Digital Marketing

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CONTENTS

S.No Title Page No


1. Executive summary 5
2. Introduction 6-10
3. Research Methodology 11
4. Company profile 12-16
5. Industry Analysis 17-21
6. Literature review 22-25
7. Digital marketing 26-27
8. Digital marketing channels 27-57
9. AIDMA and AISAS in digital Era 58-60
10 Digital marketing impact on revenue generation 61

Digital agencies 61-63

Digital agencies fee structures 63-64


11. Research problems 65
12. Findings 66-82
13. Learnings 83
14. conclusion 84

Introduction

Company profile

Deportment or work

Learnings or work dairy

conclusion

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EXECUTIVE SUMMARY

Project title: -


A study on digital marketing and its impact on revenue generation with reference to
COMPANY NAME.”

Digital marketing is marketing that makes use of electronic devices (computers) such
as personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks.

COMPANY NAME has emerged as one of the best online media companies in the
Indian marketplace. The company offers a plethora of services in all online media platforms.
The offerings include marketing and consulting on Facebook, Twitter, LinkedIn, slideshare,
YouTube, and Google. Though the company was started only two years ago, it is way ahead
of most of competitors through its relentless pursuit of perfection and enormous amount of
creativity which they put in their work. The firm worked with multiple brands on social
media and currently have 4 out of Top 30 brands in Facebook India.

The project was in the marketing department of COMPANY NAME . The project
was “A study on digital marketing and its impact on revenue generation with reference to
COMPANY NAME ”. This report will help to get an idea about digital marketing and how
the digital marketing has impact on revenue generation for digital marketing companies and
with reference to COMPANY NAME . Through this study we will see how online media
companies emerging how they are generating revenue and how they are growing
economically and revenue generation models of online media companies particularly

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reference to COMPANY NAME .Main findings of this internship are given here. Indian
customers are highly information seekers. They collect more information about a product
before buying it. Internet penetration in India is key player for this phenomenon. Most of
Indians are getting stimulus through advertisements, but they are not reaching to end phase of
customers purchase journey, mainly in high involvement purchases. Brands are getting more
touch point to reach their target group in this digital era. More details about findings are
given this report.

1. INTRODUCTION

To begin with, as a part of the curriculum a summer internship programme was to be


conducted for a period of two months. Given a choice one was allowed to choose the field in
which he/she was interested. As my interest and curiosity was in online or digital marketing I
choose to work with a start-up company named COMPANY NAME , I choose the start-up
company because with start I can explore myself and why digital marketing? Because it is
booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media) Marketing practices have dramatically
shifted with the rise of social media and proliferation of devices, platforms, and applications.
Your prospective and current customers are trying to communicate with you, and you can
listen and respond faster, and with more personalization than ever before. This shifting
environment presents new opportunities and challenges for marketers. With digital
marketing, it's easy to fall behind. Digital marketing equips you with the tools you need to
assess your organization’s social media and digital marketing strategy and helps you identify
areas of improvement. Useful for individuals from small- to medium-sized businesses who
want to use new media as a vehicle for growth. Organizations are leveraging digital
marketing methods for successful marketing strategy implementation inbound marketing
through publishing content online in the form of portals, podcasts, e-journals, online
campaigns, social media marketing, search services; and outbound marketing including email
marketing, RSS (Really Simple Syndication) feeds and others. A recent survey of 3300
business executives from various industries indicates that on an average, 34% of a company’s
leads come from inbound marketing verses 22% through1 outbound marketing .

1.1 Digital Marketing:-

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Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model.

Digital Marketing can be classified into Pull and Push marketing.

Pull

Pull digital marketing technologies involve the user having to seek out and directly grab (or
pull) the content via web searches. Web site/blogs and streaming media (audio and video)
are good examples of this. In each of these examples, users have a specific link (URL) to
view the content.

Push

Push digital marketing technologies involve both the marketer (creator of the message) as
well as the recipients (the user). Email, SMS,RSS are examples of push digital marketing.
In each of these examples, the marketer has to send (push) the messages to the users
(subscribers) in order for the message to be received.

1.1.2 Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs
to final implementation and testing – all are done using latest web designing techniques
and skills. Our services have the advantage of offering clarity in its design style, which is
backed up with an easy and free flowing content and latest technical know-how. Not only
we provide affordable web site design and ecommerce web development services but also
search engine friendly designs. Our Service Includes

 Website Design

 Website Redesign
 Shopping Cart Web Design
 Detailed and Advanced Page Layout

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 Custom Logo Design
 Banner Ads

 Custom Graphics Design using advanced design tools.

