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Internship Report - Digital Marketing

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Hummingbird Websolutions Pvt Ltd is a software company that specialises in WordPress Plugins and Themes. Its other products are Avactis, Deal Fuel, etc. I had opportunity to do internship for 3 months with the company.

P.S. Analysis at ending is unreal as company didn't share their google analytic for confidential data reasons.

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Internship Report - Digital Marketing

  1. 1. Digital Marketing of HBWSL 2014-16 H B W S L Page 01 Institute of Management Development & Research, Pune. SUMMER INTERNSHIP PROGRAMME “Digital Marketing – Online Promotions, Campaigns and Advertisements” INTERIM PROJECT REPORT Submitted in partial fulfilment of the requirement for the degree of Post Graduate Diploma in Management (2014-2016) To Mentor: Submitted by: Dr Abhijeet Shivane Tushar Bhadalkar
  2. 2. Digital Marketing of HBWSL 2014-16 H B W S L Page 02 ACKNOWLEDGEMENT I wish to express my sincere gratitude to Mr. Karthikraj Magapu, Founder and Mrs. Shilpa Shilpa, Manager - WordPress for providing me an opportunity to do my summer internship at “HUMMINGBIRD WEBSOLUTIONS PVT LTD” I sincerely thank Dr. Abhijeet Shivane for his guidance and encouragement in carrying out this project work. I am also grateful to Prof Gribala Dewasthale who rendered her help and gave me the knowledge about Marketing that laid the foundation for pursuing internship in the same. I also thank Dr. Deepak Roy, Director of Institute of Management Development & Research, Pune for giving me the opportunity to embark on this project. Tushar Bhadalkar PGDM – II (B-106) Batch: 2014-16
  3. 3. Digital Marketing of HBWSL 2014-16 H B W S L Page 03 TABLE OF CONTENTS Sr No Description Page No. 1 ACKNOWLEDGEMENT 02 2 SUMMER INTERNSHIP 2015 04 3 OBJECTIVES OF SUMMER INTERNSHIP 05 4 EXECUTIVE SUMMARY 06 5 COMPANY OVERIEW 07-12 6 AVACTIS – SHOPPING CART 13-15 7 ROLES & RESPONSIBILITIES IN - AVACTIS TEAM 16-19 8 FINDINGS & SUGGESTIONS – AVACTIS 20-21 9 WPEKA – THEMES & PLUGINS 22-23 10 ROLES & RESPONSIBILITIES IN - WPEKA TEAM 23-34 11 FINDINGS & SUGGESTIONS – WPEKA 35-36 12 RESEARCH METHODOLOGY & DATA ANALYSIS 37-39 13 APPLICATION OF MARKETING CONCEPTS 40-42 14 CONCLUSION 43-44 15 BIBLIOGRAPHY 45-46
  4. 4. Digital Marketing of HBWSL 2014-16 H B W S L Page 04 SUMMER INTERNSHIP 2015 Student Details Name: Tushar Bhadalkar Roll No: PGDM-II (B-106) Email Id: tushar.bhadalkar@hbwsl.com Mobile No: +91 9890891919 Company Mentor Details Company Name: Hummingbird Web Solutions Pvt. Ltd. Address: Ishakrupa Bunglow, Near Casa Grande Studio, Baner Rd, Pune. Website: www.hbwsl.com Mentor’s Name: Mrs Shilpa Shah / Mr. Sandeep Raman Email Id: Shilpa.Shah@hbwsl.com / Sandeep.raman@hbwsl.com Mobile No: +91 7769873337
  5. 5. Digital Marketing of HBWSL 2014-16 H B W S L Page 05 OBJECTIVES OF SUMMER INTERNSHIP Summer Internship constitutes an integral part of the curriculum of the PGDM course  It gives an insight into the working of the real corporate world  It gives practical knowledge about the working of the organizations  This short time within the industry creates an opportunity to learn the various aspects of the organization like the cultural & functional aspects, domain knowledge & personal skills  The main objective of the summer internship is to experience the various concepts that are taught in the first year of the management course, as learning the concepts is very different from experiencing them at a concrete level  Because an summer internship has the potential of leading to a full time job in the future, it is often referred to as the “weeks of interview”  It provides an experience to face the various situations by establishing relationships between real and significant factors in a situation  It also helps to build a base for Second year of management Course where we have focus on a particular specialization
