Developing business promotional strategies and

DEVELOPING BUSINESS PROMOTIONAL STRATEGIES AND
MARKETING THROUGH DIGITAL MEDIA OF IRX
CORPORATE INTERNSHIP PROGRAM PROJECT REPORT
SUBMITTED IN PARTIAL FULFILMENT OF PGDM PROGRAM 2015-17
Submitted by
Vikas Kumar
Roll No: 104
Company Mentor Faculty Mentor
Name: Madhurima Sil Name: Dr. Sharad Chaturvedi
Designation: Sr. Digital Marketing Manager Designation: Professor
Delhi

Certificate from Company
This is to certify that Vikas Kumar, a student of PGDM Programme, (2015-17) Batch of
Fortune Institute of International Business, Delhi has undertaken the Corporate Internship
Training at Quikr during 4th
of April to 30th
of June under my supervision & guidance. He
/ She has conducted a study & completed the Project on DEVELOPING BUSINESS
PROMOTIONAL STRATEGIES AND MARKETING THROUGH DIGITAL
MEDIA OF IRX.
During Training his/her work was Excellent.
Seal of Organization Signature of Company Mentor:
Date: Name of Company Mentor: Madhurima Sil
Designation of Company Mentor: Sr. D M Manager

Certificate from Faculty Mentor
This is to certify that the Project Report titled- DEVELOPING BUSINESS
PROMOTIONAL STRATEGIES AND MARKETING THROUGH DIGITAL
MEDIA OF IRX is a bonafide work carried out by Vikas Kumar of PGDM (2015-17)
Batch of Fortune Institute of International Business, Delhi as a fulfilment of PGDM
Programme.
He/ She has worked under my guidance and satisfactorily completed his/her project work.
Date:
Name and Signature of Faculty Mentor: Dr. Sharad Chaturvedi

Declaration by the Student
I, hereby, declare that the work presented in this report, entitled “DEVELOPING
BUSINESS PROMOTIONAL STRATEGIES AND MARKETING THROUGH
DIGITAL MEDIA OF IRX” in fulfilment of the requirements for PGDM Programme,
submitted to Fortune Institute of International Business, Delhi is an authentic record of my
own work and is free from any type of plagiarism, carried out under the supervision of Mr.
Ravi Chauhan and Ms. Madhurima Sil.
I also declare that the work embodied in the present report
(i) is my original work and has not been copied from any source, and
(ii) Has not been submitted for any other Degree or Diploma of any university/Institution.
Name and Signature of Student:- Vikas Kumar
Roll No.:- 104

Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported me
throughout the course of this report. I am thankful for their aspiring guidance, invaluably
constructive criticism and friendly advice during the project work. I am sincerely grateful
to them for sharing their truthful and illuminating views on a number of issues related to
the project.
I express my warm thanks to Mr. Ravi Chauhan and Ms. Madhurima Sil for their support
and guidance at QUIKR.
I would also like to thank my project guide Prof. Utkarsh and Dr. Sharad Chatuvedi and
all the people who provided me with the facilities being required and conductive
conditions for my report.
Thank you,
Vikas Kumar

i
Executive Summary
This project is about the use of different types of digital marketing strategies
for a business. This project is designed for understanding and giving the best
suggestion to IRX about digital marketing. IRX is a real estate company. It
helps real estate agent to connect with other agent and make their business
deal easy. IRX is a market leader in this business model. There are two more
competitors PLABRO and BROEX. This time the biggest problem in real
estate sector is trust factor. Most of the real estate agents are fake or not
registered by govt. But still they are doing business. There are many cases
over the agent for selling the same property with two other individuals. This
things were happens because there were no Govt. regulatory body. In 2016
Indian Gov.t has made an Act. Called “The Real Estate (Regulation and
Development) Act, 2016”. The Act of the Parliament of India which seeks to
protect home-buyers as well as help boost investments in the real estate
industry. The bill was passed by the Rajya Sabha on 10 March 2016 and by
the Lok Sabha on 15 March 2016. The Act came into force from 1 May 2016
with 69 of 92 sections notified.
IRX is India’s no.1 online classifieds platform. It is a place where real estate
agent can connect with each other and share their inventory. IRX is a new age
mobile aggregator company. IRX is acquired by Quikr in 2015 to make the
business large. Quikr is online classified company. Quikr is having different
vertical including Quikr Homes a real estate company. IRX and Quikr Homes
are working together. IRX is working with 35 employees only.
The title of the project is “DEVELOPING BUSINESS PROMOTIONAL
STRATEGIES AND MARKETING THROUGH DIGITAL MEDIA OF
IRX”. To understand the digital marketing strategies this project are divided in
to three objectives, “To study various promotional strategies in Digital
Marketing”, “Suggest the effective Digital Marketing practices to IRX using

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analysis” and “To study the competitors Digital Marketing practices and
analyse best practices”. In order to understand and suggest the various
promotional strategies, different types of activities are mention in this project.
The essential parts of the digital marketing strategies are
Search Engine Marketing, Social Media Marketing, E-Mail Marketing,
Content Marketing, SMS Marketing. A company must follow the above all
promotional strategies. Search engine marketing is basically the promotion of
the websites. It also includes bringing the website name on top when a user
search about the company or related to the company in search engine. Search
engine marketing also covers to bring the website rank on top. There are so
many techniques which are used to do so. When a Google search engine result
page gives the information on top then it will catch the users mind. Generally
a user clicks only on first 5 results. Now coming to social media marketing,
social media is a platform where each generation comes and spent a lot of
hour. To bringing the company information on these platform is the best ever
idea. There are so many social media platform available. Best of them are
Facebook, LinkedIn, Twitter, and YouTube. These are different types of
social media platform. In this platform every company is doing their
promotion. E-Mail marketing and content marketing are the best part of the
digital marketing. As well said, “Content is King”. Content is most important
for any types of promotion. Because a good content create an interest in user’s
mind. If a good content will be used in E-Mail marketing then this will help a
company to grow the business. This time almost every generation is using
email. SMS marketing is also one of the best ideas. Every customer is having a
mobile phone in their hand. If a company will make a relation with their
customer by texting a good offer or new product information, then this will be
the best strategy. SMS marketing is playing a major role this time.

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Apart from all website has also been compared with its competitors. It has
been find out that the presence of IRX website on the internet less than its
competitors. This can be because of the when the company started. But
gradually IRX is working very hard to achieve the good presence on internet.
There are many tools applied to compare the websites of IRX with its
competitors.

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Table of Contents
S.No Chapter No. Contents Page No.
From - To
1. ………………… Title Page -
2. ………………… Company Certificate -
3. ………………… Faculty Mentor Certificate -
4. ………………… Declaration -
5. ………………… Acknowledgement -
6. ………………… Executive Summary I–III
7. ………………… Table of Contents / List of
Illustrations
V–VI
8. Chapter-1 Introduction to the
Sector/Company
1-11
9. Chapter-2 Review of Literature 12-20
10. Chapter-3 Project Objectives 21-22
11. Chapter-4 Project Methodology Adopted 23-24
12. Chapter-5 Data Analysis & Interpretation /
Description of the Work
Performed
25-52
13. Chapter-6 Findings 53-54
14. Chapter-7 Recommendations 55-56
15. ………………… References 57-58

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List of Illustrations
Figures
S.No Title of the Figure Page No.
1. Housing shortage in India 3
2. Organizational Chart of IRX 8
3. Alexa Rank of Top Sites in India 28
4. Google search result of IRX 29
5. Title Index of IRX 30
6. Index Pages result of IRX 31
7. Backlink Results of IRX 34
8. Keyword used by IRX 35
9. Blogs used by IRX 38
10. Official E-mail send by IRX to customer 40
11. IRX official Facebook Page 42
12. IRX official LinkedIn page 43
13. IRX official Twitter Page 44
14. IRX official YouTube page 45
15. Text Messages used by IRX 47
Tables
S.No Title of the Table Page No.
1. No. of page likes on Facebook 48
2. No. of page likes on LinkedIn 49
3. No. of page likes on Twitter 49
4. No. of page likes on YouTube 50
5. Page Rank of websites 51
6. Bounce Rate of sites 51
7. Backlink of sites 51
8. Top organic keywords used by sites 52
9. Page size and Page speed of sites 52

1
Chapter-1
Introduction to the Sector/Company

2
Chapter 1
___________________________________________________
Introduction to the Sector/Company
___________________________________________________
INDUSTRY OVERVIEW
The real estate sector is one of the most globally recognised sectors. In India, real
estate is the second largest employer after agriculture and is slated to grow at 30 per
cent over the next decade. The Indian real estate market has become one of the most
preferred destinations in the Asia Pacific as overseas funds accounted for more than
50 per cent of all investment activity in India in 2014, compared with just 26 per cent
in 2013.
The real estate sector comprises four sub sectors - housing, retail, hospitality, and
commercial. The growth of this sector is well complemented by the growth of the
corporate environment and the demand for office space as well as urban and semi-
urban accommodations. The construction industry ranks third among the 14 major
sectors in terms of direct, indirect and induced effects in all sectors of the economy.
The Indian real estate sector has traditionally been dominated by a number of small
regional players with relatively low levels of expertise and/or financial resources.
Historically, the sector has not benefited from institutional capital; instead, it has
traditionally tapped high net-worth individuals and other informal sources of
financing, which has led to low levels
of transparency. This scenario underwent a change with in line with the sector’s
growth, and as of today, the real estate industry’s dynamics reflect consumers’
expectations of higher quality with India’s increasing integration with the global
economy. (http://www.ibef.org/industry/real-estate-india.aspx, 2015)
Residential real estate: The real estate sector in India assumed greater prominence
with the liberalisation of the economy, as the consequent increase in business
opportunities and labour migration led to rising demand for commercial and housing
space. At present, the real estate and construction sectors are playing a crucial role in

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the overall development of India’s core infrastructure. The real estate industry’s
growth is linked to developments in the retail, hospitality and entertainment (hotels,
resorts, cinema theatres) industries, economic services (hospitals, schools) and
information technology (IT)-enabled services (like call centres) etc and vice versa.
Residential real estate industry has witnessed stupendous growth in the past few years
owing to the following reasons:
• Continuous growth in population
• Migration towards urban areas
• Ample job opportunities in service sectors
• Growing income levels
• Rise in nuclear families
• Easy availability of finance
Figure 1 : Housing shortage in India

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Commercial real estate: The commercial office space in India has evolved
significantly in the past 10 years due to change in business environment. The growth
of commercial real estate has been driven largely by service sectors, especially IT-
ITeS. Previously commercial properties were concentrated towards CBD (Central
Business District) areas in large cities.
However, with the emergence of IT-ITeS, which had huge office space requirement,
commercial development started moving towards city suburbs. It resulted in multifold
development of city outskirts and suburbs like Gurgaon near New Delhi, Bandra and
Malad in Mumbai, and the Electronic city in Bangalore. In addition, over the last 10
years, locations
such as Bengaluru, Gurgaon, Hyderabad, Chennai, Kolkata and Pune have established
themselves as emerging destinations for commercial development, which are
competing with traditional business destinations such as Mumbai and Delhi. Tax sops
on the profits of IT-ITeS companies also led to stupendous development of IT Parks
and SEZs.
Hospitality sector real estate: India’s hospitality industry has enjoyed robust growth
over the past few years buoyed by a benign economic and political environment.
Increase in domestic, business and leisure travel has benefited hotels in India. Rising
incomes, higher weekend trips and increased access to travel-related information over
the Internet have propelled growth in hospitality. Premium segment hotels are more
prominent in major business destinations in India and are dominant in popular tourist
destinations like Goa, which attracts a lot of foreign clientele. (CRISIL RESEARCH,
2015)

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MARKET SIZE
The Indian real estate market is expected to touch US$ 180 billion by 2020. The
housing sector alone contributes 5-6 per cent to the country's Gross Domestic Product
(GDP).
In the period FY08-20, the market size of this sector is expected to increase at a
Compound Annual Growth Rate (CAGR) of 11.2 per cent. Retail, hospitality and
commercial real estate are also growing significantly, providing the much-needed
infrastructure for India's growing needs.
During the first nine months of 2015, PE funds invested about US$ 2.4 billion in the
real estate sector, across 53 transactions compared US$ 1.3 billion across 57
transactions in the same period last year. Deal sizes have also increased in 2015, and
residential projects both luxury and affordable have attracted a substantial amount of
capital.
Private Equity (PE) funds and Non-Banking Financial Companies (NBFCs) in India
are seen increasingly investing jointly in real estate projects, in order to hedge risk
and undertake bigger transactions. Mumbai is the best city in India for commercial
real estate investment, with returns of 12-19 per cent likely in the next five years,
followed by Bengaluru and Delhi-National Capital Region (NCR). Also, Delhi-NCR
was the biggest office market in India with 110 million sq ft, out of which 88 million
sq ft were occupied. Sectors such as IT and ITeS, retail, consulting and e-commerce
have registered high demand for office space in recent times.
India's office space absorption stood at 35 million sq ft during 20152, which is the
second highest figure in the India's history after 2011, and was driven by corporates
implementing their growth plans. India had the strongest activity in office leasing
space in Asia and accounted for half of Asia’s total office leasing in third quarter of
2015, with Delhi being the most active market3. (http://www.ibef.org/industry/real-
estate-india.aspx, 2015)

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REAL ESTATE (REGULATION AND DEVELOPMENT) ACT, 2016
The Real Estate (Regulation and Development) Act, 2016 is an Act of the Parliament
of India which seeks to protect home-buyers as well as help boost investments in the
real estate industry. The bill was passed by the Rajya Sabha on 10 March 2016 and by
the Lok Sabha on 15 March 2016. The Act came into force from 1 May 2016 with 69
of 92 sections notified.
The Real Estate Act makes it mandatory for all commercial and residential real estate
projects where the land is over 500 square metres, or eight apartments, to register with
the Real Estate Regulatory Authority (RERA) for launching a project, in order to
provide greater transparency in project-marketing and execution. Application for
registration must be either approved or rejected within a period of 30 days from the
date of application by the RERA.
The Act prohibits unaccounted money from being pumped into the sector and as now
70 per cent of the money has to be deposited in bank accounts through cheques. A
major benefit for consumers included in the Act is that builders will have to quote
prices based on carpet area and not super built-up area, while carpet area has been
clearly defined in the Act to include usable spaces like kitchen and toilets.
It will help establish state-level Real Estate Regulatory Authorities (RERAs) to
regulate transactions related to both residential and commercial projects and ensure
their timely completion and handover. Appellate Tribunals will now be required to
adjudicate cases in 60 days as against the earlier provision of 90 days and Regulatory
Authorities to dispose of complaints in 60 days while no time frame was indicated in
earlier Bill.
COMPANY PROFILE
Quikr, a cross category classifieds business, has acquired Indian Realty Exchange
(IRX), a mobile-first aggregator of real estate agents. The investment towards this
acquisition is a strategic move that enables Quikr to strengthen its real estate
marketplace and recently launched vertical, Quikr Homes. This acquisition will allow

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it to dive deeper into the real estate market and increase long-term engagement with
the broker community. Quikr Homes currently connects customers from over 1,000
cities and towns across India. It helps conclude two lakhs plus transactions per month.
IRX is India’s no.1 online classifieds platform. It is a place where real estate agent
can connect with each other and share their inventory. IRX is a free platform. It
doesn’t charge a single rupee to its customer. IRX is a new age mobile aggregator
company. It is founded by Vikram Dhawan and Karan Jindal on 7th
march 2015. IRX
is a working with the vision for real estate agent to meet online and transact offline.
Today IRX have over 1,00,000 listings and have generated over 50,000 replies.
Headquartered in New Delhi, IRX operates from more than 5 cities and is accessed by
more than 50,000 unique users and more than 10,000 brand new customers per month.
IRX have created an online community which is simple and secure. IRX is constantly
innovating so that users can buy and sell in the easiest and most convenient way
possible. IRX recognized that getting a fair price could be a hurdle for our customers,
and it developed a Maximum Selling Price (MSP) calculator to help users estimate a
reasonable price range.
IRX tags agents and brokers with real time projects and locations and also helps users
connect with them to buy and sell property. IRX helps users connect to the agents for
buying and selling property, and updates listings with locations in real time and
features agent reviews, rankings, trust networks and a chat platform for agents to
exchange inventory and requirements with users and other agents.
(http://www.indianrealtyexchange.com/aboutus.php, 2015)
IRX is independently working in New Delhi with 35 team member. IRX is working
hard to connect all real estate agents through online and mobile portal. It will increase
the transparency between the agents. It wants to connect pan India real estate agent in
to the one platform. IRX is the no.1 mobile aggregator for real estate agent. It has
more than 1,000 good feedbacks about its quality services and product.

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COMPANY’S MISSION AND VISION
IRX has established itself as one of the key player in the Indian real estate industry.
Its basic purpose is to provide an app based platform where a real estate agent can
showcase their inventory and get the best deal.
Mission: To be the most preferred brand for the real estate agent in the app based
segment.
Vision: To delight our customer by providing quality app services through continuous
innovation.
ORGANIZATIONAL CHART OF THE COMPANY
Figure 2 : Organizational Chart of IRX

9
BUSINESS MODEL OF THE COMPANY
IRX – Indian Realty Exchange working team has been divided on two sides, Offline
and Online.
Offline: IRX is having an offline marketing team of strength 5 (full time employee)
and 25 (Part time employee). These part time employees are managed by full time
employee. They do a market research and find out a real estate agent. They made a
meeting with them and explain about their company and product. After completing
the meeting, they convince the agent to download the app and post their requirement
and property over that. After downloading the app and posting requirement by the
agent marketing team do visit to the agent again and providing an IRX VERIFIED car
sticker. This sticker reflects that this agent has been verified by IRX.
Online: Online team are divided in to three categories:
1 Digital Marketing
2 Support
3 Technical Team
Digital Marketing: Digital Marketing team are working online to promote the
company. They are working on four domains, SEO, SMO, Content writing and
Graphics Design. In SEO they are targeting to generate more traffic on company
website and make a good page rank over internet. In SMO they are promoting
company over social media platform like Facebook, LinkedIn and Twitter. In Content
writing they are writing an eye catchy content to generate an interest in the real estate
agent mind. In Graphics Design they are making a good graphics that can go viral on
social media. The whole team of digital marketing are working together and
developing a good blog, articles, social media post. Quikr homes has mention that
IRX is more active on social media platform as compare to its patent company Quikr.

10
Support: Support team is working to provide solution to the real estate agent when
they face any issue on app on phone call. They also verifying the agent when they
sign up on app. This kind of activity makes the quality. Support team regularly
connected with agent so that it can reflect a good image. Support team working on
standard working hour only not 24 hr.
Technical team: Technical team are working to develop the application on various
platforms like, Android, IOS and Windows. They also develop IRX website and
managing them.
COMPETITIVE SITUATION
IRX is not the first company who is working on this business strategy. There are two
market leader in this sector PLABRO (www.plabro.com) and BROEX
(www.broex.in).
Plabro is working to build a communication channel for Real Estate Sector. The
product will change the way real estate agent works and bring professionalism in the
community. The company is funded by the top investors in India and US with the
experience of the world famous products. The founders themselves have experience
with working in start-ups and big corporations at key positions. Plabro is founded by
AADITYA JAIN and PANKAJ GARG in 2015. Its headquarter is in Bangalore.
Plabro get funded by two great investors “Binny Bansal” and “Sachin Bansal”.
Oku Tech is redefining the business of real estate in India. A venture founded by IIT
alumni, Oku Tech powers BroEx, the largest and fastest growing brokers' network in
India. Available over Android and iOS platform, BroEx is the largest go-to
application platform for Real Estate Brokers to connect with each other to network

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and collaborate with each other to fulfil their business requirements reliably and
quickly. The team at Oku Tech includes alumni from top institutions including IITs
(Kanpur, Kharagpur, Bombay, Delhi), IIMs, ISB, DCE, etc. It is a bunch of highly
driven individuals determined to transform the way business is done. The extended
team at Okutech includes our investors - Lightspeed Ventures, Pvt. Ltd. and a number
of industry veterans who are part of our team as advisors and angle investors. BroEx
having a unique feature that is “News feed”, “Search properties”, “Auto match alerts”,
and “Broker network”.

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Chapter-2
Review of Literature

13
Chapter 2
___________________________________________________
Review of Literature
___________________________________________________
In order to find out the gaps in research, the literature already available pertaining to
the problem is to be reviewed. This project is all about the promotional strategy
through digital media. All literature review added here are describe about why and
how different types of strategy is important for digital marketing. All reviews are
added here are taken from Websites article and Reports. Their respective sources are
also mention in citation.
1. Social Media Marketing Report
Shih 2015
Shih states in his research that marketing in social networking websites is the most
popular in their niche. There are millions of active users across sites like Facebook
(1700 million), LinkedIn (1000 million) and Twitter (1300 million). These websites
are enabling brands to engage the right people in the right conversation at right time.
Marketing the brands through social media is becoming precise, personal, interesting,
interactive and social. (Shih, 2015)
2. A Report on Social Media Marketing
Borges 2014
Today's buyers want to be engaged differently than in years past and many traditional
marketing tactics simply do not work anymore. Social media marketing is a
revolutionary way to build solid relationships with buyers. Low cost, brand building,
staffing advantages, loyalty and level playing field are key benefits of social
networking sites as a successful marketing media. (Borges, 2014)

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3. Role of Social Media on Digital Marketing
Brinlee 2015
Visitors to social networking sites are significantly more likely than average to visit
jewellery, luxury goods, accessories, consumer electronics and apparel. Heavy social
networking visitors are defined as the top 50% of visitors based on time spent on
social networking sites. People typically enjoy sharing their experiences with these
products, whether it is to talk about their new product. Social networking sites offer
the venue for those conversations to occur. Social media advertising is ideal for
promoting brand recognition, although click-through rates are not so strong. Still,
there is no doubt that advertising via social media sites is an effective way to increase
your overall revenue stream. (Brinlee, 2015)
4. 10 Digital Marketing Trends in 2015 that will Boost your Strategy
Neil Patel 2015
Some content experts moan that there is too much content out there. Content, often
referred to as “king” is so essential to digital marketing that it can’t be dismissed as a
“trend.” While individual publishers may be overextending themselves by publishing
too much, there will always be content. It will always be important. Therefore, there
will always be the need for great content creators, including writers, developers, video
producers, podcasters, and speakers. The need for quality content will spotlight the
importance of professional writers. (Patel, 2015)
5. Why is Content Marketing important for your Business?
Sarah Smith 2015
Most of us research products and services online before making a purchase. People
want good content that helps them make good decisions, but they don’t like being
sold. Consumers are less responsive to traditional advertising and old-school sales
tactics, and this is true for both B2C and B2B customers. 70% of consumers prefer to

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learn about companies through articles instead of advertising. 80% prefer to get
information about a prospective purchase from articles instead of advertising. 70%
say content makes them feel closer to the sponsoring company and 60% say content
helps them make better buying decisions. Publishing fresh articles, and updating your
existing content, will help you maintain a strong showing on search engine results
pages (SERPs) and keep people coming back to your site. Effective content can help
you build customer relationships while avoiding less effective “hard sell”
tactics. (Sarah Smith, 2015)
6. The Role of Content Marketing in your Digital Strategy
GER Hayden 2014
Content must have a clear start, middle and end. Keep it light; if it is boring, the
visitor will be on your competitor’s page in about 10 seconds. Content Marketing
pretty much affects all of the Digital Marketing elements in your integrated digital
strategy whether it is PPC (creating inciting ad text), Email (creating short, light and
informative content), SEO (Google loves relevant content), Social Media or Article
Marketing. (HAYDEN, 2014)
7. How Important Will Content Marketing be
McCoy 2015
It is no secret that Google wants to provide its users with the best quality content
that’s found around the web. In fact, Google finds content marketing important
enough to base algorithm updates around the strategy. Google’s Panda update is
centralized around ensuring that quality content wins on Google. You might think that
you are safe from Panda if you are not creating any content at all, but that’s not
exactly the case. In fact, Panda actually penalizes websites that sit stale. Panda looks
for fresh and quality content; if you aren’t delivering on the freshness factor, don’t
look for any sympathy from Panda. (McCoy, 2015)

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8. Role of Content for Website Traffic
Julia 2015
A great content will generate good web traffic over internet. It will also give a lot to
the company like, “Establishes Your Brand”, “Boosts Your Website Rankings”,
“Conquers Link Building”, “Drives Social Engagement”, “Makes You a Thought
Leader”, “Keeps You on Top of Industry Trends”. (Julia, 2015)
9. The Importance of SEO in Internet Marketing
Irina Kalonatchi 2016
SEO is one of the most popular buzz words in Internet marketing. Well known search
engines such as Google rank websites according to complex algorithms which are
designed to determine which websites are most relevant for particular search terms.
Therefore, taking the time and effort to optimize your website for relevant search
terms may result in you being rewarded with high search engine rankings for these
terms. This is important because most Internet users rely heavily on these rankings. It
is not uncommon for Internet users to only review the first few results when they
search for a particular term. This means if your website ranks high enough to appear
on the first page of the search results you will likely enjoy increased website
traffic. The algorithms used by search engines can be rather complex and include a
number of different factors. Some of the common factors in the equation
include keyword density, META tags, Titles, Inbound links, Website traffic and
Content. (Kalonatchi, 2016)

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10. What is Search Engine Optimization and why is it important
Alex Chris 2013
Search engine optimization is essential because:
 The majority of search engines users are more likely to choose one of the top 5
suggestions in the results page.
 SEO is not only about search engines but good SEO practices improve the
user experience and usability of a web site.
 SEO is also important for the smooth running of a big web site.
 SEO can put you ahead of the competition. If two web sites are selling the
same thing, the search engine optimized web site is more likely to have more
customers and make more sales.
SEO is not a static process but rather a framework with rules and processes. SEO can
be broken down into 2 main stages:
On-site SEO: What rules to apply on your site to make it search engine friendly and
Off-site SEO: How to promote your web site or blog so that it can rank better in
search results? (Chris, 2013)
11. Brand mention and its importance to SEO
Jomer Gregorio
There could be a hundred different reasons why Google is giving importance to brand
mentions and citations. The point to understand from all this however is this – if it’s
important for Google, then it’s important for SEO. Here are some of the possibilities:
 It Provides a Better Measurement for Brand Authority
 It Provides Better Protection Against Manipulation

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 It Can Be Used to Leverage Social Signals for SEO
 It is Already Important for Local SEO (Gregorio, 2014)
12. Social Media’s Role in your Digital Strategy
Klint Rudolph
Klint Rudolph had written in his article that Social media today is the ultimate word-
of-mouth marketing. “word of mouth” has always been considered one of the most
powerful forms of marketing for a business.
Social media’s role in your overall digital strategy comes down to four main things:
1) Building a fan base: To cultivate a successful social media presence, everything you
share needs to have some value to those you are trying to engage with. Businesses
with successful social media accounts have one thing in common: they offer a steady
stream of interesting content to information-starved followers. To stay top-of-mind,
posts should be made on a regular basis and sent evenly throughout the week. When
done correctly, Social Marketing helps businesses find interesting content that their
customers will want to share with their friends. Once you are able to curate interesting
content that your followers engage with, the road map for your own content creation
becomes clear and the idea of social link building can begin.
2) Reputation monitoring: Reputation monitoring is not a new concept but in social
media marketing its new. It shows businesses what all of these customers are saying
and helps them improve their visibility in local searches. Some of the top things you
should be monitoring for your company’s online reputation. (1) Data accuracy,
Customer response and comment.
3) Conducting customer service: Successful customer service is about two-way
communication. By engaging in conversations on social media, your customers won’t
feel the frustration of automated phone systems or emails that seem to disappear into
the abyss. More than 51% of Facebook users and 81% of Twitter users expect a
response to an online complaint or question within one day.
4) Generating leads: social media marketing is the ability to find relevant leads based
on searches for keywords and phrases. It can build your brand, strengthen your

19
presence on search engines, deliver real-time insights to your business and provide
leads and a measurable ROI. (Rudolph, 2014)
13. The Top 10 Benefits of Social Media Marketing
Jayson DeMers
Social media marketing is the “next big thing,” a temporary yet powerful fad that
must be taken advantage of while it’s still in the spotlight. According to Hub spot,
92% of marketers in 2014 claimed that social media marketing was important for their
business, with 80% indicating their efforts increased traffic to their websites. And
according to Social Media Examiner, 97% of marketers are currently participating in
social media, but 85% of participants aren’t sure what social media tools are the best
to use. Here’s a look at just some of the ways social media marketing can improve
your business:
1. Increased Brand Recognition
2. Improved Brand Loyalty
3. More Opportunity to Convert
4. Higher Conversion Rates
5. Higher Brand Authority
6. Increased Inbound Traffic
7. Decreased Marketing Costs
8. Better Search Engine Ranking
9. Richer Customer Experience
10. Improved Customer Insights
(DeMers, 2014)
14. 10 Laws of Social Media Marketing
Susan Gunelius
Susan Gunelius has been argues that power of content and social media marketing can
help elevate your audience and customer base in a dramatic way. She had written in
her article that 10 laws you should follow on social media marketing.
1. The Law of Listening
2. The Law of Focus
3. The Law of Quality

20
4. The Law of Patience
5. The Law of Compounding
6. The Law of Influence
7. The Law of Value
8. The Law of Acknowledgment
9. The Law of Accessibility
10. The Law of Reciprocity
Success with social media and content marketing requires more listening and less
talking. It’s better to have 1,000 online connections who read, share and talk about
your content with their own audiences than 10,000 connections who disappear after
connecting with you the first time. Social media and content marketing success
doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far
more likely that you’ll need to commit to the long haul to achieve results. Focus less
on conversions and more on creating amazing content and developing relationships
with online influencers. (Gunelius, 2014)

21
Chapter-3
Project Objectives

22
Chapter 3
___________________________________________________
Project Objectives
___________________________________________________
The main objective of the project is:
To study various promotional strategies in Digital Marketing
Suggest the effective Digital Marketing practices to IRX using analysis
To study the competitors Digital Marketing practices and analyse best
practices

23
Chapter-4
Project Methodology Adopted

24
Chapter 4
___________________________________________________
Project Methodology Adopted
___________________________________________________
It was difficult to find out the digital marketing promotional strategies through
primary research and also if it will conduct it won’t give the right result. Because this
research is fully based on online marketing strategies and internet is the best part to
find out the solution. Secondary research has been conducted to complete this project.
To find out the different strategies, practices and competitive analysis, various online
articles, websites journal, industry report, online tools have been used. To understand
deeply about the competitor’s practices, their official websites have been used.
Research Design: This project is fully based on secondary research. This research is
exploratory as well as causal research. Online comparison tools, official websites, and
industry reports have been used to complete this project. Various data and other useful
information will be collect by these sources to meet the objective.
Data Collection: To understand the competitor’s best practices, their data will be
downloaded by various useful sites. This data will be genuine and real time data.
Current data and reports will be used for comparison. This data can be collected from
online sources only. There is no other option.

25
Chapter-5
Data Analysis & Interpretation/Description of the Work
Performed

26
Chapter 5
___________________________________________________
Data Analysis & Interpretation/Description of the Work
Performed
___________________________________________________
Digital Marketing broadly categories by 3 terms:
1. SEO (Search Engine Optimization)
2. SMO (Social Media Optimization)
3. Content Marketing
SEO (Search Engine Optimization): Search engine optimization is the process of
affecting the visibility of a website or a web page in a web search engine's unpaid
results — often referred to as "natural," "organic," or "earned" results. SEO may
target different kinds of search, including image search, local search, video
search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what
people search for, the actual search terms or keywords typed into search engines and
which search engines are preferred by their targeted audience. Promoting a site to
increase the number of backlinks, or inbound links, is another SEO tactic.
SMO (Social Media Optimization): Social media optimization (SMO) is the use of a
number of social media outlets and communities to generate publicity to increase the
awareness of a product, brand or event. Types of social media involved include RSS
feeds, social news and bookmarking sites, as well as social networking sites, such as
Facebook, LinkedIn, Twitter, and video and blogging sites. SMO is similar to search
engine optimization in that the goal is to generate traffic and awareness for a website.
In general, social media optimization refers to optimizing a website and its content in
terms of sharing across social media and networking sites. The idea is to strategically
create interesting content that encourages and entices people to engage with a website.
Common examples of social media engagement are liking and commenting on posts,

27
retweeting, embedding, sharing, and promoting content. Social media optimization is
also an effective way of implementing online reputation management (ORM).
Content Marketing: Content marketing is a marketing technique of creating and
distributing valuable, relevant and consistent content to attract and acquire a clearly
defined audience with the objective of driving profitable customer action.
Promotional strategies in Digital Marketing
Digital marketing is an umbrella term for the marketing of products or services using
digital technologies, mainly on the internet, but also including mobile phones, display
advertising, and any other digital medium. The way in which digital marketing has
developed since the 1990s and 2000s has changed the way brands and businesses
utilize technology and digital marketing for their marketing. Digital marketing
campaigns are becoming more prevalent, as digital platforms are increasingly
incorporated into marketing plans, and as people use digital devices instead of going
to physical shops.
Digital Marketing activities are:
1. Search Engine Marketing
2. Content Marketing
3. E-mail Direct Marketing
4. Social Media Marketing
5. SMS Marketing
The above mention all are the best promotional strategies in digital marketing.
By using these all strategies a company can differentiate itself at best position.

28
Search Engine Marketing: Search engine marketing is a form of Internet
marketing that involves the promotion of websites by increasing their visibility in
search engine results pages (SERPs). SEM may incorporate search engine
optimization (SEO), which adjusts or rewrites website content and site architecture to
achieve a higher ranking in search engine results pages.
Search engines are used in India are: Google(www.google.com, www.google.co.in),
Bing(www.bing.com), Yahoo(in.yahoo.com). As per Alexa rank google and bing are
on top. But we all know that google is the search engine of all time. More than 90% of
user use google for any search. Google is like a house hold name in internet user’s
mouth. In India Google is not only use to search an item over the internet but to check
the internet connectivity. Google is more famous because of the mouth marketing. As
a beginner level to the expert their first choice is Google than any other search engine.
Google is not having only search facility but more than that. Now google is providing
cloud storage of 2GB data free. These are the value proposition makes google on
Rank 1 in India as well as Global. Below are the Alexa screenshot which shows the
rank of google, yahoo and bing in India.
Source: http://www.alexa.com/topsites/countries;1/IN
Figure 3 : Alexa Rank of Top Sites in India

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Alexa.com provides the Rank of search engine rank in India. It clearly shows that
google at no.1 while yahoo on no.6 and bing on no.37.
Now coming to the search engine marketing part all company majorly focus on
google. They struggle to become first on position on google result page while a user
search about the particular company or related to that term.
Below screenshot shows that by searching “IRX” on google, it shows result of IRX at
first. 1st result is IRX official website, 2nd and 3rd is the backlink of IRX and 4th is
play store link where a user can download IRX official APP.
Source:
https://www.google.co.in/search?q=irx&oq=irx&aqs=chrome..69i57j0j69i60j69i61l2j0.1791j0j7&sourceid=c
hrome&ie=UTF-8
Figure 4 : Google search result of IRX

30
As above screenshot shows the result of IRX while search on google. Bringing
Keyword IRX on top of the search result is a part of SEO activities. SEO is called as
Search Engine Optimization.
There are many activities comes under SEO.
1. Title - Indexing
2. Backlink ( Bookmarking, Press Release, Third Party Blogs, Directories)
3. Keywords
4. Tagging
Title – Indexing: Every website is having a title. When a user search on google by
the title keyword then the first result will appear will be the particular website.
Title indexing is very important in search engine optimization. It brings the site on top
of the result page.
Source: view-source:http://www.indianrealtyexchange.com/
Figure 5 : Title Index of IRX
The above picture shows the source file of the (www.indianrealtyexchange.com) IRX
site. Here it shows that in html source file IRX – Indian realty Exchange is already
written. Show that when a user searches IRX on google then google easily identify
this website and shows it on at first.

31
Source: https://www.semrush.com/info/indianrealtyexchange.com+(backlinks_pages)
Figure 6 : Index Pages result of IRX
The above image shows that there is only one webpage is available which is having
“IRX – Indian Realty Exchange” as an index. The above screenshot captured by the
online tool. Link is given in source.
But other websites those who are having information of IRX they were having other
Title – Indexing. To bring those on top on result page Crawling and Indexing have
been used.
Crawling and Indexing are a part of Google Algorithms. Google apply this algorithm
to give a user the best result when he will search for anything.
How Crawling and Indexing works?
Google use software known as “web crawlers” to discover publicly
available webpages. The most well-known crawler is called “Googlebot.”
Crawlers look at webpages and follow links on those pages, much like you
would if you were browsing content on the web. They go from link to link
and bring data about those webpages back to Google’s servers. The crawl
process begins with a list of web addresses from past crawls and sitemaps
provided by website owners. Crawlers visit these websites; they look for
links for other pages to visit. The software pays special attention to new
sites, changes to existing sites and dead links. Computer programs
determine which sites to crawl, how often, and how many pages to fetch
from each site. Google doesn't accept payment to crawl a site more
frequently for our web search results.

32
The web is like an ever-growing public library with billions of
books and no central filing system. Google essentially gathers the pages
during the crawl process and then creates an index, so Google know
exactly how to look things up. Much like the index in the back of a book,
the Google index includes information about words and their locations.
When a user searches at the most basic level, Google algorithms look up
your search terms in the index to find the appropriate pages. The search
process gets much more complex from there. (Published by Google)
Backlink: A backlink for a given web resource is a link from some other website to
that web resource. A web resource may be a website, web page, or web directory. A
backlink is a reference comparable to a citation. The quantity and sources of backlinks
for a web page are among the factors that Google's PageRank algorithm evaluates in
order to estimate how important the page is. The PageRank score is, in turn, one of
the variables that Google Search uses to determine how high a web page should go in
search results. This weighting of backlinks is analogous to citation analysis of books,
scholarly papers, and academic journals.
Backlink are also called as: Incoming link, Inbound link, Inlink, Inward link
Backlink” is one of the most used words in the world of search engine optimization.
Backlinks are incoming links to a webpage. When a web page links to any other page,
it’s called a backlink. In the past, backlinks were the major metric for the ranking of a
web page. A page with a lot of backlinks tends to rank higher with all major search
engines, including Google. It is important to have backlinks from quality sites, and the
backlinks should be contextual. If, for example, For a Real Estate sites, creating links
from other niche sites, these will be of no use. Goal should be getting links from
authoritative and relevant sites.
For Real estate related best backlink sites are:
1. www.stumbleupon.com
2. www.pinterest.com
3. www.resaas.com
4. www.valuecom.com
5. www.forbes.com
6. www.realestateabc.com

33
7. Redfin Forum
8. www.realtrends.com
9. www.abcrealestatedirectory.com
10. www.tumblr.com
11. www.activerain.com
12. www.digg.com
13. www.delicious.com
14. www.newswine.com
15. www.folkd.com
Below image shows the backlink of IRX websites:
Source: https://www.semrush.com/info/indianrealtyexchange.com+(backlinks)
Figure 7 : Backlink Results of IRX

34
As we can see that there are total 329 backlinks are available for the IRX websites. In
the list top backlinks are present which is having higher Page Score i.e, 7. Based on
the page score these backlink present on 1st
. Extracting all backlink information is not
possible because it was charge premium subscription for that account.
When a user open a link of IRX through any of these backlink then it will increase the
IRX official websites traffic. The user will be redirected to the IRX official site. This
technique is very useful and best ROI strategy. Not every user is well known about
your company websites. But by getting information of your websites by this link will
make this user as a customer for your company.
There are many types of generating backlinks likes, social bookmarking, Press
release, Third Party Blogs and Directories. The above images that shows the backlink
information is having these all categories.
Keywords: SEO keywords are the key words and phrases in web content that make it
possible for people to find site via search engines. A website that is well optimized for
search engines "speaks the same language" as its potential visitor base with keywords
for SEO that help connect searchers to site. Keywords are one of the main elements of
SEO basics. A company need to know how people are looking for the products,
services or information that they offer, in order to make it easy for them to find
otherwise, they'll land on one of the many other pages in the Google results.
Implementing keyword SEO will help site rank above the competitors. This is why
developing a list of keywords is one of the first and most important steps in any
search engine optimization initiative. Keywords are intended to act as shortcuts that
sum up an entire page. Keywords form part of a Web page’s metadata and help search
engines match a page to with an appropriate search query.
Keywords are collection of words that a user type on Google to search a particular
items or sites. A company should do a well research on internet to find-out the best
suitable keyword and similar keyword for their sites. After that they should

35
implement these keywords in their sites. To implement this keyword in website a site
must have well information about the keyword. Writing a blog, writing an article
related to that keyword is best method. Google also provides some keywords related
to the site. There are many tools available on the internet that tells about how a user is
searching your sites. This tool gives a strategy to the company to catch that keyword
and focus on that.
The below picture shows the Keyword used to search for IRX websites.
Source: https://www.semrush.com/in/info/indianrealtyexchange.com+(by+organic)
Figure 8 : Keyword used by IRX
The above data shows that there are only two keywords present over the internet used
by a user, INDIAN REALTY and INDIA REALTY. Traffic generated by “INDIAN
REALTY” is 87.50% while 12.50% by “INDIA REALTY”. CPC is also present
there. For “INDIAN REALTY” it is 1.13$ and 0.34$ for “INDIA REALTY”.
Tagging: Tagging is related to Keywords. If a company is publishing an article,
writing a blog, or implementing any content, then they can use the related keyword

36
with that article. For writing such blogs or article many tools available over the
internet. The best tool is “Word press”. If an article tagged by some useful and related
keyword then it will increase the presence of the site. That keyword will have more
density related to that post. More no. of times using the same keyword with different
blogs or article will give more value of the websites. If a user will type that keyword
on search engine then that published article will be comes under the result tab.
Example: For real estate article, these are the tagging keyword can be used.
1. Property
2. Property Management
3. House
4. Real estate Market
5. Housing
6. Real estate business
7. Broker
8. Realtor
9. Realty
Content Marketing: Content marketing is any marketing that involves the
creation and sharing of media and publishing content in order to acquire and retain
customers. Content marketing is also defined as a strategic marketing approach
focused on creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience and, ultimately, to drive profitable
customer action. Content marketing can further be characterized as a step from earned
to owned media. This means that by establishing own brand channels, brands
increasingly act like media companies and fulfil corresponding functions like
entertainment, information and social interaction. Ultimately, brands can become their
own communication-medium and thereby replace paid-media channels. The type of
content businesses share is closely related to what they sell. However, the content's
main focus is on the needs of the prospect. This information is consistently delivered
and can be presented in a variety of formats, including news, video, white papers, e-
books, info graphics, email newsletters, case studies, podcasts, how-to guides,
question and answer articles, photos, blogs etc.

37
Content is king. Every user connects only by seeing visual or content. It gives a 1
Minute thought in user mind to open this link, if and only if that content is
Eye-catchy. One line comments is enough to create awareness in user mind.
A good marketing strategy says:
1. Shareable content drives create awareness for the brand. If content engages readers
they will share it via their social accounts, email or word-of-mouth as a
recommendation.
2. Content drives results from SEO. Content became, and still is, king since websites are
content and being found relies on content.
3. Content drives purchases. We base our decisions on online content when shopping
online or researching for offline purchases.
4. Content drives purchases. Content marketing strategy is much broader than your site
though, and includes content on social networks, online publishers, comparison sites,
blogs and many other types of site which help engagement and influence sales. Buyer
behaviour has changed; now they want to reference wider opinion from others like us
about products and services, whether rating sites, blogs or social networks. Buyers dig
out content to help their decision making.
Blogs writing also comes under content marketing. Many company write blogs related
to their business field to create awareness in user minds. This blogs are related to what
happens in past or industry trends. Useful blogs convert users in to customer.

38
Below image shows the blogs of IRX.
Source: http://www.indianrealtyexchange.com/blog/
Figure 9 : Blogs used by IRX
In the above image it clearly identify that it has article about “Retirement Homes: A
Concept that is fast gaining popularity”. This type of one line subject line will create
awareness in old age people. When they will click over the title of the blogs, a new
window will open. This will increase the traffic of the websites.
Google has a content algorithm called, Google Panda and Penguin.
Many sites owner puts some links for their websites. Most of the time they puts their
site link to some other non-useful sites just to get traffic. Most of the time they just
wrote something different and after clicking over that, it redirect to somewhere else.
A user will never understand these things. At ends he goes somewhere else. But this is

39
how it will impact the Google. A user has trust on google. He knows that google gives
always relevant information.
Google identify these things and created Panda and Penguin just to penalize those
sites and decrease the site ranking.
Penguin: Some of the time when a user click on some links they redirected to the
other sites or non-relevant sites. Penguin is designed to penalize those who cheat buy
purchasing links from ‘link farms’ or ‘link exchanges’ back to their website.
Panda: Some of the time user faces non-relevant pop-ups and ads on the sites. It was
terrible and a user just wanted to leave that sites. Panda updates are focused on
penalizing the ranking of sites with a poor user experience and improves the ranking
of sites with a positive user experience.
E-Mail Direct Marketing: Email marketing is directly marketing a commercial
message to a group of people using email. In its broadest sense, every email sent to a
potential or current customer could be considered email marketing. It usually involves
using email to send ads, request business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness. Email marketing can be done to either sold
lists or a current customer database. Broadly, the term is usually used to refer to
sending email messages with the purpose of enhancing the relationship of a merchant
with its current or previous customers, to encourage customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase
something immediately, and adding advertisements to email messages sent by other
companies to their customers.
Generally e-mail marketing is of two types: Transactional emails, Direct emails.
Transactional e-mails: Transactional emails are usually sending based on a
customer’s action with a company. Transactional messages include dropped basket
messages, password reset emails, purchase or order confirmation emails, order status

40
emails, reorder emails and email receipts. The primary purpose of a transactional
email is to convey information regarding the action that triggered it. Transactional
email is having high open rates as compare to newsletter. Because a user will
definitely open that mail because subject line includes what he has done just a
moment before.
Direct E-mail: Direct email or interruption based marketing involves sending an
email solely to communicate a promotional message or newsletter. Companies usually
collect a list of customer or prospect email addresses to send direct promotional
messages to, or they can also rent a list of email addresses from service companies.
This email does not impact too much as compare to transactional email. Open rates
are lower than as compare to transactional e-mail.
Below image shows the transactional e-mail of IRX
Source: https://mail.google.com/mail/u/1/#search/irx/15553a4a56229864
Figure 10 : Official E-mail send by IRX to customer

41
The above image shows the transactional e-mail send by the company IRX. In this e-
mail IRX is informing their user that thank you for using our company app. In this
mail they have given a nice subject line “Welcome to the largest verified real estate
professional’s community in India”. By reading the subject line it will create
awareness in the user’s mind that this e-mail is about the verified real estate
professionals. Then definitely he will open the mail. There are more chances that he
will visit the link that is given below. These links are for social media links.
Social Media Marketing: Social Media Marketing describes “an
interdisciplinary and cross-functional concept that uses social media to achieve
organizational goals. Companies address several stakeholders through social media
marketing including potential customers, employees, journalists, bloggers and the
general public. On a strategic level, social media marketing includes the management
of the implementation, governance, scope and the establishment of a firm’s desired
social media culture. This requires marketers to incorporate user-generated content
into their strategic approach.
There are many social media platform available on internet. Some of them are very
large scale as global level while some of them are only particular geographical level.
As a user perspective social media is just a fun. To connect with friends and
entertainment that’s it. But it is a strategy of a company to target that audience from
social media platform and convert them in to customer. Social media platform is
having a large no of people. Social media is a trend, now each and every information
is available over the internet. In India people use lots of social media platform. But
some of them are useful only. In India famous social media platforms are
“FACEBOOK”. LINKEDIN”, “TWITTER”, “YOUTUBE”.
This platform is useful to do marketing.
Facebook is having all types of user in India. Doing a business over Facebook is a
smart choice. This time almost every organization is having an official account on

42
Facebook. Facebook started paid marketing from last two years. For paid marketing
there is a daily budget that a user has to fix over that. Then they have to target the
right audience by selecting the nature of audience. When a company post some news
or information over their page it will visible to the right audience.
IRX is having own official Facebook page. Screen shot is available below.
Source: https://web.facebook.com/indianrealtyexchange/?fref=ts
Figure 11 : IRX official Facebook Page
Above screenshot shows the official Facebook page of IRX with title “IRX – Indian
Realty Exchange”. The total no. of pages likes is 2995. There is lots of option

43
available on button “More”. By using “More” button a company can use more than
just pasting content.
LinkedIn: LinkedIn is also another form of social media platform. LinkedIn is
covered by professional people. It is totally different as compare to Facebook. But just
like Facebook a company can promote their business information over that. But
LinkedIn is having some restriction that they cannot share irrelevant information. If a
company page is about Real Estate and the page is having information about
Bollywood, or Hollywood, then LinkedIn will give warning to the page owner to use
relevant information. LinkedIn is having strict rule. If a person is having more than 2
accounts then they will receive information that they are violating LinkedIn terms and
services.
Source:
https://www.linkedin.com/company/3994369?trk=tyah&trkInfo=clickedVertical%3Acom
pany%2CclickedEntityId%3A3994369%2Cidx%3A3-1-
6%2CtarId%3A1466928207949%2Ctas%3Airx
Figure 12 : IRX official LinkedIn pag

44
The above screen shot shows the official LinkedIn page of IRX. On the right side it is
showing no of follower. In Recent Updated section recent posts are present. These are
the good strategy to showcase the company on internet.
Twitter is also a kind of social media platform. It is the largest blogging platform in
the world. Twitter is having a large scale of audience.
Source: https://twitter.com/IRX_Connect
Figure 13 : IRX official Twitter Page
Like other social media platform IRX is having its official twitter page. Image
showing there are 1953 tweets are posted by IRX. IRX is following 48 pages while
269 are following IRX page.

45
There is video sharing platform is also available over the internet. YouTube is one of
them. YouTube is famous globally. YouTube engage its audience by just providing
the right kind of information. YouTube provides two types of pages. One is free pages
with limited access while paid pages with a wider facility. Companies use YouTube
as an information sharing platform. They provide product knowledge, product
information over YouTube as a video format.
Source: https://www.youtube.com/channel/UCqyZsQSDufNAT8NiFqdOIzQ
Figure 14 : IRX official YouTube page
Above image shows the official YouTube page of IRX. The video mention here are
belongs to how to use IRX App. IRX is proving an information like, How to
download App, How to post property, How to add other Realtor, How to add someone
in private group, How to do chat. So this is a great strategy to engage audience.
SMS Marketing: SMS Marketing is also called as Direct Text Marketing. This
includes using a medium which involves text messaging over a mobile device and can
be done from a mobile phone or in bulk using an SMS Aggregator and distributor
online. Some businesses provide the entire service including creating the messages
and sending them via an aggregator on behalf of a business.

46
Companies and businesses can benefit from using this form of modern marketing by
sending either promotional content, reminders or discount coupons via text format
directly to individuals via their personal mobile phones or WhatsApp. Since mobile
phones or WhatsApp are very personal technologies, you'd think text spamming is
usually out of the question. Services of sending promotional or coupon discounts are
usually an opt-in service, which means a business cannot send any content to an
individual's mobile device unless requested by the individual who owns the mobile
device. 82% of Indian adults own a cell phone, Blackberry, iPhone or other device
that is also a cell phone.
Strategy behind SMS Marketing:
1) Fill the gaps: This is user engagement strategy. A company regularly send a message
to the customer related to the new changes in the company or just an update to the
customer.
2) Lead Generation: SMS Marketing is also used as a lead generation purpose. If a user
read the message and buy a product of the company then he will become the customer
of the company.
3) Customer service: After sales Services Company used to send a service related
information to the customer. This strategy makes the user engage to the company.
4) Organising events: If a company is going to organize some events then by sms
marketing they can send information to the customer. There are many customers who
doesn’t use internet on regular basis. So sms marketing is best for that type of
customer.

47
Below screenshot shows the SMS used by IRX for promotion.
Figure 15: Text Messages used by IRX
In the above picture we can see that IRX is using different types of text messaging. In
each message there is different peach. Each message shows different action.

48
Competitive Analysis
As discussed above there are two competitors of IRX i.e, “Broex” and “Plabro”.
To understand the different promotional strategies of competitors and analyse the best
practices some tools have been used. These tools are web based free tools. As
mentioned above there are mainly two digital marketing strategies are important that i
have learned so far in my internship period. So here I will mainly compare these two
things with competitors.
Social Media comparisons:
Facebook – Page likes/Subscriber
Company No. of Page Likes/Subscriber
IRX 3,046
BROEX 11,275
PLABRO 7,707
Source: https://web.facebook.com/indianrealtyexchange/?fref=ts,
https://web.facebook.com/BroExApp/?fref=ts
https://web.facebook.com/platformforbrokers/?fref=ts
Table 1: No. of page likes on Facebook
In the above table it can be analyse that, BROEX is having more followers (11,275)
on Facebook as compare to IRX and PLABRO. IRX is on last position with number
(3,046). The more no. of followers reflects more engagement as well as more reaches
to viewers for a post.

49
LinkedIn – Page likes/Subscriber
IRX 273
BROEX 4
PLABRO 362
Source:
https://www.linkedin.com/company/13189328?trk=tyah&trkInfo=clickedVertical%3Ashowcase%2CclickedEntityId%3
A13189328%2Cidx%3A2-1-2%2CtarId%3A1467918928267%2Ctas%3Abroex,
https://www.linkedin.com/company/3994369?trk=tyah&trkInfo=clickedVertical%3Acompany%2CentityType%3Aentit
yHistoryName%2CclickedEntityId%3Acompany_3994369%2Cidx%3A1,
https://www.linkedin.com/company/9473950?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3
A9473950%2Cidx%3A2-1-2%2CtarId%3A1467918972790%2Ctas%3Aplabro
Table 2: No. of page likes on LinkedIn
The above table shows the data of LinkedIn page likes of all three companies. Broex
is on bottom. This data clearly shows that the broex is not active on linkedIn.
Twitter – Page likes/Subscriber
IRX 272
BROEX 147
PLABRO 48
Source: https://twitter.com/PlaBro_, https://twitter.com/BroExApp, https://twitter.com/IRX_Connect
Twitter data shows that IRX is more active. Plabro is no more active.
Table 3: No. of page likes on Twitter

50
YouTube – Page likes/Subscriber
IRX 19
BROEX 21
PLABRO 19
Source: https://www.youtube.com/channel/UCqyZsQSDufNAT8NiFqdOIzQ,
https://www.youtube.com/channel/UCxphsaeQywv9uxxp5NTVNxg,
https://www.youtube.com/channel/UCA3zc2I8Ts5Lgyv2q4TUH2g
Table 4: No. of page likes on YouTube
On YouTube no one is more active. The no. of followers is clearly reflects that they
are having less content on YouTube.
The above all analysis is a competitive analysis of IRX, BROEX and PLABRO. The above
data shows that how much a company is active on social media platform. More active on
social media will give more ROI for a company. But it was clear that all companies are more
active on Facebook. As compare to youtube and twitter they are very less active on these
platforms. So, It can be analysed that facebook is a right platform for these companies. They
are targeting facebook as a promotional channel. Facebook is a platform which is having all
types of viewers. So for finding and suggesting the best social media platform for IRX,
facebook is best platform.
Search Engine comparison:
As compare to which company is more active on search engine marketing and what
are the practices a company is using, online tools has been used.
There are many search engine marketing activity presents on internet. Best part of this
has been discussed above. The best search engine marketing activity will analyse
here, and best practices will be suggested to IRX.

51
Official Websites Rank:
Company Global Rank Rank in India
IRX 1,739,647 203,455
BROEX 580,685 43,179
PLABRO 1,516,276 143,099
Source: www.Alexa.com
Table 5: Page Rank of websites
The above data shows the global as well as India rank of websites. IRX is having the
poor rank as compare to its competitors. BroEx is on top in global as well as in India.
Bounce Rate:
Company Bounce Rate Time on site(In minuts)
IRX 58.60% 2:56 mnts
BROEX 57.40% 2:29 mnts
PLABRO 53.30% 1:03 mnts
Source: www.Alexa.com
Table 6: Bounce Rate of sites
Above table shows the bounce rate of site. Here IRX bounce rate is good. The average
user time on website is 2 minutes and 56 seconds. As compare to other sites IRX is
having a good user engagement. A viewer is spending around 3 minutes of their time
when he is visiting IRX sites.
Backlink:
Company Backlinks
IRX 358
BROEX 7
PLABRO 17
Source: www.semrush.com
Table 7: Backlink of sites

52
The above table shows the backlink generated by the company. IRX is on top with
358 backlink while broex and plabro both are having very poor count. The more no.
of backlink generated by company means more promotion of the websites.
Top Organic Keywords:
No. of
Keywords
IRX BROEX PLABRO
1. Indian Realty Real estate agents
network
Real estate agents
2. India Realty Property dealers in
Gurgaon
3. Real estate dealers
4. Real estate agents India
5. Real estate brokerage
firm
Source: www.semrush.com
Table 8: Top organic keywords used by sites
The above table shows the organic keywords used by a user to search a particular site.
Plabro is having 5 organic keywords while IRX is having only 2.
Page size and Page Speed:
Company
Name
Page Size Page Speed
IRX 842 KB 3.7 Sec
BROEX 483 KB 3 Sec
PLABRO 1.3 MB 3.9 Sec
Source: website.grader.com
Table 9: Page size and Page speed of sites
The above table shows the strength of page. The size and speed depends on the data
of the sites. The less speed will engage more users. Less page speed will increase the
site traffic.

54
Chapter 6
___________________________________________________
Findings
___________________________________________________
From the above various data it has been find out that:
 IRX is well established platform over the internet. It is having the good
presence over the internet.
 The presence of IRX over the social media is well enough. IRX is active on
almost all Social media platform. It has huge no of followers on social media.
 IRX website ranking is good in global ranking and in India. Since the
company has been founded in 2015 only and in one year it has achieve a good
score over the internet.
 When compare to LinkedIn and YouTube IRX competitors are not so active
on this platform. But LinkedIn and YouTube have a large user database.
 In SEO part the keyword used by user to find out the IRX over google is less
as compare to its competitors. It has only two keyword i.e, Indian Realty and
India Realty.
 Backlink generated by is more than its competitors. This is one of the reasons
that IRX become more popular over the internet.
 Bounce Rate of IRX is not good as compare to its competitors. This may be
the reason of IRX website is not having a good content or eye catchy material.
Because an average user is standing over the site only for 1 and 2 minute. This
count is very less.
 BroEx and Plabro presence over the internet is good as compare to IRX. Their
global rank and India rank is good. This may be the reason that this company
started before the IRX.

56
Chapter 7
___________________________________________________
Recommendation
___________________________________________________
 It has been recommended to IRX that it should focus on this area because in
analysis it has been find out that IRX is weak in this area.
(a) Organic keyword of IRX is very low. For beating the competitors it should
increase its organic keyword. This can be done by doing SEO activity.
(b) Bounce Rate is not good. IRX should implement a good content on its
website to improve the bounce rate. A user should spend more time over
the site so that its bounce rate will be good.
(c) Global Rank and India Rank is low as compare to its competitors. This
rank is low because of the SEO activity. IRX should do good SEO activity
so that its site rank will be increase. Site rank is very important.

57
___________________________________________________
References
___________________________________________________
1. IBEF organization (2015). Real Estate India article retrieved from IBEF
organization Website: http://www.ibef.org/industry/real-estate-india.aspx
2. Corporate Author, (2015), CRISIL RESEARCH Journal Paper, P No. 2-8
3. Indian Realty Exchange (2015). About us retrieved from Indian Realty Exchange
Website: http://www.indianrealtyexchange.com/aboutus.php
4. Shih (2015), Social media marketing report, P No. 30-31
5. Borges (2014), A Report on Social Media Marketing, P No. 35-36
6. Brinlee (2015), Role of Social Media on Digital Marketing
7. Neil Patel (2015, May), 10 Digital Marketing Trends in 2015 that will Boost your
Strategy retrieved from websites:
http://www.forbes.com/sites/neilpatel/2015/03/09/10-digital-marketing-trends-in-
2015-that-will-boost-your-strategy/2/#3c8adfae454e
8. Sarah Smith (2015, May), Why is Content Marketing important for your business?
retrieved from website: http://www.campaignium.com/blog/why-is-content-
marketing-important-for-your-business
9. GER Hayden (2014, June 17), The Role of Content Marketing in your Digital
Strategy retrieved from website: http://www.continuum.ie/blog/blog/2014/06/17/the-
role-of-content-marketing-in-your-digital-strategy

58
10. McCoy (2015, July 17), How Important Will Content Marketing be retrieved from
website: http://www.socialmediatoday.com/content/how-important-will-content-
marketing-be-2015
11. Julia (2015, January 7), Role of Content for Website Traffic retrieved from website:
http://www.socialmediatoday.com/content/how-important-will-content-marketing-be-
2015
12. Irina Kalonatchi (2016, May), The important of SEO in internet marketing retrieved
from website: http://www.bettiblue.com/the-importance-of-seo-in-internet-marketing
13. Alex Chris (2013, April 23), What is Search Engine Optimization and why is it
important retrieved from website: https://www.reliablesoft.net/what-is-search-engine-
optimization-and-why-is-it-important
14. Jomer Gregorio (2014), Brand mention and its importance to SEO retrieved from
website: http://digitalmarketingphilippines.com/brand-mention-and-its-importance-to-
seo
15. Klint Rudolph (2014, April 17), Social Media’s Role in your Digital Strategy
retrieved from website: http://xcitemediagroup.com/social-medias-role-digital-
strategy
16. Jayson DeMers (2014, August 11), The Top 10 Benefits of Social Media Marketing
retrieved from website: http://www.forbes.com/sites/jaysondemers/2014/08/11/the-
top-10-benefits-of-social-media-marketing/#f8652eb2a4d2
17. Susan Gunelius (2014), 10 Laws of Social Media Marketing retrieved from website:
https://www.entrepreneur.com/article/218160

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