CONTENTS

Sl. No. Particulars Pg No.

1 Chapter 1- Introduction

1.1 Introduction
1.2 Statement of Problem 1 - 13
1.3 Need and Relevance of the Study
1.4 Objectives of the Study

2 Chapter 2- Methodology

2.1 Literature Review 14 - 19

2.2 Research Design

3 Chapter 3- SWOC Analysis

3.1 Strength
3.2 Weakness 20 - 26
3.3 Opportunities
3.4 Challenges

4 Chapter 4- Outcomes of the study

4.1 Outcomes 27 - 29

5 Chapter 5- Conclusion
3. - 31
5.1 Conclusions
 Chapter 1
Introduction
A STUDY ON ROLE OF SOCIAL MEDIA ON ONLINE MARKETING

1.1 Introduction
All marketing operations carried out online that reach customers are mentioned as online
marketing. This traditional methods of reaching customers such as print media, sales promotions,
and advertisements on television and radio. Any promotion on social media, mobile phones,
digital television and radio sites, and digital banners on numerous websites are examples. As a
result, Internet marketing makes use of the internet to communicate a promotional marketing
message to customers.

Email marketing, social media marketing, mobile phone marketing, search engine marketing,
and banner advertising are some of the online advertising platforms mentioned by. Companies
have changed their marketing strategy to the Internet as users get younger, where they can reach
a larger, more relevant audience at a lesser cost than traditional advertising choices. Small and
medium enterprises are finding new methods to thrive against the large corporations with the
correct web marketing strategies. Companies may get inventive and efficiently reach clients at
each phase of the buying cycle even with a restricted budget.

Consumers are just waiting to find the brand thanks to a fufill their needs. Through data analysis
and optimization techniques, help to contact the most appropriate and qualified customers. Now
that software applications and tools are doing the bulk of the work, finding new customers is as
simple as tapping a button at a lower cost. As a result, your business will waste less money and
get a better return on its marketing expenditure (ROMI).

The evolution of Internet marketing is inextricably linked to technological advancement. One of

the first significant occurrences occurred in 1971, when Ray Tomlinson first sent email Kumar,
laying the groundwork for users to exchange and receive data over various machines. The
promotion of brands to engage with potential customers via the Internet and other types of digital
communication is known as online marketing, sometimes known as digital marketing.

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Tools of online marketing

Display Advertising: Display advertising uses text, logos, animations, films, photos, and other
images to visually communicate its advertising message. To escalate the influence of their
adverts, display advertisers regularly visitors with distinct attributes.

Web banner Advertising: Web banners, often termed as banner ads, are graphical
advertisements that rise on a web page. Using Java applets, HTML5, Adobe flash, and other
applications, banner ads can include video, audio, animations, forms, buttons, and other
interactive features.

Social Media Marketing: It is a type of commercial promotion that takes place on social media
platforms. Most of the companies utilize their social media pages to promote their output through
posting regular updates and quirky offers.

Mobile Advertising: It is an advertisement sent through wireless mobile devices like smart
phones, feature phones, or tablet computers. It can be static or rich media, and it can be used to
display adverts via SMS or MMS. It may be uninvited, wherein case the centre may provide the
receiver the option to opt out of upcoming emails, or it might be sent along recipients' previous
consent.

Floating Ad: A floating ad, also called as an overlay ad, is a sort of rich media commercial that
displays above the content of the mentioned website. After a gift, floating adverts may disappear
and become less intrusive.

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Search Engine Marketing: SEM stands for search engine marketing. Its goal is to make a
website more visible on search engine results pages (SERPs).Search engines give paid and
organic results based on a web search query. Search engines typically utilize visual signals to
separate sponsored outcome from organic outcome. It encompasses most of an advertiser's
efforts to increase the prominence of food-related keywords on a website.

Pop - ups/ Pop - under: A pop-up ad emerges on a fresh browsing window that appears above
the visitor's current browser window. A pop-under ad pops up the new gateway beneath the
current browser window.

Benefits of online marketing

 The one can reach out to a large number of potential customers using the internet. It is
believed that the thousands of people use Web , and far more individuals are now
becoming conscious of it every day. As a result, the Internet is the only way to advertise
to a huge number of people.

