International Journal of Humanities Social Science and Management (IJHSSM)

Volume 4, Issue 3, May.-June, 2024, pp: 1256-1269 www.ijhssm.org

Effectiveness of Digital Marketing in the Current Competitive

Market

Ms. Pooja Devi R1, Mr. Jothilingam D2

School of Management Studies
Karpagam College of Engineering Coimbatore, Tamil Nadu
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Date of Submission: 02-06-2024 Date of Acceptance: 12-06-2024
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ABSTRACT: Marketers are faced with new is expected to have very significant growth in its
challenges and opportunities within this digital age digital marketing career.
of IT industry. Digital marketing drives the creation
of demand using the power of the internet, and The growth in digital marketing trends is having a
satisfies this demand in new and innovative ways. very substantial impact on marketing and
This project has been undertaken to assess the advertising. The big picture of the digital marketing
effectiveness of Digital marketing services at IT industry in India cannot be complete if a short
industry. The outcome of the study would help the preview of the past digital marketing statistics is not
management of IT sector to understand, meet or made. Digital marketing is growing at a rapid pace,
exceed the expectations of the customers who have not only in India but throughout the world as well.
taken up the website traffic building services. The While all other industries are struggling with a
main goal is to investigate the efficiency of digital growth rate of 5–10%, the digital marketing industry
marketing services provided by digital marketing is booming and already achieved a growth rate of
firms. The secondary goals are to understand how 30% last year, and the estimated growth for 2016 is
Search Engine Optimisation (SEO) at digital IT firm 40%. The most important part is that the growth rate
helps websites rank highly in customer satisfaction is not going to be stagnant in the coming years. As
regarding digital marketing, comprehend the most the number of internet users increases day by day,
popular digital marketing strategy to promote the the e-commerce industry is also on a booming path.
website, and determine the effectiveness of on the Companies are shifting their advertising budget
primary goal of digital marketing. In the research, from traditional marketing to digital marketing
the convenience sampling method was employed. strategies.

KEYWORDS: Digital marketing strategies,

website traffic building services, customer II. STATEMENT OF THE PROBLEM
satisfaction
In the organizations capability to explore
unpredictable markets and the employment growth.
I. INTRODUCTION However, it has been noticed that businesses should
be careful with their digital marketing ways because
The digital marketing industry in India is depending on how the business is being presented, it
spread to almost all business sectors. Some of the could have a different impact on the company brand
applications of e-marketing are shopping and order than what is intended. Social media within digital
tracking, online banking, payment systems, and marketing have attracted significant attention the
content management. The power of digital last decade, as academics and practitioners are eager
marketing allows geophysical barriers to disappear, to understand its potential when it comes to
making all consumers and businesses on earth supporting brands, sales, customer service, and
potential customers and suppliers. It is known for its product development. However, previous studies
ability to allow businesses to communicate and form have shown that there is a lack of research regarding
transactions anywhere and anytime. The digital the how to utilize digital marketing in the best
marketing industry in India is a booming career possible way within SME.
today. In a country with a rapid-growth economy, it

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III. OBJECTIVES OF THE STUDY

IV. SCOPE OF THE STUDY
Primary objectives
The digital revolution has made the consumer
 To study on impact of digital marketing empowered by enabling them to control the
towards Cloud Dreams in Coimbatore. commercial information content of advertisement
along with the choice of media. There is also an
Secondary objectives important scope for futuristic research for the
conducting of comparative research that has to be
 To identify positive changes in client carried out in other forms of service-based
business metrics since implementing the industries. It is to be done to serve the sole purpose
strategy. to get a broader picture of the ways in which the
quality of the service as catered to the customers is
 To identify the factors that influence instrumental in playing an important role in the
customer buying decision. development of the market of India. Responding to
this fundamental shifting of consumers from
 To collect and implement the feedback
traditional to digital media, marketers are
provided by the employee.
continuously trying to grab the opportunity by
 To evaluate employee perception of client devising product, price, place and promotion
satisfaction and areas for improvement. strategies for this marketplace.

