A REPORT

ON
“Social media marketing and business development
for IT services in Magento E-Commerce”

SUBMITTED BY:
AYUSHI AGRAWAL
19BSP0619

NAME OF THE ORGANAIZATION

EKYAA Global Technologies

1
REPORT
ON
“Social media marketing and business development
for IT services in Magento E-Commerce”

BY

AYUSHI AGRAWAL

19BSP0619

“EKYAA Global Technologies”

A report submitted in partial fulfillment of the requirements of
PGPM program of
IBS Pune.

SUBMISSION DATE: 19/05/2020

-Submitted to-

Faculty Guide Company Guide

Prof. Abhimanyu Pati Mrs. Richa Sharma

IBS Pune. Director of Ekyaa.

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AUTHORIZATION

I Ayushi Agrawal, hereby declare that the Project Report entitled across “Social
media marketing and business development for IT services in MAGENTO
E-Commerce” is a record of an original work done during the period 17 th
February, 2020 to 22nd May, 2020 under the guidance of Prof. Abhimanyu Pati
(Faculty Guide) and Mrs. Richa Sharma (Company Gide).

The following information has been collected from genuine and authentic
sources.

“The report is submitted as partial fulfilment of the requirements of PGPM

Program of IBS PUNE.”

Prof. Abhimanyu Pati Mrs. Richa Sharma

Faculty Guide Company Guide
(ICFAI Business School, Pune) (Director of Ekyaa)

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AKNOWLEDGEMENT

At the beginning of preparing this report, I would like to convey gratitude to the
Almighty for his blessings in completing this report. Through this report, I take
the opportunity to express my sincere gratitude to all those who have helped me
in making my internship at Ekyaa Global Technologies, a success.

I express my deepest gratitude to my company guide Mrs. Richa Sharma for

giving me an opportunity to do my internship and project at Ekyaa Global
Technologies. She has been a constant help throughout the project. I would like
to thank her for her selfless help and cooperation at every step.

I am extremely thankful and pay my gratitude to my faulty guide Prof.

Abhimanyu Pati for his valuable guidance and support throughout the project.
The blessing, help and guidance given by him time to time shall carry me a long
way in the journey of life on which I am about to embark.

I would also like to express my gratitude to IBS PUNE for giving me a

wonderful opportunity to work with Ekyaa Global Technologies.

I would also like to thank all my friends, and my family members for their,
support and help as and when required as well as for inspiring me to put in my
best efforts for this project.

Ayushi Agrawal

19BSP0619

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EXECUTIVE SUMMARY

I Ayushi Agrawal (19BSP0619) Pursuing my PGPM at ICFAI Business School,

Pune and as a part of my PGPM curriculum I have done my 14 week summer
internship at EKYAA Global Technologies, Pune. EKYAA Global
Technologies is an IT consulting company. Mainly company focusses on data-
centric solutions like DWH, Data Mining and Data Analytics and providing
complete MAGENTO ECOMMERCE development for different businesses.

The internship proposed by the company is on Social media marketing and

business development for IT services in Magento E-commerce.

Objective of the Project:

 To study the effectiveness and implementation on social media marketing

for business startups and to compare and contrast social media marketing
with traditional marketing.
 To understand how social media can be useful for new business startups
and understand digital marketing strategies for the company for
generating leads through social media platforms.
Background:

 This program will help me in understanding how social media marketing

is a major part of business development in an organization. My role was
to help with social media marketing and business development for
Magento E commerce, which is an open source platform for developing E
commerce websites.
 During this period my role was to help in developing digital marketing
strategies for promoting company’s services, understanding about various
digital platform ads like LinkedIn, Facebook, etc. for generating leads
and reaching out the target audience, content writing for the product,
review the website contents, designing emails for the company’s services
for clients, cold calling, writing articles for blogs, setting up meetings and
providing necessary information to the clients.

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 I was involved in all the processes like designing the post for LinkedIn on
company’s services and products, Advertisement writing & designing,
making of a presentation for clients, Creating a database of the
company’s target market, company's brochure & product brochure,
market analysis, competitor analysis, identifying potential clients and
setting up the meeting.
Methodology:
 Making the Social media marketing strategies and implementing them
and designing content for company's various online websites.
 Filtering down the list to identify the potential clients of Magento E
commerce, contacting them via phone/email and describing the product
in brief and asking for a meeting.
 Creating a database of the company’s target market, taking the follow up
with the clients who gave a positive response and Scheduling the meeting
and conducting it with the client to explain him the benefits of our
product to their business.
Findings:
 The main reason for social media marketing was to create a platform for
highlighting their brand and create brand awareness as it would be
difficult for the startups to advertise their product by other expensive and
paid mediums with limited resources.
 With the study of social media marketing I came to its emergence and
extreme growth in today’s scenario.
 The effectivity of social media as a marketing tool will only be
possible when organization having their presence on social media
provide the concrete and timely information needed by the consumers.

Recommendations:

 Social Media Marketing is a very effective way of nurturing relationships

and maintaining them with new and existing clients, which will bring in
more work.

 The company can use the power of social media to implement other
vertical services that could instantly bring value to the company in terms
of sales.
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TABLE OF CONTENTS

AUTHORIZATION...........................................................................................3
AKNOWLEDGEMENT....................................................................................4
EXECUTIVE SUMMARY................................................................................5
CHAPTER 1: INTRODUCTION.....................................................................9
1.1: Purpose…………………………………………………...………….
…….8

1.2: Objectives ………...………………………………………………………

8

1.3: Limitations ………………………………………………………….…… 8

CHAPTER 2: INDUSTRY ANALYSIS.........................................................10

2.1: Industry Overview ………………...…………………………………….………
9

2.2: Market Size ……………………………………………………….………

…….10

2.3: Future Scenario ……………………………………………….…………….….

10

2.4: Key Policy Initiatives ………………………………………….…………….… 11

2.5 Developments in IT Market ………………………………..………………….. 11

2.6 Major Players in IT Industry …………………………………………………..

12

CHAPTER 3: OVERALL VIEW OF COMPANY.......................................14

3.1: Company Details …………………..…………………………………….……. 13

3.2: About the Company ……………….…………….……………….…………….

