TABLE OF CONTENTS

PROJECT TITLE :
DIGITAL AND SOCIAL MEDIA MARKETING AND IT’S STRATEGIES. A
STUDY OF DELHI HEALTH DEPARTMENT, UNDER DEPARTMENT OF
HEALTH AND FAMILY WELFARE, NCT OF DELHI
INTRODUCTION
 INTRODUCTION

DIGITAL MARKETING
MEANING:
Digital Marketing is the promotion of products or brands via one or more forms of electronic
media. The key objective is promotion of brands through Electronic media It is
the promotion of products or brands via one or more forms of electronic media, differs from
traditional marketing in that it uses channels and methods that enable an organization to
analyze marketing campaigns and understand what is working and what isn’t – typically in
real time.

Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel most closely associated with digital marketing, others include wireless text
messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital
television and radio channels, etc.

Why digital marketing is important :

Digital media is so pervasive that consumers have access to information any time
place they want it. Gone are the days when the messages people got about your products
services came from you and consisted of only what you wanted them to know. Digital
media is an ever-growing source of entertainment, news, shopping and social interaction,
and consumers are now exposed not just to what your company says about your brand, but
what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to
believe them than you. People want brands they can trust, companies that know them,
communications that are personalized and relevant, and offers tailored to their needs and
preferences. There’s no denying it, the world is rapidly shifting from analogue to digital.
People are consuming more and more digital content on a daily basis – on mobile phones,
laptops, desktop computers at work, and more – and companies that have not yet recognised
this in their plans and strategies need to adapt fast.

The facts are that digital methods of communication and marketing are faster, more
versatile, practical and streamlined, so it is perhaps unsurprising that once the technology
became available we began quickly moving into the digital age. The good news is that
digital offers just as much potential to marketers as it does to consumers.

The Reality is, people spend twice as much time online as they used to 12 years ago.
And while we say it a lot, the way people shop and buy really has changed, meaning
offline marketing isn’t as effective as it used to be
Some of the most common assets and tactics:

 Your website
 Blog posts
 APP
 E books and whitepapers
 Info graphics
 Interactive tools
 Social media channels (Face Book, LinkedIn, Twitter, Instagram,APP Websites etc.)
 Earned online coverage (PR, social media, and reviews)
 Online brochures and look books
 Branding assets (logos, fonts, etc.)

TACTICS:

SEARCH ENGINE OPTIM IZATION (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages,
therefore increasing the amount of organic (or free) traffic that your website receives.

CONTENT M ARKETING

The creation and promotion of content assets for the purpose of generating brand awareness,
traffic growth, lead generation, or customers.

INBOUND M ARKETING

Inbound marketing refers to the ‘full- funnel’ approach to attracting, converting, closing, and
delighting customers using online content.
SOCIAL M EDIA M ARKETING

The practice of promoting your brand and your content on social media channels to increase
brand awareness, drive traffic, and generate leads for your business.

PAY-PER -CLI CK (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is
clicked. One of the most common types of PPC is Google Ad Words.
AFFILIATE MARKETING

A type of performance-based advertising where you receive commission for promoting

someone else’s products or services on your website.

EMAIL MARKETING

Companies use email marketing as a way of communicating with their audiences. Email is
often used to promote content, discounts and events, as well as to direct people towards the
business’ website.
 ONLINE PUBLIC RELATIONS

Online PR is the practice of securing earned online coverage with digital publications, blogs,
and other content-based websites. It’s much like traditional PR, but in the online space

THE HISTORY AND EVOLUTION OF DIGITAL

MARKETING :
The term Digital Marketing was first used in the 1990s. The digital age took off with the
coming of the internet and the development of the Web 1.0 platfor m

The WEB1.0
. The digital age as we now know it began with the Internet and the Web 1.0 platforms of the
early 1990s. This was a rather static world in which users could get the information they
desired but it could not be shared on the web. There was no such thing as interaction, as the
only activity was reading of content. In 1993, we saw the entrance of the first clickable
banner ad and by the next year, Hotwired, had begun to purchase huge numbers of banner
ads. This was really the first step in getting us all shifted over to a new digital age.

THE BIRTH OF GOOGLE

New technology began to make its entrance into the digital marketplace after about 1994 and
in 1998, Google was founded. Blogger came soon after in 1999. About this time social
networking sites began to be birthed and Blackberry had launched their own mobile email
program. MySpace was one of the first social sites to arrive on the social scene and Face book
came soon afterward. It did not take too long for companies to realize that these presented
them with some excellent opportunities and soon these social sites became new way for
businesses to communicate directly with consumers. Businesses began searching for new
ways to implement web marketing strategies so that they could capitalize on the new
digital platforms. It did not take long for Google to start expanding and improving their
internet search engine. Savvy marketers soon learned how to implement search engine
optimization strategies in order to improve the ranking of their sites. Google also added
options like Ad Words and Ad Sense to marketing potential. It wasn’t long until Google
figured out how to analyze content that was entered in a query in order to target users with
ads relevant to their interests. Google was not actually the first ones to incorporate targeted
ads, but they did help develop algorithms which helped search results become prioritized.

THE “COOKIE”
Advertising networks soon began to develop ways that they could capitalize on some of these
new developments and the “cookie” came on the scene. The first cookie was actually
developed in an attempt to analyze user’s browsing habits. But since its inception it has
evolved into a useful part of the e-commerce sector and allows marketers and businesses
ways of collecting literal user data. Amazon still uses this method for targeting its audiences
and offering them products based on previous searches. This was a huge impact on the digital
marketing.

ENTERTHEWEB2.0:
The Web 1.0 slowly evolved into the Web 2.0. In this new digital world, audiences were no
longer passively taking in information; but instead, the internet became a sort of super
highway where users could directly interact with both other users and businesses. The Web
2.0 became a social world at last. In the early 2000s, numerous networks and social platforms
were developed which allowed users to connect and interact. By 2004 we saw the rise of sites
like Word Press, LinkedIn and finally Face Book. It was not long before social media became
a thriving entity and we saw more sites like Digg, Skype, Flickr, and Gmail all make their
appearance. By the end of 2004, internet advertising in the US alone brought in around $2.9
billion. By 2005, YouTube had entered the playing field and now there are more than 3 billion
hours spent watching YouTube videos each and every month. In 2007, the IPhone began to
change the web one more time and everything began to shift to cater to the mobile user. By
2010, mobile marketing alone brought in approximately $650 million.
DIFFERENCE BETWEEN TRADITIONAL AND DIGTAL
MARKETING :

TRADITIONAL MARKETING DIGITAL MARKETING

 Marketers can easily reach their  Not only target local audience can be reached,
target local audience. but as well as the audience from all around the
globe.

 Traditional marketing has a more  Since it can reach a finite audience, getting
personal approach since marketers more popular is easy. There is no need to be
can have a person-to-person physically present in introducing the brand’s
relationship in informing the public name to the audience.
about their brand’s name.

 The public can have a hard copy of  The public can also have access on different
materials of which they can read or content on websites and videos on Youtube or
browse through over and over again. video sharing websites.

 It can be easily understood by the  Strategies implemented can reach target

public because they are already market with Internet connection. Most target
exposed to this kind of strategy. It is audience is groups of people who have digital
something that most people can have devices and are always online 24/7.
access on.

 There is only a little interaction  Interaction is very possible especially with the
between the medium used and the use of social media networks. Marketers take
customers. It is more of providing advantage of the convenience of
information to the public that the communicating with their target audience
brand exists with the hope of these aiming to get positive customer feedback.
people patronizing the brand.

 Print or radio advertisements can be  Digital marketing is cost-efficient. The use of

very costly. Printing materials can be social media websites is free of charge.
expensive and you need to hire Though some invest on paid ads online, the
people to distribute these. Businesses cost is still cheaper if you compare to
have the need to invest money for traditional marketing.
 this marketing strategy.

BARRIERS OF DIGITAL MARKETING :

Barrier 1: TAKING DIGITAL MARKETING LIGHTLY :

Obviously senior professionals recognize that digital technology is all around them, but
their own experiences tend to be limited to a consumer or individual perspective. Though
many consumer technologies get converted to professional applications, their use in
business settings is generally more complex than personal ones. And understanding
technology as an individual consumer does not readily translate to a broader perspective in
terms of economic, industry and organizational applications and implications. The
commonly- held notion that digital technologies are “just tools” further undermines their
importance, disregarding the fact that mastering modern-day means of communication and
collaboration is far more complex and challenging than traditional approa ches. The pen
may be mightier than the sword, but it is a far more primitive instrument than an electronic
device.

Barrier 2: Lack of knowledge and understanding of Digital Era realities :

In spite of their smart phones, tablets, and favo urite mobile apps, most senior professionals
are still digital rookies. They are unable to put today’s technologies in historical context, both
with respect to the Digital Era and in the larger scheme of human history and technological
evolution. They are often unaware of or have limited knowledge of technology trends that
could have a significant impact on their industries and organizations – either by significantly
enhancing or disrupting their current business models. Current trends that have potentially
widespread implications but are not widely understood include digital currency, 3D printing,
and cognition as a service. And of course there are a host of risks and issues that need to be
understood in a digital context, including privacy, taxes, cyber security and more. Even when
it comes to the tools themselves, most leaders remain uninformed about the wide range of
platforms and technologies that enable more efficient and effective approaches to
communication and collaboration.
We often talk about the need for organizational leaders to carve out time for environmental
scanning and strategic reflection. Leaders must now add a digital dimension to that
imperative, making it even more crucial.
 BENEFIT OF DIGITAL MARKETING FOR PRESENT
BUSINESS :
 Global reach - A website allows you to find new markets and trade globally for only a
small investment.
 Lower cost - a properly planned and effectively targeted digital marketing campaign can
reach the right customers at a much lower cost than traditional marketing methods.
 Track able, measurable results: Measuring your social media with web analytics and
other online metric tools makes it easier to establish how effective your campaign has
been. You can obtain detailed information about how customers use your website or
respond to your
advertising. Web analytics can be set up to show you exactly how much money you make
from each digital tactic.
 Personalisation - if your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers. The more they buy from
you,
the more you can refine your customer profile and market effectively to them.
 Openness - by getting involved with social media and managing it carefully, you can
build
customer loyalty and create a reputation for being easy to engage with.
 Social currency - digital marketing lets you create engaging campaigns using different
types of rich media content. On the internet these campaigns can gain social currency -
being passed from user to user and becoming viral.
 Improved conve rsion rates - if you have a website, then your customers are only ever a
few clicks away from completing a purchase. Unlike other media which require people to
get up and make a phone call, or go to a shop, digital marketing can be seamless and
immediate.

