Final Report PDF

A
PROJECT REPORT
ON
“A STUDY ON DIGITAL MARKETING WITH REFERENCE TO

MWELL SOFTWARE SOLUTIONS”
Submitted in partial fulfilment of the requirement for the award of
Faculty of Business Studies

In
Branch of
Bachelor of Business Administration

Sharnbasva University, Kalaburagi
By
NARENDRA DHUPE
USN NO.: (SG20BBA033)
Under the guidance of

Internal guide external guide
Prof. BASAYYA H M.S. PATIL
Sharnbasva University Director
Kalaburagi Mwell Software Solutions, Pune
2022-2023
BACHELOR OF BUSINESS ADMINISTRATION
CERTIFICATE
Certified the Project work entitled “A STUDY ON DIGITAL MARKETING WITH

REFERENCE TO MWELL SOFTWARE SOLUTIONS” is a bonafide work carried
out by NARENDRA DHUPE bearing USN No. SG20BBA033 in partial fulfillment of
the requirement for the award of the degree of Sharnbasva University, Kalaburagi during
the year 2022-2023. It is certified that all corrections / suggestions indicated for Internal
Assessment have been incorporated in the Report. The Project Report has been approved
as it satisfies the academic requirements in respect of project work prescribed for the
BACHELOR OF BUSINESS ADMINISTRATION Degree.
Signature of the Guide Signature of the Chairperson Signature of the Dean
Names of the examiners Signature with date
2
DECLARATION
I, NARENDRA DHUPE, hereby declare that the Project Report, entitled “A STUDY ON
DIGITAL MARKETING WITH REFERENCE TO MWELL SOFTWARE
SOLUTIONS”, submitted to the BBA Programme, Faculty of Business Studies,
Sharnbasva University, Kalaburagi in partial fulfillment of the requirements for the award
of the Degree of Bachelor of business administration is a record of original training
undergone by me during the period (16 weeks) April-july2023 under the supervision and
guidance of Prof. BASAYYA H, BBA Programme, Faculty of Business Studies,
Sharnbasva University, Kalaburagi and it has not formed the basis for the award of any
degree/fellowship or other similar title to any candidate of any University.
Place: Kalaburagi Signature of the Student

Date:
ACKNOWLEDGEMENT
I am extremely thankful to our Chancellor, BBA Program, Faculty of Business Studies,

Sharnbasva University, for his invaluable support. I wish to express my profound gratitude
to our honorable Vice Chancellor, Sharnbasva University, Kalaburagi for their kind
permission to undergo project work successfully. I express my heartfelt thanks to our Pro
Vice Chancellor, Registrar, Registrar (Eval) and Dean, Sharnbasva University,
Kalaburagi who provided all facilities for carrying out this project.
I immensely thanks to our Dean Dr. S H Honnalli and Chairman, Prof. Shashikant
Kalshetty for his valuable suggestions and guidance for the completion of project work. I
express my sincere thanks to my Internship Training Project Report Prof. Basayya H for
guiding me throughout the work and I express my sincere thanks to my Internship Training
Project Report. I thank God Almighty for showering his perennial blessing on me for
giving me the courage to pursue this project work successfully.
NARENDRA DHUPE
(SG20BBA033)
CONTENTS
SL NO. PARTICULARS PAGE NO.
CHAPTER 1 INTRODUCTION 1-6

1.1 INTRODUCTION 1
1.2 OBJECTIVES OF THE STUDY 2-3
1.3 METHODOLOGY OF THE STUDY 4
1.4 SCOPE OF THE STUDY 5
1.5 LIMITATION OF THE STUDY 6
CHAPTER 2 THEORETICAL BACKGROUND 7-30
CHAPTER 3 COMPANY PROFILE 31-47
3.1 INDUSTRY PROFILE 31-39
3.2 COMPANY PROFILE 40-47
CHAPTER 4 ANALYSIS AND INTERPRETATION OF 48-76

DATA
CHAPTER 5 FINDINGS, SUGGESTIONS AND 77-81
CONCLUSION
5.1 FINDINGS 77-78
5.2 SUGGESTIONS 79-80
5.3 CONCLUSION 81
BIBLIOGRAPHY 82
ANNEXURE AND QUESTIONNAIRE 83-87

A STUDY ON DIGITAL MARKETING WITH REFERENCE
TO MWELL SOFTWARE SOLUTIONS, PUNE
CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
Digital marketing is marketing that makes use of electronic devices such as personal
computers, smartphones, cell phones and game consoles to engage with stakeholders. Digital
marketing applies technologies or platforms such as websites, e-mail, apps and social
networks.
Mwell software solutions has emerged as one of the best online media companies in
the Indian marketplace. The company offers a plethora of services in all online media
platforms. The offerings include marketing and consulting on Facebook, Twitter, LinkedIn,
SlideShare, YouTube, and Google. The firm worked with multiple brands on social media.
The project was in the marketing department of Mwell software solutions. The project was
“A study on digital marketing and its impact on revenue generation with reference to Mwell
software solutions” This report will help to get an idea about digital marketing and how the
digital marketing has impact on revenue generation for digital marketing companies and with
reference to Mwell software solutions.
Through this study we will see how online media companies emerging how they are
generating revenue and how they are growing economically and revenue generation models
of online media companies particularly reference to Mwell software solutions.
Main findings of this internship are given here. Indian customers are highly
information seekers. They collect more information about a product before buying it. Internet
penetration in India is key player for this phenomenon.
Faculty of Business Study BBA (Co-Ed) Page | 1

1.2 OBJECTIVES OF THE STUDY
Advertising is normally done by a third party known as advertising agency. An

advertising agency is a service based business dedicated to creating, planning, and handling
advertising for its clients. An ad agency is independent from the client and provides an
outside point of view to the effort of selling the client's products or services. An agency can
also handle overall marketing and sales promotions for its clients. Types of ad agencies are
➢ Full service agencies

➢ Creative agencies
➢ Specialized agencies
➢ In-house agencies
➢ Digital agencies or new media agencies
This report is completely discussing about digital or new media agencies. There was a
time when Television was the most popular medium for Marketer to promote, spread
awareness and generate leads for their products but now the trend has changed, and Digital
media has taken its place. Main reason for this change was
➢ Traditional methods are expensive. Compared to digital marketing channels, you
could end up spending lakhs of rupees more.
➢ Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an advertisement and took action. This data is collected long after the
initial advertisement impression is made and still then, the statistics are far from exact
numbers.
➢ Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is being
viewed, how often, how long, as well as other statistics such as sales conversions.

The digital landscape is moving at a lightning fast pace. Every industry has been
affected by the advances in digital. Digital marketing is an essential part of this for
companies who want to utilise the power of the internet in order to boost business. The
tremendous scope of Internet Marketing in India, we have to understand that marketing
through the internet can be an entirely different ball game. In fact it is a potent combination
of technology and marketing acumen.
Digital Marketing like traditional form of marketing is a highly result driven and set
objective practice. One can’t begin a digital marketing campaign without setting the
campaign objectives. A digital marketer understands the needs of the clients and visualizes
their needs to deliver what they want.
so, as a marketing management student it's very essential to research on such an
important marketing tool and study on its impact on revenue generation will help you to
know about how marketing agencies performing.

1.3 METHODOLOGY OF THE STUDY
1.3.1 Data collection:

• The task of data collection begins after a research problem has been defined and
research design has been chalked out.
• While deciding about the method of data collection to be used for the study, the
research should keep in mind two types of data viz. Primary and Secondary.
1.3.2 Sources of data:

a) Primary Data.
b) Secondary Data.
Primary data:
The observation method is the most commonly used method. Data pertaining to
digital marketing process and most of information is collected from project guide in the
company. Questionnaire method is also very widely used in order to give a structure to the
entire study.
Secondary data:
Secondary data is collected from already existing sources in various organization
broachers & records. Secondary data for the study were collected from the magazines,
websites & other previous studies. To meet the objectives, the study used qualitative
research. The descriptive study was done through review of existing literature that helped in
validation and extraction of the important variables and factors. Data was collected from
secondary sources. Secondary sources were magazines, websites, books, office executives,
and company data.

1.4 SCOPE OF THE STUDY
1) To understand the digital marketing models.
2) To understand marketing effectiveness.
3) To understand how digital marketing campaign's takes place.
4) To understand how digital marketing agencies works and generating revenue.
5) To understand how digital marketing has impact on revenue generation.

1.5 LIMITATIONS OF THE STUDY
1) The time span for the project is limited.
2) This revenue generation model completely with reference to Mwell software solutions
3) Time of campaigns for some client is more than three months.
4) Advertising expenditure of some companies is confidential so it can’t be revealed.

