Summer Training Project Report

SUMMER TRAINING REPORT
ON
Impact of Digital Marketing on Customer Behaviour at Today’s Kalam foundation
In partial fulfillment of the requirement for the award of two-year full-time Master of
Business Administration (MBA) Degree of Dr. A.P.J Abdul Kalam Technical
University, Lucknow (U.P.)
Submitted By:
Aashish Kumar Singh
Roll No.: - 1808270001
MBA III SEMESTER
Faculty Guide:
Dr. Rahul Singh
(Assistant Professor, MIT)
Submitted to:
Dr. A.P.J Abdul Kalam Technical University, Lucknow (U.P)
MIT DEPARTMENT OF MANAGEMENT,

MORADABAD
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Impact of Digital Marketing on Customer Behaviour
at Today’s Kalam foundation
By
Aashish Kumar Singh
Roll No.: - 1808270001
MBA III Semester
SUBMITTED TO
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW (U.P.)
TOWARDS PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF MASTER OF

BUSINESS ADMINISTATION
2018-20
AT THE MIT COLLEGE OF MANAGEMENT
The author grants to M.I.T. College of Management permission to reproduce and to

distribute publicity paper and electronic copies of the project report in whole or in a part.
Signature of student …………………………………………………………………….
Aashish Kumar Singh
MIT College of Management
Certified By ……………………………………………………………………………….
Dr. Rahul Singh
Project Guide
Candidate’s Declaration
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I, Aashish Kumar Singh hereby declared that the project titled “Impact of
Digital Marketing on Customer Behaviour at Today’s Kalam
foundation” which is being submitted in partial fulfillment of the
requirements for the awards of degree of Master of Business
Administration, is an own record carrier out by me under the supervision of
Dr. Rahul Singh. The matter embodied in this project has not been submitted
so far for the award of any degree or diploma.
Aashish Kumar Singh

Roll No.: - 1808270001
MBA III SEMESTER
Moradabad
PREFACE
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As a part of my Master of Business Administration (M.B.A) program I was asked
to undergo summer training in any organization, so as to give exposure to practical
management and to get familiar with the various activities in the organization.
I got an opportunity to undergo summer training in the reputed organization

Today’s Kalam Foundation was allowed to work on the project title “Impact of
Digital Marketing on Customer Behavior at Today’s Kalam foundation”.
Research give an ample opportunity to apply once academic knowledge in the field
of substantiated by ones inactive and lesion capabilities.
The basic purpose of this project is to present the subject matter in simple language
and easily understandable style to assist the reader to develop through
understanding.
ACKNOWLEDGEMENT
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I express my deep sense of gratitude towards Arshad Shaik who spared his
precious time and gave me advice whenever I needed. I am also in debt to all other
company staffs that helped me in the successful completion of this project.
I express my sincere gratitude and thankful towards Dr. Rahul Singh, and Lab
staff for their valuable time and guidance.
I am grateful to all our friends for providing critical feedback & support whenever
required. There are times in such projects when the clock beats you time & again
& you ran out of energy; you just want to finish it once & forever. Parents made us
endure such times with their unfailing humor & warm wishes.
Aashish Kumar Singh
Roll No.: - 1808270001
MBA III SEMESTER
Moradabad
table of contents
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Table of Contents
Introduction 7
Company Profile 27
Objectives of the study 30
Scope and rationale of the study 31
Literature Review 32
Research Methodology 39
Data analysis and Interpretation 42
Results & Findings 52
Conclusion 53
Recommendations 54
Limitations of the study 55
Bibliography 56
Annexure 57
Chapter – 1
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INTRODUCTION
Marketers are faced with new challenges and opportunities within this digital age. Digital
marketing is the utilization of electronic media by the marketers to promote the products or
services into the market. The main objective of digital marketing is attracting customers and
allowing them to interact with the brand through digital media. Digital marketing is one type of
marketing being widely used to promote products or services and to reach consumers using
digital channels. Digital marketing extends beyond internet marketing including channels that do
not require the use of Internet. It includes mobile phones (both SMS and MMS), social media
marketing, display advertising, search engine marketing and many other forms of digital media.
Through digital media, consumers can access information any time and any place where they
want. With the presence of digital media, consumers do not just rely on what the company says
about their brand but alsothey can follow what the media, friends, associations, peers, etc., are
saying as well. Digital marketing is a broad term that refers to various promotional techniques
deployed to reach customers via digital technologies. Digital marketing embodies an extensive
selection of service, product and brand marketing tactics which mainly use Internet as a core
promotional medium in addition to mobile and traditional TV and radio. Canon iMage Gateway
helps consumers share their digital photos with friends online. L’Oréal’s brand Lancôme uses
email newsletters to keep in touch with customers and hence tries to strengthen customer brand
loyalty (Merisavo et al., 2004). Magazine publishers can activate and drive their customers into
Internet with e-mails and SMS messages to improve re-subscription rate (Merisavo et al., 2004).
Marketers increasingly bring brands closer to consumers’ everyday life. The changing role of
customers as co-producers of value is becoming increasingly important (Prahalad and
Ramaswamy, 2004). Khan and Mahapatra (2009) remarked that technology plays a vital role in
improving the quality of services provided by the business units. According to Hoge (1993),
electronic marketing (EM) is a transfer of goods or services from seller to buyer involving one or
more electronic methods or media. E-Marketing began with the use of telegraphs in the
nineteenth century. With the invention and mass acceptance of the telephone, radio, television,
and then cable television, electronic media has become the dominant marketing force.
McDonald’s uses online channel to reinforce brand messages and relationships. They have built
online communities for children, such as the Happy Meal website with educative and
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entertaining games to keep customers always close to themselves (Rowley 2004). Reinartz and
Kumar (2003) found that the number of mailing efforts by the company is positively linked with
company profitability over time. The primary advantages of social media marketing is reducing
costs and enhancing the reach. The cost of a social media platform is typically lower than other
marketing platforms such as face-to-face sales or sales with a help of middlemen or distributors.
In addition, social media marketing allows firms to reach customers that may not be accessible
due to temporal and locational limitations of existing distribution channels. Generally, main
advantage of social media is that it can enable companies to increase reach and reduce costs
(Watson et al. 2002; Sheth & Sharma 2005).
According to Chaffey (2011), social media marketing involves “encouraging customer

