SUMMER TRAINING REPORT

ON

DIGITAL MARKETING AT INTERNSHALA

SUBMITTED IN PARTIAL FULFILLMENT FOR

THE AWARD OF THE DEGREE OF MASTERS OF

BUSINESS ADMINISTRATION 2023-25

UNDER THE GUIDANCE OF: SUBMITTEDBY:

TANIYA
PROF (Dr) ANOOP KUMAR GUPTA
SINGLA
FACULTY, MAIT 05214803923
MBA- 3rd sem

MAHARAJA AGRASEN INSTITUTE OF

TECHNOLOGY
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No.1, Sector 22, Rohini Delhi110086
 STUDENT UNDERTAKING

This is to certify that I have completed the summer training report "A
SUMMER TRAINING REPORT ON DIGITAL MARKETING AT
INTERNSHALA" under the guidance of Dr. ANOOP KUMAR GUPTA in partial fulfilment
of the requirement for the award of degree of Masters of Business Administration
at Maharaja Agrasen Institute Of Technology, Delhi. This is an original piece of
work & I have not submitted it earlier elsewhere.

Signature of Student

TANIYA SINGLA

05214803923

Date:
 CERTIFICATE FROM FACULTY GUIDE

This is to certify that the Summer Training Report titled "A SUMMER TRAINING
REPORT ON DIGITAL MARKETING AT INTERNSHALA” is an academic work
done by TANIYA SINGLA
Submitted in the partial fulfilment of the requirement for the award of the degree of
Masters of Business Administration from Maharaja Agrasen Institute of Technology,
Delhi, under my guidance & direction. To the best of my knowledge and belief the
data & information presented by him in the report has not been submitted earlier.

Dr. ANOOP KUMAR GUPTA

ASSISTANT PROFESSOR
 ACKNOWLEDGEMENT

I take the opportunity to express my gratitude to all of them who in some or other
way helped me to accomplish this challenging report. No amount of written
expression is sufficient to show my deepest sense of gratitude to them.

I am very thankful to Director Prof (Dr.) Neelam Sharma MAIT, HOD Prof.(Dr.)
Amit Gupta, and my Guide (Dr.)ANOOP KUMAR GUPTA Assistant Professor at
Maharaja Agrasen Institute of Technology, Rohini for their everlasting support
and guidance on the ground of which I have acquired a new field of knowledge.

I express my sincere thanks to all people who participated and helped me in

successfully conducting STR. I am thankful to all the members who gave valuable
information in the part of my STR.

Signature of Student

TANIYA SINGLA

05214803923

Date:
 EXECUTIVE SUMMARY

This project focuses on “Digital Marketing Intern at INTERNSHALA, Delhi”.

During the digital marketing internship at Internshala, this project aimed to
enhance brand visibility, boost user engagement, and drive conversions across
essential channels. The primary goals included creating effective digital
marketing strategies, optimizing social media and email campaigns, producing
content aligned with Internshala’s brand, and utilizing analytics to measure and
improve performance.

To increase brand visibility, strategies were developed to reach new users

through social media, search engine optimization (SEO), and paid advertising.
These approaches targeted both awareness and acquisition, reaching a broad
audience of students and young professionals. User engagement was boosted by
leveraging content marketing and social media campaigns. Interactive
campaigns, such as contests, Q&A sessions, user-generated content, and
partnerships with influencers on Instagram, Facebook, LinkedIn, and Twitter,
created a vibrant online community around Internshala.

Email marketing was another crucial component, designed to re-engage inactive

users and drive them toward Internshala’s courses and services. By segmenting
audiences and tailoring messages, email campaigns increased open rates and
click-throughs. SEO efforts focused on identifying high-impact keywords to
improve organic search ranking, which drove greater visibility on career-related
searches. Each of these efforts was monitored through data analysis, examining
KPIs such as conversion rates, bounce rates, and engagement metrics. Using
this data to optimize campaigns in real-time allowed for continuous
improvement and a responsive approach to digital marketing.

The project achieved a 20% increase in social media followers and a 15% boost
in engagement within the first month. Conversion rates on selected landing
pages rose by 12% through SEO and targeted ads, while email open rates
increased by 18% through A/B testing and improved personalization. Overall,
this project successfully advanced Internshala’s digital presence and contributed
to its mission of empowering students and young professionals.
 TABLE OF CONTENT
S.no. TOPICS Page no.

