Assignment :6 :: Study of Ministry of Corporate Affairs (MCA) services related to

marketing strategry for digital marketing, use of social media in concern with start-up and
entrepreneurship.

Abstract
As the dominance of the internet continues to grow, customers are increasingly engaged
online, using digital devices for various purposes. Social media platforms play a significant
role in communication, study, travel booking, and shopping. In this digital era, businesses are
also exploring online platforms to expand their reach. Digital marketing acts as a catalyst,
enhancing marketing and promotional activities within organizations. India’s initiatives
like Start-up India, Make in India, Stand-up India, and Digital India have encouraged
individuals to venture into start-ups. For these start-ups, effective digital marketing strategies
can be a game-changer.

What is Digital Marketing?

The first approaches to digital marketing defined it as a projection of conventional marketing,
its tools and strategies, on Internet. However, the particularities of the digital world and its
appropriation for marketing have fostered the development of channels, formats and
languages that have led to tools and strategies that are unthinkable offline. Today, rather than
a subtype of conventional marketing, digital marketing has become a new phenomenon that
brings together customisation and mass distribution to accomplish marketing goals.
Technological convergence and the multiplication of devices have led to an opening up of the
ways in which we thinking about marketing in Internet and have pushed the boundaries
towards a new concept of digital marketing use re-centred, more measurable, ubiquitous and
interactive. The development of digital marketing strategies offer much potential for brands
and organisations. Some of them are as follows:
Branding: Platforms and 2.0 services are a great opportunity to build a brand image on the
Web due to their scope, presence and constant updates.
Completeness: The possibilities to disseminate information through links offer consumers
the chance to approach the organisation in a wider and customized way.
Usability–functionality: Web 2.0 offers simple and user-friendly platforms for all in order to
improve user experience and allow for their activities.
Interactivity: In the context in which organisations try to forge long-term relationships with
their audiences, Internet offers the possibility of having a conversation and therefore of
generating a positive experience with the brand. Such interactivity can be basic, as product
assessment, or become an all-encompassing experience.
Visual Communication: In line with visual thinking, digital marketing offers marketers
different image- and video-based tools. This is an attractive way of reaching audiences that
can lead to greater engagement.
Relevant Advertising: Easy segmentation and customisation of advertising in Internet
maximise the output. Besides, free from the limitations of other media, this environment has
allowed for more attractive advertising.
Community Connections: Internet is a unique opportunity to connect organisations with
their audiences and users among themselves. This connectivity can improve their experience
and enhance the relationship with the product, brand or organisation.
Measuring Output: Online platforms rank first in the availability of follow-up options and
the possibility to assess output.

Strength of Digital Marketing in India

 Easy to target and reach more audience at a cheaper price.

 Campaigns can be easily customized and made more targeted as per our business
requirements.
 As the world is more dependent on the internet, it helps the business to reach out and
connect with the people on a larger scale.
 Saves a lot of money as compared to the traditional way of marketing as it is cheaper and
efficient.
 Being recognized as a brand has become much easier.

 The options are not confined to one or two, there are many options and people can choose
to switch from one to the other if plan as does not work and that does not cost a great loss of
money.
 Promotion of small business is easy as it is cost effective.

 Entrepreneurs find it very useful as they do not need a huge budget for this and it gives
them huge platform to make a mark on the digital world.
 You do not require a large team to do digital marketing campaigns unlike the traditional
manner which in turn saves money, time and labour and also increases the ROI.

Weakness of Digital Marketing in India

 A challenge to reach the population which is still not using the internet.

 High chances of failure of digital marketing campaigns because of confusion due to the
availability of many different marketing options.
 Keeping pace with new trends and technology.
 Need of deep understanding of changing human behaviour and requirements.
 If your brand or product is not justifying the users need, then the chance of getting bad
reviews in public is very high, which in turn might damage the reputation.
  Damage control of bad reviews or complaints on social media or digital platform is a huge
task and can even lead to the closing of businesses.

Opportunity of Digital Marketing in India

 More and More employment for the youth as this field is just growing and number of
professionals are less.
 Increase the reach of your brand, therefore, leading to direct profit.

 There are lots of ways through which owners earn money apart from their primary
business, e.g. - giving space for ads on website, affiliate marketing in e commerce etc.
 If the digital marketing comes everywhere in a full-fledged manner it will help the country
itself to become digital that means major chunk of our population will start leading a life
which will be smarter and faster.
 It will help our Indian Government Organizations to become digital.

 All the operation from railways, municipal organization etc. will become faster and
smoother.
 Storing of valuable and confidential data of the government organizations will be easy and
secured.
 The Dream of making “Digital India” can become true.

Types and strategies of Social Media Marketing.

Creating a solid digital marketing strategy for your business begins with a better
understanding of the types of digital marketing methods that yield the best returns. Below, we
introduce you to six types of digital marketing: social media marketing, search engine
marketing (SEO), pay-per-click (PPC) advertising, email marketing, mobile marketing and
content marketing.

