SUMMER TRANNIG REPORT

On

“A STUDY ON ONLINE MARKETING STRATEGIES OF DIGITAL

OBSESSION”

Submitted in partial fulfillment of the requirements

For the award of the degree of

Master of Business Administration (MBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide Name: Dr. Amit Gupta Submitted by:

(Associate Professor, SBA) Name: Anuj Tehlan
Roll No.: 50220803920

Bhagwan Parshuram Institute of technology

School of Business Administration
New Delhi – 110089
Batch 2020 – 22

2
 DECLARATION

I ANUJ, hereby declare that the project work entitled “A Study On Online Marketing
Strategies of Digital Obsession” submitted to BPIT, New Delhi in partial fulfillment of
the requirements for the award of degree of Master of Business Administration during
the academic session 2020-22 is an original work and it has not been previously formed
the basis for the award of any Degree, Diploma, Associate ship, Fellowship or similar
titles to any other university or body during the period of my study.

ANUJ
Enrollment No.
50220803920 MBA III
SEM

3
 ACKNOWLEDGEMENT

“When a person is help, guide and co-operated his or her heart is bound to pay
gratitude.” It is not a single man’s effort which is sufficient for the accomplishment of a
Research. Various factors, situations and persons integrate to provide the background for
accomplishment of a task requires the effort of so many people and the work is no
different. I acknowledge here the names of those people who have been instrumental in
preparation of this Research.
I am sincerely indebted to Dr. AMIT GUPTA for his valuable suggestion and
inspiration to undergo this study and his unstilted help which she gave for the
completion of this project report.
My grateful thanks are also due to various others technocrats, who inspire of there
multifarious pre-occupation, were kind enough to spare time to grant me personal help
and others cooperative activities. I would also like to thanks co-operation for providing
the recruitment & selection and supplemental information used in this study.

ANUJ
Enrollment No.
50220803920 MBA III
SEM

4
 TABLE OF CONTENTS

SR. NO TITLE PAGE NO.

1 DECLARATION 1
2 CERTIFICATE 2
3 ACKNOWLEDGEMENT 3
CHAPTER-I 6-18
4 INTRODUCTION

5 COMPANY PROFILE

6 SOURCE OF DATA COLLECTION

CHAPTER-II 19-28
7 LITERATURE REVIEW & SWOT ANALYSIS

CHAPTER-III 29-43
8 OBJECTIVE OF STUDY

9 DATA ANALYSIS

CHAPTER-IV 44-50
10 SUMMARY

11 RECOMMENDATION

12 BIBLIOGRAPHY 51

5
 EXECUTIVE SUMMARY

Project title:-

“ A study on digital marketing and its impact on revenue generation with reference to Digital
obsession.” Digital marketing is marketing that makes use of electronic devices (computers)
such as personal computers, smartphones, cell phones, tablets and game consoles to engage
with stakeholders. Digital marketing applies technologies or platforms such as websites, e-
mail, apps (classic and mobile) and social networks. Digital Obsession Pvt.Ltd has emerged
as one of the best online media companies in the Indian marketplace. The company offers a
plethora of services in all online media platforms. The offerings include marketing and
consulting on Facebook, Twitter, LinkedIn, slideshare, YouTube, and Google. The firm
worked with multiple brands on social media and currently have 4 out of Top 30 brands in
Facebook India. The project was “A Study On Digital Marketing”. This report will help to
get an idea about digital marketing and how the digital marketing has impact on revenue
generation for digital marketing companies. Through this study we will see how online
media companies emerging how they are generating revenue and how they are growing
economically and revenue generation models of online media companies particularly
reference to Digital Obsession Main findings of this internship are given here. Indian
customers are highly information seekers. They collect more information about a product
before buying it. Internet penetration in India is key player for this phenomenon. Most of
Indians are getting stimulus through advertisements, but they are not reaching to end phaseof
customers purchase journey, mainly in high involvement purchases. Brands are getting more
touch point to reach their target group in this digital era. More details about findings are
given this report.

6
 CHAPTER-1

INTRODUCTION AND PROFILE OF

THE COMPANY

7
 INTRODUCTION

Digital Obsession is not just another digital marketing agency. Digital Marketing is our
passion. We eat, drink and live Digital.

Digital Obsession, as its name implies, is involved by highly motivated and capable young
group of highly experienced technocrats who could help and serve companies, institutions
and individuals to optimize the digital visibility through online marketing and promotional
activities. Digital Obsession is a solution provider for the entire web based marketing and
promotional activities which help your firm to harness the highest potential of growth in this
digital world.

The era of traditional marketing through direct advertisement and personalized approach is a
history. The brand building and decisive marketing needs much more innovative approach
than the traditional pitch that many companies adopted during the brick and mortar period.
Multiple marketing methodology and integrating with hyper active social media networks
and other web based online services is one of the unique but highly successful medium used
by leading companies for promotion of products, events and services.

We believe in offering customized digital solutions which are in sync with your marketing
strategy and thus being one of the strongest pillars to help you in reaching your desired
marketing goals. We are a bunch of motivated and capable digital spark plugs to help and
serve companies to optimize the digital visibility through online marketing andpromotional
activities. We plan, execute, optimize and deliver the best results for your digitalcampaigns
and have a strong client base worldwide.

Following are the areas of our expertise:

• Digital Marketing Strategies

• Search Engine Optimization
• Search Engine Marketing
• Website designing, development & maintenance
• Email Marketing
• Web Analytics & Reporting
• Content Marketing

COMPANY DETAILS

CIN

U93000HR2013PTC050966

Company Name
8
DIGITAL OBSESSION COMMUNICATION PRIVATE LIMITED

Company Status

Active

RoC

RoC-Delhi

Registration Number

50966

Company Category

Company limited by Shares

Company Sub Category

Non-govt company

Class of Company

Private

Date of Incorporation

22 November 2013

Age of Company

7 years, 11 month, 2 days

Digital Obsession Communication Private Limited is a Private incorporated on 22 November

2013. It is classified as Non-govt company and is registered at Registrar of Companies,
Delhi. Its authorized share capital is Rs. 100,000 and its paid up capital is Rs. 100,000. It is
inolved in Other service activities

Digital Obsession Communication Private Limited's Annual General Meeting (AGM) was
last held on 31 December 2020 and as per records from Ministry of Corporate Affairs
(MCA), its balance sheet was last filed on 31 March 2020.

