SUMMER INTERNSHIP PROJECT

ON

“Analysis of Digital Marketing Techniques used by Teachnook Group”

Submitted In the Partial Fulfilment Requirements for The Award of The Degree
Of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

To

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI

Submitted By:
GUIDE:
Ms Pooja Madaan
(Assistant Professor)

(Jagannath International Management School)

Batch (2019-2022)

STUDENT DECLARATION

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I hereby declare that the project titled “Digital Marketing” prepared under the guidance of
Ms. Pooja Madaan Ma’am submitteMsnder the partial fulfilment of the requirement for the
award of the degree of Bachelor of Business Administration from Jagannath International
Management School, Vasant Kunj affiliated to Guru Gobind Singh Indraprastha University is
my original work and has not formed the basis for the award of any degree to the best of my
knowledge.

(Signature)
Name: Mikhil Pasricha
Enrollment No.: 01421401719
Class: 5A (E)

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 CERTIFICATE BY THE GUIDE

This is to certify that the project titled “Analysis of DigitaMarketingting Techniques used by
Teachnook Group” is the original work of Mikhail Pasricha, 5th semester, and has duly
completed the project under my guidance and supervision up to my satisfactory level. This
work has been done under the partial fulfilment of the requirement for the award of the
degree of Bachelor of Business Administration from Jagannath International Management
School, GGISPU, and has not been submitted to any other University for the award of any
degree.

Submitted to:
Ms Pooja Madaan
(Faculty Guide)

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 INDEX

S NO. Topic Page No.

1. Certificate 5

2. Acknowledgement 6

3. Chapter 1: Introduction 7-34

● Objectives of the study
● Review of Literature
● Research Methodology
● Limitations of the study

4. Chapter 2: Profile of the Organization 35-40

5. Chapter 3: Analysis and Interpretation of Data 40-53

6. Chapter 4: Conclusions and Recommendations 54-59

7. References/Bibliography 60-61

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INTERSHIP COMPLETION CERTIFICATE

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 ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to my project guide Ms Pooja Madaan
Ma’am for her guidance and supervision. Her methodology to go about the project really
helped me a lot. I would also like to extend profound thanks to all those who have indirectly
contributed to making of the project in some way or the other.

Sincere thanks to my parents for all their love, care, and support and for making me study at
such great educational institutions.

Thank you!

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 CHAPTER – 1

1.1 INTRODUCTION

1.1.1 DIGITAL MARKETING

Today’s era of the Internet has opened a gate to a vast variety of opportunities for businesses.
Using social networks, one cannot only share a private picture of one’s birthday but also earn
customers for one’s business and reach them conveniently. The speed and ease with which
digital media transmits information and help boost a business are amazing.

Digital Marketing is the term used for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach viewers, turn them into customers,
and retain them.

At a high level, digital marketing refers to advertising delivered through digital channels such
as search engines, websites, social media, email, and mobile apps. Using these online media
channels, digital marketing is the method by which companies endorse goods, services, and
brands. Consumers heavily rely on digital means to research products. For example, Think
with Google marketing insights found that 48% of consumers start their inquiries on search
engines, while 33% look to brand websites and 26% search within mobile applications.

While modern-day digital marketing is an enormous system of channels to which marketers

simply must onboard their brands, advertising online is much more complex than the
channels alone. To achieve the true potential of digital marketing, marketers have to dig deep
into today’s vast and intricate cross-channel world to discover strategies that make an impact
through engagement marketing. Engagement marketing is the method of forming meaningful

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interactions with potential and returning customers based on the data you collect over time.
By engaging customers in a digital landscape, you build brand awareness, set yourself as an
industry thought leader, and place your business at the forefront when the customer is ready
to buy.

1.1.2 Digital Marketing in India

Before we begin, it is crucial to get to know the stats and figures when it comes to electronic
devices through which digital content is being published.

● At present there are around 481 million internet users in India, which is

around 35% of the population in India.

● Internet users are expected to reach 829 million by 2021 in India, which is
roughly 59% of the Indian population will use the internet.

● Digital India, an initiative by the government of India is providing numerous

benefits for Indians with National Optical Fiber Network (NOFN) being one
such. One of the main focuses of this initiative is to make India digitalized, as
most of the government-related matters Rs to be communicated through the h
inter their bye by increasing the reach and smooth operations.

