CHAPTER 1
INTRODUCTION
1
,1.1 INTRODUCTION
Digital marketing is an industry which has become crucial for business for all sizes and in all
industries in today's internet driven age, therefore it is easy to so many entrepreneurial minded
individuals are starting their own marketing companies. Much like with any type of business there
are various challenges to running a successful digital marketing company along with a few unique
obstacles too.
The internet era has created a plethora of new opportunities for business. Using social media, one
cannot only share private pictures of celebrations but also earn to reach customers for once business.
People nowadays spend a lot of time on the internet looking for products the need to buy or gathering
information about products or services before making a purchase. As a result, businesses are honing
their digital marketing strategies in order to attract customers online.
The term, digital marketing refers to targeted, measurable, and interactive marketing of products or
services through the use of digital technologies to reach viewers, convert them into customers and
retain them .In a competitive market place where businesses compete for customers, customer
opinion is seen as a key differentiator and increasingly has become a key element of business
strategy.
Customer satisfaction is defined as, “the number of customers, percentage of total customers,
whose reported experience with a company, its product or services (rating) exceeds specified
satisfaction goals.
Through this study, we are trying to figure out customer opinion on digital marketing services. There
are several firms offering different digital marketing services. We conducted our study at Ultimum
pilae league pvt.Ltd.
2
, 1.2. LITERATURE REVIEW
Dave Chaffey (2002) defines internet marketing as “Applying Digital technologies which form
online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to
marketing activities aimed at achieving profitable acquisition and retention of customers (within a
multi-channel buying process and customer lifecycle) through improving our customer knowledge
(of their profiles, behavior , value and loyalty drivers), then delivering integrated targeted
communications and online services that match their individual needs.” Chaffey's definition
reflects the relationship marketing concept, it emphasis that it should not be technology that drives
Electronic marketing, but the business model.
Mort et al. (2002) has stated that today, monotonous advertising and marketing techniques have
given way to digital marketing. In addition, it is so powerful that it can help revive the economy
and can create tremendous opportunities for governments to function in a more efficient manner
(Munshi, 2012). Firms in Singapore have tested the success of digital marketing tools as being
effective and useful for achieving results. (Teo, 2005). More importantly, growth in digital
marketing has been due to the rapid advances in technologies and changing market dynamics.
Chaston & Mangles (2003) examined the influence of marketing style on the utilization of the
Internet among small UK manufacturing firms. They employed a quantitative methodology to
determine whether, in business-to-business markets, the Internet is a technology that will be
managed differently by firms that have adopted a relationship versus a transactional marketing
orientation. The research was conducted through mailed questionnaires on a sample of 298 UK
small firms (manufacturers of mechanical or electronic components / their primary area of activity
is business to-business marketing / have between 10-50 employees / not branch plants of British or
multinational organizations). Insufficient evidence was found to support the view that relationship-
orientated firms, when compared with transaction ally-orientated competitors, exhibit differing
perceptions about the nature of online markets.
Wixom & Todd (2005) has explained in his article there are some elements that affect the organic
listings such as content, keyword, inbound links, tags and the page rank of a website, and so on.
3
, The work of a business is trying to get as high ranking as feasible on the result page and
improving those elements concerned.
Mangold&Faulds (2009) has stated that the word-of-mouth is linked with creating new members
and increasing traffic on the website, pages or online events which in return increases the visibility
in terms of marketing communication. Facebook, the most popular tool for social
communications, has opened the door for marketers to communicate with millions of people about
products and services and has opened new marketing opportunities. Ensuring this to be successful
it is required for the business to setup effective communication strategies to engage the customers
and enhancing their experience on specific product or service.
Curran et al. (2011) have discussed social media sites such as Facebook are better than other
advertising avenues because it stores information on all its users thus ensuring marketing reaches a
retailer‟s specific target market. Social media sites are a great stage for retailers to create an
experience and retailers can use information stored on social media sites to improve user
experience with their brand.
Shankar et al. (2011) in their research determined that retailers can increase awareness of their
brand by being creative when engaging customers on social media sites. “As more shoppers are
using social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for
marketing shopping decisions, promotion through these media has become important”.
Hanna et al. (2011) has stated that marketing professional must truly understand online social
marketing campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation to the
young audience accessibility to social media and usage. It is important that strategic integration
approaches are adopted in organization‟s marketing communication plan.
