1.

INTRODUCTION OF THE PROJECT WORK:

2.1 SOCIAL MEDIA MARKETING

Social media marketing refers to the process of gaining traffic or attention through social
media sites. Social media itself is a catch-all term for sites that may provide radically
different social actions. For instance, Twitter is a social site designed to let people share short
messages or “updates” with others.
Social media is a medium and the medium is only a vehicle that amplifies social behaviour.
The medium is an instrument on communication, like a newspaper or a radio, so social media
would be a social instrument of communication.

Figure 3: Social Media Tools

Social media technologies (Twitter, Facebook, YouTube, Pinterest, LinkedIn) consistenly

changes all the time and your SMM strategy should NEVER start with the technology part
of it. The POST method is an excellent starting point for any SMM campaign.
 The POST method stands for “People, Objectives, Strategy, Technology”, and this method
helps to address the burning question of “should my company have a social media marketing
strategy?”

2.2 POST METHOD

 People: Do you know who your target audience is? What are their demographics and
interests?
 Objectives: What do you want to accomplish with your social media marketing
campaign?
 Strategy: How will things be different after you launch your social media marketing
campaign?
 Technology: What social media channels are you going to use?

Social media marketing programs usually centre on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting electronic
word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand or company
itself, this form of marketing results in earned media rather than paid media.

2.3 POPULAR SOCIAL MEDIA TOOLS AND PLATFORMS:

 Blogs: A platform for casual dialogue and discussions on a specific topic or opinion.
 Facebook: The world’s largest social network, with more than 1.55 billion monthly
active users (as of the third quarter of 2015). Users create a personal profile, add other
users as friends, and exchange messages, including status updates. Brands create pages
and Facebook users can “like” brands’ pages.
  Twitter: A social networking/micro-blogging platform that allows groups and
individuals to stay connected through the exchange of short status messages (140-
character limit).

 YouTube & Vimeo: Video hosting and watching website

Flickr: An image and video hosting website and online community. Photos can be shared on
Facebook and Twitter and other social networking sites.

 Instagram: A free photo and video sharing app that allows users to apply digital filters,
frames and special effects to their photos and then share them on a variety of social
networking sites.
 Snapchat: A mobile app that lets users send photos and videos to friends or to their
“story.” Snaps disappear after viewing or after 24 hours. Currently, we are not allowing
individual departments to have Snapchat accounts, but asking that they contribute to
the Tufts University account.
 LinkedIn Groups: A place where groups of professionals with similar areas of interest
can share information and participate in a conversation.

2.4 SOCIAL MEDIA MARKETING ADVANTAGES

If you’re trying to promote a business, social media can be a huge help. For one thing, your
current and potential customers are already there. Facebook alone has 1.13 billion daily active
users, and that’s only one of the many platforms you can use for advertising purposes.
2.4.1 Large Audiences

In addition to Facebook, Twitter has 313 million monthly active users, Instagram has 500
million, and Pinterest has about 110 million. Although you don’t need to utilize every single
platform, creating accounts on just one or two can give you exposure to millions of people
around the world.

2.4.2 Free to Create One of the biggest advantages of social media marketing is that it is entirely
free to start. None of the largest platforms have signup fees of any sort, so the only investment
you’ll need to make is in the form of time.That being said, there are paid advertising options on
most social media platforms. These can be a great tool for growing your following and reaching
more users, but are by no means mandatory for businesses.

2.4.3 Encourages Sharing

Perhaps the most unique advantage of social media is the ability to get help from your followers.
People love to share things with their networks, from photos and recipes to interesting articles
and hot deals. Unlike other forms of Internet marketing, like your site and paid advertisements,
content on social media is often shared. However wide your reach, your followers can share with
their followers, who then share with their followers, giving you a wider reach (with lower cost)
than a traditional marketing campaign.
2.4.4 Increases Brand Loyalty

In addition to increasing the reach of your brand, social media also allows you to increase brand
loyalty. And a study conducted by The Social Habit shows that 53% of Americans who follow
brands on social media are more likely to remain loyal to those brands.

