A research project report, submitted in partial fulfilment of the Masters in Business

Administration requirement at INSTITUTE OF MANAGEMENT TECHNOLOGY

GHAZIABAD)

A Study on “Market Research on digital marketing: Axis Bank Ltd.”

Submitted By:
Name: Naveen Kumar Tyagi
Enrolment No: 20A2021941
Course and Specialization: Marketing
Batch: 2021– 2022

Under the Guidance of

Name: Rajiv Chawla
Age: 48
Educational Qualification: POST GRADUATE
Years of Experience: 25
Current organisation: AXIS BANK LTD
Current designation: VP

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 INDEX
SL
No. TABLE OF CONTENT PAGE NO.
1 ACKNOWLEDGEMENT 3
2 EXECUTIVE SUMMARY 4
3 INTRODUCTION 5-6
4 HISTORY OF BANKING INDUSTRY 7-9
5 METHODOLOGICAL PART 10
6 COMPANY PROFILE 11
7 DIGITAL BANKING PLATFORM 12-17
8 INDIAN BANKING SYSTEM 18-20
9 RESEARCH PROBLEMS 21
10 FINDINGS, CONCLUSION & BIBLIOGRAPHY 22-32

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 ACKNOWLEDGMENT

It is really a matter of pleasure for me to get an opportunity to thank all the Persons who contributed directly
or indirectly for the successful completion of the project report, “DIGITAL MARKETING”. First, I am
extremely thankful to my college Institute of Management Technology for providing me with this opportunity
and for all its cooperation and contribution. I also express my gratitude to my Project mentor and guide. I am
highly thankful to our respected project guide for giving me the encouragement and freedom to conduct my
project. I also grateful to all my faculty members for their valuable guidance and suggestions for my entire
study.

PLACE: DELHI DATE: 29/10/2021

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 EXECUTIVE SUMMARY
Project title: -
“
MARKET RESEARCH ON DIGITAL MARKETING: AXIS BANK LTD
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.
The present study, based on data and responses received from the AXIS bank and from some customers of
AXIS bank and some other private & nationalized banks in Delhi NCR It was undertaken to understand the
concept of digital marketing platforms adopted by banking sector also sub classification of banking into
traditional and modern banking to identify the various types of services offered by the banks, the level of
satisfaction among the customers from different types of services, expectation about these services and the
different age group of the customers accessing digital banking. Hence, the major objectives are:

Objectives of the Study:

Banking sector plays a significant role in the economic development of the nation. The banking industry is
highly benefited by the digital transformation.
The specific objectives of this study are as follows:

• To highlight the marketing plan of the banking industry

• To study the Digital Marketing in Banking
• To highlight the Marketing strategy of AXIS Bank
• To identify various e-banking services offered by Indian banks
• To study and analyse the progress made by Indian banks in adoption of technology in the banking
• To study the shift of AXIS bank from traditional to modern banking.
• To study the challenges faced by Indian banks in adoption of technology in the banking sector.
• To understand the response, views and understanding of the customers of AXIS Bank and the population
in general about the digital banking.
• To make an analysis of the competition between AXIS bank and its competitors with respect to digital
banking features, advantages that AXIS bank has over the other banks with respect to digital marketing
and vice versa.

Limitations of the study:

1. The project is carried out in Delhi NCR so the entire analysis is based on the information, data and customer
response that were accumulated there.
2. The number of customers who participated in the analysis was less then equal to 150 of which majority
were men and very few women who are integral part of the customer of various banks.
3. The customers were reluctant to answer the questionnaires based on banks, bank and digital banking.

