MBA Report.docx

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CHAPTER 1- INTRODUCTION
1.2 Digital Marketing:
In contrast to conventional marketing strategies like print advertising, in-person events, and
radio and television ads, digital marketing refers to any marketing activities carried out online
(often referred to as web marketing, online marketing, or internet marketing. In contrast to
conventional marketing strategies like print advertising, in-person events, and radio and
television ads, digital marketing refers to any marketing activities carried out online (often
referred to as web marketing, online marketing, or internet marketing). The Internet's
widespread use and the efficiency of digital marketing tools for collecting funds and awareness
are the primary factors behind the sector's rapid growth.. When compared to traditional
advertising methods, digital marketing offers more cheap costs (which is especially important
for start-ups and small and medium-sized businesses), accurate targeting, and reliable
reporting.
The promoting of a service or product across all possible digital phases is known as digital
advertising and marketing. Simply learning about a good or service, promoting it, and selling
it on various digital platforms—most notably the internet—is all that's required. The main focus
of digital marketing is upholding a robust digital lifestyle. From Dominos to Google and
Amazon to Apple, the world's most well-known transnational corporations have one thing in
common: they employ virtual advertising and marketing platforms to compete in dynamic and
modest environments. They have risen to the forefront of digital advertising and marketing in
the battle for market dominance. They provide clients access to related information and, when
the moment is right, they connect with people and participate in brand building.

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Types of Digital Marketing
Both push and pull marketing strategies are used in traditional outbound marketing. Pull and
push types of marketing are both present in digital media. 33 Push digital marketing, such as
online display advertising on news blogs and websites, sends a message to a recipient who isn't
actively looking for it. customised emails and SMS messages, and online feeds are other
instances of push digital marketing that are used when the recipient hasn't looked for the
message. Push marketing gives you the ability to direct your advertising towards the
demographic groups most likely to be interested in what you have to offer.
Because the upfront costs of a push marketing campaign may be expensive, you must be certain
that your advertising will go to the appropriate people at the right time. Push digital marketing
has been shown using behaviour targeting. In addition to SEO, push digital marketing examples
include infographics, social networking, email marketing, blogging, and other visual forms of
communication (SEO). Using public relations or other methods to interact with potential or
existing clients that you want to keep engaged is another pull marketing strategy. Pull
marketing may be less expensive at first, but it will ultimately cost you more. To monitor your

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social media accounts and reply to inquiries and comments, for example, if you're launching a
social media campaign, you'll need to hire someone.. Sales are significantly impacted by
product-related social media discussion. Pull marketing is more time-consuming, but it allows
you more opportunities to entertain and educate your audience. Don't let the terms "push" and
"pull" fool you; there is a difference between them when it comes to email. Push digital
marketing is when a marketer emails a predefined consumer base with customised content or
ads. Pull marketing is the practise of a marketer sending each consumer an email with the exact
same message or commercial.
Digital marketing channels :
1. SEO (Search Engine Optimization):
Search engine optimization is a process for enhancing how a website or web page shows up in
a search engine's "natural" or unpaid ("organic") results (SEO). Image searches, local 34
searches, videos, academic searches, news searches, and vertical search engines that are
focused on a particular industry may all be targeted by SEO. SEO, a type of online marketing,
examines search engines' operations., what people look for, the precise keywords or search
terms used, and which search engines are favoured by the target market. HTML and associated
code may be used to change the text on a webpage, making it more relevant to particular
keywords as well as simpler for search engines to index. Examples of SEO tactics include
promoting a website to improve the quantity of back links, or inbound links, social
bookmarking, and directory submission..
2. SEM (Search Engine Marketing):
SEM (search engine marketing), which increases a website's visibility in search engine results
pages, comprises optimising and publicising the website (SERPs). SEM strategies include pay-
per-click marketing (PPC) and search engine optimization (SEO), which is changing or
rewriting a website's content to raise its placement in search engine results pages.
Website optimization techniques and metrics used in search engine marketing fall into four
categories...

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2.1. Keyword research and analysis ensure that search engines can scan the website, identify
the most relevant and popular keywords for the website and its goods, and then implement
those keywords on the website in a way that attracts visitors and converts it. The impact of
search perception is a result of keyword research and analysis. The impact of search results for
a brand on customer perception, which includes title and Meta tags, site indexing, and keyword
emphasis, is referred to as search perception impact. Online research is commonly done by
prospective customers and consumers, therefore the influence of search perception defines each
person's brand image..
2.2. Website saturation and popularity, The number of pages on a website that are indexed
by search engines (saturation) and the number of backlinks the site has may be used to
determine how much of a presence a website has on search engines (popularity). Pages must
have relevant keywords and rank well enough in search engine results. Most search engines
employ link popularity as one of their ranking components. Link Popularity, Top 10 Google
Analysis, and Market Leap's Link Popularity and Search Engine Saturation are three crucial
tools for evaluating different aspects of saturation and link popularity..
2.3. Back end tools, HTML validators and web analytic tools are two examples of tools that
provide data about a website and its users and allow one to assess a website's success. They
range from simple traffic counters to log file-using programmes and more complex page
tagging systems (putting JavaScript or an image on a page to track actions). These tools are
prepared to provide conversion-related information. The three main technologies EBSCO uses
are Web Trends by NetIQ, a log file analysis tool, WebSideStory's Hitbox, a tag-based analytic
tool, and Tealeaf RealiTea, a transaction-based tool. Website validators look at aspects that are
hidden from the naked eye and point out several usability faults while also making sure that
websites adhere to W3C coding standards. Use a range of HTML validators or spider
simulators since each one evaluates, identifies, and generates reports on somewhat different
elements of your website...
2.4. Whois tools reveal the proprietors of a lot of websites and are helpful in figuring out
copyright and trademark issues.

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3. SMM (Social Media Marketing):
The practise of utilising social media platforms to raise website traffic or attention is known as
social media marketing. The bulk of social media marketing activities try to provide content
that attracts viewers and persuades them to share it on social media. Electronic word of mouth
(eWoM) is the term used to describe any information that people share online about a company,
event, product, service, brand, or other topic (e.g., web sites, social networks, instant messages,
news feeds). This type of marketing generates earned media as opposed to sponsored media
when the underlying message goes from user to user and supposedly resonates because it seems
to come from a trustworthy, third-party source rather than the brand or company itself..
3.1 Engagement
Customers and stakeholders must participate rather than just observe on the social web. Anyone
may express and share an opinion or an idea via social media in the business world at any step
along a company's road to the market. Each contributing consumer joins the marketing team
department as more customers see their reviews and comments. Consequently, the engagement
strategy is crucial for effective social media marketing..
3.2 Facebook Marketing
The most widely used social networking site in the world for both individuals and businesses
is Facebook. Your friends and fans are undoubtedly already using the site, which has more than
one billion subscribers, so you ought to follow suit. In fact, after "liking" a company on
Facebook, customers are 51% more likely to make a 44 buy. Effective Facebook marketing
demands a sharp mind and creative ideas.
Make sure your material is pertinent to your audience and business since it speaks volumes in
Facebook marketing and all other visual/web marketing.
3.3 Twitter marketing (A game of 140 characters)
You can be creative and yet achieve results using Twitter's adaptable, real-time platform. We
can aid in your initiatives to boost sales, establish brand awareness, or launch a new product.
Even if Twitter marketing is less well-known than Facebook marketing, it still has an impact
on the audience.
The steps in twitter marketing is to thoroughly comprehend and learn the twitter terms.

