A PROJECT REPORT ON

" To Study the Transformation and Evolution From

Traditional To Digital Marketing "

Submitted in partial fulfilment of the requirement for

the Award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION SESSION

(2024-2025)

UNDER THE GUIDANCE OF SONALI GAUTAM

Mrs. ANAMIKA SRIVASTAV ROLL NO. 22014002520

JAGRAN COLLEGE OF ARTS SCIENCE AND COMMERCE AFFILATED

TO C.S.J.M. UNIVERSITY KANPUR

1
 ACKNOWLEDGEMENT

First and foremost, I would like to express our gratitude to my Supervisor/Internal guide
Mrs. Anamika Srivastav Assistant Professor at Jagran College of Arts, Science and
Commerce, Kanpur who was a continual source of inspiration. She pushed us to think
imaginatively and urged us to do this work without hesitation. Her vast knowledge,
extensive
experience, and professional competence in Commerce, enabled us too successfully
accomplish this project. This endeavour would not have been possible without his/her help
and supervision.
I would like to express my gratitude to my Principal Dr. Asmita Dubey Ma'am who helped
me to learn a lot about this project. Her ideas, comments and guidance aided in the
completion of this project. This initiative would not have been a success without the
contributions of each and every individual. We were always there to cheer each other on,
and
that is what kept us together until the end. I would like to thank the CSJM University, Kanpur
for providing me with the opportunity to work on the project.
TOPIC- “To Study the Transformation and Evolution from Traditional to Digital Marketing’’
I am grateful to the college administration for providing me with such a significant chance. I
believe I will participate in more such activities in the future. I guarantee that this project
was
created entirely by me and is not a forgery. Finally, I would like to express my gratitude to
my parents and friends for their excellent comments and support during the completion of
this project.

Sonali Gautam
BBA: 6TH SEM
Batch: 2022-25
CSJMA22001389864

2
3
 STUDENT’S DECLARATION

I hereby declare that the work which is being presented in the project entitled
TOPIC- “To Study the Transformation and Evolution from Traditional to Digital Marketing’’
in partial fulfilment of the requirements for the award of the degree
of Bachelor of Business administration and submitted to the Jagran College of Arts, Science
& Commerce, Kanpur is an authentic record of my own work and this report has been
prepared under the supervision of Mrs. Anamika Srivastava Assistant Professor, Jagran
College of Arts, Science and Commerce Kanpur.

I declare that this written submission represents my original work in my own words
and where other’s work has been included, I have adequately cited and referenced the
original sources. I also declare that I have adhered to all principles of academic honesty
and integrity and have not misrepresented or fabricated or falsified any
idea/data/fact/source in my submission. I understand that any violation of the above will be
cause for disciplinary action by the college and can also evoke penal action from the
sources which have thus not been properly cited or from whom proper permission has
not been taken when needed.

The matter presented in this report has not been submitted by me for the award of any
other degree of this or any other University/Institution

4
 LIST OF CONTENTS
SR. No. PARTICULARS PAGE No.

1 Introduction 5 - 20

2 Industry Profile 21 - 26

3 Literature Review 27 - 29

4 Problem Definition 30 - 31

5 Objectives of Study 32 - 37
5.1 Scope of Study
5.2
Limitations of Study
5.3
Hypothesis
6 Research Methodology 38 - 39

7 Data Analysis & Interpretation 40 - 49

8 Findings 50 - 51

9 Suggestions 52 - 53

10 Conclusion 54 - 55

11 Bibliography 56 - 57

12 Annexture 58 – 61

5
CHAPTER -
1
Introducti
on

6
 Introduction

In the past century, companies have made a great effort to leave their rivals behind
throughout the process of globalization and branding. Companies follow various strategies in
order to adopt to the competition and make a difference.

Additionally, meeting and satisfying customer needs have become much more difficult since
customer demands have increased. Moreover, since the beginning of the 21st century,
technology have been improving drastically, causing changes in each and every part of our
lives. Companies have inevitably been affected by these changes and have started to use
information and communication technologies more and more in the market.

One of the advantages the Internet provides is that daily problems can be solved easily and
quickly. In addition to this, consumer awareness takes a different shape with the advances in
technology. Consumers now can find various products and services and make a comparison
between them, especially with the help of social media. Furthermore, companies are able to
analyse the behaviours and habits of consumers better with the help of social media.

Companies which are properly and constantly making editions and optimizations on their
web pages are one step ahead in digital marketing. It has become crucial to know the type of
search engines consumers use and whether they are able to find certain companies on
search engine maps. Advertisements, which were once famous on newspapers, have been
replaced with the ones on the web.