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 INTRODUCTION
Banking industry is going through a phase of commoditization. In today’s scenario, differentiated and
delightful customer experience has become more important than just providing financial services. To grab a
bigger piece of the cake, banking industry has to understand the unstated needs of the customer the way airlines
understands the preferences of the frequent flyers or the retailers understand the likes/dislikes of their
customers, without even taking direct feedback of the customer. Each day, new devices / technologies are
providing various customer touch points. Every time customers touch a computer or a screen, they are
providing an information trail and it's banks’ responsibility to understand how they use this trail to move their
bottom line upwards. Traditionally, banks spent most of their efforts, time and money on transaction execution,
which is nothing but has become a very basic feature of their overall service. While providing expedient,
consistent and precise transaction processing ability is still critical, we believe that banks can learn from how
retailers see the customers’ journey through an Omni-channel lens. Banks now need to rethink the way
customers are being valued, may be from the angle of the industries that greatly value customer experience. A
tightly coupled multichannel may provide a share of customer’s pocket, but successful implementation of
Omni-channel can surely increase the size of the share though competitive advantage and also can help them
to retain the same share for a longer period of time. Millionaires are not the only ones who want to bank
whenever or wherever they want, irrespective of the branch location or the business hours. Customers from
all generation, income groups, and countries could make a transaction online one day, and another day, the
same transaction through mobile or ATM - or they could start a transaction on any of these channels then
continue on another and finish it on different channel. Multichannel gives the flexibility to hop between
channel, but not the continuation of the transactions among multiple channels.So, this represent a remarkable
challenge for the financial institutions, which are often involved in multiple types of banking such as retails,
finance, corporate, mortgage etc.
To begin with, as a part of the curriculum a this report was to be conducted for a period of one month. Given
a choice, one was allowed to choose the field in which he/she was interested. As my interest and curiosity was
in online or digital marketing I choose to work with a third largest bank AXIS BAK LTD where currently I
am working and can explore myself and why digital marketing? Because it is booming industry, the growth
of digital marketing is tremendous and expected to grow more. Due to this project, I learnt every aspect of
digital marketing include (business development process, content writing, social media, revenue generation
through digital mode, campaigning etc) Marketing practices have dramatically shifted with the rise of social
media and proliferation of devices, platforms, and applications. Your prospective and current customers are
trying to communicate with you, and you can listen and respond faster, and with more personalization than
ever before. This shifting environment presents new opportunities and challenges for marketers. With digital
marketing, it is easy to fall behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you identify areas of improvement..
2.1 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 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.
2.1.2 Web Site Designing
From the initial process of taking inputs from clients, planning on the basis of such inputs to final

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implementation and testing all are done using latest web designing techniques and skills. Our services have
the advantage of offering clarity in its design style, which is backed up with an easy and free flowing content
and latest technical know-how. Not only we provide affordable web site design and ecommerce web
development services but also search engine friendly designs. Our Service Includes
• Website Design
• Website Redesign
• Shopping Cart Web Design
• Detailed and Advanced Page Layout
• Custom Logo Design
• Banner Ads
• Custom Graphics Design using advanced design tools.
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 is 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.
Social media:
Organizations are focusing on engaging with customers through social media to offer real-time interactions.
Social media helps organizations reach out to a vast pool of potential customers by supplying them with
medical and campaign-related information.
Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities like experience
sharing; review reading via social media and the evolution of Global Positioning System (GPS) are helping
companies leverage Social-Local-Mobile marketing activities.
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.
Advanced analytics:
Increased adoption of digital channels is generating large volumes of customer behavioural data. Advanced
actionable analytics can help organizations define targeted marketing strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are focusing on SEO
efforts and paid search advertising for enhancing the visibility of their products and services.
One more trend that has been observed recently is the continually mounting costs of pay-per-click (PPC) that
has resulted in the increased disappointment with this form of search engine Advertising. According to experts,
the reason behind such high costs is the huge investments made by large business concerns. Consequently,
online business owners have now turned to the organic search results delivered through search engine
optimization to enjoy so many advantages. There is currently more emphasis given to user-generated content,
improved conversion rates, location- or language specific campaigns, and E-mail newsletters.

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 HISTORY OF BANKING INDUSTRY
NEED OF THE STUDY:
A third party known as advertising agency normally does advertising. 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
➢ 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 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. The advances in digital have affected every industry. 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 USA, 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 cannot begin a digital marketing campaign without setting the campaign objectives. A digital
marketer understands the needs of the clients and visualizes their needs to deliver what they want.
Looking at last year’s figures, let us 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% 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.

Internet Penetration in India

There is no definite mantra for success, but in the digital era „going digital‟ could be awinning formula for
success. Since digital technologies bring in massive productivity gains and competitive advantage,
companies across sectors are aiming to ride the digital bandwagon.

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Source: Internet and Mobile Association of India (IAMAI) – June 2021
Table 1 explains the digital population of India as of June 2021. According toan IAMAI, the number of
internet users stood at 500 million in June 2018, the report Research Guru: Online Journal of
Multidisciplinary Subjects (Peer Reviewed) titled „Mobile Internet in India 2017‟ stated that, „young
students are the most prolific users of most services‟

