Project Report on

The Changing Face of Marketing : Digital Marketing

and Advertising

NU WEB WAVE TECHNOLOGOIES PVT. LTD.

Mumbai

By
Rupali S. Amin
A – 06
MBA I

Post Graduate Institute of Management

Amrut Mody School of Management

April – May 2016

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 Project Report on
The Changing Face of Marketing : Digital Marketing
and Advertising

Summer Internship Training

At
NU WEB WAVE TECHNOLOGIES PVT. LTD.
Mumbai

April - May 2016

Report submitted in partial fulfillment of the requirements of the summer

internship training undertaken for the MBA program.

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 DECLARATION BY STUDENT & FACULTY

Declaration

I hereby declare that my Summer Internship Report entitled “The Changing Face of Marketing:
Digital Marketing and Advertising” submitted in partial fulfillment of the Summer Internship
Program by me is original and is not substantially the same as one which has already been
submitted in part or in full for any such similar qualification to the University to the best of my
knowledge.

Date:
Place: Ahmedabad
Name of the student: Rupali Amin

The work mentioned above is carried out under my guidance.

Date:
Place:

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 ACKNOWLEDGEMENTS

I would like to gratefully acknowledge the contribution of the all the people who took an
active part and provided their invaluable support to me during the course of the project. To begin
with I would like to offer my sincere thanks to Ms. Hetal Jhaveri (Research Guide) for her
guidance at each milestone of my project.

Also I would like to thank Ahmedabad University for giving me such a wonderful
opportunity to improve my skills and abilities by conducting this project. I would like to thank our
faculty members and all those who have steered me in the successful completion of my project
work.

I would also like to thank my parents and family. They were always supporting me and
encouraging me with their best wishes, especially for a step like moving to another city for this
Internship.

Lastly, I also place on record, my sense of gratitude to one and all, at Nu Web Wave
Technologies Pvt. Ltd., Mumbai who directly or indirectly, have lent their expert knowledge. I
would also like to thank my company guide, Ms. Rupal Jain, who at every step helped me and
made me feel at home altogether in a new city, along with giving me a rich experience of the
corporate world with her knowledge and the CEO of Nu Web Wave Technologies Pvt. Ltd., Mr.
Chirag Chandan who offered his expertise on the smallest of issues that I faced throughout my
internship journey.

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 TABLE OF CONTENT

Particulars Page No.

Declaration by Student and Faculty.......................................................... 3

Acknowledgements……………………………………………………... 4
Table of Content………………………………………………………… 5
1. Objectives, Scope and Limitations of the Study
1.1 Objectives of the Study...……………………………..…….. 8
1.2 Scope of the Study………………………………………….. 8
2. Industry Orientation
2.1 Advertising………………………………………………………..
2.1.1 Introduction……………………………………………. 9
2.1.2 Objectives …………………………………………….. 10
2.1.3 Importance…………………………………………….. 12
2.2 Advertising agency………………………………………………. 14
2.3 Digital media marketing or digital marketing…………………….. 16
2.4 Industry Overview
2.4.1 Introduction…………………………………………………….. 17
2.4.2 Prominent players in the Industry……………………………… 19
2.4.3 Employment opportunities in the industry……………………… 19
2.4.4 Porters 5 force…………………………………………………… 20
3. Company orientation
3.1 About the company ………………………………………....... 22
3.2 Organizational and strategic framework
3.2.1 SWOT Analysis……………………………………….. 24
3.2.2 McKinsey’s 7 S………………………………………… 25
4. Training activities
4.1 Branding & business development and marketing flowchart 27
4.2 Training undergone under Sales and Marketing function
4.2.1 Market Analysis and Market Research…………… 28

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 4.2.2 Database Creation of clients………………………. 28
4.2.3 Calling and follow up…………………………….. 29

4.2.4 Fixing up meetings………………………………... 29

4.2.5 Meeting the clients………………………...……… 30

4.2.6 Proposal making for clients according to 30

requirements……………………………………………..
4.2.7 Closure of the deal………………………………… 31
4.3 Training undergone - search engine optimization (SEO) and
social media optimization (SMO)
4.3.1 SEO……………………………………………….. 32
4.3.2 SMO………………………………………………. 33

5. Conclusion………………………...………………………………….. 34
6. Learnings……………………………………………………………... 35
7. References and Bibliography…………………………………............ 36
8. Annexure……………………………………………………………. 37

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 TABLE OF FIGURES

Particulars Page No.

