SUMMER TRAINING REPORT

On

STUDY OF
“Digital Marketing in The Blue Beans”
Submitted in the partial fulfillments of the requirements for the award of the
degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Under the Guidance of Submitted by

Dr. Kirti Miglani Name of Student- DAKSH YADAV

Faculty Guide BBA-V Sem, Shift 2ND A-DIV

Enrollment No.:01621301717

Session 2019-20

1
 CONTENTS

S Topic Page No
No
1 Certificates 3
2 Acknowledgement 5
3 Executive Summary 6
Chapter I: Introduction 8
Chapter II: Review of Literature 13
Chapter III: Research Methodology 16
Chapter IV: Data Reduction, Presentation & Analysis 21

Chapter V: Data Interpretation 30

Chapter VI: Summary & Conclusions 31
References/ Bibliography 37
Appendices 39
- List of Figures 39

2
 To Whom It May Concern

I DAKSH YADAV, Enrolment No. 02021301717 from BBA-V Sem, Shift 2nd of the
Tecnia Institute of Advanced Studies, Delhi hereby declare that the Summer
Training Report (BBA-311) entitled “Digital Marketing in The Blue Beans” is an
original work and the same has not been submitted to any other Institute for the
award of any other degree. A presentation of the Summer Training Report was
made on and the suggestions as approved by the faculty were duly incorporated.

Date: Signature of the Student

Certified that the Summer Training Report submitted in partial fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION (BBA) to be awarded by
G.G.S.I.P. University, Delhi by DAKSH YADAV, Enrolment No. 02021301717 has
been completed under my guidance and is Satisfactory.

Date: Signature of the Faculty Guide

Name of the Guide:

Designation:

3
Certificate

4
 Acknowledgement
Before starting the project details, I convey my heartfelt affection to all those people who
helped and supported me during the course, for completion of my project.

I owe my sincere & heartiest gratitude to Ms.Mansi Chawla( Client Strategy, Gurgaon )
who gave me the opportunity to work in such a prestigious organization as a summer
trainee & helped me whenever I needed him.

I acknowledge the encouragement and guidance given by my organization guide Dr. Kirti
Miglani (Tecnia Institute Of Advanced Studies) for their unmatched guidance during my
training by sharing their precious time and rendering their valuable suggestion which is
of very immense benefit to me.

I sincerely thank the entire staff of The BlueBeans Pvt. Ltd. for giving me valuable
support.

I also take this opportunity in expressing my sincere gratitude within a few words to tell
my faculties, seniors and my colleagues for their earnest help and guidance, which
otherwise would have run into a long list.

My sincere thanks to all of you!

5
Executive Summary
An agency, typically named as a resourceful agency or an advert agency, may be
a business dedicated to making, planning, and handling advertising
and generally different styles of promotion and promoting for its shoppers.
An ad agency is usually freelance from the consumer, it's going to be an
inside department or agency that gives an outdoor purpose of read to the
hassle of merchandising the client's product or services, or an outdoor firm.
Workplace may also handle overall promoting and stigmatisation methods promotions for
its shoppers, which can embody sales further.
Typical agency shoppers embody businesses and companies,non-profit organizations and
personal agencies.
Agencies is also employed to provide tv advertisements, radio advertisements, on-
line advertising, out-of-home advertising, mobile promoting, and AR advertising, as a
part of associate crusade.

Digital marketing services include:

 SEO:- Search engine optimization (SEO) is that the method of skyrocketing the
standard and amount of web site traffic by increasing the visibility of a web
site or an online page to users of an online programme. SEO refers to the
development of unpaid results (known as "natural" or "organic" results) and
excludes direct traffic/visitors and also the purchase of paid
placement.SEO might target completely different styles of searches, as well
as image search, video search, tutorial search, news search, and industry-specific
vertical search engines.
All major search engines like Google, Bing and Yahoo have primary search
results, wherever websites and alternative content like videos
or native listings ar shown and hierarchical supported what
the programme considers most relevant to users. Payment
isn’t concerned, because it is with paid search ads.

 Internet site Development:- Web development is that the work concerned in

developing an online web site for the web (World Wide Web) or associate
degree computer
network (a personal network). Internet development will vary from
developing an easy single static page of plain text to complicated web-
based web applications (web apps), electronic businesses, and social
network services. A a lot of comprehensive list of tasks
to that internet development normally refers, might embody internet engine
ering, web design, online page development, shopper liaison, client-
side/server-side scripting, internet server and network security
configuration, and e-commerce
6
 development. each internet Developer should have a basic understanding
of HTML, CSS, and Java Script Responsive internet style is employed all
told forms of fashionable internet development. ECMA
Script five (JavaScript 5) is supported all told fashionable browsers. Take a
decent look into it, particularly the new array functions.

