A Study on Customer Satisfaction for a Digital Marketing Agency. Master of Business Administration (

SUMMER TRAINING PROJECT REPORT On

“A Study on Customer Satisfaction for a Digital Marketing Agency” Towards partial fulfillment of Master of Business Administration (MBA) School of Management, Babu Banarasi Das University, Lucknow

Submitted by AJAY KUMAR SHARMA Roll No. 1190672019

Session 2020-2021 School of Management BabuBanarasi Das University Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India.

DECLARATION This is to declare that I, AJAY KUMAR SHARMA student of MBA, have personally worked on the project entitled “A Study on Customer Satisfaction for a Digital Marketing Agency” The data mentioned in this report were obtained during genuine work done and collected by me. The data obtained from other sources have been duly acknowledged. The result embodied in this project has not been submitted to any other University or Institute for the award of any degree.

(AJAY KUMAR SHARMA) DATE:

ACKNOWLEDGEMENT Gratitude is not a thing of expression; it is more a matter of feeling. There is always a sense of gratitude which one express for others for their help and supervision in achieving the goals. I too express my deep gratitude to each and everyone who has been helpful to me in completing the project report successfully. I would also like to thank Almighty God for blessing showered on me during the completion of dissertation report. First of all, I am highly thankful for allowing me to pursue my dissertation report on “A Study on Customer Satisfaction for a Digital Marketing Agency”.

I give my regards and sincere thanks to Dean Prof. Dr. Sushil Pande and also I am deeply gratified to Ms. Maya Basant Lohani for her earnest coordination and valuable efforts. She constantly encouraged me right from the inception to final preparation of my project. She has been a constant source of knowledge, information, help and motivation for me through her depth knowledge and experiences.

Last but not the least; I am hugely indebted to all the faculty members of my institute, my family members and friends for their sincere advice & cooperation to complete my project in efficient & effective manner.

(AJAY KUMAR SHARMA)

EXECUTIVE SUMMARY While working in the organization I was trained as a relationship personnel being engaged into various jobs such as dealing with clients, answering customer queries through telephonic conversations and providing them knowledge about new schemes and converting them into our customers.

As my research project I was given the topic on ―A Study on Customer Satisfaction for a Digital Marketing Agency”. The project work was for this research was conducted in Lucknow to study the customer relation management.

The research has been conducted to gather information from 100 respondents & a structured questionnaire will be used to collect the information from the respondents.

The data which was collected from them will be analyzed and classified. It was found that though the Learnovate Ecommerce Llp has the highest market share it needs to improve on its service quality and retail services.

TABLE OF CONTENT 

Declaration



Acknowledgement



Executive Summary

Sl. No.

Contents

1

Introduction

2

Company profile

3

Objectives of the study

4

Research Methodology

5

Data Analysis & Interpretations

6

Findings

7

Suggestions/Recommendations

8

Limitations

9

Conclusion Bibliography Annexure

Page No.

INTRODUCTION

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INTRODUCTION Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, TV and radio advertisement.

Digital

Marketing

is

promotion of products or brands via one

or

more forms

of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels.

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness. Compared to traditional methods of advertising, Digital Marketing offers rather realistic costs (particularly important for small- and medium-size businesses and start-ups), for accurate targeting and excellent reporting.

The three important categories involved in Digital Marketing are: 

Search Engine Optimization (SEO)



Social Media Optimization (SMO)



Social Media Marketing (SMM)

Search Engine Optimization (SEO): Whenever we enter a query in a search engine and hit 'enter' we get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of the list as they perceive those to be more relevant to the query. If we have ever wondered why some of these websites rank better than the others then we must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO).

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Search Engine Optimization is the process of improving the visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms.

Search engine optimization is broken down into two basic areas: on-page, and offpage optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, to predominantly, to back links (links pointing to the site which is being optimized, from other relevant websites).

The main aim of SEO is: 

Quality of traffic. We can attract all the visitors in the world, but if they're coming to our site because Google tells them we're a resource for Apple computers when really we're a farmer selling apples, that is not quality traffic.

Instead we want to attract visitors who are genuinely interested in products that we offer.



Quantity of traffic. Once we have the right people clicking through from those search engine results pages (SERPs), more traffic is better.



Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that we don't have to pay for.

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Social Media Optimization (SMO): Social media optimization (SMO) is the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event.

Social Media Optimization (SMO) is the method of social activity that attract visitors to a website through an elevated search rank. It proves there is a science to social media just like Search Engine Optimization (SEO), the process of maximizing visitors to a web site by achieving a top rank on search engines around specific keywords.

But there is a fundamental difference. SEO is based on keywords; SMO on contents (words, videos, images). When integrated, they are a brand’s most powerful combination for raising visibility and generating business on the web.

Five important rules that helps us to bring traffic to our website is mentioned as follows. 

Increase our link ability



Make tagging and bookmarking easy



Reward inbound links



Help our content travel



Encourage the mash up

Social Media Marketing: Social Media Marketing is the process of gaining website traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it across their social networks.

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Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily covers activities involving social sharing of content, videos, and images for marketing purposes, as well as paid social media advertising. Using social media for marketing can enable small business looking to further their reach to more customers. Your customers are interacting with brands through social media, therefore, having a strong social media marketing plan and presence on the web is the key to tap into their interest. If implemented correctly, marketing with social media can bring remarkable success to your business.

Social media marketing can help with a number of goals, such as: 

Increasing website traffic



Building conversions



Raising brand awareness



Creating a brand identity and positive brand association



Improving communication and interaction with key audiences

The main aim of my project is to bring top ranks for my Website in an organic way using Search Engine Optimization.

Search Engines: Search Engines are the market makers of the Internet. They connect consumers with providers at the very moment of consumer interest and enable all of us to find exactly what we want, when we want it. They bring great efficiency to the Internet and our lives and shall exist as long as the network of servers and computers we call the web is around.

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The Positioning is very important for search engines. The Four P’s of Marketing is an absolutely critical component of the marketing mix.The first purpose of search engine optimization is to be postioned well in the place what the customer actually expects or by satisfying them .The second purpose is to be positioned well than our competitors website. The probability should be more on Individuals Clicking our Site link and bring a top position to our site.

First and foremost Search Engines are not Humans. Serach Engines are text driven.

Search Engines crawls the Web, they look at the particular site items(mainly the text) to get an idea what the site is all about? Search Engines performs several activities in order to deliver efficient search results like Crawling, Indexing, Processing, Checking relevancy and Retrieving.

First, search engines crawl the Web to see what is there. This task is performed by e piece of software, called a crawler or a spider (or Google bot, as is the case with Google). Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified.

Sometimes crawlers will not visit our site for a month or two, so during this time our SEO efforts will not be rewarded. What we can do is to check what a crawler sees from our site. Crawlers are not humans and they do not see images, Flash movies, JavaScript, frames, password-protected pages and directories, so if we have tons of these on our site, it would be a better run for the Spider Simulator to see if these goodies are viewable by the spider. If they are not viewable, they will not be spidered, not indexed, not processed, etc. They won’t exist for search engines.

