 Digital marketing is the marketing of products or services using digital

technologies, mainly on the Internet.

 Digital marketing's development since the 1990s and 2000s has changed the
way brands and businesses use technology for marketing.
 Digital marketing industry in India is a booming career today.
 It is expected to have a very high significant growth in Digital marketing
career.
 The growth in the digital marketing trends is making a very substantial impact
on marketing and advertisement.
 Olive Grapes was started as a Web Development Company
in the year 2008. Now, they have diversified into ITES,
Branding and Training horizons.
 They offer a fully integrated digital marketing service
aiming to provide customized strategies that work for an
individual or a concern.
 They implement effective online marketing campaigns that
will deliver traffic, enquiries, sales and most importantly, a
return on the digital marketing spend.
Discuss Your Needs & Views
Think of an Unique Idea
Design the Concept
Development
Show it to the world
 Finding the online presence of the client. 


 Identifying what solutions would be better for a
particular client.
 Understanding the requirements of the clients.



 To find the online communities preferred by the
clients of Olive grapes.
 To identify the digital marketing services opted by
the clients from Olive Grapes.
 To know the satisfaction level of the clients towards
digital marketing of Olive grapes.
 To understand the elements in digital marketing.
 To understand what dynamic role a digital marketing might
play in paying to the success of a company.
 It will be essential to comprehend the background of
existing issues and to categorize the services preferred by
the clients.
 It focuses upon understanding the effectiveness of
branding through digital marketing. It helps to identify the
target group of the clients.
 In collecting primary data, it is really hard to get correct
information from clients as they might not feel comfortable
or provide their false feeling.
 Due to confidentiality clauses within the organization, it was
not possible to gather some more information that could
make the report much greater from all aspects. 

 The time span for the project is limited.
 Neelika Arora has published research article entitled “Trends in
Online Advertising” in advertising Express, Dec2004.

In India, Internet as a medium is accepted by a wider industrial segment that
includes automobiles, telecom, education, banking, insurance, credit cards, FMCG
(Fast Moving Consumer Goods), apparel/clothing, durables, media, business
services and tourism.
Out of these , it is estimated that the banking, FMCG and insurance sectors
together account for 45% of the total advertising spend.
In comparison to this, automotive, travel and retail spend 37% of the total
advertising revenue and financial service companies spend 12% only.
 Jaffrey Graham has published his article entitled “Web
advertising’s future : e-Marketing strategy”

The report studies research from dozens of companies and calculates the
cost and effectiveness of advertising across various media. Branding on the Internet
works. For existing brands, the Internet is more effective in driving recall than
television, magazines, and newspapers and at least as good in generating product
interest.
 Victor Van Valen has published article “Is Your
Marketing Smart”.

Today advertisers not only need to cater to and directly pinpoint a precise
targeted audience, but they need to customize their advertisements as well. In digital
marketing, you have an idea of who will see your ads, and it create an impact on your
audience.
Digital Marketing: Strategies for Online Success
by Godfrey Parkin

The force of the internet and the power of online consumers have
dramatically altered the face of today's business world. Understanding and
using this resource to its best advantage is essential to the success of every
business.
 Advertising in social media: How consumers act after
seeing social ads. Adapted from Nielsen.

Social media has not only changed how people communicate

online, but it has also changed the consumption of other media too.
Online social connections are used to filter, discuss, disseminate, and
validate news, entertainment, and products for consumption.
 The descriptive research design is used for understanding the digital
market concept.

Data Sources:
Primary Data: -
 It is a first and data which is collected by you only. The different way of collecting
primary data is personal interview, questionnaire, survey etc.
Secondary Data:-
 Secondary data is collected from already existing sources in various organization
broachers & records. Secondary data for the study were collected from the
websites & other previous studies.
 Population – 520
 sample size – 120
 Sampling method – simple random sampling
 Tools for Analysis – Frequency analysis and Chi-square test
FREQUENCY ANALYSIS
 Frequency analysis is a descriptive statistical method that shows the number of
occurrences of each response chosen by the respondents.

Chi SQUARE TEST

 It is used to discover if there is a relationship between two categorical variables.
 S.NO Particulars No .of Respondent Percentage

1 Excellent 36 30.0

2 Very good 46 38.3

3 Good 30 25.0

4 fair 7 5.8

5 poor 1 .8

Total 120 100.0

Interpretation:
The above table shows that 38.3% of the respondents think that Olive grapes is Very good, 30% of the
respondents think that Olive grapes is excellent, 25% of the respondents think that Olive grapes is Good, 5.8% of the
respondents think that Olive grapes is Fair, 0.8% of the respondents think that Olive grapes is poor.
S.NO Particulars No .of Respondent Percentage

1 Friends
39 32.5

2 Social media
43 35.8

3 Advertisements
25 20.8

4 Other sources
13 10.8

Total
120 100.0

Interpretation:
The above table shows that 35.8% of the respondents got to know about Olive grapes through Social media,
32.5% of the respondents got to know about Olive grapes through Friends, 20.8% of the respondents got to know
about Olive grapes through Advertisements, 10.8% of the respondents got to know about Olive grapes through Other
sources.
S.NO Particulars No .of Respondent Percentage

1 Not important
10 8.3

2 Important
48 40.0

3 Very important
38 31.7

4 Neutral
24 20.0

Total
120 100.0

Interpretation:
The above table shows that 40% of the respondents tells that social media accounts for their organization
is important, 31.7% of the respondents tells that social media accounts for their organization is very
important, 20% of the respondents tells that social media accounts for their organization is neutral, 8.3% of
the respondents tells that social media accounts for their organization is not important.
 S.NO Particulars No .of Percentage
Respondent

1 Facebook
51 42.5

2 Twitter
36 30.0

3 LinkedIn
12 10.0

4 Stumble Upon
1 .8

5 YouTube
20 16.7

Total 120 100.0

Interpretation:
The above table shows that 42.5% of the respondents have account in Facebook for their business, 30% of the
respondents have account in Twitter for their business, 16.7% of the respondents have account in Youtube for their business,
10% of the respondents have account in LinkedIn for their business, 0.8% of the respondents have account in Stumble Upon
for their business.
 S.NO Particulars No .of Percentage
Respondent

1 Wix 1 .8

2 Survey monkey 24 20.0

3 Google Adwords 44 36.7

4 Free webs 9 7.5

5 Linkedin 37 30.8

6 Others 5 4.2

Total 120 100.0

Interpretation:
The above table shows that 36.7% of the respondents use Google Adwords as their marketing application, 30.8% of
the respondents use Linkedin as their marketing application, 20% of the respondents use Survey monkey as their marketing
application, 7.5% of the respondents use Free webs as their marketing application, 4.2% of the respondents use Others as
their marketing application, 0.8%of the respondents use Wix as their marketing application.
 S.NO Particulars No .of Respondent Percentage

1 E-mail newsletter 11 9.2

2 Blogging updates 5 4.2

3 Facebook 41 34.2

4 Linkedin 1 .8

5 Mobile device
37 30.8
application

6 Text message marketing

25 20.8

Total 120 100.0

Interpretation:
The above table shows that 34.2% of the respondents use facebook to communicate with their chamber members,
30.8% of the respondents use Mobile device application to communicate with their chamber members, 20.8% of the
respondents use Text message marketing to communicate with their chamber members, 9.2% of the respondents use E-mail
newsletter to communicate with their chamber members, 4.2% of the respondents use Blogging updates to communicate
with their chamber members, 0.8% of the respondents use Linkedin to communicate with their chamber members.
 S.NO Particulars No .of Respondent Percentage

1 Good design 24 20.0

2 Good functionality 22 18.3

3 Reliable 8 6.7

4 Consistency 21 17.5

5 Durable 14 11.7

6 Good after sales 22 18.3

service

7 Value for money 9 7.5

Total 120 100.0

Interpretation:
The above table shows that 20% of the respondents thinks Good design as the unique feature of olive grapes, 18.3% of the
respondents thinks Good functionality as the unique feature of olive grapes, 18.3% of the respondents thinks Good after sales
service as the unique feature of olive grapes, 17.5% of the respondents thinks Consistency as the unique feature of olive grapes,
11.7% of the respondents thinks Durable as the unique feature of olive grapes, 7.5% of the respondents thinks Value for money
as the unique feature of olive grapes, 6.7% of the respondents thinks Reliable as the unique feature of olive grapes.
S.NO Particulars No .of Percentage
Respondent

