project on digital marketing

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Chapter 1 Introduction

1.1 Introduction

Social media marketing is the process of gaining website traffic or attention through socialmedia sites. Social media marketing programs usually center on efforts to create content that

attracts attention and encourages readers to share it across their social networks. The resulting

electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g.

web sites social networks instant messages news feeds) about an event product service brand

or company. When the underlying message spreads from user to user and presumably resonates

because it appears to come from a trusted third!party source as opposed to the brand or

company itself this form of marketing results in earned media rather than paid media.

1.2 Social media platforms

1.2.1 Social Networking Websites

Social networking websites allow individuals and businesses to interact with one another and

build relationships and communities online. When companies "oin these social channels

consumers can interact with them directly.

That interaction can be more personal to users than traditional methods of outbound marketing #

advertising. Social networking sites act as word of mouth. Social networking sites

and blogs allow followers to $retweet% or $repost% comments made by others about a product being promoted. &y repeating the message the user's connections are able to see the message

therefore reaching more people. &ecause the information about the product is being put out there

and is getting repeated more traffic is brought to the productcompany.

Social networking websites are based on building virtual communities that allow consumers to

epress their needs wants and values online. Social Media Marketing then connects these

consumers and audiences to businesses that share the same needs wants and values.

Through social networking sites companies can interact with individual followers. This personal

interaction can instill a feeling of loyalty into followers and potential customers. *lso by

choosing whom to follow on these sites products can reach a very narrow target audience.

Social networking sites also include a vast amount of information about what products and

services prospective clients might be interested in. Through the use of new Semantic

Analysis technologies marketers can detect buying signals such as content shared by people

and +uestions posted online. ,nderstanding of buying signals can help sales people target

relevant prospects and marketers run micro!targeted campaigns.

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In order to integrate Social -etworks within their marketing strategies companies have to

develop a marketing model. In a marketing model (S-eMS) based on Social -etworks is

provided. The model includes the following steps/

• Selection of potential Social -etworks to use0

• 1efinition of a financial plan0

• 1efinition of organi2ational structures to manage the Social -etwork in the market0

• Selection of target0

• 3romotion of products and services0

•

3erformance measures

Social -etworking is used by 456 of businesses today. &usiness retailers have seen 7886

increases in their revenues from social media marketing.

1.2.2 Mobile phones

Mobile phone usage is beneficial for social media marketing because mobile phones have social

networking capabilities allowing individuals immediate web browsing and access to social

networking sites. Mobile phones have grown at a rapid rate fundamentally altering the path!to!

purchase process by allowing consumers to easily obtain pricing and product information in real

time and allowing companies to constantly remind and update their followers. Many companies

are now putting 9: (9uick :esponse) codes along with products for individuals to access the

company website or online services with their smart!phones. :etailers use 9: codes to facilitate

consumer interaction with brands by linking the code to brand websites promotions product

information or any other mobile!enabled content. Mobile devices and internet also influence the

way consumers interact with media and has many further implications for T; ratings

advertising mobile commerce and more. Mobile media consumption such as mobile audio

streaming or mobile video are on the rise < in the ,nited States more than 7== million users are

pro"ected to access online video content via mobile device. Mobile video revenue consists of

pay!per!view downloads advertising and subscriptions. *s of =78 worldwide mobile phone

internet user penetration was 48.>6. In =74 figures suggest that more than ?=6 of internetusers will access online content through their phones.

1.2.3 Strategies

There are two basic strategies for engaging the social media as marketing tools/

he passi!e approach

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Social media can be a useful source of market information and customer voice. &logs content

communities and forums are platforms where individuals share their reviews and

recommendations of brands products and services. &usinesses are able to tap and analy2e the

customer voice generated in social media for marketing purposes0 in this sense the social media

is an inepensive source of market intelligence which can be used by marketers to track

problems and market opportunities. @or eample the internet erupted with videos and pictures of

iphone 5 bend test which showed that the coveted phone would bend merely by hand. The so!

called $bend gate% controversy created confusion amongst customers who had waited months for

the launch of the latest rendition of the i3hone. Aowever *pple promptly issued a statement

saying that the problem was etremely rare and that the company had taken several steps to make

the mobile device robust. ,nlike traditional market research methods such as surveys focus

groups and data mining which are time consuming and costly marketers can now utili2e social

media to obtain BliveC information about consumer behavior. This can be etremely useful in a

highly dynamic market structure in which we now live.

he acti!e approach

Social media can be used not only as public relations and direct marketing tools but also as

communication channels (targeting specific audiences with social media influencers) and as

customer engagement tools. There are several eamples of firms initiating some form of online

dialog with the public to foster relations with customers. *ccording to Donstantinides Eoren2o

and FGme2 &or"a (==H) &usiness eecutives like Jonathan Swart2 3resident and DKL of Sun

Microsystems Steve Jobs DKL of *pple Domputers and Mc1onalds ;ice 3resident &ob

Eangert post regularly in their DKL blogs encouraging customers to interact and freely epress

their feelings ideas suggestions or remarks about their postings the company or its

products.,sing customer influencers (for eample popular bloggers) can be a very efficient andcost!effective method to launch new products or services -arendra Modi current prime minister

of India ranks only second after 3resident &arack Lbama in number of fans on his official

@acebook page at 7.H million and counting. Modi employed social media platforms to

circumvent traditional media channels to reach out to the young and urban population of India

which is estimated to be == million. Ais appeal was further buttressed by the recent crowd

turnout at Madison s+uare garden.

1.2." #ngagement

In the contet of the social web engagement means that customers and stakeholders are

participants rather than viewers. Social media in business allows all consumers to epress and

share an opinion or an idea somewhere along the businessCs path to market. Kach participating

customer becomes part of the marketing department as other customers read their comments or

reviews. The engagement process is then fundamental to successful social media marketing.

With the advent of social media marketing it has become increasingly important to gain customer

interest which can eventually be translated into buying behavior. -ew online marketing concepts

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of engagement and loyalty have emerged which aim to build customer participation and

reputation. Kngagement in social media for the purpose of your social media strategy is divided

into two parts/

7. 3roactive posting of new content and conversations as well as the sharing of content and

information from others. :eactive conversations with social media users responding to those who reach out to your

social media profiles through commenting or messaging

Traditional media is limited to one way interaction with customers or Bpush and tellC where only

specific information is given to the customer without any mechanism to obtain customer

feedback. Ln the other hand social media is participative where customer are able to share their

views on brands products and services. Traditional media gives the control of message to the

marketer whereas social media shifts the balance to the consumer.

$igure 1

1.2.% &ett' White

Social networking sites can have a large impact on the outcome of events. In =7= a @acebook

campaign surfaced in the form of a petition. ,sers virtually signed a petition asking -&D

,niversal to have actress &etty White host Saturday -ight Eive. Lnce signed users forwarded

the petition to all of their followers. The petition went viral and on May H =7= &etty White

hosted S-E.

1.2.( 2))* +S presidential election

The ==H ,S presidential campaign had a huge presence on social networking sites. &arack

Lbama a virtually unknown 1emocratic candidate utili2ed 7N different social media websites toform relationships with the millions of *merican citi2ens who utili2e those networks. Ais social

networking profile pages were constantly being updated and interacting with followers. &y the

end of his campaign Lbama had N million social media network supporters (.N million on

@acebook and 77N=== on Twitter). The use of social networking sites in his marketing campaign

gave &arack LbamaCs campaign access to e!mail addresses as posted on social network profile

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pages. This allowed the 1emocratic 3arty to launch e!mail campaigns asking for votes and

campaign donations.