● Broadband subscribers are 412.6 million in number as of May 2018.

● The number of telephone subscribers in India increased from 1,179.83 million

at the end of Feb-18 to 1,206.22 million at the end of Mar-18, thereby
showing a monthly growth rate of 2.24%

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 ●

1.1.3 ABOUT COVID-19

Digital marketing is more in demand than ever, especially in times of COVID-19 when
everyone is shifting online. The outbreak has been a catalyst for change in consumer
behaviour as well as marketing strategies.  Consumers and businesses alike are turning to the
internet as countries are keeping people at home to minimize the spread of the virus.

The internet is now being used at a rate never experienced before and it’s believed that
COVID-19 is accelerating the digital transformation of businesses rapidly. According to
Forbes, 70% of companies now either have a digital transformation strategy in place or are
working on one.  
It is also found that tech-enabled businesses are more resilient than those that are not. That is
because digitized businesses can respond swiftly to unexpected changes in customer
behaviour.

Companies with digital solutions can easily answer customers’ queries online, rearrange
budget spending or switch their ads’ targeted audience. Growth strategies can also continue
as these companies can refocus investments from offline to online, rather than stop investing
totally.

Amidst this period of uncertainty, only one thing is clear. Digital marketing is likely to be a
critical part of any company’s business strategy in the future. It is also evident that digital
marketing is crucial for any company to remain adaptable to any market situation. The firms
that cannot adapt digitally are likely to be left behind.

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India recorded a staggering 120 million regular online shoppers in 2018, and with a CAGR of
28 per cent, online shoppers are expected to reach over 200 million by 2025.
But while the COVID-19 situation has turned out to be an unmitigated disaster for many
businesses, hundreds of others have taken the consequences in their stride. Industries were
already establishing their presence online before the pandemic hit.
Now, with a nearly 100 per cent increase in online sales in India, businesses and
entrepreneurs realize that the shift might be more formidable and long-term than they ever
thought.

1.1.4 Digital Marketing Techniques

There are around 7 broadly classified techniques of digital marketing.

1. Search Engine Optimization (SEO) – Getting traffic and visibility through

unpaid methods.

2. Search Engine Marketing (SEM) – Getting traffic and visibility through

paid methods.

* Search Marketing – You drive traffic or increase your visibility through

paid (SEM) and unpaid (SEO) methods.

3. Pay-Per-Click Advertising – You pay for the advertising platforms when

someone clicks on your Advert.

4. Content Marketing – You develop high-quality unique content and promote

it to reach the targeted audience as per the goal your business has set.

Video Marketing is a part of content marketing.

YouTube is one of the most famous video marketing channels.

5. Social Media Marketing – Way to promote your business product/services

through different social media platforms.

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6. Email Marketing – Create attractive email campaigns that can reach directly
to the target audience inboxes to nurture your customers.

7. Affiliate Marketing – You promote other business products/services through

the above-mentioned methods to get some % of commission for each sale.

Increased communication for organizations fosters brand awareness and often,

improved customer service. Additionally, social media serves as a relatively
inexpensive platform for organizations to implement marketing campaigns.

The traditional techniques of marketing using print and electronic media along
with Internet marketing and lead generation were used to drive traffic to a
business and its website. As search engine algorithms evolve, website owners
have to stay on their toes to make sure their website is constantly updated with
relevant and current information to prevent being devalued in search results.
Today, social media like Facebook pages, Twitter accounts, and YouTube
channels are being seen as sites to mark their presence.

Before you launch a new product or service, you would like to have some
ideas about what people think about it. By engaging with prospects and
customers via social media, one can ask the fans and followers what colours
they prefer or what types of features they want. Thus, one can involve
consumers in valuable free market research, by asking for their opinions and
can help establish credibility by showing that their opinions matter. After
seeing their ideas becoming regality ty, the business has more than likely just
increased thitsustomer base.

Businesses are changing marketing strategies based on information they find

in social media feeds from their competitors. Keeping an eye on competitors,
their strengths and weaknesses can determine their marketing efforts. This
gathered information helps to implement things that might be needed to
improve such as social media campaigns, contests, giveaways, or types of
content the followers may be responding to the most.

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 1.2 OBJECTIVES

The main objectives for undertaking this project are:

➢ Examine what digital marketing techniques are used most during Covid -19.
➢ To help us understand the Impact of Digital Marketing During the Covid-19
Pandemic on the Ed Tech Industry in India.

