Faculty of Management & Commerce Bachelor of
Business Administration (BBA)
SUMMER TRAINING PROJECT REPORT
On
VEDYAM TECHNOLOGY
Name of Student: Shivam kumar
Roll Number :2022\BB\XX\11628
BBA (General) - III year
Faculty Name: Dr. Bhawana Sharma HOD Name: Dr. Monika khatri
Faculty In charge: Dr. Bhawana Sharma HOD, BBA Department
Poornima University Address
Plot No. IS-2027-2031, Ramchandrapura P.O. Vidhani Vatika Road Sitapura,
Rajasthan 303905
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A
SUMMER TRAINING PROJECT REPORT
On
Study on “ VEDYAM TECHNOLOGY”.
COMPREHENSIVE REPORT ON “ What common people
think about digital marketing”
In partial fulfillment of the requirements for the degree of
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
(2024-2025)
POORNIMA UNIVERSITY
SUBMITTED TO: SUBMITTED BY:
Dr. BHAWANA SHARMA SHIVAM KUMAR
Poornima UniversityAddress
Plot No. IS-2027-2031, Ramchandrapura P.O. Vidhani Vatika Road Sitapura, Rajasthan
303905
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DECLARATION
I, Shivam kumar, a student of BBA at Poornima University hereby declare
that the report titled “Influence on Purchase Decision” submitted for the End
Semester Examination in partial fulfilment of the requirements for the course
Project Studies (BBXCBX5204) is my original work. I have not copied or used
any material from other sources without proper acknowledgment, and the
content of this report is based on my understanding, research, and analysis.
I also declare that this report has not been submitted previously to any other
university or institution for any other academic purpose.
I understand that any form of plagiarism or misrepresentation of information
will result in the rejection of this report and other disciplinary actions by the
university.
Name: Shivam kumar
Reg No: 2022PUFMCBBXX11628
BBA (General) 2022-25
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ACKNOWLEDGEMENT
I would like to extend my deepest gratitude to Vedyam Technology for
providing me with an enriching and invaluable summer internship experience.
The opportunity to work with such a dynamic and innovative company has been
incredibly rewarding and has significantly contributed to my personal and
professional growth.
A special thank you goes to Mr. Abhishek, my mentor throughout the internship.
Your guidance, support, and expertise have been instrumental in my learning
journey. Your willingness to share your knowledge and provide constructive
feedback has not only enhanced my technical skills but also inspired me to strive
for excellence in all my endeavors. I am truly grateful for the time and effort you
invested in mentoring me.
Additionally, I would like to express my sincere appreciation to Dr. Bhawana
Sharma for providing me with this exceptional internship opportunity. Your
trust and confidence in my abilities have allowed me to gain hands-on
experience and insights into the industry that are invaluable. Your support has
been a cornerstone of my internship experience, and I am deeply thankful for the
chance to learn and grow under your guidance.
In conclusion, my heartfelt thanks to Vadyam Technology, Mr. Abhishek, and
Dr. Bhawana Sharma for making this internship a remarkable and memorable
experience. I look forward to applying the knowledge and skills I have acquired
in my future endeavors and hope to contribute positively to the industry, much
like Vadyam Technology does.
Thank you for your support and guidance and encouragement
Name- Shivam kumar
Reg No. 2022PUFMCBBXX11628
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Internship Certificate
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Table Of Content
S. no. Page no.
1 Introduction to Digital Marketing Industry 9-10
2 Introduction to Vedyam Technology 11-13
3 Location Of Vedyam Technology 11-13
4 Mission and Vision 13-14
5 Competitor Analysis 14-16
6 Influence on Purchase Decision 17-18
7 SWOT analysis 19-20
8 Research Methodology
● Research Design
● Sample Population 20-21
● Data Collection Tool
● Data Analysis
9 Analysis & Interpretation 20-25
10 Conclusion 26
11 Questionnaire 26-28
12 Bibliography / Webliography 29-30
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PREFACE
In today’s rapidly evolving digital landscape, the role of Search Engine
Optimization (SEO) is more crucial than ever. As businesses strive to establish a
robust online presence, SEO stands at the forefront, ensuring that their websites
are not only visible but also competitive in search engine rankings. For a digital
marketing company, SEO is the backbone that supports various marketing
strategies, driving organic traffic and enhancing the overall effectiveness of
digital campaigns.
