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raqueeb internship report.pdf
1. 0
❖ SKOLAR
A SUMMER INTERNSHIP REPORT
Submitted by:
Abuur Raqueeb
Registration No:
12010133
BACHELORS OF BUSINESS ADMINISTRATION (BBA)
Mittal School of Business
LOVELY PROFESSIONAL UNIVERSITY Phagwara (Punjab)
2. 1
ACKNOWLEDGEMENT
A few typewritten words of thanks cannot really express the sincerity of my gratitude. But
I am still trying to put into words my gratefulness towards all who have helped and
encouraged me in carrying out this project. This project of mine bears the imprint of many
people who have an important impact on my thinking, behavior, and acts during the course
of study.
First of all I would like to take this opportunity to thank the SKOLAR for having summer
training as a part of the BBA degree. The accomplishment of this project otherwise would
have been painstaking endeavor, for lack of staunch and sincere support of the Mittal
School of Business, LPU.
Many people have influenced the shape and content of this project, and many supported
me throughout. I express my sincere gratitude to Mr.Taufique ahamad COO of
marketing, who was available for help whenever i required, his guidance, gentle
persuasion and active support has made it possible to complete this project.
I also owe my thanks to my respondents who gave their great contributions in getting my
questionnaires fulfilled. I have immensely benefited from my interactions with my friends
and I acknowledge their contributions to my learning.
In the end, I can say only this much that “ALL ARE NOT MENTIONED BUT NONE IS
FORGOTTEN”
Last but not the least I would like to thank GOD, who continues to look after us despite all
my flaws.
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DECLARATION
I , Abdur Raqueeb , hereby declare that the work presented herein is genuine work done
originally by me and has not been published or submitted elsewhere for the requirement
of a degree programme. Any literature, data or works done by others and cited within this
dissertation has been given due acknowledgement and listed in the reference section.
12010133
ANNEXURE III: Industry Feedback Form & Attendance (2 pages)
MITTAL SCHOOL OF BUSINESS, LPU
Industry Feedback Form & Attendance
(To be signed and stamped by the industry
Project guide. This is to be submitted at the time
)
1. Name of the student : mohd islamul haq
of presentation by the students in sealed envelope
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2. Reg. No and Section 12011441
3. Name of the Organization & Address: Turning Point Consultancy Services
4.How do you rank him/her on the following 7 attributes?
S. No Evaluation Criteria Max. Marks Marks Obtained
1 Punctuality 10 10
2 Adherence to company norms 10 10
3 Conduct / Behavior 10 10
4 Initiative 10 10
5 Eagerness to Learn 20 20
6 Approach toward the project/ company 20 19
7 Quality of Project work 20 19
4. Attendance
No. of Working Days No. of Days student was Present
45 44
Company Stamp, Signature & Date
5. What are the prospects of the students being recruited by the organization on the
6. Any specific observations/suggestions for further improvement?
N.A
High Moderate Low
√ X X
5. 4
Company Stamp, Signature & Date
Particulars of the Project in charge of the training:
Name & Designation : SAQLAIN MUSTAQE (CHRO)
Address (Office) : TPCS BETTIAH
This Page must be Stamped and Signed by Company official
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EXECUTIVE SUMMARY
This report is all about how to work under the sales and marketing department.
The main objective of this report is to gain proper knowledge of strategies used
in marketing to generate and collect leads for the sales department. And also to
gather knowledge on how to convert those leads into sales by convincing the
customers.
Sales and marketing department are the main department of the organisation as
they provide revenue to the company and help in increasing the revenue of the
organisation. .
As I was appointed as a summer trainee at SKOLAR. It helps me to understand
the concept of sales & marketing and how these department work for the profit
and growth of the organization.
1.1 INTRODUCTION
Historically, online marketing was a fairly one-sided approach. Businesses pushed ideas out
and consumers passively received them. But that landscape has shifted. The internet has
become extremely interactive. Social media has created a new style of communication and
there are now billions of conversations happening online. People are discussing popular news
articles, sharing photos of their pets, and even engaging with brands. And it all feels relatively
natural to the consumer. It's just part of how the web operates.
All of these conversations present exciting opportunities for marketers. We can join in on a
conversation to drive brand awareness, or create our own conversations and empower our
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customers to do the marketing for us. Social media marketing is all about creating interactive
moments with our customers to achieve a goal we've defined. Most often that goal is to gain
traffic to our website or attention on our brand. But unlike other forms of marketing, social
media taps into the idea of using your customers as a marketing vessel.
The content that you share will hopefully be liked, retweeted, shared again, blogged about, and
so on. This viral effect is what makes social media marketing so effective. A simple like on a
post could expose that content to hundreds of potential customers you normally wouldn't have
access to. Because social media is so personal, when friends share content, it comes with
another layer of credibility. Done right, social media has the potential to transform your
business. However it'll require a good strategy, some creativity, and a little bit of luck.