 The Internet is the only medium that really can traverse national and geographic
boundaries. Because advertising the enterprise through web t is less expensive than other
forms of merchandising, small and midsize enterprises may easily promote their
products..

 .If there is a deal going on, it is easy to send emails to clients and they can purchase the
stuff immediately because of the Internet.

 Consumers share their experiences after using a product via internet marketing.

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  Internet save a huge deal of time and effort by using marketing. Rather than hiring a
customer care representative to react to customer enquiries, all essential piece of
information can be published on the Web for clients to review.

 Internet marketing allows your business to be available 24/7, which means increased
sales and profit.

Limitations of online marketing

 Despite the fact that Internet marketing provides for a greater reach, the beginning cost of
a website, which involves the cost of essential software and hardware as well as upkeep
costs, may be rather significant.

 There are many clients who are unable to utilize the Internet, and focusing entirely on
Internet marketing may end in the turnover of these customers.

 In Internet marketing, the laws of the game change quickly, call for regular focus and
analysis to guarantee that the marketing tactics cannot be outdated.

 The personal touch is lacking from internet marketing when a consumer purchases a
product from a salesperson. This obstructs the formation of relationships, which are
necessary for repeat sales and word-of-mouth publicity.

 Many buyers still use the Internet to assemble additional details about the product and
prefer to buy it in person.

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  Internet marketing is primarily reliant on technology, that is susceptible to glitches.

 The most significant downside of Internet marketing is its susceptibility to deception.

There are many fake websites out there that look identical to legal websites and steal
money from customers.

Social media marketing

The term "social media" can be deduced from the two words that make it up. Advertising and the
spread of ideas or information via publications or channels are referred to as media in general.
Individual engagement inside a group or society is referred to be social. Simply said, social
media refers to communication that is generated and perpetuated by individuals' interpersonal
interactions through this particular medium or tool. The democratization of information through
social media is converting people from content consumers to content producers. It's the transition
from a broadcast method to many-to-many models based on author-to-author and peer-to-peer
discussions.. The technique of garnering web traffic or attention using social media platforms is
referred to as social media marketing. Typically, marketing campaigns focus on efforts to
develop attention-getting content that encourages users to share it with their social networks.
Because it looks to come from a trustworthy third-party source rather than the brand or
corporation itself, a corporate message flows through user to user and supposedly resonates.

It's a Practically every firm is employing a modern marketing method to get out to their clients
via social media. Digital networks is the only choice if you have a brilliant idea and need to get it
next to millions of citizens for a reasonable price. Companies in the entertainment industry were
first to adopt social media as a primary strategy.

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According to Weinberg (2009), social media marketing is a method that allows individuals to
promote their websites, products, and services through online social channels, allowing them to
reach a considerably bigger audience than they would have been able to reach through traditional
means. To look at it another way, digital marketing is the practise of companies using social
media platforms to drive visitors to their main company websites.

Dimensions of social media marketing

There are five dimensions of the social media marketing, which means these five things are
required to create connection with consumers or building traffic to company websites.

 Online communities: A firm can utilize social media to build a community around a
product. Businesses may develop and improve by cultivating loyalty and encouraging
dialogue in vibrant communities..

 Interaction: A Facebook page or Twitter account inform all of its followers about a
specific topic quickly and simultaneously. Social networking sites encourage more
participation with the online community by publishing up-to-date, consumer-relevant
material.

 Sharing of content: The degree to which a person exchanges, distributes, and receives
content in a social media situation is referred to as the sharing dimension.

 Accessibility: Social networking is simple to use and costs little or nothing to utilize.

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Social media marketing in India

A quick rundown There are 95 million active Internet users in India. In India, social media is
reaching new heights. According to the 2010 Regus Global Survey of Business Social
Networking, India ranks first in the world in terms of business social networking utilisation, with
a score of 127, far higher than the US's 97, and 52 percent of Indian respondent companies say
they have attained potential subscribers though the social networks, compared to 35 percent of
American companies. Many companies are now substantially investing in digital marketing for
their products or services. Social media was used to sway Indian voters during the 2014 election.
In India, social media marketing is used by all e-retail and e-commerce companies, as well as
many other firms such as Tata docomo, MTV India channel, clear travel, Tata photon, axe
deodorant, Microsoft, Naukri, Shaadi, and others.

