A

RESEARCH PROJECT REPORT ON

AN ANALYTICAL STUDY OF DIGITAL MARKETING AT

Submitted for

Partial Fulfillment of the Requirement of Two Years Full Time Course

in Master of Business Administration (MBA)

Session - 2022-2023

Supervised by Submitted by
Dr. Shilpa Kanthalia Rohit Maheshwari
MBA IV Sem.
Enrol No. – 2K21/2320

Faculty of Management Studies

Janardan Rai Nagar Rajasthan Vidyapeeth (Deemed to be University)
Pratap Nagar Udaipur (Raj.) – 3130003

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 DECLARATION

I, hereby declare that the work embodied in my Summer Training Project, entitled “DIGITAL
MARKETING” is my own bonafide work carried out by me under the supervision of Ms. Anita
Shukla, Dean FMS, JRNRV University and Dr. Shilpa Kanthalia, Mentor & Prof. FMS, JRNRV
University. This work is original representation of 45 days internship at MATTECURVE
TECHNOLOGIES PVT. LTD. I have fulfilled all the requirement mandatory for the completion
of the summer training program.

Date Name: Rohit Maheshwari

Signature

(Class: IV SEM FMS)

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 ACKNOWLEDGEMENT
“I could tell where the lamplight was by the trail he left behind him.”

-HARRY LAUDER

The profound effect of these words dawned on me during my summer

training at MatteCurve Technologies Pvt. Ltd. I feel immense pleasure in
expressing my deep sense of gratitude to the whole team of sales & marketing
dept. at MatteCurve Technologies Pvt. Ltd. for their professional guidance and
encouragement.

My sincere thanks to Mr. Onkar Lal Janwa (Founder & CTO) for his timely
help, valuable suggestions and for giving me an opportunity to work in this
esteemed organization.

I owe immense gratitude to Mr. Kanishk Bansal (Sales Head) without whose
thoughts this project would not have been possible.

I am grateful to Mr. Akshay Sharma (Manager, HR) for his kind cooperation
and support throughout the training period.

Lastly, I pay my sincere gratitude to the almighty and my dearest family, the
backbone of all my endeavours without whose patronage my efforts would not
have borne fruits.

Rohit Maheshwari

EXECUTIVE SUMMARY

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 This is the internship report based on the six-week long internship program
that I had successfully completed in MatteCurve Technologies Pvt. Ltd. under
Marketing, Sales, Financial Analysis & Content Creation across various
communication channels along with feedback as a partial fulfilment of the
requirement for the award of degree of Master of Business Administration.

As being completely new to practical, corporate world setting, every hour

spent gave me some amount of experience all the time all of which cannot be
explained in words. But nevertheless, they were all useful for my career. 

My purpose of the study was to deeply understand on how organizations

maintain channel satisfaction and whether their customer base is relishingtheir
alliance, or it needs improvements. My research is primarily descriptive. To sum it
up, the intention was to find out how companies strategically maintain channel
satisfaction and whether the company reaps benefit from this loyalty while creating
competitive advantage or not.

MatteCurve Technologies Pvt. Ltd has a rich and diverse customer base
since their inception. First two weeks of my internship program, I have worked on
the service range and prospective clients along with scrutinizing the existing client
base, followed by the surveys in the last few weeks. It was so kind of their
chairman to allow me to attend few meetings along with him, imparting
unparalleled business wisdom. My personal views and my value addition are
included in the report.

PROJECT OVERVIEW
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STAGE-I: Readings for having a basic understanding of the project:

The first stage involved extensive reading of various magazines, books, internet websites etc. to
have an idea about the chosen topic of interest that is “Business Development and Marketing
Strategy Techniques used by the organizations.” Various magazines like The Corporate
Magzine, books based on Marketing & Sales etc. were read for the aside purpose.

STAGE-II: Collecting data relating to psychometric testing:

This stage involves collecting data with respect to the chosen topic of interest. Secondary data
for this purpose was collected from various sources such as Marketing & Sales books, books on
Influencing & Selection magazines, journals, internet etc.

STAGE-III: Questionnaire designing and primary data collection:

In this stage a questionnaire was designed under the guidance of our faculty, to collect data
relating to the topic from marketing strategies personnel working in different organizations. This
questionnaire was then circulated in the entire organization so that relevant data could be
collected.

STAGE-IV: Data analysis and conclusions:

In the final stage of the project the data so gathered was interpreted and analyzed. Upon analysis
of data conclusions were drawn and the findings were finally added to the project report.

TABLE OF CONTENT

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S NO. TOPIC PAGE NO.

1 Introduction
a) About The Company 8 - 14
b) About The Topic 15

2 Research Methodology
 Rational of the Study and Issues emerged
 Objective of the Study
 Hypothesis

RESEARCH DESIGN
 Sampling Design
 Universe of the study 16 - 56
 Sampling Methods
 Sample Size
 Data Collection Source
 Primary Data
 Secondary Data
 Data Analysis tool & Techniques
Limitations of the Study

3 Data Analysis and Interpretation 57 - 69

4 Conclusions 70

5 Suggestions 71

Bibliography 72
Annexure 73 - 75
INTRODUCTION

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 MATTECURVE TECHNOLOGIES PVT. LTD.

MatteCurve is a technology and engineering consultancy for businesses. At MatteCurve,

collaborate to deliver the best technology and engineering solutions that can scale your business
by 10X. It help our clients build solid software applications and websites that enable them to
reshape their business and grow. It offer end-to-end software development services and have
clients across the globe.

It focus on research based solutions. Our customers trust us because we are transparent
and honest. Itake full pride in the quality work we do and that's what makes us unique.

Transform Your Vision Into Reality

We transform your vision to build a great product or website into reality sooner than you
expect. A strong team and strong performance makes it easier to achieve goals.

As a consultancy, MatteCurve provides technical expertise and project leadership. It will help to
build your strategy, enact best practices to ensure a maintainable and sustainable product, and
help your team level up along the way.

Services

We are a large team of highly expert javascript developers, ready to build products with
your great ideas.

1. Software Product Engineering

We help our clients build a web presence, mobile presence and connect with their customers.
Our software product engineering services include web development, mobile app development,
and MVP development.

2. Application Services

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We help our clients expand their existing teams to speed up the development and launch sooner.
Our experienced team can do long-term maintenance for your applications.

3. Digital Growth

With our digital marketing and search engine optimization expertise, our customers grow
exponentially.

Company Overview

MatteCurve is a technology and engineering consultancy for businesses from India.

MatteCurve collaborates to deliver the best technology and engineering solutions that can scale
your business by 10X. MatteCurve offers end-to-end software development services and has
clients across the globe. Hire a dedicated team from MatteCurve today!

We are agile

In the first week of onboarding a project we discuss with our clients to choose the working
process, does he/she has available to communicate day to day with our developers or they want
to communicate on a weekly basis. It does not make much difference for our expert developers.
Being agile our main focus is to build small shippable features, release early and get feedback
from our potential customers.

A+ engineers building your products

We hire A+ engineers through our unique hiring process. Our expert developers write secure
well-documented code, write test cases and communicate every detail with the clients. Our
engineers go through a process of understanding the requirement and resolve their queries first
and then they start writing code.

Build product with strong architecture and well written test cases

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We love writing test cases and we have a solid scalable architecture to start any project
quickly.We don’t write code for just today but the code written by us can be extended easily in

the future.

Automated deployment process

We have an automated process where it does not require manual intervention to deploy web or
mobile apps. This helps our expert developers to focus on writing code instead of being worried
about deployments. It saves your money.

We have research first approach

After onboarding your project, the first week is for research. It may not require if the client has
well-written documents but in most cases it requires. We will do domain analysis, build domain
communication architecture and break down the work we need to do to complete the project.

Expert Solutions

We are solving incredibly complex problems for out clients. Here are some examples.

1. BlueTickMe

BlueTickMe offers access to restaurants, bars, nightclubs, and events worldwide.

Our team worked for over six months to build the backend system of this platform. We used
Node.js, MongoDB, and GCP as the tech stack. Secure access was implemented using
fingerprint.

2. TheRemoteWork

TheRemoteWork is a growing remote work community. TheRemoteWork is the best destination

to find and list remote jobs.

We have built this product using Laravel, Node.js, and MySQL and deployed it on the Linode
server.

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 3. VideoFeedbacks

VideoFeedbacks is a platform to collect video feedbacks from your customers.

We have built this product using AngularJS, and Firebase and deployed it on the Linode server

4. BlackGentry

BlackGentry is a dating app.

The app was having performance issues and we have worked with the client to fix Node.js
performance issues on the product.

Services

MatteCurve Technologies partners with clients from startups to Fortune 500s to create end to end
solutions. Focusing on JavaScript as our core technology, we utilize React.js, React Native,
Node.js, Angular.js to design and build web apps, mobile apps, cloud services, open source
software, and more. At MatteCurve, we offer below services:

Software Product Engineering

We help our clients build a web presence, mobile presence and connect with their customers.
Our software product engineering services include web development, mobile app development,
and MVP development.

Application Services

We help our clients expand their existing teams to speed up the development and launch sooner.
Our experienced team can do long-term maintenance for your applications.

Digital Growth

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With our digital marketing and search engine optimization expertise, our customers grow
exponentially.

BENEFITS OF HIRING DEDICATED DEVELOPERS

1 Improve Project Outcomes

2 Cost-effective

3 No investment On Hardware/Software Requirement

4 Get Access to Skilled Developers

5 Agile Approach

6 Collaborative Engagement

7 Painless Project Management

8 Greater focus on business

With its growing popularity, more and more enterprises will experiment with this simple yet
performant JavaScript environment. Fortune 500 companies favor Node.js over other
frameworks. Node js has been used by companies like LinkedIn, Netflix, Uber, Trello, PayPal,
NASA, eBay, Medium, Groupon and many more.

Build high performing, scalable and efficient custom applications using

developers.

MatteCurve is one of the best JS Tech Stack development company in India. We are a JavaScript
company and have dedicated developers working remotely. We work with fortune 500
companies and startups to build end-to-end solutions based on JavaScript ecosystem. Share your
requirements and hire developers within 7 days.

Quickly build a new product and bring it to the market with MatteCurve
Team.

