asamsfinal-140615034704-phpapp02 (1).doc - A REPORT ON...

This preview shows page 1 - 8 out of 91 pages.

A REPORT ON UNDERSTAND THE ECOSYSTEM IN DIGITAL MEDIA MARKETING By YOGESH PAWAR Enrollment No. 13BSP1195 EPRISE SERVICES PRIVATE LIMITED
1
A REPORT ON UNDERSTAND THE ECOSYSTEM IN DIGITAL MEDIA MARKETING By YOGESH PAWAR Enrollment No. 13BSP1195 A report submitted in partial fulfilment of the requirements of degree of “Bachelor Of Business Adminstration” EPRISE SERVICES PVT LIMITED 2
DECLARATION I, Yogesh Pawar, enrollment no: 13BSP1195, hereby declare that this project work entitled “ Understand the ecosystem in digital media marketing ” is my original work. I further declare that this report is based on the information collected by me and has not been submitted to any other university or academic body. Date: Yogesh Pawar 13BSP1195 3
ACKNOWLEDGEMENT I thank to the God Almighty for showering his blessing at each stage of this project work. I wish to extend my heart fully thanks to Mr. Rahul Vengalil (Company Guide), Director, Isobar India, Bangalore division for his friendly help and encouragement given to me. I wish to extend my profound gratitude to Dr. Madhusudhan Zalki, IBS Bangalore for his guidance and valuable suggestions throughout my internship. I express my sincere thanks to all faculties of IBS Mumbai & IBS Bangalore for their encouragement to complete the project work within stipulated time. I express my sincere thanks to the Mr. Toshal Shenai, Account Manager, Isobar India and Mr. Manoj E, Assistant Manager, Isobar India for assisting in carry out this internship. I wish to extend my special gratitude to all team members of Isobar India for supporting me in carry out this internship. My hearty thanks to my friends and parents who were always there with support and encouragement. Finally, I would like to express my sincere gratitude to all those who have helped me in the completion of this humble effort. PLACE: DATE: ASAMS V.K 4
Contents DECLARATION .................................................................................................................................... 3 ACKNOWLEDGEMENT ...................................................................................................................... 4 EXECUTIVE SUMMARY .................................................................................................................... 8 1) INTRODUCTION .......................................................................................................................... 9 1.1) Digital Media Marketing or Digital Marketing ..................................................................... 11 1.2) Isobar India ........................................................................................................................... 11 1.3) Client Servicing .................................................................................................................... 11 1.4) Scope of the Internship ......................................................................................................... 12 1.5) Methodology ......................................................................................................................... 12 1.5.1) Client servicing ............................................................................................................. 12 1.5.2) Understand the consumer buying behaviour of Indians in digital era ........................... 13 1.6) Limitation of the Internship .................................................................................................. 13 2) INDUSTRY ANALYSIS .............................................................................................................. 14 2.1) Business Model of Industry ....................................................................................................... 17 2.2) Porter’s Five Model Analysis of Digital Advertising Industry .................................................. 19 3) ISOBAR INDIA ............................................................................................................................ 21 3.1) Vision ........................................................................................................................................ 22 3.2) Functions in Isobar .................................................................................................................... 22 3.3) Management .............................................................................................................................. 23 3.4) Awards ....................................................................................................................................... 23 3.5) Major Clients ............................................................................................................................. 24 Global Clients ............................................................................................................................... 24 Indian Clients ................................................................................................................................ 24 3.6) Supporting Tools ....................................................................................................................... 24 3.7) Collaborations in Digital Ecosystem ......................................................................................... 25 3.8) Financial details of Isobar Bangalore ........................................................................................ 25 3.9) Competitors ............................................................................................................................... 25 3.10) SWOT of Isobar India ............................................................................................................. 26 4) INDIA & INTERNET POPULATION ......................................................................................... 28 4.1) Gender Wise .............................................................................................................................. 30 4.2) Online Behaviour of Indian Internet Users ................................................................................ 30 5
4.3) Mobile Internet Users ................................................................................................................ 31 4.4) Social Networking ..................................................................................................................... 32 4.5) Entertainment and Online Video ............................................................................................... 33 4.6) Media Consumption of Indian’s ................................................................................................ 34 5) Digital Marketing .......................................................................................................................... 35 5.1) Digital Ecosystem ...................................................................................................................... 36 5.1.1) Search Engine ..................................................................................................................... 36 5.1.2) Displays .............................................................................................................................. 37 5.1.3) Mobile Marketing ............................................................................................................... 37 5.1.4) Social Media Marketing ..................................................................................................... 37 5.1.5) eMail Marketing ................................................................................................................. 37 5.1.6) Video .................................................................................................................................. 37 5.1.7) Analysis .............................................................................................................................. 38 5.1.8) Content Management ......................................................................................................... 38 5.1.9) Advanced Targeting ............................................................................................................

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture