THE NEED FOR INCORPORATING PILOT STUDY FOR ENHANCEMENT OF FEASIBILITY IN DIGITAL MARKETING

Digital marketing which is also known as online marketing is a marketing strategy that targets customers
through various internet platforms. Like any other marketing tool, digital marketing too requires adequate
planning of financial investments needed and the expected response from customers. Thus keeping in mind
the foresight of extensive profits, research is necessary to ensure a better launch of digital marketing for
which pilot study can be a great rescue. Pilot study is one of the most essential elements of an effective
study design. A pilot study which is also known as the Preliminary study or Feasibility study is a kind of
tiny version of a full fledged research study as it is performed as a pre-test before the actual research is
conducted to ensure reliability and quench the doubts arising in the research process. Pilot studies can be
included in diversity, that is, for data that may be in the nature of qualitative or quantitative or both, namely,
mixed methods of research. There is always a possibility that our research involved with the start ups or
innovations may not work as per we plan, thus to reduce the risk of the unforeseen events and outcomes,
one can make use of the pilot study to minimize or avoid the disasters or expenditures that may arise in the
course of conducting such research before we undertake digital marketing. It is believed that a successful
pilot study may not assure direct success of projects, but it certainly does aid us to acquire and follow
corrective measures and techniques that are needed to perform it successfully.