Digital Marketing - Summer Internship report 2019
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Oct 04, 2019
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About This Presentation
This is a summer internship report on DIGITAL MARKETING carried out at LEANPORT SOFTWARE PVT LTD for the duration of one and a half months.
Slide Content
SUMMER INTERNSHIP REPORT
ON
DIGITAL MARKETING PRACTICES
AT
LEANPORT SOFTWARE PVT LTD
Submitted in partial fulfillment of the requirement for the Award of degree of
Master of Business Administration
(Major in Marketing)
SUBMITTED BY:
SADIAH
E.NO:2018-502-092
(BATCH: 2018-2020)
DEPARTMENT OF MANAGEMENT
JAMIA HAMDARD UNIVERSITY
NEW DELHI, INDIA
FACULTY SUPERVISOR GENERAL SUPERVISOR
Mr.Kapil Matta Mohammad Asif
Asst Prof
1
ON
DIGITAL MARKETING PRACTICES
AT
LEANPORT SOFTWARE PVT LTD
Submitted in partial fulfillment of the requirement for the Award of degree of
Master of Business Administration
(Major in Marketing)
SUBMITTED BY:
SADIAH
E.NO:2018-502-092
(BATCH: 2018-2020)
DEPARTMENT OF MANAGEMENT
JAMIA HAMDARD UNIVERSITY
NEW DELHI, INDIA
FACULTY SUPERVISOR GENERAL SUPERVISOR
Mr.Kapil Matta Mohammad Asif
Asst Prof
1
DIGITAL MARKETING | LEANPORT | 2018-20
DECLARATION
I,Sadiah,herebydeclarethatthepresentedreportofinternshiptitled“DIGITALMARKETING
PRACTICES”of“LEANPORTSOFTWAREPRIVATELIMITED”isuniquelypreparedbyme
afterthecompletionofoneandahalfmonths’workatLEANPORTundertheguidanceof
Dr.Kapil Matta (Faculty Mentor) and is free from plagiarism.
Ialsoconfirmthatthereportisonlypreparedformyacademicrequirement,notforanyother
purpose. It might not be used with the interest of the opposite party of the corporation.
Sadiah
MBA General
Major in Marketing
LEANPORT | Page 02
DECLARATION
I,Sadiah,herebydeclarethatthepresentedreportofinternshiptitled“DIGITALMARKETING
PRACTICES”of“LEANPORTSOFTWAREPRIVATELIMITED”isuniquelypreparedbyme
afterthecompletionofoneandahalfmonths’workatLEANPORTundertheguidanceof
Dr.Kapil Matta (Faculty Mentor) and is free from plagiarism.
Ialsoconfirmthatthereportisonlypreparedformyacademicrequirement,notforanyother
purpose. It might not be used with the interest of the opposite party of the corporation.
Sadiah
MBA General
Major in Marketing
LEANPORT | Page 02
DIGITAL MARKETING | LEANPORT | 2018-20
CERTIFICATE FOR INTERNSHIP
ThisistocertifythatMissSadiah,StudentofMBA(MajorinMarketing-Summersemester),
JamiaHamdardUniversity,NewDelhi,hassuccessfullycompleted45daysinternshipProgram
(from 15th June 2019 to 5th August 2019) at Leanport Software Pvt Ltd.
Duringthisinternshipsheactivelymanagedvariousonlinemarketplacestoresfor
Temptinghome.comandpromotedLimofahr.comandTemptinghome.comoverdifferentsocial
channels working closely with the Digital Marketing and E-commerce Team.
Shedemonstratedgoodmarketingskillsandstrategywithself-motivatedattitudetolearnnew
things. She was found punctual, hardworking and inquisitive.
We wish her all the best for her future endeavors!
MOHAMMAD ASIF
(General Supervisor)
LEANPORT | Page 03
CERTIFICATE FOR INTERNSHIP
ThisistocertifythatMissSadiah,StudentofMBA(MajorinMarketing-Summersemester),
JamiaHamdardUniversity,NewDelhi,hassuccessfullycompleted45daysinternshipProgram
(from 15th June 2019 to 5th August 2019) at Leanport Software Pvt Ltd.
Duringthisinternshipsheactivelymanagedvariousonlinemarketplacestoresfor
Temptinghome.comandpromotedLimofahr.comandTemptinghome.comoverdifferentsocial
channels working closely with the Digital Marketing and E-commerce Team.
Shedemonstratedgoodmarketingskillsandstrategywithself-motivatedattitudetolearnnew
things. She was found punctual, hardworking and inquisitive.
We wish her all the best for her future endeavors!
MOHAMMAD ASIF
(General Supervisor)
LEANPORT | Page 03
DIGITAL MARKETING | LEANPORT | 2018-20
SUMMER INTERNSHIP DETAILS
STUDENT’S DETAILS
NAME: SADIAH
ENROLLMENT No: 2018-502-092
EMAIL ID: [email protected]
MOBILE No: 9560638628
COMPANY SUPERVISOR’S DETAILS
NAME: MOHAMMAD ASIF
COMPANY NAME: LEANPORT SOFTWARE PVT LTD.
ADDRESS: 2ND FLOOR,G-43,SECTOR-3 NOIDA-201301
EMAIL ID: [email protected]
MOBILE No: 991197748
LEANPORT | Page 04
SUMMER INTERNSHIP DETAILS
STUDENT’S DETAILS
NAME: SADIAH
ENROLLMENT No: 2018-502-092
EMAIL ID: [email protected]
MOBILE No: 9560638628
COMPANY SUPERVISOR’S DETAILS
NAME: MOHAMMAD ASIF
COMPANY NAME: LEANPORT SOFTWARE PVT LTD.
ADDRESS: 2ND FLOOR,G-43,SECTOR-3 NOIDA-201301
EMAIL ID: [email protected]
MOBILE No: 991197748
LEANPORT | Page 04
DIGITAL MARKETING | LEANPORT | 2018-20
ACKNOWLEDGEMENT
TheinternshipopportunityIhadwithLEANPORTwasagreatchanceforlearningand
professionaldevelopment.Therefore,IconsidermyselfasaveryluckyindividualasIwas
providedwithanopportunitytobeapartofit.Iamalsogratefulforhavingachancetomeetso
many wonderful people and professionals who led me through this internship period.
IamusingthisopportunitytoexpressmydeepestgratitudeandspecialthankstotheMDof
LeanportMr.Asifwhoinspiteofbeingextraordinarilybusywithhisduties,tooktimeoutto
hear,guideandkeepmeonthecorrectpathandallowingmetocarryoutmyprojectattheir
esteemed organization and extending during the internship.
IexpressmydeepestthankstoMr.Najme,BusinessDevelopmentExecutivefortakingpartin
usefuldecision&givingnecessaryadviceandguidanceandarrangedallfacilitiestomakelife
easier. I chose this moment to acknowledge his contribution gratefully.
Itismyradiantsentimenttoplaceonrecordmybestregards,deepestsenseofgratitudeto
Mr.Shams,ProjectCoordinator,Mr.Amit,SEOSpecialist,Mr.Shravan,Webdesignerfortheir
carefulandpreciousguidancewhichwereextremelyvaluableformystudyboththeoretically
and practically.
Iperceiveasthisopportunityasabigmilestoneinmycareerdevelopment.Iwillstrivetouse
gainedskillsandknowledgeinthebestpossibleway,andIwillcontinuetoworkontheir
improvement,inordertoattaindesiredcareerobjectives.Hopetocontinuecooperationwithall
of you in the future,
Sincerely,
Sadiah
LEANPORT | Page 05
ACKNOWLEDGEMENT
TheinternshipopportunityIhadwithLEANPORTwasagreatchanceforlearningand
professionaldevelopment.Therefore,IconsidermyselfasaveryluckyindividualasIwas
providedwithanopportunitytobeapartofit.Iamalsogratefulforhavingachancetomeetso
many wonderful people and professionals who led me through this internship period.
IamusingthisopportunitytoexpressmydeepestgratitudeandspecialthankstotheMDof
LeanportMr.Asifwhoinspiteofbeingextraordinarilybusywithhisduties,tooktimeoutto
hear,guideandkeepmeonthecorrectpathandallowingmetocarryoutmyprojectattheir
esteemed organization and extending during the internship.
IexpressmydeepestthankstoMr.Najme,BusinessDevelopmentExecutivefortakingpartin
usefuldecision&givingnecessaryadviceandguidanceandarrangedallfacilitiestomakelife
easier. I chose this moment to acknowledge his contribution gratefully.
Itismyradiantsentimenttoplaceonrecordmybestregards,deepestsenseofgratitudeto
Mr.Shams,ProjectCoordinator,Mr.Amit,SEOSpecialist,Mr.Shravan,Webdesignerfortheir
carefulandpreciousguidancewhichwereextremelyvaluableformystudyboththeoretically
and practically.
Iperceiveasthisopportunityasabigmilestoneinmycareerdevelopment.Iwillstrivetouse
gainedskillsandknowledgeinthebestpossibleway,andIwillcontinuetoworkontheir
improvement,inordertoattaindesiredcareerobjectives.Hopetocontinuecooperationwithall
of you in the future,
Sincerely,
Sadiah
LEANPORT | Page 05
DIGITAL MARKETING | LEANPORT | 2018-20
EXECUTIVE SUMMARY
IremembermyinterviewwiththeFounderofmycompanyatLeanportSoftwarePvtLtd.He
waslookingforapersonwhoisoutgoingandhascurrentupdatesaboutthedigitalworld.I
realisedthisduringthefirstfewminutesoftheinterview.AsIgotselectedIrealisedthiswasa
crucial phase of my life.
I was a part of Digital Marketing Team at Leanport.
FirstphaseofmyinternshipwasaboutgettingfamiliarwiththeProducts&Servicesofferedby
LeanportaswellastheEnvironment(People&Processes)atLeanport.Afterafewdays,Iwas
putintoateamwhichwaslookingaftertheMarketingofTemptingHomewhichisan
e-commercewebsiteforhomedecoratingproducts.IworkedontheSocialMediaMarketingof
Tempting Home for 3 weeks.
PhaseTwostartedinFourthweekonwardsIstartedmyworkingwiththeSEOTeam.Itwasa
verydynamicprofileandvarioustaskswerealreadyplannedformebyMr.AmitSingh,these
includedwritingproductpagesandblogs,whichgavemetheopportunitytolearncontent
writing.Schedulingsocialmediapostsandupdates,wasdailyactivityforkeepingthecustomers
engagedwiththeproducts.Ialsolookedaftertheinventorymanagementandproductlistingof
Tempting homes’s product on Amazon through Amazon Seller Central.
PhaseThreestartedin6thweekwhereIstartedhandlingthesocialmediaaccountsofLimofahr,
whichisanonlinetaxibookingserviceprovider,fromanotherclientandcreatedgoogleads
usingadwords.TheSpecialofferscampaignandsubmissionofcoupons,attractsnewcustomers
to buy products.
DigitalMarketingisaboutcombinationofvariousthings–valueofcontentismostimportantas
thepeoplewhoaresearchingonlinehavetobeprovidedwithinformationwhichisrelevant&
they can use. If one succeeds in doing this rest of the sales follows.
LEANPORT | Page 06
EXECUTIVE SUMMARY
IremembermyinterviewwiththeFounderofmycompanyatLeanportSoftwarePvtLtd.He
waslookingforapersonwhoisoutgoingandhascurrentupdatesaboutthedigitalworld.I
realisedthisduringthefirstfewminutesoftheinterview.AsIgotselectedIrealisedthiswasa
crucial phase of my life.
