Project report on- "A study of digital marketing services"

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A PROJECT REPORT
ON
“A STUDY ON DIGITAL MARKETING SERVICES WITH RETURN ON
WEB” AT RETURN ON WEB
BY
SHIKHA NAGAR
(MMM) (2013 – 2015)
IN PARTIAL FULFILLMENT OF
(MASTERS IN MARKETING MANAGEMENT)
SAVITRIBAI PHULE PUNE UNIVERSITY
M.A.E.E.R s MIT SCHOOL OF MANAGEMENT
PUNE : 411038

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Certificate
This is to certify that Mr. / Ms /Mrs. Shikha Nagar of MAEER’s MIT School of
Management has successfully completed the project work titled “A study of Digital Marketing
Services with Return on web at return on web” in partial fulfillment of requirement for the
award of Masters in Marketing Management prescribed by the University of Pune.
This project is the record of authentic work carried out during the academic year
2013-14.
Mrs Archanan Singh Dr. (Mrs) Sayalee Gankar
Internal Project Guide Director MITSOM

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DECLARATION
I, Ms Shikha Nagar hereby declare that this project is the record of authentic work carried out
by me during the academic year 2013-14 and has not been submitted to any other University or
Institute towards the award of any degree.
Signature of the student
(SHIKHA NAGAR)

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ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my guide Mrs.
Archana Singh for his exemplary guidance, monitoring and constant encouragement throughout
the course of this thesis. The blessing, help and guidance given by him time to time shall carry
me a long way in the journey of life on which I am about to embark.
Lastly, I thank almighty, my parents, brother, sisters and friends for their constant
encouragement without which this assignment would not be possible.

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CONTENT
S.No Title Page No
1. Executive summary 1
2. Introduction 2-3
3. Company profile 4-10
4. Literature review 11-14
5. Scope of the study 15
6. Objective of the study 15
7. Research methodology 16
8 Digital marketing
-Introduction
-Digital marketing channels
-Business development process
17
18-26
27-33
9. Content writing 34-45
10. Face book generic posting 46
11. Directory submission 47
12. Research problem 48
13. Findings 49
14. Conclusion 50
15. Management learning 51
Bibliography

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EXECUTIVE SUMMARY
The project work is pursued as a part of MMM (Masters in Marketing Management) Curriculum at “MIT School
of Management, Pune”. It is under taken as a internship at Return on web, Pune. The project is done under
expert supervision and guidance of Mrs. Archana Singh (Lecture in Marketing) and Mr. Ruturaj (VP ,
Business Analyst at Return on web). The Project is about the study of online marketing opportunities for different
sectors.
At Return on web, initially I was imparted process and service knowledge. I was given sufficient time
to know about the services and what company doing.
The main aim was to understand online marketing emergence and generating leads. I was provided with database
and had to make cold calls from the data and also ask to make database of other sectors. Company activity was
also one of the major sources for generating business. Initially my company guide even accompanied me to the
clients place. Main objective was to know the need of the customer and how to fulfill that in the best way through
online.
Thus it gave me the opportunity to learn about all the services and with the range of services Return on web
offered it made the task a bit easier as we could fulfill the need of the customer in a better way. My task was
divided in 4 phases:
1. Services knowledge: This included the theoretical knowledge about the field and services which needed to be
marketed.
2. Pitching in real estate and fitness sector: This included the implementation of the knowledge imparted to me
and the test of my marketing skills. Initially I was accompanied by company guide so that I can learn how to deal
with the customers and understand their need. This also enhanced our interpersonal skills and confidence level.
3. Research part: Research is done for making new sectors database like hotels, spa, and fitness.
4. Writing: This included content writing for different sector teaser E-mailers