Source: Internet and Mobile Association of India (IAMAI) – June 2021

The close observation of Table – 2 reveals that e-commerce growth is directly related to the number of
Internet users. According to the report published by Kantar IMRB, 500 million internet users in India by
June 2021, the overall Internet penetration is 35 percent of the total population. The number of Internet users
is expected to reach 829 million users by the year 2021.
Marketing Plan of Banking Industry
“The Internet is becoming the town square for the global village of tomorrow”- Bill Gates
Extensive marketing strategy is essential to beat completion, to retain old customers and to attract new
customer in the changing environment. The application of a marketing strategy in banks will therefore
involve –
i. Finding out customers‟ financial needs and wants
ii. Developing innovative products and services to satisfy the needs of the customer
iii. Fixation of price for the products and services so developed
iv. Establishing appropriate bank branches and outsells
v. Research for predicting future market needs
vi. Attractive advertisement to promote the products and services to the old as well as prospective customers.
Digital Marketing in Banking
“Twitter is not a technology. It’s a conversation and it’s happening with or without you”.- Charlene Li
In order to hammer the ongoing competition and to reach the potential customers with top brand visibility,
digital marketing is the gate that keeps your brand minty fresh and visibility. So, by employing digital

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marketing, banks can –
1. Social Presence
Continuous communication with the customer can help to elevate the customer experience. Online presence
helps to target new customer, hold old customers and easy to build a strong image full of trust and faith.
Social media is the best mode to connect with customers in new, educational and personalized ways. Social
media helps the banking industry to listen to their customers and engage them in meaningful
Two-way conversations.
2. Target potential Customers
Social Media avoids the impersonal feel and helps the banking industry to have a friendlier connect with
their customers always. The potential customers are available in online than anywhere else. Social media
forums or network attracts bunch of customers. Banks can utilize digital data to watch clients and market
trends to provide value-driven, personalized and tailored customer services to each individual client.
3. Track Competitors
Digitization is easy to watch the competitors‟ move and key strategy. Continuous touch with a customer
helps to capture customer‟s interest through digital marketing.

4. Analyze Customer Behaviour

There is a paradigm shift in the customer pattern and behaviour. The customers have huge expectations now
days, behind every successful business, there are thousands of customers. Studying customer behavior and
activity helps to enhance existing products and services for better customer satisfaction.
5. Investigate Self-Market Performance
Measuring self-performance is essential for a better tomorrow. SWOT analyses enable the business to stand
strong and go long.
6. Mobile Apps
According to Internet and Mobile Association of India, Majority of the internet users assess internet through
mobile. So, optimization of Mobile Apps will enhance customer base.
Technology enables increased penetration of the banking system, increased cost effectiveness and makes
small value transactions viable. Besides making banking products and services affordable and accessible, it
simultaneously ensures viability and profitability of providers.

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 METHODOLOGICAL PART
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.

A) 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.

3.2.2 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.

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 COMPANY PROFILE
Axis Bank is the third largest private sector bank in India. The Bank offers the entire spectrum of financial
services to customer segments covering Large and Mid-Corporates, MSME, Agriculture and Retail
Businesses.

The Bank has a large footprint of 4,594 domestic branches (including extension counters) with 11,333 ATMs
& 5,710 cash recyclers spread across the country as on 31st March, 2021. The Bank has 6 Virtual Centers and
has over 1500 Virtual Relationship Managers as on 31st March 2021.The Overseas operations of the Bank are
spread over eight international offices with branches at Singapore, Dubai (at DIFC) and Gift City-IBU;
representative offices at Dhaka, Dubai, Abu Dhabi, Sharjah and an Overseas subsidiary at London, UK. The
international offices focus on Corporate Lending, Trade Finance, Syndication, Investment Banking and
Liability Businesses.

Axis Bank is one of the first new generation private sector banks to have begun operations in 1994. The Bank
was promoted in 1993, jointly by Specified Undertaking of Unit Trust of India (SUUTI) (then known as Unit
Trust of India), Life Insurance Corporation of India (LIC), General Insurance Corporation of India (GIC),
National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental Insurance Company
Ltd. and United India Insurance Company Ltd. The shareholding of Unit Trust of India was subsequently
transferred to SUUTI, an entity established in 2003.

With a balance sheet size of Rs. 9,96,118 crores as on 31st March 2021, Axis Bank has achieved consistent
growth and with a 5 year CAGR (2015-16 to 2020-21) of 13% each in Total Assets & Advances and 15% in
Deposits.

Vision and Values

To be the preferred financial solutions provider excelling in customer delivery through insight, empowered
employees and smart use of technology.

Core Values
• Customer Centricity
• Ethics
• Transparency
• Teamwork
• Ownership

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 DIGITAL BANKING PLATFORMS

From optimizing search campaigns to gain, maximum advantage 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.

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

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

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

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Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.
Omni Channel Strategy and Business Solutions:

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

Creating integrated campaigns to create brand presence and recall in the mind of your audience.

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

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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.

Our visualizers think out of the box every day, thus helping you to leverage on existing content through
innovative concepts to gain revenue.

