dissertation

" The Study on Transformation And Evolution

From Traditional To Digital Marketing "

Submitted to
MBPG COLLEGE, HALDWANI

In partial fulfilment for the award of the degree of

Master of commerce

Submitted To Submitted By
Dr. Neeraj Tiwari Krishankant Arya
Assistant Professor Enrolment No : ku20131982
Department of Commerce Roll No : 2230130060037
MBPG College

Tanuja Gunwant
Research Scholar
Department of Commerce
MBPG College
 CertiFiCate

I hereby certify that Krishankant Arya, a student of M.Com 4th

Semester in the Department of Commerce at M.B. Govt. P.G. College,
Haldwani, Nainital, Uttarakhand, has submitted a dissertation titled
" The study on Transformation and evolution From Traditional to
Digital Marketing". The project work was carried out under my
supervision and has not been previously submitted for the award of
any degree to any other university/Institute. This research work is
being submitted for the award of the degree of Master of Commerce.

Place: Haldwani Dr. Neeraj Tiwari

Date: Assistant Professor
Department of Commerce
M.B. Govt. P.G. College
Haldwani, Nainital.
 deCLaration

I hereby affirm that the written submission reflects my ideas stated in

my own words. In case of any inclusion of others' words or ideas, I have
provided adequate citations and references to the sources used. I also
confirm that I have complied with all principles of academic integrity
and honesty and have not misrepresented any idea, data, fact, or
source in my submission. I am aware that any violation of these
principles can lead to disciplinary action by the university and can also
result in panel action from sources that have not been obtained when
needed. This document is being submitted to Kumaun University,
Nainital, Uttarakhand, as a requirement for obtaining the degree of
Master of Commerce.

Krishankant Arya
Student m.Com 4th-semester
 aCKnoWLedGMent
My sincere thanks go to Dr Neeraj Tiwari , my supervisor, for all of his
help, patience, and direction during the research and writing of my
dissertation. This work would never have been possible without his
encouraging words and perceptive judgment. I am grateful to you sir,
for your invaluable guidance and support during my research project.
I also want to express my gratitude to C.S Joshi (Head of the
Department of commerce, M.B.P.G College, Haldwani) and all of the
faculty members in the Dept. of Commerce, M.B.P.G. College,
Haldwani, Nainital, who helped and encouraged me during my
research project.
My heartfelt gratitude goes to my family for their constant support
and encouragement throughout my academic path. Their affection
and concern have been a continual source of strength and
encouragement throughout my studies.
Finally, I want to thank the participants in this study, without whom
this research would not have been possible. Their willingness to
share their experiences and ideas has improved this study and
helped to increase understanding of the subject.

Place: Haldwani Krishankant Arya

Date: Student M.Com 4th semester
 indeX

SR. PARTICULARS PAGE No.

No
1. Introduction 6-18

2. Literature 27-29
Review

3. Research 36-37
Methodology

4. Data Analysis 38-42

&
Interpretation

5. Suggestions 43-44
and conclusion
introdUCtion
INTRODUCTION

In the past century, companies have made a great

effort to leave their rivals behind throughout the process of globalization
and branding. Companies follow various strategies in order to adopt to the
competition and make a difference. Additionally, meeting and satisfying
customer needs have become much more difficult since customer
demands have increased. Moreover, since the beginning of the 21st
century, technology have been improving drastically, causing changes in
each and every part of our lives. Companies have inevitably been affected
by these changes and have started to use information and communication
technologies more and more in the market.
One of the advantages the Internet provides is that daily
problems can be solved easily and quickly. In addition to this, consumer
awareness takes a different shape with the advances in technology.
Consumers now can find various products and services and make a
comparison between them, especially with the help of social media.
Furthermore, companies are able to analyze the behaviors and habits of
consumers better with the help of social media. Companies which are
properly and constantly making editions and optimizations on their web
pages are one step ahead in digital marketing. It has become crucial to
know the type of search engines consumers use and whether they are able
to find certain companies on search engine maps. Advertisements, which
were once famous on newspapers, have been replaced with the ones on
the web.
In this study, you will be given conceptual information about
the stages of digital marketing in the beginning. Then the digital marketing
advertisements and the traditional ads will be compared in terms of
measurability. Finally, advantages of interactive media will be evaluated.
WHAT IS MARKETING?
Marketing refers to any actions a company takes to attract an audience to
the company's product or services through high-quality messaging.
Marketing aims to deliver standalone value for prospects and consumers
through content, with the long-term goal of demonstrating product value,
strengthening brand loyalty, and ultimately increasing sales.

WHAT IS TRADITIONAL MARKETING?

Traditional marketing refers to any form of advertising or promotional
activity that has been used before the rise of digital media. This can include
a wide range of activities, such as print advertising (e.g. newspapers,
magazines), broadcast advertising (e.g. television, radio), direct mail
marketing, telemarketing, billboards, and in-person events and activations.

WHAT IS DIGITTAL MARKETING?

