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CHAPTER-1
INTRODUCTION











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1.1- What is digital marketing?
Digital Marketing is the promoting of brands using all forms of digital
advertising channels to reach consumers.
This includes;-
Television
Radio
Internet
Mobile
And any other form of digital media.
Whilst digital marketing does include many of the techniques and
practices contained within the category of Internet Marketing, it extends
beyond this by including other channels with which to reach people that
do not require the use of The Internet.
Previously seen as a stand-alone service in its own right, it is frequently
being seen as a domain that can and does cover most, if not all, of the
more traditional marketing areas such as Direct Marketing by providing
the same method of communicating with an audience but in a digital
fashion. Digital is now being broadened to support the "servicing" and
"engagement" of customers.

Digital Marketing Media
The digital marketing sector uses many different digital marketing media
channels, such as:
Cell phone Short Message Service (SMS) text messages
Really Simple Syndication (RSS) feeds
Prodcasts
Voice Broadcast
Video E-mails
Banner ads on affiliate websites
Outdoor digital displays
Websites
Blogs

1.2- Strategies for Digital Marketing:
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There are two basic digital marketing strategies used by current and
potential customers. These two types of digital marketing are called the
Push and the Pull. Their methodology for providing information to
customers works as follows:

Pull digital marketing the customer seeks information about products
and/or services by visiting the companys sources of information
searching for the specific product or service information. They are
basically requesting to view this specific content. These are typically
located in websites, blogs, streaming audio and video sources.
Customers have found related information on other websites or been
directed to the companys sources by a referring website to find the
information.

Push digital marketing customers are provided information by
receiving or viewing advertisements digitally, such as: SMS, RSS,
cellphone calls, etc., as subscribers of the latest product and service
information provided by the company.


Both have their advantages and disadvantages. For example:

Pull advantages no restrictions on file size, no opt-in requirements,
and low technology requirements for the company.
Pull disadvantages marketing required, little tracking of visitors, and
no personalization to keep the visitors coming back.
Push advantages personalization of messages, high conversation rate,
and detailed tracking of customer choices.
Push disadvantages requires Can Spam Act 2003 compliance, most
customers must opt-in, can be blocked, simply opt-out, and requires
delivery technology.
Digital Marketing Solutions
Digital marketing solutions include the use of multiple channels of
delivery, along with the use of both Push and Pull digital marketing
techniques. Both of these are used to deliver messages and information
about products and services to customers, along with any others who
submit inquiries. Digital market campaigns have yielded greater
conversion rates for affiliates than e-marketing strategy alone, because it
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is not restricted to the Internet. It may seem to be hard to believe,
however, there are many people in this country who do not own a
computer or have access to the Internet. Although almost everyone has a
cellphone, MP3 player, iPod, and views outdoor digital displays.
1.3- Difference between digital marketing and Internet marketing?

The big difference is in the type of marketing techniques used. Internet
marketing, although using the digital Internet, focuses on every means of
getting information to potential customers about products and services a
merchant is offering using only the Internet. Digital marketing uses all the
channels available in the digital media to get information to customers,
and it does not limit itself to the Internet.

1.4- Difference between traditional marketing & digital marketing?

Traditional Marketing Concept Digital Marketing
Make only what you can sell
instead of trying to sell what
you make.
Use technology that enables
customers to customize what
you make.
Do not focus on the product;
focus on the need that it
satisfies.
Focus on the products
perceived value, as well as
the need that it satisfies.
Market products and services
that match customers needs
better than competitors
offerings.
Utilize an understanding of
customer needs to develop
offerings that customers
perceive as more valuable
than competitors offerings.






Digital Marketing and Multi-Channel Communications
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While digital marketing is effective using one message type, it is much
more successful when a marketer combines multiple channels in the
message campaigns.
For example, if a company is trying to promote a new product release,
they could send out an email message or text campaign individually.
This, if properly executed, could yield positive results.
However, this same campaign could be exponentially improved if
multiple message types are implemented. An email could be sent to a list
of potential customers with a special offer for those that also include their
cell phone number. A couple of days later, a follow up campaign would
be sent via text message (SMS) with the special offer. Push and pull
message technologies can also be used in conjunction with each other.
For example, an email campaign can include a banner ad or link to a
content download. This enables a marketer to have the best of both
worlds in terms of their marketing method.


1.5- Some Digital Marketing Terms:

Banner Ad
An advertisement that appears on a Web page, most commonly at the top
(header) or bottom (footer) of the page. Designed to have the user click
on it for more information.

Blog
Shortened from web log a blog is a user-generated Web site where
entries are made in journal style and displayed in a reverse chronological
order.

Campaign
A campaign is a specific message being sent to a specific group of
recipients.



Digital Brand Engagement
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It is brand and consumer interaction through the Internet. This includes
all aspects of dialogue through the social web and on the brand's own
website

SEM
Search engine marketing is a form of Internet marketing that seeks to
promote websites by increasing their visibility in search engine result
pages.

Cost Per Click
Refers to the amount of money an advertiser pays search engines and
other Internet publishers for a single click on its advertisement that brings
one visitor to its website.


Instant Messaging
Instant messaging (often shortened to IM) is a type of communications
service that enables you to create a kind of private chat room with another
individual in order to communicate in real time over the Internet.

RSS
RSS or Real Simple Syndication is technology designed to allow users to
subscribe to a specific content feed and be automatically alerted when
new updates are available.

SMS
SMS (Short Message Service) is a one-way text message sent via a cell
phone. It is usually received via the subscribers' text message inbox on
their cell phone and can be a maximum of 160 characters per message.

Spam
An email message that is unwanted by the recipient is called spam.
Legitimate emails can sometimes be incorrectly identified as spam and is
a growing problem.

Web Video
Short promotional video clip is designed to be displayed on a website or
many websites such as youtube.
1.6- The Reach of Digital marketing
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Lets start with the statistics : 40 million internet users in India or 3% of
Indias population represent around 55% of household buying budgets.

However, compared to the $100 million (Rs 400 crore) of digital
marketing spend in India, print and TV ad spends are way higher at Rs
17,000 crores, which is 40 times that of digital ad spends. The scope for
reaching a consumer using digital media can be best guaged by the
Google trends where the maximum searches for products such as mobile
phones and laptops are originating from India !

Thus, Digital Marketing is the practice of promoting products and
services using digital distribution channels to reach consumers in a
timely, relevant, personal and cost-effective manner.


Engaging the Consumer

Digital media seems to be selling on performance more than print and TV
campaigns.The probability of engaging with the consumer is one thing
that most agencies seem to have worked out methodologies for, which
includes parameters such as number of ad units running simultaneously
on a page at a point in time, the size of ads, the nature of the publishing
property itself and many more.
One point that came out strongly is that marketers and agencies need to
understand and act on the complementary nature of offline and online
campaigns.


Impact of Digital Technologies:

Consumers have more power and access to information
Marketers can gather more information about consumers
The exchange between marketer and customers is interactive and
instantaneous and goes beyond the PC.
Marketers must offer more products and services.

An observation made by a media agency is that 16% of all Google ads
served were clicked through. But does clicking through an ad suggest that
it had an impact on a consumers purchase decision ? Making an impact
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on the consumer could require empowering a user to have unfettered
communication with his contacts about the brand, enabling viewers to
interact with the brands promoter and promoting the brand in a
contextually relevant publishing environment. Interactive widgets and an
ad with integration to a users social networks is being pointed out as a
tool that holds promise.