13

3.3: Company's Mission, Vision and Goals …………...…….……………………. 14

3.4: Company's Services …………………..……………………………………….. 15

3.5: Company's Product ………………………………………….……………...… 16

3.6: Company's SWOT Analysis ……..…………………………….…….............. 19

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CHAPTER 4: ABOUT THE PROJECT........................................................20
FINDINGS & SUGGESTIONS ……………………………………………. 36

CHALLENGES & LEARNINGS …………………………………….….... 37

CONCLUSION ………………………………………...…………………… 38

CHAPTER 5: SURVEY ON “UNDERSTAND HOW SOCIAL MEDIA

MARKETING IS HELPFUL FOR STARTUPS”.........................................40
5.1: INTRODUCTION …………………………………………………..… 40

5.2: OBJECTIVE OF SURVEY ……………………………….……….….. 41

5.3: LITERATURE REVIEW ………………………………………………41

5.4: METHODOLOGY ……………………………………..……………… 42

5.5: ANALYSIS …………………………………………………….……….. 42

5.6: FINDINGS & CONCLUSION …………………………………………

50

ANNEXURE ………………………………………………………………...…………….. 52

REFERENCE ………………………………………………………………………...…… 55

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CHAPTER 1: INTRODUCTION

PURPOSE: The Company’s project is about the Social media marketing and
business development for IT services in Magento E-commerce. The purpose of
the project is to understand how social media marketing is a major part of
business development for IT services in an organization and understand how
social media can be useful for new business startups and understand how to
develop digital marketing strategies for the company for generating leads
through social media platforms.

OBJECTIVE:

 To study the effectiveness and implementation on social media marketing

for business startups.

 To study how social media can be useful for new business startups and
developing digital marketing strategies for the company.

 Writing articles for blogs and designing content for company’s various
online websites.

 Generation of leads through social media platforms or cold calling.

 Create and manage social media marketing campaigns.

 To compare and contrast social media marketing to traditional marketing.

Limitation of the Study:

 Clients do not show that much interest in digital transformation.

 After developing content, it is difficult to reach the right prospect at

the right time.

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CHAPTER 2: INDUSTRY ANALYSIS

INDUSTRY OVERVIEW:

Information Technology (IT) industry in India is one of the fastest growing

industries. At the beginning of a new decade, IT industry in India is a key part
of the country’s economy by offering a wide range of products and services and
also created significant demand in the Indian education sector, especially for
engineering and computer science. India is one of the leading provider of IT
services. Indian IT industry has built up valuable brand equity for itself in the
global markets. IT industry in India comprises of software industry and
information technology enabled services (ITES), which also includes business
process outsourcing (BPO) industry. India has become the digital capabilities
hub of the world with around 75 per cent of global digital talent present in the
country. Revenue from digital segment is expected to comprise 38 per cent of
the forecasted US$ 350 billion industry revenue by 2025.

The origin of IT industry in India can be traced to 1974, when the mainframe
manufacturer, Burroughs, asked its India sales agent, Tata Consultancy Services
(TCS), to export programmers for installing system software for a U.S. client.
Since every business is becoming software defined and technology led business
models are emerging in every vertical, the technology investment is more than
ever business outcome aligned and would be sustained through economic
cycles.

In a current scenario, everything is going to change due to COVID-19.

Coronavirus has a mixed impact on IT industry. With work-in-isolation policy
being a mandate for employees, there are companies that make the most of it in
terms of profit. For example: Slack Technologies Inc., ZOOM etc. Since
technology companies have closed their offices, restricting their executives to
travel to the affected areas, it has adversely effected the supply chains because
manufacturers are the key suppliers to tech companies. Manufacturers who have
been impacted by the coronavirus are failing to make on-time delivery, thereby

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impacting various tech businesses. On the other side, IT firms are realizing
the benefits of outsourcing, more than ever. Remote working has been given
preference amid the COVID-19 and thus functions such as software
development & maintenance are least affected by the coronavirus. 

MARKET SIZE:

India is the prime destination when it comes to global outsourcing. India

occupies around 55% of the global market share in global services business and
IT is one of the most prominent of them. India’s IT and ITeS industry has
grown to USD 181 billion in 2018-19. While exports stood at USD 137 billion
in FY19, domestic revenues stood at USD 44 billion in the same period. The
main drivers in this regard are revival in demand for IT services from the U.S.
and Europe, increased adoption of technology and telecom by consumers, use of
IT in emerging verticals such as retail, healthcare and utilities, increased mobile
connectivity throughout the country, and re-engineering of government process
via technology and enabling e-delivery of citizen services.

Indian Internet Industry is going to double to reach US$250 billion by the end
of the year 2020. It is likely to grow by 7.5% of Gross Domestic Product
(GDP). Due to the fastest adoption of digital technology, India will have almost
730 million Internet users by 2020, according to the report by NASSCOM.
Indian It exports are expected to grow by 7-8% in 2017-2018 to US$ 126
billion. Apart from this, the industry is likely to add 130,000-150,000 new
vacancies during this phase. Indian IT firms are expecting Indian digital
economy to reach US$ 4 trillion by the end of the year 2022.

Being one of the most prominent segments within the services sector in India,
IT generates significant employment in the country. As per a report in March
2019, the IT sector has created 8.73 lakhs new jobs over the last five years.
Particularly, with the emergence and growth in technology based startups, there
has been a huge growth in the IT & BPM sector.

FUTURE SCENARIO:

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 When it comes to IT, India is one of the prime destinations for
offshoring. The sector is expected to generate revenues from export
worth USD135-137 billion by FY19. The industry is expected to grow to
USD 350 billion by 2025.

 As stated in the interim budget 2019-20, GOI has plans to roll out an AI
national program. This will impact all prominent IT companies in India
such as TCS, Infosys, Wipro, HCL Tech and other mid-cap and small-cap
software firms. This program’s focus area would be skill and
infrastructure development. Thus the mammoth beneficiaries would be
startups who lay special focus on AI.

KEY POLICY INITIATIVES:

 In the Interim Budget 2019-20, the Government of India announced plans

to launch a national programme on AI and set up a national center for AI.
It was also stated that nine priority areas will be identified for the AI hubs
across India.

 The Government has also announced plans to establish 1 lakh digital

villages in the next five years that will impact companies like Reliance
Jio, Bharti Airtel, Vodafone and Idea amongst telecom companies & IT
services companies.

 Union Ministry for Electronics and & IT has released a document

‘Digital North East Vision 2022’. The aim is to utilize digital
technologies to transform the lives of people of the northeast and instill a
better livelihood for them.

Developments in Indian IT Market:

 As per the latest survey report of Korn Ferry Digital Sustainability Index,
India gained the ninth position out of fourteen countries.

 The flex staffing market in Indian IT market acquired US$ 5.3 billion in
2016-17 and is expected to grow almost 14-16% by the end of 2021.

 Private Equity (PE) or Venture Capital (VC) investment in IT and ITeS

sector in India reached US$7.6 billion in 2017.
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 Export of software services by India has been increased by 10.3% year-
on-year to touch US$ 97.1 billion in FY 2016-17, as per the ‘Survey on
Computer Software & Information Technology Enabled Services
Exports: 2016-17’ by Reserve Bank of India.

Major players in Indian IT Industry:

 TCS: Tata Consultancy Services Limited is the largest Information

Technology Company of India was incorporated in 1968 and owned
subsidiary of TATA group. TCS generates roughly 70% of the revenue
for Tata Sons, it was ranked among the top in Forbes as the Best
Management Consulting Firms 2019 in the world.

