INTERNSHIP REPORT

A STUDY ON THE IMPACT OF SOCIAL MEDIA

IN DIGITAL MARKETING
Submitted by
SOWNDHARYA .E
RegNo:32319113
Under the guidance of
Dr.VANEETA AGGARWAL, B.E, MBA, Ph.D.,
Assistant Professor

DEPARTMENT OF MANAGEMENT STUDIES

UNIVERSITY OF MADRAS
CHEPAUK
CHENNAI-600005
Submitted in Partial Fulfilment of the requirement for the
Degree of
MASTER OF BUSINESS ADMINISTRATION
July 2021

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 CERTIFICATE
This is to certify that this internship work on “A study on the significant impact of
social media in Digital marketing” is done by SOWNDHARYA. E, MBA under
my supervisions for the partial Fulfilment of MBA program and the report is not
submitted by another Institute/University.

During this internship, she successfully achieved the target assigned to her. I wish
her all the very best in all of her future endeavours.

Faculty guide,
Dr.VANEETA AGGARWAL
B.E, MBA, Ph.D.,
Assistant Professor
Department of Management studies .
University of Madras

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 DECLARATION
I, SOWNDHARYA.E ,student of Department of Management Studies of
University of Madras, Chennai hereby declare that this internship titled “A Study
on the significant impact of social media in Digital marketing” is my original work
submitted as a partial Fulfilment of the requirements for the award of the degree
Master of Business Administration. This summer internship has not been submitted
to any other university or institution for the award of any
Degree/Diploma/Certificate.

Date: Signature
Place: Chennai (SOWNDHARYA .E)

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 ACKNOWLEDGEMENT
I convey my deepest and sincere gratitude to the Dr.VANEETA
AGGARWAL, B.E, MBA, Ph.D., Assistant Professor, Department of Management
Studies, University of Madras for providing me this opportunity and necessary
suggestions and support in completing this project.
I would also like to extend my sincere thanks to Unschool for providing
me this opportunity and guiding me all through the project.
I am obliged to thank all those who have helped me to finish this project
successfully.

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5
 TABLE OF CONTENTS
Chapter No CONTENTS PAGE NO

1 INTRODUCTION

1.1 INTRODUCTION 9
1.2 OBJECTIVE OF THE STUDY 9

1.3 SCOPE OF THE STUDY 10

1.4 LIST OF ACTIVITIES PERFORMED 10

2 PROFILE OF THE ORGANIZATION

2.1 INTRODUCTION ABOUT THE COMPANY 11

2.2 VISION STATEMENT 12

2.3 MISSION STATEMENT 12

2.4 HOW UNSCHOOL WORKS? 12

2.5 COURSES OFFERED 13

3 LITERATURE REVIEW

3.1 IMPACT OF SOCIAL MEDIA ON 14

MARKETING
3.2 THE FUTURE OF SOCIAL MEDIA IN 14
MARKETING
3.3 A STUDY OF THE IMPACT OF SOCIAL 16
MEDIA ON CUSTOMERS
3.4 A STUDY ON THE IMPACT OF SOCIAL 17
MEDIA MARKETING TRENDS ON DIGITAL
MARKETING
3.5 SOCIAL MEDIA AND ITS IMPLICATION 18
FOR MARKETING COMMUNICATION

