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: ___________ ___________ ___________

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.

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

the weakness to which they can improve and have a better working environment.
CHAPTER 1- DIGITAL MARKETING 1.1 Definition 1.2 Introduction 1.3 Strategies for digital marketing 1.4 Distinguish between SMO and SMM 1.5 Digital marketing Process 1.6 Digital marketing media channels

1.1-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, relevant, personal and cost-effective manner. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital, television and radio channels.

1.2- INTRODUCTION:-

The world is changing, in all sorts of different aspects. One of the most notable changes in the world is the switch over from traditional analog media to digital media. Let us take for example, the traditional, analog radio which transferred sounds through different electrical signals that resembled sound waves. Today however, there is now a thing called digital radio that transfers sounds digitally through patterns of digits; this form of radio offers a much crisper, precise sound than traditionally. Essentially, anything that uses media electronically can be considered digital media, especially with the vast amount of electronic media devices out there today.

When it comes to marketing, digital media is one of the most important things to acknowledge, especially with all the technological changes that are happening in the world today. Older, more traditional methods are no longer as effective as their more modern, digital counterpart. Newspapers are still in existence, but when it comes to getting the word out, they do little when compared to the Internet and the vast audience the Internet can reach. 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. Digital media is not just an essential tool for marketers; it is an essential tool for just about anyone, regardless of situation. The Internet is the best example of digital media that is widely used by individuals in every country around the world. The Internet allows people to do everything from shopping online, to communicating, to play games, watching movies and television shows and more. You can even go to school online depending on the school and whether or not they

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

1.3- STRATEGIES FOR DIGITAL MARKETING There are two basic digital marketing strategies used by current and potential customers. These two types of digital marketing are called the Push and the Pull. 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. Same rule follows in digital marketing The customer seeks information about products and/or services by visiting the companys sources of information searching for the specific product or service information. They are basically requesting to view this specific content. These are typically located in websites, blogs, streaming audio and video sources. Customers have found related information on other websites or been directed to the companys sources by a referring website to find the information. Push digital marketing In push strategy the material and the information is provided to customer simultaneously from the manufacturer. Customers are provided information by receiving or viewing advertisements digitally, such as: SMS, RSS, Mobile phone calls, etc., as subscribers of the latest product and service information provided by the company.

Pull Strategy Advantages No restrictions on file size, no opt-in requirements, and low technology requirements for the company. Disadvantages
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Push Strategy

Personalization of messages, high conversation rate, and detailed tracking of customer choices.

Marketing required, little tracking of visitors and no personalization to keep the visitors coming back.

Requires Can Spam Act 2003 compliance, most customers must optin, can be blocked, simply opt-out, and requires delivery technology.

1.4 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, spreads message easily, 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- 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.

On-page modifications Primarily, social media optimization increases your websites linkability, spreads message easily, and brings in inbound links.

1.4- DIGITAL MARKETING PROCESS:-

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

1.5- DIGITAL MARKETING MEDIA CHANNELS The digital marketing sector uses many different digital marketing media channels. The below chart highlights all the various mediums that are used by the firms today for digital marketing.
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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, such as:

Target group demographics, psychographics, 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:

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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, 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

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Blog Key Benefits Low cost Ability to position ones 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. 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, ongoing dialogue and feedback is needed Performance Tracking Google Analytics

Free tools (e.g. Social Mention, Klout, How Low cost To provide a forum for Sociable, and others) dialogue and feedback Relational marketing Social Media Metrics To build or expand a from social media Community building channels (e.g. Facebook,
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To synergistically Third-party solutions, Ability to demonstrate build upon integrated e.g. 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. paperneeded other online activities, based) historical data, When the offer is competitive data where Interactive time-sensitive available, or alternate test Highly campaigns) For new product personalized/targeted announcements Conversion rate Round the clock For knowledge-based Cost Per Click marketing offers, e.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. RSS feeds; interested prospects) newsletters) Faster response
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Increase Sales Conversion

To continue to build a subscriber/prospect list

Cost Per Sale

Generate Repeat Sales Up-sell and Cross-sell Products and Services Gain Valuable Feedback from Visitors Drive Web Users to Make Offline Purchases

Search Marketing Key Benefits The #1 way people find websites When/How to Use Performance Tracking

As an integral part of Google Analytics building website traffic Yahoo web analytics People use search Paid Search as part of Hosted services such engines ubiquitously an overall integrated as Web Trends campaign (e.g. AdWords Qualified traffic ready from Google) Common Metrics: to buy Visits, time spent on More effective than page, and bounce rate by banners top entry page, segmented Critical for driving by Natural/Organic website traffic Search) Paid search can be leveraged with major search engines (e.g. Google and Yahoo) Reverse goal funnel, segmented by Natural/Organic Search Top internal search queries segmented by

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Natural/Organic search Visits by non-paid keywords, but filtered for branding, trademarked, 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
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measure conversion Speed Informative (e.g. 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. nonrecipients

