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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relevant.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. mobile phones and electronic billboards.2. social media.1 Definition 1.DIGITAL MARKETING 1.3 Strategies for digital marketing 1. television and radio channels.5 Digital marketing Process 1. For example.6 Digital marketing media channels 1.2 Introduction 1. as well as via digital.the weakness to which they can improve and have a better working environment.INTRODUCTION:- 4 . 1. advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet. personal and cost-effective manner.4 Distinguish between SMO and SMM 1. CHAPTER 1.

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

Let‘s take an example. 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. cell phones were used strictly as a communication resource between two people. The world has become smaller people because of the various facilities and technologies available. but now they can do just about everything with little focus on the phone feature. Along with the Internet. Most modern cell phones can basically do everything a computer can do. It would probably be a good idea to stay up to date and know about digital media. The Internet has simply revolutionized the way we live our lives and is incorporated into so many aspects of our day to day life.offer online classes. storing pictures and music and even connecting to the Internet. the entire technology is changing in the period of just 3 years. cell phones can just about do it all. because traditional media methods are in the past and that is probably where they will stay. 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. When they were first invented. 6 . Take an example of Skype. you just require an internet connection and your call is free. from typing of documents. Cell phones are a perfect example of digital media. cell phones have also come a long way since they were first launched. 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. Let us take one more example. especially since so many people own and use a cell phone. initially people use to take hours for shopping but now-days everything is accessible online.

and detailed tracking of customer choices. 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. etc. They are basically requesting to view this specific content.. These are typically located in websites. and low technology requirements for the company.STRATEGIES FOR DIGITAL MARKETING There are two basic digital marketing strategies used by current and potential customers. high conversation rate. 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.3.‖ 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.1. as subscribers of the latest product and service information provided by the company. Disadvantages 7 Push Strategy Personalization of messages. Push digital marketing – In push strategy the material and the information is provided to customer simultaneously from the manufacturer. streaming audio and video sources. Customers are provided information by receiving or viewing advertisements digitally. These two types of digital marketing are called the ―Push‖ and the ―Pull. RSS. Mobile phone calls.  Pull Strategy Advantages No restrictions on file size. such as: SMS. blogs. .

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. spreads message easily. and requires delivery technology. 1. On-page modifications Primarily. social media optimization increases your websites linkability. spreads message easily. Requires Can Spam Act 2003 compliance. little tracking of visitors and no personalization to keep the visitors coming back. and brings in inbound links. can be blocked.Marketing required.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. 8 .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. simply opt-out. most customers must optin.

DIGITAL MARKETING PROCESS:- Plan: Plan and execute marketing campaigns. Place and deliver media  Connect experiences across touch points  Create personalized compelling experiences Engage: Listen and engage in conversations 9 .4.  Co-ordinate marketing activities  Provide visibility to status and budgets. Attract: Acquire.1.

 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.5. The below chart highlights all the various mediums that are used by the firms today for digital marketing.DIGITAL MARKETING MEDIA CHANNELS The digital marketing sector uses many different digital marketing media channels.  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 . 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 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. 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 .

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. presence downloads.

ongoing • dialogue and feedback is • needed Performance Tracking Google Analytics Free tools (e. Klout. 13 . 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. and others) dialogue and feedback Relational marketing • Social Media Metrics To build or expand a from social media Community building • channels (e.g. Social Mention. How Low cost • To provide a forum for Sociable.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.e. Facebook.g.

• Ability to demonstrate build upon integrated e. paperneeded other online activities. 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. 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.g.• • To synergistically • Third-party solutions.g. • When the offer is competitive data where Interactive time-sensitive available. interested prospects) newsletters) • • Faster response 14 . e. RSS feeds. based) historical data. 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.

Google and Yahoo) • Reverse goal funnel. and bounce rate by banners top entry page.• • • • • 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. segmented Critical for driving by Natural/Organic website traffic Search) Paid search can be leveraged with major search engines (e.g. time spent on More effective than page. AdWords Qualified traffic ready from Google) Common Metrics: to buy • Visits.g. segmented by Natural/Organic Search Top internal search queries segmented by • 15 .

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 .Natural/Organic search • Visits by non-paid keywords. trademarked. but filtered for branding.

g. nonrecipients Shortening the sales • As the basis for client cycle through list engagement subscriptions • Tracking conversions • As a driver of brand (e.g.g. subscriptions) • Demonstration of loyalty thought leadership • Engagement measures • Integrated with other (e. 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. 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 .measure conversion • • Speed Informative (e.