Apart from that, a number of Indian celebrities use the SMM platform to advertise their films,
music, and events via Twitter, Facebook, and personal blogs. Public relations firms are
benefiting from social media marketing. Many PR agencies in India are engaged in brand
development exercises for corporate organizations, brands, and celebrities, but to the joy of many
among us, the organizations in the not-for-profit sector have reaped the most benefits from SMM
to date. On 12 social media sites, some campaigns such as 'Bell Bajau' and 'Jaago Re' have been
quite successful. These initiatives have used blogs, Twitter, and Facebook to spread the news
about their costs.

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Social media marketing strategies
Here are 12 tried-and-true strategies that can assist any marketer increase the relevance and
effectiveness on social media marketing communications.

 .Benefits of the impact of brief burst and appealing messages on our society.

 Recognize and avail subscriber behavior and interaction as the major criterion for
upcoming social media campaign content and offers.

 Make use of the free social media analysis tools accessible.

 Accelerate the influence that engagement and relevance have on the reputation of your
centre and the reach out of your messages.

 Improve the effectiveness of your content and subject lines.

 Improve message relevancy by using visitor website behavior and analytic.

 To better regulate the effect of communication on future success, do a test.

 Enhance the company's connection with social media users by using social networking
strategies.

 Implement segmentation strategies that affect both the top and bottom lines.

 Implement excellent practices in creative design to make desktop and mobile devices
relevant on small screens.

 Accelerate subscriber acquisition and search optimization.

 By examining campaign results based on CTR, bounce rate, likes, impressions, and spent
earnings, as well as enquire and feedback.

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Role of social media in online marketing

Social media is a medium that not only links people all over the world, but also provides the best
opportunities for online marketing. Digital marketing is a method that is used to link a target
audience with a company's owners. This is done in order to expand the company rapidly and
effectively. Social media's role in internet marketing is one of most effective and popular ways to
create leads. Traditional ways are being phased out due to the convenience of technology and the
requirement of having access to the Internet. With social media, meeting new customers and
expressing your ideas is a breeze.

 Marketing strategies: It is very easier to have a sneak peak into everyone's life now that
social media becomes a tight requirement for the population. This brief glimpse is quite
useful for marketing purposes, as it allows you to keep track of what individuals are
doing on a regular basis and prepare accordingly. They can categorize them based on
their interests, increasing the chances of meeting the ideal customers.

 Quick problem solving: The ability to respond swiftly to comments is provided by

social media. They have a mechanism to respond in seconds, whether the conclusion is
positive or negative. They are unable to take the necessary steps to remedy the
difficulties, which will aid in client retention.

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 MEASURABLE

SPECIFIC AND
REALISTIC AND
REACHABLE GOALS
TIMELY

ACHIEVABLE

 More sales: Social media assists in presenting the company to clients on a regular basis.
It aids in drawing attention to the firm, which may lead to an increase in sales.

Source of the image: technians.com

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  Leads to conversion: Every time a post is shared, the post update action has a better
chance of converting leads into sales. The more appealing the site is in terms of info
aesthetics and content, the stronger the hold in the sector develops. This will be highly
beneficial in terms of raising conversion rates..

 Improved insights: Knowing your clients is critical for business, as has been seen and
concluded. By getting to know them, they may create a more exact list of targeted clients,
learn about their interests and characteristics, and figure out how to address them in such
a manner that they can't help but connect you.

 Social media- platform to research: People trust brands that have a more enriched and
better visual depiction of their existence on social media sites, according to studies. That's
because social media advertising effectively addresses customers, and customers learn a
great deal about their companies as a result. The social ecosystem makes it simple to
define a brand. A social networking account that is active provides value to your
company.

 Free: In contrast to the majority of online digital marketing tools, social media is
completely free to use and promote. You can make a page for your company without
spending any money on it. Target your audience, generate reports, communicate with
customers, learn about their interests, respond to their questions, replay on the fly, make
modifications, provide daily updates, and much more without having to worry about
money.

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 1.2Statement of problem

In today's scenario, there is a greater use of social media and it has offered businesses with an opportunity
to direct marketing, but it has also presented a challenge in determining the best way to communicate with
customers. A large number of people use social media networks, and marketers have began to recognize
that the sites can serve as a significant marketing tool. The issue with this surge in online activity is that
the vast majority of people who use it for headlines and product or market insight have the power to
negatively or positively impact a company's reputation. People's presence on social networking websites is
only going to grow, so it's critical to figure out whether they can be used as an effective marketing
platform and, if so, what kind of hurdles can be encountered along the way. The goal of the research is to
better understand the advantages and disadvantages of using social media sites for business and marketing.

1.3 Need and relevance of the study

The media's role in marketing is to be used as a communication tool to make businesses visible
to those who are interested in their products and accessible to those who are unfamiliar with
them. It will be used as a tool to give their brand a personality and to build relationships that they
might not have had otherwise. Not only do you get repeat customers, but you also get consumer
loyalty. The fact is that social media is so versatile that it may be used with whichever way best
meets the business's interests and purposes.In today's environment, it's more important than ever
for businesses to cultivate a favourable customer base and involvement in the decision. Trends
are shifting in favour of using social media to boost sales. A shift in thinking is already
beginning, with the intention of making social media a dedicated engagement channel. The
majority of successful social media businesses had profiles on seven or more channels.

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1.4 Research objective
The purpose of this research is to evaluate the ability of internet marketing tool in nations with
the following goals:
1. To determine the importance of social media marketing in the corporate world.
2. To determine how social media contributes to e-commerce.
3. To identify India's social media marketing potential
4. To recommend the methods via which businesses can effectively use social media to
advertise their goods

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 Chapter 2
Methodology
2.1 Literature Review

Most of the people use social networking sites like MySpace, Facebook, and YouTube, and
many of them have incorporated them into their daily routines. Social networking sites are
becoming increasingly significant in today's industry, thanks to their wide range of effects. As a
result, the goal of this study is to propose a literature analysis and classification for research
words in social networking site business effects, with the goal of clarifying the foundation of
social networking website business impacts. The review includes 20 journal papers from the
years 2000 to 2011, as well as a few months in 2012. Advertising and marketing, knowledge
management, social capital, relationship management, e-commerce, and economic model were
among the six categories covered in the 28 articles.Marketing and advertising are now the most
widely discussed categories in the literature, according to the data. This review serves as a
resource for learning about the business implications of social network growth and it will help to
pique interest in the field.

1. Kaplan and Heinlein (2010) Web 2.0's ideological and technological basis are used to
describe social media as a collection of Internet-based apps. Web 2.0, he claims, is a
framework where material is constantly amended by all users in a shared and
collaborative manner. Web 2.0 is a web-based technology that allows individuals and
groups to share, co-create, discuss, and edit user-generated content on a highly dynamic
platform.

2. Mangold and Faulds (2009), to mention a few, social media is a collection of online
word-of-mouth venues that comprises blogs, discussion boards, forums, and social
networks. By connecting people together via web and mobile technologies, social media
creates a strong dynamic platform. an. There are many websites on the internet; each one
serves a particular purpose and appeals to different demographics. Facebook caters to the
general public, whereas Linked In focuses on professional networking. YouTube, Picasa,

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 and Flickr, as well as blogging services (Blog Spot, Blogger.com), are all part of the
social media ecosystem..

3. Mohammed Furqan (2019) stated that while the terms "social media" and "social media
marketing" are used interchangeably, the two are distinct. The goal of this research paper
is to go over the literature both on concepts and see how they are related in technical
terms. The literature about social media marketing was useful in determining its
dimensions. In the conclusion part of this research study, the cons 2 concepts were
coupled and social media marketing was redefined in technical terms.

4. Helen Alves (2013) carried out research on content analysis and articles on social media
marketing in the web of science database. 44 studies per analyzed in accordance with a
variation on the systematic review approach, involving synthesis- and interpretation-
based assessment. The results demonstrate how most of the studies analyzed focus on
consumer perspective in terms of usage, share and influence of social media on consumer
decisions and perceptions. the studies focusing on firms' perspective center not only on
the usage of social media, but also on their implementation, optimization and
measurement of results. the majority of studies are quantitative and published in recent
years. this study not only reads certain conclusion for both theory and practice, but also
defined future lines of research according to the gaps detected by the study's results.

