A QUALITATIVE STUDY ON

DIGITAL MARKETING

A Project Work Report

by

JEEVAN R.C

T.U. Regd. No: 7-2-39-0558-2014

Shankar Dev Campus

Submitted to

Faculty of Management

Tribhuvan University

Kathmandu

In Partial Fulfillment of the Requirement for the Degree of

BACHELOR OF BUSINESS STUDIES (BBS)

Kathmandu

May,201
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Declaration

I hereby declare that the project work entitled A QUALITITIVE STUDY ON

DIGITAL MARKETING submitted to the Faculty of Management, Tribhuvan
University, Kathmandu is an original piece of work under the supervision of Mr.
Binod Kumar Pandey,faculty member, Shankar Dev Campus, Putalisadak,
Kathmandu, and is submitted in partial fulfillment of the requirements for the
degree of Bachelor of Business Studies (BBS). This project work report has not
been submitted to any other university or institution for the award of any degree
or diploma.

………………

Jeevan R.C

Date…………….

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Supervisor’s Recommendation

The project work report entitled A QUALITATIVE STUDY ON DIGITAL

MARKETING submitted by Jeevan R.C of Shankar Dev Campus, Putalisadak,
Kathmandu,is prepared under my supervision as per the procedure and format
requirements laid by the Faculty of Management, Tribhuvan University, as partial
fulfillment of the requirements for the degree of Bachelor of Business Studies
(BBS). I, therefore, recommend the project work report for evaluation.

……………………..

Mr. Binod Kumar Pandey

Date:

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Endorsement

We hereby endorse the project work report entitled A QUALITATIVE STUDY

ON DIGITAL MARKETING submitted by Jeevan R.C of Shankar Dev Campus,
Putalisadak, Kathmandu, Nepal, in partial fulfillment of the requirements for the
degree of the Bachelor of Business Studies (BBS) for external evaluation.

................................................ ……………………………………...

Prof. Dr. Kamal Deep Dhakal Asso. Prof. Krishna Prasad Acharya

Chairman, Research Committee Campus Chief

Date: Date:

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Acknowledgment

This study is mainly concern with the analysis of “A QUALITATIVE STUDY

ON DIGITAL MARKETING”. It has been prepared as per the course of
Bachelor of Business Studies; fourth year. The report could not be initiated
without the assistance of some gracious people whom I must thank.I would like
to express my gratitude to Shankar Dev Campus for providing a great
opportunity of preparing a field work report in accordance to its syllabus and
Tribhuvan University for their generous encouragement and undertaking the
supervision of my entire research work.

My special thanks go to my supervisor, Mr. Binod Kumar Pandey, who helped

and guided me a lot in preparing this report. Also I would like to thank Prof. Dr.
Kamal Deep Dhakaland Asso. Prof. Krishna Prasad Acharya, head of research
department and campus chief, Shankar Dev campusrespectively for creating the
proper environment in campus for preparation of report.

I owe a special thanks to the staffs of Kumari Bank Limited andMr. Manish
Bhattarai,loan offer at Kohalpur branch of KumariBank, for his continuous
support and time for helping me on the completion of the Project Work. At last, I
would like to remember and thank every individual and my family members for
the continuous support to complete my project work report successfully.

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TABLE OF CONTENTS

Title Page……………………………………………………………..………..i
Declaration……………………………………………………………………ii
Supervisor’s Recommendation……..………………………………………iii
Endorsement………………………………………….…………………........iv
Acknowledgement……………………………………….…………....………v
Table of Content…………………………………………….…………….…vi
List of Tables………………………………………….……………..……..viii
List of Figures…………………………………………….………………….ix
Abbreviation………………………………………...….…………………….x

CHAPTER I: INTRODUCTION…………………..……...……………………1

Background…………………………………………….………………1
Introduction…………………...………………………………....…….2
Statement of problems…………………………………………….........3
Objectives……………………………..………………………………..4
Rationale………………………………….…………………………….5
Review………………………………………….………………………5
Methods…………………………………………………………....…...8
Limitation……………………………………………………………….11

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CHAPTER II: RESULT AND ANALYSIS…………………………………12

Presentation and Analysis of data..………………………………….13

Findings……………………………………………...………………25

CHAPTER III: SUMMARY AND CONCLUSION………………...………..27

Summary……………………………………………………………..27
Conclusion……………………………………………...……………28

BIBLIOGRAPHY……………………………………….…….………………..30

APPENDICES……………………………………………….………………….31

List of Table
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Page No.

