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INTRODUCTION TO
THE TOPIC

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 Social media marketing
Social media marketing programs usually centre on efforts to create content that attracts

attention and encourages readers to share it with their social networks. A corporate 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. Hence, this form of

marketing is driven by word-of-mouth, meaning it results in earned media rather than paid

media.

Social media has become a platform that is easily accessible to anyone with internet access.

Increased communication for organizations fosters brand awareness and often, improved

customer service. Additionally, social media serves as a relatively inexpensive platform for

organizations to implement marketing campaigns.

Social media marketing is the use of social media platforms and websites to promote a

product or service. Although the terms e-marketing and digital marketing are still dominant in

academia, social media marketing is becoming more popular for both practitioners and

researchers. Most social media platforms have built-in data analytics tools, which enable

companies to track the progress, success, and engagement of ad campaigns. Companies

address a range of stakeholders through social media marketing, including current and

potential customers, current and potential employees, journalists, bloggers, and the general

public. On a strategic level, social media marketing includes the management of a

marketing campaign, governance, setting the scope (e.g. more active or passive use) and the

establishment of a firm's desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to post

user- generated content (e.g., online comments, product reviews, etc.), also known as "earned

media," rather than use marketer-prepared advertising copy.

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Social media marketing tools:

Besides research tools, various companies provide specialized platforms and tools for social

media marketing:

 Social media measurement

 Social network aggregation

 Social bookmarking

 Social analytics

 Automation

 Social media

 Blog marketing

 Validation

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Different Methods of Social Media Marketing
Social network marketing is popularly called as Internet marketing. Today you can find many

ways for internet marketing. Many people who enter this online marketing are less worried

because of its guaranteed success. If you see in Internet totally all types of products has been

marketed online without much effort. Internet attracts many business people to promote their

business online. Social network marketing is grown to such a height that today many people

can't earn without it.

Some of the most recognized network marketing tools are Face book, My Space and

LinkedIn. Twitter became regular place for people who have newly entered the field of social

network marketing.

1. Blogging: When you start Blogging or posting your data about any product, you can

see less response from clients. Later it will become big business via blog. Websites and blogs

are most powerful tools for social network marketing when matched with other networking

tools. Blog is an amazing tool which provides many other facilities in addition to just

marketing your business. It also helps you to communicate with other clients in case if you

have any problems.

2. Personal website or blog: It is important to have private website if you are a

freelancer. Your website will help your clients to know about you and it will make them clear

that you are a serious freelance marketer and help to make huge revenue via online

marketing.

3. Article selling: It is also best and cheap internet marketing method. It is a mode of

advertising our trade just by writing articles and attracting endless number of users across

world. We usually sell our articles to different article database websites and article

directories. Today it provided free business to many advertisers and publishers and they are
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really benefited

through their articles.

4. Email sending: Electronic mail sending is the best way to marketing. Collect list

of email addresses through portfolio websites and email about your business to all internet

users. Your Email should be attractive in such a way that your recipient will be impressed to

get back to you.

5. Use social networking websites: Social networking websites like Twitter, face

book can be used to promote your sales. These provide best platform for all who are thinking

of online marketing.

6. Video promotion: Use several video distribution websites for your marketing.

These websites uploads your service to the whole world. All that you need to do is film a

video about marketing and send it to video uploading sites like You Tube. It seems it is the

easiest way of marketing than any other modes since many people will be interested in view

videos rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and increases

relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by

providing quality web content. It uses RSS feeds and many SEO techniques.

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Social networking websites and blogs:

Social networking websites allow individuals to interact with one another and build

relationships. When products or companies join those sites, people can interact with the

product or company. That interaction feels personal to users because of their previous

experiences with social networking site interaction

Social networking sites and blogs allow individual followers to ―retweet‖ or

―repost‖ comments made by the product being promoted. By repeating the message, all of

the user‘s connections are able to see the message, therefore reaching more people. Social

networking sites act as word of mouth. Because the information about the product is being

put out there and is getting repeated, more traffic is brought to the product/company.

Through social networking sites, products/companies can have conversations and interactions

with individual followers. This personal interaction can instil a feeling of loyalty into

followers and potential customers. Also, by choosing whom to follow on these sites, products

can reach a very narrow target audience.

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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 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.

Example-

2008 Presidential Election

The 2008 presidential campaign had a huge presence on social networking sites. Barack

Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate

his campaign. His social networking site profile pages were constantly being updated and

interacting with followers.

Kony 2012

A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This

29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive,

famous worldwide in order to have support for his arrest by December 2012; the time when

the campaign ends. The video went viral within the first six days after its launch, reaching

100 million views on both YouTube and Vimeo.

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Implications on traditional advertising:

Minimizing use

Traditional advertising techniques include print and television advertising. The Internet had

already overtaken television as the largest advertising market. Websites often include banner

or pop-up ads. Social networking sites don‘t always have ads. In exchange, products have

entire pages and are able to interact with users. Television commercials often end with a

spokesperson asking viewers to check out the product website for more information. Print ads

are also starting to include barcodes on them. These barcodes can be scanned by cell phones

and computers, sending viewers to the product website. Advertising is beginning to move

viewers from the traditional outlets to the electronic ones.

Leaks

Internet and social networking leaks are one of the issues facing traditional advertising. Video

and print ads are often leaked to the world via the Internet earlier than they are scheduled to

premiere. Social networking sites allow those leaks to go viral, and be seen by many users

more quickly. Time difference is also a problem facing traditional advertisers. When social

events occur and are broadcast on television, there is often a time delay between airings on

the east coast and west coast of the United States. Social networking sites have become a hub

of comment and interaction concerning the event. This allows individuals watching the event

on the west coast (time-delayed) to know the outcome before it airs.

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Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers.

However, organizations must protect their information as well as closely watch comments

and concerns on the social media they use. A flash poll done on 1225 IT executives from 33

countries revealed that social media mishaps caused organizations a combined $4.3 million in

damages in 2010.The top three social media incidents an organization faced during the

previous year included employees sharing too much information in public forums, loss or

exposure of confidential information, and increased exposure to litigation.

An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in

2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumour is they heard

our new spring collection is now available online at [Kenneth Cole's website]".This reference

to the 2011 Egyptian Revolution drew objection from the public.

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General Social Networking Statistics:
62% of adults worldwide now use social media

Social networking is most popular online activity, with 22% of time online spent on channels

like Facebook, Twitter and Pinterest

65% of the world‘s top companies have an active Twitter profile

90% of marketers use social media channels for business, with 93% of these rating social

tools as ―important‖

43% of marketers have noticed an improvement in sales due to social campaigns

72% of marketers who have worked in social media for three or more years said that they

saw a boost in turnover due to social channels (the longer you‘re working in it the better you

get)

91% of experienced social marketers see improved website traffic due to social media

campaigns and 79% are generating more quality leads.

The average time spent by marketers on social media is 1-5hrs per week for those just

getting started and 6+ hours per week for those with 3+ years of experience

The most popular social networking tool for marketing is Facebook – being used by 92%,

followed by Twitter (84%), LinkedIn (71%) and blogs (68%)

LinkedIn is 4X better for B2B lead generation than Facebook and Twitter

Only 10% of marketers are actively monitoring social media ROI Only 22% of businesses

have a dedicated social media manager 23% of Fortune 500 companies have a public-facing

corporate blog 58% of Fortune 500 companies have an active corporate Facebook account,

62% have an active corporate Twitter account 47% of customers are somewhat likely to

purchase from a brand that they follow or like.

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SWOT ANALYSIS: SOCIAL MEDIA

Strengths:

Large market reach or penetration and it‘s Very useful if you are setting up a digital

engagement strategy (to new people, young people).Social media builds a conversation and

converse with others and build close networking bonds which share quick information

exchange. It lets you follow and connect with people/groups that interest you – but are not

necessarily your friends (as with Facebook). Authors, celebrities, co-workers, colleges,

organizations etc. The campaigns are generally Cost-effective in the sense most of the

platforms are free. They just demand time, there is a Human factor: Your ―brand‖ becomes

more HUMAN. Media exposure can be another strength of this. WhileTwitter is in a strong

market position in micro- messaging. Facebook is the only real competitor here – and they

attract users for different reasons. It helps to Build strong, long term relationships through

online social networking, at a faster pace than just relying on traditional face-to-face

networking and Gets tons of publicity. The industry Has developers creating hundreds of

applications around its API. It is totally RSS- enabled.

