INDEX

CHAPTERS TABLE OF CONTENT

1 COMPANY PROFILE
1.1 ABOUT THE COMPANY
1.2 NETSPACE FOCUS
1.3 CLIENTS
1.4 INDUSTRY WISE DETAILS
1.5 VISION
1.6 MISSION OF THE COMPANY

2 INTRODUCTION

3 ABOUT PROJECT
3.1 OBJECTIVES OF THE STUDY
3.2 SCOPE OF THE STUDY
3.3 NEEDS OF THE STUDY
3.4 LIMITATIONS OF THE STUDY
4 ANALYSIS, OUTCOME AND LEARNING AS INTERN
4.1 HISTORY OF DIGITAL MARKETING
4.2 MOMENTOUSNESS
4.2.1 IMPORTANCE OF GOOD ARTICLES IN
DIGITAL MARKETING
4.2.2 IMPORTANCE OF GOOD GRAPHICS
DESIGNING IN DIGITAL MARKETING
4.2.3 IMPORTANCE OF EFFECTIVE
COMMUNICATION ON THE INTERNET

4.3 DIFFERENT CHANNELS TO INCREASE THE

TRAFFIC.
4.4 PSYCHOLOGICAL EFFECTS: DIGITAL
MARKETING
4.4.1 PSYCHOLOGICAL IMPACT: GOOD ARTICLE
4.4.2 PSYCHOLOGICAL IMPACT: VISUALS &
GRAPHICS
 4.5 THE RISE OF DIGITAL TECHNOLOGY AND DIGITAL
MARKETING
4.6 DISADVANTAGES OF DIGITAL MARKETING
4.7 MY EXPERIENCE AT ONEX SOLUTIONS
4.8 WORK AS DIGITAL MARKETING INTERN
4.9 TASKS ASSIGNED

5 CONCLUSION AND SUGGESTION

6 ABOUT HRM AND ITS RESEARCH METHODOLOGY

 CHAPTER 1: COMPANY PROFILE

1.1 ABOUT THE COMPANY

Netspace Software is the one-stop shop for all your IT needs. Our team of experts provides
complete IT solutions – from website designing & development, custom software development,
mobile application development to digital marketing services and bulk SMS services.

Netspace Software Solutions Pvt ltd specialize in developing custom software solutions that are
tailored to your unique needs. Our experienced team of developers create high-quality websites
development, custom software development and mobile apps development that are designed to
help your business grow. Get in touch today to start building the perfect.

2
1.2 NETSPACE FOCUS :
NetSpace Software Solutions is a web development company offering design, development,
mobile apps, SEO, and custom solutions. We pride ourselves on transparency, technical
expertise, quality service, and dedicated support.

NetSpace Software Solutions focuses on cost-effective, high-quality solutions tailored to client

needs. We help businesses achieve their objectives and innovate to meet evolving market
demands.

What We Do

Netspace Software Solutions Pvt Ltd, Ujjain (since 2012), provides innovative IT solutions
including web design, custom software, UI/UX, mobile app development, SEO, digital
marketing, hosting, and domain registration.
 • Real Estate

• Retail Business
1.4 INDUSTRY WISE DETAILS • Health Sector
Automobile
• Restaurant •
• Shopping mall Education
•
• Event Travel and Tourism
•
• Brand Media and Entertainment
•
• E- commerce Start up
•
• FMCG
• Radio channel
• Recruitment

4
1.5 VISION OF THE COMPANY:
A marketing firm's vision is a statement that outlines its purpose, values, and aspirations for the
future. A vision for a marketing firm typically focuses on the company's mission to help its clients
succeed by creating innovative and effective marketing strategies.

A well-defined vision for a marketing firm should align with its mission and values, and it should
inspire and guide the company's employees, stakeholders, and clients. A vision for a marketing
firm may include the following elements-

• Innovative and effective marketing strategies:

A marketing firm's vision should emphasize its commitment to creating innovative and
effective marketing strategies that help its clients reach their target audience and achieve
their goals.

• Client-focused approach:
A marketing firm's vision should reflect its commitment to putting its clients first,
understanding their needs, and delivering high-quality, personalized services that help
them succeed.

• Empowering businesses and communities:

A marketing firm's vision should include a desire to help businesses and communities grow
and thrive by providing them with the tools and resources they need to succeed.

• Ethical and sustainable practices:

A marketing firm's vision should also emphasize its commitment to conducting business
in an ethical and sustainable manner, and to using marketing strategies that promote
positive social and environmental outcomes.

• Growth and development:

A marketing firm's vision should also include aspirations for growth and development, and
a desire to continuously improve and evolve its services to meet the changing needs of its
clients.
In conclusion, a marketing firm's vision should be a clear, concise, and inspiring statement that
outlines its purpose and aspirations for the future. It should serve as a roadmap for the company's
employees, stakeholders, and clients, guiding them towards a shared goal of helping businesses
and communities succeed through effective marketing strategies.

1.6 MISSION OF THE COMPANY:

6
The mission of a marketing firm is a statement that defines the company's purpose and explains
what it aims to achieve. A mission statement should be concise, inspiring, and provide direction
for the company's employees and stakeholders. The mission of a marketing firm typically includes
the following elements-

• Helping clients succeed:

A marketing firm's mission should emphasize its commitment to helping its clients succeed
by providing innovative and effective marketing strategies.

• Delivering high-quality services:

A marketing firm's mission should reflect its commitment to delivering high-quality,
personalized services that meet the unique needs of its clients.

• Building lasting relationships:

A marketing firm's mission should also emphasize its commitment to building lasting
relationships with its clients, based on trust, transparency, and mutual respect.

• Promoting ethical and sustainable practices:

A marketing firm's mission should include a commitment to conducting business in an
ethical and sustainable manner, and to using marketing strategies that promote positive
social and environmental outcomes.

• Driving innovation and growth:

A marketing firm's mission should also include a desire to continuously improve and
evolve its services, and to drive innovation and growth in the marketing industry

CHAPTER 2: INTRODUCTION

7
2.1 DIGITAL MARKETING
Digital Marketing is a broad term that refers to any marketing initiative that uses online media and
the internet. Digital marketing can take place through mobile devices, on a subway platform, in a
video game, or via smartphone application. Digital marketing includes email, social media, and
web-based advertising, text and multimedia messages as a marketing channel. Before employing
digital marketing techniques, it is important to understand the target customer by understanding
their needs and interests. Marketing teams can use social media to build brand awareness and
establish a voice that can make them popular to follow and share. Digital Marketing, also referred
to as Online Marketing, Internet Marketing or e-Marketing, refers to the use of digital channels
such as websites, social media platforms, search engines, email and other forms of digital
communication to promote marketing initiatives. Leveraging Online media such as Websites and
social media allows brands to reach potential customers across multiple devices while using the
internet. Search engines and other channels such as email or mobile apps are key components in
a digital marketing strategy. Using the internet and connected devices such as computers and
mobile phones can help marketers reach consumers with their advertising message in multiple
ways. Search Engine optimization (SEO) helps brands improve their visibility on search engines
websites while also optimizing content for mobile devices.

Digital marketing includes the use of social media, web-based advertising, content marketing,
search platforms, and customer communities to attract customers via email, social media and other
channels. It also includes not only email but also webinars, multimedia messages, text messages
and geolocation mobile marketing.

Digital marketing is a broad field that encompasses many different types of electronic technologies
such as video and text multimedia. It is a general term for any marketing efforts that use digital
technologies. Companies use digital marketing to reach their target audiences in an efficient
manner in order to increase sales and brand loyalty.

It consists of internet marketing, display advertising, and other digital media such as phones and
other digital platforms. Advertising enables marketers to reach internet users through paid ads on
websites, mobile devices and computers. Whereas it uses third party sites to display relevant

8
advertising based on user data collected from smartphones, apps, computers, and mobile phones.
Digital technologies are used to promote products or services on multiple platforms such as video
game consoles, desktop computers, and even subway platforms. Mobile devices are a key
component of digital marketing as they allow marketers to reach more prospects than ever before.

With online advertising presence, measuring response rate of digital campaigns, and providing
great customer experience, digital marketing brings more potential customers to the organization.
However, if limiting marketing platform to just the internet, a lot of valuable opportunity will be
missed out, to market products in other ways like phone and offline campaigns. Marketers need
to understand that having an internet connection does not mean everyone is in the digital world.
There are still many people who rely on phones for communication and accessing information.
Thus, importance of digital marketing for marketers is advantageous to build their brand through
phone marketing as well as through many other offline ways.

When it comes to digital marketing, developing a good strategy is the key. This includes
understanding the target audience and offering products and services that meet their needs. In
addition, company should also be using strategies like media content marketing and optimizing
the website for supporting digital channels. It is important to diversify lead generation so you don't
put all the eggs in one basket. Social media plays an important role in this process as it helps guide
potential customers to convert into the highest quality leads for business.

Digital marketing is a great way to market the website, attracting their target customers and
growing the business. It can be used to contact potential customers, use online content, and design
websites that will attract people to become customers. It is also important for companies to
leverage marketers for their digital inbound tactics. Marketers can help create assets such as
videos, blogs, and eBooks that will draw consumers in and help them become people who would
buy the products. The first point of contact with potential customers is important and should
include a callto-action, pricing point or goal.
Digital Marketing is becoming increasingly popular for businesses in their marketing efforts.
Leveraging marketing teams can help businesses drive successful marketing efforts and ensure
they reach their customers. A popular way to use marketing teams is to build their brand, attract

9
large customer case, target customers and drive inbound leads. Social media is also an important
part of digital marketing strategies as it allows businesses to establish a voice, share videos, GIFs
and multimedia messages. SMS is also particularly important for reaching customers as it allows
businesses to spend a minimal amount of time and money on targeting customers and still reach
them with text or multimedia messages.

Digital marketing has become one of the most important ways for businesses to reach their
customers and prospects. By using digital media, content marketing, and various new
communication channels, businesses can create a personalized experience for their prospects and
customers. Customers expect brands to use people to make sense of the analysis they have
collected over the past decades in terms of what ways they can enhance their people’s experiences
with their products and services. Digital content is also particularly important as it allows
businesses to create a more engaging experience for prospects and customers.

Digital marketing strategies are becoming increasingly popular due to their nonlinear nature and
ability to reach target customers. A digital marketing platform encompasses multiple online
channels that can be used to reach prospective customers, such as search result ads, email ads, and
media buying. Measurement brand tracking allows companies to measure the performance of their
campaigns in order to optimize them for better results. Traditional marketing techniques have also
been incorporated into digital marketing in order to gain a larger reach with a greater sales funnel.
Customer feedback is also an important component of digital marketing as it allows companies to
gather valuable feedback from their customers in order to improve their services or products.
Reaching prospective customers through social media is another important aspect of digital
marketing which includes promoted tweets and sponsored posts on Instagram. Television and
radio advertising are still popular tools for reaching out potential customers but the available tools
offered by digital marketing give businesses a more targeted approach when trying to reach out to
their target market.

Digital marketing specialists work on content marketing, email and social media marketing, and
other digital activities to support the business launches and ensure that the products they are selling
are seen by their potential customers. Companies are using digital media to create promotional

10
content that will be seen by people searching for their products or services. They can track the
campaigns performance and individual campaigns as well as measure their search engine
optimization efforts with getting great results. Digital channels such as Google Ads, Facebook
Ads, paid search, Instagram ads help reach people who would not have seen the same type of ad
in a traditional setting.

Transforming the marketing through digital channels has commercial benefits, as it allows to reach
exposed customers in a natural and regular manner. Creating a digital strategy with powerful
reasons to persuade colleagues or clients will yield good news for the business and yield variety
of strategies.

11
 CHAPTER 3: ABOUT THE PROJECT

3.1 OBJECTIVES OF THE STUDY:

The objectives of making a project on an internship in digital marketing can include:

• Understanding digital marketing tools and techniques:

Digital marketing involves using various tools and techniques to promote products and
services online. The project should focus on understanding and using these tools and
techniques to achieve marketing objectives.

• Learning about different digital marketing channels:

There are several digital marketing channels such as search engine optimization, social
media marketing, email marketing, and content marketing. The project should provide
exposure to different channels and help the intern understand the strengths and weaknesses
of each.

• Measuring and analyzing campaign performance:

Digital marketing campaigns are data-driven, and it is essential to measure and analyze
their performance to optimize them continually. The project should involve setting up
metrics and analyzing campaign performance to identify areas for improvement.

