SSM COLLEGE OF ENGINEERING

Accredited by NAAC
Approved by AICTE, Affiliated to Anna University | Recognized by UGC Under Section 2 (f) of 12 (B)
NH-544, Salem Main Road, Komarapalayam-638 183, Namakkal (Dist.), Tamil Nadu, India.
Web: www.ssmce.ac.in, Contact: 9894026708.

DEPARTMENT OF COMPUTER SCIENCE AND ENGINEERING

RECORD NOTE BOOK

CCW332 – DIGITAL MARKETING LABORATORY

EVEN SEMESTER : 2024-2025

REGULATION 2021

STUDENT NAME

REGISTER NUMBER

YEAR/SEMESTER

COURSE NAME B.E. COMPUTER SCIENCE AND ENGINEEIRNG

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 S.S.M. COLLEGE OF ENGINEERING
KOMARAPALAYAM

DEPARTMENT OF COMPUTER SCIENCE AND ENGINEERING

LABORATORY RECORD

REGISTER NUMBER:

Certified that this is a Bonafide record of Practical work done by

Mr./Ms.…………………………………………………………………………in the
CCW332 – DIGITAL MARKETING LABORATORY during the year 2024-2025.

Signature of Lab Incharge Signature of Head of the Department

Submitted for the Practical Examination held on……..................................

Internal Examiner External Examiner

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 SSM COLLEGE OF ENGINEERING
Accredited by NAAC
Approved by AICTE, Affiliated to Anna University | Recognized by UGC Under Section 2 (f) of 12 (B)
NH-544, Salem Main Road, Komarapalayam-638 183, Namakkal (Dist.), Tamil Nadu, India.
Web: www.ssmce.ac.in, Contact: 9894026708.

DEPARTMENT OF COMPUTER SCIENCE AND ENGINEERING

Vision and Mission of the Institute

Vision
To propagate competent technical professionals and equipping them with knowledge and skills to make
a successful entry into the Technological Arena and also to bring out the innovative skills to benefit the
society, the nation and the world at large.

Mission
• To disseminate globally standardized technical education.
• To inculcate a high sense of discipline.
• To foster research & development.
• To gratify industry expectations through Industry – Institute interaction.
• To be student centered in leadership skills to face the challenges of the competitive world.

Core Values
The core values of SSM College of Engineering are centred around promoting academic excellence,
holistic development, and ethical standards in engineering education. While the college may not
explicitly list all their values, several key themes are emphasized in their mission and activities:

1. Academic Excellence: The college aims to provide high-quality education and foster
the development of knowledge and skills among students, preparing them for global
challenges.
2. Holistic Development: SSM College focuses on the overall growth of students,
encouraging participation in sports, cultural activities, and leadership programs
alongside academics.
3. Ethical Values: They emphasize the importance of instilling strong ethical values in
students, ensuring that they contribute positively to society as well-rounded
professionals.
4. Innovation and Research: The college encourages innovation, creativity, and research,
fostering an environment that supports technological advancements and industry
partnerships.
5. Sustainability and Social Responsibility: The college values sustainability in its
operations and seeks to nurture socially responsible citizens who can contribute
meaningfully to society

Vision of the Department:

To create the holistic environment for the development of Computer Science and Engineering

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Graduates employable at the global level and to mould them through comprehensive educational
programs and quality research for developing their competency and innovation with moral values.
Mission of the Department:
1. Ensuring the academic growth by way of establishing centers of excellence and promoting
collaborative learning
2. Promoting research-based projects in the emerging areas of technology convergence for the
benefit of students and faculty
3. Motivating the students to be successful, ethical and suitable for in dusty ready
PROGRAM OUTCOMES (POs)
1. Engineering knowledge: Apply the knowledge of mathematics, science, engineering
fundamentals, and an engineering specialization to the solution of complex engineering
problems.

2. Problem analysis: Identify, formulate, review research literature, and analyze complex
engineering problems reaching substantiated conclusions using first principles of
mathematics, natural sciences, and engineering sciences.

3. Design/development of solutions: Design solutions for complex engineering problems

and design system components or processes that meet the specified needs with
appropriate consideration for the public health and safety, and the cultural, societal, and
environmental considerations.

4. Conduct investigations of complex problems: Use research-based knowledge and

research methods including design of experiments, analysis and interpretation of data,
and synthesis of the information to provide valid conclusions.