1.3 LITERATURE REVIEW

A literature review is a comprehensive summary of previous research on a topic. The

literature review surveys scholarly articles, books, and other sources relevant to a particular
area of research. The review should enumerate, describe, summarize, objectively evaluate,
and clarify this previous research.  It should give a theoretical base for the research and help
you (the author) determine the nature of your research.  The literature review acknowledges
the work of previous researchers, and in so doing, assures the reader that your work has been
well conceived.  It is assumed that by mentioning a previous work in the field of study, the
author has read, evaluated, and assimilated that work into the work at hand.

1.3.1 Importance of a Good Literature Review

A literature review may consist of simply a summary of key sources, but in the social
sciences, a literature review usually has an organizational pattern and combines both
summary and synthesis, often within specific conceptual categories. A summary is a recap of
the important information of the source, but a synthesis is a re-organization, or a reshuffling,
of that information in a way that informs how you are planning to investigate a research
problem. The analytical features of a literature review might:

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Give a new interpretation of old material or combine new with old interpretations, Trace the
intellectual progression of the field, including major debates, depending on the situation,
evaluate the sources and advise the reader on the most pertinent or relevant research, or
Usually in the conclusion of a literature review, identify where gaps exist in how a problem
has been researched to date.

The purpose of a literature review is to:

● Place each work in the context of its contribution to understanding the research
problem being studied.
● Describe the relationship of each work to the others under consideration.
● Identify new ways to interpret prior research.
● Reveal any gaps that exist in the literature.
● Resolve conflicts amongst seemingly contradictory previous studies.
● Identify areas of prior scholarship to prevent duplication of effort.
● Point the way in fulfilling a need for additional research.
● Locate your own research within the context of existing literature [very important].

1.3.2 RESEARCH PAPERS

A study on the Impact of Digital Marketing Strategies the on-Education Sector with
reference to Nagpur, India by Gonane, Vijaya Pawaand r, and Manpreet Kaur (2021):
The research paper aims to study the impact of digital marketing and its influence on
education industry as a target group. EdThe education has taken as a sample for the research
work.  The current era of the digital world had a great transformation in the marketing &
sales field. Traditional marketing strategies are overtaken. Digital marketing is endorsing the
goods and services in the marketplace. As per the global statistical survey, almost 4.66
billion people were active internet users as of October 2020, encompassing 59 per cent of the
global population. By 2022 there will be 820.99 million number of internets users in India is

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forecasted. Mobile has now become so user-friendly for internet access worldwide as mobile
internet users account for 91 per cent of total internet users. Young students and working
professionals are spending maximum time on the internet in the pandemic situation also the
number of users is increasing day by day.

Digital Marketing Techniques on their Way to Becoming Social Engineering

Techniques in Marketing by Prof. Dr. habil. Jan Lies (2019):This research examines how
the digital marketing techniques has evolved ; marketing techniques are described as social
engineering techniques. Digital marketing based on big data is more than just a multitude of
digital marketing tools. Real-time marketing with its emphasis on reaction speed and digital
marketing processes – from search to purchase – can be implemented automatically along the
customer life cycle. Marketing intelligence has long since led to a paradigm shift in
marketing, with the digital techniques shifting to the social engineering techniques – even
for companies that are not actively involved in big data initiatives

Utilization of Digital Marketing for MSME Players as Value Creation for Customers
during the COVID-19 Pandemic by Azhar Affandi, Finny Redjeki (2021): This research
focused on how digital marketing can be utilized for MSME Players as Value Creation for
Customers during the COVID-19 Pandemic . The goal of this study is to introduce the
deployment of small and medium-sized enterprises in the MSME sector during the COVID-
19 pandemic. This review takes a qualitative approach, using a literature review, to examine
and solve research content issues. The results of the research show that digital marketing is
very helpful for MSME players because with the various benefits that digital marketing has,
it can increase the sales turnover of MSME players. However, digital marketing has not been
widely applied to the MSME sector in Indonesia due to several factors, including not yet
technological literacy, inadequate supporting facilities to Indonesia's geographic conditions
which become obstacles.

