1. A
PROJECT REPORT
ON
“AN ANALYTICAL STUDY OF DIGITAL MARKETING FOR DATA-LOGGERS”
FOR
AERON SYSTEMS PVT LTD”
SUBMITTED BY
MS. YUGANDHARA S KUTE
UNDER THE GUIDANCE OF
PROF. DADA PATIL
SUBMITTED TO
“SAVITRIBAI PHULE PUNE UNIVERSITY”
In Partial Fulfillment of the Requirement
For the Award of the Degree of
Master of Business Administration (M.B.A.)
[2016-2018]
Through
Institute of Science, Poona’s
Institute of Business Management & Research
Wakad, Pune-411057

2. INTERNAL GUIDE CIERTIFICATE
This is to certify that the Project work titled “AN ANALYTICAL STUDY OF DIGITAL
MARKETING FOR DATA-LOGGERS” is a bonafide work carried out by Ms.
YUGANDHARA SANTOSH KUTE student of the MBA 2nd year of Institute Of
Business Management And Research, Waked, Savitribai Phule Pune University, under my
guidance and supervision during the academic year 2016-2018.
She was found satisfactory and complete in all respects.
Place: - Pune PROF. DADA PATIL
(Project Guide)
Date:-

3. DECLARATION
I, hereby declare that this dissertation of my project reports entitled. “AN ANALYTICAL
STUDY OF DIGITAL MARKETING FOR DATA-LOGGERS ” . Thus the project has to be
submitted in partial of requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION.
This project was undertaken as a part of academic curriculum according to the university
rules and had no commercial interest and motivation. It is my original work. It will not be
submitted to any other organization for any other purpose; I will be maintaining
confidentiality and secrecy in the matter of the company.
Place: - Pune
Date: - (MS. YUGANDHARA S.KUTE)

4. ACKNOWLEGEMENT:
Every project big or small is successful largely due to the effort of a number of
wonderful people who have always given their valuable advice or lent a helping hand. I
sincerely appreciate the inspiration; support and guidance of all those people who have been
instrumental in making this project a success.
Every work accomplished is a pleasure – a sense of satisfaction for what I have taken efforts
in this project. However, it would not have been possible without the kind support and help of
many individuals and organizations. I would like to extend my sincere thanks to all of them.
First of all I would thank the institute for giving the opportunity, “Institute of Business
Management and Research, Wakad, Pune” because of them I could achieve the target. I
express my sincere thanks to The Director “Dr.S.S.Shimpi” & Joint Director “Dr. Roopali
Kudre” project guide Prof. Dada Patil who had guided me throughout my project.
I am highly indebted to Mr. Ashvani Shukla and Mr. Ajit Apte for their guidance and
constant supervision as well as for providing necessary information regarding the project &
also for their support in completing the project.
I would like to express my gratitude towards my colleagues for their kind co-operation and
encouragement which help me in completion of this project.
YUGANDHARA S KUTE

5. INDEX
Sr. No. Chapter Name Page No.
1 Introduction to Topic 1-2
2 Company Profile 4-5
3 Product Profile 6-9
4 Objective of the Project 10
5 Theory related to the Topic 11-13
6 Research Methodology 13-31
7 Data Analysis & Interpretation 32-35
8 Findings 36-38
9 Suggestions and Recommendations 40
10 Conclusion 41
11 Management Learnings 42
12 References 43

6. List of Diagrams and Charts:
 Fig No. 1: Integrated Channels and Integrated Services.
 Fig No. 2: Digital Marketing Tactics.
 Fig No. 3: Activities Involved in Digital Marketing.
 Fig No. 4: SEO Process.
 Fig No. 5: ON Page and Off Page SEO.
 Fig No. 6: Google Ad word Process.
 Fig No. 7: Broad match, BMM, Phrase Match, Exact Match.
 Fig No. 8: Search Ad Campaign Dashboard.
 Fig No. 9: Budget Break down for Search ad campaign.
 Fig No. 10: Display Ad.
 Fig No. 11: Targeting and Result Orientation of Display ads.
 Fig No. 12: Difference between Traditional And Digital Marketing.
 Fig No. 13: AIDMA Model.
 Fig No. 14: AISAS Model.
 Fig No. 15: Analysis of Ad Campaign.
 Fig No. 16: Google Quality Score.
 Fig No. 17: Conversion Funnel.
 Fig No. 18: Chart for traffic on website.
 Fig no. 19: Sales of Data-logger and Weather Monitoring Stations.
 Fig No. 20: Market Share of Data-logger in April-2017.
 Fig No. 21: Market Share of Data-logger in August-2017.

