Jecrc University, Jaipur: (Project Semester Jan-June 2018)

Project Report
(Project Semester Jan-June 2018)
“An analysis on DIGITAL MARKETING COMMUNICATION ”
Submitted by
Mayank Dangayach
Student ID: 16BBAN021
‘’C BETTER’’
Under the Guidance of
Faculty Internship Guide: Mrs. Sunita Industry Guide: Mr. Himanshu Ghiya
Sharma
Designation: Assistant Professor Designation: Senior Manager
School Of Management
JECRC UNIVERSITY, JAIPUR
January to June, 2018

DECLARATION
I hereby declare that the project work entitled “AN ANALYSIS ON DIGITAL
MARKETING COMMUNICATION ” is an authentic record of my own work carried out at
Jaipur as requirements of project semester for the award of degree of B.B.A “DIGITAL
MARKETING”
JECRC University, under the guidance of “Mrs. Sunita Sharma and Mr. Himanshu Ghiya,
during January to June, 2018.
Mayank Dangayach
16BBAN021
Date:
Certified that the above statement made by the student is correct to the best of our knowledge.
Signature & Seal of

Company
SUNITA SHARMA Himanshu Ghiya
ASSISTANT PROFESSOR SENIOR MANAGER
Faculty Internship Guide “C BETTER’’
SCHOOL OF MANAGEMENT
PREFACE
Digital marketing is 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.[1]
Digital marketing's development since the 1990s and 2000s has changed the way brands and
businesses use technology for marketing.[2] As digital platforms are increasingly incorporated into
marketing plans and everyday life,[3] and as people use digital devices instead of visiting physical
shops,[4][5] digital marketing campaigns are becoming more prevalent and efficient.
Digital marketing methods such as search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing,[6] e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games
are becoming more common in our advancing technology. In fact, digital marketing now extends
to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS),
callback, and on-hold mobile ring tones.[7] In essence, this extension to non-Internet channels
helps to differentiate digital marketing from online marketing, another catch-all term for the
marketing methods mentioned above, which strictly occur online.
The development of digital marketing is inseparable from technology development. One of the key
points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology
set the platform to allow people to send and receive files through different machines [8]. However,
the more recognisable period as being the start of Digital Marketing is 1990 as this was where
the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity
of computer was already big enough to store huge volumes of customer information. Companies
started choosing online techniques, such as database marketing, rather than limited list
broker.[9] This kind of databases allowed companies to track customers' information more
effectively, thus transforming the relationship between buyer and seller. However, the manual
process was not so efficient.
In the 1990s, the term Digital Marketing was first coined,[10]. With the debut of server/client
architecture and the popularity of personal computers, the Customer Relationship
Management (CRM) applications became a significant part of marketing technology.[citation
needed]
Fierce competition forced vendors to include more service into their software, for example,
marketing, sales and service applications. Marketers were also able to own huge online customer
data by eCRM software after the Internet was born. Companies could update the data of customer
needs and obtain the priorities of their experience. This led to the first clickable banner ad being
going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of
it going live, 44% of all people who saw it clicked on the ad [11].
In the 2000s, with more and more Internet users and the birth of iPhone, customers started
searching products and making decisions about their needs online first, instead of consulting a
salesperson, which created a new problem for the marketing department of a company. In addition,
a survey in 2000 in the United Kingdom found that most retailers had not registered their own
domain address.[12]These problems made marketers find the digital ways for market development.
In 2007, the concept of marketing automation was raised to solve the problem above. Marketing
automation helped companies segment customers, launch multichannel marketing campaigns
and provide personalized information for customers. However, the speed of its adaptability to
consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the 2010s, when[13][14] the
proliferation of devices' capable of accessing digital media led to sudden growth. [15] Statistics
produced in 2012 and 2013 showed that digital marketing was still growing.[16][17] With the
development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter,
consumers became highly dependent on digital electronics in daily lives. Therefore, they expected
a seamless user experience across different channels for searching product's information. The
change of customer behavior improved the diversification of marketing technology.[18]
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'.
The term digital marketing has grown in popularity over time. In the USA online marketing is still a
popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital
marketing has become the most common term, especially after the year 2013.[19]
Digital media growth was estimated at 4.5 trillion online ads served annually with digital media
spend at 48% growth in 2010.[20] An increasing portion of advertising stems from businesses
employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA
raises concern of consumer privacy and data protection.[15]
TABLE OF CONTENT
TITLE P.NO
Declaration i.
Certificate ii.
Preface iii.
Acknowledgement v.
Executive Summary vi.
Chapter1: Introduction to Digital Marketing 1-10

1
1.0 Introduction
2
1.1 Digital marketing communication 5
1.2 Necessity of digital marketing 5
1.3 Functions of Digital marketing 8
Chapter2: Introduction About the Company 11-29

11
2.0 Introduction
11
2.1 About C Better 16
25
2.2 C Better Products and Services
Chapter3: Research Methodology 30-33

30
3.1 type of research- Descriptive research
30
3.2 scope of study 30
31
3.3 Significance of the study
31
3.4 Objectives of Study 31
31
3.5 Research Design
31
3.6 Area of Sampling 31
31
3.7 Sampling Technique
31
3.8 Size of the universe 31
32
3.9 Sample Size
32
3.10 Sources of data collection method 32
32
3.10.1 Primary Data 32
32
3.10.2 Secondary Data
3.11 Instrument of data collection 32
33
3.11.1 Questionnaire
3.11.2 Interview
3.12 Size of questionnaire
3.13 Types of Questions
3.14 Tools and Techniques for data analysis
3.15 Limitation of the study
Chapter4: Data Analysis and Interpretation 34-47
Chapter5: Conclusion and Finding 48-49
Appendix
Bibliography
Questionnaire
CHAPTER-1
INTRODUCTION TO DIGITAL MARKETING

The development of digital marketing is inseparable from technology development. One of the
key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his
technology set the platform to allow people to send and receive files through different
machines [8]. However, the more recognisable period as being the start of Digital Marketing is
1990 as this was where the Archie search engine was created as an index for FTP sites. In the
1980s, the storage capacity of computer was already big enough to store huge volumes of
customer information. Companies started choosing online techniques, such as database
marketing, rather than limited list broker.[9] This kind of databases allowed companies to track
customers' information more effectively, thus transforming the relationship between buyer and
seller. However, the manual process was not so efficient.
needed]
Fierce competition forced vendors to include more service into their software, for
example, marketing, sales and service applications. Marketers were also able to own huge
online customer data by eCRM software after the Internet was born. Companies could update
the data of customer needs and obtain the priorities of their experience. This led to the first
clickable banner ad being going live in 1994, which was the "You Will" campaign
by AT&T and over the first four months of it going live, 44% of all people who saw it clicked
on the ad [11].
salesperson, which created a new problem for the marketing department of a company. In
addition, a survey in 2000 in the United Kingdom found that most retailers had not registered
their own domain address.[12]These problems made marketers find the digital ways for market
development.
In 2007, the concept of marketing automation was raised to solve the problem
above. Marketing automation helped companies segment customers, launch multichannel
marketing campaigns and provide personalized information for customers. However, the speed
of its adaptability to consumer devices was not fast enough.
proliferation of devices' capable of accessing digital media led to sudden growth.[15] Statistics
consumers became highly dependent on digital electronics in daily lives. Therefore, they
expected a seamless user experience across different channels for searching product's
information. The change of customer behavior improved the diversification of marketing
technology.[18]
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web
marketing'. The term digital marketing has grown in popularity over time. In the USA online
marketing is still a popular term. In Italy, digital marketing is referred to as web
marketing. Worldwide digital marketing has become the most common term, especially after
the year 2013.[19]
employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but
OBA raises concern of consumer privacy and data protection.[15]
needed]
needed]
needed]
1.1 DIGITAL MARKETING COMMUNICATION
2 Digital marketing communication is directed to profiled targets, which are active

3 in the communication process. Every communication flow can ask for an information
answer from the market. This opportunity grants immediate feed-backs and feed-forwards,
so that digital communication can be easily and cheaply measured; digital communication
flows are diffused at costs that are getting lower and lower, but it asks specialized and deep
competences to communication managers.
4 The ease in the flowing process granted by digital technologies is also the main negative
aspect of digital communication. It is impossible to control digital flows in all their effect
and contacts and this limit opens the door to competitor actions and to “rumors”.
5 Keywords: Marketing Communication; Global Competition; Demand Bubbles; Digital
Communication; Target Profiling
6 1. External Corporate Communication and Global Markets
7 Corporate communication is an intentional process whose aim is to convey
8 messages containing information and/or symbols that address several publics
9 1
(internal, external, co-makers ), pursuing goals that may be commercial,
10 organisational or institutional, and can be activated using personal, nonpersonal or
11 2 personalised mass tools (integrated communication) .
12 Corporate communication that addresses external audiences can therefore pursue
commercial, institutional or organisational goals, singly or jointly, depending on the
specific targets that it addresses and the contingent needs that triggered its implementation.
For example, advertising that announces the opening hours of the branches of supermarket
chains on holidays meets both organisational and commercial goals. Similarly, public
relations initiatives that promote a business with specific audiences cannot be simplistically
catalogued as pursuing institutional goals, without also recognising their commercial goals.
13 * Associate Professor of Management, University of Milan-Bicocca (margherita.corniani@unimib.it)
14 Edited by: ISTEI - University of Milan-Bicocca ISSN: 1593-0319 Corniani Margherita, Digital Marketing
Communication, Symphonya. Emerging Issues in
15 Management (www.unimib.it/symphonya), n. 2, 2006, pp. 41-61
http://dx.doi.org/10.4468/2006.2.04corniani
16 41
17 © SYMPHONYA Emerging Issues in Management, n. 2, 2006
18 www.unimib.it/symphonya
19 However, a significant part of external corporate communication is activated with
commercial or primarily commercial goals and, in this case, it identifies so-called
marketing communication. This communication is therefore designed to convey to specific
audiences messages designed to simplify marketing processes and, for this reason, it
primarily addresses intermediate and/or final demand.
20 Final demand identifies the last purchaser of a product, who often coincides with its
consumer; intermediate demand, on the other hand, identifies the customer or customers
who are in an intermediate position on the supply chain and who purchase a product to use
it in their own activities, whether these entail manufacturing or commerce.
21 The distinction between the targets of marketing communication clarifies the various
ramifications of this type of communication in global markets and originates inside the
company, reflecting the different commercial and therefore communications goals that
characterise relations with intermediate demand and those put in place with final demand.
However, better understanding of the motivations that induce companies to develop
different types of marketing communication (related to the tools activated, the subject of
the communication and the manner and times that characterise it) leads us to consider
certain clarifying elements that are exogenous to business management. In this sense, the
competitive dynamics that characterise the market context in which each business operates
may be a useful interpretative key: scarcity markets, controlled-
22 3 competition markets and over-supplied markets .
23 1.1 Product Communication and Scarcity Markets
24 In global, scarcity markets, where global demand exceeds supply in terms of available
goods, marketing communication tends to concentrate on the product or, more generally,
on a company’s product range, with the primary goal of informing final demand.
25 □ Advertising campaigns by vehicle fuel manufacturers communicate the existence of a
new product with particular properties (for example, in Italy, VPower diesel from Q8).
26 A scarcity market (i.e. where the quantities offered and their prices are controlled by the
supplying businesses) forces demand to search for the product anyway, and the purpose of
commercial communication, usually conveyed by advertising, is to inform final demand of
the presence of new initiatives, or to simplify the development of ‘loyalty’ to a brand or
name. Faced with scarce supplies, customers tends to be motivated by reasons of proximity,
so that they repeat the purchases where they can do so, according to their needs and
consumption habits. In this context, rather than putting it down to purchasing loyalty, it
should be simply seen as repetition, often
27 4 motivated by the absence of valid alternatives .
28 In fact, one of the main characteristics of scarcity markets is the presence of distribution
structures that play a passive role in negotiations with the manufacturers that they depend
on, either by direct ownership or by contract agreements (for example franchising, forms
of exclusive licence, etc.), allowing the quantities to be sold and the price applied for the
end customer to be determined for them.
29 Edited by: ISTEI - University of Milan-Bicocca ISSN: 1593-0319 42
32 The particular relationship that is created between manufacturer and distributor explains
why the communication that the manufacturer addresses to his commercial intermediary is
normally straightforward, essential and instructive. The distributor in turn organises his
own marketing communication with the clientele (on the basis of precise agreements and
with the manufacturer’s explicit authorisation), normally using the points of sale, exploiting
the opportunities for direct contact offered by proximity. The contents of these
communications are usually limited to promotional offers that aim to attract consumers to
a specific outlet and a particular purchasing method, in a competitive context usually
distinguished by price competition.
33 1.2 Marketing Communication and Controlled-Competition Markets
34 In global markets where competition is controlled, and the various businesses share – and
control – a saturated market, where corporate demand still has some room to expand,
marketing communication has plenty of possible applications, and tends to represent the
key instrument for the expansion of corporate demand. In fact, on these markets, the
alternative between competitive proposals is based less on immediately comparable
variables such as price, than on ‘soft’ variables that mitigate the harshness of direct
confrontation, like the image, perceived quality,
35 5 design, etc. (non-price competition) .
36 □ The world’s leading producers of industrial beer are also strong
37 investors in external corporate communication, not only advertising, in
38 order to promote the awareness and image of their corporate products.
39 Advertising investment by the sector must be seen as one of the elements
40 by which large manufacturers maintain their competitive position of
41 market domination. In Italy, for example, the main beer producers that
42 invest in adverting (Heineken Italia, Birra Peroni Ind., InBev Italia,
43 6
44 Carlsberg Italia and Ceres) constantly invest between 4 and 5 percent of sales to sustain
the expansion of global demand and to consolidate brand demand. Brand advertising aims
to spread positive associations in the public, enhancing attributes of youth, fashion and
dynamism, regardless of the product’ s alcohol content. In fact, the need to promote their
brands by ‘freeing’ them from the negative connotations of alcohol, has led certain
producers to innovate, introducing alcohol-free beer, often selling it under the same brands
as their alcoholic products (Beck’s for example), so as to transfer the positive connotations
obtainable from suitable external corporate communication.
45 Marketing communication addressing final demand adopts both indirect methods, i.e.
communication tools which, like advertising, need the support of third parties (the media),
and direct methods, structured to reflect the sector’s specific needs.
46 □ In the case of industrial beers, for example, one direct tool of external communication is
the single-brand pub which makes it possible to convey corporate communications on the
spot to a clientele that
50 shows an active interest in the communication and, above all, can respond immediately to
the communication received.
51 In these competitive conditions, marketing communication is therefore the main means of
conveying to final demand the brand identity that helps to differentiate corporate products
and to ensure the support of specific brackets of the public, who respond with repetitive
purchasing behaviour motivated by appreciation of a clear system of attributes and values
promoted by the corporate brand communication. Purchasing loyalty is therefore sustained
first of all by emotional factors of involvement and agreement, and then by cognitive
support which tends to make the brand, and the product it represents, be seen as the best,
because it is perceived to be of better quality than competitive products. But this is entirely
subjective and is the fruit of the complex system of supply and communication
implemented over time by the businesses in the sector.
52 In this case, the pull policy takes hold, which ‘envisages that it is the end consumer, on the
basis of his own motivation, who chooses the product on sale at self-service outlets directly,
or expressly asks for the product from the retailer in traditional shops. This policy
presupposes that manufacturers will invest huge resources in persuasive communication
tools (primarily advertising) to achieve good brand awareness and a very distinctive image.
The product is therefore requested (‘pulled’) by the end consumer and retailers must make
it available to the
53 7 clientele and above all keep it in stock’ .
54 The price, although important, becomes a secondary variable in the consumer’s selection
process, partly because the competitive system of manufacturers and distributors tends to
propose prices that are generally aligned at the same level.
55 □ Cigarette smokers are little inclined to change brands and often maintain that their
choice is the fruit of comparative analysis of different alternatives, and that the chosen
brand has the most enjoyable taste. Any blind product taste shows that it is practically
impossible to distinguish between ‘similar’ cigarettes. This underlines that what pushes
demand towards a specific brand of cigarette is not so much the price, which is generally
aligned between competitive products, but rather the system of attributes that each brand
promotes to the public, using marketing communication.
56 In this competitive context, marketing communication that addresses final demand
concentrates on the development of a brand’s quantitative (awareness) and qualitative
connotations (image), and identifies the specific relationship between corporate supply and
demand, tending to activate a system of responsibility which
57 8
the business adopts in relation to the market . A brand associates itself with
58 specific products, but acquires an identity that is separate from them, enabling businesses
to adopt policies of brand expansion and, generally, to articulate their
59 9 10
use (for example, licensing or product placement ) and that of the portfolio of
60 11
61 .
In scarcity markets, marketing communication is therefore quantitatively limited
62 brands that they hold
and concentrates on conveying information about the product, while in controlled-
66 competition economies, the economic resources earmarked for external corporate
communication are consistent and promote supply through the brand identified with it.
67 With particular regard to advertising communication (one of the tools used most frequently
in communication that addresses final demand), the system of investments undertaken in
global, controlled-competition markets, becomes a significant element that can influence
corporate performance. On one hand, advertising communication aims to maintain
awareness and to qualify the brand image (communication effect) in order to maintain or
acquire share of mind in demand, stimulating the purchasing process in time (sale effect).
On the other hand, investments in advertising also represent a precise system of governing
competitive relationships in the sector, and they represent the competitive position that each
business intends to occupy. The overall effects of marketing communication for the brand
are the result of continuous pressure exerted by businesses, i.e. by the accumulated
resources focused on a target public for a specific period of time, and they force businesses
to plan their investment. To avoid nullifying investment in their brands over the years,
businesses must continue to spend to maintain the positions of awareness won, and to
confirm the image connotations established with the pubic, continuously earmarking large
percentages of their sales to external corporate communication. Targeting economic
resources in this way, is compulsory in a competitive context where demand is saturated,
in which a business’s market share can only grow if the market share of other businesses
declines. Investments in advertising therefore tend to be taken as an indicator of the trend
of a business’s market share. In time, an investment policy that is one of aggression,
maintenance or withdrawal from a market will translate into a corresponding increase,
68 12 maintenance or reduction of the market share .
69 This means that the leading companies in a specific sector can use their investment in
advertising communication to maintain the competitive status quo, establishing a common
spending level, to sustain the role of the brands in relation to final and intermediate demand,
and controlling the stability of market share.
70 However marketing communication is used not only to support relations between
71 the manufacturing concern and final demand, but also those between
72 manufacturing concerns and intermediate demand, and between intermediate and
73 final demand. In fact, in controlled-competition markets, intermediate commercial
74 demand plays an active role in negotiations with the manufacturing system. The
75 result is that the manufacturer is unable to impose his own conditions on the
76 distribution system, but must take action, even in relation to his intermediate
77 clientele, by developing suitable marketing tools (trade marketing), including
78 marketing communication. This is what happens in the so-called push policy which
79 ‘envisages that it is the selling intermediaries, primarily retailers, who ‘push’ the
80 product to the end consumer, both by a favourable display on the shelves in the
81 point of sale, and by recommending the purchase of specific products and brands.
82 This policy presupposes that manufacturers offer precise and continuous incentives
83 to retailers (usually with elementary advantages, such as the concession of higher
84 selling margins than those of the competition, the definition of exclusive selling
85 zones, etc.) and that they maintain continuous contacts and relations through the
86 13 sales force’ .
90 Of course, marketing communication that manufacturing companies address to the trade
uses different tools from those used for final demand, partly because the goals of the
communication, although essentially still commercial, are focused on bargaining
relationships, where the ‘soft’ elements are supplementary and not fundamental. These
relations stand out for the attention paid to the price and for the bargaining role that
purchasers assume in relation to this variable. The price identifies the overall cost of the
supply, which includes both the purchase cost of the products and the costs linked to supply
conditions (means of payment, delivery methods, delivery times, etc.).
91 Marketing communication between manufacturers and commercial intermediaries
therefore draws primarily on direct personal relations between professional sellers and
buyers, who undertake the selling or buying and specialise in bargaining relationships. In
addition to the conditions that influence the purchasing costs and the potential margins
achievable by the distributor, negotiations also regard communications between the
manufacturer and final demand, autonomously (through advertising, price promotions,
sponsorship, etc.) or at points of sale with the collaboration of the trade, and possible joint
communication organised in partnership by distribution and the trade. The breakdown of
the channel income represents the fulcrum of negotiations between industry and
distribution. Different bargaining positions emerge depending on whether the relationship
is forged with leading manufacturing companies (which are usually large, with good
bargaining power because it is sustained by the potential to access consistent financial
resources, and have well-known and successful brands in individual markets), or with
smaller manufacturing companies with less bargaining power. In the first case,
manufacturing companies manage to maintain leading positions and to impose conditions
on the distribution system, taking advantage of the unique nature of their competitive brand
position in relations with final demand and exploiting the competition between distribution
firms in their own favour while, in the second case, smaller companies must adapt to the
role that is left to them by the relationship between large manufacturers and the trade.
92 Marketing communication between manufacturers and distributors therefore focuses on the
price and variables most closely linked to it (realisable margins, product rotation,
1.2 NECESSITY OF DIGITAL MRKETING
(1) Strategize with The Valuable Data and Analytics

With digital marketing, you can have an idea of the exact number of people who have viewed your
website’s homepage in real time.
With google analytics, you can track stats and information about your marketing website. It will let
you know about –
 the number of people visiting your business page
 their geographic location
 the sex, age and interests of the visitors
 how much time they are spending on your site
 the source of traffic from various gadgets
 website bounce rates
 how the traffic has changed over time
By displaying a breakdown of all of this traffic information, this intelligence helps you to prioritize
the marketing channels.
Mind blowing, isn’t it?
The real-time data analysis provides you with a better understanding of the effectiveness of your
marketing tactics. With access to this information, you can also optimize your marketing budget by
investing in the well-performing marketing campaigns.
(2) Content Performance and Lead Generation
Imagine you’ve created a product brochure and delivered it to people as an offline content.
Does it seem to be convenient enough?
The problem is that you have no idea how many people have gone through that or, in the worst
scenarios, how many people threw it into the trash!
Once you create an impactful visual content, start promoting it on social media. Through such
networks, buyers would be able to learn about products and services through influencers and
peers.
The more engagement you get, the more Google considers your content to be worthy. And in turn,
it will boost your SEO rankings with ease.
Through digital marketing, you can measure exactly how many people viewed your marketing
content. Thereafter, you can collect the contact details of those who download it by using forms.
Additionally, you’re also generating qualified leads when people download it. With a solid lead
nurturing strategy, you can build better awareness and affinity for your brand.
(3) Improved Conversion Rates
Converting a customer online is not a big deal. All you need to do is just make your marketing
strategy an engaging one.
Targeted traffic offers bigger chances for conversion. Unlike other types of advertising, digital
marketing lets you have a two-way conversation with customers and leads.
Through digital marketing, you can reach out to your customers at any time. Instead of bothering
them with multiple phone calls, reaching customers online seems to be a better idea. Just send an
email and let them make a purchase and learn more about your organization. From such
interactions, important leads can be generated, which would eventually bring an increase in
conversion rates.
(4) More Cost Effective Than Traditional Marketing
Digital marketing lets you save your money to a substantial extent. This has the potential to replace
costly advertising channels such as television, radio and yellow pages.
With email marketing automation, you can boost your leads. Thus, it will allow you to pre-load
content and schedule it for sending out the content at key times.
(5) Higher Revenues
It’s a well-known fact that higher conversion rates can be generated by effective digital marketing
techniques. Hence, it will deliver loads of profitable benefits for your business in terms of better
and higher revenues.
While advertising your brand:
 have a good layout that enables easy navigation
 use the digital platform to understand customer purchase patterns
 offer the right idea that meets the needs of your customers
 use multiple digital marketing channels to gather useful data
With better revenue growth expectancy, small and medium enterprises will have better chances of
expanding their workforce.
(6) Higher ROI from Your Campaigns
Digital marketing companies optimize conversion rates to achieve maximum Return on Investment
(ROI) for businesses. With smarter branding and better revenues, digital marketing can fetch a
better ROI than traditional marketing.
With effective tracking and monitoring methods, results can be analyzed. It helps the organizations
to take necessary measures as soon as possible.
With digital marketing, you can generate a steady flow of targeted traffic that gets converted into
sales and leads. And, the more your business generates this kind of traffic, the faster you can
enjoy your ROI.
(7) Compete with Large Corporations
Does digital marketing sound as foreign as binary code to you?
Don’t worry if you are dealing even with a small industry.
The importance of digital marketing also lies in the fact that it lets you compete head to head with
big brands and large corporations.
From a small vendor to a large powerhouse, digital marketing offers an affordable and effective
marketing tactics. Small brands can drive traffic both locally and across the country by reaching
out to their target consumers.
(8) Get Prepared for the “Internet of Things”
The “Internet of Things” is a global ecosystem of interconnected devices – smartphones, tablets
and several other gadgets. These can help people interact with each other through the world of
web.
Digital marketing will prepare your business towards this eventuality. It will permeate through every
aspect of people’s lives.
Your business survival strategy needs to be equipped with this interconnected grid. It will provide
you an access window to reach out to targeted audience belonging to this online grid.
(9) Earn People’s Trust and Build Brand Reputation
Digital Marketing leverages on social media signals, social proof and testimonials availed from
bonafide consumers. The more reliable these social signals are, the higher the trust rate it can
generate from targeted audiences.
People would trust information about a particular brand if the data comes from people they know.
And once you meet their expectations, your brand reputation will go viral. Eventually, it will open
new doors of opportunities for reaching bigger markets.
(10) Ensure Online Business Survival
Many people may come and go, but a targeted few will actually make a purchase. If you can target
the right kind of people who are going to be your potential customers, the best results will surely
come.
By implementing smart tactics, like blogging and social media, you can communicate with the
target audience. It will help you gain valuable feedback and insights. With these, you can strategize
and ensure the survival of your business.
(11) Know All About Your Competitors
As they say – “Keep your friends close and your enemies closer.”
Social media competitive analysis is an integral part of your digital marketing campaign.
When you are engaging in digital marketing, you can ask the experts to look into your competitor’s
online strategies. It will help you to capitalize on any possible opportunities in no time. You can
see what they are doing to gain an upper hand and reach more consumers.
Thus, you can figure out marketing opportunities and gain a strong competitive advantage.
(12) Real Time Results
Unlike traditional methods, you can see in real time what’s working and what’s not for your online
business.
Through online marketing, you can know about:
 the number of visitors to your site
 the increase in the number of its subscribers
 peak trading times
 conversion rates
 Increase/drop in website traffic
 bounce rate
 and much more!
And this can be done just with the touch of a button.
Such results can give you a thorough idea through which you can choose necessary steps to
improve your results.
(13) Improve Your Outreach
Since digital marketing takes place online, it is accessible to the global audience.
Whereas traditional marketing limits you to a particular geographic area, its modern counterpart
can help you interact with the customers quite easily.
On the other hand, it seems like having your storefront open all day long. And with digital marketing
specialists, you can respond to posts promptly on your platforms.
It doesn’t take long for gaining publicity to enhance the prospects and enjoy the benefits of digital
marketing for your business at its best.
CHAPTER -2
INTRODUCTION ABOUT THE COMPANY
Mindshare relates generally to the development of consumer awareness or popularity, and is
one of the main objectives of advertising and promotion. When people think of examples of a
product type or category, they usually think of a limited number of brand names. The aim of
mind share is to establish a brand as being one of the best kinds of a given product or service,
and to even have the brand name become a synonym for the product or service offered. For
example, a prospective buyer of a higher education will have several thousand universities to
choose from. However, the evoked set, or set of schools considered, will probably be limited
to
about ten. Of these ten, the universities that the buyer is most familiar with will receive the
greatest attention.
With this quest in mind, Mindshare is a global media agency network and the home of adaptive
marketing. MindShare’s 7,000 employees are driven by the values of speed, teamwork and
provocation and are dedicated to delivering competitive advantage for clients in a world where
everything begins and ends in media. Mindshare is part of GroupM, which oversees the media
investment management sector for WPP, the world's leading communications services group.
Mindshare network consists of 116 offices in 86 countries throughout North America, Latin
America, Europe, Middle East, Africa and Asia Pacific with total billings in excess of US$31.4
billion.
The mission statement of Mindshare can be best expressed in two words – Original Thinking.
Since
the inception in 1998 as the first pure-play media planning and buying agency, mindshare has
sought to innovate and invigorate the communications marketplace, be that through new ways
to
connect brands with consumers, or unrivalled buying power in the media market. This
combination
of science, scale and imagination is borne out of the Original Thinking ethos of the founders,
which
still pervades the business from top down. Company’s Original Thinking mission informs and
inspires the team to advise the clients, innovate in the marketplace and produce ground-
breaking
work. To invent the future of media. Mindshare defines Media as the space where content,
people
and technology meet. This space is continually evolving driven by innovation in technology,
increasing data intelligence and an open, collaborative creative culture. To succeed in this fast
changing space mindshare believes brands and businesses need to be both adaptive and
inventive.
Mindshare seeks out the opportunity in this change, bringing together a diversity of talent,
colliding people with different skills and perspectives, with one ambition: To Invent the Future
of Media for our Clients. In doing so mindshare helps them build future commercial and
cultural success.
Asiatic Mindshare started its operation in Bangladesh in June 2001 as a joint initiative of
Mindshare World and Asiatic MCL, one of the leading ad agencies in Bangladesh. Since then
it has been driving significant changes in local media scenario and off course in their client’s
media investment. In Bangladesh it is the first of its kind, as it is a complete media planning,
buying and research company. It is the key driver of media research in Bangladesh media
market. Mindshare’s vision is to secure competitive advantage for clients in a media world
which is changing beyond recognition and which is defined by the fragmentation of mass
media and high level of media inflation. This demands creativity, rational thinking and smart
buying power. Mindshare is the one stop media solutio Mindshare relates generally to the
development of consumer awareness or popularity, and is
one of the main objectives of advertising and promotion. When people think of examples of a
product type or category, they usually think of a limited number of brand names. The aim of
mind share is to establish a brand as being one of the best kinds of a given product or service,
and to even have the brand name become a synonym for the product or service offered. For
example, a prospective buyer of a higher education will have several thousand universities to
choose from. However, the evoked set, or set of schools considered, will probably be limited
to
about ten. Of these ten, the universities that the buyer is most familiar with will receive the
greatest attention.
With this quest in mind, Mindshare is a global media agency network and the home of adaptive
marketing. MindShare’s 7,000 employees are driven by the values of speed, teamwork and
provocation and are dedicated to delivering competitive advantage for clients in a world where
everything begins and ends in media. Mindshare is part of GroupM, which oversees the media
investment management sector for WPP, the world's leading communications services group.
Mindshare network consists of 116 offices in 86 countries throughout North America, Latin
America, Europe, Middle East, Africa and Asia Pacific with total billings in excess of US$31.4
billion.
The mission statement of Mindshare can be best expressed in two words – Original Thinking.
Since
the inception in 1998 as the first pure-play media planning and buying agency, mindshare has
sought to innovate and invigorate the communications marketplace, be that through new ways
to
connect brands with consumers, or unrivalled buying power in the media market. This
combination
of science, scale and imagination is borne out of the Original Thinking ethos of the founders,
which
still pervades the business from top down. Company’s Original Thinking mission informs and
inspires the team to advise the clients, innovate in the marketplace and produce ground-
breaking
work. To invent the future of media. Mindshare defines Media as the space where content,
people
and technology meet. This space is continually evolving driven by innovation in technology,
increasing data intelligence and an open, collaborative creative culture. To succeed in this fast
changing space mindshare believes brands and businesses need to be both adaptive and
inventive.
Mindshare seeks out the opportunity in this change, bringing together a diversity of talent,
9
colliding people with different skills and perspectives, with one ambition: To Invent the Future
of Media for our Clients. In doing so mindshare helps them build future commercial and
cultural success.
Asiatic Mindshare started its operation in Bangladesh in June 2001 as a joint initiative of
Mindshare World and Asiatic MCL, one of the leading ad agencies in Bangladesh. Since then
it has been driving significant changes in local media scenario and off course in their client’s
media investment. In Bangladesh it is the first of its kind, as it is a complete media planning,
buying and research company. It is the key driver of media research in Bangladesh media
market. Mindshare’s vision is to secure competitive advantage for clients in a media world
which is changing beyond recognition and which is defined by the fragmentation of mass
media and high level of media inflation. This demands creativity, rational thinking and smart
buying power. Mindshare is the one stop media solution that delivers all. (Mindshare)n that
delivers all. (Mindshare)
CHAPTER – 3
RESEARCH METHODOLOGY
Overview of the data collected and use
The study will be both mixture of quantitative along with qualitative part. A basic overview
ofthe data collected and used to make this report are described below-
Data Type:
This report will be based both on primary and secondary data-
Primary Data: The survey questionnaire contained a total of 10 question that encompassed
theobjective of the research. Different social media user are the population of the study. The
surveyhas been done on 100 peoples consist of different social media users and online users.
With thehelp of social media, email, and my personal network it was easy for me to collect the
surveyresponses within few days which was only possible because of the online questionnaire
form.
Responses from 100 samples were collected through the survey.
Secondary Data:
- Asiatic Mindshare Ltd. Internal documents and publications.
- Newspaper, Journals, Articles and Websites.
Data Source:
Primary Source: Primary data on social media is collected from surveying of target group and
personal observation.
Secondary Source: Like primary source, secondary source is also major stream of information
for this report. List of Secondary source are;
- Internet
- Social Network sites
- Text Book
- Several others report
- And other sources
Sample Size
For this research project, I have selected a sample size of 100 from the population. As it was
an
anonymous online survey, the sample was selected randomly. The survey was anonymous
because most of the people using online are very cautious about privacy for which they do not
want to disclose information to other people especially while in a survey. In this research, the
sample is all the people who are active users of social media with diversified profession as
student, job holders, entrepreneur’s and freelancers etc. I am using primary data as the
information that have been gathered are specifically for this research.
Data Analysis
Data analysis is the procedure of efficiently applying measurable and sensible systems to
portray,
consolidate and recap and assess information. This is one of the important elements of a
research
paper. I tried to collect both quantitative data and qualitative data. Due to time constraint,
Google
forms was used to collect and analyze the data on online platform. They have a powerful
database system and tool that can make charts and automatically make the analysis. It was
handy
for analyzing data. Google forms made my job bit easier. These tools were suited in my
research
as it was a descriptive research. Besides, it worked fine in exporting Google forms data to MS
Excel. I did not have to input the data again. It was all done by Google forms analysis tools.
After exporting, MS excel was used because it is widely used and also has enough functions
for
sorting, filtering, removing duplicates, formulas for totals, percentage etc.
Findings and Impact Analysis
This part will be talking about the data obtained from primary research and how the results of
the
data collection related to the research objective. The data obtained from different respondents
have
been analyzed using Microsoft Excel to conduct a percentage analysis to determine different
social
media user preference. The percentage scores reveal the current social media status on the role
over
conventional media and it may provide valuable insights that are open for interpretation in
various
ways. In the following section, the data analysis is presented using different graphical tools
such as
pie charts, bar charts etc. to demonstrate the findings of this research process. This survey
findings
and analysis is described below with graphical illustration-

On the very first question of the instrument was, their gender. From this question, it was found
out which part of the sample size in terms of gender is using digital or social media the most.
From the study, it was found there was 74% male and 26% female respondents. This givens an
interpretation that males are the huge number of users of digital media whether females are less
part of the digital media user. The pie chart on figure 3.1 illustrates the first question responses.
The second question was, whether they uses social media on a daily basis. Interestingly, 100%
of the
sample size responded “YES” towards the question’s answer. This gives an interpretation that,
in
Bangladesh, the number of internet users has increased which is impacting the digital media
lot. At
the end of February, 2017, there was 67.245 million internet subscribers according to
Bangladesh
Telecommunication Regulatory Commission (BRTC) which means, yearly growth of internet
subscriber in Bangladesh is 37%. So it can be said that, with this huge growth rate,
Bangladesh’s
digital market has a huge opportunity which may help the conventional marketing process
using
different digital tools. Figure 3.2 illustrates the second question’s responses which is 100% on
“YES”
which means 100 of the sample size uses social media on a daily basis.
On the third question, the respondents were asked which social media they uses the most. From
the figure 3.3, it was found that, most of the samples that is 83% uses Facebook on a daily
basis,
Twitter with 5% response rate is in 2nd position. LinkedIn with 4% response rate is in third
position and Google+ with 4% response rate is in 4th position. Advertisement that go as
insertions in different newspapers are now posed in different digital media sites which helps
different brands to promote their products or services effectively which great reach. During
working at Asiatic Mindshare LTD as an intern, I saw many advertisements which were gone
for
print media were posted in social media sites especially in Facebook which gave an instant
review on those advertisements. According to this figure, it can be said that with huge user
base
of Facebook, brand should go for Facebook in terms of digital media.
The forth question was about the respondent profession. This question asked to know which
profession group is actually using digital media much. Figure 3.4 shows that 76% of sample
are students, 8% are full time job holder, 3% are part time job holders, 1% are freelancer and
12% are
Entrepreneur. Here student holds 76% of usage share. Youth and students are the biggest target
group
of different product now-a-days in the world. According to Edwards, S. (2015), there are about
1.8
billion young people between the ages of 10 and 24. For this huge number of young population,
brands are designing youth-based products and services. So, to integrate the conventional
marketing
process, brands are giving higher importance on digital media based marketing campaigns
which
finally is driving to sales. Digital marketing communication is helping the brands get connected
to
young people and thus doing a great role over conventional marketing.
A multiple choice close ended question was asked in the fifth question to learn from the sample
why they use social media. 21% of the sample responded for Entertainment, 70% responded
for
communication with friends, 5% responded for business communication, and 4% responded

for
knowing different brands. For different purpose, peoples uses social media. Here
communication
with friends got the highest response, so from here, it can be said that, people uses social media
to connect with their near and dear ones. Emotional appeal has become one of the greatest
appeals in making advertisement and in brand promotion. Advertisers today are using
emotional
and rational both appeals to make the advertisement or brand communication more in a friends
and family way. For instance, Airtel Bangladesh’s one of the campaigns “Bondhu chara life
impossible” clearly is showing that friends are the closest people a person can have, so they
are
targeting the youth who actually can pass more time with friends while using their product or
service. So, from the marketer point of view, the brand is reaching the customer and which
creates brand awareness which may make positive or negative word of mouth by the young
consumers or customers and from the customer point of view, as the analysis says, 4% of the
sample want to know about different brands, in digital media, they actually get to know about
the
brand with more information with entertainment for which they actually get some discussion
topic. Business communication is one of the other important part of social media, 5% of the
sample uses social media to do their business communication which means they are getting a
great opportunity to reach their clients while getting social with them.
The sixth question to the respondent was to know, whether digital marketing is trustworthy for
buying or selling products or services or not. From the analysis shown in figure 3.6, it was
found
20% of the sample strongly agrees to the statement, 55% agrees to the statement, 15% are not
sure about the statement, 5% and 5% disagrees and strongly disagrees to the statement
respectively. This question was asked to know whether people have trust in the digital media
while doing transaction or buying products and services. From the analysis, it can be said that
75% of the sample agrees to the statement which is a great percentage, providing that digital
marketing is trustworthy in making transaction and buying products or services. The survey
was
done on the Bangladeshi market, the term E-shopping or E-commerce is still new and
developing
in Bangladesh with huge potential. Here is the interesting part, only 8% disagrees that digital
marketing ecosystem is not trustworthy which is very less The seventh question to the
respondents was to know, whether Digital Marketing plays an
important role in today's product or service selling or not. As the survey was a done on the
Undergraduate, Graduate level students and other professionals, I wanted to know whether they
think digital marketing communication plays an important role in today’s product or service
selling. From the analysis shown in figure 3.7, 39% of the sample strongly agrees, 51.5%
agrees,
8.1% are not sure and 1% disagrees with the statement which gives a clear scenario that, 90.9%
people agrees about the statement which proves that digital marketing plays a very vital role in
today’s product or service selling. Nowadays, small to large businesses have started going
digital
which means they have a presence in the digital world. Digital media has made the
conventional
media reach easily because sometimes digital media switches people to conventional media.
When people come under the digital network, they come to know detail about the
communication the marketer is actually trying to give.

The eighth question to the respondents was to know, what they think of the statement, Digital
Media is an easy & effective way to give feedback to different product/services. According to
the
analysis shown in Figure 3.8, the data can be interpreted that, 94.9% says ‘Yes” and 5.1% says
“No”. In conventional marketing communication, giving feedback on products or services is
really not that easy, but when a brand has simply an email address or a Facebook social media
page, any customer or consumer can actually make a feedback which is easy. When the
customer
responses and the brand, through their digital media replies back, it creates an effective
communication. So, according to the data found through the survey, 94.9% of the sample
agrees
towards the easy and effective feedback providing option in digital media is proved.
On the ninth question, the respondents were asked to know their thought on the statement that,
getting new product launching information through digital media than a conventional media is
more informative and effective. From the analysis illustrated in Figure 3.9, the responses on
the
statement are, 34% strongly agrees, 53% agrees, 8% are not sure and 5% disagrees. Again, here
majority 87% agrees and strongly agrees that new product launching information through
digital
media is more informative and effective than other conventional media. So, digital platform is
the best place to get more informative and effective data before the launch of the product than
conventional marketing platforms but digital media actually helps the conventional media to
get
attention.
28
Figure: 3.10
On the Tenth question, the respondents were asked to give their feedback, what they think
about
getting more information about the brands through Social Media than other conventional
communication (TV, Newspaper, Billboard, and Radio). Social media, a part of digital media
communication has become really a great source of information nowadays. To make a buying
decision and even a final buying decision, customers now visit different social media sites to
get
insights on the products or services they are going to buy because so many users of the brands
are also there to talk with them. From the analysis shown in figure 3.10, it was found that 39%
strongly agrees, 49% agrees, 5% are not sure and 5% disagrees that social media helps to get
more information on brands than other conventional communication. So, from the analysis, it
can
be interpreted that, social media helps to get more information on brands than any other
conventional media.
29
Key Findings
Digital marketing communication has helped both the businesses and customers from different
aspects. In digital marketing communication, people can meet their actual data hunger where
conventional media is a teaser. Both are interconnected as both help people get a message and
here is the beauty of marketing. Nowadays, marketing departments are becoming Marketing
and
Communication department. According to the findings and analysis in the previous part, some
key findings of the study are given below-
1. Male are the main users of digital media. From my experience at Asiatic Mindshare LTD
while managing Facebook pages of Symphony and Helio, I had the opportunity to analyze
the fan-base where I had seen the same. The percentage of the male is higher than females in
social media. Due to non-disclosure issues, I cannot give much information.
2. Social Media user base has been increased in Bangladesh. Cheap Mobile phones and
Smartphone are the keys to increasing this number. Again, Students and young
generation is the huge number of the user-base of Bangladeshi Social Media users.
3. Online advertisement is really important in promoting business nowadays.
4. Digital Media helps conventional media to reach more effectively.
5. Privacy issues are really important while doing e-commerce.
30
Recommendation and Conclusion
Recommendation
According to the analysis and findings, there are some recommendation for the marketers based
on the study-
Marketers should do something that can make the female users encouraged to use digital
media which may increase the number of the female user base in Bangladesh.
The businesses that are still thinking of doing only conventional marketing should start
investing in digital media and make their communications more effective.
Whoever doing businesses especially online shopping related businesses should take
some important measures to make customer information secure and give a good customer
experience. Customer’s Privacy and customer experience should be the concern of all
marketers.
Digital marketing communication is not so costly than any other media but content
management in digital marketing communication is really very important. So marketers
should give more emphasize on content management and integrate that with conventional
media and invest effectively both in digital and conventional media.
According to a research by Nielsen, the reason of brands failing today is because of low
budget allocated for digital media communications, digital media communication gets on
an average only 1.2 % of the total communication and promotion budget. So, brands
should go digital and increase the digital marketing communication budget
31
Limitation
During the three months’ internship period, so many obstacles came in. Some of the limitations
in making the report are following-
In collecting primary data, it is really hard to get correct information from people as they
might not feel comfortable or provide their false feeling.
To observe the whole corporation activities and come up with a fruitful result requires the
huge amount of time, so the time limit is another crucial limitation of this study.
The internship proposal is conducted based on several secondary data which were rather
inefficient or unreliable.
Due to confidentiality clauses within the organization, it was not possible to gather some
more information that could make the report much greater from all aspects.
32
Conclusion
Working in a multinational advertising agency like Asiatic Mindshare LTD was one of my
dreams
when I was an undergraduate level student. I am so happy that I could complete the last phase
of my
undergraduate life working in such an advertising agency. For a young blood like me working
with
the creative minds and professionals definitely was a great experience for me. The office and
people
there were great like home. We used to have fun, work lately with high encouragement because
we
felt like, we are working not only for the client but also for the nation and its people. Every
communication counts. 360-degree communication is done by Asiatic Mindshare LTD, though
3
months attachments is not enough for a person to learn all those, the relationships made there
is a
lifetime asset who are still with me helping learn so many things. It was a great journey working
with
so many local and international brands which conclude that it has been a great learning
opportunity
for me. This has been a great learning experience for my career. The project in this report is
done
based on the digital vs. conventional marketers’ arguments. Both the conventional and digital
marketing communication is highly important to uplift brand awareness and brand

