An

IPS REPORT

ON
Digital Marketing

Submitted By

AAYUSH

MANGWANI

20150025

in partial fulfillment for the award of the

degree of
B. Tech
IN
COMPUTER SCIENCE & TECHNOLOGY

DEPARTMENT COMPUTER SCEINCE & ENGINEERING

INSTITUTE OF ENGINEERING & TECHNOLOGY

MANGALAYATAN UNIVERSITY, BESWAN ALIGARH

May, 2019
 CERTIFICATE
This is so certify that this report entitled “DIGITAL MARKITING” by AAYUSH
MANGWANI (20150025), submitted in the partial fulfillment of the requirements for the
degree Bachelor of technology in computer science and engineering of the Mangalayatan
University, Aligarh.
During this academic year 2018-19 is a bonfire record of word carried out under my guidance
and supervision.

Name of Internal Project Guide Mr. SIVA

SHANKAR Sr. Digital Marketing Executive
Noida (External Examiner)

Mrs. Leena Dhruwa

(HEAD OF DEPARTMENT OF COMPUTER SCIENCE & ENGINEERING)
Institute of Engineering &Technology

Mangalayatan University, Beswan Aligarh-202145

iii
 Acknowledgement

The completion of this project will be incomplete without mentioning of few names .I takes this
opportunity to acknowledge the efforts of the many individuals who helped me to complete this
project. I want to express my heartfelt gratitude to Mr.Prasun Sarkar for giving me the opportunity
to do my internship project at Milmia Tech Pvt Ltd. The supervision and support that he gave
truly help the progression and smoothness of the internship program. I would like to thank Mr.
Shiva Shankar (project guide) for his support and guidance throughout the project study. The co-
operation is much indeed appreciated. Finally, I would like to thank my Institute CSE Department
of Mangalayatan University for making this experience of internship program .The learning from
this experience has been immense and would be cherished throughout life.

AAYUSH MANGWANI
(20150025)

iv
 Abstract

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, TV and radio advertisement. The rapid growth of Digital Marketing
Industry is a direct consequence of the global phenomenon that is the Internet, and effectiveness
of Digital Marketing channels in generating revenue and awareness. Compared to traditional
methods of advertising, Digital Marketing offers rather realistic costs (particularly important for
small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.

v
 TABLE OF CONTENTS

Certificate of Company ..................................................................................... ii

Certificate ......................................................................................................... iii

Acknowledgement ............................................................................................ iv

Abstract ............................................................................................................. v

Table of Contents ............................................................................................... vi

List of Tables ..................................................................................................... viii

List of Figures .................................................................................................... ix

About the Organization ........................................................................................ 1

Chapter-1Introduction.......................................................................................... 3

1.1 Introduction .......................................................................................... 4

1.2 Digital Marketing… ............................................................................. 6

Chapter-2LiteratureReview… .............................................................................. 9

2.1 Primary objective of theproject ............................................................. 10

2.2 Secondary objective if the project ......................................................... 10

2.3 Communication tools ........................................................................... 10

2.4 On-page ................................................................................................13

2.5 Off page ............................................................................................... 14

Chapter-3RequirementAnalysis ........................................................................... 15

3.1 Development tools and platform ........................................................... 16

3.2 Hardware requirement .......................................................................... 16

Chapter-4 Design and Implementation ..................................................................17

vi
 4.1 Contentmanagement ............................................................................. 19

4.2 Development ........................................................................................ 19

4.3 Online advertising ................................................................................ 19

4.4 Relationshipmanagement ...................................................................... 19

4.5 Campaignmanagement .......................................................................... 19

Chapter-5 TestingandDeployment......................................................................... 25

5.1 Business developmentprocess flowchart ................................................ 26

5.2 Process 1- Market analysis andMarketresearch ...................................... 26

5.3 Process 2- Data base creation ofclient .................................................... 27

5.4 Process 3-Coldcalling ............................................................................ 27

5.5 Process 4-Fixingmeeting........................................................................ 28

5.6 Process 5-Proposalmaking .................................................................... 28

5.7 Process 6-Projectcloser .......................................................................... 29

5.8 Targeting and Segmentation approaches for adigitalcampaign ............... 34

Chapter-6 ResultandConclusion ............................................................................ 39

6.1Learningoutcome ..................................................................................... 40

Chapter-7FutureScope ........................................................................................... 41

7.1 The powerofretargeting ...........................................................................42

7.2 Limitation andFutureresearch .................................................................. 43

7.3 Web analytics .......................................................................................... 45

References ............................................................................................................... 47

vii
 LIST OF TABLES:

1.1 Totalproposalmade............................................................................................... 29

1.2 Contentwritingdetails ........................................................................................... 30

1.3 Selecting Digital MediaMixQuality….................................................................. 35

1.4 Selecting Digital MediaMixTime .......................................................................... 35

1.5 Selecting Digital MediaMixFlexibility… .............................................................. 35

1.6 Selecting Digital MediaMixCoverage ................................................................... 36

1.7 Selective Digital MediaMixCost ............................................................................ 36

viii
 LIST OF FIGURES:

1.1 Trend inthemarket .......................................................................................................... 6

1.2 Business developmentflowchart ..................................................................................... 26

1.3 Scope of Digital Marketing career growth and its future aspectsinIndia… ................ 44

ix
 COMPANY PROFILE

About Milmila Technologies

Milmila.com is a VC funded B2B2C E-commerce platform based in Bangalore with a branch in New-Delhi,
India. Milmila.com is established in the month of September 2017 by PrasunSarkar, who is India‘s former
buyer operation head of Alibaba.com, one of the world‘s biggest E-commerce platforms. The other Co-founders
are from the cross-border B2B & B2C E- commerce platform over a decade of industry experience.
Currently millions of Indian retailers are experiencing difficulties for sourcing the right product locally and
globally. The number of retailers is growing fast in the milieu of E-Commerce in India.sourcing problem for
pan India SME retailers (Online & Offline) and empower the retailers with innovative products with better
quality & design. We are also dedicated to enabling the retailers to have on-demand sourcing of product locally
and globally.
Milmila.com is taking the initiative to solve the

Vision
Our vision is to set the high standards for Digital marketing & Technology around the world across
all industries through hard work, innovation and creativity until the preferred outcome is achieved.

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 CHAPTER- 1: INTRODUCTION:

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e
 1.1 Introduction
Digital marketing companies follow a standard process of approaching clients. There are certain
steps which cannot be altered or skipped. These are followed in sequences and executed after
evaluating the process again and again. In digital marketing your team should be strong enough to
deliver what your client expecting, as under digital marketing everyone work is interconnected
and with a team only one campaign can getready.

