ANALYSIS OF DIGITAL MARKETING

IMPACT
FOR

SUMMER TRAINING PROJECT REPORT

SUBMITTED TOWARDS PARTIAL
FULLFILMENT
OF
MASTER OF BUSINESS ADMINISTRATION
(Affiliated To APJ ABDUL KALAM TECHNICAL University,
LUCKNOW)
Academic Session
[2017-2019]

SUBMITTED TO: SUBMITTED

BY:
MR. ASHISH AWASTHI DANISH
(ASSISTANT PROFESSOR) AZFAR MBA-
IMS ENGINEERING COLLEGE III SEM
1714370011

IMS ENGINEERING COLLEGE, GHAZIABAD

NH-24, Adhyatmik Nagar, Ghaziabad (U.P)
I
 T O W H O M IT M A Y C O N C E R N

This letter is to certify that Mr. Danish Azfar has successfully

completed his Digital & Content Marketinginternshipprogramof
one monthwith EntranceZone E - Media Software Solutions Pvt.
Ltd. His internship tenure is from 27th June 2018 to 27th July
2018. He is working with the Content Writing Department and
actively & diligently involved in the projects and tasks assigned to
him.

During the span, we found him punctual and hardworking person.

His learning powers are good and he picks up swiftly. His feedback
and evaluation proved that he learned keenly. Moreover, his
interpersonal and communication skills are brilliant.

We wish her a bright future.

Sincerely,

www.EntranceZone.com

Reference no. 28/07/intz06

II

CreatorsGurukul,DLFPhase2MainRoad, @ EntranceZone

Gurgaon
 CERTIFICATION OF APPROVAL

IMS Engineering College, Ghaziabad – Delhi NCR

A NAAC ACCREDITED INSTITUTION

(Approved by AICTE & Affiliated to Dr. A.P.J Abdul Kalam Technical

University, Lucknow)

This is to certify that Ms./Mr…………………….. Roll No. ………………….. is a bonafide

student of MBA 3rd semester during session 2018-19. The summer training project report entitled
“…………………………………………………………………………..” has been prepared by
him/her in partial fulfillment for the award of degree of Master of Business Administration of Dr.
A.P.J. Abdul Kalam Technical University, Lucknow (formerly UPTU Lucknow).

Mr./Ms. Dr. Monica Verma

(Faculty In charge) Head-MBA

3
 STUDENT DECLARATION

I, DANISH AZFAR, hereby declare that the project entitled “ANALYSIS OF

DIGITAL MARKETING IMPACT FOR ENTRANCEZONE.COM.” has been
personally done by me under the guidance of “MR. ASHISH
AWASTHI”(ASSISTANT PROFESSOR)- in partial fulfillment of Post graduation
Program- during academic year-2017- 19. All the data represented in this project is true
& correct to the best of my knowledge & belief. This work has not been submitted for
any other degree diploma exam elsewhere.

SIGNATURE OF THE STUDENT:

STUDENT NAME: DANISH AZFAR.

ROLL NO: 1714370011

4
 ACKNOWLEDGEMENT

A Project usually falls short of its expectation unless guided by the right person at the right
time. Success of a project is an outcome of sincere efforts, channeled in the right direction,
efficient supervision and the most valuable professional guidance.
This project would not have been completed without the direct and indirect help and
guidance of such luminaries. They provide me with the necessary recourses and atmosphere
conductive for healthy learning and training.

At the outset I would like to take this opportunity to gratefully acknowledge the very kind and
patient guidance I have received from my project guide.
Without his critical evaluation and suggestion at every stage of the project, this report
could not have reached its present form. In addition, my internal guide MR. ASHISH
AWASTHI has critically evaluated my each step in developing this project report.

I would like to extend my gratitude towards MR. ASHISH AWASTHI for his
technical and moral support required for the realization of this project report.

Lastly, I would like to thank all the members of ENTRANCEZONE.COM and my

colleagues who gave me fruitful information to finish my project

III
 PREFACE

Summer Training is business organization in fuse among student a sense of critical analysis of the
real managerial situation to which they are exposed. This gins them an opportunity to apply their
conceptual theoretical & imaginative skills in a real life situations and to evaluate the results thereof.

ENTRANCEZONE.COM is very renowned examination portal. While my one month project, I was
at ENTRANCEZONE.COM to find potential of digital strategy on the presence of other examination
portal.

Practical training through experts of ENTRANCEZONE.COM gave me actual input to fulfill my

real aim.

This report is the written account of what I learnt experienced during my training. I wish those going
through it will not only find it real but also get useful information.

1
 EXECUTIVE SUMMARY

This Summer Training project report is based on online information providing sector as this is
growing at a very fast pace.
This project titled on “Analysis of Digital Marketing Impact for ENTRANCEZONE.COM” is being
conducted to identify the digital impact and areas of improvement and study is conducted all across
delhi/ncr.
I worked in ENTRANCEZONE.COM as “Digital & Content marketing Intern” for the period of 1
month.

Title of the Project-

“Analysis of Digital Marketing Impact for ENTRANCEZONE.COM”

Different objective behind conducting this project-

o Analyze the digital marketing impact of ENTRANCEZONE.COM
o How the digital strategy of ENTRANCEZONE.COM is different from its competitors.
o Recommendations to improve the strategy.

2
 TABLE OF CONTENTS

S.NO TOPIC PAGE NO

A Certificate from the company

B Certificate from the college I

C Student Declaration II

D Acknowledgements III
E Preface IV

F Executive summary V

1 Introduction of the topic 1-28

2 Industry profile 29-36

3 Company profile 37-44

4 Literature review 45-46

5 Scope of the study 47

6 Objective of the study 48

7 Research methodology 49-52

8 Data analysis and Data presentation 53-77

9 Findings 78

10 Conclusion 79

11 Recomendation 80

12 Limitation 81

13 Bibliography 82

14 Annexure 83-86

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INTRODUCTION

4
 INTRODUCTION OF THE TOPIC

The project was carried out for understanding the digital strategy of ENTRANCEZONE.COM and
how company using the digital space to promote the business and to gather new customers. People
are diverting their time to digital space so it is the strategy of the company that how they make their
business plan in orders to gain more customers.

This research helps us in finding out the company unique strategy for Digital space and how it is
better in order to its competitors.
The project was carried out in with an objective of knowing the impact of various methods of
digital marketing on the performance of the organization in terms of customer service,
advertising, sales, product awareness etc.

The total sample size taken w a s one hundred (100), The research shows that the digital
strategy of the company is good or whether it is better form it’s competitor’s or not.

On the other hand, we are doing the comparative study to check how the digital strategy of the
company is better in comparison to its competitors and how company impacting the customers using
digital space.

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Advertising in business is a form of marketing communication used to encourage, persuade, or
manipulate an audience to take or continue to take some action. Most commonly, the desired
result is to drive consumer behaviour with respect to a commercial offering. Advertising is
defined by Richard F. Taflinger as “Advertising is the non-personal communication of
information usually paid for and usually persuasive in nature about products, services or ideas
by identified sponsors through the various media." [1]

Advertising is normally done by a third party known as advertising agency. An advertising

agency is a service based business dedicated to creating, planning, and handling advertising for
its clients. An ad agency is independent from the client and provides an outside point of view to
the effort of selling the client's products or services. An agency can also handle overall
marketing and branding strategies and sales promotions for its clients. [2]Types of ad agencies
are

 Full service agencies

 Creative agencies

 Specialized agencies

 In-house agencies

 Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness and
generate leads for their products but now the trend has changed and Digital media has taken its
place. Main reason for this change was

 Traditional methods are expensive. Compared to digital marketing channels, you

could end up spending thousands of dollars more.
 Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).