communications on company’s own website or through its social presence”. Social media
marketing is one important technique in digital marketing as companies can use social media
form to distribute their messages to their target audience without paying for the publishers or
distributor that is characteristic for traditional marketing. Digital marketing, electronic
marketing, e-marketing and Internet marketing are all similar terms which, simply put, refer to
“marketing online whether via websites, online ads, opt-in emails, interactive kiosks, interactive
TV or mobiles” (Chaffey & Smith, 2008). Giese and Gote (2000) finds that customer
information satisfaction (CIS) for digital marketing can be conceptualized as a sum of affective
response of varying intensity that follows consumption and is stimulated by focal aspects of sales
activities, information systems (websites), digital products/services, customer support, after-sales
service and company culture.
Digital marketing (also known as data-driven marketing) is 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 use 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.
Digital marketing techniques such as search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, campaign marketing, data-
driven marketing and e-commerce marketing, social media marketing, social media optimization,
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e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming
more common in our advancing technology. In fact, digital marketing now extends to non-
Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback,
and on-hold mobile ring tones. Traditional marketing is the most recognizable form of
marketing. Traditional marketing is non-digital way used to promote the product or services of
business entity. On the other hand, digital marketing is the marketing of products or services
using digital channels to reach consumers. Some comparisons are presented below:
Traditional Marketing Digital Marketing
Traditional marketing includes print, Digital marketing includes online
broadcast, direct mail, and telephone advertising, email marketing, social
media, text messaging, affiliate
marketing, search engine optimization,
pay per click
No interaction with the audience Interaction with the audience
Results are easy to measure Results are to a great extent easy to
measure
Advertising campaigns are planned Advertising campaigns are planned
over a long period of time over short period of time
Expensive and time-consuming process Reasonably cheap and rapid way to
promote the products or services.
Success of traditional marketing Success of digital marketing strategies
strategies can be celebrated if the firm can be celebrated if the firm can
can reach large local audience. reach some specific number of local
audience
One campaign prevails for a long time Campaigns can be easily changed with
ease and innovations can be introduced
within any campaign
Limited reach to the customer due Wider reach to the customer because of
to limited number of customer the use of various customers technology
technology
24/7 year-round exposure is not possible 24/7 year-round exposure is possible
No ability to go viral Ability to go viral
One way conversation Two ways conversation
Responses can only occur during work Response or feedback can occur anytime
hours
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Advertising mediums that might be used as part of digital marketing strategy of a business could
include promotional efforts made via Internet, social media, mobile phones, electronic
billboards, as well as via digital television and radio channels. Digital marketing is a sub branch
of traditional marketing and uses modern digital channels for the placement of products e.g.
downloadable music, primarily for communicating with stakeholders e.g. customers and
investors about brand, products and business progress.
Various elements of digital marketing
There are various elements by which digital marketing is formed. All forms operate
through electronic devices. The most important elements of digital marketing are given below:
(i) Online advertising
Online advertising is a very important part of digital marketing. It is also called internet
advertising through which company can deliver the message about the products or services.
Internet-based advertising provides the content and ads that best matches to consumer interests.
Publishers put about their products or services on their websites so that consumers or users get
free information. Advertisers should place more effective and relevant ads online. Through
online advertising, company well controls its budget and it has full control on time.
(ii) Email Marketing
When message about the products or services is sent through email to the existing or potential
consumer, it is defined as email marketing. Direct digital marketing is used to send ads, to build
brand and customer loyalty, to build customer trust and to make brand awareness. Company can
promote its products and services by using this element of digital marketing easily. It is relatively
low cost comparing to advertising or other forms of media exposure. Company can bring
complete attention of the customer by creating attractive mix of graphics, text and links on the
products and services.
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(iii) Social Media
Today, social media marketing is one of the most important digital marketing channels. It is a
computer-based tool that allows people to create, exchange ideas, information and pictures about
the company’s product or services. According to Nielsen, internet users continue to spend more
time with social media sites than any other type. Social media marketing networks include
Facebook, Twitter, LinkedIn and Google+. Through Facebook, company can promote events
concerning product and services, run promotions that comply with the Facebook guidelines and
explore new opportunities. Through Twitter, company can increase the awareness and visibility
of their brand. It is the best tool for the promotion of company’s products and services. In
LinkedIn, professionals write their profile and share information with others. Company can
develop their profile in LinkedIn so that the professionals can view and can get more information
about the company’s product and services. Google+ is also social media network that is more
effective than other social media like Facebook, Twitter. It is not only simple social media
network but also it is an authorship tool that links web-content directly with its owner.
(iv) Text Messaging
It is a way to send information about the products and services from cellular and smart phone
devices. By using phone devices, company can send information in the form of text (SMS),
pictures, video or audio (MMS). Marketing through cellphone SMS (Short Message Service)
became increasingly popular in the early 2000s in Europe and some parts of Asia. One can send
order confirmations, shipping alerts using text message. Using SMS for campaigns get faster and
more substantial results. Under this technique, companies can send marketing messages to their
customers in real-time, any time and can be confident that the message will be seen. Company
can create a questionnaire and obtain valuable customer feedback essential to develop their
products or services in future.
(v) Affiliate Marketing:
Affiliate marketing is a type of performance-based marketing. In this type of marketing, a

company rewards affiliates for each visitor or customer they bring by marketing efforts they
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create on behalf of company. Industry has four core players: the merchant (also known as
“retailer” or “brand”), the network, the publisher (also known as “the affiliate”) and the
customer. The market has grown in such complexity resulting in the emergence of a secondary
tier of players including affiliate management agencies, super-affiliates and specialized third
party vendors. There are two ways to approach affiliate marketing: Company can offer an
affiliate program to others or it can sign up to be another business’s affiliate. If company wants
to drive an affiliate program, then, the company owner has to pay affiliates a commission fee for
every lead or sale they drive to company’s website. Company’s main goal here is to find
affiliates who can reach untapped markets. For example, a company with an e-zine may become
a good affiliate because its subscribers are hungry for resources. So, introducing one’s offer
through “trusted” company can grab the attention of prospects which might not have otherwise
reached.
(vi) Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier
(or higher ranked on the search results page), and more frequently a website appears in the
search result list, the more visitors it will
receive from the search engine users. SEO may target different kinds of search including image
search, local search, video search, academic search, news search and industry-specific vertical
search engines.
(vii) Pay Per Click (PPC)
Pay-per-click marketing is a way of using search engine advertising to generate clicks to your
website rather than “earning” those clicks organically. Pay per click is good for searchers and
advertisers. It is the best way for company’s ads since it brings low cost and greater engagement
with the products and services.
Advantages digital marketing brings to customers
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With rapid technological developments, digital marketing has changed customers buying
behavior. It has brought various advantages to the consumers as given below:
(i) Stay updated with products or services
Digital marketing technologies allow the consumers to stay with the company information
updated. Nowadays a lot of consumer can access internet any place anytime and companies are
continuously updating information about their products or services.
(ii) Greater engagement
With digital marketing, consumers can engage with the company’s various activities. Consumers
can visit company’s website, read information about the products or services and make purchases
online and provide feedback.
(iii) Clear information about the products or services
Through digital marketing, consumers get clear information about the products or services. There
is a little chance of misinterpretation of the information taken from sales person in a retail store.
However, Internet provides comprehensive product information which customers can rely on and
make purchase decision.
(iv) Easy comparison with others
Since many companies are trying to promote their products or services using digital marketing, it
is becoming the greatest advantage for the customer in terms that customers can make
comparison among products or services by different suppliers in cost and time friendly way.
Customers don’t need to visit a number of different retail outlets in order to gain knowledge
about the products or services.
(v) 24/7 Shopping
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Since internet is available all day long, there is no time restriction for when customer wants to
buy a product online.
(vi) Share content of the products or services
Digital marketing gives viewers a chance to share the content of the product or services to others.
Using digital media, one can easily transfer and get information about the characteristics of the
product or services to others.
(vii) Apparent Pricing
Company shows the prices of products or services through digital marketing channel and this
makes prices very clear and transparent for the customers. Company may regularly changes the
prices or gives special offers on their products or services and customers are always in
advantages by getting informed instantly by just looking at any one mean of digital marketing.
(viii) Enables instant purchase
With traditional marketing, customers first watch the advertisement and then find relevant
physical store to purchase the products or services. However, with digital marketing, customers
can purchase the products or services instantly.
Brand awareness
Ease of access
A key objective is engaging digital marketing customers and allowing them to interact with the
brand through servicing and delivery of digital media. Information is easy to access at a fast rate
through the use of digital communications. Users with access to the Internet can use many digital
mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital communications
it creates a Multi-communication channel where information can be quickly exchanged around
the world by anyone without any regard to whom they are. [23] Social segregation plays no part
through social mediums due to lack of face to face communication and information being wide
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spread instead to a selective audience. This interactive nature allows consumers create
conversation in which the targeted audience is able to ask questions about the brand and get
familiar with it which traditional forms of Marketing may not offer.
Competitive advantage
By using Internet platforms, businesses can create competitive advantage through various means.
To reach the maximum potential of digital marketing, firms use social media as its main tool to
create a channel of information. Through this a business can create a system in which they are
able to pinpoint behavioral patterns of clients and feedback on their needs. This means of content
has shown to have a larger impingement on those who have a long-standing relationship with the
firm and with consumers who are relatively active social media users. Relative to this, creating a
social media page will further increase relation quality between new consumers and existing
consumers as well as consistent brand reinforcement therefore improving brand awareness
resulting in a possible rise for consumers up the Brand Awareness Pyramid. Although there may
be inconstancy with product images; maintaining a successful social media presence requires a
business to be consistent in interactions through creating a two way feed of information; firms
consider their content based on the feedback received through this channel, this is a result of the
environment being dynamic due to the global nature of the internet. Effective use of digital
marketing can result in relatively lowered costs in relation to traditional means of marketing;
Lowered external service costs, advertising costs, promotion costs, processing costs, interface
design costs and control costs.
Effectiveness
Brand awareness has been proven to work with more effectiveness in countries that are
high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media
marketing works effectively. Yet brands must be careful not to be excessive on the use of this
type of marketing, as well as solely relying on it as it may have implications that could
negatively harness their image. Brands that represent themselves in an anthropomorphizing
manner are more likely to succeed in situations where a brand is marketing to this demographic.
"Since social media use can enhance the knowledge of the brand and thus decrease the
uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will
particularly appreciate the high social media interaction with an anthropomorphized brand."
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Moreover, digital platform provides an ease to the brand and its customers to interact directly
and exchange their motives virtually.
Latest developments and strategies