This two-month summer internship program is designed to provide aspiring
SEO professionals with a comprehensive understanding of the intricacies of SEO
within a dynamic digital marketing environment. Throughout the program,
interns will gain hands-on experience with real-world projects, learn the latest
SEO tools and techniques, and develop the skills necessary to analyze and
optimize websites for better search engine performance.
By immersing interns in practical SEO tasks, including keyword research, on-
page and off-page optimization, link building, and performance analysis, this
internship aims to bridge the gap between theoretical knowledge and practical
application. Interns will work closely with seasoned SEO experts, gaining
valuable insights and mentorship to help them navigate the complexities of digital
marketing.
This program is not just about learning; it is about applying knowledge to make
a tangible impact. Interns will have the opportunity to contribute to live projects,
see the results of their efforts in real time, and understand the direct correlation
between SEO activities and business outcomes. By the end of the internship,
participants will have a robust portfolio of work, a deeper understanding of SEO
strategies, and a solid foundation to build a successful career in digital marketing.
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INTRODUCTION
Digital Marketing Industry
The digital marketing industry has grown into a critical pillar of the contemporary
business world, reshaping how companies communicate with their audiences and
promote their offerings. This transformation arises from the shift in consumer
behavior, with people increasingly turning to digital channels for information,
entertainment, and shopping. Unlike traditional marketing, which often casts a wide
net with limited tracking capabilities, digital marketing leverages various online
platforms and advanced technologies to create a more precise, engaging, and data-
driven experience.
At its foundation, digital marketing encompasses an array of online strategies aimed at
reaching consumers where they spend the most time—online. Key areas of digital
marketing include search engine optimization (SEO), which enhances a brand's
visibility on search engines like Google; social media marketing, which engages users
on popular platforms like Facebook, Instagram, and Twitter; content marketing, which
builds trust and credibility through valuable information; email marketing, which
maintains ongoing customer relationships; and pay-per-click advertising (PPC), which
drives targeted traffic through paid ads. Each of these methods is crafted to connect
with consumers at different stages of the buying journey, ultimately driving awareness,
engagement, and conversion.
As the internet and mobile devices have become an integral part of daily life, digital
marketing has evolved to meet people where they are. This shift has opened doors for
businesses of all sizes to leverage marketing opportunities that were previously only
accessible to large corporations. Through digital channels, small businesses and
startups can now compete with established brands by reaching a global audience at a
fraction of the cost. This democratization of marketing has made digital strategies
essential, enabling companies to showcase their products and services to the right
audiences at the right times.
One of the most striking aspects of digital marketing is its dynamic nature. The
industry is constantly evolving, with new trends and technologies regularly emerging.
Innovations like artificial intelligence (AI), big data, and marketing automation are
reshaping how marketers understand and interact with their target audiences. For
example, AI allows marketers to analyze large volumes of data quickly, identifying
patterns and preferences that would be impossible to discern manually. This enables
businesses to offer personalized experiences, tailoring content, and advertisements to
the unique preferences of each customer. Similarly, big data helps marketers gain
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valuable insights into consumer behavior, making it easier to predict trends, identify
potential opportunities, and refine strategies for optimal impact. Marketing automation
streamlines repetitive tasks, freeing up resources and allowing teams to focus on high-
level strategy and creative execution.