 Infosys: Infosys is a name of Information Technology space with

workforce of over 200,000 employees in different countries. Infosys
based in India and it is a multinational company headquarters in
Bengaluru, Karnataka, India. Infosys is the first Indian Company to be
listed in NASDAQ.

 IBM: International Business Machine (IBM) is an American MNC and

over 170 countries with 450,000 employee strength. The Headquarters is
in Armonk, New York, USA, position in key high-end segments of the IT
industry in future technology like AI, block chain, cloud computing and
information security. IBM is a rank holder in Top IT companies in India
and the world 2019.

 Wipro: Wipro Ltd. demerged its non-IT business into separate entities
and shifted its focus on independent businesses, and currently the
company has workforce of 160,000 employees in 6 continents. The
company has several of key focus areas like machine learning, Data
Sciences analytics and is currently investing in block chain technologies.
Wipro has been a top performers and hence it is in the top IT companies
in India 2019.

 HCL: HCL Technologies Ltd is an Indian MNC was founded in 1976

headquartered in Noida, India with workforce of 117,000+ people over
30 nations including USA, France, Germany and United Kingdom.  HCL
is one of the top 10 largest IT companies in India with a market capital
over $18 billion USD.
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CHAPTER 3: OVERALL VIEW OF COMPANY

COMPANY DETAILS:

Name of the company - EKYAA Global Technologies Pvt. Ltd.

Year of Establishment – 2017
Director - Richa Sharma

ABOUT THE COMPANY:

EKYAA Global Technologies is an IT consulting company providing the right

solutions and the right people with a sense of urgency. The company is focused
on data-centric solutions like DWH, Data Mining and Data Analytics.
EKYAA’s core operation is around leveraging data to provide solutions to
client’s business and operational requirements.

The company is a data-driven enterprise, headquartered in Pune, India. The

company is working on specialized needs for specific industries like Healthcare
and E-commerce. EKYAA’s combination of creativity, instinct, imagination,
rationality, technology and domain knowledge believe in getting an insight into
the business to provide solutions, we embrace innovation, creativity and talent.
EKYAA provide a holistic approach and an innovative new perception of
legacy system problems and committed to identifying boundless possibilities for
providing the right solutions.

EKYAA are providing complete MAGENTO ECOMMERCE development for

different businesses. MAGENTO ECOMMERCE is an open source platform
for developing ecommerce websites. Magento ecommerce is an all-in-one
solution that delivers the power of Magento at affordable prices. EKYAA

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developers are taking a keen interest in providing responsive ecommerce
websites to meet the exact requirements and needs of clients businesses.

COMPANY’S VISSION, MISSION AND GOALS:

VISSION - Creativity & innovation continue to drive them forward in their

belief that they can create ground breaking systems & experiences that
incorporate beautifully crafted software solutions with their innovative web
application, websites & mobile applications.

MISSION - A company that prepares IT solutions for the happiness of the

clients business needs.

GOALS - They are committed to:

 Collaboration: We are dedicated to a constructive, team-oriented

environment, gathering varied perspectives, sharing knowledge, and
building effective partnerships with key stakeholders.

 Continuous Improvement: We strive for operational excellence through

the on-going development of the staff and the organization as a whole.

 Innovation: We encourage creative and critical thinking in the

development of technology services and solutions.

 People: We listen to, respect, and care for faculty, staff, students, and one
another, both professionally and personally.

 Service: We strive to provide excellent service by being consistent, agile,

reliable, and accessible to all.

 Transparency: We leverage open communications and thoughtful

business processes to be accountable in our interactions and our work.

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COMPANY’S SERVICES:

Digital transformation: EKYAA is a digital technology company that

enables digital transformation for global organizations. They transform
businesses leveraging digital technologies, high-end UIs and analytics.
Digital strategy is the process of identifying a road map of implementing
digital technologies to business models to form new differentiating business
capabilities by utilizing high-end technologies.

E-Commerce: EKYAA provide an excellent solution to this empowering

your retail business to grow high and also offer world-class Web
Development Services, especially state-of-art E-Commerce web design with
payment gateways.

AI and Machine Learning: EKYAA is an Artificial Intelligence Solution

provider working on a wide range of domain and industries. Ekyaa team can
introduce advance analytics in client’s business with a wide range of
artificial intelligence services.

UI/UX Development: UI Design stands for User Interface Design, UX

Design refers to User Experience, while both elements are crucial to a
product and work closely together. EKYAA has a great deal of experience in
designing and redesigning websites for small and large businesses all over
the world. They provide a fresh look to client’s website that will attract more
users to it and keep existing users hooked to it.

BI and Data Analytics: EKYAA big data and data analytics solution is
aimed at providing access to real-time business insights. It helps to
reconfigure their data sources and co-develop a hybrid architecture, which
unifies multi-structured data from disparate environments.

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COMPANY’S PRODUCT:

1. Carebee:

The company has developed a management software for the healthcare

sector. This application is available on android, iOS and website platform.
This is a management software which will track activities of a patient who is
getting treatment at home. It will used by a caretaker who is treating the
patient, by the family members of the patient and the doctors. This software
will also generate a statistical report of the activities of the patient. With the
help of these reports, doctors can assess the progress of the patient and treat
him accordingly.

Carebee application primarily focuses on updating the family members, who

are living away from their elder ones with the information of daily routine
activities of patient. The attendant can select the patient and can record all
the activities of the patient like the meal, sleep time, medicine, washroom
and exercise.

Carebee application will be available in three versions, lite version, Premium

Version and Premium version for organization. Lite version will have only
two basic modules. Premium version for family or caretaker will have all the
modules of the application. Premium version for the organization will have
different modules than which are having in other premium version. It will

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additionally have web based screen, attendance management and billing and
invoice management.

Pricing will be done according to the version clients are opting for. Premium
version for organization will have the highest price.

2. Kiddyfox:

The company is developing a product which will serve exclusively to the

day-care and preschool sector. This product is a management software which
will be available on android, iOS. This is also a web-based application. This
software is designed to fulfill all the management needs of a day-care and
preschool institutes like attendance management, admission management,
activity management, statistical reports, billing and payments and
communication. This website will its own website and e-commerce portal.
E-commerce portal will be used for selling required accessories for day-
cares and preschools. This application will be used by parents, teachers and
principal of the institutes. The statistical data will be provided to the higher
management time to time as per their requirement. These reports will help
teachers and parents to assess the physical and psychological progress of
their child.

This application will have 3 versions Lite, Pro and Premium. Features will
be allocated to versions as per their importance. Basic features will be
available in all three versions but high end versions will be available in only
top two versions i.e. Pro and Premium versions.

3. ERP for institutions:

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The company has also developed a software an ERP for institutions. This
product helps in automating & digitizing the entire campus. This software
offers an efficient system and transparency.

