A study on role of social media marketing in promotion of products and services
1. PRESENTATION ON PROJECT REPORT
MBA 4th SEMESTER
Under the guidance of
Dr. Sanjiv Mishra
Significance of Topic
Objective of study
Social media marketing is the use of social media platforms to connect with your audience to build your
brand, increase sales, and drive website traffic. Companies are using social media in marketing,
advertising, sales, innovation, customer service and problem resolution, information technology, human
resources and also for driving cultural change.
DIFFERENT METHODS OF SOCIAL MEDIA MARKETING
• USE SOCIAL NETWORKING WEBSITES
• VIDEO PROMOTION
• CONTENT WRITING
• E-MAIL MARKETING
• TEXT MESSAGING
4. ABOUT TOPIC
The topic “Role of Social Media Marketing in Promotion of Products And Services” is used to identify the
detailed research on Social Media Marketing technique. The topic aims at the understanding market of
Digital services and providing advertising facility over internet. The study aims at knowing what is
customer perception and how they move towards digitalization in the market. The project is all about to
understand the market and analysis the attitude of a customer.
Social media marketing refers to the process of gaining website traffic or attention through social media
sites. Market research study has been conducted in order to bring out the picture of uses of Social Media
Promotion Techniques in an area. The differences in various social media service quality that exists in the
market. What the customer’s preferences are provided by the Market research?
5. SIGNIFICANCE OF TOPIC
Helps in choosing right Social media Platform
Helps in targeting right customers
Understanding the buying behavior of customer
Direct feedback from customer
Helps in minimizing Advertising cost
Helps in introducing new product in market
Provide advertising in remote areas easily
Provide different platforms to promote products and service
6. LITERATURE REVIEW
As per the internet usage stats, as of July 2016, 40% of the world population is using the internet. (i.e) 3.42
Billion Users. The total number of users in 1995 was less than 1% of the world population.
Most of the users globally today use mobile phones for communication. As per a report 4.77 billion mobiles
phone users globally, which will increase to 5.07 billion by 2019.
Targeting the Audience:
In traditional marketing strategies, it is very difficult to advertise to the target audience with specific
demographics & details. Most of the marketing methods were aimed at mass marketing of the product
Low Cost and High ROI:
Most of the small and medium scale companies rely mostly on digital marketing strategies due to its low
cost and high return on investment
7. Customer acquisitions remain to be the prime goal of Indian marketers (59%). According to leading
marketers of India, the top three online investment channels for 2011 are Social media, Email marketing
and Search marketing. 52% of the top marketers said that it is extremely important to integrate email
marketing and social media. This is why nearly every business on the planet is exploring social media
marketing initiatives. The focus of marketers is shifting from ‗sending the message out to start engaging
Social media marketing offers equal weights for everyone. Everybody has a voice and everybody can share
their opinion. Different types of social media platforms and tool are available. You just have to use these
platforms and tools to create your promotion.
According to the report of Social Media Marketing Industry, social media marketing is a must have strategy
for promotion. Here are some important reasons to choose social media in promotion building-
• Google Adores Social Media
• Social Proof Your service
• Humanize Brand
• Converse with Your Business Sector
8. COMPANY PROFILE
InnoSewa is ITeS (Information Technology Enabled Services) based company which works for the
empowerment of Remote Services and helps you in achieving your goals by tackling your IT Stuff, when
you outsource remote IT work. You can focus on building your core areas without compromising on
customer service and support. In this way, you can utilize your own resources better. Outsourcing remote
tech support also helps you keep your investments on infrastructure at a minimum. By adopting this
strategy, you can better survive in today’s increasingly challenging marketplace.
Innosewa move to transform business to E-business has driven organization around the world begin to use
the internet to manage corporate business .This company not only deal with vast enterprises but also with
the startups and small projects with getting digitalized . Depends on E-business Innosewa provides you
various facilities regarding web services and digital marketing.
INDUSTRY IT SERVICE
HEADQUARTERS NEW DELHI
KEY PEOPLE Mr. Amit Tiwari, CEO
SERVICES DIGITAL TRANSFORMATION & AUTOMATION
NUMBER OF EMPLOYEES 30
ADDRESS D1/52 B, SANGAM VIHAR, NEW DELHI, PIN CODE- 110062
10. OBJECTIVE OF STUDY
The primary objective of digital marketing is to provide online presence to your business through website
and social media. You can spread awareness about your brand and provide support to your customer by
handling their grievance and queries, which ultimately leads to sales, customer acquisition &
The objective of this research study is to investigate online consumer behavior, which in turn provides E-
marketers with a constructional framework for fine-tuning their E- businesses’ strategies. And also
following objectives are focused:-
1. To study the importance of social media and how companies can use social media as an important
tool to reach out to their customers.
2. To study the effect of social media marketing on the buying decisions of customers.
3. Understand your target market’s point of view and activities. Think demographics, psychographics
and past purchases, as well as interests and priorities.
11. RESEARCH METHODOLOGY
Selection of Topic -:
The sole objective of choosing this topic as our research was to gain an insight into how different users use
social media marketing in promotion of products and service.
Sampling Technique use in Research -:
A research design is purely and simply the framework or plan for a study that guides the collection and
analysis of data. The Random Sampling and Quota Sampling was used in this project because the
consumer’s feedback was necessary for obtaining the data.