Shortening the sales As the basis for client cycle through list engagement subscriptions Tracking conversions As a driver of brand (e.g. subscriptions) Demonstration of loyalty thought leadership Engagement measures Integrated with other (e.g. time spent) Better search engine online marketing rankings activities Online readership studies Differentiated To build thought competitive advantage leadership Pre/Post-awareness studies To increase client
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retention To deliver unique, 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. This shows how often your app is being used. It is one gauge of user loyalty. Depth of Visit Number of screens viewed on average compared to the number of visits (i.e. engagement) Duration The average amount of time spent in the application. Bounce Rate Ratio of the number of user visits with a single view event to the total number of visits. For Apps: Total Downloads Number of times your app is downloaded from an app store. 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

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of unique application users over a period of time. Active User Rate Ratio of the number of app users to the total downloads. New Users The number of users that first used your app during a period of time.

CHAPTER 2: BINARY WEB SOLUTIONS INDIA PVT. LTD.

2.1 Introduction 2.2 Vision, Mission and core values 2.3 What we do 2.4 Resources 2.5 Organization Structure 2.6 People development at Binary 2.7 Rules and Regulations 2.8 Major Clients 2.9 Other Ventures 2.1- INTRODUCTION

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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, best ideas, people and technology. Binary is a growing team of 50+ creative, strategic and technical specialists all extremely passionate about the digital and creative industries and what they do. 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. They are passionate about effectively communicating your message to your audience, 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, since then the aim has never wavered. That aim is work hard and smart for our clients to make their online and offline businesses better in all aspects 2.2 VISION, MISSION AND CORE VALUES:2.2.1-VISION:Our slogan is Will do it.. the idea behind it is very simple anything.related to IT _ we will do it anythingrelated to internet _ we will do it anythingrelated to digital promotions _ we will do it. and of course anything.creative we are with you, every step of the way. sounds too good to be true? try it yourself. will do it.

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2.2.2- MISSON:To be known and trusted by our customers to deliver top quality services with the help of extraordinary teamwork

2.2.3- CORE VALUES:Teamwork: - Together Everyone Achieves More. Teamwork and success go handin-hand Excellence:- We offer nothing but the best through a focus on delivering high Quality service and continuously improving ourselves and our work. Integrity:- Integrity is a necessity - honesty, open communication and professionalism drives each and every interaction. Dedication:- Every individual is committed to the success of each interaction to the best of his ability. Creativity:- The environment at binary enables individuals to be imaginative, innovative and to think outside of the box.

2.3- What we do:We offer unparalleled design and creative direction, along with a rock-solid group of technologically innovative minds. From full interactive strategy and consulting, to production of a database-driven flash site, to secrets from our r&d lab and real-

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time online games, we can walk you through every step from strategy to launch and beyond Our expertise includes Website Development, Website Management, Search Engine Optimization (SEO),Search Engine Marketing (SEM), interactive Digital
Marketing coupled

with strategic marketing tools such as SMS marketing, email

marketing, campaign management, corporate presentations, content marketing and anything that is required to turn your marketing initiative into a powerful business tool and help you leverage beyond your ROI. Search
with SEO and PPC, prospects will find you no matter where or how they search

Social
From facebook to twitter, 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

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2.4 Resources
REAN R- Reach E- Engagement A- Activation N- Nurturing

Reach

Nurturing

REAN

Engagement

Activation

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2.4- ORGANISATION STRUCTURE:- ***

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

2.7- MAJOR CLIENTS:-

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and many more..

2.8- OTHER VENTURES:2.8.1- Social Pandits:-

The Social Pandits originates from a well proficient 9 year old Digital Marketing Agency Binary Web Solutions India Pvt Ltd. Incepted in Mumbai, 2007 Social
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Pandits is a complete 360 degree Integrated Social Media Marketing Communications Solutions. They serve Strategic Custom Managed Solutions to their clients through Social Media Consultancy, SMO (Social Media Optimization), Digital PR, Viral marketing etc... 2.8.2- Ad Pandit:-

A Total online advertising campaign, unmatched quality standards and yet very much cost effective solutions. In short, this is all what Ad Pandit is about. 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. Their exclusive cliental list comprises of brands from a number of various sectors including. ECommerce, FMCG, Automobile, Health & Care and Finance to name a few.

CHAPTER 3 - ONLINE MARKETING 3.1 Introduction 3.2 Services offered 3.3 Budgets for digital marketing 3.4 Role played as business development executive 3.5 Internet marketing strategy and planning 3.6 Work Profile (Clients handled) 3.7 In-house project

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3.1- INTRODUCTION:Internet marketing, also known as online marketing, Internet marketing is not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, Broad in scope creative and technical aspects placement of media E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C).

