Project Report

ON

DIGITAL MARKETING OF SMTVALUE.COM

Babasaheb Bhimrao Ambedkar Bihar University

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

RAJ NARAIN COLLEGE HAJIPUR

(SESSION 2019-2022)

SUBMITTED BY :-
Name :- PREM PRAKASH SINGH
Class :- BBA 6TH SEMESTER
Roll No :- 22
Reg.No :- 19BNVBBA022/19
Uiversity Roll No :- 2020222
 Acknowledgement

I would like to express my special thanks of gratitude to my teacher Dr. Ajoy Kumar Singh
& Mr. Rohit Kumar, our Coordinator Dr. Kumar Samarendra Narnia, our principal Dr Ravi
Kumar Sinha who gave me the golden opportunity to do this project on the topic Digital
Marketing It helped me in doing a lot of research and I came to know about a lot of things
related to this topic.
Finally, I would also like to thank my team who helped me a lot in finalizing this project
within the limited time frame.

Prem Prakash Singh

Student
Date ___________
Principal _________________
Coordinator _______________
Class Teacher ______________
Class Teacher _______________
 Table of Contents

Subject Page No.

Abstract 0

Executive Summary 1

Introduction 2

Research Methodology 9

Company Profile 10

Digital Marketing 15

Digital Marketing Impact On Revenue Generation 34

Learning 42

Conclusion 44
 Abstract

In this world of digitisation, digital marketing is a vogue that is sweeping across the whole
world. The trend of digital marketing is growing day by day with the concepts of Internet
marketing that is turning into an important platform of digital marketing along with the
electronic gadgets like the digital billboards, mobile, tablets and smart phones, gaming
consoles, and many such gadgets that help in digital marketing. Flipkart with its innovative
digital marketing have created a niche market in online stores competing with the
conventional stores showing the power of online marketing. The case study analyses how
Flipkart.com has brought in an array digital and online marketing strategies to succeed and
make it big in the digital marketing sector. The case also discusses how Flipkart has had a
huge success in the online marketing sector as they brought in new insights into the digital
marketing field. And a few years from now it will be eventually seen that the conventional
marketing being replaced by digital marketing. Digital marketing is going to be top on the
agenda of many marketers, and they might be looking for innovative ways to market
online, reduce cost per lead, increase click-through-rates and conversion rates, and
discover what’s hot in digital marketing.
 EXECUTIVE SUMMARY

Project title: -
“Digital Marketing & its effects on the Business with reference to smtvalue.com.”

Digital marketing is marketing that makes use of electronic devices (computers) such as
personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks.

Smtvalue.com consultancy solutions has emerged as one of online media companies in

marketplace. The company offers a plethora of services in all online media platforms. The
offerings include marketing and consulting on Facebook, Twitter, LinkedIn, SlideShare,
YouTube, and Google. Though the company was started only two years ago, it is way ahead
of most of competitors through its relentless pursuit of perfection and enormous amount of
creativity which they put in their work. The firm worked with multiple brands on social media
and currently have 4 out of company

The project was in the marketing department of smtvalue.com. The project was “A study on
digital marketing and its impact on revenue generation with reference to smtvalue.com”. This
report will help to get an idea about digital marketing and how the digital marketing has impact
on revenue generation for digital marketing companies and with reference to smtvalue.com.
Through this study we will see how online media companies emerging how they are generating
revenue and how they are growing economically and revenue generation models of online
media companies particularly reference to smtvalue.com.
 INTRODUCTION
To begin with, RN COLLEGE, BBA DEPARTMENT as a part of the curriculum a
internship programme was to be conducted for a period of two months. Given a choice
one was allowed to choose the field in which he/she was interested. As my interest and
curiosity was in online or digital marketing I choose to work with a start-up company
named smtvalue.com, I choose the start-up company because with start I can explore
myself and why digital marketing? Because it is booming industry, the growth of digital
marketing is tremendous and expected to grow more. Due to this summer internship,
I learnt every aspect of digital marketing include (business development process,
content writing, social media) Marketing practices have dramatically shifted with the
rise of social media and proliferation of devices, platforms, and applications. Your
prospective and current customers are trying to communicate with you, and you can
listen and respond faster, and with more personalization than ever before. This shifting
environment presents new opportunities and challenges for marketers. With digital
marketing, it's easy to fall behind. Digital marketing equips you with the tools you need
to assess your organization’s social media and digital marketing strategy and helps you
identify areas of improvement. Useful for individuals from small- to medium-sized
businesses who want to use new media as a vehicle for growth. Organizations are
leveraging digital marketing methods for successful marketing strategy implementation
inbound marketing through publishing content online in the form of portals, podcasts,
ejournals, online campaigns, social media marketing, search services; and outbound
marketing including email marketing, RSS (Really Simple Syndication) feeds and
others. A recent survey of 3300 business executives from various industries indicates
that on an average, 34% of a company’s leads come from inbound marketing verses
22% through1 outbound marketing .
Digital Marketing: -

Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The
basic advantage in this form of advertising lies in its low cost model.

