a study on digital marketing & its impact on sales

A Study on Digital Marketing and its impact on sales

CHAPTER 1

EXECUTIVE SUMMARY

ALLIANCE ASCENT COLLEGE


EXECUTIVE SUMMARY

The Internship started on 27th April, 2015 under the guidance of Prof. Krishna K. Hawalder

and then Prof. Shilpa Santosh. The name of the company under which I have done my

internship is SkyDream Consulting, which is a web design and consulting company. It is also

a digital marketing agency. It designs websites for their clients as well as for their own

business purposes & also undertakes various projects for their clients.

Sky Dream Consulting is a full service agency which provides many different services to

customers like Web Designing, Web Development, Digital Marketing Training, under-takes

various projects and also provides placement assistance and many more. My task is to

generate leads and sales of various services offered by the Company using Digital marketing

techniques like SEO (Search Engine Optimization), SEM (Search Engine Marketing), SMM

(Social Media Marketing), E-mail Marketing & Mobile Marketing etc.

The various tasks which I undergone as an intern are:-

Competitor Analysis and Market Research.

Finding potential targeted customers online.

Promoting on search engine.

Promoting on social media.



CHAPTER 2

INTRODUCTION



INTRODUCTION

Digital Marketing is an umbrella term for the targeted, measurable, and

interactive marketing of products or services using digital technologies to reach consumers.

The key objective is to promote brands through various forms of digital media. It is embodied

by an extensive selection of service, product and brand marketing tactics, which mainly use

the Internet as a core promotional medium, in addition to mobile and traditional TV and

radio.

Digital marketing includes Internet marketing techniques, such as search engine

optimization (SEO), search engine marketing (SEM) and link building. It also extends to non-

internet channels that provide digital media, such as mobile phones (both SMS and MMS),

callback and on-hold mobile ring tones, social media marketing, display advertising, e–

books, optical disks and games, and any other form of digital media.

According to the Digital Marketing Institute, Digital Marketing is the use of digital channels

to promote or market products and services to consumers and businesses.

The project carried out at Sky Dream Consulting was basically to generate leads and sales of

various services offered and to develop the brand name through the social media sites like

Facebook, Twitter, Yahoo, You Tube etc. The role of social networking helped in posting

status, links and videos about the services and providing early bird discounts to interested

customers.

Being a start-up company, the project was mainly to focus on Online Branding/Online

Reputation of the website and utilizing them effectively to promote the brand name and

attract more and more customers through the use of Digital Marketing Strategies.

The project is to build out better network around the company and focus on the targeted

customers all around with the use of various Digital Marketing techniques and to create a

distinctive positioning for the institute or the services and to build image and creditability.

The other part of the project was to create online survey through the questionnaire about the

services that the company offers and to understand the impact of Digital marketing on

consumer preferences.


https://en.wikipedia.org/wiki/Digital_Marketing_Institute

https://en.wikipedia.org/wiki/Social_media_marketing

https://en.wikipedia.org/wiki/Multimedia_Messaging_Service

https://en.wikipedia.org/wiki/SMS

https://en.wikipedia.org/wiki/Search_engine_marketing

https://en.wikipedia.org/wiki/Search_engine_optimization


https://en.wikipedia.org/wiki/Marketing


INDUSTRY PROFILE

Digital Marketing Companies are the Marketing companies which make use of electronic

devices such as personal computers, smart phones, cell phones, tablets, and game consoles to

engage with stakeholders. Social Media Marketing is a component of Digital Marketing.

Many organizations like Sky Dream Consulting and NIDM use a combination of traditional

and digital marketing channels. The term digital marketing was first used in the 1990s. In the

2000s and 2010s, Digital Marketing companies became more sophisticated as an effective

way to create relationship with the consumer that has depth and relevance. In 2013 and 2014

statistics it showed digital marketing companies remained in a growing field. Digital

Marketing is often referred to as ‘online marketing’ or ‘internet marketing’. The term ‘digital

marketing’ has grown popularity over time, particularly in certain countries. In USA ‘online

marketing’ is still prevalent but in the UK, ‘digital marketing’ has become the most common

term.