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Google: Most Outstanding Search Engine by Search Engine Watch readers, Google has a welldeserved reputation as the top choice for those searching the web. The crawler-based service provides both comprehensive coverage of the web along with great relevancy.

It's highly recommended as a first stop in your hunt for whatever we are looking for.

Google provides the option to find more web pages on the top of the search box on the Google home page, we can easily seek out images from across the web, discussions that are taking place on Usenet newsgroups, locate news information or perform product searching.

Using the More link provides access to human-compiled information from the Open Directory, catalog searching and other services. Google is also known for the wide range of features it offers, such as cached links that let us ―restrict" dead pages or see older versions of recently changed ones. It offers excellent spell checking, easy access to dictionary definitions, integration of stock quotes, street maps, telephone numbers and more.

Google's help page is an entire rundown on some of these features. The Google Toolbar has also won a popular following for the easy access that it provides to Google and its features directly from the Internet Explorer browser. In addition to Google's unpaid editorial results, the company also operates its own advertising programs.

The cost-per-click Ad Words program places ads on Google as well as some of Google's partners. Similarly, Google is also a provider of unpaid editorial results to some other search engines. For a list of major partnerships, see the Search Providers Chart. Google was originally a Stanford University project by students Larry Page and Sergey Brin called Back Rub. By 1998, the name had been changed to Google,

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and the project jumped off campus and became the private company Google. It remains privately held today. Getting Listed: Read the Submitting To Google section of Search Engine Watch's Essentials Of Search Engine Submission guide for more about being included in Google's editorial results and the Google Ad Words section for more about its paid listings programs.

Search Engine Watch members have access to the How Google Works section of the web site, which provides in-depth coverage of the editorial and paid listings processes at Google.

Meta Tags Optimization: A site’s Meta description should contain a brief description of our website focusing on the areas and services that our business is specialized in. This small piece of text can be considered as a selling snippet, if a searcher finds it appealing he/she is likely to click and go inside our page to find out more information. But if our Meta Description is too generic and isn’t written too well then there is a chance that our site will simply be ignored. 

The beginning of the description meta tag for our homepage, which gives a brief overview of the site's offerings



Any user who performs the query our homepage appears as a result, with part of its description meta tag used as the snippet.



Any user who performs the query,one of our deeper pages with its unique description meta tag used as the snippet, appears as a result.

SEO tips and techniques for Powerful Search Engine Optimization: 1. Write unique content Unique content is important. we need to provide content that has different information than what is on other sites and other Web pages.

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2. Add new content all the time Sites that have new content added on a regular basis are seen as more reliable than sites that rarely do. This also helps you to increase the amount of relevant content on our site, which also improves our rankings.

3. Create a great keyword phrase The first thing we should do when working on search engine optimization is find a specific keyword phrase for that page.we shouldn't try to optimize our entire site to one keyword phrase, instead we can focus on writing pages for specific keywords and phrases.

4. Choose a phrase that is popular, but not too popular (HIGH PRIORITY) When trying to decide on a keyword phrase, we must find one that is popular but not extremely popular. This may seem counter-intuitive, but the reality is that extremely popular keywords are very desirable and so very competitive.

It’s better to try to optimize for keywords that we can rank higher. We will get more page views from a less popular keyword when we are on the first or second page of the search engines, than from a popular keyword that we only make it to page 50 of search engines.

5. Write an accessible site (HIGH PRIORITY) Accessible HTML is accessible to both search engine spiders and screen readers. The more accessible we make our pages, the easier it will be for search engines to read and rank our pages.

6. Use the keyword phrase in our title tag (HIGH PRIORITY The title tag is one of the most important tags on our Web page. And placing our keyword phrase in the title tag, preferably at the beginning, is very

9

important to get that phrase into the search engines and that puts our keyword phrase as the link in the search engine index.

7. Getting a domain with a keyword phrase Putting our keyword phrase in our domain name is a way to optimize for that phrase.

8. Use the keyword phrase in our URL (HIGH PRIORITY) Even if we can't get our keywords into our domain name, we can put them into our URLs. Search engines read the URLs and assign value to the text they find there. Keyword density should be between 3 and 7% for your primary keyword phrase and 1-2% for any secondary keywords or keyword phrase.

9. Use our keyword phrase in anchor text of links Link text is another great place to put our keyword phrase. Links stand out on most Web pages, and are given higher priority than surrounding text.

10. Ask for links to our page A great way to get inbound links is to simply ask for them. But remember that excessive cross-linking can be viewed as spammy, so be careful about trading links or otherwise buying links on external sites.

Search Engine Optimization (SEO) is the process of developing, customizing or retooling a website so that it achieves a sustained high ranking on Search Engine Results Pages (SERP) for important keywords or key phrases. Search Engine Optimization uses a combination of techniques, tools, and technical know-how to get results.

Thus, Search Engine Submission, Link Popularity Building, Keyword Research Analysis, Search Engine Crawler Friendliness Analysis, Title& Meta Tags

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Optimization, Anchor Text Optimization and Search Engine Copywriting are just some of the methods utilized to improve a website's search engine placement. These Search Engine Optimization (SEO) methods leverage knowledge gained from a scientific understanding of the inner workings of search engines and a thorough analysis of trends in the constantly evolving field of Search Engine Optimization (SEO).

Search Engine Optimization (SEO) offers an affordable entry point for marketing our website and an effective way to promote your business online. Search Engine Optimization (SEO) makes for a long-term solution to our access to sustained free traffic and a source of building brand name and company reputation.

Search engines generate nearly 90% of Internet traffic and are responsible for 55% of e-commerce transactions. Search Engine Promotion has shown to deliver the highest ROI, compared to any other type of marketing, both online and offline. Search engines bring motivated buyers to us and hence contribute to increased sales conversions.

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COMPANY PROFILE

12

COMPANY PROFILE Learnovate Ecommerce Llp is a Limited Liability Partnership firm incorporated on 27 July 2020. It is registered at Registrar of Companies, Pune. Its total obligation of contribution is Rs. 10,000.

Designated Partners of Learnovate Ecommerce Llp are Singh Rahul Arunkumar and Singh Ravikumar.

Learnovate Ecommerce Llp's last financial year end date for which Statement of Accounts and Solvency were filed is N/A and as per records from Ministry of Corporate Affairs (MCA), date of last financial year end date for which Annual Return

were

filed

is

N/A.

Learnovate Ecommerce Llp's LLP Identification Number is (LLPIN)AAT-0965. Its Email address is rahulsinghiccs@gmail.com and its registered address is S No 60/1, Nalawade Vasti, Bijalingr, Chinchwad Pune Pune MH 411033 IN , - , .

Current status of Learnovate Ecommerce Llp is - Active.