Social media and mobile device usage have also amplified the reach and impact of
digital marketing. Today, billions of people worldwide use smartphones, and social
media platforms have become essential avenues for brand engagement and customer
interaction. Brands can connect with audiences through a range of formats, from
visually rich images and videos to interactive content like polls and quizzes. The
interactive nature of digital marketing enables companies to receive immediate
feedback, foster real-time engagement, and build stronger relationships with their
customers.
One of the biggest advantages of digital marketing is its measurability. Advanced
analytics tools, such as Google Analytics, allow marketers to track and measure the
success of their campaigns with precision. These tools provide real-time insights into
how customers are responding to content, allowing marketers to adjust their strategies
on the fly. For instance, if a particular social media post or ad campaign isn’t
performing as expected, adjustments can be made immediately to improve
engagement. This level of control and adaptability is unparalleled in traditional
marketing and helps businesses maximize their return on investment (ROI) by
focusing their resources on what works.
For professionals in the field, digital marketing offers diverse career opportunities. The
industry’s constant evolution means that new roles are emerging regularly, from social
media specialists and content creators to data analysts and SEO experts. Digital
marketing careers often appeal to those with creative skills, analytical minds, and a
passion for staying up-to-date with the latest trends. The demand for digital marketing
expertise is growing rapidly, as businesses recognize the importance of maintaining a
strong online presence and competitive edge in a digital-first world.
For companies, investing in digital marketing has become essential to remain relevant
in today’s marketplace. Consumers are increasingly relying on online research to make
purchasing decisions, and brands that fail to establish a robust digital presence risk
being overlooked. Digital marketing strategies are thus not only effective in reaching
modern consumers but also offer a means of adapting to the ever-changing digital
landscape.
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VEDYAM TECHNOLOGY
Company Profile:
Location: 119, Mahal Yojana, Shree Ram Vihar, Jagatpura, Jaipur, Shri
Kishanpura, Rajasthan 302017
About:
We have a committed team of professionals with experience in variety of tools and
platforms. Our developers keep themselves updated with the latest technology
trends. Our skilled people share a common vision of growth. We do what we believe
in, and we believe in what we do.
Website - www.vedyamtechnology.com
Mission:
To co create value for businesses by consistently providing quality services in the
field of Digital Marketing
Objective
1. Highly customized industry specific solutions to suit individual client’s
requirements.
2. Rich experience through collaborative efforts with over 200 clients
worldwide, over the last 12 years.
3. Proven track record of delivering even the most advanced Internet
applications on time.
4. Ennovative solutions through intensive R&D; backed by 24/7 Support,
Service and Management.
5. Numerous awards and laurels won for the tremendous visual appeal and
technical expertise of our work speak for our commitment to quality.
6. A dynamic and professional team of well qualified and experienced personnel
dedicated to the sole motto of client satisfaction.
Service offered by Vadyam technology
1. Search Engine Optimization (SEO)
2. Pay-Per-Click Advertising (PPC)
3. Social Media Marketing
4. Content Marketing
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5. Web Design and Development
6. Email Marketing
7. Analytics and Reporting
Revenue : 50 lakh
Competitors in the Market
1. Interactive Avenues:
- Strengths: The largest digital marketing agency in India, known for its extensive
media buying capabilities.
- Services: Focuses on digital media buying, SEO, creative services, and analytics-
driven strategies.
- Market Positioning: Recognized as a leader in media planning and digital
advertising.
- Client Base: Collaborates with major Indian and international brands across various
sectors.
2. Gozoop:
- Strengths: Utilizes a data-driven approach to digital marketing with a strong focus
on performance.
- Services: Provides social media management, digital advertising, influencer
marketing, and creative content production.
- Market Positioning: Recognized for using data analytics to develop effective digital
strategies.
- Client Base: Works with clients both in India and internationally across various
industries, including FMCG, healthcare, and technology.
3. Webchutney:
- Strengths: Renowned for its creative excellence and innovative digital campaigns.
- Services: Provides a comprehensive range of digital marketing services, including
digital strategy, creative content, social media marketing, and website development.