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Digital marketing strategies for firms in post covid era digital marketing by Neeraj
Pandey (2021): This research examines the digital marketing strategies for firms in post
covid era digital marketing . The study analyzed the digital marketing initiatives taken by 5
organizations during the covid - 19 pandemic . It was followed by semi-structured interviews
of employees of these organizations . The underlying was idea to understand the digital
marketing initiatives taken by these organizations to cope with the pandemic situation
regarding reaching out to the employees , channel partner and customers.

IMPACT OF COVID-19 ON DIGITAL MARKETING IN INDIA: OPPORTUNITY

AND CHALLENGES by Rohit Kumar (2021): Organizations should take care the
customers and try to support them with the help of innovative ideas and try to use digital
platform for serving the customers for safety and maintaining the social distancing and also
understand the behavior of the customer and try to satisfy the need accordingly and sustain in
business world and use online deliveries with safety and maintain hygienic environment.
Organizations should take care the employees and support them. Use social media for
collecting the information of the customer for maintaining the social distancing.

Impact and Challenges of Digital Marketing during Covid-19 Pandemic by Reem

Zaheer Khan (2020): This study tells us about the impact and challenges in Covid times
faced by Digital Marketers. Digital marketing has several features and characteristics which
is used for different purposes. Technologies are to facilitate the human by responding to the
query and performing particular tasks. Digital marketing contains a variety of digital tools for
branding and marketers to apply to business strategy. Even during the pandemic lockdown,
people have shifted to digital platforms to make such activities normal.

Developing a Framework to Study the Impact of Covid -19 on Social Media Marketing
by Rashmi Aggarwal , Tanvi Verma , Rishu Chhabra (2021): This study tells us about

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how COVID-19 has affected our educational sector adversely, which resulted in the closure
of all academic institutions.

By April 06, 2020, almost in 170 countries academic institutions were closed and more than
13% of the students globally had to either face disruptions or they had to end up with their
studies during this COVID 19. There is a global impact in almost every region What we are
seeing globally is impact on every region and noticeable impact was seen on upper and lower
middle-income countries (Bassett, 2020). 

Impact of covid on Education Sector by Raghu Nataraj (2021): The author aims to
identify changes in  primary and higher education sectors, posing an uncertainty among the
system and other concerned fraternities. Citing the potential disruption of learning activities,
the UNESCO recommended the use of distance learning programs and open educational
platforms that schools and teachers can use to reach learners remotely and limit the
disruption of education

Digital marketing tools adopted by manufacturer Ratnasingam, Jegatheswaran;

Jegathesan, Natkuncaran; Ab Latib, Hazirah; Ioras, Florin; Mariapan, Manohar; Liat,
Lim Choon (2021): This study was conducted to evaluate the extent to which digital
marketing tools were adopted by furniture manufacturer. The effectiveness of digital
marketing tools was assessed as an alternative furniture marketing medium by means of a
questionnaire distributed to various furniture suppliers. Larger manufacturers had the
financial means to make greater investments into digital marketing to utilize it compared to
the small and medium-sized enterprises (SMEs). Digital marketing by website, email, and
social media were the most common mediums used by furniture manufacturers. As for social
media applications, Facebook, Twitter, and Instagram were the common platforms used by
furniture manufacturers.

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Impact of COVID-19 on search in an organisation by Simon Burnett , Fionnuala
Cousins , Paul .H (2021): The goal of this paper is to understand the impact of Covid-19 on
Search In an Organization .  A surge of unique users and COVID-19 search queries in March
2020 may equate to ‘peak uncertainty and activity’, demonstrating the importance of
corporate search engines in times of crisis. Search volumes dropped 24% after lockdowns; an
‘L-shaped’ recovery may be a surrogate for business activity. COVID-19 search queries
transitioned from awareness, to impact, strategy, response and ways of working that may
influence future search design .

Implementing social media marketing strategically: an empirical assessment by

Anders(2019) –“Social media marketing (SMM) refers to techniques that target social
networks and applications to spread brand awareness or promote particular products. Social
media marketing is perceived as a more targeted type of advertising and is therefore believed
to be very effective in creating brand awareness”. Using primary data, the study
operationalizes the social media implementation construct and tests its effect on firm
performance isolated into social media performance and marketing performance.

