Summer Training Project Report

On

“FUNDAMENTALS OF DIGITAL MARKETING”

Submitted to

I.K. GUJRAL PUNJAB TECHNICAL UNIVERSITY

KAPURTHALA

In partial fulfillment of the requirement for the

award of degree of
Master of Business Administration (MBA)

Submitted by Supervisor
Sachin Kumar Dr. Suprina
2235446 ASSISTANT PROFESSOR
MBA 3rd SEM

(2022-2024)
DEPARTMENT OF MANAGEMENT
CHANDIGARH GROUP OF COLLEGE, JHANJERI

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CERTIFICATE

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 Student Declaration
I, “Sachin Kumar”, hereby declare that I have undergone my summer training at “Soli taire
Infosys Pvt. Ltd” from 26/06/2023 to 09/08/2023. I have completed a research project tilted
“FUNDAMENTALS OF DIGITAL MARKETING” under the guidance of Dr. Suprina

Further I hereby confirm that the work presented herein is genuine and original and has not
been published elsewhere.

Student name and Signature

Sachin Kumar

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Faculty Declaration

I hereby declare that the student Sachin Kumar of MBA has undergone his summer
training under my periodic guidance on the Project titled “FUNDAMENTALS OF DIGITAL
MARKETING” Further I hereby declare that the student was periodically in touch with me
during her training period and the work done by student is genuine & original.

Signature of Supervisor

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Acknowledgement
First I would like to thank Manish , of Grow for Giving me the opportunity to do an
internship within the organization.

I also would like all the people that worked along with me Solitaire Infosys Pvt. Ltd. With
their patienceand openness they created an enjoyable working environment.

It is indeed with a great sense of pleasure and immense sense of gratitude that I Acknowledge
the help of these individuals.

I am thankful to the Chandigarh group of colleges Jhanjeri, Mohali for all the support
provided for this project.

I would also like to express my profound gratitude to my faculty guide Dr. Suprina for her
constructive support during summer internship period, which leads to succesful completion of
my internship at Solitaire Infosys Pvt. Ltd.

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Preface
This report relates to the company Solitaire Infosys Private limited. This study focuses
on the marketing strategy with respect to DIGITAL MARKETING. In order to succeed
in the business a company needs to understand its customer needs and creates wants for
them. It always do understand the customer’s needs and they do research on the industry
and competitors of the customer. It is necessary to understand customer’s needs and their
competitors for making an effective marketing strategy for the customers.

This is a company which provides digital marketing services and makes marketing
strategies for the customers or clients. They provide 360 degree digital marketing
services like search engine optimization, website designing and development, social
media marketing, reputation management and many more. It provides services in all over
India. This paper will give main focus on digital Marketing, in regard to the services,
market segmentation, the size and the growth of social media marketing, market analysis
regarding strengths and weaknesses as well as fronting recommendations. The marketing
strategy of Solitaire Infosys Pvt. Ltd is to emphasize the ability of the services to beat
other digital marketing service provider in Indian market. The management of the
Company has beenat the forefront of improving and evolving of new marketing strategies
and digital marketing since its inception.

The current study aims at finding out the problems faced by in digital marketing, awareness
of people on social media marketing and the marketing strategies by digital media.

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TABLE OF CONTENTS

Certificate by guide ii
Student declaration iii
Faculty Declaration iv
Acknowledgement v

Chapter no . Topic Page no.

Chapter 1 INTRODUCTION OF THE TOPIC 7-35

Chapter 2 INTRODUCTION TO THE RESEARCH PROBLEM 36-38

Chapter 3 NEED ,SCOPE AND OBJECTIVE OF RESEARCH 39-41

Chapter 4 REVIEW OF LITERATURE 42-45

Chapter 5 RESEARCH METHODOLOGY 45-48

Chapter 6 DATA ANALYSIS AND FINDINGS 49-55

Chapter 7 CONCLUSION AND SUGGESTIONS 56-65

ANNEXURE
• BIBLIOGRAPHY
• QUESTIONNAIRE

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 CHAPTER-1
INTRODUCTION TO THE TOPIC

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 COMPANY PROFILE
SOLITAIRE INFOSYS PVT. LTD.

Solitaire Infosys Pvt. Ltd. is a digital marketing agency which is fully dedicated to learn and
understand about your business. They have years of experience in the fast evolving
digital landscape for delivering quality digital marketing services to our clients from
diverse industry verticals. Our team of experts brings the innovative business ideas that
bring traffic and customers for our client’s websites. Whatever we do, we always
measure, analyses or innovate the requirements with proper knowledge of Digital
Marketing. They believe in giving results that are above and beyond no matter what.

Solitaire Infosys Pvt. Ltd is a full service digital made up of smart, passionate and
creative technologists.

They invent strategies to bring brands closer to consumers on digital platform. With the
firm belief that your success’s crucial to us as our own, we acquire the sharpest of
combinations on digital media platform to meet your campaign objectives.

WHO THEY ARE?

Basically, they are in to digital education and they do train corporates, college students,
faculties in various colleges and universities in digital marketing domain. They do run
faculty & student development programmers in various universities and colleges like
MANAV RACHNA, ARAWALI, NGF, NDIM ,DAVIM,RAWAL etc. with their
domain https://digitalschooldelhi.com/.

After completion of two years, DIGITAL SCHOOL OF DELHI got lots of proposal to
provide digital marketing services and they could not deny as they have a team of more

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than 50 creative members in digital media marketing. That is why they registered
Propsapce Techmedia pvt ltd for all these digital media solution, that is how it came to
existence and they are doing very good because of their creative teamwork.

Services of Solitaire Infosys Pvt. Ltd.

A Full Service Digital Marketing & Creative Agency

● Website Designing
● Web Development
● Search Engine Optimization
● Online Advertising
● Social Media Marketing
● Campaign Creation
● Digital Strategy
● Content Creation
● Remarketing
● Creative Design
● Organic Marketing
● Paid Promotions
● Email Marketing
● Web Analytics

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 ● PPC
● Content Marketing

Marketing Methodology
They help their customers by guiding their prospects along a buyer’s journey to generate
actual business

ATTRACT CONVERT CLOSE

TurnStrangersinto TurnVisitors into Turn Leads to
Visitors Leads Customers

DELIGHT
Turn Customers to
Promoters

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PRIVACY POLICY
Company’s Commitment to Privacy

At Solitaire Infosys Pvt. Ltd, they regard the privacy of our website visitors. They
acknowledge that the detail belongs to you and assure to treat it accordingly.
Under mentioned statement manifest their privacy policy indetail and will
explain our online information practices or the choices you can make about the
way your information is collected and used by them. The policy applies to
https://www.soliraireinfosystems.com and all other websites owned/operated
directly under the Solitaire Infosys Pvt. Ltd Digital Marketing brand name. If
there are any prominent changes in these policies in the future, details of any such
changes will be notified on thiswebpage.

Use of Personal and Non-Personal Information

They collect two types of information from our website visitors - personal and
non- personal details. Access to the public pages of Solitaire Infosys Pvt. Ltd
website does not require any registration. Non-personal information is asked to
keep track of the total number of guests visiting Solitaire Infosys Pvt. Ltd website
and to make endeavor to improve our website. The non- personal details they
monitor includes the operating system and browser type being used by our
visitors; sections of the websites viewed; date and time of visit; host or service-
provider details, and identification of the referring site. These details are used only
for our internal useand are not sold or even disclosed to any third parties.

