DECLARATION

We hereby declare that the project work entitled “A Step Towards Digital Marketing” submitted to “ Binary Web Solutions India Pvt Ltd” & K.C. College of Management Studies (Colaba), is a record of original work done by “ Kunjal Bhanushali, Priyank Dosani, Gaurav Khetwani” under the guidance of “Mr. Ameya Tare, Business Development Manager”. The work was done for the course requirement for PGDAM 2012-2013. We also certify that all the information in this report is solely the result of our work at “Binary Web Solutions India Pvt Ltd” In accordance, this report has not been previously submitted or proposed to any university or any other educational institution for the purpose of getting any reward, title or degree. This project report is not a copyright, nor a patent of any latent description of any project or a similar category. Place: MUMBAI Date: Name: Kunjal Bhanushali Priyank Dosani Gaurav Khetwani Signature: ___________ ___________ ___________

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ACKNOWLEDGEMENT
We take this opportunity with much pleasure to thank all the people who have helped us through the course of our journey towards producing this project work. At the outset, we offer our sincere gratitude to our course Coordinator and our guide, Prof. Nazneen Gidwani, for her guidance, help and motivation. We extend our hearty thanks to the following people BINARY – Mr. Jayesh Khagram (CEO) BINARY – Mr. Tejash Shah (CTO) BINARY – Mr. Ameya Tare (Coordinator/Business Development Manager) We must also put on record our gratitude to our “K.C. College Of Management Studies” for all that we learnt as a student. We express our sincere gratitude to the computer lab staff, library staff, office staff that have provide us with the right information and study materials at the right time. This project would not have been possible without the confidence, endurance and support of our family. Lastly, we are also thankful to all those seen and unseen hands and heads, which have been directly or indirectly helped in the completion of this project.

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EXECUTIVE SUMMARY This project report is a summary of learning about digital marketing world. We worked as intern at Binary Web Solution (I) Pvt Ltd. Binary is an independent creative design and digital agency that delivers the best services to their clients since 2000. We were working for 2 months and learnt about many digital marketing services like SEO, SEM, SMM, website development and maintenance, affiliate marketing, banner ads, email marketing. At Binary, we had a corporate exposure. Right from what is digital marketing we learnt how to approach and handle clients and market their brands on digital media platforms. The projects has been divided in chapters according to our profile as 2 of us were handling Business development and 1 was handling SMM (Social Media Marketing). We were given many opportunities to learn and explore our thoughts while making a strategy a strategy plan for clients and also while execution of those strategies. Handling of various projects and campaigns gave a boost to our experience and also developed the creative window of our minds. Along with the services and learnings of our internship we also tried to study the organisation and the market of this industry and have tried to mention the strengths of the company that we will keep in our minds and

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the weakness to which they can improve and have a better working environment. personal and cost-effective manner.5 Digital marketing Process 1. mobile phones and electronic billboards.1-DEFINITION:Digital Marketing is the practice of promoting products and services using database-driven online distribution channels and electronic media to reach consumers in a timely. advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet.1 Definition 1.2.4 Distinguish between SMO and SMM 1.INTRODUCTION:- 4 .3 Strategies for digital marketing 1. 1. television and radio channels. CHAPTER 1. social media. relevant.2 Introduction 1.DIGITAL MARKETING 1.6 Digital marketing media channels 1. For example. as well as via digital.

Essentially. watching movies and television shows and more. The Internet is also proving itself when it comes to business as there is so much business being conducted online through various different online stores and websites. to communicating. they do little when compared to the Internet and the vast audience the Internet can reach. anything that uses media electronically can be considered digital media. The Internet allows people to do everything from shopping online. digital counterpart. Newspapers are still in existence.The world is changing. When it comes to marketing. to play games. Digital media is not just an essential tool for marketers. regardless of situation. One of the most notable changes in the world is the switch over from traditional analog media to digital media. the traditional. in all sorts of different aspects. The Internet is the best example of digital media that is widely used by individuals in every country around the world. it is an essential tool for just about anyone. especially with all the technological changes that are happening in the world today. Today however. there is now a thing called digital radio that transfers sounds digitally through patterns of digits. but when it comes to getting the word out. precise sound than traditionally. digital media is one of the most important things to acknowledge. especially with the vast amount of electronic media devices out there today. this form of radio offers a much crisper. You can even go to school online depending on the school and whether or not they 5 . Let us take for example. Older. analog radio which transferred sounds through different electrical signals that resembled sound waves. more traditional methods are no longer as effective as their more modern.

Along with the Internet. because traditional media methods are in the past and that is probably where they will stay. Initially we to used to say that the world changes in 10 years that is 1 decade but now due to up gradation of technology and changing scenarios. but now they can do just about everything with little focus on the phone feature. Let‘s take an example. the entire technology is changing in the period of just 3 years. cell phones can just about do it all. 10 years before no one in India knew what mobile phone is but due to advance technology we have an excess to 3G phones currently. The world has become smaller people because of the various facilities and technologies available. Let us take one more example. from typing of documents. cell phones have also come a long way since they were first launched. storing pictures and music and even connecting to the Internet. Cell phones are a perfect example of digital media. especially since so many people own and use a cell phone. few years it was impossible to talk to your relatives and friends staying abroad but these days it‘s actually possible with hardly any cost. you just require an internet connection and your call is free. When they were first invented.offer online classes. Take an example of Skype. initially people use to take hours for shopping but now-days everything is accessible online. It would probably be a good idea to stay up to date and know about digital media. Most modern cell phones can basically do everything a computer can do. cell phones were used strictly as a communication resource between two people. The Internet has simply revolutionized the way we live our lives and is incorporated into so many aspects of our day to day life. 6 .

streaming audio and video sources.STRATEGIES FOR DIGITAL MARKETING There are two basic digital marketing strategies used by current and potential customers. etc. Mobile phone calls. Disadvantages 7 Push Strategy Personalization of messages. RSS. high conversation rate. and detailed tracking of customer choices.3. These are typically located in websites. Same rule follows in digital marketing The customer seeks information about products and/or services by visiting the company‘s sources of information searching for the specific product or service information. Push digital marketing – In push strategy the material and the information is provided to customer simultaneously from the manufacturer. such as: SMS. These two types of digital marketing are called the ―Push‖ and the ―Pull. Customers have found related information on other websites or been directed to the company‘s sources by a referring website to find the information. no opt-in requirements. as subscribers of the latest product and service information provided by the company. .  Pull Strategy Advantages No restrictions on file size. They are basically requesting to view this specific content.1. and low technology requirements for the company.. Customers are provided information by receiving or viewing advertisements digitally.‖ Their methodology for providing information to customers works as follows:  Pull digital marketing – Pull strategy means the information is first passed on from the customer and then it is been material flows to the customers. blogs.

spreads message easily.Pull the people ―Optimized‖ site and encouraging visitors to spread your content Take place outside of your website Attempts to create attractive content and videos that make readers want to share it with others in their social networks. 1. social media optimization increases your websites linkability. On-page modifications Primarily. 8 . and brings in inbound links Creation and distribution of content Refining and optimizing company's own website Push strategy – Push the message Creation and initial ―planting‖ of the campaign Pull Strategy.Marketing required. Requires Can Spam Act 2003 compliance. little tracking of visitors and no personalization to keep the visitors coming back. can be blocked. most customers must optin.4 Distinguish between SMO and SMM Social media marketing(SMM) Let people know what is happening in your line of trade Social media optimization (SMO) Increases your websites linkability. and requires delivery technology. simply opt-out. spreads message easily. and brings in inbound links.

Place and deliver media  Connect experiences across touch points  Create personalized compelling experiences Engage: Listen and engage in conversations 9 .1.4.DIGITAL MARKETING PROCESS:- Plan: Plan and execute marketing campaigns.  Co-ordinate marketing activities  Provide visibility to status and budgets. Attract: Acquire.

5. Determine who and where influences are  Enable and encourage content sharing Monetize  Empower customers to make buying decisions  Grow brand loyalty and advocacy  Sell ads and subscriptions Optimize: Know who the target audience is.DIGITAL MARKETING MEDIA CHANNELS The digital marketing sector uses many different digital marketing media channels. what they like and how they behave  Improve campaign effectiveness  Track the performance (marketing dashboard) Manage: Content storage and management  Site and layout management  Interaction monitoring and management. The below chart highlights all the various mediums that are used by the firms today for digital marketing.  Obstacles faced during the process     Limited visibility into the status of marketing projects Incomplete visibility into budgets and marketing spend Lack of a central location for creative files Lack of a centralized project plan and marketing calendar to coordinate activities 1. 10 .

psychographics. such as:  Target group demographics. and channel consumption habits  Product or service type  Business and Campaign objectives  Individual channel strengths in delivering the campaign objectives  Cross-channel synergies Here are the tables for each major channel: 11 .The Key Digital Marketing Channels – A “Cheat-Sheet” Approach Website Mobile Marketing Blog Content Marketing Digital Channels Social Media Online Advertising Search Marketing E-Mail Marketing Multi-channel mix and weighting strategies will be driven by a number of considerations.

presence downloads. and other • Percentage of New relevant content Visitors • Keep your clients updated • Customer support and FAQs • Improve communication with • To provide a forum for customers dialogue • • Keep the edge on competitors Provide convenient support for your customers Improve business to customer relationships • 12 .Website Key Benefits • When/How to Use Performance Tracking Gain a larger client • 24/7 • Google Analytics base • As a comprehensive • Average page-views • Educate consumers client resource for: per session about your business • Updates • Conversion Rate • Increase customer • Company information• Bounce Rate confidence • Relevant news • Cost per Lead • Cost effective promotion and marketing• Offers • Stickiness (Staying top of mind and up to date) • 24 hour global • Free information.