Emerging trend in digital marketing Turunen, Laura (2021):This research shows us an

emerging trend in digital marketing, where the tech savvy customers expect personalized
customer experience in their dealings with companies and brands, challenges companies to
adopt a data-driven marketing approach. Personalization as a part of their digital marketing
activities requires robust customer data, a marketing automation system and content that is
valuable for customers. One of these activities is personalized email marketing, which is a
powerful tool in the digital marketer’s toolbox.

Factors Factors Influencing Student Engagement in Online Learning during the

COVID – 19 pandemic period in India Pradeep Kumar Deka (2021): The purpose of this

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paper is to highlight the Factors Influencing Student Engagement in Online Learning during
the COVID – 19 pandemic period in India.

This study is part of such an effort to identify the factor that might influence the effectiveness
of online education. An effort is made to ensure that students who experience online learning
for the first time are assessed. The study conducted with a sample of 290 undergraduate and
postgraduate students revealed that student’s engagement in online learning is influenced by
factors like student characteristics, instructor characteristics, learning environment, course
design, course content and administrative support. Instructor characteristics were also
observed to be one of the most important factors influencing student engagement. During the
study, some parameters related to e-learning were studied to better understand the factors that
influence student engagement.

Education sector into a digital learning hub by Jovita; Dhuri, Keshav Ramesh , Lobo
(2021): The outbreak of Corona virus has completely transformed the education sector into a
digital learning hub. Possessing adequate digital literacy skills and embracing web-based
techniques were the only means to ensure continuity in the process of teaching and learning.
Living in this digital era it is very important that the library professionals have adequate
digital literacy skills to serve the user community efficiently

Education sector in India post covid era by Ameer P.A , Vineeth K(2021): To put in on
record, online higher education in India could see a growth of 25-35 percent year on year in
the years ahead owing to a thrust from changes in regulations. However, India still has a long
way to go as discussed owing to the huge urban-rural divide and lack of government budget
to build the education infrastructure

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 1.4 RESEARCH METHODOLOGY

1.4.1 Research Methodology

Research methodology is considered as the nerve of the project. Without proper well-
organized research, it is impossible to completed the project and reach to any conclusion.

Journals/Periodicals and Magazine/Newspaper), Published Electronic sources (E-journals,

General Websites and Web blogs), Unpublished Personal Records (Diaries and Letters),
Government Records (Census data/ Population Statistics/Health Records), Public Sector
Records and Private Sector Records.

1.4.2 Research Design

Research Design is a framework or blueprint for conducting the marketing research project
where it specifies the details of the procedures necessary for obtaining the information
needed to structure and/or solve marketing research problems.

Exploratory Research Design: Exploratory research is research conducted for a problem

that has not been studied more clearly, intended to establish priorities, develop operational
definitions and improve the final research design. Exploratory research often relies on
techniques such as:

● Secondary research - such as reviewing available literature and/or data informal

qualitative approaches, such as discussions with consumers, employees, management
or competitors.

● Formal qualitative research- through in-depth interviews, focus groups, projective

methods, case studies or pilot studies.

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 1.4.3 Data Collection
The task of data collection begins after a research problem has been identified and the
research design has been chalked out. While deciding the method of data collection to be
used for the study, the researcher should keep in mind two types of data

a. Primary data

b. Secondary data

➢Primary Data:

The survey method is used to collect the primary data in this research as it is the Analytical
research to find out the shortcomings and area of improvements according to the skill
required for recruitment team. The data that is collected first hand by someone specifically
for the purpose of facilitating the study is known as primary data. So, in this research the data
is collected from respondents through QUESTIONNAIRE.

➢ Secondary Data:

Secondary data consist of published material, or any other reference material which can be
useful in the particular project. There are many sources of secondary data such as, Research
paper, internet. In our survey, we have collected information from:

Secondary source of data:

⮚ Internet
⮚ Newspaper and Magazines

I have used Secondary Data for my study .

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 1.4.4 Sampling
⮚ SAMPLING TECHNIQUE: Non-Probability Convenience Sampling
Convenience sampling is a type of nonprobability sampling in which people are sampled
simply because they are "convenient" sources of data for researchers. In probability
sampling, each element in the population has a known nonzero chance of being selected
through the use of a random selection procedure.

⮚ SAMPLE SIZE:

Sample size refers to the number of items to be selected from universe to constitute a
sample. The sample size should be optimum as it should fulfil the objective of the
research. We have conducted a survey of 50 people to know the impact of Social Media
Marketing on their buying behaviour during Covid-19.