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CHAPTER CONTENT PAGE NO

4 DIGITAL MARKETING

4.1 INTRODUCTION 20

4.2 DIGITAL MARKETING PLAN 21

4.3 BENEFITS OF DIGITAL MARKETING 23

4.4 LIMITATIONS OF DIGITAL MARKETING 24

5 SOCIAL MEDIA

5.1 SOCIAL MEDIA CAMPAIGN 25

5.2 SOCIAL MEDIA PLAN 26

5.3 FACEBOOK 27

5.4 TWITTER 28

5.5 EMAIL 28

5.6 INSTAGRAM 29

5.7 LINKEDIN 30

6 SUMMARY

6.1 EXPERIENCE 32

6.2 LEARNING OUTCOMES 33

7 FINDINGS AND CONCLUSIONS 34

REFERENCES 35

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 LIST OF FIGURES

FIGURE NO TITLE PAGE NO

2.51 COURSES OFFERED 13

4.21 DIGITAL MARKETING PLAN 22

5.21 SOCIAL MEDIA PLAN 26

5.31 FACEBOOK 27

5.61 INSTAGRAM 29

5.71 LINKEDIN 31

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 CHAPTER- 1
INTRODUCTION
1.1 Introduction
​Social media plays a vital role in the way companies communicate
internally and stay connected through Twitter, LinkedIn, Facebook and other social
media platforms, within and across organizations. proper usage of social media
could promote a new era of social learning, social presence and an alternative
platform to foster online learning in developing countries.Models of distance
education have evolved over decades, just in time to collide with modern
pedagogies in which communication, interaction, student engagement, and active
learning are of critical importance. The number of college students taking online
classes continues to grow. To make matters even more complicated, technology
has converged so that, People use their computers to watch television, listen to
radio, find apartments to rent, and even find a spouse. Today, nearly 30% of
college students are taking at least one online class. The social media technologies
encompass a wide variety of Web-based technologies such as blogs, wikis, online
social networking, and virtual worlds. People tend to spend much of their time in
social media seeing blogs,and other entertainment content to engage
themselves,this enables many organizations to market over social media which is
digital marketing. This study has been conducted to analyze the significant impact
of social media in digital marketing with Unschool for two months internship
program.

1.2 Objective of the study

The main objectives of the study are:
● To understand the concept of Digital marketing.

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 ● To analyze the significance of social media.
● To analyze the parameters that determine the impact of social media in
digital marketing.
● To critically evaluate the factors that affect digital marketing.
● To understand the relationship between social media and digital marketing.
● To understand the difference between social media and digital marketing .
● To analyze how effectively social media can be used for digital marketing.
● To analyze ideologies and perception of the consumer in digital marketing.

1.3 Scope of the study

The benefit of the study is that it gave a meticulous knowledge on the application
of digital marketing by optimally using social media.The study focused on
analysing the factors that affect digital marketing and appropriate usage of social
media to effectively attract the customers via digital marketing. There is a
broad ​scope for digital marketing​ as promoting and branding business through
digital media is the fastest and reliable mode of marketing to target mass audience.
This study helps to analyze and consider the factors responsible for the successful
digital marketing strategies .

1.4 List of activities performed

● Creating posters and posting it in social media

● Marketing the courses offered by Unschool
● Tele calling customers for feedback.
● Contacting customers through social media.
● Collecting data from websites.
● Creating leads through Instagram and LinkedIn.
● Creating a questionnaire to analyze the consumer preference.

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 CHAPTER – 2
PROFILE OF THE ORGANIZATION
2.1 Introduction about the company
Unschool was founded in 2019 and is headquartered in Hyderabad,
Telangana, India by Narayanan. S, Rahul Varma. Unschool is an ed-tech company
that creates an online learning ecosystem for students and professionals. The
company allows students, graduates, young professionals, entrepreneurs and
anyone with the curiosity to learn to create an online learning ecosystem that fits
their needs and industry demands.

Correspondingly, Unschool is a marketplace where learned individuals or subject

matter experts are able to coach younger, inspired minds in their own fields.
Unschool relies on a learning management system that allows coaches (experts) to
host their lessons in various formats, and for students to learn and engage with
peers and the coaches, as well as apply for internships. Some of the courses on
Unschool are on data sciences, AI, coding etc.

Unschool has a 50 percent completion rate because other than providing

pre-recorded videos, it builds an online learning ecosystem that offers personal
mentorship by industry experts to complete LIVE projects. It enables students to
get placed in internship opportunities in the best companies due to its
outcome-based learning approach (which no other MOOC platforms provide).

