SUMMER INTERNSHIP REPORT

ON

A STUDY ON DIGITAL MARKETING

AT SHOBBR INDIA PVT LTD

(SESSION 2020-2022)

SUBMITTED TO:

DR. MEENAKSHI HANDA

SUBMITTED BY:

KASHISH SANDHU

03516603920

MBA – GENERAL

UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

(AFFILIATED TO GGSIPU DWARKA)

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 CERTIFICATE
I, Kashish Sandhu (Enrolment Number – 03516603920), certify that the Research Report entitled
"A STUDY ON DIGITAL MARKETING AT SHOBBR INDIA PVT LTD" is done by me. The
matter embodied in the report has not been submitted earlier to award a degree or diploma to the
best of my knowledge.

Signature of the Student

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 CERTIFICATE FROM THE COMPANY

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 DECLARATION
I, Kashish Sandhu, a student of MBA 3rd semester of University School of Management
Studies, Guru Gobind Singh Indraprastha University, at this moment declare that the project report
under the title "A STUDY ON DIGITAL MARKETING AT SHOBBR INDIA PRIVATE
LIMITED" is written and submitted by me under the guidance of Dr Meenakshi Handa
(Internal mentor from the college) is my original work. All care has been taken to keep this
report error-free, and I sincerely regret any unintended discrepancies that might have crept into
this report. I shall be highly obliged if errors (if any) be brought to my attention.

I have not submitted the matter embodied in this report to award any other degree.

KASHISH SANDHU

03516603920

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 ACKNOWLEDGEMENT
It is not possible to prepare a project without the assistance and encouragement of other people.
This one is certainly no exception.

At the very outset of this report, I would like to extend my sincere obligation towards all the
personages who have helped me in this endeavour. Without their active guidance, help,
cooperation, and encouragement, I would not have made headway in this project.

I am ineffably indebted to Mr Ved Vaibhav Deo (CEO, Shobbr India Private Limited) for
giving me this platform to work at Shobbr India Private Limited and constantly guiding me through
this journey.

I am incredibly thankful to Dr Meenakshi Handa (Professor, University School of

Management Studies, Guru Gobind Singh Indraprastha University – New Delhi) for guiding
me throughout this course and working as an intern in such a prestigious organisation.

I am highly thankful to Ms Nirja Phogat for providing continuous support and guidance related
to this project.

I also acknowledge my gratitude towards my parents, family members, and friends who always
support me morally with a deep sense of reverence.

KASHISH SANDHU

03516603920

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 TABLE OF CONTENTS
S. NO. TOPIC PAGE NO.
1 INTRODUCTION 7 – 16
2 COMPANY DESCRIPTION 17 – 21
3 OBJECTIVES 22
4 LITERATURE REVIEW 23 - 26
5 RESEARCH METHODOLOGY 27
6 INTERPRETATION 28 – 30
7 FINDINGS AND RESULTS 31 – 34
8 CONCLUSION 35
9 RECOMMENDATION 36
10 LEARNING EXPERIENCE 37
11 REFERENCES 38 - 39
12 ANNEXURE 40

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 I. INTRODUCTION
Digital marketing promotes brands using various distribution channels such as the internet and
mobile phones. Simply put, digital marketing refers to the promotion of goods and services via
the internet and digital media. Because people today are more exposed to technology and
choose internet browsing as their primary form of communication, digital marketing has
become a widespread type of marketing in recent years.

In these many years, the demand for digital communication has only increased. The
fundamental cause is a lack of understanding of digital marketing. Many businesses continue
to overlook the use of technology in their marketing efforts. Firms that do not use digital tools
for marketing and promotion are at a disadvantage to their competitors, who are more active
on digital platforms such as social media and others. Digital marketing agencies assist such
businesses in learning about the benefits of digital marketing and why it is one of the most
significant marketing components today. Digital marketing is a catch-all word for websites
that offer a variety of social interactions. For example, Twitter is a social networking service
that allows people to exchange short messages, updates, and personal experiences with others.
On the other hand, Facebook is a social networking site that allows users to engage with one
another personally and share updates, images, and RSVPs to events. Before accepting a
contract, digital enterprises must first grasp the brand for which they work and their primary
goal.

I had the opportunity to perform my internship with Shobbr India Pvt Ltd as a student of MBA
with a marketing specialisation. As a result, I opted to focus my internship on digital marketing.
The internship will allow me to learn about various digital marketing technologies and use
them effectively. The internship will also assist me in researching how to attract clients to the
company and the organisation's distinctive selling strategy.

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 DIGITAL MARKETING
Digital marketing promotes products and services through the internet and online-based digital
technology such as desktop computers, mobile phones, and other digital media and platforms.
Its growth in the 1990s and 2000s revolutionised the way brands and businesses utilise
technology to sell themselves. Digital marketing campaigns have become more common as
digital platforms have become more integrated into marketing plans and everyday life, and as
people increasingly use digital devices instead of visiting physical stores, using a combination
of search engine optimisation (SEO), search engine marketing (SEM), content marketing,
influencer marketing, content automation, campaign marketing, data-driven marketing, e-
commerce marketing, social media marketing, social media marketing, social media
marketing, social media marketing, social media marketing, social media marketing, social
media marketing, social media marketing, social media marketing, Non-Internet channels that
supply digital media, such as television, mobile phones (SMS and MMS), call back, and on-
hold mobile ring tones, are included in digital marketing. Digital marketing differs from online
marketing in that it extends to non-Internet channels.