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Weaknesses:

Tough to train or convince management team/group members on social media principles as

A lot of ―Why Bother‖ from most mainstream (i.e. Facebook users) people are there. The
industry has low retention rate. Only 40%.Lacks tools or resources to track and monitor
social media campaign results. There is concern about information leakage, liability, security,
and management also.

Effort vs results: Even if it is more measurable than other channels, it is difficult

(especially for small business operations) to balance the effort put on social media against the
results obtained

Consistency: Engaging with your audience at a direct level means more efforts in terms of
keeping a consistent message/ corporate image

Making up for mistakes: The time-frame to correct errors that affect your audience is
less. Because you are heavily exposed, your company has to take action more promptly than
if you weren‘t (especially if people are having conversations about your brand, you will have
to engage and clarify)

Blocked at many work sites: management sees it drops productivity; hurts bottom line

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Opportunities:

 Creating/joining online presence on sites where the company currently doesn‘t

exist, Great opportunity for individuals and organizations to connect and exchange

information. It opens a New target or niche markets that are untapped: students, the

public.

 Partnerships with other groups, organizations, schools, government, etc Penetration

into a new geographical market quickly

 Recruitment of interested new members, students, public support and allows you to

build short and long term relationships with prospects. It humanizes the ‗brand‘

and makes the recruitment process more personal.

 Can gain deep insights into real-time trends, news, and all of us; ―be the pulse of the

internet as said by Founder Biz Stone

 Integration into real-time games, media, and apps. We‘ve barely scratched the

surface so far on what‘s possible. Twitter as real time infrastructure.

 It may become the dominant way for businesses to communicate with their

customers as quick delivery, branding opportunities, and enhanced marketing

opportunities are there.

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  Developing a following/ audience those auto-nurtures itself: Your efforts in Social

media, together with the effort of your following may mean that your audience

becomes your best sales people

 Talent coming your way effortless: Because of the possibilities of exposure that

Social Media allows for, interacting here may mean that future talent (in the shape

of employees, partners or, you-name-it) will come your way through the power of

connecting online!

 Reach out to certain groups that traditional media didn‘t allow you to: Because

Social media is for everyone, sooner or later you‘ll come across people you never

thought of as your client. This opens the doors to building new relationships but also

to valuable feedback that can help you develop your products or services more

intelligently

Social networking websites

Social networking websites allow individuals, businesses and other organizations to interact with
one another and build relationships and communities online. When companies join these social
channels, consumers can interact with them directly. [3] That interaction can be more personal to
users than traditional methods of outbound marketing and advertising.[4] Social networking sites act
as word of mouth or more precisely, e-word of mouth. The Internet's ability to reach billions across
the globe has given online word of mouth a powerful voice and far reach. The ability to rapidly
change buying patterns and product or service acquisition and activity to a growing number of
consumers is defined as an influence network.[5] Social networking sites and blogs allow followers
to "retweet" or "repost" comments made by others about a product being promoted, which occurs
quite frequently on some social media sites. [6] By repeating the message, the user's connections are
able to see the message, therefore reaching more people. Because the information about the product
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is being put out there and is getting repeated, more traffic is brought to the product/company.[4]

Social networking websites are based on building virtual communities that allow consumers to

express their needs, wants and values, online. Social media marketing then connects these

consumers and audiences to businesses that share the same needs, wants, and values. Through social

networking sites, companies can keep in touch with individual followers. This personal interaction

can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to

follow on these sites, products can reach a very narrow target audience. [4] Social networking sites

also include much information about what products and services prospective clients might be

interested in. Through the use of new semantic analysis technologies, marketers can detect buying

signals, such as content shared by people and questions posted online. An understanding of buying

signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.

In 2014, over 80% of business executives identified social media as an integral part of their

business.[7] Business retailers have seen 133% increases in their revenues from social media

marketing.[8]

Some examples of popular social networking websites over the years

are Facebook, Instagram, Twitter, TikTok, MySpace, LinkedIn, and SnapChat.

Mobile phones

Social media apps on a smartphone

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More than three billion people in the world are active on the Internet. Over the years, the Internet

has continually gained more and more users, jumping from 738 million in 2000 all the way to 3.2

billion in 2015.[9] Roughly 81% of the current population in the United States has some type of

social media profile that they engage with frequently.[10] Mobile phone usage is beneficial for social

media marketing because of their web browsing capabilities which allow individuals immediate

access to social networking sites. Mobile phones have altered the path-to-purchase process by

allowing consumers to easily obtain pricing and product information in real time.[11] They have also

allowed companies to constantly remind and update their followers. Many companies are now

putting QR (Quick Response) codes along with products for individuals to access the company

website or online services with their smart phones. Retailers use QR codes to facilitate consumer

interaction with brands by linking the code to brand websites, promotions, product information, and

any other mobile-enabled content. In addition, Real-time bidding use in the mobile advertising

industry is high and rising due to its value for on-the-go web browsing. In 2012, Nexage, a provider

of real time bidding in mobile advertising reported a 37% increase in revenue each month. Adfonic,

another mobile advertisement publishing platform, reported an increase of 22 billion ad requests

that same year.[12]

Mobile devices have become increasingly popular, where 5.7 billion people are using them

worldwide.[13] This has played a role in the way consumers interact with media and has many further

implications for TV ratings, advertising, mobile commerce, and more. Mobile media

consumption such as mobile audio streaming or mobile video are on the rise – In the United States,

more than 100 million users are projected to access online video content via mobile device. Mobile

video revenue consists of pay-per-view downloads, advertising and subscriptions. As of 2013,

worldwide mobile phone Internet user penetration was 73.4%. In 2017, figures suggest that more

than 90% of Internet users will access online content through their phones.[14]

Strategies

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There are two basic strategies for using social media as a marketing tool:

Passive approach

Social media can be a useful source of market information and a way to hear customer perspectives.

Blogs, content communities, and forums are platforms where individuals share their reviews and

recommendations of brands, products, and services. Businesses are able to tap and analyze the

customer voices and feedback generated in social media for marketing purposes; [15] in this sense the

social media is a relatively inexpensive source of market intelligence which can be used by

marketers and managers to track and respond to consumer-identified problems and detect market

opportunities. For example, the Internet erupted with videos and pictures of iPhone 6 "bend test"

which showed that the coveted phone could be bent by hand pressure. The so-called "bend gate"

controversy[16] created confusion amongst customers who had waited months for the launch of the

latest rendition of the iPhone. However, Apple promptly issued a statement saying that the problem

was extremely rare and that the company had taken several steps to make the mobile device's case

stronger and robust. Unlike traditional market research methods such as surveys, focus groups, and

data mining which are time-consuming and costly, and which take weeks or even months to

analyze, marketers can use social media to obtain 'live' or "real time" information about consumer

behavior and viewpoints on a company's brand or products. This can be useful in the highly

dynamic, competitive, fast-paced and global marketplace of the 2010s.

Active approach

Social media can be used not only as public relations and direct marketing tools, but also as

communication channels targeting very specific audiences with social media influencers and social

media personalities as effective customer engagement tools.[15] This tactic is widely known

as influencer marketing. Influencer marketing allows brands the opportunity to reach their target

audience in a more genuine, authentic way via a special group of selected influencers advertising

their product or service. In fact, brands are set to spend up to $15 billion on influencer marketing by

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2022, per Business Insider Intelligence estimates, based on Mediakix data.[17]

Technologies predating social media, such as broadcast TV and newspapers can also provide

advertisers with a fairly targeted audience, given that an ad placed during a sports game broadcast

or in the sports section of a newspaper is likely to be read by sports fans. However, social media

websites can target niche markets even more precisely. Using digital tools such as Google AdSense,

advertisers can target their ads to very specific demographics, such as people who are interested

in social entrepreneurship, political activism associated with a particular political party, or video

gaming. Google AdSense does this by looking for keywords in social media user's online posts and

comments. It would be hard for a TV station or paper-based newspaper to provide ads that are this

targeted (though not impossible, as can be seen with "special issue" sections on niche issues, which

newspapers can use to sell targeted ads).