Porter’s 5 Force Model………………………………………………. 20
Departments and functions…………………………………………... 23
SWOT Analysis……………………………………………………… 24
McKinsey’s 7 S……………………………………………………… 25

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 OBJECTIVES AND SCOPE OF THE STUDY

1.1 OBJECTIVES

The objectives associated with the particular internship project of the training undergone at
Nu Web Wave Technologies Pvt. Ltd. are,

 To understand the changing world of marketing and to reflect into the insights of digital
marketing.
 Learning to formulate strategies for clients through thorough observation and executive
study.
 Understanding the changing consumer needs and how websites and other digital platforms
have affected the market space.

1.2 SCOPE

Nu Web Wave Technologies Pvt. Ltd. is a company situated in South Mumbai, which
makes it possible for them to conduct their business in the vicinity of the city of Mumbai, thereby
having clients almost from the city of Mumbai only. Therefore my scope of the report prepared is
within the vicinity of the city of Mumbai.

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 INDUSTRY AND COMPANY ORIENTATION

2.1 ADVERTISING

2.1.1 Introduction

Advertising with respect to a business, is a type of promoting correspondence activity used

to support, influence, or control a group of people to take or continue to take some activity. Most
ordinarily, the coveted result is to drive consumer conduct as for business 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."

The Advertising Association of the UK, defines Advertising as, “Advertising is a means of
communication with the users of a product or service. Advertisements are messages paid for by
those who send them and are intended to inform or influence people who receive them.” Without a
successful advertising administration process set up, the media crusades are not that productive
and the entire showcasing process goes for a hurl. Hence, organizations that have confidence in a
viable advertising administration procedure are dependably a step ahead regarding offering their
products and administrations.

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 2.1.2 Objectives of Advertising:

The primary objective of advertising is to get the word out that you have something
exciting to offer, says George Felton, author of "Advertising: Concept and Copy." There can be
varied objectives or aims as to why advertising is picked up by a firm or an organization as a
whole, other than making sure people notice their product or service. They can be enlisted as:

Trial Continuity

Objectives

Brand switch Switching back

 Trial:
The companies which are in their initial stage of incorporation by and large work for this
goal. The trial target is the one which includes persuading the clients to purchase the new
item presented in the business sector. Here, the sponsors use gaudy and make use of rather
very appealing advertisements to make clients investigate the items and buy for trials.

 Continuity
The objective of continuity is related with keeping the current clients to stick on to the
offering. The advertisers here by and large continue getting something new in the item and
the advertisement so that the current clients continue purchasing their items or services
offered.

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 Brand Switch
This objective is fundamentally for those organizations who need to pull in the clients of
the contenders. Here, the promoters attempt to persuade the clients to change from the
current brand they are utilizing to their product or services by innovation or even better –
feature recognition.

 Switching back
This objective is for the companies who need their past clients back, who have changed to
their rivals. The sponsors use diverse approaches to draw in the clients back like markdown
deal, discount sale, new advertise, some reworking done on packaging, etc.

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 2.1.3 Importance of Advertising:

Advertising assumes an imperative part in today's period of rivalry and competition. If a

business fails even a slightest in making the audience aware about its product or service, it can take
a toll on its overall brand image. Which is why advertising as a marketing tool is very important.
Advertising is one thing which has turned into a need for everyone in today's everyday life, be it
the producer, the brokers, or the client.

 Important for the customers (end users):

Clients are the general population who purchase the product or the service simply after they
are made mindful of the items accessible in the business sector. On the off chance that the
item is not promoted, no client will come to realize what products or services are accessible
and won't purchase them regardless of the possibility that the product or service was for
their advantage. When the audience comes to think about the scope of promoted products
and services, they can look at them and purchase with the goal that they get what they seek
subsequent to spending their money over it. Along these lines, advertising is critical for the
clients.