Digital marketing (also known as data-driven marketing) is an umbrella
term for the marketing of products or services using digital technologies,
mainly on the Internet, but also including mobile phones, display
advertising, and any other digital medium. Digital marketing's development
since the 1990s and 2000s has changed the way brands and businesses
utilize technology for marketing. As digital platforms are increasingly
incorporated into marketing plans and everyday life, and as people use
digital devices instead of visiting physical shops, digital marketing
campaigns are becoming more prevalent and efficient.
TRADITIONAL MARKETING
Techniques of Traditional Marketing:-
Direct Mail

Direct-mail marketing creates awareness of a product through postcards,

brochures, letters and fliers sent through mail. Direct mail is called a
targeted type of marketing strategy because information is sent to a
specific target market. However, direct-mail marketing can be expensive as
a business incurs design and printing costs as well as postage expenses to
reach its target.

Print

Print marketing includes advertising products and services through

newspapers and magazines. Print marketing is both a mass-marketing and
niche-marketing strategy. As a mass-marketing strategy, printed
advertisements reach different classes of people, who might or might not
have an interest in the product. In magazines, print marketing reaches out
to the niche market that reads the magazine, such as women, fathers, teens
or car lovers.

Broadcast

Television and radio are traditional avenues still widely used. Broadcast
marketing reaches a large audience within a limited period of time.
Television advertisements also bring authenticity and realism to a product
as people can see how the product works. However, broadcast messages
have a shorter lifespan compared with printed messages.

Referral
Referral marketing, also known as word of mouth, relies on customers to
spread information about products or services. Referral is not a strategic or
planned marketing activity, but it might help a business build a loyal client
base. It also costs close to nothing for the business.

Billboards
Billboards are some of the largest forms of traditional advertising. Many
exist on the interstate to entice travelers to stop along their journeys. These
advertisements must be short and very visible to have an impact. It is also
important for the billboards to be placed in an area that receives a lot of
traffic, as well as in a reasonable proximity to the business.
Newspapers

Newspapers are one of the oldest areas in which to place advertisements.

With new editions daily, in most cases, this makes it also the most
disposable type of advertising. The effect must be gathered before the
consumer turns the page or the usefulness of the advertisement is gone
forever. Most newspapers have a readership that consists mostly of local
people to your area. however, there are a few national newspapers.
Consider your target market and which newspaper they are most likely to
read prior to purchasing newspaper advertisements.

Magazines

Magazines are more long-term versions of advertising medium, as opposed

to newspapers. While the magazine is most likely published monthly, many
keep their magazines for several months and read them more than once.
Additionally, magazines are more typically passed off to others than
newspapers, so there is a much higher chance that your advertisement will
be seen. The high gloss and color content of a magazine, versus a
newspaper, makes it a desirable form of advertising.
Advantages and Disadvantages of Traditional Marketing
Advantages:-
• Reach
You can reach a group of specific consumers that do not necessarily
utilize internet browsing.
• Face to Face Contact
Personalized marketing is considered to be one of the best strategies
and the most efficient method to gain recognition as a brand and
product.
• Tangible Offers
Traditional Marketing offers tangibility- this refers to ads or products
that clients contact in during their free time, like a newspaper ad for
example.
Disadvantages:-
• Expensive
Purchasing television, radio, or printed ads tends to be pricey for both
small and mid-sized businesses.

• Inefficiency
Unlike Online Marketing, it is quite difficult to measure the
conversion rate of your ads through traditional marketing, which
makes it difficult to have a good understanding of the efficiency of
your ads and the results they offer.
 • Forced Strategy
This type of marketing strategy is known to be a forced method of
selling a product, since the consumer is not necessarily seeking your
product in the first place.

diGitaL MarKetinG
Digital Marketing Tactics:-
• Content Marketing
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience and, ultimately, to
drive profitable customer action.

• Display Advertising

Based on your audience profile and your products, select ad space

in specific websites from where you can get good traffic. Display ads
can be anything from the banner ads to videos. In the online world,
it is considered as one of the most effective ways of digital branding.
Instead of developing text-based communication, create interesting
videos or images that will speak on behalf of your brand. Also, take
time to follow your targets and wisely choose the websites, which in
turn are followed by your audience group.
• Mobile Marketing

Mobile-centric ads are the current trend. From the in-app messages
to the videos, mobile advertising is the most effective way to
promote your brand. With the entire world going mobile,
developing short and crisp communication targeting the mobile
users is the best practice. As people carry their mobiles your brand
communication stays in their mind, for a longer time. While
developing mobile ads, ensure that it fits the screen sizes of all
hand-held devices. In this way, your message will be clear and you
shall successfully position your brand name in the minds of your
targets.

• Marketing Skills

Digital marketers support the wider marketing team and the

strategic goals of the whole company by rolling out marketing
strategies in the online environment, Hobson said. Digital marketers
strive to be a voice for the customer and how they want to interact
with a brand digitally, Rogers said.
• Email Marketing

Even with the emergence of social media, mobile applications and

other channels, email is still one of the most effective marketing
techniques, Rogers said. It can be part of a content marketing
strategy, providing value to consumers and over time convert an
audience into customers.

