Project Report on

“Role of Digital marketing in communication: A perspective on

Divine Realbuild Pvt. Ltd.

Submitted in partial fulfillment of the requirements

for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Under the Guidance of: Submitted By:

(Dr. Shipra singh) Shivam pal
Associate professor, DSPSR BBA V Semester
01721701718

Session 2018-2021

Delhi School of Professional Studies and Research

(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
 CERTIFICATE BY SUPERVISOR

This is to certify that the project titled “(Role of digital marketing communication: A
perspective of Divine Realbuild Pvt. Ltd.)” is an academic work done by (Mr. Shivam
pal) submitted in the partial fulfillment of the requirements for the award of degree of
Bachelor of Business administration at Delhi School of Professional Studies and
Research, New Delhi under my guidance and direction.

(Mr. Shivam pal) has given an undertaking that the information presented in the project
has not been submitted earlier.

(Signature of Faculty)

(Dr. Shipra Singh)

(Associate professor)
DECLARATION

I take this opportunity to express my profound gratitude and deep regards to my guide
(Dr. Shipra Singh) for his exemplary guidance, monitoring and constant encouragement
throughout the course of this project. The blessing, help and guidance given by her time
to time shall carry me a long way in the journey of life on which I am about to embark.

Last but not least, my sincere thanks to my parents and friends for their wholehearted
support and encouragement.

I also hereby declare that the project work entitled “Role of digital marketing
communication: A perspective on Divine Realbuild Pvt. Ltd.” under the guidance of
“supervisor’s name” is my original work and it has not been submitted earlier in any
other university or institution.

(Shivam pal)

BBA(G)-(c)

Table of Contents

i
 Title Page No.

1. Chapter-1 Introduction 1-2

2. Objectives of the study 2

3. Review of Literature 3-4

4. Research Methodology 4-5

5. Limitations of the study 5-6

6. Chapter-2 Profile of the organization 6-14

7. Chapter-3 Analysis and Interpretation of Data 15-24

8. Chapter-4 Conclusion and Recommendation 24-27

9. Bibliography 28-31

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CHAPTER-1 INTRODUCTION

Introduction

This internship report stresses on the work experience I have gathered as an

Intern in the Digital Services department of Divine Realbuild Pvt. Ltd. In
this report, I mainly have incorporated my experience at Divine
Realbuild Pvt. Ltd. especially campaign management, research and
development works etc. Divibe Realbuild Pvt Ltd. has always been
conserving quality service and now it is one of the renowned and
superior involved in building of complete construction or parts thereof; civil
engineering. In this report, I have included a d e t a i l e d s t u d y o n r o l e
of digital marketing on communication.

where I followed-up and also provided. Then, I discussed the project on the
roles of digital media communications where different new findings came
out. The project’s objective is to understand the roles of digital marketing
communications over the conventional marketing from the customer
point of view to find out how digital marketing communication is helping
conventional marketing process.

This report will serve good information for the marketers. Divine Realbuild
private Ltd and corporates are not taking digital marketing
communication seriously till now. More investments in digital media are
needed which may give a better visibility of the brands and make the

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advertising and marketing atmosphere more delightful which may amaze
people with its’ beauty.

OBJECTIVE OF THE STUDY

Summer Training Report is a vehicle for introducing students to real-life

situation, which cannot be simulated in the classroom. Therefore, Summer
Training Project assignments must necessarily be those of direct interest to
the host organization.

Students are encouraged to take up time bound multi-disciplinary and goal-

oriented assignment involving team work. Solutions to various problems
confronted in the assignment might be open-ended, involving an element of
analytical thinking, processing and decision-making in the face of
insufficient data parameters and uncertain situations.

With getting real experience in market the main objective of the study was
to get the knowledge of Digital impact on the marketing. Some are the
following objectives led down.

Followings are the objectives of the PROJECT

1. To understand the Digital marketing in practical approach

2. To understand the marketing effectiveness

3. To understand the Digital marketing campaign’s takes place.

4. To understand how digital platform works on the communication

5. To understand how the company can use the digital marketing on brand
building.

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REVIEW OF LITERATURE

Digital marketing in current scenario has gain the most popular trend in the
marketing sector and communication towards the customers and all the
other factors which effect the corporate. The existence of Digital was not
much old as the publicity of Online platform and the social media had
played the major role in development of it in the market.

As Paul,1996 According to Philip kotler, the online marketing is the

growing from of direct marketing. The consumer’s perception of
convenience, price, product information and service has been significantly
affected by the internet and modern marketing requires businesses to be
committed to consumer orientation. Therefore a sustained web presence is
absolutely essential for each and every one the companies today.

