1. Project on
Awareness about Digital Marketing In
The Industries
For
Industry Guide Faculty Guide
Ronak Mehta Prof. Anirudhha Tambe
Sales Manager
SMIT Digital Marketing Experts Pvt Ltd.

2. Company Profile:-
 Name:- SMIT Digital Marketing Experts Pvt. Ltd.
 Sector:- Service Industries (I.T)
 Owner:- Amish Shah
 “Sales Marketing and Information Technology ”
 Established:- 29th Aug. 2011

3. Company Profile:-
Services:-
 SEO
 PPC
 Social Media
 Net-Working
 E-mail/E-newsletter
 E-coupon/E-certificate
 Demos

4. Digital Marketing
 Digital Marketing is the practice of promoting
products and services using database-driven online
distribution channels to reach consumers in a
timely, relevant, personal and cost-effective
manner

5. Objective of Study
1) Primary Objectives:
 To identify awareness about digital marketing in the industries.
 To identify opportunities of digital marketing in the industries.
2) Secondary Objectives:
 To study profiles of digital marketing facilities used by industries.
 To study the reasons why industries are not using digital marketing
facilities for their business expansions.
 To study which are the most industries are using digital marketing
facilities like, Pharmaceuticals, Manufacturing, Service, Hotels,
Jewelry shops.
 To studies which facilities are most useful in the industries like,
SEO, PPC, E-mail Marketing, Social Media Marketing and
Forums/Blogs.

6. Research Methodology
 3.1 Research Design
In this study, a descriptive research has been chosen.
 3.2 Sources of data
1) Primary Data
The primary data has been collected with the help of personal
survey by using questionnaire.
2) Secondary Data
The secondary data has been collected through following sources:
 Annual Reports of SMIT Digital Marketing
 Past Survey Data
 Data through Internet source

7. Research Methodology
 3.3 Data Collection Method
 Personal survey has been used to collect the data through structured
questionnaire.
 3.4 Sampling Method
 Convenience sampling method has been used to select the samples.
 3.5 Sample Size
 Sample of 300 respondents has been taken from different areas in
the Ahmedabad City.
 3.6 Sampling frame
 Professional Decision Makers respondents from the Industries

8. Data Analysis and Hypothesis
 Result of how many companies currently spending their budget
for Digital Marketing activities in Ahmedabad.
35.7
64.3
N%
Yes
No

9. Reasons for not undertaking Web Marketing Activities in
Ahmedabad
Reason N% Mean S.D T-Value P-Value
Not an effective tool for sales 22.27 2.61 1.173 30.873 0.00
Budget Constraints 10.36 2.99 1.195 34.769 0.00
Lack of internal resources 12.43 3.38 1.446 32.499 0.00
Looking for good vendor 6.21 3.75 1.178 44.169 0.00
Do not need D.M 48.7 2.27 1.542 20.495 0.00
100
22.27
10.36
12.43
6.21
48.7
N% Not effective tool
Budget
Constraints
Lack of internal
Looking for good
vendor
Do not need D.M

10. Companies using tools for Web Marketing Activities in
Ahmedabad
Services N% Mean S.D T-value P-Value
SEO 59.81 1.79 1.325 13.937 0.00
PPC 3.73 3.67 1.344 28.263 0.00
Social Media Marketing 12.14 3.52 1.501 24.288 0.00
Forums/Blogs 8.41 4.00 1.511 27.384 0.00
Email 12.14 3.09 1.575 20.312 0.00
Not Yet 3.73 4.91 1.285 39.493 0.00
100
0
10
20
30
40
50
60
70
N%
N%

11. How long companies are using Digital Marketing in
Ahmedabad
2.8
15.88
34.57
46.72
N%
Less than 6 months
6-12 months
1-2 Years
Greater than 2
years

12. Result of companies managing Digital Marketing
activity
40.18
44.85
14.95
N%
Internal
External
Both

13. Main objectives behind for using Digital Marketing
activities in Ahmedabad
Main Objectives N% Mean S.D T-Value P-Value
Increase Visibility and Brand
Awareness
33.64 2.73 1.851 15.251 0.00
Customer Engagement 27.1 2.98 1.913 16.120 0.00
Measurable Result 0 4.63 1.508 31.733 0.00
Social/Business Network 1.07 4.62 1.546 30.894 0.00
Higher ROI 11.21 4.90 1.858 27.267 0.00
Drive Sales 18.69 2.92 1.689 17.862 0.00
Competitive Advantage 7.47 5.32 1.805 30.482 0.00
100
33.64
27.1
0
1.07
11.21
18.69
7.47
N% Increase Visibility and Brand
Awreness
Customer Engagement
Mesurable Result
Social/Business Network
Higher ROI
Drive Sales
Competitive Advantage

14. Companies spending their approximate budget for
Digital Marketing activities in Ahmedabad
0
10
20
30
40
50
60
0-5% 5-10% 10-15% 15-25% >25%
N%
N%