Social networks are, in many cases, viewed as a great tool for avoiding costly market research. They

are known for providing a short, fast, and direct way to reach an audience through a person who is

widely known. For example, an athlete who gets endorsed by a sporting goods company also brings

their support base of millions of people who are interested in what they do or how they play and

now they want to be a part of this athlete through their endorsements with that particular company.

At one point consumers would visit stores to view their products with famous athletes, but now you

can view a famous athlete's, such as Cristiano Ronaldo, latest apparel online with the click of a

button. He advertises them to you directly through his Twitter, Instagram, and Facebook accounts.

Facebook and LinkedIn are leading social media platforms where users can hyper-target their ads.

Hypertargeting not only uses public profile information but also information users submit but hide

from others.[18] There are several examples of firms initiating some form of online dialog with the

public to foster relations with customers. According to Constantinides, Lorenzo and Gómez Borja

(2008) "Business executives like Jonathan Swartz, President and CEO of Sun Microsystems, Steve

Jobs CEO of Apple Computers, and McDonald's Vice President Bob Langert post regularly in their
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CEO blogs, encouraging customers to interact and freely express their feelings, ideas, suggestions,

or remarks about their postings, the company or its products". [15] Using customer influencers (for

example popular bloggers) can be a very efficient and cost-effective method to launch new products

or services[19] Among the political leaders in office, Prime Minister Narendra Modi has the highest

number of followers at 40 million, and President Donald Trump ranks second with 25 million

followers.[20] Modi employed social media platforms to circumvent traditional media channels to

reach out to the young and urban population of India which is estimated to be 200 million.

Algorithms

Social media content that has been driven by algorithms has become an increasingly popular feature

in recent years.[21]

One social media platform that has used this ground-changing strategy is TikTok. TikTok has

become one of the fastest growing applications to date and currently has around 1.5 billion users,

mainly consisting of children and teenagers.[22] The algorithm used within this platform encourages

creativity among TikTok users because of the platform's wide range of effects and challenges that

change from day to day.[22] Because of this feature, content creators big or small have increased

chances of going viral by appearing on TikTok's "for you" page. The "for you" page algorithm

allows users to have videos recommended to them based on their previous watches, likes and

shares.

This can be extremely beneficial for small businesses who are using this platform as a means of

social media marketing. Although they may be starting off small, by following trends, using

hashtags, and much more, anyone can promote themselves on this emerging application to attract

new audiences from all around the world. Moreover, using algorithmically-driven content within

TikTok allows for a more positive response rate from users as the target audience tends to be young

users, who are more susceptible to these increasingly popular marketing communications. [23] With

this in mind, TikTok is filled with rich content that include images and videos which can

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beneficially aid influencer marketing over platforms that are heavily text-based as they are less

engaging for their audiences.[

When considering algorithms in respect to social media platforms, it is evident they can heavily

impact the outcomes of this marketing strategy. Since it is a new content feature, younger audiences

may respond more positively to it than others, but it is not something that should be disregarded for

other audiences. Anyone is able to use this marketing strategy to get themselves out there and

engage with new customers or users because of the effective algorithm technique.

Threats:

Competitor is going after the same space or same audience with similar campaign and the

question also arises whether the current campaign sustainable, can it continue? There can be

threat of Attitudes on privacy: while lately it seems everyone is willing to share the most

intimate as well as mundane details of their life – there could easily be a backlash against this

trend. We‘ve all heard of a few embarrassing stories about over-sharing online, and a few

high- profile examples might make people rethink their habits. Micro-messaging may just be

a fad. There‘s nothing inherently awesome about 140 characters. It got too much publicity in

a short time. May get burned out and getting dangerously spammy/porn spammy. The market

doesn‘t have solid revenue model (future advertisements?)

Other social networking sites (MySpace, Tagged, Friend feed, identical, others) may grow

and steal market share and Acquisition by a bigger player (Google) may disappoint early

adopters and loyal users.

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Role of Social Media Marketing in Business :

Creating and developing a website is important for any business. Along with having a

website, you need to expand your online outreach to social media platforms. Social

networking sites such as Twitter and Facebook are essential for maintaining a competitive

edge. Companies that do not have active social media accounts risk missing out on numerous

marketing opportunities.

Interaction with Target Market

One of the key advantages of social media for businesses is that it enables you to interact

with your customers. Going through the tweets and Facebook updates that are posted by your

customer base gives you insight into what they need. This is useful for helping your company

formulate marketing strategies that address their needs.

Improve Responsiveness

Social media eases the process of providing and receiving feedback. If your customers have

concerns or problems with what your business offers, they can let you know in a timely

manner. Social media gives customers a convenient and accessible way to express what they

feel and gives companies a chance to respond. With such platforms, businesses are able to

view complaints and assure their customers that their problems will be dealt with.

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Competition

If your competitors are already using social media accounts for marketing and engaging their

customers, you need to ensure that you are keeping up with the digital marketing strategies

that are being implemented.

In the competitive world of business, more and more companies are capitalizing on the

benefits of social media. In order for you to be able to boost online traffic to your site and

increase sales, you need to stay ahead of the competition while providing your customers

with the best products and services.

Effective Marketing

The social networking nature of platforms such as LinkedIn and Twitter generates interest

among followers who are more responsive to them than a blatant marketing approach. You

can use social media creatively to advertise your products and services without making your

customers feel like they are overwhelmed by your marketing campaigns.

Advertisements strategically placed within informative posts are an effective way to spread

the word about your business. Social media spreads awareness about your business while

giving you the chance to constantly remind them about the products and services that you

offer.

Find Customers

Hashtags and keywords are useful for helping you identify potential customers who are

interested in what you are selling. After finding prospective customers, you can simply direct

them to your account where they fill out more about your business.

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Affordability

Managing your social media accounts is a cost effective way to promote your business by

using affordable social media marketing campaigns that strengthen your company's online

visibility. Social media does not require an extensive budget, which makes it fair for small

businesses that are competing with well-known brands.

Database

DBA services provide service delivery solutions that are flexible enough to meet the diverse

needs of different companies. Emphasis is placed on the management and support of

databases from remote locations while catering to the specified needs of various customers.

Services are available for different database environments to provide a dependable, secure

and expert approach to database management.

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Social Environment

A social networking forum efficiently creates a social environment for you and your

customers. Such a forum enables you to acquire important feedback regarding your business.

Social media serves the purpose of making it easier for consumers to find out and distribute

information about different brands, products and services.

A significant percentage of customers that relies on the internet to search for products have

discovered specific companies through social media. If the opinions and reactions of your

consumers matter to you, going social is necessary.

Informative

Social media is informative and gives you access to what your competition is up to as well as

what customers are posting online about products and services. This gives you better insight

into the market and various factors that affect your industry.

Online Presence

Social media has gradually evolved into an integral aspect of people's daily lives. From

sharing details about lunch to ranting about bad service, people discuss virtually everything

about their lives. Several people visit social networking sites each day and businesses need to

maximize on their online presence.

Statistics indicate that the way people utilize social media and interact online influences their

purchasing decisions. With more consumers choosing to make their purchases online, their

approach to shopping has drastically changed. This makes it necessary for retailers to

incorporate social media and adapt to the changes that have affected advertising and

marketing in general.

Importance of Getting Social

Social media sites let you know what is popular. They also provide a platform for people to

talk about pertinent issues and what they prefer. Social media was initially personal but has

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extended to the business realm. It plays an essential role in marketing strategies by increasing

traffic and serving as a part of your SEO strategy.