Salehi M. et al.(2012) compares both internet based as well as traditional marketing, digital
marketing is more economical and faster way to reach out to buyer directly, and is the ideal way
for business to advertise locally or internationally. As the result in case of comparison; both types
4
INTRODUCTION
1
,1.1 INTRODUCTION
Digital marketing is an industry which has become crucial for business for all sizes and in all
industries in today's internet driven age, therefore it is easy to so many entrepreneurial minded
individuals are starting their own marketing companies. Much like with any type of business there
are various challenges to running a successful digital marketing company along with a few unique
obstacles too.
The internet era has created a plethora of new opportunities for business. Using social media, one
cannot only share private pictures of celebrations but also earn to reach customers for once business.
People nowadays spend a lot of time on the internet looking for products the need to buy or gathering
information about products or services before making a purchase. As a result, businesses are honing
their digital marketing strategies in order to attract customers online.
The term, digital marketing refers to targeted, measurable, and interactive marketing of products or
services through the use of digital technologies to reach viewers, convert them into customers and
retain them .In a competitive market place where businesses compete for customers, customer
opinion is seen as a key differentiator and increasingly has become a key element of business
strategy.
Customer satisfaction is defined as, “the number of customers, percentage of total customers,
whose reported experience with a company, its product or services (rating) exceeds specified
satisfaction goals.
Through this study, we are trying to figure out customer opinion on digital marketing services. There
are several firms offering different digital marketing services. We conducted our study at Ultimum
pilae league pvt.Ltd.
2
, 1.2. LITERATURE REVIEW
Dave Chaffey (2002) defines internet marketing as “Applying Digital technologies which form
online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to
marketing activities aimed at achieving profitable acquisition and retention of customers (within a
multi-channel buying process and customer lifecycle) through improving our customer knowledge
(of their profiles, behavior , value and loyalty drivers), then delivering integrated targeted
communications and online services that match their individual needs.” Chaffey's definition
reflects the relationship marketing concept, it emphasis that it should not be technology that drives
Electronic marketing, but the business model.
Mort et al. (2002) has stated that today, monotonous advertising and marketing techniques have
given way to digital marketing. In addition, it is so powerful that it can help revive the economy
and can create tremendous opportunities for governments to function in a more efficient manner
(Munshi, 2012). Firms in Singapore have tested the success of digital marketing tools as being
effective and useful for achieving results. (Teo, 2005). More importantly, growth in digital
marketing has been due to the rapid advances in technologies and changing market dynamics.
Chaston & Mangles (2003) examined the influence of marketing style on the utilization of the
Internet among small UK manufacturing firms. They employed a quantitative methodology to
determine whether, in business-to-business markets, the Internet is a technology that will be
managed differently by firms that have adopted a relationship versus a transactional marketing
orientation. The research was conducted through mailed questionnaires on a sample of 298 UK
small firms (manufacturers of mechanical or electronic components / their primary area of activity
is business to-business marketing / have between 10-50 employees / not branch plants of British or
multinational organizations). Insufficient evidence was found to support the view that relationship-
orientated firms, when compared with transaction ally-orientated competitors, exhibit differing
perceptions about the nature of online markets.
Wixom & Todd (2005) has explained in his article there are some elements that affect the organic
listings such as content, keyword, inbound links, tags and the page rank of a website, and so on.
3
, The work of a business is trying to get as high ranking as feasible on the result page and
improving those elements concerned.
Mangold&Faulds (2009) has stated that the word-of-mouth is linked with creating new members
and increasing traffic on the website, pages or online events which in return increases the visibility
in terms of marketing communication. Facebook, the most popular tool for social
communications, has opened the door for marketers to communicate with millions of people about
products and services and has opened new marketing opportunities. Ensuring this to be successful
it is required for the business to setup effective communication strategies to engage the customers
and enhancing their experience on specific product or service.
Curran et al. (2011) have discussed social media sites such as Facebook are better than other
advertising avenues because it stores information on all its users thus ensuring marketing reaches a
retailer‟s specific target market. Social media sites are a great stage for retailers to create an
experience and retailers can use information stored on social media sites to improve user
experience with their brand.
Shankar et al. (2011) in their research determined that retailers can increase awareness of their
brand by being creative when engaging customers on social media sites. “As more shoppers are
using social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for
marketing shopping decisions, promotion through these media has become important”.
Hanna et al. (2011) has stated that marketing professional must truly understand online social
marketing campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation to the
young audience accessibility to social media and usage. It is important that strategic integration
approaches are adopted in organization‟s marketing communication plan.
Salehi M. et al.(2012) compares both internet based as well as traditional marketing, digital
marketing is more economical and faster way to reach out to buyer directly, and is the ideal way
for business to advertise locally or internationally. As the result in case of comparison; both types
4