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A complete process of delivering a new product or improving an existing one for customers.

A clear product development process gives companies a way to explore new product ideas and
learn what customers want in the early stages of conceptualization. The objective is to ensure
that the new or enhanced product satisfies a real customer need and helps the company reach
business goals.

The first stage in any product development process is to identify and analyze the business
opportunity — this can be how you serve external customers or build internal products for the
organization. Before a concept moves to implementation, you must determine if and how it
supports overall business objectives. A feasibility study, for example, can help teams determine
whether a concept has the potential to be successful before a full go-to-market investment is
made.

Product developers are skilled in specific technologies with domain knowledge. Product
developers have a mindset of doing research, asking product relevant questions, and solve those
problems using their skills.

KEY POINTS

1.  Building a marketing fit product in not easy like building a simple mobile or web app.

2.  Agile product development helps to get early feedback on the development.

3.  Jira or similar softwares are used to track progress and document all the requirements.

4.  Automated deployments help a lot in product development as it reduces time spent on

releases.

5.  Product manager is a key person in product development.

6.  Product development should be started with clear vision only.

7.  A product development road map helps to understand what we are going to develop next and
it creates more impact.

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8.  Product development also includes developers, designers, quality testers, content writers,
SEO specialists, Digital marketing specialists, data analysts, scrum master, etc.

9.  In product development we focus on solving a problem and multiple iterations are done to
improve performance or user interfaces.

There is a new startups every week with some funding news. Most of the startups are built
around a product. Hire Dedicated Developers in India from MatteCurve to grow by 4X.

How do you assure that my project or idea is secure with MatteCurve

Technologies Pvt. Ltd.?

Before we start detailed discussion we would sign non-disclosure agreement (NDA). Every
resource who works with us signs Non-Disclosure, Non-solicitation, and Non-Compete
Agreement on the first day of joining our company.

How do you communicate and share progress?

We are AGILE. We communicate our progress every day through slack or email. We use JIRA
for tracking of tasks and every task is updated properly with proper description and stages like
Open, Inprogress, Completed, Tested and Closed.

What should be the minimum size of the team, I have to hire?

You can hire only 1 developer or a complete team, we have no limit.

How do you assure that the quality work will be done with proper
documentation?

We are very thoughtful about the code we write. All of our developers are trained to write very
good code. We have code review policy. If you are hiring a team, they would do code review of
peer developers and if you are hiring a 1 developer, some one from engineering would make sure
that the developer is writing good with proper documentation.

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Do you have enough resources to scale my team?

Yes. We have a trained in house team who are experts in javascript technologies. Also we have a
community of 1000+ developers, so we can find a resource immediately when we need.

What are the payment terms?

Monthly Payments. We usually take first month payment in advance

Building a software version with core features and minimalist design, using
basic infrastructure.

In minimum viable product (MVP) development, only core features are developed and release to
limited users to validate the idea. Features and user interface should not be perfect in mvp.

In MVP development, only those features should be included which can help to validate your
idea. User interface should not be much important but it should explain the feature clearly. In
mvp we don't use large infrastructure as we want only limited users to use the mvp and give use
feedback quickly. MVP should be developed quickly as there is no standard timeline but it
should be quick.

MVP developers are not different than product / software developers but they should be well
expert in quickly building and releasing the product.

RESEARCH METHODOLOGY

RATIONALE OF THE STUDY

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I have taken the topic “Business Development & Marketing Strategy” for the project. The main
reason and rationale behind choosing this topic is the importance of these activities in the welfare
and progress of the company. Being a Sales Head, one has the responsibility of growing the
company since all know the main asset and strength of any company is its personnel. If there are
many leads for the company, company will grow but if selection for the candidates is not
appropriate, company can never progress. Importance of recruitment and selection can further be
clearer by the following points:

Such research helps companies to understand the demand and supply of the market. Using such
research will help businesses reduce costs, and create solutions or products that are targeted to
the demand in the market and the correct audience.

Business research is the first step that any business owner needs to set up his
business, to survive or to excel in the market. The main reason why such research is of utmost
importance is that it helps businesses to grow in terms of revenue, market share and brand value.

The significance of research in a number of fields of applied economics, whether associated with

business, industry, commerce, trade, services or to the economy in general, has tremendously
increased these days. The extremely complex character of business, its size, fast changes in
technology etc, has focused attention on the utilization of research in managing operational
problems.

Research creates benchmarks and helps a business measure its progress – If you don’t
measure you may not be able to evaluate how well your business is performing. Early research
may identify glaring holes in the service or issues in the product, regular research will indicate if
advancements can be made and, if positive, may help inspire a team.

Research is a crucial part of any business which wishes to provide goods and services which are
focused and well targeted. Business decisions which are according to good research can reduce
risk and pay dividends in long run.

OBJECTIVES OF STUDY

 To study the various services offered by MatteCurve.

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 To get an empirical view of MatteCurve Technologies Pvt. Ltd.
 To generate quality leads and do sales.
 To know the satisfaction level of employees towards the existing sales and marketing
process, also sales through linkedin.
 To find out the process of sales through Email Marketing (Either Cold / Targeted)
 Finding other ways to do sales either through content, posts or any other way
 To study the software tools such as Sales Navigator, SalesQL and Hubspot.
 To identify the internal and external sources of sales and marketing.
 To check validity of marketing & sales procedure according to current competitive scenario.
 To find out the effectiveness of the methods used for the Sales & Marketing.
 To find out how the employees met with the difficulties in the process of sales.
 To find out the demographic profile of companies accross the globe through hubspot.
 To find out how to upload leads on hubspo.
 To do sales and generate revenue.
 To ensure that other team members generate quality leads.

RESEARCH OBJECTIVES

The primary objective is to study, understand and analyse aspects related to various Sales &
Marketing Techniques at MatteCurve Technologies Private Limited, Udaipur

What MatteCurve do: - Provides in-house teams for custom software development - Provides
dedicated remote developers specialised in JS Tech Stack (Node.js, Angular, React, MongoDB) -
Develops Sass applications in one week with our in-house software development tool kit -
Consultancy to businesses looking to build great products

RESEARCH DESIGN

Sampling Design:

The research problem have been formulated in clear cut terms, the researcher will be required to
prepare a research design, i.e., she will have to state the conceptual structure with in which
research would conducted. The preparations of such a design facilitate research to be as efficient

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 as possible yielding maximal information. Research design may be grouped in four categories,
viz.

a). Exploration

b). Description

c). Diagnosis

d). Experimentation

SAMPLING METHOD

I decided to study the companies who play an important role in the lead generation process and are also
in the committee for the formation of sales description.

Data Collection Method used in this project is:

Primary data

a. Lead Generation

b. Sales Process

c. Questionnaires

Secondary Data

a. Published Sources
b. Unpublished Sources.
c. Websites

SAMPLE SIZE: -

25 Company Data.

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Data Collection Sources:-

The task of data collection begins after a research problem has been defined and research
design/plan chalked out. The collection of data is done to support tour findings and interest the
result whether the result you have found in according to your hypothesis or not. The data can be
collected by various methods. These are broadly classified into two ways, as follows:

 PRIMARY DATA
 SECONDARY DATA

Primary Data:-

The primary data are those which are collected a fresh and for the first time and thus happen to
be original in character. We collect primary data during the course of doing experiments in an
experimental research. It is the first hand data and nobody else has collected this before. There
are various ways of collecting primary data, these are as follows:

1). Observation method

2). Interview method (Face to face communication)

3). Questionnaires

4). Schedules

5). Other Methods

SECONDARY DATA:

1. From Internet
2. Magazines and News Papers
3. Government Publications
4. Company Balance Sheets.
5. Reports and Records

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6. Flow chart and Tables

Scoring & Analysis

 I have used Likert scale method for scoring the survey. It’s a Psychometric method

LIMITATIONS

 This research is conducted on a sample size, so it might be possible that the information given by
such respondents may not match with the replay of total customer available in the store that time.

 The time constrain was a limiting factor, as more time was required to carry out study on other
aspects of the topic.

 The result and analysis based on the customer survey method and small sample size has taken only
120.

 Findings are related to particular areas.

Some other limitations: -

1. There are be some error in choosing the perfect company for pitching due to non-
availability of the data at the working site of some personnel reasons and also because of
company’s privacy; we were not allowed to get in touch with them.
2. Due to personnel biases and other reasons, the companys’s data are limited, which can
affect the analysis and other facts.
3. Less availability of time for the research work.

4 . Difficulty of timely published data.

Marketing – Promotion Strategy

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Promotion is the method you use to spread the word about the product or services to customers,
stakeholders and the broader public. Once you have identified your target market you will have
leave a good idea of the best way to reach them, but most businesses use a mix of advertising,
personal selling, referral, selling, sales promotion and public relations to promote their product or
services.

1. Advertising

2. Selling

3. Sales Promotion

4. Public Relations

Sale & Marketing Promotion Strategy of MatteCurve Technologies

Creating a sales and marketing promotion strategy requires a through knowledge of your
company’s products, competition and overall mission. Sales and marketing promotions
strategists must first be able to identify which segment of the general public might be interested
in purchasing products. For in6, targeting core man penciling Barbie dolls likely wouldn't yelled
positive results. Sales and marketing promotions strategies also must be creative in promoting
their products.

Markets

Marketing a product goes beyond just the vision aspect of age group and gender. Strategies have
to factor in life styles, income and location, as well as what is trendy. They conducted research
and polls to discover what the public like about their products, or what the public would do
differently. They also need to find out way people are choosing not to buy their products.

Promotions

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A good sales and marketing promotions strategy involves a sure-fire method to reach its
audience. This involves designing graphics to creative catchy jingles for advertising.

Sales and marketing strategies push their products and services from a different venues, such as
broadcast and print advertising, billboards, and email newsletters. Other from promotions
includes offer discounts on product or rewards for purchasing a certain degree of services.

Competition

Sales and marketing promotions strategies focus must focus heavily on what the competition is
doing, and how it goes about promotion its on product. Strategies have to ask if what the
competition is doing is successfully, and if so why. They also need to be aware that they can
infect learn a lot from the competition and if necessary, children competitions ideas and make its
their own much like Coke and Pepsi, or Burger King and McDonald’s, all do on a regular basis.

