Kasim Internship Project

SUMMER TRAINING REPORT
ON
“REAL ESTATE MARKETING AND SALES IN

FAIRLINK CONSTRUCTION”
Submitted in partial fulfillment of requirement of award of BBA degree of

GGSIPU, New Delhi
Submitted By:
Name: Mohd Kasim Ahmad
Enrolment No.: 36215601721
Semester: BBA Vth Semester
Batch: 2021-2024
Dr. Akhilesh Das Gupta Institute of Technology & Management

(Affiliated to GGSIPU)
FC-26, Shastri Park, Delhi-110053
TABLE OF CONTENTS
CHAPTER TOPIC PAGE NO.
Certificate from Guide I
Acknowledgement II
INTRODUCTION
1.1 Introduction
CHAPTER 1 1.2 Objectives of Study 1-27
1.3 Review of Literature
1.4 Research Methodology
1.5 Limitations of Study
CHAPTER 2 Profile of the Organization 28-47
CHAPTER 3 Analysis and Interpretation of data 48-69
CHAPTER 4 Conclusion and Recommendations 70-73
Bibliography
Annexure
LIST OF TABLES
PAGE
TABLE
CHAPTER TOPIC NO.
NO.
3 3.1.1 Client’s area of locality 48

3 3.1.2 Client’s Profession 49
3 3.1.3 3 Client’s online presence 50
3 3.1.4 Client’s area of approach for the company 51
3 3.1.5 Client’s choice of services 52
3 3.1.6 Client’s visit to company’s website 53
3 3.1.8 Clients’ area of, maximum satisfaction 55
3 3.1.9 Client’s time span with company 56
3 3.1.10 Client’s decision of working in future 57
3 3.1.11 Client’s service preference 58
3 3.1.12 Client’s workflow suitability about services 59
3 3.1.13 Client’s opinion about support system 60
Client’s perspective towards company’s strategy of after
3 3.1.14 61
sales services
3 3.1.15 Client’s satisfaction towards post sales services 62
3 3.1.16 Client’s opinion about time taken to deliver services 63
3 3.1.17 Client’s reaction towards services rendered 64
3 3.1.18 Client’s choice of recommendation 65
3 3.1.19 Client’s working experience with the company 66
3 3.1.20 Client’s star rating towards company 67

3 3.2.1 Chi- Square Test Analysis 68
3 3.2.2 Chi- Square Test Analysis 69
LIST OF FIGURES
PAGE
TABLE
CHAPTER TOPIC NO.
NO.
3 3.1.1 Client’s area of locality 48

3 3.1.2 Client’s Profession 49
3 3.1.3 3 Client’s online presence 50
3 3.1.4 Client’s area of approach for the company 51
3 3.1.6 Client’s visit to company’s website 53
3 3.1.8 Clients’ area of, maximum satisfaction 55
3 3.1.9 Client’s time span with company 56
3 3.1.10 Client’s decision of working in future 57
3 3.1.11 Client’s service preference 58
3 3.1.12 Client’s workflow suitability about services 59
3 3.1.13 Client’s opinion about support system 60
Client’s perspective towards company’s strategy of after
3 3.1.14 61
sales services
3 3.1.15 Client’s satisfaction towards post sales services 62
Client’s opinion about time taken by company to deliver
3 3.1.16 63
services
3 3.1.17 Client’s reaction towards services rendered 64
3 3.1.18 Client’s choice of recommendation 65
3 3.1.19 Client’s working experience with the company 66
67
3 3.1.20 Client’s star rating towards company
I
ACKNOWLEDGEMENT
This project report prepared by me is an effort of several helping hands of the

MARKETING department of Revigro Marketing Company Pvt Ltd. The
knowledge of our theoretical studies is absolutely incomplete without its proper
implementation and application in the diversified corporate world of today.
I am also thankful to the head of Marketing department for providing the

opportunity to carry out the research & for providing guidance during the
preparation of the report whenever needed.
Finally, I deeply express my sincere gratitude to my mentor Ms. Divya Chauhan

for her valuable advice, contribution of time, efforts, support and motivation that
enabled the completion of the project.
Last but not the least; I am thankful to the members of Revigro Marketing
Company Pvt Ltd for their cooperation.
Mohd Kasim Ahmad

36215601721
II
CHAPTER- 1
INTRODUCTION
Digital Marketing Strategies
1.1 INTRODUCTION TO TOPIC

1.1.1 What is Marketing?
Marketing is the process of getting potential clients or customers interested in your products
and services. The keyword in this definition is "process". Marketing involves researching,
promoting, selling, and distributing your products or services.
This discipline centres on the study of market and consumer behaviours and it analyses the
commercial management of companies in order to attract, acquire, and retain customers by
satisfying their wants and needs and instilling brand loyalty.
1.1.2 The 7 Ps of marketing
The 7 Ps are a set of recognised marketing tactics, which you can use in any combination to
satisfy customers in your target market: -
1
1. Product
Product refers to what you are selling, including all of the features, advantages and benefits that
your customers can enjoy from buying your goods or services. When marketing your product,
you need to think about the key features and benefits your customers want or need, including
(but not limited to) styling, quality, repairs, and accessories.
You can use research and development to inform the development of new products in your
business.
2. Price
This refers to your pricing strategy for your products and services and how it will affect your
customers. You should identify how much your customers are prepared to pay, how much mark-
up you need to cater for overheads, your profit margins and payment methods, and other costs.
To attract customers and retain your competitive advantage, you may also wish to consider the
possibility of discounts and seasonal pricing.
3. Promotion
These are the promotional activities you use to make your customers aware of your products and
services, including advertising, sales tactics, promotions and direct marketing. Generally, these
are referred to as marketing tactics.
4. Place
Place is where your products and services are seen, made, sold or distributed. Access for
customers to your products is key and it is important to ensure that customers can find you.
You can set yourself apart from your competition through the design of your retail space and by
using effective visual merchandising techniques. If you are not a retail business, place is still an
important part of your marketing. Your customers may need a quick delivery turnaround, or want
to buy locally manufactured products.
2
5. People
People refer to the staff and salespeople who work for your business, including yourself. When
you provide excellent customer service, you create a positive experience for your customers, and
in doing so market your brand to them. In turn, existing customers may spread the word about
your excellent service and you can win referrals.
6. Process
Process refers to the processes involved in delivering your products and services to the customer.
It is also about being 'easy to do business with'. Having good process in place ensures that
repeatedly deliver the same standard of service to your customers and save time and money by
increasing efficiency.
7. Physical evidence
Physical evidence refers to everything your customers see when interacting with your business.
This includes:
➢ The physical environment where you provide the product or service
➢ The layout or interior design
➢ Company packaging
➢ Company branding.
1.1.3 Marketing Strategies

Marketing is not just one single strategy, but rather a combination of many different
techniques and tactics. Below we've listed some essential marketing strategies that you should
know about. Click on the red links to learn more about each of these strategies.
➢ Digital Marketing: Digital marketing is the discipline of marketing which focuses
on developing a strategy solely within the digital environment.
➢ Direct Marketing: Direct marketing is a type of campaign based on direct, two-
way communication that seeks to trigger a result from a specific audience.
3
➢ Email Marketing: Email Marketing is one of the most profitable and effective
techniques in terms of return. Naturally, it consists of sending emails to your
audience, but make sure to define your segments well in order to be effective.
➢ Mobile Marketing: Mobile Marketing is a broad concept which brings together all
marketing campaigns and actions focused exclusively on mobile platforms and
applications (i.e. smartphones and tablets).
➢ Viral Marketing: Having something go viral is every company’s dream. Viral
Marketing spreads from one person to the next and is capable of going incredibly
far incredibly fast.
➢ Performance Marketing: Performance Marketing is a methodology which applies
various marketing methods and techniques and guarantees advertisers that they
only have to pay for achieved results.
➢ Inbound Marketing: This methodology focuses on creating valuable content to
attract qualified web traffic and work towards the final sale.
1.1.4 Digital Marketing
DIGITAL- Digital describes electronic technology that generates, stores, and processes data in
terms of two states: positive and non-positive.
MARKETING- Marketing refers to activities a company undertakes to promote the buying or
selling of a product or service.
Digital Marketing refers to any marketing methods conducted through electronic devices. This
includes online marketing efforts conducted on the internet. In the process of conducting digital
marketing, a business might leverage websites, search engines, blogs, social media, video, email
and similar channels to reach customers. Digital marketing is an all-encompassing term that
consists of digital channels, such as content marketing, SEO, email marketing, social media
marketing, mobile marketing and so on, to create elaborate strategies to reach and connect with
prospects and customers.
An average user consumes content via the television, computer, tablet, smartphone, radio, and
other traditional media. This constant exposure to various types of media has led to information
overload, further complicating the buyer’s journey. Digital marketing has allowed brands to stay
relevant by making themselves visible through different channels and touchpoints. From startups
4
to enterprise businesses, a multifaceted digital marketing approach can lead to significant

commercial benefits. Successful digital marketing strategy generally involves a combination of
various methods, including online advertising, search engine optimization and marketing, social
media marketing and management and content creation, among others.
1.1.5 Advantages of digital marketing