Businesses need to work on their social skills and how they interact with their customers

online for the best results. Success in social media marketing involves being strategic and

innovative. Social media drives traffic with referrals and the additional advantage of taking

up a considerable amount of time spent online. Marketers are becoming increasingly aware of

the need to allocate time and resources to social media sites.

Communication and Branding

 Communication is vital for the success of any business and engaging your customers

regularly helps to enhance your image. Social networks allow you to interact and deal

with your customers on a personal level.

 When your brand gets involved in conversations, customers view it as approachable,

responsive and accessible. This type of exposure positively influences how you are

perceived and makes customers more receptive to the information that you share.

 Both social profiles and websites can help improve your branding efforts. Your

existing and prospective customer base will be able to identify your brands'

characteristics based on how you interact on social media.

Social Media for Business Growth

A significant amount of social media activity is carried out through mobile devices. Make

sure that your social media strategy is compatible with mobile devices to guarantee a

worthwhile user experience. Social media sites continue to gain popularity at a rapid rate and

it is important for small and growing businesses to use them to advertise and market what

they offer.

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What is the Scope of Social Media in India?

The scope of social media in India is immense and increasing rapidly. It is the 10th biggest

economy and also has the 2nd largest population in the world. A survey in 2019, which

includes the top businesses admitted that 15-20% of their marketing budget is allocated for

social media advertising. From that, it is understood the importance of social media in brand

advertising.

There will not be any person who doesn’t know what social media is. Isn’t it? But many

individuals may not know how it is important in digital marketing and how social media

marketing can enhance career growth. Based on the Statista analysis it is been found that the

number of users of the social network in India will be 258.27 million. It is a drastic rise from

approximately 168 million users in 2016.

India is encountering development in the number of mobile users; regardless it contains just

16 percent of the nation’s aggregate populace with access to the web. In addition, it is

assessed that India’s web clients will end up noticeably the world’s biggest web base, after

China and the US.

As smartphones and internet develop in the nation, more organizations will concentrate on

giving a consistent shopper involvement with promo offers, mobile updates, events and

contents based on the conduct and interests. Moreover, with the ascent of WhatsApp and

Facebook for organizations, brands will concentrate on additionally improving their

advertising efforts to speak with clients specifically where they are destined to be discovered

i.e. on their smartphones.

26
The normal Indian spends over 28 hours of the week online, which is a cause of immediate

access to a world of data and media readily available. For utilizing the web for different

purposes in life, Indians will keep on relying more on Digital mediums to search for items

and associate with brands on the web. With the developing requirement for visual

information, brands will keep on relying on recordings and pictures which attract the

population.

Social Media Marketing uses Apps, Smartphones, Email, Computers, and Social Networks to

associate and market a message to their potential or existing clients. As more Indians

interface with each other through social stages, brands will use these stages to recount

stories, catch

consideration and at last, pitch their products or services to individuals. From culture and

decisions to gender and orientation, the key parts of marketing a brand or a business will keep

on evolving digitally in lieu of the present circumstances and future industry trends.

There is no lack of TV, Radio, Outdoor and Print Marketing and Advertising in India and it is

more improbable that these customary mediums will go terminated at any point in the near

future. The scope of social media marketing in India will keep on benefitting from the

innovative, financial and social changes in the nation and Indian organizations should have a

strong marketing methodology set up to receive maximum benefits.

27
Why is Social Media Marketing a Must for
Every Company?

 Internet, Internet Everywhere!!

As per statistics for the years starting from 1993 till 2015, internet usage by the world
population has been tremendously increased and now 40% of the population is using the
internet. i.e., 3.42 billion users.

It was less than 2% of the world population in 1995. Thus based on these statistics, it is a
compelling statement that the scope of social media marketing India will have a bright future
in the coming years.

 Audience Targeting

Traditional marketing was not able to target a specific audience with demographics and
details. Do you agree with this? Definitely, yes. The marketing of any product aimed at mass
marketing earlier. But today with the emerging trends of digital marketing, there are so many
personalized methods to target the audience.

 Smartphones Era

Every day, mobile phone users are increasing and as per the report by 2019, the number of
mobile phone users will be 5.07 billion. This year it is 4.77 billion users worldwide. Check
the difference within two years!! And most of the mobile phones now are smartphones that
allow customers to get connected with the business anywhere and anytime.

28
  High ROI with Less Cost

Social media marketing is a platform that provides high ROI with very less investment. This
is why many small and medium scale organizations rely on social media for their marketing
methods.

“Social Media Marketing (SMM) refers to processes that focus social networks and
applications to publicize brand awareness or to promote specific products”, states
Techopedia.

29
Social Media Platforms :

What comes to mind when you talk about social media platforms? Facebook, Twitter,
WhatsApp, Google+, LinkedIn, YouTube and Instagram. Correct?

The ascent of social media is another important pattern that has been a standout amongst the
most persevering medium of Digital Marketing far and wide. From Facebook and Instagram
to Snapchat and YouTube, the advertisers have begun making and distributing customized
content, stories and channels for entertainment as part of their marketing system.

With the brands having their own app and website which is not mobile-friendly specific, there
arises an overlap with those that have mobile-friendly sites and apps. This is because the
brand which has mobile-friendly sites indicates that they are specifically looking for a
separate channel of engagement. All the marketing channels of social media are popular but
different from each other in marketing through their unique models.

At present, India is the second-biggest client of Facebook and YouTube on the earth and if
this pattern is to be accepted, traditional marketing mediums like TV, Print will soon initiate
social media marketing as being each brand’s pack of marketing cards.

1. Facebook

 Facebook has more than 2 billion active users per month and is one of the best
media to connect with friends and family through videos, posts, chats, etc.

 Marketing through Facebook builds trust and it motivates the users to site sign
up instead of selling directly.

 The model of marketing through Facebook includes sharing videos, posts on a page,
promotion of page, location, interest and demography based targeting and paid model
for boosting pages and ads.

30
2. WhatsApp

 Months active users on WhatsApp exceeds 1300 million as it allows free

instant messaging (personal and group) with more privacy.

 It is suitable for E-commerce, banks, individual service providers, travel and

tourism companies.

 It maps users’ behavioral data by using it as a data repository by Facebook. These are
then used by businesses to focus on relevant products to leads.
Partnerships with various businesses are allowed to communicate directly with users.

3. LinkedIn

 LinkedIn is a business networking site that has approximately 500 million users
monthly and includes professionals and corporate to connect with each other through
job postings and professional knowledge intimating.

 This platform is apt for corporate clients, B2B and small to medium-sized companies
to MNCs.

 Marketing models include boosting the post and top menu bar ads.

4. Twitter

 Twitter is a micro-blogging site to connect with the world through tweets below
140 words and videos. It allows freedom of expression of reviews on present issues
and has approximately 328 million active users per month.

 This platform is good for skilled B2C and B2B professionals.

31
 Brand image can be boosted with conversation and posts can be targeted
using hashtags.

5. Instagram

 Instagram has more than 700 million active users per month and it is used for photo
sharing and is linked with Twitter, FB, and Flickr.

 This is accurate for local businesses, B2C, travel companies, lifestyle brands
for visual contents, and showcasing the company’s picture through pictures.

6. YouTube

 This is one of the best video sharing platforms for local business,
entertainment business, and B2C companies which have 1.5 billion monthly
active users.

 Marketing models include entertaining and educative videos to enhance

engagement and if the view is more, you will get more money.

7. Quora

 It is a social forum to ask questions and exchange answers for that with 100-200
active users monthly.

 This will fit for education institutes, skilled professionals, teachers and professors as
it can establish authority over a subject through knowledge sharing.

32
8. Google+

 440 million active users. It helps to post and share blogs, follows a community
and connects with friends.

 This is quite good for local businesses, B2B, B2C, and SMEs.

 Marketing models on Google+ include sharing content to drive more

traffic, networking through Google hangouts.

