A Report On

“MICRO PROJECT”

“Digital Marketing & its Effect on Business”

Submitted from the

“DIPLOMA IN COMPUTER

ENGINEERING” MSBTE, MUMBAI

Department of Computer Engineering

Abhaysinhraje Bhonsle Institute of Technology
(Polytechnic),
Shendre, Satara.
Institute Code: 0983

Academic Year – 2023-24

 Vidyavardhini Charitable trust
Abhaysinhraje Bhonsle Institute of
Technology
Shahunagar -Shendre, Satara.

CERTIFICATE
This is to certify that:-

Enrollment no: Student Name

2109830053 Shinde Shreya Sambhaji
2109830056 Waghmare Sahil Ramesh
2209830266 Mohite Vardan Dipak
Diploma in computer engineering has satisfactorily completed the project work under micro
project report on ,“ Digital Marketing & its Effect on Business in 2011, 2012, 2013” under
my guidance and supervision, this is part of partial fulfillment of the requirement for
submission of Maharashtra State Board of Technical Education , Mumbai during semester
sixth of Academic year 2022-23..

GUIDE H.O.D. PRINCIPAL

Mr. Nalawade R.D. Mrs. Nikam R. A. Mr. Dhumal S.U.

 ACTION PLAN

Sr. Details of Activity Start Date Finish Date

No.
1. Selected the topic for 5/03/2023 11/03/2023
Micro project
2. Organized things 11/03/2023 16/03/2023
required for Micro
project
3. Browsed for 16/03/2023 20/03/2023
information of raw data
4. Attended extra lecture 20/03/2023 27/03/2023
for project
5. Prepared notes 27/03/2023 05/04/2023
accordingly
6. Created Word document 05/04/2023 09/04/2023
with our teacher’s help
7. Made required 09/04/2023 14/04/2023
corrections after
discussion
8. Also created a PDF 19/04/2023 28/04/20223
document to make a
hard copy of the report
 Index
Sr. No Parameters Page No
1 5
Introduction

2 6-7
Digital Marketing-
 Website Designing
 Digital Marketing Trends

3 8-11
Research Methodology
 Marketing and Customer Digital Acquisition
 Digital Media and Distribution

4 12-17
Industry Analysis

5 18
Conclusion

6 19
Acknowledgement

7 20
References
 ABSTRACT

“
Digital Marketing & its effects on the Business with reference to Branex.”

Digital marketing is marketing that makes use of electronic devices (computers)

such as personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps
(classic and mobile) and social networks.
Branex consultancy solutions PvtLtd has emerged as one of the best online media
companies in the American marketplace. The company offers a plethora of services in all online
media platforms. The offerings include marketing and consulting on Facebook, Twitter,
LinkedIn, SlideShare, YouTube, and Google. Though the company was started only two years
ago, it is way ahead of most of competitors through its relentless pursuit of perfection and
enormous amount of creativity which they put in their work. The firm worked with multiple
brands on social media and currently have 4 out of Top 30 brands in Facebook USA.
The project was in the marketing department of Branex. The project was “A study
on digital marketing and its impact on revenue generation with reference to Branex”. This report
will help to get an idea about digital marketing and how the digital marketing has impact on
revenue generation for digital marketing companies and with reference to Branex. Through this
study we will see how online media companies emerging how they are generating revenue and
how they are growing economically and revenue generation models of online media companies
particularly reference to Branex.
Main findings of this internship are given here. American customers are highly
information seekers. They collect more information about a product before buying it. Internet
penetration in USA is key player for this phenomenon. Most of Americans are getting stimulus
through advertisements, but they are not reaching to end phase of customers purchase journey,
mainly in high involvement purchases. Brands are getting more touch point to reach their target
group in this digital era. More details about findings are given this report.
 INTRODUCTION

To begin with, as a part of the curriculum a summer internship programme 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 start-up company named Branex, I choose the start-up company because with start 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) Marketing practices have dramatically shifted with the rise of social media and
proliferation of devices, platforms, and applications. Your prospective and current customers are
trying to communicate with you, and you can listen and respond faster, and with more
personalization than ever before. This shifting environment presents new opportunities and
challenges for marketers. With digital marketing, it's easy to fall behind. Digital marketing equips
you with the tools you need to assess your organization’s social media and digital marketing
strategy and helps you identify areas of improvement. Useful for individuals from small- to
medium-sized businesses who want to use new media as a vehicle for growth. Organizations are
leveraging digital marketing methods for successful marketing strategy implementation inbound
marketing through publishing content online in the form of portals, podcasts, e-journals, online
campaigns, social media marketing, search services; and outbound marketing including email
marketing, RSS (Really Simple Syndication) feeds and others. A recent survey of 3300 business
executives from various industries indicates that on an average, 34% of a company’s leads come
from inbound marketing verses 22% through1 outbound marketi
Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage customers in a
more personalized way. Digital marketing trends that organizations are rapidly embracing
include
Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart
phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones in
last four years. Therefore an increased user base accessing the internet via smartphones has
prompted many companies to optimize their online content for mobile devices.
Social media:
Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers by
supplying them with medical and campaign-related information.
Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities like
experience sharing, review reading via social media and the evolution of Global Positioning
System (GPS) are helping companies leverage Social-Local-Mobile marketing activities.
Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital channels. Email
is one of the most preferred marketing channel to broadcast targeted organization messages and
campaigns to existing and prospective customers.