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VISION AND MISSION
Vision

Be a dynamic digital marketing agency for emerging Medias like web

& mobile and strive to be among the top 10 digital marketing
agencies of India

Mission

We aim to work with Mid-Sized India based Companies who are

interested for extensive Digital marketing services/Solutions to grow
their international or national sales or those mid-sized companies which
are based from outside India and are interested for extensive digital
marketing services to grow their national sales.

Solitaire Infosys Pvt. Ltd would strive for excellence in services

delivery and ROI driven digital marketing campaigns that
directly impact client's sales and/or business result.

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 CONCEPTULISATION
Digital Marketing
Digital marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. A corporate
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 it self. Hence, this
form of marketing is driven by word-of-mouth, meaning it results in earned media rather
than paid media.

Social media has become a platform that is easily accessible to anyone with internet
access. Increased communication for organizations fosters brand awareness and often,
improved customer service. Additionally, social media serves as a relatively inexpensive
platform for organizations to implement marketing campaigns.

Digital marketing is the use of social media platforms and websites to promote a product
or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and
researchers. Most social media platforms have built-in data analytics tools, which enable
companies to track the progress, success, and engagement to fad campaigns. Companies
address a range of stakeholders through social media marketing, including current and
potential customers, current and potential employees, journalists, bloggers, and the
general public. Ona strategic level, social media marketing includes the management of
a marketing campaign, governance, setting the scope(e.g. More active or passive use)
and the establishment of a firm's desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and internet user stop
postures generated content (e.g., online comments, product reviews, etc.), also known as
"earned media," rather than use marketer-prepared advertising copy.

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Social media marketing tools:
• Social media measurement
• Social network aggregation
• Social bookmarking
• Social analytics
• Automation
• Social media
•

Different Methods of Digital Marketing

Social network marketing is popularly called as Internet marketing. Today you can find
many ways for internet marketing. Many people who enter this online marketing are less
worried because of its guaranteed success. If you see in Internet totally all types of
products has been marketed online without much effort. Internet attracts many business
people to promote their business online. Social network marketing is grown to such a
height that today many people can't earn without it.

Some of the most recognized network marketing tool sare Facebook,My Space and
LinkedIn. Twitter became regular place for people who have newly entered the field of
social network marketing.

1. Blogging: When you start Blogging or posting your data about any product, you
can see less response from clients. Later it will become big business via blog.
Websites and blogs are most powerful tools for social network marketing when
matched with other networking tools.Blog is an amazing tool which provides many
other facilities in addition to just marketing your business. It also helps you to
communicate with other clients in case if you have any problems.

2. Personal website or blog: It is important to have private website if you are a

freelancer. Your website will help your clients to know about you and it will make
them clear that you are a serious freelance marketer and help to make huge
reevaluation line marketing.

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3. Article selling: It is also best and cheap internet marketing method. It is a mode
of advertising our trade just by writing articles and attracting endless number of users
across world. We usually sell our articles to different article database websites and
article directories. Today it provide free business to many advertisers and publishers
and they are really benefited through their articles.

4. Email sending: Electronic mail sending is the best way to marketing. Collect list
of email addresses through portfolio websites and email about your business to all
internet users. Your Email should be attractive in such a way that your recipient will
be impressed to get back to you. Use social networking websites : Social
networking websites like Twitter, face book can be used to promote your sales. These
provide best platform for all who are thinking of online marketing.

5. Video promotion: Use several video distribution websites for your marketing.
The seep sites uploads your service to the whole world. All that you need to do is film a
video about marketing and send it to video uploading sites like You Tube. It seems it is the
easiest way of marketing than any other modes since many people will be interested in view
videos rather than word form of advertisement.

6. Press Release or media release: It attracts several public clients and increases
relationship among them.

7. Search Engine Optimization: It improves the traffic to your website by

providing quality web content. It uses RSS feeds and many SEO techniques.

Social networking websites and blogs:

Social networking websites allow individuals to interact with one another and build
relationships. When products or companies join those sites, people can interact withthe
product or company. That interaction feels personal to users because of their previous
experiences with social networking site interaction

Social networking sites and blog sallow individual followers to―retweet‖ or

―repost‖ comments made by the product being promoted. By repeating the message, all of

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the user‘s connections are able to see the message, therefore reaching more people. Social
networking sites act as word of mouth. Because the information about the product is being
put out there and is getting repeated, more traffic is brought to the product/company.

Through social networking sites, products/companies can have conversations and

interactions with individual followers. This personal interaction can install a feeling of
loyalty into followers and potential customers. Also, by choosing whom to follow on
these sites, products can reach a very narrow target audience.

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 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.

Example-
2008 Presidential Election

The 2008 presidential campaign had a huge presence on social networking sites. Barack
Obama, a Democratic candidate for US President, used Twitter and Facebook to
differentiate his campaign. His social networking site profile pages were constantly
being updated and interacting with followers.

Kony 2012

A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc.
This 29 minute video aimed at making Joseph Kony, an International Criminal Court
fugitive, famous world wide in order to have support for his arrest by December 2012
;the time when the campaign ends. The video went viral within the first six days after its
launch, reaching 100 million views on both YouTube and Vimeo.

Implications on traditional advertising:

Minimizing use

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Traditional advertising techniques include print and television advertising. The Internet
had already overtaken television as the largest advertising market. Websites often include
banner orpop-upads.Social networking sites don‘t always have ads. IN exchange,
products have entire pages and area ble to interact with users.Television commercial
soften end with a spokes person asking viewers to check out the product web site form
ore information. Print ads area lso starting to include barcodes on them. These barcodes
can be scanned by cell phones and computers, sending viewers to the product website.
Advertising is beginning to move viewers from the traditional outlets to the electronic
ones.

Leaks

Internet and social networking leaks are one of the issues facing traditional advertising.
Video and print ads are often leaked to the world via the Internet earlier than they are
scheduled to premiere. Social networking sites allow those leaks to go viral,and be seen
by many users more quickly. Time difference is also a problem facing traditional
advertisers. When social events occur and are broadcast on television, there is often a
time delay between airings on the east coast and west coast of the United States. Social
networking sites have become a hub of comment and interaction concerning the event.
This allows individuals watching the event on the west coast (time-delayed) to know the
outcome before itairs.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their
customers. However, organization must protect the information as well as closely watch
comment sand concerns on the social media they use. A flash poll done on 1225 IT
executives from 33 countries revealed that social media mishap caused organizations’
combined $4.3million in damages in 2010.The top three social media incidents an
organization faced during the previous year included employees sharing too much
information in public forums, loss or exposure of confidential information, and increased
exposure to litigation.

An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in
2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor’s they heard

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our new spring collection is now available online at [Kenneth Cole's website]".This
reference to the 2011 Egyptian Revolution drew objection from the public.

General Social Networking Statistics:

62% of adults worldwide now use social media

Social networking is most popular online activity, with 22% of time online spent on channels
like Facebook, Twitter and Pinterest

65% of the world‘s top companies have an active Twitter profile

90% of market recuse social media channels for business, with 93% of the serrating social
tools as―important‖

43% of marketers have noticed an improvement in sales due to social campaigns

72% of marketers who have worked in social media for three or more years said that
they saw a boost in turnover due to social channels (the longer you‘re working in it the
better you get)

91% of experienced social marketers see improved website traffic due to social media
campaigns and 79% are generating more quality leads.