In this study, you will be given conceptual information about the stages of digital marketing
in the beginning. Then the digital marketing advertisements and the traditional ads will be
compared in terms of measurability. Finally, advantages of interactive media will be
evaluated.

7
1. WHAT IS MARKETING?

Marketing refers to any actions a company takes to attract an audience to the company's

product or services through high-quality messaging. Marketing aims to deliver standalone

value for prospects and consumers through content, with the long-term goal of
demonstrating

product value, strengthening brand loyalty, and ultimately increasing sales.

2. WHAT IS TRADITIONAL MARKETING?

Traditional marketing refers to any form of advertising or promotional activity that has been

used before the rise of digital media. This can include a wide range of activities, such as print

advertising (e.g. newspapers, magazines), broadcast advertising (e.g. television, radio), direct

mail marketing, telemarketing, billboards, and in-person events and activations.

3. WHAT IS DIGITTAL MARKETING?

Digital marketing (also known as data-driven marketing) is an umbrella term for the

marketing of products or services using digital technologies, mainly on the Internet, but also

including mobile phones, display advertising, and any other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands and

businesses utilize technology for marketing. As digital platforms are increasingly

incorporated into marketing plans and everyday life, and as people use digital devices
instead of visiting physical shops, digital marketing campaigns are becoming more prevalent
and efficient.

8
TRADITIONAL MARKETING:

Techniques of Traditional Marketing:

Direct Mail:

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

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

Print:

Print marketing includes advertising products and services through newspapers and
magazines. Print marketing is both a mass-marketing and niche-marketing strategy.

As a mass-marketing strategy, printed advertisements reach different classes of people, who

might or might not have an interest in the product. In magazines, print marketing reaches
out to the niche market that reads the magazine, such as women, fathers, teens or car
lovers.

9
Broadcast:

Television and radio are traditional avenues still widely used. Broadcast marketing reaches a

large audience within a limited period of time. Television advertisements also bring

authenticity and realism to a product as people can see how the product works. However,

broadcast messages have a shorter lifespan compared with printed messages.

Referral:
Referral marketing, also known as word of mouth, relies on customers to spread information

about products or services. Referral is not a strategic or planned marketing activity, but it

might help a business build a loyal client base. It also costs close to nothing for the business.

Billboards:

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

10
Newspapers:

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

Magazines:

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

While the magazine is most likely published monthly, many keep their magazines for several
months and read them more than once.

11
Additionally, magazines are more typically passed off to others than newspapers, so there is
a much higher chance that your advertisement will be seen.

Advantages and Disadvantages of

Traditional Marketing

Advantages:

Reach:
You can reach a group of specific consumers that do not necessarily utilize internet
browsing.

Face to Face Contact:

Personalized marketing is considered to be one of the best strategies and the most efficient
method to gain recognition as a brand and product.

Tangible Offers:
Traditional Marketing offers tangibility- this refers to ads or products that clients contact in

during their free time, like a newspaper ad for example.

Disadvantages:
Expensive:
Purchasing television, radio, or printed ads tends to be pricey for both small and mid-sized

businesses.

Inefficiency:
Unlike Online Marketing, it is quite difficult to measure the conversion rate of your ads

through traditional marketing, which makes it difficult to have a good understanding of the

efficiency of your ads and the results they offer.

12
Forced Strategy:
This type of marketing strategy is known to be a forced method of selling a product, since
the consumer is not necessarily seeking your product in the first place.

13
DIGITAL MARKETING

Digital Marketing Tactics:

Content Marketing
Content marketing is a strategic marketing approach focused on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience

and, ultimately, to drive profitable customer action.

Display Advertising:

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

14
Mobile Marketing:

Mobile-centric ads are the current trend. From the in-app messages to the videos, mobile
advertising is the most effective way to promote your brand. With the entire world going
mobile, developing short and crisp communication targeting the mobile users is the best
practice. As people carry their mobiles your brand communication stays in their mind, for a
longer time.

While developing mobile ads, ensure that it fits the screen sizes of all hand-held devices. In
this way, your message will be clear and you shall successfully position your brand name in
the minds of your targets.

Marketing Skills Digital marketers support the wider marketing team and the strategic goals
of the whole company by rolling out marketing strategies in the online environment, Hobson
said.

Digital marketers strive to be a voice for the customer and how they want to interact with a
brand digitally, Rogers said.

15
Email Marketing:

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

Affiliate Marketing:

With the increased prominence of online marketing, affiliate marketing—also known as

influencer marketing has become popular among many organizations in bridging the gap
between consumers and organizations.