 Important for the seller or companies manufacturing the product:

Advertising helps in improving the overall brand image of the company in turn increasing
the sales turnover and the profit for the companies. It is the most effective marketing tool.
It helps the companies to identify current market runners, competitions and analyze
skillfully how to introduce or put their product or service in the market. Advertising usually
sets grounds for producers and companies to sell their products. It not only creates a brand
image but sets forth goodwill for the company name.

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 Important for the society at large:
Advertising as a whole, educates the audience. The audience or the society at large benefits
from social advertising that aims at abolishing child labor, smoking injurious to health and
save the girl child, etc. Pressing social issues over advertising on the various media
platforms makes it a crucial element for the society.

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2.2 ADVERTISING AGENCY

A designer that designs, stitches and makes custom clothes for clients is a very similar to
what an advertising agency does for businesses. An advertising agency creates plans and executes
advertising plans based on the business requirement of the clients. Advertising therefore, is
ordinarily done by a third party known as promoting organization or more fondly called an
Advertising Agency. A publicizing organization is an administration based business committed to
creating, planning, arranging, and taking care of promoting activities for its clients independently.
An advertisement agency is free from the customer and gives an outside perspective to the exertion
of offering the customer's items or administrations. An advertising organization can likewise
handle general advertising and marking techniques and deals advancements for its customers too.

Types of advertising agencies typically are:

 Full Service agencies

They are usually large sized and focus on all stages of advertisements. With different
departments working in a synchronism, they have dedicated experts for each department.
They involve in market research to the analyzing of data and creating ad campaigns for the
companies.

 Interactive agencies
These interactive agencies for advertisements use a modern rather not so conventional
mode of communication. These make use of digital media especially online advertisements,
personal messaging. The ads produced are very interactive, having very new concepts, and
very innovative.

 Creative Boutiques
Creative boutiques, as the name suggests, are creative in nature and rely mostly on talent
rather than experience in their work force. No other function is performed other than
creating actual ads. These comprise of their own copywriters, directors, and creative
people.

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 In-House agencies
The In-House agencies for advertisements are as good as the full service agencies.
Organizations with a huge turn over and client base prefer such In house solutions for the
advertisements. Big organizations prefer these type of agencies which are in built because
they work only for them.

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2.3 DIGITAL MEDIA MARKETING OR DIGITAL MARKETING

The term 'advanced advertising' was initially utilized as a part of the 1990s. In the 2000s
and the 2010s, advanced showcasing turned out to be more refined as a powerful approach to make
an association with the purchaser that has profundity and significance. Advanced promoting was
characterized in Wikipedia as "showcasing that makes utilization of electronic gadgets (PCs, for
example, PCs, tablets and diversion consoles to draw in with clients. Computerized promoting
applies advances or stages, for example, sites, email, applications (exemplary and versatile) and
informal organizations". People frequently eluded computerized advertising as 'web showcasing' or
'web promoting' yet its off-base. Advanced promoting spins around the Internet, which discloses
why individuals have a tendency to trust that computerized advertising and Internet showcasing are
synonymous. In any case, they are distinctive. Web advertising falls under the class of
computerized showcasing. Web promoting includes computerized showcasing administrations, for
example, site improvement, show publicizing, and email advertising.

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2.4 INDUSTRY OVERVIEW

2.4.1 INTRODUCTION

The Indian advertising industry has advanced from being a small scaled business to an
undeniable industry. The advertising business often called the publicizing business is anticipated to
be the second fastest developing market in Asia after China. The Indian government has given
gigantic backing to the promoting and advertising industry. Advertising expenditure is forecasted
to increase in the monetary segment, driven by Reserve Bank of India (RBI) arrangements which
could bring about a better business environment. Additionally, proposed licenses for new banks
and better market assessments render the promoting and advertising industry in India a fruitful
space.

India's advertising industry is expected to develop at a rate of 16.8 per cent year-on-year to
Rs 51,365 crore (US$ 7.54 billion) in 2016, floated by positive industry notion and a solid GDP
development of 7 per cent or more. The Print media contributes a major portion to the total
advertising revenue, estimated for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and
digital contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema make up the
balance 10 per cent, which is expected to reduce over the next three years. The online advertising
market in India is expected to touch Rs 3,575 crore in 2016 from Rs 2,750 crore in 2015.The
Internet's share in the overall advertising revenue is estimated to double itself from 8 per cent in
2013 to 16 per cent in 2018, all as a result of digital marketing carving a niche in the industry.