When it come to making a purchase, the first thing a customer typically observed in the cost. It's
up to sale and marketing promotions strategies to figure out how much a customer is willing to
pay for a product, factoring in how much it cost to manufacture the product. There is also the
location factor, where prices for the same product might need to vary by region.

Supply and demand

Along with knowing the many factors of purchasing products and services, sales and marketing
promotion strategies keep track of inventory, making sure that are enough item available to meet
by a demand. If another company is manufacturing the product, they have to make sure order and
place and that products arrive in good condition. Where and how the store or display item may
be another consideration.

How to design a sales promotion strategy

For a sales promotion strategy to be successfully there need to be a plan in place. When you
design a sales promotion strategy, you need it to make sure that the company is getting the best
return on investment and good marketing exposure in exchange for the promotional part of the
strategy. If a company is using a buy one, get one free promotional strategy, then their needs to
be sufficient return for the item that will be given for free to make sales promotion a success.

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Researching sales representatives

Step 1

Determine if you want the sales promotion to be a short-term or long-term promotional. For a
product just being introduced, you will want to use a long-term promotion to help establish the
product in the sale representative minds. A product that is at the end of life would be short term
promotion as you are trying to get old product of shelves.

Step 2

Create a space based promotion for your product that will entire sale representatives to want to
push your product will stop the space can be done on a per unit basis where every unit sold get a
bonus, or you can create a space based on volume where the bonus is not paid until the certain
value of sales is read.

Step 3

Develop a registration system that will require sales representatives to sign up to be part of the
sales promotion. Registration will not only track sales value for each representatives, if it can
also be used as a contact database for future sales promotion involving sales representatives.

Step 4

Create marketing materials that outline the complete program to sales representatives, gives
registration information and of a sales pitch information that representative scan used when
trying to sell out your product.

Step 5

Create a retail display that gives all the offer detail of the promotion to be placed in all of your
retail outlets.

The impact of advertising & sales promotion in revenue

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While the two terms are often used interchangeably advertising and sales promotion designate
different parts of a business marketing strategy. Advertising has to do with bundling brand
reorganization and taking measure to build long-term profitability. Where as sales promotion are
short-term strategies that infuses immediate revenue into a business by directly affecting the
price of goods or services will stop while both can potentially affect revenue, sales promotions
have a direct connection to the amount of money for businesses bring in.

Increasing value

Advertising can help your business to increase its value and build its reputation. This can happen
in two ways are there for the purchase of advertising space in magazines, newspapers, social
media or other outlets, or throw editorial coverage, editorial coverage is the aim of many small
businesses will stop it cost you virtually nothing and can have long-lasting impact on building
your farms reputation is initially this is about generating public relations. Make contacts with
your local newspaper, community organizations and social clubs. Take part in promoting non-
profit events or sponsors a little legal team. All of these are ways to get your business name out
in the public without spending money directly on advertising.

Brand reputation

Apart from this more traditional means for increase brand value your business should also be
concerned with its brand reputation. A solid brand reputation will directly affected revenue as
customer will feel safe and secure in purchasing goods and services from your company.
Reputation manage it is about understanding their influence of customer perception on your
business revenue prospects. The Idea hair is tremendous customer expectations to respond
quickly to problem or issue and to always conduct your business in an ethical way. This concern
with reputation should extend through all forms of marketing and advertising and your approach
to customer service.

Sales promotions

Sales promotions are meant to directly drive revenue. There are many way to go about sales
promotion, all of them to do with communicating and adding value or incentive to your
consumers. For example, you can offer a free trial of a product or services, issue coupons, offer

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rebates, or hold contest for free goods. All of this methods aim to get customer in your business
to spend money.

Bring it together

As you might have guessed, marketing, advertising and sales promotion to do not exit in
isolation businesses read a good mix of all this method to encourage both short and long-term
revenue and growth. The goal is to keep your business is profitable and to keep a good reputation
in the community and among your current and potential customers will stop by balancing value
increasing activities with the direct investment in advertising and sales promotion for businesses
can purpose.

Direct Sales Vs Promotion

Direct sales and sales promotion are two major component of the promotional of marketing. The
marketing mix outline four critical strategy marketing element –product , place ,price and
promotion. When marketing a product, sold through specific distribution channels and at certain
price, various strategy such as advertising, direct sales and promotion are common.

Direct Sales Basics

Direct sales involves person-to-person selling in which a company salesperson communicates the
benefits of product and services to prospective customer. This can happen in business-to
business, trade channel or consumer markets. Direct sales is a more assertive marketing approach
in which companies use salesperson to personally present persuasive message to customer, listen
to their feedback and concern, and attempt to close the deal by responding effectively to those
concern.

Pros and Cons

Direct selling is more personalized and engaging than other type of marketing. Salespeople
personal interact with customer face-to-face, whereas with traditional advertising messaging are
delivered through media with the hope of a consumer response, to build effectiveness long-term
relationship with key customer. Cost of employing salespeople and the potential alienation of
customer drive away by high pressure selling tactics are drawback.

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Promotion Basics

Sales promotion is a form of advertising that focus on short-term sales investment.Sales

promotion and

customers with price discount or other price oriented benefits. This separate promotions from
band brand building advertising that focus on the long term question sales promotion centre on
the price side of the value equation which main consumer receive value as a concept comparison
of price and product benefits. Sales promotions suggest a good value because of reduced reduced
price point but constant benefits.

Tactics and Goals

Coupon, of price discount, rebates and recent of sales are among common sales promotion
technique. Companies use sales promotion for a variety of reasons. New companies use them to
drive instance traffic. Clearing out excess inventory is an other common intention. Additional e
companies use sales promotion to attract customers in hopes of also selling higher margin
products. Generating immediate cash flow to cover short term depth and expenses obligation in
another common and important purpose of sales promotions.

Sales promotion advantages

A sales promotion is a marketing technique that is designed to entice a customer to take a

specific action such as making a purchase or request more information. sales promotion usually
occurs for a limited period of time helps create a sense of urgency. Example of sales promotion
and include coupons free trial periods and discount to name a few. Face promotion of para
number of advantage to other owner of a small business.

Luring new customer with price

By offering a reduced price on a popular item you can deliver customer away from competitors.
Which may ultimately help them into shoppers. For example, if you own a small electronic store
that’s competitive with the retailer offer a discount price on a popular cell phone model for a
limited time on stock. If you serve the customer well during the purchase process they may be
willing to be come back.

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Gaming community favor

Create a good name for a business by standing a promotion that supports a worthy cause. For
example, if you your town need of new fire engine or police car donate a portion of customer
purchase at your business to the cause. You will be your community, which is a Win-Win for
everything when male lead to more business for you.

Encourage repeat purchase

Business like airlines and hotels successfully used reward program to encourage customer
loyalty and you can do the same for your small business. If you’re on a coffee shop for instance
give customer a reward card that 23you hole- punch it time they may purchase. After the make
fue for 10 purchase they can redeem the card for a cup of coffee.

Entice reluctant consumers

giving away free product for services is a good way to get people to try them for a first time
which may lead to a purchase. if you're on a dial and you have added a new Sandwich to the
menu pass out small samples to each of your consumer as they come in the door. Session to get
people to give you a try.

Providing information

A sales promotion can help you providing information to potential customers that aids them in
making a decision. This can be beneficial for a products or services that are complicated for are
and unfamiliar to consumers. For example, if you are a financial planner and you are attempting
to gain clients in the area of retiring mint Pan link a free seminar allows you can explain what
you do and how sum investment product work.

Objective of sales promotions

Sales promotion is a marketing technique usually design to last for relative short time. Common
sales promotion technique can include special pricing coupon and staging events to gain
publicity. Small businesses can make use of sales promotions to attack achieve a number of
specific business objectives.

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Keep exciting customers

Sales promotion can be grade 2 word keeping exciting customer specially if a new computer is
opening nearby. For example, a barber shop owner can Mel coupons to all of his existing
customers to take attention away from our competitors grand opening event. Dry cleaners could
implement a refer program where he gives exciting customer discount when they refer new
customer to make purchase which can help build consumer loyalty.

Inventory clearance

Special promotion can help you clearing inventory to make room for seasonal or new
merchandise. If you’re on a clothing boutique for example you may need a to advertise a reduced
price on winter clothing to make room for spring and summer fashions. The owner of a gift shop
can conduct a clearance sales on Halloween merchandise to make a room of Christmas products.

Reaching new market

A promotion can be a way to reach a new segment of a market. For example, if you operate a
bakery and you are unwilling a new line of pastries you can generate a promotion to get people
to come your bakery and try them. Your promotion can offer a discount price for additional of 1
item such as a coupon of coffee.

New product launch

A sales promotion can help you introduce a new product to a market place. For example, if new
operator bakery and building a new line of fisheries you can generate a promotion to get people
to come to your bakery and try them. A promotion can offer a discount price or additional of free
item sets coupon.

Increase brand awareness

Assess promotion can help increase awareness of brand which can ultimately lead to additional
sales. For example, by sponsoring a charity event that are charity because or Rafael you can
make people in the community aware of your company in a positive way which can lead a them
increasing your business

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What is Digital Marketing?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

So, how is digital marketing different from traditional marketing?

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

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

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

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

driving customers’ buying behavior.

Digital marketing is a way to promote brands and products online and through other digital
channels. In addition to their website, a company might also use PPC and display Ads, email
marketing, mobile technology like smartphones, social media, and other mediums to attract and
engage their target consumers.

What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation through all the

digital channels -- both free and paid -- that are at a company's disposal. These channels include

social media, the company's own website, search engine rankings, email, display advertising, and

the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each

channel so they can properly measure the company's performance across each one. A digital

marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of

that traffic coming from website visitors who found a page of the business's website via a Google

search.

Digital marketing is carried out across many marketing roles today. In small companies, one

generalist might own many of the digital marketing tactics described above at the same time. In

larger companies, these tactics have multiple specialists that each focus on just one or two of the

brand's digital channels.

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Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical

marketing, digital marketing can occur electronically and online. This means that there are a

number of endless possibilities for brands including email, video, social media, or website-based

marketing opportunities.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with

customers where they spend much of their time: online. From the website itself to a business's

online branding assets digital advertising, email marketing, online brochures, and beyond --

there's a spectrum of tactics that fall under the umbrella of "digital marketing."

