A

PROJECT REPORT
ON
“IMPACT AND OUTCOME OF DIGITAL MARKETING WITH THE
REFERENCE OF SONY COMPANY”

Submitted to Pandit Ravishankar Shukla University, Raipur

In Partial Fulfillment for

The Award of the Degree of
Bachelor of Business Administration
SESSION 2016-19

Under the guidance of: submitted by :

Mr.Anil sharma Utkarsh sharma
Assistant professor Enrolment-zz/36963

KD College of Science and Technology, Veer Savarkar Nagar, Near

Nandanvan, Raipur (C.G)- 492099
 CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the summer project titled ―IMPACT AND OUTCOME OF

DIGITAL MARKETING WITH THE REFERENCE OF SONY COMPANY‖ is an

academic work done by ―Utkarsh Sharma‖ submitted in the partial fulfillment of the

requirement for the award of the degree of Bachelor of Business Administration at

KDRCST, Raipur, under my guidance & direction.

To the best of my knowledge and belief the data & information presented by him in the

project has not been submitted earlier.

Signature :

Name of the Faculty: Anil sharma

Designation : Assistant professor

 STUDENT DECLARATION
(On plain paper)

This is to certify that I have completed the Summer Project titled”( IMPACT AND OUTCOME
OF DIGITAL MARKETING WITH THE REFERENCE OF SONY COMPANY)‖ under the
guidance of ―(Anil sharma)‖ in partial fulfillment of the requirement for the award of Degree of
Bachelor of Business Administration at KDRCST, Raipur. This is an original piece of work & I
have not submitted it earlier elsewhere.

Date: Signature:
Place: Name: Utkarsh sharma

University roll number:0001655528

TABLE OF CONTENT / INDEX

SR.NO Content PageNo.

1. INTRODUCTION

2. INTODUCTION OF THE COMPANY

3. OBJECTIVES OF THESTUDY

4. RESEARCHMETHODOLOGY

5. DATAANALYSISANDINTERPRETATION

6. FINDINGS

7. LIMITATIONS

8. RECOMMENDATION AND SUGGESTIONS

9. CONCLUSION

10. BIBLIOGRAPHY AND WEBLIOGRAPHY

 DIGITAL MARKETING

Introduction
Digital marketing is the marketing of products or services using digital technologies,
mainlyontheInternet,butalsoincludesmobilephones,displayadvertising,andanyother
digitalmedium.
Digitalmarketing'sdevelopmentsincethe1990sand2000shaschangedthewaybrands and
businesses use technology for marketing. As digital platforms are increasingly
incorporated into marketing plans and everyday life, and as people use digital devices
instead of visiting physical shops, digital marketing campaigns are becoming more
prevalentandefficient.

Use in the Digital Era

There are a number of ways brands can use digital marketing to benefit their marketing
efforts.Theuseofdigitalmarketinginthedigitaleranotonlyallowsforbrandstomarket their
products and services, but also allows for online customer support through 24/7
servicestomakecustomersfeelsupportedandvalued.Theuseofsocialmediainteraction
allowsbrandstoreceivebothpositiveandnegativefeedbackfromtheircustomersaswell
asdeterminingwhatmediaplatformsworkwellforthem.Assuch,digitalmarketinghas
become an increased advantage for brands and businesses. It is now common for
consumers to post feedback online through social media sources, blogs and websites of
their experience with a product or brand. It has become increasingly popular for
businessestouseandencouragetheseconversationsthroughtheirsocialmediachannels to
have direct contact with the customers and manage the feedback they receive
appropriately.

Brand awareness

Ease of access
A key objective is engaging digital marketing customers and allowing them to interact
with the brand through servicing and delivery of digital media. Information is easy to
access at a fast rate through the use of digital communications. Users with access to the
Internetcanusemanydigitalmediums,suchasFacebook,YouTube,Forums,andEmail etc.
Through Digital communications it creates a Multi-communication channel where
informationcanbequicklyexchangedaroundtheworldbyanyonewithoutanyregardto
whom they are. Social segregation plays no part through social mediums due to lack of
face to face communication and information being wide spread instead to a selective
audience. This interactive nature allows consumers create conversation in which the
targeted audience is able to ask questions about the brand and get familiar with it which
traditionalformsofMarketingmaynotoffer.
Competitive advantage

ByusingInternetplatforms,businessescancreatecompetitiveadvantagethroughvarious
means.Toreachthemaximumpotentialofdigitalmarketing,firmsusesocialmediaasits
maintooltocreateachannelofinformation.Throughthisabusinesscancreateasystemin
whichtheyareabletopinpointbehavioralpatternsofclientsandfeedbackontheirneeds.
Thismeansofcontenthasshowntohavealargerimpingementonthosewhohavealong-
standing relationship with the firm and with consumers who are relatively active social
media users. Relative to this, creating a social media page will further increase relation
quality between new consumers and existing consumers as well as consistent brand
reinforcement therefore improving brand awareness resulting in a possible risefor
consumers up the Brand Awareness Pyramid. Although there may be inconstancy with
productimages;maintainingasuccessfulsocialmediapresencerequiresabusinesstobe
consistent in interactions through creating a two way feed of information; firmsconsider
their content based on the feedback received through this channel, this is a result of the
environmentbeingdynamicduetotheglobalnatureoftheinternet.Effectiveuseofdigital
marketing can result in relatively lowered costs in relation to traditional means of
marketing;Loweredexternalservicecosts,advertisingcosts,promotioncosts,processing
costs,interfacedesigncostsandcontrolcosts.

Effectiveness

Brand awareness has been proven to work with more effectiveness in countries that are
highinuncertaintyavoidance,alsothesecountriesthathaveuncertaintyavoidance;social
mediamarketingworkseffectively.Yetbrandsmustbecarefulnottobeexcessiveonthe
useofthistypeofmarketing,aswellassolelyrelyingonitasitmayhaveimplicationsthat could
negatively harness their image. Brands that represent themselves in an
anthropomorphizing manner are more likely to succeed in situations where a brand is
marketingtothisdemographic."Sincesocialmediausecanenhancetheknowledgeofthe brand
and thus decrease the uncertainty, it is possible that people with high uncertainty
avoidance,suchastheFrench,willparticularlyappreciatethehighsocialmediainteraction
with an anthropomorphized brand." Moreover, digital platform provides an ease to the
brandanditscustomerstointeractdirectlyandexchangetheirmotivesvirtually.
OBJECTIVES

1) To IncreaseSales
Increasing sales or leads is a top level digital marketing objective for many businesses
because it improves revenues and is easy to measure. Using key performance indicators
(KPI),onecanbenchmarktheirprogresstowardsachievingobjectivesandtrackitintheir
spreadsheets.
An example of a SMART objective would be : ―Increase sales by 10% from existing
customers by Dec 2015‖.

2) To Improve ConversionRate
This is another digital marketing objective that can be tracked in Google Analytics. By
settingupgoaltrackinginAnalytics,onewillhavereportsonconversionsfortheirtraffic
sources,campaigns,keywords,landingpages,locationsandsoon.
Withthisdataonecanthentrackaconversionrateobjectivelike:―Improveorganictraffic
conversionrateby25%byNov2015‖.

3) Percentage of ReturnVisitors
The New vs. Returning Visitors is a metric that is available in Analytics and it is easy to
track.Knowinghowmanyvisitorsreturnisanimportantobjectivebecauseithelpsyousee how
effective your business is at visitor and customer loyalty. This helps you to create a
specificandmeasurableobjectivethatisrelevanttoyourspecificindustryandanexampleis
―15%ofvisitorsshouldbereturnersbytheendoftheyear‖.

4) Organic TrafficVolumes
Organictrafficisnaturaltrafficfromthesearchenginesresultpages.Itisconsideredasfree
traffic and is distinct from paid traffic. Lots of businesses have the objective to increase
organic visitor traffic by achieving high search engine ranking through implementing
searchengineoptimization.