At the last Cannes Awards, the president of the Jury was Piyush Pandey, Group President
and National Creative Director of Ogilvy and Mather conveyed that India is quickly becoming a
viable online advertising center. There is expectation that the online advertising market in India to
heat up. As Lionel Lim, Sun's VP and MD (Asia South), recently stated, "Over the next three to
four years, we want to help create up to 100 dot-com companies in India, each with a market cap
of around $10 billion. That is, perhaps, the biggest investment we can make in this country.”

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Compound annual growth rate of advertising spending in selected countries in the Asia
Pacific region between 2013 and 2018 (Chart.1) (Source: www.marketingland.com)

China 11.8

India 10.7

Indonesia 9

Philippines 8.3

Vietnam 7.4
Countries

South Korea 4.9

Malaysia 4.8

Hong Kong 4.8

Thailand 4.6

Singapore 3.1

Australia 2

New Zealand 0.4

0 2 4 6 8 10 12 14
Compund Annual Growth Per cent

Digital advertising spending in India from 2012 to 2018 (in billion U.S. dollars) (Chart.2)
(Source: www.marketingland.com)

1.4
Ad spending in Billion US Dollars

1.2

0.8

0.6 1.2
0.97
0.4 0.77
0.59
0.2 0.45

0
2012 2013 2014 2015 2016

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 2.4.2 PROMINENT PLAYERS IN THE INDUSTRY

Leading Advertising firms in India are,

 Ogilvy and Mather

 J Walter Thompson India
 Mudra Communication Pvt. Ltd
 FCB-Ulka Advertising Ltd
 Rediffusion-DY&R
 McCann-Erickson India Ltd
 RK Swamy/BBDO Advertising Ltd
 Grey Worldwide (I) Pvt. Ltd
 Leo Burnett India Pvt. Ltd
 Contract Advertising India Ltd

2.4.3 EMPLOYMENT OPPORTUNITES IN THE INDUSTRY

There are tremendous opportunities in Indian Advertising Industries in the country and
abroad. The opportunities include that of account planner, executive, copywriter, visualizer,
creative art director, animator, multimedia expert, photographer, printer, TV producer, media
planner, web developer jobs, web planner, and marketing professional. Candidates qualified in
Commercial Art have great opportunities. MBAs can also play a significant role in client servicing.
However, individual creativity and ability for innovation are more important than academic
degrees. The advertising industry always has a perennial demand of talent.

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 2.4.4 PORTER’S FIVE FORCES

Supplier

Bargaining
Power

Threat of
Potential Entry Industry Substitues
Entrants Competitior Threat of
Substitutes

Bargaining
Power

Buyers

(Fig.1)

Threats of New Entry:

Internet penetration is on the high in India. Certain reports indicate that a normal Indian
will roughly spend 12.7 hourson the web. Certain agencies like we saw earlier hat provide a full
service package are on a rise in India at the moment, and therefore clients who prefer a complete
package give rise to new full package entrants in the market. The cost of setting up a new digital
advertising agency is comparatively lower than most businesses but, cost involved in the
technological support is higher than average. Government interference and laws pertaining to
digital advertising are less and therefore make this industry a fruitful investment initiative.

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Bargaining Power of Supplier:

The Bargaining power of supplier here is considered seemingly high. Certain number of
market players exist in this digital advertising market which have an uphold and an already
existing market share of around 60% firms across India which leads them to have a higher
bargaining power due to expertise and experience. The issue of Real time increasingly tempting
clients to promote their products and services leads the suppliers to have a seemingly higher
power.

Bargaining Power of Buyers:

With reference to the current situation, the buyers here refer to the clients seeking
advertising solutions from the sellers, i.e. advertising agencies or digital marketing firms. The
buyers here are seeking relatively better ideas for their products to be promoted in the market.
Thereby choosing firms and agencies which have a longer and rich experience in the industry. The
power of buyers here is to maintain long term relations with their clients as advertising might be a
onetime event, but its results are recurring in nature and have a direct profit based influence.