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INTRODUCTION
To begin with, as a part of the curriculum a summer internship programme was to be conducted
for a period of two months. Given a choice one was allowed to choose the field in which he/she
was interested. As my interest and curiosity was in online or digital marketing I choose to work
with a startup company named Return on web. Return on web is three year old Pune based online
marketing & web development firm focused on providing you business-centric strategic
solutions to the companies. I choose the startup company because with start I can explore myself
and why digital marketing? Because it is booming industry, the growth of digital marketing is
tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media). The company asks me to do their
competitive research and told to found return on web USP. And research of our target segments
digital habits. With the help of the research we got a flow of what are the major criteria’s we
need to have. One had to identify various sectors in the market that actually have a need of
digital marketing services. And then your task is to approach them before your competitors.
Digital marketing startup companies follow a standard process of approaching clients. There are
certain steps which cannot be altered or skipped. These are followed in sequences and executed
after evaluating the process again and again. In digital marketing your team should be strong
enough to deliver what your client expecting, as under digital marketing everyone work is
interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web advertising. A
review of Research papers, articles is undertaken to take note of and acknowledge work that has
been done in the field of web advertising as such. The Researcher has collected secondary data
from reputed Journals and Magazines, Newspapers, articles, Internet websites and Archives. The
Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The researcher has identified seven
research papers along with thirteen articles published in renowned journals on various topics

such as Web ad, Web based ad market, E-commerce impact, trends of online marketing,
consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new terminologies
of digital marketing, corporate world etc. The project contain the task which has been done by
me during my internship as well as what I have learnt from it.
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COMPANY PROFILE
Return on web is three year old Pune based online marketing & web development firm focused
on providing you business-centric strategic solutions to give you the competitive. Return on web
is positioned at innovation, creativity, knowledge and technology to achieve your business goals.
Vision
Our vision is to set the high standards for Digital marketing & Technology around the world
across all industries through hard work, innovation and creativity until the preferred outcome is
achieved.”
-

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WHAT WE DO……………..
These imperatives are enabled by a portfolio of cross-industry capabilities, brought together in
three integrated service lines.
Digital Marketing
Rethink your digital business
strategy, create and integrate
digital operations and
processes to deliver the
customer value proposition
Online & Mobile based learning
Services
Provide content digitization, online-mobile
assessment tools, LMS,
Compliance management system,
rapid authoring tools and articulate.
Web innovation services
Evolve and transform your business
processes to gain competitive
advantage and enter new markets.

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Digital Marketing
Trusted consulting for end-to-end improvement
Online & Mobile based methods of Assessment & Learning:
Gain insight. Optimize outcomes.

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Web Innovation Services:
Web technologies to drive industry leadership

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HOW WE DO ………………………..

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WHY ROW????????????

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MAJOR CLIENTS OF THE COMPANY

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LITERATURE REVIEW
1.J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
“Impact of E-commerce on marketing”.
Marketing is one of the business function most dramatically affected by emerging information
technologies. Internet is providing companies new channels of communication and interaction. It
can create closer yet more cost effective relationships with customers in sales, marketing and
customer support. Companies can use web to provide ongoing information, service and support.
It also creates positive interaction with customers that can serve as the foundation for long term
relationships and encourage repeat purchases.
2. Neelika Arora 32has published research article entitled “Trends in Online Advertising” in
advertising Express, Dec2004.
The global online advertising revenues are expected to touch US $10bn by 2006. In India, the
revenues at present are estimated to be Rs. 80 cr. and are expected to increase six times more
within the next five years.
In India, Internet as a medium is accepted by a wider industrial segment that includes
automobiles, telecom, education, banking, insurance, credit cards, FMCG (Fast Moving
Consumer Goods), apparel/clothing, durables, media, business services and tourism. Out of these
, it is estimated that the banking, FMCG and insurance sectors together account for 45% of the
total advertising spend. In comparison to this, automotive, travel and retail spend 37% of the
total advertising revenue and financial service companies spend 12% only. Some of the top
spenders in India are automobiles, followed by brands like Pepsodent, Kelloggs, Cadbury, HDFC
(Housing Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the
early adopters in the field of finance and IT are also increasing their spending. Globally, the
trend is that almost 60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft,
AOL(America Online Launchers), and Overture. Approximately, 90% of the Goggle revenues
come from advertising. In India, portals like indiatimes.com, exchange4media.com,
rediffmail.com, agencyfaqs.com etc are attracting major online spender.
This article explains demographic profile of Indian users. It also gives the comparison between
global trend and Indian trend, which is useful for my research work.