It is a marketplace where industry experts host online courses for students and earn
a royalty per sale that is given by the Unschool team. Even IT employees had
shown their interest in educating themselves with unschool courses during covid
pandemic.

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2.2 Vision statement
To provide alternative learning and teaching methods to enable the youth towards
employability.

2.3 Mission statement

To have teachers, working professionals and students create a powerful online
learning ecosystem.

2.4 How Unschool work?

On the Unschool platform, students can sign up and immediately start their lessons.
Once they complete 20 percent of the course, they are intervened with a project
that tests their knowledge. Upon finishing 70 percent of the course, another major
project intervention takes place. Once they do well and finish 80 percent of the
course, they are presented with handpicked internship opportunities from reputable
MNCs, startups, NGOs etc.

They offer immersive face-to-face programs that pop up around the world, an
extensive online school and three certification tracks for advanced learning. Their
programs focus around The Disruptive Design Method, which supports a process
of creative change making to enable systems levels change.

Unschool teaches from a problem-loving growth mindset. The foundational tools

are applied systems thinking, life cycle thinking, sustainability sciences, and
creative ideation, to support more problem lovers (not avoiders!) that are taking
action to make a positive impact on the planet. Along with the core knowledge
pillars, they teach leadership and communication skills, offer professional

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development through our certification system, and develop tools that help others
facilitate positive change through their work.

2.5 Courses offered

Fig : 2.51

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 CHAPTER-3
LITERATURE REVIEW
3.1 Impact of Social Media on Marketing

Social media is primarily internet or cellular phone based applications

and tools to share information among people. It expedites conversation and
connection among people. It includes popular networking websites, like facebook
and twitter; as well as bookmarking sites like Digg or Reddit and uses web page
technology.Initially social media may have begun for social engagement, but the
commercial value soon became apparent and it has become the marketer‟s new
best friend too.

As social media use becomes popular and the number of social media users has
increased more than the population of some of the countries, marketers have had to
seriously alter their game plan to take this shift in the media landscape into
account. The industry is rewriting its conventional strategies and transforming the
basic campaigning structure. Social media once devoid of any commercial content
has had such a significant impact on digital marketing.
As the popularity of social media is growing and there is no turning back it seems
social media will overtake other functional areas of marketing to a large extent.
Social media is trying to fill the gap between marketers and consumers through
continual dialogue, building trust and interacting with the right audience in the
right way, as fast as possible.

3.2The future of social media in marketing

The rise of social media, and the manner in which it has impacted
both consumer behavior and marketing practice, has largely been driven by the

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platforms themselves. Some readers might recall the early days of social media
where social networking sites such as MySpace and Friendster werepopular.

These sites were precursors to Facebook and every-thing else that has developed
over the last decade. Alongside these platforms, we continue to have other forms of
social media such as messaging (which started with basic InternetRelay Chat
services in the 1990s and the SMS text messaging built into early digital mobile
telephone standards in the 2000s), and asynchronous online conversations arranged
around specific topics of interest (e.g., threaded discussion forums, subreddits on
Reddit).

More recently, we have seen the rise of social media platforms where images and
videos replace text, such as Instagram and Snapchat.Across platforms, historically
and to the present day, the dominant business model has involved monetization of
users(audiences) by offering advertising services to anyone wishing to reach those
audiences with digital content and marketing communications. Considering the
possible reach and engagement influencers command on social media, companies
have either begun embracing influencers on social media, or plan to expand their
efforts in this domain even more.

Customer care via digital channels as we know it is going to change substantially

in the near future. To date, many brands have used social media platforms as a
place for providing customer care, addressing customers’ specific questions, and
fixing problems. In the future, social media-based customer care is expected to
become even more customized, personalized.

Customers will be able to engage with firms anywhere and anytime, and solutions
to customers’ problems will be more accessible and immediate, perhaps even

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pre-emptive using predictive approaches (i.e., before a customer even notices an
issue or has a question pop into their mind).

