Importance of Digital Marketing in Business Development

SIP project report submitted in partial fulfilment of the requirements for the PGDM
Programme

By: Vivek Purohit

2017111067

Supervisors:1. Mr. Siddhartha Singh (Company Guide)

2. Prof. Rajeev Kamble (Faculty Guide)

Institute of Management Technology, Nagpur

2017-19

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 ACKNOWLEDGEMENT

It is a matter of great satisfaction to present this report on “Importance of Digital Marketing in

Business Development” at Blackcab in Mumbai. I take this opportunity to thank everyone involved
in the process of this Summer Internship Training.

I would like to express my sincere gratitude to Mr. Siddhartha Singh, Head – Marketing,
business Partner & Co Founder, Blackcab, Mumbai for providing me an opportunity to pursue
a project in my field of interest.
My special thanks to Mr. Rishikesh Bhanushali, HR Director, Blackcab, Mumbai for his
constant support and motivation throughout the internship and to Mr. Aayush Bansal, Co-
Founder, Blackcab, Mumbai for his consistent encouragement and guidance without which
this project would not have been possible. The internship was an immense source of learning
and a pleasant experience. It made me familiar with the professional conduct and the culture
that prevails in an organization.
For the completion of this project various people have put in lots of effort. I would also like to
appreciate the entire team of Blackcab for their supportive attitude and for answering my
queries which helped me in a better understanding of the market, the services that prevail in
the market and most importantly the functions of the company.
Most Importantly I would like to thank my Faculty Guide, Prof. Rajeev Kamble, for his
constant support and help throughout my Internship.

Vivek Purohit

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COMPLETION CERTIFICATE

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 TABLE OF CONTENT

1. Introduction and Objectives……………………..…………………………………5

2. Company Analysis……………………….…………………………….…………..8

Services Offered…………………………………………………………....….9

Departments……………………………………………………….....……...…9

Relevance of the project with Company Objective………………….………...10

3. Basic Concepts used in the study……………………………………………………14

4. Projects worked on…………………………………………………………………..16

5. Results and Interpretations…………………………………………………………..21

6. Conclusions…………………………………....…………….....................................25

7. Recommendations…………………………………………………………………...26

8. Limitations of the study………………………………………………………..........27

9. Scope for improvement……………………………………………………………..28

10. Appendices………………………………………………………………………...29

11. Bibliography……………………………………………………………………….30

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 INTRODUCTION

Digital Marketing is marketing & promotion of one’s products/services using the digital platforms,
online. Web today has opened the entryway of unlimited open doors for organizations. They can contact
potential customers. Hold their old clients and draw in new ones. Increment the span and perceivability
to the majority which can help in the development of the business. Digital marketing can do all of this.

In today’s dynamic business environment where everything is a click away, the sellers have no option
but to increase their footprint in the digital space. Any brand with an online presence gets noticed faster
by the customers who are always active on their screens today. Digital marketing also helps generate
leads and increase sales.

Digital marketing can be done using different techniques. Some of them are as follows:

• Content Marketing: Content rules the realms. As it is said “No matter what technique or
platform you use, ultimately what appeals to the audience is the content you use”. It is the right
usage of SEO Keywords, correct information in blogs or the proper words used in your posts
on different digital platforms, what really matters is that your company is generating the kind
of content that people will be willing to read where they want to read.

• Search Engine Marketing (SEM): SEM means improving the presence of the products on
search engines. This is done through paid advertising. For example, if someone is searching for
a pair of Nike shoes then the advertisements which will appear on different websites which the
person encounters will be of Nike shoes only. This makes SEM targeted in real time and highly
measurable. However, due to the expensive pricing of the keywords, SEM is not a preferred
technique even though it is still used by businesses.

• Search Engine Optimization (SEO): SEO means ranking the link of the website at the top of
the search results. This increases the number of visitors or traffic on the website in the “organic”
results. This could be done by strengthening the number of backlinks, changing the content on
the webpage, HTML along with coding in a way that it increases the relevance of the specific
keywords and removes barriers to indexing activities of the search engine.

• Mobile Marketing: The incoming of smartphones and growing popularity of its usage
elucidates why mobile marketing is becoming popular day by day. The right digital strategy
will incorporate creating the right buyer persona, followed by setting goals and tracking
performance. Mobile marketing as such would incorporate use of SMS, MMS, mobile apps etc.

