Project Report

On

Digital Marketing
at

in partial fulfillment of the course

Digital Marketing

Submitted By

Jagmeet Singh Bajaj

[Roll No: 401207012]

Under the Guidance of

Dr. Amit Kumar
Bhardwaj

L.M. Thapar School of Management

(Thapar University, Patiala)

Dera Bassi Campus, Mohali - 140507

2016
CONTENTS

1. INTRODUCTION

2. DIGITAL MARKETING PRACTICES AT INFOSYS

3. USE OF WEB 1.0 TECHN IQUES AT INFOSYS

4. USE OF WEB 2.0 TECHN IQUES AT INFOSYS

5. CUSTOMER ADVOCACY AN D REPUTATION MANAGEMENT

6. DIGITAL MARKETING ROI AT INFOSYS

7. FUTURE PROPOSALS IN DIGITAL MARKETING BY INFOSYS

INTRODUCTION

COMPANY HISTORY

Infosys was co-founded in 1981 by CEO Narayan Murthy, Nandan Nilekani, N. S. Raghavan, S.
Gopalakrishnan, S. D. Shibulal, K. Dinesh and Ashok Arora all of whom were former
employees of Patni Computer Systems. They started off as Infosys Consultants Pvt Ltd. in Pune,
Maharashtra. The first client of the company was Data Basics Corporation, New York in 1983.
The company started its business with a mere $167. In a span of few years, Infosys reached
new heights in IT services. It was then that they moved their headquarters to Bangalore,
Karnataka.

Infosys changed its name to Infosys Limited when they went public, they made a public offer
in the year 1993, offering Rs.98 per share. In the year 1994, the company offered 5, 50,000
shares to public at Rs. 450 each. It has around 890 clients from 30 countries all over the world.

COMPANY PROFILE

Headquartered in state of the art facilities in Bangalore, it has offices in 23 countries and
development centres in India, China, Australia, the UK, Canada and Japan. From the
beginning, the company was founded on the principle of building and implementing great
ideas that drive progress for clients and enhance lives through enterprise solutions. The major
product of Infosys is Finacle. It is a banking solution catering to almost all of the retail banking
solutions and its working modules for corporate sectors as well. Infosys had been involved in
acquiring some of the other set ups. In the year 2003, the company acquired an Australia
based IT service for $23 million. Infosys also provides BPO services and in the year 2009,
acquired Mc Camish System in Atlanta.

Infosys was the first company to successfully provide computing services from India to clients
around the world, often at much lower cost. As the pioneer in IT outsourcing, it has paved the
way for what has now become a $40bn industry. Today, the company handles a wide range
of IT contracts for many of Europe and Americas leading corporations from software
development to system maintenance for multiple clients. It also provides back office support
to many more, extending from order processing and customer support call centres through
to high-end actuarial analysis for the insurance industry.

PRODUCT OFFERINGS

Infosys provides software solutions in various categories such as:

Banking Suite
Big Data
Cloud
Customer Service
Distributive Trade
Micro-Commerce
Sourcing & Procurement
DIGITAL MARKETING PRACTICES AT INFOSYS

Being itself a Digital marketing solution provider for various companies, Infosys excels at it. It
has exceled positioning itself well in the market through its Digital Marketing. It has been able
to build stronger and deeper consumer relationships through experience contextualization
and personalization, analytics for insight driven actions and digital program execution for
superior ROI.

The Digital Marketing at Infosys focusses on the following aspects:

The Digital Marketing experience at Infosys:

USE OF WEB 1.0

Web 1.0 which is the first step in Digital marketing that enables the customer to view your
company by sitting in front of their PCs is very important for any company. Infosys makes sure
that the customer have the best experience while looking up their site and can find the
product offerings and any relevant information about the company very easily.

Overall Site experience is very exciting as it is a very dynamic site. It includes hyperlinks to
various other sources and material where we can gather more information about the
domain we are interested in.

The key areas where the site focuses at is:

CUSTOMER ENGAGEMENT

Recent News flashing and moving on the top most part of the site

Making the site engaging through posting articles on their values, recent
developments etc.

InfyTalk Executive blog post is being used as way to communicate with the customers
directly with the top management showing transparency
 References to the inputs and working with the clients in order to maintain Integrity
with the customers

In this way Infosys has built their site on these 3 aspects which affect the behaviour of
consumer:

Web 1.0
experience

Be More Do More Know More

Be More: This part on the website focusses on how the company wants to improve
and perform better. And how is the response of the customers where they emphasize
on how they are actually the better option in the Industry.
Do more: This part focusses on what additional and advanced technology wise
improvements and projects they are doing. This part of the website is specially
designed in order to make customers aware about the company, its products, its
performance and how it has benefited the customers who are doing business with
them.
 Know More: This section on the website is completely for knowledge purpose about
the company,

IN SYNERGY WITH THE MARKETING PRACTICES

The focus area of the marketing through Web 1.0 is on the aspects of Awareness and
Familiarity mainly.

So in this way it provides a seamless, consistent and engaging experience across all the
marketing channels sending the right information to the customers.