5. Modern tool usage: Create, select, and apply appropriate techniques, resources, and
modern engineering and IT tools including prediction and modeling to complex
engineering activities with an understanding of the limitations.

6. The engineer and society: Apply reasoning informed by the contextual knowledge to
assess societal, health, safety, legal and cultural issues and the consequent
responsibilities relevant to the professional engineering practice.

7. Environment and sustainability: Understand the impact of the professional

engineering solutions in societal and environmental contexts, and demonstrate the
knowledge of, and need for sustainable development.

8. Ethics: Apply ethical principles and commit to professional ethics and responsibilities
and norms of the engineering practice.

9. Individual and team work: Function effectively as an individual, and as a member or

leader in diverse teams, and in multidisciplinary settings.

10. Communication: Communicate effectively on complex engineering activities with the

engineering community and with society at large, such as, being able to comprehend

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 and write effective reports and design documentation, make effective presentations, and
give and receive clear instructions.

11. Project management and finance: Demonstrate knowledge and understanding of the
engineering and management principles and apply these to one’s own work, as a member
and leader in a team, to manage projects and in multidisciplinary environments.

12. Life-long learning: Recognize the need for, and have the preparation and ability to
engage in independent and life-long learning in the broadest context of technological
change.

PROGRAM SPECIFIC OBJECTIVES (PSOs)

PSO1: Programming Logic: Ability to identify, design and apply domain knowledge and computational
skills to intelligent solutions for Artificial Intelligence and Data Science related processes in our
ecosystem.
PSO2: Software Design: Ability to critique the role of Computer Science and Engineering in
multidisciplinary areas to transform thoughts into products through research and innovative careers.

PROGRAM EDUCATIONAL OBJECTIVES (PEOs)

PEO 1: Basic Skills – Graduates will be able to demonstrate their technical skills and competency in
various applications by providing creative and novel technological solutions.
PEO 2: Technical knowledge– Graduates will be able to ensure the effective contribution to the society
through critical thinking, innovations and research with the broad spectrum of skills in frontline
technologies.
PEO 3: Managerial skills– Graduates will be equipped with multidisciplinary initiatives and visions
towards the growth of society with respect to ethical and lifelong learning.

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 INDEX

EX NO DATE PAGE MARKS SIGNATURE

NAME OF THE EXPERIMENT
NO

Subscribe to a weekly/quarterly newsletter and 07

1. 06/03/2025 analyze how its content and structure aid with
the branding of the company and how it aids its
potential customer segments.

2. Perform keyword search for a skincare hospital 10

20/03/2025
website based on search volume and
competition using Google keyword planner
tool.

3. 03/04/2025 Demonstrate how to use the Google

15
webmasters Indexing API

4. 23/04/2025 Discuss an interesting case study regarding

how an insurance company manages leads. 18

5. Discuss negative and positive impacts and 21

08/05/2025
ethical implications of using social media for
political advertising.

6. 15/05/2025
Discuss how Predictive analytics is impacting
marketing automation 24

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Ex No:1
Date: ANALYSIS OF NEWSLETTER SUBSCRIPTION

AIM: To Subscribe to a weekly/quarterly newsletter and analyze how its content and structure
aid with the branding of the company and how it aids its potential customer segments.

SOFTWARE / TOOLS REQUIRED:

• Newsletter login / signup

PROCEDURE:

1. Subscribe to a newsletter ,

Example

a) Times of India (https://timesofindia.indiatimes.com/newsletterhome.cms)

b) Puthiyathalaimurai https://www.puthiyathalaimurai.com/

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CONTENT & STRUCTURE OF THE NEWSLETTER:

1. Facility to earn TimesPoints :

a) By reading an article, user can get 10 Timespoints

b) By watching a video, user can get 20 Timespoints

c) By Listening to a podcast, user can get 5 Timespoints

d) By writing comments, user can get 15 Times points

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2. WEB SERIES REVIEW PAGE:

The web series review page allows the users to read the reviews of the latest movies and web
series,

POTENTIAL CUSTOMER SEGMENTS:

In this page, the newsletter company has the opportunity to get advertisements from movie
production companies, web series companies like Hotstar, Netflix, Bookmyshow.com etc

3. LIFE & STYLE REVIEW PAGE:

The Life & style page allows the customers to know about the latest lifestyle fashion and beauty
trends. This landing page has the potential to get advertisements from the 1. Lifestyle
companies 2. Fashion and Beauty product companies 3. Health & Food chain companies etc.