Digital marketing, on the other hand, refers to marketing methods that allow organizations to see
how a campaign is performing in real-time, such as what is being viewed, how often, how long,
as well as other statistics such as sales conversions.

6
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 was defined as “marketing that makes use of electronic devices
(computers) 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”. [3]

Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s
wrong. Digital marketing revolves around the Internet, 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 Definition. Digital marketing is a form of direct marketing which links
consumers with sellers electronically using interactive technologies like emails, websites, online
forums and newsgroups, interactive television, mobile communications etcetera (Kotler and
Armstrong, 2009).

Digital marketing (also known as data-driven marketing) is an umbrella term for the
marketing of products or services using digital technologies, mainly on the Internet, but also
including mobile phones, display advertising, and any other digital medium.

7
 Digital Marketing

SE SocialMedia PPC
O (Google
AdWords)

Face Search
Off
Book campaign
Page

On Linked Display campaign

Page In
0

Twitter Video campaign

Google Plus

8
 SEO
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine
results. SEO encompasses both the technical and creative elements required to improve rankings,
drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the
words on your page to the way other sites link to you on the web. Sometimes SEO is simply a
matter of making sure your site is structured in a way that search engines understand.

Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web
page in a web search engine's unpaid results—often referred to as "natural", "organic", or
"earned" results. In general, the earlier (or higher ranked on the search results page), and more
frequently a site appears in the search results list, the more visitors it will receive from the search
engine's users; these visitors can then be converted into customers. SEO may target different
kinds of search, including image search, video search, academic search, news search, and
industry-specific vertical search engines. SEO differs from local search engine optimization in
that the latter is focused on optimizing a business' online presence so that its web pages will be
displayed by search engines when a user enters a local search for its products or services. The
former instead is more focused on national searches.

As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content,
HTML, and associated coding to both increase its relevance to specific keywords and to remove
barriers to the indexing activities of search engines. Promoting a site to increase the number of
back links, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed
desktop search. Google is developing and pushing mobile search as the future in all of its
products. In response, many brands are beginning to take a different approach to their internet
strategies.

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Activity of Search Engine Optimization Can be divide in two parts.

1. Off Page SEO Activity

2. On Page SEO Activity

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 Off Page SEO Activity
Off-Page SEO refers to all the things that you can do directly OFF your website to help you rank
higher, such as social networking, article submission, forum & blog marketing, etc.

1. Search Engine Submission

Search engines will eventually find your site online, but that can take a while. To speed
everything up, you should submit your website to the most popular search engines like
Google, Yahoo, Bing, etc.
2. Local Listings

Depending on your site’s niche, you might find that listing in local directories may be
useful. You may have a website promoting your local business, therefore instead of
going global and facing huge competition, listing your website locally, so that search
engines can easily view your website and fetch the content, will be much better. This will
help you to reach a targeted audience. Submit your website to sites like; Google Local,
Maps, Yahoo Local, Yellow Pages, etc.
3. Social Networking Sites

Social Networking is bigger than ever these days! Sometimes known as “Online
Reputation Management”, getting involved with social media sites is the fundamental
step with which you begin to advertise, market and build your online reputation within
your niche.
You need to sign up to the most popular social networking sites, such as; Facebook,
LinkedIn, Twitter, Google+, etc., and create yourself a profile of your own. This allows
you to extend your online network of contacts, to connect and interact with your friends,
to share things with each other, and most importantly promote your website/blog and
help build your online reputation.
4. Blogging

Blogging is one of the best ways to promote your website online! By writing a blog
for your website, you give a reason for visitors to keep returning to your site and keep up
to date with your latest posts. It also helps search engines to crawl your site more
frequently, as they have to update your latest blog post entries, which ultimately helps
you rank higher in search engine results pages (SERPs).You need to produce and include
lots of unique content for your blog, such as; Info graphics, Top Lists, How
11
 To…Tutorials, Viral Videos, etc. Try to remember to be clear and concise in what you
are trying to convey to your readers within your blog posts, don’t waffle.
To help you promote your blog, submit it to niche blog directories and blog search engines.

5. Article Submission

If you write your articles yourself, then you can submit them to popular article directory
sites like; Ezone, Go Articles, Now Public, etc. This can help drive traffic to your site,
whilst you can also gain some links to your site from other people (though it’s usually a
slower process).
6. Blog Marketing

Post comments on other blogs within the same niche as yours, which allow you to add a
link in the comments section. These links can then be crawled by search engines, helping
to point them towards your site. These blogs are commonly referred to as “Do-Follow”
Blogs (Just like ours, where you can comment below!).
7. Forum Marketing

Find forums online that are related to your sites niche and get involved within that
community. Reply to threads, answer people’s questions, offer advice, etc. This all helps
to build up your reputation as someone who is an expert within that niche. Try to use
“Do- Follow” Forums so that you can include a link to your site within your signature,
which helps search engines crawl your site.

8. Directory Submission

Many people may say that directory submission is dead! I believe that it isn’t as you are
increasing the likely hood of people seeing your website. It is purely based on how
effectively we are selecting those directories and how efficiently we are choosing the
category for submission. You could submit to general directories, but for maximum effect,
you are better off submitting to niche directories. Of course, I agree that it gives quite
delayed results, but it is worth doing it.

12
9. Social Bookmarking

Social Bookmarking is another great way of promoting your website. Submit your latest
blog posts and pages to the most popular bookmarking sites, like Stumble Upon, Digg,
Delicious, Reedit, etc. Search engines really like these types of sites because the content
on these sites is updated very frequently.

You should be very careful while doing this and you must properly handle the tags which
are very essential to broadcast your news on a wide area network. This may increase your
website traffic based on how effectively you have participated.
10. Link Baiting

Link baiting is another popular way of promoting your site. If you produce a really
popular unique post for your site, then other people may want to link to it. Perhaps you
have copied/published another website’s content on your site, don’t forget to place their
website link as a reference. Do it for others and, if your content is trustworthy, let others
do it for you. This is another way to increase your link popularity.

11. Photo Sharing

If you have used any of your own photos or images on your site, then you can share then
on many of the major photo sharing websites like Flickr, Picasa, Photo Bucket, etc. Other
people will be able to see them and comment on them, hopefully following a link to your
site.
12. Video Marketing

Just like photo sharing, if you have any videos that you have used on your site, then you
can submit them to sites like; YouTube, Vimeo, etc. allowing people to find your content
in other ways.
13. Business Reviews

Write reviews about others businesses or ask your friends/clients to write a review of your
business in major business review sites like Rate it All, Shvoong, Kaboodle, Style feeder,
etc.

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 On Page SEO Activity
On-Page SEO refers to all the things that you can do ON your website to help you rank higher, such as
page titles, internal linking, meta tags & descriptions, etc.

1. Google Analytics Setup

2. Webmaster Setup

3. Meta Title

4. Meta Description

5. Keyword usage & density

6. Headings tag H1, H2

7. Robot.txt

8. Sitemaps

9. SEO friendly URL

10. Image Alt. tag

11. Social Media Sharing button

12. URL canonicalization

13. Mobile friendly

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 Social Media
Social media marketing refers to the process of gaining traffic or attention through social media
sites.

Social media itself is a catch-all term for sites that may provide radically different social actions.
For instance, Twitter is a social site designed to let people share short messages or “updates” with
others. Facebook, in contrast is a full-blown social networking site that allows for sharing
updates, photos, joining events and a variety of other activities.

Social media often feeds into the discovery of new content such as news stories, and “discovery”
is a search activity. Social media can also help build links that in turn support into SEO efforts.
Many people also perform searches at social media sites to find social media content. Social
connections may also impact the relevancy of some search results, either within a social media
network or at a ‘mainstream’ search engine.

Posts on Social Media helps to acquire visitors on our web site for that we can post in various
way with different images and different message for different products. We can also create paid
advertisement campaign on social media. Here some media as below.