HISTORY
The evolution of digital marketing is inextricably linked to the advancement of technology.
Ray Tomlinson delivered the first e-mail in 1971, and his technology provided the platform
for users to transmit and receive information over multiple machines. However, the year 1990
is more often recognised as the beginning of digital marketing because it was then that the
Archie search engine was built as an index for FTP sites. Computer storage capacity was
already large enough in the 1980s to store large volumes of consumer data. Companies began
to choose internet approaches like database marketing over limited list brokers. These
databases allowed businesses to better track their clients' information, altering the buyer-seller
relationship. The manual process, on the other hand, was inefficient.
When the development of devices capable of accessing digital media led to sudden growth in
the 2000s and 2010s, digital marketing grew more sophisticated. Digital marketing was still
rising in 2012 and 2013, according to statistics. Consumers became increasingly reliant on
digital technology in their daily lives as social media platforms such as LinkedIn, Facebook,
YouTube, and Twitter grew in popularity in the 2000s. As a result, they expected a consistent

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 user experience across many channels when searching for product information. The
diversification of marketing technology has improved due to changes in customer behaviour.
'Online marketing,' 'internet marketing,' and 'web marketing' are all terms used to describe
digital marketing. With time, the term "digital marketing" has gained prominence. In the
United States, "internet marketing" is still widely used. Web marketing is the Italian term for
digital marketing. Digital marketing has been the most widely used term globally, especially
since 2013.

NEW NON-LINEAR MARKETING APPROACH

Non-linear marketing, a sort of interactive marketing, is a long-term marketing strategy based
on companies gathering data on Internet users' online actions and attempting to be visible in
many places.

Non-linear digital marketing tactics focus on addressing prospective customers via many web
platforms instead of traditional marketing techniques, emphasising direct, one-way
communications to consumers (via print, television, and radio advertising).

Combined with increased consumer awareness and demand for more sophisticated consumer
offerings, this change has forced many businesses to rethink their outreach strategy and adopt
or incorporate omnichannel, non-linear marketing techniques to maintain adequate brand
exposure, engagement, and reach.

Non-linear marketing methods entail adapting advertising to numerous platforms and tailoring
it to distinct individual purchasers rather than a vast, homogeneous audience.
Tactics may include:
• Search engine optimisation (SEO)
• Social media marketing
• Video marketing
• E-mail marketing
• Blogging
• Website marketing

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 • Paid search/contextual advertising
• Search Engine Marketing (paid advertisement on search engines)

According to some studies, consumer responses to traditional marketing tactics are becoming
less predictable. According to a 2018 study, approximately 90% of internet shoppers in the
United States did their research online before going to the store or purchasing. According to
the Global Web Index, a little more than half of the consumers researched products on social
media in 2018. Businesses frequently rely on consumers to positively promote their products
on social media. They may adjust their marketing approach to target people with significant
social media followings to create such remarks. Businesses can employ consumers to sell their
products or services in this way, lowering their advertising costs.

BRAND AWARENESS
One of the primary goals of modern digital marketing is to increase brand awareness or the
degree to which customers and the general public are aware of and recognise a specific brand.

Increasing brand awareness is critical in general digital marketing because of its impact on
brand perception and consumer decision-making. "Brand awareness, as one of the essential
characteristics of brand equity, is frequently considered to be a requirement of consumers'
buying decisions, as it constitutes the key criteria for including a brand in the consideration
set," according to the 2015 article "Impact of Brand on Consumer Behaviour." Due to
familiarity with the brand and its qualities, brand awareness can also impact consumers'
perceived risk assessment and confidence in their purchasing decision."

Recent trends demonstrate that businesses and digital marketers prioritise brand awareness,
concentrating more on establishing brand recognition and recall in their digital marketing
activities than in previous years. According to a study conducted by the Content Marketing
Institute in 2019, 81 per cent of digital marketers improved brand recognition in the previous
year.

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 According to another Content Marketing Institute poll, 89 per cent of B2B marketers believe
that growing brand awareness is essential than increasing revenue.

For a variety of reasons, increasing brand recognition is a crucial component of digital

marketing strategy:
• The rise in popularity of online purchasing. According to Statista, 230.5 million
individuals in the United States will shop, compare, and buy things over the internet by
2021, up from 209.6 million in 2016. According to Salesforce's research, 87 per cent
of individuals started searching for products and brands on digital platforms in 2018.
• The importance of digital engagement in influencing customer behaviour. An estimated
70% of all retail purchases in the United States are impacted in some way by an online
connection with a brand.
• Brand awareness is growing significance and role in online consumer decision-making.
Eighty-two per cent of online buyers seeking services choose brands they are familiar
with.
• Social media's use, ease, and influence. According to recent research from Hootsuite,
there were more than 3.4 billion active users on social media platforms in 2019, up 9%
from 2018. according to a 2019 survey by The Manifest, 74% of social media users
follow brands on social media, and 96% of those who follow businesses also engage
with them on social media. According to Deloitte, one in every three U.S. consumers
is impacted by social media when purchasing a product, and 47 per cent of millennials
consider their social media interactions with brands when making a purchase.

SUCCESSFUL DIGITAL MARKETING STRATEGY

The three essential aspects that make up a successful digital marketing plan are:
• Managing complex client relationships through both traditional and digital
communication channels.
• Initiating or responding to rapid consumer interactions.
• Gathering data from a variety of sources to make better decisions more quickly.

