0

A REPORT
ON
UNDERSTAND THE ECOSYSTEM IN
DIGITAL MEDIA MARKETING

By
KAPIL GULLIYA
Enrollment No. 046123015

DIGILANTERN Pvt. Ltd

Date of Submission:

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 DECLARATION

I, Kapil Gulliya , enrollment no: 046123015 , hereby declare that this project work
entitled “Understand the ecosystem in digital media marketing” is my original
work.

I further declare that this report is based on the information collected by me and
has not been submitted to any other university or academic body.

Date:

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 ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my

guide Mrs. Ruchika Khanna for his exemplary guidance, monitoring and constant
encouragement throughout the course of this thesis. The blessing, help and
guidance given by him time to time shall carry me a long way in the journey of life
on which I am about to embark.

Lastly, I thank almighty, my parents, brother, sisters and friends for their constant
encouragement without which this assignment would not be possible.

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 CONTENT

S.No Title Page No

1. Executive summary 1
2. Introduction 2-3
3. Company profile 4-10
94. Literature review 11-14
5. Scope of the study 15
6. Objective of the study 15
7. Research methodology 16
8 Digital marketing
-Introduction 17
-Digital marketing channels 18-26
-Business development process 27-33
9. Content writing 34-45
10. Face book generic posting 46
11. Directory submission 47
12. Research problem 48
13. Findings 49
14. Conclusion 50
15. Management learning 51
Bibliography

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EXECUTIVE SUMMARY

The project work is pursued as a part of MBA (Masters in Business Administration)

Curriculum at “Delhi Institute of Advanced Studies”. It is under taken as an internship at
Digilantern, Delhi. The project is done under expert supervision and guidance of Mrs.
Ruchika Khanna (Assistant Lecturer) and Mr.Faiyaz (Manager, Digital Marketing at
Digilantern).
Title of the Internship Report is “Understand the ecosystem of digital media
marketing” and Objectives of the Internship are to understand the requirement of
clients, formulating strategies for clients, executing those strategies to achieve their
brand objectives and understand the change in consumer buying behavior in digital
era.

Thus it gave me the opportunity to learn about digital marketing services and my tasks was
divided in 4 phases:
1. Services knowledge: This included the theoretical knowledge about the field and services
which needed to be marketed.
2. Executing Digital Marketing Activities: This included the implementation of the
knowledge imparted to me and the test of my marketing skills. Initially I was accompanied by
company guide so that I can learn how to perform and understand the concept. This also
enhanced our interpersonal skills and confidence level.
3. Writing: This included content writing for social media and client’s website.

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4. Research: To understand the consumer buying behavior in digital era.

Methodologies used for achieving the objectives are client servicing and a
research.I have done one research using an online questionnaire. The title for the
research is “Understand the consumer buying behaviour of Indian in digital era”.

The successful completion of this internship indicates that the future of marketing
is in the hands of digital. I conclude my research by quoting again that “Brands
can’t sustain without digital presence”

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 INTRODUCTION

To begin with, as a part of the curriculum a summer internship programme was to

be conducted for a period of two months. Given a choice one was allowed to
choose the field in which he/she was interested. As my interest and curiosity was in
online or digital marketing I choose to work with a Digilantern. Digilantern is
Delhi based online marketing & web development company focused on providing
you business-centric strategic solutions to the companies. I choose the company to
explore about digital marketing? Because it is booming industry, the growth of
digital marketing is tremendous and expected to grow more.

Due to this summer internship, I learnt every aspect of digital marketing include
(business development process, content writing, social media).Digital marketing
companies follow a standard process of approaching clients. There are certain steps
which cannot be altered or skipped. These are followed in sequences and executed
after evaluating the process again and again. In digital marketing your team should
be strong enough to deliver what your client expecting, as under digital marketing
everyone work is interconnected and with a team only one campaign can get ready.

An extensive literature review is done on the concepts and theories related to web
advertising. A review of Research papers, articles is undertaken to take note of and
acknowledge work that has been done in the field of web advertising. The

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secondary data is collected from reputed Journals and Magazines, Newspapers,
articles, Internet websites and Archives.

It was an amazing experience working virtually and on field. I came to many new
terminologies of digital marketing, corporate world etc. The project contain the
task which has been done by me during my internship as well as what I have learnt
from it.