1.7- Digital marketing strategies on consumer behaviour:
As they seek to drive sales via the mobile channel, retailers need to
develop strategies and initiatives that address each stage of the
consumer purchase funnel: awareness, engagement, consideration,
conversion and loyalty. Many retailers have turned to fully enabled
mobile sites in order to best exploit the channel.
Forward-thinking retailers are devising mobile strategies to address
each stage in the consumer purchase funnelawareness,
engagement, consideration, conversion and loyalty. Retailers are
using diverse tactics like text alerts and couponsas well as
making product ratings and reviews, store locators, barcode scans,
location-based apps and social media feeds available to help
facilitate each stage of the consumers mobile experience.
The surge in mobile shopping is driven largely by the increasing
penetration of smart phones. Savvy retailers will also work hard to
integrate social media and location-based apps with mobile tactics
to aid consumer decision-making. Providing access to social feeds,
networks and location-based apps aids shoppers in the engagement
and consideration phases and engenders loyalty by offering
consumers helpful resources that will encourage them to return for
more shopping.

Digitals influence in purchase considerations requires retailers and
brand marketers to pay more attention to devising relevant shopper
marketing strategies. As digital and shopper marketing tactics
begin to converge, retailers and brand marketers need to identify
and navigate overlapping points of influenceonline, offline and
in-storethat impact consumer decision-making. This will help
them configure specific opportunities to influence purchase and
loyalty at each stage of a consumers path to purchase.
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Effective shopper marketing programs include tactics for retailers
and brands to interact with consumers in all three phases of the
shopping process: pre-shop, in-store and post-shop.


1.8- Ten reasons why to adopt a Digital Online channel strategy?

1 - Youre directionless
Companies without a digital strategy dont have clear strategic goals for
what they want to achieve online in terms of gaining new customers or
building deeper relationships with existing ones. And if you dont have
goals you likely dont put enough resources to reach the goals and you
dont evaluate through analytics whether youre achieving those goals.


2 - You wont know your online market share
Customer demand for online services may be underestimated if you
havent researched this. Perhaps more importantly you wont understand
your online marketplace the dynamics will be different to traditional
channels with different types of customer profile and behaviour,
competitors, propositions and options for marketing communications.


3 - Existing and start-up competitors will gain market share
If youre not devoting enough resources to digital marketing or youre
using an ad-hoc approach with no clearly defined strategies, then your
competitors will eat your digital lunch!


4 - You dont have a powerful online value proposition
A clearly defined online customer value proposition will help you
differentiate your online service encouraging existing and new customers
to engage initially and stay loyal.


5 - You dont know your online customers well enough
Its often said that digital is the most measurable medium ever. But
Google Analytics and similar will only tell you volumes not sentiment.
You need to use other forms of website user feedback tools to identify
your weak points and then address them.

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6 - Youre not integrated (disintegrated!)
Its all too common for digital to be completed in silos whether thats a
specialist digital marketer, sitting in IT or a separate digital agency. Its
easier that way to package digital marketing into a convenient chunk. But
of course its less effective. Everyone agrees that digital media work best
when integrated with traditional media and response channels.

7 - Digital doesnt have enough people/budget given its importance
Insufficient resource will be devoted to both planning and executing e-
marketing and there is likely to be a lack of specific specialist e-
marketing skills which will make it difficult to respond to competitive
threats effectively.

8 - Youre wasting money and time through duplication
Even if you do have sufficient resource it may be wasted. This is
particularly the case in larger companies where you see different parts of
the marketing organization purchasing different tools or using different
agencies for performing similar online marketing tasks.

9 - Youre not agile enough to catchup or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco,
Apple, theyre all dynamic trialing new approaches to gain or keep their
online audiences.

10 - Youre not optimising
Every company with a website will have analytics, but many senior
managers dont ensure that their teams make or have the time to review
and act on them. Once a strategy enables you to get the basics right, then
you can progress to continuous improvement of the key aspects like
search marketing, site user experience, email and social media marketing.

1.9- Ten Reasons why to adopt for a Digital Mobile strategy?
Mobile marketing is gaining popularity among business owners.SMS,
WAP, MMS, mobile-friendly websites and mobile applications are some
of the most commonly used mobile marketing tactics and technologies,
each of them with different purposes and use. Here are some advantages
of marketing via mobile messaging over a conventional marketing
strategy.
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1. SMS marketing is more affordable than conventional advertising
campaigns.
2. It is simple to set up and manage. You can launch a mobile campaign
in 24 hours.
3. It allows you to interact with your target market at an individualized
level. Have an open communication with your customers and hear what
they have to say about your business.
4. Gain control over messages. You can control the messages you send to
your customers so they get the information they need when they need it
like a lunch promo text message a few hours before lunch time.
5. Receive prompt consumer responses. Because you send opportune
messages, your consumers are able to respond accordingly.
6. It promotes brand awareness through proper marketing integration. A
mobile campaign is easy to integrate with the current advertising strategy
that you are using.
7. Your customers can choose the information they like to receive from
you. This way, you can be sure your messages are always read and not
trashed or treated like a spam mail.
8. Text message marketing helps you build a loyal consumer population
by making sure your customers are always informed about your business.
9. It easily attracts new customers. A single text message can be
forwarded to tons of people, especially if you are offering a very good
deal.
10. Track customer responsiveness to your ads. With mobile marketing,
you can track your campaign's progress and easily change it if you're not
getting the response you want to have.
1.10- Branded applications vs. Syndicated (Generic) applications
Retailers need to consider the decision of creating their own branded
digital services vs. creating a unique digital brand image as part of
generic services. This is a strategic decision with multiple critical
implications.

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Convenience to Digital Shopper: For example, in the case of
digital offers and coupons that can be clipped into a digital
wallet and electronically redeemed at the POS through a loyalty
card, syndicated services provide a greater convenience vs.
consumers having to work with 10 different applications from
10 different retailers. One-stop applications that consolidate
mobile services across brands and retailers have the advantage
of providing more convenience to digital shoppers.

Market Reach: Syndicated applications also have the
advantage over branded applications in terms of reaching out to
larger consumer markets. This is simply due to utilization of
more distribution channels including all participating retailers'
and brands' marketing channels as well as their own channels.

1:1 Marketing: Most generic mobile marketing applications
today do not have capabilities to target consumers based on
demographics, shopping history or geography. For example,
Cellfire, which is a mobile coupon service, offers same coupons
to all shoppers located anywhere in the United States. Several
large retailers, on the other hand, are developing their own
branded applications for enabling more targeted 1:1 marketing.

Total Cost of Ownership & Time to Market: Every marketer
has a "cool" idea to take into the digital world but time-to-
market and cost of entry can be overwhelming. Generic
applications have a significant advantage over branded
applications in terms of lower cost and faster time-to-market;
however, out-of-the-box functionality of generic applications
may not fit the requirements in many cases.



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Custom Widget and Functionality Development: Ability to
create unique functionality based on each retailer's go-to-market
strategy and business model is crucial but most generic mobile
applications do not support this capability.

Intellectual Property (IP) & Customer Data Privacy: The
way retailers cluster their consumers and unique marketing
strategies targeted to these segments or "personas" are
important pieces of a retailers' intellectual property and
therefore it is extremely confidential. While internally
developed (branded) applications ensure the protection of
strategic assets, generic application providers need to find out
creative ways of addressing this issue.

