A STUDY ON DIGITAL MARKETING ...

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A
Project Study Report
On
Training Undertaken At
Helping Hand Foundation /
OM ACCOUNTING
Titled
“A Study on Digital Marketing”
Submitted in Partial Fulfillment for the Award of Degree of
Master of Business Administration
Submitted By:- Submitted To:-
Name of the Student – Rahul Chauhan Name of the Faculty – Dr. Shagufta Khan
Enroll No.2016SUMBGN052 (Assistant Professor)
SANGAM UNIVERSITY
NH-79, Bhilwara Chittor By-pass, Chittor Road, Bhilwara-311001 Phone: 01482-650505, 0789150000-05
Session: 2016-2018

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DECLARATION
I, Rahul Chauhan hereby declare that this project is the record of authentic work
carried out by me during the academic year 2017-18and has not been submitted to
any other University or Institute towards the award of any degree.
Signature of the student
(Rahul Chauhan)

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PREFACE
The Summer Training project work has an objective to make management student familiar with
digital marketing and give an opportunity to the student to understand the online concept of
marketing. I am extremely happy to present the report before my respected teacher the
project report entitled to me is-
“A Study on digital marketing provided by Helping Hand Foundation / Om Accounting”
Where I have done my 6 week internship. During my internship tenure I have gained a lot of
knowledge about online marketing under the supervision and guideline of my internship
supervisors.
The competition of marketing is increase day by day so digital marketing is most important part
of marketing form a digital marketing we can increase our customer in a short time and low cost .
.In this project I have done the survey of Jaipur’s market area.

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ACKNOWLEDGEMENT
I express my sincere thanks to my project guide, Mr. /Dr./Ms./Mrs.
_______________________________________, Designation _________________,
Deptt______________., for guiding me right form the inception till the successful completion of
the project. I sincerely acknowledge him/her/them for extending their valuable guidance, support
for literature, critical reviews of project and the report and above all the moral support he/she/they
had provided to me with all stages of this project.
I would also like to thank the supporting staff ___________________________ Department, for
their help and cooperation throughout our project.
(Signature of Student)
Name of the Student

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CONTENT
Sr. No Title Page No
1. Executive summary 6
2. Introduction 7
3. Company profile 8
4. Literature review 9
5. Scope of the study 10
6. Objective of the study 12
7. Digital marketing 13
8 Major clients of the company 16
9. Collect the data from different categories 17
10. Social media marketing 27
11. Online display ADS 33
12. Marketing services offer 36
13. Digital marketing strategy 37
14. E-Mail content 45
15. Research problem 51
16. Findings 52
17. Conclusion 53
18. Management learning 54
19. Bibliography 55

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EXECUTIVE SUMMARY
The project work is pursued asapart ofMMM (Masters in Marketing Management) Curriculum at “Sangam
University, Bhilwara”. It is under taken as a internship at HHF/ om accounting, Jaipur The project is done
under expert supervision and guidance of Mr. Bhagirath Verma( Account keymanager) and Sumit Kumar.
The Project is about the study ofonline marketing opportunities for different sectors.
At HHF/Om Accounting, initially I was imparted process and service knowledge. I was given
sufficient time toknow about the services and what company doing.
The main aim was tounderstand online marketing emergence and generating leads. I wasprovided with database
and had to make cold calls from the data and also ask tomake database ofother sectors. Company activity was
also one ofthe major sources for generating business. Initially my company guide even accompanied me to the
clients place. Main objective was toknow the need ofthe customer and how tofulfill that in the best waythrough
online.
Thus it gave me the opportunity tolearn about all the services and with the range ofservices omaccounting
offered it made the task abit easier as wecould fulfill the need of the customer in abetter way.