3.Sumanjeet37 has published article on “On Line Banner Advertising”- in Indian Journal of
Marketing.
Online banner advertising has great potential as an advertising medium. It is easy to create, place
and use. It offers companies targeting well educated, innovative, affluent males/females or
students with great potential for success as their segments are highly represented.
4.Nicholas Ind , Maria Chiara Riondino36 have originally published their article inthe
Journal of Brand Management in September 2001. The title of this article is “Branding on
the Web: A real Revolution?”
In this paper difference in corporate attitudes to the Web are discussed and conclusions as to the
way in which branding practice and theory are affected by the new technology are drawn. This
article explains the Web is both a distribution and a communications channel that facilitates
interaction community building, openness and comparability.
5.Jaffrey Graham45 has published his article entitled “Web advertising’s future >>> e
Marketing strategy”
Morgan Stanley Dean Witter published an equity research report analyzing the Internet
marketing and advertising industry. The report studies research from dozens of companies and
calculates the cost and effectiveness of advertising across various media. Branding on the
Internet works. For existing brands, the Internet is more effective in driving recall than
television, magazines, and newspapers and at least as good in generating product interest.
6.Advertising in social media: How consumers act after seeing social ads. Adapted from
Nielsen (2012: 10).
Social media has not only changed how people communicate online, but it has also changed the
consumption of other media too. Online social connections are used to filter, discuss,
disseminate, and validate news, entertainment, and products for consumption. (Ryan 2011: 15)
The next chapters will explain more about each of the world’s current most widely used social
medias. There are, of course, many other social networks and applications (apps) available but
considering the study, the focus is on the main medias.
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7. Victor Van Valen has published article “Is Your Marketing Smart”
Today advertisers not only need to cater to and directly pinpoint a precise targeted audience, but
they need to customize their advertisements as well. In web media, you have an idea of who will
see your ads, and it create an impact on your audience. For example, you know Femina
Magazine would be great to target women so you can promote your new beauty product in this
magazine. But when it comes to online venues, how can you target the right audience when
millions are browsing?
8.Vikas Bondar has published his article on “sales and marketing strategies”
Internet is a really good thing. The Internet gives people a greater amount of information as we
need. It is the best way to get a comparison of the products that we need. If we are interested in
buying, it is best for us to check the Web sites. Also if we would like to make our own Web page
we can do this, without paying a lot of money. From where do we set all this information? The
answer is from advertising, which we see, everywhere: on TV, on the Internet, in the newspapers
and more. Year after year we get more and more new, interesting information and in the future
the Internet use will increase more than now.
This article explains how internet is useful tool for advertisement
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Digital marketing:
According to Garder’s survey (2013), the top priority in digital marketing investment will be to
improve commerce experiences through social marketing, content creation and management and
mobile marketing. Key findings also revealed that a companies’ marketing success relies mostly
on their website, social marketing, and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be reinvested elsewhere.
Normally, companies spend 10 percent of their revenue on marketing and 2.4 percent on digital
marketing, which will increase to 9 percent in the future.
Content Market:
Brogan(2008) and Ferguson (2009) urge content marketing is not any other thing, but that is“ a
marketing technique of creating and distributing relevant and valuable content to attract, acquire,

and engage a clearly defined and understood target audience -with the objective of driving
profitable customer action”. Going by that idea Pulizzi defines (2008) content marketing as “the
art of understanding exactly what your customers need to know, and delivering it to them in a
relevant and compelling way to grow your business”.
Content marketing is creating rich contents targeting potential audience and sharing via content
marketing platforms to inform, educate them without selling. Thus, content marketing is
expanding by answering customary issues with the right kind of content in front of the right kind
of audience.
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Content marketing communication strategies
Pulizzi (2008) highlights a good content marketing strategy is ways in which to understand
problems and concerns of customers and offering best solutions and to transferring trusted
knowledge.
Marketing communication strategies are very important nowadays than before. An optimized
informative content can connect with customers and enabling them to interact with. Therefore,
effective and efficient content marketing strategies will influence customer’s positive interaction
with a product and service even it will increase investment of returns.

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SCOPE OF THE STUDY
This study aims at studying client servicing and business development process. It is a continuous
process followed by six steps which are important that their level.
This study helps me to get the reality check of a market where actual comparison between the
classroom knowledge and the real situation can be done. By just learning theory and facing
actual situations it concepts and practices might vary. The study helps to understand the different
concepts of digital marketing, but while implementing it might differ from situation to situation.
This study helps to understand and know how to deal with different kinds of customers or a
clients and how to make an impressive online campaigns.
OBJECTIVE OF THE STUDY
 To study the role of digital marketing in Return on web.
 To study the different criteria of digital marketing services.
 To analyze the approach which help them to get more business?
 To know how to pitch a client while meeting basically how to talk, what to talk, how to
make client engage in your conversation.
 To know the right way of writing a proper content for the E-mailers.
.
 To study the growth of Digital marketing.

