SUMMER TRAINING REPORT

ON
IMPACT OF DIGITAL
MARKETING ON CONSUMERS
INTERNSHIP AT “IPU BUZZ”
Submitted in partial fulfillment of the requirement for the award of
Bachelor of Business Administration (General)
2019-2022
Submitted by
Aman Prasad: 00114901719
BBA (General) 3rd Year 1st Shift

MAHARAJA SURAJMAL INSTITUTE

Affiliated To Guru Gobind
Singh Indraprastha University (GGSIPU)
Recognized By UGC U/S 2(f) NAAC Accredited ‘A’ Grade
C-4, Janakpuri, New Delhi - 110058
CERTIFICATE
ACKNOWLEDGEMENT
I have put a lot of effort into this project. However, it would not have been possible without
the kind support and help of many individuals and organizations. I would like to extend my
sincere thanks to all of them.
I would like to take the opportunity to thank and express my deep sense of gratitude to my
faculty mentor Prof. Rachita Rana. I am greatly indebted that she provided her valuable
guidance at all stages of the study, her advice, constructive suggestion, positive and supportive
attitude, and continuous encouragement, without which it would have not been possible to
complete the project.
I would also like to thank Mr. Abhishek Tiwari (Co-Founder), for providing me with this
opportunity to work with the esteemed organization IPU BUZZ and I would also like to thank
Mrs. Harshita (Human Resource Manager) for guiding me throughout the course of this project.
I owe my wholehearted thanks and appreciation to the entire team of IPU BUZZ for their
cooperation and assistance during the course of the summer training project.
I would like to express my gratitude towards my parents & members of MAHARAJA
SURAJMAL INSTITUTE for their kind co-operation and encouragement which helped me in
completion of this project.
I hope that I can build upon the experience and knowledge that I have gained and make valuable
contributions toward the industry in the coming future.
Aman Prasad
 CONTENTS
S No Topic Page No.
1 Title Page -

2 Certificate (s) -

3 Acknowledgements -

4 Chapter-1: 07
● 1.1. Introduction to the topic
● 1.2. Review of literature
● 1.3. Objectives
● 1.4 Methodology

5 Chapter-2: Profile of the Firm/Company 17

6 Chapter-3: Analysis and Interpretation 19

7 Chapter-4: Conclusion 44

8 References/Bibliography 47
 CHAPTER-1
INTRODUCTION
Chapter 1.1.1-Introduction

Digital media marketing is the use of social media platforms to connect with your audience to
build your brand, increase sales, and drive website traffic. This involves publishing great
content on your social media profiles, listening to and engaging your followers, analysing your
results, and running social media advertisements.

The major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest,
YouTube, and Snapchat.

Digital media marketing first started with publishing. Businesses were sharing their content on
social media to generate traffic to their websites and, hopefully, sales. But social media has
matured far beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For example, a business
that is concerned about what people are saying about its brand would monitor social media
conversations and response to relevant mentions (social media listening and engagement). A
business that wants to understand how it’s performing on social media would analyze its reach,
engagement, and sales on social media with an analytics tool (social media analytics). A
business that wants to reach a specific set of audience at scale would run highly targeted social
media ads (social media advertising).

1.1.2 Evolution of Digital Media Marketing

In a world where over 170 million people use social media on a regular basis, every working
professional is expected to be familiar with at least the core tenets of digital marketing. In
simple terms, Digital Marketing is the promotion of products over the internet or any form of
electronic media. According to the Digital Marketing Institute, "Digital Marketing is the use of
digital channels to promote or market products and services to targeted consumers and
businesses."

People are consuming digital content daily. Very soon, traditional marketing platforms will
disappear, and the digital market will completely take over. Unlike traditional marketing,
digital marketing is more affordable.
The term Digital Marketing was first used in the 1990s. The digital age took off with the coming
of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed
users to find the information they wanted but did not allow them to share this information over
the web. Up until then, marketers worldwide were still unsure of the digital platform. They
were not sure if their strategies would work since the internet had not yet seen widespread
deployment.