Social media is more than a sales pitch. Instead, it facilitates two-way communication that allows
you to build meaningful relationships with current and potential customers. This makes them
more confident in their decision to trust your business, and it encourages them to choose your
brand in the future.

2.4.5 Uncovers Valuable Insights

You can also use social media to gain valuable information about your customers that will help
you make smarter business decisions. For example, social listening allows you to discover how
People feel about your company and brand. With social listening, you can uncover conversations
about your business and answer questions about your offerings.

What do people like about your business? How can you improve your products and services to
better meet the needs of your target audience? Understanding the answers to these questions can
your business stand out from the competition and reach more people.

2.5 SOCIAL MEDIA MARKETING DISADVANTAGES

Of course, social media marketing isn’t without its flaws. Just as quickly as users can share your
content on social media, they can choose to share an unflattering story about you or your
business.
2.5.1 Negative Feedback

Social media users have free rein to post whatever they want. This means that satisfied customers
can leave glowing reviews on your pages, but it also means that unhappy ones can leave angry
rants about your business.

Some of this negative feedback could come from within your own organization. Disgruntled
employees have been known to vent on social media about work and their bosses, which makes
the entire company look bad.

2.5.2 Potential for Embarrassment

It’s easy to get caught up in social media and post whatever comes to mind, which can have huge
consequences for any business.

Take, for example, when DiGiorno Pizza noticed that “#Why I Stayed” was trending on Twitter,
and jumped on board with a tweet that read “#Why I Stayed You had pizza.” This doesn’t sound
Awful until you consider that the hashtag was being used to discuss why victims of domestic
violence stay in abusive relationships.

For companies with a large audience, mistakes like this don’t go unnoticed. Thanks to social
media users’ quick reactions and tendency to share, the tweet was all over major media outlets
within hours.

2.5.3 Time Intensive

It takes a lot of time and effort to maintain an interactive social media presence. If you have a
small team or limited resources, it is sometimes difficult to devote the needed resources to
social media.
People have to monitor each social network, respond to questions and feedback, and post
valuable updates. While some people may view this as a drawback, investing time into social
media can help your business create lasting relationships with customers that will keep them
coming back for years to come.

INDUSTRY PROFILE

1.3 COMPANY

ArthaYantra is online financial advisor who helps you identify and prioritize your goals,
saves more money for you, plans before you buy, build portfolios that outperform. Name
ArthaYantra is inspired from the famous historical book Arthashastra, written by the great
Indian philosopher Kautilya over 2,000 years ago. In Sanskrit Artha means wealth and
Yantra means an instrument. ArthaYantra means an Instrument that enables the creation of
wealth and all-round prosperity. ArthaYantra’s holistic advice covers all aspects of
Personal finance like Expense Management, Emergency and insurance Advice, Investment
Advice, Tax Advice, Financial Goal Advice, Loan Advice.
ArthaYantra was started by Nitin Vyakaranam, an ISB
alumnus, who also holds an electrical engineering degree from Northern Illinois has over
13 years working experience.
Across banking, PE and three start-ups. He is also the founding
trustee at the ISB Endowment Fund. Being in the financial space for long, when Nitin
started up ArthaYantra in 2006, being in the financial space was the obvious choice.
ArthaYantra has a product Tax Mantra that is useful in for tax filing. After being in the
market for a couple of years Tax Mantra now has a revamped avatar – Arthos.
1.3.1 Corporate Office
ARTHAYANTRA CORPORATION PVT LTD
Corporate and Registered office: 3rd Floor, Sai Galleria, Plot No. 472, Road No.36, Jubilee
Hills, Hyderabad, India 500033.

1.3.2 Company Turnover

Company turnover is a numeric value representing total sales. It is essentially the value of
sales that company make in a set period. It is generally measured over a year's period,
whether that's the calendar year, tax year or fiscal year. Business turnover is one of many
ways to analyze the quality and efficiency of a business, and provides a nice retrospective
look at the revenue for a specific time period. Turnover is another term used for what is more
commonly known as gross income or total income received. ArthaYantra Turnover is around
50 Million.

