A STUDY ON DIGITAL MARKETING AND ITS IMPACT ON

CUSTOMERS AND LEAD GENERATION

A Project Report
Submitted in Partial Fulfilment of the Award of Degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by
CHRISTOPHER
JUNIOR
(RA2051001040028)

Under the Guidance of

Dr. Suresh V
Assistant Professor

Department of Business Administra-

tion College of Science and Humanities

SRM Institute of Science and Technology
Vadapalani - City Campus, Chennai - 600 026

November 2022
 DECLARATION

I hereby declare that the Project Work entitled “A STUDY ON DIG-

ITAL MARKETING AND ITS IMPACT ON CUSTOMERS AND LEAD GENERA-

TION” submitted by me for partial fulfillment of the degree of BACHELOR OF

BUSINESS ADMINISTRATION under the College of Science & Humanities,

SRM Institute of Science & Technology is my original work and has not been

submitted earlier to any other University/Institution for any course of study.

Place: Chennai

Date: 8th Nov 2022

CHRISTOPHER JUNIOR
(RA2051001040028)
 Department of Business Administration

CERTIFICATE

This is to certify that CHRISTOPHER JUNIOR (RA2051001040030)

a student of B.B.A. who belongs to the Department of Business Administra-
tion, under the College of Science & Humanities, SRM Institute of Science &
Technology has worked under my supervision and guidance for his project re-
port with the title “A STUDY ON EMPLOYEE JOB SATISFACTION”. The
project report that he is submitting is her genuine and original work to the best
of my knowledge.

Place: Chennai

Date: 8th Nov 2022

GUIDE HEAD OF THE DEPARTMENT

Dr. Suresh V Dr. N. Mari Anand
 ACKNOWLEDGEMENT

First and foremost, I thank GOD, the Almighty for enlightening and

showering his Blessings on me for the successful completion of my project

work.

It is my great privilege to express my gratitude to the Management of

SRM Institute of Science & Technology, Vadapalani City campus for pursuing

My Under graduation degree in Business Administration.

With profound respect and pride, I express my deep sense of gratitude to

our Dean Dr. K.R. Anantha Padmanabhan for their wholehearted support

and encouragement.

I am very much obliged and indebted to the Head of the Department

Dr. N. Mari Anand for his valuable suggestions to take up the project.

I am ineffably indebted to Dr. Suresh V for her continuous guidance

and encouragement to accomplish this project report successfully.

I would like to thank the Faculty Members of the Department of Busi-

ness Administration who have shared their knowledge with me during the

course of my study period.

I also acknowledge with a deep sense of reverence, my gratitude to-

wards my Parents and Members of my family who has always supported me

morally as well as economically.

Last but not least my special thanks and appreciation to all my

Friends who directly or indirectly helped me to complete this project report.

- CHRISTOPHER JUNIOR

Table of Contents
S. Pa Pa
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P-
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Introduc-
 tion, Ob-

jectives of

the study,

Back-

ground of

the study,

& Limita-

tions of

the study
C
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2 A 8 - 20
P-
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 LIST OF TABLES

Table Pa
No. ge
Title
No
.
1.1 Internship Duration 4
1.2 Gantt chart 5

4,1 How do you get information about the product 31

Do you collect information before purchasing the

4,2 32
product
4,3 Do you ever purchase a product from an online site 33

4,4 Do you have a Smartphone 34

4,5 Do you prefer online news or the newspaper 35

4,6 Mention one form of media you use the most? 36

4,7 Are you satisfied with the Online services 37
4,8 How will your share your experience with others 38
 LIST OF CHARTS

Chart Title Page

No. No.
2.1 Organizational Chart 13

4,1 How do you get information about the product 31

Do you collect information before purchasing the

4,2 32
product
4,3 Do you ever purchase a product from an online site 33

4,4 Do you have a Smartphone 34

4,5 Do you prefer online news or the newspaper 35

4,6 Mention one form of media you use the most? 36

4,7 Are you satisfied with the Online services 37

4,8 How will your share your experience with others 38

CHAPTER - I

1
 Introduction

1.1 Background of the Study

An internship is a structured work experience opportunity for students or anyone that is

thinking of gaining some work experience. It is a period of work experience offered by an
employer to give students and graduates exposure to the working environment, often within
a specific industry, which relates to their field of study. It is a directed, practical learning ex-
perience, outside of the normal classroom setting, in which students sharpen skills, gain ex-
perience through work on advanced productions, apply classroom learning to professional
settings or projects, and learn first-hand how professional companies or Organizations oper-
ate.

Organizations provide internships to train future potential employees. Organizations often

view an internship as a transition period for new employees. For students, an internship is
an opportunity to enhance their skill set as well as present themselves as a good candidate
for paid employment in the organization.

As a part of the BBA program, the college SRM University authorizes this internship pro-
gram with the motive of blending theoretical knowledge with practical experience. As per
the period's requirement, a student gets attached to the organization and needs to work there
as an intern and finally present a report of all the work procedures done and experienced.

2
1.2 Objectives
The main objective of the internship is to experience the organizational culture that has the
real working experience to acquaint the BBA student with the reality of the organizational
functioning and to undertake independent analysis and appraisal of the situation. Internship
helps final-year students preparing to enter the workforce have a taste of the real working
experience. The main objectives of the present internship report are:

• To Continuously Stream New Leads

• To Increase Sales
• To Brand Building
• For Better Local SEO

NEED FOR THE STUDY

• Traditional methods are expensive compared to digital marketing channels you could end
up spending lakh of rupees more.
• The digital marketing industry is moving at a lightening fast pace.
• A digital marketer understands the needs of the clients and visualizes their needs to de-
liver what they want.