Company Details

LLP Identification Number

AAT-0965

Company Name

LEARNOVATE

ECOMMERCE

LLP

Company Status

Active

13

LLP Identification Number

AAT-0965

RoC

RoC-Pune

Main division of business activity to be

Computer and related activities

carried out in India

Description of main division

Computer and related activities

Number Of Partners

0

Number of Designated Partners

2

Date of Incorporation

27 July 2020

Age of Company

0 years, 1 month, 4 days

14

Social marketing is the process of promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amounts of traffic.

There is no other low-cost promotional method out there that will easily give you large numbers of visitors, some of whom may come back to your website again and again.

If you are selling products/services or just publishing content for ad revenue, social media marketing is a potent method that will make your site profitable over time.

Those who ignore the efficacy of social media usually fall into three categories; the ones who don’t know much or anything about social media, the ones who are interested but don’t know how to use it and those who don’t believe in the value that a social media strategy can bring to any site or business.

Social marketing consists of the attempt to use social media to persuade consumers that one's company, products and/or services are worthwhile.

Businesses using social media want to sell their products or services of course. But as blatant advertising on social media would, in most cases, alienate their intended audience or even get them kicked out of the particular social community they're trying to infiltrate, businesses need to use other methods to promote themselves.

To use social media marketing effectively, businesses have to be perceived as members of the social media community, willing to interact with other members.

The main problem with social marketing from a business perspective is that it can be incredibly time-consuming. Social media marketing campaigns are not one-shot affairs; they need to be nurtured over time. While big businesses such as Dell, Microsoft and HP have been using social media marketing effectively, they have the

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kinds of marketing budgets that allow them to assign x number of staff to conduct and manage social media marketing campaigns, resources that a lot of small businesses don't have.

Still, social marketing is a type of marketing that many small businesses could benefit from, if only to find out more about what their customers are thinking - and saying about their brand and their products.

What is the Scope of Social Media in India?

The scope of social media in India is immense and increasing rapidly. It is the 10th biggest economy and also has the 2nd largest population in the world. A survey in 2019, which includes the top businesses admitted that 15-20% of their marketing budget is allocated for social media advertising. From that, it is understood the importance of social media in brand advertising.

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Four Reasons to Practice Social Marketing Following are reasons for using social marketing: 1. It’s natural. Not only do you get natural links without any discernible pattern, your website is exposed to large groups of people in a spontaneous fashion.

This differs from paid advertising which has overt commercial overtones.

2. It’s defensible. Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. While you can’t easily increase your search engine traffic, social media traffic can be very easily controlled through strategic marketing.

3. It’s low-cost/high returns. If done by you, costs are limited to only time and perhaps the expenses involved in hiring a freelance programmer/designer. The benefits will often exceed the cost. It would take you thousands of dollars to buy many links; social media has the ability to give you that for free.

4. It complements other efforts. Social media optimization and marketing is usually community-specific. It doesn’t interfere with any other methods of getting traffic to your website. It can and will fit perfectly with an advertising campaign targeting other websites or search engines.

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CHANNELS OF SOCIAL MEDIA MARKETING 1. Social Networks: These sites let you create your own personal page and connect with friends and family to share content and connect. The largest social networking site today is Facebook with more than 400 million users.

2.

Blogs

Perhaps the most common form of social media are blogs. Blogs are online journals, generally open to read and comment by anyone. Blogs often contain product reviews that are sponsored by the producing company.

3.

Wikis

Wikis are websites that comprises the work of many different authors on different subjects. A wiki allows anyone to edit, delete or add content. The most commonly known wiki is Wikipedia with over 3 million articles today.

4.

Podcasts

Podcasts is a series of audio or video files that are episodically released.

5.

Forums

Forums are websites for public or private online discussions, often around specific topics.

6.

Content communities

These are sites where you share content, like video (YouTube), images (Flickr) and bookmarks (del.icio.us).

7.

Micro blogging

These are commonly downsized blogs with a touch of social networking. Twitter is the most common micro blogging platform

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ROLE OF SOCIAL MEDIA MARKETING Social media marketing represents low-cost tools that are used to combine technology and social interaction with the use of words. These tools are typically internet or mobile based. A few that you have probably heard of include Twitter, Facebook, MySpace and YouTube.

Social media marketing gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the "brand" and helps you to spread your message in a relaxed and conversational way.

The downfall to social media, if you could call it that is that it must be a part of your everyday life in order to keep the momentum and attention you need for it to be successful.

Following are companies that have involved in social media sucessfully: 

Absolut Vodka - Online Video on YouTube and Using Facebook to house their Top Bartender fan page.



BMW - Utilizing Facebook to promote their 1-Series Road Trip and they have created a Rampenfest Page for fans.



Dunkin Donuts - That's right they've found value in social media and have set up a microblogging Twitter account.



Barack Obama - He has been seen as a leader in the use of Twitter during the Presidential Election. He has over 3,66,59,000 followers and is following over

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BENEFITS OF SOCIAL MEDIA MARKETING The two-way communication feature of social media enables organizations to communicate with their customers. This type of communication is a good thing – organizations can form more personal relationships with customers by letting them become part of a community around the brand they want to support. Creating a community around the brand increases the possibility of having customers for life.

The community can also gain new customers or find new professional partners for new ventures and expand the brand to new markets.

Using powerful tools such as Twit Links, Socialwhois, and Social Too to do real-time searches on the latest feeds and tweets around your social community your organization can gain valuable market data about what your customers like and dislike and you can also do searches around new markets if you are in the expanding stage.

Few of the major benefits of Social Media Marketing are:

1. Generates exposure for business 2. Increases online traffic/subscribers 3. Results in new business partnerships 4. Helps the company rise in search rankings 5. Reduces overall marketing expenses

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PROBLEMS Social media includes risks and other problems you can encounter as an individual as well as an organization. Several major organizations have encountered social media disasters. Domino’s Pizzas social media disaster occurred about a year ago when two Domino’s Pizza workers posted a video on YouTube that showed the employees doing disgusting things with pizza toppings. The employees were fired and faced criminal charges, but Domino’s Pizza had to deal with a disaster that could have been prevented.

Problems and risk within organizations 1. Create a social media handbook for your employees; a pamphlet with a set of common sense guidelines that lay out the organization’s policies regarding social media.

2. Create a social networking crisis management team to manage any negative or false information.

3. Put the social networking crisis management team to monitor your company’s name on social networking sites via Twitscoop, RSS feeds, and Technorati to track recent posts about your organization.

Problems and risk for individuals 1. It’s easy to give away personal information that can enable people to find you or your family´s members. Never put your personal address, phone number or full name on a social networking site.

2. People can easily use this information to find your exact location and address.

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3. Connecting on social networking sites are great, but people there are not always who they seem to be. People pretend to be someone else and private accounts have been stolen (identity theft).

4. Identity theft is increasingly common and usually the motive to identity theft is financial gain.

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SOCIAL MARKETING STRATEGY: As a marketing strategy social media marketing strategy can deliver value in three main ways: 1. Community and relationship building Engagement, being part of the conversation around particular topics or areas of interest, builds familiarity and trust with people, and garners notice. Being an active, positive brand in the marketplace = good brand image. Customers want to deal with businesses they feel a connection with.