CHAPTER 2
THEORATICAL BACKGROUND
2.1 THEORETICAL BACKGROUND
Meaning:
Digital Marketing is a collective name for marketing activity carried out online, as
opposed to traditional marketing through print media, live promotions, tv and radio
advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs, particularly important for small- and medium-size
businesses and start-ups, accurate targeting and excellent reporting.
Types of Digital Marketing:

In normal outbound marketing, we will use pull and push marketing strategy. Like
that in digital marketing also pull and push are types.
In push digital marketing the marketer sends a message without the recipient actively
seeking the content, such as display advertising on websites and news blogs. Email, text
messaging and web feeds with customized Contents can also be classed as push digital
marketing when the recipient has not actively sought the marketing message. Push

marketing allows you to target your demographics and use your marketing dollars to
promote your product to the people you know are interested in what you have to sell.
A push marketing campaign can be more expensive when it comes to upfront costs,
so you really need to be sure that your marketing is going to reach the right people at the
right time. Behaviour targeting is good example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info
graphics and other forms of visual messaging and search engine optimization (SEO). A pull
marketing campaign also includes public relations or other ways of reaching out to potential
or already realized customers who you want to keep engaged.
Fig. 2.1 trend in the market of digital marketing

While a pull marketing campaign can be less expensive to get started, you will incur
costs in other ways. For example, if you are running a social media campaign, you will need

to hire someone to manage your social media and respond to people who leave comments
or ask questions. Social media gets people talking and that has a major impact on sales.
Pull marketing also requires a greater investment in time, but it gives you more
ability to entertain your customers and educate them about your company. But don't get
confused by seeing Email in push and pull, there is a difference. If marketer is sending
emails with customized content or banners to specific group of customers is push digital
marketing. If marketer is sending emails with the same content or banner to all customers is
pull digital marketing.
Advantages of Digital Marketing:

Digital Advertising is increasingly an inherent budgetary component of many
organizations today. Organizations of all sizes use the medium to promote their products
and services. So well, why do so many organizations use the medium? Simply put, it is due
to the numerous advantages that online advertising offers. These are discussed in the
paragraphs ahead.
Reach:
The ability of the online medium to target a certain demographic of users is one of
the greatest advantages of digital advertising. In addition, the geographical reach of the
online medium is far greater than that of traditional media. It’s not only cost effective to
achieve a wider geographic area, but the ads can also be targeted to the desired audience.
For example, if an advertiser is keen on selling his or her products targeted to a certain
demographic of people, it is quite possible through online advertising. Digital advertising
has matured to the extent that web publishers, media agencies and advertisers themselves
know the optimal ways and websites for a certain category of products or services.

Measurement:
With various tools becoming available, tracking effectiveness of ad campaigns is
becoming possible today. In other words, measuring Return of Investment is increasingly
possible today. Organizations that were previously reluctant to spend online, now realize
that the online medium does offer means to alleviate any such fears. Moreover, when
properly designed online marketing campaigns generate the desired results, advertisers are
further encouraged to continue advertising online.
Interactive and Engagement:

The Internet is arguably the most interactive and engaging medium among various
others. Interactive campaigns have become a norm with the power of the online medium.
One such advertisement worth mentioning is the campaign by AXE where the end user
could alter the smile of a woman as he/she liked to i.e., in an interactive framework. The
advertisement struck an instant chord with the youth to which AXE the brand is positioned
for Customers are basically just a click away from the advertisers. In other words, direct
response between end users and advertisers is possible through the online medium.
Time:
Through the Internet, an advertiser can reach a desired target group or demographic
in a much shorter time frame. For example, if an advertiser needs to plan some sort of
ambush marketing, the online medium can be an effective means of achieving it. Even
otherwise i.e., for regular marketing campaigns, the total time necessary to complete an
online advertising campaign is less than that of traditional advertising methods.
Cost:
When compared to traditional forms of advertising, digital advertising is cheaper.
Various payment models are available between the advertisers and publishers. Many a time,
advertisers are charged only when visitors click on their ads. The various payment models
are discussed in detail in the next section.

DIGITAL MARKETING CHANNELS:
1.SEO (SEARCH ENGINE OPTIMIZATION)

Search engine optimization (SEO) is the process of affecting the visibility of a
website or a web page in a search engine's natural or un-paid search results. SEO may target
different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing
its content, HTML and associated coding to both increase its relevance to specific keywords
and to remove barriers to the indexing activities of search engines. Promoting a site to
increase the number of back links, or inbound links, social book marking, directory
submission is the SEO tactic.
Fig. 2.2 Search engine optimization

Directory submission
It is a part of SEO (Search Engine Optimization) off page work. Directory
Submissions is a process of submitting your Website URL to theme related Directory like if
your site is Health Related you should Submit your site URL to Health related directories
sites for getting Back link from them.
Types of Directories: –There are basically three types of Directories Submissions

1. Paid or Featured Web Listing: – In this type of Directories Submission the owner of
Directories Site Will Charge for Submission and your link will approved hand to hand or
within 24 hours you will get fast back links from this type of submission. Some sites offer
this package for yearly or lifetime.
2. Free or Regular Web Listing: – It is free for Directory Submission no one charge for
free or regular submission but there is no guarantee for getting approved your link by
Administrator and it will take lots of time.
3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit to your site
when you activate Directory Link then Directory administrator will approve your link.
Fig. 2.3 directory submission process

Types of Directory Submission Ways
1.Automated Directory Submission: In this way of submission many software and tools
are used to submit directories it will save time and with the help of automated huge amount
of submission done in short time.
2.Manually Directory Submission: It is done by manually and it will take lots of time to
do directory submissions.
Process of Directories Submissions

1. Open a Directory Site
2. Click on Submit Link
3. Choose your link type like Reciprocal Link Free, Regular Link Free and Featured
Lifetime Link.
4. Fill your Site Title
5. Fill your Website URL
6. Fill Owner Name
7. Fill Owner E-mail id
8. Fill if you Choose Reciprocal Link
9. Fill Website Description
10. Choose Category related to your Site
11. Then Click on Submit Link
Then Confirmation Message will Display for your Submission and you will received a
confirmation mail you must confirm it by clicking that link some sties send confirmation
mail some doesn’t send it.
Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others
to see because they find it interesting, valuable or cool. In a way, social bookmarks are just
like the bookmarks you already have on your private computer. The difference between the
two is that social bookmarks are saved to the web where they can be easily shared while
private bookmarks are saved to your own browser. The idea behind social bookmarking is
simple: post links on popular social bookmarking websites to increase your own traffic and
gain an ongoing stream of new readers and customers. Content that are openly shared with
other Internet users literally have unlimited growth potential. For example, one link can
quickly multiply and reach the desktops across the world if one user passes it on to others,
and those users in turn do the same, and so on. Online marketing has gravitated away from
true-and-tried ad and affiliate marketing toward the rapidly growing world of global social
networking. Social bookmarking is a great traffic-boosting search engine optimization
(SEO) strategy because it’s easy, effective, and trendy.

2.SEM (SEARCH ENGINE MARKETING):

Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages through
optimization and advertising. SEM may use search engine optimization, which adjusts or
rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.
Fig. 2.4 Paid advertisements
There are four categories of methods and metrics used to optimize websites through search
engine marketing.
1. Keyword research and analysis involves three steps ensuring the site can be indexed in the
search engines, finding the most relevant and popular keywords for the site and its products,
and using those keywords on the site in a way that will generate and convert traffic. A
follow-on effect of keyword analysis and research is the search perception impact. Search

perception impact describes the identified impact of a brand's search results on consumer
perception, including title and Meta tags, site indexing, and keyword focus. As online
searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual.
2. Website saturation and popularity, or how much presence a website has on search engines,
can be analyzed through the number of pages of the site that are indexed on search engines
and how many backlinks the site has. It requires pages to contain keywords people are
looking for and ensure that they rank high enough in searchengine rankings. Most search
engines include some formof link
Popularity in their ranking algorithms. The following are major tools measuring various
aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and
Market leap’s Link Popularity and Search Engine Saturation.
Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to
direct traffic to websites, in which advertisers pay the publisher (typically a website owner)
when the ad is clicked. It is defined simply as “the amount spent to get an advertisement
clicked.”
With search engines, advertisers typically bid on keyword phrases relevant to
their target market. Content sites commonly charge a fixed price per click rather than use a
bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on
web sites or search engine results with related content that have agreed to show ads.
In contrast to the generalized portal, which seeks to drive a high volume of traffic to
one site, PPC implements the so-called affiliate model, which provides purchase
opportunities wherever people may be surfing. It does this by offering financial incentives (in
the form of a percentage of revenue) to affiliated partner sites. The affiliates provide
purchase-point click-through to the merchant. It is a pay-for-performance model: If an

affiliate does not generate sales, it represents no cost to the merchant. Variations include
banner exchange, pay-per-click, and revenue sharing programs.
There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This
value is based on the type of individual the advertiser is expecting to receive as a visitor to
his or her website, and what the advertiser can gain from that visit, usually revenue, both in
the short term as well as in the long term. As with other forms of advertising targeting is key,
and factors that often play into PPC campaigns include the target's interest often defined by a
search term they have entered into a search engine, or the content of a page that they are
browsing, intent, location, and the day and time that they are browsing.
Flat-rate PPC:
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will
be paid for each click. In many cases the publisher has a rate card that lists the pay-per-click
(PPC) within different areas of their website or network. These various amounts are often
related to the content on pages, with content that generally attracts more valuable visitors
having a higher PPC than content that attracts less valuable visitors. However, in many cases
advertisers can negotiate lower rates, especially when committing to a long-term or high-
value contract. The flat-rate model is particularly common to comparison shopping engines,
which typically publish rate cards.However, these rates are sometimes minimal, and
advertisers can pay more for greater visibility. These sites are usually neatly
compartmentalized into product or service categories, allowing a high degree of targeting by
advertisers. In many cases, the entire core content of these sites is paid ads.
Bid-Based PPC:
With the bid-based PPC model, the advertiser is allowed to bid, to compete against
similar advertisers in a private auction. Each of the bidding advertisers lets the publisher
know the maximum amount they are willing to pay for a given ad spot or keyword. The
winning advertisers then pay for each click on their advertisement, based on the amount they
bid. The common practice amongst bid-based PPC websites such as Google Ad Words, is to

charge a small amount more than the next highest bidder. As you can see, Payper Click can
be a massively effective means of directing targeted traffic to your website, and is relatively
inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive
clicks by corrupt web developers or competitors out to cost you additional money. If used
properly, you can find new customers with ease using Pay per Click. It might also be
beneficial to find a reputable pay per click company to assist you with your campaigns.

