Digital Marketing

Project Report on Digital Marketing 2018
A REPORT ON
“ STUDY OF DIGITAL MARKETING ”
BY
Bandana Kumari
V Semester BBA
Enroll. No. 16001127
Under Guidance of
Ms. Kritika Sauhta
Project Report Submitted to the AP Goyal Shimla University, Shimla
In Partial Fulfillment Of The Requirements Of The Degree Of BBA (2016-19)
AP GOYAL SHIMLA UNIVERSITY
MEHLI- SHOGI BYPASS ROAD
SHIMLA (171002)
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CERTIFICATE-1
This is to certify that the project entitled Digital Marketing has been submitted to department of
Business Management, AP GOYAL SHIMLA UNIVERSITY BY BANDANA KUMARI.
In partial fulfillment of the requirements for the degree of Bachelor of Business Administration
of this university. To best of my knowledge no part has been submitted for any degree or
diploma anywhere elsewhere and the help received during this course of investigation and
courses of literature and sources of literature have been fully acknowledged.
Place:
Date:
Project Advisor
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CERTIFICATE-2
This is to certify that the project entitled Digital Marketing has been submitted to department of
Business Management, AP GOYAL SHIMLA UNIVERSITY by Bandana Kumari.
In partial fulfillment of the requirements for the degree of Bachelor of Business Administration
of this University. The project has been approved by the Examination Committee after
conducting an oral examination in collaboration with external examiner.
………………. …………………….
(Project Advisor) (External Examiner)
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DECLARATION
I, Bandana Kumari, Enrollment no. 16001127, student of BBA of School of Business, AP
Goyal Shimla University, Shimla, hereby declare that the project report on “Digital Marketing”
is an original and authenticated work done by me.
I further declare that it has not been submitted elsewhere by any other person in any of the
institution fot the award of any degree or diploma.
Signature:
Student Name:
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ACKNOWLEDGEMENT
This project has been made possible through the efforts, support and co-operation of various
persons to whom I would like to express my appreciation and gratitude.
First and foremost, it gives me immense pleasure to express my sincere gratitude to Team
Internshala whose sincere support has enabled me at each and every step and their experience
has always given me the right direction to achieve my goals.
I will have burden on my heart if I do not express my sincere thanks to Ms. Kritika Sauhta for
her untiring help rendered during the study from time to time. I am also thankful to her for her
valuable guidance during the research report.
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CONTENT
CHAPTER 1 INTRODUCTION
CHAPTER 2 REVIEW OF LITERATURE
CHAPTER 3 NEED OF STUDY
CHAPTER 4 OBJECTIVES OF THE STUDY
CHAPTER 5 RESEARCH METHODLOGY
5.1 Research Design
5.2 Sampling (Design, Methods)
5.3 Data Collection Methods
5.4 Data Analysis And Interoperation
5.5 Findings
CHAPTER 6 LIMITATIONS OF THE STUDY
CHAPTER 7 CONCLUSION
CHAPTER 8 SUGGESTIONS
REFERENCE
ANNEXURE
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Introduction
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CHAPTER -1
INTRODUCTION
1.1 INTERNSHALA
Internshala is an internship and online training platform, based out of Gurgaon, India.
Founded by Mr. Sarvesh Agarwal, an IIT Madras alumnus, in 2010, the website helps students
find internships with organizations in India.
Type: Private
Industry: Education, employment
Founder: Mr. Sarvesh Agarwal
Headquarters: Gurgaon, India
Services: Internship matching, online training
Website: internshala.com
History
The platform, which was founded in 2010, started out as a WordPress blog that aggregated
internships across India and articles on education, technology and skill gap. Internshala launched
its online training in 2014. As of 2018, the platform had 3.5 million students and 80,000
companies.
Partnership
In August 2016, Telangana’s not-for-profit organization, Telangana Academy for Skill and
Knowledge (TASK) partnered with Internshala to help students with internship resources and
career services.
In September 2016, Team Indus, Google XPRIZE shortlisted entity has partnered with
Internshala for college outreach for its initiative, Lab2Moon.
Awards and Recognition

In 2011, the website became a part of NASSCOM 10K Startups. In 2015, Internshala was a
finalist in People Matters TechHR 2015Spotlight Awards under ‘Futurism in Recruitment’
category.
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Vision
Internshala is a dot com business with the heart of dot org.At the core of the idea is the belief that
the internships, if managed well, can make a positive difference to the student, to the employer,
and to the society at large.Hence, the ad-hoc culture surrounding internships in India should and
would change. Internshala aims to be the driver of this change.
Internshala is different thing to different people-
For million plus students struggling to get a meaningful internship every year, Internshala is a
friend, a mentor, an affectionate senior, and a boon.
For thousands of organization that use Internshala to hire interns, Internshala is a pleasant
surprise, a benchmark of the world standards in customer service.
For outsiders (a chance visitor, media, investors, friends and acquaintances) Internshala is the
next big thing coming out of India’s start up stable.
But internally, Internshala is a bunch of entrepreneurs trying to solve a very hard problem- the
(near) failure of India’s education system.
1.2 DIGITAL MARKETING

There was a time when Television was the most popular medium for marketers to promote,
spread awareness and generate leads for their products but now the trends 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 number).
1.2.1 What is Digital Marketing?