 Facebook

 LinkedIn

 Twitter

 Google Plus

 YouTube

 Instagram

 Pinterest

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 PPC (Google Advertisements)
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than
attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid
for ad placement in a search engine's sponsored links when someone searches on a keyword that
is related to their business offering. For example, if we bid on the keyword “PPC software,” our
ad might show up in the very top spot on the Google results page.

Google Advertisements

Google Advertisements is the single most popular PPC advertising system in the world. The
AdWords platform enables businesses to create ads that appear on Google’s search engine and
other Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each
click on their advertisements. Every time a search is initiated, Google digs into the pool of
AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its
search results page. The “winners” are chosen based on a combination of factors, including the
quality and relevance of their keywords and ad campaigns, as well as the size of their keyword
bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric
calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing
to spend) and Quality Score (a value that takes into account your click-through rate, relevance,
and landing page quality). This system allows winning advertisers to reach potential customers
at a cost that fits their budget. It’s essentially a kind of auction. The below info graphic illustrates
how this auction system works.

16
 Current Digital Marketing Activities

Current Off Page activity

There numerous activity out of them some are as follow

 Availability on Search engines

 Local listing

o Maps

o India Mart

o Exporter India

o Just dial

o potatopro

o Zaubacorp

 Availability on Social Networking sites

o Facebook

o LinkedIn

o Blogger

o Twitter

 Directory Submission

 Video Marketing

 Business Reviews

Current On Page activity

 Meta Title

 Meta description

 Meta keywords

 Social Media Sharing Button

17
  Mobile Friendly

 URL canonicalization

Current Activity on Social Media

There is no more paid or organic activity on social media once shared only link of
website on Facebook page and on page of other social media (LinkedIn, Google+,
and Twitter) just showing information of Manohar International Pvt. Ltd.

Current Activity of PPC (Google Advertisements)

There is no activity with PPC or Google

18
Digital Marketing

19
 Digital marketing is the promotion of your business, organization or brand using channels
such as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message.[17]
Internet marketing in particular plays a huge part in any digital marketing strategy and is
becoming the core of many organizations overall marketing strategies, particularly with
regard to social media and viral marketing.

Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social
media marketing are same but not same, be clear from beginning itself. Digital marketing
ecosystem consists of internet marketing and social media marketing. They are just a
channels for communication, digital ecosystem consist of integrating channels and integrating
services.

Search Engine

Search engine optimization (SEO) is the art of getting a website to work better with search
engines (like Google, Bing & Yahoo), and to look for achievable, profitable, ranking
opportunities through keyword research. It is a quest for increased visibility in search engines
via relevant copy, quality links, domain trust, social popularity and search engine
connectivity

Search engine marketing (SEM) is a broader term than SEO, and is used to encompass different
options available to use a search engine’s technology, including paid ads. SEM is often used to
describe acts associated with researching, submitting and positioning a website within search
engines. It includes things such as search engine optimization, paid listings and other search-
engine related services and functions that will increase exposure and traffic to your Web site.

Displays

Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. Normal banners, Rich media banner, Interstitials and pops are example of displays.
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Mobile Marketing

Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers
and buyers via mobile devices. Mobile ads, Mobile websites, Apps and Games are some of
examples for mobile marketing.

Social Media Marketing

Social Media refers to any software tool that enables and encourages engagement in
conversation or sharing. Popular forms of social media include Facebook, Twitter, LinkedIn,
YouTube, Pinterest, Google + and blogs. Now all days social media become platform for
marketer to make conversation with customers. Brands are now engaging customers through
social media.

Email Marketing

Email Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. Email Marketing is easy to use, low cost, and effective. Most
of the B2B business in present era in following email marketing, but in B2C also email
marketing is productive.

Video

Marketers are now use video to make customers aware of brands and to sharing the
experience of other customers. YouTube ads are too popular in video ads. In social media
platforms also brands are sharing video.

Analysis
Analytics is the practice of evaluating data, and the process by which a company arrives at a
most advantageous decision. Here marketer analysis the integrate channel to understand the
effectiveness of communication. Analysis may be based on numbers of visitor or like in
social media pages..Etc.

Content Management

After analysis the integrate channels marketer can able to understand the problems with
current contents. Later he can manage the content to increase the engagement rate, content
may be text in banners, images or websites.

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Advanced Targeting

Advanced targeting are techniques involving the sending of targeted messages to a specific
audience. It is used to increase the effectiveness of a marketing campaign. Behavioural
targeting is also a part of advanced targeting, here marketer can target the customer based on
their past behaviour in online. Marketer can put ads in other webpage where customer is
going.

Creative

Creative is the artistic component of an ad or website. It usually includes an image and copy
present in ads or website. Marketer can make those contents attractive to customers. Marketer
will sometimes change the entire design of websites, apps..Etc.

Research and Planning

Marketer will do some research to understand the behaviour, taste and preference to
customers in digital platform. This research may be doing by using paid-tools like
ComScore...Etc. Through this research marketer can understanding where T.G is present or
what T.G would to do in online. After research marketer will plan new campaigns based on
those research reports. These campaigns are more effective to reach the T.G properly.

Digital Strategy

Digital strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits through digital media. Strategy will be
different for each brand, it will base on the brand objective and target groups interest. It is
actual a plan formulated by the marketer to explore the opportunities. Strategy may be short
term or long term, but it need to be fit with market situations.

Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in
digital marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively
seeking the content, such as display advertising on websites and news blogs. Email, text
messaging and web feeds with customized contents can also be classed as push digital

22
marketing when the recipient has not actively sought the marketing message. Push marketing
allows you to target your demographics and use your marketing dollars to promote your
product to the people you know are interested in what you have to sell. A push marketing
campaign can be more expensive when it comes to upfront costs, so you really need to be
sure that your marketing is going to reach the right people at the right time. Behaviour
targeting is good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics
and other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be
less expensive to get started, you will incur costs in other ways. For example, if you are
running a social media campaign, you will need to hire someone to manage your social media
and respond to people who leave comments or ask questions. Social media gets people
talking and that has a major impact on sales. Pull marketing also requires a greater investment
in time, but it gives you more ability to entertain your customers and educate them about your
company. [18]

But don't get confused by seeing Email in push and pull, there is a difference. If marketer is
sending emails with customized content or banners to specific group of customers is push
digital marketing. If marketer is sending emails with the same content or banner to all
customers is pull digital marketing.

AIDMA as AISAS in Digital Era

AIDMA widely accepted model describing the psychological process leading up to the
consumer’s decision to purchase a product. This model is similar to AIDA model. The
AIDMA Model was first advocated by Roland Hall, an American economist, around 1920.
[19]

According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory, and Action.
This model has been used extensively in the advertising and marketing industries.

23
 Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dents since 2004. It was developed
to observe behaviors based on the understanding that the Internet has become prevalent, and
that consumers now have access to environments in which they can obtain and transmit
information themselves.

In this model, the key processes are: Attention, in which the consumer first notices the
product or advertisement, followed by Interest. After this, the consumer Searches for
information, and then makes a purchase (Action), after which information is shared with
others. In comparison to “AIDMA,” the psychological process has become more compact,
and the Action process has expanded.

Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able
to create awareness and internet without digital. But it will not lead to action in current
scenario. Customers need more information in present era; they are information seeker and
always search for best deal. Brands can’t sustain without digital media.

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations

today. Organizations of all sizes use the medium to promote their products and services. So
well, why do so many organizations use the medium? Simply put, it is due to the numerous
advantages that online advertising offers. These are discussed in the paragraphs ahead.

Reach - The ability of the online medium to target a certain demographic of users is one of
24
the greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. It’s not only cost effective to achieve a
wider geographic area but the ads can also be targeted to the desired audience. For example,
if an advertiser is keen on selling his or her products targeted to a certain demographic of
people, it is quite possible through online advertising. Digital advertising has matured to the
extent that web publishers, media agencies and advertisers themselves know the optimal
ways and websites for a certain category of products or services.

