TCS's digital marketing plan focuses on elevating brand visibility, lead generation, and client relationship management. The comprehensive strategy encompasses optimizing online presence, content marketing, social media engagement, website conversion, email campaigns, and advertising efficiency. The plan aims to achieve measurable targets, leveraging analytics for continuous optimization. TCS is positioned to enhance its digital footprint, fostering growth and competitiveness in the dynamic IT and consulting industry.

1. A
Report On
Digital Marketing plan at TCS
Submitted by
Mr. CHOPDA HEMANT SUNIL (PMB22M1015)
Mr. AHIRE SWAPNIL SANJAY (PMB22M1004)
Mr. GAIKWAD SHASHIKANT NARAYAN
(PMB22M10128)
For the requirement of Course
Digital Marketing
Under the Guidance of
Prof. Shamrao Ghodke Sir

2. Executive Summary
TCS's digital marketing plan focuses on elevating brand visibility, lead generation, and client
relationship management. The comprehensive strategy encompasses optimizing online presence,
content marketing, social media engagement, website conversion, email campaigns, and advertising
efficiency. The plan aims to achieve measurable targets, leveraging analytics for continuous
optimization. TCS is positioned to enhance its digital footprint, fostering growth and competitiveness in
the dynamic IT and consulting industry.
This digital marketing plan is tailored for Tata Consultancy Services (TCS), a multinational corporation
in the IT and consulting industry. The plan is crafted to align with TCS's overarching marketing
objectives, utilizing diverse digital channels and strategic approaches to enhance brand visibility, lead
generation, and client relationships.

3. Situational Analysis:
A)Internal Analysis:
Strengths:
1. Huge Customer Base
2. Global Footprints
3. Strategic Partnership
4. Strong Service Portfolio
5. Good Returns on Capital
Expenditure
Weaknesses:
1. Legal Judgements
2. Diligent decrease in
performance
Opportunities:
1. Digital Transformation
2. Increasing Demand for Cloud-
Based Computing
3. Solutions from machine to machine
(M2M)
4. Mobility Solutions
Threats
1. Immigration and its Limitations
2. Intense competition
3. High Attrition rate

4. B)External analysis:
1. Industry Landscape: TCS is a global leader in IT services and consulting, providing a
wide range of services including software development, cloud solutions, and digital
transformation consulting. The industry is characterized by constant innovation, rapid
technological advancements, and a growing focus on digital solutions.
2. Competitive Landscape: The industry is highly competitive with major players like
Infosys, Accenture, IBM Global Services, Cognizant, and Wipro. Startups and niche
players also contribute to the competitive landscape, fostering innovation and specialized
services.
3. Target Audience: Businesses looking to modernize operations through digital
solutions.TCS can tailor marketing messages to highlight successful digital transformation
projects.
4. Competitor Analysis: Major Competitors of TCS is Infosys, Accenture, IBM Global
Services, Cognizant, Wipro:

5. Goal Setting and objective
1)Generate Quality Leads through Content Marketing:
SMART Goal:
• Specific: Develop an editorial calendar outlining the creation and promotion of high-quality content,
including blog posts, webinars, whitepapers, and case studies.
• Measurable: Use lead tracking tools and CRM systems to measure a 25% increase in qualified leads
generated from content marketing initiatives within the next quarter.
• Achievable: Invest in high-quality content creation, leveraging subject matter experts within TCS. Utilize
marketing automation tools for lead nurturing, ensuring timely and relevant
• follow-ups.Relevant:Aligns with TCS's objective of attracting businesses actively seeking digital
solutions and showcasing thought leadership.
• Time-bound: Achieve the 25% increase in qualified leads within the next quarter through targeted content
promotion and lead nurturing efforts.
2)Increase Online Brand Visibility:
3)Enhance Social Media Engagement
4)Optimize Conversion Rates on the Website

6. Target Audience
1. Buyer Personas:
Persona 1: Enterprise IT Manager
Demographics: Age: 30-50 ,
Gender: Any
Job Title: IT Manager/Director
Industry: Various industries
Psychographics: Tech-savvy
Goal-oriented
Interested in innovative solutions
Online Behavior: Active on professional networks
(LinkedIn)
Regularly reads industry publications
and blogs
Media Consumption Habits:
Prefers webinars and whitepapers for in-
depth information
2. Segmentation:
Geographic Segmentation:
Region 1: North America
Region 2: Europe
Region 3: Asia-Pacific
Industry Segmentation:
Industry 1: Financial Services
Industry 2: Healthcare
Industry 3: Manufacturing
Industry 4: Technology
Service-specific Segmentation:
Service 1: Cloud Services
Service 2: Digital Transformation
Service3: Cybersecurity

7. 1. Social Media Marketing:
Prioritization:
Primary Platform: LinkedIn
Due to the professional nature of TCS services,
LinkedIn is a key platform for B2B engagement.
Secondary Platforms: Twitter, Facebook
Twitter for real-time updates and industry
discussions.
Facebook for targeted brand awareness campaigns.
Budget Allocation:
LinkedIn Ads: 40%
Twitter Ads: 20%
Facebook Ads: 10%
Channel Selection
2. Search Engine Marketing (SEM):
Prioritization:
Primary: Google Ads
Targeting potential clients actively searching for IT solutions.
Secondary: Bing Ads
Expanding reach to a broader audience.
Budget Allocation:
Google Ads: 50%
Bing Ads: 10%
3. Email Marketing:
Prioritization:
Targeted Email Campaigns
Personalized emails targeting decision-makers in specific industries.
Budget Allocation:
Email Campaigns: 15%
Marketing Automation: 10%

8. Content Strategy Plan for TCS
1. Content Pillars:
Pillar 1: Industry Insights
Content Types:
In-depth articles on industry trends and
challenges.
Whitepapers providing thought leadership.
Target Audience:
Enterprise IT Managers, Decision Makers.
Pillar 2: Product Tutorials
Content Types:
Video tutorials showcasing TCS solutions.
Step-by-step guides for implementing
technologies.
Target Audience:
IT Managers, Tech-savvy Professionals.
2. Content Formats:
Format 1: Blog Posts
Publish weekly blog posts on industry
insights and best practices.
Format 2: Infographics
Create visually appealing infographics
summarizing complex concepts.
Format 3: Webinars
Conduct monthly webinars on emerging
technologies and solutions.
Format 4: Podcasts
Launch a monthly podcast series
discussing IT innovations and challenges.
3. Content Calendar:
Month 1:
Week 1-2:
Blog Posts: Industry insights.
Infographic: Technology trends.
Month 2:
Week 3-4:
Webinar: Deep dive into a specific
TCS solution.
Social Media Stories: Behind-the-
scenes.
Month 3:
Week 1-2:
Podcast Episode: Interview with
industry experts.
Blog Posts: Product tutorials.

9. 1.Key Performance Indicators (KPIs):
Website Optimization:
Increase in Organic Website Traffic:
KPI: Achieve a 20% increase in organic traffic within the next quarter.
Strategy: Implement SEO best practices, including on-page optimization,
content enhancements, and backlink building.
Improved Search Engine Rankings:
KPI: Achieve a 15% improvement in search engine rankings for targeted
keywords.
Strategy: Regularly update and optimize content, monitor keyword
performance, and adapt strategies based on search engine algorithm changes.
Measurement and Analysis
2. Data Tracking Tools:
Google Analytics: Ensure proper
installation and configuration of Google
Analytics to track user behavior,
conversion events, and campaign
performance.
Social Media Insights Platforms:
Regularly monitor LinkedIn, Twitter,
and Facebook insights to gather data on
audience demographics, engagement,
and post performance.
Marketing Automation Software:
Implement marketing automation tools
to track email campaign performance,
lead nurturing sequences, and customer
journeys.
3. Regular Reporting:
Monthly Reports:
Include visual representations of KPIs.
Analyze performance against goals.
Provide actionable insights for optimization.

10. Timeline and Milestones:
Month 1-2: Pre-launch Preparation
Week 1-2:
Milestone: Finalize buyer personas and segmentation.
Responsibilities: Marketing and Sales Teams.
Week 3-4:
Milestone: Complete channel and budget planning.
Responsibilities: Marketing and Finance Teams.
Month 3-4: Content Creation and Setup
Week 1-2:
Milestone: Develop initial content pillars and formats.
Responsibilities: Content Creation Team.
Implementation Plan
Week 3-4:
Milestone: Setup social media accounts, advertising
accounts, and analytics tools.
Responsibilities: Digital Marketing Team.
Month 5-6: Launch and Initial Campaigns
Week 1-2:
Milestone: Launch initial paid advertising
campaigns.
Responsibilities: Paid Advertising Team.
Week 3-4:
Milestone: Initiate content publication and social
media engagement.
Responsibilities: Content Creation and Social Media
Teams.

11. A) Budget:
Digital Marketing Team Salaries: ₹90,00,000 per year
Web Developer/Designer: ₹45,00,000 per year
Content Creator: ₹37,50,000 per year
Social Media Manager: ₹52,50,000 per year
Paid Advertising Specialist: ₹60,00,000 per year
Email Marketing Specialist: ₹56,25,000 per year
Analytics Specialist: ₹63,75,000 per year
Total Personnel Costs: ₹4,05,00,000 per year
2. Software Subscriptions:
SEO Tools: ₹3,75,000 per year
Social Media Management Platform: ₹7,50,000 per year
Email Marketing Platform: ₹11,25,000 per year
Analytics Tools: ₹6,00,000 per year
Ad Platform Budget: ₹4,50,000 per year
Total Software Subscriptions: ₹33,00,000 per year
Budget and Resources
3. Content Creation Expenses:
Content Creation and Marketing: ₹30,00,000 per year
Graphics and Design: ₹15,00,000 per year
Total Content Creation Expenses: ₹45,00,000 per year
4. Paid Advertising Budget:
Google Ads: ₹60,00,000 per year
Social Media Advertising: ₹75,00,000 per year
Total Paid Advertising Budget: ₹1,35,00,000 per year
Grand Total Estimated Budget in INR: ₹5,18,50,000
per year
B)Resources Required:
Digital Marketing Team: 5-8 members.
Content Creation Team: 4-6 members.
Data Analysis Team: 2-3 members.

12. Conclusion
The digital marketing strategy for TCS is a comprehensive plan covering
content creation, social media, search engine marketing, email marketing,
and analytics. It targets specific buyer personas, allocates resources
strategically, and focuses on key content pillars. The phased implementation
plan, budget overview, and emphasis on continuous learning ensure an
organized and adaptable approach to achieve TCS's goals in the dynamic
digital landscape.