⮚ SAMPLE AREA:

The sample area refers to the universe to be studied under our research project. The area
denotes the place or the region to be studied and taken into research consideration. Thus,
the sample area chosen for this research project is New Delhi.

The research design that I have used for my Summer Internship Project on the topic
“Analysis of Digital marketing Techniques used by Teachnook Group” Descriptive
Research Design.
The required information has been explored by referring to journals, newspaper articles,
research reports, dissertations, research papers, websites, online journals and articles and
various social media platforms.

Instruments used for undertaking the study

● Blogs: A platform for casual dialogue and discussions on a specific topic or opinion.

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● Facebook: The world’s largest social network, users create a personal profile, add
other users as friends, and exchange messages, including status updates. Brands
create pages and Facebook users can like” brands’ pages.

● Twitter: A social networking/micro-blogging platform that allows groups and

individuals to stay connected through the exchange of short status messages (140-
character limit)

● YouTube &Vimeo: Video hosting and watching websites.

● Flickr: An image and video hosting website and online community. Photos can be
shared on Facebook and Twitter and other social networking sites

● Instagram: A free photo and video sharing app that allows users to apply digital
filters, frames and special effects to their photos and then share them on a variety of
social networking sites.

● LinkedIn Groups: A place where groups of professionals with similar areas of

interest can share and participate in a conversation happening in their fields.

● Pinterest: It a social curation website for sharing and categorizing images found
online. Pinterest requires brief descriptions but the main focus of the site is visual.
Clicking on an image will take you to the original source, if you click on a picture of
a pair of shoes, you might be taken to a site where you can purchase them.

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 1.5 LIMITATIONS OF THE STUDY

• The main limitation of the study was online mode, due to coronavirus pandemic
situation we were not able to do physical research for this project so we had to opt for
online method.
● It was difficult for the senior management to give much time personally since most of
them were busy with their hectic work schedules.
• Due to confidentially, all the data couldn’t be used for the purpose of this study.

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 CHAPTER – 2
PROFILE OF THE ORGANISATION

TEACHNOOK GROUP

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VISION AND MISSION OF TEACHNOOK GROUP

We are a comprehensive e-learning programme with a carefully curated curriculum

which help students develop skills right from scratch and in advancing their career
through guidance from industry experts who are passionate about that field and discover
skills that are in demand. Our aim is to provide students with an ace up their sleeves in
today’s cut-throat world with flexible ,virtual courses designed to explore various
domains ,and fostering personal as well as professional skills through engaging in
different group activities.

Founder

Kajal Dave
Co-Founder & CBO at Teachnook. Driven by perseverance and determination, experienced with
leadership roles and a true believer of great skills are achieved through solving problems,having
people management skill.experience in product building. @Teachnook we're trying to solve for
the educational incompetencies in the conventional education practices and mentorship.

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CHAPTER – 3

Analysis and
Interpretation of
Data

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During my internship period in Teachnook Group , I worked under the Digital Marketing
department for 8 weeks . Majorly the Digital Marketing Technique used was the Social
Media Marketing . During the course of these 8 weeks, I gathered a lot of knowledge about
how Social Media Marketing really works.

This chapter encompasses the statistical analysis which comprises of the Descriptive analysis
and the Inferential Analysis of the data collected through various Social Media handles of
the Teachnook Group which gives us the overview and insights of the page views , reach and
engagement .

IMPORTANT TERMS USED IN THIS ANALYSIS :-

Engagement :- Engagement rate is a quantitative measure of how users interact with the
content on your profile. Engagement rates are typically calculated by dividing an account's
likes and comments by follower count .

Impressions :- Impressions measure how many times a post was displayed, no matter if it was
clicked or not.

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Reach :- Reach can be measure as the number of unique people who actually see your
content.

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Findings :
1. Teachnook Healthcare Facebook page needs more attention and Social Media
marketing as there is only 159-page reach and 8 page views in 45 days , On
the Other hand Social Media marketing of Teachnook Academy Facebook
page was Effective .

2. In LinkedIn , Teachnook Academy page needs more attention and Social

Media marketing as Engagement rate is 2.92% which is below average and
the Social Media marketing of Teachnook Healthcare page was Effective as
Engagement rate is 14.29% which is above average .

