My MBA project work for Anna university where i framed a strategy for a 3rd part logistics company

1. Project Report on Framing SEO & Digital marketing strategy
For
UNI Logistics Agencies Private Limited
Submitted by
BALAJI.A
Reg. No. 410914631006
MASTER OF BUSINESS ADMINISTRATION
GALAXY INSTITUTE OF MANAGEMENT
ANNA UNIVERSITY
CHENNAI – 6000025

2. BONAFIDE CERTIFICATE
This is to certify that the project report on “Project Report on Framing SEO & Digital
marketing strategy” is the bonafide work of BALAJI.A (410914631006), who carried out the
research under my supervision. Certified further that to the best of my knowledge the work
reported herein does not form part of any other project report or dissertation on the basis of which
a degree was conferred on an earlier occasion on this or any other candidate.
HOD SUPERVISOR
Submitted to project and Viva Examination held on 08-04.2016
Internal Examiner External Examiner

3. DECLARATION
I, BALAJI.A (410914631006) of Galaxy Institute of Management hereby declare that
the project entitled “Project Report on Framing SEO & Digital marketing strategy”, in partial
fulfillment of requirements of Anna university for the award of the degree in Masterof Business
Administration is my original work and that it has not formed the basis for the award of any
degree, associate ship, fellowship, diploma or any other similar title.
Name of the Student
A.Balaji

4. ACKNOWLEDGEMENT
I am very grateful to our beloved Chairman, Mr. RAMESH PRABBHA,
GALAXY INSTITUTE OF MANAGEMENT, for his continuous, encouragement
and inspiration.
My special thanks to our college Secretary Mrs. VIJAYALAKSHMI
RAMESH, for extending her moral support during the course of this work.
I wish to show my sincere gratitude to Dr. P. S. VALARMATHI, Professor
and Head, Department of MBA, GALAXY INSTITUTE OF MANAGEMENT for
her motivation in doing this project work.
I am also thankful to my guide MR.ARUN KUMAR Assistant
professor, department of MBA and all other faculty members of the
department for their co-operation and encouragement in pursuing my project work.
I express my immense gratitude to MR KUMARESAN.D who gave this
opportunity to work with this Logistics Companyto have an exposureonthe process.
I would like to thank the employees who are working in the company who
were helpful for us under various situations to complete our Project.

5. INTRODUCTION TO DIGITAL MARKETING STUDY:
“It Is Not the Strongest of the Species that Survives But the Most Adaptable.”
- Charles Darwin
The same goes for the business if the business fail to adapt the current trend then it
will lose the position to the competitor. The current trend is Digital Era. We are
already in the digital world.
If we look around everything turned into digital. (Banking, Computerized business
and services, Smart phones,).
In simplistic terms, digital marketing is the promotion of products or brands via
one or more forms of electronic media. Digital marketing differs from traditional
marketing in that it involves the use of channels and methods that enable an
organization to analyze marketing campaigns and understand what is working and
what isn’t – typically in real time.
The rapid evolution of digital media has created new opportunities and avenues for
advertising and marketing. Fueled by the proliferation of devices to access digital
media, this has led to the exponential growth of digital advertising.
Every Industry needs to understand how to exploit digital marketing assets, tools
and techniques in order to improve their customer value propositionand help
achieve their organizational objectives. This means designing an accessible, usable
and value-adding website and using a range of inter-related digital marketing tools
and techniques – integrated with traditional tools and techniques – to drive traffic,
conversion, engagement and referrals
 Understand digital marketing and the key tools and techniques available
 Develop clear and measurable objectives for digital marketing activities.
 Create a great website, great content, great experience and benefit from
‘sharing.
 Build your digital profile using tools such as blogs, content marketing, and
social media marketing, etc
 Design, develop and deliver an engaging digital marketing
proposition/experience.

6. INDUSTRYPROFILE:
The term 'digital marketing' was first used in the 1990s. In the 2000s and the
2010s, digital marketing became more sophisticated as an effective way to create a
relationship with the consumer that has depth and relevance. While the term 'digital
marketing' may not have been used until the 1990s, digital marketing itself has
roots in the mid-1980s when the Soft Ad Group, now Channel Net, developed
advertising campaigns for several major automobile companies.
Digital marketing campaigns are becoming more prevalent, as digital platforms are
increasingly being incorporated into marketing plans. For example, use of digital
platforms has revolutionized Dove’s Real Beauty marketing campaign. Platforms
such as Instagram and YouTube allow brands to be better storytellers and provide
customers with a spaceto share their experiences of brands and products. Digital
media are allowing for vastly more consumer-to-consumerand company-to-
consumer conversations to occur, which are increasingly concerned with “creating
presence, relationships and mutual value.
The rapid evolution of digital media has created new opportunities and avenues for
advertising and marketing. Fueled by the proliferation of devices to access digital
media, this has led to the exponential growth of digital advertising.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital media growth is estimated at 4.5 trillion online ads served annually with
digital media spend at 48% growth in 2010. An increasing portion of advertising
stems from businesses employing Online Behavioral Advertising (OBA) to tailor
advertising for Internet users. Though an innovative resource, OBA raises concern
with regards to consumer privacy and data protection. Such implications are
important considerations for responsible communications. Digital marketing is
often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The
term 'digital marketing' has grown in popularity over time, particularly in certain
countries. In the USA 'online marketing' is still prevalent, in Italy is referred as
'web marketing' but in the UK and worldwide, 'digital marketing' has becomethe
most common term, especially after the year 2013.

