SUMMER TRAINING REPORT

On

DIGITAL MARKETING – THE NEW FACE MARKETING COMMUNICATION

BRIO COMMUNICATION PVT.LTD.

Submitted in partial fulfillment of the requirement of

BachelorsofBusiness Administration (BBA)

Guru Gobind Singh Indraprastha University, Delhi

Session 2022-23
Under the Guidance of –

Mr.Jitender Sharma Sumbitted by-

Name of Faculty Guide-

Ms.Vaishali Sharma Name of Student – Amandeep Chaudhary

BBA-V Sem
Enrollment No.- 00328001720

JIMS ENGINEERING MANAGEMENT TECHNICAL CAMPUS

48/4Knowledge Park III, Greater Noida-201306 (U.P.)

 DECLARATION

I hereby declare that this Summer Training Report titled. A study on Digital Marketing- The New
Face Of Digital Marketing and submitted by me to JIMS Engineering Management Technical
Campus, Greater Noida is a bonafide work undertaken during the period from 15 June to15 August
by me and has not been submitted to any other University or Institution for the award of any
degree diploma / certificate or published any time before.

(Signature of the Student) Date: / / 2022

Name: Amandeep Chaudhary

Enroll. No.: 00328001720

 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled “ Study on Digital Marketing- The
New Face Digital Marketing ” is the bonafide research work carried out by (Amandeep
Chaudhary; 00328001720) student of BBA, JIMS Engineering Management Technical Campus,
Greater Noida, in partial fulfilment of the requirements for the Summer Training Report for the
Degree of Bachelor of Business Administration.

He has worked under my guidance.

I wish him a success in all his/her future career endeavours

Faculty guide

Name: Ms.Vaishali Sharma

Designation : Assitant professor

 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to JIMS Engineering Management Technical Campus,
Greater Noida for imparting us very valuable professional training in BBA.

I pay my gratitude and sincere regards to Ms. Vaishali Sharma, my project Guide for giving me the
cream of his knowledge. I am thankful to him/her as he/she has been a constant source of advice,
motivation and inspiration. I am also thankful to him/her for giving his suggestions and
encouragement throughout the project work.
I take the opportunity to express my gratitude and thanks to our computer Lab staff and library staff
for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project and
providing me an environment, which enhanced my knowledge.

Date: / / 2022

Name: Amandeep Chaudhary

Enroll. No.: 00328001720
Course: BBA (V- Sem )
 CONTENTS

S. No. Topic Page No

1 Declaration

2 Bonafide Certificate

3 Acknowledgement

4 Company Summer Internship Certificate

5 Executive Summary

6 Chapter-1: Introduction

7 Chapter-2: Company Profile

8 Chapter-3: Literature Review

9 Chapter-4: Research Methodology

10 Chapter-5: Data Analysis and Presentation / Study of topic

11 Chapter-6: Finding and Conclusions

12 Chapter-7: Conclusion

13 References/Bibliography

14 Appendices

EXECUTIVE SUMMARY

This report explains the importance of digital media marketing in present era and this report will help
the reader to get an idea about the Industry, Indian population and digital media, concepts of digital
marketing, Duties and responsibility of client servicing executives in an agency, Steps involved in
client servicing and Consumer buying behavior in the digital era. After reading the whole report the
reader will be able understand the reason behind growing digital media marketing.
Title of the Report is “Digital Marketing – The New Face Of Marketing Communication” and
Objectives of the project is to understand the change in consumer buying behavior in digital era.
Methodologies used for achieving the objective are descriptive study and a research. For achieving
the objective, I have done one research using an online questionnaire. The title for the research is
“Understand the consumer buying behaviour of Indian in digital era”.
Main findings of the research are given here. Indian customers are highly information seekers. They
collect more information about a product before buying it. Internet penetration in India is key player
for this phenomenon. Most of Indians 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.
The successful completion of this project indicates that the future of marketing is in the hands of
digital. I conclude my research by quoting again that “Brands can’t sustain without digital
presence”
 CHAPTER 1
INTRODUCTION
Advertising in business is a form of marketing communication used to encourage, persuade, or
manipulate an audience to take or continue to take some action. Most commonly, the desired result is
to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard
F. Taflinger as “Advertising is the non-personal communication of information usually paid for
and usually persuasive in nature about products, services or ideas by identified sponsors
through the various media."
Advertising is normally done by a third party known as advertising agency. An advertising agency is
a service based business dedicated to creating, planning, and handling advertising for its clients. An
ad agency is independent from the client and provides an outside point of view to the effort of selling
the client's products or services. An agency can also handle overall marketing and branding strategies
and sales promotions for its clients. Types of ad agencies are
 Full service agencies
 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time when
Television was the most popular medium for Marketer to promote, spread awareness and generate
leads for their products but now the trend has changed and Digital media has taken its place. Main
reason for this change was
 Traditional methods are expensive. Compared to digital marketing channels, you could end
up spending thousands of dollars more.
 Traditional marketing channels fail to provide instant feedback and reports about who saw or
heard an ad, and took action. This data is collected long after the initial ad impression is
made (and still then, the statistics are far from exact numbers).