Limitation of the Internship

1) The time span for the project is limited
2) The problems with using paid tools for relevant data, example like
ComScore.
3) Time of campaigns for some client is more than three months

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 INDUSTRY ANALYSIS

(BUSINESS MODEL OF INDUSTRY)

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform

Clients would give authority to agencies, to wear the shoes of clients. Agency will
create ads, which may be banner ads or videos. After the creation and getting
approval from clients, agency while find out the portals or websites where the T.G
is present. Later give the order to DSP or ATD, this order contains details
regarding where to place ads or which portal is requiring to placing the ad. This

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DSP/ ATD will bid in ad exchange for that portal. Otherwise agency can directly
approach to ad networks and give orders. These ad networks buy the inventories
from publisher and give to agency. From publisher view he can sell inventories
through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy
those inventories. Bidding will not only for space but also for T.G which required
for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and
selling of online media advertising inventory from multiple ad networks. The
approach is technology-driven as opposed to the historical approach of negotiating
price on media inventory.

A demand-side platform (DSP) is a system that allows buyers of digital

advertising inventory to manage multiple ad exchange and data exchange accounts
through one interface. Real-time bidding for displaying online ads takes place
within the ad exchanges, and by utilizing a DSP, marketers can manage their bids
for the banners and the pricing for the data that they are layering on to target their
audiences.[8] A supply-side platform or sell-side platform (SSP) is a
technology platform, web publishers of the world use a supply-side platform to
automate and optimize the selling of their online media space.

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 COMPANY PROFILE

DigiLantern was established as an internet marketing company in Delhi and has

grown into a renowned Custom Web Designing and Digital Marketing Firm, with
more than 150 talented experts concentrating on enhancing your online business
vicinity. Fundamental principles of "Tweaking and turning of a web-crawler" have
been adopted in a more organized manner and the company finally got its inception
in a small hut near Patel Nagar, Delhi. With more than 2 years of service to the
web marketing sector, DigiLantern has assembled long-standing associations with
customers globally.
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We are digital architects and an expert team of innovators, web designers,
developers, digital marketers and copywriters, introducing you to the right
audience, bringing extraordinary digital experience. We create better client
experiences by integrating the use of technology, innovative approaches, insights
and analytical proficiency to upgrade marketing of your services.

Vision

Our vision is to set the high standards for Digital marketing & Technology around
the world across all industries through hard work, innovation and creativity until
the preferred outcome is achieved.”

WHAT WE DO

DigiLantern adds critical value at the conception of your project, and puts
outcomes high on the schedule. Our experts are experienced and simply know what
works. We've made it our art to deliver uncompromising strategies that will exceed
your desires - bringing Search Engine Optimization, Social Media Optimization, a
Web Hosting and Mobile Application and of other powerful tools into play.

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Digital Marketing Online & Mobile based
learning Services
Rethink your digital business
strategy, create and integrate Provide content digitization,
digital operations and online-mobile assessment
processes to deliver the tools, LMS, Compliance
customer value proposition management system, rapid
authoring tools and articulate.

Web innovation services

Evolve and transform your business
processes to gain competitive
advantage and enter new markets.

Digital Marketing
Trusted consulting for end-to-end improvement

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Online & Mobile based methods of Assessment & Learning:
Gain insight. Optimize outcomes.

Web Innovation Services:

Web technologies to drive industry leadership

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HOW WE DO

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RESULT DRIVEN APPROACH

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MAJOR CLIENTS OF THE COMPANY

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 LITERATURE REVIEW

1. J Suresh Reddy26 has published article in Indian Journal of Marketing.

Title of article is “Impact of E-commerce on marketing”.

Marketing is one of the business function most dramatically affected by

emerging information technologies. Internet is providing companies new
channels of communication and interaction. It can create closer yet more
cost effective relationships with customers in sales, marketing and
customer support. Companies can use web to provide ongoing
information, service and support. It also creates positive interaction with
customers that can serve as the foundation for long term relationships
and encourage repeat purchases.

2. Neelika Arora 32has published research article entitled “Trends in Online

Advertising” in advertising Express.

The global online advertising revenues are expected to touch US$260.4 bn by

2020. By 2017, Indian advertising industry is estimated to be Rs 63,000 crore
(US$ 10 billion) with both print and TV having a share of 38-40% each. In
India, Internet as a medium is accepted by a wider industrial segment that includes
automobiles, telecom, education, banking, insurance, credit cards, FMCG (Fast
Moving Consumer Goods), apparel/clothing, durables, media, business services
and tourism. Out of these, it is estimated that the banking, FMCG and insurance
sectors together account for 45% of the total advertising spend. In comparison to
this, automotive, travel and retail spend 37% of the total advertising revenue and

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financial service companies spend 12% only. Some of the top spenders in India are
automobiles, followed by brands like Pepsodent, Kellogg’s, Cadbury, HDFC
(Housing Development Finance Corporation Ltd.) loans and Sunsilk. In addition to
these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms-
Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India,
portals like indiatimes.com, exchange4media.com, rediffmail.com,
agencyfaqs.com etc are attracting major online spender.
This article explains demographic profile of Indian users. It also gives the
comparison between global trend and Indian trend, which is useful for my research
work.

