1. 1. SUMMER INTERNSHIP REPORT DigitalMyBiz (P) Ltd. Bangalore region April 9 June 8, 2014 Submitted by Aditya Pinaki Nayak (U113124) 16-Jun-14 XAVIER INSTITUTE OF MANAGEMENT BHUBANESWAR
2. 2. [DIGITALMYBIZ (P) LTD.] April June,2014 1 | P a g e CONTENTS Sl. No. Topic Page No. 1. Digital Marketing A Brave New World 2 2. About DigitalMyBiz (P) Ltd. 3 3. Digital Marketing In Bangalore 6 4. Approach To Sales 7 5. Inputs In Terms Of Pricing 13 6. Online Survey For Similar Work 13 7. Clientele 14 8. Suggestions 18 9. Conclusion 18 10. Annexures 20
3. 3. [DIGITALMYBIZ (P) LTD.] April June,2014 2 | P a g e I. Digital Marketing A Brave New World The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, are transforming, not just how we access our information, but how we interact and communicate with one another on a global scale. It is also changing the way we choose and buy our products and services. In the developed world, internet access is becoming practically ubiquitous which means people are going online daily to do everything from checking their bank accounts to shopping. Advertising can be intoxicating. The spin, the story, the message, the call to action, the placement, the measurement, the refinement everything. It all adds up to a powerful cocktail that can ultimately change the world. At its core advertising is all about influencing people persuading them to take the action we want whether that is choosing a particular brand of toothpaste, filling a mailing coupon, picking up the phone or visiting a website. Done well, the power of advertising can achieve amazing things. The Technology Behind Digital Marketing Developments in technology and the evolution of marketing are inextricably intertwined. Technology has underpinned major milestones in history of marketing since its inception. The point is that technology has the ability to open up completely new markets, and to radically shake the existing ones. The mainstream adoption of digital technology the internet, the software applications that run on it, and the devices that allow people to connect to both the network and each other whenever, wherever and however they want to promises to dwarf all that has come before it. It heralds the single most disruptive development in the history of marketing. Whether that disruption represents an opportunity or a threat to business depends largely on our perspective. Internet Usage Statistics: India The latest round of I-Cube, a research conducted by IAMAI and IMRB International in June 2013, indicates that the Internet usage in India has gone up with more and more Internet Users using the Internet on a regular basis. In June 2013, India had 190 Million Internet Users. Of this, 130 Million belonged to Urban India and the rest 60 Million were from Rural India. In October, the number of internet users reached 205 Million and was estimated to reach 213
4. 4. [DIGITALMYBIZ (P) LTD.] April June,2014 3 | P a g e Million by December 2013. The number of internet users in urban India is 137 Million in October 2013 and was estimated to touch 141 Million by December 2013. In Rural India, there are 68 Million Internet users in October 2013 and will reach 72 Million by December 2013. The number of Internet users in India is expected to rise 18.53 percent in the coming eight months to reach 24.3 crore by June 2014. Enough Technology Lets Talk About People One of the key things to remember if one is new to digital marketing, as was the case with me initially at the start of the summer internship, is this: Digital marketing is not actually about technology at all; its all about people (marketers) connecting with other people (consumers) to build relationships and ultimately drive sales. Technology merely affords you, the marketer, new and exciting platforms that allow you to connect with people in increasingly diverse and relevant ways. Digital marketing is not about understanding the underlying technology, but rather about understanding people, how they can use that technology, how you can leverage that to engage with them more effectively. Yes understanding the tools at my disposal was important during the Summer Internship but understanding people was the real key to unlocking the potential of digital marketing. II. About DigitalMyBiz (P) Ltd. A brief profile They are group of IITians who dynamically plan and execute ideas to serve cost effective online marketing which helps business to grow Digitally. Founded in the month of December, 2013 Digitalmybiz provides cost effective and brand building medium for digital marketing with guarantee of generating business online otherwise assure to Money Back...!!!!. Their strategies mainly include search engine optimization (SEO), Social Media Marketing (SMM), Channel Maintenance, Corporate Blogging, Call Center Management and Online Media Buying. . 137 mn urban 68 mn rural 58% YoY growth of rural internet users