• Affiliate Marketing

With the increased prominence of online marketing, affiliate

marketing—also known as influencer marketing has become
popular among many organizations in bridging the gap between
consumers and organizations.
 • Search Engine Optimization (SEO)
Search engine optimization (SEO) is a technique that seeks to
improve the ranking of online material on search engines, such as
Google or Bing. If you have ever searched for something on Google,
you've likely noticed that even the simplest search can yield millions
of results. Yet, you probably rarely go past the first few suggestions,
let alone the next page,

• Social Media Marketing

Social media marketing is a form of digital marketing that uses social

networks, such as Twitter, Instagram, and Facebook, to reach
customers. A core feature of modern digital marketing, social media
marketing leverages the reach of social network platforms with
data-driven efforts to reach targeted consumers. The active user
size of social media platforms makes them particularly enticing to
marketers. One study published in January 2022 quantified the
number of active social network users in the billions

Advantages of digital marketing;-

1. Global reach - a website allows you to find new markets and
trade globally for only a small investment.
 2. Lower cost - a properly planned and well targeted digital
marketing campaign can reach the right customers at a much
lower cost than traditional marketing methods.
3. Trackable, measurable results - measuring your online
marketing 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.
Disadvantages of digital marketing:-
1. Skills and training - You will need to ensure that your staff have the
right knowledge and expertise to carry out digital marketing with
success. Tools, platforms and trends change rapidly and it's vital that
you keep up-to-date.
2. Time consuming - Tasks such as optimizing online advertising
campaigns and creating marketing content can take up a lot of time.
It's important to measure your results to ensure a return-on-
investment.
3. High competition - While you can reach a global audience with
digital marketing, you are also up against global competition. It can
be a challenge to stand out against competitors and to grab
attention among the many messages aimed at consumers online.

IS, DIGITAL MARKETING EFFECTIVE?

Digital marketing can be very effective, especially when

implemented correctly. Digital marketing offers a wide range of
tactics and channels that can be tailored to reach specific target
audiences, engage them in two-way conversations, and build strong
relationships with customers over time.
How and Why Digital Marketing Is Growing?

A business owner wants to go to the customer. Customers spend

more time and resources on online channels than ever before. They
are consuming ads on websites, apps, or social media. Businesses
have to personalize their content per their audience. Since this
audience hangs out online, digital marketing is growing. It's also
increasing because the digital marketing industry is thriving. Here’s
a digital marketing salaries guide showing the growth of digital
marketing from an employment perspective.

How Do Businesses Monitor the Success of Digital Marketing?

The impact of your digital marketing strategies depends on the KPIs

that are relevant to the branch of digital marketing and the tools
you are using. You use analytics tools like Google Analytics and Heap
to track these KPIs and get actionable insights. Website metrics such
as overall traffic, bounce rates, and average time per visitare all
important to look at. A company with more robust a social media
strategy might use different metrics, such as reach and impressions,
engagement rate, and click-through rate.

What Is the Heart of Digital Marketing?

The heart of digital marketing is knowing your audience. It doesn't

matter how much you spend on digital marketing strategies, or
what your digital marketing efforts include. If your business is
unclear about the audience and their pain points, there's no point.
Empathetic connection through consumer-focused content is vital.
This is true regardless of formats, platforms, and Google trends.
 ENHANCE DIGITAL MARKETING CAMPAIGN:

• Define your target audience: Clearly define your target audience

and tailor your messaging and content to their needs and interests.
Use demographic data, customer feedback, and analytics to better
understand your audience and create more personalized and
relevant content.

• Set clear goals and KPIs: Define specific, measurable goals and key
performance indicators. (KPIs) to track your progress and
determine the success of your campaigns. Use analytics tools to
monitor your metrics in real-time and make data-driven decisions
to optimize your campaigns.

• Optimize your website: Ensure that your website is user-friendly,

mobile-responsive, and optimized for search engines. Use
keywords, meta tags, and internal linking to improve your website's
visibility and ranking in search engine results pages (SERPS).

• Leverage social media: Use social media platforms to engage with

your audience, build relationships, and drive traffic to your website.
Use paid advertising and social media influencers to expand your
reach and increase engagement.

• Invest in content marketing: Create high-quality, informative, and

engaging content thatresonates with your target audience. Use
blog posts, info graphics, videos, and other forms of content to
attract and engage your audience.
THE 4 PS OF MARKETING AND THEIR IMPLICATIONS FOR DIGITAL
MARKETING
• Product
• Price
• Place
• Promotion

Product
This may be a physical product or a service proposition. The key here is
that something is developed that people actually want to buy. Some
businesses begin with a product and then try to force that on an
audience. If there is no demand for your product and no one is interested
then you will not be able to create demand.
Price
Pricing is the second P and one that can be more of a science than an art.
Understanding price elasticity and competitive positioning are angles to
consider but the key factor is whether the price reflects the amount that
people are willing to pay. The ‘willing to pay’ element depends on many
factors such as brand value, online reviews, product quality and others
but there are also numerous pricing tactics and strategies that can be
employed during the different phases of the product life cycle.
Place
Location, location, location. In the marketing mix, the process of moving
products from the producer to the intended user is called place. In other
words, it is how your product is bought and where it is bought. This
movement could be through a combination of intermediaries such as
distributors, wholesalers and retailers. Building your shop in the wrong
place decreases footfall and ultimately means fewer sales. Having your
shop in the right place but not having the stock in the shop is even worse.
Promotion
Promotion is what most people think of when they hear the word
marketing and consists of TV campaign, press advertising and display
banners. This is often the first time that people will have any relationship
with the company’s brand and in below-the-line marketing; this can be a
personal relationship. To be successful in digital marketing, first
impressions about the company are very important and hence so getting
the company’s promotion strategy right is vital

INDUSTRY PROFILE

Industry name Digital Marketing

Sub types Affiliate marketing, SEO,SMM

Sector Marketing

Audience Start-up, business and company

Content Analytics, Survey, video's and

feed's.