 Graphic designing :- Graphic Graphic style is that

the method of communication and problem-solving through the employment of
typography, photography, and illustration. the sphere is taken into
account a set of communication and communication style, however typically the
term "graphic design" is employed synonymously. Graphic designers produce and
mix symbols, pictures and text to make visual representations of ideas and
messages. They use typography, visual arts, and page layout techniques to
make visual compositions. Common uses of
graphic style embody company style (logos and branding),
editorial style (magazines, newspapers and books), means finding or
environmental style, advertising, web design, communication style, product
packaging, and accumulation.

 SEM:- Search engine marketing (SEM) is a form of Internet marketing that

involves the promotion of websites by increasing their visibility in search engine
results pages (SERPs) primarily through paid advertising. SEM may
incorporate search engine optimization (SEO), which adjusts or rewrites website
content and site architecture to achieve a higher ranking in search engine results
pages to enhance pay per click (PPC) listings.

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 Chapter-1
Introduction
1.1 Introduction
Social Networking sites have taken over today’s world. From what was started merely for
entertainment, today these websites provide a host of opportunities to its users ranging
from marketing their products, increasing awareness on social issues, sharing photos,
video calls, joining groups and forums of interests, promoting an idea, finding family
roots, finding a lost friend, gaming, entertainment applications and so on. In fact the
usage of social networking sites has been so diverse that many people use it for more than
just entertainment. Mena et al (2012) studied the readiness of health students to use
Facebook as a platform for training professional habits particularly in the case of
influenza vaccination. This clearly shows social networking sites serve as a creative
solution to many business problems.

1.2 Overall Aim:

Marketing is of core importance to any kind of business. It can range from promotions
and advertisements on a large scale to one to one word of mouth marketing. Marketing
forms the essence of a business by which the brand name is reached to the intended
audience. The cost associated with traditional marketing techniques including print and
visual media is increasing at a fast pace. The cost of a full page colour advertisement in
‘Time of India’ is around₹200,000, if not more. Thus it is important to look out for new
and more creative methods of marketing. Online marketing especially social media
marketing is a sensible alternative.

This report tries to analyse how effective is marketing via social media and through
digital networks. The report also compares and contrasts the advantages and
disadvantages of digital marketing and social media marketing with traditional
advertising like print and visual media. Today’s youngsters are aspirers. They dream big
and want to be their own boss. Most of them aspire to be entrepreneurs and the success
stories of entrepreneurs are a huge encouragement for them. A major problem that these
entrepreneurs face while starting a new business is the cost associated with the brand
building and marketing. In this era, though the young population is all set to take over the
world with extended technological advancements, many of them fail due to lack of
financial resources for brand building. It is in this scenario that this report analyses how
well social media marketing can help new businesses.

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1.3 Objectives:
 To study how social media can be useful for small businesses and new business start-
ups.

 To study the effectiveness and implementation of social media marketing for different
businesses.

To compare and contrast social media marketing to traditional marketing.

1.4 Company Profile

The BlueBeans is a digital marketing agency for restaurants. It's present across Delhi
NCR, Bangalore and Bombay in India, and Dubai. We are working with over 80 top
restaurants across these cities. From content to marketing strategy and PR to events, we
have grown to serve our clients with bespoke solutions for all things digital. On days,
when we seek inspiration for ideas, a chai break is still our best bet. For this duo, it all
brewed over a cup of chai. From being colleagues to close friends to co-founders, Nikita
Burman, 24, and Bhavishya Bhan, 27,were working together at Zomato when they
realised that restaurant owners had several pain points. Communicating with different
points of contacts was leaving the restaurant owners with no time to optimise on any one
platform. Moreover, this also meant that they were left with little or no time to do their
core work. Nikita and Bhavishya realised the pressing need for a solution that could put
an end to all these problems. After numerous discussions over cups of tea, the duo
founded The Bluebeans, an agency that could take care of the end-to-end digital
marketing needs of restaurants in early 2015. “It was indeed a conscious leap,” say the
founders, recalling the time they took the entrepreneurial plunge.

Starting Up and Challenges : Nikita and Bhavishya got their first few clients on
board by talking to restaurant owners they had met during their stint at Zomato. However,
like every entrepreneurial journey, this one came with its own set of challenges. “Hiring
was difficult as ours is a human-driven business. We wanted a fully dedicated team with
no compromise on quality. Yet, we also realised how difficult it was to make people
believe in your beliefs, especially when you plan to bootstrap.” They say adding they had
tears of joy when their first employee quit his cushy corporate job to join them. From

9
then to now, Nikita and Bhavishya have come a long way as they’ve now built a team of
15 members.