One of the major changes that occurred in traditional marketing was the "emergence of
digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing
strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes,
Loredana, 2015) .
As digital marketing is dependent on technology which is ever-evolving and fast-changing, the
same features should be expected from digital marketing developments and strategies. This
portion is an attempt to qualify or segregate the notable highlights existing and being used as of
press time.
1. Segmentation: more focus has been placed on segmentation within digital marketing, in order
to target specific markets in both business-to-business and business-to-consumer sectors.
2. Influencer marketing: Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital targeting. It is possible to reach
influencers via paid advertising, such as Facebook Advertising or Google Adwords
campaigns, or through sophisticated sCRM (social customer relationship management)
software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many
universities now focus, at Masters level, on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking marketing
content while Push digital marketing occurs when marketers send messages without that content
being actively sought by the recipients.
1. Online behavioural advertising is the practice of collecting information about a user's online
activity over time, "on a particular device and across different, unrelated websites, in order to
deliver advertisements tailored to that user's interests and preferences.
2. Collaborative Environment: A collaborative environment can be set up between the
organization, the technology service provider, and the digital agencies to optimize effort,
resource sharing, reusability and communications. Additionally, organizations are inviting
their customers to help them better understand how to service them. This source of data is
called User Generated Content. Much of this is acquired via company websites where the
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organization invites people to share ideas that are then evaluated by other users of the site.
The most popular ideas are evaluated and implemented in some form. Using this method of
acquiring data and developing new products can foster the organizations relationship with
their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost
advertising as it is directly from the consumers and can save advertising costs for the
organization.
3. Data-driven advertising: Users generate a lot of data in every step they take on the path of
customer journey and Brands can now use that data to activate their known audience with
data-driven programmatic media buying. Without exposing customers' privacy, users' Data
can be collected from digital channels (e.g.: when customer visits a website, reads an e-mail,
or launches and interact with brand's mobile app), brands can also collect data from real world
customer interactions, such as brick and mortar stores visits and from CRM and Sales engines
datasets. Also known as People-based marketing or addressable media, Data-driven
advertising is empowering brands to find their loyal customers in their audience and deliver in
real time a much more personal communication, highly relevant to each customer’s moment
and actions.
An important consideration today while deciding on a strategy is that the digital tools have
democratized the promotional landscape.
5. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows
marketers to publish targeted ads in front of an interest category or a defined audience, generally
called searchers in web speak, they have either searched for particular products or services or
visited a website for some purpose.
6. Game advertising: Game ads are advertisements that exist within computer or video games.
One of the most common examples of in-game advertising is billboards appearing in sports
games. In-game ads also might appear as brand-name products like guns, cars, or clothing that
exist as gaming status symbols.
The new digital era has enabled brands to selectively target their customers that may potentially
be interested in their brand or based on previous browsing interests. Businesses can now use
social media to select the age range, location, gender and interests of whom they would like their
targeted post to be seen by. Furthermore, based on a customer's recent search history they can be
‘followed’ on the internet so they see advertisements from similar brands, products and services,
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This allows businesses to target the specific customers that they know and feel will most benefit
from their product or service, something that had limited capabilities up until the digital era.
Ways to further increase the effectiveness of digital

marketing
A strategy that is linked into the effectiveness of digital marketing is content marketing.
Content marketing can be briefly described as "delivering the content that your audience is
seeking in the places that they are searching for it". It is found that content marketing is highly
present in digital marketing and becomes highly successful when content marketing is involved.
This is due to content marketing making your brand more relevant to the target consumers, as
well as more visible to the target consumer.
Marketers also find email an effective strategy when it comes to digital marketing as it is another
way to build a long term relationship with the consumer. Listed below are some aspects that need
to be considered to have an effective digital media campaign and aspects that help create an
effective email system.
Interesting mail titles differentiate one advertisement from the other. This separates
advertisements from the clutter. Differentiation is one factor that can make an advertisement
successful in digital marketing because consumers are drawn to it and are more likely to view the
advertisement.
Establishment of customer exclusivity: A list of customers and customer's details should be
kept on a database for follow up and selected customers can be sent selected offers and
promotions of deals related to the customer's previous buyer behaviour. This is effective in
digital marketing as it allows organisations to build up loyalty over email.
Low Technical Requirements: In order to get the full use out of digital marketing it is useful to
make you advertising campaigns have low technical requirements. This prevents some
consumers not being able to understand or view the advertising campaign.
Rewards: The lucrative offers would always help in making your digital campaign a success.
Give some reward in the end of the campaign. This would definitely invite more engagement and
word of mouth publicity.
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Ineffective forms of digital marketing
Digital marketing activity is still growing across the world according to the headline global
marketing index. Digital media continues to rapidly grow; while the marketing budgets are
expanding, traditional media is declining (World Economics, 2015). Digital media helps brands
reach consumers to engage with their product or service in a personalised way. Five areas, which
are outlined as current industry practices that are often ineffective are prioritizing clicks,
balancing search and display, understanding mobiles, targeting, viewability, brand safety and
invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are
ineffective and some ways around making these aspects effective are discussed surrounding the
following points.
Prioritizing clicks
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and
inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means
one in a thousand click ads are relevant therefore having little effect. This displays that
marketing companies should not just use click ads to evaluate the effectiveness of display
advertisements (Whiteside, 2016).
Balancing search and display

Balancing search and display for digital display ads are important; marketers tend to look at the
last search and attribute all of the effectiveness to this. This then disregards other marketing
efforts, which establish brand value within the consumers mind. ComScore determined through
drawing on data online, produced by over one hundred multichannel retailers that digital display
marketing poses strengths when compared with or positioned alongside, paid search (Whiteside,
2016). This is why it is advised that when someone clicks on a display ad the company opens a
landing page, not its home page. A landing page typically has something to draw the customer in
to search beyond this page. Things such as free offers that the consumer can obtain through
giving the company contact information so that they can use retargeting communication
strategies (Square2Marketing, 2012). Commonly marketers see increased sales among people
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exposed to a search ad. But the fact of how many people you can reach with a display campaign
compared to a search campaign should be considered. Multichannel retailers have an increased
reach if the display is considered in synergy with search campaigns. Overall both search and
display aspects are valued as display campaigns build awareness for the brand so that more
people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital

marketing because smart phones and tablets are now responsible for 64% of the time US
consumers are online (Whiteside, 2016). Apps provide a big opportunity as well as challenge for
the marketers because firstly the app needs to be downloaded and secondly the person needs to
actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the
individuals single most used app, and almost 85% of their time on the top four rated apps’
(Whiteside, 2016). Mobile advertising can assist in achieving a variety of commercial objectives
and it is effective due to taking over the entire screen, and voice or status is likely to be
considered highly; although the message must not be seen or thought of as intrusive (Whiteside,
2016). Disadvantages of digital media used on mobile devices also include limited creative
capabilities, and reach. Although there are many positive aspects including the users entitlement
to select product information, digital media creating a flexible message platform and there is
potential for direct selling (Belch & Belch, 2012).
Cross-platform measurement: The number of marketing channels continues to expand, as