3.SOCIAL MEDIA MARKETING:
Social media marketing is the process of gaining website traffic or attention through
social media sites. Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it across their social networks.
The resulting electronic word of mouth refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant messages, news feeds) about an event,
product, service, brand or company. When the underlying message spreads from user to user
and presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.
Engagement
In the context of the social web, engagement means that customers and stakeholders
are participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.
Facebook Marketing
Facebook is the world's mostpopular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already using the
platform and you should be too. In fact, people are 51% more likely to make a purchase
after "liking" a brand on Facebook. Face book marketing requires a good intellects and
unique thinking to make the campaign effective.

Fig. 2.4 Process of facebook marketing
In face book marketing in fact in visual /web marketing your content speaks a loud that is
why make sure your content should be relevant to your audience and business.
Facebook is a low-cost marketing strategy

Marketing activities that would cost the Indiands of dollars through other channels can be
used on Face book for a fraction of the cost. This makes it ideal for small to medium
businesses with a limited marketing budget. Larger businesses can also trial marketing
concepts and themes through Facebook before committing to bigger campaigns.
Share basic information about your business

Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about your
staff, history, or any other aspect of your business that is likely to attract other Face book
users and create interest in what you do.
Share pictures and videos from your business

As well as allowing you to post text, Face book lets you upload pictures and videos from
your business. This can be a powerful way to communicate with customers and potential
customers, allowing them to see your product or service without having to visit your
premises.

Facebook also allows users to 'tag' photos to indicate if a Face book friend appears in them.
This function can be used to promote your business. For example, a tour operator could post
a photo on their page of a group going white-water rafting, then invite each participant to tag
their image in the photo. Each tagged image will show up as an update on the participant's
Facebook account, where their friends will see it too. This increases the level of interest in
the picture, and your business.
If you do decide to use tagging, be careful. It can be a privacy issue, and some Facebook
users are sensitive about being tagged in photographs. For this reason, it is better to ask
participants to do the tagging, rather than doing it on their behalf. Talk to existing and
potential customers.
You can use Facebook to 'talk' to existing and potential customers by posting and receiving
messages. But don't use Facebook to aggressively promote your products or services. You'll
have much greater success if you share information related to your business that is actually
useful or interesting to other users.

TWITTER MARKETING
Twitter’s flexible, real-time platform allows you to get creative and drive results at the
same time. Whether you’re looking to drive sales, increase brand awareness or launch a
product. Twitter marketing is not much popular than face book but still it has an impact on
audience
Fig. 2.5 Twitter marketing
The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
Hashtag
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.
Pinterest:
It is a visual discovery social network. It is a way of sharing images of anything, from
fashion to pets to pot plants. You can create your own online pinboards to suits any theme
and share it with likeminded people.

Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hit wise.
Fig. 2.6 maketing using pintrest
How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at crating
boards that are culture and lifestyle related. You can create boards on trends, behind the
scenes, preliminary sketches for products.

INSTAGRAM:
Instagram, the new revolutionary photo-sharing program, making it easier than ever to
share your best pictures with the world. The social media program allow you to upload, add
digital filters, and then post your pictures on your Instagram-feed, as well as other social
networking sites. You can connect your Instagram account with Facebook, Twitter, Tumblr,
Flickr,Foursquare and your email account. This makes it easy to share your pictures on
multiple platforms all at once.
When it comes to brands and businesses, Instagram goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment. Moreover,
Instagram provides a platform where user and company can communicate publicly and
directly, making itself an ideal platform for companies to connect with their current and
potential customers.
Fig. 2.7 Instagram profile layout

GOOGLE +:
Google has described Google+ as a "social layer" that enhances many of its online
properties, and that it is not simply a social networking website, but also an authorship tool
that associates web-content directly with its owner/author. It is the second-largest social
networking site in the world after Facebook. 540 million monthly active users are part of the
Identity service site, by interacting socially with Google+'s enhanced properties, like Gmail,
+1 button, and YouTube comments.In October 2013, Google counted 540 million active
users who used at least one Google+ service, of which 300 million users are active in "the
stream".
Fig. 2.8 Google plus website
With most marketers comfortable with using Facebook for their primary social media
marketing tactics they quite often don’t see the other opportunities. Here are some
compelling reasons to register and start using a Google+ page to complement your Facebook
page, your social media and digital marketing activities.
Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one.
They allow you to create online meetings that are limited to 10 active users but it allows you
to stream YouTube video to an unlimited number of viewers. Hangouts provide a way to

engage with small groups of customers that you may want to share important information
and/or educate.
No update filtering
Google doesn’t need to make money from Google+ as its major revenue (over $30
billion) is from its Google ad words and search advertising. It doesn’t need to force you to
pay to be visible on Google+. Facebook has increasingly applied its Edge rank technology
that filters the updates that are seen by people that have liked your brand’s “Facebook page”.
Some research shows it at less than 15% and shrinking. This is so they can force you to
spend to advertise on Facebook to get attention. It has become “pay to play” Google plus
does not filter (censor) your updates to followers that are following your page.
No ads
Point two leads to another advantage. There are no annoying advertisements on Google
plus. No distractions and no one wanting to sell you weight loss or dating services.
Social signals
Google wanted to enhance its search engine capabilities by having humans vote on
what content they liked. (That is the Google+ button). This is now built into Google’s search
algorithms to ensure that Google remains relevant on the web. This makes certain that your
content is receiving votes (social signals) when you are participating on Google+.

YOU TUBE:
YouTube is a video Social Networking site, and the 2nd most popular search site on
the Internet after Google, who owns YouTube. YouTube video watching is a significant
activity on the Internet, with over 1 billion visits to YouTube daily and over 100 million
videos watched daily. And it's easy for anyone who sees your video to rate it and share it
with his Social Network.
Fig. 2.9 Youtube home screen

Pros:
Vast Audiences for your Video
The success of any business depend upon its visibility and youtube gives you that very
much required exposure with little or no effort at all. It is just the matter of selection of
uploading your video under right place, under right category. So it is very easy and more
likely to reach masses when you use youtube for your videos, and hence chances of clever
video to grab viewers’ attention and go viral, is quite high on youtube, when self-hosted
videos(websites). Anybody can embed videos on their websites, blogs etc. and if good, your
video will also be approachable from outside of youtube. In case you want your video to be
viewed by selected number of people. You can do that by making it private.
Save Dollars with Free Video Hosting

If you are planning to host your videos on your own video hosting server or thinking about
getting licence from a video platform then you have to take in account, this extra burden of
dollars on your wallet. Though Google don’t promote commercial video sharing but has now
made an amendment in the terms and conditions for sharing original contents of brands. It is
one time investment and you would be happy to upload your content on YouTube as you are
still saving the additional design and functional costs. Hence, if you compare the current cost
for licences of video platform YouTube brand channel is a smart bet.

ODA (ONLINE DISPLAY ADS):
Display advertising is a type of advertising that is located on websites. It can be seen in

a wide range of different formats and contains items such as texts, images, flash, video and
audio. The main purpose is to deliver general advertisements and brand messages to the plus
40 million people connected to the Internet each month.
It is important to choose the right format because it will help to make the most of the
medium. It is also possible to add:
• Video
• Expendables: flash files that expand when the user interacts on mouse over
• Overlays: ads that appear and that it is possible to remove clicking a close button;
• Sponsorship: including a logo or adding a brand to the design of a web site.
To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by
the creative.
Standard size
IAB has also created a universal standard for display ad sizes Page text. There are four
dimensions that have been decided as universal and are respectively:
• Banner 728 x 90
• Rectangle 336 x 280
• Skyscraper 160 x 600
• Square 250 x 250

Fig 2.10 Online display ads

CHAPTER 3
COMPANY PROFILE
3.1 INDUSTRY PROFILE
The growth in digital marketing trends in India is making a very substantial impact on
marketing and advertisement.
The big picture of the Digital Marketing industry in India cannot be complete if a short
preview of the past digital marketing statistics is not made.
Going back to history, the International Journal of Advanced Research Foundation reveals
the following stats on digital marketing in India
GROWTH OF THE DIGITAL MARKETING INDUSTRY IN INDIA
In 2023, the digital marketing industry in India report statistics revealed that
advertising via mobile phones and tablets was 200% lower than in the following years.
During this year, the net worth was $2 billion.
The growth was geometric, as it rose to $6 billion in 2020. In 2022 Indian advertising
market reached $11 billion and is expected to rise more and reach $14 billion by 2024.
The competitive growth demands more improvement in career work, and professionals are
being added to the field.
The total investment increase from 2020 to 2022 was 1.5 billion dollars over the
preceding years. There has been impressive growth up till this present moment.