Exploring the Overseas Market: The Bluebeans currently offers its services to 40
restaurants in Delhi NCR, and will also be expanding to Dubai. Why did the founders
choose an international market when they could expand in India? After the business
started growing in Delhi NCR, and The Bluebeans started making profits, the founders
started exploring different markets with a view to expand. It was during this time that
they discovered the thriving F&B industry in Dubai. “The restaurant owners there were
acclimatised to working with agencies, and hence, along with a relatively higher ROI, we
also felt that they would be able to understand the kind of services we offer” While the
major chunk of the team is based in Delhi, two people take care of sales and client
servicing in Dubai. The bootstrapped startup is growing fast, but the founders have no
plans of raising funds anytime soon. “Sometimes, the best option is not to seek funding at
all, but rather to cut corners wherever you can and make things happen. It also helped us
focus on clients and execution and build traction without outside interference,” they
reason. The startup is currently growing at a rate of 15 percent MOM. “We were also able
to set up our business in Dubai solely out of the profits that we earned in India say the
proud founders.

The Market Size and Competition: According to EY’s Social Media Marketing
India Trends Report, today, 41.5 percent of social media-savvy organisations say that
around 1–5 percent of their marketing budget in spent on social media. Three-fourths of
the organisations surveyed have social media budgets under Rs 10 million, while a little
above a quarter of the organisations surveyed have social media budgets exceeding Rs 20
million. However, social media budgets were in excess of Rs 1 million per annum and 14
percent of the brands spent Rs 10-20 million on social media in 2014. There was a
decline in the number of brands that spent in excess of Rs 20 million to 14.3 percent in
2014 from 17.1 percent in 2013, indicating that brands are exceedingly cautious on the
returns and are optimising spends. With a new agency popping up every other day to
capture a share of the market, it will be interesting to see how The Bluebeans fares as it
will be taking on various big players operating in the four areas they are servicing. Social
media marketing Digital PR Strategy and marketing tie-ups Design and content While
taking on the industry is a broader challenge, Nikita and Bhavishya have also dealt with
gender-specific challenges. “It certainly is tough, even in these advanced times. The late-
night meetings and all nighters were never appreciated. The biggest concern for both our

10
families was, how do we ‘settle down in life’ and ‘who would like to marry us?’ One day,
a male client casually expressed a concern on what would happen to the business once
both the founding female members get married. “Without a blink, our prompt reply was
‘The same that happened to your restaurant when you got married’,” they share. But
instead of feeling let down, the girls chose to study the market well and doing what they
do best, solve real problems. They are now looking at achieving the same success in
Dubai as they have back home.

1.5 Industry Profile

Digital Marketing/Social Media Marketing: Social media marketing programs

usually center on efforts to create contentthat attracts attention and encourages readers to
share it with their socialnetworks. A corporate message spreads from user to user and
presumablyresonates because it appears to come from a trusted, third-party source,
asopposed to the brand or company itself. Hence, this form of marketing isdriven by
word-of-mouth, meaning it results in earned media rather thanpaid media.Social media
has become a platform that is easily accessible to anyone withinternet access. Increased
communication for organizations fosters brandawareness and often, improved customer
service. Additionally, social mediaserves as a relatively inexpensive platform for
organizations to implementmarketing campaigns.Social media marketing tools:Besides
research tools, various companies provide specialized platforms andtools for social media
marketing: Social media measurement Social network aggregation Social bookmarking
Social analytics Automation Social media Blog marketing Validation 11

Different Methods of Social Media: MarketingSocial network marketing is popularly

called as Internet marketing. Todayyou can find many ways for internet marketing. Many people
who enter thisonline marketing are less worried because of its guaranteed success. If yousee in
Internet totally all types of products has been marketed online withoutmuch effort. Internet
attracts many business people to promote their businessonline. Social network marketing is
grown to such a height that today manypeople cant earn without it.Some of the most recognized
network marketing tools are Face book, MySpace and LinkedIn. Twitter became regular place for
people who havenewly entered the field of social network marketing.

1. Blogging: When you start Blogging or posting your data about any product, you
can see less response from clients. Later it will become bigbusiness via blog.
Websites and blogs are most powerful tools for socialnetwork marketing when
matched with other networking tools. Blog is anamazing tool which provides
many other facilities in addition to justmarketing your business. It also helps you
to communicate with other clientsin case if you have any problems.

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 2. Personal Website or Blog: It is important to have private website if youare a
freelancer. Your website will help your clients to know about you andit will make
them clear that you are a serious freelance
3. Use Social Networking websites: Social networking websites like
Twitter,face book can be used to promote your sales. These provide best
platformfor all who are thinking of online marketing.
4. Video Promotion: Use several video distribution websites for yourmarketing.
These websites uploads your service to the whole world. All thatyou need to do is
film a video about marketing and send it to video uploading sites like You Tube.
It seems it is the easiest way of marketingthan any other modes since many people
will be interested in view videosrather than word form of advertisement .
5. Search Engine Optimization: It improves the traffic to your website
byproviding quality web content. It uses RSS feeds and many SEO techniques.

Social Networking Websites and Blogs: Social networking websites allow

individuals to interact with one anotherand build relationships. When products or
companies join those sites, peoplecan interact with the product or company. That
interaction feels personal tousers because of their previous experiences with social
networking siteinteractionSocial networking sites and blogs allow individual followers to
―retweet‖ or―repost‖ comments made by the product being promoted. By repeating
themessage, all of the user‘s connections are able to see the message, thereforereaching
more people. Social networking sites act as word of mouth.Because the information about
the product is being put out there and isgetting repeated, more traffic is brought to the
product/company.Through social networking sites, products/companies can
haveconversations and interactions with individual followers. This personal interaction
can instill a feeling of loyalty into followers and potentialcustomers. Also, by choosing
whom to follow on these sites, products can reach a very narrow target audience.

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 Chapter-2

Review of Literature
Stroud (2007) says that the ability of social networking sites to generatethese huge
volumes of web traffic is proof of their huge popularity. Google,Yahoo and News
International have bought themselves a presence in thesocial networking arena. The
detailed rationale for these acquisitions differsbut all have a common theme of wanting
access to the enormous audiences.

Ricadela (2007) says, Coca-Cola has been running promotions on MySpacefor the past
two years for brandsincluding Cherry Coke and Fanta and haspromoted Diet Coke and
other drinks on Googles YouTube.

Scott (2009) states the reasons for brand promoters preferring online web formarketing is
that the tools, techniques and content are constantly evolving.The buyers reward
creativity by responding to the online efforts like

If you are open to trying out new things, you can be first in your industry touse something
new to communicate to your buyers.

Marketing in some social networking websites are still the most popular intheir niche.
Shih (2009) says that there are hundreds of millions of activeusers across sites like Face
book, Hi5, Instagram and MySpace. 2.6 billion minare spent on Face book each day.
These websites are enabling brands toengage the right people in the right conversation at
right time. Marketing thebrands through social media is becoming precise, personal,
interesting,interactive and social.

Weber (2009) says promoting a community is just like as promoting a newbrand product
or service to the consumers. Social media is used tocommunicate people in the
promotional aspect and inclined to involvethepeople. Traditional advertising and direct
marketing in social media is tosend people to the digital community to be informed,
entertained and heard.Users find appealing, a value high enough to encourage them to
participate.

13
Borges (2009) finds that todays buyers want to be engaged differently thanin years past
and many traditional marketing tactics simply do not workanymore. Social media
marketing is a revolutionary way to build solidrelationships with buyers. Low cost, brand
building, staffing advantages,loyalty and level playing field are key benefits of social
networking sites as asuccessful marketing media.

Lacy and Hernandez (2009) says Twitter gives the ability to share nearly140- characters
thoughts in a split second, where user can easily share linksto press releases and stories
about their business, service or product. Makingtweets interesting and diverse, there is a
more possibility of increasing thefollowers, by consider with news sharing and stories
about the industry thatthey serve.

The rules of marketing had to change and the web has proved a catalyst inbringing the
changes forward and amplifying their scale. The suddenemergence of the Web 2.0
marketing techniques demand additionalapproaches, while most marketers are still
wrestling with the firstgeneration, savvy brands are exploring the landscape that social
media andsocial networks create for marketers. These techniques are allowing
muchdeeper drivers in social change to be unleashed, with a profound impact onplanning
customer connections. The new generation of relationshipmarketing responds to the
additional challenges of digital media literacy andin the right hands can trigger a rebuild
of the entire marketing mix throughdifferent strategies. Relationship marketing for the
Face book generationdemands both thinking and acting differently (Chaffey 2003).

Zarrella (2010) says the roots of online social networking can be traced tothe 1980s
bulletin board systems (BBS). These systems allowed the users tocreate personal profiles,
helps to share information by sending privatemessages, public messages and post events
at low speed connectivity. Afteremanation of social networking technology in the internet
world, it grewhigher and popular among the internet user.

Smith (2010) says that Face book is becoming one of the great internetcommunications
of people time now days. Whereas many companies havetried to emulate Face book‘s
success or challenge it in one geography oranother, Face book has proven that the core
asset on which all of its servicesare built - the social graph - is much more defensible and
powerful thanmany others once anticipated. 38

Visitors to social networking sites are significantly more likely than averageto visit
leisure-oriented retail site categories, such as music, jewelry/luxurygoods/ accessories,

14
consumer electronics and apparel. Heavy socialnetworking visitors are defined as the top
20% of visitors based on timespent on social networking sites. People typically enjoy
sharing theirexperiences with these products, whether it is to talk about their new
iPhoneor the pair of designer jeans they just bought. Social networking sites offerthe
venue for those conversations to occur. Social media advertising is idealfor promoting
brand recognition, although click-through rates are not sostrong. Still, there is no doubt
that advertising via social media sites is aneffective way to increase your overall revenue
stream (Brinlee, 2007).

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 Chapter-3

Research Methodology
To analyze and find the effectiveness of communication strategy indeveloping brand,
communication through social networking sites was donewith the survey method and
content analysis in the research.

Methods of Data Collection: The survey method helped to identify the reach of the
brand among its targetaudience, ways of impact, usage of these social networking sites
and accessto these form of communication. And the content analysis is another
methodused to analyze the communication strategy of different social networkingsites
with certain parameters among top three Indian social networking siteswhich are
tabulated with results.

Research Design:
This research study adopted survey and content analysis in order to find theeffectiveness
and the impact of communication in branding any product orthe service among the target
market through social networking sites likeFace book, Twitter and Instagram.

Survey:
Survey was conducted randomly among Face book, Twitter and Instagram
usercommunity, by sending questionnaire through online to collect theindividual opinion
from the respondents.

Sampling:
Non probability sampling technique is used to collect the opinionfrom theonline
respondents. The total population is social networkingusercommunity, but to collect the
effective data the sampling is constrainedto the target population like young adults,
graduates within the age of 16years to 30 years. The sampling size is 50.

CONTENT ANALYSIS:

In content analysis, the following three popular social networking sites wereselected to
find the effective brand communication among its users (Facebook, Twitter and
Instagram).

Parameters and units of analysis:

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1. Target group: category of audience visiting these sites.

2. Types of advertisements: what are the types of brand communicationfollowed by

them?

3. Ads placement: how do these sites place their ad intheir pages?

4. Communication strategy: kinds of brand promotion used by them.

5. Visual appealing factors: regarding the appearance ofthese sites.

6. User Interaction: kinds of participation with the brand.

7. Accessibility: how legibly they present themselves.

8. User interest: the forms of expectations from users inthese sites.

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3.1 Questionnaire
Dear Sir/Madam I am a student of Tecnia Institute of Advanced Studies, Guru Gobind
Singh Indraprastha University, Dwarka, Delhi, 110078 and presently doing a project on
“Digital marketing”. I request you to kindly fill the questionnaire below and Iassure you
that the data generated will be kept confidential.

Name:………………………………………………………….……………

Contact No: ……………………………………………………..

City: ………………………………………

State: …………………………..

1. How often do you use internet?

 Once a week
 1 or 2 hrs a day
 2 to 3 days a week
 More than 3 hrs5

2. Are you aware of social networking sites?

 Yes
 No

3. What kinds of ads have you come across in these sites?

 Web banner
 Pop ups
 Flash ads
 Video ads
 Others

4. Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
building, promotions?
 Yes
 No

18
5. Do you think social media marketing will help the firms to find their potential
customers?
 Yes
 No
 Maybe

6. Which social networking site are you most familiar with?

 LinkedIn
 Twitter
 Instagram
 Facebook
 YouTube
 Most of the above

7. Do you think the relative cost is much lesser as compared with traditional
advertising?
 Yes
 No
 Depends

8. Which one do you think is the most effective social networking site for online
marketing?
 Twitter
 Facebook
 Instagram
 LinkedIn

9. Do you follow your favourite brands on social networking sites like Facebook,
twitter, instagram and LinkedIn?
 Yes
 No

10. If yes, why do you follow them?

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 Just because you like that brands
 You are very keen to know about their new offerings
 To know how good they are in marketing

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 Chapter-4

Data Reduction, Presentation & Analysis

Usage of Internet by the User:

It has been found that 12% of audience use internet once a week, 19% of therespondents
use 2 to 3 days a week. 30% of the respondents use 1 or 2 h aday and the remaining 39%
of users are accessing internet more than 3 h aday. It is understood that the new media
and its technology is an emergingtrend in communication which attracts almost all the
people, if they haveknowledge of computers. So this digital media has more snatchers
towardsits communication and internet is becoming part of necessarycommunication
among the students and professionals, etc (Table 1).