2. Creating authority By helping people, giving away info/expertise, answering questions, providing insight, etc. in the social network arena a company establishes its credibility, its value, its quality. Customers want to do business with authoritative, quality brands.

3.

Creating Content

The heart of any social media marketing programme is content, usually created through a blog but also can include video, pictures, polls, whitepapers, ebooks, reports, e-newsletters, etc. In general content is information in one form or another that makes people want to pay attention to you. It’s helpful, informative, interesting. It is through this content that customers or referrers find out about you, what you do, and how you can help them. This is a subsection of social media marketing called content marketing. Content marketing refers to the technique of creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers.

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Creating great content for your marketing is important. But great content doesn’t distribute itself. It needs vehicles (e.g. Facebook, Twitter, LinkedIn) for people to pass it along, discuss its merits, argue over its controversies, blog it, mash it, tweet it and even scrape it. This is where the social networks come in.

The best distribution network in the world is pointless if you have nothing to deliver across it. You might have a million followers on Twitter, but unless you engage those followers, they won’t listen and you will achieve nothing. Equally, what is the point in fabulous content if no one ever hears about it? Social media is an unsurpassed tool for getting content distributed. On the flip side, great content gives social media life, by giving people something more interesting to talk about than what they’re ordering right now at Starbucks.

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STEPS TO SOCIAL MEDIA MARKETING:

Find your audience. Listen. Learn.

Find out where your customers, competitors, or people who share similar interests, values, etc are online and be there yourself. Monitor the social networks to find out what is being said about you, your products, your competition, and your industry.

This will give you an idea of the current landscape; this is competitive and industry analysis. Record this information as a starting point against which to measure the impact of your social media strategy over time.

Strategize and plan Is a social media effort right for you? How can it help your overall business goals and marketing strategy? What are you looking to achieve? Set a goal (or goals) and set measurable objectives against the goal(s) that will help determine the success or failure of the effort and allow you to adjust the strategy if required. Then, with an understanding of the landscape and established objectives, write a strategic plan and a

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financial model to achieve the objectives. Finally, develop the tactical implementation to undertake the strategic plan. Decide who will be responsible. Within what timeframe do you plan to achieve the (goals)? What milestones should be targeted? What tools, platforms and programs are required? How will you measure the outcomes along the way?

Implement Plug the tactical plan into the organization. Are you hiring new staff, reassigning existing ones, or simply allocating internal responsibilities differently? Establish those roles, responsibilities and working practices. If the strategy calls for crossdepartmental effort, build those communication lines and workflows. Train the staff (and management) on the ―what‖ and the ―how‖ but also on the ―why‖ of the social media program. Set up the tools and platforms that will be used. Integrate those tools into existing platforms/procedures. Create guidelines for corporate/employee social media usage (note: I said ―guidelines‖ not ―rules‖ – the best results in social networking come from allowing employees to be as personal, natural and authentic as possible in their dealings with others).

Manage This is the day-to-day execution of the program. Depending on the strategy, it may include some or all of these: content production and publishing, content distribution, reputation management, community engagement, customer support, business intelligence (competitor activity, customer insights), brand management, market research, monitoring, measurement and analytics.

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Measure Measurement is a part of the management function because there is a regular ongoing aspect to it, It is through proper measurement that you understand if your objective are being met and, if not, to help you reassess your strategy and/or tactics (or even the people responsible for carrying them out). Measuring is defined by both the ―what‖ and the ―how.‖ What are we going to measure? Is it measurable? Is it the right thing to measure? The ―what‖ question goes back to the strategy development piece and should have been defined then and there. The currency here is probably numbers or statistics: numbers of followers/friends, number of social mentions, click-through, comments, website visitors, discussions, emails delivered, and, ideally, sales. But the currency might also be less defined: positive or negative press, change in sentiment about your brand, company or product, tone of discussions, and positive or negative word of mouth.

The ―how‖ begins with monitoring (which should have started even before the strategy work) using tools and processes that enable you to track the results of your activities. This means social media monitoring tools, conversion metrics, web analytics, RSS feed counters, even things like feedback forms, surveys, and customer recommendations.

However, monitoring is not measuring. People often get them mixed up. Measuring is how we calculate the results of our monitoring over time against our objectives to test whether we are achieving them. Again, measuring is so important because tells us if we are having success.

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Review As your social media plan progresses you should be analyzing your results against the milestone expectations you established at the outset. Review your plan regularly and if things aren’t working as you intended, adjust your approach. It is a cyclical process of regular reviewing and refining.

―Social networks grow 23% worldwide; India sees the fastest growth‖ Worldwide, social networking saw 23.1% growth over 2011, and while the growth rate will drop in the next few years, it will remain in the double digits. This growth is largely fueled by Facebook’s expansion – except in China, where the site is banned – which is expected to pass the billion-user mark by the end of 2013. Facebook saw 44% growth in 2011; this is expected to drop to 13.9% in 2014.

India will see the fastest growth in social networking this year (51.7%), followed closely by Indonesia with 51.6%, and China lagging further back with 19.9%.

Countries were also ranked by social network penetration, or having the greatest share of social network users as a percentage of the total population: • US took the lead with 49.9% • followed by Canada (49.3%) • South Korea (46.6%) • Australia (44.4%) • Russia (41.9%)

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Developing countries – where fewer people are online overall – showed social networking as a highly popular activity for those who are online. In Brazil, 87.6% of internet users will use social networking sites in 2012 (Indonesia follows closely behind with 87.5%).

In terms of overall users, the Asia-Pacific region has the highest number of social network users in the world, with 615.9 million internet users logging on to social sites by the end of this year. Nearly half of those users will be in China, where social network users will outnumber their counterparts in the US by nearly two to one (despite the absence of Facebook). China and the US are the two countries with the highest number of social network users overall.

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SOCIAL MEDIA- INTEGRAL PART OF MARKETING:

As usually happens with hype we are going through a pendulum swing now.

Wharton’s Van den Bulte comments on this, ―Yes, there is much more information flow among consumers, and not all of them beat the same drum as the companies, so firms have lost power. Living in denial is not going to be healthy. On the other hand, totally surrendering and letting go of all control may be too much…I think firms need to find a balance.

In the end, any marketing campaign a company wants to launch is going to use all the channels and mechanisms available. They will continue to make extensive use of traditional broadcasting tools and complement them with other social networking mechanisms that provide additional benefits. Considering that Social networking is becoming pervasive, traditional broadcasting and new social marketing will benefit from each other. As individuals can bring their profiles beyond the social networking platforms, they can start leveraging this fact when they visit traditional media. This is possible today with Facebook as some media sites provide a log in that syncs up with the Facebook and hence identifies your profile.