Revenue method Promotions, marketing, traffic

generation

Market size $321 B (Till January 2023)

USP Technology, easy access

Growth rate 13.1%

THE NATURE OF BUSINESS

SECTOR: TRADITIONAL DIGITAL MARKETING

INDUSTRY: MARKETING

Traditional Marketing:
Traditional marketing refers to the conventional methods of advertising
and marketing that have been in use for a long time. These include
advertising in print media such as newspapers, magazines, brochures,
etc., outdoor advertising like billboards and banners, and broadcast
advertising such as TV and radio commercials. These methods rely on
broad targeting and reach, and are relatively expensive compared to
digital marketing.

Digital Marketing:
Digital marketing refers to the use of digital channels to promote products
or services. Social media platforms, email campaigns, content marketing,
search engines, and mobile apps are some of the channels used in digital
marketing. It is comparatively less expensive than traditional marketing
because digital marketing strategies focus on specific target audience and
demographics, and are measurable in terms of return on investment
(ROI).

Industry Trends:
The marketing industry has undergone significant changes in recent years,
driven mainly by the shift towards digital marketing. While a significant
proportion of businesses still rely on traditional marketing methods, more
and more companies are shifting towards digital marketing due to its cost-
effectiveness and target specificity.
Some of the key trends in digital marketing include the use of social
media influencers, personalized marketing, and artificial intelligence and
automation in marketing campaigns. Social media influencers, who have a
large and loyal following on social media platforms, have become a key
component of many digital marketing campaigns.

Personalized marketing is also increasingly being used, wherein marketing

efforts are tailored to a specific audience based on their interests and
behaviours. Artificial intelligence and automation are being used to
optimize marketing campaigns and improve the customer experience

In conclusion, both traditional and digital marketing strategies have their

benefits, and companies must choose the best one based on their target
audience, objectives, and budget. However, the growth of digital
marketing is inevitable, and businesses must be willing to adapt to the
changing landscape to remain competitive.
SWOT ANALYSIS OF TRADITIONAL AND DIGITAL MARKETING

Strengths of Traditional Marketing:

o Reaches a wide audience: Traditional marketing has been around

for decades and has become a tried and tested method for reaching
a wide audience, through modes like television, radio, and print
advertisements.

o Tangibility: Tangibility of traditional marketing materials such as

flyers, brochures, billboards, etc., makes them easier to remember
and hold on to, thereby enhancing the brand recall value

o Familiarity for older audiences: People from older generations

might find traditional marketing methods more accessible, as they
are more familiar with them.

o Selective targeting: Traditional marketing offers easy targeting, as it

is possible to segment the audience based on geographical and
demographic factors and cater to specific audiences.

Strengths of Digital Marketing:

o Access to a global audience: Digital marketing reaches a vast

number of people worldwide via the internet.
 o Cost-effective: Digital marketing is much cheaper than traditional
marketing, making it suitable for small businesses and start-ups,
which may have a limited marketing budget.

o Real-time analytics: Online marketing metrics, or analytics, can be

monitored in real-time, allowing businesses to evaluate the impact
of their marketing strategies quickly.

o Personalization: Digital marketing provides marketers with the

potential to personalize their approach since it can track a user's
browsing habits, social media behavior, search history, etc.

Weaknesses of Traditional Marketing:

o Limited analytics: It is difficult to measure the performance of

traditional marketing. accurately. It's hard to know the number of
people who saw the advertisement or the number of conversions
achieved.

o Expensive: Traditional marketing activities such as creating TV

commercials, newspaper ads, flyers, or billboards are usually costly,
making them harder for small businesses to execute.

o Scope for errors: Traditional methods provide limited testing

opportunities, making it more costly and time-consuming to correct
errors or to change the strategies once implemented.

o Limited personalization: Due to the limited targeting capabilities

and inability to provide targeting beyond demographics and specific
locations, traditional marketing lacks personalization.
Weaknesses of Digital Marketing:
o Requires internet access: Digital marketing depends on users having
access to the internet, it may not be cost-effective if a business
wants to target users without access to the internet.

o Overwhelming competition: The number of digital marketing

strategies and competitors involved in the online market can make
it hard for a business to stand out from the crowd.

o Potential for errors: Although digital marketing offers real-time

analysis, the data collected can be overwhelming, resulting in errors
or an insufficient understanding of the data's real implications.

o Dependence on technology: If the internet or the power supply

goes down, then digital marketing strategies may become
ineffective and unavailable, making the brand invisible.