Done wrong and social media might bring unwanted attention which could potentially harm
your business or your brand image. We’re going to focus mainly on the organic aspects of
social media marketing. More specifically, the unpaid and natural approach to distributing
content. For many brands, social media will be a must have component of your digital
marketing strategy. Your social media might feature the major networks, or it could be as
simple as a blog, a customer forum or a small niche bookmarking site.
We will be focusing on marketing with the big two: Facebook and Twitter. Now, these two
networks are not the same. Each is unique and has its own best practices, style and audience,
and we'll explore their differences together in a later movie. Social media is a moving target.
If you're able to adapt and scale alongside of it, your brand will benefit in the long term.
Different Methods of Social Media Marketing
Social network marketing is popularly called as Internet marketing. Today you can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. If you see in Internet totally all types of products has been
marketed online without much effort. Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people
can’t earn without it.
Some of the most recognized network marketing tools are Face book, MySpace and LinkedIn.
Twitter became regular place for people who have newly entered the field of social network
marketing.
1.BLOGGING: When you start Blogging or posting your data about any product, you can
see less response from clients. Later it will become big business via blog. Websites and blogs
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are most powerful tools for social network marketing when matched with other networking
tools. Blog is an amazing tool which provides many other facilities in addition to just marketing
your business. It also helps you to communicate with other clients in case if you have any
problems.
2. WEB DESIGN:It is important to have private website if you are a freelancer. Your
website will help your clients to know about you and it will make them clear that you are a
serious freelance marketer and help to make huge revenue via online marketing.
3.ARTICLE SELLING: It is also best and cheap internet marketing method. It is a mode
of advertising our trade just by writing articles and attracting endless number of users across
world. We usually sell our articles to different article database websites and article directories.
Today it provided free business to many advertisers and publishers and they are really benefited
through their articles.
4. EMAIL SENDING: Electronic mail sending is the best way to marketing. Collect list
of email addresses through portfolio websites and email about your business to all internet
users. Your Email should be attractive in such a way that your recipient will be impressed
to get back to you.
5. USE SOCIAL NETWORKING WEBSITES: Social networking websites like
Twitter, face book can be used to promote your sales. These provide best platformfor all who
are thinking of online marketing.
6. VIDEO PROMOTION: Use several video distribution websites for your marketing.
These websites uploads your service to the whole world. All that you need to do is film a
video about marketing and send it to video uploading sites like You Tube. It seems it is the
easiest way of marketing than any other modes since many people will be interested in view
videos rather than word form of advertisement.
Digital Marketing and Internet Marketing
The fields of marketing and advertising have changed over the years and it is clear that they
have always taken advantage of the existing technologies. In the past, when the concept of the
internet was still unimaginable to many, most businesses capitalized on traditional channels of
marketing such as television, radio, print, and billboard ads. Yes, they are still used by many
companies today and if used effectively, they can give big income returns to your business.
When the internet was born, it transformed the world into a global village. People in different
time zones can now communicate in a click or press of a button. The internet has become so
diverse that even things from your imagination can be found in some corners of World Wide
Web. Today, there are two billion internet users; thus, it gave way to the conception of new
breeds of marketers and advertisers.
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What is Digital Marketing?
Digital marketing refers to the use of electronic devices such as computers, tablets,
smartphones, and digital billboards, among others, to interact with consumers. It can also be
defined as the promotion of brands, products or services using different forms of digital media
to reach and engage customers in a timely, relevant, personal and cost-effective way.
Compared to traditional forms of marketing, digital marketing is less expensive and you can
have instant access to tangible feedbacks and reports about who saw or heard the ad, and took
action. With digital marketing, you can see how a campaign performs in real-time – what is
being viewed, how often, duration, and even statistics such as sales conversions.
How is it different with Internet Marketing?
The internet plays a significant role in digital marketing which is why people tend to assume
that it is synonymous with Internet Marketing. Nevertheless, they are somewhat different in
the sense that internet marketing is just one of the categories of digital marketing.
Internet marketing involves marketing approaches such as search engine optimization (SEO),
social media marketing, and pay-per-click, to mention a few, while the use of podcasts, fax
broadcasts, text blasts, instant messaging, mobile apps, and digital telephony and video, among
others, as marketing channels narrow down the definition of internet marketing.
India Digital Marketing Statistics – 2016
As per a recent report by Boston consulting group, India has one of the largest and fastest
growing populations of Internet users in the world—190 million as of June 2014 and growing
rapidly. India already has the third largest Internet population in the world today, after China
with 620 million and the US with 275 million.
In addition, India already has 100 million active Facebook users today, the second largest
number after the US and Canada with 152 million. As one fast forwards, it is estimated that
there will be over 500 million Internet users in India by 2018—making India the second largest
population of Internet users in the world. The growth in the Internet base in India has been
exponential. It took 20 years from the introduction of the Internet to reach 100 million users.