I was a part of Digital Marketing Team at Leanport.
FirstphaseofmyinternshipwasaboutgettingfamiliarwiththeProducts&Servicesofferedby
LeanportaswellastheEnvironment(People&Processes)atLeanport.Afterafewdays,Iwas
putintoateamwhichwaslookingaftertheMarketingofTemptingHomewhichisan
e-commercewebsiteforhomedecoratingproducts.IworkedontheSocialMediaMarketingof
Tempting Home for 3 weeks.
PhaseTwostartedinFourthweekonwardsIstartedmyworkingwiththeSEOTeam.Itwasa
verydynamicprofileandvarioustaskswerealreadyplannedformebyMr.AmitSingh,these
includedwritingproductpagesandblogs,whichgavemetheopportunitytolearncontent
writing.Schedulingsocialmediapostsandupdates,wasdailyactivityforkeepingthecustomers
engagedwiththeproducts.Ialsolookedaftertheinventorymanagementandproductlistingof
Tempting homes’s product on Amazon through Amazon Seller Central.
PhaseThreestartedin6thweekwhereIstartedhandlingthesocialmediaaccountsofLimofahr,
whichisanonlinetaxibookingserviceprovider,fromanotherclientandcreatedgoogleads
usingadwords.TheSpecialofferscampaignandsubmissionofcoupons,attractsnewcustomers
to buy products.
DigitalMarketingisaboutcombinationofvariousthings–valueofcontentismostimportantas
thepeoplewhoaresearchingonlinehavetobeprovidedwithinformationwhichisrelevant&
they can use. If one succeeds in doing this rest of the sales follows.
LEANPORT | Page 06
DIGITAL MARKETING | LEANPORT | 2018-20
Inthelastphaseofinternship,Iwasabletoincreasemorevisitorstoourblogsandwebsites.
ThiswasagreatachievementformebecausedigitalmarketingismeasuredbyTrafficwhichis
generatedbytheMarketers.ItwasaveryexcitingjourneyofsevenweeksinLeanportwhereI
gotampleopportunitiestolearnandapplymyknowledgewhichIgotinJamiaHamdard.It
helpedmealottocontributetothegrowthofbusiness.Alsoalongwithcorelearningregarding
marketingandonlineB2Cscenario,thisinternshipimprovedmywritingskills;creativeabilities
andinterviewingskillsandresultthatIwasabletodeliverwasindeedaconfidenceboosterfor
me.
LEANPORT | Page 07
Inthelastphaseofinternship,Iwasabletoincreasemorevisitorstoourblogsandwebsites.
ThiswasagreatachievementformebecausedigitalmarketingismeasuredbyTrafficwhichis
generatedbytheMarketers.ItwasaveryexcitingjourneyofsevenweeksinLeanportwhereI
gotampleopportunitiestolearnandapplymyknowledgewhichIgotinJamiaHamdard.It
helpedmealottocontributetothegrowthofbusiness.Alsoalongwithcorelearningregarding
marketingandonlineB2Cscenario,thisinternshipimprovedmywritingskills;creativeabilities
andinterviewingskillsandresultthatIwasabletodeliverwasindeedaconfidenceboosterfor
me.
LEANPORT | Page 07
DIGITAL MARKETING | LEANPORT | 2018-20
TABLE OF CONTENTS
Sr No Description Page No
DECLARATION 2
CERTIFICATE 3
SUMMER INTERNSHIP DETAILS 4
ACKNOWLEDGEMENT 6
EXECUTIVE SUMMARY 7-8
1. INTRODUCTION 9
1.1 COMPANY PROFILE 9-12
1.2 DEPARTMENT PROFILE 13-19
2. WORK PROFILE 20
2.1 TEMPTINGHOME 21
2.2 ROLES AND RESPONSIBILITIES IN TEMPTING HOME 21-32
2.3 LIMOFAHR 33
2.4 ROLES AND RESPONSIBILITIES IN LIMOFAHR 34-37
3. RELEVANCE OF WORK DONE TO MANAGEMENT 38-40
3.1 IMPACT OF WORK DONE ON THE ORGANIZATION 41-43
4. KEY LEARNINGS 44
5. CHALLENGES FACED 45
6. RECOMMENDATIONS FOR THE DEPARTMENT 46
7. CONCLUSION 47
8. BIBLIOGRAPHY 48
LEANPORT | Page 08
TABLE OF CONTENTS
Sr No Description Page No
DECLARATION 2
CERTIFICATE 3
SUMMER INTERNSHIP DETAILS 4
ACKNOWLEDGEMENT 6
EXECUTIVE SUMMARY 7-8
1. INTRODUCTION 9
1.1 COMPANY PROFILE 9-12
1.2 DEPARTMENT PROFILE 13-19
2. WORK PROFILE 20
2.1 TEMPTINGHOME 21
2.2 ROLES AND RESPONSIBILITIES IN TEMPTING HOME 21-32
2.3 LIMOFAHR 33
2.4 ROLES AND RESPONSIBILITIES IN LIMOFAHR 34-37
3. RELEVANCE OF WORK DONE TO MANAGEMENT 38-40
3.1 IMPACT OF WORK DONE ON THE ORGANIZATION 41-43
4. KEY LEARNINGS 44
5. CHALLENGES FACED 45
6. RECOMMENDATIONS FOR THE DEPARTMENT 46
7. CONCLUSION 47
8. BIBLIOGRAPHY 48
LEANPORT | Page 08
DIGITAL MARKETING | LEANPORT | 2018-20
1.INTRODUCTION
1.1COMPANY PROFILE
LeanPortispopularlyknownforefficaciousdigitalmarketingservices,besteCommercedesign
&developmentservices,andforethic-ledSEOservices.Establishedin2011,Leanporta
completewebsolutionproviderthatconsult,planandimplementyourentirewebpromotion
strategy.Fromdevelopingamodernwebsiteforyourbusinesstoredesigningyouroldwebsite,
fromSocialMediaMarketingtoSearchEngineOptimization,weareheretostrengthenyour
online footprint.
BeingoneofthebestSEOcompaniesinIndia,weunderstandtheimportanceofyourbusiness
and help you achieve your dream ranking in least possible time.
LeanPortisone-stop-web-solution.Webelieveindesigninganddevelopingsiteswithatouchof
creativityandinnovationthatreflectstheimaginationofourclientstomaketheirbusinesssoar.
Weareknownintheindustryforprovidingcompletewebsolutionsthatincludeswebsite
designing,websitedevelopment,mobileapplicationdevelopment,customappdevelopment,
online marketing (SEO, SMO, Online Campaigns, etc.), eCommerce solutions, ERP, etc.
Leanport’s Mission:
OneofthemainmantrasthatLeanPortpassionatelyfollowis“DesignandDevelopbestsiteswithinnovative
products and creative ideas to make our client’s business soar”.
LEANPORT | Page 09
1.INTRODUCTION
1.1COMPANY PROFILE
LeanPortispopularlyknownforefficaciousdigitalmarketingservices,besteCommercedesign
&developmentservices,andforethic-ledSEOservices.Establishedin2011,Leanporta
completewebsolutionproviderthatconsult,planandimplementyourentirewebpromotion
strategy.Fromdevelopingamodernwebsiteforyourbusinesstoredesigningyouroldwebsite,
fromSocialMediaMarketingtoSearchEngineOptimization,weareheretostrengthenyour
online footprint.
BeingoneofthebestSEOcompaniesinIndia,weunderstandtheimportanceofyourbusiness
and help you achieve your dream ranking in least possible time.
LeanPortisone-stop-web-solution.Webelieveindesigninganddevelopingsiteswithatouchof
creativityandinnovationthatreflectstheimaginationofourclientstomaketheirbusinesssoar.
Weareknownintheindustryforprovidingcompletewebsolutionsthatincludeswebsite
designing,websitedevelopment,mobileapplicationdevelopment,customappdevelopment,
online marketing (SEO, SMO, Online Campaigns, etc.), eCommerce solutions, ERP, etc.
Leanport’s Mission:
OneofthemainmantrasthatLeanPortpassionatelyfollowis“DesignandDevelopbestsiteswithinnovative
products and creative ideas to make our client’s business soar”.
LEANPORT | Page 09
DIGITAL MARKETING | LEANPORT | 2018-20
Leanport’s Vision:
“BeingProcess-Driven,Growth-Oriented,andClient-Centricorganizationtoprovideinnovativeweb
solutions and end-to-end service support to our Clients Globally” is the vision of LeanPort.
Product mix
We Provide a Range of Services Adapted to your Needs:
●E-commerceDesigning,Development&Marketing:FromStrategytoSale,leanportbuildBusinesses,
notjustwebsites.TheydevelopastonishingeCommercewebsitesforyourbusinessthatworks,actually
LEANPORT | Page 010
Leanport’s Vision:
“BeingProcess-Driven,Growth-Oriented,andClient-Centricorganizationtoprovideinnovativeweb
solutions and end-to-end service support to our Clients Globally” is the vision of LeanPort.
Product mix
We Provide a Range of Services Adapted to your Needs:
●E-commerceDesigning,Development&Marketing:FromStrategytoSale,leanportbuildBusinesses,
notjustwebsites.TheydevelopastonishingeCommercewebsitesforyourbusinessthatworks,actually
LEANPORT | Page 010
DIGITAL MARKETING | LEANPORT | 2018-20
works.TheyareproficientinWordPress,Magento,Drupal,Joomla,OpenCart,ThemeBased
development and Customized websites.
●WebsiteDesigningandDevelopment:Interactive&beautifulwebsitesareoneofthebestwaystoattract
andengagecustomersintoday’scompetitiveworld.Wedesignwebsitesthatwillmakeyoustandout
from the crowd.
●DigitalMarketing:AsatopSEOCompanyIndia,ourmarketingservicestransformideas,values,and
visionintoprofessionalmarketingsolutionstocommunicateandreachyourstrategicgoals.Weare
proficientinPerformanceBasedSEO,SocialMediaMarketing,All-in-oneSEO,LocationBased
Marketing, SMO, and PPC.
●MobileApplicationDevelopment:Expandboundariesofyourbrandviaourcost-effectivemobile
applicationdevelopmentservicetogetapplicationsversionofyoursiteforvariousplatforms.We
develop applications for iOS, Android, and Windows.
LEANPORT | Page 011
works.TheyareproficientinWordPress,Magento,Drupal,Joomla,OpenCart,ThemeBased
development and Customized websites.
●WebsiteDesigningandDevelopment:Interactive&beautifulwebsitesareoneofthebestwaystoattract
andengagecustomersintoday’scompetitiveworld.Wedesignwebsitesthatwillmakeyoustandout
from the crowd.
●DigitalMarketing:AsatopSEOCompanyIndia,ourmarketingservicestransformideas,values,and
visionintoprofessionalmarketingsolutionstocommunicateandreachyourstrategicgoals.Weare
proficientinPerformanceBasedSEO,SocialMediaMarketing,All-in-oneSEO,LocationBased
Marketing, SMO, and PPC.
●MobileApplicationDevelopment:Expandboundariesofyourbrandviaourcost-effectivemobile
applicationdevelopmentservicetogetapplicationsversionofyoursiteforvariousplatforms.We
develop applications for iOS, Android, and Windows.
