenging domains where the future marketer are expected to must be able to function

and deliver. With the ultra-rapid development of digital technology and social media, it is an enormous

challenge to keep track of those developments and to use them advantageously. That is why author felt

a need to focus on this in this study.

4. Problem Statement and Study Objectives

Seeing that the strength of internet & social media will not decrease the upcoming few years, this topic

will be crucial to every organization. The power of smartphones in combination with social media is a

constant expanding threat to many companies. The second big point of consideration is related to the

continuing trend of children, adolescents, and teenagers using digital and social media more and more

excessively. That is why this study intends to focus on understanding the internet marketing and its

technique with following set of objectives:-

 What are the successful techniques of internet marketing used today?

 What is basic comparison between traditional and digital marketing?

 Which is the most preferred internet marketing approach?

 Do companies prefer internet marketing to traditional marketing?

These questions will help us predict the trends in internet marketing and make suitable suggestions to

companies.

49 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

5. Methodology

The exploratory research is designed to allow an investigator to basically look around with respect to

some phenomenon, with the aim to develop suggestive ideas. This study is exploratory in nature and

includes both quantitative and qualitative analysis. The secondary data & information have been

analyzed for preparing this paper extensively. Data & information have been collected from different

scholars and researchers, published e-books, articles published in different journals, periodicals,

conference papers, working paper, company websites for annual reports & CSR activity reports and

their internal newsletters. The company related data and information are used which is available

publically on the websites of the companies. This is the best/standard practice for a research which is a

critical review type.

6. Analysis and Discussion of Study

6.1 Internet Marketing

The Internet is a global system of interconnected computer networks. It is a network of networks that

consists of millions of private, public, academic, business, and government networks. “Internet works

thanks to combination of a range of technologies and it is the biggest source of information mankind

has ever had for its disposal. Internet also laid the foundations of more information channels than

people have created until the 20th century.” (Phillips, 2003). The term Marketing has many definitions.

One of the most well-known definition says that “Marketing is the social process by which individuals

and groups obtain what they need and want through creating and exchanging products and value with

others.” (Kotler, Keller, 2007). By connecting these two fields “We can apply marketing principles

within the internet area. This can be done mainly by creating a web pages, internet advertising, and also

marketing research on the internet, electronic commerce etc. However internet marketing demands a

little bit different approach in certain aspects than traditional marketing.” (Blažková, 2005). Simply

speaking internet marketing, also referred to as online-marketing, web-marketing, e-marketing, or i-

50 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

marketing, is the marketing of products or services over the Internet.

Fig. 1: Internet and Mobile Users

(Source: IAMAI, Feb 2016, Figures in Million Users, * Estimated Users)

In fact, internet marketing includes the use of a company web site in conjunction with online

promotional techniques, such as banner advertising, search engines, PPC advertising, e-mail and links

or services from other web sites to acquire new customers. Many people can think that internet

marketing is just a website with its content, but it is much more complex. Internet marketing is

interconnection among the site portal, search engines, partner‟s sites, blogs, other site linking, B2B

partners, customers, outsource partners and much more. For any type of marketing is essential to have

as large number of audiences possible, as long as Internet marketing is concerned, the number of

potential customers goes along with the usage of internet itself, Refer Fig. 1.

51 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

6.2 Power of Internet / Digitization

The internet is most powerful tool in the emerging globalization. It is evident from the examples given

in Table-1. These companies have understood the power of Internet / digitization long back and now

they are the biggest user of Internet.

Table- Examples of Power of Internet / Digitization

The world's biggest bank, with no actual Cash –

Bitcoin

The world‟s largest Taxi Company, owns no

vehicles –UBER

The world‟s most popular Media owner creates no

content - Facebook

The world‟s most valuable retailer, with no

inventory – amazon, Alibab.com

The world‟s largest accommodation provider,

owns no real estate – airbnb, booking.com

6.3 Different Trends/Techniques of Internet Marketing

Internet marketing plan will help define specific e-marketing objectives and develop strategies to ensure

that resources are deployed to take advantage of the marketing opportunities provided by the Internet,

and to counter its threats. E-marketing is focused on how a company and its brands use the web and

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other digital media such as e-mail and mobile media to interact with its audiences in order to meet its

marketing goals. We plowed through all the variety of marketing arenas from content and social

marketing to marketing technology, analytics and organizational transformation, to find and establish

the ultimate summary for marketing trends 2017. The various marketing trends articles of different

authors and experts were read, dissected, analysed and summarized as below:-

6.3.1 Search Engine Optimization (SEO)

In layman‟s terms, Search Engine Optimization or SEO is essentially tweaking your website so that it

comes up naturally or organically for search results in Google, Yahoo Bing or any other search engine.

Google updates its algorithms regularly so that only the relevant results come up. From that perspective,

many experts say that SEO is dead and the effort is futile. However, the truth is that Google tries to

prevent algorithm manipulation and filters sites that don‟t deserve to be on the top of SERPs (Search

Engine Result Pages). So there is no doubt you should invest in SEO work. Your website should

address the technicalities related to content and query matching, spidering, indexing, and interpreting

non-text content. Remember, it is the most cost-effective marketing strategy that will bring organic

traffic to your business.