Digital Marketing refers to marketing methods that allow organization to see how a companies is
performing in real-time, such as what is being viewed, how long, as well as other statistics such
as sales conversions.
Digital marketing is defined in Wikipedia as “marketing of products or services using digital

technologies, mainly on the Internet, but also including mobile phones, display advertising, and
any other digital medium”.
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People 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. Internet marketing falls
under the category of digital marketing. Internet marketing encompasses digital marketing
service such as search engine optimization, display advertising and email marketing.
1.2.2 Why Digital Marketing?

It may come as no surprise that the marketplace has become increasingly more digital as
technology continues to evolve. The benefits of digital marketing are becoming more prevalent
every day. More and more consumers are researching and buying products online. Some of the
benefits are mentioned below:
 Digital marketing is the most powerful form of marketing.

 Using digital marketing tactics is the most cost-effective way to market your business.
 Digital marketing is the most measurable form of marketing.
 One of the greatest benefits of digital marketing is that it allows you to target your ideal
buyers.
 Most people are starting their buyer’s journey online.
 Most of the customers are on social media, and digital marketing helps you reach them.
 SEO helps you reach more qualified buyers online.
 Digital marketing helps you connect with mobile customers.
 You can easily and quickly adapt your strategy and tactics for the best results.
1.3 Creating Blogs

A blog (shortening of “weblog”) is an online journal or informational website displaying
information in the reverse chronological order, with latest posts appearing first. It is a platform
where a writer or even a group of writers share their views on an individual subject.
Significance of Blogging in Digital Marketing

Here are 4 reasons you need to blog:
 Blogging drives organic traffic to your website
 Blogging increases your SEO/SERP
 Blogging can position your brand as an industry leader
 Blogging helps build better personal customer relationships
Steps In Creating Blog Using Blogger

 Go to www.blogspot.com.
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 Click on Sign In. It’s in the upper-right corner of the window. Enter your Google
username and password.
 Enter a display name and continue to blogger. The display name is the name that your
readers will know you by.
 Click on Create New Blog.
 Type a Title for your Blog.
 Type a URL for your blog. If it’s unavailable try other variations on the name you want
to use, but don’t use symbols like hyphens, underscores, colons etc.
 Enter the word verification and click continue.
 Choose a starter template. This is the basic design and layout of your blog.
 Click on Create Blog.
1.4 Google Analytics

Google Analytics is a free website analytics service offered by Google that gives you insights
into how users find and use your website. With Google Analytics, you can track ROI for your
online marketing.
You can sift & sort your visitors with dozens of dimensions. You can seamlessly integrate
Google Products like your Ads account & Search Console. You can also use tracking codes to
tag & track any advertising, social, PR campaign or any kind of campaign on any
platform/website. All you have to do is install a small amount of “tracking code” on each page of
your website
What does Google Analytics measure?
The building blocks of Google Analytics reports are dimensions and metrics. Dimensions are
the attributes of your data, such as the city where traffic is coming from, the page you’re
measuring, or the social media channel you’re evaluating. Metrics are the quantitative
measurements for those dimensions. For example, if you’re looking at how your ads are
performing in Paris (the dimension), the 2,000 paid sessions you’ve recorded would be your
metric. Metrics and dimensions make up every single report in Google Analytics.
What can you do with Google Analytics?
In short, Google Analytics helps you make decisions based on data. You can justify spending
more on your advertising, discover where you should be advertising, and even determine
what types of content you need to be putting out there. Google Analytics categorizes data into
the ABCs:
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(1)Acquisition (2)Behavior (3)Conversions
Additionally, you can use it to break down your Audience & Real Time traffic. I’ll break these
down a bit more.
1.5 Email Marketing
Email marketing is the act of sending a commercial message, typically to a group of people,
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send advertisements, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Marketing emails can be sent to a purchased lead list or a current customer database. The term
usually refers to sending email messages with the purpose of enhancing a merchant's relationship
with current or previous customers, encouraging customer loyalty and repeat business, acquiring
new customers or convincing current customers to purchase something immediately, and sharing
third-party ads.
1.6 Search Engine

A web search engine is a software system that is designed to search for information on
the World Wide Web. The search results are generally presented in a line of results, often
referred to as search engine results pages (SERPs). The information may be a mix of web pages,
images and other types of files. Some search engines also mine data available
in databases or open directories. Unlike web directories, which are maintained only by human
editors, search engines also maintain real-time information by running an algorithm on a web
crawler. Internet content that is not capable of being searched by a web search engine is
generally described as the deep web.
Importance of Search Engine

 Good % of entry into internet with a search engine.
 Help us discover the right content.
 A person uses a search engine multiple times.
 These are more than 3.5 billion searches every day on Google.
 10% queries are new every day.
Search Engine Optimization

Search engine optimization (SEO) is the process of affecting the online visibility of a website or
a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or
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"earned" results. In general, the earlier (or higher ranked on the search results page), and more
frequently a website 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.
How does Search Engine work?
Basically all search engines go through three stages:
 Crawling
 Indexing
 Ranking and Retrieval
Crawling
This stage involves scanning the sites and obtaining information about everything that is
contained there: page title, keywords, layout, pages that it links to – at a bare minimum. This task
is performed by special software robots, called “spiders” or “crawlers”.
Indexing
Once all the data has been assimilated, selected pieces of it are stored in huge storage facilities.
We can relate in this way: we possess several number of books. Going through all of it is
the crawling, and making a list of them, along with their authors and other related information is
the indexing.
Ranking and Retrieval

Search engines are answer machines. Whenever we perform an online search, the search engines
scour its database for the most relevant results. Also, it ranks these results based on the
popularity of the websites. Relevance and popularity are the most important factors to be
considered by these search engines to provide satisfactory performance.
On Page SEO Techniques

I. Page should be search engine friendly.
II. Pages need to be understood correctly by the search engine.
III. The site needs to be coded properly.
IV. The site needs to have content which are relevant for the product that the site sells.
V. Site should be user friendly.
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1.7 Paid Advertising

Paid advertising is any kind of advertising that you have to pay for, versus owned or earned
advertising. With paid advertising, marketers pay the owner of ad space in exchange for the use
of that space. The price paid for the ad space is often settled through a bidding process between
marketers and the ad space owner.
Basics of Paid Advertising

Advertiser: pays money and needs traffic also called demand side.
Publisher: receives money and sends traffic also known as supply side.
Ad Network: Platform which brings advertisers and publishers together.
Ad Exchange: Trading of ad impression through demand like stock exchange.
1.7.1 What is AdWords?

 Buyer side advertising platform from Google.
 Places ads on various websites including search, display sites, videos and mobile apps.
 Minimal budget to start off with.
 Price and ad rank decided by bidding.
 Target your audience through keywords, demographics, interest, remarketing.
 Total control over when the ads appear, where it appears and how much you pay.
Difference between AdWords and Organic Search Results

AdWords Organic Search Results
Pay per click Free
Ads show up on search, and other sites Only on search
Auction based results Results based on page ranks etc
Most factors can be controlled by advertiser Factors not directly controllable
Ads appear from day 1 Good practices
1.7.2 Advantages of AdWords

1) Measurable
2) Cost Effective
3) Maximum Relevance
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4) Highly Targeted
5) Reach
1.7.3 AdWords Auction

Ad auction decides which ad will appear in which order. It decides on following bases:
Maximum Bid*Quality Score +Ad extensions = Ad Rank
Ad auction is conducted every time someone searches on Google. Result of ad auction ad rank.
Ad extension is additional features you use to your add like phone no. email.
1.8 Bidding Basics

1.8.1 Focus on clicks (for Search and Display ads)
If your main goal is to have people visit your website, then clicks are a good place to start. Use
cost-per-click (CPC) bidding and you'll pay only when someone actually clicks on your ad and
comes to your site.
CPC bidding gives you these choices:
 Automated bidding
This is the easiest way to bid. Set a daily budget and let Google Ads adjust your CPC bids to
bring you the most clicks possible within that budget.
 Manual bidding
Take full control of your CPC bids. Manual bidding lets you set bids at the ad group level, or for
individual keywords or ad placements, so you know you're bidding just what you want for the
clicks that mean the most to you.
1.8.2 Focus on impressions

Instead of paying by the click, you can pay by the number of times your ad is viewable shown, if
your campaign is targeting just the Display Network. That's called cost-per-thousand viewable
impressions bidding, since you pay for every 1,000 times your ad appears and is viewable. If
you're mostly interested in getting your name or logo in front of lots of people, this is a smart
option. Learn how ads are measured as viewable
Viewable CPM bidding, like CPC manual bidding, lets you set bids at the ad group level, or for
individual placements.
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1.8.3 Focus on conversions (for Search and Display ads)

With this advanced bidding method, you tell Google Ads the amount you're willing to pay for a
conversion, or cost-per-acquisition (CPA). A conversion (sometimes called an acquisition) is a
particular action you want to see on your website. Often that's a sale, but it could be an email
sign-up or some other action. You pay for each click, but Google Ads will automatically set your
bids for you to try to get you as many conversions as possible at the cost-per-acquisition you
specified.
To use CPA bidding you must have conversion tracking turned on, among other things, so CPA
bidding is suited for intermediate and advanced Google Ads users.
1.8.4 Focus on views (for video ads only)