S/N Once a 2 to 3 days a 1 or 2 hours a More than 3hrs

week(%) week(%) day(%) a day(%)
1 12 19 30 39
Table 1. Usage of internet

Usage of Internet by the User

Once a week(%)
2 to 3 days a week(%)
1 or 2 hours a day(%)
More than 3hrs a day(%)

21
Awareness of Social Networking Sites:
From this result, it is observed that nearly 98% of the internet users areaware of social
networking sites and only 2% of them are clueless. Althoughthe concept of computer-
based communities dates back to the early days ofcomputer networks, only some years
after the advent of the internet onlinesocial networks have met public and commercial in
a successive manner. Atthe most basic level, an online social network is an internet
communitywhere individuals interact, often through profiles that represent their selvesto
others (Donath and Boyd, 2004). Social networks have grown rapidly, andsome like face
book, Instagram, have achieved the mass market and penetrated ina few months since
their inception, such applications have infringed theirusers in different strategy to interact
with more people (Table 2).

S/N Yes(%) No(%)

1 98 2
Table 2. Awareness of social networking sites

Awareness of Social Networking Sites

Yes(%)
No(%)

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Number of Profiles in Social Networking Sites:
The study found that all the respondents that is, 100% of respondents haveprofiles on
Face book. And also, 88% respondents of the same group haveprofiles on Instagram,
62% respondents have connected to twitter and 37% ofusers have account on other social
networking sites. The users can createmany accounts in different social networking site.
Face book is useful forcommunication, self-promotion, to know about friends‘
community and tofind the missed out school and college mates. The peers use the Face
book,Instagram and Twitter for the same reasons to share the information
andcommunication. Due to this reasons, Face book, Instagram and Twitter weremore
popular among the internet users of youth population comparativelywith other social
networking sites (Table 3).

S/N Facebook(%) Instagram(%) Twitter(%) Others(%)

1 100 88 62 37
Table 3. Number of profiles in social networking sites

Number of Profiles in Social Networking Sites

Facebook(%)
Instagram(%)
Twitter(%)
Others(%)

23
Ads in different Social Networking Sites:
From the earlier mentioned, it is found that 45% of the users find Face bookas a well
communicated social networking sites, which promotes morebrands andadvertisements,
gives information about product and servicewhich is useful for the young user
community in an interactive way to learnmore about the particular brands, 12% user
suggests Twitter, please followone pattern all here small words has effective
communication ofadvertisements. 28% of users find Instagram as the second option
incommunicating brand advertisements (Table 4).

S/N Facebook(%) Instagram(%) Twitter(%) Others(%)

1 45 28 12 15
Table4. Ads in different social networking sites

Ads in different Social Networking Sites

Facebook(%)
Instagram(%)
Twitter(%)
Others(%)

24
Exposure of Different Kinds of ads:
From the data, it is found that 32% of respondents have come across webbanner ads in
these social networking sites like Face book, Twitter andInstagramwhereas 8% cut across
pop up ads and flash ads in various websitesand 31% of users found video ads in
YouTube and in other sites. Google,Yahoo and News International have bought
themselves a presence in thesocial networking arena with different communication
strategy to haveinnovative appearance in content and display (Stroud, 2007). The
detailedrationale for these acquisitions differs, but all have a common theme ofessential
access to the enormous audiences of these sites (Table 5).

S/N Web Pop ups(%) Flash ads(%) Video Others(%)

banners(%) ads(%)
1 32 8 31 22 7
Table 5. Exposure of different kinds of ads

Exposure of Different Kinds of ads

Web banners(%)
Pop ups(%)
Flash ads(%)
Video ads(%)
Others(%)

25
Communication Creates Trust on ads:
From the survey data, it is understood that 38% of user agreed and satisfiedwith ads
appearing in social networking sites, whereas 11% of the userdisagreed and unsatisfied
with certain communication of information. Only51% of the respondents found it neutral.
The web has proved a catalyst inbringing the changes forward and amplifying their scale
in creatingtrustworthiness (Table 6).

S/N Agree(%) Neutral(%) Disagree(%)

1 38 51 11
Table 6. Communication creates trust on ads

Communication Creates Trust on ads

Agree(%)
Neutral(%)
Disagree(%)

26
Accessibility of ads:
Only 8% of the total samples say that they have never accessed or showninterest to the
ads displayed in social networking sites, while browsinginternet for other communication
purposes. And 36% of the respondents useto access often and were interested to listen to
the advertisements of variousbrands, 35% user says they listen to the brand
communication and also linkto the brand sites to gather more information and 21% of the
user access according to the way of communication it appears, because sometimes
thebrand promotion could be in the form of display ads, interactive feedbackforms or as
interactive games, accessing of advertisements informationdiffers sometimes according
to the format of brand communication . Todayscustomers want to be engaged differently
than in years past and manytraditional marketing tactics simply do not work anymore.
Social mediamarketing is a revolutionary way to build solid relationships with
customerslong before first contact with fun, attractive messages and interactions(Table7).

