SUMMER TRAINING REPORT ON

“A Comparative Study of Traditional and Digital Marketing and its various financial &
popularity differences in respect to AMG Events and Entertainment Ltd.”

Undertaken at:
“AMG EVENTS AND ENTERTAINMENT LIMITED”

Submitted in partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By
Name of the student: Anugrah Narula
Enrollment no.: 01717701718

Vivekananda School of Business Studies

Vivekananda Institute of Professional studies
Guru Gobind Singh Indraprastha University, Delhi
December - 2020

1
 TABLE OF CONTENTS

Topic Page No
Certificate 3-4
Acknowledgement 5
Executive Summary 6-7
Chapter I: Introduction 9-20
Chapter II: Review of Literature 22-28
Chapter III: Research Methodology (In case of Primary Data) 30-32
a.) Objectives of the study
b.) Research Design
c.) Data Collection
d.) Data Sampling
e.) Statistical tools used
Chapter IV:Data Analysis &Interpretation 34-58
Chapter V:Findings 60-61
Chapter VI: Conclusions& Suggestions 63-64
References/Bibliography 66
Appendix: Questionnaire 68-72
 To Whom It May Concern

I, Enrolment No. 01717701718 from BBA-V Semester of the Vivekananda Institute of Professional Studies,
Delhi hereby declare that the Summer Training Report (BBA 311) entitled “ A Comparative
Study of Traditional and Digital Marketing and its various financial & popularity differences in
respect to AMG Events and Entertainment Ltd"
At is an original work and the same has not been submitted to any other Institute for the award of any
other degree. A presentation of the Summer Training Report was made on and the suggestions as
approved by the faculty were duly incorporated.

Date: 15th September, 2020

Signature of the Student:

Certified that the Summer Training Report submitted in partial fulfillment of Bachelor of
Business Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi by Anugrah
Narula, Enrolment No. 01717701718 has been completed under my guidance and is
Satisfactory.

Date:
Name of the Guide: Ms. Aashu Agarwaal
Designation: Assistant Professor
Signature of the Guide
 ACKNOWLEDGEMENT

This report would have been quite impossible without the immense
help and pleasant environment offered at AMG Events & Entertainment
Ltd., wherein they hired me as an intern for Two Months. I am deeply grateful to the entire
management of “VSBS (VIPS)” for giving me an opportunity to work on the practical aspect of life.

At the outset of this report, I would like to thank all those who helped me directly or
indirectly and whose diligent efforts made this report possible. To start with, I would like to thank AMG
Events & Entertainment Ltd. and Vivekananda Institute of Professional Studies for providing me the
chance to undertake this internship study and allowing me to explore in all management areas like Marketing
and HR.

I express my sincere gratitude and thanks to Mr. Aayush Goel for giving me an opportunity to enhance my
skill in my project. I am thankful for his guidance, patience and consummate support. I extend my heartiest
thanks to him for enlightening my path. Without her sincere advice, this project has been impossible.

Moreover, I would also like to thank the various people who were involved with this project and gave me
invaluable guidance in this regard. Without their help, this project would not have been as comprehensive
and detailed as it is.
I also feel grateful and elated in expressing my indebtedness to all those who have directly or indirectly
helped me in accomplishing this research.
EXECUTIVE SUMMARY

Name: ANUGRAH NARULA

Roll number: 01717701718

Organization Name: AMG Events and Entertainment Ltd.

ORGANISATION DESCRIPTION:-

AMG Events and Entertainment Ltd. Is a fully integrated media and

Event management with extensive
Experience in organizing and managing corporate events, experimental
Marketing, product launches,
Retailtainment, theme parties, weddings and sporting events.

PROJECT TITLE: A comparative study of traditional and digital

Marketing and its financial and popularity differences with respect to
AMG Events and Entertainment Limited.

BACKGROUND:

To study the various methods of traditional and digital marketing and

Their respective market popularity and financial feasibility, with heavy
Emphasis on the CoVID-19 pandemic and subsequent lockdowns.

INTERNSHIP EXPERIENCE:

 Keeping finance as a core interest and job profile, I was employed as a

Finance Intern specializing in Book-keeping and Analysis
 Responsibilities included maintaining the company’s books of accounts,
estimating event budgets and costs while also undertaking limited part in other
fields such as digital marketing analysis.
 For the purpose of this project, a Primary study via Questionnaire was
conducted by me to gauge the popularity and financial choices of active and
prospective clients.
 Emphasizing on the fact that AMG Events focuses heavily on marketing and
event management and with the advent of CoVID-19 pandemic and subsequent
lockdowns, it was decided by the company to undertake a study regarding the
popularity and financial differences between traditional and digital marketing.

 Rationales behind the project are:-

1. To check the influence of negative externalities on marketing choices of clients.
2. To check the market choices of clients in respect to preferences in marketing
methods
3. To assess the popularity of marketing techniques and methods on the basis
of their costing
WHY HAVE I CHOSEN THIS PROJECT AND ORGANISATION?

As a BBA student, we have to undergo a mandatory summer training programme after

the end of 4th semester for a minimum duration of 6 weeks. My area of interest in terms
of academics and job profile is finance and research.

The primary reason for selecting AMG Events and Entertainment Ltd is that start-ups
provide a more direct and enriching first-time corporate experience and also allows room
for improvement and exploration of other fields of interest and providing tons of practical
knowledge and exposure.

DURATION OF PROJECT: 08 May 2020- 25 June 2020

With the advent of the World Wide Web and major e-commerce sites and search engines
such as Amazon, Flipkart, Google, Bing Search, DuckDuckGo, etc., the need for an
online marketing platform arose in order to capitalize on the vast outreach of the internet
and tapping new markets.

Since the liberalization and technological revolution in the Indian Economy, digital
marketing has emerged as a significant core activity for many online as well as offline
business groups as it allows them to reach out to millions of netizens in an instant for
relatively lower costs.

It is projected that the overall digital marketing outreach in India can increase to nearly
750 million users by 2030, keeping in view the availability of high-speed cheap data and
the increasing number of internet users.

Marketing techniques highlighted in project have been elaborated extensively in the

study.
Chapter 1: Introduction
 CHAPTER 1: INTRODUCTION

1.1) MEANING OF CONCEPT

TRADITIONAL MARKETING

Traditional marketing refers to any type of marketing that isn’t online. This means print, broadcast, direct
mail, phone, and outdoor advertising like billboards. From newspapers to radio, this method of marketing
helps reach targeted audiences.

Traditional marketing is not only one of the oldest forms of marketing, but also one of the most researched.
Marketers lean towards this method because it’s tried and true. Everyone encounters some sort of traditional
marketing in their everyday lives, whether it’s getting the mail or your daily newspaper.

Traditional marketing plays an important part in reaching local audiences. Ads can be kept for a long period
of time, if they’re physical. Plus, there’s an audience who’s easier to reach through traditional marketing
than online marketing

Online marketing v/s Offline Marketing: Advantages and Disadvantages

Measurability
Online marketing tools like Google Analytics and AdWords make gathering data and analyzing the
multitude of metrics available on the web easy and intuitive. They can show you the indirect and direct
impact an online marketing strategy has on your ad visibility, clicks and most importantly conversions to
ecommerce sales. Conversion is an easily measurable metric in which you can calculate exact ROI and
measure the effectiveness of a given digital strategy at converting clicks to sales.
When it comes to offline marketing there really is no effective way to measure the conversion, visibility, or
overall effectiveness of an ad, because it’s impossible to tell from print media, radio or TV ads whether the
audience was, or was not, persuaded to make a purchase. Although, it is possible to utilize a separate phone
number to be shown only in that particular ad, but an advanced tracking system would need to be established
ahead of time to track to sales and not mess with other promotions.
Long-Term Exposure
Online marketing and SEO in particular is a continuous process that can provide long-term exposure to a
target audience if implemented properly.
Offline marketing strategies, on average, only run for a period you pay your broadcaster for it.
Advanced Targeting
Digital marketing makes targeting a specific audience incredibly precise. Sites like Facebook, Google and
Instagram can target ads directly to the chosen audience and even display how many people that the ad
reached. Ads can be targeted to a very specific or broad audience and can even be set to run only during a
certain period of time with in a specific geographic area.
Traditional marketing strategies offer only limited ability to target a specific audience. This is done by
running ads for home appliances in magazines or in commercial run during a show about home
improvement. The goal being to reach the target audience who they suspect is more likely to be reading a
home improvement magazine or watching a DIY show.

Real-Time Results
The opportunities available to online marketing campaigns in terms of speed of ad placement, adjustment,
targeting, and data retrieval are invaluable and instantaneous. Online marketing can be a long process but it
is possible, and rather easy, to see and measure the result of an online marketing strategy immediately after
its implementation.
TV, radio and print media can only be measured, adjusted and targeted at the speed in which the newspaper,
billboard company, or radio station can run the ad, retrieve the small amount of data it was possible to
collect, return that data to the customer for analysis and implement a new strategy.

