A STUDY ON LEAD GENERATION USING SEO TOOL

A PROJECT REPORT SUBMITTED TO

VELS INSTITUTE OF SCIENCE, TECHNOLOGY AND ADVANCE STUDIES

(VISTAS)

(Estd. U/s 3 of the UGC Act, 1956)

In partial fulfilment of the requirement
for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION-GENERAL

Submitted by

BALAJI E

20301106

Under the guidance of

DR.G.MADHUMITA

Asst. Professor

SCHOOL OF MANAGEMENT STUDIES

VISTAS

P.V. VAITHIYALINGAM ROAD,

OLD PALLAVARAM CHENNAI-600 117

(2020-2022)
 SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that Project report titled “A STUDY ON LEAD GENERATION USING SEO

TOOL” is a bonafide record of work carried out by BALAJI E (20301106) SCHOOL OF

MANAGEMENT STUDIES under VISTAS submitted in partial fulfilment of the requirements

for the award of the degree of Master of Business Administration for the fourth semester

during 2020 - 2022 under our guidance.

Dr. G.Rajini Dr. G. Madhumita

HOD – M.B.A (General) ASST PROFESSOR

DR. P.R.RAMAKRISHNAN
DEAN

INTERNAL EXAMINER EXTERNAL EXAMINER

COMPANY PROJECT COMPLETION CERTIFICATE
 DECLARATION

I BALAJI E (20301106) a student of Master of Business Administration, SCHOOL OF

MANAGEMENT STUDIES, VISTAS here by, declare that the project work titled “A STUDY ON

LEAD GENERATION USING SEO TOOL ”, submitted to the VISTAS in partial fulfilment of

the requirement for the award of the degree of Master of Business Administration is a record of

bonafide research carried out by me under the guidance of DR.G.MADHUMITA, ASSISTANT

PROFESSOR MBA.,SET.,Ph.D SCHOOL OF MANAGEMENT STUDIES, VISTAS and no

part of it has been submitted for any other degree or diploma.

Place: CHENNAI (BALAJI E)

Date: 03/06/2022 20301106
 ACKNOWLEDGEMENT

I am very much grateful to our Chancellor Dr. Ishari K Ganesh, Dr. A. Jothi Murugan, Pro
Chancellor – Planning & Development, Dr. Arthi K Ganesh, Pro Chancellor – Academics and
Ms. Preetha Ganesh, Vice President for giving us an opportunity to study and encouraged us in
all our efforts throughout the program.

I would like to express my deep gratitude to our Vice Chancellor Dr.S.Sriman Narayanan our
Registrar Dr. P.Saravanan and Dr. A. Udayakumar, Controller of Examinations for all their
endeavor in educating us in this esteemed organization.

I wish to express my gratefulness to Dr. P.R Ramakrishnan, Dean, for the encouragement and
guidance during the project. I would like to thank Dr. G. Rajini, Professor- Head MBA
(General), School of Management Studies for nurturing with a conducive environment and for
her professional insights and updates during reviews so as to complete my project and the entire
program successfully.

I wish to express my humble thanks to my guide G. Madhumitha, Assistant Professor School

of management studies, VISTAS, for his/her guidance the project and to all faculty members and
who mentored and made us learn about managing ourselves and business organizations

I also express my heartfelt thanks to My Parents, Family members and all my friends for their
Previous advice, continuous encouragement and support and for all the help they have conducted
to me which facilitated to the completion of this work.
 CONTENTS
CHAPTER
TITLE PAGE NUMBER
NO.

1 INTRODUCTION 01

1.1 INDUSTRY PROFILE 08

1.2 COMPANY PROFILE 16

1.3 OBJECTIVES OF THE STUDY 19

1.4 NEED FOR THE STUDY 20

1.5 SCOPE OF THE STUDY 20

1.6 LIMITATIONS OF THE STUDY 21

2 REVIEW OF LITERATURE 22

3 RESEARCH METHODOLOGY 28

3.1 RESEARCH DESIGN 28

3.2 SOURCES OF DATA 29

3.3 STATISTICAL TOOLS AND TECHNIQUES 30

3.4 SAMPLING METHOD 32

4 DATA ANALYSIS AND INTERPRETATION 33

5 FINDINGS 62

6 65
SUGGESTIONS

7 CONCLUSION 66

8 BIBLIOGRAPHY 67

9 APPENDIX 69
 LIST OF TABLES
Table PAGE
TITLE
No NO

4.1 AGE WISE CLASSIFICATION OF CUSTOMERS 33

4.2 GENDER OF THE RESPONDENTS 34

4.3 EDUCATION OF THE RESPONDENTS 35

4.4 RESPONDENTS OF THE ORGANIZATION 36

4.5 REACHABILITY OF THE PRODUCTS IS MUCH EASIER 39

4.6 PRODUCT CONTENTS ARE MORE RELATABLE 40

4.7 PRODUCTS ARE GOOD IN QUALITY 41

4.8 AS A CUSTOMER I EASILY AM ABLE TO REACT TO THE 42

PRODUCT QUALITY

4.9 COULD FEEL PURCHASE YOUR COMPANY PRODUCTS ARE 43

VERY EASILY

4.10 COMPANY RESOURCES ARE TRULY EFFECTIVE 44

4.11 REACH YOUR SERVICE AT ANY TIME 45

4.12 THIS TECHNOLOGY IS HELPS TO BUY THE PRODUCT 46

4.13 YOUR SALES REPRESENTATIVE IS REALLY HELPFUL WHEN I 47

AM PURCHASING

4.14 SEO TOOL IS MOST VALUABLE METHODS OF BRANDING 48

THE PRODUCTS TO US

4.15 SEO MARKETING KNOWLEDGE CAN BE RELATE WITH THE 49

PRODUCTS
4.16 IT IS FAST MOVING SERVICES 50

4.17 I COULD RESOLVE THE PROBLEMS THROUGH THE SUPPORT 51

TEAM

4.18 I COULD LOOK INTO OUTSOURCING OPTION 52

4.19 RUNNING CAMPAIGN WITHOUT THE REQUIRED MARKETING 53

KNOWLEDGE IS NOT POSSIBLE

4.20 WEBSITE AND SOCIAL MEDIA POST ARE ATTRACT TO 54

PURCHASE THE PRODUCT

4.21 COLD MAIL MARKETING IS BEST AND ENOUGH TO COLLECT 55

THE LEADS

4.22 DIGITAL CONNECTION IS THE BEST WAY TO CONNECT WITH 56

ALL AGE CATEGORY PEOPLES AND ALSO CAN GET THE
BUSINESS PROSPECTS

4.23 THERE IS NO DIFFICULTY TO CONNECT WITH THE 57

CUSTOMER SUPPORT TEAM FOR COLLECT THE PRODUCT
SPECS

4.24 VERY HAPPY TO PURCHASE THAT YOUR BRAND PRODUCT 58

4.25 CORRELATION 59

4.26 REGRESSION 60

4.27 ANOVA 61
 LIST OF CHARTS
CHARTS PAGE
TITLE
NO NO

4.1 AGE WISE CLASSIFICATION OF CUSTOMERS 34

4.2 GENDER OF THE RESPONDENTS 34

4.3 EDUCATION OF THE RESPONDENTS 35

4.4 RESPONDENTS OF THE ORGANIZATION 36

4.5 REACHABILITY OF THE PRODUCTS IS MUCH EASIER 39

4.6 PRODUCT CONTENTS ARE MORE RELATABLE 40

4.7 PRODUCTS ARE GOOD IN QUALITY 41

4.8 AS A CUSTOMER I EASILY AM ABLE TO REACT TO THE 42

PRODUCT QUALITY

4.9 COULD FEEL PURCHASE YOUR COMPANY PRODUCTS 43

ARE VERY EASILY

4.10 COMPANY RESOURCES ARE TRULY EFFECTIVE 44

4.11 REACH YOUR SERVICE AT ANY TIME 45

4.12 THIS TECHNOLOGY IS HELPS TO BUY THE PRODUCT 46

4.13 YOUR SALES REPRESENTATIVE IS REALLY HELPFUL 47

WHEN I AM PURCHASING

4.14 SEO TOOL IS MOST VALUABLE METHODS OF BRANDING 48

THE PRODUCTS TO US

4.15 SEO MARKETING KNOWLEDGE CAN BE RELATE WITH 49

THE PRODUCTS
4.16 IT IS FAST MOVING SERVICES 50

4.17 I COULD RESOLVE THE PROBLEMS THROUGH THE 51

SUPPORT TEAM

4.18 I COULD LOOK INTO OUTSOURCING OPTION 52

4.19 RUNNING CAMPAIGN WITHOUT THE REQUIRED 53

MARKETING KNOWLEDGE IS NOT POSSIBLE

4.20 WEBSITE AND SOCIAL MEDIA POST ARE ATTRACT TO 54

PURCHASE THE PRODUCT

4.21 COLD MAIL MARKETING IS BEST AND ENOUGH TO 55

COLLECT THE LEADS

4.22 DIGITAL CONNECTION IS THE BEST WAY TO CONNECT 56

WITH ALL AGE CATEGORY PEOPLES AND ALSO CAN
GET THE BUSINESS PROSPECTS

4.23 THERE IS NO DIFFICULTY TO CONNECT WITH THE 57

CUSTOMER SUPPORT TEAM FOR COLLECT THE
PRODUCT SPECS

4.24 VERY HAPPY TO PURCHASE THAT YOUR BRAND 58

PRODUCT
 CHAPTER 1

INTRODUCTION

Digital marketing is a kind of umbrella term for the marketing of products and services using digital
technologies, mainly on the Internet, but also including mobile phones, display advertising, and any
other digital medium. And it also a collective name for marketing activity carried out online like
inbound marketing, as opposed to traditional marketing or outbound marketing through print media,
live promotions, TV, Guerrilla Marketing, Nostalgic Marketing and radio-advertisements. Digital
Marketing is of products or brands via one or more forms of platform used to media.

This project has been to assess the effectiveness of Digital marketing services at Touchline
Technologies Pvt Ltd. The outcome of the study would help the management of Touchline
Technologies Private Limited to understand, meet or exceed the expectations of the customers who
have taken up the website traffic building services.

Digital marketing communicate directly with the customers who see your content, notably through
website comments, messages, reviews, and social media posts. This shows those customers that you
care about what they say and think, leading them to feel respected and part of the community you're
building.

Digital Marketing is of products or brands via one or more forms of electronic media. For example
advertising mediums that might be used as part of the digital marketing strategy of a business could
include promotional efforts made via the Internet, social media, mobile phones, and electronic
billboards, as well as via Internet and television and radio channels

The rapid growth of the Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and the effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing offers
rather realistic costs like particularly for small- and medium-sized businesses and start-ups, for
accurate targeting and excellent reporting.