It was an amazing experience working virtually and on field. I came to many new terminologies
of digital marketing, corporate world etc. The project contains the task which has been done by
me during my internship as well as what I have learnt fromit.
In general, marketing means creating value for its product or service. Advertising in business is a
part of marketing communication that is used to encourage or manipulate and communicate our
audience to take or continue to take some action.

Advertising is normally done by a third party known as advertising agency. An advertising

agency is a service-based business dedicated to creating, planning, and handling advertising for
its clients. An ad agency is independent from the client and provides an outside point of view to
the effort of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients. Types of ad agenciesare

 Full-service agencies

 Creativeagencies

 Specializedagencies
 In-house agencies

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  Digital agencies or new mediaagencies

This report is completely discussing about digital or new media agencies. There was a time when
Television was the most popular medium for Marketer to promote, spread awareness and generate
leads for their products but now the trend has changed, and Digital media has taken its place.
Main reason for this changewas

 Traditional methods are expensive. Compared to digital marketing channels, you could
end up spending thousands of dollars more. In this report, an example is given based on
thisissue.
 Traditional marketing channels fail to provide instant feedback and reports about who saw
or heard an ad and took action. This data is collected long after the initial ad impression is
made (and still then, the statistics are far from exactnumbers).

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.

Digital marketing is defined as ―marketing that makes use of electronic devices such as personal
computers, smart phones, cell phones, tablets and game consoles to engage with customers.
Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and
mobile) and social networks‖.
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it‘s
wrong. Digital marketing revolves around the Internet, which explains why people tend to believe
that digital marketing and Internet marketing are synonymous. Nonetheless, they are different.
Internet marketing falls under the category of digital marketing. Internet marketing encompasses
digital marketing services such as search engine optimization, display advertising, and email
marketing.

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DIGITAL MARKETING
Meaning:
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, tv and radio advertisement .

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon
that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and
awareness. Compared to traditional methods of advertising, Digital Marketing offers rather
realistic costs (particularly important for small- and medium-size businesses and start-ups),
accurate targeting and excellent reporting.

DIGITAL MARKETING CHANNELS

1. SEO (Search EngineOptimization)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid ("organic") search results. SEO may target different
kinds of search, including image search, local search, video search, academic search, news search
and industry-specific vertical search engines.

6|Page
 As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content, HTML
and associated coding to both increase its relevance to specific keywords and to remove barriers
to the indexing activities of search engines. Promoting a site to increase the number of back links,
or inbound links, social book marking, directory submission is another SEOtactic.

2. SEM (Search EngineMarketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or
rewrites website content to achieve a higher ranking in search engine results pages, or use pay per
click listings.

SMM (Social Media Marketing)

Social media marketing is the process of gaining website traffic or attention through social
mediasites.
Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it across their social networks. The resulting electronic word of
mouth refers to any statement consumers share via the Internet (e.g., web sites, social networks,
instant messages, news feeds) about an event, product, service, brand or company. When the
underlying message spreads from user to user and presumably resonates because it appears to
come from a trusted, third-party source, as opposed to the brand or company itself, this form of
marketing results in earned media rather than paid media

Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to express
and share an opinion or an idea somewhere along the business‘s path to market. Each
participating customer becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to successful social media
marketing.

Tracking individual behavioral metrics online, including past purchases, searches, page views,
and more, yields useful information for businesses to apply to digital marketing strategies. By
eliminating the need to make sweeping assumptions about sizable demographics, which would
result in much more general and less effective campaigns, engagement marketingpersonalizes
7|Page
 brand experiences. As a result, customers feel more welcome, appreciated, and valued by
businesses, thus improving the chances these individuals will become brand loyalists and
advocates. With digital marketing added to the marketing mix, engagement with consumers
becomes more consistent and continuous throughout the customer lifecycle because campaigns
are optimized to be omni-channel. This means they exist in more than one format for customers to
easily view via mobile, desktop, or tablet throughout the day. An omni-channel approach
increases the likelihood a customer will respond positively to a campaign‘scall-to-action

The successful completion of this internship indicates that the future of marketing is in the hands
of digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era, marketer is not the
custodian for a brand; people who are connected across the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media‘s. More than that customers are highly information
seekers and digital media is the only platform for two way communication between brands and
customers. Digital media is the best platform to convert a product to a brand. Because it is more
cost effective and it provides lot of touch points to marketer. Brands can able to engage their
target group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups. The research
focused on the how digital marketing works. Consumers are highly information seeker and they
will do research about a product before going to a retail shop. Therefore, brands want to give
platforms to consumers to understand their product or to get a really feel of that brand. Ihonestly
believe that this project report will be at most useful for marketers to understand the digital marketing and
also to plan for future strategies. I conclude my research by quoting again that ―Brands must pursue digital
platform‖

8|Page
 CHAPTER- 2: LITERATURE REVIEW:

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 Primary objective of the project:
1. Create a Social Media Marketing Plan for College based on data gathered from
high school seniors that have been accepted to College and are meeting with an
Academic Advisor to register for freshmenlevel.
2. College classes. Data will also be gathered from these students‘ parents. Data
gathered will shape the development of a social mediaplan.

Secondary objective of the project:

1. Provide data to Utah higher education institutions about how to more effectivelyusing
social media communication with high schoolseniors.
2. Gain a better understanding about how high school age students view social media
communication from colleges anduniversities.
3. Provideothercollegesanduniversitieswithhelpfulcommunicationtoolsand
information about the way high school students use socialmedia.

Communication Tools:
Blogs: A blog (a portmanteau of the term web log) is a discussion or informational site published
on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse
chronological order (the most recent post appears first).
Examples: Blogger, Expression Engine, Word Press, Xanga
Microblogging: a broadcast medium in the form of blogging. A microblog differs from a
traditional blog in that its content is typically smaller in both actual and aggregate file size.
Microblogs "allow users to exchange small elements of content such as short sentences,
individual images, or video links". These small messages are sometimes calledmicroplots.
Examples: Twitter, Tumblr, Google Buzz
Social Networking: An online service, platform, or site that focuses on facilitating the building
of social networks or social relations amongpeople
Examples: Facebook, LinkedIn

Collaboration/authority building.

