Summer Internship Project Report

On 

“Digital Marketing Specialist”

Submitted for the partial fulfilment towards the award of the

degree in Master of Business Administration of Dr. A.P.J Abdul
Kalam Technical University, Lucknow 

Submitted by: Amrit Tomar

ROLL NO-2101330700022

Batch: MBA 2021-23

Under the supervision of

Mrs. Simran Kaur.

School of Management

Noida Institute of Engineering and Technology (NIET)

(AN AUTONOMOUS INSTITUTE)
Affiliated to DR. A.P.J. Abdul Kalam Technical University, U.P, Lucknow ,
Plot No .19 Knowledge Park II, Greater Noida, Gautam Buddha Nagar,
(UP), India 201306
 CERTIFICATE ISSUED BY ORGANISATION

Aug 1, 2022

Internship Offer with DRIM Pvt Ltd.

Amrit Tomar,
9634113070
Pan Card- BIPPT7551K

Dear Amrit,

I am delighted & excited to welcome you to DRIM as a Digital Marketing Specialist Intern. At
DRIM, we believe that our team is our biggest strength and we take pride in hiring only the
best and the brightest. We are confident that you would play a significant role in the overall
success of the venture and wish you the most enjoyable, learning packed and truly
meaningful internship experience with RAS.

Your internship will be governed by the terms and conditions presented in the
Annexure A.

We look forward to you joining us. Please do not hesitate to call us for any information you
may need. Also, please sign the duplicate of this offer as your acceptance and forward the
same to us.

YULIA Digitally signed by YULIA

ASLAMOVA ASLAMOVA
Date: 2022.08.29 16:04:05
Warm Regards +05'30'

Deepti Mathur
 Annexure A
You shall be governed by the following terms and condition of service during
your internship with DRIM, and those may be amended from time to time.

1. You are being hired as a Digital Marketing Specialist Intern and I would be
your Reporting Manager and Mentor during the internship. As a Digital
Marketing Specialist Intern, you would be responsible for tasks and
responsibilities articulated in our internship posted on Social media.
2. Your date of joining is on or before 1st Aug 2022 and the duration of the
internship would be 30 days. During this time, you are expected to devote your
time and efforts solely to DRIM work. You are also required to let your mentor
know about forthcoming events (if there are any) in advance so that your work
can be planned accordingly.

3. You will be working remotely in our guidance for the duration of the
internship. There will be catch ups scheduled with your mentor to discuss
work progress and overall internship experience at regular intervals.
4. All the work that you will produce at or in relation to DRIM will be the
intellectual property of DRIM. You are not allowed to store, copy, sell, share,
and distribute it to a third party under any circumstances. Similarly, you are
expected to refrain from talking about your work in public domains (both
online such as blogging, social networking site and offline among your friends,
college etc.) without prior discussion and approval with your mentor.

5. We take data privacy and security very seriously and to maintain

confidentiality of any students, customers, clients, and companies’ data and
contact details that you may get access to during your internship will be your
responsibility. DRIM operates on zero tolerance principle with regard to any
breach of data security guidelines. At the completion of the internship, you are
expected to hand over all DRIM work/data stored on your Personal Computer
to your mentor and delete the same from your machine
6. During the appointment period you shall not engage yourselves directly or
indirectly or in any capacity in any other organization (other than your college). In
the event of breach of this condition, this appointment is liable to be terminated
forthwith by the company. In addition, you shall be liable to pay liquidated
damages to the Company of an extent estimated by the Company.

7. Under normal circumstances either the company or you may terminate this
association by providing a notice of 7 days without assigning any reason. However,
the company may terminate this agreement forth with under situations of in-
disciplinary behaviors.
8. You are expected to conduct yourself with utmost professionalism in dealing
with your mentor, team members, colleagues, clients and customers and treat
everyone with due respect.

9. DRIM is a startup and we love people who like to go beyond the normal call of the
duty and can think out of the box. Surprise us with your passion, intelligence,
creativity and hard work – and expect appreciation & rewards to follow.
10. Expect constant and continuous objective feedback from your mentor and other
team members and we encourage you to ask for and provide feedback at every
possible opportunity. It’s your right to receive and give feedback – this is the
ONLY way we all can continuously push ourselves to do better.

11. Have fun at what you do and do the right thing – both the principles are core
of what DRIM stands for and we expect you to imbibe them in your day-to-
day actions and continuously challenge us if we are falling short of
expectations on either of them.

12. You will be provided a consolidated as stipend of Rs 5,000.All the office related
expenses (phone calls, Internet etc., if any) would be reimbursed on actual basis.
If you leave before one month, Stipend shall not be paid and if you leave before 3
months, we shall not provide an internship certificate.