Digital Marketing can be classified into Pull and Push marketing.

Pull

Pull digital marketing technologies involve the user having to seek out and directly grab
(or pull) the content via web searches. Web site/blogs and streaming media (audio and
video) are good examples of this. In each of these examples, users have a specific link
(URL) to view the content.

Push

Push digital marketing technologies involve both the marketer (creator of the message)
as well as the recipients (the user). Email, SMS,RSS are examples of push digital
marketing. In each of these examples, the marketer has to send (push) the messages to
the users (subscribers) in order for the message to be received.

Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such
inputs to final implementation and testing all are done using latest web designing
techniques and skills. Our services have the advantage of offering clarity in its design
style, which is backed up with an easy and free flowing content and latest technical
know-how. Not only we provide affordable web site design and ecommerce web
development services but also search engine friendly designs. Our Service Includes
• Website Design
• Website Redesign
• Shopping Cart Web Design
• Detailed and Advanced Page Layout
• Custom Logo Design
• Banner Ads
• Custom Graphics Design using advanced design tools.
Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage

customers in a more personalized way. Digital marketing trends that organizations are
rapidly embracing include

Mobility:

Business Insider's recent report indicates that globally, one in every five people owns a
smart phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion
smartphones in last four years. Therefore an increased user base accessing the internet
via smartphones has prompted many companies to optimize their online content for
mobile devices.

Social media:

Organizations are focusing on engaging with customers through social media to offer
realtime interactions. Social media helps organizations reach out to a vast pool of
potential customers by supplying them with medical and campaign-related information.

Social-Local-Mobile marketing:

The growing popularity of smart mobile devices, increasing location based social
activities like experience sharing, review reading via social media and the evolution of
Global Positioning System (GPS) are helping companies leverage Social-Local-Mobile
marketing activities.

Personalized Content marketing:

Customer engagement, acquisition and retention have all taken on a new dimension
with the delivery of unique, personalized, and relevant messages through identified
digital channels. Email is one of the most preferred marketing channel to broadcast
targeted organization messages and campaigns to existing and prospective customers.
Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer

behavioural data. Advanced actionable analytics can help organizations define targeted
marketing strategies.

Search Engine Marketing:

Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations

are focusing on SEO efforts and paid search advertising for enhancing the visibility of
their products and services.

One more trend that has been observed recently is the continually mounting costs of
payperclick (PPC) that has resulted in the increased disappointment with this form of
search engine Advertising. According to experts, the reason behind such high costs is
the huge investments made by large business concerns. Consequently, online business
owners have now turned to the organic search results delivered through search engine
optimization to enjoy so many advantages. There is currently more emphasis given to
user-generated content, improved conversion rates, location- or language specific
campaigns, and E-mail newsletters.

The future of online Advertising is going to be more interactive with elevated

bandwidth and computing speed. Viewing and transmitting videos will be a cakewalk
for web surfers. There is also every possibility of witnessing browser-specific results
in the coming days. Social media will consolidate their dominance further. They will
not only make more revenues, but will grab the attention of more and more users as
well. As far as search engine optimization is concerned, the search engine algorithms
and link determination factors will be complicated.

Further, thereby giving a hard time to online Advertising companies. Websites will be
a lot slimmer to enhance user browsing experience. Last but not least, video search will
grow in prominence with the potentiality to dictate the terms in the world of Internet
advertising.
TITLE:

A Study on digital marketing and its impact on revenue generation, with reference to

SMTVALUE.COM

NEED OF THE STUDY:

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

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

 Full service agencies

 Creative agencies

 Specialized agencies

 In-house agencies

 Digital agencies or new media agencies

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

 Traditional methods are expensive. Compared to digital marketing

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

 Digital marketing, on the other hand, refers to marketing methods that

allow organizations to see how a campaign is performing in real-time, such
as what is being viewed, how often, how long, as well as other statistics
such as sales conversions. The digital landscape is moving at a lightning
fast pace. Every industry has been affected by the advances in digital.
Digital marketing is an essential part of this for companies who want to
utilise the power of the internet in order to boost business. The tremendous
scope of Internet Marketing in USA, we have to understand that marketing
through the internet can be an entirely different ball game. In fact it is a
potent combination of technology and marketing acumen.
 Digital Marketing like traditional form of marketing is a highly result
driven and set objective practice. One can’t begin a digital marketing
campaign without setting the campaign objectives. A digital marketer
understands the needs of the clients and visualizes their needs to deliver
what they want. Taking a look at last year’s figures, let’s see what Adages
discovered when looking at the statistics:
• 77% of people interact with brands on Facebook by looking at posts

• 17% share news and experiences with others about the brand

• 13% post updates about brands they have connected with

• 56% said they would recommend a brand after becoming a fan on Facebook

• 34% of digital marketers have generated leads from Twitter so as a marketing

management student it's very essential to research on such an important marketing tool
and study on its impact on revenue generation will help you to know about how
marketing agencies performing.
Scope of the project:

• To understand the digital marketing models.