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INTRODUCTION
To begin with, as a part of the curriculum a summer internship program was to be conducted for a
period of two months. Given a choice one was allowed to choose the field in which he/she was
interested. As my interest and curiosity was in online or digital marketing I choose to work with a
startup company named helping hand foundation/ OM Accounting. HHF/OM Accounting is
introduced in 2009 by Bhagirath Verma with the intention of offering Accounting (bookkeeping)
services to small companies and individuals. I choose this company because I can explore myself,
and why digital marketing? Because it is booming industry, the growth of digital marketing is
tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media).
Digital marketing startup companies follow a standard process of approaching clients. There are
certain steps which cannot be altered or skipped. These are followed in sequences and executed
after evaluating the process again and again. In digital marketing your team should be strong
enough to deliver what your client expecting, as under digital marketing everyone work is
interconnected and with a team only one campaign can get ready.
Helping hand foundation has continued to grow and expand both its client base as well as the
services it offers. Today, we have clients all over Rajasthan, in a variety of industries.
We pride ourselves on being a small, informal and friendly company – offering impartial advice
and effective and affordable solutions. We use Tally 9 for India and quickbooks for
international Accounting software as well as specialized software for eTDS returns, GST return,
PF, ESI and Income Tax returns.
It was an amazing experience working virtually and on field. I came to many new terminologies
of digital marketing, corporate world etc. The project contain the task which has been done by me
during my internship as well as what I have learnt from it.

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COMPANY PROFILE
Helping Hands Foundation Ngo are registered, non-government, nonpolitical, nonprofit, secular
community based public welfare organization having no discrimination of caste, color or creed.
We strongly believe that the people of world, are one big family and the world is our home.
Om accounting is a sister concert of helping hand foundation.
Om accounting was founded in 2009 by Bhagirath with the intention of offering Accounting
(bookkeeping) services to small companies and individuals.
OM Accounting have team of experienced accountants and provide services of computer
accounting solutions & all type small business. Accounting services OM Accounting is smart
bookkeeping business services provider for financial accounting, bookkeeping accounting
software and financial accounting business. We are providing cost effective bookkeeping services
from more than 5 years. Capitalize on efficient and quality Bookkeeping, Accounting and financial
Services!! OM Accounting strives to help clients to achieve operational efficiency by providing
expertise and experience handling almost all the popular and widely used bookkeeping and
accounting software with the flexibility to respond to today’s ever-changing business environment.

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Vision
Our vision is to set the high standards for Digital marketing & Technology around the world across
all industries through hard work, innovation and creativity until the preferred outcome is
achieved.”
To deliver highly creative, communicative and the most effective promotional strategies and
solutions with a mission to add distinctive values.

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LITERATURE REVIEW
1. J Suresh Reddy26 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 emerging information
technologies. Internet is providing companies new channels of communication and interaction. It
can create closer yet more 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 customers that can serve as the foundation for long term
relationships and encourage repeat purchases.
2. Neelika Arora 32has published researcharticle entitled “Trendsin Online
Advertising” inadvertising 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 (Fast Moving Consumer Goods),
apparel/clothing, durables, media, business services and tourism. Out of these , it is estimated that
the banking, FMCG and insurance sectors together account for 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, Kelloggs, Cadbury, HDFC (Housing Development Finance
Corporation Ltd.) loans and Sunsilk. In addition to these the earlyadopters 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- Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India, portals like
indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major
online spender.

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This article explains demographic profile of Indian users. It also gives the comparison between
global trend and Indian trend, which is useful for my 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. Advertising in socialmedia: How consumers act after 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 for consumption. (Ryan 2011: 15) The next
chapters will explain more about each of the world’s 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 media.

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SCOPE OF THE STUDY
This study aims at studying client servicing and business development process. It is a continuous
process followed by six steps which are important that their level.
This study helps me to get the reality check of a market where actual comparison between the
classroom knowledge and the real situation can be done. By just learning theory and facing actual
situations it concepts and practices might vary. The study helps to understand the different
concepts of digital marketing, but while implementing it might differ from situation to situation.
This study helps to understand and know how to deal with different kinds of customers or a clients
and how to make an impressive online campaigns.
OBJECTIVE OF THE STUDY
 To study the role of digital marketing in Om Accounting.
 To study the different criteria of digital marketing services.
 To analyze the approach which help them to get more business?
 To know how to pitch a client while meeting basically how to talk, what to talk, how to
make client engage in your conversation.
 To know the right way of writing a proper content for the E-mailers.
.
 To study the growth of Digital marketing.

