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Nilesh Shinde Dissertation Report
Nilesh Shinde Dissertation Report
2051801456
A PROJECT REPORT
ON
SUBMITTED TO
SUBMITTED BY
NILESH SHINDE
MARATHWADA MITRA
MANDAL’S
2018-2020
.
1
.
DECLARATION
I am Nilesh Shinde, hereby declare that this Project Report entitled with “A
STUDY OF THE SCOPE OF DIGITAL MARKETING”.
Place: Pune
.
ACKNOWLEDGEMENT
I would like to add a few words of appreciation for the people who have been
a part of this project right from its inception. I have taken efforts in this
project. However, it would not have being possible without the kind support
and help of many individuals and organization. I would like to extend my
sincere thank to all of them.
Nilesh Shinde
.
INDEX
5 Findings 34
7 Conclusion 37
8 Recommendations/ Suggestions 39
9 Bibliography 43
5
EXECUTIVE SUMMARY
Analytical research methodology has been used for the given study. The
objective of research is to know the procedure of Digital payment benefits the
area of study is Kharadi. Since the research carried out for this project is
descriptive in nature, the various documents and official files would require for
understanding the methodology used by the banks, vendor, and customer. The
data collection is done by one-to-one interactions with bank officials, vendor,
customer & direct observations. At the same time, related articles, newspapers,
magazines, in-house journals, etc were referred. The information on the project
under consideration is obtained by the bank officials, vendor, andcustomer.
In this project Comparison among the Digital payment is done that is Digital
wallet v/s Plastic money like – PAYTM, JIO MONEY, AIRTEL
MONEY, DEBIT CARD, and CREDIT CARD
These DIGITAL INSTRUMENTS are the part of our study
In this project I also found that Digital payments are far cheaper than the
traditional method and also provide fraud protection and have worldwide
acceptance and they are good for online transaction. In this project my
limitation is that research is based on the data provided by customer and
vendor and the company statements provided on internet website and the time
period was very less and research was only based on one place that is
kharadi. At last I conclude by saying that digital payment made human life
convenient as a person can pay his payments online.
.
1. INTRODUCTION .
INTRODUCTION
1
first step when we talk about the introduction to Digital Marketing-
Traditional Marketing
10
Campaign in Traditional marketing takes more time as designing, preparing, and
launching are involved.
Digital Marketing
SEO can be understood as the process of optimizing the structure, design, and
content of your website so the Search engines can index them accurately and
position sites in the top results of SERPs. SEO also incorporates different
promotional activities that boost search engine ranking of your site.
.
How does Search Engine Work?
Generally, most of the Search engine does- Spiders or Web Crawling, Indexing
& Displaying.
Spiders & Crawlers: In this, spiders crawl over the web for searching the content.
Once spiders finish the scanning process, they copy the searched content to store
that in a search engines database. Web crawlers collect following information from
webpage-
introduction to digital
Website Title
Meta Tag
Information Web
Page Content
Indexing: Search engines crawl and index the content of different web pages
and additionally, they keep track of all those relevant pages in keyword-based
indices. To determine ranking, search engine looks into the content of the page,
Page URL, Page Title, Domain Age, Topicality, Domain Trust, Social Signals,
Number and relevance of external pointing links to the page and other factor
Displaying: This is the last step in how search engine works and it involves
retrieving of the best-matched results for the search queries and then displaying
of the search result to the visitor.
Introduction to digital marketing PDF emphasizes that keywords play the most
.
important role in SEO, as its right use is the key to successful SEO. It is what a
user enters on the search bar to find specific information. Different important
terms
associated with Keywords
More keywords can even get you penalized for “spamming “or keyword stuffing
and that is why having keyword density from SEO point of view becomes
mandatory. For best result, you need to have keyword density around 3-7% for
the major and 1-2 % for minor keywords.