3.3 A study of the impact of social media on consumers

The advancements in the internet in recent years have made new

systems available to business: social media such as online communities being a
good example The general availability of the internet has given individuals the
opportunity to use social media, from email to Twitter and Facebook, and to
interact without the need for physical meetings . This has been facilitated by Web
2.0 applications. Web 2.0 is a new advancement, which has transferred the internet
to a social environment by introducing social media, where individuals can interact
and generate content online.

Web 2.0 has emerged to give users easier interconnectivity and participation on the
web . With the rise of social media and online communities, individuals can easily
share and access information as an effective web technology for social interactions
and sharing information . SNSs take centre-stage in e-commerce in the current
environment , where consumers make social connections and participate in
cyberspace.

Today’s consumers have access to many different sources of information and

experiences, which have been facilitated by other customers’ information and
recommendations. This is an important point as customer involvement through
social media is a key factor in marketing.

There are a number of social media that facilitate these activities, such as
Wikipedia, Facebook, YouTube and Twitter. Individuals apply different social
media tools, such as online forums and communities, recommendations, ratings

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and reviews, to interact with other users online. In fact, individuals are attracted
online to exchange information and receive social support .Reviews are one of the
key areas that have emerged from social media. Customer reviews are widely
available for products and services, generating great value for both consumers and
companies.

In fact, consumers are actively encouraged by firms to rate and review products
and services online (Bronner & de Hoog 2010). These activities produce electronic
word of mouth. This word of mouth, produced through social media, helps
consumers in their purchasing decisions.Consumers are now content generators
through social media.

They share information and experiences with other consumers and have easy
access to one another’s information. This is a value that can be useful for
e-commerce adoption and social commerce intention. Because consumer social
interactions produce online social support, e-commerce adoption is being promoted
to establish trust and, consequently, users’ intention to buy. In fact, social factors
facilitated through social media develop a supportive climate, which in turn attracts
many more individuals to come online and take part in social interactions.

3.4 A Study on the Impact of Social Media Marketing Trends on

Digital Marketing.

Social media marketing is the use of social media platforms and websites
to promote a product or service. Although the terms e-marketing and digital
marketing are still dominant in academia, social media marketing is becoming
more popular for both practitioners and researchers. Most social media platforms

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have built-in data analytics tools, which enable companies to track the progress,
success, and engagement of ad campaigns.

Companies address a range of stakeholders through social media marketing,

including current and potential customers, current and potential employees,
journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of a marketing campaign, governance, setting
the scope (e.g., more active or passive use) and the establishment of a firm’s
desired social media “culture” and “tone.”.

When using social media marketing, firms can allow customers and Internet users
to post user-generated content (e.g., online comments, product reviews, etc.), also
known as “earned media,” rather than use marketer-prepared advertising copy.

The study started with the aim to analyze the different issues related to digital
marketing. Based on the discussion it has been found that in the case of digital
marketing the most important aspect is to connect with the users. The ladder of
engagement has shown the approaches to attach to the customers. The study has
also revealed that to utilize digital marketing effectively, the companies are
required to design an effective platform.

3.5 Social Media and Its Implications for Marketing

Communications

The last decade has witnessed the growth and increasing popularity
of online communities, concentrating specifically on communication and social
bonding between individuals . Given the opportunity to improve customer
relationships by engaging and collaborating with consumers, marketers are

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becoming more and more interested in exploring, creating, and utilising virtual
communities . In fact, an early definition of a virtual community is given by
Rheingold (1993), who states it is “…a social aggregation of people carrying out
public discussions long enough, with sufficient human feeling, to form webs of
personal relationships in cyberspace” .

Dhalakia conceptualise virtual communities as different-sized groups of

consumers who interact online in order to achieve the personal and shared goals of
their participants.Due to the proliferation of Internet and Web 2.0 technology, and
the shift in market power from vendors to customers, many retailers have moved
their focus from products to customers and have changed from transactional to
relationship marketing strategy .