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Our services
We are a proficient accounts outsourcing company, involved in the process of rendering
accounting services, for many reputed clients on pan India basis. Our sincere and dedicated
workforce provides excellent services to the clients so as to attain maximum level of client
satisfaction. Moreover, these experts are thorough with the pay roll processing and also possess
vast experience in preparing bank reconciliation and many other allied services.
Book Keeping
MIS Reporting
Payroll Processing
Inventory Management
Return Filing & Form Issuance
Party & Branch Reconciliations
SME Accounting Management
Vendor & Payment Management
Statutory Compliance Management
 Departmental Representations
 ROC Filings & Compliances
 GST Registration
 GST Returns
 PF/ ESI/ Labor Law Compliances
 Control over Statutory Compliances
Billing System & Sales management

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1.DIGITAL MARKETING
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, TV and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon
that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and
awareness. Compared to traditional methods of advertising, Digital Marketing offers rather
realistic costs (particularly important for small- and medium-size businesses and start-ups),
accurate targeting and excellent reporting.
IF OPPORTUNITYKNOCKS YOUR DOOR, BE SMART TO GRAB IT.
Digital marketing is a burgeoning field. It is one of the best paying and the most exciting growth
opportunity, well ever, this is the reason why business needs experts in it to deliver a best. Training
monks is India’s fastest growing Digital Marketing training company. It offers courses& conducts
training & workshop in the field of Digital marketing, career development, management
development & industry specialization programs for students, institutions, corporate.
At Training Monks we believe in building future smart leaders in digital marketing. Therein lies
an opportunity, we commit to ramping up proper talent and education and reap the rewards.

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Digital marketing channels
Digital vs. Traditional Media
Through Digital Marketing…. “Brands can now be direct sellers, content producers, bloggers, tweeters
and even friends without having to rely on media to deliver those messages. Consumers can seek out
those brands, connect with them through social networks, tweet about them, and instantaneously let all
their friends know what they think about them or what they plan to buy.”

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MAJOR CLIENT OF THE COMPANY

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WHAT IS DATA
Data is information that has been translated into a form that is efficient for movement or
processing. Relative to today's computers and transmission media, data is information converted
into binary digital form. It is acceptable for data to be used as a singular subject or a plural subject.
HOW TO COLLECT THE DATA
How I
collect
the data
Analyze
the
project
Suggest
data
collection
methods
Proceed
withdata
collection
Get the
final result

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LIST OF ASSOCIATION DATA
1. States of India: My first task in collecting data was to collect data of associations of
industrial chambers of Manipur, Sikkim, Karnataka and Nagaland through Digital Media.

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2. Collectthe data of Cities in Rajasthan:My next Task was to collect data
of Rajasthan associations of different cities like; Ajmer, Rajsamand,
Sawaimadhopur and Hanumangarh.

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3. Collectthe data of Industries: My industries are Engineering, Textile and Oil.

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4. Collectthe data of schools and colleges:My Schools were Udaipur,
Bhilwara, Tonk, Sawaimadhopur, Naguar, Bikaner and college was Jodhpur.

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5. Collectthe data from Justdial : In this I had to collect only Contact numbers and
E-mail ids.

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6. Collectthe data from Shekhawatihelpline.comSikar:In this I had to collect
data of different services these are, Finance, Entertainment, lamination, Industries(public
call office, Quality, Refrigeration and Freezer), Recruitment, sewing machine and
household, Soap and Detergent, Coffee and tea dealers.

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7. Collectdata from Shekhawatihelpline.comJhunjunu

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8. Collectthe data of Sikar online

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9. Collectthe data of Politicalparty

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(SOCIAL MEDIA MARKETING)
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. The resulting electronic
Word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned media rather than paid media.

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Facebook marketing
Facebook is the world's most popular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform -- and you should
be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand on Facebook.
Face book marketing requires a good intellects and unique thinking to make the campaign
effective.
So what we have today!!!!
In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.