SEO, SEM, ADWORDS AND VIRAL MARKETING

Such activities are Non-core to the company but due to the changing trends it is being given
much importance.

This is being done at Infosys through following ways:

Effective webpage design: Discussed earlier.

Content Management: They regularly update the content and post customer
relevant content in the customer relevant section in their site.
 Campaign Set up: They have their campaigns setup according to what the
organization needs, SEM providers make use of tools in order to execute and optimize
the campaign.

Hence it leads to various Advantages associated with Campaign Management which are:
USE OF WEB 2.0 AT INFOSYS

Web 2.0 refers to the adoption of open technologies and architectural frameworks to
facilitate participative computing, thereby creating enhanced customer experience,
collaboration and co-creation of value. It relies heavily on creating and leveraging network
effects by enabling interaction between a large numbers of participants. Customer and
partner facing processes using Web 2.0 have the potential to transform inter-entity
collaborations and commerce by enabling various types of commerce such as business-to-
consumer (B2B), business-to-business (B2B), consumer-to-consumer (C2C), business-to-
enterprise (B2E), business-to-government (B2G), etc.

Web 2.0 is about harnessing the potential of the Internet in a more collaborative manner with
emphasis on social interaction. It has less to do with technology and more to do with
facilitating participation and leveraging the collective intelligence of peers.

Infosys believes that the Internet provides opportunities for co-creation spanning the entire
value chain, from generation to retail services. Utilities can enable customer participation
and self-service through Time-of-Use (TOU) pricing and DR program.

Infosys believes that utilities can engage customers by:

1. Increasing customer awareness and involvement in their utility service, and elevating
"going green" to a social revolution
2. Meeting the rising customer expectations through social networking
3. Providing customers with self-service functions though Web 2.0
4. Leveraging social commerce for retail services

Infosys Utilises Web 2.0 social network-enabling features such as wikis, blogs, polls and video
sharing, in order to reach out to new customers and business partners.

Twitter posts:

Facebook Page:
Social Media Mentions on Website:

THE SOCIAL MEDIA COMMAND CENTER (SMCC) MODEL OF SOCIAL MEDIA INITIATIVES

It does the following three activities:

Monitor

Act Measure

The SMCC helps them to manage their social media strategies in real time and be
ultra-responsive to conversations happening about the brand on social networks.
It derives critical business insights from extensive social data.
It addresses the needs of multiple stakeholders, helping them to understand and
respond to varying view on same topic.
Connects with customers in real time

THE SOCIAL MEDIA MARKETING PORTFOLIO

CUSTOMER ADVOCACY AND REPUTATION MANAGEMENT

CUSTOMER ADVOCACY MODEL OF INFOSYS

The Command Center at Infosys leverages various point / platform solutions from Infosys to
aggregate listening, analysis and engagements based on the various campaigns / tracks
run. Being a real-time team, the Command Centre will be able to pick trends and chatter to
quickly respond to any buzz related to their brand or the operations.

By integrating varied services, tools and processes, the Command Center creates an
enterprise-level deliverable that can be consumed by varied stakeholders, in addition to
providing consistent and scalable social execution.

THE STEP BY STEP APPROACH FOR CUSTOMER ADVOCACY

CUSTOMER GRIEVANCE AND REPUTATION MANAGEMENT AT INFOSYS

Social listening and classification of chatter to identify opportunities to engage

Supporting consumer engagement around topics being discussed on your branded
community as well as public social communities
They provide support for three modes of response: triaging to relevant teams to
respond, owning the response, coordinating and posting on behalf of identified
stakeholder groups
Identifying key influencers with relevance to the social activity of consumers
Engagement and influencing the influencers / leveraging their reach
Also includes typical blogger outreach programs to create market awareness and
buzz

SOLUTIONS CATERING TO DIFFERENT CUSTOMER PAIN POINTS

METRIC USED BY THE COMPANY FOR ROI

There are some Technical and operational challenges faced by the company for getting ROI
from the channels. Which the company deals with by using the 3-C Philosophy in order to
enhance the ROI from the channels.

3C
Philosophy

Capability Consistency Cultivation

 Capability
Improvements

Cultivating
Consistency Strategies
Improvements
FUTURE TECHNOLOGY AT INFOSYS

THE 5 TH P OF MARKETING

Infosys has come with this 5th P that is Post Purchase marketing that activates the Loyalty
factor. It is for customer retention and can this after when customer has buoyed from the
company.

The frame work of post purchase marketing in order to transform the customer into loyal
customer.

This steps need the assistance of BIG DATA and this is where it comes into picture.

And by using INTERNET OF THINGS they measure which kind of advertisement will be best
suited to the customer.
Some of the very recent News trending on Twitter for Infosys.

REFRENCES

https://www.infosys.com/
http://www.ebusinessforum.gr/old/content/downloads/Web-Marketing-Mix.pdf
Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization-
Book by Olivier Blanchard
http://www.gbv.de/dms/zbw/750355344.pdf
Digital Marketing Strategy: An Integrated Approach to Online Marketing- Book by
Simon Kings north
Reference material provided in the class.