Guru Gobind Singh Indraprastha University

LAB MANUAL
OF
Digital Marketing
BBA 311
Dr. Akhilesh Das Gupta Institute of Technology &
Management
(Affiliated to GGSIPU)

FC-26, Shastri Park, Delhi-110053

Faculty Guide: Ms. Shweta

Submitted By

Student Name: Anshul Dhyani

Enrolment No: 00515601719

Semester: BBA Vth Semester (Section- A)

Batch: 2019-22
 STUDENT DECLARATION

I hereby declare that the project report entitled Digital Marketing lab manual
submitted to Ms. Shweta, is a record of an original work done by me under the
guidance of Ms. Shweta of DR. AKHILESH DAS GUPTA INSTITUTE OF
TECHNOLOGY AND MANAGEMENT.

I further declare that the work reported in this project has been fully completed
by me and altered by my professor Ms. Shweta.

Name: Anshul Dhyani

Course: BBA
Enrolment no: 00515601719
 Acknowledgment

The successful completion of the project would be incomplete without the

mention of the people who made it possible.

I would like to take the opportunity to thank and express my deep sense of
gratitude to my corporate mentor, Ms. Akanksha Pandey, programme
manager, Made differently by divyangjan. I am greatly indebted to her for
providing valuable guidance at all stages of the study, constructive suggestions,
positive and supportive attitude and continuous encouragement, without which
it would have not been possible to complete the project.

I would like to thank our my senior Ms. Arya for giving us an opportunity to
join an organisation for internship and get a practical exposure and our
marketing trainer Mr. Ankur Mahapatra for providing a webinar and teaching
us.

I would like to take the opportunity to thank and express a deep sense of
gratitude to my Project Guide, Ms. Shweta, Assistant Professor, BBA
Department, Dr. Akhilesh Das Gupta Institute of Technology &
Management, New Delhi who in spite of her/ his busy schedule has co-
operated with me continuously and has provided valuable guidance at all stages
of the study, that has been certainly indispensable for my project work.

I owe my wholehearted thanks and appreciation to Mr. Asim Sahore,

Department Incharge, for his continuous encouragement and cooperation
during the course of my study.

I express my sincere thanks to Prof. (Dr.) Tushar Mahajan, Dean

(Management), Dr. Akhilesh Das Gupta Institute of Technology &
Management, New Delhi, for being a constant source of knowledge,
motivation and guidance.

I would also like to convey my warm regards to my family members and friends
for their kind support and helping hand.

Student Name: Anshul Dhyani

Enrolment No.: 00515601719

BBA Vth Semester,

(Batch 2019-22)
S.No
. Topics

1. Declaration

2. Certificate

3. Acknowledgment

4. Table of Contents

5. Introduction

6. Objectives of the study

7. Company profile

8. Literature review

9. Research methodology

10. Data analysis

11. Case Study

12. Findings and conclusions

13. Suggestions

14. References/bibliography
 INTRODUCTION

Digital marketing can be defined as the process of promoting of brands using distribution
channels internet, mobile etc. In simple terms digital marketing means marketing of products
and services via internet and digital media. In modern times digital marketing has become
very common type of marketing because people today are more exposed to technology and
prefer online browsing as their primary source of communicating.

The digital communication need has only risen in these many years. The main reason of it is
the ignorance of digital marketing. Many firms still tend to ignore the use of technology for
their marketing. The firms who fail to use the digital tolls for their marketing and promotion
fails to beat their competitors who tend to be more active on a digital platform like social
media or many others.

Digital marketing firms help to educate such companies about the pros and why digital
marketing is one of the important aspects of marketing today. Digital marketing itself is catch
all terms for sites that provide different social actions. For e.g. Twitter is a social site signed
to help people share short messages or updates or share their personal experience with others.
Facebook on a contrary is a social networking sites that helps people communicate to each
other on a more personalised basis or share updates, photos, joining events etc. The digital
firms need to understand the brand they work for and what is their target goal before taking
up a contract.

As a student of BBA doing specialisation in marketing, I got the opportunity to do my

internship with Made Differently, so I decided to choose digital marketing as my internship
topic. The internship will help me study the different digital marketing tools and how
effectively we can use those tools. The internship will also help me study on how the clients
can be attracted towards the company and the companies unique selling strategy.

