DECLARATION

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

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

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

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INTRODUCTION:- 4 . advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet.3 Strategies for digital marketing 1. mobile phones and electronic billboards.4 Distinguish between SMO and SMM 1. as well as via digital. For example.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.DIGITAL MARKETING 1. social media.1 Definition 1. personal and cost-effective manner. television and radio channels.2.5 Digital marketing Process 1.6 Digital marketing media channels 1. 1.the weakness to which they can improve and have a better working environment. relevant.2 Introduction 1. CHAPTER 1.

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

Most modern cell phones can basically do everything a computer can do. few years it was impossible to talk to your relatives and friends staying abroad but these days it‘s actually possible with hardly any cost. because traditional media methods are in the past and that is probably where they will stay. Take an example of Skype. Let us take one more example. It would probably be a good idea to stay up to date and know about digital media. When they were first invented. The Internet has simply revolutionized the way we live our lives and is incorporated into so many aspects of our day to day life. initially people use to take hours for shopping but now-days everything is accessible online. 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. you just require an internet connection and your call is free. Let‘s take an example. cell phones were used strictly as a communication resource between two people. storing pictures and music and even connecting to the Internet.offer online classes. Along with the Internet. cell phones have also come a long way since they were first launched. especially since so many people own and use a cell phone. cell phones can just about do it all. The world has become smaller people because of the various facilities and technologies available. 6 . from typing of documents. Initially we to used to say that the world changes in 10 years that is 1 decade but now due to up gradation of technology and changing scenarios. Cell phones are a perfect example of digital media. the entire technology is changing in the period of just 3 years. but now they can do just about everything with little focus on the phone feature.

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

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

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

what they like and how they behave  Improve campaign effectiveness  Track the performance (marketing dashboard) Manage: Content storage and management  Site and layout management  Interaction monitoring and management. The below chart highlights all the various mediums that are used by the firms today for digital marketing. 10 .DIGITAL MARKETING MEDIA CHANNELS The digital marketing sector uses many different digital marketing media channels.5. Determine who and where influences are  Enable and encourage content sharing Monetize  Empower customers to make buying decisions  Grow brand loyalty and advocacy  Sell ads and subscriptions Optimize: Know who the target audience is.  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.

such as:  Target group demographics. psychographics.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. and channel consumption habits  Product or service type  Business and Campaign objectives  Individual channel strengths in delivering the campaign objectives  Cross-channel synergies Here are the tables for each major channel: 11 .

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. and other • Percentage of New relevant content Visitors • Keep your clients updated • Customer support and FAQs • Improve communication with • To provide a forum for customers dialogue • • Keep the edge on competitors Provide convenient support for your customers Improve business to customer relationships • 12 . presence downloads.

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

interested prospects) newsletters) • • Faster response 14 . paperneeded other online activities.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. • Ability to demonstrate build upon integrated e. or alternate test Highly campaigns) • For new product personalized/targeted announcements • Conversion rate Round the clock • For knowledge-based • Cost Per Click marketing offers. based) historical data.g.• • To synergistically • Third-party solutions. • When the offer is competitive data where Interactive time-sensitive available. RSS feeds. 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.g. e.

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

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 16 .

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

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

LTD.9 Other Ventures 2. 2.1 Introduction 2.7 Rules and Regulations 2.6 People development at Binary 2. New Users – The number of users that first used your app during a period of time. • • CHAPTER 2: BINARY WEB SOLUTIONS INDIA PVT.of unique application users over a period of time.4 Resources 2. • Active User Rate – Ratio of the number of app users to the total downloads.2 Vision.1.5 Organization Structure 2.INTRODUCTION 19 .3 What we do 2.8 Major Clients 2. Mission and core values 2.

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. and of course anything…. will do it….. That aim is work hard and smart for our clients to make their online and offline businesses better in all aspects 2. the idea behind it is very simple anything…. since then the aim has never wavered. 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. 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. 20 . strategic and technical specialists all extremely passionate about the digital and creative industries and what they do. MISSION AND CORE VALUES:2. sounds too good to be true? try it yourself. people and technology. every step of the way. They are passionate about effectively communicating your message to your audience.2.1-VISION:Our slogan is ―Will do it‖……. best ideas.creative we are with you.2 – VISION. Binary is a growing team of 50+ creative.related to IT _ we will do it anything…related to internet _ we will do it anything…related to digital promotions _ we will do it.

