A STUDY ON ROLE OF PRODUCT DEVELOPMENT AND DIGITAL

MARKETING IN IT SERVICES

Submitted in the partial fulfillment of the requirements

for the award of the degree in

MASTER OF BUSINESS ADMINISTRATION

INTERNSHIP REPORT
By
KARTHICK. S

(Reg No : 225012101047)

Under the guidance

of
Dr.M. RADHIKAA SHREE

FACULTY OF MANAGEMENT
STUDIES
Dr. M.G.R.
Educational and Research Institute (Deemed
to be university)

Maduravoyal, Chennai-600 095

(An ISO 9001-2008 certified Institution)
University with Special Autonomy Status

May 2023

1
 DECLARATION

I KARTHICK. S (Reg. No) 225012101047 II year MBA student of Dr. M.G.R. Educational and

Research Institute, Maduravoyal, Chennai, hereby declare that the Internship Report entitled Digital

Marketing ecommerce is done by me under the guidance of Dr.M. RADHIKAA SHREE submitted

in partial fulfilment of the requirements for the award of the degree in MASTER OF BUSINESS

ADMINISTRATION.

DATE:

PLACE: SIGNATURE OF THE CANDIDATE

ii
 Dr. M.G.R.
Educational and Research Institute
(Deemed to be university)
Maduravoyal, Chennai-600 095
(An ISO 9001-2008 certified Institution)

FACULTY OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of Mr. DIVAKAR ( Reg. No
225012101030 ) who carried out the project entitled “A STUDY ON DIGITAL

MARKETING IN IT SERVICES ” under our supervision from 27.09. 2023 to

27.10.2023

Internal Guide Head of the Department

Submitted for Viva Voce Examination held on _________

iii
 ACKNOWLEDGEMENT

To acknowledge here, all those who have been a helping hand in completing this project, shall
be an endeavor in itself

I extremely thankful to our Chancellor Thiru A.C.SHANMUGAM,B.A., B.L., our President

Er. A.C.S. ARUN KUMAR, B.E. I express my sincere thanks to our Secretary Thiru A.
RAVIKUMAR and our Vice Chancellor DR.S.GEETHALAKSHMI, I would like to take the
opportunity to express my profound gratitude to Dr. G BRINDHA, Professor & head, and my project
guide, Faculty of Management Studies, for her kind permission to undergo project work successfully.

I thank Dr.M. RADHIKAA SHREE guiding me to execute my final year project. I also thank all
faculties and batch mates in Faculty of Management Studies, for their support and guidance
throughout the course of final year project.

I owe my wholehearted thanks and appreciation to entire staff of the company for their cooperation
and assistance during the project.

Name of the student

KARTHICK. S

iv
 S.No CONTENTS PAGE NO

DECLARATION

BONAFIDE CERTIFICATE

ACKNOWLEDGEMENT

1 Introduction of the concept of summer project

2 Industry Profile

3 Company Profile

4 Hierarchy of the company

5 Activities of the Company

6 Observations in the Company

7 Summarizing the experience

8 Findings and suggestions during Internship work

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 1 INTRODUCTION OF CONCEPT OF STUDY :

Digital marketing is the marketing of products or services using digital technologies on

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the Internet, through mobile phone Apps, display advertising, and any other digital mediums.

Digital marketing channels are systems based on the Internet that can create, accelerate, and

transmit product value from producer to a consumer terminal, through digital networks.

The development of digital marketing, during the 1990s and 2000s, changed the way

brands and businesses use technology for marketing. As digital platforms became increasingly

incorporated into marketing plans and everyday life, and as people increasingly use digital

devices instead of visiting physical shops, digital marketing campaigns have become prevalent,

employing combinations of search engine optimization (SEO), search engine marketing (SEM),

content marketing, influencer marketing, content automation, campaign marketing, data-driven

marketing, e-commerce marketing, social media marketing, social media optimization, e-mail

direct marketing, display advertising, e–books, and optical disks and games have become

commonplace. Digital marketing extends to non-Internet channels that provide digital media,

such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.