 To examine the extent digital marketing

communication can be effective in
achieving organization.

V. REVIEW OF LITERATURE from the fact that it gives the organization wider
access to variety of potential customers across the
According to Chaffey (2017), digital media globe. Similarly, internet allow the organization to
marketing involves “encouraging customer stay connected with the customers (old and
communications on company’s own website or prospective) in real time. The internet provide
through its social presence”. Digital marketing, platform to send messages to all customer
electronic marketing, e-marketing and Internet simultaneously of any upcoming event, sales promo
marketing are all similar terms which, simply put, and many faster and at a minimal cost.
refer to “marketing online whether via websites,
online ads, opt-in emails, interactive kiosks, Sutton-Brady (2017) analyzed that Digital
interactive TV or mobiles”. Its finds that customer marketing issues digital advertising, campaigning,
information satisfaction (CIS) for digital marketing public relations that have a
can be conceptualized as a sum of affective response sophisticated psychological impression in the minds
of varying intensity that follows consumption and is of the customers. Various organizational authorities
stimulated by focal aspects of sales activities, find it fruitful to take hold of online activities related
information systems (websites), digital to marketing to reach maximum number of potential
products/services, customer support, after-sales customers. People nowadays extensively use social
service and company culture. media, email and they come across a number of
websites every day for their personal purpose.
Devi & Konti (2017) Digital marketing bring the Digital marketing is strategized to be focused on
organization products closer to the customer various websites, social networking sites, emails
regardless of the location in the world as long as the where people can get close to the informational
customers have access to the internet. It provides demonstrations issued by various companies and
organization opportunity to understand customers organizations
behavior better, widening the products distribution
channels, boosts sales, track real time data of Kotler & Armstrong (2018) noted that Digital
marketing performance, among others. argued marketing is more of piece of direct advertising that
further that the power of Digital marketing comes provide information about organization products and
try to build connection between the clients. The
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objective is to establish a strong image of the than internet marketing including channels which do
organization products and services in the mind of not require internet, this includes mobile phones
the consumers persuading the consumer to become (SMS and MMS), social media marketing, display
organization brand loyalist. The origin of digital advertising, search engine marketing and many
marketing can be traced to the 1990’s when there is other forms of digital media.
transformation in the information technology and
increase application of the internet to facilitates Dasgupta, and Ghatge (2019) Digital marketing is
business objectives. At this period, Digital a large parasol below which both the technical and
marketing was not really seen as advertising the non-technical services to make an upsurge of
medium but rather a means of sharing e-mails, popularity by way of the internet, is sheltered.
digitals information and organizing the organization Nowadays, the IT industry has generated a wide
profile and customers. However, with the rise in the range of job roles for persons to pursue occupations
use and application of internet in our daily life, and exhibit their capacities. Moreover, it yields
where millions of people spend bunch of their time specialists from various field such as web
online searching for information, marketing development, web designing, artists, brand
managers started seen the potentials in advertising consultants, social media consultants, graphic
online. designer, content writers, etc. to derive together and
co-operatively work in the direction of making a
Arnott, (2018) Blogs as a tool for digital marketing graphic illustration of notions, which are not very
have successfully created an impact for increasing tough to plant into the attentions of the audience.
sales revenue, especially for products where Unlike the rapid growth of the industry, the demand
customers can read reviews and write comments for inventive specialists in the arena is increasing, as
about personal experiences. For businesses, online well as making more occupation in India then
reviews have worked really well as part of their creating India a centre for IT activities.
overall strategic marketing strategy. Online services
tools are more influencing than traditional methods Lacka and Chong, (2019) digital marketing has
of communication. Search engine like Google, been added to the marketing strategies of B2B firms,
Yahoo, Amazon, Ask.com began utilizing the traffic research on this subject is still at a nascent stage. In
searching for information in advertising fact, until recently, many organizations believed that
organizations products and services. With time, the digital marketing is useful only to B2C
advertising agencies or companies keep modifying organizations. However, digital marketing success
till 2000’s when consumers are given power to stories from B2B firms such as Cisco and IBM have
easily unsubscribe from advertising messages, gradually changed this perception. Organizations
invitational marketing were also introduced, have come to realize that digital marketing in the
recommendation of enticing products based on B2B space enhances flow of information and trust
consumer purchase history. A major shift occurs among customers. Many organizations lack
again with the introduction of blogging, and comprehensive knowledge about the best B2B
relational based marketing, small entrepreneurs are digital marketing practices, which impacts their
able to publish different contents that interest the return on investment. Further, digital marketing
public, attract visitors across the globe and are adoption demands continued research as this domain
rewarded for the traffic by advertising agencies. is fast evolving because of constant influx of new
Simpson & Mortimore (2018) With respect to technologies.
timing of digital marketing, the authors recommend
that marketers use this instrument heavily in the Subramanian, K (2020) Direct Marketing enabled
months immediately after product introduction companies to roll advertising and marketing into one
because its effect is largest then and decreases as seamless effort. Digital Technologies have enabled
time progresses. This research has clearly identified Companies to access customer profiles and
that Direct Mail will still have an effect in years to preferences quickly and sharpen their marketing
come. Most notably, the identification of strategies and product offerings. Identify that
convenience, trust and the reminding effect are earning of profit is possible only through consumer
further strengthened by their correlation with the satisfaction. Recently, direct marketing had a greater
stimuli that effect purchase. Digital marketing is one impact, both positive and negative on the economy
type of marketing being broadly used to reach of the world.
consumers using digital channels or to promote
services and products. Digital marketing is broader Saura, Palos-Sánchez and Suárez (2020)
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Volume 4, Issue 3, May.-June, 2024, pp: 1256-1269 www.ijhssm.org