Opportunities of Traditional Marketing:

o Reach a wide audience: Traditional marketing methods allow

businesses to reach a large number of people at once regardless of
the demographics.

o Tangibility: Products and services could be presented to customers

physically in traditional marketing methods, creating lasting
impressions
 o Personal touch: Traditional marketing methods like handouts and
direct mails offer a personal touch that digital marketing can't
replicate.

Threats of Traditional Marketing:

o Cost: Traditional marketing methods like print ads, billboards, and

brochures can be quite expensive, especially for small businesses.

o Limited interactive capabilities: Traditional marketing doesn't allow

for two-way communication between businesses and customers.

o Difficulty in tracking results: Traditional marketing methods do not

offer good trucking options, so it is difficult to
understand their impact.

Opportunities of Digital Marketing:

o Targeted audience: Digital Marketing allows businesses to target a

specific audience more effectively.

o Cost-effective: Digital marketing methods like social media

advertising and email marketing are relatively cheap, making it a
more cost-effective option for small businesses.

o Interactive: Digital marketing channels like social media and web-

based channels allow businesses to connect and interact with
customers in real-time.
Threats of Digital Marketing:

o Over reliance on technology: Digital marketing relies heavily on

technology which can be unreliable at times.

o High competition: Digital marketing is highly competitive and

requires consistent monitoring and adjustment to be successful.

o Potential for fraud: Digital marketing can be prone to click fraud,

where businesses pay for clicks that do not lead to actual sales.
LiteratUre
reVieW
LITERATURE REVIEW
Neelika Arora (2013) Has published research article entitled "Trends in
Online Advertising" in advertising Express. The global online advertising
revenues are expected to touch US $10bn by 2015. In India, the revenues
at present are estimated to be Rs 80 cr. and are expected to increase six
times more within the next five years. In India, Internet as a medium is
accepted by a wider industrial segment that includes automobiles,
telecom, education, banking, insurance, credit cards. FMCG (Fast Moving
Consumer Goods), apparel clothing, durables, media, business services
and tourism. Out of these, it is estimated that the banking, FMCG and
insurance sectors together account for 45% of the total advertising spend.
Some of the top spenders in India are automobiles, followed by brands
like Pepsodent, Kelloggs, Cadbury, HDFC(Housing Development Finance
Corporation Ltd.) loans and Sunsilk. In addition to these the early
adopters in the field of finance and IT are also increasing their spending.
Globally, the trend is that almost 60% of the revenue goes to five firms
Goggle, Yahoo, Microsoft, AOL(America Online Launchersi, and Overture
Approximately, 90% of the Goggle revenues come from advertising In
India, portals like indiatimes.com, exchange4media.com, rediffmail.com,
agencyfaqs.com etc are attracting major online spender. This article
explains demographic profile of Indian users.

Sumanjeet (1998) Has published article on "On Line Banner Advertising"

in Indian Journal of Marketing Online banner advertising has great
potential as an advertising medium. It is easy to create, place and use. It
offers companies targeting well educated. Innovative, affluent
males/females or students with great potential for success as their
segments are highly represented.
Vikas Bondar (2015) He has published his article on "sales and marketing
strategies" Internet is a really good thing. The Internet gives people a
greater amount of information as we need. It is the best way to get a
comparison of the products that we need. If we are interested in buying.
it is best for us to check the Web sites. Also if we would like to make our
own Web page we can do this, without paying a lot of money. From
where do we set all this information? The answer is from advertising,
which we see. everywhere on TV on the Internet, in the newspapers and
more. Year after year we get more and more new, interesting information
and in the future the Internet use will increase more than now. This
article explains how internet is useful tool for advertisement.

Garder's survey (1983) The top priority in digital marketing investment

will be to improve commerce experiences through social marketing,
content creation and management and mobile marketing. Key findings
also revealed that a company' marketing success relies mostly on their
website, social marketing, and digital advertising, which are all parts of
digital marketing. In addition, savings made by using digital marketing can
be reinvested elsewhere. Normally, companies spend 10 percent of their
revenue on marketing and 2.4 percent on digital marketing, which will
increase to 9 percent in the future.

Taylor(2020) He had predict that all traditional outdoor advertising space

in major cities will be replaced by digital displays. It is worth nothing that
a lot of DOOH (traditional and non-traditional media interlink) can be
used in tandem with programmatic, to create an immersive experience
that changes based on real time variables.
Kaushik (2014) He is an Indian entrepreneur published an article in dec
2014 titled digital marketing and analytics are two ladders of magnificent
success Jaffrey Graham45 has published his article entitled "Web
advertising's future e Marketing strategy Morgan Stanley Dean Witter
published an equity research report analysing the Internet marketing and
advertising industry. The report studies research from dozens of
companies and calculates the cost and effectiveness of advertising across
various media. Branding on the Internet works. For existing brands, the
Internet is more effective in driving recall than television, magazines, and
newspapers and at least as good in generating product interest
Advertising in social media: How consumers act after seeing social ads.
Adapted from Nielsen (2012: 10), Social media has not only changed how
people communicate online, but it has also changed the consumption of
other media too, Online social connections are used to filter, discuss,
disseminate, and validate news entertainment, and products for
consumption (Ryan 2011: 15) The next chapters will. explain more about
each of the world's current most widely used social medius. There are, of
course, many other social networks and applications (apps) available but
considering the study, the focus is on the main Medias.

