Summer Internship Project Report

ON

ANALYSIS OF DIGITAL MARKETING STRATEGIES AT DOOSRA

COLLEGE

Submitted in partial fulfillment of requirement of Bachelor of Commerce

(Hons.) (B.COM(H))

B.COM(H) 5thSemester (Morning Shift)

Batch 2021-2024

Submitted to: Submitted by:

Ms. Kanika Parashar Isha Tyagi

Assistant Professor (00614188821)

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOLKALKAJI

MOR, Pocket 105, Kalkaji, New Delhi - 110 019
Ph.: +91 11 4061 9200 (100 lines)
Fax: +91 11 2622 0998
E-mail: [email protected]
Website: www.ipu.jimskalkaji.com

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 STUDENT DECLARATION

I, Isha Tyagi, hereby declare that the presented report of internship titled “ANALYSIS OF DIGITAL
MARKETING STRATEGIES AT DOOSRA COLLEGE” submitted to Ms. Kanika Parashar,
Assistant Professor at JIMS Kalkaji, is uniquely prepared by me under the guidance of Mr. Rishabh
Maheshwari, CEO as well as External Mentor of the Internship along with Ms. Kanika Parashar,
Internal Mentor as well as Assistant Professor at JIMS Kalkaji, after the completion of two-month
work at ed-tech company- Doosra College. This project work is submitted in the partial fulfillment
of the requirements for the award of the degree of Bachelor of Commerce(Hons.) (B.com (H)). The
results embodied in this project have not been submitted in any other University or Institute for the
award of any degree or diploma.

Project Guides:

Ms. Kanika Parashar

(Internal Guide/ Assistant Professor)

Mr. Rishabh Maheshwari

(External Guide/ CEO at Doosra College)

By: Isha Tyagi

(00614188821)

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 CONTENTS

Chapter No. Description Page No.

i STUDENT UNDERTAKING 1
ii CONTENTS WITH PAGE NO. 2
iii LIST OF TABLES 4
iv LIST OF FIGURES 4
v ABBREVIATIONS 5
vi ACKNOWLEDGEMENT 6
vii CERTIFICATE 7
viii EXECUTIVE SUMMARY 8
Chapter-1 INTRODUCTION TO TOPIC 9
1.1 Introduction to Internship 10
1.2 Introduction to the Industry 10
1.3 Introduction to Concept 11
Chapter-2 OBJECTIVES 14
Objective of Study 15
Chapter-3 LITERATURE REVIEW 16
3.1 The Core of the Digital Market 17
3.2 Concept of Digital Marketing 18
3.3 Important Benefits of Digital Marketing 19
3.4 Digital Marketing and social media 21
3.5 Impact of Digital Marketing on Business 22
3.6 Conclusion 23
Chapter-4 COMPANY PROFILE 24
4.1 Organization Selection 25
4.2 Brief Introduction of Organization 25
4.2.1 Organizational Hierarchy 26
4.2.2 Contact Details 26
4.2.3 Duration Table 27
4.2.4 Roles and Responsibilities 27
Chapter-5 RESEARCH METHODOLOGY 28

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 5.1 Research Methodology 29
5.2 What is Data Collection? 29
5.3 Types of Data 29
5.3.1 Primary Data 30
5.3.2 Secondary Data 30
5.4 Method of data collection used in this project 30
Chapter-6 ANALYSIS & INTERPRETATION 31
6.1 Website 32
6.2 Search Engine Optimisation 33
6.3 Google Search Console/ Google Web Master 34
6.4 Crawling and Indexing 34
6.5 Social Media Marketing 35
6.6 Google Analytics 35
6.7 AdWords 36
6.8 AdSense 36
6.9 Pay Per Click (PPC) 37
Chapter-7 FINDINGS & INFERENCES 38
7.1 Work done during Internship by secondary method 39
of data collection
7.2 Tools Used 50
7.3 Competitive Analysis Assignment 54
Chapter-8 LIMITATIONS 64
Limitations of Study 65
Chapter-9 RECOMMENDATIONS AND CONCLUSION 66
Chapter-10 BIBLIOGRAPHY 69
Bibliography 70

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 LIST OF TABLES
Table no. Table Defines Page No.

1 Difference between Traditional and Digital Marketing 13

2 Internship Duration Table 27

LIST OF FIGURES
Figure No. Figure Defines Page No.
1 Types of Digital Marketing 19
2 Doosra College- Logo 25
3 Doosra College- Contact Details 26
4 Search Engine Optimization 40
5 Search Engine Marketing 40
6 Social Media Marketing 41
7 Email Marketing 42
8 Mobile Marketing 42
9 Content marketing 43
10 Affiliate Marketing 43
11 On-Page SEO (Meta Description in site) 46
12 On-Page SEO (Meta Description in page) 47
13 On-Page SEO (Image Alt Text) 47
14 Unschool Art & Humanities Course 55
15 Unschool Business Entrepreneurship Course 56
16 Unschool Personal Development Course 56
17 Unschool Coding & Development Course 57
18 Unschool Software & Technology Course 58
19 Unschool Marketing Course 58
20 Unschool Design Course 59
21 Unschool Finance&Accounting Course 59
22 Unschool other courses for Internship 60

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 ABBREVIATIONS

Acronym Full Form

SEO Search Engine Optimization
SEM Search Engine Marketing

CMS Content Management System

SMM Social Media Marketing

UML Unified Modeling Language

HTML Hypertext Markup Language

CSS Cascading Style Sheet

ROI Return on Investment

B2B Business Two Business

PPC Pay Per Click

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 ACKNOWLEDGEMENT

It gives me immense pleasure to express my deepest sense of gratitude and sincere thanks to Mr.
Rishabh Maheshwari, CEO, Doosra College for his constant support and valuable guidance,
encouragement and help during my tenure of 2 months as a summer intern at Doosra College. His
useful suggestions for this whole project and cooperation are sincerely acknowledged.

I owe my deep sense of gratitude to Mr. Mahtab Alam and the entire Doosra College team for
imparting knowledge and for always being available to solve even the minutest of queries. The
project would not have been possible without the support of my team, Mr. Sajal Gupta, Ms.
Deepasha Jain, Ms. Parishka, Mr. Chetan Verma, Mr. Sachin Chaudhary, Ms. Isha Kaur, Ms.
Disha Tyagi and Mr. Aaditya Tyagi. Thank you for being a constant support during the execution
of the project.

I am also grateful to my Faculty Guide and Mentor, Ms. Kanika Parashar, Assistant Professor,
Jagannath International Management School, Kalkaji, for her constant support and guidance.

At the end I would like to express my sincere thanks to all my friends, colleagues and others who
helped me directly or indirectly during this project.

Isha Tyagi
(00614188821)

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CERTIFICATE

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 EXECUTIVE SUMMARY

This summer internship was done at Doosra College. Being an Internship Training Program,
initially I was taught the basics and fundamentals of Digital Marketing. I was taught various types
of Digital Marketing such as SEO, SEM, SMM, Email Marketing, Affiliate Marketing, Content
Marketing and Mobile Marketing. Under the guidance of CEO, Mr. Rishabh Maheshwari, who was
also my External Mentor, I worked in a team of 6 people for two major assignments: First one was
running an Email marketing campaign and the second one was rebuilding a WordPress website.
Other than these two, we had several tasks like writing SEO optimized content or Blog Writing,
doing Competitive Analysis on several companies, posting backlinks on hosting sites, etc. The
team was given a task to come up with different ideas to write emails to the targeted audience to
convert the leads into potential customers. My contribution to these assignments is presented in
the report. Apart from the tasks, we were taught how to do paid up campaigns on social media
pages like Facebook, Instagram, YouTube, LinkedIn, etc. These campaigns are essentially a
series of copies that promote product, service or increase brand awareness. We were shown the
various strategies that Doosra College uses to generate leads and converting them to their
potential customers. Part of the internship also included business development. I created a
database of more than 100 students to make cold- calls. The target was to get as many leads as
possible, only to know the process of lead generation.

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 CHAPTER 1

INTRODUCTION TO TOPIC

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1.1 Introduction to Internship
An internship program is a special course that provides students with the opportunity to
become familiar with the organizational setting. It is designed to develop the students
personally and professionally. It allows the proper market and job exposure to the students and
also enables them to meet and build network with professionals. It enables the students to
understand organizational behavior and sharpen their practical knowledge and skill which will
grant them confidence and experience that can be used later in their career. Myself, the author,
chose to complete the internship program under Marketing at GrowthClues which was
approved by Jagannath International Management School, Kalkaji and thereby completed the
two months of internship in the Marketing Department. The author was taught the fundamentals
of Marketing and assigned different tasks to acquire the practical knowledge of the same.
Growthclues is a solution oriented start-up that provides every service that a business or an
individual needs to grow themselves and get ahead of their competition. From Marketing to PR,
and Event management to Branding, we aim to provide you a one-stop shop under a single
roof. We have a diverse team of motivated and creative individuals who not only specialise in
their work, but they are also willing to take up any challenge you throw at them. If you want to
rise in your industry, growthclues has a plan to make your dream, a reality. These will provide
confidence and experiences to students and practically teaching the field factors that the
schools and colleges lack. The main aim for the study is to be able to promote and globalize
growthclues that provides quality live education to the students.