- Market Positioning: Positioned as a leader in creativity and digital innovation.
- Client Base: Partners with major brands across diverse industries in India.
4. WatConsult:
- Strengths: Specializes in integrated digital marketing solutions with a strong emphasis on social media.
- Services: Offers digital media planning, social media marketing, online reputation management, and
influencer marketing.
- Market Positioning: A member of the Dentsu Aegis Network, recognized for its extensive digital services.
- Client Base: Works with both local and international brands aiming to strengthen their digital presence in
India.
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5. iProspect India:
- Strengths: Expertise in performance marketing with a strong emphasis on SEO and
paid search.
- Services: Offers SEO, paid search, social media marketing, and digital analytics.
- Market Positioning: A part of the Dentsu Group, recognized for its global network
and digital performance solutions.
- Client Base: Collaborates with large enterprises and multinational corporations
looking for comprehensive digital marketing solutions.
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what common people
think about digital
marketing
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What common people think about digital
marketing
Digital marketing has become a ubiquitous part of modern life, shaping how
businesses, brands, and individuals connect with their audiences. People's views on
digital marketing range from highly positive to cautiously critical, and these views
largely reflect both the benefits and the drawbacks inherent in this form of
advertising.
For many, digital marketing is seen as a powerful tool for business growth. Unlike
traditional advertising channels, such as television or print, digital marketing allows
businesses to reach a global audience quickly and cost-effectively. Small businesses
and startups benefit particularly from this, as they can engage potential customers
without significant financial investment. This democratization of advertising access
is a unique strength of digital marketing, leveling the playing field so that even
smaller brands can stand out. Many people appreciate the personalization it offers,
finding value in relevant ads and curated suggestions. As such, digital marketing is
often seen as an essential driver of brand awareness, customer loyalty, and revenue
growth.
However, not everyone sees digital marketing in an entirely positive light. One
commonly cited drawback is privacy concerns, with people increasingly aware that
digital marketing often involves tracking personal information. Many digital
platforms collect user data—browsing history, location, and even personal
preferences—to deliver targeted ads. While some appreciate the relevance of these
personalized ads, others find it intrusive. The sense of being constantly "watched" or
having one's data used for profit has sparked a growing sense of unease, making
data privacy a hot topic in the conversation around digital marketing. This concern
has become more pronounced with regulations like the GDPR in Europe, which
aims to give users more control over their personal data.
Additionally, there’s a perception among some people that digital marketing can be
overly aggressive or spammy. From endless email marketing campaigns to
repetitive social media ads, users sometimes feel overwhelmed by the volume of
digital marketing they encounter. This ad saturation can lead to "ad fatigue," where
people become immune or indifferent to online advertising. When users are
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bombarded with ads, especially ones that feel impersonal or pushy, it can diminish
their overall trust in digital marketing and even in the brands being advertised.
Some people are also skeptical about the perceived quality and authenticity of
digital marketing content. The rise of influencer marketing, for instance, has blurred
the line between authentic content and paid promotion. In some cases, followers
may question the sincerity of influencers endorsing products for a paycheck. This
skepticism extends to other forms of digital marketing as well, where clickbait
headlines or sensationalized ads may be used to drive engagement but ultimately
leave users feeling misled.
Despite these challenges, one of the aspects people appreciate about digital
marketing is its measurability and transparency. Digital marketing analytics tools
provide detailed insights, allowing marketers to track clicks, engagement, and
conversions, which isn’t as easily achievable in traditional advertising. For
consumers, this transparency can also mean seeing fewer irrelevant ads over time, as
brands better understand what resonates with their audience.
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SWOT Analysis
Strengths
1. Global Reach: Digital marketing enables brands to reach a global audience,
allowing businesses of any size to expand beyond geographical boundaries. This broad
reach is especially beneficial for small and medium-sized enterprises.