Table1 Comparison between traditional marketing and digital marketing 34

List of Figure

viii
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Page No

Figure 1 Timeline of history of digital marketing 33

Abbreviation

ix
 x

BBS Bachelor of Business Studies

SEO Search Engine Optimization

Etc. Et cetera

PCC Pay Per Click

i.e, That is

SMM Social Media Marketing

no. Number

Pvt. Ltd Private Limited

TU Tribhuvan University

Yr Year

& And

USD US Dollar

SMS Short Message Service

URL Universal Resource Locator

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CHAPTER I: INTRODUCTION

1.1 Background of the Study

Marketing is the process of getting potential clients or customers interested in

your products and services. It involves researching, promoting, selling and
distributing your products or services. This discipline centers on the study of
market and consumer behaviors and it analyzes the commercial management of
companies in order to attract, acquire, and retain customers by satisfying their
wants and needs and instilling brand loyalty. Today, marketing is something that
every company and organization must implement marketing techniques to achieve
their goals without even realizing it, as they work to promote themselves and
increase sales of their product and services. These days marketing is one of the
key aspects of businesses. Marketing is very broad and encompasses all the
strategies that help a company, brand, or individual achieves its objectives. It
includes many aspects like product distribution, promotion, designing and
creating materials like landing pages and social media content, improving
customer experience, doing market research, establishing market segments, and
much more.

According to E. J. McCarthy, the 4 Ps of marketing helps to identify and work

with the essential elements of marketing strategy. 4 Ps refers to Product, Place,
Price and Promotion. Generally, marketing helps to raise brand awareness,
generate traffic, increase overall revenue, build trust in your brand, track your
metrics and many more. Marketing is not just one single strategy, but rather a

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combination of many different techniques and tactics. Various strategies are

implemented for marketing purpose. In simple terms, business marketing
strategies are a tool marketers use to outline their various campaigns and
marketing models. It’s the how of how you’ll get customers interested in your
products and services .Some of the marketing strategies are, digital marketing,
direct marketing, email marketing, mobile marketing, social media marketing
strategy, content marketing, marketing communication strategy, internal
marketing, portfolio marketing, cloud marketing strategy, personalized marketing
strategy, public relation strategy, SEO strategy and many more. In this case study
we will be exploring about qualitative aspects of digital marketing.

1.2 Introduction

The study will be carried out in order to analyze the qualitative aspects of digital
marketing with the help of the analysis of various data and information published
on the internet. Digital marketing can be defined as the process of promoting of
brands using digital distribution channels comprising internet, mobile and other
interactive channels. Any digital channels by a business or company to market or
promote products and services to consumers are referred to as digital marketing.
Different websites, mobile devices, social media, search engines, and similar
channels are used for the purpose of digital marketing. The basic advantage in this
form of advertising lies in its low-cost model. You can extend your reach
tremendously with digital methods as you are not restricted by geographical
boundaries. In digital marketing consumers are also able to convey their reviews,
concerns, grievances and so on back to business. This two way communication is

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very useful for consumer and businesses alike. Digital Marketing can be classified
into Pull and Push marketing. Pull digital marketing technologies involve the user
having to seek out and directly grab (or pull) the content via web searches.
Website/blogs and streaming media (audio and video) are good examples of this.
In each of these examples, users have a specific link (URL) to view the content.
Push digital marketing technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS, RSS are the examples
of push digital marketing. In each of these examples, the marketer has to send
(push) the messages to the users (subscribers) in order to receive the message.
There are several types of digital marketing with categories and sub categories.
They are also referred as tools of digital marketing. However, it can be broadly
classified into the following:

 Search Engine Optimization or SEO

 Par Per Click ads or PPC
 Social Media Marketing or SMM
 Content Marketing
 Email Marketing
 Mobile Marketing
 Marketing Analytics

1.3 Statement of Problem

Although the use of digital marketing has become important aspects in the field of
marketing, lack of knowledge and information regarding pros and cons of digital

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marketing has resulted in ups and downs in business. The marketers faces many
problems like lack of understanding of what image they are trying to project
digitally, no cohesion of content, living and dying by data etc. They may lack the
path to acquire and grow an audience. Users may misunderstand the importance
of content and there may be less chances of forming relationships and alliances
Digital marketing team requires influencer who can execute their ideas more
effectively otherwise there are high chances of executing bad ideas and dumb and
problems like trying to reach the wrong group and misinterpretation of goods and
services by users may arise.

The study deals with the following issues of digital marketing

• How is it possible to use digital marketing in this digital era?

• Why businesses are more inclined towards digital marketing?