Comparison Traditional Marketing vs. Digital Marketing. Top 5 Channels

1. Direct Mail vs. Email

When considering the various ways to reach a target audience marketer should consider Direct Mail v/s
Email determine whether online or offline will return the most on the investment.
Marketing items sent via direct mail can cost anywhere from 30 paise to more than Rs10 per item, depending
on how much was spent on design, marketing copy, mailing lists, printing, and distribution costs. Many
businesses find it more cost effective to conduct direct mail campaigns in house, where they only pay for the
cost of the printing and distribution.
Launching an email marketing campaign is a relatively simple process. Potential marketers should consider
the following when launching an email marketing campaign.

 The email addresses of your current or potential customers.

 The email marketing content piece should provide value to the potential customers targeted by the
campaign.
  Subscription software is available and allows for scheduling and distributing an email marketing
campaign to large numbers of recipients.
 Email templates are available on a number of online sites for a small fee. Marketers may also hire a
graphic designer who will professionally design the email for approximately Rs50-Rs75/h.

Advantages and Disadvantages:

Direct Mail Marketing may return very little in terms of results, which are hard to measure and collect
customer’s feedback. But here is one secret method to improve the performance of your direct mail
campaign: send handwritten letters on holidays to your previous customers. In today’s digital age of printed
materials, handwritten letters stand out.

The effects of online marketing, like email, are easy to measure through a variety of metrics like delivery
rate, open rate, click through rate and link clicks. Email campaigns are an easily shareable marketing
strategy that builds relationships with potential customers and garners feedback as to its effectiveness, as
well as increasing brand awareness to a specific target audience

2. Bus/Taxi Ads vs Google Display Ads

Advertising on large banners or on vehicles like a bus or taxi is a common enough marketing strategy for
many business, but let's take a closer look as to the effectiveness of banner advertising when considered
against online marketing.

Bus/Taxi Ads

Bus advertising is available in every city large enough to support a public transportation system. That may
sound like a large number, but that is excluding a vast number of potential customers who live in rural areas.

The Cost of Bus Ads

The cost of bus advertising, like in most of traditional marketing, outweighs that of online marketing. In
order to compare however, let’s take a look at the individual costs that make up a bus ad campaign.

1. Ad Format and Design

Bus advertising varies depending on where on the bus the ad is located, such as the exterior for “king, queen
and tail” size ad formats and in full wraps that encompass the entire exterior of the vehicle itself. Designs
cost on average Rs1000 to Rs5000 per ad.
 2. Calculate a Budget
. Calculating a budget is a critical step in the bus advertising campaign process as it will determine the size
and format of the bus advertisement. For larger cities the recommended minimum spend amount is Rs10,000
per month, Rs5000 per month for medium-size cities, and Rs2500 per month for smaller cities.

Choose a Start Date and Advertising Duration

As in all marketing it’s important to launch a bus advertisement before the launch of the new product or
service and run that ad for the most cost effective amount of time. The third and fourth quarters of the fiscal
year usually sell out the fastest, while the first and second quarters generally have more availability.
Minimum duration of a bus advertisement is 4 weeks on average, while the recommended duration is 12
weeks.

DIGITAL MARKETING

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name for
marketing activity carried out online, as opposed to traditional marketing through print media, live
promotions, tv and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is the
Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness. Compared to
traditional methods of advertising, Digital Marketing offers rather realistic costs (particularly important for
Small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.

The basic advantage in this form of advertising lies in its low cost model. Digital Marketing can be classified
into Pull and Push marketing.

Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the content
via web searches. Web site/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
Push digital marketing technologies involve both the marketer (creator of the message) as well as the
recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples,
the marketer has to send (push) the messages to the users (subscribers) in order for the message to be
received.
Web Site Designing
From the initial process of taking inputs from clients, planning on the basis of such inputs to final
implementation and testing – all are done using latest web designing techniques and skills. Our services have
the advantage of offering clarity in its design style, which is backed up with an easy and free flowing content
and latest technical know-how. Not only have we provided affordable web site design and ecommerce web
development services but also search engine friendly designs. Our Service Includes
 Website Design
 Website Redesign
 Shopping Cart Web Design
 Detailed and Advanced Page Layout
 Custom Logo Design
 Banner Ads
 Custom Graphics Design using advanced design tools.

Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage customers in a more
personalized way. Digital marketing trends that organizations are rapidly embracing include
Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart phone, and one
in every 17 owns a tablet. That's an increase of nearly 1.3 billion smart phones in last four years. Therefore
an increased user base accessing the internet via smart phones has prompted many companies to optimize
their online content for mobile devices.
Social media:
Organizations are focusing on engaging with customers through social media to offer real-time interactions.
Social media helps organizations reach out to a vast pool of potential customers by supplying them with
medical and campaign-related information.
Social-Local-Mobile marketing:
Sharing, review reading via social media and the evolution of Global Positioning System (GPS) are helping
companies leverage Social-Local-Mobile marketing activities.
Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new dimension with the delivery of
unique, personalized, and relevant messages through identified digital channels. Email is one of the most
preferred marketing channels to broadcast targeted organization messages and campaigns to existing and
prospective customers.
Advanced analytics:
Increased adoption of digital channels is generating large volumes of customer behavioral data. Advanced
actionable analytics can help organizations define targeted marketing strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are focusing on
SEO efforts and paid search advertising for enhancing the visibility of their products and services.
One more trend that has been observed recently is the continually mounting costs of pay-per-click (PPC) that
has resulted in the increased disappointment with this form of search engine Advertising. According to
experts, the reason behind such high costs is the huge investments made by large business concerns.
Consequently, online business owners have now turned to the organic search results delivered through
search engine optimization to enjoy so many advantages. There is currently more emphasis given to user-
generated content, improved conversion rates, location- or language specific campaigns, and E-mail
newsletters.

1.2) OBJECTIVES OF STUDY

 Growth of digital marketing in India since 2001 and more importantly during the CoVID-19 pandemic.

 Studying various differences in traditional and digital marketing

 Analyzing the outcomes of implementing various marketing techniques and their popularity

 Checking the financial costing and feasibility of both traditional marketing as well as digital
marketing projects

 To study consumer preferences in regards to traditional and digital parameters on the basis of various
parameters such as outreach, flexibility, costing, budgeting, etc.

1.3) SCOPE OF STUDY

1. To study the impact of traditional and digital marketing and in particular pertaining to AMG Events
and Entertainment Ltd. And its clientele

2. To compare the financial cost and returns of traditional and digital marketing
1.4) COMPANY PROFILE

We are AMG Events & Entertainment, The event management organization based in Bhopal, India. In event
management, we believe that there is no better business referral that that given by a satisfied customer,
whom is why we are committed to finding out what exactly our customer's needs are and delivering
solutions that meet, and often exceed expectations.
We can tailor an event package to fit your requirements for any event no matter how big or small. We can
organize any event from a garden party to a wedding anniversary, from a product launch to a corporate
event. We can even supply solutions in order to add to your existing event capability by providing catering
services, entertainment solutions, amusements and our team can even provide technical support with
extensive industry experience in sound and lighting solutions in both theatre and live events.

If limited budget get or your own inclinations make you want to plan most of the event yourself, but you
need some initial direction, we should be delighted to consult with you to get you started by recommending
ites or resources, helping you develop a theme, decoration scheme, or budget. The event though would be
you’re to plan and run.
This may be the answer to your dilemma: well create your entire event - dream it up, plan it, run it. You get a
thoroughly planned and organized event with the additional enormous benefit of having the person on site
who is most knowledgeable about all of the arrangements - balloons to boutonnieres. You will be able to
relax and enjoy yourself, or at least attend to other matters, while being confident the event will run as
planned.
In the simplest of terms we are an events company. We do all kinds of events, for all kinds of organizations
that engage all kinds of people.
We believe passionately that every event is unique, organic and requires continual development. To create
such events requires experience, skill and specialist knowledge.
We have experience and expertise across the full event spectrum, from large conferences to seminars and
workshops; product launches to gala dinners; indoor and outdoor, we’ve organized pretty much most things,
and if we haven’t we’ll tell you because we like a challenge, and have faith in the team.
Most importantly we work with clients to make the things they want to happen, reality.
2. Why Us

 A successful and memorable event can have a tremendous impact on your business or organization.
  A unique experience can establish or reinforce a positive image of your company amongst clients
and associates, and powerful relationships can be formed or strengthened.
 At AMG Event & Entertainment, we recognize the enormous importance of a well-planned, top-
quality and entertaining event.
 That's why AMG Event & Entertainment has always strive in providing prestigious yet cost-
effective events, launches and road shows for various organizations.
 From Sound & Lighting Equipment's to Celebrity Performers to Conceptualizations, AMG Event &
Entertainment has the experience, expertise and personnel to make your event, fun, meaningful-and
unforgettable.
 AMG Event & Entertainment is not a One-Size-Fits-All vendor of "off the rack “event packages at
discounted prices. Instead, AMG Event & Entertainment strive to become a strategic partner with
your company, working closely with you to create a unique and memorable event.