1.2 Introduction to the Industry

EdTech is short for education technology. It uses computers, computer programs and
educational systems to provide learning and training to students and employees. The broad
field of EdTech encompasses not only the hardware and software programs used in what is
commonly known as remote learning, distance learning or online education‖, but also theories
of learning and increasing research into what are the most effective means of teaching people
new knowledge and skills.

EdTech‘s been around longer than most people think. Computer-aided learning is simply a
natural development arising from improved technology. In the mid- twentieth century, schools
and training centers were already using available technology, such as copy machines and
media learning through training films.
As early as the 1960s, educational institutions were conducting trials and experiments that
involved using computers to help teach students math and spelling. Online courses sprang up
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soon after the advent of internet connections, and it is estimated that by 2010, there were
nearly six million students taking courses online in the U.S. alone. The United Kingdom‘s Open

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 University and Canada‘s University of British Columbia were early innovators in making online
education interactive, enabling direct communication for teaching and discussion between
teachers and students, and among students themselves.
The Indian EdTech industry had been slowly gaining market space before the pandemic, with
companies operating in both the B2B and B2C models gaining investors, increasing marketing
capitalization, and revenues. As the pandemic hit the world, many industries and sectors
suffered catastrophic losses. However, the EdTech industry stood firm by adapting quickly and
accelerating digitalization, and enabling people from across the country to gain access to
education quickly and efficiently.

1.3 Introduction to Concept

Traditional marketing refers to any type of promotion, advertising or campaign that has been in use
by companies for years, and that has a proven success rate. Methods of traditional marketing can
include print advertisements, such as newsletters, billboards, flyers and newspaper print ads.

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms
of electronic media. Digital marketing differs from traditional marketing in that it in the use of
channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isn't-typically in real time.Digital marketers monitor things like
what is being viewed, how often and for how long, sales conversions, what content works and
doesn't work, etc. While the Internet is, perhaps, the channel most closely associated with digital
marketing, others include wireless text messaging mobile instant messaging, mobile apps
podcasts, electronic billboards, digital television and radio channels, etc.

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Traditional Marketing versus Digital Marketing

The difference between Traditional Marketing and Digital Marketing can be done on the basis of 4
points below:

Cost

Every business strategy engages to budget, so does both strategies. There is some difference in
the cost between traditional marketing and online marketing. Traditional marketing promotes the
products of a brand through ads on paper, billboard, television, radio, and more. This marketing
strategy spends huge cost to keep the promotion running as the schedule. Online marketing can
also carry a cost, but there are numerous online marketing strategies that are virtually free.

Coverage

In traditional marketing, coverage of your product will be printed on paper media or aired on
television and radio. Unfortunately, the exposure your products will get is very often momentary.
For example, the newspaper where your high-cost advertisement appeared in is going to throw the
next day. On the other way, your online coverage will be always there for like forever. It will be
archived on the internet and ready to be found easily whenever your customers need it.

Audience

Traditional marketing is more effective for target customer which out of reach of internet. They are
people who do not connect to the internet on daily basis. Senior citizens or low-end economic
citizens who are internet illiterate are the best target for traditional marketing strategy. O the other
way, people who are never without internet in their reach, such as teenagers and businessmen,
are easier in to reach through online marketing.

Tracking

It is difficult to keep track of your traditional marketing strategy. You need to put a lot of effort and
time-consuming research to get information how your customer behavior against your products.
On the other hand, online marketing is easy to track. Email marketing software can tally the
number of people who view your message. Moreover, it can the number of advertisements that
lead to purchases on online sales.

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A tabular format of the differences between traditional marketing and digital marketing is given
below:

Basis for Comparison Traditional Marketing Digital Marketing

Meaning Traditional Marketing Digital Marketing implies
refers to the marketing the marketing of products
that uses traditional and services via digital
channels or media, for the channels, such as the
purpose of marketing internet,
communication.
smartphone, display ads,
and other
digital medium.
Nature Static Dynamic
Conversion Slow Comparatively fast
Engagement Low Comparatively high
Return on Investment Cannot be measured Can be measured easily.
easily.
Effectiveness and Less effective Less expensive
more more
expensiveness
expensive effective
Tracking Not possible Possible
Targeting Standardized Customized
Tweaking Not possible once the ad Can be performed
is anytime,
placed. even after the ad is placed.
Reach Local Global
Results Delayed results Quick and real-time results
Interruptions Consumers cannot skip Allows the consumers
the to
ads, as they are bound to avoid or skip the ads
see them. which do not interest
them.
Communication One-way Communication Two-way Communication
Table 1. Difference between Traditional Marketing and Digital Marketing

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CHAPTER 2

OBJECTIVES

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 Objective of study

The main objective of the internship program was to acquire practical knowledge regarding a
specific field by implementing the theoretical knowledge gained in the college and in the
organizational setting, and to gain exposure to the market and organizational professional.

The project will explain the detailed analysis about traditional marketing vs digital marketing. It
also explains about different digital marketing services ongoing and also the services that are
used yet and the impact of digital marketing how it helps to grow the business.

Internship helps final year students preparing to enter the workforce have a taste of the real
working experience. The main objectives of the present internship report are:

1. To study the difference between digital marketing and traditional marketing.

2. To study the impact of digital marketing.
3. To study different digital marketing services and its impact on business.

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 CHAPTER 3

LITERATURE REVIEW

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3.1 The Core of the Digital Market
According to Dasgupta, and Ghatge (2015), Because of the easy incorporation and compatibility
of the Internet with several types of digital devices such as tablets, mobile phones, watches, and
so on, its remnants at the central part of digital marketing. Almost certainly, the most significant
development of the twentieth-century is the Internet, which has altered the range of marketing.
Besides, the Internet has appeared by means of a tool aiding the multi-faceted purpose of
marketing, circulation, and connection constructing, sales. Nowadays products are placed,
advertised, circulated and bought with the help of the internet. The mixed strategy of traditional
marketing is altered by the Internet. Additionally, it allows the salesperson to advertise added
multiplicity of mass modified goods. In order to compare the price among existing goods, facilitates
of the Internet is notable. Furthermore, a new-fangled mode of circulation which is expedient, rapid
and easy, is added by the Internet. Advertising has practiced the archetype change whereby
discussions have occupied the place of moneymaking messages, as well as consumers, have turn
out to be storytellers. Nowadays, Salesperson and marketers are practicing various methods of
marketing for implementing the strategy of digital marketing similar to SEO (Search Engine
Optimization), SEM (Search Engine Marketing), then PPC (Pay-per-click) and others. An
interlinked network of computers, connected universally by means of dedicated routers and
servers is referred by the term Internet. In context to the universal network, computers possess
files recognized as web pages, which are capable to access through the further interconnected
computers. Intranet, Extranet and Web are three main types of the network by which the internet
is formed. By applying Hypertext mark-up Language (HTML), Intranet practices inwardly in an
organization. On the other hand, Extranet is contained of two networks or more than two custody
networks which are linked by means of the intention of allocating information. A graphic user
interface is supported by the Web for navigation of hypertext through a browser. In the year 1972,
initial public demonstration of Advanced Research Project Agency Network (ARPANET), the
forerunner of the present day‘s electronic mail and the internet was created. By dint of the year
1985, as a technology, the internet was already well established in order to support an extensive
group of investigators and inventers. By the development of World Wide Web (WWW), by Tim
Berners- Lee in 1991, fueled the revolution of the internet revolution. Moreover, from the year
1993, the internet was completely unbolted for commercial aspects. Rendering to Nair (2015),
Internet too progressed intensely then permitted persons to produce as well as share content with
other persons through web 2.0 technology. Moreover, the internet provided benefits such as
customization, interactivity, personalization, and connectivity that transformed the behavior of
consumers correspondingly. Mass media multiplied advance through new-fangled services,

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devices, and networks that applied thoughtful impacts on customers together with a salesperson,
in addition, digital channels turn out to be the most significant way of marketing. Here and now the
internet is used by the customers for diverse kinds of explanations extending from searching,
socializing, buying, downloading, reading, uploading and comparing, as well as marketing to
providing feedback. The Internet is developing as a principal terminus in order to search for
various information. Most of the customers are starting their decision-making journey with the
internet.

3.2 Concept of Digital Marketing

As stated by Prabhu, and Satpathy (2015), At the period of 1990, the time of promoting along with
digital marketing in India, with the launch of digital channels, the assurance of digital channels was
to deliver the right message to the right group of viewers at the right time - an entertaining change
from traditional media channels. Digital media is marketed as a seamless collection of data, tests,
and estimates that will lead to the most effective and advanced projects they can undertake
afterward. Fifteen years later, it is discovered that the fact that it is unimaginable can still be much
more disturbing than it seems at first glance. The digital media scene of the present is more
complex than at any other moment in recent memory. Continuous and fast presentation of new
steps, devices, data sources, and media usage gadgets (such as tablets and cell phones) has
created a domain that can turn the advertiser's head. This experience is currently a copy of one of
these decisions that involve recognizing the need to achieve the desired results to achieve their
numerical goals. Digital media is incredible in creating information about who they are, what they
like and what they hate and where they are on the Web. This book encourages them to work
smarter with the methods and data they need to understand and use information from across the
digital scene. Ideally, the first digital warranty that will turn into reality for all fans of all fields and
better understand why digital channels attract a lot of adventure time and money from traditional
media. The digital media scene has changed dramatically from the mid-90s to today. Two odious
media compositions have been created for ten years, but over the years we have told them about
them. The first is a paid media, as a paid hunt (think of Google AdWords) or TV promotion. Paid
media is simply a digital media channel that pays for the use of a brand. The second is the
demanding medium. This is a non-specific term for a media resource or platform that a company
declares, controls, and uses to communicate with the incoming audience. The types of most
regularly claimed media websites are marked sites of a website, email marketing sites and friend
sites. Clicks are always key pieces of information to collect and test for paid and claimed media. In
any case, it may be helpful to track what happens after a client has tapped a connection, but it may
not respond to all queries. In the recent past, the creation of the third medium called the acquired
media. Some say it's new; Others believe that advertising experts verbally call themselves Free

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Media, another name that was created as a result of conversations, rumors or a newspaper
become " becoming famous online ".

