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Internship project - research report

Masters in business administration (Gautam Buddha University)

Studocu is not sponsored or endorsed by any college or university

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GAUTAM BUDDHA UNIVERSITY

SCHOOL OF MANAGEMENT

INTEGRATED MBA 5th SEMESTER

PROJECT REPORT ON

DIGITAL MARKETING VS TRADITIONAL MARKETING

SUMMER INTERNSHIP TRAINING

AT

Company name- Think Next technologies

Company address-S.C.F 113, Phase 11, Sector 65, Punjab 160062

Company contact information- 78374-04000

Submitted by- Submitted to-

Champali srivastava Dr. lovy sarikwal

Roll no- 18/DMB/014 (mentor)

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Declaration By Student

Declaration by Student I………….champali srivastava………..Roll No..…18/DMB/014……

hereby declare that this project work is the result of my own research and no part of it has
been presented for any other degree in this university or elsewhere. I am solely responsible
for any error found in this work.

Date: …12 Jan 2021………………….

Place: ……Noida………………..

Student Signature: ……… ………………………….

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CERTIFICATE FROM FACULTY GUIDE

Certificate from the Faculty Guide This is to certify that the project titled ……“Traditional
vs Digital marketing………..” has been done under my supervision by
“…………..champali srivastava…….. of Integrated MBA V semester.

Signature of the Faculty -Supervisor

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Certificate from the industry supervisor

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ACKNOWLEDGEMENT
No one who achieves success does so without acknowledging the help of others.

I take this opportunity with great pleasure to present before this project on “Traditional
Marketing v/s Digital Market” which is result of co-operation, hard work & good wishes of
many people. The most pleasant part of any project is to express the gratitude towards all
those who have contributed to the success of my project.

I am deeply grateful to Think Next Technologies Pvt. Ltd. for their everlasting support or
guidance on ground of which I have acquired a new field of knowledge the course structure
created for curriculum has benefited with inclusion on recent development in an
organization& management aspects.

I am thankful to all members of Think NEXT Technologies Pvt. Ltd. Company who have
given me valuable information in part of my project. Above all, I would like to thank all
conducted persons of firm who took out their valuable times to answer my queries & given
me full information related to my project.

I extent my sincere gratitude towards my parents who have always encourage me & give
suggestions as how to work on project. They always stand by me in solving all my enquiring.
Their support has always motivated me.

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EXECUTIVE SUMMARY
While the growth of the digital medium over the last decade has surpassed that of any other
media, the year 2010 was especially important in this regard as 86% of top Indian marketers
confirmed their use of this channel as the most vital client engagement platform. The prime
use of e-Marketing channels in 2010 was customer acquisition. For majority of Indian
marketers this platform proved its effectiveness (97%) and a substantial number of marketers
are using this platform for daily communications (34%) with their audiences. Overall the use
of e-Marketing platform in 2010 was focused on sending promotional communications (62%)
and newsletters (52%). In terms of budget allocation on e-Marketing platform, 36% of Indian
marketers’ have invested more than 10% of their marketing budgets in 2010. In terms of
generating sales through online medium, it is interesting to know that 46% of marketers are
generating more than 10% of their sales online. It is not surprising that marketers plan on
considerably increasing their budgets towards email and SMS marketing in 2011. 72% of
leading marketers have reported of their plans to increase investments in e-Marketing
platform in 2011. With increase in budget allocation, there is a positive outlook for e-
Marketing platform in 2011. Customer acquisitions remain to be the prime goal of Indian
marketers (59%). According to leading marketers of India, the top three online investment
channels for 2011 are Social media, Email marketing and Search marketing. In email
marketing, the main challenges faced by marketers in India are ‘Reaching Inbox’ & ‘Building
Subscriber Lists’. As reported by Indian marketers, the top 3 factors impacting email deliver-
ability were: Frequency, content of mailer and sender reputation. In order to decrease inbox
clutter, marketers are now focusing on ‘Personalization’ and ‘Targeting’ of their mailers.
Overall the responsibility of email delivery is fairly distributed between IT team (22%),
Marketing group (22%), partnership between IT group and marketing team (26%) and ESP's
(19%). There is no single group ownership as yet. According to marketers in India, the
integration of email and SMS will result in a significant increase in the return on campaign
investments. About 82% of marketers believe that there is indeed a synergy in integrated
service offering to customers. For 78% of marketers, across different verticals, it is important
to integrate their email marketing and social media tools in marketing campaigns while 52%
of the top marketers said that it is extremely important to integrate email marketing and social
media.

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TABLE OF CONTENTS

TITLE PAGE NO

TITLE PAGE 1

DECLARATION 2

CERTIFICATE 3

ACKNOWLEDGEMENTS 4

EXECUTIVE SUMMARY 5

SYMBOL AND ABBREVIATION LIST 8

CH-1 INTRODUCTION 9-23

 HISTORY AND EVOLUTION

 TYPES OF DIGITAL MARKETING

 ADVANTAGES AND DISADVANTAGES

CH-2 ORGANIZATION OVERVIEW 24-31

 ORGANIZATION STRUCTURE

 INDUSTRY PROFILE

 MISSION AND VISION

 SERVICES

 QUALITY POLICIES

 MANAGEMENT OF ORGANIZATION

CH-3 LITERATURE REVIEW 32-33

CH-4 OBJECTIVE OF STUDY 34-35

 SCOPE OF STUDY

CH-5 RESEARCH METHODOLOGY 36-37

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 RESEARCH DESIGN

CH-6 DATA ANALYSIS AND INTERPRETATION 38-51

CH-7 FINDING & CONCLUSION 52-53

CH-8 SUGGESTION AND LIMITATION OF STUDY 53-58

QUESTIONNAIRE 59-62

REFERENCES 63

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ABBREVIATIONS SYMBOLS
SEO - search engine optimization , comma

SMO - social media optimization . period

NFC - near field communication / slash

SMS - short message service ( left bracket

RFID - radio frequency identification ) right bracket

GPS - global positioning system % percentage

WAP - wireless application protocol @ at

$ dollar sign

: colon

- hyphen

? Question mark

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CHAPTER- INTRODUCTION
DIGITAL MARKETING AND TRADITIONAL MARKETING:

Traditional marketing is not dead by any means. In fact, until magazines, newspapers and
television go by the wayside, traditional marketing is here to stay – albeit with some changes.
But, the rising popularity of Digital marketing has forced traditional marketing avenues to
take notice and combine practices. Though digital marketing has advantages over traditional
marketing, you should be fully aware of the marketing strategies and possible results of both
before adopting a marketing plan.