Threat of Substitutes:

The threats of substitutes here is high when it comes to conventional media for advertising.
When it comes to digital media for advertising, even though there are multiple media like SEO,
SMO, Websites, etc. the media on the whole represent digital advertising. The main competition
for digital advertisements arises from the TVC front. But the recent reports from the 2014 FICCI-
KPMG suggest that the growth of digital media is higher as compared to other media for
promotion.

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 COMPANY ORIENTATION

3.1 ABOUT THE COMPANY

NU WEB WAVE Technologies Pvt. Ltd. started in 2008, in Mumbai, Maharashtra, India;
as a Software and Website Development Company. Within a year, it had developed successfullyas
a global solution provider for software as well as web based advertising platform& formed a place
as a Software Development and Web Development company. Nu Web Wave, for the past 5 years
has been driven into providing digital marketing solutions for clients across the country. Nu Web
Wave Technologies Pvt. Ltd. is a leading business and Web Service company, delivering world
class automated Private Labeled solutions to Domain Resellers, Web Hosting, ISPs, Web Designs
and Software Development Companies.

Services provided by Nu Web Wave Technologies Pvt. Ltd. include:

 Website Designing
 Graphic Design
 Search Engine Optimization
 Social Media Optimization
 Domain Hosting
 Responsive Web Design
 E-commerce Tool development
 Offshore Personal staffing
 Mobile Applications

Nu Web Wave Technologies Pvt. Ltd. has more than 2000 satisfied clients till date, spread
across Central and South Mumbai. With the head office situated in South Mumbai itself,
they are planning on expanding its scope to newer boundaries.

Nu Web Wave Technologies, Mumbai, India - offers a wide range of web based solutions,
end-to-end creative solutions to meet all web design and development needs for a business. At NU

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Web Wave Technologies, there is a pool of talented web professionals. They not only deliver
superior website design quality but also a range of websites like Static and Dynamic ones that no
other can match. With design technology driving creativity to the limits you can trust. They believe
in providing Web design solutions that will not only enhance your potential client query but will
make you stand out of the crowd.

Departments and functions at Nu Web Wave Technologies Pvt. Ltd.:

Sales/Mar • Human Resource

keting

Business
Develop
ment and
Finance

Web
development
• Graphics
• Print Media

(Fig.2)

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3.2 ORGANISATIONAL FRAMEWORK
3.2.1 SWOT ANALYSIS
Strength
• Cost Advantagous over other
firms in the market
• Simple and less complex
strategies
• Lay man simplified terms for
negotiation
• Customer loyalty
• Experts in all the areas of
digital marketing
• Creativity
Opportunity
• New product development for
a firm
• Newer technological ventures
• Full fledged advertising
packages
• National expansion starting
with state level expansion, i.e.
Pune
• Decentralized decision making
Weakness
• Increasing TVC as a preferred
ad media
• Increasing cost of technology,
ultimately increasing product
cost
• Geographic penetration is
limited
Threats
• Volatile costs, due to
technological or system failure
• Increasing number of
advertising firms as
competition
• Digital media taking over the
entire advertising platform,
forcing people to explore
other ares of advertising
(Fig.3)
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3.2.2 MCKINSEY’S 7’S

Strategy

Skills Structure

Staff Systems

Shared
Style
Values

(Fig.4)

Strategy:

Strategy is the arrangement contrived to keep up and assemble upper hand over the opposition or
competition in the market for any business. At Nu Web Wave Technologies Pvt. Ltd. the planned
strategy to acquire new clients is purely based on the marketing of services provided via internet,
and other sources that include personal selling.

Structure:

The entire organizational structure is included in this aspect, i.e., who reports to whom. At Nu Web
Wave Technologies Pvt. Ltd., a clear pattern or hierarchy is not established as the culture is free
and more informal. Therefore, even though the CEO himself works as a part of the team, the report
and analysis of the work done is also observed by him. There is a COO who takes care of the staff

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members along with a HR executive but the final reporting takes places internally, i.e., self
evaluations.

