Jecrc University, Jaipur: Project Report

Project Report
(Project Semester June-July 2018)
“An analysis on DIGITAL MARKETING COMMUNICATION”
Submitted by
(Mayank Dangayach)
Student ID: 16BBAN021
C BETTER
Under the Guidance of
Faculty Internship Guide: Ms. Sunita Sharma Industry Guide: Mr. Himanshu Ghiya
Designation: Assistant Professor Designation: CEO (Partner)
Department of School of Management
JECRC UNIVERSITY, JAIPUR
June to August , 2018

DECLARATION
I, Mayank Dangayach student of BBA Vth Semester, studying at JECRC University, Jaipur, (School of
Management) hereby declare that the summer training report on Digital Marketing submitter to C Better
Consulting, Jaipur in partial fulfillment of Degree of Bachelor of Business Administration (BBA) is the
original work conducted by me The information and data given in the report is authentic to the best of my
knowledge. This summer training report is not being submitted to any other University for award of any
other Degree.
(Mayank Dangayach)
CERTIFICATE
This is to certify that the project entitled “Digital Marketing " submitted in partial fulfillment of the
requirement for the degree of bachelor’s in business administration of JECRC University, Jaipur in
subject of the seminar report, is the bona fide project report carried out by Mayank Dangayach, student of
JECRC University, School of Management under my supervision. No part of this project report has been
submitted before any other degree.
Signature:
Ms. Sunita Sharma
Assistant Professor
JECRC UNIVERSITY
Dated:
PREFACE
Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital medium
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses
use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and
everyday life, and as people use digital devices instead of visiting physical shops, digital marketing
campaigns are becoming more prevalent and efficient.
Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM),

content marketing, influencer marketing, content automation, campaign marketing, data-driven
marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, and optical disks and games are becoming more common in our
advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital
media, such as mobile phones (SMS and MMS), call-back, and on-hold mobile ring tones. In essence, this
extension to non-Internet channels helps to differentiate digital marketing from online marketing, another
catch-all term for the marketing methods mentioned above, which strictly occur online.
The development of digital marketing is inseparable from technology development. One of the key points
in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the
platform to allow people to send and receive files through different machines . However, the more
recognisable period as being the start of Digital Marketing is 1990 as this was where the Archie search
engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already
big enough to store huge volumes of customer information. Companies started choosing online
techniques, such as database marketing, rather than limited list broker. This kind of databases allowed
companies to track customers' information more effectively, thus transforming the relationship between
buyer and seller. However, the manual process was not so efficient.
In the 1990s, the term Digital Marketing was first coined, with the debut of server/client architecture and
the popularity of personal computers, the Customer Relationship Management (CRM) applications
became a significant part of marketing technology. Fierce competition forced vendors to include more
service into their software, for example, marketing, sales and service applications. Marketers were also
able to own huge online customer data by eCRM software after the Internet was born. Companies could
update the data of customer needs and obtain the priorities of their experience. This led to the first
clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the
first four months of it going live, 44% of all people who saw it clicked on the ad [11].
In the 2000s, with more and more Internet users and the birth of iPhone, customers started searching
products and making decisions about their needs online first, instead of consulting a salesperson, which
created a new problem for the marketing department of a company. In addition, a survey in 2000 in the
United Kingdom found that most retailers had not registered their own domain address. These problems
made marketers find the digital ways for market development.
In 2007, the concept of marketing automation was raised to solve the problem above. Marketing
automation helped company’s segment customers, launch multichannel marketing campaigns and provide
personalized information for customers. However, the speed of its adaptability to consumer devices was
not fast enough.
Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of
devices' capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013
showed that digital marketing was still growing. With the development of social media in the 2000s, such
as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital
electronics in daily lives. Therefore, they expected a seamless user experience across different channels
for searching product's information. The change of customer behaviour improved the diversification of
marketing technology.
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The
term digital marketing has grown in popularity over time. In the USA online marketing is still a popular
term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become
the most common term, especially after the year 2013.
Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at
48% growth in 2010. An increasing portion of advertising stems from businesses employing Online
Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern
of consumer privacy and data protection.
AKNOWLEDGEMENT
At the very outset, I am very much thankful to almighty God for giving me strength, courage and ability
to accomplish the internship program as well as the internship report in a scheduled time in spite of
various complications. It gives me immense pleasure to thank a large number of individuals for their
cordial cooperation and encouragement which has contributed directly or indirectly in preparing this
report. First of all, I would like to express my gratitude to my internship supervisor Ms. Sunita Sharma
for her guidance and feedback which made everything clear to me to complete this report. At first, I was
so confused that whether I would be able to make a fruitful report but with her assistance, I found a way
to do everything immaculately and in time. She kept me on track to complete this report and her
suggestions and feedback were very dynamic in making this report as impeccable as possible. Moreover,
I must show my gratitude to my supervisor of at C Better Consulting, Mr. Himanshu Ghiya, CEO who
willingly took my responsibility and gave me lot of time and shared his working experiences with me. His
guidance showed me a way not only to understand the office culture but also how to deal with all the
co-workers of the organization and meet the client demands with great team-work. I would also like to
express my sincere thanks to all the employees of Account Management, Creative & Copywriting, Studio
and Digital Services department who helped me during my work tenure and made my experience an
unforgettable one. People from these departments helped me to gain more practical knowledge which
made my Internship journey more fruitful.
Table of Contents
CONTAIN NEEDED
Declaration I
Certificate ii
Preface iii
Acknowledgement iv
Chapter1: Introduction to Digital Marketing 3
Digital Marketing communication
Marketing Communication and Controlled-Competition Markets
maintenance or reduction of the market share
NECESSITY OF DIGITAL MRKETING
CHAPTER -2: INTRODUCTION ABOUT THE COMPANY

