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

BACHELOR OF BUSINESS ADMINISTRATION

(CO-EDUCATION)
Sharnbasva University, Kalaburagi

By

NARENDRA DHUPE
USN NO. SG20BBA033

Under the guidance of

Internal guide External guide

Prof. Hiremath B.K. M.S. Patil
Sharnbasva University, Director,
Kalaburagi Mwell Software Solutions

2022-2023
 FACULTY OF BUSINESS STUDIES
BACHELOR OF BUSINESS ADMINISTRATION
(CO-EDUCATION)
Sharnbasva University, Kalaburagi

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 Bachelor of Business Administration (BBA),
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

EXTERNAL EVAL

Names of the examiners Signature with date

1.

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.Hiremath.B.K. 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, Dr. 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 Guide
Prof.Hiremath.B.K. 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
USN: 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 7-25

CHAPTER 3 COMPANY PROFILE 26-42

3.1 INDUSTRY PROFILE 26-34

3.2 COMPANY PROFILE 35-42

CHAPTER 4 ANALYSIS AND INTERPRETATION OF 43-75

DATA
CHAPTER 5 FINDINGS, SUGGESTIONS AND 76-81
CONCLUSION
5.1 FINDINGS 76-77

5.2 SUGGESTIONS 78-79

5.3 CONCLUSION 80

BIBLIOGRAPHY 81

ANNEXURE AND QUESTIONNAIRE 82-86

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.

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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.

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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.

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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.

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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.

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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.

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CHAPTER 2
THEORETICAL 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

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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

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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.

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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.

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DIGITAL MARKETING CHANNELS:

1.SEO (SEARCH ENGINE OPTIMIZATION)

Search engine optimization (SEO) is the process of affecting the visibility of a website
or a web page in a search engine's natural or un-paid 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

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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

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2.SEM (SEARCH ENGINE MARKETING):

Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages 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.

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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 form of 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

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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

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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.

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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.

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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.
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

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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.

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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
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.

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.

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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.

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".

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.

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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+.

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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.

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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.

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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.

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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.

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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.

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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 Indus League, HI design, to name a few. While 75 per cent of its
clients are acquired through referrals and online marketing.

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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.

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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.

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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.

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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

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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.

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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.

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MAJOR CLIENTS OF THE COMPANY:

Fig. 3.3 clients of the company

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CHAPTER 4
ANALYSIS AND INTERPRETATION OF DATA

4.1 ANALYSIS AND INTERPRETATION OF DATA

Introduction:

Analysis and interpretation is the one of the important stage of a project. In this stage
recorded responses are coded in to symbols, for making counting, editing tabulated and
responded in appropriate pictorial form.

The reasponse of questionnaire are tabulated and represented in percentage to get a clear
cut picture about the responses. It made the interpretation quite easier on the basis of percentage
chart is drawn. The selected pie chart was very useful for the interpretation.

The interpretation for question which seeks yes or no answer was easy because
comparative majority can be identified by the percentage diagrammatic representation are
given for each question in order to make the findings more clearly to the reader. Along with
simple bar diagrams and pie charts representation method are also used to make the
presentation more interactive.

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TABLE 1: RESPONDENTS HAVING WEBSITE

Frequency Percent

Valid yes 42 42.0

No 58 58.0

Total 100 100.0

Source: Field investigation

Analysis: From the above desk it could be analyzed that, out of 100 respondents 42.7% is
valid yes ,57.3% is no.

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GRAPH 1: RESPONDENTS HAVING WEBSITE.

FREQUENCY
70

60 58

50
42
40

30

20

10

0
VALID YES NO

Interpretation:
According to the survey. 42.7% respondents have website for their business and 57.3%
respondents don’t have website for their business.

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TABLE 2: RESPONDENTS HAVING WEBSITE, WOULD LIKE TO

REDESIGN THE SAME.

Frequency Percent

No 40 40.0
Response

Yes 20 20.0

No 40 40.0

Sum 100 100.0

Source: Field investigation

Analysis: From the above table it is able to be analyzed that, out of a hundred respondents
fifty seven. three percent of respondent is not any response,2.7% is yes,40% isn't any.