5) To Reduce BounceRate
BounceRateinanalyticsisdefinedaspeoplewhoenteryoursiteandleave(bounce)rather than
continue viewing other pages. This is an important measure of the quality of your
website,becausealmostallbusinesswanttheirvisitorstocompleteanactionlikepurchase,
contactordownloadontheirwebsites.
Thelowerthebounceratethebetteritisandmanymarketerssaysthatabounceratebelow
50%isgood,howeverthatdiffersfrombusinesstobusiness.
CHANNELS

Digitalmarketingisfacilitatedbymultiplechannels,Asanadvertiserone'scoreobjectiveis to
find channels which result in maximum two-way communication and a better overall
ROI for the brand. There are multiple digital marketing channels availablenamely;

Affiliate Marketing
Affiliate marketing is perceived to not be considered as a safe, reliable and easy meansof
marketingthroughonlineplatform.Thisisduetoalackofreliabilityintermsofaffiliates that can
produce the demanded number of new customers. As a result of this risk andbad
affiliatesitleavesthebrandpronetoexploitationintermsofclaimingcommissionthatisn‘t
honestly acquired. Legal means may offer some protection against this, yet there are
limitationsinrecoveringanylossesorinvestment.Despitethis,affiliatemarketingallows the
brand to market towards smaller publishers, and websites with smaller traffic. Brands
that choose to use this marketing often should beware of such risks involved and look to
associatewithaffiliatesinwhichrulesarelaiddownbetweenthepartiesinvolvedtoassure
andminimizetheriskinvolved.

Display Advertising
As the term infers, Online Display Advertisement deals with showcasing promotional
messages or ideas to the consumers on the internet. This includes a wide range of
advertisementslikeadvertisingblogs,networks,interstitialads,contextualdata,adsonthe
search engines, classified or dynamic advertisement etc. The method can target specific
audience tuning in from different types of locals to view a particular advertisement, the
variationscanbefoundasthemostproductiveelementofthismethod.

Email Marketing
Emailmarketingincomparisontootherformsofdigitalmarketingisconsideredcheap;itis
alsoawaytorapidlycommunicateamessagesuchastheirvaluepropositiontoexistingor
potentialcustomers.Yetthischannelofcommunicationmaybeperceivedbyrecipientsto
bebothersomeandirritatingespeciallytoneworpotentialcustomers,thereforethesuccess of
email marketing is reliant on the language and visual appeal applied. In terms ofvisual
appeal, there are indications that using graphics/visuals that are relevant to the message
whichisattemptingtobesent,yetlessvisualgraphicstobeappliedwithinitialemailsare
moreeffectivein-turncreatingarelativelypersonalfeeltotheemail.Intermsoflanguage, the
style is the main factor in determining how captivating the email is. Using casualtone
invokesawarmerandgentleandinvitingfeeltotheemailincomparisontoaformalstyle. For
combinations; it's suggested that to maximize effectiveness; using no graphics/visual
alongsidecasuallanguage.Incontrastusingnovisualappealandaformallanguagestyleis
seenastheleasteffectivemethod.

Social MediaMarketing
The term 'Digital Marketing' has a number of marketing facets as it supports different
channels used in and among these, comes the Social Media. When we use social media
channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or
service,thestrategyiscalledSocialMediaMarketing.Itisaprocedurewhereinstrategies
aremadeandexecutedtodrawintrafficforawebsiteortogainattentionofbuyersoverthe
webusingdifferentsocialmediaplatforms.
Game Advertising

Gameadvertisingisdefinedas"inclusionofproductsorbrandswithinadigitalgame."The
gameallowsbrandsorproductstoplaceadswithintheirgame,eitherinasubtlemannerorin
theformofanadvertisementbanner.Therearemanyfactorsthatexistinwhetherbrandsare
successful in their advertising of their brand/product, these being: Type of game, technical
platform,3-Dand4-Dtechnology,gamegenre,congruityofbrandandgame,prominenceof
advertising within the game. Individual factors consist of attitudes towards placement
advertisements, game involvement, product involvement, flow or entertainment. The
attitudetowardstheadvertisingalsotakesintoaccountnotonlythemessageshownbutalso
theattitudetowardsthegame.Dependentofhowenjoyablethegameiswilldeterminehow the
brand is perceived, meaning if the game isn‘t very enjoyable the consumer may
subconsciously have a negative attitude towards the brand/product being advertised. In
terms of Integrated Marketing Communication "integration of advertising in digitalgames
into the general advertising, communication, and marketing strategy of the firm" is an
important as it results in more clarity about the brand/product and creates a larger overall
effect.

Video Advertising
This type of advertising in terms of digital/online means are advertisements that play on
onlinevideose.g.YouTubevideos.Thistypeofmarketinghasseenanincreaseinpopularity
overtime.OnlineVideoAdvertisingusuallyconsistsofthreetypes:Pre-Rolladvertisements
which play before the video is watched, Mid-Roll advertisements which play during the
video, or Post-Roll advertisements which play after the video is watched. Post-roll
advertisements were shown to have better brand recognition in relation to the other types,
where-as "ad-context congruity/incongruity plays an important role in reinforcingad
memorability". Due to selective attention from viewers, there is the likelihood that the
messagemaynotbereceived.Themainadvantageofvideoadvertisingisthatitdisruptsthe
viewing experience of the video and therefore there is a difficulty in attempting to avoid
them. How a consumer interacts with online video advertising can come down to three
stages: Pre attention, attention, and behavioral decision. These online advertisements give
the brand/business options and choices. These consist of length, position, adjacent video
content which all directly affect the effectiveness of the produced advertisement time,
therefore manipulating these variables will yield different results. Length of the
advertisement has shown to affect memorability where-as longer duration resulted in
increasedbrandrecognition.Thistypeofadvertising,duetoitsnatureofinterruptionofthe
viewer, it is likely that the consumer may feel as if their experience is being interrupted or
invaded,creatingnegativeperceptionofthebrand.Theseadvertisementsarealsoavailable to be
shared by the viewers, adding to the attractiveness of this platform. Sharing these
videoscanbeequatedtotheonlineversionofwordbymouthmarketing,extendingnumber of
people reached. Sharing videos creates six different outcomes: these being "pleasure,
affection,inclusion,escape,relaxation,andcontrol".Aswell,videosthathaveentertainment
valuearemorelikelytobeshared,yetpleasureisthestrongestmotivatortopassvideoson.
Creating a ‗viral‘ trend from mass amount of a brands advertisement can maximize the
outcomeofanonlinevideoadvertwhetheritbepositiveoranegativeoutcome.
It is important for a firm to reach out to consumers and create a two-way communication
model, as digital marketing allows consumers to give back feed back to the firm on a
communitybasedsiteorstraightdirectlytothefirmviaemail.Firmsshouldseekthislong term
communication relationship by using multiple forms of channels and using
promotionalstrategiesrelatedtotheirtargetconsumeraswellasword-ofmouthmarketing.
TECHNIQUES
According to a survey, new digital marketing techniques are-

1.) Content marketing techniques to ensure more conversions.

Contentmarketinghasbeeninthemain3techniquesofdigitalmarketingforprevious3years and it
is still going to be one of the most effective digital marketing techniques to ensure
conversions. It is important to concentrate a ton on the most proficient method to make an
integrated content marketing strategy that is customized for your kind of internet marketing
campaign.
Moreorganizationsarecurrentlyutilizingacontentmarketingstrategyastheirpremierdigital
marketing technique and we can hope to see more of this trend continuing. We can likewise
expectthattherewillbemoreconcentrationonMeasuringContentMarketingROIasthecost
andrivalryinsidecontentmarketingwillincreasesignificantly.

Tomakeeffectivecontentmarketingstrategy,oneneedtodoresearchanddiscoverwhatpeople
aresharingthemostinniche.Thiswillhelptoanalyzewhattopics,contentandheadlineswork
withthekindofinternetmarketingcampaign.Amplificationof contentmarketingstrategyis
anotherimportanttechniquethatyoucandobyfindinginfluencersaroundyourniche.