2. Cost-Effectiveness: Compared to traditional marketing channels, digital marketing
offers more affordable advertising options, from social media ads to pay-per-click (PPC)
campaigns, making it accessible to businesses with limited budgets.
3. Targeted Advertising: Advanced data analytics and user tracking allow highly
specific targeting based on demographics, interests, and online behaviors. This targeting
increases the efficiency and relevance of marketing campaigns.
4. Measurable and Transparent: Digital marketing tools offer detailed insights and
analytics, allowing marketers to track key performance indicators (KPIs) like clicks,
conversions, and engagement. This transparency makes it easier to adjust strategies in
real-time to improve ROI.
5. Customer Engagement: Through social media, email, and content marketing,
digital marketing facilitates two-way communication between brands and consumers,
fostering stronger relationships and customer loyalty.
Weaknesses
1. Privacy Concerns: With the collection of personal data for targeted ads, digital
marketing often faces criticism and backlash from consumers concerned about privacy
and data misuse. This concern has led to stricter regulations (like GDPR) and a potential
lack of trust from users.
2. High Competition: The digital space is saturated, and standing out can be
challenging. With so many brands competing for attention, it requires creativity and
significant effort to gain visibility and engagement.
3. Ad Fatigue: Users are exposed to large volumes of ads across platforms, leading to
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ad fatigue where people become indifferent or even annoyed by online advertisements.
This can reduce the effectiveness of campaigns and lead to negative brand associations.
4. Dependence on Technology: Digital marketing requires an understanding of
rapidly changing technology and algorithms, especially on platforms like Google and
social media. This constant evolution can make it difficult for businesses to keep up
without specialized expertise.
Opportunities
1. Growing Digital Audiences: With the increase in internet users worldwide and
rising smartphone adoption, more people are shopping, socializing, and engaging online.
This trend creates ample opportunities for digital marketers to reach new audiences.
2. Innovative Formats and Technologies: Emerging technologies like artificial
intelligence, augmented reality, and virtual reality offer exciting new ways to engage
users, personalize experiences, and create memorable, interactive content.
3. E-commerce Expansion: As e-commerce continues to grow, especially after the
COVID-19 pandemic, digital marketing is becoming increasingly essential for product
discovery and customer engagement in online shopping environments.
4. Influencer and Affiliate Marketing: With the rise of influencers and affiliate
partnerships, brands have new, authentic ways to reach niche audiences through trusted
voices, expanding beyond traditional advertising.
Threats
1. Ad-Blocking Technology: Ad-blocking software is becoming more popular, limiting
the reach of display ads and affecting campaign effectiveness. This technology poses a
threat to digital marketing as it can decrease the visibility of online ads.
2. Algorithm Changes: Platforms like Google and social media networks frequently
update their algorithms, affecting the reach and effectiveness of digital marketing efforts.
These changes can disrupt carefully planned strategies and require constant adaptation.
3. Increased Regulatory Scrutiny: With rising concerns over data privacy, regulatory
bodies worldwide are implementing stricter laws. Compliance with these regulations can
increase costs and complicate digital marketing strategies.
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4. Cybersecurity Risks: The online nature of digital marketing makes it vulnerable to
cyber threats like data breaches, which can compromise user information and harm
brand reputation. These risks require digital marketers to prioritize data security.
In conclusion, digital marketing is a powerful tool for reaching audiences and driving
business growth, but it comes with challenges and risks. By leveraging its strengths and
opportunities while addressing weaknesses and mitigating threats, businesses can use
digital marketing effectively and responsibly.
Research Methodology:
Research Design: The research for this project was conducted using a
combination of qualitative and quantitative methods.
Sample Population: The survey is being shared with a group of consumers,
aiming to gather at least 71 responses to ensure diversity. Participants are from
different age groups, income levels, and geographic locations.
Data Collection Tool: Google Forms is being used to collect responses. It offers
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an easy-to-use interface for creating multiple-choice, Likert scale, and open-ended
questions.