Chapter-3 Research Methodology
Type of research
Scope of Study
Significance of the study
Objectives of Study
Research Design
Area of Sampling
Sampling Technique
Size of the universe
Sample Size
Sources of data collection method
Instrument of data collection
Size of questionnaire
Types of Questions
Limitation of the study
Questionnaire for Survey:
2
2 colors
1 pair
CHAPTER-1
INTRODUCTION TO DIGITAL MARKETING
platform to allow people to send and receive files through different machines. However, the more
In the 1990s, the term Digital Marketing was first coined,. With the debut of server/client architecture and
able to own huge online customer data by ECRM software after the Internet was born. Companies could
first four months of it going live, 44% of all people who saw it clicked on the ad .
United Kingdom found that most retailers had not registered their own domain address.These problems
not fast enough.
for searching product's information. The change of customer behavior improved the diversification of
techniques, such as database marketing, rather than limited list broker.[9] This kind of databases allowed
able to own huge online customer data by ecru software after the Internet was born. Companies could
automation helped companies segment customers, launch multichannel marketing campaigns and provide
not fast enough.
became a significant part of marketing technology.[ Fierce competition forced vendors to include more
not fast enough.
In the 1990s, the term Digital Marketing was first coined, With the debut of server/client architecture and
not fast enough.
showed that digital marketing was still growing.
With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter,
consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a
seamless user experience across different channels for searching product's information. The change
of customer behaviour improved the diversification of marketing technology.
DIGITAL MARKETING COMMUNICATION
Digital marketing communication is directed to profiled targets, which are active in the communication
process. Every communication flow can ask for an information answer from the market. This opportunity
grants immediate feed-backs and feed-forwards, so that digital communication can be easily and cheaply
measured; digital communication flows are diffused at costs that are getting lower and lower, but it asks
specialized and deep competences to communication managers. The ease in the flowing process granted
by digital technologies is also the main negative aspect of digital communication. It is impossible to
control digital flows in all their effect and contacts and this limit opens the door to competitor actions and
to “rumours”.
1. External Corporate Communication and Global Markets
Corporate communication is an intentional process whose aim is to convey messages containing

information and/or symbols that address several publics (internal, external, co-makers), pursuing goals
that may be commercial, organisational or institutional, and can be activated using personal, nonperson or
personalised mass tools (integrated communication).
Corporate communication that addresses external audiences can therefore pursue commercial,
institutional or organisational goals, singly or jointly, depending on the specific targets that it addresses
and the contingent needs that triggered its implementation. For example, advertising that announces the
opening hours of the branches of supermarket chains on holidays meets both organisational and
commercial goals. Similarly, public relations initiatives that promote a business with specific audiences
cannot be simplistically catalogued as pursuing institutional goals, without also recognising their
commercial goals.
However, a significant part of external corporate communication is activated with commercial or