This software offers numerous benefits to all administration, management,

students, teachers, and parents. An integrated ERP enable institutions to
streamline all academic and non-academic activities of the campus.
Company’s offer solutions modules and create customized solutions for the
institution’s specialized requirements.

4. Chatbots conversation to conversion:

With the help of this AI Chatbot company never leave their customers when
they have a query. This AI chatbot allow user to get their answer straight
away, and if the bot can be integrated with WhatsApp or Facebook to make
it more effective. But how could chatbots help client's SaaS business?
Besides the convenience for client's website visitors, this chatbot allows you
to be present online to assist your potential customers even when you’re not

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there, providing customer service and even booking demos for you. This
software provides 24 by 7 support at anytime, anywhere.

COMPANY’S SWOT ANALYSIS:

STRENGTH WEAKNESS

 Latest Technologies.  Startup Company.

 Creativity and  Limited number of
Innovation. technical resources
 Customer-centric design available.
and messaging on  Team with less
website. experience.
 Director’s Experience in
IT sector.
 Can do project which
has low budget.

SWOT

OPPORTUNITIES THREATS

 New technologies to  Indirect competitors

improve user experience. entering the industry to
 For UX, new ways to present direct competition.
encourage repeat visits and  Competitors imitating
Speed in loading. features or ideas.
 Focus on innovative  Competitor’s exclusive
marketing strategy with social media engagement.
proper planning.  Changing customer needs.
 Companies having a good
client base.

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CHAPTER 4: ABOUT THE PROJECT

Step1: Initially, I studied the company profile to get an idea about the
company’s background, their area of service & various products, study the role
of social media marketing and different criteria of digital marketing services
and to know how to pitch a client while meeting basically how to talk, what to
talk, how to make client to engage in your conversation.

After that, I was assigned to an undergoing company’s project. The Company’s

project is about the “Social media marketing and business development for IT
services in MAGENTO E-COMMERCE”. My role was to help with social
media marketing and business development for Magento E commerce, which is
an open source platform for developing E commerce websites. My work is to
filtering down the list to identify the potential clients of Magento E commerce,
contacting them via phone/email and describing the product in brief and asking
for a meeting.

MAGENTO E-Commerce is an outstanding Open Source E-Commerce

platform that has lots of E-Commerce features for developing websites.
MAGENTO is a most preferred platform for companies who are developing
websites because Magento restrains powerful merchandising, marketing as well
as Content Management Tools that give company the power to
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create ecommerce site that are made according to clients business needs and
also Magento-based websites have placed themselves among the top rated
websites of the world.

Magento founded in 2008, it provides a store owner a platform to operate in a

systematic way with various options for payment and shipping. The Magento
platform offers all the web page building tools together with the most required
after state of the art E-Commerce platform of its type. Magento e-commerce
enhanced Search engine optimization (SEO) and Marketing because it needs the
right SEO and marketing tools in making an e-commerce store successful and
profitable.

Magento uses E-commerce platform which offers companies the ultimate E-

commerce solutions and extensive support network. Magento allows user to
update E-commerce website automatically. It is simple, quick and versatile to
use. Magento easily integrates with many of the third-party sites which are
needed to run effective E-commerce website.

Features of MAGENTO E-Commerce:

 Magento provides different payment methods such as credit cards,

PayPal, cheques, money order, Google checkouts, etc.
 Magento enables shipping of products in one order to multiple addresses
and helps to manage the orders easily by using the admin panel.
 Magento provides order of product status and history of product. It also
supports e-mail and RSS feeds.
 Magento supports multiple languages, different currencies and tax rates.
 Magento filters the products and displays in grid or list format. It makes
it easy to browse the products. It has features such as image zoom-in and
checking of stock availability.
 Magento has built-in SEO (Search Engine Optimization).

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Benefits of MAGENTO E-Commerce:

 Magento is user friendly E-commerce software.

 Magento is compatible with smartphones, tablets and other mobile

devices.

 Magento provides multiple payment options, so every visitor can make

payment based on their preferred payment gateway.

 Magento has many extensions which support the development of an

online store.

Step 2: After this company allotted me the task of Social media marketing.

Social Media marketing for IT Services is one of the most important verticals
of companies marketing strategy and also helps companies to connect with
customers, increase awareness about companies services, products and boost
their leads/sales/reach, etc. through platforms like Facebook, Twitter, YouTube,
LinkedIn, Instagram and many more. Social media serves as a relatively
inexpensive platforms for startups to implement marketing campaigns. This
marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. Through
this marketing strategy companies can easily reach their target audience for
promoting companies services and products. It helps in generating traffic on

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companies' website, increase the ranking of websites in search engines and also
we can post organic contents of company's services on Facebook and LinkedIn,
so people can easily engage because of our creative content.

Current market shows how the Social media marketing landscape has changed
due to the worldwide COVID-19 pandemic. This pandemic has led many
brands to cut their marketing budgets, resulting in less competition for social
media advertising inventory and lower costs. Due to this pandemic, engagement
with social media advertising has also declined somewhat, possibly because
audiences are turning to more organic content than paid.

Different types of Social media platform to serve Ads:

 Social networking (Facebook, LinkedIn)

 Microblogging(Twitter)

 Photo sharing (Instagram, Snapchat, Pinterest)

 Video sharing (YouTube, Facebook Live)

Company allotted me to study on Facebook and LinkedIn advertisement and

after this my work is to run ads on Facebook and LinkedIn for reaching out the
target audience and generating leads.

Process of running ads on Facebook:

 Set goals for advertisement: Before creating any adverts, it’s important
for company to first think about why you are advertising and what you
are aiming to achieve like:
 Increase traffic to my website.

 Generate new leads

 Boost engagement for our Facebook Page

 Set Facebook’s Ads Manager: Facebook’s Ads Manager makes it easy

to handle your social media advertising campaigns, with user-friendly
features to help you set up your ad campaign and with a few clicks, you

24
can run ads across Facebook, Instagram, Audience Network, and
Messenger on mobile and desktop.

 Choose the objective: When you click to create a Facebook Ad, you’ll
go to a page where you choose the objective for your campaign. There
are 15 options here for what you might want to achieve:

 Define your target audience & budget : Facebook offers a plethora of

targeting and retargeting options so you can show your ads to a narrowly
defined audience – demographic, location, behaviors, lookalike audiences
and more are available. A major benefit of Facebook advertising is its
ability to reach your exact audience.

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Once you’ve selected your target audience, you next step is to choose how
much you’d like to spend on your ad. You can also set your budget to Daily or
Lifetime.

 Create and run your advertisement: The first task is to select the
format you’d like to use for your advert. Once the format is selected,
you need to add the content to your advert. This part is incredibly
important to making your advert stand out in within Facebook’s or
Instagram’s feeds. If your ad is going to be a success, you want your
image and copy to be enticing enough to make people want to click. To
submit your ad click the ‘Place Order’ button.