In 1993, the first clickable banner went live, after which Hotwired purchased a few banner ads
for their advertising. This marked the beginning of the transition to the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace.
The very same year, Yahoo was launched.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought
to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller
search engines were either left behind or wiped out leaving more space for the giants in the
business. The digital marketing world saw its first steep surge in 2006 when search engine
traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left
behind, Microsoft put MSN on the backburner and launched Live Search to compete with
Google and Yahoo.

Then came Web 2.0, where people became more active participants rather than remain passive
users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super
information highway’ began to be applied to the internet. As a result, information flow volumes
–including channels utilized by digital marketers- increased manifold, and by 2004, internet
advertising and marketing in the US alone brought in around $2.9 billion.

Soon, social networking sites began to emerge. Myspace was the first social networking site to
arrive, soon followed by Facebook. Many companies realized all these fresh new sites that were
popping up were beginning to open new doors of opportunities to market their products and
brands. It opened fresh avenues for business and signalled the beginning of a new chapter to
business. With new resources, they needed new approaches to promote their brands &
capitalize on the social networking platform.
The cookie was another important milestone in the digital marketing industry. Advertisers had
begun to look for other ways to capitalize on the fledgling technology. One such technique was
to track common browsing habits and usage patterns of frequent users of the internet so as to
tailor promotions and marketing collateral to their tastes. The first cookie was designed to
record user-habits. The use of the cookie has changed over the years, and cookies today are
coded to offer marketers a variety of ways to collect literal user data.

Products marketed digitally are always now available to customers. Statistics collected by the
Marketing tech blog for 2014 show that posting on social media is the top online activity in the
US. The average American spends 37 minutes a day on social media. 99% of digital marketers
use Facebook to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of
B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more
likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence
on Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter,
and Facebook.

1.1.3Types of Digital Media Marketing

1.) Content Marketing

● Consumers are hungry for information about how to solve their problems or fulfill
their desires.
● This method involves offering your audience answers to its questions by publishing
useful content.
● It may be done in blogs, social media, emails, or other channels. There are even
specifics formats for mobile devices, like apps and push notifications.
● Content Marketing is oriented by a funnel, that also influences the type of content
to be used.
● At the top of the funnel, for example, the content has to be more general, like
complete guides. At the bottom, more specific content is necessary, such as
testimonials and demonstrations
2.) Search Engine Optimization (SEO)
● SEO or search engine optimization allows your content to rank in the top positions
of search engines. Thereby, your website will be found by who is actively searching
for what you offer.
 ● To apply SEO, you need to know the keywords that the audience you want to reach
is searching. Then, you must develop your content around these term
3.) Paid Advertising
● The paid ads made for search engines appear on top of the SERP, before the organic
results. They always come with an “Ad” favicon, to wan the user,
● This type of Digital Marketing may have different payment models. The most common
are:
● PPC pay-per-click: is the most used model of payment for media on the web and it may
be used in almost all digital marketing strategies. As the name suggests, you buy clicks
on your ad, generally, through a bid in a keyword auction;
● CPM or Cost-per-Mile: impressions are another common model. It is more
advantageous when you are working with a short tail keyword. Usually, the PPC model
is a way to pay just for what is used.
4.) Email Marketing
● In an Inbound Marketing strategy, email is an important part of success. If you automate
the process, you will be able to lead your customer through the marketing funnel.
● A way to accomplish that is to keep your subscribers updated with useful and relevant
content.
● Promoting products and services is also an effective strategy, as long as you respect the
audience’s privacy and don’t send spams
5.) Instant Messaging Market
● The use of instant message apps is increasing. Besides WhatsApp, almost all social
media platforms have their direct messages, and it is a fantastic opportunity for
marketing strategies.
● When your clients need support, they can get in touch with these channels to obtain a
quick answer, which is very positive to your brand and the relationship between it and
your customers
6.) Affiliate Marketing
● In Affiliate Marketing, content producers are commissioned for each conversion they
get for a product or service. In fact, these content producers work like a sales team to
your business.
● They create their own relevant and original content and mention or commend your
service/product using a link. If their audience clicks to buy, you pay them for each sale.
7.) Virtual Reality Marketing
● The impact of this type of communication in people is almost unforgettable, this way,
it may highlight your brand from the others in the same market segment.
● It brings the ability to give your public an immersive experience with the brand,
product, or service.

