A

PRATICAL TRAINING PROJECT REPORT

ON
“DIGITAL MARKETING”
Submitted by:
Harsh Mishra
Roll Number: 23
B.com(Hons.)-FMM
Faculty of Commerce, BHU

BANARS HINDU UNIVERSITY, VARANASI

(Established by Parliament vide notification No. 225 of 1996)
 DECLARATION
I hereby declare that the project report entitled “Digital Marketing” submitted by
me to the Faculty of Commerce, Banaras Hindu University in partial fulfilment of
the requirement of the degree B.com(Hons.) Financial Market Management is a
record of bonafide internship carried out by me under the guidance of the
members of Faculty of Commerce.
I further declare that the work reported in this has not been submitted and will be
not submitted, either in part or in full, for the award of any degree or diploma in
this institute or any other institute or university

Harsh Mishra
B.com(Hons.) Financial Market Management
Faculty of Commerce

Signature of the Candidate

 INDEX
S.NO. PARTICULARS
1. Acknowledgement
2. Executive Summary
3. Introduction
4. Company Overview
- NAWY Technologies
5. Literature Review
6. Scope of the Study
-Objective of the study
7. Digital Marketing
-Meaning
-Marketing Channels
- SWOT Analysis: Social
Media

8. Conclusion
 1. ACKNOWLEDGEMENT

The internship opportunity I had with NWAY Technologies was a great chance for
learning and professional development. Therefore, I consider myself as a very
lucky individual as I was provided with an opportunity to be a part of it. I am also
grateful for having a chance to meet so many wonderful people and professionals
who led me through this internship period
It is my radiant sentiment to place on record my best regards, deepest sense of
gratitude to Mr.Arun Singh , CEO and Founder of NAWY technologies. Miss.
Saumya, Vendor Manager, and Miss. Pooja Singh. HR Manager, for their careful
and precious guidance which were extremely valuable for my study both
theoretically and practically.
I perceive as this opportunity as a big milestone in my career development. I will
strive to use gained skills and knowledge in the best possible way, and I will
continue to work on their improvement, in order to attain desired career
objectives. Hope to continue cooperation with all of you in the future.
Sincerely,
Harsh Mishra
FOC,BHU
 2. EXECUTIVE SUMMARY
Social media marketing refers to the process of gaining website traffic or attention
through social media sites. Indian marketers are moving at a fast speed to tap the
new normal opportunity. Social media has gone mainstream. And for businesses it
represents an unprecedented marketing opportunity that transcends traditional
middlemen and connects companies directly with customers. Customer
acquisitions remain to be the prime goal of Indian marketers. According to leading
marketers of India, the top three online investment channels for 2017 are Social
media, Email marketing and Search marketing. 90% of the top marketers said that
it is extremely important to integrate email marketing and social media. This is
why nearly every business on the planet is exploring social media marketing
initiatives The focus of marketers is shifting from ‘sending the message out’ to
‘start engaging with customers’. In this context, the role of a marketer is changing
from ‘batch and blast’ processing to creating ‘listening posts’ and ‘dialogue hubs’
in customer communities. A shift from isolated pure play traditional platforms to
an integrated multi-channel approach is helping the marketers address the
challenge of new consumers expectations across many devices and channels.
Indian marketers are leveraging the power of various communication channels and
technologies- be it Email, SMS or Social Media in their portfolio. Here we will see
the main trend of Social media marketing in India, The scope of it, The future and
will undergo are search to follow the Customer perception About Social media for
Brand management. Mobile is growing and continues to be an important
channel for brands as well as consumers. 72% of the brands have a mobile
app and a mobile-friendly website
 3. INTRODUCTION

To begin with, as a part of the curriculum a summer internship programme

was to be conducted for a period of one months. Given a choice one was
allowed to choose the field in which he/she was interested. As my interest
and curiosity in online or digital marketing I choose to work with a company
named NWAY Technologies. NWAY Technologies is Indore based online
marketing & web development firm focused on providing you business-
centric strategic solutions to the companies. I choose the startup company
because with start I can explore myself and why digital marketing? Because
it is a booming industry, the growth of digital marketing is tremendous and
expected to grow more.
Due to this summer internship, I learned every aspect of digital marketing
include (business development process, content writing, social media). The
company asks me to do their competitive research. And research of our
target segments digital habits. With the help of the research we got a flow of
what are the major criteria we need to have. One had to identify various
sectors in the market that actually have a need of digital marketing services.
And then your task is to approach them before your competitors.
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. An extensive literature
review is that has been done in the field of web advertising as such. I have
collected secondary data from reputed Journals and Magazines,
Newspapers, articles, Internet websites and Archives.
It was an amazing experience working virtually and on field. I came to many
new terminologies of digital marketing, corporate world etc. The project
contains the task which has been done by me during my internship as well
as what I have learnt from it.
4. COMPANY OVERVIEW
(NWAY TECHNOLOGIES)
 LITERATURE REVIEW
1.J Suresh Reddy 26 has published article in Indian Journal of Marketing.
Title of article is
"Impact of E-commerce on marketing".

