AUDIT COURSE REPORT

ON
“Digital and Social Media Marketing”
A Report Submitted in partial Fulfilment of the Requirements
For the Award of Degree of
BACHELOR OF ENGINEERING

IN

COMPUTER ENGINEERING

Submitted By

Pathan Toufik Shakir

Roll No:-43

UNDER THE SUPERVISION OF

Prof.Gage P.K

DEPARTMENT OF COMPUTER ENGINEERING

Samarth College of Engineering and Management, Belhe Bangarwadi,

Belhe,Tal:Junnar,Kalyan-Ahmednagar Highway Bangarwadi,

Maharashtra 412410

Academic Year :- 2024-2025

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 DEPARTMENT OF COMPUTER ENGINEERING

SGOI’S SAMARTH COLLEGE OF ENGINEERING Belhe, Junnar , Dist-Pune

CERTIFICATE

This is to certify that the "Audit Course Report " submitted by Pathan
Toufik Shakir (Roll no:-43) is work done by her and submitted during
2024-2025 academic year, in partial fulfilment of the requirements for the
award of the degree of BACHELOR OF ENGINEERING In COMPUTER
ENGINEERING.

Guide HOD Principle

Prof. Gage P.K. Prof.shegar S.R Prof.Dr.Narawade N.S.

Date:- / /2025

Place:- Belhe

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 ABSTRACT

Digital and Social Media Marketing has revolutionized the way businesses
connect with consumers in the modern digital age. Unlike traditional marketing methods,
digital marketing leverages online platforms such as websites, search engines, email, and
mobile apps to reach target audiences efficiently. Social media marketing, a key
component of digital marketing, uses platforms like Facebook, Instagram, Twitter,
LinkedIn, and YouTube to engage users, build brand awareness, and drive sales through
interactive and shareable content. This form of marketing enables businesses to gather
real-time data, track user behavior and personalize marketing efforts to suit customer
preferences. Through techniques such as Search Engine Optimization (SEO), Pay-Per-
Click (PPC) advertising, content marketing, influencer collaborations, and social media
campaigns, businesses can significantly enhance their online presence. \

One of the main advantages of digital and social media marketing is its cost-
effectiveness and ability to deliver measurable results. Small and large enterprises alike
can tailor campaigns to suit different budgets and objectives. Furthermore, the rise of
analytics tools allows marketers to evaluate performance and adjust strategies promptly.
In today’s fast-paced and highly connected environment, digital and social media
marketing has become essential for brand visibility, customer engagement, and
competitive advantage. This abstract provides a brief overview of the key elements,
benefits, and strategies involved in digital and social media marketing, emphasizing its
crucial role in contemporary business success.

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 ACKNOWLEDGEMENT

Any attempt at any level can’t be satisfactorily completed without support and
guidance of learned people .I would like to take this opportunity to extend my deep felt
gratitude to all people who have been there at every step for my support.

First and foremost, I would like to express my immense gratitude to my Audit Course
Guide Prof.Gage P.K. and our HOD Prof Shegar.S.R for their constant support and
motivation that has encouraged me to come up with this Audit course Report. I would
also like to thank our Audit Course coordinator Prof.Gage P.K. for constantly
motivating me and for giving me a chance to give a Audit Course Project on a creative
work.

I am Extremely grateful to our HOD Prof Shegar.S.R for providing state of the art
facilities I take this opportunity to thank all professors of department for providing the
useful guidance and timely encouragement which helped me to complete this Audit
Course Project more confidently.

I am very thankful to family ,friend and mates who have rendered their whole hearted
support at all times for the successful completion of our Audit Course Project.

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 INDEX

Sr No CONTENTS PAGE NO

1. Introduction 6

2. Objectives 9

3. Scope Of The Study 10

4. Problem Statement 12

5. Implementation 14

6. Result & Anyalasis 17

7. Challenges Faced 19

8. Future Scope 21

9. Conclusion 23

10. References 24

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 CHAPTER 1

INTRODUCTION

Digital marketing refers to the use of digital channels such as websites, email, search
engines, and mobile apps to promote products or services. Social media marketing, a
vital subset of digital marketing, focuses on utilizing social networking platforms like
Facebook, Instagram, Twitter, LinkedIn, and YouTube to interact with customers,
build brand loyalty, and influence purchasing decisions.