Advanced analytics:
Increased adoption of digital channels is generating large volumes of customer behavioural data.
Advanced actionable analytics can help organizations define targeted marketing strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are
focusing on SEO efforts and paid search advertising for enhancing the visibility of their products
and services.
One more trend that has been observed recently is the continually mounting costs of pay-per-
click (PPC) that has resulted in the increased disappointment with this form of search engine
Advertising.
 RESEARCH METHODOLOGY
The research design and methodology is presented as follows

Data collection:
 The task of data collection begins after a research problem has been defined and
research design has been chalked out.
 While deciding about the method of data collection to be used for the study, the
research should keep in mind two types of data viz. Primary and Secondary.

Sources of data

a) Primary Data.

b) Secondary Data.

Primary data:
The observation method is the most commonly used method. Data pertaining to digital marketing
process and most of information is collected from project guide in the company. Questionnaire
method is also very widely used in order to give a structure to the entire study.Secondary

data: Secondary data is collected from already existing sources in various organization
broachers & 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.
Digital Marketing and Customer Acquisition

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO), we
ensure that you reach your objectives in the best possible way.

Plan companies social media campaigns to reach your exact target market with the right
communication message.

Understanding brand message and creating interactive videos to showcase your brand presence
is our speciality.
Creating custom mailer designs and execute them to drive your inbound marketing strategy

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.

Digital Media Distribution and Solutions

Brand campaigns using a mix of media and marketing. We partner with some of the largest
music labels globally.
Distribution of music, videos & other digital content across devices. Our platform and
analytics power some of the largest labels globally.

Want to launch a story telling campaign built around music/videos/films celebrities

4.1 MAJOR CLIENTS OF THE COMPANY:
 INDUSTRY ANALYSIS
The American Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the American economy. As
the M&E industry widens its reach, it plays a critical role in creating awareness on issues
affecting, channelling the energy of and building aspirations among USA’s millions. As it
entertains and informs the country, the M&E industry has been a catalyst for the growth of large
parts of the American economy. M&E industry consist of TV, Print, Films, Radio, Music, OOH,
Animation and VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the American media and
entertainment (M&E) industry has grown by 11.8 per cent in 2013 while comparing with 2012
and touched Rs 918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a CAGR of
14.2 per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1
per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each, followed
by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films (11.9 per
cent) and OOH with 9.2 per cent expected CAGR.
According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million) , up
30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media advertising
expenditure in 2013, up from 5.5% share in 2012.

It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. This shift towards the digital media is important for digital
media strategists to consider, in order balancing their marketing budgets between online media
and traditional TV strategy.

IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market among
various ad types like search ads, display ads, mobile ads, social media ads, email ads and video
ads. By seeing this breakup we can understand marketer are giving importance to all venues to
place ads.
 Conclusion
The successful completion of this internship indicates that the future of marketing is
in the hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these components
in an effective way to reach target groups and to build a brand. In this digital era marketer is not
the custodian for a brand, people who are connected across the digital platforms are the
custodians.

Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication between
brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more
cost effective and it provide lot of touch points to marketer. Brands can able to engage their
target group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they

making money through digital advertising raising of digital marketing consciousness making
money for digital agencies by which they are booming and making more money with small
investments.

I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and to plan for future strategies.
 Acknowledgement

We take this opportunity to express sincere thanks to our project guide Mr.Nalawade R.D.
under whose guidance our project is done. We also thanks to all the Humanities and Science
department teachers for their valuable guidance, and timely suggestions without which we could
not complete this project work. Only because of our staff inspiration and instructions we could
achieve satisfactory completion of project work. Last but not least, we wish to thanks all of those
who have helped us directly or indirectly in this project work.
 REFERENCE

Website Name:

1) www.nseindia.com
2) www.bseindia.com
3) www.canmoney.in
4) www.nsdl.co.in
5) www.cdslindia.com
6) https://canarabank.com/depository-services

Reference Books Name:

1. The story of Canara Bank

2. A Modern Approach to verbal and non – verbal Reasoning-
R.S. Aggarwal
3. Kiran’s Tricky Approach to Competitive Reasoning verbal
and non–verbal (fully solved)- Kiran
4. Bank PO Reasoning- Arihant Experts