The document discusses digital marketing performance in the IT industry based on a survey of 50 IT companies in Ahmedabad, India. Some key findings include: - Nearly all surveyed companies use digital marketing, with social media and SEO being most common. - Budget is associated with the digital services and tools used, with more budget allocated to SEO and social media. - Companies are generally satisfied with digital marketing but could improve by targeting customers better, increasing awareness, and getting expert help or training. - Factors like budget, services used, tools, satisfaction, and traffic were analyzed to understand digital marketing effectiveness.

2. • Service Sector (Customer Satisfaction is very important)
• We (Jaisaj & Bimal) are from IT background
• Currently working as Business Developers in IT Industry
• IT industry is fastest growing industry and digital marketing is a latest
trend (social media, content marketing, online marketing tools &
services etc)
• Technocrats
• As a marketer, you should know all the aspects of sales and
marketing
• This project will be useful for us in the Future
• Sometimes instead of digital marketer, companies hire SEOs on the
contact basis to reduce the cost
• It will help us to take critical decisions for digital marketing
• It includes how we can generate more profitability for the company
with the effective use of Digital Marketing

3. • Digital Marketing is used in each and every industry to
promote products and services online
• We have selected IT industry because this is our background,
we can easily create interest in this field. Moreover, time
limitation (Complete this project in 3-4 months)
• We have chosen 50 IT companies (from Ahmedabad, for our
convenience) for the Survey – To identify digital marketing
performance and prospects
• We have identified effectiveness of digital marketing services
& tools , improvements in digital marketing and details of
sales and profitability
• Discussion with digital marketing experts to know current
scenario

4. From 4P’s it has been changed to “SAVE”
• Solution, Not Product (Functions & Technicalities)
• Access, Not Place (Easily accessible service)
• Value, Not Price (Value For Money)
• Education, Not Promotions (Information related to
customer’s interest)

5. • Information Technology (IT) industry is one of the fastest
growing industries. The terms Information Technology and IT
are widely used in business and the field of computing
• Over the ensuring decades, many corporations created so-
called IT departments to manage the computer technologies
related to their business

6. • Digital marketing is marketing that makes use of electronic
devices (computers) such as personal computers, smart
phones, cell phones, tablets etc.
• Digital marketing applies technologies or platforms such as
websites, e-mail, apps (classic and mobile) and social
networks
Digital Marketing is the use of
digital channels to promote or
market products and services
to consumers and businesses

7. Web design & development
Graphics Designing
Data Advertising
Pay Per Click (PPC) Social Media Marketing
Web Analytics
Mobile Marketing
Search Engine Optimization

8. Heap Analytics
Lytics.io
Nectar
Infogr.am
Insight Rocket
Beyond Core

9. Research Objective: To identify performance of digital marketing in IT
industry and various prospects of digital marketing. Identify suitable solutions
for digital marketing issues.
Assumptions:
1. Digital marketing techniques are very costly.
2. Privacy of users is major reason in digital marketing.
3. Very few firms are utilising the latest digital marketing tools and
techniques.
4. Awareness is not up to the mark.
Sample Size: 50 IT companies, Ahmedabad
Sampling Method: Convenience Sampling (Non probability based
Sampling Technique)

10. Hypothesis:
H0: There is no association between Budget & Digital
Marketing Services used
H1: There is a significant association between Budget
& Digital Marketing Services

11. Exploratory Research & Descriptive Research:
Exploratory Research: Preliminary Information, Secondary data
Descriptive Research: Survey based structured Questionnaire
Research Instrument: Data Analysis, SPSS (IBM SPSS Statistics,
Version 22)

12. Sample Size: 50 IT Companies (Ahmedabad-based IT
Companies)
Sampling Method: Convenience Sampling (Non-
Probability based Sampling Technique
Mode of Survey: Survey based structured
Questionnaire, Visited IT companies of Ahmedabad and
filled the questionnaire from digital marketing
professionals. For some companies, we have sent link of
survey on their Email Ids

13. Target Audience
Which is the most important factor for your online business?

14. Do you use digital
marketing for your
business?
Do you use digital
marketing for your
business?

15. How much
budget do
you spend for
digital
marketing?
From which
of digital
platform do
you use to
track
customer’s
response and
behaviour?

16. Which digital
marketing
services do
you use for
your
business?
Digital
branding –
rebranding
[How much
satisfied are
you with
digital
marketing
services?]

17. Digital Branding – Rebranding [How much satisfied are you with digital marketing services?]

18. Pay Per Click [How much satisfied are you with digital marketing services?]

19. Social Media Marketing [How much satisfied are you with digital marketing services?]

20. Blog Marketing [How much satisfied are you with digital marketing services?]

21. Other [How much satisfied are you with digital marketing services?]

22. • Budget is a major reason for the effectiveness of the
digital marketing services and tools
• Mostly IT companies target Foreign Customers
• It is very important to target right customers
• Awareness of your services is very important
• Hire digital marketing experts or proper digital marketing
training to the employees
• Suggestions from employees and customers

23. • Almost 98.1% IT companies are using digital marketing as
per our primary research
• More than 90% companies use social media platforms to
promote their products and services
• Around 96.2% of IT companies are using SEO (Search
Engine Optimization) & Social Media Marketing (through
Facebook, LinkedIn etc.) and 84.6% of IT companies are
focusing on PPC (Pay Per Click) advertising (Digital
Marketing Services)
• More than 85% IT companies are focusing on increasing
website traffic

24. • More than 85% IT companies are satisfied with the
digital marketing services
• As per the IT 70%of respondents plan to increase their
search marketing budgets in 2015, while 25% said their
budgets will stay the same and 5% are expecting a
decline
• Companies which are spending more budget on digital
marketing, their profitability has increased
• Facebook and LinkedIn are the most successful digital
marketing platforms (More than 96% IT companies use)
• Google Analytics is the most successful digital marketing
service (More than 82% IT companies use)

25. • Qualitative Research – To identify level of customer
satisfaction and digital marketing effectiveness
• Performance of digital marketing
• Independent Variables:
1. Target Audience (Foreign Customers, Domestic
Customers)
2. Digital Marketing Services
3. Digital Marketing Tools
• Dependent Variables:
1. Budget
2. Satisfaction

26. (1) Chi-Square Test
Interpretation
There exists significant relationship between variables – Budget
and Digital Marketing Services, so the null hypothesis is rejected.
(Value is < 0.05)
(2) CrossTab
Interpretation
As per the findings, it is clear that for SEO (Search Engine
Optimization) companies spend more money (Budget is high for
SEO) and for Social Media Marketing.also high.

27. • Target right customers for your business
• Awareness about your services/products is very
important. Promote your business on digital marketing
platform
• Customer Satisfaction is very important. Provide
excellent quality of service to your customers.
Understand their needs and provide right kind of
solutions at right time.
• Hire digital marketing experts or provide proper training
to the digital marketing executives because those people
can use digital marketing tools and services in an
effective manner
• Regularly analyze your website traffic

28. • Allocate more budget for digital marketing
• Customer retention is necessary to make your company
profitable.
• Use effective digital marketing services like Google
Analytics, SEO, PPC and Social Media Marketing etc.
• Use efficient digital marketing tools like Heap Analytics
and Nectar etc.
• Spend more time on innovation and R&D for the
improvement of digital marketing
• Accept suggestions from customers and employees and
try to improve your digital marketing services.

29. “It takes years to win a customer
And only seconds to lose one”

30. • Digital Marketing is crucial for the profitability and
growth of IT companies
• Digital Marketing is a collaboration of elements that
produce a successful web based advertising strategy or
campaign
• Identifying the services and tools needed and making
the most of them requires an enormous amount of
skill, practise and expert thinking minds
• The work that is put in ultimately determines the level
of success that will be achieved

31. (1) Adequacy of Sample: The numbers of samples in this
study is limited to 50 that too mostly from Ahmedabad
which may not be adequate & appropriate to cover
enough grounds of reliability
(2) Effectiveness of digital marketing is dependent on the
companies
(3) Limitation of Time
(4) We didn’t get responses from some IT companies so
we had to make some changes in our IT companies’ list

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