importance of web designing and social media …journalstd.com/gallery/9-2020.pdf · implementation...

IMPORTANCE OF WEB DESIGNING AND SOCIAL MEDIA

ENGAGEMENT FOR BUSINESS IN HYDERABAD

GANGISHETTI SANTOSH KUMAR, MBA MARKETING, Medak College Of Engineering & Technology,

Email ID: [email protected]

JALEEL AHMED, ASSISTANT PROFESSOR, MBA Department, Medak College Of Engineering & Technology

Abstract: This research study focused on

online marketing and the use of social media by a

sample of tourism operators in done in Hyderabad. The

aim was to identify the level of online marketing that

hotels and educational institutions are currently

implementing, and to inform improvements in relation

to their design and implementation of strategies to

enable effective online marketing and use of social

media. Data were obtained from hotels and educational

institutions through face-to-face interviews, online

surveys, and an analysis of their online presence. The

research study confirmed that, while they have a web

presence, there is potential for substantially improved

use of online marketing and social media to increase

awareness of their products and services online.

Keywords: Hotels, Educational Institutions,

online, web, social media, marketing.

Introduction

Technologies have disturbed the traditional business

models of many industries, including retail, finance, and

media. Ingram (2012), for example, refers to web

designing and social media disrupting traditional

business models and suggests that this has “allowed

creators of connect to connect directly with their

audience” (p.1). Ingram provocatively states that this

has implications for other industries such as tourism.

By now, we’ve gotten pretty used to the disruption that

the rise of the social web has created in the media

industry… …that same wave of socially-driven

disruption is now moving through the rest of the

economy too — particularly in services that can be

easily socialized, such as the hotel business, the taxi

industry or the education market. …the writing is

already on the wall: service businesses that don’t use

social features to lower barriers and increase efficiency

will likely not survive long. (Ingram, 2012, p. 1)

The key message emerging for tourism is that having a

web presence is not sufficient, and that social media is

not an optional extra. The researchers drew upon their

own experiences in searching, selecting and planning

vacations, and understood how they enacted their

selection of places to visit, where to stay, comparisons

of costs, booking travel and accommodation, through to

providing reviews of these after their adventures as

tourists. Online access and the quality of the web

presence and functionalities dominated the process and

influenced their decision making. The aim of this study

was to specify the level of use of online marketing of a

range of tourism operators in Dunedin, Hyderabad The

study examined the general web presence of the tourism

operators, and the social media activities of those

tourism operators. The study was positioned within a

contextual understanding that the Internet and new and

emerging social media was transforming traditional

marketing and communication strategies used by

tourism operators in Hyderabad. Consequently, this

study sought to inform the improvement of the web

presence, online marketing and use of social media by

tourism operators.

Following the presentation of a review of literature

relevant to developing a web presence, online

marketing, social media and tourism, this paper outlines

the research methodology, presents key findings, and

provides implications which emerged from this study.

Review of literature

1) A Study done by Michael Rodriguez, Vijaykumar

Krishnan, Robert Peterson stated that The

implementation of Social Media Technology in A

Firm’s Marketing Strategy has been adopted by some

forward-thinking sales forces. Sharing content and

building a network of contacts are the principles behind

social media. The utilization of social media (e.g.,

LinkedIn and Twitter) for reaching business-to-business

clients is a relatively new phenomenon with

performance outcomes essentially unknown. Data were

collected from 1,699 business-to-business salespeople

from over 25 different industries. Using structural

equation modelling, the findings support that social

media has a positive relationship with sales processes

(creating opportunities and relationship management)

and relationship sales performance.

2) A study by Smiths, Narayanswamy Ramasubbu , M

S Krishnan and C Fornell done on

December 2006 stated that Web Sites Are Important

Components Of Internet Strategy For

Organization”. They show the relevance of the

business domain of a Web site to gain a contextual

understanding of relative importance of Web site design

elements. They use a hierarchical linear modelling

approach to model multilevel and cross-level

interactions that have not been explicitly considered in

previous research. By analyzing data on more than

12,000 online customer surveys for 43 Web sites in

several business domains, they found that the relative

importance of different Web site features (e.g., content,

functionality) in affecting Business

.