Chaffey et.al, 2003 defines internet marketing as “The use of internet and
the related digital technologies to achieve marketing objectives and support
the modern marketing concept. These technologies include the internet
media and other digital media such as wireless mobile, cable and satellite
media;

Lempert, 2006; Vollmer and Precourt, 2008 The internet has become a
mass media vehicle for consumer sponsored communication. It not
represent the number one source of media for customer at work the number
two source of media at home.

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Customer are turning away from the traditional sources of advertising radio,
television, magazines and newspaper. Customer also consistently demand
more control over their media communication. They require on-demand and
immediate access to information at their own convenience.

RESEARCH METHDOLOGY

The research design and methodology is presented as follows

2.1 Data collection:

The task of data collection begins after a research problem 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.

2.2 source of data

a) Primary data

2.2.1 Primary data

The observation method is most commonly used method. Data planning 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. The data has been used through
the primary data.

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LIMITAIONS OF THE STUDY

Due to pandemic there are many limitations which obstructed the smooth
follow of the study. Following are some of them let down.

1. Company covers only the region of Delhi and NCR so it becomes

difficult to approach candidates from remaining parts of India which might
have better skills and knowledge which would prove to boost the growth of
the company further.

2. As the pandemic resulted in overall lockdown, thus time became the

major limiting factor for my study.

3. Another issue that was faced that it was a work from home so it lacked
interaction which could have been better in an offline model.

4. Students studying were also facing the same issue of the online model
because of the pandemic situation in the country. It was observed that
students were more comfortable studying in offline model as compared to
online model.

5. Technical issue used to be the major problem for online classes. Many of
the students were not able to attend most of the classes due to poor network
connectivity

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Chapter-2 Profile of the Organization

Divine Realbuild Private Limited is a Private incorporated on 29 may 2008.

It is classified as Non-govt company and is registered at registerar of
companies, delhi. Its authorized share capital is Rs. 3,000,000 and its paid
up capital is Rs. 2,930,000. It is involved in building of complete
construction or parts thereof, civil engineering.

Divine Realbuild Private Limited’s Annual General Meeting was last held
on 30 september 2019 and as per records from Ministry of corporate Affairs,
its balance sheet was last filed on 31 march 2019.

Directors of Divine Realbuild Private Limited are Satyendra Pratap Singh,

Ajay Kumar Singh and Brajendra Pratap Singh.

The company is functioning basically at the area of North-west of Delhi. It

is functioning College which is working for the development of the higher
education and the research in the field of commerce and management of the
business.

It has also given the highly importance to the Rural development of the
unprivileged children of the society.

From this year they have started to develop the Market value in the field of
education sector through the help of the digital marketing under
communication ot the new students highlight them the functioning of

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administration of college and the past achievements of the bright alumina’s
and their importance for the college.

Brief of the company (Details)

CIN U45200DL2008PTC178781
COMPANY DIVINE REALBULID PRIVATE LIMITED
NAME
COMPANY ACTIVE
STATUS
ROC Roc- Delhi
REGISTRATION 178781
NUMBER
COMPANY COMPANY LIMITED BY SHARES
CATEGORY
COMPANY SUB NON- GOVT COMPANY
CATEGORY
CLASS OF PRIVATE
COMAPNY
DATE OF 29 MAY 2008
CORPORATION
AGE OF 12 YEARS, 6 MONTH, 29 DAYS
COMPANY
NUMBER OF 03
MEMBERS

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ACTIVITY Building of complete construction or parts thereof;
civil engineering

MISSION

Customer satisfaction is our primary objectives and we strive for excellence

in it. End user contact and Immediate Problem Resolution is our strength.

VISION

Our vision is to set the high standards for the digital marketing &
Technology around the world, across all industries through hard work,
innovation and creativity until the preferred outcome is achieved.

Digital Marketing and Customer Acquisition

Search
Digital Media Marketing or Digital Marketing The term 'digital marketing'
was first used in the 1990s. In the 2000s and the 2010s, digital marketing
became more sophisticated as an effective way to create a relationship with
the consumer that has depth and relevance.

Digital marketing is defined as “marketing that makes use of electronic

devices such as personal computers, smart phones, cell phones, tablets and
game consoles to engage with customers. Digital marketing applies
technologies or platforms such as websites, e-mail, apps (classic and mobile)
and social networks”.

