SUMMER TRAINING REPORT ON

SOCIAL MEDIA MARKETING IN TODAY’S

BUSINESS

Undertaken at

WeeBee Social
Submitted in partial fulfillment of the requirementsfor the
award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

to

Guru Gobind Singh Indraprastha University, Delhi

Under the Guidance of Submitted by

Ms. Amarpreet Name of Student: Ishaan Kalra
Faculty Guide BBA Sem V, Shift 2nd
Enrollment No:05021301722

Session 2022-25

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 To Whom It May Concern

I ISHAAN KALRA, Enrolment No.05021301722 from BBA-V Sem, Shift 2ND of theTenia Institute of
Advanced Studies, Delhi hereby declare that the Summer Training Report (BBA-315) entitled SOCIAL
MEDIA MARKETING IN TODAY’S BUSINESS at WeeBee Social is an original work and the same
has not been submitted to any other Institute for the award of any other degree. A presentation of the
Summer Training Report was made on 4TH NOVEMBER,2024 and the suggestions as approved by the
faculty were duly incorporated.

Date: 4TH November , 2024 Signature of the Student

Certified that the Summer Training Report submitted in partial fulfillment of BACHELOR OF
BUSINESS ADMINISTRATION (BBA) to be awarded by G.G.S.I.P. University, Delhi by ISHAAN
KALRA,Enrolment No. 05021301722 has been completed under my guidance and is Satisfactory.

Date: 4TH NOVEMBER,2024 Signature of the Faculty Guide

Name of the Guide: Ms. Amarpreet

Designation: Faculty Guide

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 ACKNOWLEDGEMENT

A project report is the result of not only hard work of the student but also a symbol of guidance,

encouragement and help given by many people.

This is a teamwork done by many people including research guide, parents, and my brother. So,

before presenting the work. I would like to serve my sincere regards and thanks to these people.

I would like to give special thanks to Ms. Amarpreet for constant guidance and

encouragement throughout.

With special regards I sincerely submit my heartiest devotion to my parent and friends

who provided me with the time, support and inspiration which are very much needed to

prepare this report.

ISHAAN KALRA

BBA 4th Semester

2022 – 25
TECNIA INSTITUTE OF ADVANCED STUDIES

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 TABLE OF CONTENT

S.NO. PARTICULAR PAGES

S

Declaration by Student and Faculty 2

Certificates 3-5

Acknowledgement 6

1. CHAPTER-1 Introduction 10-19

1.1. Digital marketing concept
1.2. Industry overview
1.3. Company overview

2. CHAPTER-2 Review of literature 20-21

3. CHAPTER-3 Research methodology 22-23

3.1. Research design
3.2. Data collection
3.3. Sampling technique.

4. Data Analysis 24-34

5. Findings and conclusion 35-39

6. Suggestions 40-41

References 42

Appendix 43-44
8.1. Questionnaire

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 EXECUTIVE SUMMARY

This report encapsulates my 3 months summer internship at WeeBee Social, where I, Ishaan Kalra , a BBA student
at GGSIPU, applied classroom theories to real-world digital marketing practices. From August 1 to 3O September,
I gained hands-on experience in a dynamic corporate environment, deepening my understanding of how academic
knowledge translates into practical skills. The report provides an overview of WeeBee Social’s background, its
operations, and financial functions, and my observations on the company's working environment. It reflects my
journey in adapting to professional challenges and applying theoretical insights to address practical business issues,
thereby enhancing my motivation and expertise in digital marketing.

1. Introduction:

The report begins with an insightful introduction, emphasizing the symbiotic relationship between academic
learning and practical application. It sets the tone for an exploration of my internship journey at WeeBee Social,
framing it as a valuable experience in applying classroom theories to real-world scenarios.

2. Organizational Overview:

The second section dives into the comprehensive history and current standing of WeeBee Social. Beyond
organizational details, it extends into operational and financial dimensions, providing readers with a holistic
understanding of the company's trajectory and market positioning.

3. Internship Objectives:

I outline the objectives of the internship, highlighting the primary goal of bridging the gap between theoretical
constructs and real-world problem-solving. The report emphasizes the practical application of academic knowledge
within the dynamic landscape of digital marketing.

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 4. Learning and Contributions:

This section serves as a narrative of my experiential journey, shedding light on key learnings and contributions
made during the internship. The report delves into the intricacies of WeeBee Social's operations, financial
aspects, and the nuanced dynamics of the digital marketing landscape.

