A STUDY ON TRENDS AND TECHNIQUES IN DIGITAL MARKETING SEO
SOCIAL MEDIA AND CONTENT MARKETING AT PLASMID IN BANGALORE
MASTER THESIS SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
OF
BENGALURU CITY UNIVERSITY
BY: S PRADEEP
REG NO: P18EX22M015027
UNDER THE GUIDANCE OF
DR. VIJAYA KUMAR R S
ASSOCIATE PROFESSOR
NAGARJUNA DEGREE COLLEGE
[BENGALURU CITY UNIVERSITY]
2023-24
DECLARATION BY THE STUDENT
I hereby declare that “A Study on Trends and Techniques in Digital
Marketing SEO Social Media and Content Marketing at
Plasmid in Bangalore” is the result of the project work carried out by me under
guidance of “Dr. VIJAYA KUMAR R S” in partial fulfilment for the award of
Master’s Degree in Business Administration by Bengaluru City University.
I also declare that this Master Thesis is the outcome of my own efforts and that
it has not been submitted to any other university or Institute for the award of
any other degree or Diploma or certificate.
Signature of student
Place: Bengaluru Name: S PRADEEP
Date: 08/11/2024 Reg No: P18EX22M015027
NAGARJUNA DEGREE COLLEGE
Ramagondanahalli, Yelahanka, Bangalore-64
Department of MBA
GUIDE CERTIFICATE
This is to certify that the project report titled “A Study on Trends and Techniques in Digital
Marketing SEO Social Media and Content Marketing at Plasmid in Bangalore”
submitted by Manoj k r bearing register number P18EX22M015027 to Bengaluru City
University, Bengaluru for the award of degree of Master of Business Administration’s record
of work carried out by her under my guidance.
Place: Bengluru Signature of Guide
Date: 08/11/2024 Dr. Vijaya Kumar
Associate professor
ACKNOWLEDGEMENT
My gratification and exhilaration on the success of this project would be incomplete without
mentioning the names of all the people who helped, guided and encouraged me for this
project would not have been successful.
I would like to thank my family for the support and blessings at each and every of my project.
I extend my sincere thanks to Dr Vijaya Kumar, Associate Professor, NDC for giving an
opportunity to complete my project.
I have immense pleasure in expressing my acknowledgement to mentor and guide Dr Vijaya
Kumar.
I thank my professors of MBA department of NDC for their valuable support.
Signature of student
Place: BANGLALURU Name: S PRADEEP
Date: 08/11/2024 Reg no: P18EX22M015027
Chapter Particulars Page
No
No
1 INTRODUCTION
IMPORTANCE OF THE TOPIC
THEORTICAL BACKGROUND OF THE STUDY 1-30
INDUSTRY PROFILE
2 REVIEW OF LITERATURE AND RESEARCH DESIGN
REVIEW OF LITERATURE AND GAPS
STATEMENT OF THE PROBLEM
NEED OF THE STUDY
SCOPE OF THE STUDY
31-50
OBJECTIVES OF THE STUDY
RESEARCH DESIGN
SAMPLING
TOOLS FOR DATA COLLECTION
PLAN OF ANALYSIS
LIMITATION OF THE STUDY
3 ORGANIZATIONAL PROFILE
51-58
INTRODUCTION TO THE ORGANIZATION
COMPANY PROFILE
SWOT ANALYSIS
4 DATAANALYSIS AND INTERPRETATION 59-79
DETAILS OF TOOL USED FOR DATA ANALYSIS
DATA ANALYSIS AND INTERPRETATION
5 SUMMARY OF FINDINGS, CONCLUSION AND 80-88
SUGGESTIONS
SUMMARY OF FINDINGS
CONCLUSION
SUGGESTIONS
BIBLIOGRAPHY 89
APPENDIX/ QUESTIONARIES 90-95
LIST OF TABLE
Chart No. Title Page No.
CHART 4.1: WHAT IS YOUR AGE RANGE ? 62
CHART 4.2: WHAT IS YOUR CURRENT EDUCATION LEVEL? 63
CHART 4.3: HOW WOULD YOU DESCRIBE YOUR KNOWLEDGE OF 64
DIGITAL MARKETING?
CHART 4.4: WHICH DIGITAL MARKETING CHANNNEL DO YOU 65
PERSONALLY USE THE MOST ?
CHART 4.5: HOW SIGNIFICANT DO YOU BELIEVE SEO IS FOR 66
ONLINE VISIBILITY?
CHART 4.6: WHICH SEO PRACTICES DO YOU FIND MOST USEFUL 67
CHART 4.7: WHICH SOCIAL MEDIA PLATFORM DO YOU CONSIDER 68
MOST EFFECTIVE FOR BRAND ENGAGEMENT
CHART 4.8: HOW OFTEN DO YOU FOLLOW OR ENGAGE WITH 69
BRANDS ON SOCIAL MEDIA ?
CHART 4.9: WHAT TYPE OF CONTENT DO YOU PREFER TO 70
ENGAGE WITH?
CHART 4.10: HOW LIKELY ARE YOU TO RECOMMEND CONTENT 71
THAT YOU FIND VALUABLE ?
