A

PROJECT REPORT
ON
“Digital Marketing & its Impact on Small enterprises”
Session – 2021- 2023

Submitted to:

Institute of Technology & Science

Under the Supervision of:

Dr. Rajeev Johari
(Associate Professor) Submitted by:
Rupali Bhardwaj
(PGDM III Trimester)
 DECLARATION

I Rupali Bhardwaj hereby declare that the project titled “Digital Marketing & its Impact
on Small Enterprises” is my own work and an effort which is completed under the
supervision of Dr. RAJEEV JOHARI (Associate Professor) ITS, Mohan Nagar.

The research report has been submitted to INSTITUTE OF TECHNOLOGY & SCIENCE for
the purpose of compliance of any requirement of any examination or any degree earlier.

Date………..

Place………

RUPALI BHARDWAJ
 ACKNOWLEDGEMENT

I would like to take this opportunity to express our sincere gratitude to all the people

who have directly and indirectly aided our research and extended their full support to

our visit to their company.

I am sincerely indebted to Dr. RAJEEV JOHARI (Associate Professor) for their valuable

inspirations and suggestions to undergo this study and their unstilted help which they

gave for the completion of this Research. My grateful thanks are also due to various

other technocrats who inspired of their multifarious pre-occupation, were kind enough

to spare time to grant me personal help and others cooperative activities .

RUPALI BHARDWAJ
 Introduction

Small Business Enterprises (SBEs) do play a major and important role in today’s world economy, and
they are recognized as one of the main contributors to economic, development and employment growth.
In this today’s digital world small businesses need to understand how digital marketing/online marketing
is important to survive in this competitive world. Now e-commerce companies are doing highly digital
marketing for their products. So now in this 21st century those who have started start up business they
are not able to survive in the market. Or they are not really able to reach their target audience. So here
we are trying to find out how digital Marketing/online marketing is important for small businesses. And
also understand those who are already using digital platform for their business are the able to succeed.
These days, the organizational cause has replaced the social cause as companies seek to engage with
their audience via the online platforms. Online presence is a must for businesses today. Apart from a
basic website; consumers looks for a blog, a Facebook page, shopping cart, e-brochures, etc. 92% of
micro and small businesses agree that social media is an effective marketing technology tool. They are
evenly split on the effectiveness of social media for attracting new customers and engaging existing.
 Detailed Literature

The growth of new social networks in 2000, dramatically transformed the interaction between people
and organizations that shared common interest in music, movies, education, friendship, etc.
(Edosomwan, Kouame, Prakasan, Seymour, Watson 2011).
Social media, however, is different than networking. Social media is primarily used to share information
with a broad audience, while social networking is used to engage people with common interests and
build relationships throughout community (Edosomwan, et al., 2011).
Finding the balance between social networks and social media would be very successful for a business
within a community. Using social media is definitely a great strategy to announce information, and
social networks allow followers to share that information with an even broader audience.
In order to determine the kind of strategies that should be tested, I need to gather the current data from
Ambiance and determine where there is room for improvement. Social media can only help grow a
business “after you develop a large following and learn how to give [followers] what they really want”
(Rampton, 2014).Ambiance has a very strong amount of followers on Instagram, but I want to find out if
our posts are effective enough when followers are scrolling through their feed. Various articles share
information on ways they believe social media can grow a small business. “Identify goals and
objectives, let them know you’re human, use hashtags often, engage with 3 everyone” (Rampton,
2014).These are just a few ways Forbes believes are the best way to grow a business. One of the first
things I looked at for Ambiance was their Instagram account and the statistics it fortunately provides on
the profile. I was able to find information on the age and gender of our followers, their location, and the
time of day our followers are on Instagram the most. All of this is helpful information for moving
forward and planning our strategies for reaching followers efficiently (Williams 2008 Digital marketing
is quite effective since it helps the marketers to measure and know the amount of the customer’s
perceived and experienced brand equity (Madhavaram, 2005). The ultimate aim of adopting digital
marketing is to continuously recruit new customers, while retaining the existing ones (Dewhirst & Davis
2005).
Digital marketing is a new approach to marketing, not just traditional marketing boosted by digital
elements (Järvinen, 2012; Liu, Karahanna and Watson, 2011; Rowley, 2008).
It has its own characteristics and dynamics, which should be understood in order to be able to select
effective marketing tactics and strategies. Digital channels can be classified in various ways. Marketing
is an essential quest for the survival and success of an entity. Today businesses have more marketing
opportunities than ever (Bresciani & Eppler, 2010).
Marketing serves as means to help the a business achieve their short and long term goals, balance their
operations, fulfill their obligations to various relevant parties and also ultimately stay ahead in the
business environment.
Marketing is the most primary element with which a business uses to reach its target customers.
In a medium and small scale businesses, traditional marketing relies heavily on word of mouth
recommendations for customer acquisition (Stokes & Lomax, 2002). Global contemporary economy is
distinguished by relationships, technology, and networks, favors and has necessitated the movement of
marketing to fit the global age by SMEs (Walsh & Lipinski, 2009).
Moss, Ashford, and Shani (2003) state that “Relatively little is known about SME marketing
activities…” There exists a lack of knowledge about marketing activity in small businesses, suggesting
that “such functional specialization may rarely exist” (Moss, Ashford, &Shani, 2003).
 Objective