Keywords in URL
- You need to know that first word is best position for keyword in URL
Social Media Marketing aids an online business get direct feedback from their
customer on different social websites like Twitter, Instagram, Facebook,
LinkedIn, MySpace, Instagram, YouTube, etc.The success of a social media
marketing campaign is based
.
on “Personal” interactions between the user and
Facebook includes most powerful social media marketing features that allow
marketers provide videos, photos, longer description option and testimonials
on their Facebook page for others to see.Marketers can make a group or join
a group of their liking on Fb and ask questions or give answers related to
topics associated with your kinds of businesses.There are automated
scheduling tools available to automate Facebook Marketing, which makes it
one of the most quantifiable SMM channels incorporated in most of the
basics of digital marketing e-guides.
Twitter Marketing
Twitter marketing is one of the best ways to reach out new customers without
invading their privacy.
Twitter is actually a micro blogging service that lets marketers send and receive
messages.
You can also create your personal page in twitter, upload your site and share
information regarding your business on Twitter.
LinkedIn Marketing
Google+ Marketing
Google Plus offers a variety of social media marketing features that are
considered essential to know while going through the basics of Digital
Marketing
Sparks: Lets marketers specify their area of interest every time they logged in
Plus One: It is similar to Facebook’s ‘like button’ through which you can
express your opinion about any particular product or service
Video Chat and Huddles: Helps you solve all the queries by using video chat
facility that can be used to channelize live customer interactions while
huddles allow marketers to conduct groupchats.
Video Promotion
Video promotions are amongst the quickest ways to reach your prospects.
Visual effect creates more powerful impact on customer than print or digital
text.
Online Paid Advertising, Pay per click advertising or PPC is another important
digital marketing channel that you need to understand while going through
introduction to digital marketing. In paid advertising, you need to pay each time
a user clicks on your Ad. You need to pay according to your bid amount and one
of the most popular pay per click programs is GoogleAdWords.
Google AdWords
Learning from your competitors’ Ad copy before you make your own AdWords
campaign
Facebook Ads
Facebook offers its users the unique facility of paid advertising to advertise
their product or services on Facebook. Facebook offers different options like
Click to Website, Page Post Engagement, Website Conversion, Page Likes
kinds of Paid Advertising options
Twitter Ads
Marketers can directly implement Twitter ads right into the timeline of Twitter
that lets ads inherently fit in, and hence do not distract the viewer’s
experience.Twitter is considered incredibly competent through its promoting
Ads and product. Some of the
.
noticeable Twitter Ads are-
call button
Twitter Cards
Email marketing is one of the most pervasive and effective strategies to reach
optimum users with least expenses. It is a type of direct marketing that
utilizes email as a method for correspondence. Email marketing is a
proficient approach to remain associated with the customers and in the
meantime advancing your business and services. With email marketing,
marketers can likewise track how much percentage of individuals has
demonstrated enthusiasm for your item or administration. Proficient email
marketing is considered as a superior approach for well-organized digital
marketing campaigns. Here are a few advantages for email marketing-
Web Analytics
Different Web analytics tools can be used to measure whether your site
page is working effectively or not.
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2. OBJECTIVE OF THE PROJECT
.
OBJECTIVE
Surveys your audience to validate your product and its application in long
run
SCOPE
In today’s world of internet, Digital Marketing is the only one and most
guaranteed way of marketing, which is popularly being the most preferred
space for marketing communications and related interactions.The future of
marketing is way beyond the traditional marketing and now, marketing is
majorlybased on the Digital Sphere.
The scope of Digital Marketing provides some of the most powerful
techniques of marketing where traditional modes of marketing fail.The
great panjandrum on Digital Marketing over industrialists is to empower
them and to optimize their start-ups in the quickest possible and most cost-
.
20
effective fashion. Future of digital marketing is going to be more
21
encompassing in 2018. Undoubtedly,
it is an undeniable fact that there is a great scope in digital marketing
The role of this area of marketing is to understanding the target audience for
each social media segment and work on realizing their motivators, and needs.
This is because they will need to work on advertising campaigns that are
linked to social media, and hence ensure that the right audience is reached
through those.
Digital marketing also involves developing, implementing and
managing brand awareness of the organization and its products and
services, in the digital space. Brand awareness followed by association
is critical for achievement of business results. This can happen only
through a focused digital media approach where the brand values are
demonstrated in a series of innovative ways.
