22mmbm53 shivam Dissertation_Presentation OJT.ppt

digital marketing

1. A Study on digital marketing and its impact on
revenue generation
SHIVAM SHARMA
Under the Supervision of
Dr. Arun Yadav
1

2. Introduction
Intoday'sdigitalage,businessesareincreasinglyleveraging
onlineplatformstoenhancetheirmarketpresence,engagewith
customers,andultimatelyboosttheirrevenues.Thisstudydelves
intothevariousstrategiesandtoolsutilizedindigitalmarketing,
examininghowtheycontributetofinancialgrowth.Throughdata
analysisandcasestudies,wewillexploretheeffectivenessof
digitalmarketingcampaignsandprovideinsightsintobest
practicesformaximizingreturnoninvestment(ROI).Joinusas
weuncoverthetransformativepowerofdigitalmarketingin
drivingbusinesssuccess.
2

3. 3
Review of Literature
Focus of the Studies Researchers
Trends in Online Advertising Neelika Arora Dec2013
Digital Marketing Evolution Chaffey and Ellis-Chadwick (2019)
how social media engagement will impact
the retail space
Andy mallinson in digital marketing magazine
on Jan 23 2015
Indian companies using digital marketing
for competitive advantage”
Economic times published in Oct 2014
ImpactofE-commerceonmarketing JSureshReddy26haspublishedarticlein
IndianJournalofMarketing
WebAdvertising:Theroleofe-mail
marketing
Ellis-ChadwickandDoherty(2012)
digitalmarketingandanalyticsaretwo
laddersofmagnificentsuccess
AvinashkaushikisanIndianentrepreneuron
dec2014

4. Research Gap
Emerging Technologies Integration: Limited research on the
impact of AI, ML, and block chain in digital marketing
strategies.
Cross-Channel Synergies: Need for comprehensive studies
on the combined effects of multiple digital marketing
channels.
Longitudinal Impact: Lack of long-term studies on the
sustained effects of digital marketing efforts.
SMEs and Startups: Insufficient research tailored to small
and medium-sized enterprises and startups.
4

5. Research Gap
Consumer Privacy and Data Security: More research needed
on the impact of privacy concerns on digital marketing
effectiveness.
Cultural and Regional Variations: Gap in understanding
digital marketing practices in developing markets.
Measurement and Attribution Models: Ambiguity in
effective models for measuring and attributing revenue to
digital marketing activities
5

6. Research Objectives
•To analyze the impact of digital marketing strategies on
revenue generation across different industries.
•To evaluate the effectiveness of various digital marketing
channels (e.g., social media, email, SEO) in driving sales and
revenue.
•To investigate the role of emerging technologies (AI, ML,
blockchain) in enhancing digital marketing efforts.
•To examine the long-term effects of sustained digital marketing
campaigns on business growth.
•To identify best practices for digital marketing tailored to SMEs
and startups.
•To assess the influence of consumer privacy and data security
concerns on digital marketing performance.
6

7. Research Design
•Data collection:
•The task of data collection begins after a research problem
has been defined and research design has been chalked out.
•While deciding about the method of data collection to be
used for the study, the research should keep in mind two
types of data viz.
•Primary and Secondary
7

8. Research Methodology
Primary Data
•Primary data refers to the
first hand data gathered by
the researcher himself.
•Surveys, observations,
experiments, questionnaire,
personal interview, etc.
•Always specific to the
researcher's needs
Secondary Data
•Secondary data means data
collected by someone else
earlier.
•Government publications,
websites, books, journal
articles, internal records etc.
•May or may not be specific
to the researcher's need.
8

9. Questionnaire Development Process
•Define Objectives:
-Outline clear objectives aligned with the research study.
•Literature Review:
-Review existing literature to identify relevant variables.
•Identify Key Variables:
-Determine key variables to be measured (e.g., digital marketing strategies,
revenue changes).
•Question Formulation:
-Develop clear, concise, and unbiased questions.
-Use a mix of question types (multiple-choice, Likert scale, open-ended).
•Pilot Testing:
-Conduct a pilot test with a small sample.
-Refine questions based on feedback.
9

10. Questionnaire Development Process
•Validation and Reliability Testing:
-Test for validity and reliability using statistical methods.
•Ethical Considerations:
-Include informed consent and ensure confidentiality.
•Distribution Plan:
-Choose the mode of distribution (online, email, in-person).
-Plan timing and follow-up reminders.
•Data Collection and Analysis:
-Collect responses systematically and analyze using appropriate tools.
10

11. Research Constructs
Exogenous/IndependentVariables
•Digital Marketing Channels:
–Social Media (e.g., Facebook, Instagram)
–Search EngineMarketing (e.g., Google Ads)
–Email Marketing
–Content Marketing (e.g., blogs, videos)
–Influencer Marketing
•Marketing Strategies:
–Audience Segmentation
–SEO & SEM
–Personalization
–A/B Testing & Analytics
•Budget Allocation:
–Channel Spend
–Technology Investment
11

12. EndogenousVariable/DependentVariable
•Revenue Generation:
–Total Sales
–Conversion Rates
–Customer Acquisition Cost (CAC)
–Return on Investment (ROI)
MediatingVariableifany
•Customer Engagement:
–Interaction Rates (likes, shares)
–Click-Through Rates (CTR)
–Website Metrics (time on site, page views)
•Brand Awareness:
–Brand Recall
–Online Visibility
–Social Media Mentions
•Customer Loyalty:
–Repeat Purchase Rates
–Customer Lifetime Value (CLV)
–Net Promoter Score (NPS)
12