primarily commercial goals and, in this case, it identifies so-called marketing communication. This
communication is therefore designed to convey to specific audience’s messages designed to simplify
marketing processes and, for this reason, it primarily addresses intermediate and/or final demand.
Final demand identifies the last purchaser of a product, who often coincides with its consumer;
intermediate demand, on the other hand, identifies the customer or customers who are in an intermediate
position on the supply chain and who purchase a product to use it in their own activities, whether these
entail manufacturing or commerce.
The distinction between the targets of marketing communication clarifies the various ramifications of this
type of communication in global markets and originates inside the company, reflecting the different
commercial and therefore communications goals that characterise relations with intermediate demand and
those put in place with final demand. However, better understanding of the motivations that induce
companies to develop different types of marketing communication (related to the tools activated, the
subject of the communication and the manner and times that characterise it) leads us to consider certain
clarifying elements that are exogenous to business management. In this sense, the competitive dynamics
that characterise the market context in which each business operates may be a useful interpretative key:
scarcity markets, controlled-competition markets and over-supplied markets.
1.1 Product Communication and Scarcity Markets
In global, scarcity markets, where global demand exceeds supply in terms of available goods, marketing
communication tends to concentrate on the product or, more generally, on a company’s product range,
with the primary goal of informing final demand.
Advertising campaigns by vehicle fuel manufacturers communicate the existence of a new product with
particular properties. A scarcity market (i.e. where the quantities offered and their prices are controlled by
the supplying businesses) forces demand to search for the product anyway, and the purpose of
commercial communication, usually conveyed by advertising, is to inform final demand of the presence
of new initiatives, or to simplify the development of ‘loyalty’ to a brand or name.
Faced with scarce supplies, customers tend to be motivated by reasons of proximity, so that they repeat
the purchases where they can do so, according to their needs and consumption habits. In this context,
rather than putting it down to purchasing loyalty, it should be simply seen as repetition, often motivated
by the absence of valid alternatives.
In fact, one of the main characteristics of scarcity markets is the presence of distribution structures that
play a passive role in negotiations with the manufacturers that they depend on, either by direct ownership
or by contract agreements (for example franchising, forms of exclusive licence, etc.), allowing the
quantities to be sold and the price applied for the end customer to be determined for them. The particular
relationship that is created between manufacturer and distributor explains why the communication that the
manufacturer addresses to his commercial intermediary is normally straightforward, essential and
instructive. The distributor in turn organises his own marketing communication with the clientele (on the
basis of precise agreements and with the manufacturer’s explicit authorisation), normally using the points
of sale, exploiting the opportunities for direct contact offered by proximity. The contents of these
communications are usually limited to promotional offers that aim to attract consumers to a specific outlet
and a particular purchasing method, in a competitive context usually distinguished by price competition.
1.2 Marketing Communication and Controlled-Competition Markets
In global markets where competition is controlled, and the various businesses share – and control – a
saturated market, where corporate demand still has some room to expand, marketing communication has
plenty of possible applications, and tends to represent the key instrument for the expansion of corporate
demand. In fact, on these markets, the alternative between competitive proposals is based less on
immediately comparable variables such as price, than on ‘soft’ variables that mitigate the harshness of
direct confrontation, like the image, perceived quality, design, etc. (non-price competition) .
The world’s leading producers of industrial beer are also strong investors in external corporate
communication, not only advertising, in order to promote the awareness and image of their corporate
products.
Advertising investment by the sector must be seen as one of the elements by which large manufacturers
maintain their competitive position of market domination. In Italy, for example, the main beer producers
that invest in adverting constantly invest between 4 and 5 percent of sales to sustain the expansion of
global demand and to consolidate brand demand. Brand advertising aims to spread positive associations
in the public, enhancing attributes of youth, fashion and dynamism, regardless of the product’ s alcohol
content. In fact, the need to promote their brands by ‘freeing’ them from the negative connotations of
alcohol, has led certain producers to innovate, introducing alcohol-free beer, often selling it under the
same brands as their alcoholic products (Beck’s for example), so as to transfer the positive connotations
obtainable from suitable external corporate communication.
Marketing communication addressing final demand adopts both indirect methods, i.e. communication
tools which, like advertising, need the support of third parties (the media), and direct methods, structured
to reflect the sector’s specific needs.
In the case of industrial beers, for example, one direct tool of external communication is the single-brand
pub which makes it possible to convey corporate communications on the spot to a clientele that. In these
competitive conditions, marketing communication is therefore the main means of conveying to final
demand the brand identity that helps to differentiate corporate products and to ensure the support of
specific brackets of the public, who respond with repetitive purchasing behaviour motivated by
appreciation of a clear system of attributes and values promoted by the corporate brand communication.
Purchasing loyalty is therefore sustained first of all by emotional factors of involvement and agreement,
and then by cognitive support which tends to make the brand, and the product it represents, be seen as the
best, because it is perceived to be of better quality than competitive products. But this is entirely
subjective and is the fruit of the complex system of supply and communication implemented over time by
the businesses in the sector.
In this case, the pull policy takes hold, which ‘envisages that it is the end consumer, on the basis of his
own motivation, who chooses the product on sale at self-service outlets directly, or expressly asks for the
product from the retailer in traditional shops. This policy presupposes that manufacturers will invest huge
resources in persuasive communication tools (primarily advertising) to achieve good brand awareness and
a very distinctive image. The product is therefore requested (‘pulled’) by the end consumer and retailers
must make it available to the clientele and above all keep it in stock’. The price, although important,
becomes a secondary variable in the consumer’s selection process, partly because the competitive system
of manufacturers and distributors tends to propose prices that are generally aligned at the same level.
Cigarette smokers are little inclined to change brands and often maintain that their choice is the fruit of
comparative analysis of different alternatives, and that the chosen brand has the most enjoyable taste. Any
blind product taste shows that it is practically impossible to distinguish between ‘similar’ cigarettes.
This underlines that what pushes demand towards a specific brand of cigarette is not so much the price,
which is generally aligned between competitive products, but rather the system of attributes that each
brand promotes to the public, using marketing communication. In this competitive context, marketing
communication that addresses final demand concentrates on the development of a brand’s quantitative
(awareness) and qualitative connotations (image), and identifies the specific relationship between
corporate supply and demand, tending to activate a system of responsibility which the business adopts in
relation to the market.
A brand associates itself with specific products, but acquires an identity that is separate from them,
enabling businesses to adopt policies of brand expansion and, generally, to articulate their use and that of
the portfolio of
In scarcity markets, marketing communication is therefore quantitatively limited Brands that they hold
and concentrates on conveying information about the product, while in controlled- competition
economies, the economic resources earmarked for external corporate communication are consistent and
promote supply through the brand identified with it. With particular regard to advertising communication
(one of the tools used most frequently in communication that addresses final demand), the system of
investments undertaken in global, controlled-competition markets, becomes a significant element that can
influence corporate performance. On one hand, advertising communication aims to maintain awareness
and to qualify the brand image (communication effect) in order to maintain or acquire share of mind in
demand, stimulating the purchasing process in time (sale effect). On the other hand, investments in
advertising also represent a precise system of governing competitive relationships in the sector, and they
represent the competitive position that each business intends to occupy.
The overall effects of marketing communication for the brand are the result of continuous pressure
exerted by businesses, i.e. by the accumulated resources focused on a target public for a specific period of
time, and they force businesses to plan their investment. To avoid nullifying investment in their brands
over the years, businesses must continue to spend to maintain the positions of awareness won, and to
confirm the image connotations established with the pubic, continuously earmarking large percentages of
their sales to external corporate communication.
Targeting economic resources in this way, is compulsory in a competitive context where demand is
saturated, in which a business’s market share can only grow if the market share of other businesses
declines. Investments in advertising therefore tend to be taken as an indicator of the trend of a business’s
market share. In time, an investment policy that is one of aggression, maintenance or withdrawal from a
market will translate into a corresponding increase,
1.2 maintenance or reduction of the market share.