3. We can see from the above situation that more followers don’t always mean
high engagement rate so , we should post content which can do more
interactions with the audience .

4. Ultimately, tracking these metrics over time will help your brand develop a
foolproof content and influencer marketing strategy. Understanding what
kind of content moves your target audience to engage is key to campaign
success! That’s why it’s of paramount importance you have a platform that
keeps track of your data and allows you to report what’s most relevant.

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 CHAPTER – 4

Conclusion and
Recommendations

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Recommendations :

● Studies are needed to explore whether certain marketing segments are more
influenced by social media marketing. In other words, it would also be useful to
conduct studies of the moderating effects of various demographics (e.g., education,
income, age, etc.) on social media behavioral changes with respect to the consumer
decision-making processes.
● This is the perfect time to invest time and resource in popular social media sites such
as Instagram, Facebook and Twitter. Owing to the relatively small amount of
investment, it is not a high-risk investment as the usage of social media will come to a
minimum only gradually
● Some social media platforms may produce negative feelings for certain consumers, it
would be enlightening to research the relationships between a given social media
platform and positive/ negative consumer behaviors, such as increased shopping
searches, increased purchases, and consumers’ post-purchase satisfaction.

Conclusion :

We experienced a radical change in India towards the digitalization. The consumer is

looking and searching more on internet to find the best deal form the sellers around India as
compared to traditional or conventional methods.

More people perceive shopping services on social networking sites as useful and easy to use,
the more likely they are willing to shop for items on social networks. The wide range
of consumers utilizing social networks means that most target markets can be reached .

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More shoppers are using social media (e.g., Twitter, Facebook, Myspace , and LinkedIn)
and rely on them for marketing shopping decisions; promotion through these media has
become important.

In this study, we acknowledged that businesses can really benefit from Digital marketing
such as search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, e-commerce marketing, campaign
marketing, and social media marketing, social media optimization, e-mail direct marketing,
display advertising, e–books, optical disks and games and are becoming more and more
common in our advancing technology. Large companies are regarding social media sites as
strategic tools and some businesses are even hiring employees to oversee their social media
pages. Social media should be regarded as an integral part of an organization's integrated
marketing strategy and should not be taken lightly.

It is demonstrated that we all are connected through WhatsApp and Facebook and the
increases use of social media is creating new opportunities for digital marketers to attract the
customers through digital platform. Awareness of consumer's motives is important because it
provides a deeper understanding of what influences users to create content about a brand or
store.

Digital marketing is cost effective and having a great commercial impact on the business.
Indeed, small companies are now able to reach targeted markets at a minimized cost and are
able to compete with bigger companies, on an equal footing

The scale, scope and power of digital transformation as evidenced by phenomena such as

connectivity, platforms, algorithmic power, and big data is vigorous. The strong

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interconnectedness and interdependence between technologies and markets are key features
of this transformation.  

In only a few months, the pandemic upended the daily lives of people around the
world. Public education was among the sectors most affected as pedagogy went digital. For
millions of school children, education became based on digital platforms
and digital communication. Examples of early comments, referring to the demand side,
about this disruption of an already started and ongoing digital transformation were: “the
coronavirus pandemic is reshaping education”, “real change takes place in deep crisis”, “you
will not stop the momentum (in the digital transformation of education) that will build from
the crisis”. There were also early comments about the effects on the supply side, such
as “expansion of the emerging EdTech market” and “entry of new suppliers”. 

Social media marketing enables to build relations with customers and prospects through
regular, low-cost personalized communication, reflecting the move away from mass
marketing. Marketing products through social media costs less than marketing them through
a physical retail outlet.

Social media marketing enables to personalize offers to customers by building a profile of

their purchasing history and preferences. Most entrepreneurs use social media marketing to
build communities around their businesses. These communities are then used as owned
media to spark conversations, spread awareness, increase following, reward fans and on the
whole have a better relationship with their online audience. These active and loyal
communities fit right into company’s online/offline marketing and communication
campaigns. Facebook is still the most used social network in India and advertisers love it.

It gives them accesses to segment, reach and advertise to over 96,000,000 active Facebook
users. Pinterest, Twitter, LinkedIn and Google Plus are a few fast-growing social platforms
brands have an eye on. As these networks grow brands are more likely to use these emerging
platforms to connect, advertise and nurture social relationships.

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