A Report On

ONLINE MARKETING INITIATIVES AT GLOBAL MERGERS.

.a beginning
Project Guide: Prof. Jacob Chandy

Project by,

Vignesh .R.V 12BSP1638 GLOBAL MERGERS

A Report On

ONLINE MARKETING INITIATIVES AT GLOBAL MERGERS.

.a beginning
Project Guide: Prof. Jacob Chandy

By, Vignesh .R.V 12BSP1638 GLOBAL MERGERS A report submitted in partial fulfilment of the requirements of PGPM Program of IBS BANGLORE. Distribution List: Faculty Guide: Prof. Jacob Chandy IBS BANGLORE Company Guide: Mr. Ravi K. Gowda, CEO GLOBAL MERGERS

31/05/2013

AUTHORISATION

I hereby declare that this report titled Online Marketing Initiatives at Global Mergersa beginning" is a record of independent work carried out by me as a part of S u m m e r I n t e r n s h i p P r o j e c t for the PGPM course of IBS Bangalore, ICFAI University for the period starting from March 2013 to June 2013. The above project was performed under the guidance of Prof. Jacob Chandy (Faculty Guide) & Mr. Ravi K. Gowda, CEO (Company Guide) I declare that the information given in the above project is true to my knowledge.

Date

Date

Faculty Guide Signature

Company Guide Signature

ACKNOWLEDGEMENT

The work on this project has been an inspiring, often exciting, sometimes challenging, but always an interesting experience. At the very outset, I wish to thank IBS BANGLORE for giving me the opportunity to participate in this interesting digital marketing project, that helped me gain insights into the Digital World. Mr. Jacob Chandy (Faculty Guide) and Mr. Ravi K. Gowda (Company Guide) CEO of GLOBAL MERGERS who have supported me with their guidance, insights,

encouragement and many a fruitful discussion on this project. I am grateful to them to have spared their time and showing the patience to our answer our queries. The kindness shown by them, in spite of him being so busy with his work, is highly appreciated. I would a l s o l i k e t o thank Mrs. Smitha Sarma Ranganathan, and all my fellow colleagues (Mr. Sanjeet, Mr. Neeraj & Ms. Tinku) who supported me at all times. This ensured the prompt completion of this project. This acknowledgment would be incomplete without expressing my sincere appreciation to all my family and friends who spent their precious time in supporting me in this Online Marketing Project.

Vignesh .R.V IBS Business School, Bangalore

Table of Contents
AUTHORISATION .............................................................................................................................. 3 ACKNOWLEDGEMENT.................................................................................................................... 4 EXECUTIVE SUMMARY ..................................................................................................................... 6 INTRODUCTION .................................................................................................................................. 7 2.1 OBJECTIVE OF THE REPORT........................................................................................................ 7 2.2 LIMITATIONS OF THE REPORT ............................................................................................... 7 2.3 EVOLUTION OF MARKETING............................................................................................. 8 GLOBAL MERGERS .......................................................................................................................... 10 3.1 INTRODUCTION ...................................................................................................................... 10 3.2 SERVICES .................................................................................................................................. 11 3.3 Rationality behind Mergers & Acquisition ............................................................................ 12 ONLINE MARKETING ..................................................................................................................... 14 4.1 BENEFITS OF ONLINE MARKETING ................................................................................... 15 4.2 TRADITIONAL MARKETING & ONLINE MARKETING ................................................... 16 4.3 MARKETING IN GLOBAL MERGERS .......................................................................... 18 LEAD to POTENTIAL......................................................................................................................... 23 5.1 Sources where I generated Leads for Global Mergers. ............................................................. 23 5.2 Sources where I get the contact details of Management People. .......................................... 25 5.3 Process of Converting Lead to Potential using Online Marketing. .................................. 28 INSIGHTS & RECOMMENDATIONS .............................................................................................. 32 6.1 INSIGHTS ..................................................................................................................................... 32 6.2 RECOMMENDATIONS.......................................................................................................... 33 CASE STUDY....................................................................................................................................... 34 7.1 CASE STUDY Dell Computer ..................................................................................................... 34 7.2 CASE STUDY Barrack Obama ............................................................................................... 35 CONCLUSION ..................................................................................................................................... 37 ATTACHMENTS ................................................................................................................................. 38 REFERENCES ........................................................................................................................ 39