Both traditional and digital practices share similar goals – attracting qualified customers and
building brand awareness in your market. The right mix of digital and traditional marketing is
better than the sum of its parts. Some businesses think of digital and traditional marketing as
being at odds with each other, but in fact they can complement each other to meet your goals
and get the best possible results.

HISTORY OF TRADITIONAL AND DIGITAL MARKETING

HISTORY OF TRADITIONAL MARKETING:-

It is hard for many to believe, but when compared to economics, production and operations,
accounting and other business areas, marketing is a relatively young discipline having
emerged in the early 1900s. Prior to this time most issues that are now commonly associated
with marketing were either assumed to fall within basic concepts of economics (e.g., price

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setting was viewed as a simple supply/demand issue), advertising (well developed by 1900),
or in most cases, simply not yet explored (e.g., customer purchase behaviour, importance of
distribution partners).

Led by marketing scholars from several major universities, the development of marketing
was in large part motivated by the need to dissect in greater detail relationships and behaviors
that existed between sellers and buyers. In particular, the study of marketing led sellers to
recognize that adopting certain strategies and tactics could significantly benefit the
seller/buyer relationship. In the old days of marketing (before the 1950s) this often meant
identifying strategies and tactics for simply selling more products and services with little
regard for what customers really wanted. Often this meant companies embraced a “sell-as-
much-as-we-can” philosophy with little concern for building relationships for the long term.

But starting in the 1950s, companies began to see that old ways of selling were wearing thin
with customers. As competition grew stiffer across most industries, organizations looked to
the buyer side of the transaction for ways to improve. What they found was an emerging
philosophy suggesting that the key factor in successful marketing is understanding the needs
of customers. This now famous Marketing Concept suggests marketing decisions should flow
from FIRST knowing the customer and what they want. Only then should an organization
initiate the process of developing and marketing products and services.

The marketing concept continues to be at the root of most marketing efforts, though the
concept does have its own problems (e.g., doesn’t help much with marketing new
technologies) a discussion of which is beyond the scope of this tutorial. But overall,
marketers have learned they can no longer limit their marketing effort to just getting
customers to purchase more. They must have an in-depth understanding of who their
customers are and what they want.

HISTORY AND EVOLUTION OF DIGITAL MARKETING

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In a world where over a 170 million people use social media on a regular basis, every
working professional is expected to be familiar with at least the core tenets of Digital
Marketing.

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In simple terms, Digital Marketing is the promoting of products over the internet or any form
of electronic media. According to the Digital Marketing Institute, "Digital Marketing is the
use of digital channels to promote or market products and services to targeted consumers and
businesses."People are consuming digital content on a daily basis. Very soon, traditional
marketing platforms will disappear, and the digital market will completely take over. There
are a number of advantages to Digital Marketing. Unlike traditional marketing, digital
marketing is more affordable. We can reach a larger audience in a shorter time-period.
Technological advances have resulted in considerable attrition of the customer-base of
traditional marketing agencies & departments. People have moved on to tablets, phones, and
computers, which are the areas where digital marketers have gained the most ground. The
term Digital Marketing was first used in the 1990s. The digital age took off with the coming
of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed
users to find the information they wanted, but did not allow them to share this information
over the web. Up until then, marketers worldwide were still unsure of the digital platform.
They were not sure if their strategies would work since the internet had not yet seen
widespread deployment.
In 1993, the first clickable banner went live, after which Hotwired purchased a few banner
ads for their advertising. This marked the beginning of the transition to the digital era of
marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital
marketplace. The very same year, Yahoo was launched. Also known as "Jerry's Guide to the
World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within
the first year. This prompted wholesale changes in the digital marketing space, with
companies optimizing their websites to pull in higher search engine rankings. 1996 saw the
launch of a couple of more search engines and tools like HotBot, LookSmart, and Alexa.1998
saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to
the market Yahoo web search. Two years later, the internet bubble burst and all the smaller
search engines were either left behind or wiped out leaving more space for the giants in the
business. The digital marketing world saw its first steep surge in 2006, when search engine
traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left
behind, Microsoft put MSN on the backburner, and launched Live Search to compete with
Google and Yahoo.
Sensing an opportunity, Google began to expand, introducing such products as AdWords,
which are 3 line ads that show up at the top or to the right of search engine results, and
AdSense -which is a cost-per-click advertising scheme. In time, Google realized the value of

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analyzing the content they received and then target ads based on the interests of the users, and
thus became a major player in the world of business. Then came Web 2.0, where people
became more active participants rather than remain passive users. Web 2.0 allowed users to
interact with other users and businesses. Labels like ‘super information highway’ began to be
applied to the internet. As a result, information flow volumes –including channels utilized by
digital marketers- increased manifold, and by 2004, internet advertising and marketing in the
US alone brought in around $2.9 billion. Soon, social networking sites began to emerge.
MySpace was the first social networking site to arrive, soon followed by Facebook. Many
companies realized all these fresh new sites that were popping up were beginning to open
new doors of opportunities to market their products and brands. It opened fresh avenues for
business, and signaled the beginning of a new chapter to business. With new resources, they
needed new approaches to promote their brands & capitalize on the social networking
platform.

Traditional Marketing:- Traditional marketing is a rather broad category that incorporates

many forms of advertising and marketing. It's the most recognizable types of marketing,
encompassing the advertisements that we see and hear every day. Most traditional marketing
strategies fall under one of four categories: print, broadcast, direct mail, and telephone.

Digital Marketing:-We live in a super - connected world these days and as such, advertising
and marketing are no longer the same animals they once were. This is especially true due to
the rise of social media, which has changed how businesses communicate with potential and
existing clients. So what exactly is digital marketing and what does it encompass? Basically,

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it’s a collective term which is used where marketing meets internet technology and other
forms of new media.

