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A Project Report
On
“A Study of digital marketing and social media platforms”
for
"TechNex Technologies Pvt. Ltd."
By
"Chaudhari Pradeep Bhausaheb"
Under the guidance of
"Prof. Mahesh Gadekar"
Submitted to
"Savitribai Phule Pune University"
In partial fulfillment of the requirement for the award of the degree of
Master of Business Administration (MBA)
2016
Through
BRACT’s
Vishwakarma Institute of Management
Pune- 411048

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Declaration:
I, Pradeep B. Chaudhari of Vishwakarma Institute of Management, Pune, of MBA [II]
hereby declare that I have completed my project, titled ‘A Study of digital marketing and
social media platform’. The information submitted herein is true and original to the best of
my knowledge.
Date: Signature of Student
Place:

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Acknowledgement
It is indeed of great moment of pleasure to express my senses of per found gratitude to
all the people who have been instrumental in making my training a rich experience. I got an
opportunity to get a project in Technex Technologies Pvt. Ltd. limited. I express my
gratitude to Mr. Raghav Gaopande (VP Sales), my company guide and my faculty guide
Prof. Mahesh Gadekar for giving me an opportunity to work and make the best out of my
internship.
I thank for their full support to me and constantly guided and supported me
throughout the training period. My gratitude also goes out to the staff and employees at
Technex Technologies Pvt. Ltd. limited for having co-operated with me and guided me
throughout the training period. I thank my college, VISHWAKARMA INSTITUTE OF
MANAGEMENT, PUNE for having given me this opportunity to put to practice, the
theoretical knowledge that I imparted from the program.

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LIST OF TABLES
Sr. No Name of Tables Page No.
1 Number of Indian user on Social Networking Platform 28
2 Task Created for Social Media Brand Promotion 49
3 Task Created for Facebook Promotion 49
4 Task Created for YouTube Promotion 50
5 Task Created for LinkedIn Promotion 52
6 Task Created for Google+ Promotion 52
7 Task Created for tweeter Promotion 53
8 Task Created for Pinterest Promotion 53
9 Resource Cost Estimation Table
10 Revenue Generation Table

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LIST OF FIGURES
Sr. No. Name of Figures Page No.
1 Digital Ecosystem 13
2 AIDMA as AISAS in Digital Era 16
3 AIDMA as AISAS in Digital Era 2nd Version 17
4 Branding in digital era 21
5 Industry Size and Projection 24
6 Breakup of Digital ad Market 25
7 Gender Wise Internet users 26
8 Mobile Internet Users 27
9 Business Model of Industry 29

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Index
Chapter Contents Page No
Executive Summary 7
1 Introduction 8
2 Literature Review 12
3 Industry / Company Profile 23
4 Research Methodology 38
5 Data Analysis and Interpretation 41
6 Findings and Learning’s 55
7 Conclusion 59
8 Recommendation and Suggestions 60
9 Annexure/s 61

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Executive Summary:
I am Pradeep Chaudhari of VIM, Pune a MBA student. I have done my internship at Technex
Technologies Pvt. Ltd. I got the opportunity to work with the marketing and sales team of the
organisation.
Title of the Internship Report is “A Study of digital marketing and social media marketing
channel” and Objectives of the Internship are to understand the requirement of clients,
formulating strategies for clients, executing those strategies to achieve their brand marketing
targets
Finding the increasing importance in the field of the digital marketing is one of the objective
of the project. Social media tools and the strategies are also studied in the project
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.
The successful completion of this internship indicates that the future of marketing is in the
hands of digital. I conclude my research by quoting again that “Brands can’t sustain without
digital presence”

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Chapter 1: Introduction

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Introduction
Digital marketing is an umbrella term for the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones, display advertising,
and any other digital medium.
The way in which digital marketing has developed since the 1990s and 2000s has changed
the way brands and businesses utilize technology and digital marketing for their
marketing.] Digital marketing campaigns are becoming more prevalent, as digital platforms
are increasingly incorporated into marketing plans, and as people use digital devices instead
of going to physical shops.
Digital marketing activities are search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, and e-commerce marketing, social media marketing, social media optimization, e-
mail direct marketing, display advertising, e–books, optical disks and games, and any other
form of digital media.
Digital Media Marketing or Digital Marketing
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.
Digital marketing was defined in Wikipedia as “marketing that makes use of electronic
devices (computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. Digital marketing applies technologies or platforms such
as websites, e-mail, apps (classic and mobile) and social networks”.
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display
advertising, and email marketing.

