Brief concept of marketing and its different types

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CHAPTER 1
1 DIGITAL MARKETING
1.1 Meaning:
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, TV and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon
that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and
awareness. Compared to traditional methods of advertising, Digital Marketing offers rather realistic
costs (particularly important for small- and medium-size businesses and start-ups), accurate targeting
and excellent reporting.

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CHAPTER 2
2. DIGITAL MARKETING CHANNELS
2.1 SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid ("organic") search results. SEO may target different
kinds of search, including image search, local search, video search, academic search, news search and
industry-specific vertical search engines.
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 or the
Social book marking, directory submission is the another SEO tactic.
2.2 SEM (Search Engine Marketing)
SEO OR
NICORGA

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Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites
by increasing their visibility in search engine results pages (SERPs) through optimization and
advertising.]
SEM may use search engine optimization (SEO), which adjusts or rewrites website content
to achieve a higher ranking in search engine results pages, or use pay per click listings.
2.3 SMM (Social Media Marketing)
Social media marketing is the process of gaining website traffic or attention through social
M/PAID ADSSE
ID ADSSEM/PA

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media sites.Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting electronic
word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product, service, brand or company.
When the underlying message spreads from user to user and presumably resonates because it appears
to come from a trusted, third-party source, as opposed to the brand or company itself, this form of
marketing results in earned media rather than paid media.
2.3.1 Engagement
In the context of the social web, engagement means that customers and stakeholders are participants
rather than viewers. Social media in business allows anyone and everyone to express and share an
opinion or an idea somewhere along the business’s path to market. Each participating customer
becomes part of the marketing department, as other customers read their comments or reviews. The
engagement process is then fundamental to successful social media marketing.
2.3.2 Facebook Marketing
Facebook is the world's most popular social network for both businesses and individuals. With over
one billion users, your friends and fans are likely already using the platform -- and you should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand on Facebook. Face
book marketing requires a good intellects and unique thinking to make the campaign effective.So
what we have today!!!!
In face book marketing in fact in visual /web marketing your content speaks a loud that is why make

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sure your content should be relevant to your audience and business.
Thumb rules:
 Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it more
attractive.
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for.
 Analyze what works, and what doesn’t work.
2.3.3 Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time.
Whether you’re looking to drive sales, increase brand awareness or launch a product.Twitter marketing
is not much popular than face book but still it has an impact on audience.So what we have today!!!
The very first thing in twitter marketing you need to understand and learn the twitter terminologies
well.
 HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.
 MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username
of whomever you want to mention in your Tweet, and it will appear in the Mentions section
(in the Connect tab). All @username mentions are clickable and link back to the mentioned
individual’s profile.
 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is public, and will show
up in your home timeline and the timeline of the person to whom you are responding. The reply will also be
visible in the home timelines of people who follow both you and the person to whom you sent the reply.

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Meaning, someone not in the conversation has to follow both of the people replying to be able to
read both sides of the conversation.
 RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the
original message to all of your followers.
 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box
and it will automatically be shortened to 19 characters. This makes it easier to fit long URLs
into the 140 character limit.
 FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving something that’s
really interesting to you.
 DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and
receiver should be following each other.
Thumb rules:
 Remember, you just have 140 characters to play around. Compose your message within
120 characters or less and leave atleast20 characters so that others can re-tweet (RT).
 Utilization of # hash tags Tweets with hash tags get twice the engagement of those Create a
list of #Hash tags relevant to your brand Build a campaign around those #Hash tags and invite
followers to re-tweet.
 Costs with images have double the engagement of those without even though users can’t see
them until they click on them. It creates an interest among the audience.
2.3.4 Linked in Marketing
LinkedIn is the world's largest social network for professionals. With over 161 million registered

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users in more than 200 countries, more than two million companies have created LinkedIn Company
Pages to vie for their attention. If you are in B2B business this platform is very useful for you to
connect with companies’ directors and marketing person.
2.3.5 Pinterest
It is a visual discovery social network. It is a way of sharing images of anything, from fashion to pets
to pot plants. You can create your own online pin boards to suits any theme and share to with
likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are female
and aged between 25 and 44. So if you are targeting women Pinterest is the right platform. Pinterest
is now one of the top 10 social networking sites tracked by Hit wise.
How brands can use Pinterest
Pinterest does not encourage product pushing, this means brands must look at crating boards that are
culture and lifestyle related. You can create boards on trends, behind the scenes, preliminary
sketches for products etc.
2.3.6 Instagram
Instagram, the new revolutionary photo-sharing program, making it easier That ever to share your