TYPES OF DIGITAL MARKETING

SEARCH ENGINE OPTIMIZATION (SEO)

SEO stands for “search engine optimization.” It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where
web pages and other content such as videos or local listings are shown and ranked based on
what the search engine considers most relevant to users. Payment isn’t involved, as it is
with paid search ads.

There are three major groups covered by Search Engine Land’s Periodic Table Of SEO
Success Factors :

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 On-The-Page SEO
 Off-The-Page SEO
 Violations

ON PAGE SEO
On Page SEO refers to settings you can apply on the website so that it is optimized for search
engines. The most important on Page SEO Tips are:

 Optimized titles and descriptions

 Proper URL Structures

 User friendly navigation (breadcrumbs, user sitemaps)

 Optimized internal links

 Text Formatting (use of h1,h2,bold etc)

 Image optimization (image size, proper image names, use of ALT tag)

 User friendly 404 pages

 Fast loading pages

 Google Authorship verification for all pages

 Top quality fresh content (This is always the most important SEO factor!)

 External links (no broken links or links to ‘bad’ sites)

You can find out more details about all the above tips in the SEO Tips for beginners article.

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OFF PAGE SEO

Unlike On- page SEO, off-page SEO refers to activities outside the boundaries of the web-
page. The most important are:

 Link Building

 Social Media

 Social bookmarking

We will look at these in detail below but first let me explain about the importance and
benefits of off-page SEO.

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WHY IS OFF-PAGE SEO IMPORTANT?

Search engines have been trying for decades to find a way to return the best results to the
searcher. To do that, they take into account the on-site SEO factors (described above), some
other quality factors and off-page SEO.

Off page SEO gives them a very good indication on how the World (other websites and users)
perceive the particular website. A web site that is useful is more likely to have references
(links) from other websites; it is more likely to have mentions on social media (Facebook
likes, tweets, Pins, +1’s etc.) and it is more likely to be bookmarked and shared among
communities of like-minded users.

SOCIAL MEDIA OPTIMIZATION (SMO)

Social media optimization (SMO) is the use of a number of social media outlets and
communities to generate publicity to increase the awareness of a product, brand or event.
Types of social media involved include RSS feeds, social news and bookmarking sites, as
well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar
to search engine optimization in that the goal is to generate traffic and awareness for a
website. In general, social media optimization refers to optimizing a website and its content
in terms of sharing across social media and networking sites.

Affiliate Marketing

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Affiliate marketing is a type of performance-based marketing in which a business rewards

one or more affiliates for each visitor or customer brought by the affiliate's own marketing
efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'),
the network (that contains offers for the affiliate to choose from and also takes care of the
payments), the publisher (also known as 'the affiliate'), and the customer. The market has
grown in complexity, resulting in the emergence of a secondary tier of players, including
affiliate management agencies, super-affiliates and specialized third party vendors.

Affiliate marketing overlaps with other Internet marketing methods to some degree, because
affiliates often use regular advertising methods. Those methods include organic search engine
optimization (SEO), paid search engine marketing (PPC - Pay Per Click), e-mail
marketing, content marketing and in some sense display advertising. On the other hand,
affiliates sometimes use less orthodox techniques, such as publishing reviews of products or
services offered by a partner.

GOOGLE ADWORDS

AdWords (Google AdWords) is an advertising service by Google for businesses wanting to

display ads on Google and its advertising network. The AdWords program enables businesses
to set a budget for advertising and only pay when people click the ads. The ad service is
largely focused on keywords.

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Businesses that use AdWords can create relevant ads using keywords that people who search
the Web using the Google search engine would use. The keyword, when searched for triggers
your ad to be shown. AdWords at the top ads that appear under the heading "Sponsored
Links" found on the right-hand side or above Google search results. If your AdWords ad is
clicked on, Google search users are then directed to your website.

DIFFERENCE BETWEEN TRADITIONAL AND DIGITAL

MARKETING
The strategy for both Traditional and Digital Marketing are the same - segment the market,
understand your customer, and position yourself through great storytelling.

Traditional Marketing Digital Marketing

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Include:- Includes marketing efforts anchored on

electronic device such as :-
 Print media (Newspaper and magazine ads,
newsletters, brochures and other printed  Websites
material)
 Social networking sites
 Broadcast media (such as TV and Radio ads)
 Content marketing
 Direct mail (Including fliers, Post cards,
catalogs)  Banner ads

 Telemarketing  Google ads

 Video marketing

Proven technique with high success rate. Cost efficient for marketing.

It is not so good for brand building. It is fast and efficient for brand building.

In tradition marketing difficult to find out target It is easily find out target audience.
audience.

Long standing initiatives that the public already Unprecedented audience reach.
understand.

Well-defined size or duration Infinitely creative palette giving way to

complex variations and multiple formats

It take long for good publicity to enhance the With digital marketing you can encourage your

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prospects of your business. prospects, clients and followers to take action,

visit your website, read about your products
and services, rate them, buy them and provide
feedback which is visible to your market.

Metrics for measuring success. Allows direct response from intended audience.

Delivering brand/product awareness/ information Can lead to multi-purpose: brand/product

awareness/information, sales and customer
services.

Physical access to a product. Wide range of product.

Personal service More possibility to cut cost

Face to face communication communication directly with targeted group

You have to wait weeks for a boost to your business You don’t have to wait weeks for a boost to your
like you would have to waiting for a fax or form to be business like you would have to waiting for a fax
returned. or form to be returned. You can see the numbers
of visitors to your site and its subscribers
increase, peak trading times, conversion rates and
much more at the touch of a button.

ADVANTAGES AND DISADVANTAGES OF TRADITIONAL AND

DIGITAL MARKETING
TRADITIONAL MARKETING ADVANTAGES AND
DISADVANTAGES:-

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Because of its longevity, people are accustomed to traditional marketing. Finding ads in
magazines and newspapers, or reading billboards are still familiar activities and people still
do them all the time. Most of the time, traditional marketing is reaching only a local audience
even though it is not limited to one.

One of the primary disadvantages of traditional marketing is that the results are not easily
measured, and in many cases cannot be measured at all. In most cases, traditional marketing
is also more costly than digital marketing. And perhaps the biggest disadvantage today is that
traditional marketing is static which means there is no way to interact with the audience. It’s
more like you are throwing information in front of people and hoping that they decide to take
action.

Digital Marketing’s Advantages and Disadvantage:-One benefit to using digital marketing

is that the results are much easier to measure; and another is that a digital campaign can reach
an infinite audience. It is also possible to tailor a digital campaign to reach a local audience
but it can also be used on the web and reach the entire globe when appropriate. Digital
marketing is also a very interactive means of reaching an audience since it makes use of
social outlets. There can be plenty of direct contact between the audience and the business
which means that the business can get some very valuable consumer feedback.

One of the disadvantages to using digital media marketing strategies is that it can take some
time to realize measurable success.

WHY TRADITIONAL AND DIGITAL MARKETING CONSIDER TO BE

MAIN IN ANY COMPANY?

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AND HOW WITH ITS HELP THINKNEXT TECHNOLOGIES PVT LTD.

WORK?

Combination of traditional and digital marketing techniques is the most effective method of
marketing, far more useful than using either on its own.

Traditional marketing tactics like television ads, print collateral, billboards and mailings all
have historically high success rates. Recently, however, the success rates for these mediums
have been falling, and a solution seems to be combining these traditional methods with digital
marketing techniques. Digital media, though relatively new when compared to the history of
traditional media, can provide a company with maximum exposure and more interaction with
their customers. Marketing through social media, email lists or online ads is also
significantly less expensive and more measurable than traditional media. When combined, the
benefits of both plans can be enjoyed while they compensate for each other’s weaknesses.

While newer methods work well, it’s dangerous to let them completely replace traditional
methods, especially since each technique appeals to different people and audiences.
Combining the two methods is a great way to access a larger audience.

Here are three ways though which ThinkNEXT Technologies Pvt. Ltd. that work in order to
maximize the impact of your marketing efforts:

1. Active and Passive:-Traditional marketing is generally considered to be passive, while

digital marketing actively involves the target audience. This really allows the two
techniques to complement each other, working together to achieve the company’s
intended objectives. While television and print advertisements are helpful in
disseminating information, they can also incorporate a message to look for more
information on a website, a “call to action” of sorts.
2. Multiple Channels:-Utilizing both traditional and digital marketing techniques allows
your company’s message to be spread across many different channels. Depending on the
target market, some media outlets work better than others. Though everyone is exposed to
all different kinds of media, your younger audience is likely to be more digitally savvy.
By using both methods, your company is able to reach more potential customers.

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3. More Personal:-Traditional media is a highly effective way to reach a broad consumer

base, but digital media is a great way to reach out to a specific audience. Digital
marketing can used to build relationships with the consumer that are deeper and more
relevant.

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CHAPTER- ORGANIZATION OVERVIEW

ORGANISATION STRUCTURE

Type Privately Held

Company Size 32 Employees

Website http://thinknexttraining.com

IT Development and Professional

Industry Type
Company

Year of
Establishment August 2009

Corporate Office ThinkNEXT Technologies Pvt Ltd

Address SCF 113, Sector 65, Phase XI, Mohali.

Head Office Address Canada US , 6931 148A Surrey, BC CANADA (V350Y9)

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1.1 INDUSTRY PROFILE

ThinkNEXT Technologies Private Limited (Formerly Brilliant Software Solutions) is an ISO

9001:2008 certified software development company founded in August 2009 and it is
approved from Ministry of Corporate Affairs which deals in University/College/School ERP
Solutions, Android /iPhone Applications development, Web designing, Web development,
Discount Deals (www.thinknextcard.com, www.tricitydeal.com), Bulk SMS, Voice SMS,
Bulk Email, Biometric Time Attendance, Access Control, SEO/SMO, Database Solutions,
Payment Gateway Integration, E-Mail Integration, Industrial Training, Corporate Training
and Placements etc. Think NEXT Technologies provides software solutions using latest
technologies e.g. Smart Card, NFC, Biometrics, GPS, Barcode, RFID, SMS, Auto SMS
(Short code), Android, iPhone, Web, Windows and Mobile based technologies.

ThinkNEXT has wide expertise in .NET, Crystal Reports, Java, PHP, Android, iPhone,
Databases (Oracle and SQL Server), Web Designing, Networking, Web Server
configurations, various RAID Levels etc.

ThinkNEXT Technologies has also setup its offices in USA, Delhi, Shimla and Bathinda for
its software support. ThinkNEXT has its own multiple Smart Card printing, encoding and
barcode label printing machines to provide better and effective customer support solutions.

ThinkNEXT has also setup its own placement consultancy and is having numerous placement
partner companies to provide best possible placements in IT industry.

ThinkNEXT Technologies has developed for the first time in northern region cloud
computing based Cloud Campus 4.0 to facilitate knowledge and placement centric services. It
is a unique concept for effective and collaborative learning.

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1. ThinkNEXT deals exclusively in campus automation through Smart Campus ERP

Solutions. Therefore we have better experience in handling large group of institutions
through proper time-tested policies and procedures.

2. First Company of India who has Launched NFC Technology (The Future) for Smart
Campuses through NFC Smart Cards.

3. First Company of India who has launched Android Version of Smart Campus ERP
Solutions for Mobiles and Tablet PCs.

4. First company of India who has developed SMS Opt-In Technology so that
Institutes/Colleges can send Transactional SMS with SMS Sender ID and without
SMS Template approval.

5. First company of Punjab, Haryana, Himachal, J&K (Northern region) who launched
Smart Cards (Contact Type), Smart Cards (Contactless) in Punjab for campus
automation.

6. First company of India which has launched its Think NEXT Smart Card as Discount
Card in more than 120 enterprises.

7. Established own multiple Smart Card Designing, Smart Card Printing, Smart Card
Lamination and Oyster Barcode Printing Units.