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New metrics for social marketing

Multiple analyses point out that marketers today are not satisfied with the way they measure the effectiveness of their social campaigns. The measurement and accountability of social marketing goes along two dimensions: being able to measure what happens in a meaningful way and, being able to provide measurement to anticipate or predict the effectiveness of a given campaign. Traditional measures like hits and pages viewed do not really focus on the specific value of social marketing. According to Paula Amunátegui Perelló, project manager for new media at Switzerland-based General Motors Europe, the traditional metrics won’t do. Simply looking at the number of people who visit a website is not sufficient. Her team looks at metrics like how many blogs link to the web site, how many people subscribe to the site’s content or watch videos and the number and quality of comments posted directly on the site.

As social marketing becomes more mainstream we expect a significant development of the type of data captured and measured. This will evolve into new behavioral marketing techniques that will help launch effective campaigns by understanding the diffusion paths within social networks. For example, key influencers for a given product or service could be identified, and specific campaign messaging channeled through them to hit their followers.

We expect measures such as the speed of propagation, the density of networks and the variety of networks to enter the lingo of social marketing in the near future. Together with the pervasiveness of the social networking profile, will come a pervasiveness of

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social analysis; a comprehensive use and understanding of the social graph. This means sophisticated analytics of patterns of diffusion of ideas or products will become mainstream. Predictive engines will therefore emerge that focus on these patterns using techniques like psychographics and semantic analysis.

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Related Literature A. Foreign Literature Chung and Austria (2010) postulate that Social media includes various methods of online communication such as social networking, user-sponsored blogs, multimedia sites, company sponsored websites, collaborative websites as well as podcasts. T..his definition includes just about the entire scope of the activities that a majority of individuals who participate in online communications would be involved with.

Dutta (2009) further reiterates this point by stating ―it’s no secret that social media—global, open, transparent, non-hierarchical, interactive, and real time—are changing consumer behavior and workplace expectations.‖ It is becoming increasingly difficult

and in some cases,

impossibleto follow traditional

communication structures of non-transparency and hierarchy when people communicate via social media platforms. This is particularly true of business communication. Consumers now have more access to information than they ever had before.

Over 50 per cent women who access the internet in India have said that internet research influenced their decision before finalizing a product, Google India's 'Women & Web' study reveals. In terms of the most researched category and influence on final purchase decisions, internet influence was the highest for skin care products, with over 72 per cent of the surveyed women admitting the influence. Baby care (with 69 per cent) and hair care (with 65 per cent) products were the other categories that scored high in terms of influence of the internet. In an study titled ―Digital & Social Media in the Purchase Decision Process,‖ on 2000 shoppers of US

33

conducted by ARF it was found that roughly one-third of shoppers were either introduced to a brand or product, or changed their opinion about a brand or product during the buying process, because of social media. What’s more, 22% of shoppers surveyed by the ARF said that social media was ―important in my final purchase decision.‖ "There have been doubts about the effectiveness of social media for business because the link between a firm's efforts and the return on investment hasn't been established," Bezawada in his study on title‖ Social media pays off for business ― states that when customers engage with a business through social media they contribute about 5.6 percent more to the firm's bottom line than customers who do not.

The unique aspects of social media and its immense popularity have revolutionized marketing practices such as advertising and promotion (Hanna, Rohn and Crittenden, 2011). Social media has also influenced consumer behavior from information acquisition to post purchase behavior such as dissatisfaction statements or behaviors about a product or a company. (Mangold and Faulds, 2009) Electronic media have transformed consumers, societies, and corporations with wide spread access to information, better social networking and enhanced communication abilities (Kucuk and Krishnamurthy, 2007). The social media network link millions of users from all over the world with same interests, views and hobbies.

Blogs, YouTube, MySpace, Facebook are examples of social media that are popular among all level of consumers. (Sin, et al., 2012) Users are using several online formats to communicate, (e.g., blogs, podcasts, social networks, bulletinboards, and wikis) to share ideas about a given product, service, or brand and contact other consumers.

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Many marketers believe that the organizations should aggressively promote only one advantage in the market concerned (Moise, 2011) and social networks in the online environment allows them to appear more attractive to consumers. The much higher level of efficiency of social media compared to other traditional communication channels prompted industry leaders to state that companies must participate in Facebook, Twitter, Myspace, and others, in order to succeed in online environments (Kaplan and Haenlein, 2010).

B. Local Literature In a recent study conducted by Effective Measure, a research supplier for web audience measurement, 83 percent of Filipino respondents say that engaging in the Facebook corporate page influenced them to buy from those businesses while 72 percent claimed they are urged to buy upon seeing Facebook Ads. Indeed, Filipinos are proving that they are one of the social media savviest countries in the world. They are also found to spend 41.5 percent of their computer time in social media versus 19.5 on news websites and 17.3 percent on service websites.

In a separate report from Social Media Today, Filipino internet users spend an average of four hours a day in social media, 97 percent of them on Facebook.

Facebook knew this that’s why its new algorithm that was started in 2013 has limited the organic reach of Facebook business pages to 6 percent. What does this mean? If a Facebook business page with 1,000 fans posts a status update, roughly 60 people will get to see it on their news feed.

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Mediabistro had foreseen this happening since last year and made a prediction that this year companies will face more pressure to pay sponsor ads. ―It’s pretty easy formula,‖ mediabistro writes. ―Social networks are vital medium for consumers. More brands are using social media and sponsored ads will help them connect with their target client base.‖ True enough, Facebook delivers the goods. When it introduced Custom Audiences last year, it allows advertisers to tap into Facebook users who previously used their website or mobile apps.

Using this feature, for instance Zaggora, a woman’s active wear company, increased its return on ad spend (ROAS) by as high as 600 percent.

Related Studies A. Foreign studies Since the inception of Social networks 1997, with the launching features of blogging and posting through web 2.0 named as six degress. com. The basic purpose of this site was to facilitate people in terms of social connectivity via , My Space as well as advance mode of face book and other software’s like Orkut, Google talk, Skype, Hangout and what-up etc. Cheung and Lee stated that, ―the decision to use online social networking technologies represents a social phenomenon that largely depends on the interactions‖ and concludes observing that ―the driving forces behind online social networks are connections and community, and the usage is largely depended on subjective norm and social identity‖. Mangold and Faulds defined that ―Social media is a hybrid element of promotion mix because in traditional sense it

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enables companies to talk their customers while in a non-traditional sense it enables customers to talk directly to one another. The key factor behind the performance of Management is based as team work, while the progress of employee’s depending upon leadership of the management. However, the term management is not only consisting on firm level but also for Institutions, Economy and State levels respectively Shahzad and Rehman. With the help of social media people enjoying their lives smoothly and remain connect with their love-ones, as well as it provides salient pieces of information for different purposes, social media can be named as consumer generated media, new media and citizen media.

