1 SUMMER TRAINING PROJECT REPORT On Digital Marketing Scope with Reference to Getit in Lucknow Region Towards partial fulfillment of Master of Business Administration (MBA) School of Management, Babu Banarasi Das University, Lucknow Submitted by Shivam Singh IIIrd Semester Roll No-1130672087 Session 2014-2015 School of Management
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SUMMER TRAINING PROJECT REPORT
On
Digital Marketing Scope with Reference to Getit
in Lucknow Region
Towards partial fulfillment of
Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow
Submitted by
Shivam Singh
IIIrd Semester
Roll No-1130672087
Session 2014-2015
School of Management
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DECLARATION
I hereby declare that the project work entitled “DIGITAL
MARKETING SCOPE WITH REFERENCE TO GETIT INFO
MEDIA IN LUCKNOW REGION” submitted to School of
Management, Babu Banarasi Das University as a part of the MBA
curriculum, is a record of an original work done by me under the
guidance of Ms. Priyanka Chowdhary (FACULTY OF BABU
BANARSI DAS UNIVERSITY) and Mr. Ankit Srivastava( DATA
MANAGER, GETIT INFOMEDIA, LUCKNOW) and this project work
is submitted in the partial fulfillment of requirement for the award of the
diploma of Masters in Business Administration. The results embodied in
this project have not been submitted to any other university or company
for the award of any degree or diploma.
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ACKNOWLEDGEMENT
“Knowledge is an experience gained in life, it is the choicest
possession, which should not be shelved but should happil y shared
with others”.
With immense pleasure, I would like to present this project report forGetit Infomedia Pvt Ltd. It has been an enriching experience for me to
undergo my summer training at Getit Infomedia Pvt Ltd, which would
not have been possible without the goodwill and support of the people
around. As a student of “BABU BANARSI DAS UNIVERSITY”, I
would like to extend my sincere gratitude and thanks to Mr. Ankit
Srivastava( DATA MANAGER, GETIT INFOMEDIA,
LUCKNOW), Ms. Priyanka Chowdhary(FACULTY OF BABU
BANARSI DAS UNIVERSITY) to shape my understanding towards
the project. It was because of their immense help and support that this
project has been duly completed.
However, I accept the sole responsibility for any possible error and
would be extremely grateful to the readers of this project report if they
bring such mistakes to my notice.
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Executive summary
“Digital marketing” is the process of building and maintaining customer relationships
through online activities to facilitate the exchange of ideas, products, and services that
satisfy the goals of both parties”.
In simplistic terms, digital marketing is the promotion of products or brands via one or moreforms of electronic media. Digital marketing differs from traditional marketing in that it involves
the use of channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isn‟t – typically in real time.
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Table of contents
Certificate from the Organization Bona-fide Certificate of Dean -School of Management
Declaration Acknowledgement Executive Summary
Chapters Page Nos.
Part I
1. Introduction2. Company profile
a. About organizationb. Organization chart
c. Aims and objectivesd. Any specific information of the organization
Part II3. Objectives of the study4. Research Methodology
a. Method of data collectionb. Data Sourcec. Sample designd. Universee. Sample typef. Sample sizeg. Sample Unit
h. Hypothesis (if any)i. Statistical tools to be used
5. Problems and Limitations
Part III6. Data Analysis & Interpretations7. Findings8. Suggestions/Recommendations9. Conclusion10. Bibliography11. Appendix
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PART-1
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INTRODUCTION
The term 'Digital Marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital marketing is often referred to as 'online marketing' or 'internet marketing'. The term
'digital marketing' has grown in popularity over time, particularly in certain countries. In the
USA 'online marketing' is still prevalent, but in the UK and worldwide, 'digital marketing' has
become the most common term, especially after the year 2013.
“Digital marketing” is the process of building and maintaining customer relationships
through online activities to facilitate the exchange of ideas, products, and services that
satisfy the goals of both parties”.
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing differs from traditional marketing in that it involves
the use of channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isn‟t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales
conversions, what content works and doesn‟t work, etc. While the Internet is, perhaps, the
channel most closely associated with digital marketing, others include wireless text messaging,
mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and
radio channels, etc.
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Why are people going online?
For information on a new product, service or location
If they have a question
If they are looking for help
If they want more information on certain individuals or organizations
Meeting attendants
Business contacts
General information (maybe about you…)
New employees
Available jobs
Etc.