Digital Marketing

Digital marketing is an intrinsic concept around which the world of business and commerce
revolves. In simple words it is the promotion of brands and products with the use of
technology. It uses electronic gadgets like smartphones, computers, laptops, ipad etc. to
connect with its customers. It uses digital applications like:

1) Social media platforms

2) Email
3) Mobile apps

4) Search engine

In a practical scenario, nowadays companies combine both traditional and digital marketing
strategies to promote their business. Successful digital marketing strategy Successful digital
marketing strategy mainly revolve around 3 main factors:

1) Managing complex customer relationship across both conventional and digital channels of
communication.

2) Initiating or responding to quick interaction with the customers.

3) Collecting data from various sources to facilitate better decisions faster.

Common trends Implementing successful strategies in digital marketing involves creativity

and innovation. The main purpose of digital marketing campaigns is to expand the customer
base of a client. All strategies of digital marketing should thus meet this factor for achieving
success. Some of the components of digital marketing involves:

1) PPC

2) SEO

3) SMO

4) CRO etc

Pay Per Click

Setting up a PPC account on search engines is very easy and common nowadays. However,
clients of digital marketing and search engines have different goals from the beginning.
Search engines wants click on their clients link so that they can generate higher revenues. On
the other hand, clients do not prefer per click cost instead they prefer direct business.
Therefore, any PPC strategy requires to be drafted with caution. Social media optimization.

The social media has created a great opportunity to promote ones, hand-picked audience. It
helps the company to promote the business to the selected group of audience. Social media
optimization is very common and mostly used marketing tool and it is very crucial for the
companies to understand this strategy. Search engine Optimization SEO is a popular
component of digital marketing. In fact, it is a strategy to ensure online traffic to a web portal
from organic and editorial listings on the search engines. Major search engines include
Google, Bing, Yahoo etc.

In this listing, a search engine displays those links that they think is more relatable to the
search query. Websites having higher ranks in the search engine are listed above and mainly
on the first page. People often tend to click and the top searches rather than the bottom ones.
There are very few people who actually go on to page no. 2 or further to make their searches.
People generally prefer to search from the initial page. Or if people don’t get their desired
search they often change their keywords and look for more searches. The common words
5that people often use to search is known as the keywords. The digital marketing companies
help common companies to increase their rank in the search engines to increase traffic to
their websites. This mode of digital marketing is spread worldwide and is used by almost all
companies. Conversion rate optimization CRO is another digital marketing strategy that is
very popular these days. The main concept is of this is to covert internet browsers to buyers.
There are various tools to identify the deficits of the website.

These may include:

1) Google analytics - This provides all the information for the online traffic, set of keywords
and other information and backlinks of the websites.

2) Bounce rate - This provides the information about what the visitors click on and how long
do they scroll and stay on to one page or if they just open and bounce back to the search
engine. If the bounce rate is more in a website then that means that the website needs updates.

Industry Overview

The industry evolution of the marketing era lead to the introduction of digital marketing
industry. Digital marketing can be defined as the process of promoting of brands using
distribution channels internet, mobile etc. In simple terms digital marketing means marketing
of products and services via internet and digital media. In modern times digital marketing has
become very common type of marketing because people today are more exposed to
technology and prefer online browsing as their primary source of communicating.

In 1991, introduction of a network protocol called gopher, one of the first network of query
and search tools was the first initiative taken towards the promotion of digital marketing.
Later in the year 1994 yahoo was launched which proved out to be a great path of success in
the field of digital marketing which reached 1 million hits in one year. Further launch of
several other search engines lead to the growth of digital marketing.

Today digital marketing is one the leading marketing strategy used by almost most of the
companies. Major businesses leverage the power of digital channels such as Google search,
social media marketing, email campaigns, online advertising and company websites in order
to connect with their current and prospective customers more effectively. Most companies
focus on online channels over traditional offline marketing methods because of its ability to
reach out to a large number ideal target audience where they're already spending most of their
time online.