The extension to non-Internet channels differentiates digital marketing from online marketing.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise their products or

services on print media, radio and television commercials, business cards, bill boards, and in

many other similar ways where Internet or social media websites were not employed for

advertising. Traditional marketing policies had limited customer reachability and scope of

driving customers’ buying behavior.

Digital marketing is a way to promote brands and products online and through

other digital channels. .... In addition to their website, a company might also use PPC and display

Ads, email marketing, mobile technology like smartphones, social media, and other mediums to

attract and engage their target consumers.

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 1:1.2 OBJECTIVES OF STUDY

PRIMARY OBJECTIVES :

“A STUDY ON DIGITAL MARKETING” in IT Services

Digital Marketing Objectives:

1. Increase brand awareness: Enhance online visibility and recognition through targeted
digital marketing strategies.

2. Generate leads: Drive potential customers to engage with your brand and express
interest in your products or services.

3. Boost website traffic: Increase the number of visitors to your website through effective
digital channels.

4. Improve conversion rates: Optimize the user journey to convert website visitors into
customers, subscribers, or leads.

5. Enhance customer engagement: Foster meaningful interactions with your audience

through social media, email, and other digital platforms.

6. Build customer loyalty: Develop strategies to retain existing customers and encourage
repeat business.

7. Increase online sales: Drive revenue growth by maximizing sales opportunities through
digital channels.

1:1.3 SCOPE OF THE STUDY

Scope of Digital Marketing :

1. **Global Reach:** Digital marketing provides a platform for businesses to reach a global audience,
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breaking down geographical barriers and enabling the promotion of products or services to diverse
markets.

2. **Targeted Advertising:** Digital marketing allows for precise targeting of specific demographics,
interests, and behaviors, ensuring that marketing efforts are directed toward the most relevant
audience, increasing the likelihood of engagement and conversions.

3. **Real-time Analytics:** The ability to track and analyze campaign performance in real-time is a
crucial aspect of digital marketing. This enables marketers to adapt strategies promptly, optimize
campaigns, and make data-driven decisions for better outcomes.

4. **Cost-Effectiveness:** Compared to traditional marketing methods, digital marketing often offers

a more cost-effective approach. Businesses can allocate budgets strategically, target specific
audiences, and measure the return on investment (ROI) more accurately, maximizing the efficiency of
marketing spend.

1:1.4 Limitations of Digital Marketing:

1.Skill and Knowledge Requirements: Successful digital marketing requires a deep

understanding of various platforms and tools, and staying updated with
the rapidly evolving digital landscape can be demanding.

2. Limited Audience Reach: While digital marketing has a global

reach, it may not be effective for businesses targeting specific local or
niche markets that are not actively engaged online.

3. Short Attention Spans: Online users often have short attention

spans, making it challenging to convey complex messages or capture
their interest effectively.

4. Dependency on Internet Connectivity: Digital marketing is

contingent on internet access, excluding potential customers in areas with
limited or no connectivity.

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2 INDUSTRY PROFILE

1. Digital Marketing Platforms:

1. Google Ads: Allows businesses to display ads on Google’s search

engine and partner sites, reaching a broad audience through search and display
advertising.

2. Facebook Business Manager: Enables businesses to create and manage

ads on Facebook and Instagram, targeting specific demographics and interests.

3. Instagram for Business: Focused on visual content, Instagram is ideal

for businesses with visually appealing products or services.

4. Twitter Ads: Businesses can promote tweets, trends, and accounts to

increase their visibility on Twitter.

5. LinkedIn Ads: Geared toward B2B marketing, LinkedIn allows

businesses to target professionals based on job titles, industries, and more.

6. YouTube Ads: Businesses can run video ads on YouTube to reach a

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 vast audience, either before or during video content.

7. Email Marketing Platforms (e.g., Mailchimp, Constant Contact):

Facilitate the creation and distribution of email campaigns, helping businesses
stay connected with their audience.

8. SEO Tools (e.g., SEMrush, Moz): Assist in optimizing website content

for search engines, improving organic search rankings.

9. Content Management Systems (e.g., WordPress): Essential for

creating and managing digital content on websites or blogs.