1 Student Undertaking

2 Certificate from Faculty guide

3 Acknowledgement

4 Executive summary

5 Chapter 1: Introduction

6 Chapter 2: Company Profile

7 Chapter 3: Literature Review

8 Chapter 4: Research Methodology

9 Findings & Conclusion

10 References
 CHAPTER 1
INTRODUCTION

WHAT IS DIGITAL MARKETING

DIGITAL MARTKETING is the component of marketing that utilizes internet

and online based digital technologies such as desktop computers, mobile
phones and other
digital media and platforms to promote products and services. Its
development during the 1990s and 2000s, changed the way brands and
businesses use technology for marketing. As digital platforms became
increasingly incorporated into marketing plans and everyday life and as
people increasingly use digital devices instead of visiting physical shops
digital marketing campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social
media marketing, social media optimization, e-mail direct marketing, display
advertising, e–books, and optical disks and games have become
commonplace.
Digital marketing extends to non-Internet channels that provide digital
media, such as television, mobile phones (SMS and MMS), call back, and
on-hold mobile ringtones. The extension to non-Internet channels
differentiates digital marketing from online marketing.
 HISTORY OF DIGITAL MARKETING
The development of digital marketing is inseparable from technology
development. One of the key points in the start of was in 1971, where Ray
Tomlinson sent the very first email and his technology set the platform to
allow people to send and receive files through different machines.
However, the more recognisable period as being the start of Digital
Marketing is 1990 as this was where the Archie search engine was
created as an index for FTP sites. In the 1980s, the storage capacity of
computer was already big enough to store huge volumes of customer
information. Companies started choosing online techniques, such as
database marketing, rather than limited list broker. These kinds of
databases allowed companies to track customers' information more
effectively, thus transforming the relationship between buyer and seller.
In the 2000s, with increasing numbers of Internet users and the birth of
iPhone, customers began searching products and making decisions about
their needs online first, instead of consulting a salesperson, which created a
new problem for the marketing department of a company. In addition, a
survey in 2000 in the United Kingdom found that most retailers had not
registered their own domain address. These problems encouraged marketers
to find new ways to integrate digital technology into market development.
In 2007, marketing automation was developed as a response to the ever
evolving marketing climate. Marketing automation is the process by which
software is used to automate conventional marketing processes. Marketing
automation helped companies segment customers, launch multichannel
marketing campaigns, and provide personalized information for customers.
However, the speed of its adaptability to consumer devices was not fast
enough.
Digital marketing became more sophisticated in the 2000s and the 2010s,
when the proliferation of devices' capable of accessing digital media led to
sudden growth.
Statistics produced in 2012 and 2013 showed that digital marketing was
still growing. With the development of social media in the 2000s, such as
LinkedIn, Facebook, YouTube and Twitter, consumers became highly
dependent on digital electronics in daily lives. Therefore, they expected a
seamless user experience across different channels for searching product's
information. The change of customer behavior improved the diversification
of marketing technology.
Digital media growth was estimated at 4.5 trillion online ads served
annually with digital media spend at 48% growth in 2010. An increasing
portion of advertising stems from businesses employing Online Behavioral
Advertising (OBA) to tailor advertising for internet users, but OBA raises
concern of consumer privacy and data protection.

TYPES OF DIGITAL MARKETING

1.SEM(Search Engine Marketing)

SEM or Search Engine Marketing is generally considered to cover
both PPC and SEO work. Bringing in traffic to your website via
search engines is no easy task, that’s why SEO and PPC work to look
into bringing said traffic in through both paid and unpaid means. PPC
paid advertising, and SEO, which works on bringing in organic
traffic. This doesn’t mean that SEO work is free, but we’ll get into the
details below.

2. SEO(Search Engine Optimisation)

We’ll start with SEO, which stands for search engine optimisation.
SEO works to make your business optimised for search engines, like
Google and Bing. It’s all about moving you up the search engine
results page rankings to have better visibility for users searching for
your website. Many people don’t bother scrolling to page 2 of search
engines, so SEO is essential to work if you want to generate more
business from online searches. By no means is SEO a quick fix, when
our clients sign up for SEO, we always inform them that the process
will take time to yield results.
3.PPC(Pay Per Click)
PPC, or Pay-per-click, is a form of advertising on search engines, like
Google and Bing. It’s a way of moving to the top of search engine
results pages by paid means. It’s called PPC because your ad account
is charged every time one of your adverts is clicked. The cost of each
ad, or CPC (cost per click), depends on the quality score of your
website and the selected keyword’s competition. PPC campaigns can
be short- term solution, and many uses it to shift products or seasonal
deals, as a way to boost revenue. There are around 4 spots for Ads on
Google, so getting your website in the for a selected keyword can be
challenging. SEO work is about your ranking being ‘earned’, but PPC
your ranking on the first page is bought.