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GRAPH 2: RESPONDENTS HAVING WEBSITE WOULD LIKE TO

REDESIGN THE SAME.

FREQUENCY
45
40 40
40

35

30

25
20
20

15

10

0
NO RESPONSE YES NO

Interpretation:
According to the survey, 2.7% respondents who have a website want to redesign it and 40%
respondents don’t want to redesign their website

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TABLE 3: REASON FOR NOT HAVING WEBSITE.

Frequency Percent

No response 42 42.7

Cost 6 6.4

Lack of 4 4.5
Technology

Others(Time 48 46.4
consuming)

Total 100 100.0

Source: Field investigation

Analysis: From the exceeding chart it can be analyzed that, out of 100 respondents, 42.2% is
no response, 6.4%is cost, 4.5% is lack of tach and 46.4% is other reasons.

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GRAPH 3: REASON FOR NOT HAVING WEBSITE.

FREQUENCY
60

50 48

42
40

30

20

10 6
4

0
NO RESPONSE COST LACK OF TECHNOLOGY OTHERS

Interpretation:
According to the survey, 46.4% respondents find it time consuming to have website, 6.4%
respondents find costly to have one website and 4.5% have lack of technology to have one
website for their business.

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TABLE 4: AWARENESS ABOUT WEB DESIGNINIG COMPANY IN

PUNE.

Frequency Percent

Valid yes 13 12.7

No 75 74.5

May be 12 12.7

sum 100 100.0

Source: Field investigation

Analysis: From the above chart it can be analyze that, out of 100 respondents, 12.7% of
respondents is valid yes, 74.5% is no and 12.7% is may be.

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GRAPH 4: AWARENESS ABOUT WEB DESIGNINIG COMPANY IN

PUNE.

FREQUENCY
80 75

70

60

50

40

30

20
13 12
10

0
VALID YES NO MAY BE

Interpretation:
According to the survey 12.7% are aware of digital marketing company in Pune, 74.5% are
not aware, 12.7% are doubled of digital marketing company in Pune.

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TABLE 5: DIGITAL MARKETING COMPANIES IN PUNE.

Frequency Percent

Valid don’t Know 60 60.0

OMX Technologies 11 11.0

Ad2Brand 8 8.0

Glassberry IT 5 5.0

Others 16 6.4

Total 100 100.0

Source: Field investigation

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GRAPH 5: DIGITAL MARKETING COMPANIES IN PUNE.

FREQUENCY
70

60
60

50

40

30

20 16
11
10 8
5

0
Valid don't know OMX Technologies Ad2Brand Glassberry IT Others

Interpretation:
according to the survey, 11% are aware about OMX Technologies, 8% are aware about
Ad2Brand, 5% are aware about Glassberry IT and 16% are aware about some other web and
digital marketing company in pune.

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TABLE 6: RESPONDENTS HAVING AWARNESS OF DIGITAL

MARKETING.

Frequency Percent

Valid yes 78 78.2

No 17 17.3

Don’t know 5 4.5

Total 100 100.0

Source: Field investigation

Analysis: From the above chart it can be analyze that, out of 100 respondents, 78.2% of
respondents is valid yes, 17.3% is no, 4.5% is don’t know.

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GRAPH 6: RESPONDENTS HAVING AWARNESS OF DIGITAL

MARKETING.

FREQUENCY
90
78
80

70

60

50

40

30

20 17

10 5

0
Valid yes No Don't know

Interpretation:
according to the survey, 78.2% respondents are aware of digital marketing, 17.3% are not
aware of digital marketing and 4.5% have no idea about digital marketing.