The average time spent by market person social mediais1-5 hrs per week for those just
getting started and 6+ hours per week for those with 3+ years of experience

The most popular social networking tool for marketing is Facebook – being used by 92%,
followed by Twitter (84%), LinkedIn (71%) and blogs (68%)

LinkedIn is 4X better for B2B lead generation than Facebook and Twitter

Only 10% of market eraser actively monitoring social media ROI Only 22% of businesses
have a dedicated social media manager 23% of Fortune 500 companies have a public-
facing corporate blog

58% of Fortune 500 companies have an active corporate Facebook account,62% have an
active corporate Twitter account

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 47% of customers are somewhat likely to purchase from a brand that they follow or like

SWOT ANALYSIS: SOCIAL MEDIA

Strengths:
Large market reach or penetration and it‘s Very usefully our resetting up digital
engagement strategy (to new people, young people).Social media builds a conversation
and converse with others and build close networking bonds which share quick
information exchange. It lets you follow and connect with people/groups that interest you
– but are not necessarily your friends (as with Facebook). Authors, celebrities, co-
workers, colleges, organizations etc. The campaigns are generally Cost-effective in the
sense most of the platforms are free. They just demand time, there is a Human factor:
Your ―brand‖ becomes more HUMAN. Media exposure can be another strength of this.
WhileTwitteris in a strong market position in micro- messaging. Facebook is the only
real competitor here – and they attract users for different reasons. It helps to Build strong,
long term relationships through online social networking, at a faster pace than just relying
on traditional face-to-face networking and Get stone so publicity. The industry Has
develop recreating hundred soft application saroundits API.It is totally RSS- enabled.

Weaknesses:
Tough to train or convince management team/group members on social media principles
as Allot of―Why Bother‖ from most mainstream (i.e. Facebook users) people are there.
The industry has low retention rate. Only 40%.Lacks tools or resources to track and
monitor social media campaign results. There is concern about information leakage,
liability, security, and management also.

Effort vs results: Even if it is more measurable than other channels is difficult (especially
for small business operations) to balance the effort put on social media against the results
obtained Consistency: Engaging with your audience at a direct level means more efforts
in terms of keeping a consistent message/ corporate image

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 Making up for mistakes: The time-frame to correct errors that affect your audience
is less. Because you are heavily exposed ,your company has to take action more promptly
than if you weren‘t (especially if people are having conversations about your brand, you
will have to engage and clarify)

Blocked at many work sites: management sees it drops productivity; hurts bottom line

Opportunities:

• Creating/joining online presence on sites where the company currently doesn‘t

exist, Great opportunity for individuals and organizations to connect and
exchange information. It opens a New target or niche markets that are untapped:
students, the public.
• Partnerships with other groups, organizations, schools, government, etc
Penetration into a new geographical market quickly

• Recruitment of interested new members, students, public support and allows you
to build short and long-term relationships with prospects. It humanizes
the‗brand‘and makes the recruitment process more personal.

• Can gain deep insights into real-time trends, news, and all of us; ―be the pulse
often internet‖assaidby Founder BizStone

Threats:

Competitor is going after the same space or same audience with similar campaign and the
question also arises whether the current campaign sustainable, can it continue? There can
be threat of Attitudes on privacy: while lately it seems everyone is willing to share the
most intimate as well as mundane details of their life – there could easily be a backlash
against this trend.We‘veall heard of a few embarrassing stories about over-sharing online,
and a few high- profile examples might make people rethink their habits. Micro-messaging

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may just be a fad. There‘s nothing inherently awesome about 140 characters. It got too
much publicity in a short time.

May get burned out and getting dangerously spammy/porn spammy. The market doesn’t
have solid revenue model (future advertisements?)

Other social networking sites (MySpace, Tagged ,Friend feed ,identical, others) may grow
and steal market share and Acquisition by a bigger player (Google) may disappoint early
adopters and loyal users.

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Role of Digital Marketing in Business:
Creating and developing a website is important for any business. Along with having a website,
you need to expand your online outreach to social media platforms. Social networking sites
such as Twitter and Facebook are essential for maintaining a competitive edge. Companies that
do not have active social media accounts risk missing out on numerous marketing
opportunities.
Interaction with Target Market
One of the key advantages of social media for businesses is that it enables you to interact with
your customers. Going through the tweets and Facebook updates that are posted by your
customer base gives you insight into what they need. This is useful for helping your company
formulate marketing strategies that address their needs.
Improve Responsiveness

Social media eases the process of providing and receiving feedback. If your customers have
concerns or problems with what your business offers, they can let you know in a timely
manner. Social media gives customers a convenient and accessible way to express what they
feel and gives companies a chance to respond. With such platforms, businesses are able to
view complaints and assure their customers that their problems will be dealt with.
Competition

If your competitors are already using social media accounts for marketing and engaging their
customers, you need to ensure that you are keeping up with the digital marketing strategies
that are being implemented.

IN the competitive world of business, more and more companies are capitalizing on the
benefits of social media. In order for you to beab let boost online traffic to your site and
increase sales, you need to stay ahead of the competition while providing your customers with
the best products and services.

Effective Marketing

The social networking nature of platforms such as LinkedIn and Twitter generates interest
among followers who are more responsive to the mthanablatant marketing approach. You can
use social media creatively to advertise your products and services without making your
customers feel like they are overwhelmed by your marketing campaigns.
Advertisements strategically placed within informative post saran effective way to spread the
word about your business. Social media spreads awareness about your business while giving
you the chance to constantly remind them about the products and services that you offer.
Find Customers

Hashtags and keywords are useful for helping you identify potential customers who are
interested in what you are selling. After finding prospective customers, you can simply direct

them to your account where they fill out more about your business.
Affordability

Managing your social media accounts is a cost effective way to promote your business bu
using affordable social media marketing campaigns that strengthen your company’s online
visibility. Social media does not require an extensive budget, which makes it fair for small
businesses that are competing with well-known brands.
Database

DBA services provide service delivery solutions that are flexible enough to meet the diverse
needs of different companies. Emphasis is placed on the management and support of databases
from remote locations while catering to the specified needs of various customers. Services are
available for different database environments to provide a dependable, secure and expert
approach to database management.

Social Environment

A social networking forum efficiently creates a social environment for you and your customers.
Such a forum enables you to acquire important feed back regarding your business. Social media
serves the purpose of making it easier for consumers to find out and distribute information
about different brands, products and services.

A significant percentage of customers that relies on the internet to search for products have
discovered specific companies through social media. If the opinions and reactions of your
consumers matter to you, going social is necessary.

Informativ

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Social media is informative and gives you access to what your competition is up to as well as
what customers are posting online about products and services. This gives you better insight into
the market and various factors that affect your industry.

Online Presence

Social media has gradually evolved into an integral aspect of people's daily lives. From
sharing details about lunch to ranting about bad service, people discuss virtually every thing
about their lives. Several people visit social networking sites each day and businesses need to
maximize on their online presence.