The following are the channels that are playing an active role in the development of digital
marketing industry in India.

Mobile Marketing :
Digital marketing overview reveals that Social media has been playing a supporting role to
marketing. Over the years, it has been noticed that 92% of social media users are from the
mobile devices. This enables the size of digital marketing industries. According to the
research made by the Internet and Mobile Association of India (IAMAI, 2008),
communication has become a real mass communication tools having about 286 million
accounts in 2008. The Indian telecommunications market has tremendous growth
opportunities and according to IAMAI is projected to exceed 500 million by 2010. According
to TRAI, the numbers of mobile subscriber based in India grew to 980.81 million users in the
second quarter of 2015.

Adoption for the mobile device is getting higher day by day. SMS marketing is one of the true
mass market media channel across many demographics before the convergence of mobile
internet and mobile devices.

SOCIAL MEDIA MARKETING

MEANING :- Social media marketing (SMM) is a form of Internet marketing that

utilizes social networking websites as a marketing tool. The goal of SMM is to produce
content that users will share with their social network to help a company increase brand
exposure and broaden customer reach.

One of the key components of SMM is social media optimization (SMO). Like search engine
optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website.
SMO can be done two ways: adding social media links to content, such as RSS feeds and
sharing buttons -- or promoting activity through social media by updating statuses or tweets,
or blog posts.

SMM helps a company get direct feedback from customers (and potential customers) while
making the company seem more personable. The interactive parts of social media give
customers the opportunity to ask questions or voice complaints and feel they are being heard.
This aspect of SMM is called social customer relationship management (social CRM).

WHY SOCIAL MEDIA MARKETING IS IMPORTANT

Social platforms help you connect with your customers, increase awareness about your brand,
and boost your leads and sales. With more than three billion people around the world using
social media every month, it’s no passing trend.

There are numerous reasons why many organisations, NGOs and businesses are tapping into
the social media marketing side of the media marketing.

 Build Awareness

If people don’t know about your business, they can’t become your customers. Social media
boosts your visibility among potential customers, letting you reach a wide audience by using a
large amount of time and effort. And it’s free to create a business profile on all the major
social networks, so you have nothing to lose. Define what you want to get out of social media
to develop a social media strategy. Do you want new customers to discover your services? Do
you hope to bring more local shoppers into your stores? By keeping your strategy specific,
you can determine which social media channels are the best fit for your business.

 Communicate Authority

Customers are increasingly savvier and more discerning about which businesses they
support. Before making a decision, they’ll do a quick search to browse your website
and social media. Will they find an empty storefront or a rich source of information?
Setting up robust profiles that you update frequently with relevant content will build
your brand’s authority and make sure you make a positive first impression through
social media, showing that your business is trustworthy, knowledgeable, and
approachable. Look for ways to demonstrate your expertise as a thought leader in your
industry—like writing pieces related to your expertise or expanding on your
company’s mission. By showing what your business offers and values, you will
establish confidence in potential customers.
  Show Authenticity

Customers aren’t interested in businesses that publish dry, corporate-style social media
posts.Instead, let your brand’s personality shine through in everything you share on social
media. What does your brand voice sound like? How does it represent who you are? Practice
getting your tone just right, whether it’s casual and funny or formal and friendly. Be true to
who you are, not who you think you should be. Followers want to see real people behind your
social profiles. Show them.

 Encourage Engagement

Social channels evolve, constantly releasing new features, and this rapidly changing
environment can be intimidating for some business owners.But remember: you don’t
have to do everything. Play with new ways to connect with your audience, and give
yourself permission to learn as you go. One day, you could post a series of Instagram
Stories to give customers a behind-the-scenes tour of your office. The next, you could
host a quick Q&A session via Facebook Live video streaming. Over time, you’ll get a
better idea of your followers’ preferences.

 Provide Support

Social platforms have successfully broken down barriers between companies and their
customers. Now, instead of calling a customer service line, many people turn to Facebook or
Twitter to solve problems or find information.Develop your reputation as a responsive, caring
brand by offering support through social channels: Create a system for tracking customer
comments, questions, and complaints on social media.

1. Respond as quickly as possible to questions and concerns.

2. Go out of your way to be positive and helpful.

3. Listen to criticism and make customers feel heard.

 4. Know when to resolve public conversations in private messages.

 Grow Affordably

Marketing costs add up, and not every business can afford huge campaigns. But you can get a
lot of value for your dollar with social media advertising. Your business, regardless of size or
budget, has an opportunity to grow your audience and reach your objectives through ads on
social platforms like Facebook and Instagram. When building an ad campaign, know who
you’re trying to reach and what goal you want to achieve so you don’t waste any of your
budget on unhelpful advertising. Avoid overly salesy ads, and opt for content that educates or
entertains (or does both at the same time). Social media is a crucial part of your business
marketing, but it doesn’t have to be stressful to manage. Take the first step, create a profile,
and start engaging with your customers.

