DIGITAL MARKETING

A Summer Training Project Report

Submitted in partial fulfillment of the requirements for BBA( General )

Programme of Guru Gobind Singh Indraprastha University, Delhi

Submitted by

Ashish Kumar

BBA Semester – V

Enroll. No. – 35319201717

Lingaya’s Lalita Devi Institute of Management and science

Mandi road

Delhi – 110047
 CERTIFICATE

This is to certify that the project work done on “Digital marketing in Grapes Digital Submitted
by Ashish Kumar to Guru Gobind Singh Indraprasth University, New Delhi. In partial
fulfillment of the requirement for the award of Degree of Bachelors of Business Administration,
is a bona fide work carried out by him under my supervision and guidance and may be submitted
for evaluation.

The assistance rendered during the study has been duly acknowledged.
No part of this has ever been submitted for any other degree.

Ms. Ankita Phogat

 ACKNOWLEDGMENT

An independent project is a contradiction in terms. Every project involves contribution of many

people. This project also bear the imprints of many people and is a pleasure for me acknowledge
and thank all of them.

I am deeply indebted to Ms Ankita phogat who acted as a mentor and guide, providing
knowledge and giving me her valuable time out of her busy schedule, at every step throughout
the project. It is only because of her this project came into being.

I also take the opportunity to express my sincere gratitude to each and every person, who directly
or indirectly helped me throughout the project and without anyone of them the project would not
have been possible.

The immense learning from this project would be indelible forever.

Ashish Kumar

35319201717
 Table of Contents

S.no. Topic Page no.

1. Introduction 1-3
Objective of the study 4
Review literature 5-7
Research methodology 8-9
Limitation of the study 10

2. Profile of the organization 11

3. Analysis and Interpretation 12-21

4. Conclusion and Recommendation 22-23

5. Bibliography 24

6. Annexure 25-28
 Introduction

Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital
medium. Digital marketing channels are systems based on the internet that can create, accelerate,
and transmit product value from producer to the terminal consumer by digital networks. While
traditional marketing might exist in print ads, phone communication, or physical marketing,
digital marketing can occur electronically and online. This means that there are several endless
possibilities for brands including email, video, social media, or website-based marketing
opportunities. Digital marketing is the use of the internet, mobile devices, social media, search
engines, and other channels to reach consumers. Some marketing experts consider digital
marketing to be an entirely new endeavor that requires a new way of approaching customers and
new ways of understanding how customers behave compared to traditional marketing. Because
digital marketing has so many options and strategies associated with it, you can get creative and
experiment with a variety of marketing tactics on a budget. With digital marketing, you can also
use tools like analytics dashboards to monitor the success and ROI of your campaigns more than
you could with a traditional promotional content -- such as a billboard or print ad. Digital
marketing is defined by the use of numerous digital tactics and channels to connect with
customers where they spend much of their time: online. From the website itself to a business's
online branding assets -- digital advertising, email marketing, online brochures, and beyond --
there's a spectrum of tactics that fall under the umbrella of "digital marketing."
The best digital marketers have a clear picture of how each digital marketing campaign supports
their overarching goals. And depending on the goals of their marketing strategy, marketers can
support a larger campaign through the free and paid channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads
from a new ebook the business recently created. The company's social media marketer might
then help promote these blog posts through paid and organic posts on the business's social media
accounts. Perhaps the email marketer creates an email campaign to send those who download the
ebook more information on the company. We'll talk more about these specific digital marketers
in a minute.

Digital Marketing Channels

 Website Marketing: A website is the centerpiece of all digital marketing activities.

Alone, it is a very powerful channel, but it’s also the medium needed to execute a variety
of online marketing campaigns. A website should represent a brand, product, and services
clearly and memorably. It should be fast, mobile-friendly, and easy to use.

 Pay-Per-Click (PPC) Advertising: PPC advertising enables you to reach internet users
on several digital platforms through paid ads. You can set up PPC campaigns on Google,
Bing, Linkedin, Twitter, Pinterest, or Facebook and show your ads to people searching
 for terms related to your products or services. PPC campaigns can segment users based
on their demographic characteristics (age, gender, etc) or even their particular interests or
location. The most popular PPC platforms are Google Ads and Facebook.