Systems:

The system of work revolves around the daily activities and procedures that are undertaken to get
the job done. At Nu Web Wave Technologies Pvt. Ltd., it is observant that there is a specific
pattern that is followed for working which involves all the departments to do their part thoroughly
and effectively so that one doesn’t suffer because of the other.

Shared Values:

Called as "super ordinate goals" when the model was initially built up, these are the center
estimations of the organization that are confirm in the corporate society and the general hard
working attitude, sometimes referred to as culture.

Style:

The style of leadership that is taken over or adapted at the organization generally gives an
overview of how it has performed over the years and how it will in the future. A relaxed, casual
leadership may do wonders but it is noteworthy that hard work comes from strain and patience.

Staff:

The employees on the whole and their working capabilities are considered in this aspect with
relation to the staff members and their work ethics at the workplace. At Nu Web Wave
Technologies Pvt. Ltd., the staff members follow a general code of ethics in line with due respect
for seniority as well as a fresh talent.

Skills:

Skills involve the actual skills and competencies of the employees working for the company.

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 TRAINING ACTIVITIES

4.1 BRANDING – BUSINESS DEVELOPMENT – MARKETING FLOWCHART OF

NU WEB WAVE TECHNOLOGIES PVT. LTD.

Market Analysis and Market Research

Database Creation of clients

Calling and follow up

Fixing meetings

Meeting the clients

Proposal making for clients according to requirements

Closure of deal

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4.2 TRAINING UNDERGONE – SALES AND MARKETING

4.2.1 Market Analysis and Market Research

The definition of Market Research is, “The process of gathering, analyzing and interpreting
information about a market, about a product or service to be offered for sale in that market, and
about the past, present and potential customers for the product or service; research into the
characteristics, spending habits, location and needs of your business's target market, the industry as
a whole, and the particular competitors you face.” Typically, market research helps in identifying
not only the target audience, but also collecting information and data regarding potential clients for
future correspondence. At Nu Web Wave Technologies Pvt. Ltd., as an intern, my responsibility
for the first 1 week was to identify the company’s working and relate it to the market and its
functions. Therefore, I did a research about how digital marketing works, and tools such as SEO
and SMO and e-mail marketing are used effectively. The marketing executives helped me
recognize the need of the hour as the new age of digital media marketing has swept off the print
media largely. For the next entire month I had the opportunity to work with the website creation
and SEO function of the company. Though I was not given the work of doing an actual market
research, I was quickly given the opportunity to converse with potential clients.

4.2.2 Database Creation of clients

The data base creation of clients involved typically gathering data of potential clients from
search engines like Justdial and India Mart that has relevant client details. After a week of
experience in collecting data, I was given a set of database that the company had already
established of approximately 5000 individuals that directly had potential clients listed down. The
data base provided by the company included e-mails, phone numbers that were supposed to be
contacted for making them aware about Nu Web Wave Technologies Pvt. Ltd. During my entire
internship at Nu Web Wave Technologies Pvt. Ltd., I have created a strong data base of in multiple
sectors like Pharmaceutical companies, Iron and Metal manufacturer/suppliers, Steel forging

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businesses, Jewelry makers and retail outlets. The complete list of database created cannot be
disclosed here as per the company’s policy.

4.2.3 Calling and follow up

Cold calling is the business procedure of drawing potential imminent clients or customer
regularly by means of phone, by email to those who were not expecting such collaboration. "Cold"
is utilized in light of the fact that the individual accepting the call is not expecting a call or has not
particularly requested that be reached by a sales representative. A cold call is typically the
beginning of a business procedure for the most part known as telemarketing. The following stride
is cold calling. It incorporates reaching the concerned individual, clarifying him/her in a word
about the organization, passing on that individual, in my case of internship, how digital marketing
is useful for their association to accomplish online presence, traffic, leads and branding. My
company guide imparted a call script to me, furthermore, disclosed to me how to talk, what to talk,
the way we ought to converse with the concerned individual. She additionally disclosed how to get
a concerned individual number (chief or marketing individual) from the company/organization
thus called. The primary goal of cold calling is to arrange a meeting in person with the concerned
individual so that further focuses can be talked about in subtle element with them. Cold calling is a
first association with a concerned individual and like it is said that the first impression is usually
the last impression, my company guide taught me the way how early introduction is made and how
to make it fruitful. During my internship period I made calls, and e-mailed prospective clients, the
details of which cannot be disclosed as per the company’s policy.

