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Customers behaviour towards Internet Marketing activity in Software Development companies, Garments exporters and Automobile exporters in Ahmedabad

SMIT Digital Marketing


- By Ashish

Mittal

Objectives of the Research

Is your organization currently spending any budget on web marketing activity?

. If yes, since how long is your organization doing web marketing activities?

. If yes, which of the following web marketing activities do you currently run?

Which key factors are /would be for you while selecting an external agency for your web marketing activities?

You think that web marketing activities give better roi compared to any other traditional marketing activities?

Limitations during the Research

Less time and importance given by the form fillers to the survey conducted due to their load of work.

Only Ahmedabad was taken as the research area as there was time and budget constraint.

Knowledge of people regarding Internet Marketing also was a constraint which acted as a limitation as people knew less about web marketing.

Research Design and Methodology


Type of Research: - Descriptive Research Population : Automobile and Garment Exporters Software development companies

Sample Unit: - CMO, Marketing head, Business owners, SEO consultants.

Sample Size: - 180 entities


Research Instrument: - Structured Questionnaire Sources of data: - Primary data collection By Questionnaire

Secondary Internet, research papers, books


Sampling procedure= convenience

Research Methodology
Number Data required Data source Data collection tools 1 Budget Owner Questionnaire

Doing web marketing activities

Manager

Questionnaire

Media platforms

Decision maker

Questionnaire

Key factors

Marketing head

Questionnaire

ROI

Any other authorize person

Questionnaire

INDUSTRY ANALYSIS

Digital Marketing

Digital marketing is the use of internet connected devices to engage a customer with online advertising in order to promote products and services.

Internet connected devices are those such as web browsers, smart phones and game consoles.

As technology develops more devices become able of internet browsing and the digital marketing potential that comes with it.

Two different forms of digital marketing exist:-

Pull digital marketing in which the consumer must actively seek the marketing content often via web searches or the recipient has given permission to receive content that is sent to the consumer by email, text message and web feed.

Push digital marketing technologies in which the marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs.

Digital Marketing in India


E-mail (94 percent users) Downloading music (72 percent) Instant messaging (56 percent) Job search (56 per cent) Social networking (54 percent) (Social networking market grew by 43 percent last year)

Information search (52 percent) Watching videos (50 per cent) (Could be included as a part of social

media pushing social media to the #2 spot)

Other

popular

activities include downloading

wallpapers and

screensavers and sending SMSs through the personal computer

About SMIT Digital Marketing

Private Limited Company having its office at Nehru Nagar, Ahmedabad. SMIT is derived from Sales & Marketing with Information Technology .

SMIT currently offers Web Marketing services like Organic SEO, PPC

Campaign Management, Social Media Promotions, and Email/ECoupons Campaign Management.

SMIT is a dynamic company set-up by a professional Employees of Marketing & Industry Experts with a cumulative experience of over 25+ years.

SMIT is currently in the process of hiring a 40+ Employee size.

Products Offerings
SEO

Search engine optimization (SEO) is the course of improving the visibility of a website or a web page in a search engine's "organic", search results.

In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

PPC

Pay per click (PPC) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked.

SMO

Social media optimization (SMO) refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event.

E-mail Marketing

Email marketing is directly marketing a commercial message to a group of people using electronic mail (email). In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

E-coupons

E-coupons are the Electronic coupons available through various mediums on Internet. One can have the e-coupons for your existing clients to forward them to their own reference circles and thereby grow ones base with minimum new client attainment charge.

SWOT Analysis
STRENGHTS

Combined expertise in marketing and technology Professional Services Accountable Performance

In-depth Reporting
International Standards

Weakness

Time and Budget Constraints

OPPORTUNITY

Increased usage of Internet marketing compared to last 10 years. Upcoming big projects in Ahmedabad.

THREATS

Lack of awareness among the people.


Hesitance among people to work with this medium.

DATA ANALYSIS AND INTERPRETATION

Is your Organization currently spending any budget on web marketing activities?


30 14.44% 25

20 0.88% 15

10

Spending on Web Marketing

5 1.11% 0 More than 2 years Yes Cant Say

15.55%companies say that they are spending money on Internet Marketing. From these 15.55% 1.11% say that they are spending the money on Internet marketing from past 2 years while 14.44 have just started the marketing activities of their products and services on Internet.

If No, what reason can you cite for not undertaking web marketing activities?
50 45 40 35 30 25 20 15 5.55% 10 5 0 Not Effective Low Budget Insufficient Internal Reources Searching Dont Need 5.55%

26.11% 24.44%

If No, why
9.44%

Many people in the market believe that their products or services are such which will not get affective sales through Internet Marketing

For them
Sale of the products or services is done best with traditional marketing compared to net marketing Low budget and lack of Knowledge on web marketing also is a big reason 24.44 %People says that their products or services just sells by own they dont need any such marketing activities

If yes, approximately what amount of your overall yearly marketing budget is spent for web marketing activities?
16 14 12 10% 10 8 15%

If Yes what amount


6%

6 4 2% 2 0 0-5% 5-10% 10-15% 15-25% >25% 2%

If yes, approximately what amount of your overall yearly marketing budget is spent for web marketing activities?

