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A detail analysis on the roles of Digital marketing over Conventional marketing

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The key to a great marketing campaign is to find the right balance between traditional and digital marketing. In the current scenario, digital marketing is the yin to traditional marketing’s yang. This report is purely focused on the work experience and whatever I have learned as an Intern at D.M Challenger, A Time Bazaar Pvt Ltd. Company.

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“A detail analysis on the roles of Digital marketing over Conventional marketing” Presented By: Tanushree (MM2022122) Marketing (2020-2022) BIMM- A Mentor: Mayank Mittal (Team Mentor) Prof. Vinayak Bhavasar Dr. Binod Sinha

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2 COMPANY INTRODUCTION Work Until your Idols Become your Rivals! Founder and Director- Lakshit Mittal and Shashi Mittal Registered in- 15 July, 2016 Company Category- Company limited by Shares Company Location- Delhi Industry- Marketing and Advertising Number of Employees- 51-100 Specialties- Web Development, Digital Marketing, Finance and Recruitments Mission- To aspire and to serve in community, personal and social services activities across all over the India.

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3 INDUSTRY BRIEF • India’s second largest in the world by the number of Internet users • Growth in mobile connection by 2.1% in 2020 -2021 • Global digital marketing market was valued at around $290–310 billion in 2019 • Digital ad revenue was down by 19-25% in 2020 due to COVID-19 • Forecasted the industry to grow at a CAGR of 12.8%,from 2021-2026 • Retailers are adopting location-based ad services • Development of high-speed networks led to an uptick demand for mobile advertising • The top e-commerce websites send at least 3 promotional emails a week to its customers.

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4 MARKET BRIEF Digital Marketing- Marketing of products and services using digital technologies like e-mail marketing, social media marketing, content marketing, search marketing etc. Traditional Marketing- Any type of promotion, advertising or campaign that has been in use by companies for years like newspaper, magazines, billboards, referral, radios etc. D.M. Challenger- Search backlinks, keyword analysis, compare backlinks Product- Backlink Checker Tool Clients- Some Client LTD, Durga Yantra (India), Softsecure Infotech Private Limited Competitors- Conklin Media, Markitors, WebFX, Silverback Strategies, MaxAudience Marketing is an Art, and for that reason you need artist that you can rely on. Goal- To help society and businesses by providing feasible and economical services and product that can help businesses to grow.

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ROLE INTHE COMPANY 5  Posting creative content on social media platforms (LinkedIn, Facebook)  Making creatives posters and PPTs  Daily tasks were assigned to us for creating backlinks for the company products  Promoting company products and services on various social media platforms  Handle report generation and work on ideation  Writing blogs or articles on the company portals Digital Marketing Intern

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6 RESEARCH OBJECTIVES • To understand the roles of Digital Marketing over Conventional Marketing from a customer’s point of view • To derive and analyze difference between the traditional marketing and digital marketing. • To study the various factors which influence both the marketing strategies.

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7 RESEARCH HYPOTHESIS Hypothesis 1. H0- There is no significant relationship between the preferences of the people between Traditional marketing and digital marketing. H1- There is a significant relationship between the preferences of the people between Traditional marketing and digital marketing. Hypothesis 2. H0- There is no significant relationship between the factors which influence both the marketing strategies. H1- There is a significant relationship between the factors which influence both the marketing strategies.

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8 RESEARCH METHODOLOGY Research Type- Descriptive Research Sample Size- 100 Respondents Sampling Method- Convenience sampling Data Collection Method- 1. Primary Data: Survey Questionnaire 2. Secondary Data: Social Network Sites, Internet and Other Sources

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9 LITERATURE REVIEW Author name and year Study Findings Mangold & Faulds (2009) The word-of-mouth is linked with creating new members and increasing traffic on the website, pages or online events which in return increases the visibility in terms of marketing communication. Curran et al. (2011) Social media sites such as Facebook are better than other advertising avenues because it stores information on all its users thus ensuring marketing reaches a retailer's specific target market. Zhang et al. (2013) Found that blogs as a tool for digital marketing have successfully created an impact for increasing sales revenue, especially for products where customers can read reviews and write comments about personal experiences. Sanjay Bhayani & Nishant V. Vachhan (2018) Found the differences in consumer opinions by availing distinguished services of traditional as well as internet marketing strategies. Internet is changing ways to reach consumer fast and is a more convenient way than customary means of marketing.

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10 DATA ANALYSIS

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11 DATA ANALYSIS

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12 FINDINGS AND INTERPRETATIONS FINDINGS INTERPRETATIONS • Significant relationship between the preference of Digital Marketing and Conventional Marketing from a consumer’s point of view. • 94% respondents think Digital marketing is best for advertising • 84% respondents prefers buying and selling of the products/services on digital media. • Majority of respondents agree with trustworthiness of digital marketing. • 85% agree that branding ads through digital marketing has more reachability. • Significant relationship between the factors influencing both the markets. Majority of respondents thinks that digital marketing has more eye- catching, influential, diverting and creative content than traditional marketing which attracts more consumers.

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13 LIMITATIONS AND RECOMMENDATION LIMITATIONS RECOMMENDATION • The study consisted of only 100 respondents due to the time constraint. • Limited to the connections only. • Certain people were not interested in participating in the survey. • Language barrier was also major limitations. • Mobile first approach should be considered. • Small business need to be aware about the new market technology. • Reduce the gap in terms of how to effectively use automation on online platforms.

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LEARNINGS 14 • Learned about the shift in communication trends and factors affecting such communications • Understood the dynamics of digital marketing and channels most preferred by the people to promote their products and services. • Learned about the promotion of product and services through SMM, SEO and Content marketing. • Learned to gained traffic and visibility through search engines by creating backlinks for our clients products and services. • Learned and improved my various soft skills and practical knowledge.

