Impact of Digital Landscape: Effective Online Presence on Millennials
Mayukh Mukherjee (Research Scholar), Supervisor Dr. Masuma Mehta (Associate Professor, Techno India University)
ABSTRACT
The aim and the objective of Research work is clearly described the Title itself. It is the Impact of The Digital Media On the Human Psychology and it’s effect on the Consumer Behaviour on Buying and marketing. It is to prove the modern generation lifestyle system and the support of the bend of Millennials on Digitalisation and vice versa. The Millennials i.e the age group who has born on 1982-1996 are the most huge users of the online system following making purchases of products and services via the online mode. Online mode of the service availing has been a regular practice and a generation trend since 2015. Online device is in the hands of all the young and mid age citizens of India. Social Media Accounts has made a garb on the traditional letter writing and the Electronic medias, i.e. the Televison and Radio. In place of the television Facebook, Instagram, YouTube, Anad the web series launches are on the tract from 2019. Where Spotify and other such apps have taken the place of the radio system.
KEYWORDS
Digital marketing, Advertising strategies, Digital channels, Technological advancements, Social media, Innovation in marketing
INTRODUCTION
Marketing is a plethora of public demand and supply of product and service. Marketing is a concept depended on both the want and the need of the people. A marketing status of a place depends onto the fund the individuals want to invest to buy it. A price of a product depends on the availability of it in a region. Eg. a Photo Framing stapler in India costs Rs. 3000 to Rs. 5000. where, if a person buy it from Taiwan or China, it will cost him Rs. 700 to Rs.755. The differentiation of the product cost also depends among the close the regional places too due to the difference in the business setup, look and other things too. The Marketing procedure from the side of a business holds a basic concept to acknowledge people of their products and services which is known as advertising and branding. Advertising and Branding can not be an optional task since a decade. The market at present is so hugely crowded with hundreds of branded and quality products that if a company skips the procedure of advertising, then their business will not be able to take up a height of sale in the crowd of today’s overpopulated country like India.
The Millennial are trendy to buy the best fashionable out of the less cost. If they do not get it on the local and general market via the hands of the retailers, then they opt out to it’s search on the Internet. Internet is technically known as the digital media and New Media in the field of Mass Communication and Journalism. Today rather than the Newspapers, Magazine comes on to the third stage of need communication, and Television and radio comes of the second need of it and the first stage of communication comes the internet system, which has changed the whole system of globalization onto a new platform of technology called the digitalization. Due to the Digitalization now everything is possible on the touch of the fingers on the control machines just sitting inside our home. Calling someone, sending a message or a letter, sending videos, pictures, buying products, ordering services and all as such factors can be availed just within few minutes unlike the era of 20th century. This has eased the human life more than before. The young brains are using the technology of this fast growing digital globalization and taking the benefit of this easy life and getting everything on their hands sitting at home. Holding the similar mentality like the customers, the young entrepreneurs are taking the benefit of the digital media, and making attempts of digital marketing. Advertising on social medias and selling on the digital platforms
LITERATURE REVIEW
Several thesis has been published on the topics of Digital media, Marketing and Human Psychology separately. But the topic on the combination of three has been awarded the degree of Doctor of Philosophy in the year 2020 to Dr. Roopa K.V. whose geographical concentration of the research was in the region of Bangalore which is in Extreme South of India . Here my chosed topic is same but on the region is in West Bengal is just in the longitudinally opposite direction of Bangalore, i.e. extreme North of India.
Better say, my attempt is on to the development and adding new information on to the thesis and the research work which was was completed by Dr. Roopa K.V. Moreover, she has only concentrated on the generalized online marketing app, left specifying over the medical store apps like Netmdes, Pharmeasy, 1mg, Medlife and others. She has also missed out the survey on the Payment apps like Phonepay, Bharatpe, Mobique, Samsung Pay. In the said thesis, a detailed research survey on Online cab services was done only on Uber and Ola but has missed Zoom Car, Rapido, etc. Here She has not made a concentration on the online approach of the public to the specific companies’s apps and website to get the products and services which are much more cheaper than the 3rd party or third-party approach. Leaving that, another thesis was published on attempt of a research work by Dr. Nilanjana C which was Digital Marketing Marketing in the MSME Sector of Kerala. This too is in the longitudinally opposite part of West Bengal region. Kerala is is Extreme South of India where West Bengal is in the Extreme North of India. In both the said research thesis the aspect of the payment gateway, which is in huge demand since the last five years, were not been highlighted. As far as my observations on the past related research, I could have find only these research gaps till now.