Notably, managing customer experiences contributes to increasing satisfaction,

which should be one of the main goals of enterprises, as satisfaction is proven to be
a key determinant of customer retention. This study engages with the concept of
social media in the design and implementation of marketing communication
programmes, particularly in the UK Fashion sector.

The Study goes on to conclude, rather skeptically, that understandings of the

various nuances of social media platforms could engender effective customer
retention programmes. It also offers a new way of thinking about customer
engagement, incorporating social media platforms.

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 Chapter-4
Digital Marketing
4.1 Introduction

The first approaches to digital marketing defined it as a projection of

conventional marketing, its tools and strategies, on Internet. However, the
particularities of the digital world and its appropriation for marketing have fostered
the development of channels, formats and languages that have led to tools and
strategies that are unthinkable offline.

Today, rather than a subtype of conventional marketing, digital marketing has

become a new phenomenon that brings together customisation and mass
distribution to accomplish marketing goals. Technological convergence and the
multiplication of devices have led to an opening up of the ways in which we think
about marketing on the Internet and have pushed the boundaries towards a new
concept of digital marketing—user-centred, more measurable, ubiquitous and
interactive.

The development of digital marketing strategies offer much potential for brands
and organisations. Some of them are as follows:

• Branding: Platforms and 2.0 services are a great opportunity to build a brand
image on the Web due to their scope, presence and constant updates.
• Completeness: The possibilities to disseminate information through links offer
consumers the chance to approach the organisation in a wider and customised way.
• Usability–functionality: Web 2.0 offers simple and user-friendly platforms for all
in order to improve user experience and allow for their activities.
• Interactivity: In the context in which organisations try to forge long-term
relationships with their audiences, the Internet offers the possibility of having a

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conversation and therefore of generating a positive experience with the brand.Such
interactivity can be basic, as product assessment, or become an all-encompassing
experience.
• Visual communication: In line with visual thinking, digital marketing offers
marketers different image- and video-based tools. This is an attractive way of
reaching audiences that can lead to greater engagement.
• Relevant advertising.:Easy segmentation and customisation of advertising in the
Internet maximises the output. Besides, free from the limitations of other media,
this environment has allowed for more attractive advertising.
• Community connections: The Internet is a unique opportunity to connect
organisations with their audiences and users among themselves. This connectivity
can improve their experience and enhance the relationship with the product, brand
or organisation.
• Virality: The essence of the Internet as a Web of interconnected nodes makes
exponential expansion of any content possible. Taking the model of WOM (word
of mouth) communication, viral communication becomes more relevant due to
connectivity, instantness and shareability of online platforms that enhance the
dissemination of content.
• Measuring output : Online platforms rank first in the availability of follow-up
options and the possibility to assess output.

4.2 Digital Marketing plan

A digital marketing plan is a strategic document that takes the current situation of a
particular organisation to set some midterm goals and to determine the strategy and
means to accomplish them. This document also describes the responsibilities, the
time frame and control tools for monitoring. The aims of a digital marketing plan
include discussing organisations and their environment. Likewise, it needs to be a

21
roadmap of how to manage the organisa- tion’s marketing strategy, so that
resources are properly allocated. The plan also helps control and evaluate output
and tackle any potential deviation from the organisation’s expected outcomes. In
this line, a marketing plan becomes a flexible document that must be adapted to the
situation of the company and that must feed into the results obtained by each of the
actions developed, especially in the digital arena.
The development of an online marketing plan is similar to a conventional one in its
structure, but it also includes some variations at an operational level. In fact, this
means not only that some specific strategies and tools are to be developed, but also
that the volubility of the digital media and its capacity for immediate measurement
force organisations to develop a strategy that can be revised in the short term, as
well as the iterative process between action and control.
An online marketing plan is a document in line with the company’s strategic plan
that sets goals of an activity in the digital environment, as well as the what,how,

Fig : 4.21
when, who and why (6 Ws) of Web presence.