Wikis: is a website which allows its users to add, modify, or delete its content via a web browser
usually using a simplified markup language or a rich-text editor.
Examples: Wikia, Wikimedia, Wikispaces, PBworks
Social bookmarking or social tagging: is a method for Internet users to organize, store, manage
and search for bookmarks of resources online.
Examples: Delicious, Google Reader, StumbleUpon
Social News: websites where users submit and vote on news stories or other links, thus determining
which links are presented.
Examples: Digg, Mixx, Reddit

10 | P a g e
 Multimedia
Photography and art sharing: are the publishing or transfer of a user's digital photos online, thus
enabling the user to share them with others (publicly or privately).
Examples: Flickr, Picasa, SmugMug, Pinterst
Video Sharing: Web sites that lets people upload and share their video clips with the public at
large or to invited guests.
Examples: YouTube, Openfilm
Live casting: Any kind of audio or visual sharing that is done over the Internet.
Examples: Skype, Google Talk, TV

Blog
Snow College will maintain a student run blog. The purpose of the blog is to profile the students‘
experience.
One blog will be posted per week
Students will submit blogs posts to a filtering committee. The committee selects one blog post per
week and pay contributing students.

Facebook
Facebook will be updated at least 2 times per week
Updates will be relevant to the email schedule and/or campus events or other noteworthy
situations. Photo and video are preferable for updates as often as possible
Students will be hired to work two hours a day Monday-Friday to monitor questions or other
integration via Facebook and also follow any buzz or relevant info to Snow College.
Monthly measurement will be based on increase subscription and followers‘ numbers on all social
media platform and will be measured at the end of each month.
Facebook- Increase ―likes.‖ Increase at least 20 new ―likes‖ per month
YouTube- Increase ―subscriber.‖ Increase at least 10 new subscribers per
month.
Blog- Increase page views. Increase at least 50 new page views per month.
Gaining Active Users
YouTube
Snow College YouTube Channel will produce one student made video per week. Video will come
from video production classes.
41 Weekly YouTube video will also be hosted on home page (snow.edu) for one week at a time.
A series of how-to video will be added on every step necessary for a perspective student to get to
Snow College. Videos will be used in email communication with perspective students.

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 How-to Videos:
 AdmissionsApplication
 Applying forScholarships
 Academic
 Departmental
 Private
 Diversity
 Athletic
 Leadership
 CampusVisit
 FindingHousing
 Registration

To finish my master‘s coursework, I decided to do a project for my capstone because of the

hands-on nature that is associated with a project-based capstone. It has been a goal of mine
throughout the master‘s program to incorporate as many hands-on experiences as possible into the
academic curriculum. I recently completed an internship where I was able to incorporate
knowledge, I gained in the program into a practical setting.
I am grateful for the things I have learned over the past few years and hope this information will
assist me in achieving great things as I move forward in my life. In this project I worked with
Snow College to create a social media marketing plan. Currently, Snow College has a formal
marketing plan in place, but has yet to develop a formal social media aspect to its marketing
strategy. Although Snow College has used social media tools in efforts to communicate with
prospective students, they have only been used loosely with no real consistent or strategic
approach. The development of a social media plan will improve communication and marketing techniques
to Snow College‘s target audience.
I would like to clarify and improve upon the how and why social media is being used specifically
for the recruitment efforts at Snow College. Over the past few years the popularity and growth of
social media has fascinated me. Initially, I was intrigued by how so many people flocked tosocial
media sites for variousreasons.
However, the area of the social media boom that has drawn most of my attention is the immersion
and growth of social media within businesses and higher education for marketing purposes. I have
long been skeptical of the true value that comes from an organization putting time and resources
into sites like Facebook to market themselves.
As I‘ve tried to catch the vision of what everyone around seemed to see and understand about
using social media to better market organizations, I decided I wanted to find out for sure. It
started with a conversation and question to every person I felt may be able to enlighten me on the
matter.
Many people have told me how social media is necessary for all new marketing practices, but all
12 | P a g e
 failed to provide any support with their explanation.
Web searches followed with similar results. It seems people all around me, and the search engines
I explored all gave me what I had been hearing all along, ―social media is a must for your
marketing or you‘ll be left behind.‖ And yet I could not find any concrete reason why it was so
necessary or if it was working to improve marketing. Eventually the frustrations of not
understanding why everyone was jumping into social media marketing led me to this project idea.
Through the course of the project, I gathered data from high school seniors who were registering
for their freshman year at Snow College, along with many of their parents. The created survey
was used to help understand both student and parents prospective on social media. This data was
then implemented, along with research to create the social media marketing plan. As much as I
would love to study an in-depth analysis of social media marketing across many different types of
organizations, I decided to focus on higher education, specifically with Snow College and its
marketing.
After gathering the data, I was also asked to present at a conference of admissions and recruiting
personnel from all the different higher education institutions. The experience was enlightening. I
will report more on the conference in the conclusion.
The process has been exciting, exhausting, mind-opening, frustrating and rewarding, but I feel
that I have successfully accomplished the objectives and goals I set out tocomplete.
Social media in the general field of education has been approached with some caution. The use of
technology in education is ever growing popular among teaching professionals through platforms
such as e-learning, but many in the education field have not yet harnessed many potential
opportunities of using social media. This reluctance on behalf of educators is partially due to the
challenges of merging an open-ended social media world into a rigid structure of the learning
environment
A website content writer or web content writer is a person who specializes in providing relevant
content for websites. Every website has a specific target audience and requires a different type
and level ofcontent.
Pay-per-click marketing is a way of using search engine advertising to generate clicks to your
website, rather than ―earning, those clicks organically.

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking
websites as a marketing tool. The goal of SMM is to produce content that users will share with
their social network to help a company increase brand exposure and broaden customer reach.

Websites rank better because of a powerful web marketing technique. Description of Project with
some Basic Steps:
• Edit Website throw Codes for On-page SEO:-
1. HTML
2. CSS
3. PHP

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 • Search Engine Optimization (SEO) and (SMM) for Off-page:-
1. SelectKeywords
2. Bookmarking
3. Classified
4. Directory
5. Sharing
6. Pressrelease
7. Blogging
8. ArticleSubmission

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 CHAPTER- 3: REQUIREMENT ANALYSIS:

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 1. DEVELOPMENT TOOLS AND PLATEFORM

• Windows10

• Internetexplorer

• Chrome

• MozillaFirefox

2. HARDWAREREQUIREMENT
• Intel corei5

• 8.00 GBRAM

• 500 GB Harddisks

• 2.20 GHzprocessor

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 CHAPTER- 4: DESIGN AND IMPLIMENTATION:

17 | P a g e
 To finish my master‘s coursework, I decided to do a project for my capstone because of the
hands-on nature that is associated with a project-based capstone. It has been a goal of mine
throughout the master‘s program to incorporate as many hands-on experiences as possible into the
academic curriculum. I recently completed an internship.
Where I was able to incorporate knowledge, I gained in the program into a practical setting. I am
grateful for the things I have learned over the past few years and hope this information will assist
me in achieving great things as I move forward in my life.
In this project I worked with Snow College to create a social media marketing plan. Currently,
Snow College has a formal marketing plan in place, but has yet to develop a formal social media
aspect to its marketing strategy. Although Snow College has used social media tools in efforts to
communicate with prospective students, they have only been used loosely with no real consistent
or strategic approach. The development of a social media plan will improve communication and
marketing techniques to Snow College‘s target audience.
I would like to clarify and improve upon the how and why social media is being used specifically
for the recruitment efforts at Snow College. Over the past few years the popularity and growth of
social media has fascinated me. Initially, I was intrigued by how so many people flocked tosocial
media sites for variousreasons.
However, the area of the social media boom that has drawn most of my attention is the immersion
and growth of social media within businesses and higher education for marketing purposes. I have
long been skeptical of the true value that comes from an organization putting time and resources
into sites like Facebook to market themselves. As I‘ve tried to catch the vision of what everyone
around seemed to see and understand about using social media to better market organizations, I
decided I wanted to find out for sure. It started with a conversation and question to every person I
felt may be able to enlighten me on the matter.
Many people have told me how social media is necessary for all new marketing practices, but all
failed to provide any support with their explanation. Web searches followed with similar results.
It seems people all around me, and the searchengines

I explored all gave me what I had been hearing all along, ―social media is a must for your
marketing or you‘ll be left behind.‖ And yet I could not find any concrete reason why it was so
necessary or if it was working to improve marketing. Eventually the frustrations of not
understanding why everyone was jumping into social media marketing led me to this project idea.

Through the course of the project, I gathered data from high school seniors who were registering
for their freshman year at Snow College, along with many of their parents. The created survey
was used to help understand both student and parents prospective on social media. This data was
then implemented, along with research to create the social media marketing plan. As much as I
would love to study an in-depth analysis of social media marketing across many different types of
organizations, I decided to focus on higher education, specifically with Snow College and its
marketing.
After gathering the data, I was also asked to present at a conference of admissions and recruiting
personnel from all the different higher education institutions in the state of Utah. The experience
was enlightening. I will report more on the conference in the conclusion. The process has been

18 | P a g e
 exciting, exhausting, mind-opening, frustrating and rewarding, but I feel that I have successfully
accomplished the objectives and goals I set out to complete.
Social media in the general field of education has been approached with some caution. The use of
technology in education is ever growing popular among teaching professionals through platforms
such as e-learning, but many in the education field have not yet harnessed many potential
opportunities of using social media. This reluctance on behalf of educators is partially due to the
challenges of merging an open-ended social media world into a rigid structure of the learning
environment.
When referring to higher education Rae Goldsmith, vice president of advancement resources at
CASE (Council for Advancement and Support of Education),
explained, ―Social media is something that professionals in all disciplines—fundraising,
Relations, communications, marketing, advancement services—are struggling
with. It‘s a universal advancement issue‖

 Content Management: We manage contents like image, link, video posts for Facebook,
Twitter and Google+. Here it also includes copy writing for the post and post creative
creation.

 Development: The word ―Innovation‖ means a lot in our company. Our pool of
developers works fast and deliver top end solutions. From a simple landing page to an
extensive three-dimensional browser game, we are capable of delivering themall.

 Online Advertising: We are always making sure that our contents are good enough to add
a value to the timeline of the people the moment they come across it. In Addition, on the
other hand we have the ‗difference maker‘, which we call Media Campaign Management.
With this magical power we can predetermine who do we want to see our contents, when,
how many times, in which touch points, andeverything.

 Relationship Management: We like to think of ourselves as the voice of the brands we

work for. We ensure that we understand what our clients are all about, through and
through; and do the regular talking with the customers in a way that would not only earn
and maintain goodwill for our clients, but also drive business conversions from the
satisfiedcustomers.

 Campaign Management: We run several types of campaigns in order to get more likes,
people talking about this, impression and reach. We maintain the campaign with our own
strategies. These campaigns can be competitions arranged to engage online customers and
give better brandexperience.
Main responsibility of this department is analyzing the industry and digital media for clients, formulating
strategies and executing them based on the objectives of client. This whole process consists of 18 steps,

 Brief: Brief given by the client based on their marketingobjective.

 Pitch Presentation: Presentation made by us for client based on the brief, byanalyzing
19 | P a g e
 industry and digital media. Mostly used for new clients.

 Proposal: Proposal put forward by cookie jar including campaign objective, target
market, strategy, approaches, estimated cost andoutputs.

 Review: Reviewing the proposal of Cookie Jar byclients.

 Revisednegotiation:Ifclientshaveanyproblemwithproposal,weneed torewritethe
proposal and makenegotiation.

 Final proposal: Proposal which finally put forward to clients byus.

 Approved: Final proposal need to get approval from client, otherwise we will loseclient.

 Estimate Signed: It‘s a contract between client and CookieJar.

 Release Order: Order which submitted to vendors for buying space and placingads

 Creative: Executing the idea or plans of campaigns in to final formats like banner,
websites...Etc.

 Run Campaign: Starting the campaign by placing ads banners, videos, face bookcontest,
Facebook page managing...Etc.

 Reports: We collect report from operationdepartment.

 Compile:After gettingallreportsfromthem,wecompilethosereportsforsubmitto
clients.
Generating Content

Content is the key to success social media. Without effective content active social media user will
disappear. Content for all social media platforms should be based on the followingguidelines:

1. Relevant and Valuable Information. The information provided should help social media
users with what they are seeking. Begin content creation with the prospective Snow
College students in mind. What information will that person find most valuable?
Information on getting accepted, how to complete an online application, commonly asked
housing questions, where to find the best deal on book, and so on. Ensure that the
information is consistent and relevant to the 35audience.

2. Images are highly effective and should always supplement writtencontent.

3. Stand out and help attract attention and understanding tocontent.

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 4. Unique Making: the content unique no only demonstrated the uniqueness of Snow
College, but also keeps users engaged. Regurgitated content in uninteresting and easily
dismissed asunimportant.

5. Share Worthy: Content that carries social value will be interesting enough for current
users to share or pass on to others. Shared content is how connect goes viral and how to
best increase activeusers.