7. DIGITAL MARKETING INDUSTRY IN INDIA:
The massive Indian market is changing fast. Internet access is mainstreaming
among professionals and the use of mobile is intensifying. The paceof change
continues to be rapid with digital channels constantly growing in volume and
strength. More people spend more time online in India every year, and the digital
tools and sites they use play an ever-growing role in their lives. Smart marketers
keep on top of the scale of change and ensure their marketing strategies and touch
point’s mirror where the consumer is spending their time. These notes give a sense
of the scale of change we’ve seen so far and imply the scale of what is coming.
As India becomes more digitally connected, this special edition of Digital
Intelligence shows the way Indian consumers are going online, and on mobile. It
covers the key trends you need to know to health check your digital strategy and
question whether digital has the right weight in your marketing mix.
In India the web is now established as a mass market media channel for the
wealthy. Email has become a mass market media channel for office workers and
professional classes. Mobile (for SMS) is a mass market media channel across
many demographics, but while mobile use is very high, mobile devices and the
web will not properly converge until late 2010. The main changes in internet
access have happened in the last five years and the internet has become an essential
part of office life, and plays a key role in many homes. The number of people with
access continues to rise, but so too does the time they spend online. Broadband
access is growing fast, but the number of home connections lags behind
comparable markets; however although the number of connections is low, a large
number of people in high-end demographics have access. Significant infrastructure
problems remain, creating a high costfor access compared to average wage rates.
It will be overcome by the project DIGITAL INDIA by Central Government.

8. COMPANY PROFILE
UNI logistics established by Mr. D.kumerasan in the year of 2001.it is an
service providing company. The company started with 11 members now it’s grown
into 26 peoples. Major market of the company is Indian subcontinent.
SERVICE PROVIDED BY THE COMPANY:
• Logistics service
• Sea freight forwarding
• Air freight forwarding
• Customer coordination service
• Consolidation service
• Door to Door service
• Non Vessel Owning Common Carrier (NVOCC)
• Charting vessel operations
• Marine insurance service
• Transportservice
This is the different service that is provided by the UNI logistics agencies pvt
limited.

9. Organization structure:
CEO
MARKETING
OPERATIONS DOCUMENTATION ACCOUNTS

10. MARKETING:
The marketing department has overall responsibility for growing revenue,
increasing market share and contributing to company growth and profitability. In a
small business, the marketing department may just be one person, or it may include
a marketing director or manager plus marketing executives responsible for
functions such as advertising, publications or events.
Marketing strategyin Uni Logistics AgenciesPrivate limited:
Currently they are
using B2C method by purchasing email id and mobile number of logistics player in
Tamilnadu from a data market.
Direct meeting of customer arranged through phone calls and the business were
carried out. Then they started to concentrate building website before 4 years ago .
They created a profile in India mart that is like website and through that they
started to earn some customers. Whenever there is a query it comes to them
through India mart. After certain point they started to have an idea about an own
website it’s because of the amount they are paying to India mart and the Increased
customers because of the Google Ad words implementation. Till expiry of the Ad
words the revenue doubled that convinces them to move towards to the Digital
marketing.
So before they build the website and move to digital marketing they need to know
the importance and Idea and a strategy. Because of the costit takes will be higher
where ever go as well as in Chennai there is no complete solution providing
companies.

11. RESEARCH PROBLEM
Reform the website with current trends by SEO and Social media marketing with
complete digital marketing solution and explaining like why it is important and the
Brand Building for Uni Logistics Company.
For this current trend psychology & user point of view is important to do this. I am
using internet research and online books forthis Website and Digital marketing
strategy.
THE RESEARCH ON:
 SEO
 Email marketing
 Video marketing
 Pay per click
 Search marketing
 Social Media
 Blogs
 Social Networking
 Content marketing
 Ease of use with low costimplementation

12. OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES:
o TO IMPLEMENT SEO
o TO FRAME DIGITAL MARKETIN STRATEGY
SECONDRYOBJECTIVES:
o Building the network
o current marketing and resource that could be useful for Digital
marketing
o Branding
o Implementing Customer relationship management

13. NEED FOR THE STUDY
 Reason #1) TheDigitalRevolution.
 Reason #2) Lacksin Strategic Direction.
 Reason #3) To Dominatethe Digital Landscape.
 Reason #4) Steps Behind Your Competitors.
 Reason #5) To Know Your Unique Brand Value.
 Reason #6) Digital Marketing Is not Integrated Properly.
 Reason #7) not organized with a Time management.
 Reason #8) Marketing Is not optimized.