Directors of Digital Obsession Communication Private Limited are Deepika Satija, Pradeep
Kumar Mahlawat, .
9
As a full service digital marketing agency, we have a team of specialists, who consitently
work towards optimizing digital marketing performance for brands. We offer a mix of
creative ideas with vast experience in search technologies to consistently deliver outstanding
results for our clients. Through social media promotions, we help you to build a strong and
everlasting relationship with your clients by engaging them with your brand. We are a full
service marketing agency that excels in delivering compeling digital marketing solutions. We
specialize across several key areas; search engine optimization, social media marketing,
email marketing and digital marketing. Our winning solutions and rich experience has helped
many of our clients to interact and engage with their customers in a better way.

VISION

The most innovative internet marketing agency that excels in changing the way businesses
work i.e. Speak, Listen and Share Online.

MILESTONES

Our Milestones
November, 2014
Agency founded in a small room.

October, 2015
We opened a two new amazing offices in Gurgaon & Jaipur.

February, 2018
From a team strength of two, we have reached to 14 digital enthusiast.

March, 2020
80% of our clients have marked their footprints of 1st page of Search Engines and increased
ROI.

CLIENTELE

Limeapple
pinnacle
Breakthrough
10
LEAD Tuition Academy
Clovermead
Geoponics
Lava
JDM
Xebia
Enterprise
Telehealth Care
The Investigative
Pan Bahar
Jaypee Hotels
Pelian Dairy And Food
Hudson Canola Oil
Genome
Relaxo

Digital Marketing

Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model. Digital Marketing can be
classified into Pull and Push marketing.

Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or
pull) the 5 content via web searches. Web site/blogs and streaming media (audio and video)
are good examples of this. In each of these examples, users have a specific link (URL) to
view the content.

Push
Push digital marketing technologies involve both the marketer (creator of the message) as
well as the recipients (the user). Email, SMS,RSS are examples of push digital marketing. In
each of these examples, the marketer has to send (push) the messages to the users
(subscribers) in order for the message to be received.

11
Digital Marketing Trends

Organizations are implementing a wide range of digital channels so as to engage customers

in a more personalized way. Digital marketing trends that organizations are rapidly
embracing include

Mobility
Business Insider's recent report indicates that globally, one in every five people owns a
smart phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion
smartphones in last four years. Therefore an increased user base accessing the internet via
smartphones has prompted many companies to optimize their online content for mobile
devices.

Personalized Content marketing

Customer engagement, acquisition and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital channels.
Email is one of the most preferred marketing channel to broadcast targeted organization
messages and campaigns to existing and prospective customers.

The growing popularity of smart mobile devices, increasing location based social activities
like experience 6 sharing, review reading via social media and the evolution of Global
Positioning System (GPS) are helping companies leverage Social-Local-Mobile marketing
activities

NEED OF THE STUDY

Advertising is normally done by a third party known as advertising agency. An advertising
agency is a service based business dedicated to creating, planning, and handling advertising
for its clients. An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also handle
overall marketing and sales promotions for its clients. Types of ad agencies are

Full service agencies

Creative agencies

12
 Specialized agencies

In-house agencies

Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness
and generate leads for their products but now the trend has changed and Digital media has
taken its place. Main reason for this change was

Traditional methods are expensive. Compared to digital marketing channels, you could end
up spending lakhs of rupees more.

Traditional marketing channels fail to provide instant feedback and reports about who saw or
heard an ad, and took action. This data is collected long after the initial ad impression is
made (and still 8 then, the statistics are far from exact numbers).

Digital marketing, on the other hand, refers to marketing methods that allow organizations to
see how a campaign is performing in real-time, such as what is being viewed, how often,
how long, as well as other statistics such as sales conversions.

The digital landscape is moving at a lightning fast pace. Every industry has been affected by
the advances in digital. Digital marketing is an essential part of this for companies who want
to utilise the power of the internet in order to boost business. The tremendous scope of
Internet Marketing in India, we have to understand that marketing through the internet can be
an entirely different ball game. In fact it is a potent combination of technology and marketing
acumen.

Digital Marketing like traditional form of marketing is a highly result driven and set
objective practice. One can’t begin a digital marketing campaign without setting the
campaign objectives. A digital marketer understands the needs ofthe clients and visualizes
their needs to deliver what they want.

Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the
statistics

77% of people interact with brands on Facebook by looking at posts

17% share news and experiences with others about the brand

13
13% post updates about brands they have connected with

56% said they would recommend a brand after becoming a fan on Facebook

34% of digital marketers have generated leads from Twitter

so as a marketing management student it's very essential to research on such an important

marketing tool and study on its impact on revenue generation will help you to know about
how marketing agencies performing .

Scope of the project

1 To understand the digital marketing models.

1) To understand marketing effectiveness.

2) To understand how digital marketing campaign's takes place.

3) To understand how digital marketing agencies works and generating revenue.

4) To understand how digital marketing has impact on revenue generation.

Limitations of this project

1. The time span for the project is limited.

2. This revenue generation model completely with reference to

3. Time of campaigns for some client is more than three months.

4. Advertising expenditure of some companies is confidential so it can’t be revealed

14
 RESEARCH METHODOLOGY

The research design and methodology is presented as follows

Data collection

The task of data collection begins after a research problem has been defined and research
design has been chalked out.

While deciding about the method of data collection to be used for the study, the research
should keep in mind two types of data viz. Primary and Secondary.

Sources of data

a) Primary Data.

b) Secondary Data.

Primary data

The observation method is the most commonly used method. Data pertaining to digital
marketing process and most of information is collected from project guide in the company.
Questionnaire method is also very widely used in order to give a structure to the entire study.

