CHAPTER 1

1
 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 example
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 Insprago IT solutions. 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.

1.1. 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 is a very few population of 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
dificits 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.

CHAPTER 1.2
 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.

CHAPTER 1.3
 COMPANY OVERVIEW- INSPRAGO IT SOLUTIONS

Insprago is a fully integrated digital marketing company specialised in both inbound

marketing and out bound marketing. Established in 2015, with office in Dubai, the business
hub of UAE, Insprago have helped more than 200 businesses to achieve their goals and
flourish in achieving their true potential during this time. Insprago believe in creating content
which will solve problems of the clients. When customers search Internet for an answer, we
drive them to our client’s website. Insprago achieve this by fully understanding the client
target customers who are the buyers and uses very sophisticated technology to map the
customers to the product or services offered, making the sales process more efficient and
measurable by providing real ROI to the clients.

Insprago is inspired by the future technology and is always leads in the new technological
advancements. Block-chain is revolutionising the way technologies will lead the world and is
set to make drastic changes in the way business would be carried out. Insprago offers a
definitive service which will improve the visibility, productivity and the security of the
business.

Major Services of Insprago includes but not limited to the following;

 Digital Consultancy
 Corporate Branding
 Digital Marketing
 Web Designing and Development
 Ecommerce Development
 Graphic Designing
 Mobile-Application development
 Block-chain Training & Consultation
 Web Security implementation & Training
 Google 360 Business View / Virtual Walkthrough
(English / Arabic)
(SEO, SMO, Inbound Marketing)
(English / Arabic) (All kind of websites)
(English / Arabic)
(English / Arabic)
(Android / IOS/ Cross Platform)
The major competitors of the company may include Virtual Eyes who offer services beyond
Real Estate, Construction, Travel, Leisure, News and Entertainment industries. They also
offer the full money return agreement if the clients are not satisfied.

Another competitor of the company is the PROJEX ME. They provide services like product
modelling, creative concepts, visual designing, stage designing, exhibition stands, video
productions, short films, info-graphics etc. The other major competitors may include
PURPLE 360, 360 EMIRATES, SEE INSIDE GROUP etc.

But what makes Insprago stand out from other companies offering similar services is
the ability to fuse our various backgrounds to provide useful insight. As well as the
experience of how to make optimum use of Street View Trusted for your business
needs.

The modes operandi of this Insprago starts with a detail problem and need assessment of the
customers. Here they make sure to get the customer confidence before starting the project.

Insprago mainly concentre on Start Ups and SME sectors which is a fast growing digitalizing
industry in UAE. Insprago has the industry forecast of 10 years.
 CHAPTER 1.4

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 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.
As the marketing dynamics are changing greatly, it is important to adopt different and unique
marketing strategies to attract the young target customers by using social media effectively. It
is important that strategic integration approaches adopted meets the company’s overall
marketing plan (Rohm & Hanna, 2011).

The study was conducted with the neighbourhood environment to study the physical disorder
influence and spread of the disease for which they decided to use Google street view to
spectate the places like hospital, pharmacy, traffic and parking, infrastructure where active
people were present using Google maps. This was conducted in the year 2008 and the sample
was conducted from the 34 blocks near the neighbouring environments of New York city. The
result was that the exploratory study using Google street view was very helping for them to
find their desired result and Google street view is best to conduct the audit neighbourhood
environment (Ageymang C, Huijdong Cv, Stronks K, 2007- 2008)

Blogs, as one of the major tool of digital marketing have helped in increasing the sales
revenue, especially for the products where the customers can read the reviews and make of
the judgement of the rating of the particular product. The customers can also leave their
comments of their experience with the products which is leads to customer satisfaction and
helps them to give them a personal experience (Zhang, 2013).

Web experiences greatly affect the mental process of the consumers and have great influence
on their buying decisions (Cetina, Cristiana, Radulescu, 2012).

Marketers who fail to utilize digital marketing as their strategy are in great disadvantage
because internet not only changes the brand image but also its pricing, distribution,
promotion and many other factors (Yannapoulos, 2011).
 CHAPTER 2

RESEARCH PROBLEM

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.

 CHAPTER 3

RESEARCH METHODOLOGY

3.1. 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.

