A PROJECT REPORT ON

“DIGITAL MARKETING ’’
SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT FOR SECOND YEAR OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED BY
(DIVYANSH CHOUDHARY 29)
UNDER THE GUIDANCE OF

ASST. PROF. PRIYA S. NAIR

(PROJECT GUIDE)
THROUGH

NESS WADIA COLLEGE OF COMMERCE, PUNE.

2020-21

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 DECLARATION
I, the undersigned, hereby declare that the Project Report
entitled “DIGITAL MARKETING” written and submitted by
me to the Savitribai Phule Pune University in partial fulfillment
for Second year of Bachelor of Business Administration (BBA)
under the supervision of (Priya nair) is my original work and
the conclusions drawn therein are based on the material
collected and observations made by me.

Place: Pune Divyansh choudhary

Date: 27/05/2021 SYBBA ‘A’ 29

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 Modern Education Society’s
NESS WADIA COLLEGE OF COMMERCE, PUNE

Certificate

This is to certify that Mr./Ms. Divyansh choudhary student

of SYBBA, has conducted three activities for “DIGITAL
MARKETING”. The reports of these activities are
submitted herewith in partial fulfillment for Second year of
Bachelor of Business Administration.
He/ She has worked and completed his project report under
our guidance and direction. His/ Her report is found to be
satisfactory.

Place: __Pune__ Signature of student : ________

Date: ___26/05/21_____ Roll Number: ___29______

PRINCIPAL BBA Coordinator

Dr. Asha Jadhav Asst. Prof. (Dr.) Deepa Dani

Internal Examiner External Examiner

Asst. Prof. Priya Nair Asst. Prof. (Dr,) Dipak Wayal

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 INDEX
Sr. No. PARTICULARS / TOPIC Page No.

1. DIGITAL MARKETING: AN INTRODUCTION 5

2. LIST OF ACTIVITIES
2.1 Social media marketing campaign 6
2.1.1 Facebook 6
2.1.2 Instagram 13
2.1.3 Take Away / Learning Outcomes 22
2.2 Canva 22
2.2.1 Meaning and features 22
2.2.2 Benifits 23
2.2.3 Limitations 24
2.2.4 Poster 26
2.2.5 Take Away / Learning Outcomes 26
2.3 Cyber crime 27
2.31 Meaning 27
2.3.2 Prevalence and history 28
2.3.3 Types of cyber crime 29
2.3.4 Legal measures 31
2.3.5 Protection from cyber attack 35
2.3.6 Take away / Learning Outcomes 36
3. CONCLUSION 37
4. ANNEXURE 38
5. BIBLIOGRAPHY 39

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 1. DIGITAL MARKETING – AN INTRODUCTION

Digital marketing is the component of marketing that

utilizes internet and online based digital technologies such as desktop
computers, mobile phones and other digital media and platforms to
promote products and services. Its development during the 1990s and
2000s, changed the way brands and businesses use technology for
marketing. As digital platforms became increasingly incorporated into
marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops,digital marketing campaigns have
become prevalent, employing combinations of search engine
optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display
advertising, e–books, and optical disks and games have become
commonplace. Digital marketing extends to non-Internet channels that
provide digital media, such as television, mobile phones (SMS and MMS),
callback, and on-hold mobile ring tones. The extension to non-Internet
channels differentiates digital marketing from online marketing.

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2.1 SOCIAL MEDIA MARKETING CAMPAIGN
2.1.1 FACEBOOK:

STEP 1 : Create a page and set background and main

image, after this click on PROMOTE. Here heading of the
page is TRAVEL DUBAI.
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 STEP 2 : Set the GOAL according to your need. Here
GET MORE WEBSITE VISITORS option is selected.
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 STEP 3 : Add the URL (site link ) and proceed.

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 STEP 4 : Select the target audience. Here mainly the
target audience are youth i.e. agedd 16-45.