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1
EXECUTIVE SUMMARY
The internship commenced as per schedule on 12th March, 2013 and I Vignesh .R.V have done a report titled Online Marketing Initiatives at Global Mergers.....a beginning at Global Mergers. Global Mergers is an Investment Banking and Mergers & Acquisition advisory company. There has been an adequate amount of learnings, understandings and

accumulation of knowledge that happened. This report speaks about how the Brand Global Mergers & Services like Raising Capital, Mergers & Acquisition and Corporate Advisory being promoted in online space and the strategies that I have followed is like re developing company Brochure, Website and Created an online space such as Facebook, Twitter, LinkedIn, Blogs & Advertisements in several websites like Google Ad Word, Merar, Navatar Deal Connect and etc.. Which is being my objective of the report. The first part of the report talks about Online Marketing Concepts, Traditional Marketing verses Online Marketing, Marketing Statistics, Social Media promotions, rational behind Mergers & Acquisition and the later part talks about how the lead is being generated and the process of converting it into potential using Online Marketing and various techniques that has learnt by me in the company. My Recommendation for the company are to subscribe in various websites like fundoodata, Google Ad word, businessonsale.com, more focus on online marketing rather than traditional marketing, maintenance of online database (ZOHO CRM) should be top one person and finally increase the frequency of telemarketing and advertisement on online. During this period I led a team of intern from various business school and I have been awarded as Best Performer among all the Intern and Ive secured a client for Mergers & Acquisition.

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2
INTRODUCTION
2.1 OBJECTIVE OF THE REPORT
To understand the concepts of Online Marketing. To Study the Brand and Services of Global Mergers and how it can be promoted through Online as an Effective Media. To Study the Effectiveness of Online Marketing while comparing with Traditional Marketing in Global Mergers. To study how Online Marketing helps to get Clients & Investors for Global Mergers.

2.2 LIMITATIONS OF THE REPORT

Promoting and Targeting the Correct Segment of People Not enough Customer Database Difficulty in reaching customers as Online Marketing is in Start up level at Global Mergers. Getting ranked at the top in major search engines and practicing good search engine optimization techniques

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2.3 EVOLUTION OF MARKETING

Marketing Spelled Pronunciation [m(r)kt]

noun 1. the act of buying or selling in a market. 2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

At the beginning of the century, social life was mostly local and it was followed by a period in which commodities were produced on a mass scale. Consumer Marketing operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an emerging global culture.

The major driver of these changes is technology. Technological change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to communication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them.

In todays technology driven world, a new fast paced digital economy is emerging. Tomorrow there will be companies that will exist only inside computer networks. Most business transactions will be made electronically, directly from the producer to the consumer, bypassing the supply chain. In the digital marketing environment, the consumer becomes an integral player in the development of the product. In fact, a consumer might build the product himself from a wide array of parts provided by the Company.

It is e-commerce that is changing the way products and services are conceived, manufactured, promoted, priced, distributed and sold. The reason being that it is much cheaper; it allows vast coverage and helps in serving the customer better.

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2.4 ADVERTISING

Advertising
noun

Spelled Pronunciation [dv(r)taz]

1. the act or practice of calling public attention to one's product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by advertising. 2. paid announcements; advertisements. 3. the profession of planning, designing, and writing advertisements. Advertising is a paid form of communication, although some forms of advertising, such as public service announcements, use donated space and time. Second, not only is the message paid for, but the sponsor is identified. Third, most advertising tries to persuade or influence the consumer to do something, although in some cases the point of the message is simply to make consumers aware of the product or company Fourth and fifth, the message is conveyed through many different kinds of mass media reaching a large audience of potential consumers. Finally, because advertising is a form of mass communication, it also non-personal A definition of advertising, then, includes all six features Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience

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3
GLOBAL MERGERS
3.1 INTRODUCTION
Global Mergers are passionately committed to Raising Capital which will help entrepreneurs, and business owners to develop better product and services with cutting edge technology which in turn will improve the lives of millions of people across the Globe. They comfortably positioned to help our clients through our industry knowledge and strong network in the industry.