Apps specifically conceptualized and designed to meet your business objectives. Our team of highly skilled
visualizers, designers and developers, ensure that your users will experience only the best.

Digital Media Distribution and Solutions:

Brand campaigns using a mix of media and marketing. We partner with some of the largest music labels
globally.

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Distribution of music, videos & other digital content across devices. Our platform and analytics power some
of the largest labels globally.

Want to launch a story telling campaign built around music/videos/films celebrities.

Digital focus and Technology driven Transformation are two of the key pillars on which we are building a
more sustainable organization

• Strengthen the organizational core and quality of our balance sheet significantly
• Invest in technology capabilities to deliver on our Transformation plans
• Act with relentless focus on making Axis digital
• Build granularity across all our business segments to drive sustainable growth
• Create significant value among our key subsidiaries
• Deliver strong operating performance with improvement in return metrics.

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16
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 INDIAN TRADITIONAL BANKING:
Traditional banking means performing banking transactions in a brick and mortar structure. The customer has
to visit the branch of the bank in person to perform the basic banking operations such as account enquiry,
funds transfer, cash withdrawals, applying for loans etc. Hence, physically visiting the bank is essential for a
customer to avail the banking service, as there is no use of information technology in carrying out the banking
transactions. Some of the traditional banking activities are as follows: a) Opening an account b) Creating of
deposits c) Renew of fixed deposits d) Withdrawals e) Apply for loans f) Transfer funds between accounts
within the banks.

IMPACT OF TECHNOLOGY IN BANKING SECTOR: The information technology has revolutionized

aspects for our life. The world at large is entering into the ‘NET AGE’, internet or simply ‘NET’ is an inter-
connection of computer communication networks covering the whole world. The relationship between IT and
Banking is fundamentally high, because of which it is expected to reduce costs and facilitate customized
products. The advent of information technology to every aspect of human life and business has been so obvious
that it does not need to be accentuated more. Information technology has been of great essence in banking
system. Today both public and private sector banks are trying to rapidly transform itself from traditional
banking to relationship banking by establishing direct relationship with customers through the introduction of
IT in banking known as “DIGITAL BANKING”.
.
The following has been implemented effectively to introduce technology in the traditional form of banking
namely-
a) COMPLETE CENTRALIZED SOLUTION
b) CLUSTER APPROACH
c) HIGH TECH BNK WITHIN BANK SHIFT FROM TRADITIONAL BANKING TO MODERN
BANKING:
The Banking sector in India has experienced a rapid transformation. Just about a decade back this sector was
limited to the sarkari (read nationalized) and co-operative banks. Then came the multi-national banks, but
these were confined to serving an elite few. The opening up of the Indian banking sector to private players
acted as 'the tipping point' for this transformation. The deregulatory efforts prompted many financial
institutions (like HDFC and ICICI) and non- financial institutions enter the banking arena. With the entry of
private players into retail banking and with multi- nationals focusing on the individual consumer in a big way,
the banking system underwent a phenomenal change. Multi-channel banking gained prominence. For the first
time consumers got the choice of conducting transactions either the traditional way (through bank branch),
through ATMs, the telephone or through the Net. Technology played a key role in providing this multi-service
platform. The entry of private players combined with new RBI guidelines forced nationalized banks to redefine
the core banking strategy and technology was central to this change.
TRANSFORMATION TO DIGITAL BANKING: E-Banking started with the introduction of computers and
ATM in 1970’s. The addition of internet and mobile banking has revolutionized banking services. Banks use
E- Banking facilities to offer a wide range of products and services. This development has been leading to the
creation new business models involving banks and non-banks entity such as internet service providers and
other technology firms.
E BANKING/ DIGITAL BANKING: Online banking, also known as internet banking, e banking or virtual
banking, is an electronic payment system that enables customers of a bank or other financial institution to
conduct a range of financial transactions through the financial institution's website. E banking includes the
systems that enable financial institution customers, individuals or businesses, to access accounts, transact
business, or obtain information on financial products and services through a public or private network,
including the Internet. Customers access e-banking services using an intelligent electronic device, such as a
personal computer (PC), personal digital assistant (PDA), automated teller machine (ATM), kiosk, or Touch
Tone telephone. While the risks and controls are similar for the various e-banking access channels, this booklet
focuses
Specifically on Internet-based services due to the Internet's widely accessible public network. Accordingly,
this booklet begins with a discussion of the two primary types of Internet websites: informational and
transactional.
Some of the modes of E-Banking are:
a) Automated Teller Machines
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b) Internet Banking
c) Mobile Banking
d) Phone Banking
e) Sms Banking etc.
FEATURES OF E-BANKING: A) A bank customer can perform non-transactional tasks through online
banking, including – 1. Viewing account balances 2. Viewing recent transactions 3. Downloading bank
statements, (for example in PDF format) 4. Viewing images of paid cheques. 5. Ordering chequebooks 6.
Download periodic account statements 7. Downloading applications for M-banking, E-banking etc. B) Bank
customers can transact banking tasks through online banking, including – 1. Funds transfers between the
customer's linked accounts 2. Paying third parties, including bill payments (see, e.g., BPAY) and third party
fund transfers (see, e.g., FAST) three. Investment purchase or sale 4. Loan applications and transactions, such
as repayments of enrolments 5. Credit card applications 6. Register utility billers and make bill payments 7.
Financial institution administration 8. Management of multiple users having varying levels of authority