Large Integration Capability: Mobile marketing strategy
should be in sync with overall digital and traditional marketing
strategies and events and the efficient management of this
process requires mobile applications to be integrated in larger
CRM systems. However, most application providers lack large
integration capabilities.

Shopper Loyalty: Several factors mentioned above, such as
convenience, 1:1 marketing and custom functionalities
(widgets) are key drivers to create shopper loyalty and no
branded or generic application provides the best approach
across these areas for creating shopper loyalty. Branded
applications can drive more loyalty, however lack the larger
market reach as mentioned above.
In order to utilize the advantages of both branded and generic approaches
and to avoid the shortcomings of both, a hybrid approach is always better,
in which a generic application with certain out-of-the-box functionality
can be customized for retailers' needs and integrated into larger CRM
programs. This approach reduces the total cost of ownership and time to
market, generates direct ad revenue for retailers while protecting retailers'
IP and customer data privacy.
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It can also be branded based on shopper loyalty preferences and through
sponsored widgets, while taking advantage of the high market reach
potential of a generic mobile service. Digital and physical stores converge
with use of mobile phones. Measuring the effectiveness of digital
marketing programs in the physical world through automated analytics
and insights is a key capability for continuous learning and improvement
of future programs.

1.11- Trends for 2011
As the economy chugs toward recovery, online ad spending will continue
to grow. This is partly because of the economic instability itself, which
has caused many marketers, including large brands, to shift big portions
of budget from traditional media to digital. And of course digital channels
are where the consumers are.
Developments in the online ad buying process, changes in the way
marketers target their audiences and concerns about privacy will all shape
the face of online advertising in the coming years. And social media, now
a must-have for many marketers, will continue to see more dollars and
more attention.

Mobile will also continue to gain importance, as location-based services
grow in sophistication and smartphones become key to retail strategies.
Socialization in retail will grow as well, as consumers include friends in
the ecommerce experience.

Trend 1- Content / engagement strategy

We all know that Content is King was the mantra through the 1990s
and then Context was Queen. Today we realize that exceptional content
is the key to acquiring customers through search engine optimization and
social media as part of inbound marketing. Its also essential to keep
customers engaged with a brand via different touchpoints like the
website, social outposts, email marketing and apps.
And of course, its not just text content, video content, podcasts, apps all
to match all preferences.



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Trend 2- Digital Marketing Optimization

In the beginning there was search engine optimization, then conversion
rate optimization and social media optimization .The analytical tools
available to digital marketers enable analysis and optimization of
performance as provided by many agencies in these fields. Integration of
toolsets through APIs and XML feeds has supported the growth of a rich
set of free and paid tools. See the Google Analytics Application Gallery
for the wealth of tools available.

Trend 3- Right Touching
The prospects and customers increasingly use multiple channels when
selecting products and services switching between digital media and
traditional media. So its important to understand their preferences and
facilitate switching from print to online and vice versa.Since outbound
contacts are still vital in selecting the right print or email message
frequency and message according to position in the lifecycle helps repeat
sales. Smart companies have developed an automated email lifecycle with
the right business rules to maximize engagement and sale.


Trend 4- Social media marketing

You may have heard of this People dont go online to surf the web
today, they Facebook. Every company needs a Facebook strategy and
the right resources to manage it unless their brand is so badly perceived it
will do more harm than good. Twitter may be more important. Well look
at some examples that show that success in an individual social media is
achieved by understanding what you want to achieve from each channel,
a clear idea of the value proposition and then resourcing it to deliver. But
its underpinned by having the right content and touch strategies to
integrate with other channels.


Trend 5- The resurgence of display advertising

Resurgence may be overstating it but many companies have found the
newer remarketing and retargeting options available through established
ad networks and Googles new Ad words Remarketing feature effective.
Using weighted attribution studies can also help establish the value of the
display advertising halo effect.

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Trend 6- Mobile Strategy

The growth in use of Apple App store has been phenomenal; increasing
by several billions of downloads in 2010. Meanwhile other handset
manufacturers are achieving success with apps, although Apple still has
over two thirds of the market by download. Mobile app strategy will help
in future.


Trend 7- Googlization

In many countries, including the UK Google still drives the majority of
traffic or it should if you get your SEO and PPC right. Its increasingly
important for generating awareness and display through the new Googled
Display (formerly content) network too which in 2010 saw remarketing
added. Google is so important for most pure plays that you could say you
need a specific Google Strategy. A Google strategy requires an intimate
understanding of your online marketplace or ecosystem.

Trend 8- Online channel integration


With growth of importance of social media channels it has been
suggested that email marketing is dead or less relevant. The belief is that
the two work best in an integrated way.


Trend 9- Touchpoint attribution

Since online conversion to sale may occur over several site visits, its
important to analyse and attribute sale to all of the channels that
contributed, not just the last click. Online marketers have been grappling
with this for a long time, but in 2010 these cases show that more
companies got on top of this.


Trend 10- Privacy wars

Many of the keys to success online have a dirty secret they rely on
cookies. From Google Analytics to Remarketing to on-site
personalization, persistent cookies are needed to track and target
behavior.
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But the media are intent on scaring consumers about threats to their
privacy so unless marketers take action were going to lose some of the
greatest benefits of online medias which will negatively affect marketers.


Trend 11 Digital marketing = Marketing?

We can no longer call digital media new now. With an increasing amount
of media consumption and media spend migrating online, some are
suggesting we dont need a separate discipline of digital marketing, we
dont need separate digital strategies, but integration is the name of the
game.



















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CHAPTER-2
OBJECTIVES












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OBJECTIVES:
To study the effectiveness of digital marketing in smartphones &
laptop industry
To study the impact of digital marketing on consumer buying
process




















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CHAPTER-3
REVIEW OF LITERATURE












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Zeldman, 2002 states that the web is a unique communications
medium in that it encourages human interaction instead of passive
consumption, making it fundamental to have a well-designed site
that engages your visitor, while branding your image
simultaneously. To achieve a well designed website that
communicates a given brand effectively, a variety of
specializations must be at play, including digital marketing
specialists, graphic / interface designers, information architects,
content producers, and programmers. The nature of the web gives
digital marketing specialists and developers the ability to uniquely
track users within a given website or digital architecture. It is this
special perspective that makes the web so tantalizing to advertising
and marketing practitioners. Visitors' behaviors can be tracked
throughout a website, letting the client know which pages are most
usable, i.e. popular and those that need renovation. Digital
marketing specialists can use this information to drive content and
layout to the special needs of their target visitor. The most
prominent tools for tracking a website's usability are traffic
analysis tools (i.e. data collection and mining tools) and site
validation tools. The usability and accessibility of a website tie
directly to a users experience when they interact with your brand
online. If a given website is not friendly to current customers,
visually impaired or otherwise disabled customers, and first-time
visitors, then that share of the market and brand community has
been lost. If a potential customer is unable to efficiently and
effectively accomplish their goals on a website, he/she is on to the
next one, with a more intuitive, user-friendly interface.

Nielsen (2000) aptly describes this phenomenon in his book
Designing Web Usability, "Usability rules the Web. Simply stated,
if the customer can't find a product, then he or she will not buy it.
The Web is the ultimate customer empowering environment. He or
she who clicks the mouse gets to decide everything. It is so easy to
go elsewhere; all the competitors in the world are but a mouse click
away. A dysfunctional website not only loses dollars in sales, but
also reflects poorly on the brand the website represents. Hence the
need for the integration of usability standards and tactics into every
website plan from the beginning.