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Twitter marketing
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time.
Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience.
The very first thing in twitter marketing you need to understand and learn the twitter terminologies
well.
1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations
around a specific topic. Clicking on a hashtag takes you to search results for that term.
2.MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username of
whomever you want to mention in your Tweet, and it will appear in the Mentions section (in the
Connect tab). All @username mentions are clickable and link back to the mentioned individual’s
profile.

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3. REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is public,
and will show up in your home timeline and the timeline of the person to whom you are responding.
The reply will also be visible in the home timelines of people who follow both you and the person
to whom you sent the reply. Meaning, someone not in the conversation has to follow both of the
people replying to be able to read both sides of the conversation.
4. RETWEET
You can pass along someone’s Tweet by retweeting. Just hit the retweet button to send the original
message to all of your followers.
5. LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box and
it will automatically be shortened to 19 characters. This makes it easier to fit long URLs into the
140 character limit.
6. FAVOURITE
You can favorite the tweet for future reference. This is just like an archiving something that’s
really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and receiver should
be following each other.

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Linked in Marketing
LinkedIn is the world's largest social network for professionals. With over 161 million registered
users in more than 200 countries, more than two million companies have created LinkedIn
Company Pages to vie for their attention. If you are in B2B business this platform is very useful
for you to connect with company’s directors and marketing person.
You tube
YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet
after Google, who owns YouTube. YouTube video watching is a significant activity on the
Internet, with over 1 billion visits to YourTube daily and over 100 million videos watched daily.
And it's easy for anyone who sees your video to rate it and share it with his Social Network.

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Google +
Google has described Google+ as a "social layer" that enhances many of its online properties, and
that it is not simply a social networking website, but also an authorship tool that associates web-
content directly with its owner/author. It is the second-largest social networking site in the world
after Facebook. 540 million monthly active users are part of the Identity service site, by interacting
socially with Google+'s enhanced properties, like Gmail, +1 button, and YouTube comments..In
October 2013, Google counted 540 million active users who used at least one Google+ service, of
which 300 million users are active in "the stream".

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Mozilla thunderbird
ODA (ONLINE DISPLAY ADS)
Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.

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Free classifiedAds: My next task was to advertise our company through digital marketing. I
posted many ads to different sites these are as follows;
craigslist.com
click.in
zamroo.com
Ivarta.com
digital bhoomi.com
locanto.com
claz.org classifieds
khojle.com
ad post.com
adlandpro.com
daype.com
adeex.com
epage.com
egaala.com
bizmartindia.com
highlandclassifieds.com

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MMT (Mobile Marketing)
Mobile marketing is marketing on or with a mobile device, such as a smart phone Mobile
marketing can provide customers with time and location sensitive, personalized information that
promotes goods, services and ideas.
EMT (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 current customer database. I made 10 different types of quotation for mails.

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MARKETING SERVICES OFFERS

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DIGITAL MARKETING STRATEGY
PROCESS1 – MARKET ANALYSIS AMD MARKET RESEARCH
Market research is any organized effort to gather information about target markets or customers.
It is a very important component of business strategy.
The first step of business development process is to know your target audience well before
approaching them. The main objective behind the market analysis and research of target audience
is to know their online presence and how active they are on web. Market research also helps to
estimate the online marketing opportunities of different sectors over the periods. The intense
research is required while studying the online habits of different sectors keeping competitors in
mind.
The proper market research make your task easier while talking to clients as you know about them
well in advance, which help you to answer their question. And can better explain the clients how
they can use web as a medium of approaching the customers in a short span of time.
1. Market
Analysis and
Market Research
2. Database
Creation of
clients
3. Cold Calling
4. Fixing meeting
5. Proposal
Making for
Clients
6. Project
Closure