suggested that digital marketing is not used as a of digital marketing communication (DMC) in B2B
transactional tool only, it transformed marketing organizations focus on communication using digital
practice and theory demand. All types of companies marketing tools. DMC is the use of the latest
had to adjust their business practices to the technologies or tools to disseminate integrated,
technology development, came up with new concise and measurable communication to establish
management and communication approaches. a good relationship with customers. This topic
Digital marketing integrates strategies on the web consisted of four categories, namely, branding,
related to specific processes, seeking for clear goals advertising, Digital marketing and interactivity.
using different tools, platforms and social media. Brands drive business performance by influencing
The relevancy of digital marketing for the market perception of a company’s product and
organizations, consists in adjusting the current ways services; thus, they make consumers pay a premium
of consumer’s gather and access information, as for the perceived value.
well as purchase choices, on the top of the existing
channels. Wienclaw (2022) Search Engine Marketing (SEM)
is an approach used in digital marketing. explained
Preeti (2021) Digital marketing has created a niche SEM as being an avenue of internet-marketing, that
in the organization competitive strategy as it can targets prospective customers that enter keywords
integrate responsive marketing strategy and adapt into their search. This is a simplistic, but powerful
easily to all other marketing and promotional strategy that use keywords to direct the user directly
strategies of the organization targeted at boosting to an organization or business. The literature points
sales, gaining competitive advantage, and achieving to hyperlinks and banner ads as tools that
customer satisfaction. The uniqueness and individuals and organizations use to maximize their
fundamental role of Digital marketing can be further marketing. Advertisements online are available for
explored when looking at its potential in effective purchase for companies to use for a period. The
integration of marketing communication noted that overall goal is for the advertisement to be used as a
as the global economy is driving towards an directional tool to drive traffic to a business’
integrated market where all consumers and website. Its identified Google AdWords and Bing
producers are connected together at a matter of Ads as being popular SEM advertisement tools.
click. The organization is repositioning themselves
to take advantage of e-marketing towards enhancing Goldfarb (2022) The fact that the global economy
the integrated marketing communication to reach and the corporate world have been very integrated
wider audience at a time. by information technology require the exploration of
Digital marketing as an improved platform to
Vogus (2021) Digital marketing such as search effectively integrate marketing communication
engine optimization (SEO), search engine marketing across organization. As noted earlier, Digital
(SEM), Digital marketing, influencer marketing, marketing provides platform for the organization to
content automation, e-commerce marketing, integrate various promotional tools of the
campaign marketing, and social media marketing, organization in advertising the organization products
social media optimization, e-mail direct marketing, to the customers and the general public. Digital
display advertising, e–books, optical disks and marketing as noted by provides the organization the
games and are becoming more and more common in opportunity to measure the performance of the
our advancing technology. It’s also determined that promotional tools in real time on the basis of
large companies are regarding social media sites as demographic, geographic, psychographic of the
strategic tools and some businesses are even hiring targeted audience.
clients to oversee their social media pages. It’s
recommended that social media should be regarded
as an integral part of an organization’s integrated
marketing strategy and should not be taken lightly. .
Mulhern, (2022) The majority of studies on the use