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 CHANNELS
Digital Marketing Channels are Internet-based systems for creating, accelerating, and
transmitting product value from a producer to a consumer terminal via digital networks.
Multiple Digital Marketing channels facilitate digital marketing. As an advertiser, one's
primary goal is to find channels that allow for maximum two-way communication and a higher
overall ROI for the business. There are several digital marketing avenues to choose from,
including:
• Affiliate Marketing
Affiliate marketing is not widely regarded as a secure, dependable, or simple marketing
method on the internet. This is due to a lack of trust in affiliates' capacity to generate
the required number of new consumers. As a result of this risk and unscrupulous
affiliates, the brand is vulnerable to exploitation when claiming commissions that were
not earned honestly. While legal means may provide some protection, the ability to
recoup any losses or investments is limited. Regardless, affiliate marketing enables the
brand to target smaller publishers and websites with lower traffic. Brands that
frequently utilise this type of marketing should be aware of the associated hazards and
seek affiliates with which guidelines have been established between the parties
involved to ensure and limit the risk.

• Display Advertising
As the name suggests, online display advertising is concerned with displaying
promotional messages or ideas to customers via the internet. This includes a variety of
advertisements such as those found on blogs, networks, interstitial adverts, contextual
data, search engine ads, classified or dynamic ads. The strategy can target a specific
audience by tuning in from various localities to watch a specific commercial; the
variations can be determined as the method's most beneficial aspect.

• E-mail Marketing
In comparison to other forms of digital marketing, e-mail marketing is considered low-
cost. It is also a quick approach to send a message to existing or future customers, such
as their value proposition. However, recipients may consider this medium of

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 communication as intrusive and aggravating, particularly to new or potential
consumers; therefore, e-mail marketing is dependent on the language and visual appeal
used. In terms of visual appeal, there is evidence of employing graphics/visuals related
to the message being sent. Still, fewer visual graphics to be applied with early e-mails
is more effective, resulting in a more personal feel to the e-mail. The e-mail's style is
essential in determining its engagement in language. Compared to a more official tone,
a casual tone gives the e-mail a warmer, kinder, and more inviting sense.

• Search Engine Marketing

SEM (search engine marketing) is a type of Internet marketing that involves improving
the visibility of websites in search engine results pages (SERPs) primarily through paid
advertising. SEM may include search engine optimisation, which involves adjusting or
rewriting website content and architecture to improve pay-per-click (PPC) listings by
ranking higher search engine results pages.

• Social Media Marketing

As it supports various channels utilised, the word 'Digital Marketing' has a variety of
marketing elements, one of which is social media. Social Media Marketing is a
marketing approach that involves using social media channels (such as Facebook,
Twitter, Pinterest, Instagram, Google+, and others) to promote a product or service. It
is a process in which methods are devised and implemented to increase traffic to a
website or attract buyers via the internet via various social media platforms.

• Social Network Service

A social networking service is an online platform that allows people to develop social
networks or relationships with others who have similar personal or professional intere
sts, hobbies, backgrounds, or real-life connections.

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 • In-game Advertising
The "inclusion of items or brands within a digital game" is termed "in-game
advertising." Advertisements can be placed in the game by brands or products, either
subtly or in the form of an advertisement banner. The type of game, technical platform,
3-D and 4-D technology, game genre, brand and game congruency, and prominence of
advertising within the game are all elements that influence whether brands are effective
in advertising their brand/product. Individual characteristics include ad placement,
game participation, product participation, flow, and entertainment. Not only does the
attitude toward advertising consider the message displayed, but it also considers the
attitude toward the game. The consumer's perception of the brand is influenced by how
entertaining the game is; therefore, if the game is not delightful, the consumer may
unconsciously have a bad attitude toward the brand/product being sold. "Integration of
advertising in digital games into the general advertising, communication, and
marketing strategy of the firm" is significant in terms of Integrated Marketing
Communication because it results in greater clarity about the brand/product and a more
significant overall effect.

• Online Public Relations

In the public sphere, the use of the internet to communicate with both new and current
clients.

• Video Advertising
Advertisements that play on internet videos, such as YouTube videos, are one example
of this form of digital/online advertising. With time, this sort of marketing has grown
in favour. There are three forms of online video advertising: Commercials that appear
before, during, or after the viewing of a video are known as pre-roll advertisements,
mid-roll advertisements, and post-roll advertisements. According to the study, post-roll
ads were found to have higher brand recognition than other varieties, and "ad-context
congruity/incongruity plays an essential role in reinforcing ad memorability,"
according to the study. The message may go unnoticed because of viewers' selective
attention. The fundamental advantage of video advertising is that it interferes with the

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 viewing experience of the video, making it difficult to avoid them. There are three
stages to how a consumer interacts with internet video advertising: pre-attention,
attention, and behavioural decision. These online adverts provide options and choices
for the brand/business. These variables include length, position, and neighbouring
video material, all of which directly impact the effectiveness of the created
advertisement time. Changing these variables will result in varied outcomes. The length
of advertising has been demonstrated to affect memorability, with a longer duration
leading to greater brand awareness. Due to the nature of interrupting the viewer's
experience, this sort of advertising is likely to make the customer feel as if their
experience is being disrupted or invaded, resulting in a wrong perception of the brand.
These adverts can also be shared by viewers, further increasing the appeal of this
platform. Sharing these movies might be compared to an online version of word-of-
mouth marketing, allowing you to reach a larger audience. The six various effects of
sharing videos include "pleasure, affection, inclusion, escape, relaxation, and control."
In addition, videos with entertainment value are more likely to be shared, albeit
pleasure is the most potent reason for sharing videos. Creating a 'viral' trend from many
brand advertisements can increase an internet video campaign's good or negative
impact.

• Native advertising
This entails the insertion of paid content that looks, feels, and, in some instances, speaks
in the same voice as the platform's existing content. It works best on digital channels
like websites, newsletters, and social media. It is a touchy subject, as some critics
believe it deceives customers on purpose.

