A Project Report on

“Impact of Digital Marketing Strategies onOrganization’s

Performance using SPSS”

Submitted By:

Shreyansh Jindal (2K22/UMBA/65)

Shantunu Sharma (2K22/UMBA/111)

Under the Guidance of

Miss Jasmine Kaur

University School of Management and Entrepreneurship

Delhi Technological University
Vivek Vihar Phase 2, Block E, Delhi-110095

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 DECLARATION

I hereby declare that the Major Research Project Report titled “Impact
of Digital Marketing Strategies on Organization’s Performance”
submitted by me to the University School of Management and
Entrepreneurship (USME), East Delhi Campus, Delhi Technological
University (DTU), Delhi in partial fulfilment of the requirement for the
award of the degree of Master in Business Administration (MBA) is a
record of bonafide project work carried out by me under the guidance
of Asst. Prof. Miss Jasmine Kaur (USME, DTU). The information and data
given in the report is authentic to the best of my knowledge. I have put
in efforts to complete thisproject successfully.

I was in regular contact with my project guide and have discussed the
contents ofProject.

I further declare that the work reported is not being submitted to any
other Universityfor award of any other Degree, Diploma and Fellowship
program.

Signature of the Candidate

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 ACKNOWLEDGEMENT

I would like to express my sincere gratitude and special thanks to

Miss Jasmine Kaur, Assistant Professor, University School of
Management and Entrepreneurship, Delhi Technological
University, who in spite of being so extremely busy with his
responsibilities, took time out to hear, guide and keep me on the
correct path and allow me to carry out my project during my
research pursuit and preparing the report. His dedication, keen
interest and, above all, his overwhelming attitude to help the
students had been mainly accountable for completing my work. I
take this moment to acknowledge his efforts gratefully.

The learning during the project has been immeasurable and

working under him was a great experience. I would also like to
thank all the people who showed their support, through their
constructive criticism or through their feedback. They helped me
complete this project successfully.

My humble acknowledgement also goes to the entire USME, DTU

faculty members and my families for great support and care
throughout the 2 years of MBA course and for motivating me to
be on track.

Sincerely,

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 ABSTRACT
Digital marketing is one of the marketing engagement and product
advertising strategies used by businesses. Digital marketing
contributes to the marketing mix by engaging customers and creating
leads for potential business opportunities. Businesses can connect
with and engage their target consumers in more efficient and
profitable ways with the help of digital marketing.

The goal of this research paper is to find a solution to a problem that

has been posed by a few businesses. To respond to the research
question, "How can businesses adopt proper digital marketing
strategies to boost consistent sales growth?" During this research
paper will be looking at the company's digital marketing strategies,
theoretical content, and knowledge gathered during the research
process. The findings show that digital marketing has a significant
effect on all aspects of a company's success. It has been noted that
digital marketing increased sales, improved market share, and overall
increased profitability significantly. Companies who use digital
marketing outperform their competitors that use traditional
marketing tactics.

The scope of the study is limited to an examination of internal data

collected from the organization. The main research methods chosen
for collecting supporting information are interviews and questionnaires.
Digital marketing is a true marketing engagement strategy. Companies
that invested in Digital Marketing claim to have gotten better results,
more customers, and more revenue. The most popular digital tactics
are e-mail marketing, digital displays, blogs, and online
advertisements.

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CONTENTS
INTRODUCTION

1. Background of the study performed

2. The Purpose and the Research Question

3. Objectives of the study

4. Research Methodology

5. Value of the Study

THEORY

1. What is Digital Marketing

2. Digital Marketing Strategies

3. Evolution and Impact of Digital Marketing

4. Digital Marketing Channels

5. Email Marketing

6. Search Engine Optimization

7. Content Marketing

8. Social Media

LITERATURE REVIEW

1. Introduction

2. Theoretical Perspectives

3. Diffusion of Innovation Theory

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 4. Technology Acceptance Model

5. Unified Theory of Acceptance and Use of Technology Digital

Marketing

6. Motivation to digital marketing

7. Digital Marketing Platforms and Strategies

8. Organizational Performance

9. Digital marketing and organizational performance

METHODOLOGY

1. Introduction

2. Research Design

3. Target Population

4. Sampling

5. Data Collection

6. Data Analysis

CONCLUSION & RECOMMENDATIONS

1. Introduction

2. Summary of Finding

3. Conclusion

4. Limitation of the Study

5. Recommendation

REFERENCES QUESTION
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Introduction
Anything can be achieved with a few quick mouse clicks and Internet
connection. Of course, the Internet is a well-known "substance" that
has become an integral part of everyday life. Many customers do not
have time to think about their purchases or even to go to stores in this
fast-paced atmosphere. That is why online buying has become so
popular. It allows buyers to save time, effort, and suspense by allowing
them to combine shopping with other activities. It can be done from
any place with an internet connection.

The internet and online purchasing, in and of themselves, have opened

up new horizons and disciplines of marketing, as well as evolved tactics
and distinct sorts of it. This is where digital marketing expanded to
include not only television and radio, but also the internet, which is
now brimming with effective and convenient promotional tools.

Since the Internet's inception, not only has time passed, but so have
customers. Under the banner of globalization, their habits, hobbies,
lifestyle, requirements, and wants shifted in different ways. Firms
could not disregard evolving consumer buying behavior while
considering new trends; according to it, Internet usage purposes are
examined and tracked in order to make digital marketing more
efficient and direct.

The internet as a marketing tool has immense promise in linking buyers

and sellers across geographical borders, allowing firms to access
markets and sustain their presence more efficiently. However, in order
to compete, businesses must have a positive online image, because
most potential and target customers are searching, observing and
assessing material available on the company's social media, websites,
blogs, and forums, and comparing it to that of many of the other
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businesses on the Internet. As a result, only proper and important
"instruments" such as digital marketing can be used to generate a
favorable image goal, the digital marketing plans and objective should
be well-thought-out and attentive to consumer and business needs.