Marketing is one of the business functions 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 the 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 research article 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, the 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 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- 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. This article explains demographic profile of Indian users. also
gives the comparison between global trends and Indian trend, which is useful for
my research work.

3.Sumanjeet37 has published an article on "Online 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 Riondino36 have originally published their
article in the Journal of Brand Management in September 2001. The title of
this article is "Branding on the Web: A real Revolution?"

In this paper the difference in corporate attitudes 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 a communications channel that facilitates interaction community
building, openness and comparability.

5.Jaffrey Graham45 has published his article entitled "Web advertising's future
>>> e Marketing strategy"

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 cost and 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 product interest.

6. Advertising in social media: How consumers act after seeing social ads.
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
many other social networks and applications (apps) available but
considering the study, the focus is on the main media.

7. Victor Van Valen has published article "Is Your Marketing Smart"

Today advertisers 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 create an impact on your
audience. For example, you know Femina Magazine would be great to target
women
so you can promote your new beauty product in this magazine. But when it
comes to online venues, how can you target the right audience when millions are
browsing?
 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 clients and how to make an impressive online campaigns.
 OBJECTIVE OF THE STUDY

 To study the role of digital marketing in Return on web.

 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 the client engage in your conversation.
study.
 To know the right way of writing a proper content for the E-mailers.
 To study the growth of Digital marketing.

RESEARCH METHODOLOGY

The descriptive research design is used for analyzing and studying the process of
Business Development. It is very simple & more specific than explanatory Study.

The descriptive study is a fact finding investigation with adequate

interpretation. The descriptive study aims at identifying the various characteristics
of
a problem under study. It reveals potential relationships between variables and
also
setting the stage for further investigation later. The results of such research are
not usually useful for decision making by them, but they can provide significant
insight into a given situation. Although the results of qualitative research can give
some indication as to the 'why', 'how' and 'when' something occurs, it
cannot tell us how often' or 'how many'.
As the research conducted was observatory there was no questionnaire a hence
no sample size or data interpretation was to be done.

Data Sources:

Primary Data: -

It is a firsthand data which is collected by you only. The different way of

collecting primary data is personal interview, questionnaire, survey etc. As my
project is descriptive study there is no primary data collected as such.

Secondary Data:-

Secondary data is collected from already existing sources in various

organization brochures & records. Secondary data for the study were collected
from the magazines, websites & other previous studies.
To meet the objectives, the study used qualitative research. The descriptive study
was done through review of existing literature that helped in validation and
extraction of the important variables and factors. Data was collected from
secondary sources. Secondary sources were magazines, websites, books, office
executives, and company data.
 MEANING: 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-sized businesses and
start-ups), accurate targeting and excellent reporting.
 DIGITAL MARKETING CHANNELS
1) SEO (Search Engine Optimization)

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

website or a web page in a search engine's "natural" or unpaid ("organic") search
results. SEO may target different kinds of search, including image search, local
search, video search, academic search,11 news search and industry-specific
vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work,
what people search for, the actual search terms or keywords typed into search
engines and which search engines are preferred by their targeted audience.
Optimizing a website may involve editing its content,HTML and associated
coding to both increase its relevance to specific keywords and to remove
barriers to the indexing activities of search engines. Promoting a site to increase
the number of backlinks, or inbound links, social bookmarking, directory
submission is another SEO tactic.

2) SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves
the promotion of websites by increasing their visibility in search engine results
pages (SERPs) through optimization and advertising.] SEM may use search engine
optimization (SEO), which adjusts or rewrites website content to achieve a higher
ranking in search engine results pages, or use pay per click listings.
3) SMM (Social Media Marketing)
Social media marketing is the use of social media platforms and websites to
promote a product or service. Although the terms e-marketing and digital
marketing are still the dominant terms in academia, social media marketing is
becoming more popular both amongst practitioners and researchers. Most social
media platforms have their own built-in data analytics tools, which enable
companies to track the progress, success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media marketing
including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic level, social
media marketing includes the management of the implementation of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone". To use social
media effectively, firms should learn to allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also
known as "earned media", rather than use marketer-prepared advertising
copy. While social media marketing is often associated with companies, as of
2016, a range of not-for-profit organizations and government organizations are
engaging in social media marketing of their programs or services.