SCOPE OF THE STUDY

• The scope of the study is only for Gsc Infra.
• This project is for all employees working at levels In Gsc Infra.

1.3 Placement
A systematic process was followed for the enrollment of the internship program. To get into
GSC INFRA for the internship, the authorities of the organization carried out an interview
program. During the internship period at GSC INFRA, the author was placed in the digital
marketing team and given the task to handle clients’ social media pages i.e. answering

3
queries of customers, uploading posts, etc. under the supervision of Mr. Godwin Winston
with access to the required information of the organization and its organizational resources.
Along with page handling, the author was also placed in a few Graphics Designing activi-
ties.

1.3.1 Duration

Time Period

Days Per Week 6 days

Hours Per Day 8 hours (9:30 a.m. to 5:30 p.m.)

Holiday Sunday

Internship Position Digital Marketing Intern

Internship Period 1 month

Mentors Dr.Suresh V, Mr.Godwin Winston

As per the requirement, BBA students are required to do an internship for one month (4 weeks). The
details of my internship period are as follows:
Table 1. 1: Internship Duration

Weeks of Internship
Activities
1st 2nd 3rd 4th

4
 Weeks of Internship
Activities
1st 2nd 3rd 4th

Observation

Designing

E.com platforms

SMM

Table 1. 2: Gantt chart

1.3.2 Activities Performed

During the internship, the author was familiarized with the organization's working culture
and practically enhanced my theoretical skill. The working environment of the company had
been very pleasant. It was an opportunity to learn in a professional environment. This
helped the author to improve their skills, knowledge, and abilities to work in a team. By
working with professionals in their respective fields, the author claims to have gained more
confidence and built a personality.
Apart from this, the internship activities helped to put the theoretical knowledge into prac-
tice. It gave a proper understanding of real-world scenarios and problems and the tips and
tricks to deal with them. Learning the use of various tools and techniques has helped me
progress throughout the internship and has helped me move professionally in the respective
sector.

5
1.3.4 ROLES & RESPONSIBILITIES

• Managing and Handling Digital Mediums

• Promote the business with Digital Marketing Tools i.e - Meta, G Suite
• Maintaining and Handling E-commerce platforms like Indiamart, Justdial, Tradeindia, G
Business
• Maintaining Staff Attendance
• Maintaining, Managing & Updating catalog on e-commerce platforms
• Signed up WABA for Whatsapp Blast Marketing
• Signed up in JustDial & Other E-Commerce for more Lead Generation
• Ensuring timely collection of payments from clients

1.4 PLATFORM EXPERIENCE

A digital experience platform is a well-integrated and cohesive set of technologies designed

to enable the composition, management, delivery, and optimization of contextualized digital
experiences across multi-experience customer journeys.

1.4.1 Limitations of the study

These are the major limitation of this study:
· The subject matter itself is vast and the internship period was just four weeks. So time al-
located for the internship was not sufficient to gain digital marketing operations in depth
and all the departments were not possible to be covered.
6
· It was not possible to gather information regarding the system more specifically due to
the organization’s privacy policy.
· Most of the information is collected through personal experience and observation; the
overall information may not be presented.

7
 CHAPTER II

BRIEF INTRODUCTION TO THE INDUSTRY

2.1 Introduction to the Industry

Digital marketing is the use of the internet, mobile devices, social media, search engines, and
other channels to reach consumers. Some marketing experts consider digital marketing to be
an entirely new endeavor that requires a new way of approaching customers and new ways of
8
understanding how customers behave compared to traditional marketing. Digital market-
ing includes a range of assets and techniques, like online branding through digital advertis-
ing, online brochures, email marketing, and more. To maximize the ability of digital market-
ing, marketers got to skills these assets and techniques to support and influence their overall
goals.

2.1.2 Scope of Digital Marketing in India

Our today’s generation is a digital generation. Before we understand the scope of digital

marketing in India 2022, let us first understand this industry. Digital marketing is a market-
ing strategy to promote products/services online. So in simple terms, we can say that we are
promoting our products to customers who are using the internet. Many concepts of tradi-
tional marketing apply to digital marketing.

In every era, marketing has evolved based on what the customer is using. If you go back in
history, you can see that at times when customers used Radio, it gave birth to radio advertis-
ing and marketing. Next, we got the boom of televisions, which is one of the most widely
used devices globally, which allowed companies to reach a mass audience with TV ads. Even
today TV advertising is one of the most used advertising strategies for companies. Since the
boom of the Internet, more customers started using the Internet, which gave birth to a new
era of marketing originally called Internet marketing, which is now called Digital Marketing.

9
To understand the scope of Digital Marketing in India, we must understand its advantages
and how it can sustain over a period of time until we get a new generation of communication.

2.1.3 Objectives

Digital Marketing plays an integral role in every customer-oriented service industry, helping
companies improve business processes, achieve cost efficiencies, drive revenue growth and
maintain a competitive advantage in the marketplace. Companies rely on Digital Marketing
for advertising their products and services so that it reaches a larger audience and can also
target customers by specific location or demographics. Some of the major objectives of digi-
tal marketing include an increase in sales, improving conversion rate, percentage of return
visitors, organic traffic volumes, reducing bounce rates, etc. Digital marketing also allows
industries to maintain a continuous flow of new leads and reduce the cost of acquiring new
customers.