This means that the leading companies in a specific sector can use their investment in advertising
communication to maintain the competitive status quo, establishing a common spending level, to sustain
the role of the brands in relation to final and intermediate demand, and controlling the stability of market
share. However marketing communication is used not only to support relations between the
manufacturing concern and final demand, but also those between manufacturing concerns and
intermediate demand, and between intermediate and final demand. In fact, in controlled-competition
markets, intermediate commercial demand plays an active role in negotiations with the manufacturing
system.
The result is that the manufacturer is unable to impose his own conditions on the distribution system, but
must take action, even in relation to his intermediate clientele, by developing suitable marketing tools
(trade marketing), including marketing communication. This is what happens in the so-called push policy
which ‘envisages that it is the selling intermediaries, primarily retailers, who ‘push’ the product to the end
consumer, both by a favourable display on the shelves in the point of sale, and by recommending the
purchase of specific products and brands.
This policy presupposes that manufacturers offer precise and continuous incentives to retailers (usually
with elementary advantages, such as the concession of higher selling margins than those of the
competition, the definition of exclusive selling zones, etc.) and that they maintain continuous contacts and
relations through the Of course, marketing communication that manufacturing companies address to the
trade uses different tools from those used for final demand, partly because the goals of the
communication, although essentially still commercial, are focused on bargaining relationships, where the
‘soft’ elements are supplementary and not fundamental. These relations stand out for the attention paid to
the price and for the bargaining role that purchasers assume in relation to this variable.
The price identifies the overall cost of the supply, which includes both the purchase cost of the products
and the costs linked to supply conditions (means of payment, delivery methods, delivery times, etc.).
Marketing communication between manufacturers and commercial intermediaries therefore draws

primarily on direct personal relations between professional sellers and buyers, who undertake the selling
or buying and specialise in bargaining relationships. In addition to the conditions that influence the
purchasing costs and the potential margins achievable by the distributor, negotiations also regard
communications between the manufacturer and final demand, autonomously (through advertising, price
promotions, sponsorship, etc.) or at points of sale with the collaboration of the trade, and possible joint
communication organised in partnership by distribution and the trade.
The breakdown of the channel income represents the fulcrum of negotiations between industry and
distribution. Different bargaining positions emerge depending on whether the relationship is forged with
leading manufacturing companies (which are usually large, with good bargaining power because it is
sustained by the potential to access consistent financial resources, and have well-known and successful
brands in individual markets), or with smaller manufacturing companies with less bargaining power.
In the first case, manufacturing companies manage to maintain leading positions and to impose
conditions on the distribution system, taking advantage of the unique nature of their competitive brand
position in relations with final demand and exploiting the competition between distribution firms in their
own favour while, in the second case, smaller companies must adapt to the role that is left to them by the
relationship between large manufacturers and the trade. Marketing communication between
manufacturers and distributors therefore focuses on the price and variables most closely linked to it
(realisable margins, product rotation.
1.2 NECESSITY OF DIGITAL MRKETING
(1) Strategize with the Valuable Data and Analytics

With digital marketing, you can have an idea of the exact number of people who have viewed your
website’s homepage in real time.
With google analytics, you can track stats and information about your marketing website. It will let you
know about –
 the number of people visiting your business page
 their geographic location
 the sex, age and interests of the visitors
 how much time they are spending on your site
 the source of traffic from various gadgets
 website bounce rates
 how the traffic has changed over time
By displaying a breakdown of all of this traffic information, this intelligence helps you to prioritize the
marketing channels.
Mind blowing, isn’t it?
The real-time data analysis provides you with a better understanding of the effectiveness of your
marketing tactics. With access to this information, you can also optimize your marketing budget by
investing in the well-performing marketing campaigns.
(2) Content Performance and Lead Generation