METHODOLOGY
In this research work the Primary research methodology which I have chosen is the Mixed Methodology format. Mixed methodology is a type of methodology which includes both the Qualitative as well as the Quantitative Methods. Qualitative methodology helped me to select the topic of my research work and find out the geographical region on which I must concentrate also it helped me to target on which age group of people I must focus on and on which type of marketing policy I must choose to conduct the research on.
Whereas the Quantitative methodology helped me to deeply concentrate onto differentiating and classifying the millennials into different sections as per their profession, qualification, location, age, gender and proceed on to their survey and sampling.
The methods of Empirical Research, Statistical Analysis and Historical Survey Comparative Analysis is also taken help. Other types of Secondary methods have too been used to make the research work much more effective. This research work needed both scientific as well as unscientific methodology because both the Management and the Media are now vast areas to explore. To record the observations on Digital Media and Marketing, both the tools of Art and Science are needed i.e. Quality and quantity respectively. The statistical Analysis and the Empirical Analysis are part of Scientific methods where as the Historical survey and the Comparative study is the unscientific methodology.
The method of General marketing research which includes research on Product , Sell, Consumer, Costing, Price, Promotional, Sales, and Quality have also been applied. The main techniques that will be employed are content analysis and semi-structured interviews.
Responders has been chosen with a purpose with consideration of their quality and quantity of background and experience in online presence management, digital marketing, and other similar areas.
A sample count of around 200–250 responders is planned to ensure a varied range of views and opinions.
To compile in-depth knowledge and first-hand accounts from influencers, entrepreneurs, digital marketers, and experts.
To gather quantifiable information about the popularity and efficiency of certain internet presence and marketing tactics. Create a structured survey that includes the Likert scale and the closed-ended questions.
Give the survey to various companies, internet marketers, and others involved in online advertising.
Examine survey data to find trends, relationships, and statistical significance.
DATA ANALYSIS AND INTERPRETATION
On the uprising of the huge development, it is very much keenly noticed that Digitalisation has took up all the process on its shoulders from the manual and semi-manual processes. Computing systems and electronic mechanisms have taken all the turns towards providing services to the people. As part of the historical research work, Digitalisation has made all the work possible by sitting at home.
The population or sample consists of people who live in different parts of the West Bengal cities of Kolkata, Howrah, North 24 Parganas, and South 24 Parganas. As mentioned earlier, the sample was limited to educated individuals from the cities, including various companies, internet marketers, and others involved in online advertising. Convenience sampling was used in the study. The population was divided into occupation, age, income, and education categories.
| City | No. of Respondents |
| Kolkata | 125 |
| Howrah | 25 |
| North 24 Parganas | 35 |
| South 24 Parganas | 45 |
| Total | 230 |
Out of total 250 numbers, 100 respondents were from Kolkata, 50 from Howrah, 40 from North 24 Parganas, 50 from South 24 Parganas cities.
Standard deviation, Mean and t-values for respondent attitude scores of genders
| Gender | Percentage | Mean | Standard deviation | t- value | Significance level ( ) |
| Female | 66 | 3.694 | 0.328 | 1.45 | 0.15 |
| Male | 34 | 3.597 | 0.456 |
Below are the 230 useable responses’ sample characteristics and demographic information.
Sample Description for the Main Study
| Demographic Characteristics | Number of Respondents | Percentage of Respondents |
| Total Sample Size (N) | 230 | 100% |
| Gender | ||
| Female | 125 | 54.0% |
| Male | 105 | 46.0% |
| Highest Qualification | ||
| Intermediate/Diploma | 87 | 37.9% |
| Bachelor’s/Graduation | 64 | 27.9% |
| Master’s/Post Graduation | 63 | 27.6% |
| others | 17 | 6.6% |
| Occupation | ||
| Employees | 97 | 42.5% |
| online customer social media bloggers students | 69 47 17 | 30.0% 20.2% 7.3% |
| Age Group (Years) | ||
| 18-24 | 184 | 80.3% |
| 25-35 | 33 | 14.7% |
| 36-45 | 9 | 4.2% |
| 46 and above | 4 | 0.8% |
RESEARCH HYPOTHESIS
Hypothesis 1:
Industries with a the practice of proactive approach towards the monitoring and for and of adapting to advanced technological advancements will demonstrate higher grades of successful attempts in online and digital presence and also in the promotional strategies with comparison to particular those with a reactive or passive approach.
Hypothesis 2:
A positive correlation is in the existence between the use and application of the advanced stage of the data analytic tools and also the success of online and digital digital promotional attempts as well as efforts, which are measured via identified key performance indicators (KPIs).
