A Study of Digital Marketing Tools with Special Reference to Physical Fitness Clubs in Pune City

Digital Marketing is nothing but using digital channels to reach customers. Social media marketing helps you to increase your band awareness and also, it‘s important for companies to reach consumers, and when done correctly, tells those consumers. SEO means search engine optimization, it is the process of optimizing website to get organic traffic from the SERP (search engine results page). In other words, SEO meaning involves making certain changes to website design and content that make user site more attractive to a search engine. Google AdWords is Google‘s online advertising platform. Google AdWords is a product that users use to promote business or company, help to sale product and service, give awareness, and increase traffic to website. Google Analytics provides various services which are useful for increasing online existence and performance of the companies. This service is accessible to everyone who has Google account. Email Marketing is used by organizations to build awareness and brand loyalty of the products & services. Email Marketing is used to promote business through emails where we can connect with thousands of customers with a single click.

K. Venugopal, Saumendra Das, D. Vishnu Murthy (2012), in their research paper entitled ―Email Marketing: A paradigm shift to marketing‖ they observed that Email marketing are often a really effective media to reach to audience around the world. Email marketing is very useful in sending personalized messages with long content. Ms. Abhishika Joshi & Dr. Arvind Kalia (2017), in their research paper entitled ―Conceptual Analysis of Effectiveness of Facebook Advertisements in India and Abroad‖, they suggest that the use of Facebook like, comment and share button applications positively influence consumers purchase decision. Organizations need to create and make their facebook page active by regularly posting some content on it. Nisha J. & S. M. Ferdous Azam (2017), in their research paper entitled ―The Impact of Social Media Marketing on Brand Equity‖, they observe that managing Facebook marketing is something which need to be done cautiously. Social communication is the most important motive behind using facebook. It helps to companies to maintain and enhance their brand image in the corporate world.

basically useful device in present era of web. Google is the most popular search engine in this world of internet. SEO helps organizations to improve their web performance by making their website visible to net surfers.

• To study the awareness of digital marketing tools amongst the physical fitness clubs in Pune city. • To study the usage of digital marketing tools amongst the physical fitness clubs in Pune city. • To study the effectiveness of digital marketing tools for the physical fitness clubs in Pune city.

The researcher has selected only five digital marketing tools in the present study as below; • Social Media Marketing • Search engine Optimization • Google Adwords • Google Analytics • Email Marketing

Researcher has collected the data from 25 respondents (physical fitness clubs in Pune city) with the help of non-probability convenience sampling method.

Researcher has collected the primary data with the help of well-structured questionnaire, having interaction with the physical fitness clubs in Pune city. Internet, books, magazines, and articles etc. are the various sources from where researcher has collected the secondary data.

The researcher has carried out reliability test using SPSS. The Cronbach‘s Alpha identified is 0.760, and it is more than 0.700, that‘s why the Questionnaire is measured to be reliable. The researcher has used

• Awareness about all digital marketing tools is high amongst physical fitness clubs. The awareness is higher about social media marketing tools followed by search engine optimization, email marketing, google adwords and google analytics.

followed by search engine optimization, google analytics, google adwords and email marketing. • As per the physical fitness clubs digital marketing tools are effective to improve the organizational performance. Social media marketing tools are highly effective followed by google analytics, search engine optimization, google adwords and email marketing.

Beatriz Plaza (2011), ―Google Analytics for measuring website performance‖, Tourism Management, Volume 32, Issue 3, June 2011, Pages 477-481. K. Venugopal, Saumendra Das, D. Vishnu Murthy (2012), ―Email Marketing: A paradigm shift to marketing‖, International Journal of Advanced Research in Management and Social Sciences, July 2012, Vol. 1, No. 1, ISSN: 2278-6236. Ms. Abhishika Joshi & Dr. Arvind Kalia (2017), ―Conceptual Analysis of Effectiveness of Facebook Advertisements in India and Abroad‖ Journal of Content, Community & Communication, December-2017, and ISSN: 2395-7514, Vol. 6. 4 Nisha Anupama Jayasuriya, S. M. Ferdous Azam (2017), ―The Impact of Social Media Marketing on Brand Equity‖, International Review of Management and Marketing, ISSN: 2146-4405, 7(5), pp. 178-183. Prashant Ankalkoti (2017), ―Survey on Search Engine Optimization Tools & Techniques‖, "Imperial Journal of Interdisciplinary Research (IJIR), January 2017, Vol-3, Issue-5, page 40-43.

Assistant Professor, Sinhgad Group of Institutes, Pune