5. 5. [DIGITALMYBIZ (P) LTD.] April June,2014 4 | P a g e SERVICES With the help of technically strong people and with a sound team co-ordination, our company works to provide services in the field of Digital Marketing. SEARCH ENGINE OPTIMIZATION Be in top 10 ofany search engine will fetch up business automatically over 60 days SEO Services answer you to be in top 10 in some keywords and regular updating will always keep you in Top 10. CHANNEL MAINTENENCE "Every business can't depend on Television to promote videos. Online channels like YouTube are easier and better way to promote your thoughts & Videos. Our services will make your presence prominent and dominating on the online video channels". SOCIAL MEDIAMARKETING "Man is a social animal and todays busy life forces him to depend on social media." SMM is the way to promote your business which in turn generates highest "ROI" in Top 10. BLOGGING Our team will help you send your voice through online and will support to design and deliver in the best possible way. ONLINE MEDIA BUYING
6. 6. [DIGITALMYBIZ (P) LTD.] April June,2014 5 | P a g e SWOT Analysis of DigitalMyBiz (P) Ltd. DigitalMyBiz (P) Ltd. Workforce size issmall. Donthave sufficient client base Donthave office inall cities Firstmover advantage Notmany playershave ventured Highpricingmay be deterrent Competitorsare fast emerging DMB as a startuphas the workforce qualified fromIIT. The industry isa relatively new one STRENGTH WEAKNESS OPPORTUNITY THREAT
7. 7. [DIGITALMYBIZ (P) LTD.] April June,2014 6 | P a g e III. Digital Marketing in Bangalore In Bangalore region, since people are a bit aware of digital marketing, in order to win over them, the offer has to be real stuff and no fake promises or things like just creative stuffs. Bangalore being an IT hub, a lot many industries have grown around it and hence require adequate advertisement to stay alive in the competition. Most of the big business houses seem to have developed their in-house media marketing team. The smaller ones seem not to have enough budget to go for a new age marketing strategy whose outputs or ROI they are not very sure to be able to measure. Objective My primary objective during these two months was to identify possible sectors where digital marketing services can be extended and to gauge the level of penetration of a particular player in availing digital marketing service. My next objective was to isolate those businesses where a slight hint of using digital marketing could be sensed and to provide them with appropriate goal-strategy and an insight how to achieve the same, suggesting them the investment that would be ideal and extending after sales service. Identifying Market/Sectors For DMB Services A research firm IMRB International has come up with a data of online searched ads in Bangalore, and it shows the following trend. 41% 35% 27% 24% 22% 22% 21% 21% 17% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Recruitment Education & Training Investment Banking & Loans Health & Personal Care Entertainment & Media Construction & Infra Insurance Tours & Travels Matrimonial Informationsearched for after seeing specific ads
8. 8. [DIGITALMYBIZ (P) LTD.] April June,2014 7 | P a g e Source: IMRB International The climatic condition of Bangalore was suitable for tourism during the months of Summer (April June). Therefore one of the possible sectors was identified to be tours & travels. Since tourists would require a halting place, hospitality sector was a closely associated one. Bangalore being an IT hub, has lot many emigrants from other states either to work or to search jobs. In either case skill up gradation is a very important aspect due to which a lot many IT training / coaching institutes are flourishing which provide courses in HANA, HTML, MySQL, PHP, DotNet, ASP, Hadoop, C++, Java, ERP, R. Therefore training and education industry was also found to be a possible user of digital marketing service. Big companies have their offices headquartered in Bangalore and many more are coming up. So construction