I have negotiated, agreed, read and understood all the terms and conditions of this
Internship letter as well as Annexure here to and affix my signature in complete
acceptance of the terms of the letter.

Date: Signature:
Place: Name:
 DECLARATION

I Amrit Tomar hereby declare that project entitled “Digital Marketing

Specialist” is a record of original work done by me. The findings and

conclusions of this project report are based on my study and experience, and

are conducted under the guidance of Mrs. Simran Kaur.

I also declare that this project is result of my effort and the report is

submitted in partial fulfillment of the requirements of MBA program of

Noida Institute of Engineering and Technology, Greater Noida and it is not

being submitted to any other institution for award of a degree or any personal

favor. All details stated above and analysis provided in the report is and hold

the best of my knowledge and belief.

_____

(MBA-3rd SEM.)

Amrit Tomar

(Signature of the Student)

 ACKNOWLEDGEMENT

I take this opportunity to thank Laxmipriya for giving me the opportunity to

work for this project and I would like to express my sincere thanks to Hema

Jagmalini who helped, inspired and mentored me and without their help this

project report would not have taken its current shape. Under their brilliant

untiring guidance, I could complete the project being undertaken on the

“DRIM” successfully in time. Their meticulous attention and invaluable

suggestions have helped me in simplifying the problem involved in the work.

I would also like to thank the overwhelming support of all the people who

gave me an opportunity to learn and gain knowledge about the various

aspects of the industry.

I once again express my heartfelt in deftness to all-aforesaid. Any omission

or error in acknowledgment is inadvertent. For such oversights and lapses, I

tender unconditional apology.

TABLE OF CONTENT

1. Introduction of the topic

1.1 Introduction
1.2 Objective of the study
1.3 Need and scope of the study
1.4 Limitations of the study
2. Company profile
2.1 History of the company
3. Research methodology
3.1 Research Design
3.2 Sample size
3.3 Statistical tool used
4. Data analysis and interpretation
4.1 Data Analysis
4.2 Data Interpretation
5. Conclusion
5.1 Findings
5.2 Recommendations
5.3 Learnings in the study
5.4 Managerial Implication of the study
5.5 Societal implication of the study
 Introduction of the topic

The first step in our introduction to digital marketing is to determine what it is

exactly. Essentially, it’s a term used to describe any marketing efforts that take place
on the internet or on a digital device. There are many different channels that
businesses use to entice customers into buying their products and services.
As we’ll see, there are many elements that go into digital marketing, as well as a host
of different devices businesses can market on. It’s a practice that goes from the
subtle to the obvious, and it often takes a variety of specializations working together
to be effective.
Why digital marketing is important
There are many stats that highlight the importance of digital marketing. With global
ecommerce sales expected to reach $4.5 trillion by 2021, it’s clear that there’s
significant potential for online promotional activity. What’s more, 51% of shoppers
research their purchases on Google before making them.
With around 4.5 billion internet users worldwide, digital marketing gives businesses
the chance to reach people on platforms where they spend a lot of time and money.
It also gives smaller companies an opportunity to compete with their huge rivals,
allowing them to use data and insights to target customers.
We’ve also seen how vital online shopping is in the first half of 2020. At the peak of
the COVID-19 lockdown in the UK, online orders were up 200% compared to the
previous year. For all kinds of companies, digital marketing and the sales it generated
were a lifeline when stores were closed

Objective of the study

OBJECTIVES
Let’s see the main objectives of digital marketing:
Brand Awareness
Lead Generation
Promotion for new products & services
Target Customers
Retaining Old customers
Increase Sales/Profit
Expand Market
More Website Traffic
Improve User Experience
Improve conversions
Less Costly

RATIONALE RESEARCH
DRIM is an online influencer marketing agency based in India and with offices in Brazil
and Mexico. We work with thousands of influencers across +10 social media
platforms and along various industries to promote your brand or product. No matter
how big, small, precise or hidden your business niche is: we have the influencer that
is specialized in your specific audience. Our team consists of an international team of
experts in online marketing, influencer marketing and data analytics. We have
designed our influencer marketing platform to help you identify the greatest
influencers according to your needs and budget in a matter of minutes. Click here to
know more about the team of professionals behind DRIM.

Need and scope of the study

The main advantage of digital marketing is that a targeted audience can be

reached in a cost-effective and measurable way. Other digital marketing
advantages include increasing brand loyalty and driving online sales.