The second 100 million will likely be reached within three years, and the third in less than a
year. In fact, the next four years will see nearly 350 million additional Internet users. The
primary drivers of this exponential growth have been expansion to small town / rural India,
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increased affordability due to lower cost data-enabled handsets, and the ever increasing
awareness of, and need for, the Internet.
Graph No. 1.1
Fig Graph for reach of population towards Internet usage
NEED
Social Media is the current big buzzword in the world of Internet Marketing, and with
good reason. It is already such a big part of the Internet culture. It is here to stay and should be
ignored by marketers, or indeed anybody, at their peril. It is important to understand WHY
people use these websites, as there is a broad demographic on these sites. Some people use
them for business purposes, to network and find new deals. Then there are others who use
social networking sites for purely personal reasons and are totally oblivious to the fact that
there is a business presence in the social networking environment at all.It is fascinating to see
that there are so many different things going on in one place, and even more incredible that
they seem to all work in harmony.
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IT IS NEEDED:
1. To know the opinion of people for social networking sites, how do they use it, what are
the sites they use and how these sites help them in socializing
2. Formulate and implement marketing strategies for branding, promoting and
communicating the information to the customers.
3. What are the attractive form of advertisements and improve the quality of advertisement
4. Are we reaching the right audience, and if so, are we reaching them effectively?
SCOPE
1 Sample size: The sample had to be restricted to 50 respondents only from the total
people visited 4fins.
2 Time: Time duration given for this project was 60 days.
3 Personal biases: Personal biases of the respondents while answering the
questionnaire as survey could not go into personal details
1.2 OBJECTIVES
• To find five most effective strategy of social media marketing.
• To find out the awareness of social media marketing.
• To find effective brand communication for social media promotion.
• To study key business divers at Finacus solution Private limited.
• To study key trends in social media marketing
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1.3 RESEARCH METHODOLOGY
To analyze and find the effectiveness of communication strategy in developing brand,
communication through social networking sites was done with the survey method and content
analysis in the research.
This research concentrates on collecting and thereby analyzing the collected data systems to re
solve problems that are selected by the researcher. In a way, this research has got wider
meanings. For some people reading books or surfing the internet for information is research.
As a matter of fact these activities are just some part of the entire job. Basic research structures
are related to the sense of collecting authentic and original data and in the same way analyzing
these data thoroughly as well methodically to derive the result that lay underneath. Here, data
does not necessary mean any numerical. Words too are data.
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The function of marketing research is to connect the target consumer to the seller or the
marketers. The modes of this connectivity are through information that is specifically used for
the purpose of to identifying and relevantly defining the aspects of marketing. Elements of
generating refined modes of marketing action; dealings with opportunities and problems,
monitoring the recent and past marketing performance; and above all improving marketing as
a process are integral to it. Marketing research uses the sources of information to address
selective issues; like those of designs that helps in collection information and thereby
implements and manages entire data collection process. It further analyses the results along
with the communication for deriving the findings and their ways of implication.
Methods of data collection:
Methods were used for data collection are,
➢ Contact Methods: It typically consist of mail, phone, personal interaction, and
various online methods. We had conducted this method by contacting the audience through
phones, mail, personal interaction and online information portals
We had prepared a questionnaire which we asked our customers to answer them,
➢ The Survey Method: It helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access to these
form of communication.
Surveys are the most common method of collecting Primary Data. Surveys are the best
way to get the descriptive information that you need for your marketing intelligence.
Simply put, surveys collect data by asking other people a series of questions about their
personal knowledge, emotions, attitudes, preferences, and buying behaviors. Surveys
can provide you a wealth of data. There is always a golden nugget, a piece of data that
can give you the insight you need to figure out the direction of your next campaign.
However, there are drawbacks to the data you collect via surveys. Often people just
don't recall some of the information that you are asking for, and as a result, they are
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unable to answer the questions. Therefore the response that they give will not be the
complete truth, it may be something that they feel you want to hear. Sometimes people
are unwilling to provide information that they might deem "private". This prevents
completely truthful responses, and it skews the data that you are analyzing. If the
responses seem too good to be true...they just may be.
➢ The content analysis: Another method used to analyze the communication strategy
of different social networking sites with certain parameters among top three Indian
social networking sites which are tabulated with results.
1.4 LITERATURE REVIEW
Kaplan and Heinlein (2010) define social media as ―a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0, and allow
the creation and exchange of user generated content.‖ According to Kaplan and Heinlein (2010)
web 2.0 is a platform where content is continuously altered by all operators in a sharing and
collaborative way. Web 2.0 is a web based technology which helps to create highly interactive
platforms through which individuals and communities share, co-create, discuss and modify
user –generated content. Social media are the websites which are build upon the technological
foundations of web 2.0 that help a user to create user generated contents that can be shared.
This technology allows a user to create and publish the content on the social media networks.
This information can be shared with other members of the social media website, who are
connected with the user. This process is interactive where other members can also respond in
different ways. Mangold and Faulds (2009) describe ―social media as the set of online word
of mouth forums which includes blogs, discussion boards, forums or social networks to name
a few. Using all mobile and web-based technologies, social media creates highly interactive
platforms by bringing together individuals and creating communities. Internet has a lot of
websites; each of them has different functional attributes and caters to different sections of
society. Websites like facebook are for general masses but LinkedIn is focused on professional
networking. Media sharing sites (i.e. YouTube, Picassa and Flickr) or blogging platforms (i.e.
blogspot, wordpress) are also members of this ecosystem called social media (Kietzmann et
al., 2011).Social media has equipped the organization to establish an direct relationship with
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the consumers. Both of the organizations and consumers are free to generate content on the
web pages, which further leads to conversations and discussion. Organization on one end are
provided with an opportunity to share their information with a large base of customers and on
the other end consumers are also free to publish any content whether positive or negative
regarding the information.
Social media marketing is a new marketing strategy which almost every business is adopting
to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment companies
were the first to adopt the social media as a promotional tool. Weinberg (2009) has defined
social media marketing as the process that empowers individuals to promote their websites,
products, or services through online social channels and tap into a much larger community that
may not have been available via traditional channels. So if we keep it simple, social media
marketing is the process where organizations use social media websites to build rush on their
company official websites. It does not stop here but organizations also inform the potential
customers of happenings in the organization, launch of the new model or product and latest
news about the organization through social media applications. Gordhamer (2009) has related
social media marketing to the relationship marketing where firms need to shift from ―trying
to sell‖ to ―making connections‖ with the consumers. This explanations of social media
marketing takes us to the other side of marketing, where building relations with the potential
consumers is the key to repeated purchases and enhanced brand loyalty. Social Media is an
innovative tool that organizations use for creating a very strong public relation with the
customers on the virtual networks (Jan & Khan, 2014). Maintaining public relations through
social media has become easy because a large number of potential consumers are available on
the virtual networks. And making connection with consumers using social media is only some
clicks away. Today‟s customers are more powerful and busy; therefore, companies should be
reachable and available in every social media communication channel such as Face book,
Twitter, Blogs, Forums at any time (Gordhamer, 2009). Exploiting the opportunities provided
by the social media communication channels is important for every organization.
Dimension of the Social media marketing (Asa’ad, &Anas, 2014) There are five dimension
of the social media marketing, which means these five things are required to create connections
with consumers or to building traffic to company websites.
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Online Communities: A company or business can use the social media to build a community
around its products/business. Vibrant communities create loyalty and encourage discussions,
which can contribute towards business development and improvement. (Taprial, &Kanwar,
2012).
Interaction: A Facebook page or Twitter account can notify all its followers of specific subject
quickly and simultaneously (Berselli, Burger, & Close, 2012). Social networking sites enable
greater interaction with the online community through broadcasting up-to-date, consumer
relevant information. (Fischer, &Reuber, 2011)
Sharing of Content: The sharing dimension is about the extent to which an individual
exchanges, distributes and receives content in a social media setting. (Babac, 2011)
Accessibility: The social media is easily accessible and takes minimal or no costs to use.
Social media is easy to use and does not require any special skills, knowledge to use. (Taprial,
&Kanwar, 2012)
Credibility: It is all about delivering your message clearly to the people, establishing
credibility for what you say or do, connecting emotionally with your target audience,
motivating the buyer and generating loyal customers. The social media provides a very good
platform for all businesses (big or small) to network and reach out to their target audience,
connect with them directly and generate trust by listening to what they have to say. (Taprial,
&Kanwar, 2012)
This finally leads us to redefine the Social media marketing on the basis of functional
block of the social media websites. ―Social media marketing is a process where seven
functional blocks (identity, conversation, sharing, presence, relationship, reputation and
groups) of a social media website are utilized for promotion of a brand, organization, political
party, a personality, an idea or an event.‖ So when we use social media for promotion of an
idea or a product that is social media marketing.
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1.5 LIMITATIONS OF THE STUDY
Sample size-The sample size was small which comprises only 50 respondents from total
visited customers.
▪ Personal bias- The survey did not want to go into personal details and stick only to job
and organizational related issues and there was a personal bias of the respondents while
answering the questionnaires.
▪ Time Duration: Time duration in the organization was only 60 days and hence there
was a time constraint.
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2.1 COMPANY PROFILE
Social media marketing at TPCS is always a profession that look forwarded to be one of the jobs
that can be replaced be the age development through Automation or AI development. But 2022 has
changed the phase of department in all the organization across the globe. The new age Pandemic had
created a question mark in the economy and sustaining business was not easy. Then came a
revolutionary importance of Human resources management in planning and sustaining the business
in the economy. Work From Home is an easily chosen option for people for almost 60 to 70 % of jobs
in the market now. Agile methods on adaptation were brought by these revolutionary marketing
✓ Overview to the Services of Turning Point Consultancy Services –
Whatever your needs, we have proprietary tools to achieve your goals, whether it's
identifying, assessing, or developing your organization's leaders. In addition, we offer
a Potential Model that helps clients identify and unlock their executives' full potential,
a Transformative Leadership Framework that provides leaders with a blueprint for
disruptive change, and our Culture Profile that enables organizations to build a
culture of innovation.