Different Types of Digital Marketing:-

1) Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility of a website or

a web page in a search engine's unpaid results - often referred to as "natural," "organic," or

"earned" results. In general, the earlier (or higher ranked on the search results page), and

more frequently a site appears in the search results list, the more visitors it will receive from

the search engine's users. SEO may target different kinds of search, including image

search, local search, video search, academic search, news search and industry-

specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people

search for, the actual search terms or keywords typed into search engines and which search

engines are preferred by their targeted audience. Optimizing a website may involve editing its

content, HTML and associated coding to both increase its relevance to specific keywords and

to remove barriers to the indexing activities of search engines. Promoting a site to increase

the number of backlinks, or inbound links, is another SEO tactic.


https://en.wikipedia.org/wiki/Backlinks

https://en.wikipedia.org/wiki/Web_crawler

https://en.wikipedia.org/wiki/HTML

https://en.wikipedia.org/wiki/Internet_marketing

https://en.wikipedia.org/wiki/Vertical_search

https://en.wikipedia.org/wiki/Academic_databases_and_search_engines

https://en.wikipedia.org/wiki/Video_search

https://en.wikipedia.org/wiki/Local_search_(Internet)

https://en.wikipedia.org/wiki/Image_search

https://en.wikipedia.org/wiki/Image_search

https://en.wikipedia.org/wiki/Organic_search

https://en.wikipedia.org/wiki/Search_engine

https://en.wikipedia.org/wiki/Web_page

https://en.wikipedia.org/wiki/Website


White hat versus black hat techniques

SEO techniques can be classified into two broad categories: techniques that search engines

recommend as part of good design, and those techniques of which search engines do not

approve. The search engines attempt to minimize the effect of the latter, among

them spamdexing. Industry commentators have classified these methods, and the practitioners

who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce

results that last a long time, whereas black hats anticipate that their sites may eventually be

banned either temporarily or permanently once the search engines discover what they are

doing.

2) Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion

of websites by increasing their visibility in search engine results pages (SERPs) primarily

through paid advertising. SEM may incorporate search engine optimization (SEO), which

adjusts or rewrites website content to achieve a higher ranking in search engine results pages

to enhance pay per click (PPC) listings.

In 2012, North American advertisers spent US$19.51 billion on search engine marketing. The

largest search engine marketing (SEM) vendors were Google AdWords, Bing Ads and Baidu.

As of 2006, SEM was growing much faster than traditional advertising and even other

channels of online marketing. Managing search campaigns is either done directly with the

SEM vendor or through an SEM tool provider. It may also be self-serve or through an

advertising agency.

Methods and metrics

There are four categories of methods and metrics used to optimize websites through search

engine optimization.

1. Keyword research and analysis involves three "steps": ensuring the site can be

indexed in the search engines, finding the most relevant and popular keywords for the

site and its products, and using those keywords on the site in a way that will generate

and convert traffic.


https://en.wikipedia.org/wiki/Keyword_research

https://en.wikipedia.org/wiki/Advertising

https://en.wikipedia.org/wiki/Baidu

https://en.wikipedia.org/wiki/Bing_Ads

https://en.wikipedia.org/wiki/Google_AdWords

https://en.wikipedia.org/wiki/Pay_per_click


https://en.wikipedia.org/wiki/Search_engine_results_page

https://en.wikipedia.org/wiki/Websites

https://en.wikipedia.org/wiki/Internet_marketing

https://en.wikipedia.org/wiki/Black_hat_hacking

https://en.wikipedia.org/wiki/White_hat_(computer_security)

https://en.wikipedia.org/wiki/Spamdexing


2. Website saturation and popularity, or how much presence a website has on search

engines, can be analyzed through the number of pages of the site that are indexed on

search engines (saturation) and how many backlinks the site has (popularity).

3. Back end tools, including Web analytic tools and HTML validators, provide data on a

website and its visitors and allow the success of a website to be measured.

4. Whois tools reveal the owners of various websites, and can provide valuable

information relating to copyright and trademark issues.

3) Social Media Marketing (SMM)

Social media marketing is the process of gaining website traffic or attention through

social media sites. Social media marketing programs usually center on efforts to create

content that attracts attention and encourages readers to share it across their social

networks.

Social media has become ever more important as Google and company cracks down on

black-hat marketing tactics. Search engines have also begun using activity on these

websites as a metric for popularity and usefulness. Shares on Facebook, Twitter retweets

and +1s on Google all help your position on the search engine results pages; however,

social media marketing is about more than that.