  6. 6. Digital Marketing of HBWSL 2014-16 H B W S L Page 06 EXECUTIVE SUMMARY I remember my interview with the Founder of my company at Hummingbird Web Solutions Pvt Ltd. He was looking for a person who is outgoing and has current updates about the digital world. I realised this during the first few minutes of the interview. It was a coincidence he asked me what impact social media can have in a common person’s life. To which I responded with two great examples which I heard in IMDR’s meet with the alumni “Digital Era and Social Media.” As I got selected I realised this was crucial phase of my life. I was a part of Digital Marketing Team at HBWSL. First phase of my internship was about getting familiar with the Products & Services offered by HBWSL as well as the Environment (People & Processes) at HBSWL. After few days, I was put into a team which was looking after the Marketing of Avactis which is a Shopping Cart solution for ecommerce websites. I worked on creation of Google Adwords for 2 weeks. Phase Two started in third week onwards I started my working with the WordPress Team. It was very dynamic profile and various tasks were already planned for me by Shilpa Shah, these included writing product page and blogs, which gave me opportunity to learn content writing. Scheduling social media posts and updates, was daily activity for keeping the customers engaged with the products. Special offers campaign and submission of coupons, attracts new customers to buy products. Digital Marketing is about combination of various things – value of content is most important as the people who are searching online have to be provided with information which is relevant & they can use. If one succeeds in doing this rest of the sales follows. In last phase of internship, I was able to increase more visitors for our blogs and website. This was a great achievement for me because digital marketing is measured by Traffic which is generated by the Marketers. It was a very exciting journey of twelve weeks in HBWSL where I got ample opportunities to learn and apply my knowledge which I got in IMDR. It helped me a lot to contribute to the growth of business. Also along with core learning’s regarding marketing and online B2C scenario, this internship improved my writing skills; creative abilities and interviewing skills and result that I was able to deliver was indeed a confidence booster for me.
  7. 7. Digital Marketing of HBWSL 2014-16 H B W S L Page 07 (Part-1) COMPANY OVERVIEW
  8. 8. Digital Marketing of HBWSL 2014-16 H B W S L Page 08 1A) COMPANY PROFILE: In October 2011, a tiny little Hummingbird came into existence. The first year was all about WordPress. The team was 3 members strong. Over 80 sales of our products in the first 3 months set us off to a rolling start. We make Open Source work for customers. Our products help Web Designers and Web Developers save time and money and create magic for their customers. WordPress, e-Commerce solutions and hunting for cool tech deals keeps us busy nowadays, but you never know what we will be doing tomorrow! We are explorers, constantly seeking out new and trendy ideas to delight our customers.
  9. 9. Digital Marketing of HBWSL 2014-16 H B W S L Page 09
  10. 10. Digital Marketing of HBWSL 2014-16 H B W S L Page 010 1B) COMPANY STRUCTURE: Over 4 years of work they have acquired & developed a range of solutions and gained ample experience in the services that they offer: WordPress Plugins & Themes, Online Shopping Cart Solution, Online Deals, Joomla Templates and Extensions. With the team of innovative employees and associates they strive to provide best in class software and web based applications.
  11. 11. Digital Marketing of HBWSL 2014-16 H B W S L Page 011 1C) BUSINESS STRATEGY:  Leverage online presence to expand business globally  Focus on US market  Acquire products in growth life cycle instead of investing in development from scratch  Get existing client base of acquired products and offer them new products.  Focus more on customer service key area  Leverage technical experience in global practices 1E) PRODUCTS: HBWSL has range of products for website development for various customers requirements: SlideDeck is WordPress Plugin that will allow you to create unlimited beautiful image sliders on your website. It’s one of the easiest to use plugins out there and comes packed with all kinds of awesome features. Cyber Chimps offers stylish and stress-free to use WordPress themes that can give your website a professional look. According to its users, they prefer to use these themes because of the reasonable price without conceding quality. These designs are also simple, attractive, and speedy unlike other WP themes out there.
