I,Zulekha Siddiqui And Shivani Desai did this project on Ivipanan Surat based Digital Marketing Consultancy !

2. IVIPANAN
• The logo of iVIPANAN presents our services. "i" represents
'Internet' or 'Digital' and "VIPANAN" ( नणपिव) means
'Marketing' in Hindi language. Together it suggests 'Digital
Marketing" or "Internet Marketing".
• expertise in Search Engine Optimization (SEO), Search
Engine Marketing (SEM), and Pay per Click (PPC), Social
Media Marketing (SEM), Blogging and Email Marketing.
• iVIPANAN provides one of the best digital marketing
training in Surat for all those professionals and business
ownrs who have interest in internet marketing.
IVIPANAN will help you to build your presence on social
media like Facebook, Twitter, LinkedIn, YouTube, Pinterest
to connect with your customers and build a brand.

3.  Digital Marketing Consultancy
 Branding Solution
 Content Writing
 Web Design
 Online Advertising
 Search Engine Optimization
 Social Media Marketing
 E-mail Marketing
 Web Analytics
 Optimizing The Customer Experience Across Channels
 Harnessing Digital Marketing To Transform Business
Effectiveness
Major offerings

4. SWOT Analysis IVIPANAN
Strength
 Pure digital marketing services which
no other companies are doing in the
market
 Experienced team of digital marketing
 The only company in Surat which
provides thorough training of digital
marketing
Weakness
 Yet to develop a team as company
is new in the market
 Less marketing efforts by company
Opportunity
 huge opportunity as market is wide
open and not many players are there
in the market
 Every single professional,
businessman and college students are
target market for digital marketing
training course
Threat
 As such know any threat from the
market
 Old traditional ad agencies
promoting them as digital agencies
without proper technical knowledge
of digital marketing, but create
threats for us

6. •The Internet is the fastest growing technology in the world
and the advent of Internet marketing offers SMEs a new
opportunities and challenges. An understanding often drivers
that influence the adoption of e-marketing can allow small and
medium firms to create solutions and plans to attract
consumers to their products and services. This study
contributes to our understanding of the reasons behind digital
marketing drivers among SMEs.
Problem
Statement
• To study present status of Digital Marketing as
practiced by SMEs.
• To identify factors that influences Digital Marketing
Adoption by SMEs.
• To compare the perceived and actual, benefits and
barriers of using Digital Marketing.
Research
Objective
• Descriptive Research design
Research
design

7. • Simple random probability sampling.
• Population: SME’s of Surat city
• Sample size : 300 respondents Convenient basis
Sample
design
• Primary data ( Questionnaire)
• Secondary Data: (websites, SMES report ,
Books )
Data
collection
method
• This study is restricted to Surat city only.
Hence the result may not be true for the other
geographical area.
• Sample selected may not represent the whole
population.
Limitation

8. Data Analysis
and
Interpretation

9. Demographic Information
Demographic data Category Frequency
Age 20 to 30 year 99
31 to 40 year 138
41 to 50 year 44
above 51 year 19
Total 300
Gender Male 244
Female 56
Total 300
EDUCATION SSC or Below 25
Graduate 134
HSC 52
Post Graduate 89
Total 300

10. Q.1 Do you use Digital Marketing to
grow your business?
User
79%
Non-user
21%
Use of Digital Marketing

11. Analysis of 62 respondents who are not using the
Digital marketing out of 300 respondents.
Demographic data Category Frequency
Age 20 to 30 year 19
31 to 40 year 20
41 to 50 year 11
above 51 year 12
Total 62
Gender Male 56
Female 12
Total 62
EDUCATION SSC or Below 11
Graduate 30
HSC 5
Post Graduate 16
Total 62

12. Q.2 Why not using Digital Marketing
24%
53%
5%
18%
Why Not using Digital Marketing
If not Aware Lack of knowledge Not Affordable other

13. Q.3 Which other marketing strategy
used for advertise
49%
23%
20%
8%
Which other marketing strategy used d for the advertise
Pamphlet News Paper Hoardings other

