A study on digital marketing

1. ProjectReport on
“AStudyonDigital
marketingformsme”
TitlePage
Som-lalit institute ofbusiness management
Submittedby:ShivamSoni
EnrollmentNo.:207780592047

2. 01
Introduction
03
Problem Statement
02
Literature Reviews
04
Methodology
Flowof
presentation
05
Data Analysis
06
Conclusion

3. Introduction

4. Industryoverview
Introduction toMSMe
• The Government of India has introduced MSME in agreement with Micro, Small and Medium Enterprises
Development (MSMED) Act of 2006.
• In India, MSMEs contribute nearly 8% of the country’s GDP, around 45% of the manufacturing output, and
approximately 40% of the country’s exports.
• According to the annual report by the Government (2018-19), there are around 6,08,41,245 MSMEs in India.
• The contribution of MSME sector in India’s Gross Value Added (GVA) and Gross Domestic Product are 31.83 per
cent and 28.90 per cent respectively during 2016-17.
• MSME provides employment to over 1109.89 lakh person in India.
• A proposal was made to redefine MSMEs by the Micro, Small and Medium Enterprises Development (Amendment)
Bill, 2018, to classify them as manufacturing or service-providing enterprises, based on their annual turnover.

5. Industryoverview
MSMe’s redefined
Kind of Enterprise Act of 2006 Bill of 2018
Manufacturing Services All enterprises
Investment
towards plant &
machinery
Investment
towards
equipment
Annual
Turnover
Micro 25 lacs 10 lacs 5 Cr
Small 25 lacs to 5 Cr 10 lacs to 2 Cr 5 Cr to 75 Cr
Medium 5 Cr to 10 Cr 2 Cr to 5 Cr 75 Cr to 250 Cr
(Source: Lendingkart)

6. Industryoverview
WhatisDigitalMarketing?
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers
using the internet and other forms of digital communication.
• It includes various techniques like SEO, SEM, Email marketing, Mobile Marketing, etc.
• In the year 1990, the term Digital Marketing was first ever invented and used.
• Then, in the year 1993, the first clickable web-ad banner went live.. And the day by day evolution takes
places..
• The next big thing being talked about by many marketers is the power of AI in the forms of augmented reality
and voice search systems. These innovations are already on the rise and expected to be even more integrated
into digital marketing.

7. History&EvolutionofDigitalMarketing
1990 1998 2004 2012
1993 1994 2007 2010
2015
2020
Launch of Yahoo!
First e-commerce
transaction, over Netmarket
First clickable
web-ad banner
Gmail launches
Google goes public
Web-streaming service
Hulu founded
iPhone launches
Social Media budgets
up 64%
Google Buzz launches
WhatsApp launches
The rise of predictive analytics,
wearable tech, and Content
Marketing:
Facebook launches 'Instant Articles'
Because of covid OTT
platform uage increased
exponentially.
Term 'Digital
Marketing' first used
Birth of Google
Microsoft launches MSN
Yahoo! launches Yahoo!
web search

8. Someinterestingdigitalmarketingindustry statistics
MarketSize
The global digital marketing market was
valued at around $290–310 billion in 2019.
Socialmediamarketing
There are 3.2 billion social media users
every day. 98% of sales reps are reaching
their quotas through social selling.
SEO
Nearly 93% of all web traffic comes
through search engines.
EmailMarketing
Statista reveals that in 2018 alone, 281 billion emails
were received every day and that this figure may increase
to 347 billion by 2022. This proves that emailing is still
one of the best ways to reach your audience.
ContentMarketing
Content marketing costs 62% less than traditional
marketing and generates about 3 times as many
leads. 72% of marketers worldwide said relevant
content creation was the most effective SEO tactic.
Indian marketsize
The digital advertising industry across India
had a market size of around 199 billion
Indian rupees in the financial year 2020
$290-310
Billion
281
billion 98%
62%
&72% 93%
Inr199
billion

9. Industryoverview
Importance ofdigitalmarketing for MSME’s
MSME sector in India contributes to,
50% of India’s total export,
45% to India’s total industrial development and
95% of all industrial units of the country.
The contribution of Indian MSMEs to economy is 2nd highest after agriculture but MSME owner’s have very tight
budget. So, Digital Marketing can help them
Reason’s why MSME needs Digital Marketing:
• Digital Marketing Is More Cost-Effective as compared to Traditional Marketing
• Digital Marketing helps to generate killer revenues.
• Digital Marketing Delivers better conversion.
• Digital Marketing builds brand reputation.
• Digital Marketing ensures business survival online.
• Digital Marketing Provides better ROI

10. LiteratureReview
Year Title Author/Authors Review
2018 A Critical
Review of Digital
Marketing.
Verma • The results that the consumer are looking and searching more on internet
to find the best deal form the sellers around India as compared to
traditional or conventional methods.
• In this study, they acknowledged that businesses can really benefit from
Digital marketing such as search engine optimization (SEO), search
engine marketing (SEM), content marketing, influencer marketing,
content automation, e-commerce marketing, campaign marketing, and
social media marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, optical disks and games and are
becoming more and more common in our advancing technology.

11. LiteratureReview
Year Title Author/Authors Review
2013 Exploring social
media adoption
in small to
medium-sized
enterprises in
Ireland
Durkin, M.,
McGowan, P.
and McKeown,
N.
• In this study a deep and enduring engagement between the research
team and eight small to medium-sized firms over a period of two years,
from 2009-2011, informed the emergence and development of a
theoretical model.
• In this research, using an action research methodology, the authors
examine the nature and character of the challenges being faced by SME
owner/managers as they consider adopting and utilising social media for
commercial advantage and the evolution of the model through this
engagement.
• Little evidence was found in the cases of such adoption behaviour being
driven by a purposeful or thoughtful agenda through which value could be
added to the customer experience.