measurement practices are growing in complexity. A cross-platform view must be used to unify
audience measurement and media planning. Market researchers need to understand how the
Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's
device this does not get measured. Significant aspects to cross-platform measurement involves
de-duplication and understanding that you have reached an incremental level with another
platform, rather than delivering more impressions against people that have previously been
reached (Whiteside, 2016). An example is ‘ESPN and comScore partnered on Project Blueprint
discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to
digital advertising’ (Whiteside, 2016). Television and radio industries are the electronic media,
which competes with digital and other technological advertising. Yet television advertising is not
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directly competing with online digital advertising due to being able to cross platform with digital
technology. Radio also gains power through cross platforms, in online streaming content.
Television and radio continue to persuade and affect the audience, across multiple platforms
(Fill, Hughes, & De Franceso, 2013).
Targeting, viewability, brand safety and invalid traffic: Targeting, view ability, brand safety
and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies
are a form of digital advertising, which are tracking tools within desktop devices; causing
difficulty, with shortcomings including deletion by web browsers, the inability to sort between
multiple users of a device, inaccurate estimates for unique visitors, overstating reach,
understanding frequency, problems with ad servers, which cannot distinguish between when
cookies have been deleted and when consumers have not previously been exposed to an ad. Due
to the inaccuracies influenced by cookies, demographics in the target market are low and vary
(Whiteside, 2016). Another element, which is affected within digital marketing, is ‘viewabilty’
or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and
may never reach the right demographic segment. Brand safety is another issue of whether or not
the ad was produced in the context of being unethical or having offensive content. Recognizing
fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as
premium sites are more effective at detecting fraudulent traffic, although non-premium sites are
more so the problem (Whiteside, 2016).
Channels
Digital marketing is facilitated by multiple channels, As an advertiser one's core objective is to
find channels which result in maximum two-way communication and a better overall ROI for the
brand. There are multiple online marketing channels available namely;
 Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and
easy means of marketing through online platform. This is due to a lack of reliability in terms of
affiliates that can produce the demanded number of new customers. As a result of this risk and
bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that
isn’t honestly acquired. Legal means may offer some protection against this, yet there are
limitations in recovering any losses or investment. Despite this, affiliate marketing allows the
brand to market towards smaller publishers, and websites with smaller traffic. Brands that
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choose to use this marketing often should beware of such risks involved and look to associate
with affiliates in which rules are laid down between the parties involved to assure and
minimize the risk involved.
 Display advertising - As the term infers, Online Display Advertisement deals with showcasing
promotional messages or ideas to the consumer on the internet. This includes a wide range of
advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on the
search engines, classified or dynamic advertisement etc. The method can target specific
audience tuning in from different types of locals to view a particular advertisement, the
variations can be found as the most productive element of this method.
 Email marketing - Email marketing in comparison to other forms of digital marketing is
considered cheap; it is also a way to rapidly communicate a message such as their value
proposition to existing or potential customers. Yet this channel of communication may be
perceived by recipients to be bothersome and irritating especially to new or potential
customers, therefore the success of email marketing is reliant on the language and visual appeal
applied. In terms of visual appeal, there are indications that using graphics/visuals that are
relevant to the message which is attempting to be sent, yet less visual graphics to be applied
with initial emails are more effective in-turn creating a relatively personal feel to the email. In
terms of language, the style is the main factor in determining how captivating the email is.
Using casual tone invokes a warmer and gentle and inviting feel to the email in comparison to
a formal style. For combinations; it's suggested that to maximize effectiveness; using no
graphics/visual alongside casual language. In contrast using no visual appeal and a formal
language style is seen as the least effective method.
 Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets as it
supports different channels used in and among these, comes the Social Media. When we use
social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a
product or service, the strategy is called Social Media Marketing. It is a procedure wherein
strategies are made and executed to draw in traffic for a website or to gain attention of buyers
over the web using different social media platforms.
 Social Networking
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 Game advertising - In-Game advertising is defined as "inclusion of products or brands within a
digital game." The game allows brands or products to place ads within their game, either in a
subtle manner or in the form of an advertisement banner. There are many factors that exist in
whether brands are successful in their advertising of their brand/product, these being: Type of
game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game,
prominence of advertising within the game. Individual factors consist of attitudes towards
placement advertisements, game involvement, product involvement, flow or entertainment.
The attitude towards the advertising also takes into account not only the message shown but
also the attitude towards the game. Dependent of how enjoyable the game is will determine
how the brand is perceived, meaning if the game isn’t very enjoyable the consumer may
subconsciously have a negative attitude towards the brand/product being advertised. In terms
of Integrated Marketing Communication "integration of advertising in digital games into the
general advertising, communication, and marketing strategy of the firm" is an important as it
results in a more clarity about the brand/product and creates a larger overall effect.
 Online PR
1. Video advertising - This type of advertising in terms of digital/online means are advertisements
that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in
popularity over time. Online Video Advertising usually consists of three types: Pre-Roll
advertisements which play before the video is watched, Mid-Roll advertisements which play
during the video, or Post-Roll advertisements which play after the video is watched. [46] Post-
roll advertisements were shown to have better brand recognition in relation to the other types,
where-as "ad-context congruity/ incongruity plays an important role in reinforcing ad
memorability". Due to selective attention from viewers, there is the likelihood that the message
may not be received. The main advantage of video advertising is that it disrupts the viewing
experience of the video and therefore there is a difficulty in attempting to avoid them. How a
consumer interacts with online video advertising can come down to three stages: Pre attention,
attention, and behavioural decision. These online advertisements give the brand/business
options and choices. These consist of length, position, adjacent video content which all directly
affect the effectiveness of the produced advertisement time, therefore manipulating these
variables will yield different results. Length of the advertisement has shown to affect
23
memorability where-as longer duration resulted in increased brand recognition. This type of
advertising, due to its nature of interruption of the viewer, it is likely that the consumer may
feel as if their experience is being interrupted or invaded, creating negative perception of the
brand. These advertisements are also available to be shared by the viewers, adding to the
attractiveness of this platform. Sharing these videos can be equated to the online version of
word by mouth marketing, extending number of people reached. Sharing videos creates six
different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".
As well, videos that have entertainment value are more likely to be shared, yet pleasure is the
strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands
advertisement can maximize the outcome of an online video advert whether it be positive or a
negative outcome.
It is important for a firm to reach out to consumers and create a two-way communication model,
as digital marketing allows consumers to give back feed back to the firm on a community based
site or straight directly to the firm via email. Firms should seek this long term communication
relationship by using multiple forms of channels and using promotional strategies related to their
target consumer as well as word-of mouth marketing.
Digital Marketing Strategy