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RESEARCH METHODOLOGY
The descriptive research design is used for analyzing and studying the process of Business
Development. It is very simple & more specific than explanatory study.
The descriptive study is a fact finding investigation with adequate interpretation. The descriptive
study aims at identifying the various characteristics of a problem under study. It reveals potential
relationships between variables and also setting the stage for further investigation later. The
results of such research are not usually useful for decision making by them, but they can provide
significant insight into a given situation. Although the results of qualitative research can give
some indication as to the ‘why’, ’how’ and ‘when’ something occurs, it cannot tell us ‘how
often’ or ’how many’.
As the research conducted was observatory there was no questionnaire and hence no sample size
or data interpretation was to be done.
Data Sources:
Primary Data: -
It is a firsthand data which is collected by you only. The different way of collecting primary data
is personal interview, questionnaire, survey etc. As my project is descriptive study there is no
primary data collected as such.
Secondary Data:-
Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies.
To meet the objectives, the study used qualitative research. The descriptive study was done
through review of existing literature that helped in validation and extraction of the important
variables and factors. Data was collected from secondary sources. Secondary sources were
magazines, websites, books, office executives, and company data

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DIGITAL MARKETING
Meaning:
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

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DIGITAL MARKETING CHANNELS
1. SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic search,[1]
news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content,
HTML and associated coding to both increase its relevance to specific keywords and to remove
barriers to the indexing activities of search engines. Promoting a site to increase the number of
back links, or inbound links, social book marking, directory submission is the another SEO
tactic.
SEO OR
ORGANIC

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

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3. SMM (Social Media Marketing)
Social media marketing is the process of gaining website traffic or attention through social
media sites.
Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it across their social networks. The resulting electronic word of
mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand or company.
When the underlying message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or company itself,
this form of marketing results in earned media rather than paid media.
Engagement
In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to express
and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to successful social media
marketing.

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Facebook Marketing
Facebook is the world's most popular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform -- and you
should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand on Facebook.
Face book marketing requires a good intellects and unique thinking to make the campaign
effective.
So what we have today!!!!
In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.
Thumb rules:
 Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it more
attractive
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for
 Analyze what works, and what doesn’t work: Face book Insight. Edge Rank. Social
bakers

Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same
time. Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience
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So what we have today!!!
The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations
around a specific topic. Clicking on a hashtag takes you to search results for that term.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username of
whomever you want to mention in your Tweet, and it will appear in the Mentions section (in the
Connect tab). All @username mentions are clickable and link back to the mentioned individual’s
profile.

3 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is
public, and will show up in your home timeline and the timeline of the person to whom you are
responding. The reply will also be visible in the home timelines of people who follow both you
and the person to whom you sent
the reply. Meaning, someone not in the conversation has to follow both of the people replying to
be able to read both sides of the conversation.
4.RETWEET
You can pass along someone’s Tweet by retweetingit. Just hit the retweet button to send the
original message to all of your followers.
5 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box and
it will automatically be shortened to 19 characters. This makes it easier to fit long URLs into the
140 character limit.
6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving something that’s
really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and reciver
should be following each other
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Thumb rules:
 Remember, you just have 140 characters to play around. Compose your message within
120 characters or less and leave atleast20 characters so that others can re-tweet (RT).
 Utilization of # hash tags Tweets with hash tags get twice the engagement of those
Create a list of #Hash tags relevant to your brand Build a campaign around those #Hash
tags and invite followers to re-tweet.

 Posts with images have double the engagement of those without even though users can’t
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see them until they click on them. It creates an interest among the audience.
Linked in Marketing
LinkedIn is the world's largest social network for professionals. With over 161 million registered
users in more than 200 countries, more than two million companies have created LinkedIn
Company Pages to vie for their attention. If you are in B2B business this platform is very useful
for you to connect with companies directors and marketing person.
Pinterest
It is a visual discovery social network. It is a way of sharing images of anything,from fashion to
pets to pot plants. You can crete your own online pinboards to suits any theme and share ot with
likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hitwise.