Nielsen, 2000 states that the web, being the ever-changing medium
that it is, is well suited to the idea of "digital Darwinism" meaning
that those websites who perform the best and most quickly adapt to
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change will be those that survive into the next phase of the online
progression. This idea ties to usability, web consumers and the
developers of digital environments. Consumers wish to navigate
the web with ease and in a timely manner. Developers wish to
provide this service seamlessly but sometimes don't have the
appropriate directive to get them there. Usability specialists wish to
represent the user and have an appropriate impact on the finished
product. In order to serve both the consumer and creator, websites
must be scalable in terms of content delivery and structure, be
accessible from every angle, and be relevant both in terms of time
spent on the project and time spent by consumers on the website.
Digital marketing practitioners must be keen to the idea that
usability is a necessity, not an afterthought. Every moment a
consumer spends with a given brand online is important and makes
an impact.
Horrigan, 2009 states that according to the Pew Research Center,
more than 71 percent of adults in the United States currently access
the internet at some point in their daily lives, from home, work, and
any number of public locations. More than half of American adults
have accessed the internet from a mobile device.

As per Lipsman, 2009 .comScore data suggest that smartphone
penetration, which encompasses web-enabled mobile phones such
as BlackBerries and iPhones, accounts for more than 20 percent of
the U.S. mobile phone market, and that number is growing rapidly.
Mobile phones have quickly become one of the central
communication and information channels for most adults in the
United States.

Aubusson, Schuck et al. 2009, (p. 2). argued that Mobile devices
are becoming ubiquitous. If this is the case, then the question of
why mobile technology is not being implemented and integrated
into the education industry needs to be addressed. The theorists
continue to suggest that, this together with the ease with which
they can be accessed suggests that their use for mobile learning
could be a valuable tool for both students and teachers

Qualman (2009) suggests we are amidst another revolution, one
that is people driven facilitated by social media, whereby everyday
people post the news, recommendations, new software and the
likes using the tools of social media. On a day to day basis we are
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able to keep in touch with friends around the globe and carry out
business meetings from the comfort of our own homes. With the
rise of the internet and now Web 2.0; the new interactive
technologies arising in new media, our media consumption
patterns are also shifting.

Palmer & Koenig-Lewis 2009,put forth the idea that our era is one
of demassification allowing individuals to pick and choose among
a large amount of media, permitting tailored messages for every
need. It has further been suggested that traditional media such as
newspapers and magazines are in decline as the main source of
information for young adults. The power of social media lies in its
ability to quickly and cheaply share information to the masses and
individuals are fully adopting it as it allows for interactive
communication between unlimited parties whilst also limiting their
intake to what truly interests them.

Ruggiero (2000) insists that the vast media choices presented by
new technology emphasize the significance of understanding
motivation and satisfaction of the audience. Thus it is important
that organizations understand the needs, desires and motivations of
the consumer and offer communications which help create and
maintain a relationship. Consumers are seeking two-way
communication with their brands and selectively processing their
information of choice emphasizing a need for companies to create
a triadic relationship between them, the consumer and the network
the consumer communicates through .

Livingston 2004 states that mobile learning allows learning to take
place away from the traditional classroom setting. Due to the
recent Smartphone explosion this type of learning experience can
now be fully realized as the modern mobile phone has become the
Swiss Army Knife of the 21st century

Nardi, Whittaker and Bradner (2000) found that IM allowed
individuals to complete tasks more quickly, since others were
likely to respond quickly to instant messages. Hefound a number
of uses for IM, including quick questions and clarifications,
coordination, scheduling, keeping in touch with friends and family
outside of work, and conducting impromptu social meetings

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Ling and Sundsy 2009, (p. 2) state that one device that epitomizes
the advancement in mobile technology is the Apple iPhone, the
functions of which include WIFI/GPS-positioning solutions, a
multi-touch screen and an accelerometer that automatically
reconfigures the screen from landscape to portrait format when the
phone is rotated .The educational permutations of this device are
significant as location-specific and augmented reality experiences,
as well as the data collection and collaborative categories, can now
be integrated into teaching and learning.

According to Castells (2000) the information technology
revolution has restructured the material basis of society. The new
communication systems offer a universal digital language and
have globally integrated words and images of our cultures as well
as customized them to individuals needs. It is suggested that new
types and channels of communication are being created through
the growth of interactive digital networks, which in turn are both
structuring and being structured by life.

Castells {2001:382} further states that the internet with its
millions of networks around the globe covers the whole spectrum
of human communication, from politics and religion to sex and
research, also facilitating groupings which have become a mesh
of individualized, interactive communication.

Howard (1989) further explored the role of advertising content and
argued that the more pleasure, arousal and dominance in
advertising content, the more effective the advertising. He that the
value of entertainment lies in its ability to fulfill the emotional
needs of the audience. Another crucial content source for
advertisements is entertainment. Howard (1989) found that
entertainment is an effective content of television commercials as
well as information. Furthermore, the researcher argued that
emotional content was imperative for entertainment in the ads.







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CHAPTER-4
RESEARCH
METHODOLOGY










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4.1 -TITLE: A comparative study of digital marketing with reference to
smartphones & laptops
4.2 Sources Of Data
There are two main sources of data - primary and secondary.
PRIMARY RESEARCH is conducted from scratch. It is original and
collected to solve the problem in hand. SECONDARY RESEARCH
already exists since it has been collected for other purposes. It is
conducted on data published previously and usually by someone else.
Secondary research costs far less than primary research, but seldom
comes in a form that exactly meets the needs of the researcher.
This research involves both primary and secondary sources of data
collection.
The primary information has been collected from college students
and executives using mobile phones in Ludhiana.
The secondary information was gathered from various journals,
articles and research papers.

4.3 Research Design
A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure. In fact, the research design
is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of
data. One may split the overall research design into following parts:

27

a) the sampling design which deals with the method of selecting items to
be observed for the given study;
b) the observational design which relates to the condition under which the
observations are to be made;
c) the statistical design which concerns with the question of how many
items are to be observes and how the information and the data gathered
are to be analyzed
d) The operational design which deals with the techniques by which the
procedure specified in the sampling, statistical and observational design
can be carried out.
The research design for this research is descriptive.
4.4 Research Instrument
The primary data was obtained during the course of doing research in a
systematic manner with the help of Structured Questionnaires.
4.5 Sampling Design
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or procedure the researcher would
adopt in selecting items for the sample.
Sample design may as well lay down the items to be included in the
sample i.e., the size of the sample. Sample design is designed before the
data is collected. There are many sample designs from which a researcher
can choose. Some design is relatively more precise and easier to apply
than others

28

4.5.1 Universe
Universe refers to all the totality of everything that exists. In this project,
universe is all the people in the world aware of a mobile phone or laptop.
4.5.2 Population
Population refers to part of universe from which the sample for
conducting the research is selected. Universe and population can be same
in some researches. It may be finite or infinite. In finite universe the
number of items is certain, but in case of infinite the number of item is
infinite i.e., we cannot have an idea about the total number of items.
The population for this study is finite i.e. all the people aware of a
mobile phone or laptop in Ludhiana.
4.5.3 Sampling Unit
Sampling unit refers to smallest possible individual who is an eligible
respondent. In this study the sampling unit is:
Any individual who is aware of mobile phone or laptop and has
acted as a respondent to my study.
4.5.4 Sampling Size
This refers to the total number of respondents selected from the universe
to constitute a sample. The size of the sample should neither be
excessively large, nor too small. It should be optimum. An optimum
sample is one which fulfils the requirement of efficiency,
representativeness, reliability and flexibility. The sample size for this
research is 73.