It is one gauge of user loyalty.retention • To deliver unique. For Apps: Total Downloads – Number of times your app is downloaded from an app store. 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. Depth of Visit – Number of screens viewed on average compared to the number of visits (i. Bounce Rate – Ratio of the number of user visits with a single view event to the total number of visits. This shows how often your app is being used. 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 .e.

3 What we do 2.1. LTD. 2.8 Major Clients 2.INTRODUCTION 19 . • • CHAPTER 2: BINARY WEB SOLUTIONS INDIA PVT.6 People development at Binary 2.of unique application users over a period of time. New Users – The number of users that first used your app during a period of time.1 Introduction 2.5 Organization Structure 2.9 Other Ventures 2.4 Resources 2.7 Rules and Regulations 2. • Active User Rate – Ratio of the number of app users to the total downloads. Mission and core values 2.2 Vision.

creative we are with you. people and technology. 20 . will do it….. and of course anything…. the idea behind it is very simple anything….1-VISION:Our slogan is ―Will do it‖…….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. MISSION AND CORE VALUES:2. best ideas. since then the aim has never wavered. sounds too good to be true? try it yourself.2 – VISION. 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. 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.related to IT _ we will do it anything…related to internet _ we will do it anything…related to digital promotions _ we will do it. They are passionate about effectively communicating your message to your audience. Binary is a growing team of 50+ creative.2. strategic and technical specialists all extremely passionate about the digital and creative industries and what they do. That aim is work hard and smart for our clients to make their online and offline businesses better in all aspects 2.

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

corporate presentations. interactive Digital Marketing coupled with strategic marketing tools such as SMS marketing.Search Engine Marketing (SEM). 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 . email marketing. campaign management. content marketing and anything that is required to turn your marketing initiative into a powerful business tool and help you leverage beyond your ROI. we can walk you through every step from strategy to launch and beyond Our expertise includes Website Development. Website Management. Search with SEO and PPC. Search Engine Optimization (SEO). prospects will find you no matter where or how they search Social From facebook to twitter.time online games.

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

7.2.*** 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 2.4.ORGANISATION STRUCTURE:.MAJOR CLIENTS:- 24 .

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and many more.OTHER VENTURES:2. 2. 2007 ―Social 29 .8.8.1.. Incepted in Mumbai.Social Pandits:- The ―Social Pandits‖ originates from a well proficient 9 year old Digital Marketing Agency– Binary Web Solutions India Pvt Ltd.

FMCG.ONLINE MARKETING 3.2. Their exclusive cliental list comprises of brands from a number of various sectors including.1 Introduction 3.3 Budgets for digital marketing 3.Ad Pandit:- A Total online advertising campaign.5 Internet marketing strategy and planning 3. this is all what Ad Pandit is about.Pandits‖ is a complete 360 degree Integrated Social Media Marketing Communications Solutions. CHAPTER 3 . Digital PR. Automobile. Health & Care and Finance to name a few. SMO (Social Media Optimization). They serve Strategic Custom Managed Solutions to their clients through Social Media Consultancy. unmatched quality standards and yet very much cost effective solutions..2 Services offered 3. ECommerce. 2.6 Work Profile (Clients handled) 3. In short.4 Role played as business development executive 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.8.7 In-house project 30 . Viral marketing etc..

search engine optimization (SEO). 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. including design.2. advertising. As an Internet marketing strategy. development. Internet marketing ties together the creative and technical aspects of the Internet. and sales. or from consumer to consumer (C2C). Internet marketing is not only refers to marketing on the Internet. • Broad in scope • creative and technical aspects • placement of media • E-commerce: a model whereby goods are sold directly to consumers (B2C). email marketing. SEO considers how search engines work. but also includes marketing done via e-mail and wireless media. banner ads on specific websites.INTRODUCTION:Internet marketing. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM). 3. following products were authorized to be sold: 1. what people search for. businesses (B2B). Optimizing a website may involve editing its content and HTML and associated coding to both 31 . the actual search terms typed into search engines and which search engines are preferred by their targeted audience. also known as online marketing.SERVICES OFFERED Products Authorized to sell: Of the variety of products offered by the company.1.3.

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

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

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

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

However. 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.  Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately. In its broadest sense. 41 . every email sent to a potential or current customer could be considered email marketing.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.Jpg. to encourage customer loyalty and repeat business. jpeg 9.  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. 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. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.