3.2- SERVICES OFFERED Products Authorized to sell: Of the variety of products offered by the company, following products were authorized to be sold: 1. 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. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both
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increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back-links, or inbound links, is another SEO tactic. Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. Additionally, search engines sometimes have problems with crawling sites with certain kinds of graphic content, flash files, portable document format files, and dynamic content. SEO Performance Cycle:-

Initial Analysis: - The proper analysis of the company, the industry it falls. Keyword Research:- according to the sector it falls the keyword research and analysis is done

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 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 isnt. 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 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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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, you could but 1,000 ad impressions. This can add up over time. In a CPM-based campaign, you may pay $3 for 1,000 impressions. If your ad receives a click-through ratio of just 1 percent, you're paying $3 for the same 10 clicks. Although cost-per-click, or CPC, advertising is enjoying great popularity, 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. CPM-based advertising can be a cost-effective alternative to CPC deals. To illustrate this point, let's compare the overall expense of two similar campaigns. Illustration:In CPC-based advertising, you pay for each click your ad receives. Let us say that you are spending $1 for each click; 10 clicks costs you $10. In a CPM-based campaign, you may pay $3 for 1,000 impressions. If your ad receives a click-through ratio of just 1 percent, you're paying $3 for the same 10 clicks. Current results have shown that text-based CPM ads often receive more attention that traditional banner ads. In fact, the average view time for a text based ad averaged 7 seconds, while a graphical ad only averaged 1.6 seconds. Text CPM ads are starting to become more popular and may be a viable alternative to CPCbased advertising. 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, you could but 1,000 ad impressions. This can add up over time.

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

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A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece. 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). 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. Usually though, advertisers use ad networks to serve their advertisements, resulting in a revs hare system and higher quality ad placement. Banner ads are usually relatively simple pieces of HTML code, but their presence on the Web and their importance in Internet-based business is immense. These small rectangular advertisements appear on all sorts of Web pages and vary considerably in appearance and subject matter, but they all share a basic function: if you click on them, your Internet browser will take you to the advertiser's Web site. Generally we made still banner ads rather than Animated. Banner sizes are:Mobile leaderboard: 300 x 50 Banner: 468 x 60 Leaderboard: 728 x 90
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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, jpeg 9. Email Marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, 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, to encourage customer loyalty and repeat business,

Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately,

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. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.
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Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.

Over half of Internet users check or send email on a typical day.

Disadvantages It sometimes doesnt give an adequate result that is even if the mail has been received by the recipient than to it show mail delivery failure.

3.3 - INTERNET MARKETING STRATEGY & PLANNING Step1. Develop a strategy development process: Digital strategy should follow a logical progression from understanding the present to help you control the future.

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While setting digital marketing strategy we need to understand the clients business objective. 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. A good marketing strategy needs to be very well backed by a sound marketing plan to achieve the desired results for the client. The process go on, after attaining the objective i.e. it is important to measure the response to the complete process and make improvement as and when required.

Step 2. Analyze your marketplace Understanding your online customer behavior is the first true step. There is tools available help review consumer behavior online. This helps the client to

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

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Step 5. E-CRM How to manage the key activities for developing relationships with existing customers to encourage them to continue to engage through online channels as part of customer retention strategy:

Step 6. Customer experience What makes for a great customer experience delivered via the web. Most of the viewers like to visit site which are user friendly or have some catchy elements. The sites which generated more traffic are those sites which have offerings or the sites which have unique feature in them.

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

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3.4- 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.com leads Collaboration with the competitor clients Analyses of the clients and competitors 3.5.1.CLIENTS HANDLED:1. VNS Financial Services

Company Profile: VNS is one of the leading Stock, Commodities and Currency broking companies in India. At VNS, they believe in professional management and complete transparency. Besides retail broking through branches in various parts of the country, they are also empanelled with leading Financial Institutions for their investment related activities. Roles and responsibilities: Prepared a Site map and Website structure for VNS, our existing client on the companys behalf. Developed a Search Engine Optimization (SEO) and pay per click (PPC) and social media campaign for our existing client after the proposal was accepted.
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 Interface between my technical department and my client.

2. SBI UK

Company profile: With a tradition in banking dating as far back as 1806, SBI carries the art of banking in our blood. State Bank of India knows that you want traditional banking services executed with the highest standards of efficiency and service. Today, in addition to being the largest commercial bank in India with over 18,000 branches, our Bank has offices in 32 countries with a network of around 160 branches, 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 is 59.41% owned by the Government of India, making us a solid investment.

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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), 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. Maria Dcor

Company Profile: Maria Dcor is the first Indian company that deals in interior moldings. Interior molding application is an emerging trend in beautification of commercial and residential places. It adds the X-factor to your ambience that will seal the void between the desired and they achieved. Maria Decor continually strives to balance price, quality and utility to successfully serve the mass market. 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 Dcor 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
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 The client requirements were stall designing, brochure designing for their upcoming Acetech Exhibition at MMRDA in October 2012 Quotation of Rs. 22 lakhs was given to the client Deal yet to be closed with the client 3.6.2 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. For this, my senior had given me the task of making the whole campaign live on air within 2 days. 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

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Learnings: Initially while I joined the company was not having knowledge about the industry. 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, helped me to get into the insight of the services provided by the company. 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. After a month was getting lead from the immediate boss and also getting clients own my own Started doing collaboration with the competitors.