The digital marketing in India PPT report by the International Journal of Advanced Research
Foundation revealed that India had seen a golden period in the Internet sector between 2012
to 2022.
With incredible growth opportunities and secular growth adoption for E-Commerce,
Internet Advertising, Social Media, Search, Online Content, and Services relating to digital
marketing.
Fig. 3.1 Growth of the Digital Marketing Industry in India
Today, the digital marketing industry in India is growing at its peak and is still
continuous. Many factors are responsible for this growth. The use of communication tools
has dramatically changed in the year past—no one ever thought to have a credible deal
online.
The above digital marketing in India report indicates the digital marketing statistics.
The belief was that online information is virtual information full of lies.

No one could listen to any online advertisement, not talk about purchasing groceries,
furniture, or clothes. The story has changed.
Everything from marketing to sales can be done online. This is due to the trust restored to
online communication in India.
This has helped the marketing initiatives. The revolution is from the communication
industries.
The low cost of the handset is now available, making it possible for India to have
about 692 million internet users at present, and expected to rise to 900 million by 2025.
This ultimately creates a fascinating business opportunity to sell to a growing population.
Moreover, the development of digital marketing in India is evident in the marketing shift
from anonymity to identity. Interaction on the Internet now looks more physical as opposed
to the anonymity of identity in the past.
Also, marketing information is moving along the same line as entertainment.

The people of India needed an exciting spirit always. This targets their interest in marketing
information.
Several factors have contributed to the growth of digital marketing in India. Before now,
internet usage was only meant for the wealthy. There is now a significant change in the
lifestyle of the middle class.
The Very majority now have access to the internet in India & are looking forward to online
advertising in India.
Internet and 4G penetration revolutionized the marketing scenario for both consumers and
marketers.
It was discovered that lifestyle and standard of living changes had increased consumption,
quality, and pattern of consumption. The quality of use in the urban centers of India is on the
high side.
This is because the majority don’t have time for shopping. Apart from struggles to earn
money, people want other things to be done at their convenience.

A FEW STATS TALKING ABOUT THE GROWTH OF THE DIGITAL

MARKETING INDUSTRY IN INDIA.
The following survey from people indicates the size of the Digital Marketing industry in
India:
• 34% of the companies already had an integrated digital marketing strategy in 2016
• 72% of marketers believed that the traditional marketing model was no longer
sufficient, which would increase the company’s revenue by 30% by the end of 2017.
In 2017, 80% of businesses increased their digital marketing budget, which may surpass the
IT budget.
Only the illiterates could not access the potential of digital marketing because of the
accessibility to computing devices and computer education.
In a survey of 1000 marketers, 52% reported that their budget would increase, and the
remaining 48% think the budget will be the same in 2023.
Many people in this category still don’t trust the online payment method, and they lack
training in English and other foreign languages to market online in global markets.
CURRENT SCENARIO OF DIGITAL MARKETING INDUSTRY IN

INDIA STATISTICS
Digital marketing is one of the most important aspects of any business today.
It allows businesses to connect with potential and current customers through various digital
channels, such as social media, email, and search engines.
In India, digital marketing is overgrowing, with the Indian digital marketing industry in
2025 expected to be worth $160 billion, suggests a Goldman Sachs report.
The current scenario is fascinating. A growing number of businesses and entrepreneurs are
recognizing the potential of digital marketing and using it to grow their businesses.

The number of digital marketing agencies in India is also increasing as more businesses seek
expert help to create and execute effective digital marketing campaigns.
By 2023, the number of dynamic Indian web clients will be around 666 million. As a result
of lockdowns in India’s online business industry, Global Data predicts that the market will
reach 7 trillion rupees by 2023.
Through the COVID crisis, marketers and advertisers on digital platforms have seen an
increase in investment.
Today, even the world’s largest companies are rethinking their marketing budgets to focus
more on digital.
The Indian e-commerce market is projected to reach Rs 7 trillion by 2023 due to the
pandemic and multiple lockdowns, which suggests that digital marketing is booming.
This growth not only positively impacts businesses but also improves people’s lives.

BUSINESS MODEL OF INDUSTRY:
Fig. 3.2 industry business process
ATD- Agency Trading Desk

DSP- Demand Side Platform
SSP- Selling Side Platform
About Process:
Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal.
Otherwise agency can directly approach to ad networks and give orders. These ad networks
buy the inventories from publisher and give to agency. From publisher view he can sell
inventories through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy those
inventories. Bidding will not only for space but also for T.G which required for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technology-
driven as opposed to the historical approach of negotiating price on media inventory.
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory
to manage multiple ad exchange and data exchange accounts through one interface. Real-
time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a
DSP, marketers can manage their bidsfor
The banners and the pricing for the data that they are layering on to target their audiences. A
supply-side platform or sell-side platform (SSP) is a technology platform, web publishers of
the world use a supply-side platform to automate and optimize the selling of their online
media space.
PORTER’S FIVE MODEL ANALYSIS OF DIGITAL

ADVERTISING INDUSTRY:
Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in india.
Generally, in the Indian advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first
time.
1) Threats of New Entry

➢ Full service agencies have high demand in Market.
➢ Lack of getting efficient work force is a threat in digital advertising.
➢ Cost of setting up a digital agency is low. But agencies need to invest a huge
amount in backend function like technology.
➢ Getting clients in the initial stage is a bit difficult, because clients will usually
look the past experience of agency.

➢ Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers

➢ Lot of suppliers are there, but some suppliers who have high reach and affinity
will charge high price for placing ads in their portals.
➢ Real time bidding will lead to increase the demand of some portals.
➢ Bargaining power of suppliers, who provide data and information are very high.
➢ Seasonal campaigns put pressure on supply side to charge high.
➢ Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers

➢ Buyer are the clients of agencies, basically buyers are high idea seekers.
➢ Clients will choose agencies which have good experience in industry.
➢ Clients like long term relationships with agencies, so they also try to adjust with
agencies.
➢ Clients can ask agencies to change pattern of campaigns at any time.
➢ Clients like MNC’s have high power over agencies, but SME’s will satisfy with
performance of agencies.
➢ Backward integration by buyers is not possible.
4) Threats of substitutes
➢ No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
➢ Substitutes are too popular among buyers. They had high demand in past years.
➢ Main competitor for Digital advertising is TVC, but trends are now changing and
showing growth of digital is very high while comparing with others media.
➢ But media consumption through radio is increasing now.

5) Rivalry by existing competitors

➢ At present competitors are low, but it can be increase in future. Because lot new
players are coming to the industry.
➢ Existing competitors have high profile clients and clients loyal toward them.
➢ Most of the traditional agencies are now concentrating in digital also.
➢ Existing firms in the Industry are creating variety and unique campaign for
clients.
➢ Most of the firms have efficient backend support in technology.
➢ Existing firms have the expertise manpower and firms giving good remunerations
to employees. So employees are loyal towards employers.
➢ Some firms are popular due to execution of innovative campaigns.
Conclusion of Porter’s Five Force Analysis

➢ Low threats for new entry.
➢ High bargaining power of suppliers.
➢ Bargaining power of buyer is medium, but in coming year there is chance for
increase. Due to lot of players are coming to industry.
➢ Threats of the substitutes are high, but it will change in coming years.
➢ Rivalry by existing competitors is high, but possible to break it by doing some unique
campaign for client.
➢ Indian market is a potential market for digital advertising due to high internet and
mobile penetration.

3.2 COMPANY PROFILE
Mwell software solutions, a digital marketing firm with a performance-based pricing

strategy, is Gearing up to serve clients in over 3 cities in India, in addition to setting up shop
in Singapore and the Middle East by the end of next fiscal.
MISSION
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user
Contact and Immediate Problem Resolution is our Strength.
VISION
Our vision is to set the high standards for Digital marketing & Technology around the world,
across all industries through hard work, innovation and creativity until the preferred outcome
is achieved.
WHAT THEY DO
Mwell software solution’s services entail Facebook brand building suite, Twitter strategy
planning and implementation, social media platform connects, strategy on social media
applications and SEO and Google AdWords PPC. Its clientele spans across sectors and
includes companies such as Myntra , Indus League, HI design, MakeMyTrip and Toyota, to
name a few. While 75 per cent of its clients are acquired through referrals and online
marketing.

DIGITAL MARKETING AND CUSTOMER ACQUISITION
SEARCH:
From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO),
we ensure that you reach your objectives in the best possible way.
Also known as pay per click or PPC, paid search is one of the most effective digital
marketing strategies when it comes to customer acquisition. That’s because it allows
companies to target their specific audience with the right keywords at the right time.
The companies that use paid search for successful customer acquisition know it’s not only
about the ad. Rather, it’s crucial to pair eye-catching, appealing ad copy with an optimized
landing page that boasts consistent verbiage, clean design, and a clear call to action (CTA).
SOCIAL MEDIA:
Plan companies social media campaigns to reach your exact target market with the right
communication message.
When it comes to social media, you’ve got the option to leverage both organic and paid
avenues. But don’t make the mistake of thinking that each path can be leveraged in the same
way or achieve the same results.