All most all business takes into consideration of usage of social media in order to market / branding some product. Small businesses use social media application as a marketing tool for the branding and marketing of their products. A practical approach has been followed by Karkkainen investigating general companies to actually see how much of the social media application has actually penetrated the nontechnology and traditional organizations. Based on survey results he finds application of social media by businesses is inclined more towards communication to the customer in the traditional sense like branding, public relations and lead generation rather than communication with the customer, understanding the customer and internal communications. The strategies of small business are to adopt micro blogging to make direct connect with individual who has some interest in their business Shabbir.

Gunther et al. says that social media helps small business entrepreneurs to build their small community over that media for smooth interaction with their partners.

The motivation for adopting micro blogging by small business entrepreneurs has been to make connections more appropriately directed connection with people

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who have same or common business interest and hence the businesses especially small and medium enterprises are trying to adopt micro blogging as evident from the studies of Gunther et al.,Meyer and Dibbern ,Fischer and Reuber , Riemer and Richter.There is a new trend of using face book by small business users due to cost saving as well time saving in order to promote their products as well as use face book for connecting themselves with weak ties and career advancement. Fischer and Reuber say that ―in the relatively few scholarly studies that consider how such social media may benefit firms, the majority has focused on social media as marketing tools and also suggest that entrepreneurs who have used Twitter that ―entrepreneur learned that he could connect to his customers even more effectively than he had been doing‖.

Now a days, small businesses use assortment of applications in social media to enhance their business growth as well as for publicity. As, large number of related field join their pages that’s why they earn more and share knowledge with each other’s, results in expansion of their businesses. With the passage of time, no doubt in it that technology is becoming faster and faster as well as making lives of individuals easier, on the other hand the opportunists taking advantage of this facility and brining new ideas on the facets. Entrepreneur will use the face book to connect to its weak ties or try to increase contact with existing strong ties. Small business use social media more because it is all about socializing and sharing opinions. These opinions can be expressed as written entries in the form of blog posts or comments, video presentations and votes on social media sites. These opinions are direct and unfiltered Shabbir. The openness of these opinions is one of the main changes social media introduced to the relationship between business and customers.

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Entrepreneur use social media as a marketing tool because through this tool they can build quickly a network of supporters which is vital for business growth.

Because these supporters keep bring a customer’s/ business for small business entrepreneurs by referring it to others. Social media helps to create a long term relationship between businesses and customers. But there are some issues related to social media in first is that worries businesses concerning the implementation of social media is the lack of consensuses on how two implement different activities as the platforms and the technologies are so dynamic and there has not been a clear guideline for businesses as to how to utilize them. Mostly business use their own experimental approach to achieve a better result and this has somehow made the task more challenging. Second is implementing social media is the task of setting a clear objective and large number of businesses join the social media every year but those who maintain their online presence effectively are relatively low, this is because many of those businesses launch the social media campaign without clear strategic goal.

Gillin explains probably most businesses want to experiment the technology or maybe they are attracted by the low cost of entry and he suggests experimenting is better than inaction, but better to have a plan. Tuten suggests if a business is to benefit from social media marketing, the first step in the process should be to set objectives for the campaign, as setting objective is a critical step in any communication and marketing planning process. According to him, any marketing campaign without an objective cannot be measured and evaluated and unless we are able to measure the performance it can be considered a waste of an effort. (https://www.omicsonline.org/openaccess/impact-of-social-media-applications-on-small-business-entrepreneurs-22235833-1000203.php?aid=71295)

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B. Local Studies Brands in the Philippines are placing social media at the heart of their strategy as they strive towards 360-degree customer engagement, according to a study released recently by consultancy firm TNS (Taylor Nelson Sofres).

The results from TNS’s annual Marketing Monitor study across Asia Pacific highlighted the centrality of social media for marketers — it ranked as the top element guiding the planning process, as well as the top metric used to measure the performance of campaigns.

According to the study, which surveyed a total of 2,250 marketers in Asia Pacific, including 200 from the Philippines, businesses are using a variety of sources to inform their marketing strategy.

Insights gathered through social media monitoring have finally overtaken more traditional metrics such as market share data and brand tracking to become the most popular component used by marketers.

The findings echo the changes happening in consumer behavior across the region. As people become more connected via digital channels, brands are focusing on how they can communicate with their customers in the online spaces where they are already spending time – social.

What’s more, for many mobile-first internet users across the country, social is the primary reason for going online, and so it is a valuable environment for marketers to both connect with their audiences and build a better understanding of them.

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Zoë Lawrence, digital director for Asia Pacific for TNS, said: ―It’s no secret that social has become an intrinsic part of our daily lives – 97% of connected consumers in the Philippines use social networks, switching between Facebook and Google+ and Instagram as the top three channels. ―This mass adoption of social provides marketers with an array of sources when it comes to developing strategies and evaluating the effectiveness of their marketing activity. As the digital ecosystem evolves, we will continue to identify new ways to build insights. However, whatever the metric used, it’s important to ensure marketers are monitoring the indicators that contribute to sales.‖ The study also highlighted the top priority for marketing departments this year – customer relationship management. The findings revealed that marketers’ sphere of activity has now broadened, as they concentrate on how to deliver the best overall customer experience, ahead of the traditional aim of increasing brand awareness.

To achieve this, businesses are using social media across a range of disciplines. For example, 43% of marketers are using social media for brand communications, but in addition, even more (44%) are using it to provide customer service.

Social media appeared to be a big part of ecommerce strategy, with 54% using social media advertising and one in three (32%) using social media buy buttons.

Despite this approach to using social to support a variety of marketing goals, the results showed that businesses are not working as collaboratively as they could be, with less than half (49%) of marketers partnering with customer service teams, one in

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four (27%) working with the digital team and a mere 10% working with the insights department.

Lawrence said: ―With marketers using social for a range of marketing objectives, it is important that they are offering a consistent, coherent experience to the customer. Brands need to strive to break down the silos in their organizations to ensure that they are realizing the potential positive impact that an aligned, wellexecuted social strategy can deliver.‖ (http://newsbytes.ph/2016/09/01/study-socialmedia-taking-over-in-ph-marketing-customer-service/).

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Conceptual framework

Effectiveness of Social Media in Business as a Marketing Tool

 Respondents:   

Sex Income Graduated, Under graduated, or Professional

 

Data Gathering (Survey Questionnaire) Data Processing Data Interpretation

Outcome: Summary, Conclusion and Recommendation

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Objectives of the Study

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OBJECTIVE OF THE STUDY

To Study the Customer experience using of Social Media Marketing in Learnovate Ecommerce Llp in Lucknow To study the impact of digital marketing in bringing top ranks in Google for a website in an organic way by using Search Engine Optimization(SEO) To identify the perception of customers on the major aim of digital marketing To understand the most preferred digital marketing strategy to promote the website To assess the satisfaction level with Learnovate Ecommerce Llp on the digital marketing To provide suitable suggestions for improving the effectiveness of digital marketing services and improve the overall customer satisfaction.

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Research Methodology

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RESEARCH METHODOLOGY Methodology is the systematic, theoretical analysis of the methods applied to a field of study. ... Typically, it encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques. A methodology does not set out to provide solutions - it is, therefore, not the same as a method.