4.2.4 Fixing up Meetings

The next step in the business development flowchart is the fixing up of meetings with
prospective clients, clients that have shown interest while they were called by me. Convincing the
clients to set up for a meeting becomes a task because larger companies usually prefer their
meetings on the phone because they keep busy, and smaller businesses who genuinely need a
digital marketing system for their company have a lot of market runners for the same.

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 4.2.5 Meeting the clients

Talking to different people of different traits was a good experience and I successfully
fixed up 5 meetings, out of which I attended 4 of them along with the marketing executives of Nu
Web Wave Technologies Pvt. Ltd. The meetings at the clients’ office generally last for about 40-
45 minutes depending on the area of marketing the client is interested in. Since Nu Web Wave
Technologies Pvt. Ltd.’s forte is website designing, SEO and SMO, and effecting web related
services, all the clients with whom I had a meeting already had a set of notions regarding the same.
Therefore the meeting included the rough idea of our business, what they wanted out of our
company, what they already had and what we could provide to them in order to increase the sales.
For me, an actual meeting was like a reality check of all that I had studied in class and that all of it
was making sense here, about the negotiations and the persuasion techniques used, why we as Nu
Web Wave Technologies Pvt. Ltd. are good at what we do and why we are where we are and better
than other firms in the same business market.

4.2.6 Proposal making for clients according to requirements

Furthermore, proposition making once meeting is finished with a concerned individual

where the different viewpoints has been talked about as of now, and the customer necessity can be
known and identified with, all his prerequisites identified with advanced promoting and digital
marketing techniques can be sought out. Proposal making incorporates taking after points of
interest:

a) Services required by the customer. These services administrate SEO, SEM,

SMM, ODA, ORM, and so on

b) Proper division and focusing as per area. Eg. On the off chance that a Metal
manufacturing company needs digital advertising and marketing over the web, then
our objective target audience would becompanies that are into construction and land
development.

c) Detailed clarification of how we will give them every administration.

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 d) It likewise incorporates the valuing points of interest of the administrations and
the pricing.

4.2.7 Closure of the Deal

The last step is the closure of the deal which marks the end of the business development
cell closing the deal and the sales and web development cell starting their work of delivering what
the client wants. I also had the opportunity to handle 1 entire deal on my own starting from making
the calls, coordinating, making sure what they wanted, the meeting, then proposal forwarding till
the extent of an actual website made, delivered to them, then the SEO services incorporated later
on which gave me an exposure as to how the entire process worked.

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4.3 TRAINING UNDERGONE - SEARCH ENGINE OPTIMIZATION (SEO) AND
SOCIAL MEDIA OPTIMIZATION (SMO)

4.3.1 Search Engine Optimization (SEO)

Over 90% of people world over who use the Internet rely on search engines to find or
inquire about a particular business or what they need. Now if we consider the statistics,
considering a lot of search engines around the globe, around 85% of people use Google. The
results on the first page are very crucial since everyone only checks out these results, and no one
really bothers to switch pages. In fact, this is why Search Engine Optimization is very important.
When people search something on Google and they see your website on the search results and
click on them, thus visiting your page. Most of all they are your ideal customers and they are
looking for the exact product/service you are providing. Therefore, if your website isn’t showing
on the first page of the search results, it is highly likely that no matter how attractive your website
is, your potential customers won’t see you but will find your competition. Which is why, Search
Engine Optimization is crucial and very necessary for your business.

At Nu Web Wave Technologies Pvt. Ltd., I learned how to achieve high search engine
rankings for a website by involving the study of the competition, optimizing a site through
keywords and monitoring its progress while continuously making adjustments to the SEO strategy
for the best results. I learned that takes time to see results from our SEO initiatives, but overall it is
the best long-term marketing investment one can make to generate inbound leads from one’s
website.I worked in the analytics development cell at Nu Web Wave Technologies Pvt. Ltd.. I
learned the technique of how to establish more traffic on a website using Search Engine
Optimization and key word development.