• To understand marketing effectiveness.
• To understand how digital marketing campaign's takes place.
• To understand how digital marketing agencies works and generating revenue.
• To understand how digital marketing has impact on revenue generation.

Limitations of this project:

i The time span for the project is limited.

ii This revenue generation model completely with reference to SMTVALUE.COM

iii Time of campaigns for some client is more than three months.

iv Advertising expenditure of some companies is confidential so it can’t be revealed

Hypothesis

Digital marketing is marketing that makes use of electronic devices (computers) such as
personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholder
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.
 RESEARCH METHODOLOGY

The research design and methodology is presented as follows

Data collection:
• The task of data collection begins after a research problem has been defined and
research design has been chalked out.
• While deciding about the method of data collection to be used for the study, the
research should keep in mind two types of data viz. Primary and Secondary.

Sources of data

1. Primary Data.

2. Secondary Data.

Primary data:

The observation method is the most commonly used method. Data pertaining to digital
marketing process and most of information is collected from project guide in the
company.

Questionnaire method is also very widely used in order to give a structure to the entire
study.

Secondary data:

Secondary data is collected from already existing sources in various organization

broachers & records. Secondary data for the study were collected from the magazines,
websites & other previous studies. To meet the objectives, the study used qualitative
research. The descriptive study was done through review of existing literature that
helped in validation and extraction of the important variables and factors. Data was
collected from secondary sources. Secondary sources were magazines, websites, books,
office executives, and company data.
 COMPANY PROFILE

Prem Prakash Singh as known as Shashank Shrey started his venture smtvalue.com in
January 2023 saw various small business or enterprise lagging behind just because of
less marketing and sales knowledge or the sales or service was not getting results what
it deserves.

That's why he came up with the idea of smtvalue.com which is Sales Marketing Team.
This team of professionals would assist you all throughout your business to achieve the
desired results .

That's why he came up with the idea of smtvalue.com which is a sales and marketing
team that assists business owners at every step of their growth. And also lets them know
at which step they are falling behind or what is hindering their growth.

This team of professional individual will help you at every step of your business by
charging a minimal amount. You will receive guidance for what's not working for your
company. You will get help in marketing your product or services. You will get help
in advertising your business.

Welcome to SMT Value, the provider of sales and marketing strategies for small
businesses. At SMT Value, we specialize in helping small businesses succeed by
providing customized solutions that help them attract and retain customers, increase
revenue, and achieve their business goals.

Our team of experienced professionals understands the unique challenges faced by

small businesses, and we work closely with our clients to develop sales and marketing
strategies that are tailored to their specific needs. Whether you're looking to increase
your online presence, improve your customer engagement, or develop a comprehensive
marketing plan, we have the expertise to help you achieve your objectives.

At SMT Value, we know that every small business is different, which is why we offer
customized solutions that are designed to meet the specific needs of our clients. Our
approach is collaborative, and we work closely with our clients to develop strategies
that are both effective and cost-efficient.
We pride ourselves on our commitment to quality, and we are dedicated to providing
the highest level of service to our clients. Our team is always available to answer
questions, provide guidance, and offer support, so you can be confident that you have
a partner who is invested in your success.

MISSION :

Customer Satisfaction is our primary objective and we strive for Excellence in it. End
user Contact and Immediate Problem Resolution is our Strength.

VISION :

Our vision is to set the high standards for Digital marketing & Technology around the
world, across all industries through hard work, innovation and creativity until the
preferred outcome is achieved.

WHAT THEY DO :

SMTVALUE.COM services entail Facebook brand building suite, Twitter strategy

planning and implementation, social media platform connects, strategy on social media
applications and SEO and Google AdWords PPC. Its clientele spans across sectors and
includes companies such as Myntra, Indus League, HI design, MakeMyTrip and
Toyota, to name a few. While 75 per cent of its clients are acquired through referrals
and online marketing
DIGITAL MARKETING AND CUSTOMER ACQUISITION :

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO), we
ensure that you reach your objectives in the best possible way.

Social Media

Plan companies social media campaigns to reach your exact target market with the right
communication message.

Video Creation & Marketing

Understanding brand message and creating interactive videos to showcase your brand
presence is our speciality.
E-Mail Marketing

Creating custom mailer designs and execute them to drive your inbound marketing strategy.

Affiliates:

Creating brand partnership by leveraging an ecosystem with over 90 active partners.