Measurement - With various tools becoming available, tracking effectiveness of ad

campaigns is becoming possible today. In other words, measuring Return of Investment
(ROI) is increasingly possible today. Organizations that were previously reluctant to spend
online, now realize that the online medium does offer means to alleviate any such fears.
Moreover, when properly designed online marketing campaigns generate the desired results,
advertisers are further encouraged to continue advertising online.

Interactive and Engagement - The Internet is arguably the most interactive

and engaging medium among various others. Interactive campaigns have
become a norm with the power of the online medium. One such
advertisement worth mentioning is the campaign by AXE where the end
user could alter the smile of a woman as he/she liked to i.e. in an interactive
framework. The advertisement struck an instant chord with the youth to
which AXE the brand is positioned for Customers are basically just a click
away from the advertisers. In other words, direct response between end
users and advertisers is possible through the online medium.

Time - Through the Internet, an advertiser can reach a desired target group or demographic
in a much shorter time frame. For example, if an advertiser needs to plan some sort of
ambush marketing, the online medium can be an effective means of achieving it. Even
otherwise i.e. for regular marketing campaigns, the total time necessary to complete an online
advertising campaign is less than that of traditional advertising methods.

25
Cost - When compared to traditional forms of advertising, digital advertising is cheaper.
Various payment models are available between the advertisers and publishers. Many a time,
advertisers are charged only when visitors click on their ads. The various payment models are
discussed in detail in the next section.

Digital Advertising: Ad Avenues

SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as

sponsored links on search engines) come under this category. These are backed by hyperlinks
that when clicked on, take the potential customer to the advertisers website.

DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a

web page that typically contain logos, photographs, other images or even text.
Technologically these comprise of Image, Simple flash and Rich media with& without video
ads.

MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile

phones or tablets come under this category. These comprise of Mobile Web ads, SMS, MMS,
Mobile Video & TV ads and In-App ads.

SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp

pads etc displayed on various social media websites like: Facebook, Twitter, LinkedIn,
Pinterest, Orkut etc fall into this category.

EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial

message to a group of people using email comprise of this ad type. Emails are used to engage
with existing customers to get repeat business as well as to acquire new customers.

VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but
have video within them and are served before, during and/or after a video stream on the
internet. This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or
post rolls) and True View ads.

Some of the Basic Terms in Digital Marketing

26
 Impression

An impression is a measure of the number of times an ad is seen, whether it is clicked

on or not. Each time an ad displays it is counted as one impression.

 Page View

Viewing the page is known as page view. It gets counted once the page loaded.

 Leads

When one person fills his details in the given box is known as lead.

 Conversion

The percentage of people whose activity can be tracked while clicking on an ad or

visiting a website to actually purchasing a product or service. A high conversion rate
indicates that the link, ad or site was successful

 Inbound link

Link connecting to your website from a different website.

 Profiling

To build a picture of a target customer based on information from various sources

including customer transactions completed forms and demographic data.

 Unique Visitor

Unique IP address accessing a website.

27
  Landing Page

A custom we page designed to convert visitor into leads or sales. Email, banner ads
and even offline outbound marketing campaigns drive traffic to a landing page to
capture information or trigger a sale. Landing page is also called as destination page
or splash page.

Types of ads

 Above The Fold: Above the fold refer to banners ads which are displayed at the top
of a web page.

 Rich- media: Online ads that contain motion, sounds or video are termed as rich
media ads

 Interstitial Ads: Ads that appears between web pages.

 Banner Ads: Embedding an ad into a web page- know as a click through due to
interactive actions where the consumers clicks and is taken to the banner ad’s
company websites

 Pop-up: Ads that displays in a browser window either in the front or behind the
current browser window.

Monetary term in Digital Marketing

 Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some
specifically defined action in response to an ad “Action” include such thing as a sales,
transaction, a customer acquisition or a click

 Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for ‘thousand advertising impression or views’.

 Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price

28
 each time a user clicks on their advertisement. The cost for the click is often
negotiated through auction, with ad placement determined by the relative size of the
bid, as well as other factors.

 Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing
for specific keyword search term for a fee.

 Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount
per lead

Branding in Digital Era

Before doing this internship, I believed marketer is responsible for building a brand or
marketer is a custodian for a brand. But while doing internship, I understood marketer is not a
custodian, he is a person who guides a product to become a brand.
Today, brand custodians are the connected users who exist across digital platforms. They are
multifaceted. They are the publishers, circulators, ambassadors, instigators and at the same
time they are the custodians as well. Their digitally connected existence has power,
credibility, influence, depth, and reach.[26] Their digital messaging has
the velocity, acceleration, and momentum required to impact brands. Yet brands and their
default custodians continue to live blissfully in an illusion about the control they exercise
over their brand.

Brand is an enabler in the current age. It is the participants, the brand conversations and the
platforms that amplify the brand and drive the brand

Peop
l

Channl Engagemen
e

philosophy. Businesses need to, therefore, understand the consumers and the evolving digital
sphere better and continue to build brands within the digitally connected ecosystem by
29
 focusing on the following 3 elements- [27]

People

The digital age has democratized individuals. They are no longer passive consumers, but
active and creative participants. They expect and believe in the co-creation of an experience,
thereby evolving from consumers to users. They are becoming the most credible and reliable
source of the true picture of a brand

Consumers are beginning to seek a relationship of fair exchange between themselves and the
businesses where each contributes and everyone gains. Individuals are seeking a
multidimensional relationship that provides them with more than just the brand
product/service.

The fair exchange relationship is also offering new opportunities to the business to
build more human connections. Businesses will have to become receptive to this new age
definition of relationship that consumers seek. They may do well to go a step ahead and
create an environment that is receptive to this fair relationship.

Channels

With consumers evolving into users and participating in co-creation, it is important for brands
to offer those channels and platforms that allow them to participate in this process. Users are
seeking channels that offer them more than just digital promotional activities; they want
channels that allow them the freedom to be publishers of content, information and data, that
give them control over what content they produce and consume, that allow them to co-create
brand experience.

The channels also need to be device agnostic. Users are adapting to the usage of different
devices throughout the day to execute tasks at hand. They might use a Smartphone or tablet
to complete functional tasks etc. while on the move, but they use a PC for heavy content

30
 creation and research. According to a google research, 90 percent of people move between
devices to accomplish a task, with virtually all of them completing their task in one day. The
most popular starting point is the smartphone. In most cases, the tasks are continued on a PC
though tablets are also becoming a popular option for continuing social networking and
watching videos.

Businesses and brands need to accept that it is the consumer who has become a more credible
publisher by virtue of their access to a device which is always on and active. Creating an
environment of device agnostic platforms and channels that allow co-creation of content
between brands and consumers will address this shift.

Engagement

It is about creating a window with enhanced attention to influence behaviour and motivations.
With every business eyeing the opportunity to engage users, it is critical to focus on
engagement by increasing brand salience and influencing buyer behaviour and choice. Brands
should be able to map a customer’s journey to understand where they can add value and
create an opportunity to engage them. Brands need to understand that engagement is not
about pushing product messages; it is about capturing the imagination and the attention of the
user. It is about designing a naturally engaging experience.

Businesses need to understand that digital environment is not about technology but about
attention, where the consumer is at the core, armed with powers like never before. Businesses
and brands should, therefore, focus on connecting the dots and realize that now, in the digital
age, it is all about co-owning a brand.

