A

PROJECT REPORT
&
“Field Visit Report on Digital Marketing Services Return on web”

Submitted By :- Submitted To :-

DESHMUKH KIRAN B. DR. N. DHANDE SIR

Roll No: 12

SCHOOL OF COMMERCE AND MANAGEMENT SCIENCES,

SWAMI RAMANAND TEERTH MARATHWADA UNIVERSITY,
NANDED
(2021-22)

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 CERTIFICATE

This is to certify that project entitled “Field Visit Report on Digital

Marketing Services Return on web” has been prepared by Mr.
Deshmukh Kiran Balaji under the guidance of Dr. N. Dhande Sir.
He is the student of School of Commerce and Management
Sciences, S.R.T.M. University, Nanded.
He has completed project work as per the requirements of
School of Commerce and Management Sciences, Swami
Ramanand Teerth Marathwada University, Nanded. The project is
of standard expected of a candidate For M.B.A. and I recommend
that it should be approved.

Dr. N. Dhande Sir Dr. B. Suryawanshi Sir

(Project Guide) (Director)

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 DECLARATION

I hereby that, this project report entitled “Field Visit Report

on Digital Marketing Services Return on web “is based on the
genuine work carried out by me under guidance and supervision
of Dr. Prof. Mr.N. Dhande Sir The information provided by me is
very true and original to best of my knowledge.

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 CONTENT

S.No Title Page No

1. Executive summary 1
2. Introduction 2-3
3. Company profile 4-10
4. 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 MMM (Masters in Marketing

Management) Curriculum at “MIT School of Management, Pune”. It is
under taken as a internship at Return on web, Pune. The project is
done under expert supervision and guidance of Mrs. Archana Singh
(Lecture in Marketing) and Mr. Ruturaj (VP , Business Analyst at
Return on web). The Project is about the study of online marketing
opportunities for different sectors.
At Return on web, initially I was imparted process and service
knowledge. I was given sufficient time to know about the services and
what company doing.
The main aim was to understand online marketing emergence and
generating leads. I was provided with database and had to make cold
calls from the data and also ask to make database of other sectors.
Company activity was also one of the major sources for generating
business. Initially my company guide even accompanied me to the
clients place. Main objective was to know the need of the customer
and how to fulfill that in the best way through online.
Thus it gave me the opportunity to learn about all the services and with
the range of services Return on web offered it made the task a bit
easier as we could fulfill the need of the customer in a better way. My
task was divided in 4 phases:
Services knowledge: This included the theoretical knowledge about the field
and services which needed to be marketed.
Pitching in real estate and fitness sector: 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 deal with the
customers and understand their need. This also enhanced our interpersonal
skills and confidence level.
Research part: Research is done for making new sectors database
like hotels, spa, and fitness.
Writing: This included content writing for different sector teaser E-mailers
 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 startup company
named Return on web. Return on web is three year old Pune
based online marketing & web development firm focused on
providing you business-centric strategic solutions to the
companies. I choose the startup company because with start I
can explore myself and why 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). The company asks me to do their
competitive research and told to found return on web USP. And
research of our target segments digital habits. With the help of the
research we got a flow of what are the major criteria’s we need to
have. One had to identify various sectors in the market that
actually have a need of digital marketing services. And then your
task is to approach them before your competitors.
Digital marketing startup 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 as such. The
Researcher has collected secondary data from reputed Journals
and Magazines, Newspapers, articles, Internet websites and
Archives. The Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The
researcher has identified seven research papers along with
thirteen articles published in renowned journals on various topics
such as Web ad, Web based ad market, E-commerce impact,
trends of online marketing, consumer attitude to Web ad and
sales/marketing strategy

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.
 COMPANY
PROFILE

Return on web is three year old Pune based online marketing &
web development firm focused on providing you business-centric
strategic solutions to give you the competitive. Return on web is
positioned at innovation, creativity, knowledge and technology to
achieve your business goals.

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……………..

These imperatives are enabled by a portfolio of cross-industry

capabilities, brought together in three integrated service
lines.