7. INRODUCTION

8. INTRODUCTION:
Established in the year 2008, in Pune, (Maharashtra, Indi, “Aeron Systems Pvt. Ltd.”, is
renowned as an affluent manufacturer, exporter and supplier of a wide array of Inertial
Sensors, M2M Devices, Platform Leveling Systems, Motion Sensing Devices, Wireless
Control Systems, Digital Tilt Sensors, Wireless Weather Stations, Industrial Data
Loggers, GPS Devices and Wireless Data Acquisition Systems. The offered products are
manufactured in compliance with the international standards making optimum utilization of
supreme grade raw material and the most-modern production technology. The raw material
used in the manufacturing process is procured from the reputed and trustworthy vendors of
the market to ensure that the finished products are flawless in all aspects. In addition, our
clients can avail these products in various specifications as per their requirements. The
products are highly appreciated among clients due to their easy to use, accurate functioning,
high efficiency, hassle free performance, low maintenance and long service life.
The company is backed with a huge infrastructure facility which is fully equipped with all the
advanced manufacturing technology and machines which are required to manufacture the
offered range of products. The teams are segregated into various departments to expedite our
processes, and thereby ensure smooth workflow. The well-equipped infrastructure is
departmentalized into various departments like manufacturing, quality assurance, sales &
marketing, etc. These segregated units are operated by our skilled professionals that allow us
to produce bulk quantity of products within the committed time frame. The installed
machinery and tools are regularly oiled and updated to attain high efficiency and quality in
the manufacturing process. The proficient team members work in the most coherent manner
with one another in order to manufacture unmatched quality products in accordance with
international quality norms. Apart from this, frequent training programs and seminars for our
team in order to update their knowledge & skills.
The company is backed by a team of experienced professionals who assist us in offering a
wide array of products. The offered products are manufactured using optimum quality raw
material and sophisticated technology in compliance with the set international quality norms.
The entire range is preciously examined at our well-installed testing department right from
the use of raw material to their final dispatch to the customers’ end. The company has hired a
team of experienced quality inspectors that enables us to offer these products in accordance
with the international standards. They inspect the offered products on set quality parameters
to ensure their quality and durability. The products are delivered in a high-quality packaging
material in order to ensure safe transit at clients end. Moreover, the impartial business
practices, timely delivery, transparent dealings, client centric approach, wide distribution
network and easy payment modes have enabled us to maintain cordial relation with the
clients.

9. With years of experience and knowledge, the company is engaged in offering a wide range
of products. Some factors that give a competitive advantage over others:
 Optimum Quality Products
 Timely delivery
 Cost-effective price
 Competent and efficient team
 Ethical policies
 Utmost customer satisfaction
The entire business operations are headed by our Director, “Mr. Ashvani K. Shukla”, who is
backed by numerous years of industry experience. His rich industry experience, coupled with
excellent business acumen, has enabled us to attain consistent growth in our business domain.

10. COMPANY PROFILE

11. ORGANISATION /COMPANY PROFILE:
Aeron Systems Pvt. Ltd. based in Pune, India was founded by two first-generation
technopreneurs with an aim to bring innovative and revolutionary ideas to reality, to find
easier ways of doing things and to elevate the level of penetration of technology in human
life.
Aeron is a research and development centered enterprise and it focuses on indigenous
development of technology. Besides furnishing intermediate solutions, Aeron provides end-
solutions and plug-and-play systems to consumers in diverse range of industries. Aeron
follows a progressive and systematic approach in development of products whether standard
or customized.
Aeron places great emphasis on understanding customer needs to render most appropriate
solutions. We constantly take feedback from consumers ensuring revisions in our products
are brought out speedily. We maintain highest levels of quality in our products and services,
which are offered at affordable prices with continued support for a long-term relationship
with our customers

12. OUR TEAM
Mr. Ashvani Shukla
Chief Executive Officer
Mr. Abhijeet Bokil
Chief Technical Officer
Workforce at Aeron comprises professionals with rich domain experience in multiple
technologies ranging from embedded electronics, telecommunication, navigation systems,
avionics to software development. This diverse know-how enables us in understanding your
needs in its entirety for delivering a comprehensive and feature-rich solution.
The Company head office is in Balewadi, Pune.

