Implementing Digital Strategies for Lead Generation and

Conversion
For

Sellryt eBusiness Pvt. Ltd.

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Dr. Sarmistha Sarma Submitted by: Deepshikha Sharma

Roll No.:02790301716

Institute of Innovation in Technology & Management,

New Delhi – 110058
Batch (2016-2019)
 CERTIFICATE

I, Ms. Deepshikha Sharma, Roll No. 02790301716 certify that the Project Report /Dissertation BBA-311)

entitled “Implementing Digital Strategies for Lead Generation and Conversion” is done by me and it is an

authentic work carried out by me at Sellryt eBusiness Private Limited. The matter embodied in this

project work has not been submitted earlier for the award of any degree or diploma to the best of my

knowledge and belief.

Signature of the Student

Date:

Certified that the Project Report/ Dissertation (BBA-311) entitled “Implementing Digital Strategies for

Lead Generation and Conversion” done by Ms. Deepshikha Sharma, Roll No. 02790301716, is completed

under my guidance.

Signature of the Guide

Dr. Sarmistha Sarma

Designation:

Date:

Countersigned

(Director / Project Coordinator)

 ACKNOWLEDGEMENT

After the successful accomplishment of a project, it is the first and foremost duty of researcher to

acknowledge the motivation, guiding and supporting factors which led him/ her to prepare and finish project

report.

With due respect and regards I wish to express my deep sense of gratitude to Mr. Peeyush Kumar, Managing

Director for providing me the guidance to complete this project report.

In this context, I would like to express my special acknowledgement and deep regards to my project guide

Mr. Himanshu Rajput who supported me throughout the internship.

I also thank the employees, officers and the supervisors of the company who without any hesitation gave me

the details which I required during the project. They have given their valuable time to complete my project

on time.

I also take opportunity to thank to the faculty in – charge Dr. Sarmistha Sarma for allowing me to do the

project.

Last but not the least I thank all my friends for their immense support and encouragement throughout this

study.

Deepshikha Sharma

02790301716
 EXECUTIVE SUMMARY

This project on “Implementing Digital Strategies for Lead Generation and Conversion” is being

prepared and presented with a view to educate the readers about the various channels of digital

marketing. The objective of the project is to analyse the various methods of digital marketing which

can be implemented to generate and convert leads of the company.

The report covers the topic digital marketing and gives an overview on the various methods of

digital strategies that I have followed at Sellryt Business Solution. Solution. The Sales Team in Sellryt

were able to generate good leads via email marketing campaigns effectively, since they were not used to

tapping immense power of social media they were not using it at all. The other source of leads was their

working relationship with Amazon’s & Flipkart’s service vendor teams which was giving them good

results.

I was given responsibility of handling their Social Media channels such as Facebook, Twitter, LinkedIn,

Youtube & amp; Instagram. My role initially was to give Sellryt’s presence on these channels moving

towards brand building and lastly generating leads from the organic and inorganic activities. My initial

challenge was to take ideas from the management as they were already busy with demanding and outgoing

challenges faced on the evolving marketplace.

After collecting information from different sources I began my work on Social Media channels and was able

to establish channels within the week with first round of introductory content. I then began focussing one

media channel at a time and figured out how their algorithm work for effective engagement and content

posting. It was important for me to know visitor behaviour on the channels separately.

Our management told us to put more focus on Facebook as our target audience was present there in groups.

Since we were not allotted any budget for the ads initially we were completely dependent on organic traffic
and posting relevant content to each group separately. In the second month we were given some budget to

prove our efficiency for which we had good engagements from the visitors considering the nature of

business. The kind of a model was still new for new visitors to digest.

Other bunch of media channels included Instagram where we had very low response for service based start-

ups. Response was more than expected from Linkedin where a few leads were generated. Apart from these

two other channels like Twitter and Youtube were used to help website perform good on search engines.

Content helped a lot in inproving organic performance of website which was appreciated by our SEO

team there.

At last, I built reports fetching data from all these channels and represented in the form of this report in front

of my management which was applauded. I truly thank my institution for providing me this wonderful

opportunity because of which I was able to nurture my social media skills.