Digital marketing planning is a term used in marketing management. It describes the first stage
of forming a digital marketing strategy for the wider digital marketing system. The difference
between digital and traditional marketing planning is that it uses digitally based communication
tools and technology such as Social, Web, Mobile, Scannable Surface. Nevertheless, both are
aligned with the vision, the mission of the company and the overarching business strategy.
Stages of planning
Using Dr Dave Chaffey’s approach, the Digital Marketing Planning (DMP) has three main
stages; Opportunity, Strategy and Action. He Suggests that any business looking to implement a
successful digital marketing strategy must structure their plan by looking at opportunity, strategy
and action. This generic strategic approach often has phases of situation review, goal setting,
strategy formulation, resource allocation and monitoring.
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1) Opportunity
To create an effective DMP a business first needs to review the marketplace and set ‘SMART’
(Specific, Measurable, Actionable, Relevant and Time-Bound) objectives. They can set SMART
objectives by reviewing the current benchmarks and Key Performance Indicators (KPIs) of the
company and competitors. It is pertinent that the analytics used for the KPIs be customised to the
type, objectives, mission and vision of the company.
Companies can scan for marketing and sales opportunities by reviewing their own outreach as
well as influencer outreach. This means they have competitive advantage because they are able
to analyse their co-marketers influence and brand associations.
To cease opportunity, the firm should summarize their current customers’ personas and purchase
journey from this they are able to deduce their digital marketing capability. This means they need
to form a clear picture of where they are currently and how many resources they can allocate for
their digital marketing strategy i.e. labour, time etc. By summarizing the purchase journey, they
can also recognise gaps and growth for future marketing opportunities that will either meet
objectives or propose new objectives and increase profit.
2) Strategy
To create a planned digital strategy, the company must review their digital proposition (what you
are offering to consumers) and communicate it using digital customer targeting techniques. So,
they must define online value proposition (OVP), this means the company must express clearly
what they are offering customers online e.g. brand positioning. The company should also
(re)select target market segments and personas and define digital targeting approaches.
After doing this effectively, it is important to review the marketing mix for online options. The
marketing mix comprises the 4Ps - Product, Price, Promotion and Place. Some academics have
added three additional elements to the traditional 4Ps of marketing Process, Place and Physical
appearance making it 7Ps of marketing.
3) Action
The third and final stage requires the firm to set a budget and management systems; these must
be measurable touch points such as audience reach across all digital platforms. Furthermore,
25
marketers must ensure the budget and management systems are integrating the paid, owned and
earned media of the company. The Action and final stage of planning also requires the company
to set in place measurable content creation e.g. oral, visual or written online media. After
confirming the digital marketing plan, a scheduled format of digital communications e.g. Gantt
Chart should be encoded throughout the internal operations of the company. This ensures that all
platforms used fall in line and complement each other for the succeeding stages of digital
marketing strategy.
Chapter – 2
COMPANY PROFILE
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Today’s Kalam Foundation’ was started in the year 2016 in Hyderabad by a group of
Intellectuals with the inspiration of A.P.J.Abdul Kalam.Making Kalam’s is the main Objective.
Our Activities
KALAM CENTRE project aims towards a holistic development of children, hailing from an
under-resourced section of the society. The project covers various aspects viz., academic
education, self-defense classes, vocational training, personality development, health tips, hygiene
& nutrition awareness, career counseling and extra curriculum activities.
TKF volunteers go to slums and choose a group of students who study in Govt. schools. From
the same slum a Mentor is employed and an “Kalam centre” is established either in the nearby
community hall/school premise/rented place. Generally the Mentors are under/post graduates. In
these centres the respective Mentors provide after - school support to the students for 2 hours per
day. Each centre consists of an average of 25 kids. Attendance is recorded everyday. Once the
child joins the center he/she will get value-based education, classes in self-defence, vocational
training, personality development, health tips, awareness of proper nutrition and career
counselling.
As of today, 15 Kalam Centers have been set up with over 450 children attending every day.
Important national festivals like Independence Day, Republic Day etc are celebrated with gusto.
27
Currently, Today’s Kalam Foundation is focussing on expanding its activities to reach out to
more underprivileged children in the Old City and reduce the consequences of lack of education.
They plan to set up 50 more Kalam Centers which will touch the lives of over 1500 deprived
children and give them access to education and life skills. Towards this, we are seeking
volunteers based out of hyderabad, trainers who could train volunteers and individual as well as
corporate sponsorships.
List of Kalam Centers
 Riyasat nagar
 Hussani alam
 Dabeer pura
 N.M. Guda
 M.M.Pahadi
 Bashawat nagar
 Farath nagar
 Edi bazar
 Falaknama
 Kanchanbag
 Moin bagh
 Bapunagar
 Company bagh
 Talabkatta
 Babanagar
Vision
To bring reformation among basic sectors like Education, Health, Women Empowerment,
Transport and Research & Development.
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Mission
 To impart Quality in Education sector

 To enhance the skill development
 To improve the lives of the people by effective health management
 To empower the women
 To impart traffic education
Team
 Full Timers – 3
 Active Volunteers – 30+
 Event Based Volunteers – 1000+
 Voluntary Doctors - 20
 Project Locations – 25(15 Kalam centers + 10 Schools)
 Corporate Partners -5
Chapter – 3
OBJECTIVES OF THE STUDY
 To study the impact of digital marketing on consumer behavior with reference to Awareness
and fund raising at Today’s Kalam Foundation.
 To understand the importance of Digital Marketing Communication with reference to Today’s
Kalam Foundation.
 To understand the importance of Online advertising in changing market scenario.
 To understand the reasons for growing popularity of online marketing.
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 To analyze the effectiveness of online marketing as compared to traditional marketing tools.
 To identify the limitations of online marketing as IMC tool.
Chapter – 4
SCOPE AND RATIONALE OF THE STUDY
The study aims to understand the massive contribution of Online marketing as a part of
Integrated Marketing Communication and to know its splendid efforts towards promotion in
practice and also to find out some challenges in using online marketing as a tool of integrated
marketing communication. The recommendations of this project can be used to frame an
appropriate Integrated Marketing Communication strategy in which companies can give special
consideration to online marketing along with the other traditional tools of IMC.
30
Chapter – 5
LITERATURE REVIEW
This chapter aims at exploring detailed information on major domains of the dissertation
topic by reviewing past research, books and related articles. Modern studies and past theories
concerning these domains are presented. These theories will be the foundation for the project.
Since the major domains of research topics are – Integrated Marketing Communication & Online
Marketing. The review of literature will revolve around these.
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Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson
Education, 2006, pg. no. 52 - Integrated marketing communication can produce stronger
message consistency and greater sales impact. It forces management to think about every way
the customer comes in contact with the company, how the company communicates its
positioning the relative importance of each vehicle and timing issues. It gives some responsibility
to unify the company’s brand image and messages as they come through thousands of company
activities. IMC should improve the company’s ability to reach right customers, with the right
message, at right time in the right place. Thus personal and non-personal communication
channels should be combined to achieve maximum impact.
Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd.,
2002, pg. no. 3 - A revolutionary development in the shift to the strategic concept of marketing
is in the marketing objective – from profit to consumer benefits. There is a growing recognition
that profits are a reward for performance (defined as satisfying customers in socially responsible
or acceptable ways). To compete in today’s market, it is necessary to have an employee team
committed to continuing innovation and to producing quality products. In other words, marketing
must focus on the customers and deliver value by creating consumer benefits. This change is
revolutionary idea that is accepted today by a vanguard minority marketing practitioners. The
idea of integrated marketing communication (IMC) is to create consistency and synergy by
combining marketing communication elements so that they support and enhance each other, to
promote potential communication understandings (Duncan and Everett, 1993).
Integrating Online & offline marketing together, Fitzpatrick Michele, Direct marketing,
Oct 2003, pg no. 50. - The concept of integrating online & offline marketing to build success is
one who time has come. While many companies still view their online & offline efforts as
separate entities, savvy marketers are slowly realizing that success comes through integration
through all channels to provide consumers with what they demand- accessibility, choice &
convenience.
32
Viral marketing is an IMC technique that is mostly used for trendy brands; Marketers are
increasing acknowledging Viral marketing as an important IMC tool because it offers the
traditions benefits and effectiveness of advertising. In viral marketing the organization promotes
its product using Word of Mouth Marketing (WOMM), utilizing individual's communication
networks, and relying on their individual recommendations to sell the product. Companies
actively seek viral marketing, by fueling discussion on their offerings. (Groucutt, J. et al 2004).
As per Don Schultz (2008), ―IMC is a strategic business process used to plan, develop, execute
and evaluate coordinated, measurable, persuasive brand communication programmes over time
with consumers, customers, prospects, and other targeted, relevant external and internal
audiences. The key difference in this definition of IMC from that of simple Marketing
Communication is highlighted by use of three words: i) strategic, ii) evaluate and iii) measurable.
In essence, IMC enforces use of marketing communication mix in such a way that it is
strategically designed to achieve certain objectives, measured to enforce accountability over
marketers and are evaluated over time. These elements are also stressed on by various IMC
authors (Schultz, 1996; Duncan & Caywood, 1996), who believe that although the concept of
IMC is not new, but the fact that previously marketing communication was not coordinated
strategically and strategy is now believed critical, gives this concept a new look.
In another definition of IMC given by a well-known author on IMC literature, Kliatchko (2005)
reflects the same concept. As per the author, IMC is the concept and process of strategically
managing audience-focused, channel-centered and results-driven brand communication
programmes over time. This definition is a bit more specific and along with strategy and
accountability it emphasizes specifically on communication being channel-centered and
audience-focused. Managing and coordinating the integration of company‘s communication
across different media and channels is an important aspect of IMC. IMC does involve a
process/plan aimed at providing consistency and impact through integration of communication
via different mediums (Larich & Lynagh, 2009).
Kitchen and Schultz (1997) believe that integrated marketing communication has significant
value for the organization, specifically in lowering costs and having greater control over the
33
marketing communication program. This is supported by Duncan and Everett (1993) who extend
the benefits to include gaining competitive advantage through IMC. Radio, Newspapers,
however, now the future of marketers appears to be digital as technology has become an
important part of daily lives (Pall & McGrath, 2009).
Concepts like convergence have come in to bring more versatility in the communication
mediums being used. Convergence represents a paradigm shift – a move from medium specific
content towards content that flows across multiple media channels, towards the increased
interdependence of communication systems, towards multiple ways of accessing media content,
and towards ever more complex relations between top-down corporate media and bottom-up
participatory culture.(Jenkins, 2006)
According to Kotler & Armstrong (2003), there are five traditional IMC elements quoted as
Advertising, Sales Promotion, Direct marketing, Personal selling and Publicity/Public relations.
According to Institute of Practitioners in Advertising (IPA), Advertising refers to "the means of
providing the most persuasive possible selling message to the right prospects at the lowest
possible cost". Kotler and Armstrong (2003), provide an alternative definition: "Advertising is
any paid form of non-personal presentation and promotion of ideas, goods and services through
mass media such as newspapers, magazines, television or radio by an identified sponsor".
According Perkin (2003) “as media-blitzed, ad-cynical, time-poor, channel-flicking audience