The best digital marketers have a clear picture of how each digital marketing campaign supports

their overarching goals. And depending on the goals of their marketing strategy, marketers can

support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads

from a new eBook the business recently created. The company's social media marketer might

then help promote these blog posts through paid and organic posts on the business's social media

accounts. Perhaps the email marketer creates an email campaign to send those who download

the eBook more information on the company

Here are the main types of digital marketing you should consider for your business.

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1. Content Marketing

Content marketing is a type of digital marketing that focuses on creating and distributing content

for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its

ultimate goal is to drive a profitable customer action.

The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart

from traditional spammy advertising. The target audience should want to seek the content out

and consume it.

2. Search Engine Optimization(SEO)

SEO, or Search Engine Optimization, is the process of getting quality traffic from free, or

organic, search results on the search engines (like Google and Bing).

It’s important that the traffic you drive to your website is relevant to your industry. If you

manage to attract a high volume of visitors searching for Macintosh computers while what you

actually do is selling raincoats, the traffic will do you no-good.SEO is one of the most important
types of digital marketing. By optimizing your content for

search engines, you can increase a steady stream of relevant traffic that will only grow over time.

Without search engine optimization, people simply won’t be able to find you on the Internet.

What is SEO and how it works?

In other words, SEO involves making certain changes to your website design and content that

make your site more attractive to a search engine. ... SEO is the process that organizations go

through to help make sure that their site ranks high in the search engines for relevant keywords

and phrases.

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Best Search Engine Optimization (SEO) Tools:

1. A hrefs: SEO Keyword Tool

A hrefs is one of the most recommended SEO tools online. It’s only second to Google when it

comes to being the largest website crawlers. SEO experts can’t get enough of Ahref’s Site Audit

feature as it’s the best SEO analysis tool around. The tool highlights what parts of your website

require improvements to help ensure your best ranking. From a competitor analysis perspective,

you’ll likely use Ahrefs to determine your competitor’s backlinks to use them as a starting point

for your own brand. You can also use this SEO tool to find the most linked to content within

your niche

2. Google Search Console: Top SEO Tool

Offered for free to everyone with a website, Search counsel by Google lets you monitor and

report on your website’s presence in Google SERP. All you need to do is verify your website by

adding some code to your website or going through Google Analytics and you can submit your

sitemap for indexing. Although you don’t need a Search Console account to appear in Google’s

search results you can control what gets indexed and how your website is represented with this

account.

3. SEMRush: Marketing SEO Tools

Marketing SEO tools like SEMRush tend to be fan favorites in the SEO community. Experts

love that you can easily assess your rankings and changes to them as well as new ranking

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opportunities. One of the most popular features of this SEO tool is the Domain Vs Domain

analysis allowing you to easily compare your website to your competitors. If you’re looking for

analytics reports that help you better understand your website’s search data, traffic, or even your

competitors, you’ll be able to compare keywords and domains. The On-Page SEO Checker tool

allows you to easily monitor your rankings as well as find some recommendations on how to
improve your website’s performance. Liraz Post an, a Senior SEO & Content Manager at Out

brain, recommends SEMRush as one of the best SEO tools. She says, “My favorite SEO tool is

SEMrush with the feature of “organic traffic insights”. This feature lets me see all my leading

articles with one dashboard, along with keywords related, social shares and word count- lets you

a quick overview of what’s working and where to optimize. I generally use SEMrush on my

daily work, love this tool, as well as site audit to optimize our site health. We improved our site

health by 100% more since we started using SEMrush, and we increased conversions by 15%

more from our content pages.”

4. KWFinder: SEO Keyword Tool

An SEO Keyword Tool like KWFinder helps you find long-tail keywords that have a lower level

of competition. The experts use this SEO tool to find the best keywords and run analysis reports

on backlinks and SERP (Search Engine Results Page). Their Rank Tracker tool helps you easily

determine your ranking while tracking your improvement based on one key metric. Plus, if that’s

not enough, you’ll get a ton of new keyword ideas to help you rank your website even higher.

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5. Moz: SEO Software

SEO Software Moz kept popping up as one of the best SEO tools that experts actually use. Some

raved about how Moz was always up to date despite Google’s regular algorithm changes. Others

raved about their chat portal because it allowed them to always get an insightful response to

every question asked. Whether you’re looking for keyword recommendations or a site crawl,

Moz is a full-service powerhouse. You can get great insights into how your website is

performing but also how to improve it. They also have a free MozBartoolbar that you can

download for free that allows you to see your store’s metrics while browsing any page. If you’re

looking to learn more about SEO you should also consider checking out MozCon, their annual

conference.

6. Ubersuggest: Keyword Tracking Tool

Ubersuggest, developed by Neil Patel, is a keyword finder tool that helps you identify keywords

and also the search intent behind them by sho. Wing the top ranking SERPs for them. From short

to long-tail phrases, you can find the right terms to use on your website with hundreds of

suggestions from this free great keyword tool. Metrics they include in their report are keyword

volume, competition, CPC, and seasonal trends. Great for both organic, SEO and paid, PPC
teams

this tool can help determine if a keyword is worth targeting and how competitive it is.7. Answer
The Public: Free SEO Tools

Free SEO tools like Answer The Public allow you to easily find topics to write about for

your ecommerce blog. I’ve used this tool in the past to create content around specific keywords

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to better rank online. Say you’re in the ‘fitness’ niche. You can use this free SEO tool to create

content around for keywords like fitness, yoga, running, cross fit, exercise and cover the entire

spectrum. It’s great for finding featured snippet opportunities. Say you hire a freelancer to create

content for you, all you need to do is download this list and send it over to them. And it would’ve

only taken you five minutes of effort making it one of the most efficient ways to come up with

SEO topics for new websites.

8. SpyFu: Free SEO Tools

While SpyFu does have an amazing premium version, many of our experts raved about their free

features. If you’re just starting out, you can easily grow into the paid features as you start

succeeding. You can easily view the number of times a keyword gets searched each month while

easily determining the difficulty to rank for that keyword. You can also do some research on

your competitors to determine which keywords they use. You can search your competitor’s, or

your own, website to easily see how many organic keywords they have, how many monthly

clicks they get, who their paid and organic competitors are, the ads they created on

GoogleAdwordsand more. It’s one of the most detailed SEO analysis tools on the market

Woorank: SEO Ranking Tool

As a top SEO analysis tool, Woorank offers free and paid options to track and report on your

marketing data. You can plug in your competitors to discover which keywords they are targeting

so you can to overlap with theirs. Try reporting on how keywords perform over time to really

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understand your industry and optimize for users in the best way possible. And most importantly

understand the things your website is lacking from both a technical and content perspective as

this tools can identify duplicate content, downtime, and security issues and provide guidelines on

how to fix them.

9. Majestic: Marketing SEO Tools

Majestic is one of the best marketing SEO tools according to experts. It has countless useful

features like The Majestic Million which lets you see the ranking of the top million websites. Did

your website make the cut? The Site Explorer feature allows you to easily see a general overview

of your online store and the number of backlinks you have. It also works as an SEO keyword
tool allowing you to find the best keywords to rank for while also having features geared to site

comparisons and tracking your rank.

• Title tag of the web page should be optimized with the relative keyword of that webpage.

• Meta Tags of the website should be optimized and it should be carefully written including

keywords related to the content of the page and meaningful for the user.

• Mind your URL, do not write any underscore in the web page URL. Try to keep some

keyword in the URL and it should match with the web page content.

• Use H Tags of HTML, Try to use H1 tags for the titles and H2 tags for sub-titles. Most of the

experts suggest to use H1 to H6 tags in the web page on various parameters.

• Responsive Design should be the important criteria for the website. Because the use of mobile

devices has a steady growth and most of the users browse through mobile devices only. So, it is

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suggestable to have a responsive designed website.

• Content of the website should be unique, there should not be any duplicate content written on

the web page. Content is for the user and not for the search engines. It should be written clean

and simple so that it is meaningful to your web users.

• Try to do Image optimization by writing alt text for all the images in the webpage.

• Check Google page speed insight for your website and modify the errors accordingly.

Off-Page Optimization:

Off-page optimization plays a vital role for search engine ranking. As per Google having

number of quality backlinks can increase your website rank in SERP. Inbound links are

important. What is the inbound link? Links to pages of a website from other sites are termed as
inbound links. Based on these links search engines rank the website. Search engines look for the

relevance of the link and the quality of the link from where it is originated. Having high quality,

links give your website a thumbs up in ranking. The link should be from good quality websites

and should not be from a spam website. Some of the off page optimization techniques are;

• Social Media Marketing: Create profile page on various social channels like facebook,

Instagram, Google+, Twitter, Pinterest, LinkedIn etc. Check the appropriate channel for your

business and create account accordingly. This will help you to create brand awareness, lead

generation, and converting social media traffic to web traffic. Do some meaningful posts in your

account so that you can engage your audience and generate some lead out ofit.

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• Video Marketing: Create & Upload your corporate videos, service or product offering
videos

on YouTube, Vimeo, and Daily motion so as to increase chances of web traffic and brand

awareness.

• Content Marketing: Write and Post some useful articles in your blog. Submit articles on

various article submission sites like Ezine articles, Hub pages etc.

• PR Submission: Make some press releases about your new services, websites, awards and

accolades, certifications and so many things. This helps you to develop an important inbound

link to your website as well as building brand through onlinemedia.

• Directory Submission: Submit website URL to local directories and all the leading
directories

which help you to build backlinks also. Some of the general directories give delayed results but

you get results forsure.

• Social Bookmarking: Bookmark your articles, blog posts, important page URL’s on social

bookmarking sites such as Reddit, Digg, Stumble upon, Delicious etc. The results depend upon

your submission and effective of using tags in the social book marking websites.

3. Search Engine Marketing (SEM)

Initially, the term “search engine marketing” was used as an umbrella term for the process of

gaining both paid and free search traffic. Over time, the industry switched to using the term

“SEM”, or Search Engine Marketing, solely for paid activities.