The benefits of digital marketing include:

Global reach - a website allows you to find new markets and trade globally
for only a small investment.
Lower cost - a properly planned and well targeted digital marketing
campaign can reach the right customers at a much lower cost than
traditional marketing methods.
Trackable, measurable results - measuring your online marketing with web
analytics and other online metric tools makes it easier to establish how
effective your campaign has been. You can obtain detailed information
about how customers use your website or respond to your advertising.
Personalisation - if your customer database is linked to your website, then
whenever someone visits the site, you can greet them with targeted offers.
The more they buy from you, the more you can refine your customer profile
and market effectively to them.
Openness - by getting involved with social media and managing it carefully,
you can build customer loyalty and create a reputation for being easy to
engage with.
Social currency - digital marketing lets you create engaging campaigns
using content marketing tactics. This content (images, videos, articles) can
gain social currency - being passed from user

to user and becoming viral.

Improved conversion rates - if you have a website, then your customers are
only ever a few clicks away from making a purchase. Unlike other media
which require people to get up and make a phone call, or go to a shop,
digital marketing can be seamless and immediate.

Limitations of the study

Some of the downsides and challenges of digital marketi ng you should be

aware of include:

Skills and training - You will need to ensure that your staff have the right
knowledge and experti se to carry out digital marketing with success. Tools,
platf orms and trends change rapidly and it's vital that you keep up-to-date.
Time consuming - tasks such as opti mizing online advertising campaigns
and creati ng marketi ng content can take up a lot of time. It's important to
measure your results to ensure a return-on-investment.
High competition - while you can reach a global audience with digital
marketing, you are also up against global competi tion. It can be a challenge
to stand out against competitors and to grab att enti on among the many
messages aimed at consumers online.
Complaints and feedback - any negati ve feedback or criti cism of your
brand is can be visible to your audience through social media and review
websites. Carrying out eff ecti ve customer service online can be challenging.
Negati ve comments or failure to respond eff ecti vely can damage your brand
reputati on.
Security and privacy issues - there are a number of legal considerati ons
around collecti ng and using customer data for digital marketi ng purposes.
Take care to comply with the rules regarding privacy and data protecti on.
 ABOUT THE COMPANY

DRIM is an online influencer marketing agency based in India and with offices in Brazil
and Mexico. We work with thousands of influencers across +10 social media
platforms and along various industries to promote your brand or product. No matter
how big, small, precise or hidden your business niche is: we have the influencer that
is specialized in your specific audience. Our team consists of an international team of
experts in online marketing, influencer marketing and data analytics. We have
designed our influencer marketing platform to help you identify the greatest
influencers according to your needs and budget in a matter of minutes.

WHO’S BEHIND OUR INFLUENCER AGENCY?

DRIM is an online influencer marketing agency based in India and with offices in
Brazil and Mexico. We work with thousands of influencers across +10 social
media platforms and along various industries to promote your brand or
product. No matter how big, small, precise or hidden your business niche is: we
have the influencer that is specialized in your specific audience. Our team
consists of an international team of experts in online marketing, influencer
marketing and data analytics. We have designed our influencer marketing
platform to help you identify the greatest influencers according to your needs
and budget in a matter of minutes. Click here to know more about the team of
professionals behind DRIM.

ARE YOU A BRAND LOOKING FOR A INFLUENCER MARKETING AGENCY?

If you're looking for a big reach, you'll want to choose an influence with a large
mass audience. They'll be able to reach a wide range of people and help boost
brand awareness. On the other hand, if you're focused on a niche and specific
market, you'll probably need to find an influencer who has a smaller but
concrete following. This means that they'll be able to focus their attention on a
particular niche audience, producing relevant content that'll resonate with the
people you want to reach. Ultimately, DRIM has the solution for both these
scenarios: the best is that our CPA system will allow you to pay just for specific
Actions and control influencer campaigns cost.

ARE YOU AN INFLUENCER LOOKING FOR A MARKETING AGENCY?

DRIM is the perfect influencer marketing platform for any type of influencer
because we are dedicated to help our clients in any type of influencer niche
and sector.

Micro-influencers are the new generation of influencers, and they can earn a
lot of money through sponsored posts and collaborations due to having specific
audiences that can be very valuable. DRIM has a special focus on helping micro-
influencers grow their businesses and create a positive impact on their
communities. Our team has experience working with hundreds of micro-
influencers and has the expertise to help you get started on this exciting and
lucrative path. If you are looking to make profit out of your social media profile,
sign up on our platform today and let us show you how we can help you earn
money.

SOME OF THE INFLUENCERS IN OUR CATALOG

Some of the influencers that already are working with us are the following.