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3.3.1. HASHTAG
A hashtag is any word or phrase that starts with the sign #. The usage of hashtags helps organise
conversations around certain topics. Search results for a hashtag are seen when you click on
it...
3.3.2. MENTION
It's not uncommon to want your whole following to see a Tweet that you wish to share with
someone. Instead of responding, make a mention. If you include their 51 @username, their
mention will appear in the Mentions section of your Tweet (in the Connect tab). Every
reference to @username is clickable and takes you to their profile...
3.3.3. REPLY
You may reply to a Tweet by clicking the reply button. Your response is made public and is
visible on both your personal timeline and the timeline of the person you are responding to.
The reply will appear on the home timelines of those who follow both you and the person to
whom you answered. A person who is not taking part in the conversation must follow both
people who are replying in order to hear both sides of the argument.
3.3.4. RETWEET
You may share a Tweet with others by retweeting it. Simply click the retweet button to send
the original message to all of your followers..
3.3.5. LINKS
You may put any length link into the Tweet box, and Twitter's link shortening technology will
automatically cut it to 19 characters. Long URLs can now fit inside the limited 140 characters
with more ease.
3.3.6. FAVOURITE
You may save the tweet to your favourites for easy access in the future. This is similar to saving
a fact that you think is very interesting..

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3.3.7. DM (direct message)
Any link length can be entered into the Tweet box, and it will be quickly shortened to 19
characters using Twitter's link shortening algorithm. Now it's easier to accommodate long
URLs inside the 140-character restriction..
3.4 Linked In Marketing:
LinkedIn is a name for a professional social networking site. With an emphasis on business
networking, it was founded in December 2002 and had its public debut on May 5, 2003. As of
2006, there were twenty million LinkedIn users. In more than 200 countries and territories as
of June 2013, LinkedIn has more than 259 million acquired users. For networking and meeting
new people, all businesses are allowed to create professional accounts on LinkedIn for
themselves and their company. Members may use widgets to display their extensive social
networking activity on their LinkedIn profile page, such as their Twitter feed or blog articles
from their product sites... LinkedIn users may use the network to find customers and business
partners. "Company Pages," which members may create, are similar to Facebook pages and
help business owners communicate with customers while selling their products and services.
Due to the volume of spam sent to job seekers, renowned organisations prefer to hire staff
through LinkedIn rather than through various job sites. Additionally, companies have said that
they prefer a LinkedIn profile's full content than a shortened email.
3.5 Pinterest:
It is a social network for visual discovery. It provides as a platform for sharing images of
everything, including pets, interior décor, and clothing. You may make your own online
pinboards for any topic and share them with others who share your interests. The foundation
of Pinterest is being creative and visual. About 70% of users are female between the ages of
25 and 44. Therefore, if you want to interact with women, Pinterest is the place to be. Pinterest
has risen to the top of Hitwise's ranking of the top 10 social networking sites...

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3.6 Instagram:
Thanks to the new photo-sharing app Instagram, it's easier than ever to share your best photos
with the rest of the world. Using the social media application, you may upload photos, add
digital filters, and then share them on Instagram and other social networking sites. Instagram
accounts may be linked to email addresses, Facebook, Twitter, and Tumblr accounts.,
Foursquare, Flickr, and other sites. This makes it simple to distribute your photographs on
several websites at once. By providing alluring images in a bright, visual environment,
Instagram hopes to assist businesses and corporations in reaching their target audience.
Instagram is the ideal tool for communicating with both current and potential consumers since
it provides a venue for people and companies to communicate openly and immediately.
3.7 Google +:
Google+ is a writing tool that connects web material to its author/owner in addition to being a
social networking site. It gives many of the company's online resources a "social layer."
Following Facebook, it is the second-most popular social networking platform worldwide. By
establishing social connections using Google+'s improved services, such as Gmail, the +1
button, and YouTube comments, 540 million monthly active people have joined the Identity
service website. Google reported there were 540 million active Google+ members in October
2013, with 300 million of them engaging in "the stream."."
3.8 You tube :
YouTube is a video social networking service as well as the second-most popular online search
engine behind Google. With over 1 billion individuals accessing YouTube each day and over
100 million videos being watched, watching videos online is a common habit. Every person
who watches your video may quickly rate it and share it on social media...
4. ODA (Online Display Ads):
Display advertising is the term for online adverts. It comes in a variety of formats and includes
text, images, flash, audio, and video. The primary goal is to reach the more than 40 million
monthly Internet users with brand messages and generic adverts..
It's crucial to pick the appropriate format since it will allow you to get the most out of the
media. In addition, you may include the following:

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• Expanding Flash files when the user hovers their mouse over them (Expendables)
Advertising overlays can be shown but hidden by selecting the close button. The insertion of a
logo or brand into a website's design is known as sponsorship.
The Interactive Advertising Bureau has produced a Display Standard Ad Unit Portfolio that
the creative may use to better decide the ideal format for the particular sort of advertisement..
5. MMT (Mobile Marketing):
Marketing carried out on or through a mobile device, such as a smartphone, is referred to as
mobile marketing. Consumers may be subjected to a barrage of individualised, time- and
location-sensitive information from mobile marketing campaigns advertising goods, services,
and ideas. Academic Mobile marketing is described as "any marketing action undertaken
through a ubiquitous network to which clients are always linked using a personal mobile
device" in a more speculative definition offered by Andreas Kaplan. In both Europe and Asia,
mobile marketing through SMS has swiftly taken off as a new method of getting in touch with
clients.. SMS was first viewed as a new type of spam in several European nations since some
advertisers purchased lists and sent unwanted information to users' phones. However, with the
implementation of mobile operators' standards, SMS has developed into the most popular
branch of the mobile marketing sector, with more than 100 million promotional SMS being
sent each month.
6. EMT (Email Marketing):
Email marketing is the practise of sending an advertisement to a list of recipients via email.
Any email sent to a consumer, past or present, may be considered email marketing if used
extensively. Sending emails with advertisements, sales pitches, or requests for donations is
often done to enhance consumer loyalty, trust, or brand recognition. Email marketing may be
done using either pre-existing customer databases or lists that have been acquired. Generally
speaking, the term refers to sending emails with the goals of fostering relationships with current
or former customers, encouraging customer loyalty and repeat business, luring in new
customers or persuading current ones to make a quick purchase, and including advertisements
in emails sent to customers by other businesses.

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DIGITAL AGENCIES: TYPES AND SERVICES
The expectations of the advertisers and marketers who employ digital enterprises are just as
diverse as the needs of those who hire them. The agency holding firms, which have hundreds
of full-service digital agencies globally, are at the top of the market for multinational
organisations. Additionally, niche and specialised companies provide digital marketing
services tailored to certain channels, such as social media marketing, mobile messaging apps,
and SEO link-building campaigns. Other companies provide expert services like as branding,
web design, and strategy-focused services. Each sort of agency has its own set of cultural traits,
strengths, and limitations, just like any other organisation. . compared professional services
versus proprietary technology Platforms are another way to distinguish digital agencies. In
order to manage their clients' data and digital campaigns, agencies that place a strong focus on
their professional services skills recommend and make use of third-party technologies, such as
PPC campaign management platforms, SEO tools, and social media management platforms.
These companies see themselves as strategists who can interpret data, deliver useful solutions,
and help customers accomplish their objectives. Vendors and manufacturers of proprietary
tools see their platforms as having a competitive edge over easily accessible third-party
toolkits. Many advertisers are drowned in data since there are so many digital venues. These
businesses claim they are giving their customers vital and unique automated tools for data
collecting, analysis, and optimization by offering technology platforms that are tailored to their
needs.
Advantages of Digital Marketing
Through their budgets, many organisations are spending more money on digital advertising.
Companies of all stripes utilise the media to sell their products and services. Why then do so
many companies utilise it? Simply put, it's because online marketing offers so many
advantages. The phrases that follow talk about these.
 Reach
Targeting a certain user demographic is one of the biggest benefits of digital
advertising. Furthermore, compared to conventional media, online media has a far
wider geographic reach. In addition to being more cost-effective, covering a larger