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TABLE 7: WHICH DIGITAL MARKETING TOOL, RESPONDENTS

WOULD LIKE TO PROCEED WITH

Frequency Percent

Valid don’t Know 15 10.2

Social media marketing 40 40.9

Search engine marketing 10 9.1

Email marketing 4 3.6

Paid ads 3 2.7

Online marketing 19 17.3

Mobile marketing 9 8.2

Total 100 100.0

Source: Field investigation

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GRAPH 7: WHICH DIGITAL MARKETING TOOL, RESPONDENTS

WOULD LIKE TO PROCEED WITH

FREQUENCY
45
40
40

35

30

25
19
20
15
15
10 9
10
4 3
5

0
Valid don't Social media Search engine Email Paid ads Online Mobile
Know marketing marketing marketing marketing marketing

Interpretation:
According to the survey, 40.9% are into social media, 17.3% into online marketing, 9.1% into
search engine marketing, 8.2% into mobile marketing. 3.6% into email marketing and 2.7%
into paid ads.

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TABLE 8: AWARENESS OF DIGITAL MARKETING ADS IN SOCIAL

MEDIA FOR YOUR BUSINESS

Frequency Percent

Valid yes 52 51.8

No 48 48.2

Total 100 100.0

Source: Field investigation

Analysis: From the above table it can be analysed that, out of 100 respondents, 51.8% of
respondents is valid yes, 48.2% is no.

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GRAPH 8: AWARENESS OF DIGITAL MARKETING ADS IN SOCIAL

MEDIA FOR YOUR BUSINESS

FREQUENCY
53

52
52

51

50

49

48
48

47

46
Valid yes No

Interpretation:
According to the survey, 51.8% of respondents are aware of digital marketing ads in social
media and 48.2% are unaware of digital marketing in social media.

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TABLE 9: ROLE OF DIGITAL MARKETING IN RESPONDENTS

BUSINESS(SALES).

Frequency Percent

Valid extremely 45 45
Important

Important 35 35

Neutral 10 10

Not Important 5 5

Extremely not 5 5
Important

Total 100 100.0

Source: Field investigation

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GRAPH 9: ROLE OF DIGITAL MARKETING IN RESPONDENTS

BUSINESS(SALES).

50
45
45

40
35
35

30

25

20

15
10
10
5 5
5

0
Valid extremely Important Neutral Not Important Extremely not
Important Important

Interpretation:
According to the survey, 6.4% respondents find digital marketing for sale extremely important
for their business, 21.8% find it important 33.6% find neutral 21.8% find it slightly important
and 16.4% find it not at all important for their business

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TABLE 10: ROLE OF DIGITAL MARKETING IN YOUR BUSINESS

(INFORMATION SEARCH)

Frequency Percent

Valid Extremely Important 14 14.5

Important 35 34.5

Neutral 29 28.2

Strongly Important 14 14.5

Not important 8 8.2

Total 100 100.0

Source: Field investigation

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GRAPH 10: ROLE OF DIGITAL MARKETING IN YOUR BUSINESS

(INFORMATION SEARCH)

40

35
35

30 29

25

20

15 14 14

10 8

0
Extremely Important Important Neutral Strongly Important Not Important

Interpretation:
According to the survey, 14.5% respondents find digital marketing for information search as
extremely important for their business, 34.5% find it important, 28.2% find neutral, 14.5%
find it slightly important and 8.2% find it not at all important for their business.

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TABLE 11: ROLE OF DIGITAL MARKETING TO INCREASE

CUSTOMER LEAD GENERATE RATE IN YOUR BUSINESS.

Frequency Percent

Valid extremely
Important 8 7.3

Important 24 24.5

Neutral 44 44.5

Strongly important 16 16.4

Not important 8 7.3

Total 100 100.0

Source: Field investigation

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GRAPH 11: ROLE OF DIGITAL MARKETING TO INCREASE

CUSTOMER LEAD GENERATE RATE IN YOUR BUSINESS.

50
44
45

40

35

30
24
25

20
16
15

10 8 8

0
Extremely Important Important Neutral Strongly important Not important

Interpretation:
According to the survey, 7.3% respondents find online marketing for customer conversion rate
as extremely important for their business, 24.5% find it important, 44.5% find neutral, 16.4%
find it slightly important and 7.3% find it not at all important for their business.