Secondary data

Secondary data is collected from already existing sources in various organization broachers
& records. Secondary data for the study were collected from the magazines, websites & other
previous studies. To meet the objectives, the study used qualitative research. The descriptive
study was done through review of existing literature that helped in validation and extraction
of the important variables and factors. Data was collected from secondary sources.
Secondary sources were magazines, websites, books, office executives, and company data.

15
 Digital Marketing and Customer Acquisition

SEARCH

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO),
we ensure that you reach your objectives in the best possible way.

SOCIAL MEDIA

Plan companies social media campaigns to reach your exact target market with the right
communication message.

16
VIDEO CREATION & MARKETING

Understanding brand message and creating interactive videos to showcase your brand
presence is our speciality.

E-MAIL MARKETING

Creating custom mailer designs and execute them to drive your inbound marketing strategy.

AFFILIATES

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners

17
WEBSITE DEVELOPMENT

Designing and developing, visually appealing and functional websites whichare accessible
to your audience across multiple platforms. We ensure that whatever we deliver has the
highest quality of experience.

BRAND CAMPAIGNS

Creating integrated campaigns to create brand presence and recall in the mind ofyour

audience.

18
SOCIAL CRM

We help understand the key pain areas of your CRM process and ensure the elimination of
negative impression of your brand across the web.

MOBILE APP DEVELOPMENT

Specially designed enterprise and retail apps to ensure that your buyers can easily find and
purchase products, leveraging technology in your favour to increase your revenues.

APP CONCEPTS TO MONETISE DIGITAL CONTENT

Our visualizers think out of the box every day, thus helping you to
leverage on existing content through innovativ1e8concepts to gain revenue.
 CHAPTER–II

LITERATURE REVIEW AND SWOT

ANALYSIS

19
LITERATURE REVIEW

This paper offers views on some current and future trends in marketing. The content is based
on recent literature and on what is happening in the business world. The paper is based on
secondary data. The paper is based on extant literature and internet sources. The various
articles, researches, reports, newspapers, magazines, various websites and the information on
internet have been studied. We experience a radical change in India towards the
digitalization. The consumer are looking and searching more on internet to find the best deal
form the sellers around India as compared to traditional or conventional methods. In this
study, we acknowledged that businesses can really benefit from Digital Marketing such as
search engine optimization (SEO), search engine marketing (SEM), content marketing,
influencer marketing, content automation, e-commerce marketing, campaign marketing, and
social media marketing, social media optimization, e-mail direct marketing, display
advertising, e-books, optical disks and games and are becoming more and more common in
our advancing technology. It is demonstrated that we all are connected through whatsapp and
facebook and the increasing use of social media is creating new opportunities for digital
marketers to attract the customers through digital platform. Awareness ofconsumer's motives
is important because it provides a deeper understanding of what influences users to create
content about a brand or store. Digital marketing is cost effective and having a great
commercial impact on the business. Based on this study, it can further be argued that
knowing which social media sites a company's target market utilizes is another key factor in
guaranteeing that online marketing will be successful. The effectiveness of Internet
marketing with respect to different business can be analyzed. The study can further be
extended to compare the internet marketing techniques with specific to various businesses.

1 Neelika Arora 32has published research article entitled “Trends in Online Advertising” in
advertising Express, Dec2013. The global online advertising revenues are expected to touch
US $10bn by 2015. In India, the revenues at present are estimated to be Rs.80 cr. and are

20
expected to increase six times more within the next five years. In India, Internet as a medium
is accepted by a wider industrial segment that includes automobiles, telecom, education,
banking, insurance, credit cards, FMCG (Fast Moving Consumer Goods), apparel/clothing,
durables, media, business services and tourism. Out of these, it is estimated that the banking,
FMCG and insurance sectors together account for 45% of the total advertising spend. In
comparison to this, automotive, travel and retail spend 37% of the total advertising revenue
and financial service companies spend 12% only. Some of the top spenders in India are
automobiles, followed by brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing
Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the early
adopters in the field of finance and IT are also increasing their spending. Globally, the trend
is that almost 60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft,
AOL(America Online Launchers), and Overture. Approximately, 90% of the Goggle
revenues come from advertising. In India, portals like indiatimes.com, exchange4media.com,
rediffmail.com, agencyfaqs.com etc are attracting major online spender.

This article explains demographic profile of Indian users. It also gives the comparison
between global trend and Indian trend, which is useful for my research work.

2. Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of
Marketing. 21 Online banner advertising has great potential as an advertising medium. It is
easy to create, place and use. It offers companies targeting well educated, innovative, affluent
males/females or students with great potential for success as their segments are highly
represented.

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

4. Advertising in social media: How consumers act after seeing social ads. Adapted from
Nielsen (2012: 10). Social media has not only changed how people communicate online, but
it has also changed the consumption of other media too. Online social connections are used
to filter, discuss, disseminate, and validate news, entertainment, and products for
consumption. (Ryan 2011: 15) The next chapters will explain more about each of the world‘s
current most widely used social medias. There are, of course, many other social networks and
applications (apps) available but considering the study, the focus is on the main Medias.
21
5. Vikas Bondar has published his article on “sales and marketing strategies” Internet is a
really good thing. The Internet gives people a greater amount of information as we need. It is
the best way to get a comparison of the products that we need. If we are interested in buying,
it is best for us to check the Web sites. Also if we would like to make our own Web page we
can do this, without paying a lot of money. From where do we set all this information? The
answer is from advertising, which we see, everywhere: on TV, on the Internet, in the
newspapers and more. Year after year we get more and more new, interesting information
and in the future the Internet use will increase more than now. This article explains how
internet is useful tool for advertisement.

6. According to Garder‘s survey (2013), the top priority in digital marketing investment will
be to improve commerce experiences through social marketing, content creation and
management and mobile marketing. Key findings also revealed that a company’s marketing
success relies mostly on their website, social marketing, and digital advertising, which areall
parts of digital marketing. In addition, savings made by using digital marketing can be
reinvested elsewhere. Normally, companies spend 10 percent of their revenue on marketing
and 2.4 percent on digital marketing, which will increase to 9 percent in the future.