10. Analytics Platforms (e.g., Google Analytics): Provide insights into

user behavior, website traffic, and campaign performance, helping businesses
refine their strategies.

11. E-commerce Platforms (e.g., Shopify, WooCommerce): Support

online selling by providing tools for setting up and managing online stores.

12. Customer Relationship Management (CRM) Systems (e.g.,

Salesforce, HubSpot): Help businesses manage customer interactions, track
leads, and streamline sales processes.

3 COMPANY PROFILE

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Madras Creatives LLP was incorporated in 2020 by The Founder’s & MD’s Mr. S Kannadhasan
(Partner - Business Head) And Mr. N Vigneshwara Rao (Partner - Creative Head)

They are providing a Branding and Marketing solution & full-service digital agency that specializes in
delivering digital marketing, design, and development solutions And Branding

Services providing
 DIGITAL MARKETING
 BRAND STRATEGY
 LOGO MARKS
 DESIGN SYSTEMS
 BRAND IDENTITY
 BRAND ARCHITECTURE
 NAMING & VERBAL IDENTITY
 LAUNCH & BRAND CAMPAIGNS

DELIGHTING OUR CLIENTS IS OUR MISSION.

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VISSION & MISSION

Vision:
"To envision the future of digital marketing as a dynamic force that empowers
businesses to connect meaningfully with their audiences. We
aspire to lead with innovation, creativity, and a client-focused
approach, shaping a landscape where every digital interaction
is an opportunity for growth, impact, and lasting success."
Mission:
"At Madras Creatives LLP , our mission is to empower individuals and businesses
by providing a platform that transcends traditional retail boundaries. Customer
Satisfaction, Innovation , Accessibility ,Sustainability , Community Building ,
Partnership, Continuous Improvement, Ethical Practices.

Through our vision and mission, we strive to transform the way people shop online,

making it an enriching and fulfilling experience that extends beyond transactions. Our

commitment is to be a catalyst for positive change in the e-commerce landscape, setting

new benchmarks for excellence, responsibility, and customer-centricity."

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4. HIERARCHY OF THE COMPANY

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 5 ACTIVITIES OF THE COMPANY

MADRAS CREATIVES LLP is a full-service digital agency that

specializes in delivering digital marketing, design, and development solutions based in Chennai.
From brand strategy and user experience to development and marketing, our team of
professionals has helped ideas turn into an actual business. We are passionate about creating
impactful digital experiences. Our results-based approach and exceptional service quality have
helped us gain the confidence of our customers.

. Here are some key activities: :

1. Market Research:
• Conducting thorough research to understand market trends, consumer
behavior, and competitors in both digital marketing and branding.
2. Brand Strategy Development:
• Crafting a comprehensive brand strategy that defines the brand’s identity,
positioning, and key messaging.
3. Digital Marketing Strategy:
• Developing and executing digital marketing strategies encompassing SEO,
SEM, social media, content marketing, and online advertising aligned with the brand
strategy.
4. Content Creation:
• Creating engaging and cohesive content that reflects the brand’s values
across various digital platforms.
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 5. Website Optimization:
• Optimizing websites for search engines (SEO) and ensuring a seamless
user experience to reinforce the brand image.
6. Social Media Management:
• Managing social media platforms to build brand presence, engage with the
audience, and convey the brand’s personality.
7. Online Advertising Campaigns:
• Planning and executing online advertising campaigns to increase brand
visibility and drive targeted traffic.
8. Brand Visual Identity:
• Developing and maintaining a consistent visual identity, including logos,
color schemes, and design elements.
9. Email Marketing:
• Implementing email marketing campaigns to nurture leads, strengthen
brand loyalty, and communicate with the audience.
10. Customer Engagement:
• Implementing strategies to actively engage customers, gather feedback,
and foster brand loyalty.
11. Brand Monitoring:
• Utilizing tools to monitor brand mentions and sentiment across digital
platforms and addressing any issues promptly.
12. Customer Support:
- Providing effective customer support is crucial for addressing queries, handling returns, and
ensuring overall customer satisfaction. This can involve online chat support, email
communication, and helplines.