OBJECTIVE OF THE STUDY

1. To study the Online presence of business & its services
2. To study the Social media presence & promotion of products/services
3. To increase client/audience engagement & generate leads
4. Easier access to organisation services through web & social media.
LITETERURE REVIEW
1 A Study done by Michael Rodriguez, Vijaykumar Krishnan, Robert Peterson stated
that

The implementation of Social Media Technology in A Firm’s Marketing Strategy has

been adopted by some forward-thinking sales forces. Sharing content and building a
network of contacts are the principles behind social media. The utilization of social
media (e.g., LinkedIn and Twitter) for reaching business-to-business clients is a
relatively new phenomenon with performance outcomes essentially unknown. Data were
collected from 1,699 business-to-business salespeople from over 25 different industries.
Using structural equation modelling, the findings support that social media has a
positive relationship with sales processes (creating opportunities and relationship
management) and relationship sales performance.

2) A study by Smiths, Narayanswamy Ramasubbu , M S Krishnan and C Fornell done

on December 2006 stated that

“Web Sites Are Important Components Of Internet Strategy For Organization”.

They show the relevance of the business domain of a Web site to gain a contextual
understanding of relative importance of Web site design elements. They use a
hierarchical linear modelling approach to model multilevel and cross-level interactions
that have not been explicitly considered in previous research. By analyzing data on more
than 12,000 online customer surveys for 43 Web sites in several business domains, they
found that the relative importance of different Web site features (e.g., content,
functionality) in affecting Business

3) A study done by Xi Leung, Billy Be stated that

The unprecedented popularity of social media outlets have forced scholars to Inquire
About Their Marketing Effectiveness, Especially In The Hotel Industry. This study
attempted to explore the “Marketing Effectiveness of Two Different Social Media
Sites (Face Book And Twitter) In The Hotel Industry”. Integrating the attitude-
toward-the-ad (Ad) model with the concepts of attitude-toward-social- media-page, the
study proposed a theoretical model of hotel social media marketing effectiveness. The
results revealed that hotel customers' social media experiences influence their attitudes-
toward-social- media-site, which in turn influences their attitudes-toward- hotel-brand,
and that hotel customers' attitudes-toward-hotel-brand affects their hotel booking
intentions and, in turn, intentions to spread electronic word of mouth. The study also
indicated that different social media sites demonstrate the same marketing effectiveness,
suggesting that hotel managers use the same marketing tactics
4) A Study done by University of Minnesota, US states

The ubiquity of social media (e.g., Face book, Twitter) is no more apparent than at the
university. “Social media are increasingly visible in higher education settings as
instructors look to technology to mediate and enhance their instruction as well as
promote active learning for students”. Many scholars argue for the purposeful
integration of social media as an educational tool. Most of the existing research on the
utility and effectiveness of social media in the higher education class is limited to self-
reported data (e.g., surveys, questionnaires) and content analyses. This paper
summarizes the scholarly writings as well as reviews the findings of empirical
investigations. Some limitations are discussed, and future areas of research are
proposed.

5. University of Stavanger, Norway (2015-16), Research has shown For many TUTION
CENTRE, therefore, the corporate website has emerged as the main tool for inter-
organizational and intra-organizational information exchange, as well as for sales and
promotion activities. The extent, to which the hotel websites can attract and retain traffic,
significantly influences the volume of business translated on them. In order of significance
to the hotel website`s performance, this paper is based on a study of performance of 85 hotel
websites. Significance of seven main factors, which influence the two measures of the hotel
website performance, the Reach and Loyalty, was checked. Information content, Easy of
Navigation, Security, Usability, and Customization were found to be the significant
predictors of the hotel website Reach and Hotel website Loyalty.
 RESEARCH
METHODOLOGY
PROBLEM DEFINITION: Determining The Factors to Find the Potential
Customers i.e. TUTION CENTRE And Educational Institutions For Web Designing And
Social Media Engagement In JANAK PURI ASALATPUR

DATA COLLECTION APPROACH :

SOURCES OF DATA COLLECTION:

Primary Data :

Primary Data is collected during Training , Observation ,Interaction, Collecting data from
the Manager for the design of Questionnaire, Discussion with the Organisation,
Departmental heads, assistance and executives of the Company.

SECONDARY DATA :

Secondary data is collection from the Official website of the Company REBEL
EDUTECH RISING PRIVATE LIMITED

RESEARCH DESIGN :
 SAMPLE FRAME : Business of JANAK PURI ASALATPUR
 SAMPLE UNIT : TUTION CENTRE and Educational Institutes
 SAMPLE SIZE : 110 Respondents
 SAMPLING TECHNIQUE: Convenience Sampling
 RESEARCH TYPE: Exploratory Research followed by Descriptive Research
 SURVEY TOOL : Structured Questionnaire
 DATA ANALYSIS : SPSS and M S Excel