Figure 1: Types of Digital Marketing

3.3 Important Benefits of Digital Marketing

The numerous aids of Digital marketing are:

1. Nominal struggle: Digital Marketing and promoting cost is one of the greatest money
related weights that organizations need to tolerate. While huge organizations might not
have so much inconvenience doling out millions for Digital Marketing and ad, for private
companies, this might be unimaginable or a deplorable bad dream (Karimi, and Naghibi,
2015). Digital Marketing by means of digital stages offers a more moderate option in
contrast to the customary technique. They make as much effect yet costing way less. With
only a couple of bucks, they can buy into an email Digital Marketing supplier and send
value-based or guide messages to a large number of clients on their mailing list.
2. Enormous rate of profitability: Nothing matters more to a business than the arrival on the
speculation it makes. Digital Marketing offers a significant profit for little ventures. Email
Digital Marketing or running publicizing efforts via web-based networking media stages cost
little when contrasted with customary Digital Marketing procedures.
3. Simple to quantify: The achievement or generally of a digital crusade can without much of
a stretch be found out. Contrasted with a customary technique where they require to hold

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 up weeks or months to evaluate the veracity of a battle, with a digital crusade they can
know very quickly how an advertisement is performing. Email as a form of Digital Marketing
programming enables clients to track the execution of their messages; they can know what
number of were conveyed, what number of were perused and take in about their
transformation rates. Google Analytics is an exceptionally viable device for estimating
particular objectives to be accomplished on a site or blog. Google AdWords chief enables
clients to screen the execution of their promotions on Google seek; they can know what
number of individuals saw their advertisements and take in about their transformation rates
(Ryan, 2016).
4. Simple to modify: The learning of the implementation of advertising will light up a business
on the finest method to endure. Aimed at an elevation battle that is carrying out great, it is
anything but difficult to put more in it with only a tick. In any case, for an advertisement that
isn't conveying surprisingly, it very well may be balanced as needs be or halted out and out
effortlessly. In customary Digital Marketing, it is more inflexible as a heap of printed material
must be marked and by and large, these assertions are on a long or medium-term premise.
So, regardless of whether a battle isn't executing as trusted, endorsers will, in any case,
need to sit tight for the lapse of the concurred period. Exact focusing on the customary
methods for Digital Marketing utilizes the shower and implore strategy, where a promotion
keeps running over a stage with considerable reach with the expectation that a couple of
individuals who love what they see, hear, or read would make a positive methodology.
Digital Marketing over digital stages, then again, considers focused on battling where
promotions are exhibited to clients in light of their inclinations or introductory activity. Take,
for example, value-based messages (arrange affirmation messages, receipt, secret key
reset) which might be sent to clients following their activity towards the business. As such,
clients get just what they request. Online networking stages, for the most part, have an
exceptionally brilliant calculation that reviews and groups client inclinations. To such an
extent that particular advertisement battles are indicated just to clients with a particular
notion (Karjaluoto, et al.,2015). This improves the probability of offers and also additionally
cuts down on the expense of Digital Marketing.
5. Worldwide: The world has converted into a worldwide town. With the help of digitalization,
this transformation has been created. Battles of advertisement are permitted by the
strategies of Digital Marketing to remain understandable in any part of the world. Moreover,
this offers slight new-fangled businesses the unusual chance to go wide-reaching with the
help of the huge exhibition provided. The web overflows with accounts of new companies
that turned out to be tremendously fruitful over a little period because of the open doors
made on account of the global notion of Digital Marketing by means of digital stages.

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 6. Division: Not exclusively does Digital Marketing over digital stages enable crusades to be
focused at particular clients, it additionally considers client division. The division is the
procedure in which expansive client bunches are additionally separated into littler
gatherings of clients as indicated by a specific characterization. As stated by Deichmann, et
al. (2016), the term ―digital‖ can be well-defined as a technology of transmitting data and
this technology either finite in nature and non-variable in nature. Making a contrast to the
term ―analog‖, ―Digital‖ is expressed as an unceasing technology of transmitting data. At the
very moment a marketing action depends on numerous kinds of the digital platform for
executing the function of the market, the marketing action turns out to be digital. Besides,
Digital marketing is observed as a way for advertising goods and services by means of a
single or more form of digital media or electronic media.

As stated by Kaushik, (2016), In the present day, a monotonous way of promoting goods and
methods of marketing have accustomed to the way of digital marketing. Moreover, Digital
marketing is so influential that the economy can be revived by it and also it can be able to
construct tremendous chances for governments to operate in a further effective way. The various
organization in India, have recognized the achievement of the tools of digital marketing as being
operative and beneficial to attain the ultimate goal of the organization. Furthermore, significant
development with respect to digital marketing in India has been owing to the fast improvements in
technologies and altering the dynamics market. In order to provide outcomes of the businesses,
with respect to digital marketing, digital content like user-friendliness, triangulation and rapidity are
well-defined as the important physiognomies for advertising goods and services. There are other
tried and verified instrument for attaining success by way of digital marketing comprises the usage
of ―word-of-mouth WOM‖ on social media as well as for creating the site popular. Moreover, WOM
is related to generating new associates and growing circulation on the website which in return
upsurges the discernibility with respect to the marketing of India.

3.4 Digital Marketing and social media

As informed by Fernandes, and Vidyasagar, (2015), various types of social media such as
Facebook, WhatsApp has unlocked the gateway of businesses to interconnect with masses of
individuals about goods and services as well as has unlocked the opportunities of new marketing
in context to the extensive area of the market. Only when the managers of the various organization
are fully aware of practicing the new strategies for interaction to attract the consumers toward their
organization, the successful implementation of the digital marketing strategy will be possible.
Furthermore, it is the duty of the Marketing expert to understand the campaigns of online social
marketing also programs as well as comprehend the way to do it successfully with the indicators of

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measuring the performance. Due to the changing dynamics of the market all over the world, with
respect to the accessibility of young audiences toward social media, digital marketing has
gradually taken over the place of the traditional approach of marketing.

Blogs, which is known as another tool of digital marketing have efficaciously generated a brunt to
increase the revenues of sales, specifically in terms of those goods where consumers can be able
to go through serval reviews then inscribe comments about individual experiences. Intended for
businesses, online reviews have worked really well as part of their overall strategic marketing
strategy. In comparison to the traditional methods of marketing, updated methods and
technologies for digital marketing is more influencing and more effective.

3.5 Impact of Digital Marketing on Business

As stated by Paul, et al. (2018), Nowadays‘ society is driven through digital technology. There are
many places in the world where people may not get pure water to drink but they have their
smartphones. This is why most people are very comfortable with online marketing. One more
implausible stimulus on the lives of people, at the moment, is digital marketing. Furthermore, digital
marketing affects the interactions of people, habits, work, and purchases. Digital marketing must
have a strong grip on the application of the digital cosmos which will make the most of the impact
of the brand as well as awareness of a brand. Besides, the world of digital marketing is a doorway
for impending consumers to feel like a part of the brand. Moreover, digital marketing proposes the
occasion to feel linked by way of the business due to the observation of the clients about the
content from the brand frequently. This induces impending consumers for trying out the goods and
facilities that they former, would not have acknowledged.

At this point there are more or fewer aids of the digital media as well as styles of digital marketing
and its influence on the businesses:

1. Increase in Brand Awareness

Nowadays, more than half of the population of the world practices the platform of social
media. It makes social media a natural place to connect with highly targeted potential
buyers. Uses of social media can help the organization to promote their brand as well as
upsurge brand awareness. A study has revealed that around 60% of Instagram users have
met with new products through this site. It depicts that the consumers not only just connect
themselves with brands that they already know about but also, with the new-fangled ones
that they discover through the platforms of social media.

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 2. Generation of Leads
In an attempt to display an interest in a business as well as the goods and services, digital
media is a low-commitment way for new customers. When new consumers are showing
their interest in the business through digital media, it means that they are interested in the
brand along with its goods.
3. Boost in Sales
A person can be able to sell any products on the platform of social media. Bedsides, a
boundless strategy of digital marketing can fetch in upright business and chances for a
brand. Those people who use the platform of social media is on the growth and social sales
implements endure to progress. And this makes the network of social media progressively
significant for eCommerce as well as product exploration.
4. Involve Consumers and Viewers
The platforms of social media are a chance for brands to communicate unswervingly with
consumers and consumers can also connect with the brands by using social media. Multiple
digital marketing companies are there in India, that offer digital marketing services to the
consumers. SRV Media is a digital marketing company that offers end-to-end digital
solutions for all of the business needs.