3) A study done by Xi Leung, Billy Be stated that The

unprecedented popularity of social media outlets have

forced scholars to Inquire About Their Marketing

Science, Technology and Development

Volume IX Issue III MARCH 2020

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Effectiveness, Especially In The Hotel Industry. This

study attempted to explore the “Marketing

Effectiveness of Two Different Social Media Sites

(Face Book And Twitter) In The Hotel Industry”.

Integrating the attitude-toward-the-ad (Ad) model with

the concepts of attitude-toward-social-media-page, the

study proposed a theoretical model of hotel social

media marketing effectiveness. The results revealed that

hotel customers' social media experiences influence

their attitudes-toward-social-media-site, which in turn

influences their attitudes-toward-hotel-brand, and that

hotel customers' attitudestoward- hotel-brand affects

their hotel booking intentions and, in turn, intentions to

spread electronic word of mouth. The study also

indicated that different social media sites demonstrate

the same marketing effectiveness, suggesting that hotel

managers use the same marketing tactics

4) A Study done by University of Minnesota, US states

The ubiquity of social media (e.g., Face book, Twitter)

is no more apparent than at the university. “Social

media are increasingly visible in higher education

settings as instructors look to technology to mediate

and enhance their instruction as well as promote

active learning for students”. Many scholars argue for

the purposeful integration of social media as an

educational tool. Most of the existing research on the

utility and effectiveness of social media in the higher

education class is limited to self-reported data (e.g.,

surveys, questionnaires) and content analyses. This

paper summarizes the scholarly writings as well as

reviews the findings of empirical investigations. Some

limitations are discussed, and future areas of research

are proposed.

5. University of Stavanger, Norway (2015-16),

Research has shown For many hotels, therefore, the

corporate website has emerged as the main tool for

inter-organizational and intra-organizational

information exchange, as well as for sales and

promotion activities. The extent, to which the hotel

websites can attract and retain traffic, significantly

influences the volume of business translated on them. In

order of significance to the hotel website`s

performance, this paper is based on a study of

performance of 85 hotel websites. Significance of seven

main factors, which influence the two measures of the

hotel website performance, the Reach and Loyalty, was

checked. Information content, Easy of Navigation,

Security, Usability, and Customization were found

to be the significant predictors of the hotel website

Reach and Hotel website Loyalty.

OBJECTIVE OF THE STUDY:

1. To study the online presence of business & its service

2. To study the Social media presence & promotion of

products/services

3. To increase client/audience engagement & generate

leads

4. Easier access to organisation services through web &

social media.

Research Methodology

OBJECTIVE OF THE STUDY:

1. To study the online presence of business & its service

2. To study the Social media presence & promotion of

products/services

3. To increase client/audience engagement & generate

leads

4. Easier access to organisation services through web &

social media.

PROBLEM DEFINITION: Determining The Factors

to Find the Potential Customers i.e. Hotels and

Educational Institutions for Web Designing and Social

Media Engagement in Hyderabad

LIMITATIONS OF THE STUDY :

The Results generated from the Questionnaire are done

on the assumption that the respondents have revealed

the correct information.

The study is restricted to Hyderabad area

My study report confined to sample size 110

respondents

The period of study was 45 days.

SOURCES OF DATA COLLECTION:

Primary Data :

Primary Data is collected during Training, Observation,

Interaction, Collecting data from the Manager for the

design of Questionnaire, Discussion with the

Organisation, Departmental heads, assistance and

executives of the Company.

SECONDARY DATA :

Secondary data is collection from the Official website

of the Company (www.ultimez .com )

RESEARCH DESIGN :

SAMPLE FRAME : Business of Hyderabad

SAMPLE UNIT : Hotels and Educational Institutes

SAMPLE SIZE : 110 Respondents

SAMPLING TECHNIQUE: Convenience Sampling

RESEARCH TYPE: Exploratory Research followed

by Descriptive Research

SURVEY TOOL : Structured Questionnaire

DATA ANALYSIS : SPSS and M S Excel

DESCRIPTIVE STUDY:

Descriptive Study determines and reports the way

things are. It has no control over what is and it can only

measure what already exist. Descriptive Research also

known as statistical research describes data and

characteristics about the population or phenomenon

being studied.