How brands can use pinterest
Pinterest does not encourage product pushing, this means brands must look at crating boards that
are culture and lifestyle related. You can create boards on trends, behind the scences, preliminary
sketches for products etc.
Instagram
Instgram, the new revolutionary photo-sharing program, making it easier that ever to share your
best pictures with the world. The social media program allow you to upload, add digital filters,
and then post your pictures on your Instagram-feed, as well as other social networking sites. You
can connect your Instgram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your
email account. This makes it easy to share your pictures on multiple platforms all at once.
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Google +
Google has described Google+ as a "social layer" that enhances many of its online properties,
and that it is not simply a social networking website, but also an authorship tool that associates
web-content directly with its owner/author. It is the second-largest social networking site in the
world after Facebook. 540 million monthly active users are part of the Identity service site, by
interacting socially with Google+'s enhanced properties, like Gmail, +1 button, and YouTube
comments..In October 2013, Google counted 540 million active users who used at least one
Google+ service, of which 300 million users are active in "the stream".
You tube
YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet
after Google, who owns YouTube. YouTube video watching is a significant activity on the
Internet, with over 1 billion visits to YourTube daily and over 100 million videos watched daily.
And it's easy for anyone who sees your video to rate it and share it with his Social Network.
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2. ODA (Online Display Ads)
Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.
3. ORM (Online Reputation Management)
Online reputation management coined by the public relation. Basically ORM is a process
include-
 Undertake the comprehensive research and analysis the online content.
 Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

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4. MMT (Mobile Marketing)
Mobile marketing is marketing on or with a mobile device, such as a smart phone Mobile
marketing can provide customers with time and location sensitive, personalized information that
promotes goods, services and ideas.
5. EMT (Email Marketing)
It usually involves using email to send ads, request business, or solicit sales or donations, and is
meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists
or current customer database

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BUSINESS DEVELOPMENT PROCESS FLOWCHART
It is a standard Business Development process followed by the company and ask me to follow, it
is basic process followed by every startup company in order to approach a clients initially.
Sometimes they may send teaser E-mailer of a similar domain to the clients before approaching
them.
1. Market
Analysis and
Market Research
2. Database
Creation of
clients
4. Fixing meeting 3. Cold Calling
5. Proposal
Making for
Clients
6. Project Closure

PROCESS 1 – MARKET ANALYSIS AMD MARKET RESEARCH
Market research is any organized effort to gather information about target markets or
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customers. It is a very important component of business strategy.
The first step of business development process is to know your target audience well before
approaching them. The main objective behind the market analysis and research of target
audience is to know their online presence and how active they are on web. Market research also
helps to estimate the online marketing opportunities of different sectors over the periods. The
intense research is required while studying the online habits of different sectors keeping
competitors in mind.
The proper market research make your task easier while talking to clients as you know about
them well in advance, which help you to answer their question. And can better explain the clients
how they can use web as a medium of approaching the customers in a short span of time.
Market Research includes research about the different sectors. Currently we are targeting on
Travel, Real Estate Sector, Education sectors, Fitness, jeweler in Pune. It includes study of
digital habits of the target sector, their online presence, their online need, etc.
After market research comes the database creation.

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PROCESS 2 – DATABASE CREATION OF CLIENTS
The second step is database creation; once the market is analyzed the database of sector is
created for a company treasure for future.
Database creation includes recording the details of the clients like company details, their online
presence, concerned person from marketing department and their contact details.
During my internship I have created almost six different sectors database as company wants to
target different sectors for exploring themselves.
NOTE – The complete detail of a database can’t be disclose as per the
company’s policy

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PROCESS 3 – COLD CALLING
Cold calling is the sales process of approaching prospective customers or clients—typically via
telephone, by email or through making a connection on a social network—who were not
expecting such an interaction. The word "cold" is used because the person receiving the call is
not expecting a call or has not specifically asked to be contacted by a sales person. A cold call is
usually the start of a sales process generally known as telemarketing.
The next step is cold calling. It includes contacting the concerned person, explaining him/her in
brief about the organization, conveying that person how digital marketing is helpful for their
organization to achieve online presence, traffic, leads and branding.
My company guide shared a call script with me and also explained me how to talk, what to talk,
the way we should talk to concern person. He also explains how to get a concern person number
(director or marketing person) from the office people.
The main objective of cold calling is to fix the maximum meetings with a concern person so that
further points can be discussed in detail with them.
Cold calling is a first interaction with a concern person and everyone knows first impression is a
last impression. He taught me the way how first impression is made.
During my internship total numbers of calls made by me was 82, calls to real estate sector and
fitness sector.
NOTE- The details of calls can’t disclose as per the company’s policy