Social Media Marketing

Social media marketing is one of the most popular forms of digital marketing. In the United
States alone, over 308 million people access a social network at least once per month. People
of all ages use social media for entertainment, interacting with others, gaining information
about specific interests and shopping.
For businesses hoping to gain visibility and sales, social media statistics reveal that
incorporating social media into your marketing mix can be a sound strategy. Social media is
the go-to source for brand information for 78% of internet users. Nearly half of U.S.
consumers report they’ve made a purchase through social media.
Top social platforms include YouTube, Facebook, Tik-Tok, Instagram, WhatsApp, Pinterest,
LinkedIn, Snapchat and X (formerly Twitter). New platforms, such as Be Real and Paparazzi,
are entering the market regularly.

The social landscape is ever-evolving. For example, twitter, now X, was once a top platform,
but the social channel now appears to be struggling. Twitter has lost approximately 32
million users since Elon Musk purchased the platform in 2022. TikTok didn’t even come on
the international scene until 2017, but now has more than 1.7 billion monthly active users.
Digital marketers need to remain attentive to social media channel changes.

SEO
Search engine optimization (SEO) is a vital digital marketing strategy for businesses that
benefit from driving traffic to their websites. SEO is the process of optimizing your website
so search engines, such as Google rank your website high on search engine results pages
(SERPs).
SEO is all about driving organic traffic to your site. Unlike paid advertising, with SEO,
visitors who find your site come from unpaid searches. Approximately 8.5 billion searches
are done on Google daily, which presents a lot of opportunities for businesses that want to
promote their product and services. Ranking high on Google is key to driving more traffic to
your website.

In a survey conducted by Search Engine Journal, 49% of respondents reported that SEO
delivers the highest return on investment (ROI) of any digital marketing channel. You can get
started with SEO on your own for free by learning more about Google Ranking Factors or
with the help of top SEO tools and software. You can also work with an SEO service or
agency to create an SEO plan and manage your SEO for you.

PPC Advertising
PPC advertising is precisely what the name implies: you pay a fee every time someone clicks
on your digital ads. The amount you’ll pay is determined by the platform you’re advertising
on, the potential traffic for your promoted post and the number of competitors willing to pay
for similar ads.
Google Ads is the largest PPC platform in the world. Many businesses who engage in SEO
marketing also engage in PPC advertising on Google. Paid ads on Google appear above
organic search results and that positioning advantage can drive even more traffic to your
website.

Google Ads is not your only avenue for PPC advertising. You can also purchase PPC ads via
the Microsoft Search Network on Bing and partner sites as well as on top social channels,
including YouTube, Facebook, Instagram, Snapchat, LinkedIn, Amazon and TikTok.

Email Marketing
Email marketing is another top digital marketing strategy you’ll likely want to add to your
marketing mix. According to Statista, businesses earn an average of at least $32 for every
dollar spent on email marketing. For some sectors, such as retail, e-commerce and consumer
goods, that number is $45.

To be effective at email marketing, you must develop a strategy for collecting email
addresses from clients and prospects. Many businesses collect emails with every customer
encounter, sometimes offering a special incentive for joining an email list. Your business
website is also a terrific place to offer incentives to visitors so you can grow your email
database.

Growing and nurturing your email list is vital to successful email marketing. You also must
respect the communication preferences of your list and only send relevant information that
your base wants to receive. Also, failing to manage the legal aspects of email marketing,
including staying compliant with CAN/SPAM Act mandates, is paramount for email
marketing success.
Rather than managing business email manually, most marketers acquire email marketing
software. The best email marketing software makes it effortless to keep your email database
updated, handling new subscribers and unsubscribes for you.
Your email software should also make it easy to segment your email database based on
customer interests, create attractive email designs, manage email scheduling and measure
email metrics, including open rates, click-through rates (CTR), conversion rates and bounce
rates.
Mobile Marketing
There are more than 310 million smartphone users in the U.S. alone, so it should be no
surprise that mobile marketing has become a popular digital marketing strategy for
businesses.

Mobile marketing typically is conducted via text, also called short message service (SMS).
Text open rates are estimated to be as high as 98%, which is one reason mobile marketing can
be so effective. While text messaging is the most common way to market via mobile devices,
notifications from mobile apps and social channels can also be received on smartphones. The
business applications for mobile marketing are expanding every day.

Content Marketing
Every form of digital marketing relies on compelling content to attract interest and engage
prospects and customers. Content marketing is the term used to describe the different types of
content you can develop to deploy in your digital marketing campaigns.
Content marketing can take many forms, including blogs, infographics, whitepapers, eBooks,
videos, podcasts, quizzes, slide decks and webinars. Unlike advertising, content marketing is
not blatantly promotional but instead employs more subtle tactics to inform, educate or
influence a desired target market.

You can use content marketing to establish authority on particular subjects or create buzz for
your brand. One of the key advantages of content marketing is that you can do it on virtually
any budget. A do-it-yourself (DIY) approach to content marketing will cost you mere pennies
or, if your budget allows, you can work with copywriters, videographers, designers and other
content development experts to create content for your business.