Omni Channel Strategy And Business Solutions:

Website Development

Designing and developing , visually appealing and function website which are accessible to
your audience across multiple platforms. We ensure that whatever we deliver has the highest
quality of experience.
Brand Campaigns

Creating integrated campaigns to create brand presence and recall in the mind of your audience

Social CRM

We help understand the key pain areas of your areas of your CRM process and ensure the
elimination of negative impression of your brand across the web.
 OUR CLIENTS OF THE COMPANY :
SevaMart

Founders: Avinash and Pratiksha Singh

Year Founded: 2016

Industry: Local Services

Puchka Party

Founder: Vinit Kumar

Year Founded: 2016

Industry: Food Delivery

Bihar Bytes

Founder: Yashi Malviya and Sukirti Roy

Year Founded: 2016

Industry: Travel & Tourism

Artkala

Founders: Pawan, Puja, and Sneha

Industry: YouTube Channel

Genesys Consulting

Founder: Hansa Sinha, Parimal Madhup

Year Founded: 2011 Industry: Consulting
 DIGITAL MARKETING

What is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
not only email, social media, and web-based advertising, but also text and multimedia
messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it's digital marketing.

Why is digital marketing important?

Any type of marketing can help your business thrive. However, digital marketing has become
increasingly important because of how accessible digital channels are. In fact, there were 5
billion internet users globally in April 2022 alone.

From social media to text messages, there are many ways to use digital marketing tactics in
order to communicate with your target audience. Additionally, digital marketing has minimal
upfront costs, making it a cost-effective marketing technique for small businesses.

Types of digital marketing

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

In push digital marketing the marketer sends a message without the recipient actively seeking
the content, such as display advertising on website and news blogs. Email, text messaging and
web feeds with customized Contents can also be classed as push digital marketing when the
recipient has not actively sought the marketing message. Push marketing allows you to target
your demographics and use your marketing dollars to promote your product to the people you
know are interested in what you have to sell. A push marketing campaign can be more
expensive when it comes to upfront costs, so you really need to be sure that your marketing is
going to reach the right people at the right time. Behaviour targeting is good example for push
digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics and
other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged.

While a pull marketing campaign can be less expensive to get started, you will incur costs in
other ways. For example, if you are running a social media campaign, you will need to hire
someone to manage your social media and respond to people who leave comments or ask
questions. Social media gets people talking and that has a major impact on sales.

Pull marketing also requires a greater investment in time, but it gives you more ability to
entertain your customers and educate them about your company. But don't get confused by
seeing Email in push and pull, there is a difference. If marketer is sending emails with
customized content or banners to specific group of customers is push digital marketing. If
marketer is sending emails with the same content or banner to all customers is pull digital
marketing.

DIGITAL MARKETING CHANNELS:

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 keyword and to remove barriers to the indexing
activites of search engines . Promoting a site to increase the number of back links, or inbound
links, social book marketing, directory submission is the SEO.
Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a
process of submitting your Website URL to theme related Directory like if your site is Health
Related you should Submit your site URL to Health related directories sites for getting Back
link from them.

Types of Directory Submission Sites

Free Directory Submission:

These types of sites are free for directory submission without any cost to the website owner
to add their site and information to get a backlink.
Paid Directory Submission:
These types of sites require payment to list your website on the directory. The fee may be a
one-time cost or an annual charge to maintain the paid listing information and your website’s
backlink.

Reciprocal Directory Submission:

These types of directory submissions are free but require you to add a reciprocal link to your
website back to the directory site. The backlink will only stay active as long as the reciprocal
link is in place.
Global Directory Submission:
These types of websites are for blogs, sites, and businesses that target audiences around the
world.

Local Directory Submission:

These types of sites are used for local businesses to submit their website information and
URL to get a backlink and be listed on the site for local customers to find their business
storefront.
Social bookmarking :
Social Bookmarking is the process of tagging a website page with a browser-based tool so that
you can easily visit it again later. Instead of saving social media posts to your browser
bookmarks, you can use different platforms’ features to bookmark posts. Because the
bookmarks are online, you’ll be able to access them anywhere, from any device with an
internet connection.

Social bookmarking sites began as simple resources for social media and content marketers.

Today, they’re diverse and dynamic online communities, where users discuss links and
develop groups based on shared relevancy.
What is Search Engine Marketing?

Search Engine Marketing (also known as Search Marketing) is the process of getting traffic
from search engines either organically or paid.

Search marketing has two main types: SEO (Search Engine Optimization) and PSA (Paid
Search Advertising).

SEO is the way to get free traffic from search engines by achieving high rankings in the SERPs
and Paid search ads are the process of paying for your ads to appear on search engine results
pages.

What is the main goal of Search Marketing?

The overall goal of SEM is to increase visibility in search engines by achieving higher
rankings in the SERPs (search engine results pages) or top positions for ad placements.

Higher ad positions and rankings mean more traffic and this has a number of added
advantages.

As we will see later, each SEM component has a number of processes and tools.
Search Marketing Types

There are a number of techniques you can follow to improve your presence in search engines
(organically) and to achieve higher positions for your ads.

As mentioned above, these are grouped into two main types, SEO and PSA.

Search Engine Optimization (SEO)

Search engine optimization or SEO is the process of optimizing your website for achieving
higher rankings in search engines for certain keywords.