Develop a strategy development process: Digital strategy should follow a logical progression from understanding the present to help you control the future. consented) to receive email communications on subjects of interest to them. 3. 42 . 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..e.3 . Advertisers can reach substantial numbers of email subscribers who have opted in (i.  Over half of Internet users check or send email on a typical day.INTERNET MARKETING STRATEGY & PLANNING Step1.

This helps the client to 43 .e. 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.While setting digital marketing strategy we need to understand the client‘s business objective. The process go on. A good marketing strategy needs to be very well backed by a sound marketing plan to achieve the desired results for the client. after attaining the objective i. 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. Analyze your marketplace Understanding your online customer behavior is the first true step. Step 2.

Step 3. retention and digital channel governance. SMART goals and strategies to achieve these goals across strategic multichannel initiatives in areas of customer acquisition. Some of the offline and online marketing strategies are shown below. conversion. Digital Strategy Development Here it is shown how a strategy should link situation analysis. 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.understand whether the product/service offered by them is doing well in the market. 44 . Step 4.

The sites which generated more traffic are those sites which have offerings or the sites which have unique feature in them. 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. Most of the viewers like to visit site which are user friendly or have some catchy elements. 45 . Customer experience What makes for a great customer experience delivered via the web.Step 5.

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

com leads  Collaboration with the competitor clients  Analyses of the clients and competitors 3. they believe in professional management and complete transparency.  Developed a Search Engine Optimization (SEO) and pay per click (PPC) and social media campaign for our existing client after the proposal was accepted. our existing client on the company‘s behalf. Roles and responsibilities:  Prepared a Site map and Website structure for VNS. Besides retail broking through branches in various parts of the country. 47 .5. they are also empanelled with leading Financial Institutions for their investment related activities. Commodities and Currency broking companies in India.4.3. VNS Financial Services Company Profile: VNS is one of the leading Stock.CLIENTS HANDLED:1.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. At VNS.

spanning all the time zones so you your investment is always working for you. State Bank of India is the 50th largest bank in the world and the only Indian Bank to feature in the Fortune 500 list. State Bank of India knows that you want traditional banking services executed with the highest standards of efficiency and service. Today. 2. our Bank has offices in 32 countries with a network of around 160 branches. SBI carries the art of banking in our blood.41% owned by the Government of India. in addition to being the largest commercial bank in India with over 18.000 branches. State Bank of India is 59. making us a solid investment. SBI UK Company profile: With a tradition in banking dating as far back as 1806. 48 . Interface between my technical department and my client.

Interior molding application is an emerging trend in beautification of commercial and residential places. Maria Decor continually strives to balance price. quality and utility to successfully serve the mass market. Maria Décor Company Profile: Maria Décor is the first Indian company that deals in interior moldings. It adds the X-factor to your ambience that will seal the void between the desired and they achieved.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). 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 . 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.

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 30.000 people database which was preserved with the company The Google PPC campaign is highlighted as below 50 .6. The client requirements were stall designing. my senior had given me the task of making the whole campaign live on air within 2 days. For this. 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.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.

 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. 51 .  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. In the first week was trying to gain knowledge about the industry on my own.  Later I got a supporting hand of my reporting manager.

 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. We learnt many new techniques during that period: i.3.  Learned various analytical tools and social media tools 3.  Learned the process to prepare a web site. For us it took couple of days to incorporate because of the errors done by us. The Research of Web site and Social Media both were to be done. And for designing the proposal. The best part of analysis was we didn‘t know the client.6. I had studied many other movie channels execution on social media marketing. Prepared full new promotion plan for the company‘s promotion and gave a new flow for the promotion of the company. A proper briefing was given to us towards the approach of what all things need to incorporated in presentation. so proper R & D of news channels was done without comparing it with the client. Team work 52 . 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 about social media marketing and its insights.

BBC News.ii. all are your colleagues How to incorporate together and deal with group task along with your actual tasks and skills. We learned the actual working of news channels in digital media how they maintain their sites what all social media platforms they use. 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 . CNBC. v. iii. Proper techniques to be applied during a group task. iv. The 6 Indian news channels which we analyzed were ABP News. No one is friend while work. 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. NDTV and IBN Live.

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 .