2.1.4 Challenges of Digital Marketing

Digital marketing poses special challenges for its purveyors. Digital channels are proliferat-
ing rapidly, and digital marketers have to keep up with how these channels work, how they're
used by receivers, and how to use these channels to effectively market things. In addition, it's
becoming more difficult to capture receivers' attention, because receivers are increasingly in-
undated with competing ads. Digital marketers also find it challenging to analyze the vast
troves of data they capture and then exploit this information in new marketing efforts.
10
The challenge of capturing and using data effectively highlights that digital marketing re-
quires a new approach to marketing based on a new understanding of consumer behavior. For
example, it may require a company to analyze new forms of consumer behavior, such as likes
on Facebook and tweets on Twitter.

BRIEF INTRODUCTION OF THE ORGANIZATION

2.2 Introduction of Organization

GSC Infra” has been fortified by the four pillars of Trust, Expertise, Quality, and Trans-
parency making us one of the best building material suppliers near you.
Established in the year 2019 under the great endeavor of three Directors, with strategic lead-
ership to lead the organization. We became one of the fastest-growing, most affordable, and
leading wholesale cement material distributors with 6 branches all over Tamil Nadu.

We have supplied products all over Tamil Nadu in the last few years and have established a
remarkable achievement securing 3 awards. A strong record of supplying building materials
on time and ensuring a high level of client satisfaction makes us one of the leading & trusted
building material suppliers in Chennai.

The Digital Marketing Team primarily provides Advertising, Campaigns Solutions, Digital
Advertising, Branding, Ux Design, Print Solutions, Graphic Design, Facebook Advertising,
Facebook page Management, Social Media Marketing Services, etc for the company. The

11
company strives to provide its services that bring organic traffic and reachability to business
websites that enable them to reach people with their products.

The clients that are associated with P & C Construction, Thillai Nataraja Readymix concrete
PVT ltd, S B R Concrete, Gemini pavers, SGA Constructions, HR Builders, etc.

2.2.2 Introduction to Department

GSC INFRA is a Wholesale company that helps individuals and Construction companies to
grow and spread their business, and their necessary products like Cement, Bricks, Steel,
Blocks, Sand, etc. Mr. Johnson (Managing Director) manages the whole company whereas
Digital Media Director is led by Mr. Godwin Winston.

12
13
2.2.3 Organizational Chart

Figure 2. 1: Organizational Chart of GSC INFRA.

2.2.4 Products Provided by Organization

The major products provided by GSC INFRA are:
· All Major Brands of Cement
· Steel
· Sand
· AAC Blocks
· Aggregates, etc.

2.2.5 Provided Brands of GSC INFRA

14
15
2.3 RESEARCH METHODOLOGY
Research in common refers to a search for knowledge. Research methodology is a way to
systematically solve the research problem. It may be understood as the science of studying
how research is done scientifically.

Sample Design:
The sample design which is used in the study is convenience sampling. Respondents were
selected on the basis of convenience.

Sample size:
The sample size taken for the study is 50 respondents.

Sources of data:
The data is collected in two ways:

Primary data:-
The primary data was collected freshly and thus it was original in character. It has been col-
lected through a questionnaire. The questionnaires were given to the respondents. The vari-
ous sources for collecting primary data are questionnaires and observation. interview. etc.

Secondary data:-
Secondary data are data that have already been collected by someone. Its main sources are
books, directories Journals, Newspapers, and Internet, etc.

The term analysis refers to the computation of certain measures along with searching

Data analysis:
For the relationship that exists among data groups.

The tool used for analysis in this study are:

Percentage analysis

2.4 REVIEW OF LITERATURE

1. Dave Chaffey (2002) defines internet marketing as “Applying Digital technologies which
form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to con-
16
 tribute to marketing activities aimed at achieving profitable acquisition and retention of
customers (within a multi-channel buying process and customer lifecycle) through improv-
ing our customer knowledge (of their profiles, behavior, value and loyalty drivers), then
delivering integrated targeted communications and online services that match their individ-
ual needs.” Chaffey's definition reflects the relationship marketing concept, it emphasizes
that it should not be technology that drives Electronic marketing, but the business model.
2. Mort et al. (2002) have stated that today, monotonous advertising and marketing tech-
niques have given way to digital marketing. In addition, it is so powerful that it can help
revive the economy and can create tremendous opportunities for governments to function
in a more efficient manner (Munshi, 2012). Firms in Singapore have tested the success of
digital marketing tools as being effective and useful for achieving results. (Teo, 2005).
More importantly, growth in digital marketing has been due to rapid advances in technolo-
gies and changing market dynamics.
3. Wixom & Todd (2005) explained in their article there are some elements that affect organic list-
ings such as content, keyword, inbound links, tags and the page rank of a website, and so on. The
work of a business is trying to get as high a ranking as feasible on the result page and improving
those elements concerned.

4. Mangold & Faulds (2009) have stated that word-of-mouth is linked with creating new members
and increasing traffic on the website, pages, or online events which in return increases the visibility
in terms of marketing communication. Facebook, the most popular tool for social communications,
has opened the door for marketers to communicate with millions of people about products and ser-
vices and has opened new marketing opportunities. Ensure this to is successful it is required the
business to set up effective communication strategies to engage the customers and enhance their
experience with specific products or services.
5. Curran et al. (2011) have discussed social media sites such as Facebook are better than other ad-
vertising avenues because it stores information on all their users thus ensuring marketing reaches a
retailer‟s specific target market. Social media sites are a great stage for retailers to create an experi-
ence and retailers can use information stored on social media sites to improve user experience with
their brand.