 Content Marketing: The goal of content marketing is to reach potential customers

through the use of content. Content is usually published on a website and then promoted
through social media, email marketing, SEO, or even PPC campaigns. The tools of
content marketing include blogs, ebooks, online courses, info graphics, podcasts, and
webinars.

 Email Marketing: Email marketing is still one of the most effective digital marketing
channels. Many people confuse email marketing with spam email messages we all
receive per day, but that’s not what email marketing is all about. Email marketing is the
medium to get in touch with your potential customers or the people interested in your
brand. Many digital marketers use all other digital marketing channels to add leads to
their email lists and then, through email marketing, they create customer acquisition
funnels to turn those leads into customers.

 Social Media Marketing: The primary goal of a social media marketing campaign is
brand awareness and establishing social trust but as you go deeper into social media
marketing, you can use it to get leads or even as a direct sales channel.

 Affiliate Marketing: Affiliate marketing is one of the oldest forms of marketing, and the
internet has brought new life to this old standby. With affiliate marketing, you promote
other people’s products, and you get a commission every time you make a sale or
introduce a lead. Many well-known companies like Amazon have affiliate programs that
pay out millions of dollars per month to websites that sell their products.

 Video Marketing: YouTube has become the second most popular search engine and a
lot of users are turning to YouTube before they make a buying decision, to learn
something or just to relax. There are several video marketing platforms, including
Facebook Videos, Instagram, Vimeo to use to run a video marketing campaign.
Companies find the most success with video by integrating it with SEO, content
marketing, and social media marketing campaigns.

 SMS Messaging: Political parties and candidates use SMS messages to send positive
information about their candidates and negative messages about their opponents.
Objective of Study

Most digital marketing strategies and campaigns have following objectives-

1. The importance of digital marketing.

2. Awareness of digital marketing.

3. How much digital marketing is helpful towards people?

4. Digital marketing growth in the market.

Several research papers and articles provide a detailed insight on Internet Marketing. The
findings from the literature are presented below:-

Internet marketing has been described simply as ‘achieving marketing objectives through
applying digital technologies’ (Chaffey et al., 2009). Digital marketing is the use of technologies
to help marketing activities to improve customer knowledge by matching their needs (Chaffey,
2013). In the developed world, companies have realized the importance of digital marketing.
For businesses to be successful they will have to merge online with traditional methods for
meeting the needs of customers more precisely (Parsons, Zeisser, Waitman 1996).
Introduction of new technologies has creating new business opportunities for International
journal of Management, IT and Engineering marketers to manage their websites and achieve
their business objectives (Kiani, 1998). Online advertising is a powerful marketing vehicle for
building brands and increasing traffic for companies to achieve success (Song, 2001).
Expectations in terms of producing results and measuring success for advertisement money
spent, digital marketing is more cost-efficient for measuring ROI on advertisement
(Pepelnjak, 2008). Today, monotonous advertising and marketing techniques have given way to
digital marketing. In addition, it is so powerful that it can help revive the economy and can
create tremendous opportunities for governments to function in a more efficient manner
(Munshi, 2012). Firms in Singapore have tested the success of digital marketing tools as
being effective and useful for achieving results. (Teo, 2005). More importantly, growth in
digital marketing has been due to the rapid advances in technologies and changing market
dynamics (Mort, Sullivan, Drennan, Judy,