and infrastructure companies are going to get busy. Also, lot of corporate presence calls for several seminars, events and activities on media to be organized in frequent intervals. Therefore, event management & entertainment is another sector that seems to be in limelight in Bangalore. Health care is of prime importance in any metro city. Hence that sector was also identified to have some prospects for digital marketing. Some other sectors that were identified to have some prospects of taking up digital marketing are investment agencies and institutions offering loans and other financial services. Competitor Analysis Sl. No. Name of the competitor Type of service Services offered Pricing 1. Asklaila.com Fully paid up yearly contract Site listing, location services NA 2. Fomax IT Services Acquire on a low budget and gradually build up SEO and SEM mainly NA 3. Foofys Contracted; but payment as per service All services in digital domain Rs. 4 Lac/yr. 4. Gethehits.com Monthly SEO, Media buying, Adword NA 5. JustDial.com Fully paid up yearly contract Location services, site listing, SEO, SEM Rs. 12 Lac/yr. IV. Approach To Sales We were required to make a generic pitch presentation [See Annexure 1]which would contain the details about new age digital marketing concept to convince the client about the effectiveness of the same and the offerings of the company. This pitch presentation was to be
9. 9. [DIGITALMYBIZ (P) LTD.] April June,2014 8 | P a g e modified as per individual client requirements according to the industry they operate in. Also a pricing plan was made ready in four categories viz. Silver (Rs. 25,000/-), Silver Plus (Rs. 50,000/-), Gold (Rs. 1,00,000/-) and Platinum (Rs. 2,00,000/-) depending upon the extent of services provided. However, we kept open the option of customizing plans as per client requirements as well. First, I was required to analyze a particular industry that I would target. Then I had to make a background study of the particular player/company to which I would propose the digital marketing plans. The first interaction happens on phone call in which the client is briefed about the company and how digital marketing can increase business. If the client seems interested I asked for appointment and fix a meeting. I used the meetings to understand the clients business from his perspective so that we both can work out a suitable plan for him/her so that the return on advertisement is adequate. Secondly, I was required to design Ad strategy on the basis of the industry requirements. The goals of the advertisements were different for different players. For example, a doctor would never want people to fall sick just to increase his/her business. Therefore, the advertisement goal in that case was not increasing sales but rather increasing visibility or awareness. Visibility ensured, they being approached by corporates for tie-ups with their clinics or hospitals for their employee health benefits. Awareness helps the doctors/hospitals to get identified in a locality for any health emergency or consulting. Similarly, for a training/coaching center, lead generation is very vital as much as sales is. Likewise an event management or media house would like to go for branding by giving some offers, or associating with some celebrities, etc. Therefore, roughly the advertisement goals can be categorized into Sales, Branding, Brand Awareness, Brand Promotion, Lead generation Industry Wise Goals
10. 10. [DIGITALMYBIZ (P) LTD.] April June,2014 9 | P a g e 1 Sales 100% 0% 20% 40% 60% 80% 100% 120% Industry: Export Sales Awareness Leads Branding Promotion Series1 50% 83% 17% 17% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Industry: PersonalHealth
11. 11. [DIGITALMYBIZ (P) LTD.] April June,2014 10 | P a g e Sales Promotion Series1 33% 100% 0% 20% 40% 60% 80% 100% 120% Industry: Media & Entertainment Lead Generation Sales Promotion Awareness Series1 91% 36% 27% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Industry: Education & Training
12. 12. [DIGITALMYBIZ (P) LTD.] April June,2014 11 | P a g e Sales Awareness Promotion Series1 43% 57% 57% 0% 10% 20% 30% 40% 50% 60% Industry: Tours & Travels Sales Awareness Promotion Branding Series1 45% 36% 82% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Industry: Hospitality
13. 13. [DIGITALMYBIZ (P) LTD.] April June,2014 12 | P a g e Sales Branding Promotion Series1 100% 29% 57% 0% 20% 40% 60% 80% 100% 120% Industry: Accessories& Jewellery Sales Awareness Promotion Series1 100% 20% 20% 0% 20% 40% 60% 80% 100% 120% Industry: Home Decor