• Developing strategic thinking skills:

Digital marketing is not just about executing campaigns; it also involves developing
strategic plans that align with business goals. The project should challenge the intern to
think critically and develop strategic plans to achieve marketing objectives.

• Gaining practical experience:

The primary objective of a digital marketing internship is to gain hands-on experience in
the field. The project should be designed in a way that allows the intern to apply the
theoretical concepts learned during the internship to real-world situations.

12
 • Developing communication skills: Digital marketing involves collaborating with different
teams, such as content creators, designers, and developers. The project should provide
opportunities for the intern to communicate effectively with different teams and
stakeholders.

Overall, the objective of a project on an internship in digital marketing is to provide the intern
with practical experience and skills that will prepare them for a career in digital marketing.

13
3.2 SCOPE OF THE STUDY:
The scope of study of a project in digital marketing internship can be wide-ranging and may
include the following:

• Search engine optimization (SEO):

SEO involves optimizing websites to rank higher in search engine results pages. The scope
of the project could include researching keywords, analyzing competition, and optimizing
website content for SEO.

• Social media marketing:

Social media marketing involves promoting products and services on social media
platforms. The scope of the project could include developing social media content,
creating social media campaigns, and analyzing social media metrics.

• Email marketing:
Email marketing involves using email campaigns to promote products and services. The
scope of the project could include developing email campaigns, creating email templates,
and analyzing email metrics.

• Content marketing:
Content marketing involves creating and distributing content to attract and engage a target
audience. The scope of the project could include developing content strategies, creating
content, and analyzing content metrics.

• Pay-per-click (PPC) advertising:

PPC advertising involves placing ads on search engine results pages and other websites
and paying for clicks. The scope of the project could include developing PPC campaigns,
creating ad copy, and analyzing PPC metrics.

14
15
 Analytics:
Analytics involves measuring and analyzing campaign performance to optimize
• campaigns. The scope of the project could include setting up analytics tools, analyzing
data, and creating reports.

Website design and development:

Website design and development involve creating and optimizing websites for user
• experience and search engine optimization. The scope of the project could include
designing and developing websites, optimizing website content, and analyzing website
metrics.
14

17
3.3 NEEDS OF THE STUDY:
The needs of a project in digital marketing internship may vary depending on the objectives and
scope of the project. However, some common needs of such a project include:

• Access to digital marketing tools and resources:

To effectively execute a digital marketing project, the intern will need access to digital
marketing tools and resources such as analytics tools, social media management platforms,
and email marketing software.

• Guidance and support from a mentor:

The intern will require guidance and support from a mentor who has experience in digital
marketing. The mentor can help the intern understand the industry, provide feedback on
the project, and answer any questions the intern may have.

• Collaboration with other teams:

Digital marketing involves collaboration with other teams such as content creators,
designers, and developers. The intern may need to collaborate with these teams to create
and execute digital marketing campaigns.

• Clear project objectives and timelines:

The project should have clear objectives and timelines that are communicated to the intern.
This will help the intern stay on track and ensure that the project is completed on time.

• Opportunities for learning and development:

The project should provide opportunities for the intern to learn and develop new skills.
This can be achieved by assigning tasks that challenge the intern, providing access to
training resources, and encouraging the intern to ask questions and seek feedback.
 Access to data and metrics: To measure the success of the project, the intern will need
access to data and metrics. This will allow the intern to analyze campaign performance,
• identify areas for improvement, and make data-driven decisions.

19
16
3.4 LIMITATIONS OF THE STUDY:

• Limited Access:
Depending on the company's policies and the scope of the project, you may have limited
access to the data or tools you need to complete the project successfully.

• Time Constraints:
Internship projects usually have a defined timeline. You may have to complete the project
within a short period, which can limit the amount of research or analysis you can perform.

• Limited Resources:
The company may have limited resources for the project, which may limit your ability to
collect data or perform analysis.

• Dependence on Others:
Depending on the project, you may have to work with other team members, who may not
have the same level of commitment or availability as you do.

• Lack of Control:
As an intern, you may not have complete control over the project's direction or decisions,
which may limit your ability to make changes or improvements.

• Limited Impact:
Depending on the scope of the project, the impact of your work may be limited to a
specific area or audience.

• Unclear Goals:
The project's goals may not be clearly defined, making it difficult for you to measure
success or make informed decisions.

It's essential to communicate any limitations or obstacles you face during the internship project
to your supervisor, so they can provide guidance and support as needed

21
CHAPTER 4: ANALYSIS, OUTCOME AND LEARNING AS INTERN

4.1 HISTORY OF DIGITAL MARKETING

Digital marketing has come a long way since its early days in the 1990s. At the time, the internet
was still in its infancy and companies were just starting to realize its potential as a marketing tool.
The first online advertising campaigns were launched, primarily through email and banner ads.
These early efforts were basic, but they laid the foundation for the digital marketing industry that
we know today.

As the internet continued to evolve and technology advanced, new forms of digital marketing
emerged. Search engine optimization (SEO) became a crucial component of digital marketing, as
companies sought to improve their visibility on search engines like Google and Bing. Pay-perclick
(PPC) advertising also became popular, as companies could target specific audiences and only pay
when their ads were clicked on.

The rise of social media in the early 2000s had a major impact on digital marketing. Platforms like
Facebook, Twitter, and LinkedIn allowed companies to connect with consumers in new ways, and

22
social media marketing became an important aspect of digital marketing strategy. Content
marketing also gained popularity, as companies began creating valuable, informative content to
attract and engage consumers.

The advent of smartphones and mobile devices in the early 2000s also had a significant impact on
digital marketing. These devices allowed for targeted, personalized advertising to be delivered to
consumers on-the-go. Mobile marketing became an important aspect of digital marketing, and
companies had to adapt their strategies to reach consumers on mobile devices.

In recent years, the use of artificial intelligence and machine learning has become increasingly
prevalent in digital marketing. These technologies allow for more sophisticated targeting and
personalization, enabling companies to reach the right consumers at the right time with the right
message. Additionally, the rise of influencer marketing, virtual and augmented reality, as well as
chatbots also became an important aspect of digital marketing strategy.

the history of digital marketing has been one of constant evolution and adaptation to new
technology. From the early days of email and banner ads to the sophisticated use of AI and machine
learning today, digital marketing has come a long way. As technology continues to advance, the
digital marketing industry will undoubtedly continue to evolve and change, providing new
opportunities for companies to connect with consumers.

4.2. MOMENTOUSNESS OF DIGITAL MARKETING

• BETTER REACH:

23
Better Reach in digital marketing refers to the ability to reach and cover a larger and more
targeted audience through various digital channels. This can be achieved through a number
of different strategies and tactics, such as:

i. Search Engine Optimization (SEO): By optimizing website and online content to

rank higher in search engine results pages, one can increase visibility and reach
more potential customers.

ii. Paid Advertising: Paid advertising, such as pay-per-click (PPC) and social media
advertising, can help increase reach by targeting specific audiences and
demographics.

iii. Influencer Marketing: Partnering with influencers in the industry can help increase
reach by tapping into their existing audience.

iv. Content Marketing: Creating valuable and informative content can help attract and
engage potential customers, increasing the reach over time.

v. Email Marketing: Building and maintaining an email list can help increase reach
by reaching out directly to potential customers.

Overall, achieving better reach in digital marketing requires a comprehensive approach that
utilizes a variety of different strategies and tactics. It's important to understand the target
audience and to use data and analytics to continuously optimize the campaigns for better
reach.

Many people around the world are spending their time online these days to surf the Internet
to find products, Maximizing the online presence is key to capitalizing on this massive
audience. This is where digital marketing comes into play. Digital marketing is about

24
reaching the right people at the right time. Therefore, to improve the audience reach, user must
first have an attractive online store that is easy to navigate.
In this process, various media of digital marketing ultimately help in brand building.
Payper-click marketing, social media marketing, search engine optimization, content
marketing, and more.

HAVE THE ABILITY TO COMPETE WITH BIGGER COMPANIES:

Smaller companies can certainly compete with larger companies in digital marketing, by
utilizing a number of different strategies and tactics. Some key ways that smaller
companies can compete with larger companies include:
i. Niche targeting: By focusing on a specific niche or industry, smaller companies
can target a smaller but more engaged audience and be seen as experts in that field.

ii. Personalization: Smaller companies can create a more personal and authentic
connection with customers by using personalized messaging and targeted
marketing campaigns.

iii. Flexibility and agility: smaller companies have the advantage of being able to
move quickly and pivot their strategies as needed, whereas larger companies may
have more bureaucratic processes in place.

iv. Cost-effectiveness: Smaller companies can use digital marketing channels that are
more cost-effective than traditional advertising, such as social media, email
marketing, and content marketing.

v. Stronger relationships: smaller companies can often build stronger relationships

with customers than larger companies because they are more approachable and
responsive.
• 21
While larger companies may have more resources and a larger customer base, smaller
companies have the ability to be nimbler and more personal in their approach, which can
be a significant advantage in digital marketing. By focusing on the strengths and finding
ways to leverage them, smaller companies can compete with larger companies and achieve
success in the digital space.

Competitor analysis is an important activity in digital marketing. Activity is essential to

keep up with the competition, especially from fast-growing brands such as Myntra,
Amazon, Big Basket, and Walmart.

Companies are pushing the boundaries of multi-channel marketing including PPC, SEO,
social media and many other media. This approach helps both small businesses and large
companies reach their goals and level the playing field.

INCREASING BRAND AWARENESS FOR SMALL BUSINESSES:

Increasing brand awareness for small businesses in digital marketing is crucial for building
a strong and recognizable brand that can attract and retain customers. Some key strategies
for increasing brand awareness include:

i. Develop a strong brand identity: A well-defined brand identity can help customers
easily identify and remember the business. This includes elements such as a logo,
colour scheme, and messaging.

ii. Create valuable and engaging content: By creating valuable and engaging content,
such as blog posts, videos, and infographics, small businesses can attract and retain
customers, while also building brand awareness.

iii. Use social media platforms: Having a presence on social media platforms, such as
Facebook, Instagram, and Twitter, can help small businesses connect with potential
customers and increase brand awareness.
• 22
 iv. Run paid advertising campaigns: Paid advertising campaigns, such as pay-per-click
(PPC) and social media advertising, can help increase brand awareness by targeting
specific audiences and demographics.

v. Leverage influencer marketing: Partnering with influencers in the industry can help
increase brand awareness by tapping into their existing audience.

Digital marketing benefits businesses. Large companies use digital marketing to survive in
a competitive environment. In contrast, small businesses are using online marketing to
penetrate a booming market and increase brand awareness among larger companies.

INCREASE SALES:
Increasing sales in digital marketing is a crucial goal for businesses, and there are a number
of strategies that can be used to achieve this. Some key strategies for increasing sales
include:

i. Optimize website for conversions: By optimizing the website for conversions, it

can increase the chances of visitors becoming customers. This includes elements
such as clear calls-to-action, easy navigation, and persuasive product descriptions.

ii. Use email marketing: Email marketing can be an effective way to reach potential
customers and increase sales by promoting special offers, upcoming events, and
new products.

iii. Leverage social media: Social media platforms, such as Facebook, Instagram, and
Twitter, can be used to increase sales by promoting products and services, hosting
giveaways and contests, and building relationships with potential customers.

iv. Use retargeting: Retargeting is a form of online advertising that allows businesses
to target ads to users who have previously visited their website. This can be an
• 23
 effective way to increase sales by reminding potential customers of products or services
they may be interested in.

v. Implement Chatbots: Chatbots can be integrated into a website or social media

platform to provide instant customer service and increase sales by answering
questions and providing recommendations in real-time.

THE CUSTOMERS ARE ONLINE:

Online customers, also known as digital customers, are individuals or businesses that
purchase products or services through the internet. In today's digital age, more and more
consumers are turning to the internet to make their purchases, whether it be through a
• website, mobile app or social media platforms. As a result, digital marketing has become
an essential component of any business's marketing strategy, as it allows companies to
reach and engage with these online customers through various channels.

Digital marketing is the process of reaching and engaging with online customers through
various online channels, such as search engines, social media, email and websites. These
channels allow businesses to target specific audiences and demographics, making it easier
to reach the right customers at the right time.

With over 4.66 billion Internet users worldwide, the Internet has become an integral part
of everyday life. The customers, target customers, and competitors are all looking for
businesses like these online. Even if they can't find you, they're likely to see the
competitors. Without the online presence and risk of losing customers.