Imagine you’ve created a product brochure and delivered it to people as offline content.
Does it seem to be convenient enough?
The problem is that you have no idea how many people have gone through that or, in the worst scenarios,
how many people threw it into the trash!
Once you create an impactful visual content, start promoting it on social media. Through such networks,
buyers would be able to learn about products and services through influencers and peers.
The more engagement you get, the more Google considers your content to be worthy. And in turn, it
will boost your SEO rankings with ease.
Through digital marketing, you can measure exactly how many people viewed your marketing content.
Thereafter, you can collect the contact details of those who download it by using forms. Additionally,
you’re also generating qualified leads when people download it. With a solid lead nurturing strategy, you
can build better awareness and affinity for your brand.
(3) Improved Conversion Rates
Converting a customer online is not a big deal. All you need to do is just make your marketing strategy an
engaging one.
Targeted traffic offers bigger chances for conversion. Unlike other types of advertising, digital marketing
lets you have a two-way conversation with customers and leads.
Through digital marketing, you can reach out to your customers at any time. Instead of bothering them
with multiple phone calls, reaching customers online seems to be a better idea. Just send an email and let
them make a purchase and learn more about your organization. From such interactions, important leads
can be generated, which would eventually bring an increase in conversion rates.
(4) More Cost Effective than Traditional Marketing
Digital marketing lets you save your money to a substantial extent. This has the potential to replace costly
advertising channels such as television, radio and yellow pages.
With email marketing automation, you can boost your leads. Thus, it will allow you to pre-load content
and schedule it for sending out the content at key times.
(5) Higher Revenues
It’s a well-known fact that higher conversion rates can be generated by effective digital marketing
techniques. Hence, it will deliver loads of profitable benefits for your business in terms of better and
higher revenues.
While advertising your brand:
 have a good layout that enables easy navigation
 use the digital platform to understand customer purchase patterns
 offer the right idea that meets the needs of your customers
 use multiple digital marketing channels to gather useful data
With better revenue growth expectancy, small and medium enterprises will have better chances of
expanding their workforce.
(6) Higher ROI from Your Campaigns

Digital marketing companies optimize conversion rates to achieve maximum Return on Investment (ROI)
for businesses. With smarter branding and better revenues, digital marketing can fetch a better ROI than
traditional marketing.
With effective tracking and monitoring methods, results can be analyzed. It helps the organizations to
take necessary measures as soon as possible.
With digital marketing, you can generate a steady flow of targeted traffic that gets converted into sales
and leads. And, the more your business generates this kind of traffic, the faster you can enjoy your ROI.
(7) Compete with Large Corporations

Does digital marketing sound as foreign as binary code to you?
Don’t worry if you are dealing even with a small industry.
The importance of digital marketing also lies in the fact that it lets you compete head to head with big
brands and large corporations.
From a small vendor to a large powerhouse, digital marketing offers an affordable and effective
marketing tactics. Small brands can drive traffic both locally and across the country by reaching out to
their target consumers.
(8) Get Prepared for the “Internet of Things”
The “Internet of Things” is a global ecosystem of interconnected devices – smartphones, tablets and
several other gadgets. These can help people interact with each other through the world of web.
Digital marketing will prepare your business towards this eventuality. It will permeate through every
aspect of people’s lives.
Your business survival strategy needs to be equipped with this interconnected grid. It will provide you an
access window to reach out to targeted audience belonging to this online grid.
(9) Earn People’s Trust and Build Brand Reputation
Digital Marketing leverages on social media signals, social proof and testimonials availed from bonfire
consumers. The more reliable these social signals are, the higher the trust rate it can generate from
targeted audiences.
People would trust information about a particular brand if the data comes from people they know.
And once you meet their expectations, your brand reputation will go viral. Eventually, it will open new
doors of opportunities for reaching bigger markets.
(10) Ensure Online Business Survival
Many people may come and go, but a targeted few will actually make a purchase. If you can target the
right kind of people who are going to be your potential customers, the best results will surely come.
By implementing smart tactics, like blogging and social media, you can communicate with the target
audience. It will help you gain valuable feedback and insights. With these, you can strategize and ensure
the survival of your business.
(11) Know All About Your Competitors
As they say – “Keep your friends close and your enemies closer.”
Social media competitive analysis is an integral part of your digital marketing campaign.
When you are engaging in digital marketing, you can ask the experts to look into your competitor’s online
strategies. It will help you to capitalize on any possible opportunities in no time. You can see what they
are doing to gain an upper hand and reach more consumers.
Thus, you can figure out marketing opportunities and gain a strong competitive advantage.
(12) Real Time Results

Unlike traditional methods, you can see in real time what’s working and what’s not for your online
business.
Through online marketing, you can know about:
 the number of visitors to your site
 the increase in the number of its subscribers
 peak trading times
 conversion rates
 Increase/drop in website traffic
 bounce rate
 And much more!
And this can be done just with the touch of a button.
Such results can give you a thorough idea through which you can choose necessary steps to improve your
results.
(13) Improve Your Outreach
Since digital marketing takes place online, it is accessible to the global audience.
Whereas traditional marketing limits you to a particular geographic area, its modern counterpart can help
you interact with the customers quite easily.
On the other hand, it seems like having your storefront open all day long. And with digital marketing
specialists, you can respond to posts promptly on your platforms.
It doesn’t take long for gaining publicity to enhance the prospects and enjoy the benefits of digital
marketing for your business at its best.
CHAPTER -2
INTRODUCTION ABOUT THE COMPANY