31
INDUSTRY ANALYSIS

32
The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As
the M&E industry widens its reach, it plays a critical role in creating awareness on issues
affecting, channeling the energy of and building aspirations among India’s millions. As it
entertains and informs the country, the M&E industry has been a catalyst for the growth of
large parts of the Indian economy. M&E industry consist of TV, Print, Films, Radio, Music,
OOH, Animation and VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and
entertainment (M&E) industry has grown by 11.8 per cent in 2013 while comparing with
2012 and touched Rs 918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a
CAGR of 14.2 per cent. [4]

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with
18.1 per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each,

33
followed by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films
(11.9 per cent) and OOH with 9.2 per cent expected CAGR. [4]

According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million)
, up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media
advertising expenditure in 2013, up from 5.5% share in 2012. [5]

The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore
($546 million) in 2014, registering a 35% growth year on year. This will represent around
7.9% of the total media advertising expenditure in 2014, which is estimated at Rs 43,065.4
crore. The company notes this will be driven by election spending by the government and
political parties across all media. GroupM made the prediction in the latest edition of its
annual report This Year, Next Year. Digital media were projected to increase 35%, with TV
slowing to 12% from last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013. [5]

Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. [6] With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.

It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. [6] This shift towards the digital media is important for
digital media strategists to consider, in order balancing their marketing budgets between
online media and traditional TV strategy.

IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market
among various ad types like search ads, display ads, mobile ads, social media ads, email ads
and video ads. By seeing this breakup we can understand marketer are giving importance to
all venues to place ads. [7]

34
Some of the key players in the Digital advertising are Ogilvy & Mather, Web chutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media
Group, Digital Law & Kenneth, Pinstrom.

35
Business Model of Industry

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform

About Process

Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to

36
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal.
Otherwise agency can directly approach to ad networks and give orders. These ad networks
buy the inventories from publisher and give to agency. From publisher view he can sell
inventories through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy those
inventories. Bidding will not only for space but also for T.G which required for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technology-
driven as opposed to the historical approach of negotiating price on media inventory.[9]

A demand-side platform (DSP) is a system that allows buyers of digital advertising

inventory to manage multiple ad exchange and data exchange accounts through one interface.
Real-time bidding for displaying online ads takes place within the ad exchanges, and by
utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data
that they are layering on to target their audiences.[8] A supply-side platform or sell-side
platform (SSP) is a technology platform, web publishers of the world use a supply-side
platform to automate and optimize the selling of their online media space. [9]

Porter’s Five Model Analysis of Digital Advertising Industry

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first
time.

1) Threats of New Entry

 Full service agencies have high demand in Market.

 Lack of getting efficient work force is a threat in digital advertising.

 Cost of setting up a digital agency is low. But agencies need to invest a huge
amount in backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually
look the past experience of agency.
37
  Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers

 Lot of suppliers are there, but some suppliers who have high reach and affinity
will charge high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.

 Bargaining power of suppliers, who provide data and information are very
high.

 Seasonal campaigns put pressure on supply side to charge high.

 Employee or work force with proper knowledge is limited.

3) Bargaining power of buyers

 Buyer are the clients of agencies, basically buyers are high idea seekers.

 Clients will choose agencies which have good experience in industry.

 Clients like long term relationships with agencies, so they also try to adjust with
agencies.
 Clients can ask agencies to change pattern of campaigns at any time.

 Clients like MNC’s have high power over agencies, but SME’s will satisfy with
performance of agencies.
 Backward integration by buyers is not possible.

4) Threats of substitutes

 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.

 Substitutes are too popular among buyers. They had high demand in past years.

 Main competitor for Digital advertising is TVC, but trends are now changing
FICCI-KPMG report of 2014 showing growth of digital is very high while
comparing with others media.
 But media consumption through radio is increasing now.

5) Rivalry by existing competitors

 At present competitors are low, but it can be increase in future. Because lot new
38
 players are coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.

 Most of the traditional agencies are now concentrating in digital also.

 Existing firms in the Industry are creating variety and unique campaign for clients.

 Most of the firms have efficient backend support in technology.

 Existing firms have the expertise manpower and firms giving good remunerations
to employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.

 Few of the brands have in-house agencies, it will reduce business but not in a high
level.

Conclusion of Porter’s Five Force Analysis

 Low threats for new entry.

 High bargaining power of suppliers.

 Bargaining power of buyer is medium, but in coming year there is chance for
increase. Due to lot of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.

 Rivalry by existing competitors is high, but possible to break it by doing some unique
campaign for client.
 Indian market is a potential market for digital advertising due to high internet and
mobile penetration.

39
 COMPANY PROFILE

A data-enabled and technology-driven Educational Products and Services Company,

EntranceZone.com seamlessly integrates millions of student and institutional data points with the user
generated preferences of its more than 15 million+ monthly visitors, to build sophisticated Prediction
and Recommendation products for the students to explore and achieve career plans, based on their
interests and abilities.

EntranceZone.com is a hub of activities on everything to do with education. Our Products, Content,

QnA and, Experts help students, parents, policy makers, educationists and academics in taking
informed decisions. We are driven by data, tools & products. We predict and recommend. We enable
the best decision for every student, every time.

About the company EntranceZone is serving from past 7 years, Helps students in identify, exploring
careers, shaping academic plans and matching their educational opportunities, Through our
outcomes, We enable thousands of Students to improve post 12th career planning, Successful
students story and advising for millions of students around the Globe.

40
41
 ABHINANDAN SINGH
FOUNDER- ENTRANCEZONE.COM

KEYNOTE, PRESENTER,
CONSULTANT, TRAINER

42
Abhinandan Kumar - "Striving to enhance student learning and promote student creativity,
critical thinking, collaboration and communication through the authentic, balanced, and
intentional integration of technology in the classroom."

As the Educational Technology and Progressive Education leader in school education, he loves to work
with the entire school community to enhance student learning and promote student creativity, critical
thinking, collaboration and communication through the balanced, authentic and intentional integration
of technology in the classroom. To achieve this vision it is important to develop an integrated
educational technology program that meets students’ needs, provides differentiated professional
development for the staff and communicates effectively with parents.

Authentic, balanced, and intentional are the guiding principles of a strong educational technology
program.

Tech integration experiences should have a curricular context that makes them an authentic part of the
learning process and not a stand alone or one off. This is why we switched from a pull out “specials”
model to a push-in integration model at Schools. When students use technology as a part of their
everyday units of study they are able to make deeper connections between content and technology. The
focus then shifts from “tech for tech’s sake” to the holistic use of technology to increase student
learning.

Abhinandan is an educational technologist with over five years experience in both educational and
research environments. He serves as both instructional designer for this continental-scale ecological
observatory and the lead technologist for Project Ahaan, with a heavy emphasis on developing highly-
interactive data-driven e-learning recourses. and being Google Education Trainer, he played a key role
in numerous enterprise deployment and training's in India. His expertise and ability to deliver technical
and non-technical training's during on-site and virtual sessions especially in Google education apps, He
has a genuine passion for mentoring and that’s what makes him a thorough and passionate Facilitator
and consultant of ICT in education.

His session has been one of the most useful for educational institutes in the past and adds a lot of value
to both GAFE and non-GAFE schools. We have been invited by many GAFE Summits in the region for
this session owing to our experience working with the Google Educators Group and the Education and
Research Network besides schools and colleges across India as Google Education Trainer and
Microsoft innovative educator.

43
Nower days he is working as consultant for Whole Brain Schools at South African

44
SERVICES PROVIDED BY ENTRANCEZONE.COM

 Career Planning
 Admission
 Resources
 Partnership

45
 Career Planning

Career Planning is the combination of structured planning and the active management choice of one's
own professional career. Career Planning was first defined in a social work doctoral thesis by Mary
Valentich as the implementation of a career strategy through application of career tactics in relation to
chosen career orientation (Valentich & Gripton, 1978). Career orientation referred to the overall design
or pattern of one's career, shaped by particular goals and interests and identifiable by particular
positions that embody these goals and interests. Career strategy pertains to the individual's general
approach to the realization of career goals, and to the specificity of the goals themselves. Two general
strategy approaches are adaptive and planned. Career tactics are actions to maintain oneself in a
satisfactory employment situation. Tactics may be more or less assertive, with assertiveness in the work
situation referring to actions taken to advance one's career interests or to exercise one's legitimate rights
while respecting the rights of others.