In 2019 brands will involve in telling the digital stories that define the
company. These could be internal stories that reflect its culture and
hence share the employer brand it is. Or they could be external stories
from client that share how the organization is a true partner for them.
The idea is to ensure appropriate messaging through the digital space
so that it is used optimally.
Also, marketing experts are known as creative geniuses but not great project
managers and lag there, they fail to deliver successful projects on marketing.
So, here are some ways through which your project will definitely be a success.
.
The concept of Digital Marketing is very broad. It brings together all forms of
marketing, operating through electronic devices (i.e. online, on mobile and on-
screen). Have a glance at some ofthe most common digital marketing types used
these days
Email marketing:
Being one of the earliest forms of digital marketing, it includes delivering
personalized or targeted messages at the correct time. For example, brands
like Amazon, Flipkart, etc. deliver emails that are tailored to meet the
user’s requirement.
Social Media:
Online Advertising:
Viral marketing:
Cost
There are a few variations in the cost of traditional marketing and digital
marketing. As business advertisements on TV and radio, print ads in daily
newspapers and magazines and other such media ads cost a lot while online
social media ads are very affordable. Along these lines, traditional marketing
spends an enormous cost to hold the advertisement running under the plan.
Internet marketing can likewise cost, however, there are several Digital
marketing techniques that are free.
Ongoing result
Telemarketing
Websites
Social networkingsites
Content marketing
Banner Ads
Google Ads
Online videomarketing.
.
Cost-effective strategies for marketing
Remarkable visitorsachieve
Easy Analytics
You can quickly see which technique is performing and which isn't via Google
Analytics, other than different things too, for example, basic trend, incoming
traffic, transformation rate, interest visitors, bounce rate and benefit.
Tracking
Digital marketing benefits businesses of all sizes by giving access to the mass
.
market at an affordable price. Unlike TV or print advertising, it allows truly
personalized marketing. The main advantage of digital marketing is that a
targeted audience can be
reached in a cost-effective and measurable way.
Digital Marketing Importance- Helps you Generate Better Revenues. Along with
better conversion rates created by successful digital marketing strategies, Digital
Marketing also ensures great revenues. It conveys heaps of gainful advantages
for you and your business appreciates better and higher incomes.
Extremely lowrisk
Increased interactivity
Boundless universalaccessibility
.
Disadvantages of digital marketing:
Before you start working on the digital marketing area, you should know
about its limitations also. Otherwise, you may regret afterward. So, before
you work on digital marketing, you should well aware of its limitations also.
The limitations are:
Dependability ontechnology
Security, privacyissues
.
.LITERATURE
REVIEW
30
LITERATURE REVIEW
Thus, the sector had observed a longing for quality higher education both
among the rustic and the urban population (Abbas, 2014). Higher education, as a
part of the service industry, is based on the human resources and it necessitates
an effective and efficient delivery of services to its clients(Brown & Oplatka,
2007) (Mazzarol & Soutar, 1999). Marketing communications represent the
"voice" of the various services and the branding of a business organization which
enables to build a strong alliance with its clients (Kotler et al, 2012). With the
emergence of digital communication and high-level technologies, organizational
changes and new developments are being accelerated to a next level. century
witnesses the growing demand for learning along with the technical advances
which are in fact, a critical point for challenging the presiding assumptions and
characteristics of existing traditionally organized universities and institutes. The
combination of demand, along with costs and application of content and new
.
technologies has opened the door to emerging competitors and organizations to
compete directly with traditional universities and institutes for aspiring students
and learners. (Hanna, 1998)
The literature review on digital marketing shows that considerable work has
been done on digital marketing in various countries but the study factors
impacting digital marketing in the education sector in West Bengal is scarce.
Digitalization has replaced the traditional retail shopping to a remarkable extent.
Consumers nowadays browse the internet to know about various products and
services offered which is less time to consume andcost-effective.
.
4 .RESEARCHMETHODOLOGY
.
RESEARCH METHODOLOGY
TITLE OF STUDY: “IMPORTANCE CASHLESS MEDIA”
Research methodology:-
Analytical research and descriptive methodology has been used for the
given study. The objective of research is to know the procedure of Digital
payment benefits the area of study is Kharadi pune.