Data Analysis: Responses are automatically organized in Google Sheets,
allowing for statistical analysis. The analysis focuses on identifying key trends
and patterns in how various factors influence consumer purchase decisions.
Analysis and Interpretation:
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Conclusion:
Digital marketing has revolutionized the way businesses connect with audiences,
offering unparalleled reach, cost-effectiveness, and targeted engagement. Its ability to
provide measurable results and foster direct communication with customers has made
it a cornerstone of modern business strategy. However, the field is not without its
challenges. Privacy concerns, ad fatigue, and the rapid pace of technological change
highlight the need for businesses to adapt continuously and prioritize responsible,
user-centric practices.
With the ongoing expansion of digital audiences and the rise of innovative marketing
technologies, digital marketing presents vast opportunities for growth. Yet, to
maximize these benefits, businesses must address challenges such as regulatory
compliance, competition, and cybersecurity. By balancing these elements, companies
can leverage digital marketing as a dynamic and essential tool, achieving sustainable
success and building long-term customer trust.
Questionnaire:
Age……………
Gender……….
How familiar are you with the term "Digital Marketing"?
a) Very familiar
b) Somewhat familiar
c) Not very familiar
d) Not familiar at all
How important do you think digital marketing is in modern business?
a) Extremely important
b) Somewhat important
c) Neutral
d) Not important
How would you rate your understanding of different digital marketing strategies (e.g., SEO,
social media marketing, email marketing, etc.)?
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a) Excellent
b) Good
c) Fair
d) Poor
How often do you come across digital marketing content online (ads, emails, social media,
etc.)?
a) Frequently (multiple times a day)
b) Occasionally (a few times a day)
c) Rarely (once or twice a week)
d) Never
How often do you interact with digital marketing content (e.g., by clicking on an ad or
subscribing to an email newsletter)?
a) Frequently
b) Occasionally
c) Rarely
d) Never
Have you ever made a purchase influenced by digital marketing (e.g., online ads, email
campaigns)?
a) Yes, many times
b) Yes, a few times
c) Once
d) Never
Which digital marketing platforms do you engage with the most?
a) Social Media (Instagram, Facebook, Twitter)
b) Search Engines (Google Ads, Bing Ads)
c) Email Marketing
d) E-commerce platforms (Amazon, eBay, etc.)
How do you feel about receiving promotional emails from brands or companies?
a) I enjoy them and often check them
b) I sometimes check them
c) I rarely check them
d) I don’t like them and usually delete them
How much do you trust digital marketing ads when deciding to purchase a product or
service?
a) I trust them completely
b) I trust them sometimes
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c) I am skeptical
d) I do not trust them at all
How do you feel about personalized ads (e.g., ads tailored based on your online behavior)?
a) I find them useful
b) I am neutral
c) I find them invasive
d) I don’t pay attention to them
How likely are you to recommend a product based on digital marketing ads you've seen?
a) Very likely
b) Somewhat likely
c) Not likely
d) I don’t recommend based on ads
How effective do you find influencer marketing (where influencers promote products
online)?
a) Very effective
b) Somewhat effective
c) Not effective
d) I don’t pay attention to influencer marketing
Do you think digital marketing will become more influential in the future?
a) Yes, definitely
b) Yes, somewhat
c) No, it will remain the same
d) No, it will decrease in influence
Would you be interested in learning more about digital marketing strategies?
a) Yes, very interested
b) Somewhat interested
c) Not very interested
d) Not interested at all
How would you prefer to receive digital marketing content in the future?
a) Through social media
b) Through email
c) Through search engines
d) Through video platforms (e.g., YouTube, TikTok)
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Bibliography:
1 . Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy,
Implementation and Practice (7th ed.). Pearson.
2. Ryan, D., & Jones, C. (2016). Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation (4th ed.). Kogan Page.
Webliography:
1. Website Name.
https://www.technovation.in/
2.HubSpot Blog
https://blog.hubspot.com/marketing
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Thank you
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