BENEFITS OF THE STUDY:

This study helps to know the importance of Web

Designing and Social Media Engagement for the



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Business running in Hyderabad which includes Hotels and Educational Institutes.

ANALYSIS AND INTERPRETION

Do you have a Website?

Valid Cumulative

Frequency Percent Percent Percent

Valid Yes 47 42.7 42.7 42.7

No 63 57.3 57.3 100.0

Total 110 100.0 100.0

INTERPRETATION According to the Survey, 42.7% Respondents have website for their Business and 57.3% Respondents don’t have

Website for their Business.

If Yes, Do you want to Redesign it?

Cumulative

Frequency Percent Valid Percent Percent

Valid No Response 63 57.3 57.3 57.3

Yes 3 2.7 2.7 60.0

No 44 40.0 40.0 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 2.7% respondents who have a website want to redesign it and 40% respondents don’t want

to redesign their website

b) If No, why?

Cumulative


No Response 47 42.7 42.7 42.7

Cost 7 6.4 6.4 49.1

Lack of Technology 5 4.5 4.5 53.6

Others ( Time

51 46.4 46.4 100.0

Consuming)

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 46.4% respondents find it

Time Consuming to have an website, 6.4% respondents

find costly to have one website and 4.5% have lack of

technology to have one website for their Business

2) When are you planning to have one website for your business?

Cumulative


Valid No Response 15 13.6 13.6 13.6

Immediately 2 1.8 1.8 15.5

Within a year

4.5 4.5 20.0

5

After One Year 88 80.0 80.0 100.0

Total 110 100.0 100.0



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INTERPRETATION: According to the survey, 80% respondents are planning

to have website after one year, 4.5% respondents will

have a website within a year, 1.8% respondents will

have a website immediately for their Business.

3) Do you know

Cumulative


Valid Yes 14 12.7 12.7 12.7

No 82 74.5 74.5 87.3

May Be 14 12.7 12.7 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey 12.7% are aware of Web

Design Company in Hyderabad, 74.5% are not aware,

12.7% are doubtful of Web Design Company in

Hyderabad.

a) If YES, Which is it?

Cumulative


Valid Don’t Know 92 83.6 83.6 83.6

Arthashastra 5 4.5 4.5 88.2

Ultimez technology 2 1.8 1.8 90.0

Web Design Royale 4 3.6 3.6 93.6

Others 7 6.4 6.4 100.0

Total 110 100.0

100.0



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INTERPRETATION:

According to the survey , 4.5% are aware about

Arthashastra, 3.6% are aware about Web Design

Royale, 1.8%are aware about Ultimez technology and

6.4% are aware about some other Web Design

Company in Hyderabad.

4) Are You Aware of Digital Marketing

Cumulative


Valid Yes 86

78.2 78.2 78.2

No 19 17.3 17.3

95.5

Dont Know

5 4.5 4.5 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 78.2% respondents are aware

of Digital Marketing, 17.3% are not aware of Digital

marketing and 4.5% have no idea about Digital

Marketing.

a) If YES, which Digital Marketing tool would you like to proceed with?

Cumulative


Valid Dont Know 20 18.2 18.2 18.2

Social Media Marketing 45 40.9 40.9 59.1

Search Engine Marketing

9.1 9.1 68.2

10

Email Marketing 4 3.6 3.6 71.8

Paid Ad's 3 2.7 2.7 74.5

Online Marketing 19 17.3 17.3 91.8

Mobile Marketing 9 8.2 8.2 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 40.9% are into Social Media,

17.3% into Online Marketing, 9.1% into Search engine

marketing, 8.2% into Mobile marketing, 3.6% into

Email Marketing and 2.7% into paid ad’s



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5) Are you aware of Social Media for your Business

INTERPRETATION:

According to the Survey, 51.8% of Respondents are aware of Social Media and 48.2% are unaware of Social Media

a) If YES, which is the Most effective Social Media? RATE IT?