Objective of the Study:

Aside from the research's main aim, which was already stated in the
last topic (The Purpose and The Research Question), there are several
other aims and objectives assigned to the most important aspects of
it. The study's four aims and objectives are to guide character, clarify
the work area, and provide a tentative understanding of the potential
outcomes.

1. The first objective of the study is: To describe and analyze existing
digital marketing tools such as social media, search engine
optimization, and others.

2. It is followed by the objective related to the research chapter of

the study: To determine the influence of digital marketing on the
Financial and nonfinancial performance of the company.

Value of the Study:

This study found that digital marketing has a positive impact on a

company's financial and non- financial results. This research will
provide managers with the necessary information and guidance to
make an educated decision on whether or not to implement digital
marketing strategies. The results of this research will aid CEOs and firm
managers in identifying and allocating resources to marketing
channels and initiatives that will have the greatest positive effect on
the organization’s success.

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The research will be a valuable complement to existing expertise and
will serve as a springboard for more research into the relationship
between digital marketing and other business strategies.

The study will advise the government and policymakers on the

importance of overcoming the obstacles and challenges that prevent
digital marketing from being adopted in other industries, as well as its
overall economic contribution.

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THEORY

2.1 Digital Marketing:

The marketing done on the Internet goes under two names: Internet
marketing and Digital marketing, both of which mean the same thing. Digital
marketing benefits users by increasing traffic to marketers' websites through
pay-per-click, banner adverts, pop-ups, customized email lists, and other
marketing strategies.

Every day, a variety of digital marketing tools and applications that are up to
date with the latest strategies reach their target audience. Because some of
them are very applicable and others are more infrequently used, the value
they bring is never the same. Despite ongoing additions to the web marketing
family, some prior tools and approaches endure due to their high effectiveness
and durability remain eminent and demanded nowadays.

The Internet spawned entirely new markets and aided in the creation of new
techniques and means of selling. Everything changed dramatically: customers
gained the power and ability to communicate with businesses at all levels and
contribute to the product, whilst firms with an online presence reached a
whole new level of connection with customers, and customer relationship
building became much easier. Even different business departments, such as
marketing agencies, obtained a plethora of novel marketing techniques that
made them more appealing and prominent.

Because all essential information is collected, recorded, and analyzed now,

vendors have a higher chance of understanding their customers. The essence
product, which is suited for anyone, no longer attracts customers as well as the
correct advertising and tailored features, that are greatly reduced down to the
needs of the individual. Already well-known brands gained additional notoriety
and strength, as well as improved consumer interactions, thanks to Internet
marketing.

In order to influence consumer purchasing behavior, new marketing

techniques and methods were developed. Marketing agents use a wide range
of personal values and feelings to better influence potential clients who have
already seen practically all of today's marketing's miracles. Marketing agents
now have a magic wand of competitive advantage in the shape of new
information on customer perceptions and interests, which allows them to
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develop more relevant and fascinating advertising material.

2.1 Digital Marketing Channels:

Search Engine Optimization (SEO):

Search Engine Optimization is the process of affecting the visibility of a
website or a web page in a search engine's organic (unpaid) search result.
SEO targets different kinds of searches made by the user. It can be website
search, video search, image search, local search. News search, academic
search, etc.

As a digital marketing strategist, SEO is the first stepping stone towards

boosting visibility. SEO considers how search engines work, what people
would like to search and then shows results according to their own
algorithms.

For this instance, firstly, the website needs to be optimized. This includes
formatting of headers, sub-headers and the metadata of the website. These
things are to be designed in such a way where the keywords related to the
company's domain should be used in maximum possible ways. This is
associated with either HTML or JavaScript enabled frameworks.

The keywords put in by the strategist will play a key role while those
keywords will be searched by any user. So, finding the right keywords
assuming the user's need holds the utmost importance. Also the strategist
needs to identify negative keywords which might impact the company's
image if it comes up in wrong search results.

Content Marketing:

It covers all information on company websites, blogs, social media channels, and
chat rooms, whether it's a video, an image, or a description. Content comes in a
variety of shapes and sizes, but it always fills in the gaps and makes sense. In a
perfect world, the Internet equals content.

Because material is ubiquitous, particularly on the Internet, it appeared to

be a potential tool for attracting and interacting with customers, and as a
result, Content marketing was born. Nowadays, Material Marketing is a
method for making money by establishing long-term customer

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It's worth noting that though Content Marketing isn't a direct path to
generating cash or selling a product, it can lead there if done correctly. It acts as
a strong communicator between the company and the customer, constantly
striving to provide more relevant content in order to control client behavior.
Because their attention has already been received, it is easier to impart
information, promote new ideas and perceptions, or simply to inspire once a
communication circle has been established.

Today's content marketing, as well as online and other types of marketing,

places the client at the center. Because of the marketing tools available on
the Internet, content generation does not appear to be an issue or a cost
increase. Content Marketing approaches and tools arise on a daily basis,
allowing organizations to select the best and create essential content quickly
and easily for free.

A well-thought-out content marketing plan may make a significant

difference and provide significant benefits to a firm.

Email Marketing:

Email advertising is a type of outbound promotion that targets customers by

sending them customized and direct messages via email. This is the most
traditional method of internet marketing. This technique of online marketing
communication has a huge advantage in that client relationships can be
controlled and regulated very well, which is why it is utilized in CRM. Email
marketing, on the other hand, is highly direct and can be targeted very
precisely to the desired and targeted customers.

E-mail marketing can be a very exhaustive process if the pattern is not

understood. But, with the help of the right pattern and tool, this can be an
efficient way of lead generation. In general, email marketing is a digital way of
traditional direct mail promotions.