29

4.5.5 Sampling Technique
In this research study, non-probability convenience sampling is opted
for. Convenience sampling is done purely on the basis of convenience or
accessibility. This sampling method has been mainly chosen because of
lack of time and lack of expertise.
4.6 Limitations of Study
The scope of the research was wide enough but the research was
limited to Ludhiana only.
Not all the people using smartphones could be contacted due to the
lack of time.
The individuals being observed might behave in a different way
when they know they are being observed and thus data collected
may not be a true picture of the actual self.
Generally, respondents were busy in their work and were not
interested in responding correctly.
While every effort was made to get the questionnaire filled
personally, even then some elements of biasness might have crept
in. Some respondents themselves were not clear about preferences
and convenience levels.






30









CHAPTER-5
DATA ANALYSIS &
INTERPRETATION









31

DATA ANALYSIS AND INTERPRETATION
Definition- Data analysis and interpretation can be defined as applying
statistical procedures to analyze specific facts from a study or body of
research.
Quantitative data analysis is making sense of the numbers to permit
meaningful interpretation. It involves:
o organizing the data
o doing the calculations
o interpreting the information
For the purpose of this research the questionnaires were filled by both the
current & future users of smartphones and laptops. The data analysis and
interpretation is done as per objectives of the research.
This chapter is divided into two parts.
Objective 1-To study the effectiveness of digital marketing in
smartphones & laptops
Objective -2: To study the impact of digital marketing on consumer
buying process model






32

Table 5.1 Showing results of respondents owning a Laptop.(N= 73)

Response No of Respondents
Yes 40
No 33




Data analysis-
The data shows that even today a majority of respondents are not owning
a laptop but they wish to buy laptops in near future.
Interpretation- It can be interpreted that maximum. Numbers of
respondents are not owning a laptop.








40
33
yes
no
33

Table 5.2 Showing results of respondents owning a Smartphone.(N= 73)

Response No of Respondent
Yes 53
No 20



Data analysis-
The data shows that now a days majority of respondents are owning a
Smartphone, as acts as a Mini laptop.
Interpretation- It can be interpreted that maximum. Numbers of
respondents are owning a Smartphone.










53
20
Yes
No
34


Table 5.3 showing duration after which you wish to own a smartphone or
a laptop. (N=73)

Duration No. of respondents
for Smartphone
No. of respondents
for Laptop
Within 3-6 months 23 9
Within 6-12months 15 10
After 1 year 10 16
Total 48 35



Fig. 5.3(a) showing duration after which you wish to own a smartphone
Data analysis-
The data shows that majority of the respondents not owning a smartphone
wish to own a one within 3-6 months(23 respondents), followed by 15
respondents who wish to own smartphone within 6-12 months and least
are 10 respondents who wish to own one after one year.
Interpretation- It can be interpreted that maximum respondents not
owning a smartphone wish to own a smartphone within 3-6 months.
Therefore smartphone market is expected to boom within 3-6 months.
23
15
10
Duration after which you wish to own
smartphone
Within 3-6 months
Within 6-12months
After 1 year
Objective 1-To study the effectiveness of digital marketing in
smartphones & laptops

35


Fig 5.3(b) showing duration after which you wish to own a laptop.

Data analysis:
The data shows that majority of the respondents not owning a laptop wish
to own a one after 1 year(16 respondents), followed by 10 respondents
who wish to own laptop within 6-12 months and least are 9 respondents
who wish to own within 3-6 months.

Interpretation- It can be interpreted that maximum respondents not
owning a laptop wish to own a laptop within after 1 year. Therefore
laptop market is expected to boom after 1 year.










9
10
16
Duration after which you wish to own
Laptop
Within 3-6 months
Within 6-12months
After 1 year
36

Table 5.4 showing digital marketing tools which influenced or will effect
{in future} consumer buying decision. (N=73)
Mode Laptop Smartphone
Radio ad 4 2
Internet 25 25
Television ad 15 20
Outdoor digital display 10 10
SMS 15 10
Any other{please specify} 4 6



Fig 5.4(a) showing digital marketing tools which influenced or will effect
{in future} consumer buying decision for laptops

Data analysis: 57 responses say that internet influences the most for
buying a laptop.15 responses say televison ad & another 15 responses say
SMS influence their buying decision.10 responses say outdoor digital
display followed by radio (3 responses) influence their buying decision
for laptops.

Interpretation:Internet is the most influencial medium of digital
marketing for consumers in case of buying a laptop followed by
television & SMS.




4
25
15
10
15
4
Laptops
Radio ad
Internet
Television ad
Outdoor digital display
SMS
Any other{please specify}
37




Fig 5.4(b) showing digital marketing tools which influenced or will effect
{in future} consumer buying decision for smartphones

Data analysis: 45 responses say that internet influences their buying
decision for smartphone.28 responses say television followed by outdoor
digital media (12 responses),SMS (10 responses) & least say radio ads (1
response) influence their buying decision.


Interpretation- Internet is the most influential medium of digital
marketing in case of respondents buying a smartphone followed by
television & outdoor digital media.










2
25
20
10
10
6
Smartphones
Radio ad
Internet
Television ad
Outdoor digital display
SMS
Any other{please specify}
38

Table 5.5(a) showing advertising mediums preferred by consumer while
buying laptops (1-most important, 8-least important). (N=73)

Laptops Rank
Radio ad 7
Internet 25
Television ad 20
Outdoor digital display 7
SMS 3
Print ads 4
Word of mouth 2
Dealer advise 5


Fig 5.5(a) showing advertising mediums preferred while buying laptop.
# Rank1 : Most important media
# Rank 8: Least important media

Data analysis-The above data shows that the most important medium
which the respondents prefer while buying a laptop is:
Rank 1- dealer advice,
Rank 2- internet,
Rank-3 television ads,
Rank-4 SMS,
Rank-5 word of mouth,
Rank-6 print ads,
7
25
20
7
3
4
2
5
0
5
10
15
20
25
30
Radio ad Internet Television
ad
Outdoor
digital
display
SMS Print ads Word of
mouth
Dealer
advise
Series1
39

Rank-7 outdoor digital media &
Rank -8 radio ads which is least important.

Interpretation-The top 3 mediums preferred while buying laptops are -
dealer advice, internet & television ads. Thus in case of buying laptops,
Dealer advice (traditional marketing) plays a more vital role than the
digital marketing tools.

Table 5.5(b) showing advertising mediums preferred by consumers while
buying smartphones (1-most important, 8-least important). (N=73)

Smartphones Rank
Radio ad 7
Internet 20
Television ad 25
Outdoor digital display 8
SMS 2
Print ads 5
Word of mouth 1
Dealer advise 5


Fig 5.5(b) showing digital media tools preferred while buying
smartphones
# Rank1 : Most important media
# Rank 8: Least important media

7
20
25
8
2
5
1
5
0
5
10
15
20
25
30
Radio ad Internet Television
ad
Outdoor
digital
display
SMS Print ads Word of
mouth
Dealer
advise
Series1
40

Data analysis- The above data shows that the most important medium
which the respondents prefer while buying laptops are:
Rank 1- word of mouth
Rank 2- television ads,
Rank 3- internet,
Rank 4- print ads,
Rank 5- dealer advice,
Rank 6- SMS,
Rank 7- radio ad &
Rank 8- outdoor digital display which is least important.

