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.
The study reveals that the main reason for the growing importance of online marketing is increasing literacy about the internet among people. They have identified that the internet is truly advantageous through which they can serve their various purposes mainly social networking, online shopping & media sharing (photo, music, video). This efficacy of the internet has intensified their tendency of being online.
Digital Marketing a Boost for Industries A Study with Respect to Miraj Talukaijtsrd
"Today, digital marketing is of foremost importance to any business, industries as digital presence has become an essential necessity to make their presence. The world is now moving from old newspaper advertisements to new handy Smartphone advertisements and so is India. The old days are gone when industries would rely on distributing surveys to collect information about the market. Data analyses, data gathering are the trending ways for a business to do its market research. The biggest problem in India’s digital marketing scenario, primarily in tier 2 and tier 3 cities like Sangli, Miraj is poor internet infrastructure and technology adoption. But this scenario is changing rapidly because India is modernizing at a very fast pace and internet is a necessity as food, shelter and clothing. Hence tier 3 cities are also gradually evolving to be tech friendly and therefore businesses should start pacing their strategies accordingly soon! Dr. Sudhakar D. Bhoite | Mr. Omkar N. Pethakar ""Digital Marketing a Boost for Industries: A Study with Respect to Miraj Taluka"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Special Issue | Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management , March 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23062.pdf
Paper URL: https://www.ijtsrd.com/management/marketing/23062/digital-marketing-a-boost-for-industries-a-study-with-respect-to-miraj-taluka/dr-sudhakar-d-bhoite"
The study reveals that the main reason for the growing importance of online marketing is increasing literacy about the internet among people. They have identified that the internet is truly advantageous through which they can serve their various purposes mainly social networking, online shopping & media sharing (photo, music, video). This efficacy of the internet has intensified their tendency of being online.
Digital Marketing a Boost for Industries A Study with Respect to Miraj Talukaijtsrd
"Today, digital marketing is of foremost importance to any business, industries as digital presence has become an essential necessity to make their presence. The world is now moving from old newspaper advertisements to new handy Smartphone advertisements and so is India. The old days are gone when industries would rely on distributing surveys to collect information about the market. Data analyses, data gathering are the trending ways for a business to do its market research. The biggest problem in India’s digital marketing scenario, primarily in tier 2 and tier 3 cities like Sangli, Miraj is poor internet infrastructure and technology adoption. But this scenario is changing rapidly because India is modernizing at a very fast pace and internet is a necessity as food, shelter and clothing. Hence tier 3 cities are also gradually evolving to be tech friendly and therefore businesses should start pacing their strategies accordingly soon! Dr. Sudhakar D. Bhoite | Mr. Omkar N. Pethakar ""Digital Marketing a Boost for Industries: A Study with Respect to Miraj Taluka"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Special Issue | Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management , March 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23062.pdf
Paper URL: https://www.ijtsrd.com/management/marketing/23062/digital-marketing-a-boost-for-industries-a-study-with-respect-to-miraj-taluka/dr-sudhakar-d-bhoite"
Foodscale Hub is an Impact Venture Studio working to accelerate the shift towards tech-enabled innovations in the agrifood sector. Learn more about us, our projects and our people!
An interview with Manish Choksi Head of Strategy and Chief Information Office...Capgemini
Building a world leader through Digital Transformation
Manish Choksi, Head of Strategy and Chief Information Officer of Asian Paints – the largest paint manufacturer in India – explains how the digital revolution has transformed the company’s operations, and how he views the digital challenges as the company sets out on its ambition to become one of the top five global companies in the sector.
Facebook's new report predicts huge digital influence in Fashion by 2020Social Samosa
Today, up to $7Billion-$9Billion of the Fashion Market digitally influenced, which is expected to multiply by nearly 4 times as per the report from Facebook.
Digital marketing boon to rural entreprenuership (1)Kawita Bhatt
digital marketing has the potential to take the rural entrepreneurs to greater heights. Rural areas don't have a good market but this online marketing provide them a platform to try something new and make a profitable bussines
Emerging Roles of Artificial Intelligence in ecommerceijtsrd
The present study, insights on the role of artificial intelligence in e commerce. Last few years can be dedicated to e commerce era with its rapid expansion. At the same time the technological advances gave rise to different platforms which can be useful to update the trends and capture the market needs. Hence this study focuses on the uses of Artificial intelligence in e commerce business. Vishal Dineshkumar Soni "Emerging Roles of Artificial Intelligence in ecommerce" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31768.pdf Paper Url :https://www.ijtsrd.com/computer-science/artificial-intelligence/31768/emerging-roles-of-artificial-intelligence-in-ecommerce/vishal-dineshkumar-soni
Demographics and socio-economic classes (across gender, rural/urban, income groups)
Type and nature of internet usage (content consumption, service transactions, product transactions, etc.)
Source: Cases study done by Google & its research partner
Impact of Covid 19 Pandemic on Digital Marketing – A Reviewijtsrd
Marketing activities and strategies are ever evolving processes which change from time to time based on market situation and competition. The change has been happening over years and Covid 19 pandemic has triggered a rapid change in the way businesses operate around the world. The pandemic created a behavioral shift in both consumers and marketers alike. Digital marketing was growing at a steady pace and the outbreak of Covid 19 gave boost to it. This is an overview of digital marketing, its impact on business activities, understanding the impact of Covid 19 on digital marketing and the future role of digital marketing in business. Recent researches, papers, case – studies and books were referred for the study and effort is made to predict future trends. Anoop Gurunathan. A "Impact of Covid-19 Pandemic on Digital Marketing – A Review" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd42360.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/42360/impact-of-covid19-pandemic-on-digital-marketing-–-a-review/anoop-gurunathan-a
A background to digital marketing for small businesses 2012Richard Masters
This presentation is an extract from my website on Digital Marketing for small businesses. It contains a background to Digital Marketing and explains how and why digital marketing involves in the early 2000s.
In this discussion draft, I focus on what is effective in an initial stage of establishing an ICT business and what are assets for running the daily business on new markets. Governmental agencies are helpful in the initial stage when the company enter a new market. Software solutions and ethnic diversity can be competitive assets for ICT companies because they can be used in company’s daily business in order to increase your business contacts, to create brand awareness and to increase sales and help support.
There is much more to taking care of a refrigerator than simply plugging it in, putting things in it and then walking away.
If you follow these simple hints and tips you can save a surprisingly high amount of money off the cost of your electricity bills.
Log on to dewarairconditioningservice.ie to find out more great money saving tips!
Foodscale Hub is an Impact Venture Studio working to accelerate the shift towards tech-enabled innovations in the agrifood sector. Learn more about us, our projects and our people!
An interview with Manish Choksi Head of Strategy and Chief Information Office...Capgemini
Building a world leader through Digital Transformation
Manish Choksi, Head of Strategy and Chief Information Officer of Asian Paints – the largest paint manufacturer in India – explains how the digital revolution has transformed the company’s operations, and how he views the digital challenges as the company sets out on its ambition to become one of the top five global companies in the sector.
Facebook's new report predicts huge digital influence in Fashion by 2020Social Samosa
Today, up to $7Billion-$9Billion of the Fashion Market digitally influenced, which is expected to multiply by nearly 4 times as per the report from Facebook.
Digital marketing boon to rural entreprenuership (1)Kawita Bhatt
digital marketing has the potential to take the rural entrepreneurs to greater heights. Rural areas don't have a good market but this online marketing provide them a platform to try something new and make a profitable bussines
Emerging Roles of Artificial Intelligence in ecommerceijtsrd
The present study, insights on the role of artificial intelligence in e commerce. Last few years can be dedicated to e commerce era with its rapid expansion. At the same time the technological advances gave rise to different platforms which can be useful to update the trends and capture the market needs. Hence this study focuses on the uses of Artificial intelligence in e commerce business. Vishal Dineshkumar Soni "Emerging Roles of Artificial Intelligence in ecommerce" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31768.pdf Paper Url :https://www.ijtsrd.com/computer-science/artificial-intelligence/31768/emerging-roles-of-artificial-intelligence-in-ecommerce/vishal-dineshkumar-soni
Demographics and socio-economic classes (across gender, rural/urban, income groups)
Type and nature of internet usage (content consumption, service transactions, product transactions, etc.)
Source: Cases study done by Google & its research partner
Impact of Covid 19 Pandemic on Digital Marketing – A Reviewijtsrd
Marketing activities and strategies are ever evolving processes which change from time to time based on market situation and competition. The change has been happening over years and Covid 19 pandemic has triggered a rapid change in the way businesses operate around the world. The pandemic created a behavioral shift in both consumers and marketers alike. Digital marketing was growing at a steady pace and the outbreak of Covid 19 gave boost to it. This is an overview of digital marketing, its impact on business activities, understanding the impact of Covid 19 on digital marketing and the future role of digital marketing in business. Recent researches, papers, case – studies and books were referred for the study and effort is made to predict future trends. Anoop Gurunathan. A "Impact of Covid-19 Pandemic on Digital Marketing – A Review" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd42360.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/42360/impact-of-covid19-pandemic-on-digital-marketing-–-a-review/anoop-gurunathan-a
A background to digital marketing for small businesses 2012Richard Masters
This presentation is an extract from my website on Digital Marketing for small businesses. It contains a background to Digital Marketing and explains how and why digital marketing involves in the early 2000s.
In this discussion draft, I focus on what is effective in an initial stage of establishing an ICT business and what are assets for running the daily business on new markets. Governmental agencies are helpful in the initial stage when the company enter a new market. Software solutions and ethnic diversity can be competitive assets for ICT companies because they can be used in company’s daily business in order to increase your business contacts, to create brand awareness and to increase sales and help support.
There is much more to taking care of a refrigerator than simply plugging it in, putting things in it and then walking away.
If you follow these simple hints and tips you can save a surprisingly high amount of money off the cost of your electricity bills.
Log on to dewarairconditioningservice.ie to find out more great money saving tips!
هذه هى سلسلة من المحاضرات للتوعية الصحية لأجل العناية بأفضل مما يمكن لإنسان أن يحصل عليه - الصحة الجيدة - وأرجو منكم أن ننشر الخير سويا عبر الاصدقاء والعائلات والجيران وحتى الاطفال - فهذا واجب لمجتمعاتنا العربية فى زمن نحتاج فيه للوحدة والتكاتف والاعتدال والايجابية
Pemanfaatan Teknologi Informasi di PontianakEnda Esyudha
Pontianak sebagai salah satu kota berkembang mulai memanfaatkan teknologi untuk memajukan kotanya. Analisa terhadap pemanfaatan teknologi tersebut perlu diteliti lebih lanjut agar lebih dapat memberikan manfaat positif yang lebih optimal
Patient focus is a fundamental principle at health care,
Targeting the safety of the patient, once realized by the health care givers, they will certainly perform with a better outcome
Health Care Quality, is becoming an obligation. A strategic plan, aiming at not only implementing, but also evaluating the work up, for a perpetual better than expected, to be performed.
This presentation helps to prepare for a quality plan implementation. While working on the elementary steps, studying the internal and external factors, it helps the decision makers to stand by stakeholders boosting the arrival to the designed goals.
Here are two slideshows, head trauma, which gives a quick guide to ER team, how to prepare and manage a case with a 1st response, Then - a guideline for Tetanus prophylaxis and management, for suspected cases as hundreds of cases still are found annually. Spread the knowledge!
Patient and family rights, is an ongoing process aiming at meeting better than their expectations. The health care providers strive to achieve the task, through a dynamic model.
An added value regarding the responsibilities of the patients and their families
Equoterz adalah sebuah perusahaan teknologi yang berada di Pontianak berfokus pada penyedia jasa pembuatan dan pengembangan perangkat lunak (software development).
هذه هى سلسلة من المحاضرات للتوعية الصحية لأجل العناية بأفضل مما يمكن لإنسان أن يحصل عليه - الصحة الجيدة - وأرجو منكم أن ننشر الخير سويا عبر الاصدقاء والعائلات والجيران وحتى الاطفال - فهذا واجب لمجتمعاتنا العربية فى زمن نحتاج فيه للوحدة والتكاتف والاعتدال والايجابية
Health Care Quality Improvement, is never enough, nor too much.
A vital hospital committee is Infection Control Committee, will lead teams to apply internal policies and procedures to meet better than expectations of patients and families.
The Silent Epidemic of "Self-Estrangement" Among Today's Adolescents and Youn...James Tobin
A disturbing trend among children today is a an under-developed capacity to observe, identify and make use of one's own inner life and experiences in order to formulate a balanced self-concept and identity. Quite simply, children don't seem to "know" themselves. Associated qualities of this trend of "self-estrangement" is a loss of drive and motivation, lack of personal agency, poor interpersonal skills, distressed parent-child relationships, and a limited "capacity to be alone." In this article, I elaborate on these characteristics and also identity five specific personality types that are self-estranged and commonly present in clinical psychotherapy practice.
Ethics and behaviors of health care providing members, could always be better. This presentation describes a certain number of obligations that organize and may assist.
Your collaboration is valuable.
An ocean of jobs in digital marketing awaits you. You just have to read it. https://www.vaibhavk.com/digital-marketing-courses-in-mau/
The typical objective of digital marketing is to reach the public and engage with them through various e-channels. Digital marketing has impressively broken the chains over the years due to the far-flung use of digital devices and the internet. The campaigns of digital marketing can be custom-made based on audiences’ demographics, interests, and behavior.