With the constant growth of the web, and more people getting connected every day, digital
marketing has become a necessity for many organizations. This also includes small businesses
that wants to trade online and make a name for themselves on the web.
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There are many benefits of digital marketing
Over traditional marketing
Puts the consumer in control
Provides convenience
Increases satisfaction
Drives brand loyalty
Reduces the selling cycle
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Reduces the cost of sales
Builds your brand
Provides targeted results
It is measurable
Cost effective
Why Digital Marketing Is Important
Digital media is so pervasive that consumers have access to information any time and any place
they want it. Gone are the days when the messages people got about your products or services
came from you and consisted of only what you wanted them to know. Digital media is an ever-
growing source of entertainment, news, shopping and social interaction, and consumers are now
exposed not just to what your company says about your brand, but what the media, friends,
relatives, peers, etc., are saying as well.
And they are more likely to believe them than you. People want brands they can trust, companies
that know them, communications that are personalized and relevant, and offers tailored to their
needs and preferences.
What does digital marketing consist of?
Website design (user experience)
Search engine optimization (SEO)
Pay per click (PPC)
Social media marketing (SMM)
Email marketing
Display advertising (banner ads)
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Affiliate marketing
Content marketing
Online reputation management (ORM)
Manage Customer Relationships Across All Channels
Digital marketing and its associated channels are important – but not to the exclusion of all else.
It‟s not enough to just know your customers; you must know them better than anybody else so
you can communicate with them where, when and how they are most receptive to your message.
To do that, you need a consolidated view of customer preferences and expectations across all
channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this
information to create and anticipate consistent, coordinated customer experiences
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that will move customers along in the buying cycle. The deeper your insight into customer
behavior and preferences, the more likely you are to engage them in lucrative interactions.
Digital marketing objectives
One way to make sure you are found on the web is with an optimized digital
marketing strategy. Most digital marketing strategies and campaigns have
following 5 objectives.
Reaching the right audience
To engage with your audience
To motivate your audience to take action
Efficient spending on your campaign
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Return on investment (ROI)
Two different forms of digital marketing exist:
In pull digital marketing, the consumer actively seeks the marketing content, often
via web searches or opening an email, text message or web feed
Websites, blogs and streaming media (audio and video) are examples of pull digital
marketing.In each of these, users have to navigate to the website to view the
content. Only current web browser technology is required to maintain static
content. Search engine optimization (SEO) is one tactic used to increase activity.
In 2003, Martin et al. found that consumers prefer special sales and new
product information, whereas "interesting" content was not useful.
In push digital marketing the marketer sends a message without the recipient
actively seeking the content, such as display advertising on websites and news
blogs. Email, text messaging and web feeds can also be classed as push digital
marketing when the recipient has not actively sought the marketing message.
Some of the latest developments include: 1. Segmentation: more focus has been
placed on segmentation within digital marketing, in order to target specific markets
in both business to business and business to consumer sectors. 2. Influencer
marketing: Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital targeting. It is
possible to reach influencers via paid advertising, such as to summarize, Pull
digital marketing is characterized by consumers actively seeking marketing contentwhile Push digital marketing occurs when marketers send messages without that
GETITFREEADS is an online, voice and print advertising Service that provides a platform to its
users to buy, sell anything. The “Buy. Sell. Anything” theme of the website empowers the
consumers with simple, convenient and credible solutions for buying & selling various
products/services. What makes our service different from others is its USP that provides
placement of ads absolutely free for individuals unless they are promoting any business.
Consumers can place free ads in various categories like Vehicles, Properties, Jobs, Household
goods, Education/Tuition, Business/Service, Computers/mobile, Health/Holiday and Personal,
making buying and selling easy and effective.Mr. Sidharth Gupta, CEO of Getit group, took the initiative to introduce India‟s first print
classifieds, getitFREEADS, in four major cities including Chennai, Bangalore, Hyderabad and
Kolkata.
Our Online Ad Solution
getitFREEADS is an online advertising platform where-in we provide the clientele a service
to search for products as well as to post ads on our website,www.freeads.in . Our service
encompasses the term advanced classifieds.
Website consists of wide classification of products and services.