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STEP 5 : Select your budget . Here the budget is
350rs/day for durtion of 30 days.

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STEP 6 : Select PAYMENT METHOD and pay
accordingly.

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 And the Ad. Is active now !!!!!!!!!!!!
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2.1.2 Insatgram:

STEP 1 : First create an instagram acct. and switch it to a

professional acct. and then select for business.

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STEP 2 : Now create a new post and mark the create a
promotion option, also select the location if needed. Here the
location is selected as pune.

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STEP 3 : Now select the goal (the reason for making this ad.)In
the above ad. Advertiser want more website visits.

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STEP 4 : Now select the target audience (starting from 1yr to 90-
95yrs) In this ad the product is mainly devoted to youths of the
state.

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STEP 5 : The final screen of backend of the advertisement is
here.Also the potential reach of the ad. Is shown as a projection.

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STEP 6 : Select the budget of the ad as a final step. In the above
ad. 120rs/day is selected for a duration of 30 days.

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STEP 7 : All set for the ad. To start running. Just select the
payment method and create promotion.

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 Here is what all we have in the payment options.

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This is how the Ad. Looks after being published

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 2.1.3 Conclusion :
Digital promotion is way easier than physical advertisement through
promotions fliers and banners also one can reach its target audience
very easily through social media platform and hence get a step closer
to success.

2.2 Canva
Canva is a graphic design platform, used to create social media graphics, presentations,
posters, documents and other visual content. The app includes templates for users to use.
The platform is free to use and offers paid subscriptions like Canva Pro and Canva for
Enterprise for additional functionality

Whether it is for your blog, enterprise, or business, Canva is one of the best tools for
designing. Canva helps you design everything from posts, flyers, and stories to resumes,
magazine covers, banners, logos, and presentations instantly. Canva is also useful for
students for making different projects.

Features of Canva :

• Layouts for every occasion

• Stock images and illustrations
• Social media graphics
• Library of fonts
• Drag & drop editor
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• Custom templates
• Customizable branding
• Photo editing
• Resize designs
• Branded templates
• Share photo folders
• Organize images into folders
• Upload fonts
• Transparent backgrounds
• Design folders

• Photo filters
• Stock vectors & photographs
• Icons, shapes & elements
• Presentations
• Multiple document types
• Graphs, mind maps, charts, & diagrams
• Collaborate with partners
• Color code thoughts and ideas
• Blog and website posts
• Cards and invitations
• Business cards
• Snapchat geofiler templates
• Business logos
• Share via email, text, messaging apps
• Publish for web & print

2.2.1 Benefits of using Canva

Canva offers a variety of features due to which has gained popularity among millions of
people. The benefits of using Canva are −
• Free Design Platform
Canva is free to use and open for everyone. You can use it for creating compelling
designs for social media, marketing campaigns, or projects.
There are few features in Canva that are useful for professionals. To access those
features with a premium library of stock photos, fonts, shapes, and templates, you
can get Canva Pro.
You can also make in-app purchases if you don't want to buy the Pro version.

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 • No skills or experience required
You don't need any prior experience as a graphic designer to use Canva. With a
variety of tools and layouts available, you can swap between fonts and images to
create a professional design.

• Ease of use with multiple templates, and fonts

Canva has a library of different backgrounds, templates, images, fonts, stickers to
ensure that you get the best results. You don't have to be a techie to use these
features. In just a few clicks, you can create an engaging design with these tools.
The only thing you need is creativity.

• Endless possibilities
Canva has every digital design possibility covered from Facebook and
Pinterest posts to e−book covers, Infographics, and Resume. You can
also make GIFs, animations, videos It also has an option for you to
create custom designs.
• User−friendly interface
The layout of Canva is easy to use. This is the design page of Canva.
On the left side are the grids for templates, photos, stickers, and,
background. Above the design are tabs for fonts, color palettes, and
other formatting tools. With the drag and drop feature, you can use
these tools in your design in a few clicks.
• Create a team
You can create your team on Canva so that they can have access to the
designs. You can determine the kind of access your team members or
employees through the shareable links to make edits.

2.2.2 Limitations of Canva

For marketing or promoting your enterprise as a brand, Canva is one of the
best options for graphic designing. But you might want to rethink using it as a
primary platform for your business.
Although Canva offers great features and a user-friendly interface, it also has
a few drawbacks that you should know.

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 • Canva does not have local file storage. This means if the website is
down for some reason, you will need to wait to access your designs to
make new changes.
• Overuse of Designs. You might feel that your design isn’t that unique
because a lot of people have used your favorite template. But you can
solve this issue by using more creativity in your designs.
• No Source File. Unlike Photoshop, Illustrator, or InDesign, you cannot
edit, share, or export your design without your Canva account. You
cannot access your design as a raw file to make advanced edits.
• Pay for some good features. You might like an image, font, or
template in the Canva library that you will have to pay to use.
• The mobile app has less than half the features of the desktop
version. Compared to the site, mac, or desktop version, the mobile app
of Canva does not have the same number of features. Moreover, it is
tougher to access the different elements in the mobile designing tab.

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2.2.3 UPCOMING EVENT POSTER DESIGNED ON CANVA

2.2.4 Conclusion :
Canva is a great application for making posters,fliers and even
advertisements for social media platform.Makes the life of any
advertiser more easy then before. Canva has each and every
features which a great Ad. Making application needs. In one
word canva is a 5 star app for advertisement and promotion
purpose.

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2.3 CYBER CRIME AND ITS IMPACT ON DIGITAL MARKETING
SERVICES”.
Cybercrime is any criminal activity that involves a computer, networked device or
a network. While most cybercrimes are carried out in order to generate profit for
the cybercriminals, some cybercrimes are carried out against computers or
devices directly to damage or disable them, while others use computers or
networks to spread malware, illegal information, images or other materials. Some
cybercrimes do both -- i.e., target computers to infect them with a computer
virus, which is then spread to other machines and, sometimes, entire networks. A
primary effect of cybercrime is financial; cybercrime can include many different
types of profit-driven criminal activity, including ransomware attacks, email and
internet fraud, and identity fraud, as well as attempts to steal financial account,
credit card or other payment card information. Cybercriminals may also target an
individual's private information, as well as corporate data for theft and resale. As
many workers settle into remote work routines due to the pandemic, cybercrimes
are expected to grow in frequency in 2021, making it especially important to
protect backup data.

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2.3.1 Prevalence and history of Cyber Crime in India:
Cyber Crimes in India almost doubled in 2017, according to statistics released by
the National Crime Records Bureau (NCRB). The data comes in the backdrop of
India aspiring to become a trillion dollar digital economy. Interestingly,
cybercrimes accounted for less than a percentage (0.43%) or 21,796 cases of a
total of 50,07,044 cognizable crimes in 2017. According to NCRB, which released
the statistics late on Monday, “During 2017, 56.0% of cyber-crime cases
registered were for the motive of fraud (12,213 out of 21,796 cases) followed by
sexual exploitation with 6.7% (1,460 cases) and causing disrepute with 4.6%
(1,002 cases)." With the Centre scrambling to fortify India’s cyber operations amid
growing warnings of malware attacks on personal and organizational devices,
intelligence and cyber law experts have said much like crimes against women,
India suffers from dismal under-reporting of cybercrimes.