MISSON:―To be known and trusted by our customers to deliver top quality services with the help of extraordinary teamwork‖ 2.Together Everyone Achieves More. Dedication:.Integrity is a necessity .2.honesty.We offer nothing but the best through a focus on delivering high Quality service and continuously improving ourselves and our work.2. Teamwork and success go handin-hand Excellence:.3.Every individual is committed to the success of each interaction to the best of his ability. Integrity:.CORE VALUES:Teamwork: .2.2. From full interactive strategy and consulting. along with a rock-solid group of technologically innovative minds. to secrets from our r&d lab and real- 21 .What we do:We offer unparalleled design and creative direction. innovative and to think outside of the box.The environment at binary enables individuals to be imaginative. 2. Creativity:. to production of a database-driven flash site.3. open communication and professionalism drives each and every interaction.

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

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

7.*** 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.ORGANISATION STRUCTURE:.MAJOR CLIENTS:- 24 .4.2.

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Social Pandits:- The ―Social Pandits‖ originates from a well proficient 9 year old Digital Marketing Agency– Binary Web Solutions India Pvt Ltd.OTHER VENTURES:2. 2.1. 2007 ―Social 29 .8..and many more.8. Incepted in Mumbai.

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. unmatched quality standards and yet very much cost effective solutions.ONLINE MARKETING 3.3 Budgets for digital marketing 3.1 Introduction 3.4 Role played as business development executive 3. They serve Strategic Custom Managed Solutions to their clients through Social Media Consultancy. FMCG..Ad Pandit:- A Total online advertising campaign.5 Internet marketing strategy and planning 3. Automobile. Their exclusive cliental list comprises of brands from a number of various sectors including. In short.7 In-house project 30 . 2. Digital PR. Health & Care and Finance to name a few.. this is all what Ad Pandit is about.Pandits‖ is a complete 360 degree Integrated Social Media Marketing Communications Solutions. SMO (Social Media Optimization).2 Services offered 3.6 Work Profile (Clients handled) 3. ECommerce. CHAPTER 3 .2.8. Viral marketing etc.

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. also known as online marketing.INTRODUCTION:Internet marketing. including design. or from consumer to consumer (C2C). search engine optimization (SEO). Optimizing a website may involve editing its content and HTML and associated coding to both 31 . banner ads on specific websites.3.2. Internet marketing is not only refers to marketing on the Internet. but also includes marketing done via e-mail and wireless media.1. advertising. 3. • Broad in scope • creative and technical aspects • placement of media • E-commerce: a model whereby goods are sold directly to consumers (B2C). Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM). SEO considers how search engines work. Internet marketing ties together the creative and technical aspects of the Internet. businesses (B2B). development. the actual search terms typed into search engines and which search engines are preferred by their targeted audience.SERVICES OFFERED Products Authorized to sell: Of the variety of products offered by the company. what people search for. and sales. email marketing.

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

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

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

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

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

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

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you pay for each click your ad receives. Instead of paying $5 for a single click. Instead of paying per click. In a CPM-based campaign. In a CPM-based campaign. advertising is enjoying great popularity. An impression is a single instance of an ad appearing on a Web site. This can add up over time. you're paying $3 for the same 10 clicks. you may pay $3 for 1. Text CPM ads are starting to become more popular and may be a viable alternative to CPCbased advertising. you may pay $3 for 1.000 impressions. CPM (cost per thousand impressions) advertising is still an effective way of reaching potential customers on the Web. If your ad receives a click-through ratio of just 1 percent. in a CPM campaign you purchase a set amount of impressions. you could but 1. In fact. you're paying $3 for the same 10 clicks. you could but 1. or CPC.000 ad impressions.000 ad impressions.CPM-based advertising may be more suited for your company if your desired keywords are very popular and expensive.000 impressions. Let us say that you are spending $1 for each click. while a graphical ad only averaged 1.6 seconds. Although cost-per-click. CPM-based advertising can be a cost-effective alternative to CPC deals. the average view time for a text based ad averaged 7 seconds. Illustration:In CPC-based advertising. Current results have shown that text-based CPM ads often receive more attention that traditional banner ads. To illustrate this point. This can add up over time. CPM-based advertising may be more suited for your company if your desired keywords are very popular and expensive. 10 clicks costs you $10. Instead of paying $5 for a single click. 38 . If your ad receives a click-through ratio of just 1 percent. let's compare the overall expense of two similar campaigns.