Digital marketing, on the other hand, refers to marketing methods that allow organizations to see how
a campaign is performing in real-time, such as what is being viewed, how often, how long, as well as
other statistics such as sales conversions.
Digital Media Marketing or Digital Marketing
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing
became more sophisticated as an effective way to create a relationship with the consumer that has
depth and relevance.
Digital marketing was defined in Wikipedia as “marketing that makes use of electronic devices
(computers) such as personal computers, smart phones, cell phones, tablets and game consoles to
engage with customers. Digital marketing applies technologies or platforms such as websites, e- mail,
apps (classic and mobile) and social networks”.
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s wrong.
Digital marketing revolves around the Internet, which explains why people tend to believe that digital
marketing and Internet marketing are synonymous. Nonetheless, they are different. Internet marketing
falls under the category of digital marketing. Internet marketing encompasses digital marketing
services such as search engine optimization, display advertising, and email marketing.
 CHAPTER-2
COMPANY PROFILE
Brio communication, a digital marketing firm with a performance-based pricing strategy, is Gearing
up to serve clients.
MISSION:
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user Contact
and Immediate Problem Resolution is our Strength.

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.

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.

Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to your
audience across multiple platforms. We ensure that whatever we deliver has the highest quality of
experience.

Creating integrated campaigns to create brand presence and recall in the mind of your audience.

We help understand the key pain areas of your CRM process and ensure the elimination of negative
impression of your brand across the web.
Mobile App Development:

Specially designed enterprise and retail apps to ensure that your buyers can easily find and purchase
products, leveraging technology in your favour to increase your revenues.

Our visualizers think out of the box every day, thus helping you to leverage on existing content
through innovative concepts to gain revenue.

Apps specifically conceptualized and designed to meet your business objectives. Our team of highly
skilled visualizers, designers and developers, ensure that your users will experience only the best.
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.

S.W.O.T Analysis of the Organization:

SWOT analysis is a strategic planning tool that can be used by Slicepay managers to do a
situational analysis of the company . It is an important technique to analyse the present
Strengths (S), Weakness (W), Opportunities (O) & Threats (T) Slicepay is facing in its current
business environment.

The Brio communiocation is advertisement

companies in its industry. Brio
communication maintains its prominent
position in market by critically
analysing and reviewing the SWOT
analysis.

SWOT analysis a highly interactive process

and requires effective coordination among various departments within the organization such
as – marketing, finance, operations, management information systems and strategic planning.
The SWOT Analysis framework enables an organization to identify the internal strategic
factors such as - strengths and weaknesses, & external strategic factors such as - opportunities
and threats. It leads to a 2X2 matrix – also known as SWOT Matrix. The central purpose of
SWOT matrix is to identify the strategies that a firm can use to exploit external opportunities,
counter threats, and build on & protect Slice pay’s strengths, and eradicate its weaknesses.

Strength of brio communication- Internal Strategic Factors

Brio communication has numerous strengths that help it to thrive in the market place. These
strengths not only help it to protect the market share in existing markets but also help in
penetrating new markets.