14. 14. [DIGITALMYBIZ (P) LTD.] April June,2014 13 | P a g e V. Inputs In Terms OfPricing The initial pricing plan [See Annexure 2] was prepared without taking into consideration the perception of digital marketing services by the clients. Most of the time the clients were a bit reluctant to avail the aforesaid services although they seemed to be interested in those because of high pricing. A demo plan [See Annexure 3] was suggested to allow the clients to have a glimpse of digital marketing service and our efficiency in executing the same. The demo plan was supposed not to have Search Engine Optimization service as it is relatively time taking and costly. Apart from that all other services like SEM, ad postings, site listings, media buying, blogging, channel maintenance and SMS/email marketing services were included in the above demo plan. The demo plan was made available at a cost of Rs. 3000/- for 7 days and Rs. 4000/- for 10 days. The extent of service was decided by the client as to in which segment he/she would like to focus more. Lead Sales Series1 100% 100% 0% 20% 40% 60% 80% 100% 120% Industry: Loans & Fin. services
15. 15. [DIGITALMYBIZ (P) LTD.] April June,2014 14 | P a g e Sometimes the client did not know what would be the best combination of services for his/her business. Therefore, a pricing plan as per the budget of the client was designed [See Annexure 4]. The client was only required to enter the budget he/she was willing to spend and a macro enabled excel gave the extent of service that would be made available. VI. Online Survey For Similar Work There are several portals where similar works in digital marketing profile are in plenty. I was supposed to track all such requirements and bid on behalf of my company and take up those tasks. Some of the portals are elance.com, freelancer.com, odesk.com, etc. I was expected to make a record of the above requirement, location of their origin, average hourly rates, average budget of the work, key requirements of the job, duration of the job, and the deadline to be met for the above task. Also, I was supposed to keep a track of all other bidders and their profile so that we can also implement those features in our offerings. The entire task sheet is attached at the last. [See Annexure 5] VII. Clientele In these two months, after a rigorous study of the Bangalore market, it was possible for me to carry the deal forward substantially with three clients viz. Kashvi Eye-Care Centre Elegant IT Services Teachers Academy The kind of research and methodology adopted for each of them is explained in the following sections. Client #1 Kashvi Eye-Care Centre Party Name: Kashvi Eye Care Centre Owner Name: Dr. Karnam Naveen Address: Bangalore Contact no: 08861679089 Web: kecc.in
16. 16. [DIGITALMYBIZ (P) LTD.] April June,2014 15 | P a g e Company Profile Owned by an NRI eye doctor, Mr. Karnam Naveen Deals in eye checkup, Lasik advice, eye problems specific to children Deals in spectacles, contact lenses, frames and fashion shades Service Details Google Adword Marketing Search Engine Marketing Yes 60 Website Hits, 1600 Impressions Ad Postings Advertisement Postings & Site Listings 7 Nos. Package Description : Demo Plan Duration One Week (7 Days commencing 3 days after the payment) Cost Rs. 3000/- Service Status Payment Pending Service Pending The above plan was suggested to Kashvi Eye Care Centre on the basis of the budget of the demo plan and the best service suitable for his business. Apart from these services I also committed the client to provide him the detailed Google Analytics report at the end of one week so that he will have an idea as to where his possible customers come from (geographic details, IP login details, and demographic details). Client #2 Elegant IT Services Company Profile Deals in IT based training and courses like C++, Hadoop, Hana, Informatica, ERP Targets mainly who are working in IT sector or people who are looking for jobs Requirement Details Google Adword Marketing Search Engine Marketing Yes Ad Postings Advertisement Postings & Site Listings Yes Backlinks Enhance backlink manipulation according to its competitors using software like RankChecker Yes SEO Improve page ranking in search engines like Google, Bing, Yahoo Yes Party Name: Elegant IT Services Owner Name: Mr. Rajesh Reddy Address: Bangalore Contact no: 09916491876 Web: www.elegantitservices.com