5. Key Findings:

A significant revelation emerges concerning the information-seeking behavior of Indian consumers. The report
explores how this behavior, coupled with the increasing role of internet penetration, impacts consumer interactions.
It underscores the evolving nature of digital touchpoints in the customer's purchase journey.

6. Recommendations:

Building on observations, the report provides strategic recommendations for potential enhancements in
WeeBee Social's digital marketing strategies. These insights aim to contribute to the continual evolution
of the company's approach to effectively engaging with its target audience.

7. Conclusion:

The report concludes by reiterating the symbiotic relationship between academic knowledge and its practical
application in the vibrant field of digital marketing. It highlights the transformative power of experiential
learning, showcasing its influence in shaping future business leaders.

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 CHAPTER 1
INTRODUCTION

Digital marketing can be defined as the process of promoting of brands using distribution
channels internet, mobile etc. In simple terms digital marketing means marketing of products
and services via internet and digital media. In modern times digital marketing has become
very common type of marketing because people today are more exposed to technology and
prefer online browsing as their primary source of communicating.

The digital communication need has only risen in these many years. The main reason of it is
the ignorance of digital marketing. Many firms still tend to ignore the use of technology for
their marketing. The firms who fail to use the digital tolls for their marketing and promotion
fails to beat their competitors who tend to be more active on a digital platform like social media
or many others. Digital marketing firms help to educate such companies about the prosand why
digital marketing is one of the important aspects of marketing today. Digital marketing itself
is catching all terms for sites that provide different social actions. For example, Twitter is a
social site signed to help people share short messages or updates or share their personal
experience with others. Facebook on a contrary is a social networking sites that helps people
communicate to each other on a more personalized basis or share updates, photos, joining
events etc. The digital firms need to understand the brand they work for and what is their target
goal before taking up a contract.

As a student of BBA doing specialization in marketing, I got the opportunity to do my

internship with WeeBee Social. So, I decided to choose digital marketing as my internship
topic. The internship will help me study the different digital marketing tools and how
effectively wecan use those tools. The internship will also help me study on how the clients
can be attractedtowards the company and the companies unique selling strategy.

1.1. Digital marketing

Digital marketing is an intrinsic concept around which the world of business and commerce
revolves. In simple words it is the promotion of brands and products with the use of

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technology. It uses electronic gadgets like smartphones, computers, laptops, iPad etc. to
connect with its customers. It uses digital applications like

1) Social media platforms

2) Email

3) Mobile apps

4) Search engine

In a practical scenario, nowadays companies combine both traditional and digital marketing
strategies to promote their business.

Successful digital marketing strategy

Successful digital marketing strategy mainly revolve around 3 main factors,

1) Managing complex customer relationship across both conventional and digital channels of
communication.

2) Initiating or responding to quick interaction with the customers.

3) Collecting data from various sources to facilitate better decisions faster.

Common trends

Implementing successful strategies in digital marketing involves creativity and innovation.

The main purpose of digital marketing campaigns is to expand the customer base of a client.
All strategies of digital marketing should thus meet this factor for achieving success.

Some of the components of digital marketing involves: -

1) PPC

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2) SEO

3) SMO

Pay Per Click

Setting up a PPC account on search engines is very easy and common nowadays. However,
clients of digital marketing and search engines have different goals from the beginning.

Search engines want click on their clients link so that they can generate higher revenues. On
the other hand, clients do not prefer per click cost instead they prefer direct business.

Therefore, any PPC strategy requires to be drafted with caution.

Social media optimization
The social media has created a great opportunity to promote one’s hand-picked audience. It
helps the company to promote the business to the selected group of audience. Social media
optimization is very common and mostly used marketing tool and it is very crucial for the
companies to understand this strategy.

Search engine Optimization

SEO is a popular component of digital marketing. In fact, it is a strategy to ensure online traffic
to a web portal from organic and editorial listings on the search engines. Major searchengines
include Google, Bing, Yahoo etc.

In this listing, a search engine displays those links that they think is more relatable to the
search query. Websites having higher ranks in the search engine are listed above and mainly
on the first page. People often tend to click and the top searches rather than the bottom ones.
There are a very few populations of people who actually go on to page no. 2 or further to make
their searches. People generally prefer to search from the initial page. Or if people don’t get
their desired search, they often change their keywords and look for more searches. The
common words 5that people often use to search is known as the keywords. The digital
marketing companies help common companies to increase their rank in the search engines to

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increase traffic to their websites. This mode of digital marketing is spread worldwide and is
used by almost all companies.

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SOCIAL MEDIA AS A MARKETING TOOL

By using Social media marketing as a marketing tool, anyone can gain information. education,
news, ete., by electronic media and print media. Social media are distinct from industrial or
traditional media, such as newspapers, television, and film. They are relatively inexpensive
and accessible to enable anyone (even private individuals) to publish or access information,
compared to industrial media, which generally require significant resources to publish
information.

One characteristic shared by both social media and industrial media is the capability to reach
small or large audiences; for example, either a blog post or a television show may reach zero
people or millions of people and also useful to generate revenue. Some of the properties that
help describe the differences between social media and industrial media are:

1. Reach both industrial and social media technologies provide scale and are capable of
reaching a global audience. Industrial media, however, typically use a centralized
framework for organization, production, and dissemination, whereas social media are by
their very nature more decentralized, less hierarchical, and distinguished by multiple
points of production and utility.

2. Accessibility the means of production for industrial media are typically government
and/or privately owned, social media tools are generally available to the public at little or
no cost.

3. Usability - industrial media production typically requires specialized skills and training.
Conversely, most social media production does not require specialized skills and training.
or requires only modest reinterpretation of existing skills; in theory, anyone with access
can operate the means of social media production.

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 4. Profitability social media is a source of promotion but also it is using as a source of
income and get profit by selling and buying through social media sources. Social media
has become the biggest source of platform to perform and earn profit in a very effective
manner.

5. Boost website traffic: Social media is probably the fastest and easiest means of
redirecting traffic to company's website. By simply placing their website URL in their
profile, the company can have all their profile visitors check out their website and a
percentage of traffic is sure to get converted in course of time. This is the virtual way
version of "word-of mouth".

6. Branding: Buying a candy may have been impulsive all your life, but if it is discussed on
a social networking site, there is likely to get brand conscious even a candy. Social media
is a smart way to build brands. Social media platforms are known to be one of the most
powerful and fast means of branding. Some of the big brands like Coke, Ford, Dell, IBM,
Burger King are some of the well-known brands have powerfully used social media
platforms to endorse themselves

WHY SOCIAL MEDIA MARKETING IS IMPORTANT TO BUSINESS?

Social media marketing is essential for businesses to build brand awareness, engage directly with their
audience, and drive customer loyalty. Beyond expanding reach and enhancing visibility, social media
interactions create fun, dynamic opportunities, like hosting Twitter chats or running polls, which make
marketing enjoyable while adding real value. With the rapid growth of social media use -69% of adults
use it compared to 7% in 2005, and mobile use is growing by 30% annually- businesses must tap into these
platforms. Connecting with customers on social channels can improve customer satisfaction and ease
online marketing efforts, as 71% of consumers are more likely to recommend brands they enjoy on social
media.

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OBJECTIVES OF THE STUDY

It is truly said that "A study without objectives is like a tree without roots". In any area of research. the
first and the foremost task is to decide and define the objectives of the research i.e. the reason why the
research study should be conducted. A research study may have many objectives, but all these objectives
revolve around one major objective, which is the focus of the study. In this study, the prime objective is to
identify the opportunities and challenges of the marketing through the social networking sites. This study
is based on studying the emergence of social networking sites as an efficient marketing tool,

In order to pursue the afore-mentioned prime objective, some allied objectives have also been identified
which are as follows:-

1. To figure out the profile of users of social networking sites.

ii. To study the trends and shifts in the marketing practices from traditional marketing to online marketing.

iii. To find out the opportunities available to the marketers in marketing through social networking sites.

iv. To study the challenges faced by the marketers adopting social networking sites as their marketing tool.

v. To study the scope of social networking sites to be used as a marketing tool.

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 INDUSTRY OVERVIEW

The industry evolution of the marketing era led to the introduction of digital marketing
industry. Digital marketing can be defined as the process of promoting of brands using
distribution channels internet, mobile etc. In simple terms digital marketing means marketing
of products and services via internet and digital media. In modern times digital marketing has
become very common type of marketing because people today are more exposed to technology
and prefer online browsing as their primary source of communicating.

In 1991, introduction of a network protocol called gopher, one of the first network of queryand
search tools was the first initiative taken towards the promotion of digital marketing.

Later in the year 1994 yahoo was launched which proved out to be a great path of success in
the field of digital marketing which reached 1 million hits in one year. Further launch of
several other search engines leads to the growth of digital marketing. Today digital marketing
is one the leading marketing strategy used by almost most of the companies. Major businesses
leverage the power of digital channels such as Google search, social media marketing, email
campaigns, online advertising and company websites in order to connect with their current
and prospective customers more effectively. Most companies focus on online channels over
traditional offline marketing methods because of its ability to reach outto a large number ideal
target audience where they're already spending most of their time online.