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Search engine marketing refers to a form of digital marketing that aims at increasing the

visibility of a website in search engines by using paid methods. In other words, it’s the ads you

put out there on Google AdWords and BingAds.

By combining SEO and SEM, you can drive quality traffic to your website. With the help of

search engine marketing, you can put yourself in front of the audience that is actively searching

for services and brands like yours.

What is SEM?

SEM, or search engine marketing, is often considered the part of search marketing that uses

PAID tactics to gain visibility in SERPs. A paid SEM strategy includes both the activities

involved with setting up and optimizing ads as well as setting a budget that pays for the

placement of ads.

This strategy is often referred to as paid search or pay-per-click (PPC) marketing.

Google Ads (formerly Google Adwords) is the search provider most commonly used for this

strategy. With this tactic, brands conduct keyword research and create campaigns that target the

best keywords for their industry, products, or services

4. Social Media Marketing(SMM)

Simply put, social media marketing refers to the process of using social media platforms to

attract traffic and attention. By using social media, you can increase exposure and build

meaningful relationships with your customers.

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While everybody can benefit from SMM as a type of digital marketing, B2C and SaaS

companies tend to get the most out of it. Social media marketing is all about listening to what

your customers have to say, engaging in the conversation, and sharing valuable content.

Together, content marketing, SEO, and social media marketing constitute what is

called “inbound marketing”. It is a marketing methodology that aims at attracting, engaging, and

delighting leads. Some goals of inbound marketing include attracting users’ attention, driving

relevant traffic to the website, and converting it into happy customers.

Social media is really an amazing platform to build your brand, generate leads and promote your

products or services. You can create your own Facebook business page also. You can add details

about your business, website URL etc. The page likes your business page makes your brand

more popular, the increase in page likes or post likes, shares helps you to build your brand easily.

The same concepts with few tweaks are applicable to other social media channels like Twitter,

Google+, LinkedIn, and Pinterest. In Twitter account, you have retweets, favorites whereas in

LinkedIn likes, shares and +1’d in Google+. The no.of shares, likes, retweets etc. helps you to

build a strong brand. The engagement rate of the audience with your page shows your social

media score. Likes growth, PTAT, Engagement Rate, Posts per week, Posts per type, Timing,

length of posts, curiosity and hashtags are some of the parameters which we have to take care

while building the brand in social media.

It is important for a business to choose the network that supports your brand image. Do not be

more social, with your presence on all the social networks. Understand your target audience and

work accordingly.

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Know the statistics:

• There are just over 3 billion active Internet users (45% of the world’s internet users).

• Nearly 2.1 billion people have social media accounts.

• 3.65 billion mobile users have access to the internet via smart phones and tablets.

• Close to 1.7 billion people have active social media accounts.

• Facebook: There are nearly 1.4 billion Facebook users.• 47% of all Internet users are on
Facebook.

• 4.5 billion likes are generated daily.

• Twitter: Twitter has 284 million active users at last count.

• 88% of Twitter users are on mobile4.

• Google+: Google+ cost over half a billion to design and develop.

• 363 million users.

TWITTER

Twitter is a micro blogging platform with less than or equal to 280 characters enables you to post

short message updates with images and videos. The social network was launched in the year of

2006, with 300 million active users around the world. In the initial days it started with 140

characters only. Most of the business use twitter as one of their social media platforms to reach

the target audience.

Twitter marketing strategies are different, and it is not related to Facebook marketing strategies

or any other social media marketing strategies. As twitter is a quick and short social media

41
channel to reach your target audience. By visiting twitter website or app, people can know the

latest happenings, news and other alerts quickly. Customers can know the latest business news

and company updates through this social platform. Twitter can be a powerful marketing & PR

tool.

Why Twitter Marketing?

Having a marketing business goal and to achieve it you need to have better marketing channels.

Be it reaching your target audience, brand awareness or generating leads twitter is one of the best

social media platforms to do. With twitter marketing you can reach your target audience and

customers easily. Even people can get to know about the brand quickly.

With Twitter Marketing you can:

• Generate leads.

• Boost Branding.

• Thought leadership.

• Increase vast number of audiences.

• Increase website traffic.

And many more benefits, when you work on twitter marketing for your business.Important Tips

For Twitter Account:

As you are creating account for your/client company or business, so make sure that the details

what you are filling are correct and professional. Each element of profile is important as this is a

replica of your business card.

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• 1. Add profile photo (Try to keep your company logo)- Profile pic size:400X400.

• 2. Add header image: (Try to keep the header image neat and clean, by conveying the

products and services clearly). Header pic size:1500X1500.

• 3. Add Bio (Write the details for the page and company details in short).

• 4. Location: Add the company location, if you have multiple branches, then keep the

head Quarters details.

• 6. Theme Color: Choose the theme color for the profile, try to have the theme profile

matching with your logo color (approx. is also fine).

Important Marketing Tips For Twitter:

1. Be Professional: Make sure that your tweets are professional. Your tweet will represent a

company. The message is from a company on social media channel. So, before tweeting

anything in twitter, you need to recheck twice or thrice.

2. Use of Hashtags: Using hashtags in the content can generate or attract number of followers

and impressions. But, using too much hashtags can hamper your content. It may be considered as

SPAM also. So, beware while writing the content using hashtags. We have discussed about

various hashtags above. Use location-based hashtags when you are mentioning about a location

or a geographical area in the tweet. And, exactly would be the same scenario with event hashtags

&brand hashtags.

3. Campaign Hashtags: If you would like to do something different and make it viral on twitter.

Then start your own campaigning strategy with a # hashtag word. Make it short and simple. It

should be memorable and catchy. The campaigning # should sound local but the reach should be

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global. Ask your followers to retweet (RT) the tweet with the # campaigning word in it. Make

sure that you will engage your audience with the campaigning.

4. Trending Hashtags: Using trending hashtags is good to have huge number of impressions

and retweets. But, make sure that it is related to your company’s business. For Ex: if your

company is into FMCG Industry and where as you are doing a tweet with a trending # of

entertainment Industry which is not at all corelated. But there might be few situations where it

can work. Majority of the trending hashtags are good for individuals and small businesses.

5. Add Image & Video: Try to add image or video to your twitter posts, it will have a good

impact on the targeted audience. They can easily understand what you are talking about.6.
Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post

polls related to the trending topics and poll segments of your Industry.

7. Brand Voice or Message: Make sure that you will establish a positive brand voice and twitter

strategy. Be original with your twitter messages. Convey the message correctly. Reflect your

companies or brand core values on twitter.

8. Have Conversations: Engage with your audience by having a conversation on relevant topics.

Make sure that you are not arguing with them. It should be a soothing and positive discussion.

Have a healthy mix of replies and organic tweets.

9. Promote: Paid tweets or promoting your tweet with twitter ads can be a powerful way to

reach the mass audience at a time. It can help you to build brand awareness and even generate

leads by promoting.

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INSTAGRAM

It’s been 8 years that Instagram has taken the internet world by storm. It started as a regular

social media platform in the year of 2010. But now it is a complete marketing channel for all

types of business. Be it a startup or a small business Instagram is the perfect platform for the

business marketing.

With Twitter Marketing you can:

1. As of June 2018, there are nearly 1billion monthly active users.

2. Like button is hit an average of 4.2 billion times per day.

3. Brands see engagement rates 10X higher in Instagram than they do on the Facebook.

4. 70% of user’s lookup for a brand in Instagram.

5. 80% of users follow at least one brand on Instagram.

6. 60% of users learn about new products through Instagram.

7. 30% of users say they’ve bought a product they discovered on Instagram.

8. More than 200 million users visit a business profile at least once daily.

By looking the above statistics, it is clear that our most of target audience are present on

Instagram. And, it is the apt digital platform to reach target audience on time. So, you might be

thinking to start your Instagram marketing journey now. But, how to get started with Instagram

marketing. Let us discuss the steps below.

Instagram Marketing Strategies:

Get Fix on your target audience:

Determine your target audience in Instagram. For whom and the reason that you are posting

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content on Instagram. Check out the followers profiles, their interesting behaviors, likes etc.

Have an eye on your competitors or parallel business followers to have an understanding of your

strategies.

An Eye on competitor strategies:

Focus on your competitor strategies for the Instagram marketing. Stalk their profiles and check

for their style of writing the BIO, Profile picture, URL’s etc. Check their number of followers

and how they are doing so differently that their Instagram profiles are good. Some of the aspects

or important point that you should consider are:

• Check out their image/video posting styles, themes, colors, retain strategies.

• Check out their comments section, what their followers or people are loving to discuss

with them.

• How regularly they are posting the content.

• What are the niche strategies that they are following.

• What popular hashtags are they using in captions.

• Check out if anything is missing.

Brand Consistency:

Follow a brand consistency by looking at your brand identity. How would you like to position

your brand to your target audience. What is the brand value or score you are planning to hit?

Manage a perfect branding combination with your posts and content so as to meet your branding

goals at right time and right place. If your content, posts and themes are different, then there

might be a chance that your audience may get confused.

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Paid Campaigning:

You can start using paid campaigning or Instagram advertising strategies to reach the target

audience. It will connect with the Facebook advertisement dashboard.

1. Brand Awareness.

2. Reach.

3. Traffic.

4. App Installs.

5. Engagement.

6. Video views.

7. Conversions.

Based on the above objective and your selection, you can plan your budget for the advertisement.
You will find the Promote button in the below of your posts.

Check The Length Of Your Captions:

Work on the length of your captions, Make sure that it should not cross 2200 characters. Put the

most important content in the first two lines of the caption. So, it is not necessary to keep

yourself struck with 2 sentences only. It is a story telling medium, try to write engaging content

with some story telling ideas with it. Use the Hashtags as per your post and content. Do not make

the caption clumsy with numerous hashtags. While sharing your content on Instagram try to use

geo tags, Which have high rate of engagement compared to a normal post.

How To Use #HashTags:

This is really a tricky and interesting thing that a marketer should look for. While posting a

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content on the Instagram try to do a brainstorm with your team for the keywords related to the

post. Then go to the explore tab of Instagram wall and search for that #hashtag including

Geotags. Check for the most recent, top hashtags, branded hashtags etc. Use them properly in

your caption. Encourage your audience to use those hashtags while in conversation. Please make

sure that you do not make your post caption a SPAMMY one.