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Following are the some very important and widely used concepts in the field of digital
marketing. We have selected E-mail marketing for detail study from following list
TV
Radio
SMS
Billboards
Social Marketing
Content Marketing
Banners Ads
Email Marketing
Socialmedia channel
Social media is pivotal part of digital marketing now days. Through the social media
organisation or brand can reach their targeted audience in very effective way. Social media
marketing is effective in many ways like, it is less costly, less time consuming, required less
resources etc.
Following are the some social media channel we have studied during this project
Facebook
Twitter
Google+
Pinterest
Tumblr
LinkedIn,
YouTube

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Scope of the Internship
1) To understand the element in digital media
2) To understand the effectiveness of branding through digital media
3) To understand the effort behind fulfilment of brands objective through campaigns
4) To Understand the Social media channels
5) To understand the social media channels used in digital marketing

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Chapter 2: Literature
Review

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Literature Review
Digital marketing is the promotion of your business, organisation or brand using channels
such as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message.[17]
Internet marketing in particular plays a huge part in any digital marketing strategy and is
becoming the core of many organisations overall marketing strategies, particularly with
regard to social media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social
media marketing are same but not same, be clear from beginning itself. Digital marketing
ecosystem consists of internet marketing and social media marketing. They are just a
channels for communication, digital ecosystem consist of integrating channels and integrating
services.
DigitalEcosystem
SearchEngine
Search engine optimisation (SEO) is the art of getting a website to work better with search
engines (like Google, Bing & Yahoo), and to look for achievable, profitable, ranking
opportunities through keyword research. It is a quest for increased visibility in search engines
via relevant copy, quality links, domain trust, social popularity and search engine
connectivity.
Search engine marketing (SEM) is a broader term than SEO, and is used to encompass
different options available to use a search engine’s technology, including paid ads. SEM is
often used to describe acts associated with researching, submitting and positioning a website
within search engines. It includes things such as search engine optimization, paid listings and
•Search Engine (SEO/SEM)
•Displays(Banners,Rich media Banners)
•MobileMarketing
•Social media
•Email
•Video
•Websites
Integrated
Channels
•Analytics
•Content management
•Advanced Targeting
•Creative
•Research + Planning
•Digital strategy
Intergrated
Services

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other search-engine related services and functions that will increase exposure and traffic to
your Web site.
Displays
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. Normal banners, Rich media banner, Interstitials and pops are example of displays.
Mobile Marketing
Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers
and buyers via mobile devices. Mobile ads, Mobile websites, Apps and Games are some of
examples for mobile marketing.
SocialMedia Marketing
Social Media refers to any software tool that enables and encourages engagement in
conversation or sharing. Popular forms of social media include Facebook, Twitter, LinkedIn,
YouTube, Pinterest, Google + and blogs. Now all days social media become platform for
marketer to make conversation with customers. Brands are now engaging customers through
social media.
eMailMarketing
eMail Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. eMail Marketing is easy to use, low cost, and effective. Most
of the B2B business in present era in following email marketing, but in B2C also email
marketing is productive.
Video
Marketers are now use video to make customers aware of brands and to sharing the
experience of other customers. YouTube ads are too popular in video ads. In social media
platforms also brands are sharing video.
Analysis
Analytics is the practice of evaluating data, and the process by which a company arrives at a
most advantageous decision. Here marketer analysis the integrate channel to understand the
effectiveness of communication. Analysis may be based on numbers of visitor or like in
social media pages..Etc.
Content Management
After analysis the integrate channels marketer can able to understand the problems with
current contents. Later he can manage the content to increase the engagement rate, content
may be text in banners, images or websites.

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Advanced Targeting
Advanced targeting are techniques involving the sending of targeted messages to a specific
audience. It is used to increase the effectiveness of a marketing campaign. Behavioural
targeting is also a part of advanced targeting, here marketer can target the customer based on
their past behaviour in online. Marketer can put ads in other webpage where customer is
going.
Creative
Creative is the artistic component of an ad or website. It usually includes an image and copy
present in ads or website. Marketer can make those contents attractive to customers. Marketer
will sometimes change the entire design of websites, apps..Etc.
Researchand Planning
Marketer will do some research to understand the behaviour, taste and preference to
customers in digital platform. This research may be doing by using paid-tools like
ComScore...Etc. Through this research marketer can understanding where T.G is present or
what T.G would to do in online. After research marketer will plan new campaigns based on
those research reports. These campaigns are more effective to reach the T.G properly.
Digital Strategy
Digital strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits through digital media. Strategy will be
different for each brand, it will base on the brand objective and target groups interest. It is
actual a plan formulated by the marketer to explore the opportunities. Strategy may be short
term or long term, but it need to be fit with market situations.
Types of DigitalMarketing
In normal outbound marketing, we will use pull and push marketing strategy. Like that in
digital marketing also pull and push are types.
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

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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.
AIDMA as AISAS in Digital Era
AIDMA widely accepted model describing the psychological process leading up to the
consumer’s decision to purchase a product. This model is similar to AIDA model. The
AIDMA Model was first advocated by Roland Hall, an American economist, around 1920.
According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory, and Action.
This model has been used extensively in the advertising and marketing industries.
AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was
developed to observe behaviours based on the understanding that the Internet has become
prevalent, and that consumers now have access to environments in which they can obtain and
transmit information themselves.
In this model, the key processes are: Attention, in which the consumer first notices the
product or advertisement, followed by Interest. After this, the consumer Searches for
information, and then makes a purchase (Action), after which information is shared with
others. In comparison to “AIDMA,” the psychological process has become more compact,
and the Action process has expanded.
Attraction Interest Desire Memory Action