Mindshare relates generally to the development of consumer awareness or popularity, and is one of the
main objectives of advertising and promotion. When people think of examples of a product type or
category, they usually think of a limited number of brand names. The aim of mind share is to establish a
brand as being one of the best kinds of a given product or service, and to even have the brand name
become a synonym for the product or service offered. For example, a prospective buyer of a higher
education will have several thousand universities to choose from. However, the evoked set, or set of
schools considered, will probably be limited to about ten. Of these ten, the universities that the buyer is
most familiar with will receive the greatest attention. With this quest in mind, Mindshare is a global
media agency network and the home of adaptive marketing. MindShare’s 7,000 employees are driven by
the values of speed, teamwork and provocation and are dedicated to delivering competitive advantage for
clients in a world where everything begins and ends in media. Mindshare is part of Group, which oversees
the media investment management sector for WPP, the world's leading communications services group.
The mission statement of Mindshare can be best expressed in two words – Original Thinking. Since the
inception in 1998 as the first pure-play media planning and buying agency, mindshare has sought to
innovate and invigorate the communications marketplace, be that through new ways to connect brands
with consumers, or unrivalled buying power in the media market. This combination of science, scale and
imagination is borne out of the Original Thinking ethos of the founders, which still pervades the business
from top down. Company’s Original Thinking mission informs and inspires the team to advise the clients,
innovate in the marketplace and produce ground-breaking work. To invent the future of media. Mindshare
defines Media as the space where content, people and technology meet.
This space is continually evolving driven by innovation in technology, increasing data intelligence and an
open, collaborative creative culture. To succeed in this fast changing space mindshare believes brands and
businesses need to be both adaptive and inventive. Mindshare seeks out the opportunity in this change,
bringing together a diversity of talent, colliding people with different skills and perspectives, with one
ambition: To Invent the Future of Media for our Clients. In doing so mindshare helps them build future
commercial and cultural success. Asiatic Mindshare started its operation in Bangladesh in June 2001 as a
joint initiative of Mindshare World and Asiatic MCL, one of the leading ad agencies in Bangladesh. Since
then it has been driving significant changes in local media scenario and off course in their client’s media
investment. In Bangladesh it is the first of its kind, as it is a complete media planning, buying and
research company.
It is the key driver of media research in Bangladesh media market. Mind share’s vision is to secure
competitive advantage for clients in a media world which is changing beyond recognition and which is
defined by the fragmentation of mass media and high level of media inflation. This demands creativity,
rational thinking and smart buying power.
Mindshare is the one stop media solution Mindshare relates generally to the development of consumer
awareness or popularity, and is one of the main objectives of advertising and promotion. When people
think of examples of a product type or category, they usually think of a limited number of brand names.
The aim of mind share is to establish a brand as being one of the best kinds of a given product or service,
and to even have the brand name become a synonym for the product or service offered. For example, a
prospective buyer of a higher education will have several thousand universities to choose from. However,
the evoked set, or set of schools considered, will probably be limited to about ten. Of these ten, the
universities that the buyer is most familiar with will receive the greatest attention.
With this quest in mind, Mindshare is a global media agency network and the home of adaptive
marketing. MindShare’s 7,000 employees are driven by the values of speed, teamwork and provocation
and are dedicated to delivering competitive advantage for clients in a world where everything begins and
ends in media. Mindshare is part of Group, which oversees the media investment management sector for
WPP, the world's leading communications services group. Mindshare network consists of 116 offices in
86 countries throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific
with total billings in excess of US$31.4billion.
The mission statement of Mindshare can be best expressed in two words – Original Thinking. Since the
inception in 1998 as the first pure-play media planning and buying agency, mindshare has sought to
innovate and invigorate the communications marketplace, be that through new ways to connect brands
with consumers, or unrivalled buying power in the media market. This combination of science, scale and
imagination is borne out of the Original Thinking ethos of the founders, which still pervades the business
from top down. Company’s Original Thinking mission informs and inspires the team to advise the clients,
innovate in the marketplace and produce ground-breaking work.
To invent the future of media. Mindshare defines Media as the space where content, people and
technology meet. This space is continually evolving driven by innovation in technology, increasing data
intelligence and an open, collaborative creative culture. To succeed in this fast changing space mindshare
believes brands and businesses need to be both adaptive and inventive.
Mindshare seeks out the opportunity in this change, bringing together a diversity of talent, colliding
people with different skills and perspectives, with one ambition: To Invent the Future of Media for our
Clients. In doing so mindshare helps them build future commercial and cultural success.
Asiatic Mindshare started its operation in Bangladesh in June 2001 as a joint initiative of Mindshare
World and Asiatic MCL, one of the leading ad agencies in Bangladesh. Since then it has been driving
significant changes in local media scenario and off course in their client’s media investment. In
Bangladesh it is the first of its kind, as it is a complete media planning, buying and research company.
It is the key driver of media research in Bangladesh media market. Mindshare’s vision is to secure
competitive advantage for clients in a media world which is changing beyond recognition and which is
defined by the fragmentation of mass media and high level of media inflation. This demands creativity,
rational thinking and smart buying power. Mindshare is the one stop media solution that delivers all.
(Mindshare)n that delivers all. (Mindshare)
Chapter-3
Research Methodology
The research methodology defines what the activity of research is, how to proceed, how to measure
progress, and what constitutes success. It provides us an advancement of wealth of human knowledge,
tools of the trade to carry out research, tools to look at things in life objectively; develops a critical and
scientific attitude, disciplined thinking to observe objectively (scientific deduction and inductive
thinking); skills of research particularly in the ‘age of information’. The research methodology is a
science that studying how research is done scientifically. It is the way to systematically solve the research
problem by logically adopting various steps. Also it defines the way in which the data are collected in a
research project.
3.1 Type of research
In survey method research, participants answer questions administered through interviews or

questionnaires. After participants answer the questions, researchers describe the responses given. In order
for the survey to be both reliable and valid it is important that the questions are constructed properly.
3.2 Scope of Study

Scope is the part of planning that involves determining and documenting a list of specific goals,
deliverables, features, functions, tasks, deadlines, and ultimately costs. In other words, it is what needs to
be achieved and the work that must be done to deliver for contract digital marketing.
3.3 Significance of the study
Surveys are used to increase knowledge in fields social research and demography. Survey research is

often used to assess such as thoughts, opinions, and feelings. Surveys can be specific and limited, or they
can have more global, widespread goals.
3.4 Objectives of Study
1. To study the meaning and concept of digital marketing.