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VI. RESEARCH METHODOLOGY

SIMPLE PERCENTAGE ANALYSIS
Research Methodology is a systematic way to
solve a research problem; It includes various steps This method is used to compare two or more
that are generally adopted by a researcher in series of data, to describe the relationship or the
studying the problem along with the logic behind distribution of two or more series of data.
them. Percentage analysis test is done to find out the
percentage of the response of the response of the
RESEARCH DESIGN respondent. In this tool various percentage are
identified in the analysis and they are presented by
A Research Design is the arrangement of
the way of Bar Diagrams in order to have better
conditions for collection and analysis of data in a
understanding of the analysis.
manner that aims to combine relevance to the
research purpose with the economy in procedure.
No. of respondents
The research design adopted for the studies is
descriptive design. The researcher has to describe Simple percentage = -------------------X 100
the present situation in order to know the behaviour Total no. of respondents
of the consumers. Hence descriptive research study
is used. Descriptive research can only report what
has happened and what is happening. CHI- SQUARE ANALYSIS
SAMPLING METHOD Chi-square was done to find out one way
analysis between socio demographic variable and
various dimensions of the program
Sample Size

The study based only on the clients engage. (O – E)2

2
Total number of samples taken for the study is 120 ᵡ =
respondents. E

where
O – Observed value, E – Expected value
Sample Design:
In general, the expected frequency for any call
Convenience sampling techniques were used can be calculated from the following equation.
for the study.
E = RT × CT / N
The calculated value of chi-square is
Sampling Size:
compared with the table value of ᵡ2 given degrees
A sample size is 120 respondents only. of freedom of a certain specified level of
significance. It at the stated level of the calculated
Statistical Tools Used: value of ᵡ2 the difference between theory and
observation is considered to be significant.
The commonly used statistical tools for Otherwise, it is in significant.
analysis of collected data are:
CORRELATION
1. Simple Percentage analysis Correlation is computed into what is known as
2. Chi-square Analysis the correlation efficient, which ranges between -1
3. Correlation to +1. Perfect positive correlation (a correlation co-
4. Anova efficient of +1) implies that as one security moves,
either up or down, the other security will move in
lockstep, in the same direction.

∑
√ ∑ ∑

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ANOVA us an approach to manage make various

appraisals a few groups induce. The Anova test
Appraisal of progress, or ANOVA, is a is performed by seeing two sorts of grouping,
solid certified method that is utilized to show the variety between the model derives,
capability between at any rate two systems or comparatively as the combination inside the
parts through importance tests. It likewise shows entirety of the models.