  12. 12. Digital Marketing of HBWSL 2014-16 H B W S L Page 012 Get Premium WordPress Themes, Power Packed Plugins and Video Tutorials all at one place. Setup Business & Professional looking WordPress sites or blogs within minutes. DealFuel is an awesome platform to get best tech deals for free. DealFuel offers stunning discounts daily for WordPress themes, Webpage tools, online tutorials and ebooks Avactis (Shopping Cart) is used for purchasing product and putting it into cart and then paying for the purchased items using payment gateway (visa/ mastercard), the whole process is known as checkout
  13. 13. Digital Marketing of HBWSL 2014-16 H B W S L Page 013 (Part-2) Avactis – Shopping cart 2A) What is Avactis Next?
  14. 14. Digital Marketing of HBWSL 2014-16 H B W S L Page 014 Avactis Next is a new product based on revamped architecture to have easy plug and play of Extensions and Themes. Avactis Next shopping cart core upgrades are seamless with customization as they are loosely coupled with main shopping cart code. Basically Avactis is used for purchasing product and putting it into cart and then paying for the purchased items using payment gateway (visa/ mastercard), the whole process is known as checkout. Overview: A website that sells products or services online, the shopping cart is a common metaphor (from the original grocery store shopping cart) for the catalog or other pages where a user reads and makes selections. Typically, the user checks off any products or services that are being ordered and then, when finished ordering, indicates that and proceeds to a page where the total order is placed and confirmed with the payments. The programming that provides a Web site with the ability to build a catalog and its associated data base and to integrate pages into its site that provide users the ability to shop is in Avactis Shopping Cart.
  15. 15. Digital Marketing of HBWSL 2014-16 H B W S L Page 015 2B) KEY FEATURES:  Customer Management Features - Abandonment Tracking, Customer Account Creation, Customer Order History, Support Desk.  Promotion & Marketing Features - Affiliate Program Support, Coupons, Email Auto Response, Email List Management, Gift Cards, Newsletters, Product Reviews.  Payment & Pricing Features - Cash On Demand Payment, Discount Management, Live Shipping Quotes, Money Orders, Multi-Currency.  Shipping Features - Custom Shipping Rules, Fedex/UPS Price Lookup, Flat Rate Shipping, Product Specific Tax Rules, Real Time Package Tracking.  Reporting & Anaylsis - Inventory Reports, Profit/Loss Reports, Sales Summary Reports, Traffic Analytics. 2C) SPECIFICATIONS:  License – Proprietary is licensed under exclusive legal right of the copyright holder.  Countries Available - United States & India  Languages Supported - English  Platform – It is designed for Online, On Premise, Mobile  Operating Systems – Compatible with Windows, Mac, Linux  Mobile Platforms – Works on Android, iOS.
  16. 16. Digital Marketing of HBWSL 2014-16 H B W S L Page 016 (Part-3) ROLES & RESPONSIBILITIES IN Avactis – shopping cart
  17. 17. Digital Marketing of HBWSL 2014-16 H B W S L Page 017 Step I - Identifying ways of promotion & advertising. The team is doing promotions by sending regular emails about new products, updates and offers, apart from the same they are posting relevant articles on blog which is a very great form of today’s marketing. It was thus decided that company was going to spend on Google Adwords. “Google Adwords is Google’s paid online advertising model that uses a bidding system for your advertisement to appear to the top or to the right of search results. When you advertise you tell Google what keywords or phrases you are interested in. When somebody searches on these keywords Google displays relevant advertisements. If your advertisement is displayed you only pay if somebody clicks on this advertisement to bring them to your website.” RED ARROWS ARE GOOGLE ADS
  18. 18. Digital Marketing of HBWSL 2014-16 H B W S L Page 018 Step II: Creating appealing ads and promotions using software “Adwords” We created ads using the software “Adwords” which has few important points that are described as below: 1. Campaign — a Google Adwords campaign is a name that you assign to all your advertisements for a part of your business or for a particular promotion you are running. For example, you might have a campaign for selling services in your hotel. 2. Adgroups — within a campaign you break your advertisements into adgroups. Using the hotel example, you might have an adgroup which has advertisements for promoting accommodation and another adgroup for promoting your restaurant. 3. Advertisements – within your adgroups you have advertisements. Using the Hotel example, if you had an adgroup for hotel accommodation you might have one set of advertisements for last minutes deals, one for business deals and one for general accommodation. You need to write your ‘Ad copy’ (which is the text you will use ) to encourage relevant users to click on it, so it’s very important. 4. Keywords — you need to decide when you want your advertisements displayed. This is based on keywords that you specify and if these keywords are used when searching then your advertisement may appear depending on what you have bid, your budget, competition, and so on. 5. Budget – now you can set up your budget, how much you are going to spend each day on advertisements and how you are going to split up this money through the adgroups. In Google when you want to display advertisements you are bidding for keywords against Step III: Displaying ads and promotions.