• Why the digital marketing has become like compulsion for a business to
grow and attain sustainability?

1.4 Objective of the Study

The main objective for this study is to provide full insight on qualitative aspect of
digital marketing. The objective of study is given as follows:

• To ascertain effective use of digital marketing

• To ascertain safe and productive use of digital platforms

• To evaluate the current scenario of digital marketing in today’s market

• To provide information on history and evolution of digital marketing

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• To ascertain the use of digital tools for survival, growth and sustainability
of market

1.5 Rationale

The main reason for this study is to provide information about the history,
evolution, tools, advancement and necessity and contribution of digital marketing
in this modern era. It gives the opportunity to be familiar with the real world with
the knowledge of digital marketing. It will be useful in identifying the problems
and the process of solving them. It helps to use the theoretical knowledge in the
practical field, it helps to build the marketing skills of marketer and users, and it
provides the opportunity to know the real world of marketing. This project can be
used as a guideline while preparing a small project report. This project will
provide student an experience in digital market analysis.

1.6 Review

1.6.1 Conceptual review

Digital marketing can be defined as the process of promoting of brands using

digital distribution channels comprising internet, mobile and other interactive
channels. Any digital channels by a business or company to market or promote
products and services to consumers are referred to as digital marketing. Different
websites, mobile devices, social media, search engines, and similar channels are
used for the purpose of digital marketing. The basic advantage in this form of
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advertising lies in its low-cost model. You can extend your reach tremendously
with digital methods as you are not restricted by geographical boundaries. In
digital marketing consumers are also able to convey their reviews, concerns,
grievances and so on back to business. This two way communication is very
useful for consumer and businesses alike. Digital Marketing can be classified into
Pull and Push marketing.

Pull digital marketing technologies involve the user having to seek out and
directly grab (or pull) the content via web searches. Website/blogs and streaming
media (audio and video) are good examples of this. In each of these examples,
users have a specific link (URL) to view the content. Push digital marketing
technologies involve both the marketer (creator of the message) as well as the
recipients (the user). Email, SMS, RSS are the examples of push digital
marketing. In each of these examples, the marketer has to send (push) the
messages to the users (subscribers) in order to receive the message. There are
several types of digital marketing with categories and sub categories. They are
also referred as tools of digital marketing. SEO, PPC, SMM, Content marketing,
email marketing, mobile marketing, marketing analytics etc are types or tools of
digital marketing.

1.6.2 Review of previous works

Thakur (2019), conducted a study on “A qualitative study on Digital Marketing”

with the following objectives to highlight various aspects relating to history,
evolution, importance and impact of digital marketing , to analyse about digital
marketing through the use of appropriate information and to show the
importance of digital marketing in current scenerio.

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Through his research he has presented the various information regarding the
history, evolution, tools and types of digital marketing along with the
complications while performing digital marketing. Through his research it can be
concluded that digital marketing is rapidly replacing traditional tools of marketing
and safe and effective use of digital platforms should be ensured to maximize the
full potential of digital marketing.

Dsouza(2023),carried out a study on “A Study on the evolution of digital

marketing” to highlight the evolution of digital marketing. The study was
conducted focusing on the digital market usefulness based on the past trends, in
forecasting the near future trends in emerging markets when comes to evolution
of digital marketing and also highlights the concept and importance of digital
market in today’s marketing world.

After the completion of report major findings were that the digital marketing of
products, services, businesses and any other things would see an increasingly
greater demand in upcoming years .Due to emergence of high speed internet,
electronic gadgets, standard of living has paved the way for the people to buy
products and services using digital platforms.

1.6.3 Research gap

This report reflects the following research gap between the previous researchers.
The above mentioned report is the analysis of in the similar topic so objectives are
similar but there arises a huge difference in level of data. This report uses only
secondary data to analyse the ratios between the variables so the conclusion may

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not match the previous reports. Therefore, this study is designed to highlight the
actual study of qualitative aspect of digital marketing. However, the lack of
consensus among the researcher requires further investigation; accordingly the
study has been conducted

1.7 Methods

The methodology followed to carry out the field study was as follows:

1.7.1 Research types

This study has followed descriptive and exploratory research methodology to

fulfill the objective of the study. The study has made an attempt to examine if
there is any relation among different categories of variables-uniqueness and
quality of services. Similarly, the study explores the relation among the categories
of digital marketing. The study also aims at finding out the evolution, tools,
categories, importance and impact of digital marketing.

1.7.2 Population and sample

The term ‘population’ used in statistics denote the aggregate from which the
sample is taken and the term ‘sample’ is that part of the population, which we
select for the purpose of investigation. Population is also known as universe.