2002).For digital marketing to deliver result for businesses, digital content such as accessibility,
navigation and speed are defined as the key characteristics for marketing (Kanttila, 2004). Other
tried and tested tool for achieving success through digital marketing is the use of word-of-mouth
WOM on social media and for making the site popular (Trusov, 2009). In addition,
WOM is linked with creating new members and increasing traffic on the website which in return
increases the visibility in terms of marketing. Social media with an extra ordinary example
Facebook has opened the door for businesses to communicate with millions of people about
products and services and has opened new marketing opportunities in the market. This is
possible only if the managers are fully aware of using the communication strategies to
engage the customers and enhancing their experience (Mangold, 2009). Marketing
professional must truly understand online social marketing campaigns and programs and
understand how to do it effectively with performance measurement indicators. As the market
dynamics all over the world are changing with the young audience accessibility to social
media and usage. Strategic integration approaches must be adopted in organization’s marketing
communication plan (Rohm & Hanna, 2011). With the above reviews we can assume that
GST is a tax reform which will change the scenario of the country as a support for this
review study.International journal of Management, IT and Engineering Blogs as a tool for
digital marketing have successfully created an impact for increasing sales revenue,
especially for products where customers can read reviews and write comments about
personal experiences. For businesses, online reviews have worked well as part of their
overall strategic marketing strategy (Zhang, 2013). Online services tools are more
influencing than traditional methods of communication (Helm, Möller, Mauroner, Conrad,
2013). As part of study, it is proven that users experience increase in self-esteem and enjoyment
when they adapt to social media which itself is a motivating sign for businesses and marketing
professional (Arnott, 2013). Web experiences affect the mental process of consumers and
enhance their buying decision online (Cetină, Cristiana, Rădulescu, 2012). The Internet is the
most powerful tool for businesses (Yannopoulos, 2011). Marketing managers who fail to utilize
the importance of the Internet in their business marketing strategy will be at disadvantage
because the Internet is changing the brand, pricing, distribution and promotion strategy.

Review of Literature
Some of the best review literature are-

•J SURESHREDDY (Dec 2016) has published an article in the Indian Journal of Marketing.
The title of the article is “impact of E-commerce on marketing”.

Marketing is one of the business functions most dramatically affected by emerging information
technologies. Internet is providing companies new channels of communication and interaction. It
can create closer yet more cost-effective relationships with customers in sales, marketing, and
customer support. Companies can use the web to provide ongoing information, service, and
support. It also creates positive interaction with customers that can serve as the foundation for
long term relationships and encourage repeat purchases.

•JAFFERY GRAHAM(Nov 2002) has published his article entitled” Web advertising’s
future e-marketing strategy”.
Morgan Stanley Dean Witter published an equity research report analyzing the internet
marketing and advertising industry. The report studies research from dozens of companies and
calculates the cost and effectiveness of advertising across various media. Branding on the
internet works. For existing brands, the internet is more effective in driving recall than television,
magazines, and newspaper and at least as good in generating product interest.

Research Methodology
A Research Methodology defines the purpose of the research, how it proceeds, how to measure
progress and what constitute success with respect to the objectives determined for carrying out
the research study A questionnaire is a research instrument consisting of a series of questions for
the purpose of gathering information from respondents. Questionnaires can be thought of as a
kind of written interview. They can be carried out face to face, by telephone, computer or post.

Questionnaires provide a relatively cheap, quick and efficient way of obtaining large amounts of
information from a large sample of people.

Overview of the data collected and use The study will be both mixture of quantitative along with
qualitative part. A basic overview of the data collected and used to make this report are described
below.

Data Type:

This report will be based both on primary and secondary data

Primary Data:

The survey questionnaire contained a total of 10 question that encompassed the objective of the
research. Different social media user are the population of the study. The survey has been done
on 100 peoples consist of different social media users and online users. With the help of social
media, email, and my personal network it was easy for me to collect the survey responses within
few days which was only possible because of the online questionnaire form. Responses from 100
samples were collected through the survey.

Secondary Data:

- Internal documents and publications.

- Newspaper, Journals, Articles and Websites.

Limitations of study

Data Source:

Primary Source:

Primary data on social media is collected from surveying of target group and personal
observation.

Secondary Source:

Like primary source, secondary source is also major stream of information for this report. List of
Secondary source are;

- Internet

- Social Network sites

- Text Book

- Several others report

Sample Size

For this research project, I have selected a sample size of 100 from the population. As it was an
anonymous online survey, the sample was selected randomly. The survey was anonymous
because most of the people using online are very cautious about privacy for which they do not
want to disclose information to other people especially while in a survey. In this research, the
sample is all the people who are active users of social media with diversified profession as
student, job holders etc.