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• Email Marketing: Email marketing is about spreading a word about your products to current
and potential customers by pushing e-mails. This type of digital marketing helps in generating
leads and increasing sales. However, sometimes when this tool is misused and the customer is
bombarded with emails, the customers end up blocking them or unsubscribing to the emails.

• Social Media Marketing (SMM): SMM means using the social media to connect to the
customers and promote one’s product. Social media helps increase the visibility for the firms
and gains a lot of attention from the customers because in today’s world everyone is glued to
the screen and always connected to the internet. Pages, events can be created in the name of the
brand and then all the information and communication can be done through those pages only.

Engage Run Social

Research Creating Sharing Analyze
with the Media
& Planning content Content the results
audience campaigns

Fig 1 : The Social Media Marketing Process

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 OBJECTIVES OF STUDY

The objectives of Marketing that I got to learn in this study are as follows:

• Lead Generation: It is referred to as potential customers whom we can do business with

or who are need of the services or goods that we provide.
• Brand Awareness: It is referred to as making our target audience aware of our offerings
by using various mediums such as social media and other online platforms.
• Creating relevant content for the target audience: It is referred to as creating content in
such a way that the target audience gets the right message.
• Increasing the number of visits on a website: It is an important part of digital marketing
if you want more customers for your business.
• Improving the conversion rate of the leads: It implies converting leads to customers
and sustaining them for a longer run.
• Bringing in new innovations: It is crucial for a business to bring in new innovations in
order to maintain a competitive advantage.
• Analysing the trends and competitors.
• Understanding from customer as well as firm’s point of view.

The major part of my work consisted of taking care of the client’s needs, constantly being in
touch with them, choosing the right platform for promoting their products and seeing how
customers reacted to different online promotional campaigns. Rest of my work consisted of
coordinating with the design team, making sure the creative was made according to the clients’
demand on time. This was extremely necessary as without the coordination between the design
team and the marketing team of Blackcab and the client, finishing any project on time would
have not been possible.

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 COMPANY ANALYSIS

Blackcab is a design-centric digital agency that was founded in 2017. The team is headed by
Mr. Aayush Bansal – Design Head, Mr. Siddhartha Singh – Marketing Head and Mr. Rishikesh
Bhanushali – the Logistics Head. Currently, the central resource system for 10 other start-ups,
small businesses and corporate. Blackcab prides itself on its diversity, young energy and
boldness.

Blackcab is a digital creative agency that provides a bouquet of design-oriented services like
content creation, social media, website development-maintenance and offer business solutions
to client's problems.

Blackcab works across three verticals –

1. Web Architecture Support- It includes:

• website designing
• website maintenance
• website development

2. Design Support- It includes:

• Illustration
• Animation
• User Interface/ experience design
• Campaign concepts

3. Online Marketing Solutions- It includes Search Engine Optimization, Social Media

Management and Marketing etc.

• Planning
• Campaign generation
• Research
• Promotion

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Services Offered

• Website hosting and maintenance: Blackcab offers a wide range of website hosting
services in India that are custom tailored to the needs of your website. We manage and
support the servers, their software, security, bandwidth and speed in a cost-efficient
manner.
• Search Engine Optimization: We ensure that your website's architecture is search
engine friendly and optimized for internal navigation, link landscape and content.
• Innovations: At Blackcab, we help create innovative UI and UX experiences that are
integrated with your company’s core features that need to be highlighted in order to
beat competition and drive sales. We also provide custom themes for events, trade
shows, etc
• Web Design and Development
• Social Media Marketing: We as a social media agency in India have helped several
brands by providing all the expertise needed in this field and managing their social
media accounts.

2.3 Departments

Blackcab has its head office in Juhu, Mumbai. The major departments of Blackcab are-

1) Marketing Department- Blackcab being a digital marketing agency has its heart in
the marketing department. The marketing department actively coordinates with the clients
and comes up with different ideas for serving the clients.

2) Development Department- The development team works in the areas of website

development and designing, web application development etc.

3) Design Department- “A picture is worth a thousand words.” – Digital Marketing

depends a lot on the creatives and it is the design team which handles all the creatives for
the social media platforms, wireframes for the websites, etc. of the clients.

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 4) Finance Department- The Finance department handles all the payments to and from
Blackcab.

