The report analyzes people's awareness towards digital marketing through a summer internship project conducted by Archish M. Kamli, comprising literature reviews, research methodology, data analysis, and findings from 100 respondents. Key findings include that 94% of respondents are aware of digital marketing, with Instagram being the most preferred platform for digital marketing efforts. The study suggests leveraging effective social media channels for advertising and acknowledges the need for improvements in digital marketing strategies.

1. A
SUMMER INTERNSHIP PROJECT REPORT
ON
“PEOPLE’s AWARENESS TOWARDS DIGITAL MARKETING”
SUBMITTED TO
LAXMI INSTITUTE OF MANAGEMENT, SARIGAM
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD OF THE DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION (MBA)
OFFERED BY
GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD
ACADEMIC YEAR
MAY-JUNE 2020
SUBMITTED BY:
ARCHISH M. KAMLI
Enrol: 197310592014
UNER THE GUIDANCE OF:
Prof. SHYAMSUNDER SINGH
Prof. RINAL SONI

2. Index
1. Introduction on Topic
2. Literature Review
3. Research Methodology
4. Data Analysis and Interpretation
5. Findings
6. Suggestion
7. Conclusion

3. Introduction on Topic

4. 1. Introduction to Digital Marketing:
 Today’s time of Internet has opened the gateway of tremendous digital marketing
opportunities for businesses. By utilizing different channels of digital marketing,
businesses cannot just share their product and services online; additionally they can
gain clients for their business, entice them and can convert them to boost their ROI. The
speed and straightforwardness with which the digital media transmits data and support
a business is astonishing. In this Introduction to Digital Marketing, every single aspect
of Digital Marketing will be discussed to help marketers understand what Digital
Marketing is, how it functions, and how it can help them optimize their marketing
campaign.

5. What is Digital Marketing?
 Digital marketing encompasses all marketing efforts that use an electronic
device or the internet. Businesses leverage digital channels such as search
engines, social media, email, and other websites to connect with current and
prospective customers.
Various components of Digital Marketing:
• Search Engine Optimization (SEO)
• Social Media Marketing
• Google Ads/ AdWords
• Google Analytics
• Pay Per Click (PPC)
• Email Marketing

6. LITERATURE REVIEW

7. 1. Digital Marketing:
• Digital marketing is the promotion of products or brands via one or more forms of electronic media
such as search engines, websites, social media, email, and mobile apps, differs from traditional
marketing in that it uses channels and methods that enable an organization to analyse marketing
campaigns and understand what is working and what isn’t – typically in real time.
• According to Wikipedia, Digital Marketing is an umbrella term for the targeted, measurable, and
interactive marketing of products or services using digital technologies to reach and convert leads into
customers and retain them. The key objective is to promote brands, build preference and increase sales
through various digital marketing techniques. It is embodied by an extensive selection of service,
product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in
addition to mobile and traditional TV and radio.
2. Social Media Marketing:
• Social media refers to the means of interactions among respondent in which they create, share, and
exchange information and ideas in virtual communities and networks. And Social Media Marketing is
the process of gaining website traffic or customer attention through social media sites like Facebook,
Instagram, WhatsApp, Pinterest, Google+, etc. in order to achieve marketing or branding goal.

8. 3. Search Engine Optimization (SEO)
• Search engines are the essential search tools utilized for data recovery on the Web. It has been assessed that
most of Web clients utilize search engines to acquire data from the Web. This highlights the fundamental
significance of website pages being recorded with web search tools. An essential system for any site
proprietor is arranging how guests can discover their way to their specific website.
4. Pay Per Click (PPC):
• Kennedy and Kennedy (2008) undertook a case study for a manufacturing firm evaluating whether Google or
Yahoo! served as the most cost effective option for their PPC advertising. They found that their PPC was
higher with Google, and their click through rates were higher with Yahoo!, which led them to conclude that
for their case, Yahoo! was a better PPC advertising choice given their limited advertising/marketing budget.
5. E‐mail Marketing:
• According to Wikipedia, Email marketing is the act of sending a commercial message, typically to a group of
respondent, using email. Email marketing isn't something marketers do just because they can and it's easy.
The tactic is very effective at helping business owners and consumers stay connected. In fact, consumers
often seek out email marketing campaigns from their favourite brands and local stores.

9. RESEARCH METHODOLOGY

10. RESEARCH METHODOLOGY
• Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. It is a system and in-
depth study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.
Research Problem:
The research problem of the study is “to identify the people’s awareness towards Digital Marketing”
Types of data:
The data are collected in two ways.
1. Primary data:
• A primary data source is an original data source, that is, one in which the data are collected
firsthand by the researcher for a specific research purpose or project.
2. Secondary data:
• Secondary data is data collected by someone else other than the researcher.