14. SCOPE OF STUDY
In India only 16% people was using internet till the end of 2013 and usage of
internet is increasing by 15% and its reach to 31% in 2014 and increase rapidly day
by day.
More than 40% business depends on Digital marketing. With increasing of internet
and smartphone users soonin coming years around 90% business will be depend
on online marketing in India. After USA and UK, India deals with largest online
shopping deals in ecommerce Businesses.
 Digital marketing becoming whole by taking different
marketing like Brand management, Service marketing,
Promotion, CRM, etc...
 So scopefor digital marketing is high in world over.
 To become an Marketing strategist and CEO
DIGITAL MARKETING AREAS WHERE YOU CAN CHOOSE YOUR
CAREER
Digital Marketing has vast area where you can chooseyour career for specific area
 SEO (SearchEngine Optimization)
 SMO (SocialMedia Optimization)
 SEM (SearchEngine Marketing)
 SMM (SocialMedia Marketing)

15. Limitations of the study
Change is inevitable this digital marketing trend will often changing. The strategy f
will be help to survive hardly 8-10 years after that the website and digital
marketing strategy have to be revised. Because of the late introduction of the
technology it will take at least 8 years. If the situation changes it will take strategy
correction every year and complete revise for two and half year.

16. REVIEW OF LITERATURE
1. JSureshRedddy26 has published article in Indian Journal of
Marketing. Title of article is “impact of E-commerce on marketing”
Marketing is one of the business function most dramatically affected by
information technologies. Internet is providing companies new channels of
communication and interaction. It can create closer yet most cost effective
relationships with customers in sales, marketing and customer support. Companies
can use web to provide ongoing information, service and support. It also creates
positive interaction with customer that can serve as the foundation for the long
term relationships and encourage repeat purchases.
2. Neelika Arora 32 has published researcharticle entitled ”Trends in
online Advertising” in advertising Express, Dec2004.
The global online advertising revenues are expected to touch US $10bn by 2006.In
India, the revenues at present are estimated to be Rs.80 Cr and are expected to
increase six times more within the next five years.
In India, Internet as a medium is accepted by a wider industrial segment that
includes automobiles, telecom, education, banking ,insurance, credit cards,
FMCG(Fastmoving Customer Goods), apparel/clothing, durables, media, business
services and tourism. Out of these, it is estimated that the banking, FMCG and
insurance sectors together accountfor 45% of the total advertising spend. In
comparison to this, automotive, travel and retail spend 37% of the total advertising
revenue and financial service companies spend 12%only. Some of the top spenders
in India are automobiles, followed by brands like pepsodent, Kellogg’s, Cadbury,
HDFC( Housing Development Finance Corporation Ltd.) loans and Sunsilk. In
addition to these the early adopters in the field of finance and IT are also increasing
their spending. Globally, the trend is that almost 60% of the revenue goes to five
firms- Google, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.
Approximately, 90% of the Google revenues come from advertising. In India,
portals like indiatimes.com, exchange4meia.com, rediffmail.com, agencyfaqs.com
etc are attracting major online spender.

17. The article explains demographic profile of Indian users. It also gives the
comparison between global trend and Indian trend, Which is useful for research
work.
3. Sumanjeet37 has published article on “On Line Banner advertising”-in
Indian Journal of Marketing.
Online banner advertising has great potential as an advertising medium. It is easy
to create, place and use. It offers companies targeting well educated, innovative,
affluent males/females or students with great potential for success as their
segments are highly represented.
4. Nicholas Ind, Maria Chiara Riondino 36 have originally published their
article in the Journal of Brand Managementin September2001. The title of
the article is “ Branding on the Web : A RealRevolution”
In this paper difference in corporateattitudes to the web are discussed and
conclusions as to the way in which branding practice and theory are affected by the
new technology are drawn. This article explains the web is both a distribution and
communications channel that facilitates interaction community building, openness
and comparability.
5. Geffray Graham45 has published his article entitled “Web Advertising’s
Future >>> e Marketing Stratergy”
Morgan Stanley Dean Witter published an equity research report analyzing the
Internet marketing and advertising industry. The report studies research from
dozens of companies and calculates the costof effectiveness of advertising across
various media. Branding on the internet works. For existing brands, the internet is
more effective in driving recall than television, magazines and newspapers and at
least as good in generating productinterest.

18. 6. Advertising in SocialMedia:How consumers actafter seeing socialads.
Adapted from Nielsen(2012:10).
Social media has not only changed how people communicate online, but it has also
changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news, entertainment and products of
consumption. Ryan(2011:15) The next chapters will explain more about each of
the worlds current most widely used social media. There are, of course, many other
social networks and applications(apps) available but considering the study, the
focus is on the main medias.
7. Victor Van Velan has published article “Is Your Marketing Smart”
Todayadvertisers not only need to cater to and directly pinpoint a precise targeted
audience, but they need to customize their advertisements as well. In web media,
you have an idea of who will see your ads and it can create an impact on your
audience. Forexample, you know Femina Magazine would be great to target
women so you can promote your beauty productin this magazine. But when it
comes to online venues, how can you target the right when millions are browsing?
8. Vikas Bonder has published his article on “Sales and Marketing
Stratergies”
Internet is a really good thing. The internet gives people a greater amount of
information as we need. It is the best way to get a comparison of the products that
we need. If we are interested in buying, it is best for us to check the websites. Also
if we would like to make our own webpage we can do this, without paying lot of
money. From where do we set all the information? The answer is from advertising,
which we see, everywhere on TV, on the Internet, in the newspapers and more.
Year after year we get more and more new, interesting information and in the
future the internet use will increase more than now.
This article explains how internet is useful tool for advertisement.