33
 Some Social Media Tools For Marketers :

1. SocialDrift

Used by McDonalds, Sprint and major industry influencers with millions of followers,

SocialDrift is an Instagram marketer’s best friend. The platform automates Instagram

interactions, which help to organically increase follower count. Users just need to provide

SocialDrift with information about ideal Instagram followers, and the platform will use

machine learning to engage users through likes, comments and follows. Because of this

engagement, users will frequently follow accounts in return.

In time, SocialDrift can dramatically increase the number of high-quality Instagram followers

through the platform’s Instagram bot, named Securebot.

2. Buffer

Buffer offers a swift solution for businesses swamped by the multiple social media accounts

they must manage. The application innovates marketing by allowing individuals and

businesses to queue posts for their various accounts. Buffer works for several third-party

extensions, in addition to the regular line-up of social platforms.

Furthermore, the app boasts many powerful tools like photo editing, group collaboration and

detailed data analytics about social media performance. Essentially, Buffer can take a jumble

of social media accounts, organize them and in the process make marketing more

manageable.

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3. Sendible

Are you a team managing social media for a lot of different clients? Sendible is the tool for

you. Sendible has unique inboxes for each brand, accessible by any member of your team, so

communication is streamlined. They also offer a content engine that suggests new material

based on the topics of your profiles and followers. In addition, calendars are fully interactive.

Who said teamwork has to be hard?

4. MavSocial

MavSocial is a management tool that focuses on graphics and videos for Facebook, Twitter,

LinkedIn, YouTube, Instagram and Tumblr. You can schedule or preview content to any or

all of those platforms. And if you’ve run out of content, simply reschedule. MavSocial also

has features for engagement analytics, collaboration, galleries, image database and campaign

creation. Choose from their 5 plans to get what works best for you.

5. Storyheap

Snapchat’s introduction of Stories in 2013 has rapidly spread the feature across social media,

with many other platforms joining the trend to reap some of its benefits. Storyheap is tailored

for the Story feature, allowing brands to manage their Story straight from the web.

In addition, Storyheap offers in-depth analytics about the current and projected popularity of

a brand’s Story. For now, the app is limited to Snapchat and Instagram, but support for other

platforms is in the works.

35
6. Unsplash

Having high-quality content and images is crucial; after all, nothing drives away a follower

like poor quality. Unsplash is a database of gorgeous, high-resolution, watermark-free images

that are free for use. You can use the search engine, or browse collections like “Still Life” or

“Photos for Parent Bloggers.”

Once you find an image you want to use, you can either download it or save it in your own

collection for future use. Unsplash allows anyone to have high-quality, high-resolution

images.

7. Canva

Photo and video are highly influential on popular platforms like Facebook, Instagram and

Snapchat. Consequently, marketing teams are often pressured to produce beautiful visuals

and graphics to get attention and increase brand visibility.

Canva contains plenty of design tools, tutorials, templates and more, so users have the

materials to create almost anything they can conceive. With Canva, marketing teams with

limited experience can still generate stunning content and gather a larger following.

8. nTuitive.social

Marketers may often feel at a loss when it comes to conjuring up fresh content, but third-

party algorithms can always be of assistance. nTuitive.social combines detailed data analytics

with refined publishing and scheduling tools to ensure brands can consistently provide

interesting content.

With compatibility across more than 20 platforms, the app monitors discussion of the brand,

analyzes social media decisions and offers suggestions to increase audience engagement.

nTuitive.social acts as a social media multi-tool for businesses trying to revamp their

36
marketing strategy.

37
9. Grytics

While many of the resources in this list work on multiple platforms, others excel with one.

Grytics, with its focus on Facebook Groups, is one such application.

The app gathers a wealth of information from the posts and members of specific groups. It

then displays these statistics for businesses to manage these groups or tailor their strategies to

better suit audience interests. Businesses using Grytics can successfully get the most out of

any associated Facebook Groups.

10. Yotpo

On Instagram, consumers freely post pictures of brands and products they’ve engaged with.

Wouldn’t it be useful for marketers to be able to easily share these images of consumers

using their products and following their brands?

Yotpo makes this a reality. Its Social Curation feature collects posts relevant to a brand and

helps these businesses contact users for permission to use their posts in advertising. In

addition, Yotpo implements a Shop Now feature in Instagram, letting users buy products seen

in their feed. Yotpo helps businesses make their Instagram accounts more marketable to

consumers.

11. Agorapulse

On the surface, AgoraPulse is a feature-heavy social media management app. Offering

content scheduling and message tracking, the app greatly increases the efficiency for any

business active on social media. However, its in-depth analytics and report-creation features

make AgoraPulse even more effective.

Whether businesses need to measure their performance or just want to discuss their social

38
media traffic with one another, AgoraPulse offers more than enough tools.

39
12. BuzzSumo

With social media attracting so much traffic from marketing teams and consumers alike, it

would be helpful for marketers to be able to see how much attention certain topics and types

of content are getting without wading through piles of data. BuzzSumo’s data analytics

allows its users to do that, with minimal hassle.

BuzzSumo’s search bar takes in search words and returns a list of relevant links on the

internet and social media. With so much easily accessible information, marketers can quickly

determine the popularity of different types of content and adapt their marketing strategies.

13. Oktopost

Most businesses using third-party applications to enhance their marketing are seeking a

comprehensive boost to all their platforms. Oktopost’s features make this possible.

With powerful data analytics, post scheduling, content curation and discussion tracking, the

application allows businesses to increase their productivity, while at the same time

pinpointing any glaring weaknesses. Oktopost is an invaluable resource for businesses trying

to increase their social media performance.

14. Quuu

Completely automated social media marketing is swiftly becoming a reality. However,

there’s still a place for hand-picked curations, which can resonate more with living, breathing

consumers. Quu offers that experience.

Businesses using Quuu first select their interests from over 300 categories. Then Quuu sends

users a list of recommendations for types of content to post in order to represent those

interests. At that point, businesses can either manually post content or let Quuu take the

40
wheel.

41
Importantly, all the content suggested by Quuu is hand-reviewed, meaning it has a better

chance of connecting with humans.

15. IFTTT

Most of the platforms in this list offer similar tools, like post scheduling and data analytics;

however, apps like IFTTT operate entirely differently. Running through platform-specific

applets instead of catch-all features, IFTTT offers a much more specialized approach to

marketing.

The app divides its applications into features specific to platforms like Google, iOS,

photography and more. Simply selecting a few of these applets automates their processes,

freeing up precious time for businesses. These features include automatically saving

attachments to Google Drive, backing up texts and sending notifications for person-specific

emails. With IFTTT’s applets, marketing teams can increase their productivity and give

themselves more time to create advertisements.

42
MARKETING TECHNIQUES

Social media marketing involves the use of social networks, consumer's online brand-related

activities (COBRA) and electronic word of mouth (eWOM) to successfully advertise online.

Social networks such as Facebook and Twitter provide advertisers with information about the

likes and dislikes of their consumers. This technique is crucial, as it provides the businesses

with a "target audience". With social networks, information relevant to the user's likes is

available to businesses; who then advertise accordingly. Activities such as uploading a

picture of your "new Converse sneakers to Facebook" is an example of a COBRA. Electronic

recommendations and appraisals are a convenient manner to have a product promoted via

"consumer-to-consumer interactions. An example of eWOM would be an online hotel review;

the hotel company can have two possible outcomes based on their service. A good service

would result in a positive review which gets the hotel free advertising via social media.

However, a poor service will result in a negative consumer review which can potentially

harm the company's reputation.

Social networking sites such as Facebook, Instagram, Twitter, MySpace etc. have all

influenced the buzz of word of mouth marketing. In 1999, Misner said that word-of mouth

marketing is, "the world's most effective, yet least understood marketing strategy" (Trusov,

Bucklin, & Pauwels, 2009). Through the influence of opinion leaders, the increased online

"buzz" of "word-of-mouth" marketing that a product, service or companies are experiencing

is due to the rise in use of social media and smartphones. Businesses and marketers have

noticed that, "a persons behaviour is influenced by many small groups" (Kotler, Burton,

Deans, Brown, & Armstrong, 2013). These small groups rotate around social networking

accounts that are run by influential people (opinion leaders or "thought leaders") who have

followers of groups. The

43
types of groups (followers) are called: reference groups (people who know each other either

face-to-face or have an indirect influence on a persons attitude or behaviour); membership

groups (a person has a direct influence on a person's attitude or behaviour); and aspirational

groups (groups which an individual wishes to belong to).

Marketers target influential people on social media who are recognised as being opinion

leaders and opinion-formers to send messages to their target audiences and amplify the

impact of their message. A social media post by an opinion leader can have a much greater

impact (via the forwarding of the post or "liking" of the post) than a social media post by a

regular user. Marketers have come to the understanding that "consumers are more prone to

believe in other individuals" who they trust (Sepp, Liljander, & Gummerus, ). OL's and OF's

can also send their own messages about products and services they choose. The reason the

opinion leader or formers have such a strong following base is because their opinion is valued

or trusted (Clement, Proppe, & Rott, 2007). They can review products and services for their

followings, which can be positive or negative towards the brand. OL's and OF's are people

who have a social status and because of their personality, beliefs, values etc. have the

potential to influence other people (Kotler, Burton, Deans, Brown, & Armstrong, 2013). They

usually have a large number of followers otherwise known as their reference, membership or

aspirational group (Kotler, Burton, Deans, Brown, & Armstrong, 2013. By having an OL or

OF support a brands product by posting a photo, video or written recommendation on a blog,

the following may be influenced and because they trust the OL/OF a high chance of the brand

selling more products or creating a following base. Having an OL/OF helps spread word of

mouth talk amongst reference groups and/or memberships groups e.g. family, friends, work-

friends etc. (Kotler, Burton, Deans, Brown, & Armstrong, 2013). The adjusted

communication model shows the use of using opinion leaders and opinion formers. The

sender/source gives the message to many, many OL's/OF's who pass the message on along
44
with their personal opinion, the receiver (followers/groups) form their own opinion and send

their personal message to their group (friends, family etc.) (Dahlen, Lange, & Smith, 2010).

The platform of social media is another channel or site that business' and brands must seek to

influence the content of. In contrast with pre-Internet marketing, such as TV ads and

newspaper ads, in which the marketer controlled all aspects of the ad, with social media,

users are free to post comments right below an online ad or an online post by a company

about its product. Companies are increasing using their social media strategy as part of their

traditional marketing effort using magazines, newspapers, radio advertisements, television

advertisements. Since in the 2010s, media consumers are often using multiple platforms at

the same time (e.g., surfing the Internet on a tablet while watching a streaming TV show),

marketing content needs to be consistent across all platforms, whether traditional or new

media. Heath (2006) wrote about

the extent of attention businesses should give to their social media sites. It is about finding a

balance between frequently posting but not over posting. There is a lot more attention to be

paid towards social media sites because people need updates to gain brand recognition.

Therefore, a lot more content is need and this can often be unplanned content.

Planned content begins with the creative/marketing team generating their ideas, once they

have completed their ideas they send them off for approval. There is two general ways of

doing so. The first is where each sector approves the plan one after another, editor, brand,

followed by the legal team (Brito, 2013). Sectors may differ depending on the size and

philosophy of the business. The second is where each sector is given 24 hours (or such

designated time) to sign off or disapprove. If no action is given within the 24-hour period the

original plan is implemented. Planned content is often noticeable to customers and is un-

original or lacks excitement but is also a safer option to avoid unnecessary backlash from the

public. Both routes for planned content are time consuming as in the above; the first way to
45
approval takes 72 hours to be approved. Although the second route can be significantly

shorter it also holds more risk particularly in the legal department.

Unplanned content is an 'in the moment' idea, "a spontaneous, tactical reaction." (Cramer,

2014). The content could be trending and not have the time to take the planned content route.

The unplanned content is posted sporadically and is not calendar/date/time arranged

(Deshpande, 2014). Issues with unplanned content revolve around legal issues and whether

the message being sent out represents the business/brand accordingly. If a company sends out

a Tweet or Facebook message too hurriedly, the company may unintentionally use insensitive

language or messaging that could alienate some consumers. For example, celebrity chef Paula

Deen was criticized after she made a social media post commenting about HIV-AIDS and

South Africa; her message was deemed to be offensive by many observers. The main

difference between planned and unplanned is the time to approve the content. Unplanned

content must still be approved by marketing managers, but in a much more rapid manner e.g.

1–2 hours or less. Sectors may miss errors because of being hurried. When using unplanned

content Brito (2013) says, "be prepared to be reactive and respond to issues when they arise."

Brito (2013) writes about having a, "crisis escalation plan", because, "It will happen". The

plan involves breaking down the issue into topics and classifying the issue into groups.

Colour coding the

potential risk "identify and flag potential risks" also helps to organise an issue. The problem

can then be handled by the correct team and dissolved more effectively rather than any

person at hand trying to solve the situation.

46
REVIEW OF LITERATURE

47
advertising advertising Pvt.Ltd. is a digital marketing agency which is fully

dedicated to learn and understand about your business. They have years of experience

in the fast evolving digital landscape for delivering quality digital marketing services

to our clients from diverse industry verticals. Our team of experts brings the

innovative business ideas that bring traffic and customers for our client’s websites.

Whatever we do, we always measure, analyses or innovate the requirements with

proper knowledge of Digital Marketing. They believe in giving results that are above

and beyond no matter what.

Social media marketing is the use of social media platforms and websites to promote a

product or service. Although the terms e-marketing and digital marketing are still

dominant in academia, social media marketing is becoming more popular for both

practitioners and researchers. Most social media platforms have built-in

data analytics tools, which enable companies to track the progress, success, and

engagement of ad campaigns. Companies address a range of stakeholders through

social media marketing, including current and potential customers, current and

potential employees, journalists, bloggers, and the general public. On a strategic level,

social media marketing includes the management of a marketing campaign,

governance, setting the scope (e.g. more active or passive use) and the establishment

of a firm's desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to

post user-generated content (e.g., online comments, product reviews, etc.), also

known as "earned media," rather than use marketer-prepared advertising copy.

48
Creating and developing a website is important for any business. Along with having a

website, you need to expand your online outreach to social media platforms. Social

networking sites such as Twitter and Facebook are essential for maintaining a

competitive edge. Companies that do not have active social media accounts risk

missing out on numerous marketing opportunities.

Interaction with Target Market

One of the key advantages of social media for businesses is that it enables you to

interact with your customers. Going through the tweets and Facebook updates that are

posted by your customer base gives your insight into what they need. This is useful

for helping your company formulate marketing strategies that address their needs.

The scope of social media in India is immense and increasing rapidly. It is the 10th

biggest economy and also has the 2nd largest population in the world. A survey in

2019, which includes the top businesses admitted that 15-20% of their marketing

budget is allocated for social media advertising. From that, it is understood the

importance of social media in brand advertising.

There will not be any person who doesn’t know what social media is. Isn’t it? But

many individuals may not know how it is important in digital marketing and how

social media marketing can enhance career growth. Based on the Statista analysis it is

been found that the number of users of the social network in India will be 258.27

million. It is a drastic rise from approximately 168 million users in 2016.

India is encountering development in the number of mobile users; regardless it

contains just 16 percent of the nation’s aggregate populace with access to the web. In

addition,

49
it is assessed that India’s web clients will end up noticeably the world’s biggest web

base, after China and the US.

Some Social Media Tools For Marketers :

Social Drift

Used by McDonalds, Sprint and major industry influencers with millions of

followers, SocialDrift is an Instagram marketer’s best friend. The platform automates

Instagram interactions, which help to organically increase follower count. Users just

need to provide SocialDrift with information about ideal Instagram followers, and the

platform will use machine learning to engage users through likes, comments and

follows. Because of this engagement, users will frequently follow accounts in return.

In time, SocialDrift can dramatically increase the number of high-quality Instagram

followers through the platform’s Instagram bot, named Securebot.

50
 ADVERTISING
advertising advertising Pvt.Ltd. is a digital marketing agency which is fully dedicated to learn

and understand about your business. They have years of experience in the fast evolving

digital landscape for delivering quality digital marketing services to our clients from diverse

industry verticals. Our team of experts brings the innovative business ideas that bring traffic

and customers for our client’s websites. Whatever we do, we always measure, analyse or

innovate the requirements with proper knowledge of Digital Marketing. They believe in

giving results that are above and beyond no matter what.

advertising advertising is a full service digital agency made up of smart, passionate and

creative technologists.

They invent strategies to bring brands closer to consumers on digital platform. With the firm

belief that your success is crucial to us as our own, we acquire the sharpest of combinations

on digital media platform to meet your campaign objectives.

51
 WHO THEY ARE?
Basically, they are in to digital education and they do train corporates, college students,

faculties in various colleges and universities in digital marketing domain. They do run faculty

& student development programmes in various universities and colleges like MANAV

RACHNA, ARAWALI, NGF, NDIM ,DAVIM,RAWAL etc. with their domain

After completion of two years , DIGITAL SCHOOL OF DELHI got lots of proposal to

provide digital marketing services and they could not deny as they have a team of more than

50 creative members in digital media marketing. That is why they registered Propsapce

advertising pvt ltd for all these digital media solution, that is how it came to existence and

they are doing very good because of their creative team work.

52
 Services of advertising
A Full Service Digital Marketing & Creative Agency

 Website Designing

● Web Development

● Search Engine Optimization

● Online Advertising

● Social Media Marketing

● Campaign Creation

● Digital Strategy

● Content Creation

● Remarketing

● Creative Design

● Organic Marketing

53
● Paid Promotions

● Email Marketing

● Web Analytics

● PPC

● Content Marketing

54
 Marketing Methodology

They help their customers by guiding their prospects along a buyer’s journey to generate
actual business

ATTRACT CONVERT CLOSE

Turn Strangers into Turn Visitors into Turn Leads to
Visitors Leads Customers

DELIGHT
Turn Customers to
Promoters

55
PRIVACY POLICY

Company’s Commitment to Privacy

At ADVERTISING, they regard the privacy of our website visitors. They

acknowledge that the detail belongs to you and assure to treat it accordingly. Under

mentioned statement manifests their privacy policy in detail and will explain our

online information practices or the choices you can make about the way your

information is collected and used by them. The policy applies to www.

ADVERTISING.com and all other websites owned/operated directly under the

ADVERTISING Digital Marketing brand name. If there are any prominent changes in

these policies in the future, details of any such changes will be notified on this

webpage.

Use of Personal and Non-Personal Information

They collect two types of information from our website visitors - personal and non-

personal details. Access to the public pages of ADVERTISING website does not

require any registration. Non-personal information is asked to keep track of the total

number of guests visiting ADVERTISING website and to make endeavor to improve

our website. The non- personal details they monitor includes the operating system and

browser type being used by our visitors; sections of the websites viewed; date and

time of visit; host or service-provider details, and identification of the referring site.

These details are used only for our internal use and are not sold or even disclosed to

any third parties.

Personal information, such as name, address or contact details, are collected only

when voluntarily provided by the website visitors like at the time of registering for

our website's newsletter mailing list, participating in events, registering for our referral

56
program, permissions to comment on our blog, submit us your resumes, etc. Access to

pages having content specific to our channel partner, or existing clients is password-

protected and requires pre-registration. Personal details collected through registration

is kept confidential and are not disclosed to third parties except as may be required by

law.

The personal information collected can be used to send our email or call/SMS (if not

under DND) as depicted in the field of interest by the website visitor with us.

Under all circumstances email address will always remain private and will not be sold

or supplied to any third party vendors.

57
VISION AND MISSION
Vision
Be a dynamic digital marketing agency for emerging Medias like web &

mobile and strive to be among the top 10 digital marketing agencies of

India

Mission

We aim to work with Mid-Sized India based Companies who are interested

for extensive Digital marketing services/Solutions to grow their international

or national sales or those mid-sized companies which are based from outside

India and are interested for extensive digital marketing services to grow their

national sales.

ADVERTISING would strive for excellence in services delivery and ROI

driven digital marketing campaigns that directly impact client's sales and/or

business result.

58
RESEARCH METHODOLOGY

59
Title of Research

Project Report On Social Media Marketing in Delhi NCR

Research Objectives

Research methodology refers to the systematic method consisting of enunciating

the problem, formulating hypothesis, collective facts or data, analyzing the facts

and reaching certain conclusion either in the form of solutions towards the

concerned problem or in certain generalization for some theoretical formulation.

Primary objective

 To know the perception level of social media marketing

 To know the awareness level of social media marketing

 To know the maximum social activity done by industrialist

Secondary objective

 To find out the budget spent on social media marketing by respondents in

Delhi NCR

 To know the social media marketing activities, which are used by

respondents to promote their product and service

 To find out since how long the respondents are doing social media

marketing activities.

 To find out how the respondents manage their social media marketing

activities currently

 To find out reasons for not undertaking social media marketing activities

 To know the readiness of respondents to switchover from

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 traditional marketing to social media marketing

 To know the perception on flexibility of social media marketing

 To know the perception of effectiveness of social media marketing to promote

business

 To know the perception of cost of social media marketing

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Research Design

The research design is Descriptive in nature. The research design is a blueprint for

fulfilling the objectives & answering the questions. Selecting the research design is

complicated due to availability of large variety of methods, techniques, procedures,

protocol and sampling plans. So to understand and describe the current market

phenomena for Awareness and growth of digital marketing among the Consumers,

DESCRIPTIVE RESEARCH DESIGN has been applied in Quantities research. In

that CROSS SECTIONAL STUDY has been applied, as units are measured from a

sample of the population.

Sources of Data

Primary Data

The data which is collected from first-hand experience is known as primary data.

This data serves as the main source of data for any research based project work.

The data can be collected in many ways as mentioned below:

 Questionnaires

 Personal Visit, etc.

Secondary Data

Secondary data consist of published material, or any other reference material which can be useful in

the particular project. The source of secondary data are many such as, Research paper, internet. In our

survey, we have collected information from websites

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Collection Method

The data collection method used in this research is survey method. Here the data

are systematically recorded from the respondents. Face to face informal interviews

were done for data collection. At the end of the questionnaire the visiting card of

respective respondent was taken for reference purpose. Questionnaire is been used

as form of research instrument and it is the interviewer Administered.

Sample
Our sample is industrialist of Delhi-NCR region. We have conducted a survey of

100 samples to know the awareness and perception of Social Media Marketing.

Sampling Method

In our study, we had used judgmental sampling method as our sample was

decided on the basis of two criteria. 1) Sample selected must be from geographical

area of Delhi NCR. 2) Sample must have industrial business & doing marketing of

their product & services.

Data Collection Instrument

For the collection of data, we have used Structured Questionnaire.

Limitations of Study

Our Study was limited to Delhi-NCR only.

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 DATA

ANALYSIS

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RESPONSES

1. Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
building, promotions?

Options Number of responses Percentage

Yes 81 90%
No 9 10%

Social media has taken over the world in every sense. In the field of marketing, advertising,
brand building, promotions social media is the most sought after method adopted by
entrepreneurs’ young and old. 90% people agree with it but 10% of them still believe in
the traditional way of marketing.

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 2. Which is the most effective solution for brand promotion?

Options Number of responses Percentage

Social Media 66 73%
Print Media 24 27%

Marie Swift suggests that placing an advertisement in the print media is not the best
solution for brand promotion. The problem with traditional mass advertising according
to Marie is that, these media appeal to a wide range of people who may not even be
interested to know who we are. 73% of the people agree with it while rest is still
thinking print media has its own significances. Someone said “print media is the only
media which has the highest reach as it is read by the old and young population.”

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 3. Do you think social media marketing will help the firms to find their
potential customers?