13. PRODUCT PROFILE

14. PRODUCT PROFILE:
1. Inertial Sensors:
 Inertial Navigation Systems
 Digital Magnetic Compass
 Inclination/Tilt Sensors
 Digital Tilt Switches
2. IoT Devices:
 Wireless Data Loggers
 Wireless Data Gateway
 Vehicle Health Monitoring System
 Wireless Weather Stations

15. Clientele:
1. Bharat electronics
2. Acme
3. Moserbaer solar
4. Adani
5. Larsen & Turbo
6. Mahindra
7. Hitachi
8. Tata
9. Thermax
Major Competitors:
1. Bosch India
2. Oizom Environmental Solutions, Gujrat.
3. Campbell Scientific
4. Ammonit
5. Onset.

16. PRODUCT DESCRIPTION:
ACE WIRELESS DATALOGGERS:
ACE DLG 88
This data logger is suitable for agricultural monitoring applications. It provides precise data
and can work without constant monitoring. ACE DLG88 is a low power consumption device
and its rugged design makes is suitable for working in harsh weather conditions.
ACE DLG 89:
Industrial grade wireless data loggers for weather, environment and equipment monitoring
applications, precision measurements using 24-bit ADC, low power consumption,
compatibility to variety of sensors, secure communication to the web server (via GPRS),
USB as mass storage and on-board micro SD card (expandable up to 32GB) for local data
storage. Ideal for use in Automatic Weather Station (AWS)/ Weather Monitoring Station.

17. FEATURES:
 24 bit resolution (DLG89)
 16 Analog Single Ended or 8 Differential Channels
 176 Parameters Simultaneously
 Selectable Logging and Update rates
 Communication – RS232 Serial & RS485 MODBUS RTU
 Low Power with Rechargeable Batteries
 Industrial Grade – IP65 Sealed
 Device configuration over SMS or Remote Server
 Over the Air Firmware Update
 Desktop & Mobile App
APPLICATIONS:
 Solar Meteorological Station
 Wireless Weather Monitoring Station
 Remote Sensing
 Automatic Water Level Monitoring
 Industrial Monitoring
 Industrial Automation
 Process Monitoring
 Renewable Energy Monitoring

18. OBJECTIVE OF THE PROJECT

19. OBJECTIVES OF THE STUDY:
 To find the market share of Aeron’s data logger
 To increase the penetration of product in market.
 To find the effectiveness of online marketing for Aeron’s data logger.
 To help the company to boost the sales of data loggers.
 To find the online advertisement impact on purchase of data loggers.

20. THEORY RELATED TO THE TOPIC

21. INTRODUCTION TO DATA-LOGGERS:
A data logger (also data recorder) is an electronic device that records data over
time or in relation to location either with a built in or via external instruments and
sensors. Data loggers are available in various shapes and sizes. They generally are
battery powered, portable and equipped with internal storage.
The range includes simple economical single channel fixed function loggers to more
powerful programmable devices capable of handling hundreds of inputs. A data
logger is a standalone device that records the data from various sensors and
instruments and makes it available for user to download via mobile app or desktop.
The data-loggers find their applications in various monitoring systems. At present
data loggers are widely used in weather monitoring systems which are mandatory for
Solar Power Plants. Sensors like Wind Speed, Wind Direction, Anemometer, Tilt
Sensor are used in order to find out the direction and speed of wind and the angle at
which the sunrays fall on the solar panel.
Weather monitoring stations help utility scale as well as commercial solar
power plants to capture the data related to the weather conditions. The parameters
monitored include solar radiation, temperature, barometric pressure, wind speed, wind
direction, and precipitation amounts and other important parameters. The observations
are taken automatically at least once an hour or at a higher frequency, if required.
The GSM/GPRS data logger enables weather sensors data collection and transmission
to internet and to your mobile, making real-time information available at your finger
tips without binding you in distances. Lowest energy consumption among its category
of devices, helps it run for days without charging. It connects with a small 5W solar
panel to power itself and supply power to sensors connected with it. Firmware over
the Air Upgrade, user configurations through SMS, authorization for secure operation
and other features make it versatile and user friendly data logger.

22. COMPARISON OF DATA-LOGGERS:
Factors of
comparison
ACE DLG 89 CR1000 ONESET
COMP
RX3000
AMMONIT
DATALOGGER
METEO40
Operating
Range
-20⁰C to +70⁰C -25⁰ C to
50⁰ C
-40⁰C to +60⁰C -40⁰C to +65⁰C
Extended
temperature
range
-40⁰C to +80⁰C -55⁰C to +85⁰C
- -
Voltage input 9V-28Vdc 9.6V -16Vdc 5-17Vdc 9V -36Vdc
Memory 8MB
(expandable
up to 32GB)
4MB 32MB Less than 50
MB
Dimensions 150mm (W) x
150 mm (H) x
110.6 mm (B)
238mm(W)*
110mm(H)*
54mm(B)
186mm(W)*
181mm(H)*
118mm(B)
260mm(W)*
190mm(H)*
50mm(B)
Weight >750gms 1Kg 2.2Kgs 950gms