3.6 Conclusion
Thus, it will be fruitful to assert that almost everyone is continuously linked with everybody as well
as the whole thing. Common people are nowadays enabled to access the internet in their day-to-
day life with the help of the innovations of mobile together with low-cost data. With respect to the
present time, Businesses must have the presence of the digital medium, or else they are getting to
be digital. What works and what doesn't is verbalized by the precise intermingling of frame and
appropriateness, similar to the Experience of the Consumer. Accordingly, no stopper is there in
terms of digital marketing in India. As it is an advancement of the business in virtual situations so
the best methodology utilized by organizations includes is to focus on the clients when they are
online before their PCs or smartphones and urge them to attempt their items. That is the cause in
the continuing occasions organizations center has consistently been around the procedures of
digital marketing. Various organizations have utilized over three methodologies that are email
marketing, social marketing, and mobile marketing to its greatest use and that is the reason
marketing has technologically advanced and organizations actualizing viable business plans are
so operative. Subsequently, it can be said by one that the strategies of Digital Marketing together
with the accomplishment of business both go as being one. In the event that business requires to
pick up profits then they should work as per the strategies of Digital Marketing in India as everyone
and the whole thing is recurrently related by way of approaches for digitalization.

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 CHAPTER 4

COMPANY PROFILE

25
 Figure 2: Doosra College [Logo]

4.1 Organization Selection

Bachelor of Commerce (B. Com H) is an undergraduate programme for students who wish to
pursue their careers in the commerce discipline. A B. Com course is designed to teach
students the managerial skills and competencies required in commerce. The three-year degree
course provides students with a thorough grounding in the fundamentals of business,
communication, accounting, statistics, economic policies, taxation, finance, marketing and law.
The five semesters of rigorous theoretical knowledge gaining are put to test and further
polished in the last semester through practical implementation in the real-world scenario. At the
same time the internship is one of the major highlights of the program to expose the students to
the professional world. Among the various criteria and sectors provided to us internship
prerequisite statement, digital marketing was chosen. Various organizations were short listed
and approached out of which the organization with the best lucrative offer and environment was
selected. I selected GrowthClues as my intern organization.

4.2 Brief Introduction of Organization

Doosra College, registered as Urm Edtech Private Limited, has been incorporated on 09
December 2021. Since the establishment of the company, it is devoted to maintain a better
understanding and cordial relationship with its customers. The Doosra College is the face of
Next Normal, the reality of 21st century and the result of several sleepless nights in order to
make the dream of several aspiring candidates come true. It says ‗We are here to give what
school and colleges lack. We are a building block and your step 1 towards your dream industry
by providing Industry Expertise, in order to witness boundless progress in your career path.It
provides training programs on four courses under one‘s roof and preaches its slogan “Unlock
Your Skill Without any Mushkil.” With a goal of India as best nation in the world by banishing all
26
 the hindrances of current education system, Doosra College provides a helping hand in order
to make one capable enough to execute all one‘s dreams and goals by flagstone their ways of
success.

4.2.1 Organizational Hierarchy

The organizational hierarchy of Doosra College consists of 2 directors/key management personal
Rishabh Maheshwari and Seema Maheshwari, and various levels of authority and post to make
the work go in an easy way.

4.2.2 Contact Details

Figure 3: Contact Details of Doosra College

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4.2.3 Duration Table

Start Date 28th July, 2023

End Date 8th September, 2023
Working Hours in a Day 3
Working Days in a Week 5 (Monday-Friday)
Internship Period 2 months

Table 2. Duration Table

4.2.4 Roles and Responsibilities

During the internship period at GrowthClues, the roles and responsibility that the author had to
perform during the internship period were specified. The roles and responsibilities as an Intern plus
trainee were limited to the extent of the tasks and assignments given by the authority of the
organization. On boarding new clients, helping were some of the tasks performed. Along with the
analysis of the website, content review was performed of all those contents written. The author
was also responsible for the website posts review through WordPress framework and plugins.

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 CHAPTER 5

RESEARCH METHODOLOGY

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5.1 Research Methodology:
Research Methodology simply refers to the practical how of any given piece of research. More
specifically, it‘s about how a researcher systematically designs a study to ensure valid and reliable
results that address the research aims and objectives.

For example, how did the researcher go about deciding:

 What data to collect (and what data to ignore)

 Who to collect it from (in research, this is called sampling design)
 How to collect it (this is called data collection methods)
 How to analyze it (this is called data analysis methods)

In a dissertation, thesis, academic journal article (or pretty much any formal piece of research),
you‘ll find a research methodology chapter (or section) which covers the aspects mentioned
above. Importantly, a good methodology chapter in a dissertation or thesis explains not just what
methodological choices were made, but also explains why they were made.

In other words, the methodology chapter should justify the design choices, by showing that the
chosen methods and techniques are the best fit for the research aims and objectives, and will
provide valid and reliable results. A good research methodology provides scientifically sound
findings, whereas a poor methodology doesn‘t. We‘ll look at the main design choices below.

5.2 What is Data Collection?

Data collection is defined as the procedure of collecting, measuring and analyzing accurate
insights for research using standard validated techniques. A researcher can evaluate their
hypothesis on the basis of collected data. In most cases, data collection is the primary and most
important step for research, irrespective of the field of research. The approach of data collection is
different for different fields of study, depending on the required information.

The most critical objective of data collection is ensuring that information-rich and reliable data is
collected for statistical analysis so that data-driven decisions can be made for research.

5.3 Types of Data

1. Primary Data

2. Secondary Data

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5.3.1 Primary Data
Primary data is a type of data that is collected by researchers directly from main sources through
interviews, surveys, experiments, etc. Primary data are usually collected from the source—where
the data originally originates from and are regarded as the best kind of data in research.

The sources of primary data are usually chosen and tailored specifically to meet the demands or
requirements of a particular research. Also, before choosing a data collection source, things like
the aim of the research and target population need to be identified.

5.3.2 Secondary Data

Secondary data is the data that has already been collected through primary sources and made
readily available for researchers to use for their own research. It is a type of data that has already
been collected in the past.

A researcher may have collected the data for a particular project, then made it available to be used
by another researcher. The data may also have been collected for general use with no specific
research purpose like in the case of the national census.

5.4 Method of data collection used in this project

Secondary Data: - Here in this project, I have used the method of secondary data for collection,
where I have used the information available on the various websites on the internet and the soft
copies provided by the office.

(Note: some tasks were based on Primary Data)

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 CHAPTER 6

ANALYSIS AND INTREPRETATION

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The advent of digital marketing can be traced back to the days of the 1980s. This was the time
when new innovations were taking place that made the computer system advanced enough to
store information of the customers. It was in the year 1981 when IBM came out with the first
personal computer and the storing capacity of the computers increased to 100 MB in
the year 1989.Before Digital marketing we had Traditional Marketing, which is a conventional
mode of marketing that helps to reach out to a semi-targeted audience with various offline
advertising and promotional methods which may have evolved over the past few decades,
but the fundamental aspects remain the same. This Traditional Marketing gave birth to the
Digital marketing. Digital marketing encompasses all marketing efforts that use an electronic
device or the internet. Businesses leverage digital channels such as search engines, social media,
email, and other websites to connect with current and prospective customers. Digital Marketing is
defined by the use of numerous digital tactics and channels to connect with customers
where they spend much of their time online. There are many types of Digital marketing. Here
we can see about Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social
Media Marketing (SMM), Content Marketing, Email Marketing, Online Advertising, Landing Page
Marketing, Smartphone marketing, Affiliate Marketing, Viral marketing.

6.1 Website
Website is the key to a successful digital marketing strategy because all other digital
marketing elements direct guests to your website, which should effectively convert
guests. Elements of website design that generate conversions are using best SEO practices and
tools, having a great user experience, and capitalising on the wealth of analytics websites offer.
A website without effective SEO will not organically appear in the top spots on a Search
Engine Results Page (SERP), and therefore won‘t generate many clicks from Google, Bing, and
other search engines. These clicks are critical to your digital marketing efforts because you
need to drive as much traffic as possible to your site to generate direct sales. Even the most
beautiful website will be mostly ineffective without the proper use of SEO. Using keywords
that guests are likely to search for and optimising your site for search engines will improve your
SEO and push your website to the top of the organic listings. While Facebook and Twitter offer
limited analytics to track marketing campaigns and tweets, your website has the ability to
collect comprehensive information on who your guests are, how they find your site, and what
they view while on your site. This information is invaluable when trying to understand and
pinpoint your guests and can be used to market your resort to a targeted,

33
Engaged population. Websites are able to capture much more information about how
guests engage with your website and brand than social media analytics. Aside from data on your
guests, website analytics have the power to track marketing campaigns so you‘ll quickly be
able to determine how successful a campaign is by using this Analytics. A sitemap isa structured
representation of all pages of a website. Both the site structure and the individual links between the
pages can be listed. Two different sitemap types can be distinguished, HTML sitemaps and XML
sitemaps.