Digital marketing also enables the marketers to keep a track of the performance of all the
activities deployed. Digital marketing can be broadly classified into 2 major categories based
on the nature of the expected Results - Inbound Marketing & Outbound Marketing. Inbound
digital marketing involves the user directly seeking out to grab the contents via online portals
like website, social media etc. Whereas outbound digital marketing is where the marketers
approach the customers in digital platforms like SMS, email etc. Basically, Digital Marketing
helps to achieve goals of any company by keeping and satisfying your customers. In this
process you also create customers, and provide feedback internally for product/service or
process improvements.

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 COMPANY OVERVIEW- WeeBee Social

WeeBee Social is a fully integrated digital marketing company integrated with legal services
specialized in both inbound marketing and out bound marketing and legal consultancy .
Established in 2015, with office in Dubai, the business hub of UAE, WeeBee Social have
helped more than 200 businesses to achieve their goals and flourish in achieving their true
potential during this time. WeeBee Social believe in creating content which will solve
problems of the clients. When customers search Internet for an answer, we drive them to our
client’s website. WeeBee Social achieve this by fully understanding the client target customers
who are the buyers and uses very sophisticated technology to mapthe customers to the product
or services offered, making the sales process more efficient and measurable by providing real
ROI to the clients.

Inspired by the future technology and is always leads in the new technological advancements.
Block-chain is revolutionizing the way technologies will lead the world and is set to make
drastic changes in the way business would be carried out. WeeBee Social offers a definitive
service which will improve the visibility, productivity and the security of the business.

Major Services of WeeBee Social includes but not limited to the following;

 Digital Consultancy
 Corporate Branding (English / Arabic)
 Digital Marketing (SEO, SMO, Inbound Marketing)
 Web Designing and Development (English / Arabic) (All kind of websites)
 Ecommerce Development (English / Arabic)
 Graphic Designing (English / Arabic)
 Mobile-Application development (Android / IOS/ Cross Platform)
 Block-chain Training & Consultation
 Web Security implementation & Training
 Google 360 Business View / Virtual Walkthrough

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The major competitors of the company may include Virtual Eyes who offer services beyond
Real Estate, Construction, Travel, Leisure, News and Entertainment industries. They also offer
the full money return agreement if the clients are not satisfied.

Another competitor of the company is the PROJEX ME. They provide services like product
modelling, creative concepts, visual designing, stage designing, exhibition stands, video
productions, short films, info-graphics etc. The other major competitors may include PURPLE
360, 360 EMIRATES, SEE INSIDE GROUP etc.

But what makes WeeBee Social stand out from other companies offering similar services
is the ability to fuse our various backgrounds to provide useful insight. As well as the
experience of how to make optimum use of Street View Trusted for your business needs.

The modes operandi of this WeeBee Social starts with a detail problem and need assessment
of the customers. Here they make sure to get the customer confidence before starting the
project.

WeeBee Social mainly concenter on Start Ups and SME sectors which is a fast-growing
digitalizing industry in UAE. WeeBee Social has the industry forecast of 10 years.

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 CHAPTER 2

LITERATURE REVIEW

Digital marketing is the use of technology to conduct various marketing activities that
improves the customer knowledge and meets their needs and wants (Chaffey et al, 2013). In
this developing world companies have realized the importance of digital marketing and they
have realized that in order for them to be successful in digital marketing they have to merge
both traditional and the digital marketing for meeting the customer requirements (Parsons,
Zeisler, Waitman 1996).

Online marketing is the powerful marketing vehicle for building up brand image and also to
increase traffic for the companies to achieve success (Song, 2001). Because of the great
expectations in the terms of producing great results and measuring success for advertisement
money spent, digital marketing is very cost efficient for measuring ROI on advertisements
(Peppelman, 2008).

Today advertising and marketing techniques have given a great pave to digital marketing. Now
digital marketing is a very powerful tool that it can help revive the economy and can produce
great business opportunities for the governments to function in a most efficient way(Munshi,
2012).

Researchers in Singapore have tested the success of digital marketing and found out that digital
marketing is the most effective and useful tool for achieving great result in today’s scenario
(Teo, 2005). Growth in digital marketing is mainly because of the rapid advances in the
technology and changing marketing dynamics (Mort, Sullivan, Drennan, Judy, 2002).

Digital marketing should be accessible, navigable and it should be able to maintain speed
within itself in order to deliver great results for businesses (Kantilla, 2004).

Social media specially Facebook has helped the digital markets to communicate with millions
of people about the products and services and therefore helps in providing great business
opportunities. This is possible only if the marketers are well aware about the communicating
strategies and keep himself updated with the changing technology (Mangold, 2009).