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PROCESS 4 – FIXING MEETINGS
The next step is fixing meeting, it stage little critical for a startup, convincing the clients and ask
them to meet you is biggest challenge, But that’s a feel of work. Talking to different people of
different traits was a good experience and successfully fixes the 8 meetings out of which 3 was
attended by me and 1 was converted.
Actual meeting gave you the reality check where you are when your clients know everything,
shoots the too many questions and ask you how you are better than other. At that time you
understand the difference between the dorm rooms to the boardroom.

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PROCESS 5 – PROPOSAL MAKING
The fifth step is proposal making once meeting is done with a concern person where the various
aspects has been discussed already, and the client requirement can known accordingly the
proposal is made for them enlisting all his requirement related to digital marketing. Proposal
includes following details:
a) Services needed by the client. These services include SEO, SEM, SMM, ODA, ORM, etc
b) Proper segmentation and targeting according to sector. Eg. If an MBA Education Institute
wants digital marketing services for branding, promotion and lead generation, then our
target market would be, students who have completed their graduation and professionals
with 2-3 years of experience who can opt for Executive MBA.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.

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PROCESS 6 – PROJECT CLOSURE
The final stage is project closure; if all the stage works that means you are close to crack the
deal. Once the deal is cracked the further decision are taken like, preparing the strategies for the
same as per the clients requirement or the digital marketing channels choose by him/her.
Company make an roadmap or a weekly /monthly plans of the each channel separately and get
the approval from the client to execute the plan and once it approved the plan actually come into
an action.

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OTHER TASK DONE WAS………..
CONTENT WRITING
Content writing like any other form of writing requires in depth knowledge and great skill. The
success of any write-ups depends on the quality and authencity of the content of the website.
Content writing though does not follow a specific format, yet is certainly guided by some
fundamental principles.
How to write an effective content?
 Focus on your customers: remember, your website will gain acceptance among your
viewers only if it has something to offer them.
 Choose a simple, impersonal style: your readers are not interested in judging your
scholarship.
 You have maximum of 15 seconds to grab your visitor’s attention.
I have been told the way I need to frame a content of a different target sectors. The company
actually wanted to have a research about how online marketing helped such sectors in their
success.

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1. Inhouse Training Monks
Landing page
Enroll now!!!!!!!!!!!!!!!
Enlighten your career path in digital media.
IF OPPORTUNITY KNOCKS YOUR DOOR, BE SMART TO GRAB IT.
Digital marketing is a burgeoning field. It is one of the best paying and the most exciting growth
opportunity, well ever, this is the reason why business needs experts in it to deliver a
best.Training monks is India’s fastest growing Digital Marketing training company. It offers
courses& conducts training & workshop in the field of Digital marketing, career development,
management development & industry specialization programs for students, institutions,
corporate.
At Training Monks we believe in building future smart leaders in digital marketing.
Or
Therein lies an opportunity, we commit to ramping up proper talent and education and reap the
rewards
Great career is only a one click ahead
REGISTER NOW
BE DIFFERENT/ BE EXPERTISE

42 | P a g e
2. Inhouse Training Monks
Content for Teaser e-mailer
Context 1-
Looking your career in digital marketing, want to be an expert in it
Join us
Training monks
India’s fastest growing Digital Marketing Training Company
100% placement
Government recognized faculty
Online Courses |Certifications | Workshops
Therein lies an opportunity, we commit to ramping up proper talent and education and reap the
rewards
FOR THE AGENCY that means winning more deals and client retention rates doubling.
FOR THE GLOBAL BRAND that means major expansion and market share gains that would
normally take tens of millions of advertising dollars to have that shot.
FOR SMALL BUSINESS it means going from survival to thriving.
FOR THE INDIVIDUAL CAREER it means one of the best paying and most exciting growth
opportunities, well ever.
(You can only have the colored point; description is given to make you understand why this
point is taken)
We are here to build a better future in digital world
Training +certification+ webinar workshop
Our experts
Free digital marketing webinar
Free demo classes