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 .323 12.914 15.897 Name of Channel Fans ABP News BBC CNBC IBN Live NDTV 108K 1.23.082 1.00.409 Subscriptions 236 3.59.19.Name of Channel ABP News BBC CNBC IBN Live NDTV Video Views 12977 13.31.261 2.283 73.037 65.

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

you may not want to engage in a lot of ―make a video‖ contests. That would be two strategies. 2. you might look at fans of the Twilight series.After knowing your client you need to understand as to what type program/campaign does your client want? Awareness.another digital marketing firm who do not provide social media marketing services gives their client‘s social media marketing campaign to us. Look for your audience by searching for groups that are directly related to your product or service. age. 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. It‘s too confusing to have a strategy that targets advocates AND people that has never heard of you. since that segment indexes low on the ―Creator‖ scale. Sales. You can also look for fan pages that are related to your competitors‟ products or services. if your company sold vampire teeth. Reaching Target Audience: -Understand how the target audience (as defined by gender. For example. not one. social networks. but make sure they are adjacent on this scale. 5. 3. social news sites. If the audience skews older. it is important to know all about the firm.e) Business to business: . etc) and 58 . You should be able to describe as to what the company does.Once you get a client. 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. Knowing your client: . forums. and geography) uses social media. Type of Campaign:.

6. Once you‘ve done that.INTRODUCTION Social Media Marketing is the process of promoting your site or business through Social Media networks.7 Work profile 4. CHAPTER4.After keeping all the points in mind you should make an appropriate strategy for your client in a proper format decided.5 Current Scenario 4. Social media marketing is able 59 .6 SMM strategy formulation 4. Social Media is about building a conversation with your clients and consumers understand their needs and also get their feedback. It is considered to be one of the most effective Marketing tools. 7.One should study your competitors who already are doing social media marketing. Making appropriate strategy for your client:.SOCIAL MEDIA MARKETING (SMM) 4.2 3 points to adopt social media 4. Social media promotions center around matching content with interested audience as well as stimulating conversation and buzz.4 Benefits and constraints of SMM 4. Studying how effectively are they doing so social media marketing. it will be clearer to you what your campaign specific marketing strategies and tactics ought to be. Studying Competitors:.1 Introduction 4.1.by target audience / topical interest.3 Social media marketing process 4. This strategy is then presented to the client and if agreed upon then commercials & ROI are discussed.

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

It is a platform that helps a firm increases sales.000 deal‖. you are interested in generating awareness. Social media can be leveraged to create wonderful marketing masterpieces that are more effective and economic. is much more effective. credibility. Social Media Marketing is an effective method that will make your site profitable over time. IOR (Impact on Relationships) however. 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. You are building relationships with Social Media and as such. 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. builds brand image and brand awareness and also help grow community around the product. 61 . 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.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. followers & activity with your audience. These activities will lead to future revenue generation.

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

The above chart shows the general stages in the SMM process 63 . Recognize the growing significance of privacy in Social Media Marketing 4.3.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.

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

even he used to provide photographs of shooting. He generally gave us the Promo Videos coming on Air to promote on facebook. Approach: On daily basis we used to get approval of the content made from our Client Mr Chintan Mehta. Framing strategy: . c) Different contest organized.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. The helpline is been handled by them. Deciding the time to publish: .5. Finalize the plan: .This is the stage when one determines that what activities will be done in the respective channel and at which frequency. 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. 6. The content and creative ideas were generated by our team and were conveyed to him. 65 . On his approval we used to post the content. We even promoted the videos on facebook which were on Air for that particular period. 7. Even for generating the video we had been to Punarvivaah set with the prior client‘s permission. However in this stage the time to get the strategy implemented practically is decided.Each platform has its terms which need to be fulfilled only after which strategy can be implemented. 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. d) We created video for our facebook fans to answer their questions from Co-stars of Punarvivaah – Yash and Aarti. who is Brand Manager of Zee Entertainment Ltd.

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

4 BENEFITS AND OCNSTRAINTS OF SMM:4. 4.10.Benefits of Social Media Marketing • It is a cost effective Internet Marketing strategy that can create viral results.com/ zeetvpunarvivaah Overview Punarvivaah is continuously getting positive response from their TG.082 Fan count as on 30th June 30. The 3 months evaluation analytics shows positive response from the TG.347 Facebook. 67 . 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.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. Necessary improvements steps: .1. Face Count Page Fan count as on 1st April 15.