Peoples often referred digital marketing as 'online marketing' or 'internet

marketing' but it’s wrong. Digital marketing revolves around the Internet,

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which explains why people tend to believe that digital marketing and
Internet marketing are synonymous. Nonetheless, they are different. Internet
marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization,
display advertising, and email marketing.

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 the content via web searches. Web site/blogs and streaming
media are good example of this. In each of these of example, users have a
specific link to view the content.

Push

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

1.1.2 web site designing

From the initial process of taking inputs from clients, planning on the basis
of such inputs to final 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

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affordable web site design and commerce web development services but also
search engine friendly design. 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.

1.2 Digital marketing trends

Organization 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

1.2.1 mobility

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

1.2.2 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.

1.2.3 Social-local-mobile-marketing:

The growing popularity of smart mobile devices, increasing location based

social activities like experience sharing. Review reading via social media
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and evolution of global positioning system are helping companies leverage
social-local-mobile marketing activities.

1.2.4 Personalized content marketing:

Customers engagement acquisition and retention have all taken on a new

dimension with the delivery of unique, personalized, and relevant message
through identified digital channels. Email is one of the most preferred
marketing channels to broadcast targeted organization message and
campaigns to existing and prospective customers.

1.2.5 Search Engine Optimization

Search engine optimization is also known as SEO in short. This type of

digital marketing is utilized by marketers to optimize the content of the
website to appear in organic listings of a search engine.
It simply means that marketers optimize the content and various aspects of
the whole website to make it easier for search engines to show your website
in the top pages of the search.
If we break down this concept of what is digital marketing, here’s what we
will get:
Imagine that you search for what is digital marketing; you will receive
millions of Google search results but would go through all of these
websites?
You most probably would not even go to the second page of the search page.

1.2.6 Social Media Marketing

When one asks what is digital marketing, most really are referring to social
media marketing. This is because we use social media so frequently that it
has become a major aspect.

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Social media marketing is a type of digital marketing which is utilized by
many marketers. Due to its wide availability and cost-effective nature, every
marketer usually starts by creating a social presence on Facebook,
Instagram, Google Plus, and other channels first. Then they move to other
aspects.
It means marketing done through social media channels. Whenever you
tweet about your brand or reach out to your audience on Facebook, you are
making efforts to improve your social media presence.

1.2.7 Developments and strategies

One of the major changes that occurred in traditional marketing was the
"emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), this led
to the reinvention of marketing strategies in order to adapt to this major
change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As digital marketing is dependent on technology which is ever-evolving and

fast-changing, the same features should be expected from digital marketing
developments and strategies. This portion is an attempt to qualify or
segregate the notable highlights existing and being used as of press time.

 Segmentation: More focus has been placed on segmentation within

digital

marketing,

 Online behavioral advertising is the practice of collecting information

about a user's online activity over time, "on a particular device and across
different, unrelated websites, in order to deliver advertisements tailored to
that user's interests and preferences. Such Advertisements are customized
as per the
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 user behavior and pattern.

Collaborative Environment: A collaborative environment can be set up

between the organization, the technology service provider, and the digital
agencies to optimize effort, resource sharing, reusability and
communications. Additionally, organizations are inviting their customers
to help them better understand how to service them. This source of data is
called User Generated Content. Much of this is acquired via company
websites where the organization invites people to share ideas that are then
evaluated by other users of the site. The most popular ideas are evaluated
and implemented in some form. Using this method of acquiring data and
developing new products can foster the organization's relationship with
its customer as well as spawn ideas that would otherwise be overlooked.
UGC is low-cost advertising as it is directly from the consumers and can
save advertising costs for the organization.

Data-driven advertising: Users generate a lot of data in every step they

take on the path of customer journey and brands can now use that data to
activate their known audience with data-driven programmatic media
buying. Without exposing customers' privacy, users' data can be collected
from digital channels (e.g.: when the customer visits a website, reads an
e-mail, or launches and interact with a brand's mobile app), brands can
also collect data from real-world customer interactions, such as brick and
mortar stores visits and from CRM and sales engines datasets. Also
known as people-based marketing or addressable media, data-driven
advertising is empowering brands to find their loyal customers in their
audience and deliver in real time a much more personal communication,
highly relevant to each customers' moment and actions.
An important consideration today while deciding on a strategy is that the
digital tools have democratized the promotional landscape.