26
Process of running ads on LinkedIn:

 Choose Managed Campaigns: LinkedIn’s advertising platform makes it

quick and easy to get started on a self-service campaign with Text Ads
and Sponsored Content. Use the Campaign Manager to configure ads, run
campaigns, and monitor progress.

 Campaign Manager: Campaign Manager is the hub of your LinkedIn

advertising activity. There you will find detailed results of your ads’
performance, including the demographics of members who clicked on
your ads, engagement with Sponsored Content, and more.

27
 Choose your Ad format: Choose whether to create Sponsored Content,
Text Ads, or both. Sponsored content appears natively in LinkedIn
member feeds, whether they’re on desktop, laptop, or mobile device. A
good way to get started with Sponsored Content is to promote your top-
performing updates on your Company Page. Text Ads are simple but
effective ads that display on the side, top, or bottom of the LinkedIn
member’s feed. Keep your copy short and compelling and use a dynamic
visual for the best results.

 Create your Ads: For Sponsored Content, you can choose an update to
your Company or Showcase Page to promote, or create new Sponsored
Content. For Text Ads, you can specify a link that clicking the ad will
open, then add an image, headline and brief description.

 Target your Ads: Campaign Manager will show your estimated target
audience size. It’s best to choose an audience that is broad enough to
generate statistically significant results for the next round of optimization.
At the same time, don’t sacrifice relevancy for bigger numbers.

 Set your budget: You can choose to bid on cost-per-click (CPC) or cost-
per-impression (CPM). Use CPC when the click is directly related to a
conversion, like a webinar registration or lead capture. CPM is more
useful for raising brand awareness.

 Measure and optimize: The LinkedIn auction system rewards ads with
greater engagement. So it’s important to continually review your results,
stop low-performing ads, and promote high-performing ones.

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Social media marketing tools:

 Google Analytics: Google Analytics is one of those tools that you cannot
ignore. This should be a part of your digital marketing campaign right
from the beginning. Collecting data and reviewing it is extremely
important. It should be an integral part of company’s marketing strategy
right from the beginning. It should be included in company’s digital
marketing strategy without a second thought. As a startup, company need
to focus on every visitor’s activity.

 Google Ad words: Google Analytics is undoubtedly the world’s most

recognized free web analytics service and is considered as the backbone
of any marketing campaign. What makes it unique is its tracking code
feature which gives incredible number of metrics to the users for
absolutely free.

 Canva: Canva is an easy drag-and-drop infographic creator for non-

designers to create info-graphics as well as other presentations, social
media posts, flyers, logos, brochures, letterheads, posters, visuals and
graphics. It’s an ideal tool for users’ Social Media, Content Marketing,
Blogging and Advertising needs.

 Keyword Planner: Keyword Planner is a perfect combination of the

Google AdWords Estimator Tool and Keyword Tool. It is the most ideal
tool to be used for SEO purposes and searching relevant ideas pertaining
to particular keywords.

 Hubspot: When it comes to CRM software, sales, and marketing; all you
need is HubSpot. You can schedule and publish your content in advance
and compare in-depth reports on your posts’ engagement to understand
the performance of various platforms, types of content, and posting times.

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Top Social media platforms for Business:

 Facebook: Facebook is the most popular social network in the world

with more than two billion users. Whether your business goal is brand
awareness, website traffic, lead generation, or online conversions,
Facebook should make a notable difference in reaching your goals when
used properly.

 Twitter: Twitter gives its users a steady stream of information and new
content from all over the Internet. It has millions of engaged users every
month, and practically every brand in the world has an account to update
its customers.

 Instagram: Instagram is one of the youngest social networks out there,

with a majority of users under 25. That makes it the perfect social
network for brands or companies that target young, hip demographics. So
Instagram has all of the same paid benefits of Facebook, but Instagram
also has its own set of organic benefits. When we use the term “organic,”
we mean functions you can perform or results you can achieve without
directly paying for them in advertising dollars.

 Pinterest: Pinterest is a place to share different visual content so that

other people can see it. That can include everything from a scarf to an
infographic, which means practically any company can find at least part
of their niche on this social network. It’s one of the best social media
platforms to promote new visual content you create, especially if you
regularly maintain boards.

 LinkedIn: In terms of professionalism, no social network can beat

LinkedIn. It’s a thriving community of workers and business owners who
share and connect on a professional level, making it much more formal
than other social media platforms. 

30
 YouTube: YouTube is a video platform that allows users to watch videos
and/or upload them. Product reviews, instructional videos, and similar
kinds of content do exceptionally well on YouTube, especially when
you’re educating part of your target market. Plus, once you make a video,
it’ll start to show up in Google and YouTube search results, and you can
promote it on your other social accounts.

Benefite of Social Media Marketing for Start-up:

 Target Audience: The key to success for any business in the industry is
understanding their target audience. Social media helps you do just that.
With the help of tools like Facebook and LinkedIn, it is possible to
determine the age and gender of the social media audience, in addition to
a number of other insights. Through Facebook and LinkedIn company
can run an Ads for reaching out their target audience.

 Instant Feedback: Social media allows the customers to provide

feedback – positive or negative – giving the business valuable insight on
how customers perceive the business and its offerings. For instance,
many companies launch new products on social media to gauge how well
it is received by their audience.

 Increase in web traffic and search ranking: One of the most important
benefits of using social media for a business is the increase in web traffic.
It helps direct people to the business’s website. Moreover, the higher the
number of shares of a business’ posts on social media, the greater its
search ranking and online exposure.

 Increasing Brand Awareness: Companies have managed to increase

brand awareness with the help of social media with minimal or no
budget. Marketing departments across countries are hiring community
mangers now in an attempt to increase brand awareness and reach
through social media.

 Competitor Analysis: Social media help businesses gain valuable

information about their competitors, improving your market intelligence.
This information will allow companies to stay ahead of their competitors
by making strategic business decisions. For instance, through Hootsuite,
businesses can create search streams to monitor their competitors. Based
31
on the results they can offer a new product which their competitors are
missing, thus improving their business.

32
CONTENT MARKETING

Content marketing is a strategic marketing approach focused on creating and

distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience — and, ultimately, to drive profitable customer action.
Content marketing refers to the practice of delivering a quality piece of content
to your users to generate sales and leads. Content Marketing works because it
melds together exceptional content with other types of digital marketing like
SEO and Social Media Marketing.

The Company allotted me the task of writing articles for blogs on company’s
services for websites. I was assigned to write content and design images for the
company’s services for the post and after designing the content, everyday it was
posted on the companies Facebook and LinkedIn page for promoting
companies’ product & services. Sometimes, my task was to review all the
content in company’s online websites for any mistakes, if any – rewrite it and
send. It is very important while designing content to keep your audience in
mind as you create content. Remember who you’re talking to and what they’re
interested in. This will dictate the subject of your content. Consider the
language your audience uses when they search online for information. Instead
of pitching your products or services, you are providing truly relevant and
useful content to your prospects and customers to help them solve their issues.

