A

SYNOPSIS ON

DIGITAL MARKETING

AT

“HDFC BANK LTD”

SUBMITTED

BY

BANDARI MALATHI

(HT.NO: 140821672093)

Project submitted in partial fulfillment for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

OSMANIA UNIVERSITY

Dr .B .R. AMBEDKAR INSTITUTE OF MANAGEMENT &

TECHNOLOGY

(APPROVED BY AICTE & AFFILIATED TO OSMANIA

UNIVERSITY)

Baghlingampally, Hyderabad – 500044

2021-2023

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 STATEMENT OF PROBLEM

Digital marketing is a paid form of promotion of products and services through an

identified sponsor using a digital medium. Digital marketing is that element of

promotion mix, which is often considered prominent in the overall marketing matrix.

Its high visibility and pervasiveness has made it an important commercial medium in

Indian society. It is a means of influencing the consumer to buy products or services

through visual or audio persuasion. A product or service is primarily advertised to

create awareness of its utility in the minds of potential buyers. As a result of

globalization and the consequent changes in consumer buying patterns, the

advertising industry has undergone significant transformation in past few years. The

current article highlights the scenario of digital marketing challenges and ways to

overcome it.

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1.1 INTRODUCTION:

“Marketing is the set of human activities directed at facilitating and consummating

exchanges.”

“It is not the strongest of the species that survives, not the most intelligent that

survives. It is the one that is the most adaptable to change.”

Marketing as “the science and art of exploring, creating, and delivering value to

satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs

and desires. It identifies measures and quantifies the size of the identified market and

the profit potential.

Marketing strategy: A marketing strategy is a business all over game plan for

reaching people and turning them into customers of the product or service that the

business provides. The marketing strategy of a company contains the company’s

value proposition, key marketing messages, information on the target customer and

other high level elements.

Digital Marketing: Digital marketing is the marketing of products on services using

digital technologies mainly on the internet, but also including mobile phones, display

advertising and any other digital medium.

Digital Marketing is a form direct marketing which links consumers with sellers

electronically using interactive technologies like e-mails, websites, online forums,

newsgroups, interactive television, and mobile communications etc.

The Digital Marketing Era: Digital marketing development since 1990s and 2000s

has changed the way brands and businesses use technology for marketing. This era is

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one that we experienced in the recent times, and is formed due to society’s

dependence on technology and internet. Using this technology to reach markets has

paved the way for smaller companies to rise up and although traditional marketing

values should not be replaced, digital marketing is becoming more valuable to

companies large and small.

Types of Digital Marketing:

 Social Media Marketing

 Content Marketing

 Search Engine Optimization

 Search Engine Marketing

 Pay-Per Click

 Affiliate Marketing

 E-mail Marketing

 Radio Advertising

 Search Engine Marketing: A web search engine is a software system that is

designed to search for information on the World Wide Web. The search results

are generally presented in a line of results often referred to as search engine

results pages (SERPs). The information may be a mix of web pages, images,

and other types of files. Also, search engines maintain real-time information

by running an algorithm on a web crawler.

 Pay- per click: It is a model of internet marketing in which advertisers pay a

fee each time one of their ads is clicked. Essentially, it’s a way of buying visits

to your site, rather than attempting to “earn” those visits organically.

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 E-Mail marketing: It can be one of the strongest channels for ROI and

customer acquisition. E-mail is a vibrant and powerful way to connect with

people. It is an effective marketing strategy when used in conjunction with

relevant content and information. Each mail you create needs to have a goal

and purpose, with the overarching goal of email marketing being to deliver

relevant content and information to a segment of lead or customers.

 Social Media Marketing: It is the process of marketing through social media

sites like Twitter, Face book, and YouTube. By utilizing the social aspect of

the web, social media marketing id able to connect and interact on a much

more personalized and dynamic level than through traditional marketing.

 Search Engine Optimization: It is the process of affecting the online

visibility of a website or a web page in a web search engine’s unpaid results-

often referred to as “natural”, “organic”, or “earned” results.

 Affiliate Marketing: It is the process of earning a commission by promoting

others people’s (or company’s) products. You can find a product you like,

promote it to others and earn a piece of the profit for each sale that you make.

 Content Marketing: It is a type of marketing that involves the creation and

sharing of online material (such as videos, blogs, and social media posts) that

does not explicitly promote a brand but is intended to stimulate interest in its

products or services.

 Radio Advertising: It works by allowing advertisers to buy airtime on various

radio stations, where they can air commercials, or spots, about their products

or services.

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 AIMS AND OBJECTIVES OF THE STUDY:

 To understand the marketing strategies of Digital marketing HDFC BANK

LTD.

 To analyze how effectively the company is using its marketing strategies.

 To understand how the company makes the client’s website to reach top

position.

 To evaluate the opinion of the clients feedback on Digital marketing HDFC

BANK LTD.

 To know the level of satisfaction of the clients of Digital marketing HDFC

BANK LTD.

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1.5 RESEARCH METHODOLOGY:

NATURE FOR THE STUDY:

The original services offered by Digital Marketing HDFC BANK LTD in early days

were based around digital marketing. And this has reminded their particular area of

passion. Now a full-scale internet marketing company, they offer advanced service in

SEO, SEM, and social media. Using web analytics to execute new marketing

strategies. Track and monitor the results of digital marketing. Evaluate success rates

in real time. Map out new directions for future marketing campaigns.