If your main goal is to evaluate how engaged viewers are with your video content, where they
choose to watch your videos, and when they drop off from watching your content, you'll
use cost-per-view (CPV) bidding. With CPV bidding, you'll pay for video views and other video
interactions, such as clicks on the calls-to-action overlay (CTAs), cards, and companion banners.
To set a CPV bid, you enter the highest price you want to pay for a view while setting up your
True View video campaign. Your bid is called your maximum CPV bid, or simply "max CPV."
This bid applies at the campaign level, but you can also set a CPV bid per ad format.
1.9 Keywords Match Type

When bidding on a keyword in your PPC campaign, you need to choose a keyword match type,
which tells Google how aggressively or restrictively you want it to match your advertisement to
keyword searches. There are four different keyword match type to choose from when advertising
with Google AdWords:
Exact Match: Search term should exactly match the keyword for the ads to show up. It is
written as [keyword].
Phrase Match: In this prefix or suffix is allowed as search term. It is written as “keyword”
For keyword is red rose, in this search term can be 5 red roses, red roses in Delhi.
Broad Match: It is default match type and the one which reaches the widest audience. When
using broad match, your ad is eligible to appear whenever a user’s search query includes any
word in your key phrase, in any order.
Broad Match Modifier: It is one word that needs to be present for the ads to trigger. It is
written as +keyword.
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1.10 Youtube Marketing

Youtube has massive traffic and viewers, with over 1,325,000,000 people using Youtube. There
are currently 300 hours of video uploaded to YouTube every minute of every day – 5 hours of
video content every second! Which only validates the fact that video marketing is a growing
trend.
7 Data-Backed Benefits Of Using YouTube To Market Your Business

No matter who your audience is, they are likely using YouTube. In fact, according to Alexa,
YouTube is the second most visited site. Your potential for exposure is extraordinary.
1. Capture Attention
2. Generate High Traffic Volumes
3. Experiment with Viral Marketing
4. Gain ROI From Multiple Video Marketing Channels
5. Boost Search Engine Rankings
6. Integrate with Your Social Media Marketing
7. Reach Global Audiences
1.11 Facebook Marketing

 Facebook marketing refers to creating—and actively using—a Facebook page as a
communications channel to maintain contact with and attract customers. Facebook
actively provides for this, allowing users to create individual profiles or business pages
for companies, organizations, or any group attempting to develop a fan base for a
product, service, or brand.
Why Facebook Marketing Is Important?

 Facebook provided ifentity.
 1.2 Billion users globally.
 >50% daily active users.
 Good engagement levels.
 Ads with sharp targeting.
Levels Of Facebook Ads

 Campaign (11 types of campaign)
 Ad Sets
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 Ad Creatives
Your Facebook ad needs three parts to run: a campaign, ad set and ad. All of these parts make up
what's called the campaign structure. Knowing how they work together will help your ads run
the way you want, and reach the right people.
You set the advertising objective at the campaign level. Here you decide the end goal for your
ads, such as driving more likes to your Page. At the ad set level, you define your targeting
strategy by setting up parameters such as targeting, budget and schedule. Finally, your ads are
creative visuals, such as pictures or videos that drive the audience to what you are trying to
promote.
What is an Ad Campaign?
Think of the campaign as the foundation of your ad. When you decide to run an ad, you'll always
start with the campaign. Here, you'll choose an advertising objective, such as Promote Your
Page, which defines what you want your ad to achieve. For example, if you promote your Page,
your ad will be optimised to get more likes on your business' Facebook Page.
Campaign checklist:
 Choose an objective.
 Start creating your ad set.
What is an Ad Set?
An ad set tells your ad how to run. At the ad set level, you'll create an audience for your ad using
Facebook's targeting options. You'll define your audience by choosing things such as location,
gender, age and more. You'll also create a budget and set a schedule for your ad, as well as
choosing your placements.
Bear in mind that a campaign can include multiple ad sets, each with different targeting,
scheduling and budgeting options selected.
Ad set checklist:
 Build your audience.

 Set your budget and schedule.
 Optional: Set your bid.
 Start creating your ad.
What is an ad?
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Ad is what your customers or audience will see. At the ad level, you'll choose your ad's creative,
which may include things such as images, videos, text and a Call to Action button. Learn how
to design ads that work.
Bear in mind that you can have multiple ads within a single ad set.
Ad checklist:
 Upload one or more images, or a video.

 Fill in the details of your ad, such as the text and header that you want your ad to have.
1.12 Social Listening

Social listening is the process of monitoring digital conversations to understand what customers
are saying about a brand and industry online.
Marketing teams primarily use social listening for community management, such as identifying
customer pain points and providing direct consumer response to questions, complaints, and
comments. It is also used to surface feedback that could help to differentiate their brand, product,
or service.
It helps to engage with the right answers, to influence customers, to help them think positively
about the brand.
Tools Of Social Listening
Mention is one name that’s synonymous with social listening.