1.1.4 Advantages of digital marketing

1.) Accurately measuring all results

● With digital marketing, one can measure everything worth measuring.
● One is able to determine how many people saw their ad, how many sales resulted from
the ad, and ultimately, their return on investment (ROI). Data analytics software (such
as Google Analytics) and social networks or ad platforms (such as Facebook Ads and
Google Ads) metrics make this monitoring or measurement possible.

2.) Targeting the right audience

● Digital marketing platforms allows one to target a specific audience with the help of
online tools which help to track an individual’s online activity and demographic
information. The digital marketeers can then use this data to offer specific products or
services that the individual might be interested in
● For instance, once a visitor clicks on a brand’s display ad, whether on social media or
through a search engine, the brand can target that visitor with subsequent and related
ads. If the content a visitor receives is based on their interests and online behaviors, it
creates positive reinforcement and makes shopping easier and more satisfying.

3.) Brand Development

● Content marketing studies show that digitally active brands usually end up having the
most credibility. Through its content, a company can address customers’ doubts, clarify
important concepts, and show that it understands what drives its market.
4.) Generating a consistent sale funnel
● Creating the “sales funnel” is ultimately the main purpose of marketing. A sales funnel
is basically a system for generating consistent leads and sales from traffic. In other
 words, turning traffic into brand enthusiasts. A sales funnel’s job is to separate the
“window shoppers” from the real buyers. It can also help improve the customer
journey,
5.) Optimizing and obtaining better conversion rates
● Most online advertising platforms include some level of reporting, which one can use
to refine their ad targeting, copy, and design.
● Digital advertising makes it easy since every interaction is tracked. One will instantly
know how many people are viewing their ad and what actions they take.

1.1.5) SOCIAL MEDIA STATISTICS THAT PROVE THE

IMPORTANCE OF DIGITAL MEDIA MARKETING FOR A BUSINESS

● 55 % of the consumers learn about new brands on social media websites

● 72% of the companies used digital media data to take well informed business decisions
● 43% of the of consumers increased their digital media use just in the last year
● 91% of the firms will increase their digital media budget in the next 3 years
● 68% of the consumers feel that digital media helps them to interact with brands and
companies in a better manner
● 80% of the business executives feel and want to invest more additional resources in
digital media marketing
 REVIEW OF
LITERATURE
1.2 Review of Literature

(I). In a study by Dr Uma Sharma and Prof K.S Thakur ofJiwajiUniversity, Gwalior.
They conducted research on “Digital Marketing and its Impact on Consumers Purchase”
Digital marketing involves the development of business strategies that leverage new
technologies to increase costs and grow the industry internationally in a broad and competitive
environment. Rapid advances in technology, digital marketing, social media advertising, and
the use of web browser marketing are also increasing. Digital marketing is used by advertisers
to promote their products and services in the market. Digital marketing plays an important role
in expanding sales of goods and services.
With the Research conducted, they found the following observations
● In digital marketing, recognizing customer behavior is crucial to commercial
performance because customers have adopted the usage of the Internet and online
socializing technologies
● It has been observed that there is a connection among monthly income & goods they
buy. Monthly People's Income plays an significant role in the purchasing of various
products across the Internet
● It has also been noted that there is a substantial gap in the degree of consumer service
with the online buying of products.
 ● A business will achieve even better with digital media because it knows and implements
what the customer wants