DESCRIPTIVE STUDY:
Descriptive Study determines and reports the way things are . It has no control over what is
and it can only measure what already exist. Descriptive Research also known as Statistical
research describes data and characteristics about the population or phenomenon being
studied.
BENEFITS OF THE STUDY :
This study helps to know the importance of Web Designing and Social TUTION CENTRE
for the Business running in JANAK PURI ASALATPUR which includes TUTION CENTRE
and Educational Institutes.
 LIMITATIONS OF THE STUDY
 Due to some reluctant behaviour it was very difficult to collect the data from the
respondents.
 The study was made only with limited number of samples.
 A major limitation as most of them too busy during working hours, the survey only on
the allotted time.
 Time constraint was the major limitation of the study, due to this, in depth study of the
area was not possible. Since the samples are limited to REBEL EDUTECH
RISING PRIVATE LIMITED
 the results of the study cannot be predicted as accurate one
CHAPTER
2
COMPANY PROFILE
REBEL EDUTECH RISING PRIVATE LIMITED is a Private incorporated
on 03 October 2017. It is classified as Non-govt company and is
registered at Registrar of Companies, Delhi. Its authorized share
capital is Rs. 100,000 and its paid up capital is Rs. 100,000. It is
inolved in Business activities n.e.c.

REBEL EDUTECH RISING PRIVATE LIMITED's Annual General Meeting

(AGM) was last held on 29 September 2018 and as per records from
Ministry of Corporate Affairs (MCA), its balance sheet was last filed
on 31 March 2018.

Directors of REBEL EDUTECH RISING PRIVATE LIMITED are Ashish

Chikkara and Rahul Khatri.

REBEL EDUTECH RISING PRIVATE LIMITED's Corporate

Identification Number is (CIN) U74999DL2017PTC324433 and its
registration number is 324433.Its Email address is
rrahulkkhatri@gmail.com and its registered address is WZ- 44 -B Th/F,
Village Asalatpur Janakpuri New Delhi West Delhi DL 110058 IN , - , .

Current status of REBEL EDUTECH RISING PRIVATE LIMITED is -

Active.
Directors of REBEL EDUTECH RISING
PRIVATE LIMITED

Director Name Designation Date of

Identifica App
tion oint
Number me
nt

ASHISH 03 October
07900447 Director
C 2017
H
I
K
K
A
R
A

RAHUL 03 October
07900465 Director
K 2017
H
A
T
R
I

OUR MOTTO

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SWOT ANALYSIS

 Strengths: Strengths are the things that make an organization better than its

competitors. Examples of strengths include popular products or services, an

established customer base, a golden reputation in the marketplace, strong management,

qualified employees, ownership of patents and trademarks, or anything else that sets

the company apart from the competition. In over 3 decades of continuous operation.

we have assembled a team of seasoned, respected professionals. Security is a critical

component of business that is best left to carefully chosen professionals

 Weaknesses: These are the areas in which a company does not perform well, making

it vulnerable to aggressive competitors or negative market forces. Weaknesses might

include poor management, employee problems, high turnover, lack of marketing and

sales expertise, lack of capital, bad location, poor products or services, a damaged
 reputation, and so on. These conditions make it more difficult to attract the right

candidates, so it’s imperative to identify them now.

 Opportunities: Opportunities are things that could make your business stronger, more

enduring, or more profitable — for example, the emergence of new markets or the

expansion of old ones; possible mergers, acquisitions, or strategic alliances; a

competitor going out of business or leaving the marketplace; or the availability of a

desired employee.

 Threats: Threats are the things that could adversely affect a business. Threats might

include changing marketplace conditions, rising company debt, cash-flow problems,

the entrance of a strong competitor in the market, competitors with lower prices,

possible laws or taxes that may negatively affect the company’s profits, or strategic

partners going out of business.

 CHAPTER 3
ANALYSIS AND
INTERPRETION :
1. Do you have a Website?

Valid Cumulative
Frequency Percent Percent Percent

Valid Yes 47 42.7 42.7 42.7

No 63 57.3 57.3 100.0

Total 110 100.0 100.0

INTERPRETATION :

According to the Survey, 42.7% Respondents have website for their Business and 57.3%
Respondents don’t have Website for their Business.
 a) If Yes, Do you want to Redesign it?

Cumulative
Frequency Percent Valid Percent Percent

Valid No Response 63 57.3 57.3 57.3

Yes 3 2.7 2.7 60.0

No 44 40.0 40.0 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 2.7% respondents who have a website want to redesign it and 40%
respondents don’t want to redesign their website
 b) If No, why?

Cumulative
Frequency Percent Valid Percent Percent

No Response 47 42.7 42.7 42.7

Cost 7 6.4 6.4 49.1

Lack of Technology 5 4.5 4.5 53.6

Others ( Time
51 46.4 46.4 100.0
Consuming)

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 46.4% respondents find it Time Consuming to have an website,
6.4% respondents find costly to have one website and 4.5% have lack of technology to have
one website for their Business
 2) When are you planning to have one website for your business?

Cumulative
Frequency Percent Valid Percent Percent

Valid No Response 15 13.6 13.6 13.6

Immediately 2 1.8 1.8 15.5

Within a year 5 4.5 4.5 20.0

After One Year 88 80.0 80.0 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 80% respondents are planning to have website after one year, 4.5%
respondents will have a website within a year, 1.8% respondents will have a website
immediately for their Business.
3) Do you know any Web Design Company in Hubli?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 14 12.7 12.7 12.7

No 82 74.5 74.5 87.3

May Be 14 12.7 12.7 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey 12.7% are aware of Web Design Company in Hubli, 74.5% are not
aware, 12.7% are doubtful of Web Design Company in Hubli.
 a) If YES, Which is it?