SEO principles can also help you create high-quality websites with good content and satisfy
the user intent.

Until 10 years ago, SEO was about keyword stuffing, publishing mediocre content, and
building links but this is not the case today.

.
To make the whole process easier, it is broken down into the following SEO
types:

Why is SEO important?

Higher rankings, more traffic:

If your goal with search marketing is to get traffic to your website without having to pay for
ads, then SEO is the way to go.

As mentioned above, the websites that appear in the top 3 positions of the organic results get
more than 60% of the traffic – This statistic alone explains the importance of SEO.

Search engine traffic is targeted:

Open Google and search for anything you want. The websites that appear in the top positions
get thousands of visits from Google on a daily basis.

Depending on the keywords you used, they are probably making thousands of dollars in
revenue (from advertising or selling their own products or services), because search engine
traffic is highly targeted.
Unlike traffic coming from Facebook or other social media networks, organic
traffic converts better since the users have a clear intent in mind before typing
something into Google and it’s not just for curiosity or leisure.

Besides the traffic, SEO offers a number of other advantages and these can be
summarized in the following:

Trust and recognition:

Users trust search engines because they know that they have strict rules as to which websites
are shown in the search results, and in turn, they trust websites that rank in the top positions.

Trust does not only generate more conversions but also increases recognition and brand
awareness and this makes your digital marketing efforts in other channels easier.

SEO can guide you on how to create better websites:

SEO is not just about search engines but it’s mainly about users. To have a fully optimized
website for search engines, it has to be optimized for users first and this is what SEO is all
about.

Paid Search Advertising (PSA)

Besides getting organic traffic from Search engines, the other way to take advantage of the
millions of users that use search engines on a daily basis and get targeted traffic to your
website is through paid ads.

If you search Google you will notice that above and below the organic results, you are
presented with Paid Ads.
SMM (Social Media Marketing):

SMM is the process of gaining website traffic or attention through social 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.

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.
Facebook Marketing

Facebook is the world's mostpopular 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 5% 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

In face book marketing in fact in visual /web marketing your content speaks a loud that is
why make sure your content should be relevant to your audience and business.

Facebook is a low-cost marketing strategy

Marketing activities that would cost the Americands of dollars through other channels can be
used on Face book for a fraction of the cost. This makes it ideal for small to medium
businesses with a limited marketing budget. Larger businesses can also trial marketing
concepts and themes through Facebook before committing to bigger campaigns.
Share basic information about your business
Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about
your staff, history, or any other aspect of your business that is likely to attract other Face
book users and create interest in what you do.

Share pictures and videos from your business

As well as allowing you to post text, Face book lets you upload pictures and videos from
your business. This can be a powerful way to communicate with customers and potential
customers, allowing them to see your product or service without having to visit your
premises.
Facebook also allows users to 'tag' photos to indicate if a Face book friend appears in
them. This function can be used to promote your business. For example, a tour operator
could post a photo on their page of a group going white-water rafting, then invite each
participant to tag their image in the photo. Each tagged image will show up as an update
on the participant's Facebook account, where their friends will see it too. This increases
the level of interest in the picture, and your business.

If you do decide to use tagging, be careful. It can be a privacy issue, and some Facebook
users are sensitive about being tagged in photographs. For this reason, it is better to ask
participants to do the tagging, rather than doing it on their behalf. Talk to existing and
potential customers.

You can use Facebook to 'talk' to existing and potential customers by posting and receiving
messages. But don't use Facebook to aggressively promote your products or services. You'll
have much greater success if you share information related to your business that is actually
useful or interesting to other users. This increases your credibility and promotes your
business by building long-term relationships with other users. For example, a veterinarian
could post tips for looking after pets, timing them according to when particular health issues
arise (e.g. ticks in summer).

You should also listen as much as you talk. Paying attention to what the market thinks about
your business, your industry, a product or a marketing campaign can provide valuable
insights.
Provide customer support

Customers can post after-sales questions on your Facebook wall, and your staff can answer
them there. This is often more efficient than staff answering phone calls, and allows other
customers to read common questions and answers without having to approach you
individually. Raise brand awareness and promote positive word-of-mouth
You can increase your business's profile on Facebook by encouraging existing and potential
customers to click the 'Like' button on your Facebook page. Once they like your page, your
customers will receive your updates on their wall, where their friends will also see them. This
helps to build awareness of your business, and to associate your friends with your brand.
Customers can also post positive messages about your products or services, shared on their
walls for all their friends to see.
Facebook can steer traffic to your website
You can include a link to your website on your Facebook page. Indeed, many businesses
report that the greatest benefit of Facebook is the extra traffic that it steers to their site.
Visitors who come to the website can be exposed to stronger marketing messages and, often,
the option of buying goods and services. Customers who come to your website from
Facebook are likely to be more receptive than the average visitor, because they already know
something about your business and were motivated to click the website link.
Targeted advertising

Facebook was designed as an interactive online forum that encourages members to share
information via photos, video clips, links and written posts. While account owners ultimately
have control of what remains on their public profile, there is little control over who posts
information or what those posts contain. It is relatively easy for a competitor, angry customer
or disgruntled employee to post accusatory comments that are inflammatory, derogatory or
otherwise slanderous to your business on your Facebook wall. Even wellmeaning posters
may use language or photos that are not in line with the image you want to maintain for your
business. Maintaining vigilant control over the content that appears on your Facebook page
takes the time and effort of approved content monitors, which can be costly and
timeconsuming for small business owners.