23. RESEARCH METHODOLOGY

24. RESEARCH METHODOLOGY:
In the company it was observed that the marketing and follow up of sales of data loggers was
done by traditional ways like cold calling and via e-mails. Print media was used instead of
digital platform. This would take a lot of time from customers to respond to queries also it
was observed that customer would visit the site but did not fill the enquiry form. There was
no remarketing strategy.
The penetration of data loggers is very low as compared to other rivals. This may be due to
low demand or improper production rate. Actual capitalization of company is very low. It is
seen that the demand of data loggers and sensors is high due to remote monitoring required in
almost every aspect these days. Mostly the system uses various types of sensors and data
logger is used for weather monitoring system in solar power plants.
Although the product is of high quality it was observed that the sale is low so various
campaigns were planned. Since the use of internet is increased every consumer searches for
the product online so Digital marketing was used to increase the penetration and awareness
about the product, like online advertising and SEO was executed. Also remarketing strategy
was used in order to push the brand name.
Digital marketing is a must marketing technique used in modern era. Digital marketing is
promotion of business, organization or brand using internet mobile devices in addition to
creative video advertising. Internet marketing in particular plays a very important role in
digital marketing strategy and is becoming the core of many organizations overall marketing
strategy.
The term “Digital Marketing” can be explained as The marketing of products or services
using digital channels to reach consumers. The key objective is to promote brands through
various forms of digital media.
Digital marketing extends beyond internet marketing to include channels that do not require
the use of the internet. It includes mobile phones (both SMS and MMS), social media
marketing, display advertising, search engine marketing, and any other form of digital media.

25. Digital marketing eco system is not limited to social media marketing and internet marketing,
they are just channels through which marketing is possible. Digital ecosystem consists of
Integrating Services and Integrated Channel.
Fig No.1:Integrated Channels and Integrated Services.
•Search Engine Optimization
•Displays(Banners/ RichMedia Banners)
•Mobile Marketing
•Social Media
•Email
•Video
•Websites
Integrated
Channels
•Analytics
• Content Management
•Advance Targeting
•Creative
•Research+Planning
•Digital Strategy
Integrated
Services

26. Fig No.2: Digital Marketing Tactics.
Fig No.3: Activities involved in Digital Marketing.
The digital marketing ads will help improve product penetration in market. These marketing
campaigns can be analyzed by using Google Analytics. Total number of visitors, form-fill
ups, and conversions can be tracked.
This gives the real time access to number of impressions of ad and clicks. Detailed analysis
of each parameter is done.
The above figure gives the brief idea of how digital marketing works. It basically has three
stages.
 Reach: Acquisition strategy to build awareness of off-site and in offline media to
drive web presence. This is done by Search Engine Optimization, Affiliate and
Partner Marketing, Social Media Marketing.
 Act and Convert: Acquisition strategy to build awareness of off-site and offline to
drive media presence of website. Conversion rate optimization plays a key role in this
part. Also the optimization of Home page of website and Landing page. Lead
generation techniques are used in order to increase the CTR.

27.  Engage: Retension and growth strategy to build customer relationship and increase
number of visits on website, in turn increase the sales. Engagement of customer is
undertaken through content marketing strategy, customer support and services, E-
newsletters and email marketing.
Objective for using Digital Marketing:
 Lead Generation/ quick response/ conversion.
 Increase awareness/ brand building.
 Drive traffic/ engage people/ easily accessible.
 Cost-effective.
SEARCH ENGINE OPTIMIZATION:
The search engine optimization is a marketing discipline focused on growing visibility in
organic (non-paid) search engine results. SEO encompasses both the technical and creative
elements required to improve rankings, drive traffic, and increase awareness in search
engines.
In other words, SEO is a marketing strategy to rank first in order when the relevant searches
are done. SEO is simply a matter of making sure your site is structured in a way that search
engines understand.
A successful search engine optimization campaign 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 is broken down into two

28. basic areas: on-page, and off-page optimization. On-page optimization refers to website
elements which comprise a web page, such as HTML code, textual content, and images.
Off-page optimization refers, predominantly, to back-links (links pointing to the site which is
being optimized, from other relevant websites).
Fig No.4: SEO Process.