11. Research design
i. Research Type: Descriptive research
ii. Survey Method: Questionnaire
iii. Type of questions: open ended and close ended question
iv. Sampling Method: non-probability sampling method
Sample Size:
• I have targeted 100 respondent for the purpose of the research.
Scope:
• This study is useful for determining the likes and dislikes of people towards Digital Marketing. It can
able to help brands to reach their target group through appropriate media. It will present an idea to
brands, based on where to invest to achieve their marketing objectives.

12. Objectives:
 To identify how much people are aware about Digital Marketing.
 To identify which social media app is mostly used by people and how many hours
they spend per day.
 To identify which social media app people will prefer for Digital Marketing.
 To identify how much people are getting addicted towards digital platform.
Limitation of the study
• Survey was done only with 100 respondents, which does not represent the whole
population.
• The responses may be influenced by personal bias.

13. DATA ANALYSIS
AND INTERPRETATION

14. Gender Respondents
Male 64
Female 36
Total 100
a) Gender
64%
36%
Gender
Male
Female
Interpretation: As per the survey the study reveals that the respondents are 64%
Male and 36% female.

15. Age Respondents
16-25 81
26-35 13
36-45 5
46 and above 1
Total 100
Qualification Respondents
SSC 5
HSC 14
Graduate 39
Post Graduate 42
Total 100
81%
13%
5%
1%
Age
16-25
26-35
36-45
46 and above
5%
14%
39%
42%
Qualification
SSC
HSC
Graduate
Post Graduate
b) Age c) Qualifications

16. Profession Respondents
Student 54
Employee 34
Business 10
Assistant Professor 1
Student and Employee 1
Total 100
Income Respondents
Up to 1,00,000 50
Rs. 1,00,000 – Rs. 3,00,000 24
Rs. 3,00,000 – Rs. 5,00,000 17
Above Rs. 5,00,000 9
Total 100
54%
34%
10%
1%
1%
Profession
Student
Employee
Business
Assistant Professor
Student and Employee
0
10
20
30
40
50
60
Up to Rs. 1,00,000 Rs. 1,00,000 – Rs.
3,00,000
Rs. 3,00,000 – Rs.
5,00,000
Above Rs.
5,00,000
Income
Income
d) Profession e) Income

17. 1) Do you know what Digital Marketing is?
Awareness Respondents
Yes 94
No 6
Total 100
Respondents
Yes 22
No 57
May be 21
Total 100
94%
6%
Respondent
Yes
No
22%
57%
21%
Respondent
Yes
No
Maybe
2) Is Digital marketing, Internet marketing and
online marketing are different from each other?

18. 4) On which social media app do you spend
more time?
3) Which Digital Marketing services you are
aware off?
Respondents
Search Engine Optimization (SEO) 33
Social Media Marketing 92
Content Marketing 41
Pay Per Click (PPC) 28
Affiliate Marketing 35
Email Marketing 51
Data Analytics 1
Total 100
Respondents
WhatsApp 31
Instagram 51
Facebook 14
Twitter 3
Behance, Artstation 1
Total 100
33
92
41
28
35
51
1
0
10
20
30
40
50
60
70
80
90
100
Search
Engine
Optimization
(SEO)
Social Media
Marketing
Content
Marketing
Pay Per Click
(PPC)
Affiliate
Marketing
Email
Marketing
Data
Analytics
Respondent
31%
51%
14%
3%
1%
Respondent
WhatsApp
Instagram
Facebook
Twitter
Behance, Artstation

19. Respondents
Less than 1 hour 10
1-2 hours 54
2-3 hours 19
And more than 3 hours 17
Total 100
Respondents
Social Media App 64
Website 26
Games 6
Third party links 3
YouTube 1
Total 100
Less than 1 hour 1-2 hours 2-3 hours
And more than 3
hours
Respondent 10 54 19 17
0
10
20
30
40
50
60
Axis
Title
Respondent
64%
26%
6%
3%
1%
Respondent
Social Media App
Website
Games
Third party links
YouTube
5) Overall how many hours do you spend
on social media per day?
6) Mostly where do you find Online Ads?