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Marketing professionals must clearly understand the social marketing campaigns andprograms
and how to attract the audience towards the same.

As the marketing dynamics are changing greatly, it is important to adopt different and unique
marketing strategies to attract the young target customers by using social media effectively. It
is important that strategic integration approaches adopted meets the company’s overall
marketing plan (Rohm & Hanna, 2011).

The study was conducted with the neighborhood environment to study the physical disorder
influence and spread of the disease for which they decided to use Google Street view to
spectate the places like hospital, pharmacy, traffic and parking, infrastructure where active
people were present using Google maps. This was conducted in the year 2008 and the sample
was conducted from the 34 blocks near the neighboring environments of New York city. The
result was that the exploratory study using Google Street view was very helping for them to
find their desired result and Google Street view is best to conduct the audit neighborhood
environment (Agyemang C, Huadong CVS, Strunks K, 2007- 2008)

Blogs, as one of the major tools of digital marketing have helped in increasing the sales
revenue, especially for the products where the customers can read the reviews and make ofthe
judgement of the rating of the particular product. The customers can also leave their comments
of their experience with the products which is leads to customer satisfaction andhelps them to
give them a personal experience (Zhang, 2013).

Web experiences greatly affect the mental process of the consumers and have great influence
on their buying decisions (Cetina, Cristiana, Radulescu, 2012).

Marketers who fail to utilize digital marketing as their strategy are in great disadvantage
because internet not only changes the brand image but also its pricing, distribution, promotion
and many other factors (Yiannopoulos, 2011).

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 CHAPTER 3

RESEARCH METHODOLOGY

3.1. RESEARCH DESIGN

The study is in the form of descriptive research. Descriptive research is the type of research
used to describe the behavior of a sample or population. It does not give the answer for how,
when or why the behavior is happening. Rather it answers what the behavior is.

3.2. DATA COLLECTION

This study uses primary data as well as secondary data.

Primary data is the collection of the raw data by the researcher himself using tools likesurvey,
interview etc.

INSTRUMENT: - 1) Questionnaire

2) Case study

The secondary data is the collection of the data that has already been collected and analyzed
via various sources like books, industry official website etc.

INSTRUMENT: -1) Internet

2) Official industry website

3) Internal industry documents

3.3. SAMPLING TECHNIQUE

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Sampling is the process in which the whole data is collected by a group of individuals. Sensex
is one of the sampling methods used by the individuals. The group of people or representatives
is known as sampling. The sample size can be selected by the research type.The sampling size
of this research is 120.

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 CHAPTER 4

DATA ANALYSIS

4.1. SURVEY ANALYSIS: -

TABLE NO.1: - Do you browse on internet before going to a place?

SNO. OPTIONS NO. OF USERS PERCENTAGE

1. Yes 67 55.83%

2. No 19 15.83%

3. Sometimes 34 28.33%

ANALYSIS: -

INTERNET BROWSING

YES
NO

SOMETIMES

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According to this survey, I have interviewed 120 respondents among which 55.8% people
browse on internet before going to a place, 15.83% do not browse and 28.33% people do
browse sometimes depending on the place they want to visit.

TABLE 2: - What are the common mediums that you use to make your search?

S.NO. OPTIONS NO. OF USERS PERCENTAGE

1. Google search 43 35.8%

2. Social media 39 32.5%

3. Google maps 24 20%

4. Others 14 11.6%

ANALYSIS: -

Medium of search

Google search
Social Media
Google Maps
Others

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According to this survey, 120 people were surveyed among which 35.8% people use google
search as their primary medium to make their search, 32,5% use social media, 24% use google
maps and 11.6% use other mediums.

TABLE 3: - Are you aware of the 360-degree street view facility provided by the Googlemaps?

SNO. OPTIONS USERS PERCENTAGE

1. YES 22 18.3%

2. NO 46 38.3%

3. MAYBE 52 43.3%

ANALYSIS: -

360 GOOGLE STREET VIEW

YES
NO
MAYBE

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According to this survey 120 people were interviewed among which 18.3% people know
about the google street view facility and are using it, 38.3% people do not know at all about
such a feature in google maps and 52% people are not sure if they are aware of it.

TABLE 4: - 360-degree street view helps you explore and enhance your experience beforeyour
visit.