TARGET IDEAL AND APPROPRIATE AUDIENCES & CUSTOMERS:

Targeting the appropriate audience in digital marketing is crucial to the success of any
campaign. By identifying and reaching the right audience, businesses can ensure that their
marketing efforts are reaching the people who are most likely to be interested in their
products or services. This can help businesses to maximize their return on investment and
increase their overall revenue. Some of the ways to target the appropriate audience in
• 24
digital marketing include demographic targeting, Psychographic targeting, Behavioral
targeting, and Geotargeting. Demographic targeting is when businesses identify specific
characteristics of the audience, such as age, gender, income, education level, and location.
Psychographic targeting is when businesses identify the lifestyle, values, and interests of
the audience. Behavioral targeting is when businesses identify the actions, behaviors and
purchase history of the audience. Geotargeting is when businesses target specific
geographical locations. By using a combination of these techniques, businesses can create
more effective campaigns that reach the right audience, which can ultimately lead to
increased conversions and revenue.

Online businesses realize the importance of digital marketing when they need the right
presence and visibility to generate leads and increase sales. If customers can't find biz
online, they may not appreciate the product or service. This is exactly what digital
marketing can help the company with. Analyze the audience's behavior online and take
action to ensure optimal fulfillment. Reaching the right audience leads to more traffic and
better campaigns.

38
4.2.1 Importance of Good Articles in Digital Marketing

In today's digital age, businesses have a wealth of opportunities to reach out to potential customers
through various online channels. Digital marketing has become a crucial component of any
marketing strategy, as it allows companies to connect with their target audience in a more direct
and cost-effective way. One of the most important tools in digital marketing is content, and among
the various types of content, articles play a crucial role in promoting a brand and building a strong
online presence. In this essay, we will explore the importance of good articles in digital marketing.

Firstly, good articles can improve a website's search engine optimization (SEO). Search engines
use complex algorithms to determine the relevance and quality of a website's content, and
wellwritten and informative articles can significantly improve a website's rankings. This can result
in increased visibility and more traffic to the website, giving businesses more opportunities to
engage with their target audience and convert them into customers.

In addition to improving SEO, good articles can also help to build trust and credibility with
potential customers. By providing valuable information and insights, companies can demonstrate
their expertise in their industry and establish themselves as a reliable source of information. This
can help to establish the company as a thought leader, and increase the likelihood of potential
customers choosing their products or services over those of their competitors.

Good articles can also help to establish a company's brand and personality. By using a consistent
tone and style, companies can create a distinctive voice and develop a strong brand identity that
resonates with their target audience. This can help to build a loyal customer base and establish a
strong brand reputation, which is essential for long-term success in the highly competitive digital
marketing landscape.

Finally, good articles can provide a valuable source of information for customers at various stages
of the buying journey. By providing informative and engaging content, companies can educate
their target audience and answer common questions, which can help to build trust and establish the
company as a trusted advisor. This can also help to convert potential customers into buyers, as they

39
are more likely to choose a company that has provided them with the information, they need to
make an informed purchasing decision.

Moreover, good articles play a crucial role in digital marketing, helping to improve SEO, build
trust and credibility, establish a strong brand identity, and provide valuable information to
customers. By incorporating well-written and informative articles into their digital marketing
strategy, businesses can improve their online presence and reach their target audience in a more
effective and cost-efficient way.

4.2.2 Importance of Good Graphic Designing in Digital Marketing

Effective communication is more important than ever for businesses looking to connect with their
target audience and achieve their marketing goals. Digital marketing provides a range of
opportunities for companies to reach out to potential customers through various online channels,
but in order to be successful, it is essential to understand the importance of effective
communication. In this essay, we will explore the role of effective communication in digital
marketing.

Firstly, effective communication helps to build trust and credibility with potential customers. By
providing clear, concise, and accurate information, companies can demonstrate their expertise and
establish themselves as a reliable source of information. This can help to build trust and credibility
with potential customers, increasing the likelihood of them choosing the company's products or
services over those of their competitors.

Effective communication also helps to establish a clear and consistent brand identity. By using a
consistent tone and style across all digital marketing channels, companies can create a strong brand
image that resonates with their target audience. This can help to build a loyal customer base and

40
establish a strong brand reputation, which is essential for long-term success in the highly
competitive digital marketing landscape.

In addition, effective communication can also help to improve customer engagement and
satisfaction. By providing clear and responsive communication, companies can address customer
concerns and provide the information they need to make informed purchasing decisions. This can
help to build customer loyalty and increase the likelihood of repeat business, as customers are more
likely to choose a company that has provided them with excellent customer service.

Finally, effective communication is also essential for measuring the success of digital marketing
campaigns. By using data and analytics tools, companies can track the performance of their
campaigns and make data-driven decisions to improve their marketing strategies. This requires
clear and concise communication of the data, as well as the ability to interpret and apply the results
to drive future marketing efforts.

Effective communication is a critical component of successful digital marketing. By building trust

and credibility, establishing a clear brand identity, improving customer engagement and
satisfaction, and measuring campaign success, companies can maximize the impact of their digital
marketing efforts and reach their marketing goals.

41
4.2.3 Importance of Effective Communication on the Internet
The importance of good graphic design in digital marketing and how it can be used to help deliver
a message effectively. - Graphic design is an integral part of digital marketing, as it is used to create
a visual identity that can help focus the marketing efforts and promote the business brand. Graphic
design helps in creating effective communication, which can be used to target the market and
convey messages. Certain visual features are also important in conveying information, such as
colors, fonts and typography. Good graphic design is important for course making things look more
attractive and appealing to the target audience. The usage of graphic design in digital marketing
campaigns helps to enhance the brand recognition of a business and creates an effective way of
conveying information.

A comprehensive graphic design strategy helps to reinforce brand awareness, develop brand
awareness and build brand awareness. It also communicates the brand purpose in the digital
marketing sphere to create a strong sense of branding visual identity and building an upbeat brand
personality. Graphic design assists marketers in creating powerful first impressions on customers,
as it acts as a bridge between marketers and customers decision making process. Most digital
prodigies use graphic designs to engage their target audience and influence their decision-making
process. Ad campaigns with graphic designs are designed to reach out to target audiences while
improving cohesiveness across campaigns channels. Graphic design is an essential element when

42
developing a comprehensive marketing strategy for any business, as it commands attention from
the targeted audience and creates powerful first impressions that can make or break the chances of
success in the market.

Graphic designers play an integral role in helping create a consistent brand image by leveraging
visual design to create the right visuals for the products, services, logo, and website. They are also
responsible for creating the exact artwork required for product packaging, advertising content and
social media collateral. Graphic design plays an important role in enabling the brand to gain
visibility on various social media channels and gain recognition among its target audience.
Choosing the right colors and visuals is essential if designer wants to deliver the desired goal with
the help of graphic design expertise.

Good graphic design can help business in reaching out to the target market and prospects
customers. It is also important to communicate the product and services effectively with the help
of visual designs. Designers need to make sure that when customers look at the visuals, they should
be able to recognize the brand easily. Graphic design can also help in digesting messages quickly
as compared to just plain text.

Good graphic design is essential to any business’s digital marketing strategy. It cultivates good
graphic design by hiring professional graphic designers that can reflect the company’s vision
through striking typography and visuals, including the website, email communications, and other
digital marketing strategies. It also helps in cultivating a positive brand identity that the target
audience will recognize and accept. Good graphic design goes beyond a logo and website; it
includes business cards, staff apparel, custom packaging and other physical materials as well.
Graphic design is an art as well as a science; it is the combination of artistic and professional
disciplines working in harmony to communicate key pieces of information to the target audience.
This includes various graphic elements such as pictures, shapes, photography, plain text or video
— all used to communicate a message or information about the company. A successful graphic
designer can create lines and visuals that are both visually appealing yet simple enough for any
target group to understand without getting overwhelmed with too much detail. The use of images
alongside lines or visuals can help communicate complex messages faster than just using plain text
alone.

43
4.3 DIFFERENT CHANNELS TO INCREASE THE TRAFFIC

There are various channels that can be used to increase traffic in digital marketing. Some of the
most popular include:

Search Engine Optimization (SEO):

This involves optimizing a website or web page to rank higher in search engine results pages
(SERPs) for relevant keywords. This can help to increase organic traffic to a website.

The process of SEO includes a variety of activities, such as:

i. Keyword research: Identifying relevant keywords and phrases that people are using
to search for information related to the website.
ii. On-page optimization: Optimizing individual pages on the website, including
titles, meta descriptions, headings, content, images, and other elements to make
them more search engine friendly.
iii. Off-page optimization: Building links to the website through external channels and
promoting the website through social media and other channels.
iv. Content creation: Creating high-quality, relevant, and informative content that
appeals to users and helps establish the website as an authority in its field.
v. Monitoring and analysis: Monitoring search engine rankings and traffic, analyzing
data, and making adjustments as necessary to improve the website's performance.

44
Pay-Per-Click (PPC) Advertising:

This involves placing ads on search engines or other websites and only paying when someone
clicks on the ad. This can be a great way to drive targeted traffic to a website.

The key elements of a successful PPC campaign include:

i. Keyword research: Identifying relevant keywords and phrases that people are using
to search for information related to the products or services being advertised.
ii. Ad creation: Creating engaging and effective ads that appeal to users and encourage
them to click through to the advertiser's website.

iii. Landing page optimization: Creating landing pages that are optimized for
conversions and provide a clear call to action for users who click through from the
ads.
iv. Campaign management: Managing bidding strategies, monitoring ad performance,
and making adjustments as necessary to optimize the campaign for maximum ROI.

Social Media Marketing:

This involves using social media platforms to promote a business, product or service. This
can help to increase brand awareness and drive traffic to a website.

The key elements of social media marketing include:

i. Strategy: Developing a social media strategy that aligns with overall business goals,
identifies the target audience, and outlines the approach for content creation, posting
frequency, and engagement with followers.
ii. Content creation: Creating high-quality, engaging, and informative content that is
tailored to the target audience and aligned with the brand's messaging and goals. iii.
Social media channels: Choosing the appropriate social media channels to reach the
target audience, and developing a plan for each channel that outlines the type of
content to be posted, frequency of posting, and engagement tactics.

45
 iv. Audience engagement: Engaging with the target audience through social media,
including responding to comments and messages, and actively seeking out and
engaging with relevant social media users.
v. Analytics and reporting: Using social media analytics tools to measure the success
of social media campaigns, and making data-driven decisions to optimize future
campaigns.

Addressing the Mobile Customer:

Addressing the mobile customer in digital marketing is crucial for businesses as the usage of
mobile devices continues to grow. Mobile customers have different behaviors and needs than
desktop customers, so it is essential for businesses to tailor their digital marketing campaigns
accordingly. This can include implementing a mobile-responsive design, creating short and simple
messaging, and utilizing location-based targeting. By ensuring that their digital marketing
campaigns are optimized for mobile devices, businesses can better reach and engage their mobile
customers, leading to increased conversions and revenue. Additionally, businesses should also
consider the features that mobile devices offer such as push notifications and SMS marketing to
reach their mobile customers. Businesses can also use mobile apps to provide a more personalized
and convenient experience for their mobile customers. Overall, addressing the mobile customer in
digital marketing is essential in today's digital landscape and will help businesses to stay
competitive and achieve their marketing goals.

Today's people are embracing a portable world as they carry devices such as smartphones and
laptops with them on the go. After Google's mobile he-first update, almost all websites are
developed to be easily accessible on mobile phones as well. Mobile users are probably more
prevalent today than ever before, and mobile users are more likely to buy.

46
A calling script is a pre-written script that is used by telemarketers or sales representatives to guide
their phone conversations with potential customers. It is a tool that helps to ensure that the
conversation stays on track and that all important information is covered. A calling script should
be well-written, easy to follow, and tailored to the specific needs of the business and target
audience.

Here is an example of a calling-script passage:

"Hello, my name is Priyanshu Bodele and I'm calling from Onex Solutions. I understand that you're
interested in digital marketing service. I wanted to take a few minutes to tell you more about it and
see if it would be a good fit for the needs. Can I ask you a few questions to better understand the
needs and how our product/service can help you? Great, first can you tell me a bit about the current
situation and the challenges you're facing in regards to [product/service]?

Based on the customer's needs, the script may include a demonstration of the product or service,
overcoming objections, and closing the sale.

It is important to note that calling script should be flexible and the callers should have the ability
to adjust the script according to the conversation flow and customer's needs.

Take The Business International:

The importance of digital marketing plays a big role in expanding the business' international reach.
Digital marketing services help to connect and collaborate with international clients to grow the
business on a global scale.