3. Quality Policy

At AMG Event & Entertainment, meeting your budget and exceeding your expectations are our primary
objectives.
We understand that working with your business is our privilege, and our objective is to earn the honor of
being your annual "go-to" partner for any events and functions.
We at AMG Event & Entertainment always maintain a high standard in Quality for all equipment's used as
well as performances during any event.

4. Services

1) Event Management Services

 Award Ceremonies
 Carnivals
 Club parties
 Fashion Shows
 Private parties
 Birth Day Party
 Theme Party
 Stage shows
 New year and Valentine Balls
  Variety shows and competition
 Dance troupe management
 Venue Finding Management

2) Corporate Entertainment

 Conference Management
 Seminars and workshops
 Product launch parties
 Promotional campaigns
 Corporate Balls
 Retirement Party
 Inauguration Ceremony
 Corporate Gift Management
 Advertisement management
 Road Shows

3) Exhibition/Trade Fair
4) Royal Weddings
5) AMG Productions

 Stage Management
 Conference Set Ups
 Exhibitions
 DJ Setup
 Fire Works
 Emcees ( Male /female)
 Magicians & Clowns
 Bouncer Management
 Manpower management
 Cheer girls & Bartenders
 Promoters & Banner boys
 LCD projectors & Screens
 Professional sound & lights
 Fashion shows, model ( male / female)
 Balloons & retail outlets decoration
 Assistance in production of printed material

5. Clientele

 IDEA
 Airtel
 BSNL
 BHEL
 Maruti India Ltd.
  Ford Motors
 Godrej
 HDFC
 Honda
 ICICI
 Kotak Mahindra
 Reliance Life Insurance
 Virgin Mobile
 Nyle Shampoo
 ZEE TV
 Sony Entertainment
 Set Max
 Star Plus
 Radio Mirchi
 Leeds Met India, Bhopal
 JICM, Bhopal
 DPS, Bhopal
 Aakriti Group
 D B Malls
 Sanjay Steels
 Kwality Sweets

Aim-
Any event management company can help you choose linens, organize catering or find a hotel for your
event. It takes a real partner to get to know your business, understand your objectives, and design and deliver
an event that will help you achieve your goals.

Objective-
At AMG Events & Entertainment, we believe that each event is unique, with its own objectives and
challenges. We also know that in order to deliver a successful event, you need an event management partner
that understands this. We believe events are so much more than parties and conferences. Events connect
people, breed innovation, build communities, and spark change.
 1.5) Industry Profile

Business management and organizational skills put together with a lot of creativity goes into successful
Event Management. As an Event Manager you could be involved with parties, ceremonies, awards and
felicitations, exhibitions, conferences, radio, television or reality shows, concerts and many more. The
process involves all the small and big steps beginning from conceptualizing to finally managing the event.

The EEMA [Event and Entertainment Management Association] brought out a report in September
2017. Some of its significant findings were:-

1. The Indian Events industry is expected to cross the 10,000-crore mark by 2021.
 This figure represents the organized events in the country only 50% of the total
industry.
 The figure also excludes induced revenues.
 Direct benefits such as telecast rights are also excluded in this figure.
2. By the year 2017-18, it had a value of US$ 1 billion.
3. It has been growing at the rate of a 16% CAGA overpowering the Entertainment and Media industry
growing at an 11-13% CAGA.
4. In the coming years it is expected to grow at a rate of 20%.

Reasons for Growth of Event Management

Following factors can be attributed to the rise of event management in India:-

1. Rise in disposable household incomes

2. Improvement in consumer preferences and tastes

3. Advent of new event types such as destination weddings and “ice-breaker” corporate sessions

4. Increased digitalization and expansion to rural areas

5. Increase in government marketing initiatives and schemes

6. Introduction of small business supporting schemes by Govt. of India

Chapter 2: Literature Review
 LITERATURE REVIEW
The online-to-offline (O2O) marketing model is also known as the online and offline integration model.
Alex Rampell, the chief executive officer and founder of TrialPay, stated that the key to O2O is that it
locates customers online and brings them into real-world stores (TechCrunch, 2010). The model is a
combination of a payment model and foot traffic generator for merchants (as well as a “discovery”
mechanism for customers) that enables offline purchase. For example, an online channel cannot provide an
actual restaurant experience and is used only to trade goods unilaterally. By contrast, an offline channel
cannot provide people with information on store location or promotions. Therefore, a complementary model
that enables the industry to attract additional customers to the physical store is necessary. The Online
Economy (2012) indicated that because of the increase in social networking sites and location-based
services, customers currently obtain preferential information on products through both channels and then
purchase the products in a physical store (The Online Economy, 2012). Conway (2011) surveyed currently
available methods for four O2O models: the traditional online store, location-based services, social
commerce, and group purchasing. In addition, the O2O marketing model has become a critical topic in
channel integration (Business Inside, 2011). Customers will consider to various factors to adopt the most
appropriate channel to execute their transactions. For instance, if customers seek to search for information
quickly, they would select an online store or use a mobile device to search for information. Conversely, if
customers want to try on or touch a product, they would visit a physical store to locate a product. Therefore,
we believe that understanding the customer factor of search and purchase and the subsequent adoption
behavior are crucial. Moreover, marketers need to mix their marketing resources on offline and
online/mobile channels to effectively and efficiently catch their targeted customers.

Pivush K. Sinha et. al acknowledged main considerations which the Indian consumer keep in his/her mind
while purchasing any goods. The research team studied on over 293 participates through e-mail.

The literature review related with Online and Offline consumer behavior projects that there is lot of research
work done in this stream, many among them is harder to be stated in here. But the above research papers
review surely shows that there is a vital need to understand more and more the internet/online shopping
attitude and behaviour of customers, as the new era indicated the glimpse of internet shopping only in
coming future and our customer might totally depends only on internet shopping in future. So marketers
must clearly define and differentiate the parameters and characteristics which segregate the behaviour of
online and tradition purchasing of goods and services. In the above review we have found out some drivers
and purchase intentions which incline a customer towards one side among two sides of a stream; i.e., Internet
based store shopping of just traditional store shopping. Further our research suggest if a marker want to go
for traditional store he/she needs to form different kind of marketing strategy as compared to if he/she wants
to go for internet based store. Our research also suggest that if a customer is internet savvy it doesn’t mean
that he/she will buy only through
online store. Customers may uses the Internet only to compare prices, product design and features and also
after sale services given by the manufacturers and may make purchasing from traditional stores.

Measuring Social Marketing

The often-unanswerable prediction is whether online marketing campaigns will be effective in the short and
long terms (Oracle, 2008). Online marketing is difficult to execute successfully and measure adequately
(Ranaweera & Prabhu, 2003). The quest for reliable metrics means that some marketers will shy away
from implementing online tactics that draw only short-term attention to tactics that actually allow for
prospect identification and capture of behavioural data (Riegner, 2011). Based on Trusov, Bucklin and
Pauwels (2009), much of what happens in social marketing are little more than experimental, or simply
about “insights” rather than metrics.

Many marketers feel the need to “tick” the social media box and demonstrate how cutting edge they are,
while the primary drivers of their campaign remain embedded in traditional media (Guba & Lincoln, 1991).
There is a need to affect a paradigm shift from a traditional “more is better” approach. While many social
marketers fixate on volume metrics (website traffic, hit rates, click-troughs, time spent on-line, postings etc.),
successful social marketing often depends more on qualitative metrics for desirable signs of the tone, quality
and customer benefit of the interaction (Cronin, Brady &Hult, 2000; Fisher, 2009). Such metrics not only
measure whether people are engaged, but how they are engaging (Keller & Berry, 2006). However, such
metrics often need to be customized for individual campaigns and need to be considered in the pre-launch
phase, ideally incorporated in message testing (Robey, 2011).

Baker (2009) stated that consumers learn about brands through social media. Harridge and Quinton (2012)
estimated that consumers generated more than 500 billion impressions about products and services through
social media in 2011, approximately one-quarter of the number of impressions created through all forms of
online advertising. Those earned media impressions help people learn about products
In a recent study, Riegner (2011) found that Facebook users are over 50% more likely to recall an ad when
their friends are featured in it. For instance, the percentage of consumers who use ratings and reviews to
inform their decisions about online purchases increased from 12% in 2009 to 57% in 2011. Consumers
increasingly consult social media as they purchase.