13 . Klout. How Low cost • To provide a forum for Sociable. Facebook.Blog Key Benefits • • Low cost Ability to position one‘s company as an expert Relational marketing Community building Media and Public Relations • • When/How to Use To frequently provide• relevant updated content • to readers To provide content that is integrated with your content in other online channels • • Performance Tracking Google Analytics Social Metrics (WordPress) Common metrics: Visitors and Unique Visitors • • • • To provide a forum • Page Views for dialogue • Referrers • To build or expand a • Direct communications • Keywords client community /RSS feed • Top Content (i. and others) dialogue and feedback Relational marketing • Social Media Metrics To build or expand a from social media Community building • channels (e. Social Mention.g.e. the • Competitive content most popular with differentiation visitors) • SEO enhancement • Brand building Social Media Key Benefits • • • • • Direct conversation • Connecting to Peers When/How to Use When direct.g. ongoing • dialogue and feedback is • needed Performance Tracking Google Analytics Free tools (e.

e. • When the offer is competitive data where Interactive time-sensitive available.g. or alternate test Highly campaigns) • For new product personalized/targeted announcements • Conversion rate Round the clock • For knowledge-based • Cost Per Click marketing offers.g. paperneeded other online activities. • Ability to demonstrate build upon integrated e. white papers and webinars • Bounce Rate Measurable results Open Rate Click Rate Open to Click Ratio For subscriptions to • Opt-in or unsubscribe • ongoing communications options (focus only on • (e.• • To synergistically • Third-party solutions. interested prospects) newsletters) • • Faster response 14 . thought leadership product/service marketing • Syncapse and branding efforts • Direct • Radian6 communications /RSS • To frequently provide feed relevant updated content • NM Incite to readers • SEO enhancement • SAS • To provide content that • Brand building • Sequentia Environics is integrated with your content in other online channels E-Mail Marketing Key Benefits • • • • • • • Global reach • When/How to Use Performance Tracking Media and Public Relations client community Twitter and LinkedIn) When a high and • Client direct response qualified response rate is rates (can be compared to Lower cost (vs. RSS feeds.g. based) historical data.

• • • • • Increase Sales Conversion • To continue to build a• subscriber/prospect list Cost Per Sale Generate Repeat Sales Up-sell and Cross-sell Products and Services Gain Valuable Feedback from Visitors Drive Web Users to Make Offline Purchases Search Marketing Key Benefits • • • • • • The #1 way people find websites • When/How to Use Performance Tracking As an integral part of • Google Analytics building website traffic • Yahoo web analytics People use search • Paid Search as part of • Hosted services such engines ubiquitously an overall integrated as Web Trends campaign (e.g. segmented Critical for driving by Natural/Organic website traffic Search) Paid search can be leveraged with major search engines (e.g. and bounce rate by banners top entry page. Google and Yahoo) • Reverse goal funnel. time spent on More effective than page. segmented by Natural/Organic Search Top internal search queries segmented by • 15 . AdWords Qualified traffic ready from Google) Common Metrics: to buy • Visits.

trademarked.Natural/Organic search • Visits by non-paid keywords. but filtered for branding. or copyrighted terms Number of keywords triggering results for your site Position of your site in the search results for specific keywords Number of clicks to your site from keywords Position of your site in the search results for specific keywords clicked Diagnostic crawl stats Back-link discovery trending External backlinks and referring domains • • • • • • • Online Advertising Key Benefits • • • • Affordable • When/How to Use Performance Tracking Cost Per Click Click-Through Ratio Impressions To complement brand• building communications Wider reach/coverage • • To extend the impact Targeted audiences • of direct response Easy to track and 16 .

clickable links to landing pages) Payment flexibility Better ROI Easy audience engagement Brand enhancement opportunity Rich media for creative messaging Content Marketing Key Benefits • • Lead generation • • campaigns • Page Views Banner Views To build and maintain• awareness of brand benefits and offers • • • • • When/How to Use Ongoing • Performance Tracking Tracking sales lift – content recipients vs.measure conversion • • Speed Informative (e. nonrecipients Shortening the sales • As the basis for client cycle through list engagement subscriptions • Tracking conversions • As a driver of brand (e.g. time spent) • Better search engine online marketing rankings activities • Online readership studies • Differentiated • To build thought competitive advantage leadership • Pre/Post-awareness studies • To increase client 17 .g.g. subscriptions) • Demonstration of loyalty thought leadership • Engagement measures • Integrated with other (e.

For Apps: Total Downloads – Number of times your app is downloaded from an app store.e. This shows how often your app is being used. It is one gauge of user loyalty.retention • To deliver unique. App Users – Number Potential to go viral • More personal and targeted messaging Affordable and costeffective Immediate delivery Wider reach • • • Provide QR codes for promotional offers Leverage mcommerce activity by target users Leverage check-in services such as Foursquare Leverage social network and online gaming use Leverage online app downloads • • • • • • 18 . engagement) Duration – The average amount of time spent in the application. relevant content Mobile Marketing Key Benefits • • • • • • Location-based marketing • When/How to Use Provide mobile coupons • Performance Tracking Frequency of Visits– Ratio of the number of visits to the number of users over a period of time. Bounce Rate – Ratio of the number of user visits with a single view event to the total number of visits. Depth of Visit – Number of screens viewed on average compared to the number of visits (i.

• Active User Rate – Ratio of the number of app users to the total downloads.5 Organization Structure 2.2 Vision. New Users – The number of users that first used your app during a period of time.1 Introduction 2.3 What we do 2.9 Other Ventures 2.INTRODUCTION 19 .1.7 Rules and Regulations 2.of unique application users over a period of time. • • CHAPTER 2: BINARY WEB SOLUTIONS INDIA PVT. 2. LTD.8 Major Clients 2.4 Resources 2. Mission and core values 2.6 People development at Binary 2.

best ideas..2.related to IT _ we will do it anything…related to internet _ we will do it anything…related to digital promotions _ we will do it. 20 .Binary is an independent creative design and digital agency that delivers the best possible experience for the customer through the integrated and disciplined use of the best possible practices. since then the aim has never wavered. people and technology. MISSION AND CORE VALUES:2.1-VISION:Our slogan is ―Will do it‖……. and of course anything…. sounds too good to be true? try it yourself. will do it…. They are passionate about effectively communicating your message to your audience. That aim is work hard and smart for our clients to make their online and offline businesses better in all aspects 2. Binary is a growing team of 50+ creative. the idea behind it is very simple anything…. every step of the way. They have been in profit since inception and have had massive success through forming long-term client/ agency relationships which has meant that 90% of all sales have been through referral and/or repeat business.creative we are with you. and provide an all round digital and creative service giving you an online package that will complement your other communications channels within a national or international market Binary was first started in 2000.2 – VISION. strategic and technical specialists all extremely passionate about the digital and creative industries and what they do.

2.What we do:We offer unparalleled design and creative direction. to secrets from our r&d lab and real- 21 . along with a rock-solid group of technologically innovative minds.Together Everyone Achieves More.2.Integrity is a necessity .CORE VALUES:Teamwork: .2.We offer nothing but the best through a focus on delivering high Quality service and continuously improving ourselves and our work. Creativity:.3. Dedication:. innovative and to think outside of the box.MISSON:―To be known and trusted by our customers to deliver top quality services with the help of extraordinary teamwork‖ 2. open communication and professionalism drives each and every interaction. 2.The environment at binary enables individuals to be imaginative.honesty.Every individual is committed to the success of each interaction to the best of his ability. Teamwork and success go handin-hand Excellence:. From full interactive strategy and consulting. Integrity:. to production of a database-driven flash site.3.2.

prospects will find you no matter where or how they search Social From facebook to twitter. corporate presentations. we can walk you through every step from strategy to launch and beyond Our expertise includes Website Development.Search Engine Marketing (SEM).time online games. campaign management. Search Engine Optimization (SEO). email marketing. Website Management. Search with SEO and PPC. interactive Digital Marketing coupled with strategic marketing tools such as SMS marketing. connecting with your clients and growing business starts here Design A new website? Custom landing page?displayads? we have got ucovered Creative Designing high quality Professional graphics and advertisements 22 . content marketing and anything that is required to turn your marketing initiative into a powerful business tool and help you leverage beyond your ROI.

Activation N.4 – Resources REAN R.2.Reach E.Nurturing Reach Nurturing REAN Engagement Activation 23 .Engagement A.