6.3.2 Search Engine Marketing (SEM)

Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to your

business, primarily through paid efforts. Hence it is also called Paid Search Marketing. The

universe of SEM is diverse and complicated. Based on your business structure, you may choose PPC

(pay- per-click) or CPC (cost-per-click) model, or CPM (cost-per-thousand impressions) model. There

are different platforms for SEM. By far, Google Ad Words (on Google Network) and Bing Ads (on

Yahoo Bing Network) are the most popular. SEM also includes Display Advertising, Search

Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising.

6.3.3 Content Creation

Content can be presented in different formats, including blogs, white papers, e-books, case

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studies, how-to guides, question and answer articles, forums, news and updates, images, banners, info

graphics, podcasts, webinars, videos, or content for micro blogging and social media sites. All recent

changes to Google‟s algorithm - be it Panda, Penguin or Hummingbird - point to the fact that content is

the most important metric while filtering search results. You can be creative and create content on any

topic and then skillfully link it indirectly to your business. You may like to read our article on how to

include content and market your startup or business free of cost. Also, you need to customize your

content for different platforms. For example, the content for mobile phones should be crisp and short.

Remember, an effective strategy will engage your readers and leave them interested in more

information from you. Good content is shared and is the best way for branding your business.

6.3.4 Social Media Marketing (SMM)

Social Media Marketing or SMM is an offshoot of your SEM efforts. It involves driving traffic

to your sites or business through social sites like Facebook, Instagram, Twitter, Pinterest,

Google+, LinkedIn, etc. As we mentioned above, good content is shared and liked. So create and

customize content for different social media platforms. Remember to be prolific and original; you need

to engage with users on a daily basis, at least four to five times a day. Your SMM efforts can be

especially helpful for branding and driving sales. The tools and approaches for communicating with

customers have changed greatly with the emergence of social media; therefore, businesses must learn

how to use social media in a way that is consistent with their business plan (Mangold and Faulds 2099).

In order to create a successful marketing campaign via social media, a consumer must be open to the

technology.

6.3.5 Digital Display Advertising

This again is a subset of your SEM efforts. You may use a variety of display advertising formats to

target potential audience - be it text, image, banner, rich-media, interactive or video ads. You can

customize your message based on interests, content topics, or the position of the customer in the buying

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cycle. However, note that Digital Display Advertising is relatively costly. You need experts to drive

good ROI for your business. Mobile marketing is a relatively new branch of marketing, referring to the

two-way marketing communication between company and customers that takes place via mobile

devices. The website, apps and content is being customized for mobile devices. The mobile users are

growing day by day and it is the most effective way of marketing. Dushinski (2009) in his paper defines

mobile marketing as a revolutionary tool for connecting companies with each of their clients via their

mobile devices in the right time, on a right place and with appropriate direct message.

6.3.7 Interactive Marketing

Make sure your advertising strategy engages the potential customer in a conversation. According to a

survey by ExpoTV.com, 55 percent respondents preferred to have ongoing communications with the

companies they buy from; and 89 percent felt more loyal to the companies if they were invited to

provide feedback. Use tools like widgets and opt-in features to make your website interactive, solicit

feedback and track user behaviour. Engage with the customers actively and customize offers based on

their preferences and browsing activities.

6.3.8 Viral Marketing

Viral is today‟s electronic equivalent of old-fashioned word of mouth. Viral Marketing is a

strategy where a unique content spreads exponentially online, because the content is appreciated, shared

and liked immensely. This is a great way to brand and drive traffic to your website. The content can

take any format; all you need is to be creative. Marketers have caught the bug and are increasingly

weaving viral components into their marketing plans. Not only is the approach relatively inexpensive,

but also it can sometimes be more believable than standard ads.” (Howard, 2005)

6.3.9 Email Marketing

When you send a commercial message through email to a list of potential customers, the strategy is

called Email Marketing. With effective email marketing software, you can maintain email lists that are

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segregated based on several factors, including customers‟ likes and dislikes, and spending habits.

Remember to send personalized emails; this helps to develop trust. However, note that Email Marketing

may also be considered as spamming and there are laws against it in some countries.

6.3.10 Affiliate Marketing

Affiliate Marketing is a performance-based marketing program, where you pay publishers who bring

you customers. The performance may be based on conversions - promotions, leads or simply sales. You

may like to be part of the affiliate programs of different publishers. Essentially, the publishers will give

you space in their pages to advertise your business and help you drive conversions; and you will pay

them based on the compensation model. You may avail the help from an Affiliate Network, which will

give you a large base of publishers, and other benefits like tracking and reporting technology. Affiliate

Marketing is especially useful for startups, as it will bring in more traffic to their business through high-

traffic sites. In essence, Affiliate Marketing is a win-win situation for both the merchants and

publishers. Sites like Amazon, eBay, LinkShare and Flipkart run Affiliate Programs. In fact, most

online businesses with appreciable traffic have their own affiliate programs.

6.3.11 Online Public Relations (Online PR)

Public Relation is significant part of modern marketing tools. Companies that do not consider PR can

loose customers. The question is how many customers they can loose? The answer of this question is

very difficult, because PR is much more difficult to measure than for example internet advertising,

however correctly realized PR brings always some benefits to the company. Online PR has advantage

over the traditional PR in the possibility of great and fast two way communication on the internet.

Companies running an online business can develop online public relations through publishing PR

articles in online PR catalogues, press releases in online media, by sharing videos or music containing

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commercial message or advertisement, or by participating in various discussion forums concerning the

related topic or pro-ducts.

6.3.12 Digital Media Planning and Buying

When a media agency researches and makes a comprehensive strategy framework, we call it Digital

Media Planning. Be it in driving sales or conversions, launching a new brand or

promoting an established brand, or changing customer behavior, the media agency plans

different platforms and formats to reach the desired audience. It studies reach and frequency of different

web-based and mobile applications. The agency works with different partners and buys relevant space

and ideas. This is called Media Buying. In essence, Media Buying and Planning entails all the strategies

that we have discussed above.

6.3.13 Web Analytics

Perhaps, the most important aspect of your Digital Marketing is Web Analytics. Essentially, Web

Analytics helps you to collect, measure, understand, analyze, plan, report and predict the web activities

for your business. Web Analytics should not be confused with Web Statistics. As opposed to simple

reporting, Web Analytics gives you analyses and different angles to ponder vis-à-vis your business.

Some of the important Web Analytics tools are Google Analytics, Spring Metrics, Woopra, Clicky,

Mint and Chartbeat. It goes without saying that every advertiser should use Web Analytics to

understand his business and improve the ROI and conversions.

6.4 Most Preferred Internet Marketing Approach

Ascend2 and its other research partners conducted a survey of 275 marketing professionals in 2016

around the world. The results are shown in the following Fig.2

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 Most Difficult Tactics Most Effictive Tactics

Email 22%
61%

Website 18%
59%

SEO 45%
50%

Social Media 50%

41%

Paid Search 28%

34%

Mobile 38%
13%

Display Ads 21%

11%

Preferred Internet Marketing Approach

(Source: MarketingCharts.com, Ascend2 and its research partners, 2016)

Fig. 2 shows that Email and Website constitute the most effective tactics and least difficult to execute.

In a study on “Digital Marketing Trends for 2017” by Dave Chaffey (April, 2017) invited the views

from Smart Insights reader for most important trends at a top-level. A total 2,352 responses from

marketers around the world were received. The respondents were asked to give their opinion on "Select

one marketing activity that you think will give your business the biggest incremental uplift in leads and

sales in 2017 (or your clients if you work for an agency or as a consultant)”. The following statistics

show that various digital marketing activities with the greatest commercial impact in 2017. The content

marketing communities is having the highest impact on the business of the company.

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 Other 0.90%
Partnerships 1.50%
Display 1.60%
Communities 2.60%
Online PR 2.70%
Paid search marketing 3.30%
Wearables 3.40%
Search Engine Optimisation (SEO) 4.10%
Internet of Things (IoT) 5.40%
Social media marketing 8.80%
Mobile marketing 9.20%
Mobile marketing 10.30%
Big Data 20.20%
Content marketing Communities 20.30%
Conversion rate optimisation (CRO) 5.90%

Fig. 3: Digital Marketing Commercial Impact

(Source: http://www.smartinsights.com)

6.5 Traditional Marketing v/s Internet Marketing

If we compare the methods of online marketing with conventional traditional marketing

practices, then there are ample areas and opportunities where online marketing is competent and have

its advantages and is always preferred over it.

 Unlike traditional marketing where we have to wait for stipulated time frame to find out the

response from the customers, online marketing is real time.

 Since we can the response of the customers in real time, it is easier to track if a particular campaign

is working for the product or not and based on the feedback marketer can made the appropriate

changes in the promotional campaign, in traditional marketing this flexibility is not possible.

 In traditional marketing, it is difficult for small retailers to compete with the big competitors in the

market owing to the cost involved and strategy making expertise whereas in case of online

marketing, through a crisp website you can reach your target audience with wider reach with better

service assurance.

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 Cost involvement is another point which creates a lot of difference between the conventional

marketing techniques over online marketing; business house can create its respective digital

marketing strategy with very little cost and replace conventional costly advertising methods such as

print media, radio coverage, television and magazine.

 Through online marketing any business promotional idea have far greater reach and coverage as it

can be seen any part of the world via one marketing campaign in optimal cost compared to

conventional marketing campaigns and once any marketer optimized the important word search

criteria content in website then it is a great return on investment with very marginal cost to

maintain the positioning.

 With electronic marketing, marketer can create options to stimulate their target audience to take

favorable appropriate action, visit the respective website, to know about their products and its

features and different services, by this mechanism customers can express their view about the

product, their choice of buying the product and corresponding feedback, which is also visible in the

website thus by this way the marketer get an effective opportunity to engage with the customers,

which is usually diluted in case of traditional mode of marketing.

 Through online marketing brand development can be done better than traditional mode of

marketing, a well-designed website with quality information can target the requirement of the

customers and add significant value to their expectations with creation of greater opportunities.

Online marketing has the potential to create ripple and viral effect in promotion over traditional

mode marketing, for an instance using social media networking website, email and social media

channels promulgates the content of the message to be shared incredibly quickly.

6.6 Advantages digital marketing brings for customers

With rapid technological developments, digital marketing has changed customers buying behavior.

It has brought various advantages to the consumers as given below: -

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  Stay updated with products or services - Digital marketing technologies allow the consumers to

stay with the company information updated. Nowadays a lot of consumer can access internet

any place anytime and companies are continuously updating information about their products or

services.

 Greater engagement - With digital marketing, consumers can engage with the company‟s

various activities. Consumers can visit company‟s website, read information about the products

or services and make purchases online and provide feedback.

 Clear information about the products or services - Through digital marketing, consumers get

clear information about the products or services. There is a little chance of misinterpretation of

the information taken from sales person in a retail store. However, Internet provides

comprehensive product information which customers can rely on and make purchase decision.

 Easy comparison with others - Since many companies are trying to promote their products or

services using digital marketing, it is becoming the greatest advantage for the customer in terms

that customers can make comparison among products or services by different suppliers in cost

and time friendly way. Customers don‟t need to visit a number of different retail outlets in order

to gain knowledge about the products or services.

 24/7 shopping - Since internet is available all day long; there is no time restriction for when

customer wants to buy a product online.

 Share content of the products or services - Digital marketing gives viewers a chance to share the

content of the product or services to others. Using digital media, one can easily transfer and get

information about the characteristics of the product or services to others.

 Apparent Pricing - Company shows the prices of products or services through digital marketing

channel and this makes prices very clear and transparent for the customers. Company may

regularly changes the prices or gives special.

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  Enables Instant Purchase - With traditional marketing, customers first watch the advertisement

and then find relevant physical store to purchase the products or services. However, with digital

marketing, customers can purchase the products or services instantly.

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 RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY

PROJECT TITLE :

“A STUDY ON IMPACT OF WEB DESIGNING AND SOCIAL MEDIA MARKETING IN

KANPUR.”

DESCRIPTIVE STUDY:

Descriptive Study determines and reports the way things are . It has no control over what is

and it can only measure what already exist. Descriptive Research also known as Statistical

research describes data and characteristics about the population or phenomenon being

studied.

BENEFITS OF THE STUDY :

This study helps to know the importance of Web Designing and Social Media Marketing for

the Business running in Kanpur.

PROBLEM DEFINITION:

Determining The Factors to Find the Impact, Involvement And Usage of Web Designing And

Social Media Marketing in Business Strategy, In Kanpur.

OBJECTIVE OF THE STUDY:

1) To study the Online presence of business & its service

2) To study the Social media presence & promotion of products/services

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 LIMITATIONS OF THE STUDY :

 The Results generated from the Questionnaire are done on the assumption that the
respondents have revealed the correct information.

 The study is restricted to Kanpur area

 My study report confined to sample size 40 respondents

 The period of study was not sufficient to study all aspects.

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 RESEARCH
DESIGN

RESEARCH DESIGN :

This research study adopted survey and content analysis in order to find the effectiveness and the

impact of communication in branding any product or the service among the target market through

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 Website, social networking sites like Face book, Twitter and Instagram.

POPULATION SIZE:

Population size means the total population available for the study. In this study, the population

size constitutes all people in Kanpur.

SAMPLE SIZE:

Sample Size means a representation of the whole universe by a small population. Samples for

this research is 20 respondants who have business in Kanpur , who have online presences or

not.

MODE OF DATA COLLECTION

SOURCES OF DATA COLLECTION:

Primary Data :

Primary Data is collected during Training , Observation ,Interaction, Collecting data from

the Manager for the design of Questionnaire, Discussion with the Organisation, Departmental

heads, assistance and executives of the Company.

SECONDARY DATA :

Secondary data is collection from the Official website of the Company (www.Etenderworld.com)

67 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 SAMPLING METHOD

Convenience sampling is used ,because participants are selected based on availability and

willingness to take part.

RESEARCH TOOL USED

BAR CHART: A bar chart or bar graph is a chart or graph that presents categorical data with

rectangular bars with heights or lengths proportional to the values that they

represent. The bars can be plotted vertically or horizontally. A vertical bar

chart is sometimes called a line graph.

PIE CHART: A pie chart (or a circle chart) is a circular statistical graphic, which is divided

into slices to illustrate numerical proportion. In a pie chart, the arc length of

each slice (and consequently its central angle and area), is proportional to the

quantity it represents.

EXCEL SHEET: Spreadsheet is a piece of paper or a computer program used for accounting

and recording data using rows and columns into which information can be

entered.

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 DATA ANALYSIS
AND
INTERPRETION

69 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 1. Do you have a Website?

Valid Cumulative
Percent Percent Percent

Valid Yes 42.7 42.7 42.7

No 57.3 57.3 100.0

Total 100.0 100.0

INTERPRETATION :
According to the Survey, 42.7% Respondents have website for their Business and 57.3%

Respondents don‟t have Website for their Business.

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 a) If Yes, Do you want to Redesign it?

Cumulative
Percent
Percent Valid
Percent
Valid No Response 57.3 57.3 57.3
Yes 2.7 2.7 60.0
No 40.0 40.0 100.0
Total 100.0 100.0

INTERPRETATION:
According to the survey, 2.7% respondents who have a website want to redesign it and 40%

respondents don‟t want to redesign their website

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 b) If No, why?

Cumulative
Percent
Percent Valid
Percent
No Response 42.7 42.7 42.7

Cost 6.4 6.4 49.1

Lack of Technology 4.5 4.5 53.6

Others ( Time
Consuming) 46.4 46.4 100.0

100.0 100.0
Total

INTERPRETATION:
According to the survey, 46.4% respondents find it Time Consuming to have an website,

6.4% respondents find costly to have one website and 4.5% have lack of technology to have

one website for their Business

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 2) When are you planning to have one website for your business?

Cumulative
Percent
Percent Valid
Percent
Valid No Response 13.6 13.6 13.6

Immediately 1.8 1.8 15.5

Within a year 4.5 4.5 20.0

After One 80.0 80.0 100.0

Year

Total 100.0 100.0

INTERPRETATION:
According to the survey, 80% respondents are planning to have website after one year, 4.5%

respondents will have a website within a year, 1.8% respondents will have a website

immediately for their Business.

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 3) Do you know any Web Design Company in Kanpur?

Cumulativ
e Percent
Percent Valid
Percent
Valid Yes 12.7 12.7 12.7
No 74.5 74.5 87.3
May Be 12.7 12.7 100.0
Total 100.0 100.0

INTERPRETATION:
According to the survey 12.7% are aware of Web Design Company in Kanpur, 74.5% are not

aware, 12.7% are doubtful of Web Design Company in Kanpur.

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 a) If YES, Which is it?

VALID Cumulative
PERSON % Percent

Valid Don’t Know 83.6 83.6 83.6

QUARTZ 4.5 4.5 88.2
Technoloies
Cloud 1.8 1.8 90.0
DataSoftware
solution
BAYAMEDIA 3.6 3.6 93.6

Others 6.4 6.4 100.0

Total 100.0 100.0

Don‟t Know QUARTZ Cloud DataSoftware BAYAMEDIA Others

Technoloies solution

INTERPRETATION:
According to the survey , 4.5% are aware about Quartz Technoloies, 3.6% are aware about

Baya Media, 1.8%are aware about Cloud Data Software solution and 6.4% are aware about

some other Web Design Company in Kanpur.

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 4) Are You Aware of Digital Marketing ?

Cumulative
Percent
Percent Valid Percent
Valid Yes 78.2 78.2 78.2
No 17.3 17.3 95.5
Dont 4.5 4.5 100.0
Know
Total 100.0 100.0

INTERPRETATION:

According to the survey, 78.2% respondents are aware of Digital Marketing, 17.3% are not

aware of Digital marketing and 4.5% have no idea about Digital Marketing.

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 a) If YES, which Digital Marketing tool would you like to proceed with?

Cumulative
Percent
Percent Valid
Percent
Valid Don’t Know 18.2 18.2 18.2

Social Media 40.9 40.9 59.1

Marketing

Search Engine 9.1 9.1 68.2

Marketing

Email Marketing 3.6 3.6 71.8

Paid Ad's 2.7 2.7 74.5

Online Marketing 17.3 17.3 91.8

Mobile Marketing 8.2 8.2 100.0

Total 100.0 100.0

INTERPRETATION:
According to the survey, 40.9% are into Social Media, 17.3% into O nline Marketing, 9.1%

into Search engine marketing, 8.2% into Mobile marketing, 3.6% into Email Marketing and

2.7% into paid ad‟s.

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 5) Are you aware of Social Media for your Business

Cumulative
Percent Valid Percent
Percent
Valid Yes 51.8 51.8 51.8
No 48.2 48.2 100.0

Total 100.0 100.0

INTERPRETATION:
According to the Survey, 51.8% of Respondents are aware of Social Media and 48.2% are

unaware of Social Media

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 a) If YES, which is the Most effective Social Media? RATE IT?

FACEBOOK LINKEDIN INSTAGRA TWITTER

M
NEUTRAL 0 2.7 1.8 1.8
VERYPOOR 0 3.6 2.7 2.7
GOOD 22.72 2.7 1.8 1.8
VERY GOOD 28.18 1.81 1.8 1.8
NO RESPONSE 43 86.36 86.36 86.36
POOR 43.63 2.7 5.45 5.45

90
80
70
60
50
40
30
20
10

INTERPRETATION:
According to this survey,28.18% FaceBook is found to be very good for their Business,

1.8% find Linked in, 1.8% find Instagram Very good for their Business , 1.8% find twitter

very good for their Business.

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 b) If NO, Would you like to promote your Business through Digital
Marketing Strategies?

Cumulative Percent

Percent Valid Percent

Vali NO 51.8 51.8 51.8
d RESPONSE
YES 2.7 2.7 54.5
NO 11.8 11.8 66.4
MAY BE 33.6 33.6 100.0
Total 100.0 100.0

INTERPRETATION:
According to the survey, 2.7% respondents would like to promote through Digital Marketing

strategies, 11.8% are not interested to promote and 33.6% would think to promote.

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 6) What is the Role of Online marketing in your Business( SALES)?

Cumulative
Percent
Percent Valid Percent
Valid Extremely
Important
6.4 6.4 6.4

Important 21.8 21.8 28.2

Neutral 33.6 33.6 61.8

Slightly 21.8 21.8 83.6

Important

Not Important 16.4 16.4 100.0

Total 100.0 100.0

INTERPRETATION:
According to the survey, 6.4% respondents find Online Marketing for Sales extremely

important for their Business , 21.8% find it important ,33.6% find neutral, 21.8% find it

slightly important and 16.4% find it not at all important for their Business.

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 7) What is Role of Online Marketing in your
Business(INFORMATION SEARCH)

Cumulative
Percent
Percent Valid Percent
Valid Extremely 14.5 14.5 14.5
Important
34.5 34.5 49.1
Important

Neutral 28.2 28.2 77.3

Slightly Important 14.5 14.5 91.8

Not Important 8.2 8.2 100.0

Total 100.0 100.0

INTERPRETATION:
According to the survey, 14.5% Respondents find Online Marketing for Information Search as

Extremely Important for their Business , 34.5% find it important ,28.2% find neutral, 14.5%

find it slightly important and 8.2% find it not at all important for their Business.

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 8) What is Role of Online Marketing in your Business(CUSTOMER
CONVERSION RATE)

Cumulative
Percent
Percent Valid
Percent
Valid Extremely 7.3 7.3 7.3
important

Important 24.5 24.5 31.8

Neutral 44.5 44.5 76.4

Slightly 16.4 16.4 92.7

Important

Not Important 7.3 7.3 100.0

Total 100.0 100.0

INTERPRETATION:
According to the survey, 7.3% Respondents find Online Marketing for Customer Conversion

rate as Extremely Important for their Business , 24.5% find it Important ,44.5% find Neutral,

16.4% find it Slightly Important and 7.3% find it not at all Important for their Business.

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 9) Among these which do you find most important when promoting on social
media
Cumulative
Percent
Percent Valid
Percent
Valid To Find New 36.4 36.4 36.4
Customers

To engage with 7.3 7.3 43.6

existing customers

To Share new ideas 36.4 36.4 80.0

and build your brand

To get Instant 20.0 20.0 100.0

Feedback

Total 100.0 100.0

Interpretation:

According to the Survey, 36.4% Respondents feel Finding New customers is important when

promoting on Social Media, 7.3% find promotion to share with existing customers, 36.4%

Find it to share new ideas and build their brand and 20% do it to get instant feedback

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 10) Which one Social Media network or Online Presence you
think is better to Generate Sales or Customer Engagement

Cumulative
Percent
Percent Valid
Percent
Valid FaceBook 92.7 92.7 92.7

Instagram .9 .9 93.6

Twitter 4.5 4.5 98.2

Linked In 1.8 1.8 100.0

Total 100.0 100.0

INTERPRETATION:

According to the survey,92.7% respondents find FaceBook better to generate sales,0.9% find

Instagram better, 4.5% find Twitter better and 1.8% find Linked In to generate sales and

engage their customers.

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 11) What is Role of Digital Marketing in your Business or Service?

Cumulative
Percent
Percent Valid
Percent
Valid Just Presence 50.9 50.9 50.9

To Boost sales 28.2 28.2 79.1

Omni Market 7.3 7.3 86.4

To Social 13.6 13.6 100.0

Surfers

Total 100.0 100.0

INTERPRETATION:

According to the survey, 50.9% of respondents find Digital Marketing as Just presence in

their Business, 28.2% find it to Boost Sales, 7.3% find it to get O mni market and 13.6% find

it for Social Surfers

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 12) What Strategies you would like to opt to retain the existing customers

Cumulative
Percent
Percent Valid
Percent
Valid Updating Existing
website with offers 29.1 29.1 29.1

Opting Social Media 41.8 41.8 70.9

Others 29.1 29.1 100.0

Total 100.0 100.0

INTERPRETATION:

According to the Survey, 29.1% O f Respondents Would Update Their Existing Website To

Retain The Existing Customers, 41.8% Would Opt Social Media Strategies For Their

Business And 29.1% Would Opt Other Strategies For Their Business.

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 12) Based on your experience which source visitors finds you well with?

Cumulative
Percent
Percent Valid
Percent
Valid Networking 4.5 4.5 4.5

Social Media 26.4 26.4 30.9

Google 29.1 29.1 60.0

Newspapers 22.7 22.7 82.7

Others 17.3 17.3 100.0

Total 100.0 100.0

INTERPRETATION:

According to the survey, 4.5% of Respondents feel that their visitors find them well with

networking, 26.4% feel that their Visitors find them on Social Media, 29.1% feel on

Google,22.7% feel on Newspapers and 17.3% find them on others

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 FINDINGS

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 FINDINGS

 About 42.7% Respondents have website for their Business and 2.7% respondents want to

redesign it 40% respondents don‟t want to redesign their website.

 About 57.3% Respondents don‟t have website for there business, 46.4% respondents find it

Time Consuming to have an website,

 Even 4.5% have lack of technology to have one website for their Business and 6.4%

respondents find costly to have one website.

 Survey shows that 80% respondents are planning to have website after one year, 4.5%

respondents will have a website within a year, 1.8% respondents will have a website

immediately for their Business.

 About 12.7% are aware of Web Design Company in Kanpur, 74.5% are not aware, 12.7% are

doubtful of Web Design Company in Kanpur..

 4.5% are aware about Quartz Technoloies, 3.6% are aware about Baya Media, 1.8%are aware

about Cloud Data Software solution and 6.4% are aware about some other Web Design

Company in Kanpur.