SAMPLE SIZE = 50
RESPONSES CONSIDERED = 48
12. Research Instrument -:
For doing the survey research, a structured questionnaire with both open-ended and closed-ended
questions was used.
Mode of Survey -:
The mode of the survey was a personal interview with the respondents during the filling up of the
questionnaires and also by circulating google forms.
Data Sources - :
• Filling up of hard copies of questionnaires.
• Secondary Data could be collected with the help of the internet, journals, newspapers,
magazines and other academic resources.
Data analysis tool - :
13. DATA INTERPRETATION
Majority of respondents i.e. approx. 96% respondents feels, that the social media affects the consumer
Majority of respondents i.e. approx. 76% respondents agree that, the investment in building brand
awareness through social media can lead to sustainable competitive advantage.
Majority of respondents i.e. approx. 93% respondents feels, that the social media helps in building
Majority of respondents i.e. approx. 80% respondents feel, that the brand awareness through social
media by the organization is preferable.
Majority of respondents i.e. approx. 65% respondents feels, that the brand awareness through social
media add value to the product, services, company.
14. Majority of respondents i.e. approx. 92% respondents feels, that the social media marketing is
necessary in today’s competitive era for the market competitors.
Majority of respondents i.e. approx. 77% respondents feels, that the social media services are easily
accessible for the organizations & customers followed by 11 % disagree respondents.
Majority of respondents i.e. approx. 86% respondents feels, that the social media influence the
relationship between the consumer and the business.
Majority of respondents i.e. approx. 84% respondents feels, that the social media helps in targeting the
audience for the enterprise.
Majority of respondents i.e. approx. 76 % respondents feels, that the social media helps in successful
startups followed by approx. 15 % respondents have no idea.
Majority of respondents i.e. approx. 81 % respondents feels, that the social media is viewed as an
effective digital marketing tactics for customer retention purposes followed by neutral respondents.
The number of worldwide social media users is expected to reach 2.5 billion by 2021.
However, consumers say that social media plays almost as big a role in purchasing decisions as does
Online adults aged 18-34 are most likely follow a brand via social networking (95%).
Sixty-four percent of sales professionals reported closing at least one deal in 2018 as a direct result of
using social media.
More than half (52 percent) of marketers say Facebook is “the most important social network they use to
grow and market their business.” LinkedIn came in second place with 21 percent, followed by Twitter,
YouTube and Google Plus.
16. Almost all (96 percent) of small business owners/marketers use social media marketing, and 92 percent of
those agree or strongly agree with the phrase, “Social media marketing is important for my business.” The
top three goals for SMB social media marketing programs are brand awareness (74 percent), website
traffic (53 percent), and lead generation (41 percent).
Sixty-one percent of startups use social media for marketing.
Forty-three percent of digital marketers say social media is one of their most effective tactics, but 49
percent call it one of the most difficult.
Social media is viewed as the second-most effective digital marketing tactic for customer retention
purposes, behind only email.
One-third (33 percent) of millennial identify social media as one of their preferred channels for
communicating with businesses. Less than 5 percent of those 55 and older agree
17. Social media is being called the revolution of our century and since a social presence is considered a must-have thing.
The goal of social marketing is to deepen the existing relationship that companies have established with customers and
to treat each relationship uniquely by delivering relevant content. Ads on Facebook are simply how brands engage
people to discover them, experience them and then share them with the world.
Now, Marketing through social networks is not as much about selling your product & services, as it is about engaging
your followers. “A lot of companies have started Facebook fan pages and Twitter tweets to attract the users and let them
aware with their brands” and at the same time push them to make purchase of their brands. The companies that are most
successful at converting followers into dollars are those who interact most with the users and frequently post content
related to their brand.
Small and Big corporate players are now shifting towards Social Media marketing to market their products or services
as it`s one of the cheapest media and at the same time have global presence. Along with the global presence, it brings
users/customers one step closer to the particular brands & services and allow them to interact with these as much as
possible. Companies now have realized the level of exposure their brand or services will get through Social Media
Marketing and the ROI which they generate on being exposed through social media.
18. Disseminating the questions and analyzing the responses required substantial time to understand
the market trends. Similarly, use of questionnaires did not express the true changes of consumer
characteristics such as changes of emotions, behaviors or feelings. This implies that the responses
do not show the valid reactions of respondents. It is not easy to tell how truthful the clients are
when giving their suggestions.
It was also noticed that some respondents did not submit their questionnaires after answering the
questions. This is because some people were not willing to offer their opinions or fill in the
questionnaires. Sometimes they thought that the questions were too standardized and did not
allow them to offer their suggestions.
19. Business Dictionary Online-http://www.businessdictionary.com/definition/brand-awareness.html
Social Media Examiner
Keller, Kevin (1993). "Conceptualizing, measuring, and managing customer-based brand equity". The
Journal of Marketing. 1 (22).
Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, N.Y. The Free
23.77 MN DTH subscribers by June 2010: TRAI Business Standard
Source: KPMG – FICCI Report 2016 and 2017, Economic Times
Unattributed. ""Research" in 'Dictionary' tab". Merriam Webster (m-w.com). Encyclopædia Britannica.
Retrieved 13 August 2011.