19. RESEARCH METHODOLGY
RESEARCH DESIGN
S.NO Research
Design
Elements
Description
1. Research
Area
Marketing
2. Period of
study
Two months
3. Research
Approach
Descriptive & Exploratory study
4. Research
Questions
1. How to find the trends?
2. How to implement with less cost?
3. How to find the Flaw in the current marketing method?
4. How to find the suitable and effective digital marketing channel for
the business?
6. How to make them survive in digital trends by content marketing?
5. Research
objectives
Primary objective:
1. SEO & Framing Better Digital marketing strategy With no cost?
SecondaryObjective:
1. How we are going build the network?
2. Analyze the best current marketing
and resource that could be useful for
Digital marketing?
3. How-to Implement CRM &
Branding?
6. Secondary
Data
From 1.Reffering Online books, Websites.
2.Through internet,
3. Lynda tutorials.

20. DATA ANALYSIS AND INTERPRETATION
Digital marketing Strategyfor UNI logistics Agenciesprivate limited:
We are in the year of digital marketing.so it is become essential to change.
Nowadays, customers have access to information any time and any place they want
or need it. Thanks to the Internet and globalization, most people on the globe are
able to access the information via computers, tablets or mobiles. What business
owners should remember is that everyone can influence the image of their
companies via ex. Social Media and you can be sure that your customer feedback
will be more trustworthy for others to read than your own one.
In a survey done by flip kart in a big billion day the most of the orders done
through the 4G mobiles.
So it is even clear the need of digital marketing in India.
 Blogs
 Social media marketing (Facebook, Twitter, LinkedIn, etc.)
 Online video content
 Pay-per-click (PPC) advertising
 Email marketing
 Mobile marketing (SMS, MMS, etc.)
 Websites and SEO content

21. Blogs:
If you run a small business, chances are you are wondering if blogging is worth the
time and effort. The short answer is a resounding YES! Blogging on a frequent

22. basis is a relatively easy, inexpensive way to enhance your inbound marketing
efforts, drive traffic to your site, and attract more perspective customers.
Statistics from Hub spot’s 2012 Inbound Marketing Reporthighlight the
importance of blogging. According to the study, 57% of companies who have a
blog reported acquiring a customer from their blog. In that same study, a survey of
marketers revealed that 81% of businesses say that their business blog is useful to
critical for their business.
The main purposeof your business blog may be to express your thoughts, talk back
to your customers or as a vehicle to promote your products or services. It’s helpful
For businesses and company’s digital marketing and SEO are other elements
Because search engines love fresh and constantly updated content they will
improve your keywords rankings if your blog content is new and up-to-date. You
can add links from your blog to your website; inbound links are great for search
engine ranking. If you are in a particular industry or sector and cannot find a
product, service or topic on a search engine this should help you get inspiration for
blog writing and for getting to the top of Google organically with your unique blog
topic using long tail keyword
Here are some of the most important benefits of having a blog for your business:
 BoostSearch Engine Optimization-Search engines love fresh content:
What better way to provide frequent content than with blog posts. By blogging
consistently, you give Google and other search engines new content to index and
you create opportunities to plug in those all-important keywords to increase your
visibility on search engine results pages (SERPS).
 Develop Relationships with Potential and Existing Customers:
Blogging allows you to connect with your site visitors. This can be accomplished
by asking your readers’ questions at the end of your posts to get the conversation
going or by simply allowing comments and feedback. By reviewing and
responding to readers’ comments, you can create a rapport with your audience,
build trust, and gain valuable insight into what your customers are looking for.
 Establish Your Business as an Industry Leader:

23. No matter how small your business is, you can build trust and clout within your
industry by providing valuable, expert information in your blog posts. Over time,
you becomea “go to” resource for helpful, informative content, which can
ultimately lead to higher customer conversion rates. This is especially important
for small businesses looking to gain credibility to compete with larger companies.
 Connect People to Your Brand-Blog posting:
allows you to show a personal side of your business that perspective and
current customers won’t see through outbound marketing techniques.
Blogging gives others a sense of the corporate standards, vision, and
personality of your company.
 Create Opportunities for Sharing-Every time you blog,
you create an opportunity for your audience to share your blog with others.
Whether they link to your blog post, tweet it, or email it to others, it’s free
marketing and it further validates you as a credible business.

24. EXAMPLE: STAR BUCKS COFFEE
Starbucks uses its blog to bring in voices from all around the Starbucks
Corporation. It’s a great use of the medium.
http://1912pike.com/

25. SOCIAL MEDIA MARKETING:
Social media has become one of the dominant forms of communication in the
digital space drastically altering the traditional relationship between a consumer
and a business. Modern professionals need to know how to leverage this important
marketing channel to grow their business and protectits reputation.
THIS CAN BE DONE THROUGH THE BELOW CHANNELS:
1. Facebook
2. Twitter
3. Google+
4. YouTube
5. LinkedIn
6. Instagram
7. Pinterest etc,
10 laws for social media:
1. The Law of Listening
Success with social media and content marketing requires more listening and
less talking. Read your target audience’s online content and join discussions
to learn what’s important to them. Only then can you create content and
spark conversations that add value rather than clutter to their lives.
2. The Law of Focus
It’s better to specialize than to be a jack-of-all-trades. A highly-focused
social media and content marketing strategy intended to build a strong brand
has a better chance for success than a broad strategy that attempts to be all
things to all people.
3. The Law of Quality
Quality trumps quantity. It’s better to have 1,000 online connections who
read, share and talk about your content with their own audiences than 10,000
connections who disappear after connecting with you the first time.