The main advantage of digital marketing is that a targeted audience can be reached in a cost-
effective and measurable way. Other digital marketing advantages include increasing brand
loyalty and driving online sales.
➢ The benefits of digital marketing include:
➢ Global reach - a website allows you to find new markets and trade globally for only
a small investment.
➢ Lower cost - a properly planned and well targeted digital marketing campaign can
reach the right customers at a much lower cost than traditional marketing methods.
➢ Trackable, measurable results - measuring your online marketing with web
analytics and other online metric tools makes it easier to establish how effective your
campaign has been. You can obtain detailed information about how customers use
your website or respond to your advertising.
➢ Personalization - if your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers. The more they buy
from you, the more you can refine your customer profile and market effectively to
them.
➢ Openness - by getting involved with social media and managing it carefully, you can
build customer loyalty and create a reputation for being easy to engage with.
➢ Social currency - digital marketing lets you create engaging campaigns using content
marketing tactics. This content (images, videos, articles) can gain social currency -
being passed from user to user and becoming viral.
➢ Improved conversion rates - if you have a website, then your customers are only
ever a few clicks away from making a purchase. Unlike other media which require
5
people to get up and make a phone call, or go to a shop, digital marketing can be
seamless and immediate.
1.1.6 Disadvantages of digital marketing

Some of the downsides and challenges of digital marketing you should be aware of include:
➢ Skills and training - You will need to ensure that your staff have the right
knowledge and expertise to carry out digital marketing with success. Tools, platforms
and trends change rapidly and it's vital that you keep up-to-date.
➢ Time consuming - tasks such as optimizing online advertising campaigns and
creating marketing content can take up a lot of time. It's important to measure your
results to ensure a return-on-investment.
➢ High competition - while you can reach a global audience with digital marketing,
you are also up against global competition. It can be a challenge to stand out against
competitors and to grab attention among the many messages aimed at consumers
online.
➢ Complaints and feedback - Any negative feedback or criticism of your brand is can
be visible to your audience through social media and review websites. Carrying out
effective customer service online can be challenging.
➢ Security and privacy issues - there are a number of legal considerations around
collecting and using customer data for digital marketing purposes. Take care to
comply with the rules regarding privacy and data protection.
1.1.7 Importance of Digital Marketing
1. Grow a Large Audience
Many people around the world are spending their time on the internet. You could connect
with hundreds and thousands of internet users just by using different digital marketing
channels, such as your website and social media.
6
2. Reach the Right People
Compared to traditional advertising methods, digital marketing services are much more
effective in helping businesses reach their target audience. You can use a wide range of tools
(like Google Trends and Google Analytics) for target market research that will help you
identify specific audiences. Also, digital marketing boasts a variety of channels for
connecting with your target audience. Besides social media, you can reach customers through
emails, websites, and search engines.
3. Compete with Others
Digital marketing services are becoming more widely used as businesses adapt to the
changes caused by the pandemic. To compete against your rivals, you must consider
investing in digital marketing strategies as well, so that you will not lose out on the online
market share. Avoid falling behind and start growing your business through digital marketing
strategies, such as SEO and social media marketing, to catch up and gain traction.
1.1.8The Different Types of Digital Marketing Services
Digital marketing has come a long way from its early roots. Nowadays, there are various
digital marketing services available for all types of businesses. Whether you MANAGE a
small business or large enterprise, choosing the right type of digital marketing service is
crucial.
7
1. Search Engine Optimisation (SEO)
SEO is an aspect of digital marketing that focuses on driving traffic to your website. Here, you
will need to optimise your website by creating high-quality content and using relevant keywords.
Key strategies of SEO include:
➢ Keyword research
➢ Content creation
➢ Link building
➢ Mobile SEO
These SEO strategies will help you get your website to appear eventually on top of search engine
results pages (SERPs). It will take some time before your rankings improve, but the results are
worth your wait.
2. Search Engine Marketing (SEM)
While SEO focuses on obtaining organic traffic, SEM aims to boost your site’s rankings quickly.
The goal of SEM is to improve conversions and reduce the cost per conversion. It also involves
pay-per-click (PPC) advertising, a marketing method that relies on paid ads to boost conversions
quickly. With SEM, your ads will appear on the Search Engine Results Page (SERP), based on
the keywords you target and bid. For example, if you bid on a specific keyword, your ad will
show up on the SERP when people search for that very same keyword. As a result, search engine
users can spot your ad based on their search intentions, and they might even click on it to visit
your website.
3. Content Marketing
Content marketing refers to creating quality content to attract potential customers and provide
them with valuable information. A simple yet effective example of content marketing is
blogging. You can create a blog that will serve as a hub of information for your audience and
strengthen your relationship with readers. By sharing your blog on social media, you can attract
more interested readers, earn their trust, and eventually grow an audience over time.
8
It works similarly to how people use hashtags on social media to make their posts more
searchable.
4. Social Media Marketing
Social media is a game-changer in the digital marketing industry. Every digital agency in
Singapore is using social media to promote its business. Social networks like Facebook,
Instagram, and Twitter have active user bases, making them the perfect marketing platforms for
any brand. The purpose of social media marketing is to connect with your target audience. To do
so, you need to choose the right social media platform for your business.
Each social media platform has unique pros and cons. Besides Facebook and LinkedIn, you
should analyse other social media platforms, such as Instagram, Twitter, Pinterest, TikTok,
Reddit, etc. Choose one that is perfect for your brand depending on your goals, needs, and target
audience.
5. Email Marketing
Email marketing software can offer many different analytical measures, but two that marketers
are always striving to improve are the open rate –the percentage of recipients who opened the
email – and the click through rate – the number of recipients who opened the email and clicked
on a link in the email. According to leading email marketing software company Constant
Contact, there are many things’ marketers can do to make their emails more appealing to users
and more likely to be opened. Let Recipients Set Their Preferences – Allowing users to specify
how often they want to hear from you can help keep some of your email subscribers subscribed
to your list and clicking on your emails.
6. Pay-per-Click (PPC)
Pay-per-click refers to paid advertisements and promoted search engine results. This is a short-
term form of digital marketing, meaning that once you are no longer paying, the ad no longer
exists. Like SEO, PPC is a way to increase search traffic to a business online. Pay-per-click can
refer to the advertisements you see at the top and sides of a page of search results, the ads you
see while browsing the web, ads before YouTube videos and in ads in mobile apps.
9
In a typical PPC model like a Google AdWords campaign, you will pay only when someone
clicks on your ad and lands on your website. You can spend just about any amount of money on
pay-per-click advertising.
1.1.9 Major Challenges for Digital Marketers in 2021
1. Learning About Your Customers
Targeting your audience will be more important than ever in 2021 and beyond. As SEO and paid
advertising get more competitive, you can’t afford to waste time or money on content or
keywords that are too broad or poorly targeted. One of the best tools for targeting the right
audience is a buyer persona, which lets you visualize and better understand your typical
customer. HubSpot has a useful tool called Make My Persona that simplifies the process of
creating buyer personas. Also, you can learn more about your customers by polling and asking
them questions on your blog and social media pages.
2. Generating Qualified Leads
Every business thrives on leads. In 2021, you can expect a competitive market as many service-
based businesses attempt to gain more targeted leads. Paid ads such as Facebook Ads and Google
Ads are likely to rise in cost. Savvy marketers will learn to leverage less costly lead generation
strategies like networking on LinkedIn, using video marketing, and developing interactive
channels such as webinars and virtual conferences. As lead generation gets more competitive, it
becomes necessary to deliver solid value to prospects before you can expect to close a sale.
Check out this guide to lead generation strategies to get a great overview.
3. Managing Cash Flow
During economically challenging times, businesses may suffer cash flow problems. For example,
if the 2020 holiday season becomes profitable, a long dry spell might follow as consumers pull
back on spending. Business owners and marketers will have to be extra careful about managing
their cash flow. Getting lean and cutting back on unnecessary expenses can help. Fortunately,
moving part or all of your business online often saves you money on expenses such as renting
10
office or retail space. Businesses with regular, steady customers may want to consider creative
financing options like invoice factoring.
4. Creating Engaging Content
Content marketing will continue to evolve and will remain as crucial as ever for digital
marketers. Customers and prospects are always hungry for fresh content that educates them and
points them in the direction of a solution. Content that will be especially popular in 2021
includes short-form videos, live-streaming content, podcasts, and Instagram and Facebook
stories. Audiences are embracing content that’s interactive as it gives people a chance to express
their opinions.
5. Complying with Privacy and Data-Sharing Regulations
Rules such as GDPR aren’t going away. If anything, we can expect more such legislation around
the world. Because a website can potentially attract visitors from any country, you need to be
compliant with any laws covering a population in your target audience. Make sure your website
is transparent about its policies on cookies, data sharing, and privacy. Be mindful about staying
compliant in areas such as storing data. GDPR, for example, limits how long you can hold onto
visitors’ data.
6. Making Websites Accessible
Accessibility is another fast-growing issue that all website owners need to understand. An
accessible website can be used by people with visual, hearing, or other impairments. There are
several steps you can take to make a site accessible. For example, when you post an image, be
sure to have alt text so visually impaired users can understand it. This is also good for SEO.
7. Strategizing Mobile-First
People are browsing and shopping from smartphones and tablets more than ever. Several years
ago, marketing experts were advocating a mobile-friendly approach. This is rapidly turning into
a mobile-first strategy. If you want to capture your share of the ever-expanding mobile market,
make sure your website is set up for mobile users. Test all features on multiple devices. Be
11
especially vigilant that customers can easily place items in their online shopping cart, check out
and pay using mobile devices. Be mindful that large images and videos may take longer to load
for mobile users as well.
8. Establishing an Omnichannel Marketing Strategy
Customers are increasingly active on multiple devices and platforms. It’s no longer enough to
focus all your efforts on a single strategy such as email or Facebook. You want to make it easy
for your followers, subscribers, and customers to connect with you wherever they go. This
doesn’t mean you need to maintain a presence everywhere. Focus on the platforms where your
audience is active. The key is to provide a seamless experience so people can easily get from one
channel to another. For example, link to your social pages and website in your emails.
1.1.10 The Growth of Digital Marketing