  19. 19. Digital Marketing of HBWSL 2014-16 H B W S L Page 019 Once all the ads were made following the instructions and guidelines the ads were made live using Google Adwords software. Below are screenshots of the same. Making the Ad Campaign Marked in RED is how the ACTUAL AD will look Step IV: Measuring the Return on Investment (coverage) Below is panel where return on investment is measured in terms of: 1. Clicks – It is count of how many users have clicked on the ads. 2. CTR – How many times the ad was shown by Google 3. Cost – How much per click of the ad costs.
  20. 20. Digital Marketing of HBWSL 2014-16 H B W S L Page 020 (Part-4) Findings & Suggestions For Avactis – shopping cart
  21. 21. Digital Marketing of HBWSL 2014-16 H B W S L Page 021 4A) FINDINGS - Identifying target customers is very important when it comes to the success / failure of the product. It depends on the specifications of your product / service and need of the customers. Matching both the parameters will lead to an effective target. IMPORTANCE OF KNOWING YOUR TARGET CUSTOMERS: In creating a new product / service, start-ups need to focus on fundamentals such as solving a problem or addressing a need in a new or different way. As important is identifying the businesses or individuals who will buy our product – otherwise known as target customers. Target audience for Avactis is either users who are dissatisfied with existing shopping cart solutions or users who want to start selling their merchandise. This offers a good starting point to create messaging to drive marketing and sales. Google Adwords is great tool only when one has clearly defined the target audience. It is very likely that while making the campaign the target audience may be missed due to incorrect usage of Keywords. Hence careful consideration of Keywords is need to pursue this goal. It means a one-size-fits-all marketing and sales approach may not work because it’s not focused enough. After studying the ad performance for 3 weeks which costed Rs2000 and was clicked by users around 150 times to direct to www.avactis.com website. The managers decided they did not have any sales out of the clicks. Users viewed the website and bounced off. This is not the final aim of any advertisement that is been done. Hence it was further decided to discontinue Google Adwords from the promotional activities. 4B) SUGGESTIONS -  More focus should be given on Search Engine Optimization of the website and the blog. This will increase the ranking on Google search which will automatically increase the number of visitors.  Users who are currently using competitors’ software can be converted to Avactis Customers by using forums or review sites and comparing the advantages & benefits that Avactis offer. Segment Selection Target Customers Product Positioning Communication
  22. 22. Digital Marketing of HBWSL 2014-16 H B W S L Page 022 (5) WPEKA – THEMES & Plugins
  23. 23. Digital Marketing of HBWSL 2014-16 H B W S L Page 023 5A) What is WordPress? WordPress (WP) is simple and free, Do-It-Yourself website builder. It is commonly known as Content Management System which was initially developed only to create blogs. Later as its popularity grew among the programmers it got additional features and usability. Any WP website that functions is due plugin and the layout is due to Theme installed. Number of Blogs Build on WP – 76.5 million. Percentage share globally for WP websites – 24% 5B) What is WPeka? WPeka is hub of different products that own separate websites individually but are clubbed together hence it is also known as WPeka Club. Over 18,000 customers trust and use WPeka Club products. The secret ? WPeka makes sure every single customer is a happy customer. We do whatever it takes to delight customers. All the below are brands that are combined under WPeka Club! All of these brands are WordPress Themes and Plugins that help to build and run the website as per customer needs
  24. 24. Digital Marketing of HBWSL 2014-16 H B W S L Page 024 (6) ROLES & RESPONSIBILITIES IN WPEKA – THEMES & Plugins
  25. 25. Digital Marketing of HBWSL 2014-16 H B W S L Page 025 Step I - Identifying ways of promotion & advertising. The team is doing promotions & advertising by following methods identified: 1. Interviews for the blog. 2. Daily schedule of all social media activities. 3. Submitting WPeka Coupons & Affiliate links on 150 websites. 4. Writing articles for the blog. 5. Offers and Discounts emails - 4th July US Independence Day. 6. Submitting SlideDeck Coupons & Affiliate links on 150 websites. Step II: Creating appealing ads and promotions using software “Hootsuite & WPadmin” 1. Interviews for the blog: WPeka blog has page for publishing Interviews. These interviews are of famous personalities in WordPress which gets attention and increases traffic for the blog. Method of Research for Interview: a. Select the person who is to be interviewed. b. Get all the information about the person’s background (Professional & personal) c. Search the internet for existing interviews, articles and podcast done by the person. d. Write the questions that are to be asked. e. Get approval for the questions from Shilpa Shah. f. Send the email of the questions to the selected person (interviewee). Below is screen shot of WPadmin software used to publish interviews
  26. 26. Digital Marketing of HBWSL 2014-16 H B W S L Page 026 2. Daily schedule of all social media activities: WPeka blog has new articles regularly that are related to products know-how and technical things. Latest topics are covered and published on WPeka Blog, that are schedule using “Hootsuite” Below is screenshot of Facebook, Twitter, Linkedin are the social media which are used every day for giving updates and news
  27. 27. Digital Marketing of HBWSL 2014-16 H B W S L Page 027 3. Submitting WPeka Coupons & Affiliate links on 150 websites: A list of 150 coupon websites is been made where below details are submitted – Coupon Code: WPEKA20 Discount: 20% Description: Join WPeka club and get 20% off on all products – WordPress Themes and Plugins. Below is screen shot of Retailmenot.com for submission of coupon.
  28. 28. Digital Marketing of HBWSL 2014-16 H B W S L Page 028 4. Writing articles for blog: WPeka blog is very known for good articles giving information about various products technical know how, current industry updates, dos and don’ts, and many more. Directions for writing blog: a. Blog topic is given by Shilpa Shah – e.g. Terminologies of Auction software. b. Get all the information about the topic from internet c. Get books for references available if any. d. Write the important points to be covered in topic. e. Write full length article with 1500 word limit. f. Get approval for the questions from Shilpa Shah. g. Publish the article using WPadmin on the blog. Below is screen shot of WPadmin software used to publish article.
  29. 29. Digital Marketing of HBWSL 2014-16 H B W S L Page 029 5. Offers and Discounts emails - 4th July US Independence Day: 4th of July is very big day in USA as its their Independence Day which is being celebrated with Mega Discounts and Offers all over the country. WPeka having their main market USA is actively part of it every year. This year it was FLAT 50% OFF on WPeka. Below is screenshot of Independence Day offer made using “Campaign Monitor”
  30. 30. Digital Marketing of HBWSL 2014-16 H B W S L Page 030 6. Submitting SlideDeck Coupons & Affiliate links on 150 websites: A list of 150 coupon websites is been made where below details are submitted – Coupon Code: SLIDEDECK20 Discount: 20% Description: Get SlideDeck WordPress plugin @ 20% off. Below is screen shot of website mostcoupon.com for submitting the coupon.
  31. 31. Digital Marketing of HBWSL 2014-16 H B W S L Page 031 Step III: Displaying ads and promotions. 1. Interviews for the blog: After the WPadmin software is used for editing the interview the question and answers are then published on the blog. Below are the interviews conducted by me online for WPeka Club Blog - 2. Daily schedule of all social media activities: When the updates and news are published on the social media like Facebook and Twitter. Users like and shares the posts and it creates brand awareness.
  32. 32. Digital Marketing of HBWSL 2014-16 H B W S L Page 032 3. Submitting WPeka Coupons & Affiliate links on 150 websites: Once the coupon is submitted to the website it is then displayed and the users who search for WPeka Coupons on Google will be able to view this discount and offer code to purchase the products. Below is screen shot of Offer displayed
  33. 33. Digital Marketing of HBWSL 2014-16 H B W S L Page 033 4. Writing articles for blog: Once the blog is ready it is published by me and the same is being posted on social media for all the readers to know about it and get knowledge about it. Below is the article written & published by me online for Auction Blog – 5. Offers and Discounts emails - 4th July US Independence Day: The final sales newsletter is as below.