Marketers need to accept that and get used to statistical values, as opposed to absolute values,
which require a major shift in mindset. Measurement will improve over time, but it may never be
as clean as the cookie. In place of the cookie, the industry is looking for a new secret sauce, which
will likely come from stitching together many data sources across multiple devices to build
unique targeting IDs. Registration data is one component that will likely go into this new profile
ID, giving players like Google, Twitter, Facebook and Yahoo an upper hand through their access
to user data. But other cross-device identifiers will have to go into this new ID to create a robust,
yet privacy-friendly, picture of an audience. The industry needs an ID gumbo, layered with
several small ingredients, yielding a combination that works much better than its individual parts.
There are a lot of data points to choose from, including the mobile channel in app or Web, app
category, platform, carrier, and device type and device screen size, among others. The cookie is
simple and easy, but that simplicity has meant that the industry hasn‘t tried to push the technology
to do more. This new stitched-together ID is I t seems silly to think that mobile web usage caught
the advertising industry off guard. Existing ad companies, be they agencies or ad tech, were
soentrenched in their ways that to just serve ads on mobile devices required a whole new batch of
companies to enter the space. The agency model was stuck on the concept of cookies anddesktop
tracking, and mobile swept right in and started stealing traffic. So agencies stuck mobile in a silo, and now
they‘re desperately trying to figure out how mobile can become part of a larger plan, rather than its own
unique line item. Perhaps the only way to do that is to abandon the cookie. The No. 1 reason why agencies
still struggle with mobile is that it‘s not cookie-based. Cookies became the default measurement
mechanism, or at least the one we have come to understand so well, so many agencies built their entire
digital strategy around cookie targeting. Cookies make tracking easy, but they‘ve spoiled marketers,
agencies and ad tech companies for some time. Despite the predictions, cookies aren‘t necessarily dying.
Their value, however, is diminishing. Mobile introduces a new level of complexity where strategies as
simple as remarketing are much harder to execute. Mobile tarThe Agency Paradigm Undermines Mobile
CHRISTOPHER HANSEN, ADEXCHANGER less precise than a cookie, which is good from a privacy
standpoint, but it has more data points, creating a robust profile that retains its richness across devices. In
the meantime, ad tech has led the effort to pull mobile out of silos by advancing the data science
andsystems behind it. Consolidation is accelerating at the same time as display and search companies both
try to make mobile part of their core offerings. Mobile will be fully integrated into display and search
within the next two to three years, but agencies must lessen their reliance on cookies before then. The shift
is comparable to the electric car. Electricity is more efficient and better for the environment than gas.
While nearly every manufacturer has a hybrid model, we are only just starting to see this shift, although
automakers haven‘t yet abandoned gas to go all-electric for every model. In the end, agencies don‘t really
have a choice but to navigate the pain and get to a point of deeper understanding. The bottom line is that
consumers are shifting their Web surfing away from the desktop and toward their mobile devices.
Marketers have come to expect data-driven marketing across platforms with some level of personalization
and localization. Cookie based models simply won‘t cutit.

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 Agencies & Tech: Better Out Than In?

Holding companies and their agencies do a lot of things very well (which explains the enormous
number of awards they give to each other every year). Whether it‘s amazingly creative, multi-
faceted campaigns, expertly-timed tweets, or well-thought out advertising strategies – agencies
constantly push the envelope and help their clients tell stories and influence audiences. What
about technology, though? As in big, complex advertising platform technology? Should agencies
and holding companies build their own tech? Well, as a CEO of an ad tech company who has
lived both inside and (now once again) outside the holding company world, I feel I have some
insights to share on the topic. I have been getting the question, ―why did you go independent?‖
quite a bit. Now, don‘t get me wrong – our company, IgnitionOne, benefited in a lot of ways from
being a part of one of the fastest growing agencies in the world. However, our technology existed
(though was less evolved) even before we were acquired, back in January of 2010. For the most
part, we existed as independently as possible from within the agency; but as a technology insuch
a situation, you run up against limitations. For us, our technology is ideal for large agencies and their
clients, but we continually faced difficulties reaching that audience due to perceived conflicts of interest.
So, while even if we had the best solution (which we believe we did and still do) we were limited in our
potential. For an agency, does it make sense to invest the time, money and resources to create an industry-
leading cohesive technology? Is there the drive to invest the money needed? Are there the skills internally
to shepherd a technology to lead the industry? Most often (but not all the time) the answer is ―no‖, but this
is not a bad thing. Holding companies have strong core competencies and the need to invest in their people
and expansion. These competencies and investments do not necessarily translate into a fertile ground for
technologies with a goal of leading the entire market. So, agencies and holding companies should leverage
technology from external vendors, right? Yes, but what often happens is that this results in not just getting
a single technology for a media channel, but getting several. Agency teams must then learn to use and
juggle multiple technologies for every channel, including multiple demand-side- platforms, search
platforms, crosschannel attribution platforms, as well as all of the emerging media management and
optimization solutions. This does not create efficiencies and does not better serve customers. Technology
should make the agency more efficient in order to pass those efficiencies (read: savings) onto the client. By
selecting and partnering with the best independent technologies, an agency can gain efficiencies, increase
stability and drive better results for their clients. I‘m not even saying that the agency is required to go with
an integrated stack that does everything (though it‘s not a bad idea). I am saying that picking the best tech
for each channel is an improvement on either trying to build everything internally, or by using every tech
under the sun. Agencies and holding companies need to do what they do best and focus on being strategic,
and doing the right thing for their clients. Independent technology providers can make the necessary
investments and agencies can choose the solutions that best meet the needs of their brands. When we all
(holding companies, agencies and tech vendors) focus only on doing what is best for our clients, good
thingshappen.

Distinctly different from other traditional marketing channels, such as mail or email, is social
media‘s interactive nature; that is the ability for users to provide responses or content to the
communication that comes from an original source (Ha & 8 James, 1998). The high school senior
has become accustomed to the conveniences of having instant access to information and
communication by means of the Internet and cell phones. Social media provides a communication
platform to connect with this audience quickly and easily, whereas email, standard mail and
others means of communication simply don‘t accommodate for immediate enough access. For
exampleLewis,Pea&Rosensaidthefollowing(2010):Forexample,onestudentdescribedhow
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 for her generation ―email is too slow‖. Obviously she is not talking about the technology, but her
own attention economy, within which there is no surplus to be spent on checking communications
that are disconnected from her favorite social networking site, where ‗important things may be
happening‘. (p. 355-356) The discernment between consumer and producer is quickly growing
more blurred with social media. The obscuring of the two once definitive terms has resulted in a
new concept call ‗prosumer.‘ Prosumer describes the users‘ or consumers‘ ability of gaining control over
the content being distributed by the producer. (Toffler, 1980). Bain and Company (2011) found that more
than sixty percent of internet-connected individuals in the United States are engaged in social media
platforms every day. The ability for consumers to have speedy access to information has made consumers
more demanding. Expectations have evolved to include real- time customer service as well as rapid
responses to customer questions through online feeds. The shift to customer empowerment brings with it
enormous opportunity and risk. Leaders in social media understand the need for change in order to ―pursue
integrated social media strategies, with a more holistic assessment of the value that social media can create
across the 9 businesses, and with efforts directly tied to strategic business objectives‖ (Barry, Markey,
Almquist, &Brahm, 2011, p. 3). Survey‘s done by Bain and Company show that customers engaged with a
company through social media will spend forty percent more annually with that company than other
customers that are not engaged through social media (Barry, Markey, Almquist, &Brahm, 2011). The
control consumers have taken and received from social media has evolved expectations among consumers
that cannot be fulfilled through traditional media types. This change in market expectation has prompted
change in organizations to determine the types of new media platforms that provide their target audiences
the most media gratification (Lin, 2001). Social media users tend to use more than one source or type of
social media as a way of communication (Quan- Haaseet al., 2002). While one type of social media may be
preferred, this does not suggest that other forms of social media will be replaced. The social media use
takes the numerous types of social media tools they use and combines them into ‗bundles‘ of media uses
(Baym, Zhang, &Lin, 2004; Quan- Haase, 2007; Squires, 2003). Current data surrounding social media as a
marketing tool among higher education institutions is conflicted. Much of the data supports
implementation (often as a primary form of communication with prospective students) of social media in
marketing plans. While other data suggests that college and university social media plans are not
effectively reaching the students they are hoping to reach with social media. The results from the survey,
along with the literature review will influence the strategies in developing a social media marketing plan
forCollege.