16
Search Engine Optimization (SEO):

Search engine optimization (SEO) is a technique that seeks to improve the ranking of online
material on search engines, such as Google or Bing. If you have ever searched for something
on Google, you’ve likely noticed that even the simplest search can yield millions of results.
Yet, you probably rarely go past the first few suggestions, let alone the next page.

Social Media Marketing:

Social media marketing is a form of digital marketing that uses social networks, such as
Twitter, Instagram, and Facebook, to reach customers. A core feature of modern digital
marketing, social media marketing leverages the reach of social network platforms with
data-driven efforts to reach targeted consumers.

The active user size of social media platforms makes them particularly enticing to marketers.
One study published in January 2022 quantified the number of active social network users in
the billions

17
Advantages of digital marketing:

Global reach - a website allows you to find new markets and trade globally for only a small
investment.

Lower cost - a properly planned and well targeted digital marketing campaign can reach
the

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

Trackable, measurable results - measuring your online marketing with web analytics
and

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

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

Disadvantages of digital marketing:

Skills and training - You will need to ensure that your staff have the right knowledge and
expertise to carry out digital marketing with success. Tools, platforms and trends change

rapidly and it's vital that you keep up-to-date.

Time consuming - Tasks such as optimizing online advertising campaigns and creating
marketing content can take up a lot of time. It's important to measure your results to ensure
a return-on-investment.

High competition - While you can reach a global audience with digital marketing, you are
also, up against global competition. It can be a challenge to stand out against competitors
and

to grab attention among the many messages aimed at consumers online.

18
1. IS, DIGITAL MARKETING EFFECTIVE?
Digital marketing can be very effective, especially when implemented correctly. Digital
marketing offers a wide range of tactics and channels that can be tailored to reach specific
target audiences, engage them in two-way conversations, and build strong relationships with
customers over time.

2. How and Why Digital Marketing Is Growing?

A business owner wants to go to the customer. Customers spend more time and resources
on online channels than ever before. They are consuming ads on websites, apps, or social
media. Businesses have to personalize their content per their audience. Since this audience
hangs out online, digital marketing is growing.

It’s also increasing because the digital marketing industry is thriving. Here’s a digital
marketing salaries guide showing the growth of digital marketing from an employment
perspective.

3. How Do Businesses Monitor the Success of Digital Marketing?

connection through consumer-focused content is vital. This is true regardless of formats,

platforms, and Google trends. The impact of your digital marketing strategies depends on
the KPIs that are relevant to the branch of digital marketing and the tools you are using. You
use analytics tools like Google Analytics and Heap to track these KPIs and get actionable
insights. Website metrics—such as overall traffic, bounce rates, and average time per visit—
are all important to look at.

A company with more robust a social media strategy might use different metrics, such as
reach and impressions, engagement rate, and click-through rate.

4. What Is the Heart of Digital Marketing?

The heart of digital marketing is knowing your audience. It doesn’t matter how much you
spend on digital marketing strategies, or what your digital marketing efforts include. If your
business is unclear about the audience and their pain points, there’s no point. Empathetic

19
connection through consumer-focused content is vital. This is true regardless of formats,
platforms, and Google trends.

ENHANCE DIGITAL MARKETING CAMPAIGN:

Define your target audience: Clearly define your target audience and tailor your
messaging

and content to their needs and interests. Use demographic data, customer feedback, and

analytics to better understand your audience and create more personalized and relevant

content.

Set clear goals and KPIs: Define specific, measurable goals and key performance
indicators

(KPIs) to track your progress and determine the success of your campaigns. Use analytics

tools to monitor your metrics in real-time and make data-driven decisions to optimize your

campaigns.

Optimize your website: Ensure that your website is user-friendly, mobile-responsive,

and

optimized for search engines. Use keywords, meta tags, and internal linking to improve your

website's visibility and ranking in search engine results pages (SERPs).

Leverage social media: Use social media platforms to engage with your audience, build
relationships, and drive traffic to your website. Use paid advertising and social media

influencers to expand your reach and increase engagement.

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

that

resonates with your target audience. Use blog posts, info graphics, videos, and other forms
of

20
content to attract and engage your audience.

21
THE 4 PS OF MARKETING AND THEIR IMPLICATIONS FOR DIGITAL MARKETING

 Product
 Price
 Place
 Promotion

Product:
This may be a physical product or a service proposition. The key here is that something is
developed that people actually want to buy. Some businesses begin with a product and then
try to force that on an audience. If there is no demand for your product and no one is
interested then you will not be able to create demand.