Cumulative
Frequency Percent Valid Percent Percent

Valid Don’t Know 92 83.6 83.6 83.6

Arthashastra 5 4.5 4.5 88.2

Ultimez technology 2 1.8 1.8 90.0

Web Design Royale 4 3.6 3.6 93.6

Others 7 6.4 6.4 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey , 4.5% are aware about Arthashastra, 3.6% are aware about Web
Design Royale, 1.8%are aware about Ultimez technology and 6.4% are aware about some
other Web Design Company in Hubli.
4) Are You Aware of Digital Marketing ?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 86 78.2 78.2 78.2

No 19 17.3 17.3 95.5

Dont Know 5 4.5 4.5 100.0

Total 110 100.0 100.0

INTERPRETATION:

According to the survey, 78.2% respondents are aware of Digital Marketing, 17.3% are not
aware of Digital marketing and 4.5% have no idea about Digital Marketing.
 a) If YES, which Digital Marketing tool would you like to proceed with?

Cumulative
Frequency Percent Valid Percent Percent

Valid Dont Know 20 18.2 18.2 18.2

Social Media Marketing 45 40.9 40.9 59.1

Search Engine Marketing 10 9.1 9.1 68.2

Email Marketing 4 3.6 3.6 71.8

Paid Ad's 3 2.7 2.7 74.5

Online Marketing 19 17.3 17.3 91.8

Mobile Marketing 9 8.2 8.2 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 40.9% are into Social Media, 17.3% into Online Marketing, 9.1%
into Search engine marketing, 8.2% into Mobile marketing, 3.6% into Email Marketing and
2.7% into paid ad’s.
 5) Are you aware of Social Media for your Business

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 57 51.8 51.8 51.8

No 53 48.2 48.2 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the Survey, 51.8% of Respondents are aware of Social Media and 48.2% are
unaware of Social Media
 a) If YES, which is the Most effective Social Media? RATE IT?

Column1 FACEBOOK LINKEDIN INSTAGRAM TWITTER

NEUTRAL 0 2.7 1.8 1.8
VERYPOOR 0 3.6 2.7 2.7
GOOD 22.72 2.7 1.8 1.8
VERY GOOD 28.18 1.81 1.8 1.8
NO RESPONSE 43 86.36 86.36 86.36
POOR 43.63 2.7 5.45 5.45

Chart Title
100
90
80
70
60
50
40
30
20
10
0
NEUTRAL VERYPOOR GOOD VERY GOOD NO RESPONSE POOR

FACEBOOK LINKEDIN INSTAGRAM TWITTER

INTERPRETATION:
According to this survey,28.18% FaceBook is found to be very good for their Business, 1.8%
find Linked in, 1.8% find Instagram Very good for their Business , 1.8% find twitter very
good for their Business.
 b) If NO, Would you like to promote your Business through Digital
Marketing Strategies?

Cumulative
Frequency Percent Valid Percent Percent

Valid NO RESPONSE 57 51.8 51.8 51.8

YES 3 2.7 2.7 54.5

NO 13 11.8 11.8 66.4

MAY BE 37 33.6 33.6 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 2.7% respondents would like to promote through Digital Marketing
strategies, 11.8% are not interested to promote and 33.6% would think to promote
 I) What is the Role of Online marketing in your Business( SALES)?

Cumulative
Frequency Percent Valid Percent Percent

Valid Extremely Important 7 6.4 6.4 6.4

Important 24 21.8 21.8 28.2

Neutral 37 33.6 33.6 61.8

Slightly Important 24 21.8 21.8 83.6

Not Important 18 16.4 16.4 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 6.4% respondents find Online Marketing for Sales extremely
important for their Business , 21.8% find it important ,33.6% find neutral, 21.8% find it
slightly important and 16.4% find it not at all important for their Business.
II) What is Role of Online Marketing in your
Business(INFORMATION SEARCH)
Cumulative
Frequency Percent Valid Percent Percent

Valid Extremely Important 16 14.5 14.5 14.5

Important 38 34.5 34.5 49.1

Neutral 31 28.2 28.2 77.3

Slightly Important 16 14.5 14.5 91.8

Not Important 9 8.2 8.2 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 14.5% Respondents find Online Marketing for Information Search
as Extremely Important for their Business , 34.5% find it important ,28.2% find neutral,
14.5% find it slightly important and 8.2% find it not at all important for their Business.
III) What is Role of Online Marketing in your Business(CUSTOMER
CONVERSION RATE)
Cumulative
Frequency Percent Valid Percent Percent

Valid Extremely important 8 7.3 7.3 7.3

Important 27 24.5 24.5 31.8

Neutral 49 44.5 44.5 76.4

Slightly Important 18 16.4 16.4 92.7

Not Important 8 7.3 7.3 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 7.3% Respondents find Online Marketing for Customer Conversion
rate as Extremely Important for their Business , 24.5% find it Important ,44.5% find Neutral,
16.4% find it Slightly Important and 7.3% find it not at all Important for their Business.
7)Among these which do you find most important when promoting on social
media
Cumulative
Frequency Percent Valid Percent Percent

