Exploring The Level of Digital Alignment of Marketing Channels in Businesses of NCR and Rajasthan

Saket Mathur, Sandhya Heda, Vaibhav Khanna


This paper presents the results of exploratory studies to explore the levels of digital orientation for present day marketing. It identifies a list of technology enabled digital marketing tools that marketers are employing today. The objective of this research effort is to check the level of deployment of digital applications to the marketing function of the business and identify successful marketing technique as per company perception. The study focuses on the entire process from targeting, lead generation, lead nurturing to conversion and analytics. The exploration focused on connected stages of STP and identification of right target group to knowing who is involved in the buying process, understanding their roles and responsibilities, and aligning marketing efforts with changing needs. The study also touches upon customer engagement, conversion, analytics and marketing technology usage level and possible means of reaching to the next level. A study questionnaire was administered to Marketing Employees of 30 businesses and in NCR and Rajasthan to identify the level of internet marketing orientation. As a general result the companies agreed that internet marketing improves the brand image of the company or products or both, internet marketing is a revenue earner. Companies agreed that they have to focus their internet marketing on analytics and segmented communications approach to enhance marketing revenue


Keywords: Marketing, Internet Marketing, Branding, digital targeting, Conversion marketing, Web Analytics, Digital Marketing.

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DOI: https://doi.org/10.26483/ijarcs.v6i4.2477


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