Digital Marketing Strategies are Cheaper and Faster:

Cost efficiency is one of the top priorities for any business. Unlike traditional marketing, digital
marketing is cheap. Additionally, small and medium-sized businesses are emphasizing digital
marketing to deliver faster results on significantly tighter budgets. Additionally, digital marketing
also presents an opportunity to reach a wider audience regardless of location.

47
4.4 Psychological Effect of Digital Marketing
Digital marketing can have a significant psychological impact on individuals. Some of the ways in
which digital marketing can affect human behavior and emotions include:

• Persuasion: Digital marketing can use various techniques to influence behavior and
decision-making. For example, social proof (such as reviews and testimonials), scarcity
(limited-time offers), and authority (expert endorsements) are all commonly used tactics to
persuade consumers to take a particular action.
• Emotional Appeal: Digital marketing often relies on emotional appeals, such as fear,
happiness, and excitement, to grab the attention of consumers and encourage them to take
action. For example, an advertisement for a new product may highlight the benefits of using
it, such as improved happiness and satisfaction, to evoke an emotional response in the
viewer.
• Comparison: Digital marketing can also create a sense of comparison and competition,
leading individuals to compare themselves to others and feel the pressure to conform to
societal norms and expectations. For example, social media platforms often showcase
idealized versions of people's lives, creating a sense of comparison and leading individuals
to feel inadequate or dissatisfied with their own lives.
• Addiction: The constant stimulation and instant gratification provided by digital media can
also lead to addiction and compulsive behavior. This can have a negative impact on

48
 individuals' mental health and well-being, leading to feelings of anxiety, depression, and
stress.
• Digital marketing can have a significant psychological impact on individuals, influencing
their behavior, emotions, and well-being. It is important for companies to consider the
ethical implications of their marketing strategies

4.4.1 The Psychological Impact of Good Articles

It can vary depending on various factors such as the writing style, quality, and length of the article.
In this essay, we will examine the psychological effects of both well-written and concise articles,
as well as those that are lengthy and poorly written.

First, let's look at the psychological impact of well-written and concise articles. When an article is
well-written, it is easy to follow and understand. The writer has taken the time to organize their
thoughts and present them in a clear and concise manner. This makes it easier for the reader to
comprehend the information and retain it for later use. Additionally, a well-written article can
increase a reader's confidence by providing them with new information and insights. This, in turn,
can lead to a sense of accomplishment and satisfaction.

Moreover, concise articles are more likely to hold the reader's attention. When an article is brief, it
is less likely to become bogged down with unnecessary information and less likely to lose the
reader's interest. This can lead to better recall and application of the information learned. A reader
who has a positive experience with a brief article is also more likely to seek out additional articles
on similar topics in the future, further increasing their knowledge and understanding.

On the other hand, when an article is lengthy and poorly written, it can have the opposite effect on
the reader. Lengthy articles that are not well-structured can be difficult to follow, leading to
confusion and frustration. Furthermore, the lack of organization and clarity can make it challenging

49
for the reader to retain the information. When a reader struggles to understand an article, it can
decrease their motivation to continue reading and seeking out new information.

In conclusion, the psychological impact of reading articles depends on various factors, including
the writing style, quality, and length of the article. Well-written and concise articles have a positive
impact by providing clarity, increasing knowledge and understanding, boosting confidence, and
fostering a sense of accomplishment. On the other hand, lengthy and poorly written articles can
lead to confusion, frustration, and a decrease in motivation. It is important for writers to strike the
right balance to ensure that their articles have a positive psychological impact on their readers.

The world of digital marketing is constantly evolving and becoming more competitive. As a result,
it is increasingly important for businesses to understand the psychological impact of their digital
content, including articles. The psychological effect of well-written and concise articles in digital
marketing can greatly impact a business's ability to reach and engage its target audience.

Well-written and concise articles in digital marketing serve several important functions. First, they
can provide valuable information to the reader, which can increase their trust and confidence in the
business. This, in turn, can lead to increased brand loyalty and repeat business. Additionally, well-
written and concise articles can help a business establish itself as a thought leader in its industry.
By providing helpful information, a business can position itself as an expert in its field, further
building trust and credibility with its audience.

Moreover, concise articles are easier for the reader to consume and retain. In the fast-paced world
of digital marketing, it is important to get the message across quickly and effectively. Brief articles
that are easy to read and understand can help keep the reader engaged and interested in the business.
This can be particularly beneficial in the digital marketing world where attention spans are shorter
and the competition is fierce.

However, poorly written and lengthy articles can have a negative impact on a business's digital
marketing efforts. When an article is difficult to read and understand, it can lead to frustration and
confusion on the part of the reader. This can decrease the reader's trust and confidence in the
business, potentially leading to a loss of business. Additionally, lengthy articles can be
overwhelming for the reader, leading them to lose interest and move on to something else.

50
In conclusion, the psychological impact of well-written and concise articles in digital marketing
can greatly impact a business's ability to reach and engage its target audience. By providing
valuable information, establishing the business as a thought leader, and being easy for the reader
to consume and retain, well-written and concise articles can help a business succeed in the
competitive world of digital marketing. On the other hand, poorly written and lengthy articles can
lead to frustration, confusion, and a decrease in trust, making it important for businesses to focus
on writing quality, concise articles that have a positive impact on their audience.

4.4.2 The Psychological Impact of Visuals & Graphics

In digital marketing, visuals play a crucial role in creating a lasting impact on the audience. Good
graphics can evoke emotions and communicate messages effectively, leaving a deep impression
on the viewer's mind. Understanding the psychological impact of good graphics in digital
marketing is critical for businesses looking to create effective and memorable digital content.

First, good graphics can grab the attention of the viewer. Attention-grabbing visuals can be the
difference between a potential customer ignoring the content or stopping to take a closer look.
Good graphics can be eye-catching and memorable, making them an effective way to stand out in
a crowded digital landscape.

Furthermore, good graphics can evoke emotions in the viewer, which can help drive engagement
and increase the likelihood of them taking action. For example, a visually appealing and
welldesigned graphic showcasing a product or service can evoke feelings of excitement and
anticipation, leading to a desire to learn more. On the other hand, poorly designed graphics can
have the opposite effect, evoking feelings of frustration and disappointment.

In addition, good graphics can help communicate complex information and ideas in a clear and
simple way. Through the use of images, diagrams, and other visual aids, businesses can convey
their messages effectively and efficiently. This can be especially useful for businesses in technical
or data-driven industries, where a well-designed graphic can simplify complex information and
make it easier to understand.

51
Moreover, good graphics can increase brand recognition and build brand equity. Consistent and
visually appealing graphics can help establish a business's brand identity and increase its visibility.
By using graphics that are aesthetically pleasing and consistent with the company's overall visual
style, businesses can create a memorable and recognizable brand.

However, it is important to note that the psychological impact of graphics can vary depending on
the individual viewer. Some people may be more visually oriented and respond better to graphics,
while others may prefer text-based information. Therefore, it is important for businesses to
consider their target audience when creating graphics for their digital marketing efforts.

Good graphics in digital marketing can have a profound psychological impact on the viewer. They
can grab attention, evoke emotions, communicate complex information effectively, increase brand
recognition, and build brand equity. Understanding the psychological impact of good graphics is
essential for businesses looking to create effective and memorable digital content that drives
engagement and results.

52
4.5 The Rise of Digital Technology & Digital Marketing
The rise of digital technology has changed the way businesses communicate with their customers.
With the increasing use of the internet and social media, digital marketing has become a crucial
tool for businesses to reach their target audience and build brand awareness. However, the
psychological impact of digital marketing on consumers cannot be ignored. This essay will
examine the psychological effects of digital marketing on consumers, both positive and negative.

53
Positive effects of Digital Marketing:

Increased brand awareness: Digital marketing has made it easier for businesses to reach a wider
audience and create brand awareness. By using social media platforms, businesses can engage with
their target audience, build relationships and create a positive brand image.

Improved customer loyalty: Digital marketing allows companies to interact directly with their
customers, providing them with personalized experiences and building trust. By providing
customers with relevant and engaging content, companies can improve customer loyalty and
increase customer retention.

54
Increased engagement: Digital marketing enables businesses to engage with their target audience
in real-time, providing them with opportunities to ask questions, provide feedback and engage in
conversations. This interaction can help to create a stronger connection between the brand and the
customer.

Tailored messages: Digital marketing allows companies to collect and analyze data about their
target audience, enabling them to tailor their marketing messages to meet their needs and wants.
By providing customers with relevant and personalized content, companies can increase the
effectiveness of their marketing efforts.

Negative effects of Digital Marketing:

Information overload: Digital marketing has made it possible for businesses to reach their target
audience with an endless stream

Digital marketing has had a significant impact on consumer psychology. This impact can be both
positive and negative, and it depends on various factors such as the target audience, the type of
message being conveyed, and the way the message is being delivered.

Addiction and Overstimulation:

The constant barrage of digital advertisements, emails, and social media notifications can be
overwhelming and lead to digital addiction. This overstimulation can have negative effects on
mental health, causing stress, anxiety, and fatigue.

Spread of Misinformation:

55
The ease with which information can be shared online can also make it easier for false information
to spread. This can lead to the spread of misinformation, which can have serious consequences for
public health, safety, and the economy.

Digital Divide:

The increasing reliance on digital marketing also exacerbates the digital divide, as not all
consumers have equal access to the internet or digital devices. This can limit the effectiveness of
digital marketing campaigns for businesses and limit access to information for some consumers.

Digital marketing also enables companies to reach a wider audience and to target specific
demographics more effectively. By using data and analytics, companies can gain insights into
consumer behaviour and preferences, allowing them to tailor their marketing efforts to meet the
needs and wants of their target audience.

However, digital marketing also has its negative effects. Over exposure to digital marketing
messages can lead to information overload, causing consumers to feel overwhelmed and less likely
to engage with the brand. Additionally, the use of personal data for targeted advertising can lead to
privacy concerns and erode trust in brands.

Furthermore, digital marketing can also contribute to the creation of unrealistic expectations and
distorted body image. This is particularly true in industries such as fashion and beauty, where
unrealistic standards of beauty are often promoted through digital media.

The psychological effects of digital marketing are complex and can be both positive and negative.
It is important for companies to be mindful of these effects and to use digital marketing strategies
in a responsible and ethical manner.

56
4.6 Disadvantages of Digital Marketing

Low Reach and Audience Engagement:

One of the biggest drawbacks of digital marketing is that it can be difficult to reach a large enough
audience to make an impact. Social media posts, emails, and other forms of online advertising are
often not seen by enough people to be effective. Additionally, because of the sheer volume of
content online, it can be hard to capture the attention of potential customers and keep them
engaged.

Digital marketing can come with certain disadvantages that can be difficult to manage. Chief
among them is low reach and audience engagement. Many digital marketers struggle to reach new
audiences, and existing audiences do not always engage with content. Low reach and engagement
can make it difficult to grow an audience and increase visibility, leading to lost potential revenue.

There are a few potential strategies to combat low reach and engagement. Firstly, digital marketers
should focus on providing content that appeals to their target audience. Quality content will draw
in more readers and encourage them to engage. Additionally, digital marketers should also make
use of platforms like social media to promote their content and reach more people. Finally, digital

57
marketers should also pay attention to the analytics of their digital campaigns and adjust
accordingly.

High Cost::
A significant disadvantage of digital marketing is that it can be expensive. Depending on the type
of campaign running, company may need to invest in paid advertising and other services to reach
the desired audience. This is often cost prohibitive for small and medium sized businesses, who
may not have the budget to invest in digital marketing.

Creating a successful digital marketing campaign can be quite expensive. Depending on the type
of campaign trying to create, company may need to invest in a variety of different resources and
platforms that could easily add up to hundreds or even thousands of dollars. Some of the most
common costs associated with digital marketing include website design and development,
marketing automation software, search engine optimization (SEO) services, pay-per-click (PPC)
advertising, content creation, email marketing, and social media management. Additionally,
depending on the size and scope of the campaign, The company also need to invest in analytics
and tracking tools, competitor research services, and collaborations with influencers.

Lack of Human Interaction:

Digital marketing often lacks the human element of traditional marketing. It is difficult to build
personal relationships with customers when you are not interacting with them face-to-face.
Additionally, it can be harder to read customer reactions and feedback with digital marketing,
making it harder to gauge the success of a campaign.
The world has been shifting towards digital marketing due to the increased consumption of online
content, but this comes with some drawbacks. One significant issue is the lack of human
interaction. Digital marketing lacks the personal touch, which often leads to less meaningful
customer relationships. What's more, the impersonal nature of digital marketing can lead to missed
opportunities and a lack of engagement.