1.4 INDUSTRY
Company turnover is a numeric value representing total sales. It is essentially the value of
sales that company make in a set period. It is generally measured over a year's period,
Whether that's the calendar year, tax year or fiscal year. Business turnover is one of many
ways to analyze the quality and efficiency of a business, and provides a nice retrospective
look at the revenue for a specific time period. Turnover is another term used for what is
more commonly known as gross income or total income received. ArthaYantra Turnover
Is around 50 Million.
1.4.1 Porters Five Forces

Porters Five Forces

Threat of New Entrants

It is medium because regulations and governing industry is barrier to entrants.

Threat of Substitutes
It is low because traditional financial planning is reserved for HNI’s only.
Bargaining Power of Buyers.
It is low because no of robot advisory services in India is very low and we have very large
no of customers.
Bargaining Power of Suppliers.
It is Medium because of multiple AMC’s in market and availability of capital to acquire
company
 Industry Rivalry
It is low because of very few robot advisory services and complex technology.

OBJECTIVE OF THE PROJECT:

3.1 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 an 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.

3.2 FACEBOOK MARKETING

Facebook is the world's most popular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform -- and you
should be too!

In fact, people are 51% more likely to make a purchase after "liking" a brand on Facebook. Face
book marketing requires a good intellects and unique thinking to make the campaign effective.
3.2.1 So What We Have Today!!!!

Figure 4: What We Have Today

In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.

3.2.2 Thumb Rules:

 Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it more
attractive
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for
 Analyze what works, and what doesn’t work: Face book Insight. Edge Rank. Social
bakers
3.3 TWITTER MARKETING
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same
time. Whether you’re looking to drive sales, increase brand awareness or launch a product.

Twitter marketing is not much popular than face book but still it has an impact on audience

Figure 5: Twitter Marketing

The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.

3.3.1 Hashtag
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.
3.3.2 Mention
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username
of whomever you want to mention in your Tweet, and it will appear in the Mentions section
(in the Connect tab). All @username mentions are clickable and link back to the mentioned
individual’s profile.

3.3.3 Reply
You can respond to a Tweet by hitting the reply button. When you reply, your response is
public, and will show up in your home timeline and the timeline of the person to whom you
are responding. The reply will also be visible in the home timelines of people who follow
both you and the person to whom you sent the reply. Meaning, someone not in the
Conversation has to follow both of the people replying to be able to read both sides of the
conversation.

3.3.4 Retweet
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the
original message to all of your followers.

3.3.5 Links
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box
and it will automatically be shortened to 19 characters. This makes it easier to fit long URLs
into the 140-character limit.

3.3.6 Favourite
You can favorite the tweet for future reference. This is just like an archiving something that’s
really interesting to you.
3.3.7 DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and receiver
should be following each other.

3.3.8 Thumb Rules:

 Remember, you just have 140 characters to play around. Compose your message within
120 characters or less and leave atleast20 characters so that others can re-tweet (RT).
 Utilization of # hash tags Tweets with hash tags get twice the engagement of those
Create a list of #Hash tags relevant to your brand Build a campaign around those #Hash
tags and invite followers to re-tweet.

 Posts with images have double the engagement of those without even though users can’t
see them until they click on them. It creates an interest among the audience.

3.4 LINKEDIN MARKETING

LinkedIn is the world's largest social network for professionals. With over 161 million
registered users in more than 200 countries, more than two million companies have created
LinkedIn Company Pages to vie for their attention. If you are in B2B business this platform
is very useful for you to connect with company’s directors and marketing person.

3.5 PINTEREST MARKETING

It is a visual discovery social network. It is a way of sharing images of anything, from fashion
to pets to pot plants. You can create your own online pin boards to suits any theme and share
with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users
are female and aged between 25 and 44. So if you are targeting women Pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hit wise.
 Pin Interest Marketing

3.5.1 How Brands Use Pinterest

Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scenes,
preliminary sketches for products etc.