Freitas (1999) He has discussed how linked in is the main social platform
for B2B sales and how events are intertwined, this linking of traditional
and non-traditional in this sense is very measurable as there will be a
clear indicate of the number of consumers who have received the
message and the end result being a led conversion.
PROBLEM DEFINITION

Traditional Marketing:

▪ Decreased sales revenue: This problem might arise due to changes

in the market, decreased demand for the product, or increased
competition.

▪ Lack of brand awareness: Customers might not know about the

company's products or services, which makes it difficult to attract
new customers and increase sales.

▪ Limited reach: Traditional marketing tactics like flyers and billboards

have a limited reach and might not reach the desired target
audience

▪ Poor customer retention: Customers might switch to competitors

due to dissatisfaction with the product or service.

Digital Marketing:

▪ Low online visibility: A website might not rank high on search

engine results pages, reducing its visibility and reach.

▪ Low website traffic: A website might not attract many visitors,

reducing its chances of generating leads and revenue.
▪ High bounce rate: Visitors might leave the website quickly,
indicating that the website failed to meet their expectations or
provide useful information.

▪ Poor lead generation: Visitors might not convert into leads due to a
lack of trust, poor user experience, or madequate lead
generation tactics.
 researCH
MetHodoLoGY
RESEARCH METHODOLOGY
Steps or techniques used to identify, select, process, and analyze
information so as to clearly understanding the research problem with the
help of data or information. In this study both primary and secondary
data has been used for carrying out the result.
MODE OF DATA COLLECTION:
There are two types of data:
• Primary Data: Primary research is data which is obtained firsthand.
This means that the researcher conducts the research. Primary
research means going directly to the source, rather than relying on
pre-existing data samples.
• Secondary Data: Secondary research is also known as desk
research. This type of research relies on pre-existing data sources
such as company websites, articles and market research reports. It
is generally carried out at a desk, either offline (via books, research
documents, etc.) or online (via websites, pdf reports, etc.).
This study is based on secondary data which collected using different
websites available on the internet. We also collected data from various
websites available on the internet including the official website of the
company and other survey conducting websites
OBJECTIVES OF STUDY
• To study the effect of Digital marketing on brand awareness and overall
perception of the company.

• To know whether online marketing is better than offline marketing in

today’s scenario.

• To gather knowledge about the various modes of marketing.

• To evaluate the mode of marketing gives better results in terms of sale,

profit etc.

• To identify the satisfaction level of customers about online and

traditional marketing.
SCOPE OF STUDY
• Conducting market research to identify the target audience and
their digital behaviours and preferences.

• Evaluating and optimizing email marketing campaigns to improve

open rates, clickthrough rates, and conversion rates.

• Analyzing website traffic and user behaviour through web analytics

tools to identify areas for improvement.

• Developing a content marketing strategy that aligns with the

brand's messaging and business objectives.

• Creating and executing a social media marketing campaign to

increase brand awareness and engagement.
LIMITATION OF STUDY

• Sample bias: Research conducted solely through online surveys or

social media may only capture the perspectives of individuals who
are active online, leading to a biased sample that may not
accurately represent the larger population.

• Limited data access: Due to privacy concerns, researchers may have

limited access to data that digital marketing platforms collect,
making it difficult to accurately measure the effectiveness of certain
digital marketing strategies.

• Rapidly evolving technology: The digital marketing landscape is

constantly evolving. making it challenging for researchers to keep up
with the latest trends and best practices

• Difficulty measuring Impact: Measuring the impact of digital

marketing strategies can be difficult, particularly when it comes to
assessing long-term effects or determining causality.

• Limited generalizability: Results from digital marketing studies may

not be easily generalized to other industries or regions, as different
factors may come into play in different contexts.

• Lack of standardization: There is a lack of standardization in the

way that digital marketing metrics are defined and measured,
making it difficult to compare results across studies or platforms.
HYPOTHESIS

This study is conducted to assess the hypothesis that if company is

marketed through social media platforms, then what will be the
effects of this type of marketing on its image or awareness

NULL HYPOTHESIS [HO]- There is no significant relationship

between marketing the products on web through social media
channels.

ALTERNATIVE HYPOTHESIS [HI] There is a significant relationship

between the marketing on social media channels and its effects on
the company's brand.

HYPOTHESIS TESTING

NULL HYPOTHESIS (HO): There is no significant relationship

between marketing the products on web through social media
channels.

ALTERNATIVE HYPOTHESIS (HI): There is a significant relationship

between the marketing on social media channels and its effects on
the company's brand.