58
To combat this, businesses are turning to more personalized marketing tactics to better engage with
their customers. This may include things like using customer segmentation to target and customize
content, using AI to create meaningful customer conversations, and leveraging social media to
create meaningful customer relationships.

These tactics can help to provide customers with a more human-like experience when engaging
with a business’s digital marketing efforts, leading to higher levels of customer satisfaction and
loyalty. Additionally, by creating more personalized experiences, businesses are able to better
understand their customers and better tailor their digital marketing strategy to target their desired
audience.

Overall, while digital marketing provides businesses with a number of advantages, its lack of
human interaction can be a significant issue. To combat this, businesses are turning to more
personalized marketing tactics to better engage with their customers, leading to higher levels of
customer satisfaction and loyalty.

Inability to Measure Results:

Digital marketing can be difficult to measure and track, making it hard to determine how effective
the campaigns are. Without the ability to measure the success of the marketing efforts, it can be
difficult to determine what strategies are working and which need to be improved upon.

Digital marketing can be a tricky arena to measure results in, as there are a wide variety of variables
to consider. While many of the same core metrics still apply, such as cost per action and customer
lifetime value, digital marketers must also pay attention to analytics around website visits, return
visits, and user engagement.

Furthermore, the ultimate success of any digital marketing strategy can be difficult to measure
because of the complex and multi-step nature of the customer journey. It is often the case that
customers will interact with a variety of platforms and channels before finally making a purchase.
This means that analyzing the effectiveness of any particular channel can be a challenge.

To overcome this difficulty, digital marketers should rely on a holistic approach that looks at the
customer journey as a whole rather than focusing on isolated channels. This will help to identify

59
the various touchpoints that make up the journey, as well as identify any pain points that may be
affecting customer behavior. By analyzing the customer journey in its entirety, digital marketers
can gain a more accurate understanding of the effectiveness of their digital marketing tactics and
make more informed decisions.

Security Threats:

Digital marketing can be vulnerable to a variety of security threats, such as hackers, phishing
scams, viruses, and malware. By using digital marketing strategies, businesses can be at risk of
losing customer data, financial information, and other sensitive information. Having strong
security protocols in place is essential to protect the business and customers from potential threats.

There are a number of security threats that marketers need to be aware of when conducting digital
marketing campaigns. These include things such as phishing scams, malicious software, and data
breaches.

Phishing scams are when attackers send malicious emails or text messages that appear to originate
from a legitimate source, but are actually an attempt to collect personal or financial information.
Malicious software, or malware, is when malicious code is inserted into files or software that can
cause damage to an individual or company's computer or network. Finally, data breaches occur
when confidential information is stolen or accessed without authorization, resulting in the loss of
privacy or the potential for identity theft.

To protect against these threats, marketers should be sure to use secure networks and computers,
practice caution when opening emails or attachments, and only use websites with strong security
protocols when collecting personal information. They should also look out for signs of a potential
attack, such as unusual activity or activity from unknown sources, and alert their IT team
immediately if they suspect something is wrong. Finally, it is important for marketers to ensure
that their systems are properly protected with up-to-date security software, antivirus programs, and
firewall protection.

60
Hackers have always been around in the digital marketing world. They use a variety of techniques
to gain access to accounts, manipulate data, and exploit vulnerabilities in systems. It is important
to understand the different types of hacks, their methods and motivations, and how to protect the
accounts from them.

Common hacking techniques include phishing, which is sending emails that appear to be from
legitimate sources but are actually malicious. Social engineering attacks are attempts to gain access
to sensitive information by manipulating people into giving up the information. Malware and
ransomware are malicious software used by hackers to infect systems and access data.

Organizations need to take steps to protect themselves from hackers. This includes using strong
passwords and two-factor authentication, as well as using antivirus and firewall protection.
Additionally, organizations can train their staff to recognize common attack tactics such as
phishing emails and social engineering attacks.

Digital marketing is vulnerable to hackers. Organizations must take steps to protect themselves and
their data. Good security practices and vigilance are the keys to staying safe.

61
4.7 Experience at Onex Solutions
My digital marketing internship experience was an incredibly valuable and formative period of my
professional development. I was fortunate enough to secure an internship with ONEX Company,
a leading digital marketing agency in the industry. I was placed in the Performance Marketing team
and was able to gain hands-on experience in various digital marketing channels such as PPC, Social
Media Advertising and email marketing.

From day one, I was given tasks and responsibilities that helped me understand and appreciate the
complexities of the digital marketing field. I was able to work on various projects and campaigns
for clients in different industries, which gave me a well-rounded understanding of the different
strategies and techniques that can be used to reach and engage audiences. For example, I was
responsible for creating and managing PPC campaigns for a client in the e-commerce industry.
This experience helped me understand how to optimize campaigns for different goals and how to
analyse data to make informed decisions. I also had the opportunity to work on email marketing
campaigns, which helped me understand the importance of personalization, segmentation and
automation in email marketing.

One of the most rewarding aspects of my internship was the opportunity to work with a team of
experienced digital marketers. I was able to learn from them and gain insights into the industry. I
was able to learn about the best practices in the field and was able to work with my team to

62
implement them in our campaigns. Additionally, I was able to learn about the latest tools and
technologies in the field and how to use them to improve our campaigns.

Throughout the internship, I faced a number of challenges that helped me to grow both personally
and professionally. One of the most significant challenges was the need to work under tight
deadlines while maintaining the quality of the work. I was able to overcome this challenge by
developing strong time management skills, which helped me to prioritize my tasks and work more
efficiently. Additionally, I had to work with a team, which required me to develop my
communication and collaboration skills.

One of the most memorable moments of my internship was when I received positive feedback from
my supervisor on the work I had done on a campaign. It was a great feeling to know that my hard
work and dedication had paid off and that my contributions were valued by my team.

Overall, my digital marketing internship experience has been an incredibly valuable and formative
period of my professional development. I gained a well-rounded understanding of the digital
marketing field and developed key skills such as data analysis, time management and
communication. I am grateful for the opportunity to have worked with an experienced team and to
have been able to learn from them. This experience has been instrumental in preparing me for
future opportunities in the digital marketing field and has solidified my interest in pursuing a career
in this field.

63
4.8 Work as Digital Marketing Intern
Assist in the development and execution of digital marketing campaigns: This includes helping to
create and manage PPC campaigns, social media advertising campaigns, email marketing
campaigns, and other forms of digital advertising.

Help with content creation: This could include writing and editing blog posts, creating graphics,
and helping to develop other forms of content such as videos and infographics.

Analyse data: Digital marketing campaigns are data-driven and interns may be responsible for
analysing data from campaigns to help make informed decisions about future strategies.

Research and stay up-to-date on industry trends: Digital marketing is a rapidly changing field and
interns may be responsible for researching and staying up-to-date on the latest trends and best
practices in the industry.

Monitor and report on campaign performance: Interns may be responsible for monitoring the
performance of campaigns and providing regular reports on the results.

Assist with the management of social media accounts: this includes creating content and
responding to comments and messages.

And included COLD-CALLING audiences.

64
Cold calling, the practice of directly reaching out to potential customers through phone calls,
remains a crucial aspect of digital marketing. The psychological impact of good cold calling have
a significant effect on a business's ability to generate leads and close sales.

One of the key psychological effects of good cold calling is building trust and credibility. When
cold callers are able to effectively communicate their message and answer questions in a confident
and knowledgeable manner, they can establish trust with potential customers. This can lead to
increased credibility and a better chance of the customer considering the business's products or
services.

Good cold calling can also create a sense of urgency, which can drive immediate action. Cold
callers who are able to effectively communicate the benefits and value of their products or services
can create a sense of urgency in the potential customer, leading them to act quickly. This can be
especially useful for businesses looking to generate leads or close sales in a short amount of time.
Good cold calling can provide the opportunity for businesses to gather valuable information about
their potential customers. Cold callers can ask questions and gather information about the
customer's needs and wants, which can be used to tailor future marketing efforts and improve the
chances of a successful sale.

Altruistic cold calling can also create a personal connection with potential customers. By directly
reaching out to customers, businesses can create a more personal relationship, which can increase
the chances of the customer considering their products or services. A personal connection can also
lead to increased customer loyalty and repeat business.

It is important to note that the psychological impact of cold calling can vary depending on the
individual being called. Some people may be more receptive to cold calls and respond positively,
while others may be more skeptical and less likely to take action.

Work with a team: Interns work with a team of digital marketers and may be responsible for
collaborating with team members on projects and campaigns.

Overall, my work as a digital marketing intern was challenging and fast-paced, but it was also
incredibly rewarding. I believe Interns have the opportunity to gain hands-on experience in the
field, develop key skills, and make valuable connections in the industry.

65
4.9 TASKS ASSIGNED

WEEK I-

In the first week of my internship period, we were provided with various tasks though numerous
but basic for a digital marketing internship. Following are the tasks mentioned in sequence in the
first week of the internship:

• Task 1- Interns were asked to prepare an introductory video of themselves and post in the
official group of interns and HR of the company.
• Task 2- Interns were asked to connect with the officials of the company on LinkedIn and
follow Onex Solutions and post regarding joining Onex for internship.
• Task 3- We were told to go through the official website of Onex Solutions and under about
it as much as possible.
• Further a zoom meeting was organized to introduce all the inters with the work that they
will be doing.
• Task 4- An online sheet was provided which had to be updated by the interns with details
about various business groups in the social media platform Facebook. These groups had
to be joined by us.
• Task 5- Interns had to post the creatives of Onex Solutions in the respective groups joined.
• A zoom meeting was held for the interns on “ Application Basic + Advance & Data”.

66
• A brief industry wise training was provided to the interns regarding the industries in which
Onex solution works, through files on google drive.

• Another zoom meeting was conducted on “ Billing, commission, rebuttals & sales”.
• Task 6- The online worksheet regarding various Facebook business groups was submitted.

67
WEEK II-

The second week in the internship was mainly concerned with training of interns and beginning to
generate leads. Following are the tasks in the second week of internship:

• Task 1- Interns had to generate leads from the various business groups joined by them
through posting creatives and reaching out the people in those groups through text
messages and calling.
• A zoom meeting was scheduled on an urgent basis to guide the interns regarding their
work.
• Another zoom meet was held at the scheduled time on the topic “Importance of Surveys”
• Task 2- Interns were guided to write a report on the basis of inverted pyramid rule. We
were told about content writing.
• Task 3- Another task was to post creatives of Onex Solutions on our social media platforms
for the span of 24 hours.
• Task 4- A survey task was assigned to the interns to generate leads for the company.

68
 • A Zoom meet was held on topic “ Graphic Design”.
• Further leads were to be generated from the various groups joined.

WEEK III-

In the third week of internship, training of interns on various digital marketing tools was focused
on. The tasks assigned in the third week of the internship are as follows:

• Task 1- Few interns were asked to generate leads through few social media platforms such
as Google and Just Dial.
• Task 2- We were asked to rate Onex Solutions on various social media platforms which
are namely Instagram, Facebook, YouTube, LinkedIn, Google and Just Dial.

• Two zoom meets were organized on “Quora” and “Search Engine Optimization”.
• More leads were to be generated on the business groups joined on Facebook.
• Another zoom meeting was organized on various social media marketing styles and files
were provided to the interns on the same.

WEEK IV-

For the fourth week of internship, all the training of interns was completed and primary focus was
given on the task of lead generation. Following were the tasks:

• Task 1- Lead generation through calling various groups through their details mentioned in
the business groups.

• A zoom meet was organized named as “E-BTL Session”.

• A calling script was provided by the HR of the company to the interns to follow the
instructions mentioned in it and present clear views.
• Task 2- For the last try a properly drafted message was to be sent in the business groups
of Facebook.
• An additional session was organized on Search Engine Optimization.

WEEK V-

69
For the fifth week in internship, major emphasis was again on lead generation. The tasks for the
week are as follows:

• Task 1- A webinar was being conducted by Onex Solutions and interns had to pitch the
idea of the webinar on those groups along with influencing and encouraging them to join
the webinar.
• The creative of the webinar was also to be posted in the social media platforms of interns.
• A mail was sent by the HR of Onex Solutions and it had to be reviewed and answered by
the interns.
• Task 2- Further leads had to be created and the update was to be submitted on the online
worksheet provided at the beginning of the internship.