MAJOR CLIENTS:- 24 .7.ORGANISATION STRUCTURE:.4.*** Binary –Director Jayesh Khagram VicePresident Hemaxi Khagram CreativeHead Surinder Singh CTO Tejash Shah Social Media Head Uday More Business Development Head Karthik Ramakrishnan Marketing head Ameya Tare 2.2.

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Incepted in Mumbai.8. 2.8.Social Pandits:- The ―Social Pandits‖ originates from a well proficient 9 year old Digital Marketing Agency– Binary Web Solutions India Pvt Ltd.1.and many more.OTHER VENTURES:2.. 2007 ―Social 29 .

3 Budgets for digital marketing 3. The team at Ad Pandit has provided many leading brands as well as relatively small and upcoming clients with our invaluable services for years now.Ad Pandit:- A Total online advertising campaign.2. They serve Strategic Custom Managed Solutions to their clients through Social Media Consultancy..7 In-house project 30 . unmatched quality standards and yet very much cost effective solutions. Viral marketing etc. 2. Automobile.2 Services offered 3.. ECommerce. Their exclusive cliental list comprises of brands from a number of various sectors including.Pandits‖ is a complete 360 degree Integrated Social Media Marketing Communications Solutions.1 Introduction 3.8.ONLINE MARKETING 3.6 Work Profile (Clients handled) 3. In short. CHAPTER 3 . Health & Care and Finance to name a few. this is all what Ad Pandit is about. FMCG.4 Role played as business development executive 3.5 Internet marketing strategy and planning 3. Digital PR. SMO (Social Media Optimization).

• Broad in scope • creative and technical aspects • placement of media • E-commerce: a model whereby goods are sold directly to consumers (B2C).SERVICES OFFERED Products Authorized to sell: Of the variety of products offered by the company. banner ads on specific websites. also known as online marketing.2.INTRODUCTION:Internet marketing. advertising. or from consumer to consumer (C2C). Internet marketing ties together the creative and technical aspects of the Internet. including design. search engine optimization (SEO). Internet marketing is not only refers to marketing on the Internet. As an Internet marketing strategy. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM). development.3. following products were authorized to be sold: 1.1. but also includes marketing done via e-mail and wireless media. 3. what people search for. Search Engine optimization Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results. businesses (B2B). the actual search terms typed into search engines and which search engines are preferred by their targeted audience. SEO considers how search engines work. and sales. email marketing. Optimizing a website may involve editing its content and HTML and associated coding to both 31 .

Additionally. Promoting a site to increase the number of back-links. flash files. Not every page is indexed by the search engines.The proper analysis of the company.increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. portable document format files. the industry it falls. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. search engines sometimes have problems with crawling sites with certain kinds of graphic content.  Keyword Research:. or inbound links.according to the sector it falls the keyword research and analysis is done 32 . and dynamic content. Search engine crawlers may look at a number of different factors when crawling a site. is another SEO tactic. SEO Performance Cycle:-  Initial Analysis: .

 Competitor Analysis:- the competitors campaign style is analyses, the way they are getting returns for it , the amount approximately spend by them, are to be analyzed  Meta Tags(Site Map):- the site structure is to be analyzed that is that structure feasible for the SEO campaign, the site should be SEO friendly before starting the campaign, if the home page of the website is full of flash than the web site is not SEO friendly the campaign will not be able to run.  SE Submission &Directory submission: - The keyword which are shortlisted are to be directory friendly of Google, yahoo, etc where the campaign has to be ran , the words are to be submitted. Social Bookmarking - Social bookmarking is a way for internet users to store, classify, share and search Internet bookmarks. Social bookmarking is a new technique to attract visitors to your website through marketing your website in popular social networking websites and thereby attracting visitors to your website We submit your site to about 100 social bookmarking sites. A few of them are as follow:

Blogs and Article submission - Creating blogs and also using white blog techniques to improve your link popularity and increase the number of one way links to your website. Post messages to other related blogs along with the site link. Article submission is one way to increase one way links to your website. Not only it provides you one way links but with the help of articles you may also reach your potential customers who may not be searching for your product but end up buying one

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Link Building - Link Building is a tried and tested technique to increase the visibility of your website on search engines.Although it sounds so simple, but it isn‘t. Getting quality websites to link with your website is not easy. Ever since the SEO boom arrived, link building has always been and still is a very important offpage optimization factor. 2. Search Engine marketing Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of, paid placement, contextual advertising, and paid inclusion. SEM uses various means of marketing a website to increase its relevance in search engine results. SEM uses ad words which comprises pay per call (particularly beneficial for local providers as it enables potential consumers to get in touch directly to a company with one click). SEM is a constant and tedious task. It frequently needs to be updated and monitored continually. The following are the steps to a successful SEM plan: 1. Research your target audience. 2. Set your online goals and key performance indicators. 3. Build an initial list of important keywords that represent your current and most relevant content and potential content. 4. Validate your keywords by testing and refining them with your keyword selector tools such as Yahoo Keyword Selector, Google Keyword Selector, Google Trends and Keyword Discovery. 5. Check your current ranking. 6. Optimize the website by improving your web design, architecture and web page content. 7. Pursue link-building and partnerships.
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8. Colonize the Web by publishing and circulating it in wiki, blogs, and video and picture sites(e.g. Flickr and Youtube). 9. Get in the news such as Google News with RSS feeds. 10.Install good tracking software, and track and analyze your performance for better results. 3. Pay Per Click (PPC) – PPC helps to get the highest spots on the search engine listings and get the website figured in the top slot instantly. PPC is an Internet advertising model used to direct traffic to websites, where advertisers pay the hosting service when the ad is 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. Among PPC providers, Google Ad Words, Yahoo! Search Marketing, and Microsoft ad Center are the three largest network operators, and all three operate under a bid-based model. The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.

4. Cost per click (CPC) – The cost-per-click (CPC) is the amount the client earns each time a user clicks on their advertisements. The CPC for any advertisement is determined by the advertiser; some advertisers may be willing to pay more per click than others, depending on what they're advertising. Cpc is in a nut shell. Beyond just being "an amount you pay for every click", this metric is important measurements of advertising spend.
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A "click" represents a visit; an interaction with your company's product or service offering. Every click in a search engine marketing campaign represents attention from a person who is searching for something. Searching for something, and using words you've deemed relevant to your business to do it. Cost-per click is important because it is the number that is going to determine the financial success of your paid search campaigns. Your return on investment, whether you're over or under paying for each action, will be determined by how much you are paying for clicks, and by what kind of quality you are getting for that investment. 5. Cost per lead (CPL) – Providing enough incentive, even to a non-de-script advertiser, so that though situated miles away, puts in efforts to advertise the clients firm and create adequate and relevant leads. Binary helps to come across such advertisers and also helps you decide as to what is the level of incentive that can be considered as adequate, competitive and sufficient to keep the advertisers and lead generator loyal to the organization. Cost Per Lead Advertising (CPL) is a form of performance-based advertising and is common in affiliate marketing. In this payment method, the Advertiser only pays the Affiliate (also referred to as a Publisher or Lead Seller) for the leads generated by the ads. A recent study found inbound lead generation to be far more cost-efficient than outbound marketing strategies. The study was completed by 167 professionals involved in their business‘ marketing strategy. They consisted of business owners, entrepreneurs, executives, and sales people in businesses of all sizes. Almost ¾ of the companies were involved in the business-to-business sector and were involved in business or professional services.
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Respondents spent about 37% of their lead generating budgets on inbound marketing techniques and about 30% of the budges on outbound techniques – such as direct mail, trade shows and telemarketing. The findings indicate that companies spent about $84/per lead using the inbound marketing techniques and a whopping $220/per lead using outbound marketing techniques. The average lead generation budget spending is illustrated in the following example:

6. Cost per thousand impressions generated (CPM) The CPM is the amount an advertiser pays for every 1000 times a user views his/her ad and an impression is recorded. CPM (cost per thousand impressions) advertising is still an effective way of reaching potential customers on the Web. Instead of paying per click, in a CPM campaign you purchase a set amount of impressions. An impression is a single instance of an ad appearing on a Web site.

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Although cost-per-click.000 ad impressions. CPM-based advertising can be a cost-effective alternative to CPC deals. advertising is enjoying great popularity. you could but 1. Instead of paying per click.000 impressions. you're paying $3 for the same 10 clicks. you pay for each click your ad receives. Instead of paying $5 for a single click. In a CPM-based campaign. you could but 1. In a CPM-based campaign. To illustrate this point. An impression is a single instance of an ad appearing on a Web site. This can add up over time. This can add up over time. Illustration:In CPC-based advertising. If your ad receives a click-through ratio of just 1 percent. let's compare the overall expense of two similar campaigns. you may pay $3 for 1. Let us say that you are spending $1 for each click. CPM-based advertising may be more suited for your company if your desired keywords are very popular and expensive. Current results have shown that text-based CPM ads often receive more attention that traditional banner ads. 10 clicks costs you $10. the average view time for a text based ad averaged 7 seconds.000 ad impressions.6 seconds. you're paying $3 for the same 10 clicks. Text CPM ads are starting to become more popular and may be a viable alternative to CPCbased advertising. Instead of paying $5 for a single click. or CPC.000 impressions. If your ad receives a click-through ratio of just 1 percent. you may pay $3 for 1. In fact. CPM (cost per thousand impressions) advertising is still an effective way of reaching potential customers on the Web. 38 . in a CPM campaign you purchase a set amount of impressions.CPM-based advertising may be more suited for your company if your desired keywords are very popular and expensive. while a graphical ad only averaged 1.