 In collecting primary data, it is really hard to get correct information from people as they
might not feel comfortable or provide their false feeling.
 To observe the whole corporation activities and come up with a fruitful result requires the
huge amount of time, so the time limit is another crucial limitation of this study.
 The internship proposal is conducted based on several secondary data which were rather
inefficient or unreliable.
 Due to confidentiality clauses within the organization, it was not possible to gather some
more information that could make the report much greater from all aspects.
 Awareness about Digital Marketing among the consumers of the area allotted was very
low.
  Consumer was not paying attention in filling questionnaire.
 Consumers were not so cooperative.
 As the consumers heard about the product which are paid services they immediately
refuse in listening even.
 Most of the consumer was not interested in any kind of digital marketing due to risk
factor of internet.
 Differences in understanding and interpretation.
 Respondents may have a hidden agenda.
 There is no way to tell how truthful a respondent is being .

The foundation for Grapes Digital was laid in the year 2009, when Himanshu Arya, a successful
MBA Professional, decided to bring an unprecedented digital revolution to India.

Today, we are amongst the most successful all-encompassing independent digital agencies in
India. Our team is ever-expanding, with the NEXA, Google, Videocon La Caste, Mankind
consumed with the next big idea and innovation in digital marketing. Based out of offices in
Delhi, Mumbai and Bangalore, we help brands grow into success stories through 360° brand
strategy and planning, design, customer response management, search engine optimization, and
social media marketing.

Numerous awards for our campaigns and brands, such as Best Use of Social Media Marketing —
JSW Group (CMO Asia 2016) and Most Digitally Engaging Brand in South East Asia — Gap
India (Campaign Asia 2016), are a testament to the dedication, expertise and proficiency that we
bring to the table.

The endless experimentation and ingenuity that drives conversations; the countless hours of
perseverance; the vision of pushing our brands to the top of the digital mountain; and, of course,
an obsession with being change-makers- this is essentially what makes us one of the best digital
agencies in India.

A universe of interactive and immersive experiences that bring brands face to face with their
audience and leave an everlasting impact on their minds. Having served over 150 clients world-
over with a tailored suite of Brand Strategy and Planning, Customer Review Management, E-
Commerce, Social Media Marketing, Search Engine Optimization, Content Strategy and
Development, Online Reputation Management and other services, we can successfully claim to
be rewriting the rules of being a top marketing agency.
 Analysis and Interpretation of Data

Q1. What is your Gender?

Gender

male
female

Interpretation :
From this question, it was found out which part of the sample size in terms of gender is using
digital or social media the most. From the study, it was found there was 74% male and 26%
female respondents. This givens an interpretation that males are the huge number of users of
digital media whether females are less part of the digital media user.

Q2. Do you use social media?

Sales

YES
NO
sometime
Interpretation :
the second question was, whether they uses social media on a daily basis. Interestingly, 95% of
the sample size responded “YES” towards the question’s answer and 5% of the sample say
sometime. This gives an interpretation that, the number of internet users has increased which is
impacting the digital marketing lot.

Q3. What is your profession?

profession

student
full time job holder
freelancer
jobless

Interpretation:
The third question was about the respondent profession. This question asked to know which
profession group is actually using digital media much. It shows that 70% of sample are students,
12% are full time job holder,13% are freelancer and 5% are jobless. Here student holds 70% of
usage share. Youth and students are the biggest target group of different product now-a-days in
the world. According to Edwards, S. (2015), there are about 1.8 billion young people between
the ages of 10 and 24. For this huge number of young population, brands are designing youth-
based products and services. So, to integrate the conventional marketing process, brands are
giving higher importance on digital media based marketing campaigns which finally is driving to
sales. Digital marketing communication is helping the brands get connected to young people and
thus doing a great role over conventional marketin
Q4. Which Social Media do you use more?