1.2 Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage customers in


a more personalized way. Digital marketing trends that organizations are rapidly embracing
include

1.2.1 Mobility:

Business Insider's recent report indicates that globally, one in every five people owns a smart
phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones
in last four years. Therefore an increased user base accessing the internet via smartphones has
prompted many companies to optimize their online content for mobile devices.

1.2.2 Social media:

Organizations are focusing on engaging with customers through social media to offer real-
time interactions. Social media helps organizations reach out to a vast pool of potential
customers by supplying them with medical and campaign-related information.

1.2.3 Social-Local-Mobile marketing:

The growing popularity of smart mobile devices, increasing location based social activities
like experience sharing, review reading via social media and the evolution of Global
Positioning System (GPS) are helping companies leverage Social-Local-Mobile marketing
activities.

1.2.4 Personalized Content marketing:

Customer engagement, acquisition and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital channels.

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Email is one of the most preferred marketing channel to broadcast targeted organization
messages and campaigns to existing and prospective customers.

1.2.5 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer behavioural


data. Advanced actionable analytics can help organizations define targeted marketing
strategies.

Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are
focusing on SEO efforts and paid search advertising for enhancing the visibility of their
products and services.

One more trend that has been observed recently is the continually mounting costs of pay-per-
click (PPC) that has resulted in the increased disappointment with this form of search engine
Advertising. According to experts, the reason behind such high costs is the huge investments
made by large business concerns. Consequently, online business owners have now turned to
the organic search results delivered through search engine optimization to enjoy so many
advantages. There is currently more emphasis given to user-generated content, improved
conversion rates, location- or language specific campaigns, and E-mail newsletters.

The future of online Advertising is going to be more interactive with elevated bandwidth and
computing speed. Viewing and transmitting videos will be a cakewalk for web surfers. There
is also every possibility of witnessing browser-specific results in the coming days. Social
media will consolidate their dominance further. They will not only make more revenues, but
will grab the attention of more and more users as well. As far as search engine optimization is
concerned, the search engine algorithms and link determination factors will be complicated.

Further, thereby giving a hard time to online Advertising companies. Websites will be a lot
slimmer to enhance user browsing experience. Last but not least, video search will grow in
prominence with the potentiality to dictate the terms in the world of Internet advertising.

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TITLE:

A Study on digital marketing and its impact on revenue generation, with


reference to COMPANY NAME

1.3 NEED OF THE STUDY:

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Advertising is normally done by a third party known as advertising agency. An advertising
agency is a service based business dedicated to creating, planning, and handling advertising
for its clients. An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also handle
overall marketing and sales promotions for its clients. Types of ad agencies are

 Full service agencies

 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness
and generate leads for their products but now the trend has changed and Digital media has
taken its place. Main reason for this change was

 Traditional methods are expensive. Compared to digital marketing channels, you


could end up spending lakhs of rupees more.

 Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).

 Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is
being viewed, how often, how long, as well as other statistics such as sales
conversions.

The digital landscape is moving at a lightning fast pace. Every industry has been affected by the
advances in digital. Digital marketing is an essential part of this for companies who want to
utilise the power of the internet in order to boost business . The tremendous scope of Internet
Marketing in India, we have to understand that marketing through the internet can be an
entirely different ball game. In fact it is a potent combination of technology and
marketing acumen.

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Digital Marketing like traditional form of marketing is a highly result driven and set
objective practice. One can’t begin a digital marketing campaign without setting the
campaign objectives. A digital marketer understands the needs of the clients and
visualizes their needs to deliver what they want.

Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the
statistics:

77% of people interact with brands on Facebook by looking at posts

17% share news and experiences with others about the brand

13% post updates about brands they have connected with

56% said they would recommend a brand after becoming a fan on Facebook

34% of digital marketers have generated leads from Twitter

so as a marketing management student it's very essential to research on such an important


marketing tool and study on its impact on revenue generation will help you to know about
how marketing agencies performing .

1.3.1 Scope of the project:

1) To understand the digital marketing models.

2) To understand marketing effectiveness.