• Content Marketing
This marketing strategy focuses on attracting and maintaining customers by providing
helpful material to enhance the purchase experience and raise brand awareness. A
company could use this strategy to keep a customer's attention to influence possible
purchase decisions.

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 • Sponsored Content
This uses brand-created and paid-for content to promote a specific product or service.

• Inbound Marketing
content marketing is a marketing technique that involves leveraging content to attract
customers to a company or product. Extensive study about the brand's target market's
behaviours, interests, and habits is required.

• SMS Marketing
Even though its popularity is waning, SMS marketing plays a vital role in attracting
new users, providing direct updates, and promoting new deals, among other things.

• Push Notifications
Push Notification is responsible for introducing new and abandoned customers in this
digital era through clever segmentation. Many online firms create personalised appeals
based on the consumer acquisition scenario.

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 II. COMPANY DESCRIPTION AND PROFILE DETAILS
SHOBBR INDIA PRIVATE LIMITED
The emerging inception
www.shobbr.com

Shobbr India Private Limited is an Indian company that focuses on e-commerce, blogging, and
customer reviewing. The company was incorporated in Vasundhara, Uttar Pradesh, as a private
limited company.

Shobbr is an integrated platform of varied unique services. It is majorly an e-commerce

platform; Shobbr Retail and Wholesale services are superior services by the company. Shobbr
is bold, inventive, invested, and Confident. At Shobbr, we empower our clients to face
challenges and seize opportunities because we believe in "The Emerging Inception."

Shobbr India Private Limited is a private limited company incorporated on October 1st, 2020.
It is classified as a non-government company and is registered at the Registrar of Companies,
Kanpur. The authorised share capital of Shobbr India Private Limited is Rs. 10,00,000, and it
is paid up to capital is Rs. 1,00,000. Shobbr India Private Limited aspires to serve in other
business activities across India.

Businesses are built on goals to protect investment, generate values, and grow for years. Shobbr
has created opportunities and partnered with its clients to achieve those goals. In proper
advisory, litigation, and transactional services, we provide the right platform at the right
moment. With a commitment to excellence and execution, we create sensational business
ideas. Shobbr is bold, inventive, invested, and Confident. At Shobbr, we empower our clients

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 to face challenges and seize opportunities because we believe in "The Emerging Inception."
Shobbr is an integrated platform of varied unique services. It is majorly an e-commerce
platform; Shobbr Retail and Wholesale services are superior services by the company. Adding
on to types of services, Scriblane prevails as Shobbr's unique blogging platform. The company
is yet to develop another platform, named 'Recus.'

Shobbr majorly provides a twain of retail and wholesale services at a single platform. At
Shobbr, we always believe that we can improve the benefits no matter how good it is already.

Shobbr Retail Service is a fantastic shopping platform for buyers. It has various offers for its
buyers and sellers, and it does not exploit its sellers the way other e-commerce websites do.
This platform includes every option that a customer demands while purchasing any product.

Shobbr aimed to provide its customers with an easily accessible wholesale platform. So, it
created such a platform that general public/non-registered firms can access. They would access
Shobbr Wholesale Services without GSTIN numbers or business identity documents.
Therefore, not only registered businesses but anyone can access those features of the wholesale
platform.

Besides e-commerce services, Shobbr has a blogging website, "Scriblane," and a customer
reviewing platform, "Recus," yet to arrive.

Scriblane is Shobbr's blogging website. Scriblane is the only blogging website that shares its
commission with content creators. Shobbr is on the way to creating a well-functioning website
system that would be paying content creators of 'Scriblane' precisely what they deserve.

Shobbr's Recus is a unique reviewing platform with the tagline "connecting customers." It is a
platform where customers will get honest reviews on products and services of any brand. It
assists customers in making the right choice based on the experience of others.

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 BOARD OF DIRECTORS
The Board of Directors of Shobbr India Private Limited are:
• Neelam [DIN 09034492]
• Angad Singh [DIN 0891237]
• Sheela Sankrityaayan [DIN 0891238]

Shobbr India Private Limited's Corporate Identification Number (CIN) is

U74999UP2020PTC135519, and its registration number is 135519.

The registered address of Shobbr India Private Limited is House No.212(Ground Floor),
Sector-3, Vasundhara, Ghaziabad, Uttar Pradesh, 201012, India.

OUR VISION
We aspire to be a leading organisation with having a dominant position in e-commerce,
blogging, and customer review services via a customer-centric approach.

OUR MISSION
Our mission is to provide the right platform at the right moment to fulfil our customer needs.

OUR VALUES
• Trustworthy – Keeping our promises
• Integrity – Having strong moral principles
• Relationship – Engage once, cannot stay put
• Innovation – Being ahead with research and technology
• Passion – Helping people fulfilling their needs

FOUNDING MEMBERS
The founding members of Shobbr India Private Limited are:
• Ved Vaibhav Deo (CEO)
• Nirja Phogat (COO)
• Aayush Singh (CTO)

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 PRODUCTS AND SERVICES
Shobbr majorly provides a twain of retail and wholesale services at a single platform. Besides
e-commerce services, Shobbr has a blogging website and a customer reviewing platform.
• E-commerce Services (https://shobbr.com/)
Shobbr Retail Service is a fantastic shopping platform for buyers. It has various offers
for its buyers as well as sellers. It does not exploit its sellers the way other e-commerce
websites do. This platform includes every option that a customer demands while
purchasing any product.