Results: Based on the results of our hypothesis testing, we reject

the null hypothesis and accept the alternative hypothesis. This
means that there is a statistically significant relationship between
marketing products on the web through social media channels. We
can conclude that social media marketing is an effective strategy for
promoting products on the web.
data anaLYsis &
interPretation
DATA ANALYSIS & INTERPRETATION

• Showing which method of marketing you prefer

Particulars No. of respondents Percentage
Online marketing 32 64
Traditional Marketing 18 36
Total 50 100

• Showing which method of marketing mostly preferred by people

Series 1
70

60

50

40

30

20

10

0
Traditional Marketing Digital Marketing

• Showing what are the benefits does traditional marketing offer over
the online marketing
Particulars No. of respondents Percentage
Wide range of 5 10
information
Low cost 6 12
Time saving 13 26
Ease of shopping 19 38
Interactive medium 7 14
Total 50 100
• Showing the benefits does traditional marketing offer over the online
marketing

Benefits
40

35

30

25

20

15

10

0
Wide range of Lowcost Time saving Ease of shopping Interactive medium
information

Benefits

Interpretation
It shows the benefits does traditional marketing offer over the online
marketing. 58% of respondents opinion that traditional marketing offer
easy of shopping over than online marketing, 26% of respondents opinion
that time saving is provided by traditional marketing, 14% of respondents
opinion that traditional marketing as a interactive medium and 12%
respondents opinion that traditional marketing offer low cost.10% of
respondents opinion that traditional marketing offer wide range of
information.

• Showing attentiveness in online marketing

Particulars No. of respondents Percentage
Strongly agree 4 8
Agree 25 50
Neutral 15 30
Disagree 4 8
Strongly disagree 2 4
Total 50 100
 • Showing attentiveness in online marketing
Chart Title
60

50

40

30

20

10

0
Strongly agree Agree Neutral Disagree Strongly disagree

attentiveness

Interpretation
It shows attentiveness in online marketing. 547% of respondents agree
that they are attentive in online marketing, 30% of respondents have
neutral opinion that they are attentive in online marketing, 8% of
respondents strongly agree that they are attentive in online marketing
and 8% of respondents disagree that they are attentive in online
marketing, 4% of respondents strongly disagree that they are attentive in
online marketing.

• Showing how would you rate traditional marketing

Particular No. of respondents Percentage
Excellent 8 16
Satisfied 23 46
Good 18 36
Fair 1 2
Bad 0 0
Total 50 100
 • Showing rating of traditional marketing by people
Chart Title
50
45
40
35
30
25
20
15
10
5
0
Excellent Satisfied Good Fair Bad

Series 1

Interpretation
It shows the rating given to traditional marketing by the respondents. 46%
of respondents are satisfied with traditional marketing, 36% of
respondents have good opinion about traditional marketing, 16% of
respondents have excellent opinion about traditional marketing, 2% of
respondents have fair opinion about traditional marketing, No one have
bad opinion about traditional marketing.

• Showing that getting a new product launching info via inline

marketing than a traditional marketing is more informative
Particular No. of respondents Percentage
Strongly agree 13 26
Agree 26 52
Neutral 9 18
Disagree 1 2
Strongly disagree 1 2
Total 50 100
 • Showing opinion regarding the statement that getting a new
product launching info via online marketing than a traditional
marketing is more informative
Chart Title
60

50

40

30

20

10

0
Strongly agree Agree Neutal Disagree Strongly disagree

percentage

Interpretation
52% of respondents agree that getting a new product launching info via
digital marketing is more informative than traditional marketing, 26% of
respondents strongly agree that getting a new product launching info via
digital marketing is more informative than traditional marketing, 18% of
them have neutral opinion, 2% of them disagree that getting a new
product launching info via digital marketing is more informative than
traditional marketing. 2% of respondents strongly disagree that getting a
new product launching info via digital marketing is more informative than
traditional marketing.
 • Showing how much people are satisfied with online marketing
Particular No. of respondents Percentage
Highly satisfied 6 12
Satisfied 23 46
Neutral 18 36
Dissatisfied 3 6
Highly dissatisfied 0 0
Total 100 100

• Showing how much people are satisfied with online marketing

Chart Title
50
45
40
35
30
25
20
15
10
5
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

Percentage

Interpretation
It shows the satisfaction in online marketing by the respondents. 46% of
them are satisfied with online marketing, 36% of respondents have
neutral opinion about the satisfaction of online marketing, 12% of
respondents highly satisfied with online marketing, 6% of respondents
dissatisfied with online marketing No one were highly dissatisfied with
online marketing.
sUGGestions &
ConCLUsion
SUGGESTION
• Know your audience: Understanding your target audience is
essential for creating effective digital marketing campaigns.
Research your audience's demographics, interests, and behaviours
to tailor your messaging and targeting.

• Use social media effectively: Social media platforms are an essential

part of any digital marketing strategy. Identify the platforms your
audience uses most and create a presence there. Engage with your
followers, share valuable content, and use social media advertising
to reach new audiences.

• Optimize for mobile: With more than half of all web traffic coming
from mobile devices, it's essential to optimize your website and
marketing campaigns for mobile. Make sure your website is mobile-
friendly and create mobile-specific content and ads
.
• Leverage SEO: Search engine optimization (SEO) is a powerful tool
for driving organic traffic to your website. Use keyword research to
optimize your website's content and structure, and focus on
creating valuable and relevant content that will rank well in search
engines.