It’s a tool created to monitor the web and major social media tools, and informs you every time
someone mentions your name, brand or target keywords. Combine that with analytics
and competitor analysis, and you have a social listening tool that’s hard to beat.
HootSuite is no stranger to the social media scene. It’s been one of the more popular platforms
for publishing, reporting, and monitoring since its debut in 2008.
With all that under its belt, it’s no surprise that Hootsuite also extends to social listening. The
biggest benefit Hootsuite brings to the game is its integration with its scheduling and monitoring
tools. So when someone does mention you, you can reply back ASAP, regardless of the channel.
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Review of
Literature
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CHAPTER-2
LITERATURE REVIEW
Zimmer (2017) stated that “marketing is concerned with a relationship called an exchange
relationship.” Digital marketing is a strategy that provides an individual or organization the
ability to reach clients by establishing innovative practices, combining technology with
traditional marketing strategies.
Robert & Micken (2015) explained that society has experienced an economical shift, driven by
digital technology. Smith (2011) cited Internet World Stats (2010), which pointed out that the
world’s internet user population was projected to exceed 2 billion by 2010. With the rapid
advancement of technology in society, the adoption of digital marketing strategy is more
important than ever.
A marketing strategy that uses technology to enhance an organizatio’s ability to obtain more
exposure starts with a sound strategy. Longo (2016) concurred with these thoughts by expressing
that strategy in digital marketing must be prioritized. The President of EDventure Holding Inc.
Esther Dysan, explained that the internet is not just an additional sales or advertising method,
but has become a tool that has essentially revamped the way that an organization does business.
The President of EDventure continued to express that digitalization is projected to have
exponential growth in the future.
Search Engine Optimization (SEM) is an approach used in digital marketing. Wienclaw (2017)
explained SEM as being an avenue of internet marketing that targets prospective customers that
enter keyword into their search. This is simplistic, but powerful strategy that use keywords to
direct the user directly to an organization or business.
Expectations in terms of producing results and measuring success for advertisement money
spent, digital marketing is more cost efficient for measuring ROI on advertisement
(Pepelnjak,2008). With the availability of so many choices for customers, it is very difficult for
marketers to create brands and increase traffic for their products and service. Online advertising
is a powerful marketing vehicle for building brands and increasing traffic for companies to
achieve success (Song, 2001).
Social media with an extra ordinary example Facebook has opened the door for business to
communicate with millions of people about products and services and has opened new marketing
opportunities in the market. This is possible only if the managers are fully aware of using the
communication strategies to engage the customers and enhancing their experience (Mangold,
2009).
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Need Of The
Study
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CHAPTER -3
NEED OF STUDY
As per the growing era the role of digital marketing is increasing day by day. So I found it
interesting and important to know about digital marketing and to do research on digital
marketing.
Digital Marketing Is a Constantly Evolving Industry

The rate at which technology is evolving is unbelievable; from new social platforms to
new mobile technologies, every day brings a new challenge and opportunity. And given
the rate at which companies are moving toward digital solutions, the future for traditional
and conventional varieties of marketing are bleak. Thus, with each change that is
introduced, there is the need to stay up-to-date.
Consumers are online, more than ever before!
As a marketer one needs to understand the consumers, their behavior and needs in order to
deploy a cogent marketing strategy. India is already the second largest internet consuming
country in the world.
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Objective Of
The Study
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CHAPTER – 4
OBJECTIVES OF THE STUDY
 To study the role of digital marketing communication.

 To understand the key components of a successful digital marketing strategy.
 To study how to use digital marketing in more effective way to promote products and
services.
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Research
Methodology
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CHAPTER -5
RESEARCH METHODOLOGY
Research is a purposeful investigation. The term ‘research’ refers to the systematic method of
clarifying the problems, formulating a hypothesis, collecting the data, analyzing the data and
reaching certain conclusions. Research process starts with defining the research problem,
formulating a hypothesis, design research, collecting data and finally interpretation and
analyzing the data to form a report. Therefore, research methodology is a way to systematically
solve the research problem.
5.1 Research Design

Research design indicates a plan of action to be carried out in connection with a proposed
research work.Objective of this research work is to understand the role of digital marketing
communication from the customer point of view.
5.2 Type of study: Descriptive method

This research is completely based on the description of the factors that helps to understand about
customers and their thinking related to digital marketing. It is basically valued on the various
parameter including personal details of customers, their income-level, usage of social media,
shopping preferences etc.
5.3 Sources of Data Collection