The three important categories involved in the Digital Marketing world. They are:

 SEO – Search Engine Optimization

 SMO - Social Media Optimization
 SMM - Social Media Marketing

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SEARCH ENGINE OPTIMIZATION:

Search engine optimization is a key part of online marketing because search is one of the primary
ways that users navigate the web.

Search results are presented in an ordered list, and the higher up on that list a site can get, the more
traffic the site will tend to receive. For example, for a typical search query, the number one result
will receive 40-60% of the total traffic for that query, with the number two and three results
receiving significantly less traffic. Only 2-3% of searchers click beyond the first page of search
results. Thus, even a small improvement in search engine rankings can result in a website receiving
more traffic and potentially business.

Because of this, many businesses and website owners will try to manipulate the search results so that
their site shows up higher on the search results page (SERP) than their competitors. This is where
SEO comes in.

Search Engine Optimization is the process of improving the visibility of a website on organic
("natural" or un-paid) search engine result pages (SERPs), by incorporating search engine friendly
elements into a website. A successful search engine optimization campaign will have, as part of the
improvements, carefully select, relevant, keywords which the on-page optimization will be designed
to make prominent for search engine algorithms.

Search engine optimization done properly can have the potential to dramatically increase the amount
of traffic that a website receives, but all of that search traffic won’t help grow a business unless it
converts into paying customers. This is where conversion rate optimization (CRO) comes in.

Conversion rate optimization involves using methods such as A/B testing to make changes to
websites and measure the impact they have on a site’s conversion rate. Successful search marketers
know that just getting traffic to a site is not enough, what the traffic does once it arrives on the site is
just as important.

2
SOCIAL MEDIA OPTIMIZATION:

Social media optimization is the use of several social media outlets and communities to generate
publicity to increase the awareness of a product, brand, or event.
Social Media Optimization (SMO) is the method of social activity that attracts visitors to a website
through an elevated search rank. It proves there is a science to social media just like Search Engine
Optimization (SEO), the process of maximizing visitors to a website by achieving a top rank on
search engines around specific keywords.
But there is a fundamental difference. SEO is based on keywords; SMO on contents (words, videos,
images). When integrated, they are a brand’s most powerful combination for raising visibility and
generating business on the web.

SOCIAL MEDIA MARKETING:

Social Media Marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually centre on efforts to create content that attracts
attention and encourages readers to share it across their social networks.

Social media marketing, or SMM, is a form of digital marketing that implements various social
media networks to achieve marketing communication and branding goals. Social media marketing
primarily covers activities involving the social sharing of content, videos, and images for marketing
purposes, as well as paid social media advertising. Using social media for marketing can enable
small businesses looking to further their reach to more customers. Your customers are interacting
with brands through social media, therefore, having a strong social media marketing plan and
presence on the web is the key to tapping into their interest. If implemented correctly, marketing
with social media can bring remarkable success to your business. The main aim of my project is to
bring top ranks for my Website in an organic way using Search Engine Optimization.

SEARCH ENGINES:

Search Engines are the market makers of the Internet. They connect consumers with providers at the
very moment of consumer interest and enable all of us to find exactly what we want when we want
it. They bring great efficiency to the Internet and our lives and shall exist as long as the network of
servers and computers we call the web is around.

3
Positioning is very important for search engines. The Four P’s of Marketing is a critical component
of the marketing mix. The first purpose of search engine optimization is to be positioned well in the
place what the customer expects or by satisfying them. The second purpose is to be positioned well
than our competitor’s website. The probability should be more on Individuals Clicking our Site link
and bringing a top position to our site.

First and foremost Search Engines are not Humans. Search Engines are text-driven. Search Engines
crawl the Web, and they look at the particular site items(mainly the text) to get an idea of what the
site is all about? Search Engines perform several activities to deliver efficient search results like
Crawling, Indexing, Processing, Checking relevancy, and Retrieving.

First, search engines crawl the Web to see what is there. This task is performed by e piece of
software, called a crawler or a spider (or Google bot, as is the case with Google). Spiders follow
links from one page to another and index everything they find on their way. Having in mind the
number of pages on the Web (over 20 billion), a spider can’t visit a site daily just to see if a new
page has appeared or if an existing page has been modified.

Sometimes crawlers will not visit our site for a month or two, so during this time, our SEO efforts
will not be rewarded. What we can do is to check what a crawler sees from our site. Crawlers are
not humans and they do not see images, Flash movies, JavaScript, frames, password-protected
pages, and directories, so if we have tons of these on our site, it would be a better run for the Spider
Simulator to see if these goodies are viewable by the spider. If they are not viewable, they will not
be spidered, not indexed, not processed, etc. They won’t exist for search engines.

GOOGLE:

Most Outstanding Search Engine by Search Engine Watch readers, Google has a well-deserved
reputation as the top choice for those searching the web. The crawler-based service provides
comprehensive coverage of the web along with great relevancy. It's highly recommended as the first
step in your hunt for whatever we are looking for.

Google provides the option to find more web pages. on the top of the search box on the Google
home page, we can easily seek out images from across the web, discussions that are taking place on
Usenet newsgroups, locate news information, or perform product searching.

4
Using the More link provides access to human-compiled information from the Open Directory,
catalog searching, and other services. Google is also known for the wide range of features it offers,
such as cached links that let us “restrict" dead pages or see older versions of recently changed ones.
It offers excellent spell checking, easy access to dictionary definitions, integration of stock quotes,
street maps, telephone numbers, and more.

Google's help page is an entire rundown on some of these features. The Google Toolbar has also
won a popular following for the easy access that it provides to Google and its features directly from
the Internet Explorer browser. In addition to Google's unpaid editorial results, the company also
operates its advertising programs.

The cost-per-click Ad Words program places ads on Google as well as some of Google's partners.
Similarly, Google is also a provider of unpaid editorial results to some other search engines. For a
list of major partnerships, see the Search Providers Chart. Google was originally a Stanford
University project by students Larry Page and Sergey Brin called BackRub. By 1998, the name had
been changed to Google, and the project jumped off campus and became the private company
Google. It remains privately held today. Getting Listed: Read the Submitting To Google section of
Search Engine Watch's Essentials Of Search Engine Submission guide for more about being
included in Google's editorial results and the Google Ad Words section for more about its paid
listings programs.

Search Engine Watch members have access to the How Google Works section of the website, which
provides in-depth coverage of the editorial and paid listings processes at Google.

META TAGS OPTIMIZATION:

A site’s Meta description should contain a brief description of our website focusing on the areas and
services that our business is specialized in. This small piece of text can be considered as a selling
snippet, if a searcher finds it appealing he/she is likely to click and go inside our page to find out
more information. But if our Meta Description is too generic and isn’t written too well then there is
a chance that our site will simply be ignored.

 The beginning of the description meta tag for our homepage, which gives a brief
overview of the site's offerings

5
  Any user who performs the query on our homepage appears as a result, with part of its
description Meta tag used as the snippet.
 Any user who performs the query, one of our deeper pages with its unique description
Meta tag used as the snippet, appears as a result.

SEO TIPS AND TECHNIQUES:

Write unique content
Unique content is important. We need to provide content that has different information
than what is on other sites and other Web pages.
Add new content all the time
Sites that have new content added regularly are seen as more reliable than sites that rarely
do. This also helps you to increase the amount of relevant content on our site, which also improves
our rankings.

Create a great keyword phrase

The first thing we should do when working on search engine optimization is finding a
specific keyword phrase for that page. We shouldn't try to optimize our entire site to one keyword
phrase, instead, we can focus on writing pages for specific keywords and phrases.

Choose a phrase that is popular.

When trying to decide on a keyword phrase, we must find one that is popular but not
extremely popular. This may seem counter-intuitive, but the reality is that extremely popular
keywords are very desirable and so very competitive. It’s better to try to optimize for keywords that
we can rank higher. We will get more page views from a less popular keyword when we are on the
first or second page of the search engines than from a popular keyword that we only make to page
50 of search engines.

Use the keyword phrase in our title tag.

The title tag is one of the most important tags on our Web page. And placing our keyword
phrase in the title tag, preferably at the beginning, is very important to get that phrase into the search
engines and that puts our keyword phrase as the link in the search engine index.
 Getting a domain with a keyword phrase
Putting our keyword phrase in our domain name is a way to optimize for that phrase.
 Ask for links to our page
6
 A great way to get inbound links is to simply ask for them. But remember that excessive
cross-linking can be viewed as spammy, so be careful about trading links or otherwise buying links
on external sites.

SEO is the process of developing, customizing, or retooling a website so that it achieves a sustained
high ranking on Search Engine Results Pages (SERP) for important keywords or key phrases.
Search Engine Optimization uses a combination of techniques, tools, and technical know-how to get
results.

Thus, Search Engine Submission, Link Popularity Building, Keyword Research Analysis, Search
Engine Crawler Friendliness Analysis, Title& Meta Tags Optimization, Anchor Text Optimization,
and Search Engine Copywriting are just some of the methods utilized to improve a website's search
engine placement. These SEO methods leverage knowledge gained from a scientific understanding
of the inner workings of search engines and a thorough analysis of trends in the constantly evolving
field of SEO.

SEO offers an affordable entry point for marketing our website and an effective way to promote
your business online. SEO makes for a long-term solution to our access to sustained free traffic and
a source of building brand name and company reputation.

Search engines generate nearly 90% of Internet traffic and are responsible for 55% of e-commerce
transactions. Search Engine Promotion has been shown to deliver the highest ROI, compared to any
other type of marketing, both online and offline. Search engines bring motivated buyers to us and
hence contribute to increased sales conversions.

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1.1 INDUSTRY PROFILE

ADVERTISING:

Advertising is a form of communication used to influence individuals to purchase products or

services or support political candidates or ideas. Frequently it communicates a message that
includes the name of the product or service and how that product or service could potentially benefit
the consumer. Advertising often attempts to persuade potential customers to purchase or to consume
a particular brand of product or service. Modern advertising developed with the rise of mass
production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate
increased consumption of their products or services through branding, which involves the repetition
of an image or product name to associate related qualities with the brand in the minds of consumers.

HISTORY OF ADVERTISING:

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and
political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and
found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock
painting for commercial advertising is another manifestation of an ancient advertising form, which
is present to this day in many parts of Asia, Africa, and South America. The tradition of wall
painting cans is traced back to Indian rock art paintings that date back to 4000 BCE. History tells us
that Out-of-Home advertising and Billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the general public was unable to
read, signs that today would say cobbler, miller, tailor, or blacksmith would use an image associated
with their trade such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag
of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and
their proprietors used street callers (town criers) to announce their whereabouts for the convenience
of the customers.