3.6 INSTAGRAM MARKETING

Instagram, the new revolutionary photo-sharing program, making it easier ever to share your
best pictures with the world. The social media program allows you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instagram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once.
 Instagram Marketing

3.7 GOOGLE + MARKETING

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

3.8 YOU TUBE MARKETING

YouTube is a video Social Networking site, and the 2nd most popular search site on the
Internet after Google, who owns YouTube. YouTube video watching is a significant activity
on the Internet, with over 1 billion visits to You Tube daily and over 100 million videos
Watched daily. And it's easy for anyone who sees your video to rate it and share it with his
Social Network.
 YouTube Marketing

3.9 COMPARISON OF TRADITIONAL ADVERTISING WITH SOCIAL MEDIA

ADVERTISING
Traditional advertising media includes print media, radio and visual media. In fact, only the
print media was considered to be traditional media but in this context of discussing the impact
of social media advertising and its comparison with other media advertisements, all other
existing media except the social media is considered as traditional media, at least for the sake
of this report. Though social media is gaining importance and acceptance, 45% of
advertisement revenue is still paid for advertisements in the print media Hampel (2012). This
figure can be debated to be a result of the inexpensive social media advertisements as
mentioned earlier. Though the investment for advertising in social media is very less, the
mass appeal is much higher and hence more returns can be expected. Hampel (2012)
identifies that “consumers are becoming increasingly resistant to traditional advertising”
(Pieter’s and Wedel, 2007). Precise targeting of consumers is not possible in mass media
such as print and television. Whereas by using the Internet as a source of advertisements,
people who are interested in a particular product can be drawn towards the company more
easily. As mentioned before, this is called as a pull strategy as opposed to a push strategy.
Even within the traditional media of advertising, premium print advertisements which are far
more expensive than normal advertisements are being widely used. “More prestigious
perception of an advertising stimulus converges with the advertised brand, thereby leading
premium-print advertisements to be perceived more prestigiously” (Hampel, 2012).

According to Hill & Moran (2012) the interactive nature of

social media is the factor which draws a large number of people towards it as compared to
the traditional media such as TV, radio and print media. Social media is more customizable
as compared to traditional media. In social media, it is easy to find what a consumer needs.
Contrastingly, in case of traditional media, the consumer is forced to enjoy whatever is
broadcasted by someone else. Social media makes it easier to search for relevant information
thereby cutting down the time, energy and money required to search for it. Above all man
being a social animal is on the constant outlook towards interacting with other people around
him. Traditional media does not give an opportunity for this whereas social media was
actually built for this purpose in the first place. Though there are some downsides to social
media marketing such as privacy concern, legal concern and over exposure towards public,
these limitations can be overcome if social media is used promptly, wisely and effectively.
Thus, social media is by any chance better than traditional media in terms of expense, wider
appeal and lesser indirect costs.

2. PROJECT OR WORK AREA OUTCOMES

It is clear from the literature review that usage of social media for marketing has been
embraced by businesses of all kinds. It is proved that business to business marketing and
business to consumer marketing is possible and highly effective through the usage of social
media especially Facebook, Twitter and LinkedIn. The next part of the report concentrates
On how social media presence can be increased for business firms and how is it better than
or worse than traditional advertising techniques. It also focusses on how social media usage
can enhance small businesses. Merely implementation of social media may not be useful for
businesses but there should be a way to measure the impact of using social media for
marketing. Thus, discussion on how to measure the return on investment in social media will
Also be covered. In addition to this the general thumb rules of using social media sites for
marketing will be discussed.

