QUESTIONNAIRE

Section A: Comprehensiveness of a Digital Marketing Strategy

1) Which of the below given Digital Marketing Strategies do you use? (Tick as many)
Email Marketing
Social Media Marketing
Search Engine Optimization (SEO)
Pay-Per-Click Advertising (PPC)
Content Marketing
Image-Centric Content
Affiliate Marketing
Inbound Marketing
Display Advertising
If others (please specify): _____________________________________

2) Briefly write about the digital marketing strategy you chose above or any set of digital
media tools you are using. Please be specific.
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

3) To what extent do you think a comprehensive mix of the strategies you use will enable
your company to have a vast online presence?
Lesser Extent

5 Higher Extent

4) Combining the best channels or developing a well-integrated digital marketing strategy

can provide the key to successful marketing and increased online traffic.
Strongly Agree

Agree

Neither Agree
Nor Disagree

Disagree Stongly Disagree

5) While developing an online digital marketing forum, how would you rate these tools
based on their importance?
-Effective web design and development strategy
Not very important

5 Very important

-Creating a viral or buzz strategy about your product over social media
Not very important

5 Very important

-Practicing good search optimization techniques and increase the web ranking
Not very important

5 Very important

5 Very important

-Using email marketing effectively

Not very important

-Getting analysis from internet marketing consultant

Not very important

5 Very important

5 Very important

5 Very important

-Publish articles or get listed in news stories

Not very important

-Publishing online press release

Not very important

-Facilitate and run contests and giveaways via your website

Not very important

5 Very important

5 Very important

-Blogging and interacting with the users

Not very important

6) Does your company outsource any online marketing functions (Affiliate Marketing)?
YES
NO

Section B: Relevance of a Digital Marketing Strategy

7) Rendering marketing strategies to any particular product/service needs is more effective
rather than a general incorporation of a strategy for all the products.
Strongly Agree

Agree

Neither Agree
Nor Disagree

Disagree Strongly Disagree

8) Among the strategies selected in Section A, which one is particularly more relevance to
your product/service needs, give a brief explanation:
_________________________________________________________________________
_________________________________________________________________________
9) Identification of the most relevant digital marketing channels as per the product or
service offered helps in attainment of the target audience.
Strongly Agree

Agree

Neither Agree
Nor Disagree

Disagree Strongly Disagree

10) Upon what basis do you consider any of the digital marketing strategies relevant to
your product type? (tick as many)

Type of target audience (Demographics)

Purpose and goals of your business
Marketing channels with possible metrics for measuring performance
Following current trends of the digital media marketing
Others: specify:________________________________

11) Rate the importance of internal factors that come into play while designing a relevant
digital marketing strategy. (Fill in your rank order using the numbers 1 through 5, 1
being the most important)
Budget
Information available
Research capabilities
Expertise of marketing team
Technology available
Time availability
Others: specify: ______________

12) Rate the importance of external factors that come into play while designing a relevant
digital marketing strategy. (Fill in your rank order using the numbers 1 through 5, 1
being the most importnat)
Target market
Segmentation or need assessment
Changes in preferences or buying behavior
Changes in technology
Changes in purchasing power
Other: specify: ______________________

Section C: Online Performance

13) How important do you consider your businesss online marketing activities among
other major activities that help generate revenue?
Not very important

5 Very important

14) Through what metrics do you evaluate and compare your online performance. (Tick as
many)

Changes in number of sales.

Changes in likes/followers on Facebook/Twitter or any other social media.
Customer feedbacks.
Business rating websites.
Others: specify: _____________________________

15) To what extent in-depth buyer profiles and feedbacks on new ideas, existing products
and any other activity are important for engaging a customer before, during and after
the purchase.

Not very important

5 Very important

16) Theres no best fit or one particular digital marketing strategy for any business, rather
you have to keep pace with changing customers expectations and behaviors and for
that the strategy for digital media keeps on changing and being improvised constantly.
Strongly Agree

Agree

Neither Agree
Nor Disagree

Disagree Strongly Disagree