6.2 Search Engine Optimization:

SEO stands for Search Engine Optimization. Search Engine Optimization. It means creating
good place of a website in search engine result page on the basis of keywords and
phrases. It comes under Digital marketing category. SEO is the process of online visibility
in no-paid search engine results. It basically depends on Keywords. Search engine like Google,
Yahoo, Bing. TRS Tech is offering best digital marketing services in Toronto, Canada and it is
one of the best companies in Canada. It is the process of creation a web page easy to find, easy
to crawl, and easy to categorize. It is about helping your customers find out your business from
among thousand other companies. SEO is an integral part of any digital marketing strategy. In
Digital marketing services SEO is the most important part of digital marketing.

There are two types of SEO (i.e.) Off page and On page SEO:

1. Off page: Off page is basically we can promote our website through internet. In Off
page we have include:
 Social Media
 Bookmarking
 Forum Submission
 Blog Directory Submission
 Article Submission
 Question/ Answer
 Video Submission
 Image Submission
 Info graphics
 Document Sharing

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 2. On Page: On page is basically that we do within our website. Such as:
 Meta Title
 Meta Description
 H1-H6
 Content Optimize
 Internal linking
 Keywords Research
 Google Analytics
 Web master tool

6.3 Google Search Console / Google web master:

Google search console is a software tool, offered by Google as free of cost service for each
and every one. By using this tool to monitor your website and optimize organic results,
crawl issues, sitemaps, mobile usability and backlinks. It‘s the leading edge tool wide utilized by
associate exponentially diversifying cluster of Marketing professionals, Website Designers, App
Developers, SEO specialists, and business entrepreneurs. Google webmaster tool is also called a
Google search console. Google has changed the Google webmaster tool to Google search
console. It is a free software tool by using these tools you can to manage your website of
the technical part. For managing the technical part first, you need to add your website and verify
ownership on Google search console.

6.4 Crawling and Indexing:

Crawling is tracking and gathering URLs to prepare for indexing. By giving them a
webpage as a starting point, they will trace all the valid links on those pages. As they go from link
to what is crawling in digital marketing link, they bring back data about those web pages back to
Google‘s servers.

Indexing is the organization of information that occurs after crawling which allows pages
to be seen on search engines. However, your page must be able to be crawled before
indexing, indexing can occur. Therefore, it is important to have all your website pages
available for crawling. When searching at the most basic level, Google‘s algorithms will analyze
your search terms in the index to find appropriate pages for you. If you are looking for
computers‘, it is likely that you are also searching for pictures, videos, a list of different brands,
etc. Google‘s indexing systems will note many different aspects of pages such as videos,
pictures, and when they were published to provide potential visitors to your site valuable content.

35
6.5 Social Media Marketing:
Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content that users will
share with their social network to help a company increase brand exposure and broaden customer
reach. One of the key components of SMM is social media optimization (SMO). Like search
engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a
website. SMO can be done two ways: adding social media links to content, such as RSS
feeds and sharing buttons or promoting activity through social media by updating statuses or
tweets, or blog posts. SMM helps a company get direct feedback from customers (and
potential customers) while making the company seem more personable. The interactive
parts of social media give customers the opportunity to ask questions or voice complaints and
feel they are being heard. This aspect of SMM is called social customer relationship
management (social CRM). Social Media represents low-cost tools that are used to combine
technology and social interaction with the use of words. Social media gives marketers a
voice and a way to communicate with peers, customers, and potential consumers. It
personalizes the "brand" and helps you to spread your message in a relaxed and conversational
way. The six Best Social Networks for Ecommerce Advertising includes Facebook,
Instagram, Twitter, Pinterest, LinkedIn, Snapchat.

6.6 Google Analytics:

Google Analytics is a very important digital marketing tool. It allows you to measure the results of
individual campaigns in real-time, compare the data to previous periods, and so much more.
Google Analytics allows you to track many important metrics, covering all aspects. You can
monitor the effectiveness of your online marketing strategies, onsite content, user
experience, and device functionality. All these statistics show you what is working well,
and more importantly, what isn‘t. Once you identify any issues your site may have, you can
create a solution. Google Analytics allows you the information needed to improve your website,
and make it the best it can be. Google Analytics is implemented with "page tags", in this case,
called the Google Analytics Tracking Code, which is a snippet of JavaScript code that the
website owner adds to every page of the website. The tracking code runs in the client
browser when the client browses the page (if JavaScript is enabled in the browser) and
collects visitor data and sends it to a Google data collection server as part of a request for
a web beacon.

36
6.7 AdWords:
Google AdWords is a marketplace where companies pay to have their website ranked right
with the top organic search results, based on keywords. The basic gist is, you select to
promote your brand based on keywords. A keyword is a word or phrase the user searches for, who
then sees your ad. Your ads will only show up for the keywords you pick. Googlecounts
the clicks on your ads and charges you for each click. They also count impressions, which is simply
the number that tells you how often your ad has already been shown when the users searched for
that keyword. If you divide clicks by impressions, you get the click- through-rate or CTR. This is the
percentage of users who land on your advertised page, because they clicked on your ad
Consider Google AdWords to be an auction house. You set a budget and a bid. The bid set show
much you are willing to pay per click. If your maximum is Rs. 100, Google will only show your ad to
people, if other aren‘t bidding more on average. Google doesn‘t just want to show people the ads
by the highest bidder – they could still be horrible ads. They care about their users so much that
they‘d rather show them a more relevant and better ad by someone who pays less. Ad Rank
is a metric that Google uses to determine the order in which paid search ads are displayed on
the SERP.

Therefore - Quality ads + good bid = win!

6.8 AdSense
Google AdSense is a popular way for websites to make money from advertisements, all the way
from part-time bloggers to some of the largest publishers on the web. AdWords
advertisers pay Google either by the click (PPC). In turn, Google shares a percentage of that
revenue with the AdSense publishers. Google AdSense serves ads via plain text, as opposed
to graphical content that dominated the advertising scene when it was introduced in 2003.
Google decided to serve plain text in an effort to minimize the intrusiveness of advertisements,
to optimize the page loading speeds, and ultimately, to elicit a more favourable marketing
response from the site visitor. AdSense is a free, simple way to earn money by displaying
targeted ads next to your online content. With AdSense, you can show relevant and engaging ads
to your site visitors and even customize the look and feel of ads to match your website. Google ad
sense is a wonderful way for website owners and bloggers to earn extra income from clicks that
create traffic for Google. This is how Google adsense works; the Ad sense spiders will go
through your website to see what all your pages are about. They will then check their list of ads
and put related ads next to each of your articles

37
6.9 Pay Per Click (PPC)
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee
each time one of their ads is clicked. Essentially, it‘s a way of buying visits to your site, rather
than attempting to earn those visits organically. Search engine advertising is one of the most
popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored
links when someone searches on a keyword that is related to their business offering. For
example, if we search for any keyword, our ad might show up in the very top spot on the
Google results page. Every time our ad is clicked, sending a visitor to our website, we have to pay
the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit
is worth more than what you pay for it.

The study started with the aim to analyse the different kinds related to marketing. Based on
the discussion it has been found that in case of the digital marketing the most important aspect is
to connect with the users. The ladder of engagement has shown the approaches to attach with
the customers. The study has also revealed that in order to utilise the digital marketing in
an effective way, the companies are required to design an effective platform. It has shown that in
the current context, it has become important to integrate all the systems with that of the digital
platform. The transition of newspaper from the printed version to the online version has been
exemplified the current trends of the digitalisation. The research and practice of digital
marketing is improving with the advancement of technology.

38
 CHAPTER 7

FINDINGS AND INFERENCES

39
All the findings and inferences made during the Internship has been shown in the below
assignment. There is also an assignment made on competitive analysis on Unschool contains all
the things learned during the Internship, including SEO content, SEM, SMM, etc.

7.1 Work done during Internship by secondary method of data collection:

Digital marketing is a type of marketing which is used for promoting goods and services by pulling
different online marketing tactics such as search engine optimization (SEO), search engine
marketing (SEM), social media marketing (SMM) and many more. Now a days as everything is
going online or say digital it is very easy and convenient to promote our goods and services and to
reach out to the targeted audience regarding our product, services or brand.

It is not only limited to ads or sending emails but I have a very wide channel for promoting a thing,
i.e., search engine optimization (SEO), search engine marketing (SEM), social media marketing
(SMM), email marketing, content marketing, mobile marketing, affiliate marketing.

The seven different types of marketing are as following explained with the help of an example:

 Search Engine Optimization (SEO):

Search engine optimization or the organic searches is a process of improving the appearance of
the website and its positioning in the search results. Digital marketers try to optimize their sites by
writing a good and informative content so that when on any search engine compares the same sort
of data using crawlers or spiders their sites can rank higher as it is the best way of improving
quality and the quantity of the audience on the website.

For example: If someone wants to buy a beauty product and want to buy a particular brand or
product and go to search on any search engine like Google, Bing, Firefox etc. to search for that
particular product Plum toner so the first site which will appear on the results after the ad is the
search engine optimized site or the organic search.

40
 Figure 4: Search Engine Optimization

 Search Engine Marketing (SEM):

Search engine marketing is a form of digital marketing which involves the promotion of websites by
increasing their visibility on the search results pages, i.e., paid promotions. In this type of tactic, we
can pay a specific amount to show our website on the first page of search result or can buy a
specific column of any page to advertise our product, services or website there.

For example: If we search for any shopping site such as amazon or nykaa on the search engine,
the first result that will be shown on the page is the search engine marketing or paid promotion.