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These changes are shown how presences in digital are important for brands. Brands can able
to create awareness and internet without digital. But it will not lead to action in current
scenario. Customers need more information in present era; they are information seeker and
always search for best deal. Brands can’t sustain without digital media.
Advantages of Digital Marketing
Digital Advertising is increasingly an inherent budgetary component of many organizations
today. Organizations of all sizes use the medium to promote their products and services. So
well, why do so many organizations use the medium? Simply put, it is due to the numerous
advantages that online advertising offers. These are discussed in the paragraphs ahead.
Reach - The ability of the online medium to target a certain demographic of users is one of
the greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. It’s not only cost effective to achieve a
wider geographic area but the ads can also be targeted to the desired audience. For example,
if an advertiser is keen on selling his or her products targeted to a certain demographic of
people, it is quite possible through online advertising. Digital advertising has matured to the
extent that web publishers, media agencies and advertisers themselves know the optimal
ways and websites for a certain category of products or services.
Measurement - With various tools becoming available, tracking effectiveness of ad
campaigns is becoming possible today. In other words, measuring Return of Investment
(ROI) is increasingly possible today. Organizations that were previously reluctant to spend
online, now realize that the online medium does offer means to alleviate any such fears.
Moreover, when properly designed online marketing campaigns generate the desired results,
advertisers are further encouraged to continue advertising online.
Interactive and Engagement - The Internet is arguably the most interactive and engaging
medium among various others. Interactive campaigns have become a norm with the power of
the online medium. One such advertisement worth mentioning is the campaign by AXE
where the end user could alter the smile of a woman as he/she liked to i.e. in an interactive
framework. The advertisement struck an instant chord with the youth to which AXE the
brand is positioned for Customers are basically just a click away from the advertisers. In
other words, direct response between end users and advertisers is possible through the online
medium.
Time - Through the Internet, an advertiser can reach a desired target group or demographic in
a much shorter time frame. For example, if an advertiser needs to plan some sort of ambush
Attraction Interest Search Action Share

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marketing, the online medium can be an effective means of achieving it. Even otherwise i.e.
for regular marketing campaigns, the total time necessary to complete an online advertising
campaign is less than that of traditional advertising methods.
Cost - When compared to traditional forms of advertising, digital advertising is cheaper.
Various payment models are available between the advertisers and publishers. Many a time,
advertisers are charged only when visitors click on their ads. The various payment models are
discussed in detail in the next section.
Digital Advertising: Ad Avenues
SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as
sponsored links on search engines) come under this category. These are backed by hyperlinks
that when clicked on, take the potential customer to the advertisers website.
DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a web
page that typically contain logos, photographs, other images or even text. Technologically
these comprise of Image, Simple flash and Rich media with& without video ads.
MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile
phones or tablets come under this category. These comprise of Mobile Web ads, SMS, MMS,
Mobile Video & TV ads and In-App ads.
SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp
pads etc displayed on various social media websites like: Facebook, Twitter, LinkedIn,
Pinterest, Orkut etc fall into this category.
EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial
message to a group of people using email comprise of this ad type. Emails are used to engage
with existing customers to get repeat business as well as to acquire new customers.
VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but
have video within them and are served before, during and/or after a video stream on the
internet. This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or
post rolls) and True View ads.

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Some of the Basic Terms in Digital Marketing
 Impression
An impression is a measure of the number of times an ad is seen, whether it is clicked
on or not. Each time an ad displays it is counted as one impression.
 Page View
Viewing the page is known as page view. It gets counted once the page loaded.
 Leads
When one person fills his details in the given box is known as lead.
 Conversion
The percentage of people whose activity can be tracked while clicking on an ad or
visiting a website to actually purchasing a product or service. A high conversion rate
indicates that the link, ad or site was successful
 Inbound link
Link connecting to your website from a different website.
 Profiling
To build a picture of a target customer based on information from various sources
including customer transactions completed forms and demographic data.
 Unique Visitor
Unique IP address accessing a website.
 Landing Page
A custom we page designed to convert visitor into leads or sales. Email, banner ads
and even offline outbound marketing campaigns drive traffic to a landing page to
capture information or trigger a sale. Landing page is also called as destination page
or splash page.