The scope of digital marketing in 2020 and 2021 has seen drastic growth. When we think of the
key indicators of success in marketing, the first thing we think of is the number of people
reached through marketing practices. The internet’s penetration has reached outstanding
numbers. Looking at India, it has the 2nd largest number of internet users in the world.
Number of Internet Users in India
By 2023, the number of active Indian internet users will grow to almost 666 million. As a
consequence of so many people online, we saw an increase in the consumption of data. Earlier a
12
user consumed approximately 500MB to 1GB monthly data in 2016, whereas an average user is
recorded to utilize around 13.5GB of monthly 4G data in December 2020.
Another significant impact of covid-19 has been the tremendous growth of OTT platforms which
resulted in being one of the fastest-growing markets in India.
Furthermore, shocking was that the search volume per month for ‘digital marketing courses’ was
nearly 60,500 in the month of May 2019 and it further experienced a whopping growth rate of
49.5%, which means 90,500 searches for it in May 2020, right when we were at the peak of the
pandemic.
13
This shows that people are realizing the importance of digital marketing and are showing interest
in pursuing a career or knowledge in this field.
The total advertising industry of India in 2019 was valued at INR 68,475 crores and it was
calculated to be INR 75,952 crores by the end of 2020. That’s a massive 10.9% growth rate. This
goes on to showcase that even during the pandemic, there was an increase in the amount of
money that was channelled into advertising, especially the digital channels.
Companies are giving so much importance to digital marketing that some of the biggest ones are
restructuring their marketing budget to shift their focus to digital.
Another important thing that we noticed was that the major contributors to the growth of digital
marketing in India were these metropolitan cities- Delhi, Mumbai, Hyderabad & Chennai.
Directly proportional to the growth that they bring in is the number of digital marketing jobs that
they produce each year.
In light of the COVID-19 pandemic, businesses are relying on digital marketing now more than
ever. According to Global Data, the growth of the Indian e-commerce market is pushing to ₹7
trillion by 2023 due to the lockdowns. With every consumer locked down in their homes, all
traditional marketing efforts are out of the question. Businesses that didn’t even have a social
media page will now have to speed up their digital transformation and design a digital strategy to
communicate with their audiences.
Thus, to conclude from all the growth statistics that we saw above in different digital channels
strongly suggests that the growth of digital marketing is on an upward trend and has been
positively impacted even after the covid-19 pandemic hitting India.
1.1.11 Scope of Digital Marketing in the Future
As mentioned above, the growth of digital marketing has been very impressive and the numbers
show that the growth is going to see an upward trend in the future. Simply put, the future of
digital marketing looks secure and bright.
14
More and more opportunities will keep coming in and thus, being creative, innovative, and
updated with the latest trends is the basic principle of every digital marketer.
The growth that we have witnessed on the Internet over the years especially since covid, is here
to stay. People are adapting to the new normal and in fact are now very comfortable with
carrying out things online, be it for shopping, ordering food or medicines, or even carrying out
banking transactions online!
Hence, to cater to these new-formed demands of the consumers, digital marketing is extremely
essential.
In addition to this, an important aspect to consider is the future generation will be a part of the
already digital world and will be accustomed to everything being online. So to be able to deliver
to these future consumers, companies must make digital marketing efforts starting today.
An important takeaway from all this is that the future of careers in digital marketing is very
promising and if you have an inclination towards digital marketing, now is the time to grab this
opportunity to your advantage.
15
1.2 OBJECTIVES
The Objective of the Study is to gather all relative information on social media and how digital
communication firms provide services to clients for their brand communication through social in
Bangladesh. The report includes all possible arenas such as brand communication and marketing of
firms globally and locally in Bangladesh through social media, comparison of social media with other
medium of communication and companies that are making it big through social media marketing.
Primary information will be collected from digital communication companies and personal
observation. Conversely, internet, text books will be major source of secondary information.
However, company wise social media marketing will be shown in the report where brand
communication will be prioritized. I hope you will patronize my effort and give me proper guidance
to prepare a good report. I will try my best to cover all the relevant fields.
Study of the objective defined below as per specific and broad objective:
1. Primary Objective: The main objective for which this report is carried out is to find out
“A study on Digital Marketing Strategies followed in Revigro Marketing Company”
2. Secondary Objective: The study will be conducted with an objective of
having following things:
➢ Thorough knowledge about the effectiveness of digital presence on social
media from other mediums of communication
➢ Efficiency of digital presence on social media from other sources.
16
1.3 LITERATURE REVIEW
The focus is of this study is the Presence of Digital marketing This study discussed Digital
Marketing and its strategy, which is very important for today’s marketing communication. A
survey was conducted to find out the current situation of digital marketing in today’s scenario.
a) Communication strategy Pearce and Robinson (2008) define strategy as a group of decision
and action that produce formula and plan designed to reach organization and company targets.
Roland stated that the communication strategy is an activity or campaign which informational
and persuasive in building understanding and support on an idea, thought, or structured service.
The purpose of communication strategy according to Pace and Faules (2010) are; - Secure
understanding: to make sure the messages are delivered - Establish acceptance: to keep building
the delivered messages in a good way - Move action: to motivate the next action
b) Integrated marketing communication The American Association of Advertising Agency or

known as the 4As claimed that the definition of integrated marketing communication is a
marketing communication planning concept that aware with additional value from
comprehensive plan. It evaluates the strategic role of various communication disciplines such as
common advertising, direct response, sales promotion and public relation. Also, it combines
some disciplines to give maximum clarity, consistency, and communication influence (Belch and
Belch, 2015). Integrated marketing communication is a strategy which consists of various
activities to deliver consistent message to public due to create long term relationship and product
17
value. Moreover, an exact strategy which runs through integrated marketing communication will
produce profit for company.
c) Promotional mix Integrated marketing communication refers to the marketing communication

tool. The basic tool used within integrated marketing communication is called as promotional
mix, which in traditional concept it consists of some elements such as, advertising, sales
promotion, public relation and personal selling. However, in modern concept, the element is
added with direct marketing and digital marketing (Belch and Belch, 2015).
d) Digital marketing Digital marketing nowadays holds important role in the development of
integrated marketing communication and often used in modern era. According to Chaffey and
Chadwick (2012), digital MANAGEMENT AND ENTREPRENEURSHIP: TRENDS OF
DEVELOPMENT ISSUE 4 (10), 2019 60 marketing can be defined as a tool for reaching
marketing target through digital technology application which encompasses desktop, cellular
phone, tablet, and another digital platform. Digital marketing is a modern communication which
uses internet and digital technology and has relationship with traditional communication to
achieve the goal. Therefore, in order to create a good integrated message, digital marketing
should be followed with promotional mix to make it more optimal.
The strategy phase in Revigro Marketing defined the strategies by referencing from the
objectives defined previously. The purpose is to map causes and effects in the strategy
development process, to ensure strategic alignment with organization’s strategic goals. This
phase is elaborated by implementing the steps which consist of
(1) target and segmentation
(2) positioning
(3) proposition and marketing mix
(4) brand strategy
(5) online representation
(6) content and engagement strategy

18
(7) digital channel acquisition communication strategy
(8) digital conversion channel strategy
(9) digital channel retention communication strategy
(10) social media marketing strategy
19
1.4 RESEARCH METHODOLOGY:
1.4.1 Meaning of Research
Business research can be described as a systematic and organized effort to investigate a

Research comprises defining and redefining problems, formulating hypothesis or suggested
specific problem that needs a solution. More specifically, it is a process of planning, acquiring
and analyzing relevant data and information. We can define business research as an organized
systematic purpose of information that guides managers to make decisions. They can deal,
successfully with the, with problems. Research comprises defining and redefining problems,
formulating hypothesis or suggested solutions, collecting, Organizing, and evaluating data,
making deductions and reaching conclusion.
1.4.2 Research Methodology
Research is an art of scientific investigation. It refers to a search for knowledge. The advance
Learner’s Dictionary English lays down the meaning of research as, “A careful investigation or
inquiry especially through search for new facts in any branch of knowledge.” Research
Methodology is a way to systematically solve the research problem. The research begins its
20
formation when the problem or objective of the research is identified for which a research
report is conducted.
1.4.3 Types of Research

➢ Descriptive: - Descriptive research includes surveys and fact-findings enquiries of
different kind. The major purpose of descriptive research is description of the state of
affairs as it exists at present. The main characteristics of this method are that the
researcher has no control over the variables; he can only report what has happened or
what is happening.
➢ Analytical: - In Analytical research, the researcher has to use facts or information
already available, and analyze these to make a critical evaluation of material.
➢ Applied: - It aims at findings a solution for an immediate problem facing a society or an
organization/business organization.
➢ Fundamental: - Fundamental research is mainly concerned with generalizations and
with the formulation of a theory. Research studies concerning human behavior carried
on with a view to make generalizations about human behavior is an example of
fundamental research.
➢ Qualitative: - It is concerned with qualitative phenomenon, i.e., phenomena relating to
or involving quality or kind. For instance, when we are interested in investigating the
reasons for human behavior (i.e., why people think or do certain things), we quite often
talk of ‘Motivation Research’, an important type of qualitative research.
➢ Conceptual: - Conceptual research is that related to some abstract idea(s) or theory. It is
generally used by philosophers and thinkers to develop new concepts or to reinterpret
existing ones.
➢ Empirical: - Empirical research relies on experience or observation alone, often without
due regard for system and theory. It is data-based research, coming up with conclusions
which are capable of being verified by observation or experiment.
1.4.4 Meaning of Research Design