13. Sampling Technique and Procedure
SamplingElement:
•Target Audience:Individuals or businesses engaging with digital marketing
channels.
SamplingFrame:
•Source List:Customer databases, social media followers, email subscriber
lists, or marketing campaign participants.
SamplingApproach:
•Method:Stratified Random Sampling (or specify another approach like
Simple Random Sampling)
•Criteria:Segment by demographics, industry, or engagement level.
DataCollectionTechnique:
•Data Collection Technique:
•Method:Online Surveys, Interviews, Analytics Data (e.g., web traffic, social
media metrics
13

14. Research Hypotheses
14
•H1: Digital marketing channels significantly influence revenue
generation.
–Explanation:Different channels (e.g., social media, search engines) have
varying impacts on total sales and ROI.
•H2: Specific digital marketing strategies enhance revenue growth.
–Explanation:Strategies like audience segmentation and personalization lead
to higher conversion rates and increased sales.
•H3: Customer engagement mediates the relationship between digital
marketing efforts and revenue.
–Explanation:Higher engagement (e.g., interactions, click-through rates)
improves the effectiveness of marketing campaigns in driving revenue.
•H4: Brand awareness and customer loyalty positively affect revenue
generation.
–Explanation:Increased brand recall and customer loyalty contribute to repeat
purchases and higher customer lifetime value.

15. Preliminary Analysis
•Data Overview:
–Sources:Digital marketing campaign metrics, customer feedback, and sales data.
–Scope:Analysis of engagement rates, conversion rates, and revenue figures.
•Key Findings:
–Channel Performance:Initial results indicate varying effectiveness of different digital
marketing channels in driving revenue.
–Strategy Impact:Preliminary data suggests that specific strategies (e.g., personalization) may
significantly boost conversion rates.
–Engagement Metrics:Higher customer engagement correlates with improved revenue
outcomes.
•Trends and Patterns:
–Engagement:Increased interaction with digital content often leads to higher sales.
–Brand Awareness:Positive correlation between brand visibility and revenue growth.
–Customer Loyalty:Repeat purchases and customer retention are linked to effective digital
marketing efforts.
•Next Steps:
–Further Analysis:Deep dive into channel-specific performance and strategy effectiveness.
–Validation:Test hypotheses with larger datasets and refine models.
15

16. Conclusions
•Digital marketing significantly boosts revenue.
•Integrating multiple strategies (SEO, social media,
email) is most effective.
•Emerging technologies (AI, ML) offer new
optimization opportunities.
•Emphasize consumer privacy and data security for
better outcomes.
•Continuous adaptation is key to digital marketing
success.
16

17. Contributions & Managerial Implications
•Enhanced Understanding of Digital Marketing:
–Provides insights into the effectiveness of various digital marketing strategies on
revenue generation.
•Strategic Integration:
–Highlights the importance of integrating multiple digital channels (SEO, social
media, email) for optimal results.
•Adoption of Emerging Technologies:
–Emphasizes the potential of AI, ML, and other technologies to optimize marketing
efforts and drive revenue.
•Focus on Privacy and Security:
–Underlines the need for robust data privacy and security measures to build
consumer trust and enhance marketing outcomes.
•Tailored Strategies for SMEs and Startups:
–Offers practical recommendations for smaller businesses to effectively leverage
digital marketing for growth.
•Future Research Directions:
–Suggests areas for future research, such as long-term impacts, cross-channel
synergies, and regional variations.
17

18. Limitations of the Study and Directions for Future Research
•Limitations:
1.Sample Size:Limited number of respondents may affect generalizability.
2.Data Source:Reliance on self-reported data may introduce bias.
3.Scope of Channels:Study may not cover all digital marketing channels.
4.Time Frame:Short study period may not capture long-term effects.
•Directions for Future Research:
1.Expand Sample Size:Include a larger and more diverse sample.
2.Broaden Data Sources:Incorporate additional data sources for validation.
3.Include More Channels:Explore a wider range of digital marketing channels.
4.Longitudinal Studies:Conduct research over a longer period to assess long-
term impacts.
18

19. Key Learning from OJT
•Practical Application of Theoretical Knowledge:
–Bridging classroom theories with real-world business practices.
•Enhanced Problem-Solving Skills:
–Developing solutions for actual business challenges and decision-making
processes.
•Industry Insights and Trends:
–Gaining understanding of industry-specific trends, challenges, and best
practices.
•Networking Opportunities:
–Building professional relationships with industry experts and peers.
•Soft Skills Development:
–Improving communication, teamwork, and leadership skills in a professional
setting.
•Career Exploration and Clarity:
–Gaining insights into career paths and industry roles, aiding in informed career
decisions.
19

20. Status of Participation in Review Meeting/s convened by Department
S.No Date of Review
Meeting
Status
(Present/Absent)
Remarks
1 13/03/2024 Present
2 14/03/2024 Present
3 14 /07/2024 Present
20

21. Frequency of Meeting/Interaction with Supervisor on Monthly Basis
S.No Date of Meeting Remarks
1 08/03/2024 Dissertation topic
2 15/05/2024 Updateregarding OJT
3 08 July2024 Talkabout the Final report
21

22. Thank You
22