Interpretation- The top 3 mediums preferred while buying smartphones
are word of mouth, television ads & internet . Thus in case of buying
smartphones,Word of mouth (traditional marketing) plays a more vital
role than the digital marketing tools.

Table 5.6(a): Showing acceptability that a medium (SMS) covers all
details of the product. (N=73)

Particulars
(SMS)
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
No. of respondents 21 19 14 9 10


Fig 5.6(a): Showing acceptability that a medium (SMS) covers all details
of the product.



21
19
14
9
10
0
5
10
15
20
25
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
41

Data analysis: The data shows that 21 respondents strongly agree that
SMS covers all the details of the product .19 respondents agree & 14
respondents are neutral about SMS as a medium covering all the details
of the product.9 respondents disagree & 10 respondents strongly disagree
that SMS covers all the details about the product.

Interpretation: It can be interpreted that most of the people agree that
SMS covers all the details of the product.

Table 5.6(b): Showing acceptability that a medium(televsion) covers all
details of the product. (N=73)
Particulars
(Television)
Strongly
Agree
Agree Neutral Disagre
e
Strongly
disagree
No. of respondents 23 20 10 13 7


Fig 5.6(b): Showing acceptability that a medium(television) covers all
details of the product.


Data analysis: The data shows that 23 respondents strongly agree that
television covers all the details of the product .20 respondents agree & 10
respondents are neutral about television as a medium covering all the
details of the product.13 respondents disagree & only 7 respondents
strongly disagree that television covers all the details about the product


Interpretation-It can be interpreted that mostly the consumers agree that
television ads cover all the details about the product.
23
20
10
13
7
0
5
10
15
20
25
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
42

Table 5.6(c): Showing acceptability that a medium(Radio) covers all
details of the product. (N=73)

Particulars
(Radio)
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
No. of respondents 19 17 22 10 5


Fig. 5.6 (c): Showing acceptability that a medium (Radio) covers all
details of the product.


Data analysis: The data shows that 19 respondents strongly agree that
radio covers all the details of the product .17 respondents agree & 22
respondents are neutral about radio as a medium covering all the details
of the product.10 respondents disagree & 5 respondents strongly disagree
that radio covers all the details about the product.


Interpretation- It can be interpreted that mostly the consumers agree
that radio ads cover all the details about the product.






19
17
22
10
5
0
5
10
15
20
25
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
43

Table 5.6 (d): Showing acceptability that a medium (Digital outdoor
display) covers all details of the product. (N=73)

Particulars
(Digital outdoor
display)
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
No. of respondents 20 16 15 18 4



Fig. 5.6(d): Showing acceptability that a medium (Digital Outdoor
Display) covers all details of the product.


Data analysis: The data shows that 20 respondents strongly agree that
Digital Outdoor Display covers all the details of the product .16
respondents agree & 15 respondents are neutral about Digital Outdoor
Display as a medium covering all the details of the product.18
respondents disagree & only 4 respondents strongly disagree that Digital
Outdoor Display covers all the details about the product.


Interpretation- It can be interpreted that consumers are neutral about
digital outdoor display medium covering all the details about the product.


20
16
15
18
4
0
5
10
15
20
25
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
44

5.6 (e): Showing acceptability that a medium(Internet) covers all details
of the product. (N=73)

Particulars
(Internet)
Strongly
Agree
Agree Neutral Disagree Strongl
y
disagre
e
No. of respondents 27 23 14 6 3



Fig.5.6 (e): Showing acceptability that a medium (Internet) covers all
details of the product.

Data analysis: The data shows that 27 respondents strongly agree that
internet covers all the details of the product .23 respondents agree & 14
respondents are neutral about internet as a medium covering all the
details of the product.6 respondents disagree & only 3 respondents
strongly disagree that internet covers all the details about the product.


Interpretation- It can be interpreted that consumers agree to internet as a
medium of digital marketing covering all the details of the product.




27
23
14
6
3
0
5
10
15
20
25
30
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
45

Table 5.7: showing factors which attract the consumers to buy
Smartphones & laptops via digital advertisements. (N=73)


Factors Trustworthy 24*7
connectivity
Faster & time
saving
Convenient
Tv ads 19 25 16 27
Radio 12 9 10 5
Outdoor
digital
display
9 8 7 2
Internet 23 18 33 18
SMS 10 13 7 21


Fig 5.7(a): showing the most trustworthy medium in digital marketing.

Data analysis: The data shows that majority of respondents (23) consider
internet as the most trustworthy medium while buying smartphones &
laptops.19 respondents consider Tv ads followed by radio(12
respondents), SMS (10 respondents) & only 9 respondents consider
outdoor digital display as a trustworthy medium.

46

Interpretation-It can be interpreted that the most trustworthy medium of
digital marketing which attracts the respondents to buy smart phones &
laptops is internet.



Fig 5.7(b): showing the best 24*7 connectivity feature in digital
marketing.

Data analysis: The data shows that majority of respondents (25) consider
tv ads as 24*7 connectivity medium while buying smartphones &
laptops.18 respondents consider internet followed by SMS(13
respondents), radio (9 respondents) & only 8 respondents consider
outdoor digital display as a 24*7 connectivity medium.

Interpretation- It can be interpreted that 24*7 connectivity with
television ads in digital marketing attracts the respondents to buy smart
phones & laptops the most.







24*7 connectivity
25
9
8
18
13
Tv ads
Radio
Outdoor digital display
Internet
SMS
47


Fig 5.7(c): showing the fastest & time saving medium of digital
marketing.


Data analysis: The data shows that majority of respondents (33) consider
internet as the fastest & time saving medium while buying smartphones
& laptops.16 respondents consider Tv ads followed by radio(10
respondents), SMS (7 respondents) & 7 respondents consider outdoor
digital display as the fastest & time saving medium.


Interpretation- It can be interpreted that the fastest & the most time
saving medium of digital marketing which attracts the respondents to buy
smart phones & laptops is internet.














Faster and time saving
16
10
7
33
7
Tv ads
Radio
Outdoor digital display
Internet
SMS
48


Fig 5.7(d): showing the most convenient medium of digital marketing .


Data analysis: The data shows that majority of respondents (27) consider
TV ads as the most convenient medium while buying smartphones &
laptops.21 respondents consider SMS followed by internet(18
respondents), radio(5 respondents) & only 2 respondents consider
outdoor digital display as the most convenient medium.


Interpretation- It can be interpreted that the most convenient medium of
digital marketing which attracts the respondents to buy smart phones &
laptops is television advertising.










Convenient
27
5
2
18
21
Tv ads
Radio
Outdoor digital display
Internet
SMS
49

Table 5.8: Showing effect of digital marketing on buying decision.
(N=73)
Particulars Strongly
Agree
Agree Neutral Disagree Strongly
disagree
No. of
respondents
19 22 17 10 5

Fig 5.8: Showing effect of digital marketing on buying decision.


Data analysis-The data shows majority of people agree (22 respondents)
that digital marketing affects their buying decision, while 19 respondents
strongly agree that digital marketing affects their buying decision.17
respondents are neutral.10 respondents disagree & 5 respondents strongly
disagree with the same.


Interpretation- Most of the people agree that digital marketing
influences their buying decision.