THESE BRANDS ALREADY TRUST DRIM

Some of the brands that trusted the CPA influencer platform from Drim are
various. Do you want to be also on the list? Start working with us today.

BEST PERFORMING INFLUENCER NICHES YOU CAN FIND AT DRIM

Influencer marketing is one of the fastest growing media industries today. With
billions of videos and posts per month on every platform, influencer marketing
has become a key factor for brands reaching their target audience. The Top 10
Influencer Niches you can find at DRIM that can help you find the proper
influencers for your brand are:

Beauty
Health and fitness
Travel
Fashion
Business
Lifestyle
Gaming
Pets
Dating
Family

Mission:

We are here to make the most effective campaigns with influencers worldwide.

Our Strengths: Our Values:

 Practical wisdom emanating from experience  Participative culture

 Transparency in dealings
 State of the art technology platform  Integrity of thought and
 Proprietary Network of Professionals action
 Unique data base  Respect for individuals
 Long term perspective

Functional Expertise Sectors Serviced

 Sales and Sales  Beauty

Management  Health and fitness
 Business Development  Travel
 Channel Development  Fashion
 Distribution Management  Business
 Training and Mentoring  Lifestyle
 Gaming
 Pets
 Dating
 Family
Our clientele:
a) Yulia Aslamova: She is the Head of Asia. She is one of the finest
business women I have known in my life and really inspirations for
lots of girls out there. She has put herself up to date with today’s
business world. I am proud that I got a chance to led forward by a
person who is not only industry-renowned but also an amazing
businesswomen. I was really happy that I kick start my carrier with
such an amazing company.

b) Mihika Pal : She is the Account Manager of the Company DRIM Pvt
Ltd. She has to retain top customers and nurture that key relationship
over time. By discovering new opportunities to work together for
mutual benefit, she has now become a strategic partner and advisor
to the client. her skills and talents are notable. It was really an
incredible work experience to work under her.

c) Arjun Gopal: He is the Business Development Manager of the

company DRIM Pvt Ltd. He is responsible for bringing creative energy
and drive innovation. He has the ability to quickly identify, execute
and prioritize on opportunities that drive revenue growth. His word of
encouragement, guidance and advice kept everyone sane chasing
deadlines.

d) Mr. Sandeep Agarwal: He is the Business Development Manager of

the company DRIM Pvt Ltd. His work was to deal with
correspondence, complaints and queries. He has to prepare letters,
presentations and reports, supervise and monitor the work of
administrative staff. He also process invoice and manage office
budgets. He take out his time from his busy schedule and help me out
to reach my goals. Without his guidance and advice, I would not be
able to achieve the target.

e) Hema Jagmalini: She is the Project head of the company DRIM Pvt Ltd.
She manage the production of the required deliverables. She also plan
and monitor the project and adopt the delegation and also use
project assurance roles within agreed reporting structures. She has
also taken our review on every gap of 15 days. We really had a great
review with her, she made me easier to understand where I need to
apply my skills and talents to achieve my target.
 Daily Loges

 Connect with the influencers/bloggers for maturing the deal.

 Screening all the accounts details for short listing.
 Select the panel and modify them.
 Share the profiles to the partner for collaboration and
promotions.
 Upload the data on the portal of company for approval.
Marketing Procedure

A. Conduct market research

 Conduct market research

Market research is a key part of developing your marketing strategy.

It is about collecting information that provides an insight into your
customers thinking, buying patterns, and location. In addition,
market research can also assist you to undertake an initial sales
forecast, monitor market trends and keep an eye on what your
competition is doing.
Profile your target markets

 Trying to promote your product or service to everyone can be costly

and ineffective. Grouping or segmenting your potential customers
based on certain characteristics will help to focus your marketing
efforts.
 Generally segmentation is based on factors such as:
 Geography
 Where do they live?
 Where do they work?
 Demographics
 Gender
 Age
 Level of education
 Occupation
 Income
 Behavior
 What is the primary reason they would use your product or service?
 What appeals to them about your particular brand?
 What are their usage rates of your product or service?
 Where do they typically source information about your type of
product or service?
 Lifestyle and values
 What is their family situation?
 What do they value in their lives?
  What are their hobbies and interests?
 Do they have children?
 Do they have pets?
 Your target market should have a need for your product or service
and be willing to pay for your offer.