3) To understand how digital marketing campaign's takes place.
4) To understand how digital marketing agencies works and generating revenue.
5) To understand how digital marketing has impact on revenue generation.

1.3.2 Limitations of this project:

1. The time span for the project is limited.


2. This revenue generation model completely with reference to COMPANY NAME
3. Time of campaigns for some client is more than three months.

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4. Advertising expenditure of some companies is confidential so it can’t be revealed

2. RESEARCH METHODOLOGY

The research design and methodology is presented as follows

2.1 Data collection:

 The task of data collection begins after a research problem has been defined and
research design has been chalked out.

 While deciding about the method of data collection to be used for the study, the
research should keep in mind two types of data viz. Primary and Secondary.

2.2 Sources of data

a) Primary Data.

b) Secondary Data.

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2.2.1 Primary data:

The observation method is the most commonly used method. Data pertaining to digital
marketing process and most of information is collected from project guide in the company.
Questionnaire method is also very widely used in order to give a structure to the entire study.

2.2.2 Secondary data:

Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies. To meet the objectives, the study used qualitative research. The descriptive
study was done through review of existing literature that helped in validation and extraction
of the important variables and factors. Data was collected from secondary sources. Secondary
sources were magazines, websites, books, office executives, and company data.

3. COMPANY PROFILE

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COMPANY NAME , a digital marketing firm with a performance-based pricing strategy, is
Gearing up to serve clients in over 150 cities in India, in addition to setting up shop in
Singapore and the Middle East by the end of next fiscal.

MISSION:

Customer Satisfaction is our primary objective and we strive for Excellence in it. End user
Contact and Immediate Problem Resolution is our Strength.

VISION

Our vision is to set the high standards for Digital marketing & Technology around the world,
across all industries through hard work, innovation and creativity until the preferred outcome
is achieved.

WHAT THEY DO

COMPANY NAME ’s services entail Facebook brand building suite, Twitter strategy
planning and implementation, social media platform connect, strategy on social media
applications and SEO and Google AdWords PPC. Its clientele spans across sectors and
includes companies such as Myntra, Infibeam, Indus League, HI design, MakeMyTrip and
Toyota, to name a few. While 75 per cent of its cli

0ents are acquired through referrals and online marketing.

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Digital Marketing and Customer Acquisition

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO),
we ensure that you reach your objectives in the best possible way.

Plan companies social media campaigns to reach your exact target market with the right
communication message.

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Understanding brand message and creating interactive videos to showcase your brand
presence is our speciality.

Creating custom mailer designs and execute them to drive your inbound marketing strategy.

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.

Omni Channel Strategy and Business Solutions:

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Designing and developing, visually appealing and functional websites which are accessible to
your audience across multiple platforms. We ensure that whatever we deliver has the highest
quality of experience.

Creating integrated campaigns to create brand presence and recall in the mind of your
audience.

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We help understand the key pain areas of your CRM process and ensure the elimination of
negative impression of your brand across the web.

Mobile App Development:

Specially designed enterprise and retail apps to ensure that your buyers can easily find and
purchase products, leveraging technology in your favour to increase your revenues.

Our visualizers think out of the box every day, thus helping you to leverage on existing
content through innovative concepts to gain revenue.

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Apps specifically conceptualized and designed to meet your business objectives. Our team of
highly skilled visualizers, designers and developers, ensure that your users will experience
only the best.

Digital Media Distribution and Solutions:

Brand campaigns using a mix of media and marketing. We partner with some of the largest
music labels globally.

Distribution of music, videos & other digital content across devices. Our platform and
analytics power some of the largest labels globally.

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Want to launch a story telling campaign built around music/videos/films celebrities.

3.1 MAJOR CLIENTS OF THE COMPANY:

4. INDUSTRY ANALYSIS

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The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As
the M&E industry widens its reach, it plays a critical role in creating awareness on issues
affecting, channelling the energy of and building aspirations among India’s millions. As it
entertains and informs the country, the M&E industry has been a catalyst for the growth of
large parts of the Indian economy. M&E industry consist of TV, Print, Films, Radio, Music,
OOH, Animation and VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and
entertainment (M&E) industry has grown by 11.8 per cent in 2013 while comparing with
2012 and touched Rs 918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a
CAGR of 14.2 per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with
18.1 per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each,
followed by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films
(11.9 per cent) and OOH with 9.2 per cent expected CAGR.