CHART 4.11: WHICH CURRENT TREND IN DIGITAL MARKETING 72
DO YOU FIND MOST COMPELLING ?
CHART 4.12: WHAT IS YOUR PERSPECTIVE ON USING AI FOR 73
DIGITAL MARKETING ?
CHART 4.13: HOW WAS YOUR INTERNSHIP AT 74
PLASMID
INFLUENCED YOUR CAREER PERSPECTIVE
INDIGITAL MARKETING ?
CHART 4.14: WHAT AREA OF DIGITAL MARKETING DID YOU 75
FIND MOST ENGAGING DURING YOUR INTERNSHIP?
CHART 4.15: HOW DO YOU FEEL ABOUT PURSUING A CAREER IN 76
DIGITAL MARKETING ?
CHART 4.16: WHICH SKILLS DO YOU THINK ARE CRUCIAL FOR 77
LIST OF CHART
Chart No. Title Page
No.
CHART 4.1: WHAT IS YOUR AGE RANGE ? 62
CHART 4.2: WHAT IS YOUR CURRENT EDUCATION LEVEL? 63
CHART 4.3: HOW WOULD YOU DESCRIBE YOUR KNOWLEDGE OF 64
DIGITAL MARKETING?
CHART 4.4: WHICH DIGITAL MARKETING CHANNNEL DO YOU 65
PERSONALLY USE THE MOST ?
CHART 4.5: HOW SIGNIFICANT DO YOU BELIEVE SEO IS FOR 66
ONLINE VISIBILITY?
CHART 4.6: WHICH SEO PRACTICES DO YOU FIND MOST USEFUL 67
CHART 4.7: WHICH SOCIAL MEDIA PLATFORM DO YOU 68
CONSIDER MOST EFFECTIVE FOR BRAND
ENGAGEMENT
CHART 4.8: HOW OFTEN DO YOU FOLLOW OR ENGAGE WITH 69
BRANDS ON SOCIAL MEDIA ?
CHART 4.9: WHAT TYPE OF CONTENT DO YOU PREFER TO 70
ENGAGE WITH?
CHART HOW LIKELY ARE YOU TO RECOMMEND CONTENT 71
4.10:
THAT YOU FIND VALUABLE ?
CHART WHICH CURRENT TREND IN DIGITAL MARKETING 72
4.11:
DO YOU FIND MOST COMPELLING ?
CHART WHAT IS YOUR PERSPECTIVE ON USING AI FOR 73
4.12:
DIGITAL MARKETING ?
CHART HOW WAS YOUR INTERNSHIP AT 74
4.13: PLASMID
INFLUENCED YOUR CAREER
PERSPECTIVE INDIGITAL
MARKETING ?
CHART WHAT AREA OF DIGITAL MARKETING DID YOU 75
4.14:
FIND MOST ENGAGING DURING YOUR INTERNSHIP?
CHART HOW DO YOU FEEL ABOUT PURSUING A CAREER IN 76
4.15:
DIGITAL MARKETING ?
CHART WHICH SKILLS DO YOU THINK ARE CRUCIAL FOR 77
4.16:
EXECUTIVE SUMMARY
This study, titled "A Study on Trends and Techniques in Digital Marketing: SEO, Social
Media, and Content Marketing," was carried out at Plasmid in Bangalore to examine the
dynamic and rapidly evolving field of digital marketing. The research focuses on three key
areas: Search Engine Optimization (SEO), social media strategies, and content marketing. As
businesses increasingly rely on digital platforms to engage with consumers, it has become
essential to stay ahead of the latest trends and adopt innovative marketing techniques to
maintain competitiveness in an ever-expanding digital marketplace. This study provides an in-
depth analysis of the latest trends in digital marketing and how they influence business
practices in the contemporary digital environment. The primary goal of this study was to
explore how businesses are leveraging SEO, social media, and content marketing to optimize
their digital presence and foster stronger relationships with customers. The research delves into
the nuances of SEO, which has evolved beyond traditional keyword optimization and backlink
building. Today, search engines prioritize user intent, content relevance, and overall user
experience. The study found that businesses must now create content that not only meets search
engine algorithms but also provides value to users, ensuring higher rankings and sustained
traffic. Furthermore, the importance of technical SEO, such as mobile optimization, site speed,
and structured data, has increased significantly.
In terms of social media, the study highlights the transformative role platforms like Instagram,
LinkedIn, and TikTok have played in brand engagement. Social media is no longer just a tool
for promoting products and services but has become a central hub for customer interaction,
brand storytelling, and community building. Businesses are increasingly focusing on creating
personalized campaigns that resonate with their target audience, as well as collaborating with
influencers to amplify their messages. The study identifies the growing trend of businesses
using social media for real-time customer feedback, customer service, and direct sales, which
has led to the rise of social commerce. Content marketing, as explored in this study, is another
critical aspect of modern digital marketing strategies. The demand for high-quality,
informative, and engaging content has grown tremendously. Businesses are recognizing that to
capture the attention of their target audience, they must provide valuable content that addresses
customers' needs and interests
CHAPTER 1: INTRODUCTION