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region allows for more targeted advertising targeting certain demographics. If a
marketer wants to advertise their products to a certain target, for example, using the
internet is a very practical choice. Thanks to improvements in digital advertising, online
publishers, media businesses, and advertisers are now aware of the best websites and
tactics for a variety of various product and service categories..
 Measurement
Thanks to the wealth of technology at our disposal, marketing campaigns may now be
evaluated for their success. To put it another way, determining Return on Investment is
now becoming simpler and simpler (ROI). A rising number of companies are realising
that they may be able to overcome their worries by doing business online. Additionally,
businesses are urged to continue promoting online when well executed internet
marketing initiatives provide the intended outcomes...
 Interactive and Engagement
The most engaging and participatory form of media is probably the Internet. Because
of the internet's power, interactive marketing has become the standard. One such
advertisement that jumps out is for AXE, where viewers may freely change a woman's
grin within an interactive 77 framework. Customers may access the advertising by just
clicking on it since the younger audience for whom AXE is positioned found it to be
instantly appealing. In other words, internet media provide direct communication
between advertising and customers.
 Time
A marketer may spend much less time using the Internet to quickly reach a certain target
group or demography. If a marketer has to plan any form of ambush marketing, for
instance, the internet may be a great place to start. Even in the absence of additional
factors like frequent marketing efforts, the total time required to carry out an internet
advertising campaign is shorter than that required to carry out a conventional
advertising campaign..

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 Cost
Digital advertising is more costly than traditional advertising. Publications and
advertisers may choose from a wide variety of payment options. Only when people
click on an advertisement do advertisers normally get paid. The various payment
options are covered in greater depth in the next section.

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CHAPTER 2- INDUSTRY AND COMPANY PROFILE
1.2 Industry profile :
The digital marketing sector has essentially reached every corporate sector in India. Some of
the uses of e-marketing include online banking, payment systems, content management, and
shopping and order tracking.
All consumers and businesses on the earth may become potential customers and suppliers
because to the power of digital marketing, which dissolves geographical barriers. It is well
renowned for enabling companies to communicate and conduct transactions at any time and
from any location..
India's digital marketing business is now booming. A career in digital marketing is likely to
flourish quickly in a nation with an economy that is expanding quickly. Marketing and
advertising have been significantly impacted by the advent of digital marketing trends. The
overall picture of the Indian digital marketing industry would be incomplete without a quick
summary of earlier digital marketing data..
India's digital marketing business is at its pinnacle currently, and it's continuously rising. This
expansion is result to a variety of sources. The way people communicate has changed
dramatically in the last year. No one ever imagined that a trustworthy offer could be found in
the internet.
The assumption was that online information is merely virtual information that contains several
lies. Nobody could pay attention to any web advertisement, let alone buy groceries, furniture,
or clothes. The narrative has taken a dramatic turn. Everything can be done online, including
marketing and sales. This is because online communication in India has regained its
confidence. This has aided marketing efforts significantly. The communication industry are
leading the way. Because of the low cost of handsets, India currently has about 600 million
internet users, creating an interesting commercial opportunity to offer to a growing population.
The change from anonymity to identity in marketing is another indication of the development
of digital marketing in India. In comparison to earlier times when identification was kept secret,
internet involvement now appears to be more tactile. Information about marketing is also

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developing in the same way as entertainment. The people of India needs an upbeat mindset at
all times. In the advertising, this grabs their interest.
There are several reasons why digital marketing has become more popular in India. Internet
connectivity was previously only accessible to the wealthy. The middle-class way of life has
drastically changed in recent years. Online advertising is anticipated in India, where the great
majority of individuals now have access to the internet. For both consumers and marketers, the
marketing environment has altered as a result of the Internet and the widespread usage of 3G.
It was discovered that changes in lifestyle and way of living have increased consumption, along
with its frequency and consistency. In the urban parts of India, the use is of very high quality.
Because most people don't have time to go shopping, this is the explanation. In addition to
wanting to make money, people often desire the flexibility to pursue other interests at their own
pace.
In India, the digital marketing business is still in its infancy. While the most successful firms
have already started to recognise the potential of digital marketing, the bulk of organisations
are still debating how to adapt to the medium.
Digital marketing agencies are sprouting up in India's smaller cities. Corporate groups will be
delighted to spread the word about their product to a big audience. This can be accomplished
if the country's literacy education is improved and more people engage in internet advertising
India.

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1.3 Company Profile :
BACKGROUND
Lightning Bug, a performance-based digital marketing business, is gearing up to service clients
in across Udupi and Mangalore. Lightning Bug | Udupi, founded in 2020, is a youthful,
creative, brave, and devoted communication firm that wants you to Always Expect the extra
from them. They have the ability to build the ideal solution for their clients, whether you are a
large corporation or a small business owner.
MISSION:
Our mission is straightforward: to ensure that our brand receives the attention and loyalty it
deserves.
VISION :
By working hard, inventing, and being creative until the desired outcome is achieved, our
mission is to raise the bar for digital marketing and technology throughout the world, in all
sectors..
COMPANY TEAM
The company’s Founder and CEO is Mr. Rohan Aroza and there are 5 employees working on
different areas of digital marketing.
 There is Ivy who looks after the social-media marketing of the company through
Facebook, Instagram, LinkedIn.
 Pragya Sharma is a blogger who writes the blogs for the Ace Interiors &
Architect’s website.
 Ankur Arora is the Search Engine Optimisation expert (the SEO software
developer)
 Yash is the web developer for the website Ace Interiors & Architects.
 And Riya is the digital creator , who creates the digital ads or videos for the
company.

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WHAT THEY DO
The Facebook brand building suite, social media platform connect, social media strategy, SEO,
and Google AdWords PPC are all part of Lightning Bug's offerings. Clients include Ace
Interiors & Architects, Down the Road, zeal, Connecting point, Routes institute, and
freelancing Advocates, with 75% of its clients coming from referrals and web marketing.
You may have a fantastic concept, product, or service, but the true challenge is ensuring that it
reaches the right people at the right time and through the appropriate channels. That is exactly
what Lightning bug are about. We build a powerful buzz around their brand (what they like to
call the "lightning bug hug") across many online and offline platforms so that people are not
only aware of them, but also return to them. They are dependable, results-driven go-to-guys
whether you want to generate leads, publicise your brand, or have any other promotional
demand. Every interaction is carried out with innovation, consistency, and cost-effectiveness.
HOW THEY WORK
There are a lot of agencies out there that promise the moon and stars, but only a handful of
them actually deliver. That's why Lightning Bug strives for the extraordinary while remaining
grounded. They begin by learning about your company's objectives and requirements. They
then create realistic budgets on which to plan and analyse the best course of action for you.
They figure out things like: What is the maximum influence you can have and how can you get
there? What is the most effective route for your sort of business? Who do you need to contact,
and how many do you need to contact? And much more, all while ensuring that they pay
attention to your ideas as well. In short, they work with you every step of the way to help you
take your company to the next level and increase revenue.