29. Fig no.5: ON PAGE AND OFF PAGE SEO.
The figure shows two types of optimization.
 On page optimization and
 Off page optimization.
ON PAGE OPTIMIZATION:
On-page optimization ( on-page SEO) refers to all measures that can be taken directly within
the website in order to improve its position in the search ranking. Examples of this include
measures to optimize the content or improve the meta descriptions and title tags.
On-page SEO is the practice of optimizing individual web pages in order to rank higher and
earn more relevant traffic in search engines. On-page refers to both the content and HTML
source code of a page that can be optimized.

30. The most important On-Page SEO tips are:
 Having optimized titles and descriptions
 Proper URL Structures
 User friendly navigation (user sitemaps)
 Text Formatting (use of h1,h2,bold etc)
 Image optimization (image size, proper image names)
 User friendly 404 pages
 Fast loading pages
 Mobile Friendly pages
 Top quality fresh content.
 External links (no broken links or links to ‘bad’ sites)
OFF PAGE OPTIMIZATION:
Off page SEO refers to techniques that can be used to improve the position of a web site in
the search engine results page (SERPs). Many people associate off-page SEO with link
building but it is not only that. In general, off Page SEO has to do with promotion methods –
beyond website design –for the purpose of ranking a website higher in the search results.
Off-page SEO refers to activities you can perform outside the boundaries of your website.
The most important are:
 Social Media Marketing.
 Social bookmarking.
 Link building.
The Off-page SEO will generate benefits such as:
 Increase in ranking
 Increase in page rank
 More exposure.

31. THE GOOGLE ADWORDS:
Google Adwords is an advertising platform created by Google where paid ads are shown on
Google search page. It is usually seen that while a search query is triggered the search page
shows four ads on the top then the actual website link and threads are shown at the bottom of
the page. These ads can be created by using Google adwords.
The Google Adwords is an Advertising program offered by Google, Inc. that pays websites
on a pay-per-click basis for advertisements that the company displays on the websites. The
advertisements are typically banner and text ads that show content related to the website's
offerings. The program has grown in popularity due to its low start up costs and potential
profits for the site owners.
The AdWords program enables businesses to set a budget for advertising and only pay when
people click the ads. The ad service is largely focused on keywords.
Businesses that use AdWords can create relevant ads using keywords that people who search
the Web using the Google search engine would use. The keyword, when searched for triggers
your ad to be shown. AdWords at the top ads that appear under the heading "Sponsored
Links" found on the right-hand side or above Google search results. If the AdWords ad is
clicked on, Google search users are then directed to your website.
To create any campaign a Gmail account is required. These adwords account details can be
shared with others. Two types of account can be made:
 Manager Account
 Personal Ad Account.

32. Fig No.6: Google Ad-Words Process.

33. The process is as follows:
MANAGER ACCOUNT: An AdWords manager account (MCC) is a powerful tool for
handling multiple AdWords or AdWords Express accounts. With a manager account, you can
link several accounts so you can view them in a single location.
Manager accounts are ideal for third-party advertisers such as agencies and marketing
professionals, or large advertisers who manage multiple accounts.
CAMPAIGNS: A set of ad groups (ads, keywords, and bids) that share a budget, location
targeting, and other settings. Campaigns are often used to organize categories of products or
services that you offer.
AD GROUPS: An adgroup contains one or more ads which target a shared set of keywords.
A bid, or price, to be used when an ad group's keywords trigger an ad to appear can be set.
This is called a cost-per-click (CPC) bid. The prices for individual keywords within the ad
group can also be set. The ad groups to organize your ads by a common theme, such as the
types of products or services you want to advertise.
Through the manager or personal ad account, Campaign for marketing is created which
contains Ad groups. In a single account 10 thousand campaigns can be run. The campaign
contains 20 thousand ad groups. The Ad groups contain Ad copy and Keywords. The number
of ad copies and keywords is almost 50 thousand.
CAMPAIGN
AD GROUPS
AD COPY KEYWORDS
MANAGER
ACCOUNT/PERSONALAD
ACOUNT