2.)EffectiveuseofBigDataaseffectiveDigitalMarketingTechnique.

BigDataincorporatesmarketandcustomerinsights.Itoffersanalyticalsupporttochannelize data-
drivencampaignsthatcanensureresultsinguaranteedfashion.The3VsofBigData-Data Velocity,
Data Volume & Data Variety indicate why this is a key pattern chosen by industry
expertstochannelizemorepowerfuldigitalmarketingcampaigns.
Foranyonlinebusiness,enhancingcustomerexperiencemustbeatthetopofthelist,andreal-
timecustomerinsightsbasedonbigdatacanhelpmarketersacquiremorecustomersandensure
moresales.DifferentDatavisualizationtoolscanefficientlyaidyouimprovetheeffectiveness of
your online campaigns in more organized manner thus building online marketing
techniques.

3.)Use of Marketing Automation

Like content marketing, automation of campaigns using internet marketing techniques is
consideredasoneofthemostpowerfuldigitalmarketingtechniquesthathavebeeninthetop3
throughout the previous 5 years. Numerous organizations still have potential for enhancing
theirautomationasaresearchonlevelofuseofmarketingautomationshows-

About marketing automation, HubSpot says- ―At its best, marketing automation is software
and tactics that allow companies to buy and sell like Amazon — that is, to nurture prospects
with highly personalized, useful content that helps convert prospects to customers and turn
customers into delighted customers.‖

4.) Adopt use of Mobile Marketing

Mobile marketing was also in top 3 three years prior, however as more organizations have
embraced mobile responsive website design and email layouts they have seen less need to
concentrate on it, or if nothing else there are less open doors for development. In any case,
surveysdemonstratethatretailconversionratesareessentiallyloweroncellphone,sothereis work
to be accomplished for some organizations to streamline mobile marketing more
effectivelyintheirdigitalmarketingcampaigns.

MobilelikewiselargelyaffectssearchmarketingasGooglevivaciouslytakesafterits‗mobile
firstmantra‘.Thismakesmobileadvertisingapproaches,whichhavetheadvantageofserving
moreapplicable,relevantcontentandCTAsforclientsanddecreasingburdentimes.
The superior vision for mobile digital marketing technique is using it as a feature of a
multiplatformormultichannelsystem.AsthisinformationfromcomScore,thathighlights
mobilemarketingstatisticsbyusingmultiplatformribbonsforallnations.
Thisshowcasesthatusingmultiplatformdigitalmarketingtechniquesarebettercompared
tomobileonlyordesktoponlydigitalmarketingtechniques.

5.) Use of Social Media Marketing including Social CRM and

Social CustomerCare
Our social media research insights demonstrate continuous development in web-based
social media marketing. It is very important to stay updated with trending social media
platforms as social media is popular in some countries- but with lessened prevalence of
some social networks in a few nations. For instance, Twitter and Facebook are in decayor
levelinginnumerouswesternmarketswhileSnapchat,InstagramandPinterestaregaining
moreprevalence,soit‘dbebetterifyouknowwhichsocialplatformisbestfitforyourkind
ofbusiness.
Slants in social media marketing are frequently controlled by the endeavors of the social
network to monetize and this has seen Facebook and Instagram, specifically roll out
improvements with the end goal that organizations now need to ‗pay to play‘ to get the
needed results. They have kept on advancing in their targeting and remarketing choices.

6.) Use of Conversion rate optimization (CRO) to improving

WebsiteExperiences.
This procedure a year prior was used as the way to analyze effectiveness of internet
marketingcampaigns.It‘shigherinprominencethanearlieryears,howeverstillnumerous
organizations are missing out a great opportunity for a more data driven way to deal with
leadgenerationandensureconversioninmoreeffectivefashion.

It is an incredible approach to demonstrate the need to test widely since just a third has a
positivetest.Itlikewisedemonstrateshowcontendersmightexcelintheeventthattheyare
trying.
Conversion rate optimization is considered as one of the most powerful digital marketing
techniques that not only help you analyze your internet marketing techniques for the
campaignbutalsohelpyouusetechniquesthatcanboostyoursalesinmoredatadrivenand result-
orientedfashion.
BENEFITS
Digitalmarketingbenefitsbusinessesofallsizesbygivingaccesstothemassmarketatan
affordableprice.UnlikeTVorprintadvertising,itallowstrulypersonalisedmarketing.

The main advantage of digital marketing is that a targeted audience can be reached in a
cost-effectiveandmeasurableway.Otherdigitalmarketingadvantagesincludeincreasing
brandloyaltyanddrivingonlinesales.
The benefits of digital marketing includes:

Global reach
A website allows you to find new markets and trade globally for only a small investment.

Lower cost
Aproperlyplannedandeffectivelytargeteddigitalmarketingcampaigncanreachtheright
customersatamuchlowercostthantraditionalmarketingmethods.

Trackable, measurableresults
Measuringyouronlinemarketingwithwebanalyticsandotheronlinemetrictoolsmakes it
easier to establish how effective your campaign has been. You can obtain detailed
information about how customers use your website or respond to your advertising. Web
analyticscanbesetuptoshowyouexactlyhowmuchmoneyyoumakefromeachdigital tactic.

Personalisation
Ifyourcustomerdatabaseislinkedtoyourwebsite,thenwheneversomeonevisitsthesite, you
can greet them with targeted offers. The more they buy from you, the more you can
refineyourcustomerprofileandmarketeffectivelytothem.

Openness
Bygettinginvolvedwithsocialmediaandmanagingitcarefully,youcanbuildcustomer
loyaltyandcreateareputationforbeingeasytoengagewith.

Social Currency
Digitalmarketingletsyoucreateengagingcampaignsusingdifferenttypesofrichmedia
content.Ontheinternetthesecampaignscangainsocialcurrency-beingpassedfromuser
touserandbecomingviral.

Improved ConversionRates
If you have a website, then your customers are only ever a few clicks away from
completing a purchase. Unlike other media which require people to get up and make a
phone call, or go to a shop, digital marketing can be seamless and immediate.

Together, all of these aspects of digital marketing have the potential to add up to more
sales.
DigitalAdvertising :AdAvenues

1. SEARCHADVERTISEMENTS

Advertisement made up to text (displayed largely as sponsored links on search engines)

comeunderthiscategory.Thesearebackedbyhyperlinksthatwhenclickedon,takethe
potentialcustomertotheadvertiserswebsite.

2. DISPLAYADVERTISEMENTS

Advertisementthatareplacedatvariouspointsonawebpagethattypicallycontainlogos,
photographs, other images or even. Technologically these comprises of Image, Simple
flashandRichmediawithandwithoutvideoads.

3. MOBILEADVERTISEMENT

Advertisementthatareviewedorconsumedonmobilephonesortabletscomeunderthis
category.ThesecomprisesofMobileWebads,SMS,MMS,MobileVideoandTVadsand In-
Appads.

4. SOCIAL MEDIAADVERTISEMENT

Advertisementofanytype:text,display,stamppadsetcdisplayedonvarioussocialmedia
websiteslike:Facebook,Twitter,LinkedIn,Pinterest,Orkutetcfallintothiscategory.

5. EMAILADVERTISEMENT

Advertisement that involves sending across a commercial message to a group of people

usingemailcompriseofthisadstype.Emailsareusedtoengagewithexistingcustomersto
getrepeatbusinessaswellastoacquirenewcustomers.

6. VIDEOADVERTISEMENT

Advertisementthatfallbroadlyunderthedisplaytypebuthavevideowithinthemandare
servedbefore,duringand/orafteravideostreamontheinternet.ThistypecomprisesIn-
Videoads,StandardIn-Streamads(prerolls,midrollsorpostrolls)andTrueViewads.
Digital Marketing :Types ofAds
1. Above TheFold
Above the field refers to banners ads which are displayed at the top of a web page.