3.2. 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

3.3. SAMPLING TECHNIQUE

Sampling is the process in which the whole data is collected by a group of individuals.
Sensex is one of the sampling methods used by the individuals. The group of people or
representatives is known as sampling. The sample size can be selected by the research type.
The sampling size of this research is 120.
 CHAPTER 4

DATA

ANALYSIS

4.1. 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%

ANALYSIS:-

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%

ANALYSIS:-

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%

ANALYSIS:-

360 GOOGLE STREET VIEW

YES
NO
MAYBE

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%

ANALYSIS:-

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%

ANALYSIS:-

TIME SPENT ON INTERNET

MORE THAN 2 HOURS

2 HOUR
TIME SPENT ON INTERNET

1 HOUR

1/2 HOUR

0 5 10 15 20 25 30 35 40

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 PERCENTAGE

1. YES 51 42.5
2. NO 23 19.16
3. DEFINITELY 34 28.3
4. NOT ALWAYS 12 10

ANALYSIS:-

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 PERCENTAGE

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
important.

ANALYSIS:-

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 easier. 43 35.8
2. Makes me aware of new promotions and 24 20
offer.
3. Give me a clear idea of affordable and 16 13.3
quality products.
4. Confuses me because of large variety. 15 12.5
5. Leads to manipulation 10 8.33
6. Makes my decision even more 12 10
complicated.

ANALYSIS:-

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.

TABLE 9:- Social media plays an important role in digital marketing.

SNO. OPTIONS USERS PERCENTAGE

1. Strongly agree 62 51.66
2. Agree 25 20.83
3. Neutral 16 13.33
4. Disagree 12 10
5. Strongly Disagree 5 4.16

ANALYSIS:-

ROLE OF SOCIAL MEDIA IN DIGITAL MARKETING

Strongly Disagree

Disagree

ROLE OF SOCIAL MEDIA IN

DIGITAL MARKETING
Neutral

Agree

Strongly Agree

0 10 20 30 40 50 60

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.

CHAPTER 4.2

THE POWERHOUSE GYM (CASE STUDY)

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 15-
20% 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.

CHAPTER 5

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, Insprago IT Solutions 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 coorperate 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.

CHAPTER 6

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:-
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.

CHAPTER 7

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, sponsers etc. the company helped to get a insight to
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
collegues. 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 have increased my skill to communicate and build up my
confidence level to work in real projects and teams.

CHAPTER 8

REFERENCES

Books:-
Literature review (marketing researches done by authors). Retrieved on January 13 th, 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, from-
www.ebooks.com/en-in/subjects/business
2) Literature review website reference. Retrieved on May 18th, 2019, from-
www.ncbi.nlm.nih.gov/pmc/articles/.
2) About the digital marketing industry (industry profile). Retrieved on May 19th,
2019, from- https://neilpatel.com/digital-marketing.
3) History and background of the company (company profile). Retrieved on June 1st,
2019, from- https://www.insprago.com.
4) Data collection. Retrieved on June 25th, 2019, from- https://neilpatel.com/digital-
marketing.
 CHAPTER 9

APPENDIX
QUESTIONNAIRE

Name:-

Occupation:-

Gender:- ☐Male ☐Female

1) Do you browse on internet before going to a place?

☐ Yes ☐ No ☐ Sometimes

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

☐Google search ☐ Social media ☐Google maps ☐Others

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

☐Yes ☐No ☐Maybe

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

☐Strongly agree ☐Agree ☐Neutral ☐Disagree ☐Strongly

disagree

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

☐1/2 hour ☐1 hour ☐2 hour ☐More than 2 hours

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

☐Yes ☐No ☐Definitely ☐Not always

7) Is the website logo and presentation important to you?

☐Very important ☐Important ☐Not important ☐Sometimes important and

sometimes not important.

8) Do you remember any advertisement on social media? If yes please specify.

☐ Yes ☐No

Specify:-

9) How do social media advertisements effect your buying decisions?

☐Makes my decision easier

☐Makes me aware of new promotions and offers

☐Gives me a clear idea of affordable and quality products.

☐Confuses me because of the large variety

☐Leads to manipulation

☐Makes my decision even more complicated

10) Social media plays an important role in digital marketing.

Strongly agree ☐Agree ☐Neutral ☐Disagree ☐Strongly disagree