A Project Report On

IMPACT OF DIGITAL MARKETING

ON BRAND AWARENESS
SEMESTER: 6

Prepared by:
● Devang Mistry (2107030000164)
● Jay Patel (2207030030004)

Under the Guidance of:

Prof. Khushboo Sharma BBA
1. Introduction
In today's rapidly evolving marketing landscape, traditional strategies
have given way to the dynamic realm of digital marketing. This
transition reflects not only technological advancements but also shifts
in consumer behaviour and preferences. Digital marketing has
emerged as a pivotal element of modern corporate strategies,
offering unprecedented opportunities to connect with global
audiences and enhance brand visibility. The evolution from
conventional text-based promotions to comprehensive digital
campaigns signifies the increasing significance of the Internet in our
daily lives. What initially served as a platform for commerce has now
evolved into a multifaceted approach encompassing brand
awareness, consumer engagement, and global communication. Brand
image and recognition are paramount in the realm of digital
marketing.
1.1 Background
In today's fast-paced business world, organizations that want to
flourish in the digital era must navigate the domains of digital
marketing and brand awareness effectively. With the extensive
influence of online platforms, businesses must effectively use digital
marketing tactics to not only promote their products but also
establish a strong brand presence.
Types of Digital Marketing:
1. Social Media Marketing
2. Email Marketing
3. Search Engine Optimization
4. Content Marketing
5. Mobile Marketing
1.2 Objectives of Study
The objective of the study is to investigate and analyze the impact of digital
marketing strategies on brand image. This involves examining how various digital
marketing channels and tactics influence consumers' perceptions, attitudes, and
associations with a brand. The study aims to identify the effectiveness of different
digital marketing approaches in shaping brand image, understanding consumer
behaviour in response to digital brand messaging, and exploring factors that
contribute to building a positive brand image online.

1.3 Significance of Study

● Resource optimization ● Enhanced campaign performance

● Amplified brand visibility and engagement ● Consumer behaviour insights

● Iterative marketing strategies ● Fostering brand loyalty and advocacy

● Cultivation of trust and credibility ● Risk mitigation ● Long-term brand success

2. Literature Review
In today's digitally driven world, the marketing landscape has changed
dramatically, with digital platforms serving as the major battleground for
firms looking to gain consumers' attention and allegiance. The concept of
brand awareness, which symbolizes how well customers know and
recognize a specific brand, is fundamental to this shift. Theoretical
frameworks that explain the impact of digital marketing on brand
awareness are essential for understanding the mechanisms by which
digital initiatives influence customer perceptions and behaviours. Here,
we look at many theoretical perspectives on the relationship between
digital marketing actions and brand recognition.
2.1 Theoretical Framework
In today's digitally driven world, the marketing landscape has changed
dramatically, with digital platforms serving as the major battleground
for firms looking to gain consumers' attention and allegiance. The
concept of brand awareness, which symbolizes how well customers
know and recognize a specific brand, is fundamental to this shift.
Theoretical frameworks that explain the impact of digital marketing on
brand awareness are essential for understanding the mechanisms by
which digital initiatives influence customer perceptions and
behaviours. Here, we look at many theoretical perspectives on the
relationship between digital marketing actions and brand recognition.
2.2 Digital Platforms
In the modern digital age, the development of digital platforms has
transformed how people interact, communicate, and consume
information. These platforms cover a wide range of online areas,
including social media networks, e-commerce websites, search
engines, and mobile applications. As hubs of connectivity and
engagement, digital platforms play an important role in shaping
consumer behaviours, influencing purchasing decisions, and facilitating
brand-customer interactions. Here, we look at the complex nature of
digital platforms, including their impact on marketing, communication,
and engagement.
2.3 Conceptual Frameworks

The Digital Touchpoints Model describes brand-consumer interactions

across several digital touchpoints, including social media, search engines,
websites, and mobile apps. It depicts how consumers interact with
brands throughout their digital journey, from initial discovery to post-
purchase involvement. By mapping the customer journey across digital
touchpoints, marketers may find chances to increase brand visibility and
awareness at each stage using focused digital marketing methods.
● The Engagement Funnel Framework
● Integrated Marketing Communication (IMC)
● The Brand Experience Framework
3. Scope of the Project

The scope of the project includes a thorough examination of theory

frameworks, data platforms, concepts, research gaps and empirical

research designs. It also covers analysis, interpretation and

implications related to the effect of Digital Marketing on Brand

Awareness. The project is intended to extend the existing knowledge

base and provide useful information for marketing professionals and

companies active in digital media by means of a methodical analysis.