 PREFACE

Summer training is one of the integral parts in the management course. Learning theory and doing it

practically are two important aspects of study; summer training provides an opportunity to understand the

practical concepts of theory. Every student of management course is supposed to undergo six to eight weeks

training in an industry / organization.

I feel great pleasure in submitting this piece of work as my training project completed at Sellryt Business

Solutions, New Delhi.

I hope that this work provides fruitful result in the eyes of the reader in all the aspect. The project describes

the popular channels of digital marketing and mainly focuses on various aspects of social media marketing

and content marketing. This research is an attempt to present a report on account of little practical

knowledge. In my opinion the reader will be satisfied with the project in all aspects. I guarantee the original

and authenticity of this project.

 CONTENTS

S No Topic Page No

1 Certificate (s)
2 Acknowledgements
3 List of Figures
4 Chapter-1: Introduction
5 1.1: Company Profile
6 1.2: Objective of the company
7 1.3: Industry Profile
8 Chapter-2: Research Methodology
9 2.1: Theoritical Framework
10 2.2: Research Methodology
11 Chapter-3: Data Presentation & Analysis
12 3.1: For website traffic
13 3.2: For Sellryt twitter page analysis
14 3.3: Analysis of facebook page of Awww
15 Chapter-4: Summary and Conclusions
16 4.1: Limitations
17 4.2: Conclusion
18 4.3: Recommendations
19 References/Bibliography
 LIST OF FIGURES

Figure No Title Page No

Snapshot of Sellryt Pinterest Page

Snapshot of Sellryt Twitter Page

Snapshot of Sellryt Instagram Page

Snapshot of Sellryt selling page on Instagram

Snapshot of content posted on Instagram page of online

selling
Snapshot of Facebook page of Sell_Online

Snapshot of content posted on the facebook page “Sell

Online”
Snapshot of Twitter page of OnlineSelling

Snapshot of facebook page of company’s client “Awww”

Snapshot of Traffic overview of Sellryt’s website

Snapshot of various sources of traffic on Sellryt’s

website
Snapshot of Traffic overview of Sellryt and it’s
competitor Browntape
Snapshot of various sources of traffic generated on
Sellryt and Browntape
Snapshot of Twitter analysis of Sellryt Twitter page

Snapshot of Twitter analysis of Sellryt Twitter page

Snapshot of Facebook insights of “Awww” Facebook

page
 CHAPTER 1

INTRODUCTION

1.1 Company Profile

Sellryt Business Solution is an e-commerce service provider which provides very adaptable and

secure e-commerce arrangements and also empowers manufacturers and retailers to concentrate

on overseeing and developing their business. It was founded in 2015 and Headquartered in New

Delhi. Mr. Peeyush Kumar is the young Founder and Managing Director of Sellryt Business

Solution, Fastest growing name in e-commerce service provider. The company now assist over

400+ sellers in selling their product online.

1.2 Business models

The company offers a pay-per-use Web-based solution that helps small merchants and e-

commerce firms manage orders from the time they are placed till when products are delivered.

1.3 What Sellryt does for Sellers?

 Sets Prices for sellers so there is no need to bargain with the customers. 

 Updates Sellers catalogue on various marketplaces. 

 Online marketing for sellers’ product. 

 Providing full technical assistance to sellers in order to help them grow faster at online

marketplaces. 
 1.4 Services:

 Multi-channel online selling: The Company helps their clients create their accounts at

different online marketplaces in India like Flipkart, Amazon, E-bay and Snapdeal etc. thereby

creating and expanding their online presence. 

 Catalogue management: The Company provides services ranging from product photography

to content creation to each Stock Keeping Unit (SKU) related detail. 

 Order Management: It provides a platform to sellers from where they can receive orders from

different marketplaces on single screen and also notify sellers on how much items to ship to

which customer. 

 Inventory Management: Sellryt helps sellers to synchronize their orders, stocks and shipments

for faster and accurate deliveries. 

 Sales and Channel Management: It helps sellers reach more clients, enhance their experience

and fulfilment, scale their operation and make their little business more advanced and

beneficial. 