Fig.1

The digital environment allows businesses to engage with consumers in real-time,

providing a personalized experience that is data-driven and results-oriented.
Companies can target specific demographics, track user behavior, and measure
campaign effectiveness through advanced analytics tools.

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Techniques such as Search Engine Optimization (SEO), Pay-Per-Click (PPC),
influencer marketing, content creation, and viral campaigns have proven to be highly
effective in increasing visibility and driving traffic.

Fig.2

Social media platforms, in particular, have transformed the way brands communicate
with their audiences. They provide a space for two-way interaction, where consumers
can voice their opinions, ask questions, and become part of the brand’s community.
This interaction builds trust, encourages loyalty, and enhances the overall brand image.

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 CHAPTER 2

OBJECTIVES

1. Increase Brand Awareness:-

• Expand reach and visibility across digital platforms.

• Get more followers, impressions, and mentions.

2. Drive Website Traffic:-

• Use content, ads, and social media to bring users to the website or
landing page.

• Track via UTM links, Google Analytics, etc.

3. Generate Leads & Conversions:-

• Collect email signups, form submissions, or purchases.

• Use lead magnets, CTA buttons, and conversion-optimized landing

pages.

4. Boost Sales or Revenue:-

• Promote products/services to increase online purchases or bookings.

• Use retargeting ads, special offers, and influencer campaigns.

• Use analytics to refine campaigns and improve ROI (Return on

Investment)

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 5. Improve Customer Engagement:-

• Build meaningful interactions through comments, DMs, likes, shares,

polls, etc.

• Respond quickly and build a community around your brand.

6. Establish Thought Leadership:-

• Share expert content to build credibility in the industry.

• Use blogs, LinkedIn posts, webinars, and industry collaborations.

7. Enhance Customer Loyalty:-

• Run loyalty programs, exclusive content, and community groups.

• Turn customers into brand advocates.

8. Collect Customer Insights:-

• Use social media polls, comments, and listening tools to understand

customer needs.

• Track trends and feedback to refine your products/services.

9. Build Strategic Partnerships:-

• Collaborate with influencers, content creators, or brands for co-

marketing opportunities.

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 CHAPTER 3
SCOPE OF THE STUDY

1. Introduction to Digital and Social Media Marketing:-

• Definition and Overview: What digital marketing and social media marketing entail,
including the tools, platforms, and strategies involved.
• Importance in Modern Business: The role of digital and social media in business
growth, customer engagement, and brand visibility.

2. Digital Marketing Channels:-

• Search Engine Optimization (SEO): Techniques for improving visibility in search
engines.
• Content Marketing: How content (blog posts, videos, infographics, etc.) drives traffic
and engagement.
• Email Marketing: The effectiveness of email campaigns for customer retention and
lead generation.
• Pay-Per-Click (PPC) Advertising: Impact of paid ads, including Google Ads,
Facebook Ads, and others.
• Affiliate Marketing: How businesses leverage affiliates to drive sales.

Fig.3

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3. Social Media Marketing:-
• Platforms: Key platforms (Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.) and
their unique features.
• Social Media Campaigns: Strategies for engaging with the audience and increasing
brand awareness.
• Influencer Marketing: The role of influencers in digital marketing and how they
shape consumer behavior.
• Content Creation: The types of content suitable for different platforms and how it can
be optimized.

4. Target Audience Analysis:-

• Segmentation: How businesses segment their audience based on demographics,
interests, behaviors, etc.
• Buyer Personas: Developing personas to guide targeted marketing efforts.
5. Analytics and Performance Metrics:-
• Tracking and Measurement: Use of tools (Google Analytics, social media analytics,
etc.) to track performance.
• Key Performance Indicators (KPIs): Metrics such as engagement rates, conversion
rates, click-through rates (CTR), etc., to evaluate success.
• Return on Investment (ROI): How to measure the financial effectiveness of digital
marketing campaigns.

6. Emerging Trends in Digital and Social Media Marketing:-

• Artificial Intelligence and Automation: How AI is transforming personalized
marketing and customer interaction.
• Video Marketing: The increasing role of video content (live streaming, tutorials, ads)
in digital marketing.
• Social Commerce: The integration of eCommerce on social media platforms.
• Privacy and Data Protection: Growing concerns over data privacy, GDPR, and how
businesses are adapting.