With this type of marketing, your company can more directly connect with consumers to

highlight your brand’s values and strengthen your reputation. You have the opportunity to

turn around negative experiences in a public forum, to provide updates from your website

and encourage discussion among your fans. Social networking on Facebook and similar

sites allows you to track what people are really saying about your company, even if

they’re not saying it directly to you.

Some Social media platforms are:-Social networking websites

Twitter

Facebook

Google+

You Tube

Blogs


https://en.wikipedia.org/wiki/Social_network

https://en.wikipedia.org/wiki/Social_network

https://en.wikipedia.org/wiki/Web_traffic

https://en.wikipedia.org/wiki/Backlink


4) E-mail Marketing

Email marketing is directly marketing a commercial message to a group of people

using email. In its broadest sense, every email sent to a potential or current customer could be

considered email marketing. It usually involves using email to send ads, request business, or

solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email

marketing can be done to either sold lists or a current customer database. Broadly, the term is

usually used to refer to sending email messages with the purpose of enhancing the

relationship of a merchant with its current or previous customers, to encourage customer

loyalty and repeat business, acquiring new customers or convincing current customers to

purchase something immediately, and adding advertisements to email messages sent by other

companies to their customers.

Different types of E-mail Marketing

I. Email Newsletters: - An email newsletter is like a periodic publication that you can send

straight to a prospect or customer's email inbox. The content of these emails should be

engaging and relevant to your industry and could include recent blog posts by your

company, press releases, new product information, special offers, and links for donations,

subscriptions, or surveys, as they may be appropriate.

II. Dedicated E-mail:- Sometimes called "stand-alone emails," these emails are concerned

with one topic at a time. Whether you are discussing a new product offering, a special

event, or are hyping up your own brand-new eBook, this email gives an in-depth review

of one thing.

III. Lead Nurturing E-mails:- Where a dedicated email is a one-time thing meant to generate

interest in a new product, lead nurturing emails are a series of email communications

meant to foster a relationship with a new sales lead (hence the name lead nurturing).

Ideally, you should use these emails shortly after your initial contact with your lead, as

the click-through rate on your emails drops the longer you wait to make contact.

IV. Sponsorship E-mail:- A sponsorship email is less of a format and more of a practice.

When you pay for space in another company's newsletter or email, either as pay-per-click,

mobile ad, or other advertisement, you are engaged in the use of sponsorship email.


http://www.bluleadz.com/blog

http://www.bluleadz.com/blog

https://en.wikipedia.org/wiki/Customer_loyalty

https://en.wikipedia.org/wiki/Customer_loyalty

https://en.wikipedia.org/wiki/Email


Why Digital Marketing is better as compared to Traditional Marketing?

The differences between digital marketing and traditional marketing are obvious: one focuses

on the web and the other focuses on media like print, television, radio, and direct mail.

Following are six reasons as to why we should go for Digital Marketing.

1) Digital Marketing Is Cost-Effective

Digital marketing is more cost-effective than advertising in traditional media like television,

radio, print media and the Yellow Pages. A well-executed digital marketing strategy, for a

reasonable monthly investment, gives your business the power to advertise effectively against

larger competitors, reach a wider audience of qualified customers, generate new revenue, and

get the data you need to accurately measure your return on investment (ROI).

2) Online is Measurable

It's not easy to know how many people heard your radio spots or read your newspaper ad. But

you can find out exactly how many times your digital marketing messages were displayed to

local customers actively researching a purchase, how many times they were clicked, which

web pages they visited after clicking, how long they looked around, and more.

This online marketing data makes it easy to measure your progress against your business

goals, and quickly adapt your entire marketing strategy to take advantage of what’s working

best.

With digital marketing, you can also learn things like peak days and times for visits to your

website, and see how many conversions occurred (a visitor took an action you specified)

signaling an intent to purchase from your business.

3) Digital Is Terrific for Brand Development

A well-designed, regularly updated website with high quality content is one of the best local

brand-building investments you can make. Today’s reality: even if you don’t sell online your

business must be found online when a qualified local customer is researching a purchase.



When your website adds value by giving your target audience the information and answers

they seek through a blog or other posted information, you can generate more leads and build

a sense of trust with your local website visitors.

You’ll get maximum results when you couple a great website with a consistent monthly

online marketing investment, strengthening your visibility with potential customers so they

swing your doors and buy from you over the competition.