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best pictures with the world. The social media program allow you to upload, add digital filters, and
then post your pictures on your Instagram-feed, as well as other social networking sites. You can
connect your Instagram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email
account. This makes it easy to share your pictures on multiple platforms all at once.
2.3.7 Google +
Google has described Google+ as a "social layer" that enhances many of its online properties, and that
it is not simply a social networking website, but also an authorship tool that associates web-content
directly with its owner/author. It is the second-largest social networking site in the world after
Facebook. 540 million monthly active users are part of the Identity service site, by interacting socially
with Google +'s enhanced properties, like Gmail, +1 button, and YouTube comments. In October
2013, Google counted 540 million active users who used at least one Google+ service, of which 300
million users are active in "the stream".

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2.3.8 You tube
YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet
after Google, who owns YouTube. YouTube video watching is a significant activity on the Internet,
with over 1 billion visits to YouTube daily and over 100 million videos watched daily. And it's easy
for anyone who sees your video to rate it and share it with his Social Network.
2.4 ODA (Online Display Ads)
Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.

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2.5ORM (Online Reputation Management)
Online reputation management coined by the public relation. Basically ORM is a process include-
 Undertake the comprehensive research and analysis the online content.
 Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.
2.6 MMT (Mobile Marketing)
Mobile marketing is marketing on or with a mobile device, such as a smart phone Mobile marketing
can provide customers with time and location sensitive, personalized information that promotes
goods, services and ideas.

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2.7 EMT (Email Marketing)
It usually involves using email to send ads, request business, or solicit sales or donations, and is
meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or
current customer database.

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CHAPTER 3
3. BUSINESS DEVELOPMENT PROCESS FLOWCHART
It is a standard Business Development process followed by the company and ask me to follow, it is
basic process followed by every startup company in order to approach a client’s initially. Sometimes
they may send teaser E-mailer of a similar domain to the clients before approaching them.
5. Proposal
Making for
Clients
6. Project Closure
3. Cold Calling4. Fixing meeting
1. Market
Analysis and
Market Research
2. Database
Creation of
clients

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3.1 PROCESS 1 – MARKET ANALYSIS AMD MARKET RESEARCH
Market research is any organized effort to gather information about target markets or customers. It
is a very important component of business strategy.
The first step of business development process is to know your target audience well before
approaching them. The main objective behind the market analysis and research of target audience is
to know their online presence and how active they are on web. Market research also helps to estimate
the online marketing opportunities of different sectors over the periods. The intense research is
required while studying the online habits of different sectors keeping competitors in mind.
The proper market research make your task easier while talking to clients as you know about them
well in advance, which help you to answer their question. And can better explain the clients how
they can use web as a medium of approaching the customers in a short span of time.
Market Research includes research about the different sectors. Currently we are targeting on Travel,
Real Estate Sector, Education sectors, Fitness, jeweler in Pune. It includes study of digital habits of
the target sector, their online presence, their online need, etc.
After market research comes the database creation.
3.2 PROCESS 2 – DATABASE CREATION OF CLIENTS
The second step is database creation; once the market is analyzed the database of sector is created
for a company treasure for future.
Database creation includes recording the details of the clients like company details, their online
presence, concerned person from marketing department and their contact details.
During my internship I have created almost six different sectors database as company wants to target
different sectors for exploring themselves.

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3.3 PROCESS 3 – COLD CALLING
Cold calling is the sales process of approaching prospective customers or clients—typically via
telephone, by email or through making a connection on a social network—who were not expecting
such an interaction. The word "cold" is used because the person receiving the call is not expecting a
call or has not specifically asked to be contacted by a sales person. A cold call is usually the start of a
sales process generally known as telemarketing.
The next step is cold calling. It includes contacting the concerned person, explaining him/her in brief
about the organization, conveying that person how digital marketing is helpful for their organization
to achieve online presence, traffic, leads and branding.
My company guide shared a call script with me and also explained me how to talk, what to talk, the
way we should talk to concern person. He also explains how to get a concern person number
(director or marketing person) from the office people.
The main objective of cold calling is to fix the maximum meetings with a concern person so that
further points can be discussed in detail with them.
Cold calling is a first interaction with a concern person and everyone knows first impression is a last
impression. He taught me the way how first impression is made.
During my internship total numbers of calls made by me was 82, calls to real estate sector and fitness
sector.