5. Dhingra Gupta (1993) suggested that individuals do not make time to interact with one
another. Social media assists people in connecting with social networking sites, allowing
them to stay connected even when they are physically separated. Apart from that, social
media platforms such as Facebook foster a strong bond between the product and the

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 individual, resulting in significant advertising potential. Other social media platforms,
such as blogs, provide a place for posting comments on any event that has to be promoted
and can be used as a promotional tool for customer adoption and promotions.Since there
is a time difference between the occurrence of a social event and the time it is
transmitted, these media have a competitive advantage over the other prominent media
like television.This paper focuses on tactics that can extend viral marketing beyond what
is now available on social media, and as a consequence, it can assist you in developing a
strong enough network to keep the marketing successful and initiative buying.

6. Mr. Sisira Neti (2006) postulates that social media is one of the most effective ways for a
company to communicate with potential customers. The medium of socialization is social
media. Consumers trust these new media because they connect with them on a deeper
level. Marketers are taking notice of a range of social media opportunities as well as
launching new social efforts at a faster pace than ever before. The sophistication of social
media marketing and also the businesses that use it has increased.

If a competitor's product or service is making waves, one cannot stand to be absent from
social media channels. Companies throughout the world have recognized social media
marketing as a possible marketing platform, and they're using it to drive their advertising
campaigns.This paper discusses about the concept of social media and social media
marketing and other aspects like growth and benefits, role and relevance of social media
in marketing, social media marketing strategies.

7. Chi (2011).defines social media as a currency for users networking and social
engagement that connects brands and consumers. With the advent of social media, the
tools and tactics for engaging with customers have radically changed; as a result,
businesses must learn about using social media as a platform that is compatible with their
business strategy.

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Summery Literature review

This literature analysis examined till it reveals how social media marketing is used at work to
meet our objectives with the fewest possible limits and to establish a direct contact between
marketers and customers. From a business standpoint, digital marketing is a novel concept; it is
an opportunity for marketers to use social media marketing to promote its products and select
their clients.People nowadays don't even have chance to go shopping or to evaluate which
products are good or terrible.

The technology is drastically evolving, and individuals are increasingly engaging in social media
marketing. Because the internet is now widely available, marketers saw an opportunity to
develop a new marketing concept, and businesses saw an opportunity to invest in online
marketing, allowing consumers to easily identify which brands are promoting which products.
The significance of social media marketing is growing over the world, and it is benefiting people
everywhere.

Research gap
.

The researcher has not focused on how companies can effectively utilize social media platforms
in the current scenario as well as the untapped opportunity and challenges of social media in
online marketing. It should also explain the problems of using social media and how to
overcome them. Researcher work was more emphasized the importance of social media
platforms andthe approaches for communicating with the customers

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2.2 Research Design

For this study descriptive research method has been used. It refers to the methods that describe
this characteristic of the variables under the study. Instead of focusing on the 'why,' descriptive
research focuses on describing the characteristics of the statistics under investigation.This
research is a form of market surveys that entails gathering information using numerical variables.

Data collection

Secondary data is the main source of data for this study as it is inexpensive and easily accessible
over the Internet and other readily available sources. These secondary data sources include
research papers and articles on social media, online marketing, it's scope and objectives in India
and other countries.

Online
Forums

Newspapers Research
Data Collection Tools Paper

Journals

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 The secondary data has been collected from websites, journals, Internet articles, newspapers,
textbooks. the advantage of using secondary data is that:

 There is no hassle in collecting the data

 It is very cost-effective

 It helped save a lot of time

 A large amount of data can be easily collected from various sources

 It is easily accessible to any individual

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Chapter 3
SWOC
 SWOC Analysis

A SWOC is a strategic planning and organizational strategy form to describe the strengths,
weaknesses, opportunities, and challenges in corporate rivalry. It's also termed as scenario
analysis or situational evaluation. When conducting a SWOC analysis for social media, you
generally look at one or several of your social media channels in detail to determine your
strengths and shortcomings first. Then you proceed on to determining which chances you are
utilizing or overlooking. It denotes a comprehensive examination of your company's social
media operations across the board. Alternatively, instead of focusing solely on likes, shares, and
other critical social media numbers, you dig deeper. This helps you identify and fix problems
while also taking preventive measures in order to future proof your online marketing efforts.