The source of data to fulfill the information need of the study includes both primary and
secondary data.
(a)Primary data
It is collected with specific research objective. The data is gathered by asking questions with the
help of a pre-designed questionnaire and noting them down and also through unstructured
interview. The questions were asked to choose sample.
(b) Secondary data
Secondary data includes data collected from books, internet, newspapers, internshala.com and
other sources.
5.4 Sampling
Sample is defined as the segment of population that is representative of whole population. The
number of individuals in a sample is called a sample size. The sample size taken for the study
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was 35 and the sample belonged to Kalpa as it was near to me. To obtain the representative
sample in this study I choose method of selecting random samples.
5.5 Tools
The method used for simplifying and analyzing the data are known as analytical tools. Simple
mathematical tools have been used for satisfying the objective and with a view of keeping
analysis simple and easily understandable. Graphs, pie chart and other tools are used to show the
results.
Percentage Method: Percentage means multiplying the number of observations/frequency of the

data by hundred and dividing by the total number of observation/frequency. Formula for
calculating percentage is:
P = X/Y*100
Where, P is Percentage, X is No. of respondents of particular option and Y is total no. of

respondents.
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5.6 Data Analyis And Interpretation

The data obtained from different respondents have been analyzed using Microsoft Excel to
conduct a percentage analysis to determine different social media user preference.
5.6.1 Gender wise classification of respondent
Table 5.6.1: Gender Classification
Gender Frequency Percentage

Male 28 40
Female 12 30
Total 40 100
Graph 5.6.1: Gender Classification
Female
30%
Male
70%
The first question of the instrument was their gender. From this question, it was found out that
70% of the users were male and 30% were female respondents. This gives an interpretation that
huge no. of male are users of digital media whether females were less part of digital media user.
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5.6.2 Usage of Social Media wise distribution of the respondents
Table 5.6.2: Usage of social media
Usage of Social Media Frequency Percentage

All 40 100
Total 40 100
Graph 5.6.2: Usage of social media
100%
The second question was, whether they use social media on a daily basis. Interestingly, 100% of
the sample size responded “YES” towards the question’s answer. This gives an interpretation
that the number of internet users has increased which is impacting the digital media a lot.
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5.6.3 Most used form of Social Media wise distribution of respondents
Table 5.6.3: Most used form of Social media
Social Media Used Frequency Percentage

Facebook 29 72.5
Instagram 6 15
Google+ 1 2.5
Youtube 3 7.5
Twitter 1 2.5
Total 40 100
Graph 5.6.3: Most used form of Social media
Youtube Twitter
Google+ 7% 3%
4%
Instagram
15%
Facebook
73%
On the third question, the respondents were asked which social media they use the most. From
the figure, it was found that, most of the samples that is 73% uses Facebook on a daily basis,
Instagram with 15% response rate is in the 2nd position and so on. According to this figure, it can
be said that with huge user base of Facebook, brand should go for facebook in terms of digital
media.
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5.6.4 Profession wise distribution of respondents
Table 5.6.4: Profession
Profession Frequency Percentage

Job Holder 8 20
Housewife 2 5
Entrepreneur 0 0
Students 30 75
Total 40 100
Graph 5.6.4: Profession
Housewives
5%
Job Holders
20%
Students
75%
The fourth question was about the respondent profession. This question was asked to know
which profession group is actually using digital media much. Results shows that 75% of sample
are students, 20% are job holders and 5% are housewives. So for this huge no. of young
population, brands should design youth based products and services.
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5.6.5 Trustworthiness of digital marketing for buying and selling products

and services.
Table 5.6.5: Trustworthiness of digital marketing
Trustworthiness of D.M. Frequency Percentage

Strongly Agree 8 20
Agree 22 55
May Be 6 15
Disagree 2 5
Strongly Disagree 2 5
Total 40 100
Graph 6.5 Trustworthiness of digital marketing for buying and selling

products and services
55%
20%
15%
5% 5%
Strongly Agree Agree May Be Disagree Strongly Disagree
The fifth question to the respondents was to know, whether digital marketing is trustworthy for
buying or selling product or services or not. From the analysis, it can be said that 75% of the
sample agree to the statement which is a great percentage, providing that digital marketing is
trustworthy in making transaction and buying products or services. Here is the interesting part,
only 10% disagrees that digital marketing ecosystem is not trustworthy which is very less
percentage but marketers should work in this.
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5.6.6 Noticing Advertisement wise distribution of respondents.
Table 5.6.6: Noticing Advertisement
Noticing Advertisement Frequency Percentage

yes 39 97
No 1 3
Total 40 100
Graph 5.6.6: Noticing Advertisement
yes No
3%
97%
The sixth question to the respondents was did they ever notice advertisement. So we come to
know that 97% of the sample are seeing ads, 3% of them never noticed advertising.
34 | P a g e
5.6.7 Source of Noticing Advertisement wise distribution of respondents.
Table 5.6.7 Source of Noticing Advertisement
Source of Frequency Percentage

Advertisement
TV 10 25
Online Ads 16 40
Newspapers 7 17
Magazine 3 8
Radio 4 10
Total 40 100
Graph 5.6.7 Source of Noticing Advertisement
TV 25%
Online Ads 40%
Newspaper 17%
Mgazine 8%
Radio 10%
The seventh question was related to previous question that if they noticed advertisements then
from where they notice it. Among 97% of the respondents 40% of sample noticed ads through
online media, 25% on TV and 17% on newspapers etc.
35 | P a g e
5.6.8 Most Important form of media wise distribution of respondents.
Table 5.6.8 Most Important form of media
Important form of Frequency Percentage

media
TV 13 34
Online 19 48
Newspaper 4 10
Radio 2 8
Total 40 100
Graph 5.6.8 Most Important form of media
TV 34%
Online 48%
Newspapers 10%
Radio 8%
Eighth question was related to mentioning one form of media which they give more importance.
It was found out that 48% of the samples were saying they have trust in online ads, 34% were
saying they have in TV.
36 | P a g e
5.6.9 Effectiveness of Digital Media for giving feedback wise distribution of

respondents.
Table 5.6.9 Effectiveness of Digital Media for giving feedback
Effectiveness of DM for Frequency Percentage

giving Feedback
Yes 38 95
No 2 5
Total 40 100
Graph 5.6.9 Effectiveness of Digital Media for giving feedback
Yes No
5%
95%
Ninth question was to know, what they think of the statement, Digital Media is an easy way to
give feedback to different product or services. So, according to the data found through the
survey, 95% of the sample agrees towards the easy and effective feedback providing option in
digital media is proved.
37 | P a g e
5.6.10 Getting information about brands by social media than conventional

sources of communication.
Table 5.6.10 Getting information of brands by social media.
Brand information Frequency Percentage

through social media
1 1 2.5
2 2 5
3 2 5
4 20 50
5 15 37.5
Total 40 100
Graph 5.6.10 Getting information of brands by social media.
50%
37.5%
5% 5%
2.5%
1 2 3 4 5
On the tenth question, the respondents were asked to give their feedback, what they think about
more information about brands through Social Media than other conventional communication
(TV, Newspaper, Billboard and Radio). It was found that 37.5% strongly agrees, 50% agrees, 5%
are not sure and 5% disagrees that the social media helps to get more information on brands than
other conventional communication. So, from the analysis, it can be interpreted that, social media
helps to get more information on brands than any other conventional media.
38 | P a g e
Findings Of
The Study
39 | P a g e
FINDINGS
Digital marketing communication has helped both the business and customers from different
aspects. In digital marketing communication, people can meet their actual hunger where
conventional media is a teaser. Both are interconnected as both helps people get a message and
here is the beauty of marketing. According to the findings and analysis in the previous part, some
key findings of the study are given below:
 Male are the main users of digital media. The percentage of male is higher than females
in social media due to some issues.
 Social media users have increased now and from the sample all the respondents were
using social media on daily basis.
 Online advertisement is really important in promoting business now-a-days.
 Digital media helps conventional media to reach more effectively.
 Most users of social media include youngsters like students and youth.
 95% of the sample were agreed to the fact that digital media is an easy way to give
feedback to different products and services.
 48% of samples are telling they give more importance to online ads and 34% of sample
give importance to TV.
 Maximum of the respondents revealed the fact that they notice ads through online media.
40 | P a g e
Limitations Of
The Study
41 | P a g e
CHAPTER – 6
LIMITATIONS OF THE STUDY
It is not possible for any study to make it accurate due to many obstacles in the collection and
computation of data. Some limitations of the study are mentioned below:
 The sampling frame to conduct the study was small due to less time and other factors.
 To observe the activities of people and come up with a fruitful result requires the huge
amount of time, so the time limit is another crucial limitation of this study.
 Findings of the study are based on the assumption that respondents have disclosed in the
questionnaire.
 In collecting primary data, it is really hard to get correct information from people as they
might not feel comfortable or providing their false feeling.
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Conclusion
43 | P a g e
CHAPTER-7
CONCLUSION
The successful completion of this internship indicates that the future of marketing is in hands of
digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Digital marketing communication is essential to
make today’s brand successful and reach to large number of people.
Digital media is the best platform to make people aware about new products and to attract them
by giving offers. In this contemporary time everyone is busy with some or other work this results
in shortage of time for customers to go to market and spend their time on finding products etc.
Digital marketing is a good option to help people to get whatever they want by sitting at home
simply.
This research report revealed the fact the most of the users are using facebook so marketers
should focus on facebook marketing to attract more customers.
I honestly believe that this project will be at most useful for marketers to understand the digital
marketing and also to plan for future strategies. It was a great experience for me to interact with
people and know their viewpoints.
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Suggestions
45 | P a g e
CHAPTER – 8
SUGGESTIONS
According to the analysis and findings, there are some recommendations for the marketers based
on the study:
o Marketers should do something that can make the female users encourage for using
digital media which may increase the number of female user base in Kalpa.
o The businesses that are still thinking of doing only conventional marketing should start
investing in digital media and make their communication more effective
o Marketers should focus more on producing new, stylish and fashionable products and
advertise it digitally as many users are youngsters. It will help business to grow and
increase their sales.
o 5% of the sample disagreed with the statement that digital media is easy way to give
feedback to products and services. Although the percentage is less but marketers should
work on this thing so that digital marketing should make people comfortable to give their
feedback.
o Marketers should try to provide more information about new brands through digital
marketing means as compared to conventional marketing means.
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References
47 | P a g e
REFERENCES
1) Intenshala.com
2) Kumar, Ranjit,(2005), Research Methodology: A step by step guide for Beginners.
Pearson Education.
3) Digital Marketing Jerry Wind & Vijay Mahajan.
4) Digital media- Dave Chaffey.
5) Internet:
i) www.digitalbuzzblog.com
ii) www.digitalmarketing.com
iii) www.scribd.com
iv) www.googlebooks.com
v) Wikipedia.com
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Questionnaire
49 | P a g e
QUESTIONNAIRE
Hello everyone!
I’m Bandana from APG Shimla University. Please help me do this survey for my internship
report project. This is really urgent for me to complete the report.
It will take you 5 minutes only!
Looking forward t your help.
Instructions: Read questions carefully and mark/tick only one oval.
Name: ……………………
Age: ……………………...
Income: …………………..
1) Sex
o Male
o Female
2) Do you use any social media?