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Market Research includes research about the different sectors. Currently we are targeting on
Travel, Real Estate Sector, Education sectors, Fitness, jeweler in Pune. It includes study of digital
habits of the target sector, their online presence, their online need, etc.
PROCESS 2 – DATABASE CREATION OF CLIENTS
The second step is database creation; once the market is analyzed the database of sector is created
for a company treasure for future.
Database creation includes recording the details of the clients like company details, their online
presence, concerned person from marketing department and their contact details.
During my internship I have created almost six different sectors database as company wants to
target different sectors for exploring themselves.
PROCESS3 – COLD CALLING
Cold calling is the sales process of approaching prospective customers or clients—typically via
telephone, by email or through making a connection on a social network—who were not expecting
such an interaction. The word "cold" is used because the person receiving the call is not expecting
a call or has not specifically asked to be contacted by a sales person. A cold call is usually the start
of a sales process generally known as telemarketing.
The next step is cold calling. It includes contacting the concerned person, explaining him/her in
brief about the organization, conveying that person how digital marketing is helpful for their
organization to achieve online presence, traffic, leads and branding.

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My company guide shared a call script with me and also explained me how to talk, what to talk,
the way we should talk to concern person. He also explains how to get a concern person number
(director or marketing person) from the office people.
The main objective of cold calling is to fix the maximum meetings with a concern person so that
further points can be discussed in detail with them.
Cold calling is a first interaction with a concern person and everyone knows first impression is a
last impression. He taught me the way how first impression is made.
During my internship total numbers of calls made by me was 82, calls to real estate sector and
fitness sector.

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Calling Data

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PROCESS4 – FIXING MEETINGS
The next step is fixing meeting, it stage little critical for a startup, convincing the clients and ask
them to meet you is biggest challenge, But that’s a feel of work. Talking to different people of
different traits was a good experience and successfully fixes the 8 meetings out of which 3 was
attended by meand 1 was converted.
Actual meeting gave you the reality check where you are when your clients know everything,
shoots the too many questions and ask you how you are better than other. At that time you
understand the difference between the dorm rooms to the boardroom.

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PROCESS5 – PROPOSALMAKING
The fifth step is proposal making once meeting is done with a concern person where the various
aspects has been discussed already, and the client requirement can known accordingly the proposal
is made for them enlisting all his requirement related to digital marketing. Proposal includes
following details:
a) Services needed by the client. These services include SEO, SEM, SMM, ODA, ORM, etc
b) Proper segmentation and targeting according to sector. Eg. If an MBA Education Institute
wants digital marketing services for branding, promotion and lead generation, then our
target market would be, students who have completed their graduation and professionals
with 2-3 years of experience who can opt for Executive MBA.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.
1. J.J. Jewellers Jewellers GST Accounting services
2. NawalrawatM/s. Nawal
Gems
Jewellers GST Accounting services
3. ShyamKhandelwal Jewellers GST Accounting services
4. Mohammed Afzal Jewellers GST Accounting services
5. RAKESH Jewellers GST Accounting services

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PROCESS6 – PROJECTCLOSURE
The final stage is project closure; if all the stage works that means you are close to crack the deal.
Once the deal is cracked the further decision are taken like, preparing the strategies for the same
as per the clients requirement or the digital marketing channels choose by him/her.
Company make an roadmap or a weekly /monthly plans of the each channel separately and get the
approval from the client to execute the plan and once it approved the plan actually come into an
action.
Digital Marketing Plan
Develop your Plan
 Define
 Plan
 Implement
 Adjust

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Digital Marketing Plan
Situation Analysis What are you doing now?
Budget Money & Time/
Audience Many types.
Objectives What you want to achieve.
Channels Website, Social Media, Partners.
Action Plan What & When.
Measurement Traffic, Awareness, Likes, Donations
Challenges to Implementation
 Lack of planning or awareness.
 Unclear responsibilities.
 No specific objectives.
 Lack time or budget.
 Started but not kept up.
 Not measurement.