Instagram Tools:

Tools are an important aspect for every social media marketer. Because you can strategize,

optimize and analyze your posts with the help of tools. There are number of tools available

online, but let me put forward few of them which can help you to understand for the usage and

features of it.

YOUTUBE

YouTube is the major platform to share your original content videos or advertisements. As per

Wikipedia, YouTube, LLC is an American video-sharing website headquartered in San Bruno,

California. Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim—

created the service in February 2005. Google bought the site in November 2006 for US$1.65

billion; YouTube now operates as one of Google’s subsidiaries.

Why YouTube For Marketing?

• Total number of YouTube monthly viewers worldwide – 149 million(Statista)

• Total number of YouTube daily viewers worldwide – 63 million (YouTubestats)• Hours of

video watched daily – more than 1 billion(YouTube)

• More than 50% of YouTube views are coming from mobile devices (YouTubestats)

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• Total number of YouTube users logged on – 1.8 billion(Recode)

• Hours of Video Uploaded to YouTube per minute – 300+ (OmMalik)

• Hours spent on YouTube per month – 19 (Business Insider)

• YouTube top channel – T-series with 2.2 million views / month (Source:Statista)

• YouTube top celebrity – PewDiePie with 54 million subscribers (Source: Business

Insider)

• YouTube top video – Despacito with 5.12 billion views (Source:Wikipedia).

Advantages Of YouTube For Marketing

YouTube has number of advantages for marketers so as to get the best ROI from this social

channel. Let us discuss some of them.

1. Second best search engines and most helpful for SEO.

2. Brand Building.

3. Inform or educate your YouTube users/subscribers.

4. Promote your videos.

• Increase your reach to the vast audience of

YouTube. Marketing Strategies For

YouTube Videos:

After the video uploaded and done with the SEO work. You need to work on few things to get

best out of it.

1. Checkout the interest of your subscribers/users and prepare videos accordingly. Or else try to

prepare videos which can engage your audience.

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2. Use Your Logo in the video as watermark.

3. Use social media channels in the video, ask the viewers to follow/like the social networks.

4. Share the video links in social media networks including WhatsApp.

5. Write the title, description of the video perfectly. So that the video can rank better.

6. Use End notes in the video- Put other videos of your channel to appear at the end of the

videos. This can be done through video manager section in YouTube.

7. If possible, add subtitles to your video or if it is a song then try to add lyrics to that.

8. Use Call to actions to convert the viewers as subscribers even to customers for your business.

9. Last but not lease, Be Consistent. Post the videos in the regular intervals so that your scribers

stay connected with your channel.

5. Pay-Per-Click Advertising(PPC)

Pay-per-click is a model of advertising where marketers pay a fee every time people click on

their ad. Basically, it’s the process of buying visits to your site, as opposed to getting them

organically via SEO or other types of digital marketing.

PPC is one of the types of paid search. It’s similar to SEM (search engine marketing) but can

also include display advertising (cost-per-click based), and affiliate advertising.

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each

time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than

attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid

50
for ad placement in a search engine's sponsored links when someone searches on a keyword that

is related to their business offering. For example, if we bid on the keyword “PPC software,” our

ad might show up in the very top spot on the Google results page

Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a

small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than

what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale,

then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right

keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting

up PPC landing pages that are optimized for conversions. Search engines reward advertisers who

can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad

clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less

per click, leading to higher profits for your business. So if you want to start using PPC, it’s

important to learn how to do it right.

PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important.

Your entire PPC campaign is built around keywords, and the most successful Google

Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword

research once, when you create your first campaign, you are probably missing out on hundreds

of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving

traffic to your site.An effective PPC keyword list should be:

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• Relevant – Of course, you don't want to be paying for Web traffic that has nothing to do

with your business.

• Exhaustive – Your keyword research should include not only the most popular and

frequently searched terms in your niche, but also to the long tail of search. Long-tail

keywords are more specific and less common, but they add up to account for the majority

of search-driven traffic. In addition, they are less competitive, and therefore less

expensive.

• Expansive - PPC is iterative. You want to constantly refine and expand your campaigns,

and create an environment in which your keyword list is constantly growing and

adapting.

If you want to find high-volume, industry-specific keywords to use in your PPC campaigns, be

sure to check out our popular keywords.

Managing Your PPC Campaigns

Once you've created your new campaigns, you’ll need to manage them regularly to make sure

they continue to be effective. In fact, regular account activity is one of the best predictors of

account success. You should be continuously analyzing the performance of your account and

making the following adjustments to optimize your campaigns:

• Add PPC Keywords - Expand the reach of your PPC campaigns by adding keywords that

are relevant to your business.

• Add Negative Keyword -: Add non-converting terms as negative keywords to improve

campaign relevancy and reduce wasted spend.

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• Split Ad Group -: Improve click-through rate (CTR) and Quality Score by splitting up

your ad groups into smaller, more relevant ad groups, which help you create more

targeted ad text and landing pages.

• Review Costly PPC Keyword -: Review expensive, under-performing keywords and

shut them off if necessary.

• Refine Landing Pages - Modify the content and calls-to-action (CTAs) of your landing

pages to align with individual search queries in order to boost conversion rates. Don’t

send all your traffic to the same page.

6. Affiliate Marketing

Affiliate marketing is one of the popular ways people make money online these days. If your

affiliate program is successful, you might earn quite a decent passive income.

Basically, affiliate marketing is a type of digital marketing where a person partners up with other

businesses in order to receive a commission for the traffic s/he generates for this business.

Imagine this: you put a link to an external website on your own blog or website. Every time a

user proceeds to this external website and makes a purchase, you receive a commission.

This marketing strategy might work especially well for bloggers, since they can write different

types of articles on the given topic and naturally include affiliate links.

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7. Email Marketing

Email marketing is one of the most popular types of digital marketing. To put it shortly, it’s the

use of email for promoting one’s products or services.

If you go a little deeper, email marketing might also refer to building relationships with your

customers. Ideally, emails you send out to your clients should not only speak at them but also

encourage meaningful interaction with your brand.There are many things that contribute to the
success of your email marketing strategy, from the

content you create to the time you send your emails. One thing is certain, though: email

marketing is far from being dead and should definitely be part of your overall digital marketing

as to promote the product/services/offers of the company.

Why E-Mail Marketing?

There are various other methods to reach your target audience, but why e-mail marketing is

popular and most of the marketers choose e-mail marketing.

With E-mail marketing usage you have number of benefits, some of them are:

1. Can be tracked.

2. Unlimited reach.

3. Cost effective.

4. Allows targeting.

5. Data driven.

6. Builds loyalty: Promotional e-mails special offer e-mails, newsletters.

So, e-mail marketing helps marketers to track, monitor and analyze their online pitching

54
strategies. Whether the strategies are working perfectly or not.

Types Of E-Mail Marketing:

1. Newsletters.

2. Event E-mails.

3. Retention E-mails.

4. Direct E-mails.

5. Lead Nurturing E-mails.

6. Milestone E-mails.

7. Promotional E-mails.

IMPORTANT PARTS OF E-MAIL MARKETING

For any e-mail to be effective, we have to take care of few aspects. Before discussing about the

aspects of the e-mail, let us go through the important parameters of E-mail.

Sender: From which e-mail id are you sending the e-mails. Please check your name and details
in that e-mail. Because you are the sender of thee-mail.

Subject: Check the subject of the e-mail. The most vital part of the e-mail. Do not mention

unnecessary things in the Subject line.

Context and Design: If you are sending an HTML template e-mail or even text e-mail make

sure that your context and design of the e-mail are perfect.

Content: The major element of any e-mail is the e-mail body content.

Links: Check out the links associated with the e-mail. It may be to your landing page or signup

page.

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Images: If you have added any images in the e-mail, then check out the responsiveness of the

image. The resolution, look & feel should be good.

Before sending the e-mails always TEST-TEST-TEST the e-mail with complete specifications,

whether you have everything correct or not.

E-MAIL Campaign Strategies

For any e-mail to be effective you have to follow few steps.

• Planning.

• Design &Develop.

• Text or the body of thee-mail.

• Delivery of thee-mail.

• Tracking and monitoring of the data.

These 5 are most important parameters for any e-mail campaign to be effective. But As per DMI,

for e-mail campaigns you need to follow 4 steps such as:

Data: You need to have Data ( Validated) to send successful e-mails.

Design: Design of the e-mail should be professional.

Delivery: Scheduling of e-mails and delivery details. and

Discovery: Track and monitor data of open rate etc.

Layout Specifications For Effective E-Mail:

•Use soothing colors for images.

• Use perfect CTA’s.

• Should be less than 700 pixels wide, All important content must appear in top 300pixels

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of an E-mail.

• Use basic HTML5.0, avoid using JS, image maps, attachments, and embedded media.

• Avoid using flash/other plug-ins.

• Should be visually appealing.

• Standard HTML font formatting procedures.

• Do not keep important content matter only in images

• Must have an unsubscribe link.

E-MAIL Marketing Tools

Some of the important marketing tools which are available both for free as well as for paid

versions. Some of them are:

1. Mail chimp.

2. Zoho E-mail Campaign.

3. Active Campaign.

4. Sendy.

These tools have all the required fields that a marketer need to send e-mails for a successful e

mail marketing campaign.

Facebook Marketing

We all know that Facebook is the major social media platforms for everyone. Be it business or

individual you have enjoyed using Facebook. As per the information on Wikipedia, Facebook,

Inc. is an American online social media and social networking service company based in Menlo

Park, California. Its website was launched on February 4, 2004, by Mark Zuckerberg, along with

57
fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin

Moskovitz, and Chris Hughes.

Facebook has been the best platform for most of the small business owners even for startups to

market their business easily with no cost. Let us discuss how we can do the Facebook Marketing

and get the best ROI from it. Facebook is popular for the both individual usage as well as

business usage.

For Business you can create pages, groups and spread your business in many of the communities

already present in the Facebook. Your business may be local or global, you can reach to large

number of audiences without any doubt.Why Facebook Marketing?

As already discussed in the above sessions Facebook is the largest and major social platform to

reach the vast audience. You can reach your target audience as per the segmentation process.