• Examples include rewards sites. Affiliate marketing—using one website to drive traffic to another—is a form of online marketing. affiliate marketing is not easily scalable. and the referral of others to the site. A well-designed ad will catch a viewer‘s eye and may promote brand recognition. (M GINGER. Display Banner Advertisements Provide ideas for advertisements.com. meaning that the merchant does not incur a marketing expense unless results are accrued (excluding any initial setup cost).Although click-through ratios for CPM-based advertising are low. Affiliate Marketing Selecting the best of the potential affiliates so that their pay offs are high. 8. where users are rewarded with cash or gifts. • Some businesses owe much of their success to this marketing technique. you mint) • Merchants favor affiliate marketing because in most cases it uses a "pay for performance" model. however. and website syndication capture much of the attention of online retailers. not only regarding best designs but also their placements and regular updating & change. Still. click-through isn‘t everything. affiliates continue to play a significant role in e-retailers' marketing strategies Affiliate marketing is a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. which is frequently overlooked by advertisers. even if the viewer doesn't click. affiliate marketing carries a much lower profile. While search engines. 7. for the completion of an offer. email. Even an unblocked (but viewed) ad can play an important role in promoting your company. a notable example being Amazon. Unlike display advertising. 39 .

often employing animation. but they all share a basic function: if you click on them. These small rectangular advertisements appear on all sorts of Web pages and vary considerably in appearance and subject matter. your Internet browser will take you to the advertiser's Web site. resulting in a revs hare system and higher quality ad placement. This form of online advertising entails embedding an advertisement into a web page. Usually though. This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. the advertiser sends the content provider some small amount of money (usually around five to ten US cents). either wide and short.e. or video to maximize presence. such as a newspaper article or an opinion piece. or tall and narrow) hence the reference to banners. JavaScript program or multimedia object employing technologies such as Java. Shockwave or Flash. These images are usually placed on web pages that have interesting content. When the advertiser scans their log files and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad. Generally we made still banner ads rather than Animated. Banner ads are usually relatively simple pieces of HTML code. sound.A web banner or banner ad is a form of advertising on the World Wide Web. advertisers use ad networks to serve their advertisements. It is intended to attract traffic to a website by linking to the website of the advertiser. Images are usually in a high-aspect ratio shape (i. JPEG. PNG). The advertisement is constructed from an image (GIF. but their presence on the Web and their importance in Internet-based business is immense. Banner sizes are:Mobile leaderboard: 300 x 50 Banner: 468 x 60 Leaderboard: 728 x 90 40 .

41 .Jpg.  Adding advertisements to email messages sent by other companies to their customers We were suppose to make Emailler which contained the data of what msg need to be send across the data base available Advantages Email marketing (on the Internet) is popular with companies for several reasons:  An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. to encourage customer loyalty and repeat business. Email Marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.Large rectangle: 336 x 280 Inline rectangle: 300 x 250 Skyscraper: 120 x 600 Wide skyscraper: 160 x 600 Square – 250 x 250 File Size – 50 kb or smaller File Type.  Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately. every email sent to a potential or current customer could be considered email marketing. the term is usually used to refer to:  Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers. However. jpeg 9.

e. Develop a strategy development process: Digital strategy should follow a logical progression from understanding the present to help you control the future. Advertisers can reach substantial numbers of email subscribers who have opted in (i. 3..  Over half of Internet users check or send email on a typical day. consented) to receive email communications on subjects of interest to them. Disadvantages It sometimes doesn‘t give an adequate result that is even if the mail has been received by the recipient than to it show mail delivery failure.INTERNET MARKETING STRATEGY & PLANNING Step1. 42 .3 .

There is tools available help review consumer behavior online. it is important to measure the response to the complete process and make improvement as and when required.e. This helps the client to 43 . Analyze your marketplace Understanding your online customer behavior is the first true step. When the business objective is clearly understood it becomes easy for a digital marketing agency to formulate marketing objects and define a systematic marketing strategy. after attaining the objective i. A good marketing strategy needs to be very well backed by a sound marketing plan to achieve the desired results for the client. Step 2.While setting digital marketing strategy we need to understand the client‘s business objective. The process go on.

conversion. SMART goals and strategies to achieve these goals across strategic multichannel initiatives in areas of customer acquisition. Step 3. 44 . Digital Strategy Development Here it is shown how a strategy should link situation analysis. Step 4.understand whether the product/service offered by them is doing well in the market. Some of the offline and online marketing strategies are shown below. Online and offline marketing Internet marketing can also include online as well as offline marketing which can help the marketer to grow his business and generate more traffic for his business. retention and digital channel governance.

Step 5. The sites which generated more traffic are those sites which have offerings or the sites which have unique feature in them. Most of the viewers like to visit site which are user friendly or have some catchy elements. E-CRM How to manage the key activities for developing relationships with existing customers to encourage them to continue to engage through online channels as part of customer retention strategy: Step 6. Customer experience What makes for a great customer experience delivered via the web. 45 .

Digital campaign planning What should go into a brief or plan for a digital marketing campaign? Step 1. Campaign insight Step 3. Goal setting and tracking for interactive marketing communications Step 2. Offer. Budgeting and selecting the digital media mix Step 6. Segmentation and targeting Step 4. Integration into overall media schedule or plan 46 . message development and creative Step 5.Step 7.

3. VNS Financial Services Company Profile: VNS is one of the leading Stock.WORK PROFILE:(Business Development Executive – Gaurav Khetwani)  Was a Coordinator between the company and the clients for Digital marketing services  Arranged meetings and made client callings of Digital Marketing Services for the client  I was making the calls from the Sulekha.1.  Developed a Search Engine Optimization (SEO) and pay per click (PPC) and social media campaign for our existing client after the proposal was accepted. Commodities and Currency broking companies in India. At VNS.CLIENTS HANDLED:1.4. 47 . our existing client on the company‘s behalf. they believe in professional management and complete transparency. Roles and responsibilities:  Prepared a Site map and Website structure for VNS.5. Besides retail broking through branches in various parts of the country. they are also empanelled with leading Financial Institutions for their investment related activities.com leads  Collaboration with the competitor clients  Analyses of the clients and competitors 3.

 Interface between my technical department and my client. spanning all the time zones so you your investment is always working for you. SBI UK Company profile: With a tradition in banking dating as far back as 1806. 2. our Bank has offices in 32 countries with a network of around 160 branches. 48 . State Bank of India is the 50th largest bank in the world and the only Indian Bank to feature in the Fortune 500 list. SBI carries the art of banking in our blood.41% owned by the Government of India.000 branches. making us a solid investment. State Bank of India is 59. State Bank of India knows that you want traditional banking services executed with the highest standards of efficiency and service. Today. in addition to being the largest commercial bank in India with over 18.

Our strategy lies in creating and appropriating value by differentiating our product application from other substitutes in the market Roles and Responsibilities:  Made a cold calling to our prospective client ―Maria Décor‖  Understood client requirements through tele conversation and E-mail  Took follow up with the client to arrange the meeting  Arranged the meetings with my company and the prospective client 49 . quality and utility to successfully serve the mass market.Roles and responsibilities:  Prepared a sitemap of our prospective client ―SBI UK‖  Prepared a Website structure for the same  Developed a Search Engine Optimization (SEO). Maria Décor Company Profile: Maria Décor is the first Indian company that deals in interior moldings. pay per click campaign (PPC)  Developed a list of key words for operation of above two Campaigns  Took a follow up with the client and arranged the meeting  Arranged Meetings and understood clients‘ requirements 3. Interior molding application is an emerging trend in beautification of commercial and residential places. It adds the X-factor to your ambience that will seal the void between the desired and they achieved. Maria Decor continually strives to balance price.

my senior had given me the task of making the whole campaign live on air within 2 days.000 people database which was preserved with the company The Google PPC campaign is highlighted as below 50 . 22 lakhs was given to the client  Deal yet to be closed with the client 3. brochure designing for their upcoming Acetech Exhibition at MMRDA in October 2012  Quotation of Rs.6. The client requirements were stall designing.2 Google PPC Campaign :-***  Our company had got and offer from google to promote the business online through the means of the google pay per click. The following things were included in this campaign  Making the content  Highlighting the offer plans provided by google  Making it live on the company website with the assistance of the technical team  Blasting e-mails to the 30. For this.

 In the initial stage learned to attend the meetings and understand the requirements of the clients  After a month started attending meeting solely and doing negotiation with the client.  Later I got a supporting hand of my reporting manager. In the first week was trying to gain knowledge about the industry on my own.  After a month was getting lead from the immediate boss and also getting clients own my own  Started doing collaboration with the competitors.Learning’s:  Initially while I joined the company was not having knowledge about the industry. helped me to get into the insight of the services provided by the company. 51 .