2. Rich -Media
Online ads that contains motion, sounds or video are termed as rich media ads.

3. InterstitialAds
These adverts sometimes referred to as Bridge Adverts, pop-up as one move between
pagesonasite.Onehasnochoiceastowhethertheyviewthemornot,althoughonecan
evenclosethemdown.

4. BannerAds
Banner advertising was the first kind of advertising ever done on the net. A banner can
highlightone‘sproducts/service/offerandbyclickingonittheuserwillbetakentoyour
website,whereyoucancreateasuitablelandingpagetoprovidethefurtherinformation.

5. Pop - upAds
These are the small windows that appear when you first get onto a website. Pop-ups
appearsonyourscreeninfull,pop-downsappearsonthebottomofthescreenandonehas
toopenit,togetridofit.

6. FloatingAds
Theseadsappearwhenonefirstgotoawebpage,andthey―float‖overthepageforfiveto
30seconds.Whiletheyareonscreen,theyobscuretheviewofthepagereaderistryingto
readandtheyoftenblockmouseinputaswell.
Theyareanimatedaswellashaveaudio/videocontentlikeTVads.Theycantakeupthe entire
screen, therefore from a branding standpoint, they are much more powerful thana
banneradorasidebarad.

7. Unit CastAds
A unit cast ad is basically a TV commercial that runs in the browser window. It has
enriched audio/video content. The ads can last anywhere from 10 to 30 seconds.

8. TakeoverAds
Viewers visiting the website will see a large ad when they first come, and then the
continuityismaintainedbyreiteratingthesamemessagethroughoutthesiteintheformof
banners,sidebarsorbuttons.
Digital Marketing : Some Basic Terms
1. Impression
AnImpressionisameasureofthenumberoftimeanadisseen,whetheritisclickedonor
not.Eachtimeanaddisplayeditiscountedasoneimpression.

2. PageView
Viewing the page is known as page view. It gets counted once the page is loaded.

3. Leads
When one person fills his details in the given box is known as lead.

4. Conversion
Thepercentageofpeoplewhoseactivitycanbetrackedwhileclickingonanadorvisiting
awebsitetoactuallypurchasingaproductorservice.Ahighconversionrateindicatesthat
thelink,adorsitewassuccessful.

5. InboundLink
Link connecting to your website from a different website.

6. Profiling
To build a picture of s target customer based on information from various sources
including customer transaction completed forms and demographic data.

7. UniqueVisitor
Unique IP address accessing a website.

8. LandingPage
Acustomwebpagedesignedtoconvertvisitorintoleadsorsales.Email,banneradsand even
offline outbound marketing campaigns drive traffic to a landing page to capture
information or trigger a sale. Landing page is also called as destination page or splash
page.
Digital Marketing : Monetary Terms

1. Cost-Per-Action(CPA)
Costofadvertisingbasedonavisitortakingsomespecificallydefinedactioninresponse
toanad,―Action‖includesuchthingsasasales,transaction,acustomeracquisitionora click.

2. Cost-Per-Click(CPC)
Cost of advertising based on the number of clicks received.

3. Cost-Per-Thousand(CPM)
The standard unit for buying or selling Internet advertising. The thousand stands for
‗thousand advertising impression or views‘.

4. Pay-Per-Impression
Onlineadvertisingwhereanadvertiserpaysapre-agreedpriceeachtimeauserclickson their
advertisement. The cost for the click is often negotiated through auction, with ad
placementdeterminedbytherelativesizeofthebid,aswellasotherfactors.

5. Pay-Per-Inclusion
Search engine marketing program that guarantee website listing for specific keyword
search terms for a fee.

6. Pay-Per-Lead
Paying to acquire leads from an outside party at a set rate or amount per Lead.
TheRoleofSocialMediainDigitalMarketing
SocialMediaisaplatformwhichnotonlyconnectspeopleworldwidebutalsoservesbest for
Digital Marketing. Digital Marketing is a practice which is usually performed to
connectthetargetaudiencetothebusinessowners.
Theseisdonetoexpandthebusinessquicklyandefficiently.Roleofsocialmediaindigital
marketingisoneofthemostsuitableandpreferredmethodstogenerateleads.

Daysaregonewhenpeopletookhelpoftelevisionsandnewspaperstoattractpeople.Since
technology is handy and internet connection is a necessity today, traditional methods are
almostdiscarded.
Ever since social media has gained popularity among humans, we cannot think of
promoting a brand without taking help of social media. Connecting with new clients and
expressing your thoughts become quite easy with social media.

Mentioned below is the role of Social Media in Digital Marketing:-

1. MARKETING STRATEGIES
Ever since social media has become a tight necessity for the crowd these days, one can
easilyhaveasneakpeekintoeverybody‘slives.Thissneakpeakishighlybeneficialforthe
purposeofmarketing.Onecaneasilygettoknowabouttheupdatespeoplemakeondaily
basisandplanaccordingly.Anyonecancategorizeanybodyonthebasisoftheirinterests
andhavehighprobabilityofmeetingtherightcustomers.
2. QUICK PROBLEM RESOLVEMENT
Socialmediaprovidesanopportunitytoquicklyreacttothefeedback.Eithertheoutcome
ispositiveornegative,everyonehasgotthewaytorespondwithinseconds.Aresearchhas
found that customers are more likely to remain consistent to those firms who respondto
theirqueriesandfeedback.Tweetsandstatusesdepictifanyissuehasbeenarrivedfrom
thesideofcustomerandyoucantaketheappropriatestepstoresolveit,thiswillhelpin
customerretention.

3. MORESALES
When one always remain in front of the customers, they are more likely to buy items
frequently from the store or connect with the services. Social media helps to presentthe
firmrepeatedlyinfrontofthecustomers.Insomeamountoftime,theirattentionismost likely
to drawn towards business which might eventually leads to sales increment. One
canalsoprovideincentivestothecustomers.

4. FREE ofCOST
Unlikemostoftheonlinedigitalmarketingtools,socialmediaisfreetouseandpromote
stuff.Anyonecancreateapageoftheirbusinesswithoutspendingasinglepennyonit.one can
Target audience, achieve reports, connect with customers, learn their interests,
approachthem,solvetheirqueries,replyontheirfeedback,makeimprovements,dodaily
updatesandalotmorewithoutworryingaboutthemoney.
5. BRANDING
Trustisthekeytowardssuccess.Customerstendtorelyonthebrandswhichhasalreadybuilt
trustintheindustry.Allofthefamousbrandswhichhavebeeninthemarketforawhilenow are
reliable. No matter if you are about to earn your voice in the market or you have been
strugglingforsometime,socialmediapromisestogetyourvoicerealsoonconsideringyour
servicestobeatpar.Peopletendtorecognizethebrandmoreoncetheystartnoticingthestuff over
social media. Don‘t take social media for granted in terms of voice and powers.Using
socialmediaforbrandingisamostpromisingtechnique.

6. LEADS TO CONVERSION
Every post one share, post, update, comment has a higher probability of turning leads to
conversions.Foreachreactiononereceiveovertheimageprobablyleadstotheconversion. Not
all reactions contribute to the conversions but those with positive interactions. So, the
more attractive anybody represent their site in terms of info graphics and content, the bold
theirholdbecomesintheindustry.Thiswillbeextremelyhelpfulinincreasingtheconversion rate.
7 P’s of Digital Marketing
The four P‘s - Product, Price, Place and Promotion have long been associated with
marketing,butthingshavechangedontheinternet.Soalongwithachangeinthenatureof
fourP‘stherearethreenewP‘swhicharerelevanttothedigitalmarketer,i.e.Presentation,
Processes andPersonalization.