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TABLE 12: RESPONDENTS FINDS MOST IMPORTANT WHEN

PROMOTING ON DIGITAL MARKETING

SI NO. Options Frequency Percent

1 Valid To find new

customer 37 36.4

2 To engage with existing 6 7.3

customer

3 To share new 37 36.4

ideas and build your brand

4 To get instant Feedback 20 20.0

5 Total 100 100.0

Source: Field investigation

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GRAPH 12: RESPONDENTS FINDS MOST IMPORTANT WHEN

PROMOTING ON DIGITAL MARKETING

FREQUENCY
80
70
70

60

50

40 37 37

30

20

10 6

0
1 2 3 4

Interpretation:
according to survey, 36.4% respondents feel finding new customers is important when
promoting on digital marketing, 7.3% find promotion to share with existing customers, 36.4%
find it to share new ideas and build their brand and 20% do it to get instant feedback

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TABLE 13: RESPONDENT’S RATE TOWARDS THE SPEED OF THE

SERVICES OFFERED BY MWELL SOFTWARE COMPANY

No of
Si No. Rating respondents %

1 Highly Satisfied 13 13%

2 Satisfied 24 24%

3 Either satisfied or dissatisfied 43 43%

4 Dissatisfied 11 11%

5 Highly Dissatisfied 9 9%

6 Total 100 100%

Source: Field investigation

From the above table it is able to be analysed that, out of a hundred respondents, 43% of
respondents are glad or dissatisfied, 24% of respondents are glad, 13% of respondents are quite
happy, eleven% of respondents are dissatisfied, 9% of respondents are extraordinarily
disillusioned.

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GRAPH 13: RESPONDENT’S RATE TOWARDS THE SPEED OF THE

SERVICES OFFERED BY MWELL SOFTWARE COMPANY

FREQUENCY
50

45 43

40

35

30
24
25

20

15 13
11
9
10

0
1 2 3 4 5

Interpretation:
From the above graph it is able to be inferred that, majority (43%) of respondents are both
satisfied or disenchanted.

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TABLE 14: RESPONDENT’S RATING TOWARDS COMPANY’S

WILLINGNESS TO SERVE VARIOUS SERVICES

Rating No of respondents Percentage (%)

1 10 10%

2 19 19%

3 53 53%

4 12 12%

5 6 6%

Total 100 100%

Source: Field investigation

Analysis: From the above table it can be analyzed that, out of one hundred respondents, 53%
of respondents rated 3 towards company’s willingness to serve various services, 19% of
respondents rated 2 towards company’s willingness to serve various services, 12% of
respondents rated 4 towards company’s willingness to serve various services, 10% of
respondents rated 1 towards company’s willingness to serve various services, 6% of
respondents rated 5 towards company’s willingness to serve various services.

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GRAPH 14: RESPONDENT’S RATING TOWARDS COMPANY’S

WILLINGNESS TO SERVE VARIOUS SERVICES

FREQUENCY
60
53

50

40

30

19
20
12
10
10 6

0
1 2 3 4 5

Interpretation:
From the above graph it can be inferred that, majority (53%) of respondents rated 3 towards
company’s willingness to serve various services.

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TABLE 15: RESPONDENT’S SUGGESTIONS TO THE COMPANY

WEBSITE IN ORDER TO INCREASE ITS TRAFFIC AND ENHANCE
ITS ONLINE REPUTATION

Suggestions No of respondents %

POP Up Ads 32 32%

Social media advertising 41 41%

SEO 11 11%

Email advertising 9 9%

Mobile advertising and marketing 7 7%

Overall 100 100%

Source: Field investigation

Analysis: From the above desk it may be analysed that, out of one hundred respondents, forty
one% of respondents recommend Social media advertising and marketing to increase visitors
in corporation’s website, 32% of respondents advocate POP Up advertisements to enhance on
line reputation, 11% of respondents propose search engine optimization to increase site visitors
in organization’s website,9% of respondents suggest Email marketing to enhance online
reputation, 7% of respondents suggest Mobile Marketing to increase traffic in company’s
website and to enhance online reputation.