43 | P a g e
Context 2-
Social media has evolved from dorm room toy to boardroom tool.
 80% of executives believed social media engagement led to increased sale and Promise to
get better customer behavior insight, improved office productivity and of course,
measurable ROI
Why your executives need to be expert in social media?
 Social media goes company wide – “ improved communications and collaboration within
and across enterprise” ( social media is poised to become an office productivity tool)
 Social media a real time analysis becoming main stream- analysis become easier
 Social media action becomes a priority – almost all the companies doing it
 Niche social networks present new challenges (instagram grow by 17,319% while
pinterest grew by 5124%.
Just to match with your competitors, be powerful, get the strong hands on social media, with us.
Digital marketing Workshop for executives
Go social ……………………….
Cheers ……….

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3. E-mailer content for Fitness industry
Indian consumers are the most likely nationals to search online & to buy apps or a device to
monitor health (81%) and fitness (80%).
Accenture’s racing towards a digital lifestyle survey of 6000 people globally
Gold's Gym-The Website has received dramatic increase in site visits and interactivity
Fitness first- online media generated strong brand during rebranding
Talwalkers- value added services turnover grows by 18-22% through online. Online community
providing top-notch customer service due to enhanced two-way communication.
Terminology
The gymming culture is still an urban phenomena and the penetration of gyms in smaller towns
is low.still Gold Gym claims it has nearly 1 lakh members spread across 60 centres in India since
it set up the first outlet seven years ago-
Says Jagdish Valecha, chairman of Gold's Gym IndiaGold's
“We say to our people you may still have a blue logo above the door but you have red running
through the heart.” We used online media to re generate a trust among our customers while
rebranding –
Anthony McDonough Marketing Director - Fitness First Australia
The twitter contest www.fashionmostwanted.com where participatants had to share their opinion
under the board question which proved as a great success for Talwalkers to increased visibility –
Girish talwalker- Director at Talwalkers.
Conclusion
“Social media is not a trend,” It is here to stay and constantly evolving!!!!!!!!!!!!!!!!!!!
Now is the time for health and fitness professionals to jump on board. Otherwise you are not
only going to be lost, but you are going to be lagging ‘way behind your competition.”

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4. E-mailer Content For jewellery industries
Today a jewelry brand can achieve tremendous amount of fan following by undertaking the right
approach to Social Media Marketing
PC Jeweler- It has generated 61% and 57% of total domestic sales through online.
Kalyan jewelers: Company generated revenue of Rs 8,500 crore (Rs 85 billion) out of which
30% is generated through online.
Tanishq: Generated huge customer engagement and increased customer loyalty.
Social media marketing has evolved to command the same respect as other marketing disciplines
– your presence on Face book, Twitter and other platforms can help propel your business toward
enormous success.
Terminology
“The company invests in nationwide, regional and local store-level advertising campaigns,
marketing initiatives and event sponsorships and online media to increase visibility and
customer traffic at its showrooms”---Balram Garg , MD at PC jewelers
“Kalyan Jewellers, however, has started building its Twitter community big time and grew by
almost 90%. A closer look at its community growth trend revealed that it acquired most its
followers around March 20-22”---T S Kalyanaraman, Chairmen at Kalyan jewelers.
“In recent times Tanishq has built a large social media footprint. With more than 500,000 fans
on its Facebook page, the brand leverages its social media presence to connect more substantially
with customers. “Social media is one of the most important elements in our marketing
mechanism,” says Ms Tewari. “It helps us have a two-way conversation with our customers.”
Conclusion
Online media is a way to do, which gives quick glance to raise your customers, goodwill and
ROI’s.

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5. Emailer content for travel and tourism industry
Online media has a great influence on travel booking!!!!!!!!!!!!!!
ONLINE MEDIA SUCCESS STORIES
Trip Advisor branded sites make up the largest travel community in the world, with more than
260 million unique monthly visitors and over 100 million reviews and opinions covering more
than 2.7 million accommodations, restaurants and attractions. The sites operate in 30 countries
worldwide.
While Travelocity's Face book fan base grew by more than 300% and the promotion generated
10,000 additional bookings, according to Burns.
Conclusion
There is an opportunity for travel companies to combine location specific and personalized
customer data to continually market targeted ancillary services, such as discounted spa
treatments, golf course fees or restaurant meals during a customer’s hotel stay based on the
guest’s social profile.
Or
Social media plays a key part in consumers travel experience, from how they research to book
tickets, ongoing travel engagement to post reviews.