LEANPORT | Page 011
DIGITAL MARKETING | LEANPORT | 2018-20
COMPANY STRUCTURE
1.2 DEPARTMENT PROFILE
TheMarketingdepartmentisledbyMr.MaheshKumar,DigitalMarketingConsultantat
LeanportSoftwarepvt.ltd.Thedepartmentisfurtherdividedinto3majorbranchesunder
differentteamleaders.SEO,SMM,andonlinemarketplacemanagementdepartmentisledby
Mr.AmitSingh,Mr.NajmeSuhail,andMr.ShamsFaisalrespectively.Theylookaftertheteam
ofexecutivesof5-6peopleworkingundereachteam.Theseexecutivesworkondifferentdigital
marketing channels under the guidance of their team leaders.
All marketing channels used by the company are explained in the next page.
DEPARTMENT STRUCTURE
LEANPORT | Page 012
COMPANY STRUCTURE
1.2 DEPARTMENT PROFILE
TheMarketingdepartmentisledbyMr.MaheshKumar,DigitalMarketingConsultantat
LeanportSoftwarepvt.ltd.Thedepartmentisfurtherdividedinto3majorbranchesunder
differentteamleaders.SEO,SMM,andonlinemarketplacemanagementdepartmentisledby
Mr.AmitSingh,Mr.NajmeSuhail,andMr.ShamsFaisalrespectively.Theylookaftertheteam
ofexecutivesof5-6peopleworkingundereachteam.Theseexecutivesworkondifferentdigital
marketing channels under the guidance of their team leaders.
All marketing channels used by the company are explained in the next page.
DEPARTMENT STRUCTURE
LEANPORT | Page 012
DIGITAL MARKETING | LEANPORT | 2018-20
Digital Marketing
DigitalMarketing(alsoOnlineMarketing,InternetMarketingorWebMarketing)isacollective
nameformarketingactivitycarriedoutonline,asopposedtotraditionalmarketingthroughprint
media,livepromotions,tvandradioadvertisement.TherapidgrowthofDigitalMarketing
IndustryisadirectconsequenceoftheglobalphenomenonthatistheInternet,andeffectiveness
ofDigitalMarketingchannelsingeneratingrevenueandawareness.Comparedtotraditional
methodsofadvertising,DigitalMarketingoffersratherrealisticcosts(particularlyimportantfor
small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.
LEANPORT | Page 013
Digital Marketing
DigitalMarketing(alsoOnlineMarketing,InternetMarketingorWebMarketing)isacollective
nameformarketingactivitycarriedoutonline,asopposedtotraditionalmarketingthroughprint
media,livepromotions,tvandradioadvertisement.TherapidgrowthofDigitalMarketing
IndustryisadirectconsequenceoftheglobalphenomenonthatistheInternet,andeffectiveness
ofDigitalMarketingchannelsingeneratingrevenueandawareness.Comparedtotraditional
methodsofadvertising,DigitalMarketingoffersratherrealisticcosts(particularlyimportantfor
small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.
LEANPORT | Page 013
DIGITAL MARKETING | LEANPORT | 2018-20
DIGITAL MARKETING CHANNELS
1. SEO (Search Engine Optimization)
Searchengineoptimization(SEO)istheprocessofaffectingthevisibilityofawebsiteoraweb
pageinasearchengine's"natural"orunpaid("organic")searchresults.SEOmaytargetdifferent
kindsofsearch,includingimagesearch,localsearch,videosearch,academicsearch,[1]news
searchandindustry-specificverticalsearchengines.AsanInternetmarketingstrategy,SEO
considershowsearchengineswork,whatpeoplesearchfor,theactualsearchtermsorkeywords
typedintosearchenginesandwhichsearchenginesarepreferredbytheirtargetedaudience.
Optimizingawebsitemayinvolveeditingitscontent,HTMLandassociatedcodingtoboth
increaseitsrelevancetospecifickeywordsandtoremovebarrierstotheindexingactivitiesof
searchengines.Promotingasitetoincreasethenumberofbacklinks,orinboundlinks,social
bookmarking, directory submission is another SEO tactic. SEO OR ORGANIC.
2. SEM (Search EngineMarketing)
Searchenginemarketing(SEM)isaformofInternetmarketingthatinvolvesthepromotionof
websitesbyincreasingtheirvisibilityinsearchengineresultspages(SERPs)through
optimizationandadvertising.SEMmayusesearchengineoptimization(SEO),whichadjustsor
rewriteswebsitecontenttoachieveahigherrankinginsearchengineresultspages,orusepay
per click listings. SEM/PAID ADS SEM/PAID ADS.
LEANPORT | Page 014
DIGITAL MARKETING CHANNELS
1. SEO (Search Engine Optimization)
Searchengineoptimization(SEO)istheprocessofaffectingthevisibilityofawebsiteoraweb
pageinasearchengine's"natural"orunpaid("organic")searchresults.SEOmaytargetdifferent
kindsofsearch,includingimagesearch,localsearch,videosearch,academicsearch,[1]news
searchandindustry-specificverticalsearchengines.AsanInternetmarketingstrategy,SEO
considershowsearchengineswork,whatpeoplesearchfor,theactualsearchtermsorkeywords
typedintosearchenginesandwhichsearchenginesarepreferredbytheirtargetedaudience.
Optimizingawebsitemayinvolveeditingitscontent,HTMLandassociatedcodingtoboth
increaseitsrelevancetospecifickeywordsandtoremovebarrierstotheindexingactivitiesof
searchengines.Promotingasitetoincreasethenumberofbacklinks,orinboundlinks,social
bookmarking, directory submission is another SEO tactic. SEO OR ORGANIC.
2. SEM (Search EngineMarketing)
Searchenginemarketing(SEM)isaformofInternetmarketingthatinvolvesthepromotionof
websitesbyincreasingtheirvisibilityinsearchengineresultspages(SERPs)through
optimizationandadvertising.SEMmayusesearchengineoptimization(SEO),whichadjustsor
rewriteswebsitecontenttoachieveahigherrankinginsearchengineresultspages,orusepay
per click listings. SEM/PAID ADS SEM/PAID ADS.
LEANPORT | Page 014
DIGITAL MARKETING | LEANPORT | 2018-20
3. SMM (Social Media Marketing)
Socialmediamarketingistheprocessofgainingwebsitetrafficorattentionthroughsocialmediasites.
Socialmediamarketingprogramsusuallycenteroneffortstocreatecontentthatattractsattentionand
encouragesreaderstoshareitacrosstheirsocialnetworks.Theresultingelectronicwordofmouth
(eWoM)referstoanystatementconsumersshareviatheInternet(e.g.,websites,socialnetworks,instant
messages,newsfeeds)aboutanevent,product,service,brandorcompany.Whentheunderlyingmessage
spreadsfromusertouserandpresumablyresonatesbecauseitappearstocomefromatrusted,third-party
source,asopposedtothebrandorcompanyitself,thisformofmarketingresultsinearnedmediarather
thanpaidmedia.EngagementInthecontextofthesocialweb,engagementmeansthatcustomersand
stakeholdersareparticipantsratherthanviewers.Socialmediainbusinessallowsanyoneandeveryoneto
expressandshareanopinionoranideasomewherealongthebusiness’spathtomarket.Each
participatingcustomerbecomespartofthemarketingdepartment,asothercustomersreadtheircomments
or reviews. The engagement process is then fundamental to successful social media marketing.
LEANPORT | Page 015
3. SMM (Social Media Marketing)
Socialmediamarketingistheprocessofgainingwebsitetrafficorattentionthroughsocialmediasites.
Socialmediamarketingprogramsusuallycenteroneffortstocreatecontentthatattractsattentionand
encouragesreaderstoshareitacrosstheirsocialnetworks.Theresultingelectronicwordofmouth
(eWoM)referstoanystatementconsumersshareviatheInternet(e.g.,websites,socialnetworks,instant
messages,newsfeeds)aboutanevent,product,service,brandorcompany.Whentheunderlyingmessage
spreadsfromusertouserandpresumablyresonatesbecauseitappearstocomefromatrusted,third-party
source,asopposedtothebrandorcompanyitself,thisformofmarketingresultsinearnedmediarather
thanpaidmedia.EngagementInthecontextofthesocialweb,engagementmeansthatcustomersand
stakeholdersareparticipantsratherthanviewers.Socialmediainbusinessallowsanyoneandeveryoneto
expressandshareanopinionoranideasomewherealongthebusiness’spathtomarket.Each
participatingcustomerbecomespartofthemarketingdepartment,asothercustomersreadtheircomments
or reviews. The engagement process is then fundamental to successful social media marketing.
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DIGITAL MARKETING | LEANPORT | 2018-20
FacebookMarketing:Facebookistheworld'smostpopularsocialnetworkforbothbusinessesand
individuals.Withoveronebillionusers,yourfriendsandfansarelikelyalreadyusingtheplatform--and
youshouldbetoo!Infact,peopleare51%morelikelytomakeapurchaseafter"liking"abrandon
Facebook.Facebookmarketingrequiresagoodintellectsanduniquethinkingtomakethecampaign
effective.Sowhatwehavetoday!!!!Infacebookmarketinginfactinvisual/webmarketingyourcontent
speaksaloudthatiswhymakesureyourcontentshouldberelevanttoyouraudienceandbusiness.
Thumbrules:Emphasizeonvisualization.Richvisualsmakethebestcontentandthebesttimelines.
‘Highlight’poststogivethemthefullwidthoftheFacebookcontainer.Tomakeitmoreattractive‘PIN’
posts,thesepostsstayatthetopofthefeedpromotingposts.EnsureFBappshaverelevantinfo,your
audienceislookingforAnalyzewhatworks,andwhatdoesn’twork:FacebookInsight.EdgeRank.
Social bakers
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FacebookMarketing:Facebookistheworld'smostpopularsocialnetworkforbothbusinessesand
individuals.Withoveronebillionusers,yourfriendsandfansarelikelyalreadyusingtheplatform--and
youshouldbetoo!Infact,peopleare51%morelikelytomakeapurchaseafter"liking"abrandon
Facebook.Facebookmarketingrequiresagoodintellectsanduniquethinkingtomakethecampaign
effective.Sowhatwehavetoday!!!!Infacebookmarketinginfactinvisual/webmarketingyourcontent
speaksaloudthatiswhymakesureyourcontentshouldberelevanttoyouraudienceandbusiness.
Thumbrules:Emphasizeonvisualization.Richvisualsmakethebestcontentandthebesttimelines.
‘Highlight’poststogivethemthefullwidthoftheFacebookcontainer.Tomakeitmoreattractive‘PIN’
posts,thesepostsstayatthetopofthefeedpromotingposts.EnsureFBappshaverelevantinfo,your
audienceislookingforAnalyzewhatworks,andwhatdoesn’twork:FacebookInsight.EdgeRank.
Social bakers
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DIGITAL MARKETING | LEANPORT | 2018-20
Twittermarketing(Agameof140characters)Twitter’sflexible,real-timeplatformallowsyoutoget
creativeanddriveresultsatthesametime.Whetheryou’relookingtodrivesales,increasebrand
awarenessorlaunchaproduct.Twittermarketingisnotmuchmorepopularthanfacebookbutstillithas
animpactonaudienceSowhatwehavetoday!!!Theveryfirstthingontwittermarketingyouneedto
understandandlearnthetwitterterminologieswell.1.HASHTAGAhashtagisanywordbeginningwith
the#sign.Peopleusehashtagstoorganizeconversationsaroundaspecifictopic.Clickingonahashtag
takesyoutosearchresultsforthatterm.2.MENTIONSometimesyouwanttobringaTweetto
someone’sattention,butyoustillwantallofyourfollowerstoseethemessage.Soinsteadofareply,use
amention.Includethe@usernameofwhomeveryouwanttomentioninyourTweet,anditwillappearin
theMentionssection(intheConnecttab).All@usernamementionsareclickableandlinkbacktothe
mentionedindividual’sprofile.Postswithimageshavedoubletheengagementofthosewithouteventhough
users can’t see them until they click on them. It creates an interest among the audience.