Research design -The research design refers to the overall strategy that you choose to integrate the different components of the study in a coherent and logical way, thereby, ensuring you will effectively address the research problem; it constitutes the blueprint for the collection, measurement, and analysis of data.

Exploratory Research is research conducted for a problem that has not been clearly defined. It often occurs before we know enough to make conceptual distinctions or to posit an explanatory relationship. Exploratory research helps determine the best research design, data-collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist.

Universe- Lucknow Sample Area –, Lucknow

Sample Size- 100

Sample Design: A sample design is made up of two elements. Sampling method.

Sampling method refers to the rules and procedures by which some elements of the population are included in the sample. Some common sampling methods are simple random sampling , stratified sampling , and cluster sampling .

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Judgmental Sampling Design: Judgmental sampling design is usually used when a limited number of individuals possess the trait of interest. It is the only viable sampling technique in obtaining information from a very specific group of people. It is also possible to use judgmental sampling if the researcher knows a reliable professional or authority that he thinks is capable of assembling a representative sample.

Sample Unit: Individuals

Data source- Primary data & Secondary Data

The two main sources of data for the present study have been primary data and secondary data.

1. Primary Data: Primary data consists of original information collected for specific purpose.

The primary data for this research study was collected through a direct survey with the viewers guided by a structured questionnaire. The questions were structured and direct as to make viewers understand easily.

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2.

Secondary Data:

Secondary data consists of information that already exists somewhere, having been collected for specific purpose in the study. The secondary data for this study collected from various books, company websites, and from company brochures.

Data Collection Tools: Questionnaire A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case.

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Data Analysis

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DATA ANALYSIS & INTERPRETATION 1. Which social network networking sites you mainly use?  Facebook  Instagram  Youtube  Other Options

No. of Respondents

% of Respondents

Facebook

25

50

Instagram

5

10

Youtube

20

40

Other

5

10

Total

50

100

No. of Respondents 9%

Facebook 46%

Instagram Youtube

36%

Other

9%

Interpretation The above data represents about 50% of Respondents use facebook, 40% use Youtube and 10% for Instagram and 10% use all of the social sites

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2. Have you seen advertisement on social networking sites?  Yes  No Options

No. of Respondents

% of Respondents

Yes

30

60

No

20

40

Total

50

100

No. of Respondents

Yes No

Interpretation The above data represents about 60% of respondents seen advertisement on social networking sites.

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3. Which one is most attractive Social Media Platform?  Facebook  Instagram  Youtube  Other Options

No. of Respondents

% of Respondents

Facebook

25

50

Instagram

5

10

Youtube

15

30

Other

5

10

Total

50

100

No. of Respondents 10%

Facebook 30%

50%

Instagram Youtube Other

10%

Interpretation The above data represents about 50% of respondents says facebook is most attractive, 10% says Instagram is most attractive and 30% for Youtube and 10% use all of the social sites.

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4. Have you ever promoted your business before approaching Learnovate Private Ltd.?  Yes  No Options

No. of Respondents

% of Respondents

Yes

30

60

No

20

40

Total

50

100

No. of Respondents

Yes No

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5. How long have you been using the Digital marketing services for your business optimization at Learnovate Private Ltd.?  Less than 1 year  1 to 3 years  1 to 5 years  1 to 10 years  Above 10 years Options

No. of Respondents

% of Respondents

Less than 1 year

48

96

1 to 3 years

2

0

1 to 5 years

0

0

1 to 10 years

0

0

Above 10 years

0

0

Total

50

100

No. of Respondents

Less than 1 year 1 to 3 years 1 to 5 years 1 to 10 years Above 10 years

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6. Through Learnovate Private Ltd. digital marketing, how many leads or customers you are getting per Month?  Less than 1000 respondents  1000 respondents  More than 1000 respondents Options

No. of Respondents

% of Respondents

Less than 1000 respondents

44

88

1000 respondents

1

2

More than 1000 respondents

5

10

Total

50

100

No. of Respondents 2%

10%

Less than 1000 respondents 1000 respondents More than 1000 respondents

88%

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7. According to you which digital marketing service offered by Learnovate Private Ltd. gives you more traffic/customer to your business?  Social Media Optimization  Search Engine Optimization  Search Engine Marketing Options

No. of Respondents

% of Respondents

Social Media Optimization

20

40

Search Engine Optimization

15

30

Search Engine Marketing

15

30

50

100

Total

No. of Respondents

30% 40%

Social Media Optimization Search Engine Optimization Search Engine Marketing

30%

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8. How long is Learnovate Private Ltd. being servicing you?  Less than 1 year  One year  More than 1 year Options

No. of Respondents

% of Respondents

Less than 1 year

50

100

One year

0

0

More than 1 year

0

0

Total

50

100

No. of Respondents 0%

Less than 1 year One year More than 1 year

100%

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9. How much revenue are you currently generating from Organic search (Digital marketing) on a monthly basis?  Less than 10,000  10, 001-25,000  25, 001-50,000  Above 50,000 Options

No. of Respondents

% of Respondents

Less than 10,000

6

12

10, 001-25,000

22

44

25, 001-50,000

18

36

Above 50,000

4

8

Total

50

100

No. of Respondents 8%

12%

Less than 10,000 10, 001-25,000 36%

25, 001-50,000 Above 50,000

44%

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10. How often is you’re Ads being updated?  Three months  Six months  One year Options

No. of Respondents

% of Respondents

Three months

35

70

Six months

10

20

One year

5

10

Total

50

100

No. of Respondents 10%

20%

Three months Six months One year 70%

60

11. Do you agree that Learnovate Private Ltd. has more customized features for its advertising policies than other?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree Options

No. of Respondents

% of Respondents

Strongly agree

5

10

Agree

18

36

Not sure

2

4

Disagree

20

40

Strongly Disagree

5

10

Total

50

100

No. of Respondents 10%

10% Strongly agree Agree Not sure 36%

40%

Disagree Strongly Disagree

4%

61

12. Do you agree that Learnovate Private Ltd. advertisement policy is less disturbing than other?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree Options

No. of Respondents

% of Respondents

Strongly agree

4

8

Agree

17

34

Not sure

4

8

Disagree

20

40

Strongly Disagree

5

10

Total

50

100

No. of Respondents 10%

8% Strongly agree Agree 34%

Not sure Disagree

40%

Strongly Disagree

8%

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13. Do you agree that Learnovate Private Ltd. helped you to increase your business?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree Options

No. of Respondents

% of Respondents

Strongly agree

8

16

Agree

22

44

Not sure

1

2

Disagree

15

30

Strongly Disagree

4

8

Total

50

100

No. of Respondents 8%

16% Strongly agree Agree

30%

Not sure Disagree Strongly Disagree 44%

2%

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14. Do you agree that Learnovate Private Ltd. help to change the way of your business?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree Options