The Study aims at achieving the following objectives:

 To study Impact of Online/Digital marketing on small Business.
 To study whether online/Digital marketing is really helping Small businesses to reach their target
customers.
 To understand how effective we can use online/Digital marketing tool to succeed our small
business.
 To identify the various types of business using Social Media for marketing.
 Research Methodology

A descriptive research design was undertaken to meet the objective of the study. The population for this
study is small businesses who has already implemented digital marketing in their business. Approximate
total population of these businesses is more than 400 (approximately).This study has selected a sample
of 50 respondents on convenience sampling. We had collect the response from various sectors like IT,
FM CG, Agriculture, Pharmaceuticals who are using digital marketing in their business. The impact of
online marketing on small business is measured by A) Types of business, B) Age of business, C) Income
of business, d) Awareness of digital marketing, E) Platform, F) Strategies uses by business G)
Recommendation to others, H) satisfaction level etc.
The response were measured by taking liker five point scale, while tabulating the data ‘strongly
disagree’ option was assigned a weight of one and ‘strongly agree’ was assigned a weight of five. In
between these two extremes, other levels such as ‘disagree’, ‘neither disagree nor agree’ and ‘agree’
were assigned weights of two, three and four respectively. Data collected was evaluated and cleared
from errors before being analyzed using SPSS and presented in the form of tables. Descriptive statistics
such as frequencies, percentages, means and standard deviation were used. Further, study used the
Pearson-product moment correlation coefficient to test the significant relationship between Impact of
online marketing/ Digital marketing on small businesses or start up.
Scope:
This research highlights The Impact of Online/Digital marketing on small Business.

The study aims to understand whether online/digital marketing is really impacting on small medium
enterprises or start up businesses who already using digital marketing for their business.

The sample collected for this study would be from Literate Businessman who has already do
implementation of Digital Marketing on their business.

This study would be derived from primary data by giving questionnaires to Individual.

Limitations:
The study is based on the Primary data and the limitation of this is inaccurate response will be given by
respondent.

This is subjected to the basis and prejudices of the respondent, hence 100% of accuracy cannot be
assured.
Type of research:
Primary Research through Questionnaire

Type of data:
Primary Data

Method of data collection:

In the data collection we were used primary data collection method. Where we take 50 respondent.
Questionnaires method. In this Research study, We have selected the method of collecting information
through primary data collection. The data were collected through the questionnaire method.
The survey was designed so that the participants could evaluate each question through their level of
knowledge by using the Liker scale 4-point scale: Strongly Agree, Agree, Disagree, and Strongly
Disagree.

Research Design:
Research design is the technique for conducting a research project. The design of the study is
explanatory and descriptive research approaches. Explanatory study approach will be businesses to
establish how variables such as age of business, Income level of business, place, strategies are using to
increase the sales of business. Has a impact on small businesses to rich their target customers. The main
research instrument used in this study will be questionnaires.
DATA SOURCES:
The study will mainly be based on primary data collection through the use of questionnaire; open ended
questions will be designed and administered to respondents. The questions cover a Knowledge of online
marketing, Digital platforms, Awareness of social media marketing, various digital marketing strategies.
The target population of the study will consist of Small Business people who already using online
marketing tools for their business both maleand female. The study is intended to develop and validate a
survey instrument that will assess the Impact of online
marketing on growth of small business or start up.