Identify your unique selling proposition (USP)

 USP is the unique reason your customers buy from you and not your
competitors – it’s what makes your business stand out from the
crowd. It is important to define what you do differently and be able
to convey that to potential customers. Commonly, this reflects your
special knowledge or skills.
 Your USP may be having a new or unique offering or providing
exceptional service. Start developing your USP by answering the
following questions:
 What do you love most about your products and services?
 What special skills or knowledge do you have?
 What makes your customers come to you instead of your
competitors?
 How do your customers benefit by purchasing your products or
services?
 Which aspects do you generally highlight when you describe your
business to strangers?
Develop your business brand

Every business, regardless of size, is likely to need a brand. A brand is more

than a logo, color or tagline. A well-articulated brand emotionally connects
with your target customers and conveys who you are, what you stand for
and what you can deliver.

Choose your marketing avenues

While there are many available, consider your target audience when you
are determining which to use.

Options include

A business website

Social media

Blogging

Brochures and flyers

Networking events

Print advertising

Word of mouth
Cold calling

Letter drops.

Set your goals and budget

Marketing goals will help you to define what you want to achieve through
your marketing activities. Your goals should be SMART: specific,
measurable, attainable, relevant and time-based.

You will also need to allocate a budget to your marketing activities. Your
marketing budget will need to include elements such as:

Website development and maintenance

Search engine optimization strategy

Design of branding

Printing of promotional material (business cards, brochures, signage, etc)

Advertising

Donations and sponsorships

Employing staff to undertake marketing activities.

 DIGITAL MARKETING PLANNING

1. Do Your Research
Get a hold of data to inform your strategy all the way down the line. This could be
primary research, like a survey to gather data from your customers/visitors. It could
also be secondary research, performed by another company, that you find online.
There are lots of great resources out there start with some of our favorites in the
travel, tourism and hospitality industry.
2. Write a Brand Summary
Start from the beginning. A clear understanding of your brand will strengthen your
ability to differentiate your company from the competition. Understand the following
questions: Why & how did the brand start? What need did it fill? What are its values?

Consider where your company and brand are today. Where are your major markets?
What are your feeder markets? What markets would you like to expand into? Are you
seasonal? How many customers do you have? What is your 12-month goal?

In creating a marketing plan, also consider what channels you currently use to
market. Do you forecast an increase, decrease or status quo in your marketing budget
in the next 12 months?

3. Define Your Target Audience

Who is your target audience? Understand who you are talking to, what is important
to them, what their wants and needs are, and how your brand can fill them. Consider
demographics, psychographics, lifestyle, brand perception, and beliefs of your
audience.
Understand the perceptions in the marketplace about your brand. By tapping your
current customers, you can gain valuable insight to help identify growth markets,
pinpoint new product offerings and make marketing decisions easier. Year-end is a
great time to conduct an online survey of your customers to collect new information.

4. Add a Situational Analysis

Strategic marketing plans must consider what is happening in the world around your
organization. Consider trends, current issues, competitors and the competitive
environment when preparing your plan. Strengthen this section of your plan with a
SWOT analysis.
5. Outline Marketing Objectives
Good marketing objectives or goals will drive your marketing plan. These are
obtainable goals that are set after you have identified problems and opportunities.
They are the highest level of your strategic thinking and each plan may have more
than one. A strong marketing plan will have measurable goals.

Sample Marketing Objective: Increase hotel occupancy during off season of

November – February by 3% over the next 3 years.

6. Create the Marketing Strategy

The strategy is how you will achieve your objectives. It’s the big picture game plan on
how objectives will be reached. The strategy includes audience(s) to be targeted,
desired positioning, allocation of resources and marketing mix. A plan may have
multiple strategies.

7. List the Tactics and Implementation

A tactical marketing plan is an actionable marketing plan. These are the tasks; the
detailed action plan that includes timing and details of all major steps. Tactics include
collateral, digital marketing, social media, websites, public relations, and trade shows.
Other tactics include conferences, email marketing, word of mouth, direct sales, and
lead generation. These are all the things that you will do in order to accomplish your
objectives. This section includes a tactical implementation strategy and/or timeline.
Organizational Objectives and Plans:
An improved conversion rate
Greater brand awareness
An increase in visits to your website
A greater market share
Achieve 200 'contact us' conversions via organic search traffic by the end of the
financial year
Reduce bounce rate from pay-per-click traffic to below 50 per cent across all ads
Increase average order value of website sales to £35 per customer by the end of the
quarter.
Awareness - how a customer will become aware of your brand
Acquisition - why they will then want to visit your website
Conversion - how easily will they be able to make a purchase or register once on your
site.
Set SMART objective to improve performance at every stage of the customer journey.