Statistics indicate that the way people utilize social media and interact online influences their
purchasing decisions. With more consumers choosing to make their purchases online, their
approach to shopping has drastically changed. This makes it necessary for retailers to
incorporate social media and adapt to the changes that have affected advertising and marketing
in general.
Importance of Getting Social

Social media sites let you know what is popular. They also provide a platform for people to talk
about pertinent issues and what they prefer. Social media was initially personal but has
extended to the business realm. It plays an essential role in marketing strategies by increasing
traffic and serving as a part of your SEO strategy
Businesses need to work on theirs social skills and how they interact with their customers online
for the best results. Success in social media marketing involves being strategic and innovative.
Social media drives traffic with referrals and the additional advantage of taking up a
considerable amount of time spent online. Marketers are becoming increasingly aware of the
need to allocate time and resources to social media sites.
Communication and Branding

• Communication is vital for the success of any business and engaging your customers
regularly helps to enhance your image. Social networks allow you to interact and deal
with your customers on a personal level.
• When your brand gets involved in conversations, customers view it as approachable,
responsive and accessible. This type of exposure positively influences how you are
perceived and makes customers more receptive to the information that you share.

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 • Both social profiles and web sites can help improve your branding efforts. Your existing
and prospective customer base will be able to identify your brands' characteristics based
on how you interact on social media.

Social Media for Business Growth

A significant amount of social media activity is carried out through mobile devices. Make sure
that your social media strategy is compatible with mobile devices to guarantee a worthwhile
user experience. Social media sites continue to gain popularity at rapid ateandil it is important
for small and growing businesses to use them to advertise and market what they offer.

What is the Scope of Social Media in India?

The scope of social media in India is immense and increasing rapidly. It is the 10th biggest
economy and also has the 2nd largest population in the world. A survey in 2019, which includes
the top businesses admitted that 15-20% of their marketing budget is allocated for social media
advertising. From that, it is understood the importance of social media in brand advertising.

There will not be any person who doesn’t know what social media is. Isn’t it? But many
individuals may not know how it is important in digital marketing and how social media
marketing can enhance career growth. Based on the Statists analysis it is been found that the
number of users of the social network in India will be 258.27 million. It is a drastic rise from
approximately 168 million users in 2016.

India is encountering development in the number of mobileusers;regardless it contains just16

percent of the nation’s aggregate populace with access to the web. In addition, it is assessed
that India’s web clients will end up noticeably the world’s biggest web base, after China and
the US.

As smartphones and internet develop in the nation, more organizations will concentrate on
giving a consistent shopper involvement with promo offers, mobile updates, events and
contents based on the conduct and interests. Moreover, with the ascent of WhatsApp and
Facebook for organizations, brands will concentrate on additionally improving their advertising
efforts to speak with clients specifically where they are destined to be discovered i.e. on their
smartphones.

The normal Indian spends over 28 hours of the week online, which is a cause of immediate
access to a world of data and media readily available. For utilizing the web for different
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purposes in life, Indians will keep on relying more on Digital medium to search for item sand
associate with brands on the web. With the developing requirement for visual information,
brands will keep on relying on recordings and pictures which attract the population.

Social Media Marketing uses Apps, Smartphones, Email, Computers, and Social Networks to
associate and market message to the potential or existing clients. As more Indians interface
with each other through social stages, brands will use these stages to recount stories, catch
consideration and at last, pitch their products or services to individuals. From culture and
decisions to gender and orientation, the key parts of marketing a brand or a business will keep
on evolving digitally in lieu of the present circumstances and future industry trends.

There is no lack of TV, Radio, Outdoor and Print Marketing and Advertising in India and it is
more improbable that these customary mediums will go terminated at any point in the near
future. The scope of social media marketing in India will keep on benefitting from the
innovative, financial and social changes in the nation and Indian organizations should have a
strong marketing methodology set up to receive maximum benefits.

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Why is Social Media Marketing a Must for
Every Company?

• Internet, Internet Everywhere!!

As per statistics for the years starting from 1993 till 2015, internet usage by the world
population has been tremendously increased and now 40% of the population is using the
internet. i.e., 3.42 billion users.

It was less than 2% of the world population in 1995. Thus based on these statistics, it is a
compelling statement that the scope of social media marketing India will have a bright future
in the coming years.

• Audience Targeting

Traditional marketing was not able to target a specific audience with demo graphics and
details. Do you agree with this? Definitely, yes. The marketing of any product aimed at mass
marketing earlier. But today with the emerging trends of digital marketing ,the reareso many
personalized methods to target the audience.

• Smartphones Era

Every day, mobile phone users are increasing and as per the report by 2019, the number of
mobile phone users will be 5.07 billion. This year it is 4.77 billion users worldwide. Check the
difference within two years!! And most of the mobile phones now are smartphones that allow
customers to get connected with the business anywhere and anytime.

• High ROI with Less Cost

Social media marketing is a platform that provides high ROI with very less investment. This is
why many small and medium scale organizations rely on social media for their marketing
methods.

“Social Media Marketing (SMM) refers to processes that focus social networks and
applications to publicize brand awareness or to promote specific products”, states Techo pedia.

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Social Media Platforms :
What comes to mind when you talk about social media platforms? Facebook, Twitter,
WhatsApp, Google+, LinkedIn, YouTube and Instagram. Correct?

The ascent of social media is another important pattern that has been a standout amongst the
most per severing medium of Digital Marketing far and wide. From Face book and Instagram
to Snapchat and YouTube, the advertisers have begun making and distributing customized
content, stories and channels for entertainment as part of their marketing system.

With the brands having their own app and website which is not mobile-friendly specific, there
arises an overlap with those that have mobile-friendly site sandapps. This is because the brand
which has mobile-friendly sites indicates that they are specifically looking for a separate
channel of engagement. All the marketing channels of social media are popular but different
from each other in marketing through their unique models.

At present, India is the second-biggest client of Facebook and You Tube on thee art hand if this
pattern is to be accepted, traditional marketing mediums like TV, Print will soon initiate social
media marketing as being each brand’s pack of marketing cards.

1. Facebook

• Facebook has more than 2 billion active users per month and is one of the best media
to connect with friends and family through videos, posts, chats,etc.

• Marketing through Facebook builds trust and it motivates the users to site signup
instead of selling directly.

• The model of marketing through Facebook includes sharing videos, posts on a page,
promotion of page, location, interest and demography based targeting and paid model
for boosting pages and ads.
•
2. WhatsApp

• Months active users on WhatsApp exceeds 1300 million as it allows free instant
messaging (personal and group) with more privacy.

29
• It issue table for E-commerce, banks, individual service providers, travel and tourism
companies.

• It maps users’ behavioral data by using it as a data repository by Facebook. These are
then used by businesses to focus on relevant products to leads.
Partnerships with various businesses are allowed to communicate directly with users.

3. LinkedIn

• LinkedIn is a business networking site that has approximately 500 million users
monthly and includes professionals and corporate to connect with each other through
job postings and professional knowledge intimating.

• This platform is apt for corporate clients, B2B and small to medium-sized companies
to MNCs.

• Marketing models include boosting the post and top menu bards.

4. Twitter

• Twitter is a micro-blogging site to connect with the world through tweets below140
words and videos. It allows freedom of expression of reviews on present issues and has
approximately 328 million active users per month.
• This platform is good for skilled B2C and B2Bprofessionals.
• Brand image can be boosted with conversation and posts can be targeted using hashtags.

5. Instagram

• Instagram has more than 700 million active users per month and it is used for photo
sharing and is linked with Twitter, FB, and Flickr.

• This is accurate for local businesses, B2C, travel companies, lifestyle brands for
visualcontents, and showcasing the company’s picture through pictures.