India recorded 9,622, 11,592 and 12,317 cases of cybercrime in 2014, 2015 and
2016 respectively. The data for 2017 comes after a two-year delay, with the
Centre blaming states for the delay in providing statistics for compilation. “Data is
now being collected in greater detail for several categories of crimes. For
example, under Cyber Crimes against Women & Children, NCRB is collecting crime
statistics under crime heads such as Cyber Blackmailing / Threatening, Cyber
Pornography, Cyber Stalking, Defamation / Morphing, Fake Profile, Internet
Crimes through Online Games, etc," the NCRB report said. With the Centre setting
up the NIC-CERT--National Informatics Centre-Computer Emergency Response
Team--to combat cybercrimes and the home ministry proposing to set up the
Indian Cyber Crime Coordination Centre (I4C), the government is hoping to beef
up India’s cyber security network. The Indian Computer Emergency Response
Team (CERT-In) coordinates efforts on cyber security issues and is tasked with
responding to cyber attacks, the National Technical Research Organisation is the
elite technical intelligence agency. The National Democratic Alliance government
has set a goal of making India a $5 trillion economy by 2024. With a growing
economy, the number of cyber-attacks have also gone up. A case in point being
India’s power sector that is facing cyberattacks, with at least 30 events reported

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daily. A majority of the attacks originate from China, Singapore, Russia and the
Commonwealth of Independent States countries.

2.3.2 Types of Cyber Crime:

• Cyberextortion: A crime involving an attack or threat of an attack coupled
with a demand for money to stop the attack. One form of cyberextortion is
the ransomware attack. Here, the attacker gains access to an organization's
systems and encrypts its documents and files -- anything of potential value -
- making the data inaccessible until a ransom is paid. Usually, this is in some
form of cryptocurrency, such as bitcoin.
• Cryptojacking: An attack that uses scripts to mine cryptocurrencies within
browsers without the user's consent. Cryptojacking attacks may involve
loading cryptocurrency mining software to the victim's system. However,
many attacks depend on JavaScript code that does in-browser mining if the
user's browser has a tab or window open on the malicious site. No malware
needs to be installed as loading the affected page executes the in-browser
mining code.

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 • Identity theft: An attack that occurs when an individual accesses a
computer to glean a user's personal information, which they then use to
steal that person's identity or access their valuable accounts, such as
banking and credit cards. Cybercriminals buy and sell identity information
on darknet markets, offering financial accounts, as well as other types of
accounts, like video streaming services, webmail, video and audio
streaming, online auctions and more. Personal health information is
another frequent target for identity thieves.
• Credit card fraud: An attack that occurs when hackers infiltrate retailers'
systems to get the credit card and/or banking information of their
customers. Stolen payment cards can be bought and sold in bulk on darknet
markets, where hacking groups that have stolen mass quantities of credit
cards profit by selling to lower-level cybercriminals who profit through
credit card fraud against individual accounts.
• Cyberespionage: A crime involving a cybercriminal who hacks into systems
or networks to gain access to confidential information held by a
government or other organization. Attacks may be motivated by profit or
by ideology. Cyberespionage activities can include every type of cyberattack
to gather, modify or destroy data, as well as using network-connected
devices, like webcams or closed-circuit TV (CCTV) cameras, to spy on a
targeted individual or groups and monitoring communications, including
emails, text messages and instant messages.
• Software piracy: An attack that involves the unlawful copying, distribution
and use of software programs with the intention of commercial or personal
use. Trademark violations, copyright infringements and patent violations
are often associated with this type of cybercrime.
• Exit scam: The dark web, not surprisingly, has given rise to the digital
version of an old crime known as the exit scam. In today's form, dark web
administrators divert virtual currency held in marketplace escrow accounts
to their own accounts -- essentially, criminals stealing from other criminals.

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2.2.3 Legal measures taken by central government of India to
control and prevent Cyber Crime:
With the increasing amount of breaches emerging across the country along with
government websites getting hacked, the necessity of creating a secure
framework for all government organisations has never been more crucial. In this
article, we will list down the progress India has made and the initiatives it has
taken towards drafting its cybersecurity strategy, coming up in 2020:

• CERT-In: The advancement in The Indian Computer Emergency Response

Team (CERT-In), which operates as the national agency for tackling the
country’s cybersecurity, has helped in lowering the rate of cyber attacks on
government networks. The implementation of anti-phishing and
cybersecurity awareness training across India’s government agencies has
assisted government employees in fighting against cybercrimes. Apart from
spreading awareness of the dangers posed by phishing attacks to the
public, CERT-In also issues alerts and advisories regarding the latest cyber
vulnerabilities and countermeasures to tackle them.