performance.
Digital marketing communication is essential to make today’s brands successful and reach not
only
locally but also internationally. Again, this report is done with a lot of limitations and obstacles.
Thanks to so many people who helped me doing this report.
33
Reference
1. Mindshare World official website: http://www.mindshareworld.com/
2. Mindshare Facebook page: https://www.facebook.com/Mindshare/
3. Asiatic Mindshare website: http://www.asiatic360.net/mindshare/
4. Symphony mobile Facebook page: https://www.facebook.com/symphonymobile/
5. Helio mobile Facebook page: https://www.facebook.com/heliomobile/
6. Bangladesh Telecommunication Regulatory Commission (2017, February). Internet
Subscribers in Bangladesh: http://www.btrc.gov.bd/content/internet-subscribers-

bangladesh-february-2017
7. https://en.wikipedia.org/wiki/Digital_marketing
8. http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-
development/10-reasons-for-digital-marketing-strategy/ percentage but marketers should

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Project Report

(Project Semester Jan-June 2018)

“An analysis on DIGITAL MARKETING COMMUNICATION ”

Under the Guidance of

Designation: Assistant Professor Designation: Senior Manager

JECRC UNIVERSITY, JAIPUR

January to June, 2018

Signature & Seal of

SUNITA SHARMA Himanshu Ghiya

ASSISTANT PROFESSOR SENIOR MANAGER

Faculty Internship Guide “C BETTER’’

Chapter1: Introduction to Digital Marketing 1-10

1.3 Functions of Digital marketing 8

Chapter2: Introduction About the Company 11-29

Chapter3: Research Methodology 30-33

Chapter4: Data Analysis and Interpretation 34-47

Chapter5: Conclusion and Finding 48-49

INTRODUCTION TO DIGITAL MARKETING

1.1 DIGITAL MARKETING COMMUNICATION

2 Digital marketing communication is directed to profiled targets, which are active

1.2 NECESSITY OF DIGITAL MRKETING

(1) Strategize with The Valuable Data and Analytics

INTRODUCTION ABOUT THE COMPANY

Mindshare relates generally to the development of consumer awareness or popularity, and is

Overview of the data collected and use

This report will be based both on primary and secondary data-

Responses from 100 samples were collected through the survey.

- Asiatic Mindshare Ltd. Internal documents and publications.

- Newspaper, Journals, Articles and Websites.

- Social Network sites

- Several others report

- And other sources

sorting, filtering, removing duplicates, formulas for totals, percentage etc.

Findings and Impact Analysis

and analysis is described below with graphical illustration-

Telecommunication Regulatory Commission (BRTC) which means, yearly growth of internet

of Facebook, brand should go for Facebook in terms of digital media.

communication with friends, 5% responded for business communication, and 4% responded

communication the marketer is actually trying to give.

“No”. In conventional marketing communication, giving feedback on products or services is

key findings of the study are given below-

social media. Due to non-disclosure issues, I cannot give much information.

3. Online advertisement is really important in promoting business nowadays.

4. Digital Media helps conventional media to reach more effectively.

5. Privacy issues are really important while doing e-commerce.

Recommendation and Conclusion

investing in digital media and make their communications more effective.

management in digital marketing communication is really very important. So marketers

media and invest effectively both in digital and conventional media.

should go digital and increase the digital marketing communication budget

might not feel comfortable or provide their false feeling.

marketing communication is highly important to uplift brand awareness and brand

Thanks to so many people who helped me doing this report.

1. Mindshare World official website: http://www.mindshareworld.com/

2. Mindshare Facebook page: https://www.facebook.com/Mindshare/

3. Asiatic Mindshare website: http://www.asiatic360.net/mindshare/

4. Symphony mobile Facebook page: https://www.facebook.com/symphonymobile/

5. Helio mobile Facebook page: https://www.facebook.com/heliomobile/

6. Bangladesh Telecommunication Regulatory Commission (2017, February). Internet

Subscribers in Bangladesh: http://www.btrc.gov.bd/content/internet-subscribers-

development/10-reasons-for-digital-marketing-strategy/ percentage but marketers should

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