A proper briefing was given to us towards the approach of what all things need to incorporated in presentation.  Learned about social media marketing and its insights. Prepared full new promotion plan for the company‘s promotion and gave a new flow for the promotion of the company. The Research of Web site and Social Media both were to be done. so proper R & D of news channels was done without comparing it with the client. For us it took couple of days to incorporate because of the errors done by us. We learnt many new techniques during that period: i. Team work 52 .  Prepared the content for the Google PPC campaign and the E-Mailer for which I was solely responsible  Learned to prepare mailer and corporate presentation with the help of the technical team members. R & D Section Group Task Client Name:??? We the interns of Kccms got a group task to make the competitive analysis of 5 news channels.  Learned various analytical tools and social media tools 3.  Learned the process to prepare a web site. The best part of analysis was we didn‘t know the client. I had studied many other movie channels execution on social media marketing. And for designing the proposal.6.3.

all are your colleagues How to incorporate together and deal with group task along with your actual tasks and skills. The 6 Indian news channels which we analyzed were ABP News. Proper techniques to be applied during a group task.ii. iii. We learned the actual working of news channels in digital media how they maintain their sites what all social media platforms they use. We got the actual feel of corporate workings that is it‘s not restricted on 10 -7 timings as we were suppose to complete our work in the given deadlines. iv. No one is friend while work. v. CNBC. NDTV and IBN Live. BBC News. Name of the Channel Business Section Live TV No Yes Yes No Yes Yes ABP BBC CNBC IBN Live Yes Yes Yes Yes NDTV Smartphone Apps Yes Yes Yes Yes Yes Opinion Poll Yes No Yes Yes No Website for mobile E-mail News Google Custom search Yes No Yes No Yes No No No Yes No Yes Yes No Yes No 53 .

Name of the Channel Feedback ABP BBC CNBC IBN Live NDTV Yes No No No Yes Forums No No No Yes Yes Bookmarking and sharing Investor’s Guide Yes Yes Yes No Yes No No Yes No Yes Twitter Connection Yes Yes Yes Yes Yes TV Schedule No No Yes Yes Yes 360 degree coverage No Yes Yes Yes Yes Name of the Channel Contest coming up soon Program Alerts ABP BBC CNBC IBN Live NDTV No No Yes Yes No No No Yes Yes Yes Blogs maintained No Yes Yes Yes Yes Latest business wires No updated News highlight Tab No No Yes Yes Yes No Yes Yes Yes Popular News Readers RSS No No Yes No No Yes Yes Yes Yes Yes 54 .

Name of the Channel Real Time Quotes ABP BBC CNBC IBN Live NDTV No No Yes Yes No Widgets No No Yes No No All Genres of News No Yes No Yes Yes Live chat No No Yes Yes No Latest shows No No Yes Yes Yes Current Affairs No Yes Yes Yes Yes Social media analysis of News Channels Name of Channel ABP News BBC CNBC IBN Live NDTV Boards No 1 15 7 14 Followers Pins Likes No No No 68 1 1 493 448 6 390 258 0 294 2695 0 55 .

409 Subscriptions 236 3.914 15.261 2.19.Name of Channel ABP News BBC CNBC IBN Live NDTV Video Views 12977 13.082 1.31.00.23.323 12.9million 222k 1million 458k Updates Every 23 hours Every 1hr Every 2-3 Every half an hours hour No Every 4-5 hours No Apps No No Yes Events No No Yes Yes No Poll Questions Yes No Yes No No Name of Channel ABP News BBC CNBC IBN Live NDTV Followers 36668 6003 817539 217902 489183 Following 17 70 565 449 22 Tweets 40554 67 15310 81037 36581 Daily Tweets 35 to 40 1 to 2 7 to 8 40 to 45 55 to 60 56 .283 73.897 Name of Channel Fans ABP News BBC CNBC IBN Live NDTV 108K 1.59.037 65.

Apps and Live Tv. 1. If they are interested we approach them with the same. According to clients requirement.were we call prospective clients and give then a gist about social media marketing & our company which provides these services. it was Bloomberg Television. The strategy development portion of a social media campaign is crucial for the success of a company. News. word of mouth or through our current clients.Conclusion: After the analysis of all newschannels we came to the client. You must ask and answer the appropriate and relevant questions to develop the right campaign. Stock market was not suppose to be covered.firm/organization who are aware about our firm through internet. investments sections. d) Already existing clients: . c) Enquiries: . 57 . we were suppose to mainly highlight the business section. Then the question arises as to how do we get clients? Following are few ways we use to get clients: a) Tele-calling: .our already existing clients may give us another business or brand to handle. b) E-mailing: .we email prospective clients and if they are interested they revert back.Getting clients: .The 1st and foremost step in any business is to get clients.

After knowing your client you need to understand as to what type program/campaign does your client want? Awareness.e) Business to business: . You should be able to describe as to what the company does. etc) and 58 . if your company sold vampire teeth. It‘s too confusing to have a strategy that targets advocates AND people that has never heard of you. Look for your audience by searching for groups that are directly related to your product or service. you might look at fans of the Twilight series. 3. but never acted c) Acted once d) Repeat actions/enthusiasts e) Advocates Pick up two of these segments to focus upon. Gather all the sites that would be most interested in what you have to say and segment them by type (blogs. since that segment indexes low on the ―Creator‖ scale. 2. it is important to know all about the firm. forums. 5. Sales. If the audience skews older. Knowing your client: . Type of Campaign:. For example.another digital marketing firm who do not provide social media marketing services gives their client‘s social media marketing campaign to us. That would be two strategies. Reaching Target Audience: -Understand how the target audience (as defined by gender. You can also look for fan pages that are related to your competitors‟ products or services. and geography) uses social media. not one. social networks. age. you may not want to engage in a lot of ―make a video‖ contests. social news sites.Once you get a client. Firm’s Relationship with Their Audience: - What does the audience know about the firm today? a) Nothing b) Aware of the firm. or Loyalty? 4. but make sure they are adjacent on this scale.

One should study your competitors who already are doing social media marketing.1 Introduction 4.by target audience / topical interest. CHAPTER4.After keeping all the points in mind you should make an appropriate strategy for your client in a proper format decided. 6.2 3 points to adopt social media 4. Social Media is about building a conversation with your clients and consumers understand their needs and also get their feedback. This strategy is then presented to the client and if agreed upon then commercials & ROI are discussed.3 Social media marketing process 4.7 Work profile 4.5 Current Scenario 4.4 Benefits and constraints of SMM 4. it will be clearer to you what your campaign specific marketing strategies and tactics ought to be. Studying how effectively are they doing so social media marketing.6 SMM strategy formulation 4.1.INTRODUCTION Social Media Marketing is the process of promoting your site or business through Social Media networks. Social media marketing is able 59 . Once you‘ve done that. Social media promotions center around matching content with interested audience as well as stimulating conversation and buzz. Making appropriate strategy for your client:. 7. It is considered to be one of the most effective Marketing tools.SOCIAL MEDIA MARKETING (SMM) 4. Studying Competitors:.

from re-connecting to old classmates or finding a new boyfriend or girlfriend. 3. how much money will I make back‖? Our reply is ―this is relationship building‖. etc. As such. Social Media is a marketing tool – Social Media is about communication and that can mean different things to different people. Facebook. 3 Key points to adopt Social media 1. ―Do you put an ROI on every business lunch or every networking event or every cup of coffee you 60 .to connect and interact on a much more personalized and dynamic level than through traditional marketing. understand that you will be responsible for 3 things – a) creating your social media strategy. YouTube. and most likely as a Marketing Tool. 2. you need to have the mindset that the most effective way in which social media applies to you is as corporate strategy. we hear – ―well if I invest $xyz.Linked-in and many more. b) the initial set up of your company up on Social Media and c) sustaining the social media activities in line with the strategy you are pursuing. Social Media takes time to develop – When embracing Social Media. It’s not the ROI but the IOR that matters – Basically every single time we meet with prospects. However if you are reading this. Google + . Twitter. you are most likely a leading manager or executive within a business. It is the process of marketing through social media sites like Pinterest.

It is much more important to understand & manage the growth of these elements than use a silly notion like this one we‘ve heard – ―I‘ll only use LinkedIn if it will absolutely generate me a $100. is much more effective. 61 . followers & activity with your audience.meet someone over‖? ROI (Return on Investment) is not the best measurement for Social Media nor does it provide any meaningful guidance that can be measured. Social Media Marketing is an effective method that will make your site profitable over time. credibility. You are building relationships with Social Media and as such. builds brand image and brand awareness and also help grow community around the product. It helps an organization to reach:   Internal staff Potential employees End consumers Social Media Marketing is considered to be low cost promotional method Those who don‘t have a huge Marketing budget can effectively use social networks to increase their online presence. It is a platform that helps a firm increases sales. Social media can be leveraged to create wonderful marketing masterpieces that are more effective and economic. you are interested in generating awareness. IOR (Impact on Relationships) however. These activities will lead to future revenue generation. Apart from that after the development of the term Viral Marketing now you can reach millions of your targeted visitors by the platform of social network.000 deal‖.

