SYNOPSIS ON

A STUDY ON CUSTOMER ACQUISITION

STRATEGY OF BJ AIMS PVT LTD

Faculty Guide

Submitted by

Dr. Bharat Bhushan Singh

M.SURESH

Reg.No:9064

INTRODUCTION
Digital Marketing:
The promotion of products or brands via one or more forms of electronic media. For
example, advertising mediums that might be used as part of the digital marketing
strategy of a business could include promotional efforts made via the Internet, social
media, mobile phones and electronic billboards, as well as via digital and television
and radio channels.
Digital Marketing is a sub branch of traditional marketing and uses modern digital
channels for the placement of products e.g. downloadable music, and primarily for
communicating with stakeholders e.g. customers and investors about brand,
products and business progress. So digital marketing is about two things access to
your products and communication. Alex Ashley Roberts
The application of the Internet and related digital technologies in conjunction with
traditional communications to achieve marketing objectives. Chaffey.
Ultimately, Digital Marketing can be simply defined as: Achieving marketing
objectives through applying digital technologies. Chaffey
Digital marketing isnt just another new channel for marketing. On the contrary, its a
refreshingly new approach to marketing which offers a unique understanding of
consumer behaviour. Douglas Idugboe
Digital Marketing is an emerging marketing technique that makes use of electronic
devices such as personal computers, smart phones, cell phones, tablets and game
consoles. These devices help in engage 24X7 with customers. Digital Marketing
applies technologies or platforms such as websites, e-mails, apps (classic and
mobile), search engines and social networks. Search Engine Optimization is a
component of digital marketing.
History:
Digital Marketing was introduced in1990s and from recent past onwards digital
marketing became more sophisticated as an effective way to create a relationship
with the consumers that has depth and relevance.

In last few years the idea of buying and selling has tremendously changed over
online. Today, companies, brands and personalities are using social media
techniques to reach out people. Such techniques are used by social media and
digital marketing agencies to gain website traffic or attention through various social
media sites. Social media platform is not only effective but is also relatively
inexpensive than other media. Here one gets a chance to interact, build relationship
and reputation for their brands. However, choosing the best social media agency in
India can be easy task now a day.
Digital marketing is often referred to as 'online marketing' or 'internet marketing'. The
term 'digital marketing' has grown in popularity over time. Now in India its growth rate
is increasing day by day.
Digital marketing market size in India is estimated to touch close to Rs 2,000 Crores
in the next two years from Rs 1,400 Crores now, say management experts.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital Marketing is a powerful engine in all business, regardless of their size. If
youre just getting started and would like to know more, download our introduction to
Digital marketing eBooks which takes you through the basics of digital marketing,
Explains how it fits into marketing and how you can use it to develop your brand an
Increase sales.

Essentially, Digital Marketing is the utilization of the Internet in order to reach the
desired target market, via some of the following channels:
Social Media (Facebook, Twitter).
Websites/Blogs (WordPress.com).
Multimedia Advertising (YouTube.com).
Online/Search Engine Adverting (Google AdWords, SEO).
Email Marketing.
Digital Marketing includes these services.
Online Marketing:
Website Optimization

Search Engine Optimization

Video Search Engine Optimization
Social Media Optimization
Search Engine Marketing
Blogs & Forums
Online Display Advertising
Email Marketing:
QR codes
Mobile Marketing:
Messaging (SMS & MMS)
Mobile Internet
Mobile Apps
App Advertising
Radio Marketing:
Radio Advertising
Podcasts
Interviews
Sponsorships
TV Marketing:
TV Advertising
Sponsorship
Product Placement
Interviews
E-Media Marketing:
Video, audio and content delivered via electronic devices
Types of Digital Marketing:
Two different forms of digital marketing exist
In pull digital marketing, the consumer actively seeks the marketing content, often
via web searches or opening an email, text message or web feed Websites, blogs
and streaming media (audio and video) are examples of pull digital marketing. In
each of these, users have to navigate to the website to view the content. Only
current web browser technology is required to maintain static contents. Search
engine optimization is one tactic used to increase activity. In 2003, Martin et al found

that consumers prefer special sales and new product information, whereas
"interesting" content was not useful.
In push digital marketing the marketer sends a message without the recipient
actively seeking the content, such as display advertising on websites and news
blogs. Email, text messaging and feeds can also be classed as push digital
marketing when the recipient has not actively sought the marketing message. Some
of the latest developments include:
1. Segmentation: more focus has been placed on segmentation within digital
marketing, in order to target specific markets in both business to business and
business to consumer sectors.
2. Influencer marketing: Important nodes are identified within related communities,
known as influencers. This is becoming an important concept in digital targeting. It is
possible to reach influencers via paid advertising, such as Facebook or Google
AdSense campaigns, or through sophisticated SCRM (social customer relationship
management) software, such as Microsoft Dynamics and Sales force CRM. Many
universities now focus, at Masters Level, on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking
marketing content while Push digital marketing occurs when marketers send
messages without that content being actively sought by the recipients.