34. The campaigns can be defined on basis which strategy should be used i.e., The Pull
Marketing or the Push Marketing.
The Pull Marketing Campaign basically includes reaching out to potential customers or
keeping the already realized customers engaged. Search Campaigns are largely used for this
type of marketing wherein the customers himself raises the query.
The Push Marketing is where the product is shown to the customers irrespective of their need,
these are done by display ad campaigns.
SEARCH AD CAMPAIGNS:
The search ad campaigns are specifically for the related search querry raised on google or any
other search engine. These campaigns are created for diverting traffic to the website as well
as promotion of product. In search campaigns the most important factor is Keyword based on
which the advertisement is triggered. Keywords are inserted manually or google ad words
provides with a keyword planner wherein relevant keywords can be selected and added to ad
groups. Ad groups are theme based for a particular group of keywords one ad group is
assigned.
Every keyword has a match type i.e., Phrase Match, Exact Match , Broad Match.
PHRASE MATCH:
In this type the phrase of the query should match. This can have prefixes before the phrase
as well as suffix after the phrase. For Example: the keyword used in this campaign was “8
channel data-logger” in phrase match if the customer searches for “Best 8 channel data-
logger” or “Top companies selling 8 channel data-logger at affordable price” then also the ad
will trigger as it contains the phrase of keyword. The phrase match type is enclosed in
inverted comas “”.
EXACT MATCH :
As the name suggests exact match is where an exact query is searched for, then and then
only the ad will be triggered. For Example: the keyword used for this campaign was “16
channel data-logger” if the customer searches this exact phrase only then the ad will be
triggered. The exact match type is enclosed in square brackets “[]”

35. BROAD MATCH:
This match type is rarely used as ad triggers even if one word from the keyword matches the
search query. Example: keyword is “16 channel data-logger” and the search query is
“YouTube channel” then also the ad may trigger. Usually broad match is not recommended
as it consumes money from account very fast.
BROAD MATCH MODIFIER:
This match type is a relatively new entrant and lies in between broad and phrase match. It
gives more control than broad match and more freedom than phrase match. It works by
adding a ‘+’ sign in front of words in a keyword phrase when the match type is selected as
broad. For the keyword to match, the words that have the ‘+’ sign in front of them should be
present in the search query.
Fig No.7: Broad Match, BMM, Phrase Match, Exact Match.

36. Fig No. 8: Search Ad campaign Dashboard
Fig No. 9: Budget Breakdown for Search Campaign.

37. DISPLAY AD CAMPAIGNS:
Display ads are visual ads that follow on all websites. These are mostly used for brand
hammering. Display ads are usually used for Push Marketing. Since these are visual ads to
get registered they need to be designed by the designer. The placements of these ads is very
important i.e., on which website the relevant ad should be shown.
In case of data-logger, the display ads were shown on content website where information
related to weather station, solar projects is available.
The Landing page should be defined as the customer will be redirected to this url after
clicking on the ad. Landing page usually is product page or enquiry form-fill up as per the
requirement. It defines the quality score of keyword hence this page must be very relevant to
keywords in Ad groups.
Fig No.10: Display Ads.

38. Fig No.11: TARGETING AND RESULT ORIENTATION OF DISPLAY AD.

39. ADVANTAGES OF DIGITAL MARKETING:
 Digital marketing strategies are far more cost-effective than the traditional marketing
tools.
 Digital media marketing has transformed the marketing industry. Online marketing
through mobiles and internet provides a cheap medium to establish direct contact with
the customers.
 Online marketing strategies don’t require long-standing commitments. Instead, online
marketing tools like PPC ads can be changed daily.
 The output of online marketing is trackable. Digital media marketing have a high
degree of measurability. Thus, designing a target-oriented digital media campaign
becomes easier.
 The tools used in digital marketing are easily accessible. Hence, the rate of response is
higher than traditional marketing.
 Focused digital marketing campaigns most likely attract prospects which may later
convert into leads.
 Cost-effective nature and target-oriented approach of digital marketing enables the
marketer to hit the prospects repeatedly and regularly. This helps in creating a long-
lasting impact on clients.
 Digital marketing strategies give a respite to companies during recession when
traditional marketing tools prove helpless.

40. Fig No.12: Difference between Traditional And Digital Marketing.
AIDMA and AISAS:
AIDMA is widely accepted model describing the psychological process leading up to
consumer decision to purchase the product. This model is similar to AIDA model.
According to this model, attention where the customer notices the product or the
advertisement followed by Interest, Desire, Memory and Action.
This model is widely used in marketing and advertising industry.
Fig no.13: AIDMA model
Attraction Interest Desire Memory Action

41. AISAS is a process model of consumers purchasing activities in Digital Era. It was developed
to observe behaviour based on the understanding that the internet has become prevalent, and
that the customers now have the access to environment in which they can obtain and transmit
information themselves.
In this model, the key processes are, Attention in which the consumer first notices the product
or advertisement followed by Interest. After this the consumer searches for the information
and then finally takes the action i.e., purchase. After which information is shared with others.
In comparison to AIDMA the psychological process has become more compact, and action
process has expanded.
Fig No.14: AISAS model.
Attraction Interest Search Action Share

42. DATA ANALYSIS &
INTERPRETATION

43. DATA ANALYSIS:
It was observed that the number of visitors on website was high but the conversion rate was
low. This was eliminated by making the website more dynamic by adding few user friendly
features like easy enquiry form. The landing pages were defined specifically according to
each product, product details were provided with easy access to downloadable pdf files.
The data of Ad campaigns can be analysed based on number of impressions that is number of
times the ad triggers and clicks per ad. Also amount spent on each keyword can be seen
negative keywords can be eliminated.
Fig No.15: Analysis of Ad campaign.