Maybe

Options Number of responses Percentage

Yes 63 70%
No 9 10%
Maybe 18 20%

Promotions and brand building must be done with people whom we think are potential
customers for our business. This can be achieved by channelizing a greater part of
promotion and advertising budget for activities such as networking, volunteering, hosting
events and so on. Out of these methods, networking is the best that suits the need of the
time. With the technological advancements in today’s world, it is fairly easy to be
connected with the outside world with the help of social networking sites. Yes, most of the
people agree with it.

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 4. Which social networking site are you most familiar with?

Number of responses Percentage

LinkedIn 18 20%
Facebook 24 27%
Twitter 6 7%
YouTube 15 17%
My Space 3 3%
Most of the above 24 27%

In today’s world there are many social networking sites which are helpful for the mass
marketing. The objective of this question was to find the website which is the most
popular one. Most of the people are familiar with Facebook, LinkedIn then YouTube.
Many of them are familiar with most of the social networking sites.

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 5. Do you think the relative cost is much lesser as compared with traditional
advertising?’

Options Number of responses Percentage

Yes 51 57%
No 24 27%
Depends 15 17%

More than 50% people think relative cost is much lesser as compared with traditional advertising
while more less than 30% think it is not. The studies say that the relative cost is lesser as
compared the social media marketing with traditional advertising.

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 6. Is social media helpful for B2B firms in generating new sales/clients?

Options Number of responses Percentage

Yes 57 63%
No 15 17%
It depends how reputed the 18 20%
firm is.

Social media helpful for both B2B and B2C firms in generating new sales/clients. 63% of
the people agree with it. While others think in B2B everything is taken place in a formal
way so it’s not possible to generate new sales through the social media.

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 7. “Social media can be effectively used for various B2C clients to increase
sales.” Do you agree?

Partiall
y

Options Number of responses Percentage

Yes 63 70%
No 9 10%
Partially 18 20%

70% of the people agree with this because most of the people are familiar with social
networking sites and they frequently visit these sites.

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 8. Which one do you think is the most effective social networking site
for online marketing?

LinkedI n
Twitte r

Faceboo
k

Options Number of responses Percentage

Twitter 21 23%
Facebook 60 67%
LinkedIn 9 10%

It shows that most of the people are familiar with Facebook in comparison with other
sites like Twitter and LinkedIn. Cab providers like Ola Cabs and Taxi For Sure are more
active in Twitter than facebook. So it depends on different industries.

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 9. Do you follow your favourite brands on social networking sites like
Facebook, twitter and LinkedIn?

26%

74%

Options Number of responses Percentage

Yes 78 87%
No 12 13%

Most of the people do follow their favourite brands in Facebook and twitter to know
about their offerings and all.

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 10. If yes, why do you follow them?

Number

15
24

51

Just because you like those brands You’re very keen to know about
their new offerings. To know how well they are in marketing.

Options Number of responses Percentage

Just because you like those brands 24 27%
You’re very keen to know about 51 57%
their new offerings.
To know how well they are in 15 17%
marketing.

27% of people follow their favourite brands just because you like those brands. 57% are
very keen to know about their new offerings while 17% follow to know how well they are
in marketing.

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 FINDING

 27% of people follow their favourite brands just because you like those brands. 57%

are very keen to know about their new offerings while 17% follow to know how well

they are in marketing.

 Social media helpful for both B2B and B2C firms in generating new sales/clients.

63% of the people agree with it. While others think in B2B everything is taken place

in a formal way so it’s not possible to generate new sales through the social media.

 70% of the people agree with this because most of the people are familiar with

social networking sites and they frequently visit these sites.

 It shows that most of the people are familiar with Facebook in comparison with other

sites like Twitter and LinkedIn. Cab providers like Ola Cabs and Taxi For Sure are

more active in Twitter than facebook. So it depends on different industries.

 More than 50% people think relative cost is much lesser as compared with traditional

advertising while more less than 30% think it is not. The studies say that the relative cost is

lesser as compared the social media marketing with traditional advertising.

 Marie Swift suggests that placing an advertisement in the print media is not the best

solution for brand promotion. The problem with traditional mass advertising

according to Marie is that, these media appeal to a wide range of people who may

not even be interested to know who we are. 73% of the people agree with it while

rest is still thinking print media has its own significances. Someone said “print media

is the only media which has the highest reach as it is read by the old and young

population.”

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 CONCLUSIONS
Social media is working more as a search engine these days because people trust people

rather trusting companies. Also people think that it would be cheaper to buy from the

people directly rather than going to the company website. Hence, an area of interest is

searched on a social media and concerned people are found and communicated with.

Social media marketing creates a positive effect on many business markets such as financial

institutions, travel and tourism businesses, retail businesses, knowledge businesses,

entertainment industry, and so on. Since the process of social media marketing saves

money, time and is highly engaging and interesting social media marketing seems to be

the next big thing to hit the world as awhole.

One of the biggest advantages of social media marketing as opposed to traditional

advertising is that potential customers can be precisely targeted. For example, in Facebook,

if a person species that his area of interest is interior designing; his home page would

have advertisements of interior designers on it. Thus, it doesn’t seem to be a hassle for

the customer because they would definitely want to see those advertisements. As for the

business owner, he/she needs to pay only if a person clicks on his/her advertisements. Thus

it is a win- win situation for both the business owner and the customer.

Similarly small business start-ups should utilize the endless opportunities provided by social

media sites such as Facebook, Twitter and LinkedIn. The biggest advantage for small

business start-ups is that the amount of money to be spent on advertisements can be

massively cut down and brand building can be done effectively. As in LinkedIn which is

customisable, more than one products being sold by the same company can also be

marketed. This works perfectly for B2B clients who cater to more than one product from

the same verticals.

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In fact social media sites themselves are changing at a fast pace to keep up with the

marketing trend that is present today. Though LinkedIn was started for professional

networking, it has added much functionality recently which makes it an attractive

platform for business development. Likewise although Facebook is considered as a

medium for personal space, it is changing at a rapid pace to cater to the needs of businesses

as well. More companies are trying to market their products through Facebook. Twitter is

least preferred social networking website used for business development. The main

reason

for this is that Twitter is more demanding in terms of frequent tweets and more time should

be spent on it to respond to customer queries. However, Twitter is also changing to cater

to business development needs. Marketing Week (2012) reports that Twitter now

provides various tools for gauging the impact of promoted tweets. Now brands who want to

advertise on Twitter can customise their advertisements on the basis of what is working

for them. Thus all popular sites are into marketing and it can be seen as a good sign of

opening the horizons for a new way of marketing which cheaper, greener and more

effective.

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 RECOMMENDATION

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

focussed 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

(Wakolbinger, ). This will bridge the gap between those people who are active on social

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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.

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 BIBLIOGRAPHY

Websites

1. https:// advertising advertising.com/

2. www.wikipedia.org
3. https://www.socialmediatoday.com
4. https://avivdigital.in
5. https://www.forbes.com

6. http://www.academia.edu/

7. http://www.studymode.com/

8. https://www.bluecorona.com/

9. http://businessdirectories.com/

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 ANNEXURE

1. Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising,
brand building, promotions?

# Yes # No

2. Which is the most effective solution for brand promotion?

# Social Media # Print Media

3. Do you think social media marketing will help the firms to find their potential
customers?

# Yes # No # Maybe

4. Which social networking site are you most familiar with?

# LinkedIn
# Twitter
# My space
# Facebook
# YouTube
# Most of the above

5. Do you think the relative cost is much lesser as compared with traditional
advertising?

# Yes
# No
# Depends

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6. Is social media helpful for B2B firms in generating new sales/clients?

# Yes

# No
# It depends how reputed the firm is.

7. “Social media can be effectively used for various B2C clients to increase
sales.” Do you agree?

# Yes #No # Partially

8. Which one do you think is the most effective social networking site for
online marketing?

# Twitter
# Facebook
# LinkedIn

9. Do you follow your favourite brands on social networking sites like

Facebook, twitter and LinkedIn?

# Yes # No

10. If yes, why do you follow them?

# Just because you like that brands

# You are very keen to know about their new offerings
# To know how good they are in marketing

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