4.Social Media Marketing

Social media marketing is the process of working on marketing
through, you guessed it, social media. With social platforms like
Facebook, Twitter and Instagram (to name a few) ever growing,
businesses online need to invest in social media marketing in order to
grow their following and reach a whole new pool of potential
customers. Dependent on your business type, there’s a social network
out there for you. All businesses would do well to be on Facebook,
but if you specialise in B2B, LinkedIn is the one for you. If you’re a
‘visual business’, then Instagram is the ideal. We could go on and on,
but you get the point.

5.Content Marketing
This style of marketing is a little different than the previous ones
we’ve mentioned. It’s not so much about directly marketing products
and services to customers, but rather creating enriching and valuable
content that enhances customer experience. Some of the biggest
brands in the world will actively post blogs, images and videos
relating to their business that are entertaining and informative too. It’s
what establishes your business as a brand and essentially what makes
your customers like you more. It’s like promoting your brand without
the aim to an incentive to sell anything behind your posts – simply
providing information that is both enriching and engaging.

6.Email Marketing
Another form of marketing is email marketing, and you’ve guessed it,
it involves email. It’s a form of direct marketing which sends
information, offers, blogs etc. directly to your mailing list’s inboxes.
Through a sea of emails, your marketing email will appear, but the
trick is getting it read. Yes, it may emerge alongside 100s emails, and
if you can’t create an email that’s eye-catching, then it will be lost.
Luckily there are email marketing tools and agencies (like us), that
can assist you. Email marketing is a
great way of reaching your customers, interacting with them after
purchases or even sending them a newsletter. Be warned, sending
unsolicited emails will land you a place in the spam box. So, make
sure you’ve gathered your mailing list by your own means and not
from a third-party company. They need to be your customers or have
opted into receiving your mail.

7.Influencer/Affiliate Marketing
Both influencer and affiliate marketing utilise those in a position of
‘power’, usually social media influencers or industry experts etc. This
is to assist you in marketing a product or service to their audience. It’s
become more and more popular in recent years, through sites like
Instagram and YouTube, where companies will enlist a well- known
influencer, to promote their products or services on their social pages
or affiliate websites. These collaborations can involve giving away
unique discount codes, sponsored blog posts or prize draws etc. for
the influencer’s audience, to build some buzz around your brand and
business.

8. Viral Marketing
You know those viral videos you see online? Well, some companies
use those as a smart form of marketing. Whether it’s teaming up with
a popular viral content creator, popular social media influencer or
promoting it themselves, the idea of viral marketing is to create
something shareworthy – by making it funny, on trend and topical.

9. Radio Advertising
Whilst radio used to be solely based on radio waves, it’s now all
digital. Which means, radio advertising now falls into the realm of
digital marketing (welcome to the club radio!). Radio ads are a great
way to get your business or brand heard, and it’s never been easier to
do with digital advertising.

10. Television Advertising

Radio isn’t the only thing to move over to digital. There are loads of
options for those that want to advertise on television without paying
expensive ad slot costs on primetime TV. However, even with the
digital shift and social fragmentation of Television Advertising, some
still consider the 30-second ad as being a vital advertising tool in the
next few years.
OBJECTIVES OF DIGITAL MARKETING

1.INCREASES SALES
Increasing sales or leads is a top-level digital marketing objective for
many businesses because it improves revenues and is easy to
measure. Using key performance indicators (KPI), you can then
benchmark your progress towards achieving your objective and you
can track this in your spreadsheets.

2.IMPROVE CONVERSION RATE

This is another digital marketing objective that can be tracked in
Google Analytics. By setting up goal tracking in Analytics, you will
have reports on conversions for your traffic sources, campaigns,
keywords, landing pages, locations and so on.

3.PERCENTAGE OF RETURN VISITORS

The New vs Returning visitors is a metric that is available in
Analytics and it is easy to track. Knowing how many visitors return is
an important objective because it helps you see how effective your
business is at visitor and customer loyalty.