Targeting and constructing an email marketing strategy should be done well in

advance, with attention to tiny details and knowledge of audience preferences.

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Social Media:

People utilize social media platforms to share ideas, information, and

engage with other Internet users. Social media is a type of electronic
communication that individuals use to create online societies and
communities where communication and data exchange are unrestricted.
Businesses should never avoid using social media since it allows them to
access a larger clientele. To be successful, the firm must be able to integrate
social media marketing not only as a means of improving communication and
advertising, but also as an integral part of its overall goals and plans.

Facebook Marketing:

Facebook is one of the most well-known and well-recognized websites on the

internet. It grew astronomically during the course of a little more than ten
years, and by 2014, Facebook had 1.3 billion registered members.

Facebook is the most popular social networking site, serving as the primary
location for friends to communicate and share information online. More than
that, Facebook has evolved into a platform for businesses to sell their products
and services to clients through interaction and self-promotion. As a free
marketing tool for businesses, Facebook is extremely popular. These websites
let businesses to brand themselves not just by displaying their services and
products, but also by sharing photographs, links, comments, and posts on a
customizable page to gain exposure and to give a better look to the business
mission and vision.
Businesses are drawn to Facebook because of the ability to promote and share
various types of content, such as text, links, and photos. It assists businesses in
better integrating themselves into the informational stream and promoting
their products without putting pressure on potential customers. Facebook also
assists businesses in getting started without incurring any costs or requiring
any planning. It guides businesses from the start, starting with category
selection. The following is a list of these categories: Entertainment, Brand or
Product, Cause or Community, Local Business or Place, Artist, Band or Public
Figure, Company, Organization or Institution, Entertainment, Brand or Product,
Cause or Community.
Facebook also offers services geared toward businesses, such as Facebook
Adverts and Adverts Manager. These tools enable businesses to target their
audiences intentionally, rather than mindlessly, by picking targeting groups
based on gender, age, and geographical location, and reaching out to the nine
hundred million daily visitors who could be interested in the advertisement.
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YouTube:

YouTube is a video-streaming website that is well-known all over the world.

YouTube's concept was introduced the same year it was created, and it was
quickly turned into reality.

Given the large number of YouTube subscribers, it would be foolish to

overlook this marketing tool. Companies of all sizes and types can use
YouTube as an efficient internet marketing tool. YouTube has shown to be
an efficient business introduction and product promotion medium in
addition to being a tool for enjoyment and video sharing. It also managed
to become a very popular search engine, attracting over 800 million visitors
monthly, thanks to its dominant position as the most visited web page.

Because mature brands typically have powerful promotional videos and

many companies provide short introductions to their firm in media format,
YouTube may be a highly usefultool. According to a study, ninety-two percent
of corporate clients prefer to watch videos, and forty- three percent of that
group searches for potentially useful products in internet videos.

All aspects of the mechanism must be connected and complement each other
in order for online marketing to be effective in terms of business. It is
impossible to have an effective and powerful Internet marketing plan without
ensuring that each instrument or medium used in the scheme is equally
effective. The business message should be delivered through the appropriate
channels and reinforced by the company's major objectives. As a result, when
the video is posted to the company's YouTube channel, it should also be
shared on the company's other social media channels and on its website. The
name of the video should also make it easier to find. It must include the
company's contact information as well as a keyword-based description.

Twitter:

Twitter is another well-known social media platform that is mainly dependent

on the creation of networks and micro blogging. Twitter gives its users a
variety of options for sending messages. The Tweet can be sent as an SMS
message, made via a desktop client application, or created straight from the
Twitter home page. A Tweet message can be a simple text message, a video, a
link, or a photo that may be seen by anybody and read both by registered and
unregistered Internet users.
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Because Twitter represents a broad Internet society, all of its members are
free to post Tweets and follow other users. There is simply one easy button
that allows you to easily follow anyone's articles. An independent user or a
firm can appear in the following category; however, the subscribed user will
receive changes to the wall in the same way. Because of their permanence, all
publications are in chronological order and can be searched at any time.

Twitter's prominence made it incredibly appealing to businesses looking to

implement a well- thought-out internet marketing strategy. As previously said,
creating and registering a profile on any social networking platform is a
process that requires extra attention and time. The company's Twitter account
cannot be an exception, and it should be set up with the knowledge of its
objective. The company's channel should be aligned with its products and
image in order to convey the right message. As a result, the firm name on
Twitter cannot stray too far from the original. If using the company's name is
not possible, a brand name might be used, or small adjustments can be made.

Instagram Advertising:

Instagram is the ideal social media tool for today's businesses and their target
customers. It takes less time to set up, is more interactive on mobile devices, is
simple to use, and allows users to quickly amass a big number of followers.
Instagram is widely regarded as the image- based counterpart to text-based
platforms like Facebook and Twitter. To provide more information, images can
be accompanied by captions and hashtags. Instagram users can also post 15-
second video clips. Hash tags are important components of the Instagram
algorithm, as they allow users' posts to spread to other users.

Instagram is primarily a mobile platform, although it also facilitates marketing

and general use. There is an editing function that is integrated into the picture
uploading process. The photo can be updated in under a minute and submitted
to the profile, where it will be visible to all of the person's or company's
subscribers. With all of the aforementioned attributes, digital marketing stands
a better chance of reaching its target audience via a free and
well-designed programe like Instagram.

Instagram built marketing options for businesses as its popularity and

commercial demands grew. Other marketing platforms, such as Facebook,
have a lot in common with this feature. In order to maximize the visibility of
content, the target and material can be chosen very carefully. (2016,
Instagram Business) In a nutshell, Instagram marketing is beneficial. The
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company can execute its marketing for free or for a nominal price, but it will
be more effective and take up less time than other social media platforms.