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 Prepared full new promotion plan for the companys promotion and gave a new flow for the promotion of the company. 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. Learned about social media marketing and its insights. Learned the process to prepare a web site. Learned various analytical tools and social media tools

3.6.3. 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. A proper briefing was given to us towards the approach of what all things need to incorporated in presentation. The best part of analysis was we didnt know the client, so proper R & D of news channels was done without comparing it with the client. The Research of Web site and Social Media both were to be done. For us it took couple of days to incorporate because of the errors done by us. And for designing the proposal, I had studied many other movie channels execution on social media marketing. We learnt many new techniques during that period: i. Team work
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ii. iii.

No one is friend while work, all are your colleagues How to incorporate together and deal with group task along with your actual tasks and skills. We got the actual feel of corporate workings that is its not restricted on 10 -7 timings as we were suppose to complete our work in the given deadlines.

iv.

v.

Proper techniques to be applied during a group task.

The 6 Indian news channels which we analyzed were ABP News, BBC News, CNBC, NDTV and IBN Live. 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

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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 Investors 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

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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

15

14

Followers Pins Likes

No No No

68 1 1

493 448 6

390 258 0

294 2695 0

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Name of Channel

ABP News BBC

CNBC

IBN Live

NDTV

Video Views

12977

13,31,283

73,082

1,59,23,323

12,00,19,409

Subscriptions

236

3,261

2,914

15,037

65,897

Name of Channel Fans

ABP News

BBC

CNBC

IBN Live

NDTV

108K

1.9million

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

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Conclusion: After the analysis of all newschannels we came to the client, it was Bloomberg Television. According to clients requirement, we were suppose to mainly highlight the business section, investments sections, News, Apps and Live Tv. Stock market was not suppose to be covered.

The strategy development portion of a social media campaign is crucial for the success of a company. You must ask and answer the appropriate and relevant questions to develop the right campaign.
1.Getting

clients: - The 1st and foremost step in any business is to get clients.

Then the question arises as to how do we get clients? Following are few ways we use to get clients: a) Tele-calling: - were we call prospective clients and give then a gist about social media marketing & our company which provides these services. If they are interested we approach them with the same. b) E-mailing: - we email prospective clients and if they are interested they revert back. c) Enquiries: - firm/organization who are aware about our firm through internet, word of mouth or through our current clients. d) Already existing clients: - our already existing clients may give us another business or brand to handle.

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e) Business to business: - another digital marketing firm who do not provide social media marketing services gives their clients social media marketing campaign to us.
2. Knowing your client: - Once you get a client, it is important to know all about

the firm. You should be able to describe as to what the company does.
3. Type of Campaign:- After knowing your client you need to understand as to

what type program/campaign does your client want? Awareness, Sales, or Loyalty?
4. Firms Relationship with Their Audience: -

What does the audience know about the firm today? a) Nothing b) Aware of the firm, but never acted c) Acted once d) Repeat actions/enthusiasts e) Advocates Pick up two of these segments to focus upon, but make sure they are adjacent on this scale. Its too confusing to have a strategy that targets advocates AND people that has never heard of you. That would be two strategies, not one.
5. Reaching Target Audience: -Understand how the target audience (as defined

by gender, age, and geography) uses social media. If the audience skews older, you may not want to engage in a lot of make a video contests, since that segment indexes low on the Creator scale. Look for your audience by searching for groups that are directly related to your product or service. You can also look for fan pages that are related to your competitors products or services. For example, if your company sold vampire teeth, you might look at fans of the Twilight series. Gather all the sites that would be most interested in what you have to say and segment them by type (blogs, social networks, social news sites, forums, etc) and

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by target audience / topical interest. Once youve done that, it will be clearer to you what your campaign specific marketing strategies and tactics ought to be.
6. Studying Competitors:- One should study your competitors who already are

doing social media marketing. Studying how effectively are they doing so social media marketing.
7. Making appropriate strategy for your client:- After keeping all the points in

mind you should make an appropriate strategy for your client in a proper format decided. This strategy is then presented to the client and if agreed upon then commercials & ROI are discussed.

CHAPTER4- SOCIAL MEDIA MARKETING (SMM) 4.1 Introduction 4.2 3 points to adopt social media 4.3 Social media marketing process 4.4 Benefits and constraints of SMM 4.5 Current Scenario 4.6 SMM strategy formulation 4.7 Work profile 4.1- INTRODUCTION Social Media Marketing is the process of promoting your site or business through Social Media networks. It is considered to be one of the most effective Marketing tools. Social media promotions center around matching content with interested audience as well as stimulating conversation and buzz. Social Media is about building a conversation with your clients and consumers understand their needs and also get their feedback. Social media marketing is able
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to connect and interact on a much more personalized and dynamic level than through traditional marketing. It is the process of marketing through social media sites like Pinterest, YouTube, Facebook, Twitter, Google + ,Linked-in and many more.