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According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405
million) , up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total
media advertising expenditure in 2013, up from 5.5% share in 2012.

The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore
($546 million) in 2014, registering a 35% growth year on year. This will represent around
7.9% of the total media advertising expenditure in 2014, which is estimated at Rs 43,065.4
crore. The company notes this will be driven by election spending by the government and
political parties across all media. GroupM made the prediction in the latest edition of its
annual report This Year, Next Year. Digital media were projected to increase 35%, with TV
slowing to 12% from last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013.

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Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.

It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. This shift towards the digital media is important for digital
media strategists to consider, in order balancing their marketing budgets between online
media and traditional TV strategy.

IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market
among various ad types like search ads, display ads, mobile ads, social media ads, email ads
and video ads. By seeing this breakup we can understand marketer are giving importance to
all venues to place ads.

Some of the key players in the Digital advertising are Ogilvy & Mather, Web chutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media
Group, Digital Law & Kenneth, Pinstrom.

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4.1 Business Model of Industry:

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform

4.1.1 About Process

Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal.
Otherwise agency can directly approach to ad networks and give orders. These ad networks
buy the inventories from publisher and give to agency. From publisher view he can sell
inventories through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy those
inventories. Bidding will not only for space but also for T.G which required for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technology-
driven as opposed to the historical approach of negotiating price on media inventory.

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A demand-side platform (DSP) is a system that allows buyers of digital advertising
inventory to manage multiple ad exchange and data exchange accounts through one interface.
Real-time bidding for displaying online ads takes place within the ad exchanges, and by
utilizing a DSP, marketers can manage their bids for

The banners and the pricing for the data that they are layering on to target their audiences. A
supply-side platform or sell-side platform (SSP) is a technology platform, web publishers
of the world use a supply-side platform to automate and optimize the selling of their online
media space.

4.2 Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first
time.

1) Threats of New Entry


 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge
amount in backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually
look the past experience of agency.
 Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers
 Lot of suppliers are there, but some suppliers who have high reach and affinity
will charge high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are very high.
 Seasonal campaigns put pressure on supply side to charge high.

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 Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with
agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Clients like MNC’s have high power over agencies, but SME’s will satisfy with
performance of agencies.
 Backward integration by buyers is not possible.
4) Threats of substitutes
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.

 Main competitor for Digital advertising is TVC, but trends are now changing
FICCI-KPMG report of 2014 showing growth of digital is very high while com-
paring with others media.
 But media consumption through radio is increasing now.
5) Rivalry by existing competitors
 At present competitors are low, but it can be increase in future. Because lot new
players are coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good remunerations
to employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.

Conclusion of Porter’s Five Force Analysis

 Low threats for new entry.


 High bargaining power of suppliers.

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 Bargaining power of buyer is medium, but in coming year there is chance for in-
crease. Due to lot of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.
 Rivalry by existing competitors is high, but possible to break it by doing some unique
campaign for client.
 Indian market is a potential market for digital advertising due to high internet and mo-
bile penetration.

analytics are two ladders of magnificent success.

6. DIGITAL MARKETING

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Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a


collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly important for small- and medium-size
businesses and start-ups), accurate targeting and excellent reporting.

6.1 Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in
digital marketing also pull and push are types.

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In push digital marketing the marketer sends a message without the recipient actively seeking
the content, such as display advertising on websites and news blogs. Email, text messaging
and web feeds with customized

Contents can also be classed as push digital marketing when the recipient has not actively
sought the marketing message. Push marketing allows you to target your demographics and
use your marketing dollars to promote your product to the people you know are interested in
what you have to sell. A push marketing campaign can be more expensive when it comes to
upfront costs, so you really need to be sure that your marketing is going to reach the right
people at the right time. Behaviour targeting is good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics and
other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be
less expensive to get started, you will incur costs in other ways. For example, if you are
running a social media campaign, you will need to hire someone to manage your social media
and respond to people who leave comments or ask questions. Social media gets people
talking and that has a major impact on sales. Pull marketing also requires a greater investment
in time, but it gives you more ability to entertain your customers and educate them about your
company. But don't get confused by seeing Email in push and pull, there is a difference. If
marketer is sending emails with customized content or banners to specific group of customers
is push digital marketing. If marketer is sending emails with the same content or banner to all
customers is pull digital marketing.

6.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target

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different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines. Promoting a site to increase
the number of back links, or inbound links, social book marking, directory submission is the
SEO tactic.