Interact with the masses to increase the visibility of your business and increase the return of investment. they can take charge of promoting your website in a large scale. we have built a wide range of our own services on a social platform. we actually do.You can reach huge number of people through Social Media Marketing and thus generate great number of Leads for your business. Boost Audience can help you to:  Understand the world of Social Media from the perspective of the Web. We have a dedicated and specialized team of experienced professional Developers. Moreover. Therefore. MySpace is considered as the ultimate harbor of Entertainment. cost-perrelevant-audience and others  Learn from case studies from enterprises who have successfully used the Social Media Marketing approach  Learn how to deploy Social Media Marketing campaigns 62 . Mobile and traditional media  Understand the significance of data within Social Networks  Work with Social Media metrics like Alpha users. Boost Audience and Social Media Marketing Unlike most traditional companies that claim to use Social Media because they know it sounds good to clients. you can involve them in various Entertainment offers through social network. MySpace Application – Being the reputed podium for huge collection of audio and video in North America. Twitter Application – The rapidly growing social networking platform can pave the way to victory if manipulated correctly. In addition to implementing a number of highly successful Social Media Marketing campaigns for our clients. Main examples: Facebook Application – accessing over 250 million people‘s data base can fetch you an outstanding position in the relevant business industry. who have been developing applications as well as strategies for several social networking sites.

 Recognize the growing significance of privacy in Social Media Marketing 4. The above chart shows the general stages in the SMM process 63 .3.SOCIAL MEDIA MARKETING PROCESS:Objectives Target Audience Different Channels Best Alternatives Framing Strategy Finalize the Campaigns Deciding time to publish Publish Evaluate (ROI) Necessary Improvement Steps Social media marketing is a continuous process and gives you desired results only when it is executed and maintained for a long time in an efficient and effective manner.

so even they targeted on that group facing problems. Different Channels: . This will help us to frame the strategy according to their needs. different social media platforms that can be used by the firm to reach target socially. 4. Twitter and You tube. A daily soap on Zee Tv.which however can differ according to requirements of clients as well as different ad agencies.To understand and classify their target audience on social media is also important. Approach: We currently have around 31.After looking at different channels one should select the best channels that can help achieve its objective in a faster and easier way. 1. Target audience: . Example: My learning‘s of Social Media Marketing process through Punarvivaah. and the serial is based on a concept of Remarriage . 2.After understanding the objective and target audience one can analyze the different channels i. audience having interest towards Daily Soap. Best alternatives: . Approach: The different social media platforms used for Punarvivaah were Facebook.The initial step is to understand the objective of the firm.e. According to the demographic features of target audience the social media platforms that can reach them in the best manner can be suggested. Approach: To increase the TRP and popularity of Punarvivaah. 3. Objectives: . Daily Soap. 64 . On facebook it‘s easy to target to audience you a large crowd to cover. We generally gave more importance to facebook.000 fans of Punarvivaah. Approach: Target Audience were Indian housewives. to understand their requirement to do social media.

After the entire plan is set and the strategy is designed it should be discussed with the client and get approved in regarding with deliverables and also the commercials that will be charged. 65 .Each platform has its terms which need to be fulfilled only after which strategy can be implemented. On his approval we used to post the content. c) Different contest organized. Approach: The strategies applied for Punarvivaah‘s official facebook page were: a) Daily 4 Updates b) One update is on Punarvivaah helpine which deals with different Happiness quotes. The content and creative ideas were generated by our team and were conveyed to him. However in this stage the time to get the strategy implemented practically is decided. d) We created video for our facebook fans to answer their questions from Co-stars of Punarvivaah – Yash and Aarti. Deciding the time to publish: . Finalize the plan: . 7. even he used to provide photographs of shooting. Approach: Generally the normal posting were done on their particular timings but if something interesting is going to come in episode than we made content accordingly to generate hype. We even promoted the videos on facebook which were on Air for that particular period. 6. who is Brand Manager of Zee Entertainment Ltd.This is the stage when one determines that what activities will be done in the respective channel and at which frequency. Approach: On daily basis we used to get approval of the content made from our Client Mr Chintan Mehta. The helpline is been handled by them. He generally gave us the Promo Videos coming on Air to promote on facebook. Framing strategy: .5. Even for generating the video we had been to Punarvivaah set with the prior client‘s permission.

Evaluate and ROI: .In this stage according to the time decided the strategy is implemented and activities are executed to make the brand more popular.000 fans in the period of 4 months.8. This helps him to understand that how much business is he generating to these platforms and whether is it worth according to his investments. Statics of Punarvivaah: (1st June. videos. Approach: The timings were maintained properly while postings of the content. Approach: Through this process. Publish: .2nd July) Then- Now- 66 .Obviously there has to be a standard deliverable decided and then it should be evaluated with the actual deliverables that the firm has received through social media marketing. poll questions and any update need to made 9. Punarvivaah is having the top 10 TRP rating and on facebook it has 31.

1. Face Count Page Fan count as on 1st April 15. The 3 months evaluation analytics shows positive response from the TG. 4.com/ zeetvpunarvivaah Overview Punarvivaah is continuously getting positive response from their TG.10.4. Necessary improvements steps: .082 Fan count as on 30th June 30. 67 .4 BENEFITS AND OCNSTRAINTS OF SMM:4. However evaluation can be done in 3 months after execution but for a brand to get response and get engagement in social media needs 6 months.347 Facebook.Benefits of Social Media Marketing • It is a cost effective Internet Marketing strategy that can create viral results.If there is a gap between standard and actual then necessary improvement steps can be taken and reframing of strategy can be done in order to receive the objective.

4. blog. • You have the ability to immediately educate a larger public about your industry & business.2. • Social Media marketing expedites online brand development. • Reaching targeted market segment. though can automate some of the SMM process. widgets and other social sites. • The wrong online brand strategy could put you at a viral social disadvantage. • Increased inbound links and direct referrals.. • You need to interact on point at each location. when and how to use it and which channels to focus on depending on your end goal of using social media.4. • In order to get social media‘s full effect. • It drives traffic to your website..• Companies have the ability to make ―social‖ connections with consumer markets.Constraints in Social Media Marketing • Social Media Marketing is more time consuming than companies expect. • After new Timeline approach of Facebook we can easily keep a track as per month. blogs. • Major social networks integrate with one another. 68 . • Increased search engine rankings. articles. etc. you need to understand how it works.

4.7.The value of social media was qualitative and defined in terms of ―awareness‖. 4.2. During my approach towards Social media I was suppose to first to R & D of clients existing position and their competitors. ―engagement‖ and other soft metrics difficult to attribute to ROI.WORK PROFILE:(Social Media Marketing Executive) I was supposed to understand their requirements of client and my Social media head and on that basis prepare a social media marketing proposal for the firm.Zee Cinema:- Learning’s:.This was a good experience for studying the infrastructure and interior industries execution on social media and the insight about the posts that 69 . 4.7. I also learned to prepare site maps for websites.1. Then I was supposed to give to create different strategies to engage with Audience accordingly the content was prepared. how one has to understand the requirements and immediately change and shoot the services that all can be a need to the client. This was the first meet so I came to know a lot about the company Binary through this meeting and also about our satisfied clientele.7. Display Banner Ad content and an important think was to convey the message of client to our respective team.Punarvivaah Learning’s :.Through this experience I learnt how a marketer has to talk and sell the services. This is no longer the case.

Zee Cinema was our old client 70 . Creative Saints is another digital marketing agency who had got this client.3. polls and discussions that were done etc. 4. a basic learning how these companies utilize social media to earn business through this. Saturday 8pm. They were Facebook. For which we had to follow certain steps. For promoting the movie Agneepath we were suppose to popularize it and for that we generally used 3 social media platforms.7.Agneepath Movie Promotions on Zee Cinema: Agneepath movie was going to be showcased on Zee Cinema. 3) Promote it on the particular time. Twitter and YouTube.they did.Masti & Magic on16th June. Popularizing it facebook was our team‘s main concern. The steps were: 1) Understand the need of client.Movies. 2) Give our creative brief to them. Promotions on facebook were based on 3 parts: a) Engagement created related to Movie b) Specially for the movie promotions Agneepath game was created by my team c) Trivia‘s provided by the client While doing this process I learnt one most important thing was that you need to engage it to your TG then only it would work out along with that the interest of client should be maintained.