8. Multiple SMS Gateway Support.

1.2 SERVICES:

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We provide Software Solutions using latest technologies or features:

 NFC

 Biometrics (Fingerprint with Automated Online)

 Smart Card

 Barcode

 RFID

 SMS

 Short code 56767 (Auto SMS)

 Android

 ions (phone)

 GPS

 WAP (For WAP Enabled Mobile Phones)

 Multiple SMS Gateway Support

 Web based Technologies (365x24x7 services)

 Windows based Technologies

 Mobile based Technologies

 Webcam support for various operations

 Parallel Internet, Intranet and Wi-Fi Support

1.3 VISION:

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ThinkNEXT Technologies Pvt. Ltd. are already very flexible and scalable. Still, we always
take care of specific requirements of our clients. Our highly committed R&D team makes our
software feature rich, dynamic and future tuned everyday so that our clients always maintain
the lead over their competitors. The development of the software is being done and the purpose
full customization of the package is carried out in the ThinkNEXT lab.

1.4 MISSION:

ThinkNEXT is pioneer in Smart Campus ERP Solutions for Universities/Colleges/Schools

using latest technologies and features. We provide software solutions using .NET, PHP,
Android, iphone, Java technologies with three tier-architecture support. We provide back-end
solutions using MS SQL Server, Oracle, and MySQL.

1.5 QUALITY POLICY:

We have wide experience working with eminent Educationists, Managements, Directors,

Principals, Head of Departments, other Staff Members, Parents and students. Therefore we do
not sell only software Modules but an innovative system which has more importance than just
ERP software modules. Today Smart Campus solutions are a need of hour for every
University/Group of Colleges or an Institution to make edge over others and maintain a lead
over their competitors. Our Research and Development team is committed to make your
institute(s) to maintain lead over their competitors.

1.6 MORE SERVICES:

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o ThinkNEXT offers various industry-ready programs so that student needs not to struggle
for jobs. ThinkNEXT offers 6 weeks/2 Months/6 Months training programs to make
students industry.

o ThinkNEXT is pioneer in providing best placements in Industry. We offer minimum five

job interviews for each student and provide 100% Placement Assistance.

o ThinkNEXT Offers Life-Time Validity Learning and Placement Card. Students

undergoing six months training will have advantage to learn free of cost anything against
that training program for life-time.

o ThinkNEXT offers Part-Time/Full Time Job Offer for each student during training so that
students can earn while they learn. Student can bear their food, accommodation and other
expenses on.

1.7 MANAGEMENT OF ThinkNEXT Technologies PVT.LTD.

BOARD OF DIRECTOR

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 Sunil Jindal

 Munish Mittal

 Ghansham Das

 Vikas Gupta

MANAGING DIRECTOR

 Sunil Jindal

MARKETING HEAD

 Munish Mittal

IT HEAD

 Mukesh Kumar

1.8 ACHIEVEMENTS

 Get Training under an ISO 9001:2008 Certified Company.

 Accredited Training Partner of National Institute of Electronics and Information

Technology, Department of Electronics and Information Technology, Ministry of
Communications Information Technology.
 Approved from Ministry of Corporate Affairs, Govt. of India. Corporate Identity No.
U72200PB2011PTCO35677
 Accredited Training Partner of ISTQB (International Software Testing Qualifications
Board).
 Member of CII (Confederation of Indian Industry) Membership No. N5238P.
 Industrial Training from Software/Electronics and CAD/CAM Systems development
Company (MNC) not just from a Training Institute

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CHAPTER - LITERATURE REVIEW

For a better understanding on the topic I had pulled data from different books, reports,
articles. These helped me in understanding the different views of different authors over the
same subject which is Digital Marketing (DM) and how it affects customer loyalty. Below
mentioned are few such materials which helped me in this project. A new way to measure
word-of –mouth marketing – Jacques Bughin, JONATHAN Doogan, and Ole Jorgen Vetvik

The book speaks about how the power of word-of-mouth marketing has grown in the last few
years. Digital revolution has amplified and accelerated a customer’s reach to the point where
word of mouth is no longer an act of intimate, one-on-one communication. Today, it also
operates on a one-to-many basic product reviews are posted online and opinions disseminated
through social networks.

Four ways to get more value from digital marketing – David C. EdelmanThe book speaks
about how the companies have started their focus towards customers. Through his study he
found that the most successful digital marketers focus on managing four core sources of
value. First, they coordinate their activities to engage the consumer throughout an
increasingly digital purchase journey. Second, they harness interest in their brands by
syndicating content that empowers the consumer to build his or her own marketing identity
and, in the process, to serve as a brand ambassador. Third, they recognize the need to think
like a large-scale multimedia publisher as they manage a staggering increase in the content
they create to support products. Segments, channels, and promotions. Finally, these marketers
strategically plot how to gather and use the plethora of digital data now available.

The New Rules of Marketing and PR (Second Edition) – David Meerman Scott. The book
speaks about how powerful the new channels of communication are and also how marketers
should use these channels for maximum benefits to the organization. The new channels being
Social Media Websites. Blogs, New Releases, Online video and viral Marketing.

It also speaks about how companies can instantly get into existing markets, connect with
customers quickly, and create products that grow ones business.

What Google would do? – Jeff Jarvis.The book speaks about how to reverse-engineer your
companies working. It also speaks about the success of the fastest growing company in the

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history of the world i.e. Google, the one company that truly understands how to succeed in
the internet age, and then take those lessons and apply them to a numbers of industries,
companies, and institutions.

Waiting For Your Cat to Bark? – Bryan & Jeffrey Eisenberg Evolving from the
assumption that customers have always behaved more like cats than dogs, Waiting for your
Cat to Bark examines how emerging media have undermined the effectiveness of prevailing
mass marketing models and created an unprecedented opportunity for businesses to redefine
how they communicate with customers by leveraging the power of increasingly
interconnected media channels.

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CHAPTER-OBJECTIVE OF THE PROJECT/STUDY

 To study the perception of consumer behaviour of traditional

marketing and digital marketing.