CONTENT MARKETING:
Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach
establishes expertise, promotes brand awareness, and keeps your business top of mind when
it's time to buy what you sell.
A content marketing strategy establishes your brand as a thought leader, boosting trust
among your audience by creating and distributing content in various ways. Content
marketing is a type of inbound marketing that attracts customers and builds loyalty, making it
effective for customer retention.
Content marketing is the development and distribution of relevant, useful content blogs,
newsletters, white papers, social media posts, emails, videos, and the like to current and
potential customers. When it’s done right, this content conveys expertise and makes it clear
that a company values the people to whom it sells.
EMAIL MARKETING:
Email marketing is a powerful marketing channel, a form of direct marketing as well as
digital marketing, that uses email to promote your business’s products or services. It can help
make your customers aware of your latest items or offers by integrating it into your
marketing automation efforts. It can also play a pivotal role in your marketing strategy with
lead generation, brand awareness, building relationships or keeping customers engaged
between purchases through different types of marketing emails.
Advantages of email marketing:

Email has become such a popular marketing tool for businesses partly because it forces the
user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or
archived.

Email marketing can help you build a relationship with your audience while also driving
traffic to your blog, social media, or anywhere else you’d like folks to visit. You can
even segment your emails and target users by demographic so you’re only sending people the
messages they want to see most.
Email marketing also allows you to run tests of a subject line or call to action to identify the
best performing message by using email marketing software that can also be configured to
easily send out emails. Check out Mailchimp's email templates to see more of what you can
do with email marketing.
AFFILIATES:
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
Professionals who work in a corporation's marketing and promotion departments seek to get
the attention of key potential audiences through advertising. Promotions are targeted to
certain audiences and may involve celebrity endorsements, catchy phrases or slogans,
memorable packaging or graphic designs, and overall media exposure.

OMNI CHANNEL STRATEGY AND BUSINESS SOLUTIONS:
WEBSITE DESIGN AND DEVELOPMENT:

Mwell Software Solutions is one of the leading Web development Company, We developed
attractive web-sites application for our customers, giving them a leading edge to stand out in
the market. We deliver every Web applications that meets up the standard quality parameters
including ease-in-navigation, overall constancy and aesthetic designs to our customers within
the decided time and budget. Currently we are serving various website application for our
clients, based in India, as well as other County. We providing professional and best Web
Application services, we have won the trust of many top level companies as their preferred
Web Designing service partner. We offer great prices and offers.
Marketing campaigns promote products through different types of media, such as television,
radio, print, and online platforms. Campaigns are not solely reliant on advertising and can
include demonstrations, video conferencing, and other interactive techniques. Businesses
operating in highly competitive markets and franchisees may initiate frequent marketing
campaigns and devote significant resources to generating brand awareness and sales.
ENTERPRISE RESOURCE PLANNING

ERP software has its roots in the Nineties manufacturing industry, where earlier forms of the
applications were used for manufacturing resource planning (MRP) and computer integrated
manufacturing (CIM). However, ERP has grown to cover all core functions of a business,
regardless of its industry sector. As a result, both private and public sector organisations now
use ERP systems in some form or other.
ERP applications tend to be modular in nature, sharing vital business information which is
held on a central database repository, or repositories

ANDROID APP DEVELOPMENT

We design,develop test and deploy Custom Android apps of your choice with our team, well
versed with Android platform. We have helped our customers achieve significant cost
savings, increase productivity and enter the first growing market of mobile apps.
CUSTOM SOFTWARE DEVELOPMENT

As software development service is a big investment for any organization, we always give
our best to deliver the best services at the most affordable budget. We are consistently
working on, on making more and more innovative and useful software products for our
clients to offer them every solution under the same roof.
SEO / SME
Whether you’re a multi-national giant or a small independent business, your success online
depends largely on one thing - Search Engine Optimisation (SEO). Without effective SEO
that actively propels your web-site up the search engine rankings, any other money and effort
you spend on your site is as good as wasted. To get to the very top you need professional
SEO services of the highest calibre, and that’s where we come in.
E-COMMERCE WEBSITE DESIGN

Ambitious E-Commerce companies are often caught unawares by their own success. Website
relaunch, introduction of new products, newsletter, SEO strategy, internationalization – a
sharp increase in growth can often cause bottlenecks in resources. Irrespective of whether
your business is getting started or whether you are in a period of expansion. We can help you
avoid restrictions on growth during sharp increases and seasonal peaks in demand also.
With our service and a large, international network of Clickworkers, we can create, process
or search for thousands of data requests in numerous languages at record pace.

Mobile Apps Development

Mwell talent pool of mobile app developers includes highly-skilled analysts, UX experts and
app developers who are well-versed in building apps for all the major platforms — whether
it’s iOS, Android, or Windows Phone.

MAJOR CLIENTS OF THE COMPANY
Fig. 3.3 clients of the company

CHAPTER 4
ANALYSIS AND INTERPRETATION OF DATA
4.1 ANALYSIS AND INTERPRETATION OF DATA
Digital marketing is a new trend in marketing, unlike traditional marketing most of

companies not use their own marketing channels for digital marketing mostly it can be
outsourced to third parties like digital marketing agencies like Mwell software solutions
consultancy ltd. Companies like Mwell software solutions generating revenue using digital
marketing it has great impact on revenue model of these companies. Spending’s of various
companies on digital marketing is a revenue for digital marketing agencies like Mwell
software solutions.
DIGITAL AGENCIES: TYPES AND SERVICES

Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At
the high end, for global enterprises, are the agency holding companies with hundreds of full-
service digital agencies around the world. There are also boutique and specialty agencies that
provide channel-specific digital marketing services such as mobile messaging programs,
social media marketing, or SEO link-building campaigns. And there are agencies that focus
on strategy and professional services, such as branding or web design. Like any organization,
each type of agency has its own strengths, weaknesses, and culture. Digital agencies also can
be differentiated by their focus on professional services versus proprietary technology
platforms. Agencies that emphasize their professional services capabilities recommend and
use third-party technology such as campaign management platforms, SEO tools, and social

media management platforms to manage their clients data and digital campaigns. These
agencies view their role as strategists that can analyse and interpret data to provide actionable
results and achieve their clients’ goals.Agencies that develop and offer proprietary tools view
their platforms as a competitive advantage over third-party toolsets that are widely available.
The plethora of digital channels has left many advertisers drowning in data. By providing
technology platforms that are built and customized to client needs, these agencies believe
they are providing unique and critical automation tools that collect, analyse, and optimize
data for their clients.
THE BENEFITS OF WORKING WITH A DIGITAL AGENCY

Agencies owned by large media or holding companies can provide the following benefits:
• Diversity of capabilities from co-owned media properties.
• Built-in sister agency relationships and priority referrals.
• In-network efficiencies.
RESEARCH PROBLEMS
Technical Aspects of problem:

• Finding the online presence of the client.
• Understanding why it is so weak.
• Identifying what solutions would be better for particular client.
• How to improve their presence, etc.
Managerial Aspect of the problem:

• To define SWOT for the client.
• To define their requirements and the corresponding solutions.
• To define the gap analysis for the client.

Business Aspect of the problem:

• To find better business opportunity for ROW.
• To resolve the client’s problem in terms of ROI.
• Competitive benefits and bets pricing offering.

WHY DIGITAL MARKETING:
If a business is thriving, it’s growing. Its revenue is increasing by leaps and bounds.
Company employees are happy, and the owner is excited. It feels good to be in charge of a
growing business. The role of digital marketing is absolutely essential for business growth in
today’s day and age. Are you taking advantage of the Internet and advertising your business
through online strategies. The world of digital marketing might seem confusing, so let us
break it down for you. According to HubSpot, digital marketing refers to any marketing
effort that involves the Internet or an electronic device. If marketing exists online, it’s
classified as digital marketing. Digital Marketing has been rising in popularity over the last
several years. And there’s a simple reason why: the world is online. Technology Review
gives us the stats in 2000, the average American spent about 9.4 hours online. Today, most
people spend 24 hours a week on the Internet, most of the time using their smartphones.
Internet usage is growing, and as a business owner, you’ve got to take advantage of this.
Know where the role of digital marketing stands in your business or you’ll be left behind.
If you have a small business or a start-up, you probably don’t have much money, time, or
manpower to invest into traditional marketing techniques. You don’t need a fancy building
with hundreds of people on staff. You just need a simple but solid digital marketing strategy.
Offline Marketing
Offline marketing is the process to create brand awareness and reach till target customer to
satisfy their needs and want. In many occurrences, individual adopt marketing mix stradegy
for their business promotion. The entire plan behind offline promotion is to obtain leads,
when there is no website for your business. There are many forms of offline marketing
strategies such as through print media as well as non print media. Offline marketing media
includes Television, Radio, Brochure, Flyers, Banners, Newspaper, Pamphlets, Posters.
Offline marketing tools offer varies benefit, Of course the first benefit is that with offline
marketing, a business doesn’t have to be dependent on an internet connection. If a web server
goes down and a website is no longer accessible, that’s valuable custom and discoverability

potentially lost. A smaller business may take a while to get back online during which vital
customer attention may have been spent elsewhere. With offline media there are no such
worries, it exists in the real world and cannot be taken off the grid. Another benefit may be
somewhat less tangible but no less important and that’s that digital marketing is seen by
many customers and clients to be throw away. People are so used to seeing advertisements,
pop ups, and marketing emails that they don’t even notice them anymore.
Online Marketing:
Online marketing is the process to catch the attension of potential customers for business
through particular banner, articles, video, images, flash animation etc. Marketing activities or
information are planned as an elegant tempt to the visitors in which particular website of
business wants to attract. This information is particularly placed on main page or front page
of website to reach till key audiences. It has many ways to be done possible to get traffic for
business through online marketing principles. Online Marketing is the practice of leveraging
web-based channels to spread a message about a company's brand, products, or services to its
potential customers. The purpose of online marketing is to get people to visit your website
and then convert those visitors into paying customers. That’s what online marketing is all
about. It has the same set of objectives like Establish and build brand recognition, Determine
Pricing and make offers, Run advertising campaigns, promotions, discounts and specials etc.
Online marketing media includes Website/Blog, Social Media Marketing, Email Marketing,
Search Engine Marketing, Content Marketing, Video Blogging, Online Classifieds.