The department in which I was working was the marketing department. However, each and every
department was interdependent. For example, for pitching, the ideas for the creatives were given by
the marketing department which the design department used to make. The pitching was made in
accordance to the budget which the client had for the service and the bifurcation was given by the
finance department. The development department also coordinated with the marketing department
because it was only the marketing department that dealt with the client. So, the work which I did,
included coordinating with all the concerned departments along with client servicing.

Relevance of the project with the company objective:

While working on the projects that I was assigned during the tenure of my SIP I realized how every
project was always in line with the company’s objective in some way. Regular contact was maintained
with all the clients for every project updating them about all the improvements taking place and
customizing the project according to their demand constantly. Strict timelines were set

and followed. Also, the marketing team was always on their feet thinking of new innovative ideas

to stay ahead of time. Blackcab has retained most of its clients which shows how they

maintain the bond with their clients and make sure all their needs are taken care of on time and fetching
out the best results.

While working in the marketing department, I was in constant interaction with the other departments
as well. To make sure that the creatives which were needed for any project were made according to

The clients’ specifications and on time, constant communication with the design team was necessary.

If I worked on anything which dealt with payments, I had to inform the finance team. All the projects
were in context with the Company’s overall objective of providing digital marketing solutions.

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Clients of Blackcab-

1) Syahi Writing Instruments

Founded by Sanay Shah, a mechanical engineer and longtime fountain pen aficionado, and
Aayush Bansal, a designer, entrepreneur and a fountain pen enthusiast too. Their shared love
for all things fine and arts lost in time lead to the creation of Syahi.

Set out to change people impression of Indian fountain pens, they handcraft and finish each
Syahi pen using the finest materials, standardized processes, German mechanics and thorough
quality checks.

Exquisite woods are ethically sourced from around the globe to create Syahi pens. The age of
the wood is reflected in its grain and characteristics. The pen is finished with a matte lacquer
to best flatter the wood.

To ensure quality, only the heartwood of the tree is used to craft Syahi writing instruments,
assuring the cleanest grain. Each expression is limited to a few pieces, all from the same tree.

Website link: http://www.syahiindia.com/

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2) United Strength, the Gym

United Strength, Juhu, is a boutique fitness facility that was founded in 2011. It was founded
with the aim of bringing holistic fitness solutions that include: assessment, pre-hab, rehab and
diet coaching accessible to more people. Our motto is that getting fit should be fun. Our team
consists of some of the best highly-trained coaches in the industry and was co-founded by
Klinton Rebello, Vishnu Venugopal and Aayush Bansal. The current team has 10 people that
include trainers and administrative staff. It is located on NS Road Number 2 in JVPD Scheme
United Strength.

At the gym, every Member is taken through a Strategy consultation before on-boarding.
Based on your current fitness level and lifestyle, a training program and a basic nutrition plan
are charted out. All members, throughout their membership tenure, will have access to our core
team for any training and nutrition related queries.

Website Link: http://www.unitedstrength.in/

3) Saturday Art Class and ĀTO

Saturday Art Class is where art and imagination uplift education. A uniquely designed
initiative that aims to enrich and develop social disempowered children through a variety of
holistic and value-based modern art curriculums. Conducted in BMC Schools, low-funded
private schools and orphanages throughout the city, our dedicated team of Industry experts,
Co-coordinators, Mentors and Volunteers design and facilitate each class to achieve various
following learning curves. Saturday Art Class was founded by Ms. Manasi Mehan and Ms.
Chhavi Khandelwal. Currently, Saturday Art Class is partnered with 9 BMC / Low-income
private schools and 1 orphanage across the city of Mumbai, has 1000+ children under its wing
and a mentor community of 200+ people.

ATO is a Japanese word which means “All things that Art encompasses”.

ATO handcrafts extremely adorable and comfortable ‘alterbasic’ wear inspired by the artwork
of young, financially disempowered children. A brand designed to give back to and support the

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initiative by SArC. ATO is meant to be a conversation starter and a way to mark your
contribution to Saturday Art Class while you dress.

Website Link: www.saturdayartclass.com

4) Alta – A Creative High

Alta is a restaurant, bar and art space located in Lokhandwala, Mumbai. It is creative space to
eat, drink and celebrate the beauty and vibrancy of art. Their venue encompasses elements of
both visual and performing arts, from street, abstract and digital art to music and dance. We
have collaborated with local artists and organizations to showcase talent and creativity in all
form; to provide a platform and create a community.

5) The Alpha Urbane Project

TAUP was founded in 2017 by Aditya Madnani, an eighteen-year-old studying at the Indian
School of Management and Entrepreneurship. TAUP serves as a unique venture that focuses
on grooming and molding young adolescents in leadership exercises and making sure that they
are ready to enter the professional world. It focuses on primarily building the individual’s soft
skills.

Website Link: http://thealphaurbaneproject.com/

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 BASIC CONCEPTS OF THE STUDY

Concepts used in the projects-

Segmenting, Targeting and Positioning:

This concept is as relevant in the digital marketing field as is anywhere else. When we run ads
on Social media we need to choose the audience whom the ad will be visible to. So it is
necessary to know the demographics, interests of the audience. Accordingly, they could be
segmented and then targeted. The kind of content one posts on any social media would vary
according to one’s target audience. This concept was used in all the project that I worked on.
For example, while designing the campaign for the EDVANCE preschool in Hyderabad, it was
important to understand the demographics and the type of crowd in the proximity of the school
to give them tailor made solutions. So STP was used extensively.

Client servicing and Pitching:

Client servicing would mean to keep your client happy, making sure that all the work properly
within the given time frame and budget. According to me, it also includes creating new clients
by pitching your ideas to them. What is of utmost importance in client servicing other than
getting the work done on time is nurturing your relationship with them for long term purpose.
Constant communication should be done with the client at every stage of the project. For
example, RURAL SHADES, a handicraft company has been a client of Blackcab since its
very inception. For RURAL SHADES, regular client meetings were undertaken to update
them about all the updates and discuss about the future course of action and their expectations
from it.

Competitor Analysis

Competitor analysis is knowing what your competitors are doing and analyzing it to know what
you should look out for and how your target audience is reacting to them. Knowing your
competitors is as important as knowing about your own business and its scope in future. It is
equally important for the established brands and the new ones entering the market, especially
in the digital world where everything is just a click away. For the established brands, it is
important for them to know what the new entrants in the industry are doing and how the other

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established brands are reacting to it. While for the new businesses entering a market, it is of
utmost importance to study their competitors, learn from their experiences and then make well
aware decisions to operate in the industry. For example, SYAHI- Luxury writing instruments,
is just entering the market. So it was important to first analyze the existing players in the
market, see what they are doing, how the customers have reacted to premium pens, what
worked the best for them before doing anything else. On the other hand, for an established
brand like Cadbury also competitor analysis was equally important to know what the
customers are liking and what they are not.

Ideation and content generation

Ideation and content creation is one of the most important things in the digital space. Since
there is no face to face interaction with the customer, all the information about the
product/service is through the content you put out on the internet. You can increase your reach
by using the right content in your posts. The perception about your company to a large context
depends on this content. To put in simple words, Content is the king in the click and mortar
world. The type of content also varies on different platforms.

For example, for Gourmet- The cake shop, I prepared a content calendar which consisted of
all the content that was to be posted on Facebook, Twitter and Instagram for each month.

Types of Facebook Ads-

There are different types of Facebook Ads. They can be video ads or photo ads. The different types
of photo ads are given below-

Lead Ads- The leads ads are used to generate leads or information about the users. The users
are required to fill out information about themselves while staying on the Facebook page itself.
The information gets saved in the Facebook Ads Account of the business. The information can
then be used by the business for targeting the potential customers.

Social Ads- The social ads are used to promote the business. The Call-to-Action (CTA) button is
displayed on the advertisement. It leads the user to another landing page which is different from
the page on which the user is currently.

Carousel Ads- In carousel ads, multiple images are displayed in the advertisement. The user can

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click on the side buttons and go through the different images. Different products or features can be
displayed using this.

Slideshow Ads- Slideshow ads also have multiple images. However, the images keep rotating on
their own within seconds. The user does not have to swipe through the images to have a glimpse of
the products or features displayed by the business in that advertisement.

Single Image Ads- As the name suggests, only a single image is displayed in single image ads.
There are no stories along with the images.

PROJECTS WORKED ON

Creating Database

I joined Blackcab a little late because I was a part of international student exchange program.
Thus, it took me a week to get acclimatized to their working culture and understand how the
business takes place. The owners were very supportive and provided all the information needed
to be on the same page with the other interns and take it ahead.