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

Zee Cinema:- Learning’s:. 4. 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 a good experience for studying the infrastructure and interior industries execution on social media and the insight about the posts that 69 . ―engagement‖ and other soft metrics difficult to attribute to ROI.7. During my approach towards Social media I was suppose to first to R & D of clients existing position and their competitors. 4. Display Banner Ad content and an important think was to convey the message of client to our respective team.Through this experience I learnt how a marketer has to talk and sell the services.1.The value of social media was qualitative and defined in terms of ―awareness‖.Punarvivaah Learning’s :. 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. I also learned to prepare site maps for websites.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.7. This is no longer the case.2.7. 4.

they did. The steps were: 1) Understand the need of client. They were Facebook. Creative Saints is another digital marketing agency who had got this client.7. Zee Cinema was our old client 70 . 4. 2) Give our creative brief to them.Movies. Saturday 8pm. Popularizing it facebook was our team‘s main concern.3.Masti & Magic on16th June. For promoting the movie Agneepath we were suppose to popularize it and for that we generally used 3 social media platforms. 3) Promote it on the particular time. polls and discussions that were done etc. Twitter and YouTube. a basic learning how these companies utilize social media to earn business through this. 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 which we had to follow certain steps.Agneepath Movie Promotions on Zee Cinema: Agneepath movie was going to be showcased on Zee Cinema.

Sometimes I was allowed to use Tweet longer tool but not always.7. I was supposed to make engagement on Agneepath‘s Trivia. Big Move:4. So Zee Cinema team had a confidence in us that we would make it a success. I had checked the content made by my content writer to avoid errors.5.Rock The Vibe:- 4.ZEE Cinema:- *** ZEE network was our one of the old client. It was an actual task. For ZEE Cinema in particular we had designed a viral marketing video 71 .4. Explanation: Trivia‘s are the hidden facts of the movie Learning’s:. I was supposed to make engagements of Trivia‘s but by not changing the message of Trivia or missing out some fact. During that period I learnt how you have to convey your message properly but only in the limited characters provided.7.and Don 2 promotions were already handled nicely by team long back. Many projects of ZEE are handled by Binary. The most difficult part was to make the Trivia and its engagement in just 140 characters.It was 1 of the most interesting part of my learning‘s because while working on this project coordination was the most important.

Daily interaction with the client is needed.earlier which succeeded and they got a good impression over the company. 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 . For Zee Cinema we were doing entire social media referring 3 platforms. They were Facebook.This was first time when I went for a feedback meeting. 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. So it was a new experience how one has to handle the clients harsh words and make them feel condensed Learning’s:.8. 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.It was a new industry to learn about. execution.It was a very good experience of a meeting too. Youtube and Twitter. Learning’s:. Learning’s:.e. The clients co-operation & support is very important here. Creating Engagements was a task as well fun because generally its show casted all old movies and sometimes new.SOCIAL MEDIA STRATEGY EXECUTION: Once the proposal or the strategy is made and agreed upon by the client. then comes the next step i. I never personally interacted with them in any meeting just studied their websites and analysed their competitors advantage for making the proposal. For Zee Cinema we were suppose to make the daily content based on daily telecasted movies on the channel. The schedule was been provided by the client. It was difficult to handle because in this meeting it was client who was talking more than sir.

videos. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Messages can link to the product‘s website. One needs to participate in different communities which are related to the industry the firm is in. These messages appear on followers‘ home pages. Twitter has more than 175 million users. etc. The use of a product can be explained in short messages that followers are more likely to read. This link provides followers the opportunity to spend more time interacting with the product online. 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.needed. Facebook profile. Twitter promotes a product in real-time and brings customers in. 73 . photos.

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

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

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

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

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

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

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

To cater to the needs of the industry. Twitter: Tweets regarding:  Tips on health & beauty  Different treatments provided & the benefits of those treatments. 2. 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. AVAGMAH Business School has partnered with the leaders from the respective fields.  Promoting InstaSculpt by sharing links that would drive the traffic to their website or articles about InstaSculpt.  Home remedies for different health & beauty related problems. This continued till the second week of June. leveraging their quality content. 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. Avagmah Business School Mumbai is an MBA institute providing 3 courses:  MBA in Media & Entertainment  MBA in Marketing & Sales  MBA in Banking & Finance 81 .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. Network 18 etc. Avagmah Mumbai: Avagmah Business School is the higher education initiative of 24x7 Learning.

