COMPANY PROFILE
Nitroware Technologies Pvt Ltd, was established a year ago, as an IT Development and
Corporate Training company located at Coimbatore. The company introduce themselves as one
of the most credible software development. Nitroware Technologies Pvt Ltd is one of the
Technologies Pvt Ltd is a qualitative partner to provide complete Business Solution in People
Nitroware Technologies Pvt Ltd comprises a team of experts from industry and academia. The
company covers the entire life cycle of the Software Development process and also has expertise
Vision
Nitroware Technologies Pvt Ltd is eternally focused to bring quality outcome and to create
Mission
To provide best services and solutions to our clients with technical services having one and only
dominant, key property of success: Treating 'Quality' as the #1 priority, which apart from
providing Success, builds a strong foundation to the business with our Clients.
Software Development
Nitroware Technologies Pvt Ltd provides various services and solutions to their clients in the
area of Software Development especially in ERP, CRM and Mobile Application Development. It
has also now expanded the services on Search Engine Optimization and quality services.
● Client’s goal
Services
Application Development
Website Development
Corporate Training
Nitroware Technologies Pvt Ltd stands as a “PATH FOR SUCCESS”. Nitroware Technologies
Pvt Ltd is a rapidly growing company that provides Job Oriented Training and Professional IT
Services.
Today, Nitroware Technologies Pvt Ltd have strong footprint in Coimbatore and one of the
largest and best software training company along HPE International Certification Partner with
focus on R Programming, IOT(Internet of Things), Big data & Hadoop, Python, Java/ J2EE,
ASP.Net with C#.Net, PHP/Mysql, SEO, Digital Marketing, Android, Web Designing,
Embedded, Cloud Computing, CCNA .The company have Software Development and Corporate
Digital marketing– often called online marketing or e-marketing is essentially any marketing
activity that is conducted online through the use of internet technologies.
According to Dave Chaffey (2006) Internet marketing can be simply defined as achieving
marketing objectives through applying digital technologies. It is the application of Internet and
related digital technologies in conjunction with traditional communications to achieve marketing
objectives. It comprises not only advertising that is shown on websites, but also other kinds of
online activities like email and social networking.
Hence, the internet as a communication medium has broadened the scope of marketing
communications considering the number of people who can be easily reached including the
locations where they are reached, for example, from desktops to mobile smart phones. It has also
increased the richness of marketing communications by combining text, video, and audio content
into rich messages
Customer engagement is vital components to help marketers maintain a lasting relationship with
their customers. To achieve this goal, companies must utilize current digital tools to create a
strong online presence.
Digital Marketing and customer Engagement: Concepts, Methodologies, Tools, and Applications
is an innovative reference source for the latest academic material on emerging technologies,
techniques, strategies, and theories in the promotion of brands through forms of digital media.
Highlighting a range of topics, such as mobile commerce, brand communication, and social
media, actively involved in the marketing industry.
1. To analyse the approach this helps to get more business through digital marketing
(or)
Scope of the study
customer engagement, linking it to the digital marketing concept, market orientation, and online
relationship marketing, modeling the customer engagement cycle, and developing a customer
Limitations
3. As per the population of the study is huge, a sample size is 100 sample respondents is only
covered.
DIGITAL MARKETING
Digital marketing used to reaching right customers,Engaging the existing customers, stimulating
the customers to take actions and gaining maximum return with low cost. Digital marketing
consist of Display ads, e-mail marketing, social media marketing, search engine optimization,
pay per click and also web designing.
Digital marketing is important to anyone whose target audience uses the internet to help make
buying decisions related to the product or service. That’s pretty much every business these days.
Where traditional marketing was about pushing message out, digital marketing is about using a
message to pull people in.
Digital channels:
1. SEO-search engine optimization
2. SEM-search engine marketing
3. SMO-social media optimization
4. SMM-social media marketing
5. Campaign sms
1. SEARCH ENGINE OPTIMIZATION
Search engine optimization is a methodology of strategies, techniques and tactics used
to increase the amount of visitors to a website by obtaining a high-ranking placement in the
search results page of a search engine (SERP) — including Google, Bing, Yahoo and other
search engines.
SEO technique
● Designing and developing of a website to rank well in search engine results.
● Creating more traffic to a website via SE.
● Algorithm Vs what visitors might search
Keyword
A word or phrase entered into a search engine in an effort to get the search engine to
return matching and relevant results. Many Web sites offer advertising targeted by keywords, so
an ad will only show when a specific keyword is entered.
How SE works-
● Crawling
● Indexing
● Processing
● Calculating relevancy
● Retrieving results
Crawling - Fetching all the WebPages linked to website. It is done by software crawler or
spider.Googlebot (Google).
Indexing - Creation of index for fetched web pages and string in database for retrieval.
Processing - search request to process
Calculating relevancy - More pages results to search string.
Retrieving results - Last step, bring the best matched results.
Search engine optimization can be divided into two different categories: on-page SEO
and off-page. On page and off page SEO is that on page SEO refers to optimizing page code
elements, while off page SEO is about promoting value.
On-page
On-page SEO (also known as "on-site" SEO) is the act of optimizing different parts of
own website that affect search engine rankings. It's stuff that have control over and can change
on own website. Here are the biggest factors included.
● Title tags
● H1 tags
● Description
● Keyword density
● Keyword placement
Off Page
Off Page SEO techniques have to do with promotion. The goal is to increase visibility
so members of community share and refer to your page. There are a number of off page SEO
techniques which help build page authority to improve ranks. Here are a few popular techniques:
● Social media
● Link building
● Articles
● Blog / Forum
● PPC (Pay-per-click)
● CPC (Cost-per-click)
● CPM (Cost-per-thousand impressions)
● CPA (Cost per action)
● CTR (Click through rate)
PPC (pay-per-click)
Pay per click (PPC) refers to a type of advertising in which the advertiser pays for each
click on one of their ads. This can sometimes be a fixed amount of money per click, but more
often it takes the form of a fixed daily budget, with the value of each click fluctuating based on
factors like competition and search volume.
CPC (cost-per-click)
Cost per click" is a metric that measures the cost per click and that cost will vary
based on factors like how much competition exists for the keyword and fluctuations in search
volume.
The rate (expressed in a percentage) at which users click on an ad. This is calculated
by dividing the total number of clicks by the total number of ad impressions. CTR is an
important metric for Internet marketers to measure the performance of an ad campaign
3. SOCIAL MEDIA OPTIMIZATION
Social media optimization (SMO) is the use of a number of outlets and communities
to generate publicity to increase the awareness of a product, service brand or event. Types of
social media involved include RSS feeds, social news and bookmarking sites, as well as social
networking sites, such as Facebook, Twitter, video sharing websites and blogging sites.
SMO refers to the process of streamlining or optimizing a website so that it can be exposed
online on various social media channels. This process can include anything carried out “on-page”
such as refining the interface and usability of the site so that it becomes more compelling to the
visitors in an effort to help them share it through various social media sites.
Social media marketing (SMM) is the use of social media websites and social
networks to market a company’s products and services.
Social media marketing provides companies with a way to reach new customers engage with
existing customers and promote its desired culture, mission or tone (paid).
There are several reasons why should thinking about adopting social media market tools.
● To increase effectiveness
● To increase efficiency
● To increase productivity
● For better responsiveness
● For continuity
● For collaboration
● To increase scope and scale
● For simpler execution
For example:
Beta out
SMS Marketing refers to the use of SMS as a marketing channel. The three types of SMS
Marketing Campaigns are
● Broadcast
● One-to-One
● Recurring
Broadcast
Broadcast SMS is the first in the types of SMS Marketing Campaigns. It is a single text message
that can send to entire customer base, or a group of users, at the same time. It can be scheduled to
go out on a specific date and time, but the schedule is the same for everyone.
A broadcast is generally the most ideal option when need to engage entire list with the same
message at once.
One-to-One
One-to-one SMS is the second in the types of SMS Marketing Campaigns. It is simply a
text message that can send to a single customer. This is usually sent when anything particular is
to be communicated with a specific customer.
Recurring
Recurring SMS Campaign is third in the types of SMS Marketing Campaigns. These
are text messages that are sent automatically on a periodic basis. Recurring sending allows
creating and automatically sending SMS campaigns scheduled daily, weekly or monthly at a
fixed time. Beta out allows to set-up, send, and analyze scheduled SMS reminders.
1. Email marketing
2. SEO
3. PPC
4. Social Media
5. Viral marketing
6. Text messaging
7. Content marketing
8. Affiliate marketing
9. Influencer marketing
Email marketing
It is one of the earliest forms of digital marketing; it includes delivering targeted messages at the
right time to right people.
For example, Amazon, Flipkart, etc. deliver emails about offers, discounts.
Social media
Social media refers to techniques that target social networks and applications to spread brand
awareness or promote particular products. Social media marketing campaigns usually center
around: Establishing a social media presence on major platforms. Creating shareable content and
advertorials.