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4.3Benefits of Digital Marketing

● Global reach​ - a website allows to find new markets and trade globally for
only a small investment.
● Lower cost​ - a properly planned and well targeted digital marketing
campaign can reach the right customers at a much lower cost than traditional
marketing methods.
​ easuring online marketing​ with web
● Trackable, measurable results​ - m
analytics and other online metric tools makes it easier to establish how
effective a campaign has been. It helps to obtain detailed information about
how customers use websites or respond to advertisements.
● Personalisation​ - if customer database is linked to website, then whenever
someone visits the site, it would helpful to make them but and product and
offer them various services.
● Openness​ - by getting involved with social media and managing it carefully,
it is easy to build customer loyalty and create a reputation for being easy to
engage with.

● Social currency​ - digital marketing helps to create engaging campaigns

using content marketing tactics. This content (images, videos, articles) can
gain social currency - being passed from user to user and becoming viral.
● Improved conversion rates​ - if the organization own a website, then
customers are only ever a few clicks away from making a purchase. Unlike
other media which require people to get up and make a phone call, or go to a
shop, digital marketing can be seamless and immediate.

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4.4 Limitations of Digital Marketing

● Skills and training ​– It is necessary to ensure that staff have the right
knowledge and expertise to carry out digital marketing with success. Tools,
platforms and trends change rapidly and it's vital that it is up-to-date.
● Time consuming ​- tasks such as optimising online advertising campaigns
and creating marketing content can take up a lot of time. It's important to
measure results to ensure a return-on-investment.
● High competition​ - It can be a challenge to stand out against competitors
and to grab attention among the many messages aimed at consumers online.

● Complaints and feedback​ - any negative feedback or criticism of brand can

be visible to audience through social media and review websites. Carrying
out effective customer service online can be challenging. Negative
comments or failure to respond effectively can damage brand reputation.

● Security and privacy issues​ - there are a number of legal considerations

around collecting and using customer data for digital marketing purposes.
Take care to comply with the rules regarding privacy and data protection.

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 Chapter- 5
SOCIAL MEDIA
5.1 Social Media Campaign
Social media are a great opportunity to establish significant relationships and
create ways of social interaction defined through dynamic exchanges between their
members. Social media is booming in terms of the number and variety of platforms
and users. General social networks such as Facebook, Twitter, Google+ or
specialised ones such as LinkedIn, Instagram news or bookmark aggregators such
as Digg or Delicious; blogs; and wikis, etc., a vast digital arena where they become
the new Web winners.
Although the notion of a social network is not new, it has reached new heights,
thanks to Web penetration and connectivity. Social networks have developed
through platforms that show different types of functions, but common features.
These features aim at creating a community by connecting users, who can interact,
discuss, offer insights or knowledge. Technology in the case of these platforms
also needs to be flexible and conducive to an exchange of information. This means
that free web standards; and modular architectures that lead to complex but
efficient applications are usually favoured .
In essence, a social network manager is a service that allows individuals to create a
public or semi-public profile within an enclosed system, to articulate a list of other
users they share connections with, and to use that list of users, as well as other
nodes in the system. The nature and nomenclature of such connections may vary
from one site to the other .Such platforms become content containers as they grant
space and tools for a user who plays an increasingly more active role. In this sense,
brands and organisations should be part of the social conversation and use the

25
interactive channels to listen to their users, who share their perspectives, insights
and knowledge, or generate value through content development.

5.2 Social Media Plan

A Social Media Plan (SMP) is the master document that guides an

Fig: 5.21
organisation’s presence on social media, and it covers all aspects to be considered
when setting up, maintaining and integrating social networks in the organisation’s
digital marketing strategies. Therefore, any Social Media Plan must be in line with
the marketing plan.
A Social Media Plan is a living document that needs close control due to the
liveliness of the virtual world in which it is implemented.This document usually
follows a relatively stable structure including goal setting, types of audiences,
platforms, strategies and tools, and output measurement.With output measurement,
the whole process begins as new.