(II). AL-Mizeed and Abdel Fattah of Al-Huson university college

Researched on the topic of “The effect of digital marketing on purchasing decisions “
The main objective of this research was to analyze the influence of digital marketing on
purchasing decisions. The research was guided by specific aims; to evaluate numerous digital
marketing platforms that can affect the purchasing decisions and identify product categories
purchased by customers on digital media platforms
This study's results demonstrated that digital marketing, such as social media marketing and
mobile marketing, has a profound impact on consumer purchasing decisions.
The results of this study suggest that firms should adopt strategies to leverage the digital world
and technology, increase brand awareness through digital platforms to continue competing in
today's commercial environment.
(III).Dr S.A. Shamsudeen Ibrahim of Dr Zakir Hussain College and P. Ganeshbabu
ofSenthamarai college of Arts and Science
Researched on the topic of “Impact of Social media marketing trends on digital marketing “
Growing popularity of social media compelled the marketers to think about this media along
with traditional functional areas of marketing. Social media is based primarily on the internet
or cellular phone-based applications and tools to share information among people. The number
of social media user’s is more than the population of some of the countries today.
The study has shown that in the case of digital marketing the most important aspect is to
connect with the users. The ladder of engagement has shown the approaches to attach to the
customers. The study has also revealed that to utilize digital marketing effectively, the
companies are required to design an effective platform

(IV). Dr Soney Matthews and Cynthia Ohajioun of University of Kebangsaan

Conducted research on the topic of “Advertising on social media the benefits to brands”. The
adoption of social media for advertising by companies worldwide is on the rise. Many
corporations today have official Facebook pages, Twitter accounts as well as corporate blogs.
All these are signs that social media has become a vital part of consumers‟ daily lives as
well as the day-to-day operations of corporate organisations.
This study proposes that there is significant scope for advertisers to embrace the concept of
digital media marketing in the way of developing strategy which can potentially have powerful
impact within this rapidly changing consumer environment. This research presented a
conceptual underpinning of the different tools that businesses may use in their advertising
aspect to boost their service and quality for their customers. Furthermore, this review reveals
advantages and issues related to each type of social media. This research can conclude that
there are tools that corporations can use to distribute their advertising massages and create
awareness for their customers.

1.3 Objectives
● Analyzing consumer preference on content consumption from a sample population
● Evaluating the impact of digital media marketing on consumers
● Analyzing how relevant are the digital media advertisements for consumers
● Determining the most important component of digital media marketing
● Evaluating the role of digital media marketing in the success of a corporation
● Suggesting improvements and changes to the organization

1.4. Methodology
● Research methodology is the specific procedures or techniques used to identify, select,
process, and analyze information about a topic. In methodology, researchers use
various techniques to arrive at a solution of the given problem. In this report, We shall
understand the importance of digital marketing. Alongside this, the data is taken from
A general group of consumers who were selected to study their digital media marketing
preferences as well to better understand the impact of it. The data shall be analyzed
and interpreted to form the results

1.4.1 Data Collection and its methods

Data collection is a process of collecting information from all the relevant sources to find
answers to the research problem, test the hypothesis and evaluate the outcomes. Data collection
methods can be divided into two categories: secondary methods of data collection and primary
methods of data collection.
Primary data

Primary Data is the data which is originally collected by an investigator or agency for the first
time for specific purpose. The source from which the primary data is collected is called the
primary source. Such data is original in character as it is collected for the first time. It is first-
hand information. Primary Data once collected and published becomes Secondary Data. There
are many methods to collect primary data and the main methods include:

● Questionnaires
● Interviews
● Focus group interviews
● Observation

Secondary data

The data which is not directly collected but rather obtained from the published or unpublished
sources is known as Secondary Data. It is also known as Second Hand Data. These are not
original data since the enumerators or investigators themselves do not collect these data. They
simply make use of the data collected by the others. Common sources of secondary data
include:

● Census
● Large surveys
● Internet
● Journals
● Books
● News papers
● Organizational records

Thus, the data for the study is collected through primary sources (questionnaire) and
also through secondary data as well. The research is descriptive in nature. The study was
conducted among 60 respondents. The data has been collected in the form of
questionnaires from these 60 respondents.
1.4.1 Limitations of Research Methodologies used
1. The opinions provided in the recommendation and conclusion part may be biased.
2. The quantitative data is but a sample of the population. So, the results may prove to be
inaccurate.
3. Existing lockdown in the whole country at the time of internship was the major
limitation in completing the project.
 CHAPTER – 2 PROFILE
OF THE ORGANISATION
ORGANISATION PROFILE

IPU BUZZ. is a branding, consulting, and digital media marketing company, founded in 2018.

The company aims to facilitate clients by aiding them in establishing brand presence across
digital platforms i.e., Facebook, Instagram, LinkedIn, etc.

It aims at closely studying and analysing the brand with its respective clients and suggest and
provide top-notch solutions which can take the brand to the next level.
It analyses the client’s brands with them, understands what they have done in the past, analyses
where the brand is placed and suggests solutions and come up with various digital campaigns
which can take the brand to the next level.
The agency commits only what they can deliver and work as an extended team for their
respective clients as well.
IPU BUZZ. is a creative team that is experienced in helping brands increase their return on
investments and ideas that will change the brand standing in the market.
 CHAPTER – 3
ANALYSIS AND
INTERPRETATION OF DATA
Q1.) WHAT SOCIAL MEDIA PLATFORM DO YOU USE THE MOST

S.NO. TYPE OF CHOICE PERCENTAGE

1 FACEBOOK 5%

2 INSTAGRAM 75%

3 TWITTER 3.3%

4 LINKEDIN 8.3%

5 SNAPCHAT 3.3%

6 OTHERS 5.1%
Interpretations

● From the above pie chart, it is clearly evident that Instagram is the most used social media
platform, followed by Linkedin. Other social media platforms like Twitter, Facebook,
Snapchat, etc., are clearly used relatively less as compared to Instagram and Linkedin.

● Instagram, as a social media platform, possesses a heavily active user base on a daily
basis. Although it joined the game a bit later than some of the other popular social
networks (Instagram launched on October 6, 2010 while Facebook started in 2004,
Twitter in 2006), Instagram certainly has made a name for itself in the industry.

● Now one of the most popular social media platforms available, the photo-sharing app has
come a long way from its humble beginnings.

● Instagram is primarily accessed via a mobile device, so users can take a quick glance at
their Instagram feed anytime they want from almost anywhere.
Q2.) AT WHAT TIMES ARE YOU MOST ACTIVE ON SOCIAL
MEDIA?

S. NO. TYPE OF CHOICE PERCENTAGE

1 BEFORE 5 AM 3.6 %

2 5 AM - 9 AM 5.6 %

3 9 AM - 12 PM 3.7 %

4 1 PM - 3 PM 5.6 %

5 3 PM – 5 PM 1.9%

6 5 PM – 9 PM 25.9%

7 9 PM – 12 AM 53.7 %
Interpretations

● From the above pie chart, it is quite evident that the 9 PM – 12 AM is the most active
time slot for 53.7% of the respondents on social media. This is followed by the 5 PM –
9 PM slot, wherein 25.9% of the respondents are active on their preferred social media
platforms.

● Instagram is primarily accessed via a mobile device, so users can take a quick glance at
their Instagram feed anytime they want from almost anywhere.
Q3. HOW OFTEN DO YOU END UP MAKING A PURCHASE WHEN
YOU COME ACROSS AN ADVERTISEMENT ON SOCIAL MEDIA?

S. NO. TYPE OF CHOICE PERCENTAGE

1 ALWAYS 1.7 %

2 OFTEN 16.7 %

3 RARELY 55 %

4 NEVER 26.7 %
Interpretations

● From the above pie chart, it is clear that that a major percentage of the respondents, i.e.
55% of the respondents RARELY ends up making a purchase when they come across an
advertisement over social media platforms.

● This is followed by 26.7% of the respondents that NEVER ends up making a purchase
when they come across an advertisement over social media platforms.

● This is further followed by 16.7% of the respondents that OFTEN ends up making a
purchase when they come across an advertisement over social media platforms.

● Whereas just 1.7% of the respondents ALWAYS ends up making a purchase when they
come across an advertisement over social media platforms.
Q4. HOW RELEVANT ARE THE ADVERTISEMENTS TO YOU?

S. NO. TYPE OF CHOICE PERCENTAGE

1 EXTREMELY 20%
RELEVANT
2 MODERATELY 65%
RELEVANT
3 NOT RELEVANT 15%
Interpretations

● From the above pie chart, it is clear that a major percentage of the respondents, i.e. 65%
of the respondents find the advertisements displayed on social media Moderately
Relevant.

● 20% of the respondents find the social media advertisements to be Extremely Relevant.

● Whereas only 15% of the respondents finds the advertisements to be Irrelevant.