The extensive use of digital marketing has resulted in a shift in how organizations approach marketing, emphasising data-driven tactics and personalized client experience.
The 2000s and 2010s saw a sudden growth in digital marketing due to the proliferation of devices capable of accessing digital media. Stats from 2012 and 2013 showed, digital marketing was still growing, indicating its charm in the marketing industry.
The development of social media platforms such as LinkedIn, Facebook, YouTube, and Twitter in the 2000s led to a significant change in customer behavior. As a result, customers expected a seamless user experience across different channels for searching product information, which led to the diversification of marketing technology.
#education
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#DigitalMarketingCourse
9 Digital Marketing Trends To Watch Out For In 2020Sujoy Mukherji
Digital Marketing is defined as an online platform where one can advertise their products and services on the internet or any other digital medium.
As we have already approached the year 2020, let’s look at a few of the upcoming Digital Marketing Trends this 2020. I like to call it the Digital Era!
Competition is always out there, and businesses should be well prepared with the latest trends.
Discover the 9 Digital Marketing Trends to Watch Out For in 2020>>>
This paper is the result of the information which has been acquired from the case file. We attempted our level most suitable to prepare this case solution.
The Best of 5 Recommended Digital Marketing Companies.Merry D'souza
‘The Best of 5 Recommended Digital Marketing Companies,’ is the edition that brings a few of the incredible stories related to the digital marketing agencies that are dynamically making a difference in this sector by providing unique services to their clients.
Source: https://ciolookindia.com/the-best-of-5-recommended-digital-marketing-companies-january-2021/
“ROLE OF MARKETING TACTICS FOR LAUNCH OF NEW PRODUCT IN FMCG SECTOR’s ”RAVI SINGH
As a part of our study curriculum it is necessary to conduct a industrial orientation project. It provides us an opportunity to understand the particular topic in depth and which leads to through to that topic. My topic for project is titled as “Role of Marketing Tactics for Launch of New Product in FMCG Sector’s” on which emphasis given to the marketing tactics and its effect for launch of new FMCG goods.
To start I’ll give brief information regarding industry and company profile in which I have done my winter internship then moving next I’ll brief about FMCG sector than after I’ll explain what is topic is all about. Marketing strategies and tactics is one of the pillars of any business.
As we know no business can succeed without use the marketing tactics. There are certain theory narrated as operant conditioning and projective theory. Based on secondary source certain theoretical aspects are also included as a part of study.
Then after concentration is given to the primary research. It include the analysis and results of survey which was focuses on consumer’s behavior
At last conclusion of report, findings and suggestion was given based on study of secondary source as well as primary research.
The article analyzes the peculiarities of digital marketing the definition of digital marketing, the advantages and disadvantages of digital marketing, the process of digital marketing. Digital marketing is an important stage in business planning, during which a strategy is developed that can help make the business much better known and at the same time sell much more goods or services. Digital marketing helps to increase brand awareness as interest in social networks, email marketing, content marketing grows every year. Digital marketing can be defined as the process by which the mayor strives to better understand customers and at the same time find out if the goods and services offered are suitable for the market. Margarita Išoraite "Digital Marketing Features" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd35785.pdf Paper URL : https://www.ijtsrd.com/management/marketing/35785/digital-marketing-features/margarita-išoraite
This report provides in depth knowledge of current digital scenario in India. In the report I have taken instances from my Summer Internship at Paisabazaar.com
The importance of digital Mktg, International Congress and Convention Associa...Francesco Berrettini
ICCA; International Congress and Convention Association, Iberian Chapter, EPIC SANA Algarve, Portugal.
How digital can support the activity of companies of congress and conventions
Iberian chapter
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
For More information visit-https://www.researchgate.net/publication/324527022_Role_of_Social_Media_Optimization_in_Digital_Marketing_with_special_reference_to_Trupay
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
2. [DIGITALMYBIZ (P) LTD.] April – June,2014
1 | P a g e
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
3. [DIGITALMYBIZ (P) LTD.] April – June,2014
2 | P a g e
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
4. [DIGITALMYBIZ (P) LTD.] April – June,2014
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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
5. [DIGITALMYBIZ (P) LTD.] April – June,2014
4 | P a g e
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
6. [DIGITALMYBIZ (P) LTD.] April – June,2014
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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
7. [DIGITALMYBIZ (P) LTD.] April – June,2014
6 | P a g e
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
8. [DIGITALMYBIZ (P) LTD.] April – June,2014
7 | P a g e
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 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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Annexure #5 – Online Survey Task Sheet
Projects on Online
Portals.xlsx
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