A Study on Digital Marketing Processes at

Digitally Inspired Media

Gouri Patil
PGDM No.: 14058
Student PGDM 2014-16, SDMIMD, Mysuru
[email protected]

Srilakshminarayana, G.
Assistance Professor- Quantitative Methods and Operation Research
SDMIMD, Mysuru
[email protected]
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 Comments by the Faculty
Marketing a product effectively and efficiently is one of the key aspect in sales. One can always
observe that a product that has high market would have reached its customers through the best
channels. He chooses that product which has gained more popularity amongst the customers
who uses/used it. He looks for the comments one poses on the media and ensures that he has
selected a right brand among various available in the market. The trends have been changing
and also the customers are more selective as compared to the earlier customers. The dynamic
behavior of the customers is yet another factor that is making the organizations to be more
careful in selecting their channel of communication. A right means helps both the parties. One
such means is social media which includes Facebook, twitter, LinkedIn etc. Now-a-days
organizations are looking at these channels for communication, which is being classified in
marketing as “Digital Marketing”. Few organizations also outsource their adverting campaigns
to other organizations in the market who can take them to their customers, in the right way.
Digitally inspired media is one such organization, which has its base in Chennai that serves its
clients to take their products to their customers.

Digitally inspired media was founded in 2012 by Mr.Surej Salim and Mr.Manish Kishor, which
has its base in Chennai. Their services include social media marketing, video content
developments and web branding. They serve those clients who look for a solution for their
online brand visibility and brand reputation. They consider the needs of the customers of their
clients and develop we content, which provides complete information about the products as
well as updates. Their client bases ranges from corporates to business schools. The present
research paper is an extract from the summer internship project that was carried by Ms. Gouri
Patil at Digitally inspired media. She got an opportunity to spend two month time with the
organization and learn key aspects relating to digital marketing. Her objectives include a.
Understanding the processes being followed at the organization, b. Participate in the brand
visibility activities and contribute for the improvements, c. Creating pages for the clients and
content development.

As an intern, she has got a good exposure as well as an opportunity to be a part of the team and
learn the processes. She was asked to post regularly in their clients pages and also to interact
with the clients. By doing this, she could understand how important it is to read the needs of the
client’s customers and then post the social media. She has worked on Facebook and LinkedIn. It
also, helped her to create, and modify the content at several stages. This SIP has given a chance
to learn how the market reacts to a certain post on social media and also how important it is for
an organization to have their presence on social media. She has worked for few clients ranging
from popular saloon in Chennai to popular B-school in Chennai. The diversity in the requirements
of the clients she has handled, enabled her to think differently within a gap of few minutes to
develop the content. This made her to think as per the client’s market and shift her thinking
processes and creativity quickly. The intern could successfully complete the tasks and has
finished the project within the time limits. She could also give few recommendations that
improve the processes and the details are presented in the current paper.

Srilakshminarayana.G
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 A Study on Digital Marketing Processes at
Digitally Inspired Media
Introduction
In this section, we present a brief introduction to Digital marketing and about Digitally Inspired
Media.

Digital Media Marketing or Digital Marketing

The term ‘digital marketing’ was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.

Digital Marketing is Defined as “marketing that makes use of electronic devices (computers)
such as personal computers, smart phones, cell phones, tablets and game consoles to engage
with customers. Digital marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks”. (Wikipedia, 2008)

Importance of Digital Marketing

In today’s technology driven world, a new fast paced digital economy is emerging. In the
near future, it wouldn’t be surprising to see that there are companies that exist only inside
computer networks. Most business transactions will be made electronically, directly from
the producer to the consumer, bypassing the supply chain. In the digital marketing
environment, the consumer becomes an integral player in the development of the product. It is
e-commerce that is changing the way products and services are conceived, manufactured,
promoted, priced, distributed and sold. There was a time when Television was the most
popular medium for Marketer to promote, spread awareness and generate leads for their
products but now the trend has changed and Digital media has taken its place. Main reason
for this change was

Ø Traditional methods are expensive. Compared to digital marketing channels, you could
end up spending thousands of dollars more.

Ø Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).

Ø Digital marketing, on the other hand, refers to marketing methods that allow organizations
to see how a campaign is performing in real-time, such as what is being viewed, how often,
how long, as well as other statistics such as sales conversions.

Company Profile
Digitally Inspired Media was founded in 8th of May, 2012 in Chennai by Mr. Surej Salim and
Mr. Manish Kishor. It is a company that believes in providing a one stop solution to a client
that’s looking for ‘Online Brand Visibility’ and in turn create an outstanding ‘Brand Reputation’
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so that when a consumer comes knocking there is no stone left unturned for the best impression.
They believe that apart from the conventional methods of advertising, in today’s world, one
always need to be one step above the others. To render this, the brand needs to be brought out
in public through different social mediums by creating online visibility to the people they are
targeting to reach.

Services provided by Digitally Inspired Media

1. Social Media Marketing , 2. Video Content Development, 3. Web Branding.
(Source: Digitally Inspired Media, 2012)

SWOT of Digitally Inspired Media

Strengths
Ø Popular in the Industry, due to the brand image.

Ø Strong customers, base with long term relationship.

Ø Efficient employees with chuck of ideas.

Ø Have sufficient experience in branding with many brands from different industries.

Ø Strong and supportive backend technology team.

Weaknesses
Ø Number of employees is not sufficient for managing clients.

Ø Expansion of business to new geographic locations inside India is absent.

Opportunities
Ø Growing Internet penetration in India.

Ø Marketers are changing their communication pattern from traditional to digital media.

Ø Increase in number of mobile users in India.

Ø Number of players are less in market.

Ø Development of technology in Digital ecosystem.

Threats
Ø Competitors

Ø Traditional agencies are now moving to digital also.

Ø Business risk is very high since business is completely based on client’s requirements.
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Porter’s Five Fore Model Analysis
Porter’s model will help in analysis of the industry and the company. This will help us to
understand where the power lies in the business.

Threats of New Entry

Ø Full service agencies have high demand in Market.

Ø Lack of getting efficient work force is a threat in digital advertising.

Ø Cost of setting up a digital agency is low. But agencies need to invest a huge amount in
backend functions like, technology.

Ø Getting clients in the initial stage is a bit difficult, since clients will usually look the past
experience of agency.

Ø Government regulations in the digital advertising are low.

Bargaining Power of Suppliers

Ø Lot of suppliers are there, but some suppliers who have higher reach and affinity will
charge higher price for placing ads in their portals.

Ø Real time bidding will lead to increase in the demand of some portals.

Ø Seasonal campaigns put pressure on the supply side to charge high.

Bargaining Power of Buyers

Ø Buyers are the clients of agencies; basically buyers are high idea seekers.

Ø Clients will choose agencies which have good experience in industry.

Ø Clients can ask agencies to change pattern of campaigns at any time.

Threats of Substitutes

Ø Number of substitutes is high; substitutes include Print media, TV, OOH and Radio.

Ø Substitutes are too popular among buyers. They had high demand in past years.

Ø Main competitor for Digital advertising is TVC.

Rivalry by Existing Competitors

Ø At present competition is low, but it can increase in future, because lot of new players are
trying to enter in the Digital marketing.
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Ø Most of the traditional agencies have now started concentrating on digital technology.

Ø Existing firms in the Industry are creating variety of unique campaigns for clients.

Conclusion of Porter’s Five Force Analysis

Ø Low threats for new entry.

Ø High bargaining power of suppliers.

Ø Bargaining power of buyer is medium, but in coming years there is chance for increase,
due to entry of lot of players in the industry.

Ø Threats of the substitutes are high, but it will change in coming years.

Ø Indian market is a high potential market for digital advertising due to high internet and
mobile penetration.

Problem Statement and Objectives of the Study

In this section, we present the problem statement and objectives of the study.

Problem Identified

Poor ‘Online Brand Visibility’ and Brand Reputation of the clients of Digitally Inspired Media.

Objectives of the Study

Primary Objective

The main objective is to increase the ‘Online Brand Visibility’ of the clients.

The above objective was divided in to the following :

• To build ‘Brand Reputation’.

• To understand the effort behind fulfilment of brands objective through campaigns.

• To choose appropriate media for communication.

• To maintain relationship with clients.

• To understand the Target Group for different brands.

Project Methodology
In this section, we present the approach selected by researcher to meet the objectives and
motivation behind selecting that approach.
To increase the web presence of the clients, work was carried out on Social Media Marketing.
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Social Media Marketing
Social networking sites act as word of mouth. Social networking sites and blogs allow followers
to “retweet” or “repost” comments made by others about a product being promoted. By repeating
the message, the user’s connections are able to see the message, therefore, reaching more
people. Since the information about the product is being put out there and is getting repeated,
more traffic is brought to the product/company. Popular forms of social media include Facebook,
Twitter, LinkedIn, YouTube, Pinterest, Google + and blogs. Now a days, social media has become
a platform for marketers to make conversation with customers. Brands are now engaging
customers through social media.

Rationale and Motivation for Selecting the Approach

Overview of the Indian Internet Users

Social Networks capture the largest percentage of consumers’ time in the region. comScore
data’s showing 86% of the Indian web user visit a social networking site. Facebook continues to
be the number one social network with a 28% increase in traffic and a reach of 86%. Average
time spend by an Indian user on Facebook is 217 minutes. LinkedIn emerges as number two,
while Pinterest and Tumblr are the fastest growing networks. A study from 2011 attributed 84%
of “engagement” or clicks to Likes that link back to Facebook advertising.
(source:comScore, 2013)

Figure 1 - Fastest Growing Social Networks

(source:comScore, 2013)
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Number of Indian Users on Social Networking Platforms
Facebook- Twitter LinkedIn Pinterest Instagram
90 Million – 30 Million - 18Million – 15 Million - 2 Million

Figure 2 - No. of Indian Users on social Networking Platforms

(Source: exchange4media report, 2014)
Steps of Execution
This Includes the Following Steps
Ø Brief: Role of the company will start only after receiving the brief form potential clients.
They will forward their brief to two or three agencies. Brief will contain details like, name
of the brand, name of the product, objectives of brand, background of brand, target group
of the brand, challenges of the brands, duration of campaigns, desired result, budget of
the campaign and creative requirement.
Ø Pitch Presentation: Presentation will be made by the company to client based on the brief
forwarded by them. Pitch presentation contain details like target market, strategies based
on objectives and requirements of the brand by clients and approaches.
Ø Review: Client will review the proposal put forward by the company. Clients will analyse
the impact of campaign based on the cost, reach and result. If client is not satisfied with
the proposal they will inform the agency.
Ø Developing Content/ Creative: Once the client agree, we come up with content plan/
creative. In this step Social Media Team will execute the idea and develops the content
plans, campaigns, contests, etc., based on the client requirement. We bring in the creativity
by relating to upcoming events or relating to special days of the year (ex: Mothers’ day,
Woman’s Day, Labour’s Day, etc.). The creative will come in to final formats of the posts on
Facebook, Twitter, etc.
Ø Run Posts: After developing and designing the posts, Social Media Team will start running
the posts / campaigns on Facebook and Twitter to reach the audience.

Tweets Made for Green Trends

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 Figure 3 - Tweet by Green Trends on Beauty Tips.
(Green Trends, 2015)

Tweets Made for Rajalakshmi School of Business, Chennai.

Figure 4 - Tweets by Rajalakshmi School of Business on Latest News.

Post Developed for Nalaas Aaapkadai on Facebook

Figure 5 - Post for Nalaa

(Source: https://www.facebook.com/ NalaasAappakadai?fref=ts)
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#YourHouseYourRules Campaign Made for Annai Builders on Facebook

Figure 6 - Post No. 1 of #YourHouseYourRules

Figure 7 - Post no. 2 of #YourHouseYourRules

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 Figure 8 - Post no. 3 of #YourHouseYourRules

Figure 9 - Post no. 4 of #YourHouseYourRules

Figure 10 - Post no. 5 of #YourHouseYourRules

(Source: https://www.facebook.com/search/str/annai+builders/keywords_top
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Ø Reports: At the end, reports will made by Social Media Team. The report includes total no.
of likes on Facebook, total no. of clicks on Facebook, total no. of engaged users on Facebook
and total no. of reach on Facebook. Advantages of Social Media Marketing.

Key Findings
To quickly summarize the advantages of the digital marketing as seen from the point of view of
the user as well as the marketer. These findings are an outcome from the experience of the
researchers at Digitally Inspired Media. Also, they are from the view point of the organization
and its client’s customers.

To the User
• Digital marketing gives more control in choosing content. It offers customization of the
content, the way the user wants to view it. It offers a variety of options for information and
entertainment. It offers a wide range to choose from for the user.

• It offers tremendous convenience to the user not only in delivery of information, but also
in allowing him to transact — often in a seamless manner.

• The best example of giving control of content is the My Yahoo!! service offered by the
Internet giant, Yahoo Inc. It gives the user the choice of content for various topics ranging
from news to stock options to entertainment to sports and just about everything.

To the Marketer
• It offers several options to a marketer trying to target a particular community.

• It serves not only as a channel of information, but also of product distribution.

• It offers a highly interactive medium that sometimes (e.g. chats and forums) is almost
equal to one-to-one interaction with the audience.

• It allows the marketer to actually link his spends to action, and pay only on action. This
action could be a click on the banner or even product purchased or just a banner impression
or per 1000 impressions

• Given the payment options and high interactivity, the Internet offers a medium for high
level of experimentation at a low cost.

Benefits of Digital Marketing

1. Increased Brand Recognition.
2. Improved brand loyalty.
3. More Opportunities to Convert.
4. Higher conversion rates.
5. Higher Brand Authority.
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6. Increased Inbound Traffic.
7. Decreased Marketing Costs.
8. Better Search Engine Rankings.
9. Richer Customer Experiences.
10. Improved Customer Insights.

Recommendations
This section covers the recommendations made by the researcher for the digitally Inspired
Media to resolve its problem. Below are few recommendations for the company:

• Expansion of Business to New Geographic Locations Inside India

Digitally Inspired Media has its presence only in Chennai. So the agency can be expanded
in all the metro cities where there is high demand for digital marketing.

• Start Advertising with Google AdWords and AdSense

The biggest advantages of advertising with Google AdWords are lower advertising expenses,
greater control over your own ad campaigns, faster customer conversions, easier
performance tracking, and more accurate customer targeting.

• Recruit More Number of Employees

Number of employees in Digitally Inspired Media are 26 which is not sufficient for managing
clients. So increasing their employees will help Digitally Inspired media to connect with
their clients and also understand their requirements better.

Conclusion
Benefits of Digital Marketing

Digital Marketing provides instant results. The reason why d-marketing has become so popular
is because they provide three major benefits to potential customers. They are:

Convenience: Customers can order products 24 hours a day no matter wherever they are. They
don’t have to commute in traffic, lack of parking space, and walk through crowd to visit countless
shops to find and examine goods.

Information: Customers can find a large amount of comparative information about companies,
products, competitors, and prices without leaving their office or home.

Fewer Hassles: Customers do not have to face salespeople or open themselves up to persuasion
and emotional factors; they also don’t have to wait in line.
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Digital Marketing Provides a Number of Benefits to Marketers
1. Quick Adjustments to Market Conditions: Companies can quickly add products to their
offering and change prices and descriptions.

2. Lower Costs: On-line marketers avoid the expense of maintaining a store and the costs of
rent, insurance, and utilities. They can produce digital catalogs for much less than the cost of
printing and mailing paper catalogs.

3. Relationship Building: On-line marketers can dialogue with consumers and learn from them.

4. Audience Sizing: Marketers can learn how many people visited their on-line site and how
many stopped at particular place on the site. This information can help improve offers and ads.

The Internet is a powerful tool for strengthening relationships. By offering customers, content
and time value, Digital Marketing has opened new vistas for marketers. The greatest feature of
the digital economy is that it enables the E-Marketer to eradicate traditional barriers before
entering new markets.

Bibliography
comScore,2013. INDIA DIGITAL FUTURE IN FOCUS 2013.

About Company. (2012). Retrieved from http://www.digitallyinspiredmedia.com/index.html

About Internet user facts. (2014). Retrieved from http://www.exchange4media.mobi/

About leading social media platforms comScore. (2013, Mar). Retrieved from http://
www.comSource.com

About Social Media Marketing platforms. (n.d.). Retrieved from http://

www.socialsamosa.com/

Digital marketing. (n.d.). Retrieved from wikipedia: http://en.wikipedia.org/wiki/digital

marketing

Green Trends. (2015). Retrieved from Twitter.com.

Rajalakshmi school of business. (2015). Retrieved from Twitter.com.

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social-media-advantages-for-brands-employees

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