WEBSITE http://tpcs.co.in
PHONE 9052186351
INDUSTRY Business Consulting and Services
COMPANY SIZE 201-500 employees
HEADQUATERS Vizag, Andhra Pradesh
FOUNDED 2019
Knowledge is Power Never Stop Learning.
We are providing online classes and training on personality and professional
development for the students of under graduated and corporate job seekers. We
teach Technical, Non-Technical, Marketing skills, and public speaking. Non-
Technical like Presentation Skills, Communication Skills, J.A.M, Group
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Discussion, Mock Interview, etc. and Technical Skills like LinkedIn building, CV,
Microsoft office operations, Graphic Designing, Poster Making.
Our Vision
Nourishment and upbringing of young talent Inspiring them to serve the nation. Our
vision ranges from motivation, aspiration and nurturing educational advancement.
Leadership shill into millions of young aspiring students.
Strategy and Tactics we use:
• Narrative transfer implementation.
• Mentoring and Reverse Mentoring.
• Training require analysis.
• Guided assessment.
• Teamwork.
• Community of pursuit.
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✓ SERVICES:
We Help You to Learn and Enhance
Our program provides you the best learning experience and, we constantly help
you out to learn new things. We believe in the exchange of knowledge with each
other. We enhance your skills and help you to adapt to the dynamic environment
and also helps you to find out your passion as well as maintaining professional
life too.
❖ Phase 1
This is the first phase of learning. In the beginning of this phase adapting to
environment is most important. This is the most critical phase of learning. Not
loosing hope is one of the important thing.
❖ Phase 2
In this phase of learning, you learn both interpersonal and interpersonal skills and
other skills which help you in building a good professional life. These skills will make
you able to compete with others and helps you to maintain work ethics.
❖ Phase 3
This phase last phase of learning and the first stage of implementation in a real-life
situation. This phase is the most exciting in everyone’s life, implementing what we
learn during this program. This does not mean you should stop learning. Learning is
a continuous process.
RESEARCH
METHODLOGY
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―Research methodology is a method of studying problems whose solutions are to be desired
partly or wholly from the facts. These facts may be statements of opinions, historical facts,
those contents in records and reports, the results of tests, answers to questionnaire,
experimental data of any sort and so forth‖
- W.S.Monroe.
TYPE OF RESEARCH: EXPLORATORY
The RESEARCH METHODOLOGY for the project is done with the help of survey
through questionnaire. In this project, the questionnaire was a key tool of research to gain
knowledge about the employee engaging activities and to know responses of the employees
towards these activities.
• Primary Data: The primary data has been collected with the help of personal survey
by using questionnaire AND analytics
• Secondary Data: The secondary data has been collected through following sources:
Monthly Reports of Digital Marketing
Past Survey Data
Data through Internet source
• Data Collection Tool:
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Research design:
In Research design a Descriptive research has been used. This research study adopted survey
and content analysis in order to find the effectiveness and the impact of communication in
branding any product or the service among the target market through social networking sites
like Face book, Twitter and Instagram.
Survey:
Survey was conducted randomly among Face book, Twitter and Instagram user community,
by sending questionnaire through online to collect the individual opinion from the respondents.
Sampling:
Data
collection
tools
Online Forum
Online
Communities
Web survey-
Chats
Depth
Interview
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Non probability sampling technique is used to collect the opinion from the online respondents.
The total population is social networking user community, but to collect the effective data the
sampling is constrained to 50 respondents of total number of customers visited 4fins of various
age groups like young adults, graduates, businessmen’s etc.
Sample size: 50 customers visited 4fins.
Content analysis
In content analysis, the following three popular social networking sites were selected to find
the effective brand communication among its users (Face book, Twitter and Instagram).
Parameters and units of analysis:
1. Target group: category of audience visiting these sites.
2. Types of advertisements: what are the types of brand communication followed by them?
3. Ads placement: how do these sites place their ad in their pages?
4. Communication strategy: kinds of brand promotion used by them.
5. Visual appealing factors: regarding the appearance of these sites.
6. User Interaction: kinds of participation with the brand.
7. Accessibility: how legibly they present themselves.
8. User interest: the forms of expectations from users in these sites.
9. Customization: the factors that the users could create by themselves.
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3.1 DATA ANALYSIS
• Primary Data: The primary data has been collected with the help of personal
survey by using questionnaire AND analytics
• Secondary Data: The secondary data has been collected through following
sources:
Monthly Reports of Digital Marketing
Past Survey Data
Data through Internet source
3.2 DATA ANALYSIS AND INTERPRETATIONS
The survey is done demographically on the basis of Age category
QUESTION 1:
What Is your Age?
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ANALYSIS: The bar chart show that maximum people are 15-25 age limit
QUESTION 2:
How often do you use internet?
0 10 20 30 40 50 60
What Is Your Age ?
55 And Above 45-55 35-45 25-35 15-25
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ANALYSIS:
INTERPRETATION: The pie chart shows that there are maximum number (46%) of people
who use internet quiet often that is more than 3Hrs a day which states that social marketing
could be effective as people spend most of the time over internet.
QUESTION 3:
Are you aware of social networking sites?
ANALYSIS:
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INTERPRETATION: The pie chart shows that there are maximum number (73%) of people
are aware of social networking sites this states that these sites are useful for marketing on
other hand 27% of people are unaware of it for which survey and campaign should be carried
out for making people aware of it.
QUESTION 4:
On which of these online communities do you hold a personal account?
ANALYSIS:
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INTERPRETATION: The bar chart shows that there are maximum number (82%) of people
are on facebook which states facebook is a most effective tool for social marketing. The
analysis shows there are people on linkedIn as well which can be also used as a tool.
31. :
30
QUESTION 5
On which of these online communities do you prefer promoting your
business (if any) for your business?
ANALYSIS:
INTERPRETATION: The bar chart shows that there are maximum number people who
prefer using facebook for their business (if any) this shows that social media marketing is
trending now a days for promoting businesses and facebook is most preferred site.
QUESTION 6
32. :
31
Which of this social marketing application have you used for your business in the past (if
any)?
ANALYSIS:
INTERPRETATION: The bar chart shows that there are maximum number(50%) people did
not use any of the application for marketing that states they are unaware of the marketing
applications. People can be told about the marketing applications by various campaigns. This is
the opportunity for 4fins to increase their business.
QUESTION 7
Which is most used social networking application used by you?
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ANALYSIS:
INTERPRETATION: The bar chart shows that Facebook and Whatsapp are the most used social
networking applications which states they are effective tool for marketing.
QUESTION 8
Are you a member of any of the online communities for promoting your business?
34. :
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ANALYSIS:
INTERPRETATION: The pie chart shows that maximum people (56%) are not member of any
communities on social networking sites which states people only use it to connect with friends
and only 44% use it for communicate with staff members which states now a days people use
it business use also.
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QUESTION 9:
Do view advertisement over any of social media applications given below?
ANALYSIS:
INTERPRETATION: The bar chart shows that many advertisement are showed on Facebook
this states that many marketing companies use it as a tool for marketing. Facebook is the most
popular social networking site.
QUESTION 10:
What kinds of ads have you come across in these sites?
36. 35
ANALYSIS:
INTERPRETATION: The bar chart shows that maximum of people came across various types
of advertisements at some point of time which include web banner, video ads, popups, flash ads
etc.
QUESTION 11:
What kinds of Brand communication attract you?
ANALYSIS:
37. 36
INTERPRETATION: The bar chart shows that maximum people are attracted by web banner
thus it can be used for brand communication.
QUESTION 12:
Which drivers do you think makes 4fins different from other competitors?
ANALYSIS:
38. 37
INTERPRETATION: The bar chart shows that maximum people think key driver of 4finsis
mobility & Responsive Design which makes it different from other competitors.
3.3 LEARNING THROUGH PROJECT
I was appointed as a content strategist and digital marketing trainee for two months. Initially
for a week itself I was under training to understand the work culture of the company
―FinacusSolutoins Pvt. Ltd.‖.
First week, I was asked to look through pages on Facebook made by ―FinacusSolutoins Pvt.
Ltd.‖
0 10 20 30 40 50 60
Which drivers do you think makes 4fins different
from other competitors?
Inbound marketing Inbound marketing
Content Optimization Google Authorship
Buisness Blogginng Prevasive Mobility& Responsive Design
39. 38
These were Company was doing its digital marketing. I was asked to look through the pattern of
posts and status uploaded and shared on facebook and instagram and twitter.
I was explained the role I need to play in the company and what all things I need to do as a digital
marketing itern.
Before that I was explained two things on Facebook which I had to know before posting. That
was image of post is called `creative copy` and content with that image was its `creative status`.
Every brand is associated with its unique code and it is identified in the company by its code.
A briefing about every company was done to me by my senior MR. SurajSalunkhe.He gave
me a brief introduction as to how to create posts or creative’s for these Brands. I studied about
each company for creating the creative copy.
I made 6 creative copies and creative status and one Video of mobile banking app introduction
video (in Spanish), out of which 3 were selected and 1 video selected for . It was a big
achievement for me that at a very early time my creative copies were sanctioned. These copies
were going to be live on Facebook and Instagram.
Instagram, Facebook and Twitter Analytics
These analytics shows the brand promoted by 4fins and its performance on different social
media applications. It will also help to show the key trends in recent days and its performance.
1) Instagram Analytics
This analysis is conducted,
To know the Performance of our client’s Brand's Instagram Account.