VII. DATA ANALYSIS AND INTERPRETATIONS

CHI-SQUARE

NULL HYPOTHESIS

Ho: There is no significance relationship between Age and Provide performance report and insights to
client

ALTERNATIVE HYPOTHESIS

H1: There is a significance relationship between Age and Provide performance report and insights to
client.

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Provide
performance report and 120 100.0% 0 .0% 120 100.0%
insights to client

Age * Provide performance report and insights to client Cross tabulation

Provide performance report and insights to client
Weekly Bi-weekly Monthly Quarterly As needed Total
Age 20- 25 years 4 3 1 6 8 22
26-30 years 2 10 3 8 10 33
31-35 years 4 2 17 6 6 35
Above 35
2 2 10 11 5 30
years
Total 12 17 31 31 29 120

Chi-Square Tests
Value df Asymp. Sig. (2-
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sided)
Pearson Chi-Square 32.231a 12 .001
Likelihood Ratio 33.024 12 .001
Linear-by-Linear
.023 1 .881
Association
N of Valid Cases 120
a. 8 cells (40.0%) have expected count less than 5. The minimum
expected count is 2.20.

INTERPRETATION

The chi-square analysis indicates a significant relationship between age and the frequency of providing
performance reports and insights to clients (p < .001). Both the Pearson and likelihood ratio tests support this
finding. However, the linear-by-linear association test suggests no significant linear trend in the association
between the two variables.

RESULT

Since the calculated value is less than the table value. So, we accept the null hypothesis. There is no relationship
between Age and Provide performance report and insights to client.

CORRELATION

The table shows that the relationship between Experience and Steps do you take ensure continuous improvement

Correlations
Steps do you
take ensure
continuous
Experience improvement
Experience Pearson Correlation 1 -.133
Sig. (2-tailed) .147
N 120 120
Steps do you take ensure Pearson Correlation -.133 1
continuous improvement Sig. (2-tailed) .147
N 120 120

Correlations
Steps do you
take ensure
continuous
Experience improvement
Kendall's taub Experience Correlation Coefficient 1.000 -.118
Sig. (2-tailed) . .118
N 120 120
Steps do you take Correlation Coefficient -.118 1.000

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ensure continuous Sig. (2-tailed) .118 .

improvement N 120 120
Spearman's rho Experience Correlation Coefficient 1.000 -.142
Sig. (2-tailed) . .121
N 120 120
Steps do you take Correlation Coefficient -.142 1.000
ensure continuous Sig. (2-tailed) .121 .
improvement N 120 120

INTERPRETATION
The correlation analysis suggests a weak negative relationship between Experience and Steps taken
for continuous improvement. However, none of the correlations are statistically significant at the 0.05 level,
indicating that further investigation may be needed to draw stronger conclusions.

RESULT

This is a positive correlation. There are relationships between Experience and Steps do you take ensure
continuous improvement.

ANOVA

NULL HYPOTHESIS Ho:

There is no significant relationship between age and make sure online marketing fits the client want to reach.

ALTERNATIVE HYPOTHESIS H1:

There is a significant relationship between age and make sure online marketing fits the client want to reach.
ANOVA

Age

Sum of Squares df Mean Square F Sig.

Between Groups 5.120 3 1.707 1.553 .205

Within Groups 127.472 116 1.099

Total 132.592 119

Multiple Comparisons

Dependent Variable:Age

95% Confidence
Interval
(I) Make sure online (J) Make sure online Mean
marketing fits the client marketing fits the client want Difference Std. Lower Upper
want to reach to reach (I-J) Error Sig. Bound Bound

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Scheffe We make special things We show ads to the right