Column1 FACEBOOK LINKEDIN INSTAGRAM TWITTER

NEUTRAL 0 2.7 1.8 1.8

VERYPOOR 0 3.6 2.7 2.7

GOOD 22.72 2.7 1.8 1.8

VERY GOOD 28.18 1.81 1.8 1.8

NO RESPONSE 43 86.36 86.36 86.36

POOR 43.63 2.7 5.45 5.45

Cumulative


Valid Yes 57

51.8 51.8 51.8

No 53 48.2 48.2 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to this survey,28.18% FaceBook is found to

be very good for their Business, 1.8% find Linked in,

1.8% find Instagram Very good for their Business ,

1.8% find twitter very good for their Business.

b)If NO, Would you like to promote your Business through Digital Marketing Strategies?

Cumulative


Valid NO RESPONSE 57 51.8 51.8 51.8

YES 3 2.7 2.7 54.5

NO 13 11.8 11.8 66.4

MAY BE 37 33.6 33.6 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 2.7% respondents would like to promote through Digital Marketing strategies, 11.8% are not

interested to promote and 33.6% would think to promote

I) What is the Role of Online marketing in your Business( SALES)?

Cumulative


Valid Extremely Important 7 6.4 6.4 6.4

Important 24 21.8 21.8 28.2

Neutral 37 33.6 33.6 61.8

Slightly Important 24 21.8 21.8 83.6

Not Important 18 16.4 16.4 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 6.4% respondents find Online

Marketing for Sales extremely important for their

Business , 21.8% find it important ,33.6% find neutral,

21.8% find it slightly important and 16.4% find it not at

all important for their Business

II) What is Role of Online Marketing in your Business(INFORMATION SEARCH)

Cumulative


Valid Extremely Important 16 14.5 14.5 14.5

Important 38 34.5 34.5 49.1

Neutral 31 28.2 28.2 77.3


Not Important 9 8.2 8.2 100.0

Total 110 100.0 100.0



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INTERPRETATION: According to the survey, 14.5% Respondents find

Online Marketing for Information Search as Extremely

Important for their Business , 34.5% find it important

,28.2% find neutral, 14.5% find it slightly important and

8.2% find it not at all important for their Business.

III) What is Role of Online Marketing in your Business(CUSTOMER CONVERSION RATE)

Cumulative


Valid Extremely important 8 7.3 7.3 7.3

Important 27 24.5 24.5 31.8

Neutral 49 44.5 44.5 76.4


Not Important 8 7.3 7.3 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 7.3% Respondents find

Online Marketing for Customer Conversion rate as

Extremely Important for their Business , 24.5% find it

Important ,44.5% find Neutral, 16.4% find it Slightly

Important and 7.3% find it not at all Important for their

Business.

7)Among these which do you find most important when promoting on social media

Cumulative


Valid To Find New Customers 40 36.4 36.4 36.4

To engage with existing

8 7.3 7.3 43.6

customers

To Share new ideas and

40 36.4 36.4 80.0

build your brand

To get Instant Feedback 22 20.0 20.0 100.0

Total 110 100.0 100.0



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Interpretation: According to the Survey, 36.4% Respondents feel

Finding New customers is important when promoting

on Social Media, 7.3% find promotion to share with

existing customers, 36.4% Find it to share new ideas

and build their brand and 20% do it to get instant

feedback

8)Which one Social Media network or Online Presence you think is better to Generate Sales or Customer

Engagement

Cumulative


Valid FaceBook 102 92.7 92.7 92.7

Instagram 1 .9 .9 93.6

Twitter 5 4.5 4.5

98.2

Linked In 2 1.8 1.8 100.0

Total 110 100.0 100.0



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INTERPRETATION: According to the survey,92.7% respondents find

FaceBook better to generate sales,0.9% find Instagram

better, 4.5% find Twitter better and 1.8% find Linked In

to generate sales and engage their customers.