Digital marketing also enables the marketers to keep a track of the performance of all the
activities deployed. Digital marketing can be broadly classified into 2 major categories based
on the nature of the expected Results - Inbound Marketing & Outbound Marketing. Inbound
digital marketing involves the user directly seeking out to grab the contents via online portals
like website, social media etc. Whereas outbound digital marketing is where the marketers
approach the customers in digital platforms like SMS, email etc.

Basically, Digital Marketing helps to achieve goals of any company by keeping and
satisfying your customers. In this process you also create customers, and provide feedback
internally for product/service or process improvements.
 Company Profile - MADE DIFFERENTLY

Made Differently by Divyangjan is working in the field of social welfare since 2011.
Registered and incorporated under MCA as a part of companies act 2013 on 18th October
2018.We started to work for the humanitarian service of the Divyangjan (Person with special
needs). We are providing financial support to organisations who works for the advancement
of the special children/adults. We market products made by special children/adults under
their vocational training program to enable them to be financially stable. A unique way of
helping Divyangjan, we provide a platform to the specially- abled citizens of the nation to
showcase their talent, creativity and skills and earn their living through the same.

We also support organizations in their financial crisis for providing good day care facilities
and shelter workshop programs to special children/adults.

Our mission:

To follow an approach of empathy towards the Divyangjan with special emphasis in the
rights and overall development of Divyangjan (Person with special needs)
 
We provide growth, self-reliance and independence to these people. We also cater to their
nutritive needs for a complete wellbeing. Our Support organizations also have centre for care
program for the one who are without parents or any family support. Organisations
rehabilitation facility takes care of their needs.

Additionally, we offer them with government benefits and adoption programs where they can
be adopted by families willing to take responsibility of them. With immense pride, we aim to
express respect to each disabled person for their individuality, for as Stephen Hawking’s said-
disability is not an obstacle to success. Welcome to our little world of endless joy and
happiness, we promise to shower you with immense love and kindness.

“MAKING THE WORLD BETTER – ONE SMILE AT A TIME”

 Literature Review

Digital marketing is the use of technology to conduct various marketing activities that
improves the customer knowledge and meets their needs and wants (Chaffey et al, 2013). In
this developing world companies have realised the importance of digital marketing and they
have realised that in order for them to be successful in digital marketing they have to merge
both traditional and the digital marketing for meeting the customer requirements (Parsons,
Zeisser, Waitman 1996).

Online marketing is the powerful marketing vehicle for building up brand image and also to
increase traffic for the companies to achieve success (Song, 2001). Because of the great
expectations in the terms of producing great results and measuring success for advertisement
money spent, digital marketing is very cost efficient for measuring ROI on advertisements
(Pepelnjak, 2008).

Today advertising and marketing techniques have given a great pave to digital marketing.
Now digital marketing is a very powerful tool that it can help revive the economy and can
produce great business opportunities for the governments to function in a most efficient way
(Munshi, 2012).

Researchers in Singapore have tested the success of digital marketing and found out that
digital marketing is the most effective and useful tool for achieving great result in today’s
scenario (Teo, 2005). Growth in digital marketing is mainly because of the rapid advances in
the technology and changing marketing dynamics (Mort, Sullivan, Drennan, Judy, 2002).
Digital marketing should be accessible, navigable and it should be able to maintain speed
within itself in order to deliver great results for businesses (Kantilla, 2004). Social media
specially Facebook has helped the digital markets to communicate with millions of people
about the products and services and therefore helps in providing great business opportunities.
This is possible only if the marketers is well aware about the e communicating strategies and
keep himself updated with the changing technology (Mangold, 2009).

Marketing professionals must clearly understand the social marketing campaigns and
programs and how to attract the audience towards the same.
 Research Methodology

Seeing that the strength of internet and social media will not decrease in the next few years,
this topic will be very important for almost every organisation. The use of smartphones with
social media is one of the fast expanding technology, which increases the scope of digital
marketing. Another point of consideration is the involvement of all age groups, specially
young minds, adolescents, middle aged, children in the use of digital and social media more
excessively. That is why this study focuses on understanding internet or digital marketing and
its techniques.

RESEARCH AIM:
To analyse the various methods of digital marketing.