1.2., -ocal businesses

Small businesses also use social networking sites as a promotional techni+ue. &usinesses can

follow individuals social networking site uses in the local area and advertise specials and deals.These can be eclusive and in the form of $get a free drink with a copy of this tweet%. This type

of message encourages other locals to follow the business on the sites in order to obtain the

promotional deal. In the process the business is getting seen and promoting itself (brand

visibility).

1.2.* on' 2)12

* short film released on March N =7 by humanitarian group Invisible Dhildren Inc. This ?

minute video aimed at making Joseph Oony an Court fugitive famous worldwide in order to

have support for his arrest by 1ecember =70 the time when the campaign ends. The video went

viral within the first si days after its launch reaching 7== million views on

both PouTube and ;imeo. *ccording to research done by ;isible Measures the Oony =7 short

film became the fastest growing video campaign and most viral video to reach 7== million

views in 5 days followed by Susan &oyle performance on &ritainCs Fot Talent that reached 4=

million views in 5 days.

1.2./ Nike 0MakeItCount

In early =7 -ike introduced its Make It Dount social media campaign. The campaign kickoff

began PouTubers Dasey -eistat and Ma Joseph launching a PouTube video where they

traveled 8>=== miles to visit 75 cities in 78 countries. They promoted the Qmakeitcount hashtag

which millions of consumers shared via Twitter and Instagram by uploading photos and sending

tweets. The QMakeItDount PouTube video went viral and -ike saw an 7H6 increase in profit in

=7 the year this product was released

1.2.1) -a'so +s a $la!or

In =7 Eays created an annual social media campaign that allowed fans to create their own

flavor for a R7 million pri2e for whatever flavor was voted the best. *fter 8.H million

submissions from fans who participated the top three choices were Dheesy Farlic &read

Dhicken # Waffles and Sriracha. The fans were now able to purchase the three flavors in stores

then cast their vote on @acebook or Twitter for the best flavor. Eays gained a 76 increase in

sales during the contest. Farlic Dheesy &read was eventually named the winner of the contest.

1.2.11 4urposes and actics

Lne of the main purposes in employing Social Media in marketing is as a communications tool

that makes the companies accessible to those interested in their product and make them visible to

those who have no knowledge of their products. These companies use social media to create

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bu22 learn from and target customers. Its the only form of marketing that can finger consumers

at each and every stage of the consumer decision "ourney. Marketing through social media has

other benefits as well. Lf the top 7= factors that correlate with a strong Foogle organic search

seven are social media dependent. This means that if brands are less or non active on social

media they tend to show up less on Foogle searches. While platforms such

as Twitter @acebook and Foogle have a larger amount of monthly users The visual media

sharing based mobile platforms however garner a higher interaction rate in comparison and have

registered the fastest growth and have changed the ways in which consumers engage with brand

content. Instagram has an interaction rate of 7.>56 with an average of 78= million users monthly

as opposed to Twitter which has a .=86 interaction rate with an average of 7= million monthly

users. ,nlike traditional media that are often cost!prohibitive to many companies a social media

strategy does not re+uire astronomical budgeting. To this end companies make use of platforms

such as @acebook Twitter PouTube and Instagram in order to reach audiences much wider than

through the use of traditional printT;radio advertisements alone at a fraction of the cost as

most social networking sites can be used at no cost. This has changed the ways that companiesapproach interact with customers as a substantial percentage of consumer interactions are now

being carried out over online platforms with much higher visibility. Dustomers can now post

reviews of products and services rate customer service and ask +uestions or voice concerns

directly to companies through social media platforms. Thus social media marketing is also used

by businesses in order to build relationships of trust with consumers. To this aim companies may

also hire personnel to specifically handle these social media interactions who usually report

under the title of online community managers. Aandling these interactions in a satisfactory

manner can result in an increase of consumer trust.

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*dwords and Foogle Maps. With the development of Foogle 3ersonali2ed Search and other

location!based search services Foogle allows for targeted advertising methods navigation

services and other forms of location!based marketing and promotion. Foogle can also be

beneficial for other digital marketing campaigns as well as social media marketing. Foogle

authorship was known to have a significant benefit on a website's search engine optimisation

before the relationship was removed by Foogle. Foogle is one of the fastest growing social

media networks and can benefit almost any business.

Figure 2

1.3." -inkedIn

EinkedIn a professional business!related networking site allows companies to create

professional profiles for themselves as well as their business to network and meetothers. Through the use of widgets members can promote their various social networking

activities such as Twitter stream or blog entries of their product pages onto their EinkedIn

profile page. EinkedIn provides its members the opportunity to generate sales leads and business

partners. Members can use $Dompany 3ages% similar to @acebook pages to create an area that

will allow business owners to promote their products or services and be able to interact with their

customers. 1ue to spread of spam mail sent to "ob seeker leading companies prefer to use

EinkedIn for employee's recruitment instead using different "ob portals. *dditionally companies

have voiced a preference for the amount of information that can be gleaned from EinkedIn

profile versus a limited email.

1.3.% 6elp

Pelp consists of a comprehensive online inde of business profiles. &usinesses are searchable by

location similar to Pellow 3ages. The website is operational in seven different countries

including the ,nited States and Danada. &usiness account holders are allowed to create share

and edit business profiles. They may post information such as the business location contact

information pictures and service information.

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1.3.( $ours7uare

@ours+uare is a location based social networking website where users can check into locations

via a Swarm app on their smartphones. @ours+uare allows businesses to create a page or create a

newclaim an eisting venue.

Figure 3

1.3., Instagram

In May =7> Instagram had over == million users. The user engagement rate of Instagram was

7N times higher than of @acebook and N times higher than that of Twitter. *ccording to Scott

Falloway the founder of E and a professor of marketing at -ew Pork ,niversityCs Stern School

of &usiness latest studies estimate that ?86 of prestige brands have an active presence on

Instagram and include it in their marketing mi. When it comes to brands and businesses

Instagram's goal is to help companies to reach their respective audiences through captivating

imagery in a rich visual environment. Moreover Instagram provides a platform where user and

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company can communicate publicly and directly making itself an ideal platform for companies

to connect with their current and potential customers.

Many brands are now heavily using this mobile app to boost their visual marketing strategy.

Instagram can be used to gain the necessary momentum needed to capture the attention of the

market segment that has an interest in the product offering or services. *s Instagram is supported by *pple and android system it can be easily accessed by smart phone users. Moreover it can be

accessed by Internet as well. Thus the marketers see it as a potential platform to epand their

brands eposure to the public especially the younger target group. Ln top of this marketers do

not only use social media for traditional Internet advertising but they also encourage users to

create attention for a certain brand. This generally create an opportunity for greater brand

eposure. @urthermore marketers are also using the platform to drive social shopping and inspire

people to collect and share pictures of their favorite products. Many big names have already

"umped on board/ Starbucks MT; -ike Marc Jacobs :ed &ull are a few eamples of

multinationals that adopted the mobile photo app early.Instagram has proven itself a powerful

platform for marketers to reach their customers and prospects through sharing pictures and brief messages. *ccording to a study by Simply Measured 476 of the worldCs largest brands are now

using Instagram as a marketing channel. @or companies Instagram can be used as a tool to

connect and communicate with current and potential customers. The company can present a

more personal picture of their brand and by doing so the company conveys a better and true

picture of itself. The idea of Instagram pictures lies on on!the!go a sense that the event is

happening right now and that adds another layer to the personal and accurate picture of the

company. *nother option Instagram provides the opportunity for companies to reflect a true

picture of the brand through the perspective of the customers for instance using the user!

generated contents thought the hashtags encouragement. Lther than the filters and hashtags

functions the InstagramCs 7N!second videos and the recently added ability to send private

messages between users have opened new opportunities for brands to connect with customers in

a new etent further promoting effective marketing on Instagram.