Overall, Instagram is a proven social media platform that assists

businesses to engage existing customers and capture new ones. Some
salient features of Instagram are-

New way of marketing

Mobility factor
Tremendous growth potential
Promote business to a new probable consumer base. Utilize sponsored
posts to bring in more traffic

LinkedIn Marketing:

LinkedIn, the most professional social media platform, is being used by over
450 billion professionals worldwide. 80% of the business's social media lead
generation is done from LinkedIn. Since it is majorly B2B lead generation, it
was an obvious platform for Network Bulls marketing operations. This
platform can build the reputation of your brand by the power of word of
mouth as most of the professionals here are looking for business solutions to
minimize their efforts.

Firstly, knowing the most useful group to serve is the main objective here.
Then after finalizing and forming a community with them or joining an
existing community, comes the real game of content. Here, rich and focus
oriented content can really catapult your brand's awareness or can positively
affect the sales or lead generation.

LinkedIn’s algorithm provides you ample opportunities to place your content

right into the right groove by smartly using relevant Keywords, links to your
company website, engaging posts and regular updates of the happenings.

LinkedIn also has the feature of showing your employee strength in your
company page. So, by virtue of that clients can put more trust on your brand
name.

So, overall LinkedIn provides a complete formal outlook on your marketing

campaigns. Moreover, one can also run paid ads in LinkedIn, which can be
curated according to the demographics or the kind of professionals you

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need to target through your ad campaign. LinkedIn also has certain metrics
to assess your ad performance at any point of your campaign.

LinkedIn enables analytics also to measure the performance of your

company's page. This can help in determining the areas which are
performing well and also the areas where improvement is needed.

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3. LITERATURE REVIEW:
Introduction:
The literature review and related works by other researchers are covered in
this chapter. It covers theoretical insights, digital marketing, platforms and
techniques for digital marketing, encouragement to use digital marketing, and
organizational success.

3.2 Theoretical Perspectives:

To provide a broader understanding of digital marketing and organizational

success, the study is focused on diffusion of innovation theory, technology
acceptance model, and unified theory of acceptance and use of
technology model.

3.2.1 Diffusion of Innovation Theory:

Rodgers' (1983) diffusion of innovation theory outlines how, why, and at what
pace new innovations are adopted. DOI believes that creativity is transmitted
across specific structures and networks (Rodgers, 1995). Members of society
participate in the diffusion process in their own ways, following a shared
course of knowledge, persuasion, decision-making, implementing and
confirming the result of the innovation.

This model demonstrates that technology adoption follows a normal

distribution curve over time. The DOI theory divides the adoption process into
five stages: innovators, early adopters, early majority, late majority, and
laggards, with innovators being the first to adapt and laggards being the last to
adapt. The attitude of the leader toward change, the internal structure of the
organization, and system transparency all affect the adoption process at the
organizational level (Rodgers 1995). At the firm level, technology,
organization, and climate affect the acceptance and introduction of new
innovation (Tornatzky & Fleischer, 1990), which is consistent with DOI, which
stresses both internal and external characteristics of a firm as factors affecting
innovativeness in organizations (Oliveira &Martin, 2011).

3.2.2 Technology Acceptance Model:

The Davis (1989) technology adoption model explains how people agree to and
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use technology. Users will weigh perceived utility and perceived ease of use
when determining how and when to use new technologies, according to the
model. Perceived usefulness is defined as the degree to which a person
believes that using a particular system improves the efficiency and
performance of their work, although perceived ease of use is described as a
person's belief that using a particular system is simple and painless (Davis,
1989). As a result, the theory suggests that consumers will embrace technology
as long as it can effectively and efficiently execute the task at hand. TAM's flaw
is that it ignores the costs, systemic imperatives, and environmental influences
that cause users to implement technology. TAM, according to Park (2009), is a
valuable theoretical model for understanding and explaining behavioral
intentions in technology use.

3.2.3 Unified theory of Acceptance and use of Technology:

According to the Unified Theory of Acceptance and Use of Technology

(Venkatesh, Moris, Davis, & Davis 2003), users are motivated by success and
effort expectations when implementing technology. According to this theory,
four main factors affect innovation adoption: effort expectations, success
expectations, social influence, and promoting conditions. Alawadhi and Morris
(2008) used UTAUT to conduct research and found that success and effort
expectations, as well as peer influence, influence behavioral intentions.
Consumers consider and evaluate a variety of factors when implementing new
technologies, including the costs of adoption and use (Venkatesh et al, 2005).

3.3 Digital Marketing:

Digital marketing can be described as the use of digital internet and

technology to create platforms for marketing and achieving business aims by
meeting and exceeding customers' needs more than competitors. Digital
marketing, e-marketing, and internet marketing are all terms that are
interchangeable. Immediacy, personalization, engagement, and message
relevance are the foundations of digital marketing. (Rowley, 2011).

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3.3.1 Motivation to Digital Marketing:

The emergence of technology and digital media has made it easier to link
businesses to businesses and people to people. For new technology to have an
effect on the intended users, it must be implemented. According to (Hall &
Khan, 2002), adoption is defined as "the decision to use or obtain use of a
concept or an entity," while Rogers (1995) defined adoption as "the best
course of action available." Adoption is thus a conscious decision to use a new
model, object, or information in light of the current situation.

Price, hardware platforms, and functionality all affect technology selection

and adoption. The ease with which a device can be maintained, updated, and
new modules installed are important functionality factors in technology
adoption. Sabuhoru and Wunisch (2003) investigated the use of computers
and the internet in Canadian businesses and discovered that the existence of
the business activities was the major factor influencing computer and internet
use. A research conducted by Smith, Richard, Kemey, and Catherine (2004) in
the Great Plains area of the United States found that computer education
had the greatest impact on company computer and internet use. According
to Hoag, Ascough, and Frasier (1999), firm size and sales output

have a positive impact on firm device and internet use. This research backs
up the findings of (Smith et al, 2004), who found a connection between firm
gross sales and technology adoption.