Viral marketing
Viral marketing is any marketing technique that induces websites or users to pass on a marketing
message to other sites or users, creating a potentially exponential growth in the message's
visibility and effect. Viral marketing may take the form of video clips, interactive Flash games,
averages, eBooks, brand able software, images, text messages, email messages, or web pages.
Text Marketing
Text Marketing is a form of direct marketing. This includes using a medium which involves text
messaging over a mobile device and can be done from a mobile phone or in bulk using an SMS
Aggregator and distributor online.
Content marketing
Content marketing is a form of marketing focused on creating, publishing and distributing
content for a targeted audience online. It is often used by businesses in order to: Attract attention
and generate leads. Expand their customer base.
Affiliate marketing
Affiliate marketing is an online sales tactic that lets a product owner increase sales
by allowing others targeting the same audience – “affiliates” – to earn a commission by
recommending the product to others. At the same time, it makes it possible for affiliates to earn
money on product sales without creating products of their own.
Influencer marketing
Influencer marketing is among the newer types of digital marketing. Influencer
marketing uses people with an enormous online reach considered experts by target market to
drive traffic and sales.
Influencer marketing is popular on social media channels like Instagram and Snapchat.
Companies hire Instagrammers with large followings to promote their brand by posting one or
more photos with the product.
Companies now engage in Instagram or Snapchat “takeovers” where the hired influence controls
the company’s social media platform for a given amount of time, most often a day. These social
media takeovers drive the influencer’s following to social media channels increasing new
followers and unique views.
Nitroware Technologies Pvt Ltd Company using these digital marketing mediums:
SEO
● On page - Meta tags
● Off page - Forum discussion, Classified ads, Link-building, Articles submission,
Bloggers
Meta tag: Meta tags are snippets of text that describe a page’s content; the meta tags don’t
appear on the page itself, but only in the page’s code.
Forum discussion: Forums can be a useful for anyone doing business online, both in terms of
reading the content and actively participating in the discussions. Reading a forum’s archives can
be a good way to obtain a basic knowledge about a topic, and it also provides a historical
perspective on trends and opinions.
Classified ads: It is an imperative positioning technique that will place ahead of all competitors.
Classified ads help in SEO by promoting the traffic for existing website. It automatically
enhances links for website and to magnetize buyers towards the company services.
Link building: It is the process of getting other websites to link back to website. All marketers
and business owners should be interested in building links to drive referral traffic and increase
their site's authority.
Article submission: It refers to the writing of articles that are relevant to online business and
then getting added to the popular article submission directories.
The main purpose behind article submission is to attract a large number of visitors (and links) to
website without incurring a great cost. Obviously, it is important to make sure that the articles
intend to submit are directly related or relevant to the business.
Bloggers: Blog is a discussion on a topic the writer of the blog or “blogger” finds interesting, or
a link to an article that is related to the particular focus of the blog.
SMO
● Facebook
● Twitter
● Linkedin
CAMPAIGN SMS
● Bulk sms
● E-mail
Bulk sms
E-mail
REVIEW OF LITERATURE
1) Social media is the interaction among people in which they create, share or exchange
information and ideas in virtual communities and networks. Andreas Kaplan and Michael
Haenlein define social media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allow the creation and exchange
technologies to create highly interactive platforms through which individuals and communities
share, co-create, discuss, and modify user-generated content. They introduce substantial and
Social media differ from traditional or industrial media in many ways, including quality, reach,
frequency, usability, immediacy, and permanence. There are many effects that stem from internet
usage. According to Nielsen, internet users continue to spend more time with social media sites
curation, and wikis are among the different types of social media.
3) Social media broadly defined consists of any online platform or channel for user
generated content. By this definition, for example, WordPress, Sharepoint, and Lithium qualify
content, as distinguished from platforms, which are referred to as social technologies. By this
definition, for example, YouTube, Facebook, and Twitter are social media, and WordPress,
Sharepoint and Lithium are social technologies. Joe Cothrel – Lithium Technologies, Inc.
4) Social media is digital content and interaction that is created by and between people. Sam
5) Social media is a shift in how we get our information. It used to be that we would wait for
the paper boy to throw our news on the doorstep (or into the flowers) and we’d read the paper,
front to back, with our morning coffee before going to work. Now we get information, 24/7 and
on the fly, from anywhere. In the more traditional senses, online, on our phones, and through the
social platforms. Social media allows us to network, to find people with like interests, and to
meet people who can become friends or customers. It flattens out the world and gives us access
to people we never would have been able to meet otherwise. Gini Dietrich – Arment Dietrich,
Inc.
6) All the traditional media print, broadcast, search, and so on provide platforms for delivery
of ads near and around relevant content. Social media are platforms for interaction and
relationships, not content and ads. This is quite similar to what Ted McConnell, General
Manager-Interactive Marketing and Innovation at Procter & Gamble Co. likes to say about social
media. Bryan Eisenberg – Author of Waiting for Your Cat to Bark (Affiliate link)
7) Markets have become conversations. Social media are the online platforms and locations
that provide a way for people to participate in these conversations. For individuals it is a way to
connect and share content with friends and like-minded people. For businesses it’s a way to tap
into what people are saying about your brand, your product and/or your service, participate in the
conversations, be open to new ideas and then use these insights to make better business
8) Social media is people’s conversations and actions online that can be mined by
advertisers for insights but not coerced to pass along marketing messages. It’s the new form of
media that does not exist until it happens and that cannot be bought by advertisers to carry their
9) Social media is the tools, services, and communication facilitating connection between
10) Social media are the online technologies and practices that people use to share content,
opinions, insights, experiences, perspectives, and media themselves. They are media for social
11) Social media is an ever-growing and evolving collection of online tools and toys,
platforms and applications that enable all of us to interact with and share information.
Increasingly, it’s both the connective tissue and neural net of the
Web. Ann Handley – MarketingProfs, Author with C.C. Chapman of Content Rules (Affiliate
link)
12) Social media is a reflection of conversations happening every day, whether at the
supermarket, a bar, the train, the watercooler or the playground. It just allows for those
conversations to reach a broader audience due to digital being a megaphone for scale Sarah
Hofstetter – 360i
13) Social media is online text, pictures, videos and links, shared amongst people and
14) Social media is not one thing. It’s five distinct things:
• It’s managing the influencers who are driving the conversation around your brand.
• It’s marketing that provides value and turns customers into evangelists.
• It’s transforming your organization to meet the transparency and humanity customers
15) Social media is digital, content-based communications based on the interactions enabled
by a plethora of web technologies. Rebecca Lieb, author of The Truth About Search Engine
Social media was a completely new thing four years ago, many people did not know what social
media was and the effect it would have on our lives. It was an exciting interactive medium which
suddenly took the world by storm to such an extent that it became something that no business,
small or large, local or global, could afford to ignore. Initially small businessman often found the
prospect of online marketing a daunting one, because it was difficult to know which areas to
focus on. Thus social media marketing being an extensive subject with a complex hierarch
created an urge to familiarize with it and to find the plan or strategy explored by the small and
micro business
The purpose of the research is to study, how businesses can leverage social media (Digital
marketing) to penetrate their markets, reach their customers and develop relationships in a
personal and direct manner that can catapult their brand and raise their awareness as successfully
at par with any large business. The study also throws light on the influence of digital marketing
Research Objectives
To study the impact of various online promotional activities on the brand visibility
To study performance of micro and small businesses after inclusion of social media
marketing
Research Hypothesis
H11: There is an association between use of social media and type of business.
H02: There is no association between frequency of use of social media and Benefit to the
business.
H12: There is an association between frequency of use of social media and Benefit to the
business
H03: There is no association between online promotional activities and benefit to the business.
H13: There is an association between online promotional activities and benefit to the business.
H04: There is no association between frequency of updates and increase in customer base
H14: There is an association between frequency of updates and increase in customer base
Research Type:
Exploratory research is initial research conducted to clarify and define the nature of a problem
which does not provide conclusive evidence and hence subsequent research expected. The
purpose of the study is to understand the phenomenon of digital marketing and to acquire new
insights into it. The results acquired from this study cannot be generalized to the population at
The Quantitative data collection method is being used so that the produced results are easy to
summarize, compare, and generalize. Data collection has been done using Primary and
Secondary methods.
Various information has been collected by referring books, journals, newspaper articles, research
Online research questionnaires were prepared for the survey, which has been collected from the
customers who visited and who came to enquired about products and services.
Type of questions:
Questionnaire was categorized with Multiple Choice closed-ended questions as they are ideal for
calculating statistical data and percentages. Further specifically Closed-Ended Importance
Questions, Likert Questions, Dichotomous Questions, open ended question to get descriptive
information about the topic were asked to collect data and achieve the purpose of study.