WEEK VI-

For the sixth week of internship, a new major task was assigned to all the interns concerning a
particular state and its cities. The state assigned to me was Rajasthan. Following are the tasks for
the respective week:

• Task 1- In this task I was asked to collect data of various companies established in the state
of Rajasthan from social media platforms like Google, Facebook, Instagram, LinkedIn,
etc. The industries chosen for data collection were retail, real estate, etc.
• Task 2- After data collection of such companies, it had to be checked whether these
companies are active in operations through their social presence.

WEEK VII-

The seventh week of internship was more concerned about reaching out to the companies whose
data was being collected.

• Task 1- Creatives designed for Onex Solutions was to be sent to all these companies to
advertise about Onex and give an idea of facilities provided by them.

70
 • Task 2- After sending creatives, major assigned role was to start calling and reach out the
companies. The calling script that was provided by Onex to us is as follows:

“ Hello , Can I Speak to ( Mr/Ms/Mrs Name )?

[If Other Person responds]

I am Priyanshu Bodele calling from Onex Solutions Pvt Ltd regarding your business/
Brand Promotions .
Is it the right time to discuss with you Sir/ Ma’am ?
[If Other Person responds, No ]
Reply – Can I know when I can connect with you Sir / Ma’am ?
[If Other Person responds, YES ]
Thank You so much for your Time.
Onex Solutions is a Digital Marketing Company, we help Business to reach their
target audience in economical and effective manner.

We are working with 4000+ clients that Includes Madisson, BuyMediaSpace,

Bookallads, Tata Motors, Khadims, Wow Momo, etc.
Sir / Ma'am we know that lock down is the current market scenario, so we can not
let this situation hampered our business, so it’s crucial to reach out to new audience.
We are a company who helps to reach out to new clients at a very minimum cost
VIA SMS / Email / WhatsApp & Voice Call Services .

Note – After speaking its important to hear the client’s queries and to revert back
accordingly .
[If Person is Interested]
Sir/ Ma’am, can I get your mail id so that I will send you the mail about my company
and commercials.”
And we interns were also provided with rebuttals if raised any by the companies based in
Rajasthan state, which is as follows:

71
 We are a company who helps to reach out to new clients at a very minimum cost
VIA SMS / Email / WhatsApp & Voice Call Services .

Note – After speaking its important to hear the client’s queries and to revert back
accordingly .
[If Person is Interested]
Sir/ Ma’am, can I get your mail id so that I will send you the mail about my company
and commercials.”
And we interns were also provided with rebuttals if raised any by the companies based in
Rajasthan state, which is as follows:

“ Rebuttals –

1- How to trust on your Campaigns ?

Ans- We have an experience of handling clients from various Industries like Health care,
Real Estate , Education and Hospitality, etc. Working with these sectors have help
us to gain lots of experience and now we are helping out other clients so that can
they make maximum use of SMS/ WhatsApp / Email & Voice Call Marketing .

2- What is the proofs of your Campaigns ?

Ans- We will help you with detailed reports post each campaign.

3- Do you provide Database ?

Ans- No Sir / Ma’am .

4- Tell me more about your Database ?

Ans- We have PAN INDIA Pin code wise database .

5- Do you have profile database ( Female/ Student/ HNI etc. )?

Ans- Sir / Ma’am, please let me know the Pin code /Area/ City , I will ask my team and
update you shortly.”

72
WEEK VIII-

The eighth week was focused on few tasks which were:

• Task 1- Commenting on the LinkedIn profile of Onex Solutions and providing them the
feedback of our internship.
• Task 2- Revert back the mails sent by HR head of Onex Solutions by answering the
questions asked about the company and internship experience.
• Task 3- Reaching out to more companies by sending creatives of Onex Solutions and
calling them and explaining how our services would turn out to be beneficial for them.

WEEK IX-

For the ninth week of internship, a major task assigned was to call the companies.

• Task- Reach out all the companies who seemed to be interested in marketing facilities of
Onex Solutions through our calling campaign. We had to get their honest feedback and if
they wish to hire us and answer their rebuttals.

WEEK X-

For the last week of internship, the main task was to wrap out the whole internship:

• Task 1- The only important task was to update the HR head of Onex Solutions about the
data collection and revert back the feedbacks and answers of the companies contacted.
• Task 2- The final task was to update all the internship work in the online Zoho sheets
provided by Onex to interns to mention the work done by them and submit it to the HR
head.

73
 CHAPTER 5: CONCLUSION AND SUGGESTIONS

5.1. CONCLUSION:
The study was started to understand the broader terms namely “Digital Marketing”, “Influencer
Endorsement in Digital Marketing” and “Consumer Perception” in detail with reference to Onex
Solutions.

The project revolved mainly around Digital Marketing on a whole focusing on the learnings and
training achieved during this internship period as a digital marketing intern for the company. This
project has been done to reflect onto the importance of digital marketing for industries and the rise
in influencer endorsement and how it can benefit multiple businesses through the reach of digital
marketers acting as influencers on their scale and the view point of consumers in return. It can be
clearly understood that digital marketing is a major aspect in any business rather than the traditional
methods of marketing for a company in modern times, it turns out to be flexible and multi-
beneficiary. Endorsing influencers for the business increases the reach of businesses widely. It
poses as a new tactic to attract young customers through social media platforms. This study also
focuses on the ideology of the customers towards the brand and business through the tactics of

74
digital marketing and endorsement of various influencers. The response recorded of the people
contacted was neutral that is neither impacting negatively or positively to the businesses.

The sources utilized for collecting data required in the study were both primary as well as
secondary. It mainly comprises of the experiences and learnings acquired through internship and
the secondary sources used have been mentioned in the reference section.

5.2 SUGGESTIONS:
Major suggestions that can be provided for this project work has been summed up in the points
that follow:

• Awareness amongst customers about digital marketing techniques:

In recent years, there has been a growing awareness among customers about digital
marketing techniques. With the widespread use of the internet and mobile devices,
businesses have shifted their focus towards digital channels to reach their target audience.
As a result, customers have become more familiar with online advertising, email
marketing, search engine optimization, social media marketing, and other digital marketing
strategies.

• Considering customer perception important:

Considering customer perception is extremely important for businesses. A customer's
perception of a brand, product, or service can significantly impact their purchasing
behavior and overall loyalty. It builds reputation, increases marketing effectiveness,
customer satisfaction and loyalty. It is the opinions, feelings, and beliefs customers have
about your brand. It plays an important role in building customer loyalty and retention as
well as brand reputation and awareness.

75
• Provision of adequate training in a company for endorsement purposes:
Adequate training is crucial for companies that want to endorse their products or services.
Providing employees with the necessary knowledge and skills helps them effectively
promote the company's offerings and respond to customer inquiries. With proper training,
employees can confidently speak about the company's products and services, leading to a
more positive customer experience and ultimately, better business outcomes.

• Reliance on primary source of data for accuracy:

Reliance on primary source data is important for ensuring accuracy in business
decisionmaking and research. Primary sources, such as surveys, interviews, and original
documents, provide the most direct and reliable information on a particular topic. They are
considered the most credible sources of information as they are produced by the
organizations or individuals directly involved in the events or processes being studied.

76
 Executive Summary

The Human Resources are the most important assets of an organization. The success or failure of
an organization is largely dependent on the caliber of the people working therein. Without
positive and creative contributions from people, organizations cannot progress and prosper. In
order to achieve the goals or the activities of an organization, therefore, they need to recruit
people with requisite skills, qualifications and experience. While doing so, they have to keep the
present as well as the future requirements of the organization in mind.

Recruitment is defined as, “a process to discover the sources of manpower to meet the
requirements of the staffing schedule and to employ effective measures for attracting that
manpower in adequate numbers to facilitate effective selection of an efficient workforce.”

In order to attract people for the jobs, the organization must communicate the position in such a
way that job seekers respond. To be cost effective, the recruitment process should attract
qualified applicants and provide enough information for unqualified persons to self-select
themselves out.

The term “HR recruiter” may sound redundant, as both human resources managers and recruiters
both find job candidates and get them hired, this job is very specific.

Recruiters will work from resumes or by actively soliciting individuals qualified for positions. A
recruiter's job includes reviewing candidate's job experiences, negotiating salaries, and placing
candidates in agreeable employment positions. Recruiters typically receive a fee from the hiring
employers.
Introduction
Of the
Study
Objectives of the study:

The main objectives of the study are as follows:

i. To understand the process of recruitment

ii. To know the sources of recruitment at various levels and various jobs

iii. To critically analyze the functioning of recruitment procedures

iv. To identify the probable area of improvement to make recruitment procedure more

effective

v. To know the managerial satisfaction level as well as to know the yield ratio

vi. To search or headhunt people whose, skill fits into the company’s values

Scope of study:

The benefit of the study for the researcher is that it helped to gain knowledge and experience and
also provided the opportunity to study and understand the prevalent recruitment procedures.

The key points of my research study are:

i. To Understand and analyze various HR factors including recruitment procedure at

consultant.

ii. To suggest any measures/recommendations for the improvement of the recruitment

procedures
 Human Resource Management and Human Resource Development

Definition:

HRM is the process of managing people in organizations in a structured and thorough

manner. This covers the fields of staffing (hiring people), retention of people, pay and perks
setting and management, performance management, change management and taking care of exits
from the company to round off the activities. This is the traditional definition of HRM which
leads some experts to define it as a modern version of the Personnel Management function that
was used earlier.

We have chosen the term “art and science” as HRM is both the art of managing people by
recourse to creative and innovative approaches; it is a science as well because of the precision
and rigorous application of theory that is required.

Human Resource Development (HRD) means to develop available manpower through

suitable methods such as training, promotions, transfers and opportunities for career
development. HRD programs create a team of well-trained, efficient and capable managers and
subordinates. Such team constitutes an important asset of an enterprise. One organisation is
different from another mainly because of the people (employees) working there in. According to
Peter F. Drucker, "The prosperity, if not the survival of any business depends on
the performance of its managers of tomorrow." The human resource should be

nurtured and used for the benefit of the organisation.

Uses of Human Resource Management in an organization:

¾ Human Resource Management (HRM) is the function within an organization that focuses
on recruitment of, management of, and providing direction for the people who work in
the organization. It can also be performed by line managers.

¾ Human Resource Management is the organizational function that deals with issues
related to people such as compensation, hiring, performance management, organization
development, safety, wellness, benefits, employee motivation, communication,
administration, and training.
¾ HRM is also a strategic and comprehensive approach to managing people and the
workplace culture and environment. Effective HRM enables employees to contribute
effectively and productively to the overall company direction and the accomplishment of
the organization's goals and objectives.

¾ Human Resource Management is moving away from traditional personnel,

administration, and transactional roles, which are increasingly outsourced. HRM is now
expected to add value to the strategic utilization of employees and that employee
programs impact the business in measurable ways. The new role of HRM involves
strategic direction and HRM metrics and measurements to demonstrate value.

¾ The Human Resource Management (HRM) function includes a variety of activities, and
key among them is responsibility for human resources -- for deciding what staffing needs
you have and whether to use independent contractors or hire employees to fill these
needs, recruiting and training the best employees, ensuring they are high performers,
dealing with performance issues, and ensuring your personnel and management practices
conform to various regulations. Activities also include managing your approach to
employee benefits and compensation, employee records and personnel policies. Usually
small businesses (for-profit or nonprofit) have to carry out these activities themselves
because they can't yet afford part- or full-time help. However, they should always ensure
that employees have -- and are aware of -- personnel policies which conform to current
regulations. These policies are often in the form of employee manuals, which all
employees have.

¾ HRM is widening with every passing day. It covers but is not limited to HR planning,
hiring (recruitment and selection), training and development, payroll management,
rewards and recognitions, Industrial relations, grievance handling, legal procedures etc.
In other words, we can say that it’s about developing and managing harmonious
relationships at workplace and striking a balance between organizational goals and
individual goals.
Advantages / Importance of HR:

¾ Meeting manpower needs: Every Organisation needs adequate and properly qualified
staff for the conduct of regular business activities. Imaginative HRP is needed in order to
meet the growing and changing human resource needs of an organisation.

¾ Replacement of manpower: The existing manpower in an Organisation is affected due to

various reasons such as retirement and removal of employees and labour turnover. HRP
is needed to estimate the shortfall in the manpower requirement and also for making
suitable arrangements for the recruitment and appointment of new staff.

¾ Meeting growing manpower needs: The expansion or modernisation programme may be

undertaken by the enterprise. Manpower planning is needed in order to forecast and meet
additional manpower requirement due to expansion and growth needs through
recruitment and suitable training programs.