SEO OR
ORGANIC

1.1 Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a
process of submitting your Website URL to theme related Directory like if your site is

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Health Related you should Submit your site URL to Health related directories sites for getting
Back link from them.

Types of Directories:–There are basically three types of Directories Submissions

1. Paid or Featured Web Listing: – In this type of Directories Submission the owner of
Directories Site Will Charge for Submission and your link will approved hand to hand or
within 24 hours you will get fast back links from this type of submission. Some sites offer
this package for yearly or lifetime.

2. Free or Regular Web Listing: – It is free for Directory Submission no one charge for free
or regular submission but there is no guarantee for getting approved your link by
Administrator and it will take lots of time.

3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit to your site
when you activate Directory Link then Directory administrator will approve your link.

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Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many software and tools
are used to submit directories it will save time and with the help of automated huge amount
of submission done in short time.
2. Manually Directory Submission: – It is done by manually and it will take lots of time to
do directory submissions.

Process of Directories Submissions

1. Open a Directory Site


2. Click on Submit Link
3. Choose your link type like Reciprocal Link Free, Regular Link Free and Featured
Lifetime Link.
4. Fill your Site Title
5. Fill your Website URL
6. Fill Owner Name
7. Fill Owner E-mail id
8. Fill if you Choose Reciprocal Link
9. Fill Website Description
10. Choose Category related to your Site
11. Then Click on Submit Link

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Then Confirmation Message will Display for your Submission and you will received a
confirmation mail you must confirm it by clicking that link some sties send confirmation mail
some doesn’t send it.

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1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others to see
because they find it interesting, valuable or cool. In a way, social bookmarks are just like the
bookmarks you already have on your private computer. The difference between the two is
that social bookmarks are saved to the web where they can be easily shared while private
bookmarks are saved to your own browser. The idea behind social bookmarking is simple:
post links on popular social bookmarking websites to increase your own traffic and gain an
ongoing stream of new readers and customers. Content that are openly shared with other
Internet users literally have unlimited growth potential. For example, one link can quickly
multiply and reach thousands of desktops across the world if one user passes it on to others,
and those users in turn do the same, and so on. Online marketing has gravitated away from
true-and-tried ad and affiliate marketing toward the rapidly growing world of global social
networking. Social bookmarking is a great traffic-boosting search engine optimization (SEO)
strategy because it’s easy, effective and trendy.

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2. SEM (Search Engine Marketing):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which adjusts
or rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.

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SEM/PAID ADS

SEM/PAID ADS

There are four categories of methods and metrics used to optimize websites through search
engine marketing.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in
the search engines, finding the most relevant and popular keywords for the site and its
products, and using those keywords on the site in a way that will generate and convert traffic.
A follow-on effect of keyword analysis and research is the search perception impact. Search
perception impact describes the identified impact of a brand's search results on consumer
perception, including title and Meta tags, site indexing, and keyword focus. As online
searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search
engines, can be analyzed through the number of pages of the site that are indexed on search
engines (saturation) and how many backlinks the site has (popularity). It requires pages to
contain keywords people are looking for and ensure that they rank high enough in search

engine rankings. Most search engines include some form of link

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Popularity in their ranking algorithms. The following are major tools measuring various
aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and
Market leap’s Link Popularity and Search Engine Saturation.

3. Back end tools, including Web analytic tools and HTML validators, provide data on a
website and its visitors and allow the success of a website to be measured. They range from
simple traffic counters to tools that work with log files and to more sophisticated tools that
are based on page tagging (putting JavaScript or an image on a page to track actions). These
tools can deliver conversion-related information. There are three major tools used by
EBSCO: (a) log file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool:
WebSideStory's Hitbox; and (c) transaction-based tool: Tealeaf RealiTea. Validators check
the invisible parts of websites, highlighting potential problems and many usability issues and
ensuring websites meet W3C code standards. Try to use more than one HTML validator or
spider simulator because each one tests, highlights, and reports on slightly different aspects of
your website.

4. Whois tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.

2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when
the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target
market. Content sites commonly charge a fixed price per click rather than use a bidding
system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites
or search engine results with related content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site,
PPC implements the so-called affiliate model, which provides purchase opportunities
wherever people may be surfing. It does this by offering financial incentives (in the form of a
percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-
through to the merchant. It is a pay-for-performance model: If an affiliate does not generate

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sales, it represents no cost to the merchant. Variations include banner exchange, pay-per-
click, and revenue sharing programs.