The very first project I worked on was to create a database of builders, coaching classes,
preschools, hostels, brokers, salons, gyms and hospitals. This at first seemed to be a
monotonous job as it just required accumulating data from the internet in a sheet but after doing
this for a while, I realised its significance. Blackcab being a digital creative agency mostly
worked design and content-oriented projects which they got because of their intense social
network. With us, interns joining the company, it was a great opportunity to expand their wings
and tap new market niches and gather more clients.

After collecting data and making adequate database, I started cold calling these people from
various industries pitching them for the bouquet of online and offline services Blackcab
provided. At the start, I was a little apprehensive about cold calling and the very thought was
a little scary even though I am good at communication. I was reluctant to make my first call. I
talked about this to my project guide who was also a marketing director at Blackcab, he backed
me up and told me this is the very foundation and everyone has to start from here and showed
confidence in me that I would be able to do it. That gave me a boost and there was no looking
back.

As I kept on making these calls, I realised I was getting better at this. At first, I used to pitch

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everything that the company did to the clients but eventually I realised not everyone would be
interested in knowing all of it nor would they be having time. So I started understanding the
genre of the industry and started pitching accordingly. So for example, when I was talking to
builders, I would only pitch them for website development, improvement and lamp post
advertising and not social media because it doesn’t give them as much of a visibility and
exposure as the offline means. Similarly, for gyms and preschools, we stressed more on the
lamp post advertising as these businesses are most affected by visibility.

Cold calling in itself is an exhaustive job and isn’t generally very fruitful but eventually your
efficiency improves and I was no more scared of talking to random people and pitching them
my services. And when I converted my very first client, it was altogether a different feeling. I
am attaching a snapshot of my database for better understanding.

Social Media

During my time at Blackcab, I was given an opportunity to handle social media accounts of
our clients. I was handling the Facebook and Instagram accounts of Gourmet-The cake shop
and Rural Shades. While I was handling these accounts, I figured social media is not just about
posting but has a lot of analytics involved in it. You constantly have to interact with your
customers, respond to their queries and address their opinions and wishes. I realised it is also
important to be active in the niche you are in, for example while handling the gourmet page, I
frequently used to check for trending Hashtags (#) in the cake and bakery industry and interact
with the other bakers. They in turn used to revert back and helped me generate organic traffic
on my page. Other than this, it also required constant interaction with the clients to understand
what message they wanted to communicate and the tone of the same. These trivial things do

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make a lot of difference as if your tone is friendly and amiable, customers or the viewers find
the page more approachable and they don’t flinch before sending us a text or asking a query.
Also, I was the bridge between the clients and the design team of the Blackcab. It was important
to communicate the needs of the clients clearly to the design team because they were the ones
who used to transcend their message into a digital form with an appealing layout. Here is a
screenshot of the two pages I handled:

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Content Writing

Apart from writing captions and maintaining social media accounts, I was also asked to write
press release for Rural Shades which is to be published on online platforms like
yourstory.com, mysuccessstories.com, entrepreneur.in etc. Here is the draft of it:

Press Release

Aficionados of handicrafts, 5 ambitious individuals from different walks of life joined hands
to preserve the heritage of the handicrafts and empower its artisans and their community. They
did their homework to quickly realise, the handicraft industry had an immense potential and it
is brimming with opportunities with increase in demand from fashion, real estate, retail
industry; development of tourism and improved accessibility to internet which is a promissory
distribution channel.
To capitalise these opportunities, they started a company called “Rural Shades”. While getting
acclimatised to the nature of the industry, they fathomed the nuances and intricacies which
could not be ignored. Soon they figured, it is difficult to balance the cultural and commercial
value of handicraft products. Primarily, their objective is to create an environment that helps
the industry to compete on the global basis and to build an environment that focuses on: Wealth
Creation, Infrastructure Development, Training, Technological Development, and Poverty
Alleviation etc. to enhance the sector performance and ameliorate the standard of living of
those perusing it.
Rural Shades today deals with artisans and craftsmen from all across the India specialised in
various regional and traditional art forms such as terra cotta products, stone sculptures, black
stone pottery, Mithila paintings, driftwood furniture, silk painting, general home décor, wooden
cutlery etc. This makes up a wide array of products in their portfolio and they are in a constant
pursuit to improve and increase it by adding more value and crafts from the rural shadows to
the cosmopolitan light. This business model not only preserves the age-old traditions and skills
of handicrafts flowing through generations but also preserves it from dying by providing a
better cut to its makers, motivating them to continue.
Rural Shades marks its presence across all the major export portals and majorly deals with
Business to business(B2B) marketing. Today it exports to major countries like Romania,
Australia, Israel, Norway, China, United Kingdom, United States of America, Canada, West
Indies, Dubai etc. Recently, it has expanded its wings and paved a way to B2C channel by
launching a website, opening a pavement to make these products more accessible to the
consumers and expand its market. In years to come, Rural Shades vouches to carry forward the
legacy and rich heritage of handicrafts by embarking it as a part of our day to day consumption.

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Edvance Preschools

This was an assignment which I personally really enjoyed working on. It was an immense
learning curve. Here we had to design a social media campaigns for their new branch in
Hyderabad’s Hitech City which is predominantly an IT sector.

I implemented basic marketing tools of Segmentation, Targeting and Positioning to gauge the
demographics and psychographics of the audience. After that was done, I did profiling of the
few individuals living in that area to dig deeper into their understanding and psyche. With those
results, it was time to understand the competition and do the necessary analysis. Key take-
aways were drawn from it and content buckets were created. I checked what worked for the
competitors and what did not thus help me form appropriate strategies for my brand.

Since I was working for a preschool, I thought of creating a mascot for kids to look up to and
designed social media campaigns to connect with the parents at the same. I also ran a campaign
on Instagram and Facebook to generate leads and have a tentative budget. Created hashtag that
will go trending- #CaringJustLikeYou and launch a campaign with the theme- “Home away
from home”.

Contest Posts Contest

Posts

Promotional Motivational Topical Blog

KLAY
posts posts Posts Share

Kidzee
Customer
Topical Posts Trivia Trivia
Feedback

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 Results and Interpretations
Preschools
No of calls made Interested Client Meetings
11(JUHU) 3 1
12(BANDRA) 1 1
Analysis:
• I pitched preschools for social media around areas in proximity.
• Few were interested and had meetings with two clients.
• Both the clients are in negotiations.

Builders
No of calls made Interested
38 5
Analysis:
• We targeted builders for website development and maintenance and mostly in Gujarat
because builders in Mumbai region were mostly up to date with technology.
• Mails were sent to those who were interested. They would revert back when needed.
• Since we were dealing with Gujarat belt, no meetings were held.

Gyms
No of calls made Interested Client Meetings
23 3 1
Analysis:

• Blackcab’s major client is United Strength which is based in Juhu hence I

concentrated on areas away like lokhandwala and malad.
• We pitched the gym for the lamp post advertising hence this business is affected by
visibility.
• We converted one meet with the client and closed it.

Hostels

No of calls made Client Meetings

10 1
Analysis:

• Low response because hostel business is dominated by one major player.

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 Salons

No of calls made Interested

14 2
Analysis:

• Out of the calls made, two of the clients are soon going to be opening new branches
and would contact Blackcab in the near future for social media promotions.
• Salons are stepping up to digital platforms as well but offline modes of advertising
still dominate.

Corporate gift houses

No of calls made Interested Client Meetings

30 21 5
Analysis:

• This was for the collaboration of SYAHI with corporate gift houses.
• Product is of premium quality and interests many clients.
• Pricing is premium (7200/- per piece) hence conversion is low.
• 3 deals are in the pipeline.

Analysis for Gourmet- The Cake Shop:

• The account was made from scratch and reached 150+ followers within 2 weeks
organically.
• Target audience is from Mumbai.
• Since the profile is in an infant stage, it is yet to be converted into business profile but
consumers have already started calling and inquiring about the cakes.
• Reach has increased since the first day I started posted and people have started
interacting on the page with the brand.

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 Analysis for Rural Shades:
• Target audience is mostly from Mumbai.
• Handicraft products have an equal reach for men and women.
• Most appropriate window to post is after lunch hours i.e. (2P.M-4 P.M).
• Propagating stories of artisans to create a sense of authenticity.
• Change in communication: From pushing products to telling stories.
• Comments and inquiries and increased. Customers want to buy from a specific artisan
after reading their story.