20. 7) Which type of Ads is more effective for
you?
8) Do you see ads related to your needs on
social media?
Respondents
Television Ads 36
Print Media 5
Social Media Ads 58
Radio and Podcast 0
Email 1
Total 100
Respondents
Yes 77
No 7
May be 16
Total 100
36
5
58
0 1
0
10
20
30
40
50
60
70
Television
Ads
Print Media Social Media
Ads
Radio and
Podcast
Email
Respondent
Respondent
77%
7%
16%
Respondent
Yes
No
May be

21. 9) Your satisfaction level with the digital
ads?
10) Do you prefer to buy directly from
Digital Ads or research in detail?
Respondents
Highly Satisfied 14
Satisfied 56
Neutral 27
Dissatisfied 2
Highly Dissatisfied 1
Total 100
Respondents
Buy directly from Ads link 11
Research in detail before buying 82
Ignore 7
Total 100
14
56
27
2 1
0
10
20
30
40
50
60
Highly
Satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
Respondent
Respondent
11
82
7
0
10
20
30
40
50
60
70
80
90
Buy directly from Ads
link
Research in detail
before buying
Ignore
Respondent
Respondent

22. 11) Which social media app will you prefer
for Digital Marketing?
12) Do you think nowadays you are getting
addicted towards digital platform?
Respondents
Instagram 60
Facebook 22
WhatsApp 12
Twitter 4
YouTube 1
Reliance Jio 1
Total 100
Respondents
Yes 72
No 14
Not sure 14
Total 100
60
22
12
4 1 1
0
10
20
30
40
50
60
70
Instagram Facebook WhatsApp Twitter YoutTube Reliance Jio
Respondent
Respondent
72%
14%
14%
Respondent
Yes
No
Not sure

23. 13) How do you rate the feature of Digital
Marketing where you can target audience by paid
promotion according to their age, gender,
profession, etc?
14) Rate the feature of Digital Marketing’s
Real Time Data Analysis.
Respondents
Fully Satisfied 44
Satisfied 39
Neutral 16
Dissatisfied 0
Highly Dissatisfied 1
Total 100
Respondents
Fully Satisfied 40
Satisfied 44
Neutral 14
Dissatisfied 2
Highly Dissatisfied 0
Total 100
44
39
16
0
1
0 10 20 30 40 50
Fully Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Respondent
Respondent
40
44
14
2
0
0 10 20 30 40 50
Fully Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Respondent
Respondent

24. 15) Is Digital marketing effective in today’s
world?
16) What do you think, what’s the future of
Digital Marketing?
Respondents
Yes 91
No 2
May be 7
Total 100
Respondents
It will Boom 83
Or just Bubble 1
Not sure 16
Total 100
91%
2%
7%
Respondent
Yes
No
May be
0
10
20
30
40
50
60
70
80
90
It will Boom Or just Bubble Not sure
Respondent 83 1 16
Axis
Title
Respondent

25. FINDINGS
• As per the survey I found that 94% respondents are aware about Digital Marketing where as 6%
respondents are not aware about Digital Marketing.
• I found that 51% of respondent spend more time on Instagram, 33% respondent spend their time on
WhatsApp, 14% respondent spend their time on Facebook.
• 60% of respondents finds Instagram more effective for Digital Marketing, 22% of respondents finds
Facebook more effective for Digital Marketing, where as 12% of respondents finds WhatsApp more
effective for Digital Marketing.
• As per the survey I found that 91% of respondent thinks that Digital Marketing is effective in today’s
worlds, 2% of respondent thinks that Digital Marketing is not effective in today’s world where as 7% of
respondent are not sure with this.
• 83% of respondent think that future of Digital Marketing is very bright, 16% of respondent are not sure
about it, where as 1% of respondent thinks that the future of Digital Marketing is not bright.

26. SUGGESTIONS
• Survey reveals that respondents giving more importance to some social media apps
where people are more active. Therefor online business has great opportunity to
target audience on such social media app.
• Based on the research most of people find social media Ads more effective compare
to other advertising platform. Thus social media marketing will be best marketing
platform in future as they are cost effective.
• Small business should give more priority to Digital Marketing and Online Ads after
that they should explore other modes of marketing and advertising.

27. CONCLUSION
• The research project was conducted on the subject “People’s Awareness
Towards Digital Marketing”. While the research study was underway, it was
discovered that most of the people were aware about the Digital Marketing. Taking
theoretical understanding and practical knowledge differ widely.
• We know very well that each and every people have their own view regarding thing,
Digital Marketing is one of them. It is already concluded that most of the people are
satisfied with the Digital Marketing features. But it does not mean that Digital
Marketing is perfect for every business, at many areas gap is found and Digital
Marketing need to improve those areas. There is also a limitation of the study
because 100 responders are not enough to decide anything. It depends fully
responder honesty also their response.

28. Thank You