o Yes
o No
3) Which social media do you use the most?

o Facebook
o Instagram
o Google+
o Youtube
o Twitter
4) Your profession:
o Student
o Housewife
o Jobholder
o Entrepreneur
50 | P a g e
5) Digital marketing is Trustworthy for buying or selling products or

services
o Strongly Agree
o Agree
o Maybe
o Disagree
o Strongly Agree
6) Do you ever notice advertisement?

o Yes
o No
7) If yes, from where?

o TV
o Online Ads
o Newspaper
o Magazines
o Radio
8) Mention one form of media from the list below, which you give more
importance?
o TV
o Online
o Newspaper
o Radio
9) Digital media is an easy and effective way to give feedback to different

products and services
o Strongly Agree
o Agree
o May Be
o Disagree
o Strongly Disagree
o
10) You will get more information about the brands through social
media then after other communications (TV, Newspaper, Billboard,
Radio)
51 | P a g e
Less Important
o 1
o 2
o 3
o 4
o 5
Most Important
52 | P a g e

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Project Report on Digital Marketing 2018

Project Report Submitted to the AP Goyal Shimla University, Shimla

In Partial Fulfillment Of The Requirements Of The Degree Of BBA (2016-19)

AP GOYAL SHIMLA UNIVERSITY

MEHLI- SHOGI BYPASS ROAD

(Project Advisor) (External Examiner)

CHAPTER 2 REVIEW OF LITERATURE

CHAPTER 3 NEED OF STUDY

CHAPTER 4 OBJECTIVES OF THE STUDY

CHAPTER 5 RESEARCH METHODLOGY

5.1 Research Design

5.2 Sampling (Design, Methods)

5.3 Data Collection Methods

5.4 Data Analysis And Interoperation

CHAPTER 6 LIMITATIONS OF THE STUDY

Industry: Education, employment

Founder: Mr. Sarvesh Agarwal

Headquarters: Gurgaon, India

Services: Internship matching, online training

Awards and Recognition

Internshala is different thing to different people-

1.2 DIGITAL MARKETING

1.2.1 What is Digital Marketing?

Digital marketing is defined in Wikipedia as “marketing of products or services using digital

1.2.2 Why Digital Marketing?

 Digital marketing is the most powerful form of marketing.

1.3 Creating Blogs

Significance of Blogging in Digital Marketing

Steps In Creating Blog Using Blogger

1.4 Google Analytics

What does Google Analytics measure?

What can you do with Google Analytics?

(1)Acquisition (2)Behavior (3)Conversions

1.5 Email Marketing

1.6 Search Engine

Importance of Search Engine

Search Engine Optimization

How does Search Engine work?

Basically all search engines go through three stages:

Ranking and Retrieval

On Page SEO Techniques

II. Pages need to be understood correctly by the search engine.

III. The site needs to be coded properly.

V. Site should be user friendly.

1.7 Paid Advertising

Basics of Paid Advertising

Ad Network: Platform which brings advertisers and publishers together.

Ad Exchange: Trading of ad impression through demand like stock exchange.

1.7.1 What is AdWords?

Difference between AdWords and Organic Search Results

1.7.2 Advantages of AdWords

1.7.3 AdWords Auction

Maximum Bid*Quality Score +Ad extensions = Ad Rank

1.8 Bidding Basics

1.8.2 Focus on impressions

1.8.3 Focus on conversions (for Search and Display ads)

1.8.4 Focus on views (for video ads only)

1.9 Keywords Match Type

1.10 Youtube Marketing

7 Data-Backed Benefits Of Using YouTube To Market Your Business

1.11 Facebook Marketing

Why Facebook Marketing Is Important?