RESEARCH OBJECTIVES:

1) To understand the importance of search engine optimization of the websites.

2) To study the level of awareness of the 360- degree Google street view facility.

3) To understand the importance of social media marketing among different age groups.

4) To provide suggestions for the digital marketing company

RESEARCH DESIGN

The study is in the form of descriptive research. Descriptive research is the type of
research used to describe the behaviour of a sample or population. It does not give the
answer for how, when or why the behaviour is happening. Rather it answers what the
behaviour is.

DATA COLLECTION

This study uses primary data as well as secondary data. Primary data is the collection
of the raw data by the researcher himself using tools like survey, interview etc.

INSTRUMENT:
1) Questionnaire

2) Case study

The secondary data is the collection of the data that has already been collected and
analysed via various sources like books, industry official website etc.

INSTRUMENT:

1) Internet

2) Official industry website

3) Internal industry documents

 DATA ANALYSIS

SURVEY ANALYSIS:

TABLE NO.1: Do you browse on internet before going to a place?

SNO. OPTIONS NO. OF USERS PERCENTAGE

1. Yes 67 55.83

2. No 19 15.83

3. Sometimes 34 28.33
 INTERNET BROWSING

YES
NO
SOMETIMES

According to this survey, I have interviewed 120 respondents among which 55.8% people
browse on internet before going to a place, 15.83% do not browse and 28.33% people do
browse sometimes depending on the place they want to visit.

TABLE 2: What are the common mediums that you use to make your search?

S.NO. OPTIONS NO. OF USERS PERCENTAGE

1. Google search 43 35.8%
2. Social media 39 32.5%
3. Google maps 24 20%
4. Others 14 11.6%
 Medium of search

Google search
Social Media
Google Maps
Others

According to this survey, 120 people were surveyed among which 35.8% people use google
search as their primary medium to make their search, 32,5% use social media, 24% use
google maps and 11.6% use other mediums.

TABLE 3: Are you aware of the 360-degree street view facility provided by the Google
maps?

SNO. OPTIONS USERS PERCENTAGE

1. YES 22 18.3%
2. NO 46 38.3%
3. MAYBE 52 43.3%
 360 GOOGLE STREET VIEW

According to this survey 120 people were interviewed among which 18.3% people know
about the google street view facility and are using it, 38.3% people do not know at all about
such a feature in google maps and 52% people are not sure if they are aware of it.

TABLE 4: 360-degree street view helps you explore and enhance your experience before
your visit.

SNO. OPTIONS USERS PERCENGTAGE

1. Strongly agree 48 40%
2. Agree 33 27.5 %
3. Neutral 13 10.83%
4. Disagree 22 18.33%
5. Strongly Disagree 04 3.33 %
 360 DEGREE GOOGLE STREET VIEW

45

40

35

30
360 DEGREE GOOGLE STREET
25 VIEW
20

15

10

0
Strongly Agree Agree Neutral DisagreeStrongly Disagree

According to this survey 120 people were surveyed based which we found out that 40% of
users say that 360 degree Google street view is very helpful and these are the regular users of
this facility 27.5% people say that many times Google 360 view is helpful, 10.83% of the
people say that sometimes it is useful and sometimes its not. 18.33% people say that Google
360 degree street view is not so useful and 3.33% of people say that it is not at all useful.

TABLE 5: How much time do you spend on internet browsing at one go?

SNO. OPTIONS USERS PERCENTAGE

1. ½ hour 45 37.5%
2. 1 hour 29 24.1%
3. 2 hour 27 22.5%
4. More than 2 hours 19 15.83 %
 TIME SPENT ON INTERNET

MORE THAN 2 HOURS

2 HOUR

1 HOUR

1/2 HOUR

0 5 10 15 20 25 30 35 40 TIME SPENT ON INTERNET

According to this survey, 37.5% users spend around ½ hour on internet browsing, 24.1%
spend 1 hour, 22.5% spend 2 hours and 15.833% spend more than 2 hours.

TABLE 6: Do you check if the website is verified by Google before visiting their website?