Kaplan and Haenlein (2010) they define social media as “a group of Internet based applications that build
on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user
generated content.”
Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad term that
describes software tools that create user generated content that can be shared.” However, there are some
basic features necessary for a website to meet the requirements as a social network website: the site must
contain user profiles, content, a method that permits users to connect with each other and post comments on
each other’s pages, and join virtual groups based on common interests such as fashion or politics. (Gross &
Acquisti, 2005; Ellison, Steinfield & Lampe, 2007; Lenhart & Madden, 2007; Winder, 2007; Boyd &
Ellison, 2007 as cited in Cox 2010).

The phrase social networking sites’ is often used interchangeably with social media. However, social media
is different because it allows participants to unite by generating personal information profiles and inviting
friends and colleagues to have access to those profiles (Kaplan and Haenlein 2010). Thus, social media is
the environment in which social networking takes place and has altered the way in which consumers gather
information and make buying decisions.

Social media has advanced from simply providing a platform for individuals to stay in touch with their
family and friends. Now it is a place where consumers can learn more about their favourite companies and
the products they sell. Marketers and retailers are utilizing these sites as another way to reach consumers and
provide a new way to shop. “Technology related developments such as the rise of powerful search engines,
advanced mobile devices and interfaces, peer-to-peer communication vehicles, and online social networks
have extended marketers’ ability to reach shoppers through new touch points” (Shankar et al. 2011).

Palmer and Lewis (2009) Social media has gained a lot of popularity over the past few years and as a result
of this popularity, other traditional Media have experienced decline in both business and popularity. They
argued that the main stream media channels have faced many challenges in recent times that have led to
closure with TV facing down turn in their profits levels. Palmer and Lewis are correlating the performance of
these traditional channels to the rise of social media in marketing and brand management. As a result of
completion and tough economic environment, companies have tightened their budgets especially advertising
budgets which have shifted to online channels.

According to Forrester research study (2011) by Ernst.J, David M. and Cooperstein, Dernoga M, found
that companies (brands) are gradually shifting their advertising priorities to align better with today's buyers.
Today’s buyers are tech savvy and social media maniacs. Therefore it is the proliferation of the social media
network services in brand management and marketing that bring us to the attention of social media networks.
First, the researcher will define social media and then outline those networks that are driving the debate.
Chaffey et al. (2003) describe internet marketing as the application of the Internet and related digital
technologies to achieve marketing objectives (Chaffeyet al. 2003, 1). These marketing objectives can be
realized by use of social media networks which is a subset of internet application. Social media networking
platforms serve as a tool for marketers (Qualman, 2010). This implies that Facebook, twitter etc. are means
of accomplishing marketing strategies through the internet. It is therefore imperative for marketers to find
suitable platforms to suite their marketing objectives. A good marketing objective enables marketers to
acquire new customers, while retaining the already existing ones through customer satisfaction.

Kaplan and Haenlein (2010) define social media as “a group of Internet based applications that build on the
ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated
content.” According to Kaplan and Haenlein (2010) web 2.0 is a platform where content is continuously
altered by all operators in a sharing and collaborative way. Web 2.0 is a web based technology which helps
to create highly interactive platforms through which individuals and communities share, co-create, discuss
and modify user –generated content. Social media are the websites which are build upon the technological
foundations of web 2.0 that help a user to create use generated contents that can be shared. This technology
allows a user to create and publish the content on the social media networks. This information can be shared
with other members of the social media website, who are connected with the user. This process is interactive
where other members can also respond in different ways.

Mangold and Faulds (2009) describe ―social media as the set of online word of mouth forums which
includes blogs, discussion boards, forums or social networks to name a few. Using all mobile and web-based
technologies, social media creates highly interactive platforms by bringing together individuals and creating
communities. Internet has a lot of websites; each of them has different functional attributes and caters to
different sections of society. Websites like facebook are for general masses but LinkedIn is focused on
professional networking. Media sharing sites (i.e. YouTube, Picassa and Flickr) or blogging platforms (i.e.
blogspot, wordpress) are also members of this ecosystem called social media (Kietzmann et al., 2011).
Social media has equipped the organization to establish a direct relationship with the consumers. Both of the
organizations and consumers are free to generate content on the web pages, which further leads to
conversations and discussion. Organization on one end are provided with an opportunity to share their
information with a large base of customers and on the other end consumers are also free to publish any
content whether positive or negative regarding the information

Weinberg (2009) defined social media marketing is a new marketing strategy which almost every business
is adopting to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment companies were the first
to adopt the social media as a promotional tool. Weinberg (2009) has defined social media marketing as the
process that
empowers individuals to promote their websites, products, or services through online social channels and tap
into a much larger community that may not have been available via traditional channels. So if we keep it
simple, social media marketing is the process where organizations use social media websites to build rush on
their company official websites. It does not stop here but organizations also inform the potential customers
of happenings in the organization, launch of the new model or product and latest news about the organization
through social media applications.

Gordhamer (2009) has related social media marketing to the relationship marketing where firms need to
shift from “trying to sell” to “making connections” with the consumers. This explanations of social media
marketing takes us to the other side of marketing, where building relations with the potential consumers is
the key to repeated purchases and enhanced brand loyalty. Social Media is an innovative tool that
organizations use for creating a very strong public relation with the customers on the virtual networks (Jan
& Khan, 2014).

Maintaining public relations through social media has become easy because a large number of potential
consumers are available on the virtual networks. And making connection with consumers using social media
is only some clicks away. Today’s customers are more powerful and busy; therefore, companies should be
reachable and available in every social media communication channel such as Face book, Twitter, Blogs,
Forums at any time (Gordhamer, 2009). Exploiting the opportunities provided by the social media
communication channels is important for every organization

Social media have increased popularity

In recent years, social networking sites and social media have increased in popularity, at a global level. For
instance, Facebook is said to have more than a billion active users (as of 2012) since its beginning in 2004
(www.facebook.com). Social networking sites can be described as networks of friends for social or
professional interactions (Trusov, Bucklin, &Pauwels, 2009).

Roberts &Micken (2015) explained that society has experienced an economical shift, driven by digital
technology. Roberts & Micken (2015) cited Dean et al. (2012) discoveries of a 4.7% gross domestic product
contribution to the United States (U.S.) economy in 2010. The noted growth in 2010 is expected to continue
at more than 10% per year.

Piñeiro-Otero & Martínez-Rolán (2016) expressed that digital marketing has become innovative
phenomena. The new strategy helps organizations achieve their marketing goals through establishing a link
between customization and mass distribution. There are a considerable number of professionals that hold to
the ideology of McCarthy, which views marketing utilizing the 4P model: product, place, promotion and
price.
The traditional marketing strategy used by McCarthy is a powerful, credible and widely-recognized
foundational strategy, but leaves no role to the consumer.

Smith (2011) cited Internet World Stats (2010), which pointed out that the world’s internet user population,
was projected to exceed 2 billion by 2010. With the rapid advancement of technology in society, the
adoption of digital marketing strategy is more important than ever.

Armitage (2015) explained that digital stratagem should be the cornerstone of an organization “go to”
market strategy. These thoughts are echoed by González Romo, García-Medina & Plaza Romero (2017),
which explained that new technologies have forced companies to reconsider marketing strategies. The
authors continued to explain that the implementation of technology into marketing would help marketing
professionals reach a younger audience that heavily use mobile devices on a regular basis. The views of
Slade (2016) regarding a link between the implementation of innovative technology and marketing strategy
concurred Armitage (2015) and González Romo, García-Medina & Plaza Romero (2017), by proving insight
that technology is rapidly developing and will take businesses out of their comfort zone. Marketing
strategies that use technology to enhance an organization’s ability to obtain more exposure starts with a
sound strategy.
Longo (2016) concurred with these thoughts by expressing that strategy in digital marketing must be
prioritized. The President of ED venture Holding Inc., Esther Dysan, explained that the internet is not just an
additional sales or advertising method, but has become a tool that has essentially revamped the way that an
organization does business. The President of ED ventured continued to express that digitalization is
projected to have exponential growth in the future (Patrutiu Baltes, 2016). Client-focused Strategy
Maximization of organization-to-client exposure must by a primary marketing goal of an organization that
seeks to successfully make contact with prospective customers.

Piñeiro-Otero &Martínez-Rolán (2016) explained that the traditional production focused paradigm was
challenged some years later by Lauterborn’s user-centered model. The new model made a shift in focus from
the attention being on production to the user.
The thoughts regarding user-centered marketing strategy is resonated by PatrutiuBaltes (2016), which further
elaborated on digital marketing’s role in ensuring that the focus remains on the consumer. The scholar of the
Transylvania University of Brasov voiced similar concerns of those expressed by Piñeiro-Otero & Martínez-
Rolán (2016), by elucidating that the attention given to the customer essentially has been “dethroned” by
excessive focused being placed on the product.

E-mail advertising is used as a vehicle for the distribution of promotional messages, is fast becoming an
important advertising tool. (Gartner, 2002). (Brown, 2002). (Brown, 2002). Research undertaken by
practitioners indicates that consumers are interested in email marketing. (DoubleClick, 2002). Permission
based email is defined as email that has been requested by the consumer as part of an opt-in scheme. Thus,
advertisers can gain greater effectiveness in the spending of their budgets as the message recipients have
already indicated a level of interest in the messages. (Rowley, 2001).Further, appropriate email content plays
a key role in advertising effectiveness (Carmichael, 2000). In simple words, email content must be
“targeted” (Waring, 2002), “relevant and clear” (Yager, 2001) or “irresistible(Yager, 2001) This form of
email differs from unsolicited commercial email, also known as ”spam,” which is an increasing problem for
consumers accessing their email. This is shattering the confidence of the marketers with consumer (Sara
Radicati, 2010). Research suggests that response rates for spam email stand at only1 percent of the email
sent out by advertisers, whereas the average click through rate for permission-based emails is between five
and eight percent (Yoon, 2001). As reflected in literature above, one of the important segments of the digital
marketing involves power of email marketing/advertising. As per the literature discussed above to work
effectively the marketing emails must be (i) permission-based emails (ii) Having contents of the message are
specially designed for targeted consumer and are relevant and clear. & (iii) In addition to these two
ingredients email marketing must be ethical so that it wins the trust of consumer and can be effective. Email
is a super powerful tool in the hands of markets. It is increase its strength day by day. As per the study
conducted by (Sara Radicati and Quoc Hoang, 2011) the number of worldwide email accounts is expected to
increase from an installed base of 3.1 billion in 2011 to nearly 4.1 billion by year-end 2015. But, the major
concern is growth in the number of spam, unsolicited emails in the inbox of the consumer. As per the
available information from the (Sara Radicati and Quoc Hoang, 2011), average number of daily spams
received by a user in 2011 was 14 emails. It raises eyebrows. The consumer becomes skeptic towards the
marketing emails if he is receiving plenty of such mails without his consent. In simple context the push
marketing strategy simply means sending a message or mail to the prospective consumer without his/her
consent; this may also include display online advertising on website or news blog. As specified, email
marketing’s success is function of trust in the email, their contents and its senders. Such push strategy of
marketers involving spams makes consumer skeptic and raise the guard against such marketing mails. This is
hampering the success of the online marketing. It involves two types of emails, one is spam and another is
spoofed emails. Both of these email categories are outcome of IT. It has its positive role to play but due its
unethical misuse it is becoming major threat.

In a literature review composed by Eryigit (2017), a need for further research regarding marketing in
specific areas was identified. The purpose of this present study is to examine digital marketing’s best
practices. This research paper provided a more in depth, comprehensive examination of effective digital
marketing strategies.
Chapter 3: Research Methodology
 CHAPTER 3
RESEARCH METHODOLOGY
The study covers the Comparison of Traditional Marketing and Digital Marketing in India. Questionnaire
Design is prepared for the survey which will be conducted in Bhopal Region. Data will be collected from
customers who have taken the services from AMG Event & Entertainment by a personal interview. Hence it
will be necessary to conduct a research on the process. The research design used in this research will be
Exploratory Research Design.

3.1) OBJECTIVES OF THE STUDY:

 Growth of digital marketing in India since 2001 and more importantly during the CoVID-19 pandemic.

 Studying various differences in traditional and digital marketing

 Analyzing the outcomes of implementing various marketing techniques and their popularity

 Checking the financial costing and feasibility of both traditional marketing as well as digital
marketing projects

 To study consumer preferences in regards to traditional and digital parameters on the basis of various
parameters such as outreach, flexibility, costing, budgeting, etc.

3.2) RESEARCH DESIGN: It is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the problem research. The design of a study defines the study type and
sub-type
The research design used in this study is a “descriptive data design”, which aims to accurately and
systematically describe a population, situation or phenomenon. It can
answer what, where, when and how questions, but not why questions. A descriptive research design can use
a wide variety of research methods to investigate one or more variables.

In this study, the research is undertaken via survey method to collect primary information from the
marketing professionals using structured questionnaire and the required secondary information from the
internet for the analysis.

3.3) DATA COLLECTION: It is the process of gathering and measuring information on variables of
interest, in an established systematic fashion that enables one to answer stated research questions, test
hypotheses, and evaluate outcomes. It is of two types:-
 PRIMARY DATA: A primary data source is an original data source, that is, one in which the data
are collected firsthand by the researcher for a specific research purpose or project. For the purpose of
this study, a detailed questionnaire was utilized to conduct the survey.

SECONDARY DATA: Secondary data refers to data that is collected by someone other than the
user. Common sources of secondary data for social science include censuses, information collected
by government departments, organizational records and data that was originally collected for
other research purposes. In the case of the study, the second hand data available on company website,
past research papers quoted in literature review have been used.

3.4) RESEARCH INSTRUMENT: A research instrument is a tool used to collect, measure, and analyze
data related to your subject. Research instruments can be tests, surveys, scales, questionnaires. For the
purpose of the study, a questionnaire has been utilized.

3.5) SAMPLING PLAN

SAMPLING UNIVERSE: Sample universe of the study were the marketing executives and clients of
AMG Events and Entertainment Ltd.

SAMPLE FRAME: A sampling frame is a list of all the items in your population. It’s a complete
list of everyone or everything you want to study. In this case, the sample frame were the employees
of AMG Events and Entertainment Ltd and past clients.

SAMPLE METHOD: The data will be analyzed through statistical methods. Simplex percentage
analysis will be used for analyzing the collected data.

SAMPLE UNIT: A sampling unit is the building block of a data set; an individual member of the
population, a cluster of members, or some other predefined unit. It must be concretely defined as part
of the groundwork for any statistical research or study.

No of Respondents
100
Location of Study
Bhopal & Delhi (online)
 [STATISTICAL TOOLS USED IN STUDY]

Simplex percentage analysis:

Percentage analysis will be the method to represent raw streams of data as a percentage (a part in100‐ percent)
for better understanding of collected data.
Graphs:
Graphical representations will be used to show the results in simple form. The graphs will be prepared on the
basis of data that will be received from the percentage analysis
Chapter 4: Data Analysis and Interpretation
 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

1. Age

Table no. 1
Age Group No. of Respondents Percentage
18-25 23 23%
26-35 38 38%
36-45 29 29%
46 and above 10 10%

Chart no. 1

Age Group
38

29

23

10

18-25 YEARS 26-35 YEARS 36-45 YEARS 46 AND ABOVE

Age Group

Interpretation:
Table no. 1 reveals that 23% of the respondents are of the age group of 18-25 Years, 38% of the respondents
are of the age group of 26-35 Years, 29% of the respondents are of the age group of 36-45 Years and 10% of
the respondents are 46 and above.
 2. Gender

Table no. 2
Gender No. of Respondents Percentage
Male 37 37%
Female 63 63%
Total 100 100%

Chart no. 2

Gender

37%

63%
Male
Female

Interpretation:
Table no. 2 reveals that 63% of the respondents are Female and 37% of the respondents are male

3. Academic qualification

Table no. 3
Academic qualification No. of Respondents Percentage
High School 19 19%
Under graduate 41 41%
Graduate 28 28%
Professional 12 12%
Total 100 100%
 Chart no. 3

Academic qualification

41

28

19

12

HIGH SCHOOL UNDER GRADUATE GRADUATE PROFESSIONAL

Academic qualification

Interpretation:
From the table above it is clear that 19% of the respondents have passed high school, 41% of the respondents
are under graduates, 28% of the respondents are Graduates and 12% of the respondents are professionals.
4. Job description

Table no. 4
Job description No. of Respondents Percentage
Teaching Staff 29 29%
Management 17 17%
Marketing 41 41%
Finance 13 13%
Total 100 100%
 Chart no. 4

Job description

41

29

17
13

TEACHING STAFF MANAGEMENT MARKETING FINANCE

Job description

Interpretation:
From the above table it is clear that 29% of the respondents are from teaching staff, 17% of the respondents
are from management, 41% of the respondents are form Marketing and 13% of the respondents are from
finance.

5. Since how long you have been working for the Organization?

Table no. 5
Experience No. of Respondents Percentage
Less than 5 years 33 33%
6-10 years 28 28%
11-15 years 22 22%
More than 15 years 17 17%
Total 100 100%
 Chart no. 5

Work Experience
33

28

22

17

LESS THAN 5 YEARS 6-10 YEARS 11-15 YEARS MORE THAN 15 YEARS
Work Experience

Interpretation:
From the above table it is clear that 33% of the respondents have a working experience of less than 5 years,
28% of the respondents have a working experience of 6-10 years, 22% of the respondents have a working
experience of 11-15 years and 17% of the respondents have a working experience of more than 15 years.

6. How committed is the Organization about online and offline marketing?

Table no. 6
Opinion No. of Respondents Percentage
Extremely committed 89 89%
Somewhat committed 11 11%
Not very committed 0 0%
Not at all committed 0 0%
Total 100 100%
 Chart no. 6

Opinion

89

11 0 0

EXTREMELY COMMITTED SOMEWHAT COMMITTEDNOT VERY COMMITTEDNOT AT ALL COMMITTED

Opinion

Interpretation:
From the above table it is clear that 89% of the respondents think the Organization is extremely committed
towards online and offline Marketing and 11% of the respondents say the Organization is somewhat
committed towards online and offline Marketing.

7. How much time does Organization devote on a weekly basis towards your offline marketing?

Table no. 7
Opinion No. of Respondents Percentage
1-2 hours a week 22 22%
2-5 hours a week 38 38%
5-10 hours a week 25 25%
More than 10 hours 15 15%
Total 100 100%
 Chart no. 7

Opinion
38

25
22

15

1-2 HOURS A WEEK 2-5 HOURS A WEEK 5-10 HOURS A WEEK MORE THAN 10 HOURS
Opinion

Interpretation:
The above table reveals that 38% of the respondents say Organization devotes approximately 2-5 hours a
week for offline marketing, according to 25% of the respondents 5-10 hours a week, 22% of the respondents
say 1- 2 hours a week and 15% of the respondents say Organization devotes more than 10 hours a week for
offline marketing.

8. Does the Organization put on bill boards and hoarding for promotion?

Table no. 8
Billboards/Hoardings No. of Respondents Percentage
Yes 100 100%
No 0 0%
Total 100 100%
 Chart no. 8

Billboards/Hoardings

0%

Yes
No

100%

Interpretation:
The above table reveals that 100% of the respondents agree that the Organization does put billboards and
hoardings.

9. Does the Organization distribute pamphlets as promotional activity?

Table no. 9
Pamphlets No. of Respondents Percentage
Yes 80 80%
No 20 20%
Total 100 100%
 Chart no. 9

Pamphlets

20%

Yes
No

80%

Interpretation:
The above table reveals that 80% of the respondents say the Organization do distribute pamphlets a
promotional activity whereas 20% of the respondents disagree.

10. Do the Organization hosts events to celebrate their Employee’ success?

Table no. 10
Events No. of Respondents Percentage
Yes 65 65%
No 35 35%
Total 100 100%
 Chart no. 10

Institute website

35%

65% Yes
No

Interpretation:
The above table reveals that 65% of the respondents agree that the Organization do hosts events to celebrate
their students’ achievements.

11. Does the Organization have a website?

Table no. 11
Organization website No. of Respondents Percentage
Yes 100 100%
No 0 0%
Total 100 100%
 Chart no. 11

Institute website

0%

Yes
No

100%

Interpretation:
From the above table it is clear that 100% of the respondents agree that the Organization has its website.

12. How often does the Organization update its website?

Table no. 12
Website Update No. of Respondents Percentage
On consistent basis 98 98%
Sometimes 2 2%
Never 0 0%
Total 100 100%
 Chart no. 12

Website update

98

2 0

ON CONSISTENT BASIS SOMETIMES NEVER

Website update

Interpretation:
From the above table it is clear that 98% of the respondents say Organization updates its website on a
consistent basis.

13. How often does the Organization generate content through blogs for its readers?

Table no. 13
Opinion No. of Respondents Percentage
On consistent basis 95 95%
Sometimes 5 5%
Never 0 0%
Total 100 100%
 Chart no. 13

Opinion

95

5 0

ON CONSISTENT BASIS SOMETIMES NEVER

Opinion

Interpretation:
From the above table it is clear that 95% of the respondents say the Organization generates content for its
readers through blogs on a consistent basis.

14. Does your Organization use search engine for Digital Marketing?

Table no. 14
Search engine No. of Respondents Percentage
Yes 78 78%
No 22 22%
Total 100 100%
 Chart no. 14

Search engine

22%

Yes
No

78%

Interpretation:
From the above table it can be seen that 78% of the respondents say Organization uses search engine for
Digital Marketing and 22% of the respondents disagree.

15. Does your Organization do Digital press releases for Digital Marketing?

Table no. 15
Digital press releases No. of Respondents Percentage
Yes 72 72%
No 28 28%
Total 100 100%
 Chart no. 15

Digital press releases

28%

Yes
No

72%

Interpretation:
From the above table it can be seen that 72% of the respondents say their Organization do Digital press
releases for Digital Marketing while 28% of the respondents disagree.

16. Does your Organization use Digital market place for Digital Marketing?

Table no. 16
Digital market place No. of Respondents Percentage
Yes 100 100%
No 0 0%
Total 100 100%
 Chart no. 16

Digital market place

0%

Yes
No

100%

Interpretation:
From the above table it can be seen that 100% of the respondents say their Organization uses Digital market
place for Digital Marketing

17. Does your Organization use social media for Digital Marketing?

Table no. 17
Social Media No. of Respondents Percentage
Yes 100 100%
No 0 0%
Total 100 100%
 Chart no. 17

Social Media

0%

Yes
No

100%

Interpretation:
From the above table it is clear that 100% of the respondents say their Organization uses social media for
Digital Marketing.
18. Which do you think is most effective for Digital Marketing?

Table no. 18
Opinion No. of Respondents Percentage
Search engine 11 11%
Digital press releases 9 9%
Digital market place 34 34%
Social media 46 46%
Total 100 100%
 Chart no. 18

Most effective for Digital Marketing

46

34

11 9

SEARCH ENGINE ONLINE PRESS RELEASESONLINE MARKET PLACE SOCIAL MEDIA

Most effective for online branding

Interpretation:
Table no. 14 reveals that 46% of the respondents think social media is the most effective mode of Digital
Marketing, 34% of the respondents think Digital market place is the most effective mode of Digital
Marketing, 9% of the respondents think Digital press release and 11% of the respondents say search engine.

19. Which social media source is most effective for Digital Marketing?

Table no. 19
Opinion No. of Respondents Percentage
Twitter 11 11%
LinkedIn 9 9%
Facebook 34 34%
You Tube 46 46%
 Chart no. 19

Most effective social media for Digital

Marketing

44
40

9
7

TWITTER LINKEDIN FACEBOOK YOU TUBE

Most effective social media for online branding

Interpretation:
From the above table it can be seen that 44% of the respondents say Facebook is the most effective social
media for Digital Marketing, 40% of the respondents say You Tube is the most effective social media for
Digital Marketing, 9% think its Twitter and 7% of the respondents say LinkedIn is the most effective social
media for Digital Marketing.

20. Which is the most effective method of offline promotion?

Table no. 20
Opinion No. of Respondents Percentage
Billboard/Hoardings 35 35%
Pamphlets 13 13%
Events 29 29%
Word of mouth 23 23%
 Chart no. 20

Opinion

35

29

23

13

BILLBOARD/HOARDINGS PAMPHLETS EVENTS WORD OF MOUTH

Opinion

Interpretation:
The above table reveals that 35% of the respondents believe Billboards/Hoardings are the best way to
promote the products/services offline, 29% of the respondents believe events, 23% of the respondents say
word of mouth and only 13% of the respondents believe it is through pamphlets.

21. How much would you be willing to spend on marketing for your event?
OPINION NO. OF RESPONDENTS PERCENTAGE
Upto Rs. 25,000 32 32%
Rs. 25,000- Rs. 50,000 22 22%
Rs. 50,000- Rs. 75,000 19 19%
Rs. 75,000- Rs. 100,000 16 16%
More than Rs. 100,000 11 11%
 CHART NO. 21

OPINION
35 32
30
25
22
19
20 16
15 11
10
5
0

Upto Rs. 25,000 Rs. 25,000- Rs.Rs. 50,000- Rs.Rs. 75,000- Rs.More than Rs.
50,00075,000100,000100,000

NO. OF RESPONDENTS

INTERPRETATION
The above data highlights that 32% of respondents prefer to spend Upto Rs. 25,000 on marketing activities
for their event, 22% of respondents prefer to spend between Rs. 25,000- Rs. 50,000, and 19% of respondents
prefer to spend Rs. 50,000- Rs. 75,000, 16% of respondents prefer to spend Rs. 75,000- Rs. 100,000 while
11% of respondents prefer to spend more than Rs. 100,000 on marketing for their event.

22. Based on the cost of Offline and Online Marketing for your event, which medium of marketing
will prefer?

OPINION NO. OF RESPONDENTS PERCENTAGE

Offline Marketing 34 34%
Online Marketing 59 59%
Can’t Say 7 7%
 CHART NO. 22

OPINION
70
59
60
50
40
34
30
20
10
7

0
Offline Marketing Online Marketing Can’t Say

NO. OF RESPONDENTS

INTERPRETATION
The above data highlights that 34% of respondents prefer offline marketing techniques for their event, 59%
of respondents prefer online marketing techniques while 7% of respondents could not specify their choice.

23. How much would you set aside for an online marketing budget for your event?

OPINION NO. OF RESPONDENTS PERCENTAGE

Upto Rs. 5000 25 25%
Rs. 5000- Rs. 10,000 22 22%
Rs. 10,000- Rs. 15,000 18 18%
Rs. 15,000- Rs. 25,000 16 16%
Rs. 25,000- Rs. 50,000 10 10%
More than Rs. 50,000 9 9%
 CHART NO. 23

OPINION
30
25
25 22
2018
16
15
10 9
10

0
Upto Rs. 5000 Rs. 5000- Rs. Rs. 10,000- Rs. Rs. 15,000- Rs. Rs. 25,000- Rs. More than Rs.
10,00015,00025,00050,00050,000

NO. OF RESPONDENTS

INTERPRETATION
The above data highlights that 25% of respondents are willing to spend Upto Rs. 5000 for online marketing
expenditure for their event, 22% of respondents are willing to spend between Rs. 5000- Rs. 10,000, 18% of
respondents are willing to spend between Rs. 10,000- Rs. 15,000, and 16% of respondents are willing to
spend between Rs. 15,000- Rs. 25,000, 10% of respondents are willing to spend Rs. 25,000- Rs. 50,000 and
9% of respondents are willing to spend More than Rs. 50,000 for their event.

24. How much money are you willing to invest in online marketing for your organization?

OPINION NO. OF RESPONDENTS PERCENTAGE

Upto Rs. 10,000 34 34%
Rs. 10,000- Rs. 25,000 27 27%
Rs. 25,000- Rs. 50,000 24 24%
Rs. 50,000- Rs. 75,000 10 10%
Rs. 75,000- Rs. 100,000 3 3%
More than Rs. 100,000 2 2%
 CHART NO. 24

OPINIONS
40
35 34
30
25 27
24
20
15
10
5
10
0
3 2

Upto Rs. Rs. 10,000- Rs. Rs. 25,000- Rs. Rs. 50,000- Rs. Rs. 75,000- Rs. More than Rs.
10,000 25,000 50,000 75,000 100,000 100,000

NO. OF RESPONDENTS

INTERPRETATION
Based on the data, it is observed that 34% of respondents prefer to spend upto Rs. 10,000 on their
organizational online marketing budget, 27% of respondents prefer to spend between Rs. 10,000- Rs.
25,000, and 24% of respondents prefer to spend between Rs. 25,000- Rs. 50,000, 10% of respondents prefer
to spend between Rs. 50,000- Rs. 75,000, 3% of respondents prefer to spend between Rs. 75,000- Rs.
100,000 and 2% of respondents prefer to spend more than Rs. 100,000 on their org. online marketing budget

25. How much money are you willing to invest in offline marketing for your organization?

OPINION NO. OF RESPONDENTS PERCENTAGE

Upto Rs. 20,000 16 16%
Rs. 20,000- Rs. 40,000 17 17%
Rs. 40,000- Rs. 60,000 22 22%
Rs. 60,000- Rs. 80,000 24 24%
Rs. 80,000- Rs. 100,000 12 12%
More than Rs. 100,000 9 9%
 CHART NO. 25

OPINIONS
30
24
25 22
20 17
16
15 12
9
10

0
Upto Rs. Rs. 20,000- Rs. Rs. 40,000- Rs. Rs. 60,000- Rs. Rs. 80,000- Rs. More than Rs.
20,000 40,000 60,000 80,000 100,000 100,000

NO. OF RESPONDENTS

INTERPRETATION
Based on the above data, it can be observed that 16% of respondents are willing to have a budget of upto Rs.
20,000 for their offline marketing activities, 17% of respondents are willing to spend Rs. 20,000- Rs. 40,000,
22% of respondents are willing to spend Rs. 40,000- Rs. 60,000, 24% of respondents are willing to spend
Rs. 60,000- Rs. 80,000, 12% of respondents are willing to spend Rs. 80,000- Rs. 100,000 and 9% of
respondents are willing to spend more than Rs. 100,000 on their offline marketing budget for their
organization.
Chapter 5: Findings
 CHAPTER 5: FINDINGS

Findings:

63% of the respondents are Female and 37% of the respondents are male.
23% of the respondents are of the age group of 18-25 Years, 38% of the respondents are of the age
group of 26-35 Years, 29% of the respondents are of the age group of 36-45 Years and 10% of the
respondents are 46 and above.
19% of the respondents have passed high school, 41% of the respondents are under graduates, 28%
of the respondents are Graduates and 12% of the respondents are professionals.
29% of the respondents are from teaching staff, 17% of the respondents are from management, 41%
of the respondents are form Marketing and 13% of the respondents are from finance.
33% of the respondents have a working experience of less than 5 years, 28% of the respondents have
a working experience of 6-10 years, 22% of the respondents have a working experience of 11-15
years and 17% of the respondents have a working experience of more than 15 years.
89% of the respondents think the Organization is extremely committed towards online and offline
Marketing and 11% of the respondents say the Organization is somewhat committed towards online
and offline Marketing.
38% of the respondents say Organization devotes approximately 2-5 hours a week for offline
marketing, according to 25% of the respondents 5-10 hours a week, 22% of the respondents say 1-2
hours a week and 15% of the respondents say Organization devotes more than 10 hours a week for
offline marketing.
100% of the respondents agree that the Organization does put billboards and hoardings.
80% of the respondents say the Organization do distribute pamphlets a promotional activity whereas
20% of the respondents disagree
65% of the respondents agree that the Organization do hosts events to celebrate their students’
achievements.
100% of the respondents agree that the Organization has its website.
98% of the respondents say Organization updates its website on a consistent basis.
95% of the respondents say the Organization generates content for its readers through blogs on a
consistent basis.
78% of the respondents say Organization uses search engine for Digital Marketing and 22% of the
respondents disagree.
72% of the respondents say their Organization do Digital press releases for Digital Marketing while
28% of the respondents disagree.
 100% of the respondents say their Organization uses Digital market place for Digital
Marketing. 100% of the respondents say their Organization uses social media for Digital
Marketing.
46% of the respondents think social media is the most effective mode of Digital Marketing, 34% of
the respondents thinks Digital market place is the most effective mode of Digital Marketing, 9% of
the respondents thinks Digital press release and 11% of the respondents say search engine.
44% of the respondents say Facebook is the most effective social media for Digital Marketing, 40%
of the respondents say You Tube is the most effective social media for Digital Marketing, 9% think
its Twitter and 7% of the respondents say LinkedIn is the most effective social media for Digital
Marketing.
35% of the respondents believe Billboards/Hoardings are the best way to promote the
products/services offline, 29% of the respondents believe events, 23% of the respondents say word of
mouth and only 13% of the respondents believe it is through pamphlets.
32% of respondents prefer to spend Upto Rs. 25,000 on marketing activities for their event, 22% of
respondents prefer to spend between Rs. 25,000- Rs. 50,000, and 19% of respondents prefer to spend
Rs. 50,000- Rs. 75,000, 16% of respondents prefer to spend Rs. 75,000- Rs. 100,000 while 11% of
respondents prefer to spend more than Rs. 100,000 on marketing for their event.

34% of respondents prefer offline marketing techniques for their event, 59% of respondents prefer
online marketing techniques while 7% of respondents could not specify their choice.

25% of respondents are willing to spend Upto Rs. 5000 for online marketing expenditure for their
event, 22% of respondents are willing to spend between Rs. 5000- Rs. 10,000, 18% of respondents
are willing to spend between Rs. 10,000- Rs. 15,000, and 16% of respondents are willing to spend
between Rs. 15,000- Rs. 25,000, 10% of respondents are willing to spend Rs. 25,000- Rs. 50,000 and
9% of respondents are willing to spend More than Rs. 50,000 for their event.