As education became an apparent need and reading, as well as printing, developed advertising
expanded to include handbills. In the 17thcentury advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to promote books and
newspapers, which became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as disease ravaged Europe. However, false

8
advertising and so-called "quack" advertisements became a problem, which ushered in the
regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the United States,
the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages,
allowing it to lower its price, extend its readership and increase its profitability and the formula was
soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising
agencies in Boston. Around the same time, in France, Charles-Louis Havas extended the services of
his news agency, Havas to include advertisement brokerage, making it the first French group to
organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son
was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened
in 1869 and was located in Philadelphia

At the turn of the century, there were few career choices for women in business; however,
advertising was one of the few. Since women were responsible for most of the purchasing done in
their household, advertisers and agencies recognized the value of women's insight during the
creative process. The first American advertising to use a sexual sell was created by a woman – for a
soap product. Although tame by today's standards, the advertisement featured a couple with the
message "The skin you love to touch".

In the early 1920s, the first radio stations were established by radio equipment manufacturers and
retailers who offered programs to sell more radios to consumers. As time passed, many non-profit
organizations followed suit in setting up their radio stations and included: schools, clubs, and civic
groups. When the practice of sponsoring programs was popularized, each radio program was
usually sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized they could
earn more money by selling sponsorship rights in small time allocations to multiple businesses
throughout their radio station's broadcasts, rather than selling the sponsorship rights to single
businesses per show.

A print advertisement for the 1913 issue of the Encyclopedia Britannica. This practice was carried
over to television in the late 1940s and early1950s. A fierce battle was fought between those
seeking to commercialize the radio and people who argued that the radio spectrum should be

9
considered a part of the commons – to be used only non-commercially and for the public good. The
United Kingdom pursued a public funding model for the BBC, originally a private company, the
British Broadcasting Company, but incorporated as a public body by the Royal Charter in 1927. In
Canada, advocates like Graham Spry were likewise able to persuade the federal government to
adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the
United States, the capitalist model prevailed with the passage of the Communications Act of 1934
which created the Federal Communications Commission. To placate the socialists, the U.S.
Congress did require commercial broadcasters to operate in the "public interest, convenience, and
necessity". Public broadcasting now exists in the United States due to the 1967 Public Broadcasting
Act which led to the Public Broadcasting Service and National Public Radio.

In the early 1950s, the DuMont Television Network began the modern trend of selling
advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many
of their programs and compensated by selling smaller blocks of advertising time to several
businesses. This eventually became the standard for the commercial television industry in the
United States. However, it was still a common practice to have single sponsor shows, such as The
United States Steel Hour. In some instances, the sponsors exercised great control over the content of
the show - up to and including having one's advertising agency write the show. The single sponsor
model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which creativity was allowed to
shine, producing unexpected messages that made advertisements more tempting to consumers' eyes.
The Volkswagen ad campaign—featuring such headlines as "Think Small "and "Lemon" (which
were used to describe the appearance of the car) —ushered in the era of modern advertising by
promoting a "position "or "unique selling proposition" designed to associate each brand with a
specific idea in the reader or viewer's mind. This period of American advertising is called the
Creative Revolution and its archetype was William Bern Bach who helped create the revolutionary
Volkswagen ads among others. Some of the most creative and long-standing American advertising
dates to this period.

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV.
Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer
tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and

10
satellite television became increasingly prevalent, specialty channels emerged, including channels
entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-
com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering
everything from coupons to free Internet access. At the turn of the 21st century, several websites
including the search engine Google started a change in online advertising by emphasizing
contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a
plethora of similar efforts and an increasing trend of interactive advertising.

The share of advertising spending relative to GDP has changed little across large changes in media.
For example, in the U.S. in 1925, the main advertising media were newspapers, magazines, signs on
streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By
1998, television and radio had become major advertising media. Nonetheless, advertising spending
as a share of GDP was slightly lower—about 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involves unusual approaches such as
staged encounters in public places, giveaways of products such as cars that are covered with brand
messages, and interactive advertising where the viewer can respond to become part of the
advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of
companies. This type of advertising is unpredictable and innovative, which causes consumers to buy
the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via
product placement, having consumers vote through text messages, and various innovations utilizing
social network services such as MySpace.

PUBLIC SERVICE ADVERTISING:

The same advertising techniques used to promote commercial goods and services can be used to
inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political
ideology, energy conservation, and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences. "Advertising justifies its existence when used in the public interest - it is
much too powerful a tool to use solely for commercial purposes." - Attributed to Howard Gossage
by David Ogilvy. Public service advertising, non-commercial advertising, public interest

11
advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of
sophisticated advertising and marketing communications techniques (generally associated with
commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent upon the
station broadcasting a certain amount of public service advertising. To meet these requirements,
many broadcast stations in America air the bulk of their required public service announcements
during the late night or early morning when the smallest percentage of viewers are watching,
leaving more day and prime time commercial slots available for high-paying advertisers.

Public service advertising reached its height during World Wars I and under the direction of several
governments.

The most important element of advertising is not information but suggestion more or less making
use of associations, emotions (appeal to emotion), and drives dormant in the sub-conscience of
people, such as herd instinct, of desires, such as happiness, health, fitness, appearance, self-esteem,
reputation, belonging, social status, identity, adventure, distraction, reward, of fears (appeal to fear),
such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions
and comforts. “All human needs, relationships, and fears – the deepest recesses of the human
psyche – become mere means for the expansion of the commodity universe under the force of
modern marketing. With the rise to prominence of modern marketing, commercialism – the
translation of Advertising exploits the model role of celebrities or popular figures and makes
deliberate use of humor as well as of associations with color, tunes, certain names, and terms.

Altogether, these are factors of how one perceives himself and one’s self-worth. Advertising
exploits the model role of celebrities or popular figures and makes deliberate use of humour as well
as of associations with color, tunes, certain names, and terms. Altogether, these are factors of how
one perceives himself and one’s self-worth.

ADVERTISING IN INDIA:

The first newspaper in India was brought out by an Englishman James Augustus Hickey in 1780
who was stationed at Calcutta. The paper was brought out on Saturdays and was first called the
Calcutta General Advertiser or Hickey’s Bengal Gazette.

12
Publishing a newspaper is an expensive business as Hickey realized to his cost. He was losing
money faster than the newspapers came out of the printing press. To make ends meet, Hickey
decided to take on advertisements or ads

The earliest ads consisted of simple messages ‘classified’ into different categories for easy reference
with a mailing address from where they could be ordered. These became the forerunner of today’s
classified advertisements in newspapers. For instance, today’s newspapers carry the sale of autos,
electronic items, domestic services, pets, etc under these headings.

Hickey’s paper was the first to carry such advertisements but these were mostly from ‘patent’
medicine manufacturers. The concept of chemists or druggist shops as we know today came much
later. Most medicines then were grandma’s recipes, or were concoctions made by so-called
‘doctors’ and were thus sold (patented) under their names.

A few large retail stores like Spenser’s (in Chennai), Whiteways & Laidlaw, or the Army and Navy
Stores also advertised, and these were targeted at the British and European settlers who were
already familiar with mail-order purchases.
It took nearly 120 years for someone to discover that companies and individuals needed help in
framing catchy copy (text of the advertisements) to attract customers and the right magazine or
journal to address the right audience.
In stepped B. Dattaram’s, India’s first advertising agency, from Girgaum, Mumbai, to fill up this
vacuum. It didn’t take long for others to notice that Dattaram’s cash registers were ringing. By the
1920s, other agencies like Gujarat Advertising and Allied Advertising had come up.

The first expatriate (foreigners settled in a country) ad agency was Alliance Advertising, set up
during World War I (1914-18). Subsequently, L.A. Stronach (then, the agency for General Motors
in the United States) and D.J. Keymer opened up in India. The first truly multinational agency was J
Walter Thomson (JWT) set up in 1926. The agency was hired to look after General Motors’ Indian
interests in the country. With the arrival of ad agencies with global branches, smaller agencies
began to disappear or got merged with larger ones. L.A. Stronach became Norvickson Advertising
while Keymer was taken over by Benson into one of their companies called BOMAS. It finally
changed its name to Ogilvy & Mather.

13
However, the Calcutta branch of Keymer was taken over by its employees in 1955 and they named
it Clarion. One of India’s foremost film directors, Satyajit Ray, was at one time employed here as a
designer and illustrator. Lever, a multinational consumer product company had also opened its
Indian office that had its in-house advertising department. This later turned into an independent
agency called LINTAS (Lever’s International Advertising Service).

The first Indian advertising agency to offer both creative works, as well as space selling, as Sista’s
Advertising and Publicity Services was set up by Venkatararao Sista in 1934.
Among the first foreign brands to Indianise themselves was Lux and Pears toilet soaps. Lux was
sold as a beauty soap of the film stars and in 1941 roped in film actress Leela Chitnis to model for
the ad. Today, most of the top film heroines have appeared in testimonial ads for Lux.

However, it was the marketing campaign in 1939 for a vanaspati (cooking fat) brand called Dalda,
by LINTAS that truly turned brand naming on its head. Conceived by Harvey Duncan, of LINTAS,
the tin was designed as were different pack sizes. As an advertising gimmick, a van with a huge
round tin did the rounds in the metro cities of Mumbai, Calcutta, Delhi, and Chennai.
Dalda, with its yellow label and green palm tree, soon became a generic name for vanaspati (just as
Xerox, a brand name has become generic with photocopying services).
In the 1950s, commercial advertising on radio began with Radio Ceylon (now Sri Lanka) and Radio
Goa. All India Radio accepted commercial ads in the middle 1970s when their ‘Vividh Bharati’
channel took on sponsored programs like Binaca Geet Mala, Saridon Ke Saathi, and Bournvita Quiz
Contest.

Very few of the innumerable advertising agencies can boast of a long agency-client relationship.
However, the association with health food brands ‘Horlicks’, and Hindustan Thompson Associates
Limited (HTA, previously J Walter Thompson), has remained unbroken for 68 years. The agency
has also been handling Air India’s (international air carrier) Maharaja campaign from 1953! Today,
India is a country to be reckoned with in terms of advertising with agencies winning awards at the
International Festival at Cannes, France, and an Indian, Arun Nanda (chairperson of Rediffusion
DY&R), even being on the panel of judges.

14
INTERNATIONAL ADVERTISING:
International advertising can be defined as a subfield in advertising and international marketing that
studies the differences and similarities in advertising across different nations and how one country’s
advertising overseas affects the other country. There are different conceptions of international
advertising based on the scope of the study. For example, from an ethnocentric point of view,
international advertising can simply be any advertising outside the home country of the researcher.
Using this perspective, international advertising is synonymous with foreign advertising. Because
the United States is the core country in publishing advertising research, for a US researcher or US-
based journals, all advertising studies conducted outside the United States can be considered
“international advertising” research. To a researcher in China, however, advertising in the United
States is “international advertising.” Such a configuration of international advertising is certainly
relative to the home country of the researcher and does not strictly follow the definition of
“international advertising” that involves more than one nation.