4.1 IMPLEMENTATION OF SOCIAL MEDIA MARKETING

Usage of social media helps to create a feeling for the customers that they have a direct and
immediate access to the company (Rodriguez et al, 2012). It is more of a pull strategy rather
than a push strategy for business development as proposed by Lager (2009). An important
aspect of social media marketing is that the results of social media marketing will be known
only after some time of implementation. Merely setting up a page on any social networking
site such as Facebook, Twitter or LinkedIn is not enough to generate sales. The most
important part of implementation is that it should regularly and frequently be updated.
Twitter in particular which is more of real time status updates, requires frequent updating
and feedback to queries. At the same time, too many posts should not be posted since it will
damage the reputation of the brand and over populate the customer home page. There are
different tactics for implementing pages on different social media sites as follows:

4.1.1 IMPLEMENTING FACEBOOK

There are several things to keep in mind before plunging into the world of Facebook
marketing. Facebook is not the ideal place for marketing all kinds of businesses. A firm’s
objectives should be laid down and it should completely match with the Facebook marketing
style (Maxwell 2012). This means that Facebook marketing should completely fit with the
brand being marketed. Keeping in mind the fact that average age of people using Facebook
rose from 33 to 38 in 2011 (Maxwell 2012), a brand which caters to audience in their late
thirties can easily be marketed using Facebook. Once the brand is recognized to be good
enough for Facebook marketing, the next hurdle is to urge people to ‘like’ your page. For
this interactive and interesting content should be shared on a regular basis. The next step is
to engage the people who have liked your page by providing them unique deals through
Facebook. Having done this, integrating the company official website, other social media
pages such as Twitter and LinkedIn pages with the company’s official Facebook page is the
next important thing. These icons must be placed promptly, in a place which is visible to all
visitors easily and there should be easy navigation between these pages.
Status updates, videos, photos, creative games and so on must
be updated at steady pace of intervals so that viewers never think that the company’s page is
not maintained well. On the other hand, do not overload the customers with too many posts.
One post everyday will be most rewarding as people won’t get bored seeing the firm’s page.
There should be someone responsible for keeping the page live and active throughout the
year, every year. There are various methods for this. The easiest is to delegate the work for
the marketing department. But another solution to decrease workload and to increase
creativity of the posts is to circulate the responsibility of posting with the various departments
such as HR, Finance and accounts department. This can be done since Facebook is very
popular and does not require any technical expertise to update posts. Another method is
outsourcing and there are many companies which outsource social media marketing.
Collecting feedback from the customers and implementing them in the business is very
important since they are invaluable suggestions from people who want your brand to grow.
A legal media policy for data protection should also be implemented so that the company’s
legal side is also taken care of.

4.1.2 IMPLEMENTING TWITTER

As opposed to Facebook, Twitter requires more real-time tweets and hence it is more
demanding. There should be a person in charge of ‘tweeting’ the relevant information at the
right time (Marketing Magazine, 2012). There are several points to be kept in mind while
tweeting:

 Consistently tweet at the peak hour of the day and respond to queries directly and
promptly. Do not tweet too many times in a day.
 Plan in advance regarding what to post and when to post. Keep the posts short and
interesting.
 Sharing unique content on Twitter, Facebook, LinkedIn and the company’s website will
urge users to follow the company’s page on all the social media websites.
 Find people who are sharing information related with your business and engage them in
your social media marketing.
 It is important to keep in mind that in order to draw attention from Facebook or Twitter
users who are already busy, engaged and entertained, the company needs to post
something even more interesting which will increase the company’s sales revenue
indirectly
 The person who is designated to send tweets must know about the company well and
he/she must be very much aware of the business language of the firm. Either content
should be reviewed before posting or someone experienced should be given the task of
social media marketing.
 A specific amount of time at regular intervals like morning, midday and evening should
be spent for responding to twitter queries if any.
 Do not just promote the business but promote interesting content such as funny videos,
useful information and so on. All the content shared should have some relevance with
regard to the firm itself.
 Use simple language which can be understood by a common man. Take special care not
to include jargons in tweets.
 Maintain a positive attitude in the tweets and do not get too personal (Gunelius , 2011)
 Having studied how to implement a twitter page and a Facebook page, the next important
thing is to measure the outcome of these efforts. Hence calculating the return on investment
from social media is equally important.