BANKING INDUSTRY PROFILE EVOLUTION OF BANKING: The concept of Banking in India dates
back to the first half of 18th century. The first bank that was established in the country was The General Bank
of India founded in 1786. After that came the State Bank of India in Kolkata in 1806, which was then known
as The Bank of Bengal. The operations of all the banks in India are controlled by the Reserve Bank of India.
The RBI or Reserve Bank of India governs all the Indian banks. This governing body took over the
reasonability of formally regulating the Indian banks in 1935. The Reserve Bank of India was announced as
the official Central Banking Authority for the smooth supervision of the banking industry in India. Banks in
India are classified into 2 broad categories namely, Public sector banks and Private sector banks. The banking
scenario in India has already gained momentum, with the domestic and international banks gathering pace.
All the banks in India are following the 'cost', determined by revenue minus profit model. This means that all
the resources should be used efficiently to improve the productivity and ensure a win-win situation. To survive
in the long run, it is essential to focus on cost saving. Previously, banks focused on the 'revenue' model, which
is equal to cost plus profit. Post the banking reforms, banks shifted their approach to the 'profit' model, which
meant that banks aimed at higher profit maximization. Thereafter, the Government of India issued a law and
nationalized the 14 largest business banks with effect from the midnight of July 19, 1969. A second dose of
nationalization came when 6 more commercial banks followed in 1980. With this second dose of
nationalization, the Government of India controlled around 91% of the banking business of India.

WHAT IS A BANKING SYSTEM: The structural network of institutions that offer financial services within
a country? The members of the banking system and the functions they typically perform include:
(1) Commercial banks that take deposits and make loans,
(2) Investment banks which specialize in capital market issues and trading, and
(3) National central banks that issue currency and set monetary policy. Accounting for trillions in assets
worldwide, the banking system is a crucial component of the global economy

INDIAN BANKING SYSYTEM RBI RECORDS FOR BANKS IN INDIA: There are currently 27 public
sector banks in India out of which 19 are nationalised banks and 6 are SBI and its associate banks, and rest
two are IDBI Bank and Bharatiya Mahila Bank, which are categorised as other public sector banks. There are
total 93 commercial banks in India. The number of private banks are 21, total number of foreign banks with
branches in India are 27, and representative offices in India are 20. The number of regional banks is around
25. According to RBI data at the end of March 2015 the total value of transactions recorded on the mobile
banking platform in the industry stood at “16913.99 crore” RESERVE BANK OF INDIA: The Reserve Bank
of India is India's central banking institution, which controls the monetary policy of the Indian rupee. It
commenced its operations on 1 April 1935 during the British Rule in accordance with the provisions of the
Reserve Bank of India Act, 1934. The original share capital was divided into shares of 100 each fully paid,
which were initially owned entirely by private shareholders. Following India's independence on 15 August
1947, the RBI was nationalised on 1 January 1949. The RBI plays an important part in the Development
Strategy of the Government of India. It is a member bank of the Asian Clearing Union. The general
superintendence and direction of the RBI is entrusted with the 21-member Central Board of Directors: the
Governor, 4 Deputy Governors, 2 Finance Ministry representatives, 10 government-nominated directors to
represent important elements from India's economy, and 4 directors to represent local boards headquartered at
19
Mumbai, Kolkata, Chennai and New Delhi. Each of these local boards consists of 5 members who represent
regional interests, and the interests of co-operative and indigenous banks. The bank is also active in promoting
financial inclusion policy and is a leading member of the Alliance for Financial Inclusion (AFI).
CLASSIFICATION OF BANKS: The banking system in India comprises commercial and cooperative banks,
of which the former accounts for more than 90% of banking system’s assets. Besides a few foreign and Indian
private banks, the commercial banks comprise nationalized banks, the State Bank of India and the associate
banks of SBI. These banks, along with regional rural banks, constitute the public sector banking system in