The strength of our social media initiatives vary based on our overall goals. In this type of study,
having predefined goals and putting those at the forefront of all marketing efforts is critical. One
company's strength could be market penetration or reach. According on the overall social media
marketing aims and commercial objectives, this effort may have flaws. Most types of businesses
report that their biggest shortcoming in social media campaigns is their difficulty to scale or
sustain their efforts. Another typical flaw is the lack of a social media analytic tool for tracking
and monitoring campaign results.

A SWOC analysis of individual social media channels will assist you in identifying the chances
you are currently overlooking. They should consider attending a new social media channel that
has a large following among the target demographic. A SWOC study can steer you in the right
path and explain how to approach fresh chances. External issues, such as inside your specialty or
competitor entering the market, are the subject of the challenge domain of social media analysis.
In terms of long-term viability, the danger component of a SWOC analysis can be quite valuable
in future-proofing your company and social media initiatives.

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 3.1 Strengths

1. Large market reach: Broad reach or penetration, which is extremely important for
developing a digital engagement approach. It calculates the amount of prospective
clients that the campaign can reach.

2. Easy to set up: It is not difficult to begin a social media marketing strategy;
nevertheless, there are a few measures that must be completed in order to enter the social
media platform. Select social media marketing goals which are in line with your
business objectives, and learn about your competition and customers. Conduct a social
media audit to established accounts and boost your profile.

3. Quick information exchange: The data can be disseminated quickly. Individuals can
use social media to connect with friends and family. They utilize a variety of apps to
network and locate job possibilities with others across the world who share their
interests, as well as to share their personal thoughts, feelings, and insights online.

4. Media exposure: By creating intriguing and engaging material, one can increase
engagement while also gaining media visibility. Responding to every comments and
engaging in frequent engagement can readily capture the attention of the audience.

5. Deep sales orientation for quick ROI: If you use hashtags consistently, your audience
will be able to follow you. Offer flash specials, coupons, and free delivery, among other
things, to encourage sales and return.

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 6. Strong variety of value adding post On Facebook, Pinterest, Twitter etc.: Adding
images, movies, and graphics to your material will make it more visually appealing and
engaging. Through multiple posts on social media platforms, the topic can be presented
completely and effectively.

7. Unique selling promotions: It refers to longstanding advantages that brings to

customers. Uploading content after hours, rewarding devoted followers, publishing high-
quality content, and so forth.

8. Directly increasing website trafficking and sales: Keyword research, influence

outreach, guest blogging, and other strategies can boost website traffic and turnover.

3.2 Weakness

1. Customers ignore ads:. Consumers are accustomed to watching commercials on

television. Customers can avoid clicking advertising banners, bypassing adverts in online
videos they view, and closing popup advertisements as soon as it occurs on their screen
by listening to radio commercials and flipping over advertisements in magazines.

2. Complain and feedback visible to public: Anyone can participate on the forum. It is
quite simple to leave a bad review or remark. It will be seen to everyone, potentially
harming the content's image.

3. Technical viewing problems: The number of times customers see online advertisements
can be reduced by website downtime, slowness in website or video loading, and browser
problems. When technical issues arise, businesses lose the capacity to broadcast product
or service ads.

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 4. Too many options: Business put their advertisement on a wide range of websites on the
Internet. It's challenging to slow down the selections to the sites that will capture the most
potential clients and sales with so many alternatives.

5. Consumers get distracted: When users go to a website, they usually have a specific aim
in mind, such as keeping up with the latest celebrity news, reading the news, or chatting
with friends. Customers can quickly divert their attention away from internet
advertisements using these techniques.

6. Consistency: We only can strengthen the brand by posting consistently and regularly on
social media. Any consistency with followers, especially dedicated followers, lessens
social media engagement.