12. LiteratureReview
Year Title Author/Authors Review
2014 Exploring the
role of social
media for SMEs:
as a new
marketing
strategy tool for
the firm
performance
perspective
Oztamura and
Karakadilar
• They observed that social-media is not only a communication tool for
amusement, but it is also an important part of marketing strategies in
business life.
• They evaluated some aspects such as the number of likes, the frequency
of update, interaction of engagement, the use of language and
punctuation or spelling mistakes. These were important points because
especially SMEs may sustain their position and create loyal customers
through the effective use of stated factors in social network marketing.
• The study analyzed the Facebook and Twitter accounts of randomly
selected fashion retail chains and healthy bakery retail chains SMEs from
USA and Turkey in order to make a comparison of each two companies
which were performing in the same industry.

13. LiteratureReview
Year Title Author/Authors Review
2015 The usage of
digital marketing
channels in
SMEs
Heini
Maarit Taiminen
and
Heikki Karjaluot
o
• The purpose of this paper is to provide insights into the utilization and
goals of digital marketing, and examines factors that influence the
adoption and use of digital marketing channels in SMEs.
• The data comprises semi-structured theme interviews in SMEs among 16
managers and 421 survey respondents in Central Finland.
• The results of this study reveal that SMEs seem not use the full potential
of the new digital tools, and so are not deriving benefit from the
opportunities they provide.
• Furthermore, the results also raise the question of whether SMEs have
understood the fundamental change in the nature of communication
brought about by digitization.

14. LiteratureReview
Year Title Author/Authors Review
2018 Influence of e-
marketing on the
performance of
small and
medium
enterprises in
kenya
Njau and Karugu • The specific objectives of their study included determining how search
engine marketing, email marketing, blog marketing, and online
advertising, each influence the performance of SMEs in Kenya.
• The study utilized survey research design in collecting data from
respondents and simple random sampling procedure to select the
sample.
• The target population was 500 hundred SMEs in the manufacturing
industry in Kenya.
• The findings showed a significant influence of search engine marketing,
email marketing, blog marketing, and online advertising on business
performance.
• The study also revealed that SMEs in Kenya who are keen on adopting
e-marketing have achieved above average business performance as
compared to their counterparts that failed to adopt the e-marketing
strategy

15. LiteratureReview
Year Title Author/Authors Review
2019 The SMEs’
technology
acceptance of
digital media for
stakeholder
engagement
Camilleri, M.A. • SMEs are increasingly communicating with stakeholders through digital
media. Therefore, the purpose of this paper is to investigate the SME
owner-managers’ attitudes toward the pace of technological innovation,
and it examines their perceived use and ease of digital media for
stakeholder engagement.
• The research methodology integrated measuring items from the
technology acceptance model, the pace of technological innovation and
corporate social responsibility, to better understand the SME owner-
managers’ rationale for using digital media.
• The results also revealed that young owner-managers from large SMEs
were more likely to utilize digital media than their smaller counterparts.

16. ProblemStatement&Study Objective
ProblemStatement
Objectiveof Study
• To study that the Small and Medium business enterprises are shifting to use digital marketing in the small town
or not.
• To understand MSMEs uses which Digital Marketing tools most.
• To find out the benefits of using digital marketing.
• Challenges faced by MSME owners to adopt Digital Marketing
Because of changing scenarios and digitalization, Nowadays people are more likely to connect online than to receive
templates or something. People nowadays spend their most of times online so traditional marketing is not as
effective as it used to be. Moreover, Pandemic has affected a world where in person communication was a regular
part of everyday life. Suddenly and without warning, that all changed. So, It was very tough for small companies
to market their products and services traditionally during covid 19 pandemic.

17. ResearchMethodology
Research Design
DataCollection
Descriptive Research
Primary Data
Secondary Data
DataCollection Method
Survey
DataCollection Instrument
Questionnaire
Sample Size
52
Sample Units
Profession: Must be a MSME Owner

28. 1. There is a lack Marketing Professional or department in MSMEs. Only
37.3% MSME business have the Marketing Department.
2. Social media marketing is the most used Digital Marketing Channel in
MSMEs.
3. Averagely 76% of small businesses that uses digital marketing said
that it is beneficial to our business.
4. More than 80% owner’s voted that Lack of Digital Knowledge pushes
their marketing strategies back.
Findings

29. 1. It is recommend that MSME should focus more on planning right
campaigns of Digital Marketing.
2. MSMEs should develop suitable techniques to get proper benefits.
3. Mostly MSME business owner’s are not aware of the Laws and Policies
on Digital Marketing. They should study all the Laws and Policies
regarding usage of Digital marketing.
Recommendation

30. 1. “If your business is not on the internet, then your business will be out of
business” –Bill Gates
2. From the study we can conclude that the MSMEs which used Digital marketing
got benefits from it. Like, It expands their business reach, it builds companies
brand recognition online and it boosts their sales revenue.
3. Lack of suitable techniques and Lack of time for planning and implementation
are challenges at high extent which is faced by MSMEs.
4. We can say that this is a Digital marketing era for small and big business
enterprises.
Conclusion

31. 1. This survey is submitted by limited people.
2. Survey have responses only from small town (Palanpur, Gujarat). so
results may differ from other metro cities.
3. Time period for study is limited.
Limitationsofthestudy

32. CREDITS: This presentation template was created by
Slidesgo, including icons by Flaticon, and
infographics & images by Freepik and illustrations
by Storyset
THANK
You!