Cost of Maintenance

Content pages must continually be updated with new information that readers will find useful,
beneficial or interesting for Facebook marketing to be effective. This requires development
of a detailed innovative social media marketing strategy a costly investment for small
advertising budgets. Facebook marketing strategies include video product demonstrations,
interactive forums and online contests, all of which must be created, uploaded, monitored
and maintained by a business owner, staff member or social media advertising agency.
Competition

Marketing platforms executed via Facebook are open to easy duplication by competitors.
Rival business owners can easily pose as “friends” or “fans” to gain access to your content.
Photos, artwork and other images posted to your site are easily accessed and reused by
visitors and can show up in other places you may not approve of. Professionalism Social
media platforms like Facebook were created to facilitate the casual sharing of information
that may not mesh with the professional reputation you want to establish for your business.
For example, Facebook marketing of a nightclub needs to be vastly different from
Facebook marketing of a doctor’s office or law practice. Care must be taken to develop and
maintain a Facebook presence that reflects your corporate philosophy, or it could place your
company at a disadvantage.
Twitter marketing (A game of 40 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
What is YouTube Channel Advertising?

When you create a YouTube channel with the intention of earning money, you obviously think
of advertisements, after all, that is the central apparatus that will make you the moolah.
This is where YouTube channel advertising comes into play.

With the right investment into YouTube advertising, you can give your channel the
muchneeded kick. YouTube Ads can assist you in reaching more and interested audiences and
engaging with them.

Additionally, it holds the potential to boost your channel’s views and subscriber number, lead
to more purchases, website visits, and much more.
ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a

wide range of different formats and contains items such as texts, images, flash, video and
audio. The main purpose is to deliver general advertisements and brand messages to the plus
40 million people connected to the Internet each month.
It is important to choose the right format because it will help to make the most of the medium.

It is also possible to add:

• Video

• Expendables: flash files that expand when the user interacts on mouse over

• Overlays: ads that appear and that it is possible to remove clicking a close button;

• Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed
by the creative.
Standard size

IAB has also created a universal standard for display ad sizes Page text. There are four
dimensions that have been decided as universal and are respectively:

• Banner 728 x 90

• Rectangle 336 x 280

• Skyscraper 60 x 600

• Square 250 x 250

MMT (Mobile Marketing):

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile
marketing can plague customers with time and location sensitive, personalized information
that promotes goods, services and ideas. In a more theoretical manner, academic Andreas
Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".
Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach
the consumer. SMS initially received negative media coverage in many parts of Europe for
being a new form of spam as some advertisers purchased lists and sent unsolicited content to
consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has
become the most popular branch of the Mobile Marketing industry with several 00 million
advertising SMS sent out every month.

Ways of mobile marketing:

MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This
mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones
produced with a color screen are capable of sending and receiving standard MMS message.
Brands are able to both send (mobile terminated) and receive (mobile originated) rich content
through MMS A2P (application-toperson) mobile networks to mobile subscribers. In some
networks, brands are also able to sponsor messages that are sent P2P (person-toperson).
Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing
campaigns at House of Blues venues, where the brand allows the consumer to send their mobile
photos to the LED board in realtime as well as blog their images online.

Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an
option. The Mobile Marketing Association provides a set of guidelines and standards that give
the recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo,
and other major mobile content providers have been selling advertising placement on their
properties for years already as of the time of this writing. Advertising networks focused on
mobile properties, SMS resellers and advertisers are also available. Additionally, web forms
on web pages can be used to integrate with mobile texting sources for reminders about
meetings, seminars and other important events that assume users are not always at their
computers. In addition Mobile websites are another aspect of mobile web marketing and can
be a tool than can used to help make purchasing goods and services easier as well as create
better communication opportunities between trades.

QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their
phone's camera, instead of manually entering a URL. The resultant URLs typically include
tracking features which would be unwieldy if typed by the customer. Originally approved as
an ISS standard in 997, Denso-Wave first

Developed the standard for tracking automobile parts in Japan.QR codes have been growing
in popularity in Asia and Europe, but have been slow to be adopted in North America. Some
high-profile QR campaigns in the United States have included billboards by Calvin Klein in
Times Square, QR codes for every SKU in Home Depot and Best Buy stores, and a scavenger
hunt promoting Starbucks and Lady Gaga.Apple pass bookImplemented as a native app for
iOS6, has employed QR codes as one of the ways that the iPhone (or iPod Touch) users can
take a real world action. I.e. scan the Barcode on their Passbook Pass. In addition to QR codes,
the Passbook (application) also supports PDF47 and Aztec 2D Barcodes.

EMT (Email Marketing)

Email marketing is directly marketing a commercial message 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 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 a current customer database. Broadly, the term is
usually used to refer to sending email messages with the purpose of enhancing the relationship
of a merchant with its current or previous customers, to encourage customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase something
immediately, and adding advertisements to email messages sent by other companies to their
customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To
be qualified as transactional or relationship messages, these communications' primary purpose
must be "to facilitate, complete, or confirm a commercial transactions that the recipient has
previously agreed to enter into with the Sender", along with a few other narrow definitions of
transactional messaging. Triggered transactional messages include dropped basket messages,
password reset emails, purchase or order confirmation emails, order status emails, reorder
emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that
triggered it. But, due to its high open rates (5.3% compared to 36.6% for email newsletters),
transactional emails are an opportunity to engage customers: to introduce or extend the email
relationship with customers or subscribers, to anticipate and answer questions or to cross-sell
or upsell products or services.
Many email newsletter software vendors offer transactional email support, which gives
companies the ability to include promotional messages within the body of transactional emails.
There are also software vendors that offer specialized transactional email marketing services,
which include providing targeted and personalized transactional email messages and running
specific marketing campaigns (such as customer referral programs).

Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate
a promotional message (for example, an announcement of a special offer or a catalog of
products). Companies usually collect a list of customer or prospect email addresses to send
direct promotional messages to, or they can also rent a list of email addresses from service
companies, but safe mail marketing is also used.
 DIGITAL MARKETING IMPACT ON REVENUE
GENERATION

Digital marketing is a new trend in marketing, unlike traditional marketing most of companies
not use their own marketing channels for digital marketing mostly it can be outsourced to third
parties like digital marketing agencies like SMTVALUE.COM. Companies like
SMTVALUE.COM generating
revenue using digital marketing it has great impact on revenue model of these companies.
Spending’s of various companies on digital marketing is a revenue for digital marketing
agencies like SMTVALUE.COM.

Digital agencies:

RESEARCH PROBLEMS

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.

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.

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
 FINDINGS

1. Most of the real sector people actually understanding the value and opportunities
of digital marketing.
2. With the study of digital marketing I came to its emergence and extreme growth
in today’s scenario.
3. 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.
4. 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.
5. 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.
6. American customers are highly information seekers. They collect more
information about quality, price and refer customer’s experiences before
purchasing a product.
7. Advertisements have high impact for creating stimulus in American customers.
But this stimulus will get in to action only through opinion leaders.
8. American consumers have high tendency to go for online purchase. They have
high affinity to go online for electronic products and apparels.
9. One of the current trends in American youth and young Americans are watching
the T.V programs via online portals. May be the main reason is convenience of
time, they can watch programs which they had skipped due to some reasons.
10. The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates
very early; they don’t need to wait for daily newspapers.
11. In both of these cases, one opportunity is lost for marketer and one opportunity
is emerging for them to reach their T.G.
12. More than 90% of the samples have a mobile or Smartphone and laptops or PC.
96% of samples have an internet connection is any of these gadgets, this showing
the penetration of internet in USA.
13. If we take tablet, penetration in American is low. But it doesn’t mean that no one
is using tabs. More than 30% of samples have tablet. For brands they are getting
three more platforms to reach their T.G and engage them.

14. 33% of the samples are using these gadgets while they are with their friends, so
just think about the reach. If one person noticed something which is cool and
awesome they will surely communicate to others.
15. Do you Collect information before purchasing the products?

5%

Yes
No
95%

➢ Survey results showing that 95% of people collect information before

purchasing the products. Only few people don’t bother about info before
purchasing product.
16. What type of information will you collect?

Customer's Experience 21%

Quantity 11%

Attributes 10%

Quality 32%

Price 26%

➢ Survey results showing that people who said they collect information before
purchasing product they mainly concern about the product quality and price least
concern about attributes.

17. Did you ever purchase from an online site?

0% 0%
19%
Yes
81% No

➢ Question asked to most of young people and 81% people said they buy from
online site and only few people said they never purchased from online because
of reliability issues.
18. If yes, then what type of product / services did you purchase online?

Electronic 22%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts 13%

Automotives 3%

➢ People who said they purchase products from online they purchase electronic
products, followed by fashion and travel accessories through online.

19. Do you watch television?

7%00%
%

YES
NO
93%

➢ Question asked to various age people and most of them said yes about 93%
people said they watch television only 7% said NO to television.
20. Do you watch television programs through online

47% Yes
53% No

➢ Survey results showing that almost equal percentage of results.53% people

watch TV programs through online.

1. Do you read Newspapers?

7%

YES
NO
93%

 Question asked to various age people 93% people said they read
newspaper only few people said no to reading newspaper

2. Do you read the News through online?

 26%
YES
No
74%

 93% people said YES to reading newspapers, 74% are reading

newspapers through online portals and only 26% people said NO to read
newspaper through online.