14. Q.4 Reasons for adopting Digital
Marketing
Mean Std. Deviation Ranking
Competitive pressure 1.99 .743 3
Compete with large firm 2.16 .853 6
Customer utilize tech 2.08 .688 5
Cost Effective Compare to
traditional
2.04 .677
4
Enhance Company Image 1.82 .719 2
Increase sales 1.72 .724 1

15. Q.5 Frequency of using Digital
Marketing
Less than 6
months
Greter than 1
year
1 to 5 years greter than 5
years
46
77 79
36
When have been using Digital Marketing
When have been using Digital Marketing

16. Q.6 Adoption option of Digital Marketing
Interpretation:155 respondents are using websites for digital marketing, 143 respondents
have adopted social media for digital marketing, 127 respondents are using Email, 77 are
using banner ads, 66 respondents are relies on SEO for digital marketing.51 respondents
using online trade portals for digital marketing, and rest of taking help of Blog, YouTube, E-
catalogues, and article directory for digital marketing.

17. Q.7 Do you Have Separate person/team for
digital marketing
55%
45%
Have Separate person/team for digital marketing
Yes No

18. Q. 8 Descriptive statistics of Benefits of
Digital marketing
Mean Std. Deviation
Ranking
Penetration into new market 2.02 .766 8
Competitive pressure 1.85 .645 5
Improved Customer Services 1.77 .676 1
Reduced cost 1.89 .768 6
Provide Competitive
Advantage 1.93 .812
7
Increased customer
awareness 1.79 .728 3
Ease of Operation 1.84 .735 4
Time Saving 1.78 .755 2

19. Q.9 SMES Perception towards Digital marketing
Mean
Std.
Deviation
Ranking
Digital Marketing is a new
avenue for Promotion Mix
2.35 .718
1
Digital Marketing may
provide content not in line
with believes
2.44 .708
4
Digital Marketing can be
misleading
2.84 .945
8
Digital Marketing Rewrite
Contents for privacy issues
2.61 .828
7
Digital Marketing has low
investment
2.45 .901
5
Digital Marketing provide
Customer's participation
2.38 .879
2
Digital Marketing generate
immediate response from
customer
2.51 .997
6
Digital Marketing attracts
attention very quickly
2.44 .907
4
Digital Marketing Useful for
Word of mouth
2.43 .899
3
Digital Marketing is a new avenue for
Promotion Mix , Digital Marketing
Useful for Word of mouth , Digital
Marketing provide Customer's
participation are strongest perceived
factors of digital marketing among
them.

20. Q.10 SMEs Barriers in adopting digital
marketing
Mean
Std.
Deviation
Ranking
Lack of Awareness of
technology
2.42 .980
4
Low Computer
literacy
2.35 .858
2
lack of qualified staff
for online activity
2.50 .875
7
limited financial
resources
2.45 .944
6
Complexity of usage 2.39 .998 3
High cost for
development of
internet connectivity
2.45 .978
inadequate
communication
infrastructure
2.43 .956
5
Disclosing company
information
2.18 1.094
1
Disclosing company information, Low
Computer literacy, Complexity of
usage , Lack of Awareness of
technology are strongest negative
factors of digital marketing among
them.

21. Q.11Do SMEs want to know more
about Digital Marketing???
Yes
53%
No
47%
To know more about Digital Marketing

22. Objective 2: Factors which influencing
Digital Marketing
From the Descriptive Statistics and factor
analysis -- Increase sales, enhance company
image Competitive pressure , Improved
Customer Services, Time Saving, Increased
customer awareness and Ease of Operation.

23. Objective: 3 Comparison the actual and
perceived barriers of Digital Marketing
Actual Benefits Mean Perceived benefits Mean
Improved Customer
Services
1.77 Digital Marketing is a
new avenue for
Promotion Mix
2.35
Time Saving 1.78 Digital Marketing
attracts attention very
quickly
2.44
Average Mean of
both
3.55/2
1.775 Average Mean of both
4.79/2
2.395
Actual barriers Mean Perceived barriers Mean
Disclosing company
information
2.18 Digital Marketing can
be misleading
2.84
Low Computer
literacy
2.35 Digital Marketing may
provide content not in
line with believes
2.44
Average Mean of both
4.53/2
2.265 Average Mean of both
5.28/2
2.64

24. Findings
 Majority of the respondent’s age between 31 to 40 year, 99 respondents are in young age group of
20 to 30 year, 44 respondents age group is 41 to 50 year, and there only 19 respondents age is
above 51 year. Male Respondents are 81% and the female respondents are 19%
 134 respondents are Graduated, 89 respondents are Post graduated, 52 respondents are HSC
passed, while 25 respondents are SSC passed or below it. 259 respondents are married and rest of
41 are unmarried.
 53 % respondents are not using digital marketing because of lack of knowledge,24% respondents
are not even aware about how to use digital maekring,5 % respondents cannot be afford it while
others 24 % respondents don’t require it because of the nature of their business.
 49 % respondents are using pamphlet as marketing strategy, 23 % respondents are using newspaper
to do marketing,20 % respondents are relies on Hoardings while rest of others are doing word of
mouth to do marketing.

25. Findings
• 79 respondents are using digital marketing since 1 to 5 years, 77 respondents having
greater than 1 years of experience of digital marketing,46 respondents having less than
6 months experience of digital marketing and only 36 respondents using digital
marketing from last five years.
• 155 respondents are using websites for digital marketing, 143 respondents have
adopted social media for digital marketing, 127 respondents are using Email, 77 are
using banner ads, 66 respondents are relies on SEO for digital marketing.51
respondents using online trade portals for digital marketing, and rest of taking help of
Blog, YouTube, E-catalogues, and article directory for digital marketing
• 55 % respondents having separate person for digital marketing while rest of don’t have
separate person for digital marketing.

26. Conclusion
 From this research we concluded that Majority have adopted digital marketing as
they are using websites, social media Email, banner ads, SEO for digital marketing,
online trade portals, Blog, YouTube, E-catalogues, and article directory for digital
marketing
 From first objective we come to know that in today’s digital era, having an online
presence for a business is a critical requirement. If you are not online, you do not
exist. However, a lot of enterprises and business owners today still feel that they do
not need to know about digital marketing.
 Form second objective  Increase sales, enhance company image and Competitive
pressure, Improved Customer Services, Time Saving, Increased customer awareness
, Ease of Operation, Digital Marketing is a new avenue for Promotion Mix, Digital
Marketing Useful for Word of mouth , Disclosing company information, Complexity
of usage , Lack of Awareness of technology are the strongest factors which
influencing digital marketing.

27. • From the third objective we concluded that
digital marketing provides more benefits than
what respondents perceived about digital
marketing.as digital marketing having
strongest benefits it also having strongest
barriers too as actual barriers average mean is
lower of 2.265 than average mean 2.64 of
perceived barriers

28. Recommendation Digital Marketing companies should organize more and more seminar and related
programme to make people understand that how digital marketing can be more cost
effective and can help them to develop the business with more effective and also
Provide Free demo of your digital marketing course to create awareness among them.
 As it is well known that Advertising and word of mouth both are effective but we
suggest that word of mouth because it seen as most effective way to create awareness
about companies who are doing digital marketing, So we suggest that Ivipanan need to
focus more on word of mouth and personal one to one should be visit.
 We suggest following tool to Ivipanan to Explore in order to promote Digital
Programmes to SMEs.
 SEM rush  is a type of SEO tool that tracks keyword rankings within search engines,
providing webmasters information regarding their targeted keywords. The tools
provides webmasters a way to track their targeted keyword rankings on a monthly
basis, in addition to tracking the number of searches performed for said keywords.
 Hot jar -is a powerful marketing tool that has been designed specifically for
webmasters to analyse and study their traffic better. it is a complete website and
mobile analytics tool
 Hash tags Hash tags will help categorize your content
 We expect that above things make it easier them and make it help to grow their
business much better.