INTRODUCTION

To begin with, as a part of the curriculum a summer internship programme was to be

conducted for a period of two months. Given a choice one was allowed to choose the field in
which he/she was interested. As my interest and curiosity was in online or digital marketing I
choose to work with a startup company named Return on web. Return on web is three year
old HYDERABAD based online marketing & web development firm focused on providing
you business-centric strategic solutions to the companies. I choose the startup company
because with start I can explore myself and why digital marketing? Because it is booming
industry, the growth of digital marketing is tremendous and expected to grow more.

Due to this summer internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media). The company asks me to do their
competitive research and told to found return on web USP. And research of our target
segments digital habits. With the help of the research we got a flow of what are the major
criteria’s we need to have. One had to identify various sectors in the market that actually have
a need of digital marketing services. And then your task is to approach them before your
competitors.

Digital marketing startup companies follow a standard process of approaching clients. There
are certain steps which cannot be altered or skipped. These are followed in sequences and
executed after evaluating the process again and again. In digital marketing your team should
be strong enough to deliver what your client expecting, as under digital marketing everyone
work is interconnected and with a team only one campaign can get ready.

An extensive literature review is done on the concepts and theories related to web
advertising. A review of Research papers, articles is undertaken to take note of and
acknowledge work that has been done in the field of web advertising as such. The Researcher
has collected secondary data from reputed Journals and Magazines, Newspapers, articles,
Internet websites and Archives. The Researcher has visited
Libraries in HYDERABAD and out of HYDERABAD, to collect literature. The researcher
has identified seven research papers along with thirteen articles published in renowned
journals on various topics such as Web ad, Web based ad market, E-commerce impact, trends
of online marketing, consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new
terminologies of digital marketing, corporate world etc. The project contain the task which
has been done by me during my internship as well as what I have learnt from it.

OBJECTIVES OF THE STUDY

 To study the role and growth of digital marketing

 To Study And Analyze Various Marketing Services Provided
 Drive traffic/engage people/easily accessible
 Cost effective
 Effective to target youth

NEEDS FOR THE STUDY

Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model Digital Marketing can be
classified into Pull and Push marketing.
SCOPE OF THE STUDY

Digital marketing has proven recession-proof in the times of global economic slowdown.
Digital marketing strategies gave a respite to marketing companies during recession when
traditional marketing tools proved helpless. Digital media marketing strategies are far more
cost-effective than the traditional marketing media tools. Online marketing strategies don’t
require long-standing commitments. Instead, online media marketing tools like PPC ads can
be changed on a daily basis.
Online media marketing output is easily tractable. Digital marketing media strategies have a
high degree of measurability. Thus, designing a target-oriented digital media marketing
program becomes easier.
Digital media marketing has transformed the marketing industry. Online marketing includes
use of mobile phone and internet technology provides a cheap medium to establish direct
contact with the customers. Digital media marketing tools are more accessible

RESEARCH METHODOLOGY

 For accomplishing this project, I directly worked with reliance Jar as an

intern under Client Service Department

 I personally handled this client with the help of my supervisor.

 Result is done on the basis of information provided by Reliance.

The descriptive research design is used for analyzing and studying the process of Business
Development. It is very simple & more specific than explanatory study.

The descriptive study is a fact finding investigation with adequate interpretation. The
descriptive study aims at identifying the various characteristics of a problem under study. It
reveals potential relationships between variables and also setting the stage for further
investigation later. The results of such research are not usually useful for decision making by
them, but they can provide significant insight into a given situation. Although the results of
qualitative research can give some indication as to the ‘why’, ’how’ and ‘when’ something
occurs, it cannot tell us ‘how often’ or ’how many’.
As the research conducted was observatory there was no questionnaire and hence no sample
size or data interpretation was to be done.

RESEARCH DESIGN

For accomplishing this internship, I used two methodologies. One is working as a client
servicing executive in Isobar India and another one is a research to understanding the
consumer buying behavior of Indians in digital era using an online questionnaire.

Data Sources:

Primary Data: -

It is a firsthand data which is collected by you only. The different way of collecting primary
data is personal interview, questionnaire, survey etc. As my project is descriptive study there
is no primary data collected as such.

Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies.

To meet the objectives, the study used qualitative research. The descriptive study was done
through review of existing literature that helped in validation and extraction of the important
variables and factors. Data was collected from secondary sources. Secondary sources were
magazines, websites, books, office executives, and company data

Sample size: 100