Sno. Options Users Percentages

1 Yes 51 42.5
2 No 23 19.16
3 DEFINITELY 34 28.3
4 Not always 12 10
 GOOGLE WEBSITE OPTIMIZATION
45

40

35

30
GOOGLE WEBSITE OPTIMIZATION
25

20

15

10

0
YES NO DEFINITELY NOT ALWAYS

According to this survey, 120 people were surveyed among which 51 users say that they do
check for website verification before they visit the page, 23 users said that they do not bother
much about website verification, 34 users says that website verification is the most important
factor for a website and 12 users say that sometimes it is important and sometimes it is not
depending on the purpose for their visit.

TABLE 7: Is the website logo and presentation important to you?

Sno. Options Users Percentages

1 Very important 47 39.16
2 Important 25 20.83
3 Not important 14 11.66
4 Sometimes important 34 28.3
sometimes not
 IMPORTANCE OF LOGO

45
40
35
30
25
20
15
10
5
0

IMPORTANCE OF LOGO

According to this survey 120 people were surveyed among which 47 people say that website
logo and presentation is very important. 25 people say that it is important but not very
important. 14 people say that it is not so important and 34 people say that it varies and
sometimes its important and sometimes it is not based on the type of search they make.
TABLE no. 8: How do social media advertisements effect your buying decisions?

Sno. Options Users Percentage

1. Make my decision 43 35.8

easier.

2. Makes me aware 24 20
of new promotions
and

offers

3. Give me a clear 16 13.3

idea of affordable
and quality
products

4. Confuses me 15 12.5
because of large
variety

5. Leads to 10 8.33
manipulation

6. Makes my decision 12 10
even more
compicated
 Social media adverisements
Makes my decision easier
Makes me aware of new
promotions and offers
Gives me clear idea of
affordable and quality products
Confuses me because of large
variety
Leads to manipulation
Makes my decision even more
complicated

According to this data, out of 120 respondents interviewed 43 people believe strongly that
social media advertisements makes their buying decision easier, 24 people believe that social
media advertisements helps them to be more aware of new product promotions and offers, 16
people think that it gives them clear idea of affordable and quality products, 15 people think
that it confuses them with the large variety of products, 10 people think that it leads to
manipulation and 12 people think that it makes their buying decision even more easier.

SNO. OPTIONS USERS PERCENTAGE

1. Strongly agree 62 51.66
2. Agree 25 20.83
3. Neutral 16 13.33
4. Disagree 12 10
 ROLE OF SOCIAL MEDIA IN DIGITAL MARKETING
Strongly Disagree

Disagree

Neutral DIGITAL MARKETING

Agree

Strongly Agree

0 10 20 30 40 50 60 ROLE
OF SOCIAL MEDIA IN

According to this survey of 120 respondents, 62 people say that social media is a very
important aspect of digital marketing, 25 people say that social media is one of the important
factor, 16 people say it differs based of the requirement of marketing, 12 people disagree to
the statement that social media is important, and 5 people strongly disagree to this statement
and believe that social media have got nothing to do with the digital marketing.
 Case Study

The Power House Gym

Founded in the year 1974 by brothers namely, William and Norman Dabish who were a part
of the the health club chain, began as a single inner-city establishment in Highland Park, has
grown into one of the most well-known and well respected health club organizations in the
world. The Powerhouse Gym name and the brand has been ranked as one of the top leaders in
the whole fitness industry for more than 40 years. With 300 licenses in 39 states, Powerhouse
has successfully continued to gain huge global attention by spreading into 17 other different
countries worldwide.

Today, Powerhouse Gyms International is at the peak of tremendous growth and expansion.
One reason for this surge in membership and facilities has been Powerhouse Gym’s ability to
not only accommodate the conditioned market, but to also attract mainstream consumers and
fitness enthusiast by providing excellent fitness facilities. The famous muscleman logo is a
sign of credibility across the country and is a testament of where this company began. The
Powerhouse Gym Trademark is now associated and known for its service and quality, and is
appearing throughout each and every Powerhouse Gym that opens its doors to over 1.2
million dedicated members.