Forecasting Digital Marketing Requirement:

It’s a by-the-numbers approach to marketing, and it works. Run it on all your
existing sources, and continue to run it every few months to ensure you’re still
on the right track.
1 Determine a source.
Your first job is to identify the traffic source you want to evaluate. Keep in mind you’ll
be repeating this process on each source you plan to use.
For example, you could choose a source like Facebook or LinkedIn, paid search on
Google Ads, or email marketing.
2 Build your model.
After you’ve chosen a source, you need to determine how many conversions can be
attributed to that source. To do that, we build a model that looks like this:
Audience size (the number of people you’re targeting) × click-through rate (the
number of people clicking on your search result, ad, email, social post, etc.) ×
conversion rate (the number of people taking the desired action on your site) =
number of conversions
Let’s say your audience size of this channel is 150,000, while your click-through rate is
10%, and your conversion rate is 10%.
3 Forecast the value of the source.
Now that we have an accurate idea of the number of conversions our source is
bringing in, we’ll want to determine what the future value of that source may be.
How do we do that? We run another equation, of course:
Number of conversions × conversion value to the business (generally the lifetime
value of the customer) = value
Now, you’re probably wondering how to determine the conversion value. Don’t
worry; I have you covered there, too, but it will require a little more math.
To find the conversion value, you’ll need to look at how much revenue each lead is
generating.
So, if you see $5,000 in revenue from every five leads, your revenue per lead would
be $1,000.
If we plug that into our formula, this is what we’ll get: 750 × $1,000 = $750,000.
That means your forecasted value for this source is $750,000.
4 Determine the ROAS.
Your return on ad spend (ROAS) tells you how much you’re earning versus how much
you’re spending on an ad. Finding it, of course, requires another formula:
Total revenue earned × amount spent = ROAS
If you spent $2,000 on ads and earned $6,000, your ROAS would be $3,000.
Determining this will help you understand how well your investment is paying off, and,
ultimately, if this is a source worth pursuing.
5 Compare your sources.
Now, you want to go back to the beginning and repeat this process on each of your
marketing sources.
Run all the equations, and collect all your information in a centrally located document.
You should begin to see some clear winners here that produce the highest conversion
value and, most importantly, the highest ROAS.
6. Start to scale.
Good news: The math is over (for now).
At this point, you’ve run the numbers and should have an informed grasp on which
channel source is producing the highest returns.
This is the advertising method you want to focus on and invest the most in going
forward. The others you will want to refine so you can get better models in place
before scaling.
7. Diversify your sources.
Here’s the thing: You don’t want to allocate all your funds to your top player.
After all, digital marketing changes all the time, and to make sure you’re prepared for
any unforeseen disruptions, you’ll want to diversify your strategy and the channels
you use.
I recommend investing in four to six channels and never allocating more than 30% of
your budget into one.
8. Always be optimizing.
Quite simply, you should always be optimizing. Doing so will allow you to continue to
increase your ROAS and bring your costs down.
What should you optimize? Everything.
Test new ads, landing pages, conversion funnels and everything in between. If you
find something that works better than what you’re currently using, chances are that
will translate to more efficiency and profitability.
Identification of Digital Mraketing Gap:
The Digital Gap is the difference in the speed of digital evolution between brand and
consumer. In previous decades, industry incumbents held a competitive advantage
over new competitors. With new technologies and rapid changes to consumer
behavior, that advantage has disappeared.
According to a 2019 survey, 50.7% of marketers believe the evolution of consumer
behavior propelled by technological developments is the biggest challenge
companies’ face.
The digital gap is comprised of five critical areas of business:
Digital Transformation
Customer Experience
Social Media
Big Data & AI
Marketing Technology
Digital Gap in Social Media
Social media is an integral part of the lives of modern consumers. But social channels
are much more than distribution channel content. Social media has become a key
channel for researching, communicating, and selling to consumers. With social
commerce, Instagram, Facebook, and Pinterest are becoming critical retail channels.
According to the 2019 CMO Survey, spending on social media averages 11.4% of
marketing budgets, but the majority of CMOs see the contribution of social media to
business performance as underwhelming.
When asked to rate social media contribution to the business performance on a scale
of 1 to 7 (1 = no contribution and 7 = high contribution), CMOs returned a modest 3.3
average score.
Social media platforms offer an opportunity to reach a vast audience, increase brand
awareness, and drive business performance. But most brands are failing to utilize
These key platforms to their full potential, and the digital gap between brand and
consumer is increasing.
Research shows that 90% of consumers use social media to interact with their favorite
brands directly.
72% of Twitter users that complain directly to a brand on the platform expect a
response within an hour.
50% of consumers claim they would stop buying from a brand if they failed to respond
to a negative social media post.
The average response time from companies on Twitter is one day, seven hours, and 12
minutes. On Facebook, it’s one day, three hours, and 47 minutes.
Consumers are expecting more and more from brands on social media, but many
companies are falling further behind.
Rate of Social Media Users
 Statistical tool used