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Types of ads
 Above The Fold: Above the fold refer to banners ads which are displayed at the top
of a web page.
 Rich- media: Online ads that contain motion, sounds or video are termed as rich
media ads
 Interstitial Ads: Ads that appears between web pages.
 Banner Ads: Embedding an ad into a web page- know as a click through due to
interactive actions where the consumers clicks and is taken to the banner ad’s
company websites
 Pop-up: Ads that displays in a browser window either in the front or behind the
current browser window.
Monetaryterm in DigitalMarketing
 Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some
specifically defined action in response to an ad. “Action” include such thing as a
sales, transaction, a customer acquisition or a click
 Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.
 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for ‘thousand advertising impression or views’.
 Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed
price each time a user clicks on their advertisement. The cost for the click is often
negotiated through auction, with ad placement determined by the relative size of the
bid, as well as other factors.
 Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing
for specific keyword search term for a fee.
 Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount
per lead

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Branding in DigitalEra
Before doing this internship, I believed marketer is responsible for building a brand or
marketer is a custodian for a brand. But while doing internship, I understood marketer is not a
custodian, he is a person who guides a product to become a brand.
Today, brand custodians are the connected users who exist across digital platforms. They are
multifaceted. They are the publishers, circulators, ambassadors, instigators and at the same
time they are the custodians as well. Their digitally connected existence has power,
credibility, influence, depth, and reach.[26] Their digital messaging has
the velocity, acceleration, and momentum required to impact brands. Yet brands and their
default custodians continue to live blissfully in an illusion about the control they exercise
over their brand.
Brand is an enabler in the current age. It is the participants, the brand conversations and the
platforms that amplify the brand and drive the brand philosophy. Businesses need to,
therefore, understand the consumers and the evolving digital sphere better and continue to
build brands within the digitally connected ecosystem by focusing on the following 3
elements
People
The digital age has democratized individuals. They are no longer passive consumers, but
active and creative participants. They expect and believe in the co-creation of an experience,
thereby evolving from consumers to users. They are becoming the most credible and reliable
source of the true picture of a brand.
Consumers are beginning to seek a relationship of fair exchange between themselves and the
businesses where each contributes and everyone gains. Individuals are seeking a
multidimensional relationship that provides them with more than just the brand
product/service.
The fair exchange relationship is also offering new opportunities to the business to build
more human connections. Businesses will have to become receptive to this new age definition
People
EngagementsChannles

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of relationship that consumers seek. They may do well to go a step ahead and create an
environment that is receptive to this fair relationship.
Channels
With consumers evolving into users and participating in co-creation, it is important for brands
to offer those channels and platforms that allow them to participate in this process. Users are
seeking channels that offer them more than just digital promotional activities; they want
channels that allow them the freedom to be publishers of content, information and data, that
give them control over what content they produce and consume, that allow them to co-create
brand experience.
The channels also need to be device agnostic. Users are adapting to the usage of different
devices throughout the day to execute tasks at hand. They might use a Smartphone or tablet
to complete functional tasks etc. while on the move, but they use a PC for heavy content
creation and research. According to a Google research, 90 percent of people move between
devices to accomplish a task, with virtually all of them completing their task in one day. The
most popular starting point is the Smartphone. In most cases, the tasks are continued on a PC
though tablets are also becoming a popular option for continuing social networking and
watching videos.
Businesses and brands need to accept that it is the consumer who has become a more credible
publisher by virtue of their access to a device which is always on and active. Creating an
environment of device agnostic platforms and channels that allow co-creation of content
between brands and consumers will address this shift.
Engagement
It is about creating a window with enhanced attention to influence behaviour and motivations.
With every business eyeing the opportunity to engage users, it is critical to focus on
engagement by increasing brand salience and influencing buyer behaviour and choice. Brands
should be able to map a customer’s journey to understand where they can add value and
create an opportunity to engage them. Brands need to understand that engagement is not
about pushing product messages; it is about capturing the imagination and the attention of the
user. It is about designing a naturally engaging experience.
Businesses need to understand that digital environment is not about technology but about
attention, where the consumer is at the core, armed with powers like never before. Businesses
and brands should, therefore, focus on connecting the dots and realize that now, in the digital
age, it is all about co-owning a brand.

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Chapter 3: Industry Profile
and Company Profile

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Industry Profile
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 2015 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. [4]
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. [4]
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. [5]

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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. [5]
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. [6] 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. [6] 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. [7]
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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Gender Wise Internet users
India currently have online population of 213M, among them 60% are males and 40% are
females. In have 110 M mobile internet users, among them 80% are males and 20% are
females. 176M of the total internet population are part of Social Medias.
According to the Internet And Mobile Association of India (IAMAI), the Internet user base in
the country stood at 190 million at the end of June, 2013. For the whole year 2013, the
internet user base grew 42% to 213 million, from 150 million in 2012. With more and more
people accessing the web through mobile phones, the internet user base in the country is
projected to touch 243 million by June 2014, a year-on-year growth of 28%.[13]
Younger males and women aged 35-44 emerge as power users
India males aged between “15-24” are major users among Males and in females 35-44 are
major users of internet. Age wise distributions are given below. [12]

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Mobile Internet Users
Internet penetration in India is driven largely by mobile phones, with some of the cheapest
and most basic hand-sets today offering access to the internet. According to IMAI, India has
110 million mobile internet users of which 25 million are in rural India. The growth of
internet penetration in rural India is driven largely by the mobile phone; 70% of rural India's
active internet population access the web via mobile phones. This may have to do with the
difficulty in accessing PCs. Forty-two percent of rural India's internet users prefer using the
internet in local languages. The high prevalence of content in English is a hurdle for much of
rural India.[14]
Research report of InMobi showing the behaviour mobile user in internet, 21% of their total
consumption is for Entertainment and Social Media, which followed by Games, General
Information Search and Email.