As a result, businesses are encouraged to use digital marketing because it

lowers their manufacturing costs and increases their profits.

Digital Marketing Platforms and Strategies

A digital platform is a set of components shared by multiple stakeholders and

whose functionality can be extended by third parties. Platforms are the basic
building blocks from which a network of companies can create complementary
product technologies and services (Gawer, 2009). Digital channels, according to
Parker and Alstyne (2011), are described by network effects and include
desktops, PDAs, network switches, multimedia, and mobile devices such as
smartphones and ERP systems to link the demand and supply sides of
businesses. Digital marketing is defined by a variety of strategies that all
operate through the internet. Online advertisement is a big part of digital
marketing, and it's how businesses get their messages out about their goods
and services (Ryan & Jones, 2009).
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In terms of time spent online, social networking sites like Twitter, Linkedin,
Myspace, and Facebook have proven to be influential (Nielsen, 2010).
Facebook is the most popular social networking platform, according to
(Pradiptarini, 2011), followed by Twitter, Linkedin, MySpace, and YouTube.
User-generated communication, such as social media, serves as a common
source of information (Michaelidou, 2011), empowering clients who are more
affected by other clients than by advertisements (Leeflang et al., 2014).

The use of social media in business has changed communication techniques

and tools, emphasizing that customers, not sellers, control information
(Mangold & Faulds, 2009). Client observations, such as how they interact with
one another and the goods and services they consume, have increased
dramatically thanks to social media. The use of social media in business has
altered communication strategies and tools, emphasizing that information is
controlled by consumers, not sellers (Mangold & Faulds, 2009). Social
networking has significantly expanded client insights, such as how they
communicate with one another and the goods and services they consume.

The efficacy of social media marketing is highly dependent on content quality,

participation, and alignment with other media channels (Pradiptarini, 2011),
and there is mixed evidence of a connection between a company's social
media activities and its results. Companies may use social media sites to
advertise activities related to their products and services, run promotions, and
discover new ways to raise brand awareness and exposure, as well as
exchange knowledge with their customers.

The use of portable media as a way of marketing communications is referred

to as mobile application for marketing (Bauer, Barnes, Reichardt & Neumann
2005). Short messaging services, images, videos, and interactive messaging
services, as well as the mobile Internet, are all available via mobile apps, with
short messaging being the most common and highly successful for generating
brand awareness. Mobile apps are used for reminders, notifications, and
confirmations and are designed for fast messaging. The strategic features
of SMS, such as ease of use, low cost, message forwarding capability, and
unobtrusive design, are credited with its remarkable success (Doyle
2011).

Websites allow new forms of communication, collaboration, and content

distribution (Enders, Denker, Hungenberg & Mauch 2008). The majority of
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businesses have websites that outline their primary business operations as well
as the goods and services they provide.
However, due to the large number of websites on the internet, it is difficult to
sell goods on them. As a result, SEO strategies are often used to increase the
exposure of a company's website, as well as the amount and quality of traffic
it receives (Khraim 2015).
Higher-ranking companies' websites appear at the top of the search results
list, and the more often they do, the more likely potential consumers are to
visit them. Picture searches, local searches, video searches, news searches,
and industry-specific vertical searches are all areas where SEO is concentrated.
Increasing links from other websites to the firm's web pages, editing the
content of the website, and restructuring the contents of a company's
website are all examples of SEO strategies. Supplementary practices such as
social network activities, regular website updates, and the development of
secondary websites connected to a primary website increase the effectiveness
of a primary website in attracting visitors. (Khraim 2015).

Organizational Performance:

Lebans and Euske (2006) describe performance as a set of monetary and non-
monetary indicators that indicate the degree to which an organisation's goal
has been met. According to Lebas (1995), performance should be supported
by performance management philosophies that include the validity of cause-
effect relationships among variables.
Performance assessment has been restricted to a financial context, resulting
in limitations such as a focus on the company's internal variables and
delayed access to
performance-related data. Output must be calculated as a multidimensional
topic to resolve these constraints. Improved product quality, increased
manufacturing productivity, and improved responsiveness to client needs are
all ways to improve organizational performance.

Aside from money, there are other factors that influence an organization’s
success. Performance can be summarized as valuable contributions to
achieving a firm's goals in a given time span based on the numerous
literature reviews (Anthony, 1965). An organization’s performance can thus
be measured across several dimensions, including productivity,
effectiveness, profitability, and market share. Using performance metrics,
performance assessment entails identifying, reporting, and communicating
information (Brudan, 2010). Marketing performance management entails
marketing planning, implementation, and evaluation in order to maximize
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marketing results.

Product quality, efficiency aspects, operational costs, firm marketing

prowess, and tax implications are all factors that influence results.

Digital Marketing and Organizational Performance:

A company's marketing mix can be supplemented with digital marketing.

Businesses may communicate with their customers through digital marketing,
which has the potential to increase productivity. Marketers must find new and
creative ways to attract and maintain customers in the face of intensified
competition. Marketers should expect their promotions to add value and assist
them in achieving their goals. Social media has an effect on customer
perception, knowledge acquisition, and purchasing behavior, making it a
useful tool for brand monitoring.

Small and medium businesses benefit from digital marketing because it aligns
their customers and business processes with technology, allowing them to
expand profitably (Nyawira & Karugu, 2015). Digital marketing, according to
Kithinji (2014), allows businesses to reach out to new consumers, improve
brand recognition, and reduce consumer complaints, both of which improve
profitability. Websites are crucial in the implementation of digital marketing,
according to (Mwarania, 2012), which links this to increased market share
and profitability for tour companies.