 Web Store Management: The Company also provides services for sellers’ own online

ecommerce portal as per their own requirements and convenience to help increase sellers’

business and enhance their consumer experience. 








1.5 Process

 Firstly the seller needs to register themselves on the company’s website. 

 Agreement is signed mutually between the company and the client. 

 The company then lists the sellers’ product on various marketplaces as per the agreement. 

 With the software that company offers sellers can view their entire listed product at one place. 

 Sellers can then view the orders they receive. 

 Sellryt logistics help to deliver the product. 

 After the delivery of product, sellers can receive payments. 

 CHAPTER-2

THEORETICAL FRAMEWORK AND RESEARCH METHODOLOGY

2.1 THEORETICAL FRAMEWORK

Digital marketing’s main goal is to increase customer engagement and awareness about the

product. Digital marketing is marketing the availability of a product through various forms of

electronic media. By “electronic media,” this means using computers, cellphones, smartphones,

tablets, and even gaming consoles to engage the target market. It can make use of e-mails, apps,

social networks, and websites to establish the online presence of a brand or company.

FOR STARTUPS, digital marketing is a more viable option than traditional media because

even with a small budget, businesses can test the effectiveness of their marketing strategy,

control costs, and reach out to targeted prospects.

The Digital Marketing Industry Report 2016 released by digital marketing agency Social Beat

in May and June 2016 with participation of 376 Chief Marketing Officers (CMO) and marketing

heads of various companies highlights the rise of digital marketing, though brands continue to

use television and print mediums to have a 360 degree approach. While brand awareness and

lead generation/sales seem to be the primary goals set by the CMOs, digital marketing is

increasingly being leveraged for Customer Engagement and Customer Service too. According

to the report’s survey, digital marketing spends are about one-third of the total marketing

spends.
The report also states that with increasing usage of internet by consumers, around 87 per cent

of brands are opting for digital marketing, besides television and print medium, for customer

engagement and brand promotion, Social networking site Facebook was preferred by 89 per

cent brands for taking up digital promotion, while search giant Google came second with 78

percent.

2.1.1 Leads

A lead, in a marketing context, is a potential sales contact: an individual or organization that

expresses an interest in your goods or services. Leads are typically obtained through the referral

of an existing customer, or through a direct response to advertising/publicity.

2.1.2 Lead Generation

Lead generation describes the marketing process of stimulating and capturing interest in a

product or service for the purpose of developing sales pipeline. Lead generation often uses

digital channels, and has been undergoing substantial changes in recent years from the rise of

new online and social techniques.

2.2.3 Lead Conversion

In electronic commerce, lead conversion is the act of converting site visitors into paying

customers.
2.1.4 Popular Digital Marketing Channels

Display Advertising

This channel involves designing graphical advertisements and placing them next to content on

websites, e-mails and other digital format, and instant messaging applications. The

advertisements can be text, images, audio or video clips, animation, or other interactive content.

Display advertising not only helps in promoting new products or offers, but it also helps in

increasing online presence and reaches out to the customers. Display advertising can help drive

leads and increase brand awareness too.

E-mail Marketing

It involves marketing of products or services to targeted customers via e-mail. E-mail marketing

is a great way to gain new customers or improve relationships with existing customers.

Social Media Marketing

Social networks like Facebook, and LinkedIn, blogs, micro blogging websites like Twitter,

forums, wikis or open encyclopedias, content communities like Flickr and YouTube, are all

forms of social media. All of these forms involve the building of networks or communities by

allowing users to interact with each other. Social media tools encourage users to share opinions,

participate in discussions and engage with others in real time. As such, social media marketing

can be the best way to market brand or company, and connect with the customers.
Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web

page in a web search engine’s unpaid results.

Pay-Per-Click Advertising (PPC)

Paid advertising channels like Pay-Per-Click advertising deliver highly targeted traffic of

potential customers within a very short period of time. This method however is driven by

willingness to invest in bidding and placing ad placements, as well as how much one is willing

to pay for acquiring one customer.

Content Marketing

Content is at the heart of every digital marketing campaign and is the one major element that

will remain constant despite the many changes that occur in the marketplace. With good, high-

quality and very relevant content, website and other Internet marketing companies generate

considerable inbound traffic from highly targeted audiences – all of which can be potential

customers. Content includes text, graphics, videos, and other related materials people are

looking for and are very interested in.

RESEARCH METHODOLOGY

2.2 Research Objective

The descriptive research design is used for analyzing and studying the process of digital

marketing .It is very simple & more specific than explanatory study.

The descriptive study is a fact finding investigation with adequate interpretation. The

descriptive study aims at identifying the various characteristics of a problem under study. It

reveals potential relationships between variables and also setting the stage for further

investigation later. Although the results of qualitative research can give some indication as to

the ‘why’, ’how’ and ‘when’ something occurs, it cannot tell us ‘how often’ or ’how many’. As

the research conducted was observatory there was no questionnaire and hence no sample size

or data interpretation was to be done.

2.2.1 Data Sources:

Primary Data:

It is a firsthand data which is collected by me. The different way of collecting primary data is

personal interview, questionnaire, survey etc. As my project is descriptive study there is no

primary data collected as such.

Secondary Data:

Secondary data is collected from already existing sources in various organization brochures &

records. Secondary data for the study were collected from the websites & other studies available

on internet.
2.2.3 Qualitative Research

To meet the objectives, the study used qualitative research. Data was collected from secondary

sources. Secondary sources were Office records, websites, and information available on

internet, office executives, and company data.

2.2.4 Strategies Developed and Executed during the Project

 Created pinterest, instagram and twitter page for the company and updated it from time to time

with information relevant for online sellers and happenings related to e-commerce. 

Fig-2.4.1 Snapshot of Sellryt Pinterest page

Fig- 2.4.2 Snapshot of Sellryt Twitter page

Fig-2.4.3 Snapshot of Sellryt Instagram page

 Created a page named “Online Selling” on instagram and twitter and ‘Sell_online’ page on

facebook and updated it regularly with information related to online selling and e-commerce. 

Fig-2.4.4 Snapshot of Online selling page on Instagram

Fig- 2.4.5 Snapshot of the content posted on instagram page of online selling
 Fig- 2.4.6 Snapshot of Facebook page of Sell_online

Fig- 2.4.7 Snapshot of the content posted on the facebook page “Sell_Online”
 Fig -2.4.8 Snapshot of Twitter page of OnlineSelling

 Resolved queries of some sellers (like what company does) and forwarded their issue to

business development executive for further processing of their queries. 

 Updated the content on company’s facebook page. 

 Identified facebook groups and communities related to online sellers and posted content related

to services that the companies offer. 

 Identified facebook groups and communities related to online selling and promoted company’s

client product there. 

 Created facebook page for company’s client named ‘Awww’ and promoted its product through

different content like pictures, text and video. 

 Fig- 2.4.9 Snapshot of facebook page of company’s client “Awww”

 Developed the content for company’s website and forwarded it to the respective executive for

further changes to take place. 

SELLRYT CASESTUDY

Following is the case study of Sellryt which I have made by myself during my internship period.

Client is a US based company with luxury cosmetic brands under its name, doing online business on

Amazon US, UK, and European marketplaces with both Seller Central and Vendor Central accounts.

Product line includes cosmetic, hair care, men’s grooming, health and wellness products.

Challenges

The client was experiencing a downfall in overall revenue due to growing competition in the marketplaces,

bad account health, as well as increased compliances and complications on Amazon. To sustain in the

Market, the company had to increase its revenue and establish its brand to the masses by running campaigns.

Account management was also a pain area for the client because of the Amazon vendor central account.

Creation of listing using flat file template, optimizing the existing product pages for better search results was

required at the primary level to save their time with the better throughput.

Analysis

Sellryt analyzed various important details to come to a proper solution for the client.

1. Client’s work processes and workflow

Sellryt started with the most important factor which was needed to analyze and see if the client

workflow is effective or not. Sellryt was provided with the required information regarding the work

processes and their business goals and how far they have reached towards their specific business

goals and at what rate. This analysis was important to know the glitches and if there is any scope of

reduction in expenses.
2. Areas of constraints

Sellryt also dug in deep to find the areas of constraints for the client. Sellryt found that inventory

planning, launching products on Amazon and advertising were some of the biggest obstructions

which client had then. Once you find out about your constraints, it becomes important to work on it

to expedite your business growth.