30
6. YouTube

• This is one of the best video sharing platforms for local business, entertainment
business, and B2C companies which have 1.5 billion monthly active users.

• Marketing models include entertaining and educative videos to enhance engagement

and if the view is more, you will get more money.

7. Quora

• It is a social forum to ask questions and exchange answers for that with 100-200 active
users monthly.

• This will fit for education institutes, skilled professionals, teachers and professors asit
• can establish authority over a subject through knowledge sharing.

8. Google+

• 440 million active users. It help stop stand share blogs, follows a community
andconnects with friends.
• This is quite good for local businesses, B2B, B2C, and SMEs.

• Marketing model son Google+includesharing content to drive more traffic,

networking through Google hangouts.

31
 Some Social Media Tools For Marketers :

1. Social Drift

Used by McDonalds, Sprint and major industry influencers with millions of followers,
Social Drift is an Instagram marketer’s best friend. The platform automates Instagram
interactions, which help to organically increase follower count. Users just need to provide
SocialDrift with information about ideal Instagram followers, and the platform will use machine
learning to engage users through likes, comments and follows. Because of this engagement,
users will frequently follow accounts in return.

In time, Social Drift can dramatically increase the number of high-quality Instagram followers
through the platform’s Instagram bot, named Secure bot.

2. Buffer

Buffer offers a swift solution for businesses swamped by the multiple social media accounts
they must manage. The application innovates marketing by allowing individuals and businesses
to queue posts for their various accounts. Buffer works for several third-party extensions, in
addition to the regular line-up of social platforms.

Furthermore, the app boasts many powerful tools like photo editing, group collaboration and
detailed data analytics about social media performance. Essentially, Buffer can take a jumble
of social media accounts, organize them and in the process make marketing more manageable.

3. Sensible.

Are you a team managing social media for a lot of different clients? Sendible is the tool for you.
Sensible has unique inboxes for each brand, accessible by any member of your team, so
communication is streamlined. They also offer a content engine that suggests new material based
on the topics of your profiles and followers. In addition, calendars are fully interactive.
Who said teamwork has to be hard?

32
4. Mav Social

Mav Social is a management tool that focuses on graphics and videos for Facebook, Twitter,
LinkedIn, YouTube, Instagram and Tumblr. You can schedule or preview content to any orall
of those platforms. And if you’ve run out of content, simply reschedule. MavSocial also has
features for engagement analytics, collaboration, galleries, image database and campaign
creation. Choose from their 5 plans to get what works best for you.

5. Story heap

Snapchat’s introduction of Stories in 2013 has rapidly spread the feature across social media,
with many other platforms joining the trend to reap some of its benefits. Story heap is tailored
for the Story feature, allowing brands to manage their Story straight from the web.

In addition, Story heap offers in-depth analytics about the current and projected popularity oaf
brand’s Story. For now, the app is limited to Snapchat and Instagram, but support for other
platforms is in the works.

6. Unlash

Having high-quality content and images is crucial; after all, nothing drives away a follower like
poor quality. Unsplash is a database of gorgeous, high-resolution, watermark-free images that
are free for use. You can use the search engine, or browse collections like “Still Life” or “Photos
for Parent Bloggers.” Once you find an image you want to use, you can either download it or
save it in your own collection for futureuse. Unsplas hallow anyone to have high-quality, high-
resolution images.

7. Canva

Photo and video are highly influential on popular platforms like Facebook, Instagram and
Snapchat. Consequently, marketing teams are often pressured to produce beautiful visual sand
graphics to get attention and increase brand visibility.

Canva contains plenty of design tools, tutorials, templates and more, sousers have the
materialsto create almost anything they can conceive. With Canva, marketing teams with
limited experience can still generate stunning content and gather a larger following.

33
 8. N Tuitive. social

Marketers may often feel at a loss when it comes to conjuring up fresh content, but third-party
algorithms can always be of assistance. Tuitive. social combines detailed data analytics with
refined publishing and scheduling tools to ensure brands can consistently provide interesting
content.

With compatibility across more than 20 platforms, the app monitors discussion of the brand,
analyzes social media decisions and offers suggestions to increase audience engagement.
nTuitive.social acts as a social media multi-tool for businesses trying to revamp their marketing
strategy.

While many of the resources in this list work on multiple platforms, others excel with one.
Grytics, with its focus on Facebook Groups, is one such application.

The app gather saweal toxin formation from the posts and members of specific groups. It then
displays these statistics for businesses to manage these group sort ail or their strategies to better
suit audience interests. Businesses using Grytics can successfully get the most out of any
associated Facebook Groups.

10. Yotpo

On Instagram, consumers freely post pictures of brands and products they’ve engaged with.
Wouldn’t it be useful for marketers to be able to easily share these images of consumers using
their products and following their brands?

Yotpo makes this a reality. Its Social Curation feature collects posts relevant to a brand and
helps these businesses contact users for permission to use their post sin advertising. In addition,
Yotpo implements a Shop Now feature in Instagram, letting users buy products seen in their
feed.
11. Agorapulse

On the surface, AgoraPulseis a feature-heavy social media management app. Offering content
scheduling and message tracking, the app greatly increases the efficiency for any business active
on social media. However, its in-depth analytics and report-creation features make AgoraPulse
even more effective. With social media attracting so much traffic from marketing teams and
consumers alike, it would be helpful for marketers to be able to see how much attention certain

34
topics and types of content are getting without wading through piles of data. BuzzSumo’s data
analytics allows its users to do that, with minimal hassle.

Whether businesses need to measure their performance or just want to discuss their social media
traffic with one another, AgoraPulse offers more than enough tools.

12. Oktopost

Most businesses using third-party applications to enhance their marketing are seeking a
comprehensive boost to all their platforms. Oktopost’s features make this possible.

With powerful data analytics, post scheduling, content curation and discussion tracking, the
application allows businesses to increase their productivity, while at the same time pin pointing
any glaring weaknesses. Oktopost’s an invaluable resource for businesses trying to increase
their social media performance.

13. Quuu

Completely automated social media marketing is swiftly becoming a reality. However, there’s
still a place for hand-picked curations, which can resonate more with living, breathing
consumers. Quu offers that experience.
Businesses using Quuu first select their interests from over 300 categories. Then Quuu sends
user salis to fre commendations forty pes of content top stin order to represent those interests.
At that point, businesses can either manually post content or let Quuu take the wheel.
Importantly, all the content suggested by Quuu is hand-reviewed, meaning it has a better chance
of connecting with humans.

14. IFTTT

Most of the platforms in this list offer similar tools, like post scheduling and data analytics;
however, apps like IFTTT operate entirely differently. Running through platform-specific
applets instead of catch-all features, IFTTT offers a much more specialized approach to
marketing.

The app divides its applications into features specific to platforms like Google, iOS,
photography and more. Simply selecting a few of these applets automates their processes,
freeing up precious time for businesses.