Benefits of using Content Marketing:

 Increased Sales
 Low organic cost
 Build Brand Loyalty and Image

33
EMAIL MARKETING

An email marketing strategy is a set of procedures that a marketer identifies and

follows to achieve desired marketing goals with email advertising. This plan of
action gives the businesses a direct channel of communication
with prospects and customers for brand promotion. It’s a form of direct
marketing which sends information, offers, blogs etc. directly to your mailing
list’s inboxes.

My work is to design the emails on company’s services and products for clients
and send these emails to clients for promoting company services & product.
Email marketing allows you to update your email subscribers on a regular basis
about your company. This fosters a relationship unlike any of the other types of
digital marketing. Your email updates provide value to your consumer. As a
result, you build brand trust and brand loyalty.  Cultivate a strong foundation of
trust between your brand and the recipient first, and create a bond with your
customer than can grow over time.

Email marketing is a great way to develop your brand identity because it gives
you a direct line to the email inboxes of your potential customers. Once you
begin creating valuable content for the customer, you’ll have an edge over your
competitors. Email marketing allows you to segment your customers into
different lists based on their preferences to send highly personalized content.

34
Step3: After this company allotted me the task of “Business Development”.

It is a standard business development process followed by the company and ask

me to follow, it is basic process followed by every startup company in order to
approach a client initially.

Market
Analysis and
Market
Research

Database
Creation

Cold Calling

Fixing
Meeting

Proposal
Making

Project
Closure

35
 Market Analysis and Market Research: Market research is the design
and execution of studies, surveys, or experiments to discover what
consumers want, like, or hate about a product or how to improve a
product or manufacture it more cheaply or make it more durable and
Market analysis is the process of examining a particular sector, industry,
market or niche. Through it, historical and current facts are used to
forecast potential outcomes.

The first step of business development process is to know your target

audience well before approaching them. The main objective behind the
market analysis and research of target audience is to know their online
presence and how active they are on web. Market research also helps to
estimate the online marketing opportunities of different sectors over the
periods. The intense research is required while studying the online habits
of different sectors keeping competitors in mind.

The Proper market research make your task easier while talking to clients
as you know about them well in advance, which help you to answer their
question.

 Database Creation: The second step is database creation, once the

market is analyzed the database of sector is created for a company for
further follow up. To do market analysis and competitor analysis. After
this my work is to make effective marketing strategies for online
marketing of company’s products and services.

Database creation includes recording the detail of the clients like

company details, concerned person from marketing department and their
contact details.

During my internship I have created more than ten different sectors

database as company wants to target different sectors for exploring
themselves.

36
 Cold Calling: Cold calling is a technique in which a salesperson contacts
individuals who have not previously expressed interest in the offered
products or services. Cold calling typically refers to solicitation by phone
or telemarketing, but can also involve in-person visits, such as with door-
to-door salespeople.

The next step is cold calling. It includes contacting the concerned person,
explaining him/ her in brief about the organization and detail about the
product and services.

My company guide explained me how to talk, what to talk, the way we

should talk to concern person. The main objective of cold calling is to fix
the maximum meetings with a concern person and follow up with the
clients who gave positive response so that further points can be discussed
in detail with them.

 Fixing Meetings: This stage is critical for a startup, convincing the

clients and ask them to meet you is biggest challenge. Actual meeting
gave you the reality check where you are, when your client know
everything.

 Proposal Making: The next step is proposal making, once the meeting is
done with a concern person where the various aspects has been discussed
already and the client requirement can know accordingly the proposal is
made for them enlisting all requirement related to company’s product and
services. Proposal includes all the detailed explanation of how we will be
providing them each service.

 Project Closure: If all the stage works that means you are close to crack
the deal. Once the deal is cracked the further decision are taken like,
preparing the strategies for further follow up. Company make a proper
plan separately and get the approval from the client to execute the plan
and once it approved the plan actually come into an action.

37
FINDING & SUGGESTIONS

Findings:

 The main reason for social media marketing was to create a platform for
highlighting their brand and create brand awareness as it would be
difficult for the startups to advertise their product by other expensive and
paid mediums with limited resources.

 With the study of social media marketing I came to its emergence and
extreme growth in today’s scenario.

 The brand highlighting was done through various social media tools like
Facebook, twitter, Pinterest, LinkedIn by using various engagement
methods.

 The effectivity of social media as a marketing tool will only be

possible when organization having their presence on social media
provide the concrete and timely information needed by the consumers.

 There are competitors with a huge customer base and it’s difficult to
penetrate the market.

Suggestions & Recommendation:

 Social Media Marketing is a very effective way of nurturing relationships

and maintaining them with new and existing clients, which will bring in
more work.

 The company can use the power of social media to implement other
vertical services that could instantly bring value to the company in terms
of sales.

38
 To establish a healthy relationship with the client, we should come up
with different social media marketing strategy with proper planning and
proper market research.

 Proper follow-up of the clients should be done so as to get their point of

view or problem they are facing and change their mind to use our service
and to explain to them how our services can solve their problems.

Challenges:

 Difficulty in generating leads.

 Difficulty in monitoring a lot of different sites, trying to keep abreast of

the latest trends and news that might be important to share with a target
audience because social media is real time.

Learnings:

 The impact of technology on the traditional marketing mix and

understand the importance of social media marketing for corporate.

 How to use social media platforms for generating leads and growing
business and became familiar with the elements of a digital marketing
plan.

 Healthy competition forced to do a better job the trick is to learn from

your competitors quicker than they learn from you. Always look at your
competitor’s strength.

 This project helps me to understand and know how to reach company’s

target audience and how to deal with different kinds of customer or a
client and how to make an impressive online campaigns.

 This project helped me gain confidence for cold calling with clients and
companies and also helped in improving my communication skills.

39
CONCLUSION

This summer internship help me to understand how the corporate world works.
This program will help me in understanding how social media marketing is a
major part of business development in an organization. Social media marketing
enables to build relations with customers and prospects through regular, low-
cost personalized communication, reflecting the move away from mass
marketing. Marketing products through social media costs less than marketing
them through a physical retail outlet. A successful startup requires not only
great product but also requires effective marketing strategy in order to get early
adapters and make their efforts more effective. This project helps me to
understand and know how to reach company’s target audience and how to deal
with different kinds of customer or a client and how to make an impressive
online campaigns. Social media is the best platform to convert a product to a
brand. Because it is more cost effective and it provide lot of touch points to
marketer.