• Use data to inform your strategy: Digital marketing generates a

wealth of data, from website analytics to social media engagement
metrics. Use this data to track the performance of your campaigns
and make data-driven decisions about where to invest your
marketing resources.

• Stay up to date with the latest trends: Digital marketing is a fast-

paced and constantly evolving field. Stay up to date with the latest
trends and technologies, such as AI, voice search, and
personalization, to stay ahead of the competition.
CONCLUSION
In conclusion, the transformation from traditional to digital marketing has
brought about a wealth of data that can help businesses evaluate the
success of their campaigns. By analyzing website traffic, social media
engagement, conversion rates, cost per acquisition, and customer lifetime
value, businesses can gain a deeper understanding of their marketing
efforts and make data-driven decisions.

The transformation from traditional to digital marketing has been

significant in the last few years. By incorporating digital platforms,
businesses can now reach a much larger audience quickly and efficiently.
The availability of data analytics and tracking tools helps businesses to
understand and evaluate the performance of their marketing campaigns
in real-time. This ensures that they can optimize their approach, deliver
targeted messages, build customer relationships efficiently and drive
engagement for better results. The digital marketing revolution has
transformed the way companies do business, providing many new
opportunities for growth and profitability. As a result, businesses that are
embracing digital marketing strategies are growing and becoming more
successful today.

Overall, digital marketing is a dynamic and challenging field that requires

businesses to stay up to date with the latest trends and technologies. By
implementing effective digital marketing strategies and leveraging the
power of AI, businesses can gain a competitive advantage and achieve
long-term success.
FINDING'S

• Social media is a powerful tool for reaching customers: Social

media platforms such as Facebook, Instagram, Twitter, and Linkedin
continue to be important for reaching customers and building brand
awareness,

• Video marketing is on the rise: Video content is becoming

increasingly popular as consumers prefer more engaging and
interactive forms of marketing.

• Mobile optimization is essential: With more than half of all web

traffic now coming from mobile devices, it's essential for businesses
to optimize their websites and marketing campaigns for mobile.

• Personalization is key: Consumers expect personalized experiences,

and businesses that use data to provide personalized marketing
messages and recommendations are more likely to succeed.

• Voice search is growing: With the increasing popularity of smart

speakers and virtual assistants, voice search is becoming an
important consideration for businesses in their digital marketing
strategies.

• Al and machine learning are transforming marketing: Al and

machine learning technologies are being used to optimize digital
marketing campaigns, personalize customer experiences, and
provide valuable insights into consumer behaviour.
BiBLioGraPHY
BIBLIOGRAPHY
LINKS:-
• https://www.mygreatlearning.com/blog/introduction-to-digital-
marketing/

• https://www.simplilearn.com/traditional-marketing-vs-digital-
marketing-article

• https://www.simplilearn.com/history-and-evolution-of-digital-
marketing-article

• https://www.perceptive.co.nz/blog/from-traditional-to-digital-the-
evolution-of-digital-marketing-strategy

•https://www.journalbusinesses.com/index.php/revista/article/view/295
/661

•https://www.researchgate.net/publication/303163963_Digital_Marketin
g_in_Indian_Context

• https://www.customermonitor.com/blog/from-traditional-to-digital-
the-evolution-of-digital-marketing-strategy

• https://www.studocu.com/in/document/itm-group-of-
institutions/management-of-new-ventures/299399529-finalproject-
report-on-digital-marketing/16260347
REFERENCE
Digital Transformation |Digital Transformation: Survive and Thrive in an
Era of Mass Extinction - Thomas M. Siebel - Google Books

Principles of Marketing | basic concepts of marketing | By Pearson by

Neelika Arora (Author), Gary Armstrong (Author), Prafulla Agnihotri
(Author)
Paperback : https://amzn.to/3AyKn9P

Marketing Management |marketing cases in the Indian context |

Fifteenth Edition | By Pearson by Avinash kaushik (Author), Keven Lane
Keller (Author), Others (Author)
Paperback: https://amzn.to/31GDAt
Kindle Edition: https://amzn.to/34fDIL3

Marketing 4.0: Moving from Traditional to Digital by Philip Freitas

(Author), Hermawan Kartajaya (Author), Iwan Setiawan (Author)
Kindle Edition: https://amzn.to/3r3hmzk
QUESTIONNAIRES
Q.1) Which method of marketing you prefer?

o Traditional Marketing

o Digital Marketing

Q.2) What are the benefits does traditional marketing offer over the
online marketing?
o Wide range of information

o Low cost

o Time saving

o Ease of shopping

o Interactive medium

Q.3) What is the attentiveness in online marketing ?

o Strongly agree

o Agree
 o Neutral

o Disagree

o Strongly disagree

Q.4) How would you rate traditional marketing?

o Excellent

o Satisfied

o Good

o Fair

o Bad

Q.5) Is getting a new product launching info via online marketing than a
traditional marketing is more informative?
o Strongly agree

o Agree
 o Neutral

o Disagree

o Strongly disagree

Q.6) How much people are satisfied with online marketing?

o Highly satisfied

o Satisfied

o Dissatisfied

o Not sure