For ZEE Cinema in particular we had designed a viral marketing video 71 .5.7. I had checked the content made by my content writer to avoid errors. Many projects of ZEE are handled by Binary. During that period I learnt how you have to convey your message properly but only in the limited characters provided.4. The most difficult part was to make the Trivia and its engagement in just 140 characters. Sometimes I was allowed to use Tweet longer tool but not always.Rock The Vibe:- 4. I was supposed to make engagements of Trivia‘s but by not changing the message of Trivia or missing out some fact. I was supposed to make engagement on Agneepath‘s Trivia. Explanation: Trivia‘s are the hidden facts of the movie Learning’s:.It was 1 of the most interesting part of my learning‘s because while working on this project coordination was the most important. Big Move:4.and Don 2 promotions were already handled nicely by team long back. It was an actual task. So Zee Cinema team had a confidence in us that we would make it a success.7.ZEE Cinema:- *** ZEE network was our one of the old client.

e. For Zee Cinema we were doing entire social media referring 3 platforms. Learning’s:. The schedule was been provided by the client. Youtube and Twitter. Daily interaction with the client is needed. I never personally interacted with them in any meeting just studied their websites and analysed their competitors advantage for making the proposal.8. For Zee Cinema we were suppose to make the daily content based on daily telecasted movies on the channel.It was a very good experience of a meeting too.earlier which succeeded and they got a good impression over the company. We had shown the results but their expectations were too high for initial months and then we had to make them understand that it‘s a gradual process which will reach to that heights but will need time. The clients co-operation & support is very important here. They were Facebook. then comes the next step i. execution.It was a new industry to learn about. Learning’s:. It was difficult to handle because in this meeting it was client who was talking more than sir. Creating Engagements was a task as well fun because generally its show casted all old movies and sometimes new. One needs to meet the client at the end of every month to report to them the progress & discuss if any improvement for the next month is 72 .SOCIAL MEDIA STRATEGY EXECUTION: Once the proposal or the strategy is made and agreed upon by the client. The execution part is very important as at the end through effective execution one will get the desired return & will obtain one‘s objective which will intern keep the client happy & maintain a good business relation. 4.This was first time when I went for a feedback meeting. So it was a new experience how one has to handle the clients harsh words and make them feel condensed Learning’s:.

One needs to participate in different communities which are related to the industry the firm is in. Messages can link to the product‘s website.needed. photos. videos. Conversatio ns/ Updates Scale Fan Base Creative FBML Pages Phase Wise Buzz Contests/ Applications Engage in Conversatio ns Scale Followers @Replies and Retweets Twit Pic Contest/ Updates Related to TV Show Overview about company Information about employees Join groups and promote interactions Knowhow about your competitors Customized Channel Titling/ Meta Tagging Videos Video Commentin g Fun Videos/ Behind The Scene Videos Develop Blog – (Call it __________ ___) Content Strategy Content Layout Twitter Twitter allows companies to promote products on an individual level. Twitter has more than 175 million users. These messages appear on followers‘ home pages. etc. This link provides followers the opportunity to spend more time interacting with the product online. Facebook profile. 73 . The use of a product can be explained in short messages that followers are more likely to read. Twitter promotes a product in real-time and brings customers in. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities.

.Look up each of your competitors on Twitter – the people following your competitors are likely going to be interested in your Twitter feed as well. Similarly. answer queries. on average 13 groups. and longer descriptions. Facebook can link back to the product‘s Twitter page as well as send out event reminders. Execution: Landing Page: Creating a landing page where content that needs to highlighted are displayed. tips. a company that sells college recruiting services to athletes would be a good audience. etc. Facebook promotes a product in real-time and brings customers in. 74 . people following anyone with the same topics as you are potential followers.5 million local businesses that have active pages. Videos can show when a product can be used as well as how to use it. Facebook currently has over 1. They allow a product to provide videos. It can include testimonials as other followers can comment on the product pages for others to see. if you are marketing sports products. You can also use keyword searches at http://search. Facebook has over 650 million active users.twitter. The average Facebook user has 130 friends and is a member of.com to find people who are tweeting about your keywords.introduction & information about the firm or the product. Facebook Facebook profiles are more detailed than Twitter.  Info:. photos. Facebook Tabs:  Wall:.depending on the objective of the firm and the type of product the wall post may be related to interesting facts. For example.

• Collection(products):.All the pictures of products/events/exhibitions etc can be uploaded and shared.the nearest store and the product availability can be checked through these sights • Online buying:. tutorials etc • Spotlight (offers and new products):. • Events:. • Notes:. tips.different sections can be made like marriage.• Photo gallery:.This is the page where interesting offers new collections can be put or new openings can be highlighted. • Advice and suggestions:.Upcoming events can be highlighted and also past events can be kept for records so that people can have a view. • Videos:. valentine etc where they can post their requirement and budget and we can give advice and suggestion what they should gift and surprise their loved ones. Even articles related to the industry that can help readers can be put up. the firm.All their products along with their availability and colours can be put up Facebook Applications: • Store locator:. • Game or application built related to the product.videos of the product.Here interesting articles can be put up. • Polls and discussions:.Close ended questions with few options can be asked f\which can become our base to understand targets interest and requirements. 75 .products with their price should be put along with the specifying conditions and terms of payment. events. anniversary. birthday.

creating a network of people who can watch. In the case of YouTube. to social networking profiles. YouTube YouTube is a website which allows users to upload and share original videos. It can include testimonials and can link to and from Facebook and Twitter pages.people can provide information and personally mails will be sent on their ids about the collections and offers and events. share and comment on videos. Facebook Ads are a good way to increase the number of fans on facebook Blogs Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. • Feedback from their former clients can be taken and published on regular basis in the form of video clips or an article form which can be put up as case studies. Almost 200 million blogs are there today. Some ways to optimize your company‘s blog include: promoting and republishing the content on all profiles. from blogs. Companies use blogs to have conversations with potential clients or customers and build credibility within the industry.• Updates on mail:. Also. Wherein people can comment or add suggestions and posts according to them. your blog can build a subscriber list of people who read the content regularly. Blogs can be updated frequently and are promotional techniques for keeping customers. making the RSS feed prominent (in the right hand corner) and putting links to all other social media profiles in front of the reader. responding to each person‘s comment individually. 76 . YouTube is the ―leader in online video. an enormous part of it is the ability to embed clips anywhere. One of the reasons every company should have a blog is because it adds text to the company website that attracts search engine traffic.

Almost 100 million videos on youtube . I use to make the content as per clients and posts them. news etc everything is checked on youtube . You can find groups and subgroups based around interests.WORK PROPFILE:(Social Media Ececutive. Youtube is one of the best platforms to reach audience on a wide scale. Today live cricket matches.. There is also LinkedIn Answers where you can answer questions from potential clients and build a following that way. With over 65 million members this site allows people to find and connect with other registered members forming professional networks. Youtube allows a product or company to have their own official channel containing all the videos related to the product/company/campaign & helps videos go viral too. LinkedIn is a great resource for individuals marketing services or companies that market primarily B2B. Around 80% of companies use social media (linkedin) for recruitments 4. Call & co-ordinate with clients for content & information. and/or companies. My work was on facebook & twitter majorly.Kunjal Bhanushali) I was supposed to understand the industry the client is in & execute the social media proposal made. professional function. YouTube . attractive 77 .9. viral videos.. Videos should be uploaded on youtube as it enhances the engagement and attachment with your company/product.to the front page of popular websites. LinkedIn LinkedIn is a ―professional networking‖ website that allows registered members to create profiles which are displayed similar to a resume..is the 2nd largest search engine in the world. tv serials. I use to also work on content needed for the e-mailers of different clients. meet clients after intervals & let them now the progress.

 Notes: notes on latest trends in fashion and information about the institute & the courses provided by the institute. -Fashion designing & Interior designing concepts. -Students testimonial. -Courses provided by the institute. The post were: -Information about the institute. 1st we worked on the content development for the page & then the facebook add was made which shoot up the number of fans of INIFD.  Events: latest events taking place in the institute or by the institute. -Events happening in the institute. -Videos related to interior & fashion designing and collections of famous designers. mission. Facebook: On facebook around 8 to 10 posts were posted everyday. -Fashion & Interior Designing Tips.taglines etc.I went to Punarvivaah sets also to take co-stars bytes to promote in n facebook . phone number and website.  Photos: different fashion designing & interior designing photos and photo albums of the events of the institute. The page has different tabs such as:  Info: contains basic information about the institute such as the brief description. email id. 78 .

Twitter:  Tweets on twitter are based on:  Courses provided by the institute.  Events happening in the institute.  Fashion designing & Interior designing concepts. 79 .  Fashion & Interior Designing Tips.

Facebook page:  Wall: everyday 7 to 8 posts were posted related to:  Tips on health & beauty  Different treatments provided & the benefits of those treatments. general information & awards obtained by Dr.  Discussions: discussions on treatment provided by InstaSculpt where the experts answer the queries asked by people. Manjiri Patankar and products offered by InstaSculpt. InstaSculpt had given us the complete digital marketing campaign to handle where the social media marketing was handled by me.  Questions: close ended questions are asked where the viewers can chose what best suits them. The page already existed when it was given to me to handle.  Notes: notes are basically the blogs on the website which are information regarding different health & beauty issues with is solutions & treatments.1. helping thousands of executives. InstaSculpt: InstaSculpt is a clinic using a scientifically proven combination of French & Spanish technologies mastered by Dr. Manjiri Patankar.  Before and after pictures of the treatment.  Photos: photos of events & sessions by InstaSculpt.  Home remedies for different health & beauty related problems. models & actors look good and feel great. In the start of the May month we had been for a meeting at InstaSculpt to restructure the strategy for May & June where after quite some discussion we came to the strategy that could be executed for these months.  Info: contains company‘s overview. 80 . housewives.  Events: information about the events conducted by InstaSculpt.