35
 CHAPTER-2
INTRODUCTION TO THE RESEARCH PROBLEM

36
DIGITAL MARKETING TECHNIQUES
Social media marketing involves the use of social networks, consumer's online brand-related
activities (COBRA) and electronic word of mouth (eWOM) to successfully advertise online.
Social networks such as Facebook and Twitter provide advertisers with information about the
likes and dislikes of their consumers. This technique is crucial, as it provides the businesses
with a "target audience". With social networks, information relevant to the user's likes is
available to businesses; who then advertise accordingly. Activities such as uploading a picture
of your "new Converse sneakers to Facebook" is an example of a COBRA. Electronic
recommendations and appraisals are a convenient manner to have a product promoted
via"consumer-to-consumer interactions. An example of eWOM would be an online hotel
review; the hotel company can have two possible outcomes based on their service. A good
service would result in a positive review which gets the hotel free advertising via social media.
However, a poor service will result in a negative consumer review which can potentially harm
the company's reputation.

Social networking sites such as Facebook, Instagram, Twitter, MySpace etc. have all influenced
the buzz of word of mouth marketing. In 1999, Misner said that word-of mouth marketing is,
"the world's most effective, yet least understood marketing strategy" (Trusov, Bucklin, &
Pauwels, 2009). Through the influence of opinion leaders, the increased online "buzz" of
"word-of-mouth" marketing that a product, service or companies are experiencing due to the
rise in use of social media and smartphones. Businesses and marketers have noticed that, "a
persons behaviour is influenced by many small groups"(Kotler,Burton,Deans,Brown,
&Armstrong,2013).These small group rotates around social networking account that arerun by
influential people(opinion leadersor"thought leaders") who have followers of groups. The types
of groups (followers) are called: reference groups (people who know each other either face-
toface or have an indirect influence on a persons attitude or behavior); membership groups (a
person has a direct influence on a person's attitude or behavior); and aspirational groups (groups
which an individual wishes to belong to).
Marketer targeting fluential people on social media who are recognised as being opinion leaders
and opinion-form estrogens messages to their target audiences and amplify the impact of their
message. A social media post by an opinion leader can have a much greater impact (via the
forwarding of the post or "liking" of the post) than a social media post by a regular user.
Marketers have come to the understanding that "consumers are more prone to believe in other

37
individuals" who they trust (Sepp,Liljander,&Gummer’s,).OL'sand OF'scanalso send their own
messages about products and services they choose. The reason the opinion leader or formers
have such a strong following base is because their opinion is valued or trusted (Clement,
Propped, &Rott, 2007). They can review products and services for their followings, which can
be positive or negative towards the brand. OL's and OF's are people who have a social status
and because of their personality,beliefs,values etc. have the potential to influence other people
(Kotler, Burton, Deans, Brown, & Armstrong, 2013). They usually have a large number of
followers otherwise known as their reference, membership or aspirational group (Kotler,
Burton, Deans, Brown, & Armstrong, 2013. By having an OL or OF support a brands product
by posting a photo, video or written recommendation on a blog, the following may be
influenced and because they trust the OL/OF a high chance of the brand selling more products
or creating a following base. Having an OL/OF helps spread word of mouth talk amongst
reference groups and/or memberships groups e.g. family, friends, work-friends etc. (Kotler,
Burton, Deans, Brown, & Armstrong, 2013). The adjusted communication model shows the
use of using opinion leaders and opinion formers. The sender/source gives the message to
many,manyOL's/OF's who pass the message on along with their personal opinion, the receiver
(followers/groups) form their own opinion and send their personal message to their group
(friends, family etc.) (Dahlen, Lange, & Smith,2010).

The platform of social media is another channel or site that business' and brands must seek to
influence the content of. In contrast withpre-Internet marketing,suchas TV ads and newspaper
ads, in which the marketer controlled all aspects of the ad, with social media, users are free to
post comments right below an online ad or an online post by a company about its product.
Companies are increasing us in their social media strategy as part of their traditional marketing
effort using magazines, newspapers, radio advertisements, television advertisements. Since in
the 2010s, media consumers are often using multiple platforms at the same time (e.g., surfing
the Internet on a tablet while watching a streaming TV show), marketing content needs to be
consistent across all platforms, whether traditional or new media. Heath (2006) wrote about
the extent of attention businesses should give to their social media sites. It is about finding a
balance between frequently posting but not over posting. There is a lot more attention to be
paid towards social media sites because people need updates to gain brand recognition.
Therefore, a lot more content is need and this can often be unplanned content.

38
Planned content begins with the creative/marketing team generating their ideas, once they have
completed their ideas they send them off for approval. There is two general ways of doing so.
The first is where each sector approves the plan one after another, editor, brand, followed by
the legal team (Brito, 2013). Sectors may differ depending on the size and philosophy of the
business. The second is where each sector is given 24 hours (or such designated time) to sign
off or disapprove. If no action is given within the 24-hour period the original plan is
implemented. Planned content is often noticeable to customers and is un-original or lacks
excitement but is a loafer options avoid unnecessary backlash from the public. Bothroutes for
planned content are time consuming as in the above; the first way to approved it takes 72 hours
to be approved. Although the second route can be significantly shorter it also holds more risk
particularly in the legal department.

Unplanned content is an 'in the moment' idea, "a spontaneous, tactical reaction." (Cramer,
2014). The content could be trending and not have the time to take the planned content route.
The unplanned content is posted sporadically and is not calendar/date/time arranged
(Deshpande, 2014).Issues with unplanned content evolve around legal issues and whether the
message being sent out represents the business/brand accordingly. If a company sends out a
Tweet or Facebook message too hurriedly, the company may unintentionally use insensitive
language or messaging that could alienate some consumers. For example, celebrity chef Paula
Deen was criticized after she made a social media post commenting about HIV-AIDS and South
Africa; her message was deemed to be offensive by many observers. The main difference
between planned and unplanned is the time to approve the content.

39
 CHAPTER-3

NEED, SCOPE AND OBJECTIVE OF RESEARCH

40
NEED, SCOPE AND OBJECTIVE

NEED

Increasing competition, ever growing market, easy availability of the finances and increasing
population of young executives, with huge disposable incomes, over the past few years has
substantially increased the sales in the automobile industry. Also, the competition among the
dealers of the products has increased with each trying to maximize their customer base. This
makes it imperative for the dealers to provide the best of the services and exceed the customer
expectations to achieve customer delight and loyalty.

The study tries to understand the key service parameters and reflect upon the dysfunctional
areas, thus providing the dealer with an insight into the level of customer satisfaction and
changing trends of the customer expectations

OBJECTIVE OF THE STUDY

To study and understand the key service parameters using Customer Satisfaction and reflect
upon the low performing areas:

• To study about the customer satisfaction on the services provided by the dealers.
• To study the opinion of the customers regarding the availability and cost of spare
parts.
• To study the opinion of the owners of cars regarding its features like mileage, price
etc.
• To study the effect of advertisement on the customers to promote the product.
• To study the customer satisfaction with usage of their cars.
• To study the information resources that the customer using before purchasing the
car.

41
SCOPE OF THE PROJECT
The research measures the experiences of customers.

Defines and analyses the experiences based on key deliverables.

Gains insights into Customer expectations

Limitations:
The study is restricted in scope of owing to the following limitations:

Due to constraint of time only city of Hyderabad is selected and so it cannot claim to be a
comprehensive study of the population.

42
 CHAPTER- 4

REVIEW OF LITERATURE

43
1. https://itsoft.com/:

Solitaire Infosys Pvt. Ltd Pvt.Ltd. is a digital marketing agency which is fully
dedicated to learn and understand about your business. They have years of experience
in the fast evolving digital landscape for delivering quality digital marketing services
to our clients from diverse industry verticals. Our team of experts brings the
innovative business ideas that bring traffic and customers for our client’s websites.
Whatever wedo, we always measure, analyses or innovate the requirements with
proper knowledgeof Digital Marketing. They believe in giving results that are above
and beyond no matter what.