4) With Digital the Potential for Exposure Is Tremendous

Your online marketing campaign has the power to drive hand-crafted marketing messages on

to the digital devices your local customers use every day, including laptops, desktops, tablets

and smartphones.

Face it: when was the last time you heard of a printed sales flyer going viral - spreading

around your target market like wildfire? Digital marketing has the potential for reaching

exponentially more customers than your traditional marketing.

When your website content and digital ads appear on Google, bing and Yahoo, plus social

networks like Facebook, Twitter, Pinterest, etc. your message and brand can be seen by many

more potential customers, stretching the effectiveness of your total marketing investment.

5) Digital Lets You Reach Qualified Consumers

With the widespread exposure digital marketing produces, and the many ways you have to

target digital marketing campaigns, you're more likely to reach people who are interested in

your products, and less likely to annoy those who aren’t interested.

Online you can target your marketing campaign to show marketing messages only to

prospective customers who are ready to buy today, which is much harder to do with

traditional marketing.

6) Digital Marketing Sets the Stage for Customer Engagement

With a great website and comprehensive marketing program up and running, you’ll develop

multiple opportunities to engage with your target audience. Traditional marketing works to



build your brand and local market awareness, driving consumers to your website to continue

the research process, ultimately leading to more sales every month.

Whether it’s lots of phone calls from local customers seeing your online ads, to email opt-ins

for a monthly newsletter, comments on a blog, or social media discussions, digital makes it

easy to communicate with current and prospective customers alike.



PLAYERS IN THE INDUSTRY

Mumbai

1. Webchutney (www.webchutney.com)

This is one of the top digital marketing firms of the country. Their clients include Boston

Consulting Group, Airtel, MakeMyTrip, BookMyShow, Tata Motors, Unilever, P&G, HP,

Airtel, Microsoft, Carslberg and Suzlon.

2. BC Web Wise (www.bcwebwise.com)

BCWW’s digital solutions range from website development to online marketing that includes

social media and search marketing as well as media planning and buying. With a huge

clientele it deals with all aspects of internet media solutions and other advertising and

promotional need of clients. The clients of this digital marketing company are Hero Honda,

Airtel, Microsoft, ITC, HUL, Kellogs and GroupM.

New Delhi

1. iStrat (www.istrat.in)

iStrat is a member of the National Association of Software and Services Companies

(NASSCOM) that deals with brand management and marketing. Their clients include

Maruthi Suzuki, Nestle, Alpha Corp, Pepsico, Redtape, DSCL, Max India Limited, Hero

Honda, Ranbaxy and more.

2. Media2win (http://media2win.com/)

This is a full service digital agency that offers digital marketing spectrum. Their clients

include Aegon Religare, AXN, Bajaj Auto, Lenovo, Adidas, Samsung, Tata Sky, Smirnoff,

Tetley, Metlife etc.


http://media2win.com/

http://www.istrat.in/

http://www.bcwebwise.com/

http://www.webchutney.com/


Hyderabad

1. Sitosys Digital (www.sitosysdigital.com)

Sitosys Digital, a Hyderabad based digital marketing company providing end-to-end digital

marketing services. Their services includes SEO, PPC, Social Media, Search marketing and

others.

2. Shoot Order (https://www.shootorder.com/index.php)

This agency has over 200 clients across the globe and is a premier web development

company and a digital marketing agency based in Hyderabad.

Bangalore

1. Flare Path (www.flarepath.in)

This agency provides end-to-end, creative content marketing services and products. Their

clients include Diesel, Movie Now, ET Now, Channel V, NDTV and more.

2. Alive Now (www.alivenow.in)

Alive now is a full-service award-winning social media agency offering a wide range of

social media services. Their illustrious list of clients include Hard Rock Café, Pepsi,

Hyundai, California, Reliance Trends, PVR Cinemas, Aditi Technologies, Mahindra Retail,

ITC and many more.

Kolkata

1. Techshu (www.techshu.com)

The phenomenal digital marketing firm in Kolkata consists of 7 wow marketing teams. The

teams are categorized as per the business requirements and each team consist of vibrant and

smart minded individuals who are truly versed with the real fundamentals of results driven

strategies


http://www.techshu.com/

http://www.alivenow.in/

http://www.flarepath.in/

https://www.shootorder.com/index.php

http://www.sitosysdigital.com/


COMPANY PROFILE

SKYDREAM CONSULTING

Sky Dream is a website design and development company with 7 years of Golden experience

in implementing solutions like Web Design, Web Development , CMS website design,

Content Management System integration, implementing blogs like Blogger and WordPress ,

Search Engine Optimization and such related services.