Sumanjeet37 has published article on “On Line Banner Advertising”- in

Indian Journal of Marketing.
Online banner advertising has great potential as an advertising medium. It is easy
to create, place and use. It offers companies targeting well educated, innovative,
affluent males/females or students with great potential for success as their
segments are highly represented.

Nicholas Ind , Maria Chiara Riondino have originally published their article
in the Journal of Brand Management. The title of this article is “Branding on
the Web: A real Revolution?”
In this paper difference in corporate attitudes to the Web are discussed and
conclusions as to the way in which branding practice and theory are affected by the
new technology are drawn. This article explains the Web is both a distribution and

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a communications channel that facilitates interaction community building,
openness and comparability.

Jaffrey Graham45 has published his article entitled “Web advertising’s futuree
Marketing strategy”
Morgan Stanley Dean Witter published an equity research report analyzing the
Internet marketing and advertising industry. The report studies research from
dozens of companies and calculates the cost and effectiveness of advertising across
various media. Branding on the Internet works. For existing brands, the Internet is
more effective in driving recall than television, magazines, and newspapers and at
least as good in generating product interest.

Advertising in social media: How consumers act after seeing social ads.
Adapted from Nielsen .
Social media has not only changed how people communicate online, but it has also
changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news, entertainment, and products for
consumption. The next chapters will explain more about each of the world’s
current most widely used social media. There are, of course, many other social
networks and applications (apps) available but considering the study, the focus is
on the main Medias.

Victor Van Valen has published article “Is Your Marketing Smart”
Today advertisers not only need to cater to and directly pinpoint a precise targeted
audience, but they need to customize their advertisements as well. In web media,
you have an idea of who will see your ads, and it create an impact on your
audience. For example, you know Femina Magazine would be great to target

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women so you can promote your new beauty product in this magazine. But when it
comes to online venues, how can you target the right audience when millions are
browsing?

Vikas Bondar has published his article on “sales and marketing strategies”

Internet is a really good thing. The Internet gives people a greater amount of
information as we need. It is the best way to get a comparison of the products that
we need. If we are interested in buying, it is best for us to check the Web sites.
Also if we would like to make our own Web page we can do this, without paying a
lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers
and more. Year after year we get more and more new, interesting information and
in the future the Internet use will increase more than now.
This article explains how internet is useful tool for advertisement

Digital marketing:

According to Garder’s survey (2015), the top priority in digital marketing

investment will be to improve commerce experiences through social marketing,
content creation and management and mobile marketing. Key findings also
revealed that a companies’ marketing success relies mostly on their website, social
marketing, content marketing and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be reinvested
elsewhere. Normally, companies spend 10 percent of their revenue on marketing
and 3 percent on digital marketing, which will increase to in the future. According

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to a 2014 CMO survey published by the American Marketing Association and
Duke University, companies with: less than $25 million in revenue spent an
average of 11% on marketing. $25-$99 million in revenue spent an average of 9%
on marketing.

Content Market :
Brogan(2008) and Ferguson (2009) urge content marketing is not any other thing,
but that is“ a marketing technique of creating and distributing relevant and
valuable content to attract, acquire, and engage a clearly defined and understood
target audience -with the objective of driving profitable customer action”. Going
by that idea Pulizzi defines (2008) content marketing as “the art of understanding
exactly what your customers need to know, and delivering it to them in a relevant
and compelling way to grow your business”.

Content marketing is creating rich contents targeting potential audience and

sharing via content marketing platforms to inform, educate them without selling.
Thus, content marketing is expanding by answering customary issues with the right
kind of content in front of the right kind of audience.

Content marketing communication strategies

Marketing communication strategies are very important nowadays than before. An

optimized informative content can connect with customers and enabling them to
interact with. Therefore, effective and efficient content marketing strategies will
influence customer’s positive interaction with a product and service even it will
increase investment of returns.

SCOPE OF THE STUDY

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This study aims at studying client servicing, business development and digital
marketing process.
This study helps me to get the reality check of a market where actual comparison
between the classroom knowledge and the real situation can be done. By just
learning theory and facing actual situations it concepts and practices might vary.
The study helps to understand the different concepts of digital marketing, but while
implementing it might differ from situation to situation.

This study helps to understand and know how to deal with different kinds of
customers or a clients and how to make an impressive online campaigns.

OBJECTIVE OF THE STUDY

 To study the role of digital marketing in Digilantern.

 To study different digital marketing services.