7. J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
“Impact of Ecommerce on marketing”. Marketing is one of the business function most
dramatically affected by emerging information technologies. Internet is providing
companies new channels of communication and interaction. It can create closer yet more
cost effective relationships with customers in sales, marketing and customer support.
Companies can use web to provide ongoing information, service and support. It also creates
positive interaction with customers that can serve as the foundation for long term
relationships and encourage repeat purchases.

8. Economic times published article on “Indian companies using digital marketing

forcompetitive advantage” in Oct 2014.

According to this article a growing number of marketers in India are leveraging digital
marketing to increase their competitive advantage, a research by Adobe and CMO Council
has revealed. According to the study, India leads in the confidence in digital marketing as a
driver of competitive advantage. Ninety-six per cent of the Indian marketers have high
confidence in the ability of digital marketing to drive competitive advantage. It is among the
highest in Asia-Pacific APAC with only Australia leading with 97 per cent, the research said.
However, while Indian marketers believe that the key driver to adopting digital is a growing

22
internet population (70 per cent in India against 59 per cent in APAC), their belief that
customer preference and digital dependence drive the adoption of digital, and that digital can
engage the audience, is lower than the APAC averages, it added.

The 2014 Adobe APAC Digital Marketing Performance Dashboard was compiled through
quantitative surveys with over 800 marketers across the region.

Marketers from Australia, Korea, China, India, Hong Kong, Singapore and other countries
were covered. "However, while India is an emerging leader in Digital Marketing, it has
dipped in its own performance this year as compared to the previous year. It is important to
note that India scored much higher than the APAC average last year," it said.

Adobe Managing Director South Asia Umang Bedi said that customer preference anddigital
dependence would increase along with the increase in penetration of internet in the Indian
market. "Therefore, what would matter is how the Indian marketers are able to increase
engagement and activate audience through digital marketing. This presents challenges in
programme planning, execution and most importantly measurement," he added. The study
also revealed that compared to their APAC counterparts, Indian marketers are receiving
lesser support from channel and sales teams for increasing digital spends. However they are
doing better as compared to last year suggesting that departments that have a customer
interface are realising the importance of digital marketing in augmenting their effort.

9. Andy mallinson in digital marketing magazine on Jan 23 2015 published article titles how
social media engagement will impact the retail space it says Traditionally, social networks
have not been used as a tool to directly drive e-commerce sales, but as Nielsen reported in its
Global ecommerce report in August 2014, an estimated 61% of people spend a considerable
amount of time researching products through online channels before making a purchase. And
interestingly, a significant 43% of consumers revealed that they specifically browse through
outlets such as Facebook, 23 Twitter, Pinterest, Instagram and Google+ to seek inspiration
for the types of products to buy. This last statistic reveals just how powerful social media can
be in terms of enticing shoppers to make a purchase, both through its use of visual content
and product descriptions. But while many consumers still have reservations about purchasing
items through social channels directly, the social shopping phenomenon is clearly only going
to grow and it’s apparent that this growth will eventually have a positive impact on a
retailer’s bottom line. One retailer which enjoyed success by promoting its products via
social media is ASOS. At the start of 2014, ASOS previewed their summer sale through a
Facebook application, allowing fans to play a series of games to accumulate points, getting
them to the front of the virtual shopping queue. The winners gained first access to the sale,
and through the support of sponsored ads ASOS was able to generate 1 million views
23
through the application, growing their fan base by 32%. This example shows how much

potential there is for brands to drum up organic publicity for their products whilst engaging
through fans across social media channels. Furthermore, it proves that social media outlets
have evolved not only as a tool for driving community growth, but also as a revenue driving
commodity to boost business performance. Retailers mustn’t underestimate the power of
social engagement as a method of generating sales. This was proved by Wanted Shoes, who
recently worked with us to design and integrate a ‘social catalogue’ onto their site. The social
catalogue depicted real-life images of products that customers had recently purchased. When
hovering over a post, users of the site were then directed to a link to buy the exact shoe
displayed in the picture, or alternatively, were able to shop for other shoes from that
designer. Supporting the concept that that social media engagement can facilitate purchase
orders, according to Nielsen, 77% of shoppers say ‘social exposure’ and validation to a
product is the most persuasive source of information, and does indeed drive them to make
more purchases. After all, we mustn’t forget how powerful the trust of our peers can be, and
this has a direct impact of driving revenue. As Wanted Shoes experienced, by showcasing its
products in a customer driven catalogue, they were able to boost revenue and encourage
more people to engage with their brand. Following this example as well as the other retail
giants that have enjoyed impressive results through social channels, the retailer that ignores
the power of social engagement in 2015 could potentially miss out on a substantial revenue
stream – one that could decide the difference between success and failure in an increasingly
competitive retail landscape.

10. Avinash kaushik is an indian entrepreneur published an article in dec 2014 titled digital
marketing and analytics are two ladders of magnificent success.

As a result of the digitalization in the business world, digital marketing has emerged with the
adaptation of marketing and sales departments, which are an essential part of the businesses,
to this change. With digital marketing, the aim is to react quickly and flexibly to changes in
the market and consumer needs through digital channels and tools (Peter & Dalla Vecchia,
2020). Digitalization has significant effects on consumption and marketing issues such as the
consumer concept, consumption, consumer applications, retailer-consumer interfaces,
channel integration, market communication, and business models (Hagberg & Kjellberg,
2020)

Social media marketing is seen as an integral part of digital marketing, with many
organisations taking advantage of this digital channel (Peter et al. 2017). It is regarded as a
cost-effective digital marketing tool used by organisations in order to drive brand building,
customer communication, customer loyalty, lead generation, search engine optimisation,
social selling, and word-of-mouth marketing (J24ensen 2006;Leeflang et al. 2014;Peter and
Dalla Vecchia 2021). In order to benefit from social media, a strategy, valuable content
(including a process to enable and foster the creation of user generated content) and
technology applications are required (Effing and Spil 2016)