The following graph shows that the growth of the digital marketing
during 2021- 22:

The growth of the digital advertising in the field of the marketing will
high because the all the people were need prospect and leads
through the social media to grow up.
36% of marketers are attempting to integrate traditional and digital
marketing activities.
50% of marketers are planning to add new technologies to their ABM stack
45% of companies do not have a digital transformation plan.
 LITERATURE REVIEW

Information Value of Digital Marketing

The primary objective of this literature review is to examine the digital

marketing strategies used by online business sellers amidst the COVID-19
pandemic. In this case, effective marketing enables the collection of data
to understand more about the targeted consumers, allowing advertising
and other strategies to be more directed. In addition, this was initiated to
deeply understand how the digital marketing strategies of online business
sellers work. Based on the literature review, the researchers identified the
following themes: digitalization and digital marketing, digital and
traditional modes of marketing, social media as a digital marketing
strategy, information technologies as marketing tactics, e-commerce
during the COVID-19 pandemic, understanding online, internet, mobile,
and digital marketing, preferences, and future research directions, and
implications. In conclusion, digital marketing has surpassed traditional
marketing. These elements affect the digital marketing skills gap. Internet
ads are getting more widespread. Firms' perceptions of the value of digital
marketing can be classified. An integrated approach is required to meet
client needs using digital marketing channels. To succeed in this new
market, businesses must first understand their clients' lifestyles. Digital
marketing has evolved into an internet advertising platform for small
business owners, despite a lack of funds to update technology and harness
internet development. Advertising on social media is attracting the
attention of digital marketers. Because of the potential market share gains
that social media marketing could give for internet marketers, it is
expected that social advertising spending will continue to grow in the
coming years.
Digital Marketing has emerged since 1990’s and 2000’s. 'Online
Marketing,' 'Internet Marketing,' and 'Web Marketing' are all terms used
to describe Digital Marketing. The use of electronic media to promote
items and services into the market is known as digital marketing. The goal
of digital marketing is to attract customers and allow them to interact with
the companies they're interested in via digital media. Through a variety of
digital marketing strategies, the main goal is to promote businesses, shape
preferences, and increase sales.
The study's premise is based on the IAMAI Kantar ICUBE 2020 Report,
which predicts that India will have 900 million active Internet users by
2025, up from roughly 622 million in 2020, or a 45 percent increase in the
next five years. This paper focuses on the concept of digital marketing
based on reviews of research papers. The paper also describes the
advantages and disadvantages of digital marketing and also suggests
strategies to overcome the challenges in adopting digital marketing.
The scope of digital marketing in India is also increasing rapidly because
majority of the people nowadays are using the web or spending time on
the internet. Further, there is a drastic growth of digital marketing during
the COVID-19 and consumers’ buying behavior has been changed. To
prevent disease vectors like as currency and point of sale (POS) terminals,

Indian consumers are progressively transferring their purchases from in-

store to online. Because of recent digital marketing developments,
everyone wants to sell their products and services via the internet, which
makes marketing methods more successful and affordable.
 RESEARCH METHODOLOGY

RESEARCH DESIGN

The research design adopted for this particular study has got systematic formulation. The entire
process comprises of research objective, methodology of research, research plan, data compilation,
data assessment and assessing quality standards.
“Research design is the plan, structure and strategy of investigation conceived so as to obtain
answer to research question and to control variance.” – BY KERLINGER
According to Yin (2003), research has got three distinct classes. These are –
Exploratory
Descriptive
Explanatory
The motive of the research is to make a selection among these three classes. The selection will be
done on the basis of the element of suitability for the study.
Exploratory research is used for comprehending the determined phenomenon initiated by
Wiedershim-Paul and Eriksson (2006). This type of research is appropriate for a situation where
significant traits or the apt associations are hard to derive.

The researcher keeps records and collected to describe means. It is the responsibility of the
researcher to keep records and maintain charts for the collected information (Wiedersheim-Paul &
Eriksson, 2006). Under this process, the researcher considers descriptive research as apt for a state
where problem is organized and emphasis is led over the connections among the relevant source
and associations, which is comparatively low. It is here that the researcher selects levels,
viewpoints, requisites, factors, basics, and above all monitors records; categorizes, organizes and
infers. Researcher assesses the relevant sources and the links to keep the intake explanations. For
huge concentration over the connection of some selective aspects followed by the result oriented
phenomena are structured under exploratory research methodology (Wiedersheim-Paul & Eriksson,
2006).