 To analyze the approach which help them to get more business?

 To understand client servicing concept.

 Understand the consumer buying behaviour of Indians

 To study the growth of Digital marketing.

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 RESEARCH METHODOLOGY

The descriptive research design is used for analyzing and studying the process of
Business Development. It is very simple & more specific than explanatory study.

The descriptive study is a fact finding investigation with adequate interpretation.

The descriptive study aims at identifying the various characteristics of a problem
under study. It reveals potential relationships between variables and also setting the
stage for further investigation later. The results of such research are not usually
useful for decision making by them, but they can provide significant insight into a
given situation. Although the results of qualitative research can give some
indication as to the ‘why’, ’how’ and ‘when’ something occurs, it cannot tell us
‘how often’ or ’how many’.

As the research conducted was observatory there was no questionnaire and hence
no sample size or data interpretation was to be done.

Data Sources:

Primary Data: -

It is a firsthand data which is collected by you only. The different way of collecting
primary data is personal interview, questionnaire, survey etc. As my project is
descriptive study there is no primary data collected as such.

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Secondary Data:-

Secondary data is collected from already existing sources in various organization

broachers & records. Secondary data for the study were collected from the
magazines, websites & other previous studies.

To meet the objectives, the study used qualitative research. The descriptive study
was done through review of existing literature that helped in validation and
extraction of the important variables and factors. Data was collected from
secondary sources. Secondary sources were magazines, websites, books, office
executives, and company data

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 DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

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 Digital Ecosystem

•Search Engine (SEO/SEM)

•Displays (Banners,Rich media Banners)
Integrated •Mobile Marketing
•Social media

Channels •Email
•Video
•Websites

•Analytics

Intergrated •Content management

•Advanced Targeting
•Creative
•Research + Planning
Services •Digital strategy

DIGITAL MARKETING CHANNELS

1. SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a

website or a web page in a search engine's "natural" or un-paid ("organic") search
results. SEO may target different kinds of search, including image search, local
search, video search, academic search,[1] news search and industry-specific vertical
search engines.

As an Internet marketing strategy, SEO considers how search engines work, what
people search for, the actual search terms or keywords typed into search engines
and which search engines are preferred by their targeted audience. Optimizing a

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website may involve editing its content, HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines. Promoting a site to increase the number of back links,
or inbound links, social book marking, directory submission is the another SEO
tactic.

SEO OR
ORGANIC

2. SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages
(SERPs) through optimization and advertising.] SEM may use search engine
optimization (SEO), which adjusts or rewrites website content to achieve a higher
ranking in search engine results pages, or use pay per click listings.

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 SEM/PAID ADS

SEM/PAID ADS

3. SMM (Social Media Marketing)

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Social media marketing is the process of gaining website traffic or attention
through social media sites.

Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks.
The resulting electronic word of mouth (eWoM) refers to any statement consumers
share via the Internet (e.g., web sites, social networks, instant messages, news
feeds) about an event, product, service, brand or company. When the underlying
message spreads from user to user and presumably resonates because it appears to
come from a trusted, third-party source, as opposed to the brand or company itself,
this form of marketing results in earned media rather than paid media.

Engagement

In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business allows
anyone and everyone to express and share an opinion or an idea somewhere along
the business’s path to market. Each participating customer becomes part of the
marketing department, as other customers read their comments or reviews. The
engagement process is then fundamental to successful social media marketing.

Facebook Marketing

Facebook is the world's most popular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already
using the platform -- and you should be too!

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In fact, people are 51% more likely to make a purchase after "liking" a brand
on Facebook. Facebook marketing requires a good intellects and unique thinking
to make the campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a loud
that is why make sure your content should be relevant to your audience and
business.

Thumb rules:

 Emphasize on visualization. Rich visuals make the best content and the best
timelines. ‘Highlight’ posts to give them the full width of the Face book
container. To make it more attractive
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for
 Analyze what works, and what doesn’t work: Face book Insight. Edge Rank.
Social bakers

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Twitter marketing

Twitter’s flexible, real-time platform allows you to get creative and drive results at
the same time. Whether you’re looking to drive sales, increase brand awareness or
launch a product.
Twitter marketing is not much popular than face book but still it has an impact on
audience

The very first thing in twitter marketing you need to understand and learn the
twitter terminologies well.
1. HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search
results for that term.

2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all
of your followers to see the message. So instead of a reply, use a mention. Include

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the @username of whomever you want to mention in your Tweet, and it will
appear in the Mentions section (in the Connect tab). All @username mentions are
clickable and link back to the mentioned individual’s profile.

3 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your
response is public, and will show up in your home timeline and the timeline of the
person to whom you are responding. The reply will also be visible in the home
timelines of people who follow both you and the person to whom you sent
the reply. Meaning, someone not in the conversation has to follow both of the
people replying to be able to read both sides of the conversation.

4.RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button
to send the original message to all of your followers.

5 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the
Tweet box and it will automatically be shortened to 19 characters. This makes it
easier to fit long URLs into the 140 character limit.

6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving
something that’s really interesting to you.

7. DM (direct message)

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You can send private messages to someone, just like an email. For DM, sender and
reciver should be following each other

Thumb rules:
 Remember, you just have 140 characters which twitter is going to expand
soon.
 Utilization of # hash tags Tweets with hash tags get twice the engagement of
those
Create a list of #Hash tags relevant to your brand Build a campaig n around
those #Hash tags and invite followers to re-tweet.
 Posts with images have double the engagement of those without even though
users can’t see them until they click on them. It creates an interest among the
audience.

Linked in Marketing

LinkedIn is the world's largest social network for professionals. With over 161
million registered users in more than 200 countries, more than two million
companies have created LinkedIn Company Pages to vie for their attention. If you
are in B2B business this platform is very useful for you to connect with companies
directors and marketing person.

Pinterest
It is a visual discovery social network. It is a way of sharing images of
anything,from fashion to pets to pot plants. You can crete your own online
pinboards to suits any theme and share ot with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70%
users are female and aged between 25 and 44. So if you are targeting women

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pinterest is the right platform. Pinterest is now one of the top 10 social networking
sites tracked by Hitwise.

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at
crating boards that are culture and lifestyle related. You can create boards on
trends, behind the scences, preliminary sketches for products etc.

Instagram
Instagram, the new revolutionary photo-sharing program, making it easier that ever
to share your best pictures with the world. The social media program allow you to
upload, add digital filters, and then post your pictures on your Instagram-feed, as
well as other social networking sites. You can connect your Instagram account

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with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account. This
makes it easy to share your pictures on multiple platforms all at once.

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Google +

Google has described Google+ as a "social layer" that enhances many of its online
properties, and that it is not simply a social networking website, but also an
authorship tool that associates web-content directly with its owner/author. It is the
second-largest social networking site in the world after Facebook. 540 million
monthly active users are part of the Identity service site, by interacting socially
with Google+'s enhanced properties, like Gmail, +1 button, and YouTube
comments..In October 2013, Google counted 540 million active users who used at
least one Google+ service, of which 300 million users are active in "the stream".

You tube

YouTube is a video Social Networking site, and the 2nd most popular search site
on the Internet after Google, who owns YouTube. YouTube video watching is a
significant activity on the Internet, with over 1 billion visits to YourTube daily and

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over 100 million videos watched daily. And it's easy for anyone who sees your
video to rate it and share it with his Social Network.

ODA (Online Display Ads)

Display advertising appears on web pages in many forms, including web banners.
Banner ad standards continue to evolve.

ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a

process include-

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  Undertake the comprehensive research and analysis the online content.
 Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

MM (Mobile Marketing)

Mobile marketing is marketing on or with a mobile device, such as a smart phone

Mobile marketing can provide customers with time and location sensitive,
personalized information that promotes goods, services and ideas.

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 Email Marketing

It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or current customer database

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 CLIENT SERVICING

Client Service Executive will act as the bridge between the client and the agency.
He will speak to the client to get a brief understanding of what he/she wants. In
addition you will also study the market for the product or service for which the
advertisement is being made, analyze market dynamics, target customers, their
needs and behavioral patterns, the competing product, buying patterns of
customers and various other market related factors.

Responsibilities of a Client Servicing Executive

 The client servicing executive is responsible for handling queries from the
clients.
 Should take down brief from the client and make the desired changes as per the
client’s needs by communicating to the creative team.
 Have an in depth knowledge about the clients' products, brand, culture, market
position and their overall needs/services.
 Should have exemplary communication skills, so as to increase the comfort
levels of the client.
 The client servicing executive should ensure that the client stays with the
advertising agency for a longer period of time.
 Responsible for generating business and billing from the client.

Attributes of Client Servicing Executive

 Coordinates with all the departments in the agency and clients, besides staying
calm under pressure
 Should possess good managerial, presentation and exceptional communication
skills
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 Should spend ample amount of time with the client, fulfilling their needs and
requirements
 Attend meetings with the clients when there is a need and jot down the brief of
the session
 Client servicing executive should be well groomed and properly attired

Steps in involved in doing client servicing is given below.