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3.4 PROCESS 4 – FIXING MEETINGS
The next step is fixing meeting, it stage little critical for a startup, convincing the clients and ask
them to meet you is biggest challenge, But that’s a feel of work. Talking to different people of
different traits was a good experience and successfully fixes the 8 meetings out of which 3 was
attended by me and 1 was converted.
Actual meeting gave you the reality check where you are when your clients know everything, shoots
the too many questions and ask you how you are better than other. At that time you understand the
difference between the dorm rooms to the boardroom.
3.5 PROCESS 5 – PROPOSAL MAKING

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The fifth step is proposal making once meeting is done with a concern person where the various
aspects has been discussed already, and the client requirement can know accordingly the proposal is
made for them enlisting all his requirement related to digital marketing. Proposal includes following
details:
a) Services needed by the client. These services include SEO, SEM, SMM, ODA, ORM, etc.
b) Proper segmentation and targeting according to sector. E.g. If an MBA Education Institute wants
digital marketing services for branding, promotion and lead generation, then our target market would
be, students who have completed their graduation and professionals with 2-3 years of experience
who can opt for Executive MBA.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.
3.6 PROCESS 6 – PROJECT CLOSURE
The final stage is project closure; if all the stage works that means you are close to crack the deal.
Once the deal is cracked the further decision are taken like, preparing the strategies for the same as

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per the clients requirement or the digital marketing channels choose by him/her.
Company make an roadmap or a weekly /monthly plans of the each channel separately and get the
approval from the client to execute the plan and once it approved the plan actually come into an
action.

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CHAPTER 4
4. FACEBOOK GENERIC POSTING
For face book posting you firstly need to understand and study the company profile or its domain
well accordingly one can plan a SMM plan especially face book posting plan which gave an idea
what can be posted on a page to get a maximum engagement.
I was doing a generic posting of six existing clients face book page of a company. I was handling
the three real estate company page, one NGO page, in house pages and one page of different
sector.
Before making a plan I did a proper research of the related sectors face book pages of other
companies in order to know what others are doing, which post create the more curiosity,
engagement, accordingly I framed my weekly plan. While keeping in mind the theme of the page
and creativity.
I mostly post the interactive posts on the face book pages so that fans can interact, comment, like
and share. It is because during my research I came to know people respond more to either for
interactive post or for creativity or innovative idea.

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CHAPTER 5
5. DIRECTORY SUBMISSION

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CHAPTER 6
6. RESEARCH PROBLEMS
6.1 Technical Aspects of problem:
 Finding the online presence of the client.
 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.
6.2 Managerial Aspect of the problem:
 To define SWOT for the client.
 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.
6.3 Business Aspect of the problem:
 To find better business opportunity for ROW.
 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

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CHAPTER 7
7. FINDINGS
 Most of the real sector people actually understanding the value and opportunities of digital
marketing.
 With the study of digital marketing I came to its emergence and extreme growth in today’s
scenario.
 What I found in client servicing is convincing clients is bit complex as they too have complete
knowledge about the digital marketing and also explaining how we are better than others.
 Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will
think about other channels which mean these three channel high acceptance.
 It is easier to approach a company’s if you first send them an E-mailer to related sector and
then call them in fact sometimes the company itself call having seen the E-mailer.

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CHAPTER 8
8 . ONLINE MEDIA SUCCESS STORIES
Trip Advisor branded sites make up the largest travel community in the world, with more than
260 million unique monthly visitors and over 100 million reviews and opinions covering more
than 2.7 million accommodations, restaurants and attractions. The sites operate in 30 countries
worldwide.
While Travelocity's Face book fan base grew by more than 300% and the promotion generated
10,000 additional bookings, according to Burns.
Conclusion
There is an opportunity for travel companies to combine location specific and personalized
customer data to continually market targeted ancillary services, such as discounted spa
treatments, golf course fees or restaurant meals during a customer’s hotel stay based on the
guest’s social profile.

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CONCLUSION
The summer internship project helped me to understand how the corporate business works. The
various departments and its functions and how all are interrelated to each other. Return on web is a
Pune based Digital Marketing firm which shows me the complete process of how they work at each
functional level, especially about the business development as it was my job profile. It is a basic
process for which intensive research is to be conducted to find out the target audience, clients,
sponsors, vendors etc. The business development process starts from research and ends at project
closure. This project has made me understand the various key- points which are is considered to
crack a deal, how to deal with different people.
The company helped me to learn and meet a lot of corporate people, which helped me to understand
the business.

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