Fig. 4.1 market share of different modes of digital marketing
Your website is the key to a successful digital marketing strategy because all other digital
marketing elements direct guests to your website, which should effectively convert guests.
Elements of website design that generate conversions are using best SEO practices and tools,
having a great user experience, and capitalising on the wealth of analytics websites offer. A
website without effective SEO will not organically appear in the top spots on a Search
Engine Results Page (SERP), and therefore won’t generate many clicks from Google, Bing,
and other search engines. These clicks are critical to your digital marketing efforts because
you need to drive as much traffic as possible to your site to generate direct sales. Even the
most beautiful website will be mostly ineffective without the proper use of SEO. Using
keywords that guests are likely to search for and optimising your site for search engines will
improve your SEO and push your website to the top of the organic listings. While Facebook
and Twitter offer limited analytics to track marketing campaigns and tweets, your website
has the ability to collect comprehensive information on who your guests are, how they find
your site, and what they view while on your site. This information is invaluable when trying
to understand and pinpoint your guests and can be used to market your resort to a targeted,
engaged population. Websites are able to capture much more

information about how guests engage with your website and brand than social media
analytics. Aside from data on your guests, website analytics have the power to track
marketing campaigns so you’ll quickly be able to determine how successful a campaign is by
using this Analytics. A sitemap is a structured representation of all pages of a website. Both
the site structure and the individual links between the pages can be listed. Two different
sitemap types can be distinguished, HTML sitemaps and XML sitemaps.
Google Search Console / Google web master:

Google search console is a software tool, offered by Google as a free of cost service for each
and every one. By using this tool to monitor your website and optimize organic results, crawl
issues, sitemaps, mobile usability and backlinks. It’s the leading edge tool wide utilized by
associate exponentially diversifying cluster of Marketing professionals, Website Designers,
App Developers, SEO specialists, and business entrepreneurs. Google webmaster tool is also
called a Google search console. Google has changed the Google webmaster tool to Google
search console. It is a free software tool by using these tools you can to manage your website
of the technical part. For managing the technical part first, you need to add your website and
verify ownership on Google search console.
Crawling and Indexing:

Crawling is tracking and gathering URLs to prepare for indexing. By giving them a webpage
as a starting point, they will trace all the valid links on those pages. As they go from link to
what is crawling in digital marketing link, they bring back data about those web pages back
to Google’s servers. Indexing is the organization of information that occurs after crawling
which allows pages to be seen on search engines. However, your page must be able to be
crawled before indexing, indexing can occur. Therefore, it is important to have all your
website pages available for crawling. When searching at the most basic level, Google’s
algorithms will analyze your search terms in the index to find appropriate pages for you. If
you are looking for computers, it is likely that you are also searching for pictures, videos, a
list of different brands, etc. Google’s indexing systems will note many different aspects of

pages such as videos, pictures, and when they were published to provide potential visitors to
your site valuable content.
Google Analytics:
Google Analytics is a very important digital marketing tool. It allows you to measure the
results of individual campaigns in real-time, compare the data to previous periods, and so
much more. Google Analytics allows you to track many important metrics, covering all
aspects. You can monitor the effectiveness of your online marketing strategies, onsite
content, user experience, and device functionality. All these statistics show you what is
working well, and more importantly, what isn’t. Once you identify any issues your site may
have, you can create a solution. Google Analytics allows you the information needed to
improve your website, and make it the best it can be. Google Analytics is implemented with
Fig. 4.2 Social media usage trends
page tags, in this case, called the Google Analytics Tracking Code, which is a snippet of
JavaScript code that the website owner adds to every page of the website.

AdWords:
Google AdWords is a marketplace where companies pay to have their website ranked right
with the top organic search results, based on keywords. The basic gist is, you select to
promote your brand based on keywords. A keyword is a word or phrase the user searches for,
who then sees your ad. Your ads will only show up for the keywords you pick. Google
counts the clicks on your ads and charges you for each click. They also count impressions,
which is simply the number that tells you how often your ad has already been shown when
the users searched for that keyword. If you divide clicks by impressions, you get the click-
through-rate or CTR. This is the percentage of users who land on your advertised page,
because they clicked on your ad Consider Google AdWords to be an auction house. You set a
budget and a bid. The bid sets how much you are willing to pay per click. If your maximum
bid is $2, Google will only show your ad to people, if other aren’t bidding more on average.
Google doesn’t just want to show people the ads by the highest bidder they could still be
horrible ads. They care about their users so much that they’d rather show them a more
relevant and better ad by someone who pays less. Ad Rank is a metric that Google uses to
determine the order in which paid search ads are displayed on the SERP.
AdSense:
Google AdSense is a popular way for websites to make money from advertisements, all the
way from part-time bloggers to some of the largest publishers on the web. AdWords
advertisers pay Google either by the click In turn, Google shares a percentage of that revenue
with the AdSense publishers. Google AdSense serves ads via plain text, as opposed to
graphical content that dominated the advertising scene when it was introduced in 2003.
Google decided to serve plain text in an effort to minimize the intrusiveness of
advertisements, to optimize the page loading speeds, and ultimately, to elicit a more
favourable marketing response from the site visitor. AdSense is a free, simple way to earn
money by displaying targeted ads next to your online content. With AdSense, you can show
relevant and engaging ads to your site visitors and even customize the look and feel of ads to
match your website. Google ad sense is a wonderful way for website owners and bloggers to
earn extra income from clicks that create traffic for Google. This is how Google ad sense

works. the Ad sense spiders will go through your website to see what all your pages are
about. They will then check their list of ads and put related ads next to each of your articles.
For Example, Someone reading an article on fashion accessories is much more likely to buy
fashion apparels than someone who is reading an article about automobiles. Google display
advertising reaches over 90% of internet users worldwide, with about a trillion impressions
served to over 1 billion users every month. To start implementing Google Ad sense and
display advertising is relatively easy but you need to understand about different types and
sizes of ads that will compliment your website and ad campaign.
4.DIGITAL MARKET IS FUTURE:

Digital marketing is huge, and it’s not going away anytime soon. We’ll prove it to you: $120
billion is the amount the U.S. will spend on digital marketing in 2020, Boost Ability says.
That number equals almost half of the total amount spent on media. The role of digital
marketing is rising dramatically. Boost Ability lists more stats: from 2016 to 2021, the
amount spent on social ads is expected to double ($15,016 to $32,977). The amount spent on
display ads and online videos will increase, too Before long digital marketing is expected to
outperform conventional marketing strategies. People simply prefer online content. managing
director for Google Marketing Solutions of Google Asia Pacific, described the Internet as
rocket fuel when it comes to business growth. Every business needs to be online and digital.
according to Business World To keep growing, small and medium businesses need to meet
consumers where they spend an increasing amount of their time online.

DIGITAL MARKETING INDUSTRY ANALYTICS
1.DATA IS GATHERED ON THE BASIS OF THE PERCENTAGE OF THE

ORGANIZATION'S TOTAL MARKETING EXPENSE BUDGET ALLOCATED TO
DIGITAL MARKETING.
Digital Advertising Accounts for 12.5% of Digital Marketing Budgets

Marketing leaders support a diverse and increasingly complex marketing mix. We asked
marketers how much of their digital marketing budget they're allocating to different activities
such as mobile marketing or analytics.
Below Figure shows that marketers allocated 12.5% the biggest share of their digital
marketing budget to digital advertising. Still, marketers wrestle with digital advertising's
effectiveness. Advertising agencies, technology providers and brand advertisers are working
to address this concern by improving measurement standards and formats.Content creation
and management account for the second largest share of digital marketing budgets. This is
driven, in part, by the desire to populate the infinite appetites of inbound marketing channels.
Social networks, customer forums, and the blogosphere are examples that drive inbound
inquiries or actions. However, you need to create content that delivers the right message to
the right person at the right time, regardless of how the dialogue gets started. That means
content is equally needed to meet the demands of outbound marketing as well. The enormous
pressure to create, manage and distribute content for multiple marketing activities through
the right channels will only increase ascustomers use more digital channels for collaboration,
researching and acquisition of products and services.
Top priorities for increased budgets are commerce experiences, social and mobile marketing,
and content creation and management. See Digital Marketers Escalate Investments to
Support Commerce Experiences to learn why enhancing commerce experiences is a business
imperative.

Fig. 4.3 digital marketing budget as percentage of company revenue.