Price:
Pricing is the second P and one that can be more of a science than an art. Understanding
price elasticity and competitive positioning are angles to consider but the key factor is
whether the price reflects the amount that people are willing to pay. The ‘willing to pay’
element depends on many factors such as brand value, online reviews, product quality and
others but there are also numerous pricing tactics and strategies that can be employed
during the different phases of the product life cycle.

Place:
Location, location, location. In the marketing mix, the process of moving products from the
producer to the intended user is called place. In other words, it is how your product is
bought and where it is bought.

This movement could be through a combination of intermediaries such as distributors,

wholesalers and retailers. Building your shop in the wrong place decreases footfall and
ultimately means fewer sales. Having your shop in the right place but not having the stock in
the shop is even worse.

22
Promotion:
Promotion is what most people think of when they hear the word marketing and consists of
TV campaign, press advertising and display banners. This is often the first time that people
will have any relationship with the company’s brand and in below-the-line marketing; this
can be a personal relationship. To be successful in digital marketing, first impressions about
the company are very important and hence so getting the company’s promotion strategy
right is vital.

23
CHAPTER -
2
INDUSTRY
PROFILE

24
 INDUSTRY PROFILE

THE NATURE OF BUSINESS

SECTOR: TRADITIONAL/DIGITAL MARKETING

INDUSTRY: MARKETING

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

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

Industry Trends:
The marketing industry has undergone significant changes in recent years, driven mainly by
the shift towards digital marketing. While a significant proportion of businesses still rely on
traditional marketing methods, more and more companies are shifting towards digital
marketing due to its cost-effectiveness and target specificity.

25
SWOT ANALYSIS OF TRADITIONAL AND DIGITAL MARKETING

Strengths of Traditional Marketing:

Reaches a wide audience: Traditional marketing has been around for decades and has
become a tried and tested method for reaching a wide audience, through modes like
television, radio, and print advertisements.

Tangibility: Tangibility of traditional marketing materials such as flyers, brochures,

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

Familiarity for older audiences: People from older generations might find traditional
marketing methods more accessible, as they are more familiar with them.

Selective targeting: Traditional marketing offers easy targeting, as it is possible to

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

Strengths of Digital Marketing:

Access to a global audience: Digital marketing reaches a vast number of people

worldwide via the internet.

Cost-effective: Digital marketing is much cheaper than traditional marketing, making it

suitable for small businesses and start-ups, which may have a limited marketing budget.

Real-time analytics: Online marketing metrics, or analytics, can be monitored in real-

time, allowing businesses to evaluate the impact of their marketing strategies quickly.

Personalization: Digital marketing provides marketers with the potential to personalize

their approach since it can track a user's browsing habits, social media behaviour, search
history, etc.

26
Weaknesses of Traditional Marketing:

Limited analytics: It is difficult to measure the performance of traditional marketing

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

Expensive: Traditional marketing activities such as creating TV commercials, newspaper

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

Scope for errors: Traditional methods provide limited testing opportunities, making it
more
costly and time-consuming to correct errors or to change the strategies once implemented.

Limited personalization: Due to the limited targeting capabilities and inability to provide
targeting beyond demographics and specific locations, traditional marketing lacks
personalization.

Weaknesses of Digital Marketing:

Requires internet access: Digital marketing depends on users having access to the
internet; it may not be cost-effective if a business wants to target users without access to the
internet.

Overwhelming competition: The number of digital marketing strategies and

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

Potential for errors: Although digital marketing offers real-time analysis, the data
collected
can be overwhelming, resulting in errors or an insufficient understanding of the data's real
implications.

27
Dependence on technology: If the internet or the power supply goes down, then digital
marketing strategies may become ineffective and unavailable, making the brand invisible.

Opportunities of Traditional Marketing:

Reach a wide audience: Traditional marketing methods allow businesses to reach a large

number of people at once regardless of the demographics.

Tangibility: Products and services could be presented to customers physically in traditional

marketing methods, creating lasting impressions.

Personal touch: Traditional marketing methods like handouts and direct mails offer a

personal touch that digital marketing can’t replicate.

Threats of Traditional Marketing:

Cost: Traditional marketing methods like print ads, billboards, and brochures can be quite

expensive, especially for small businesses.

Limited interactive capabilities: Traditional marketing doesn’t allow for two-way

communication between businesses and customers.

Difficulty in tracking results: Traditional marketing methods do not offer good tracking

options, so it is difficult to understand their impact.