 It can also be seen that 78.2% respondents are aware of Digital Marketing, 17.3% are not aware

of Digital marketing and 4.5% have no idea about Digital Marketing.

 40.9% are into Social Media, 17.3% into Online Marketing, 9.1% into Search engine marketing,

8.2% into Mobile marketing, 3.6% into Email Marketing and 2.7% into paid ad‟s.

 We found 51.8% of Respondents are aware of Social Media and 48.2% are unaware of Social
90 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES
 Media

 28.18% respondants found FaceBook is very good for their Business, 1.8% find Linked in,

1.8% find Instagram Very good for their Business , 1.8% find twitter very good for their

Business.

 2.7% respondents would like to promote through Digital Marketing strategies, 11.8% are not

interested to promote and 33.6% would think to promote

 6.4% respondents find Online Marketing for Sales extremely important for their Business ,

21.8% find it important ,33.6% find neutral, 21.8% find it slightly important and 16.4% find it

not at all important for their Business.

 Data shows that 14.5% Respondents find Online Marketing for Information Search as

Extremely Important for their Business , 34.5% find it important ,28.2% find neutral, 14.5%

find it slightly important and 8.2% find it not at all important for their Business.

 We found that 7.3% Respondents find Online Marketing for Customer Conversion rate as

Extremely Important for their Business , 24.5% find it Important ,44.5% find Neutral, 16.4%

find it Slightly Important and 7.3% find it not at all Important for their Business.

 36.4% Respondents feel Finding New customers is important when promoting on Social Media,

7.3% find promotion to share with existing customers, 36.4% Find it to share new ideas and

build their brand and 20% do it to get instant feedback

 More than ,90% respondents find FaceBook better to generate sales,0.9% find Instagram better,

4.5% find Twitter better and 1.8% find Linked In to generate sales and engage their customers.

 50.9% of respondents find Digital Marketing as Just presence in their Business, 28.2% find it to

Boost Sales, 7.3% find it to get O mni market and 13.6% find it for Social Surfers

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  29.1% Of Respondents Would Update Their Existing Website To Retain The Existing

Customers, 41.8% Would Opt Social Media Strategies For Their Business And 29.1% Would

Opt Other Strategies For Their Business

 4.5% of Respondents feel that their visitors find them well with networking, 26.4% feel that

their Visitors find them on Social Media, 29.1% feel on Google,22.7% feel on Newspapers and

17.3% find them on others.

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 SUGGESTIONS

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SUGGESTIONS:
1. It can be seen that Kanpur has more potential Market for Digital Marketing as only
78.2% are just aware of Digital marketing and rest 21.8% don‟t have an idea about Digital
Marketing.

2. We need to educate the respondents i.e. about having one website for their Business as
only 57.3% respondents have websites.

3. As only 13% respondents know about web design company, their is also no awareness
about any Web Design Company, so the respondents need to be educated about Web
Designing.

4. We need to demonstrate the process of Web usage to clear the myth of Time Consuming
and also the Result Orientation of Web development on Business.

5. As it is seen that FaceBook is 93% used tool to generate leads in Kanpur, we need to
introduce other similar media like LinkedIn to serve their Business.

6. It is also seen that Online marketing is playing a vital role in information search. The
Business can also increase their customers conversion and sales through these strategies

7. As 29% of Business find their visitors through Google, Social Media awareness can be
created to get easier access with customers.

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 CONCLUSIONS

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CONCLUSION:
Communication about the product or service provides a major contribution to brand competition in the

market. It not only provides information about a product or service but also promotes creative

innovation. Besides advertising, it also facilitates consumer satisfaction. The hidden fact is that no

brand can progress without effective communication strategy to attract their custo-mers or users. Big

and small variety of brands nowadays laid their base on social network communication to get

recognized in the target market.

Social networking sites users of Facebook, Twitter and Instagram have become a personal, product and

corporate branding hub in India nowadays in digital era. Every brand that exists on social networking

sites has the same core features and benefits, such as the ability to create a page, share resources, add

multimedia and much more. Social networking sites are filled with potential users who are mainly

young adults. They spend more time in these networking sites due to heavy commercial contents,

entertainment and social gathering. So, product or service communicators throng their ads in these areas

with more and more interactive and with fascinating factors so that their brand identity is developed

among the right choice of focused audience. Advertisers and brands uses social networking sites as the

major resource for their promotion and developing brand identity among the focused market.

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 ANNEXURE

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 ANNEXURE

QUESTIONNAIR:

QUESTIONAIRE ON A STUDY ON IMPACT OF WEB DESIGNING AND

SOCIAL MEDIA MARKETING IN KANPUR.