Social media marketing tools

Besides research, various companies provide specialized platforms and tools for
social media marketing:

• Social media measurement

• Social network aggregation
• Social bookmarking
• Social analytics
• Automation
• Social media
• Blog marketing
• Validation
Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. To day you can
find many ways for internet marketing. Many people who enter this online
marketing are less worried because of its guaranteed success. If you see in Internet
totally all types of products has been marketed online without much effort. Internet
attracts many business people to promote their business online. Social network
marketing is grown to such a height that today many people can't earn without it.
Some of the most recognized network marketing tools are Facebook, Myspace,
YouTube, Twitter and LinkedIn. Twitter became regular place for people who
have newly entered the field of social network marketing.

1. Blogging: When you start Blogging or posting your data about any product,
you can see less response from clients. Later it will become big business via
blog. Websites and blogs are most powerful tools for social network
marketing when matched with other networking tools. Blog is an amazing
tool which provides many other facilities in addition to just marketing your
business. It also helps you to communicate with other clients in case if you
have any problems.

2. Personal website or blog: It is important to have private website if you are

a freelancer. Your website will help your clients to know about you and it
will make them clear that you are a serious freelance marketer and help to
make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is a

mode of advertising our trade just by writing articles and attracting endless
number of users across world. We usually sell our articles to different article
database websites and article directories. Today it provided free business to
many advertisers and publishers and they are really benefited through their
articles.

4. Email sending: Electronic mail sending is the best way to marketing. Collect
list of email addresses through portfolio websites and email about your
business to all internet users. Your Email should be attractive in such away
that your recipient will be impressed to get back to you.
 5. Use social networking websites: Social networking websites like Twitter,
Facebook can be used to promote your sales. These provide best platform for
all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your

marketing. These websites uploads your service to the whole world. All that
you need to do is film a video about marketing and send it to video
uploading sites like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view videos
rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and

increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by

providing quality web content. It uses RSS feeds and many SEO techniques.

Engagement
In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business allows
anyone and everyone to express and share an opinion or idea somewhere along the
business‘s path to market. Each participating customer becomes part of the
marketing department, as other customers read their comments or reviews. The
engagement process is then fundamental to successful social media marketing.

Example-2008 Presidential Election

The 2008 presidential campaign had a huge presence on social networking sites.
Barack Obama, a Democratic candidate for US President, used Twitter and
Facebook to differentiate his campaign. His social networking site profile pages
were constantly being updated and interacting with followers.

Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible Children,
Inc. This 29 minute video aimed at making Joseph Kony , an International
Criminal Court fugitive, famous worldwide in order to have support for his arrest
by December 2012; the time when the campaign ends. The video went viral within
the first six days after its launch, reaching 100million views on both YouTube and
Vimeo.

Narendra Modi 2014

Modi , a BJP candidate for India Prime Minister, used Twitter and Facebook to
differentiate his campaign. His social networking site profile pages were constantly
being updated and interacting with followers The 2014 prime minister campaign
had a huge presence on social networking sites. Narendra.

General Social Networking Statistics

 62% of adults worldwide now use social media

 Social networking is most popular online activity, with 22% of time online
spent on channels like Facebook, Twitter and Pinterest

 65% of the world‘s top companies have an active Twitter profile

 90% of marketers use social media channels for business, with 93% of these
rating social tools as important

 43% of marketers have noticed an improvement in sales due to social

campaigns

 72% of marketers who have worked in social media for three or more years
said that they saw a boost in turnover due to social channels (the longer
you‘re working in it the better you get)

 91% of experienced social marketers see improved website traffic due to

social media campaigns and 79% are generating more quality leads.

 The average time spent by marketers on social media is 1-5hrs per week for
those just getting started and 6+ hours per week for those with 3+years of
experience
 The most popular social networking tool for marketing is Facebook being
used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)

 LinkedIn is 4X better for B2B lead generation than Facebook and Twitter

 Only 10% of marketers are actively monitoring social media ROI

 Only 22% of businesses have a dedicated social media manager

 45% of Fortune 500 companies have a public-facing corporate blog

 80% of Fortune 500 companies have an active corporate Facebook account,

83% have an active corporate Twitter account

 67% of customers are somewhat likely to purchase from a brand that they
follow or like

Social Network Facts

and Statistics India
Facebook Facts From India

1. India has world’s largest number of Facebook Users with over 195 million
users, overtaking US by over 4 million subscribers.