The use of digital media tools in advertisement, promotion, and responding

to customer requests has resulted in increased sales in various industries.
Digital marketing raises brand and product visibility, resulting in increased
sales networks and market share. Website marketing has been suggested as a
way for insurance companies to gather information on potential customers
who visit their websites (Hossinpour, Hasanzade, & Feizi 2014).

Teleghani, Akhlagh, and Sani (2013) discovered that digital marketing has a
direct impact on business success. The firms boost their financial and non-
financial output by increasing asset turnover, export share, sales and export
growth, and client attraction and retention in export markets. The internet aids
the firms' distributors and agents in improving their marketing efforts and
bridging the information gap between them and their customers about their
goods, promotions, price, and competition.

23
METHODOLOGY:
Introduction:

The research methodology used in the analysis is briefly described in this

chapter. The research architecture, study population, data collection, and data
collection instruments are the key highlights.

Research Design:

Research design is a collection of circumstances for collecting and analysing

data with the aim of combining importance to the research objective in a
more efficient manner. It serves as the foundation for this study, defining the
context in which data was obtained, measured, and analysed.

A semi-structured questionnaire was used to collect quantitative and

qualitative data. This design was appropriate for quick data collection and
cost-effectiveness.

Target Population:

According to Kothari and Garg (2014), the study population is the sum of all
the individuals considered by the researcher.

Employees from various companies served as the research population in this

report. The target companies are from Retail Industry, Training & Education
Industry and Health Industry. The companies from these sectors are targeted
as these industries rank higher than others in generating maximum ROI through
Digital Marketing. These industries have the biggest low- budget profit reaper
of Digital Marketing.

Sampling:

To ensure that all firms from all regions have an equal chance of being chosen,
simple stratified random sampling was used. Considering the distribution of the
entire population, a sample of 30% of the total population was chosen for the
study.

According to Kothari et al. (2014), at least 25% of the target population

is a fair representation of the entire population. The firms are clustered

24
into regions such as Bangalore, Delhi, and Pune etc.

Data Collection:

A semi-structured questionnaire was used to collect primary data from

respondents in orderto capture the variables of inquiry in accordance with the
study objectives. The survey included both nominal and closed-ended
questions, to which respondents responded by filling out a Google form. The
respondents' background details, digital marketing, and success metrics were
all captured in three parts of the questionnaires. General Managers, farm
managers, and marketing managers, as well as workers, who were considered
to be familiar with marketing activities of various companies, were asked to
participate in the report.

Data Analysis:

Data cleaning was performed on the completed questionnaire to ensure

that the information given was accurate and consistent. Financial and
non-financial data were analysed using the Likert scale, linear regression,
and analysis of variance (ANOVA) to distinguish the means in accordance
with the various sections on digital marketing and results. The research
results were presented in the form of statistical measures such as
percentages, frequencies, mode, and mean.

Regression analysis with a t-test was used to determine the relationship

between digital marketing and firm performance levels. Multiple regression
analysis expressed as, Y = B0+ BIX1 +B2X2 + p3X3 +e was suitable for
estimating the relationships between two variables.

25
 DATA ANALYSIS, RESULTS AND DISCUSSION

Introduction:

This chapter summarises the results of the research report, which had the
following goals: To establish the extent to which digital marketing has been
adopted by companies and Determine the influence of digital marketing on
the financial and non-financial performance of firms.
The chapter is divided into four sections: questionnaire distribution and
return rate, reliability, descriptive analysis and hypothesis testing. To
analyse the data, descriptive analysis using frequencies, means,
correlation, linear regression and analysis of variance (ANOVA) were used.

Response Rate:

The study aimed for a sample size of 30 businesses. A total of 26

questionnaires were completed and returned, representing 27% of the
study population and an 86.7 percent response rate. All the responses are
taken from different companies.

The major industries that use Digital marketing comprises Retail industry,
Training and Education industry and Health industry out of which 11% percent
is covered by Retail industry, 9% is covered by Education and Training industry
and left one is occupied by Health industry. So, that's how I have been able to
target 27 percent of my target audience

According to Mugenda and Mugenda (2003), this response is excellent, and

Kothariet al (2014) accepts at least 25% of the target population as a
reasonable representation of the entire population.

5.1.2 Reliability:

The internal accuracy of the data was measured using Cronbach's

alpha. The overall Cronbach's alpha () developed by IBM SPSS 23 was
0.922;

digital marketing strategies had a scale of (0.834), and non-financial success

had a scale of (0.834). (0.911). An alpha (a) greater than 0.7, according to
Cronbach (1951), means that the data is internally consistent.

26
Demographic Characteristics:

The demographic characteristics were analysed using a descriptive method

including frequencies across the four variables; size of the firm, region, years
of firm's existence and number of employees in the firms. The study was
conducted in 5 regions as shown in Table

5.2. About 80% of the responses were received in Delhi, Gurgaon and Noida.
The findings of Table 5.2 indicated that many of the firms are in the range of
16-20 hectares in size.

The results of the findings also indicated that most firms, 73%, have been in
business for more than 10 years. It also emerged that the majority of the
firms (61.5%) have more than 400 employees. Table 5.2 has more
information on demographic analysis of the study of firms.

27
Marketing Strategy:

Analysis of marketing strategy revolved around products, markets, and

marketing strategies. Data was analysed using descriptive statistics involving
frequencies and means and presented in charts and tables.

Products

The results of the table below indicate that most firms produce different
product types. Close to 90% of the firms produce customer oriented services,
followed by 12% of them give financial services while 7.7% of them provide
insurance services. Close to 20% of these firms give other types of products and
services.

Table: Type of products provided by firms

Markets

The research has revealed that half of the firms surveyed commonly sell
their products directly to the customers without involving middlemen, and
19% indicate that they use auctions to sell their products.

Table below indicates that 31% of the firms use both direct sales and
auctions to sell the products.