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EMAIL CONTENT FOR HELPING HAND FOUNDATION
CONTENTWRITING
Content writing like any other form of writing requires in depth knowledge and great skill. The
success of any write-ups depends on the quality and authencity of the content of the website.
Content writing though does not follow a specific format, yet is certainly guided by some
fundamental principles.
How to write an effective content?
 Focus on your customers: remember, your website will gain acceptance among your
viewers only if it has something to offer them.
 Choose a simple, impersonal style: your readers are not interested in judging your
scholarship.
 You have maximum of 15 seconds to grab your visitor’s attention.
1. Health program

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2. women empowerment

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Tools of Online marketing
Display advertising - Display advertising conveys its advertising message visually using
text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently
target users with particular traits to increase the ads' effect.
Web banner advertising- Web banners or banner ads typically are graphical ads displayed
within a web page. Banner ads can use rich media to incorporate video, audio, animations,
buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other
programs
Frame ad (traditional banner) - Frame ads were the first form of web banners. The colloquial
usage of "banner ads" often refers to traditional frame ads. Website publishers incorporate frame
ads by setting aside a particular space on the web page.
Pop-ups/pop-under - A pop-up ad is displayed in a new web browser window that opens above a
website visitor's initial browser window. A pop-under ad opens a new browser window under a
website visitor's initial browser window.
Floating ad- A floating ad, or overlay ad, is a type of rich media advertisement that appears
superimposed over the requested website's content. Floating ads may disappear or become less
obtrusive after a preset time period.
Expanding ad - An expanding ad is a rich media frame ad that changes dimensions upon a
predefined condition, such as a preset amount of time a visitor spends on a webpage, the user's
click on the ad, or the user's mouse movement over the ad. Expanding ads allow advertisers to fit
more information into a restricted ad space.
Interstitial ad -An interstitial ad displays before a user can access requested content,
sometimes while the user is waiting for the content to load. Interstitial ads are a form of
interruption marketing. Text ads - A text ad displays text-based hyperlinks.
Text-based ads may display separately from a web page's primary content, or they can be
embedded by hyperlinking individual words or phrases to advertiser's websites. Text ads may
also be delivered through email marketing or text message marketing.

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SearchEngine Marketing (SEM) - Search Engine Marketing, or SEM, is designed to
increase a website's visibility in search engine results pages (SERPs). Search engines provide
sponsored results and organic (non-sponsored) results based on a web searcher's query. Search
engines often employ visual cues to differentiate sponsored results from organic results. Search
engine marketing includes all of an advertiser's actions to make a website's listing more
prominent for topical keywords.
SearchEngine Optimization (SEO) -Search Engine Optimization, or SEO, attempts to
improve a website's organic search rankings in SERPs by increasing the website content's
relevance to search terms. Search engines regularly update their algorithms to penalize poor
quality sites that try to game their rankings, making optimization a moving target for advertisers.
Many vendors offer SEO services. Sponsored search - Sponsored search (also called sponsored
links or search ads) allows advertisers to be included in the sponsored results of a search for
selected keywords. Search ads are often sold via real-time auctions, where advertisers bid on
keywords.
Socialmedia marketing -Social media marketing is commercial promotion conducted
through social media websites. Many companies promote their products by posting frequent
updates and providing special offers through their social media profiles.
Mobile Advertising - Mobile advertising is ad copy delivered through wireless mobile
devices such as smartphones, feature phones, or tablet computers. Mobile advertising may take
the form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia
Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads within
mobile applications or games (such as interstitial ads, “advergaming,” or application
sponsorship).
Email Advertising- Email advertising is ad copy comprising an entire email or a portion of
an email message. Email marketing may be unsolicited, in which case the sender may give the
recipient an option to opt-out of future emails, or it may be sent with the recipient's prior consent
(opt-in).

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Benefits of Online marketing
 Internet gives you a wide access of your potential customers. It has been estimated that a
couple of billion people around the world use the Internet, and more are becoming aware of
Internet with each passing day. So, marketing your business to such a large group of people is
only possible through Internet.
 Internet is the only medium that is able to cross geographic and national boundaries.
 The cost of promoting your business on the Internet is cheaper than other mediums of marketing. This
makes it easy for small and mid-sized businesses to advertise their products.
 Internet allows the ability to stay connected with customers on a real-time basis. If any discount going
on, then it is easier to send an email to customers and they can buy the product instantly. Internet also
allows to send multiple messages at the same time, which saves the tedious task of sending a newsletter to
every client.
 Internet marketing facilitates an instant feedback from the customers. Customers can share about their
experience after using the product
.  Internet marketing saves a lot of time and effort. Instead of having a customer service representative to
answer the queries of customers, one can put all the information about the product or service on the
Internet so that customers can go through it. The most common way of doing it is to have a section
dedicated to frequently asked questions (FAQs) about the product so that customers get all the required
information about the product or the service.
 Internet marketing allows your business to be available 24/7, which means increased sales and profits.