PinterestItisavisualdiscoverysocialnetwork.Itisawayofsharingimagesofanything,fromfashiontopets
topotplants.Youcancreateyourownonlinepinboardstosuitanythemeandshareitwithlikeminded
people.Pinterestcompletelyrevolvesaroundthepremiseofbeingcreativeandvisual.70%usersarefemale
andagedbetween25and44.Soifyouaretargetingwomenpinterestistherightplatform.Pinterestisnowone
ofthetop10socialnetworkingsitestrackedbyHitwise.HowbrandscanusepinterestPinterestdoesnot
encourageproductpushing,thismeansbrandsmustlookatcratingboardsthatarecultureandlifestyle
related. You can create boards on trends, behind the scenes, preliminary sketches for products etc.
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Twittermarketing(Agameof140characters)Twitter’sflexible,real-timeplatformallowsyoutoget
creativeanddriveresultsatthesametime.Whetheryou’relookingtodrivesales,increasebrand
awarenessorlaunchaproduct.Twittermarketingisnotmuchmorepopularthanfacebookbutstillithas
animpactonaudienceSowhatwehavetoday!!!Theveryfirstthingontwittermarketingyouneedto
understandandlearnthetwitterterminologieswell.1.HASHTAGAhashtagisanywordbeginningwith
the#sign.Peopleusehashtagstoorganizeconversationsaroundaspecifictopic.Clickingonahashtag
takesyoutosearchresultsforthatterm.2.MENTIONSometimesyouwanttobringaTweetto
someone’sattention,butyoustillwantallofyourfollowerstoseethemessage.Soinsteadofareply,use
amention.Includethe@usernameofwhomeveryouwanttomentioninyourTweet,anditwillappearin
theMentionssection(intheConnecttab).All@usernamementionsareclickableandlinkbacktothe
mentionedindividual’sprofile.Postswithimageshavedoubletheengagementofthosewithouteventhough
users can’t see them until they click on them. It creates an interest among the audience.
PinterestItisavisualdiscoverysocialnetwork.Itisawayofsharingimagesofanything,fromfashiontopets
topotplants.Youcancreateyourownonlinepinboardstosuitanythemeandshareitwithlikeminded
people.Pinterestcompletelyrevolvesaroundthepremiseofbeingcreativeandvisual.70%usersarefemale
andagedbetween25and44.Soifyouaretargetingwomenpinterestistherightplatform.Pinterestisnowone
ofthetop10socialnetworkingsitestrackedbyHitwise.HowbrandscanusepinterestPinterestdoesnot
encourageproductpushing,thismeansbrandsmustlookatcratingboardsthatarecultureandlifestyle
related. You can create boards on trends, behind the scenes, preliminary sketches for products etc.
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DIGITAL MARKETING | LEANPORT | 2018-20
Instagram,thenewrevolutionaryphoto-sharingprogram,makingiteasierthanevertoshareyourbest
pictureswiththeworld.Thesocialmediaprogramallowsyoutoupload,adddigitalfilters,andthenpost
yourpicturesonyourInstagram-feed,aswellasothersocialnetworkingsites.Youcanconnectyour
InstagramaccountwithFacebook,Twitter,Tumblr,Flickr,Foursquareandyouremailaccount.This
makesiteasytoshareyourpicturesonmultipleplatformsallatonce.
E-commerce Marketing - Amazon
Ecommercemarketingisthemethodofmakingsalesbycreatingandincreasingawarenessabout
anonlinestore'sproductofferingsandbrand.Theonlinemarketisabusyplace,anditis
ever-growinginpopularity.Ecommercemarketingisagreatwayforstoresand
organizationstotapintothatgrowingpower,creatingadvertisementsthatguide
consumers to an ecommerce website.
AmazonisanAmericanmultinationaltechnologycompanybasedinSeattle,
Washington,thatfocusesone-commerce,cloudcomputing,digitalstreaming,and
artificialintelligence.ItisconsideredoneoftheBigFourtechnologycompaniesalong
withGoogle,Apple,andFacebook.isoneofthemostpopularonlinemarketplacesusedby
bothindividualaswellasbusinesses,andthesiteisavailableinmanydifferentcountriesand
languages.TheAmazonMarketplaceisoneofthemostwell-knownmarketingchannels
foronlineretailers.TosellthingsonAmazonMarketplace,sellersarerequiredtosetup
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Instagram,thenewrevolutionaryphoto-sharingprogram,makingiteasierthanevertoshareyourbest
pictureswiththeworld.Thesocialmediaprogramallowsyoutoupload,adddigitalfilters,andthenpost
yourpicturesonyourInstagram-feed,aswellasothersocialnetworkingsites.Youcanconnectyour
InstagramaccountwithFacebook,Twitter,Tumblr,Flickr,Foursquareandyouremailaccount.This
makesiteasytoshareyourpicturesonmultipleplatformsallatonce.
E-commerce Marketing - Amazon
Ecommercemarketingisthemethodofmakingsalesbycreatingandincreasingawarenessabout
anonlinestore'sproductofferingsandbrand.Theonlinemarketisabusyplace,anditis
ever-growinginpopularity.Ecommercemarketingisagreatwayforstoresand
organizationstotapintothatgrowingpower,creatingadvertisementsthatguide
consumers to an ecommerce website.
AmazonisanAmericanmultinationaltechnologycompanybasedinSeattle,
Washington,thatfocusesone-commerce,cloudcomputing,digitalstreaming,and
artificialintelligence.ItisconsideredoneoftheBigFourtechnologycompaniesalong
withGoogle,Apple,andFacebook.isoneofthemostpopularonlinemarketplacesusedby
bothindividualaswellasbusinesses,andthesiteisavailableinmanydifferentcountriesand
languages.TheAmazonMarketplaceisoneofthemostwell-knownmarketingchannels
foronlineretailers.TosellthingsonAmazonMarketplace,sellersarerequiredtosetup
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DIGITAL MARKETING | LEANPORT | 2018-20
anaccount,andsendAmazonaproductfeed.Asseenintheexamplebelow,Marketplace
listings are the seller results that appear when a query is typed into the search box.
TheAmazonMarketplaceprogramdoesnotlinkshopperstoamerchant’ssite,asalltransactions
are performed on Amazon.com.
Amazonoffersanumberofwaysthroughwhichonlineretailerscansellinventory,butchoosing
which program to use to sell on Amazon can be a challenge.
AMAZON ADS
AmazonSponsoredProductshasbeenanAmazonadoptionwhichboostsvisibilityonthe
Amazonmarketplacesince2012,AmazonSponsoredProductselevatesMarketplaceseller
productsthatareBuyBoxeligibleonsearchandproductpageswithanadditionalcostperclick
fee.
AmazonSponsoredProductshighlightsproductadsforAmazonBuyBoxeligibleproducts
on Amazon search
AmazonSponsoredProductsadplacementsonareonlyavailableforproductswhicharewinning
the Buy Box– and lead directly to the product detail page where your product is featured.
FrequentlycomparedtoGoogleAdWordsadsforitskeywordadpopulation,Sponsored
Productspopulateonsearchandproductpagesbasedonsellerdeterminedkeywordsandmax
bid per click metrics.Amazon uses keywords, bids and search relevancy to display ads.
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anaccount,andsendAmazonaproductfeed.Asseenintheexamplebelow,Marketplace
listings are the seller results that appear when a query is typed into the search box.
TheAmazonMarketplaceprogramdoesnotlinkshopperstoamerchant’ssite,asalltransactions
are performed on Amazon.com.
Amazonoffersanumberofwaysthroughwhichonlineretailerscansellinventory,butchoosing
which program to use to sell on Amazon can be a challenge.
AMAZON ADS
AmazonSponsoredProductshasbeenanAmazonadoptionwhichboostsvisibilityonthe
Amazonmarketplacesince2012,AmazonSponsoredProductselevatesMarketplaceseller
productsthatareBuyBoxeligibleonsearchandproductpageswithanadditionalcostperclick
fee.
AmazonSponsoredProductshighlightsproductadsforAmazonBuyBoxeligibleproducts
on Amazon search
AmazonSponsoredProductsadplacementsonareonlyavailableforproductswhicharewinning
the Buy Box– and lead directly to the product detail page where your product is featured.
FrequentlycomparedtoGoogleAdWordsadsforitskeywordadpopulation,Sponsored
Productspopulateonsearchandproductpagesbasedonsellerdeterminedkeywordsandmax
bid per click metrics.Amazon uses keywords, bids and search relevancy to display ads.
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DIGITAL MARKETING | LEANPORT | 2018-20
2.WORK PROFILE
Iwasworkingwiththeteamofexecutivesguidedbytheteamleaderofonebranchatonetime
whereIhadtolookaftermarketingandpromotionalactivitiesoftwodifferentclients
(Temptinghome.comandlimofahr.com)onvariousdigitalplatformsworkingcloselywiththe
SEO team, Social Media Marketing Team and the E-commerce team .
NOTE: I cannot disclose the name of the clients as per the company policy.
CLIENTS’ OVERVIEW
2.1 TEMPTING HOME
Tempting Home is an E-commerce website that offers some of the most graceful, unique and
innovative décor articles and other accessories that blend with magic to give charm and appeal to your
house by facilitating you a hassle-free and comfortable walk through to their portal to pick the item of
your choice.
Given below is a picture of how the wordpress based website www.temptinghome.com looks like.
LEANPORT | Page 020
2.WORK PROFILE
Iwasworkingwiththeteamofexecutivesguidedbytheteamleaderofonebranchatonetime
whereIhadtolookaftermarketingandpromotionalactivitiesoftwodifferentclients
(Temptinghome.comandlimofahr.com)onvariousdigitalplatformsworkingcloselywiththe
SEO team, Social Media Marketing Team and the E-commerce team .
NOTE: I cannot disclose the name of the clients as per the company policy.
CLIENTS’ OVERVIEW
2.1 TEMPTING HOME
Tempting Home is an E-commerce website that offers some of the most graceful, unique and
innovative décor articles and other accessories that blend with magic to give charm and appeal to your
house by facilitating you a hassle-free and comfortable walk through to their portal to pick the item of
your choice.
Given below is a picture of how the wordpress based website www.temptinghome.com looks like.
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DIGITAL MARKETING | LEANPORT | 2018-20
TemptingHomehasawiderangeofhomedecorproductssuchasvases,tablelamps,hanginglamps,
candlestands,statuesandmanymore.Theyofferasuperiorqualityproductsthatarehandcrafted
exclusivelyinIndia.Theproductsaremadeupofaluminiunorsheetmetalthatmadethemquite
unbreakable and durable.
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TemptingHomehasawiderangeofhomedecorproductssuchasvases,tablelamps,hanginglamps,
candlestands,statuesandmanymore.Theyofferasuperiorqualityproductsthatarehandcrafted
exclusivelyinIndia.Theproductsaremadeupofaluminiunorsheetmetalthatmadethemquite
unbreakable and durable.