44. As it can be seen in the fig all the keywords have a different number of impressions relevant
to the searches. Also the bid for each keyword changes in real time. All keywords have
different bid in real-time. Impressions suggest the number of times the ad is triggered or
shown. Clicks refer to people clicking the ad and visiting the website. Conversions refer to
number of visitors actually filling up the enquiry form or genuinely interested in product.
Cost Per Click (CPC) is defined as the amount advertiser is ready to pay to the publisher for
number of clicks. The cost per click depends on the relevant number of searches done for
each keyword.
Click Through Rate (CTR) is defined as percentage of people clicking on ad to number of
times the ad is shown.
ROI is Return of Investment as the name suggests is the how much business is gained after
investing particular amount for a marketing campaign.
The position of the ad that is called as Ad Rank is also important as the visitor may skip the
ad if it is shown at lower than 3rd position. This depends on the bid and the Quality Score.
Quality Score is given by Google that ranks between 0-10 to the keywords. On the basis:
 Relevancy of ad copy
 Relevancy of Landing Page
 Click through rate.
The search campaigns also help in increasing the SEO ranking.
More number of clicks on ad automatically increases the SEO ranking of website as well as
the Ad rank of the Search Ad.

45. Fig No.16: Google Quality Score.
The traffic on website increased . Funnel of conversions was seen changing, the visitors on
the website were interested in enquiring about the product. This means they filled the enquiry
from i.e., a lead was generated with a minimum information about their email-id and phone
number.
This helped in reaching the customer via offline communication. The funnel of coversions
shows that how the visitor to website is converted into customer and that leads to revenue
generation.

46. Fig No.:17: Conversion Funnel.
Fig No.18: Chart showing traffic on website.
0
2000
4000
6000
8000
10000
12000
14000
Jan Feb Mar Apr May Jun Jul Aug Sep
Onset Comp
Ammonit
Campbell Scientific
Aeron

47. It can be seen that the number of visitors on website was low as compared to competitors
website. Hence to increase the traffic on website search engine optimization and ad
campaigns were run which helped increase number of visitors on website. Also the
conversion ratio increased as the customers were followed up via remarketing.
The traffic of various company websites was compared with Aeron’s site, the number of
visitor, and it was found to be low initially and later after marketing initiative it was
satisfactorily high. The data from January 2017 to September 2017 was collected and
compared. Number of visitors on Onset Comp website has seen gradual increase from 8569
to 11200 which is fairly high compared to Aeron’s website traffic. Similarly Companies like
Campbell Scientific also had a fairly higher number of visitors on site i.e., 7900 in January
2017 to 11786 in September 2017 and Ammonit has traffic of 8245 visitors which increased
to 10479. Number of visitors that were 7827 in January 2017 increased to 11134 in
September 2017.

48. FINDINGS, SUGGESTIONS &
RECOMMMENDATIONS

49. FINDINGS:
After implementation of these digital marketing strategies it was found that the market share
of Aeron’s has increased considerably. There is increase in sales of Weather monitoring
Station which is mandatory to install for all solar power plants. Aeron’s datalogger which is
available in 4,8 and 16 channels with in-built port for anemometer. The Brand is now known
to many top companies like Acme, Godrej, Adani Group, Tata Group of Companies which
have upcoming solar power plant projects.
Fig no.19: Sales of Data-logger and Weather Monitoring Stations.
The chart shows the yearly sales of Data-logger as well as Weather Monitoring Stations from
March-2011 to August-2017. It can be seen that the sales has increased from 1500 units in
year 2016 to approximately 1800units in the year 2017. This shows that the sale has increased
by almost 20% in a span of a year.
For weather monitoring stations the sales increased gradually over years. Since 2015 the sale
of monitoring system has increased due to mandatory action from Government of India to
install monitoring station for every solar power plant. As it can be seen it was 900 stations in
2015 and then rapidly increased to stations in 2017.
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2011 2012 2013 2014 2015 2016 2017
SALE OF DATALOGGER
WEATHER MONITORING
STATION