What GLOBAL MERGERS Does.?

Global Mergers', provide independent advice to corporations, partnership firms, institutions and individuals on Raising Capital Mergers & Acquisitions Corporate Advisory Their focus is Mid-size companies who have carved niche for themselves and became leaders in their field. They provide services in Technologies, Telecom, Media, Healthcare, Manufacturing, Consumer Goods and Real Estate.

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3.2 SERVICES Raising Capital

Global Mergers help clients seize the opportunity to take their business to next level by accessing new

capital because they maintain strong relationships with investors, and

institutional venture

capitalists,

private equity groups. Global Mergers

extensive relationships enable them to assist the clients in finding the right capital partner for grown and success. And also helps clients with growth capital, financing an acquisition and debt restructures.

Mergers & Acquisition

Global Merger advice clients on all stages of a mergers & acquisition (M&A), from the initial phase of defining strategy to successfully closing the deal as they specialize in M&A in the mid-market, and with global contacts Global Mergers can identify suitable targets and make a personal approach to the owners on a local basis to ensure regional cultural norms are respected. Global Mergers also advise on valuations to avoid overpaying, and will closely manage the process to ensure a timely conclusion by executing the deal on a timely basis, avoid the many pitfalls and will be one step ahead of its competition.

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3.3 Rationality behind Mergers & Acquisition

Following may be the reasons behind Mergers & Acquisition 1. Revenues: By combining the two companies, we will realize higher revenues then if the two companies operate separately. 2. Expenses: By combining the two companies, we will realize lower expenses then if the two companies operate separately. 3. Cost of Capital: By combining the two companies, we will experience a lower overall cost of capital. By merging, the companies hope to benefit from the following: Staff reductions - As every employee knows, mergers tend to mean job losses. Consider all the money saved from reducing the number of staff members from accounting, marketing and other departments. Job cuts will also include the former CEO, who typically leaves with a compensation package. Economies of scale - Yes, size matters. Whether it's purchasing stationery or a new corporate IT system, a bigger company placing the orders can save more on costs. Mergers also translate into improved purchasing power to buy equipment or office supplies - when placing larger orders, companies have a greater ability to negotiate prices with their suppliers. Acquiring new technology - To stay competitive, companies need to stay on top of technological developments and their business applications. By buying a smaller company with unique technologies, a large company can maintain or develop a competitive edge. Improved market reach and industry visibility - Companies buy companies to reach new markets and grow revenues and earnings. A merge may expand two companies' marketing and distribution, giving them new sales opportunities. A merger can also improve a company's standing in the investment community: bigger firms often have an easier time raising capital than smaller ones.

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Corporate Advisory
Gap Analysis help companies compare actual performance with potential performance. At its core are two questions: Where are they? And where do they want to be? If your company or organization does not make the best use of current resources, or foregoes investment in capital or technology, it may produce or perform below its potential. Global Mergers take clients to where they want to be?

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4
ONLINE MARKETING

Online marketing, also referred to as web marketing, internet marketing, or eMarketing, is the marketing of products or services over the Internet. Online marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sale. The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of online marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium. Online marketing is sometimes considered to have a broader scope because it not only refers to digital media such as the Internet, e-mail, and wireless media; however, online marketing also includes management of digital customer data (e.g. ZOHO CRM) and electronic customer relationship management (ECRM) systems.

India has added 88 million Internet users during 2008-2012 and now has 137 million Internet users, recording a 26% growth year-on-year (YoY). The population penetration rate for India stood at 11%.

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4.1 BENEFITS OF ONLINE MARKETING

FOR CUSTOMERS Convenience: Customers can order products 24 hours a FOR MARKETERS Quick adjustments: Companies can quickly add/change

day wherever they are. They dont have to services to their offering and descriptions. sit in traffic, and a parking space, and walk through countless shops to find and examine goods. Information: Customers can find reams of Lower costs: Online Marketers can produce digital

comparative information about companies, catalogues for much less than the cost of products, competitors, and prices without printing and mailing paper catalogues and leaving their office or home. also through advertising through sites are also lower cost. Fewer hassles: Customers dont have to face Relationship building: On-line marketers can dialogue with

salespeople or open themselves up to consumers and learn from them. persuasion and emotional factors; they also dont have to wait in line. Audience sizing: Marketers can learn how many people visited their on-line site and how many stopped at particular places on the site. This information can help improve offers and ads.

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4.2 TRADITIONAL MARKETING & ONLINE MARKETING

PRODUCTS Product in traditional marketing is tangible for the customer whereas through a website in Internet marketing is just a virtual image. The customer cannot experience the quality and size of the product by seeing it on the website in the same way as seeing the product in a physical store. Not being able to reach and feel the product physically, can affect on his/her purchasing decision. When it comes to range of products offered through Internet compared to physical stores, there is an advantage of possibility for a company to offer a wide range of products on their website. One issue that can affect the customers choice of purchase is the warranty of the good. This gives comfort to customers, both in traditional marketing and Internet marketing but most importantly it gives the secure feeling to those purchasing online. The customer that cannot see and touch the product when purchasing it would feel more secure knowing that there is a warranty on the product and this would make the choice of purchase easier and less risky.

PRICE The pricing of a product can be based on the costs of its process in reaching the market. When a company does Internet marketing it has a bigger opportunity to save costs and therefor possibility to have lower prices. One of the reasons for this is the cost of space for keeping the products or the cheap way of communication through internet such as communication by e-mail. When marketing through Internet, the competition is very though which affects the pricing reasons. Since payments for purchase through Internet are done by credit card mostly, there can be some security issues that create problems. i.e. a customer would feel more secure paying in the physical store where they can have more control over the payment process, whereas purchasing online they would be taking a risk when giving the credit card details.

PLACE In traditional marketing, companies have the opportunities to decorate the stores in order to create a specific atmosphere that can attract customers. Some attractive tools to create

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that atmosphere can be music, colours, etc., but through Internet marketing it is almost impossible to create a real sensation since a website is just a virtual image. Even though many of the websites try to create an atmosphere by adding the same tools for attraction, they cannot create as real experience as can be created in the physical store. The atmosphere of the store is mentioned to be very important for sales of the products. But in the end the experience of stepping into the store is different than clicking on computer when shopping. Internet helps companies to be reachable at any time, regardless of openings hours that physical stores require. Also the possibility for the customers to reach the store location online and the range of customers that can do that is much wider compared to the physical location of the store.

PROMOTIONS When it comes to promotion, one thing is clear in difference between the communication through traditional tools and Internet and that is the speed. Speed of getting the message of advertisement, news or any type of information through to customers is very quick through Internet. This is a very important issue in the competitive world of business. Another difference between promotion by Internet and promotion by traditional ways is the durability of the marketing message the marketer wants to communicate with the customers. In traditional manner, the message would receive attention during a limited amount of time.

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4.3 MARKETING IN GLOBAL MERGERS

EARILER DAYS PRESENT DAYS

Telemarketing was the tool for Sourcing Clients.

Sourcing Clients is easy with Online Marketing such as Social Medias.

Online Database was not handy

Marketing People uses Online Database Effectively

To find investors, telemarketing was the tool.

Use of LinkedIn, Merar and Navarathana deal connect to get investors.

There is a deal sourcing for clients, There was no deal Sourcing Process. investors & buyers separately.

Website and Company Brochure was not effective to source clients / Buyers.

Website and Company Brochure has been modified and now it is effectively working to get clients.

There were 4 services marketed. 1. Fund Raising 2. Buy a Company 3. Sell a Company 4. Mergers & Acquisition

Now there is only 3 Services being Marketed. 1. Raising Capital 2. Mergers & Acquisition 3. Corporate Advisory

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4.4 SOCIAL MARKETING Facebook, Twitter, My Space, LinkedIn, YouTube have all become an integral part of our day to day life. From meeting new friends to family, from fun-and-games to education, from hobbies to information, these social networking sites are like an ocean of unlimited entertainment, Opportunities and activities. However, social networking sites arent merely a tool for socializing and entertainment. It is catching on very quickly among marketers in this fast changing world where new applications are being implemented on the internet almost every day. Social networking can offer numerous benefits that could help you and your business. Some of the benefits that are present by using the networking sites optimally are: Refined Search: Only social networking sites offer internet users with a search directory that you can use to locate particular individuals or groups. You can search by categories like location, industry, interests and other unique preferences. This way, you do not waste your time and resources establishing connection with people you and your business have nothing in common with.

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Expand Network Easily: The key to establishing a successful online business is being visible to other people outside your network. The fact that you are connected to these people because of an existing connection with one of your contacts, make you more trustworthy. Affordable visibility: Since most of these social networking sites are free, you should maximize them. Make sure that the profile you created will be interesting for the readers. Also, you should make it more personalized by adding interesting articles, images, videos and even reviews of your products.

Facebook, Quikr, Flickr, and Blogs gives more opportunity to make visibility of the products and services, In Global Mergers, created more than 5 Social Network pages and posted more than 25 images and articles. It made us to reach more people.

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Built-in Group: Starting a discussion is not difficult with social networking sites compared to growing one on your site. With the millions of visitors and members, you will have no problem with attracting participants. Discussion groups are also the best place to do some soft selling. You can accomplish this by lending your expertise on particular subjects.

These are the some of groups where we posted about Global Mergers and Clients Need and started the discussion in it...

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4.5 BRAND BUILDING USING SOCIAL NETWORKING SITES.

The term viral marketing is very apt in social networking because once a new trend or a video becomes popular on the web, it spreads across the whole online community like a virus. Brands are using web marketing, very innovatively through events, quizzes, contests and other applications of the sorts to very smartly drive traffic to their websites and thereby improve their performance. Worldwide, the most popular social networking site is Facebook and it is competing with Google and other social networking sites to become the leader in web marketing. Other popular social networking sites such as YouTube, Google+ and Twitter are catching on very quickly, giving tough competition to the leaders such as FB and Myspace. Whenever a new video is posted on YouTube, it spreads rapidly through recommendations by friends and colleagues. Word of mouth is very important in traditional marketing as well as online marketing, particularly so because rampant spamming has wreaked untold damage on the credibility of email marketing. The key here is networking. Networking usually involves a give and take relationship. You have to give something to your potential customer first and then you can expect a response or take back something from them. This requires a lot of effort as you have to stay visible on the web always without intruding into your customers privacy. You have to constantly upgrade your communication and keep in touch on a sustained basis. Promote your site or business for free - If you have a business or site you need to promote you can do it by creating a business profile on some of these networks. You can load images, your logo, etc. into your profile and it will be visible for your virtual friends and all the users who visit your profile. You can also put topics on groups related to your business and establish new contacts that can lead to sales, subscriptions or anything else.

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5
LEAD to POTENTIAL
(With the help of Online Marketing)

Lead
noun

Spelled Pronunciation [lid]

1. an indication of potential opportunity 2. A sales lead is the identification of a person or entity that has the interest and authority to purchase a product or service.

Global Mergers provides services like Raising Capital, Mergers & Acquisition & Corporate Advisory, and my job at Global Mergers was Generating Leads and Convert it into Potential and Deal Closing Strategy with the help of Online Marketing which includes postings, advertisement, blogging & Viral Marketing.

5.1 Sources where I generated Leads for Global Mergers.

1. Fundoodata (www.fundoodata.com)

Here I gets the list of companies in specific industry and specific region with the company type, No of employees working, turnover and the website address.

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2. Shine (www.shine.com)

Advantage of shine is that we can get the snap shot of the company that includes company history and the management team with financials.

3. Inside View (www.insideview.com)

This is a best place for the details like Company Turnover, Company type, Total Employees, Social Contacts of the management people.

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5.2 Sources where I get the contact details of Management People.

1. Official Website.

The first place to look for the data about a company is the companys official website, as it is the most authentic and most trust worthy place for getting information.

2. LinkedIn (www.linkedin.in)

Linkedin.com is the worlds largest professional networking site, having about 120 million professional contacts with each and every members being connected to each other through some way or the other

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Advantages of Linkedin.com are is a Business related social networking site highly trust worthy Helps us in finding companies in an industry, its leaders and other employees also helps us in increasing our Business network Through Linkedin.com, we

can find the required companies in the relevant field and at relevant region.