28
Opportunities of Digital Marketing:

Targeted audience: Digital Marketing allows businesses to target a specific audience

more effectively.

Cost-effective: Digital marketing methods like social media advertising and email

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

Interactive: Digital marketing channels like social media and web-based channels allow

businesses to connect and interact with customers in real-time.

Threats of Digital Marketing:

Over reliance on technology: Digital marketing relies heavily on technology which can

be unreliable at times.

High competition: Digital marketing is highly competitive and requires consistent

monitoring and adjustment to be successful.

Potential for fraud: Digital marketing can be prone to click fraud, where businesses pay

for clicks that do not lead to actual sales.

29
CHAPTER -
3
LITERATUR
E REVIEW

30
 LITERATURE REVIEW

According to Neelika Arora Has published research article entitled "Trends in Online
Advertising" in advertising Express, Dec 2013. The global online advertising revenues are
expected to touch US $10bn by 2015. In India, the revenues at present are estimated to be
Rs 80 cr. and are expected to increase six times more within the next five years.

In India, Internet as a medium is accepted by a wider industrial segment that includes

automobiles, telecom, education, banking, insurance, credit cards. FMCG (Fast Moving
Consumer Goods), apparel clothing, durables, media, business services and tourism. Out of
these, it is estimated that the banking, FMCG and insurance sectors together account for
45% of the total advertising spend.

In comparison to this, automotive, travel and retail spend 37% of the total advertising
revenue and financial service companies spend 12% only. Some of the top spenders in India
are automobiles, followed by brands like Pepsodent, Kellogg’s, Cadbury, HDFC (Housing
Development Finance Corporation Ltd.) loans and Sun silk.

In addition to these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms- Goggle,
Yahoo, Microsoft, AOL (America Online Launchers), and Overture Approximately. 90% of the
Goggle revenues come from advertising In India, portals like indiatimes.com,
exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online
spender. This article explains demographic profile of Indian users.

According to Sumanjeet Has published article on "On Line Banner Advertising" in Indian
Journal of Marketing Online banner advertising has great potential as an advertising
medium. It is easy to create, place and use. It offers companies targeting well educated.
Innovative, affluent males/females or students with great potential for success as their
segments are highly represented.

31
According to Avinash Kaushik He is an Indian entrepreneur published an article in dec 2014
titled digital marketing and analytics are two ladders of magnificent success Jaffrey
Graham45 has published his article entitled "Web advertising's future e- Marketing strategy
Morgan Stanley Dean Witter published an equity research report analysing the Internet
marketing and advertising industry. The report studies research from dozens of companies
and calculates the cost and effectiveness of advertising across various media.

Branding on the Internet works. For existing brands, the Internet is more effective in driving
recall than television, magazines, and newspapers and at least as good in generating product
interest Advertising in social media: How consumers act after seeing social ads. Adapted
from Nielsen (2012: 10). Social media has not only changed how people communicate
online, but it has also changed the consumption of other media too.

Online social connections are used to filter, discuss, disseminate, and validate news
entertainment, and products for consumption (Ryan 2011: 15) The next chapters will explain
more about each of the world's current most widely used social medias. There are, of
course, many other social networks and applications (apps) available but considering the
study, the focus is on the main Medias.

According to Vikas Bondar He has published his article on "sales and marketing strategies"
Internet is a really good thing. The Internet gives people a greater amount of information as
we need. It is the best way to get a comparison of the products that we need. If we are
interested in buying. it is best for us to check the Web sites. Also, if we would like to make
our own Web page, we can do this, without paying a lot of money.

From where do we set all this information? The answer is from advertising, which we see.
everywhere on TV on the Internet, in the newspapers and more. Year after year we get more
and more new, interesting information and in the future the Internet use will increase more
than now. This article explains how internet is useful tool for advertisement

32
CHAPTER -
4
PROBLEM
DEFINITIO
NS
33
34
 PROBLEM DEFINITION

Traditional Marketing:
Decreased sales or revenue: This problem might arise due to changes in the market,
decreased demand for the product, or increased competition.

Lack of brand awareness: Customers might not know about the company's products or

services, which makes it difficult to attract new customers and increase sales.

Limited reach: Traditional marketing tactics like flyers and billboards have a limited reach
and might not reach the desired target audience.

Poor customer retention: Customers might switch to competitors due to dissatisfaction with

the product or service.

Digital Marketing:
Low online visibility: A website might not rank high on search engine results pages,
reducing

its visibility and reach.

Low website traffic: A website might not attract many visitors, reducing its chances of
generating leads and revenue.

High bounce rate: Visitors might leave the website quickly, indicating that the website
failed to meet their expectations or provide useful information.

Poor lead generation: Visitors might not convert into leads due to a lack of trust, poor
user experience, or inadequate lead generation tactics.

35
CHAPTER -
5
OBJECTIVE
S OF
STUDY
36
37
 OBJECTIVES OF STUDY

 To study the effect of Digital marketing on brand awareness and overall perception of
the company.

 To know whether online marketing is better than offline marketing in today’s

scenario.

 To gather knowledge about the various modes of marketing.

 To evaluate the mode of marketing gives better results in terms of sale, profit etc.

 To identify the satisfaction level of customers about online and traditional marketing.


38
5.1 SCOPE OF STUDY

 Conducting market research to identify the target audience and their digital
behaviours and preferences.

 Evaluating and optimizing email marketing campaigns to improve open rates, click
through rates, and conversion rates.

 Analysing website traffic and user behaviour through web analytics tools to identify
areas for improvement.

 Developing a content marketing strategy that aligns with the brand's messaging and
business objectives.

 Creating and executing a social media marketing campaign to increase brand

awareness and engagement.

39
5.2 LIMITATION OF STUDY

 Sample bias: Research conducted solely through online surveys or social media may
only capture the perspectives of individuals who are active online, leading to a biased
sample that may not accurately represent the larger population.

 Limited data access: Due to privacy concerns, researchers may have limited access to
data that digital marketing platforms collect, making it difficult to accurately measure the
effectiveness of certain digital marketing strategies.

 Rapidly evolving technology: The digital marketing landscape is constantly evolving,

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

 Difficulty measuring impact: Measuring the impact of digital marketing strategies

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

 Limited generalizability: Results from digital marketing studies may not be easily
generalized to other industries or regions, as different factors may come into play in
different contexts.

 Lack of standardization: There is a lack of standardization in the way that digital

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

40
5.3

HYPOTHESIS

HYPOTHESIS:

This study is conducted to assess the hypothesis that if company is marketed through
social media platforms, then what will be the effects of this type of marketing on its
image or awareness.

NULL HYPOTHESIS [H0]- There is no significant relationship between marketing the

products on web through social media channels.

ALTERNATIVE HYPOTHESIS [H1]- There is a significant relationship between the

marketing on social media channels and its effects on the company’s brand

41
 HYPOTHESIS TESTING

NULL HYPOTHESIS (HO): There is no significant relationship between marketing the

products on web through social media channels.

ALTERNATIVE HYPOTHESIS (H1): There is a significant relationship between the

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

Results: Based on the results of our hypothesis testing, we reject the null hypothesis
and
accept the alternative hypothesis. This means that there is a statistically significant
relationship between marketing products on the web through social media channels. We
can conclude that social media marketing is an effective strategy for promoting products
on the web.

42
CHAPTER -
6
RESEARCH
METHODOLOGY

43
 RESEARCH METHODOLOGY

Steps or techniques used to identify, select, process, and analyse information so as to

clearly understanding the research problem with the help of data or information. In this
study both primary and secondary data has been used for carrying out the result.

MODE OF DATA COLLECTION:

There are two types of data:

 Primary Data: Primary research is data which is obtained firsthand. This means
that the researcher conducts the research. Primary research means going directly
to the source, rather than relying on pre-existing data samples.

 Secondary Data: Secondary research is also known as desk research. This type of
research relies on pre-existing data sources such as company websites, articles
and market research reports. It is generally carried out at a desk, either offline (via
books, research documents, etc.) or online (via websites, pdf reports, etc.).

This study is based on secondary data which collected using different websites available
on the internet. We also collected data from various websites available on the internet
including the official website of the company and other survey conducting websites

44
CHAPTER -
7
RESEARCH
METHODOLOGY

45
 DATA ANALYSIS & INTERPRETATION
1.What is your occupation?

Particulars No. of respondents Percentage

Student 14 73.7
Professional 4 21.1
Entrepreneur _ _
Marketing Specialist
Others (please specify) 1 5.3

1; 5%

4; 21% Student
Professional
Entrepreneur Marketing
Specialist
Others (please specify)
14; 74%

46
2.Which method of marketing you prefer?

Particulars No. of respondents Percentage

Traditional 6 31.6
Digital Marketing 13 68.4

32%

Traditional
Digital Marketing
68%

3.Do you think digital marketing is more effective than traditional marketing
to launch product?

Particulars No. of respondents Percentage

Yes 10 52.6
No 3 16
Maybe 6 31.6

32%

Yes
53% No
Maybe

16%

47
4.What do you think is the biggest advantage of digital marketing over
traditional marketing?