Challenge:

The biggest problem faced by gyms, no one knows you’re out there and those that do aren’t
thinking about you. Too many gym owners significantly underestimate what it will take to
gain attention. It requires a massive, determined effort and not just doing a few things to
accomplish this. Powerhouse faced a lot of problem in gaining recognition within the crowd
and stand out from the rest of their competitors.

Internet technology has evolved tremendously and successful clubs are implementing sales
strategies to send people to their website and engage prospects and members throughout the
buying cycle. Industry stats increase each year, now showing that many clubs, are doing
1520% of their new memberships Online. By using their website as a business platform, all
visitors can connect, learn, and perhaps purchase in ways not even imaginable a few years
ago. There are many factors in the success or failure of a club, but one major factor for those
that succeed is having the right marketing.

PowerHouse had a virtually non-existent presence online and focused exclusively on bottom
of the funnel strategies, traditional mailers, and other print advertising in local media. Not
having a measurable means to target their personas, they felt safe, but a little trapped with
having to stick with traditional marketing tactics that many clubs use across the country. In
addition to many propositions from fly-by-night online marketing companies, they
experienced challenges in trusting online marketing companies that promised too much and
never delivered.

Therefore, to convert the potential customers into active, the client was looking for Search
Engine Marketing and Social Media Marketing service where they can generate leads and
convert them into their customers.

Solution:

Today, Powerhouse Gym promises to provide their members with a friendly, cohesive
atmosphere. Word-of-mouth is found to be more meaningful and trusty than any other
marketing medium. When Powerhouse encourage members to share their experience on
social media, they are driving free word-of-mouth for their brand, creating marketing that
spreads the gym’s message in the most authentic and effective way possible.

PowerHouse Gym’s therefore came up with a new website that was not only current and
aesthetically pleasing, but it also needed to provide a means for the implementation of a
consistent flow of new content from educational blog articles to pages designed to spotlight
amenities and offers in the club, as well as increase organic visibility through authoritative
keyword rankings. In addition to a reliable website structure, the club started a system to
engage with new and current prospects, and existing members on a consistent basis both
inside and outside of social media. An email marketing system was followed up for the same.

The biggest strategy that proved to make the most significant difference was structuring a
means for which we could encourage website visitors to download free content in exchange
for their email information.
 Findings

Some of the Internship based key findings are:

Task accomplishment

As an intern I was appointed to work with the social media marketing department of the
organization. This helped me to understand the actual work scenario in an organization. I
got a practical exposure and great opportunity to learn new aspects and concepts.

Adjustment with the workplace

While I was an intern in the office, I was always treated an employee like others. I got
sufficient assistance from the working people which helped me study their working strategy
and USP. This enhanced my knowledge, skill and the power of applying my academic
knowledge in the workplace.

Enhancement of communication skills

As a fully client-oriented organization, Made differently provides great service to their clients
where communication skill is one the primary factors. I have achieved significant about their
service delivery and the role of communication skill in delivering a service more effectively
and taking orders in huge number. I also got an opportunity to fix meeting with their clients
which helped me a lot in improving my communication skills.

Familiarization with the corporate culture

While I was working with the company, I got an opportunity to mix with the culture of the
organization and to cop up with people from different cultural backgrounds which really
helped me to learn about workplace diversity.

From the experience of my research project, here are some of the key findings given by me
purely based on my research.
• According to this research, 120 people were surveyed and it was seen that more than
half of the population always prefer internet browsing before visiting a place to get a
clear idea of the place they want to visit and if that place actually meets their needs
and standards. It shows that internet browsing helps them to clarify and make the
most suitable selection.

• It was seen that the most common medium that people often use to make their search
is Google chrome followed by social media, Google maps etc. Respondents in this
research suggest and agree to the fact that Google chrome provides them clarity and
direct access to their search. People also agree the growing influence of social media
makes their search easier and affordable. People often use Google maps before
visiting a place which helps measure the distance and time.

• This survey was also conducted to test the awareness of one of the growing digital
media platform called 360 degree street view provided by Google maps. The result
was that most of people were not aware of this new feature and 1/4th of the population
was aware of this. 360 degree Google street view helps people to get a 3D insight of
the place they would like to visit. It directs and gives us a virtual interior tour
experience of the place that is likely to visit. This is one of the futuristic digital
marketing techniques which is now opted by many of the hotels, restaurants,
companies etc.