Valentich and Gripton defined success as managing one's career effectively through the attainment of
desired positions and other rewards. The outcome of successful Career Planning should include
personal fulfillment, work/life balance, goal achievement and financial security.

A career includes all types of employment ranging from semi-skilled through skilled, and semi
professional to professional. Careers have often been restricted to an employment commitment to a
single trade skill, profession or business firm for the entire working life of a person. In recent years,
however, a career now includes changes or modifications in employment during the foreseeable future.

The following classification system with minor variations is widely used:

1. Development of overall goals and objectives,

2. Development of a strategy (a general means to accomplish the selected goals/objectives),
3. Development of the specific means (policies, rules, procedures and activities) to implement the
strategy, and

46
 Admission

An application service provider (ASP) is a business providing computer-based services to customers

over a network; such as access to a particular software application (such as customer relationship
management) using a standard protocol (such as HTTP).

The need for ASPs has evolved from the increasing costs of specialized software that have far exceeded
the price range of small to medium-sized businesses. As well, the growing complexities of software
have led to huge costs in distributing the software to end-users. Through ASPs, the complexities and
costs of such software can be cut down. In addition, the issues of upgrading have been eliminated from
the end-firm by placing the onus on the ASP to maintain up-to-date services, 24 x 7 technical support,
physical and electronic security and in-built support for business continuity and flexible working.

The importance of this marketplace is reflected by its size. As of early 2003, estimates of the United
States market ranged from 1.5 to 4 billion dollars Clients for ASP services include businesses,
government organizations, non-profits, and membership organizations.

47
 Literature Reviews

1. Mr. Mitesh A. Hanwate (Asst. Professor at Indian Institute of Management Sciences) had
researched on “Digital Marketing and its effectiveness in Competitive age”

He researched to find out Elements of digital marketing and also to understand various
advantage of digital marketing to the customers. Through descriptive secondary data and had
found Online advertising, Email Marketing, Social media, Text Messaging, Search Engine
Optimization (SEO), Pay Per Click (PPC) as effective Elements of digital marketing and also
found Advantages to the customer, Stay updated with products, greater engagement, clear
information about products or services, share content of products or services.

2. Nozha ERRAGCHA & Rabiaa ROMDHANE In British Journal of Marketing Studies

research paper on “SOCIAL NETWORKS AS MARKETING TOOLS” Vol.2, No.1, pp.79-
88, March 2014.
They found some classification of social media as part of digital marketing through their
research is as below.
a) Online publication of opinions or information

b) Content sharing sites

c) Tools or sites allowing real time discussions, video-supported or not

d) Tools for micro-blogging or publishing

e) Tools for social networking Personal ‘Live cast’ platform

f) Virtual networking platforms

g) Networked games sites

3. Afrina Yasmin, Sadia Tasneem, Kaniz Fatema Department of Business Administration,

Northern University Bangladesh in International Journal of Management Science and
Business Administration Volume 1, Issue 5, April 2015, Pages 69-80, “Effectiveness of
Digital Marketing in the Challenging Age: An Empirical Study”

They had shown the correlation between the various elements of digital marketing and
increased sales, they had collected data from one hundred fifty firms who were taking the
various techniques or elements of digital marketing. They concluded that every element of
digital marketing is positively related to sales increase. They also found many advantages to
the customer. For example, stay updated with products or services is explained by 71.80% of
48
 digital marketing and the remaining 28.20% is explained by another factor. Greater
engagement is explained by 51.60% of digital marketing and the remaining 48.40% is
explained by another factor. Clear Information about the products or services is explained by
62.90% of digital marketing and the remaining 37.10% is explained by another factor.

4. Vinh N. Lu and Craig C. Julian University of Adelaide in Asia Pacific Journal of Marketing
and Logistics vol. 19, no. 2, pp. 127-144. published on “The internet and export marketing
performance: the empirical link in export market ventures” in 2007. They had gathered Data
via a self-administered mail survey of Australian exporters. Their findings indicate that when
the Internet was used to achieve a competitive advantage for the firm and reduce the costs
associated in doing international business these uses of the Internet were significant in
discriminating between high and low export marketing performance.

5. Social Beat releases the Digital Marketing Industry Report 2016 19 Jul, 2016 by Vikas
Chawla Survey received 376 responses across Chennai, Bangalore, Hyderabad.
Their research resulted with

a) Brand Awareness & Lead Generation are the primary goals for most brands

b) Measuring ROI from digital marketing is the biggest challenged faced

c) 87% brands leverage digital & 38% of them allocate 1/3rd budget to digital marketing
d) Facebook & Google are still the most popular digital marketing channels

49
 SCOPE OF STUDY

This study covers customers about ENTRANCEZONE.COM

The study makes effort to ascertain the Digital Marketing impact. So that company would be able
to come up to the expectation level of its customer.

The company can come up to the expectation only by finding out the current digital marketing
impact in comparison to what impact it needs to cope up with the current digital scenario.

The subject has been taken for the research as it plays key role in the success of Information
providing sector. No company can think of reaching to more number of people without having the
strenghtful digital impact and how the company uses the digital ecosystem to reach as many as
people.

In short it is the level of satisfaction that is link between end-user and company. As long as the
company is able to satisfy its customer, customer would remain in the bracket of loyal customer.
Hence it is very essential to understand what impact the digital marketing of the company plays to
satisfy the need of the consumer because there is always a great chance for further improvement.

This research also helpful in analyzing the digital marketing impact of the company in terms of
what the users think about it, also is company able to meet the expectations of customers by
using the digital platform.

47
 OBJECTIVE OF THE STUDY

 To study the digital marketing impact for the company.

 To find potential areas for improving.

 To study the negative and positive points of companies digital policy.

48
 RESEARCH METHODOLOGY
ENTRANCEZONE.COM basically means business and in business collection of raw data allows
the managers to see the real scenario and then take a decision as per the data obtained. There are
several implications in this statement:
 They can examine the available information in the form of data to make a decision
 They can even get a clear picture of the scenario or potential of ENTRANCEZONE.COM
digital impact as compared to others.
 The information can only be gathered by data collection and then analyzing the available
data.

Therefore, it can be said that the data collection is an important part of the project.

Data Raw
numbers Information

The projected objectives were considered and as per the requirement a market survey was done.

Procedure:

The procedure that followed can be enlisted as below:

Reading about the product

Deciding on the objective to proceed.
Developing Survey instruments
Conducting personal interviews of
different age-groups, sex, monthly
income and

occupation through a
Questionnaire. 49
Process adopted:

1. Gaining knowledge about the product at ENTRANCEZONE.COM:

Reading about the products was the first step undertaken. This gave not only in depth knowledge
about what is been offered by other players but also proved useful while developing the
questionnaire.

1. Steps in the Development of the SurveyInstruments

The main instruments required for survey was a well-developed questionnaire. The
questionnaire development took place in a series of steps as described below:

Research objectives are being

Transformed into information objectives.

The Appropriate data collection methods have

been determined

The information required by each objective is

being determined.

Specific Questions/Scale Measurement format is

developed.

50
 Research objectives are being
transformed into information objectives.

The number of information needed is being

determined.

The questionnaire and layout is being evaluated.

Revise the questionnaire layout if needed.

The Questionnaire format is being finalized.