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

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

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. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic. 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. every email sent to a potential or current customer could be considered email marketing. 41 .  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. In its broadest sense. 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. However. to encourage customer loyalty and repeat business. jpeg 9.Jpg.

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

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

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

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

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

CLIENTS HANDLED:1.4.com leads  Collaboration with the competitor clients  Analyses of the clients and competitors 3. Besides retail broking through branches in various parts of the country.5. they are also empanelled with leading Financial Institutions for their investment related activities. Commodities and Currency broking companies in India. Roles and responsibilities:  Prepared a Site map and Website structure for VNS.3. VNS Financial Services Company Profile: VNS is one of the leading Stock. our existing client on the company‘s behalf. they believe in professional management and complete transparency.1.  Developed a Search Engine Optimization (SEO) and pay per click (PPC) and social media campaign for our existing client after the proposal was accepted. At VNS.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. 47 .

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

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

For this. my senior had given me the task of making the whole campaign live on air within 2 days. brochure designing for their upcoming Acetech Exhibition at MMRDA in October 2012  Quotation of Rs. The client requirements were stall designing.6. 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 30.2 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.000 people database which was preserved with the company The Google PPC campaign is highlighted as below 50 . 22 lakhs was given to the client  Deal yet to be closed with the client 3.

helped me to get into the insight of the services provided by the company. 51 .Learning’s:  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.  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.

 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. I had studied many other movie channels execution on social media marketing.  Learned the process to prepare a web site. For us it took couple of days to incorporate because of the errors done by us. The best part of analysis was we didn‘t know the client.3.6.  Learned various analytical tools and social media tools 3. And for designing the proposal. The Research of Web site and Social Media both were to be done. 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. so proper R & D of news channels was done without comparing it with the client. Team work 52 . A proper briefing was given to us towards the approach of what all things need to incorporated in presentation.  Learned about social media marketing and its insights. Prepared full new promotion plan for the company‘s promotion and gave a new flow for the promotion of the company. We learnt many new techniques during that period: i.

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

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

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

Name of Channel ABP News BBC CNBC IBN Live NDTV Video Views 12977 13.914 15.897 Name of Channel Fans ABP News BBC CNBC IBN Live NDTV 108K 1.19.037 65.082 1.00.59.323 12.23.409 Subscriptions 236 3.261 2.283 73.31.9million 222k 1million 458k Updates Every 23 hours Every 1hr Every 2-3 Every half an hours hour No Every 4-5 hours No Apps No No Yes Events No No Yes Yes No Poll Questions Yes No Yes No No Name of Channel ABP News BBC CNBC IBN Live NDTV Followers 36668 6003 817539 217902 489183 Following 17 70 565 449 22 Tweets 40554 67 15310 81037 36581 Daily Tweets 35 to 40 1 to 2 7 to 8 40 to 45 55 to 60 56 .

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

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

Social media marketing is able 59 . Social media promotions center around matching content with interested audience as well as stimulating conversation and buzz. This strategy is then presented to the client and if agreed upon then commercials & ROI are discussed.6 SMM strategy formulation 4.1 Introduction 4.1.After keeping all the points in mind you should make an appropriate strategy for your client in a proper format decided.4 Benefits and constraints of SMM 4. it will be clearer to you what your campaign specific marketing strategies and tactics ought to be. Social Media is about building a conversation with your clients and consumers understand their needs and also get their feedback.3 Social media marketing process 4.INTRODUCTION Social Media Marketing is the process of promoting your site or business through Social Media networks.SOCIAL MEDIA MARKETING (SMM) 4. It is considered to be one of the most effective Marketing tools.One should study your competitors who already are doing social media marketing.by target audience / topical interest.2 3 points to adopt social media 4. 6. Making appropriate strategy for your client:. Studying how effectively are they doing so social media marketing. CHAPTER4.5 Current Scenario 4. Studying Competitors:. Once you‘ve done that.7 Work profile 4. 7.