Hypothesis 3:
The integration of the personalized as well as the targeted content, enabled by emerging advanced digiltal technologies will lead to higher conversion rates and improved key performance indicators for industries adopting such strategies in their online promotion efforts
CONCLUTION
The research study on the aspect and topic of ‘Online buying characteristics and buying behaviours of a millennial generation’ was to understand and get knowledge mainly about the process, understanding and the way they use the internet, their preferences, their want, their need of ad on specifically the products and services generally searched in internet, and the particular aspects and factors which puts an impact on the influence of their buying characteristics and other classifications. The study has three levels, analysis of reviews and theories related to online buying behaviour and the factors that influence buying behaviour, preparation of the survey tools and their validation at different stages, and the exploratory analysis of the data on a quite detailed part.
The millennial generation may be defined as the birth dates fall in the duration 1980 to 2000. In this study, the respondents are taken into four categories, millennial (Gen Y), post-millennial (Gen Z) and pre-millennial (Gen X) and above 60 years. The millennial generation is the generation who are either employed or business or self-employed and even dependent and it is the generation which had grown along with the technological advancement in India from the coin booth to the advanced Android mobile or from the Microsoft-DOS operating system to Microsoft Windows- 11 along with the 1G cell phone till 5G Smartphone with the Android version 1.1 Petit Four till Android version 12.1 Snow Cone and the traditional marketing system to the advanced digital marketing and data management system.
The pre-millennial generation represents the Gen X which represents a generation before the IT (Information Technology) revolution in India started and they adapted to the new technologies. The new technologies and the gadget developments have raised main questions about their potential to adapt with the new technologies in their lifestyle, fashion, job and other occupations. The most to most big challenges faced by this above stated generation were the drastic, dynamic and the rapid to rapid changes in the organization, cultures, education and the surroundings and then the premature retirements from jobs to other related matters and fields.. The Millennials is marked as the Gen-Y which was born and brought up with the modern to ultra-modern IT revolution in India, on which they had an opportunity to learn and adapt to the needs of comparatively better scopes and benefits than the previous stated generation. The Millennials had been the initiators and the strength of the IT revolution in India and priory the most early takeover of occupation and business was witnessed among the whole. The Millennials and the developing technologies are like the two parts of a coin. Better say like the load on two sides of a rope and a pulley. Millennials and the drastically developing technologies are support to each other. Millennials without the Online system and the Online system without the Millennials are something next to impossible.
RECOMMENDATION
- Need for adaptation of the modern data analytics and the augmented reality. AI (Artificial intelligence) is also a basic need of requirement to enhance one’s online presence and marketing tactics.
- Required to perform in-depth marketing research works to comprehence the industry-specific elements which acts as an effect on the online marketing performance by taking into account competitive environments, product attributes, and demography.
- Need to create a forum for the industry-to-industry knowledge exchange which will help in enabling the process of sharing new and modern types of creative strategies and the best modern practices for Internet advertising in this developing era.
- Tailor KPIs to the particular needs of your industry, making sure they reflect your company’s priorities and distinctive characteristics.
- Adopt optimisation and modern tactics which are founded on performance metrics analysis to guarantee long-term success in the dynamic digital environment era of the current and future time.
FUTURE SCOPE OF THE STUDY
More research in these areas must be done to gain a better knowledge of how dynamic online presence and promotion methods are and will be in future. This will help firms and all other type of business bodies to better manage the always-shifting digital landscape. This will help in betterment of the future consumer perception and decision making also.
REFERENCE
- K.V., Roopa. (2021). A Study on the Impact of Digital Marketing on the online Buying behaviour of Millennials of Bangalore.
- C., Nilanjana. (2019). Digital marketing in the MSME sector of Kerala.
- Prativindhya. (2021) Imapct of digital marketing on consumer Buying behaviour a study of consumer electronics goods.
- Alexander, Lucy. (2022). HubSpot. The Who, What, Why & How of Digital Marketinghttps://blog.hubspot.com/marketing/what-is-digital-marketing
- Peermohamed, Alnoor. (2021). Economic Times. Tech The Facebook outage: What exactly happened?.https://economictimes.indiatimes.com/tech/technology/the-facebook-outage-what-exactlyhappened/articleshow/86779254.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
- Wikipedia. Millennials
- Bramha, Mahul. (2017). Decoding Luxe.
- Alexander, Lucy (2021). The Who, What, Why, & How of Digital Marketing
Emails: dr.mayukhjee@gmail.com (Research Scholar, Techno India University),