Benchmark the Brand's Performance Against it’s Competitors
40. 39
Fig.- Snapshot of Instagram Analytics
2) facebook Analytics
Measure your Fan Page's amplification, reach, content, and engagement trends, even
determine how users are liking, commenting on, and sharing content from your site.
Large brands can analyze aggregate performance of up to 150 Fan Pages in a single
report and report on all your Global Pages in one place.
• Understand the Impact of Your Social Ad Spend
• Benchmark Your Brand's Performance Against Competitors
• Measure Your Customer Service Efforts on Facebook
• Compare Your Facebook Efforts Against Other Social Networks
41. 40
Fig.- Snapshot of Facebook Analytics
3) Twitter Analytics
Get report-ready Twitter analytics to help you improve your content, engagement, reach
and impact.
For this analytics system constantly monitors your Twitter data for new trends and outliers and
automatically adds key insights into your dashboard’s insight stream.
• Immediately identify insights that can shape your strategy
• Learn when to post to drive more engagement Pinpoint important spikes in
impressions
• Quickly decide what’s working and what isn’t
Fig. Snapshot of Twitter Analytics
42. 41
The info graphic below shows why most of the brands inclining towards paid social media ads
as a key part of their digital marketing strategy in 2016
We have already jumped into a new financial year and most of the businesses are looking for
the latest digital marketing trends that ensure to increase ROI and Profits for the businesses.
It’s always a wise choice to invest your valuable time and money into free and paid advertising
to generate revenue but still lots of things need to be done to make your business a Brand.
Fig- Graph comparing between different digital marketing strategies
1) Marketing Automation Tools
2) Content Marketing Trend
3) Big data
4) Mobile Marketing Trend
5) Conversion rate optimization(CRO) TOP 5 EFFECTIVE STRATEGIES :
1) Marketing Automation Tools 2016:
As per the research by The Aberdeen Group -Marketing automation tools can increase
conversion rates by 50%. To avoid the human errors and repetitive task, Automation tool
will help you a lot. Here is an Info graphic that shows most popular digital marketing
automation tool in 2016 Internet Marketing Tools: ➢ Site Analytics
➢ Content Creation
➢ Social Media Management
43. 42
➢ Paid Advertising Report and Analysis
2) Content Marketing Trend 2016:
A unique and valuable content is a key factor of any digital marketing strategy.
Businesses will depend on custom content marketing to generate revenue and to
increase ROI in the year 2016. We have already seen that Modern SEO focus on custom
content marketing, same in year 2016Custom Content Marketing campaigns will play
a vital role for every business as 75% of CEOs believe that custom content marketing
is the future of Online Marketing. Companies will follow many channels to boost
organic results and enhance customer engagement with the help of custom content
marketing campaign. Professional marketers are likely to follow unique and custom
content marketing techniques to target right audience at the right time. In addition with
the above thought entrepreneurs will need to understand that content marketing is not
a single day or one time process but it’s an ongoing process that need a close watch and
result driven planning
3) Big data:
―Big Data To Become Small‖.This is a twofold prediction. Firstly the use of masses
of data as an indicator of success will turn to the quality of the data being collected.
This will mean that the variety for each company is likely to decrease, but the specific
data that will be collected will become far more efficient, useful and plentiful. As
companies realize that most of what they collect isn’t being used and just taking up
storage space, this will become more apparent and the use of this data will come under
increased scrutiny.
Secondly, the term big data is likely to become used more infrequently as a business
function, instead this is likely to be broken down into the sum of its parts. Database
management and data science technically fall under the same category at the moment,
when the reality is that they are different. Companies are likely to realize this and use
the term as a catch all rather than a function in itself.
4) Mobile Marketing Trend 2016:
―Mobile friendly‖ will be the mantra of year 2016. Mobile content marketing will help
to get the momentum in your effort towards a digital marketing campaign. As per the
recent survey by the end of year 2016, 95% of population will have smart phones so
having a good plan for mobile marketing will be necessary for any organization. In 2016,
most of the marketing experts will show their interest into mobile apps market that will
surely help to convert leads into sales. Most of the professional Internet marketing and
web development companies will provide custom mobile applications to their clients at a
reasonable price. Hence adopting mobile technology will be a trend in year 2016.
44. 43
5) Conversion rate optimization(CRO):Conversion Rate Optimization (CRO) is the system by which
you increase the percentage of your website visitors who take a desired action on your website. It
means optimizing your website so that a greater proportion of your traffic finds it useful and
informative and does what you want them to do. Conversion rate is the single most important
metric to determine digital marketing success in today’s world.
Some of the reasons why CRO is such a buzzword on the internet today are as follows:
It gives great ROI – While acquiring paid traffic can be quite expensive, the
expenditure of increasing conversions is miniscule. To compare, a Small Business Plan
with VWO is equivalent to the cost of around 5 Google Adwords clicks. The returns
generated from CRO can be massive, as even small tweaks on the website can result in
significant increase in sales and leads generated.
It helps you in getting more of the “right” kind of customers – CRO gets you
customers/leads who have evaluated your products/services and want to engage with
you. They are much more likely to turn into loyal customers/promoters for your
business.
It helps to make your website more focused – As you keep doing CRO and tweaking
your website, you discover that you gradually start eliminating all unnecessary
elements from your webpages. Your website becomes more focused on the primary
value proposition your customers are looking for. Thus, CRO helps your business
become better.
3.5 FINDINGS
Through objectives:
1. To find five most effective strategy of social media marketing-
FINDING: According to the survey the five most effective strategy of social media
marketing are:
1. Marketing Automation Tools
2. Content Marketing Trend
45. 44
3. Big data
4. Mobile Marketing Trend
5. Conversion rate optimization(CRO)
2. To find out the awareness of social media marketing.
FINDING: maximum people agree to the fact that they spend most of their time over
internet and 74% people of total sample population are aware of the social media
marketing
3. To find effective brand communication for social media promotion.
FINDING: Maximum people agree to the fact Facebook and Whatsapp are observed
as the most used social networking applications and effective for the brand
communication.
4. To study key business divers at 4fins
FINDING: Majority people think key driver of 4fins is mobility & Responsive Design
which makes it different from other competitors.
5. To study key trends in social media marketing
FINDING: The trends of social media marketing are:
o Facebook o Whatsapp o Twitter o
Instagram o Linkedin
According to people communicated during the survey Facebook and Whatsapp are the
most popular trends in social media marketing
OTHER FINDINGS:
• Facebook and Whatsapp are observed as the most used social networking applications.
• People use social networking sites for promoting business and have communities for their
business.
• There are minimum people who have used marketing applications in the past.
• Majority of people agree to fact they view advertisements on social networking sites.
• Maximum people are attracted and came across to Web Banner and Video ads.
• Most of the people sees advertisement of Facebook, whatsapp and LinkedIn
46. 45
3.6 SUGGESTIONS
1. Communication should be more preferred than advertising. So, if the brand is
communicated well and remembered by the audience, then it is a greatest success to the
company for their promotion through social media.
2. Promotional way of advertising is best: the usual banner ads and video ads attract them.
So advertising must be interactive, promotional and in innovative form to hold the
audience.
3. Advertisement should target the individuals than the mass. If an ad is hosted for a group
then that would beno advantage in delivering specified information.
4. Adding more multimediaelementsto have more interactive factors in fan pages and group
would benefit the brand user.
47. 46
5. Facebook and Whatsappis the most popular social networking applications and must be
used for social media promotions.
3.7 CONCLUSION
Communication about the product or service provides a major contribution to brand
competition in the market. It not only provides information about a product or service but also
promotes creative innovation. Besides advertising, it also facilitates consumer satisfaction. The
hidden fact is that no brand can progress without effective communication strategy to attract
their customers or users. Big and small variety of brands nowadays laid their base on social
network communication to get recognized in the target market.
Social networking sites users of Face book, Twitter and Orkut have become a personal, product
and corporate branding hub in India nowadays in digital era. Every brand that exists on social
networking sites has the same core features and benefits, such as the ability to create a page,
share resources, add multimedia and much more. Social networking sites are filled with
potential users who are mainly young adults. They spend more time in these networking sites
due to heavy commercial contents, entertainment and social gathering. So, product or service
communicators throng their ads in these areas with more and more interactive and with
fascinating factors so that their brand identity is developed among the right choice of focused
audience. Advertisers and brands uses social networking sites as the major resource for their
promotion and developing brand identity among the focused market.
49. 48
oOnce a week o 2-
3 days a week o 1-2
hrs a day o more
than 3 hrs a day o
Other:
Are you aware of social networking sites? *
oYES o NO
On which of these online communities do you hold a personal account? *
o Facebook o
Twitter o
LinkedIn o
Instagram o
YouTube o
None o
Other:
2. On which of these online communities do you prefer promoting your business (if any) for your
business?
o Facebook o
Twitter o
LinkedIn o
Instagram o
YouTube o
Zomato o
None o
Other:
3. Which of this social marketing application have you used for your business in the past (if any)?
50. 49
o Facebook
Business Pages o
zomato
o Twitter pages
o Google AdWords
o None o
Other:
4. Which is most used social networking application used by you? *
o
Facebook o
Twitter o
Instagram o
Whatsapp o
LinkedIn o
None
5. Are you a member of any of the online communities for promoting your business?
YES
o
NO
o
6. Do view advertisement over any of social media applications given below *
o
Facebook o
Twitter o
Whatsapp o
Instagram o
51. 50
LinkedIn o
None
7What kinds of ads have you come across in these sites? *
a. Web banner
b. Pop ups
c. Flash ads
d. Video ads
e. Others
8 What kinds of Brand communication attract you? *
f. Web banner
g. Pop ups
h. Flash ads
i. Video ads
j. Quiz
k. Other:
