The document is a summer internship report submitted by Aditya Pinaki Nayak to Xavier Institute of Management Bhubaneswar. It details Aditya's internship with DigitalMyBiz (P) Ltd in Bangalore from April to June 2014. During the internship, Aditya identified sectors like education, tourism, and healthcare as potential markets for digital marketing services. He analyzed competitors, created pricing plans, and conducted industry research. The goal was to understand client needs and how digital marketing could help different businesses grow.

1. SUMMER INTERNSHIP REPORT
DigitalMyBiz (P) Ltd.
Bangalore region – April 9 – June 8, 2014
Submitted by
Aditya Pinaki Nayak (U113124)
16-Jun-14
XAVIER INSTITUTE OF MANAGEMENT BHUBANESWAR

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CONTENTS
Sl. No. Topic Page No.
1. Digital Marketing – A Brave New World 2
2. About DigitalMyBiz (P) Ltd.
3
3. Digital Marketing In Bangalore 6
4. Approach To Sales 7
5. Inputs In Terms Of Pricing 13
6. Online Survey For Similar Work 13
7. Clientele 14
8. Suggestions 18
9. Conclusion 18
10. Annexures 20

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I. Digital Marketing – A Brave New World
The world of digital media is changing at a phenomenal pace. Its constantly evolving
technologies, and the way people are using them, are transforming, not just how we access our
information, but how we interact and communicate with one another on a global scale.
It is also changing the way we choose and buy our products and services. In the developed
world, internet access is becoming practically ubiquitous which means people are going
online daily to do everything from checking their bank accounts to shopping. Advertising can
be intoxicating. The spin, the story, the message, the call to action, the placement, the
measurement, the refinement – everything. It all adds up to a powerful cocktail that can
ultimately change the world. At its core advertising is all about influencing people –
persuading them to take the action we want whether that is choosing a particular brand of
toothpaste, filling a mailing coupon, picking up the phone or visiting a website. Done well, the
power of advertising can achieve amazing things.
The Technology Behind Digital Marketing
Developments in technology and the evolution of marketing are inextricably intertwined.
Technology has underpinned major milestones in history of marketing since its inception. The
point is that technology has the ability to open up completely new markets, and to radically
shake the existing ones. The mainstream adoption of digital technology – the internet, the
software applications that run on it, and the devices that allow people to connect to both the
network and each other whenever, wherever and however they want to – promises to dwarf all
that has come before it. It heralds the single most disruptive development in the history of
marketing. Whether that disruption represents an opportunity or a threat to business depends
largely on our perspective.
Internet Usage Statistics: India
The latest round of I-Cube, a research conducted by IAMAI and IMRB International in June
2013, indicates that the Internet usage in India has gone up with more and more Internet Users
using the Internet on a regular basis. In June 2013, India had 190 Million Internet Users. Of
this, 130 Million belonged to Urban India and the rest 60 Million were from Rural India. In
October, the number of internet users reached 205 Million and was estimated to reach 213

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Million by December 2013. The number of internet users in urban India is 137 Million in
October 2013 and was estimated to touch 141 Million by December 2013. In Rural India,
there are 68 Million Internet users in October 2013 and will reach 72 Million by December
2013. The number of Internet users in India is expected to rise 18.53 percent in the coming
eight months to reach 24.3 crore by June 2014.
Enough Technology… Let’s Talk About People
One of the key things to remember if one is new to digital marketing, as was the case with me
initially at the start of the summer internship, is this: Digital marketing is not actually about
technology at all; it’s all about people (marketers) connecting with other people (consumers)
to build relationships and ultimately drive sales.
Technology merely affords you, the marketer, new and exciting platforms that allow you to
connect with people in increasingly diverse and relevant ways. Digital marketing is not about
understanding the underlying technology, but rather about understanding people, how they
can use that technology, how you can leverage that to engage with them more effectively. Yes
understanding the tools at my disposal was important during the Summer Internship – but
understanding people was the real key to unlocking the potential of digital marketing.
II. About DigitalMyBiz (P) Ltd. – A brief profile
They are group of IITian’s who dynamically plan and execute ideas to serve cost effective
online marketing which helps business to grow Digitally. Founded in the month of December,
2013 Digitalmybiz provides cost effective and brand building medium for digital marketing
with guarantee of generating business online otherwise assure to Money Back...!!!!. Their
strategies mainly include search engine optimization (SEO), Social Media Marketing (SMM),
Channel Maintenance, Corporate Blogging, Call Center Management and Online Media
Buying. .
137 mn
urban
68 mn
rural
58% YoY growth
of rural internet
users

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SERVICES
With the help of technically strong people and with a sound team co-ordination, our company
works to provide services in the field of Digital Marketing.
SEARCH ENGINE OPTIMIZATION
Be in top 10 ofany search engine will fetch up business
automatically over 60 days SEO Services answer you to be in
top 10 in some keywords and regular updating will always keep
you in Top 10.
CHANNEL MAINTENENCE
"Every business can't depend on Television to promote videos.
Online channels like YouTube are easier and better way to promote
your thoughts & Videos. Our services will make your presence
prominent and dominating on the online video channels".
SOCIAL MEDIAMARKETING
"Man is a social animal and today’s busy life forces him to
depend on social media." SMM is the way to promote your
business which in turn generates highest "ROI" in Top 10.
BLOGGING
Our team will help you send your voice through online and will
support to design and deliver in the best possible way.
ONLINE MEDIA BUYING

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SWOT Analysis of DigitalMyBiz (P) Ltd.
DigitalMyBiz
(P) Ltd.
 Workforce size issmall.
 Don’thave sufficient client
base
 Don’thave office inall cities
 Firstmover
advantage
 Notmany
playershave
ventured
 Highpricingmay be
deterrent
 Competitorsare fast
emerging
 DMB as a
startuphas
the
workforce
qualified
fromIIT.
 The industry
isa
relatively
new one
STRENGTH
WEAKNESS
OPPORTUNITY
THREAT

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III. Digital Marketing in Bangalore
In Bangalore region, since people are a bit aware of digital marketing, in order to win over
them, the offer has to be real stuff and no fake promises or things like just creative stuffs.
Bangalore being an IT hub, a lot many industries have grown around it and hence require
adequate advertisement to stay alive in the competition. Most of the big business houses seem
to have developed their in-house media marketing team. The smaller ones seem not to have
enough budget to go for a new age marketing strategy whose outputs or ROI they are not very
sure to be able to measure.
Objective
My primary objective during these two months was to identify possible sectors where digital
marketing services can be extended and to gauge the level of penetration of a particular player
in availing digital marketing service. My next objective was to isolate those businesses where
a slight hint of using digital marketing could be sensed and to provide them with appropriate
goal-strategy and an insight how to achieve the same, suggesting them the investment that
would be ideal and extending after sales service.
Identifying Market/Sectors For DMB Services
A research firm IMRB International has come up with a data of online searched ads in
Bangalore, and it shows the following trend.
41%
35%
27%
24%
22%
22%
21%
21%
17%
17%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Recruitment
Education & Training
Investment
Banking & Loans
Health & Personal Care
Entertainment & Media
Construction & Infra
Insurance
Tours & Travels
Matrimonial
Informationsearched for after seeing specific
ads

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Source: IMRB International
The climatic condition of Bangalore was suitable for tourism during the months of Summer
(April – June). Therefore one of the possible sectors was identified to be tours & travels.
Since tourists would require a halting place, hospitality sector was a closely associated one.
Bangalore being an IT hub, has lot many emigrants from other states – either to work or to
search jobs. In either case skill up gradation is a very important aspect due to which a lot
many IT training / coaching institutes are flourishing which provide courses in HANA,
HTML, MySQL, PHP, DotNet, ASP, Hadoop, C++, Java, ERP, R. Therefore training and
education industry was also found to be a possible user of digital marketing service. Big
companies have their offices headquartered in Bangalore and many more are coming up. So
construction and infrastructure companies are going to get busy. Also, lot of corporate
presence calls for several seminars, events and activities on media to be organized in frequent
intervals. Therefore, event management & entertainment is another sector that seems to be in
limelight in Bangalore. Health care is of prime importance in any metro city. Hence that
sector was also identified to have some prospects for digital marketing. Some other sectors
that were identified to have some prospects of taking up digital marketing are investment
agencies and institutions offering loans and other financial services.
Competitor Analysis
Sl. No. Name of the competitor Type of service Services offered Pricing
1. Asklaila.com Fully paid up
yearly contract
Site listing,
location services
NA
2. Fomax IT Services
Acquire on a low
budget and
gradually build up
SEO and SEM
mainly NA
3. Foofy’s
Contracted; but
payment as per
service
All services in
digital domain Rs. 4 Lac/yr.
4. Gethehits.com Monthly SEO, Media
buying, Adword
NA
5. JustDial.com
Fully paid up
yearly contract
Location services,
site listing, SEO,
SEM
Rs. 12 Lac/yr.
IV. Approach To Sales
We were required to make a generic pitch presentation [See Annexure 1]which would contain
the details about new age digital marketing concept to convince the client about the
effectiveness of the same and the offerings of the company. This pitch presentation was to be

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modified as per individual client requirements according to the industry they operate in. Also
a pricing plan was made ready in four categories viz. Silver (Rs. 25,000/-), Silver Plus (Rs.
50,000/-), Gold (Rs. 1,00,000/-) and Platinum (Rs. 2,00,000/-) depending upon the extent of
services provided. However, we kept open the option of customizing plans as per client
requirements as well.
First, I was required to analyze a particular industry that I would target. Then I had to make a
background study of the particular player/company to which I would propose the digital
marketing plans. The first interaction happens on phone call in which the client is briefed
about the company and how digital marketing can increase business. If the client seems
interested I asked for appointment and fix a meeting. I used the meetings to understand the
client’s business from his perspective so that we both can work out a suitable plan for him/her
so that the return on advertisement is adequate.
Secondly, I was required to design Ad strategy on the basis of the industry requirements. The
goals of the advertisements were different for different players. For example, a doctor would
never want people to fall sick just to increase his/her business. Therefore, the advertisement
goal in that case was not increasing sales but rather increasing visibility or awareness.
Visibility ensured, they being approached by corporates for tie-ups with their clinics or
hospitals for their employee health benefits. Awareness helps the doctors/hospitals to get
identified in a locality for any health emergency or consulting. Similarly, for a
training/coaching center, lead generation is very vital as much as sales is. Likewise an event
management or media house would like to go for branding by giving some offers, or
associating with some celebrities, etc. Therefore, roughly the advertisement goals can be
categorized into Sales, Branding, Brand Awareness, Brand Promotion, Lead generation
Industry Wise Goals

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1
Sales 100%
0%
20%
40%
60%
80%
100%
120%
Industry: Export
Sales Awareness Leads Branding Promotion
Series1 50% 83% 17% 17% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Industry: PersonalHealth

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Sales Promotion
Series1 33% 100%
0%
20%
40%
60%
80%
100%
120%
Industry: Media & Entertainment
Lead Generation Sales Promotion Awareness
Series1 91% 36% 27% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Industry: Education & Training

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Sales Awareness Promotion
Series1 43% 57% 57%
0%
10%
20%
30%
40%
50%
60%
Industry: Tours & Travels
Sales Awareness Promotion Branding
Series1 45% 36% 82% 73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Industry: Hospitality

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Sales Branding Promotion
Series1 100% 29% 57%
0%
20%
40%
60%
80%
100%
120%
Industry: Accessories& Jewellery
Sales Awareness Promotion
Series1 100% 20% 20%
0%
20%
40%
60%
80%
100%
120%
Industry: Home Decor

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V. Inputs In Terms OfPricing
 The initial pricing plan [See Annexure 2] was prepared without taking into
consideration the perception of digital marketing services by the clients.
 Most of the time the clients were a bit reluctant to avail the aforesaid services although
they seemed to be interested in those because of high pricing.
 A demo plan [See Annexure 3] was suggested to allow the clients to have a glimpse
of digital marketing service and our efficiency in executing the same.
 The demo plan was supposed not to have Search Engine Optimization service as it is
relatively time taking and costly.
 Apart from that all other services like SEM, ad postings, site listings, media buying,
blogging, channel maintenance and SMS/email marketing services were included in
the above demo plan.
 The demo plan was made available at a cost of Rs. 3000/- for 7 days and Rs. 4000/-
for 10 days. The extent of service was decided by the client as to in which segment
he/she would like to focus more.
Lead Sales
Series1 100% 100%
0%
20%
40%
60%
80%
100%
120%
Industry: Loans & Fin. services

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 Sometimes the client did not know what would be the best combination of services for
his/her business. Therefore, a pricing plan as per the budget of the client was designed
[See Annexure 4]. The client was only required to enter the budget he/she was willing
to spend and a macro enabled excel gave the extent of service that would be made
available.
VI. Online Survey For Similar Work
There are several portals where similar works in digital marketing profile are in plenty. I was
supposed to track all such requirements and bid on behalf of my company and take up those
tasks. Some of the portals are elance.com, freelancer.com, odesk.com, etc. I was expected to
make a record of the above requirement, location of their origin, average hourly rates, average
budget of the work, key requirements of the job, duration of the job, and the deadline to be
met for the above task. Also, I was supposed to keep a track of all other bidders and their
profile so that we can also implement those features in our offerings. The entire task sheet is
attached at the last. [See Annexure 5]
VII. Clientele
In these two months, after a rigorous study of the Bangalore market, it was possible for me to
carry the deal forward substantially with three clients viz.
 Kashvi Eye-Care Centre
 Elegant IT Services
 Teacher’s Academy
The kind of research and methodology adopted for each of them is explained in the following
sections.
Client #1 – Kashvi Eye-Care Centre
Party Name: Kashvi Eye Care Centre
Owner Name: Dr. Karnam Naveen
Address: Bangalore
Contact no: 08861679089
Web: kecc.in

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Company
Profile
 Owned by an NRI eye doctor, Mr. Karnam Naveen
 Deals in eye checkup, Lasik advice, eye problems specific to children
 Deals in spectacles, contact lenses, frames and fashion shades
Service Details
Google
Adword
Marketing
Search Engine Marketing Yes
60 Website Hits, 1600 Impressions
Ad Postings Advertisement Postings & Site Listings 7 Nos.
Package Description : Demo Plan
Duration One Week (7 Days commencing 3 days after the payment)
Cost Rs. 3000/-
Service Status
Payment Pending
Service Pending
The above plan was suggested to Kashvi Eye Care Centre on the basis of the budget of the
demo plan and the best service suitable for his business. Apart from these services I also
committed the client to provide him the detailed Google Analytics report at the end of one
week so that he will have an idea as to where his possible customers come from (geographic
details, IP login details, and demographic details).
Client #2 – Elegant IT Services
Company
Profile
 Deals in IT based training and courses like C++, Hadoop, Hana,
Informatica, ERP
 Targets mainly who are working in IT sector or people who are looking
for jobs
Requirement Details
Google
Adword
Marketing
Search Engine Marketing Yes
Ad Postings Advertisement Postings & Site Listings Yes
Backlinks
Enhance backlink manipulation according to its
competitors using software like RankChecker Yes
SEO
Improve page ranking in search engines like Google,
Bing, Yahoo Yes
Party Name: Elegant IT Services
Owner Name: Mr. Rajesh Reddy
Address: Bangalore
Contact no: 09916491876
Web: www.elegantitservices.com

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Package Description : Demo Plan
Duration Ten Days (10 Days commencing 3 days after the payment)
Cost Rs. 4000/-
Service Status
Payment Pending
Service Pending
GeoTargeting
Budget
MaxCPC
Keyword
Segmentation
Avg.MonthlySearches(exact
matchonly)
Competition
Suggestedbid
Searches:Feb2014
Searches:Mar2014
EstimatedClicksperday
EstimatedImpressions
EstimatedCost
EstimatedCTR
EstimatedAverageCPC
EstimatedAveragePosition
Bangalore
170
All
Device 11820 10460 10890 38 2312 170 0.02
4.
47 2.0
Tablet 203 0.3 54.3 1.31 0
5.
42 1.
Desktop 10542 9.3 1211 37.7 0.01
4.
06 2.3
Mobile 1074 29 1047 131 0.03
4.
60 1.7
Bangalor
e 11820
15 38 2312 170 0.02 4. 2.0
Keyword Statistics (suggested for SEM) Demographics
Keyword Google Yahoo Live Total CTR CPC
Age
18-24
Age
25-34
Age
35-45
Courses 12768 1292 608 15200 0.68% $1.79 24% 13% 21%
Information
technology
2558136 258859 121816 3045400 0.28% $2.14
19% 27% 29%
Job 30224880 3058470 1439280 35982000 0.28% $0.42 19% 30% 33%
Software 15977010 1616721 760810 19020250 0.24% $0.15 11% 26% 38%
Training 12721275 1287271 605775 15144375 0.10% $0.69 27% 42% 20%

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47
Job 2400 0.82 16.4 2400 2900 17 708 75.3 0.02
4.
54 1.7
Software 5400 0.49 5.14 4400 4400 7.5 1031 42.8 0.01
5.
69 2.3
Training 1300 0.35 44.8 1000 1300 2.2 247 14.2 0.01
6.
35 2.3
Courses 320 0.49 62.6 260 390 9.9 312 34.1 0.03
3.
44 1.7
Information
Technology 2400 0.14 37.8 2400 1900 1.8 14.7 3.61 0.12
2.
06 1.7
Google Adword Campaign Strategy – Elegant IT Services (Proposed)
Since generating leads is the most important business goal for this kind of industry, I
approached a local mobile recharge center to collect phone numbers of customers out of
which some may be potential leads for this client. This approach is useful for businesses
opting for bulk SMS service as well.
Client #3 – Teacher’s Academy
Company
Profile
 Educational institution providing intermediate, graduation, diploma and
post-graduation courses
 Targets students from both India and abroad.
Proposed Plan
Search
Engine
Marketing
 Ad word impression @ Rs. 25/- per ‘000
impressions.
 Ad word clicks @ Rs. 25/- per click.
 Display Ad impression @ Rs. 25/- per ‘000
impressions. (includes ads showing on
YouTube and other channel partners of
Google)
 Display Ad clicks @ Rs. 25/- per click.
Not Confirmed
Party Name: Teacher’s Academy
Program Manager: Mr. Manoj Kumar Jena
Address: Bangalore
Contact No: 08884426803
Web: www.teachersacademybangalore.com

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(includes ads showing on YouTube and
other channel partners of Google)
Facebook
Marketing
 Website hit @ Rs. 18/- per click.
 Ad impressions @ Rs. 18/- per ‘000
impressions (As per the thumb rule of at least
one hit if the Ad is shown 1000 times. It is
highly recommended as it increases the
visibility and brand awareness and not just
for the sake of getting hits to the website)
Not Confirmed
SMS
Marketing
 Bulk SMS sending platform @ 20p per SMS
for SMSs between 2 Lakh to 5 Lakh in nos.
 Bulk SMS sending platform @ 18p per SMS
for SMSs above 5 Lakh in nos.
 By-passing DnD service will not be available
in any of the above plans as we DO NOT have
the authority to bypass TRAI regulations.
Not Confirmed
The above client is currently availing bulk SMS service from Gupshup at a tariff of
20p/sms. However, they are more interested in bypassing DnD service and hence considering
providers like Infinity, RedSMS which can bypass DnD if the message is non-financial and
informative one. If our offer would be more attractive in terms of tariff, they can consider
DigitalMyBiz’s platform for their bulk SMS service.
VIII. Suggestions
 DigitalMyBiz should use a penetration pricing model (starting with service at throw-
away prices) so that it will get chance to showcase its products initially to win over the
clients.
 The work force is not enough to cater the needs of the clients. I suggest to hire a more
number of qualified personnel.
 A definitive client base with substantial details is necessary for the interns to convert
more number of deals, because DMB is a new organization – client conversion from
interns is very difficult and that too when they are very new to this.
 DMB needs to have permanent representatives in cities where they don’t have offices,
since when clients come to know that interns are short-lived, they are little bit
skeptical about going forward with the deals.

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 The internal team also needs to improve on the strategy that they suggest since I found
some of the research done by technical team was not at all contextual and irrelevant.
 The back-up/support team was very slow to respond to the requirements of the interns.
 Again, visiting cards are the first instance where we got introduced to the clients – that
has to be bettered.
IX. Conclusion
 Client conversion for a new product/service is always difficult. The success lies in
being able to make the client believe that you know the technique more than anybody
else and that too with conviction.
 At some point, the marketing strategies on a digital platform are like gambling because
you don’t know whether things will work out the way you have planned. So one must
appreciate the dynamic nature of this form of marketing and learn to adapt to the
competition.
 Also, it has got a lot to do with interaction with people such as saying things that a
client wants to listen.
 Identifying the goal for each type of business e.g. brand awareness, branding, lead
generation, promotion or sales has to be understood properly after discussing with the
client about his/her business.
 While suggesting keywords or other strategies for clients I came to know which
strategy (FB, or Google, or SEO, or Blogging or SMS) will be suitable for which
client.
 Use of several tools like SEOTOOLSET, ADWORD ACCOUNT, AFFILIATE
MARKETING, SEMRUSH, KEYWORD PLANNER, WORDSTREAM, RANK
CHECKER, DMOZ and many more has to be optimized for every client’s
requirements.
 Data mining is vital for any business focusing on generating leads. Data can be mined
by approaching the local mobile phone recharge outlets to capture leads of target

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audience for SMS marketing and KFC centers to gather email addresses of those who
give feedbacks in order to win discounts on next purchase.
X. Annexures
Annexure #1 – Pitch Presentataion
Business
Proposal.pptx
Annexure #2 – Standard Pricing
Service
Group
Services
(Monthly)
Platinum
(Rs. 2,00,000/-)
Gold
(Rs. 1,00,000/-)
Silver Plus (Rs.
50,000/-)
Silver
(Rs. 25,000/-)
Keyword
Research 10 10 5 5
Listing &
Advertisements 300 150 75 75

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SEO
Search Engine
Listing 5 5 5 5
First Page
guaranteed
keywords
3 2 0 0
Yearly paid
listing on
JustDial,
Indiamart
2 1 0 0
SEM &
SMM
Social Media
profile creation
Facebook/Twitter/
LinkedIn
Facebook/Twitter/
LinkedIn
Facebook/Twitter/
LinkedIn
Facebook/Twitter/
LinkedIn
Guaranteed
likes on FB
Page
3000 per month 1500 per month 500 per month 250 per month
Targeted clicks
or impressions
5000 Hits or 5
million impression
2500 Hits or 2.5
million impression
1000 Hits or 1
million impression
300 Hits or 3 lakh
impression
FB
event/seminar 1 1 1 1
Tracking of
website hits
Take it from FB
through code
pasting on client
website
Take it from FB
through code
pasting on client
website
Take it from FB
through code
pasting on client
website
Take it from FB
through code
pasting on client
website
Innovative
postings (per
week)
14 7 3 3
Video &
Corporate
Blogging
Video Creation Yes Yes No No
You tube video
Hits 1500 600 300 0
Video
Uploading at
other channels
than you tube
Yes Yes Yes No
Tumblr/
BlogSpot and
Word press
profile creation
Yes Yes Yes Yes
Professional
Blogs per
week using
SEO keywords
per week
10 5 3 1
Target Data
Buying specific
to client
interest is
available else
5000 2000 1000 No

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SMS/Email
Marketing
you will
provide to us
SMS n Email
to the Data
Purchased and
on Data
outsourced in
free and given
by client
7000 3000 2000 1000
 Customize plan also available as per your requirement.
 Mobile App development is also available on demand.
 Ad designing for newspapers, hoardings, print-media ads is also available on demand.
Annexure #3 – Demo Plan
Demo Plan: Rs. 3000/- for 7 days or Rs. 4000/- for 10 days
 Analysis of company (Online strength & weakness, online presence on SEO, SMM
 Blog, channel domain strategy, competitor analysis
 Facebook page creation, cover page design
 Guaranteed impressions/likes (10000 targeted impressions for the audience)
 Paid advertisement & site listings

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Annexure #4 – Convenient Budget Pricing
Convenient budget
pricing.xlsm
 Pricing as per requirement

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 Pricing as per budget

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Annexure #5 – Online Survey Task Sheet
Projects on Online
Portals.xlsx
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