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SERVICES THEY OFFER
 Social Media Marketing
Get your brand seen on social media sites like Facebook, Instagram, WhatsApp, Twitter,
YouTube, and others. To drive both leads and purchases, communicate directly with your
audience with activities such as texts, image updates, and other content.
 Digital Advertising
They use a variety of digital platforms to communicate with your target audience, including
email, flyers, mobile apps, websites, paid social ads, affiliate networks, and more.
 Lead Generation & Nurturing
They assist you in generating interest in your product or service from new and existing
customers in order to expand your sales pipeline. They will work with you to choose the best

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method from the many possibilities accessible in this segment in order to boost their customer
traffic.
 Videos
This media is more popular than ever since it concisely captures and conveys the essence of
your message. They provide a variety of treatments, styles, and formats to suit your needs for
a quick and effective solution to improve your brand/business.
 Search Engine Optimization (SEO)
Imagine every search engine as a mound of hay, and discovering your brand could be as
difficult as looking for a needle in a haystack without the correct target keywords. We supply
the keywords and terms that your clients are seeking for so that you can reap the benefits of
higher search rankings and increased traffic, boosting your profitability.

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 Content Marketing
Where you say something is just as important as what you say. You can identify, engage with,
and convert consumers throughout the buying cycle with the use of consistent and
understandable content. To the individuals that matter to you the most, they produce and
disseminate extremely valuable and pertinent information.
Infrastructure and cultural facilities:
Lightning Bug provides following facilities:
 Parking
 Canteen
 Waiting Area
 Computers and accessories
 Air conditioners
 Wi-Fi
 Desks
 Cabinets
Lightning Bug, Digital agency fee structures
Even inside customer accounts, there are several alternative free structures. It's typical for a
client to pay their agency in a variety of ways, depending on the sort of media campaign. A
percentage of the budget is a typical price structure used by agencies for paid media work. For
sponsored search or display advertising campaigns, an agency is usually compensated 10–20
percent of a client's digital media spendCorporate customers could contribute less since the

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value of their accounts has increased, whilst smaller customers might contribute more. Internet
companies like Identical Design Group typically charge their customers for the maintenance of
their online presence; this is how they generate money. Given that businesses must have a
digital presence, digital agencies could produce income. Models used by different types of
advertising firms vary.
Methods of Charging Clients
1. Project based clients:
usually used to describe smaller companies, agencies, and agencies that concentrate on
a specific element of the mix, such a digital agency. Even a major agency, however,
would have some customers that worked in this manner with them. In a typical
situation, a scope of work and a projected completion date would be provided. This
estimate often considers the individuals concerned, the number of hours they worked,
and their hourly wage. But some pass-through fees for genuine products, services from
other companies, and so on would be ideal. The agency's revenue is entirely based on
the differential between the hourly wages it pays its workers..
2. Retained agencies:
The frequency of fees based on a proportion of media expenditures has decreased over
time. In certain cases, you may purchase a project team by paying for a set number of
employees for a predetermined amount of time, such as a quarter or a whole year. The
way that these hourly rates work is the same as how the team rates in the SOW work.
When funds are allotted for them, the Agency controls time and expenditures to meet
the client's demands. It has pay-as-you-go characteristics. Pay for performance is
gaining traction as a result of all the factors outlined above. As a consequence, it is
likely that any of the agreement types in a maintained framework will bring about a
benefit.
This might be based on sales outcomes, brand value, customer satisfaction levels, or
other factors, or a combination of them.

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 Major companies are swiftly moving toward fee-based or retainer-based business
models, often at the cost of commission-based compensation. Fee-based agreements
now account for 81 percent of all pay agreements, while commission-based
compensation has decreased to only 5 percent of all pay agreements, according to the
Association of National Advertisers' 2013 Trends in Agency 83 Compensation Survey.
According to ANA research, since 1994, when fee-based models made up 35% of
agency pay agreements and commission-based models made up 61% of all agreements,
the two compensation models have been moving in opposition to one another...
 Fee-based business models are gaining popularity because they provide marketers and
advertisers with predictable costs, particularly for long-term contracts requiring
ongoing upkeep like tracking SEO rankings or social media content. Because they will
be paid regardless of the results, retainers may encourage agencies to try out novel
advertising strategies..
Budgets for digital marketing will represent 2.5 percent of sales this year, an increase of 9
percent. To define markets and draw in, acquire, and retain consumers, marketing professionals
have been able to negotiate higher expenditures. However, increased financing has two
disadvantages. Although technology creates new opportunities, it also puts more pressure on
marketers to deliver and justify a return on their efforts..

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SWOT analysis:
Throughout my internship at Lightning Bug, I was able to comprehend the organization's
known Strengths, Weaknesses, Opportunities, and Threats in order to overcome them. As a
result, the SWOT analysis will be discussed further down.
Strength:
 Brand Name: Lightning Bug has a strong brand name in the market thanks to its well-
known services and large client base.
 Competent Personnel: Lightning Bug is fortunate to have some of the greatest personnel
in the industry; each employee brings years of expertise and the skill required to
complete the assignment.
 Expertise: Lightning Bug has two years of expertise and is considered as one of the top
solution suppliers to its clientele.
 One stop shop: A corporation that provides an umbrella of facilities and services to its
consumers, allowing them to obtain everything they need in one place.
 Positive cash flow: Lightning Bug has had positive cash flow for the previous two years,
as well as a robust balance sheet and a positive reputation.
Weakness:
 Employee turnover is a problem.
 Staff depart at a steady pace, thus management is continually faced with the challenge
of recruiting new employees as well as the ongoing costs of training and development.
 Due to a shortage of investment below the industry average, the Department of
Research and Development must focus on greater innovation and research.
Opportunity:
 Dissatisfied rivals' consumers. Market growth for the organization's primary products
and services. Changing priorities and consumer habits.
 Successful, ever-changing challenges and loyal customers keep the company on its toes.
 Companies' mindsets are shifting from conventional to internet marketing platforms.
 An additional benefit is the ability to advertise in a unique way.

23
Threats:
 Global innovation advancements may result in a shortage of capabilities to
accommodate our potential.
 Entrants into the sector who are new or inventive.
 The company's productivity would suffer as a result of the government's inconsistent
policies. Global economic contraction.
 Increasing fees or decreasing credit lines.
 Several digital companies are expanding their distribution channels and customer base.

24
CHAPTER 3- THEORETICAL BACKGROUND OF THE STUDY
Digital marketing has indeed been viewed as a replacement for traditional marketing and has
opened up new commercial opportunities for companies. Promoting products and services
using digital media allows businesses to engage directly with potential customers at a rapid
pace and regardless of their location.
The term "advanced advancement" has recently been applied to the simplest methods for
removing the debris and moving straight with the customer. As a result of the shift toward
direct marketing, greater consideration is being given to the use of computerised channels as
an appealing advertising approach for buyers.
The Indian computerised industry is one of the most fascinating developing markets, owing to
the growing number of middle-income consumers, and is expected to grow significantly over
the next ten years. As a result, the research of marketing and advertising within the
computerised channel would have a significant influence on the business strategy. The
occurrence and widespread application of online technology have altered the way society
communicates with one another in their daily and professional lives. The emergence of ultra-
modern specialised equipment is one of the most severe key indicators of this transformation.
"Computerized promoting" refers to the new specialised tools that emerge as a result of
advances. When we think of computerised channels, we think of Facebook, Twitter, Instagram,
and other social media platforms that may be utilised on the internet and in virtual structures
such as websites, tiny blogs, and search engines. Communication tools are already attractive to
be labelled "traditional communication tool" with the introduction of the newest
communication to clients via digital channels. Written communication (21 magazines,
newspapers, etc.), visual communication (TV, movie, and many others), and aural
communication tool (radio).
Companies may keep existing customers secure and gain new ones by enabling customers to
offer product information. Companies that wish to meet the demands and expectations of their
customers prefer digital marketing as a service. While digital marketing has been around since
the 1890s, it was only in the early 1990s that firms started using it.
Consumers examine the essential components of innovation, variety, and design as their
knowledge and expectations grow. Companies can use a simple marketing plan for digital

25
marketing to supply customers with enough information about new items. Customers that have
faith in the product's content will transfer the information received from the suggested content
into loyalty.
Because of its importance as a crucial part of commercial strategy and the goal for all
commercial actions, especially in today's competitive marketplaces, the word "customer
satisfaction" has gotten a lot of attention. As a result, it is critical to comprehend how it is
conceived in this study.
To enhance customer satisfaction by measuring the amount of enjoyment or irritation that any
individual feels when a product meets their expectations. As a result, performance that falls
short of expectations might result in dissatisfied customers, whereas performance that meets
expectations results in delighted customers. "A highly good or pleasant surprise for the client"
was not enough.
A judgement that a feature of a product or service, or a product of a service, gives a satisfactory
level of implementation related to consumption is known as consumer satisfaction.
Literature review :
Paper (1), Trends in online Advertising, a research by Neelika Arora, 32, was published in the
December 2013 issue of advertising Express. Revenues from web advertising are expected to
exceed $10 billion globally by 2015. The present estimate of Indian revenues is Rs. 80 crore,
with a six-fold rise anticipated over the following five years..
The automotive, telecom, education, banking, insurance, credit cards, FMCG (Fast Moving
Consumer Goods), apparel/clothing, durables, media, business services, and tourism sectors
are just a few businesses in India that utilise the Internet as a medium.
The banking, fast-moving consumer goods, and insurance industries are anticipated to combine
to contribute for 45% of all advertising expenditures. Comparatively, financial services
companies only provide 12 percent of the overall ad income, while the automobile, travel, and
retail industries spend 37% of the total. In India, Some of the most expensive products are
Pepsodent, Kellogg's, Cadbury, HDFC (Housing Development Finance Corporation Ltd.)
loans, Sunsilk, and vehicles. Early adopters are also spending more money in the financial and
information technology industries. Globally, Google, Yahoo, Microsoft, AOL (America Online

26
Launchers), and Overture contribute more than 60% of the income. Google derives almost 90%
of its income from advertising. Portals like indiatimes.com, exchange4media.com,
rediffmail.com, agencyfaqs.com, and others draw significant internet spending in India. The
demographic profile of Indian clients is discussed in this article. It also entails a comparison of
global and Indian tendencies for my study..
Paper #2, "On Line Banner Advertising," by Sumanjeet37, appeared in the Indian Journal of
Marketing. There is a lot of promise for online banner advertising as a tool for marketing. It is
easy to put together, use, and create. Because these sectors are well-represented, it gives firms
targeting educated, creative, wealthy men and women or students a great chance of success.
Paper (3), The essay "Web advertising's Future e Marketing Strategy" by Jaffrey Graham45
has been released. A financial services company called Morgan Stanley is situated in
According to a Dean Witter equity research study 28, the Internet marketing and advertising
sector was the focus of the study. The research calculates the cost and effectiveness of
advertising across various channels by analysing data from hundreds of firms. Internet branding
is successful. The Internet is at least as good at raising product interest for well-known brands
as television, magazines, and newspapers are at promoting brand recall..
Paper (4), Consumer reaction to social media advertisements. Nielsen served as a point of
reference (2012: 10). Both how people communicate online and how they receive traditional
information have changed as a result of social media. Online social connections are used for a
variety of purposes, including filtering, debating, spreading, and authenticating news,
entertainment, and items for consumption. (Ryan, 2011, p. 15). The next chapters will go into
more depth about each of the social media sites that are now the most widely used worldwide.
Although there are many more social networks and programmes (apps) available, for the
purposes of this research, the major Medias are the main emphasis..
Paper (5), The article named "sales and marketing approaches" by Vikas Bondar has been
published. The internet is a fantastic resource. People now have access to more knowledge than
they need because to the Internet. It is the best way to compare the things we need. It is essential
that we visit the websites if we are interested in purchasing anything. Making our own Web
page doesn't have to be expensive. Where are we going to store all of this data? Advertising,

27
which can be found on TV, the Internet, in newspapers, and in other places, is the answer.
Every year, they get an increasing amount of new, exciting information, and Internet use will
continue to rise. This article discusses how the internet may be used as a tool for advertising..
Paper (6), The major goal of digital marketing expenditures, according to a 2013 Garder poll,
will be to improve the shopping experience via social marketing, content production and
management, and mobile marketing. The research also discovered that the success of a
company's marketing initiatives is primarily dependent on its website, social media marketing,
and digital advertising—all of which are aspects of digital marketing. Additionally, you might
apply the savings from digital marketing elsewhere. Companies 29 typically spend 10% of their
revenues on marketing; digital marketing now makes up 2.4 % of this expenditure and is
expected to grow to 9% in the future.
Paper (7), A piece of writing by J. Suresh Reddy26 was included in the Indian Journal of
Marketing. "Impact of E-commerce on Marketing" is the title of the article. One of the
corporate positions most affected by the advancement of information technology is marketing.
The internet has opened up new channels for connection and communication for companies. It
may help companies build stronger and more cost-effective relationships in customer service,
marketing, and sales. Businesses may use the internet to continuously give customer assistance,
information, and care. Additionally, it promotes fruitful client interactions that may result in
enduring bonds and promote repeat business.
Paper (8), "Indian enterprises utilising digital marketing for competitive advantage," said the
headline of a story published in The Economic Times in October 2014. According to a study
conducted by Adobe and the CMO Council and reported in this article, more and more Indian
marketers are using digital marketing to acquire a competitive edge. According to the report,
India has the greatest level of trust in digital marketing as a source of competitive advantage.
96% of Indian marketers believe that having a competitive advantage might come from
embracing digital marketing. According to the research, Australia has the highest rate in the
Asia-Pacific region, at 97%. Indian marketers believe the primary cause A growing number of
people are using the internet, which is what is driving the use of digital technology. According
to the research, less people in India (only 70% vs. 59%) than in APAC (59%) believe that

28
digital can engage the audience and that consumer preference and reliance on it drive adoption.
The 2014 Adobe APAC Digital Marketing Performance Dashboard was developed with the
use of quantitative surveys that included more than 800 marketers from the whole area.
Marketing professionals from Australia, Korea, China, Hong Kong, Singapore, and other
nations were questioned. "Despite being a rising star in the field of digital marketing, India's
own performance has decreased this year in comparison to previous,". It should be noted that
India performed better than the APAC average last year. 30 Umang Bedi, managing director
for Adobe in South Asia, asserts that as internet use grows in India, "customer demand and
digital reliance will develop. It would be interesting to see how Indian marketers use digital
marketing to boost engagement and, as a result, energise customers. According to him, this
leads to problems with programme design, execution, and, most crucially, measurement. In
comparison to their APAC competitors, Indian marketers get less support from channel and
sales teams to increase digital investment. The fact that they are doing better than they did the
previous year demonstrates that departments with consumer-facing interfaces are becoming
more aware of the value of digital marketing as a tool to assist their initiatives.
Paper (9)Avinash, Kaushik, According to a survey released in December 2014, "Marketing and
digital analysis are two keys to large accomplishment." The most frequent mistakes made by
digital professionals and executives are doing things in the wrong order or trying to do too
much at once. The company/business/thoughts are probably no longer in the greatest position,
thus development in digital marketing and analysis becomes uncomfortable under any set of
conditions. People start to become angry (brilliant talent recruiters rush off to build the Taj
Mahal while you are without a working restroom).
As a consequence, business production decreases. Something about us makes us want to take
on challenging things, strive for the complicated maximum, and face infinity. We need to
develop strategies to stop this behaviour since it occurs often.
Paper (10), In contrast to one-to-one or many-to-many communication paradigms in digital
marketing models like blogs, wikis, social networks, networks, and other social networks,
according to Chaffey (2003), the communication paradigm in traditional media like television,
radio, newspapers, magazines, and commercials was one to many.