2. There are 155 Million Monthly Active Users (MAUs) in India, of which
147 Millions MAUs access Facebook via Mobile Phones and 73 Million
users are active daily on Mobiles.

3. Top 5 countries accessing Facebook are India, USA, Brazil, UK and

Germany.
4. Key Facebook Users from India are aged 18-24, which is the largest and
fastest growing population segment.

5. A users revisits Facebook more than 3 times in a day.

6. Indian users can access Facebook in 12 languages and 670 Million users are
connected to at least one News Publishers page.

7. In India, 76% of Facebook users are Men, and 24% users are women, which
illustrates the barriers women face in India to access technology and
information.

8. Most popular Indian Brand on Facebook is Aaj Tak with 14.4 million global
fans.

9. Prime Minister Narendra Modi is the most popular Indian on Facebook with
32.9 Million likes as of 2nd quarter of the year. Deepika Padukone is 2nd
most popular person with 31 Million likes.

10. Rajnikanth VS CID jokes is the most followed Indian Facebook Page with
over 11,894,377 likes.

11. Nearly 52% of Facebook Users in India hesitate or aren’t bothered to

mention relationship status on their profile.

12. In India, Facebook is the only social network to cross 150 Million Users.

13. Most of the active Facebook Users like to keep their stories and posts to
“Only Friends”.

Twitter Facts and Stats From India

1. Twitter, the microblogging site has 23.2 million Monthly Active Users in
India, which is 2nd largest in Asia-Pacific after Japan with 26 million
MUAs.

2. Over all, Twitter accounts for only 17% of Indian Social Network users.

3. Again, PM Narendra Modi has Largest Audience following totalling

over 25,148,264 fans. On the 2nd place, we have Amitabh Bachchan
with 23,731,193 followers.

4. Most followed Indian Brand on Twitter is Reliance Mobile with 2,92,496

followers and Airtel India is on 2nd position with 1,813,07 followers.

5. In terms of Twitter Community, “Awkward” has the largest audience of

2,931,989 followed by “Pakalu Papito” with over 2,474,466 followers.

6. Twitter is at 2nd place in terms of User Engagement after Facebook.

7. Globally, Twitter has 320 million users, 140 million of Daily Active
Users and 305 of Monthly Active Users.

8. According to twitter, 80% of users tweet from mobile devices.

9. Every second, around 6000 tweets are sent which means over 350,000
tweets per minute, 500 million tweets per day and 200 billion tweets per
year.
 LinkedIn Facts and Stats from India

1. There are over 30 Million LinkedIn Users in India, while 467 million
users globally.

2. LinkedIn, comparatively, is the fastest growing professional network in

India.

3. Currently, LinkedIn is the most frequently used social network for

recruiting, because it results in the most successful hiring.

4. Most active users on LinkedIn India are of age group 24-35.

5. 46% of LinkedIn users are Female and 54% are Male.

6. Microsoft acquired LinkedIn for $26 billion in 2016.

7. Top 5 countries posting on LinkedIn are USA, India, Japan, UK & Brazil.

8. India accounted for 6.76% of regional distribution of LinkedIn traffic after

United States with 33.53%.

9. A profile with photo makes users 36 times more likely to get a message on
LinkedIn, while it makes 14 times more likely to be found on LinkedIn.

10. . Every second 2 members join LinkedIn.

 YouTube Stats and Facts from India

1. YouTube, the video-sharing site has more than 60 million unique users in
India with users spending over 48 hours a monthly viewing video `content.

2. More than half of YouTube viewers watch YouTube Videos on their

Smartphone or tablet.

3. ChuChu TV is the most subscribed animated YouTube Channel in

India with 3.43 million views, followed by CVS 3D Rhymes having 2.16
million views.

4. T-Series has the largest audience on YouTube India with total views of
12,505,859,352 followed by ZeeTV with total views of 6,364,519,553.

5. Actor wise, Ranveer Singh has largest audience of 4,091,138 views, and Vir
Das is second most popular Actor on YouTube with total views of
2,627,336.

