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1. SEMESTER: 6

2. 1. Introduction In today's rapidly evolving marketing landscape, traditional strategies have given way to the dynamic realm of digital marketing. This transition reflects not only technological advancements but also shifts in consumer behaviour and preferences. Digital marketing has emerged as a pivotal element of modern corporate strategies, offering unprecedented opportunities to connect with global audiences and enhance brand visibility. The evolution from conventional text-based promotions to comprehensive digital campaigns signifies the increasing significance of the Internet in our daily lives. What initially served as a platform for commerce has now evolved into a multifaceted approach encompassing brand awareness, consumer engagement, and global communication. Brand image and recognition are paramount in the realm of digital marketing.

3. 1.1 Background In today's fast-paced business world, organizations that want to flourish in the digital era must navigate the domains of digital marketing and brand awareness effectively. With the extensive influence of online platforms, businesses must effectively use digital marketing tactics to not only promote their products but also establish a strong brand presence. Types of Digital Marketing: 1. Social Media Marketing 2. Email Marketing 3. Search Engine Optimization 4. Content Marketing 5. Mobile Marketing

4. 1.2 Objectives of Study The objective of the study is to investigate and analyze the impact of digital marketing strategies on brand image. This involves examining how various digital marketing channels and tactics influence consumers' perceptions, attitudes, and associations with a brand. The study aims to identify the effectiveness of different digital marketing approaches in shaping brand image, understanding consumer behaviour in response to digital brand messaging, and exploring factors that contribute to building a positive brand image online. 1.3 Significance of Study ● Resource optimization ● Enhanced campaign performance ● Amplified brand visibility and engagement ● Consumer behaviour insights ● Iterative marketing strategies ● Fostering brand loyalty and advocacy ● Cultivation of trust and credibility ● Risk mitigation ● Long-term brand success

5. 2. Literature Review In today's digitally driven world, the marketing landscape has changed dramatically, with digital platforms serving as the major battleground for firms looking to gain consumers' attention and allegiance. The concept of brand awareness, which symbolizes how well customers know and recognize a specific brand, is fundamental to this shift. Theoretical frameworks that explain the impact of digital marketing on brand awareness are essential for understanding the mechanisms by which digital initiatives influence customer perceptions and behaviours . Here, we look at many theoretical perspectives on the relationship between digital marketing actions and brand recognition.

6. 2.1 Theoretical Framework In today's digitally driven world, the marketing landscape has changed dramatically, with digital platforms serving as the major battleground for firms looking to gain consumers' attention and allegiance. The concept of brand awareness, which symbolizes how well customers know and recognize a specific brand, is fundamental to this shift. Theoretical frameworks that explain the impact of digital marketing on brand awareness are essential for understanding the mechanisms by which digital initiatives influence customer perceptions and behaviours. Here, we look at many theoretical perspectives on the relationship between digital marketing actions and brand recognition.

7. 2.2 Digital Platforms In the modern digital age, the development of digital platforms has transformed how people interact, communicate, and consume information. These platforms cover a wide range of online areas, including social media networks, e-commerce websites, search engines, and mobile applications. As hubs of connectivity and engagement, digital platforms play an important role in shaping consumer behaviours, influencing purchasing decisions, and facilitating brand-customer interactions. Here, we look at the complex nature of digital platforms, including their impact on marketing, communication, and engagement.

8. 2.3 Conceptual Frameworks The Digital Touchpoints Model describes brand-consumer interactions across several digital touchpoints, including social media, search engines, websites, and mobile apps. It depicts how consumers interact with brands throughout their digital journey, from initial discovery to post-purchase involvement. By mapping the customer journey across digital touchpoints, marketers may find chances to increase brand visibility and awareness at each stage using focused digital marketing methods. ● The Engagement Funnel Framework ● Integrated Marketing Communication (IMC) ● The Brand Experience Framework

9. 3. Scope of the Project The scope of the project includes a thorough examination of theory frameworks, data platforms, concepts, research gaps and empirical research designs. It also covers analysis, interpretation and implications related to the effect of Digital Marketing on Brand Awareness. The project is intended to extend the existing knowledge base and provide useful information for marketing professionals and companies active in digital media by means of a methodical analysis.

10. 3 .1 Scope of the Project Points 1. Theoretical Framework Analysis: The project will examine several theoretical perspectives, including information processing theory, the Elaboration Likelihood Model, social learning theory and network effect theory, in order to understand how digital marketing affects brand awareness.   2. Digital Platforms Exploration: The project will examine the complexity of digital platforms, e.g. chat applications, social media, online shopping, search engines and content redistribution. 3. Identification of Research Gaps: Through a thorough review of the current literature, the project will identify research gaps in order to understand how digital marketing has an impact on brand awareness. 4. Empirical Research Design: An overview of the research design, including sample strategies, analytical methods and data collection procedures, will be presented in this project. Qualitative techniques such as focus groups and interviews, along with Quantitative methods.