Classification ranges from vehicles, Jobs, Property/ Real estate, Household items, Computers/
Office equipments, Health to Education search and much more. getitFREEADS offer an online platform/portal to buy and sell your old products to people locally
and nationally.
It also offers a reliable platform to post free ads in multiple categories.
Free classified ads imply that individual users can avail this buy, sell, anything service for free.
We assure you that all the ads placed and contact details of an advertiser are very much
authentic.
Our Voice Solution
Our 24x7 voice service, available at 0444-444-4444, provides right answers and gives users
access to ask for products/services or post ads in multiple categories. It also provides relevant
and updated search results. It is easy for people at home, at work, or on-the-go to receive
information about products and services, matching their queries.
Our Print Solution
With the introduction of print classifieds, getitFREEADS has become the hub in
the South market for all the buyers and sellers of different categories/industries available locally
and nationally. All the ads placed and contact details of an advertiser are very much authentic.
Our purpose is to connect potential buyers with genuine sellers through our platform. Our
organization is armed with professional and experienced staff having a common aim to touch the
scope where our potential may fruitfully meet with the requirements of our clients, that too with
ultimate precision and cost-effectiveness.
Our vision is that getitFREEADS will be recognized and respected as professional,innovative, profitable information, and knowledge based online advertising and classifieds
platform.
Why Us?
It is available in multiple channels - Print, Online and Voice
All ads are placed absolutely free by individuals unless and until they are not promoting any
business.
Users can buy, sell, anything through this safe, secure and simple to use platform.
Products and services have been divided into multiple categories making the website convenient
for users.
getitFREEADS Delhi is a member of ICMA- INTERNATIONAL CLASSIFIED MEDIAASSOCIATION.
*getitFREEADS is a product of umbrella brand Getit, a part of one of the oldest and leading
media houses of India, Tej Bandhu group-established in 1923.
HOTDEALS
With latest deals from across India, Hotdeals provides deals on dining, travel, health, fitness and
hundreds of categories on-the-go with both email and mobile apps! We bring you the best
services and brands at your fingertip at the best possible prices.
Hot deals aims at making life more fun for consumers. Being India's best daily deals website, we
bring to you up to 90% discounts on dining, health and beauty services, travel and more. Ourvision is to make Hot deals your engine of discovery for what to do, eat and buy in your city.
With daily deals in close to 100 cities, we ensure that we reach
consumers in every nook and corner of the country.
Getit is India‟s leading Directional Media and Classified Media
company, connectingbuyers and sellers throught information products
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and services - including yellow pages, white pages directories, classified media, tele-information
services, online and mobile media.
GETIT offers comprehensive, reliable and relevant information solutions across all media,
becoming the preferred destination for buyers and sellers, aided by easy-to-use interfaces across
print, voice, online& mobile platforms.
GETIT has continually improved its product offerings and is widely accepted as the industry
leader in the directional media, yellow pages and search segment. GETIT has developed a brand
new categorization system and has completely revamped the usability experience of its products.
The new categorization provides a superb environment for advertising for businesses and make it
much easier to search for information for the user. Getit has products in local search and
classifieds.
GETIT has built a strong national infrastructure and professional team that delivers a
high quality of service, offering value for money. The company has a strong network of over 30
offices around the country with employee strength of over 1000.
Over the years GETIT has introduced many award winning features in its products to simplify
the search experience. In this regard, our new online interface allows efficient filtering of
information to arrive at the most relevant results, almost instantly
TRADEGET
Tradeget is the leading B2B Website, where one can find enormous business resource and
information in the field of international trade. Tradeget is committed to make the international
trading experience as simple and efficient as possible for manufacturers, exporters, suppliers &
buyers. Our site offers you services and tools that will alleviate your trading relationships and
nurture a sense of community among the like-minded business individuals. Our user-friendly
online medium offers cost-effective options for promoting exporters, manufacturers, suppliers
and their services all around the world.
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Tradeget provides global buyers and sellers with an integrated business solution to initiate and
expand international trade. We will open up a totally new world to you and you will surely find
what exactly you need!
What is Tradeget?
Tradeget is an endeavor to empower your business through the world-wide-web, connecting you
to national and international Distributors, Manufacturers and Service Providers. We work as a
channel among the global buyers and sellers providing you an opportunity to initiate the
expansion of your business and promoting your profile to the international traders.