1. Product
Productoninternetusuallychangesfromonline,andtheuserexperiencesitelectronically,
intheformoftext,imagesandmultimedia.Physicalgoodsare
usuallypresentedinthformofadetailedonlinecataloguethat
thecustomercanbrowsethrough.Technologyallowstheuser
tovirtuallytouchandfeeltheproductontheInternet-rotateit
zoominorzoomoutandevenvisualizetheproductindifferent
configurationsandcombination.Contentandsoftwarearetwo
avatarsofdigitalproductsthatcanevenbedistributedovertheinternet.OntheInternet,E-
marketing will be based more on the product qualities rather than on the price. Every
companywillbeabletobringdownthecostofitsproductandhencecompetitionwillnot be on
price. It will rather be on the uniqueness of the product. To be able to attract the
customers and retain them, the company will have to provide nouvelle and distinct
productsthatforcesthenetuserstopurchaseandcomebackformore.

2. Price
PricehasdrasticallychangedovertheInternet.Itletsthebuyerdecidestheprice.Alsoit
givesthebuyerinformationaboutmultiplesellerssellingthesameproduct.Itleadstobest
possibledealforthebuyersintermsofprice.PricingisdynamicovertheInternet.

3. Place
Place revolves around setting up of a marketing channel to reach the customer. Internet
servesasadirectmarketingchannelthatallowstheproducertoreachthecustomerdirectly. The
elimination of the intermediate channel allows the producer to pass the reduced
distributioncosttothecustomerintheformofdiscounts.

4. Promotion
Promotion is extremely necessary to entice the customer to its website, as there are
currently more than one billion web pages. Promoting a website
includesbothonlineandofflinestrategies.Onlinestrategiesinclude
searchengineoptimization,bannerads,multiplepointsofentry,viral
marketing, strategic partnership and affiliate marketing. Presently,
the cyberspace is already cluttered with thousand of sites probably
sellingsimilarproducts.ForthecustomerstoknowoftheCompany's
existenceandtogarnerinformationonthekindofproductsorservice
thatthecompanyisoffering,promotionhastobecarriedout.Therecanbetradedlinksor banner
advertisements for the same. Also the traditional mediums like print, outdoor
advertisingandtelevisioncanbeusedtospreadawareness.

5. Presentation

Thepresentationoftheonlinebusinessneedstohaveaneasytousenavigation.Thelook
andthefeelofthewebsiteshouldbebasedoncorporatelogosandstandards.About80%of
thepeoplereadonly20%ofthewebpages.Therefore,thewebpageshouldnotbecluttered
withalotofinformation.Also,simplebutpowerfulnavigationalaidsonallwebpageslike
searchenginesmakeiteasyforcustomertofindtheirwayaround.

6. Process
Customersupportsneedstobeintegratedintotheonlinewebsite.Asalesservicethatwill
beabletoanswerthequestionsoftheircustomersfastandinareliablemannerisnecessary.
Tofurtherenhanceaftersalesservices,customersmustbeabletofindoutabouttheirorder
statusafterthesaleshasbeenmade.

7. Personalization
Usingthelatestsoftwareitispossibletocustomizetheentirewebsiteforeverysingleuser,
without any additional costs. The mass customization allows the company to create web
pagesproductsandservicesthatsuittherequirementoftheuser.Acustomizedwebpage
doesnotonlyincludesthepreferredlayoutofthecustomerbutalsoapreselectionofgoods
thecustomermaybeinterestedin.
 COMPANY’S PROFILE

SONYCORPORATION
SonyCorporationSonīKabushikiKaisha,/ˈsoʊ ni/SOH-nee, stylized as

SONY) is a Japanese multinational conglomerate corporation headquartered in Kōnan,

Minato, Tokyo. Its diversified business includes
consumerandprofessionalelectronics,gaming,entertainmentandfinancial
services.Thecompanyownsthelargestmusicentertainmentbusinessinthe
world,andisoneoftheleadingmanufacturersofelectronicproductsforthe
consumerandprofessionalmarkets,andaleadingplayerinthefilmindustry.
Sonywasranked105thonthe2017listofFortuneGlobal500.
SonyCorporationistheelectronicsbusinessunitandtheparentcompanyof theSonyGroup
(ソニー・グループSonīGurūpu),whichisengagedinbusiness
throughitsfouroperatingcomponents:electronics(AV,IT&communication products,
semiconductors, video games, network services and medical business), motion pictures
(movies and TV shows), music (record labels and
musicpublishing)andfinancialservices(bankingandinsurance).Thesemake
Sonyoneofthemostcomprehensiveentertainmentcompaniesintheworld. The group
consists of Sony Corporation, Sony Pictures, Sony Mobile, Sony
InteractiveEntertainment,SonyMusic,SonyFinancialHoldingsandothers.
Sony is among the semiconductor sales leaders and as of 2016, the fifth- largest
television manufacturer in the world after Samsung Electronics, LG Electronics, TCL
and Hisense.
The company's current slogan is BE MOVED. Their former slogans were The One and
Only (1979–1982), It's a Sony (1982–2006), like.no.other (2006–2009)[20] and
make.believe (2009–2014).
SonyhasaweaktietotheSumitomoMitsuiFinancialGroup(SMFG)keiretsu,
thesuccessortotheMitsuikeiretsu.
SONYINDIA
SonyIndiaPvt.Ltd.,basedinNewDelhi,istheIndiansubsidiaryofJapan'sSonycorporation,
headquarteredinTokyo.

Sony's principal Indian businesses include Marketing, Sales and After-Sales Service of
electronic products & software exports Products: LCD Televisions, Video and Digital Still
Cameras,NotebooksandBusinessProjectors,PersonalAudio,AudioVideoAccessories,Hi-
fiAudiosandHomeTheatersystems,CarAudioandVisualSystems,GameConsoles,Mobile
Phones,RecordingMediaandEnergyDevices,BroadcastandProfessionalproducts.

In India, Sony has its footprint across all major towns and cities in the country through a
distributionnetworkofover10,400dealersanddistributors,270exclusiveSonyoutletsand
23directbranchlocations.Moreover,Sony's19salesbranchescoveratotalof450cities.It
hasalsodevelopedanetworkof270SonyCenterandestablished30warehousesacrossthe
countrytomanageitssupplychaineffectively.

Sony India Software Centre Pvt. Ltd.

Sony currently has global software development facilities in the United States,
Europe,Japan,ChinaandIndia.Amongthese,SonyIndiaSoftwareCentre(SISC),
locatedinBengaluru—India‘sSiliconValley—hasexpandednotablyinrecentyears.
Establishedin1997,SISCservesasadevelopmentbaseforsoftwareusedinawide
rangeofproductsmanufacturedbySonyGroupcompaniesaroundtheworldandas
theGroup‘sglobaloffshoreITcentre.Withtheroleofsoftwaretakingonever-greater
importanceinthisdigitizedage,SISCisrapidlyaugmentingitsteamofengineers.In
fiscalyear2010,endedMarch31,2011,SISChadapproximately1,000engineerson
staff.TheirworkcontributedtoeffortsoftheentireSonyGrouptoadvancestate-of- the-art 3D
technologies, as well as to the development of new products, including
SonyInternetTV,SonyTabletandAndroidbasedmobilephonesandotherdevices. As the
Group‘s strategic offshore IT centre, they worked together with Sony Group
companieswiththeaimofreinforcingtheGroup‘soperatingfoundation.

In early 2012, Sony Corp restructured its India business by creating two separate units, one
for undertaking sales and marketing operations, headquartered at New Delhi and the other
for focusing on software and product development based in Bengaluru. As a result, Sony
India Software Centre Pvt. Ltd. was de-merged from Sony India Pvt. Ltd. as a separate
entity aiming at more effective operations.
Entertainment
Sony Entertainment has three divisions: Sony Pictures Entertainment, Sony Music
Entertainment, and Sony/ATV Music Publishing.

Sony PicturesEntertainment
SonyPicturesPlaza,nexttothemainstudiolotofSonyPicturesinCulverCity
SonyPicturesEntertainmentInc.(SPE)isthetelevisionandfilmproduction/distributionunit of
Sony. With 12.5% box office market share in 2011, the company was ranked third among
moviestudios.Itsgroupsalesin2010were$7.2billionUSD.Thecompanyhasproducedmany
notablemoviefranchises,includingSpider-Man,TheKarateKidandMeninBlack.Ithasalso
producedthepopulartelevisiongameshowsJeopardy!andWheelofFortune.

Sony entered the television and film production market when it acquired Columbia Pictures
Entertainmentin1989for$3.4billion.ColumbialivesonintheSonyPicturesMotionPicture
Group, a division of SPE which in turn owns Columbia Pictures and TriStar Pictures among
otherfilmproductionanddistributioncompaniessuchasScreenGems,SonyPicturesClassics,
Sony Pictures Home Entertainment. SPE's television division is known as Sony Pictures
Television.

For the first several years of its existence, Sony Pictures Entertainment performed poorly,
leadingmanytosuspectthecompanywouldselloffthedivision.SonyPicturesEntertainment
encountered controversy in the early 2000s. In July 2000, a marketing executive working for
SonyCorporationcreatedafictitiousfilmcritic,DavidManning,whogaveconsistentlygood
reviews for releases from Sony subsidiary Columbia Pictures that generally received poor
reviews amongst real critics. Sony later pulled the ads, suspended Manning's creator and his
supervisorandpaidfinestothestateofConnecticutandtofanswhosawthereviewedfilmsin
theUS.In2006SonystartedusingARccOSProtectiononsomeoftheirfilmDVDs,butlater issued
arecall.

Sony MusicEntertainment
Sony Music Entertainment (also known as SME or Sony Music) is the second-largest global
recorded music company of the "big three" record companies and is controlled by Sony
CorporationofAmerica,theUnitedStatessubsidiaryofJapan'sSony.Thecompanyownsfull
orpartialrightstothecataloguesofMichaelJackson,TheBeatles,Usher,Eminem,Akonand others.

In one of its largest-ever acquisitions, Sony purchased CBS Record Group in 1988 for US$2
billion.Intheprocess,SonygainedtherightstothecatalogueofMichaelJackson,considered
bytheGuinnessBookofWorldRecordstobethemostsuccessfulentertainerofalltime.The
acquisition of CBS Records provided the foundation for the formation of SonyMusic
Entertainment,whichSonyestablishedin1991.

In 2004, Sony entered into a joint venture with Bertelsmann AG, merging Sony Music
EntertainmentwithBertelsmannMusicGrouptocreateSonyBMG.In2005,SonyBMGfaced
acopyprotectionscandal,becauseitsmusicCDshadinstalledmalwareonusers'computers
thatwasposingasecurityrisktoaffectedcustomers.In2007,thecompanyacquiredFamous
MusicforUS$370million,gainingtherightstothecataloguesofEminemandAkon,among
others.

Sony bought out Bertelsmann's share in the company and formed a new Sony Music
Entertainment in 2008. Since then, the company has undergone management changes. In
January 1988, Sony acquired CBS Records and the 50% of CBS/Sony Group. In March
1988,fourwhollyownedsubsidiarieswerefoldedintoCBS/SonyGroupandthecompany
wasrenamedasSonyMusicEntertainmentJapan

Sony’sVision Statement
With regard to its corporate vision, Sony states, ―Our vision is to use our passion for
technology,contentandservicestodeliverkando,inwaysthatonlySonycan.‖Inthisvision,
emphasis is on the concept of kando. The following components are present in Sony
Corporation‘s visionstatement:

Deliver kando
Useourpassionfortechnology,contentandservices
WaysthatonlySonyca

Sony‘svisionstatementintroducestheconceptofkando,whichCEOKazuoHiraidefinesas
―emotional involvement‖ or the ―power to stimulate emotional response.‖ The concept is
integratedinproductdevelopmentandinnovationprocesses.Theimplementationofkando also
supports Sony‘s generic strategy and intensive growth strategies. The second
componentofthevisionstatementindicateswhatthecompanymustdotodeliverkando.For
example,thefirm‘semployeesmustusetheirpassionfortechnologyandcontenttodesign
anddevelopnewgamingproducts.Thethirdcomponentofthecorporatevisionstressesthe
importance of the company‘s uniqueness. Such uniqueness is based on the nature and
characteristics of organizational resources. Sony capitalizes on its expertise, human
resources and successful business processes to support this uniqueness component in its
visionstatement.
MISSION
In its mission statement, Sony Corporation focuses on the concept of kando. Such focus
aligns the corporate mission to the vision statement. To effectively apply the concept, the
missionstatementrequiresthatSonymustdevelopproductsthatevokeemotionthatmoves
customers.Forexample,thePlayStationattractsandretainscustomersthroughanemotional
bond based on gaming experience. In relation, the second component of Sony‘s mission
statement focuses on what the business must do for customers. In this case, the company
mustinspireandfulfillcustomers‘curiosity.

Sony’s MissionStatement
Sony‘scorporatemissionistobe―acompanythatprovidescustomerswithkando–tomove them
emotionally – and inspires and fulfills their curiosity.‖ The mission highlights the
importance of kando and what it does for customers. Sony‘s mission statement has the
followingcomponents:

Provides customers with kando

Inspiresandfulfillstheircuriosity

Sony Corporation’s Mission & Vision – Analysis

&Recommendations
Sony‘svisionstatementonlypartlysatisfiesconventionsandstandardsofgoodpractice.For
instance, the corporate vision specifies how to deliver kando, but does not provide
information on a desired future condition of the business. An ideal vision statement must
containdetailsthatdescribethecompany‘stargetfuturesituation.Thus,arecommendation
forSonytoimproveitscorporatevisionstatementistoaddinformationonafuturebusiness state
achievable by delivering kando, such as leadership in the electronics, gaming,
entertainment,andfinancialservicesmarkets.
Sony‘s mission statement gives a general description of what the business does for
customers. However, the corporate mission does not contain enough information to guide
strategic decision-making. An ideal mission statement must include sufficiently specific
details on what the company must do in order to achieve the corporate vision..
HowSONYUses....

FACEBOOK
Sony has a huge number of Facebook pages for its various products, sub-brands and
regions, including PlayStation, Pictures, Electronics, Music, and Online Entertainment.

The most popular account by far is for Sony PlayStation which has more than 32 million
fans. It is updated on an almost weekly basis with content that remains resolutely
focused on video games and the new Ps4.

As a result of the loyalty of gamers it‘s not unusual for updates to accrue several
thousand ‗likes' and comments, while some achieve up to 70,000.

The current cover image is a teaser for the launch of the new console on June 10 and
other updates include a PS4 developer diary and a promotional video.

Thesocialteamalsopostedhugeamountofcontentaroundtheofficialannouncement of the
PS4 a few months ago to try and build excitement. It achieved some decent
results,withonepostreceiving327,000‗likes‘andalmost18,000comments.

Themaincorporateaccounthasmorethanthreemillionfansandisupdatedonadaily
basis,buttobehonestthecontentisquitedull.

It‘s extremely product-focused and self-promotional, including clips of the company‘s

new ads, gift ideas, galleries of new products and photos of popstars signed to the Sony
record label.

Asaresultthenumberoffaninteractionsisquitelowatjustafewthousandperupdate
onaverage,whichisagreatdeallowerthanmanyotherglobalbrands.

On the other hand, the social team do a good job of responding to user comments which
is a good way of encouraging further engagement.

It‘s also worth noting a few of Sony‘s different efforts with Facebook apps.

The Xperia team built an app that tied into an ad campaign based on the idea the
company‘s cameras are powered by loads of small robots.

AnothernoteworthyappwasonethatusedSpidermantopromotethenewSonyphoto
editingproducts.

Users could place themselves in an interactive mural featuring a New York street asa
backdroptheninvitefriendstogetinvolved.
Italsogavepeopleinformationonhowthemuralwascreatedandhowtheycanusethe
technologytocreatetheirownsphotos.

The Xperia app definitely sounds like the more interesting campaign as it includes several
different social channels and requires people to complete offline tasks for prizes, while the
Spiderman effort is fairly generic and I doubt that it achieved high levels ofengagement.

Twitter

Sony‘s Twitter feeds outnumber even its Facebook pages, with various accounts for
products and customer support which are all listed on the company‘s website.

Thesocialteamdon‘tappeartorespondtoany@mentionsfromotherusers,whichis
unusualconsideringthedecentresponserateonFacebook.

ThetweetsarealljustadvertsforgamesandthesamePS4promosthatgetpostedon
otherchannels,makingitoneoftheleastinterestingfeedsI‘vecomeacross.

SonyPlayStationalsohasadedicatedcustomersupportfeedwhichissupposedtobe on hand to
deal with problems for all the company‘s different consoles, however it
onlytweetsacoupleoftimeseachday.

In fact it‘s tweeted fewer than 3,500 times in total which is a drop in the ocean compared
to Xbox Support‘s 1.3m tweets.

It might simply be that PlayStation users are less likely to ask for support through Twitter,
however the follower counts are both quite high (110,000 for Sony vs. 276,000 for Xbox)
so the disparity in responses is quite remarkable.

Sony‘smaincorporatefeedhas471,000followershoweverit‘sreallyjustanotherdull
broadcasttool.

In fact the content is all repurposed from Facebook so the social team really puts in very
limited effort to keep it updated.

Overall Sony‘s Twitter strategy is quite underwhelming as it offers very little interaction
with followers, which is both surprising and disappointing when compared with the way
Microsoft responds to Xbox users.
Pinterest
Sony has one official Pinterest account and has actually managed to create some great
lookingboardsonawiderangeoftopics,andithasn‘tfallenintothetrapofjustpinningits
owncontent.

ThoughsomeoftheboardsarejustcataloguesofSony‘sproductsandgiftideasamajority
oftheboardsalsohaveadecentmixofcontentfromthirdpartysitesandblogs.

Andnotalloftheboardsareofelectronics.Severalofthecollectionsarephotosofdifferent
foodorlandscapestakenwithaSonycamera,whichisagreatwayofusingPinterest‘sfocus
onimagerytopromoteitsproducts.

As a result Sony has managed to attract more than 30,000 followers, which is a decent
number for a consumer electronics brand.

Sony also used Pinterest to put an interesting slant on the usual ‗pin to win‘ competition.
InsteadofofferingusersprizesforpinningitscontentSonydonated$1foreveryrepinofits
productsfromaspecificboard.

It‘safairlycrudewayofgettingpeopletoessentiallysharelinksbacktoyourecommerce store,
but for $12,500 the social team managed to grab some decent exposure for its products.

GOOGLE
UnlikemanyconsumerbrandsSonyappearstobetakingGoogle+seriouslyandhassetup
officialpagesforMusicEntertainment,PlayStationandXperiaalongsideitsmaincorporate
account.

Each of them is updated on an almost daily basis and receive the usual low level of
engagement that one expects to see on G+.
Much of the content is repurposed from Facebook but some of it is also unique to the
platform.

Morethan2.6millionpeoplecurrentlyhavethePlayStationpageintheircirclesyetitstill
strugglestogetmorethanafewhundreds+1sandcommentsperpost.

So despite the effort to keep people entertained with fresh content as yet the level of
interaction is still very low compared to Facebook.

TheSonyMusicpagealsohasanimpressivefollowingof1.4millionpeopleandanequally
lowlevelofinteraction.

G+‘s new layout definitely make the pages more interesting to look at which may help to
drive up engagement in the long run, but Google still desperately needs to give people a
reason to use G+ above all the other social platforms.
 OBJECTIVE
OF THE STUDY

1. To understand the Effectiveness of Branding through Digital Media.

2. To understand the effort behind fulfilment of Brands Objectives
throughCampaigns.
3. TochooseappropriatechannelsforCommunication.
 RESEARCH METHODOLOGY

Introduction
ResearchMethodologyisawaytosystematicallysolvetheresearchproblem. It may be
understood as a science of studying. Now research is done
systematicallyinthevariousstepsthosearegenerallyadoptbyaresearchersin
studyingtheirproblemsalongwiththelogicbehindthem.

The procedure by which research go through their work of describing, explaining and
predicting phenomenon are called Research Methodology.

Types of Research
This project ―A study on Digital Marketing for Sony India Private Limited, Raipur‖ is
considered as an analytical research.

Analytical research is defined as the research in which researcher has to use facts and
information alreaady available and analyze these to make a critical evaluation of facts,
figures, data and materials.

Sources of Research Data

For the study purpose both Primary and Secondary data are used.

The Primary Data are collected from salesmen of the companies, customers and dealers
dealing in the products of the company.

the Secondary Data are collected from records of the company, retailers and dealers.

Thedataofpastsalesalsohavebeencollected.Theprimaryandsecondarydata have been

collected to cover every aspect of the study. The Primary Data are related to behaviour
and response of employees, dealers and customers. The
SecondaryDatashowsthesalesofthecompanyproductwise.Thesedataused
incombinationasperneedofthstudy.

Thesedatahavedifferentmeritsanddemeritsandhasserveourpurposeofthe researchstudy.
These are explained below:
(a) PrimaryData
Primary Data are the information collected by a research specifically for a research
assignment. In other words, primary data are the
informationthatacompanymustgatherbecausenoonehascompiled
andpublishedtheinformationinaforumaccessibletothepublic.
Companies generally take the time and allocate the resource required together for collection
of primary data only when a question presents itself that is sufficiently important that it
warrants the expenditure necessary to gather the primary data.
Primary data are original in nature and directly related to the issue or problem and current
data.
Primary Data are the data which the research collects throughvarious methods like
interviews, surveys, questionnaires etc.

(b) SecondaryData
Secondary Data are the data collected by any party not for research
studybutarecollectedforsomeotherpurposeandatadifferenttime.
Whenresearcherusesthesedatathenthesebecomessecondarydatafor the current usera. These
may be available in written, typed or in electronic forms. A variety of secondary
information sources is available to the researcher gathering data on an industry, potential
productsapplicationsandthemarketplace.
Secondary Data is also used to gain initial insight into the research problem. Secondary
Data is classified in terms of its source - either internal orexternal.
Internal,orinhousedata,issecondaryinformationacquiredwithinthe
organizationwhereresearchisbeingcarriedout
External secondary data is obtained from outside sources.
 Data Analysis and Interpretation

Data collected through Questionnaire

Q. 1
What do you think about Digital Marketing ?

Attitude towardsAdvertisements
Onecanclearlymakeoutthatconsumersperceiveadvertisementsasasource
ofinformationandawareness,beitgeneralortowardsTVcommercials.

Notmanypeoplefindadvertisementtobeirritating,annoyingorwasteoftime. This
clearly shows a positive attitude towards them and hence is a good
indication formarketers.
Asfromabovesurveyonly35%thinkdigitalmarketingasinformativepurpose
whileonly4%feelirritatingand5%feelannoyingaswellaswasteoftime.
Q. 2
Do you watch the TV/Radio commercials during
Commercial Break?

AttitudetowardsTV/Radio Ads

From the above chart and survey done around 30% watch for Information
purpose and other 11% just watch to Waste Time.
Q. 3
Which mode of advertising influences you to buy/Suggest product?

Influencers behind Decision Making

Influencer influences the decision making process of a potential consumer.

Influencerscanbeadvertisement,friend,relatives,thirdpartyoritcanbeself-
motivatedalso.

Asitisseenaboveconsumeraremoreinfluencebyfriendsandrelativeof40%.
Where online advertisement is only 6% as survey from different consumer is
fromfriendsandrelative.
Q. 4
Which Mode ofAdvertisement would you prefer ?

Consumer Preference of Advertising

Again, one can easily make out that traditional form of marketing has anedge
overinternetadvertisingintermsofconsumerpreferencemodeofadvertising. Traditional
mode got over 31% preference than that of internet advertising
whichisahugemargin.
The reason for this is same as that of influencer, i.e. cultural attitude of consumers
towardsadvertising.
ConsumerswouldprefertocheckoutATLelementsincasethereisaneed;i.e.
informationsearchandtaketheirdecisionintermsofpurchasing.
Q. 5
Which Mode ofAdvertisement you trust ?