The study will be descriptive and explanatory study in nature. Primary sources and secondary sources
will also be used for this study. For the purpose of this study the sources will be as follows:
Primary Data sources: It will be collected with the help of questionnaire, to be filled in by the
respondents.
Secondary Data sources: It will be collected with the help of Books, Reports, Journals, Magazines,
Newspapers, Websites and other published sources.

SAMPLING DESIGN:

Sampling Technique Sampling techniques are broadly divided into two groups as probability
sampling techniques and non-probability sampling techniques.

For the current study, Convenience sampling is chosen.

Sampling Technique: Convenience sampling
Sample Size: 50
 Data Analysis
1. Age of Business?
Sr. No Particular Frequency Percentage

1 0-3 25 50%

2 3-5 20 40%

3 5-10 3 6%

4 Above 10 2 4%

Age of Business

6% 4%

50% 0-3

40% 5-Mar
10-May

Interpretation:-
From the above graph we analyzed that most of the business respondents business Age is 0-3 year that 50%. And 40%
respondent’s businesses age is 0-5 years. Means here we can say that businesses who was started in between 0-5 years
ago those who are using Online/Digital marketing techniques in their small business to survive in this competitive
world.
2. Income level of your Business?

Sr. No Particular Frequency Percentage

1 Upto 1L 8 16%

2 1-5 L 27 54%

3 5-10 L 10 20%

4 Above 10 L 5 10%

Income Level
0.6

0.5

0.4

0.3

0.2

0.1

0
Upto 1L 1-5 L 5-10 L Above 10 L

Interpretation:-

Above graph is tells us that the business who has started their small business in past several yearsago from that
businesses 54% businesses income level is 1-5L. And 20% respondents Income levelis in between 5-10L. And the
business who having income of more than are just 10%. That means most of the business income level is in between 5-
10L.

3. Which Industry Your Business Belonging?

Sr. No Particular Frequency Percentage

1 Agriculture 2 4%
2 FMCG 5 10%
3 IT 6 12%
4 Education 4 8%
5 Supply chain 0 0%
6 Service 30 60%
7 Other 3 6%

Sector
Agriculture

Other FMCG

IT

12%

Service

Supply chain
 Interpretation:-
From above Analysis we come to know that most of the businesses are belonging from service sector that are
60%. And second sector which is FMCG that is 10%. Means here we can say that Online Digital marketing is playing
very important role in service sector and FMCG sector. Meansthe businesses who has implemented online digital
marketing platform to grow more in the market that are belonging from service, FMCG, Education, Agricultural
sector.

4. Do you aware about online marketing or digital marketing?

Sr. No Particular Frequency Percentage

1 Yes 40 80%

2 No 10 20%

Digital marketing Awareness

No 20%

Interpretation:-
Above graph tells us that 80% of respondents are aware about online digital marketing tools andtechniques. And just
20% of respondents saying that they are not very much aware about onlinedigital marketing techniques and tools to
develop the business.

5. If Yes. Then are you using online marketing Tools in your business to reach Your target
customers?

Sr. No Particular Frequency Percentage

1 Yes 40 80%

2 No 10 20%

Using marketing Tools

No 20%
 Interpretation:-

This graph is tells us that those business who are aware about online digital marketing in that 80%small business are
using Online Digital marketing techniques to attract their target customers. 20%respondents who knows about online
digital marketing but unfortunately they are not using onlinedigital marketing techniques in the business to reach their
target customers.

6. Which digital platform you are using to attract your customers?

Sr. No Particular Frequency Percentage

1 Facebook 13 26%

2 Instagram marketing 10 20%

3 What’s app business 2 4%

4 YouTube Add 2 4%

5 Business website 25 50%

Digital marketing platforms

0.6

0.5

0.4

0.3

0.2

0.1

0
Facebook page Instagram What’s app YouTube AddBusiness website
Interpretation:-
From above graph we come to know that In today’s digital world most of the businesses are believed in digital
presence on internet that is business website are that respondents percentage is50%. After business website people
using Facebook page or Instagram page to attract youth towards their products that are 26% and 20%

7. Do you Agree that online marketing/Digital marketing helps your business to Rich your
target audience?

Sr. No Particular Frequency Percentage

1 Strongly Agree 17 34%

2 Agree 23 46%

3 Neutral 0 0%

4 Strongly Disagree 3 6%

5 Disagree 2 4%

Target Market
Disagree 4%
Neutral 7%

Strongly Agree

Agree
 Interpretation:-
Here we can say that most of the businessmen are able to reach their target customers that they had target because of
online digital marketing. So here we can say that if small business wants togrow more and reach their target Audience
then it’s need to they used online digital marketing techniques in their business.

8. What do you think about online marketing/Digital marketing really needed to the Small businesses in
today's Scenario?

Sr. No Particular Frequency Percentage

1 Yes 42 84%

2 Maybe 8 16%

3 No 0 0%

Need of Digital marketing No

0%

Maybe 16%

Interpretation:-
 From above Analysis we come to know that those who are using Online Digital marketing tools for reaching their
target customers from that 84% respondents are agree that online digital marketing is really needed in today’s digital
world or competitive world.

9. what do you think where online marketing help to the businesses?

Sr. No Particular Frequency Percentage

1 Increase Customers 6 12%

2 Increase Profits 4 8%

3 Helps to sustain in the market 0 0%

4 Helps in Branding 3 6%

5 All of the Above 37 74%

Advantage of Digital
marketing

Increase Customers Increase Profits Helps to sustain in the market

Helps in Branding All of the Above
 Interpretation:-
From above Analysis we come to know that online digital marketing help new business in 360 degree in terms of
business, new customer, sales, profit, create brand in the market, helps in sustainin competitive world. Here 75%
respondents chosen all of the above option.

Findings and Discussions

1) This study examined the Impact of online digital marketing on small businesses and start up. Most of
the business who had adopted online digital marketing tools in their businesses their age is in between 1-
5 years. And also their income level is in between 5-10L.
2) The business which are already using online digital marketing in that 60% of the small business are
from Service sector which is highly contributing on Indian economy. And 10% From FMCG sector and
8% are from Education.
3) 80% respondents are Aware about digital marketing and 20% are not. And in this 80% respondents
again 80% are using online digital marketing for to reach their target Audience or target customers.
4) In this research we come to know that most of the customers are using business website platform to
ensure digital business presence on internet ant that are 54%. 26% are using the tool of Facebook page
and 20% are using Instagram page to reach their target customers.
5) 46% respondents are Agree And 35% are strongly agree that because of online digital marketing we
are able to reach out our target people’s. And also 84% of small business telling us that yes online digital
marketing is highly impacting on performance of business and also it is needed in today’s competitive
Scenario.
6) Also here we had find that online digital marketing helps small businesses in 360 Area of the business
in terms of increasing sales, customer, income, creating brand.
7) Our 96% of respondents are really recommending online digital marketing to others. Who are not
able to sustain in today’s competitive world.
8) In this research lastly find that our 80% of small business are highly satisfied with the result of online
digital marketing which they got by using digital tools. And also we can say that online digital
marketing
has highly impacting on the performance of the business as well as to reach their target customers.

Conclusion

Social media marketing is important because it aligns with the way consumers make purchasing
decisions. Study indicates that increasing numbers of consumers are using internet services and research
to carry out preliminary Impact of digital marketing on small business. So in this study we analyze
positive impact of online digital marketing on small business on performance of the business. And
reaching out their target customers. Also digital marketing helps small business to increase new
customer base, profit, sustainability, creating brand image on the market. Businesses are believed
business website are more effective tool for the growth of the small business. And also Facebook,
Instagram, what’s app, linked in this are the platform are also highly preferred by small businesses. Also
people are agree that online digital marketing is highly impacting on various functions of the business.
And also Small businesses highly satisfied with overall online digital marketing performance.
Thus, a conclusion can be drawn that the study was helpful to understand that there is highly positive
impact of online digital marketing on small Business and start up.