3. Branding of products on Amazon Marketplace

Sellryt also became aware that proper branding of products on the marketplace in front of a right

audience on the set of right keywords was never in place due to lack of knowledge or trained

resources. But with in- depth research, skills, and resources it can give desired results with controlled

ACoS.

4. Cost of training in-house resources

The client was well aware of the fact that the cost of training in-house resources will impact their

profitability and might not result in the desired outcome. It was a critical situation for the client, and

they need someone who can help them overcome the situation.
Solutions

1. SEO of product pages

Sellryt helped the client with SEO of the existing product listings with the most searched keywords

and optimized the product titles, description, bullet-points, and back-end search terms. It is

imperative for any product listings for better visibility on Amazon search results.

2. Flat-file management

The client lacked high-skilled resources to work with Amazon flat-file templates for regular activities

to save time and work efficiently. It is crucial to understand the Amazon work process to feed the

data to Amazon system in an acceptable format. All the mandatory fields and required information

by Amazon could be quite time-consuming at times. Our experts helped the client by saving time on

such tedious tasks and resolved the errors efficiently.

3. Enhanced product images and pages

Amazon has equipped the seller accounts for better representation of the product in the form of A+

Pages or Enhanced Brand Content. For any brand, it is a great opportunity to use these spaces to

build-up their product’s image. Our graphic designers, well-versed with Amazon policies, created a

much-enhanced version of the product’s otherwise subtle images to lure the prospective buyers. It is

important to show the product key features in a highlighted form, not to be missed by visitors in any

way.

4. Copywriting

Systematic creation of content is a key to the proper presentation of your product. It’s not just about

giving information about the product rather at the same time bringing the originality which justifies

with the brand rapport. Sellryt created the original, innovative and most importantly an SEO friendly

content for product’s description, bullet-points, and A+ pages while keeping in line with the Amazon

policies.
5. Amazon Advertising Services

When it comes to advertisement, it is undeniably important to evaluate the cost of sale to garner an

actual profit. With the platform like Amazon which attracts rich traffic also gets a healthy

competition from the market. Before our engagement with the client, there were already many

campaigns in place, but the Actual Cost of Sales (ACoS) was not leaving any revenue. Our experts

analyzed the campaigns, presented the right strategy to target the right audience. Amazon sponsored

ads, headline search ads, product display ads, banner ads- all have different background algorithm

and thus needed a different approach to run. Our team helped the client get higher impressions, sales

on advertising at a lower and controlled ACoS.

6. Customer Service

When Sellryt tied up with the client, with the growing sale, it was necessary to manage the customer

service. With the gigantic number of daily orders, the buyer-seller communication became the

prominent area of work. Sellryt helped the client with the customer support services by responding to

multiple seller inquiries, resolving the disputes and claims by interacting with buyers..

7. Amazon Store-Setup

Sellryt also helped client set-up an Amazon Brand. With the highly skilled resources, it was no pain

to present a well structured and optimized store, highlighting the USPs of the brand, and a brief

journey of the brand to introduce to the masses.

Conclusion

Increase in sales by 150%

Savings on advertising cost by 43%

Managed 900+ ASINs of Client

Maintained good account health matrix

Developed Client’s own Shopify web-store with social media presence

The client and Sellryt are together for six months now; the client has launched multiple new products

during this time. The client is now focused on launching a new brand from different product category

under its name. Sellryt is working on the launch and social media marketing of this new brand while

assisting the client with regular e-commerce activities.

 CHAPTER-3

DATA ANALYSIS

3.1 For website traffic:

For evaluating website traffic of Sellryt and also for comparing it with its competitor’s website,I

have used SimilarWeb.com's advanced traffic estimator tool. The tool helps to track and know

digital market share of company and its competitor.

Fig 3.1.1 Snapshot of Traffic overview of Sellryt’s website

Interpretation:

The above snapshot shows the Total Visits on Sellryt’s website during the last six months.

The website traffic was low during May to July but after making few changes in website and

promoting it on various social media platforms the traffic on website increased.