40
CHAPTER 5: SURVEY ON “UNDERSTAND HOW
SOCIAL MEDIA MARKETING IS HELPFUL FOR
STARTUPS”

Introduction:

For startups and young companies with limited marketing budgets, Social media
marketing is perhaps the only cost-effective method to get their message out
there and build a consumer base. Social media marketing is the marketing of
products or services using digital technologies, mainly on the internet but also
using mobile phones and other digital medium. Barriers to entry and scaling up
are miniscule compared to traditional media. In short – if it’s done right, you
can achieve a whole lot on a limited budget, which means it has levelled the
playing field between big and small companies. The challenge, however, is
knowing how to do it right.

FOR STARTUPS, Social media marketing is a more viable option than

traditional media because even with a small budget, businesses can test the
effectiveness of their marketing strategy, control costs, and reach out to targeted
prospects. It’s why every type of business (big and small, old and new) is
recognizing the importance of leveraging Social media marketing.

Digital marketing encompasses

all marketing

41
efforts that use an electronic device
or the internet. Businesses
leverage digital channels such as
search engines, social media,
email, and other websites to
connect with current and
prospective customers. Digital
Marketing is defined by the use
of numerous digital tactics and
channels to connect with
customers where they spend much of
their time online. There
are many types of Digital marketing.
Here we can see about
Search Engine Optimization
(SEO), Search Engine
Marketing (SEM), Social Media
Marketing (SMM), Content
Marketing, Email Marketing, Online
Advertising, Landing
42
Page Marketing, Smartphone
marketing, Affiliate
Marketing, Viral marketing.
Fig1. Share of
respondents
[Link] DIGITAL
MARKETING:
If a business is thriving, it’s growing.
Its revenue is increasing
by leaps and bounds. Company
employees are happy, and the
owner is excited. It feels good to
be in charge of a growing
business. The role of digital
marketing is absolutely essential
for business growth in today’s
day and age. Are you taking
advantage of the Internet and
advertising your business

43
through online strategies. The
world of digital marketing
might seem confusing, so let
us break it down for you.
According to HubSpot, digital
marketing refers to any
marketing effort that involves the
Internet or an electronic
device. If marketing exists online,
it’s classified as digital
marketing. Digital Marketing has
been rising in popularity
over the last several years. And
there’s a simple reason why:
the world is online.
Social media marketing encompasses all marketing efforts that use an internet.
The space itself, at least in India, is relatively young, so there are limited “role
models “to emulate. Add to that the different strategies that work (or don’t) for
B2B and B2C firms, rapidly evolving technologies and methodologies, and it is
only natural that there is no single path that startups can take to achieve
complete success with their digital marketing strategies . Social media marketing
is defined by the use of different digital tactics and channels to connect with
customers where they spend much of their time online. There are various types
of social media marketing like, Search engine optimization (SEO), Search

44
engine marketing (SEM), and content marketing effort that involves the
Internet. If marketing exists online, it’s classified as social media marketing.
Social media marketing has been rising in popularity over the last several years.

Social media let consumers

„friend‟ or „follow‟
favourite brands and
comment or post

Objective of the survey:

 To identify and analyze the appropriateness of social media in marketing

for startups and understand how social media marketing is helpful for
in the company’s growth. 

 To measure the effectiveness of social media tools for marketing and

understand which tool is the most effective and can be further leveraged.

 To study the impact of various online promotional activities on the brand

visibility.

Literature Review:

Marketing is a crucial activity for the survival and success of a business.

Businesses today have more marketing opportunities than ever (Bresciani &
Eppler). There are many effects that stem from internet usage. According to
Nielsen, internet users continue to spend more time with social media sites than
any other type of site.

Social media is the interaction among people in which they create, share or
exchange information and ideas in virtual communities and networks. Andreas
Kaplan and Michael Haenlein define social media as "a group of Internet based
applications that build on the ideological and technological foundations of Web
2.0, and that allow the creation and exchange of user-generated content.

45
Furthermore, social media depend on mobile and web-based technologies to
create highly interactive platforms through which individuals and communities
share, co-create, discuss, and modify user-generated content. They introduce
substantial and pervasive changes to communication between organizations,
communities, and individuals. Social media differ from traditional or industrial
media in many ways, including quality, reach, frequency, usability, immediacy,
and permanence. There are many effects that stem from internet usage.
According to Nielsen, internet users continue to spend more time with social
media sites than any other type of site.

Companies must be able to monitor and respond to conversation, both positive

and negative, surrounding the brand. There are ways however, that companies
can influence discussions in a way that is consistent with the organization’s
mission (Mangold & Faulds). Social media marketing enables companies to
achieve a better understanding of customer needs in order to build effective
relationships.
a way that is consistent with the organization‟s mission (Mangold &
Faulds, 2009).Social media marketing enables companies to achieve a better
understanding of customer needs in

Methodology:

This study uses start-up from various sectors to get a broader idea of marketing
communication usage of social media. The Quantitative data collection method
is being used so that the produced results are easy to summarize, compare, and
generalize. Data collection has been done using Primary and Secondary
methods. For primary data collection, Online research questionnaires were
prepared for the survey and for secondary research, various information has
been collected by referring books, journals, newspaper articles, research reports,
dissertations, research papers, websites, online journals and articles. Online
instruments designed solely for this study have been used to capture data from
the selected sample.

Analysis:

Ques 1:-

46
Interpretation:

 The above pie chart shows that the out of 62 respondents, 98.4%
respondents are thinking social media marketing is helpful for the growth
of startups.

 It shows that social media marketing is very helpful for promoting the
company’s product and services.

Ques 2:-

Interpretation:

47
 From the above pie chart, it shows that out of 62 respondents the best
social media platform for promoting the company’s services are LinkedIn
(32.3%) and Instagram (30.6%).

 It shows that, if your business follows a B2B model, or targets consumers

based on job titles, then LinkedIn can be a powerful tool for you because
LinkedIn is considered to be a social media platform for business, people
often include more accurate information about their employers, job
positions, work email addresses and more than they do on other social
media platforms that are utilized for more personal use.

 Instagram comes very close behind LinkedIn, Instagram also has its own
set of organic benefits. On Instagram, you can grow your followers
organically and therefore grow the reach of your profile and posts
organically as well.

 Above charts shows that less number of respondents prefer Facebook

(19.4%) and YouTube (16.1%) for promoting the company’s services.

Ques 3:-

48
Interpretation:

 From the above graph, it shows that more than half of the respondents
marked that the biggest change the industry has seen due to Social media
marketing is “More challenging environment” and 46% respondents said
that the industry has seen more competitors due to social media
marketing.

Ques 4:-

49
Interpretation:

 From the above graph, it shows that more than 60% respondents marked
that the most important part of digial marketing strategy in 2020 is
“Social media” and “Online advertising”.

 This survey result shows that, it is important for companies to focus on

social media marketing strategy and run an advertisement through social
media platforms for growing business.

