G. S.

College of Commerce & Economics, Nagpur 2022-23

PROJECT REPORT

" To Study The Transformation And Evolution From Traditional To Digital

Marketing "

Submitted to
G. S. College of Commerce & Economics, Nagpur
Affiliated to
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

In partial fulfillment for the award of the degree of

Bachelor of Business Administration

Submitted by

RITIK R. BOBDE

Under the Guidance of

Prof. ASHIMA VARGHESE

G . S. College of Commerce & Economics, Nagpur

Academic Year 2022 – 23
 G. S. College of Commerce & Economics, Nagpur 2022-23

G. S. College of Commerce & Economics, Nagpur

Academic Year 2022 – 23

CERTIFICATE

This is to certify that “RITIK R. BOBDE” has submitted the project report titled “ To Study The
Transformation And Evolution From Traditional To Digital Marketing’’, towards partial fulfillment

of BACHELOR OF BUSINESS ADMINISTRATION degree examination. This has not been

submitted for any other examination and does not form part of any other course undergone by the
candidate.
It is further certified that he/she has ingeniously completed his/her project as prescribed by
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur.

Prof. ASHIMA VARGHESE DR. AFSAR SHEIKH

( PROJECT GUIDE ) (CO-ORDINATOR )

PLACE:
DATE:
 G. S. College of Commerce & Economics, Nagpur 2022-23

G.S. College Of Commerce & Economics, Nagpur

Academic Year 2022 – 23

DECLARATION

I here-by declare that the project with title “To Study The Transformation And

Evolution From Traditional To Digital Marketing’’ has been completed by me in partial

fulfillment of BACHELOR OF BUSINESS ADMINISTRATION degree examination as

prescribed by Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur and this has not been submitted

for any other examination and does not form the part of any other course undertaken by me.

RITIK .R. BOBDE

Place:

Date:
 G. S. College of Commerce & Economics, Nagpur 2022-23

G.S. College of Commerce & Economics, Nagpur

Academic Year 2022 – 23

ACKNOWLEDGEMENT

With immense pride and sense of gratitude, I take this golden opportunity to express my sincere
regards to DR. S . S KATHALEY, Principal, G.S. College of Commerce & Economics, Nagpur.

I am extremely thankful to my Project Guide Prof. ASHIMA VARGHESE for his/her guideline
throughout the project. I tender my sincere regards to Co-Ordinator, Prof. AFSAR SHEIKH for
giving me outstanding guidance, enthusiastic suggestions and invaluable encouragement which helped
me in the completion of the project.

I will fail in my duty if I do not thank the non-Teaching staff of the college for their Co-operation.
I would like to thank all those who helped me in making this project complete and successful.

RITIK .R. BOBDE

Place:
Date:
 G. S. College of Commerce & Economics, Nagpur 2022-23

INDEX

SR. No. PARTICULARS PAGE No.

1 Introduction 1-16
2 Industry Profile 17-24
3 Literature Review 25-28
4 Problem Definition 29-30
5 Objectives of Study 31-38
5.1Scope of Study
5.2 Limitations of Study
5.3 Hypothesis
6 Research Methodology 39-40
6.1Research Design
7 Data Analysis & Interpretation. 41-47
8 Findings 48-49
9 Suggestions 50-51
10 Conclusion 52-53
11 Bibliography 54-55
12 Annexture 56-58
 G. S. College of Commerce & Economics, Nagpur 2022-23

CHAPTER 1
INTRODUCTION

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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 analyze the behaviors 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.

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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.

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.

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.

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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.

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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 travelers 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.

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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. Additionally, magazines are more typically passed off
to others than newspapers, so there is a much higher chance that your advertisement will be
seen. The high gloss and color content of a magazine, versus a newspaper, makes it a desirable
form of advertising.

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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.

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.

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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.

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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.

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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.

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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

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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 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.

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.

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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.

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.

How Do Businesses Monitor the Success of Digital Marketing?

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.

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

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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
content to attract and engage your audience.

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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.

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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.

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.