2. www.wikipedia.org:

Social media marketing is the use of social media platforms and websites promote a
product or service. Although the terms e-marketing and digital marketing are still
dominant in academia, social media marketing is becoming more popular for both
practitioners and researchers. Most social media platforms have built-in data analytics
tools, which enable companies to track the progress, success, and engagement of ad
campaigns. Companies address a range of stakeholders through social media marketing,
in clouding current and potential customers,current and potentialemployees, journalists,
bloggers, and the general public. On a strategic level, social media marketing includes
the management of a marketing campaign, governance, setting the scope (e.g. more
active or passive use) and the establishment of a firm's desired social media "culture"
and “tone."

When using social media marketing, firms can allow customers and Internet users to
post user-generated content(e.g., online comments, product reviews, etc.), also known
as "earned media," rather than use marketer-prepared advertising copy.

3. https://www.socialmediatoday.com:

44
 Creating and developing a website is important for any business. Along with having a
website, you need to expand your online outreach to social media platforms. Social
networking sites such as Twitter and Facebook are essential for maintaining a
competitive edge. Companies that do not have active social media accounts risk
missing out on numerous marketing opportunities.

Interaction with Target Market

One of the key advantages of social media for businesses that it enables you to interact
with your customers. Going through the tweets and Facebook updates that are posted
by your customer base gives your insight into what they need. This is useful for helping
your company formulate marketing strategies that address their needs.

4. https://avivdigital.in:

The scope of social media in India is immense and increasing rapidly. It is the 10th
biggest economy and also has the 2nd largest population in the world. A survey in
2019,which include the top businesses admitted that 15-20% of the marketing budget
is allocated for social media advertising. From that, it is understood the importance of
social media in brand advertising.

There will not beany person who doesn’tknow what social mediais.Isn’tit?But many
individuals may not know whom its important in digital marketing and how social
media marketing can enhance career growth. Based on the Statists analysis it is been
found that the number of users of the social network in India will be 258.27 million. It
is a drastic rise from approximately 168 million users in2016.

India is encounter in development in the number of mobile users; regardless it contains

just
16 percent of the nation’s aggregate populace with access to the web. In addition,
it is assessed that India’s web clients will end up noticeably the world’s biggest web
base, after China and the US.

45
5. https://www.forbes.com:
Some Social Media Tools For Marketers :
Used by McDonalds,Sprint and major industry influencer swith millions of followers,

Social Drifts an Instagram marketer’s best friend. The platform automates Instagram
interactions, which help to organically increase follower count. Users just need to
provide Social Drift with information about ideal Instagram followers, and the platform
will use machine learning to engage users through likes, comments and follows.
Because of this engagement, users will frequently follow accounts in return. In time,
Social Drift can dramatically increase the number of high-quality Instagram followers
through the platform’s Instagram bot, named Securebot.

46
 CHAPTER-5
RESEARCH METHODOLOGY

47
Title of Research
Project Report On Digital Marketing

Research Objectives
Research methodology refers to the systematic method consisting of enunciating
the problem, formulating hypothesis, collective facts or data, analyzing the facts and
reaching certain conclusion either in the form of solutions towards the concerned
problem or in certain generalization for some theoretical formulation.

Primary objective
To know the perception level of social media marketing
To know the awareness level of social media marketing
To know the maximum social activity done by industrialist
Secondary objective
To find out the budget spent on social media marketing by respondents
To know the social media marketing activities, which are used by respondents to
promote their product and service
To find out since how long the respondents are doing social media marketing
activities.
To find out how the respondents manage their social media marketing activities
currently
To find out reasons for not undertaking social media marketing activities To know
the readiness of respondents to switch over from traditional marketing to social
media marketing
To know the perception on flexibility of social media marketing
To know the perception of effectiveness of social media marketing to promote
business
To know the perception of cost of social media marketing

Research Design
The research design is Descriptive in nature. The research design is a blueprint for
fulfilling the objectives & answering the questions. Selecting the research design is
48
 complicated due to availability of large variety of methods,techniques,procedures,
protocol and sampling plans. So to understand and describe the current market
phenomena for Awareness and growth of digital marketing among the Consumers,
DESCRIPTIVE RESEARCH DESIGN has been applied in Quantities research. In that
CROSS SECTIONAL STUDY has been applied, as units are measured from a sample of
the population.

Sources of Data
Primary Data
The data which is collected from first-hand experience is known as primary data. This
data serves as the main source of data for any research based project work.
The data can be collected in many ways as mentioned below:

Questionnaires
Personal Visit,etc.

Secondary Data
Secondary data consist of published material, or another reference material which can be useful in the
particular project. The source of secondary data are many such as, Research paper, internet. In our
survey, we have collected information from websites

Collection Method
The data collection method used in this research is survey method. Here the data
are systematically recorded from the respondents. Face to face normal interviews
were done for data collection. At the end of the questionnaire the visiting card of
respective respondent was taken for reference purpose. Questionnaire is been
used as formal of research instrument and it is the interviewer Administered.

Sample

Our sample is industrialist of Delhi-NCR region. We have conducted a survey of

100 samples to know the awareness and perception of Social Media Marketing.

Sampling Method
In our study, we had used judge mental sampling method as our sample was
decided on the basis of two criteria. 1) Sample selected must be from geographical
area of Delhi NCR. 2) Sample must have industrial business & doing marketing of
their product &services.
49
Data Collection Instrument
For the collection of data, we have used Structured Questionnaire.

Limitations of Study
Our Study was limited to Delhi-NCR only.

50
 CHAPTER-6
DATA ANALYSIS & FINDINGS

51
RESPONSES

1. Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
building, promotions?

Options Number of responses Percentage

Yes 81 90%
No 9 10%

Social media has taken over the world in every sense. In the field of marketing,
advertising, brand building, promotions social media is the most sought after method
adopted by entrepreneurs’ young and old. 90% people agree with it but 10% of them
still believe in the traditional way of marketing.

2. Which is the most effective solution for brand promotion?

Options Number of responses Percentage

Social Media 66 73%
Print Media 24 27%

52
Marie Swift suggests that placing an advertisement in the print media is not the best
solution for brand promotion. The problem with traditional mass advertisingaccording
to Marie is that, these media appeal to a wide range of people whom a not even be
interested to know who we are.73% of the people agree with it while rest is still thinking
print media has its own significances. Someone said “print media is the only media
which has the highest reach sit is read by the old and young population.”

3. Do you think social media marketing will help the firms to find their
potential customers?

53
 Maybe

Options Number of responses Percentage

Yes 63 70%
No 9 10%
Maybe 18 20%

Promotions and brand building must be done with people whom we think are potential
customers for our business. This can be achieved by channelizing a greater part of
promotion and advertising budget for activities such as networking, volunteering,
hosting events and so on. Out of these methods, networking is the best that suits the need
of the time. With the technological advancements in today’s world, it is fairly easy to be
connected with the outside world with the help of social networking sites. Yes, most of
the people agree with it.
4. Which social networking site are you most familiarwith?