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Sample refers to the part chosen from the population. Thus, in statistics,
population means whole and sample means the part of the whole. Since the study
is focused on the marketing, thus, here the population encompasses all the
marketing strategies. Marketing encompasses various types of strategies. Since,
study of the whole population may not be possible due to several factors, thus,
sampling becomes essential to draw inference for the population. So, among
various marketing strategies , one strategy has been selected by using convenient
sampling methods.

1.7.3 Types of data

Data is value collected through record keeping or pooling, observation, or

measuring. It includes text and numbers, Photographs and pictures and map,
photo. The nature of the report is qualitative and quantitative and the type is
primary and secondary. A systematic and scientific methodology always helps in
collecting the qualitative and quantitative data. We must consult with various
people, booklets, news, newspaper and source to gain correct type of data. In
practice the data is collected through the primary and secondary methods. But my
report is maintained on the basis of secondary sources mainly articles, reports and
blogs available in the internet.

1.7.3.1 Primary data. Primary source of data is known as the data which are
collected through observation and direct contact. They are not derived
from any other sources. The primary data are the information collected
during the research period by the observation and involvement.

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1.7.3.2 Secondary data. The secondary data is one which has already been
collected by a source other than present investigator. Secondary data
include both raw data and published summaries. Documentary secondary
data include written such as: books, journal articles, newspaper as well as
administrative and public records. These types of data are collected
through following ways:

 Annual report of Sample Companies

 Different books, newspapers and websites.
 TV and radio advertisement.
 Hoarding boards.
 Opinion of senior teacher colleagues and others.

1.7.4 Data collection procedures:

The following tools have been used to collect data:

1.7.4.1 Observation. The articles, blogs and reports published by persons and
institutions has been observed thoroughly with the help of information on
those source of information conclusions are drawn about the overall
qualitative aspects of digital marketing. Data from the various websites
has been taken specially for secondary data.

1.7.5 Reliability of data

Data collected from articles and reports prepared by the experts can be considered
reliable as they go through the proper proofreading. Similarly, data obtained from
the third party websites will also be unbiased and trustworthy as their
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interpretation would be independent. However, data obtained through the internet

and similar social media sites can be manipulative since they are under no
compulsion to provide accurate and authentic data.
1.7.6 Analysis techniques

Data analysis deals with the separation of the data collected into various parts for
the purpose of scientific study and interpretation. The various statistical tools has
been used for interpretation of types, evolution and importance of digital
marketing .To evaluate the present condition and performance of a digital
marketing, the analyst needs certain Standard. The standard frequently used is a
index relating two pieces of data to each other. Analysis and interpretation of
various information should give experienced and skilled analyst a better
understanding of the present condition and emergence of the strategy, than they
will obtain from analysis of the information and data alone.

Out of the various techniques, selection of a technique or combination of the

techniques depends on the purpose of analysis. Different techniques reveal
different facts associated with the topic, so some or all the major techniques can
be used for the analysis depending on the purpose and availability of the materials
demanded by the techniques.

1.8 Limitations of the Study

The entire data and information of the report will be collected from the articles
and reports of the experts and concerned websites. This study is for the partial
fulfillment of BBS 4th year. Though best possible efforts have been made to

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prepare this fieldwork report, this report is not still free of some limitations. The
limitations inherit in this report are:

1. The study will be based on only one aspect of total discipline.

2. The project report should be completed within a certain period despite of
great desire for in depth study. The researcher will not be able to contain all
data and information.
3. Mainly secondary data has been used for the preparation of the whole project
work report.
4. Simple statistical tools have been used to analyze the data.
5. More information couldn’t be included due to limitation of time and length of
report
6. This report is helpful to study the qualitative aspect of digital marketing only
but the quantitative aspects of digital marketing cannot be judged by this
report.

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CHAPTER II: RESULTS AND ANALYSIS

2 Presentation and analysis of data

2.1 History of digital marketing

In this chapter, let us establish a timeline regarding the evolution of digital

marketing; the digital era had already begun to evolve. The evolution of digital
marketing is as follows;
 1990- The term ‘Digital Marketing’ was used for the first time. The
first search engine ‘Archie’ was launched.
 1993- The first clickable web-ad banner was deployed.
 1994- Cookies were invented by Lou Montulli. These are small data
packet created by web server when you browse a site, and are placed
on your computer. First e-commerce transaction, over Netmarket was
done and Yahoo was launched
 1996- Smaller search engines and tools like HotBot, LookSmart and
Alexa were launched.
 1997- First social media site, SixDegrees.com was launched.
 1998- MSN search engine was launched by Microsoft, Yahoo web
search arrived and big daddy Google arrived.
 1999- This year was very significant in digital marketing history; web
2.0 was launched, which allowed users to upload and share content,
and not simply consume it. Users were no longer passive users, but