Table: Methods of selling products:

28
Marketing Strategies

Digital marketing is used by 62% of the firms, 23% use conventional marketing
strategies of exhibitions and trade shows while 15% combine both digital and
conventional methods of marketing. Table below shows that most firms have
adopted digital marketing as a means ofmarketing communication and
product promotion. The overall rate of adoption of digital marketing is at 77%
among the companies.

Table: Marketing Strategies

Digital Marketing Strategies:

The most common digital marketing strategy used by 90% of the firms is e-
mail. The popularity of email marketing is due to its ease of use, customization
and traceability (MacPherson, 2001). Digital displays and websites are used by
65% of the firms. More than 30% of firms confirmed that they use online
marketing, social media and mobile applications. YouTube and Video displays
are the least used form of digital marketing. Social media is not a popular
means of digital communication due to the fact that it requires more
involvement and content quality and integration with other media platforms
(Pradiptarini, 2011).

Table: Digital marketing strategies

29
Of the firms surveyed 23% of the firms indicated that they don’t use digital
marketing. 47% of the firms have been using digital marketing for more than 5
years, and 31 % of the firms have used digital marketing for 5 or less years.

Table: Years with Digital Marketing

Motivation to Digital Strategies

According to 54 percent and 46 percent of respondents, the majority of

businesses are encouraged to use digital marketing because of its quality
and efficacy as a marketing contact and promotional tool. Close to 30% of
the firms adopt digital marketing due to affordable operational costs. The
findings tally with Venkatesh et al (2003), Alawadhi and Morris (2008), who
explained that performance expectancy, efficiency, cost of technology and
social influence are the major motivators to technology adoption. This
concurs with the research findings except on social influence which plays an
insignificant role in influencing digital marketing adoption in the firms.

Table: Motivation to Digital Marketing strategies

30
Length of Service of Respondent and Digital Strategies

Table below shows that there is no meaningful relationship between the

amount of digital initiatives and the length of a company's lifetime, F2, 17-
0.505, p-0.612. Firms that have been in existence for less than 5 years had
slightly less number of digital marketing strategies (M=2.7, SD=1.5)
compared to those that have been in service for more than 10 years (M=3.8,
SD=1.9).

Table: Analysis of variance showing the relationship between Length of Service

and the number of digital strategies

Performance Indicators

Both financial and non-financial indicators have been used to measure

performance. Analysis of non-financial parameters involved increase in market
share, customer acquisition and product demand. The financial indicators
measured were, revenue growth, gross profits, sales revenue, unit price of
product.

Financial Performance Indicators

All financial indicators were summarised as shown. The mean size (Ha) for
firms were found to be large in Noida (M=57) and small in Delhi(M-22).
Similarly, the highest annual unit sales is recorded in Naivasha (M=56,733,333)
while the lowest annual sales units are recorded in Pune (M=20,800,000). The
highest sales Revenue is also recorded by firms in Noida (M=1,310,666,667)
31
and recorded lowest by firms in Delhi (M=443,857,143).
The highest gross profit is recorded by firms in Bangalore(M=752,666,667),
Noida(M=629,550,000) and the lowest gross profit recorded by flower firms in
Delhi (M=267,857,143).

Table: Summary of the mean financial performance indicators

32
Digital Marketing, Conventional Marketing and Financial Performance

The effect of digital marketing and traditional marketing strategies on firm

financial results was investigated using one way analysis of variance. Digital
marketing showed significant average annual sales, sales revenue and gross
profit, p<0.05 as shown in Table 5.11. Digital marketing strategies for instance
registered higher average gross profit (M=576,805,000.00, SD=229,075,162.84)
than conventional marketing strategies at 95% confidence
(M=100,633,333.33, SD=61,914,833.98, F1,24=3.332, p<0.05). More details on
the effect of digital and traditional marketing campaigns on financial results
can be found in Table below.

Table: One-way Analysis of Variance (ANOVA) showing the mean difference

between firms using conventional and digital marketing strategies

Note: Significance at 0.05; N=Sample size; M-Mean; F-Fisher's

test statistic. Source: Research data

33
Descriptive analysis and ANOVA of individual digital marketing strategy
on financial performance of firms

34
 CONCLUSION AND RECOMMENDATION:
This chapter contains a review of the results, as well as conclusions and
recommendations based on the findings. The study's findings and
recommendations were based on addressing the study's goals, which were to
determine the extent of digital marketing adoption and the impact of digital
marketing strategies on company results.

6.2 Summary of Findings:

The key objectives of the study were to establish the extent to which digital
marketing has been adopted and to determine the influence of digital
marketing on the financial and non-financial performance of the Companies.

More than 70% of businesses have implemented digital marketing strategies,

with 62 percent focusing solely on digital marketing and 15% combining both
digital and traditional marketing strategies. Firms who have already
implemented a digital strategy continue to use e-mails, blogs, and digital
displays as their primary digital strategies. When compared to traditional
marketing approaches, digital marketing had a positive effect on both financial
and non- financial success metrics, and dramatically improved firm
performance. No one digital marketing strategy outperformed the others in
terms of financial results. E-mails, websites, and online advertisements, on the
other hand, had a huge effect on non-financial performance.

According to the report, almost half of the companies have been using digital
marketing for more than five years. However, there is no connection between
the duration of a company's life and the number of digital marketing strategies
adopted at 95% confidence.

35
 Conclusion:

The use of technology has a huge impact on business success. Digital

marketing tactics can be used by businesses to stay competitive and retain
their market place. According to the findings, there is a clear connection
between digital marketing and business success. Since technology has
become such an integral part of business, companies can choose digital
marketing strategies that are critical to their objectives and expectations.

Customer dynamics are constantly evolving, so understanding these changes

and developing an effective marketing communication plan will set the
difference between successful and ineffective businesses. As the speed of
change in consumer tastes quickens, businesses will increasingly be forced to
devise new marketing strategies based on the resources and capabilities of
their workforce.