Despite its flaw, this is a quite common use of international advertising in research categorization.
Such a conception underscores the importance of knowing the advertising practices and consumer
behaviors in other countries to understand advertising across nations. Hence, this bibliography
includes some single-country advertising research conducted in non-US countries on pertinent
advertising topics published in English-language journals and books, but the focus is on advertising
practices and effects in multiple countries, as well as cross-country and cross-cultural comparison of
advertising. Some variations of “international advertising” is “global advertising” and
“multinational advertising.”

The former has no specific country in focus, while the latter usually focuses on specific nations of
interest in the research. In the most refined term, international advertising is about advertising in
different nations and between nations. The “nation” can be a national culture, a country, or an ethnic
group. In addition, what constitutes “advertising” determines the scope of topics covered. For
example, some researchers may consider product placement a paid communication with identified
sponsors; and equate advertiser-manipulated electronic word-of-mouth recommendation (eWOM)
to advertising. Hence international advertising can include studies on how product placement and e-
WOM are being done by international brands across nations.

15
1.2 COMPANY PROFILE:
Touchline Technologies Pvt is established in 2006 and headquartered at Chennai. Touchline
Technologies Pvt Ltd is an IT infrastructure solution provider, partnered with leading global
technology providers like HP, HPE, Microsoft, Dell, Lenovo, Hitachi, Symantec, Cisco, VMware,
Logitech, VEEAM, Azure, AWS, AMD and many others, securing knowledge exchange, granting
us continuous access to most recent proven practices in the industry to enable us in the best of ways
to provide our customers with most suitable solutions to support their core business functions.

Touchline offers cutting edge enterprise solutions across industry verticals in India, our capability as
a total solution provider comes from capabilities portfolio including, design deploy and support
passive networking infrastructure, wired and wireless active network infrastructure, data center
solutions, unified communication solutions, surveillance, security & access solutions, end
computing solutions including laptops, desktops, tablets, mobile devices, thin clients, cloud
computing infrastructure solutions, hybrid solutions, network security, data security, end-point
security solutions, connectivity solutions, large scale IT infrastructure rental solutions, IT
infrastructure leasing solutions and support services including LMC, AMC, managed IT services
tailored to suit client environments, including IT Infrastructure outsourcing, business recovery,
operations support and installation & commissioning services.
An enterprise IT solution provider with experience across 2000 plus mid and large enterprise
businesses from different verticals, in the public and private sector across south India. Our broad
range of expertise through sectors, customer sizes and adaptation to all the latest business
technologies, enables us to better understand customer requirements and continuously provide the
right solutions that optimize customer IT investment to best business benefits.

16
VISION:

Our Vision to be the most reliable organization for internal and external stake holders.

MISSION:

To design, deploy, support technology products, solutions and services to best benefit businesses by
revenue, in efficiency and deliver optimal ROI for all stake holders.

OUR PRODUCTS:

1. NETWORKING

Designing and important a highly efficient, cost effective future ready network backbone can
streamline an organizations operation. We have the experiences in multiple domains. we handle day
to day issues pertaining to IT operations. New infrastructure or optimizing an existing network, we
are capable of designing, testing and communication from single site to multiple location network
environments.

 Networking Hardware(passive and active components)

 Network Appliances (Firewall network security)
 Networking Monitoring

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2. DATA CENTER
Data center houses the organization shared information technology equipment that stays backbone to
processing, storing, managing, data and applications that are vital to the business continuity. Team
Touchline is certified and experienced to design, deploy, optimize and support DCs.
 Compute Infrastructure - HPE
 Strong infrastructure – HPE, QNAP, NetApp, vmware, NUTANIX, Synology
 Hyper converged – HPE NUTANIX, Microsoft Azure
 Rack and power solution – Netrack, APC, VALRACK, Hardy.

3. HPE GREENLAKE
Modernize with the edge-to-cloud platform that comes to you, whenever you apps and data live.
Dedliver business outcomes faster with an edge-to-cloud platform designed for your top workloads.
 Technology Partners
4. CLOUD SERVICES
Cloud Computing is a network of remote servers hosted on the internet for storing and retriving
data.The cloud provides a number of IT services such as servers, database, software, virtual storage,
and networking among others.
 Public cloud - private cloud – Hybrid Cloud
 Infrastructure as a service (Iaas)
 Platform as a service (Paas)
 Software as a service (Saas)

5. CYBER SECURITY
Secure your digital life. Accops aims to reduce the risk of cyber attacks and protect against the
unauthorized exploitation of system, networks and technologies.
 Threats – phishing, spyware, cyber, code, encryption, Trojan, security, Identity, virus
 Solution - Accops
6. SOFTWARE & APPLICATIONS
Operatiing systems, applications and management tools define the hardware, network infrastructure
and communication infrastrucure needs of an organization.
 Applications – Vmware, Autodesk, Adobe, veeam, office 365, veritas, commvault.
 Management(DCIM) – HPE oneview, Motodata
7. POINT OF SALE
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Easily run a multi-location restaurant or business with business with Touchline Enterprise point-of-
sale (POS) solution. Built specifically for multi-unit scalability with an emphasis on speed and
security.
 Point of slae – HP, Epson, Posiflex, Zebra, Honeywell
 ERP – odoo
 Authorised swrvice provider – Posiflex
8. DIGITAL MARKETING & BUSINESS AS A SERVICE
Establishing and enhancing a brand in the didgital space, with an indentthe rigt target audience based
on business demographics.
 Digital Marketing – SMM, SEO, PPC, video content, mobile marketing, Email marketing
 Design and website building
 Ecommerce Enablement

PARTNERS:

1.3 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

 To study the lead generation process in Touchline Technologies Private Limited

SECONDARY OBJECTIVES

 To analyze the lead generation using SEO tool.

 To study the outcome of lead generation.
 To examine the company support for the Lead generation.

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1.4 NEED FOR THE STUDY

Digital marketing is also important for the smooth running of a big website. Websites get benefited
from Digital marketing directly and indirectly. Their direct benefit is to increase the search engine
traffic and their indirect benefit is having a common framework (checklists) to use before
publishing content on the site. Digital marketing is also good for the social promotion of lead
generation and selling product the platform. People who find your website by searching through
Google are more likely to promote it on Facebook, Twitter, Instagram, Google maps, Google
console, or other social media channels.

This project has been undertaken to assess the Digital marketing services at Touchline Technologies
Private Limited. The outcome of the study would help the management of Touchline Technologies
Private Limited to understand, meet or exceed the expectations of the customers

1.5 SCOPE OF THE STUDY

 More than half of consumers discover companies through social media news feeds.
Companies can reach almost 1 million customers via Instagram alone, and more than 9 million
businesses use Facebook to connect with consumers.

 Companies leverage social media platforms for both business-to-business (B2B) and
business-to-consumer (B2C) digital marketing campaigns.

 To generate leads, B2B marketers are active on social media platforms like LinkedIn and
Twitter. They also often rely on PPC campaigns to reach their target audiences without spending too
much money.

 B2C marketers focus on improving brand awareness and attracting customers to their
websites and products using social media platforms like Facebook, Twitter, Instagram, and
Pinterest.

 While posting ads and content on Facebook and other popular platforms continue to be an
effective way to reach your target market, the scope of digital marketing encompasses much more
than just social media.

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  Artificial intelligence (AI) enables digital marketers to better analyze user data so they can
further customize the customer journey. AI helps companies understand a great deal about
customers and how to best target audiences.

 While today’s consumer expects every business to at least have an online presence, using a
variety of media to engage your target market in a seamless manner is ideal.

1.6 LIMITATIONS OF THE STUDY:

For anything, there should be some limitations like that my project also has certain limitations. The
following are some limitations that I faced:

1. The information provided by a majority of the respondents could also be biased or inaccurate.
No independent verification of the data as possible.

2. Time is one major constraint, which limits effective data collection.

3. Non-availability of data collection from all the customers of Touchline Technologies Pvt Ltd
4. The sample size is only 117 customers so the sample may not be truly representative of the
total population
5. Reliability and accuracy of the analysis depend on the respondents’ openness and trueness
towards each question in the questionnaire.

STATEMENT OF THE PROBLEM:

For any site on the web, incoming links are very important, especially for Search Engine
Optimization. The one good way to ensure that our site gets linked is having good content. But
many people give very less importance to incoming links. So Writing unique content will boost our
site. It is important to make our site accessible, as this will help search engine robots to access our
site. It is important to remember that Google is blind. What this means is that we should use
proper headings, paragraphs, and lists, and avoid using anything which may interfere with the
search engine’s spiders.
Few customers have backed out Digital marketing services based on various unknown reasons. So
this study has been undertaken to know the various expectations of the customers, meet their needs,
and retain them for a long term business with Touchline Technologies Pvt Ltd.

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 CHAPTER 2

REVIEW OF LITERATURE:

DAVIS (2005)

This review aims to give an overview of current good practice in the prosecution of Lead
Generation. It will assess experiences across the field as judged from the contents of the limited
number of peer-review disclosures to date. It will also rely heavily on the experiences of the authors
from many campaigns within this organisation. Its focus will be on the assembly of an appropriate
compound collection for application in High Throughput Screening (HTS), the prosecution of HTS,
the profiling of HTS output and, lastly the Hit-to-Lead optimisation of selected HTS output.
Excluded from the scope are detailed aspects of library design [1], parallel synthesis [2], virtual
library applications [3], virtual screening [4] and fragment screening [5] approaches, all of which
have been the subject of recent reviews.

RON BERMAN AND ZSOLT KATONA (2013)

This paper examines the impact of search engine optimization (SEO) on the competition between
advertisers for organic and sponsored search results. The results show that a positive level of search
engine optimization may improve the search engine's ranking quality and thus the satisfaction of its
visitors. In the absence of sponsored links, the organic ranking is improved by SEO if and only if
the quality provided by a website is sufficiently positively correlated with its valuation for
consumers. In the presence of sponsored links, the results are accentuated and hold regardless of the
correlation. When sponsored links serve as a second chance to acquire clicks from the search
engine, low-quality websites have a reduced incentive to invest in SEO, giving an advantage to their
high-quality counterparts. As a result of the high expected quality on the organic side, consumers
begin their search with an organic click. Although SEO can improve consumer welfare and the
payoff of high-quality sites, we find that the search engine's revenues are typically lower when
advertisers spend more on SEO and thus less on sponsored links. Modeling the impact of the
minimum bid set by the search engine reveals an inverse U-shaped relationship between the
minimum bid and search engine profits, suggesting an optimal minimum bid that is decreasing in
the level of SEO activity.