3 Key points to adopt Social media

1. Social Media is a marketing tool Social Media is about communication and that can mean different things to different people, from re-connecting to old classmates or finding a new boyfriend or girlfriend, etc. However if you are reading this, you are most likely a leading manager or executive within a business. As such, you need to have the mindset that the most effective way in which social media applies to you is as corporate strategy, and most likely as a Marketing Tool. 2. 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, 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. 3. Its not the ROI but the IOR that matters Basically every single time we meet with prospects, we hear well if I invest $xyz, how much money will I make back? Our reply is this is relationship building. Do you put an ROI on every business lunch or every networking event or every cup of coffee you
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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. IOR (Impact on Relationships) however, is much more effective. You are building relationships with Social Media and as such, you are interested in generating awareness, credibility, followers & activity with your audience. These activities will lead to future revenue generation. It is much more important to understand & manage the growth of these elements than use a silly notion like this one weve heard Ill only use LinkedIn if it will absolutely generate me a $100,000 deal.

Social media can be leveraged to create wonderful marketing masterpieces that are more effective and economic. It is a platform that helps a firm increases sales, builds brand image and brand awareness and also help grow community around the product. It helps an organization to reach:

Internal staff Potential employees End consumers

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

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which however can differ according to requirements of clients as well as different ad agencies. Example: My learnings of Social Media Marketing process through Punarvivaah, A daily soap on Zee Tv. 1. Objectives: - The initial step is to understand the objective of the firm, to understand their requirement to do social media. This will help us to frame the strategy according to their needs. Approach: To increase the TRP and popularity of Punarvivaah, Daily Soap. 2. Target audience: - To understand and classify their target audience on social media is also important. According to the demographic features of target audience the social media platforms that can reach them in the best manner can be suggested. Approach: Target Audience were Indian housewives, audience having interest towards Daily Soap, and the serial is based on a concept of Remarriage , so even they targeted on that group facing problems.

3. Different Channels: - After understanding the objective and target audience one can analyze the different channels i.e. different social media platforms that can be used by the firm to reach target socially. Approach: The different social media platforms used for Punarvivaah were Facebook, Twitter and You tube. 4. Best alternatives: - After looking at different channels one should select the best channels that can help achieve its objective in a faster and easier way. We generally gave more importance to facebook. Approach: We currently have around 31,000 fans of Punarvivaah. On facebook its easy to target to audience you a large crowd to cover.
64

5. Framing strategy: - 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 Punarvivaahs official facebook page were: a) Daily 4 Updates b) One update is on Punarvivaah helpine which deals with different Happiness quotes. The helpline is been handled by them. c) Different contest organized. d) We created video for our facebook fans to answer their questions from Co-stars of Punarvivaah Yash and Aarti. 6. Finalize the plan: - 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. Approach: On daily basis we used to get approval of the content made from our Client Mr Chintan Mehta, who is Brand Manager of Zee Entertainment Ltd. He generally gave us the Promo Videos coming on Air to promote on facebook; even he used to provide photographs of shooting. The content and creative ideas were generated by our team and were conveyed to him. On his approval we used to post the content. Even for generating the video we had been to Punarvivaah set with the prior clients permission. 7. Deciding the time to publish: - Each platform has its terms which need to be fulfilled only after which strategy can be implemented. However in this stage the time to get the strategy implemented practically is decided. Approach: Generally the normal posting were done on their particular timings but if something interesting is going to come in episode than we made content accordingly to generate hype. We even promoted the videos on facebook which were on Air for that particular period.
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8. Publish: - In this stage according to the time decided the strategy is implemented and activities are executed to make the brand more popular. Approach: The timings were maintained properly while postings of the content, videos, poll questions and any update need to made 9. Evaluate and ROI: - 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. This helps him to understand that how much business is he generating to these platforms and whether is it worth according to his investments. Approach: Through this process, Punarvivaah is having the top 10 TRP rating and on facebook it has 31,000 fans in the period of 4 months. Statics of Punarvivaah: (1st June- 2nd July) Then-

Now-

66

10. Necessary improvements steps: - 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. 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. The 3 months evaluation analytics shows positive response from the TG. Face Count Page Fan count as on 1st April 15,082 Fan count as on 30th June 30,347

Facebook.com/ zeetvpunarvivaah

Overview Punarvivaah is continuously getting positive response from their TG.

4.4 BENEFITS AND OCNSTRAINTS OF SMM:4.4.1- Benefits of Social Media Marketing It is a cost effective Internet Marketing strategy that can create viral results.
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 Companies have the ability to make social connections with consumer markets. It drives traffic to your website, blog, articles, etc... Social Media marketing expedites online brand development. Major social networks integrate with one another, blogs, widgets and other social sites. You have the ability to immediately educate a larger public about your industry & business. Increased inbound links and direct referrals. Reaching targeted market segment. Increased search engine rankings. After new Timeline approach of Facebook we can easily keep a track as per month. 4.4.2- Constraints in Social Media Marketing Social Media Marketing is more time consuming than companies expect. The wrong online brand strategy could put you at a viral social disadvantage. In order to get social medias full effect, you need to understand how it works, when and how to use it and which channels to focus on depending on your end goal of using social media. You need to interact on point at each location, though can automate some of the SMM process.