26. 4. The Law of Patience
Social media and content marketing success doesn’thappenovernight.
While it’s possible to catch lightning in a bottle, it’s far more likely that
you’ll need to commit to the long haul to achieve results.
5. The Law of Compounding
If you publish amazing, quality content and work to build your online
audience of quality followers, they’ll share it with their own audiences on
Twitter, Facebook, LinkedIn, their own blogs and more.
This sharing and discussing of your content opens new entry points for
search engines like Google to find it in keyword searches. Those entry points
could grow to hundreds or thousands of more potential ways for people to
find you online.
6. The Law of Influence
Spend time finding the online influencers in your market who have quality
audiences and are likely to be interested in your products, services and
business. Connect with those people and work to build relationships with
them.
If you get on their radar as an authoritative, interesting source of useful
information, they might share your content with their own followers, which
could put you and your business in front of a huge new audience.
7. The Law of Value
If you spend all your time on the social Web directly promoting your
products and services, people will stop listening. You must add value to the
conversation. Focus less on conversions and more on creating amazing
content and developing relationships with online influencers. In time, those
people will become a powerful catalyst for word-of-mouth marketing for
your business.

27. 8. The Law of Acknowledgment
You wouldn’t ignore someone who reaches out to you in person so don’t
ignore them online. Building relationships is one of the most important parts
of social media marketing success, so always acknowledge every person
who reaches out to you.
9. The Law of Accessibility
Don’t publish your content and then disappear. Be available to your
audience. That means you need to consistently publish content and
participate in conversations. Followers online can be fickle and they won’t
hesitate to replace you if you disappear for weeks or months.
10. The Law of Reciprocity
You can’t expect others to share your content and talk about you if you don’t
do the same for them. So, a portion of the time you spend on social media
should be focused on sharing and talking about content published by others.

28. I am going to explain big three. In social media we can separate the channels into
two.
Social media
B2B (LinkedIn)
B2C

29. FACEBOOK:
Facebookhas revolutionized social media, and changed the way marketers
communicate. Successfulstrategies demand the right consumer insights and
effective reading of the social landscape.

31. The right process of lead generation on Facebook using paid
methods.
Identify your target market (age bracket, gender, location, educational level, user
device, profile interest). This process is very important, becausetargeting people
not interested in your products and services will just waste your time and your
precious advertising budget.
Decide if you wanted to directly promote your products and services or create a
lead generation sales and marketing funnel.
Split Testeverything (ad messages, landing page, interests and images) and
analyze the actual data. This is also an important part of the process becausethis is
where you will see what’s working and what performs better.
Organically (meaning normal free posts), a regular postcan only reach a maximum
of 16% of your network. Using FacebookAds however will boostthis by as much
as 70% — generating more social signals (likes, comments, shares, etc) to your
posts, links, photos, video, questions, and other content. The following can guide
you on how you can set this up.
SOCIAL MEDIA
PROMOTION
FREE
PAID

32. Standard Guide for Setting up a Facebook Ad
You can either promote a Page or just a particular postwhen you make use of a
FacebookAd.
When you promote a FacebookPage, social signals suchas likes and shares will
increase as your posts generate more reach.
When you promote a particular post, you can do it directly by clicking on the
BoostPosttab. Only page admins can see this tab which is found on every post.
Facebook boostpost
The maximum reach of your ad depends on the maximum daily budget you
specified. You should also specify what particular Facebookusers – your targeted
audiences – should be shown these ads.
Facebook boost posttargeting
The higher the budget would of coursemean greater reach – and bigger
possibilities for generating leads. You can pay by credit card or through PayPal.
To maximize the effectiveness of Facebookads in generating leads, make sure that
your links and posts will eventually drive your targeted audiences to your landing
pages. Just be creative in how you can incorporate this with the compelling content
that you share
Facebook PaidAdvertising Models
Different businesses have different ways of generating leads. Their targeted
audiences vary in so many ways, so it is important that digital marketers make use
of a particular FacebookPaid Advertising Model that will attract their targeted
audiences. You can choosefrom any of the ones available below:

33. Paid Post Engagement – You can set this up by either using the ad manager or
directly boostthrough the BoostPosttab integrated with your postwhich is only
visible through your page’s timeline. The process is simple and straightforward as
follows:
Select a post you want to promote
Click on Boost Posttab
Set your daily budget
Select your targeted audiences (either target friends of friend of your fans or target
people based on Interest)
Place your order
Wait for leads or inquiries to come in!
Page Likes – Subscribers to your FacebookPage joined in by clicking on the
“Like” tab. Page Likes not only provide an indication of the current reach of your
page but it will also create greater awareness of your brand. This in turn may
generate more leads from people who are already interested in your type of
business, topic or theme.
Clicks to Website – Just like PPC advertising, FacebookAds can also be used for
generating clicks to your website or landing page.
Website Conversions – You can also promote not only your website as a whole but
also the specific action you intend your audiences to take when they visit your
pages.
App Installs – FacebookAds is a great way of promoting a new App you have just
created, enticing targeted audiences to install.
App Engagement – Installing your app should not only be the action you would
like targeted audiences to take, but it should also generate engagement from users.