Figure 5: Search Engine Marketing

41
  Social Media marketing (SMM):

Social media marketing is the way of digital marketing in which we use social media platforms and
websites like Instagram, Facebook, twitter, snapchat and may more to promote our goods or
services. These social media platform helps the brand to reach out its customers to build brand,
drive traffic to the website and to increase the sales.

For example: You see while we are scrolling through our social media we come across posts
where it‘s written sponsored or ads are the promotions of that particular brand, product or service.

Figure 6: Social Media Marketing

 Email Marketing:

Email marketing is a way of digital marketing in which we can make people aware about the
product by sending them commercial messages through email. Every mail sent to the potential
customer or the current customer is known as email marketing. It involves using email to send
advertisements, request business, awareness about product or services or solicit sales.

For example: If we go to any site or app they first ask for our number and email id to proceed
further and then after login to any website or app we check or mail box we find their emails in the
promotions section or sometimes in the inbox section, so that is known as email marketing.

42
 Figure 7: Email Marketing

 Mobile Marketing:

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience
on their smartphones, tablets, and/or other mobile devices, via SMS and MMS. The brands send
different sort of offers or aware their customers about the sales by sending them SMSs to solicit
the sales.

For example: If we go to any site or app they first ask for our number and email id to proceed
further after that we start receiving the offer messages on our number from that site or the app,
and that is known as mobile marketing.

Figure 8: Mobile Marketing

 Content Marketing:

Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach even
helps in improving the SEO of the website so that the website can come on the higher ranking and
improve the quality and quantity of the audience.

43
For example: If we search on any search engines regarding anything so the search engine
optimized site which will come after the ads will have organic content which helped them reach
higher rank and become search engine optimized site.

Figure 9: Content Marketing

 Affiliate Marketing:

Affiliate marketing is an advertising model in which a company compensates third-party publishers

to generate traffic or leads to the company's products and services. The third-party publishers are
affiliates, and the commission fee incentivizes them to find ways to promote the company.

For example: A company wants to practice affiliate marketing through Instagram so then they will
hire any instagramer who have a really good number of following then they will ask them to
promote their product or brand on their pages and sometimes they provide referral codes to solicit
the sales of the product or the band.

Figure 10: Affiliate Marketing

44
Digital marketing is a way of promoting one‘s goods or services using digital platform and it can be
done in many ways using various different tactics so that one can reach out to their end goals, i.e.,
increase in sales.

There are four stages of digital marketing which are as following:

 Awareness Stage:

It is the first stage of the digital marketing and in this stage anyone who is providing any sort
of services or selling any sort of good basically tries to make people aware about their
product or services existence in the market.

They can do this thing by using various methods such as search engine marketing, social
media marketing, email marketing, content marketing and side by side can work on their
search engine optimization to make people aware about themselves.

For example: Zepto: A grocery shopping app

It‘s an app from where we can buy various grocery items conveniently just by clicking few
buttons and the items will reach at our home. In starting it started promoting its app thought
social media marketing, email marketing and many more ways. It posted many videos and
content on the social media how it is convenient to but grocery from home and that those of
working people out there and made people aware about their services.

 Consideration Stage:

It is the second stage of the digital marketing and in this stage, you basically tell the people
about why they need your product or services and how it is useful to them and creates the
want of the product or the services in the market.

For example: Zepto targeted the working people to create the need of their services like
telling them how convenient it would be to order groceries online so that they don‘t have to
go anywhere and can have everything they want in few minutes.

 Purchase Stage:

It is the third stage and, in this stage, you have to give the targeted audience any sort of
offer or any type of bait for which they will fall and but your product or use your services.

45
 For example: When people started considering Zepto then it stated giving offers to the
people so that they use their services. They even used affiliate marketing in this process as
a means of marketing and offers like 50% off on first purchase, free delivery on the first
purchase.

 Post Purchase Stage:

It is the fourth stage of the digital marketing and in this stage, you have to provide offers or
keep on reaching out to the current customers and the potential customers so that they
keep on using your services and buying your products.

For example: After a few orders Zepto started changing its offer and tried to increase its
sales. It started giving offers like 20% off on the purchase of above 700 rupees or started
giving suggestions that if you buy items of 300 rupees more you will get a free gift and many
more.

46
Search engine optimization or the organic searches is a type of digital marketing and it is a
process of improving the appearance of the website and its positioning in the search results.
Digital marketers try to optimize their sites by writing a good and informative content so that when
on any search engine compares the same sort of data using crawlers or spiders their sites can
rank higher as it is the best way of improving quality and the quantity of the audience on the
website.

There are two types of search engine optimization which are as follows:

1) On Page SEO: On page search engine optimization refers to all measures that can be
taken directly within the website in order to improve its position in the search rankings. In
this measure we have different things to work on to improve our on-page SEO which are as
follows:

SEO title which is shown on the search result page when someone searches related to that
thing in this, we have to check the most used keywords to make our title easy to be found.

Meta description which is shown right under the SEO title of the site and it should be to the
point and informative so that one can get a rough idea regarding our services or product
and it should involve the keyword or the key phrase.

Figure 11: On-Page SEO (i)

Heading which is shown when you click open the website and it should be something
attractive and descriptive about the rest of the content. Subheading which is shown right
under the heading is same as the Meta description it should be short and to the point.

47
 Figure 12: On-Page SEO (ii)

Photos which we use in our blog, can be a great way to increase our SEO. For that, while
uploading the photo in our content, we should write its alt tag properly so that if someone
searches regarding the same thing the photo used in our content can be on the search
result page.

Figure 13: On-Page SEO (iii)

Content which is the most important part of the on-page SEO, we have written a great and
an informative content which is easy to understand and provide great information to the
reader so that when crawler or spiders compare the data from various website our page can
rank higher can come up on the search result page.

We have to keep on updating our content so that we can maintain the position as the
ranking can change anytime.

48
 2) Off Page SEO: Off page SEO refers to actions taken outside of your own website to impact
your rankings within search engine results pages. In this measure we have to work on
different sort of things which are as follows:

Backlinks which are basically links which can help us redirect the audience on our website.
There are two types of backlinks which are do follow and do not follow which can be
explained as Do not follow links can also come under content marketing as in this there
won‘t be any link provided from which one can be redirected to out page but they can get
information regarding our website and product or services from other blogs or posts.
Do follow backlinks are those back links in which a hyperlink is provided to redirect from the
other‘s page to our website and this can be used to direct the audience towards our website
and increase the awareness among people and solicit the sales.

Social bookmarking is a way in which we can register our business or product and
services on different social platforms which allows users to easily revisit the website.

Guest blogging is also a way of off page SEO in which we can submit our blog on
someone else‘s website or can contact the blogger so that they can publish our blog on
their website so that we can reach out to more people and for that we have to write greats
blogs and content so that they are can be easily published on other‘s website and helps us
improve our SEO by content writing.

Backlinks comes under off page SEO for digital marketing which is basically a way to increase the
audience on the website with the help of the links which can help us redirect the audience from
different platforms like social media, other‘s blogs, posts, Pinterest and many more different
websites.

There are two types of backlinks which can be categorized as follows:Do Follow Backlinks
andDo Not Follow Backlinks.

Do not follow links can also come under content marketing as in this there won‘t be any link
provided from which one can be redirected to out page but they can get information regarding our
website and product or services from other blogs or posts.

We can make do not follow backlinks by asking the companies or bloggers which are into content
marketing to write an informative and good content about our product or services on their pages

49
which will also help them in increasing their SEO and let us aware people about our product or
services.

Do follow backlinks are those back links in which a hyperlink is provided to redirect from the
other‘s page to our website and this can be used to direct the audience towards our website and
increase the awareness among people and solicit the sales.

We can make do follow by using online directories, companies, bloggers, Pinterest, and many
more ways in which we can ask the companies and bloggers to provide a hyperlink within the
content which will lead the reader to be redirected to our website using that link on the page.

We can find number of online directories and advertise about our services there and also provide a
hyperlink for the user to easily find our website and increase our awareness among people.

For example: If you will click on this link best digital marketing course you will be redirected to
another webpage and this is known as do follow backlink.

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7.2 Tools Used

1. SEMRUSH

SEMrush is an SEO tool that does your keyword research, tracks the keyword strategy your
competition uses, runs an SEO audit of your blog, looks for backlinking opportunities, and lots
more.

Internet marketers all over the world trust SEMrush. It is also used by a number of businesses, big
and small. Major companies such as Apple, Amazon, Samsung, Forbes, IBM, and more use this
tool.

SEMrush has a massive database of over 20 billion keywords and 808 million domains crawled. It
tracks things like the organic position of a domain or landing URL on Google‘s SERPs (search
engine results pages), copies of AdWords ads and their positions, Cost-per-click (CPC) ads,
competitor analysis, and so much more. Overall, it can make a huge impact on your content
marketing from strategy, to research, to optimization, and beyond.

2. SENDINBLUE

SendinBlue is an email marketing solution for SMB (small and medium-sized) businesses that
want to send and automate email marketing campaigns, even if they have a limited budget.