1. Brio communication provides global reach in all over world Traditional marketing is
 restricted by geography and creating an international marketing campaign can be hard,
expensive, as well as labor-intensive. However, digital marketing happens on the Internet,
which means that the reach you can achieve with it is immense. Even a very small local
business owner has the ability to reach an international audience with an online store.

2. Brio communication also improves local visibility, which is especially important if your business relies
on nearby customers. LOCAL SEO and locally targeted ads can be beneficial for companies trying to
bring more customers to their doors. 

3. Whether you want to promote your business locally or internationally, digital marketing
provides you with cost-effective solutions. It allows even the smallest companies to compete
with larger companies using highly targeted strategies. 

Weakness of Brio communication- Internal Strategic Factors

1. There are many competitors of Brio Communication.

2. Brio communication is small scale industry due to they have lack of budget and digital marketing
is purely based on technology.

3. They have to more think about their own branding and company name.

Opportunities of Brio Communication- External Strategic Factors

1. Changing consumer and market trends

2. Upcoming events and tradeshows 

 Threats of Brio communication- External Strategic Factors

1. Government regulations that negatively affect your business

2. New competition in the market

 CHAPTER 3
LITERATURE REVIEW
 The purpose of doing research in the area of digital marketing is because it seem huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not know
where and how to start doing digital marketing. In today’s time, social media channels such as
Face book, Twitter, Google and other social media firms have successfully transformed the
attitudes and perceptions of consumers and in the end helped revolutionized many businesses.
This was done through measurable vast network of customers with trustworthy data with real-
time feedback of customer experiences.

It is much more convenient for businesses to conduct surveys online with a purpose to get
relevant information from targeted groups and analyzing the results based on their responses.
Potential customers can look for reviews and recommendations to make informed decisions
about buying a product or using the service. On the other hand, businesses can use the
exercise to take action on relevant feedback from customers in meeting their needs more
accurately.

Digital marketing is the use of technologies to help marketing activities in order to improve
customer knowledge by matching their needs (Chaffey, 2013).

Marketing has been around for a long time. Business owners felt the need to spread the word
about their products or services through newspapers and word of mouth. Digital marketing
on the other end is becoming popular because it utilizes mass media devices like television,
radio and the Internet. The most common digital marketing tool used today is Search Engine
Optimization (SEO). Its role is to maximize the way search engines like Google find your
website.

Digital marketing concept originated from the Internet and search engines ranking of
websites. The first search engine was started in 1991 with a network protocol called Gopher
for query and search. After the launch of Yahoo in 1994 companies started to maximize their
ranking on the website (Smyth 2007).

When the Internet bubble burst in 2001, market was dominated by Google and Yahoo for search
optimization. Internet search traffic grew in 2006; the rise of search engine optimization grew for
major companies like Google (Smyth 2007). In 2007, the usage of mobile devices increased the
Internet usage on the move drastically and people all over the world started connecting with each
other more conveniently through social media. In the developed world, companies have realized
the importance of digital marketing. In order for businesses to be successful they will have to
merge online with traditional methods for meeting the needs of customers more precisely
(Parsons, Zeisser, Waitman 1996).

Introduction of new technologies has creating new business opportunities for marketers to
manage their websites and achieve their business objectives (Kiani, 1998).

With the availability of so many choices for customers, it is very difficult for marketers to
create brands and increase traffic for their products and services. Online advertising is a
powerful marketing vehicle for building brands and increasing traffic for companies to
achieve success (Song, 2001). Expectations in terms of producing results and measuring
success for advertisement money spent, digital marketing is more cost-efficient for
measuring ROI on advertisement (Pepelnjak, 2008).

Today, monotonous advertising and marketing techniques have given way to digital
marketing. In addition, it is so powerful that it can help revive the economy and can create
tremendous opportunities for governments to function in a more efficient manner (Munshi,
2012). Firms in Singapore have tested the success of digital marketing tools as being
effective and useful for achieving results. (Teo, 2005). More importantly, growth in digital
marketing has been due to the rapid advances in technologies and changing market dynamics
(Mort, Sullivan, Drennan, Judy, 2002). In order for digital marketing to deliver result for
businesses, digital content such as accessibility, navigation and speed are defined as the key
characteristics for marketing (Kanttila, 2004). Other tried and tested tool for achieving
success through digital marketing is the use of word-of-mouth WOM on social media and for
making the site popular (Trusov, 2009). In addition, WOM is linked with creating new
members and increasing traffic on the website which in return increases the visibility in
terms of marketing.