1.3.* 6ouube

PouTube is another popular avenue0 advertisements are done in a way to suit the target audience.

The type of language used in the commercials and the ideas used to promote the product reflect

the audience's style and taste.*lso the ads on this platform are usually in sync with the content

of the video re+uested this is another advantage PouTube brings for advertisers. Dertain ads are

presented with certain videos since the content is relevant. 3romotional opportunities such as

sponsoring a video is also possible on PouTube for eample a user who searches for a

PouTube video on dog training may be presented with a sponsored video from a dog toy

company in results along with other videos. PouTube also enable publishers to earn money

through its PouTube 3artner 3rogram.

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Figure 4

1.3./ Social &ookmarking Sites

Websites such as 1elicious 1igg Slashdot diigo stumbleupon and :eddit are popular social

bookmarking sites used in social media promotion. Kach of these sites is dedicated to the

collection curation and organi2ation of links to other websites. This process is crowdsourced

allowing members to sort and prioriti2e links by relevance and general category. 1ue to the large

user bases of these websites any link from one of them to another smaller website usually

results in a flash crowd. In addition to user generated promotion these sites also offer

advertisements within individual user communities and categories. &ecause ads can be placed in

designated communities with a very specific target audience and demographic they have far

greater potential for traffic generation than ads selected simply through cookie and browser

history. *dditionally some of these websites have also implemented measures to make ads more

relevant to users by allowing users to vote on which ones will be shown on pages theyfre+uent. The ability to redirect large volumes of web traffic and target specific relevant

audiences makes social bookmarking sites a valuable asset for social media marketers.

1.3.1) &logs

3latforms like EinkedIn create an environment for companies and clients to connect online.

Dompanies that recogni2e the need for information originality and accessibility employ blogs to

make their products popular and uni+ue and ultimately reach out to consumers who are privy to

social media. &logs allow a product or company to provide longer descriptions of products or

services can include testimonials and can link to and from other social network and blog pages.

&logs can be updated fre+uently and are promotional techni+ues for keeping customers and alsofor ac+uiring followers and subscribers who can then be directed to social network pages.Lnline

communities can enable a business to reach the clients of other businesses using the platform. To

allow firms to measure their standing in the corporate world sites like Flassdoor enable

employees to place evaluations of their companies Some businesses opt out of integrating social

media platforms into their traditional marketing regimen. There are also specific corporate

standards that apply when interacting online. To maintain an advantage in a business!consumer

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relationship businesses have to be aware of four key assets that consumers maintain/

information involvement community and control.

1.3.11 umblr

Tumblr first launched ad products on May ? =7. :ather than relying on simple banner ads

Tumblr re+uires advertisers to create a Tumblr blog so the content of those blogs can be featuredthrough the site. In one year four native ad formats were created on web and mobile and had

more than 7== brands advertising on Tumblr with N== cumulative sponsored posts.

8d formats

• Sponsored Mobile 4ost < *dvertisements (*dvertisersC blog posts) will

show up on userCs 1ashboard when the user is on a mobile device such as smartphones and

tablets allowing them to like reblog and share the sponsored post.

•Sponsored Web 4ost < Eargest in!stream ad unit on the web that

catches the usersC attention when looking at their 1ashboard through their computer or

laptop. It also allows the viewers to like reblog and share it.

• Sponsored 9adar < :adar picks up eceptional posts from the whole

Tumblr community based on their originality and creativity. It is placed on the right side net

to the 1ashboard and it typically earns 7= million daily impressions. Sponsored radar

allows advertisers to place their posts there to have an opportunity to earn new followers

:eblogs and Eikes.

• Sponsored Spotlight < Spotlight is a directory of some of the popular

blogs throughout the community and a place where users can find new blogs to follow.

*dvertisers can choose one category out of fifty categories that they can have their blog

listed on there.

These posts can be one or more of the following/ images photo sets animated FI@s video

audio and tet posts. @or the users to differentiate the promoted posts to the regular usersC posts

the promoted posts have a dollar symbol on the corner. Ln May 5 =7> Tumblr announced

customi2ation and theming on mobile apps for brands to advertise.

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Introduction to digital India

1." igital India

1igital India is an initiative of the Fovernment of India to ensure that government services are

made available to citi2ens electronically by improving online infrastructure and by increasing

internet connectivity. It was launched on 7 July =7N by 3rime Minister -arendra Modi. The

initiative includes plans to connect rural areas with high!speed internet networks. 1igital India

has three core components. These include/

• The creation of digital infrastructure

• 1elivering services digitally

• 1igital literacy

Figure 5

* two!way platform will be created where both the service providers and the consumers stand to

benefit. The scheme will be monitored and controlled by the 1igital India *dvisory group which

will be chaired by the Ministry of Dommunications and IT. It will be an inter!Ministerial

initiative where all ministries and departments shall offer their own services to the public Aealthcare KducationJudicial services etc. The 3ublic


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&roadband in .N lakh villages universal phone connectivity -et ero Imports by == >=====

3ublic Internet *ccess 3oints Wi!fi in .N lakh schools all universities0 3ublic wi!fi hotspots for

citi2ens 1igital Inclusion/ 7.4 Dr trained for IT Telecom and Klectronics Jobs Job creation/

1irect 7.4 Dr. and Indirect at least H.N Dr. e!Fovernance # eServices/ *cross government India

to be leader in IT use in services < health education banking 1igitally empowered citi2ens


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eliminating the use of physical documents and enables sharing of verified electronic documents

across government agencies. 1igital Eocker provides a dedicated personal storage space in the

cloud to citi2ens linked to citi2ens *adhaar number. 1igital Eocker will reduce the

administrative overhead of government departments and agencies created due to paper work.

1.".% ;ther Important 4ro:ects of I -ational Denter for @leible Klectronics (-D@leK)/ is an initiative of Fovernment of India to

promote research and innovation in the emerging area of @leible Klectronics.&3L 3olicy for *ll

:ound 1evelopment/ &3L 3olicy has been approved to create at!least one &3L centre in each

-orth Kastern state and also in smaller mofussil towns of other states.

1.".( igital India Week

*t the launch ceremony of 1igital India Week by 3rime Minister -arendra Modi top DKLs

from India and abroad committed to invest :s >.N lakh crore (U4= &,S1 with 7 ,S1V:s5N)

towards this initiative. The DKLs said the investments would be utiliti2ed towards making

smartphones and internet devices at an affordable price in India which would help generate "obs

in India as well as reduce the cost of importing them from abroad. :eliance Industries Dhairman

Mukesh *mbani said his company would invest :s .N lakh crore across different 1igital India

heads which have the potential to create employment for over five lakh people.Ae also

announced setting up of the 'Jio 1igital India Start ,p @und' to encourage young entrepreneurs

who are setting up businesses focused around the 1igital India initiative. Silicon ;alley Tech

Fiants from Silicon ;alley San Jose Dalifornia epressed their support for 1igital India

during 3M -arendra Modi's visit in September =7N. @acebook 's DKL Mark uckerberg

changed his 13 in support of 1igital India and started a chain on @acebook and promised to

work on Wi@i Aotspots in rural India. Foogle committed to provide broadband connectivity onN== railway stations in India. Microsoft agreed to provide broadband connectivity to five lakh

villages in India and make India its cloud hub through Indian data centres. 9ualcomm announced

an investment of R7N= million in Indian startups. The 1igital India programme is a flagship

programme of the Fovernment of India with a vision to transform India into a digitally

empowered society and knowledge economy.

15

https://en.wikipedia.org/wiki/Narendra_Modihttps://en.wikipedia.org/wiki/Silicon_Valleyhttps://en.wikipedia.org/wiki/San_Jose,_Californiahttps://en.wikipedia.org/wiki/San_Jose,_Californiahttps://en.wikipedia.org/wiki/Californiahttps://en.wikipedia.org/wiki/Prime_Minister_of_Indiahttps://en.wikipedia.org/wiki/Prime_Minister_of_Indiahttps://en.wikipedia.org/wiki/Narendra_Modihttps://en.wikipedia.org/wiki/Narendra_Modihttps://en.wikipedia.org/wiki/Facebookhttps://en.wikipedia.org/wiki/Facebookhttps://en.wikipedia.org/wiki/Mark_Zuckerberghttps://en.wikipedia.org/wiki/Googlehttps://en.wikipedia.org/wiki/Googlehttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Microsofthttps://en.wikipedia.org/wiki/Microsofthttps://en.wikipedia.org/wiki/Qualcommhttps://en.wikipedia.org/wiki/Narendra_Modihttps://en.wikipedia.org/wiki/Silicon_Valleyhttps://en.wikipedia.org/wiki/San_Jose,_Californiahttps://en.wikipedia.org/wiki/Californiahttps://en.wikipedia.org/wiki/Prime_Minister_of_Indiahttps://en.wikipedia.org/wiki/Narendra_Modihttps://en.wikipedia.org/wiki/Facebookhttps://en.wikipedia.org/wiki/Mark_Zuckerberghttps://en.wikipedia.org/wiki/Googlehttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Microsofthttps://en.wikipedia.org/wiki/Qualcomm


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Figure 6

The "ourney of e!Fovernance initiatives in India took a broader dimension in mid ?=s for wider

sectoral applications with emphasis on citi2en!centric services. Eater on many States,Ts started

various e!Fovernance pro"ects. Though these e!Fovernance pro"ects were citi2en!centric they

could make lesser than the desired impact. Fovernment of India launched -ational e!

Fovernance 3lan (-eF3) in ==5. 87 Mission Mode 3ro"ects covering various domains were

initiated. 1espite the successful implementation of many e!Fovernance pro"ects across the

country e!Fovernance as a whole has not been able to make the desired impact and fulfil all its

ob"ectives. It has been felt that a lot more thrust is re+uired to ensure e!Fovernance in the

country promote inclusive growth that covers electronic services products devices and "ob

opportunities. Moreover electronic manufacturing in the country needs to be strengthened. In

order to transform the entire ecosystem of public services through the use of informationtechnology the Fovernment of India has launched the 1igital India programme with the vision

to transform India into a digitally empowered society and knowledge economy.

1.".,


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* well connected nation is a prere+uisite to a well served nation. Lnce the remotest of the Indian

villagers are digitally connected through broadband and high speed internet then delivery of

electronic government services to every citi2en targeted social benefits and financial inclusion

can be achieved in reality. Lne of the key areas on which the vision of 1igital India is centered is

$digital infrastructure as a utility to every citi2en%.* key component under this vision is high

speed internet as a core utility to facilitate online delivery of various services. It is planned to set

up enabling infrastructure for digital identity financial inclusion and ensure easy availability of

common services centers. It is also proposed to provide citi2ens with $digital lockers% which

would be sharable private spaces on a public cloud and where documents issued by Fovernment

departments and agencies could be stored for easy online access. It is also planned to ensure that

the cyberspace is made safe and secure.

1.".*.2 ?ighspeed internet as a core utilit'

Information and communication technologies (IDTs) have the potential of not only bridging the

great digital divide in the country (in terms of easy and effective access to IDTs) but also of positively contributing to the growth of the economy employment and productivity.The

emphasis is on providing high speed internet connectivity across the length and breadth of the

country by deploying IDT infrastructure optical fibre and last!mile connectivity options offered

by wireless technologies in a manner that is affordable reliable and competitive.

he plan of action and timelines are as follows=

7 @ocus *rea Intended Lutcome

&roadband for rural areas

8 Doverage for N==== Fram 3anchayats (F3s) by =75!74> &roadband for urban areasN ;irtual -etwork Lperators for service delivery05 Mandatory communication infrastructure in new urban settlements and buildings4 -ational Information InfrastructureH Integration of all core IDT infrastructure built under -ational e!Fovernance 3lan (-eF3)

for greater efficiency and synergy0? -ationwide coverage by March =747= ,niversal access to mobile connectivity77 Freater network penetration07 Doverage for NN57? uncovered villages by =7H

78 3ublic Internet *ccess 3rogramme under -ational :ural Internet Mission7> Doverage for N==== F3s by =75!74 through Dommon Services Denters (DSDs)07N :ecasting of 7N==== post offices as multi!service centres by =7N!75

1.".*.3 Cradletogra!e digital identit'

The ideal identity is one that is uni+ue singularly sufficient robust enough to disallow duplicate

and fake records easily and digitally authenticable in an inepensive manner and

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lifelong.;ision!1igital!India*adhaar a 7!digit individual identification number issued by the

,ni+ue Identification *uthority of India (,I1*I) on behalf of the Fovernment of India meets

these re+uirements. It is essentially a paperless online anytime!anywhere identity assigned to a

resident to cover hisher entire lifetime. The verification of identity is done online with the help

of authentication devices which connect to ,I1*ICs Dentral Identity :epository and return a

ByesC or BnoC response to the basic +uery $Is the person who heshe claims to be% based on the

demographic and biometric data available with ,I1*I. *adhaar can be used by any application

which needs to establish the identity of a resident andor provide secure access for the resident to

servicesbenefitsentitlements offered by the application.

1.".*." 4articipation in digital @ financial space through mobiles @ banking

Indian telecom sector is the worldCs fastest growing telecom sector. The massive and growing

penetration of mobile phones in India especially in rural areas provides a ready and widespread

base for access to and delivery of public services electronically. 1ata access through mobiles

continues to gain popularity and as on date around H= per cent of internet users in India accessinternet through mobile devices. This holds great promise and potential for e!governance in

general and digital!cum!financial inclusion in particular.bankIn the mobile space 1eitP has

launched Mobile Seva a revolutionary whole!of!government mobile governance initiative

enabling government departments and agencies across the nation to deliver public services to

citi2ens and businesses through mobile devices across various mobile!based channels such as

SMS ,SS1 mobile apps and voice I;:S.In the financial space 1eitP has collaborated with

-S1E 1atabase Management Eimited (-1ME) for providing 3ayFov a centrali2ed platform for

facilitating all government departments and services to collect online payments from citi2ens for

public services. 3ayFov offers an end!to!end transactional eperience for citi2ens who can opt

from various payment options such as -et &anking (5N banks) debit cards credit cards cash

cards prepaid cards wallets and -K@T :TFS etc.The '3radhan Mantri Jan!1han Po"ana' has

been launched as a national mission encompassing an integrated approach to bring about

comprehensive financial inclusion of all the households in the country. The plan envisages

universal access to banking facilities with at least one basic banking account per household

financial literacy access to credit insurance and pension facility. It also envisages channeling all

government benefits to the beneficiariesC bank accounts.