6. Shankar et al. (2011) in their research determined that retailers can increase awareness of their
brand by being creative when engaging customers on social media sites. “As more shoppers are us-
ing social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for marketing
shopping decisions, promotion through these media has become important”.

17
7. Hanna et al. (2011) has stated that marketing professional must truly understand online social
marketing campaigns and programs and understand how to do it effectively with performance mea-
surement indicators. As the market dynamics all over the world are changing in relation to the
young audience's accessibility to social media and usage. It is important that strategic integration
approaches are adopted in the organization‟s marketing communication plan.

8. Zhang et al. (2013) in their article have stated that blogs as a tool for digital marketing have suc-
cessfully created an impact on increasing sales revenue, especially for products where customers
can read reviews and write comments about personal experiences. For businesses, online reviews
have worked really well as part of their overall strategic marketing strategy.

9. Stuart E. J. (2014) day by day there is upward growth of online services in regular usage by con-
sumers. However, traditional marketers somehow do not want to admit that the world changed.
They are slow in taking advantage of new opportunities presented to them. B2B enhances the sup-
ply chain process needs to pay much attention to real-world business processes, adapt automated
systems to business behavior and mingle content and technologies with crucial information sys-
tems.

10. Sanjay Bhayani & Nishant V. Vachhan (2018) The current paper recognizes the differ-
ences in consumer opinions by availing distinguished services of traditional as well as internet
marketing strategies. Internet is changing ways to reach consumers fast and is a more convenient
way than customary means of marketing. The Internet offers a 24x7, 365 days a-year web facility.
which is more convenient for consumers these days. Consumers are becoming more Information
Technology (IT) savvy in their search as well as purchasing preferences. No doubt, e-commerce is
not yet considered safe in India, but cyber has a highly vibrant and potential market in the coming
days to win the eyeballs of Indians.

18
 CHAPTER III

3.1 DIGITAL MARKETING

19
MEANING:

Digital marketing is the component of marketing that uses the Internet and online-based digi-
tal technologies such as desktop computers, mobile phones, and other digital media and plat-
forms to promote products and services. Its development during the 1990s and 2000s
changed the way brands and businesses use technology for marketing.

As digital platforms became increasingly incorporated into marketing plans and everyday
life, people increasingly use digital devices instead of visiting physical shops. digital market-
ing campaigns have become prevalent. employing combinations of search engine optimiza-
tion (SEO), search engine marketing (SEM), and content marketing. influencer marketing,
content automation, campaign marketing, and data-driven marketing. e-commerce marketing,
social media marketing, social media optimization, and e-mail direct marketing. display ad-
vertising, e-books, optical disks, and games have become commonplace.

Digital marketing extends to non-Internet channels that provide digital media, such as televi-
sion, and mobile phones (SMS and MMS). callback, and on-hold mobile ringtones. The ex-
tension to non-Internet channels differentiates digital marketing from online advertising.

3.2 TYPES OF DIGITAL MARKETING:

• In PUSH DIGITAL MARKETING the marketer sends a message without the recipient
actively seeking the Content, such as display advertising on websites and news blogs

• Email, text messaging and web feeds With customized content can also be classed as
push digital marketing when the recipient has not Actively sought the marketing mes-
sage. Push marketing allows you to target your demographics and use Your marketing
dollars to promote your product to the people you know are interested in what you have
To sell.

• A push marketing campaign can be more expensive when it comes to upfront costs so
you really need to be sure that your marketing is going to reach the right people at the
right time behavior targeting is a good example of push digital marketing

• In PULL DIGITAL MARKETING includes blogging email marketing: social media, info-
graphics, and other forms of visual messaging and search engine optimization (SEO)
• A pull marketing campaign also Includes public relations or other ways of reaching out to
potential or already realized customers whom You want to keep engaged.

20
• While a pull marketing campaign can be less expensive to get started, you will incur costs
in other ways For example. If you are running a social media campaign, you will need To
hire someone to manage your social media and respond to people who leave comments or
ask Questions.
• Social media gets people talking and that has a major impact on sales. Pull marketing also
Requires a greater investment in time, but it gives you more ability to entertain your cus-
tomers and Educate them about your company.

AIDMA AS AISAS IN DIGITAL ERA:

• AIDMA widely accepted model describing the psychological process leading up to the
consumer's Decision to purchase a product
• This model is similar to the AIDA model The AIDMA Model was first

• Advocated by Roland Hall. an American economist, around 1920.

• According to this model, there are five key processes: Attention, in which the consumer
first notices the Product or advertisement, followed by Interest. Desire, Memory, and
Action.
• This model has been used extensively in the advertising and marketing industries.
• AISAS is a process model of consumer purchasing activities in the Internet age.
• AISAS is a model that has been advocated by Dentsu since 2004.
• It was developed to Observe behaviors based on the understanding that the Internet has
become prevalent, and that Consumers now have access to environments in which they
can obtain and information Themselves.
• These changes are shown how presences in digital are important for brands.
• Brands can able to create awareness of and internet without digital. But it will not lead
to action in the current scenario.
• Customers need More information in the present era; they are information seekers and
always search for the best deal.
• Brands Can't sustain without digital media.