Social media with an extra ordinary example Facebook has opened the door for businesses to
communicate with millions of people about products and services and has opened new
marketing opportunities in the market. This is possible only if the managers are fully aware
of
using the communication strategies to engage the customers and enhancing their
experience (Mangold, 2009). Marketing professional must truly understand
online social marketing campaigns and programs and understand how to do it
effectively with performance measurement indicators. As the market dynamics all
over the world are changing in relation to the young audience accessibility to social
media and usage. It is important that strategic integration approaches are adopted in
organization’s marketing communication plan (Rohm & Hanna, 2011).

Blogs as a tool for digital marketing have successfully created an impact for
increasing sales revenue, especially for products where customers can read reviews
and write comments about personal experiences. For businesses, online reviews have
worked really well as part of their overall strategic marketing strategy (Zhang,
2013). Online services tools are more influencing than traditional methods of
communication ( Helm, Möller, Mauroner, Conrad, 2013). As part of study, it is
proven that users experience increase in self-esteem and enjoyment when they adapt
to social media which itself is a motivating sign for businesses and marketing
professional (Arnott, 2013). Web experiences affect the mental process of
consumers and enhance their buying decision online (Cetină, Cristiana, Reduces,
2012). This study is very valuable for marketing professional as it highlights the
importance of digital marketing.

The Internet is the most powerful tool for businesses (Yannopoulos, 2011).
Marketing managers who fail to utilize the importance of the Internet in their
business marketing strategy will be at disadvantage because the Internet is changing
the brand, pricing, distribution and promotion strategy.
Pakistan has seen tremendous growth in media with 20 million people have access to
the Internet but still marketers insist on doing things the traditional way (Mohsin
2010). Management and structure in Pakistan are still based on ancient paradigm
where customers are moving ahead with their demands and expectations. This gap is
widening day by day with limited skills and mindset available in Pakistan to solve
the problem for the demanding customers. Companies in Pakistan including the
MNC’s are going the traditional way and keeping the digital aspect just to show off
in tune with the modern trends.
CHAPTER-4
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.

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 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.

I have also used an online questionnaire to understand the consumer buying behaviour of
Indians in digital era
 Chapter- 5

Data Analysis and

Presentation /
Study of topic
Data Analysis

Information investigation is the way toward assessing information utilizing

explanatory and measurable devices to find valuable data and help in business
dynamic. In this part, assembled data or information has been given in
tables, charts, and translation structure.

a) Gender:

Around 346 million Indians are engaged in online transactions including e-commerce,
and digital payments, according to a report published by the Internet and Mobile
Association of India (IAMAI). The data revealed that this number is greater than the
total US population engaged in digital transactions which is estimated at 331 million.

The IAMAI report titled 'Internet in India' stated that the global coronavirus pandemic
has witnessed a record increase of 51% from 230 million in 2019 in India, in online
transaction in the past two years. It said that the number of male internet users are more
than female users in both rural and urban areas.
 b) Age:
Younger males and women aged 35-44 emerge as power users

India males aged between “15-24” are major users among Males and in females 35-44

are major users of internet. Age wise distributions are given below.

c) Online Behaviour of Indian Internet Users

Trends in online behaviour are changed a lot, social networking is leading now. Early people
will use internet to access email and for searching information. But now people like to be
social, they are interested in sharing their life with others. 25% of the population are doing
social networking in India followed by 23% in services. Services include emailing and instant
messaging.
 d) Mobile Internet Users