Particulars No. of respondents Percentage

Cost-effectiveness 4 21.1
Real-time analytics 8 42.1
Global reach 6 31.6
Personalized content 4 21.1
Others (please specify) 4 21.1

Others (please specify) 21.1

4

Personalized content 21.1

4

Global reach 31.6

6

Real-time analytics 42.1

8

Cost-effectiveness 21.1
4

0 5 10 15 20 25 30 35 40 45

Percentage No. of respondents

48
5.Does online marketing is more effective than traditional marketing?

Particulars No. of respondents Percentage

Strongly agree 3 15
Agree 11 55
Disagree 4 20
Strongly disagree 2 10

10%
15%

20%
Strongly agree
Agree
Disagree
Strongly disagree

55%

49
6.What are the benefits does traditional marketing offer over the online
marketing?

Particulars No. of respondents Percentage

Low cost 8 42.1
Time saving 11 57.9
Ease of shopping 3 15.8
Interactive medium 3 15.8

Interactive
medium

Ease of shopping

Time saving

Low cost

0 10 20 30 40 50 60

Series3 Percentage No. of respondents

50
7.Which platform do you prefer for brand promotions?

Particulars No. of respondents Percentage

Facebook 7 35
Instagram 13 65
YouTube 7 35
LinkedIn 3 15

10%
23%

23%
Facebook
Instagram
YouTube
LinkedIn

43%

51
8.Which of the following do you think has the greatest impact on consumer
purchasing decisions today?

Particulars No. of respondents Percentage

Traditional 4 20
advertisements
(TV.print)
Online reviews and 13 65
ratings
Social media 8 40
influencers
Email marketing 4 20
campaigns
In-store promotions 2 10

In-store promotions 10
2

Email marketing campaigns 20

4

Social media influencers 40

8

Online reviews and ratings 65

13

Traditional advertisements
20
(TV.print) 4

0 10 20 30 40 50 60 70

Percentage No. of respondents

52
9.In your opinion, has digital marketing completely replaced traditional
marketing?

Particulars No. of respondents Percentage

Yes 5 25
No 5 25
Partially 7 35
Not sure 3 15

15%

25%

Yes
No
Partially
Not sure

35%

25%

53
10.Which marketing channel do you find most effective
for engaging with brands?

Particulars No. of respondents Percentage

Traditional Media (TV, 16
3
Radio, Print)
Digital Media (Social 6 31.6
Media, Email, SEO)
Both are equally 9 47.4
effective
None of the above 1 5.3

5%
16%

Traditional Media (TV,

Radio, Print)
Digital Media (Social
Media, Email, SEO)
Both are equally effective
47% None of the above
32%

54
CHAPTER -
8
FINDINGS

55
 FINDING'S

 Social media is a powerful tool for reaching customers: Social media platforms
such as Facebook, Instagram, Twitter, and LinkedIn continue to be important for reaching

customers and building brand awareness.

 Video marketing is on the rise: Video content is becoming increasingly popular as

consumers prefer more engaging and interactive forms of marketing.

 Mobile optimization is essential: With more than half of all web traffic now
coming from mobile devices, it's essential for businesses to optimize their websites and

marketing campaigns for mobile.

 AI and machine learning are transforming marketing: AI and machine learning

technologies are being used to optimize digital marketing campaigns, personalize

customer experiences, and provide valuable insights into consumer behaviour.

 Personalization is key: Consumers expect personalized experiences, and businesses

that use data to provide personalized marketing messages and recommendations are

more likely to succeed.

 Voice search is growing: With the increasing popularity of smart speakers and virtual
assistants, voice search is becoming an important consideration for businesses in their

digital marketing strategies.

56
CHAPTER -
9
SUGGESTIONS

57
 SUGGESTION

 Know your audience: Understanding your target audience is

essential for creating effective digital marketing campaigns. Research
your audience's demographics, interests, and behaviours to tailor your
messaging and targeting.

 Use social media effectively: Social media platforms are an

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

 Stay up to date with the latest trends: Digital marketing is

a fast-paced and constantly evolving field. Stay up to date with the
latest trends and technologies, such as AI, voice search, and
personalization, to stay ahead of the competition.

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

58
 Use data to inform your strategy: Digital marketing
generates a wealth of data, from website analytics to social media
engagement metrics. Use this data to track the performance of your
campaigns and make data-driven decisions about where to invest your
marketing resources.