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active participants. This laid the foundation for widespread sharing,

social media platforms, and like. Sites like Wikipedia, Facebook and
blog sites all sprung up in this phase.
 2000- In this year, SixDegrees.com shutdown. There was a crash and
many small search engines vanished from the scene, paving the way
for giants to firmly establish their dominance.
 2001- First mobile marketing campaign i.e ‘Universal Music’ was
introduced.
 2002- A social media platform for professionals called Linkedin, was
launched, that helped recruiters to find qualified people, and vice
versa.
 2003- MySpace was the first social networking site to be launched;
this was followed by Orkut, and later, Facebook. They could reach
thousands of users in minutes or even seconds, and at very low price.
Companies began to actively market their products and serviced on
these platforms, signaling the beginning of a new era in business.
Wordpress was released.
 2004- In this year, Gmail launched, Google went public and Facebook
went live. In the United States alone, the revenue from internet
advertising came to nearly $3 billion. The digital marketing industry
was not just established, but made its presence felt, and signaled to the
world that it was here to stay.
 2005- World saw the birth of YouTube, the video sharing platform,
which has millions of subscribers and users today.
 2006- There was a precipitous surge in this year, with search engine
traffic touching nearly 6.5 billion in just one month. Microsoft
replaced MSN and launched Live Search, to keep pace with Google
and Yahoo. This year also witnessed the launch of Twitter, and the

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emergence of split test in marketing. Amazon recorded e-commerce

sales over 10 million USD.
 2007- This was the year in which streaming service Hulu, and micro
blogging site Tumblr were launched. Iphone were also launched.
 2008- China was emerged as the country with the largest number of
internet users, overtaking the US. Music sharing site Spotify was
launched in this year.
 2009- Google instant was launched, enabling users to get real-time
search engine results.
 2010- Messaging app for mobiles, WhatsApp was launched in this
year. Now this app offers businesses several tools to promote their
products and services, with ‘WhatsApp Business’ accounts. Google
Buzz also launched.
 2011- Web use overtook TV viewership, especially among the young
generation, and Google + and Google Panda were launched. Google
Buzz shutdown.
 2012- Social media marketing budgets increased by a whopping 64%.
Google Knowledge Graph was launched.
 2013- Yahoo! acquired Tumblr.
 2014- The world witnessed the launch of Facebook messenger, and
tailored ads on linkedIn and other social platforms. This was also the
year that mobile usage overtook the use of personal computers for
browsing and shopping. Facebook acquired WhatsApp.
 2015- This year was the dawn of the ‘wearables’, predictive
technology, and active content marketing, and inbound marketing
growth. Snapchat launches ‘Discover’ feature.

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With every year we see that there are new tools, platforms, and technologies
making their appearance in the digital marketing world. Digitally marketed
products are available to consumers at all times of the day or night.
Facebook is the most popular platform, with 99% of marketers using social media
network. Twitter follows, with 97% also using it.
However, there is now a move towards Instagram, especially for the younger
generation, or ‘millennials’, preferring it over other social media platforms.

2.2 Strategies in digital marketing

Two basic digital marketing strategies used by current and potential customers.
These two types of digital marketing are called the “Push” and the “Pull”. Their
methodology for providing information to customers works as follows;

2.2.1 Pull digital marketing

In this strategy, the customer seeks information about products and/or services by
visiting the company’s source of information searching for the specific product or
service information.
 They are basically requesting to view this specific content. These are
typically located in websites, blogs, streaming audio and video sources.
Customers have found related information on other websites or been
directed to the company’s sources by a reffering website to find the
information.

2.2.2 Push digital marketing

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In this strategy, customers are provided information by receiving or viewing

advertisements digitally, such as: SMS, RSS, cellphone calls, etc., as subscribers
of the latest product and service information provided by the company.

2.3 Objectives of Digital Marketing

The objectives of digital marketing as follows;

 Lead generation/quick response /conversion
 Increase awareness/visibility/brand building
 Drive traffic/engage people/easily accessible
 Cost effective
 Effective to target Youth

2.4 Advantages of Digital Marketing

The beneficial aspect of digital marketing are described as follows;

 Digital marketing has proven recession-proof in the times of global

economic slowdown. Digital marketing strategies gave a respite to
marketing companies during recession when traditional marketing tools
proved helpless.
 Digital media marketing strategies are far more cost-effective than the
traditional marketing media tools.