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DIGITAL MARKETING | LEANPORT | 2018-20
2.2 Roles and Responsibilities in Tempting Home
Step Ⅰ - Identifying ways of promotion and advertising
Step Ⅱ- Displaying Ads
Step Ⅲ- Measuring Return on investment
The team is doing promotions and advertising by following methods identified :
1.Social Media Marketing
- Facebook Marketing
- Instagram Marketing
- Twitter Marketing
- Pinterest Marketing
- Whatsapp Marketing
2. Search Engine Optimization
3. Amazon
1.Dailyscheduleofsocialmediaactivities:Whentheupdatesandnewsarepublishedonsocial
medialikeFacebookandTwitter.Userslikeandsharethepostsanditcreatesbrand
awareness.
It includes :
●Postinginteractivecontentlikephotosandvideosoftheproductswhichwilldrivethe
customers towards the official website of the company.
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2.2 Roles and Responsibilities in Tempting Home
Step Ⅰ - Identifying ways of promotion and advertising
Step Ⅱ- Displaying Ads
Step Ⅲ- Measuring Return on investment
The team is doing promotions and advertising by following methods identified :
1.Social Media Marketing
- Facebook Marketing
- Instagram Marketing
- Twitter Marketing
- Pinterest Marketing
- Whatsapp Marketing
2. Search Engine Optimization
3. Amazon
1.Dailyscheduleofsocialmediaactivities:Whentheupdatesandnewsarepublishedonsocial
medialikeFacebookandTwitter.Userslikeandsharethepostsanditcreatesbrand
awareness.
It includes :
●Postinginteractivecontentlikephotosandvideosoftheproductswhichwilldrivethe
customers towards the official website of the company.
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DIGITAL MARKETING | LEANPORT | 2018-20
●Adding products to the Facebook Marketplace.
●Posting about offers and discounts.
●Replying to customers comments and queries regarding the products and services.
●Encourage users who are active on the page by promoting our content by writing blogs.
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●Adding products to the Facebook Marketplace.
●Posting about offers and discounts.
●Replying to customers comments and queries regarding the products and services.
●Encourage users who are active on the page by promoting our content by writing blogs.
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DIGITAL MARKETING | LEANPORT | 2018-20
●Creating appealing ads using Facebook ad campaign
BelowisascreenshotofFacebook,Twitter,Linkedinarethesocialmediawhichareusedeveryday
for giving updates and news.
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●Creating appealing ads using Facebook ad campaign
BelowisascreenshotofFacebook,Twitter,Linkedinarethesocialmediawhichareusedeveryday
for giving updates and news.
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DIGITAL MARKETING | LEANPORT | 2018-20
2. Search Engine Optimization
The team is doing ON PAGE and OFF PAGE SEO.
Themajorobjectivewastoimprovethevisibilityandreachofthewebpageonthesearch
engines.
The SEO department is responsible to optimize WebPages and its content based on
keywords that are relevant to the clients business, primarily aimed at improving the
overall presence on the internet, mainly at the Search Engine Results Pages (SERPs).
Search Engine Optimizers Perform various optimization techniques for gaining better
SERP rankings.
Types Of SEO performed:
1) On-Page Optimization
2) Off-Page Optimization
Tools used in SEO:
1)GoogleAnalytics:usedtotrackthewebsiteactivityoftheuserssuchassessionduration,
pages per session, bounce rate etc.
2)GoogleWebmasterTools:usedtosubmitandchecksitemaps,andviewstatisticsaboutwhen
Googlebot accesses a particular site, list internal and external pages that link to the site.etc
3)SemrushSEOToolkit:usedtogetrealusersbrowsinghistorye.g.,monthlydata,information
on location and devices,common keywords,strategy, traffic source etc
4)AhrefsSEOTool:usedtogetinformationabouttheratingandrankingofpages,
backlinks,organic traffic etc
5) Google adwords keyword planner: used to do keyword research
6) Uber suggest: used to do keyword research.
Steps Involved in SEO:-
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2. Search Engine Optimization
The team is doing ON PAGE and OFF PAGE SEO.
Themajorobjectivewastoimprovethevisibilityandreachofthewebpageonthesearch
engines.
The SEO department is responsible to optimize WebPages and its content based on
keywords that are relevant to the clients business, primarily aimed at improving the
overall presence on the internet, mainly at the Search Engine Results Pages (SERPs).
Search Engine Optimizers Perform various optimization techniques for gaining better
SERP rankings.
Types Of SEO performed:
1) On-Page Optimization
2) Off-Page Optimization
Tools used in SEO:
1)GoogleAnalytics:usedtotrackthewebsiteactivityoftheuserssuchassessionduration,
pages per session, bounce rate etc.
2)GoogleWebmasterTools:usedtosubmitandchecksitemaps,andviewstatisticsaboutwhen
Googlebot accesses a particular site, list internal and external pages that link to the site.etc
3)SemrushSEOToolkit:usedtogetrealusersbrowsinghistorye.g.,monthlydata,information
on location and devices,common keywords,strategy, traffic source etc
4)AhrefsSEOTool:usedtogetinformationabouttheratingandrankingofpages,
backlinks,organic traffic etc
5) Google adwords keyword planner: used to do keyword research
6) Uber suggest: used to do keyword research.
Steps Involved in SEO:-
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DIGITAL MARKETING | LEANPORT | 2018-20
1) Keyword Research - Keyword research is the most important first step in SEO.
We used Google adwords keyword planner and UberSuggest for searching
keywords that are most relevant to the website and that has maximum search
volumes.
Some of the keywords we used for SEO are :
1. Hanging Light Online
2. Antique Floor Lamp
3. Sleek Aluminium Flower
4.Lamp and lighting
5.Floor Lamp
6.Designer Vase in India
7.White Designer Vase
8.White Designer Vase
2) Competition Analysis - Competitor analysis is the analysis of competitors in the
same niche. Websites targeting for the same keywords are competitors to each
other. Top five results for the for the defined keywords were identified as SEO
competitors.
Some of our competitors are :
1.Pepperfry
2.Hometown
3.Homecenter
4.Homesaaz
5.Amazon
6.Flipkart
Tools such as SEMrush and Buzzsumo were used for competitor analysis.
3) On-page optimization -
1. Content creation and optimization - Valuable contents were created that
LEANPORT | Page 026
1) Keyword Research - Keyword research is the most important first step in SEO.
We used Google adwords keyword planner and UberSuggest for searching
keywords that are most relevant to the website and that has maximum search
volumes.
Some of the keywords we used for SEO are :
1. Hanging Light Online
2. Antique Floor Lamp
3. Sleek Aluminium Flower
4.Lamp and lighting
5.Floor Lamp
6.Designer Vase in India
7.White Designer Vase
8.White Designer Vase
2) Competition Analysis - Competitor analysis is the analysis of competitors in the
same niche. Websites targeting for the same keywords are competitors to each
other. Top five results for the for the defined keywords were identified as SEO
competitors.
Some of our competitors are :
1.Pepperfry
2.Hometown
3.Homecenter
4.Homesaaz
5.Amazon
6.Flipkart
Tools such as SEMrush and Buzzsumo were used for competitor analysis.
3) On-page optimization -
1. Content creation and optimization - Valuable contents were created that
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DIGITAL MARKETING | LEANPORT | 2018-20
included keywords (previously searched) and placed in strategic places such as
Titles,URL, metadiscriptions and headings.
2. Image Optimization - It included the following :
- Every single image was provided with SEO friendly file name .
- Every image was resized prior to upload
- Optimized alternative text was written
- Descriptive captions were provided to the image
4) Off-page optimization
Off-page SEO refers to activities you can perform outside the boundaries of the
website. Off-Page SEO is a term used to describe the process of promoting the
website on the Internet for the purpose of gaining references (links) from other
websites. It included :
1. Link Building :
Backlinks
BacklinksareimportantforSEO.AllSEOrelatedstudiesagreethatwhenitcomestoGoogle
rankings,thewebsitesthathavethestrongestlinksappearinthetoppositionsofGoogle.Inlink
buildingwebuildourwebsite’spopularitybymakingsurewegetasmuchbacklinksaswecan
get.Linksactasabridgeforsearchenginecrawlers.Usingtheirvariousalgorithmstheycanfind
outhowwebpagesarerelatedtoeachother.Thebasicideaiseverylinkthatdirectsuserstoour
websiteisanendorsementtooursite’squality.Thismeansotherwebpagesaredirectingusersto
oursitebecausewehaverelevantandusefulinformationonourcontent.Thisisapluspointfor
ourwebsite.Ifwegetmorebacklinkstooursitethehigherthechanceofbeingrankedhigherby
the search engines.
We created backlinks via
1.Social Bookmarking
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included keywords (previously searched) and placed in strategic places such as
Titles,URL, metadiscriptions and headings.
2. Image Optimization - It included the following :
- Every single image was provided with SEO friendly file name .
- Every image was resized prior to upload
- Optimized alternative text was written
- Descriptive captions were provided to the image
4) Off-page optimization
Off-page SEO refers to activities you can perform outside the boundaries of the
website. Off-Page SEO is a term used to describe the process of promoting the
website on the Internet for the purpose of gaining references (links) from other
websites. It included :
1. Link Building :
Backlinks
BacklinksareimportantforSEO.AllSEOrelatedstudiesagreethatwhenitcomestoGoogle
rankings,thewebsitesthathavethestrongestlinksappearinthetoppositionsofGoogle.Inlink
buildingwebuildourwebsite’spopularitybymakingsurewegetasmuchbacklinksaswecan
get.Linksactasabridgeforsearchenginecrawlers.Usingtheirvariousalgorithmstheycanfind
outhowwebpagesarerelatedtoeachother.Thebasicideaiseverylinkthatdirectsuserstoour
websiteisanendorsementtooursite’squality.Thismeansotherwebpagesaredirectingusersto
oursitebecausewehaverelevantandusefulinformationonourcontent.Thisisapluspointfor
ourwebsite.Ifwegetmorebacklinkstooursitethehigherthechanceofbeingrankedhigherby
the search engines.
We created backlinks via
1.Social Bookmarking
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DIGITAL MARKETING | LEANPORT | 2018-20
2.Classified Ads
3.Blogs
4.Articles.
Given below is some of the ads and blogs that I have written and posted online for SEO
and some of the tasks given to me by Mr. Amit.
Classified Ads
Buy Indian handicraft vase for home decoration
“If you are looking for authentic Indian handicraft Vase online then visit
www.temptinghome.comandfindgreatcollectionofdecorative&designervasesforyourhome
withSuperiorqualitythatarecrafted&madeexclusivelyinIndia.Formoredetails,callusat
+91 8851061938 and email at [email protected].”
Indore Vase for living room decor
“Buy handcrafted Indoor vase online at www.temptinghome.com from variety of designs
to make your living room looks impressive and stylish and get upto 55% off with free
shipping. For more info, call us at +91 8851061938 and email at
[email protected]. ”
Social Bookmarking
“Shop handcrafted and unique home decor products online at Tempting home .
Design the home of your dreams with lamps and lightning, vases and statues and many
more home decorating products and add extra charm and glitter to your home by
shopping online from Tempting home, one step solution for all your decorating ideas,”
and enjoy exciting offers. For more info, call us at +91 8851061938 and email at
[email protected].
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2.Classified Ads
3.Blogs
4.Articles.