Social media

instgram
twitter
linkedin
facebook

Interpretation :
On the forth question, the respondents were asked which social media they uses the most. It was
found that, most of the samples that is 83% uses instgram on a daily basis, linkedin with 10%
response rate is in 2nd position. twitter with 5% response rate is in third position and facebook
with 2% response rate is in 4th position. Advertisement that go as insertions in different
newspapers are now posed in different digital media sites which helps different brands to
promote their products or services effectively which great reach. During working at Asiatic
Mindshare LTD as an intern, I saw many advertisements which were gone for print media were
posted in social media sites especially in instagram which gave an instant review on those
advertisements. According to this figure, it can be said that with huge user base of instagram,
brand should go for instagram in terms of digital media.
Q5. Why do you use social media?

usage

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Interpretation :
A multiple choice close ended question was asked in the fifth question to learn from the sample
why they use social media. 21% of the sample responded for Entertainment, 70% responded for
communication with friends, 5% responded for business communication, and 4% responded for
knowing different brands. For different purpose, peoples uses social media. Here communication
with friends got the highest response, so from here, it can be said that, people uses social media
to connect with their near and dear ones. Emotional appeal has become one of the greatest
appeals in making advertisement and in brand promotion. Advertisers today are using emotional
and rational both appeals to make the advertisement or brand communication more in a friends
and family way. as the analysis says, 4% of the sample want to know about different brands, in
digital media, they actually get to know about the brand with more information with
entertainment for which they actually get some discussion topic. Business communication is one
of the other important part of social media, 5% of the sample uses social media to do their
business communication which means they are getting a great opportunity to reach their clients
while getting social with them.
Q6. Digital marketing is very trust worthy for buying and selling or service.

trust worthy

highly disagree
disagree
average
agree
highly agree

Interpretation :
The sixth question to the respondent was to know, whether digital marketing is trustworthy for
buying or selling products or services or not. From the analysis shown in figure 3.6, it was found
20% of the sample strongly agrees to the statement, 55% agrees to the statement, 15% are not
sure about the statement, 5% and 5% disagrees and strongly disagrees to the statement
respectively. This question was asked to know whether people have trust in the digital media
while doing transaction or buying products and services. From the analysis, it can be said that
75% of the sample agrees to the statement which is a great percentage, providing that digital
marketing is trustworthy in making transaction and buying products or services.
Q7. Digital marketing is playing an important role in today’s product or service selling.

ROLE OF DM

LEAST
LESS
AVERAGE
MORE
MOST

Interpretation :
The seventh question to the respondents was to know, whether Digital Marketing plays an
important role in today's product or service selling or not. As the survey was a done on the
Undergraduate, Graduate level students and other professionals, I wanted to know whether they
think digital marketing communication plays an important role in today’s product or service
selling. From the analysis shown in figure 3.7, 39% of the sample strongly agrees, 51.5% agrees,
8.1% are not sure and 1% disagrees with the statement which gives a clear scenario that, 90.9%
people agrees about the statement which proves that digital marketing plays a very vital role in
today’s product or service selling. Nowadays, small to large businesses have started going digital
which means they have a presence in the digital world. Digital media has made the conventional
media reach easily because sometimes digital media switches people to conventional media.
When people come under the digital network, they come to know detail about the
communication the marketer is actually trying to give.
Q8. . Digital Media is an easy and effective way to give feedback to different product/service.

effective and easy

yes
no

Interpretation :
The eighth question to the respondents was to know, what they think of the statement, Digital
Media is an easy & effective way to give feedback to different product/services. According to the
analysis shown in Figure 3.8, the data can be interpreted that, 94.9% says ‘Yes” and 5.1% says
“No”. In conventional marketing communication, giving feedback on products or services is
really not that easy, but when a brand has simply an email address or a social media page, any
customer or consumer can actually make a feedback which is easy. When the customer responses
and the brand, through their digital media replies back, it creates an effective communication. So,
according to the data found through the survey, 94.9% of the sample agrees towards the easy and
effective feedback providing option in digital media is proved
Q9. Getting new product launching information through digital media then a conventional media
is more informative and effective.

adv.

less imp.
imp
average
more imp.
,ost imp.