1) DO YOU HAVE A WEBSITE ?

a. YES

b. NO

A) IF YES, DO YOU WANT TO REDESIGN IT ?

a) YES

b) NO

B) IF NO, WHY ? (REASON)

a) COST

b) LACK OF TECHNOLOGY

c) OTHER (TIME CONSUMING)

2) WHEN ARE YOU PLANNING TO HAVE ONE WEBSITE FOR YOUR BUSINESS?

a) IMMEDIATELY

b) WITHIN A YEAR

c) AFTER ONE YEAR

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 3) DO YOU KNOW ANY WEB DESIGN COMPANY IN KANPUR?

a) YES

b) NO

c) MAY BE

1) IF YES, WHICH IS IT?

a) QUARTZ TECHNOLOGIES

b) CLOUD DATA SOFTWARE SOLUTION

c) BAYA MEDIA

d) OTHERS

4) ARE YOU AWARE OF DIGITAL MARKETING?

a) YES

b) NO

c) DONT KNOW

A) IF YES, WHICH DIGITAL MARKETING TOOL WOULD YOU LIKE TO PROCEED

WITH?

a) SOCIAL MEDIA MARKETING

b) SEARCH ENGINE MARKETING

c) EMAIL MARKETING

d) PAID AD‟S

e) ONLINE MARKETING

f) MOBILE MARKETING
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 5) ARE YOU AWARE OF SOCIAL MEDIA FOR YOUR BUSINESS?

a)YES

b) NO

a) IF YES, WHICH IS THE MOST EFFECTIVE SOCIAL MEDIA ACCORDING TO

YOUR ORGANISATION ? RATE IT.

APP V.GOOD GOOD NEUTRAL POOR VERY POOR

FACEBOOK

LINKEDIN

INSTAGRM

TWITTER

b) IF NO, WOULD YOU LIKE TO PROMOTE YOUR BUSINESS THROUGH

DIGITAL MARKETING STRATEGIES?

A) YES

B) NO

C) MAY BE

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 6) WHAT IS THE ROLE OF ONLINE MARKETING IN YOUR BUSINESS (RATE

THEM ACCORDINGLY)?

I.) SALES

a) EXTREMELY IMPORTANT

b) IMPORTANT

c) NEUTRAL

d) SLIGHTLY IMPORTANT

e) NOT IMPORTANT

II) INFORMATION SEARCH :

a) EXTREMELY IMPORTANT

b) IMPORTANT

c) NEUTRAL

d) SLIGHTLY IMPORTANT

e) NOT IMPORTANT

III) TO INCREASE CUSTOMERS CONVERSION RATE :

a) EXTREMELY IMPORTANT

b) IMPORTANT

c) NEUTRAL

d) SLIGHTLY IMPORTANT

e) NOT IMPORTANT

7) AMONG THESE WHICH DO YOU FIND THE MOST IMPORTANT WHEN

PROMOTING ON SOCIAL MEDIA ?

a) TO FIND NEW CUSTOMERS

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 b) TO ENGAGE WITH EXISTING CUSTOMERS

c) TO SHARE NEW IDEAS AND BUILD YOUR BRAND

d) TO GET INSTANT FEEDBACK

8) WHICH ONE SOCIAL MEDIA NETWORK OR ONLINE PRESENCE YOU

THINK IS BETTER TO GENERATE SALES/ CUSTOMER ENGAGEMENT ?

a) FACEBOOK

b) INSTAGRAM

c) TWITTER

d) LINKED IN

9) WHAT IS THE ROLE OF DIGITAL MARKETING IN YOUR BUSINESS/ SERVICE?

a) JUST PRESENCE

b) TO BOOST SALES

c) OMNI MARKET

d) TO SOCIAL SURFERS

10) WHOM DO YOU CONSIDER YOUR BIGGEST COMPETITOR IN KANPUR WHO

HAS SIMILAR BUSINESS AS YOU DO ?

PLEASE MENTION:

_____

a) WHAT STRATEGIES YOU WOULD LIKE TO OPT TO RETAIN THE

EXISTING CUSTOMERS?

102 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES

 a) UPDATING EXISTING WEBSITE WITH OFFERS

b) OPTING SOCIAL MEDIA OPTIMIZING COMPANY

c) OTHERS (.................................................................................)

12 ) BASED ON YOUR EXPERIENCE, WHICH SOURCE VISITORS FINDS YOU WELL

WITH?

a) NETWORKING

b) SOCIAL MEDIA

c) GOOGLE

d) NEWS PAPERS

e) e) OTHERS(................................................................................................)

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REFERENCES

WEBLOGRAPHY

https://en.wikipedia.org/wiki/Digital_marketing

https://www.researchgate.net/publication/328253026_A_Critical_Review_of_Digital_Marketing

http://smallbusiness.chron.com/advantages-disadvantages-traditional-

http://smallbusiness.chron.com/examples-traditional-marketing-

https://yourstory.com/read/7a6131b967-the-current-scenario-of-the-

http://octaneresearch.in/research/annual-e-marketing-outlook-2015/

https://www.eliteonlinemedia.com/blog/online-marketing-vs-traditional-

http://contentmarketinginstitute.com/what-is-content-marketing/

http://whatis.techtarget.com/definition/social-media-marketing-SMM

https://en.wikipedia.org/wiki/Email_marketing

http://www.smartinsights.com/online-pr/

http://www.marketingterms.com/dictionary/affiliate_marketing/

BIBLOGRAPHY

 Book Digital matketing: A new buzz word By A Munshi, MSS MUNSHI (2012)

 Book Organizing for digital marketing By AJ Parsons, M Zeisser, R Waitman (1996)

104 | Page DAYANAD ACADEMY OF MANAGEMENT STUDIES