4.ORGANIC TRAFFIC VOLUME

Organic traffic is natural traffic from the search engine result pages. It
is considered as free traffic and is distinct from paid traffic. Lots of
businesses have the objective to increase organic visitor traffic by
achieving high search engine rankings through implementing search
engine optimisation. To achieve this requires making changes to your
website that are effective at improving rankings and one of the
important ones is including keywords in the content. Another tactic is
to build quality links that point to your website.
5.REDUCE BOUNCE RATE
Bounce rate in analytics is defined as people who enter your site and
leave (bounce) rather than continue viewing other pages. This is an
important measure of the quality of your website, because almost all
businesses want their visitors to complete an action like purchase,
contact or download on their websites. The lower the bounce rate the
better and many marketers say that a bounce rate below 50% is good,
however that differs from business to business.
ADVANTAGES OF DIGITAL MARKETING

The main advantage of digital marketing is that a targeted audience

can be reached in a cost-effective and measurable way. Other digital
marketing advantages include increasing brand loyalty and driving
online sales.

1.GLOBAL REACH-a website allows you to find new markets and

trade globally for only a small investment.

2.LOWER COST-a properly planned and well targeted digital

marketing campaign can reach the right customers at a much lower
cost than traditional marketing methods.

3.TRACKABLE,MEASUREABLE RESULTS-measuring your

online marketing with web analytics and other online metric tools
makes it easier to establish how effective your campaign has been.
You can obtain detailed information about how customers use your
website or respond to your advertising.

4.OPENNESS-by getting involved with social media and managing it

carefully, you can build customer loyalty and create a reputation for
being easy to engage with.

5.SOCIAL CURRENCY-digital marketing lets you create engaging

campaigns using content marketing tactics. This content (images,
videos, articles) can gain social currency - being passed from user to
user and becoming viral.
6.IMPROVED CONVERSION RATES-if you have a website, then
your customers are only ever a few clicks away from making a
purchase. Unlike other media which require people to get up and
make a phone call, or go to a shop, digital marketing can be seamless
and immediate.

DISADVANTAGES OF DIGITAL MARKETING

Some of the downsides and challenges of digital marketing you

should be aware of include:

1.SKILLS & TRAINING-You will need to ensure that your staff

have the right knowledge and expertise to carry out digital marketing
with success. Tools, platforms and trends change rapidly and it’s vital
that you keep up-to-date.

2.TIME CONSUMING-tasks such as optimizing online advertising

campaigns and creating marketing content can take up a lot of time.
It’s important to measure your results to ensure a return-on-
investment.

3.HIGH COMPETITION-while you can reach a global audience

with digital marketing, you are also up against global competition. It
can be a challenge to stand out against competitors and to grab
attention among the many messages aimed at consumers online.

4.COMPLAINTS & FEEDBACK-any negative feedback or

criticism of your brand is can be visible to your audience through
social media and review websites. Carrying out effective customer
service online can be challenging. Negative comments or failure to
respond effectively can damage your brand reputation.

5.SECURITY & PRIVACY ISSUES-there are a number of legal

considerations around collecting and using customer data for digital
marketing purposes. Take care to comply with the rules regarding
privacy and data protection.

BARRIERS TO DIGITAL MARKETING

1.Lacking a Model and Process

First, the process of moving to a new digital marketing system (CMS,
email, automation, personalization, analytics, etc.) is not
straightforward, Person said. "And there is much more than just IT,"
he added. Businesses depend upon their digital marketing to drive a
significant portion of their revenue so implementing with less-than-
best practices is putting revenue, and careers, at risk. Marketing and
IT must, Person said, use clear and proven processes. It is critical that
marketing uses leading-edge best practices when they implement a
new digital marketing system," he added. "They can’t just market the
same old way.

2.Restricted Budget
When thinking about “budgets,” marketers need to start with
corporate objectives. "Show what marketing objectives will achieve
corporate objectives," Person said. "And then they have to show how
digital strategy will impact the marketing objectives. It’s like creating
a cause-and-effect diagram. You’ve got to connect the dots. Show
how digital marketing helps the executive’s bottom line, then build a
business case or sensitivity analysis to see how a 5 percent to 20
percent boost in web conversions impact the business.

3.Pressured for Short Term Gains

Not enough people? No budget to hire? Yeah, we've heard that, too.
"We see lots of organizations who have pushed their home-grown
systems or their single-purpose CMS, as far as it can go," Person said.
"Maintenance is taking more time than new marketing efforts. They
are running as fast as they can, but they can’t get enough momentum
to jump to a new system, either in people-resources or in budget.