S/N Often(%) Sometimes(%) Never(%) Depends(%)

1 36 35 8 21
Table 7. Accessibility of ads

Accessibility of ads

Often(%)
Sometimes(%)
Never(%)
Depends(%)

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Brand Communication that Attracts the Users:
Games, quiz and updates of latest information are the kind of interactivecommunication
messages that attracts 28% of users. 26% of users areattracted to fan pages and posts.
20% of users are pulled their intereststowards flash ads, 14% of users listened to video
ads and remaining 12% ofusers are interested to traditional banner ads. Most of the social
networkingwebsites are enabling brands to engage the right people in the
rightconversation at right time (Shih, 2009). Nowadays communication onbranding in
social networking sites is more personal, contentious, fascinatingand influencing among
the user community (Table 8).

S/N Interactive Flash ads(%) Banner Games, quiz Video

fan page(%) ads(%) or ads(%)
updates(%)
1 26 20 12 28 14
Table 8. Brand communication that attracts the users

Brand Communication that Attracts the Users

Interactive fan page(%)

Flash ads(%)
Banner ads(%)
Games, quiz or updates(%)
Videos ads(%)

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Impact of Communication:
According to the respondents, 67% of user agreed that the communicationstrategy used in
brand communication creates impact on certain brandseffectively and also which could
helps them to recall the same often andinteractively. 24% of users said that it partially
creates impact and traffic ofcommunication, which result to confusion in users mind. The
remaining respondents almost 9%, says that it does not create much impact on ads butstill
effective for other communication purpose like sharing and chattinginformation (Table
9).

S/N Agree(%) Neutral(%) Disagree(%)

1 67 24 9
Table 9. Impact of communication

Impact of Communication

Agree
Neutral
Disagree

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 Chapter-5

Data Interpretation

5.1 Result of the analysis

As seen earlier, the various brand communication factors involve in thesekinds of social
media advertising and day by day competition among thebrands increase. So, to survive
brands, the communicators come up withmore and more innovative, interactive and
interesting kinds of brandcommunication messages which make the users to access them
and developcloseness with the different brand communication strategy with
attractivename and its service.

1. The finding of the study states that the audiences respond more tointeractive
marketing than the traditional ads followed in internetadvertising.

2. Almost everyone is communicated through social networking sites.

3. Nearly 70% of the audience has impact through ads in social networkingsites and
half of them access these ads e.g. games, quiz, events, etc.

4. Users remember the brand by the way they advertise. They respond to anynew
form of advertising which interest them.

5. Social networking sites will become the primary arena for highly
targetedmarketing and advertising. Social networking sites present an
unmatchedopportunity to build brand.

6. Users of Face book and Instagram are of same age group and category. Intwitter,
people do not show much interest because it‘s just like a micro-blogging site.

7. Interaction is more in the display banners advertisements in Face bookand

Instagram.

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 Chapter-6

Summary & Conclusion

6.1 Results of the Study

From this report it can be concluded that social media presence is inevitable in the
coming years. Not only that social media is useful as a marketing tool, it has become the
order of the day to be present in social media. Therefore this report recommends all kind
of businesses- small scale, large scale, business tobusiness clients, business to consumer
clients, manufacturing industries and so on to be actively present in the social media. An
important fact tobe kept in mind in this context is that most social networking sites have
acyclic growth. It starts from minimum, attains a maximum and goes down to aminimum
again. Thus, this is the perfect time to invest time and resource in popular social media
sites such as Facebook, Twitter and LinkedIn. Owing to the relatively small amount of
investment, itis not ahigh risk investment as the usage of social media will come to
aminimum only gradually. In comparison with traditional advertisements, social media
marketing caters to a more focussed group of people and thus can yield better results.
This does not mean that companies should stop using traditional media and start using
online and social media alone for advertisements. This may result indisastrous results. An
important thing to be kept in mind is that when we say one in every seven people are on
Facebook, there can be millions of duplicate accounts and almost half of the total number
of accounts is not being accessed every day. This limits the chances of meeting new
prospects and thereby causes a hindrance for generating new business leads. Also still the
remaining people of the world are relying on traditional media which means that we can’t
ignore them. Therefore the best solution is to combine both traditional and social media
for marketing (Wakolbinger, 2009). This will bridge the gap between those people who
are active onsocial media sites and those who are still relying on traditional media.
Companies must be careful in selecting particular adverts for particular media. A
company which sells clothes may have torely on social media for advertising their clothes
for people of the age group 15-50 whereas they still have to depend upon traditional
advertisements like TV, radio and print media for the rest of the age group population.
Thus effective combination of social media adverts and traditional adverts will result in
better results. The online presence of firms must be frequently updated and it must be
linked with each other and with the company website. It must be maintained well and
only relevant posts must be updated. Small businesses should embrace this wonderful
technology and reap the benefits of being onthe social media for marketing.