Shobbr aimed to provide its customers with an easily accessible wholesale platform.
So, it created such a platform that general public/non-registered firms can access. They
would access Shobbr Wholesale Services without GSTIN no or business identity
documents. Therefore, not only registered businesses but anyone can access those
features of the wholesale platform.

• Blogging Services (https://scriblane.online/)

Scriblane is Shobbr's blogging website. Scriblane is the only blogging website that
shares its commission with content creators. Shobbr is on the way to creating a well-
functioning website system that would be paying content creators of 'Scriblane'
precisely what they deserve.

• Customer Review Services

Shobbr's Recus is a unique reviewing platform with a "connecting customers" tagline.
It is a platform where customers will get honest reviews on products and services of
any brand. This will assist customers in making the right choice based on the experience
of others.

• E-magazine Services (https://shotoe.tech/)

Sho.toe is Shobbr's e-magazine service. The website is yet to make its way into the
competition, but it is active and up and running.

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 SWOT ANALYSIS
STRENGTHS:
• Diversified business lines
• Wholesale discounts, not available on websites such as amazon
• Young people on board
WEAKNESSES:
• Need to work upon a lot for the brand name
• Lack of capital
• Initially: underdeveloped networks
OPPORTUNITIES:
• Can make use of the no. of government fund initiatives and loan schemes
• Small businesses, hence can serve with tailor-made products
THREATS:
• Cash crunch due to the covid pandemic
• Threat from big brand names

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 III. OBJECTIVES
RESEARCH PROBLEM
Given the continued strength of the internet and social media in the following years, this topic
will be critical for practically every organisation. One of the rapidly developing technologies
that expand the scope of digital marketing is the usage of smartphones with social media.
Another factor to consider is the increased use of digital and social media by all age groups,
particularly young minds, teenagers, middle-aged people, and children. As a result, this
research focuses on learning about online or digital marketing and its strategies.

RESEARCH OBJECTIVES
• To understand consumer experience while using e-commerce websites
• To undertake a website analysis for Shobbr Private Ltd. and make recommendations
for improvement
• To provide recommendations for the digital marketing initiatives for the company
• To develop strategies to enhance 'Brand Reputation' of Shobbr India Private Limited

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 IV. LITERATURE REVIEW
The qualitative method informed the literature review work; a literature review was undertaken
with this in mind. The study also sought to determine the best method for optimising a website.
A literature review was conducted to acquire theoretical data from various studies in the field
of our interest and get insight into a philosophical perspective to gain a more profound
knowledge of the subject matter.

Different resources and databases were obtained free on the internet to gather literature of
interest. A direct interview collected primary data concerning responsiveness approaches and
best practices.

The assessment began with gathering relevant information regarding the need for the present
website in the public eye and selecting appropriate tools and processes to meet the customer's
needs. The website is for e-commerce and must be responsive to customer requests. Some
useful technologies were taken from previous projects that had already been completed. Those
requirements were referenced to eliminate paperwork by collecting customer feedback and
understanding users' ease of use. The essential criterion for any website is the availability of
information and ease of access. The layout of the website had previously been planned. The
digital marketing strategy and plan were created. First, the available resources were examined
to determine the organisation's current potential in terms of human resources and available
experience in the current field. The complexity of the plan and marketing techniques was
determined by the users' and website's level of understanding.

After the website's digital marketing requirements were determined using various
technologies, study and work on Search Engine Optimisation were carried out. Search Engine
Optimisation (SEO) is a crucial component of a website's or product's digital marketing
strategy.

S. Eric Enge, Stephan Spencer, and Rand Fishkin's textbook The Art of SEO, 2nd Edition
(2012). O'Reilly Media provides an in-depth understanding of SEO's many complexities and
subtleties. This textbook was quite helpful in understanding the underlying theory and inner

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 workings of search engines. It clarified the role of social media, user data, and hyperlinks. It
also aided in discovering methods for tracking results and determining success.

P.K.Kannan et al. (2017) published a paper on Digital marketing: A framework, review, and
research agenda. The research develops and describes a framework for research in digital
marketing that highlights the touchpoints in the marketing process and the marketing strategy
process where digital technologies are having and will have a significant impact. Using the
framework, we organise the developments and extant research around the elements and
touchpoints comprising the framework and review the research literature in the broadly defined
digital marketing space. We outline the evolving issues in and around the touchpoints and
associated questions for future research. Finally, we integrate these identified questions and
set a research agenda for future research in digital marketing to examine the issues from the
firm's perspective.

Afrina Yasmin et al. (2015) published a paper on Effectiveness of Digital Marketing in the
Challenging Age: An Empirical Study. The study is on the Marketers who are faced with new
challenges and opportunities within this digital age. Digital marketing utilises electronic media
by the marketers to promote the products or services into the market. The main objective of
digital marketing is attracting customers and allowing them to interact with the brand through
digital media. This article focuses on the importance of digital marketing for both marketers
and consumers. We examine the effect of digital marketing on the firms' sales.
Additionally, the differences between traditional marketing and digital marketing in this paper
are presented. This study has described various forms of digital marketing, their effectiveness,
and their impact on the firm's sales. The examined sample consists of one hundred fifty firms
and fifty executives, which have been randomly selected to prove the effectiveness of digital
marketing. Collected data has been analysed with the help of various statistical tools and
techniques.