2.PERCENTAGE OF DIGITAL MARKETING EXPENSE ORGANIZATION

SPENDING ON EACH OF THE ACTIVITIES LISTED. THIS INCLUDES
PERSONNEL COSTS, SOFTWARE AND EXTERNALLY PURCHASED SERVICES.
41% of Marketers Say That Savings from Digital Marketing Are Reinvested.
We asked marketers to identify how they're funding their digital marketing activities. We
found that digital marketing's effectiveness helps stretch digital marketing budgets.
Fig. 4.4 How Marketers Allocate Their Digital Marketing Budgets

Below Figure shows that two in five marketers are realizing savings from digital marketing
compared with traditional techniques. And they're taking that money and reinvesting it into

more digital marketing. Fifty-nine percent of the marketers in retail organizations report that
this is happening compared with only 28% in manufacturing.
On average, 28% of marketers say they've reduced their traditional advertising budget to fund
digital marketing activities. Thirty-four percent of the marketers at high-tech companies are
more likely to take this approach compared with only 19% of the marketers at financial
services and insurance firms.
Reinvesting savings into digital marketing activities is a smart move. And it's a relatively
new activity in a corporate culture where technology has primarily been used in recent years
to cut costs. We don't recommend chasing shiny new objects unreservedly. Rather, we
suggest supporting a culture that is agile and keeps an open mind to testing new techniques
and underlying technologies. It's okay to fail as long as you fail fast in a program with a
limited scope and budget, and you intend to learn from these early failures.

3.DATA WAS GATHERED FROM RESPONSES TO THE FOLLOWING

QUESTION: IN ORDER TO FUND DIGITAL MARKETING, WHICH OF THE
FOLLOWING STATEMENTS ARE TRUE.
Up to 50% of Digital Marketing Activities Are Outsourced.
The pace of change and needs for specific skills force marketing to seek services from
external providers. We asked marketers to estimate what percentage of the work is performed
internally by employees or contract labour, and what percentage is performed externally or
outsourced.
Fig.4.5 Marketers flow Savings Back into Digital Marketing.
Culturally marketing is accustomed to outsourcing. Working with agencies, data providers

and external technology providers are an intricate part of marketing processes. This hasn't
changed and may be increasing. The responses reveal that digital marketers need help lots of
it with specialized tasks such as search marketing, online advertising and mobile marketing.
For the most part, marketers outsource one-third or more of their work to an agency, digital
services organization or other external provider. Below Figure shows that, on average,

marketers outsource one-half of their search marketing the highest proportion of any
marketing activity. Media companies, financial services firms and retailers keep a majority of
their search marketing work in-house.
Digital marketers are more likely to maintain social marketing in-house, with one exception:
Marketers at manufacturers outsource 53% of their social marketing activities. We find that
social analytics, and content creation and management are areas of focus for
outsourcing.Monitoring and analysing social activities require time and new technologies.
And keeping customers interested through social channels requires constant feeding and
nurturing with new content.As a rule, outsourcing your digital marketing activities is a smart
tactic when you don't have in-house resources to stay on top of quickly changing
technologies and techniques, or need specialized talent. But you need to monitor results,
ensure these providers have a stake in your success, and assume some risks.

4.DATA WAS GATHERED FROM RESPONSES TO THE FOLLOWING

QUESTION: FOR THE FOLLOWING LIST OF DIGITAL MARKETING
ACTIVITIES, PLEASE ESTIMATE WHAT PERCENTAGE OF THE WORK IS
PERFORMED INTERNALLY BY EMPLOYEES OR CONTRACT LABOUR AND
WHAT PERCENTAGE IS PERFORMED EXTERNALLY BY SOME TYPE OF
DIGITAL MARKETING SERVICES ORGANIZATION (AGENCY, BUSINESS
PROCESS OUTSOURCER, SPECIALTY FIRMS?
70% of Companies Surveyed Have a Chief Marketing Technologist 80% of Them Report to
Marketing.
Marketing's dependence on technology results in new responsibilities and roles. We asked
marketers whether their companies have the equivalent of a chief marketing technologist and
where that person reports. Figure 6 shows that two out of three organizations have such a
role. Most of the chief marketing technologists report to a senior marketing executive and
only 13% report to the CIO.
Chief marketing technologists are familiar with marketing techniques as well as technologies.
They need to understand how to use technology to define markets, attract, acquire and retain
customers. They often have organizations that align this goal to areas such as marketing
software, data and analytics, social and mobile platforms, digital advertising networks
collaboration and website design. This role may come under one of many different titles,
including CTO of marketing, chief digital officer, chief digital marketing officer, VP of e-
business or even the CMO.
What's driving the need for this role? Marketers are increasingly dependent on technology to:
• Design the customer experience across many channels social, mobile, commerce and
website.
• Integrate data from an increasing number of sources, including internal data (such as
transactions or on-site search) and external data (estimated household income) to get a
better understanding of customers.

• Support marketing campaigns and programs, such as a mobile app, paid search
marketing and social marketing.
• Hiring marketing technologists will help you achieve your tactics. But you need a senior-
level executive who can guide your customer experience strategy across many
technologies the organizational goals channels and match marketing to.
Fig. 4.5 Marketers Outsource This Portion of Digital Marketing Activities

Fig. 4.6 Companies Retain a Chief Marketing Technologist to Guide Strategies
Data was gathered from responses to the following questions: Does your organization
have the equivalent of a chief marketing technologist today? If so, where does he or she
report?
The Top 3 Digital Marketing Activities Key to Marketing's Success Corporate Website,
Social Marketing and Digital Advertising.
Marketers are focused on the marketing mix that will drive success. We asked digital
marketers to identify the three digital marketing activities that are most important to their
success.
Below Figure shows that the corporate website and digital advertising share the distinction of
being the No.1 digital marketing activities that are important to marketing's success. Social
marketing emerged as the next most important activity.
Our survey results suggest that the corporate website will not be displaced by a brand's social
media presence anytime soon. That's all the more reason for marketing leaders to
continuously invest in testing and optimizing their websites, paying
attention to all aspects from customized landing pages to compelling content that encourage
visitors to be engaged with your brand.

Only 9% of respondents said that analytics is most important to their success. We believe this
is an oversight. You need to use analytics to support continuous improvement, understand
your customers' requirements and drive results.

Fig 4.7 What Activities Contribute to Marketing Success
Data was gathered from responses to the following: Please prioritize which of these digital
marketing activities are most important to your marketing organization's success by choosing
three and ranking them most important, second most important and third most important.

INFORMATION GATHERED BY PUBLIC SURVEYS:
1.Do you Collect information before purchasing the products?
5%
Yes
No
95%
Fig. 4.8 public survey report
Survey results showing that 95% of people collect information before purchasing the
products. Only few people don’t bother about info before purchasing product.

2.What type of information will you collect?
Customer's Experience 21%
Quantity 11%
Attributes 10%
Quality 32%
Price 26%
Survey results showing that people who said they collect information before purchasing
product they mainly concern about the product quality and price least concern about
attributes.
3. Did you ever purchase from an online site?
0% 0%
19%
Yes
81% No

Question asked to most of young people and 81% people said they buy from online site and
only few people said they never purchased from online because of reliability issues.
4. If yes, then what type of product / services did you purchase online?
Electronic 22%
Books 11%
Travel products 17%
Fashion accessories 19%
Kichen an home items 2%
Toys 2%
Sport equipments 11%
Gifts 13%
Automotives 3%
People who said they purchase products from online they purchase electronic products,
followed by fashion and travel accessories through online.

5. Do you watch television?
7%
YES
NO
93%
Question asked to various age people and most of them said yes about 93% people said they
watch television only 7% said NO to television.
6. Do you watch television programs through online?
47% Yes
53% No
Survey results showing that almost equal percentage of results.53% people watch TV
programs through online.

7. Do you read Newspapers?
7%
YES
NO
93%
Question asked to various age people 93% people said they read newspaper only few
people said no to reading newspaper
8. Do you read the News through online?
26%
YES
No
74%
93% people said YES to reading newspapers, 74% are reading newspapers through online
portals and only 26% people said NO to read newspaper through online.

9. Do you have mobile phone?
1%
YES
NO
99%
Question asked to various age people maximum number of people said yes that they have
mobile phone 99% answered YES that they have mobile phone.
This survey sample collected from students and working professional and 94% people said
they have laptop or PC.only 6% don’t have laptop or PC.

10 .Do you have a tablet?
30%
YES
NO
70%
Question asked to same students and working professionals and collected results that 70%
people have tablet only 30% people don’t have tablet.
11.Do you have an internet connection in any of the above mentioned gadgets?
4%
YES
NO
96%
Question asked to people who said YES to above asked questions and 96% people have
internet connection to any of those gadgets only 4% people using gadgets without internet
connection.

12.When do you use these gadgets?
With friends 33%
College 26%
Office 16%
Watching T.V 25%
Survey results showing that 33% of people using gadgets when they are with friends and
while watching TV.

CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of
digital marketing.
2. With the study of digital marketing I came to its emergence and extreme growth in
today’s scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are better
than others.
4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will
think about other channels which mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sector
and then call them in fact sometimes the company itself call having seen the E-mailer.
6. Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
7. Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
8. Indian consumers have high tendency to go for online purchase. They have high affinity
to go online for electronic products and apparels.