Will Need For Transparency Drive Ad Networks Out Of Business?

Nnetworkshave always faced scrutiny in the ad tech world for a variety of reasons. There were
complaints of too many ad networks, then not enough of them; concerns of high margins, opacity
and unsavory inventory. But since the late ‗90s, ad networks have weathered and adapted to every
economic and technologic storm, and the successful players are still growing. In fact, I believe the
explosion of programmatic media buying has made them indispensable for marketers looking to
drive performance for their brand. However, many still insist that ad networks are on their last
legs. There is talk that data management platforms (DMPs) and demand-side platforms (DSPs)
are the new tools that will finally kill networks, because they provide somethingnetworks
supposedly lack: transparency. These new platforms take advantage of marketers‘ desire for transparency.
But, marketers need to ask themselves if this ―transparency‖ is really only an illusion of control, and if they
possess the right analytical and operational skill sets to leverage these tools successfully in the first place.
At the center of the discussion surrounding ad tech transparency is the issue of pricing. The proposition of
aselfserviceDSPorDMPistogivemarketerscontrolofallthemediabuyinglevers,andtoprovidethem

23 | P a g e
 with a clear view of what they‘re paying for each impression. The players condemning ad networks would
have you believe that on the other side of the transparency spectrum, ad networks are black boxes making
aprofit off of arbitrage and heavy markups. That sure sounds sketchy, but it‘s not the case. The network cost
isn‘t the result of surreptitious markup, but of the bundling of services that go along with the media buy.
Networks do not function in the same way as DSPs or DMPs because there is a clear difference in how the
services are packaged – networks sell targeting, data, RTB technology and media together. While many
technology types (DSPs, networks, etc.) programmatically access and buy from the same display
inventory, each company evaluates the media differently using its own unique process and algorithms. The
efficiency of determining where, when, what ad to serve, and more importantly how much to pay for it, is
affected by the technology‘s ability to use a combination of algorithmic and manual optimizations to
interact with data in a holistic way. Separating each of these elements may look cheaper on paper, but
marketers need to consider what the final costs are once the time and efforts have been put in to reach the
same actionable results. Let‘s say the marketer is a homeowner looking to remodel his/her home. The
homeowner can hire an architect and a contractor, or he/she can do it themselves to cut costs. Many who
go the latter route fail to factor in time and other costs besides materials, in the endthe project may cost the
same and the DIY-effort often doesn‘t look as good as a professional job. Homeowners are always advised
to be careful where they cut corners - and the same goes in media. This is important, because as much as
marketers gripe about the cost of media, they rarely judge partners on the upfront cost alone. At the end of
the campaign, return on ad spend is the most significant criterion on which marketers are judged. Whether
the media is purchased on a costper-click model or flat fee, it doesn‘t matter. It‘s all a math exercise. The
true mark of success for a direct response campaign is whether a partner had better return than everyone
else on the media plan. For all the marketing and buzzwords that ad tech companies use, performance is
what matters. Networks may have previously worked within the flat CPM model, but the idea that network
costs are shrouded in a black box is no longer relevant. Networks that have evolved over the years are
flexible in their pricing models and do provide various levels of pricing transparency. Much like a DSP,
networks can show marketers the variability in the bid pricing landscape for each campaign. Although
networks and DSPs strive for the same end goal for marketers, the differences between them lie in the
unique paths they take to get there, the additional service provided by networks and the corporate brand
positioning/packaging surrounding each company. Another misguided transparency stereotype for ad
networks is about ―premium‖ inventory. The perception is that ad networks offer little insight into their
inventory and cannot provide brand- safe environments, while DSPs allow buyers to dictate what is
premium and what they want to pay for it. We seem to be missing the point that ―premium‖ is not defined
by the buyer orseller,
but by the consumer sitting on a page with content. Only they can determine what is truly premium
content. Furthermore, most technologies employ some level of ad verification and URL blocking to
alleviate concerns over risky sites and ensure well-lit ad placements. The technology has evolved to
address all of these concerns. The negative ―ad tech chatter‖ and branding behind some of the ad tech
companies in our space have led some mar keters to believe that networks are bad, that transparency is
lacking and that tighter data controls are necessary. All this does is breed fear and distrust in the ad tech
industry. Transparency – or ad tech‘s definition of it – doesn‘t matter if there is no return on investment.
Media buying is not a matter of access, but of knowing how to connect with audiences. Regardless of who
implements the service, advertisers need someone to sort out audience and data, and attach those insights
to media placements to generate positiveresults.

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 CHAPTER- 5: TESTING AND DEPLOYMENT:

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 BUSINESS DEVELOPMENT PROCESS FLOWCHART

It is a standard Business Development process followed by the company and ask me to follow, it
is basic process followed by every startup company in order to approach a client‘s initially.
Sometimes they may send teaser E-mailer of a similar domain to the clients before approaching
them.

Market analysis Database creation

and market of clients
research

Fixing meeting

Cold calling

Proposal making Project closure

for clients

PROCESS 1 – MARKET ANALYSIS AMD MARKET RESEARCH

Market research is any organized effort to gather information about target markets or customers.
It is a very important component of business strategy.

The first step of business development process is to know your target audience well before
approaching them. The main objective behind the market analysis and research of target audience
is to know their online presence and how active they are on web. Market research also helps to
estimate the online marketing opportunities of different sectors over the periods. The intense
research is required while studying the online habits of different sectors keeping competitors in
mind.
The proper market research makes your task easier while talking to clients as you know about them well
in advance, which help you to answer their question. And can better explain the clients how they can use
web as a medium of approaching the customers in a short span oftime.