DIGITAL MARKETING IMPACT ON REVENUE GENERATION

Digital marketing is a new trend in marketing, unlike traditional marketing most of companies not use their
own marketing channels for digital marketing mostly it can be outsourced to third parties like digital marketing
agencies like Branex consultancy ltd. Companies like Branex generating revenue using digital marketing it
has great impact on revenue model of these companies. Spending’s of various companies on digital marketing
is a revenue for digital marketing agencies like Branex.
Digital agencies: types and services
Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At the high end,
for global enterprises, are the agency holding companies with hundreds of full-service digital agencies around
the world. There are also boutique and specialty agencies that provide channel-specific digital marketing
services such as mobile messaging programs, social media marketing, or SEO link-building campaigns. And
there are agencies that focus on strategy and professional services, such as branding or web design. Like any
organization, each type of agency has its own strengths, weaknesses, and culture. Digital agencies also can be
differentiated by their focus on professional services versus proprietary technology platforms. Agencies that
emphasize their professional services capabilities recommend and use third-party technology such as PPC
campaign management platforms, SEO tools, and social media management platforms to manage their clients’
data and digital campaigns. These agencies view their role as strategists that can analyse and interpret data to
provide actionable results and achieve their clients’ goals. Agencies that develop and offer proprietary tools
view their platforms as a competitive advantage over third-party toolsets that are widely available. The
plethora of digital channels has left many advertisers drowning in data. By providing technology platforms
that are built and customized to client needs, these agencies believe they are providing unique and critical
automation tools that collect, analyse, and optimize data for their clients.

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 RESEARCH PROBLEMS
Technical Aspects of problem:
• Finding the online presence of the client.
• Understanding why it is so weak.
• Identifying what solutions would be better for particular client.
• How to improve their presence, etc.

Managerial Aspect of the problem:

• To define SWOT for the client.
• To define their requirements and the corresponding solutions.
• To define the gap analysis for the client.

Business Aspect of the problem:

• To find better business opportunity for ROW.
• To resolve the client’s problem in terms of ROI.
• Competitive benefits and bets pricing offering.

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 FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of digital marketing.
2. With the study of digital marketing, I came to its emergence and extreme growth in today’s scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have complete knowledge
about the digital marketing and explaining how we are better than others are.
4. Most of the sectors initially opt for the digital marketing channels name search engine optimization,
search engine marketing and social media marketing and later they will think about other channels, which
mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sector and then call
them in fact sometimes the company itself call having seen the E-mailer.
6. American customers are highly information seekers. They collect more information about quality, price
and refer customer’s experiences before purchasing a product.
7. Advertisements have high impact for creating stimulus in American customers. However, this stimulus
will get in to action only through opinion leaders.
8. American consumers have high tendency to go for online purchase. They have high affinity to go online
for electronic products and apparels.
9. One of the current trends in American youth and young Americans are watching the T.V programs via
online portals. May be the main reason is convenience of time, they can watch programs which they had
skipped due to some reasons.
10. The same thing is happening for the newspaper also, people have more affinity towards online news
portals. Here is the reason may be they can get news updates very early; they do not need to wait for
daily newspapers.
11. In both of these cases, one opportunity is lost for marketer and one opportunity is emerging for them to
reach their T.G.
12. More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of samples have
an internet connection is any of these gadgets, this showing the penetration of internet in USA.
13. If we take tablet, penetration in American is low. However, it does not mean that no one is using tabs.
More than 30% of samples have tablet. For brands, they are getting three more platforms to reach their
T.G and engage them.
14. 33% of the samples are using these gadgets while they are with their friends, so just think about the
reach. If one person noticed something, which is cool and awesome, they will surely communicate to
others.

➢ 26. Do you Collect information before purchasing the products?

5%

Yes
No
95%

➢ Survey results showing that 95% of people collect information before purchasing the products. Only
few people don’t bother about info before purchasing product.
27. What type of information will you collect?

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 Customer's Experience 21%

Quantity 11%

Attributes 10%

Quality 32%

Price 26%

➢ Survey results showing that people who said they collect information before purchasing product they
mainly concern about the product quality and price least concern about attributes.
28. Did you ever purchase from an online site?

0% 0%
19%
Yes
81% No

➢ Question asked to most of young people and 81% people said they buy from online site and only few
people said they never purchased from online because of reliability issues.
29.If yes, then what type of product / services did you purchase online?

Electronic 22%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts 13%

Automotives 3%

➢ People who said they purchase products from online they purchase electronic products, followed by
fashion and travel accessories through online.

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30. Do you watch television?