Avagmah Mumbai: Avagmah Business School is the higher education initiative of 24x7 Learning. Twitter: Tweets regarding:  Tips on health & beauty  Different treatments provided & the benefits of those treatments.  Promoting InstaSculpt by sharing links that would drive the traffic to their website or articles about InstaSculpt. Avagmah Business School offers academic excellence through programs that are industry relevant by partnering with top notch universities on one hand and also getting the program supported by the industry on the other hand.  Home remedies for different health & beauty related problems. AVAGMAH Business School has partnered with the leaders from the respective fields. Network 18 etc. leveraging their quality content. Avagmah Business School Mumbai is an MBA institute providing 3 courses:  MBA in Media & Entertainment  MBA in Marketing & Sales  MBA in Banking & Finance 81 . 2.We had started a ―fruit/vegetable/plant week‖ where we use to take a fruit or a vegetable or a plant every week and posted around 2 to 3 health & beauty benefits of the particular fruit or a vegetable or the plant for a week. To cater to the needs of the industry. We had some more than 50 key words which were mostly used while posting so as to drive the traffic to your website. AVAGMAH Business School has partnered with Harvard Business Publishing. This continued till the second week of June.

 Info: consist of basic information & description about the institute. We dint receive much support & information from the institute on a regular basis so it was completely on us to get the make the strategy & content. Like INIFD even Avagmah‘s complete digital marketing was given to binary where I was given the responsibility for social media execution on facebook & twitter. about the institute. Before I started handling the page I went for a meeting to get some information about the institute. information about the courses offered by the institute and their admission details. email id.  Notes: notes on the importance of MBA. 82 . The page of Avagmah already existed with it was given to me to handle.Avagmah Business School Mumbai also belonged to the authority handling INIFD Andheri. For a few weeks we worked on the content of the page & then the facebook advertisement for Avagmah was made which shoot up the fans of Avagmah Mumbai..  Photos: photos of the institutes events. phone no & the institute website. Facebook: Facebook Tabs:  Wall: every day 3 to 4 posts were posted related to:  The courses provided by the institute  Importance of the courses  Their delivery method  Importance of an MBA  Admission details  Highlighting the USP of the institute  Management Quotes of famous people etc.

1. My Work:I was not supposed to design all requirements but to get behind the professionals they have and get the work done as fast as possible. So they wanted me to reframe social pandit with a new concept and prepare all its mediums to be reached like website. Hence. introduction PPT but as we had less time I could not complete the 83 . Ltd. company profile. introduction PPT etc.INHOUSE PROJECTS:4. SMO (Social Media Optimization). Viral marketing etc. About Social Pandits:The ―Social Pandits‖ originates from a well proficient 9 year old Digital Marketing Agency – Binary Web Solutions India Pvt.. emailer.10. They serve Strategic Custom Managed Solutions to the clients through Social Media Consultancy. helping build brands and boost its equity. They had so formed Social pundits in the name of which all social media marketing projects were aimed to be handled.SOCIAL PANDITS Introduction:Social Pandits is a venture of Binary itself. As Binary is a company providing all services of digital marketing. this was an in-house project handed to me.10. company profile. Digital PR. They bring easy accessibility & visibility to all businesses by blending technology with content. 2007 ―Social Pandits‖ is a complete 360 degree Integrated Social Media Marketing Communications Solutions.4. emailer. telescript.but because of lack of time this idea was not very well established by them... Incepted in Mumbai. We made tele-script. they wanted some specialized channel to reach target for social media marketing.

Though I made the sitemap as well as had a contact with the copywriter who was supposed to write copy for the same but the work is in progress still. Also had removed data of brand managers all round the city as well as country and tried calling some and also sent them our company profile. EMAILER:- 84 .entire website revamping part. But as website part was still remaining we had to wait to get that done first.

ease. silver and gold and platinum but we thought of naming it different. Particulars Social media Marketing Strategy Facebook Facebook set-up and promotion Daily management and facebook updates Facebook Profile banner and custom landing page Design Facebook ad campaign management Deliverables-fans (end of three months) Twitter Twitter set-up and Promotion Daily Twittter management and updates Twitter custom background design Deliverables.Social Media Pricing:This was given to us to be designed for social pandits website. Very few social media marketing agencies have this on their website. So by comparing with few we framed this. comfort and luxury. so it was one of very innovative method of pricing on website. We designed 4 normal packages that a firm can opt for social media marketing and named them as need.followers (end of three months) Youtube Youtube set-up and promotion Weekly youtube management and updates Custome Background and Design Deliverables-viewers (end of three months) Linkedin Comapany Page/ Group set-up 85 Need Yes Ease Yes Comfort Luxury Yes Yes . Generally they name it as bronze. This would give the clients a rough estimation about the packages which can obviously further in meetings be adjusted according to the customer‘s needs.

Network with key professionals found in the industry. Deliverables (end of six months) Blogs Blog setup and design Blog social media promotion Blog Search Engine optimism Blog commenting Weekly blog posts Press.Release Writing Videos Video creation Video optimization Video submission viral videos Fortnightly reports Email/ Chat support Phone support One time campaign investment Monthly management and Promotion investment 86 .

com mumbai. pubs.1. resorts etc to get the latest information. Updates on current events in form of micro blogging.Learnings 6.cnngo.OUR ASSIGNMENTS: 6.CHAPTER6.bpbweekend. pictures & videos 4.com/mumbai events.buzzintown.com/events snapdeal. 5.com 87 . 3.2.1.clickindia. Encourage discussion among the community members & enable them to share their experience & information via microblogging.1. Contact various restaurants.OUR ASSIGNMENTS & LEARNINGS 6.Assignments 6. offers or events they are conducting. Get various information from the following sites: http://www. 2.1.Social Media Marketing Before actually performing our job we had to learn how companies utilize SMM. videos and photos. Following is the report we had made on different firms from different industrial sectorImplementation Strategy  Content Creation Strategy 1.com/ (brown paper bag) burrp. Updates on current offers & discounts. so we had got an assignment of studying different companies marketing on social platforms.com www.

digital marketing centers around the internet. however. some people may respond to a call to action from and advertisement in one of these mediums but there is no way to know the exact number of people who saw or heard it. there are many people in this country who do not own a computer or have access to the internet.CONCLUSION Digital marketing is a term that has been around for quite a time encompassing things like banner advertising. Digital marketing campaigns have yielded greater conversion rates for affiliates than e-marketing strategy alone. Sure. search engine optimization (SEO) and pay per click (PPC). T. Digital 88 . relevant. now people have started expecting innovative. Both of these are used to deliver messages and information about products and services to customers. In India digital marketing is still in the cradle stage. however. At its heart. which have become both a communication vehicle and a very powerful marketing medium. because it is not restricted to the internet.V. it does not include more traditional forms of marketing such as radio. Digital marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely. It may seem to be hard to believe. billboard and print because they do not offer instant feedback and report. personal and cost-effective manner. along with any others who submit enquiries. To clearly define what digital marketing is. Digital marketing solutions include the use of multiple channels of delivery. along with the use of both Push and Pull marketing techniques. fast and yet personal form of marketing.

While social media learning the most important thing was to handle the platforms like a brand and not the mediator.e Digital Media Marketing 89 . We hope that this digital marketing report helps shed light on an advertising medium which is economical.marketing has started getting a strong hold with agencies targeting not only big corporate but also small and middle size enterprises who are keen on marketing their product and services online and wish to go global. accurate and creative. fast. stakeholders and audience are telling you… You need to gather and rely on this information. ‗Digital‘ is no different Success is not driven by technology – technology supports potential for success. It has helped the consumer to directly reach the brand and vice-versa. Social Media is one of most important tool in today‘s world.The message and the way it is delivered are most important aspects of any campaign. We hope that our efforts that we have put in creating this report are counted small but important stepping stone in explain the working of the new dawn of marketing era i. Social media has act as a link between end user and brand. General trends will give you an idea of what platforms/channels are generating responses.This information needs to be balanced against what your own stats.

wordpress.com/Products_Services/Social_Media 90 .slideshare.comscore.net/factor3/an-overview-to-digital-marketing http://northstaronlinemarketing.Judy Strauss and Raymond Frost The Zen of Social Media Marketing.aspx?news_id=44890&section_id=4 http://blogs.htm http://digitalconstruct.com/news/story.Shama Hyder Kabani Webliography: http://trak.BIBLIOGRAPHY & WEBLIOGRAPHY Bibliography: E-Marketing.com/Products_Services/Web_Analytics http://www.marketing-insights.com/2008/06/21/social-media-marketingroadmap/ http://boostaudience.exchange4media.com/b/discretemanufacturing/archive/2010/04/09/digitalmarketing-starts-with-planning.com/mobile-marketing/social-media-marketing/ http://www.uk/approach.in/tags/business/2011/03/17/indian-e-commerce-market-2011-onlinetravel-bookings-dominate/ http://www.com/category/articles-and-reports/ http://www.comscore.msdn.aspx http://www.co.

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