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

Online & Mobile based methods of Assessment & Learning:

Gain insight. Optimize outcomes.
Web Innovation Services:
Web technologies to drive industry leadership
HOW WE DO ………………………..
WHY ROW????????????
MAJOR CLIENTS OF THE COMPANY
 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,
Dec2004.
The global online advertising revenues are expected to touch US
$10bn by 2006. In India, the revenues at present are estimated to
be Rs. 80 cr. and are expected to increase six times more within
the next five years.
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 financial service companies spend
12% only. Some of the top spenders in India are automobiles,
followed by brands like Pepsodent, Kelloggs, 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.
3. 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.

4. Nicholas Ind , Maria Chiara Riondino36 have originally

published their article inthe Journal of Brand Management in
September 2001. 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 a
communications channel that facilitates interaction community
building, openness and comparability.

5. Jaffrey Graham45 has published his article entitled “Web

advertising’s future >>> e 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.

6. 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. (Ryan 2011: 15) The next chapters will explain
more about each of the world’s current most widely used
social medias. There are, of course, many other social
networks and applications (apps) available but considering
the study, the focus is on the main medias.
7.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
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?

8. 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 (2020), 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, 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 2.4 percent on digital
marketing, which will increase to 9 percent in the future.
Content Market:

Brogan and Ferguson 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

Pulizzi highlights a good content marketing strategy is ways in

which to understand problems and concerns of customers and
offering best solutions and to transferring trusted knowledge.

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

This study aims at studying client servicing and business

development process. It is a continuous process followed by six
steps which are important that their level.

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 Return on web.

 To study the different criteria of digital marketing services.

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

 To know how to pitch a client while meeting basically how to

talk, what to talk, how to make client engage in your
conversation.

 To know the right way of writing a proper content for the E-mailers.
.
 To study the growth of Digital marketing.
 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.

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
 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.
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 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.
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.

SEM/PA ID ADS

SEM/PAID
ADS
3. SMM (Social Media Marketing)

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!

In fact, people are 51% more likely to make a purchase after

"liking" a brand on Facebook. Face book marketing requires a
good intellects and unique thinking to make the campaign
effective.
So what we have today!!!!

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
Twitter marketing (A game of 140 characters)
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

Twitter marketing (A game of 140 characters)

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

Twitter marketing (A game of 140 characters)

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

Twitter marketing (A game of 140 characters)

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 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 retweetingit. 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)
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 to play around.
Compose your message within 120 characters or less and
leave atleast20 characters so that others can re-tweet (RT).
 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
campaign 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 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
Instgram, 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 Instgram account
with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email
account. This makes it easy to share your pictures on multiple
platforms all at once.
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 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.

2. ODA (Online Display Ads)

Display advertising appears on web pages in many forms,
including web banners. Banner ad standards continue to evolve.
 3. ORM (Online Reputation Management)
Online reputation management coined by the public relation.
Basically ORM is a process include-
 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.

4. MMT (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.
 5. EMT (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

BUSINESS DEVELOPMENT PROCESS FLOWCHART

It is a standard Business Development process followed by the

company and ask me to follow, it is basic process followed by
every startup company in order to approach a clients initially.
Sometimes they may send teaser E-mailer of a similar domain to
the clients before approaching them.
PROCESS 1 – MARKET ANALYSIS AMD MARKET RESEARCH

Market research is any organized effort to gather information

about target markets or customers. It is a very important
component of business strategy.

The first step of business development process is to know your

target audience well before approaching them. The main objective
behind the market analysis and research of target audience is to
know their online presence and how active they are on web.
Market research also helps to estimate the online marketing
opportunities of different sectors over the periods. The intense
research is required while studying the online habits of different
sectors keeping competitors in mind.

The proper market research make your task easier while talking
to clients as you know about them well in advance, which help
you to answer their question. And can better explain the clients
how they can use web as a medium of approaching the
customers in a short span of time.

Market Research includes research about the different sectors.