7%0%
0%

YES
NO
93%

➢ Question asked to various age people and most of them said yes about 93% people said they watch
television only 7% said NO to television.

31. Do you watch television programs through online?

47% Yes
53% No

➢ Survey results showing that almost equal percentage of results.53% people watch TV programs
through online.
32. Do you read Newspapers?

7%

YES
NO
93%

➢ Question asked to various age people 93% people said they read newspaper only few people said no
to reading newspaper

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33. Do you read the News through online?

26%
YES
No
74%

➢ 93% people said YES to reading newspapers, 74% are reading newspapers through online portals and
only 26% people said NO to read newspaper through online.

34. Do you have mobile phone?

1%

YES
NO

99%

➢ Question asked to various age people maximum number of people said yes that they have mobile phone
99% answered YES that they have mobile phone.
35. This survey sample collected from students and working professional and 94% people said they have
laptop or PC.only 6% don’t have laptop or PC.
36. Do you have a tablet?

30%
YES
NO
70%

➢ Question asked to same students and working professionals and collected results that 70% people have
tablet only 30% people don’t have tablet.

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37. Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO
96%

➢ Question asked to people who said YES to above asked questions and 96% people have internet
connection to any of those gadgets only 4% people using gadgets without internet connection.
38. When do you use these gadgets?

With friends 33%

College 26%

Office 16%

Watching T.V 25%

➢ Survey results showing that 33% of people using gadgets when they are with friends and while
watching TV.

Figure: Digital Marketing Budget as a Percentage of Company Revenue

➢ Data was gathered from responses to the following question: What percentage of your organization's total

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 marketing expense budget is allocated to digital marketing in 2014?

Digital Advertising Accounts for 12.5% of Digital Marketing Budgets

Marketing leaders support a diverse and increasingly complex marketing mix. We asked marketers how much
of their digital marketing budget they are 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 to digital
advertising. Still, marketers wrestle with digital advertising's effectiveness. Advertising agencies, technology
providers and brand advertisers are working to address this concern by improving measurement standards and
formats. Content creation and management account for the second largest share of digital marketing budgets.
This is driven, in part, by the desire to populate the infinite appetites of inbound marketing channels. Social
networks, customer forums, and the blogosphere are examples that drive inbound inquiries or actions. However,
you need to create content that delivers the right message to the right person at the right time, regardless of how
the dialogue gets started. That means content is equally needed to meet the demands of outbound marketing as
well. The enormous pressure to create, manage and distribute content for multiple marketing activities through
the right channels will only increase as customers use more digital channels for collaboration, 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.

Figure: How Marketers Allocate Their Digital Marketing Budgets

➢ Data was gathered from responses to the following question: How much of the 2014 digital marketing
expense budget is your organization spending on each of the activities listed? This includes personnel
costs, software and externally purchased services.

48. 41% of Marketers Say That Savings from Digital Marketing Are Reinvested.
We asked marketers to identify how they're funding their digital marketing activities. We found that digital
marketing's effectiveness helps stretch digital marketing budgets. Below Figure shows that two in five marketers
are realizing savings from digital marketing compared with traditional techniques. And they're taking that money
and reinvesting it into more digital marketing. Fifty-nine percent of the marketers in retail organizations report
that this is happening compared with only 28% in manufacturing.
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On average, 28% of marketers say they've reduced their traditional advertising budget to fund digital marketing
activities. Thirty-four percent of the marketers at high-tech companies are more likely to take this approach
compared with only 19% of the marketers at financial services and insurance firms.
Reinvesting savings into digital marketing activities is a smart move. And it's a relatively new activity in a
corporate culture where technology has primarily been used in recent years to cut costs. We don't recommend
chasing shiny new objects unreservedly. Rather, we suggest supporting a culture that is agile and keeps an open
mind to testing new techniques and underlying technologies. It's okay to fail as long as you fail fast in a program
with a limited scope and budget, and you intend to learn from these early failures.

Figure: Marketers flow Savings Back into Digital Marketing

➢ Data was gathered from responses to the following question: In order to fund digital marketing, which
of the following statements are true?
49. 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 has not 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 work in-house.
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 require
time and new technologies. In addition, 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.