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GRAPH 15: RESPONDENT’S SUGGESTIONS TO THE COMPANY

WEBSITE IN ORDER TO INCREASE ITS TRAFFIC AND ENHANCE
ITS ONLINE REPUTATION

FREQUENCY
45
41
40

35 32
30

25

20

15
11
9
10 7
5

0
POP Up Ads Social media SEO Email advertising Mobile advertising
advertising

Interpretation:
From the above graph it could be inferred that, majority (forty-one%) of respondents advise
social media advertising to boom visitors in enterprise’s internet site and to decorate on-line
reputation.

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TABLE 16: AWARENESS OF VARIOUS SERVICES PROVIDED BY

MWELL SOFTWARE COMPANY

Response No of respondents %

YES 47 47%

NO 53 53%

Sum 100 100%

Analysis: From the above table it may be analyse that, out of one hundred respondents, 53%
of respondents are not aware of various offerings supplied by using IMR Softech company and
forty-seven% of respondents are privy to various services provided by using IMR Softech
enterprise.

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GRAPH 16: AWARENESS OF VARIOUS SERVICES PROVIDED BY

MWELL SOFTWARE COMPANY

FREQUENCY
54
53
53

52

51

50

49

48
47
47

46

45

44
YES NO

Interpretation:
From the above graph it is able to be inferred that, majority (fifty-three%) of respondents are
not aware of diverse services supplied through Mwell Software Solutions.

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CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

SUMMARY ON FINDINGS

1. 57.3% of the respondents fall under not having websites.

1. We found that majority (57.3%) of the respondents do not redesign website

2. 42.7% of the respondents have no response for not having website.

3. 46.4% of the respondents has other reasons for not having website.

4. 80% of the respondents planning to have one website after one year.

5. We found 95% of the respondents prefer to surf on net

6. Majority 74.5% of respondents don’t know web design company in Bangalore.

7. 83.6% of respondents are valid don’t know web design companies.

8. According to this survey 78% of the respondents are aware of digital marketing ads.

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9. Majority 40.9% of respondents use various social networking sites as tool.

10. We found 51.8% of respondents are aware of ads in social media.

11. According to this survey 33.6% of respondents are neutral for sales in digital marketing.

12. According to survey 34.5% of respondents are important in information search from
digital marketing

13. From this research we found 44.5% of respondents shows customer lead generate rate.

14. 36.4% of respondents are Either valid to find new customer nor build your brand.

15. According to this survey 24% of respondents are satisfied with speed of services offered
by Mwell Software Solutions.

16. According to this survey 53% of respondents rated 3 towards company’s

17. According to survey 53% of respondents don’t have awareness of various service
provided by Mwell Software Solutions, 47% have awareness.

18. From this research we found 41% of respondents endorse Social media advertising to
growth traffic in business enterprise’s website and to decorate on-line recognition.

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5.2 SUGGESTIONS

PASS INTERNATIONAL WITH A COUPLE OF LANGUAGES:

offer your internet and internet site in more than one language. Like many web sites are
available, a. Translation carrier on websites is also appropriate in case you need to assist
preserve clients.

USE OF MULTI-MEDIA:
We can see the banners and Internet advertising, informative and progressive technology
for advertising new design and modern interests needs advanced you want. Obviously, the
most important bridge to move down the load time. Shaped like a small radio audio message
when the mouse or click of a mouse, click on the banners on mini T.V commercial: on your
website, it will be much more powerful and interesting. Use Banner commercials that provide
visitors hazard to act together with banner
Interactive banner designs can be used in which the client can print out a product sheet
from the banner itself, order a product via a secured order form at the banner itself, click which
button he selects and be directed to a specialised product advertising web page.

LOOSE OFFER:
The word free is just as powerful in advertising and marketing and advertising online as
it's miles offline. thru sponsoring a freebie, a smooth name submission drawing also can get
visitors to go through advertisements inside the approach they come to be aware about the
advertisement

SPONSOR CONTEST:
Something like humans win! Provide your service or product as a prize. The winner is
selected at the same time, the Internet address with their phone and you can post a link to a
Web page. Thank you for including a mutual hyperlink referred to in a professional way, and
this is the price of the advertiser.