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. In
21
fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
Different types of Research Design are as follows: -
1. Research design in case of exploratory research studies.
2. Research design in case of descriptive studies.
3. Research design in case of diagnostic research design.
4. Research design in case of hypothesis-testing research design.
The design in such studies must focus attention on the following or process in descriptive
research design is as follows: -
(a) Formulating the objective of the study.
(b) Designing the methods of data collection.
(c) Selecting the sample
(d) Collecting the data.
(e) Processing and analyzing the data.
(f) Reporting the findings
1.4.5 Research design of present study

a) Problem statement
“A study on Digital Marketing Strategies followed in Revigro Marketing Company”
b) Primary Objectives of study
The main objective for which this report is carried out is to find out “A study on Digital
Marketing Strategies followed in Revigro Marketing Company”
c) Sources of Data
The task of data collection begins after a research problem has been defined and research
design plan chalked out. Basically, two types of data are available to the research namely: -
Primary Data: -We collect primary data during the course of doing experiments research
but in case we do research of the descriptive type and performs surveys, whether sample
survey or census surveys, then we can obtain primary data either through observation or
through direct communication with respondents in one form or another or through personal
interviews.
Secondary Data: -Secondary data means data that are already available i.e., they refer to
22
the data which have already been collected and analyzed by someone else.
In the present study, primary data and secondary data has been used.
d) Sample Design
In most of the research design it becomes almost impossible to examine the entire universe.
So, the only alternative is to report to sampling. This is true for the present study as well.
Basic principles to be followed in sampling are that the sample chosen must be
representative of entire universe to be studied.
Universe and Survey Population: -Universe is the set of objectives to be studied. It can be
finite and infinite. And survey population is a part of universe that represents the whole
universe.
In this present study universe is 225 and survey population is 192 peoples
e) Sample Size
In this present study we have taken the sample size of 192 employees to get their views
regarding how much they are much satisfied with their job, training provided to them for
their future growth and other facilities provided to them. These 192 people included
employees of different level working in “A study on Digital Marketing Strategies
followed in Revigro Marketing Company”
Sampling Method
In the present study, convenience sampling method has been used.
f) Data Collection Method: -
In dealing with any real-life problem, it is often found that data at hand are inadequate, and
hence, it becomes necessary to collect data that are appropriate. There are several ways of
collecting data which differ considerably in context of a survey, data can be other resources
at the disposal of the researcher.
Primary Data can be collected through various methods like: -

➢ Observation Method
➢ Through Schedules
➢ Interview method
In the present study Primary data is collected through: -
➢ Questionnaire.
23
1.4.6 Questionnaire Designing
A questionnaire is defined as “a set of printed or written questions with a choice of answers,

devised for the purposes of a survey or statistical study.” Basically, a questionnaire serves to
record the performance of a selected group of people in a particular field or collect opinions or
general feedback.
1.4.7 Advantages and Limitations of Questionnaire

Advantages of Questionnaire
➢ Questionnaire is a very effective tool.

➢ It is economical and requires less skill to administer than interview.
➢ It examines a large number of individuals at the same time.
➢ It places less pressure on subjects for immediate response.
➢ The respondents feel greater confidence in the anonymity of a questionnaire.
24
Limitations of Questionnaire
➢ Low percentage of returns.

➢ Many people have difficulty expressing themselves in writing.
1.4.8 Questionnaire designing process
➢ Type of information needed

➢ Method of interview
➢ Contents of individual question
➢ Question structure
➢ Arranging questions in order RESEARCH
25
This table shows research design:
RESEARCH DESIGN Descriptive

COLLECTION OF DATA Primary as well as Secondary data
SAMPLE SIZE 192 respondents

SAMPLING UNIT Individual
SAMPLING TYPE Convenient sampling

AREA OF STUDY Study area is confined to the clients of
Revigro Marketing
ANALYSIS PATTERN Pie chart
METHOD OF DATA COLLECTION Questionnaire method
26
1.5 LIMITATION OF THE STUDY
However, I shall try my best in collecting the relevant information for my research report, yet
there are always some problems faced by researcher The prime difficulties which I face in
collection of information are discussed below: -
➢ The research was carried out in a short span of time, where in the research could not
widen the study.
➢ The period of study was too short. So, it was not possible to collect the relevant
information with in that period.
➢ The findings are based on the answers given by the employees, so any error or bias may
be affecting the validity of the finding
➢ This is subjected to the basis and prejudices of the respondents; hence 100% of accuracy
cannot be assured.
➢ Due to high pressure of superiors the workers were feeling hesitate while answering the
questions.
27
CHAPTER- 2
PROFILE OF THE
ORGANIZATION
1 INTRODUCTION TO THE COMPANY

“We Help Businesses Solve Their Challenges and Stay Ahead of The Competition by
Leveraging the Latest Technologies. We Deliver Next-Generation Software Solutions to Fortune
500 Companies and Growing Startups, Boosting Their Value and Building Their Powerful
Digital Future.”
Revigro Marketing is a highly reputed agency based in Pune for its marketing and consulting
services. We aim to offer a huge array of services to help entrepreneurs, startups, and business
owners in the domain of sales and marketing. We provide the best results for your projects with
our noteworthy strategies. Our team is fully committed and passionate towards the work and
highly flexible according to your needs.
Revigro Marketing offers Digital marketing services to companies of all sizes in mushrooming
their online presence. We will make sure to skyrocket your business goals with our strategic
approach and detailed analysis. We have served several start-ups and established companies to
go online and achieve their marketing goals through us.
2.1.2 Brief Particulars
1 NAME REVIGRO MARKETING PVT. LTD.

2 REGISTERED OFFICE Pune Office 18 High Street, Office No. 303, 3rd
Floor Survey No. 6, Baner - Pashan Link Rd,
Pune, Maharashtra 411045
3 PROPOSED LOCATION Pune Office 18 High Street, Office No. 303, 3rd
Floor Survey No. 6, Baner - Pashan Link Rd,
Pune, Maharashtra 411045
4 CONSTITUTION Pvt. Ltd. Co.
5 YEAR OF INCORPORATION 2019
6 NAME OF DIRECTORS Mr. Sachin Shelar
7 TYPE OF INDUSTRY Digital Marketing
8 PROPOSED PRODUCTS Website Development and Digital Marketing
Product Designing
Brand Management
SEO Management
28
2.1.3 Vision
To be the best sales provider by meeting the customer requirements according to their needs with
our valuable services and make our brand stand out from others in a competitive market.
2.1.4 Approach
Whatever we're working on, our approach is always the same. We put our clients first, delivering
projects on time without any fuss. Think of us as your digital team. We believed, when you
succeed, we succeed and we're happy.
2.1.5 Mission
To achieve customer satisfaction and set a valuable brand name to meet the demands of online
industry while upgrading our skills and abilities accordingly and enhance market share.
2.1.6 Team Members
Sachin Shelar
CEO
29
Pooja Banerjee
WEBSITE DESIGNER
Meghna Pamarthi
CONTENT WRITER
30
Kiran Waghmare
CREATIVITY
Ankita Vanshete
SOCIAL MEDIA
31
2.1.7 Services
Website Developement/ SEO Management
Digital Brand Management
Social Media Marketing
Email Marketing
Social Media Marketing
Lead Generation
Product Design & Logo Design
1) Website Development & SEO Management- We Are a Friendly Bunch of Thinkers, Designers
and Techies Constantly Delivering Great Websites, Mobile Applications & Ecommerce Websites.
Be It a Corporate or A Startup, We Are Their Trusted Website Designing Company. We Are
Zealous About Crafting Engaging, Aesthetic, Thoughtful Design, & Quality Websites That Will
Make Your Brand Stand Out from The Rest.
2) Digital Brand Management- Every Brand Is Specifically Made For A Particular Niche
And You As A Brand Owner Have To Target That Audience Related To The Niche You Have
Chosen. Our Dedicated Experts Will Find Your Targeted Audiences And Will Create
Advertisements And Strategies After Analyzing The View, Requirements And Expectation Of
The Audience So That They Get Influenced And Buy Your Products/Services Leading To More
Sales!
3) Email Marketing- At Revigro Marketing, we devise email campaigns in an effective way to reach out to
new customers and increase your conversion rates. As one of the leading email marketing companies in
Pune, we offer extremely cost-effective solutions
4) Social Media Marketing- This service at Revigro makes your brand socially-savvy and sales-ready.
Interactions with social media users and gaining their attention makes your brand easy to recognize and
target a large user base.
32
5) Lead Generations- Being a top Lead Generation company in Pune, Revigro Marketing
ensures that the greater part of our projects is kept running with the best Lead Generation
Services to guarantee a most astounding quality of delivery.
6) Product Design- We work with clients and their teams to research and create products and
systems in diverse domains. Be it a new product idea for a small simple pen, bottle, handheld
tools or more complex products like mobile phones, home appliances like refrigerator, washing
machines, televisions set top boxes.
7) Logo Design- We design meaningful and beautiful logos for small businesses all over the
globe through thoughtful strategy and wide-eyed creativity. Our creative solutions for branding,
graphic design or web design needs.
2.1.8 Clients of Revigro Marketing
The company has worked for a variety of clients, offering them the best services to suit their needs. Some
of the customers and services provided to them include:
• Fix Dental Clinic