 To study the preference between traditional marketing and digital

marketing

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CHAPTER - RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

The research methodology defines what the activity of research is, how to proceed, how to
measure progress, and what constitutes success. It provides us an advancement of wealth of
human knowledge, tools of the trade to carry out research, tools to look at things in life
objectively; develops a critical and scientific attitude, disciplined thinking to observe
objectively (scientific deduction and inductive thinking); skills of research particularly in the
‘age of information’

RESEARCH DESIGN
POPULATION- A population is a summation of all the organisms of the same group or
species, which live in a particular geographical area and have the capabilities of
interbreeding.

SAMPLE-A sample is a set of individuals (a sample) chosen from a larger set a population.
Each individual is chosen randomly and entirely by chance, such that each individual has the
same probability of being chosen at any stage during the sampling process.

SAMPLE SIZE- The sample size that was taken into consideration was 20 employees. These
prospects were randomly selected from the sample area and were asked to fill questionnaire.

SAMPLING TECHNIQUE- A simple random sample is a set of individuals (a sample)

chosen from a larger set a population. Each individual is chosen randomly and entirely by
chance, such that each individual has the same probability of being chosen at any stage
during the sampling.

The sample size that was taken into consideration was 20 employees .These prospects were
randomly selected from the sample area and were asked to fill questionnaire.

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The questionnaire are being distributed to the various prospects in the sample area the
prospects involved are , college students , employees ,teachers etc.

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SAMPLING UNIT- In a multi stage sample , the sampling unit could be blocks , households
and individuals within the households .Sampling frame is the actual list of sampling units
from which the sample or some stage of the sample is selected. It is simply a list of the
study population.

DATA COLLECTION-The report is based on primary as well as secondary data, however

primary data collection is given more importance since it is overhearing factor in attitude
studies. Research is being done by primary data collection and primary data collection is
being done by interacting with various people. The secondary data has been collected through
various journals and websites.

Primary data: Primary data refers to information that is generated to meet the specific
requirement of the investigation at hand. The primary data will be collected through the
questionnaire from the employees of marketing field.

Secondary data: Secondary data is information that is collected for the purpose other than to
solve the specific problem under investigation. The secondary sources of data collection were
information obtained from books, magazines, websites and articles on the topic etc. In the
study, the researcher would use the secondary data to supplement the primary data.

TECHINIQUES OF ANALYSIS - The tools that were used for analyzing the data that have
been collected through the questionnaire and other sources are as follows:

1. Pie chart
2. Bar diagram
3. Column chart

DURATION OF THE STUDY: The project was a detailed study on the topic “digital
marketing strategies” was successfully completed within the time period of 2 months with the
guidance and support from the project guide.
.

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DATA AND RESEARCH ANALYSIS & INTERPRETATION

Ques. 1:- How many People prefer Digital Marketing in India?

Digital marketing RESPONDENTS

MALE 63%
FEMALE 37%

FEMALE; 37.00%

MALE; 63.00%

From the analysis of 50 respondents 63% of Male used digital marketing and 37% of Female
used digital marketing.

Ques. 2:- How many People prefer Traditional marketing in India?

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Traditional marketing RESPONDENTS

MALE 47%
FEMALE 53%

FEMALE
37.00%

MALE
63.00%

From the analysis of 50 respondents 47% of Male used digital marketing and 53% of Female
used digital marketing.

Ques. 3:- What is the perception of people about Digital Marketing?

PRECEPTION PERCENTAGE
VERY GOOD 6%

GOOD 62%

FAIR 28%

NOT GOOD 4%

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FAIR; 28.00% NOT GOOD; 4.00% VERY GOOD; 6.00%

GOOD; 62.00%

From the analysis of 50 respondents it can be determined that people who think digital
marketing is Very Good is 6%, as it is Good is 62%, as it is Fair is 28% and it is Not Good is
4%.

Ques. 4:-Which Marketing do you prefer?

Marketing RESPONDENTS
ORGANIC 67%
PAID 33%

PEOPLE

PAID; 33.00%

ORGANIC;
67.00%

From the analysis of 50 respondents it can be determined that 67% of people prefer organic
marketing and 33% of respondents prefer paid.

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Ques5:-How many customers are using the following vehicles as a part of their own
presence on Google/Search Engine?

Age group How many customers are using the following vehicles as a part of their own presence?

BLOG:
Mostly text GALLERY: ONLINE STORE – YOUR OWN SOCIAL
(like Photo gallery what kind? WEBSITE: MEDIA
Wordpress or Amazon aStore(or Public
Typepad) embedded links in site) website, FaceBook
Café Press Members-only Linked In
eBay store portions, log- MySpace
E commerce solution on in) Twitter
your website YouTube
Etsy store (for Other
handmade items – art,
crafts, glass,
percentage 10% 15% 25% 35% 15%

Series 1
blogs gallery online store
your own website social media

11.76%
41.18%

29.41%

17.65%

From above analysis 10% of people using Blogs and 15% of people using gallery and 25% of
people using online store 35% of people are using social media as a part of their own presence
on Google/Search Engine?

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Ques6:-Which part of Digital Marketing do ThinkNEXT Technologies Pvt. Ltd. mostly

Engage in for their own business?

ATTRIBUTES PERCENTAGE
SEARCH ENGINE OPTIMISATION (SEO) 23%

EMAIL MARKETING 17%

CONTENT MARKETING 29%

SOCIAL MEDIA MARKETING 20%

ONLINE ADVERTISING 11%

SEO; 23.56%

ONLINE ADVERTISING; 10.99%

SOCIAL MEDIA MARKETING;
19.90%

EMAIL MARKETING; 16.75%

CONTENT MARKETING; 28.80%

From the analysis of 50 respondents it can be determined that the ThinkNEXT Technologies
Pvt. Ltd. use 23% seo, 17% of Email marketing, 29% of content marketing, 20% of social
media marketing and 11% of online advertising .

Ques7:- Please rank these activities in terms of their importance to your own Marketing
in 2015?

ACTIVITIES INDEX BASED RANKING

SEO 149

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EMAIL MARKETING 142

PPC 90

ONLINE ADVETISING 77

CONTENT MARKETING 181

SOCIAL MEDIA MARKETING 172

Index-based ranking
200
180
160
140
120
100
80
60 Index-based ranking
40
20
0
o ng c g g g
se et pp tsin etn etn
k ve k k
ar ar ar
ia l m e ad t m a m
en i
Em lin nt ed
on co l m
cia
so

From above analysis Content Marketing have great importance to their own Marketing.