The development of technology causes the differentiation of customer needs and demands.
Similarly, businesses that want to keep up with these developments better understand that
customers' in-store purchases, that is, traditional purchasing behavior, evolve into online
purchasing behavior, and therefore strive to take their place in the digital world (Peter &
Dalla Vecchia, 2020)

Smart mobile device users account for 91% of total internet users (Clement, 2020).
Considering that active Internet users commonly use the digital world for shopping, the
Internet becomes an essential tool for businesses that want to benefit from such a large target
audience (Peter & Dalla Vecchia, 2020)

Isohella, L., Oikarinen, E., Saarela, M., Muhos, M., Nikunen, T.: Perceptions of digital
marketing tools in new microenterprises. Management challenges in a network economy. In:
Management, Knowledge and Learning International Conference, 17–19 May, Lublin,
Poland (2017)

Peter, M.K., Kraft, C., Streitenberger, M.: Forschungsresultate zum Stand der Digitalen
Transformation. In: Peter, M.K. (ed.) KMU-Transformation: Als KMU die Digitale
Transformation erfolgreich umsetzen. Forschungsresultate und Praxisleitfaden, pp. 29–55.
FHNW Hochschule für Wirtschaft, Olten (2017)

SWOT ANALYSIS

SWOT is a well-known business term, however, I see few startups employ this tool as a part
of their digital strategy. It serves as an essential component of an online marketing plan and
informs the long term direction of a company. In this guide, we’ll show you how to
successfully perform a Digital Marketing SWOT Analysis.
25
Most clients focus solely on the execution side of online strategy such as search or email
marketing. SWOT, on the other hand, is a strategy development tool. It allows a digital firm
to determine its Strengths, Weaknesses, Opportunities and Threats. This strategic view
allows a firm to leverage its best areas and work on perfecting its weak points to ensure
success.

Before we plunge into the details of the Digital Marketing SWOT analysis, let’s consider the
small details that others ignore and, as a result, suffer.

Strengths and Opportunities are your positive factors while Weaknesses and Threats are your
negative factors. Pretty self explanatory. The top row of your analysis contains internal
factors. For example, a strength may be key personnel years of experience and a weakness
may an underperforming distribution channel.

The second row outlines external factors. An example of an opportunity would be a growing
demand forecast for the product and a threat might be a a government bill that negatively
impacts your company or entire industry.

If we observe them closely, Strengths and Weaknesses can be controlled by the firm itself.
On the other hand, Opportunities and Threats are part of external environment and cannot be
controlled by the firm.

STRENGTH

How is your organization better than others?

What advantages can your firm leverage?

What quality or cost-effective resources are available to you but not others?

Which factors result in definite sales?

What do competitors consider your company’s strengths?

What is your unique selling point?

26
WEAKNESS

What internal processes need improvement?

What do your customers say needs improvement?

What factors contribute to loss of sales?

What do competitors view your firm’s weaknesses?

What are activities to avoid?

This is a stage where you must avoid myopia. Be realistic and generate as much data as
possible so that you don’t have to learn it the hard way.

OPPORTUNITIES

Are there any interesting trends that you can benefit?

Are there any good opportunities lined up?

Opportunities can appear in different ways for example, a government policy that might help
your industry. Change in lifestyle, population and economic and social patterns.

THREATS

What are the barriers?

Does a Government regulation can hurt your business?

27
Does a technology change can make your product obsolete?

Are competitors working on a better product/service?

Do you have Cash-flow or bad debt issues?

Opportunities can appear in different ways for example, a government policy that might help
your industry. Change in lifestyle, population and economic and social patterns.

STRATEGY

Once you finish the online marketing SWOT analysis, it is time to translate these into short
and long term strategies. Your findings are just the tip-of-iceberg. The real work starts now.

Where to begin? For that you need to overlap your strengths, weaknesses, opportunities and
threats with each other. This is called TOWs analysis.

TOWs analysis allows you to determine how you can use your internal strengths to maximize
opportunities and minimize threats. Similarly, you can create strategizes that minimize
weaknesses by taking advantage of opportunities and minimize weaknesses to avoid threats.

Spending time to determine your capabilities is essential to your digital marketing strategy.

28
CHAPTER – III

DATA ANALYSIS AND INTERPRETATION

29
 RESEARCH METHODOLOGY

Way back in 1995, Newsweek published an article titled “Why the Web Won’t be Nirvana.”
Go ahead. Read it. It’s almost laughable now. Little did its author know that the one thing he
so disparaged would become the driving force of the 21st century. What was once thought to
be a passing distraction is now the single biggest influencer for a whole host of activities,
including consumer spending. People the world over look to the Internet for information on
what to do and how to act, as well as where and when to spend their money.

Smart marketers understand the Internet’s economic power and, thus, have turned to reaching
consumers in new ways via digital marketing. By utilizing all forms of digital media (such as
the Internet, text messaging, online radio and television channels, mobile apps and podcasts),
they can engage consumers in real time. Traditional market research techniques can help
digital marketers in their endeavor by providing important data that can be used to help
strengthen a company’s virtual presence, its authenticity and its communications and content.

Consider these four market research techniques when crafting a digital

marketing campaign:-

TURNING IN TO THE MARKET

A lot of market research is listening. And listening has never been easier than in our current
digital age. Businesses can learn how and when people are talking about them by simply
tuning in to their presence on social media platforms and other digital media systems. All are
free and relatively easy ways to establish a foundation on which further research can be built.
By monitoring the terms consumers use and the places those consumers gather, you can
identify trends, create detailed buyer personas and, ultimately, better direct your digital
marketing messaging in the future.