6. Tanmay Bhat is India’s top YouTube star (co-founder of All India Bakchod
(AIB) having 1.55 Million subscribers and 143.23 million views.

7. The estimated earnings of ChuChu TV is $220,000-500,000 per month.

8. Over 70% of YouTube viewers in India are aged below 35, female users’
accounts for 38% and Male users are 62% on YouTube.

9. When compared to last year, YouTube in India is up by 90% while the

watch-time has grown by 80% in 2016.
10. Top 5 countries viewing YouTube are USA, India, Japan, Russia & Brazil.

11. Globally, YouTube is the 2nd biggest search engine after Google. 1/3 of
Internet users use YouTube. Monthly 6 Billion hours of videos are watched
on YouTube.

12. The Partnership Program of YouTube gives 55% of the advertising

revenues to the creators.

Pinterest Stats and Facts From India.

1. Globally, there are 176 million registered Pinterest users out of which 110
million are active users.

2. After Facebook and Twitter, Pinterest is 3rd most popular social network in
India.

3. 80% of traffic to the site comes from Mobile device.

4. Pinterest has 80% female users and 20% male users.

5. Majority of daily active users on Pinterest are under 40.

6. The site generates more than 400% revenue per click as Twitter and 20%
more than Facebook.

7. The most browsed categories on Pinterest include- DIY & Crafts, Fitness,
Home Décor, Food & Drink.

8. 92% of overall Pinterest posts are photos.

 Instagram Stats and Facts From India

1. There are 16 Million Instagram users in India.

2. Globally, there are 400 Million active Instagram users with 75% of users
from outside US.

3. 30% of overall Internet users are on Instagram

4. 74% of Instagram users in India are Men and 26% are Female

5. More than 90% of Instragramers are below 35 in India.

6. The 1/4th Indian Population uses Instagram to post Selfies.

7. Instagram “Private Accounts” in India have increased in numbers.

8. Deepika Padukone is the most followed celebrity on Instagram with over

10.7 million followers, and Priyanka Chopra is at 2nd place with 10
Million followers.
9. Top countries posting on Instagram are USA, Russia, Brazil, India &
Turkey.

10. Top 5 brands on Instagram are Nike, Starbucks, NBA, Adidas Originals &
TopShop.

11. 48.8% of brands are currently on Instagram, by 2018 it is expected to touch

70.7%.

12. The average users post engagement rate of Instagram is 3.31%, while
Twitter has an average of 0.07% only.

Other Interesting Internet Facts from India

1. In India, there are over 462 Million internet users and 200 Million are active
social media users

2. In 2016, 24.33% of Indian Population accessed Internet via Mobile phone

and the trend is predicted to grow at 37.36% by 2021.

3. India is second largest online market behind China.

4. Internet usage is male dominated in India with 71 percent to 29 percent

female.

5. Google+ is 2nd most used in India with 82% accounts after Indonesia with
83% accounts.
 6. Activities on Social Networking sites are high between 6 PM to 10 PM.

7. Mumbai and New Delhi accounts highest traffic to social media sites.

8. Over 60% of active social network users are college going students.

4) ODA (Online Display Ads)

Display adversiting appears on web pages in many forms, including web banners.
Banner ad standards continue to evolve.

5) ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is
a process include-

 Undertake the comprehensive research and analysis the online content.

 Track your users' actions and opinions about brands.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

5. 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
 SWOT Analysis: Social Media

Strengths:
Large market reach or penetration and it‘s Very useful if you are setting up a
digital engagement strategy (to new people, young people).Social media builds a
conversation and converse with others and build close networking bonds which
share quick information exchange. It lets you follow and connect with
people/groups that interest you but are not necessarily
yourfriends (as with Facebook). Authors, celebrities, co-workers, colleges,
organizations etc. The campaigns are generally Cost-effective in the sense most of
the platforms are free.

They just demand time, there is a Human factor: Your brand becomes more HUMAN
.Media exposure can be another strength of this. While Twitter is in a strong
market position in micro-messaging. Facebook is the only real competitor here and
they attract users for different reasons. It helps to build strong, long term
relationships through online social networking, at a faster pace than just relying on
traditional face-to-face networking and Gets tons of publicity. The industry has
developers creating hundreds of applications around its API. It is totally RSS-
enabled.

Weaknesses:
Tough to train or convince management team/group members on social media
principles as
A lot of ―Why Bother‖ from most mainstream (i.e. Facebook users) people are there.
The industry has low retention rate. Only40%.Lacks tools or resources to track and
monitor social media campaign results. There is concern about information
leakage, liability, security, and management also.

