Adoption of Digital Marketing Techniques: A Survey of Marketing Executives in Pune
Sheetal M. Darekar* (Assistant Professor, Dr. D. Y. Patil B-School, Pune, Maharashtra, India),Vishal Wadajkar (Deputy Director (Academics), Dr. D. Y. Patil B-School, Pune, Maharashtra, India) and Adil Ejaj (Student, Dr. D. Y. Patil B-School, Pune, Maharashtra, India), *Corresponding author's Email
Darekar, Sheetal M.; Wadajkar, Vishal and Ejaj, Adil (2019), “Adoption of Digital Marketing Techniques: A Survey of Marketing Executives in Pune”, MERC Global’s International Journal of Management, Vol. 7, Special Issue 2, pp. 11-14.
Submitted: April 01, 2019, Revision received: April 18, 2019, Accepted: April 30, 2019
This is a descriptive study to assess the adoption of digital marketing techniques using a survey questionnaire. An explanatory hypothesis was set and studied based on primary data collected from 100 senior marketing executives from Pune. Different companies surveyed them on the adoption of digital marketing techniques. The responses were measured on a 5-point Likert scale for ten sub-questions. The sample mean was compared against the hypothesised population mean of the scale mid-point of 2 and was tested for statistical significance at a 95% confidence level. The study disclosed that the adoption of digital marketing techniques was statistically significant. The mean was well above the hypothesised population mean (Mean = 3.13; SD = 0.79). The results of the study indicates that the adoption of digital marketing techniques is widely prevalent.
Digital marketing, Internet, Social media.
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