34. Event Responses – FacebookEvents is a great way for promoting a particular
event, either online or physical, and you can use FacebookAds to generate even
more Event Responses.
Offer Claims – FacebookOffers is also a great way of establishing your branding
and increasing reach to targeted audiences. FacebookAds can be used to generate
more Offer Claims that will generate traffic that will eventually join your Offers.
Facebookis a very effective tool for marketing and generating leads that has
successfully integrated the social aspectthat is very important in this current online
atmosphere. Unlike traditional media marketing that has no or one-way interaction,
Facebookcaters to the inherent human need to socialize – even through online
methods – generating highly valuable leads for your business.
EXAMPLE:
https://www.facebook.com/business/success/coca-cola-india

35. TWITTER:
Twitter’s role in the digital marketing was often seen as being
about breaking news. However if used correctly, it can accelerate your brand
message and content to a global waiting audience that will pass it on. Don’t
underestimate Twitter’s marketing horsepower becauseof its 140 character
brevity.
Optimize your Twitter bio. "Make sure your company identity and voice are
branded well," That means having a bio that tells people who you are and includes
a link to your company website or a landing page -- and having "a consistent tone
so that people clearly understand who you are and what you do.
 Get colleagues involved.
 Tweet regularly.
 Don't be afraid to ask for some Twitter love. Ask followers to retweet,
mention or favorite your tweets -- or to share content with a fresh tweet.
 Track mentions -- and respond if appropriate.
 Retweet.
 Favorite tweets.
 Follow trends/hash tags.
 Use images and videos.
 Use Twitter analytics.
 Make sure Twitter is integrated with your other marketing efforts.

36. EXAMPLE: SLOW WATCHES
A German watch brand raises awareness and engages potential customers
https://business.twitter.com/success-stories/slow

37. LINKEDIN (B2B):
LinkedIn has over 275 million business members worldwide. So, if you’re
involved in business-to-business marketing, LinkedIn is now a vital way of
communicating with prospectsand customers. It’s attractive as a low-costchannel
where the only costcan be your time and commitment, but it also offers paid
promotion opportunities.
At a personal level, LinkedIn is also essential to your career. Developing your
network and showcasing your experience is part of business life.
We have created this guide to help you bothif you are new to LinkedIn as a
business, or are trying to make better use of it as an individual. This guide
summarizes strategies and tips on how to maximize the usage of this network by
building and targeting connections to meet your goals.
As the premier business-to-business social network, LinkedIn is one of the most
effective ways to market to other businesses today. Read our LinkedIn Marketing
Guide for a comprehensive guide on best practices for using LinkedIn to market
your business or improve your personal profile. Our articles in this section alert
readers to new features and techniques and new approaches that work best
1. Establish an Optimized Presence.
2. Attract a Following.
3. Amplify Through Paid Promotion.
4. Analyze and Refine.

38. EXAMPLE:
Toshiba of Canada Keeps Its Sales Pipeline Full using LinkedIn
https://business.linkedin.com/marketing-solutions/blog/h/how-toshiba-of-canada-
keeps-its-sales-pipeline-full

39. Note:
I am explaining this for creating awareness so don’ttake this as a guide and
promote your business and I simply explained about the facts about social media
and business impact in digital marketing.
I didn’t explained about the
 Customer targeting methods.
 Social media timings.
 Content (M) that to be shared.
 Dos and don’ts of social marketing.
 Reach analyze.
 How to build social members.
For this kind of information should be discussed with Digital marketers like
us.

40. Email marketing:
Email marketing is directly marketing a commercial message to a group of people
using email. In its broadestsense, 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 purposeof 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.
Types of Emails:
Transactionalemails are usually triggered based on a customer’s action
with a company. To be qualified as transactional or relationship messages, these
communications' primary purposemust be "to facilitate, complete, or confirm a
commercial transaction that the recipient has previously agreed to enter into with
the sender", along with a few other narrow definitions of transactional messaging.
[1] Triggered transactional messages include dropped basketmessages,
password reset emails, purchase or order confirmation emails, order status emails,
reorder emails and email receipts.
The primary purposeof a transactional email is to convey information
regarding the action that triggered it. But, due to its high open rates (51.3%
compared to 36.6% for email newsletters), transactional emails are an opportunity
to engage customers:to introduce or extend the email relationship with customers
or subscribers, to anticipate and answer questions or to cross-sellor up-sell
products orservices.