Internet penetration in India is driven largely by mobile phones, with some of the cheapest
and most basic hand-sets today offering access to the internet. According to IMAI, India has
110 million mobile internet users of which 25 million are in rural India. The growth of
internet penetration in rural India is driven largely by the mobile phone; 70% of rural India's
active internet population access the web via mobile phones. This may have to do with the
difficulty in accessing PCs. Forty-two percent of rural India's internet users prefer using the
internet in local languages. The high prevalence of content in English is a hurdle for much of
rural India.
Research report of InMobi showing the behaviour mobile user in internet, 21% of their total
consumption is for Entertainment and Social Media, which followed by Games, General
Information Search and Email.

e) Social Networking

Social Networks capture the largest percentage of consumers’ time in the region. comScore
data’s showing 86% of the Indian web user visit a social networking site. Facebook continues
to be the number one social network with a 28% increase in traffic and a reach of 86%.
Average time spend by a Indian user on facebook is 217 minutes.
 f) Media Consumption of Indian’s
On an average Indian consumers are spending 6.10 hours in media per day. In traditional
media Indian audience spend only 195 min or 3.15 hours. If we see the breakup it will be
86min in television, 37 min in newspaper and 30 min in radio. Remaining 4.55 hours or 214
min in new media or digital media. Break up of new media will be like 102 min in mobile,
79min in online and 33 min in tablets.
 Chapter- 6
Findings/ Observations
 1) How do you get information about new Products?
Other Sources 7%
News 13%
Advertisements 40%
Family 10%
Friends 30%

2) Do you Collect information before purchasing the products?

5%

Yes
No

95%

3) What type of information will you collect?

Customer's
21%
Experience
Quantity 11%
Attributes 10%
Quality 32%
Price 26%

4) Did you ever purchase from an online site?

19%
Yes
No
81%
5) If yes, then what type of product / services did you purchase
online?
Electronic 22%
Books 11%
Travel products 17%
Fashion accessories 19%
Kichen an home items 2%
Toys 2%
Sport equipments 11%
Gifts 13%
Automotives 3%

6) Do you watch television?

7%

YES
NO

93%

7) Do you watch television programs through online?

47% Yes
53% No

8) Do you read Newspapers?

7%

YES
NO

93%

9) Do you read the News through online?

26%

YES
No

74%
 FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
 Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have high
affinity to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates very
early; they don’t need to wait for daily newspapers.
Chapter- 7
Conclusion
 CONCLUSION

The successful completion of this project 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.

I conclude my research by quoting again that “Brands can’t sustain without digital
presence”.
Annexure
Questionnaire :
Understand Consumer Buying Behaviour of Indians
This questionnaire will be used to understand the consumer buying behaviour of Indians.

Name:

(a) Gender:

 Male
 Female
(b). Age group:
 18-20
 21-23
 24-26
1) How do you get information about products?

 Friends
 Family
 Advertisements
 News
Other sources

2) Do you collect the information before purchasing the product?

 Yes
 No

3) What type of information will you collect?

 Price
 Quality
 Attributes
 Quantity
 Customer's Experience

4) Did you ever purchase from an online site?

 Yes
 No

5) If yes, then what type of product/ service did you purchase online?
 Apparels
  Electronic
 Books
 Travel Products
 Fashion accessories  
 Kitchen and Home items 
 Toys
 Sports equipments 
 Health and Beauty Products
 Gifts
 Automotive 

6) Do you watch television?

 Yes
 No

7) Do you watch television programs through online?

 Yes
 No

8) Do you read newspaper?

 Yes
 No

9) Do you read News through online?

 Yes
 No
Bibliography
 REFERENCES

RICHARD,F.T.,1996.A Definition of Advertising.[online] Available from:

http://public.wsu.edu/~taflinge/addefine.html
MSG,2003. Advertising Agencies Meaning, its Role and Types of Agencies. [online]
Available from: http://managementstudyguide.com/advertising-agencies.htm

WIKIPEIDA,2017.Digital Marketing.[online] Available from:

http://en.wikipedia.org/wiki/Digital_marketing

IAMAI report, 2013. DIGITAL ADVERTISING IN INDIA. [online] available from:

http://www.slideshare.net/TheHWD/digital-advertising-in-india-statistics-trends-2013
[Accessed on 14 March 2017]