3.3 ADVANTAGES OF DIGITAL MARKETING:

Digital Advertising is increasingly an inherent budgetary component of many organizations
today. Organizations of all sizes use the medium to promote their products and services. So
21
well, why do so Many organizations use the medium? Simply put, it is due to the numerous
advantages that online Advertising offers. These are discussed in the paragraphs ahead.

REACH - The ability of the online medium to target a certain demographic of users is one
of the greatest Advantages of digital advertising In addition, the geographical reach of the
online medium is far greater Than that of traditional media. It's not only cost effective to
achieve a wider geographic area but the ads Can also be targeted to the desired audience.
For example, if an advertiser is keen on selling his or her Products targeted to a certain de-
mographic of people, it is quite possible through online advertising. Digital advertising has
matured to the extent that web publishers, media agencies and advertisers Themselves know
the optimal ways and websites for a certain category of products or services.

MEASUREMENT - With various tools becoming available, tracking effectiveness of ad

campaigns is Becoming possible today. In other words, measuring Return of Investment
(ROI) is increasingly Possible today. Organizations that were previously reluctant to spend
online, now realize that the online Medium does offer means to alleviate any such fears.
Moreover, when properly designed online Marketing campaigns generate the desired results.
advertisers are further encouraged to continue advertising online.

INTERACTIVE AND ENGAGEMENT - The Internet is arguably the most interactive and
engaging medium Among various others. Interactive campaigns have become a norm with
the power of the online Medium. One such advertisement worth mentioning is the campaign
by AXE where the end user could Alter the smile of a woman as he/she liked to i.e in an in-
teractive framework. The advertisement struck An instant chord with the youth to which
AXE the brand is positioned Customers are basically just a click away from the advertisers.
In other words. direct response between end users and advertisers is Possible through the on-
line medium.

TIME - Through the Internet, an advertiser can reach the desired target group or demo-
graphic in a much shorter time frame. For example, if an advertiser needs to plan some sort
of ambush marketing. the Online medium can be an effective means of achieving it. Even
otherwise Le. for regular marketing Campaigns, the total time necessary to complete an on-
line advertising campaign is less than that of Traditional advertising methods.

22
COST - When compared to traditional forms of advertising, digital advertising is cheaper.
Various Payment models are available between advertisers and publishers. Many a time. ad-
vertisers are Charged only when visitors click on their ads. The various payment models are
discussed in detail in the Next section.

3.4 DIGITAL ADVERTISING:

Search Advertisements: Advertisements made up of text (displayed largely as sponsored

links on search engines) come under this category. These are backed by hyperlinks that when
clicked on, take The potential customer to the advertiser's website

Display advertisements: Advertisements that are placed at various points on a web page that
Typically contain logos, photographs, other images, or even text. Technologically these com-
prise of Image. Simple flash and Rich media with& without video ads.

Mobile advertisements: Advertisements that are viewed or consumed on mobile phones or

Tablets come under this category. These comprise Mobile Web ads. SMS, MMS. Mobile
Video & TV ads and In-App ads.

Social media advertisements: Advertisements of any type: text. display, stamp pads, etc
Displayed on various social media websites like Facebook, and Twitter. LinkedIn, Pinterest
Orkut, etc fall Into this category.

Email advertising: that involves sending a commercial message to a group of people using
email comprise of this ad type. Emails are used to engage with existing Customers to get re-
peat business as well as to acquire new customers.

Video advertisements: Advertisements that fall broadly under the display type but have
video Within them and are served before, during, and or after a video stream on the internet.

This type Comprises In-Video ads, Standard In-Stream ads (pre-rolls. Mid-rolls or post-
rolls), and TrueView ads.

Some of the Basic Terms in Digital Marketing

✓ Page View:

Viewing the page is known as a page view. It gets counted once the page is loaded.\

✓ Leads:
23
When one person fills in his details in the given box is known as the lead.

✓ Conversion:

The percentage of people whose activity can be tracked while clicking on an ad or Visiting a
website to actually purchasing a product or service. A high conversion rate Indicates that the
link, ad, or site was successful.

✓ Inbound link:

A link connecting to your website from a different website.

✓ Profiling:

To build a picture of a target customer based on information from various sources including
customer transactions completed forms and demographic data.

✓ Unique Visitor:

Unique IP address accessing a website.

✓ Landing Page:

A custom web page designed to convert visitors into leads or sales. Email, banner ads, And
even offline outbound marketing campaigns drive traffic to a landing page to Capture infor-
mation or trigger a sale. A landing page is also called a destination page Or splash page

3.5 TYPES OF ADS:

The Fold: Above the fold refer to banners ads that are displayed at the top of a web page

Rich media: Online ads that contain motion, sounds, or video are termed rich media ads.

Interstitial Ads: Ads that appear between web pages.

Banner Ads: Embedding an ad into a web page- known as a click-through due to interac-
tive actions. Where the consumers click and is taken to the banner ad's company websites.

Pop-up: Ads that display in a browser window either in the front or behind the current
browser Window.

24
Cost-per-action (CPA): The cost of advertising based on a visitor taking some specifically
defined action in response to an ad. "Action" includes such things as sales, transactions, cus-
tomer acquisition, or a click.

Cost-Per-Click (CPC): Cost of advertising based on the number of clicks received.

Cost-Per-Thousand (CPM): The standard unit for buying or selling Internet advertising.
The Thousand stands for thousand advertising impressions or views.

Pay-Per-Impression: Online advertising where an advertiser pays a pre-agreed price each

time a user Clicks on their advertisement. The cost for the click is often negotiated through
auction, with ad Placement determined by the relative size of the bid, as well as other factors.