9. What is Role of Digital Marketing in your Business or Service

Cumulative


Valid Just Presence 56 50.9 50.9 50.9

To Boost sales 31 28.2 28.2 79.1

Omni Market 8 7.3 7.3

86.4

To Social Surfers 15 13.6 13.6 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 50.9% of respondents find

Digital Marketing as Just presence in their Business,

28.2% find it to Boost Sales, 7.3% find it to get Omni

market and 13.6% find it for Social Surfers

10.What Strategies you would like to opt to retain the existing customers

Cumulative


Valid Updating Existing website

32 29.1 29.1 29.1

with offers

Opting Social Media 46 41.8 41.8 70.9

Others 32 29.1

29.1 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the Survey, 29.1% Of Respondents Would

Update Their Existing Website To Retain The Existing

Customers, 41.8% Would Opt Social Media Strategies

For Their Business And 29.1% Would Opt Other

Strategies For Their Business

11) Based on your experience which source visitors finds you well with?

Cumulative


Valid Networking 5 4.5 4.5 4.5

Social Media 29 26.4 26.4 30.9

Google

29.1 29.1 60.0

32

Newspapers 25 22.7 22.7 82.7

Others 19 17.3 17.3 100.0

Total 110 100.0 100.0



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INTERPRETATION:

According to the survey, 4.5% of Respondents feel that

their visitors find them well with networking, 26.4%

feel that their Visitors find them on Social Media,

29.1% feel on Google,22.7% feel on Newspapers and

17.3% find them on others.

FINDINGS AND SUGGESTION:

FINDINGS 1. According to this survey, 57.3% of the Business

did not have website in which 46.4% find having a

website is Time Consuming.

2. About 12.7% Respondents are not aware about any

Web Design Company

3. It can also be seen that 78.2% respondents are

aware of Digital Marketing in which 51.8%

respondents are aware of Social media and remaining

26.4% are not aware of Digital Marketing.

4.33.6% of the Role of Online Marketing in Sales is

Neutral, as in searching information 35% is seen

Important and 45% is for customer conversion rate.

5.36.4% of Business in Hyderabad feel finding new

customers and sharing new ideas to build their brand is

the most important when promoting on Social media

6.92.7% of Respondents find FaceBook is the most

effective social media application to generate sales and

leads

7.41.8% of Social Media is Found to be the important

medium to retain customers and 29.1% is taken by

Google to find visitors

SUGGESTIONS: 1.It can be seen that Hyderabad has more potential

Market for Digital Marketing as only 78.2% are just

aware of Digital marketing and rest 21.8% don’t have

an idea about Digital Marketing.

2.We need to educate the respondents i.e. about having

one website for their Busine ss as only 57.3%

respondents have websites.

3.As only 13% respondents know about web design

company, their is also no awareness about any Web

Design Company, so the respondents need to be

educated about Web Designing.

4.We need to demonstrate the process of Web usage to

clear the myth of Time Consuming and also the Result

Orientation of Web development on Business.

5.As it is seen that FaceBook is 93% used tool to

generate leads in Hyderabad, we need to introduce other

similar media like LinkedIn to serve their Business.

6.It is also seen that Online marketing is playing a vital

role in information search. The Business can also

increase their customers conversion and sales through

these strategies

7.As 29% of Business find their visitors through

Google, Social Media awareness can be created to get

easier access with customers.

CONCLUSION: The Overall Experience of the Respondents with this

survey was found to be Good. The outcome of the

survey is that Awareness about Digital marketing which

includes Website Design, Social Media , Online

Marketing to be spread in Hyderabad. This will help the

Business to get clients and will generate more sales.

Digital Marketing in today’s era is growing in every

field therefore it can add up more value to the Business.

However the Web design companies should also

take initiative to show the Importance of Online

presence for the Business in Hyderabad.

BIBLIOGRAPHY:

COMPANY WEBSITE: www.utimez.in

INTERNET SOURCES: www.marketingteacher.com

OTHER SOURCES:Information by External Guide

TEXT BOOK: Marketing Management

Author’s Profile:

GANGISHETTI SANTOSH KUMAR, MBA

MARKETING, Medak College Of Engineering &

Technology,



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Email ID:

[email protected]

JALEEL AHMED, ASSISTANT PROFESSOR, MBA

Department, Medak College Of Engineering &

Technology



ISSN : 0950-0707

Page No : 84

mailto:[email protected]

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