SNO. OPTIONS USERS PERCENGTAGE

1. Strongly agree 48 40%

2. Agree 33 27.5%

3. Neutral 13 10.83%

4. Disagree 22 18.33%

5. Strongly Disagree 04 3.33%

ANALYSIS: -

360 DEGREE GOOGLE STREET VIEW

45

40

35

30

25

20

15

10

0
Strongly Agree Agree Neutral Disagree Strongly Disagree

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According to this survey 120 people were surveyed based which we found out that 40% of
users say that 360-degree Google Street view is very helpful and these are the regular users of
this facility 27.5% people say that many times Google 360 view is helpful, 10.83% of the
people say that sometimes it is useful and sometimes it’s not. 18.33% people say that Google
360-degree street view is not so useful and 3.33% of people say that it is not at all useful.

TABLE 5: - How much time do you spend on internet browsing at one go?

SNO. OPTIONS USERS PERCENTAGE

1. ½ hour 45 37.5%

2. 1 hour 29 24.1%

3. 2 hours 27 22.5%

4. More than 2 hours 19 15.83%

ANALYSIS: -

TIME SPENT ON INTERNET

MORE THAN 2 HOURS

2 HOUR
TIME SPENT ON INTERNET

1 HOUR

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 1/2 HOUR

0 5 10 15 20 25 30 35 40

According to this survey, 37.5% users spend around ½ hour on internet browsing, 24.1%spend
1 hour, 22.5% spend 2 hours and 15.833% spend more than 2 hours.

TABLE 6: - Do you check if the website is verified by Google before visiting their website?

SNO. OPTIONS USERS PERCENTAGE

1. YES 51 42.5

2. NO 23 19.16

3. DEFINITELY 34 28.3

4. NOT ALWAYS 12 10

ANALYSIS: -

GOOGLE WEBSITE OPTIMIZATION

45

40

35

30
GOOGLE WEBSITE OPTIMIZATION
25

20

15
30
10

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According to this survey, 120 people were surveyed among which 51 users say that they do
check for website verification before they visit the page, 23 users said that they do not bother
much about website verification, 34 users says that website verification is the most important
factor for a website and 12 users say that sometimes it is important and sometimes it is not
depending on the purpose for their visit.

TABLE 7: - Is the website logo and presentation important to you?

SNO. OPTIONS USERS PERCENTAGE

1. Very important 47 39.16

2. Important 25 20.83

3. Not important 14 11.66

4. Sometimes important 34 28.3

sometimes not
important.

ANALYSIS: -

IMPORTANCE OF LOGO
45
40
35
30
25
20
15
10

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 5
0
IMPORTANCE OF LOGO

According to this survey 120 people were surveyed among which 47 people say that website
logo and presentation is very important. 25 people say that it is important but not very
important. 14 people say that it is not so important and 34 people say that it varies and
sometimes it’s important and sometimes it is not based on the type of search they make.

TABLE no. 8: - How do social media advertisements effect your buying decisions?

SNO. OPTIONS USERS PERCENTAGE

(%)

1. Make my decision easier. 43 35.8

2. Makes me aware of new promotions and 24 20

offer.

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3. Give me a clear idea of affordable and 16 13.3
quality products.

4. Confuses me because of large variety. 15 12.5

5. Leads to manipulation 10 8.33

6. Makes my decision even more 12 10

complicated.

ANALYSIS: -

Social media advertisements

Makes my decision easier

Makes me aware of new
promotions and offers
Gives me clear idea of
affordable and quality products
Confuses me because of large
variety
Leads to manipulation
Makes my decision even more
complicated

According to this data, out of 120 respondents interviewed 43 people believe strongly that
social media advertisements makes their buying decision easier, 24 people believe that social
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media advertisements helps them to be more aware of new product promotions and offers, 16
people think that it gives them clear idea of affordable and quality products, 15 people think
that it confuses them with the large variety of products, 10 people think that it leads to
manipulation and 12 people think that it makes their buying decision even more easier.

TABLE 9: - Social media plays an important role in digital marketing.

SNO. OPTIONS USERS PERCENTAGE

1. Strongly agree 62 51.66

2. Agree 25 20.83

3. Neutral 16 13.33

4. Disagree 12 10

5. Strongly Disagree 5 4.16

ANALYSIS: -

ROLE OF SOCIAL MEDIA IN DIGITAL MARKETING

Strongly Disagree

Disagree

ROLE OF SOCIAL MEDIA INDIGITAL

MARKETING
Neutral

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 Agree

Strongly Agree

0 10 20 30 40 50 60

According to this survey of 120 respondents, 62 people say that social media is a very
important aspect of digital marketing, 25 people say that social media is one of the important
factors, 16 people say it differs based of the requirement of marketing, 12 people disagree to
the statement that social media is important, and 5 people strongly disagree to this statement
and believe that social media have got nothing to do with the digital marketing

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 CHAPTER 5

CONCLUSION AND FINDINGS

Some of the Internship based key findings are: -

Task accomplishment

As an intern I was appointed to work with the social media marketing department of the
organization. This helped me to understand the actual work scenario in an organization. I
gota practical exposure and great opportunity to learn new aspects and concepts.