Data Analysis
Gender No. of
Respondents
Male 55
Female 45
Total 100
Table 1.2 Classification Of Respondents Based on Marital Status
Age No. of
Respondents
18-20 37
21-30 57
31-40 6
40+ 0
Total 100
Table 1.4 Classification Of Respondents Based on Gender
Degree No. of
Respondents
Diploma 12
BE/B.Tech 59
B.sc 22
MBA/MCA 7
Total 100
Table 1.5 Classification Of Respondents Based on Occupation
Degree No. of
Respondents
Student 47
Job Seeker 37
Working Professional 16
Businessman 0
Total 100
Table 1.6 Respondents Visit to Social Media
Time No. of
Respondents
Monthly 16
Weekly 41
Daily 36
Hourly 7
Total 100
Table 1.7 Usage of Social Media
Time No. of
Respondents
1-2 yrs. 12
3-5 yrs. 55
6-10 yrs. 33
10+ yrs. 0
Total 100
Table 1.8 Frequently Visited Social Media Site
Site No. of
Respondents
Facebook 57
Twitter 8
LinkedIn 7
YouTube 27
Others 2
Total 100
Table 1. 9 Preferred Search Engine
Site No. of
Respondents
Google 59
Yahoo 21
Bing 15
icloud 4
Others 1
Total 100
Table 1.10 FAMILIAR SEARCH ENGINE
Site No. of
Respondents
Just dial 48
Ask me 18
Bing 22
Others 12
Total 100
Table 1.11 USE OF WEB ENABLED SMART PHONES/TAB/COMPUTER
Site No. of
Respondents
Very Frequently 10
Frequently 42
Occasionally 35
Rarely 12
Very rarely 1
Total 100
B) DOWNLOAD APPS
Site No. of
Respondents
Very Frequently 8
Frequently 41
Occasionally 38
Rarely 11
Very rarely 2
Total 100
C) SEND MAIL
Site No. of
Respondents
Very Frequently 9
Frequently 44
Occasionally 32
Rarely 12
Very rarely 2
Total 100
D) SOCIAL MEDIA
Site No. of
Respondents
Very Frequently 10
Frequently 52
Occasionally 25
Rarely 10
Very rarely 1
Total 100
Timing No. of
Respondents
Monthly 22
Weekly 46
Daily 27
Hourly 5
Total 100
Table 1.14 BELIEVE IN SOCIAL RECOMMENDATIONS
Opinion No. of
Respondents
Yes 50
No 15
Partial 35
Total 100
Table 1.15 SATISFACTION WITH THE INFORMATION PUBLISHED IN SOCIAL
MEDIA/WEBSITES
Opinion No. of
Respondents
Yes 42
No 12
Neutral 46
Total 100
Table 1.16 DOES THE CONTENT EASILY UNDERSTANDABLE
Opinion No. of
Respondents
Yes 42
No 12
Neutral 46
Total 100
Tale 1.17 Most Visited Sites to Gain Knowledge
Site No. of
Respondents
Wikipedia 52
Google 36
Bing 10
icloud 2
Total 100
Table 1.18 Interested Mode Of Communication from Company
Site No. of
Respondents
Calls 51
Email 24
Whatsapp 16
Messenger 7
Hangout 2
Total 100
Table 1.19 ONLINE COMMUNITIES DOTHE RESPONDENTS HOLD ACCOUNT
Site %. of
Respondents
Facebook 69
LinkedIn 16
Twitter 20
Google 30
All the above 31
None 1
Table 1.20 RESPONDENTS USED TO COMMUNICATE WITH YOUR
FRIENDS/RELATIVES
Medium No. of
Respondents
WhatsApp 41
Messenger 27
Instagram 12
Skype 20
Total 100
Table 1.21 GENUNITY OF QUALITY OF PRODUCTS PUBLISHED IN DIGITAL
CHANNEL
Opinion No. of
Respondents
Rarely 34
Sometimes 19
Often 40
Never 6
Total 100
Table 1. 22 RESPONDENTS SELECT THE BEST SERVICE PROVIDER?
Opinion No. of
Respondents
First page 33
Next pages 22
Pages doesn’t matter 45
Total 100
Table 1.23 SUGGESTS SOCIAL MEDIA TO YOUR FRIENDS/RELATIVES?
Opinion No. of
Respondents
Yes 33
No 5
Maybe 62
Total 100
Table 1.24 RESPONDENTS PREFER THE MOST
Item No. of
Respondents
Review 41
Blogger 14
Articles 18
Others 27
Total 100
QUESTIONNAIRE
1.Name……………
10.From the following choose any one familier local search engine :
frequently Rarely
Download apps
Send mail
15.how often you refer online media to get your work done?
a)Yes b) No
17.Are you satisfied with this company informations which published in social media/websites?
a)Yes b) No
a)Yes b) No
a)Yes b) No