34% of respondents prefer to spend upto Rs. 10,000 on their organizational online marketing budget,
27% of respondents prefer to spend between Rs. 10,000- Rs. 25,000, and 24% of respondents prefer
to spend between Rs. 25,000- Rs. 50,000, 10% of respondents prefer to spend between Rs. 50,000-
Rs. 75,000, 3% of respondents prefer to spend between Rs. 75,000- Rs. 100,000 and 2% of
respondents prefer to spend more than Rs. 100,000 on their org. online marketing budget

16% of respondents are willing to have a budget of upto Rs. 20,000 for their offline marketing
activities, 17% of respondents are willing to spend Rs. 20,000- Rs. 40,000, 22% of respondents are
willing to spend Rs. 40,000- Rs. 60,000, 24% of respondents are willing to spend Rs. 60,000- Rs.
80,000, 12% of respondents are willing to spend Rs. 80,000- Rs. 100,000 and 9% of respondents are
willing to spend more than Rs. 100,000 on their offline marketing budget for their organization.
Chapter 6: Conclusion, Suggestions and Limitations
 CHAPTER 6: CONCLUSION AND SUGGESTIONS

CONCLUSION
The focus of the present study is to compare the influence of online and offline media usage as a source of
information for the choice of college. Further, the study also tries to explore within the category of social
media the range and frequency preference of various options available in the Indian Social Media market,
both in terms of popularity and usage. It is understood that both popularity and usage can serve as key
indicators in understanding the factors affecting college students during the decision-making process of the
most significant area of the life. The role of peer influence is highest among this age group while making
decisions. The reasons for this can be further investigated. The clear impact of social media cannot be denied
when it comes to the time devoted by this generation, yet it was surprising to discover that the role of the
former is relative poor as compared to direct feedback and fact-based information. The study clearly
confirms that in the choice-making process for selection of university, students give the highest weightage to
personal communication. Simultaneously, the results are explicitly positive for social media in the category
of non-personal marketing communication. Understanding and mapping students’ perception is valuable to
various stakeholders in identifying the impactful marketing techniques for effective promotion of education
program. The findings can facilitate various stakeholders involved in designing strong marketing strategies
to develop the right blend of medium of information for marketing.
When comparing online marketing channels like email, YouTube ads, google banner ads, webinars and SEO
to any other form of traditional offline marketing the top five reasons to make the switch to digital marketing
are obvious. Online marketing is overall cheaper and more cost effective to produce, maintain and
implement, as we’ve seen with email of direct mail, webinars over seminars and google banner ads over bus
banner ads. But Online marketing also is more targeted, easier to measure and returns more on investment
than traditional offline marketing. As we’ve seen with YouTube ads vs TV ads and SEO tactics over
traditional marketing data gathering.

Whether online marketing or offline marketing is better for a business is up to that specific business, but any
business in possession of a website, which in the digital world we live in is highly recommended, should
utilize the online marketing techniques, tools, and tactics that have been highlighted here. Not only will the
online campaign reach a wider yet more targeted audience, but it will do so while saving some serious cash.

SUGGESTIONS

a. It is suggested that offline and online marketing strategies be brought into alignment to prevent mixed
messages and to promote the availability of the online forums for interaction. Offline advertising should be
used to complement the online media. Adding “visit us on Facebook” and other such texts to promotional
material will help to raise awareness.

b. The social networking strategy should sufficiently flexible to allow it to adapt to new developments and to
determine what works and what does not work.

c. A dedicated social media coordinator is recommended to monitor the impact of any changes implemented.
A dedicated coordinator would also allow for consistency in communication. At the very least a profession
agency experienced in social media marketing should be consulted at from the earliest planning stages.

d. The reviews and complaints raised by the customers on the SNS should be effectively managed and
proper actions should be taken by the hotels management and the action taken should also be communicated
to the customer. e. The promotional offers during season on should be displayed on the SNS on regular
basis, so that large number of customers is captured.

Limitations of the Study:

i) It was very difficult to convince the people to fill up the questionnaire.
ii) It is only an assumption that the respondents have given correct
information. iii)The study has the limitation of time and resources.
iv)The respondents were not open to questions related to their personal income.
v) The respondents did not want to provide their address and contact number because they feel that
they might be contacted through telemarketing and other purpose.
Bibliography and References
 BIBLIOGRAPHY
 Barnes, N.G. (2009). Reaching the wired generation: How social media is changing college
admission. Retrieved from National Association for College
Admission Counseling website:
http://www.nacacnet.org/Publicationsresources/marketplace/discussion/pages/socialmediadiscussion
paper.aspx (accessed on 30 July 2015).
 Blankenship, M. (2010). How social media can and should impact higher education. Hispanic
Outlook, 76(7), 11–12
 Brown, J.J., & Reingen, P.H. (1987). Social ties and word-of-mouth referral behavior. The Journal of
Consumer Research, 14(3, December), 350–362
 Chapman, D. (1981). A model of student college choice. The Journal of Higher Education, 52(5),
490– 505
 Johnston, T. (2010). Who and what influences choice of university? Student and university
perceptions. American Journal of Business Education (AJBE), 3(10), 15–24.
 Katz, E., & Lazarsfeld, P.F. (1955). Personal influence. Glencoe, IL: Free Press
 Litten, L. (1982). Different strokes in the applicant pool: Some refinements in a model of Student
College. The Journal of Higher Education, 53(4), 383–402
 Padlee, S.F., Kamaruddin, A.R., & Baharun R. (2010). International students’ choice behavior for
higher education at Malaysian private universities. International Journal of Marketing Studies, 2(2),
202–211
 Penn, G. (1999). Enrollment management for the 21st century: Institutional goals, accountability, and
fiscal responsibility. ASHE-ERIC Higher Education Report, 26(7), 93
 Poock, M. (2001). How college-bound prospects perceive university websites: Findings,
implications, and turning browsers into applicants. C&U Journal, 1(1), 15–21
 Timothy, J. (2010). Who and what influences choice of university? Student and university
perceptions. American Journal of Business Education (AJBE), 3(10), 15–24.

Internet Resources used:-

Google
Wikipedia
www.buffer.com
www.wordstream.com
 Appendix: Questionnaire
d) Professional

1. Age 4. Job Description

a) 18-25 a) Teaching staff
b) 26-35 b) Management
c) 36-45 c) Marketing
d) 46 and above d) Finance

2. Gender
a) Male
b) Female

3. Academic qualification
a) High School
b) Under graduate
c) Graduate
A PENDIX
P QUESTIONNAIRE

5. Since how long you have been working for the Organization?
a) Less than 5 years
b) 6-10 Years
c) 11-15 Years
d) More than 15 Years
6. How committed is your Organization about Digital Marketing?
a) Extremely committed
b) Somewhat committed
c) Not very committed
d) Not at all committed

7. How much time does Organization devote on a weekly basis towards your offline marketing?
a) 1-2 hours a week
b) 2-5 hours a week
c) 5-10 hours a week
d) More than 10 hours

8. Does the Organization put on bill boards and hoarding for promotion?
a) Yes
b) No

9. Does the Organization distribute pamphlets as promotional activity?

a) Yes
b) No

10. Do the Organization hosts events to celebrate their students’ success?

a) Yes
b) No

11. Does your Organization have a website?

a) Yes
b) No

12. How often does the Organization update its website?

a) On a consistent basis
b) Sometimes
c) Never
13. How often does the Organization generate content through blogs for its readers?
a) On a consistent basis
b) Sometimes
c) Never

14. Does your Organization use search engine for Digital Marketing?
a) Yes
b) No

15. Does your Organization do Digital press releases for Digital Marketing?
a) Yes
b) No

16. Does your Organization use Digital market place for Digital Marketing?
a) Yes
b) No

17. Does your Organization use social media for Digital Marketing?
a) Yes
b) No

18. Which do you think is most effective for Digital Marketing?

a) Search engine
b) Digital press releases
c) Digital market place
d) Social media

19. Which social media source is most effective for Digital Marketing?
a) Twitter
b) Facebook
c) LinkedIn
d) You Tube
20. Which is the most effective method of offline promotion?
a) Billboard/Hoardings
b) Pamphlets
c) Events
d) Word of mouth

21. How much would you be willing to spend on marketing for your event?
a. Upto Rs. 25000
b. Rs. 25000- Rs. 50000
c. Rs. 50000- Rs. 75000
d. Rs. 75000- Rs. 100,000
e. More than Rs. 100,000

22. Based on the cost of Offline and Online Marketing for your event, which medium of marketing will
prefer?
a. Offline Marketing
b. Online Marketing
c. Can’t say

23. How much would you set aside for an online marketing budget for your event?
a. Upto Rs. 5000
b. Rs. 5000- Rs. 10000
c. Rs. 10000- Rs. 15000
d. Rs. 15000- Rs. 25000
e. Rs. 25000- Rs. 50000
f. More than Rs. 50000

24. How much money are you willing to invest in online marketing for your organization?
a. Upto Rs. 10,000
b. Rs. 10,000- Rs. 25,000
c. Rs. 25,000- Rs. 50,000
d. Rs. 50,000- Rs. 75,000
e. Rs. 75,000- Rs. 100,000
f. More than Rs. 100,000
25. How much money are you willing to invest in offline marketing for your organization?
a. Upto Rs. 20,000
b. Rs. 20,000- Rs. 40,000
c. Rs. 40,000- Rs. 60,000
d. Rs. 60,000- Rs. 80,000
e. Rs. 80,000- Rs. 100,000
f. More than Rs. 100,000