17. 17. [DIGITALMYBIZ (P) LTD.] April June,2014 16 | P a g e Package Description : Demo Plan Duration Ten Days (10 Days commencing 3 days after the payment) Cost Rs. 4000/- Service Status Payment Pending Service Pending GeoTargeting Budget MaxCPC Keyword Segmentation Avg.MonthlySearches(exact matchonly) Competition Suggestedbid Searches:Feb2014 Searches:Mar2014 EstimatedClicksperday EstimatedImpressions EstimatedCost EstimatedCTR EstimatedAverageCPC EstimatedAveragePosition Bangalore 170 All Device 11820 10460 10890 38 2312 170 0.02 4. 47 2.0 Tablet 203 0.3 54.3 1.31 0 5. 42 1. Desktop 10542 9.3 1211 37.7 0.01 4. 06 2.3 Mobile 1074 29 1047 131 0.03 4. 60 1.7 Bangalor e 11820 15 38 2312 170 0.02 4. 2.0 Keyword Statistics (suggested for SEM) Demographics Keyword Google Yahoo Live Total CTR CPC Age 18-24 Age 25-34 Age 35-45 Courses 12768 1292 608 15200 0.68% $1.79 24% 13% 21% Information technology 2558136 258859 121816 3045400 0.28% $2.14 19% 27% 29% Job 30224880 3058470 1439280 35982000 0.28% $0.42 19% 30% 33% Software 15977010 1616721 760810 19020250 0.24% $0.15 11% 26% 38% Training 12721275 1287271 605775 15144375 0.10% $0.69 27% 42% 20%
18. 18. [DIGITALMYBIZ (P) LTD.] April June,2014 17 | P a g e 47 Job 2400 0.82 16.4 2400 2900 17 708 75.3 0.02 4. 54 1.7 Software 5400 0.49 5.14 4400 4400 7.5 1031 42.8 0.01 5. 69 2.3 Training 1300 0.35 44.8 1000 1300 2.2 247 14.2 0.01 6. 35 2.3 Courses 320 0.49 62.6 260 390 9.9 312 34.1 0.03 3. 44 1.7 Information Technology 2400 0.14 37.8 2400 1900 1.8 14.7 3.61 0.12 2. 06 1.7 Google Adword Campaign Strategy Elegant IT Services (Proposed) Since generating leads is the most important business goal for this kind of industry, I approached a local mobile recharge center to collect phone numbers of customers out of which some may be potential leads for this client. This approach is useful for businesses opting for bulk SMS service as well. Client #3 Teachers Academy Company Profile Educational institution providing intermediate, graduation, diploma and post-graduation courses Targets students from both India and abroad. Proposed Plan Search Engine Marketing Ad word impression @ Rs. 25/- per 000 impressions. Ad word clicks @ Rs. 25/- per click. Display Ad impression @ Rs. 25/- per 000 impressions. (includes ads showing on YouTube and other channel partners of Google) Display Ad clicks @ Rs. 25/- per click. Not Confirmed Party Name: Teachers Academy Program Manager: Mr. Manoj Kumar Jena Address: Bangalore Contact No: 08884426803 Web: www.teachersacademybangalore.com
19. 19. [DIGITALMYBIZ (P) LTD.] April June,2014 18 | P a g e (includes ads showing on YouTube and other channel partners of Google) Facebook Marketing Website hit @ Rs. 18/- per click. Ad impressions @ Rs. 18/- per 000 impressions (As per the thumb rule of at least one hit if the Ad is shown 1000 times. It is highly recommended as it increases the visibility and brand awareness and not just for the sake of getting hits to the website) Not Confirmed SMS Marketing Bulk SMS sending platform @ 20p per SMS for SMSs between 2 Lakh to 5 Lakh in nos. Bulk SMS sending platform @ 18p per SMS for SMSs above 5 Lakh in nos. By-passing DnD service will not be available in any of the above plans as we DO NOT have the authority to bypass TRAI regulations. Not Confirmed The above client is currently availing bulk SMS service from Gupshup at a tariff of 20p/sms. However, they are more interested in bypassing DnD service and hence considering providers like Infinity, RedSMS which can bypass DnD if the message is non-financial and informative one. If our offer would be more attractive in terms of tariff, they can consider DigitalMyBizs platform for their bulk SMS service. VIII. Suggestions DigitalMyBiz should use a penetration pricing model (starting with service at throw- away prices) so that it will get chance to showcase its products initially to win over the clients. The work force is not enough to cater the needs of the clients. I suggest to hire a more number of qualified personnel. A definitive client base with substantial details is necessary for the interns to convert more number of deals, because DMB is a new organization client conversion from interns is very difficult and that too when they are very new to this. DMB needs to have permanent representatives in cities where they dont have offices, since when clients come to know that interns are short-lived, they are little bit skeptical about going forward with the deals.