Highest number of people comes in 0 to 5 % money spent on Internet marketing of their marketing budget.
Well the amount spent on Web Marketing is low compared to the amount spent on traditional marketing as 0 to 5 % money spent is very low of the main budget. Only 2 people spend above 25 % of their marketing budget on the internet marketing activities.

If Yes, which of the following web marketing activities do you currently run?

25 11.11% 20 10% 18.33% 15 6.11% 10 3.88% 2.77% 5 2.22%

If Yes, then which Activities

0 SEO Banner Ads SMO Webinars Blogs Email Others

According to the primary data collected, people are interested in the above Internet marketing activities from which Email marketing is most used, 11.11% companies use it, while below that 10% companies use SEO and 8.33% uses SMO. The reason behind this is that people are still working with the old marketing methods and as email marketing is quite old people are comfortable with it more than other methods of marketing.

If Yes, which social media platforms do you currently use as a part of web marketing strategy?

20 18

10.55%

16
7.77% 14 12 10 4.44% 8 6 4 1.11% 2 0 FB YOUTUBE Twitter LinkedIn Others Not using SMO 6.11% 5%

If yes which SMO

FB helps to publicize the brand like anything as it reaches the users superbly with ease and fewer efforts and has a huge network to be enjoyed.
FB and Twitter share a common public which includes personal as well as professional users, while Linked In which is also a very good network in social media marketing, is only for professional users, as people are more serious and professional while sharing their information on LinkedIn rather than FB and Twitter.

If yes, please select major reason for doing web marketing activities?

18 16 6.66% 14 12 10

9.44%

6.11%

4.44% 8 6 3.88% 3.33% 3.88%

If yes then major reasons


4 1.11%
2 0

Those who are engaged in the internet marketing activities believe that they do it for increasing the visibility and getting properly engaged with their customers. Social Media, Email marketing are good tools for both these.

If Yes, how do you currently manage your web marketing activities?


30 14.44% 25

20

15

If Yes who manages it

10 4.44%

5 1.11% 0 Internal External Both

Well many business firms these days manage these activities by their internal department only, they either create their own technical department or anyone from the staff only manages such marketing activities.

Which key factors are/would be important for you while selecting an external agency for your web marketing activities?
120

58.33%
100 80 60 40

20
0

10% 2.77% 1.66% 4.44%

6.66%
2.77%

6.11%

Imp Key factors while selecting External Agency

Cost is the most important factor which people consider while choosing Internet Marketing from External Agency. If we look at the statistics than 58.33% people from the total people surveyed said that cost is an important factor for them while selecting an external agency for Web Marketing.

You think that web marketing activities give better ROI compared to any other traditional marketing activities?
70 32.77%

60

31.7%

50

40

30 12.22% 20

Do Web Marketing provides better ROI

10

0 no yes cant say

Well as many people believe that the traditional marketing methods are much better than the internet marketing activities for their business so their answer is more towards No and Cant Say for this question. The rate of return according to them is not as good as compared to the expenses done on traditional marketing.

As compared to last year (Apr 11 to Mar 12), does your organization plan to increase the amount of web marketing budgets or start spending on web marketing activities?
70 34.44% 32.77%

60

50

40

30

Any plans to increase the web marketing budget


9.44%

20

10

0 no yes cant say

Most of them have no plans of increasing the Internet marketing budget of the overall budget of the marketing activities as they feel that it is not providing them the expected business which they want.

As What are the major obstacles for web marketing activities in your
organization?
100 90 80 70 60 50 51.66%

40
30 20 10 0 Low Budget Lack of Internal Knowledge Difficulty in External Coordination measuring Agency's with external ROI performance Agency others

Major Obstacles for Web marketing to you

10%
10% 5.55% 2.77% 4.44%

Low Budget is the problem of most of the people surveyed while the research was going on. 51.66% people said that due to low budget they do not spend much on the internet marketing and they continue with their traditional marketing methods. Lack of internal knowledge and other few reasons also plays a role due to which people dont choose this medium for marketing purpose.

Findings
1.

People spending money on Internet Marketing are less compared to the people spending money on traditional marketing. People believe that their products and services sell more from traditional marketing Low budget also is a big reason which is a hindrance in the path of Internet marketing activities Lack of Knowledge on web marketing

2.

3.

4.

Recommendations
1.

They are in hurry and not willing to fill any documents. Disclosing the price

2.

3.

Lack of awareness about Internet Marketing was a challenge and we can improve it by hoardings, leaflet
Its good to interact with different types of people and make them understand our views and opinions

4.

Conclusion
1.

2.

3.

4.

To work with a Marketing company is really good and the live experience to know people changing from manual system to an automated / social environment. It was pleasure working with SMIT Digital Marketing as Marketing is my specialization and I learnt various things related to same field. It was fun and tough to deal with customers on field. I personally feel that social marketing will be a very important part of future marketing world and has large scope in market. Working in market is a challenge and important role is played by mentor who guides us I am working on being more practical towards my work

Thank you

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