-.616 .291 .219 -1.44 .21
just for them kinds of people

We use words and pictures

-.408 .306 .622 -1.28 .46
they like

We do something else -.434 .271 .467 -1.20 .33

We show ads to the right We make special things just

.616 .291 .219 -.21 1.44
kinds of people for them

We use words and pictures

.208 .287 .913 -.61 1.02
they like

We do something else .182 .249 .911 -.53 .89

We use words and We make special things just

.408 .306 .622 -.46 1.28
pictures they like for them

We show ads to the right

-.208 .287 .913 -1.02 .61
kinds of people

We do something else -.026 .267 1.000 -.78 .73

We do something else We make special things just

.434 .271 .467 -.33 1.20
for them

We show ads to the right

-.182 .249 .911 -.89 .53
kinds of people

We use words and pictures

.026 .267 1.000 -.73 .78
they like

LSD We make special things We show ads to the right

-.616* .291 .036 -1.19 -.04
just for them kinds of people

We use words and pictures

-.408 .306 .185 -1.01 .20
they like

We do something else -.434 .271 .112 -.97 .10

We show ads to the right We make special things just

.616* .291 .036 .04 1.19
kinds of people for them

We use words and pictures

.208 .287 .469 -.36 .78
they like

We do something else .182 .249 .467 -.31 .68

We use words and We make special things just

.408 .306 .185 -.20 1.01
pictures they like for them

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We show ads to the right

-.208 .287 .469 -.78 .36
kinds of people

We do something else -.026 .267 .922 -.56 .50

We do something else We make special things just

.434 .271 .112 -.10 .97
for them

We show ads to the right

-.182 .249 .467 -.68 .31
kinds of people

We use words and pictures

.026 .267 .922 -.50 .56
they like

Bonferroni We make special things We show ads to the right

-.616 .291 .217 -1.40 .16
just for them kinds of people

We use words and pictures

-.408 .306 1.000 -1.23 .41
they like

We do something else -.434 .271 .672 -1.16 .29

We show ads to the right We make special things just

.616 .291 .217 -.16 1.40
kinds of people for them

We use words and pictures

.208 .287 1.000 -.56 .98
they like

We do something else .182 .249 1.000 -.49 .85

We use words and We make special things just

.408 .306 1.000 -.41 1.23
pictures they like for them

We show ads to the right

-.208 .287 1.000 -.98 .56
kinds of people

We do something else -.026 .267 1.000 -.74 .69

We do something else We make special things just

.434 .271 .672 -.29 1.16
for them

We show ads to the right

-.182 .249 1.000 -.85 .49
kinds of people

We use words and pictures

.026 .267 1.000 -.69 .74
they like

Sidak We make special things We show ads to the right

-.616 .291 .198 -1.39 .16
just for them kinds of people

We use words and pictures

-.408 .306 .708 -1.23 .41
they like

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We do something else -.434 .271 .509 -1.16 .29