Websites that utilize PPC ads will display an advertisement when a keyword query matches
an advertiser's keyword list, or when a content site displays relevant content. Such
advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or
beneath organic results on search engine results pages, or anywhere a web developer chooses
on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and others
have implemented automated systems to guard against abusive clicks by competitors or
corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated
by an advertisement. The basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This
value is based on the type of individual the advertiser is expecting to receive as a visitor to his
or her website, and what the advertiser can gain from that visit, usually revenue, both in the
short term as well as in the long term. As with other forms of advertising targeting is key, and
factors that often play into PPC campaigns include the target's interest (often defined by a
search term they have entered into a search engine, or the content of a page that they are
browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time
that they are browsing.

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2.1.1 Flat-rate PPC

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click. In many cases the publisher has a rate card that lists the pay-per-click
(PPC) within different areas of their website or network. These various amounts are often
related to the content on pages, with content that generally attracts more valuable visitors
having a higher PPC than content that attracts less valuable visitors. However, in many cases
advertisers can negotiate lower rates, especially when committing to a long-term or high-
value contract. The flat-rate model is particularly common to comparison shopping engines,
which typically publish rate cards. However, these rates are sometimes minimal, and
advertisers can pay more for greater visibility. These sites are usually neatly
compartmentalized into product or service categories, allowing a high degree of targeting by
advertisers. In many cases, the entire core content of these sites is paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar
advertisers in a private auction. Each of the bidding advertisers lets the publisher know the
maximum amount they are willing to pay for a given ad spot or keyword. The winning
advertisers then pay for each click on their advertisement, based on the amount they bid. The
common practice amongst bid-based PPC websites such as Google Ad Words, is to charge a
small amount more than the next highest bidder.As you can see, Pay per Click can be a
massively effective means of directing targeted traffic to your website, and is relatively
inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive
clicks by corrupt web developers or competitors out to cost you additional money. If used
properly, you can find new customers with ease using Pay per Click. It might also be
beneficial to find a reputable pay per click company to assist you with your campaigns.

3. SMM (Social Media Marketing):

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Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.

3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.

3.2 Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform and
you should be too. In fact, people are 51% more likely to make a purchase after "liking" a
brand on Facebook. Face book marketing requires a good intellects and unique thinking to
make the campaign effective.

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In face book marketing in fact in visual /web marketing your content speaks a loud that is
why make sure your content should be relevant to your audience and business.

Pros:

Facebook is a low-cost marketing strategy

Marketing activities that would cost thousands of dollars through other channels can be used
on Facebook for a fraction of the cost. This makes it ideal for small to medium businesses
with a limited marketing budget. Larger businesses can also trial marketing concepts and
themes through Facebook before committing to bigger campaigns.

Share basic information about your business

Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about
your staff, history, or any other aspect of your business that is likely to attract other
Facebook users and create interest in what you do.

Share pictures and videos from your business

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As well as allowing you to post text, Facebook lets you upload pictures and videos from
your business. This can be a powerful way to communicate with customers and potential
customers, allowing them to see your product or service without having to visit your
premises.

Facebook also allows users to 'tag' photos to indicate if a Facebook friend appears in
them. This function can be used to promote your business. For example, a tour operator
could post a photo on their page of a group going white-water rafting, then invite each
participant to tag their image in the photo. Each tagged image will show up as an update
on the participant's Facebook account, where their friends will see it too. This increases
the level of interest in the picture, and your business.

If you do decide to use tagging, be careful. It can be a privacy issue, and some Facebook
users are sensitive about being tagged in photographs. For this reason, it is better to ask
participants to do the tagging, rather than doing it on their behalf. Talk to existing and
potential customers

You can use Facebook to 'talk' to existing and potential customers by posting and receiving
messages. But don't use Facebook to aggressively promote your products or services. You'll
have much greater success if you share information related to your business that is actually
useful or interesting to other users. This increases your credibility and promotes your
business by building long-term relationships with other users. For example, a veterinarian
could post tips for looking after pets, timing them according to when particular health issues
arise (e.g. ticks in summer).

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You should also listen as much as you talk. Paying attention to what the market thinks about
your business, your industry, a product or a marketing campaign can provide valuable
insights.