 Brief: Role of an agency will start only after receiving the brief form
potential clients. Potential clients are actually interested to do some
communication activities. They will forward their brief to two or three
agencies. Brief will contain details like,

 Name of the brand

 Name of the product

 Objectives of brand

 Background of brand

 Target group of the brand

 Challenges of the brands

 Duration of campaigns

 Desired result

 Budget of the campaign

 Creative requirement

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 Pitch Presentation: Presentation made by agency to client based on the
brief forwarded by them. Pitch presentation is like a medicine for the client,
this presentation will give complete idea about market to client and
strategies what brand need to adopts. Client will see the pitch presentation.
If client is satisfied with the pitch, they select that agency for their future
communication process. Pitch presentation while always contain following
details.

 Objectives of brand, marketing and communication

 Analysis of industry based on market size, challenges and

opportunities. For these agencies will use research reports of
researching agencies.

 Introduction of digital media and India. It includes Internet

population of India, Social media and presence of Indian
population..etc.

 Analysis industry in digital. This includes competitor analysis in

digital platform based on no. of search for client, no. of social media
fans and no. of YouTube videos.

 Strategies will complete based on objectives and requirements of

brand the client. Strategies for each client are different.

 Proposal: Above mentioned two step are for new clients. Basically proposal
and pitch are similar in nature but purpose is different. Proposal is for
existing client, if existing client required to start a new campaign agency
will forward proposal to client. Proposal put forward by agency contains

 Campaign objective

 Target market

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  Strategy

 Approaches

 Estimated cost

 Outputs

 Review: Client will review the proposal put forward by agency. Clients will
analysis the impact of campaign based on the cost, reach and result. If client
is not satisfied with the proposal they will inform the agency.

 Revised negotiation: If clients have any problem with proposal, agency

will analysis the proposal and rewrites the proposal based on the interest of
the client. This proposal is entirely different from the last proposal. Mostly
client will like this proposal. If client don’t like this proposal they will ask
the agencies to redo the proposal.

 Final proposal: Proposal which finally put forward to clients by agency,

this need to be more effective and attractive to the client. In most of the
cases clients will like first proposal itself. It will max-to-max go for a
review only.

 Approved: Proposal or pitch need to get approval from client, then only
agencies can able move forward by starting the creative works or other step.

 Estimate Signed: It’s a contract between client and agency. After getting
approval from client, agency need a contract which showing agency to work
behalf of client. It is also know media estimate. This contract consist of,

 Client name and Brand name

 Agency name

 Start date

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  Website / Publisher details where campaigning will do

 Grand Total

 Clicks or leads which expected from campaign

 Commission of the agency, VAT and Service Tax

 Signature of client and Agency

 Releasing Order (R.O): After making the contract and before starting the
campaigning, agency will make Releasing Order and send to publishers/
Vender. Google, Yahoo, Time of India ...Etc are the some of the publisher/
vendors. They are also known as suppliers. Releasing order is also type of
contract between agency and publisher, R.O authenticating publisher to
place the ads in their portals. Releasing order consist of

 Agency name

 Brand Name

 Campaign Name

 Supplier Name

 Period of Campaign

 Clicks expected

 Total Amount of the campaign

 Term and Condition including procedure of payment

 Signature of the agency and Suppliers

 Creative: In this step creative team will execute the idea or plans of
campaigns in to final formats of the ads. Ads may be normal banners, Rich

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 Media ads or videos. Basically creative if one of heart part of the campaign.
Client servicing personal want to convey the needs of the brand to creative
team based on the clients requirements. Client servicing personal will show
the creative work to clients and get approval from them. If client is not
satisfied with the work, agency will redo the creative work and get approval
from them.

 Run Campaign: After completing the creative work agency will start
running the campaign to reach audience. For this client servicing personal
will send the creative work to the publishers. They will do the campaign in
the behalf of agency.

 Reports: Reports submitted by which vendors to agency, based on the

running campaigns of clients. The entire vendor while submit report to
agency, client servicing personal will receive these reports. Reports show
how many people clicked on the ads or total impression obtained.

 Compile: After getting all reports from vendors, client servicing personal
will compile these reports and submit to clients. So client also know how
many impression or click they got from running the campaign.

 Optimization: If client us not satisfied by the campaign result. Agency will

make changes in the campaign for improving the effectiveness and to
achieve objectives. Change may be improving the content quality, changing
the vendor and selecting the new vendors..etc.

 End: End of the Campaign after achieving the objective or time duration, if
the client is interested in going with the campaign agency will do that.

 Review of Campaign: Evaluating campaign based on standard and actual

performance of campaign. It will help to understand what isobar planned

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 and what actually happened. Based on this review agency can able improve
the future campaigns.