Consumer Trust on Advertising

The above chart is the chart for trust level of advertisement medium from
consumer’s point of view.
Again recommendation and traditional advertisement are a leap ahead of
onlinemobileandBTLformofadvertising.OnecansaythatIndianmentality
towardsonlineformofadvertisingisstillatthebaselineandthatofmobileis everworse.

One can confidently conclude that consumers still trust and prefer the traditional
form of advertising than of online
Q. 6
I change channel during Commercial Breaks..

Impression of TV Ads
Whentherewereonlytwochannels;i.e.“Dodarshan”,consumerdidn’thave any choice
but the see the commercial ads in between the programs. That
timetheimpressionwasveryhighandhencewasaveryeffectiveandefficient medium
ofpromotion.
Now,withmorethan250TVchannels,20Radiochannels,theconsumerhas
lotofoptions,he/shemaychangethechannelormayignoreitcompletely.
I

Ofcoursetherearepeople(21%)whochangechannelsduringbreaksbutnot always. In
fact, according to the survey there was no one who change the
channeleachandeverytime.
Effectively,79%ofviewerwillseetheadvertisementiftheadisattractiveand appealing.
Hence, there is probability of .79 of consumer viewing the particular
advertisement on television making it an effective mode of communication. As, it
is the second most trusted mode of communication in the minds of people.
Q. 7
Do you see/check online Ads/Mails when you surf the Internet?

Impression of OnlineAds

Whereas in case of online advertising, around 63% of consumers ignore it

completely,i.e.theydon’tevenseethemandthatof21%seethemiftheyfindit to
beattractive.
Outofthat26%,11%saidthattheintensionwasnottoseethoseads,butthey
didn’thaveanyoptionbuttoseethemastheywereInterstitialAdverts,Pop-up
adsorFloatingads.
Theseadseitherblocktheviewofthecontent,orappearrightinthemiddleof
thepage,orkeepsonfloating(moving)aroundwhichisconsideredtobevery
irritatingfortheconsumers.
Effectively, only 6% saw the online advertisement because they were of their
interest or was attractive. Some said they liked few ads because of their interactivity
and animation effects. This might give that flash ads are more appealing.
Trust levels of online advertisement are at the bottom of the list. Hence
consideringthetrustlevelsandtheeffectiveimpression,onecanconcludethat
itisnotaneffectivemodeofcommunication.
Q. 8
You use Internet for ?

From the above survey :

1. Around18%usesinternetfoechattinglikefacebook,watsappetc
2. 30%usesinternetasapartoftheirbusinesslikeemail
3. Only1%usesitforecommerce.
4. 14%consumerusesinternetonlytodownloadthings.
Q. 9
You cannot live without ?

The above survey mostly youngster about 18/25 years of age has selected
computer with internet (50%)
It was strange that only few people have selected books as you can’t live without.
Q. 10
Do you think that the face of advertisement is
transformingintermsoftechnologicalandcultural impact?

From the above survey,

Around60%hasgivenapositivereplyonculturalimpactsuchasstandardof living,
incomeetc
But around 40% has given negative response as they don’t feel any transformation
as during survey.
 FINDINGS

1. Mostofthepeople actuallyunderstandthe value and opportunities of Digital Marketing.

2. Withthe study of Digital Marketing, I came across the emergence and extreme
growth of Digital Marketing in today‘sscenario.

3. Most of the sectors initially opt for the Digital Marketing Channels name
search engine optimization, search engine marketing and social media
marketing and later the company thinks of other channels which conclude that -
These three channelsareunderHighlyAcceptancerate.

4. Most of the customers are satisfied with the Company.

5. The overall performance of Sony India Private Limited isquitegood.

6. TheGoodwilloftheSonyIndiaPrivatelimitedisverygood..
 LIMITATIONS

1. TimeConstraints
There was time constraints as the study duration provided was too short.

2. Lack ofInformation
Lack of sufficient information to carry the project in the specific manner.

3. LimitedInteraction
There was limited interaction with the concerned head due to their busy schedule.

4. Lack ofInterest
The sources through which the informations are collected did not take much
interest while responding.

5 Bias The findings of the study are based on the information retrieved by the selected
units.
1. Business Development Process starts from research and ends at projectclouser.

2. Social Media has become a key part of digital marketing, with anincreasingrate.

3. Digital Marketing give business the chance to increase brand awareness.

4. Since, a growing number of companies are now using social media to market
their business, other businesses that are not taking help of digital marketing are
missing out on potential customers.

5. Social Media Marketing is a unique part of your digital marketing strategy as it

provides the opportunity tointeract directlywithcustomersandpotentials.
1. Establishacross-departmentworkflow.
The most important piece of improving marketing operation is establishing a
project workflow between marketing and the rest of the organization.

2. HireaStrategicAnalyst.
The first hire in the marketing operation role should be a strategicanalyst.
ThisroleisfocusedondevelopingROImeasurementsformarketing.Once the
tracking is in place, then everything else within marketing should be aligned.

3. Alignallconsumerinsights.
A team that is interactive not only with the marketing team but also the product
team, as well as with others who touch the customer technology.
Theyhavetounderstandthefullcircleofcustomers‘curiositiessotheycan
puttogetherarealrobustview.

4. Establishkeymarketingmetrics.
Company should establish 2 to 4 key metrics that will guide the company about
its efforts. For example, Percentage of leads vs. unique website visitors.

5. Keepexperimentingwithnewmarketingtechniques.
Great marketing is about experimentation, testing and measuringdifferent
approaches to find what works best. An issue which generally marketing
departmentfacesisthateveryonehastheirdiscreteresponsibility.
BIBLIOGRAPHY

1. Sony India Private Limited Magazine Journal and Bulletin.

2. An analysis of Digital Marketing.
3. marketing research: G.C.BERI

WEBLIOGRAPHY

1. https://en.wikipedia.org/wiki/Digital_marketing
2. https://www.digitalvidya.com/blog/10-digital-marketing-techniques-to-
optimize-internet-marketing-in-2017/
3. https://econsultancy.com/.../62821 -how-sony-uses-f acebook-twitter-
pinterest-and-google
4. https://en.wikipedia.org/wiki/Sony#Entertainment
5. https://en.wikipedia.org/wiki/Sony_India
6. http://panmore.com/sony-corporation-vision-statement-mission-statement
 Questionnaire on Digital Marketing in India

Name: Gender: Occupation:

1. WhatdoyouthinkaboutDigitalMarketing?
 Entertaining
 Awareness
 Irritating
 Annoying
 TimeWaste

2. ForwhichpurposeyouwatchTV/Radiocommercialsduringbreak?
 Informative
 Entertaining
 Awareness
 Irritating
 Annoying
 TimeWaste

3. Whichmodeofadvertisinginfluencesyoutobuy/suggestanyproduct?
 MagazinesandNewspaper
 Friends andRelatives
 TVCommercials
 OnlineAdvertisement
 SocialNetworkingSites

4. Whichmodeofadvertisementyouprefer?
 TVCommercials
 PrintAds:Newspaper,Magazines
 OOH: Banners,Posters
 OnlineAds:Emails
 5. WhichmodeofAdvertisingwouldyouTrust?
 RecommendationfromConsumers
 Radio
 TV
 Newspaper

6. Doyouchangechannelsduringcommercialsbreak?
 Never
 Depends onAds

7. Doyousee/checkonlineads/mailswhenyousurftheInternet?
 Sometimes
 DependsonAd
 Often

8. YouuseInternetfor...
 Chatting
 Email
 Information
 Entertaining
 E-Commerce
 Downloading

9. Youcannotlivewithout...
 Computer withInternet
 TV
 Mobile
 Ipod/MusicPlayer
 Books

10. Do you think that the face of advertising is Transforming in terms of

TechnologicalandCulturalImpact?
 YES
 NO

(Signature of Respondent)