Sky Dream have creative & talented web designers/developer and can help you implement

your ideas online. We are a more design focused company with focus on implementing open

source technologies. We make use of open source software like WordPress, Blogger and E-

Commerce to create great looking and functional websites.

Sky Dream Consulting understands the key IT requirements within any organization-the

business software applications deployed, the network environment, and the ongoing support

and management of IT infrastructure.

Strategic thinking, top designers, personal attention, competitive prices, real world results –

discover the Sky Dream Consulting difference.

Content Management Systems let you manage your own content and images.

Search Engines Optimized sites to significantly improve your site ranking.

Integrated shopping carts allow you to market and sell your products online.

Photo galleries manage and share special events.

Blog posts to write about your latest ideas and developments.



Why choose us :-1.Experience:

With over 7 years Website Design and Development experience, our team knows what it

takes to get your project done fast and done right.

2.Quality:

You can depend on our specialized team of professional web developers, graphic designers,

programmers and marketers to provide you with the high quality service you expect and

deserve from Sky Dream Consulting Company

3.Value:

When it comes to finding the right web design team on the Internet, we know you won’t be

disappointed with our product & our price.

Sky Dream Consulting brings together powerful web site management tools, innovative

design, common sense usability, and internet marketing strategies that achieve results for our

clients.

We aim to be efficient, affordable, and fun.



SERVICES OFFERED

The various services, courses and training offered by the company are:-

Ad campaigns for IT Companies

Web Designing

Web Development

Content Management System integration

Creative Content Marketing Services

Integrated Marketing and Communication Solutions

Educational Services to students as well as employees/workers.

PPC Services

SEO Services

SEM Services

SMO Services

Digital Marketing Training

Testing Tools Training

Blog Marketing

Mobile Marketing

E-mail Marketing

Java



PROJECTS UNDERTAKEN BY SKY DREAM CONSULTING



COMPETITORS

1. Interactive Avenues (http://interactiveavenues.com/)

The services of this full-service digital marketing company include media, creative, search,

analytics, mobile, social and ORM. The clients of this agency are Tanishq Mia, Mumbai

Fighter, American Express, GNIIT, Durex Play O, Sony Walkman, Intel-Connected Indians

and more.

2. Ignitee (www.ignitee.com)

This digital agency delivers integrated marketing and communication solutions to strengthen

relationships between brands and social and mobile consumers. Their clients include Maruti

Suzuki, Thomas Cook, Standard Chartered, Samsonite etc

3. Geek (www.geekcreativeagency.com)

The services of this digital agency include online contests and promotion, social media

management, professional branding, event capture, social media marketing, social media

optimization, brand management, email marketing, mobile marketing, website development,

SEO, web and mobile application. The brands that they have serviced are Britannia Bourbon,

Fastrack Girl, Happy Creative, Kingfisher Cheers, Nirvana Films, Durex jeans, Fastrack

Biker.


http://www.geekcreativeagency.com/

http://www.ignitee.com/

http://interactiveavenues.com/


SWOT ANALYSIS

SKYDREAM CONSULTING

Strength:-

Google AdWords Premier Partner.

Strong Technology Competency.

Competitive Pricing and Quality Work.

Seamless Communication.

Clients Recommended Company.

Client Base from across PAN India.

Weakness:-

Fails to capture the market potential.

Popularity in social media should be maximized.

Infrastructure needs development.

Lessing the cost could bring in more of employment turnover.

Profitability could end up saturated until it expands geographically.

Opportunities:-

To create clean, sharp, professional website development services.

To create a strong online community with social awareness.

New markets should be brought.

New acquisitions should be involved.

Various clients across India today.

Easy to customize to fit the clients’ needs.

Threats:-

Competitors are growing.

Costs are building up high.

New government Regulations.

The capacity financially could be reduced later.

The front page is not attractive as other sites.



CHAPTER 3

PROJECT PROFILE



PROJECT PROFILE

OBJECTIVES OF THE STUDY

1. To increase the online presence of www.skydreamconsulting.com.

2. To increase the sales of various services offered by the website such as Web Designing,

E-mail Marketing, Digital Marketing Training etc.

