SUMMER INTERNSHIP PRESENTATION

ON

A STUDY ON DIGITAL MARKETING

PRESENTED BY:
VISHAL
BBA 5TH SEM
22079115480062
 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

ODigMa, 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. 2

Digital Marketing:-

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

3 to the users (subscribers) in order for the
message to be received.
 COMPANY PROFILE

ODigMa, 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
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is achieved.
 INDUSTRY ANALYSIS

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.

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 Review of Literature

Neelika Arora 32 has published research article entitled “Trends in Online Advertising” in

advertising Express, Dec2013.

The global online advertising revenues are expected to touch US $10bn by 2015. In India, the revenues

at present are estimated to be Rs.80 cr. and are expected to increase six times more within the next five

years. In India, Internet as a medium is accepted by a wider industrial segment that includes automobiles,

telecom, education, banking, insurance, credit cards, FMCG (Fast Moving Consumer Goods),

apparel/clothing, durables, media, business services and tourism. Out of these, it is estimated that the

banking, FMCG and insurance sectors together account for 45% of the total advertising spend. In

comparison to this, automotive, travel and retail spend 37% of the total advertising revenue and financial

service companies spend 12% only. Some of the top spenders in India are automobiles, followed by

brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation Ltd.)
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loans and Sunsilk. In addition to these the early adopters in the field of finance and IT are also increasing

their spending.
RESEARCH METHODOLOGY
Research methodology in digital marketing involves various steps to collect, analyze, and interpret data

to make informed decisions and optimize digital marketing strategies. Here's a simplified outline of the

typical methodology:

1.Define Research Objectives: Clearly outline what you want to achieve with your research. It could be

understanding customer behavior, assessing the effectiveness of a campaign, or identifying market

trends.

2.Literature Review: Start by reviewing existing literature and research on the topic. This helps you

build a foundation and identify gaps in knowledge.

3.Data Collection: Choose the data sources and methods for data collection.

Common sources include website analytics, social media insights, customer surveys, and competitor

analysis. Methods may include qualitative (interviews, focus groups) and quantitative (surveys, data

analysis) approaches.
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4. Sampling: Determine the sample size and selection criteria if applicable.

Random, stratified, or convenience sampling methods can be used based on your research goals.

5.Data Analysis: Analyze the collected data using appropriate statistical and analytical tools. This

may involve measuring KPIs, conducting regression analysis, sentiment analysis, or other relevant

techniques.

6. Data Interpretation: Interpret the results in the context of your research

objectives. Identify patterns, trends, and insights that can guide marketing decisions.

7.Competitive Analysis: Assess the digital strategies of competitors to benchmark your performance

and identify opportunities for improvement.

8.Recommendations: Based on the findings, develop actionable recommendations for your digital

marketing strategy. This could include adjustments to content, ad spend, targeting, or other elements.
 Objective of the study :
1.Increasing Brand Awareness: Digital marketing helps businesses create and

expand their online presence to make their brand known to a wider audience.

2.Driving Website Traffic: One of the key goals is to attract visitors to a company's website or online

platform, increasing the potential for conversions.

3.Generating Leads: Digital marketing strategies aim to capture contact information from potential

customers, turning them into leads for future sales efforts.

4.Boosting Sales and Revenue: Ultimately, the goal is to increase sales and revenue by converting leads into

paying customers through various online tactics.

5.Measuring and Analyzing Data: Using data analytics, digital marketers assess campaign performance to

make informed decisions and optimize strategies.

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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.

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Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to ODigMa

3. Time of campaigns for some client is more than three months.

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

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.

Sources of data
a)Primary Data.

b)Secondary Data.

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 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 better

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.
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5 It is easier to approach a company’s if you first send them an E-mailer to related

sector 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.
SUGGESTION & RECOMMENDATION

1. Content Marketing: Create high-quality, relevant content that appeals to your target audience.

This can include blog posts, videos, infographics, and more.

2. Social Media Marketing: Use social platforms like Facebook, Instagram,

Twitter, and LinkedIn to connect with your audience. Consistent posting and engagement are key.

3. Search Engine Optimization (SEO): Optimize your website and content to

rank higher in search engine results. This involves keyword research, on-page SEO, and backlink

building.

4. Email Marketing: Build and maintain an email list for direct communication

with your audience. Send newsletters, promotions, and updates to keep them engaged.

5. Pay-Per-Click (PPC) Advertising: Use platforms like Google Ads and

Facebook Ads to reach a larger audience quickly. Careful targeting and ad budget management
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are crucial.
 CONCLUSION

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.

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THANK YOU