living in a fast-paced, attention-challenged world” The fact is that due to fast pace of technology,
and globalization of the world, consumer behavior around the world is changing. Today
customers have more control over what to see, and read and therefore IMC need to tailor the
organization campaign as per the requirements of the market.
IMC tries to maximize the positive message and minimize the negative once and communicate
them using the proper tools. A successful IMC program uses the combination of the right tools,
define their role and coordinate their use. The company should use the contact method that offers
the best way of delivering the message to the target audience. (Duncan, 2002)
IMC supports the AIDA model where in it helps to gain attention of consumers, generate
interest, create desire, and result in purchase action.
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AIDA model developed by Elmo Levis is the set of stair –step stages, describes the stages
through which every potential customer passes till the act of purchase.
This basic model guides the copywriters in writing persuasive copy. AIDA is an acronym of
Attention – grab the attention of target audience and attract them towards ad message. It leads to
generate -
Interest – in the central theme of the ad that presents a forceful selling point, which arouses –
Desire – to give positive response and act in a favourable manner that ultimately leads to –
Action – of purchasing product or making an inquiry for the product.
Tools of IMC
As stated earlier, more and more resources are allocated away from the traditional mass media
advertising and used on other communication tools. This allocation of communication budgets is
deeply connected to the appearance of, and is the major part of IMC. (Holm, 2006)
The classic tools –
It is very seldom that companies use one tool of marketing communication. Companies have
used a mix of tools for a long time but that does not mean that they are practicing IMC. The
difference when using IMC is the strategy behind the use and how the mix is coordinated.
Duccan (2002) lists the different tools or functions as advertising, public relations, sales
promotion, the personal connection (direct response & personal sales) and experimental contacts
(events & sponsorships).
Advertising
Mass media advertising, or the awareness builder, consists of “non-personal, one way, planned
messages paid for by an identified sponsor and disseminated to a broad audience in order to
influence their attitudes and behavior.” (Duncan, 2002, p. 506). Advertising is the most common
of all the IMC tools and this is equal to marketing for many people. It is a very broad tool and
primary objective is to create awareness.
Personal selling
35
Personal selling is defined as “Two way communication in which a seller interprets brand
features in terms of buyer benefits.” (Duncan, 2002, p. 617). Also called the face-to face
function, it involves one-to-one marketing using face to face communication. Before, personal
selling was focused primarily on sales, but now has to focus on salving problems and adding
value.
Public relations
Also called as credibility builder, public relations seek to affect the public opinion as well as
company stakeholder. It can be a concept, a profession, and a management as well as a practice.
Public relation can create a goodwill and a positive understanding between an organization and
its stakeholders. Marketing PR is defines as non-paid media to deliver positive brand information
designed to positively influence costumers & prospects.” (Duncan, 2002, p. 543)
Sales promotion
Sales promotion [SP] and the value added communication, is a communication tool that
encourages people to action by adding value. It is “a short term, added- value offer designed to
encourage and accelerate a response” (Duncan, 2002, p. 569). SP can be coupons, price
reductions, rebates to name a few and is used to persuade the customers to buy or motivate in
other stages of the decision process. Important to know is that it works in the short term.
Events & sponsorship
Event marketing & sponsorship are not the same but they overlap and have many things in
common. They are designed to create involvement and are effective to bond customers to a brand
or company. Event marketing a used to involve, increase awareness, reach audience and gain
publicity. Sponsorships have increased over the year and both differentiate and add value. The
definition is the “the financial support of an organization, person or an activity in exchange of
brand publicity and association.” (Duncan, 2002, p. 640)
Internet (the contemporary tool of marketing)
The advances in technology has led to one of the most dynamic and revolutionary changes in the
history of marketing, the dramatic changes in communication using interactive media such as
36
Internet. Interactive media allows communication on a two way form instead of one way
communication. And a two way communication plays vital role in IMC. (Belch, Belch, 2001)
Mohammed Bin Afif (2012) believes that the power of ideas; integration across all media: The
P's of the marketing mix are argued by some to be the four C's, with communication replacing
promotion. This article champions communication as an effective tool in marketing. Within the
marketing sphere there are many mediums by which advertising messages can be conveyed to
consumers. The marketing manager must utilize all of the mediums in their thinking in order to
determine the right mix of mediums to use and in the right frequency in each to best convey their
message to the selected target market.
This article argues that mediums must work together for a unified message to be conveyed to
consumers with a feedback mechanism in place for consumers and the organization to be
involved in two-way communication. Also stated is the importance of word-of-mouth
communication, which is often overlooked by marketing managers. This ties in closely with
integrated marketing communication as the mediums must come under one umbrella, or message
to be communicated, that covers all the mediums used to ensure a single clear message is
communicated to consumers.
The marketing manager must therefore be creative in their planning to not only differentiate their
marketing from the clutter that exists in the advertising world but also to create the most
effective and cost efficient marketing mix as possible. The brand must engage with the consumer
to facilitate its success and one means of achieving this is to advertise in a setting or context that
the brand can borrow the interest from or that compliments the brand.
Online marketing users in One to one marketing, Fosket, Sally, Direct marketing; Nov
1996, pg no 38
Online services will drive marketing to the opposite end of the spectrum from “mass” marketing
to customized “one-to-one” marketing. Online marketers communicate instantly and directly
with the prospective customers and can provide instant fulfillment as well. Marketers with
carefully designed World Wide Web sites are already interacting computer to computer, with
prospective customers or an individual basis, much as ATM does in very primitive fashion.
37
Online one to one approaches while innovative and still glamorous in their pioneering aspects,
offer significant new challenges. The significant aspect is the access with the customers.
Communication and information technology development has encouraged the emergence of new
communication channels that have increased the options available to organizations for building
relationships with clients
Chapter – 6
RESEARCH METHODOLOGY
DEFINITION OF RESEARCH
Research is defined as human activity based on intellectual application in the