● The base of social media shoppers across the globe is gradually, yet steadily increasing.
Q5. WHICH, AMONG THE FOLLOWING PHRASES DO YOU
STRONGLY AGREE WITH?

S. NO. TYPE OF CHOICE PERCENTAGE

1 DIGITAL MEDIA MARKETING 11.7 %

CREATES A LASTING IMPACT
ON ITS AUDIENCE
2 DIGITAL MEDIA MARKETING 30%
TENDS TO BECOME
REPETETITIVE
3 DIGITAL MEDIA MARKETING 16.7%
SHOULD BE COMPLETELY
PRIORTISED BY THE
COMPANY
4 DIGITAL MEDIA MARKETING 41.7 %
INVOLVES GREATER
CUSTOMER ENGAGEMENT

Interpretations
● 30% of the respondents believes that “Digital media marketing tends to become
repetitive”.

● 41.7% of the respondents believes that “Digital media marketing involves greater
customer engagement”.

● 11.7% of the respondents believes that “Digital media marketing creates a lasting impact
on its audience”.

● 16.7% of the respondents believes that “Digital media marketing should be completely
prioritized by the company”
Q6. DO YOU THINK SOCIAL MEDIA MARKETING
CAN HELP IN THE SUCCESS OF A COMPANY?

S. NO. TYPE OF CHOICE PERCENTAGE

1 YES 88.3%

2 NO 5%

3 CANNOT SAY 6.7%

 Interpretations

● 88.3% of the respondents readily agrees that social media marketing can definitely help in
the success of the company.

● Whereas, only 6.7% of the respondents is not sure whether social media marketing can be
helpful in the success of the company or not.

● On the other hand, just 5% of the respondents feels that social media marketing is not
helpful in the success of the company.

● Social Media marketing is important to increase website traffic, achieve conversion goals,
user engagements and business leads, brand awareness, business growth and community
building goals faster.

● It’s super easy to achieve marketing goals on because billion people are using these
platforms right now.

Q7. WHAT DO YOU THINK IS THE MOST IMPORTANT

COMPONENT OF DIGITAL MARKETING?

S. NO. TYPE OF CHOICE PERCENTAGE

1 CONTENT 8.3%

2 SOCIALMEDIA 16.7 %
STRATEGY
3 EMAIL 0%
COMMUNICATION
4 SEO / WEBDESIGN 8.3%

5 ALL OF THEM ARE 66.7%

IMPORTANT
Interpretations

● 8.3% of the respondents feels that content is the most important component of digital
marketing

● 16.7% of the respondents feels that social media strategy is the most important component
of digital marketing

● Nobody feels that email communication is the most important component of digital
marketing

● 8.3% of the respondents feels that SEO & Web Design is the most important component
of digital marketing

● 66.7 of the respondents feels that all of the things mentioned are equally important
component of digital marketing
 Q8. IS PAID ADVERTISING ON SOCIAL MEDIA WORTH IT?

S. NO. TYPE OF CHOICE PERCENTAGE

1 YES 63.3%

2 NO 5%

3 CAN’T SAY 31.7%

Interpretations
● 63.3% of the respondents feel that paid advertisements on social media is worth it

● 5% of the respondents feel that paid advertisements on social media is not worth it

● However 31.7% of the respondents cannot decided whether the paid advertisements on
social media is worth it or not
Q9. HOW DO YOU COME ACROSS ANY WEBSITE?

S. NO. TYPE OF CHOICE PERCENTAGE

1 RECEIVE AN EMAIL 5%
ABOUT IT
2 SEARCHING ABOUT 51.7 %
SOMETHING
3 SOMEONE 25 %
SUGGESTED IT
4 SIMPLY STUMBLE 18.3%
UPON IT

Interpretations
● 5% of the respondents receive an email about the website after which they get to know
About it

● 51.7% of the respondents were searching about something before they got to know
about a website

● 25% of the respondents got to know about a website after someone suggested or
promoted to them about it
● 18.3% of the respondents got to know about a website simply by stumbling upon the
website
Q10.) How long do you usually stay on a web page?