TARGETING YOUR AUDIENCE

Once you’ve listened to consumers, you can begin to segment and target them in
personalized ways based on their likes and dislikes. The digital footprints of consumers
provide valuable data about their habits, wants and needs, allowing companies the
information needed to craft meaningful virtual encounters with them. You can also identify
the people influencing your brand and build relationships with them, as well; peer pressure
has a profound affect on consumer spending habits, especially in an era dominated by
30
Millennial distrust of authority. Consumers are more likely to respond to communications
from trusted sources that reflect a knowledge and respect for their unique experiences. Use
research to learn when and how to place targeted ads, display banners, solicit information
through individualized emails and offer specialized free content.

TRACKING COMPETITION

Oftentimes, market research is needed to assess competing brands. The Internet is a great
tool for this because of its transparency. Every click, swipe, word and visit is documented
and apparent for those willing to look. The opportunities to anonymously observe competing
brands are ubiquitous, and secondary market research is readily available, as well. Studying
how the competition is creating their online presence will enable you to better critique your
own practices for efficiency and efficacy in an online world.

TESTING A PRODUCT

Market research frequently entails experimenting with products and advertising.

Digital platforms allow businesses a readily available way to test various
messages amongst various audiences to see what holds the most appeal. Market
researchers can virtually track website visits, text message response rates, mobile
app traffic and other virtual channel views; seeing consumer behavior in real time
can highlight the things that work and the things that don’t work, providing you
with ways to be proactive rather than reactive in your prospective digital
endeavors.

SMM (Social Media Marketing)

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

31
Engagement

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

Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform and
you should be too. In fact, people are 51% more likely to make a purchase after "liking" a
brand on Facebook. Face book marketing requires a good intellects and unique thinking to
make the campaign effective.

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

Linked In Marketing

LinkedIn is a business-oriented social networking service. Founded in December 2002 and

launched on May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn
increased to 20 million members. As of June 2013, LinkedIn reports more than 259 million
acquired users in more than 200 countries and territories.

LinkedIn allows companies to create professional profiles for themselves as well as their
business to network and meet others. Through the use of widgets, members can promote their
various social networking activities, such as Twitter stream or blog entries of their product
pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to
generate sales leads and business partners. Members can use “Company Pages” similar to
Facebook pages to create an area that will allow business owners to promote their products or
services and be able to interact with their customers. Due to spread of spam mail sent to job
seeker, leading companies prefer to use LinkedIn for employee's recruitment instead using
32
different job portals. Additionally, companies have voiced a preference for the amount of
information that can be gleaned from LinkedIn profile, versus a limited email.

Pinterest
It is a visual discovery social network. It is a way of sharing images of anything, from
fashion to pets to pot plants. You can create your own online pinboards to suits any theme
and share it with likeminded people. Pinterest completely revolves around the premise of
being creative and visual. 70% users are female and aged between 25 and 44. So if you are
targeting women pinterest is the right platform. Pinterest is now one of the top 10 social
networking sites tracked by Hit wise.
Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scenes,
preliminary sketches for products.

Instagram

Instgram, the new revolutionary photo-sharing program, making it easier than ever to share
your best pictures with the world. The social media program allow you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instgram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once. When it comes to brands and businesses, Instagram goal is to help
companies to reach their respective audiences through captivating imagery in a rich, visual
environment. Moreover, Instagram provides a platform where user and company can
communicate publicly and directly, making itself an ideal platform for companies to connect
with their current and potential customers.

Google +

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

33
You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the
Internet after Google, who owns YouTube. YouTube video watching is a significant activity
on the Internet, with over 1 billion visits to YouTube daily and over 100 million videos
watched daily. And it's easy for anyone who sees your video to rate it and share it with his
Social Network.

ODA (Online Display Ads)

Display advertising is a type of advertising that is located on websites. It can be seen in a

wide range of different formats and contains items such as texts, images, flash, video and
audio. The main purpose is to deliver general advertisements and brand messages to the plus
40 million people connected to the Internet each month.

It is important to choose the right format because it will help to make the most of the
medium. It is also possible to add:

• Video

• Expendables: flash files that expand when the user interacts on mouse over

• Overlays: ads that appear and that it is possible to remove clicking a close button;

• Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by
the creative.

ORM (Online Reputation Management)

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

 Undertake the comprehensive research and analysis the online content.

 Track your users’ actions and opinions about brand.

 Reduce your risk of featuring amongst the negative user sentiments.

34
 Enhance your web presence and create positive perceptions.

MMT (Mobile Marketing)

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile
marketing can plague customers with time and location sensitive, personalized information
that promotes goods, services and ideas. In a more theoretical manner, academic Andreas
Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to
reach the consumer. SMS initially received negative media coverage in many parts of Europe
for being a new form of spamas some advertisers purchased lists and sent unsolicited content
to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS
has become the most popular branch of the Mobile Marketing industry with several 100
million advertising SMS sent out every month.

EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people using

email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send ads, request business, or
solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or a current customer database. Broadly, the term is
usually used to refer to sending email messages with the purpose of enhancing the
relationship of a merchant with its current or previous customers, to encourage customer
loyalty and repeat business, acquiring new customers or convincing current customers to
purchase something immediately, and adding advertisements to email messages sent by other
companies to their customers.

ANALYSIS

How do you get information about new Products?

Other 7
Sources %

35
News 13%

Advertise 4
ments 0
%

Family 10%

Friends 30%

Do you Collect information before purcha sing the products?

Y
es
5%
N
o

95%

What type of information will you collect ?

Cu stomer's Exp erienc3e6 21%

 Quantity 11%

Attributes 10%

Quality 32
%

Price 26%

Yes
No

Did you ever purchase from an online site?

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

37
Electronic 22
%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Sport equipments 2% 1
1
%

Gifts 1
3
Automotives %
3
%

38
Do you watch television?

Y
E
7% S

N
O
93%

Do you read Newspapers?

YES
No

26%

74

39
Do you have mobile phone?
Y
E
S

N
O

1%

99%

How do you normally purchase a product?