7. Privacy and security: The most serious disadvantages of social media marketing is the
privacy and security concerns that arise by using a social media platform, which
necessitates the surrender of both public and private information in order to get the most
of the marketing endeavour.

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 3.3 Opportunity

1. Great opportunity for individual to connect and exchange information: An

organization or individual can readily connect with others and share information. More
people to reach and more possibilities to take advantage of. It is feasible to establish a
website in this way.

2. Talent coming your way effortless: Future talent will flow your way through the ability
of going online because of the opportunities for exposure that social media provides for
interaction.

3. loyal community:Customers that are loyal to a company are more inclined to purchase
from them again. It will boost revenue while also establishing a brand image. The
competition can be defended by a committed community.

4. Improve search engine ranking:While digital networks indirectly impact SEO

rankings, the links you distribute across social media platforms help to boost brand
awareness. It all adds up, and it has an impact on search engine optimization. The post
will have a longer life expectancy.

5. customer looking for recommendations: Customers will use social media to seek out
recommendations. This may have a direct impact on their decision-making process. It is
an opportunity for the company to make an appropriate recommendation about the
product or service.

6. Social media as PR strategy: Social media can be used as part of a public relations
campaign. Customers can communicate with one another through social media. The
platform must be managed and customers must be engaged as part of the PR campaign.
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 3.4 Challenges

1. Competitor: A threat of competition is a competition which hasn't happened yet but

could. Every day, social media becomes more competitive. Various social media outlets
are in fierce competition with one another.

2. Other social networking sites: Other websites can have an impact on the brand's
promotion. It is critical to develop a distinctive strategy and assess the competition in the
current period. The customer will compare and contrast the two sites.

3. Like jacking:It deceives the client into clicking objects just on web page and connecting
to something they aren't aware of. Not joining a social media channel, like jacking, is
more devious than it is harmful.

Legal implications: There are several serious legal difficulties that develop in social
networking sites, such as defamation, copyright, and privacy issues, and many
individuals are also dealing with pranksters who create bogus profiles on these sites.

4. Weather: weather patterns can influence the expression on Facebook and Twitter etc.
previous research has identified a potential link between weather and people emotional
states, but which specific weather condition trigger positive or negative emotion and
how much measure these sentiments in an accurate and consistent way require further
investigation

5. Offline presence of competitor: If the competitor has a strong offline presence, it can
adversely affect the company or the individual. It is critical to have a strong presence
on social media as well as grab that customers.

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3.5 SWOC Chart

Strengths Weaknesses
• Large market reach • Ignorance of ads
• Easy to set up • Complain visible to public
• Quick exchange • Technical problem
• Too many options
• Media exposure
• Consumer get distracted
• Quick ROI
• Consistency
• More engaging • Privacy
• Unique selling • Security
promotions
• Increase sales

Opportunities Challenges
• Connect and exchange • Competitor
information • Other sites
• Talent coming your way • Like jacking
effortless • Legal implications
• Loyal community • Weather
• Improve search engine ranking • Offline presence of competitor
• Recommendation
• PR strategy

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Chapter 4
Outcome
 4.1 Outcomes of the study

As consumers become more reliant on online activities, social networking strategies, such as
email marketing, have come to play an essential part in their everyday lives. The large volume of
campaigns conducted via email, Facebook, Google Adwords, and AdSense is beneficial to the
expansion of the e-commerce industry in India, as well as the operation of social media as a
marketing tool. Consumers are relocating within their social media engines more quickly to
manage this surge in online activity, looking not only for information and benefits, but for new
updates, profit, quality, and accessibility in services that they want and need. Almost everyone is
connected to the Internet in today's digital society. As a result, advertisers have the option of
using social apps or the Internet for advertising purposes.This research was carried out to
determine the impact of social media marketing on internet advertising..

Up to 25% of the Indian population uses mobile devices to visit social networking sites, not only
for buying or services, but also for fresh updates. This research also contributed to a better
understanding of the role of social media in today's world. The research aids in the examination
of social media management following a four-step loop:

Content creation: Creating a continual supply of new ideas, such as blog posts, videos, info
graphics, and more.

Content publishing: After the information has been developed, it must be published with the
rest of the world, and numerous solutions make this process automated.