Currently we are targeting on Travel, Real Estate Sector,
Education sectors, Fitness, jeweler in Pune.
 PROCESS 2 – DATABASE CREATION OF CLIENTS

The second step is database creation; once the market is

analyzed the database of sector is created for a company
treasure for future.

Database creation includes recording the details of the clients like

company details, their online presence, concerned person from
marketing department and their contact details.

During my internship I have created almost six different sectors

database as company wants to target different sectors for
exploring themselves.
 PROCESS 3 – COLD CALLING

Cold calling is the sales process of approaching prospective

customers or clients—typically via telephone, by email or through
making a connection on a social network—who were not
expecting such an interaction. The word "cold" is used because
the person receiving the call is not expecting a call or has not
specifically asked to be contacted by a sales person. A cold call is
usually the start of a sales process generally known as
telemarketing.

The next step is cold calling. It includes contacting the concerned

person, explaining him/her in brief about the organization,
conveying that person how digital marketing is helpful for their
organization to achieve online presence, traffic, leads and
branding.

My company guide shared a call script with me and also

explained me how to talk, what to talk, the way we should talk to
concern person. He also explains how to get a concern person
number (director or marketing person) from the office people.

The main objective of cold calling is to fix the maximum meetings

with a concern person so that further points can be discussed in
detail with them.

Cold calling is a first interaction with a concern person and

everyone knows first impression is a last impression. He taught
me the way how first impression is made.

During my internship total numbers of calls made by me was 82,

calls to real estate sector and fitness sector.

PROCESS 4 – FIXING MEETINGS

The next step is fixing meeting, it stage little critical for a startup,
convincing the clients and ask them to meet you is biggest
challenge, But that’s a feel of work. Talking to different people of
different traits was a good experience and successfully fixes the 8
meetings out of which 3 was attended by me and 1 was
converted.

Actual meeting gave you the reality check where you are when
your clients know everything, shoots the too many questions and
ask you how you are better than other. At that time you
understand the difference between the dorm rooms to the
boardroom.
 PROCESS 5 – PROPOSAL MAKING

The fifth step is proposal making once meeting is done with a

concern person where the various aspects has been discussed
already, and the client requirement can known accordingly the

proposal is made for them enlisting all his requirement related to

digital marketing. Proposal includes following details:
a) Services needed by the client. These services include SEO, SEM,
SMM, ODA, ORM, etc
b) Proper segmentation and targeting according to sector. Eg.
If an MBA Education Institute wants digital marketing
services for branding, promotion and lead generation, then
our target market would be, students who have completed
their graduation and professionals with 2-3 years of
experience who can opt for Executive MBA.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.
 PROCESS 6 – PROJECT CLOSURE

The final stage is project closure; if all the stage works that means
you are close to crack the deal. Once the deal is cracked the
further decision are taken like, preparing the strategies for the
same as per the clients requirement or the digital marketing
channels choose by him/her.

Company make an roadmap or a weekly /monthly plans of the

each channel separately and get the approval from the client to
execute the plan and once it approved the plan actually come into
an action.
OTHER TASK DONE WAS………..
CONTENT WRITING
Content writing like any other form of writing requires in depth
knowledge and great skill. The success of any write-ups depends
on the quality and authencity of the content of the website.

Content writing though does not follow a specific format, yet is

certainly guided by some fundamental principles.

How to write an effective content?

 Focus on your customers: remember, your website will gain
acceptance among your viewers only if it has something to
offer them.
 Choose a simple, impersonal style: your readers are not
interested in judging your scholarship.
 You have maximum of 15 seconds to grab your visitor’s attention.