The total engagement during the period of six months was 1.90k or 29.36%; the average visit

duration was 2 minutes and 40 seconds.

The number of pages per visit was 1.20 and the total bounce rate was 55.69%
 Fig 3.1.2 Snapshot of various sources of traffic on Sellryt’s website

Interpretation:

The above snapshot shows the main source of traffic for Sellryt’s website.

1. The total traffic coming from direct sources at Sellryt’s website was 31.58%

2. The traffic from Referrals like linkedIn was 5.26%

3. The highest number of traffic is coming from Search i.e 57.89%

4. Social media platforms like facebook, Instagram, twitter has a traffic of 5.26%

5. There was no traffic coming from mails and display advertisements.

 Fig -3.1.3 Snapshot of Traffic overview of Sellryt and it’s competitor Browntape

Interpretation:

The above figure shows a comparison between Sellryt and one of its competitor, Browntape.

While comparing the company with its competitor, it was found that competitor was doing

much better in generating traffic.

1. The total number of visits at Sellryt’s website was 1.90k while the total visits at Browntape

was 42k.

2. The average visit duration at Sellryt’s website was 2 minutes 40 seconds, on the other hand

the average duration at Browntape was 6 minutes and 6 seconds

3. The number of pages per visit at Sellryt’s was 1.20 while 3.98 pages per visit at Browntape’s

website.

4. The total bounce rate at Sellryt was 55.69% and 41.90% at Browntape.
 Fig 3.1.4 Snapshot of various sources of traffic generated on Sellryt and Browntape

Interpretation:

The above Snapshot shows the comparison between Sellryt and its competitor Browntape.

For both Sellryt and its competitor, their main source for traffic was search engine, but Sellryt

created more traffic through search engine than its competitor.

1. Out of total traffic on Sellryt's website 34% came from Direct link/url as compared to 36%

that of Browntape

2. 5.25% traffic came from referrals on Sellryt’s website as compared to 18.36% that of

Browntape

3. The traffic coming from Search on Sellryt’s websie was 57.89% as compared to 44.72% on

Browntape.

4. Traffic from social media platforms at Sellryt was 5.26% as compared to 2.20% on

Browntape website.

5. No traffic was coming from mails and display advertisements on both Sellryt and

Browntape’s website.
3.2 For Sellryt Twitter page Analysis

Twitter provides its own analytic tool to understand how the content share on Twitter grows

business. I have used the same to find the impact of twitter.

Fig 3.2.1 Snapshot of Twitter analysis of Sellryt twitter page

Interpretation:

During the project, there were 17 impressions (no. of times user saw a tweet on twitter) per

day. Highest impression was on June 9 accounting to 207 impression.

 Fig 3.2.2 Snapshot of Twitter analysis of Sellryt twitter page

Interpretation:

Above is the Twitter analytics page of Sellryt. It has the engagement rate of 4.2%.

Engagement rate was very low for the content shared as compared to the impressions it has

made.

1. The first tweet has 237 impressions, 0 engagement and 0.0% engagement rate.

2. The second tweet has 509 impressions, 1 engagement and 0.2% engagement rate.

3. The third tweet has 522 impressions, 2 engagement and 0.4% engagement rate.

4. The fourth tweet has 513 impressions, 1 engagement and 0.2% engagement rate.
 3.3 Analysis for Facebook page of Awww:

Facebook provides page insights through its own in-built tool to track peoples’ activity on

facebook page. I have used the same to find the impact of facebook activities.

Fig 3.3.1 Snapshot of Facebook Insights of Awww Facebook Page

Interpretation:

The above snapshot shows the facebook page of ‘Awww’ jewelry

Video content of Awww got the highest reach and engagement.

1. The post ‘Girls need their Gold’ has a reach of 58 and an engagement of 2.

2. ‘Ear and Now’ post has a reach of 419 and an engagement of 18 (out of which 8 are post

clicks and 10 are reactions, comments, and shares).

3. ‘Wearing the Hindu Symbol’ post has a reach of 527 and an engagement of 77 (out of which

50 are post clicks and 27 are reactions, comments and shares).

 CHAPTER 4

SUMMARY AND CONCLUSION

4.1 LIMITATIONS

 The content posted in the various social platforms was non-paid in form. So the study doesn’t

include the outcomes of paid form of social marketing. 

 Analysis is based on the two months of research. Time is very short for the research, so this is

very difficult to get the knowledge about everything 

 Study basically focuses on Social media marketing which includes only some platforms like

Facebook, Twitter and Instagram.

 There were lack of competition; only a few websites similar to Sellryt, which shows the lack of

target audience.

 Ecommerce service provider sector is still evolving with evolution of ecommerce. Thus lots of

experimentation, not much point of comparison.

 Since it is a B2B model, targeting is very hard to find. Social media channels give good B2C

filters for the likes of Amazon, Flipkart but not for B2B such as Sellryt.
 4.2 CONCLUSION

 The social media platforms like facebook, twitter, Instagram gives business an online presence

and a way to engage people who like our business. 

 Facebook is a quick and effective way to connect with customers who are interested in hearing

more from the business. 

 ‘Content is king’. In online lead generation, having great content on website, landing pages and

social media pages can spell the difference between a quick glance and a double take, ignore

and subscribe, delete and share. Video is highest engaging content. 

 Engagement activity decreases on social media if you don’t post on it regularly. 


 here was a clear need of posting good and relevant content for the maximum exposure,

because of non-availability of filters for paid advertising.


 ntire focus was to bring traffic organically because of very low advertising budget which made

us dependable on SEO and Blog posts.


 Positive word of mouth by sharing video testimonials and reviews was critical for good

engagement and lead generation.

4.3 RECOMMENDATIONS

Thus according to the findings and conclusions from the analysis these are the

recommendations:

 The company should work on Search Engine Optimization as search engines are generating

more traffic on their website. 

 The company should also update their information on website from time to time and make it

more attractive to engage more sellers. 

 They should emphasize more on content marketing and social media marketing for creating

more leads. 

 Absence of target audience filters on social media makes it a necessity of posting regular blog

posts to find audience for search engines.

 Not just marketing it is also important to tell visitors that how efficient were the services; for

which display of case studies and white papers is strongly recommended.

 Updating content with top trending keywords is recommended in every six months

 Use of paid SEO tools like sproutsocial or SEMrush is highly recommended, Use of these tools

will help them track their competition as far as SEO is concerned.

 would also recommend them to spend some money on press release as done by Browntape.t

will give them good credibility in the market and help them attract more leads.
 REFERENCES

 http://www.sellryt.com/ 

 https://www.similarweb.com/website/sellryt.com?competitors=browntape.com 

 https://analytics.twitter.com/user/Sellryt/tweets 

 https://www.socialmediaexaminer.com/wpcontent/uploads/2016/05/SocialMediaMarketingIn

dustryReport2016.pdf 

 https://www.socialbakers.com/free-tools/tracker/result/582c6f94cdf1f8eb5063acad 

 http://economictimes.indiatimes.com/articleshow/53269400.cms?utm_source=contentofinters

t&utm_medium=text&utm_campaign=cppst 

 https://www.digitaldoughnut.com/articles/2014/november/4-important-digital-marketing-

channels-you-should 
INDUSTRY PROFILE

The e-commerce has transformed the way business is done in India. The Indian e-commerce market is

expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017Much growth of the industry

has been triggered by increasing internet and smartphone penetration. The ongoing digital transformation in

the country is expected to increase India’s total internet user base to 829 million by 2021 from 445.96

million in2017. India’s internet economy is expected to double from US$125 billion as of April 2017 to US$

250 billion by 2020, majorly backed by ecommerce. India’s E-commerce revenue is expected to jump from

US$ 39 billion in 2017 to US$ 120 billion in 2020, growing at an annual rate of 51 per cent, the highest in

the world.

 Market Size

Propelled by rising smartphone penetration, the launch of 4G networks and increasing consumer wealth, the

Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion in 2017.

India's ecommerce industry's sales rose 40 per cent year-on-year to reach Rs 9,000 crore (US$ 1.5 billion)

during the five-day sale period ending September 24, 2017, backed by huge deals and discounts offered by

the major ecommerce companies. ^

Online retail sales in India are expected to grow by 31 per cent to touch US$ 32.70 billion, led by Flipkart,

Amazon India and Paytm Mall.

  Investments/ Developments

Some of the major developments in the Indian e-commerce sector are as follows:

 Flipkart, after getting acquired by Walmart for US$ 16 billion, is expected to launch more offline

retail stores in India to promote private labels in segments such as fashion and electronics.

 Paytm has launched its bank - Paytm Payment Bank. Paytm bank is India's first bank with zero

charges on online transactions, no minimum balance requirement and free virtual debit card

 E-commerce industry in India witnessed 21 private equity and venture capital deals worth US$ 2.1

billion in 2017 and six deals worth US$ 226 million in January-April 2018
  Government Initiatives

Since 2014, the Government of India has announced various initiatives namely, Digital India, Make in India,

Start-up India, Skill India and Innovation Fund. The timely and effective implementation of such programs

will likely support the e-commerce growth in the country. Some of the major initiatives taken by the

government to promote the e-commerce sector in India are as follows:

 Reserve Bank of India (RBI) has decided to allow "inter-operability" among Prepaid Payment

Instruments (PPIs) such as digital wallets, prepaid cash coupons and prepaid telephone top-up cards.

RBI has also instructed banks and companies to make all know-your-customer (KYC)-compliant

prepaid payment instruments (PPIs), like mobile wallets, interoperable amongst themselves via

Unified Payments Interface (UPI). The interoperability is expected by June 2018.

 The Government of India has distributed rewards worth around Rs 153.5 crore (US$ 23.8 million) to

1 million customers for embracing digital payments, under the Lucky Grahak Yojana and Digi-Dhan

Vyapar Yojana.

 The Government of India launched an e-commerce portal called TRIFED and an m-commerce portal

called ‘Tribes India’ which will enable 55,000 tribal artisans get access to international markets.

 In order to increase the participation of foreign players in the e-commerce field, the Indian

Government hiked the limit of foreign direct investment (FDI) in the E-commerce marketplace

model for up to 100 per cent (in B2B models).

  Road Ahead

The e-commerce industry been directly impacting the micro, small & medium enterprises (MSME) in India

by providing means of financing, technology and training and has a favourable cascading effect on other

industries as well. The Indian e-commerce industry has been on an upward growth trajectory and is expected

to surpass the US to become the second largest e-commerce market in the world by 2034. Technology

enabled innovations like digital payments, hyper-local logistics, analytics driven customer engagement and

digital advertisements will likely support the growth in the sector. With the increase in the number of

electronic payment gateways and mobile wallets, it is expected that by the year 2020, cashless transaction

will constitute 55 per cent of the online sales. The growth in e-commerce sector will also boost employment,

increase revenues from export, increase tax collection by ex-chequers, and provide better products and

services to customers in the long-term.

The Indian e-commerce industry has been on an upward growth trajectory and is expected to surpass the US

to become the second largest e-commerce market in the world by 2034. India’s e-commerce industry is

expected to grow from US$ 38.5 billion as of 2017 to US$ 200 billion by 2026. India’s internet economy is

expected to double from US$125 billion as of April 2017 to US$ 250 billion by 2020, majorly backed by

ecommerce. Online shoppers in India are expected to reach 220 million by 2025. Average online retail

spending in India was US$ 224 per user in 2017.

E-commerce industry in India witnessed 21 private equity and venture capital deals worth US$ 2.1 billion in

2017 and 40 deals worth US$ 1,129 million in the first half of 2018. E-commerce startups in India received

US$ 786.87 million of funding in the first half of 2018. Online retail sales in India are expected to grow by

31 per cent to touch US$ 32.70 billion in 2018, led by Flipkart, Amazon India and Paytm Mall. Online retail

is expected to contribute 2.9 per cent of retail market in 2018.

Much growth of the industry has been triggered by increasing internet and smartphone penetration. Internet

penetration in India grew from just 4 per cent in 2007 to 34.42 per cent in 2017, registering a CAGR of 24

per cent between 2007 and 2017. In Q1 2018 overall internet penetration in India was 38.02 per cent.