28. 28
Social Networking
Social Networks capture the largest percentage of consumers’ time in the region. comScore
data’s showing 86% of the Indian web user visit a social networking site. Facebook continues
to be the number one social network with a 28% increase in traffic and a reach of 86%.
Average time spend by a Indian user on facebook is 217 minutes. LinkedIn emerges as
number two, while Pinterest and Tumblr are the fastest growing networks but growth of
twitter is declined by 15% in 2013 while comparing with 2012.
Number of Indian user on Social Networking Platform
Sr. No. Social Media Platform Number of Users in Million
1. Facebook 90
2. Twitter 30
3. LinkedIn 18
4. Pinterest 15
5. Instagram 2

29. 29
Business Modelof Industry
ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform
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.
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.

30. 30
List of Top DigitalMarketing Agencies in USA, UK, Canada
Blue Fountain Media (USA)
Blue Fountain Media is a full service digital marketing agency focused on providing results-
driven solutions to grow brands online. From digital strategy to implementation, they create
custom responsive websites and mobile apps that produce higher conversions, and execute
omnichannel marketing services to create greater brand awareness, engagement, and loyalty.
Blue Fountain Media ensures success by providing a collaborative team environment for
every project and an agile workflow to deliver quality work in quick turn-around timeframes.
Their clients, which range from startups to Fortune 500’s and include brands such as AOL,
Toys R Us, Bowlmor, Service Kings and Canon, consistently see increased traffic, enhanced
brand loyalty, and increasingly higher acquisitions at lower rates. Visit their site to see more
of their work at Blue Fountain Media.
Single Grain LLC (USA)
Single Grain is an integrated Digital and SEO agency, combining Search Engine
Optimization (SEO), Social Media Marketing, Search Engine Marketing (PPC), and
Conversion Optimization specialists. Our in-house team of experts provide you with only the
highest standard of SEO, SEM, CRO, and SMM. Working alongside some of the biggest
brands, such as Intuit, Sony, Yahoo and Sales Force, our reputation precedes us. Our
pioneering method of using an integrated approach to digital marketing drive results for our
clients by helping them grow traffic and get conversions, sales, and overall ROI.
Communication is the key; and the relationships we build with our clients ensure the finished
project is the precise end result they had in mind. Top ranked digital marketing agency.
360i (USA)
360i is an award-winning digital marketing agency that drives results for Fortune 500
marketers by making brands culturally relevant amid the rapid pace of consumer behavior
change. 360i is a highly strategic creative and media partner for clients that brings together
digital specialization – in insights, strategy, social, influencer marketing, search, analytics and
media – with a deep understanding of how people discover brands and share stories across all
channels. 360i is the only agency to be named a Top 3 agency on Advertising Age's Agency
A-List three years in a row, and Media Post’s OMMA Agency of the Year two years straight.
The agency’s clients include Coca-Cola, Mondelez, Pernod Ricard USA, Toyota and HBO.

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Huge (USA)
Huge is a digital marketing agency that provides business strategy, design, marketing and
technology services to some of the world's largest businesses and best-known brands. The
company is known for successfully harmonizing user needs and business goals to create
industry-changing digital experiences for its clients. Huge is a global collective of designers,
technologists and strategists. We help companies become trusted parts of people’s lives by
creating products, services, and brands that people love. We were the first agency to be
founded on the idea that the principles of user experience should drive not just design, but
business and marketing as well. We’re known for finding new ways to harmonize the things
clients need with what users really want in order to create experiences that change industries.
Launch Digital Marketing (USA)
Launch Digital Marketing is an agency specializing in helping businesses grow their online
presence through digital marketing. Specializing in custom web solutions via website design
& implementation, SEO, SEM, Advanced Analytics, Social strategies and conversion
Optimization. Launch was established to help businesses shift strategic thinking from push
marketing to pull or inbound marketing. Launch works with clients in many verticals
including but not limited to automotive, web, manufacturing, service industry, non-profit
organizations, and medical professionals. We excel in creating marketing plans from the
ground up and helping consult businesses in achieving results.
Top Rank Online marketing (USA)
TopRank Online Marketing is a digital marketing agency that helps Fortune 1000 companies
grow communities, increase sales and brand visibility online. We've been in the online
marketing business since 2001 serving companies like LinkedIn, McKesson, Dell, General
Mills, Concur, Strong View and many more market leaders. We believe our team of smart,
creative and results focused professionals are masters at planning, implementing and
optimizing integrated online marketing programs, especially those that integrate content,
social media and optimization.
Jellyfish (USA)
Jellyfish is a global digital marketing agency with offices in the US, UK and South Africa.
Our award-winning combination of technology and talent deliver paid search, display/RTB,
SEO, social media, analytics, optimization, creative, video and development solutions.
Jellyfish has worked across a wide range of industries, including property, pharmaceutical,
financial and gaming. Our impressive list of clients include Walden University, Fitbit,
Fidelity, Carfax, Pfizer, Zipcar, Caesars and ADP. Our international team, with industry
recognized qualifications, combines a deep understanding of user interaction online
combined with advanced technologies. We are proud to create successful, performance-based
campaigns.