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THANK YOU 15

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A detail analysis on the roles of Digital marketing over Conventional marketing

  • 1. “A detail analysis on the roles of Digital marketing over Conventional marketing” Presented By: Tanushree (MM2022122) Marketing (2020-2022) BIMM- A Mentor: Mayank Mittal (Team Mentor) Prof. Vinayak Bhavasar Dr. Binod Sinha
  • 2. 2 COMPANY INTRODUCTION Work Until your Idols Become your Rivals! Founder and Director- Lakshit Mittal and Shashi Mittal Registered in- 15 July, 2016 Company Category- Company limited by Shares Company Location- Delhi Industry- Marketing and Advertising Number of Employees- 51-100 Specialties- Web Development, Digital Marketing, Finance and Recruitments Mission- To aspire and to serve in community, personal and social services activities across all over the India.
  • 3. 3 INDUSTRY BRIEF • India’s second largest in the world by the number of Internet users • Growth in mobile connection by 2.1% in 2020 -2021 • Global digital marketing market was valued at around $290–310 billion in 2019 • Digital ad revenue was down by 19-25% in 2020 due to COVID-19 • Forecasted the industry to grow at a CAGR of 12.8%,from 2021-2026 • Retailers are adopting location-based ad services • Development of high-speed networks led to an uptick demand for mobile advertising • The top e-commerce websites send at least 3 promotional emails a week to its customers.
  • 4. 4 MARKET BRIEF Digital Marketing- Marketing of products and services using digital technologies like e-mail marketing, social media marketing, content marketing, search marketing etc. Traditional Marketing- Any type of promotion, advertising or campaign that has been in use by companies for years like newspaper, magazines, billboards, referral, radios etc. D.M. Challenger- Search backlinks, keyword analysis, compare backlinks Product- Backlink Checker Tool Clients- Some Client LTD, Durga Yantra (India), Softsecure Infotech Private Limited Competitors- Conklin Media, Markitors, WebFX, Silverback Strategies, MaxAudience Marketing is an Art, and for that reason you need artist that you can rely on. Goal- To help society and businesses by providing feasible and economical services and product that can help businesses to grow.
  • 5. ROLE INTHE COMPANY 5  Posting creative content on social media platforms (LinkedIn, Facebook)  Making creatives posters and PPTs  Daily tasks were assigned to us for creating backlinks for the company products  Promoting company products and services on various social media platforms  Handle report generation and work on ideation  Writing blogs or articles on the company portals Digital Marketing Intern
  • 6. 6 RESEARCH OBJECTIVES • To understand the roles of Digital Marketing over Conventional Marketing from a customer’s point of view • To derive and analyze difference between the traditional marketing and digital marketing. • To study the various factors which influence both the marketing strategies.
  • 7. 7 RESEARCH HYPOTHESIS Hypothesis 1. H0- There is no significant relationship between the preferences of the people between Traditional marketing and digital marketing. H1- There is a significant relationship between the preferences of the people between Traditional marketing and digital marketing. Hypothesis 2. H0- There is no significant relationship between the factors which influence both the marketing strategies. H1- There is a significant relationship between the factors which influence both the marketing strategies.
  • 8. 8 RESEARCH METHODOLOGY Research Type- Descriptive Research Sample Size- 100 Respondents Sampling Method- Convenience sampling Data Collection Method- 1. Primary Data: Survey Questionnaire 2. Secondary Data: Social Network Sites, Internet and Other Sources
  • 9. 9 LITERATURE REVIEW Author name and year Study Findings Mangold & Faulds (2009) The word-of-mouth is linked with creating new members and increasing traffic on the website, pages or online events which in return increases the visibility in terms of marketing communication. Curran et al. (2011) Social media sites such as Facebook are better than other advertising avenues because it stores information on all its users thus ensuring marketing reaches a retailer's specific target market. Zhang et al. (2013) Found that blogs as a tool for digital marketing have successfully created an impact for increasing sales revenue, especially for products where customers can read reviews and write comments about personal experiences. Sanjay Bhayani & Nishant V. Vachhan (2018) Found the differences in consumer opinions by availing distinguished services of traditional as well as internet marketing strategies. Internet is changing ways to reach consumer fast and is a more convenient way than customary means of marketing.
  • 12. 12 FINDINGS AND INTERPRETATIONS FINDINGS INTERPRETATIONS • Significant relationship between the preference of Digital Marketing and Conventional Marketing from a consumer’s point of view. • 94% respondents think Digital marketing is best for advertising • 84% respondents prefers buying and selling of the products/services on digital media. • Majority of respondents agree with trustworthiness of digital marketing. • 85% agree that branding ads through digital marketing has more reachability. • Significant relationship between the factors influencing both the markets. Majority of respondents thinks that digital marketing has more eye- catching, influential, diverting and creative content than traditional marketing which attracts more consumers.
  • 13. 13 LIMITATIONS AND RECOMMENDATION LIMITATIONS RECOMMENDATION • The study consisted of only 100 respondents due to the time constraint. • Limited to the connections only. • Certain people were not interested in participating in the survey. • Language barrier was also major limitations. • Mobile first approach should be considered. • Small business need to be aware about the new market technology. • Reduce the gap in terms of how to effectively use automation on online platforms.
  • 14. LEARNINGS 14 • Learned about the shift in communication trends and factors affecting such communications • Understood the dynamics of digital marketing and channels most preferred by the people to promote their products and services. • Learned about the promotion of product and services through SMM, SEO and Content marketing. • Learned to gained traffic and visibility through search engines by creating backlinks for our clients products and services. • Learned and improved my various soft skills and practical knowledge.