Yi-Shun Wang et al. (2003) published a paper on Assessing Customer Perceptions of Website
Service Quality in Digital Marketing Environments. The research is about the e-commerce
literature has rarely addressed the measurement of customer perceptions of website service

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 quality in digital marketing environments. It is argued that the current SERVQUAL and IS-
SERVQUAL instruments need to be refined and validated to fit the digital marketing
environment, as they are targeted primarily towards either traditional retailing or information
systems contexts. This article validates and refines a comprehensive model and instrument for
measuring customer-perceived service quality of websites that market digital products and
services. After discussing the conceptualisation and operationalisation of the service quality
construct, the procedure used in modifying items, collecting data, and validating a multiple-
item scale is described. Subsequently, evidence of reliability and validity is presented based
on analysing data from a quota sample of 260 adult respondents. Implications for practice and
research are then explored. Finally, this paper discusses limitations that could be addressed in
future studies. The final EC-SERVQUAL instrument with good reliability and validity will be
essential to developing and testing e-business theories and provide researchers with a common
framework for explaining, justifying, and comparing differences across results.

Andrej Tomič et al. (2019) published a paper on Increasing Website Traffic of Woodworking
Company Using Digital Marketing Methods. The research was about the digital environment
with ICT development; there are changes in traditional marketing management models. Using
digital technologies, marketing practices, companies, institutions, or processes are rapidly
changing. Applying new ICT in marketing means building a new area of marketing called
digital marketing. New conflicts that need to be addressed in the forest-wood complex arise.
The paper deals with the application of digital marketing and the possibilities of its application
in web page models in the woodworking company Drevenyprofil, to make online marketing,
advertising, search engine optimisation website in woodworking company Drevenyprofil more
effective to increase website traffic and thus to boost turnover in woodworking company
Drevenyprofil. In particular, online marketing analysis and marketing strategy were used.

Ms Sarwat Jahan et al. (2019) published a paper on Exploring the Value Of Your Website
Analytics. The study investigated the value and benefits of website analytics, specifically
marketing performance management, while presenting an overview of how organisations can
exploit the metrics system in the 21st century. In this context, literature on performance
measurement was reviewed and applied to website analytics. With this specific focus, the study

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 found that companies' efforts about the use of marketing metrics systems and the resulting
outcomes are highly dependent upon the reasoning for the selected metrics, as well as the
processing of metrics data, which may ultimately allow the businesses to further enhance
customer footfall over their website. Given that digital marketing has gained tremendous
importance in the service and manufacturing industries, the study confirmed that web analytics
could help businesses harness their values and ultimately result in a range of benefits resulting
from marketing activities.

Sukhpuneet Kaur et al. (2016) published a paper on the Analysis of website usability
evaluation methods. The study was about the most crucial aspect that regulates a website's
worth: usability. There are different dimensions through which the usability of websites can
be evaluated. It is significant to have an assured number of methods to measure the usability
of websites. The designers of websites need to know the usability level of their websites. The
measurement techniques can be used to increase the usability level of the website. To find out
the usability level, this paper makes use of two automated tools, Site Analyser (which
calculates different no of parameters such as Content, Design, Performance, SEO (Search
Engines Optimization) and Page Analysis) and Qualidator tool (which checks Usability,
Accessibility, SEO and Quality (technical quality)). This paper evaluates the Educational
Universities of Punjab and provides their ranks according to evaluation criteria.

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 V. RESEARCH METHODOLOGY
RESEARCH DESIGN
The study is a descriptive research project. Descriptive research is used to characterise the
behaviour of a group of people or a population. It does not explain how, when, or why the
behaviour occurs. Instead, it clarifies the nature of the behaviour.

DATA COLLECTION
This research incorporates both primary and secondary data.

The collecting of raw data by the researcher himself, using instruments such as surveys and
interviews, is referred to as primary data.
Instruments:
• Questionnaire

The collecting of data that has already been gathered and analysed is referred to as secondary
data via various sources, including books, industry official websites.
Instruments:
• Internet
• The official website of the company

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 VI. INTERPRETATION / ANALYSIS
This study is to understand consumer attitudes and customer perception towards different e-
commerce websites. With the help of colleagues during the internship, we gathered a response
of 910 respondents from all over India.

Q1. Have you ever been disappointed with current e-commerce websites?

• Yes – 398/910 – 43.73%

• No – 512/910 – 56.26%

INTERPRETATION:
Whether consumers have ever been disappointed while using the current e-commerce websites
or are satisfied with the products and services offered on current e-commerce platforms, this
helps us understand consumer behaviour and helps with the consumer attitude while using
those platforms further in the future. 43.73% of consumers were already disappointed with the
current products and services offered. At the same time, 56.26% of consumers were satisfied
with the current products and services.

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 Q2. Your experience while using e-commerce platforms?
• Very Good – 179/910 – 19.67%
• Good – 357/910 – 39.23%
• Neutral – 284/910 – 31.20%
• Not Good – 53/910 – 5.82%
• Worst – 37/910 – 4.60%

INTERPRETATION:
To what extent consumers are satisfied with the services offered by e-commerce websites. The
question will help us see the consumers' experience while using the e-commerce platforms.
19.67% of consumers had an excellent experience, and 39.23% had a good experience. 31.20%
of consumers were neutral with the experience. At the same time, 5.82% of consumers did not
have a good experience using the platform, and 4.60% of consumers had the worst experience
using the current e-commerce platforms.

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 While consumer behaviour and attitude are evaluated using the multiple-choice questions
mentioned above, customer perception is evaluated on short answers.
The questionnaire asks about their experience using an e-commerce website for online
shopping and retrieves the answers in short answers. Consumers stated their different
experiences – bad or good during online shopping.

Many customers had an awful experience while shopping online, mainly because the product
quality was not the same as mentioned in the product description, delayed delivery, and trouble
with returns. This, in turn, takes us to the next multiple-choice question, i.e., about the e-
commerce platform where consumers face difficulty purchasing products and services and
retrieving the answers quickly.

Every other question included in the questionnaire that is not in the interpretation is descriptive.
Interpreting the data submitted by the consumers helps us understand the cause and effect of
the consumer while purchasing on e-commerce websites.

The research through this questionnaire makes us understand consumer behaviour and
consumer attitude while purchasing through an e-commerce website. Understanding customer
perception is evaluated. Moreover, these behaviours and attitudes affect the decisions while
shopping online for products and services.

The questionnaire is attached in the annexure at the end of the report.

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 VII. FINDINGS AND RESULTS

TASK ACCOMPLISHED
I was assigned to work with the organisation's digital marketing department as an intern. This
aided me in comprehending the actual work environment of a company. I got much hands-on
experience and many opportunities to learn new things.

FINDINGS
The prime findings during my internship were:
• Provide day-to-day analysis of the company's website.
• Suggestions to improve the company's website from the design perspective.
• Provide different marketing strategies to increase reachability.
• Suggestions to improve the company's SEO listings.
• Managing the Graphics and Design team.
• Managing and updating the Pinterest page of the company.
• Analysing the posters, product descriptions, and captions to be uploaded to Pinterest's
page.

RESULTS
1. Increased Organic Discovery & High-Quality Website Traffic
SEO's organic visibility, which leads to more significant website traffic, is a huge
benefit. Customer-centric search engine optimisation is hyper-targeted. A strong SEO
plan will assist in distributing your web pages to a relevant audience through relevant
search queries.

Organic exposure drives high-quality traffic to your website without attempting to

charm or persuade the visitor because the customer is already looking for what you
have to offer.

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 2. Impressive ROI
Return on investment (ROI) is generally a top criterion, if not the most essential when
considering digital marketing platforms. While SEO results take time to appear, a high-
quality plan will eventually pay off handsomely.

Search engine leads have a close rate of 14.6 per cent, which is approximately 12 per
cent higher than traditional marketing; but, if your website is on pages two, three, four,
or not at all, leads will be scarce. On the other hand, the first Google result obtains 33%
of all search traffic. More significant online traffic and income are directly proportional
to increased search engine exposure, making ROI one of many businesses' most
important SEO benefits.

3. Improved Credibility & Trust

Being on the first page of Google increases your reputation with potential customers.
Google ranks websites based on various on-page and off-page factors, including the
quality of the content, the speed of the site, and mobile-friendliness. While most
consumers are unlikely to pay attention to these signals, people want Google to deliver
relevant, helpful material first. Most users have implicit trust in the algorithm, and 75%
do not proceed to page two.

Search engine authority and a high-quality product or service that builds credibility
among visitors are the foundations of trust.

4. Provided 24/7 Promotion

Work on search engine optimisation does not end when the office closes. Content does
not vanish when a budget is exhausted, as it does with sponsored advertising. SEO
rankings advertise your website 24 hours a day, seven days a week, taking full
advantage of the (at least) 60,000 Google searches that occur every second. Once again,
SEO is unique in that it allows your business to reach users while they are looking for
you, rather than on a billboard on the way out of town.

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 5. Targeted the Entire Marketing Funnel
Content marketing, which SEO fuels, encompasses a wide range of content formats
aimed at different marketing funnel stages. While a top-of-the-funnel or middle-of-the-
funnel blog article may not convert at first, it does develop brand loyalty and
recognition, both of which are attributes that contribute to conversions.

6. Reached Target Audience

SEO is not just for businesses with a specific target market. Companies targeting
multiple audiences, possibly with the same service, can benefit from search engine
optimisation.

A pool installation firm, for example, may cater to both residential and commercial
customers. SEO allows businesses to reach out to their target audiences through intent-
driven keyword research. Separate service pages targeting the keyword phrases "home
pool installation services" and "commercial pool installation services" might be built
to address both populations.

7. Optimised User Experience

User experience is an integral part of SEO and a major Google ranking factor. "Google
has learned how to interpret a good or unpleasant user experience," according to Search
Engine Journal, "and a positive user experience has become a vital factor to a website's
success."

A Google user expects a quick response to their question. When a visitor enters a
website and is confronted with a terrible user experience, such as mobile
incompatibility or a barrage of pop-ups, they are likely to depart within seconds. High
bounce rates signal to Google that the web page is not helpful to the user, leading to
lower ranks.

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 8. Enhanced PPC Success
Paid search engine marketing (PPC) and SEO complement one other nicely. Website
rankings at the top of paid search results and on the first page of organic search results
provide consumers more reasons to visit your site and strengthen brand credibility. SEO
data can also be used to help you plan and improve your PPC campaign.

9. Long-Term Marketing Strategy

While quality SEO can significantly influence your organisation in the first year, your
efforts will compound over time, resulting in better outcomes for several years. The
volume of SEO outcomes is proportional to the amount of work, and time spent on it.
Be sceptical of SEO firms that claim immediate results.

Implementing an SEO plan that includes content production and on-page optimisation
and knowing Google's algorithm takes time. Prepare to view SEO as an investment
with a spectacular long-term return if you want to see the most satisfactory outcomes
from adding SEO into your digital marketing strategy.

10. Improved Search Visibility

We are, without a doubt, living in a digital age. Organisations that want to build a strong
brand should be visible on the internet. If you are not on page one, you will not get any
clicks or promote your business to anyone. Search engine optimisation is now essential
for successful brand identification.

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 VIII. CONCLUSION
The author benefits significantly from the internship program by gaining real-world experience
at an e-commerce company, where they may use concepts and logic learned during the study
term. Website analysis and digital marketing activities were observed and learned in this short
period, emphasising the importance of relationships, leadership attributes, and other
managerial and advertising abilities.