Provide customer support

Customers can post after-sales questions on your Facebook wall, and your staff can answer
them there. This is often more efficient than staff answering phone calls, and allows other
customers to read common questions and answers without having to approach you
individually.

Raise brand awareness and promote positive word-of-mouth

You can increase your business's profile on Facebook by encouraging existing and potential
customers to click the 'Like' button on your Facebook page. Once they like your page, your
customers will receive your updates on their wall, where their friends will also see them. This
helps to build awareness of your business, and to associate your friends with your brand.
Customers can also post positive messages about your products or services, shared on their
walls for all their friends to see.

Facebook can steer traffic to your website

You can include a link to your website on your Facebook page. Indeed, many businesses
report that the greatest benefit of Facebook is the extra traffic that it steers to their site.
Visitors who come to the website can be exposed to stronger marketing messages and, often,
the option of buying goods and services. Customers who come to your website from
Facebook are likely to be more receptive than the average visitor, because they already know
something about your business and were motivated to click the website link.

Targeted advertising

Facebook can analyse all the information that millions of users enter into their profiles.
As the owner of a business page, you can pay to use this information to deliver targeted
advertising to a specific group. For example, an outdoor store could use Facebook to
calculate how many men over a certain age in a certain city have listed 'fishing' as an
interest. Then they could develop an ad for new fishing lures, and pay for it to appear

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only on the pages of those people. (Ads appear on the right-hand side pages in
Facebook.)

Offer deals through Facebook Places

Facebook Places allows users to 'check in' on mobile devices at a particular place, so that
their friends can see their location on Facebook. Facebook Places also identifies popular
places close to where a user checks in. Businesses can use Facebook Places so that when a
user checks in to a neighbourhood, street or business, they receive a list of nearby businesses
offering deals (e.g. discounts, freebies, loyalty rewards). Businesses that have a Facebook
page are automatically included in the Facebook Places directory.

9. RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.


 Understanding why it is so weak.

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 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.

Managerial Aspect of the problem:

 To define SWOT for the client.


 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.

Business Aspect of the problem:

 To find better business opportunity for ROW.


 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

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10. FINDINGS

1. Most of the real sector people actually understanding the value and opportunities of
digital marketing.
2. With the study of digital marketing I came to its emergence and extreme growth in
today’s scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are bet-
ter than others.
4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will
think about other channels which mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sec-
tor and then call them in fact sometimes the company itself call having seen the E-
mailer.
6. Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
7. Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
8. Indian consumers have high tendency to go for online purchase. They have high affin-
ity to go online for electronic products and apparels.
9. One of the current trends in Indian youth and young Indians are watching the T.V pro-
grams via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.

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10. The same thing is happening for the newspaper also, people have more affinity to-
wards online news portals. Here's the reason may be they can get news updates very
early; they don’t need to wait for daily newspapers.

11. LEARNINGS

 Get to know about challenges and opportunities for digital marketing in India.
 Gain basic understanding of SEO, SEM, SMM, ORM, etc.
 Fulfilling each and every requirement of client is very important regardless of whether
that requirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of marketing management
curriculum.

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 Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a
leader.
 Healthy Competition forced to do better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best out of all.
 Time management is the big management lesson I have learnt as make individual more
divert to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.

 Every day same task, but the situations are different


It’s not only from my experience, but also from my observation. All colleagues are doing
the same type of work, but the situation is different. Sometime they have problem with a
client, but on the next day they problems with vendors or with creative team. While com-
ing to me, my first month was more concentrated with pitch presentation. Industry or cli-
ents are different or requirements of the client are different, but contents or the flow of
pitch presentations are same.
 Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do
some task. In those situations I observed my colleagues to know how they are doing it
and I understood the importance of observation.
 Work life balancing
This is the most important learning for me. This internship thought me how to balance
your personal responsibility and professional responsibility together and how to enjoy life
even after getting a job. Working in an agency is not an easy task, the person wants to
face a lot of stress and challenges. I am the only person in my office leaving early, while
comparing with others. Because my colleagues have lots of work, sometime they will
leave by late night only. But they are really enjoying all the moments in their life. They
don’t have any difference between professional life and personal life.

12. CONCLUSION

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The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital
platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they making


money through digital advertising raising of digital marketing consciousness making money
for digital agencies by which they are booming and making more money with small
investments.

I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.

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