 Bills: In this step vendors will submit bills to agency. Agency will compile
all the bills in to one bill and forward to clients. Billing process will be once
in a month.

 Payment: Payment of bill by client to agency and then to vendor by agency

after deducting the commission and tax. Tax including VAT and service tax.

UNDERSTAND THE CONSUMER BUYING BEHAVIOUR OF

INDIANS

As part of this internship, I have done a research to understand the consumer

buying behavior of Indians in the digital era. First, we can understand consumer
buying behavior, Kotler and Keller defined consumer buying behavior as “the
study of the ways of buying and disposing of goods, services, ideas or
experiencesof the individuals, groups and organizations in order to satisfy their
needs and wants”.

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Stimulus is advertisement. Dad is watching a football game and sees an ad for
digital cameras. He thinks, “That looks good.”

First moment of Truth it will happen in the shopping Shelf. He goes to his
favourite electronics store, where he sees a terrific stand- up display for that same
digital camera. The packaging is great. A young sales guy answers all his
questions. He buys the camera.

Second moment of truth is Experience or Post Purchase behaviour. Dad gets

home and the camera records beautiful pictures of his kids, just as advertised. He
becomes loyal to the brand.

Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of
Truth. Google coined this model through research of 5000 shoppers and asked
them a simple question, how many sources of information you will collect before
making a purchase decision? The survey revealed that the average shopper uses
10.4 sources of information, ranging from TV commercials and magazine articles,
to recommendations from friends and family, to websites, ratings to blogs. [25]
ZMOT model of customer buying behavior is like this.

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Let’s take the pervious example; dad purchased the camera after see television ad.
But now, after seeing an ad dad will open his laptop and make a search or ask in
social networking sites or visit company site or see customer rating before making
an action. Then only first moment of truth and second moment of truth will come.
So presence in digital is important for brands, they need to use this platform to
convince customers.

In this ZMOT report Google is advising brands to go for multi-screen marketing.

The reason for this was “77% of viewers use another device while they are
watching TV”. So if brands go for multi- screen it will help to create efficient
stimulus in customers

7.1 Research methodology

Research methodology is a way to systematically solve the research problem. It

may be under stood as a science of studying how research is done scientifically. It
is a system and in-depth study for any particular subject. Its purpose is to find out

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answer to questions through the application of scientific methods. It involves
collection, analysis and interpretation of data. It deals with the application and
utilization of data.

7.1.1) Topic
The selected topic for the research is “Understands the consumer buying behaviour
of Indian in digital era”

7.1.2) Period of study

The study is conducted during the 15 June 2016 to 30 July 2016.

7.1.3) Objectives of the study

Primary objective
 The main objective of the study is to understand the consumer
buying journey in Digital era.

Secondary objectives
 To know affinity in customers for collecting information before
purchase.
 To determine out the media, which is most important in creating
stimulus in Indians?
 To understand the media consumption of Indians.
 To figure out how Indian will purchase a product.
 To understand post purchase behaviour of Indian

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7.1.4) Scope

This study is useful for determining the consumer buying behaviour of

Indians. It can able to help brands to reach their target group through appropriate
media. It will present an idea to brands, based on where to invest in achieve their
marketing objectives.

7.1.5) Sample
Sample means a representation of the whole universe by a small population.
Samples for this research are under Indian youth and young Indians, who come
under 17 to 45 year age groups and who have online presences.

7.1.7) Sample size

The number of sample units selected from the total population is called sample
size. Sample size selected for this study is 100. Among them 64 are males and 36
are females.

7.1.8) Tools
Tools used for this research is an online questionnaire, which consist of 15
questions.

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QUESTIONNAIRE

*Tick the appropriate answer after reading the question.

1. Name -

2. Age –

3. How do you get information about new Products?

a) News b) Advertisement c) Family and friends d) Other sources

4. Do you Collect information before purchasing the products?

a) Yes b) No

5. What type of information will you collect?

a) Quality b) price c) quantity d) attributes e) customer’s experience

6. Did you ever purchase from an online site?

a) Yes b) No

- If yes, then what type of product / services did you purchase online?

a) Fashion products b) electronics c) books d) toys

e) Sports equipment f) kitchen products g) automotives

7. Do you have mobile phone or smart phones?

a) Yes b) No

8. Do you have a laptop or PC?

a) Yes b) No

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9. Do you have an internet connection in any of the above mentioned gadgets?

a) Yes b) No

10. When do you use these gadgets?

a) Home b) college c) office d) while travelling

e) While watching TV

11. What you do with these gadgets?

a) Chatting b) E-books c) shopping d)surfing

e) Games f) watching videos

12. Do you ever notice advertisement?

a) Yes b) No

- If yes, from where?