Data Collection:-
Every project requires research to be carried out in order to get collective data
which in turn helps us to better understand the methodology used by the Bank
therefore resulting in better planning & implementation of the same and
progress of the bank. The technique of Data Collection for this particular
project is as follows:
Data collected specifically for the study the process of Digital payment:
Digital wallet v/s Plastic money. Since the research carried out for this project
is descriptive in nature, the various documents and official files would require
for understanding the methodology used by the banks, vendor, and customer.
The data collection is done by one-to-one interactions with bank officials,
vendor, customer & direct observations. At the same time, related articles,
newspapers, magazines, in- house journals, etc were referred. The
information on the project under consideration is obtained by the bank
officials, vendor, and customer.
A. Primary Data:-
B. Secondary Data:-
Compare among the Digital payment: Digital wallet v/s Plastic money like –
PAYTM,
JIO MONEY,
AIRTEL MONEY,
DEBIT CARD,
.
5. FINDINGS
.
5.1 FINDINGS
OVERALL FINDING
Digital payments are far cheaper than the traditional method of mailing
out paper invoice and then processing payment received.
protection. Digitalpaymenthave
.
6 .LIMITATION OF THE PROJECT
Limitations Of DigitalMarketing:
1.Lack of face to
be obstructive
4.Weakertrustlargenumberof
scams
.
CONCLUSION
.
CONCLUSION
Madehumanlifeconvenientasapersoncanpayhispayments onlinewhile
he is taking rest.
40
.
SUGGESTION
SUGGESTION
While B2C marketing teams traditionally take the approach of casting a wide net
and hoping for the best, advances in big data and machine learning have made it
possible to dig deeper and impact conversion rates on an individual level. By
targeting specific demographics and audience segments with certain types of
content, incentives, or product recommendations, marketers can go further in
pushing the customer’s decision toward apurchase.
This mindset also applies to tools and solutions. When navigating the purchasing
process, marketers should make sure the solutions are positioned to help the
team succeed in the long run, not just solve short-term problems. While it’s not
critical to have every detail of a multi-year strategy ironed out, it is a good idea
to have a plan for growth and an understanding for how a tool will help make
that plan a reality.With technology changing at an exponential pace, there will
always be ideas and trends that are ‘in’ or ‘the hot new thing’ in the industry.
Marketers should take care to understand where the brand best stands to benefit
from these trends before making any decisions that could impact long-term
growth or revenue.
Digital marketers may be thinking, “What does customer service have to do with
me?” Although it’s sometimes easy to forget, every single interaction a customer
has with a brand impacts their opinion of that brand, and is thus considered
.
‘customer service’.
This is even more important for digital companies that must repeat brand-
conscious customer service tactics across multiple platforms and channels.
This is a critical component of achieving success with omni channel
marketing, which means ensuring a single customer has a seamless,
integrated buying experience, no matter the platform or channel.
Even though the concept of customer service may feel like a more fundamental
concern for brick-and-mortar stores than online retailers, many of today’s brands
have shown the importance of stellar service in e-commerce experiences. Digital
marketers play a key role in establishing a customer-centric reputation for the
brand. Whether this is through personalized emails, welcome pages, or
customized product recommendations, that personal touch can make a huge
difference in the eyes of the customer. In fact, 56% of customers are more likely
to buy from a brand that recognizes them by name. Consumers expect
personalization because they expect superior customer service.
Creating the ultimate buying journey for customers also means optimizing
their online and mobile shopping experiences. As shopping moves online,
and online shopping moves to mobile, brands must make sure their sites
render well, are consistent with brand guidelines, and make it simple for
shoppers to find what they’re looking for. After all, the smoother the buying
journey, the higher the likelihood of a conversion.
.
BIBLIOGRAPHY
.
.
BIBLIOGRAPHY
http://cashlessindia.gov.in/digital_payment
https://en.wikipedia.org/wiki/E-commerce_payment_system
https://www.jio.com/en-in/apps/jio-money
https://paytm.com/paytmwallet
.
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