22
RAVI SEN (2014)

Buyers using search engines to look for information tend to trust and follow links displayed in the
editorial section of the search-results page. Most on-line sellers, however, do not invest in search
engine optimization (SEO) to get higher search-results rankings for their listings, but instead prefer
paid placements. They explain that SEO is more expensive than paid placements, produces results
that do not justify its cost, and does not consistently lead to high search-results rankings. This
implies that sellers would invest in SEO if it were less expensive and its rankings were more
consistent. However, even if SEO and paid placement cost the same, and SEO always produced
high rankings, paid placement would still be the search engine marketing (SEM) strategy of choice
for most on-line sellers. Interestingly, no optimal SEM strategy includes SEO. These findings are
especially significant for advertising professionals who have to justify investing in paid placements
despite overwhelming evidence that buyers ignore them and follow links in the editorial section of
the search-results page.

AYSE S. ERDEMIR (2015)

This paper addresses theoretical and technological infrastructures of web 2.0 social media as applied
to Turkish brand integration. Objective is to reveal how social media can be used for better visibility
and exposure through promoting dialogue, fostering advocacy, forwarding support and inciting
innovation on the digital platform through audience engagement which is vital if brand awareness
and recall are to be established so that top of mind awareness and brand loyalty can be
implemented. As “social” by word of origin means creating relationships with the public, one of the
major domains impacted by this shift in the landscape of communication is public relations (PR).
Lately Turkish brands are heavily investing in digital PR integrating conventional PR with social
media, content marketing and search, converting reader content into dialogues and detouring
traditional mass media to directly reach out to target audience via digital platforms. Conducting in-
depth interviews with professionals of the field, this research illustrates award winning PR case
studies recognized by Mediacat at the Felis Awards 2014 in Turkey. By analyzing case findings and
deducting digital PR strategies vital for success, this paper attempts to reveal how social media can
be used in brand integration. This paper is of interest to marketing and PR circles because of the
focus to blend content marketing, search engine optimization (SEO) and social media into a
successful digital PR.

23
JAKUB ZILINCAN (2015)

Search engine optimization techniques, often shortened to “SEO,” should lead to first positions in
organic search results. Some optimization techniques do not change over time, yet still form the
basis for SEO. However, as the Internet and web design evolves dynamically, new optimization
techniques flourish and flop. Thus, we looked at the most important factors that can help to improve
positioning in search results. It is important to emphasize that none of the techniques can guarantee
high ranking because search engines have sophisticated algorithms, which measure the quality of
webpages and derive their position in search results from it. Next, we introduced and examined the
object of the optimization, which is a particular website. This web site was created for the sole
purpose of implementing and testing all the main SEO techniques. The main objective of this article
was to determine whether search engine optimization increases ranking of website in search results
and subsequently leads to higher traffic. This research question is supported by testing and
verification of results. The last part of our article concludes the research results and proposes further
recommendations.

JIA TSUEI (2018)

Search engine optimization (SEO) has been considered one of the most important techniques in
digital marketing. This study establishes a decision model of search engine ranking for
administrators to improve the performances of websites that satisfy users’ needs. To probe into the
interrelationship and influential weights among criteria of SEO and evaluate the gaps of
performance to achieve the aspiration level in real world, this research utilizes hybrid modified
multiple criteria decision-making models, including decision-making trial and evaluation laboratory
(DEMATEL), DEMATEL-based analytic network process (called DANP), and VlseKriterijumska
Optimizacija I Kompromisno Resenje (VIKOR). The empirical findings discover that the criteria of
SEO possessed a self-effect relationship based on DEMATEL technique. According to the
influential network relation map (INRM), external website optimization is the top priority
dimension that needs to be improved when implementing SEO. Among the six criteria for
evaluation, meta tags is the most significant criterion influencing search engine ranking, followed
by keywords and website design. The evaluation of search engine ranking reveals that the website
with lowest gap would be the optimal example for administrators of websites to make high ranking
website during the time that this study is executed.

24
DR. MRS. VAIBHAVA DESAI (2019)

Digital marketing is the marketing of products or services using digital technologies, mainly on the
Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital marketing's development since the 1990s and 2000s has changed the way brands and
businesses use technology for marketing. As digital platforms are increasingly incorporated into
marketing plans and everyday life, and as people use digital devices instead of visiting physical
shops, digital marketing campaigns are becoming more prevalent and efficient. This paper mainly
focuses on conceptual understanding of digital marketing, how digital marketing helps today’s
business and some cases in the form of examples.

SVITLANA BONDARENKO ET.AL., (2019)

The buying process has changed, and marketers need to look for new ways to attract customers.
Instead of reaching potential customers through mass advertising and e-mail newsletters, marketers
should now focus on learning how to build and maintain ongoing customer relationships According
to statistics, 96% of new visitors to the site are not yet ready to make a purchase, although they are
all potential customers. This figure shows how important lead generation is. Visitors to your site are
just the beginning of the lead generation process. If the company does not have a clear strategy that
will translate potential customers into buyers, it will constantly lose in the market and lose profits. It
is necessary to analyze the main indicators of lead generation efficiency, return on investment, and
conversion.

25
HIMANSHU MATTA ET.AL., (2020)

Search Engine optimization has become mainstream activity in marketing nowadays. As every firm
is trying to increase their online presence and SEO is most crucial in improving the ranking of the
firms' online offerings on the search engine. Since users search keywords of their use instead of the
names of the organizations, it becomes important for the business organizations to take up top
positions in search engines results. Therefore, this study focuses on exploring the Search Engine
optimization from the managerial perspective as well as identifying the role and importance of SEO
in increasing the profitability of firms. It also analyses the present scenario and future scope of
Search Engine optimization in Digital Marketing. The study is based on data collected through
secondary sources. Findings of this study justify the importance of SEO that and recommends that
SEOs in mobile marketing must also be included as most of the internet penetration is now from
smartphones. The study also suggests the use of White Hat SEO practices to increase the firms'
profitability.

DIRK LEWANDOWSKI (2021)

This research focuses on what users know about search engine optimization (SEO) and how well
they can identify results that have potentially been influenced by SEO. We conducted an online
survey with a sample representative of the German online population (N = 2,012). We found that
43% of users assume a better ranking can be achieved without paying money to Google. This is in
stark contrast to the possibility of influence through paid advertisements, which 79% of internet
users are aware of. However, only 29.2% know how ads differ from organic results. The term
‘search engine optimization’ is known to 8.9% of users but 14.5% can correctly name at least one
SEO tactic. Success in labelling results that can be influenced through SEO varies by search engine
result page (SERP) complexity and devices: participants achieved higher success rates on SERPs
with simple structures than on the more complex SERPs. SEO results were identified better on the
small screen than on the large screen. 59.2% assumed that SEO has a (very) strong impact on
rankings. SEO is more often perceived as positive (75.2%) than negative (68.4%). The insights from
this study have implications for search engine providers, regulators, and information literacy.

26
DIRK LEWANDOWSKI (2021)

Search engine optimization (SEO) can significantly influence what is shown on the result pages of
commercial search engines. However, it is unclear what proportion of (top) results have actually
been optimized. We developed a tool that uses a semi-automatic approach to detect, based on a
given URL, whether SEO measures were taken. In this multi-dimensional approach, we analyze the
HTML code from which we extract information on SEO and analytics tools. Further, we extract
SEO indicators on the page level and the website level (e.g., page descriptions and loading time of a
website). We amend this approach by using lists of manually classified websites and use machine
learning methods to improve the classifier. An analysis based on three datasets with a total of 1,914
queries and 256,853 results shows that a large fraction of pages found in Google is at least probably
optimized, which is in line with statements from SEO experts saying that it is tough to gain
visibility in search engines without applying SEO techniques.

NYAGADZA (2021)

The research purpose of this article was to analyses the search engine marketing and social media
marketing predictive trends that are occurring both regionally in Africa and on a global scale. The
motivation for the study was to offer pragmatic advice to business practitioners in crafting digital
marketing strategies by leveraging search engine marketing and social media marketing trends. In
terms of research methodology, a systematic literature survey method and an inductive research
approach were applied. Social media concepts were critically analyzed and evaluated to determine
their link to the current research focus area. The main literature findings showed that the main
trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and
social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of
doing business by adopting new search engine marketing and social media marketing techniques.
With this in mind, it is important for corporations to utilize social media for the development of
marketing strategies. The viral power of social media makes it more attractive to businesses
promoting their products to target markets. The article also provides an intuitive apprehension of the
predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals
in blue oceans.

27
 CHAPTER 3

RESEARCH METHODOLOGY:
This research concentrates on collecting and thereby analyzing the collected data systems to solve
problems that are selected by the researcher. In a way, this research has got wider meanings. For
some people reading books or surfing the internet for information is research. As a matter of fact
these activities are just some part of the entire job. Basic research structures are related to the sense
of collecting authentic and original data and in the same way analyzing these data thoroughly as well
methodically to derive the result that lay underneath.

The function of marketing research is to connect the target consumer to the seller or the marketers.
The modes of this connectivity are through information that is specifically used for the purpose of to
identifying and relevantly defining the aspects of marketing. Elements of generating refined modes
of marketing action; dealings with opportunities and problems, monitoring the recent and past
marketing performance; and above all improving marketing as a process are integral to it. Marketing
research uses the sources of information to address selective issues; like those of designs that helps in
collection information and thereby implements and manages entire data collection process.

3.1 RESEARCH DESIGN

Market research helps you to understand your target audience. Recent reports suggest that 55% of
marketers did not feel confident that their organization understood the consumer journey. Research is
a very important tool and resource that can help you understand your customers.

This enables you to explain to the rest of the organization how customers behave and how consumers
view your brand. This is more than just hearsay. You can back it up with hard facts.

Descriptive research is concerned with describing the characteristics of a particular individual or

group. This includes surveys and fact-finding enquiries of different kinds. The main characteristic of
this method is that the researcher has no control over the variables one can only report what has
happened or what is happening. Thus, the research design in case of descriptive study is a
comparative design throwing light on all the areas and must be prepared keeping the objectives of the
study and the resources available.

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SAMPLE SIZE
It alludes to the quantity of components of the populace to test. The example estimate picked for the
overview is 117 customers of Touchline Technologies Pvt Ltd.

3.2 SOURCES OF DATA

In the wake of recognizing and portraying the investigation issue and choosing unequivocal
information required to take care of the issue, the analyst's errand is to look the sort and
wellsprings of data which may yield the perfect results. Information bases are of two kinds
through which information is gathered. Information sources might be named

1. Primary information
2. Secondary information

 PRIMARY DATA
Essential information is the first information gathered by the specialist direct. It is gathered out of the
blue through field examination. These are those that are gathered explicitly, for the current issue. The
different hotspots for gathering essential information are survey, perception, meet and so on. The
essential source utilized for the examination is survey.

 SECONDARY DATA

Auxiliary information is the data which is as of now accessible in distributed or unpublished

structure. At the point when the required data is gathered from the registration of populace accessible
in a library implies then it is auxiliary information. It is additionally utilized for gathering authentic
information. The different bases of optional information are books, periodicals, diaries, indexes,
magazines, factual information sources and so on. The optional source utilized for this investigation
is organization profile, scope, need, survey of writing.