41. Directemails :
Direct email or interruption based marketing involves sending an email
solely to communicate a promotional message (for example, an announcement of a
special offer or a catalog of products). Companies usually collect a list of customer
or prospectemail addresses to send direct promotional messages to, or they can
also rent a list of email addresses from service companies, but safe mail marketing
is also used.[citation needed]
Mobile email marketing
Email marketing now develops large amounts of traffic through smartphones
and tablets. Marketers are researching ways to capture the attention of users, in
both span and volume. This is because the rate of delivery still relatively low due
to strengthened filters and also because certain users have multiple email accounts
that serve unique purposes. Because emails are generated according to the tracked
behavior of consumers, it is possible to tailor promotional material to their needs
and to present relevant details to potential buyers. Because of this, “modern email
marketing is perceivedmore often as a pull strategyrather than a push
strategy”.

46. VIDEO MARKETING:
YouTube:
This year has been called “The Year of Video Marketing,” as businesses find
new, inventive ways to use the medium to reach customers. Videos stand out on
social media, giving customers a quick overview of a productwithout
overwhelming them with text. In less than thirty seconds,a customer can get the
information he needs about a business through a short, visually-appealing video.
Thanks to developments in tech tools, it’s easier than ever to create a fun video at
little to no cost. Businesses can use their own smartphone cameras or sign up for a
service that creates animated explainer videos. But it’s still important to carefully
craft a strategy for your video-marketing activities to maximize your reach. Here
are five things your video marketing strategy should include.

48. Publishing Schedule:
Just as you time your tweets and Facebookposts to run consistently, your video
marketing plan should have legs, as well. Instead of posting one video about a new
product, think of your campaign in terms of a series. What type of story can you
tell that will allow you to postit in multiple parts over the course of several weeks?
Once you’ve determined the content of your videos, set up a schedule. Spacethe
videos out evenly, timing them to lead up to a big productlaunch or event.
Continue to strategize new video campaigns that can keep your brand fresh in
customers’ minds long after that big date.
Short-Form Videos:
Social media has revolutionized the way online users communicate with each
other, with short, concise statements trumping longer forms of content. Micro-
video apps shorten videos to less than ten seconds, making them ideal for sharing
on sites like Twitter and Instagram. In this format, customers can quickly view a
message as they scroll through their social media feeds. Brands can quickly send a
message that will be seen by a larger audience, especially on Vine and Facebook,
where they automatically play as a user scrolls past.

49. NOTE:
Now you all noticed that why this project interest you. Well I added images so
your brain started to okay with this project and you’re studying till now. I forgot to
mention that I also know psychology.

50. Content marketing:
Content marketing is any marketing that involves the creation and sharing of
media and publishing content in order to acquire and retain customers. Content
marketing is also defined as a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience — and, ultimately, to drive profitable customer action.
The type of content businesses share is closely related to what they sell. However,
the content's main focus is on the needs of the prospect. This information is
consistently delivered and can be presented in a variety of formats, including news,
video, white papers, e-books, info graphics, email newsletters, case studies,
podcasts, how-to guides, question and answer articles, photos, blogs etc
History:
 In 1895, John Deere launched the magazine The Furrow, providing
information to farmers on how to become more profitable. The
magazine, considered the first custompublication, is still in
circulation, reaching 1.5 million readers in 40 countries in 12 different
languages.
 Michelin developed the Michelin Guide in 1900, offering drivers
information on auto maintenance, accommodations, and other travel
tips. 35,000 copies were distributed for free in this first edition.

53. SEO:
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. As of May 2015, mobile search has finally
surpassed desktop search, Google is developing and pushing mobile search as the
future in all of its products and many brands are beginning to take a different
approachon their internet strategies

56. SEO FOR UNI LOGISTICS WEBSITE:

59. KEYWORD SUGGESTION:
The more keywords will drive more traffic to the website by detected by
user in the search engine.
OWN SUGGESTION:
o Logistics
o 3PL
o Best logistics

60. COMPARISON OF COMPETITOR WEBSITE:
SEO Conclusion:
More over the website in chennai region for logistics look similar.so it is imporatnt
to stand out from the competator and take the lead.

61. PAY PER CLICK:
Pay-per-click marketing is a way of using search engine advertising to
generate clicks to your website, rather than “earning” those clicks organically. You
know those sponsored ads you often see at the top of Google’s search results page,
marked with a yellow label. That’s pay-per-click advertising
PPC campaign is well-designed and running smoothly, that fee will be
trivial, because the visit is worth more to your business than what you pay for it.
For example, if you pay $10 for a click, but the click results in a $300 sale, then
using PPC is a no-brainer

62. Google Ad Words for Pay-Per-Click Marketing:
Google Ad Words – by far the most popular PPC platform – operates on a
pay-per-click model, in which users bid on keywords and pay for each click on
their advertisements. Every time a search is initiated, Google digs into the poolof
bidding Ad Words advertisers and chooses a set of winners to appear in the ad
spaceon its search results page. The “winners” are chosenbased on a combination
of factors, including the quality and relevance of their keywords and ad text, as
well as the size of their keyword bids. Forexample, if Word Stream bid on the
keyword “PPC software,” our ad might show up in the very top spoton the Google
results page.
Is Pay-Per-Click Marketing Right for You?
As we’ve established, PPC advertising offers a unique opportunity to:
• Grow Your Customer Base - Connect with searchers actively looking
for products and services like yours, and respond to that need by providing them
with an offer relevant to their search query.
• Generate Leads at Low Costs - Because pay-per-click marketing
allows you to reach leads and prospects when they’re researching and looking to
buy, it’s a highly effective way to bring interested visitors to your site. Plus, you
can enjoy an algorithmically generated discount from the search engines in
exchange for making their users happy.
The truth is, pay-per-click marketing can work for almost any kind of
business, whether you’re looking to sell products through an e-commerce website,
generate leads for a service-based or software business, build brand awareness, or
even drive foot traffic and phone calls to your local store.
The difficulty is in the execution. In order to get the most out of your pay-
per-click marketing campaign; you need to follow a few bestpractices.