SCOPE OF THE STUDY:

The scope of the study is to examine how effectively the marketing strategies of

Digital Marketing HDFC BANK LTD are implemented and covers overall client’s

satisfaction of the company. Digital Marketing has several smaller divisions that work

in different directions yet contributing to the overall growth of the firm. The study

was conducted from May, and the response is related to that period only.

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METHODOLOGY

Sources of data:
 Primary sources
 Secondary sources

Primary sources:
Primary sources are the original sources directly collected that have not been
previously collected.

Primary data in this research was obtained through questionnaires and direct
interview.

Questionnaires, with multiple choice questions, close ended questions and few open
ended questions.

Through personal interviews to collect information on responses requiring an

Mail Questionnaire: The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or distorted
by the interviewers. Mail Questionnaires require simple and clearly worded questions.

Secondary sources:
These are the sources that have been collected and compiled for another purpose.

Secondary data for the study has been obtained through the company’s brochure and
information from library and through internet source, magazines, and articles.

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Sampling technique:
Data gathering is crucial in research, as the data is meant to contribute to a better
understanding of a theoretical framework.

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Purposive Sampling: (also known as judgment sampling) is the deliberate choice of

participant due to the qualities that the participant possesses. It is a non-random technique

that does not need underlying theories or a set number of participants. The researcher decides

what needs to be known and sets out to find people who can and are willing to provide the

information by virtue of knowledge and experience. This involves identification and selection

of individuals or group of individuals that are proficient and well-informed with a

phenomenon of interest. In addition to knowledge and experience, and note the importance of

availability and willingness to participate, and the ability to communicate experiences and

opinions in an articulate, expressive and reflective manner. The idea behind purposive

sampling is to concentrate on people with particular characteristics who will be better able to

assist with the relevant study.

In this, purposive sampling is used for the study.

Sample size:

Digital marketing HDFC BANK LTD has more than 12+ companies as its clients. The

proposed sample for the study is 9 companies/clients.

Statistical tools:

Questions are categorized into multi-choice, dichotomous, close-ended questions, likert scale,

rating scale, importance scale, intention- to- buy scale. The tabulated data is calculated by

using MS-EXCEL 2020 version.

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LIMITATIONS OF THE STUDY:

 Firstly, the respondents were not readily available and the data were collected as per

the convenience of the respondents.

 Secondly, time is also one of constraints. Duration of 45 days is not sufficient to cover

all the aspects of the study.

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 CHAPTERISATION

 CHAPTER -1 - INTRODUCTION

 This chapter includes the introduction of the topic, need, scope, objectives of the

study, Project limitations and methodology of the study.

 CHAPTER - 2 REVIEW OF LITERATURE

 This chapter includes the theoretical background and articles written by different

authors and brief explanation of the topic.

 CHAPTER - 3 - INDUSTRY PROFILE & COMPANY PROFILE

 Introduction Of Industry Profile And Company Profile vision, mission

 CHAPTER - 4 - DATA ANALYSIS AND INTERPRETATION

 This chapter includes the five years data and it also includes the interpretation based

on the study.

 CHAPTER - 5 – SUMMARY AND CONCLUSION

 This chapter includes the overall summary of the project and the conclusion based on

the study during the period.

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 BIBLIOGRAPHY:

TEXT BOOKS:

1. Kotler, Philip (2016) - Marketing Management; A South Asian Perspective; Pearson;

New- Delhi.

2. Kotler, Philip (2015) – Principles Of Marketing; A South Asian Perspective; Pearson;

New- Delhi.

3. Understanding digital marketing- Damian Ryan

4. Applications of digital marketing – Abhishek Das.

5. Fundamentals of digital marketing- Puneet Singh Bhatia. The art of digital

marketing- IAN DODSON.

6. P. Sathya(2015), A Study on Digital Marketing and its Impact ,International Journal

of Science and Research (IJSR) ISSN (Online): 2319-7064 Index Copernicus Value

JOURNALS:

1. International Journal of Science and Research (IJSR) ISSN (Online): 2319-7064

Index Copernicus Value (2015): 78.96 | Impact Factor (2015): 6.391

2. International Journal of Management Science and Business Administration Volume 1,

Issue 5, April 2015, Pages 69-80

3. International Journal of Research in Marketing, Volume 34, Issue 1, March 2017,

Pages 22-45

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 4. European Management Journal Volume 32, Issue 1, February 2014, Pages 1-12

5. Business Horizons Volume 58, Issue 5, September–October 2015, Pages 539-549

6. Digital market research Volume no.03,Issue no.10,December 2018.

7. Impact on marketing ,Volume no.06,Issue no.09,october2018

8. Digital market research Volume no.03,Issue no.10,December 2018

9. Effectiveness of digital marketing ,Volumeno.10,Issue no.09,December2017

10. Media consumption marketing ,Volume no.15, issue no.06 November 2016

WEBSITES:

1. www.dmss.co.in

2. www.investopedia.com

3. www.kotlermarketing.com

4. www.journals.elsevier.com

5. www.ijmm.net

6. www.emeraldinsight.com/journal/ijbm

7. www.emeraldinsight.com/journal/apijm

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