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

IOR (Impact on Relationships) however. is much more effective. Social media can be leveraged to create wonderful marketing masterpieces that are more effective and economic. Social Media Marketing is an effective method that will make your site profitable over time. followers & activity with your audience.000 deal‖. It is a platform that helps a firm increases sales. It is much more important to understand & manage the growth of these elements than use a silly notion like this one we‘ve heard – ―I‘ll only use LinkedIn if it will absolutely generate me a $100. you are interested in generating awareness. These activities will lead to future revenue generation. builds brand image and brand awareness and also help grow community around the product. It helps an organization to reach:   Internal staff Potential employees End consumers Social Media Marketing is considered to be low cost promotional method Those who don‘t have a huge Marketing budget can effectively use social networks to increase their online presence.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. 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. credibility. 61 . You are building relationships with Social Media and as such.

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

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

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

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

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

4 BENEFITS AND OCNSTRAINTS OF SMM:4.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. Face Count Page Fan count as on 1st April 15.347 Facebook. 67 .1. Necessary improvements steps: .4.com/ zeetvpunarvivaah Overview Punarvivaah is continuously getting positive response from their TG.Benefits of Social Media Marketing • It is a cost effective Internet Marketing strategy that can create viral results. The 3 months evaluation analytics shows positive response from the TG. 4. However evaluation can be done in 3 months after execution but for a brand to get response and get engagement in social media needs 6 months.082 Fan count as on 30th June 30.10.

• You have the ability to immediately educate a larger public about your industry & business. • It drives traffic to your website. • You need to interact on point at each location. articles.. 4.2. • In order to get social media‘s full effect. • Increased search engine rankings. • Major social networks integrate with one another. widgets and other social sites.Constraints in Social Media Marketing • Social Media Marketing is more time consuming than companies expect. • Increased inbound links and direct referrals.• Companies have the ability to make ―social‖ connections with consumer markets.4. etc. though can automate some of the SMM process. 68 . when and how to use it and which channels to focus on depending on your end goal of using social media. • Social Media marketing expedites online brand development. blog. blogs. • Reaching targeted market segment. you need to understand how it works. • After new Timeline approach of Facebook we can easily keep a track as per month. • The wrong online brand strategy could put you at a viral social disadvantage..

Through this experience I learnt how a marketer has to talk and sell the services.7.1. Then I was supposed to give to create different strategies to engage with Audience accordingly the content was prepared.The value of social media was qualitative and defined in terms of ―awareness‖. During my approach towards Social media I was suppose to first to R & D of clients existing position and their competitors. 4. 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. Display Banner Ad content and an important think was to convey the message of client to our respective team.7.This was a good experience for studying the infrastructure and interior industries execution on social media and the insight about the posts that 69 .Punarvivaah Learning’s :. This is no longer the case.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. 4.Zee Cinema:- Learning’s:. I also learned to prepare site maps for websites.2. 4. ―engagement‖ and other soft metrics difficult to attribute to ROI.7. how one has to understand the requirements and immediately change and shoot the services that all can be a need to the client.

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

5.4. For ZEE Cinema in particular we had designed a viral marketing video 71 . Explanation: Trivia‘s are the hidden facts of the movie Learning’s:.and Don 2 promotions were already handled nicely by team long back. Big Move:4.ZEE Cinema:- *** ZEE network was our one of the old client. I had checked the content made by my content writer to avoid errors.It was 1 of the most interesting part of my learning‘s because while working on this project coordination was the most important.7. Sometimes I was allowed to use Tweet longer tool but not always.Rock The Vibe:- 4.7. I was supposed to make engagement on Agneepath‘s Trivia. The most difficult part was to make the Trivia and its engagement in just 140 characters. Many projects of ZEE are handled by Binary. It was an actual task. So Zee Cinema team had a confidence in us that we would make it a success. During that period I learnt how you have to convey your message properly but only in the limited characters provided. I was supposed to make engagements of Trivia‘s but by not changing the message of Trivia or missing out some fact.