3. To enhance the online reputation of www.skydreamconsulting.com by increasing traffic

and coming in 1st page of Google.

RESEARCH METHODOLOGY

Sources of Data:-

Primary Method: - To obtain primary data through descriptive research which is also

called survey method.i.e. to carry out sample survey of existing and prospective

customers/clients.

Secondary method:-

1) Search Engine Optimization (SEO)

2) Search Engine Marketing (SEM)

3) Social Media Marketing (SMM)

Type of Research: - Descriptive Research

SAMPLING PLAN:-

1) Sampling Unit: - They are individuals and corporate, existing and

prospective customers/clients.

2) Sample Size: - 50 individuals and 25 corporate.

3) Sampling Technique: - Non-Probability Convenience Sampling.

METHOD OF INTERVIEW:-

1) Online Interview

2) Telephone Interview

3) Personal Interview


http://www.skydreamconsulting.com/



Research Instrument: - Questionnaire (Same for Individuals and Corporate)

Data Analysis: - Descriptive Analysis Techniques, Tabulation of Data.



CHAPTER 4

ANALYSIS AND INTERPRETATION



DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS TOOLS AND TECHNIQUES

In Order to tabulate and study the data, Microsoft Excel and Microsoft PowerPoint was used.

The various tools and techniques available in Excel enabled a comprehensive and accurate

analysis of the data. Pivot Charts and Pivot tables helped in summarizing the data and

representing them pictorially.

1) USAGE OF INTERNET BY RESPONDENTS

Everyday 67%

Once in 2-3 days 21%

Once in one or few weeks 12%

Not at all 0%

GRAPH SHOWING USAGE OF INTERNET BY RE-SPONDENTS

EverydayOnce in 2-3 daysOnce in one or few weeksNot at all



It has been found that 67% of the respondent use Internet every day, 21% of the respondent

use once in 2-3 days, 12% of the respondent use once in one or few weeks and there are no

respondent who doesn’t use Internet at all.

It is clearly understood that the new media and its technology is an emerging trend in

communication which attracts almost all the people. So this digital media has more snatchers

towards its communication and internet is becoming part of necessary communication among

the students and professionals.

2) IMPORTANCE OF ONLINE SERVICES(Online Banking, Shopping, Learning etc)

BY THE USER

Extremely Important 59%

Very Important 25%

Somewhat Important 12%

Not very Important 4%

Not at all Important 0%

Extrem

ely Im

portant

Very Im

portant

Somew

hat Im

portant

Not very

Importa

nt

Not at a

ll Importa

nt0%

10%

20%

30%

40%

50%

60%

70%

Online Services



It has been found that 59% of the user states that online services are extremely important,

25% of the user states that online services are very important, 12% of the user states that this

services are somewhat important and only 4% of the user states that online services are not

very important whereas there is no user who has stated that online services are not at all

important.

From this it has been found that online services are picking up the trend & majority of the

people are using these online services and considering it a very important part of life.

3) AWARENESS OF SOCIAL NETWORKING SITES

Aware of Social Networking 99%

Unaware of Social Networking 1%

GRAPH SHOWING AWARENESS OF SOCIAL NETWORKING SITES

AwareUnaware



From this result, it is observed that nearly 99% of the internet users are aware of social

networking sites and 1% of them are clueless. Although, the concept of computer-based

communities dates back to the early days of computer nertworks, only some years after the

advent of the internet, online social networks have met public and commercialize in a

successive manner. At the most basic level, an online social network is an integrated

community where individuals interact, often through profiles that represent themselves to

others.

Social networking have grown rapidly, and some like Facebook and Orkut have achieved the

mass market and penetrated in few months since their inception, such applications have

infringed their users in different strategy to interact with more people.

4) AWARENESS OF VARIOUS SERVICES OFFERED BY THE WEBSITE

Yes 76%

No 24%

GRAPH SHOWING AWARENESS OF SERVICES OFFERED

YesNo

It has been found that 76% of the respondents are aware of all the services provided by the

website www.skydreamconsulting.com whereas the remaining 24% are not aware of all the

services provided by the above mentioned website.




From this it shows that the company needs to put more focus on advertisements of their

services through digital marketing techniques such that more customers become aware of.