3. Do you have mobile phone?

1%

YES
NO

99%

 Question asked to various age people maximum number of people said

yes that they have mobile phone 99% answered YES that they have
mobile phone.

4. Do you have a tablet?

30%
YES
NO
70%
  Question asked to same students and working professionals and
collected results that 70% people have tablet only 30% people don’t have
tablet.

5. Do you have an internet connection in any of the above mentioned

gadgets?

4%

YES
NO
96%

 Question asked to people who said YES to above asked questions and
96% people have internet connection to any of those gadgets only 4%
people using gadgets without internet connection.

6. When do you use these gadgets?

With friends 33%

College 26%

Office 16%

Watching T.V 25%

 Survey results showing that 33% of people using gadgets when they are
with friends and while watching TV.
  Data was gathered from responses to the following question: What

percentage of your organization's total marketing expense budget is

allocated to digital marketing in 2014?

 Digital Advertising Accounts for 12.5% of Digital Marketing

Budgets

Marketing leaders support a diverse and increasingly complex marketing mix.

We asked marketers how much of their digital marketing budget they're
allocating to different activities such as mobile marketing or analytics. Below
Figure shows that marketers allocated 12.5% the biggest share of their digital
marketing budget to digital advertising. Still, marketers wrestle with digital
advertising's effectiveness. Advertising agencies, technology providers and
brand advertisers are working to address this concern by improving
measurement standards and formats.Content creation and management account
for the second largest share of digital marketing budgets. This is driven, in part,
by the desire to populate the infinite appetites of inbound marketing channels.
Social networks, customer forums, and the blogosphere are examples that drive
inbound inquiries or actions. However,
Reinvesting savings into digital marketing activities is a smart move. And it's a
relatively new activity in a corporate culture where technology has primarily
been used in recent years to cut costs. We don't recommend chasing shiny new
objects unreservedly. Rather, we suggest supporting a culture that is agile and
keeps an open mind to testing new techniques and underlying technologies. It's
okay to fail as long as you fail fast in a program with a limited scope and budget,
and you intend to learn from these early failures.

Figure: Marketers flow Savings Back into Digital Marketing

➢ Data was gathered from responses to the following question: In order to

fund digital marketing, which of the following statements are true?

12. Up to 50% of Digital Marketing Activities Are Outsourced.

The pace of change and needs for specific skills force marketing to seek services
from external providers. We asked marketers to estimate what percentage of the
work is performed internally by employees or contract labour, and what
percentage is performed externally or outsourced.

Culturally marketing is accustomed to outsourcing. Working with agencies,

data providers and external technology providers are an intricate part of
marketing processes. This hasn't changed and may be increasing. The responses
reveal that digital marketers need help lots of it with specialized tasks such as
search marketing, online advertising and mobile marketing. For the most part,
marketers outsource one-third or more of their work to an agency, digital
services organization or other external provider. Below Figure shows that, on
average, marketers outsource one-half of their search marketing the highest
proportion of any marketing activity. Media companies, financial services firms
and retailers keep a majority of their search marketing work in-house. Digital
marketers are more likely to maintain social marketing inhouse, with one
exception: Marketers at manufacturers outsource 53% of their social marketing
activities. We find that social analytics, and content creation and management
are areas of focus for outsourcing.Monitoring and analysing social activities
require time and new technologies. And keeping customers interested through
social channels requires constant feeding and nurturing with new content.As a
rule, outsourcing your digital marketing activities is a smart tactic when
 LEARNINGS

1 Get to know about challenges and opportunities for digital marketing in

USA.
2 Gain basic understanding of SEO, SEM, SMM, ORM, etc.
3 Fulfilling each and every requirement of client is very important
regardless of whether that requirement is small or big.
4 I learned how to pitch the client while meeting.
5 I experienced the corporate feeling which gives me a good exposure.
6 I was able to put in practice what I have learnt in my first year of
marketing management curriculum. Leadership quality, it’s all about the
impact you have on other people. You need to have leaders within an
organization. Leaders will deal with the customer, project, etc. as a
leader.
7 Healthy Competition forced to do better job the trick is to learn from
your competitors quicker than they can learn from you. Always look for
your competitors’ strengths.
8 Digital marketing work is all about a team work and it always try to give
best out of all.
9 Time management is the big management lesson I have learnt as make
individual more divert to words it work.
10 How to do a formal communication, the way how to communicate with
each level of management to get work done.
11 Every day same task, but the situations are different

12 It’s not only from my experience, but also from my observation. All
colleagues are doing the same type of work, but the situation is different.
Sometime they have problem with a client, but on the next day they
problems with vendors or with creative team. While coming to me, my
first month was more concentrated with pitch presentation. Industry or
clients are different or requirements of the client are different, but
contents or the flow of pitch presentations are same.