  34. 34. Digital Marketing of HBWSL 2014-16 H B W S L Page 034 6. Submitting SlideDeck Coupons & Affiliate links on 150 websites: Once the coupon is submitted to the website it is then displayed and the users who search for WPeka Coupons on Google will be able to view this discount and offer code to purchase the products. Below is screen shot of couponchief.com displaying coupon
  35. 35. Digital Marketing of HBWSL 2014-16 H B W S L Page 035 (Part-7) Findings & Suggestions For WPEKA – THEMES & Plugins
  36. 36. Digital Marketing of HBWSL 2014-16 H B W S L Page 036 7A) FINDINGS – The measurement of the Digital Marketing is done on Key Performance Indicators which is majorly done using Google Analytics (Software) where return on investment is measured in terms of: 1. How many users have visited the interview pages? That means number of count the interview page is seen.  Interviews generated - (12% leads) 2. How many users have clicked on twitter and facebook post that have directed to the website & also likes and share of the articles?  Social media post (Blogs) – Twitter, Facebook (50% leads) 3. How many users have used the coupon code WPEKA20 & SLIDEDECK while purchasing the product?  Discount Coupons WPeka & SlideDeck20 (10% leads) 4. How many users have visited the blog page for information about Auction? That means number of count the page is seen by the people.  Blog article of Auction – (10% leads) 5. How many people have opened the mail for 4th July offer? How many people have used 50% OFF coupon code?  Seasonal discount offer newsletter – 4th July (15% leads) (% leads are estimate of visitor traffic generated from Google analytics) 7B) SUGGESTIONS – The current Marketing Strategy is working upto the mark to generate traffic (potential leads) that are converting into customers. There are few area’s of improvement which I suggest can be looked upon for more sales  As SlideDeck is Image Slider Plugin, there can be affiliate tie up with websites that provides high definition, paid Images for users e.g. www.shutterstock.com.  Videos about tutorial or reviews on Youtube/Vimeo will help users to understand more about the product features.  Campaign like “Learn & Earn” for students having blogs and who will learn about WPeka club and promote these products for commission in their Universities will increase the sales.
  37. 37. Digital Marketing of HBWSL 2014-16 H B W S L Page 037 (8) Research methodology & DATA ANALYSIS
  38. 38. Digital Marketing of HBWSL 2014-16 H B W S L Page 038 8A) What is research in management? Research, a somewhat intimidating term for some, is simply the process of finding solutions to a problem after a thorough study and analysis of the situational factors. Managers in organizations constantly engage themselves in studying and analyzing issues and hence are involved in some form of research activity as they make decisions at the workplace. As is well known, sometimes managers make good decisions and the problem gets solved, sometimes they make poor decisions and the problem persists, and on occasions they make such colossal blunders that the organization gets stuck in the mire. The difference between making good decisions and committing blunders lies in how managers go about the decision-making process. In other words, good decision making fetches a ―yes‖ answer to the following questions: Do managers identify where exactly the problem lies, do they correctly recognize the relevant factors in the situation needing investigation, do they know what types of information are to be gathered and how, do they know how to make use of the information so collected and draw appropriate conclusions to make the right decisions, and finally, do they know how to implement the results of this process to solve the problem? This is the essence of research and to be a successful manager it is important for you to know how to go about making the right decisions by being knowledgeable about the various steps involved in finding solutions to problematic issues. 8B) Table of Research Methodology Information - Elements in Research Description Meaning Type of Research Descriptive & Quantitative Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. Quantitative research is based on the measurement of quantity or amount. Research Queries Increase Visitors To expand reach of products using digital media and increase traffic on website Sampling Technique Multi-stage sampling Covering the large geographical area with is various online sources that gives traffic. Primary Data Google Analytics Tool which analysis from where the visitors has got information of website as well as visitors behaviour on webpages. Secondary Data Websites & Books - Data Analysis Pic Chart For Avactis & WordPress