29
Paper (11), In the articles published by McArthur and Griffin in 1997 and Semenik and Smith
in 2002, respectively, the growing fragmentation of media and consumers as well as the
revolution in mass communication brought about by the advent of new communication
channels are explored. The emergence of communication technologies like mobile exchanging
and the Internet has led to a desire for a new kind of marketing and advertising communication
that can provide centralised management and message consistency.
Paper (12), Customers regard social media as an honest source of information about products
and services, as opposed to traditional company characteristics like a mix of marketing,
according to Foux (2006)..
Paper (13), Cathy Choong, Cathy Choong, Cathy Choong, Cathy It suggests that a fundamental
need is a thorough grasp of how attributes affect performance in satisfactions. The conventional
key driver technique states that the effect of both positive and negative attribute returns on
satisfaction is equal. In order to have a large impact on an attribute with a high return on
investment, an attribute with poor performance must be present.
Paper (14), In profits, advertising and marketing, and customer service, according to Verhoef
(2001), you may build closer but more cost-cutting ties with clients. Companies may utilise the
network to provide continuous data, distribution, and assistance. It also produces fantastic
consumer experiences that may serve as the foundation for long-term partnerships and
stimulate repeat purchases.
Paper (15), Wai1tman, Parsons, and Zeisser Organizations in the industrialised world began to
recognise the importance of internet advertising in 1996. Businesses must be combined in line
with conventional practises in order to meet the wants of clients correctly if they are to flourish.
Paper (16), Lin, 2007, the rise in the revived online buying rate necessitated determining,
nonetheless, why buyers choose the internet while searching. In order to win, you must utilise
sales activities that focus client information and fulfilment in addition to the basic operations
of an Internet site. Customers' pleasure and loyalty may also be improved by using structured
data based on client demand and offering lower-cost options.

30
Paper (17), D K Gnaneshwer "A Business Review of Indian Context," 2009, E-Commerce or
Internet Marketing. This paper, titled International Review of E-Service, Science, and
Technology, claims that the conceptual knowledge of SEM and E-commerce, examines the
primary influencing variables of buyers online, and that internet trade in India is expected to
expand in both economic and demographic range. End consumers of adverts might make the
most of this stage by accessing branded items. India will have roughly thirty to seventy million
Internet users in the next three to five years, which will not only rival but surpass many of the
developed countries. In India, the internet economy will become increasingly important.
Paper (18), According to Gurivinder S Shergiall and Zhaobin Chen's study from 2005, the four
primary criteria that impact the client's view of digital media are website design, website
compliance / dependability, website privacy, and website customer service.
Paper (19), Qinghe You, Wenyuan Chen, and Lui Kaiming In their research from 2014, they
discovered that with the rise of the World Wide Web, digital media purchases are becoming
more popular every day. Website design, time savings, comfort, and safety were shown to be
the most convincing characteristics among four factors, with security being the most essential
component for online transactions. Discounts, reduced pricing, product quality, customer
feedback and feedback from other purchasers, and product information are all key aspects to
consider when determining consumer happiness.
Paper (20), Lina Fernandis is an actress who has appeared in several films. 2013 March He
gives a summary of electronic payment fraud in his research. It displays data on real-payments
fraud and income losses as a result of fraud. To detect and prevent fraud, several strategies are
explored. The investigation's goal was to reduce fraud in electronic payment transactions as
much as possible.

31
RESEARCH DESIGN :
A research design is a strategy for methodically addressing a research issue. It covers topics
including the purpose of a research project, how to develop research questions, the many types
of data collected, how to collect and analyse data, and more. Primary and secondary data are
both acquired using this method.
3.1 Statement of the problem:
Companies frequently face the problem of making judgments based on their own experiences
without taking into consideration the fact that current-generation clientele think and feel
differently. The organisation must be accessible to its customers and capable of delivering and
solving their difficulties. You should be aware of how they operate in terms of digital services
and how happy their clients are with their digital marketing services. This research investigates
how effective the company's digital marketing services are in terms of client satisfaction.
3.2 Need for the study:
Nowadays, the majority of individuals choose to do their searches online in order to obtain any
type of information. As a result, businesses are turning to digital marketing channels for
advertising, and they are using digital 27 marketing to help them succeed. These services are
also provided through agencies. Lightning Bug, situated in Udupi, is one of the organisations
that provides clients with digital marketing services. It is always risky to assess levels of
satisfaction when a firm is giving services to its clients; otherwise, it would be impossible to
maintain them in the competitive market. As a result, the purpose of this research is to find out
how satisfied clients are with the Lightning Bug's digital marketing services.
3.3 Objectives of the study:
The study has the following objectives:
 To determine customer satisfaction levels with various aspects of online advertising,
Lightning Bug conducted a survey to determine the clients' choice for digital marketing.
 To learn more about the elements that influence clients' decisions to use the digital
media for advertising.
 To give the digital marketing service provider with appropriate recommendations.

32
3.4 Scope of the study:
 The study's scope includes theoretical and practical frameworks for measuring client
satisfaction with Digital Marketing.
 The research accurately depicts the existing system.
 The research validates the efficacy of digital marketing.
 The research can aid in the implementation of activities to strengthen the current digital
marketing system in Lightning bug, as well as the placement of potential upgrades and
choices for clients.
Descriptive Research:
Two sources are used mainly for the study are:
 Primary data
 Secondary data
Primary data: This will be acquired via first-hand sources of information, such as data from
employees when giving the questionnaire and gathering primary data while interviewing
managers. The questionnaire is also constructed to capture information about men and women
in the Udupi region.
Secondary data: These facts were previously gathered, assembled, and offered in a different
manner by a separate party for a different purpose. For the purpose of this study, information
was gathered through the Internet, newspapers, journals, and other sources.
3.5 Sampling Method:
The sampling method used is convenient non-probabilistic sampling. Sample size: The sample
size is 100; they are clients of the Lightning Bug that reside in the Udupi region.
Tools for data collection is,
 Questionnaire
Tools for data analysis is,
 pie chart

33
3.6 Limitat1ions of the study:
 The study is limited especially to the company and its customers.
 According to policies, accounts department of the company provides only secured
information.
 This study is purely for academic purpose and the tools used for analysis are limited.
 The responses of the respondents might not be accurate and may be certain bias which
may limit the study.

34
CHAPTER 4- DATA ANALYSIS AND INTERPRETATION
Name List of the client companies of Lightning Bug :
SL. NO. Company Name Industry Sector
1 Down the road Restaurant Hotel Sector
2 Zeal restaurant Hotel Sector
3 Connecting point service centre Service Sector
4 Ace interiors & Architects Construction Sector
5 Routes Institute Institutional Sector
6 Lawyer Praveen pinto Legal Sector
7 Baadshah lounge Hotel Sector
8 Ishta events Service Sector
9 CaféJ one Hotel Sector
10 Bar-code cafe Gokarna Hotel Sector
11 Shoe world Udupi Clothing and Apparel Sector
Pie Chart 1 :
Analysis:
The following pie chart shows that 81.8 percent of respondents highly agree that Lighting Bug's
advertising for their company was informative, followed by 18.2 percent who agree, 0 percent
who stated they were neutral, 0 percent who disagree, and 0 percent who definitely disagree.