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

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

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

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

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

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

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

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

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

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

phone no & the institute website.. 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. 82 .Avagmah Business School Mumbai also belonged to the authority handling INIFD Andheri. 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. information about the courses offered by the institute and their admission details. The page of Avagmah already existed with it was given to me to handle. about the institute. email id.  Info: consist of basic information & description about the institute. Like INIFD even Avagmah‘s complete digital marketing was given to binary where I was given the responsibility for social media execution on facebook & twitter.  Notes: notes on the importance of MBA. We dint receive much support & information from the institute on a regular basis so it was completely on us to get the make the strategy & content.  Photos: photos of the institutes events. Before I started handling the page I went for a meeting to get some information about the institute.

helping build brands and boost its equity. 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. Incepted in Mumbai. Digital PR.INHOUSE PROJECTS:4.10. About Social Pandits:The ―Social Pandits‖ originates from a well proficient 9 year old Digital Marketing Agency – Binary Web Solutions India Pvt. they wanted some specialized channel to reach target for social media marketing. As Binary is a company providing all services of digital marketing. So they wanted me to reframe social pandit with a new concept and prepare all its mediums to be reached like website. 2007 ―Social Pandits‖ is a complete 360 degree Integrated Social Media Marketing Communications Solutions.10.. They serve Strategic Custom Managed Solutions to the clients through Social Media Consultancy. company profile.4. telescript. They bring easy accessibility & visibility to all businesses by blending technology with content. Viral marketing etc. this was an in-house project handed to me.but because of lack of time this idea was not very well established by them.. We made tele-script. introduction PPT but as we had less time I could not complete the 83 . introduction PPT etc. Ltd. emailer. company profile. Hence. emailer.SOCIAL PANDITS Introduction:Social Pandits is a venture of Binary itself. They had so formed Social pundits in the name of which all social media marketing projects were aimed to be handled.. SMO (Social Media Optimization).1.

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:- 84 .

Generally they name it as bronze. 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. We designed 4 normal packages that a firm can opt for social media marketing and named them as need. This would give the clients a rough estimation about the packages which can obviously further in meetings be adjusted according to the customer‘s needs.Social Media Pricing:This was given to us to be designed for social pandits website. So by comparing with few we framed this. 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. silver and gold and platinum but we thought of naming it different.followers (end of three months) Youtube Youtube set-up and promotion Weekly youtube management and updates Custome Background and Design Deliverables-viewers (end of three months) Linkedin Comapany Page/ Group set-up 85 Need Yes Ease Yes Comfort Luxury Yes Yes . ease.

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

com/events snapdeal. 2.clickindia. pictures & videos 4.1.OUR ASSIGNMENTS & LEARNINGS 6.2.com mumbai. Updates on current events in form of micro blogging.bpbweekend.Learnings 6.com www.buzzintown.1.CHAPTER6.com 87 . videos and photos. 3.1. Encourage discussion among the community members & enable them to share their experience & information via microblogging. Get various information from the following sites: http://www.cnngo.Assignments 6.OUR ASSIGNMENTS: 6.com/mumbai events. Updates on current offers & discounts. pubs.Social Media Marketing Before actually performing our job we had to learn how companies utilize SMM. offers or events they are conducting. Following is the report we had made on different firms from different industrial sectorImplementation Strategy  Content Creation Strategy 1.1.com/ (brown paper bag) burrp. 5. resorts etc to get the latest information. so we had got an assignment of studying different companies marketing on social platforms. Contact various restaurants.

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

The message and the way it is delivered are most important aspects of any campaign.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. fast. General trends will give you an idea of what platforms/channels are generating responses. ‗Digital‘ is no different Success is not driven by technology – technology supports potential for success.This information needs to be balanced against what your own stats. 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. Social Media is one of most important tool in today‘s world. 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. accurate and creative.e Digital Media Marketing 89 . 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. stakeholders and audience are telling you… You need to gather and rely on this information.

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

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