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CHAPTER 2

INDUSTRY PROFILE

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INDUSTRY PROFILE

Industry name Digital Marketing

Sub types Affiliate marketing,

SEO,SMM

Sector Marketing

Audience Start-up, business and

company

Content Analytics, Survey, video’s

and feed's

Revenue method Promotions, marketing,

traffic generation

Market size $321 B (Till January 2023)

USP Technology, easy access

Growth rate 13.1%

Competitive advantage Targeted audience, cost

effective

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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.

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Some of the key trends in digital marketing include the use of social media influencers,
personalized marketing, and artificial intelligence and automation in marketing campaigns.
Social media influencers, who have a large and loyal following on social media platforms,
have become a key component of many digital marketing campaigns.

Personalized marketing is also increasingly being used, wherein marketing efforts are tailored
to a specific audience based on their interests and behaviours. Artificial intelligence and
automation are being used to optimize marketing campaigns and improve the customer
experience.

In conclusion, both traditional and digital marketing strategies have their benefits, and
companies must choose the best one based on their target audience, objectives, and budget.
However, the growth of digital marketing is inevitable, and businesses must be willing to
adapt to the changing landscape to remain competitive.

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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 behavior, search history, etc.

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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.

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.

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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.

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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.

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CHAPTER 3

LITERATURE REVIEW

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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, Kelloggs, Cadbury, HDFC(Housing
Development Finance Corporation Ltd.) loans and Sunsilk. 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.

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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

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According to Garder's survey The top priority in digital marketing investment will be to
improve commerce experiences through social marketing, content creation and management
and mobile marketing. Key findings also revealed that a company' marketing success relies
mostly on their website, social marketing, and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be reinvested elsewhere.
Normally, companies spend 10 percent of their revenue on marketing and 2.4 percent on
digital marketing, which will increase to 9 percent in the future.

According to Taylor He had predict that by 2020 that all traditional outdoor advertising
space in major cities will be replaced by digital displays. It is worth nothing that a lot of
DOOH (traditional and non-traditional media interlink) can be used in tandem with
programmatic, to create an immersive experience that changes based on real time variables.

According to Freitas He has discussed how linked in is the main social platform for B2B
sales and how events are intertwined. this linking of traditional and non-traditional in this
sense is very measurable as there will be a clear indicate of the number of consumers who have
received the message and the end result being a led conversion.

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CHAPTER 4

PROBLEM DEFINITIONS

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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.

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CHAPTER 5
OBJECTIVES OF STUDY

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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.

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SCOPE OF STUDY

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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.

 Analyzing 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.

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LIMITATIONS OF STUDY

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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.

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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.

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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.

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CHAPTER 6

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Steps or techniques used to identify, select, process, and analyze 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

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CHAPTER 7
DATA ANALYSIS & INTERPRETATION

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DATA ANALYSIS & INTERPRETATION

 Showing which method of marketing you prefer

Particulars No. of respondents Percentage

Online marketing 32 64
Traditional Marketing 18 36
Total 50 100

 Showing which method of marketing mostly preferred by people

70

60

50
Percentage

40

30
Percentage
20

10

0
Traditional Digital
Marketing Marketing

preference

Interpretation

It shows the preference of marketing. 64% of respondents prefer online

marketing and 36% of respondents prefer traditional marketing.

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 Showing that getting a new product launching info via online marketing
than a traditional marketing is more informative
Particulars No. of respondents Percentage
Strongly agree 13 26
Agree 26 52
Neutral 9 18
Disagree 1 2
Strongly disagree 1 2
Total 50 100

 Showing opinion regarding the statement that getting a new product

launching info via online marketing than a traditional marketing is more
informative
60

50

40
Percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
more informative

Interpretation

52% of respondents agree that getting a new product launching info via digital
marketing is more informative than traditional marketing, 26% of respondents
strongly agree that getting a new product launching info via digital marketing is
more informative than traditional marketing,18% of them have neutral opinion, 2%
of them disagree that getting a new product launching info via digital marketing is
more informative than traditional marketing, 2% of respondents strongly disagree
that getting a new product launching info via digital marketing is more informative
than traditional marketing.