50. Penetration of data logger increased visibly as after the campaign more companies were
aware of the Aeron’s Data-logger. Comparison of market share is shown in following Pie
Chart.
Fig no.20: Market Share of Data logger in April 2017.
Market Share Of Data Logger in April 2017
Onset Comp
Campbell Scientific
Ammonit
AeronSystems

51. Fig No.21: Market share of data logger in August-2017
From the above Pie Charts it can be seen that the market share of various competitors.
Campbell scientific being the leader in the first quarter with 37% share in April 2017. Onset
comp and Ammonit have a fair share of 20% and 25% respectively. After the extensive
digital campaigns the share of Aeron’s data-logger increased from 18%in April to 24% in
August 2017. Therby affecting the market share of other competitor companies.
The market share of Campbell Scientific came down by 5% from 37% to 32% and the share
of Ammonit decreased by 4% from 25% to 21% in August. While the share of Onset comp
was increased by 3% from 20% to 23% in August. The market share of Aeron System saw a
noticeable increase of 6% from 18% of total market share to 24% of total market in August
2017.
Market Share of Dataloggers in August 2017
Onset Comp
CampbellScientific
Ammonit
Aeron Systems

52. SUGESSTIONS AND RECOMMENDATIONS:
 The digital marketing is a new and emerging concept of marketing in India. To adapt
to this it will take time but if started from now can achieve good results.
 The company should also indulge in affiliate marketing so that the product will reach
more and more audience. Affiliate marketing on Aerons site will also result in
revenue generation for the company.
 The company should start the digital media marketing campaigns for all other
products as well. This will help in increasing the business as well as brand Aeron will
be registered in target audiences mind.
 More number of display ad campaigns should be under taken.
 The remarketing strategies need to be implemented as that will help customers to
return to the company. Time period of remarketing should be increased from 30 days
to at least 90 days since the ticket size of the products is high and purchase decision
will require time.
 Enquires through online form fill up should be later on followed up by cold-calling
and meetings which will help in conversions.
 The company should tie up with E-commerce websites in order to reach more people.
Online selling via e-commerce will help customers get the product in reasonable
value.

53. CONCLUSION

54. CONCLUSION:
The future of marketing is digital marketing. Digital marketing is not only concerned with
placing of ad on portals, it consists of integrated services and integrated channels. Marketers
want to use this in reaching the targeted audience and to build brand. In this digital era
marketer is not the custodian of brand but, the people who are connected across the digital
platform are the custodians.
The company wants to build the presence over digital platforms, because customers have
high affinity toward digital media than other media. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between the seller and customer.
Digital media is the best platform to convert the product into brand. Because it is more cost
effective and provide lot of touch points to the company/marketers. The company is able to
engage the target audience in an effective way. Digital marketing is not only for engagement
but the company can increase their customers as well as retain its customer base.
Digital platform help to increase the impact of brand recall to target audience.
The research focused on increasing the market share of data-logger shows that the customers
are highly information seeker before actually buying the product. They enquire about it many
times online as well as offline before actually deciding what to buy. The digital media
provides a platform for increasing the leads as well as conversions.
Digital marketing has an easy accessibility but the situation of marketing a product is
different daily. The ‘location and time’ plays an important role as it influences buying
behavior. Marketing through print media and digital media are altogether a different concept
as the planning strategy is different.
The company’s search ad campaign is more effective as compared to display campaign since
search generated more leads. As the ticket size is more the customers require a lot of time to
decide on the best buying option. Therefore, for a lead to convert it took lot of efforts from
team.
Digital marketing has traceable outputs hence it can be concluded that the campaigns were
partially successful as the website traffic increased by measurable amount. Also, due to
publishing of display ads on blog websites the company’s name was registered in customers
mind. This also helped in increasing the penetration of then product in the market thereby
increasing the company’s market share.

55. MANAGEMENT LEARNINGS
REFERENCES

56. MANAGEMENT LEARNINGS:
 Get to know about the challenges and opportunities in digital marketing.
 Gain basic understanding of SEO, Affiliate marketing, Ad words, Email marketing.
 I learned how to pitch client while meeting.
 Digital marketing is all about team work and it gives best of all.
 Healthy competition forced to do better job and learn from competitors.

57. REFERENCES:
 Digital Marketing Strategy : An Integrated Approach to Online Marketing By Simon
Kingsnorth.
 Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World By
Chuck Hemann and Ken Burbarry.
 www.aeronsystems.com
 www.adwords.google.com
 www.onel Marketing Sstcomp.co.in
 www.campbellscientific.in
 www.ammonit.com
 www.reliablesoft.net
 www.renewableenergyworld.com
 www.oizom.com
 www.boschinda.com