Adjustment with the workplace

While I was an intern in the office, I was always treated an employee like others. I got
sufficient assistance from the working people which helped me study their working strategy
and USP. This enhanced my knowledge, skill and the power of applying my academic
knowledge in the workplace.

Enhancement of communication skills

As a fully client-oriented organization, WeeBee Social provides great service to their

clients where communication skill is one the primary factors. I have achieved significant
about their service delivery and the role of communication skill in delivering a service
more effectively and taking orders in huge number. I also got an opportunity to fix
meeting withtheir clients which helped me a lot in improving my communication skills.

Familiarization with the cooperate culture

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 While I was working with the company, I got an opportunity to mix with the culture of the
organization and to cop up with people from different cultural backgrounds which really
helped me to learn about workplace diversity.

From the experience of my research project, here are some of the key findings given by me
purely based on my research.

 According to this research, 120 people were surveyed and it was seen that more thanhalf
of the population always prefer internet browsing before visiting a place to get aclear idea
of the place they want to visit and if that place actually meets their needs and standards.
It shows that internet browsing helps them to clarify and make the

most suitable selection.

 It was seen that the most common medium that people often use to make their searchis
Google chrome followed by social media, Google maps etc. Respondents in this research
suggest and agree to the fact that Google chrome provides them clarity and direct access
to their search. People also agree the growing influence of social mediamakes their search
easier and affordable. People often use Google maps before visiting a place which helps
measure the distance and time.

 This survey was also conducted to test the awareness of one of the growing digital media
platforms called 360-degree street view provided by Google maps. The result was that most
of people were not aware of this new feature and 1/4th of the populationwas aware of this.
360-degree Google Street view helps people to get a 3D insight of the place they would
like to visit. It directs and gives us a virtual interior tour experience of the place that is
likely to visit. This is one of the futuristic digital marketing techniques which is now opted
by many of the hotels, restaurants,

companies etc.
 Google website optimization is one of the oldest digital marketing methods that almost
every company uses today. This survey shows that more than half of the people agree to

37
 fact that google website optimization or google website verification plays a very important
role for their search. People often opt to check only those websites which are google
trusted. Google website optimization also helps the companies to get their website on the
first page of google search and helps them rank1st as compared to their competitors. This
increases their number of searches. This is

another digital marketing techniques that are often used by the companies.
 According to this survey people also say that website logo and presentation is alsovery
crucial for their search. People say that attractive and well-presented website

with enough images attracts and grabs their attention.

 Social media advertisements again are one of the growing digital marketing techniques
widely used. This survey helped us analyses the influence of the same and how SMs affect
their buying behavior. The result was that people think that is makes a lot of difference to
their decision and helps them make a sensible decision. People say that social media
exposes them to different websites and their benefits and advantages over their competitors.
People say that it exposes them to different offers and providesthem wide varieties and helps
them save money and time. People strongly believe thatsocial media plays a very important
role in digital marketing.

CONCLUSION

1. Practical Application of Digital Marketing Strategies:

The internship provided a unique opportunity to bridge the gap between classroom theories and real-world
applications. The practical application of digital marketing strategies, from content creation to campaign
optimization, has been instrumental in translating academic knowledge into tangible results.

Integration of Digital Witnessing the seamless integration of various digital marketing channels at WeeBee
Social has underscored the importance of a holistic approach. Understanding how SEO, SEM, and SMM
work cohesively has been a pivotal insight that will inform my approach to future digital campaigns.

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 1. Client-Centric Focus:

The emphasis on client satisfaction as a priority has been a recurring theme throughout the internship.
Recognizing that meeting and exceeding client expectations, regardless of the scale of the requirement, is integral
to building lasting relationships in the competitive digital landscape

2. Professional and personal growth:

On a personal level, the internship has been transformative. Overcoming introverted tendencies, learning to
communicate effectively with individuals across all levels, and adapting to the fast-paced corporate environment
have collectively contributed to my professional growth and confidence.

3. Data-Driven Decision-Making:

The internship illuminated the significance of data in decision-making processes. The ability to leverage data
analytics tools for campaign optimization and performance evaluation has become a crucial skill that I will carry
forward in my digital marketing career.