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 • Cyber Surakshit Bharat: Aiming at strengthening the cybersecurity
ecosystem in India — in line with the government’s vision for a ‘Digital
India’, The Ministry of Electronics and Information Technology (MeitY) has
launched Cyber Surakshit Bharat initiative. This program was in association
with the National e-Governance Division (NeGD).Digitisation has rapidly
transformed the governance system, and therefore the requirement of
good governance is crucial. With such initiative, there would be a rise of
awareness about cybercrime and building capacity for securing the CISOs
and the frontline IT staff across all government departments. Apart from
awareness, this first public-private partnership also includes a series of
workshops to make people cognizant about the best practices, and help the
officials with cybersecurity health tool kits to tackle cyber threats.
• National Critical Information Infrastructure Protection Centre: NCIIPC is a
central government establishment, formed to protect critical information of
our country, which has an enormous impact on national security, economic
growth, or public healthcare. This was amended as per the provisions of
section 70A of the Information Technology (IT) Act, 2000. This organisation
readily conducts cybersecurity exercises to keep a check of the
cybersecurity posture and preparedness of the Government and the critical
sectors. NCIIPC has broadly identified the following as ‘Critical Sectors’:-
1. Power & Energy
2. Banking, Financial Services & Insurance
3. Telecom
4. Transport
5. Government
6. Strategic & Public Enterprises
• Appointment of Chief Information Security Officers: With the rapid
digitalisation of the world, the requirement for adopting stringent
measures is becoming the need of the hour. Even the smallest breach in the
governmental system can cause severe wreckage, which in turn can bring
down the Government to a standstill. It is therefore imperative, that every
government organisation is headed by a skilled security leader, also known

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 as Chief Information Security Officers (CISOs) — who can identify and
document the security requirements that arise with each technical
innovation. The government of India has also recently issued a written
guideline for the CISOs of government organisation, highlighting the best
practices for securing applications, infrastructure, and compliance.
• Website Audit: Amid the increasing number of government website
hacking, email phishing, data theft, and privacy breach cases, the Indian
government has planned to conduct an audit on all the government
websites and applications. Under this initiative, approximately 90 security
auditing organisations have been empanelled by the government for
auditing the best practices of information security.
• Crisis Management Plan: Another major initiative by the central
government is the formulation and implementation of a crisis management
plan by all the government departments and the above mentioned critical
sectors. This initiative is aimed at establishing a strategic framework for
employees and leaders to prepare for a breach incident. It also ensures to
manage the cyber interruptions of critical functions in every critical sector
of the government. It assists organisations to put in place the correct
mechanisms behind the desk to effectively deal with cybersecurity crisis. If
properly implemented this can also able to pinpoint responsibilities and
accountabilities right down to individual level.
• Training and Mock Drills: The government organisation have also started
organising and conducting cybersecurity mock drills to assess the
cybersecurity posture of organisations. According to MeitY, 44 such drills
have already been conducted by CERT-In this year. Also, reports have
mentioned that around 265 organisations from varied states and sectors
have participated in these drills. The major sectors coming up for such
initiatives are finance, defense, power, and telecom. Regularworkshops and
training programs are also been organised for network or system
administrators and CISOs to prepare them towards cyber-attacks. About 19
such pieces of training with 515 participants have already been conducted
as of October 2019.