Interpretation :
On the ninth question, the respondents were asked to know their thought on the statement that,
getting new product launching information through digital media than a conventional media is
more informative and effective. From the analysis illustrated in Figure 3.9, the responses on the
statement are, 34% strongly agrees, 53% agrees, 8% are not sure and 5% disagrees. Again, here
majority 87% agrees and strongly agrees that new product launching information through digital
media is more informative and effective than other conventional media. So, digital platform is
the best place to get more informative and effective data before the launch of the product than
conventional marketing platforms but digital media actually helps the conventional media to get
attention.
Q10. You will get more information about the brands through social media then other
communication (TV, News paper, Billboard, Radio).

information

least
less
average
more
most

Interpretation :
On the Tenth question, the respondents were asked to give their feedback, what they think about
getting more information about the brands through Social Media than other conventional
communication (TV, Newspaper, Billboard, and Radio). Social media, a part of digital media
communication has become really a great source of information nowadays. To make a buying
decision and even a final buying decision, customers now visit different social media sites to get
insights on the products or services they are going to buy because so many users of the brands
are also there to talk with them. From the analysis shown in figure 3.10, it was found that 39%
strongly agrees, 49% agrees, 5% are not sure and 5% disagrees that social media helps to get
more information on brands than other conventional communication. So, from the analysis, it can
be interpreted that, social media helps to get more information on brands than any other
conventional media.
 Conclusion and Recommendation

Conclusion-
The study started with the aim to analyze the different issues related to digital marketing. Based
on the discussion it has been found that in the case of digital marketing the most important aspect
is to connect with the users. The ladder of engagement has shown the approaches to attach to the
customers. But nowadays not all people know about it. so, there is a need to increase the
awareness of digital marketing among people so that they can utilize it fully. The study has also
revealed that to utilize digital marketing effectively, the companies are required to design an
effective platform. The current trends in digital marketing have also been discussed in the study.
It has shown that in the current context, it has become important to integrate all the systems with
that of the digital platform. The project in this report is done based on digital vs. conventional
marketers’ arguments. Both conventional and digital marketing communication is highly
important to uplift brand awareness and brand performance. Digital marketing communication is
essential to make today’s brands successful and reach not only locally but also internationally
digital marketing communication has helped both the businesses and customers from different
aspects. In digital marketing communication, people can meet their actual data hunger where
conventional media is a teaser. Both are interconnected as both help people get a message and
here is the beauty of marketing. Nowadays, marketing departments are becoming the Marketing
and Communication department.

Recommendation-
 There is a need to increase the awareness of digital marketing among the people so that
they can utilize it properly.
 The security level must increase so that people can use it without any doubt.
 Audit and update your SEO more frequently.
 Prioritize blogging as a lead generation tool.
 Take a deep look at how customers are currently experiencing your brand
 We should focus on the customer review as nowadays its effects very much.
 Marketers should do something that can make the female users encouraged to use digital
media which may increase the number of the female user
 The businesses that are still thinking of doing only conventional marketing should start
investing in digital media and make their communications more effective.
 Whoever doing businesses especially online shopping related businesses should take
some important measures to make customer information secure and give a good customer
 experience. Customer Privacy and customer experience should be the concern of all
marketers.
 Digital marketing communication is not so costly than any other media but content
management in digital marketing communication is very important. So marketers should
give more emphasize on content management and integrate that with conventional media
and invest effectively both in digital and conventional media
 So, brands should go digital and increase the digital marketing communication budget
 Bibliography

https://www.scribd.com/docs

https://blog.hubspot.com/marketing/what-is-digital-marketing

https://www.marketo.com/digital-marketing/

https://en.wikipedia.org/wiki/Digital_marketing

https://www.investopedia.com/terms/d/digital-marketing.asp

https://digitalmarketinginstitute.com/