20. 20. [DIGITALMYBIZ (P) LTD.] April June,2014 19 | P a g e The internal team also needs to improve on the strategy that they suggest since I found some of the research done by technical team was not at all contextual and irrelevant. The back-up/support team was very slow to respond to the requirements of the interns. Again, visiting cards are the first instance where we got introduced to the clients that has to be bettered. IX. Conclusion Client conversion for a new product/service is always difficult. The success lies in being able to make the client believe that you know the technique more than anybody else and that too with conviction. At some point, the marketing strategies on a digital platform are like gambling because you dont know whether things will work out the way you have planned. So one must appreciate the dynamic nature of this form of marketing and learn to adapt to the competition. Also, it has got a lot to do with interaction with people such as saying things that a client wants to listen. Identifying the goal for each type of business e.g. brand awareness, branding, lead generation, promotion or sales has to be understood properly after discussing with the client about his/her business. While suggesting keywords or other strategies for clients I came to know which strategy (FB, or Google, or SEO, or Blogging or SMS) will be suitable for which client. Use of several tools like SEOTOOLSET, ADWORD ACCOUNT, AFFILIATE MARKETING, SEMRUSH, KEYWORD PLANNER, WORDSTREAM, RANK CHECKER, DMOZ and many more has to be optimized for every clients requirements. Data mining is vital for any business focusing on generating leads. Data can be mined by approaching the local mobile phone recharge outlets to capture leads of target
21. 21. [DIGITALMYBIZ (P) LTD.] April June,2014 20 | P a g e audience for SMS marketing and KFC centers to gather email addresses of those who give feedbacks in order to win discounts on next purchase. X. Annexures Annexure #1 Pitch Presentataion Business Proposal.pptx Annexure #2 Standard Pricing Service Group Services (Monthly) Platinum (Rs. 2,00,000/-) Gold (Rs. 1,00,000/-) Silver Plus (Rs. 50,000/-) Silver (Rs. 25,000/-) Keyword Research 10 10 5 5 Listing & Advertisements 300 150 75 75
22. 22. [DIGITALMYBIZ (P) LTD.] April June,2014 21 | P a g e SEO Search Engine Listing 5 5 5 5 First Page guaranteed keywords 3 2 0 0 Yearly paid listing on JustDial, Indiamart 2 1 0 0 SEM & SMM Social Media profile creation Facebook/Twitter/ LinkedIn Facebook/Twitter/ LinkedIn Facebook/Twitter/ LinkedIn Facebook/Twitter/ LinkedIn Guaranteed likes on FB Page 3000 per month 1500 per month 500 per month 250 per month Targeted clicks or impressions 5000 Hits or 5 million impression 2500 Hits or 2.5 million impression 1000 Hits or 1 million impression 300 Hits or 3 lakh impression FB event/seminar 1 1 1 1 Tracking of website hits Take it from FB through code pasting on client website Take it from FB through code pasting on client website Take it from FB through code pasting on client website Take it from FB through code pasting on client website Innovative postings (per week) 14 7 3 3 Video & Corporate Blogging Video Creation Yes Yes No No You tube video Hits 1500 600 300 0 Video Uploading at other channels than you tube Yes Yes Yes No Tumblr/ BlogSpot and Word press profile creation Yes Yes Yes Yes Professional Blogs per week using SEO keywords per week 10 5 3 1 Target Data Buying specific to client interest is available else 5000 2000 1000 No
23. 23. [DIGITALMYBIZ (P) LTD.] April June,2014 22 | P a g e SMS/Email Marketing you will provide to us SMS n Email to the Data Purchased and on Data outsourced in free and given by client 7000 3000 2000 1000 Customize plan also available as per your requirement. Mobile App development is also available on demand. Ad designing for newspapers, hoardings, print-media ads is also available on demand. Annexure #3 Demo Plan Demo Plan: Rs. 3000/- for 7 days or Rs. 4000/- for 10 days Analysis of company (Online strength & weakness, online presence on SEO, SMM Blog, channel domain strategy, competitor analysis Facebook page creation, cover page design Guaranteed impressions/likes (10000 targeted impressions for the audience) Paid advertisement & site listings
24. 24. [DIGITALMYBIZ (P) LTD.] April June,2014 23 | P a g e Annexure #4 Convenient Budget Pricing Convenient budget pricing.xlsm Pricing as per requirement
25. 25. [DIGITALMYBIZ (P) LTD.] April June,2014 24 | P a g e Pricing as per budget
26. 26. [DIGITALMYBIZ (P) LTD.] April June,2014 25 | P a g e Annexure #5 Online Survey Task Sheet Projects on Online Portals.xlsx --------------------X--------------------