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Analysis for Edvance:

Competitors:

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 CONCLUSION

The importance of digital marketing is increasing day-by-day. Even though it has been more than two
decades of the birth of the web, people are yet not accustomed to using the same for competing. They
generally feel that digital marketing is just an add-on for the promotions.

However, during my internship at Blackcab, I realised that digital marketing is not just an additional
expense to boost the brand awareness and equity but is in fact a very important tool for maintaining
consistent relationship with the clients.

With the help of internet, the world is a click away for the customers. Using this powerful tool, any
business can reach great heights. Businesses are soon realising the importance of digital marketing
and getting aware that how a business can be turned into an entity using social media marketing. They
are also moving towards mobile marketing because they know that it is easy to market a product with
the help of that.

Now, let’s look at some numbers in the digital marketing space:

• In 2017, digital media grew 29.4%(source-Forbes).

• Digital media spend to increase by 30 per cent in 2018 and will command a share of
24% of overall ad spends by 2020(Source - ET)
These numbers directly translate into tougher competition between brands on the digital space
and the need for innovative solutions intensifies. A good digital marketing strategy will have
plans to compete for the saturated attention of the audience.

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 RECOMMENDATIONS

In today’s world everyone is turning towards the digital space. With the cut throat
competition, differentiation is the key and now cost cannot be a differentiating factor
anymore. The more you innovate and do more than what you are expected to do the more you
will be able to stand out of the crowd.

From my experience at Blackcab, I would like to give the following recommendations:

• Invest in Designing
Majority of their business is Design driven. Currently they are working with one main
designer and one intern but at times work gets pilled up or they are burdened with
frequent deadlines. They handle multiple assignments at the same time and keep
switching as per business needs. I believe if they have another designer, efficiency
and quality of work will improve.

• Invest in Content Marketing

Good content rules today’s world. So maybe shelling out more in generating the work
content and making it richer will help them retain the clients more and stand apart
from the crowd.

• Invest in analytics
All the money that is spent in buying the media online sometimes goes in waste
because it doesn’t reach the right audience. Analytics can solve this problem.

• Co-Working Space
Blackcab is expanding and shifting to a bigger working space, preferably a bungalow.
Idea is to integrate all their businesses under one roof. They can keep the first floor
for the office work and convert the ground floor into a co working space for other
budding start-ups. This would help in networking and collaborating.

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 LIMITATIONS OF STUDY

• The whole experience was an enriching one but like every study there were some
limitations in this study as well. At the time of creating database for my project, I faced
an issue regarding finding credible data because we had to rely on facts and figures
from Google. Moreover, the data available on Google was outdated and not relevant to
our research.
• When we were pitching to a new prospective client who was already working with
another digital agency, they asked if we have ISO certification to ease the modifications
and understanding of their work as it is more convenient to hand over work.
• Since it is a start-up, internal communication was a little informal by choice but
sometimes it created delays and important information was not delivered at the right
time leading to tremendous work pressure on one department during deadlines.
• A lot of clients still do not see digital marketing to be as important as other forms of
marketing, so the budget that they set aside for it is not that much. However, even within
this restricted budget they want a lot of things which might not be possible because
everything on the digital space is not free.
• Also, another constrain was time. These two months were not enough to learn about
digital marketing. There are so many different angles and skills to it which just cannot
be learnt in such a short span.

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 Scope for Future Improvements

• Gone are those days when marketing was limited to print, radio and television. With
technology growing exponentially, Businesses are realising that going digital is of
paramount importance. They are understanding how digital marketing can help their
business grow at a faster space.
• Also, since it’s a start up providing bouquet of services, it can expand its delta and
also get into Merchandising taking forward the corporate gifting domain and include
products mix of customised T-shirt, pen, Notepad etc.
• Blackcab is expanding one of its units in Ahmedabad, to start with, they can hire an
intern there to generate database and start pitching to the respective segment of the
industry for offline advertising and web development/maintenance.

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Appendices

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 BIBLIOGRAPHY

• Introduction:

https://www.quora.com/What-are-the-Techniques-used-for-digital-mar-keting-services-in-
India

• Company Analysis:

http://blackcab.co.in/

• Basic Concepts used:

https://support.google.com/partners/answer/2567043?hl=en&co=AD-
WORDS.IsAWNCustomer%3Dfalse https://www.shopify.in/guides/facebook-
advertising/types
• Marketing Management by Philip Kotler

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