You have number benefits when you think that why you should focus on Facebook Marketing

for your business. Some of them are

• Generate leads.

• Boost Branding.

• Thought leadership.

• Increase vast number of audiences.

• Increase website traffic.

• Customer acquisition.

• Better customer interaction.

• Reputation management.

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Things To Note In The Facebook Page:

Name & Username: The name which you have given while creating the facebook page will

appear here in the name section. You can create your own username of your own, you can click

on the username and create your own username. Try to use your business name or brand so that

people can find you easily. You will get an URL of facebook according to your username, so be

sure of selecting the apt username. Even you can edit it anytime but there should be an

availability of the username at that time.

Invite Friends: If you already have an account and the page is correlated to your account then

you will get a pop up below as shown. You can Invite Friends to like your page and follow the

page.

Add Button: If you click on the add button, You will get a pop up as shown in the below image.

This is one of the call to action button which can help you for the conversions.

Facebook Marketing Tools:

Use social media marketing tools to schedule the facebook posts and do them with one click.

You can save lot of time and at the same moment you will not miss anything to reach your prime

audience when they are online. There are some of the top and known tools available on the

marketing as free and paid versions. Some of the mare:

• Hoot suite.

• ZOHO social.

• Sprout social.

• Fan page Karma

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• Buffer.

• Drum up.

Get going with these tools, so that you can engage your audience well and boost your ROI from

your facebook account.

Important Marketing Tips For Facebook

Be Professional: Make sure that your facebook posts are professional. Your posts will represent

a company. The message is from a company on social media channel. So, before posting

anything in facebook, you need to recheck twice or thrice.

Use of Hashtags: Using hashtags in the content can generate or attract number of followers and

impressions. But, using too much hashtags can hamper your content. It may be considered as

SPAM also. So, beware while writing the content using hashtags.

should be memorable and catchy. The campaigning # should sound local but the reach should be

global. Ask your followers to like, share the post with the # campaigning word in it. Make sure

that you will engage your audience with the campaigning.

Trending Hashtags: Using trending hashtags is good to have huge number of impressions and

shares. But, make sure that it is related to your company’s business. For Ex: if your company is

into FMCG Industry and where as you are doing a tweet with a trending # of entertainment

Industry which is not at all corelated. But there might be few situations where it can work.

Majority of the trending hashtags are good for individuals and small businesses.

Add Image & Video: Try to add image or video to your facebook posts, it will have a good

impact on the targeted audience. They can easily understand what you are talking about.

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Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post polls

related to the trending topics and poll segments of your Industry.

Post Message: Make sure that you will establish a positive brand voice and facebook strategy.

Be original with your facebook messages. Convey the message correctly. Reflect your

companies or brand core values on facebook.

Have Conversations: Engage with your audience by having a conversation on relevant topics.

Make sure that you are not arguing with them. It should be a soothing and positive discussion.8.
Instant Messaging Marketing

Instant messengers are the latest communication trend. There are 1.5 billion people globally

using WhatsApp on a monthly basis, followed by Facebook Messenger and WeChat. If you want

to be where your audience is, enter instant messaging marketing.

This type of digital marketing exploded over the last couple of years. People are much more

likely to trust the information sent via a messenger (as if it comes from a good friend) than email

or SMS that are vulnerable to spam.

There are different ways how you can proceed with instant messaging marketing, from using

them for customer support to updating your users about new posts on your blog. But just like

with any other digital marketing type, before diving right in, I’d recommend that you develop a

strategy first.

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9. Radio Advertising

While considered “old-fashioned” by some, radio advertising might still be a powerful medium,

especially for B2C companies and local businesses. In the US alone, radio advertisements

account for 7.8% of total media expenditures

Radio advertising is also relatively cheap, as you don’t need to produce fancy visuals: you solely

rely on your customers’ imagination.

10. Television Advertising

Last but not least, our list of digital marketing types wouldn’t be complete without television

advertising. With the general population spending over 4.5 hours a day in from of the TV, it’s

still one of the most popular medium types. It reaches people faster than, say, newspapers or

radio. Due to the powerful effect video has on humans, it might also be very effective.

Television advertising is expensive, and coming up with a great and engaging ad might be a

daunting task, too. TV ads work great for clothing brands, cars, medicine, and food.

WEB DEVELOPMENT

Web development broadly refers to the tasks associated with developing websites for hosting via

intranet or internet. The Web Development process includes web design, web content

development, client-side / server-side scripting and network security configuration, among other
tasks. Web development is also known as website development.

Web development is the coding or programming that enables website functionality, per the

62
owner's requirements. It mainly deals with the non-design aspect of building websites, which

includes coding and writing markup.

Web development ranges from creating plain text pages to complex web-based applications,

social network applications and electronic business applications.

Web programming, also known as web development, is the creation of dynamic web

applications. Examples of web applications are social networking sites like Facebook or e

commerce sites like Amazon.

The good news is that learning web development is not that hard!

In fact, many argue it’s the best form of coding for beginners to learn. It’s easy to set up, you get

instant results and there’s plenty of online training available.

A lot of people learn web coding because they want to create the next Facebook or find a job in

the industry. But it’s also a good choice if you just want a general introduction to coding, since

it’s super easy to get started. There are two broad divisions of web development – front-end

development (also called client- side development) and back-end development (also called

server-side development).

Front-end development refers to constructing what a user sees when they load a web application

– the content, design and how you interact with it. This is done with three codes – HTML, CSS

and JavaScript.HTML, short For Hyper Text Markup Language, is a special code for ‘marking
up’ text in order

to turn it into a web page. Every web page on the net is written in HTML, and it will form the

backbone of any web application. CSS, short for Cascading Style Sheets, is a code for setting

63
style rules for the appearance of web pages. CSS handles the cosmetic side of the web.

Finally, Javascript of a scripting language that’s widely used to add functionality and

interactivity to webpages.

Back-end development controls what goes on behind the scenes of a web application. A back

end often uses a database to generate the front-end.

The traditional way to learn web development is to enroll in a university or trade school course.

However, it can be costly – and what’s more, the web evolves so fast that schools often can’t

keep up!

Luckily, there’s plenty of good quality coding training available here on the Internet.

What better place to learn web development than the web itself?

A particular training recommendation is TreeHouse. This is because it has a focus on web

development, is recommended by many of the world’s most trusted and recognized web

developers and most of its teachers are themselves web developers.

The web development hierarchy is as follows:

• Client-side Coding

• Server-side Coding

• Database Technology

What is CMS?

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A content management system (CMS) is a software application that can be used to manage the

creation and modification of digital content. CMSs are typically used for enterprise content

management(ECM) and web content management (WCM). ECM typically supports multiple

users in a collaborative environment by integrating document management, digital asset

management and record retention. Alternatively, WCM is the collaborative authoring for

websites and may include text and embed graphics, photos, video, audio, maps and programme

code that display content and interact with the user.

Common Features:

The core CMS features are; indexing; search and retrieval; format management; revision control;

and management.

Features may vary depending on the system application but will typically include:

• Intuitive indexing, search and retrieval features index all data for easy access through search

functions and allow users to search by attributes such as publication dates, keywords or

author.

• Format management facilitates turn scanned paper documents and legacy electronic

documents into HTML or PDF documents.

• Publishing functionality allows individuals to use a template or a set of templates approved

by the organization, as well as wizards and other tools to create or modify content.

CHAPTER 4

65
 DATA ANALYSIS AND INTERPRETATION

1. Where mails sent to new prospects for lead generation in Mattecurve?

Mails sent to new prospects

S. No. In Nos. In %
for lead generations?

1 In India 21 45

Outside India (Like USA,

Australia, Switzerland,
2 4 55
Netherland and other
European Countries )

TOTAL 25 100

Email s ent
India Outside India

45%
55%

INTERPRETATION:

It is visible from the above table that 45% of the Email sent in India were in the favor that
MatteCurve Technologies Pvt. Ltd. are being generated by total no. of email sent through
hubspot and only 55% of the Email sent outside the India i.e, US is the prime market and also
many other countries too.

66
2. How many responses we received:

Internal Source of Lead

S. No. In Nos. In %
Generation

1 Through Email Spamming 5 20

2 Through LinkedIn 8 32

3 Through Hubspot 11 44

4 Through SalesQL 1 4

Through other means of

5 Marketing & Sales like Sales 0 0
Navigator etc

TOTAL 25 100

LEA D Gener ati on

4%
20%

44%

32%

INTERPRETATION:

It is visible from the above table that 20% of the employees believed that lead generation is
being done through Promotion of Email Marketing, 32% believed it’s through LinkedIn and
Social Media, 44% believed it’s through Hubspot which is again a platform to find different
clients & 4% believed it’s through Sales QL a database querying software (ERP) while none
believed sales through different means of Marketing & Sales like Sales Navigator etc

67
2.a. The various domain sectors in which, we need to search client for to pitch them or to
aware them of our services that we provide them.

S. No. Domain of Companies In Nos. In %

1 Data bank 4 16

Private Employment
2 7 28
Agencies/Consultants

3 Public Employment Exchanges 6 24

4 Job Portals 3 12

5 Medical 1 4

6 Campus Placements 3 12

7 Employee Referrals 0 0

8 Advertisements 0 0

9 Retail & Wholesale 1 4

TOTAL 25 100

68
 domain of com pany

4%
16%
12%
Data Bank
Private employment
Agencies
4% Public employment
Exchanges
Job Portals
Medical Sector
Campus Placements
12%
Employee referrals
28% Advertisements
Retail & Wholesale

24%

INTERPRETATION:

It is visible from the above table that 16% of the companies are Data Bank, 28% are some
Private Employment Agencies/Consultants, 24% are Public Employment Exchanges, while 12%
are Job Portals & Campus Placements and only 4% believed that it’s through Medical Sector &
Retail and Wholesale. And none favored for Referrals & Advertisements.