Effort vs results: Even if it is more measurable than other channels, it is difficult

(especially for small business operations) to balance the effort put on social media
against the results obtained
Consistency: Engaging with your audience at a direct level means more efforts in
terms of keeping a consistent message/ corporate image

Making up for mistakes: The time-frame to correct errors that affect your audience
is less. Because you are heavily exposed, your company has to take action more
promptly than if you weren‘t (especially if people are having conversations about
your brand, you will have to engage and clarify)

Blocked at many work sites: management sees it drops productivity; hurts bottom
line.

Opportunities:

Creating/joining online presence on sites where the company currently doesn‘t

exist,
Great opportunity for individuals and organizations to connect and exchange
information. It opens a new target or niche markets that are untapped: students, the
public.

Partnerships with other groups, organizations, schools, government, etc.

Penetration into a new geographical market quickly.

Recruitment of interested new members, students, and public support and allows
you to build short and long term relationships with prospects. It humanizes the
‘brand’ and makes the recruitment process more personal.

Can gain deep insights into real-time trends, news, and all of us be the pulse of the
internet‖ as said by Founder Biz Stone.

Integration into real- time games, media, and apps. We‘ve barely scratched the
surface so far on what‘s possible. Twitter as real time infrastructure.
 It may become the dominant way for businesses to communicate with their
customers as quick delivery, branding opportunities, and enhanced marketing
opportunities are there.

Being present where stuff happens: People research for info/products/services

online and value more the opinion of other individuals than whatever a company
may say about their own offer. If your company is present in an interactive
environment like social media, the opportunities for engagement, conversion and
most importantly clarification of doubts regarding your brand, are countless.

Developing a following/ audience those auto-nurtures itself: Your efforts in Social

media, together with the effort of your following may mean that your audience
becomes your best sales people.

Talent coming your way effortless: Because of the possibilities of exposure that
Social Media allows for, interacting here may mean that future talent (in the shape
of employees, partners or, you-name-it) will come your way through the power
of connecting online!

Reach out to certain groups that traditional media didn‘t allow you to: Because
Social media is for everyone, sooner or later you‘ll come across people you never
thought of as your client. This opens the doors to building new relationships but
also to valuable feedback that can help you develop your products or services more
intelligently.

Threats:

Competitor is going after the same space or same audience with similar campaign
and the question also arises whether the current campaign sustainable, can it
continue? There can be threat of Attitudes on privacy: while lately it seems
everyone is willing to share the most intimate as well as mundane details of their
life there could easily be a backlash against this trend. We‘ve all heard of a few
embarrassing stories about over-sharing online, and a few high-profile examples
might make people rethink their habits. Micro-messaging may just be a fad.
There‘s nothing inherently awesome about 140 characters. It got too much
publicity in a short time. May get burned out and getting dangerously
spammy/porn spammy .The market doesn‘t have solid revenue model
(future advertisements?)

Other social networking sites (MySpace, Tagged, Friend feed, identi.ca,others)

may grow and steal market share and Acquisition by a bigger player (Google) may
disappoint early adopters and loyal users.
 CONCLUSION

The internship at NWAY Technologies is a really good program and

recommended to others who want to learn something unique in this field. It helped
me to enhance and develop my skills, abilities and knowledge. It was a good
experience and memories as not only I have gained experience, but also new
friends and knowledge.
NWAY Technologies is a good place to do the internship since it provides
numerous benefits and advantages to the interns. The treatment by the company
was just, equitable and professional. I have learnt from different units and people. I
am grateful and thankful to my supervisors. They also helped me to handle some of
my weaknesses and provided me with the necessary guidance whenever needed.
I wish the internship program will be made as a core subject and I will be
encouraging to all the students to grab the opportunity of internship as it will help
us to identify our strengths, abilities, weaknesses and more.
 REFERENCES

 http://www.ey.com/in/en/services/advisory/ey-social-media-marketing-
india-trends-study-2016

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

 https://dazeinfo.com/2014/11/05/internet-users-india-mumbai-tops-
followed-delhi-kolkatta/

 https://simplymeasured.com/blog/new-study-80-of-fortune-500-
companies-active-on-facebook-and-
twitter/#sm.00011iaa8v1e3gesnu2vowmks71be

 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&c
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 www.marketingcharts.com/digital-72124

 http://heidicohen.com/2015-fortune-500-social-media-use-research/

 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&c
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