The most important features of SendinBlue:

 Drag and Drop Email Editor: SendinBlue comes with an intuitive drag-and-drop email
editor. Here you can choose from a variety of pre-set elements to customize your email
design.
 A/B testing: Optimize your emails by testing multiple subject lines and picking the winner.
 SMS: You can also use SendinBlue to send SMS and autoresponder messages.
 Landing pages: (in Premium and Enterprise plans): You can use SendinBlue to create
landing pages from scratch or use one of their professional-looking templates to help speed
up the process.
 Bounce Management: You get access to a log of soft and hard email bounces. Hard
bounces are removed automatically.
 Reports and Analytics: All of the must-have email marketing metrics as well as email click-
map, google analytics integration and geo-tracking

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  Opt-In Forms: SendinBlue subscription forms are dynamic. You can customize them to fit
your brand. The more sophisticated features include captcha verification and automatic data
population (so people don‘t have to fill in their name etc twice)
 List Management: You can easily manage your mailing lists. Import, export, and edit
contacts.
 Email segmentation: Segment your audiences based on your subscriber‘s demographics,
actions taken, and lead scores.
 Email Marketing Automation: SendinBlue offers plenty of email automation functionality.
For example, the workflow editor lets you to target leads based on their on-site actions, web
behaviour, email engagement, etc.
 Transactional Emails: Through SMTP, you can directly send transactional emails. For
instance, receipts and order confirmations, password resets. Etc!
 Email Templates: SendinBlue offers 65 pre-made email templates to quickly get started.
 Chat: Include a chat function and place it on your website for immediate 1:1 communication
with site visitors.
 CRM: SendinBlue has a sales and marketing CRM included. In the CRM you can centralize
all of your contact information and set follow up actions.

3. ZOHO

Zoho CRM can be easily customized to meet the specific needs of any business type and size.
Modern CRM systems such as Zoho CRM are used by start-ups, large enterprises, and verticals
like real-estate, healthcare, insurance, legal, media, restaurants, travel, banking, tax, freelancers,
and non-profits to increase their sales, marketing, and customer support efforts.

The Benefits of ZOHO CRM are:

 Boost sales
With Zoho CRM, you can identify, nurture, and follow up on quality leads. This means that
you don't waste time and resources on a prospect that probably won't become a customer.
 Efficientbusiness process
Help your team stay productive by defining and building efficient processes for your
business. Zoho CRM can help you ensure that standards are followed while processes are
executed.

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  Tactical decision making
Zoho CRM gives your decision makers accurate data from across your organization using
analytics and reports so they can react to market trends with better decisions.
 Data security and compliance
You can rest assured that your customer data is safe in Zoho CRM data centers,
safeguarded by top-of-the-line physical and digital security mechanisms.
 Mobile accessibility
Zoho CRM mobile ensures that your team has access to important CRM data, no matter
where they are. A sales rep in the field can pull up information about nearby customers or
drop by for a meeting on the go.
 Better customer satisfaction
Zoho CRM arms your team with all the historical data of a customer, as well as information
regarding similar issues faced by others which helps your team resolve customer inquiries
quickly, ensuring they leave satisfied.

4. WORDPRESS

WordPress is a content management system (CMS) that allows you to host and build websites.
WordPress contains plugin architecture and a template system, so you can customize any website
to fit your business, blog, portfolio, or online store.

5.GOOGLE ANALYTICS

Google Analytics is a web analytics service that provides statistics and basic analytical tools for
search engine optimization (SEO) and marketing purposes. The service is part of the Google
Marketing Platform and is available for free to anyone with a Google account.

Google Analytics is used to track website performance and collect visitor insights. It can help
organizations determine top sources of user traffic, gauge the success of their marketing activities
and campaigns, track goal completions (such as purchases, adding products to carts), discover
patterns and trends in user engagement and obtain other visitor information such as
demographics. Small and medium-sized retail websites often use Google Analytics to obtain and
analyze various customer behavior analytics, which can be used to improve marketing campaigns,
drive website traffic and better retain visitors.

6. GOOGLE SEARCH CONSOLE

Google Search Console is a free tool that helps users measure their site‘s traffic, see keyword
performance, fix issues, and receive messages from Google about their website. It provides insight

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on how a website is doing in organic search as well as ways to make adjustments to the site in the
Google index. (Unlike Google Analytics though, Search Console only provides info on traffic that
comes from web search – not other segments like direct traffic, traffic from ads, or traffic from site
referrals).For many online businesses the most valuable resource in Search Console is the
Performance report. As the name implies this section of the platform gives marketers and
businesses important information on their organic performance and can help them track important
KPIs for business success and continual growth.

The Performance report shows metrics about organic traffic coming to a business‘s websites as
well as each individual URL. It gives details about clicks, impressions, click-through-rate, and
average keyword rankings.

Let‘s define each one of these:

Clicks: This metric reflects the number of clicks from Google search that results in users visiting
your site‘s property. Unlike Google Analytics these clicks don‘t necessarily represent user‘s
sessions (a total period where a user browses the site) or even page views (the number of times a
page is viewed in total). Clicks are, just that… clicks. This is a big part of why the number of clicks
you see in Search Console doesn‘t always match with sessions you see in the landing-page report
of Analytics; because Google measures these metrics with slightly different definitions.

Impressions: This is defined as how many links to your site a user saw on Google search results
(even if the result was not scrolled into view). A simpler way of describing it is that impressions are
how many times your site appears in search results, even if they don‘t get clicks. Your results
aren‘t counted as impressions if they appear on the next page of search results that the searcher
did not click on.

CTR: This metric stands for click-through-rate and is a measure of how many clicks the site has
received, divided by the number of impressions received.

Average Position: This means the average position of the topmost result from your site for a
given keyword. Average is given here because the position fluctuates often, give or take a few
spots.

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7.3 Competitive Analysis Assignment

Competitive Analysis

Company Name: UNSHOOL

Company Introduction:

Founded in 2019 and headquartered in Hyderabad, Telangana, Unschool is an online learning

platform that provides real world professional education and allows students, young professionals
and all those who has a curiosity to learn more to skill themselves in ways that fit their needs and
the upgoing producer demands.

It is a marketplace where industry experts host online courses for students and earn a royalty per
sale that is given by the Unschool team.

The company provides a selected range of Skill Courses, Internship Programs and Job Programs
across 100+ career fields. It has a strong community of Coach Experts working over all over the
world like from India, Brazil, Canada, the UK, Portugal, Australia, etc.

Legal Name: Edupolis Technologies Private

Ltd. Headquarters: Hyderabad, Telangana, India

Business Model: B2C

Founding Date: 2019

Core Team: 1. Rahul Varma (Co-Founder & CEO)

2. Narayanan S (Co-Founder & CBO)

Website: https://www.unschool.in/

55
What Company Does?

Unschool is an e-mentorship platform that allows students, graduates, young professionals,

entrepreneurs and "anyone with the curiosity to learn, create an online learning ecosystem that fits
their need and industry demands. Unschool is an awesome platform for learning and lesson plans
are well curated and the mentors and coaches are very professional and great teachers.

Unschool is a marketplace for professional education where college students in India can learn
from high-quality courses created by experts from around the world. It is a marketplace for
professional education where college students in India can learn from high-quality courses created
by experts from around the world. Unschool, funded by Y Combinator is a marketplace for college
students to learn from experts from around the world with live sessions, practical projects, peer
community and guaranteed internships on course completion. With a vision to enable youth
towards employability, Unschool has a 10x completion and 80% internship selection rates.

Unschool provides courses mainly 8 domains. They are:

1. Art & Humanities- Under this category, Unschool provides courses for:
 Career Planning for Freshers
 Psychology

Figure 14: Unschool (i)

2. Business & Entrepreneurship- Under this category, Unschool provides courses for:
 Business Management
 Design Thinking

56
 Lean Six Sigma: White Belt Certification
 Operations Management
 Product Development

Figure 15: Unschool (ii)

3. Personal Development- Under this category, Unschool provides courses for:

 Advance Microsoft Excel Certification
 Learning through the age of Distraction
 Public Speaking & Training
 Soft Skills

Figure 16: Unschool (iii)

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4. Coding & Development- Under this category, Unschool provides courses for:
 Advanced Python
 App Development Using Flutter
 App Development Using Android Studio Course
 C & C++ Language
 Data Structures

Figure 17: Unschool (iv)

5. Software & Technology- Under this category, Unschool provides courses for:
 AWS Cloud computing
 Advanced Artificial Intelligence Certification
 Android App Development using Java
 Artificial Intelligence
 Big Data

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 Figure 18: Unschool (v)

6. Marketing- Under this category, Unschool provides courses for:

 Content Writing
 Digital Marketing
 Marketing Management
 Public Relation
 Public Relations

Figure 19: Unschool (vi)

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7. Design- Under this category, Unschool provides courses for:
 Graphic Design
 Revit Architecture & Structure

Figure 20: Unschool (vii)

8. Finance & Accounting: Under this category, Unschool provides courses for:
 Stock Market & Personal Finance
 Stock Market & Finance

Figure 21: Unschool (viii)

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Apart from these courses, Unschool also provides Internship Opportunities under:

1. Coding
2. Design
3. Finance
4. Management
5. Marketing
6. Technology

Figure 22: Unschool (ix)

Social Media Platforms

1. Instagram-

Unschool has a wide range of followers of around 25.2K. Unschool uses Instagram for making
their Target Audience about their services and make sure that they get attracted towards them and
purchase the course.