3. What are the Parameters for Scrutinizing the Business Development Executive?

Parameters for Scrutinizing the

S. No. In Nos. In %
BDE

1 Confidence 3 12

2 Communication Skills 8 32

3 Body Language 9 36

4 Market Wisdom 2 8

69
 5 Knowledge 1 4

6 Past Achievements 2 8

7 Work Experience 0 0

TOTAL 25 100

A tt r ibutes
Confidence Communication Skills
Body Language Market Wisdom
Knowledge Past Achievements
Work experience
8%
12%
4%

8%

32%

36%

INTERPRETATION:

It is visible from the above table that 12% of the employees believed that Confidence is an
important parameter for scrutinizing the Executive, 32% believed that Communication Skills
play an important role, 36% believe that Body Language is the most important parameter, 8%
believed that Grooming & Past Achievements are important for scrutinizing the Executive while
none should interest towards Work Experience.

70
4. What does the marketing plan of MatteCurve Technologies Pvt. Ltd. covers?

S. No. What does the Marketing plan covers ? In Nos. In %

1 Internet 8 32

2 Advertising 10 30

3 Sales Promotion 7 28

4 Pulic Relations 0 10

TOTAL 25 100

Mar k eti ng
10%

32%
Internet
Advertising
Sales Promotion
28%
Public Relations

30%

INTERPRETATION:

It is visible from the above table that 32% favored One to One Interview, 40% favored Group
Interview while 28% favored Panel Interview and none favored for Sequential Interview.

71
5. What according to you is the business revenue model for MatteCurve Technologies ?

What is the business revenue

S. No. In Nos. In %
source for Mattecurve ?

1 Business to Business (B2B) 23 92

2 Business to Consumer (B2C) 2 8

TOTAL 25 100

R EVENUE SOUR CE
B2B B2C

8%

92%

INTERPRETATION:

From the above table we can interpret that 92% were in the favor that business to business i.e.,
B2B platform while 8% through business to consumer i.e., B2C.

72
6. Where MatteCurve Technologies Pvt. Ltd. does gets their clients from ?

Where does the Mattecurve gets

S. No. In Nos. In %
their client from?

1 In a business premises or sources 20 80

2 Through agents or online medium 5 20

TOTAL 25 100

Client s our ce
Business Premises Agents or Online Medium

20%

80%

INTERPRETATION:

It is visible from the above table that 80% believed that MatteCurve gets their clients or whom
they provide services in a business premises or any business source while 20% believed that
through agents or online medium.

73
7. How can marketing help increase help increase in sale for MatteCurve Technologies?

How can marketing help increase

S. No. In Nos. In %
help increase in sale?

1 Increase in profit 17 68

2 Building a brand name 8 32

TOTAL 25 100

Mar k eti ng
Increase in profit Building a brand name

32%

68%

INTERPRETATION:

Marketing has a core aim of increasing the sale of the company. According to a large number of
residents (68%) marketing will help the company to increase sale which will result in increasing
the profit of the company which can be further used for expansion of the business. More over
MatteCurve Technologies Pvt. Ltd. being a new brand in the market has to also understand the
important of building a potential and sustainable brand name in the market. Marketing will
74
contribute in the cause according to 32% of the respondents. Marketing and proper advertisement
will also make the customer aware of the upcoming projects and will provide them with the
knowledge.

8. What is the best medium for the advertisement according to your of view?

What is the best medium for the

S. No. In Nos. In %
advertisement?

1 Local newspaper, radio & internet 15 60

2 Hoardings & campaigns 10 40

TOTAL 25 100

MEDIUM FOR A DVER TISEMENT

Local newspaper & internet Hoarding & Campaigns

40%

60%

INTERPRETATION:

MatteCurve Technologies Pvt. Ltd. according to the respondent’s should advertise the product
through local newspaper. 60% agreed to it. The reason being easy penetration of newspapers

75
amongst the people in the society, a very large % of people read newspaper on daily basis and
this can be a core means of advertising the product.

Radio in the present day has become very popular amongst the people, with easy access in every
house and cars it has grown as a very strong medium of advertisement. 40% each agreed to the
point that hoarding and campaigns can also be used as effective means of advertisement.

9. What according to you can be other modes of marketing that can be used
by MatteCurve Technologies Pvt. Ltd.?

What can be other modes of

S. No. In Nos. In %
marketing that can be used ?

1 Brand & Social Media Marketing 15 60

2 Direct Mail & Mobile Web Marketing 10 40

TOTAL 25 100

MODE OF MA R KETING
Brand & Social Media Marketing Direct Mail & Mobile Web Marketing

40%

60%

76
INTERPRETATION:

Ways of marketing is another import segment of marketing. The various modes can be
direct mail, Brand marketing, Social-media marketing and mobile web marketing. 30% of
the respondents agreed to the point that social media marketing can be a perfect way of
marketing. Where’s 30% approved that brand marketing can be used as the mode. Which
state that the company should use its brand name for marketing the products. A
cumulative of 40% agreed that direct mail and mobile web marketing that is marketing
through SMS and cold calling can also turn as an effective way of marketing.

10. How much according to you, MatteCurve Technologies Pvt. Ltd is willing
and realistically able to spend on advertisement?

How much is willing and realistically able

S. No. In Nos. In %
to spend on advertisement?

1 0 to 20% of revenue 0 28

2 20 to 40% of revenue 25 72

TOTAL 25 100

77
 r evenue m odel
0 to 20% of revenue 20 to 40% of revenue

28%

72%

INTERPRETATION:

Every company has to decide a budget for marketing. A proper budget helps in effective
ness of the marketing schedule. 72% of the respondents agreed to the point that it should
invest 20% to 40% of their revenue in marketing because being a new company they
need to build a brand name and to do that it takes a lot of funds and resources. While 28%
of people have a view that a little less amount can also be the needful.

78
 CONCLUSIONS

After analysis the whole report I can conclude that as the aspiration statement MatteCurve

Technologies Pvt. Ltd. has improved its condition within a very short time. It was done because

of the right and proper marketing policy of the market.

The business development has now become a hot topic for discussion. Modern technology has

changed a lot. Besides the growth of modern technology, the technique of businesses has also

changed. Modern generation does not want to go to any shop or shopping mall to buy anything.

They want to buy everything online. So, the various companies always try to stay connected with

their consumers or customers via the internet.

To get the best of it, consumers and marketers must know the advantage and disadvantage of

business development. If you do not know the benefits and harmful sides, then you won’t get the

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full advantage of business development. The marketing plan of the company has proven right for

the organization because it’s spreading its business gradually. As a result the Business Develop

ment and Client Retention Policies implementation clients behavior towards MatteCurve Tech

nologies Pvt. Ltd. is very positive and their satisfaction level is very high. The clients are well

preferred MatteCurve most. So, be the market leader MatteCurve Technologies Pvt. Ltd. be very

careful in the field of marketing plan and the success of the company is a matter of subject that

how they are implementing the plan.

SUGGESTIONS

 They should go for newer techniques of the Marketing & Sales in Business Development.

 The company should try to celebrate the diversity to reduce the work force diversity.

 They should try to reduce the organizational challenges i.e. competitive position,
decentralization and downsizing.

 They should try to reduce the environmental challenges i.e. the internet revolution and job
redefinition.

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 Bibliography
Books:

1. Sales Management –Decisions, Strategies and Cases by Richard R Still, Edward W. Cundiff
and Norman A.P.Govani, Prentice Hall of India

2. “The Bible of Marketing” Written by Philip Kotler & Keller.

3. Integrated Marketing Communications: Putting It Together & Making It Work by Don E. Schultz,
Stanley I. Tannenbaum, and Robert F. Lauterborn

4. Project Management for Business & Technology (Principles & Practice) By Nicholas John M.,
Pearson Education.

5. They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and
Today's Digital Consumer by Marcus Sheridan.

Journals:
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 1. Journal of business analytics ( Publisher Taylor and Francis )

2. Journal of Business Ethics ( Publisher Springer )

Websites:
1. https://www.mattecurve.com/
2. https://www.linkedin.com/company/mattecurve/
3. https://www.zaubacorp.com/company/MATTECURVE-TECHNOLOGIES-PRIVATE-LIMITED/
U72900RJ2021PTC076023
4. https://www.thecompanycheck.com/company/mattecurve-technologies-private-limited/
U72900RJ2021PTC076023
Annexure

Questionnaire
A. IDENTIFYING INFORMATION OF THE RESPONDENT:

Name of the Employee - ………………………………..

Designation - …………………………………………....
Department - …………………………………………....
Unit - …………………………………………………….
Work Experience in Mattecurve - ……………………………

B. INFORMATION VIEWS BY THE RESPONDENT:

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1. Do the MatteCurve Technologies Pvt. Ltd has enough resource to sell the services?
i. Strongly agree
ii. Disagree
iii. Agree
iv. Strongly disagree

2. What according to you is the company’s best services point?

i. Cheap
ii. Easy Availabilty
iii. Quality
iv. Others

3. What is the target audience for MatteCurve Technologies Pvt. Ltd?

i. High income group
ii. Low income group
iii. Middle income group
iv. All

4. Where does MatteCurve Technologies Pvt. Ltd sells their services?

i. In a business premises
ii. Online
iii. Through agents
iv. Through business source

5. What does the marketing plan of MatteCurve Technologies Pvt. Ltd covers ?
i. Internet
ii. Sales Promotion
iii. Advertising
iv. Direct Marketing
v. Public Relations

6. How can marketing help increase in sales for MatteCurve Technologies Pvt. Ltd?
i. Increase in profit
ii. Building a brand name
iii. Increasing customer knowledge
iv. No Use

7. Which type of communication or personal interaction do you like the most?

i. One to One Interview
ii. Group Interview
iii. Panel Interview
iv. Sequential Interview

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8. What is the best medium for the advertisement according to your point of view?
i. Local Newspaper
ii. Radio
iii. Hoardings
iv. Camapaigns
v. Internet

9. According to you, what can be the other modes of marketing that can be used by the
MatteCurve Technologies Pvt. Ltd?
i. Direct mail
ii. Social media marketing
iii. Brand marketing
iv. Mobile web marketing

10. How much according to you, MatteCurve Technologies Pvt. Ltd. are willing and
realistically able to spend on advertisement?
i. 0 to 10% of revenue
ii. 10 to 20% of revenue
iii. 20 to 30% of revenue
iv. 30 to 40% of revenue

11. What according to you is the impression of the advertisement by MatteCurve

Technologies Pvt. Ltd?
i. Funny
ii. Informative
iii. Interesting
iv. Boring

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