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Figure 7

1.".*.% #as' access to a Common Ser!ice Centre ACSCB

Implemented under the -eF3 formulated by 1eitP the DSDs are IDT!enabled front!end service

delivery points (kiosks) at the village level for delivery of government financial social and

private sector services in the areas of agriculture health education entertainment banking

insurance pension utility payments etc.DSDs operate within a public!private!partnership (333)

model and a 8!tier structure consisting of the DSD operator (known as the ;illage Eevel

Kntrepreneur or ;EK) the Service Dentre *gency (SD*) for establishing DSDs in a 2one

consisting of a few districts and a State 1esignated *gency (S1*) for managing the

implementation in the State. DSDs enable government private and social sector organi2ations to

align their social and commercial goals for the benefit of the rural population in the remotestcorners of the country through a combination of IT!based as well as non!IT!based services.The

initial target was to establish 7===== DSDs in 5===== villages in the ratio of one DSD for

every 5 villages. *s on date more than 784=== DSDs are operational across the country. ,nder

the proposed DSD .= programme it is planned to increase the number of DSDs to N====

(covering all panchayats) to facilitate easier access to DSDs for the citi2ens.

What is in it for the citi2ens

Current scenario for a !illager without eas' access to a CSC

• Inade+uate access to government services and internet.

• Dhanged scenario

• Internet connectivity is available through the DSD.

• The neighbourhood DSD is a convenient and friendly place to know and avail FD

services banking services (including loans) and also to learn about suitable agricultural

practices.

• Several &D services are available too in the DSD.

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• @amily members can learn computer skills at the DSD and also undergo vocational

trainings for better family income.

1.".*.( Shareable pri!ate space on a public cloud

Kasy and authentication!based access to a digital locker i.e. a shareable private space on a publiccloud can greatly facilitate paperless transactions. Diti2ens can digitally store Fovernment!

issued digital documents and certificates and share them with various agencies without having to

submit or send physical documents or copies. 1igital Eocker to Diti2ens < * Fame Dhanger

Current Scenario=

• Diti2ens need to submit paper documents to avail government services.

Aow 1igital India initiative will impact/

•Fovernment of India would provide a digital private space i.e. 1igital Eocker to everyciti2en.

• The B1igital EockerC would enable citi2ens to securely store all their important documents

and credential.

• The electronic documents can be shared with public agencies or others without the need to

physically submit them.

• Such a Bdigital lockerC will greatly improve citi2en convenience and usher in paperless

transactions across the entire ecosystem of public services.

• In a situation of disaster e.g. flood storm fire etc when citi2ens may loose paper

documents documents in the digital repository would be accessible for them anytime

anywhere to avail government or private services.

The digital locker would have a collection of repositories (digital repository) for issuing

authorities (issuer) to upload their documents (electronic document) in a standard format.

3ersonal locker provided to citi2ens would also act as a platform for storing the links (termed as

1ocument ,:I) for accessing the documents directly from these repositories. This platform

would enable the citi2ens to securely share their documents with the service providers who can

also directly access public documents from the issuing authority through an authenticated route.

1.".*., Safe and secure c'berspace

Dyberspace is where all online digital assets protocols identities etc. reside and interact and

transact. It is imperative that cyberspace be made safe and secure for all organi2ations and users.

The Indian Domputer Kmergency :esponse Team (IDK:T DK:T!In) of 1eitP hosts a

comprehensive $secure your 3D% portal at ( http/www.cert!in.org.insecureyourpc.in (link is

eternal) S3DXcoloredXKnglishlargeinde.html ) with guidelines and measures for users against

risks and threats. @urther a -ational Doordination Dentre on Dyber Security has been proposed

as one of the key pro"ects under 1igital India to provide safe and secure cyber space.

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1."./


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Telecommunications (1oT). This aims to resolve the connectivity issues by taking gigabit fibre

to all the panchayats in the country.The Mobile Seva pro"ect of 1eitP is a highly successful

pro"ect that provides a common national platform to all Fovernment departments and agencies at

the central state and local levels for providing mobile based services and mobile apps. Lver

7?== government departments and agencies across the country are using the mobile platform for

mobile enabled services. This initiative has won the =7> ,nited -ations 3ublic Service *ward.

Mobile Seva is a winner at ,nited -ations 3ublic Service *wards (=7>) under the category

$3romoting Whole!of!Fovernment *pproaches in the Information *ge%. It is the only winner

from India in =7>.Dhanging the Eife of Diti2ens through Internet # Mobile connectivity

Current scenario=

• 1ifficulty in availing government services due to lack of internet connectivity.

Changed scenario=

• ,se of mobile phone or laptop would help in checking the status of entitlements bank

account details etc.

• *ccess to internet and focus on digital literacy will also help citi2ens aspire for better "obs

and improved +uality of life.

• Tet books will be available in the form of e!books which can be downloaded on laptops.

• Diti2ens may avail government and private services from home by accessing the software

applications through internet.

1."./." 8ll citi>en entitlements to be portable and a!ailable on the cloud

The fleibility agility cost effectiveness and transparency offered by the cloud technologiesshould be considered while designing and hosting of applications. In order to utili2e and harness

the benefits of Dloud Domputing Fovernment of India has embarked upon an ambitious

initiative < $FI Dloud% which has been named as BMegh:a"C. The focus of this initiative is to

accelerate delivery of e!services in the country while optimi2ing IDT spending of the

Fovernment.The cloud platform can host online repositories for all possible entitlements thereby

providing a single source of truth. This includes areas like 3ublic 1istribution System &3E

entitlements social sector benefits E3F and other subsidies etc. The platform can enable

automated registration maintenance and delivery of citi2en entitlements under several

government schemes. This will provide delivery for these entitlements on an anywhere anytime

basis. * citi2en moving to a new place shall not lose hisher entitlements and will not have to go

through a lengthy process to register and supply documents afresh to continue getting the

benefits. The plan is to leverage the cloud platform for addressing the portability issue towards

ensuring continuity of citi2en entitlements across the entire country.* ma"or milestone was

achieved in Lctober =7> with the launch of provident fund portability through the ,niversal

*ccount -umber (,*-). Kmployees now need not worry about transferring the funds lying in

their provident fund accounts when they change their locations.

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1."./.% igitall' transformed ser!ices for impro!ing ease of doing business

Starting a business dealing with construction permits getting electricity registering property

getting credit protecting investors paying taes trading across borders enforcing contracts

resolving insolvency and other clearances etc. are the various eperiences that define how easy

or difficult it is to do business in a country. Fovernment services for businesses shall be digitallytransformed for improving Kase of 1oing &usiness in the country.The eisting MM3s under the

-eF3 shall be strengthened using latest tools and technologies/The e!&i2 pro"ect provides

integrated services across various central and state departments agencies through a single

window mechanism to all businesses and investors for setting up a commercial enterprisesThe e!

Trade MM3 facilitates foreign trade in India by promoting effective and efficient delivery of

services by various regulatory facilitating agencies involved in foreign trade to enable traders to

avail online services from these agencies.

1."./.( Making financial transactions electronic @ cashless

Klectronic payments and fund transfers have the advantage of targeted and direct delivery to the

intended beneficiaries without the involvement of middlemen who may otherwise subvert the

system. Similarly online mechanisms for payment of fees for certain public services offer a

transparent friendly and epeditious channel to citi2ens for payments. *ll financial transactions

above a threshold shall be made electronic # cashless.1eitP has created 3ayFov India as a

centrali2ed payment gateway for all Fovernment 1epartments and agencies in the country. It is

operated and maintained by -S1E 1atabase Management Etd (-1ME) a wholly owned

subsidiary of -ational Securities 1epository Eimited (-S1E).3ayFov India is securely

integrated with -ational and State Service 1elivery Fateways (-S1F and SS1F) to enable

sharing of information across databases for efficient service delivery and also with the MobileServices 1elivery Fateway (MS1F) under Mobile Seva. The citi2ens can choose from a host of

e!payment options such as -et banking credit card debit card prepaid cash card wallet

Immediate 3ayment Service (IM3S) and mobile wallet.

1."./., -e!eraging 5eospatial Information S'stem A5ISB for decision support s'stems @

de!elopment

;arious government services can be offered in a better way by proper use of FIS technology in

the e!governance applications. -ational Feospatial Information System (-FIS) is being

implemented to integrate geo!spatial data available with a number of organi2ations such asSurvey of India -ational Informatics Dentre (-ID) -:S* and Ministry of Karth Sciences

(MoKS) to develop a FIS platform for e!Fovernance applications.This FIS platform will be

leveraged as a service for the benefit of various mission mode pro"ects and other e!governance

initiatives. -FIS can also be leveraged for monitoring the physical progress of pro"ects disaster

management and speciali2ed needs of public safety agencies.

1.".1) ens

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1.".1).1 #mpowerment

1igital connectivity is a great leveller. Dutting across demographic and socio!economic

segments Indians are increasingly connecting and communicating with each other through

mobile phones and computers riding on digital networks. The 1igital India programme itself

promises to transform India into a digitally empowered society by focusing on digital literacydigital resources and collaborative digital platforms. This also places emphasis on universal

digital literacy and availability of digital resourcesservices in Indian languages.

1.".1).2 +ni!ersal igital -iterac'

1igital Kmpowerment 1igital literacy assumes paramount importance at an individual level for

truly and fully leveraging the potential the 1igital India programme. It provides the citi2ens the

ability to fully eploit the digital technologies to empower themselves. It helps them seek better

livelihood opportunities and become economically secure.The focus today is on making at least

one person e!literate in every household. Dore IDT infrastructure set up by the central and stategovernments such as DSDs can play a critical role in taking digital literacy to the remotest

locations of the country. To ensure that all panchayats in the country have high!speed

connectivity the 1epartment of Telecom (1oT) has established &harat &roadband -etwork Etd.

(&&-E) to roll out the -ational Lptical @iber -etwork (-L@-). &&-E will lay out the optic

fiber cable terminating in each of the N==== gram panchayats in the country providing 7==

Mbps link to be used as information highway by all the stakeholders to ensure that digital

inclusion reaches all villages across the country. This will ensure digiti2ation and connectivity of

the local institutions such as panchayat office schools health centres libraries etc. The industry

has also come forward to support the e!literacy goal through the -ational 1igital Eiteracy

Mission.

-ational Institute of Klectronics and Information Technology (-IKEIT) an autonomous society

under 1eitP has identified more than N=== facilitation centres across the country for training on

courses which will e+uip a person to undertake e!Fovernance transactions through computers

and other basic activities like e!mail browsing the internet etc. -IKEIT has also signed Mo,s

with industry partners towards "ointly conducting courses and online eaminations on digital

literacy.

1.".1).3 +ni!ersall' accessible digital resources

1igital resources are truly universally accessible when they are easily available and navigable

everywhere and by everyone. Lpen resources have the advantage of being widely and

inepensively available and also being widely usable and customi2able. 1igital resources created

or implemented along these lines can be accessed everywhere compared to resources developed

from proprietary systems. Lwner departments and agencies have the responsibility of ensuring

that their digital resources are of high +uality so that access and customi2ation are not

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problematic.,niversally *ccessible 1igital :esources/ Making government documents

accessible to citi2ens anytime anywhereY

Current scenario

•

Fovernment documents are not easily accessible.

Changed scenario

• Diti2en related documents would be available electronically.

• Fovernment departments may access the documents issued by collateral government

agencies.

• 1ocuments issued to the citi2ens would be available to them anywhere anytime in a standard

format which can be shared with an authori2ed entity.

• The documents may be available in local language as well.

• 1ocuments would be accessible to citi2ens through web portals and mobile applications.

The -ational 1ata Sharing and *ccessibility 3olicy (-1S*3) re+uires government organi2ations

to proactively release their datasets in an open format. Implementation of -1S*3 in India is

being done by -ID an agency of 1eitP through the Lpen Fovernment 3latform for India

(http/data.gov.in (link is eternal)) which provides a single point access to all the open!format

datasets published by different government departments. 1eitP is also formulating a policy on

open *3Is to make all the data and information provided by government organi2ations open and

machine readable which can then be consumed by other e!governance applications systems and

the public. 1eitP is responsible for setting up the *3I standards and designing a gateway for

seamless sharing of information amongst the various government agencies.

1igital resources are as useful as the manner in which they are rendered on the usersC devices

which may be mobile phones tablets computers or other devices. These devices while all able

to access sites where digital resources are available may be based on varying support standards

and also may or may not support differentiated styles of content presentation and layout. In such

cases the content may not be rendered correctly on all devices. Donformance to 1eitP!notified

standards for government data and application of the necessary style sheets and other server side

solutions can help owner departments and agencies achieve this aspect of universal accessibility

of their digital resources.,nder the 1igital India programme the government is also committed

to providing access to digital resources for citi2ens with special needs such as those with visual

or hearing impairments (which may be partial or complete) learning or cognitive disabilities

physical disabilities which hinder operation of ubi+uitous access devices such as phones tablets

and computers.

1.".1)." 8ll documentsDcertificates to be a!ailable on cloud

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Diti2ens should not be asked to provide government documents or certificates which are already

available with some departmentinstitution of the government in physical form. 3ortability of all

electronic documents should also be ensured. *s an eample educational institutions should

ensure that all their degrees and certificates are digiti2ed and kept in online repositories with

appropriate access protocols. The citi2en while filling some application form should not be

asked to submit the certified copies of hisher educational certificates but should provide details

of these certificates available in an online repository which can be seen by the agency concerned

using the pointer provided by the citi2en. *ll these repositories of all government issued

documentscertificates should be hosted on a cloud platform to provide a single source of truth

for these documentscertificates. The data may include categories such as digitally signed

educational certificates land records driving licenses permits etc. :e+uesting departments or

users may be provided authenticated access to the digital repository available over the cloud.

1.".1).% 8!ailabilit' of digital resourcesD ser!ices in Indian languages

India has a remarkable diversity in terms of languages written and spoken in different parts of thecountry. There are official languages and 7 scripts. Onowledge of Knglish is limited to a very

small section of the population in the country. The rest often cannot access or comprehend digital

resources which are available mainly in Knglish.1eitP has initiated the Technology 1evelopment

for Indian Eanguages (T1IE) programme for developing information processing tools and

techni+ues to facilitate human!machine interaction without language barriers creating and

accessing multilingual knowledge resources and integrating them to develop innovative user

products and services. The programme also promotes language technology standardi2ation

through active participation in international and national standardi2ation bodies such as ISL

,-IDL1K World!wide!Web consortium (W8D) and &ureau of Indian Standards (&IS) to ensure

ade+uate representation of Indian languages in eisting and future language technology

standards. 1eitP has also initiated the Eocali2ation 3ro"ects Management @ramework (E3M@) to

help locali2e applications under the MM3s and other government applications. 1eitP is also

formulating a new mission mode pro"ect named as e!&hasha to help develop and disseminate

digital content in local languages to India's largely non!Knglish speaking population. The

disabled friendly content and systems are being developed as per accessibility standards.

1.".1).( Collaborati!e digital platforms for participati!e go!ernance

Traditionally digital platforms have been used for dissemination of information and provision of

services to the users. Through these platforms Fovernment could establish communication withthe citi2ens though it was mostly one!way. 1igital platforms with necessary thrust from

developments on technology front have come of age and can now facilitate government

departments to have effective two!way communication and interaction with citi2ens. 3latforms

that are more collaborative facilitate greater participation from the users. Instead of reaching out

to citi2ens every now and then government can be in touch with them round the clock through

digital platforms which would facilitate participative governance.The platform would provide a

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mechanism to discuss various issues to arrive at innovative solutions make suggestions to the

government provide feedback on governance rate the government actionspoliciesinitiatives

and actively participate with the government to achieve the desired outcomes.1eitP has recently

launched a nationwide digital platform named as $myFov% (www.mygov.in (link is eternal)) to

facilitate collaborative and participative governance. 1eitP also maintains a social media page

highlighting e!governance services being provided through -eF3 at

https/www.facebook.com-ationaleFovernance3lan (link is eternal) which has over 7 lakh

fans and followers as on date.

1.".1)., $ooterup

Share your ideas and @eedback *ccessibility Statement *rchive Terms # Donditions Website

3olicies 1isclaimer Aelp :ight To Information Site Map

,pdated Ln/ 75!Jun!=7N

Total ;isitors/ 7=>N5?H

1.".1).* M' 5o!ata go!National 4ortaletaal

Dontent owned # provided by the respective Dentral Fovernment 1epartments and the

3rogramme coordinated by 1epartment Lf Klectronics # Information Technology Fovernment

Lf India. This portal is designed and developed by 1eitP (link is eternal) -ID (link is

eternal).

1.".1)./ 4rogramme Management Structure for igital India 4rogramme

The 3rogramme management structure for the 1igital India prorgamme as endorsed by the,nion Dabinet is as follow @or effective management of the 1igital India programme the

programme management structure would consists of a Monitoring Dommittee on 1igital India

headed by the 3rime Minister a 1igital India *dvisory Froup chaired by the Minister of

Dommunications and IT and an *pe Dommittee chaired by the Dabinet Secretary. The structure

has the needed secretarial monitoring technical support and appropriate decentrali2ation of

power and responsibility to ensure effective eecution of the various pro"ects components by the

implementing departments teams.

1.".1).1) e' components of the 4rogramme Management structure would be as follows=

Dabinet Dommittee on Kconomic *ffairs (DDK*) for programme level policy decisions. *

Monitoring Dommittee on 1igital India under the Dhairpersonship of 3rime Minister which will

be constituted with representation drawn from relevant Ministries 1epartments to provide

leadership prescribe deliverables and milestones and monitor periodically the implementation

of the 1igital India 3rogramme. * 1igital India *dvisory Froup headed by the Minister of

Dommunications and IT to solicit views of eternal stakeholders and to provide inputs to the

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Monitoring Dommittee on 1igital India advise the Fovernment on policy issues and strategic

interventions necessary for accelerating the implementation of the 1igital India 3rogramme

across Dentral and State Fovernment Ministries1epartments. The composition of the *dvisory

Froup would include representation from the 3lanning Dommission and H to ? representatives

from States,Ts and other Eine Ministries1epartments on a rotational basis. *n *pe

Dommittee headed by the Dabinet Secretary would be overseeing the programme and providing

policy and strategic directions for its implementation and resolving inter!ministerial issues. In

addition it would harmoni2e and integrate diverse initiatives and aspects related to integration of

services end to end process re!engineering and service levels of MM3s and other initiatives

under the 1igital India 3rogramme wherever re+uired.Kpenditure @inance Dommittee

(K@D)Dommittee on -on 3lan Kpenditure (D-K) to financially appraise approve pro"ects as

per eisting delegation of financial powers. The K@D D-K headed by Secretary Kpenditure

would also be recommending to the DDK* the manner in which MM3s eFovernance initiatives

are to be implemented as well as the financial terms of participation for States. * representative

of the 3lanning Dommission would also be included in both the K@D and D-K.* Douncil of Mission Eeaders on 1igital India headed by Secretary 1eitP would be established as a platform

to share the best practices in various eisting and new eFov initiatives under 1igital India and

also to sensiti2e various government departments about IDT pro"ects of 1eitP. While the inter!

departmental integration and interoperable issues of integrated pro"ects eFovernance initiatives

would be resolved by the *pe Dommittee on 1igital India headed by Dabinet Secretary the

technical issues of integrated pro"ects would be resolved by the Douncil of Mission Eeaders.

@urther considering the scope of the 1igital India 3rogramme and the need to look at issues such

as overall technology architecture framework standards security policy funding strategy

service delivery mechanism sharing of common infrastructure etc. at a programme level it is proposed that the technical appraisal of all 1igital India pro"ects be done by 1eitP prior to a

pro"ect being placed before the K@D D-K. It may be mentioned that the 1eitP has already set

up a 3rogramme Management ,nit namely -ational eFovernance 1ivision (-eF1) to provide

support to departments in conceptuali2ing developing appraising implementing and monitoring

respective MM3s eFovernance Initiatives.@or effective monitoring of 1igital India usage of

3ro"ect Management Information System would be mandatory in each new and eisting Mission

Mode 3ro"ects to capture the real or near real time details about the progress of the pro"ect. This

tool should be proficient enough to capture the parameters for each stage of pro"ect namely

conceptuali2ation and development implementation and post implementation. The parameters

could be decided in consultation with various line Ministries 1epartments and 1eitP. Since the$e!Oranti/ -ational eFovernance 3lan .=% is already integrated with 1igital India 3rogramme

the eisting programme management structure established for -ational eFovernance 3lan at both

national and state level has also been decided to be integrated appropriately with the programme

management structure being envisaged for 1igital India 3rogramme at national and State,T

level.

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1.".11 Current Status

The *pe Dommittee on the 1igital India programme headed by the Dabinet Secretary and the

1igital India *dvisory Froup chaired by the Minister of Dommunications and Information

Techology has been constituted. The first meeting of the *pe Dommittee on the 1igital India

programme was held on 5.77.=7>. The second meeting of the *pe Dommittee on the 1igitalIndia programme was held on =?.=.=7N. The actions on decisons made by the *pe Dommittee

are being worked out.