29
3.3 STATISTICAL TOOLS AND TECHNIQUES
The most well-known Statistical tools are the mean, the arithmetical average of numbers,
median and mode, Range, dispersion, standard deviation, inter quartile range, coefficient of
variation, etc. There are also software packages like SAS and SPSS which are useful in
interpreting the results for large sample size.

The tools used for the analysis are

 Correlation
 Regression
 One way anova

ANALYSIS USING KARL PEARSON’S CORRELATION:

Correlation analysis is the statistical tool used to measure the degree to which two variables are
linearly related to each other. Correlation measures the degree of association between two variables.
The Pearson product-moment correlation coefficient is a measure of the strength and direction of
association that exists between two variables measured on at least an interval scale. It is denoted by
the symbol r.

REGRESSION:
Regression is a statistical method used in finance, investing, and other disciplines that attempts to
determine the strength and character of the relationship between one dependent variable (usually
denoted by Y) and a series of other variables (known as independent variables).

Regression helps investment and financial managers to value assets and understand the relationships
between variables, such as commodity prices and the stocks of businesses dealing in those
commodities.

The general form of each type of regression is:

Simple linear regression: Y = a + bX + u

Multiple linear regression: Y = a + b1X1 + b2X2 + b3X3 + ... + btXt + u

30
Where:
Y = the variable that you are trying to predict (dependent variable).
X = the variable that you are using to predict Y (independent variable).
a = the intercept.
b = the slope.
u = the regression residual
ONE WAY ANOVA

The ANOVA tests the null hypothesis that samples in two or more groups are drawn
from populations with the same mean values. To do this, two estimates are made of
the population variance. The ANOVA produces an F-statistic, the ratio of the
variance calculated among the means to the variance within the samples. If the group
means are drawn from populations with the same mean values, the variance between
the group means should be lower than the variance of the samples, following the
central limit theorem. A higher ratio therefore implies that the samples were drawn
from populations with different mean values.

PERCENTAGES

Percentages refer to a special kind of ratio. Percentages are used in making comparison
between two or more series of data. Percentages are used to describe relationships, it is
expressed as.

Percentage = (no of employees/total no of employees) 100

CHART

Charts are graphic displays of data for easy understanding of relative positions that is not always
possible with descriptive words or numbers. Types of charts commonly used in business data
presentation are Bar and pie.
BAR CHARTS
The bar chart is commonly used for presentation of qualitative data. The data can be continuous or
discrete data, which are plotted against discrete data intervals. The vertical bar diagram, also called
bar chart where the length or height of bars represent the numerical value of the event or
measurement. Width or gap between the bars is of no significance to the bar chart data, but they are
uniform in a diagram.

31
3.4 SAMPLING METHOD
Collecting data about every unit of the population is called the census method. The approach, where
only a few units of the population under study are considered for analysis is called the sampling
method. There are two main categories under which various sampling methods can be put.
The two categories are
1. Probability sampling
2. Non-probability sampling
The sampling method adopted for the study is convenience sampling under non-probability
sampling.
In non-probability samplings, the chance of any particular unit in the population being selected is
unknown, since randomness is not involved in the selection process. But this does not mean that the
findings obtained from non-probability samplings are questionable value. If properly conducted their
findings can be accurate as those obtained from probability samplings. The three frequencies used in
non-probability designs are
 Judgment samplings
 Convenience sampling
 Quota sampling

32
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

1. AGE WISE CLASSIFICATION OF CUSTOMERS

Table 4.1

Frequency Percent Valid Percent Cumulative Percent

20-25 68 57.1 57.1 57.1
26-30 31 26.1 26.1 83.2
Valid
31-35 20 16.8 16.8 100.0
Total 119 100.0 100.0

Chart 4.1

INFERENCE:
From the above table it is inferred that 50% of the customers are belongs to the age group
of 20-25 years, and 40.8% of the customers are belongs to the age group of 26-30 years.
Thus, rest of the customers are belongs to the age group of 31-35 and above years of age.

33
2. GENDER OF THE RESPONDENTS
Table 4.2

Frequency Percent Valid Percent Cumulative

Percent
Male 62 52.1 52.1 52.1
Valid Female 57 47.9 47.9 100.0
Total 119 100.0 100.0

Chart 4.2

INFERENCE:

From the above table it is inferred that 52.1% of the customers are Male and 47.9% of the customers
are Female. Thus, Majority of the customers are Female

34
3. EDUCATION OF THE RESPONDENTS

Table 4.3

Frequency Percent Valid Percent Cumulative

Percent
0 2 1.7 1.7 1.7
Diploma 46 38.7 38.7 40.3
Valid Bachelor's 57 47.9 47.9 88.2
Master's 14 11.8 11.8 100.0
Total 119 100.0 100.0

Chart 4.3

INFERENCE:

From the above table it is inferred that 47.9% of the peoples are belongs to the Bachelor
degree holder, and 38.7% of the peoples are belongs to the Diploma holder. Thus, rest of the
peoples are belongs to the Master degree holder.

35
4. RESPONDENTS OF THE ORGANIZATION
Table 4.4

Frequency Percent Valid Percent Cumulative Percent

Acumen Technologies Pvt. 1 .8 .8 .8
Adithya Software Private 1 .8 .8 1.7
Advice promotion 1 .8 .8 2.5
AKG FOOD INDIA PVT LTD 1 .8 .8 3.4
Allsec Technologies Ltd 1 .8 .8 4.2
ALPHA G TECH CIRCUITS 2 1.7 1.7 5.9
Antworks 1 .8 .8 6.7
Ashok Leyland Ltd 2 1.7 1.7 8.4
Best online 2 1.7 1.7 10.1
Bharati Airtel Ltd 1 .8 .8 10.9
Brio Technologies Private 2 1.7 1.7 12.6
Build design 1 .8 .8 13.4
Byjus 1 .8 .8 14.3
Cadent Technologies 1 .8 .8 15.1
Cams infotech 1 .8 .8 16.0
Canon India Private Ltd 1 .8 .8 16.8
Celebrity Fashions Limite 1 .8 .8 17.6
Valid
changepond Technologies 1 .8 .8 18.5
Cisco 1 .8 .8 19.3
Cisco Systems India PVT L 1 .8 .8 20.2
CNSI Technology Developme 2 1.7 1.7 21.8
Cosoft India Ltd 2 1.7 1.7 23.5
Craftwonder 1 .8 .8 24.4
Creative elements 1 .8 .8 25.2
D S Q Software Limited 1 .8 .8 26.1
Diamond Preek 1 .8 .8 26.9
Disk and Data Solutions 1 .8 .8 27.7
DLF Office 1 .8 .8 28.6
DXC technology 1 .8 .8 29.4
Fireball digital marketin 1 .8 .8 30.3
Fit creative 1 .8 .8 31.1
Freshworks 4 3.4 3.4 34.5
Frost 1 .8 .8 35.3
GMR 1 .8 .8 36.1
36
Godrej Global Solutions L 1 .8 .8 37.0
HCL 6 5.0 5.0 42.0
Hinduja Tech Ltd 2 1.7 1.7 43.7
Hindustan Software Limite 1 .8 .8 44.5
IndiaBulls 1 .8 .8 45.4
Inflow Technologies 1 .8 .8 46.2
Infosys Ltd 1 .8 .8 47.1
Isuzu Motors India Pvt Lt 1 .8 .8 47.9
IT 2 1.7 1.7 49.6
Jupiter International Lim 1 .8 .8 50.4
Leads And Leads 2 1.7 1.7 52.1
LookinGlass HR pvt Ltd 3 2.5 2.5 54.6
Magus Customer Dialog 1 .8 .8 55.5
Marketing 1 .8 .8 56.3
MMC Infotech Serivce Priv 3 2.5 2.5 58.8
NATIONAL SMALL INDUSTRIES 1 .8 .8 59.7
Netmeds.com 1 .8 .8 60.5
Neville Tower 1 .8 .8 61.3
Novena 1 .8 .8 62.2
Pals Infotech 1 .8 .8 63.0
Pil India Pvt Ltd 1 .8 .8 63.9
Poorvika Mobile 3 2.5 2.5 66.4
Prince shri venkateshwara 1 .8 .8 67.2
Promote pages 1 .8 .8 68.1
Raheja Towers 1 .8 .8 68.9
Ramco Industries Ltd 1 .8 .8 69.7
RBS Interlining clothe 6 5.0 5.0 74.8
Ridigton 1 .8 .8 75.6
RMZ Millenia 1 .8 .8 76.5
SDNB VAISHNAV COLLEGE 1 .8 .8 77.3
SDNBVC 1 .8 .8 78.2
Seetha M 1 .8 .8 79.0
Simpson and Company Limit 1 .8 .8 79.8
Squirrel promotion 4 3.4 3.4 83.2
Srm 1 .8 .8 84.0
SRM infotech 1 .8 .8 84.9
Sundaram Business Service 2 1.7 1.7 86.6
Supreme Data Pro 3 2.5 2.5 89.1

37
 Tata exils 1 .8 .8 89.9
Tcl 1 .8 .8 90.8
Tcs 1 .8 .8 91.6
TECH ANUGRAHA GROUP 2 1.7 1.7 93.3
TVH Ouranya Bay 1 .8 .8 94.1
TVs scs 1 .8 .8 95.0
Vertex Solution INDIA Pvt 1 .8 .8 95.8
Vivanta 1 .8 .8 96.6
Vsupplier 1 .8 .8 97.5
Zealous Services 3 2.5 2.5 100.0
Total 119 100.0 100.0

Chart 4.4

INFERENCE:

From the above table it is inferred that 40% of the customers are belongs to the IT employees, and
37.3% of the customers are belongs to the service. Thus, rest of the customers are belongs to the
business peoples.

38
5. REACHABILITY OF THE PRODUCTS IS MUCH EASIER

Table 4.5

Frequency Percent Valid Percent Cumulative Percent

0 7 5.9 5.9 5.9
Strongly Agree 96 80.7 80.7 86.6
Valid
Agree 16 13.4 13.4 100.0
Total 119 100.0 100.0

Chart 4.5

INFERENCE:

From the above table it is inferred that 80.9% of the respondents have strongly agreed that
the reachability of the products is much easier, followed by 13.4% of the respondents who
agreed, 5.9% of the respondents are neutral.

39
6. PRODUCT CONTENTS ARE MORE RELATABLE

Table 4.6

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 13 10.9 10.9 10.9
Agree 74 62.2 62.2 73.1
Valid
Neutral 32 26.9 26.9 100.0
Total 119 100.0 100.0

Chart 4.6

INFERENCE:

From the above table it is inferred that 62.2% of the respondents have agreed that the
reachability of the product contents are more relatable, followed by 26.9% of the
respondents who neutral, 10.9% of the respondents are strongly agree.