During my internship, the most important things I learned were how to complete tasks as a
team, make the best use of the internet, use various tools to increase efficiency, and code
compliant with upcoming new technologies. The website was optimised with solid content,
proper keyword placement, and many visits to inbound links, hits, clicks, and impressions. Its
presence on the search engine was highly significant.

The practical experience and confidence to deal with various organisational communications
with customers have increased as a result of the exposure to the natural environment. The
system was developed; more precisely, the website was optimised by researching the existing
system and client expectations, which increased the author's ability to analyse and develop
relationships. The author has improved his presentation skills and has also improved his
demonstrating abilities. As a result of this, the author has gotten a better understanding of the
realistic environment of the business to which he has contributed, as well as the wisdom of
organisational discipline and time management.

Finally, the internship program has improved my ability to promptly communicate and report
to those parties about any concerns that arise in the business and the confidence to work in a
team and on real-world tasks.

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 IX. RECOMMENDATIONS
• Shobbr India Private Limited should expand its business to new geographic locations inside
India
• They should start advertising with Google AdWords and AdSense
• As most of the employees are interns. They should recruit more interns to interact with
their customers and better understand their needs.
• Shobbr India Private Limited should also focus on Paid advertising as well.
• E-mail marketing and e-mail communication should be introduced.
• Pinterest marketing was adequate, but they should work more on affiliate marketing.
• SEOs must be updated more frequently.

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 X. LEARNING EXPERIENCE
The summer internship gave me a better understanding of how businesses operate and their
many divisions and roles operate. It assisted me in learning various digital marketing
approaches and how digital marketing is currently influencing markets and displacing
traditional marketing. Digital marketing has much room for growth and is developing quickly.
Digital marketing is a fundamental process that involves extensive research to identify the
target audience, clients, sponsors, and other stakeholders. The organisation assisted in
understanding the entire process, the many crucial aspects for closing a contract, and how to
significantly impact individuals through marketing methods.

This internship showed me that digital marketing is far more complex than it appears. It
necessitates specialised skills and approaches, and to be a competent digital marketer, the
marketer must stay up with rapidly changing technology and swiftly adapt to it.

My knowledge and confidence in dealing with various organisational communications with

customers and co-workers have grown due to my exposure to the practical world. I expanded
my knowledge and learned how to apply it in the actual world in such a short period.

Finally, the internship program has increased my skill to communicate and build-up
confidence level to work in real projects and teams.

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 XI. REFERENCES
• The Art of SEO, 2nd Edition
https://www.oreilly.com/library/view/the-art-of/9781449324865/
• Digital marketing: A framework, review and research agenda
https://www.sciencedirect.com/science/article/abs/pii/S0167811616301550
• Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study
https://www.academia.edu/download/55473523/6.-Effectiveness-of-Digital-Marketing-
in-the-Challenging-Age-An-Empirical-Study1.pdf
• Assessing Customer Perceptions of Website Service Quality in Digital Marketing
Environments
https://www.igi-global.com/article/journal-organizational-end-user-computing/3770
• Increasing Website Traffic of Woodworking Company Using Digital Marketing Methods
https://df.tuzvo.sk/sites/default/files/14-02-19_0.pdf
• Exploring The Value of Your Website Analytics
https://www.researchgate.net/profile/Sarwat-Jahan-
4/publication/338227283_EXPLORING_THE_VALUE_OF_YOUR_WEBSITE_ANAL
YTICS/links/5f49e2e592851c6cfdf7b433/EXPLORING-THE-VALUE-OF-YOUR-
WEBSITE-ANALYTICS.pdf
• Analysis of website usability evaluation methods
https://ieeexplore.ieee.org/abstract/document/7724420
• https://en.wikipedia.org/wiki/Digital_marketing
• https://mailchimp.com/marketing-glossary/digital-
marketing/#:~:text=Digital%20marketing%2C%20also%20called%20online,messages%
20as%20a%20marketing%20channel.
• https://www.marketo.com/digital-marketing/
• https://blog.hubspot.com/marketing/what-is-digital-marketing
• https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing
• https://www.investopedia.com/terms/d/digital-marketing.asp
• https://seosandwitch.com/digital-marketing-history-india/?amp
• https://vtldesign.com/what-we-do/digital-marketing/digital-marketing-strategy/

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 • https://www.webfx.com/internet-marketing/why-is-internet-marketing-so-important.html
• https://www.doz.com/metrics/10-top-online-marketing-platforms
• https://shobbr.com/
• https://www.facebook.com/shobbr.ecom.3
• https://twitter.com/Shobbrofficial/
• https://www.youtube.com/channel/UCwvTvxa2csfd2umFi-qxT6g
• https://www.instagram.com/shobbrofficial/
• https://www.linkedin.com/company/shobbr-india-private-limited/
• https://in.pinterest.com/scriblane/_created/
• https://scriblane.online/
• https://surveyheart.com/form/60fe96118a487d2af4ff67ca

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 XII. ANNEXURES
QUESTIONNAIRE
Name –
Occupation –
Gender –
Q1. Have you ever been disappointed with current e-commerce websites?
• Yes
• No
Q2. State your lousy experience during online shopping.
………………………………………………………………………………..
Q3. On which e-commerce platform did you face difficulty?
………………………………………………………………………………..
Q4. Do you know any website that provides retail and wholesale both on one
platform?
• Yes
• No
Q5. Your experience while using those e-commerce platforms?
• Very Good
• Good
• Neutral
• Not Good
• Worst

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