The basic objective of the research is to comprehend consumer buying behavior as per the new age
marketing and to follow its impact over business performance
 Conclusion

The study started with the aim to analyze the different kinds related to marketing.
Based on the discussion it has been found that in case of the digital marketing the
most important aspect is to connect with the users. The ladder of engagement has
shown the approaches to attach with the customers. The study has also revealed that
in order to utilize the digital marketing in an effective way, the companies are
required to design an effective platform. It has shown that in the current context, it has
become important to integrate all the systems with that of the digital platform. The
transition of newspaper from the printed version to the online version has been
exemplified the current trends of the digitalization. The research and practice
of digital marketing is improving with the advancement of technology this research
follows qualitative, descriptive approach. The company and respondents were selected
as per convenient non-random sample selection method. General analytical strategy for
this purpose is on theoretical propositions. There were four tests of validity conducted
by this research. These are construct validity, internal validity, external validity and
study’s reliability, meeting quality standards of the study.
RECOMMENDATIONS FOR SUCCESSFUL DIGITAL MARKETING ACTIVITIES

Here are several recommendations for an effective marketing campaign,

including:
 Focus on customer engagement: Note when and how often your
customers connect with you and your messages, and then create a
strategy that revolves around those key engagement times.

 Develop a clear data strategy: Consider the customer interaction data

you currently have and will obtain in the future, and develop a long-term
method for compiling that data to better analyze differing customer
engagement times. Also, determine which social channels better serve
your business and what your customers respond more to.

 Evaluate your lifecycle campaigns: In terms of the four lifecycle stages

(acquire, onboard, engage, and retain) you should note the summary of
the success of your programs, and then assess and reform the way you
interact with your audience.

 Roll out responsive design: After observing how many of your customers
view your emails on their mobile device, determine whether utilizing a
responsive design plan will allow you to gain a ROI.

 Hone in on clear objectives: Have set, quantifiable goals for monitoring

your social media marketing plans and then you will be able to more
easily identify what needs to be changed or added within your content
and customer service initiatives.
  Don’t ignore the importance of mobile: Have your overall marketing
strategy coincide with your mobile strategy so that you will be able to
conclude how to successfully use them together to create stellar

Engagement results, such as using emails to link back to your landing

page website.
Take a deep look at how customers are currently experiencing your brand:
Observe how customers are interacting with your brand both online and
offline, and then produce a new plan that enhances any lackluster results you
may have found.

 Start communicating 1:1 with your customers: Although we live in a

dominantly digital world, it does not mean that we should speak like
robots on the web. It has become important to study data that is related
to customers’ behavior regarding your brand, and then develop more
high-quality personalized messages to send them.

 Think about personalization beyond email: Aside from personalized

emails, businesses are also creating full personalized web interactions.
Based on the success of your email marketing efforts, you should
develop the same unique experience through various channels, including
social, mobile and the web.
 BIBLIOGRAPHY
1.Chaffey, D., Ellis-Chadwick, F., Chaffey, D.: Digital marketing: strategy,
implementation and practice. Pearson, Harlow (2012).

2.Chaffey, Dave, Smith, P. R.: eMarketing excellence: planning and optimizing your
digital marketing (electronic resource). Routledge, London (2013).

3.Roberts, M.L., Zahay, D.L.: Internet Marketing: integrating online and offline
strategies. South-Western College Publishing; International ed of 3rd revised ed
edition (10 April 2012), Mason, Ohio (2012).

4.Neher, K.: Visual Social Media Marketing: Harnessing Images, Instagram,

Infographics and Pinterest to Grow Your Business Online. Boot Camp Digital
Publishing, Cincinnati, Ohio (2013).

5.Ryan, D.: The best digital marketing campaigns in the world: II (electronic resource).
KoganPage, London (2014).

6.Charlesworth, A.: Digital marketing: a practical approach (electronic resource).

Routledge, London (2014).

7.Charlesworth, A.: An introduction to social media marketing (electronic resource).

Routledge, London (2015).*

[1]https://www.worktruckshow.com//NTEA/Member_benefits/Generation_Next/
Implementing_a_digital_strategy.aspx?gclid=Cj0KCQiAvvKBBhCXARIsACTePW-
qe_mNo9F85ZL1csrlkGKfeazgp5V8BN_mXa3w4MttZ_GQccmfGL8aApVaEALw_wcB

[2] https://www.fastcompany.com/1395363/digital-marketing-guide

[3] https://www.entrepreneur.com/article/296856

[4] https://www.investopedia.com/terms/d/digital-marketing.asp

[5] https://www.vendasta.com/blog/10-steps-digital-marketing-strategy/