Effect of digital marketing on buying decision
19
22
17
10
5
0
5
10
15
20
25
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
50

Table 5.9 showing tools which should be used more widely for digital
marketing of smartphones & laptops. (N=73)

Mode No. of responses for
Smartphones
No. of responses
for Laptops
Television
advertisement
20 10
Radio ads 2 2
SMS 9 3
Internet ads 10 15
Outdoor digital
display
5 6
Print ads 10 12
Friends advise 8 5
Dealer advise 9 20




Fig. 5.9(a) showing tools which should be used more widely for digital
marketing of smartphones


Data analysis: The data shows that majority of responses (30) suggest
television advertisements as the best tool for digital marketing of
smartphones.23 responses suggest print ads followed by internet
advertisements (20 responses), dealer advice (14 responses), SMS (11
responses),friends advise(11 responses),outdoor digital display (8
responses) & very few suggest radio ads(7 responses) as various tools of
marketing smartphones .
20
2
9
10
5
10
8
No. of responses for Smartphones
Television advertisement
Radio ads
SMS
Internet ads
Outdoor digital display
Print ads
Friends advise
51

Interpretation- In case of digital marketing tools most of the respondents
suggest television advertising as the best & internet as the second best
tool. In case of traditional marketing most of the respondents suggest
print ads. Therefore in smartphone industry digital marketing is widely
suggested over traditional marketing.






Fig 5.9(b) showing tools which should be used more widely for digital
marketing of laptops


Data analysis: The data shows that majority of responses (35) suggest
internet advertisements as the best tool for digital marketing of laptops.28
responses suggest dealer advise followed by print ads (25 responses),
television advertisements (20 responses),friends advice (10 responses),
outdoor digital display (8 responses),SMS(3 responses) & very few
suggest radio ads(2responses) as various tools of marketing laptops.


Interpretation: The data interprets that in case of digital marketing tools
most of the respondents suggest internet advertising as the best
&television advertising as the second best tool. In case of traditional
marketing most of the respondents suggest print ads & dealer advise as
part of marketing of laptops.
Therefore, traditional marketing still captures a wide share of market in
case of marketing of laptops.

10
2
3
15
6
12
5
20
No. of responses for Laptops
Television advertisement
Radio ads
SMS
Internet ads
Outdoor digital display
Print ads
Friends advise
Dealer advise
52

Objective -2: To study the impact of digital marketing on consumer buying
process model.


Table 5.10 showing modes of digital marketing that influence buying
decision at the 4 stages of consumer buying process model for laptops.
(N=73)


Laptops
Stages
Modes of Digital Marketing
Television SMS Internet Digital
Display
Radio
1-Attention 20 10 25 8 10
2-Interest 25 12 30 4 2
3-Desire 22 13 27 7 4
4-Action 20 15 25 5 8


Fig 5.10(a) showing mode of digital media that influences buying
decision at the 1st stage of consumer buying process model for laptops

Data analysis: Stage 1- Attention
The data shows that majority of responses (65) are influenced at this stage
by internet. 25 responses are influenced by television ads followed by
SMS (14 responses), digital outdoor display (8 responses) & only 10
responses opt for radio at the 1st stage of consumer buying process.

Interpretation- At the 1
st
stage of A.I.D.A. model i.e. attention majority
of respondents are driven by internet in case of buying laptops.

20
25
22
20
0
5
10
15
20
25
30
1-Attention 2-Interest 3-Desire 4-Action
Television
Television
53



Fig 5.10(b) showing mode of digital media that influences buying
decision at the 2nd stage of consumer buying process for laptops


Data analysis: Stage 2- Interest
The data shows that majority of responses (68) are influenced at this stage
by internet. 60 responses are influenced by television followed by SMS
(54 responses), digital outdoor display (50 responses) & only 7 responses
opt for radio at the 2
nd
stage of consumer buying process.


Interpretation- At the 2nd stage of A.I.D.A. model (interest stage)
majority of respondents are driven by all the major modes of digital
marketing i.e. internet, television, SMS & digital display ads in case of
buying laptops.

25
12
30
4
2
0
5
10
15
20
25
30
35
Television SMS Internet Digital
Display
Radio
2-Interest
2-Interest
54



Fig 5.10(c) showing mode of digital media that influences buying
decision at the 3rd stage of consumer buying process for laptops


Data analysis: Stage 3- Desire
The data shows that majority of responses (67) are influenced at this stage
by internet. 53 responses are influenced by television followed by SMS
(13 responses), digital outdoor display (7 responses) & only 5 responses
opt for radio at the 3rd stage of consumer buying process.


Interpretation- At the 3rd stage of A.I.D.A. model (desire stage)
majority of responses are driven majorly by 2 modes of digital marketing
i.e. internet & television ads in case of buying laptops.








22
13
27
7
4
0
5
10
15
20
25
30
Television SMS Internet Digital
Display
Radio
3-Desire
3-Desire
55


Fig 5.10(d) showing mode of digital media that influences buying
decision at the 4th stage of consumer buying process for laptops


Data analysis: Stage 4- Action
The data shows that majority of responses (63) are influenced at this stage
by internet. 49 responses are influenced by television followed by SMS (9
responses) , digital outdoor display (2 responses) & 3 responses opt for
radio at the last stage of the consumer buying process.


Interpretation- At the 4th stage of A.I.D.A. model (action stage)
majority of respondents are driven by major majority of responses are
driven majorly by 2 modes of digital marketing i.e. internet & television
ads in case of buying laptops.









20
15
25
5
8
0
5
10
15
20
25
30
Television SMS Internet Digital
Display
Radio
4-Action
4-Action
56

Table 5.11 showing mode of digital marketing that influences buying
decision at the 4 stages of consumer buying process model for
smartphones. (N=73)


Smartphones
Stages
Modes of Digital Marketing
Television SMS Internet Digital
Display
Radio
1-Attention 25 17 10 7 14
2-Interest 27 12 20 5 9
3-Desire 15 25 20 4 9
4-Action 15 20 26 5 7


Fig 5.11(a) showing mode of digital media that influences buying
decision at the 1st stage of consumer buying process for smartphones


Data analysis- Stage 1- Attention
The data shows that majority of responses (68) are influenced at this stage
by television. 58 responses are influenced by SMS followed by internet
(44 responses), radio (19 responses), &16 responses opt for digital
outdoor display at the 1
st
stage of consumer buying process.


Interpretation- At the 1st stage of A.I.D.A. model (attention stage)
majority of responses are driven majorly by 3 modes of digital marketing
i.e. television ads, SMS & television ads in case of buying smartphones.
25
17
10
7
14
0
5
10
15
20
25
30
Television SMS Internet Digital
Display
Radio
1-Attention
1-Attention
57


Fig 5.11(b) showing mode of digital media that influences buying
decision at the 2nd stage of consumer buying process for smartphones


Data analysis- Stage 2- Interest
The data shows that majority of responses (74) are influenced at this stage
by television. 61 responses are influenced by internet followed by SMS
(58 responses), radio (25 responses) & 15 responses opt for digital
outdoor display at the 2nd stage of consumer buying process.


Interpretation- At the 2nd stage of A.I.D.A. model (interest stage)
majority of responses are driven majorly by 3 modes of digital marketing
i.e. television ads,internet & SMS in case of buying smartphones.