I have been told the way I need to frame a content of a

different target sectors. The company actually wanted to have
a research about how online marketing helped such sectors in
their success.
 1. Inhouse Training
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Inhouse Training Monks
Content for Teaser e-mailer

Context 1-
Looking your career in digital marketing, want to
be an expert in it Join us

Training monks
India’s fastest growing Digital Marketing
Training Company 100% placement
Government recognized faculty
Online Courses |Certifications | Workshops

Therein lies an opportunity, we commit to ramping up proper

talent and education and reap the rewards
FOR THE AGENCY that means winning more deals and client retention
rates doubling.
FOR THE GLOBAL BRAND that means major expansion and
market share gains that would normally take tens of millions of
advertising dollars to have that shot.
FOR SMALL BUSINESS it means going from survival to thriving.
FOR THE INDIVIDUAL CAREER it means one of the best paying
and most exciting growth opportunities, well ever.
(You can only have the colored point; description is given to
make you understand why this point is taken)
Context 2-
Social media has evolved from dorm room toy to boardroom tool.
 80% of executives believed social media engagement led to
increased sale and Promise to get better customer behavior
insight, improved office productivity and of course,
measurable ROI

Why your executives need to be expert in social media?

 Social media goes company wide – “ improved
communications and collaboration within and across
enterprise” ( social media is poised to become an office
productivity tool)
 Social media a real time analysis becoming main stream- analysis
become easier
 Social media action becomes a priority – almost all the companies
doing it
 Niche social networks present new challenges (instagram
grow by 17,319% while pinterest grew by 5124%.

Just to match with your competitors, be powerful, get the strong

hands on social media, with us. Digital marketing Workshop for

executives

Go social ……………………….
2. E-mailer content for Fitness industry

Indian consumers are the most likely nationals to search online &
to buy apps or a device to monitor health (81%) and fitness
(80%).
Accenture’s racing towards a digital lifestyle survey of 6000 people
globally

Gold's Gym-The Website has received dramatic increase in site visits

and interactivity
Fitness first- online media generated strong brand during rebranding
Talwalkers- value added services turnover grows by 18-22%
through online. Online community providing top-notch customer
service due to enhanced two-way communication.

Terminology
The gymming culture is still an urban phenomena and the
penetration of gyms in smaller towns is low.still Gold Gym claims
it has nearly 1 lakh members spread across 60 centres in India
since it set up the first outlet seven years ago-
Says Jagdish Valecha, chairman of Gold's Gym IndiaGold's

“We say to our people you may still have a blue logo above the
door but you have red running through the heart.” We used online
media to re generate a trust among our customers while
rebranding –
Anthony McDonough Marketing Director - Fitness First Australia

The twitter contest www.fashionmostwanted.com where

participatants had to share their opinion under the board question
which proved as a great success for Talwalkers to increased
visibility – Girish talwalker- Director at Talwalkers.

Conclusion
“Social media is not a trend,” It is here to stay and constantly
evolving!!!!!!!!!!!!!!!!!!!

Now is the time for health and fitness professionals to jump on

board. Otherwise you are not only going to be lost, but you are
going to be lagging ‘way behind your competition.”
3.E-mailer Content For jewellery industries

Today a jewelry brand can achieve tremendous amount of fan

following by undertaking the right approach to Social Media
Marketing

PC Jeweler- It has generated 61% and 57% of total domestic sales

through online.

Kalyan jewelers: Company generated revenue of Rs 8,500 crore

(Rs 85 billion) out of which 30% is generated through online.

Tanishq: Generated huge customer engagement and increased

customer loyalty.

Social media marketing has evolved to command the same respect as

other marketing disciplines
– your presence on Face book, Twitter and other platforms can
help propel your business toward enormous success.

Terminology

“The company invests in nationwide, regional and local store-level

advertising campaigns, marketing initiatives and event
sponsorships and online media to increase visibility and
customer traffic at its showrooms”---Balram Garg , MD at PC
jewelers

“Kalyan Jewellers, however, has started building its Twitter

community big time and grew by almost 90%. A closer look at its
community growth trend revealed that it acquired most its
followers around March 20-22”---T S Kalyanaraman, Chairmen
at Kalyan jewelers.

“In recent times Tanishq has built a large social media

footprint. With more than 500,000 fans on its Facebook page,
the brand leverages its social media presence to connect more
substantially with customers. “Social media is one of the most
important elements in our marketing mechanism,” says Ms
Tewari. “It helps us have a two-way conversation with our
customers.”