No. of Respondents

% of Respondents

Strongly agree

3

6

Agree

12

24

Not sure

10

20

Disagree

22

44

Strongly Disagree

3

6

Total

50

100

No. of Respondents 6%

6%

24%

Strongly agree Agree Not sure

44%

Disagree Strongly Disagree 20%

64

15. Do you satisfied with the service of Learnovate Private Ltd.?  Yes  No Options

No. of Respondents

Yes

35

No

15

Total

50

% of Respondents

100

No. of Respondents

30% Yes No 70%

65

16. What is your satisfaction level with Learnovate Private Ltd. on the following factors? a. Ads design  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

5

10

Agree

15

30

Not sure

15

30

Disagree

10

20

Strongly Disagree

5

10

Total

50

100

No. of Respondents 10%

10% Strongly agree

20%

Agree 30%

Not sure Disagree Strongly Disagree

30%

66

b. Ads look and feel  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

4

8

Agree

16

32

Not sure

15

30

Disagree

11

22

Strongly Disagree

4

8

Total

50

100

No. of Respondents 8%

8% Strongly agree

22%

Agree 32%

Not sure Disagree Strongly Disagree

30%

67

c. Ads User friendly  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

5

10

Agree

15

30

Not sure

15

30

Disagree

10

20

Strongly Disagree

5

10

Total

50

100

No. of Respondents 10%

10% Strongly agree

20%

Agree 30%

Not sure Disagree Strongly Disagree

30%

68

d. Ads Compatibility  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

3

6

Agree

17

34

Not sure

15

30

Disagree

11

22

Strongly Disagree

4

8

Total

50

100

No. of Respondents 8%

6% Strongly agree

22%

Agree 34%

Not sure Disagree Strongly Disagree

30%

69

e. Ads Content  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

4

8

Agree

16

32

Not sure

15

30

Disagree

11

22

Strongly Disagree

4

8

Total

50

100

No. of Respondents 8%

8% Strongly agree

22%

Agree 32%

Not sure Disagree Strongly Disagree

30%

70

f. Keywords  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

6

12

Agree

16

32

Not sure

13

26

Disagree

10

20

Strongly Disagree

5

10

Total

50

100

No. of Respondents 10%

12% Strongly agree

20%

Agree Not sure 32%

Disagree Strongly Disagree

26%

71

g. Internal linking  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

6

12

Agree

15

30

Not sure

14

18

Disagree

10

20

Strongly Disagree

5

10

Total

50

100

No. of Respondents 10%

12% Strongly agree

20%

Agree 30%

Not sure Disagree Strongly Disagree

28%

72

h. Back linking  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied Options

No. of Respondents

% of Respondents

Strongly agree

6

12

Agree

15

30

Not sure

12

24

Disagree

12

24

Strongly Disagree

5

10

Total

50

100

No. of Respondents

Strongly agree Agree Not sure Disagree Strongly Disagree

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FINDINGS

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FINDINGS  Most of the respondents agree that the social networking site will boost the rank in your website through Learnovate.  50% of Respondents use facebook, 40% use Youtube and 10% for Instagram and 10% use all of the social sites  60% of respondents seen advertisement on social networking sites.  50% of respondents says facebook is most attractive, 10% says Instagram is most attractive and 30% for Youtube and 10% use all of the social sites.  30% respondents were agreed, 10% were strongly agreed, 50% were not sure and 10% were disagreed. So, it can be said that Learnovate has more customized features for its advertising policies than other.  50% respondents were agreed, 20% were strongly agreed, 10% were not sure and 10% were disagreed. So, it can be said that Learnovate advertisement policy is less disturbing than other.

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RECOMMENDATION

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RECOMMENDATION 1. Increasing the knowledge of the customers about the Learnovate Marketing.

2. Various institutes should be opened for the study of the concept of Social media marketing.

3. A good investment should be done in this sector of increasing skills and knowledge of youths about digital India and marketing 4. Various courses should be stated at low rates so that the lower and middle class people can exercise it

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LIMITATIONS

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LIMITATIONS OF THE STUDY 1

Many times responses in questionnaire were incomplete and biased; it may

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Not represent accuracy in study.

3

Some of the respondents of the survey were unwilling to share personal Information.

4

As the study was done within a limited time, investigator could not select a sufficiently large sample for the study.

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CONCLUSION

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CONCLUSION This study has been undertaken to understand the overall effectiveness of the Digital marketing services at Learnovate. For this purpose, responses from the customers have been collected and analyzed. Based upon the findings out of the research, few valuable suggestions have been given to the management of Learnovate to improve the overall effectiveness of Digital marketing services for its customers.

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BIBLIOGRAPHY

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BIBLIOGRAPHY http://www.digitalindia.gov.in/ http://digitalindia.net.in/ https://en.wikipedia.org/wiki/Digital_marketing http://www.businessdictionary.com/definition/digital-marketing.html http://www.sas.com/en_us/insights/marketing/digital-marketing.html

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ANNEXURE

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QUESTIONNAIRE 1. Which social network networking sites you mainly use?  Facebook  Instagram  Youtube  Other 2. Have you seen advertisement on social networking sites?  Yes  No 3. Which one is most attractive and Influencing Social Media Platform?  Facebook  Instagram  Youtube  Other 4. Have you ever promoted your business before approaching Learnovate Private Ltd.?  Yes  No 5. How long have you been using the Digital marketing services for your business optimization at Learnovate Private Ltd.?  Less than 1 year  1 to 3 years  1 to 5 years  1 to 10 years

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 Above 10 years 6. Through Learnovate Private Ltd. digital marketing, how many leads or customers you are getting per Month?  Less than 1000 respondents  1000 respondents  More than 1000 respondents 7. According to you which digital marketing service offered by Learnovate Private Ltd. gives you more traffic/customer to your business?  Social Media Optimization  Search Engine Optimization  Search Engine Marketing 8. How long is Learnovate Private Ltd. being servicing you?  Less than 1 year  One year  More than 1 year 9. How much revenue are you currently generating from Organic search (Digital marketing) on a monthly basis?  Less than 10,000  10, 001-25,000  25, 001-50,000  Above 50,000 10. How often is you’re Ads being updated?  Three months  Six months  One year

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 Others 11. Do you agree that Learnovate Private Ltd. has more customized features for its advertising policies than other?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree 12. Do you agree that Learnovate Private Ltd. advertisement policy is less disturbing than other?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree 13. Do you agree that Learnovate Private Ltd. helped you to increase your business?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree

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14. Do you agree that Learnovate Private Ltd. help to change the way of your business?  Strongly agree  Agree  Not sure  Disagree  Strongly Disagree 15. Do you satisfied with the service of Learnovate Private Ltd.?  Yes  No 16. What is your satisfaction level with Learnovate Private Ltd. on the following factors? i. Ads design  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied j. Ads look and feel  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied

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k. Ads User friendly  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied l. Ads Compatibility  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied m. Ads Content  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied n. Keywords  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied

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o. Internal linking  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied p. Back linking  Highly satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied

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