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The value of social media was qualitative and defined in terms of awareness, engagement and other soft metrics difficult to attribute to ROI. This is no longer the case.

4.7- 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. During my approach towards Social media I was suppose to first to R & D of clients existing position and their competitors. Then I was supposed to give to create different strategies to engage with Audience accordingly the content was prepared. I also learned to prepare site maps for websites, Display Banner Ad content and an important think was to convey the message of client to our respective team. 4.7.1- Zee Cinema:-

Learnings:- Through this experience I learnt how a marketer has to talk and sell the services, how one has to understand the requirements and immediately change and shoot the services that all can be a need to the client. This was the first meet so I came to know a lot about the company Binary through this meeting and also about our satisfied clientele. 4.7.2- Punarvivaah Learnings :- This was a good experience for studying the infrastructure and interior industries execution on social media and the insight about the posts that
69

they did, polls and discussions that were done etc. a basic learning how these companies utilize social media to earn business through this.

4.7.3- Agneepath Movie Promotions on Zee Cinema: Agneepath movie was going to be showcased on Zee Cinema.Movies.Masti & Magic on16th June, Saturday 8pm. For promoting the movie Agneepath we were suppose to popularize it and for that we generally used 3 social media platforms. They were Facebook, Twitter and YouTube. Popularizing it facebook was our teams main concern. For which we had to follow certain steps. The steps were: 1) Understand the need of client. 2) Give our creative brief to them. 3) Promote it on the particular time. 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) Trivias 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. Creative Saints is another digital marketing agency who had got this client. Zee Cinema was our old client
70

and Don 2 promotions were already handled nicely by team long back, So Zee Cinema team had a confidence in us that we would make it a success. I was supposed to make engagement on Agneepaths Trivia.

Explanation: Trivias are the hidden facts of the movie Learnings:- It was 1 of the most interesting part of my learnings because while working on this project coordination was the most important. I was supposed to make engagements of Trivias but by not changing the message of Trivia or missing out some fact. The most difficult part was to make the Trivia and its engagement in just 140 characters. It was an actual task. Sometimes I was allowed to use Tweet longer tool but not always. I had checked the content made by my content writer to avoid errors. During that period I learnt how you have to convey your message properly but only in the limited characters provided.

Big Move:4.7.4- Rock The Vibe:-

4.7.5- ZEE Cinema:-

***
ZEE network was our one of the old client. Many projects of ZEE are handled by Binary. For ZEE Cinema in particular we had designed a viral marketing video
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earlier which succeeded and they got a good impression over the company. For Zee Cinema we were doing entire social media referring 3 platforms. They were Facebook, Youtube and Twitter. 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. Creating Engagements was a task as well fun because generally its show casted all old movies and sometimes new. Learnings:- It was a very good experience of a meeting too. Learnings:- This was first time when I went for a feedback meeting. It was difficult to handle because in this meeting it was client who was talking more than sir. We had shown the results but their expectations were too high for initial months and then we had to make them understand that its 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 Learnings:- It was a new industry to learn about. I never personally interacted with them in any meeting just studied their websites and analysed their competitors advantage for making the proposal. 4.8- SOCIAL MEDIA STRATEGY EXECUTION: Once the proposal or the strategy is made and agreed upon by the client, then comes the next step i.e. execution. The execution part is very important as at the end through effective execution one will get the desired return & will obtain ones objective which will intern keep the client happy & maintain a good business relation. The clients co-operation & support is very important here. Daily interaction with the client is needed. 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

needed. One needs to participate in different communities which are related to the industry the firm is in.

Conversatio ns/ Updates Scale Fan Base Creative FBML Pages Phase Wise Buzz Contests/ Applications

Engage in Conversatio ns Scale Followers @Replies and Retweets Twit Pic Contest/ Updates Related to TV Show

Overview about company Information about employees Join groups and promote interactions Knowhow about your competitors

Customized Channel Titling/ Meta Tagging Videos Video Commentin g Fun Videos/ Behind The Scene Videos

Develop Blog (Call it __________ ___) Content Strategy Content Layout

Twitter Twitter allows companies to promote products on an individual level. Twitter has more than 175 million users. The use of a product can be explained in short messages that followers are more likely to read. These messages appear on followers home pages. Messages can link to the products website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Twitter promotes a product in real-time and brings customers in.
73

Look up each of your competitors on Twitter the people following your competitors are likely going to be interested in your Twitter feed as well. Similarly, people following anyone with the same topics as you are potential followers. For example, if you are marketing sports products, a company that sells college recruiting services to athletes would be a good audience. You can also use keyword searches at http://search.twitter.com to find people who are tweeting about your keywords. Facebook Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. It can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the products Twitter page as well as send out event reminders. Facebook promotes a product in real-time and brings customers in. Facebook has over 650 million active users. Facebook currently has over 1.5 million local businesses that have active pages. The average Facebook user has 130 friends and is a member of, on average 13 groups. Execution: Landing Page: Creating a landing page where content that needs to highlighted are displayed. Facebook Tabs:
Wall:- depending on the objective of the firm and the type of product the wall

post may be related to interesting facts, tips, answer queries, etc..