a) Magazine b) internet c) newspaper

d) TV e) Out of home Ads f) radio

13. Mention one from of media, which you give more importance?

a) Magazine b) internet c) newspaper

d) TV e) Out of home Ads f) radio

14. How do you normally purchase a product? (Can choose more than 1)

a) Research in mobile and purchase from retail shop

b) Research in laptop and purchase from retail shop

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c) Research in mobile and purchase from laptop

d) Research and purchase from mobile

e) Research and purchase from laptop

f) Visit the retail shop and purchase from mobile

g) Visit the retail shop and purchase from laptop

h) Visit and purchase from retail shop itself

15. After purchase, what type of experience will you share with others?

a) Good experience b) Bad experience c) Both

16. How will you share your experience with others?

a) Face to face b) On company’s website

c) Product review website d) Social networking

e) On a blog

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 FINDINGS

 Indian customers are highly information seekers. They collect more

information about quality, price and refer customer’s experiences before
purchasing a product.
 Advertisements have high impact for creating stimulus in Indian customers.
But this stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have
high affinity to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the
T.V programs via online portals. May be the main reason is convenience of
time, they can watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more
affinity towards online news portals. Here's the reason may be they can get
news updates very early; they don’t need to wait for daily newspapers.
 In both of these cases, one opportunity is lost for marketer and one
opportunity is emerging for them to reach their T.G.
 More than 90% of the samples have a mobile or Smartphone and laptops or
PC. 96% of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
 If we take tablet, penetration in Indian is low. But it doesn’t mean that no
one is using tabs. More than 30% of samples have tablet. For brands they are
getting three more platforms to reach their T.G and engage them.
 33% of the samples are using these gadgets while they are with their friends,
so just think about the reach. If one person noticed something which is cool
and awesome they will surely communicate to others.

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 25% of the samples are using these gadgets while watching T.V; it’s again a
barrier for brands which use TVC only. 21% of the samples are using this
gadget for chatting and 16% are using for surfing. What they are surfing? It
can be about a product, local events or locations...etc.
 In this situation, one opportunity is again losing to brands and one
opportunity is emerging for brands to reach their T.G.
 More than 90% of samples are noticing ads, among them 35% of samples
noticed ads through online media, followed by TVC and Newspapers.
 48% of samples are telling they give more importance to online ads and 34
% of samples give importance to T.V.C.
 From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They
can search for more information after seeing an ad or online is the only two
way communication channel for customers.
 22% of the samples do research through their lap or PC before purchasing a
product from the retail shop and 21% do research via mobile.
 Most of the Indians prefer to purchase from a retail shop only, but before
going to retail shop they will seek information about the product through an
online platform. Here is actually change happens in consumer buying
journey, early times consumer belief a product only after seeing the product
in a retail shop.
 But now Indian customers want to get conviction about a product before
going to retail shop. So from a marketers view they want to convince their
customers before going to a retail shop.

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 Brands want to build a cool presence over digital platforms because the
customer will do research about the product after seeing an ad or after
getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective
manner.

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 CONCLUSION

The successful completion of this internship indicates that the future of marketing
is in the hands of digital. Digital marketing is not only concerned with placing ads
in portals, it consists of integrated services and integrated channels. Marketers
want to use these components in an effective way to reach target groups and to
build a brand. In this digital era marketer is not the custodian for a brand, people
who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media’s. More than that customers
are highly information seekers and digital media is the only platform for two way
communication between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is

more cost effective and it provide lot of touch points to marketer. Brands can able
to engage their target group in an effective way through digital platforms. Digital
media is not only for engagement, brands can increase their customers or they can
retain their existing customers. Digital platforms help to increase the impact of
brand recall in target groups.

Indian consumers are highly information seeker and they will do research about a
product before going to a retail shop. So brands want to give platforms to
consumers to understand their product or to get a really feel of that brand.

I conclude my research by quoting again that “Brands can’t sustain without digital
presence”.

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 MANAGEMENT LEARNINGS

 Get to know about challenges and opportunities for digital marketing in India.
 Gain understanding of SEO, SEM, SMM, ORM, etc
 Fulfilling each and every requirement of client is very important regardless of
whether that requirement is small or big.
 I was able to put in practice what I have learnt in my first year of MBA
curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need
to have leaders within an organization. Leaders will deal with the customer,
project, etc. as a leader.
 Healthy Competition forced to do better job the trick is to learn from your
competitors quicker than they can learn from you. Always look for your
competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best
out of all.
 Time management is the big management lesson I have learnt as make
individual more divert to words it work.
 How to do a formal communication, the way how to communicate with each
level of management to get work done.

 Observation is the best teacher

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