RESULT: Thus the analysis of content and structure of a Newsletter subscription in aiding
potential customer segments is carried out successfully.

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Ex No:2
Date: KEYWORD SEARCH USING KEYWORD PLANNER TOOL

AIM: To Perform keyword search for a skincare hospital website based on search volume
and competition using Google keyword planner tool.

SOFTWARE / TOOLS REQUIRED:

• GOOGLE KEYWORD PLANNER

PROCEDURE:

1. GOTO https://ads.google.com/

2. Then select Campaigns and Tools -> select keyword Planner

Or goto

https://ads.google.com/intl/en_IN/home/tools/keyword-planner/

3. Select Discover new keywords

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4. Type the keyword: skin care hospital and press Get Results

OUTPUT:

Keyword Stats
2024-03-27 at
12_29_16

March 1, 2023 -
February 29,
2024

Top of Top of
Avg. Three Competition page bid page bid
monthly month YoY (indexed (low (high
Keyword Currency searches change change Competition value) range) range)

skin care
hospital INR 5000 0% 0% Low 10 18.68 63.55

skin clinic near

me INR 50000 0% 0% Low 13 23.11 86.24

skin clinic INR 50000 0% 900% Low 8 17.48 68.03

skin hospital
near me INR 50000 0% 0% Low 10 17.08 52.09

skin care clinic INR 50000 0% 0% Low 7 20.07 63.84

skin care INR 50000 0% 900% Low 14 19.93 62.19

hospital near
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me

cosmetic skin
clinic INR 500 0% 0% Low 8 13.55 57.73

skin specialist
clinic INR 500 0% 900% Low 11 17.68 62.54

best skin clinic

near me INR 5000 0% 0% Low 20 20.68 81.67

best skin care

clinic near me INR 500 0% 0% Low 28 18.58 68.09

hair and skin

clinic near me INR 5000 0% 0% Low 24 33.11 104.46

skin treatment
clinic INR 500 0% 0% Low 18 22.52 57.16

vcare skin
clinic near me INR 500 0% 0% Low 27 17.57 77.87

dermatology
hospital near
me INR 5000 0% 0% Low 15 14.49 53.26

best skin care

hospital near
me INR 500 0% 0% Low 30 19.29 63.83

near by skin
clinic INR 5000 0% 0% Low 20 17.40 63.17

near by skin
care hospital INR 500 0% 0% Low 30 18.09 63.69

near me skin
clinic INR 500 0% 0% Low 19 18.29 86.63

near me skin
doctor clinic INR 500 0% 0% Low 23 13.92 42.55

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13
VCare Hair & Skin Clinic- Erode

Be Well Hospitals Erode

RESULT: Thus the keyword planner tool is used to perform keyword search for a skin care hospital
website.

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Ex No:3
Date: USAGE OF WEBMASTERS INDEXING API

AIM:

To Demonstrate the use of Google WebMasters Indexing API to notify the update in the web page
of a website.

SOFTWARE/ TOOLS REQUIRED:

• Google Webmaster Indexing API

PROCEDURE:

1. The Indexing API allows any site owner to directly notify Google when pages are added or
removed. This allows Google to schedule pages for a fresh crawl, which can lead to higher
quality user traffic.

Prerequisites for the Indexing API

Before you can start using the Indexing API, there are a few things you need to do:

• Create a project for your client

• Create a service account

• Add your service account as a site owner

• Get an access token

STEPS TO GET GOOGLE API TOKEN:

When submitting a request to the Indexing API, your request must:

1. Use https://www.googleapis.com/auth/indexing as the scope.

2. Use one of the endpoints described in Using the API.

3. Include the service account access token.

4. Define the body of the request as described in Using the API.

EXAMPLE JAVA CODE TO GET ACCESS TOKEN :

String scopes = "https://www.googleapis.com/auth/indexing";

String endPoint = "https://indexing.googleapis.com/v3/urlNotifications:publish";

JsonFactory jsonFactory = new JacksonFactory();

// service_account_file.json is the private key that you created for your service account.
InputStream in = IOUtils.toInputStream("service_account_file.json");

GoogleCredential credentials =
GoogleCredential.fromStream(in, this.httpTransport,
jsonFactory).createScoped(Collections.singleton(scopes));
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HttpRequestFactory requestFactory = this.httpTransport.createRequestFactory();

// Define content here. The structure of the content is described in the next step.
String content = "{"
+ "\"url\": \"http://example.com/jobs/42\","
+ "\"type\": \"URL_UPDATED\","
+ "}";