ABOUT BJ AIMS MEDIA:

The BJ Group Consists Of BJ Aims Media Pvt Ltd. -The Out of Home Advertising,
Mobile & Digital Advertising Division, BJ AIMS power Division & BJ AIMS hospitality
Division.
BJ Aims Media was established in 1995 under the dynamic leadership of Mr. M.
Balarama Krishna an alumni of BITS, Pilani & M. Jayasree an expert in the Fitness
Industry with the aim of doing & introducing innovative concepts in the Out of Home
Advertising Arena. BJ Aims Media Pvt Ltd was established in 2011 March. The
mainstay of BJ Aims Media is out of Home Advertising in Urban, Semi Urban &
Rural areas. We can take your message and promote the same Nation Wide. Its
presence is strong in the South for undertaking Promotion Activities/BTL Activities.

There is a revolutionary shift in how people started to connect with brands, products
and services. BJ Aims Media recognized the importance of the Branding and Internet
marketing for thriving in the digital revolution and gaining the extra edge to be the
best in the market.
The success of BJ Aims Media team will be built on four basic principles of Digital
Marketing service. They are listening, planning, analysing and optimizing. The
passionate team of enthusiasts at BJ Aims Media will work with Global brands from
diversified sectors. This experience enables them to grasp multiple patterns of digital
trends to set up quality standards in BJ Aims Media services.

Vision
Our Vision is to be one of the leading out of Home Indian Advertising Agency of the
country by 2015 by providing credible, authentic & transparent services and being
the medium for the effective communication of Brands Nation Wide.

Aim & Mission

To provide every client a whole range of Out of Home communication products with
the AIM of Cost effectively reaching their Target Audience.

SWOT Analysis
Strengths:

30 years of cumulative experience in marketing and strategy building.

Integrated Marketing Services.

Web Design/Development Services

Digital Marketing Services

Experienced Team of employees

Strong Network ( in and out)

IT Infrastructure

Weaknesses:

Limited to specific technologies

Dependence on outsourced technicians for patch work

Lack in marketing team

Lack in professionally trained team

Opportunities:

Can use existing networking base to create more opportunities

Potential growth in the sector

Business can be expanded

Threats:

Social and Political circumstance

Decrease in dollar rate

Increasing competition

SIGNIFICANCE OF THE STUDY

This study is important for the company as well as for the industry; it helps for the
organization to restructure new marketing strategies to approach new and potential
customers to get attracted towards SEO service in Digital Marketing. Moreover
customers can have long term business relationship with the organization.

OBJECTIVES: To know what are the strategies followed by BJ AIMS to acquire new
customers.
To know how the customers and clients are benefited through BJ AIMS.
To know the plans and price offered by the clients to advertise in their
websites.
To know what are the benefits for the customers with the new plans offered by
BJ AIMS.
To find out the potential clients for BJ AIMS.

METHODHOLOGY:
The data is collected by sending the mails to the clients (travel and culture
based websites) and by calling them. Most of the data is collected from the
secondary data.

LITERATURE REVIEW
Digital Marketing Trends in 2015 by Robert Glazer
Here are some of the biggest trends in digital marketing that are only going to get
bigger in 2015:
1. Unified multichannel marketing: Excellent digital marketing is seamless. Next
year, consumer expectations are only going to rise as the number of digital
touchpoints increases. To be effective, digital marketing must be synchronized and
cohesive across all channels. If consumers see disjointed messaging or creative
across different channels, theyre going to be distrustful of that brand.
2. Mobile-optimized websites: Consumers have been clamoring for a truly mobile
experience for years now, and as they research, browse, and make more purchases
on their mobile devices, the importance of a well-designed mobile site grows
exponentially.
Consumers simply wont tolerate a sub-optimal mobile experience anymore, and
soon this will affect your search engine rankings, too. Google has announced that
mobile-optimized sites will receive favorable treatment in mobile SEO, so expect the
emphasis on mobile to continue to grow.
3. Personalized messaging: Marketers in every industry agree that personalized
digital messaging is their next big area of focus. And thanks to sophisticated new
tools and platforms, its becoming even easier for companies of all sizes to achieve
these one-to-one customer connections.

Consumers arent as put off by personalized messages from brands as they used to
be, and theyre becoming increasingly sensitive to irrelevant marketing directed at
them. Plus, personalization works. Targeted calls to action have a 42 percent higher
view-to-submission rate than standard calls to action. Start making more personal
connections with your customers now to take advantage of this growing trend.
However, some companies have started to test personalized pricing based on user
attributes, and this practice has created a lot of distrust and negative feedback.
4. More effective attribution modelling: Attribution has been a hot topic at almost
every digital marketing event this year. Attribution is crucial to making accurate, datadriven decisions, and its something marketers consistently struggle with.
With the ever-growing number of touchpoints across a variety of channels and
devices, more businesses are realizing that crediting conversion to the final stage in
the customer journey also known as last-click attribution is missing a big part of
the picture.
To make more accurate decisions, businesses are starting to recognize the value of
other attribution models, such as multi-touch, time-decay attribution, position-based
attribution, and more.
Next year, also be on the lookout for brands to project internal attribution models
externally in terms of how they compensate their partners.
5. Content marketing: The high success rates of smart content marketing are
feeding its rising popularity. Thats why 70 percent of B2B marketers say that theyre
creating more content than they did a year ago, and 80 percent use at least one paid
advertising method to distribute content.
REFERENCE:

http://www.bjaims.in
http://www.ibef.org/industry/media-entertainment-india.aspx

http://en.wikipedia.org/wiki/Digital_media