¾ Meeting challenges of technological environment: HRP is helpful in effective use of

technological progress. To meet the challenge of new technology existing employees
need to be retrained and new employees may be recruited.

¾ Coping with change: HRP enables an enterprise to cope with changes in competitive
forces, markets, products, and technology and government regulations. Such changes
generate changes in job content, skill, number and type of personals.

¾ Increasing investment in HR: An employee who picks up skills and abilities becomes a
valuable resource because an organisation makes investments in its manpower either
through direct training or job assignments.

¾ Adjusting manpower requirements: A situation may develop in; an organisation when

there will be surplus staff in one department and shortage of staff in some other
department. Transfers and promotions are made for meeting such situations.

¾ Recruitment and selection of employees: HRP suggests the type of manpower required in
an organisation with necessary details. This facilitates recruitment and selection of
 suitable personnel for jobs in the Organisation. Introduction of appropriate selection tests
and procedures is also possible as per the manpower requirements.

¾ Placement of manpower: HRP is needed as it facilitates placement of newly selected

persons in different departments as per the qualifications and also as per the need of
different departments. Surplus or shortage of manpower is avoided and this ensures
optimum utilization of available manpower.

¾ Training of manpower: HRP is helpful in selection and training activities. It ensures that
adequate numbers of persons are trained to fill up the future vacancies in the
Organisation.

HR TOPICS - FUNCTIONS

Recruitment and Selection Process

Complete Recruitment life cycle

¾ Levels of Companies
¾ Technologies and Domineer
¾ Portal Explanation
¾ Explanation of Job Description and Analyzing of Requirement
¾ Sourcing of Profiles from Portals
¾ Screening of profiles as per the requirement
¾ Calling the Candidates
¾ Formatting of profiles and Tracker’s Preparation
¾ Maintenance of Database

Training and Development

¾ Concept of Training and Development

¾ Training Needs Identification Process
¾ Designing Annual Training Plans
¾ Training Execution
 ¾ Designing Employee Development Initiatives
¾ Designing Supervisory Development Programs
¾ Designing Management Development Programs
¾ What is Training ROI and how to Calculate
¾ Introduction to Best Trainer Skills, Knowledge and Abilities

Induction and Orientation

¾ How to Design Induction Programs and Execution

¾ How to Design on the Job Training Programs and Monitoring
¾ How to evaluate effectiveness of Induction and on the Job Training Programs
¾ Probation Confirmation and HR Role

Team Management Skills

¾ Understanding What is a Team

¾ Understanding Team Development Stages
¾ What is your Team Membership Orientation
¾ How to improve your effectiveness as Team Member
¾ What is Team Leadership
¾ Understanding my Orientation
HR Recruitment:

According to Edwin Flippo, "Recruitment is the process of searching for prospective

employees and stimulating them to apply for jobs in the Organisation."

Recruitment is a continuous process whereby the firm attempts to develop a pool of qualified
applicants for the future human resources needs even though specific vacancies do not exist.
Usually, the recruitment process starts when a manger initiates an employee requisition for a
specific vacancy or an anticipated vacancy.

It is the process to discover sources of manpower to meet the requirement of staffing schedule
and to employ effective measures for attracting that manpower in adequate numbers to facilitate
effective selection of an efficient working force.

Recruitment of candidates is the function preceding the selection, which helps create a pool of
prospective employees for the organisation so that the management can select the right candidate
for the right job from this pool. The main objective of the recruitment process is to expedite the
selection process.

Recruitment is almost central to any management process and failure in recruitment can create
difficulties for any company including an adverse effect on its profitability and inappropriate
levels of staffing or skills. Inadequate recruitment can lead to labor shortages, or problems in
management decision making and the recruitment process could itself be improved by following
management theories. The recruitment process could be improved in sophistication with Rodgers
seven point plan, Munro-Frasers five-fold grading system, psychological tests, personal
interviews, etc. Recommendations for specific and differentiated selection systems for different
professions and specializations have been given. A new national selection system for
psychiatrists, anesthetists and dental surgeons has been proposed within the UK health sector

Need for Recruitment

The need for recruitment may be due to the following reasons / situations
¾ Vacancies: due to promotions, transfers, retirement, termination, permanent disability,
death and labour turnover.

¾ Creation of new vacancies: due to growth, expansion and diversification of business

activities of an enterprise.

¾ In addition, new vacancies are possible due to job respecification.

The recruitment and selection is the major function of the human resource department and
recruitment process is the first step towards creating the competitive strength and the strategic
advantage for the organisations. Recruitment process involves a systematic procedure from
sourcing the candidates to arranging and conducting the interviews and requires many resources
and time. A general recruitment process is as follows:

Identifying the vacancy:

The recruitment process begins with the human resource department receiving requisitions for
recruitment from any department of the company. These contain:

• Posts to be filled
• Number of persons
• Duties to be performed
• Qualifications required
 ¾ Preparing the job description and person specification.
¾ Locating and developing the sources of required number and type of employees
(Advertising etc).
¾ Short-listing and identifying the prospective employee with required characteristics.
¾ Arranging the interviews with the selected candidates.
¾ Conducting the interview and decision making

The HR Role in Recruitment changed and HRM:

¾ Decides about the design of the recruitment processes and to decide about the split of
roles and responsibilities between Human Resources and Hiring Manager
¾ Decides about the right profile of the candidate
¾ Decides about the sources of candidates
¾ Decides about the measures to be monitored to measure the success of the process

A traditional role of HR in Recruitment was an administrative part of the whole process. The
HRM was responsible for maintaining the vacancies advertised and monitored, but the real
impact of HRM to the performance of the whole recruitment process was minimal.
But as the role of Human Resources in the business was increasing, the HR Strategy was
changed. From making the process working to the real management of HR Processes and the
Recruitment Process was the first to manage.
The role of HR in Recruitment is very important as HRM is the function to work on the
development of the recruitment process and to make the process very competitive on the market.
As the job market gets more and more competitive, the clearly defined HR Role in Recruitment
will be growing quickly. HRM is not a function to conduct all the interviews today, the main role
of Human Resources is to make the recruitment process more attractive and competitive on the
job market.
Scope of HR Recruitment:
¾ HR jobs are one of most important tasks in any company or organization.
¾ To structure the Recruitment policy of company for different categories of employees.
¾ To analyses the recruitment policy of the organization.
¾ To compare the Recruitment policy with general policy.
¾ To provide a systematic recruitment process.
¾ It extends to the whole Organization. It covers corporate office, sites and works
appointments all over India.
¾ It covers workers, Clerical Staff, Officers, Jr. Management, Middle Management and
Senior Management cadres.
¾ A recruitment agency provides you with career counseling which renders a crystal clear
picture of what are the possible career options out there for you and which job option
suits you the best.

Objective of HR
¾ To obtain the number and quality of employees that can be selected in order to help the
organization to achieve its goals and objectives.
¾ Recruitment helps to create a pool of prospective employees for the organization so that
the management can select the right candidate for the right job from this pool.
¾ Recruitment acts as a link between the employers and the job seekers and ensures the
placement of right candidate at the right place at the right time.
¾ Recruitment serves as the first step in fulfilling the needs of organizations for a
competitive, motivated and flexible human resource that can help achieve its objectives.
¾ The recruitment process exists as the organization hire new people, who are aligned with
the expectations and they can fit into the organization quickly.

Advantage of Outsourcing Recruitment/Hiring of Consultancy

Traditionally, recruitment is seen as the cost incurring process in an organization. HR
outsourcing helps the HR professionals of the organisations to concentrate on the strategic
functions and processes of human resource management rather than wasting their efforts, time
and money on the routine work.
 Outsourcing the recruitment process helps to cut the recruitment costs to 20 % and also provide
economies of scale to the large sized organizations.
The major advantages of outsourcing performance management are:

Cost Reduction

Result Time saving of

Hiring of consultancy
Qualitative/Quantitative Company

Focus Management
Effort

Outsourcing is beneficial for both the corporate organisations that use the outsourcing services as
well as the consultancies that provide the service to the corporate. Apart from increasing their
revenues, outsourcing provides business opportunities to the service providers, enhancing the
skill set of the service providers and exposure to the different corporate experiences thereby
increasing their expertise.

The advantages accruing to the corporate are:

¾ Turning the management's focus to strategic level processes of HRM
¾ Accessibility to the expertise of the service providers
¾ Freedom from red tape and adhering to strict rules and regulations
¾ Optimal resource utilisation
¾ Structured and fair performance management.
¾ A satisfied and, hence, highly productive employees
¾ Value creation, operational flexibility and competitive advantage
Therefore outsourcing helps both the organisations and the consultancies to grow and perform
better.
Changing Role of Recruitment Intermediaries:

Recruitment consultancies, agencies or intermediaries are witnessing a boom in the demand of

their services, both by the employers and the job seekers. With an already saturated job market,
the recruitment intermediaries have gained a vital position acting as a link between the job
seekers and the employers.
But at the same time, one of the major threats faced by this industry is the growing popularity of
e-recruitment. With the changing demand, technologies and the penetration and increasing use of
internet, the recruitment consultancies or the intermediaries are facing tough competition. To
retain and maintain their position in the recruitment market, the recruitment intermediaries or
consultants (as they are commonly known) are witnessing and incorporating various changes in
terms of their role, functions and the services.
According to a survey amongst top employers, most of them agree with the growing influence of
technology and the Internet on the recruitment processes. 70 per cent of employers reported the
use of application portal on their company’s official website. Apart from that, the emerging
popularity of the job portals is also growing.
But the fact that the intermediaries or the consultants are able to provide their expert services,
economies of scale, up to 40 percent savings in the recruitment costs, knowledge of the market,
the candidates, understanding of the requirements, and most importantly, the assess to the
suitable and talented candidates and the structured recruitment processes. The recruitment
intermediaries save the organisations from the tedious of weeding out unsuitable resumes, co-
coordinating interviews, posting vacancies etc. give them an edge over the other sources of
recruitment.
To retain their position as the service providers in the recruitment market, the recruitment
intermediaries are providing vale added services to the organisations. They are incorporating the
use of internet and job portals, making their services more efficient.
Despite of the growing use of the internet, the recruitment intermediaries are predicted to
continue dominating the recruitment market in the anticipated future.
Recruitment Management System

Recruitment management system is the comprehensive tool to manage the entire recruitment
processes of an organisation. It is one of the technological tools facilitated by the information
management systems to the HR of organisations. Just like performance management, payroll and
other systems, Recruitment management system helps to contour the recruitment processes and
effectively managing the ROI on recruitment.
The features, functions and major benefits of the recruitment management system are 4explained
below:

¾ Structure and systematically organize the entire recruitment processes.

¾ Recruitment management system facilitates faster, unbiased, accurate and reliable
processing of applications from various applications.
¾ Helps to reduce the time-per-hire and cost-per-hire.
¾ Recruitment management system helps to incorporate and integrate the various links like
the application system on the official website of the company, the unsolicited
applications, outsourcing recruitment, the final decision making to the main recruitment
process.
¾ Recruitment management system maintains an automated active database of the
applicants facilitating the talent management and increasing the efficiency of the
recruitment processes.
¾ Recruitment management system provides and a flexible, automated and interactive
interface between the online application system, the recruitment department of the
company and the job seeker.
¾ Offers tolls and support to enhance productivity, solutions and optimizing the recruitment
processes to ensure improved ROI.
¾ Recruitment management system helps to communicate and create healthy relationships
with the candidates through the entire recruitment process.
¾ The Recruitment Management System (RMS) is an innovative information system tool
which helps to sane the time and costs of the recruiters and improving the recruitment
processes.
HR Recruitment Process
1. Client need assessment
¾ Define objectives and specifications
¾ Understand client's business and culture
¾ Understand the job/position specifications
¾ Understand roles and responsibilities of the prospective candidate
¾ Develop a search plan and review with the client
2. Candidate Identification
¾ Identify target sources
¾ Extensive organization mapping, research & database search of the profile
¾ Provide status report to client about the available talent pool
3. Candidate assessment and Presentation
¾ Screen and evaluate candidates
¾ Personal Interviews with Candidates wherever possible - assess skills, interest level and
cultural fit
¾ Discuss the shortlist with the client and send resumes
4. Candidate interview, selection & Presentation of Offer
¾ Facilitate interviews with the client
¾ Obtain feedback
¾ Participate in decision making process
¾ Provide inputs on candidate's desired compensation
5. Closure & Follow up
¾ Negotiate offer acceptance
¾ Execute Reference check, Compensation & Job Level Discussions
¾ Coordinate Joining Formalities and on boarding as per predefined date
¾ Closing review to understand client's level of satisfaction.

