A Study on Digital

Marketing & Its

Impact on Consumer
Perception
PRESENTED BY
RAVEENA SREENIVAS
POOJA MOHAN
 INTRODUCTION
Digital Marketing refers to the marketing of
products or services using digital technologies like:
• Mobile
• Tablets
• Online Marketing
• Social Marketing

In simplest terms, Digital Marketing is the promotion of

products or brands via one or more forms of electronic
media.
 OBJECTIVES
• To identify Consumer Perception in business
market with a case study.
• To study the impact and growth of Digital
marketing in business.
 TYPES OF DIGITAL
MARKETING
 SEARCH ENGINE OPTIMIZATION (SEO)
 SEARCH ENGINE MARKETING (SEM)
 SOCIAL MEDIA MARKETING (SMM)
 CONTENT MARKETING
 EMAIL MARKETING
 ONLINE ADVERTISING
 LANDING PAGE MARKETING
 SMARTPHONE MARKETING
 AFFILIATE MARKETING
 VIRAL MARKETING
 ADVANTAGES OF
DIGITAL MARKETING
• GLOBAL REACH

• LOWER COST

• TRACKABLE , MEASURABLE RESULTS

• CUSTOMER SUPPORT

• HIGH REVENUE
 TRADITIONAL MARKETING
V/S DIGITAL MARKETING
BASIS TRADITIONAL DIGITAL
COST EXPENSIVE CHEAPER
TIME SLOW RESULTS QUICK RESULTS
BRAND SLOWER BRAND FASTER BRAND
DEVELOPMENT DEVELOPMENT DEVELOPMENT
INTRUPTION MOSTLY IGNORED NOT IGNORED
EXPOSURE LOWER EXPOSURE HIGHER EXPOSURE
ENGAGEMENT LESS ENGAGEMENT MORE ENGAGEMENT
PUBLICITY SLOW QUICK
ANALYTICS DIFFICULT EASY
 A Case study on
McDonald’s: Consumer
Perception
About
• McDonalds is an American Fast food
company founded back in 1940s as a restaurant
operated by Richard and Maurice McDonald, in San
Bernardino, California, United States. From humble
beginning as a restaurant McDonald’s now have
over 37,000 outlets in more than 100 countries
 Objectives

• To dramatically change consumer

perceptions about McDonald’s
food.
• To increase key food quality
perception scores by 14
percentage points.
Action
McDonald’s Canada decided to give the
public a backstage pass on how things work
in the company. They launched a digital
platform called, “Our Food. Your Questions”
giving people a chance to ask the company
anything about its food.
 Results

Trust and reputation are

a fundamental part of building a brand
and maintaining a brand community.
McDonald’s set about empowering the
consumer base by promoting and
fostering a direct transparent
engagement.
 CONCLUSION
Over the last 10 years there has been
an immense growth in the field of digital marketing.
We can see that consumers nowadays always prefer
online mode of transactions which has occurred due
to the awareness of digital marketing. Above all,
there has been a rapid growth in the revenue
creation in a business.
THANK YOU!