Conclusion

Online media is a way to do, which gives quick glance to raise

your customers, goodwill and ROI’s.
4. Emailer content for travel and tourism industry

Online media has a great influence on travel booking!!!!!!!!!!!!!!

ONLINE MEDIA SUCCESS STORIES

Trip Advisor branded sites make up the largest travel community

in the world, with more than 260 million unique monthly visitors
and over 100 million reviews and opinions covering more than 2.7
million accommodations, restaurants and attractions. The sites
operate in 30 countries worldwide.

While Travelocity's Face book fan base grew by more than

300% and the promotion generated 10,000 additional bookings,
according to Burns.
5. E-mailer content for Hotel Industry

Internet marketing has had many positive effects on the hotel

industry. Marketing over the internet has given hotel operators
the opportunity to create a positive image and reach more
potential customers at a lower price

Top tier hotels are now using online media.

The leela palaces,hotels and resorts- online media helped to build strong
brand.

We realize that we have to facilitate two-way customer

communications through their preferred channels we all know it’s
our customers who share the best brand stories.

Le Meridien- 1/3 of room revenue is generated online and that

this year around 23 to 25 per cent of room nights will have been
booked online
FACEBOOK GENERIC POSTING

For face book posting you firstly need to understand and study
the company profile or its domain well accordingly one can plan a
SMM plan especially face book posting plan which gave an idea
what can be posted on a page to get a maximum engagement.

I was doing a generic posting of six existing clients face book

page of a company. I was handling the three real estate company
page, one NGO page, in house pages and one page of different
sector.

Before making a plan I did a proper research of the related

sectors face book pages of other companies in order to know
what others are doing, which post create the more curiosity,
engagement, accordingly I framed my weekly plan. While keeping
in mind the theme of the page and creativity.

I mostly post the interactive posts on the face book pages so that
fans can interact, comment, like and share. It is because during
my research I came to know people respond more to either for
interactive post or for creativity or innovative idea.
DIRECTORY SUBMISSION
 RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.

 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.

Managerial Aspect of the problem:

 To define SWOT for the client.

 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.

Business Aspect of the problem:

 To find better business opportunity for ROW.

 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.
 FINDINGS

1. Most of the real sector people actually understanding the

value and opportunities of digital marketing.

2. With the study of digital marketing I came to its emergence

and extreme growth in today’s scenario.

3. What I found in client servicing is convincing clients is bit

complex as they too have complete knowledge about the
digital marketing and also explaining how we are better than
others.

4. Most of the sectors initially opt for the digital marketing

channels name search engine optimization, search engine
marketing and social media marketing and later they will
think about other channels which mean these three channel
high acceptance.

5. It is easier to approach a company’s if you first send them an

E-mailer to related sector and then call them in fact
sometimes the company itself call having seen the E-mailer.
 CONCLUSION

The summer internship project helped me to understand how the

corporate business works. The various departments and its
functions and how all are interrelated to each other. Return on
web is a Pune based Digital Marketing firm which shows me the
complete process of how they work at each functional level,
especially about the business development as it was my job
profile. It is a basic process for which intensive research is to be
conducted to find out the target audience, clients, sponsors,
vendors etc. The business development process starts from
research and ends at project closure. This project has made me
understand the various key- points which are is considered to
crack a deal, how to deal with different people.

The company helped me to learn and meet a lot of corporate

people, which helped me to understand the business.
Bibliography
 www.returnonweb.com
 http://shodhganga.inflibnet.ac.in/bitstream/10603/1994/11/11_chapte
r%203.pdf
 https://www.theseus.fi/bitstream/handle/.../Narkiniemi_Johanna.pdf?.
..1
 www.kln.ac.lk/fcms/ICBI2011/ICBI%20CD/.../Papers/ICT%20201.pdf
 http://offers.hubspot.com/facebook-for-business
 http://idagram.wordpress.com/2012/12/18/introduction-to-instagram/