Avagmah Business School Mumbai also belonged to the authority handling INIFD Andheri. 82 . 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.  Notes: notes on the importance of MBA. 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..  Info: consist of basic information & description about the institute. Before I started handling the page I went for a meeting to get some information about the institute.  Photos: photos of the institutes events. phone no & the institute website. information about the courses offered by the institute and their admission details. about the institute. email id. 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. The page of Avagmah already existed with it was given to me to handle. 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.

. SMO (Social Media Optimization). Hence. helping build brands and boost its equity. emailer.INHOUSE PROJECTS:4. company profile. They bring easy accessibility & visibility to all businesses by blending technology with content. this was an in-house project handed to me. About Social Pandits:The ―Social Pandits‖ originates from a well proficient 9 year old Digital Marketing Agency – Binary Web Solutions India Pvt. We made tele-script. 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. telescript. So they wanted me to reframe social pandit with a new concept and prepare all its mediums to be reached like website. They had so formed Social pundits in the name of which all social media marketing projects were aimed to be handled. Ltd.10.4.10. introduction PPT but as we had less time I could not complete the 83 . introduction PPT etc. Viral marketing etc. As Binary is a company providing all services of digital marketing. Digital PR. they wanted some specialized channel to reach target for social media marketing. Incepted in Mumbai. They serve Strategic Custom Managed Solutions to the clients through Social Media Consultancy.but because of lack of time this idea was not very well established by them.. company profile. 2007 ―Social Pandits‖ is a complete 360 degree Integrated Social Media Marketing Communications Solutions.. emailer.SOCIAL PANDITS Introduction:Social Pandits is a venture of Binary itself.1.

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.entire website revamping part. But as website part was still remaining we had to wait to get that done first. EMAILER:- 84 . 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.

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. comfort and luxury.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 . Very few social media marketing agencies have this on their website. ease. silver and gold and platinum but we thought of naming it different. so it was one of very innovative method of pricing on website. 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. Generally they name it as bronze. So by comparing with few we framed this. We designed 4 normal packages that a firm can opt for social media marketing and named them as need.

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 www.com/ (brown paper bag) burrp.Learnings 6. Updates on current events in form of micro blogging.Social Media Marketing Before actually performing our job we had to learn how companies utilize SMM.1. Encourage discussion among the community members & enable them to share their experience & information via microblogging. resorts etc to get the latest information.com/mumbai events. Following is the report we had made on different firms from different industrial sectorImplementation Strategy  Content Creation Strategy 1.1. pictures & videos 4.CHAPTER6.cnngo. pubs.1.1. 3. 5.buzzintown. Updates on current offers & discounts.com mumbai. videos and photos.com/events snapdeal.com 87 . Get various information from the following sites: http://www. 2. so we had got an assignment of studying different companies marketing on social platforms. offers or events they are conducting.bpbweekend.OUR ASSIGNMENTS: 6.OUR ASSIGNMENTS & LEARNINGS 6. Contact various restaurants.Assignments 6.clickindia.2.

Sure. To clearly define what digital marketing is. however. it does not include more traditional forms of marketing such as radio. digital marketing centers around the internet. now people have started expecting innovative. however. Both of these are used to deliver messages and information about products and services to customers. along with the use of both Push and Pull marketing techniques.CONCLUSION Digital marketing is a term that has been around for quite a time encompassing things like banner advertising. relevant. there are many people in this country who do not own a computer or have access to the internet. Digital marketing solutions include the use of multiple channels of delivery. In India digital marketing is still in the cradle stage. T. because it is not restricted to the internet. search engine optimization (SEO) and pay per click (PPC). 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. fast and yet personal form of marketing. billboard and print because they do not offer instant feedback and report. It may seem to be hard to believe. personal and cost-effective manner. Digital 88 .V. At its heart. which have become both a communication vehicle and a very powerful marketing medium. Digital marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely. Digital marketing campaigns have yielded greater conversion rates for affiliates than e-marketing strategy alone. along with any others who submit enquiries.

Social Media is one of most important tool in today‘s world. 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 .This information needs to be balanced against what your own stats. ‗Digital‘ is no different Success is not driven by technology – technology supports potential for success. 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.The message and the way it is delivered are most important aspects of any campaign. It has helped the consumer to directly reach the brand and vice-versa. General trends will give you an idea of what platforms/channels are generating responses. We hope that this digital marketing report helps shed light on an advertising medium which is economical. stakeholders and audience are telling you… You need to gather and rely on this information.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. Social media has act as a link between end user and brand.

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

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