"Awareness, Usage and Effectiveness of Digital Marketing tools amongst Working Professionals in Digital Marketing Companies"

Abstract

Today, the world is growing with social revolution. Digital marketing tools helps companies in acquiring new customers and maintaining existing customers. Digital marketing tools like social media marketing, Search Engine Optimization, Google Adwords, Google Analytics and Email Marketing etc has many advantages over traditional marketing. Companies has their own digital marketing department or they outsource the digital marketing activities from digital marketing agencies. The objective of this research paper is to study the awareness, usage and effectiveness of digital marketing tools amongst working professionals in digital marketing companies in Pune city. The researcherhas collected the data from 140 respondents using survey method with the help of well-structured questionnaire. The researcher identified that descriptive research designand Non probability convenience sampling method is suitable for the research study. The findings of this study will be useful to many companies and digital marketing agenciesto sustain in the competitive world.