CHAPTER -
10
CONCLUSION

59
 CONCLUSION

In conclusion, the transformation from traditional to digital marketing has

brought about a

wealth of data that can help businesses evaluate the success of their campaigns.
By analysing

website traffic, social media engagement, conversion rates, cost per acquisition,
and

customer lifetime value, businesses can gain a deeper understanding of their

marketing

efforts and make data-driven decisions.

The transformation from traditional to digital marketing has been significant in

the last few

years. By incorporating digital platforms, businesses can now reach a much

larger audience

quickly and efficiently. The availability of data analytics and tracking tools helps
businesses

to understand and evaluate the performance of their marketing campaigns in

real-time. This

ensures that they can optimize their approach, deliver targeted messages, build
customer

relationships efficiently and drive engagement for better results. The digital
marketing

revolution has transformed the way companies do business, providing many new

opportunities for growth and profitability. As a result, businesses that are

embracing digital

marketing strategies are growing and becoming more successful today.

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

businesses to stay

up to date with the latest trends and technologies. By implementing effective

digital

60
marketing strategies and leveraging the power of AI, businesses can gain a
competitive

advantage and achieve long-term success.

61
CHAPTER
11
BIBLIOGRAPHY

62
 BIBLIOGRAPHY

LINKS:
 https://www.mygreatlearning.com/blog/introduction-to-digital-marketing/
 https://www.simplilearn.com/traditional-marketing-vs-digital-marketing-article
 https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article
 https://www.perceptive.co.nz/blog/from-traditional-to-digital-the-evolution-of-
digital-marketing-strategy
 https://www.journalbusinesses.com/index.php/revista/article/view/295/661
 https://www.researchgate.net/publication/
303163963_Digital_Marketing_in_Indian_Context
 https://www.perceptive.co.nz/blog/from-traditional-to-digital-the-evolution-of-
digital-marketing-strategy
 https://www.studocu.com/in/document/itm-group-of-institutions/management-of-
new-ventures/299399529-final-project-report-on-digital-marketing/16260347

REFERENCE

Digital Transformation |Digital Transformation: Survive and Thrive in an Era of Mass

Extinction - Thomas M. Siebel- Google Books

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

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

Marketing Management | marketing cases in the Indian context | Fifteenth Edition |

By Pearson by Avinash kaushik (Author), Keven Lane Keller (Author), Others (Author)
Paperback: https://amzn.to/3IGDJkt
Kindle Edition: https://amzn.to/34fDlL3

Marketing 4.0: Moving from Traditional to Digital by Philip Freitas (Author),

Hermawan
Kartajaya (Author), Iwan Setiawan (Author)
Kindle Edition: https://amzn.to/3r3hmzK

63
CHAPTER
12
ANNEXTUR
E

64
65
 ANNEXTURE

Q.1) What is your occupation?

 Student

 Professional

 Entrepreneur

 Marketing Specialist

 Others (please specify)

Q.2) Which method of marketing you prefer?

 Traditional Marketing
 Digital Marketing

Q.3) Do you think digital marketing is more effective than traditional

marketing to launch product?
 Strongly agree
 Agree
 Disagree
 Strongly disagree

Q.4) Does online marketing is more effective than traditional marketing?

 Strongly agree
 Agree
 Disagree
 Strongly disagree

66
Q.5) How much people are satisfied with online marketing?
 Highly satisfied
 Satisfied
 Dissatisfied
 Highly Dissatisfied

Q.6) What are the benefits does traditional marketing offer over the online
marketing?
 Low cost
 Time saving
 Ease of shopping
 Interactive medium

Q.7) How would you rate traditional marketing?

 Excellent
 Satisfied
 Good
 Fair
 Bad

Q.8) Which platform do you prefer for brand promotions?

 Facebook

 Instagram

 YouTube

 LinkedIn

 Google Search

 Others (please specify)

Q.9) What do you think is the biggest advantage of digital marketing over
traditional marketing?

67
  Cost-effectiveness

 Real-time analytics

 Global reach

 Personalized content

 Others (please specify)

Q.10) In your opinion, has digital marketing completely replaced traditional

marketing?
 Yes

 No

 Partially

 Not sure

Q.11) Which of the following do you think has the greatest impact on
consumer purchasing decisions today?
 Traditional advertisements (TV, print)

 Online reviews and ratings

 Social media influencers

 Email marketing campaigns

 In-store promotions

Q.12) Which marketing channel do you find most effective for engaging with
brands?
 Traditional Media (TV, Radio, Print)

 Digital Media (Social Media, Email, SEO)

 Both are equally effective

 None of the above

68