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Ingenex ( USA)
Ingenex Digital Marketing is a results-driven digital marketing agency that serves clients
across the United States and Canada. Ingenex Digital Marketing is an Ann Arbor, Michigan
based digital agency delivering marketing solutions for a digital world. Ingenex is an agency
that focuses on producing results through social media marketing, web design, SEO, SEM,
digital public relations, and web analytics. Digital is a state of mind. Digital enables a
dialogue between your company and your customers. Companies engaged in digital
marketing understand listening, being relevant, creating conversation, delivering targeted
traffic, and measuring the results.
Rise Interactive (USA)
Rise Interactive is a digital marketing agency specializing in digital media and advanced
analytics. The agency is a strategic partner helping marketing leaders allocate budgets most
efficiently and create more relevant experiences for their customers. An award-winning
agency, Rise has been recognized as a leader in the digital marketing space and has received
industry recognition for explosive growth, excellence in digital marketing, and company
culture. Rise was named Digital Agency of the Year by the Moxie Awards and Built in
Chicago in 2013, 2014, and 2015. It was also named to Chicago’s 101 Best and Brightest
Companies to Work For list in 2014 and 2015 and to the National Best and Brightest
Companies to Work For list in 2013 and 2014.

33. 33
Porter’s Five ModelAnalysis of DigitalAdvertising 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.
 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
comparing with others media.
 But media consumption through radio is increasing now.

34. 34
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.
 Few of the brands have in-house agencies, it will reduce business but not in a high
level.
Conclusion of Porter’s Five Force Analysis
 Low threats for new entry.
 High bargaining power of suppliers.
 Bargaining power of buyer is medium, but in coming year there is chance for
increase. 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
mobile penetration.

35. 35
Company Profile
About the Technex Technologies
TechNex Technologies (branded as TNex) came into existence in 2009 with a strong
objective of providing high-quality software for mobile phones, handheld devices and web
solutions. We are now all set to create a strong footprint in the business verticals catering to
Consumer and Enterprise segment, designing & animation industry while providing quality
IT managed services.
TechNex understand that once an idea is born it needs a face (Design), it needs wings to soar
high (Development), it needs a launch platform (IT managed services) and then needs to be
shown the path (Sales Support). Our services are an amalgamation of creativity, tested logic,
marketing skills and best practices and platform.
Services Offered by TechNex Technologies
amalgamation of creativity, tested logic, marketing skills and best practices and platform.
SOFTWARE DEVELOPMENT
Creating, Transforming and Automating Business Processes.
DESIGN AND ANIMATION

36. 36
Empowering art with technology to create wonders.
SALES SUPPORT
TechNex make prospects knock your door.
IT MANAGED SERVICES
Technex Technologies provide software and marketing support to new companies.
Organisation uses digital marketing as very effective tool to provide marketing and sale
support services to the clients.
Organisation also uses the digital marketing platform for promoting their own brand to
prospect clients of the company
Technex technology currently uses email marketing and non-paid social media marketing for
branding purpose, and company wants to take advantage of digital marketing by using all the
available digital marketing platform and tools

37. 37
Vision and Mission
Vision
To be the most preferred IT and Software Solutions provider for promising business verticals
across the Globe.
Mission
Guided by its focus towards Innovation, Creativity and Quality, TechNex would strive to
surpass its commitment for Customer satisfaction. TechNex will continue to shape and lead
the market, in-line with the Company’s vision statement.

38. 38
Chapter 4: Research
Methodology

39. 39
Researchmethodology
Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.
Topic
The selected topic for the research is “A study of digital marketing and social media
channels”
Period of study
The study is conducted during the 28th April 2014 to 6th May 2014
Objectives of the study
Primary objective
 How many people uses/prefer digital platform and social media
Secondary objectives
 To know the number of active people on
 To determine out the media, which is most impo
 To understand the media consumption of Indians.
 To figure out how Indian will purchase a product.
 To understand post purchase behaviour of Indian
Scope
This study is useful for determining the consumer buying behaviour of Indians. It can
able to help brands to reach their target group through appropriate media. It will present an
idea to brands, based on where to invest in achieve their marketing objectives.
Universe
Universe means the total population available for the study. In this study, the universe
constitutes all Indian, who have online presences.
Sample
Sample means a representation of the whole universe by a small population. Samples for this
research are under Indian youth and young Indians, who come under 17 to 45 year age groups
and who have online presences.

40. 40
Sample size
The number of sample units selected from the total population is called sample size. Sample
size selected for this study is 200. Among them 146 are males and 54 are females.
Tools
Tools used for this research is an online questionnaire, which consist of 21 questions.

41. 41
Chapter 5: Data Analysis
and Interpretation

42. 42
Task createdforbrand promotion through socialmedia
On completion of my internship task that is “Study of digital marketing concept and social
media”, I got task to create step wise task schedule for promoting Technex technologies
brand through social media.
Following are task I have created for promoting the brand through various social media
Social
Media
Task About the task Owner Frequency Remark
Facebook Increasing the ratings on
facebook page
Invite the friends on
facebook
Ask Every employee to
rate the facebook page of
the company
Join Facebook Groups
related to your niche.
Frequently Only 8
people
had
reviewed
the
TechNex
on
facebook
Increase the frequency of
the post
We can post blogs about
technology
About the events in the
company
Trending topics
News
Company products
At least 3
posts in
week
This
activity
helps us
to
connect
with
more
audience
Designing creative
banners
Creative banners help
company to share
thoughts in creative
manner
Audience connects
effectively with creative
banners
Banners can be designed
3 Times in
week

43. 43
about event, festival,
technology, social
problem, etc
Making post that connects
with audience interest and
company vision
This includes the events
like word cup etc
Once in
month
People
get more
engaged
in these
type of
post
Youtube Create new youtube
channel
Create youtube channel
with company id
Select the art which
describes the business
Use keywords in the
channel description
Create official video This is introductory
video
Which involves
information about
Top management
working environment
Vision
Technologies
We can also include
major events that we
celebrate in organization
Once in
month
This will
always
help us
promote
our
company
in short
time
Creating more creative
videos
Creative videos which
will connect with the
audience
Videos about our
products and projects
Extra activities that
At least 1
video
every
month
This way
company
can
promote
their
work
environm
ent

44. 44
company performs for
employee
Creating video on
trending topics
Create videos about
technology on we work
to connect with leads
Creating event-based
video to connect with
stranger audience
Creating tags for videos Like we have created
keywords for website we
need to create effective
tags for videos to market
it well
For every
video
Increasing the subscribers
and views on channel
We can use Google+
account and communities
to promote our video
Share link of video on all
the social platforms
facebook, tweeter,
Instagram, LinkedIn
Share the link with all
the employees
Tag video properly
Verify the account with
registered number
Subscribe similar
channel
For every
video, we
upload
This will
increase
the brand
awarenes
s of
Technex

45. 45
Google+ Increase the circle and
number of followers
Blogs about the core
business of the company
Weekly
Activity
Add more information
and keywords which
related to our business
Once
Activate Google
authorship
Once
Increase reviews on
Google+ page
Weekly
Start new communities on
Google+
Weekly
Join the other
communities which are
related to our business
Frequently
Add G+ key on website
and Blog
Once
LinkedIn Create a LinkedIn profile
and build a network of
professional contacts
Join LinkedIn Groups
related to your niche
Regularly We
already
have the
page
Create a LinkedIn Group
and build a community
LinkedIn Communities
help us to connect with
our prospect audience
Once
Update linked In page
regularly
share Facebook, Tweeter,
and youtube links
Create professional post
Once in
week

46. 46
Technology reviews and
updates
Tweeter Create a Twitter account. Once
Start posting Twitter
updates.
Tweet about new things
in your niche, give
advice, share the secrets
of your trade
Once In
day
Follow quality Twitter
accounts.
Use the Follow option
for quality Twitter
accounts to get better
followers
Regularly
Embed your Twitter feed
in your websites.
Add the Twitter feed box
to your site/ blog.
Once
Participate in Twitter
groups.
Start the new group
about the niche
Join the new groups
Start commenting in
groups
At least 3
times in
week
Brush up your Following
list.
Unfollow the people who
don’t follow us back
Be aware of spam
accounts
Weekly
Pinterest Create your business
Pinterest account.
Create a business
account for corporate
photos, cartoons, info
graphics and more
artistically presented
product images
Once
Verify your business
Pinterest account
Verify your account to
link your website to your
Pinterest profile
Once

47. 47
place the full URL with a
red checkmark in front of
it in the About section
Scroll down to the
bottom of the page to the
Website box, add your
website URL, and click
Verify Website button
and follow the
instructions
Start networking and
building contacts.
Pin a lot of different
photos
Tag other Pinterest users
in your pins by using
@username in your
descriptions
Network with other
professionals and
vendors in your field by
using this feature
At least 3
times in
week
Add Pin It buttons to your
website
Log in to Pinterest and
then go to About -> Pin it
Button or use this link to
access the button code.
Optimize your website
content for Pinterest
sharing: consider
watermarking your
images, or adding text to
them. If you're using
your own images on
Pinterest
Once

48. 48
Email marketing campaign
While studying social marketing channels, at Technex Technologies I have studied Email
marketing as part of digital marketing. Following is the some data interpretation from the
study
Let's consider that we need to spend 10,000 mail/day.
3 Lakh/Month
36 Lakh/Year
Resources we required
Man Power
Cost of Email Address
Content Creator
Email Chimp Tool Cost
Resource Cost Estimation Table
Sr. No. No. Parametermeter Costst Cost/Year Cost In Rupees
1 1 Employee $150 $1800 108000/-
2 Content Creator and
Strategist
$100 $1200 78000/-
3 Email ID Buying Cost $200 $200 13000/-
4 Mail Chimp $20 $240 14400/-
Total $470 $3440 206,400/-