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 Remarketing: Remarketing plays a major role in digital marketing. This
tactic allows marketers to publish targeted ads in front of an interest
category or a defined audience, generally called searchers in web speak,
they have either searched for particular products or services or visited a
website for some purpose.
 Game advertising: Game ads are advertisements that exist within
computer or video games. One of the most common examples of in-game
advertising is billboards appearing in sports games. In-game ads also
might appear as brand-name products like guns, cars, or clothing that
exist as gaming status symbols.
The new digital era has enabled brands to selectively target their customers
that may potentially be interested in their brand or based on previous
browsing interests. Businesses can now use social media to select the age
range, location, gender, and interests of whom they would like their targeted
post to be seen. Furthermore, based on a customer's recent search history
they can be ‘followed’ on the internet so they see advertisements from
similar brands, products, and services, This allows businesses to target the
specific customers that they know and feel will most benefit from their
product or service, something that had limited capabilities up until the digital
era.

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CHAPTER-3 ANALYSIS AND
INTERPRETATION

The company is working in field to develop its brand value. with the help
data gather from the quesionaary provided to the relevant people to know the
basic question of the role of the Digital marketing in communication.

The date collected from the source is presented with the help of the different
types of the Diagrams and after it analysis it is also presented with some on
the interpretation on to it.

The process by which sense and meaning are made of the data gathered in
qualitative research, and by which the emergent knowledge is applied to
clients' problems. This data often takes the form of records of group
discussions and interviews, but is not limited to this. Through processes of
revisiting and immersion in the data, and through complex activities of
structuring, re-framing or otherwise exploring it, the researcher looks for
patterns and insights relevant to the key research issues and uses these to
address the client's brief.

15
Q-1 Which platform do you use to launch/run digital ad campaigns ?

Chart Title
Facebook Twitter Linkdin

19%

56%
26%

Interpretation- From the first question it is clear the main focus of asking
from the public is to just get idea the trend in the market of the following
platform.

From above data as represented through chart it is clear the main platform is
totally dominated by the facebook. The easy access of the facebook and
popularity may be the reason of it. Twitter is in second postion with atleast
one- fourth of it.

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Q-2 How Frequently do you use the social media platform on Daily basis?

Chart Title
2-4 hours 3-5 hours 4-6 hours more than

12%

16%

48%

24%

Interpretation-

The question is related to check the uses of the social media platform for the
digital marketing by the people. It represent the basic information and raw
material for the organization to plan and develop idea for targeting the
people.

Above chart shows that atleast half of the people gives time to the two hours
in a day to the digital platform irrespective of the uses by them.

17
It gives important help to the firm to put the target on to it. At the same time
or to devotee atleast some time to these platform to be connected with the
people.

Q-3. Where do you do your Search for run digital ad campaigns?

Chart Title
facebook instgram twitter linkdin google other

15%

24%

19%

19%

10%

13%

Interpretation- from this question the idea of people preference can be

obtain. But the data collected from the resource it is difficult to measure the
proper trend among the people.

18
Because some user use facebook and Google on the same rate just difference
of some margin. And other also work on the same.

Q- 4. What will you think is the primary goal of digital marketing in

communication with the individuals?

Interpretation- This is the most important question to check the mindset of

the end user because it can be helpful for the organization to set the
standards for it otherwise without knowing the trend among the people it
will next to impossible for the organization to build a planmap for their
Digital marketing.

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The data presented shows that the Brand awareness, Lead Generation,
Customer Resource are among the three which is most favorable among the
people.

So the any firm basically use these tools to impact the people.

Q-5 What digital methods were most effective for any organization?

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Interpretation-

This question highlights the Website Content is the most effective for the
digital marketing among the people. Website is the easiest and most easy
accessible for any people with in google id.

Second the social media platform is the choice of the people or the user. In
the social media platform it includes the facebook, Google, twitter etWith
same trend among the other like Email Marketing, search Engine
Optimization, Paid Advertising and others.

Q-6 Which social media is the easiest to attract the customer or to easily
communicate with them Active or effective?

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Interpretation-

In this chart the data represented showed positive as well as the popularity of
the following media platform.

Data gather from the people shows facebook is the most effective and
active platform for the user. The reason as same above may be.

Linkdin also perform good as it basically focus on the business sector or

area. Twitter is most contrasting data which represent it is effective but not
the active one.

Snapshot is not even single point in this aspect.

Q-7 How the digital marketing strategies more effective while to intract
the target audience?

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Interpretation-

Training or knowledge Improvement is the most important strategy for any

organization for better connect with the audience whom they want to target
for the communication with the 55% is most important factor to deliver the
audience.

Too Better planning is also important for the effective use. And other factors
also play to.