51
Customer Survey:
The people play an important part as a clear perception of people about the product can be estimated and
known. Studying the need levels of the people regarding the products can be observed. It was very useful
in knowing about the requirements of the people.

Research Design:
A two stage Research was conducted:
1. Secondary Research:
Data was collected from websites and catalogues to understand the product of the different
players
2. Primary Research:
A Primary Research was conducted:
The questionnaire was prepared for the companies and following areas covered:

 Consumer profile
 Satisfaction level
 Reasons for their website visit.
 Desirable features of the product andservice.

Sampling Plan: Elements: The target population of the study included the general
population of every age who visit to the ENTRANCEZONE.COM

Sample size: 40 People

52
 Data Collection

The final draft of the questionnaire (see Appendix) was prepared on the basis of the observations from
the pilot study. These were then finally filled by 50 regular website visitors, for the conclusive study.
Finally the data collected was fed into the data analysis software- SPSS, to be analyzed using statistical
techniques.

Types of Primary Data collected:

 Socioeconomic Characteristics:
Socioeconomic characteristics are sometimes called “states of being” in that they represent the type of
people. The factors on which we are working are occupation. Monthly transaction is also an important
parameter but it is difficult to verify. Although the amount of money that business unit earns in a month is
an absolute, not a relative quantity but it is a sensitive topic in our society and it is difficult to determine.

 Attitudes/Opinions:
Through the questionnaire we have tried to get hold of customers preference, inclination and requirement.
Attitude is an important notion in the marketing literature, since it is generally thought that the attitudes
are related to the behavior of customer.

 Motivation:
Through the questionnaire we have tried to find the hidden need or want of customer and have tried to find
if these people can be tapped as the potential customer for ENTRANCEZONE.COM.

53
  Behavior:
Behavior concerns what subjects have done or are doing. Through the questionnaire we have
tried to find out the behavior of the individuals regarding the product and their responses. If
the responses are favorable then the person can be said to be our potential customer. The
primary data serves as an important tool to measure the behavioral trend of the customer. It
helps in answering some of the vital Questions.

 Obtaining the Primary Data:

The data collection was primarily done through communication. Communication involves
questioning respondents to secure the desired information, using a data collection instrument
called questionnaire. The questions were in writing and so were theresponses.

 Versatility:

It is the ability of a technique to collect the information on the many types of primary data of
interest to marketers. It has also been found that some of the people do not answer truthfully
to all the questions especially in the case of the personal details

54
 DATA ANALYSIS

The tools and methods of data collection identified earlier were employed to gather data on
the Digital marketing impact for ENTRANCEZONE.COM. The data accrued, especially
from the interviews and questionnaires circulated, are tabulated and depicted on graphs in the
following pages. The data thus gathered and tabulated is analyzed. The data is then
scrutinized and relevant interpretations are drawn.
The major objectives of analysis of data are:

1. To evaluate and enhance dataquality

2. Examine effects of other relevantfactors
3. Impact of Digital marketing ratio,

The data collection plan, including procedures, instruments, and forms, was designed and pre-
tested to maximize accuracy. All data collection activities were monitored to ensure
adherence to the data collection protocol and to prompt actions to minimize and resolve
missing and questionable data. Monitoring procedures were instituted at the outset and
maintained throughout the study, since the faster irregularities can be detected; the greater the
likelihood that they can be resolved in a satisfactory manner and the sooner preventive
measures can beinstituted.

55
QUESTION NO 1- AGE GROUP

Age Total
18-21 22
22-25 79
26-29 0
Total 100

56
 Data:

The first criteria respondents were asked to indicate was the group they belonged to
age. Respondents were asked to choose
Among three age group categories, viz., below 18-21, 22-25, 26-29 above years. The age
groups were identified as the visitors to the company website.

Analysis

From the table, and pie chart depicted above, the distribution of the population under study is
evident. Of the respondents who answered the questionnaire, 22% indicated that their ages
fell in the category 18-21 years 79% indicates 22-25.

Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify the demographics of the population that visit website. The highest
number of respondents falls in the age group 22-25. It can be deduced that most of the
consumers who visit website regularly are the youth. They make up almost more than half of
the population who search for information.

57
QUESTION NO 2- From where did you come to know
about ENTRANCEZONE.COM?

Social Media Total

Facebook 58
Twitter 0
Instagram 15
LinkedIn 27
Total 100

58
 Data:

The respondents were asked to indicate by which social media channel

they come to know about the company.
They were giving the four options viz., Facebook, twitter, LinkedIn,
Instagram.

Analysis

From the table, and pie chart depicted above, 58% come to know by Facebook,
15 percent from Instagram, & 27 percent from LinkedIn
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify Facebook and LinkedIn is the best digital platform
for the company to promote the business.
As the number of respondent tells that they come to know about the
company through Facebook.

59
QUESTION NO 3- your frequency to
Select visit ENTRANCEZONE.COM
(WEEKLY)

Frequency Total
NIL 53
1-5 48
More than 5 0
Total 100

60
Data:

The respondents were asked to indicate which by which social media

channel they come to know about the company.
They was giving the four options viz., Facebook, twitter, LinkedIn,
Instagram.

Analysis

From the table, and pie chart depicted above, 58% come to know by Facebook,
15 percent from Instagram, & 27 percent from LinkedIn
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify Facebook and LinkedIn is the best digital platform
for the company to promote the business.
As the number of respondent tells that they come to know about the
company through Facebook.

61
QUESTION NO 4- Do you receive regular Facebook
updates from ENTRANCEZONE.COM?

Options Total
YES 48
NO 53
Total 100

62
Data:

The respondents were asked whether they receive regular Facebook

updates from company or not.
They were giving the options Yes or No

Analysis

From the table, and pie chart depicted above, 48% say that they receive regular
updates from Facebook & 53% say that they didn’t receive.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that it need to work on the Facebook strategy to
reach as many as people.
The number of respondent are less who receive the regular updates from
Facebook

63
QUESTION NO 5- Do you engage with the Facebook
post of ENTRANCEZONE.COM?

Options Total
YES 48
NO 53
Total 100

64
Data:

The respondents were asked whether they find the content or the
information useful & engaging that creates the user engagements and
whether they engage with the Facebook post of the company.
They were giving the options Yes or No

Analysis

From the table, and pie chart depicted above, 48% say that they find the
Facebook post engaging and they are able to extract the right information from
it, on the other hand 53% says that they didn’t the Facebook post engaging.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that it need to work on the Facebook post creation
and look out to more creative way that increase the user engagement and
people find the post interesting that they can click on the link and it will also
increase the CTR(click through rate).
There are high % of people who say that they didn’t engage with the post.

65
QUESTION NO 6- In what form do you engage with Facebook
post of ENTRANCEZONE.COM

Form Total
Like 85
Share 15
Comment 0
Total 100

66
Data:

The respondents were asked in what form they engage with the Facebook
post by the company. The idea behind asking this question is to know the
kind of involvement by users and how to increase that.
They were giving the options to choose upon viz, Like, Share, Comment.

Analysis

From the table, and pie chart depicted above, 84% respondent choose the Like
option which shows the higher percentage of people who like the post & 16%
says that they share the post link and pass on the information to others if it is
worth sharing & there is no engagement of users by share option.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that the higher % of respondent engage with the
Facebook post is through hitting the Like button & after that users share the
link.
It shows that the people like the Facebook post and sometimes pass it on to
other, but company need to work upon it more in order to gain more user
attention as there was no respondent who choose the comment option.

67
QUESTION NO 7- What is your average per visit
on ENTRANCEZONE.COM website? time

Time Total
Less than 15 minutes 85
15- 30 min 9
More than 30 min 6
Total 100

68
Data:

The respondents were asked what is the average per visit time on website
of ENTRANCEZONE.COM when they go to search or read any article,
using this the company & I wants to know the company articles strength
and digital marketing strength to check whether the marketed post are
relevant for users or not.
They were giving the options to choose upon viz, less than 15 minutes, 15-
30 minutes & more than 30 minutes.

Analysis

From the table, and pie chart depicted above, 85% respondent tells their average
per visit time is less than 15 minutes, 9% falls in the category of 15-minutes &
6% under the more than 30 minutes category.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that company is only able to manage its users 15
minutes by its post as there are high number of respondent who fall in
this category.
So company also works on the content creation that able to
simultaneously increase the consumer per visit time.

69
QUESTION NO 8- Rate your experience with the
of ENTRANCEZONE.COM website

Options Total
Below average 22
Average 74
Above average 4
Total 100

70
Data:

The respondents were asked to rate their website experience on a scale of

below average, average & above average. This is to check the website
content is relevant to users that will decrease the bounce rate and increases
the chances of visit again by the users.

Analysis

From the table, and pie chart depicted above, 22% of respondent have below
average experience with the website, 74% of the respondent feels satisfy with
the website experience and rate average on the scale & 4% have above average
experience with the website.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that, the users have average experience with the
ENTRANCEZONE.COM website and the website creation which falls in
digital marketing doing their task normally but it need to work more because
for more traffic and higher consumer satisfaction it needs to be the
above average level.

71
QUESTION NO 9- Do you receive regular
updates from ENTRANCEZONE.COM on twitter?

Options Total
YES 5
NO 16
I don’t use twitter 79
Total 100

72
Data:

The respondents were asked whether they receive regular updates about
the company new post, article and information on twitter. They give
YES or NO to choose upon.
ENTRANCEZONE.COM also uses twitter for digital marketing as it was
the very popular and well known social media application & it was having
a greater strength to turn any brand and online business to come across to
millions of users on a daily basis.

Analysis

From the table, and pie chart depicted above, there are only 5% of respondent
who receive the regular updates on twitter, 16% says No and the high % of
people say that they didn’t use Twitter and not having presence on the twitter.

Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that, 22-25 age group is having highest number
of users to company and they only uses Facebook as their most favorable
social media platform.
Companies strategy for the twitter is not impact the company’s digital
marketing policy as the users of the website doesn’t use twitter, so there is no
sense to put efforts on twitter.

73
QUESTION NO 10- On which page did you
find ENTRANCEZONE.COM while searching for information on Google?

Appearance Total
1st page 69
2nd page 22
3rd page 11
Total 100

74
Data:

The respondents were asked on which page they

found ENTRANCEZONE.COM while searching the information on
Google.
The reason behind this is to check the SEO impact of the company in order
to attract the online traffic because it is everybody tendency to only click
the pages who appears on the 1st page of the Google search result.
Respondent ask to fill their response as per their real life experience with
the Google search result. They were given with the option 1st. 2nd & 3rd.

Analysis

From the table, and pie chart depicted above, 69% of the respondent finds the
ENTRANCEZONE.COM on 1st page while searching any related information,
on the other hand 22% finds the company page on 2nd page & 11% on 3rd page.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that, the SEO done by the company is relevant for the
company and creating impact as its digital marketing.
The company is able to gain the users through Google search and it is
beneficial for the company as Google searches having unlimited in a particular
pace of time.

75
QUESTION NO 11- Rank the mobile compatibility of various digital platform
of ENTRANCEZONE.COM

Options Total
Below average 53
Average 48
Above average 0
Total 100

76
Data:

The respondents were asked that all the digital platforms

of ENTRANCEZONE.COM is mobile phones compatible or not.
All of the users having smartphones and no one use the other gadget unless
and until it is necessary. So by asking this we come to know the digital
platform of the company is able to attain the user’s attention as
incompatible platform distract the users to switch to other website.

Analysis

From the table, and pie chart depicted above,85% of the respondent finds the
mobile compatibility of the ENTRANCEZONE.COM digital platforms
average, 11% falls in the category of below average & 3% above average.
Interpretation:

By analyzing the responses to this question, I, as a researcher, as well as

Companies can identify that, the company was doing average to make all the
digital platform to make it mobile compatible which seems right for the
company.

77
 Findings

□ Generally the person who falls under 20-25 age group is the high number of
visitor to ENTRANCEZONE.COM

□ Facebook is the social media platform which is creating high digital impact for the
company as almost all of the people updates with the company’s information
through Facebook.

□ The user engagement time with the website is less than 30 minutes.

□ High number of users interacts with the post by hitting like on Facebook.

□ Twitter is not much popular platform in the 20-25 age group people.

□ The mobile phone compatibility seems fine for the all digital platforms for the
ENTRANCEZONE.COM

78
 Conclusion

□ This report unveils that there is a huge further scope for the improvement in the digital
marketing impact for the company.

□ The twitter seems not a good platform for doing the digital marketing as the users of
ENTRANCEZONE.COM doesn’t use this platform.

□ The users engages with the ENTRANCEZONE.COM posts and they hit like but there is a
scope for share and comment.

□ The website experience of the users is average as it is a good sign for the online
information proving company and it creates the users bond with the website.

□ The users are engaging with the post of the company because the digital platform of the
ENTRANCEZONE.COM is seems compatible with the mobile phones as the mass is using
mobile phones.

79
 Recommendation

□ To increase the users reach the company needs to come out with the more innovative
way to reach out to more consumers.

□ As the high percentage of users satisfy with the Facebook in all manners so company
needs to push the Facebook strategy and used it more to take advantage from this.
□ Company needs to focus less on twitter, LinkedIn as there is no scope of potential
consumers.
□ Company needs to focus more on content creation in order to make the audience stick
to the website and it will also decrease the bounce rate.
□ They can work more on SEO rather they are able to utilize it on successful manners

80
 Limitations

This research has a number of limitations that must be acknowledged.

□ First, the sample used for this study consisted mostly of college students. Therefore, these
results may not be applicable to the wider population in general.

□ To convince the people for a proper interviewing process is also difficult.

 The figures have been taken as approximations.

 There is a lack of time, money also.

81
 WEBLIOGRAPHY & BIBLIOGRAPHY

WWW.ENTRANCEZONE.COM

82
ANNEXURE

83
 ANNEXURE

NAME:

AGE: ------------------------------------

QUESTION NO 1- AGE GROUP

□ 18-21 YEARS
□ 22-25 YEARS
□ 26-29 YEARS

QUESTION NO 2- From where did you come to know about ENTRANCEZONE.COM?

□ Facebook
□ Twitter
□ Instagram
□ LinkedIn

QUESTION NO 3- Select your frequency to visit ENTRANCEZONE.COM (WEEKLY)

□ Nil
□ 1-5 Times
□ More than 5

QUESTION NO 4- Do you receive regular Facebook updates from ENTRANCEZONE.COM?

□ Yes
□ No

QUESTION NO 5- Do you engage with the Facebook post of ENTRANCEZONE.COM?

84
 □ Yes
□ No

QUESTION NO 6- In what form do you engage with Facebook

post of ENTRANCEZONE.COM

□ Like
□ Share
□ Comment

QUESTION NO 7- What is your average per visit time on ENTRANCEZONE.COM website?

□ Less than 15 minutes

□ 15 min-30 min
□ More than 30 min

QUESTION NO 8- Rate your experience with the website of ENTRANCEZONE.COM

□ Below average
□ Average
□ Above average

QUESTION NO 9- Do you receive regular updates from ENTRANCEZONE.COM on twitter?

□ Yes
□ No
□ I don't use twitter

85
QUESTION NO 10- On which page did you find ENTRANCEZONE.COM while searching for
information on Google?

□ 1st Page
□ 2nd Page
□ 3rd Page

QUESTION NO 11- Rank the mobile compatibility of various digital

platform of ENTRANCEZONE.COM

□ Below average
□ Average
□ Above average

86