Visit and purchase from retail shop itself 1

9
%

Visit the retail shop and purchase from 7

laptop %

Visit the retail shop and purchase from 4

mobile %

Research and purchase from laptop 11%

39
 Research and purchase from mobile 6%

Research in mobile and purchase from 10%

laptop

Research in laptop and purchase from 2

retail shop 2
%

Research in mobile and purchase from retail shop 21%

Digital Marketing Spending Averages 2.5% of Company Revenue

Customers are transitioning to communicating and buying through digital channels. That
means marketing spending is rapidly shifting to digital marketing. On average, annual
digital marketing operating budgets represented 2.5% of a company's revenue in 2020.
These expenses include personnel costs, contract labour, software as a service and
external marketing services such as agency creative services, search, website design,
content creation and management, social and mobile marketing. Three percent of the
marketers responding to our survey said they are spending more than half of their
marketing budgets on digital activities. The majorityspends between 10% and 50% of their
marketing budget on digital marketing activities the average is 25%.
It is becoming more difficult to count and allocate digital marketing spending as digital
and traditional marketing techniques are merging. For 20% of companies, digital
marketing activities have already been incorporated into each function within marketing,
and budgets are no longer broken out separately. We expectthis trend to continue growth
as areas such as second screen TV, social TV and QR codes integrate with traditional
channels.

40
Digital Advertising Accounts for 12.5% of Digital Marketing Budgets
Marketing leaders support a diverse and increasingly complex marketing mix. We asked
marketers how muchof their digital marketing budget they're allocating to different activities
such as mobile marketing or analytics. Below Figure shows that marketers allocated
12.5% the biggest share of their digital marketing budget todigital advertising. Still,
marketers wrestle with digital advertising's effectiveness. Advertising agencies,
technology providers and brand advertisers are working to address this concern by
improving measurementstandards and formats. Content creation and management
account for the second largest share of digitalmarketing budgets. This is driven, in part,
by the desire to populate the infinite appetites of inbound marketingchannels. Social
networks, customer forums, and the blogosphere are examples that drive inbound inquiries
oractions. However, you need to create content that delivers the right message to the
right person at the righttime, regardless of how the dialogue gets started. That means
content is equally needed to meet the demands ofoutbound marketing as well. The
enormous pressure to create, manage and distribute content for multiplemarketing
activities through the right channels will only increase as customers use more digital
channels forcollaboration, researching and acquisition of products and services.
Top priorities for increased budgets in 2014 are commerce experiences, social and mobile
marketing, and content creation and management. See "Digital Marketers Escalate
Investments to Support Commerce Experiences" to learn why enhancing commerce
experiences is a business imperative.
41
Up to 50% of Digital Marketing Activities Are Outsourced.
The pace of change and needs for specific skills force marketing to seek services from
external providers. We asked marketers to estimate what percentage of the work is
performed internally by employees or contract labour, and what percentage is performed
externally or outsourced.
Culturally marketing is accustomed to outsourcing. Working with agencies, data
providers and external technology providers are an intricate part of marketing processes.
This hasn't changed and may be increasing. The responses reveal that digital marketers
need help lots of it with specialized tasks such as search marketing, online advertising and
mobile marketing. For the most part, marketers outsource one-third or more of their work
to an agency, digital services organization or other external provider. Below Figure shows
that, on average, marketers outsource one-half of their search marketing the highest
proportion of any marketing activity. Media companies, financial services firms and
retailers keep a majority of their search marketing workin-house.

42
Digital marketers are more likely to maintain social marketing in-house, with one
exception: Marketers at manufacturers outsource 53% of their social marketing activities.
We find that social analytics, and content creation and management are areas of focus for
outsourcing. Monitoring and analysing social activities requiretime and new technologies.
And keeping customers interested through social channels requires constant feeding and
nurturing with new content. As a rule, outsourcing your digital marketing activities is a
smart tactic when you don't have in-house resources to stay on top of quickly changing
technologies and techniques, or need specialized talent. But you need to monitor results,

ensure these providers have a stake in your success, and assume some risks.

43
 CHAPTER–IV

SUMMARY AND CONCLUSION

44
 SUMMARY

Digital marketing is a subset of traditional marketing. It promotes your brand or products

using digital channels such as the internet, emails and mobile phones, as opposed to more
traditional media such as print, radio, TV or billboards. Finding new customers is the main
aim of digital marketing. It has the advantage over traditional marketing techniques because
online programs such as Google Analytics exist which enable you to analyse your marketing
campaigns in real time. This is far faster than any non-digital technique.

We have already discussed the digital marketing strategies of SEO, PPC, CRO, SMO and
ORM in this series. In this overview of digital marketing, we will summarise their key points
and discuss how they are inextricably interlinked and how a great campaign cannot have one
without the others.

(SEO) is a process which aims to improve the position of your website in organic search
engine results. One of the ways it does this is by utilising keywords. Search providers use
software called “spiders” or “crawlers” to spot keywords on your website. This data is used
to decide on the relevance of your site in searches. There is a good way to include keywords:
write informative, interesting content for your site or linked blog which just happens to
contain your required keywords. Tags, title pages and the coding for pictures are also
perfectly reasonable places to put keywords. A less useful way to include keywords is
keyword stuffing, which is putting keywords on your site which are not naturally worked into
content.

Another way that SEO increases your organic rankings is through link-building. This is the
process of getting links to your site from other sites. Search engines use links in two main
ways: to discover new sites and to decide how trustworthy your site is. The trustworthiness
of your site is directly correlated with the quality of the sites that have linked to you.

There are two types of “good” links: editorial links where other sites link to you without you
needing to do anything, and manual outreach links where you contact sites in the same or
similar business to you and ask them to link to you. Examples of bad links include links from
spam sites, and links from places that you cannot vouch for, such as unmoderated blog posts
and user profile pages.

(SMO) is a type of SEO. It involves engaging in social media in order to increase your
organic search ratings. The aim is to develop highly active social media accounts with a large
audience, where you post content and links from your sites in order to draw users there, and
where you post content that is unique to social media in order to broaden your audience.