63. Is Pay-Per-Click Marketing Right for You?
As we’ve established, PPC advertising offers a unique opportunity to:
• Grow Your Customer Base - Connect with searchers actively looking
for products and services like yours, and respond to that need by providing them
with an offer relevant to their search query.
• Generate Leads at Low Costs - Because pay-per-click marketing
allows you to reach leads and prospects when they’re researching and looking to
buy, it’s a highly effective way to bring interested visitors to your site. Plus, you
can enjoy an algorithmically generated discount from the search engines in
exchange for making their users happy.
The truth is, pay-per-click marketing can work for almost any kind of
business, whether you’re looking to sell products through an e-commerce website,
generate leads for a service-based or software business, build brand awareness, or
even drive foot traffic and phone calls to your local store.
The difficulty is in the execution. In order to get the most out of your pay-
per-click marketing campaign; you need to follow a few bestpractices.
Keyword Research for Pay-Per-Click Marketing
Keyword research for PPC can be time-consuming, but it is also incredibly
important. Your entire PPC campaign is built around keywords, and the most
successfulAd Words advertisers continuously grow and refine their PPC keyword
list. If you only do keyword research once, when you create your first campaign,
you are probably missing out on hundreds of thousands of valuable, long-tail, low-
costand highly relevant keywords that could be driving traffic to your site.
An effective PPC keyword list should be:
• Relevant – Of course, you don'twant to be paying for Web traffic that
has nothing to do with your business. You want to find targeted keywords that will
lead to a high PPC click-through rate, a low costper click, and increased profits.
That means the keywords you bid on should be closely related to the offerings you
sell.

64. • Exhaustive – Your keyword research should include not only the most
popular and frequently searched terms in your niche, but also extend to the long
tail of search. Long-tail keywords are more specific and less common, but they add
up to accountfor the majority of search-driven traffic. In addition, they are less
competitive, and therefore less expensive.
• Expansive – PPC is iterative. You want to constantly refine and
expand your campaigns, and create an environment in which your keyword list is
constantly growing and adapting.
Your pay-per-click keyword strategy should also include regular negative
keyword discovery – negative keywords prevent your ads from showing up for
searches that are not relevant to your business and are unlikely to convert.
Managing Your Pay-Per-Click Campaigns
Once you've created your new campaigns, you’ll need to manage them
regularly to make sure they continue to be effective. In fact, regular account
activity is one of the best predictors of account success. Youshould be
continuously analyzing the performance of your account – even just 20 minutes a
week can make a big difference – and making the following adjustments to
optimize your campaigns:
• Add PPC Keywords: Expand the reach of your pay-per-click
campaigns by adding keywords that are relevant to your business.
• Add Negative Keywords: Add non-converting terms as negative
keywords to improve campaign relevancy and reduce wasted spend.
• Split Ad Groups:Improve click-through rate (CTR) and Quality Score
by splitting up your ad groups into smaller, more relevant ad groups, which help
you create more targeted ad text and landing pages.
• Review Costly PPC Keywords: Review expensive, under-performing
keywords and shut them off if necessary.
• Refine Landing Pages: Modify the content and calls-to-action (CTAs)
of your landing pages to align with individual search queries in order to boost
conversion rates. Don’t send all your traffic to the same page..

65. QUALITY OF THE ADD DETERMINE BY:
• Quality Score
• Text Ad Optimization
• Impression Share
• Click-Through Rate

66. Color Psychology
The company logo for the UNI logistics is blue.
SOCIAL MEDIA STRATEGY:
#1: Identify Business Goals
#2: Set Marketing Objectives
#3: Identify Ideal Customers
#4: Research Competition
#5: ChooseChannels and Tactics
#6: Create a Content Strategy
#7: Allocate Budget and Resources
#8: Assign Roles

67. FACTS ABOUT USER POINT OF VIEW:

68. Findings
CONS:
 Need Better VISION, MISION statements.
 No customer relationship after the point of service.
 No advertisement.
 No video advertisement in YouTube.
 No social media marketing and no linked in page.
PROS:
 Direct sales through Email & mobile.
 Good Reputation image among the customer.
 Loyal customer base.
NOTE:
I explained the Content that should be shared and timings and targeted people to
the UNI LOGISTICS AGENCIES PRIVATE LIMITED.

69. CONCLUSION
This study will help the people to understand the how essential is digital marketing
and its impact on business and from now on your view about the Social media will
change.
The social media marketing will take some time to show its results even though it
is a long term strategy. But Email marketing will have an immediate impact.
It will help to build brand image through CRM by identifying the strength and
weakness.