HttpRequest request =
requestFactory.buildPostRequest(genericUrl, ByteArrayContent.fromString("application/json",
content));

credentials.initialize(request);
HttpResponse response = request.execute();
int statusCode = response.getStatusCode();

WEBMASTER API FUNCTIONS:

1. Update a URL: Notify Google of a new URL to crawl or that content at a previously-
submitted URL has been updated.

INPUT:

Send the following HTTP POST request to https://indexing.googleapis.com/v3/urlNotifications:publish endpoint

{
"url": "https://careers.google.com/jobs/google/technical-writer",
"type": "URL_UPDATED"
}

2. Remove a URL: After you delete a page from your servers, notify Google so that we can
remove the page from our index and so that we don't attempt to crawl the URL again.

INPUT:

Send the following HTTP POST request to

https://indexing.googleapis.com/v3/urlNotifications:publish endpoint

"url": "https://careers.google.com/jobs/google/technical-writer",

"type": "URL_DELETED"

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OUTPUT:

The Indexing API responds with an HTTP 200 message, with a payload that contains details about the
notification.

The following example shows the body of a response that contains information about an update and
delete notification:

{
url: "http://foo.com",
latest_update: {
type: "URL_UPDATED",
notify_time: "2017-07-31T19:30:54.524457662Z"
},

latest_remove: {
type: "URL_DELETED",
notify_time: "2017-08-31T19:30:54.524457662Z"
}
}

RESULT:

Thus the usage of Webmaster indexing API to notify the update of the webpage is completed
successfully.

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Ex No:4 CASE STUDY OF LEAD MANAGEMENT BY INSURANCE
Date: COMPANY

AIM:

To make a case study on the management of leads by an insurance company.

LEAD MANAGEMENT:

Lead generation is the process of generating consumer interest for a product or service with the goal
of turning that interest into a sale.

Managing leads effectively is crucial for insurance companies, as it helps convert potential customers
into actual clients. Here’s a detailed look at how insurance companies typically manage leads:

1. Lead Capture

Insurance companies capture leads through various channels such as

o websites
o social media
o referrals
o events
• They use forms and landing pages optimized for conversion, where potential customers can
submit their personal information.

2. Lead Segmentation

Once leads are captured, they are segmented based on various criteria like

• demographics
• the type of insurance they are interested in (e.g., auto, life, health),
• Their stage in the buying process.

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3. Lead Scoring

Lead scoring is a methodology used to rank prospects against a scale. Scoring can be based on
information such as the

• lead's profession
• income level
• age
• behaviors (like website interaction).

Higher scores indicate leads with a higher likelihood to convert, allowing sales teams to prioritize their
efforts.

4. Lead Nurturing

Not all leads are ready to make a purchase immediately. Lead nurturing involves engaging with
potential clients through various touchpoints to keep them interested and informed.

This could be through

• email marketing
• social media engagement
• educational webinars
• or personalized content

5. CRM Software

Insurance companies use Customer Relationship Management (CRM) software to store and manage
lead and customer information. CRM systems help track all interactions with a lead, schedule follow-
ups, and maintain a timeline of communication history

By systematically managing leads through these steps, insurance companies can maximize their
conversion rates, ensuring a steady growth in their customer base and ultimately, their revenue.

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CASE STUDY:

The Opportunity

Our client wanted to offer a value-added option that would promote more website leads and
conversions.

The Plan

We worked with our client to develop a fully automated online financial report card. This offered
customers the opportunity to subscribe to an email list when visiting our client’s websites.

After the application was created, we built a custom WordPress web design to highlight and market it
to our client’s target audience.

To promote the application, we also designed a social media strategy and an automated email marketing
campaign. These efforts were aimed at triggering emails based on various actions to nurture them
through the sales funnel.

The Results

Our client was so impressed with our work, and as a result, they purchased the entire package we built.

RESULT:

Thus the case of Lead management by an insurance company is studied successfully.

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Ex No:5 IMPAC TS OF USING SOCIAL MEDIA FOR POLITICAL
Date: ADVERTISING

AIM:

To Discuss negative and positive impacts and ethical implications of using social media for
political advertising.

POSITIVE IMPACTS:

1. Reach and Engagement: Social media platforms allow political advertisers to reach a large audience
and engage with voters directly, potentially increasing voter turnout and engagement in the political
process.