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 Online marketing strategies don’t requires long-standing commitments.

Instead, online media marketing tools like PPC ads can be changed on a
daily basis.
 Online media marketing output is easily trackable. Digital marketing
media strategies have a high degree of measurability. Thus, designing a
target-oriented digital media marketing program becomes easier.
 Digital media marketing has transformed the marketing industry. Online
marketing includes use of mobile phone and internet technology
provides a cheap medium to establish direct contact with the customers.
 Digital media marketing tools are more accessible. Therefore, the rate of
response is far higher in comparison to the traditional media.
 Focused digital media marketing campaigns most likely attract the
prospects that later convert into leads.
 Cost-effective nature and target-oriented approach of online marketing
strategies enable the digital media marketer to hit the prospects regularly
and repeatedly. This helps in leaving a long-lasting impact on the
marketing client.

2.4 Common problems in implementing of Digital marketing strategies:

Some of problems that arises while implementing while implementing digital

marketing strategies are:

 Lack of understanding what image they are trying to project

 No path to acquire and grow an audience
 No cohesion of content
 Placating executives by executing their bad ideas

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 Living and dying by data

 Having to dumb things down for the team
 Trying to reach the wrong group
 Misunderstanding the importance of content
 No plan to actually reach anyone in the first place
 No difference from others
 Lack of influencers on your team
2.5 Tools and channel of Digital Marketing

Tools and Channel of Digital Marketing Includes various digital platforms.

Some of them are:

2.5.1 Social Networks (Facebook, Twitter, Myspace, Delicious)

 When you social network, you can prescreen potential customers. You
learn what your prospects like and what they don’t. That personal
relationship you gain when you connect with your potential customer is
more valuable than what you would get had you advertised.
 The Most Important Features that attracts the most in Social Networks
are a Profile , A Profile Image, Instant Chatting with friends and people
in the Network, scalability to add and interact with like-minded people,
Groups discussion etc.
 Social Networks like Facebook, twitter, Myspace, Delicious, Technorati
etc has become the most important social Networks that once should
explore with great Interest. The Most Important part of Social Network
Marketing is that they allow a lot more space and functionality to
market a person, product or services to greater depth.

2.5.2 Article Marketing

 Article Marketing has become one of the most essential tools of online
Marketing.

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 Article marketing is a type of advertising in which businesses write short

articles related to their respective industry.
 With the rise of internet marketing, article marketing has subsequently
moved up on the ladder and made a move to the online world as well.
 As in traditional forms of media, online article marketing has served the
dual role of providing publishers with what amounts to free content, and
advertisers with similarly free advertising.

2.5.3 Blog
 Blogging evolved to be as the most important tool of digital Marketing
over the Internet which gives a target Audience.
 A blog or weblog is an online diary of events arranged in reverse
chronological order. The author of a blog is known as a blogger and
writing or maintaining a blog is referred to as blogging.
 An individual entry or article is called a post and is available in the form
of a blog page for the public to read.
 A blog may have a commentary box for readers to leave comments or
opinions.
 These comments act as stimulus for further conversations.

2.5.4 Online Brand Monitoring

 The internet provides an opportunity for your customers and potential
customers to talk freely about your business, your services, your brands
and your products through the proliferation of blogs, forums, chat rooms,
community, groups, discussion, and news sites.
 These tools are specifically used to Monitor a brand and its maintain its
reputation on the internet.

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 Online Brand Monitoring has really become a key ingredient in Online

Marketing Strategies.

2.5.6 SEO

 Search Engine Optimization (SEO) is the process of increasing the traffic

of visitors to the website from search engines via organic means using
different algorithms via natural or un-paid ways
 Most Popular SEO platforms are Google and Yahoo Search Engines.
People perform various strategies to appear on the front pages of theses
search engines which are widely used by customers all over the world.
 Typically, the earlier (or higher) a site appears in the search results list, the
more visitors it will receive from the search engine. SEO may target
different kinds of search, including image search, local search, video
search and industry-specific vertical search engines.
 This gives a web site web presence.

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2.5.7 PPC ( aka search engine advertising)

 Pay per click (PPC) is an Internet advertising model used on websites for
Advertisement, in which advertisers pay their host only when their ad is
clicked.
 With search engines like Google and Yahoo, advertisers typically bid on
keyword phrases relevant to their target market.
 Content sites commonly charge a fixed price per click rather than use a
bidding system.
 Pay Per Click has become the most popular Advertisement Model for
website owners to get target traffic or clicks to their website and pay
accordingly per click. A wide range of PPC strategies are used on the
Internet to get maximum result through PPC Campaign.