27
12
20
5
9
0
5
10
15
20
25
30
Television SMS Internet Digital
Display
Radio
2-Interest
2-Interest
58



Fig 5.11(c) showing mode of digital media that influences buying
decision at the 3rd stage of consumer buying process for smartphones


Data analysis: Stage 3- Desire
The data shows that majority of responses (65) are influenced at this stage
by SMS. 50 responses are influenced by internet followed by television
ads (46 responses), radio (15 responses) & 9 responses opt for digital
outdoor display at the 3rd stage of consumer buying process.


Interpretation- At the 3rd stage of A.I.D.A. model (desire stage)
majority of responses are driven majorly by SMS.Therefore it can be
interpreted that SMS can help convincing the respondents to buy
smartphones.The other 2 modes of digital marketing opted in this stage
are internet & television ads.










15
25
20
4
9
0
5
10
15
20
25
30
Television SMS Internet Digital
Display
Radio
3-Desire
3-Desire
59


Fig 5.11(d) showing mode of digital media that influences buying
decision at the 4th stage of consumer buying process for smartphones


Data analysis- Stage 4- Action
The data shows that majority of responses (60) are influenced at this stage
by internet. 57 responses are influenced by SMS followed by television
ads (33 responses), radio (9 responses) & 5 responses opt for digital
outdoor display at the final stage of consumer buying process.


Interpretation- At the 4th stage of A.I.D.A. model (action stage)
majority of responses are driven majorly by 2 modes of digital marketing
i.e. internet & SMS in case of buying smartphones.











15
20
26
5
7
0
5
10
15
20
25
30
Television SMS Internet Digital
Display
Radio
4-Action
4-Action
60











CHAPTER - 6
CONCLUSIONS &
SUGGESTIONS











61


CONCLUSIONS

Most of the respondents wish to own a laptop within after 1 year.
Therefore laptop market is expected to boom after 1 year.
Most of the respondents wish to own a Smartphone within 3-6
months. Therefore Smartphone market is expected to boom within
3-6 months.
The top 3 most influencial medium of digital marketing for
consumers in case of buying a laptop are:Internet followed by
television & SMS.
The top 3 most influential medium of digital marketing in case of
consumers buying a Smartphone are: Internet followed by
television & outdoor digital media.
The top 3 mediums preferred while buying laptops are - dealer
advice, internet & television ads. Thus in case of buying laptops,
dealer advice (traditional marketing) plays a more vital role than
the digital marketing tools.
The top 3 mediums preferred while buying smartphones are
word of mouth, television ads & internet . Thus in case of buying
smart phones, word of mouth (traditional marketing) also plays a
more vital role than the digital marketing tools.
Internet is the best medium which caters to all the details of the
product (Smartphone & laptops) & helps in consumer buying
decision.
The second best medium which covers all the details of the product
is television.
The most trustworthy medium from all the digital marketing tools
which attracts the respondents to buy smart phones & laptops is
internet.
24*7 connectivity with television ads in digital marketing attracts
the respondents to buy smart phones & laptops the most.
The fastest & the most time saving medium of digital marketing
which attracts the respondents to buy smart phones & laptops is
internet.
The most convenient medium from all the digital marketing tools
which attracts the respondents to buy smart phones & laptops is
television advertising.
>Desire- majority of responses are driven majorly by 2 modes of
digital marketing i.e. internet & television ads.
62

>Action- majority of respondents are driven by majorly by 2
modes of digital marketing i.e. internet & television ads.
Consumer buying process model (A.I.D.A.) for smartphones:
>Attention- majority of responses are driven majorly by 3 modes
of digital marketing i.e. television ads, SMS & television ads.
>Interest- majority of responses are driven majorly by 3 modes of
digital marketing i.e. television ads, internet & SMS.
>Desire- majority of responses are driven majorly by SMS.
Therefore it can be interpreted that SMS can help convincing the
respondents to buy smartphones.
>Action- majority of responses are driven majorly by 2 modes of
digital marketing i.e. internet & SMS.


















63

SUGGESTIONS

Majority of people do not own smartphones ,only out of 73
respondents own a smartphone therefore smartphone companies
should tap this wide segment of untapped market.
Smartphone companies should advertise more by the medium of
internet ads, television ads & outdoor digital display ads as these
are the most influential mediums of digital marketing.
Laptop companies should not ignore traditional marketing tools as
dealer advice & print ads are suggested by the majority of
respondents.
People are more interested in buying a smartphone as they are
replacing the need of laptops therefore smartphone market is
expected to boom shortly. Laptop companies should take that as a
threat in the coming times.
SMS advertisements regarding smartphones is favored at every
stage of A.I.D.A. model thus, companies must advertise more
through this medium of digital marketing.
Since majority of respondents feel that only internet provides full
details about the product (smartphones & laptops) content is what
is required in other forms of digital marketing tools .











64

BIBLIOGRAPHY

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Paper presented at the International Communication Association
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1.pdf
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66

ANNEXURE 1
QUESTIONNAIRE

Name-
Age-
Gender-

Q1.Do you own a laptop?
Yes No


Q2.Do you own a smartphone?
Yes No


Q3. When do you wish to own either a smartphone or laptop in the near
future?

Smartphone Within 3-6
months
6-12 months After 1 year


Laptop Within 3-6
months
6-12 months After 1 year



Q4. Which of the following digital marketing tools influenced or will
effect {in future} your buying decision?

Mode Laptop Smartphone
Radio ad
Internet
Television ad
Outdoor digital display
SMS
Any other{please specify}


Q5.Please rank the following tools in order of your preference while
buying a smartphone or laptop ?
67


Laptop Smartphone
Radio ad
Internet
Television ad
Outdoor digital display
SMS
Print ads
Word of mouth
Dealer advise

Q6.Which medium according to you covers all the details or features
about the product?



Q7.Tick one mode of digital media against each attribute(on horizontal
axis) which drives you more for buying smartphones & laptops via digital
advertisements?


Most
Trustworthy
(tick one)
24*7
connectivity
(tick one)
Fastest & time
saving
(tick one)
Most
Convenient
(tick one)
Tv ads
Radio
Outdoor
digital
display

Internet
SMS

Medium Strongly
agree

Agree

Neutral

Disagree
Strongly
disagree
SMS
Television ad
Radio
Digital outdoor
display

Internet 1
68

Q8. Do you think digital marketing effects your buying decision ?
Strongly agree Agree Neutral Disagree Strongly
disagree



Q9.Which tool according to you should be used more widely used for
marketing of laptops and smartphones?

Mode Smartphones Laptops
Television
advertisement

Radio ads
SMS
Internet ads
Outdoor digital display
Print ads
Friends advise
Dealer advise



AIDA MODEL: AIDA is an acronym used for events that may be
undergone when a person is selling a product or service. It stands for:-
A - Attention :attract the attention of the customer.
I - Interest: raise customer interest by focusing on and demonstrating
advantages and benefits
D - Desire: convince customers that they want and desire the product or
service and that it will satisfy their needs
A - Action: lead customers towards taking action and/or purchasing.


Q10. Which mode of digital media influences your buying decision at the
following stages of A.I.D.A. model?


Laptops
Stages:-
Modes of Digital Marketing
Television
ad
SMS Internet Digital
Display
Radio
A-Attention
I- Interest
D-Desire
A-Action
69

Q11. Which mode of digital media influences your buying decision at the
following stages of A.I.D.A. model?


Smartphones
Stages:-
Modes of Digital Marketing
Television
ad
SMS Internet Digital
Display
Radio
A- Attention
I- Interest
D- Desire
A- Action