Given below is some of the ads and blogs that I have written and posted online for SEO
and some of the tasks given to me by Mr. Amit.
Classified Ads
Buy Indian handicraft vase for home decoration
“If you are looking for authentic Indian handicraft Vase online then visit
www.temptinghome.comandfindgreatcollectionofdecorative&designervasesforyourhome
withSuperiorqualitythatarecrafted&madeexclusivelyinIndia.Formoredetails,callusat
+91 8851061938 and email at [email protected].”
Indore Vase for living room decor
“Buy handcrafted Indoor vase online at www.temptinghome.com from variety of designs
to make your living room looks impressive and stylish and get upto 55% off with free
shipping. For more info, call us at +91 8851061938 and email at
[email protected]. ”
Social Bookmarking
“Shop handcrafted and unique home decor products online at Tempting home .
Design the home of your dreams with lamps and lightning, vases and statues and many
more home decorating products and add extra charm and glitter to your home by
shopping online from Tempting home, one step solution for all your decorating ideas,”
and enjoy exciting offers. For more info, call us at +91 8851061938 and email at
[email protected].
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DIGITAL MARKETING | LEANPORT | 2018-20
We created content in the form of SBM, classified ads, blogs etc using researched
keywords and posted them on related websites that accepts them.
Iwrotearound10classifiedadsandSBMfortemptingHomeandaround5blogsforthesame.
Below are some screenshots of the same
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We created content in the form of SBM, classified ads, blogs etc using researched
keywords and posted them on related websites that accepts them.
Iwrotearound10classifiedadsandSBMfortemptingHomeandaround5blogsforthesame.
Below are some screenshots of the same
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DIGITAL MARKETING | LEANPORT | 2018-20
2.SocialMediaPresence-Itincludedmaintainingaweeklyroutineofsocialmediaposts,
findingbuzzingandrelevantcontentandengagingwiththeaudience.Wemakesurethatpeople
haveaccesstoourcontentsfromnotjustourwebsitebutthroughsocialmediaplatforms.
Linkingvarioussocialmediaavailablecanhelptoimproveoursite’spopularityandgettinghigh
no. of visitors.
5) Monitoring and reporting - For monitoring and analysis of the SEO process,
Google analytics were used.
For tempting home, it has been just two weeks since we started SEO for the website.
On searching the keywords, the website is displaying on the second page of the organic
results.
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2.SocialMediaPresence-Itincludedmaintainingaweeklyroutineofsocialmediaposts,
findingbuzzingandrelevantcontentandengagingwiththeaudience.Wemakesurethatpeople
haveaccesstoourcontentsfromnotjustourwebsitebutthroughsocialmediaplatforms.
Linkingvarioussocialmediaavailablecanhelptoimproveoursite’spopularityandgettinghigh
no. of visitors.
5) Monitoring and reporting - For monitoring and analysis of the SEO process,
Google analytics were used.
For tempting home, it has been just two weeks since we started SEO for the website.
On searching the keywords, the website is displaying on the second page of the organic
results.
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DIGITAL MARKETING | LEANPORT | 2018-20
3.Amazon
ThecompanythendecidedtosellitsproductsonAmazonunderdifferentbrandname‘Alnico
Decor’.Thiswasoneofthecompany’sstrategiestousedifferentnametoselltheirproductsin
differentmarketsinordertopreservethereputationofoneofthecompany'sbrandnamesifthe
other goes down for any reason.
Amazon alone has a large customer base of around 100 million people.
Each month more than 197 million people around the world get on their devices and
visit Amazon.com. That’s more than the entire population of Russia. Needless to say,
Amazon is the leader in online sales, with no sign of slowing down anytime soon.
Responsibilities in Amazon :
●Amazon seller account was already created by the authority.
●Login credentials were given to the team .
●Easy-to-uselistingtoolsonSellerCentralAccountwasusedtolisttheproductsinthe
marketplace. Below is a screenshot of the inventory management page.
●Shipmentoftheproducts,afteracustomersuccessfullyplacesanorder,iseitherdoneby
AMAZONakaFulfillmentByAmazonwhereAmazonwilltakecareofstorage,picking,packing
andshippingaswellascustomerinquiriesorEasyShipwherethemerchantstoresandpackthe
orderandAmazondeliversit,orbyMFN(MerchantFulfillmentNetwork)wherethemerchant
store, pack & deliver your products.
LEANPORT | Page 031
3.Amazon
ThecompanythendecidedtosellitsproductsonAmazonunderdifferentbrandname‘Alnico
Decor’.Thiswasoneofthecompany’sstrategiestousedifferentnametoselltheirproductsin
differentmarketsinordertopreservethereputationofoneofthecompany'sbrandnamesifthe
other goes down for any reason.
Amazon alone has a large customer base of around 100 million people.
Each month more than 197 million people around the world get on their devices and
visit Amazon.com. That’s more than the entire population of Russia. Needless to say,
Amazon is the leader in online sales, with no sign of slowing down anytime soon.
Responsibilities in Amazon :
●Amazon seller account was already created by the authority.
●Login credentials were given to the team .
●Easy-to-uselistingtoolsonSellerCentralAccountwasusedtolisttheproductsinthe
marketplace. Below is a screenshot of the inventory management page.
●Shipmentoftheproducts,afteracustomersuccessfullyplacesanorder,iseitherdoneby
AMAZONakaFulfillmentByAmazonwhereAmazonwilltakecareofstorage,picking,packing
andshippingaswellascustomerinquiriesorEasyShipwherethemerchantstoresandpackthe
orderandAmazondeliversit,orbyMFN(MerchantFulfillmentNetwork)wherethemerchant
store, pack & deliver your products.
LEANPORT | Page 031
DIGITAL MARKETING | LEANPORT | 2018-20
●Running ads on Amazon with Sponsored Products and targeting customers that are relevant.
Below is a screenshot of the page that shows sponsored products.
AmazonAdcampaignsaremadetoincreasethevisibilityofitsproductstoitscustomers,soitwasa
necessarysteptodoasitimprovessales.Sponsoredproductsappearonthesearchesmorethanthe
productsthatarenotsponsored.Sotheamazonadcampaignwascreatedwhichrunkeywordtargetedads
andwepayonlywhentheadisclicked.ThedailybudgetwassettoaroundRs3500.ThebiddingwasRs.
2perclick.Theadwassuccessfullyrunandtheexpenserateandsaleswasmonitoredeveryday.The
expensesonadmustalwaysbelessthanthesalestomakeaprofit.Afteroneweekofthecampaignthe
expense to sales rate which is also known as:
ACOS (Advertising Cost Of Sales) was 18.57% which turned out to be a good rate.
The company made a sale of around Rs 77,000 at the first week of the ad campaign.
LEANPORT | Page 032
●Running ads on Amazon with Sponsored Products and targeting customers that are relevant.
Below is a screenshot of the page that shows sponsored products.
AmazonAdcampaignsaremadetoincreasethevisibilityofitsproductstoitscustomers,soitwasa
necessarysteptodoasitimprovessales.Sponsoredproductsappearonthesearchesmorethanthe
productsthatarenotsponsored.Sotheamazonadcampaignwascreatedwhichrunkeywordtargetedads
andwepayonlywhentheadisclicked.ThedailybudgetwassettoaroundRs3500.ThebiddingwasRs.
2perclick.Theadwassuccessfullyrunandtheexpenserateandsaleswasmonitoredeveryday.The
expensesonadmustalwaysbelessthanthesalestomakeaprofit.Afteroneweekofthecampaignthe
expense to sales rate which is also known as:
ACOS (Advertising Cost Of Sales) was 18.57% which turned out to be a good rate.
The company made a sale of around Rs 77,000 at the first week of the ad campaign.
LEANPORT | Page 032
DIGITAL MARKETING | LEANPORT | 2018-20
3.3 LIMOFAHR
Overview
Limofahrisoneofthebestandmostflexibleproviderofworld-classtransportationservices
whicharepoweredbytechnicalsolutionsanddrivenbytheexceptionalteamofprofessionals.
Believinginminimizinghasslesandleveragingcomfort,Limofahrbringsthemostadvancedtaxi
and limousine services in 141 cities covering 21 major countries.
Limofahrguaranteesfullluxuryassuranceandtransformthemonotonousjourneysintoa
wonderfultraveltime,throughitsoptimizedeconomy,businessandfirstclassfleetservicesand
thuspavingthewayforpassengerstoexperiencethemostmemorableanddelightfulexperience
in regard to the overall journey.
Executedbytrainedandexperiencedchauffeurs,Limofahrmakeseverydrivecomfortableby
integratingbothtechnicalandnon-technicalsolutionsinordertomaintainthebestquality
standards.
Also,our24*7supportgivescustomersawaytogettheanswersforalltheirmajorandminor
travel related query.
LEANPORT | Page 033
3.3 LIMOFAHR
Overview
Limofahrisoneofthebestandmostflexibleproviderofworld-classtransportationservices
whicharepoweredbytechnicalsolutionsanddrivenbytheexceptionalteamofprofessionals.
Believinginminimizinghasslesandleveragingcomfort,Limofahrbringsthemostadvancedtaxi
and limousine services in 141 cities covering 21 major countries.
Limofahrguaranteesfullluxuryassuranceandtransformthemonotonousjourneysintoa
wonderfultraveltime,throughitsoptimizedeconomy,businessandfirstclassfleetservicesand
thuspavingthewayforpassengerstoexperiencethemostmemorableanddelightfulexperience
in regard to the overall journey.
Executedbytrainedandexperiencedchauffeurs,Limofahrmakeseverydrivecomfortableby
integratingbothtechnicalandnon-technicalsolutionsinordertomaintainthebestquality
standards.
Also,our24*7supportgivescustomersawaytogettheanswersforalltheirmajorandminor
travel related query.
LEANPORT | Page 033
DIGITAL MARKETING | LEANPORT | 2018-20
3.4 ROLES AND RESPONSIBILITIES IN LIMOFAHR
Step 1. Identifying ways of promotion and advertising
Theteamisdoingpromotionandadvertisingthroughsocialmediamarketingandsearchengine
marketing.
1. Social Media Marketing
Facebook
- Posting daily updates on Facebook to increase brand awareness.
- Running and monitoring Facebook ads to increase engagements and link clicks.
Below is a screenshot of a facebook post
Below is a screenshot of the facebook ad
LEANPORT | Page 034
3.4 ROLES AND RESPONSIBILITIES IN LIMOFAHR
Step 1. Identifying ways of promotion and advertising
Theteamisdoingpromotionandadvertisingthroughsocialmediamarketingandsearchengine
marketing.
1. Social Media Marketing
- Posting daily updates on Facebook to increase brand awareness.
- Running and monitoring Facebook ads to increase engagements and link clicks.
Below is a screenshot of a facebook post
Below is a screenshot of the facebook ad
LEANPORT | Page 034
DIGITAL MARKETING | LEANPORT | 2018-20
Details of the ad
Daily budget ₹410.64 INR (including estimated tax)
Amount spent ₹3,494.49 INR
Duration 10 days
End date Apr 8, 2019
Date created Mar 29, 2019
Created by Limo Fahr
Audience Name United Arab Emirates: Dubai (+25 mi) Dubai, 18 - 65+
Location United Arab Emirates: Dubai (+25 mi) Dubai
Age 18 - 65+
2. Search Engine Marketing
Google Adwords is Google’s paid online advertising model that uses a bidding system
for your advertisement to appear to the top or to the right of search results. When you
advertise you tell Google what keywords or phrases you are interested in. When
somebody searches on these keywords Google displays relevant advertisements. If
your advertisement is displayed you only pay if somebody clicks on this advertisement
to bring them to your website.
LEANPORT | Page 035
Details of the ad
Daily budget ₹410.64 INR (including estimated tax)
Amount spent ₹3,494.49 INR
Duration 10 days
End date Apr 8, 2019
Date created Mar 29, 2019
Created by Limo Fahr
Audience Name United Arab Emirates: Dubai (+25 mi) Dubai, 18 - 65+
Location United Arab Emirates: Dubai (+25 mi) Dubai
Age 18 - 65+
2. Search Engine Marketing
Google Adwords is Google’s paid online advertising model that uses a bidding system
for your advertisement to appear to the top or to the right of search results. When you
advertise you tell Google what keywords or phrases you are interested in. When
somebody searches on these keywords Google displays relevant advertisements. If
your advertisement is displayed you only pay if somebody clicks on this advertisement
to bring them to your website.
LEANPORT | Page 035
DIGITAL MARKETING | LEANPORT | 2018-20
Step 1. Creating appealing ads and promotions using software “Adwords”
Wecreatedadsusingthesoftware“Adwords”whichhasfewimportantpointsthataredescribed
as below:
1. Campaign — a Google Adwords campaign is a name that you assign to all your
advertisements for a part of your business or for a particular promotion you are running.
For example, you might have a campaign for selling services in your hotel.
2. Ad Groups — within a campaign you break your advertisements into ad groups.
Using the hotel example, you might have an adgroup which has advertisements for
promoting accommodation and another adgroup for promoting your restaurant.
3. Advertisements – within your ad groups you have advertisements. Using the Hotel
example, if you had an adgroup for hotel accommodation you might have one set of
advertisements for last minutes deals, one for business deals and one for general
accommodation. You need to write your ‘Ad copy’ (which is the text you will use ) to
encourage relevant users to click on it, so it’s very important.
4. Keywords — you need to decide when you want your advertisements displayed.
This is based on keywords that you specify and if these keywords are used when
searching then your advertisement may appear depending on what you have bid, your
budget, competition, and so on.
5. Budget – now you can set up your budget, how much you are going to spend each
day on advertisements and how you are going to split up this money through the ad
groups.
LEANPORT | Page 036
Step 1. Creating appealing ads and promotions using software “Adwords”
Wecreatedadsusingthesoftware“Adwords”whichhasfewimportantpointsthataredescribed
as below:
1. Campaign — a Google Adwords campaign is a name that you assign to all your
advertisements for a part of your business or for a particular promotion you are running.
For example, you might have a campaign for selling services in your hotel.
2. Ad Groups — within a campaign you break your advertisements into ad groups.
Using the hotel example, you might have an adgroup which has advertisements for
promoting accommodation and another adgroup for promoting your restaurant.
3. Advertisements – within your ad groups you have advertisements. Using the Hotel
example, if you had an adgroup for hotel accommodation you might have one set of
advertisements for last minutes deals, one for business deals and one for general
accommodation. You need to write your ‘Ad copy’ (which is the text you will use ) to
encourage relevant users to click on it, so it’s very important.
4. Keywords — you need to decide when you want your advertisements displayed.
This is based on keywords that you specify and if these keywords are used when
searching then your advertisement may appear depending on what you have bid, your
budget, competition, and so on.
5. Budget – now you can set up your budget, how much you are going to spend each
day on advertisements and how you are going to split up this money through the ad
groups.
LEANPORT | Page 036
DIGITAL MARKETING | LEANPORT | 2018-20
Step 3. Displaying ads and promotions
Given below is a screenshot of the list of ads in the ad group of our campaign.
Given below is a screenshot of the keywords that we used.
Step 4. Measuring Return on investment.
Below is panel where return on investment is measured in terms of:
1. Clicks – It is count of how many users have clicked on the ads.
2. CTR – How many times the ad was shown by Google
3. Cost – How much per click of the ad costs.
LEANPORT | Page 037
Step 3. Displaying ads and promotions
Given below is a screenshot of the list of ads in the ad group of our campaign.
Given below is a screenshot of the keywords that we used.
Step 4. Measuring Return on investment.
Below is panel where return on investment is measured in terms of:
1. Clicks – It is count of how many users have clicked on the ads.
2. CTR – How many times the ad was shown by Google
3. Cost – How much per click of the ad costs.
LEANPORT | Page 037
DIGITAL MARKETING | LEANPORT | 2018-20
3.RELEVANCE OF WORK DONE TO MANAGEMENT
Atonepointonlinemarketingwasjustanewanddifferentwaytomarket.Itopenedupanew
formofmediaonwhichtopeddlegoodsandservices.Butwithinjustthepastfewyears,the
importance of digital marketing has become something else.
It’s become an integral part of what a business is to its customers.
It’snolongerenoughtohaveawebsiteorrunsomeun-focusedAdscampaign.Don’thave
integrateddigitalmarketingstrategiesworkingforyourbusiness?Timeisworkingagainstyou
becauseofit.AstheInternetbecomesentwinedwitheverythingwedo,theimportanceofdigital
marketing is becoming crystal clear.
Reaches People Where They Spend Their Time & Money
In2019,theaverageInternetuserhasatleast7socialmediaaccounts.That’supfrom3just5
yearsago.SocialMediaiswherepeopleare.Butdopeoplebuythingsthere?Oneofthetop10
reasonspeoplesaythey’reonsocialmediaistobuyproductsadvertisedtothem.Theyspend
around 37% of their social media time interacting with branded content.
Levels the Playing Field for Small Business
Digital marketing allows small businesses to compete with a much smaller advertising budget.
When managed effectively, it gives them laser-focused control over where and how they spend
their money.
More targeting
With search advertising, you can target people with a very specific:
●Challenge
●Goal
●Profession
●Education level
●Buying behaviour
LEANPORT | Page 038
3.RELEVANCE OF WORK DONE TO MANAGEMENT
Atonepointonlinemarketingwasjustanewanddifferentwaytomarket.Itopenedupanew
formofmediaonwhichtopeddlegoodsandservices.Butwithinjustthepastfewyears,the
importance of digital marketing has become something else.
It’s become an integral part of what a business is to its customers.
It’snolongerenoughtohaveawebsiteorrunsomeun-focusedAdscampaign.Don’thave
integrateddigitalmarketingstrategiesworkingforyourbusiness?Timeisworkingagainstyou
becauseofit.AstheInternetbecomesentwinedwitheverythingwedo,theimportanceofdigital
marketing is becoming crystal clear.
Reaches People Where They Spend Their Time & Money
In2019,theaverageInternetuserhasatleast7socialmediaaccounts.That’supfrom3just5
yearsago.SocialMediaiswherepeopleare.Butdopeoplebuythingsthere?Oneofthetop10
reasonspeoplesaythey’reonsocialmediaistobuyproductsadvertisedtothem.Theyspend
around 37% of their social media time interacting with branded content.
Levels the Playing Field for Small Business
Digital marketing allows small businesses to compete with a much smaller advertising budget.
When managed effectively, it gives them laser-focused control over where and how they spend
their money.
More targeting
With search advertising, you can target people with a very specific:
●Challenge
●Goal
●Profession
●Education level
●Buying behaviour
LEANPORT | Page 038
DIGITAL MARKETING | LEANPORT | 2018-20
SocialmediaadvertisingsimilarlyallowsyoutonarrowyourtargetaudienceUsethedata
they’vecollectedabouttheirusers.TellFacebook,forexample,toonlyshowyouradtopeople
with a very specific recent behavior, interest, location or other identifier.
Can be hyper-personalized
Tailor-madecontentasperthetargetedaudiencecanbedisplayedtothem.ForexampleYou
recognizeapersononanindividuallevel.Youareabletorecommendthebestproductstothem
becauseyouknowtheirpurchasehistory.Yourecognizethattheyjustvisitedyourwebsiteand
abandoned their cart. You refer to them by name. They feel that you respect their individuality.
LEANPORT | Page 039
SocialmediaadvertisingsimilarlyallowsyoutonarrowyourtargetaudienceUsethedata
they’vecollectedabouttheirusers.TellFacebook,forexample,toonlyshowyouradtopeople
with a very specific recent behavior, interest, location or other identifier.
Can be hyper-personalized
Tailor-madecontentasperthetargetedaudiencecanbedisplayedtothem.ForexampleYou
recognizeapersononanindividuallevel.Youareabletorecommendthebestproductstothem
becauseyouknowtheirpurchasehistory.Yourecognizethattheyjustvisitedyourwebsiteand
abandoned their cart. You refer to them by name. They feel that you respect their individuality.
LEANPORT | Page 039
DIGITAL MARKETING | LEANPORT | 2018-20
More advanced analytics
●Whether they actually saw it. With TV ads, you don’t even know that much. They could
have been in the kitchen or had the TV on mute.
●If they interacted with it
●If they liked it
●If they lingered on it
●If they shared it with a friend
●If it prompted another action
●If it led to a sale down the road (this is important when deciding how to best spend
money)
Easy to scale and adopt
Digitalmarketingtosmallbusinessesbecomesveryclearwhenyouseehoweasyitistoscale
andadaptasyourbusinessgrows.Forexample,withsocialmediacampaigns,displayadsand
searchadsyoucanchooseadailybudget.Youknowexactlyhowmuchthatcampaignwillcost
you.
LEANPORT | Page 040
More advanced analytics
●Whether they actually saw it. With TV ads, you don’t even know that much. They could
have been in the kitchen or had the TV on mute.
●If they interacted with it
●If they liked it
●If they lingered on it
●If they shared it with a friend
●If it prompted another action
●If it led to a sale down the road (this is important when deciding how to best spend
money)
Easy to scale and adopt
Digitalmarketingtosmallbusinessesbecomesveryclearwhenyouseehoweasyitistoscale
andadaptasyourbusinessgrows.Forexample,withsocialmediacampaigns,displayadsand
searchadsyoucanchooseadailybudget.Youknowexactlyhowmuchthatcampaignwillcost
you.
LEANPORT | Page 040
DIGITAL MARKETING | LEANPORT | 2018-20
3.1 IMPACT OF WORK DONE TO THE ORGANIZATION
Data analysis and Interpretation
Part 1 a) Temptinghome.com
Social Media contributes to about 57% of the sales of Temptinghome’s products.
LEANPORT | Page 041
3.1 IMPACT OF WORK DONE TO THE ORGANIZATION
Data analysis and Interpretation
Part 1 a) Temptinghome.com
Social Media contributes to about 57% of the sales of Temptinghome’s products.
LEANPORT | Page 041
DIGITAL MARKETING | LEANPORT | 2018-20
Part 1 b) Alnico Decor
LEANPORT | Page 042
Part 1 b) Alnico Decor
LEANPORT | Page 042
DIGITAL MARKETING | LEANPORT | 2018-20
Part 2. Limofahr
Facebook Ads
Google ADS
LEANPORT | Page 043
Part 2. Limofahr
Facebook Ads
Google ADS
LEANPORT | Page 043
DIGITAL MARKETING | LEANPORT | 2018-20
4.KEY LEARNINGS
●Get to know about challenges and opportunities for digital marketing in India.
●Gain a basic understanding of SEO, SEM, SMM, etc
●Fulfillingeachandeveryrequirementofclientisveryimportantregardlessofwhether
that requirement is small or big.