Ques 5:-

Interpretation:

 The above pie chart shows that out of 62 respondents, 40% are marked
that the best paid advertising for startups is “Social media” and 24%
respondent marked that the “ Search engine optimization”.

 This survey result illustrate that Social media platforms are the best way
to run an advertisement for your company.

 Because Social media platforms like Facebook, Twitter, and Instagram

let you select your audience based on standard demographic information
like age, gender, and location, as well as advanced options like interests
and behaviors. This allows you to reach the users that are most likely to
be part of your target audience, and maximize your results with each
campaign.

50
Ques 6:-

Interpretation:

 From the above graph, it shows that 75% respondent marked that most
effective Digital marketing for starategy for 2020 is “Creative content”
and more than 55% respondent marked that “Strong Social Media
Platform”.

 This survey result illustrate that Creating compelling content and posting
it on social networks are the most effective tactics marketers use. Content
marketing on its own has become an incredibly effective and popular
tactic. Creating content for social media marketing purposes is a time and
resource-intensive tactic worth executing despite the degree of difficulty
required.

51
Ques 7:-

Interpretation:

 From the above pie chart, more than half of the respondent said that
business should update their website content “WEEKLY”.

 More frequent Monthly updates accounted for 37.1% of the respondents.

 It’s clear that the goal for many marketing people is to “get something up
each week.” Which, is not a bad strategy for at least getting website
content updated on a regular basis. 

Ques 8:-

52
Interpretation:

 From the above graph, it shows that more than 65% respondent marked
that Social media is the most effective method for Startup.

 Website content (53.2%) and search engine optimization (41.9%) are also
playing an important role in the social media marketing strategy of most
organizations.

 This survey result illustrate the importance of social media for company’s
growth and providing valuable website content to your visitors.

Ques 9:-

Interpretation:

 From the above graph, it shows that more than 70% respondents want to
achieve with Social media marketing is to increase awareness of their
brand on social media, more than 30 % respondents want to increase
sales and generate leads through social media marketing.

 It shows that, achieving these outcomes are the most important objectives
of a social media marketing strategy.

53
Ques 10:-

Interpretation:

 A MAJORITY of the respondents to the survey marked that one of their

largest challenges was “Finding right marketing channels” and approx.
60% respondents marked that for a startup, creating a Social media
strategy is the biggest challenge in social media marketing means as it’s
hard to create a strong digital marketing strategy without a knowledge
base of how to measure and execute the plan.

54
Findings:

 Majority of the respondents found social media marketing very important

for their business and we’re certain about its bright future potentials,
when asked for their opinions about social media.

 The main reason for social media marketing was to create a platform for
highlighting their brand and create brand awareness as it would be
difficult for the small business to advertise their product by other
expensive and paid mediums with limited resources.

 It was found that the best paid advertising for startups is Social media
because it is cost effective as compare to other paid advertising.

 Majority of the respondents were saying that for 2020, the best effective
strategy for startups is to create creative content and choose strong social
media platform for promoting company’s services and running
advertisement for reaching out the target audience and generating leads.

Conclusion:

A successful startup requires not only great product but also requires effective
marketing strategy in order to get early adapters and make their efforts more
effective. Using social media effectively startups can spread words with limited
budget and targeted audience. Effectively use of social media marketing
strategy help startups to create company brand, generating interest, awareness
and continuing customer engagement.

The main purpose of this Survey is to help startups with their marketing
strategies. From the study we can conclude that it is essential for start-ups to
understand social media tools and the strategies behind using social media for
growing their business. Social media enables companies to show what they
offer and to see what consumer’s value. Companies need to find out which
ways of connecting are most effective for their business, what information
they are looking to share, and how to keep customers engaged.

Social media marketing is important because it aligns with the way consumers
make purchasing decisions. Study indicates that increasing numbers of
consumers are using internet services and research to carry out preliminary
product and price research before making final decisions. It has been shown
55
that LinkedIn is a more effective type of social media for start-up
companies comparatively as it accomplishes to fulfil to capture reach,
awareness, visibility and relationship.

Social media marketing enables to build relations with customers and prospects
through regular, low-cost personalized communication, reflecting the move
away from mass marketing. Marketing products through social media costs less
than marketing them through a physical retail outlet.

Most entrepreneurs use social media marketing to build communities around

there businesses. These communities are then used as owned media to spark
conversations, spread awareness, increase following, reward fans and on the
whole have a better relationship with their online audience. These active and
loyal communities fit right into company’s online/offline marketing and
communication campaigns.

Social Media has become an important part of our lives. All businesses big or
small, one man or large scale organizations are using the power of Facebook,
LinkedIn etc. to engage with their customers, its impact is unprecedented.

This framework can help startup to build their early social media marketing
strategy and with time and based on output of multiple cycles it is suggested
that startups should customize their strategy based on their experience,
feedback, circumstances and domain.

56
ANNEXURE

Name……………………………………………………………………….

Age……………………………

Occupation………………………………………………………………….

Current Status:

o Single
o Married
o Married and Retired
Q: - Do you think Social Media Marketing can help in the growth of a Startup?

o Yes
o Maybe
o No
Q: - Which Social Media Platform is best for promoting the company's
services?

o Facebook
o Instagram
o LinkedIn
o YouTube
o Twitter
Q: - What changes the industry has seen due to Social Media Marketing?

 Industry Growth
 More Competitors
 More Challenging environments
 Chances of global expansion

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Q: - Which of these is the most important part for Digital Marketing Strategy in
2020?

 SEO/SEM
 Social Media
 Online Advertising
 Content Marketing
 Email Marketing
 Affiliate Marketing
 Blogger Outreach
Q: - Which Paid Advertising is best for Startup?

o Google Adwords
o Search Engine Optimization (SEO)
o Pay Per Click (PPC)
o Social Media
Q: - How startups make their digital marketing strategy more effective in 2020?

 Increased Budget
 Increased Employee Resources
 Creative content
 Email Marketing
 Strong Social Media Platform
 Search engine optimization
Q: - How often should a business update their website content?

o Weekly
o Monthly
o Quarterly
o Half-Yearly

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o Yearly
Q: - Which digital methods are most effective for a startup?

 Website Content
 Social Media
 Email Marketing
 Search Engine Optimization (SEO)
 Paid Advertising
Q: - If you want to promote your business digitally then what do you want to
achieve with Social Media Marketing?

 Increase Sales
 Brand Awareness
 Customer Acquisition/Lead Generation
 Traffic/Visitors
Q: - Biggest challenges in social media marketing for startup?

 Creating a Social Media Strategy

 Improving a Decline in Organic Reach
 Finding Right Marketing Channels
 Securing Enough Budget
 Lack of Resources

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REFERENCE

[Link]

[Link]

[Link]

[Link]
Ups_-_An_Effective_Marketing_Tool

[Link]

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