Tradeget is offering an integrated business solution to take your business to a new height. Our
customized services are aimed at complete promotion of your business at an international level.
In addition to your presence on our platform we promote your URL, and also help the buyers and
sellers to find you in the most efficient and quickest way possible.
Our powerful business platform enables you to
Find information, communicate and transact with buyers and sellers
Promote/ advertise your company
Generate business offers/leads
Source products and information
Communicate with customers
Online product showroom / web presence 24 x 7
What you get from our B2B Portal?
Search, communicate and transact
Promote/advertise
Generate business offers/leads
Source product & information
Online product showroom
Web presence 24x7
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ASKME
AskMe, the flagship product from Getit Infomedia, is your one stop destination to find information relatedto anything and everything; be it restaurants, travel, matrimony, jobs, education, mobile, gadgets, etc. Wecater to your immediate and impulsive requirement of information on mobile, internet and voice. AskMehas an extensive directory of information from across India that is both accurate as well as diverse.
AskMe, launched in June 2011, is available 24X7 for consumers across all in India. Users can call on
4444 4444 44 (10 times 4) or logon to www.askme.com for information on companies, products, andservices. AskMe Voice service boasts of an extremely consumer friendly call flow, which works to ensurethat the customer gets real-time and accurate information.
As a business, you can reach your customers whenever and wherever they are looking for you using ourrobust and cost-effective service which is available across channels viz. mobile, internet, print and voice.
GETIT MALLS
GetitMalls is the an information portal from Getit servicing the Mallgoer in Tier 1/2/3 indian
cities. It aggregates information about all malls, its retailers and ongoing promotional schemes.
The portal allows a user to search for a mall/store based on Location, brand and category.
It has many user friendly features such as map based mall/store locator, city specific individual
mall and store pages, list of amenities in each mall, listings under each store, running promotions
under malls and stores etc. GetitMalls can be accessed online (www.getitmalls.com).
ASKMEONFASHION.COM is a fashion community which hosts a number of
ecommerce of portals. This website/site and the related services provided on
Askmeonfashion is owned, created, controlled and operated by Getit Infoservices
Private Limited referred as “Askmeonfashion”.
GETIT ASKME WEDDINGS
Wedding is the most beautiful moment in everybody‟s life and we at Askmeonweddings help
you in making your wedding moments memorable. From wedding planning to honeymoon tips,
we believe in giving complete and reliable information. The online stores at our community offer
a different experience of online wedding shopping. So you don‟t have to run for anything.
Askmeonweddings is an online platform that provides you extensive information at one place.
You can plan your dream wedding with an ease by leaving all your worries behind.
What you can do at Askmeonweddings:
Join the wedding community
Plan your Wedding Day as per your budget
Calculate your Wedding budget
Buy wedding costumes, bags, and accessories
Get wedding checklist
Add guests to “Guests List”
Create wedding albums
Find vendors and wedding planners
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Get the best wedding deals
Attractive honeymoon deals available
Information on trendy wedding outfits
Insight on functions and rituals
Pick a right wedding venue
Plethora of wedding gifts to gift to the newlywed
Get the best wedding tips on beauty, costumes, shopping, travel and more
Find transport services
Select and send wedding e-cardsto family and friends
Plan a wonderful honeymoon trip
Wedding and marriage advices and tips from experts
Share your wedding and marriage stories
Share wedding and marriage jokes, poems, cartoons and more
GETIT EDUCATION
Getit Education is an online community that offers comprehensive information of various aspects
of education in India and abroad. It helps students to make a bright career by giving them a deep
insight into all colleges, institutes and universities across the globe. It provides inclusiveinformation about courses like Diploma, Graduation, Post-graduation in a range of education
domains like Arts & Science, Medical, Engineering, Management etc.
In a nutshell, Getit Education is one of most comprehensive education communities available
today on the web to supremely cater students on education in India and abroad.
What Getit Education offers to students?
It offers information of various courses, fees structure, and qualification norms of many
universities in India and abroad.
It offers previous-years‟ test papers of various exams to facilitate better preparation for students.
The community offers precise time-table and information of various entrance tests/exams
conducted across India and abroad.
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It provides application forms of various exams to offer convenience and sense of ease to
students.
The community gives students an opportunity to search colleges and institutes in many Indian
cities to pursue their dreams and make a bright career.