3. Jigsaw (www.jigsaw.com) Another website through which we can acquire data about companies, its employees is www.jigsaw.com .Though not much of trust worthy, the site has a powerful database of more than 30million professionals and about 40000 more are being added every day. A uniqueness about the site is that anyone can add a contact, improve an added contact etc.

This was the most helpful website for those who wants to know the contact details of the top management people of any Multi National company.

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we maintain a database for those leads in excel / access / online zoho for sales team which looks like this in excel.

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Potential
A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want.

Potential customer is a person who may buy a particular thing. There is a high possibility of this person buying that thing.

--Philip Kotler

5.3 Process of Converting Lead to Potential using Online Marketing.

Process 1 Website Development. Global Mergers website has been re developed by me and my colleagues. That helped to get Potential Buyer and Funder.

1. Home Page

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2. Debt Funding Page

3. Career Page

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Process 2 Social Media Postings. Posting 1 Funding for Health Fitness Sector (100 Cr)

This is the posting for Funding Requirement in LinkedIn Post and I got 5 replies for this posting. Posting 2 Company for sale in Corporate Training Sector (2 Cr)

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Process 3 Advertisements Easy way to reach out maximum people is online advertisement and quikr, Google Ad word, Businessonsale, Merar & Navatardealconnect helped me to reach maximum clients and buyers. Advertisement 1 for Sale.

Advertisement 2 for Global Mergers

RESULTS OF PROMOTIONS. By this process I got 4 clients and 8 response for Investment Opportunity and 12 Response for Acquisition Opportunity. ..a beginning

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6
INSIGHTS & RECOMMENDATIONS
6.1 INSIGHTS
This is the Digital Age and Company like Global Mergers, have a lot of opportunity in online where it can get pool of clients and as well as investors with the effective use of it. Things that Ive learnt Don't ever spend money on a marketing program unless can measure the results. Unless we use Online Effectively / Carefully it may become double edged sword. Targeting and reaching the correct customers / clients is difficult as they dont easily believe unless one creates a hope. % of people that have made a buying decision using the following over the last three to six months. Yellow Pages (5%), Direct Mail (10%), Print Advertising (5%), Search Engines (80%). Other than Porject Fund Raising, and types of fund raising that includes Equity and Debt, why the company need fund and how they need is an interesting part that Ive learnt. Why company need to merge with another company and the rationality behind those mergers & acquisition is an exiciting part. Mainly I can speak with any organisation CEO or MD for few minutes and able to explain what Global Mergers does and why they should prefer Global Mergers to become where they want to be. ..a beginning Page 32 of 39

 Leading a team is very exciting part and with the help our CEO Mr. Ravi Gowda I led a team very effectively and succeed in many things in Global Mergers.

6.2 RECOMMENDATIONS
Company may subscribe membership in websites like fundoodata.com & businessforsale.com so, company can access to the details of top management of any company and acquisition opportunity will also be easy when comared to now. It will be better if only one person controls the Online Database ZOHO CRM. All the social media pages and promotions should be frequently updated and the latest news and articles should be published in Global Mergers Blog. E Mail marketing may be much more effective and it may have clear picture / snap shot of the company. More of online promotions should be done for Mergers & Acquisition like frequent advertisement & postings in LinkedIn groups may be much more. More training on Access, Promotion on Online Marketing & tele marketing to the new people who comes into organization.

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7
CASE STUDY
7.1 CASE STUDY Dell Computer
It all started with a post. June 21, 2005

I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. And there was no stop to itit momentumleading to dedicated haters gained momentumand even more

The whole thing started with one post. I t was followed another, then there were many. DELL HELL was started. It ruined the sales of Dell computers. The only reason was, Dell didnt update themselves with the internet proceeding. It all happened without the knowhow of dell. When they realized it was too late. Dell learned fast, they opened their blog Direct2dell, which answers all the queries and problems about anything and everything about the dell laptops. It was followed by Dell Idea Storm, a collaborative blogging site where one can give their own ideas and discuss about general technology, computers etc. They blogging was internal as well as external for the overall development of the company and its image. The whole exercise took 3 years to be back on track.