4.Lacking Resources
People skills, Person said, are the biggest things missing in this space.
Every CMO and digital strategist Person's talked with mentioned they
can’t find enough skilled people or they can’t get enough budget.
Digital strategists and marketing analysts are the hardest skills to find,
he said. "With the greatest respect to brilliant women I work with,
marketers can no longer
be 'Mad Men.' They must become 'Math Men,'" Person said. "They
have to use data-driven decisions. Instinct-driven marketing is great
for innovation, but it has to be tested with analytics to prove which is
the best solution.
 Chapter 2
Company Profile
INTERNSHALA is an internship and online training platform, based in
Gurgaon, India. Founded by Sarvesh Agrawal, an IIT Madras alumnus, in
2010, the website helps students find internships with organisations in
India.

HISTORY
The platform, which was founded in 2010 started out as a WordPress blog
that aggregated internships across India and articles on education,
technology and skill gap. Intern Shala launched its online trainings in 2014.
As of 2018, the platform had 3.5 million students and 80,000 companies .

PARTNERSHIP
In August 2016, Telangana's not-for-profit organisation, Telangana
Academy for Skill and Knowledge (TASK) partnered with Intern Shala to
help students with internship resources and career services.
In September 2016, Team Indus, Google XPRIZE shortlisted entity has
partnered with InternShala for college outreach for its initiative,
Lab2Moon.

AWARDS & RECOGNITION

In 2011, the website became a part of NASSCOM 10K Start-ups. In 2015,
Internshala was a finalist in People Matters Tech HR 2015 Spotlight
Awards under 'Futurism in Recruitment' category.

CHAPTER 3

LITERATURE REVIEW
Chung and Austria (2010) completed a thought-provoking research work
with objectives to find out, what gratifications or fulfilments are underlying
the usage of social media, the attitudes towards social media marketing
messages, and the effectiveness of messages pertaining to online shopping
value. The base was taken on the Uses and Gratification theory (Katz,
Bluner & Gurevitch, 1974), to examine consumer indulgence in social
media practice. Online shopping value was scrutinized in association with
social media marketing messages. For social media gratifications,
entertainment, information, and interaction were taken as exogenous
variables. Attitude towards social media marketing messages and online
shopping values were the endogenous variables. Several studies found that
online users answer more favorably and put more belief on virtual brand
community as against that on interactive digital advertising. Reply to
Facebook advertising was less favorable as compared to that shown to the
virtual brand community in the context of online social networking. The
students viewed at virtual brand community as being more trustworthy,
informative and entertaining. Facebook advertising was more irritating to
them. The intention to participate in social media marketing appeared more
intense and profound in case of virtual brand community than towards
advertising. In a way this study portrays an initial step for social marketing
exploration to gain preliminary knowledge about how advertising and
brand communities work in social media.
Marketing has been around for a long time. Business owners felt the need
to spread the word about their products or services through newspapers and
word of mouth. Digital marketing on the other end is becoming popular
because it utilizes mass media devices like television, radio and the
Internet. The most common digital marketing tool used today is Search
Engine Optimization (SEO). Its role is to maximize the way search engines
like Google find your website. Digital marketing concept originated from
the Internet and search engines ranking of websites. The
first search engine was started in 1991 with a network protocol called
Gopher for query and search. After the launch of Yahoo in 1994 companies
started to maximize their ranking on the website (Smyth 2007). When the
Internet bubble burst in 2001, market was dominated by Google and Yahoo
for search optimization. Internet search traffic grew in 2006; the rise of
search engine optimization grew for major companies like Google (Smyth
2007). In 2007, the usage of mobile devices increased the Internet usage on
the move drastically and people all over the world started connecting with
each other more conveniently through social media. In the developed
world, companies have realized the importance of digital marketing. In
order for businesses to be successful they will have to merge online with
traditional methods for meeting the needs of customers more precisely
(Parsons, Zeisser, Waitman 1996).