investigation of matter. The primary purpose for applied research is discovering, interpreting,
and the development of methods and systems for the advancement of human knowledge on a
wide variety of scientific matters of our world and the universe. Research can use the scientific
method, but need not do so. Scientific research relies on the application of the scientific method,
38
a harnessing of curiosity. This research provides scientific information and theories for the
explanation of the nature and the properties of the world around us. It makes practical
applications possible. Scientific research is funded by public authorities, by charitable
organisations and by private groups, including many companies. Scientific research can be
subdivided into different classifications according to their academic and application disciplines.
Historical research is embodied in the historical method. The term research is also used to
describe an entire collection of information about a particular subject.
TYPES OF RESEARCH
Qualitative research:- Qualitative research allows you to explore perceptions, attitudes and
motivations and to understand how they are formed. It provides depth of information which can
be used in its own right or to determine what attributes will subsequently be measured in
quantitative studies. Verbatim quotes are used in reports to illustrate points and this brings the
subject to life for the reader. However, it relies heavily on the skills of the moderator, is
inevitably subjective and samples are small. Techniques include group discussions/workshop
sessions, paired interviews, individual in-depth interviews and mystery shopping (where the
researcher plays the role of a potential student, etc in order to replicate the overall experience).
Quantitative research:- Quantitative research is descriptive and provides hard data on the
numbers of people exhibiting certain behaviours, attitudes, etc. It provides information in
breadth and allows you to sample large numbers of the population.
RESEARCH DESIGN
Plan outlining how information is to be gathered for an assessment or evaluation that

includes identifying the data gathering method(s) , the instruments to be used/created, how the
instruments will be administered, and how the information will be organized and analyzed.
DATA COLLECTION
39
Data collection is a term used to describe a process of preparing and collecting data - for
example as part of a process improvement or similar project. A method of data collection in
which the situation of interest is watched and the relevant facts, actions and behaviors are
recorded.
PRIMARY DATA COLLECTION METHODS
In primary data collection, you collect the data yourself using methods such as interviews
and questionnaires. The key point here is that the data you collect is unique to you and your
research and, until you publish, no one else has access to it.
SECONDARY DATA COLLECTION METHODS
All methods of data collection can supply quantitative data (numbers, statistics or
financial) or qualitative data (usually words or text). Quantitative data may often be presented in
tabular or graphical form. Secondary data is data that has already been collected by someone else
for a different purpose to yours.
METHODOLOGY OF THE PROJECT

SAMPLE SIZE : 40
SAMPLING UNIT : Customer of Company.
SAMPLE PROCEDURE : ‘Simple Random Sampling’
DATA SOURCES : Primary & Secondary data.
DATA COLLECTION METHOD : “Survey”
RESEARCH INSTRUMENT : “Questionnaire”
40
Chapter – 7
DATA ANALYSIS AND INTERPRETATIONS
Q.1. How do you know about Today’s Kalam Foundation?
Table No. – 1
S. No. Options Percentage

a. Digital Marketing 50%
b. By Friends 10%
41
c. By Print Media 20%
d. By Other Sources 20%
Graph No. – 1
20%
Digital Marketing
50% By Friends
By Print Media
20% By Other Sources
10%
INTERPRETATION –
As the graph shows that 50% respondents know by digital marketing, 10% respondents
know by friends, 20% respondents know by print media and remaining 20% respondents know
by other sources.
Q.2. If Digital Marketing, by which form do you aware about Today’s Kalam Foundation?
Table No. – 2

a. SMS and MMS 30%
b. Social Media Marketing 60%
c. Display Advertising 5%
d. Search Engine Marketing 5%
42
Graph No. – 2
5%
5%
30%
SMS and MMS

Social Media Marketing
Display Advertising
Search Engine Marketing
60%
INTERPRETATION –
As the graph shows that 30% respondents say SMS and MMS, 60% respondents say
Social Media Marketing, 5% respondents say Display Advertising and remaining 5%
respondents say Search Engine Marketing.
Q.3. What is the main benefit of Digital Marketing over traditional marketing?
Table No. – 3
a. Ability to go viral 45%
b. Two way conversation 30%
c. Wider reach to the customer 15%
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d. Interaction with the audience 10%
Graph No. – 3
10%
15%
Ability to go viral
45% Two way conversation
Wider reach to the
customer
Interaction with the
audience
30%
INTERPRETATION –
As the graph shows that 45% respondents say Ability to go viral, 30% respondents say
Two way conversation, 15% respondents say Wider reach to the customer and remaining 10%
respondents say Interaction with the audience.
Q.4. Do you think that the digital marketing strategies of Today’s Kalam Foundation is
very effective?
Table No. – 4
a. Yes 70%
b. No 20%
c. May be 10%
Graph No. – 4
44
10%
20%
Yes
No
May be
70%
INTERPRETATION –
As the graph shows that 70% respondents think that the digital marketing strategies of
Today’s Kalam Foundation is very effective, 20% respondents don’t think so and remaining 10%
respondents say may be.
Q.5. Do you think that online marketing is reasonable cheap and rapid way to promote the
products or services?
Table No. – 5
a. Yes 70%
b. No 30%
Graph No. – 5
45
30%
Yes
No
70%
INTERPRETATION –
As the graph shows that 70% respondents think that online marketing is reasonable cheap
and rapid way to promote the products or services and remaining 30% respondents don’t think
so.
Q.6. Do you think that Today’s Kalam Foundation should give more emphasis on Digital
Marketing?
Table No. – 6

a. Yes 60%
b. No 30%
c. No Response 10%
Graph No. – 6
46
10%
Yes
30% No
No Response
60%
INTERPRETATION –
As the graph shows that 60% respondents think that Today’s Kalam Foundation should
give more emphasis on Digital Marketing, 30% respondents don’t think and remaining 10%
respondents give no response.
Q.7. Does your purchasing decision influence by the promotional offers displayed in digital
marketing specially Today’s Kalam Foundation?
Table No. – 7
a. Yes 80%
b. No 20%
Graph No. – 7
47
20%
Yes
No
80%
INTERPRETATION –
As the graph shows that 80% respondents say that their purchasing decision influence by
the promotional offers displayed in digital marketing specially Today’s Kalam Foundation and
remaining 20% respondents say no.
Q.8. Do you agree that Digital Marketing extends internet marketing?