4.Adaptability and continuous learning:

The dynamic nature of the digital marketing landscape became evident as strategies were adjusted to meet
evolving trends and consumer behaviors. This experience has instilled in me the importance of adaptability and
the necessity of maintaining a thirst for continuous learning.

5.Corporate Culture and Team Collaboration:

Experiencing the corporate culture at WeeBee Social has been instrumental in understanding the importance of
collaboration. Navigating diverse perspectives within the team and working collectively on projects highlighted the
synergy that arises from effective teamwork.

6.Understanding Market Dynamics in India:

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Exploring the challenges and opportunities for digital marketing in the Indian context has broadened my perspective
on the unique intricacies of this market. Recognizing the high affinity of Indian consumers toward digital media and
the importance of localization in strategies will inform future campaigns.

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 CHAPTER 6

SUGGESTIONS

Social media marketing is comparatively a new concept for many companies nowadays. It is
one of the most interactive communication media specially for the youth. Since social media
marketing is one of the trending digital marketing techniques, I have tried to provide some
recommendations regarding the social media marketing that may help the companies using
social media to prosper in the future.

Increase budget for the social media marketing: -

Since its one of the trending mediums, companies need to invest more on promotion via social
media. It is always seen in the companies that they tend to keep low budgets for socialmedia
marketing.

Increased efficiency of brand pages on social media: -

The product or service advertisements can be more innovative and updated with trends. Like
with the growing trends of polls and hashtags the company need to keep themselves in it
instead of old same post of advertisements.

It is seen that the rate of youth in social media is much more that other age groupers. Hence it
has been proven that they can keep themselves updated as social media communication is a
part of their life.

he whole process and the various key points to crack a deal and how to highly influencepeople
with the marketing strategies.

This internship taught me that digital marketing is not as easy as it seems. It needs specialskills
and techniques and the marketer need to keep himself updated with the changing technology
and have to quickly adapt to that technology to be a good digital marketer.

The exposure to the practical environment has increased my experience and confidence to deal
with the various organizational communication with the customer and also with the

41
colleagues. With this short5 span of time I could increase my knowledge and how to apply my
knowledge in the real world.

Finally, the internship program has increased my skill to communicate and build up my
confidence level to work in real projects and teams.

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 CHAPTER 8

REFERENCES

Books: -
Literature review (marketing researches done by authors). Retrieved on January 13th, 2019,
from: -

1) Michael Cohn: - Mastering Digital Marketing

2) Damian Ryan: - Understanding Digital Marketing
Websites: -
1) Literature review books reference. Retrieved on May 18th, 2019, from-
www.ebooks.com/en-in/subjects/business
2) Literature review website reference. Retrieved on May 18th, 2019, from-
www.ncbi.nlm.nih.gov/pmc/articles/.
2) About the digital marketing industry (industry profile). Retrieved on May 19th, 2019,
from- https://neilpatel.com/digital-marketing.

3) History and background of the company (company profile). Retrieved on June 1st, 2019,
from- https://www.insprago.com.

4) Data collection. Retrieved on June 25th, 2019, from- https://neilpatel.com/digital-

marketing.

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 CHAPTER 9

APPENDIX
QUESTIONNAIRE

Name: -

Occupation: -

Gender: - ☐Male ☐Female

1) Do you browse on internet before going to a place?

☐ Yes ☐ No ☐ Sometimes

2) What are the common mediums that you use to make your search?

☐Google search ☐ social media ☐Google maps ☐Others

3) Are you aware of the 360-degree street view facility provided by the Google maps?

☐Yes ☐No ☐Maybe

4) 360-degree street view helps you explore and enhance your experience before your visit.

☐Strongly agree ☐Agree ☐Neutral ☐Disagree ☐Strongly

disagree

5) How much time do you spend on internet browsing at one go?

☐1/2 hour ☐1 hour ☐2 hour ☐More than 2 hours

6) Do you check if the website is verified by Google before visiting their website?

☐Yes ☐No ☐Definitely ☐Not always

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7) Is the website logo and presentation important to you?

☐Very important ☐Important ☐Not important ☐Sometimes important and

sometimes not important.

8) Do you remember any advertisement on social media? If yes please specify.

☐ Yes ☐No

Specify: -

9) How do social media advertisements effect your buying decisions?

☐Makes my decision easier

☐Makes me aware of new promotions and offers

☐Gives me a clear idea of affordable and quality products.

☐Confuses me because of the large variety

☐Leads to manipulation

☐Makes my decision even more complicated

10) Social media plays an important role in digital marketing.

Strongly agree ☐Agree ☐Neutral ☐Disagree ☐Stronglydisagree

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