DISSERTATION PRESENTATION

ON THE TOPIC

Presented By
Arif Bashir
18MBA0059
 WHAT IS DIGITAL
MARKETING?
 Digital Marketing is the marketing of products or services over the Internet or
any kind of digital media.

 This includes video channels, Internet Radio, mobile phones, display or

banner ads, digital outdoors, and any other form of digital media.

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INTERNET USER BY THE
COUNTRY

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 SOCIAL MEDIA MARKETING
 Social media is very popular right now and it’s only getting more
popular

 You can tap into that popularity by using social media to sell your
products

 Just make sure you don’t SPAM people. In fact, you shouldn’t use any
social media to directly sell anything

 Just use social media to direct people to other sites where you can then
hit them with a sales pitch

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IMPACT OF DIGITAL
MARKETING ON REVENUE
GENRATION
 Digital marketing is a new trend in marketing, unlike traditional

marketing most of companies not use their own marketing channels for
digital marketing mostly it can be outsourced to third parties like digital
marketing agencies like odigma consultancy ltd. Companies like
odigma generating revenue using digital marketing it has great impact
on revenue model of these companies.

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CONTD…
 Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and

marketers who hire them. At the high end, for global enterprises, are the
agency holding companies with hundreds of full-service digital agencies
around the world.
 The Benefits of working with a digital agency

Agencies owned by large media or holding companies can provide the

following benefits:
1. Diversity of capabilities from co-owned media properties.
2. Built-in sister agency relationships and priority referrals.
3. In-network efficiencies.

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CONTD…
 Digital agency fee structures.

Agency free structures vary widely, even within client accounts. It is not
uncommon for a client to compensate their agency using different fee
structures for different types of media campaigns. For example, a

common agency fee model for paid media work is percentage of spend .

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METHODS OF CHARGING
CLIENTS
 Project based clients:

Often used for smaller agencies, smaller brands and typically for
agencies that do one specific part of the mix, e.g. A digital agency. But
even a large agency would have some clients on this basis. 
 Retained agencies:

Sometimes there is a fee based on a percentage of media spend, but this

is largely dying. Sometimes it's a project team, where you buy a certain
number of people, a certain percentage of their time, for a quarter or
year.
This could come down to sales results, brand value, satisfaction levels,
or other criteria, and often a mixture of them.

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MARKET SIZE AND GROWTH
2017-2018
 SEO – 850 Crores.
 Display advertising - 662 Total Estimated Online Ad Spend (FY
Crores. 2012-2013) INR 2,260 Crores

 Mobile Phones and Tablets-230 7%

13% 3%
Crores. 38%

 Social Media – 300 Crores

 Email – 68 Crores. 10%

 Video Advertising –150 Crores.

29%

SEO Display Mobile and Tablet

Social Media Email Video

Source: IMRB International 9

 EXAMPLE
2104 Lok Sabha Election
 The 2014 lok sabha campaign had a huge presence on social networking
sites. Narendra Modi, a Bhartiya Janata Party for Indian Prime Minister,
used Twitter, Facebook, YouTube and Television to differentiate his
campaign. His social networking site profile pages were constantly being
updated and interacting with followers.
 
Transformer: Age of Extinction
 In 1980 the average cost of marketing a studio movie in the US was $4.3
million ($12.4 million in today’s dollars). Today for the big budget summer
blockbuster like Transformer: Age of Extinction, the marketing spend on
print and advertising is close to $100 million for North America alone. It can
cost up to $200 million to market a film like that in all global territories.
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SWOT ANALYSIS
 Strength
 Large market reach or penetration.
 Direct contact with audience (almost like face-to-face)
 Cost-effective in the sense most of the platforms are free.
 Somewhat more measurable than other traditional channels.
 Weakness
 Ever-changing environment
 Effort vs. results.
 Making up for mistakes.

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CONTD…
 Opportunities
 Reach out to certain groups that traditional media didn’t allow you to.
 Developing a following/ audience that auto-nurtures itself.

 Threats
 Espionage
 Your mistakes are noticed and the consumer WILL expose you. Get
ready for prompt action.

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OBJECTIVE OF INTERNSHIP
 To study how marketers effectively use digital media to promote their
business.
 To analyze the effective communication strategy through social networking
sites.
 To study the effectiveness of brand communication through social
networking sites from its users and communicators.

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MAJOR FINDINGS
 A significant 92% of marketers indicate that social media is important
for their business.
 34% of marketers think that their Facebook efforts are effective.
 A significant 58% of marketers stated that original written content is the
single most important form of content, followed by original visual
assets (19%).
 The majority of marketers (58%) are using social media for 6 hours or
more each week, and more than a third (34%) invest 11 or more hours
weekly.

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SUGGESTION
 Pop-ups and Banner ads create psychological pain in user mind.
 Advertising must be interactive, promotional and in innovative form to
hold the audience.
 It should target the individuals than the mass.
 Adding more multimedia elements to have more interactive factors in
pages.

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CONCLUSION
 Social Media not only provides information about a product or service
but also promotes creative innovation.
 Young adults spend lots of time in these networking sites due to heavy
commercial content, entertainment and social gathering.
 So, product or service communicators throng their ads in these areas
with more and more interactive and with fascinating factors so that their
brand identity is developed among the right choice of focused audience

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THANK
YOU
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