49. 49
Revenue Calculation Table
Sr. No. Transaction Input Calculated
Value
1. Type of calculation e Of
Calculation
Per Year
2. Currency $ Dollar
3. Send Volume (Emails) 36,00,000
4. Open Rate 15% 5,40,000
5. Click Rate 8% 43200
6. Leads generated 4% 1720
7. Conversion Rate 2% ~35
8. Estimated Conversion price/
Conversion
$1000
9. Gross Revenue Generated 35*1000 $35000
11. Gross Profit $35,000–
$3340
$31660

50. 50
Chapter 6: Findings and
Learning’s

51. 51
Findings
 Social media is opportunity for marketer and one opportunity is emerging for them to
reach their T.G.
 Digital media marketing is the future of marketing
 Social media marketing is the undisputed part of the digital marketing
 Each year number of people are increasing on social media
 Companies like facebook, Google and Inmobi are ruling the digital advertising
market
 To find major competitors
 More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96%
of samples have an internet connection is any of these gadgets, this showing the
penetration of internet in India.
 In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.
 From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can search
for more information after seeing an ad or online is the only two way communication
channel for customers.
 But now Indian customers want to get conviction about a product before going to
retail shop. So from a marketers view they want to convince their customers before
going to a retail shop.
 Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective manner.
 Email campaigning is one of the best digital marketing tool to promote
Services/Product

52. 52
Learning
1. Technical Learning
 Learnt the digital marketing concept
 learnt about social media and its role in digital marketing
 Learnt about Market survey
 Learnt how to make social digital marketing campaign
 Learnt how to make social media marketing task
 Learnt about SEO
 Email Campaign
2. Management Learning
 Strategy is not a rock science
Before my internship, creating new campaign or making new strategy for any
marketing activity seems very difficult for me. In my internship I got a chance to
make new strategies for companies brand awareness through the social media. Now I
got confidence about the making new strategies
 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 coming to me, my first month was more concentrated with pitch
presentation. Industry or clients 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.
 Go and ask for work
In beginning stage of my SIP, I don’t have any work to do or they are not giving. First
week full of induction and in second week, first two days I sat idly. I felt that they will
not give any work and my internship is gone. But in next day I went and ask for work.
From that moment to last day, I enjoyed my internship and learned a lot of stuffs.

53. 53
 Work life balancing
This is the most important learning for me. This SIP thought me how to balance your
personal responsibility and professional responsibility together and how to enjoy life
even after getting a job. Working in Software Firm 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.

54. 54
Chapter 7: Conclusion

55. 55
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.
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.
I conclude my research by quoting again that “Brands can’t sustain without digital presence”.

56. 56
Chapter 9: Annexure/s

57. 57
References
1).Hobspot Blog
https://blog.hubspot.com/marketing/topic/social-media
2) RICHARD,F.T.,1996
http://public.wsu.edu/~taflinge/addefine.html
3) WIKIPEIDA,2017.Digital Marketing.[online] Available from:
http://en.wikipedia.org/wiki/Digital_marketing
4) MEDIANAMA NEWS & ANALSIS OF DIGITAL MEDIA IN INDIA,
http://www.medianama.com/2014/02/223-groupm-says-digital-advertising-in-india-30-in-2013-rs-
3402-cr-expected-in-2014/
5)IAMAI report, 2013. DIGITAL ADVERTISING IN INDIA.
http://www.slideshare.net/TheHWD/digital-advertising-in-india-statistics-trends-2013
6)MADS,2013. Demand Side Plaftorm:What is a DSP and Why You Need One for RTB.
http://blackboard.emediate.com/2013/02/demand-side-platform-for-rtb/
7)RAN JU,2013. Online Advertising Explained: DMPs, SSPs,DSPs and RTB.
http://www.kbridge.org/en/online-advertising-explained-dmps-ssps-dsps-and-rtb/
8) comScore,2013. INDIA DIGITAL FUTURE IN FOCUS 2013.
9) Social Video Report, 2013.
http://socialvideoreport.com/
10) INMOBI research report,2012.
11) Split Screen,2011. What is digital marketing?.
http://www.splitscreendigitalmarketing.com/#/what-is-digital-marketing/4547805997
12) comScore.2015
http://www.comscore.com/About_comScore/comScore_Fact_Sheet
13) comScore.2011.[pdf online ]
http://www.google.co.in/#q=uses+of+comscore
14) Collin, Maessen.2013 Why You Shouldn’t Use Alexa Traffic Statistics.
http://www.realsceptic.com/2013/08/12/why-you-shouldnt-use-alexa-traffic-statistics/
15) Martin, Weigel,2015 Brand building in a digital age: Old thinking for new times.
http://martinweigel.org/2014/02/18/brand-building-in-a-digital-age-old-thinking-for-new-times/