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5.3 Facebook
Facebook is the king of segmentation. Its advertising platform, Facebook
Ads, allows for a delimitation of the target audience of each ad depending on
location, age, sex, languages and even interests and behaviours. Facebook is the
social network with more data on its users. The basic data filled in by the user
alone in the process of registration on Facebook includes name, e-mail, sex and age
of the new user.

Fig :5.31
Facebook advertising formats are inserted either on the sidebar on the right-hand
side of the platform itself or on the users own timeline (Web and mobile), as well
as on the logout page. These adverts must to be identified as such, while their goal

27
is to foster as much interaction with users as possible. They thus try to increase
engagement, lead users to a website or special offers, get more likes on pages, app
downloads... etc.

5.4 Twitter

Twitter Ads, they have launched some highly efficient publicity formats. This is
the case of Twitter cards, a format focusing on promoted tweets to generate tweet
engagement, website clicks or conversations, app installs or app engagements,
followers or leads on Twitter, to name a few. Other advertisement formats on
Twitter are promoted accounts, which are placed on the profile recommendation
section, or sponsored trending topics on the list of topics at a particular point in
time.

5.5 Email
Email marketing is an online marketing technique that uses e-mail to send
advertisements or commercial information. This is a communication tool used to
attract new customers or make those that one already has loyal to the brand. At
present, e-mail is the first Internet service ahead of social media. In 2015, the
number of email accounts in the world was about 4.353 million users from which
205 billion emails were sent .This volume of traffic includes legitimate emails and
spam.
The term “spam” refers to those messages we do not request and we do not want or
with an unknown sender, usually sent though mass mailing. Although spam can be
used on other platforms and devices, for example SMS on mobile phones, e-mail is
the most important channel for this practice. The line between commercial
information sent by e-mail and spam is, in many cases, a fine one that experts in
e-mail marketing must properly identify in order to avoid making mistakes in their

28
work. The most common form of email marketing is the newsletter: a publication
that is distributed with a specific periodicity on an interesting topic for all
recipients, called subscribers. The complexity level of a newsletter shall depend on
its goals and content; they can be simple with mainly plain text as the predominant
feature or be enriched with images, graphs, adverts and/or hyperlinks.

The objectives of e-mail marketing can be multiple and varied; however, all of
them could be grouped around four main goals:

• Diverting traffic to our website: be it the home page or any special section inside
it.
• Promoting a special action: either promotion of new services, special discounts,
sales, download of applications, etc. When the goal is to increase traffic or some
Web-based special promotion, specific websites are usually created. Such pages
are called landing pages.
• Cost savings: e-mail marketing supports order management and information to
the customer regarding the status of such orders, as well as the provision of
customer support services at a lower cost than other communication channels.
• Brand popularity and image: same as for other types of campaigns online, email
marketing is suited to generate popularity and brand image among consumers.

5.6 Instagram

Instagram sees over one billion active monthly users and 500 million daily
instagram Stories. Instagram is the second most accessed network behind
Facebook. Users browse for an average of 53 minutes per day.There are at least 25
million business profiles on Instagram.90% of Instagram users follow at least one
business, and 83% of users say Instagram has helped them discover new products

29
 Fig : 5.61
and services. Instagram users aren’t just active — they’re engaged. About 60% of
the platform’s active users visit the site daily, and 21% say they check it weekly.
Instagram can also help to grow brand awareness and introduce new products.
80% of Instagram users have made a purchase based on something they discovered
on the platform. Instagram allows to promote brand and product in a friendly,
authentic way without hard selling to customers.

5.7 LinkedIn
LinkedIn marketing is the process of using LinkedIn to make connections, generate
leads, improve brand awareness, foster business relationships and partnerships,

30
share content, and drive traffic to your website. LinkedIn is an integral part of
many successful business' marketing strategies today because of how effective it
can be in expanding professional networks.