1 Agree
69 57.5

2 Neutral
51 42.5

Total
120 100.0

Interpretation:
The above table shows that 57.5% of the respondents agree that Olive grapes did help them in achieving
their firms online marketing objective, 42.5% of the respondents neutral that Olive grapes did help them in
achieving their firms online marketing objective.
 S.NO Particulars No .of Respondent Percentage

1 Exceptional Service 22 18.3

2 Exceptional Expertise 43 35.8

Ongoing Access to
3 Training and Resources 6 5.0

4 On time delivery 27 22.5

5 Collaborative Network 10 8.3

of Users

6 Transparent 12 10.0

120 100.0
7 Total

Interpretation:
The above table shows that 35.8% of the respondents feels that Olive grapes is different from other firms due to
Exceptional Expertise, 22.5% of the respondents feels that Olive grapes is different from other firms due to On time
delivery, 18.3% of the respondents feels that Olive grapes is different from other firms due to Exceptional Service, 10%
of the respondents feels that Olive grapes is different from other firms due to Transparent , 8.3% of the respondents feels
that Olive grapes is different from other firms due to Collaborative Network of Users, 5%of the respondents feels that
Olive grapes is different from other firms due to Ongoing Access to Training and Resources.
S.NO Particulars No .of Percentage
Respondent

4
1 1 .8

6
2 4 3.3

7
3 12 10.0

8
4 34 28.3

9
5 51 42.5

10
6 18 15.0

Total
120 100.0

Interpretation:
The above table shows that 42.5% of the respondents on a scale of 10, have chosen 9, 28.3% of the
respondents on a scale of 10, have chosen 8, 15% of the respondents on a scale of 10, have chosen 10,
10% of the respondents on a scale of 10, have chosen 7, 3.3% of the respondents on a scale of 10, have
chosen 6, 0.8% of the respondents on a scale of 10, have chosen 4.
 S.NO Particulars No .of Respondent Percentage

1 Yes
119 99.2

2 No
1 .8

Total
120 100.0

Interpretation:

The above table shows that 99.2 % of the respondents will suggest Olive grapes to their friends and 0.8% of the
respondents will not suggest Olive grapes to their friends.
 1. On which of these online communities do you currently have an account for your business?

2. Which of these marketing applications do you use?

Chi-Square Tests

Value df Asymptotic Significance (2-sided)

Pearson Chi-Square
16.864a 20 .662

Likelihood Ratio
18.132 20 .579

Linear-by-Linear Association
5.415 1 .020

N of Valid Cases
120

a. 22 cells (73.3%) have expected count less than 5. The minimum expected count is .01.

Interpretation:
The above table shows that chi-square value for the assumptions is not significant as it is an wish of each
individual organization to choose the online communities and the marketing applications since the need of each
organization differs according to their business.
 Most of the real sector people actually understanding the value and opportunities
of digital marketing. 

 With the study of digital marketing I came to its emergence and extreme growth in
today’s scenario. 

 What I found in client servicing is convincing clients is bit complex as they too
have complete knowledge about the digital marketing and also explaining how we
are better than others.
 38.3% of the respondents think that Olive grapes is Very good.
 35.8% of the respondents got to know about Olive grapes through Social media.
 40% of the respondents tells that social media accounts for their organization is
important.
 42.5% of the respondents have account in Facebook for their business.
 36.7% of the respondents use Google Adwords as their marketing application.
 34.2% of the respondents use facebook to communicate with their chamber
members.
 20% of the respondents thinks Good design as the unique feature of olive grapes.
 57.5% of the respondents agree that Olive grapes did help them in achieving their
firms online marketing objective.
 35.8% of the respondents feels that Olive grapes is different from other firms due
to Exceptional Expertise.
 42.5% of the respondents on a scale of 10, have chosen 9.
 99.2 % of the respondents will suggest Olive grapes to their friends.
 Creativity and innovation must be developed.
 Delivery of the products must be fast.
 After sales service must be improved.
 Content writing should be expressive.
 Different templets must be used.
 Clients should be given proper training about using the product.
 The research focused on the how digital marketing works. Consumers are highly
information seeker and they will do research about a product before going to a
retail shop. Therefore, brands want to give platforms to consumers to understand
their product or to get a really feel of that brand.
 With my research I would like to conclude that the digital marketing strategies
performed in Olive grapes are effective.
 I conclude my research by quoting again that “Brands must pursue digital
platform”.