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 Market Research includes research about the different sectors. Currently we are targeting on
Travel, Real Estate Sector, Education sectors, Fitness, jeweler in Pune. It includes study of digital
habits of the target sector, their online presence, their online need, etc.

After market research comes the database creation.

PROCESS 2 – DATABASE CREATION OF CLIENTS

The second step is database creation; once the market is analyzed the database of sector is created
for a company treasure for future.

Database creation includes recording the details of the clients like company details, their online
presence, concerned person from marketing department and their contact details.

During my internship I have created almost six different sectors database as company wants to
target different sectors for exploring themselves.

PROCESS 3 – COLD CALLING

Cold calling is the sales process of approaching prospective customers or clients—typically via
telephone, by email or through makinga connection on a social network—who were not expecting
such an interaction. The word "cold" is used because the person receiving the call is not expecting
a call or has not specifically asked to be contacted by a sales person. A cold call is usually the
start of a sales process generally known astelemarketing.

The next step is cold calling. It includes contacting the concerned person, explaining him/her in
brief about the organization, conveying that person how digital marketing is helpful for their organization
to achieve online presence, traffic, leads and branding.

My company guide shared a call script with me and also explained me how to talk, what to talk,
the way we should talk to concern person. He also explains how to get a concern person number
(director or marketing person) from the office people.
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 The main objective of cold calling is to fix the maximum meetings with a concern person so that
further points can be discussed in detail with them.

Cold calling is a first interaction with a concern person and everyone knows first impression is a
last impression. He taught me the way how first impression is made.

During my internship total numbers of calls made by me was 82, calls to real estate sector and
fitness sector.

PROCESS 4 – FIXING MEETINGS

The next step is fixing meeting, it stages little critical for a startup, convincing the clients and ask
them to meet you is biggest challenge, But that‘s a feel of work. Talking to different people of
different traits was a good experience and successfully fixes the 8 meetings out of which 3 was
attended by me and 1 was converted.

Actual meeting gave you the reality check where you are when your clients know everything,
shoots the too many questions and ask you how you are better than other. At that time, you
understand the difference between the dorm rooms to the boardroom.

PROCESS 5 – PROPOSAL MAKING

The fifth step is proposal making once meeting is done with a concern person where the various
aspects has been discussed already, and the client requirement can know accordingly the proposal
is made for them enlisting all his requirement related to digital marketing. Proposal includes
following details:

a) Services needed by the client. These services include SEO, SEM, SMM, ODA, ORM,etc.
b) Proper segmentation and targeting according to sector. E.g. If an MBA Education
Institute wants digital marketing services for branding, promotion and lead generation,
then our target market would be, students who have completed their graduationand

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 professionals with 2-3 years of experience who can opt for Executive MBA.
c) Detailed explanation of how we will be providing them eachservice.
d) It also includes the pricing details of theservices.

PROCESS 6 – PROJECTCLOSURE

The final stage is project closure; if all the stage works that means you are close to crack the deal.
Once the deal is cracked the further decision are taken like, preparing the strategies for the same
as per the client‘s requirement or the digital marketing channels choose byhim/her.

Company make a roadmap or a weekly /monthly plan of each channel separately and get the
approval from the client to execute the plan and once it approved the plan actually come into an
action.

ANOTHER TASK DONE WAS……….

CONTENT WRITING
Content writing like any other form of writing requires in depth knowledge and great skill. The
success of any write-ups depends on the quality and the content of the website.
Content writing though does not follow a specific format, yet is certainly guided by some
fundamental principles.

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 How to write an effective content?
 Focusonyourcustomers:remember,yourwebsitewillgainacceptanceamongyour
viewers only if it has something to offerthem.
 Choose a simple, impersonal style: your readers are not interested in judging your
scholarship.
 You have maximum of 15 seconds to grab your visitor‘sattention.

I have been told the way I need to frame a content of a different target sectors. The company
actually wanted to have a research about how online marketing helped such sectors in their
success.

Digital Campaign Development Cycle: Launch & Performance Tracking

 Product & project manager coordinate launch with all key stakeholders and monitor
performance throughout thecampaign

 Success metrics are monitored daily to determine how to better optimize the campaign.
Often alternative creative executions are developed throughout the campaign to reach
performance goals

 The Product manager distributes performance summaries weekly (if not daily) to key
stakeholders, especially seniorleadership.

 Digital marketing work is all about a team work and it always try to give best out of all.

 Time management is the big management lesson I have learnt as make individual more
divert to words itworks.

 How to do a formal communication, the way how to communicate with each levelof
management to get workdone.

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 Digitals categories:

• DigitalMedia:―Communicationsarefacilitatedthroughcontentandinteractiveservices
delivered by different digital technologyplatforms‖
• DigitalMarketing:―TheapplicationoftheInternetandrelateddigitaltechnologiesin
conjunction with traditional communications to achieve marketingobjectives‖
• Multichannel marketing: ―customer communications and product distribution are
supported by a combination of digital and traditional channels at different points in the
buyingcycle‖

Characteristics of Interactive Communications:

• From ‗push‘ to‗pull‘
• From monologue todialogue
• From one-to-many to one-to-some andone-to-one
• From one-to-many to many-to-manycommunications
• From ‗lean-back‘ to‗lean-forward‘
• Themediumchangesthenatureofstandardmarketingcommunicationstoolssuchas
advertising
Increased communications with intermediaries

Reasons for Increased Significance of Digital in the Media Mix

• Extendedreach

• Flattening frequency distribution (if audience viewing TV ads are exposed to too many, it
may decreasereturns)

• To reach different kinds ofaudiences

• To provide unique advantages in stressing different benefits based ondifferent

characteristics of eachmedium

• To add gross impressions if the other media is costefficient

• Reinforce message by using differentcreative

Key Challenges of Digital Communications Media:

• Complexity–someofthekeybenefitssuchaspersonalisation,testinganddynamic
variations can take time and sometimes specialist expertise toconfigure

• Responding to competitors – resource must be utilised to monitor online competitor

activity
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 • Responding to changes in technology – resource is required to ensure organisation can use
latest digital technology for marketingcampaigns.

• Cost – while digital media is generally cheaper than traditional media, need to consider
other resourcecosts.

• Attention – engaging with audiences is an increasing challenge due to marketingclutter.