Listening and response: Because good content invites your organization and its audience to
converse, it's critical to be willing to hear to their replies and connect with them.

Analyzing and comparing: This will look at the results after working.

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 Every phase of the social media process necessitates the use of a variety of technologies. There
are a slew of free social networking tools available that can help you grow your business. The
problem with Google Alerts, Hoot Suite, and Tweet Deck is that they aren't all-inclusive; they
catch partial bits of data and don't offer as many possibilities as other apps. Building a platform
presence is simple because to the power of digital platforms. The amount of research done on
social media is mind-boggling. Facebook is a internet community that allows (890 million)
Google+ is a foundation that allows you (359 million) Twitter is a social media platform that
allows (288 million) Instagram is a social media platform that allows (300 million)

4.2 Findings

1. People utilize social networking sites to promote their businesses and create
communities around them.

2. Only a small percentage of people have ever utilize a marketing application.

3. Feedback is easier to provide and receive using social media.

4. The opportunities for exposure that social media has brought make it easier to
communicate with future potential.

5. It aids the organization in developing marketing plans that are tailored to its
requirement

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 4.3 Suggestions
It may be assumed from this analysis that web presence will be unavoidable in the next years.
Not only is social media a helpful marketing tool, but it has also become the norm to be active on
social media.

i. Communication, rather than advertisement, should be prioritized. So, if the

brand is well communicated and remembered by the audience, the company's
social media promotion will be more successful.

ii. The most effective promotional method of advertising is banners and video
commercials. To keep the audience engaged, advertising must be interactive,
promotional, and original.

iii. Individuals should be the focus of advertising rather than the masses. If an ad
is targeted at a group, there is little benefit in presenting specific information.

iv. More multimedia features in fan pages and groups would assist brand users by
providing more engaging factors.

v. The most famous social networking applications, Facebook and Whats App,
must be employed for social media
promotion.

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 Chapter 5
Learning and Conclusion
 5.1 Learning And Conclusion

Consumers are at the core of any profession, and social networking lay out a chance to develop
even more mutually beneficial and candid association with customers. However, in order to reap
concrete commercial benefits, organization must improve their planning, management, and
measurement of social networking operations. Customers and merchants are engaged through
social media, and a bridge is maintained between them. Owing to the notable usage of social
media marketing tools, in the last 10 years has seen a dramatic widening in e-commerce and e-
business in India, thanks to the surfacing of the web and continuing convert in consumer
behavior. To achieve and retain client engagement, social marketing makes use of the advantages
and benefits of doing good. As a result, social marketing's differentiating trait is its primary focus
on social good. Not all government and non-profit marketing and social advertising are the same.
A social parent = social sciences and social policy, and a marketing parent = commercial and
public domain marketing techniques, are increasingly being defined as having two parents in
social marketing.

Standard marketing tactics can be used by public sector organizations to boost the promotion of
their appropriate agencies and organizational goals. This is vital, but it should not be confused
with social marketing, which focuses on accomplishing specific behavioral goals with a specific
audience in regard to certain social good subjects (example; health, sustainability, recycling etc.).
Individuals and businesses alike cannot avoid using social media these days. It's practically
impossible to tell the difference among media and the internet.

The debate of social media is no longer considered a web 2.0 fad; it is increasingly taking place
in homes, small businesses, and executive offices, and also in the charity, educational, and health
sectors. A rising population now refer to social media as just another channel or approach, rather
than being excited, novel, or overwhelmed.

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 Blogging can help your company's branding expand in a favorable way. According to a Hub
Spot research, clients who have blogs generate 68 percent more leads than those who don't. It is
critical to recognize that social media has enormous potential nowadays. They're part of a
growing online group of individuals who discuss, comment, shop, and make things. Having an
online presence and interacting in ongoing discussions with your consumers is a necessary,
whether you're a single person, a startups, a small business, or a large corporation - yet it requires
effort and experience. Companies are revisiting and altering their previous outreach strategies.
The phrase will be incorporated in dictionaries and encyclopedias as a result of social media's
entry into the huge ocean of connected experience, ushering in a new era of knowledge
accessibility as well as experiences unconstrained by distance, time, or physical restrictions.
Every business should embrace social media and take it seriously now.

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