3.1 Scope of the Project Points
1. Theoretical Framework Analysis: The project will examine several theoretical
perspectives, including information processing theory, the Elaboration Likelihood
Model, social learning theory and network effect theory, in order to understand
how digital marketing affects brand awareness.
2. Digital Platforms Exploration: The project will examine the complexity of
digital platforms, e.g. chat applications, social media, online shopping, search
engines and content redistribution.
3. Identification of Research Gaps: Through a thorough review of the current
literature, the project will identify research gaps in order to understand how
digital marketing has an impact on brand awareness.
4. Empirical Research Design: An overview of the research design, including
sample strategies, analytical methods and data collection procedures, will be
presented in this project. Qualitative techniques such as focus groups and
interviews, along with Quantitative methods.
4. Problem Statement
Branding has emerged as a top management priority in the last
decade due to the growing realization that brands are one of the
most valuable intangible assets that firms have. Its impact is not well
realized by some of the companies especially SME, since there is a
new marketing technology which use digital tools such as social
media which can help the company to create brand awareness and it
also increase brand visibility. However, brands serve several valuable
functions. At their most basic level, brands serve as markers for the
offerings of a firm. For customers, brands can simplify choice, promise
a particular quality level, reduce risk, and/or engender trust.
4.1 Problem Statement
Brands are built on the product itself, the accompanying marketing activity,
and the use (or non-use) by customers as well as others and another fact is
since now most of the people spend most of their time on Mobile phones
and internet to get all information they need to get, they don’t have time to
get information or current affairs on traditional media. Brands thus reflect
the complete experience that customers have with products. Brands also
play an important role in determining the effectiveness of marketing efforts
such as advertising and channel placement. Finally, brands are an asset in
the financial sense. Thus, brands manifest their impact at three primary
levels customer market, product-market, and financial-market.
5. Research Methodology
Research methodology is a structured and scientific approach used to collect,
analyze, and interpret quantitative or qualitative data to answer research
questions or test hypotheses. A research methodology is like a plan for carrying
out research and helps keep researchers on track by limiting the scope of the
research. Several aspects must be considered before selecting an appropriate
research methodology, such as research limitations and ethical concerns that
may affect your research. A research methodology describes the techniques and
procedures used to identify and analyze information regarding a specific
research topic. It is a process by which researchers design their study so that
they can achieve their objectives using the selected research instruments. It
includes all the important aspects of research.
5.1 Research Design
The research design describes the methodology and organization of the
study. In this case, a combination of different methods will be used
which include both quantification and qualitative techniques. In addition
to quantitative data, this method allows for a thorough investigation of
how digital marketing affects brand awareness and provides rich insight
from focus groups and interviews.

1. Quantitative component

2. Qualitative component

3. Mixed methods integration

5.2 Data Collection Methods
Data collection methods shall be described as strategies and
processes used to obtain information relevant for the research
project. In order to investigate the impact of digital marketing on
brand awareness, a number of techniques will be used to collect both
quantitative and qualitative data:

1. Surveys

2. Interviews/Focus Groups

3. Content Analysis
6. Analysis and Interpretation
Here’s the result of report on the impact of digital marketing on brand awareness The
findings obtained from the data collection efforts. Here's a structured approach to the data:

1. Analyzed data by doing segments (e.g., demographics, customer segments) to identify

variations in brand awareness and digital marketing effectiveness across different groups.
2. Analyzed open-ended responses from surveys to identify common themes and patterns
related to perceptions of brand awareness and the impact of digital marketing efforts.
3. Analyzed digital marketing content (e.g., social media posts, ads) to identify recurring
themes, messaging strategies, and creative elements that resonate with the target audience.
4. Compared the effectiveness of different digital marketing channels (e.g., social media,
email, search engine marketing) in driving brand awareness and engagement.
5. Summarized the main findings from the analysis for understanding the impact of digital
marketing on brand awareness.
6. Used visual aids such as charts, graphs, and diagrams to illustrate key findings and trends,
making it easier to understand and interpret the data.
6.1 HOURS PER DAY SPENT ON INTERNET BY
AGE GROUPS
6.2 What factors influence your perception of a
brand when you encounter it through
digital marketing?
6.3 Have you ever engaged with a brand’s
digital marketing content without making
a purchase?
6.4 What type of digital marketing content do
you find most engaging?
6.5 What role do customer testimonials play in
shaping your perception of a brand’s
credibility?
7. Findings and Suggestions
7.1 FINDINGS:
1. Increased Brand Visibility: Digital marketing efforts have led to a significant
increase in brand visibility, as evidenced by higher website traffic, social
media engagement metrics, and brand mentions across digital platforms.

2. Positive Brand Perception: Consumers exhibit a more favorable perception

of the brand following exposure to digital marketing campaigns, with
sentiment analysis indicating a predominance of positive sentiments in
online discussions and feedback.

3. Effective Digital Channels: Certain digital channels, such as social media

platforms and email marketing, have emerged as particularly effective in
driving brand awareness, with high engagement rates and reach among
target audiences.
7.2 Suggestions
This paper has pointed out the impact of digital marketing platforms on how
they enhance brand awareness of the company. The results has shown that the
new era of science and technology has change the means of communication
from traditional media channel such as newspaper and radio to digital platforms
such as google, blogs, email, Facebook tweeter. Those digital platforms have
proven to be more effective by both customers and the company which they use
them. Most of the customers using internet and social media to look on
information whenever they appear on their phones or computer which gives
them opportunities to get information posted by companies. People they don’t
wait for newspaper or radio to get information rather they search on social
media. Brands awareness could be raised through internet marketing tools,
which notify, remind, and convince customers about their brands, products, or
services. In order to increase brand awareness, it is necessary to increase
interaction with your brand, build positive brand associations, increase brand
loyalty by linking it with the target audience, and motivate customers to get
acquainted with your brand and associated products.
THANK YOU