S.NO. TYPE OF CHOICE PERCENTAGE

1 10-15 MINS 26.7%
2 15-30 MINS 5%
3 30-60 MINS 0%
4 MORE THAN AN 0%
HOUR
5 DEPENDS ON WHAT 68.3%
I AM DOING ON IT

Interpretations
● 26.7% of the respondents typically stayed for an average of 10-15 mins on a webpage

● 5% of the respondents typically stayed for an average of 15-30 mins on a webpage

● None of the respondents stayed typically for an average of 30-60 mins on a webpage
● Also none of the respondents generally stayed for more than an hour on a webpage

● However 68.7% of the respondents felt that it depended on what they are doing at that
time
Q11. DIGITAL MEDIA MARKETING – SENSATIONAL OR
DELUSIONAL?

S.NO. TYPE OF CHOICE PERCENTAGE

1 SENSATIONAL 88.3%
2 DELUSIONAL 11.7%

Interpretations

● 88.3% of the respondents feelthat the digital media marketing is sensational.

● However 11.7% of the respondents feel that the digital media marketing is delusional

● Social media is now becoming a driving force behind the digital marketing at many
companies and is, hence, Sensational in the digital marketing playground
FINDINGS
1. Instagram is the most used platform among the respondents.
2. Majority of the respondents are active on their preferred social media platform between
9 PM and 12 AM.
3. Most of the respondents feel that digital media marketing can help in the success of a
company.
4. Majority of the respondents feel that there is not just 1 important component of digital
marketing and there are many aspects to it .
5. Majority of the respondents feel that the advertisements that appear on social media are
moderately relevant.

6. Majority of the respondents rarely end up making a purchase when they come across an
advertisement over social media platforms.

7. Majority of the respondents find social media marketing repetitive yet involves greater
customer engagement.
8. Majority of the respondents strongly believe that social media marketing can prove to
be quite helpful in the success of the company.
9. Majority of the respondents strongly agree that social media marketing is sensational.
10. Majority of the respondents don’t have a time limit on the time spent on a website and
it is generally more dependent on what they are doing at that time
 CHAPTER 4
RECOMMENDATIONS&
CONCLUSLIONS
RECOMMENDATIONS:

IPU BUZZ should implement the following recommendations to stay up to date and upbeat in
the dynamic era and environment of social media marketing:
1.) MAKING A CONTENT CALENDAR
With any business strategy, careful and deliberate planning are crucial to success. When
creating or tweaking its marketing strategy, the company must make a content calendar. Having
a set schedule will help determine when content should be posted and what the content will
consist of. They can post their content daily, post weekly or monthly. The frequency depends
on the goals of the company and what makes the most sense for its business operations.

2.) MINING SOCIAL MEDIA DATA AND STATISTICS

The company must begin collecting and mining social media data to gain more insights into
prospects and to see how well the content that they create and post is performing. There are
various social media analytics tools that can assist in this process. For instance, gaining post
insights from posts on Instagram is super easy and flexible. They should also make an excel
sheet and keep updating their follower growth so that they can make changes in their strategy,
content if needed.
3.) FOCUS ON CUSTOMER ENGAGEMENT
The company must note when and how often the customers connect with them and their
messages, and then create a strategy that revolves around those key engagement times. Social
media can majorly help to generate engagement around the brand, create a community, and
serve as a customer support channel for customers.
CONCLUSIONS:

● Instagram is clearly the most used platform among the respondents. The user-base of
Instagram as a social media platform is exponentially increasing at a speedier rate on
a daily basis. Instagram has 1 billion monthly active users. This makes Instagram the
third most popular social media network, following only Facebook

● Identifying and understanding the most active user time slots on social media is
extremely crucial these days. The concept of ‘best time to post on social media’ is
relevant and vital. To provide a personalized experience to its brand’s followers, the
company needs to post according to its audience’s social media usage behavior.

● Majority of the respondents feel that the advertisements that appear on social media
are moderately relevant. People moderately indulge in any purchase activity if they
come across advertisements on social media.

● Majority of the respondents strongly agree that digital media marketing is sensational.
Social media is now becoming a driving force behind the digital marketing at many
companies and is, hence, definitely Sensational in the digital marketing playground
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