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6 OBSERVATION

In MADRAS CREATIVES LLP digital marketing, it’s like putting puzzle pieces together to
make a strong brand. They use tools that show how things are going in real-time and adjust
their plans quickly. They’re big on making messages personal for different groups of people.
Websites and stuff look good on phones, and pictures and videos are a big deal. Social media
isn’t just for ads; it’s where people and brands chat. They’re always trying new things and
making sure their websites show up when you search online. It’s like a mix of tech,
creativity, and making sure customers are happy. They’re always learning and trying to be
the best online.

MADRAS CREATIVES LLP heavily rely on digital marketing strategies to attract and retain
customers. This includes online advertising, search engine optimization (SEO), social media
marketing, and email campaigns. Efficient logistics and order fulfillment are crucial for e-commerce.
Companies often manage their own distribution centers or partner with third-party logistics providers
to ensure timely and accurate delivery of products to customers .They also providing effective
customer support is crucial for addressing queries, handling returns, and ensuring overall customer
satisfaction. This can involve online chat support, email communication, and helplines.

xvii
7 SUMARIZING
THE
EXPERIENCE

xviii
 7 SUMMARY OF THE PROJECT

MADRAS CREATIVES LLP is a Startup Digital Marketing and Branding Company which
successfully running for past 3 Years by Founder’s & Head’s Mr. S Kannadhasan and Mr. N
Vigneshwara Rao who established the company and working for the development of the company .
T hey gave a space to employees to speak . They welcoming a new ideas from the employees of the
company .
 They provided different tasks for each and every day during the
period of internship program that helps me to learn new things and it helps to develop
the workspace knowledge for every individual

 During my internship as an MBA student at MADRAS

CREATIVES LLP, I played a vital role in the evaluation and optimization of the
company's Digital Marketing in It Service. This multifaceted project involved various
key responsibilities. Firstly, I conducted a compaign creation of the products Ad
groups through seller portals,, delving deep into its functionalities and seeking insights
from the IT team and Managing the returns of the product with a team this helps to
improve my knowledge with the a team work in an organization and also it helps to
understand of the business concept .

 Overall, my internship experience as an MBA student at the

MADRAS CREATIVES LLP was marked by a comprehensive and hands-on approach
to Digital marketing to Development evaluation and enhancement, aiming to drive
operational efficiency.

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 FINDINGS
&
SUGGESTION

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 FINDINGS DURING MY WORK

As a MBA students with my work knowledge of the company I founded that “They provide many
digital services to promote the band to the next level, and their digital marketing strategy is truly
knowledgeable. Moreover, they have numerous clients. They Teach me a growth of digital marketing
has been substantial in recent years, driven by increased internet penetration, the rise of social media,
and advancements in technology. Businesses are increasingly leveraging digital channels for
advertising, reaching a wider audience, and engaging with consumers. The flexibility, targeting
capabilities, and measurable results offered by digital marketing contribute to its continuous
expansion. As technology continues to evolve, the growth of digital marketing is likely to persist,
shaping the way companies connect with their target audiences.

SUGGESTIONS

I suggested to the company todevelop their company by followings

Create visually appealing website with easy navigation and a

seamless user experience. Ensure mobile responsiveness for customers browsing
on various devices.
Implement robust security measures to protect customer data
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and secure online transactions. Use SSL certificates, encryption, and comply with
industry standards for data protection.
Provide detailed and accurate product descriptions along with
high-quality images or videos. This helps customers make informed purchasing
decisions.
Utilize customer data and analytics to personalize the shopping
experience. Recommend products based on past purchases or browsing history to
enhance engagement.
Provide multiple payment gateways and options to
accommodate diverse customer preferences, including credit/debit cards, digital
wallets, and Buy Now, Pay Later services.
Offer various communication channels (live chat, email,
phone) for customer support. Ensure prompt responses to queries and concerns to
build trust and loyalty.
Stay updated with emerging technologies like AI, AR/VR, and
voice commerce to innovate and enhance the shopping experience.

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HEADING FONT SIZE: 14
Line Space : 1.5
Page Size : A4

Table and Chart Format

Table No 1.1
Inference
Chart No 1.1

nability of the business in a rapidly evolving market.

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