● I experienced the corporate feeling which gives me a good exposure.
●IwasabletoputinpracticewhatIhavelearntinmyfirstyearoftheMBAcurriculum.
Leadershipquality,it’sallabouttheimpactyouhaveonotherpeople.Youneedtohave
leaderswithinanorganization.Leaderswilldealwiththecustomer,project,etc.asa
leader.
●HealthyCompetitionforcedtodoabetterjobthetrickistolearnfromyourcompetitors
quicker than they can learn from you. Always look for your competitors’ strengths.
●Digital marketing work is all about teamwork and it always try to give the best out of all.
●TimemanagementisthebigmanagementlessonIhavelearntasmakeindividualmore
divert to words it work.
●Howtodoaformalcommunication,thewayhowtocommunicatewitheachlevelof
management to get work done.
LEANPORT | Page 044
4.KEY LEARNINGS
●Get to know about challenges and opportunities for digital marketing in India.
●Gain a basic understanding of SEO, SEM, SMM, etc
●Fulfillingeachandeveryrequirementofclientisveryimportantregardlessofwhether
that requirement is small or big.
● I experienced the corporate feeling which gives me a good exposure.
●IwasabletoputinpracticewhatIhavelearntinmyfirstyearoftheMBAcurriculum.
Leadershipquality,it’sallabouttheimpactyouhaveonotherpeople.Youneedtohave
leaderswithinanorganization.Leaderswilldealwiththecustomer,project,etc.asa
leader.
●HealthyCompetitionforcedtodoabetterjobthetrickistolearnfromyourcompetitors
quicker than they can learn from you. Always look for your competitors’ strengths.
●Digital marketing work is all about teamwork and it always try to give the best out of all.
●TimemanagementisthebigmanagementlessonIhavelearntasmakeindividualmore
divert to words it work.
●Howtodoaformalcommunication,thewayhowtocommunicatewitheachlevelof
management to get work done.
LEANPORT | Page 044
DIGITAL MARKETING | LEANPORT | 2018-20
5.CHALLENGES FACED
●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. Creating a high quality content which the
audience actually want is the biggest challenge
●Generating the ROI
Generating high return on investment at initial phase of marketing and promotions were quite
low. Implementing a marketing campaign and executing it is a long term process that requires a
lot of time and patience before it works out successfully.
●Securing Enough Budget
Securing Budget from our clients was another biggest challenge that we faced. Most of the
clients were not ready to invest enough money in the promotional activities thus it was hard to
achieve the ROI.
●Product Returns on Amazon
One of the major challenges we faced on Amazon was getting high number of product returns.
Sales were increasing but we were getting many product returns as well that led to the decrease
in the ranking of our products and negative feedbacks on amazon.
CAUSE: Customers could not figure out the size of the products that was up on Amazon. Some
of the products were too large in size but looked to small in the pictures and vice-versa
After figuring out the reason for the problem and brainstorming about ideas to solve the problem
, it was concluded to get the photoshoot of all the products again and this time with a standard
size product ( a 750ml bottle of Pepsi was used) as a reference so that the customers could figure
out the exact size of the picture by comparing it with the reference product.Pictures were also
edited in such a way so that the products’ exact measurement was mentioned in them.
LEANPORT | Page 045
5.CHALLENGES FACED
●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. Creating a high quality content which the
audience actually want is the biggest challenge
●Generating the ROI
Generating high return on investment at initial phase of marketing and promotions were quite
low. Implementing a marketing campaign and executing it is a long term process that requires a
lot of time and patience before it works out successfully.
●Securing Enough Budget
Securing Budget from our clients was another biggest challenge that we faced. Most of the
clients were not ready to invest enough money in the promotional activities thus it was hard to
achieve the ROI.
●Product Returns on Amazon
One of the major challenges we faced on Amazon was getting high number of product returns.
Sales were increasing but we were getting many product returns as well that led to the decrease
in the ranking of our products and negative feedbacks on amazon.
CAUSE: Customers could not figure out the size of the products that was up on Amazon. Some
of the products were too large in size but looked to small in the pictures and vice-versa
After figuring out the reason for the problem and brainstorming about ideas to solve the problem
, it was concluded to get the photoshoot of all the products again and this time with a standard
size product ( a 750ml bottle of Pepsi was used) as a reference so that the customers could figure
out the exact size of the picture by comparing it with the reference product.Pictures were also
edited in such a way so that the products’ exact measurement was mentioned in them.
LEANPORT | Page 045
DIGITAL MARKETING | LEANPORT | 2018-20
6.RECOMMENDATIONS TO THE DEPARTMENT
6.1 In Tempting home
ThecurrentMarketingStrategyisworkinguptothemarktogeneratetraffic(potentialleads)that
areconvertingintocustomers.TherearefewareasofimprovementwhichIsuggestcanbe
looked upon for more sales :
1.Thecompanyshouldcollaboratewithinfluencersonsocialmediawhohavealargenumberof
followers or send them free products for reviewing them. It will help increase the reach.
2.VideosaboutproductsorreviewsonYoutube/Vimeowillhelpuserstounderstandmoreabout
the product features.
3.Highdefinitionlifestylephotoshootoftheproductsmustbedoneinordertobeuploadedon
thewebsitesothatthecustomerscangetadetailedknowledgeaboutthedescriptionofthe
products (size, colour etc).
4.Thecompanyshouldexpanditsbusinessbyopeningaphysicalofflinestorebecausemostof
thepeoplepreferofflineshoppingofhomedecoratingproductsfromashowroomformany
reasons. It also helps converting visits into sales as it facilitates them touch and feel.
6.2 In Limofahr
1.MorefocusshouldbegivenonSearchEngineOptimizationofthewebsiteandtheblog.This
willincreasetherankingonGooglesearchwhichwillautomaticallyincreasethenumberof
visitors.
2.Userswhoarecurrentlyusingcompetitors’servicecanbeconvertedtoLimofahrCustomersby
usingtheforumsorreviewsitesandcomparingtheadvantages&benefitsthatLimofahroffers.
Segment Selection Target Customers Product Positioning Communication.
LEANPORT | Page 046
6.RECOMMENDATIONS TO THE DEPARTMENT
6.1 In Tempting home
ThecurrentMarketingStrategyisworkinguptothemarktogeneratetraffic(potentialleads)that
areconvertingintocustomers.TherearefewareasofimprovementwhichIsuggestcanbe
looked upon for more sales :
1.Thecompanyshouldcollaboratewithinfluencersonsocialmediawhohavealargenumberof
followers or send them free products for reviewing them. It will help increase the reach.
2.VideosaboutproductsorreviewsonYoutube/Vimeowillhelpuserstounderstandmoreabout
the product features.
3.Highdefinitionlifestylephotoshootoftheproductsmustbedoneinordertobeuploadedon
thewebsitesothatthecustomerscangetadetailedknowledgeaboutthedescriptionofthe
products (size, colour etc).
4.Thecompanyshouldexpanditsbusinessbyopeningaphysicalofflinestorebecausemostof
thepeoplepreferofflineshoppingofhomedecoratingproductsfromashowroomformany
reasons. It also helps converting visits into sales as it facilitates them touch and feel.
6.2 In Limofahr
1.MorefocusshouldbegivenonSearchEngineOptimizationofthewebsiteandtheblog.This
willincreasetherankingonGooglesearchwhichwillautomaticallyincreasethenumberof
visitors.
2.Userswhoarecurrentlyusingcompetitors’servicecanbeconvertedtoLimofahrCustomersby
usingtheforumsorreviewsitesandcomparingtheadvantages&benefitsthatLimofahroffers.
Segment Selection Target Customers Product Positioning Communication.
LEANPORT | Page 046
DIGITAL MARKETING | LEANPORT | 2018-20
7.CONCLUSION
MarketingStrategy&Planningisakeyfactorforthesuccessofanyproject,whatmycompany
mentor Asif Sir told me at the first day in the company.
The importance of planning is –
To facilitate goals achievement
To facilitate assessment
To reduce risks and loss
To make good decisions
To carry out job division
To determine opportunities and threats
Somycompanymentoralreadyplannedandassignedmetasksformetoexecuteduringthe
internshipperiod.Forthetimeperiod1.5monthsIdidnotonlylearnaboutareaofmyinterest–
DigitalMarketingbutalsohowtomakeaplanbasedondataandreportsthataregeneratedfrom
toolslikeGoogleAnalytics,.Ilearnedhowimportantitistomonitortasksoftheteam,also
howcanorganisationcansecureitsuseridandpasswordandgiveaccesstoalltheemployees&
the importance of Social Media in business today.
IpersonallythinkworkinginDigitalMarketingisnoteveryone’scupoftea.DigitalMarketers
havetobeupdatedwiththechangingtechnologywhichisproficientlyusedbytheircompanies
viz-a-vizthecompetition.Continuousinformationofwhatishappeningaroundtheworldin
terms of Events, Google Updates, Content Management, SEO, is required.
Leanportisstillinitsgrowthstageandyear-on-yeartheyareexpandingnotonlyintermsof
customersbutalsotheservicestheyprovide.Ifeelverygratefultohavethisdynamicworking
experience with Leanport which has opened the doors for me into the future of marketing.
LEANPORT | Page 047
7.CONCLUSION
MarketingStrategy&Planningisakeyfactorforthesuccessofanyproject,whatmycompany
mentor Asif Sir told me at the first day in the company.
The importance of planning is –
To facilitate goals achievement
To facilitate assessment
To reduce risks and loss
To make good decisions
To carry out job division
To determine opportunities and threats
Somycompanymentoralreadyplannedandassignedmetasksformetoexecuteduringthe
internshipperiod.Forthetimeperiod1.5monthsIdidnotonlylearnaboutareaofmyinterest–
DigitalMarketingbutalsohowtomakeaplanbasedondataandreportsthataregeneratedfrom
toolslikeGoogleAnalytics,.Ilearnedhowimportantitistomonitortasksoftheteam,also
howcanorganisationcansecureitsuseridandpasswordandgiveaccesstoalltheemployees&
the importance of Social Media in business today.
IpersonallythinkworkinginDigitalMarketingisnoteveryone’scupoftea.DigitalMarketers
havetobeupdatedwiththechangingtechnologywhichisproficientlyusedbytheircompanies
viz-a-vizthecompetition.Continuousinformationofwhatishappeningaroundtheworldin
terms of Events, Google Updates, Content Management, SEO, is required.
Leanportisstillinitsgrowthstageandyear-on-yeartheyareexpandingnotonlyintermsof
customersbutalsotheservicestheyprovide.Ifeelverygratefultohavethisdynamicworking
experience with Leanport which has opened the doors for me into the future of marketing.
LEANPORT | Page 047
DIGITAL MARKETING | LEANPORT | 2018-20
8.BIBLIOGRAPHY
●www.leanport.com
●www.temptinghome.com
●https://www.slideshare.net/shikh18/a-study-of-digital-marketing-services-summer-interns
hip-project
●https://www.cpcstrategy.com/blog/2019/04/sell-on-amazon/
●www.limofahr.com
●www.amazon.com
LEANPORT | Page 048
8.BIBLIOGRAPHY
●www.leanport.com
●www.temptinghome.com
●https://www.slideshare.net/shikh18/a-study-of-digital-marketing-services-summer-interns
hip-project
●https://www.cpcstrategy.com/blog/2019/04/sell-on-amazon/
●www.limofahr.com
●www.amazon.com
LEANPORT | Page 048
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