40
7. PRODUCTS ARE GOOD IN QUALITY

Table 4.7

Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 8 6.7 6.7 6.7
Agree 70 58.8 58.8 65.5
Valid Neutral 39 32.8 32.8 98.3
Disagree 2 1.7 1.7 100.0
Total 119 100.0 100.0

Chart 4.7

INFERENCE:

From the above table it is inferred that 58.8% of the respondents have agreed that the
reachability of the product are good in quality, followed by 32.8% of the respondents who
neutral, 6.7% of the respondents are strongly agree and rest of the responds are disagree.

41
8. AS A CUSTOMER I EASILY AM ABLE TO REACT TO THE PRODUCT
QUALITY

Table 4.8

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 38 31.9 31.9 31.9
Agree 39 32.8 32.8 64.7
Neutral 40 33.6 33.6 98.3
Valid
Disagree 1 .8 .8 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.8

INFERENCE:

From the above table it is inferred that 33.6% of the respondents have neutral that the
reachability of the product are good in quality, followed by 32.8% of the respondents who
agree, 31.9% of the respondents are strongly agree, 0.8% of the respondents are disagree
and 0.8% of the respondents are strongly disagree.

42
9. COULD FEEL PURCHASE YOUR COMPANY PRODUCTS ARE VERY EASILY

Table 4.9
Frequency Percent Valid Percent Cumulative Percent
Strongly Agree 12 10.1 10.1 10.1
Agree 84 70.6 70.6 80.7
Neutral 21 17.6 17.6 98.3
Valid
Disagree 1 .8 .8 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.9

INFERENCE:

From the above table it is inferred that 70.6% of the respondents have agree that the
reachability of the product are good in quality, followed by 17.1% of the respondents who
neutral, 10.8% of the respondents are strongly agree, 0.8% of the respondents are disagree
and 0.8% of the respondents are strongly disagree.

43
10. COMPANY RESOURCES ARE TRULY EFFECTIVE
Table 4.10

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 38 31.9 31.9 31.9
Agree 18 15.1 15.1 47.1
Valid Neutral 62 52.1 52.1 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.10

INFERENCE:

From the above table it is inferred that 52.1% of the respondents have neutral that the
reachability of the product are good in quality, followed by 31.9% of the respondents who
strongly agree, 15.1% of the respondents are agree, 0.8% of the respondents are disagree
and 0% of the respondents are strongly disagree.

44
11. REACH YOUR SERVICE AT ANY TIME
Table 4.11

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 51 42.9 42.9 42.9
Agree 32 26.9 26.9 69.7
Neutral 11 9.2 9.2 79.0
Valid
Disagree 24 20.2 20.2 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.11

INFERENCE:

From the above table it is inferred that 42.9% of the respondents have strongly agree that the
reachability of the product are good in quality, followed by 26.9% of the respondents who
agree, 9.2% of the respondents are neutral, 20.2% of the respondents are disagree and 0.8%
of the respondents are strongly disagree.

45
12. THIS TECHNOLOGY IS HELPS TO BUY THE PRODUCT
Table 4.12

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 12 10.1 10.1 10.1
Agree 56 47.1 47.1 57.1
Valid Neutral 47 39.5 39.5 96.6
Disagree 4 3.4 3.4 100.0
Total 119 100.0 100.0

Chart 4.12

INFERENCE:

From the above table it is inferred that 47.1% of the respondents have agree that the
reachability of the product are good in quality, followed by 39.5% of the respondents who
neutral, 10.1% of the respondents are strongly agree, 0.8 of the respondents are disagree and
rest of the respondents are strongly disagree.

46
13. YOUR SALES REPRESENTATIVE IS REALLY HELPFUL WHEN I AM
PURCHASING
Table 4.13

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 25 21.0 21.0 21.0
Agree 44 37.0 37.0 58.0
Neutral 20 16.8 16.8 74.8
Valid
Disagree 29 24.4 24.4 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.13

INFERENCE:

From the above table it is inferred that 37.0% of the respondents have agree that the sales
representatives are really helpful, followed by 24.4% of the respondents who Disagree,
21.0% of the respondents are strongly agree, 0.8% of the respondents are disagree and rest
of the respondents are strongly disagree.

47
14. SEO TOOL IS MOST VALUABLE METHODS OF BRANDING THE
PRODUCTS TO US.
Table 4.14

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 54 45.4 45.4 45.4
Agree 20 16.8 16.8 62.2
Neutral 37 31.1 31.1 93.3
Valid
Disagree 7 5.9 5.9 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.14

INFERENCE:

From the above table it is inferred that 45.4% of the respondents have neutral that the SEO
tool is most effectively for ranking, followed by 31.1% of the respondents neutral, 16.8% of
the respondents are agree, 5.9% of the respondents are disagree and 0.8% of the respondents
are strongly disagree.

48
15. SEO MARKETING KNOWLEDGE CAN BE RELATE WITH THE PRODUCTS
Table 4.15

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 30 25.2 25.2 25.2
Agree 38 31.9 31.9 57.1
Valid Neutral 20 16.8 16.8 73.9
Disagree 31 26.1 26.1 100.0
Total 119 100.0 100.0

Chart 4.15

INFERENCE:

From the above table it is inferred that 31.9% of the respondents have agree that the SEO
marketing is really help to buy the right product , followed 26.1% of the respondents are
disagree, 25.2% of the respondents are strongly disagree and rest of the respondents are
strongly disagree.

49
16. IT IS FAST MOVING SERVICES.
Table 4.16

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 13 10.9 10.9 10.9
Agree 90 75.6 75.6 86.6
Valid Neutral 15 12.6 12.6 99.2
Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.16

INFERENCE:

From the above table it is inferred that 75.6% of the respondents have agree that the product
delivery services are fast, followed by 12.6% of the respondents neutral, 10.9% of the
respondents are strongly agree, 0.8% of the respondents are disagree and rest of the
respondents are strongly disagree.

50
17. I COULD RESOLVE THE PROBLEMS THROUGH THE SUPPORT TEAM.
Table 4.17

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 10 8.4 8.4 8.4
Agree 65 54.6 54.6 63.0
Neutral 12 10.1 10.1 73.1
Valid
Disagree 30 25.2 25.2 98.3
Strongly Disagree 2 1.7 1.7 100.0
Total 119 100.0 100.0

Chart 4.17

INFERENCE:

From the above table it is inferred that 54.6% of the respondents have agree that the
technical support team is helped, followed by 25.2% of the respondents who disagree,
10.1% of the respondents are neutral, 8.4% of the respondents are strongly agree and 1.7%
of the respondents are strongly disagree.

51
18. I COULD LOOK INTO OUTSOURCING OPTION.
Table 4.18

Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 5 4.2 4.2 4.2
Agree 9 7.6 7.6 11.8
Neutral 60 50.4 50.4 62.2
Valid
Disagree 43 36.1 36.1 98.3
Strongly Disagree 2 1.7 1.7 100.0
Total 119 100.0 100.0

Chart 4.18

INFERENCE:

From the above table it is inferred that 50.4% of the respondents have neutral that they could
look into outsourcing option, followed by 36.1% of the respondents who disagree, 7.6% of
the respondents are agree, 4.2% of the respondents are strongly agree and 1.7% of the
respondents are strongly disagree.
52
19. RUNNING CAMPAIGN WITHOUT THE REQUIRED MARKETING
KNOWLEDGE IS NOT POSSIBLE.
Table 4.19

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 35 29.4 29.4 29.4
Agree 34 28.6 28.6 58.0
Neutral 46 38.7 38.7 96.6
Valid
Disagree 2 1.7 1.7 98.3
Strongly Disagree 2 1.7 1.7 100.0
Total 119 100.0 100.0

Chart 4.19

INFERENCE:

From the above table it is inferred that 38.7% of the respondents have neutral that running
campaign without required marketing knowledge, followed by 29.4% of the respondents
who strongly agree, 28.6% of the respondents are agree, 1.7% of the respondents are
disagree and 1.7% of the respondents are strongly disagree.
53
20. WEBSITE AND SOCIAL MEDIA POST ARE ATTRACT TO PURCHASE THE
PRODUCT
Table 4.20

Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 27 22.7 22.7 22.7
Agree 46 38.7 38.7 61.3
Neutral 43 36.1 36.1 97.5
Valid
Disagree 2 1.7 1.7 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.20

INFERENCE:

From the above table it is inferred that 38.7% of the respondents have agree that website and
social media post are more attractive, followed by 36.1% of the respondents who neutral,
22.7% of the respondents are strongly agree, 1.7% of the respondents are disagree and 0.8%
of the respondents are strongly disagree.

54
21. COLD MAIL MARKETING IS BEST AND ENOUGH TO COLLECT THE
LEADS.
Table 4.21

Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 15 12.6 12.6 12.6
Agree 36 30.3 30.3 42.9
Valid Neutral 38 31.9 31.9 74.8
Disagree 30 25.2 25.2 100.0
Total 119 100.0 100.0

Chart 4.21

INFERENCE:

From the above table it is inferred that 31.9% of the respondents have neutral that the cold
mail marketing is best, followed by 30.3% of the respondents who agree, 25.2% of the
respondents are disagree, 12.6% of the respondents are strongly agree and rest of the
respondents are strongly disagree.
55
22. DIGITAL CONNECTION IS THE BEST WAY TO CONNECT WITH ALL AGE
CATEGORY PEOPLES AND ALSO CAN GET THE BUSINESS PROSPECTS.
Table 4.22

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 22 18.5 18.5 18.5
Agree 58 48.7 48.7 67.2
Neutral 37 31.1 31.1 98.3
Valid
Disagree 1 .8 .8 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.22

INFERENCE:

From the above table it is inferred that 48.7% of the respondents have agree that digital
platform is best to connect everyone, followed by 31.1% of the respondents who neutral,
18.5% of the respondents are strongly agree, 0.8% of the respondents are disagree and 0.8%
of the respondents are strongly disagree.
56
23. THERE IS NO DIFFICULTY TO CONNECT WITH THE CUSTOMER
SUPPORT TEAM FOR COLLECT THE PRODUCT SPECS.
Table 4.23

Frequency Percent Valid Percent Cumulative Percent

Strongly Agree 10 8.4 8.4 8.4
Agree 45 37.8 37.8 46.2
Valid Neutral 35 29.4 29.4 75.6
Disagree 29 24.4 24.4 100.0
Total 119 100.0 100.0

Chart 4.23

INFERENCE:

From the above table it is inferred that 37.8% of the respondents have agree that there is no
difficulties to connect with customer support team, followed by 29.4% of the respondents
who neutral, 24.4% of the respondents are disagree, 8.4% of the respondents are strongly
agree and rest of the respondents are strongly disagree.