11. 4 . Problem Statement Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Its impact is not well realized by some of the companies especially SME, since there is a new marketing technology which use digital tools such as social media which can help the company to create brand awareness and it also increase brand visibility. However, brands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and/or engender trust.

12. 4 .1 Problem Statement Brands are built on the product itself, the accompanying marketing activity, and the use (or non-use) by customers as well as others and another fact is since now most of the people spend most of their time on Mobile phones and internet to get all information they need to get, they don’t have time to get information or current affairs on traditional media. Brands thus reflect the complete experience that customers have with products. Brands also play an important role in determining the effectiveness of marketing efforts such as advertising and channel placement. Finally, brands are an asset in the financial sense. Thus, brands manifest their impact at three primary levels customer market, product-market, and financial-market.

13. 5. Research Methodology Research methodology is a structured and scientific approach used to collect, analyze, and interpret quantitative or qualitative data to answer research questions or test hypotheses. A research methodology is like a plan for carrying out research and helps keep researchers on track by limiting the scope of the research. Several aspects must be considered before selecting an appropriate research methodology, such as research limitations and ethical concerns that may affect your research. A research methodology describes the techniques and procedures used to identify and analyze information regarding a specific research topic. It is a process by which researchers design their study so that they can achieve their objectives using the selected research instruments. It includes all the important aspects of research.

14. 5.1 Research Design The research design describes the methodology and organization of the study. In this case, a combination of different methods will be used which include both quantification and qualitative techniques. In addition to quantitative data, this method allows for a thorough investigation of how digital marketing affects brand awareness and provides rich insight from focus groups and interviews. 1. Quantitative component 2. Qualitative component 3. Mixed methods integration

15. 5.2 Data Collection Methods Data collection methods shall be described as strategies and processes used to obtain information relevant for the research project. In order to investigate the impact of digital marketing on brand awareness, a number of techniques will be used to collect both quantitative and qualitative data: 1. Surveys 2. Interviews/Focus Groups 3. Content Analysis

16. 6 . Analysis and Interpretation Here’s the result of report on the impact of digital marketing on brand awareness The findings obtained from the data collection efforts. Here's a structured approach to the data: 1. Analyzed data by doing segments (e.g., demographics, customer segments) to identify variations in brand awareness and digital marketing effectiveness across different groups. 2. Analyzed open-ended responses from surveys to identify common themes and patterns related to perceptions of brand awareness and the impact of digital marketing efforts. 3. Analyzed digital marketing content (e.g., social media posts, ads) to identify recurring themes, messaging strategies, and creative elements that resonate with the target audience. 4. Compared the effectiveness of different digital marketing channels (e.g., social media, email, search engine marketing) in driving brand awareness and engagement. 5. Summarized the main findings from the analysis for understanding the impact of digital marketing on brand awareness. 6. Used visual aids such as charts, graphs, and diagrams to illustrate key findings and trends, making it easier to understand and interpret the data.

17. 6.1 HOURS PER DAY SPENT ON INTERNET BY AGE GROUPS

18. 6.2 What factors influence your perception of a brand when you encounter it through digital marketing?

19. 6.3 Have you ever engaged with a brand’s digital marketing content without making a purchase?

20. 6.4 What type of digital marketing content do you find most engaging?

21. 6.5 What role do customer testimonials play in shaping your perception of a brand’s credibility?

22. 7 . Findings and Suggestions 7.1 FINDINGS: 1. Increased Brand Visibility: Digital marketing efforts have led to a significant increase in brand visibility, as evidenced by higher website traffic, social media engagement metrics, and brand mentions across digital platforms. 2. Positive Brand Perception: Consumers exhibit a more favorable perception of the brand following exposure to digital marketing campaigns, with sentiment analysis indicating a predominance of positive sentiments in online discussions and feedback. 3. Effective Digital Channels: Certain digital channels, such as social media platforms and email marketing, have emerged as particularly effective in driving brand awareness, with high engagement rates and reach among target audiences.

23. 7 .2 Suggestions This paper has pointed out the impact of digital marketing platforms on how they enhance brand awareness of the company. The results has shown that the new era of science and technology has change the means of communication from traditional media channel such as newspaper and radio to digital platforms such as google, blogs, email, Facebook tweeter. Those digital platforms have proven to be more effective by both customers and the company which they use them. Most of the customers using internet and social media to look on information whenever they appear on their phones or computer which gives them opportunities to get information posted by companies. People they don’t wait for newspaper or radio to get information rather they search on social media. Brands awareness could be raised through internet marketing tools, which notify, remind, and convince customers about their brands, products, or services. In order to increase brand awareness, it is necessary to increase interaction with your brand, build positive brand associations, increase brand loyalty by linking it with the target audience, and motivate customers to get acquainted with your brand and associated products.

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