45
Images are very useful for social media optimisation, as they catch people’s eyes faster than
text. It is also vital to communicate with others in your area – reblog their posts on Twitter,
for example, and reply to their tweets. This will bring your name and brand to a wider
audience and can be seen as a different way to build links. A bad way to perform social
media optimisation is to put links on your sites to inactive social media accounts. No-one
listen to silence for long! Although it is very helpful to have accounts on several different
social media sites, they should be active! Don’t just create lots of accounts and fill them with
links to your site.

Online Reputation Management is maximising your positive presence on the internet while
minimising any negative discussions. It is vital for all businesses to ensure that someone
Googling their brand or company name will not be inundated with negativity. A study
showed that 91% of people don’t read past the first page of Google search results, so getting
a clean page one is very important. This can be achieved by SEO: boosting yourself up the
search engine rankings will drop the bad stuff downwards! Social media canboth help solve
and help create the problem: a negative tweet with a large number of retweets may be your
reputation crisis, but upping your positive involvement in social media via SMO tactics will
go a long way to pushing it out of the picture. Engaging with the negative comment or
review is a controversial topic and it may be left to someone impartial such as an agency.

(PPC) is a type of paid advertising through which you can influence your website’s standing
in paid search results. You would sign up to a service such as Google’s free AdWords
program and set up your campaign there. Every time a user clicks on your advert, you pay
your search engine a small fee. You advert would be placed at the top or to the right of the
organic results (Please see the PPC blog for a visual of this).

In order to ascertain the top spot on the advertising areas, AdWords gives every advert a
quality score. The score depends on factors such as picking great keywords, the amount you
pay Google, and the quality of your landing page. It is vital to have a well-presented page
which gives the user all the information that they need. Users consider speed and ease of use
to be vital in their choices, so won’t take kindly to being directed to a homepage and having
to do the navigation themselves. You are also likely to lose potential customers if your
website is not optimised for the main browsers or mobile phones.

(CRO) uses an analytics program such as Google Analytics to find out how your site is
affecting a variable you find important. This is usually sales. The overall aim is to find the
alteration to your current site which brings the highest conversion rate. It is an excellent way
of getting your ROI, since you are increasing the number of people who buy from your site,
not the number who visit it. Therefore CRO can be performed without any accompanying
SEO or PPC.

46
The first step of CRO is discovering your current conversion rate using Google Analytics.
Next you would look at other factors given to you by Google Analytics, such as bounce rate.
These would help you to discover potential flaws in your site. Whether you want to make a
big change like an entire page redesign or just change the size of the call to action button, all
these changes can be made and tested simultaneously with the original version, and the
results seen on Google Analytics. It is very important to test these factors out for yourself and
not to copy other businesses. Every website and advert is different and what worked for them
may not work for you. Their conversion optimisation may not have been carried out
rigorously, and therefore their result may not be genuine.

47
CONCLUSION

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

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

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

Importance of digital presence increasing importance of digital agencies, so they making

money through digital advertising raising of digital marketing consciousness making money
for digital agencies by which they are booming and making more money with small
investments.

I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.

48
RECOMMENDATION

Things are changing very rapidly for marketers in today’s business environment. Increases in
technology and the popularity of social media have largely impacted the way companies
should be marketing. It can be difficult for marketers to keep up their digital marketing
strategy at times due to how rapidly things are progressing in this field.

Seth Godin is one of the most influential marketers around today. He has accomplished many
things and his blog is the most read in the world. In an interview with the economic
intelligence unit, Seth was asked about recent shifts in marketing and what the future of
marketing looked like.

Seth’s response was essentially that marketing and advertising have been divided even more
so than in the past. He also said the most effective marketers will make things worth talking
about.

In order to improve your marketing strategy, you need to make your company, product,
brand, etc. worth talking about. To do this, you need to have an increased focus on content
and start telling stories more than pitching your products. Below are some simple ways to
ramp up your marketing strategy and adapt to the changing conditions.

Have a Documented Strategy

Every company has some form of marketing strategy because they are all doing something to
increase brand awareness. However, just having a strategy obviously does not mean it is an
effective one.

Before you can improve your current strategy, document what you are already doing to
expand your reach. Then step back and evaluate which things are working and which are not.
This will give you an idea of what to keep and what to change moving forward.

Create a Blog and Produce Content

If you don’t already have a blog on your company website, you need to get one ASAP. One
of the best ways to improve your overall marketing strategy is to focus on content marketing.
Content marketing is all about creating valuable and engaging content that focuses on telling
stories and solving problems.

Once you have a blog set up, use analytic tools to track your audience and web traffic. This
will give you great insight into how effective your blog posts and other content are. Google
analytics is a great tool for this and it is free to use.
Make a Content Calendar
49
With any business strategy, careful and deliberate planning are crucial to success. When
creating or tweaking your marketing strategy, it would be wise to make a content calendar.
Having a set schedule will help determine when content should be posted and what the
content will consist of. Some companies post blogs daily, while some post weekly or
monthly. The frequency depends on your goals and what makes the most sense for your
business.

Try to utilize a mix of content. For example, in addition to blog posts, use data visualization,
like infographics, to share complex information in a way that will be very easy to follow.
Once you have a schedule established, you can hire freelance writers and ghost writers to
work on posts for you.

Use Social Media and Mine Data

Once you begin posting content on your company’s blog, leverage social media to share the
content and further engage your target audience. Using social media is great because it
provides vast amounts of data on your customers. You can learn about their habits, what they
read, what they watch, and more. Some social media sites allow you to directly target your
content to specific demographics, ensuring it is seen by your desired audience.

Begin collecting and mining social media data to gain more insight into your prospects and to
see how well your content is performing. You can use twitter polls to gain feedback and to
directly interact with your audience. There are other social media analytics tools that can
assist in this process as well.

50
 BIBLIOGRAPHY

BOOKS

Digital Marketing for Dummies

Don’t Make Me Think Revisted

Introduction to Programmatic Advertising

Magazines

India Today

Business Today

News Paper

Times of India

Hindustan Times

Economic Times

Web Sites

www.Indiamart.com

www.semrush.com

www.zaubacorp.com

51