Ques-8 How Often do you seek advice / information about Digital Marketing from the
following media sources?

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50
45
40
35
30
25
20
15 Never
10 Rarely
Monthly
5 Weekly
0 daily
s s s es es s
og um rk sit in er
bl r tw
o b az
slet
fo we ag
l ne s ,m ew
a w s n
ci ne er ail
so ap Em
sp
ew
,s n
ok
bo

Ques9-Where do you get latest Information on your favourite brands?

Sr. No. Group No. of People

1. TV 31

2. INTERNET 32

3. RADIO 37

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No. of People

Need
31.00%
Both equally
37.00%

Want
32.00%

From analyzing of 50 respondents it will be consider that 37%people getting the latest
information about brand from radio and32% people from internet and 31% from TV.

Ques10:- Have you ever purchase anything online?

Sr. No. Group No. of People

1. Yes 19%

2. No 81%

No. of People

Yes; 19.00%

No; 81.00%

From the analysis of 50 respondents 19% of people purchase online and 81% of people are
not Purchase online.

Ques11:- Overall how effective do you consider these Marketing activities for your
business?

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Sr. No. Group No. of People %

1. Extremely likely 8 8

2. Very likely 13 13

3. Moderately likely 29 29

4. Slightly likely 35 35

5. Not at all likely 15 15

No. of People

Not at all likely; Extremely

8.00%
likely;
15.00%
Very likely; 13.00%

Slightly likely; Moderately likely;

35.00% 29.00%

From above analysis of 50 respondents 13% for the people marketing activities are very
likely effective for their business.

Ques12:-Where do you get information that ThinkNEXT Technologies Pvt. Ltd.

providing training to students?

INFORMATION FROM PERCENTAGE

FRIENDS AND FAMILY 60%

NEWSPAPERS 30%
INTERNET 10%

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70%

60%

50%

40%

Column2
30%

20%

10%

0%
friends and family newspaper internet

From the analysis of 50 respondents 60% of information that thinknexttraining.com

providing training to students from friends and family and 30% from newspaper and 10%
from internet.

Q13Which tool do the people use mostly while optimizing thinknexttraining.com ?

TOOL PERCENTAGE

GOOGLE WEBMASTER 60%

GOOGLE ANALYTIC 40%

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70%

60%

50%

40%

Column1
30%

20%

10%

0%
GOOGLE WEBMASTER GOOGLE ANALYTIC

From the analysis of 50 respondents 60% of people use google webmaster mostly while
optimizing thinknexttraining.com and 30% of people use google analytic.

Q14-Which of these following Aspects of the Internet do you use the Most?

EMAIL 30%
SOCIAL NETWORKING
20%

SHOPPING 10%

40%
OTHER

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percentage

email; 30.00%
others; 40.00%

social network-
shopping; ing; 20.00%
10.00%

From the analysis of 50 respondents 30% of the people are using internet for Email and 20%

of the people are using it for social networking and 10% of people are using it for shopping

and 40%people are using it for other.

Ques15:-Where do you get information that thinknexttraining.com providing training

to students?

INFORMATION FROM PERSENTAGE

FRIENDS AND FAMILY 10%

NEWSPAPERS 30%
INTERNET 60%

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PEOPLE

friends and family;

10.00%

newspapers; 30.00%
internet; 60.00%

From the analysis of 50 respondents 10% of information that thinknexttraining.com

providing training to students from friends and family and 30% from newspaper and 60%
from internet.

Ques16:-How much people satisfy with the service provided by Thinknext Technologies

Pvt. Ltd.?

SATISFY RESPONDENTS
YES 63%
NOT 37%

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NOT; 37.00%

YES; 63.00%

From the analysis of 50 respondents 63% of people satisfy and 37% of people are not satisfy
with the services provided by ThinkNEXT Technologies Pvt. Ltd.

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CHAPTER- FINDINGS AND CONCLUSION

FINDINGS

1. From the research it has been found that most people do not have habit to do digital
marketing. Hence digital marketing has to be pushed for sales,
2. It has been observed that SEO, SMO, PPC, SOCIAL MEDIA, E-MAIL etc.plays a
vital role in generating business.
3. From the analysis it can also be observed that the trend of Digital marketing is rising.
4. Mostly information that Thinknext Training.com providing training to students are
getting from friends and family
5. From the analysis it has been found that majority who prefer digital marketing are
men.
6. From the analysis it has been found that majority who prefer traditional marketing are
women.
From the data it has been found that service of ThinkNEXT Technologies Pvt. Ltd. is
satisfactory.

CONCLUSION
When the dominant logic of marketing is shifting from exchange of goods towards service,
digital marketing can help marketers improve their return on marketing and profitability by
building stronger relationship with their customers. Digital channels offer cost efficient
opportunities for marketers to keep frequently in touch with customers and improve
customer’s loyalty. With such prospects in mind, it is not surprising that the use of digital
channels in marketing is becoming an essential part of strategy in many companies. While
parts of Digital Marketing, such as web advertising, attitude toward a site, perceptions of
interactivity, and electronic service quality have been studied, integrated theories of Digital
Marketing are scare.

This project with its findings and case studies would hence help future marketers to make the
maximum use of Digital marketing by building stronger relationships with their customers.
The social networking phenomenon is dramatically changing the way people behave and,
consequently, offers news challenges and opportunities to the global media and advertising

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industry alike. If this magic formula is found, the benefits could be truly incredible, having
the potential to transform the potency of advertising across all forms of media to connect with
target audiences and overcome the current distrust consumers have with advertising.

The study suggests that proper digital marketing can:

 Help in building customer loyalty through increased frequency and proper content on
the websites.

 It is also seen that information processing triggered by regular brand communication

generates customer value and commitment. Increase in these; improve customer
loyalty, both attitudinal and behavioral.

 Personalization and interactivity moderate the effects of brand communication on

customer loyalty.

 Finally it is seen that customer characteristics, involvement, and relationship can also
act as moderators.

The proposed project is a primary research; however it has not been done on a large scale.
The sample size taken was only of 50 respondents. Secondary research has also been done
where in information on the subject has been taken from various books and the internet. In
addition there can be several other variables linked to this study that could support my
findings, however that would require a larger and more diversified sample size which in turn
would provide quality data on customers perceived value, commitment , information
processing, etc. and their link to customer loyalty.

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SUGGESTIONS AND LIMITATION OF STUDY

LIMITATION-

Nothing is free of cost, not even online marketing

Most people have the perception that digital advertising and digital branding isn't costly when
in reality it is. The digital advertising tools that companies make use of involving a high cost
as do the software and hardware. For every software being used, there is a fixed cost that a
company has to pay in order to keep the software running. Besides this online marketing
requires consultation with digital marketing agencies that provide digital marketing tips and
manage online pages at an agreed cost. Furthermore, experts dealing and managing online
pages charge a good amount and if a business itself wants to learn online marketing then
there will be a cost of taking a digital marketing course online.

The trust factor in Online marketing

The thing with traditional marketing ways is that there is a trust factor, even though the
Internet is a safe medium still people prefer traditional marketing ways over online marketing
in some cases. In cases where luxury goods are involved the internet cannot be chosen as a
medium of purchase. Take the example of a car which simply whose purchase decision
simply can't be made by getting information from a website and will require live interaction
between the consumer and the seller. Although a website can be used to provide information
regarding the specification, a purchase decision would only be made when the seller and the
buyer meet.

The issue of Internet fraud and cybercrime

The safety of Internet marketing is still a question as every day we get to hear about
cybercrime and internet fraud which makes people want to rely on traditional ways rather
than online marketing.

Website breakdown and no internet access

Online marketing rotates around the availability of internet and if the internet isn't available
people can't get access. It should be noted that everyone doesn't have internet hence a
business has to indulge in traditional methods. There is also the issue of literacy as everyone
isn't tech savvy and requires some sort of knowledge in order to operate the internet. Also if
there is an issue with the functioning of the website, a business may lose out on sales.

Continuous updating required

A website needs to be updated often on a daily basis because customers expect the business to
be dynamic and flexible. There will queries that need to be dealt with timely, for which a 24-
hour customer service needs to be present. If a website is outdated customers may shy away
and will not want to purchase.

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SUGGESTIONS

1. It would be interesting to dig deeper into Digital marketing. There could be researches
done to find out the impacts that Digital has had on marketing. How Internet has affected
marketing in general with focus on Digital marketing. Researching wide range of
companies to get a wide view of how Digital marketing is used in practice, how valuable
it is and why.

2. One interesting area to research on would be Internet marketing in different industries and
finding out if there are differences between the effect of Digital marketing in different
industries. Does the effect of Digital marketing depend on the products to be sold?

3. Since technology is developing all the time, it would be interesting to follow up the
development of marketing in general, it being affected by high technology.

4. The comparison model created by the authors in this thesis could be developed further.
It could contain more details about the advantages on both sides (traditional marketing
and Digital marketing). This could result in a more general comparison model that covers
more aspects on both approaches and that can be applied to all industries.

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QUESTIONNAIRES

Dear Sir/Madam

This questionnaire is part of a market study being conducted by me (CHAMPALI

SRIVASTAVA). The aim of the study is “study of new products traditional Marketing vs. digital
Marketing in uttar pradesh region and its market potential analysis” any information provided
would be used for academic purpose and kept confidential.

Please fill in your essential details for better understanding.

A) NAME

___________________________________________________________

B) GENDER Male Female

C) AGE:- ___________________________________________________________

D) MARITAL STATUS:-

Married

Unmarried

Other

E) Contact no ___________________________________________________________

1. Which technique is mostly used by the people for Marketing?

Core Marketing Digital Marketing

2. Would you prefer—

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Shopping online Shopping at local store

3. If you are using Core Marketing, then which of the following means do you currently use for
your Traditional Marketing or would like to use in the future?

Broachers Cards

T.V. Advertisement Other

4. Why People are using Digital Marketing?

Product Sale Customer service

Education Others

5. Which part of Digital Marketing do company engage in for their own business?

Search Engine Optimization (SEO) Pay per click advertising

{PPC)

Content marketing Social media marketing

6. Which of these following aspects of the Internet do you use the most?

Email
Social networking

Shopping

Other

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7. Overall how Effective do you consider these Marketing Activites for your business?

Extremely
Moderately likely
Not at all
likely Slightly Likely Likely Very Likely 10

0 1 2 3 4 5 6 7 8 9

9
8. Please rank these Activities in terms of their importance to your own marketing in 2015

SEO

Email marketing

Social media marketing

Online advertising

9. Where do you get information that ThinkNEXT Technologies Pvt. Ltd. providing training to
students?

Friends and Family Newspapers

Internet

10. Have you ever visit ThinkNEXT Technologies Pvt. Ltd.?

Yes No

11. What do you feel about ThinkNEXT Technologies Pvt. Ltd.?

very good Good

Fair Not good

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12. Which tool do you use while optimizing ThinkNEXT Technologies Pvt. Ltd.?

Google webmaster ERP

Google analytic Cloud campus

13. From the attributes mentioned, tick those which are best suited for thinknexttraining.com ?

SEO SMO

.NET PHP

JAVA TALLY

14. Are you satisfied with the ThinkNEXT Technologies Pvt. Ltd.?

Yes No

15. Mention any feature in which you thinknexttraining.com should improve on:

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REFERENCES

Books referred:

 Dave Chaffey et al. (2000), Internet Marketing: Strategy, Implementation and Practice,
Pearson Education Limited
 Hagel, J. & Armstrong, A.G. (1997), Net Gain - Expanding Markets through Virtual
Communities, Boston, MA: Harvard Business School Press
 Leedy, Paul D. and Ormrod, Jeanne Ellis, (2005) Practical research – planning and design,
8th edition, Pearson Merrill Prentice Hall, New Jersey
 Philip Kotler (2003), Marketing Management, Eleventh edition.

WEBSITES:

http://headstart.in/2008/09/09/where-is-digital-marketing-headed-to-in-india
 www.heartsofbrands.Se
 www.hm.com

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