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2.5.8 E-mail

 With the high use of internet worldwide, e-mail marketing has become the
easiest way to promote your business worldwide.
 It is considered as the quickest and reliable way of promoting a business
Worldwide.
 Email Marketing is the cheapest and efficient way to promote products &
Services.

2.5.9 Wiki
 Wikipedia has become the source for knowledge on anything from
scientific facts to iconic pop culture art.
 It started as an Encyclopedia but later proved to be an ocean for getting
information of various and diverse topics that exists in the Universe.
 Wiki Marketing started in a way that people posted information about then
or their business and made editable pages.
 There are ways to promote your business on Wikipedia. In Wiki
Marketing You can’t be as straightforward as you are in your landing page
or banner ad, but there is a way to tap into the marketing potential of this
unparalleled source of information.
2.5.10 Banner Ads
 When Internet Marketing Started and was in infancy, Banner marketing
evolved like a major player on the internet.

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 Banner Advertisement proved to be really popular task in Digital

Marketing as they allowed campaigns to be planned, evaluated within a
matter of days instead of weeks. Business on the Internet developed with
these ads and publishing them with various strategy involvements like
PAY-PER-CLICK, Click through rates, Statistical Analysis etc. Banner
Ads also proved to be the Most Important Factor in building huge and
rapid traffic.

2.5.11 Instant Messaging through Mobile Phones

 Instant Messengers are very popular on computers, now with the

advancement of cellular technology it has become possible to connect to
MSN, Yahoo!, ICQ and other instant messenger services through mobile
phones.
 Instant Messaging allows a target user to see the benefits or products &
Services Instantly creating an Impact on the user. Instant Messaging has
really proved to be a winner in marketing world.

2.5.12 Website

 A website is the best place to put the Information about a business and
could be easily available all the time when a user can access internet.
Website has become the virtual office of a business over the internet and
has become must to have if you want to survive in the hard-shell
completive business world.
 People are spending huge Investment for the design, development,
updating and promotion of a website. A highly Interactive, Informative
and
 User centric Website is in heavy demand

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2.5.13 SMS/MMS

 Short Message Service became available in 1996 for the first time for
commercial use. Since then it has become a very useful tool to Promote
Products & Services worldwide.
 The use of SMS will continue to grow as companies turn the service into a
critical business function.
 One of the most important features of SMS/Text messaging is the ability
to immediately reach a customer anywhere and its low cost offer the
ability to reach customers.

2.6 Findings

The major findings of the study are as follows:

 Discovery of technology has led for the invention of digital marketing.

 Marketers invented conversion of traditional marketing into digital
platforms.
 Digital marketing has contributed to the globalization of world’s
economy.
 Competition among digital marketers has lowered the cost of products
leading to increased sales and higher revenue growth.
 Digitalization has motivated many unemployed youngsters to start their
own businesses in the form of start-ups.

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 In future decades, digital marketing is going to be the main medium of

communication.
 Invention of digital marketing has helped marketers during pandemic to
reach the customers.
 History of digital marketing shows huge advancement and development in
digital platforms which highlights the effectiveness and need of digital
marketing in present and near future.

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CHAPTER III: SUMMARY AND CONCLUSION

3.1 Summary

Marketing is the process of getting potential clients or customers interested in

your products and services. It involves researching, promoting, selling and
distributing your products or services. These days marketing is one of the key
aspects of businesses. Marketing is very broad and encompasses all the strategies
that help a company, brand, or individual achieves its objectives. It includes many
aspects like product distribution, promotion, designing and creating materials like
landing pages and social media content, improving customer experience, doing
market research, establishing market segments, and much more. Marketing is not
just one single strategy, but rather a combination of many different techniques and
tactics. Various strategies are implemented for marketing purpose. In simple
terms, business marketing strategies are a tool marketers use to outline their
various campaigns and marketing models. It’s the how of how you’ll get
customers interested in your products and services .Some of the marketing
strategies are, digital marketing, direct marketing, email marketing, mobile
marketing, social media marketing strategy, content marketing, marketing
communication strategy, internal marketing, portfolio marketing, cloud marketing
strategy, personalized marketing strategy, public relation strategy, SEO strategy
and many more. In this case study we will be exploring about qualitative aspects
of digital marketing.