35
Interpretation:
According to the above pie chart, out of 11 respondents, the majority of respondents strongly
agree, and none of the respondents disagree or strongly disagree that Lighting Bug's
advertisement is instructive.
Pie Chart 2 :
Analysis:
From the above shown pie chart it can be observed that, out of 11 respondents, 54.5 % strongly
agree, 45.5 % agree, 0 % feel neutral, and none disagree or strongly disagree that the content
of advertisements created by Lightning Bug is extremely valuable.
Interpretation:
According to the above pie chart, the majority of respondents strongly agree, with none
strongly disagreeing or disagreeing, that the content of advertisements created by Lightning
Bug is extremely valuable.

36
Pie Chart 3 :
Analysis:
From the above pie chart, 100% of the respondent agreed, followed by 0% who strongly agree,
0% who feel neutral, and none who disagree or strongly disagree that Lightning Bug's services
are better than competitors.
Interpretation:
According to the above pie chart, the all of 11 respondents agreed that Lightning Bug's offers
were better than competitors, while none of the respondents disagreed or strongly disagreed
that Lightning Bug's offers were better than competitors.
Pie Chart 4 :

37
Analysis:
According to the aforementioned pie chart, the majority of the 11 respondents (54.4 percent)
strongly agree with the statement that the digital marketing work done by Lightning Bug was
very effective, followed by 45.5 percent of respondents who also agreed, 0 percent of
respondents feel neutral, and 0 percent of respondents who strongly disagree..
Interpretation:
According to the above pie chart, the majority of respondents strongly agree on the statement
that, Lightning Bug's digital marketing is extremely effective, while none of them disagreeing.
Pie Chart 5 :
Analysis:
From the above pie chart, out of 11 respondents, 80% agreed, 20% strongly agreed, 0% feel
neutral, and none disagree or strongly disagree that Lightning Bug's response to grievance
management is good and prompt.
Interpretation:
According to the above pie chart, the majority of respondents agreeing, followed by strongly
agree, and none of the respondents disagree or strongly disagree, and believe that Lightning
Bug is responsive and good at engaging and resolving online grievance resolution.

38
Pie Chart 6 :
Analysis:
From the pie chart above, it can be seen that out of 11 respondents, 90.9% agreed, 9.1 %
strongly agreed, and none disagreed or strongly disagreed on the Lightning Bug web page being
speedy and responsive.
Interpretation:
According to the above show pie chart, the majority of the 11 respondents agree, followed by
those who strongly agreed, and none of them disagree or strongly disagree that the Lightning
Bug web page is quick and dynamic.
Pie Chart 7 :

39
Analysis:
From the above shown pie chart, out of 11 respondents, 54.5% strongly agreed, 45.5% agreed,
0 % strongly disagree, and none strongly disagree that the information in Lightning Bug's
digital marketing media advertisements is straightforward to grasp.
Interpretation:
According to the above pie chart, the majority of respondents strongly agree, followed by
respondents who agree, and none of respondents strongly disagree that the content in the
advertisements of Lightning Bug using digital marketing medium is simple to grasp.
Pie Chart 8 :
Analysis:
From the above shown pie chart, out of 11 respondents, 63.6 % strongly agreed, 36.4% agreed,
and 0% disagreed or strongly disagreed that Lightning Bug advertises their ads in digital
medium at the right time.
Interpretation:
According to the above shown pie chart, the majority of respondents strongly agreed, followed
by those who agreed, and none of the respondents disagreed nor strongly disagreed that
Lightning Bug advertises their ads in the digital medium at the appropriate time.

40
Pie Chart 9 :
Analysis:
From the above shown pie chart, out of 11 responses, 72.7 % strongly agreed, 27.3 % agreed,
and none strongly disagreed, and strongly disagree and feel Lightning Bug advertisements are
targeted for their company’s requirements.
Interpretation:
According to the above pie chart, the majority of respondents strongly agree, followed by those
who agreed and none of the respondents disagree nor strongly disagree and consider Lightning
Bug advertisements are targeted for your preferences.
Pie Chart 10 :

41
Analysis:
From the above shown pie chart, out of 11 respondents, 81.8 % agree, 18.2% strongly agree,
and none strongly disagree or disagree with the assertion that Lightning Bug online platform
is attempting to build effective customer relationships.
Interpretation:
According to the above shown pie chart, the majority of respondents agreed, followed by a
minority of respondents strongly agreeing, and none of them strongly disagreeing or
disagreeing with the statement that Lightning Bug online platform is attempting to build
effective customer relationships.
Pie Chart 11 :
Analysis:
The above pie chart shows that the majority of respondents 54.5% out of 11 total respondents
strongly agreed and 45.5% respondents agreed on the statement. None of the respondents
disagreed or strongly disagreed with the statement.
Interpretation:
According to the above pie chart, the majority of the respondents strongly agree, followed by
the respondents who agreed on the statement and none of the respondents disagree or strongly
disagree, implying that it has worked well for the clients. Customer loyalty has improved as a
result of Lightning Bug's strategy to enhancing customer happiness through digital advertising.

42
Pie Chart 12 :
Analysis:
From the above shown pie chart, out of 11 respondents, 63.6 % agree, 36.4 % strongly agree,
and none disagree or strongly disagree with the assertion that Lightning Bug's digital marketing
plan to improve their customer base is overwhelming.
Interpretation:
According to the above pie chart, the majority of respondents agreed, a minority of respondents
strongly agree, and none of the respondents disagree that Lightning Bug's digital marketing
plan to increase their customer base is overwhelming.
Pie Chart 13 :

43
Analysis:
From the above pie chart, out of 11 respondents, 72.7% agreed, 27.3% strongly agreed and
none disagree or strongly disagree that Lightning Bug's digital medium advertisements are
exciting and engaging.
Interpretation:
According to the above pie chart, the majority of respondents agreed, a minority strongly
agreed, and none of the respondents disagreed or strongly disagreed that Lightning Bug's digital
medium commercials are exciting and engaging.
Pie Chart 14 :
Analysis:
From the above shown pie chart , out of 11 respondents, 54.5% strongly agreed, 45.5% agreed,
and none strongly disagreed or disagreed that Lightning Bug's advertisements for your firm
reach out to consumers at a very high frequency.
Interpretation:
According to the following graph, the majority of respondents strongly agree, followed by a
minority of respondents agreeing, and none of the respondents strongly disagree or disagree
that individuals are contacted extremely frequently as a result of Lightning Bug's
advertisements for your company.

44
Pie Chart 15 :
Analysis:
From the above pie chart, out of 11 respondents, 54.5% strongly agreed, 45.5% agreed, and
none strongly disagreed or disagreed with the assertion that advertising done by Lightning Bug
through digital marketing platforms is fulfilling and has a beneficial influence on your business.
Interpretation:
According to the above pie chart, the majority of the respondents strongly agreed, with a few
others agreeing that the advertising done by Lightning Bug through digital marketing platforms
is fulfilling and has a beneficial influence on your brand. This signifies that the company has
left an good impression on its customers.
Pie Chart 16 :

45
Analysis:
From the above shown pie chart, 90.9% of respondents strongly agree, 9.1% respondents
agreed, and none of the respondents disagree or strongly disagree on the statement "clients
have overall satisfaction with Lightning Bug's digital marketing advertisements."
Interpretation:
According to the above shown pie chart, out of 11 respondents, the majority of respondents
(clients) are overall satisfied with Lightning Bug's digital marketing advertisements, indicating
that overall client satisfaction is excellent.

46
CHAPTER 5- SUMMARY OF -FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS
 The majority of respondents strongly agree that Lightning Bug's advertisement is
informative, with no people disagreeing or strongly disagreeing.
 The majority of respondents strongly agree that the content of the Lightning Bug
advertising is helpful to their business, and none strongly disagree.
 All the respondents strongly agreed with the assertion that Lightning Bug provides are
better than competitors while negotiating a deal, and none of the respondents disagreed
or strongly disagreed.
 The majority of respondents strongly agreed that Lightning Bug's digital
marketing advertising is helpful.
 The majority of respondents strongly agreed, with a few others agreeing, and none
disagreed or strongly disagreed, and believe Lightning Bug is responsive and good at
interacting and resolving online grievance settlement.
 The majority of respondents agreed, with a few strongly agreeing, and none disagreeing
or strongly disagreeing that Lightning Bug's web page is speedy and responsive.
 The majority of respondents strongly agree, followed by a few respondents who agreed,
and none of the respondents who strongly disagreed and disagreed that the information
posted by Lightning Bug through digital advertisements is easy to grasp.
 The majority of respondents strongly agree, with only a few agreeing, and none
disagreeing or strongly disagreeing that Lightning Bug advertises the ad at the right
time.
 The majority of respondents strongly agree, followed by a minority who agreed, and
none who strongly disagree nor disagreed and believe Lightning bug advertisements
are tailored to meet the client's requirement.
 The majority of respondents agree, a few strongly agree, and none strongly disagree
with the assertion that Lightning Bug makes an effort through their online platform to
build client connections.

47
 The majority of responders strongly agreed, followed by a few respondents agreeing
and none disagreeing or strongly disagreeing, indicating that it has worked effectively.
Customer loyalty has improved as a result of Lightning Bug's strategy to enhancing
customer happiness through digital advertising.
 The majority of respondents agreed, with a few strongly agreeing, and none of the
respondents disagree or strongly disagree that Lightning Bug's digital marketing plan
to grow their customer base is overwhelming.
 The majority of respondents agreed, with a few strongly agreeing, and no respondents
disagreeing or strongly disagreeing that Lightning Bug's digital medium advertisements
are exciting and engaging.
 The statement that there is a very rapid frequency reach out to people from the
advertising done by Lightning Bug for their firm was strongly agreed by the majority
of respondents, with some agreeing and none disagreeing or strongly disagreeing.
 The majority of respondents strongly agreed with the statement that advertising done
by Lightning Bug through digital marketing platforms is fulfilling and has a beneficial
influence on your business, while some respondents also agreed and none strongly
disagreed.
 The majority of respondents are satisfied with the digital marketing promotions, and no
respondents disagree with it, indicating a high level of overall customer satisfaction.

48
SUGGESTIONS
 To attract the clients most appealing pricing of the services must be done by Lightning
Bug and encourage them to make use of value for money method. This will enable
Lightning Bug to improve their visibility in the industry and also increase overall
business.
 Lightning Bug must carefully collaborate with their clients and be familiar with their
offerings in order to better comprehend, develop effective content, utilise keywords in
the best way possible, and drive more traffic to their clients' websites by focusing on
the relevant demographics.
 The firm must always collaborate closely and assign a dedicated team to each firm
(client) in order to comprehend why the website loads slowly and to communicate and
address consumers' complaints more effectively and quickly.
 The Lightning Bug's research findings must be routinely shared as business information
with their clients so that tight collaboration and successful teamwork may increase both
parties' revenue and foster mutual growth through strong customer relationships.
 Must make an effort to understand the demands of the clients' customers in order to
develop successful advertising that appeals to consumers and influences their
purchasing decisions.

49
CONCLUSION
Brands want to increase their presence online since customers are more attracted to it than
traditional media. Customers are good information searchers, and digital media is the only
channel for two-way communication between businesses and customers. Customers' access to
digital marketing offerings is a simple approach to disseminate information, appeal directly to
the target audience, and affect their sentiments and ideas. As we can see, the business is
attempting to fix their issues in order to attract consumers and attract them in the first place..
Companies are increasingly using digital marketing platforms to sell their goods and services,
provide customers with the information they need, and conveniently establish ongoing two-
way communication. As more individuals grow accustomed to using the internet to find the
information they need, more persecutors will keep an eye on digital advertising. The objective
is to satisfy their clients and match their expectations since client pleasure has a direct influence
on loyalty. This project report, in my honourable opinion, would be extremely helpful for
lighting bug, digital marketing experts to comprehend their clients feedbacks and to develop
next tactics.

Bibliography
https://www.futurelearn.com/info/blog/introduction-to-digital-marketing
https://99designs.com/blog/marketing-advertising/types-digital-marketing/
https://blog.hubspot.com/marketing/what-is-digital-marketing
https://webandcrafts.com/blog/history-of-digital-marketing/
https://www.researchgate.net/publication/360454336_A_Literature_Review_on_Digital_Mar
keting_Strategies_and_Its_Impact_on_Online_Business_Sellers_During_the_COVID-
19_Crisis
https://www.researchgate.net/publication/352902448_IMPACT_OF_DIGITAL_MARKETIN
G_ON_CUSTOMER_SATISFACTION
https://lightningbug.co.in/about/
https://www.chainreaction.ae/blog/the-impact-of-digital-marketing-on-consumer-behaviour/

Annexures
Following is the questionnaire that was used for the survey.
A Study on Customer success and satisfaction in digital marketing with reference to
Lightning Bug.
Dear Respondent, As a part of my final research project in MBA, the following survey is to
analyse the Customer Success and Satisfaction towards Digital Marketing provided by
Lightning bug.
I request you to go through all the questions and provide your honest response for the same.
I assure you that all your responses will be kept highly confidential and will be used for
research purpose only.
Thank you!
 Client Company Name :
1. Advertisement made by Lighting Bug, regarding our company was informative.
a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
2. You are satisfied with the content of advertisements made by Lightning Bug and feel
it is very useful.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree

3. Offers given by Lightning Bug was better than competitors.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
4. Digital Marketing done by Lightning Bug was very effective.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
5. Response from Lightning Bug in grievance resolution is good and quick.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
6. Web page of Lightning Bug is quick and responsive’.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
7. Content in the advertisements of Lightning Bug by digital marketing medium is
simple to understand.
b) Disagree

c) Neutral
d) Agree
e) Strongly Agree
8. Lightning Bug advertises your ads in digital medium at right time.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
9. Lightning Bug advertisements are targeted for your requirements.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
10. Lightning Bug online platform making an effort in creating effective customer
relationship.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
11. Considering Lightning Bug approach towards retaining you through their digital
advertising platform, your loyalty towards them is increased.
b) Disagree
c) Neutral
d) Agree

e) Strongly Agree
12. Digital Marketing strategy followed by Lightning Bug is overwhelming and it has an
impact on improvement of their client base.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
13. Digital medium advertisements done by Lightning Bug is exiting and engaging.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
14. There is a very rapid frequency reach out to people from the advertisements done by
Lightning Bug for your company.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
15. Advertising done by Lightning Bug through digital marketing platforms is satisfying
and has positive impact on your business.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree

16. Overall I am satisfied with the digital marketing advertisements’ of lightning bug.
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree

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