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INTERNET WEB SITE TESTIMONIALS:

Construct agree with or self warranty in your on-line business employer thru the usage
of testimonials. a proper away quote with the permission of the patron is a nice touch. listing a
name and email cope with it acts as a reference that is easy and brief. hold the testimonials to
at least one or sentences and maintain it easy.

GOAL OF DIGITAL MARKETPLACE:

Maintain audience in mind. commercial organisation humans are not going to have the
time or inclination to participate in recreation-kind advertisements. alternatively, teenagers
love them. If goal institution is more youthful humans, video games might be the thing for you.
layout your advert to fulfill the choices of your target client consist of records.
While you make a income declare, again it up with statistics, consisting of facts. you
might say, Our saucepans have a non-stick coating it really is guaranteed for lifestyles. In
actual, in-domestic testing, food did no longer persist with our saucepans 98.3% of the time.

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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.

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BIBLIOGRAPHY

[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

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QUESTIONNAIRES

“A STUDY ON DIGITAL MARKETING WITH REFERENCE

TO 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

I hope to seek all possible co-operation from you during the entire session.

1. Do you have website?

a) yes b) no

2. If yes, do you want to redesign it?

a) No response
b) yes
c) no

3. If No website, why?
a) No response
b) cost
c) Lack of technology
d) other

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4. Do you know any digital marketing companies in Pune?

a) Yes
b) No

5. If yes which web design company it is?

a) Valid don’t know
b) OMX Technologies
c) Ad2Brand
d) Glassberry IT
e) Others

6. Are you aware of digital marketing?

a) valid yes
b) no
c)don’t know

7. If yes, which digital marketing tool would you like to proceed with?

a) valid don’t know b) social media marketing

c) search engine marketing d) email marketing
e) paid ads f) online marketing
g) mobile marketing

8. Are you aware of social media for your business?

a) Valid Yes
b) No

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9.What is the role of Digital Marketing in your business (sales)?

a) extremely important b) important
c) neutral d) not important
e) extremely not important

10. What is the role of digital marketing in your business (information search)?
a) valid extremely important b) important
c)neutral d) strongly important
e) not important

11. What is the role of digital marketing to increase customer lead generate rate (attention)

a) valid extremely important b) important

c) neutral d) strongly important
e) not important

12. Among these which do you find most important when promoting on digital
marketing?
a) To find new customer
b) To engage with existing customer
c) To share new ideas and build your brand
d) To get instant feedback

13. Rate the speed of services offered by Mwell Software

Solutions?
a) highly satisfied b) satisfied
c) neutral d) dissatisfied
e) highly dissatisfied

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14. Rate the respondent rating towards company’s willingness to serve (on the scale of 1-5)
a) 1 b) 2 c) 3 d) 4 e) 5

15. what are your suggestions to the company website in order to increase its traffic and
enhance its online reputation?
a) popup ads b) social media marketing
c) search engine optimization d) e mail marketing
e) mobile marketing

16. are you aware of various services provided by Mwell software solutions company?
a) Yes b) No

17. Do you have a tablet?

a) Yes b) No

18. Do you have internet connection in any of the above mentioned gadgets?
a) Yes b) 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?

a) Surfing b) Shopping
c) News reading d) Blogging
e) E-booking Reading f) Watching Videos

21. Do you ever notice advertisements?

a) Yes b) No
22. If yes, from where?

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A STUDY ON DIGITAL MARKETING WITH REFERENCE
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a) TV b) Online
c) Newspapers d) YouTube
e) Magazines f) Out Door Hoardings

23. Mention one form of media from the list below, which you give more importance?
a) TV b) Online
c) Newspaper d) YouTube

24. Gender
a. Male b. Female

25. Age
a. Below 20
b. 20-25
c. 25-30
d. 30-35

26. Marital Status

a.Single b.Married

27. Occupation
a. Student
b. Employed
c. Self employed

Faculty of Business Studies BBA Page 86 of 86

Sharnbasva University, Kalaburagi
A STUDY ON DIGITAL MARKETING WITH REFERENCE
TO MWELL SOFTWARE SOLUTIONS, PUNE

Faculty of Business Studies BBA Page 87 of 86

Sharnbasva University, Kalaburagi