9. One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
10. The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason may be they can get news updates very early; they
don’t need to wait for daily newspapers.
11. In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
12. More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of
samples have an internet connection is any of these gadgets, this showing the penetration
of internet in india.
13. If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.
14. 33% of the samples are using these gadgets while they are with their friends, so just
think about the reach. If one person noticed something which is cool and awesome they
will surely communicate to others.

5.2 SUGGESTIONS
Has to focus more on client aquisition

The compony has to focus more on client acquisition because without leads, we don’t
have clients, and without clients, we don’t have much of an agency. Straight forward
however, even if you are at capacity, it’s crucial to always feed your funnel with new leads
and foster those relationships so they can evolve into clients now or down the road.
While there are many ways to acquire new clients, most come from referrals. In fact,
according to WordStream’s State of the Agency report, 51% of surveyed agencies consider
referrals their main source of acquiring new clients, followed by upsells from other products
or services at 20%.
Work on increasing publicity

The company has to focus on increasing its publicity because it is still a small
company and don’t have a publicist. Unless in a large agency they already have a publicist on
speed dial, Otherwise, it’s worth doing some publicity work. If you are not used to promoting
your digital marketing agency or yourself regularly, it may take some getting used to, but it is
well worth in the long run.
Being frontfacing, active, helpful, and having your name displayed across various mediums
while sharing tactics, tools, ideas, and content can have a rewarding effect.
Expanding the team

The company has to expand it’s team, either by collaborating with other agencies or
hiring new talent to join your team as employees. If the latter makes more sense for your
agency in the long run, that may be easier said than done. Talent acquisition can be
challenging, and it may take several hires to find the right fit. But good, diligent marketers
are out there.

Hire more employees, Posting to job boards can be effective, but there is nothing quite
like getting a personal recommendation. When we look to add to our team, we have found
success by reaching out to industry contacts to see if they or someone they know is looking
for work.
Join forces with other agencies

Connect with another competitive or complementary marketing provider. If you offer
website design services, reach out to other agencies that may be short on bandwidth, and you
can offer your expertise to their clients. Some agencies are transparent about this and others
may want to white label you, so it’s up to your preference on how you want to work.
Connecting with complementary marketing agencies can also bring you exciting new client
work. For example, reach out to some SEO agencies to see if they have any clients that are
interested in paid search or paid social advertising. This can be beneficial to you, to them,
and to their clients.

5.3 CONCLUSION
The successful completion of this internship indicates that the future of marketing is in
the hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital
platforms are the custodians.
Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.
Digital media is the best platform to convert a product to a brand. Because it is more
cost effective and it provide lot of touch points to marketer. Brands can able to engage their
target group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.
Importance of digital presence increasing importance of digital agencies, so they

making money through digital advertising raising of digital marketing consciousness making
money for digital agencies by which they are booming and making more money with small
investments.
I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and to plan for future strategies.

BIBILOGRAPHY
[1] Ryan D. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers; 2016.
[2] Chaffey, Dave, and Fiona Ellis-Chadwick. Digital marketing. Pearson UK, 2019.
[3] Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
[4] FICCI-KPMG industry report
WEBSITES
[1] www.mwellsoftwaresolutions.in
[2] www.google.com
[3] www.wikipedia.com

QUESTIONNAIRES
“UNDERSTAND THE CONSUMER BUYING BEHAVIOUR OF

INDIANS”
AT MWELL SOFTWARE SOLUTIONS
I NARENDRA DHUPE the student of BBA 6th Semester is doing my Training on Topic
understand consumer buying behaviour at MWELL SOFTWARE SOLUTIONS, Pune.
Please Co-operate with me by filling this Questionnaire to complete my Project Successfully.
QUESTIONNAIRES
Understand Consumer Buying Behaviour of Indians

This questionnaire will be used to understand the consumer buying behaviour of
Indians.
1. Gender
a. Male b. Female
2. Age
a. Below 20
b. 20-25
c. 25-30
d. 30-35
3. Marital Status
a.Single b.Married

4. Occupation
a. Student
b. Employed
c. Self employed
5. Gross Annual Income

a. Below 100,000
b. 100,000-200,000
c. 200,000-300,000
d. Above 300,000
6.Which of the following digital channel do you aware of?

a.Social media
b.Websites/blogs
c.Multimedia advertising
7. How do you get information about products?

(a)Friends Family (b)Advertisement (c)News (d)Other sources
8. Do you collect the information before purchasing the product?

• Yes • No
9. What type of information will you collect?

(a) Price (b) Quality (c) Attributes (d) Quantity (e) Customer's Experience
10. Did you ever purchase from an online site?

• Yes • No

11. Do you watch television?

• Yes • No
12. Do you watch television programs through online?

• Yes • No
13. Do you read newspaper?

• Yes • No
14. Do you read News through online?

• Yes • No
15. Do you have mobile phone or smartphones?

• Yes • No
16. Do you have a laptop or PC?

• Yes • No
17. Do you have a tablet?

• Yes • No
18. Do you have internet connection in any of the above mentioned gadgets?
• Yes • No
19. When do you use these gadgets?

(a) While watching TV (b) office (c) College (d) With friends

20. What you do with these gadgets?

• Surfing
• Shopping
• News reading
• Blogging
• E-booking Reading
• Watching Videos
• Chatting
21. Do you ever notice advertisements?

• Yes
• No
22. If yes, from where?

• TV
• Online
• Newspapers
• YouTube
• Magazines
• Out Door Hoardings
• Radio
23. Mention one form of media from the list below, which you give more importance?
• TV
• Online
• Newspaper
• YouTube
• Out Door Hoarding

24. How do you normally purchase a product?

(a)Research in mobile and purchase from retail shop
(b) Research in laptop and purchase from retail shop
(c) Research in mobile and purchase from laptops
(d) Research and purchase from mobile
(e) Research and purchase from laptop
(f) Visit the retail shop and purchase from mobile
(g) Visit the retail shop and purchase from laptop
25. After purchase, what type of experience will you share with others?
(a) Nice deal which you got in terms of price
(b) ad experience with the product
(c) Good experience with the product
(d) All the above mentioned
26. How will you share your experience with others?

(a) Social networking sites
(b) Messaging
(c) Write a blog
(d) In company website
(e) Through face to face talk


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A

“A STUDY ON DIGITAL MARKETING WITH REFERENCE TO

Submitted in partial fulfilment of the requirement for the award of

Faculty of Business Studies

Bachelor of Business Administration

Under the guidance of

Certified the Project work entitled “A STUDY ON DIGITAL MARKETING WITH

Signature of the Guide Signature of the Chairperson Signature of the Dean

Names of the examiners Signature with date

Place: Kalaburagi Signature of the Student

I am extremely thankful to our Chancellor, BBA Program, Faculty of Business Studies,

SL NO. PARTICULARS PAGE NO.

CHAPTER 1 INTRODUCTION 1-6

1.2 OBJECTIVES OF THE STUDY 2-3

1.3 METHODOLOGY OF THE STUDY 4

1.4 SCOPE OF THE STUDY 5

1.5 LIMITATION OF THE STUDY 6

CHAPTER 2 THEORETICAL BACKGROUND 7-30

CHAPTER 3 COMPANY PROFILE 31-47

3.1 INDUSTRY PROFILE 31-39

3.2 COMPANY PROFILE 40-47

CHAPTER 4 ANALYSIS AND INTERPRETATION OF 48-76

5.2 SUGGESTIONS 79-80

ANNEXURE AND QUESTIONNAIRE 83-87

Faculty of Business Study BBA (Co-Ed) Page | 1

1.2 OBJECTIVES OF THE STUDY

Advertising is normally done by a third party known as advertising agency. An

➢ Full service agencies

Faculty of Business Study BBA (Co-Ed) Page | 2

Faculty of Business Study BBA (Co-Ed) Page | 3

1.3 METHODOLOGY OF THE STUDY

1.3.1 Data collection:

1.3.2 Sources of data:

Faculty of Business Study BBA (Co-Ed) Page | 4

1.4 SCOPE OF THE STUDY

1) To understand the digital marketing models.

2) To understand marketing effectiveness.

3) To understand how digital marketing campaign's takes place.

4) To understand how digital marketing agencies works and generating revenue.

5) To understand how digital marketing has impact on revenue generation.

Faculty of Business Study BBA (Co-Ed) Page | 5

1.5 LIMITATIONS OF THE STUDY

1) The time span for the project is limited.

3) Time of campaigns for some client is more than three months.

4) Advertising expenditure of some companies is confidential so it can’t be revealed.

Faculty of Business Study BBA (Co-Ed) Page | 6

2.1 THEORETICAL BACKGROUND

Types of Digital Marketing:

Faculty of Business Study BBA (Co-Ed) Page | 7

Fig. 2.1 trend in the market of digital marketing

Faculty of Business Study BBA (Co-Ed) Page | 8

Advantages of Digital Marketing:

Faculty of Business Study BBA (Co-Ed) Page | 9

Interactive and Engagement:

Faculty of Business Study BBA (Co-Ed) Page | 10

DIGITAL MARKETING CHANNELS:

1.SEO (SEARCH ENGINE OPTIMIZATION)

Fig. 2.2 Search engine optimization

Faculty of Business Study BBA (Co-Ed) Page | 11

Types of Directories: –There are basically three types of Directories Submissions