This document presents a research paper on whether digital marketing is a boon or bane for Indian businesses. It provides an introduction to digital marketing and discusses its history and current developments. It then outlines the objectives and aims of the study, the types of digital marketing, drivers and barriers to digital marketing, and presents data analysis from a survey on digital marketing awareness and preferences among Indian businesses. It includes a case study example and provides suggestions and conclusions from the research that digital marketing has proven to be a boon for most Indian businesses by helping to increase sales, engagement, and growth.

1. Digital Marketing
Boon or Bane
for Indian Businesses
A Research Paper on
Presented by…
Author – I
Mr. Dhiraj Pramod Shirode
Research Scholar
shirodedhiraj@gmail.com
Author – II
Dr. Madhulika A. Sonawane
School of Management Studies, NMU
mssonawane@nmu.ac.in

2. 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.
Introduction

3. History
1990s
1994s
1995s
2013s
Newsletter circulated via e-mail.
Interactive pop-up’s links to website from another one
Spending for internet marketing totaled nearly nil.
Increased to over $300 million.
It became most common term for business.

4. Current Development
Segmentation Influencer
marketing
Online
behavioral
advertising
Collaborative
environment

5. Types of Digital Marketing
SEO SMM
Email
Mktg
PPC
Viral
Mktg
Text
Message
Affiliate
Mktg

6. 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.

7. Aims of Implementation
Sales Serve
Save Sizzle

8. Drivers of Digital Marketing
Increase your
visibility.
Promotion on
social tools &
directories.
Brand & product
recognition
Engage with
your target
market
Improve your
page ranking
Generate
backlinks & write
quality content.

9. Drivers of Digital Marketing
Get you better
exposure
Promote you
where your
customers visit
Grow your
annual revenues
Get quality leads
walking towards
you

10. Barriers of Digital Marketing
It can be copied
Drowned by too much online ads
Huge Competition
Negative feedback can dent reputation
Dependant upon technology

11. Data Analysis
46
38
16
Awareness
Yes
No
Partial
Around 58
Around 62% business people aware about digital
marketing trends.

12. Data Analysis
50
34
10 5
DM Elements
SEO
SMM
Others
Email
Around 58
Around 84% business people prefer to adopt free
DM campaigns such as, SEO, SMM and Emails.

13. Data Analysis
68
26
6
What is DM for Business?
Boon
Bane
Nothing
Around 58
As per the 68% people’s point of view Digital
Marketing is boon for their business.

14. Live Example
Bagad Builders, Nasik
7
20 18
41
0
5
10
15
20
25
30
35
40
45
Initial TM DM Start Current
Sales
Sales

15. 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 user’s ratio is very high
DM trend is also rapidly growing so start adopting
it for business growth

16. 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