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Learning
This case study gives us (companies) a good reason to be updated with the happening of the social networking sites. Blogging and forums are the new influencers of today. They are the lightening to a fire forest. They form the root of the brand image. One needs to keep a track of this for a successful outcome.

7.2 CASE STUDY Barrack Obama

It was the launch of the brand Barack Obama for the US Presidential 2008 campaign. It was started in January 2007 and was first of its king campaign in Politics The successful campaign invited all marketers to forget all that they had learned the last 10 years and to look with a new and fresh look at Barack Obamas strategy: Its a New Day people, lets start with a fresh look today!

Most brands shout through advertising. We are cool! We are the best. Buy us!!! But modern consumers do not believe all these shouting ads any longer. Consumers are not led by ads. Consumers are influenced by their peers. They only buy a brand and their products/services if their peers have written a positive review about in online. But modern consumers have so many options, so many choices. And brand marketers try to seduce, by shouting ads Obama really wanted to become part of consumers, in an authentic way. Most marketers shout at consumers via one way mass communications. Marketers have learned to do this since the industrial revolution. Due to interactive media, consumers started to interact with brands. Consumers started conversations about brands within blogs, forums and social networks. At YouTube consumers started to criticize brands, their ads, their products, their services. And the worst part of it all; brands were not even aware of these conversations amongst peers. Marketers did not even know what was being said about themBut Obama had seen the mistakes brands make. He tapped into online conversations with an extended conversational tracking program; Mapping where the conversations took place, who were the social influencers per topic/theme. By listening to peer conversations within the social space, Obama gained great insights about consumers behavior and emotions. And he tapped into these conversations in a very smart way

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Learning
Most marketers used the internet for shouting banner campaigns. The power of the web was peer communications, sharing, interaction, building relationships, entertainment, sharing opinions and more. Many marketers u s e b r o a d c a s t e d media to reach people. Many marketers use viral videos for short campaigns. Obama embraced the long tail, and used content to build his brand in the long term. But most marketers are only measuring online Campaigns by: hits, views, clicks, and more web analytics. With a viral that is really viral, smart social media planning, strong seeding skills youre viral will become a weapon of mass affection. Most brands focus at campaigns and spend their money on media. But their websites are awful. Obama had noticed that the most important part of the marketing campaign was his website! The secret behind the Obama website: Great architecture and functional scope. Invest in brand architects and functional scope before you built a very expensive website that does not deliver yourbrand, marketing, communications and sales goals. Your website is your greatest brand interaction asset. Use your website to create engagement. Invite people to participate and create a movement of brand ambassadors. People are smart and willing to help.

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CONCLUSION

During S.I.P people get to try, learn and specialize one area of work but I tried to utilize the S.I.P opportunity to learn more than one area of work. Learning happens all the time. Not only the Online Marketing techniques but also I learned how to lead a team effectively, how to deal with clients who are CEOs and MDs and designed & implemented Deal Sourcing strategies for looking of clients, investors and buyers. Now a days in Global Mergers, all the clients, investors and buyers i.e. Investment Opportunities & Acquisition opportunities are being fulfilled through online marketing and no of clients has been also increased. This can show the effectiveness of online marketing.a beginning in global mergers and also now a days most of the company in Banglore and Chennai gives first preference for Global Mergers if they want to raise their fund or they want to sell or they want to acquire some company. The visibility of the Brand Global Mergers across SMEs in Banglore and Chennai has been increased. Through Online Marketing technique the modern day marketers have found a new and more effective approach towards the clients to enhance their sales and reach tergets.If each of the Online marketing techniques are applied in the right time when they are needed, they have potential of generating even millions of turnover for the company.

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ATTACHMENTS
DEAL SOURCING Attachment 1 Process of finding Clients. Attachment II Process of finding Investors. Attachment III Process of finding Buyers. Attachment IV Company Brochure

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REFERENCES
Bibliography.
1. Principles of Marketing. Phlip Kotler 2. DigiMarketing The Essential Guide to New Media & Digital Marketing Kent Wertime, Ian Fenwick

3. Principals of Advertising and IMC Tom Dunkan

Webliography.
http://www.managementparadise.com / http://www.wisegeek.com/ http://www.digitalmarketinginstitute.com/ http://www.globalmergers.in/ http://www.LinkedIn.com/

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