Info:- introduction & information about the firm or the product.

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

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 Updates on mail:- people can provide information and personally mails will be sent on their ids about the collections and offers and events. 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. Wherein people can comment or add suggestions and posts according to them. Facebook Ads are a good way to increase the number of fans on facebook Blogs Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook and Twitter pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Almost 200 million blogs are there today. One of the reasons every company should have a blog is because it adds text to the company website that attracts search engine traffic. Also, your blog can build a subscriber list of people who read the content regularly. Companies use blogs to have conversations with potential clients or customers and build credibility within the industry. Some ways to optimize your companys blog include: promoting and republishing the content on all profiles, responding to each persons comment individually, making the RSS feed prominent (in the right hand corner) and putting links to all other social media profiles in front of the reader. YouTube YouTube is a website which allows users to upload and share original videos. YouTube is the leader in online video, creating a network of people who can watch, share and comment on videos. In the case of YouTube, an enormous part of it is the ability to embed clips anywhere, from blogs, to social networking profiles,
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to the front page of popular websites. YouTube ....is the 2nd largest search engine in the world. Today live cricket matches, tv serials, viral videos, news etc everything is checked on youtube . Almost 100 million videos on youtube . 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. Youtube is one of the best platforms to reach audience on a wide scale. Videos should be uploaded on youtube as it enhances the engagement and attachment with your company/product. LinkedIn LinkedIn is a professional networking website that allows registered members to create profiles which are displayed similar to a resume. With over 65 million members this site allows people to find and connect with other registered members forming professional networks. LinkedIn is a great resource for individuals marketing services or companies that market primarily B2B. You can find groups and subgroups based around interests, professional function, and/or companies. There is also LinkedIn Answers where you can answer questions from potential clients and build a following that way. Around 80% of companies use social media (linkedin) for recruitments 4.9- WORK PROPFILE:(Social Media Ececutive- Kunjal Bhanushali) I was supposed to understand the industry the client is in & execute the social media proposal made. My work was on facebook & twitter majorly. I use to make the content as per clients and posts them. Call & co-ordinate with clients for content & information, meet clients after intervals & let them now the progress. I use to also work on content needed for the e-mailers of different clients, attractive
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taglines etc.I went to Punarvivaah sets also to take co-stars bytes to promote in n facebook . Facebook: On facebook around 8 to 10 posts were posted everyday. The post were: -Information about the institute. -Courses provided by the institute. -Fashion & Interior Designing Tips. -Fashion designing & Interior designing concepts. -Events happening in the institute. -Students testimonial. -Videos related to interior & fashion designing and collections of famous designers. The page has different tabs such as: Info: contains basic information about the institute such as the brief description, mission, email id, phone number and website. Photos: different fashion designing & interior designing photos and photo albums of the events of the institute. Events: latest events taking place in the institute or by the institute. Notes: notes on latest trends in fashion and information about the institute & the courses provided by the institute. 1st we worked on the content development for the page & then the facebook add was made which shoot up the number of fans of INIFD.

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

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1. InstaSculpt: InstaSculpt is a clinic using a scientifically proven combination of French & Spanish technologies mastered by Dr. Manjiri Patankar, helping thousands of executives, housewives, models & actors look good and feel great. InstaSculpt had given us the complete digital marketing campaign to handle where the social media marketing was handled by me. The page already existed when it was given to me to handle. Facebook page:
Wall: everyday 7 to 8 posts were posted related to:

Tips on health & beauty Different treatments provided & the benefits of those treatments. Home remedies for different health & beauty related problems. Before and after pictures of the treatment.
Info: contains companys overview, general information & awards obtained by

Dr. Manjiri Patankar and products offered by InstaSculpt.

Photos: photos of events & sessions by InstaSculpt. Notes: notes are basically the blogs on the website which are information

regarding different health & beauty issues with is solutions & treatments.
Events: information about the events conducted by InstaSculpt. Questions: close ended questions are asked where the viewers can chose what

best suits them.