• Google website optimization is one of the oldest digital marketing methods that
almost every company uses today. This survey shows that more than half of the
people agree to fact that google website optimization or google website verification
plays a very important role for their search. People often opt to check only those
websites which are google trusted. Google website optimization also helps the
companies to get their website on the first page of google search and helps them rank
1st as compared to their competitors. This increases their number of searches. This is
another digital marketing techniques that is often used by the companies.
• According to this survey people also say that website logo and presentation is also
very crucial for their search. People say that attractive and well presented website
with enough images attracts and grabs their attention.

• Social media advertisements again is one of the growing digital marketing techniques
widely used. This survey helped us analyse the influence of the same and how SMs
affect their buying behaviour. The result was that people think that is makes a lot of
difference to their decision and helps them make a sensible decision. People say that
social media exposes them to different websites and their benefits and advantages
over their competitors. People say that it exposes them to different offers and provides
them wide varieties and helps them save money and time. People strongly believe that
social media plays a very important role in digital marketing.
 SUGGESTIONS

Social media marketing is comparatively a new concept for many companies nowadays. It is
one of the most interactive communication medium specially for the youth. Since social
media marketing is one of the trending digital marketing techniques, I have tried to provide
some recommendations regarding the social media marketing that may help the companies
using social media to prosper in the future.

Increase budget for the social media marketing:

Since its one of the trending mediums, companies need to invest more on promotion via
social media. It is always seen in the companies that they tend to keep low budgets for social
media marketing.

Increased efficiency of brand pages on social media:

The product or service advertisements can be more innovative and updated with trends. Like
with the growing trends of polls and hashtags the company need to keep themselves in it
instead of old same post of advertisements.

More requirement of social media marketers:

It gets often off track when an employee who does not have much knowledge about the
digital marketing acts and takes an active role in social media marketing. Knowledgeable
marketers are always required for continuous spread and growth through social media. \

Share success and failure of the company:

It is always preferred that company need to share their different success and failure projects
through social media marketing. This helps the audience know about the company growth
and motivates them to work or make with the company.
Provide and give new interns and freshers to showcase their talent:

30 It is seen that the rate of youth in social media is much more that other age groupers.
Hence it has been proven that they can keep themselves updated as social media
communication is a part of their life.

CONCLUSION

The summer internship helped me understand how the corporate world works and how its
various departments and functions work. It helped me learn different digital marketing
techniques and how the digital marketing is highly influencing the markets today and taking
over the traditional marketing.

Digital marketing has a great growth potential and is rapidly growing. Digital marketing is a
basic process for which intensive research is to be conducted to find out the target audience,
clients, sponsors etc. the company helped to get a insight to 31 the whole process and the
various key points to crack a deal and how to highly influence people with the marketing
strategies.

This internship taught me that digital marketing is not as easy as it seems. It needs special
skills and techniques and the marketer need to keep himself updated with the changing
technology and have to quickly adapt to that technology to be a good digital marketer.

The exposure to the practical environment has increased my experience and confidence to
deal with the various organizational communication with the customer and also with the
colleagues. With this short5 span of time I could increase my knowledge and how to apply
my knowledge in the real world.
 Finally, the internship program has increased my skill to communicate and build up my
confidence level to work in real projects and teams.

REFERENCES

Books:
Literature review (marketing researches done by authors). Retrieved on January 13th, 2019,
from:

1) Michael Cohn - Mastering Digital Marketing

2) Damian Ryan - Understanding Digital Marketing

Websites:
1) Literature review books reference. Retrieved on May 18th, 2019,
fromwww.ebooks.com/en-in/subjects/business

2) Literature review website reference. Retrieved on May 18th, 2019,

fromwww.ncbi.nlm.nih.gov/pmc/articles/.

3) About the digital marketing industry (industry profile). Retrieved on May 19th, 2019,
from- https://neilpatel.com/digital-marketing.

4) History and background of the company (company profile). Retrieved on June 1st, 2019,
from- https://www.insprago.com.

5) Data collection. Retrieved on June 25th, 2019, from- https://neilpatel.com/digital