The main purpose of this study is to make the qualitative analysis of digital
marketing. To make this report more understandable to the readers, available data
and information are presented in different suitable explanations and points This

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report work has been divided into three chapters. They are- Introduction, Results
and Analysis and Summary and Conclusion. To carry out the report work mainly
secondary data have been utilized. The necessary data are derived from the
concerned websites and previous reports.

To fulfill the objectives mentioned in the chapter one, a suitable research

methodology has been developed, which includes the qualitative analysis. The
major analysis consists of the theoretical aspects of digital marketing. Under these
concept, history, objectives, advantages, limitations and tools are also studied in
the chapter two. And at last, findings of the whole study with some suggestions
and recommendations have been provided which might be useful for the
concerned marketers and customers.

From this research what we can conclude is that the digital marketing plays
crucial role in marketing.

3.2 Conclusion

After drawing above findings we can conclude this report as the study of the
various aspect of digital marketing. This study particularly deals about the
evolution, advancement, merits, demerits and channels of digital marketing. This
report has mainly focused on growth of digital marketing from traditional
marketing, the various causes and inventions that led for the digitalization of
traditional form of marketing, the benefits derived marketers and customers, the
role digitalization has played to unite marketers and customers has been
thoroughly studied. This report also has been written by studying various articles
on the current scenario of the digital marketing and the various prospects the
future holds for both marketers and customers to make use of tools, strategies and
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values derived out of digitalization on the internet basis. Therefore this report has
been successful in analyzing and studying by referring different papers for
understanding the entire feature, advantages, disadvantages, tools that digital
marketing holds for the upcoming generations of users. This report is a ready
manual for any researcher, students or readers to study the qualitative aspects of
digital marketing.

After the completion of this report following recommendations could be drawn:

 Marketing in the digital form is the upcoming future, unemployed

individuals must be encouraged to think unique and implement their
business ideas. This would provide employment to large section of the
society.
 Government should create the proper environment for the smooth
operation of digital marketing.
 Parents must keep an eye on their children’s web-activities and marketers
must enable safe search in each and every websites and application.
 Proper knowledge must be transferred to people unfamiliar with electronic
devices. This enables them to use net banking facilities and utilize UPI
payments without actually involving in cash transaction.

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BIBLIOGRAPHY

Acharya, K.P. (2013).Project Management. (1stEdition).Kathmandu:Asmita

Books Publishers & Distributors (P) Ltd.

Bhole (2009). Financial Institutions and Markets, New Delhi: Tata McGraw-Hill

Education.

Saud. A.S & Bhusal. R.K(2014). E-commerce. Kathmandu: Kriti books

publishers &distributors Pvt. Ltd

Daniel, P & Aroma, G (2011). Research Methodology, New Delhi: Gyan

Publishing House.

Websites

www.google.com

www.scribd.com

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APPENDICES

1990- term ‘Digital Marketing’ was used for the first time

1993- first clickable web-ad banner

1994- invention on Cookies

1996- HotBot, LookSmart and Alexa were launched

1998- MSN search engine launched by Microsoft, Yahoo web search arrived
and big daddy Google arrive

1999- Web 2.0 launched

2001- First mobile marketing campaign i.e ‘Universal Music’ .

2002- launch of Linkedin,

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2003- MySpace as the first social networking site launched, followed by Orkut, and
later, Facebook

2004- launch of Gmail

2005- birth of YouTube

2006- search engine traffic touching nearly 6.5 billion in just one month, Microsoft
replaced MSN and launched Live Search, launch of Twitter, emergence of split test in
marketing, Amazon recorded e-commerce sales over 10 million USD.

2007- Hulu, and micro blogging site Tumblr launched, Iphone launched

2008- launch of Spotify

2009- launch of Google instant

2010- launch of WhatsApp

2011- Web use overtook TV viewership, launch of Google + and Google Panda

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2012- Social media marketing budgets increased by a whopping 64%, launch of

Google Knowledge Graph

2013- Yahoo! acquired Tumblr

2014- launch of Facebook messenger, and tailored ads on linkedIn and other
social platforms, mobile usage overtook the use of personal computers for
browsing and shopping, Facebook acquired WhatsApp

2015- ‘wearables’, predictive technology, and active content marketing, and

inbound marketing growth, Snapchat launches ‘Discover’ feature.

Fig 1: Timeline of history of digital marketing

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Table 1

Comparison of Traditional Marketing and Digital Marketing

Traditional Marketing Digital Marketing

 Expensive  Cost-effective
 Limited audience  A large number of audience
 Non-versatile  Variety of source
 Low conversion rate  Higher conversion rate
 Results cannot be measured  Measurable results
 Delayed communication  Immediate communication

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