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
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.