Fig : 5.71
LinkedIn allows traffic to websites, identify quality leads, share expertise through
thought-leadership content, and grow the network. It's also a great way to market
job openings and attract new talent to the company. These are just some of the
reasons why LinkedIn is an ideal platform for all businesses to market through.
LinkedIn groups are a great way to make connections with people who are in, or
interested in, others industry. LinkedIn is an effective tool for collaboration,
sharing best practices, and targeted marketing efforts. Independent organizations
can participate in various groups to expand their network, and executives and
business owners can position themselves as thought leaders in their industry.

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 CHAPTER-6
SUMMARY

6.1 Experience

​I joined UNSCHOOL as a social media marketing intern where I had to

handle unschool social media accounts and also market their courses through
website and social media accounts. It was a 6 week internship where I had the
opportunity to learn and explore the possibilities of digital marketing.

● During my internship period I was responsible for designing and publishing

posters for unschool on Facebook,Instagram and LinkedIn .
● They conducted a meeting to critically evaluate our performance and offered
the “ performer of the week” title to those who converted 1 person in a week
to encourage the employees.
● The brainstorming sessions were helpful to the interns to learn the pitching
ideas and tactics followed by others.
● It was a great learning experience for me as I had the opportunity to analyse
the customers mindset.
● We had to report our work to the HR at the end of every week.
● I was responsible for generating leads by circulating the posters to the
customers.
● Explaining them the importance of courses offered by unschool.
● converting customers into clients.
● To generate traffic to Unschool webpage and social media accounts.
● collecting clients feedback and responding to their queries.

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6.2 Learning outcomes

Global Business is increasingly confronted with the need to participate and manage
in a real-time digital environment. Hence businesses need to consider how to take
advantage of digital technologies as a tool and potential imperative for competitive
advantage and whether their current marketing strategies are coherent with
strategies for the digital market.

During my internship with UNSCHOOL, I have learnt,acquired knowledge and

experienced in the following domains.

1. To analyse the confluence of marketing in real-time delivery.

2. To attain the cognitive knowledge of the skills required in conducting online

research and research on online markets, as well as in identifying, assessing and
selecting digital market opportunities.

3. To evaluate the emerging trends in digital marketing and critically assess the use
of digital marketing tools by applying relevant marketing theories and frameworks.

4. To investigate and evaluate issues in adapting to globalised markets that are

constantly changing and increasingly networked.

5. To interpret the traditional marketing mix within the context of a changing and
extended range of digital strategies and tactics.

6. To know the importance of conversion and working with digital relationship

marketing.

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 CHAPTER-7
FINDINGS AND CONCLUSIONS
The study started with the aim to analyze the different issues related to digital
marketing. Based on the discussion it has been found that in the case of digital
marketing the most important aspect is to connect with the users. The current
trends in digital marketing have also been discussed in the study. It has shown that
in the current context, it has become important to integrate all the systems with that
of the digital platform.
The transition of a newspaper from the printed version to the online version has
exemplified the current trends of the digitalization. As the popularity of social
media is growing and there is no turning back it seems social media will overtake
other functional areas of marketing to a large extent. Social media is trying to fill
the gap between marketers and consumers through continual dialogue, building
trust and interacting with the right audience in the right way, as fast as possible.
In reviewing the social media ecosystem and considering where it is heading in the
context of consumers and marketing practice, we have concluded that this is an
area that is very much still in a state of flux. The future of social media in
marketing is exciting, but also uncertain. If nothing else, it is vitally important that
we better understand social media since it has become highly culturally relevant, a
dominant form of communication and expression, a major media type used by
companies for advertising and other forms of communication, and even has
geopolitical ramifications. We hope that the ideas discussed here stimulate many
new ideas and research, which we ultimately hope to see being mentioned and
shared across every type of social media platform.

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