Web Design • The India Buletin
• And More
• Fragmentic Spices
Product Design • Kansee France
• And More
• G tech Company
Brand • Ortho Excellence
Management
• And More
• Allure Creations
Logo Design • Eviano Comapny
• And More
33
2.1.9 Portfolio
WEBSITE DEVELOPMENT
PRODUCT DESIGN
34
LOGO DESIGN
BRAND MANAGEMENT
35
2.1.10 SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis is
a technique for assessing these four aspects of your business. SWOT Analysis is a simple tool
that can help you to analyses what your company does best right now, and to devise a successful
strategy for the future.
36
STRENGTH WEAKNESS
Strengths include any existing Weaknesses cover all the internal
facet of the project that you factors that might hold the
consider to be advantageous or project back. Think about
enabling. operational and people-based
• Good brand recognition shortcomings in particular.
• High availability of skills (such • Limited access to skills
as SEO, strategy, copywriting) • Limited budget
• Extensive reach via social • Limited agility or resistance to
media channels change, due to legacy
systems/collateral
OPPURTUNITIES THREATS
Opportunities include any outside Threats include any external
factors which your prospective blockers to your
project/team/organisation could success.
capitalise on. • New competitor in the market
• A gap in the market • New regulation affecting
• A good relationship with a marketing practices (e.g.
publicity source GDPR)
• Access to a new marketing tool • Escalating rate of employee
or technology churn
37
2.2 INTRODUCTION TO DIGITAL MARKETING INDUSTRY
2.2.1 History and Evolution of Digital Marketing

The term Digital Marketing was first invented and used in the year 1990. At that time Web 1.0
platform was developed which helped users to find out their necessary information. But it did not
allow them to share this information over the web. This time the marketers and the experts are
unaware the uses of digital marketing. They were not sure whether their strategies would work or
not because at that time the internet had not yet seen widespread deployment.
Then, in 1993, the first clickable web-ad banner went live. At that time, Hotwired purchased a
few banner ads for their promotion and advertising. This marked the beginning of the digital
marketing era.
In 1994, some new technologies (First e-commerce transaction was done over the internet) were
invented and entered the market with a new mission. Yahoo was also launched in this year.
Within one year of its launching, it received 1 million hits. Yahoo has changed the definition of
digital marketing, and the companies have tried to optimize their websites so that they can get a
better rank in search engine.
In 1996, some more search engines and tools like HotBot, LookSmart, and Alexa were launched.
The first social media site Sixdegrees.com was launched in the year 1997.
The year 1998 was the golden year for digital marketing as Google was launched in this year.
Moreover, in this year also Microsoft launched MSN, and Yahoo launched Yahoo web search.
Two years later (in 2000), the internet bubble burst and all the smaller search engines were
wiped out. This creates more space and opportunities for the giants in the business.
Then, the professional social media network LinkedIn was launched in 2002.
The year 2003 was witnessed the release of WordPress and the launch of MySpace.
In 2004, Gmail was launched. The same year Facebook has gone live, and Google went public.
38
Next, YouTube was launched in the year 2005.
The year 2006 was another remarkable year because search engine traffic was reported to have
grown to about 6.4 billion in a single month. This year Microsoft launched an MS live search
and simultaneously, Twitter was also launched. At the same time, Amazon e-commerce sales
have crossed near about $10 billion.
In 2007, Tumblr was launched. Moreover, web streaming service Hulu was also founded in this
year. Mobile giant Apple launched its iPhone in the same year.
In the year 2008, Spotify was launched and Groupon went live.
In 2009, Google launched Instant for real-time search engine results. Google introduced products
like AdWords, which are 3-line ads that show up at the top or to the right of search engine
results, and AdSense which is a cost-per-click advertising scheme. In time, Google started to
target ads based on the interests of the customers and thus became a key player in the world of
digital business.
In 2010, WhatsApp was launched along with Google Buzz.
In 2011, Google+ and Google Panda were launched. People have already started to spend time
on these mediums, and these mediums have surpassed the television viewership too.
2012 is the year of social media. The companies have increased their social media budget up to
64%, and Google knowledge graph has also launched. Myspace and Facebook are the popular
social media sites among the people. The companies have realized that these sites will help them
in spreading up their businesses over the internet and thus, they were desperately trying to
promote their products and brands on various social media channels. They have also tried to
leverage social media to their businesses.
In 2013, Yahoo acqui0red Tumblr.
In 2014, the number of mobile and smartphone users had surpassed the number of PC users.
Facebook messenger app along with tailored ads on LinkedIn and iWatch was launched. During
this year, Facebook acquired WhatsApp.
39
In 2015, Snapchat has launched its Discover feature. In this year several new technologies like
analytics, wearable tech, and content marketing have also invented. Facebook has also launched
its “Instant articles” in this year.
The cookie was another significant milestone in the field of digital marketing. The first cookie
was designed to record user habits. The use of the cookie has changed over the years, and
cookies today are coded to offer marketers a variety of ways to collect literal user data.
Popular social networking sites in 2017 are Facebook, YouTube, Instagram, Twitter, Reddit, etc.
Facebook has a user base of 2.01 billion (as per the record of June 30, 2017). So, it can be
concluded that the digital marketing is growing exponentially and every day it brings a chunk of
opportunities to the users as well as the company owners. If you want to establish your presence
firmly in this digitalized era, then you need to use all these opportunities meticulously.
2.2.2 Indian digital marketing market

India is considered to be emerging as a digital outsourcing hub for diverse services including
online advertising, social media and website design. Online advertisement and mobile
advertisement form the two major chunks of digital marketing. Rising demand for digital
marketing is spurred by the increased use of the 4G connections and smartphones along with a
fast-growing e-commerce business. There is a dearth of skilled professionals in this space, and
sometimes it becomes very difficult for the companies to afford the technologies to enter into the
digital space. Areas that help in accelerating the growth of the market include e-commerce,
social marketing, content creation and management, search marketing, email marketing,
analytics, and video production.
Government initiatives such as the digital India initiative has led to the increase in digital
consumption in India, which has benefitted the various digital advertising agencies. Growth in
internet penetration with an increase in the usage of smartphones, has led to the expansion of e-
businesses, resulting in the rise of online shoppers. With the growing numbers of mobile
applications and mobile platforms rich in new features, mobile ads are the newest and one of the
most promising digital marketing formats today. These advertisements allow maximum
consumer exposure due to the mounting number of mobile devices that people carry everywhere.
40
Mobile social media apps or sites, third-party app stores, gaming apps, mobile-friendly
educational sites and other apps are the most used platforms for mobile ads in India
Key growth factors
Most of the Indian households own only one television at home, which has increased the use of
smartphones and tablets, resulting in the emergence of over the top media players and has placed
contents like live sports events, reality programs, movies, television series, etc. With the help of
digital marketing, the e-players are able to convert social networking to market placeso In India,
emergence of the e-commerce ecosystem has led to a successful proliferation of digital
marketing revenue, which includes online travel and ticketing, online retail, online marketplace,
online deals and classified online portals.
2.2.3 Digital Marketing Industry
The growth of India’s digital advertising industry is at 33.5%. The value of the digital marketing
industry will exceed the INR 225 billion marks by 2020. By 2020, in India digital Industry will
produce more than 20 lakhs job. In the financial year, 2016–17 digital marketing in India has
reached the $1 billion mark. Digital advertising is likely to grow at an average of 14% annually.
Digital media is expected to grow up to 24% by 2020 which now stands around 12% of the
overall ad share.
Indian Internet Users
41
Till December 2016 the number of internet users in India was at 432 million.
➢ By June 2017, the number of mobile internet users in India has reached around 420
million.
➢ As digital transformation is going to take place the numbers will get doubled by 2022 and
it is estimated to reach 829 million.
➢ This number is increasing at a phenomenal rate as there is about 38% of penetration in

India.
2.2.4 Factors of Influence in Digital Marketing
➢ The main factor is a shift from man-made to automated mediums.
➢ Digital medium seeing the benefits of precise/customized targeting.
➢ The rising smartphone penetration is anticipated to grow up by 800 million over the next
half-decade.
➢ The upsurge in the robotics and artificial intelligence.
➢ And there are various other factors responsible as well.
➢ Online reputation manager

Digital India is an initiative by govt of India to help the country adopt digital initiatives.
Initiatives which are expected to cut dependency on bureaucratic processes, decrease corruption
and help cut down time in taking public services to the citizens of the country.
The impact of Digital India on India’s economic growth is supposed to be long-lasting. As the
initiatives in the Digital India Scheme are all driven by technology.
Some of the key Initiatives of Digital India were:
➢ Starting a Digital Locker to help Citizens of India store their important govt ids such as PAN
Card, Passport, Voter id card and education mark sheets. All the citizens need to use their locker
is an Aadhaar Card.
➢ MyGov Portal to improve good governance by help from citizen engagement.
➢ ORS portal to help citizens of the country to handle online appointments, pay online fees of
42
doctors and govt hospitals.
➢ Design Framework to allow the w digital signing of documents.
and a few other initiatives were taken to grow the country with the help of latest technology.
The impact of Digital India was expected to :
➢ Reduce Corruption.
➢ Increase speed of public sector services rendered to citizens of the country.
➢ Decrease documentation.
➢ Provide an easy to manage online storage to store all documents.
➢ Provide simple and easy to use cloud space on the internet.
Our governments for years have worked towards creating an economy which is more reliant on
the internet and less on the paper-based economy. The incumbent govt provided a single name
“Digital India” to all the digitization, digitalisation and other initiatives taken by govt to have a
positive impact on our economy.
2.2.5 Digitalization and Indian Economy:
We have unknowingly been a part of Digitisation for last so many years.