  39. 39. Digital Marketing of HBWSL 2014-16 H B W S L Page 039 8C) DATA ANALYSIS – Part-I (AVACTIS) Google Ad performance for 3 weeks had billed Rs2000 and was clicked by users around 150 times to direct to Avactis website. But there was no conversion of the visitors into customers. Part-II (WPeka) Social Media contributes to 50% sales for WPeka Products. 5 17 23 32 27 19 27 0 5 10 15 20 25 30 35 3rd Day 6th Day 9th Day 12th Day 15th Day 18th Day 21st Day PPC No of Clicks 50% 12% 10% 10% 15% 3% Sales Social Media Interviews Discount Coupons Blog Articles Newsletter Others
  40. 40. Digital Marketing of HBWSL 2014-16 H B W S L Page 040 (9) Application of marketing concepts
  41. 41. Digital Marketing of HBWSL 2014-16 H B W S L Page 041 9A) Influence of EBM & Howard-Seth Model – Consumer information processing + Consumer buying behaviour If we consider above model for Avactis & WPeka analysis of same - Sr No Type Explanation 1 Input Stimulus – Social Media, Offers, Blogs, Interviews, etc 2 Info Processing Customers are constantly being exposed by ads on other website in form of reviews done by experts. This grabs their attention and when they need the products it is easily retained. 3 Decision Making When user requires any product he usually search Google where the comparison is already been given or he will check FB/Twitter for info of followers. 4 Decision Variables These are intrinsic factors of person his income may lead to buying high or low price products. 5 External Factors Users use Forums (Warrior Forum, BlackHatSeo) to socialise with other users and this way they get real advice from experience of others.
  42. 42. Digital Marketing of HBWSL 2014-16 H B W S L Page 042 Avactis & WPeka High Involvment Extensive Decision Making 9B) What is consumer information processing? Consumer information processing behavior is influenced by the structure and format of the available product information. This communication can be in form of ads, product brochures, branding and personal selling. 9C) What is consumer buying behaviour? Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of consumers. Types of consumer buying behavior are determined by:  Level of Involvement (High/Low) in purchase decision. Importance and intensity of interest in a product in a particular situation.  Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. The four type of consumer buying behavior are:  Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.  Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes-- know product class but not the brand.  Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding.  Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.  Impulse buying, no conscious planning.
  43. 43. Digital Marketing of HBWSL 2014-16 H B W S L Page 043 (10) ConCluSION
  44. 44. Digital Marketing of HBWSL 2014-16 H B W S L Page 044 Marketing Strategy & Planning is a key factor for the successful of any project, what my company mentor Shilpa Shah told me at the first day in company. The importance of planning is –  To facilitate goals achievement  To facilitate assessment  To reduce risks and loss  To make good decisions  To carry out job division  To determine opportunities and threats So my company mentor already planned and assigned me tasks for me to execute during the internship period. For the time period 3 months I did not only learn about area of my interest – Digital Marketing but also how to make a plan based on data and reports that is generated from tools like Google Analytics, Clicky, etc. I learned how important it is to monitor tasks of the team using tool MaveLink, also how can organisation can secure its user id and password and give access to all the employees using LastPass & the importance of Social Media in business today. I personally think working in Digital Marketing is not everyone’s cup of tea. Digital Marketers have to be updated with the changing technology which is proficiently used by their companies vis-a-viz the competition. Continuous information of what is happening around the world in terms of Events, Google Updates, Content Management, SEO, is required. Hummingbird is still in its growth stage and year-on-year they are expanding not only in terms of customers but also products & services. I feel very grateful to have this dynamic working experience with Hummingbird which has open the doors for me into the future of marketing.
  45. 45. Digital Marketing of HBWSL 2014-16 H B W S L Page 045 (12) BIBLIOGRAPHY
  46. 46. Digital Marketing of HBWSL 2014-16 H B W S L Page 046  Books – Research Methodology - Methods and Techniques 2004 – C.R Kothari  Website – www.avactis.com www.hbwsl.com www.google.com/adwords www.slidedeck.com www.wpauctionsoftware.com www.couponchief.com www.hootsuite.com www.retailmenot.com

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