Pay-per-inclusion: Search engine marketing programs that guarantee website listing for a
specific Keyword search term for a fee.

Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per lead.

3.5 BRANDING IN THE DIGITAL ERA:

Before doing this internship. I believed a marketer is responsible for building a brand or mar-
keter is a Custodian of a brand. But while doing an internship. I understood marketer is not a
custodian, he is a Person who guides a product to become a brand. Today, brand custodians
are the connected users who exist across digital platforms.

They are the publishers, circulators, ambassadors, and instigators and at the same time, they
are the custodians as well. Their digitally connected existence has power, credibility, and in-
fluence. Depth, and reach.

Their digital messaging has the velocity, acceleration, and momentum required to Impact
brands. Yet brands and their default custodians continue to live blissfully in an illusion of the
Control they exercise over their brand.

PEOPLE:

The digital age has democratized individuals. They are no longer passive consumers. but ac-
tive and Creative participants. They expect and believe in the co-creation of an experience.
thereby evolving From consumers to users.

They are becoming the most credible and reliable source of the true picture of A brand. Con-
sumers are beginning to seek a relationship of fair exchange between themselves and the
businesses Where each contributes and everyone gains.

25
Individuals are seeking a multidimensional relationship that provides them with more than
just the brand product/service. The fair exchange relationship is also offering new opportuni-
ties for the business to build more human connections.

Businesses will have to become receptive to this new-age definition of a relationship that
Consumers seek. They may do well to go a step ahead and create an environment that is re-
ceptive to this Fair relationship.

CHANNELS:

Consumers evolving into users and participating in co-creation, it is important for brands to
offer Those channels and platforms that allow them to participate in this process.

Users are seeking channels That offer them more than just digital promotional activities; they
want channels that allow them the Freedom to be publishers of content, information, and
data. that give them control over what content They produce and consume, which allow them
to co-create the brand experience.

The channels also need to be device agnostic. Users are adapting to the usage of different de-
vices throughout the day to execute tasks at hand. They might use a smartphone or tablet to
complete functional tasks etc. while on the move, but they use a PC for heavy content cre-
ation and research.

According to google research. 90 percent of people move between devices to accomplish a

task, with virtually all of them completing their task in one day. The most popular starting
point is the smartphone. In most cases, the tasks are continued on a PC though tablets are also
becoming a popular option for continuing social networking and watching videos.

Businesses and brands need to accept that it is the consumer who has become a more credible
publisher by virtue of their access to a device that is always on and active. Creating an envi-
ronment of device-agnostic platforms and channels that allow the co-creation of content be-
tween brands and consumers will address this shift.

ENGAGEMENT:

26
It is about creating a window with enhanced attention to influence behavior and motivations.
Every business eyeing the opportunity to engage users. it is critical to focus on engagement
by Increasing brand salience and influencing buyer behavior and choice.

Brands should be able to map a Customer's journey to understand where they can add value
and create an opportunity to engage them.

Brands need to understand that engagement is not about pushing product messages; it is
about capturing The imagination and the attention of the user. It is about designing a natu-
rally engaging experience.

GENDER WISE:

India currently has an online population of 213M, among them 60% are males and 40% are
Females. It has 110 M, mobile internet users. among them 80% are males and 20% are Fe-
males. 176M of the total internet population are part of Social Media.

According to the Internet And Mobile Association of India (IAMAI). the Internet user base in
The country stood at 190 million at the end of June 2013. For the whole year 2013, the Inter-
net user base grew 42% to 213 million, from 150 million in 2012. With more and more peo-
ple accessing the web through mobile phones, the internet user base in the country is Pro-
jected to touch 243 million by June 2014, a year-on-year growth of 28%.

Younger males and women aged 35-44 emerge as power users Indian males aged between
"15 and 24" are major users among Males and females 35-44 are Major users of the internet.

3.6 IMPACT OF DIGITAL MARKETING ON LEAD GENERATION:

In digital marketing, lead generation is the process of identifying, attracting, and transform-
ing online users into prospects for a business. The method utilizes online channels, tactics,
and strategies such as email campaigns, paid social media ads, or even offering downloadable
content through a landing page.

A few examples include running paid ads on social media, offering free product trials via a
website, and launching an email campaign.

Traditionally Lead Generation has been a responsibility of the Sales team. In the digital era,
however, that responsibility is now shared between the Sales and Marketing teams.

27
Digital marketing lead develops digital marketing strategy by studying economic indicators,
tracking changes in supply and demand, identifying customers and their current and future
needs, and monitoring the competition. Plans and executes all web, SEO/SEM, database mar-
keting, email, social media, and display advertising campaigns.

Lead Generation for digital marketing agencies:

11. Focus on high-quality lead magnets:

creating strong, high-quality lead magnets is a powerful option when it comes to your lead
generation strategies. Not only are you creating a path in the digital sales funnel that works as
an incentive for users to get in touch and share their lead information, but you’re getting
to showcase that you actually have the expertise that you claim.

Here are some of the most popular lead magnets:

• Webinars 
• Checklists 
• Ebooks
• Worksheets
• Templates

2. Use content marketing to showcase knowledge:

Content marketing is another way to showcase how much your agency knows and what you
can offer to clients while you’re slowly building a relationship in a no-pressure environment.
Potential clients can find resources you’ve created, come to trust your expertise, and reach
out when they realize that marketing is just too technical and time-consuming to tackle on
their own.