2. To study various aspects of digital marketing management functions
3. To analysis of digital marketing compliances being followes at C BETTER CONSULTING.
3.5 Research Design
A research design is the set of methods and procedures used in collecting and analyzing measures of the
variables specified in the descriptive research
3.6 Area of Sampling
C BETTER CONSULTING, Departments who is using facilities of digital marketing
3.7 Sampling Technique
The technique used for sampling is non probabilistic random sample
3.8 Size of the universe
In this study the universe was all the existing employee who is working on role C BETTER
CONSULTING Jaipur.
3.9 Sample Size
In this study the total sample size 60 employee.
3.10 Sources of data collection method
3.10.1 Primary Data

Primary data is collected from questionnaire and interview of C BETTER CONSULTING Jaipur
employees.
3.10.2 Secondary Data
Secondary data is collected from the records of C BETTER CONSULTING, internet.
3.11 Instrument of data collection
3.11.1 Questionnaire
A questionnaire is a research instrument consisting of a series of questions for the purpose of gathering
information from respondents. The survey questionnaire is a type of data gathering method that is
utilized to collect, analyze and interpret the different views of a group of people from a particular
population. The survey questionnaire has been used in the different field such as research,
marketing, politics views, psychology, and so on.
3.11.2 Interview
An interview is any planed conversation with a specific purpose involving two or more people. The word
interview comes from Latin and middle French words meaning to “see between” or “see each other”.
Generally, an interview means a private meeting between people when questions are asked and answered.
The person who answers the questions of an interview is called in the interviewer. The person who asks
the questions of our interview is called an interviewer.
3.12 Size of questionnaire
-10 Questions.
3.13 Types of Questions
Open ended and Close ended
3.14 Limitation of the study
There are some limitations in my study; I faced some problems during the study, which are given below:
 Lack of time: The time period for this study was very short. I had only 7 weeks in my hand to
complete this report, which was not enough. So, I could not go in depth analysis, Sometimes the
officials were busy and were not able to give much time.
 Insufficient date: Some desired information could not be collected due to confidentially of
business.
 Only analysis of contract digital marketing.
Questionnaire for Survey:
1. Gender
o Male
o Female
Option Responses Percentage

Male 50 50%
FEMALE 50 50%
50% 50%
male
female
2. Do you use social media?
o Yes
o No
OPTION Reponses Percentage

YES 86.4 86.4%
No 13.6 13.6%
yes no 3rd Qtr 4th Qtr
3. Which Social Media do you use more?
o Facebook
o Twitter
o LinkedIn
o Google+
o Pinterest

Facebook 63.4 50%
Twitter 20 16%
LinkedIn 17.67 14%
Google+ 20.13 16%
Pinterest 5.6 4%
4%
16%
Facebook
50%
14% Twitter
LinkedIn
Google+
Pinterest
16%
4. Your profession.
o Student
o Entrepreneur
o Freelancer
o Full-time job holder
o Part-time job holder

Student 22 22%
Entrepreneur 29 29%
Freelance 19 19%
Full-time job holder 19 19%
Part-time job holder 11 11%
11%
22%
19%
Student
Entrepreneur
Freelance
Full-time job holder
29% Part-time job holder
19%
5. Why do you use social media?
o Entertainment
o Communication with friends
o Business communication
o Shopping
o Knowing different brands

Entertainment 26 26%
Communication with friends 35 35%
Business communication 24 24%
Shopping 13 13%
Knowing different brands 2 2%
2%
13%
26%
Entertainment
24% Communication with friends
Business communication
Shopping
Knowing different brands
35%
6. Digital marketing is very trust worthy for buying and selling or service.
Highly disagree
o1
o2
o3
o4
o5
Highly agree

1 .5 0.5
2 11 11%
3 36 36%
4 27 27%
5 25.5 25.5%
1% 11%
26%
1
2
36% 3
4
27% 5
7. Digital marketing is playing an important role in today’s product or service selling.
Less important
o1
o2
o3
o4
o5
Most important

1 1 1%
2 7 7%
3 26 26%
4 30 29%
5 36 34%
1% 7%
36%
26%
1
2
3
4
5
30%
8. Digital Media is an easy and effective way to give feedback to different

product/service.
o Yes
o No
OPTION Reponses Percentage

Yes 76 76%
No 24 24%
24%
yes
no
76%
9. Getting new product launching information through digital media then a
conventional media is more informative and effective.
Less important
o1
o2
o3
o4
o5
Most important

1 2 2%
2 8 8%
3 25 25%
4 39 39%
5 26 26%
2% 8%
26%
25% 1
2
3
4
5
39%
10. You will get more information about the brands through social media then other
communication (TV, Newspaper, Billboard, Radio)
Less important
o1
o2
o3
o4
o5
Most important