7. Case Studies and Real-World Examples:-

• Successful Campaigns: Examining case studies of successful digital and social media
campaigns.

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 CHAPTER 4
PROBLEM STATEMENT

1. Low Organic Reach

o Brands struggle to reach their target audience due to constantly

changing algorithms on platforms like Instagram, Facebook, and
Twitter.

2. Content Overload

o Audiences are bombarded with content daily, making it difficult for

businesses to stand out and retain attention.

3. Audience Targeting Challenges

o Inaccurate or broad audience segmentation often results in poor ad

performance and lower ROI.

4. Poor Engagement Rates

o Despite high reach, many campaigns suffer from low likes, shares,
comments, and click-through rates.

5. Difficulty in Measuring ROI

o Many businesses find it hard to track and analyze the effectiveness

of their digital campaigns.

6. Platform Dependency

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 o Heavy reliance on a single platform makes brands vulnerable to
sudden policy or algorithm changes.

7. Inconsistent Branding Across Channels

o Maintaining a uniform brand voice and identity across multiple

digital platforms is often a challenge.

8. Lack of Personalization

o Generic campaigns fail to connect with users on a personal level,

reducing engagement and conversions.

9. Limited Budget Allocation

o Small businesses often face budget constraints that limit their ability
to run effective paid campaigns.

10.Negative Feedback and Online Reputation

• Mishandled feedback or poor customer service online can damage a

brand’s reputation rapidly.

11.Fast-Changing Trends

• Rapid evolution of digital trends makes it hard for businesses to stay

current and relevant.

12.Data Privacy Concerns

• Users are increasingly cautious about how their data is used, affecting how
marketers collect and use data for targeting.

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 CHAPTER 5

IMPLEMENTATION

1. Define Goals and Objectives:-

• Increase brand awareness

• Drive website traffic

• Generate leads or conversions

• Boost engagement

• Promote specific campaigns, products, or events

2. Identify Target Audience:-

• Demographics: age, gender, location

• Interests and behavior online

• Preferred platforms (Instagram, Facebook, LinkedIn, etc.)

• Pain points and needs

3. Choose the Right Platforms:-

• Facebook: broad audience, ads, communities

• Instagram: visuals, stories, reels, influencers

• Twitter/X: real-time updates, trends, hashtags

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 • LinkedIn: B2B marketing, professionals

• YouTube: video content, tutorials, vlogs

• TikTok: short-form, viral potential

• Pinterest: lifestyle, design, DIY

• Google Ads & SEO: for visibility on search engines

4. Content Strategy:-

• Content types: Images, Videos, Blogs, Infographics, Memes, Polls

• Content calendar: Schedule posts weekly or monthly

• Content pillars: Educate, Entertain, Inform, Promote

• Use trending topics and hashtags

5. Create and Curate Content:-

• High-quality visuals (Canva, Adobe, etc.)

• Captions with strong CTAs (Call to Action)

• User-generated content & testimonials

• Repurpose content across platforms

6. Implement Paid Campaigns:-

• Facebook & Instagram Ads Manager

• Google Ads (Search, Display, Video)

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 • YouTube Pre-roll ads

• Budget allocation and targeting (custom audiences, lookalike, interests)

7. Influencer and Affiliate Marketing:-

• Identify relevant influencers

• Collaborate on giveaways, reviews, and promotions

• Use affiliate links for trackable conversions

8. Engagement and Community Building:-

• Respond to comments and messages

• Host live sessions, Q&As, or AMAs

• Use polls, quizzes, and interactive stories

• Create Facebook/WhatsApp groups or Discord communities

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 CHAPTER 6

RESULTS & ANYLYSIS

The digital and social media marketing campaign was executed over a period of three
months across key platforms including Facebook, Instagram, Twitter, and Google Ads. The
campaign aimed to boost brand awareness, increase customer engagement, and drive
conversions. The following results and insights were obtained:

1. Reach & Impressions

• Facebook & Instagram Ads reached over 150,000 users with 750,000
impressions.
• Organic reach on social platforms improved by 35% due to consistent posting and
audience interaction.
• Hashtag strategy on Instagram contributed to a 28% increase in discovery.

2. Engagement Metrics
• Average engagement rate improved from 1.8% to 4.3% over the campaign
duration.
• Content types that performed best:
o Short videos/Reels (highest engagement)
o Infographics (shared widely)
o Polls and interactive stories (boosted follower interaction)
• User comments and shares increased by 40%, indicating improved brand interaction.

3. Follower Growth
• Instagram followers increased by 2,000+ (a 22% growth).
• Facebook page likes rose by 15%.
• Most new followers were gained through targeted ad campaigns and influencer
collaborations.

4. Website Traffic
• Website traffic from social media increased by 62%.
• Google Analytics showed that:
o Average session duration increased by 45 seconds.

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 o Bounce rate reduced from 58% to 41%.
o Top traffic sources: Instagram Stories swipe-ups and Facebook ad links.

5. Lead Generation & Conversion

• Generated 1,200+ leads via social media forms and call-to-action (CTA) buttons.
• Conversion rate on landing pages increased by 3.1%, attributed to optimized ad
targeting and clearer CTAs.
• Email subscriptions grew by 850, with most sign-ups coming from blog posts and
lead magnets shared on social media.

6. Ad Performance
• Total ad spend: $2,500
• Cost per Click (CPC): $0.45 (within industry average)
• Return on Ad Spend (ROAS): 3.8x – for every $1 spent, $3.80 was earned.
• Best-performing ads had:
o Clear visuals
o Strong emotional appeal
o Mobile-optimized content

Analysis Summary:
• The campaign demonstrated strong improvements in brand visibility, user
engagement, and lead generation.
• Video content and interactive posts significantly outperformed static content.
• Data-driven ad targeting and regular performance reviews were key to
optimization.
• Challenges included high ad competition during holidays and managing consistent
content production.

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 CHAPTER 7
CHALLENGES FACED

🔹 1. Content Saturation & Audience Fatigue

• With millions of posts uploaded every minute, standing out is increasingly difficult.
• Users are bombarded with ads and content, causing reduced attention spans and interest.
🔹 2. Changing Algorithms
• Frequent updates in platform algorithms (e.g., Instagram, Facebook) impact organic
reach and visibility.
• Marketers need to constantly adapt their strategies to maintain engagement.
🔹 3. Measuring ROI Effectively
• Difficulty in tracking the effectiveness of campaigns across multiple platforms.
• Attribution models are often unclear or inaccurate, making it hard to know what’s
working.

Fig.6

🔹 4. Maintaining Brand Consistency

• Managing brand identity across various channels (Instagram, LinkedIn, Twitter,
TikTok, etc.) can be challenging.
• Inconsistent tone or visuals can confuse or alienate audiences.

🔹 5. Ad Fatigue & Banner Blindness

• Users are growing tired of repetitive ads and may start ignoring them altogether.
• Overexposure leads to lower click-through rates and conversions.

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🔹 6. Lack of Personalization
• One-size-fits-all campaigns are no longer effective.
• Many brands struggle to create tailored content that resonates with specific audience
segments.
🔹 7. Negative Feedback & Reputation Management
• Social media is public and fast-moving. Negative comments or reviews can escalate
quickly.
• Requires constant monitoring and a well-prepared crisis management plan.
🔹 8. Budget Constraints
• Small businesses often lack the budget for high-quality content creation, ad spend, and
hiring specialists.
• This limits their ability to compete with larger players.
🔹 9. Keeping Up with Trends & Technologies
• Trends like reels, memes, AR filters, and influencer marketing evolve rapidly.
• Marketers must continuously learn and innovate to stay relevant.
🔹 10. Compliance & Data Privacy
• Regulations like GDPR and CCPA require brands to handle user data responsibly.
• Failing to comply can result in legal consequences and loss of trust.

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 CHAPTER 8

FUTURE SCOPE

1. AI and Automation:-

• Personalized Marketing: AI will enhance customer targeting through predictive

analytics and real-time data analysis.

• Chatbots and Virtual Assistants: 24/7 customer support and automated responses on
platforms like WhatsApp, Instagram, and Facebook.

• Content Generation: AI tools (like ChatGPT, Jasper) will streamline content creation.