For instance, they post quotes by professionals, fun facts, facts about courses, career guidance
providing reels to reach out to the public.

2. YouTube-

With around 2K subscribers, Unschool uses YouTube Shorts as well as normal videos to
showcase the public about their contents, video lectures, educational videos, etc.,

61
 3. LinkedIn-

With almost 52K followers, Unschool post about various Internship opportunities so that the needy
can apply for the same and get involve to different internships.

4. Facebook-

They post the same Instagram posts apart from the normal posts of course awareness, internship
opportunities and facts.

5. Unschool App-

About this App:

 Monetize your free time - Teach what you love to interesting people in the community.
Earn money for sharing your skills, hobbies, expertise on 1 on 1 basis.
 Learn & Network with best - Come & explore topics with experts. Try your hand at
something new, or level up existing skills with those who have done it before.
 Share Knowledge and Barter - Trade knowledge for something you need. Save it from
getting wasted
 Self-Directed Learning - Pick up one skill at a time, or pick up several skills
simultaneously. Do sessions at your own pace, and on your own terms.

Organizational Structure

The organizational structure at Unschool consists of 3 level of working that are as follows:

 UNSCHOOL COMMUNITY INFLUENCER: - It‘s an initial level of working where and an

influencer will approach the market with the help of their contacts in various institution and
will educate people about Unschool and beneficiaries about taking courses from Unschool.

 UNSCHOOL COMMUNITY LEADER: It‘s a position that comes after UCI. In this
designation, a person will hire their own team by conducting an interview to those who are
applying for the position of community influencer. After the hiring process done the leader
will lead the team by induction and regular meetings and will train them to achieve targeted
consumers.

 UNSCHOOL COMMUNITY CHAMPION: - In this designated position a person becomes

manager and will lead various teams with their respective leader under them by giving

62
 targets and will educate them and solve their grievances regarding achievement of team
targets. Community champions are basically a managerial position where they have to lead
a cluster of teams that their hired as community leader.

Sales Cycle

The main objective of every company is to bring out sales from each and every lead possible. For
this, they use various techniques to hook them and make them to purchase their products or
services.

Unschool does its sales through the use of various platforms:

 Own Website- the needy customers visit their website and purchase the course as per their
need. And if there are people who are confused about their career then they had provided
an option of submission of their queries through email, or via phone call. And if anyone
wants to contact any mentor, an option to contact directly with the mentor is also available.
Apart from this they have also provided a series of questions that the customers may ask
and their solution within.
 Own Application- the company has launched an application ‗Unschool‘. They have given
an option to Earn while Sharing one‘s knowledge through a so-called Barter System. With
this they will be able to target more people as this software works on a common thought- ‗a
person may or may not visit their website on their search engines but if they have an
application through which they can earn as well, they are likely to visit and make choices
more‘.
 Email Marketing- the subscribers are more likely to get mails about new opportunities and
special offers as well. They have a proper community for the same to run successful
campaigns.
 Sales Marketing Team- as soon as the lead generation team gets a group of new leads,
they forward their information to the sales team who make calls and hook the prospects.

For the internship opportunities, they list various jobs on their:

 Website
 LinkedIn Page
 Facebook Page
 Instagram Page

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  Unschool Application

On the Unschool platform, students can sign up and immediately start their lessons. Once they
complete 20 percent of the course, they are intervened with a project that tests their knowledge.
Upon finishing 70 percent of the course, another major project intervention takes place. Once they
do well and finish 80 percent of the course, they are presented with handpicked internship
opportunities from reputable MNCs, start-ups, NGOs etc.

Suggestions

a) They give high targets to those students who are not a part of the market field. They should aim
for a proper target audience.

b) Courses mentioned on site are very expensive even though the company is sponsored by the
government of India.

c) Regular meeting sessions cause problems for those students who are studying and working as
well.

d) Even though flexible time span is mentioned but to achieve targets, the buyer has to work
beyond working hours.

e) Even after working hard if targets are not achieved, no certificates are provided.

Company’s Future

The team claims to have 1,00,000 paid users. They have come a long way and intend to have
hundreds of courses in the next three years, with more paid users. Their course completion rate is
50 percent and the placement rate is 70 percent.

The Founder said that they intend to partner with colleges to provide students with skill-based
immersive courses at affordable costs.

So according to me, the company has a great future ahead as the world being digitalized at a
faster pace after the covid era.

64
CHAPTER 8

LIMITATIONS

65
 Limitations of Study

1. As a new business start-up only limited information was provided.

2. Being an Online Training Program, the author was mostly taught rather than provided a
professional experience.
3. Generating Traffic and leads: With so many options of platforms for marketers to publish
their content and even more ways to promote it, it's hard to know where to focus the efforts.
4. Creating a high quality content which the audience actually want was one of the biggest
challenge.
5. The time factor was also one of the challenges faced by the author, as the time period of
the training programme wasn‘t fixed always.
6. Being an educational course providing company, its target audience was students and it
was very difficult to make conversions from them.
7. It was a hard task to get the competitive analysis of one of its strong competitor, Unschool,
as the author even had to make query calls to understand the company‘s rules and
regulations.

66
 CHAPTER 9

RECOMMENDATIONS AND
CONCLUSIONS

67
Recommendations:

a) They give high targets to those students who are not a part of the market field i.e., towards IT
students. They should aim for a proper target audience.

b) Courses mentioned on site are very expensive even though the company is sponsored by the
government of India.

c) Regular meeting sessions cause problems for those students who are studying and working as
well.

d) Even though flexible time span is mentioned but to achieve targets, the buyer has to work
beyond working hours.

e) The company should also prefer to provide video lessons, rather than regular online classes as
it‘s difficult for them who are studying and working as well.

Conclusion:

Digital Marketing is the future. Common people are nowadays enabled to access the internet in
their day-to-day life with the help of the innovations of mobile together with low-cost data. With
respect to the present time, Businesses must have the presence of the digital medium, or else they
are getting to be digital. What works and what doesn't is verbalized by the precise intermingling of
frame and appropriateness, similar to the Experience of the Consumer. Accordingly, no stopper is
there in terms of digital marketing in India. As it is an advancement of the business in virtual
situations so the best methodology utilized by organizations includes is to focus on the clients
when they are online before their PCs or smartphones and urge them to attempt their items. That
is the cause in the continuing occasions organizations center has consistently been around the
procedures of digital marketing. Various organizations have utilized over three methodologies that
are email marketing, social marketing, and mobile marketing to its greatest use and that is the
reason marketing has technologically advanced and organizations actualizing viable business
plans are so operative. Subsequently, it can be said by one that the strategies of Digital Marketing
together with the accomplishment of business both go as being one. The way it is growing in
India,it can be said that within 5 to 10 years, it will be the most powerful medium of communication
for every brand. Proper initiative from any brand can stand out in the social media and make a
solid place of its own.

68
Throughout the internship period, the author tried best to learn from professional aspect and
implement what was learnt. Here, the author used theoretical knowledge which was earlier
achieved in educational period and also, used what was learnt throughout the internship programs.
From this report, the author tried to include the overall findings of the internship period and had
included the knowledge that was gained as far as possible. The author gained an opportunity to
gain much insight into Digital Marketing. During the internship period, the author learnt that Digital
Marketing is in itself a vast field which can be considered as a career choice. During internship, the
practical view of relationship between Digital Marketing and Traditional Marketing was acquired.

In short, internship at Doosra College was a wonderful experience in terms of exposure to the
professional world and it helped me to gain better knowledge along with the implementation. It was
very beneficial to as the author learnt a lot, and helped to discover works in a real world.

69
 CHAPTER 10

BIBLIOGRAPHY

70
 Bibliography

1. Doosra College:
[https://doosracollege.com/]

2. Digital Marketing and Traditional Marketing (Concept):

[https://keydifferences.com/difference-between-traditional-marketing-and-digital-
marketing.html]

3. Articles and Books

 Aithal, P.S. and Varambally, K.V.M., 2015. Customer Perspective on Online Mobile
Banking in India-An Empirical Study. International Journal of Management, IT and
Engineering, 5(7), pp.77-97.
 Alavi, S., 2016. New paradigm of digital marketing in emerging markets: from social
media to social customer relationship management.
 Bala, M. and Verma, M.D., 2018.International Journal of Management Practice, 9(1),
pp.56-73.
 Dasgupta, S. and Ghatge, A., 2015. Understanding the stickiness of corporate social
responsibility reporting as a post globalization digital marketing strategy: a study of
multinational automobile companies in India. Indian Journal of Science and
Technology, 8(S4), pp.283-292.
 Dasgupta, S. and Ghatge, A., 2015. Understanding the stickiness of corporate social
responsibility reporting as a post globalization digital marketing strategy: a study of
multinational automobile companies in India. Indian Journal of Science and
Technology, 8(S4), pp.283-292.

4. WordPress Work done by Author

[www.doosracollege.online]

5. HubSpot
[https://app.hubspot.com/login/confirm-to-login]

6. SEMrush

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 [https://www.semrush.com/seo/]

7. Google Search Console [https://support.google.com/webmasters/answer/9128668?

hl=en#:~:text=Google%20Search%2 0Console%20is%20a,how%20Google%20sees%20your
%20site]

8. SendinBlue
[not shareable]

9. Zoho
[https://www.zoho.com/crm/what-is-zoho-crm.html]

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