As an ad agency lead generation tool, a blog can really help you create and share optimized
content for high-intent keywords that users may search for when they’re either actively look-
ing for an agency or when they’re at the point of realizing they need one.

If someone is searching for something like “Facebook’s Business Manager advanced fea-
tures”, they’re likely looking to set up these features themselves.

3. Implement account-based marketing strategies:

Account-based marketing is the practice of pitching work and marketing directly to specific
individuals or companies.

28
When you’re using account-based marketing strategies, the ball is really in your court. You
can research these potential clients extensively, reviewing their audience, their existing mar-
keting strategies, and their needs.

You can then create value-specific pitches based on what you think they need, reaching out
to key decision-makers proactively. In many cases, they’re relatively easy to find on plat-
forms like LinkedIn, where they’re simply a message away.

4. Run PPC Lead Generation ads:

Pay-per-click (PPC) ads allow you to reach users with whom you may not have connected
otherwise.

You can use platforms like Google Ads to show up in relevant searches when potential leads
are seeking services like yours. You can also use discovery-based platforms like Facebook or
LinkedIn to generate demand where there wasn’t any before, getting people excited about an
agency even if they hadn’t been considering it.

When it comes to ad agency lead generation platforms, there are three that you should test:
Facebook, LinkedIn, Google, and TikTok.

5. Work with the right influencers:

When it comes to how to promote a digital marketing agency on social media, one more
thing that can really make a difference is setting up an influencer marketing strategy. Influ-
encer marketing has become extremely popular in recent years, especially for B2C markets,
but it can be a great ad agency lead generation strategy as well.

The key is to find the right influencers to work with.

Since we’re talking about a B2B business, you have to focus on personalities such as speak-
ers at trade events, industry journal contributors, or any other relevant, authoritative media
personalities in your sector.

6. Take advantage of marketing automation:

Automation is a marketer’s best friend. Marketing automation can help you improve your ad
agency lead generation funnel while saving you a significant amount of time. It can automati-
cally sync new users to your CRM, help with lightning-quick auto-responders, and continu-
ally show your ads to new users by updating ad lists.

7. Use referral marketing:

If your goal is to generate leads for marketing agencies at a low cost, you should take a look
at referral marketing programs. 

Referral marketing can help you consistently attract high-value and long-retaining leads and
clients. Referred customers typically have an LTV that’s around 16% higher than other cus-
29
tomers, and B2B marketers said the average conversion rate was 11% for referrals. This
shows that, when it comes to conversion rates, referrals beat all the other marketing chan-
nels by large margins.

30
CHAPTER IV

31
 DATA ANALYSIS AND INTERPRETATION

4.1 How do you get information about the product?

NO.OF.
S.NO ATTRUBUTES PERCENTAGE
RESPONDENTS
1 FRIENDS 10 20
2 FAMILY 7 15
3 NEWS 12 25

4 ADVERTISEMENTS 16 30

5 OTHER SOURCE 5 10

TOTAL 50 100
TABLE 4.1

CHART 4.1

Interpretation: Samples show that 30% of people get to know about new products through
advertisements and are followed by friends means a reference group.

32
4.2 Do you collect information before purchasing the product?

NO.OF. PERCENTAG
S.NO ATTRUBUTES
RESPONDENTS E
1 Yes 40 90
2 No 10 10
TOTAL 50 100
TABLE 4.2

CHART 4.2

Interpretation: Survey results show that 90% of people collect information before purchas-
ing the products. Only a few people don't bother about info before purchasing the product.

33
 CHART 4.3

4.3 Do you ever purchase a product from an online site?

NO.OF. PERCENTAG
S.NO ATTRUBUTES
RESPONDENTS E
1 Yes 36 84
2 No 14 16
TOTAL 50 100
TABLE 4.3

Interpretation: The question asked most young people and 84% of people said they buy
from Online sites and only a few people said they never purchased from Online sites.

4.4 Do you have a Smartphone?

34
 NO.OF. PERCENTAG
S.NO ATTRUBUTES
RESPONDENTS E
1 Yes 47 94
2 No 3 6
TOTAL 50 100
TABLE 4.4

CHART 4.4

Interpretation: The question was asked to various ages people a maximum number of peo-
ple said yes that they have a smartphone 94% answered YES that they have a smartphone.

4.5 Do you prefer online news or the newspaper?

35
 NO.OF. PERCENTAG
S.NO ATTRUBUTES
RESPONDENTS E
1 Online News 28 56
2 Newspaper 22 44
TOTAL 50 100
TABLE 4.5

CHART 4.5

Interpretation: 56% of people said YES to reading newspapers, 56% are reading newspa-
pers through online portals, and only 44% people said NO to reading newspapers online.

4.6 Mention one form of media you use the most?

36
 CHART 4.6

NO.OF.
S.NO ATTRUBUTES PERCENTAGE
RESPONDENTS
1 Newspaper 15 30
2 Online 20 40
3 T.V 10 20
4 Radio 2 4
5 Other source 3 6
TOTAL 50 100
TABLE 4.6

CHART 4.7

Interpretation: 40% of the samples are saying they have trust in online ads, 30% are saying

they have trust in Newspaper.

4.7 Are you satisfied with the Online services?

37
 NO.OF.
S.NO ATTRUBUTES PERCENTAGE
RESPONDENTS
1 Strongly Satisfied 10 20
2 Satisfied 20 40
3 Indifferent 15 30
4 Dissatisfied 4 8
Strongly
5
dissatisfied
1 2
TOTAL 50 100
TABLE 4.7

Interpretation: 40% of people said they are satisfied, and 20% said they are Strongly Satisfied with
the Online Services.