57
24. VERY HAPPY TO PURCHASE THAT YOUR BRAND PRODUCT

Table 4.24

Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 29 24.4 24.4 24.4
Agree 55 46.2 46.2 70.6
Valid Neutral 34 28.6 28.6 99.2
Strongly Disagree 1 .8 .8 100.0
Total 119 100.0 100.0

Chart 4.24

INFERENCE:

From the above table it is inferred that 46.2% of the respondents have agree happy to
purchase the products, followed by 28.6% of the respondents neutral, 24.4% of the
respondents are strongly agree, 0.8% of the respondents are disagree.

58
25. CORRELATION

H0 There is no significant association between knowledge & experiences (KE) and consumer
behavior (CB)
H1 There is a significant association between knowledge & experiences (KE) and consumer
behavior (CB)

Where,

SEO - Search Engine Optimization

CB - consumer Behavior
KB - Knowledge and Experience
TR - Time and Resources

Table 4.25
SEO KE TR CB
Pearson 1 .788** .478** .483**
Correlation
SEO
Sig. (2-tailed) .000 .000 .000
N 119 119 119 119
Pearson .788** 1 .265** .273**
Correlation
KE
Sig. (2-tailed) .000 .004 .003
N 119 119 119 119
Pearson .478** .265** 1 .662**
Correlation
TR
Sig. (2-tailed) .000 .004 .000
N 119 119 119 119
Pearson .483** .273** .662** 1
Correlation
CB
Sig. (2-tailed) .000 .003 .000
N 119 119 119 119
**. Correlation is significant at the 0.01 level (2-tailed).

INFERENCE:
There is a strong relationship between SEO and KE, TR and CB. Tabulated value is 0.01
which is lesser than 0.05. So, Reject H0(Null hypothesis).There is no significant association
between knowledge & experiences and consumer behavior
.

59
26. REGRESSION
H0 There does not exists impact of CB on SEO

H1 There is exists impact of KE on SEO

H2 There is exists impact of TR on SEO

Where,

SEO - Search Engine Optimization

CB - consumer Behavior
KB - Knowledge and Experience
TR - Time and Resources
Table 4.26
Model R R Square Adjusted R Std. Error of the Estimate
Square
1 .846a .716 .709 1.87256
a. Predictors: (Constant), CB, KE, TR
b. Dependent Variable: SEO

It was found from the above table that all the independent variable together impact dependent
variable with 71.6%.
Chart 4.26

INFERENCE:

The projection ability of model above is expressed in terms of R square with the value 0.716
in which 71.6% of variance in dependent variable belongs to independent variable with F
96.7

60
27. ANOVA

H0 There is no significant impact of CB on SEO

H1 There is no significant impact of KE on SEO

H2 There is no significant impact of TR on SEO

Where,

SEO - Search Engine Optimization

CB - consumer Behavior
KB - Knowledge and Experience
TR - Time and Resources
Table 4.27
ANOVAa

Model Sum of Df Mean F Sig.

Squares Square
Regression 1018.050 3 339.350 96.778 .000b
1 Residual 403.244 115 3.506
Total 1421.294 118
a. Dependent Variable: SEO
b. Predictors: (Constant), CB, KE, TR
It was found but P value in the anova table was less than 5% (0.050) which shows that the
model is fit.

Model Standardized t Sig.

Coefficients
B Beta
(Constant) -6.403 -4.976 .000
KE .916 .693 13.329 .000
1
TR .243 .178 2.672 .009
CB .423 .175 2.622 .010

a. Dependent Variable: SEO

INFERENCE:
There is a strong relationship between SEO & KE and TR & CB. Tabulated value is .000b
and calculated value 96.778 which is greater than 000b. So, Accept H1(Alternative
hypothesis). There is significant association between knowledge & experiences and consumer
behaviour

61
 CHAPTER 5

FINDINGS:

 Half (50%) of the respondents are belongs to the age group of 20-25 years of
age.

 Majority (52.1%) of the respondent’s male.

 Majority (44.2%) of the respondent’s in IT employees.

 Majority (80.7%) of the respondents are strongly agree that Reachability of the
products is much easier

 Majority (62.2%) of the respondents are agreed that the Product contents are
more relatable.

 Majority (62.2%) of the respondents are agreed that the

Product contents are more relatable.

 Majority (62.2%) of the respondents are agreed that the

Product contents are more relatable.

 Majority (58.8%) of the respondents are agreed that the

products are good in Quality

 Majority (33.6%) of the respondents are neutral can easily able to

react to the product Quality.

 Majority (70.6%) of the respondents are agreed that could

purchase the company product are very easily

 Majority (52.1%) of the respondents are neutral that the company

resources are truly effective.

 Majority (42.9%) of the respondents are agreed to reach the

technical team at any time

62
 Majority (47.1%) of the respondents are agreed to the technology is
helps to buy the product

 Majority (37%) of the respondents are agreed that our

sales representative is really helpful when purchasing.

 Majority (31.1%) of the respondents are strongly agreed

the SEO tool is most valuable methods of branding the
products to us.

 Majority (31.1%) of the respondents are agree that they

SEO marketing is related with the product.

 Majority (75.6%) of the respondents are agreed to feel we

are providing fast moving services.

 Majority (54.6) of the respondents are agreed to they feel

can resolve the problems through support team

 Majority (50.4%) of the respondents are neutral to could

look into outsourcing options.

 Majority (38.7%) of the respondents are neutral for run a

marketing campaign need knowledge in marketing

 Majority (38.7%) of the respondents are agreed to social

media post are attract to purchase the product

 Majority (30.3%) of the respondents are agreed to cold

marketing is best and enough to collect the data

 Majority (48.7%) of the respondents are agreed to digital

platform is best way to connect with all age categories.

 Majority (37.8%) of the respondents are agreed there is

no difficulties to connect with the customer support team

 Majority (46.2%) of the respondents are agreed for

purchase our brand products.

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 CHAPTER 6
SUGGESTION:

1. Marketing employees need to spend more time to do new ideas used to create a new
attractive campaigns

2. Clients prefer better negotiated deal while investing a huge amount for the IT solution
products.

3. Pricing strategy can be modified to include freer IT products to offer a better deal to
the clients.

4. Clients prefer to get a regular/daily update about the status of the SaaS products
through mail.

5. Employees should highly involve in their works in Touchline Technologies Pvt Ltd.

6. The management peoples are communicate their expectations clearly to all the
employees in Touchline Technologies Pvt Ltd

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 CHAPTER 7

CONCLUSION:
 In the current scenario, an IT solution and service company has to focus on all the
aspect of the service marketing mix.
 Identifying the service gap in all the part of the strategy of Touchline Technologies
Pvt Ltd to improve its overall service to the clients who buy the food products from
their company.
 This study has been undertaken to understand the Lead Generation about the IT
solution products in Touchline Technologies Pvt Ltd.
 For this purpose, responses from the clients have been collected and analyzed.
 Based upon the findings out of the research, few valuable suggestions have been
given to the management of Touchline Technologies Pvt Ltd to improve the overall
marketing of Touchline Technologies Pvt Ltd to its valuable clients.

65
 CHAPTER 8

BIBLIOGRAPHY

REFERENCE:

 Davis (2005), Components of Successful Lead Generation: Volume 5, Issue 4, Pages

421-439
 Ron Berman and Zsolt Katona (2013), The Role of Search Engine Optimization in
Search Marketing: Articles in Advance, pp. 1–8
 Ravi Sen (2014), Optimal Search Engine Marketing Strategy Ravi
Sen (2005) Optimal Search Engine Marketing Strategy, International Journal of
Electronic Commerce, 10:1, 9-25, DOI: 10.1080/10864415.2005.11043964
 Ayse S. Erdemir (2015), Digital pr in turkey: how turkish brands integrate content
marketing, social media and SEO in pr campaigns:
E. Payzin, G. Ulusoy, A. R. Kaylan and B. Akova, "New product development
capabilities of the Turkish electronics industry," Innovation in Technology
Management. The Key to Global Leadership. PICMET '97, 1997, pp. 481-, doi:
10.1109/PICMET.1997.653468.
 Jakub Zilincan (2015), Search Engine Optimization:
https://doi.org/10.12955/cbup.v3.645
 Hung-Jia Tsuei (2018), Improving search engine optimization (SEO) by using hybrid
modified MCDM models: Hung-Jia Tsuei, Wei-Ho Tsai, Fu-Te Pan & Gwo-Hshiung
Tzeng
 Dr. Mrs. Vaibhava Desai (2019), Digital Marketing: A Review, 10.31142/ijtsrd23100
 Svitlana Bondarenko et.al(2019), Modern Lead Generation in Internet Marketing for
the Development of Enterprise Potential:
http://dspace.opu.ua/jspui/handle/123456789/9002
 Himanshu Matta et.al(2020), Search Engine optimization in Digital Marketing:
Present Scenario and Future Scope: 10.1109/ICIEM48762.2020.9160016
 Dirk Lewandowski (2021), Public awareness and attitudes towards search engine
optimization: https://doi.org/10.1080/0144929X.2022.2056507
 Dirk Lewandowski (2021), The influence of search engine optimization on Google's
results: A multi-dimensional approach for detecting SEO:
https://doi.org/10.1145/3447535.3462479
 Nyagadza(2021), Search engine marketing and social media marketing predictive
trends: 10.1386/jdmp_00036_1

66
WEBSITE:

 www.wikipedia.com
 www.www.touchline.co.in
 www.researchgate.com
 www.googlescholars.com
 www.academia.com

67
 CHAPTER 9

APPENDIX:

1. Age
a) 20-25 b)26-30 c) 31-35 d)36-40 e)40 above
2. Educational Qualification
a)Diploma b)Bachelor Degree c)Master Degree

3. Name of the Organization

4. Role in the Organization

5. Gender

a)Male b)Female c)Transgender

6. I think the reachability of the products is much easier

a)Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

8. I feel your product contents are more relatable

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

9. I feel your products are good in quality

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

10. As a customer I easily are able to react to the product quality

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

11. I could feel purchase your company products are very easily

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

12. I feel this company resources are truly effective

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

13. I feel I can reach you at any time

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

68
 14. I feel this technology is helps to buy the products

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

15. I feel your sales representatives are really helpful when I'm purchasing

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

16. I feel SEO tool is most valuable methods of branding your products to us

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

17. I feel the SEO marketing knowledge can relate with your products

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

18. I feel very happy for your fast moving services

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

19. I could resolve the problems through the support team

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

20. I could look into outsourcing options

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

21. I feel running campaign without the required marketing knowledge is not possible

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

22. I feel for your website and social media post are attract to purchase the products

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

23. I feel the cold mail marketing is best and enough to collect the leads

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

24. I feel digital connections is the best way to connect with all age category peoples and
also can get the business prospect.

69
 a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

25. I feel there is no difficulties to connect with the customer support team for collect the
product specs.

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

26. I feel very happy to purchase the your brand product

a) Strongly agree b)Agree c)neutral d)Disagree e)Strongly Disagree

70