4.2 MEASURING THE IMPACT OF SOCIAL MEDIA MARKETING

When a CFO of a firm looks at cutting down costs, the ones most
likely to get cut are the ones whose ROI is not known. Hence, investment on social media
marketing is likely to get cut and thereby the firm will suffer bad consequences. Thus, it is
very important to calculate the ROI for social media marketing. Follow the steps for the
same.
Track the initial numbers- revenue, average customer spending, website user traffic, new
customers and so on. Make a note of the expenses related to maintaining and updating the
social media page and track the amount of revenue generated from the social media.
Subtracting the expense from the revenue and dividing it with the initial investment will yield
the ROI. The challenge here is that the expense here will be a measure of time whereas the
revenue generated will be in pounds. This time can be converted to currency by multiplying
the time with the hourly wage and adding the computer and internet cost to it. After posting
regular updates on the page for a month or so, calculate the increased revenue (Price 2011).
Apart from this various tool are available to track users who visit a page on Facebook just
like Google Analytics is used to track people visiting a website. The tools available in the
market are as follows:
i. Facebook Insights: Gives data on customer interaction, ‘likes’ comments and so on in a
visually pleasing way which is easy to understand and analyses.
ii. Hoot Site: Consists of a web application and a mobile application which can be used by
novice users as well to interpret traffic on a webpage
iii. Nutshell mail: Gives reports on social media usage as an email which has details like
comments, ‘likes’ and so on for Facebook, Twitter and LinkedIn.
iv. Tweet Deck: Used to get a peripheral idea on who is using the company’s twitter page
and who is coming back.

Similarly, it is important to measure the impact of using Facebook for bank marketing. This
can be done by monitoring the change in visitors’ number when a promotion has been
Updated on its Facebook page and by measuring customer satisfaction levels from time to
time (Price, 2011). Since the implementation of social media and measuring the impact of
social media is done, the next question is whether social media marketing is viable for small
businesses and new start-ups. The next part of the report focuses on viability on social media
marketing for small businesses start-ups.
Report on the data / functioning of the department chosen for study
From this report, it can be concluded that social media presence is inevitable in the coming
years. Not only that social media is useful as a marketing tool, it has become the order of the
day to be present in social media. Therefore, this report recommends all kind of businesses-
small scale, large scale, business to business clients, business to consumer clients,
manufacturing industries and so on to be actively present in the social media. An important
fact to be kept in mind in this context is that most social networking sites have a cyclic
growth. It starts from minimum, attains a maximum and goes down to a minimum again.
Thus, this is the perfect time to invest time and resource in popular social media sites such
as Facebook, Twitter and LinkedIn. Owing to the relatively small amount of investment, it
is not a high-risk investment as the usage of social media will come to a minimum only
gradually.
In comparison with traditional advertisements, social media marketing caters to a more
focused group of people and thus can yield better results. This does not mean that companies
should stop using traditional media and start using online and social media alone for
advertisements. This may result in disastrous results. An important thing to be kept in mind
is that when we say one in every seven people are on Facebook, there can be millions of
duplicate accounts and almost half of the total number of accounts is not being accessed
 Every day. This limits the chances of meeting new prospects and thereby causes a hindrance
for generating new business leads. Also, still the remaining people of the world are relying
on traditional media which means that we can’t ignore them. Therefore, the best solution is
to combine both traditional and social media for marketing. This will bridge the gap between
those people who are active on social media sites and those who are still relying on traditional
media. Companies must be careful in selecting particular adverts for particular media. A
company which sells clothes may have to rely on social media for advertising their clothes
for people of the age group 15-50 whereas they still have to depend upon traditional
advertisements like TV, radio and print media for the rest of the age group population. Thus,
effective combination of social media adverts and traditional adverts will result in better
results.
The online presence of firms must be frequently updated and it must be linked with each
other and with the company website. It must be maintained well and only relevant posts must
be updated. Small businesses should embrace this wonderful technology and reap the
benefits of being on the social media for marketing.

LEARNING FROM THIS PROJECT

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