2. Targeted Messaging: Social media platforms offer advanced targeting options, allowing advertisers
to tailor their messages to specific demographics, interests, and locations, which can help them reach
their target audience more effectively.

3. Cost-Effective: Compared to traditional media advertising, social media advertising can be more
cost-effective, especially for smaller campaigns or organizations with limited budgets.

4. Real-Time Feedback: Social media allows advertisers to receive real-time feedback on their ads,
allowing them to adjust their messaging and strategy quickly based on audience reactions.

5. Transparency and Accessibility: Social media platforms provide a level playing field for political
advertisers, allowing smaller campaigns or less well-funded organizations to compete with larger, more
established entities.

NEGATIVE & ETHICAL IMPLICATIONS:

1. Misinformation and Manipulation: There are concerns that political advertisers may use social media
to spread misinformation or manipulate public opinion, raising questions about the ethical implications
of such tactics.

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2. Privacy Concerns: Targeted advertising on social media raises privacy concerns, as advertisers may
collect and use personal data without individuals' consent.

3. Algorithmic Bias: Social media algorithms may inadvertently amplify certain viewpoints or exclude
others, leading to concerns about fairness and bias in political advertising.

4. Increased Polarization: Targeted political advertising can lead to greater polarization. Advertisers
can send highly tailored messages that reinforce existing beliefs and biases, potentially deepening
divisions within society.

5. Impact on Democracy: Some critics argue that the use of social media for political advertising can
have a negative impact on democracy by polarizing public discourse and undermining trust in
institutions.

6. Addiction and Mental Health: The intense nature of political ads on social media can contribute to
stress, anxiety, and division among users. The environment can be particularly aggressive during
election cycles, potentially deterring meaningful engagement.

Overall, while social media offers significant benefits for political advertising, it also raises important
ethical considerations that need to be addressed to ensure a fair and transparent political process.

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RESULT:

Thus the positive , Negative impacts and ethical implications of using social media platforms for
political advertising is studied successfully.

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Ex No:6 IMPACT OF PREDICTIVE ANALYTICS IN MARKETING
Date: AUTOMATION

AIM:
To discuss the impact of predictive analytics in Marketing Automation.

PREDICTIVE ANALYTICS:

Predictive analytics is the use of data to predict future trends and events. It uses historical data to
forecast potential scenarios that can help drive strategic decisions.

MARKETING AUTOMATION:

Marketing automation is software that handles routine marketing tasks without the need for human
action.

Predictive analytics is significantly impacting marketing automation by enhancing the effectiveness

and efficiency of marketing campaigns across various channels. It does so by employing data,
statistical algorithms, and machine learning techniques.

1. Enhanced Targeting and Personalization

Predictive analytics allows marketers to understand their customers more deeply by analyzing past
behavior and predicting future actions. This knowledge enables

• highly personalized marketing efforts

• tailoring messages
• offers
• content to individual needs and preferences.

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2. Improved Customer Segmentation

Rather than relying on broad demographic information, predictive analytics helps to segment customers
more accurately according to their behavior, purchasing patterns, and engagement levels.

3. Lead Scoring

Marketing automation systems can use predictive analytics to assign scores to leads based on their
likelihood to convert into customers. Such scoring helps prioritize leads, allowing sales teams to focus
their efforts where they are most likely to succeed.

4. Churn Prediction

Predictive analytics can forecast customer churn (Loss of customers) by identifying patterns in data
from customers who have previously churned.

5. Optimizing Marketing Channels and Budget Allocation

Predictive analytics helps determine which marketing channels are most effective for reaching specific
customer segments and achieving various business outcomes.

6. Content Optimization

By analyzing what types of content lead to the best engagement rates, predictive analytics can help
marketers create or modify content.

7. Product Recommendations

E-commerce and retail marketers use predictive analytics to power recommendation engines.

8. Timing Optimization

Predictive analytics can also forecast the best times to contact customers, increasing the likelihood that
marketing messages will be opened and read.

9. Forecasting and Scenario Planning

Marketing teams can use predictive analytics to forecast future trends and sales patterns, helping them
to plan campaigns and stock levels accordingly.

10. Dynamic Pricing

In some sectors, predictive analytics allows for dynamic pricing, which adjusts the price of products
based on demand, availability, customer profiles, and past purchasing behaviors. This can be
particularly powerful in travel, hospitality, and online retail.

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RESULT:

Thus the use of predictive analytics in the marketing automation is discussed in detail.

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