Valid To Find New Customers 40 36.4 36.4 36.4

To engage with existing

8 7.3 7.3 43.6
customers

To Share new ideas and

40 36.4 36.4 80.0
build your brand

To get Instant Feedback 22 20.0 20.0 100.0

Total 110 100.0 100.0

Interpretation:

According to the Survey, 36.4% Respondents feel Finding New customers is important when
promoting on Social Media, 7.3% find promotion to share with existing customers, 36.4%
Find it to share new ideas and build their brand and 20% do it to get instant feedback
8)Which one Social Media network or Online Presence you
think is better to Generate Sales or Customer Engagement

Cumulative
Frequency Percent Valid Percent Percent

Valid FaceBook 102 92.7 92.7 92.7

Instagram 1 .9 .9 93.6

Twitter 5 4.5 4.5 98.2

Linked In 2 1.8 1.8 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey,92.7% respondents find FaceBook better to generate sales,0.9% find
Instagram better, 4.5% find Twitter better and 1.8% find Linked In to generate sales and
engage their customers.
 9. What is Role of Digital Marketing in your Business or Service

Cumulative
Frequency Percent Valid Percent Percent

Valid Just Presence 56 50.9 50.9 50.9

To Boost sales 31 28.2 28.2 79.1

Omni Market 8 7.3 7.3 86.4

To Social Surfers 15 13.6 13.6 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 50.9% of respondents find Digital Marketing as Just presence in
their Business, 28.2% find it to Boost Sales, 7.3% find it to get Omni market and 13.6% find
it for Social Surfers
 10.What Strategies you would like to opt to retain the existing customers

Cumulative
Frequency Percent Valid Percent Percent

Valid Updating Existing website

32 29.1 29.1 29.1
with offers

Opting Social Media 46 41.8 41.8 70.9

Others 32 29.1 29.1 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the Survey, 29.1% Of Respondents Would Update Their Existing Website To
Retain The Existing Customers, 41.8% Would Opt Social Media Strategies For Their
Business And 29.1% Would Opt Other Strategies For Their Business
 11) Based on your experience which source visitors finds you
well with?

Cumulative
Frequency Percent Valid Percent Percent

Valid Networking 5 4.5 4.5 4.5

Social Media 29 26.4 26.4 30.9

Google 32 29.1 29.1 60.0

Newspapers 25 22.7 22.7 82.7

Others 19 17.3 17.3 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 4.5% of Respondents feel that their visitors find them well with
networking, 26.4% feel that their Visitors find them on Social Media, 29.1% feel on
Google,22.7% feel on Newspapers and 17.3% find them on others.
FINDINGS,
SUGGESTION &
CONCLUSION
FINDINGS AND SUGGESTION:

FINDINGS
1. According to this survey, 57.3% of the Business did not have website in which 46.4% find
having a website is Time Consuming.

2. About 12.7% Respondents are not aware about any Web Design Company

3. It can also be seen that 78.2% respondents are aware of Digital Marketing in
which 51.8% respondents are aware of Social media and remaining 26.4% are not aware of
Digital Marketing.

4.33.6% of the Role of Online Marketing in Sales is Neutral, as in searching information

35% is seen Important and 45% is for customer conversion rate.

5.36.4% of Business in JANAK PURI ASALATPUR feel finding new customers and sharing
new ideas to build their brand is the most important when promoting on Social media

6.92.7% of Respondents find FaceBook is the most effective social media application to
generate sales and leads

7.41.8% of Social Media is Found to be the important medium to retain customers and 29.1% is
taken by Google to find visitors
 SUGGESTIONS:

1.It can be seen that JANAK PURI ASALATPUR has more potential Market for Digital
Marketing as only 78.2% are just aware of Digital marketing and rest 21.8% don’t have an idea
about Digital Marketing.

2.We need to educate the respondents i.e. about having one website for their Busine ss as only
57.3% respondents have websites.
.
3.As only 13% respondents know about web design company, their is also no awareness about
any Web Design Company, so the respondents need to be educated about Web Designing.

4.We need to demonstrate the process of Web usage to clear the myth of Time Consuming and
also the Result Orientation of Web development on Business.

5.As it is seen that FaceBook is 93% used tool to generate leads in JANAK PURI
ASALATPUR, we need to introduce other similar media like LinkedIn to serve their Business.

6.It is also seen that Online marketing is playing a vital role in information search. The Business
can also increase their customers conversion and sales through these strategies

7.As 29% of Business find their visitors through Google, Social Media awareness can be
created to get easier access with customers.
 CONCLUSION:

The Overall Experience of the Respondents with this survey was found to be

Good. The outcome of the survey is that Awareness about Digital marketing

which includes Website Design, Social Media , Online Marketing to be spread

in JANAK PURI ASALATPUR. This will help the Business to get clients and

will generate more sales.

Digital Marketing in today’s era is growing in every field therefore it can add up

more value to the Business.

However the Web design companies should also take initiative to show the

Importance of Online presence for the Business in JANAK PURI ASALATPUR.

BIBLIOGRPHY
AND ANNEXURE
 BIBLIOGRAPHY:

COMPANY WEBSITE: REBEL EDUTECH RISING PRIVATE LIMITED

INTERNET SOURCES: www.marketingteacher.com

OTHER SOURCES: Information by External Guide

TEXT BOOK: Marketing Management

 ANNEXURE:

QUESTIONAIRE ON IMPORTANCE OF WEB DESIGNING AND SOCIAL MEDIA

ENGAGEMENT FOR BUSINESS IN JANAK PURI ASALATPUR (TUTION
CENTRE AND EDUCATIONAL INSTITUTES)

NAME OF THE ORGANISATION/INSTITUTION:

NAME OF MARKETING HEAD:

E-MAIL: WEBSITE URL :

1) DO YOU HAVE A WEBSITE ?

a. YES
b. NO

A) IF YES, DO YOU WANT TO REDESIGN IT ?

a) YES b) NO

B) IF NO, WHY ? (REASON)

a) COST
b) LACK OF TECHNOLOGY
c) OTHER (TIME CONSUMING)

2) WHEN ARE YOU PLANNING TO HAVE ONE WEBSITE FOR YOUR BUSINESS?

a) IMMEDIATELY b)WITHIN A YEAR c) AFTER ONE YEAR

3)DO YOU KNOW ANY WEB DESIGN COMPANY IN HUBLI?

a) YES
b) NO
c) MAY BE

IF YES, WHICH IS IT?

a) ARTHASHASTRA
b) ULTIMEZ TECHNOLOGY
c) WEB DESIGN ROYALE
d) OTHERS .................................

4) ARE YOU AWARE OF DIGITAL MARKETING?

a) YES
b) NO
c) DONT KNOW
 A) IF YES, WHICH DIGITAL MARKETING TOOL WOULD YOU LIKE TO PROCEED WITH?

a) SOCIAL MEDIA MARKETING

b) SEARCH ENGINE MARKETING
c) EMAIL MARKETING
d) PAID AD’S
e) ONLINE MARKETING
f) MOBILE MARKETING

5) ARE YOU AWARE OF SOCIAL MEDIA FOR YOUR BUSINESS?

a)YES b) NO

a) IF YES, WHICH IS THE MOST EFFECTIVE SOCIAL MEDIA ACCORDING TO

YOUR ORGANISATION ? RATE IT

APP V.GOOD GOOD NEUTRAL POOR VERY POOR

FACEBOOK
LINKEDIN
INSTAGRAM
TWITTER

b) IF NO, WOULD YOU LIKE TO PROMOTE YOUR BUSINESS THROUGH DIGITAL

MARKETING STRATEGIES?

A) YES
B) NO
C) MAY BE

6)WHAT IS THE ROLE OF ONLINE MARKETING IN YOUR BUSINESS (RATE

THEM ACCORDINGLY)?

I.) SALES
a) EXTREMELY IMPORTANT
b) IMPORTANT
c) NEUTRAL
d) SLIGHTLY IMPORTANT
e) NOT IMPORTANT

II) INFORMATION SEARCH :

a) EXTREMELY IMPORTANT
b) IMPORTANT
c) NEUTRAL
d) SLIGHTLY IMPORTANT
e) NOT IMPORTANT

III) TO INCREASE CUSTOMERS CONVERSION RATE :

a) EXTREMELY IMPORTANT
b) IMPORTANT
c) NEUTRAL
d) SLIGHTLY IMPORTANT
e) NOT IMPORTANT

7) AMONG THESE WHICH DO YOU FIND THE MOST IMPORTANT WHEN PROMOTING
ON SOCIAL MEDIA ?

a) TO FIND NEW CUSTOMERS

b) TO ENGAGE WITH EXISTING CUSTOMERS
c) TO SHARE NEW IDEAS AND BUILD YOUR BRAND
d) TO GET INSTANT FEEDBACK

8) WHICH ONE SOCIAL MEDIA NETWORK OR ONLINE PRESENCE YOU THINK

IS BETTER TO GENERATE SALES/ CUSTOMER ENGAGEMENT ?

a) FACEBOOK
b) INSTAGRAM
c) TWITTER
d) LINKED IN

9) WHAT IS THE ROLE OF DIGITAL MARKETING IN YOUR BUSINESS/ SERVICE?

a) JUST PRESENCE
b) TO BOOST SALES
c) OMNI MARKET
d) TO SOCIAL SURFERS

10) WHOM DO YOU CONSIDER YOUR BIGGEST COMPETITOR IN JANAK PURI

ASALATPUR WHO HAS SIMILAR BUSINESS AS YOU DO ?

PLEASE MENTION:

_________________________________________________________________________________

11) WHAT STRATEGIES YOU WOULD LIKE TO OPT TO RETAIN THE

EXISTING CUSTOMERS?

a) UPDATING EXISTING WEBSITE WITH OFFERS

b) OPTING SOCIAL MEDIA OPTIMIZING COMPANY
c) OTHERS (.................................................................................)
12 ) BASED ON YOUR EXPERIENCE, WHICH SOURCE VISITORS FINDS YOU WELL WITH?

a) NETWORKING

b) SOCIAL MEDIA

c) GOOGLE

d) NEWS PAPERS

e) OTHERS(................................................................................................)