Chapter 2 9esearch and Methodolog'

9esearch and Methodolog'

The :esearch methodology used in the study was descriptive research design. It includes surveys

and fact!finding re+uires of different kinds. Selected +uestions are asked from the youths to

evaluate a particular result of the study and find out the conclusions from it. The ma"or purpose

of description research designs as it eists at present. The main characteristic of this method is

that the researcher has no control of variables0 we can report only what has happened or what is

happening. The primary purposes of basic research (as opposed to applied research) are

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documentation discovery interpretation or the research and development (:#1) of methods

and systems for the advancement of human knowledge.

2.1 9esearch ;b:ecti!e

• To find out how many of the youths show interest in the latest pro"ect which is started by our 3rime Minister -arendra Modi

• To find out how many of the youths are aware of the digital Marketing

• To find if the youths use the latest technologies and if they use social sites

• To find out how many of them think that the digital India pro"ect is going to be a success in

the near future

• To find if the youths think if will lead to a greater growth of India in future

• To find if the people think that the digital India pro"ect will eradicate poverty which is still a

ma"or problem in India

2.2 9esearch design* research design is the arrangement of conditions for collection and analysis of data in a manner

that aims to combine relevance to the research purpose with economy in procedure.

* well!structured +uestionnaire is framed.

1ata is collected from the youths

@indings are made and necessary recommendations are given.

2.3 9esearch ool

* structured +uestionnaire has been prepared to get the relevant information from the

respondents. The +uestionnaire consists of a variety of +uestions presented to the youths for their

despondence. Survey is made to different level of youths of 1ifferent ages

2." Sources of ata

It is of two types/

7. 3rimary 1ata

. Secondary 1ata

2.".1 4rimar' data3rimary data) is a term for data collected from a source. :aw data has not been sub"ected to

processing or any other manipulation and are also referred to as primary data. :aw data is a

relative term (see data). :aw data can be input to a computer program or used in manual

procedures such as analy2ing statistics from a survey. The term can refer to the binary data on

electronic storage devices such as hard disk drives (also referred to as low!level data).:aw data

(sometimes called source data or eggy data) are the data input to processing. * distinction is

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sometimes made between data and information to the effect that information is the end product

of data processing. :aw data that has undergone processing are sometimes referred to as

cooked data. The primary data is defined as the data which is collected for the first time and

fresh in nature and happen to be original in character through field survey. 3rimary data

collection you collect the data yourself using methods such as interviews and +uestionnaires.

The key point here is that the data you collect is uni+ue to you and your research and until you

publish no one else has access to it.

2.".1.1 here are man' methods of collecting primar' data and the main methods include=

7. 9uestionnaires

. Lbservation

8. Dase!studies

>. 1iaries

N. Dritical incidents

2.% Secondar' data

The secondary data are those which have already been collected by someone else and have been

passed through statistical process. The secondary data for this study are already available in the

firm's internal records annual report broaches and company's website. Secondary data is data

collected by someone other than the user. Dommon sources of secondary data for social science

include censuses organi2ational records and data collected through +ualitative methodologies or

+ualitative research. 3rimary data by contrast are collected by the investigator conducting the

research.Secondary data analysis saves time that would otherwise be spent collecting data and

particularly in the case of +uantitative data provides larger and higher!+uality databases that

would be unfeasible for any individual researcher to collect on their own. In addition analysts of social and economic change consider secondary data essential since it is impossible to conduct a

new survey that can ade+uately capture past change andor developments.

2.( ata collection method

There are selected +uestions which are asked from the people or mainly youths to complete or

valuate our study .The data collection method used in this research is survey method. Aere the

data are systematically recorded from the respondents or from the following youths.

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Chapter 3 ata 4resentation and 8nal'sis

ata 4resentation and 8nal'sis

3.1 The following pie chart shows how many number percentage of youths are employed

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Figure 8

Interpretation

The above data represents about 4=6 of the youths are not employed and 8=6 are employed

3.2 The following pie chart shows how many percentage of youths use their Smartphone for

which purpose

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Figure 9

Interpretation

The above data represents about 4=6 use youths use their Smartphone for internet =6 for

games and 7=6 for calling

3.3 The following pie chart shows which social networking sites youths mainly use

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Figure 10

Interpretation

The above data represents about N=6 of youths use facebook 8=6 use instagram and 7=6 for

yahoo and 7=6 use all of the social sites

3." The following pie chart shows how many percentage of youths use online sites for buying

online products

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Figure 11

Interpretation

The above data represents about N=6 of youths use *ma2on =6 use flipcart and =6 for use

shopclues and 7=6 use snapdeal

3.% The following pie chart shows how many percentage of youths agree that digital marketing

helped them to gather information

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Figure 12

Interpretation

The above data represents about N=6 of youths agree =6 highly agree =6 are not sure and

7=6 disagree

3.( The following pie chart shows how many percentage youths agree that digital India is going

to change the way of living of people in India

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Figure 13

Interpretation

The above data represents about 5=6 of youths agree 7=6 disagree =6 are not sure and 7=6

highly agree

3., The following pie chart shows how many percentage of youths support digital India pro"ect

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Figure 14

Interpretation

The above data represents about N=6 of youths disagree 7=6 highly agree 7=6 are not sure

and 8=6 agree

3.* The following pie chart shows how many percentage of youths agree that the digital India

pro"ect by -arendra modi will be successful in near future

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Figure 15

Interpretation

The above data represents about 4=6 of youths agree 7=6 highly agree 7=6 disagree and =6

are not sure

3./ The following pie chart shows the percentage of youths who agree that the digital India

pro"ect will eradicate poverty in India

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Figure 16

Interpretation

The above data represents about >=6 of youths agree 8=6 disagree 7=6 highly disagree and

7=6 are not sure and 7=6 highly agree with it

Chapter "

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Summar' and Conclusion

".1 Summar'

1igital marketing is an umbrella term for the targeted measurable and interactive marketing of

products or services using digital technologies to reach and convert leads into customers.The keyob"ective are to promote brands build preference and increase sales through various digital

marketing techni+ues. It is embodied by an etensive selection of service product and brand

marketing tactics which mainly use the Internet as a core promotional medium in addition to

mobile and traditional T; and radio.

1igital marketing activities are search engine optimi2ation (SKL) search engine marketing

(SKM) content marketing influencer marketing content automation campaign marketing and

e!commerce marketing social media marketing social media optimisation e!mail direct

marketing display advertising e


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The following research shows that the number of people who were asked are mostly unemployed

the above pie chart showed about 4=6 of them are not working .a +uestion was asked about the

use of the Smartphone this does not need a pie chart as all people were using a Smartphone. The

research has showed that about 4=6 of the users use their Smartphone for using internet about

7=6 of the users use their phone for the calling purpose and =6 use their phone for playing

games. *s we kno tat mostly people use their Smartphone for using internet as they had to

connect with the people around the world or for checking their mails. * +uestion was asked

where the users were asked about the networking site they mostly prefer to use the pie chart

showed that N=6 prefer to use face book as the people are so much addicted to face book as it

enables to get connected to the users worldwide it enables the users to chat check news feed

etc. 8=6 of users prefer to use Instagram as this new social app is trending worldwide because

of its small si2e and user friendly interface. Some users get connected with with yahoo and about

7=6 of people all of the above social sites. There was a +uestion asked where people had to tell

if they buy online products from online stores like snapdeal shopclues ama2on etc. about N=6

of the users used ama2on for buying online products which means that the ma"ority of the people prefer to use ama2on it is also said to be the biggest online store of the world. Some of the users

prefer buying product from snapdeal shopclues and flipcart these sites are also good as they

satisfactory products to their customers and less or no shipping cost and

project on digital marketing

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