We have all been a part of the Digital World where we have touched the Digitalised business
processes by using in our day today’s life.
43
Think of activities such as making railway reservation online, buying Air tickets, bus tickets
online or making payments by credit card, debit card, etc.
For years, promoting Digitalisation has been a Governmental initiative to give all services to
every citizen on their web portals or electronically, to make the transactions transparent and
smooth.
The real changes because of Digitalisation are becoming visible today because of the push by
govt., which is expected to usher in a new era (like how computerisation did in public as well as
private sector almost two decades back). Things like paper currency notes will soon be a thing of
past.
Slowly we are moving towards Digitalisation of Indian Economy with new steps and initiatives.
On the contemporary, we need certain essential elements to materialise Digitalisation in our
routine life.
2.2.6 Why Digitization is the need of the hour

Corruption today is the biggest problem in developing countries. In fact, corruption is a problem
we have faced for ages.
It is said, a parallel economy flourishes side by side to our main economy. This economy is run
by those who avoid paying taxes to the Govt.
One of the prominent reasons for the parallel economy is the dependency on cash-based
businesses.
The culprits running the parallel economy do not feel like having bank accounts and other
business books which simply means no tax payment to Govt.
With Digitalisation Initiatives like Taxation being bought online and steps like Demonetisation,
the govt is trying to weed out corruption from our system which is expected to lead to a positive
impact on Indian Economy.
44
Impact of Digital Marketing on Businesses
Today, our society is driven by digital technology. The impact is such that there are places in the
world where the residents may not have clean water, but they own smartphones. Another incredible
influence on people’s lives, nowadays, is digital marketing. It affects people’s interactions, work,
purchases, and habits.
Digital marketing has had a profound impact on the traditional ways of marketing.
Digital marketing companies should have a firm grasp on the utilization of the digital universe
which will maximize a brand’s impact and its brand awareness. The digital marketing world is a
gateway for potential customers to feel like a part of the brand. It offers the opportunity to feel
connected with the business as clients see the content from the brand regularly. This entices potential
customers to try out the products and services that they earlier, wouldn’t have known about.
45
2.2.8 Benefits of digital marketing that impact the businesses industry
A) Increase in Brand Awareness

Today, more than half of the world’s populace uses social media platforms. It makes social media a
natural place to connect with highly targeted potential buyers. This can increase the brand awareness
that your brand deserves.
About 60 percent of Instagram users have said that they have come across new products on this
social media networking site. It means that the customers do not just connect with brands that they
already know about but also, with the new ones that they discover on social media platforms.
B) Generation of Leads
Digital media is a low-commitment way for new customers to show an interest in a business and its
products. Getting leads is a very important advantage social media brings to any business. They are a
sign that customers are interested in the brand and its products.
C) Boost in Sales
You can sell anything on social media. A great digital marketing strategy can bring in good business
and opportunities for a brand. The number of people who use social media is on the rise and social
sales tools continue to evolve. This will make social media networks increasingly important for e-
commerce and product search
D) Grow Viral
Your content gets exposed to new audiences when people start liking, sharing, and commenting on
your posts. The next step in this concept is ‘going viral’. Once your content is shared in a network
and the network follows suit, your content starts to spread across the entire internet, gets thousands or
millions of shares.
Such exposure is beneficial because all the likes, shares, and comments reflect an existing connection
with your business. If a person sees that an article has been liked by a friend, he/she is likely to check
46
out what is being said, even if they’ve never heard of the company before. In a world that produces
content more than anybody can consume, a social share by a friend works like a pre-screening.
Getting viral isn’t easy but without social media, it would be impossible!
E) Engage Customers and Audience

Social media platforms are an opportunity for brands to directly interact with customers and vice
versa. Traditional media was a one-way street when it came to communication, social media allows
for a dialogue between the brand and its audience. So, if you want your followers to be engaged, you
need to be engaged yourself. It is essential to stay active and answer the comments and questions on
the brand’s social media posts in an appropriate and professional manner.
47
CHAPTER- 3
ANALYSIS & DATA
INTERPRETATION
OF DATA
3.11.1 DATA ANALYSIS AND INTERPRETATION

Q1) From which area of locality you belong?
OPTIONS RESPONENDENTS PERCENTAGE (%)

Mumbai 57 30%
Pune 76 40%
Nagpur 28 14%
Nashik 31 16%
Total 192 100%
Table No. 3.1.1 Client’s area of locality
RESPONDENTS
16%
30%
14%
40%
Mumbai Pune Nagpur Nashik
Figure 3.1.1 Client’s area of locality
INTERPRETATION
The research carried out as part of the above study analyzed that:
Around 30% of clients belong to Mumbai, while 40% of clients belong to Pune, while 14% of
clients belong to Nagpur and 16% of clients belong to Nashik. Therefore, it can be concluded
that most clients are from Pune.
48
Q2) What does your profession involve?

Student 3 1%
Business Men 173 90%
House Maker 7 4%
Service Men 9 5%
Total 192 100%
Table No. 3.1.2 Client’s Profession
RESPONDENTS
4% 1%
5%
90%
Student Business Men House Maker Service Men
Figure 3.1.2 Client’s Profession
INTERPRETATION
Around 1% of clients are students, while 90% of clients are businessman, while 4% of clients
belong are house maker and 1% of clients are service man. Therefore, it can be concluded that
most clients are Businessmen.
49
Q3) Do you have online presence of your business?

Yes 135 71%
No 48 25%
Neutral 9 4%
Total 192 100%
Table No. 3.1.3 Client’s online presence
RESPONDENTS
4%
25%
71%
Yes No Neutral
Figure 3.1.3 Client’s online presence
INTERPRETATION
Around 71% of clients have online presence, while 25% of clients have online presence and 4%
of clients have neutral online presence. Therefore, it can be concluded that most clients have
online presence.
50
Q4) Are you aware about Revigro Marketing?

Yes 180 94%
No 4 2%
Neutral 8 4%
Total 192 100%
Table No. 3.1.4 Client’s awareness about the company
RESPONDENTS
2% 4%
94%
Yes No Neutral
Figure 3.1.4 Client’s awareness about the company
INTERPRETATION
Around 94% of clients are aware about the company, while 2% of clients are not aware about the
company and 4% of clients are neutral aware about the company. Therefore, it can be concluded
that most clients are aware about the company.
51
Q5) From which media or source did you become familiar with the company?
Facebook & Instagram 125 65%
LinkedIn 11 6%
Email Advertisement 48 25%
Other Sources 8 4%
Total 192 100%
Table No. 3.1.5 Client’s area of approach for the company
RESPONDENTS
4%
25%
6% 65%
Facebook & Instagram LinkedIn Email Advertisement Other Sources
Figure 3.1.5 Client’s area of approach for the company
INTERPRETATION
Around 65% of clients got to know from Facebook & Instagram, while 6% of clients got to know
from LinkedIn, while 25% of clients got to know by Email Advertisement and 4% of clients got
to know from other sources. Therefore, it can be concluded that most clients got to know from
Facebook & Instagram.
52
Q6) How frequently you visit the company's website?

Weekly 90 47%
Monthly 63 33%
Quarterly 27 14%
Yearly 12 6%
Total 192 100%
Table No. 3.1.6 Client’s visit to company’s website
RESPONDENTS
6%
14%
47%
33%
Weekly Monthly Quarterly Yearly
Figure 3.1.6 Client’s visit to company’s website
INTERPRETATION
Around 47% of clients visit website weekly, while 33% of clients visit website monthly, while
14% of clients visit website quarterly and 6% of clients visit website yearly. Therefore, it can be
concluded that most clients visit website on weekly basis.
53
Q7) What services you have purchased from Revigro Marketing Company?
Website Development 60 32%
Digital Marketing 34 18%
Product Designing 73 38%
Other Services 23 12%
Total 192 100%
Table No. 3.1.7 Client’s choice of services
RESPONENDENTS
12%
32%
38%
18%
Website Development Digital Marketing Product Designing Other Services
Figure 3.1.7 Client’s choice of services
INTERPRETATION
Around 38% of clients have purchased website development, while 18% of clients have
purchased digital marketing, while 38% of clients have purchased product designing and 12% of
clients have purchased other services. Therefore, it can be concluded that most clients have
purchased product designing.
54
Q8) Which service provided you the maximum satisfaction?

Total 192 100%
Table No. 3.1.8 Client’s area of maximum satisfaction
RESPONDENTS
20% 27%
28%
25%
Website Development Digital Marketing

Product Designing Other Services
Figure 3.1.8 Client’s area of maximum satisfaction
INTERPRETATION
Around 27% of clients got maximum satisfaction from website development, while 25% of
clients got maximum satisfaction digital marketing, while 28% of clients got maximum
satisfaction product designing and 20% of clients got maximum satisfaction other services.
Therefore, it can be concluded that most clients got maximum satisfaction website development.
55
Q9) How long have you been customer with us?

Recently 57 30%
From past 3 months 49 25%
From past 6 months 29 15%
From past 1 year 57 30%
Total 192 100%
Table No. 3.1.9 Client’s time span with company
RESPONDENTS
30% 30%
15%
25%
Recently From past 3 months

From past 6 months From past 1 year
Figure 3.1.9 Client’s time span with company
INTERPRETATION
Around 30% of clients are recently got with company, while 25% of clients are from past 3
months with company, while 30% of clients are from past 3 months with company and 15% of
clients are from past 3 months with company. Therefore, it can be concluded that most clients
have recently started with the company.
56
Q10) Would you still like to work with us in the foreseeable future?
Yes 163 90%
No 8 2%
Neutral 21 8%
Total 192 100%
Table No. 3.1.10 Client’s decision of working in future
RESPONENDENTS
2%
8%
90%
Yes No Neutral
Figure 3.1.10 Client’s decision of working in future
INTERPRETATION
Around 90% of clients are ready to work in future, while 2% of clients are not ready to work in
future and 8% of clients are neutral about working in future aware about the company.
Therefore, it can be concluded that most clients are aware about the company.
57
Q11) Out of those services, would you prefer the more?

Total 192 100%
Table No. 3.11.1 Client’s service preference
RESPONDENTS
10%
32%
24%
34%
Website Development Digital Marketing

Product Designing Other Services
Figure 3.11.1 Client’s service preference
INTERPRETATION
Around 34% of clients prefer website development, while 32% of clients prefer digital
marketing, while 24% of clients prefer product designing and 10% of clients prefer other
services. Therefore, it can be concluded that most clients prefer website development more
among all.
58
Q12) How do our services align with your everyday workflow?

Exactly Fit 135 89%
Partially Fit 48 8%
Does not Fit at all 9 3%
Total 192 100%
Table No. 3.1.12 Client’s workflow suitability about services
RESPONDENTS
3%
8%
89%
Exactly Fit Partially Fit Does not Fit at all
Figure 3.1.12 Client’s workflow suitability about services
INTERPRETATION
Around 89% of clients said company’s services are exactly fit with workflow, while 8% of
clients said company’s services are partially fit with workflow and 3% of clients said company’s
services does not fit with workflow. Therefore, it can be concluded that most clients said
company’s services are exactly fit with workflow.
59
Q13) Do you find the company's client support system to be efficient and
efficient?
Yes 173 90%
No 6 3%
Neutral 13 7%
Total 192 100%
Table No. 3.1.13 Client’s opinion about support system
RESPONDENTS
3% 7%
90%
Yes No Neutral
Figure 3.1.13 Client’s opinion about support system
INTERPRETATION
Around 90% of clients said support system to be efficient & effective, while 3% of clients said
support system not to be efficient & effective and 7% of clients are neutral about support system
to be efficient & effective. Therefore, it can be concluded that most clients said support system to
be efficient & effective.
60
Q14) Does the company have a strategy to provide after sales services?
Yes 168 87%
No 7 4%
Neutral 17 9%
Total 192 100%
Table No. 3.1.14 Client’s perspective towards company’s strategy of after sales services
RESPONDENTS
4% 9%
87%
Yes No Neutral
Figure 3.1.14 Client’s perspective towards company’s strategy of after sales services
INTERPRETATION
Around 87% of clients said yes company does have strategy of after sales services, while 4% of
clients said no, company does not have strategy of after sales services and 9% of clients are
neutral about company’s strategy of after sales services. Therefore, it can be concluded that most
clients said yes, company does have strategy of after sales services.
61
Q15) Are you satisfied with Revigro Marketing’s post sales services?
Satisfied 170 89%
Dissatisfied 22 11%
Total 192 100%
Table No. 3.1.15 Client’s satisfaction towards post sales services
RESPONDENTS
3%
5%
10%
82%
Highly Satisfied Satisfied Highly Dissatisfied Dissatisfied
Figure 3.1.15 Client’s satisfaction towards post sales services
INTERPRETATION
Around 60% of clients are highly satisfied, while 32% of clients are satisfied, while 3% of clients
are highly dissatisfied and 5% of clients are dissatisfied. Therefore, it can be concluded that most
clients are highly satisfied.
62
Q16) How long does a business take to deliver services?

Within 24 hours 38 20%
Within 1 week 54 28%
Total 192 100%
Table No. 3.1.16 Client’s opinion about time taken by company to deliver services
RESPONDENTS
28% 20%
30%
22%
Within 24 hours Within 48 hours

Within 72 hours Within 1 week
Figure 3.1.16 Client’s opinion about time taken by company to deliver services
INTERPRETATION
Around 20% of clients said company deliver service within 24 hours, while 30% of clients said
company deliver service within 48 hours, while 22% of clients said company deliver service
within 72 hours and 28% of clients said company deliver service within 1 week. Therefore, it can
be concluded that most clients said company deliver service within 48 hours.
63
Q17) How unique the services are provided to you by the company?
Unique 82 43%
Normal 106 55%
Pirated 4 2%
Total 192 100%
Table No. 3.1.17 Client’s reaction towards services rendered
RESPONDENTS
2%
43%
55%
Unique Normal Pirated
Figure 3.1.17 Client’s reaction towards services rendered
INTERPRETATION
Around 43% of clients said that company provide unique services, while 55% of clients said that
company provide normal services and 2% of clients said that company provide pirated services.
Therefore, it can be concluded that most clients said that company provide normal services.
64
Q18) How much do you recommend the brand to a friend?

Up to Scale of 5 7 4%
Total 192 100%
Table No. 3.1.18 Client’s choice of recommendation
RESPONDENTS
4%
35% 28%
33%
Up to Scale of 5 Up to Scale of 10
Up to Scale of 15 Up to Scale of 20
Figure 3.1.18 Client’s choice of recommendation
INTERPRETATION
Around 4% of clients marked up to scale of 5, while 28% of clients marked up to scale of 10,
while 33% of clients marked up to scale of 15, and 35% of clients marked up to scale of 20.
Therefore, it can be concluded that most clients while 14% of clients marked up to scale of 20.
65
Q19) How would you rate your experience with us?

Good 160 83%
Bad 7 4%
Neutral 25 13%
Total 192 100%
Table No. 3.1.19 Client’s working experience with the company
RESPONDENTS
13%
4%
83%
Good Bad Neutral
Figure 3.1.19 Client’s working experience with the company
INTERPRETATION
Around 83% of clients review working experience with company is good, while 4% of clients
review working experience with company is bad and 13% of clients review working experience
with company is neutral. Therefore, it can be concluded that most clients review working
experience with company is good.
66
Q20) How many stars would you like to give Revigro Marketing Company?
1 Star 7 4%
2 Stars 12 6%
3 Stars 73 38%
4 Stars 100 52%
Total 192 100%
Table No. 3.1.20 Client’s star rating towards company
RESPONDENTS
4% 6%
52%
38%
1 Star 2 Stars 3 Stars 4 Stars
Figure 3.1.20 Client’s star rating towards company
INTERPRETATION
Around 4% of clients gave 1 star rating, while 6% of clients 2-star rating, while 38% of clients 3-
star rating and 52% of clients 4-star rating. Therefore, it can be concluded that most clients 4-star
rating.
67
3.12 CHI SQUARE TEST

A Chi Square Test is a hypothesis testing method. Two common chi square tests are involve
checking if observed frequencies in one or more categories match expected frequencies.
Formula of Chi-Square Test
Hypothesis Testing
Satisfied 170 89%
Dissatisfied 22 11%
Total 192 100%
Table 3.2.1
Step 1: - Hypothesis
H0: Clients are not satisfied with company’s post sales services.
HA: Clients are satisfied with company’s post sales services.
Let us assume the null hypothesis that clients are not satisfied by company’s post sales services.
Step 2: -
Step 3: - Level of significance is 5%
Step 4: - (r-1) (c-1) = (2-1) (2-1) = 1
68
The critical Chi- Square value of 1 = 3.184
Step 5: - Calculation of Chi- Square Test
O E (O-E) (O-E)2 (O-E)2 / E
Satisfied 170 100 +70 4900 49
Dissatisfied 22 100 -78 6084 60.84
Total 192 109.84
Table 3.2.2
Step 6: - Conclusion
Here, Calculated Value > Table Value
Inference: - Since the calculated value of chi-square of V2 is more than the expected value, we
reject the null hypothesis and conclude that the statement “Clients are not satisfied with
company’s post sales services” is rejected at 0.05 (5%) level of significance. Therefore, HA may
be accepted at level of significance a 0.05 and it is concluded that is level of satisfaction of the
consumers significantly high so it can be said that clients are satisfy with company’s post sales
services.
69
CHAPTER- 4
CONCLUSION
AND
RECCOMENDATIONS
4.1 CONCLUSION
Based on the analysis of digital marketing strategy in Revigro Marketing Company, it can be
concluded that Revigro Marketing Company has run its strategy in a right stage, including
planning, implantation, and evaluation to reach the company’s target and goal. It uses various
kind of digital marketing media channel to get beneficial result to promote the product optimally,
such as website, search engine marketing, online PR, display advertising, e-mail marketing, and
social media marketing.
Therefore, the strategy on digital marketing in this company is declared as running well since it
has succeeded in reaching the target goal. Public can get information on the product very well
through internet. This information enhances their knowledge on product and its specialty which
makes them interest and do the subscription. Digital marketing is not only giving information to
the customer but also to customer candidate. This will support the purpose of integrated
marketing communication to produce and increase the product sales. Digital marketing has
uniqueness in its ability to get public attention faster. This makes digital marketing an exact
strategy in running integrated marketing communication in present and in future. For further
research the same topic with different objects or programs and methods are suggested to
consider.
Quantitative methodology is recommended to be seen as a method that shows how significant is