In order for digital marketing to deliver result for businesses, digital content
such as accessibility, navigation and speed are defined as the key
characteristics for marketing (Kanttila, 2004). Other tried and tested tool
for achieving success through digital marketing is the use of word-of-
mouth WOM on social media and for making the site popular (Trusov,
2009). In addition, WOM is linked with creating new members and
increasing traffic on the website which in return increases the visibility
in terms of marketing. Social media with an extra ordinary example
Facebook has opened the door for businesses to communicate with millions
of people about products and services and has opened new marketing
opportunities in the market.
This is possible only if the managers are fully aware of using the
communication strategies to engage the customers and enhancing their
experience (Mangold, 2009). Marketing professional must truly understand
online social marketing campaigns and programs and understand how to do
it effectively with performance measurement indicators. As the market
dynamics all over the world are changing in relation to the young audience
accessibility to social media and usage. It is important that strategic
integration approaches are adopted in organization’s marketing
communication plan (Rohm & Hanna, 2011). Blogs as a tool for digital
marketing have successfully
created an impact for increasing sales revenue, especially for products
where customers can read reviews and write comments about personal
experiences. For businesses, online reviews have worked really well as part
of their overall strategic marketing strategy (Zhang, 2013). Online services
tools are more influencing than traditional methods of communication
(Helm, Mauroner, Conrad, 2013). As part of study, it is proven that users
experience increases in self-esteem and enjoyment when they adapt to
social media which itself is a motivating sign for businesses and
marketing professional (Arnott, 2013). Web experiences affect the mental
process of consumers and enhance their buying decision online (Cetina,
Cristiana, Radulescu, 2012). This study is very valuable for marketing
professional as it highlights the importance of digital marketing.
Roberts & Micken (2015) explained that society has experienced an
economical shift, driven by digital technology. Roberts & Micken (2015)
cited Dean et al. (2012) discoveries of a 4.7% gross domestic product
contribution to the United States (U.S.) economy in 2010. The noted
growth in 2010 is expected to continue at more than 10% per year. Pineiro-
Otero & Martinez-Rolan (2016) expressed that digital marketing has
become innovative phenomena. The new strategy helps organizations
achieve their marketing goals through establishing a link between
customization and mass distribution.

There are a considerable number of professionals that hold to the ideology

of McCarthy, which views marketing utilizing the 4P model: product,
place, promotion and price. The traditional marketing strategy used by
McCarthy is a powerful, credible and widely- recognized foundational
strategy, but leaves no role to the consumer. Smith (2011)
cited Internet World Stats (2010), which pointed out that the world’s
internet user population was projected to exceed 2 billion by 2010. With the
rapid advancement of technology in society, the adoption of digital
marketing strategy is more important than ever.
Armitage (2015) explained that digital stratagem should be the cornerstone
of an organization “go to” market strategy. These thoughts are echoed by
González Romo, García-Medina & Plaza Romero (2017), which explained
that new technologies have forced companies to reconsider marketing
strategies. The authors continued to explain that the implementation of
technology into marketing would help
marketing professionals reach a younger audience that heavily use mobile
devices on a regular basis. The views of Slade (2016) regarding a link
between the implementation of innovative technology and marketing
strategy concurred Armitage (2015) and González Romo, García-Medina &
Plaza Romero (2017), by proving insight that technology is rapidly
developing and will take businesses out of there comfort zone. A marketing
strategy that use technology to enhance an organization’s ability to obtain
more exposure starts with a sound strategy.

The body of research pointed to engineering and implementation of a

website and use of the internet in digital marketing as being a key resource
in digital marketing. Gould (2017) concurred that the internet is a main
venue that companies use to market products and services and noted the
cost-to-benefit difference between traditional and digital marketing (Gould,
2017 cited Alba et al, 1997 & Peterson, Balasubramanian & Bronnenberg,
1997). Having a website and using the internet acts as a platform to a
plethora of strategies identified in the literature. These strategies include:
SEM, SEO, E- mail Marketing, Online Ads, E-Newsletters Digital
Public Relations, Affiliate Marketing and Content Marketing. Kingsnorth
(2017) shared that digital marketing and business strategy are concepts that
should be integrated and grow together. Further research into specific
digital marketing strategies, would be a valuable contribution to the field of
digital marketing and current body of work. In-depth, qualitative and
quantitative analysis would provide
supporting evidence of the effectiveness or ineffectiveness of specific
strategies. Further comparative studies between traditional marketing and
digital marketing would give researchers and companies a better
understanding of differences between the two approaches. Digital
marketing is an innovative, influential contribution to the field of
marketing.