4.8 How will your share your experience with others?

NO.OF.
S.NO ATTRUBUTES PERCENTAGE
RESPONDENTS
1 Talk 11 22
2 Mail 3 6
3 Messaging 6 12
4 Blogging 3 6
5 Social media 27 54
TOTAL 50 100
TABLE 4.8

38
 CHART 4.8

Interpretation: 54% will share their experience through social media networking sites, and 22%
through talking face to face.

39
CHAPTER V

40
 5.1 FINDINGS

• Indian customers are highly information seekers. They collect more information.

• About the quality and price, and refer to customer's experiences before purchasing a
product. Advertisements have a high impact on creating stimulus in Indian customers.

• Indian consumers have a high tendency to go for online purchases. They have a high
affinity to go online for electronic products and apparel.

• India currently has an online population of 213M, among them 60% are males and 40%
are Females.

• It has 110 M, mobile internet users. among them 80% are males and 20% are Females.
176M of the total internet population are part of Social Media.

• According to google research. 90 percent of people move between devices to accomplish a

task, with virtually all of them completing their task in one day.

• One of the current trends in Indian youth and young Indians is watching TV programs via
online portals. Maybe the main reason is the convenience of time.

• The country stood at 190 million at the end of June 2013. For the whole year 2013, the
Internet user base grew 42% to 213 million, from 150 million in 2012.

• Younger males and women aged 35-44 emerge as power users Indian males aged between
"15 and 24" are major users among Males and females 35-44 are Major users of the
internet.

• Samples show that 30% of people get to know about new products through advertisements
and are followed by friends means a reference group.

• Survey results show that 90% of people collect information before purchasing the
products. Only a few people don't bother about info before purchasing the product.

• 56% of people said YES to reading newspapers, 56% are reading newspapers through
online portals, and only 44% people said NO to reading newspapers online.

• 40% of people said they are satisfied, and 20% said they are Strongly Satisfied with the
Online Services.

5.2 SUGGESTION
41
The research in GSC INFRA has helped me in broadening my view. It has helped me to
know that Marketing is the heart of every organization. It made me aware of how Marketing
plays an important role in the smooth functioning of any organization. But I have found that
there is something that lacks in the company and which is possible to overcome. GSC IN-
FRA is engaged in making maximum sales, providing satisfaction to its customers, as well
as maintaining good relations with the corporate world.

1. Special offers can be given to make the customer use all the digital marketing services of
our company. This will help to increase sales and overall business.

2. Additional point of contact members can be allocated to each customer. This will help
them to update the status of the website optimization to the customers on a periodical basis.

3. Special training can be provided to the customers to understand various new innovations
that happened in the website optimization field. This will motivate the customers to choose
other digital marketing services.

4. Make the infrastructure better to work with more efficiency for the employers.

5. I learned how to talk with clients while meeting with them and experienced the corporate
feeling which gives me good exposure.

6. Get to know about challenges and opportunities in digital marketing and Gain a basic un-
derstanding of SEO, and SEM. SMM, CRM, etc

5.3 Conclusion

42
Digital Marketing is the future. The way it is growing in India it can be said that within 5 to
10 years it will be the most powerful medium of communication for every brand. A proper
initiative from the brand can stand out in social media and make a solid place of its own.
Throughout the internship period, the author tried their best to learn from a professional as-
pect and implement what was learned. Here, the author used theoretical knowledge which
was earlier achieved in the educational period and also, used what was learned throughout
the internship programs.

In this report, the author tried to include the overall findings of the internship period and in-
cluded the knowledge that was gained as far as possible. The author gained an opportunity
to gain much insight into Social Media Marketing. During the internship period, the author
learned that SMM is in itself a vast field that can be considered a career choice. During the
internship, a practical view of the relationship between SMM and Designing was acquired.

In short, my internship at GSC INFRA was a wonderful experience in terms of exposure to

the professional world and it helped me to gain better knowledge along with the implemen-
tation. It was very beneficial as the author learned a lot, and helped to discover works in the
real world.

BIBLIOGRAPHY

43
Books:
• Digital Marketing by Seema Gupta, McGraw Hill

Websites:
• https://ijcrt.org/papers/IJCRT2105810.pdf

• https://web.archive.org/web/20201121144203id_/https://
www.journal.atmph-specialissues.org/uploads/179/8572_pdf.pdf

• https://leadsbridge.com/blog/lead-generation-for-digital-marketing-
agencies/

• https://www.toffeeglobal.com

• https://www.sciencedirect.com

ANNEXURE

QUESTIONNAIRE

44
1. How do you get information about the product?
• FRIENDS
• FAMILY
• NEWS
• ADVERTISEMENTS
• OTHER SOURCE

2. Do you collect information before purchasing the product?

• Yes
• No

3. Do you ever purchase a product from an online site?

• Yes
• No

4. Do you have a Smartphone?

• Yes
• No

5 Do you prefer online news or the newspaper?

• Online News
• Newspaper

6. Mention one form of media you use the most?

• Online
45
 • Newspaper
• T.V
• Radio
• Other source

7. Are you satisfied with the Online services?

• Strongly Satisfied
• Satisfied
• Indifferent
• Dissatisfied
• Strongly dissatisfied

8. How will your share your experience with others?

• Talk
• Mail
• Messaging
• Blogging
• Social media

46