HR Telephonic Interview Questions:

¾ Tell me about yourself?
¾ Tell me about your job profile?
¾ How much current CTC, you’re getting in current organization?
¾ How much you’re expecting form new organization?
¾ How the notice period you required if you are selected?
¾ Why did you want to resign from your previous job?
HR Challenges in Recruitment
Recruitment is a function that requires business perspective, expertise, ability to find and match
the best potential candidate for the organisation, diplomacy, marketing skills (as to sell the
position to the candidate) and wisdom to align the recruitment processes for the benefit of the
organisation. The HR professionals – handling the recruitment function of the organisation- are
constantly facing new challenges. The biggest challenge for such professionals is to source or
recruit the best people or potential candidate for the organisation.
In the last few years, the job market has undergone some fundamental changes in terms of
technologies, sources of recruitment, competition in the market etc. In an already saturated job
market, where the practices like poaching and raiding are gaining momentum, HR professionals
are constantly facing new challenges in one of their most important function- recruitment. They
have to face and conquer various challenges to find the best candidates for their organisations.

The major challenges faced by the HR in recruitment are:

¾ Adaptability to globalization – The HR professionals are expected and required to keep in
tune with the changing times, i.e. the changes taking place across the globe. HR should
maintain the timeliness of the process

¾ Lack of motivation – Recruitment is considered to be a thankless job. Even if the

organisation is achieving results, HR department or professionals are not thanked for
recruiting the right employees and performers.

¾ Process analysis – The immediacy and speed of the recruitment process are the main
concerns of the HR in recruitment. The process should be flexible, adaptive and
responsive to the immediate requirements. The recruitment process should also be cost
effective.

¾ Strategic prioritization – The emerging new systems are both an opportunity as well as a
challenge for the HR professionals. Therefore, reviewing staffing needs and prioritizing
the tasks to meet the changes in the market has become a challenge for the recruitment
professionals.
 Research
Methodology
RESEARCH is a ‘careful investigation or inquiry especially through search for new facts in any
branch of knowledge’.

METHODOLOGY OF STUDY:
The project is a systematic presentation consisting of the enunciated problem, formulated
hypothesis, collected facts of data, analyzed facts and proposed conclusions in form of
recommendations.
The data has been collected from both the sources primary and secondary sources.

DATA COLLECTION:
Primary Data:
Primary data was collected through survey method by distributing questionnaires to employees.
The questionnaires were carefully designed by taking into account the parameters of my study.
Secondary Data:
Data was collected from web sites, going through the records of the organisation, etc. It is the data
which has been collected by individual or someone else for the purpose of other than those of our
particular research study. Or in other words we can say that secondary data is the data used
previously for the analysis and the results are undertaken for the next process.

KIND OF RESEARCH
The research done by

EXPLORATORY RESEARCH
This kind of research has the primary objective of development of insights into the problem. It
studies the main area where the problem lies and also tries to evaluate some appropriate courses
of action.

Sample Design:
A complete interaction and enumeration of all the employees was not possible so a sample was
chosen that consisted of 25 employees. The research was taken by necessary steps to avoid any
biased while collecting the data.
Tools of Analysis:
The data collected from both the sources is analyzed and interpreted in the systematic manner
with the help of statistical tool like percentages.

RESEARCH DESIGN:
A research design is the arrangement of the condition for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in procedure.

A research design is the specification of methods and procedure for acquiring the information
needed to structure or to solve problems. It is the overall operation pattern or framework of the
project that stipulates what information is to be collected from which source and be what
procedures.

1 What is study about?

2 What is study being made?

3 Where will the study be carried out?

4 What type of data is required?

5 Where can the required data be found?

6 What will be the sample design?

7 Technique of data collection.

8 How will data be analyzed?

Data Analysis
And
Interpretation
The analysis of the data is done as per the survey finding. The data is represented
graphically in percentage. The percentage of the people opinion were analyzed and
expressed in the form of charts.

Question 1: What form of interview did you prefer?

Most of the manager Prefer Personal interviews, 30% prefer to take telephonic interviews where
as only 20% goes for video conferencing and rest 10% adopt some other means of interviews.
Question 2: What source you adopt to source candidates?

Candidate Referral
Advertising
Candidate Job Portal
Referral
10%
Advertising
5%

Job Portal
85%
Source: Compiled from questionnaire data
Interpretation:
This analysis indicates that most of the respondent i.e. 85% responded for Job Portal, 10%
responded for Candidate referral and 5% responded for Advertising.

Question 3: How many stages are involved in selecting the candidate? / How many
Question you are asking during the Telephonic interview round?

Four One
10% 5%

One
Two
Three Two Three
40% 45% Four

Most of the Executives Prefer two stages of interview, 40% prefer to take three stages interviews
where as only 10% goes for four rounds and rest 5% sometimes opt for one round of interviews.
Question 4: How do you track the source of candidate?

Software
Data 5%
15%

Software

Online
Online
80% Data

Most of the Executives 80% prefer online, 15% prefer Data where as only 5% goes for software
to source a candidate.

Question 5: Does the organization clearly define the position objectives, requirements and
candidate specifications in the recruitment process?

No
5%

Yes
No

Yes
95%

This analysis indicates that most of the respondent i.e. 95% responded for Yes and 5% responded
for No.
Question 6: What is the average time spent by executives during recruitment (each
candidate)?
more than 15
mins 1 - 5 minutes
10% 5 - 10 mins
10 - 15 mins
10 - 15 mins
10% more than 15 mins

5 - 10 mins
20%
1 - 5 minutes
60%

This analysis indicates that most of the respondent i.e. 60% responded for 1 to 5 minutes, 20%
responded for 5 to 10 mins, whereas 10% responded for 10 – 15 mins and rest 10% responded
for more than 15 mins.

Question 7: Do you follow different recruitment process for different grades of employees?

No
5%

Yes
No

Yes
95%

This analysis indicates that most of the respondent i.e. 95% responded for Yes and 5% responded
for No.

Question 8: What are the basic questions you ask to the candidate?
 Current Job Notice Period
Current / Profile 0%
Expected CTC 0%
Experience (Total
0% / Relevent)
0%

Experience (Total / Relevent)

Current / Expected CTC
All of the Above Current Job Profile
100% Notice Period
All of the Above

This analysis indicates that the entire respondent i.e. 100% responded for asking all the basic
questions.

Question 9: Do you have any system to calculate cost per recruitment?

Yes
No
No
Yes
70%
30%

This analysis indicates that most of the respondent i.e. 70% responded for No and 30%
responded for Yes.

Question 10: Is there any provision for evaluation and control of recruitment process?
 Yes
No
55% No

Yes
45%

This analysis indicates that most of the respondent i.e. 55% responded for No and 45%
responded for Yes.

Question 11: Is there any facility for absorbing the trainees in your organization?

No
Yes
Yes
No
70%
30%

This analysis indicates that most of the respondent i.e. 70% responded for Yes and 30%
responded for No.

THEORITICAL FRAMEWORK:
THEORIES REGARDING RECRUITMENT
RECRUITMENT IS TWO WAY STREET:
It takes recruiter and a recruitee: It takes a recruiter and a recruitee recruiter has a choice whom
to recruit and whom not;
As per Behling et al, there are three ways in which a prospective employee makes a decision to
join an organization.

Accordingly, the following three theories of recruitment have been evolved:

¾ Objective factor theory

¾ Subjective factor theory

¾ Critical contact theory

These theories can be explained as follows:

Objective Factor Theory

It assumes that the applicants are rational. As per this theory, the choice of organization by a
potential employee depends on objective assessment of tangible factors such as;
Pay package, Location, Opportunity per career growth, Nature of work and Educational
opportunities. The employer according to this theory considers certain factors among others;
educational qualification, years of experience and special qualification/experience.

Subjective Factor Theory

The decision making is dominated by social and psychological factors. The status of the job,
reputation of the organization and other similar factors plays an important role.
According to this theory, compatibility of individual personality with the image of organization
is decisive factor in choosing an organization by individual candidate seeking for employment.
These subjective factors are; Personal compatibility for the position, Competence and Best fit.

Critical Factor Theory

The critical factors observed by the candidate during his interaction with the organization play a
vital role in decision making. Recruiter being in touch with the candidate, promptness of
response and similar factors are important. This theory is more valid with the experienced
professionals.
There are instances when a candidate is unable to choose an organization out of alternative based
on Objective and Subjective factor(s) listed above. This is due to many reasons such as limited
contact and insufficient data with regards to the organization or its own inability to analyze and
come to ant conclusion. In such cases, certain critical factors observed by the manager during
interview and contact with personnel of the organization will have profound influence in his
decision process.

It must be noted that, the theoretical base given above by Behling et al was mostly influenced by
the working condition which existed in developed countries like The United States of America
and European countries. In these countries, vacancies are many and there is scarcity of suitable
hands unlike in developing countries like Cameroon where vacancies are less and hands are more
resulting to large scarce unemployment. The theoretical base given above cannot be applied in
developing countries except in hid paid jobs where higher skills and better knowledge are the
prerequisites. In such cases, candidates have variety of choices and he is the master of his choice.
In production, servicing and clerical jobs, unemployment is where the number of job seekers far
exceeds the vacancies.
In such a situation, candidates have little choice and such, grab whatever organization call him or
her for employment. In such a case, the potential organization is in a better place to choose the
candidates from the many available.
Hence, the recruitment process should be that of filtering and re-distributing potential candidates
not only, for actual or anticipated organization vacancies but also searching for prospective
employee.
From Behling’s review, it could be assessed that workers output will increase due to certain
objectives of motivating them through regular payment. This will help to influence their working
conditions thereby making them to be effective at work.
Problems arise when unemployment rate is high and the number of those seeking for jobs far
exceeds the vacancies that exist. In this case, candidates have little choice to be offered the job in
the institution. Though they possess the knowledge, education, the process should be to filter and
re-discover their potentials.
When this happens, right (qualified) employees should be placed in the right positions and as a
result, it will lead to an increase in productivity.
Due to the subjective factor of a candidate being best fit for the job, it is not the best procedure to
determine whether his output will increase or decrease but it should be assessed from the critical
factor observed during interview and the contact with the personnel of the organization that will
influence his productivity and his decision making.

Personality–Job Fit Theory

The personality–job fit theory postulates that a person's personality traits will reveal insight as to
adaptability within an organization. The degree of confluence between a person and the
organization is expressed as their Person-Organization (P-O) fit. This also referred to as a
person–environment fit. A common measure of the P-O fit is workplace efficacy; the rate at
which workers are able to complete tasks. These tasks are mitigated by workplace environs- for
example, a worker who works more efficiently as an individual than in a team will have a higher
P-O fit for a workplace that stresses individual tasks (such as accountancy). By matching the
right personality with the right company workers can achieve a better synergy and avoid pitfalls
such as high turnover and low job satisfaction. Employees are more likely to stay committed to
organisations if the fit is 'good'.
In practice, P-O fit would be used to gauge integration with organizational competencies. The
Individual is assessed on these competencies, which reveals efficacy, motivation, influence, and
co-worker respect. Competencies can be assessed using various tools like psychological tests,
competency based interview, situational analysis, etc.
If the Individual displays a high P-O fit, we can say that the Individual would most likely be able
to adjust to the company environment and work culture, and would be able to perform at an
optimum level.
 Findings,
Conclusion,
Suggestions,
Limitation
 FINDINGS

¾ According to the Survey, Recruitment differs from company to company for each
category.

¾ According to the Survey, the company do utilize internet sites for the recruitment process
and for finding the talent candidate

¾ According to survey it is observed that the company are utilizing the job description in
order to make screening process more efficient

Limitation of the study:

The study is subjected to the following limitations

¾ The study is based on the data provided by the company statements so, the limitations of
the company’s employees remaining are equally applicable.

¾ In some cases data is collected from the companies past records.

 CONCLUSIONS

• Polices adopted by EMC are transparent, legal and scientific.

• Recruitment is fair.

• The recruitment should not be lengthy.

• To some extent a clear picture of the required candidate should be made in order to
search for appropriate candidates.

• Most of the employees were satisfied but changes are required according to the changing
scenario as recruitment process has a great impact on the working of the company as a
fresh blood, new idea enters in the company.

SUGGESTIONS

• Time management is very essential and it should not be ignored at any level of the process.

• Recruitment policy is satisfactory in EMC but the periodicity of recruitment is being

more which needs to be reduced.

• Communication, personal and technical skills need to be tested for employees