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 4.3.2 Social Media Optimization (SMO)

With Big data, a massive amount of digital data is being created daily online via social
media sites. They say that a picture is worth a thousand words, what better way to support this fact
than promoting your business over a visual social media platform – Instagram. Instagram, is the
new Facebook, with over 180 million uploads every day the skilful new and old generation have
found solace in Instagram. Social media marketing depends largely upon engrossing your target
audience while they are busy socialising. Instagram users are not only browsing through the
content on their newsfeed, but are also using Instagram as a tool for searching and connecting to
businesses. Statistics show that 47% of the Instagram user base searches for prospective business
solutions over Instagram.

LinkedIn is the most basic tool on the social media at the moment that lets you establish
connections along with tagging your company or brand over the network. Over the years LinkedIn
has grown into the largest pool of professionals across the globe. Infact, in the last year itself
LinkedIn ahs doubled its user base. Over LinkedIn everything means business, apart from
socialising, LinkedIn focuses on brand presence and professionals from different arenas under one
roof. In the simplest sense, LinkedIn provides nothing but the experience of letting people know
about your business. LinkedIn lets your brand create an impact in the circle of people who are not
just professionals but also seek business from other businesses.

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 CONCLUSIONS

The onset of the advanced age has given clients more optional control over what they
purchase and from whom they purchase. In any case, even with organizations prepared to convey
on out of this world purchaser desires, numerous keep on missing the imprint with regards to
comprehending the clients’ needs and their purchasing venture.

As per, Inc. magazine, “We've moved past the traditional funnel. With today's complex and
evolving consumer journey, it's now essential to have a single view of a consumer across most, if
not all, online and offline interactions," said Brandon Hartness, Marketing Cloud Evangelist
at Adobe. "This gives brands the customer intelligence they need to create effective and impactful
cross-channel campaigns, while also allowing them to optimize engagement across all touch
points. This is the level of sophistication consumers’ demand today--a holistic approach is critical
to driving a consistent and continuous experience, both improving consumer interactions and
overall conversions."

Therefore, Digital marketing and its tools such as Websites, SEO and SMO and PPC
strategies will rule the marketing world sooner than ever and it will be interesting to see what
trends can do to a company’s sales, and also how the traditional theories of marketing will hold
true in the age of digitalization. Also, communication is the key, and the lack of which is the
reason why sales of companies are suffering. Proper and well-designed communication, along with
the state of art technology can create wonders.

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 LEARNINGS

Interning at Nu Web Wave Technologies Pvt. Ltd. has given me nothing but a great
experience of the real corporate world. In a city like Mumbai, where there are endless possibilities
to choose from for internships, I chose Nu Web Wave Technologies Pvt. Ltd. because of the sole
reason that they put intern experience on the top of their training period. This opportunity has led
to me to understand the pros of working in a company that is in its 8th year of inception and has
still achieved great client satisfaction according to statistics. I always had a preference for
Mumbai, as a city for my internship. Since my first Internship in a MNC giant – Siemens AG, I
wanted to do an internship at a comparatively smaller company for the reason that the experience
one gets at a root level is nowhere to be found at an extreme corporate ladder community. My
whole journey and experience has been very lucrative. My experience with Nu Web Wave
Technologies Pvt. Ltd. has made sure that I was given responsibility, more visibility, and got to
work with the people who are actually making the decisions. There were fewer policies and less
bureaucracy, so there always was a smaller chance that I’ll be doing things that just didn't make
sense for me in my role as an intern.

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 REFERENCES AND BIBLIOGRAPHY

1. www.nuwebwave.com
2. www.inc.com
3. www.devetol.com
4. www.marketingland.com
5. Textbook: “Principles of Marketing”, Textbook by Gary Armstrong, Philip Kotler, Sara
Marion Denize and Stewart Adam
6. Interview between Avinash Kaushik, Digital Marketing Evangelist for Google and co-founder
of Market Motive and Stephen Woessner, CEO of Predictive ROI.

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 ANNEXSURES

Attached herewith:
1. Fortnightly Activity Report
2. Student Feedback Form (copy)

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