According to the findings, using digital marketing tools to keep clients

engaged helps businesses improve their presence at reduced prices, while
also growing sales, customer base, market share, and income.

Limitation of the Study:

Firms are privately held and their financial statements are not made public.
Information about one's financial situation is often handled with care. This
may have made it difficult to persuade respondents of the value of providing
truthful answers to the questions posed, as shown by firms' unwillingness to
complete the questionnaire. In order to accomplish this, the researcher relied
entirely on information given by respondents, which could not be
independently tested. The triangulation approach was used to assess the
financial performance levels of some of the companies where respondents
were unwilling to report their financial performance in relation to different
financial parameters.

Other factors that may influence the performance of a business organisation

should be researched separately since the scope of this study is limited to
determining the impact of digital marketing and its efficacy on firm
performance. The study's respondents are from businesses, which limits the
findings' applicability to businesses in other industries.

36
 Recommendations:

The study makes recommendations on firm strategy and procedure, as well

as areas for further analysis. The study found that digital marketing helps
businesses perform better. Firms that have not yet implemented digital
marketing should do so to a significant degree in order to remain competitive
and improve organisational efficiency.

Similarly, the study suggests that businesses should focus their efforts on
digital tactics that have the greatest effect on their bottom line. Since no
department of a company is autonomous, all stakeholders must support the
adoption and implementation of digital marketing processes for digital
marketing strategies to be successful.

Further research is needed to determine whether particular companies are

more open to specific digital marketing campaigns and what can be done to
enhance digital strategies at the firm level, according to the report. The report
also recommends that a similar study be conducted in other industries in order
to have a factual position that represents the overall influence of digital
marketing in that industry.

37
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41
 QUESTIONNAIRE
THE INFLUENCE OF DIGITAL MARKETING STRATEGIES ON THE PERFORMANCE OF FIRMS.
Kindly tick the appropriate response.

A. BACKGROUND INFORMATION

1. Position of Respondent(s):....................................................

2. Length of continuous service with the firm? (Tick as appropriate)

a) Less than five years

b) 5-10 years
c) Over 10 years

3. Name of firm ....................................... Size (hectares). ................................... 4. Location of

firm (kindly specify by ticking as appropriate)

a) Noida
b) Delhi
c) Gurgaon
d) Bangalore
e) Pune

5. How long has your firm/ organisation been in the business? (Tick as appropriate)

a) 1-5 years
b) 6-10 years
c) 6-10 years
d) 16-20 years
e) Over 20 years

6. How many employees are there in your firm? Tick as appropriate

a) Less than 200

b) b)200-400
c) 401-600
d) 601-800
e) 801-100
f) f>1000

7. What is your average cost of production? .............................................

42
B. Marketing Strategy

1. Which of the following products is your firm dealing with?

a) Customer- oriented
b) Financial services
c) Insurance services
d) Others (Specify...

2. Which outlets does your firm use to sell products? (Tick as appropriate.)

a) Direct markets b) Auction

5. What methods do you use to market your products? (Mention)

a) ............................................... b) ................................................ c)
.............................................. d) ...............................................

6. Does your firm use digital technologies to market your products? Tick as appropriate.

a) Yes b) No

7. Which of the following digital marketing strategies do you use to prospect for new
customers and create product awareness? Tick as appropriate

a) E-mails
b) Digital displays
c) Short message texts
d) You tube
e) Short video display
f) Social media
g) Online advertising
h) Mobile applications
i) Websites
j) Others (specify)

8. How many years have you been using digital marketing as a strategy (tick as appropriate)

a) 1-5yrTS
b) 6-10yrs
c) 11- 15yrs
d) Over 15yrs

43
9. What motivates you to use the digital marketing strategies mentioned earlier?

a) Cost
b) Efficiency
c) Effectiveness
d) Influence from peers
e) Others (specify).

10. To what extent is your firm using the following digital marketing platforms? Use: 1-Not at
all, 2-Small extent, 3-Moderate extent, 4-Great extent. 5- A very great extent. 6.Not
applicable (tick as appropriate)

a) E-mails
b) Digital displays
c) Short message texts
d) YouTube
e) Short video display
f) Social media
g) Online advertising
h) Mobile applications
i) Websites
j) Others (specify)

C. PERFORMANCE INDICATORS

1. To what extent has digital marketing affected the following performance indicators in your
firm? 1= Not at all. 2= Some extent.3=Moderate extent.4-Great extent. 5= Very great extent
Performance indicator

a) Increased Revenue
b) Increased Market Share
c) More Customer Acquisition
d) Increased Profitability
e) More Sales
f) Higher Demand For Products
g) New Market Acquisition
h) Higher Prices

2. How many new customers do you acquire in a year? (Tick as applies to your firm)

a) 1-5
b) 6-10
c) 11-15
d) Over 15
44
3. By what percentage do your sales Revenue grow every year?
a) 1-10%
b) 11-20%
c) 21-30%
d) Over 30%

4. What's your sales revenue per production unit (ha) per year?..............................

5. On a scale of 1-5 to what extent do you agree with the following statements as concerns
digital marketing? Use 1-Strongly disagree, 2-Disagree, 3-Moderate extent, 4 Agree and 5-
Strongly agree.

a) Faster response to customer inquiries

b) Increased sales revenue
c) Leads to new customer’s acquisition
d) There is increased customers prospecting

6. Overall, how satisfied are you with digital marketing platforms? Tick as appropriate

a) Very satisfied
b) Somewhat satisfied
c) Neither satisfied nor dissatisfied

7. How likely are you to recommend digital marketing to others? (Tick as appropriate)

a) Extremely likely
b) Very likely
c) Not so likely
d) Not at all likely

Conclusion: Thank you for taking your time to respond to this survey

45
46