Table No. – 8

a. Strongly Agree 45%
b. Agree 20%
c. Neutral 15%
d. Disagree 10%
e. Strongly Disagree 10%
Graph No. – 8
48
10%
10%
Strongly Agree
45% Agree
Neutral
15% Disagree
Strongly Disagree
20%
INTERPRETATION –
As the graph shows that 45% respondents are strongly agree, 20% respondents are agree,
15% respondents are neutral, 10% respondents are disagree and remaining 10% respondents are
strongly disagree.
Q.9. Do you agree that by Digital Marketing, 24/7 year round exposure is possible?
Table No. – 9
a. Strongly Agree 50%
b. Agree 20%
c. Neutral 10%
d. Disagree 10%
e. Strongly Disagree 10%
Graph No. – 9
49
10%
10%
Strongly Agree
Agree
10% 50% Neutral
Disagree
Strongly Disagree
20%
INTERPRETATION –
As the graph shows that 50% respondents are strongly agree, 20% respondents are agree,
10% respondents are neutral, 10% respondents are disagree and remaining 10% respondents are
strongly disagree.
Q.10. Does the digital marketing strategies developed by Today’s Kalam Foundation in
Hyderabad city is very useful for searching useful professional courses?
Table No. – 10
a. Yes 85%
b. No 15%
Graph No. – 10
50
15%
Yes
No
85%
INTERPRETATION –
As the graph shows that 85% respondents say that the digital marketing strategies
developed by Today’s Kalam Foundation in Moradabad city is very useful for searching useful
professional courses and remaining 15% respondents say no.
Chapter – 8
RESULTS & FINDINGS
1. More numbers of respondents (50%) know about Today’s Kalam Foundation by Digital
Marketing.
2. More numbers of respondents (60%) are aware about Today’s Kalam Foundation by
Social Media Marketing.
3. More numbers of respondents (45%) say that the main benefit of Digital Marketing over
traditional marketing is Ability to go viral.
4. Most of the respondents (70%) think that the digital marketing strategy of Today’s
Kalam Foundation is very effective.
5. Most of the respondents (70%) think that online marketing is reasonable cheap and rapid
way to promote the products or services.
51
6. Most of the respondents (60%) think that Today’s Kalam Foundation should give more
emphasis on Digital Marketing.
7. Almost all the surveyed respondents (80%) say that their donation decision influence by
the promotional offers displayed in digital marketing specially Today’s Kalam
Foundation.
8. Most of the respondents (45%) are strongly agree that Digital Marketing extends internet
marketing.
9. More numbers of respondents (50%) are strongly agree that by Digital Marketing, 24/7
year round exposure is possible.
10. Almost all the surveyed respondents say that the digital marketing strategies developed
by Today’s Kalam Foundation in Hyderabad city is very useful for searching useful
professional courses.
Chapter – 9
CONCLUSION
This project report was based on study the impact of digital marketing on customer
behavior and donation behavior by Today’s Kalam Foundation in Hyderabad. The study
concludes that consumers rely upon more than one medium in order to enhance their brand
related knowledge. It means that they use the combination of various sources for making final
purchase decision. Along with the traditional sources, they heavily rely on modern marketing
tool i.e. online advertising. Consumers do require detailed information about the brand so as to
evaluate its strengths & weaknesses; this ample amount of information then saves their time by
allowing them to make the purchase decision quickly. The study also reveals that main reason for
growing importance of online marketing is the increasing literacy about internet among people.
52
They have identified that internet is truly advantageous through which they can serve their
various purposes mainly social networking, online shopping & media sharing (photo, music,
video). This efficacy of internet has intensified their tendency of being online. After analyzing
the collecting data following concluding points have been drawn which are as follows – Mostly
customer are aware all about the Today’s Kalam Foundation and knows about Today’s Kalam
Foundation by Digital Marketing. The customer think that Digital media helps brands reach
consumers to engage with their product or service in a personalized way and have high
frequency of being online. Mostly customer prefer e-Commerce marketing, social media
marketing in digital marketing strategies. Mostly customers are strongly agreed that the
companies should use online activities in their marketing efforts.
Chapter – 10
RECOMMENDATIONS
 Companies should mix & match various mediums to reach their desired target audience. This
will help to spread awareness among them and to influence donation behavior thus
companies must formulate an effective Integrated Marketing Communication plan where
they can combine various tools to grasp maximum prospects.
 Every company big or small should grab this advantage and include online marketing in their
marketing efforts. Online marketing forms can be mainly web marketing, E-commerce,
social media marketing.
53
 Consumers find certain benefits in online marketing over traditional marketing; therefore
companies can spend more on online media rather than the traditional tools.
 Companies should not rely entirely on online marketing; they must make it a part of
Integrated Marketing Communication strategy. As a result of which limitations of online
marketing will be covered as the other mediums will build the required credibility and
positive image about the brand. This credibility will generate trust among consumers towards
the brand.
Chapter – 11
LIMITATIONS OF THE STUDY
1- Limitation of Skill: - There are so many peoples who do not understand the sense of the
questions that is why the inadequate information is observed.
2- Language Problem: - Due to the Questionnaire in English, many peoples do not understand
the English language and the problem arises.
3- The limitation of time: - Nowadays every person is busy, so that they did not spend their
time in providing the information, because the questionnaire was lengthy.
54
4- Unawareness of the policies of the Companies: - Generally peoples do not have the all
information about the policies schemes and service of the companies.
5- Limitation of Human behavior: - Generally people do not express their feelings correctly,
what they think. In such cases their habit practice preference cannot be assessed correct.
BIBLIOGRAPHY
BOOKS
 Dale S. Beach, Personnel – The Management of People at Work, Fourth Edition, Macmillan, 1980.
 Garry Dessler, Personnel Management, Fourth Edition, Practice Hall, 1988.
 Rsndall S. Schuler, et al., Effective Personnel Management, Third Edition, West Publishing, New
York, 1990.
 Thomas H. Stone, Understanding Personnel Management, The Dryden Press, Chicago, 1982.
 Kothari C.R., Research Methodology - Methods and techniques, new age international publishers,
2007, 2nd edition.
MAGAZINES & NEWSPAPER
55
 The Times of India
 Hindustan Times
 Business World
WEBSITES
 www.todayskalam.com
 www.google.com
ANNEXURE
QUESIONNAIRE
Dear Respondents,
I am the student of MIT College of Management conducting a project report on the topic
"Impact of Digital Marketing on Customer Behaviour at Today’s Kalam foundation in
Hyderabad". Kindly spare few minutes to fill up this questionnaire. Any information provided
by you will be used for academic purpose only.
Respondent's profile
Name:
Age:
56
Gender:
Occupation:
Location:
Contact No:
Q.1. How do you know about Today’s Kalam Foundation?

a. Digital Marketing b. By Friends
c. By Print Media d. By Other Sources
Q.2. If Digital Marketing, by which form do you aware about Today’s Kalam Foundation?
a. SMS and MMS b. Social Media Marketing
c. Display Advertising d. Search Engine Marketing
Q.3. What is the main benefit of Digital Marketing over traditional marketing?
a. Ability to go viral b. Two way conversation
c. Wider reach to the customer d. Interaction with the audience
Q.4. Do you think that the digital marketing strategies of Today’s Kalam Foundation is
very effective?
a. Yes b. No c. May be
Q.5. Do you think that online marketing is reasonable cheap and rapid way to promote the
products or services?
a. Yes b. No
Q.6. Do you think that Today’s Kalam Foundation should give more emphasis on Digital
Marketing?
a. Yes b. No c. No Response
Q.7. Does your donation decision influence by the promotional offers displayed in digital
marketing specially Today’s Kalam Foundation?
a. Yes b. No
Q.8. Do you agree that Digital Marketing extends internet marketing?
a. Strongly Agree b. Agree c. Neutral
d. Disagree e. Strongly Disagree
Q.9. Do you agree that by Digital Marketing, 24/7 year round exposure is possible?
a. Strongly Agree b. Agree c. Neutral
57
d. Disagree e. Strongly Disagree
Q.10. Does the digital marketing strategies developed by Today’s Kalam Foundation is
very useful for searching useful professional courses?
a. Yes b. No
58

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SUMMER TRAINING REPORT

Impact of Digital Marketing on Customer Behaviour at Today’s Kalam foundation

Aashish Kumar Singh

Roll No.: - 1808270001

MBA III SEMESTER

Dr. Rahul Singh

(Assistant Professor, MIT)

Dr. A.P.J Abdul Kalam Technical University, Lucknow (U.P)

MIT DEPARTMENT OF MANAGEMENT,

Aashish Kumar Singh

Roll No.: - 1808270001

MBA III Semester

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW (U.P.)

TOWARDS PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF MASTER OF

AT THE MIT COLLEGE OF MANAGEMENT

The author grants to M.I.T. College of Management permission to reproduce and to

Signature of student …………………………………………………………………….

Aashish Kumar Singh

MIT College of Management

Dr. Rahul Singh

Aashish Kumar Singh

I got an opportunity to undergo summer training in the reputed organization

Aashish Kumar Singh

Roll No.: - 1808270001

MBA III SEMESTER

MIT College of Management

Objectives of the study 30

Scope and rationale of the study 31

Data analysis and Interpretation 42

Results & Findings 52

Limitations of the study 55

According to Chaffey (2011), social media marketing involves “encouraging customer

Various elements of digital marketing

(i) Online advertising

(ii) Email Marketing

(iv) Text Messaging

(v) Affiliate Marketing:

Affiliate marketing is a type of performance-based marketing. In this type of marketing, a

(vi) Search Engine Optimization (SEO)

(vii) Pay Per Click (PPC)

Advantages digital marketing brings to customers

(i) Stay updated with products or services

(ii) Greater engagement

(iii) Clear information about the products or services

(iv) Easy comparison with others

(v) 24/7 Shopping

(vi) Share content of the products or services

(vii) Apparent Pricing

(viii) Enables instant purchase

Latest developments and strategies

Ways to further increase the effectiveness of digital

Balancing search and display

Understanding Mobiles: Understanding mobile devices is a significant aspect of digital

Cross-platform measurement: The number of marketing channels continues to expand, as

Digital Marketing Strategy

List of Kalam Centers

 To impart Quality in Education sector

OBJECTIVES OF THE STUDY

SCOPE AND RATIONALE OF THE STUDY

According Perkin (2003) “as media-blitzed, ad-cynical, time-poor, channel-flicking audience