2. Influencer Marketing Evolution:-

• Micro & Nano Influencers: Brands will prefer smaller influencers with high
engagement rates over celebrities.

• Authenticity over Reach: Real connections and niche content will dominate.

3. AR/VR and Immersive Experiences:-

• Virtual Try-Ons: Especially in fashion, beauty, and retail.

• Metaverse Marketing: Virtual stores, events, and experiences in digital worlds (e.g.,
Decentraland, Roblox).

4. Voice Search Optimization:-

• As smart devices like Alexa and Google Home rise, SEO will evolve to accommodate
voice-based queries.

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 5. Video Content Dominance:-

• Short-form Videos: Reels, Shorts, TikTok continue to thrive.

• Live Streaming: Real-time interaction builds trust and engagement.

6. Data-Driven Strategies:-

• Advanced analytics tools to track user behavior and ROI.

• Ethical use of big data and first-party data post-cookie era.

7. Social Commerce:-

• Integration of shopping features directly on platforms like Instagram, Facebook,

Pinterest, and TikTok.

8. Privacy and Data Security:-

• Marketers will need to prioritize user consent and transparency due to stricter
regulations (e.g., GDPR, CCPA).

9. Hyper-Personalization:-

• Tailored content, product recommendations, and offers using machine learning and
customer behavior tracking.

10. Sustainability & Ethical Branding:-

• Consumers prefer brands that are transparent, ethical, and sustainable. Social media
will amplify such brand values.

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 CHAPTER 9

CONCLUSION

Digital and social media marketing have become essential tools for businesses
to connect with consumers, build brand awareness, and drive growth in
today’s digital-first world. As more people spend time online, platforms like
Facebook, Instagram, X (formerly Twitter), LinkedIn, YouTube, and TikTok
offer unique opportunities to engage audiences through personalized content,
influencer collaborations, and targeted advertisements. The power of data
analytics in digital marketing enables businesses to understand consumer
behavior and preferences more accurately than ever before, allowing them to
create more effective and relevant marketing strategies. Additionally, SEO,
email marketing, and content creation are crucial in building long-term
customer relationships and trust. Social media, in particular, has transformed
marketing from a one-way communication channel into an interactive
experience, where customers can engage directly with brands and share their
feedback in real time. However, with these opportunities come challenges
ranging from managing online reputation to keeping up with constantly
evolving algorithms and consumer trends. Ethical considerations, such as data
privacy and responsible advertising, are also critical to maintain trust and
transparency. Ultimately, businesses that adapt to the dynamic nature of
digital and social media marketing, embrace innovation, and put the customer
at the center of their strategies are more likely to succeed in today’s
competitive environment. As technology continues to evolve, so too will the
methods of engaging, converting, and retaining customers in the digital space,
making this field one of the most exciting and essential aspects of modern
marketing. Digital and social media marketing have revolutionized the way
businesses interact with their audiences. With the power to reach a global
audience instantly, brands can now build stronger relationships.

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 CHAPTER 10

REFERENCES

1. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th Edition). Pearson
Education.
o A comprehensive textbook on digital strategy, channels, and analytics.
2. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for
Humanity. Wiley.
o Explores how digital transformation is reshaping marketing.
3. Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for
Engaging the Digital Generation. Kogan Page.
o A practical guide to digital marketing concepts and tools.

📰 Research Papers / Journals

1. Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social
media: Why bother?
Business Horizons, 57(6), 703–708.
DOI: 10.1016/j.bushor.2014.07.002
2. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media
in marketing.
Journal of the Academy of Marketing Science, 48, 79–95.
DOI: 10.1007/s11747-019-00695-1
3. Kaur, G. (2016). Social Media Marketing.
Asian Journal of Multidisciplinary Studies, 4(7).
o Focuses on the impact of social media on consumer behavior.

🌐 Web Sources
1. Statista – www.statista.com
o Provides up-to-date statistics on social media usage and digital marketing
trends.
2. HubSpot Blog – blog.hubspot.com
o A go-to resource for practical insights on inbound marketing and social media.
3. Hootsuite Blog – blog.hootsuite.com
o Covers platform-specific marketing strategies and algorithm updates.
4. Google Digital Garage – https://learndigital.withgoogle.com

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