5) PREFERENCE OF RESPONDENTS TO USE COMPANY’S SERVICES

Digital Marketing 45%

Web Designing 24%

Web Development 16%

Java 4%

None 0%

Any others 11%

GRAPH SHOWING PREFERENCE OF RESPONDENTS TO USE COMPANY'S SERVICES

Digital marketingWeb DesigningWeb DevelopmentJavaNoneAny others

From the observation it has been found that 45% of the respondent prefers digital marketing

services, 24% prefers web designing services, 16% prefers web development services

whereas only 4% prefers java training, 11% prefers other services and there is no respondents

who is not interested in any services.



It has been found that a lot of people are nowadays interested in digital marketing as there is

vast scope in the digital world and everybody is keen in taking the services. Respondents who

choose other services specified that they are interested in Creative Content Marketing

Services and Content Management.

6) SERVICE AVAILABILITY IN SKYDREAM CONSULTING COMPANY

Excellent 25%

Good 65%

Average 8%

Bad 2%

GRAPH SHOWING SERVICES AVAILABILITY AT SKYDREAM CONSULTING

ExcellentGoodAverageBad

It has been found that 25% of the respondent stated service availability in Skydream

Consulting is Excellent whereas 65% of the respondent stated as good and only 8% of the

respondent stated it as average whereas only 2% of the respondent stated the service

availability in the aforesaid company as bad.

It has been found out that most of the respondents are happy with the services availability at

Skydream Consulting and only a handful number of respondents have problem.



7) SPEED OF SERVICES AT SKYDREAM CONSULTING

Excellent 22%

Good 70%

Average 7%

Bad 1%

GRAPH SHOWING SPEED OF SERVICES AT SKYDREAM CONSUTING


It has been observed that 22% of the respondent stated the speed of services at Skydream

Consulting is Excellent whereas 70% of the respondent stated as Good and only 7% of the

respondent stated it as Average whereas only 1% of the respondent stated the speed of

services in the aforesaid company as Bad.

It has been found out that most of the respondents are comfortable with the speed of services

at Skydream Consulting and only a handful number of respondents are uncomfortable.

8) COMPANY’S WILLINGNESS TO SERVE ACCORDING TO RESPONDENT



Excellent 34%

Good 62%

Average 4%

Bad 0%

GRAPH SHOWING COMPANY'S WILLINGNESS TO SERVE ACCORDING TO RESPONDENT


It has been found that 34% of the respondent stated the company’s willingness to serve as

Excellent whereas 62% of the respondent stated as Good and only 4% of the respondent

stated it as Average whereas no respondent stated the company’s willingness to serve as Bad.

From this it has been found out that a majority of the respondent are happy with the

company’s willingness to serve and can conclude that the company’s willingness to serve is

outstanding.

9) RESPONDENTS SUGGESTIONS IN ORDER TO INCREASE ITS WEBSITES

TRAFFIC AND ENHANCE ITS ONLINE REPUTATION



Advertising 22%

Social Media Marketing 31%

Search Engine Optimization 25%

E-mail Marketing 7%

Mobile Marketing 7%

Others 8%

GRAPH SHOWING RESPONDENTS SUGGESTIONS IN ORDER TO INCREASE ITS WEBSITES TRAFFIC AND ENHANCE ITS

ONLINE REPUTATION

Advertising

Social Media Marketing

Search Engine Optimization

E-mail Marketing

Mobile Marketing

Others

Through data analysis it has been found that 22% of the respondent suggest Advertising of

the company’s services in order to increase its website traffic and enhance its online

reputation, 31% of the respondent suggest Social Media Marketing, 25% of the respondent

suggest Search Engine Optimization, 14% of the respondent suggest E-mail Marketing and

Mobile Marketing whereas 8% of the respondent suggest other means like Publicity and

Good Word of Mouth.

It has been found that Digital Marketing techniques like Social Media Marketing and Search

Engine Optimization are getting a lot of attention and is being preferred and mostly used by

companies to market its products and services online. Other methods like Advertising in

Newspaper, T.V, banners etc also gain a lot of public attention.



CHAPTER 5

FINDINGS

FINDINGS

1) Most of the respondents use internet every day, especially the youth and professionals.



2) Online services are picking up the trend and majority of the respondents are using these

online services and considering it a very important part of life.

3) Almost everyone is aware of social networking sites and everyone is communicated

through.

4) A majority of the respondents are aware of the services provided by the company.

5) A vast number of audiences are nowadays interested in digital marketing as there is vast

scope in the digital world.

