Adoption of digital marketing techniques: A survey of marketing executives from India

This is a descriptive study to assess the adoption of digital marketing techniques using a survey questionnaire. Descriptive hypothesis was set and studied based on primary data collected from 100 senior marketing executives from Pune (India) who were surveyed from different companies on the adoption of digital marketing techniques. The responses were measured on a 5-point Likert scale for 10 sub-questions. The sample mean was compared against the hypothesized population mean of the scale mid-point of 2 and was tested for statistical significance at 95% confidence level. The study disclosed that the adoption of digital marketing techniques was statistically significant. The mean was found to be well above the hypothesized population mean (Mean = 3.13; SD = 0.79). The results of the study indicate that the adoption of digital marketing techniques is widely prevalent.