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 • Malware Protection: The central government has also launched Cyber
Swachhta Kendra, which is a cleaning bot used for malware analysis and
detecting malicious programs. It also comes with free tools to remove or
omit them. Along with the Cyber Swachhta initiative the government has
also set up a department to generate situational awareness about existing
and potential cybersecurity threats — National Cyber Coordination Centre
(NCCC).
• Personal Data Protection Bill: Lastly, however, the most important one for
Indian citizen, is the approval of Personal Data Protection (PDP) Bill by the
union government in order to protect Indian users from global breaches,
which focuses on data localisation. The bill implies the storage and
processing of any critical information related to individuals only in India. It
strictly states that the sensitive personal data of the individual requires to
be stored locally, however, it can be processed abroad subjected under
certain conditions. The bill also aims at making social media companies
more accountable and push them to solve issues related to the spread of
offensive content.

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 2.3.4 How to protect yourself from cyber attack:
• Keep software and operating system updated: Keeping your software and
operating system up to date ensures that you benefit from the latest
security patches to protect your computer.
• Use anti-virus software and keep it updated: Using anti-virus or a
comprehensive internet security solution like Kaspersky Total Security is a
smart way to protect your system from attacks.
Anti-virus software allows you to scan, detect and remove threats before
they become a problem. Having this protection in place helps to protect
your computer and your data from cybercrime, giving you piece of mind. If
you use anti-virus software, make sure you keep it updated to get the best
level of protection.
• Use strong passwords: Be sure to use strong passwords that people will not
guess and do not record them anywhere. Or use a reputable password
manager to generate strong passwords randomly to make this easier.
• Never open attachments in spam emails: A classic way that computers get
infected by malware attacks and other forms of cybercrime is via email
attachments in spam emails. Never open an attachment from a sender you
do not know.
• Do not click on spam emails or untrusted website: Another way people
become victims of cybercrime is by clicking on links in spam emails or other
messages, or unfamiliar websites. Avoid doing this to stay safe online.
• Do not give out personal information unless secure: Never give out
personal data over the phone or via email unless you are completely sure
the line or email is secure. Make certain that you are speaking to the
person you think you are.
• Contact company directly about suspicious requests: If you get asked for
data from a company who has called you, hang up. Call them back using the
number on their official website to ensure you are speaking to them and
not a cybercriminal.

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 Ideally, use a different phone because cybercriminals can hold the line
open. When you think you’ve re-dialed, they can pretend to be from the
bank or other organization that you think you’re speaking to.
• Be mindful of which website URLs you visit: Keep an eye on the URLs you
are clicking on. Do they look legitimate? Avoid clicking on links with
unfamiliar or spam my looking URLs. If your internet security product
includes functionality to secure online transactions, ensure it is enabled
before carrying out financial transactions online.
• Keep an eye on your bank statements: Our tips should help you avoid
falling foul of cybercrime. However, if all else fails, spotting that you have
become a victim of cybercrime quickly is important.
Keep an eye on your bank statements and query any unfamiliar
transactions with the bank. The bank can investigate whether they are
fraudulent.

2.3.5 Conclusion :
Cyber crime is a very serious subject when it comes to taking our
business on digital platform. It has a large no. of aspects.
Precautions from online fraud and strict action against them is
very neccessary from government or even from a single’s
perspective. In todays OTP generation it very necessary to
protect our confidential data from fraudlents and thiefs.

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Conclusion :
All the three activity is a total package of technical and digital terms.
Starting from digital promotion and advertisement to cyber crime.
Digital promotion is way easier than physical advertisement through
promotions fliers and banners also one can reach its target audience
very easily through social media platform and hence get a step closer
to success.
Canva is a great application for making posters,fliers and even
advertisements for social media platform.Makes the life of any
advertiser more easy then before.
Cyber crime is a very serious subject when it comes to taking our
business on digital platform. It has a large no. of aspects. Precautions
from online fraud and strict action against them is very neccessary
from government or even from a single’s perspective. In todays OTP
generation it very necessary to protect our confidential data from
fraudlents and thiefs.

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Annexure :

(Promotion posters)

(Social media platforms)

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Bibliography :
https://www.google.com/
https://en.wikipedia.org/wiki/Wiki
https://www.tutorialspoint.com/
https://www.canva.com/
https://www.quora.com/

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