31
6.2 Limitations
 Market research is conducted to various respondents so biases suchas mood,
feelings act on research settings.

 The responses from the respondents could be biased which ultimately affects the
results shown by marketing research.

 This study limits to Delhi-NCR.

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6.3 Suggestions, Scope for further Study & Conclusion

Conclusion
Digital marketing is mainly all about social media which is working more as a search
engine these days because people trust people rather trusting companies. Also people
think that it would be cheaper tobuy from the people directly rather than going to the
company website. Hence, an area of interest is searched on a social media and concerned
people are found and communicated with. Social media marketing creates a positive
effect on many business markets such as financial institutions, travel and tourism
businesses, retail businesses, knowledge businesses, entertainment industry, and so on.
Since the process of social media marketing saves money, time and is highly engaging
and interesting social media marketing seems to be the next big thing to hit the world as a
whole. One of the biggest advantages of social media marketing as opposed to traditional
advertising is that potential customers can be precisely targeted. For example, in
Facebook, if the person species that his area of interest is interior designing; his home
page would have advertisements of interior designers on it. Thus, itdoesn’t seem to be
ahassle for the customer because they would definitely want to see those advertisements.
As for the business owner, he/she needs to pay only if a person clicks on his/her
advertisements. Thus itis a win- win situation for both the business owner and the
customer. Similarly small business start-ups should utilize the endless opportunities
provided by social media sites such as Facebook, Twitter and LinkedIn. The biggest
advantage for small business start-ups is that the amount of money to be spent on
advertisements can be massively cut down and brand building can be done effectively. As
in LinkedIn which is customisable, more than one products being sold bythe same
company can also be marketed. This works perfectly for B2B clients who cater to more
than one product from the same verticals. In fact social media sites themselves are
changing at a fast pace to keep up with the marketing trend that is present today. Though
LinkedIn was started for professional networking, it has added much functionality
recently which makes it an attractive platform for business development. Likewise
although Facebook is considered as a medium for personal space, it is changing ata rapid
pace to cater to the needs of businesses as well. More companies are trying to market
their products through Facebook. Twitter is least preferred social networking website
used for business development. The main reason for this is that Twitter is more
demanding in terms of frequent tweets and more time should be spent on it to respond to

33
customer queries. However, Twitter is also changing to cater to business development
needs. Marketing Week (2012) reports that Twitter now provides various tools for
gauging the impact of promoted tweets. Now brands who want to advertise on Twitter
can customise their advertisements on the basis of what is working for them. Thus all
popular sites are into marketing and itcan be seen as good sign of opening the horizons
for a new way of marketing which cheaper, greener and more effective.

34
Scope of the Study
 The study would help in gathering the opinion of people for digital marketing
through social networking sites, how do they use it, what are the things that they
do on social and professional networking sites and how these sites help them in
socializing with their personal and professional contacts.

 The study further helps in analyzing the benefits of promoting through social
media, identifying the benefits of branding and promoting via Digital Marketing.

 The study will help to formulate and implement Marketing strategies for
Branding, Promoting and communicating the information to the customers
through Digital methods.

35
SUGGESTIONS
Communication should be more preferred than advertising: people do not prefer buying
products through social networking sites. So, if the brand is communicated well and
remembered by the audience, then it is a greatest success to the company for their
promotion through social media.

Promotional way of advertising is best: the usual banner ads and pop-up ads make the
users to ignore them. So advertising must be interactive, promotional and in innovative
form to hold the audience. It should target the individuals than the mass. If an ad is
hosted for a group then that would be no advantage in delivering specified information.

Adding more multi media elements to have more interactive factors in fan pages and
group would benefit the brand user.

36
 References/ Bibliography
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 Appendices

 LIST OF FIGURES:

 FIG-1 - Usage of Internet

 FIG-2 - Awareness of Social Networking Sites

 FIG-3 - Number of Profiles in Social Networking Sites

 FIG-4 - Ads in different Social Networking Sites

 FIG- 5 - Exposure of different kinds of ads

 FIG- 6 - Communication create trust on ads

 FIG-7 - Accessibility of ads

 FIG- 8 - Brand Communication that attracts the users

 FIG- 9 - Impact of Communication

39