50 | P a g e
6. E-mailer content for Hotel Industry
Internet marketing has had many positive effects on the hotel industry. Marketing over the internet has
given hotel operators the opportunity to create a positive image and reach more potential customers at
a lower price
Top tier hotels are now using online media.
The leela palaces,hotels and resorts- online media helped to build strong brand.
We realize that we have to facilitate two-way customer communications through their preferred channels
we all know it’s our customers who share the best brand stories.
Le Meridien- 1/3 of room revenue is generated online and that this year around 23 to 25 per cent of room
nights will have been booked online
"We have been using Face book for the past year-and-a-half after we realized it is a free channel with a
large audience," "Everything is an experiment and I love it! It is growing so fast that you need to keep in
the loop. The reach it has is unbelievable. Every company will have to look into it in the future –
Ludivine Bendotti, e-commerce manager at Le Meridien St Julians.
Online media helped them to build a strong brand equity and customer relations

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FACEBOOK GENERIC POSTING
For face book posting you firstly need to understand and study the company profile or its domain
well accordingly one can plan a SMM plan especially face book posting plan which gave an idea
what can be posted on a page to get a maximum engagement.
I was doing a generic posting of six existing clients face book page of a company. I was handling
the three real estate company page, one NGO page, in house pages and one page of different
sector.
Before making a plan I did a proper research of the related sectors face book pages of other
companies in order to know what others are doing, which post create the more curiosity,
engagement, accordingly I framed my weekly plan. While keeping in mind the theme of the page
and creativity.
I mostly post the interactive posts on the face book pages so that fans can interact, comment, like
and share. It is because during my research I came to know people respond more to either for
interactive post or for creativity or innovative idea.
NOTE- I can’t disclose the name of a clients as per the company’s policy

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DIRECTORY SUBMISSION

54 | P a g e
RESEARCH PROBLEMS
Technical Aspects of problem:
 Finding the online presence of the client.
 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.
Managerial Aspect of the problem:
 To define SWOT for the client.
 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.
Business Aspect of the problem:
 To find better business opportunity for ROW.
 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

55 | P a g e
FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of
digital marketing.
2. With the study of digital marketing I came to its emergence and extreme growth in
today’s scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are better
than others.
4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will
think about other channels which mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sector
and then call them in fact sometimes the company itself call having seen the E-mailer.

56 | P a g e
CONCLUSION
The summer internship project helped me to understand how the corporate business works. The
various departments and its functions and how all are interrelated to each other. Return on web is
a Pune based Digital Marketing firm which shows me the complete process of how they work at
each functional level, especially about the business development as it was my job profile. It is a
basic process for which intensive research is to be conducted to find out the target audience,
clients, sponsors, vendors etc. The business development process starts from research and ends at
project closure. This project has made me understand the various key- points which are is
considered to crack a deal, how to deal with different people.
The company helped me to learn and meet a lot of corporate people, which helped me to
understand the business.

57 | P a g e
MANAGEMENT LEARNINGS
 Get to know about challenges and opportunities for digital marketing in India.
 Gain basic understanding of SEO, SEM, SMM, ORM, etc
 Fulfilling each and every requirement of client is very important regardless of whether that
requirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of MMM curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a leader.
 Healthy Competition forced to do better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best out of all.
 Time management is the big management lesson I have learnt as make individual more divert
to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.

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Bibliography
 www.returnonweb.com
 http://shodhganga.inflibnet.ac.in/bitstream/10603/1994/11/11_chapter%203.pdf
 https://www.theseus.fi/bitstream/handle/.../Narkiniemi_Johanna.pdf?...1
 www.kln.ac.lk/fcms/ICBI2011/ICBI%20CD/.../Papers/ICT%20201.pdf
 http://offers.hubspot.com/facebook-for-business
 http://idagram.wordpress.com/2012/12/18/introduction-to-instagram/

Project report on- "A study of digital marketing services"

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