1 20 20%
2 19 19%
3 24 24%
4 19 19%
5 18 18%
CHAPTER 5
Conclusion
In the summer internship period at C Better Consulting. I have take various activities, both experimental and
research basis. Digital marketing is all about managing online workforce which also includes social marketing
(facebook, tweeter, linkdin,etc). First project was assigned to me is Facebook. Facebook was establish 18years ago
by Mark Zuckerberg , it is a main platform where all social media, advertisement are done. Communicating with
the user showing regular advertisements of product and services. Every employer in a company 360 degree
communication is done by C Better Consulting, though 55days attachments is not enough for a person
to learn all those, but the relationships made there are a lifetime asset who are still with me helping
learn so many things. It was a great journey working with so many local and international brands which
concludes that, it has been a great learning opportunity for me. . This has been a great learning
experience for my career. The project in this report is done based on the digital. Digital marketing
communication is highly important to uplift brand awareness and brand performance. Digital marketing
communication is essential to make today’s brands successful and reach not only locally but also
internationally. Again, this report is done with a lot of limitations and obstacles.
Finding
The field of digital marketing look very attractive from the periphery. The glamorous of the social media
lures people towards working in this sector and this holds true specially for the youth. When I join C
Better Consulting a rough idea how an agency work at the end of summer internship in C Better
Consulting for 55days a, the attention towards the client of the social media advertisement, data handling.
The corporate exposure I received in this organization helped me get an introduction to the world
I would be facing after the management education. Though all lessons did not come the easy way.
At times, the scolding and work load were difficult to handle.
I personally think working in digital marketing is not everyones cup of tea. Digital Marketing but
also how to maek a plan based on data and reports that is generated from tools like Google
Analytics, Clicky, etc I learned how important it is to monitor tasks of the team using tool
MavelLink, also how can organization can secure its user id and password and give access to all
the employees using LastPass and the importance of Social Media in business today.
It is still in its growth stage and year-on-year they are ex panding not only in terms of customers
but also products and services. I feel very grateful to have this dynamic working experience with
C Better Consulting which has open the doors for me into the future of marketing.
Appendix
1. Gender
o Male
o Female
2. Do you use social media?
o Yes
o No
3. Which Social Media do you use more?
o Facebook
o Twitter
o LinkedIn
o Google+
o Pinterest
4. Your profession.
o Student
o Entrepreneur
o Freelancer
o Full-time job holder

o Part-time job holder
5. Why do you use social media?
o Entertainment
o Communication with friends
o Business communication
o Shopping
o Knowing different brands
6. Digital marketing is very trust worthy for buying and selling or service.
Highly disagree
o1
o2
o3
o4
o5
Highly agree
7. Digital marketing is playing an important role in today’s product or service selling.
Less important
o1
o2
o3
o4
o5
Most important
8. Digital Media is an easy and effective way to give feedback to different
product/service.
o Yes
o No
9. Getting new product launching information through digital media then a

conventional media is more informative and effective.
Less important
o1
o2
o3
o4
o5
Most important
10. You will get more information about the brands through social media then other
communication (TV, Newspaper, Billboard, Radio)
Less important
o1
o2
o3
o4
o5
Most important

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Project Report

(Project Semester June-July 2018)

“An analysis on DIGITAL MARKETING COMMUNICATION”

Under the Guidance of

Department of School of Management

JECRC UNIVERSITY, JAIPUR

June to August , 2018

Ms. Sunita Sharma

Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM),

CHAPTER -2: INTRODUCTION ABOUT THE COMPANY

DIGITAL MARKETING COMMUNICATION

Corporate communication is an intentional process whose aim is to convey messages containing

However, a significant part of external corporate communication is activated with commercial or

1.1 Product Communication and Scarcity Markets

1.2 Marketing Communication and Controlled-Competition Markets

1.2 maintenance or reduction of the market share.

Marketing communication between manufacturers and commercial intermediaries therefore draws

1.2 NECESSITY OF DIGITAL MRKETING

(1) Strategize with the Valuable Data and Analytics

(2) Content Performance and Lead Generation

(6) Higher ROI from Your Campaigns

(7) Compete with Large Corporations

(12) Real Time Results

INTRODUCTION ABOUT THE COMPANY

3.1 Type of research

In survey method research, participants answer questions administered through interviews or

3.2 Scope of Study

3.3 Significance of the study

Surveys are used to increase knowledge in fields social research and demography. Survey research is

3.4 Objectives of Study

1. To study the meaning and concept of digital marketing.

3.5 Research Design

3.6 Area of Sampling

C BETTER CONSULTING, Departments who is using facilities of digital marketing

3.7 Sampling Technique

The technique used for sampling is non probabilistic random sample

3.8 Size of the universe

3.9 Sample Size

In this study the total sample size 60 employee.

3.10 Sources of data collection method

3.10.1 Primary Data

3.10.2 Secondary Data

Secondary data is collected from the records of C BETTER CONSULTING, internet.

3.11 Instrument of data collection

3.12 Size of questionnaire

3.13 Types of Questions

Open ended and Close ended

3.14 Limitation of the study

Questionnaire for Survey:

Option Responses Percentage

2. Do you use social media?

OPTION Reponses Percentage

3. Which Social Media do you use more?

Option Responses Percentage

o Full-time job holder

o Part-time job holder

Option Responses Percentage

5. Why do you use social media?

o Communication with friends