We show ads to the right We make special things just

.616 .291 .198 -.16 1.39
kinds of people for them

We use words and pictures

.208 .287 .978 -.56 .98
they like

We do something else .182 .249 .977 -.49 .85

We use words and We make special things just

.408 .306 .708 -.41 1.23
pictures they like for them

We show ads to the right

-.208 .287 .978 -.98 .56
kinds of people

We do something else -.026 .267 1.000 -.74 .69

We do something else We make special things just

.434 .271 .509 -.29 1.16
for them

We show ads to the right

-.182 .249 .977 -.85 .49
kinds of people

We use words and pictures

.026 .267 1.000 -.69 .74
they like

Gabriel We make special things We show ads to the right

-.616 .291 .194 -1.39 .16
just for them kinds of people

We use words and pictures

-.408 .306 .702 -1.23 .41
they like

We do something else -.434 .271 .490 -1.15 .28

We show ads to the right We make special things just

.616 .291 .194 -.16 1.39
kinds of people for them

We use words and pictures

.208 .287 .977 -.56 .97
they like

We do something else .182 .249 .975 -.48 .85

We use words and We make special things just

.408 .306 .702 -.41 1.23
pictures they like for them

We show ads to the right

-.208 .287 .977 -.97 .56
kinds of people

We do something else -.026 .267 1.000 -.73 .68

We do something else We make special things just

.434 .271 .490 -.28 1.15
for them

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We show ads to the right

-.182 .249 .975 -.85 .48
kinds of people

We use words and pictures

.026 .267 1.000 -.68 .73
they like

Hochberg We make special things We show ads to the right

-.616 .291 .196 -1.39 .16
just for them kinds of people

We use words and pictures

-.408 .306 .702 -1.23 .41
they like

We do something else -.434 .271 .504 -1.16 .29

We show ads to the right We make special things just

.616 .291 .196 -.16 1.39
kinds of people for them

We use words and pictures

.208 .287 .977 -.56 .98
they like

We do something else .182 .249 .976 -.48 .85

We use words and We make special things just

.408 .306 .702 -.41 1.23
pictures they like for them

We show ads to the right

-.208 .287 .977 -.98 .56
kinds of people

We do something else -.026 .267 1.000 -.74 .69

We do something else We make special things just

.434 .271 .504 -.29 1.16
for them

We show ads to the right

-.182 .249 .976 -.85 .48
kinds of people

We use words and pictures

.026 .267 1.000 -.69 .74
they like

*. The mean difference is significant at the 0.05 level.

RESULT
From the above analysis, we find that calculated value of the F-value is a 28.22 value. There is a
significant relationship between Age and make sure online marketing fits the client want to reach.

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VIII. FINDINGS SUGGESTIONS AND  Majority 27.5% of the respondents are

CONCLUSION happy client online marketing.
 Majority 25% of the respondents are we
FINDINGS look at how things are going keep getting
better.
 Majority 29.2% of the respondents age
group 31 – 35 years.
 Majority 34.2% of the respondent’s SUGGESTIONS
experience are 5-7 years. Digital marketing offers benefits related to reach,
 Majority 36.7% of the respondent are very cost effectiveness and efficiency. Digital marketing
effectively in communication with clients. allows marketers to see accurate results in real
 Majority 25% of the respondents are time. Common people are nowadays enabled to
searching engine channel used. access the internet in their day-to-day life with the
 Majority 25.8% of the respondents are help of the innovations of mobile together with
monthly and quarterly provide low-cost data. Some companies can be portrayed
performance report. by customers negatively as some consumers lack
 Majority 59.2% of the respondents are trust online due to the amount of advertising that
received feedback from client. appears on websites and social media that can be
 Majority 25% of the respondent are considered frauds. Digital marketing is highly
conversion rates success measures of the dependent on the internet. Because internet may
client. not be accessible in certain areas or consumers may
 Majority 29.2% of the respondent are have poor internet connection. Digital marketing
targeted advertising campaigns way to has a bright future for long term sustainability of
digital marketing strategies. the product or services in the current technological
 Majority 32.5% of the respondent are market. Some of the most common digital platform
discussed and negative change based on includes the active use of internet, websites,
feasibility and impact handle client in mobile, television, SMS etc. To enjoy creativity,
marketing strategies. innovation, loyalty and large consumer base the
 Majority 25% of the respondents are companies are concentrating and increasing the use
satisfied in digital marketing effort. of digital platform to promote their product and
 Majority 25.8% of the respondents are services.
keeping up with industry trends take
ensure continuous improvement.
 Majority 35% of the respondent are not CONCLUSION
really sure the client.
 Majority 35% of the respondents are not An enthusiastic and driven employee is a
really talk to client online marketing plan. crucial resource for any organization, capable of
 Majority 61.7% of the respondents are significantly contributing to business growth and
heard from the client about online revenue. This study affirms the significance of
marketing mix. employee motivation in achieving success within
 Majority 26.7% of the respondents are an organization. Without proper motivation,
social media promote the client business management may struggle to reach their
online. organizational objectives efficiently and
 Majority 36.7% of the respondents are effectively.
every three months tell the client online
marketing. REFERENCES
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