FINAL PROJECT PROBLEM STATEMENT(DIGITAL MARKETING

TRAINING)

As a final project, I studied the social media activities of some of the top
brands in India and submit a report on the same.
I studied the following top brands:
a) Flipkart
b) Snapdeal
c) Amazon
Step 1: Visit Facebook.com and identify the Facebook pages for the above
3 brands
Step 2: Note down the following for each:
1) No of followers for each of the brands
2) No of posts in the last 2 days on their page
3) Number of likes, comments and shares for the most recent post on their
page
Step 3: Whose posts, amongst Flipkart, Amazon or Snapdeal, did you like
the
most and why? You can look at their images, content of the post and
comments
section to get your answer. Remember, there is no perfect answer but your
view point is what matters.
Step 4: Visit Twitter.com and search for the twitter handles for each of the
brands mentioned above
Step 5: Note down the following for each twitter handle:
1) No of followers
2) No of posts made in the last 24 hours
3) No of likes, shares and comments for the most recent post on twitter
Step 6: Please compare the quality of posts made by each of the brands and
tell
us if you found them to be good or not.
Step 7: Assuming that you are hired by the brands as a Marketing Manager,
what is one suggestion that you will have for each of the brands to improve
their
Social Media Marketing on Facebook and Twitter? Please elaborate with
examples.

CHAPTER 4
RESEARCH
METHODOLOGY

Research methodology is the specific procedure or techniques used to

identify, select, process and analyze information about the topic. The
research methodology section answers two main questions: first is was the
data collected and generated? Other is how was it analyzed?
Methodology is a step by step study of the problem.
The methodology followed for conducting the study include the
specification of research design, design, data collection and statistical tools
used for analyzing the collected data.

RESEARCH DESIGN
A research design is the determination and statement of general research
approach or strategy for a particular study or for a particular project. The
researcher has undertaken in the descriptive study

RESEARCH DESIGN:DESCRIPTIVE TYPE

Descriptive studies are well structured. Descriptive study in contract to
exploratory study tends to be rigid and its approach cannot be changed
every now and then. Stress was laid to get the qualitative data.
SAMPLE DESIGN
A sample design is a total structure and plan of the sampling exercise. It
will have details of the sampling techniques used, the type of sample and
any other relevant details.

TARGET POPULATION
The target population in thus survey are the customers who
are using E-payment method. The target population is limited to Delhi
NCR region.

SECONDARY DATA
Secondary data is data collected by someone other the user. Common
sources of secondary data for surveys, organizational records and data
collected through qualitative research methodologies or qualitative
research. Secondary data used in this project are various records, various
journals, projects and research papers of different scholars both national
and international.

LIMITATIONS OF STUDY
The project has been successfully completed with certain inherent
limitations,
which are as follows:
1.Limited information.
2.Time pressure.
3.Internet connection was required to collect the information and analyses
the results.
 FINDINGS

Quality of post increase our digital presence among the customer.

➢ Under the digital marketing we get the feedback those helpful in
effective
quality of content.
➢ Through the digital marketing we know the future needs of the
consumer.
➢ Digital marketing help in the expands the business.
➢ In digital marketing we did not need the physical presence in the front
of the consumer.
➢ We made marketing strategy for the short term and as well as long term
benefits.
➢ Digital marketing required the smart devices for the marketing.
➢ For the digital marketing we required some basic computer skills like
internet uses, graphics, color management and content writing.
➢ Digital marketing is difficult for uneducated persons.
➢ Every business can do the digital marketing of their products and
services.
➢ Digital marketing reach very quick and fast.
➢ In starting of digital marketing, it is costly function for the business.
➢ Digital marketing is helpful in making the new customer.
➢ Indian consumer has high tendency to go to the online purchase.
Advertisement have high impact for creating stimulus in consumers.
➢ We know that customer is highly information seeker. It may be the
reason of highly trust in online ads.
➢ Brands want to build a cool presence over the online platform because
consumer will do the research about the product after seeing an Ads.
➢ Brands are getting more touch points to reach target group in a cost-
effective manner.

CONCLUSIONS

The study examines the effect of uses of digital marketing impact on

consumers of the sale and purchases and advertising of their business India.
The result put together gives us an important policy direction towards what
can enable the country to increase uses of digital marketing. The results
indicate that the deployment of technology for digital marketing have
improved the performance of advertising and able to achieve the motive
digital country. The study gives emphasis to the percentage of awareness
on maximum utilization of technology. Digital marketing should take
effective measures in creating awareness towards the effective usage of
technology and security

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