Discussions: discussions on treatment provided by InstaSculpt where the experts

answer the queries asked by people. 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.
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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. This continued till the second week of June. We had some more than 50 key words which were mostly used while posting so as to drive the traffic to your website. Twitter: Tweets regarding: Tips on health & beauty Different treatments provided & the benefits of those treatments. Home remedies for different health & beauty related problems. Promoting InstaSculpt by sharing links that would drive the traffic to their website or articles about InstaSculpt. 2. Avagmah Mumbai: Avagmah Business School is the higher education initiative of 24x7 Learning. 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 Harvard Business Publishing, Network 18 etc. leveraging their quality content. To cater to the needs of the industry, AVAGMAH Business School has partnered with the leaders from the respective fields. Avagmah Business School Mumbai is an MBA institute providing 3 courses: MBA in Media & Entertainment MBA in Marketing & Sales MBA in Banking & Finance

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Avagmah Business School Mumbai also belonged to the authority handling INIFD Andheri. Like INIFD even Avagmahs complete digital marketing was given to binary where I was given the responsibility for social media execution on facebook & twitter. The page of Avagmah already existed with it was given to me to handle. Before I started handling the page I went for a meeting to get some information about the institute. We dint receive much support & information from the institute on a regular basis so it was completely on us to get the make the strategy & content. 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.. Info: consist of basic information & description about the institute, email id, phone no & the institute website. Photos: photos of the institutes events. Notes: notes on the importance of MBA, about the institute, information about the courses offered by the institute and their admission details. 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.

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4.10- INHOUSE PROJECTS:4.10.1- SOCIAL PANDITS Introduction:Social Pandits is a venture of Binary itself. Hence, this was an in-house project handed to me. As Binary is a company providing all services of digital marketing, they wanted some specialized channel to reach target for social media marketing. They had so formed Social pundits in the name of which all social media marketing projects were aimed to be handled.but because of lack of time this idea was not very well established by them. So they wanted me to reframe social pandit with a new concept and prepare all its mediums to be reached like website, telescript, company profile, emailer, introduction PPT etc.. About Social Pandits:The Social Pandits originates from a well proficient 9 year old Digital Marketing Agency Binary Web Solutions India Pvt. Ltd. Incepted in Mumbai, 2007 Social Pandits is a complete 360 degree Integrated Social Media Marketing Communications Solutions. They bring easy accessibility & visibility to all businesses by blending technology with content, helping build brands and boost its equity. They serve Strategic Custom Managed Solutions to the clients through Social Media Consultancy, SMO (Social Media Optimization), Digital PR, Viral marketing etc... 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. We made tele-script, emailer, company profile, introduction PPT but as we had less time I could not complete the
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entire website revamping part. Though I made the sitemap as well as had a contact with the copywriter who was supposed to write copy for the same but the work is in progress still. Also had removed data of brand managers all round the city as well as country and tried calling some and also sent them our company profile. But as website part was still remaining we had to wait to get that done first. EMAILER:-

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

Ease Yes

Comfort Luxury Yes Yes

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

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CHAPTER6- OUR ASSIGNMENTS & LEARNINGS

6.1- Assignments 6.2- Learnings 6.1- OUR ASSIGNMENTS: 6.1.1- Social Media Marketing Before actually performing our job we had to learn how companies utilize SMM, so we had got an assignment of studying different companies marketing on social platforms. Following is the report we had made on different firms from different industrial sectorImplementation Strategy Content Creation Strategy 1. Updates on current events in form of micro blogging, videos and photos. 2. Updates on current offers & discounts. 3. Encourage discussion among the community members & enable them to share their experience & information via microblogging, pictures & videos 4. Contact various restaurants, pubs, resorts etc to get the latest information, offers or events they are conducting. 5. Get various information from the following sites: http://www.bpbweekend.com/ (brown paper bag) burrp.com www.cnngo.com/mumbai events.buzzintown.com mumbai.clickindia.com/events snapdeal.com

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CONCLUSION
Digital marketing is a term that has been around for quite a time encompassing things like banner advertising, search engine optimization (SEO) and pay per click (PPC). To clearly define what digital marketing is, it does not include more traditional forms of marketing such as radio, T.V, billboard and print because they do not offer instant feedback and report. Sure, 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. At its heart, digital marketing centers around the internet, 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, relevant, personal and cost-effective manner. Digital marketing solutions include the use of multiple channels of delivery, along with the use of both Push and Pull marketing techniques. Both of these are used to deliver messages and information about products and services to customers, along with any others who submit enquiries. Digital marketing campaigns have yielded greater conversion rates for affiliates than e-marketing strategy alone, because it is not restricted to the internet. It may seem to be hard to believe, however, there are many people in this country who do not own a computer or have access to the internet. In India digital marketing is still in the cradle stage, however, now people have started expecting innovative, fast and yet personal form of marketing. Digital
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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. Social Media is one of most important tool in todays world. Social media has act as a link between end user and brand. It has helped the consumer to directly reach the brand and vice-versa. While social media learning the most important thing was to handle the platforms like a brand and not the mediator. We hope that this digital marketing report helps shed light on an advertising medium which is economical, fast, accurate and creative. General trends will give you an idea of what platforms/channels are generating responses.This information needs to be balanced against what your own stats, stakeholders and audience are telling you You need to gather and rely on this information.The message and the way it is delivered are most important aspects of any campaign, 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.e Digital Media Marketing

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BIBLIOGRAPHY & WEBLIOGRAPHY

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

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