A Research Paper on

Digital Marketing
Boon or Bane
for Indian Businesses
Presented by
Author I

Author II

Mr. Dhiraj Pramod Shirode

Dr. Madhulika A. Sonawane

Research Scholar

School of Management Studies, NMU

shirodedhiraj@gmail.com

mssonawane@nmu.ac.in

Introduction
Driving revenue growth through better consumer
engagement is the goal of every Digital Marketing campaign.
- Infosys
Using Internet, e-mail, television, smart phones & social
networks.
Rapid evolution of digital media created new opportunities for
advertising.
Consumer targeting is combined with audience intelligence,
directed delivery, and configuration technology.

History

1990s

Newsletter circulated via e-mail.

1994s

Spending for internet marketing totaled nearly nil.

1995s

Increased to over $300 million.

2013s

It became most common term for business.

Interactive pop-ups links to website from another one

Current Development

Segmentation

Influencer
marketing

Online
behavioral
advertising

Collaborative
environment

Types of Digital Marketing

SEO

SMM

PPC

Email
Mktg

Viral
Mktg

Text
Message

Affiliate
Mktg

Objectives of Study
To study the awareness of digital marketing in business sectors

To study the impact of DM in business sector

To analyze Is digital marketing boon or bane?

To compare traditional and digital marketing campaigns.

Aims of Implementation

Sales

Serve

Save

Sizzle

Drivers of Digital Marketing

Increase your
visibility.

Brand & product

recognition

Improve your
page ranking

Promotion on
social tools &
directories.

Engage with
your target
market

Generate
backlinks & write
quality content.

Drivers of Digital Marketing

Get you better

exposure

Grow your
annual revenues

Promote you
where your
customers visit

Get quality leads

walking towards
you

Barriers of Digital Marketing

It can be copied
Drowned by too much online ads
Huge Competition
Negative feedback can dent reputation
Dependant upon technology

Data Analysis
Awareness

16
46
Yes
38

No
Partial

Around 58

Around 62% business people aware about digital

marketing trends.

Data Analysis
DM Elements

10

5
50

34

SEO
SMM
Others
Email

Around 58

Around 84% business people prefer to adopt free

DM campaigns such as, SEO, SMM and Emails.

Data Analysis
What is DM for Business?

26
Boon
68

Around 58

As per the 68% peoples point of view Digital

Marketing is boon for their business.

Bane
Nothing

Live Example
Sales
45
40
35
30
25
41

20
15
10
5

20

18

TM

DM Start

0
Initial

Bagad Builders, Nasik

Current

Sales

Suggestion

As Smart phone, social media and internet usage is

rapidly growing so it directly make positive impact
in business growth

India is becoming 2nd largest country where

internet and smart phone users ratio is very high

DM trend is also rapidly growing so start adopting

it for business growth

Conclusion
As compared to TM, DM is getting higher result in
short time
62% business people aware about the importance
of DM for business
As an e-entrepreneurship, FDI is going to take place
in India, DM is helping hand for economical growth

DM has proven that it made positive impact on

business growth

With the whole study, research and survey I

can say that DM is surely Boon for Indian
businesses