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Limitations of Online marketing
 Although, Internet marketing allows a wider reach,the start-up costs of a website can be high. This
includes the cost of the required software and hardware,and maintenance costs.
 There are still a lot of customers who use the Internet just for having more information about a product
and prefer to buy it in person. For example, xx Internet marketing allows a customer to view how a phone
looks like and its technical specifications, but customers prefer having a look at the phone in the store to
get a hands-on experience.
 There are a lot of customers who are not proficient in using the Internet and focusing solely on Internet
marketing can cause you to lose these customers.
 The rules of the trade change rapidly in Internet marketing, and it requires constant attention and
monitoring to ensure that your marketing strategy does not look out-of-date.
 The biggest disadvantage of Internet marketing is its vulnerability to fraudulent activities. There are a
lot of illegitimate websites out there which look similar to original websites and rob the customers of their
money. Spamming is also one of the biggest challenges for Internet marketing and confidential data can
be easily stolen by hackers.
 Internet marketing lacks the human touch that is involved when a customer buys a product from a
salesperson. This hampers the prospects of relationship building which plays an important part in repeat
sales and word-of mouth publicity.
 Internet marketing depends heavily on technology, which is vulnerable to technical faults. For example,
if a customer clicks on your advertisement but due to a technical glitch, is unable to buy the product, he
may easily become irate and take his business somewhere else.
Although, there are some challenges involved in Internet marketing, it can be safely said that Internet
marketing has led to increased transparency and ease of buying products. The need of the hour is to
counter the challenges so that Internet marketing proves to be truly beneficial for all.

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RESEARCH PROBLEMS
TechnicalAspects of problem:
 Finding the online presence of the client.
 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.
ManagerialAspectof the problem:
 To define SWOT for the client.
 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.
Business Aspectof the problem:
 To find better business opportunity for ROW.
 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

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FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of digital
marketing.
2. With the study of digital marketing I came to its emergence and extreme growth in today’s
scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are better
than others.
4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will think
about other channels which mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sector and
then call them in fact sometimes the company itself call having seen the E-mailer.

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CONCLUSION
The summer internship project helped me to understand how the corporate business works. The
various departments and its functions and how all are interrelated to each other. Om accounting is
based on Digital Marketing firm which shows me the complete process of how they work at each
functional level, especially about the business development as it was my job profile. It is a basic
process for which intensive research is to be conducted to find out the target audience, clients,
sponsors, vendors etc. The business development process starts from research and ends at project
closure. This project has made me understand the various key- points which are is considered to
crack a deal, how to deal with different people.
The company helped me to learn and meet a lot of corporate people, which helped me to understand
the business.

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MANAGEMENT LEARNINGS
 Get to know about challenges and opportunities for digital marketing in India.
 Gain basic understanding of SEO, SEM, SMM, ORM, etc
 Fulfilling each and every requirement of client is very important regardless of whether that
requirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of MMM curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need to have leaders
within an organization. Leaders will deal with the customer, project, etc. as a leader.
 Healthy Competition forced to do better job the trick is to learn from your competitors quicker
than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best out of all.
 Time management is the big management lesson I have learnt as make individual more divert
to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.

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BIBLIOGRAPHY
www.helpinghandsfoundation.org
helpinghandssikar@gmail.com
https://twitter.com/helpinghandsskr
https://www.facebook.com/helpinghandsfoundatione
https://plus.google.com/u/0/108280096410101955289
https://www.instagram.com/helpinghandsskr/
https://www.linkedin.com/in/helping-hand-s-foundation-ngo-a7289276/

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