15. Major reasons for not doing Digital Marketing
activities in Ahmedabad
Major Reasons N% Mean S.D T-Value P-Value
Budget Constraints 26.94 2.81 1.702 22.928 0.00
Lack of Awareness 41.45 2.47 1.578 21.715 0.00
Complexity in Measuring ROI 3.1 4.00 1.418 39.192 0.00
Performance of External Agency 6.73 3.49 1.370 35.368 0.00
Co-ordination with Agency 14.5 3.40 1.494 31.616 0.00
Not Extremely Necessary 7.25 4.84 1.571 42.788 0.00
100
26.94
41.45
3.1
6.73
14.5
7.25
N% Budget Constraints
Lack of Awareness
Complexity in Measuring
ROI
Performance of External
Agency
Co-ordination with Agency
Not Extremely Necessary

16. Key Factors if companies using Digital Marketing
through External Agencies in Ahmedabad
Key Factors for External
Agencies
N% Mean S.D T-Value P-Value
Cost 27.7 2.43 1.269 33.125 0.00
Service Portfolio 39 2.12 1.166 31.544 0.00
Ref. of Colleagues/Friends 2 4.78 1.090 76.044 0.00
Company's portfolio 25 2.48 1.203 35.653 0.00
pay-per performance 1 4.77 1.434 57.667 0.00
company's market share 5.3 4.39 1.269 59.895 0.00
100
27.7
39
2
25
15.3
N% Cost
Service Porfolio
Ref. of Colleagues/Friends
Compnay's portfolio
pay-per performance
company's market share

17. Digital marketing activities give better ROI compared to any other
Traditional marketing activities in Ahmedabad
32
54.3
13.7
N%
Yes
No
Not Sure

18. Digital Marketing reduces need for other Traditional
Marketing like Print, Radio, TV or Outdoors in
Ahmedabad
.0
5.0
10.0
15.0
20.0
25.0
30.0
N%
N%

19. Findings:-
 64.3% respondents had provided data that they are not
spending budget for digital marketing. It means that
around 2/3 businesses are unaware about this developing
concept of marketing activity.
 22.7% respondents who are not using digital
marketing, they felt that Digital Marketing is not an
effective tool for selling their products and services
especially in manufacturing industries.
 41.45% respondents in the industries who are running
their businesses since last 2 decades did not have
knowledge about Digital Marketing. Even though, they
are still following rigid traditional marketing.

20. Findings:-
 26.94% respondents gave budget constraints is the major reason for
not using Digital Marketing but in real scenario it is very beneficial in
cost comparatively in Traditional Marketing like, Outdoor marketing.
News Papers, T.V ads etc.
 107 out of 300 respondents are using Digital Marketing activity in
which 59.21% are using SEO services and 12.14% are using E-Mail
marketing as a tool of Digital Marketing.
 33.64% respondents had the main objective to increase visibility and
brand awareness. Moreover, 27.1% respondents had the main objective
to increase in customers. Whereas 11.21% respondents had the main
objective to increase in sales.
 One of the important finding from the research was that the companies
which are old and already they have their own brand name in the
market that’s way they do not need digital marketing.

21. Suggestions:-
 Many industries don’t have basic idea about web marketing they
think that company’s web-site is called digital marketing. So to
make aware the people SMIT should start campaign or events about
digital marketing.
 Many industries preferred SEO and E-Mail marketing tools for
digital marketing. According to me SMIT should start spreading
news about others tools like, PPC, Forums/Blogs etc.
 Many manufacturing industries felt that Digital Marketing is too
costly, but in real scenario it is very beneficial. So, SMIT so should
make differentiate cost between traditional marketing and digital
marketing during their seminars.
 SMIT should spread the news about digital marketing how it is an
effective tool for sales.

22. Conclusion:-
 By analyzing the data collected from the survey, it was
observed that most of the companies do not require digital
marketing because of their fix clients.
 SEO is the most preferable tool for Digital Marketing.
 Email and Social media Marketing is second most preferable
Marketing tool in the industry.
 E-mail marketing offering price is very competitive. So most
of the companies price quotation are on the average range and
very similar. The real differentiators are the service offerings
and access to Email address list with demographic details.

23.  BIBLIOGRAPHY
 http://www.mainstreammarketing.ca/traditional-marketing
 http://en.wikipedia.org/wiki/Marketing
 http://www.digital-media-lab.com/research_internet_marketing_objectives.html
 http://www.neolane.com/usa/resources/industry-news/articles/social-marketers-expect-to-
increase-facebook-spend-in-next-12-months
 http://www.neolane.com/usa/resources/industry-news/articles/lead-generation-number-
one-goal-of-b2b-content-marketing
 http://www.technologyreview.com/news/421471/executive-summary-of-our-special-
report-on-digital-marketing
 Fusionswim.com
 http://www.smitdigitalmarketing.com
 REFERENCES
 Book: Kotler Philip, Keller Kevin Lane, Koshy Abraham, Jha Mithileshwar Marketing
Management A south Asian Perspective 13-Edition (Pearson publication)
 Chapter-1 defining marketing for the 21st century (page-6, 24)
 Chapter-19 Managing personal communication (page-520, 529, 530, 535)
 Chapter-21 tapping into global markets (page 594)
 Chapter-22 Managing a holistic marketing organization for the long term (page 630)