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 Figure: Marketers Outsource This Portion of Digital Marketing Activities

➢ Data was gathered from responses to the following question: For the following list of digital marketing
activities, please estimate what percentage of the work is performed internally by employees or contract
labour and what percentage is performed externally by some type of digital marketing services
organization (agency, business process outsourcer, specialty firms?
50. 70% of Companies Surveyed Have a Chief Marketing Technologist 80% of Them Report to Marketing.
Marketing's dependence on technology results in new responsibilities and roles. We asked marketers whether
their companies have the equivalent of a chief marketing technologist and where that person reports. Figure 6
shows that two out of three organizations have such a role. Most of the chief marketing technologists report to a
senior marketing executive and only 13% report to the CIO.
Chief marketing technologists are familiar with marketing techniques as well as technologies. They need to
understand how to use technology to define markets, attract, acquire and retain customers. They often have
organizations that align this goal to areas such as marketing software, data and analytics, social and mobile
platforms, digital advertising networks collaboration and website design. This role may come under one of many
different titles, including CTO of marketing, chief digital officer, chief digital marketing officer, VP of e-business
or even the CMO.
What's driving the need for this role? Marketers are increasingly dependent on technology to:
• Design the customer experience across many channels social, mobile, commerce and website.
• Integrate data from an increasing number of sources, including internal data (such as transactions or on-
site search) and external data (estimated household income) to get a better understanding of customers.
• Support marketing campaigns and programs, such as a mobile app, paid search marketing and social
marketing.
• Hiring marketing technologists will help you achieve your tactics. But you need a senior-level executive
who can guide your customer experience strategy across many channels and match marketing
technologies to the organizational goals.
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 Figure: Companies Retain a Chief Marketing Technologist to Guide Strategies

➢ Data was gathered from responses to the following questions: Does your organization have the
equivalent of a chief marketing technologist today? If so, where does he or she report?
51. The Top 3 Digital Marketing Activities Key to Marketing's Success Corporate Website, Social Marketing
and Digital Advertising.
Marketers are focused on the marketing mix that will drive success. We asked digital marketers to identify the
three digital marketing activities that are most important to their success.
Below Figure shows that the corporate website and digital advertising share the distinction of being the No.1
digital marketing activities that are important to marketing's success. Social marketing emerged as the next most
important activity.
Our survey results suggest that the corporate website will not be displaced by a brand's social media presence
anytime soon. That's all the more reason for marketing leaders to continuously invest in testing and optimizing
their websites, paying attention to all aspects from customized landing pages to compelling content that
encourage visitors to be engaged with your brand.
Only 9% of respondents said that analytics is most important to their success. We believe this is an oversight.
You need to use analytics to support continuous improvement, understand your customers' requirements and
drive results.

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 Figure: What Activities Contribute to Marketing Success

➢ Data was gathered from responses to the following: Please prioritize which of these digital marketing
activities are most important to your marketing organization's success by choosing three and ranking
them most important, second most important and third most important.

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 CONCLUSION
▪ Get to know about challenges and opportunities for digital marketing in INDIA.
▪ Gain basic understanding of SEO, SEM, SMM, ORM, etc.
▪ Fulfilling each requirement of client is very important regardless of whether that requirement is small or
big.
▪ I learned how to pitch the client while meeting.
▪ I experienced the corporate feeling, which gives me a good exposure.
▪ I was able to put in practice what I have learnt in my first year of marketing management curriculum.
▪ Leadership quality, it is all about the impact you have on other people. You need to have leaders within an
organization. Leaders will deal with the customer, project, etc. as a leader.
▪ Healthy Competition forced to do better job the trick is to learn from your competitors quicker than they
can learn from you. Always look for your competitors’ strengths.
▪ Digital marketing work is all about a team work and it always try to give best out of all.
▪ Time management is the big management lesson I have learnt as make individual more divert to words it
work.
▪ How to do a formal communication, the way to communicate with each level of management to get work
done.
▪ Every day same task, but the situations are different
It’s not only from my experience, but also from my observation. All colleagues are doing the same type of
work, but the situation is different. Sometime they have problem with a client, but on the next day they
problems with vendors or with creative team. While coming to me, my first month was more concentrated
with pitch presentation. Industry or clients are different or requirements of the client are different, but
contents or the flow of pitch presentations is same.
▪ Observation is the best teacher
There are many situations where I am completely blank and I don’t know how to do some task. In those
situations I observed my colleagues to know how they are doing it and I understood the importance of
observation.
▪ Work life balancing
This is the most important learning for me. This internship thought me how to balance your personal
responsibility and professional responsibility together and how to enjoy life even after getting a job.
Working in an agency is not an easy task; the person wants to face a lot of stress and challenges. I am the
only person in my office leaving early, while comparing with others. Because my colleagues have lots of
work, sometime they will leave by late night only. However, they are really enjoying all the moments in
their life. They do not have any difference between professional life and personal life.
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 to plan for future strategies.

BIBLIOGRAPHY
REFERENCES-Websites, Branch visits various sites related to digital marketing platform etc

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