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 Showing attentiveness in online marketing

Particulars No. of respondents Percentage
Strongly agree 4 8
Agree 25 50
Neutral 15 30
Disagree 4 8
Strongly disagree 2 4
Total 50 100

 Showing attentiveness in online marketing

60

50
percentage

40

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
attentiveness

Interpretation

It shows attentiveness in online marketing. 50% of respondents agree that they are
attentive in online marketing, 30% of respondents have neutral opinion that they are
attentive in online marketing, 8% of respondents strongly agree that they are
attentive in online marketing and 8% of respondents disagree that they are attentive
in online marketing, 4% of respondents strongly disagree that they are attentive in
online marketing.

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 Showing how much people are satisfied with online marketing

Particulars No. of respondents Percentage
Highly satisfied 6 12
Satisfied 23 46
Neutral 18 36
Dissatisfied 3 6
Highly dissatisfied 0 0
Total 50 100

 Showing how much people are satisfied with online marketing

50
45
40
Percentage

35
30
25
20
Percentage
15
10
5
0
Highly Satisfied Neutral Dissatisfied Highly
satisfied dissatisfied
satisfaction

Interpretation

It shows the satisfaction in online marketing by the respondents. 46% of them are
satisfied with online marketing, 36% of respondents have neutral opinion about the
satisfaction of online marketing, 12% of respondents highly satisfied with online
marketing, 6% of respondents dissatisfied with online marketing .No one were
highly dissatisfied with online marketing.

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 Showing what are the benefits does traditional marketing offer over the online
marketing

Particulars No. of respondents Percentage

Wide range of 5 10
information
Low cost 6 12
Time saving 13 26
Ease of shopping 19 38
Interactive medium 7 14
Total 50 100

 Showing the benefits does traditional marketing offer over the online
marketing
40

35

30

25
Percentage

20

15 Percentage

10

0
Wide range of Low cost Time saving Ease of Interactive
information shopping medium
benefits

Interpretation

It shows the benefits does traditional marketing offer over the online marketing.
58% of respondents opinion that traditional marketing offer easy of shopping over
than online marketing, 26% of respondents opinion that time saving is provided by
traditional marketing, 14% of respondents opinion that traditional marketing as a
interactive medium and 12% respondents opinion that traditional marketing offer
low cost.10% of respondents opinion that traditional marketing offer wide range of
information.

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 Showing how would you rate traditional marketing

Particulars No. of respondents Percentage

Excellent 8 16
Satisfied 23 46
Good 18 36
Fair 1 2
Bad 0 0
Total 50 100

 Showing rating of traditional marketing by people

50
45
40
Percentage

35
30
25
20 Percentage

15
10
5
0
Excellent Satisfied Good Fair Bad
rating

Interpretation

It shows the rating given to traditional marketing by the respondents. 46% of

respondents are satisfied with traditional marketing, 36% of respondents have good
opinion about traditional marketing, 16% of respondents have excellent opinion
about traditional marketing, 2% of respondents have fair opinion about traditional
marketing, No one have bad opinion about traditional marketing.

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CHAPTER 8
FINDINGS

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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.

 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.

 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.

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CHAPTER 9
SUGGESTIONS

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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.

 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.

 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.

 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.
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CHAPTER 10
CONCLUSION

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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 analyzing
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
marketing strategies and leveraging the power of AI, businesses can gain a competitive
advantage and achieve long-term success.

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CHAPTER 11
BIBLIOGRAPHY

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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.customermonitor.com/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

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CHAPTER 12
ANNEXTURE

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ANNEXTURE

Q.1) Which method of marketing you prefer?

o Traditional Marketing

o Digital Marketing

Q.2) Do you think digital marketing is more effective than traditional marketing to
launch product?

o Strongly agree
o Agree
o Disagree
o Strongly disagree

Q.3) Does online marketing is more effective than traditional marketing?

o Strongly agree
o Agree
o Disagree
o Strongly disagree

Q.4) How much people are satisfied with online marketing?

o Highly satisfied
o Satisfied
o Dissatisfied
o Highly Dissatisfied

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Q.5) What are the benefits does traditional marketing offer over the online marketing?

o Low cost
o Time saving
o Ease of shopping
o Interactive medium

Q.6) How would you rate traditional marketing?

o Excellent
o Satisfied
o Good
o Fair
o Bad

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