Q-8 Which is the best suit to Digital Platform to reach out the unknown
consumer for the required service?

Chart Title
Facebook Instgram Linkdin Twitter

13%

40%

23%

25%

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Interpretation- It shows the facebook is the most common used media for
the user’s

Q- 9 . How much Digital marketing plays role in communication to the past

and present profile to engaged more with functioning of activates?

Chart Title
VERY MUCH GOOD Not much still on nothing

24%

6% 55%

15%

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CHAPTER-4CONCLUSION AND
RECOMMANDATION

Conclusion

From the Interpretation of the relevant data gather from outside in the
perceptive and regarding of the role digital marketing in the field of
communication.

The question was asked in the questionnaire were totally related towards just
get the idea and data generated information to present the role of digital
marketing. Digital marketing as everyone knows is very important in
connection with the communicating the target people to get them but we
want and they desire to.

As in this case the college of the company Divine Realbuild Pvt. Ltd try to
engage the student for enroll into their college it was highly important for
them to get connected with the students through the media of social media
like Facebook, Google, LinkedIn and many more which are popular in the
market.

As the data has been shown with different types of the charts like bar and
many more. These figures helps lot to easily trace or to come on the point to
whether really and importance of the digital marketing is it or not.

From the data it is clear that the facebook and Google are most used
platform by the user and also it is easy for the organization to get connected
with them. Showing the functioning of the administration and all over

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achievements of the it. You tube and Instagram can be very useful as
information provided through the data and also interpreted.

As users donate some of his time to digital platform irrespective of factors it

also can be conclude that in today’s time of technology not every but almost
99% students use it. And 60-70% only use to communicate with some
official work whether it can be college, any site or any form filling. And the
other with totally stand this statement that they get the same information or
notice from the same platform.

Main conclusion- so with data analysis properly it can be said with the
proper stats that yes, Digital marketing plays very high role with
communication the user’s .Irrespective their type of industry and medium.

Existence in the platform is next to necessary if they want user’s always

connected with it. Or increase their market and brand name in the
competitive market

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Recommandations

After working in the digital marketing field in Divine Realbuild Pvt. Ltd for
the college. And observing this, I have come up with the following
recommendation.

1. More Investment On Digital marketing: In order for the College to

more growth, they needs to put in more money in this sector so that agency
ideas are not hampered due to budget restriction.

2. Mobile user friendly Website Interface: They needs to improve their

website for the mobile users, so that who those are mostly use their
smartphones than desktops or laptop.

3. Digital presence on all platforms- In today’s world, it is true that an

effective Facebook page is very important to create a digital presence. But
Facebook is not the only platform out there. Website content, you tube
channels, Twitter are many more too.

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BIBLOGRAPHY

1. https://en.wikipedia.org/wiki/Digital_marketing

2. www.divine.org.in/contactus.html

3. Digital MARKETING By Joshi

4. ttps://www.scribd.com/doc/33224566/BBA-summer-training-project-report.

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 APPENDICS

1. Where do you do your magic and run digital ad campaigns?

o Facebook

o Instagram

o Google

o LinkedIn

o Twitter

o Other

2. Which platform do you use to launch/run digital ad campaigns?

o Facebook Ads Manager

o Twitter Ads Manager

o LinkedIn Ads Manager

3. How frequently do you run digital ads on a monthly basis?

o 1-5 campaigns per month

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 o 6- 10 campaigns per month

o 11-12 campaigns per month

4. What will you think is the primary goal of digital marketing in communication with the
individuals?

o Lead generation

o Brand Awareness

o Product Purchase

o Web Traffic

o Hiring Employees

o customer Resource

5. What digital methods were most effective for any organization?

o Website comment

o Social media

o Email Marketing

o Search Engine Optimization

o Paid Advertising

o Link Building

o Other

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6. Which social media is the easiest to attract the customer or to easily communicate with them
Active or effective?

o Facebook

o Twitter

o LinkedIn

o Instagram

o Snap chat

o Pint rest

o You tube

o Google

7. How the digital marketing strategies more effective while to interact the target audience?

o Increase Budget

o Better planning

o Increase Employment Resources

o Training for knowledge Improvement

o Other

o No changes

8. Which is the best suit to Digital Platform to reach out the unknown consumer for the required
service?

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 o Facebook

o Instagram

o LinkedIn

o Twitter

9. How much Digital marketing plays role in communication to the past and present profile to
engaged more with functioning of activities?

o Very much

o Good

o Not Much but still impact

o Nothing

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