6) More than 60% of the customers feel that there is good service availability at Skydream

Consulting Company.

7) Majority of the customers stated that there is good speed of services at Skydream

Consulting Company.

8) Most of the respondents feel that the Company’s willingness to serve is good.

9) A majority of the respondent suggest Digital Marketing techniques like SEO, SEM, SMM

etc in order to increase the company websites traffic and enhance its online reputation.



CHAPTER 6

RECOMMENDATIONS

RECOMMENDATIONS

As most of the respondents use internet every day, I would recommend to put more focus

on Digital marketing rather than traditional marketing to market its services.



The company should put more focus on social networking sites to promote its services as

99% of the respondents use and are aware of various social networking sites.

As more than 60% of the customers feel that there is good service availability in

Skydream Consulting Company, it will give more positive impact on the company if they

further more increase their service availability.

I would further more recommend increasing the speed of services so that customers will

show more interest towards the company’s services.

I would recommend using more SEO tools to increase its websites traffic and enhance its

online reputation.



CHAPTER 7

CONCLUSION

CONCLUSION



Digital Marketing is a very crucial activity in every business organization at recent times.

Every services produced within an industry has to be marketed otherwise it will remain

unused which will be of no value and digital marketing is the best and new way of selling the

products/services faster. I have realized this after completion of my summer training project.

There is a vast scope for Digital Marketing and sales in services, as the market is huge, we

can bring new developmental strategies and other spectrums which will help our clients in

gaining what they want from our company.

Despite of various difficulties and limitations faced during my industry internship project on

the topic “A study on Digital Marketing and its impact on sales and consumer preference”, I

have tried my level best to find out the most relevant information for the organization to

complete the assignment that was given to me. After completion of my industry internship

project I have gained several experiences in the field of Digital Marketing. I have got the

opportunity to meet several people. This Industry Internship Project has given me the

opportunity to have first experience in the real time world.



LEARNING OUTCOME

LEARNING OUTCOME



During my internship period I have undergone many training sessions provided by my

company such as follows:-

Promoting services through different social media sites like Facebook, Twitter, You

tube, Orkut etc.

Customer’s perception towards online services.

Digital Marketing tools and strategies used in doing business online.

Interacting with the clients regarding various services.

A course on Digital Marketing.



ANNEXURE

ANNEXURE



Questionnaire

Dear Sir/Mam,

I am Ziaul Hussain, an MBA student of Alliance University, carrying out a study in

partial fulfilment of the curriculum. Kindly spare some time to answer a few questions.

Please tick on the following questions.

Q1. Do you make use of the Internet?

a) Yes, everyday b) Yes, once in 2-3 days

c) Yes, once in one or few weeks d) No, not at all

Q2. How important are these online services for you?

a) Not at all important

b) Not very important

c) Somewhat important

d) Very important

e) Extremely important

Q3. Are you aware of various social networking sites?

a) Yes b) No

Q4. Are you aware of the various services offered by the Company?

a) Yes b) No

Q5. Would you be interested in any of the following services offered by the company?

a) Digital Marketing b) Web Designing c) Java

d) Web Development e) None f) Any others

Q6. Service availability at Skydream consulting company



a) Bad b) Good c) Average d) Excellent

Q7. Speed of services at Skydream consulting


Q8. Company’s willingness to serve according to you


Q9. What are your suggestions to the company website in order to increase its traffic and

enhance its online reputation? (E.g. Advertising, Social Media Marketing, Search Engine

Optimization, Publicity, E-mail & Mobile Marketing etc.)

…………………………………………………………………………………

Q10. Demographic Information:-

9.1 Name: ……………………... Place: …………………

Email Id: ………………………. Phone No: ………………

9.2 Occupation: a) Company Employed b) Self-Employed c) Home-maker d) Student

e) Any other (specify)…………….............

9.3 Age (Years): a) Less than 20 b) 21 to 30 c) 31 to 40 c) 41 to 55 d) Above 55

9.4 Gender; a) Male b) Female



REFERENCES

REFERENCE



http://www.mindandmatter.in/digital-marketing/


https://en.wikipedia.org/wiki/Digital_marketing

The Economic Times


https://en.wikipedia.org/wiki/Digital_marketing


http://www.mindandmatter.in/digital-marketing/

a study on digital marketing & its impact on sales

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