the impact of digital marketing activity done by the company on public desire to buy a product or
service.
70
4.2 RECOMMENDATIONS
The following recommendations are made for improving digital marketing strategies in Revigro
Marketing Pvt. Ltd.
➢ Focus on customer engagement: Note when and how often your customers connect
with you and your messages, and then create a strategy that revolves around those key
engagement times.
➢ Develop a clear data strategy: Consider the customer interaction data you currently
have and will obtain in the future, and develop a long-term method for compiling that
data to better analyze differing customer engagement times. Also, determine which social
channels better serve your business and what your customers respond more to.
➢ Evaluate the lifecycle campaigns: In terms of the four lifecycle stages (acquire,
onboard, engage, and retain) company should note the summary of the success of your
programs, and then assess and reform the way you interact with your audience.
➢ Company can roll out responsive design: After observing how many of your customers
view your emails on their mobile device, determine whether utilizing a responsive design
plan will allow you to gain a ROI.
➢ Company must have clear objectives: Have set, quantifiable goals for monitoring the
social media marketing plans and then you will be able to more easily identify what
needs to be changed or added within your content and customer service initiatives.
➢ Take a deep look at how customers are currently experiencing brand: Observe how
customers are interacting with the brand both online and offline, and then produce a new
plan that enhances any lackluster results may have found.
➢ Start communicating one on one with customers: Although we live in a dominantly
digital world, it does not mean that we should speak like robots on the web. It has
become important to study data that is related to customers’ behavior regarding your
brand, and then develop more high-quality personalized messages to send them.
➢ Company should think about personalization beyond email: Aside from personalized
emails, businesses are also creating full personalized web interactions. Based on the
success of your email marketing efforts, you should develop the same unique experience
through various channels, including social, mobile and the web.
71
4.3 REFERENCES
1. Chaffey. D. (2013). “Definitions of eMarketing vs. Internet vs. Digital marketing”,
2. Smyth. G, (2007). “The History of Digital Marketing”, Inetasia.
3. Reddy, J., S. “Impact of E-commerce on marketing”. The Article in Indian Journal of

Marketing.
4. Graham, J. “Web advertising’s future >>> eMarketing strategy”.
5. Morgan, S., D. An equity research report analyzing the Internet marketing and
advertising industry.
6. DeMers, Jayson. 2014 Is the Year Of Digital Marketing Analytics: What It Means For
Your Company, Forbes, 10 Feb 2014.
7. Maddox, Kate. “Study: 80% of Companies Will Increase Digital Marketing Budgets” in
Advertising Age, 27 January 2015. Meltwater. 9 Keys to an Effective Content Marketing
Strategy.
8. Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53(February),
172–180.
9. Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019), Advancing social media
driven sales research: Establishing conceptual foundations for B-to-B social selling.
Industrial Marketing Management. Available online 26 February 2019.
https://doi.org/10.1016/j. indmarman.2019.01.002.
10. Berman, R., & Katona, Z. (2013). The role of search engine optimization in search
marketing. Marketing Science, 32(4), 644–651.
11. Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets web 2.0,
social media, and creative consumers: Implications for international marketing strategy.
Business Horizons, 55(3), 261– 271.
12. Bronnenberg, B. J., Mahajan, V., & Vanhonacker, W. R. (2000). The emergence of
market structure in new repeat-purchase categories: The interplay of market share and
retailer distribution. Journal of Marketing Research, 37(1), 16–31.
13. De Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and
social messages on brand-building metrics and customer acquisition. Journal of
Marketing, 81(5), 1–15
72
14. Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2014). Driving online and offline sales:
The cross-channel effects of traditional, online display, and paid search advertising.
Journal of Marketing Research, 51(5), 527–545.
15. Edelman, D. C. (2010). Four ways to get more value from digital marketing. McKinsey
Quarterly, 6(March),
16. Grewal, R., Lilien, G. L., Bharadwaj, S., Jindal, P., Kayande, U., Lusch, R. F., et al.
(2015). Business-to-business buying: Challenges and opportunities. Customer Needs and
Solutions, 2(3),
17. Holliman, G., & Rowley, J. (2014). Business to business digital content marketing
marketers’ perceptions of best practice. Journal of Research in Interactive Marketing,
8(4), 269–293.
18. Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online
marketing environment: An empirical model and a field experiment. Journal of
Marketing Research, 51(1), 40–56.
19. Sinclaire, Jollean K. and Clinton E. Vogus (2011). “Adoption of social networking sites:
an exploratory adaptive structuration perspective for global organizations.” Information
Technology Management 12: 293-314, DOI 10.1007/s10799-011-0086-5.
73
BIBLOGRAPHY
BOOKS
➢ Permission Marketing – Seth Godin
➢ Social Media All-in-One for Dummies by Jan Zimmerman and Doug Sahlin
➢ Building a Story Brand by Donald Miller
➢ Digital Marketing: Strategy, Implementation & Practice – Dave Chaffey & Fiona Ellis
WEBSITES
➢ https://www.investopedia.com/
➢ https://revigromarketing.com/
➢ https://www.wikipedia.org/
➢ https://www.fannit.com/
➢ https://blog.hubspot.com/
74
ANNNEXURE
QUESTIONNAIRE
Full Name:
Email: Phone:
Address: City:
State: Zip Code:
Q1) From which area of locality you belong?
 Mumbai
 Pune
 Nagpur
 Nashik
Q2) What does your profession involve?
 Students
 Business Men
 House Maker
 Service Man
Q3) Do you have online presence of your business?
 Yes
 No
 Neutral
Q4) Are you aware about Revigro Marketing?
 Yes
 No
 Neutral
Q5) From which media or source did you become familiar with the company?
 Facebook & Instagram
 LinkedIn
 Email Advertisement
 Other Sources
Q6) How frequently you visit the company's website?
 Weekly
 Monthly
 Quarterly
 Yearly
Q7) What services you have purchased from Revigro Marketing Company?
 Website Development
 Digital Marketing
 Product Designing
 Other Services
Q8) Which service provided you the maximum satisfaction?
 Other Services
Q9) How long have you been customer with us?
 Recently
 From past 3 months
 From past 6 months
 From past 1 yea
Q10) Would you still like to work with us in the foreseeable future?
 Yes
 No
 Neutral
Q11) Out of those services, would you prefer the more?
 Other Services
Q12) How do our services align with your everyday workflow?
 Exactly Fit
 Partially Fit
 Does not Fit at all
Q13) Do you find the company's client support system to be efficient and
efficient?
 Yes
 No
 Neutral
Q14) Does the company have a strategy to provide after sales services?
 Yes
 No
 Neutral
 Satisfied
 Dissatisfied
Q16) How long does a business take to deliver services?
 Within 24hours
 Within 48 hours
 Within 72 hours
 Within 1 week
Q17) How unique the services are provided to you by the company?
 Unique
 Normal
 Pirated
Q18) How much do you recommend the brand to a friend?
 Up to scale of 10
Q19) How would you rate your experience with us?
 Good
 Bad
 Neutral
Q20) How many stars would you like to give Revigro Marketing Company?
 1 Star
 2 Stars
 3 Stars
 4 Stars

Kasim Internship Project

Uploaded by

Copyright:

Available Formats

Kasim Internship Project

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Kasim Internship Project

Uploaded by

Copyright:

Available Formats

SUMMER TRAINING REPORT

“REAL ESTATE MARKETING AND SALES IN

Submitted in partial fulfillment of requirement of award of BBA degree of

Dr. Akhilesh Das Gupta Institute of Technology & Management

CHAPTER TOPIC PAGE NO.

Certificate from Guide I

CHAPTER 2 Profile of the Organization 28-47

CHAPTER 3 Analysis and Interpretation of data 48-69

CHAPTER 4 Conclusion and Recommendations 70-73

3 3.1.1 Client’s area of locality 48

3 3.1.20 Client’s star rating towards company 67

3 3.1.1 Client’s area of locality 48

This project report prepared by me is an effort of several helping hands of the

I am also thankful to the head of Marketing department for providing the

Finally, I deeply express my sincere gratitude to my mentor Ms. Divya Chauhan

Mohd Kasim Ahmad

1.1 INTRODUCTION TO TOPIC

1.1.2 The 7 Ps of marketing

➢ The physical environment where you provide the product or service

➢ The layout or interior design

1.1.3 Marketing Strategies

1.1.4 Digital Marketing

to enterprise businesses, a multifaceted digital marketing approach can lead to significant

1.1.5 Advantages of digital marketing

➢ The benefits of digital marketing include:

1.1.6 Disadvantages of digital marketing

1.1.7 Importance of Digital Marketing

1. Grow a Large Audience

2. Reach the Right People

3. Compete with Others

1.1.8The Different Types of Digital Marketing Services

1. Search Engine Optimisation (SEO)

Key strategies of SEO include:

2. Search Engine Marketing (SEM)

4. Social Media Marketing

1.1.9 Major Challenges for Digital Marketers in 2021

1. Learning About Your Customers

2. Generating Qualified Leads

3. Managing Cash Flow

4. Creating Engaging Content

5. Complying with Privacy and Data-Sharing Regulations

6. Making Websites Accessible

8. Establishing an Omnichannel Marketing Strategy

1.1.10 The Growth of Digital Marketing

Number of Internet Users in India

1.1.11 Scope of Digital Marketing in the Future

➢ Efficiency of digital presence on social media from other sources.

1.3 LITERATURE REVIEW

b) Integrated marketing communication The American Association of Advertising Agency or

c) Promotional mix Integrated marketing communication refers to the marketing communication

(1) target and segmentation

(3) proposition and marketing mix

(4) brand strategy

(5) online representation

(6) content and engagement strategy

(7) digital channel acquisition communication strategy

(8) digital conversion channel strategy

(9) digital channel retention communication strategy

(10) social media marketing strategy

1.4 RESEARCH METHODOLOGY: