Effectiveness of Digital Marketing in Promoting Software Services at Femtosoft Technologies

Abstract

In today’s competitive software service industry with a saturated market, digital marketing has become an essential means of promotion for software companies to grow their customer base and establish brand awareness. This study aims to examine how the digital marketing strategies are effective for the software services of Femtosoft Technologies, Chennai, which has more than 19 years of experience in the logistics, courier, cargo and transportation management software. The respondents were 156 and primary data were gathered using structured questionnaire. Chi-Square tests and Pearson Correlation analysis are used in the study to analyze the brand awareness, and customer base generation. The scores of all ten awareness dimensions showed significant positive correlation (r ranged from 0.509 to 0.626 at p = 0.000). The Chi-Square test shows that digital marketing plays a significant role in generating customers (χ² = 13.445, p = 0.036). In particular, 82.6% of the respondents got to know Femtosoft first through digital marketing and 81.3% said that digital marketing made them want to learn more about Femtosoft’s services. The study emphasizes the importance of SEO, social media, and content marketing in influencing customer decisions and suggests focusing on brand standardization, review management, and personalized content as strategies to enhance digital performance further.