54
 Number of responses Percentage
LinkedIn 18 20%
Facebook 24 27%
Twitter 6 7%
YouTube 15 17%
My Space 3 3%
Most of the above 24 27%

In today’s world there are many social networking sites which are helpful for the mass
marketing. The objective of this question was to find the website which is the most
popular one. Most of the people are familiar with Facebook, LinkedIn then YouTube.
Many of them are familiar with most of the social networking sites.
5. Do you think the relative cost is much lesser as compared with traditional
advertising?’

55
 Options Number of responses Percentage
Yes 51 57%
No 24 27%
Depends 15 17%

More than 50% people think relative cost is much lesser as compared with traditional
advertising while more less than 30% think it is not. The studies say that the relative cost is
lesser as compared the social media marketing with traditional advertising.
6. Is social media help fulfor B2B firm sin generating new sales/clients?

Options Number of responses Percentage

Yes 57 63%
No 15 17%
It depends how reputed the 18 20%
firm is.

56
Social media helpful for both B2B and B2C firms in generating new sales/clients. 63%
of the people agree with it. While others think in B2B everything is taken place in a
formal way so it’s not possible to generate new sales through the social media.
7. “Social media can be effectively used for various B2C clients to increase
sales.” Do you agree?

Partiall
y

Options Number of responses Percentage

Yes 63 70%
No 9 10%
Partially 18 20%

70% of the people agree with this because most of the people are familiar with social
networking sites and they frequently visit these sites.

57
 8. Which one do you think is the most effective social networking site for
online marketing?

LinkedIn

Twitte
r

Facebook

Options Number of responses Percentage

Twitter 21 23%
Facebook 60 67%
LinkedIn 9 10%

It shows that most of the people are familiar with Facebook in comparison with other
sites like Twitter and LinkedIn. Cab providers like Ola Cabs and Taxi For Sure are more
active in Twitter than Facebook. So it depends on different industries.

58
 9. Do you follow your favorite brands on social networking sites like
Facebook, twitter and LinkedIn?

Options Number of responses Percentage

Yes 78 87%
No 12 13%

Most of the people do follow their favorite brands in Facebook and twitter to know
about their offerings and all.

10. If yes, why do you follow them?

Number

15
24

51

Just because you like those brands You’re very keen to know about
their new offerings. To know how well they are in marketing.

27% of people follow their favorite brands just because you like those brands. 57% are very
keen to know about their new offerings while 17% follow to know how well they are in
marketing.

59
 CHAPTER-7
CONCLUSION & SUGGESTIONS

60
CONCLUSIONS
Social media is working more as a search engine these days because people trust people
rather trusting companies. Also people think that it would be cheaper to buy from the
people directly rather than going to the company website. Hence, an area of interest is
searched on a social media and concerned people are found and communicated with.
Social media marketing creates a positive effect on many business markets such as
financial institutions, travel and tourism businesses, retail businesses, knowledge
businesses, entertainment industry, and so on. Since the process of social media
marketing saves money, time and is highly engaging and interesting social media
marketing seems to be the next big thing to hit the world as a whole.

One of the biggest advantages of social media marketing as opposed to traditional

advertising is that potential customers can be precisely targeted. For example, in
Facebook, if a person species that his area of interest is interior designing; his home
page would have advertisements of interior designers on it. Thus, it doesn’t seem to be
a hassle for the customer because they would definitely want to see those
advertisements. As for the business owner, he/she needs to pay only if a person clicks
on his/her advertisements. Thus it is a win- win situation for both the business owner
and the customer.

Similarly small business start-ups should utilize the endless opportunities provided by
social media sites such as Facebook, Twitter and LinkedIn. The biggest advantage for
small business start-ups is that the amount of money to be spent on advertisements can
be massively cut down and brand building can be done effectively. As in LinkedIn which
is customizable, more than one products being sold by the same company can also be
marketed. This works perfectly for B2B clients who cater to more than one product from
the same verticals.

In fact social media sites themselves are changing at a fast pace to keep up with the
marketing trend that is present today. Though LinkedIn was started for professional
networking, it has added much functionality recently which makes it an attractive
platform for business development.

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Suggestions
From this report it can be concluded that social media presence is inevitable in the
coming years. Not only that social media is useful as a marketing tool, it has become the
order of the day to be present in social media. Therefore this report recommends all kind
of businesses- small scale, large scale, business to business clients, business to consumer
clients, manufacturing industries and so on to be actively present in the social media.
An important fact to be kept in mind in this context is that most social networking sites
have a cyclic growth. It starts from minimum, attains a maximum and goes down to a
minimum again. Thus, this is the perfect time to invest time and resource in popularsocial
media sites such as Facebook, Twitter and LinkedIn. Owing to the relatively smallamount
of investment, it is not a high risk investment as the usage of social media will come to
a minimum only gradually.

In comparison with traditional advertisements, social media marketing caters to a more

focused group of people and thus can yield better results. This diesel not mean that
companies should stop using traditional media and start using online and social media
alone for advertisements. This may result in disastrous results. An important thing to be
kept in mind is that when we say one in every seven people are on Facebook, there can
be millions of duplicate accounts and almost half of the total number of accounts is not
being accessed every day. This limits the chances of meeting new prospects and thereby
causes a hindrance for generating new business leads. Also still the remaining people of
the world are relying on traditional media which means that we can’t ignore them.
Therefore the best solution is to combine both traditional and social media for marketing
(Wilbarger, ). This will bridge the gap between those people who are active on social
media sites and those who are still relying on traditional media. Companies must be
careful in selecting particular adverts for particular media. A company which sells
clothes may have to rely on social media for advertising their clothes for people of the
age group 15-50 whereas they still have to depend upon traditional advertisements like
TV, radio and print media for the rest of the age group population. Thus effective
combination of social media adverts and traditional adverts well-regulated better results.

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 BIBLIOGRAPHY

Websites

1. www.wikipedia.org
2. https://www.socialmediatoday.com
3. https://avivdigital.in
4. https://www.forbes.com

5. http://www.academia.edu/

6. http://www.studymode.com/

7. http://www.itsoft.com/

8. https://www.bluecorona.com/

9. http://businessdirectories.com/

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 ANNEXURE
QUESTIONNAIRE

Dear Respondent,

We are students of Chandigarh Group of Colleges Jhanjeri, Mohali. As a part

of our curriculum, we are preparing a research project on the title,
“Fundamentals of digital Marketing”. For fulfilling the research
requirements we request you to answer the following question and help us in
our work. We ensure you that the answers given by you will be kept
confidential & use for academic purpose only.

1. Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
building, promotions?
#Yes #No

2. Which is the most effective solution for brand promotion?

#SocialMedia # Print Media

3. Do you think social media marketing will help the firms to find their potential
customers?
#Yes #No #Maybe
4. Which social networking site are you most familiar with? #LinkedIn
# Twitter # My space #Facebook # Most of the above
# YouTube
5. What are the geographic scope of your market’s target?
` #Regional #Local #National #International #Regional

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6. Do you think the relative cost is much lesser as compared with traditional
advertising?
# Yes # No # Depends

7. Is social media helpful for B2B firms in generating newsales/clients?

# Yes # No # It depends how reputed the firm is.

8. “Social media can be effectively used for various B2C clients to increase sales.”
Do you agree?
#Yes #No #Partially

9. Which one do you think is the most effective social networking site for online
marketing?
# Twitter # Facebook # LinkedIn

10. Which of the following is the correct depiction of digital Marketing?

# E-mail Marketing
# Social Media Marketing
# Web Marketing
# All of the above

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