Engagement Marketing Relies on Understanding:

• The customer as anindividual

• The customer‘s job, hobbies, andactions

• How to connect with customers seamlessly across channels and devices

• The ideal outcome of every customerinteraction

• Where customers spend their time both online andoffline

Principles of Digital Marketing Campaigns:

• Campaign (customer and market) insight – which data about customer and competitor
behaviouris available to inform ourdecision?

• Goalsettingandtracking–Whichspecificgoalsshouldbesetforonlinecampaignsand how do
we measure success? What response mechanisms will be mosteffective?

• Segmentation and Targeting – how can we target and reach our differentaudiences?

• Offer message and development – how do we specify our offer and keymessage?

• Budgeting and selecting the digital media mix – how should we set the budget and invest
in different forms of digitalmedia?

• Integration into overall media schedule andplan.

Customer and Market Insights for Digital Campaigns:

Examples of the types of customer and market insight from third-party research sources include:

• Site audience reach and composition – breakdown of audiences ondifferent

• Online buyer behaviour andpreferences

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 • Customer media consumption – usage of different offline and online media for different
audiences

• Customer search behaviour – keywords research (Google AdWordstool)

• Competitorcampaignactivity–currentadvertisingcampaignandpreviousseasonal
campaigns

• Competitor performance – reach and composition of competitorsites.

Digital Marketing Campaign Options:

• BrandBuilding

– Banneradvertising

– Sitesponsorship

– Viralcampaigns

– Online PR

– Strategic channelpartnerships

• Research & satisfactionmeasurement

– Personalised email with onlineincentives

• RelationshipBuilding

– Personalised emailmarketing

– Mobilemarketing

• Lead-Generation

– Email campaigns to new & existinglists

– Affiliatemarketing

– Strategic channelpartnerships

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 – Online promotions

• Sales - online &offline

– Strategic channelpartnerships

– Affiliate marketing (via high trafficsites)

– Personalised emailmarketing

– Online promotions

Items that marketers should test include:

• Tone ofvoice

• Keywords

• Types ofoffers

• Calls-to-action

• Headlines

• Links

• Mobile versions ofcontent

Targeting and Segmentation Approaches for a Digital Campaign:

• Relationship with company – Prospects, existing customers, lapsedcustomers

• Demographic segmentation – Age, gender, geographiclocation.

• As well as company size, industryserved

• Psychographicorattitudinalsegmentation–attitudestoriskandvaluewhenbuying(early
adopter, brandloyal)

• Value – current or historical and futurevalue

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 • Lifecycle stage – position in lifecycle, related to value andbehaviour

• Behaviour –searchtermsused, responsivenesstodifferenttypesofoffers,channel

preference

Qualit • Attention-
y grabbingcapability

• Stimulatingemotion
s

• Information content
anddetail

• Clutter

Selecting Digital Media Mix Quality

Time • Short leadtime

• Long exposure time

Selecting Digital Media Mix Time

Flexibility • Appeal to multiplesenses

• Personalisation

• Interactivity

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 Selecting Digital Media Mix Flexibility

Cos • Development/productio
t ncost

• Average media
deliverycost

Selecting Digital Media Mix Coverage

Coverage • Selectivity

• Pass-alongaudience

• Frequency/repeatexposure

• Average mediareach

Selecting Digital Media Mix

Cost Offer, Message Development and Creative:

Every Digital marketing communication should have a blend of 5 elements:

1. Idea forming – generating ideas in the customer‘s mind (brandpromise)

2. Relationship building – affinity, emotional bondingetc.

3. Sales activation – stimulating trial orpurchase.

4. Help – providing service and assistance to the customer relevant to theirneeds.

5. Product experience – using an interacting with the brand‘sdeliverables.

Tracking individual behavioral metrics online, including past purchases, searches, page views,
andmore,yieldsusefulinformationforbusinessestoapplytodigitalmarketingstrategies.By

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 eliminating the need to make sweeping assumptions about sizable demographics, which would
result in much more general and less effective campaigns, engagement marketing personalizes
brand experiences. As a result, customers feel more welcome, appreciated, and valued by
businesses, thus improving the chances these individuals will become brand loyalists and
advocates. With digital marketing added to the marketing mix, engagement with consumers
becomes more consistent and continuous throughout the customer lifecycle because campaigns
are optimized to be omni-channel. This means they exist in more than one format for customers to
easily view via mobile, desktop, or tablet throughout the day. An omni-channel approach
increases the likelihood a customer will respond positively to a campaign‘scall-to-action.

The digital ad industry is incredibly myopic. In the past year or so, the industry adopted the term
programmatic to describe how technology has permanently changed media buying. Prior to that,
the latest and greatest ad tech advancement was realtime bidding (RTB) -- the trading of online
media in an auction based environment. While the focus has shifted beyond RTB to the bigger
picture of programmatic media buying, many are still guilty of using these terms interchangeably.
RTB is not programmatic. The failure to distinguish the two could result in advertisers missing
out on one of the biggest technological leaps in decades. RTB is, in fact, a feature of
programmatic -- a subset. When RTB emerged in the market, the key players quickly grasped
what it meant and the smart ad tech companies built real-time bidders into their platforms. It did
not end there. The industry came to realize that the technological advancetarget to these
consumers can no longer be treated separately from the creative canvas that consumers engage
with. The industry needs to start thinking about the future opportunities of programmatic and not
constrain itself to the already limited definition of RTB. In the same way RTB became a catch-all
for display media buying, brands that are heavily reliant on engaging with their consumers will
turn to programmatic solutions. It‘s now possible to have the same always-on marketing plan but
to react to customer opinions and results automatically. Truly embracing programmatic -- and
ceasing calling it RTB -- will create new types of relationships between buyers and sellers and
unlock new possibilities to take collected data and make it actionable. mentwas not limited to an
auction and frictionless buying was possible across a much greater spectrum. RTB‘s key benefit
isproviding buyers with access to real-time inventory at scale -- at a price those buyers want to
pay. Yet changes in media consumption left buyers wanting to target across devices, gain more
flexibility, and transact directly with premium publishers. At that moment, private marketplaces
were born. Nearly all online media buying and selling systems accommodate direct private
relationships between buyers and sellers while maintaining the existing real-time pipes. This
allows vast amounts of data and impressions to pass between buyer and seller without necessarily
being part of the auction model. Programmatic methodology now surpasses the limitations of
RTB. Programmatic is automated buying, at a large scale, accomplished via a combination of
machine-based transactions, data, and algorithms. The process is guided by a human element,
with the end goal of centralizing data and generating meaningful intelligence that buyers or their
agencies can act upon quickly. Programmatic can serve marketers that don‘t bid in real-time and
also applies to disciplines outside of our digital media world. The strategy can be leveraged in out-
of-home mall kiosks, billboards, and potentially (one day soon) TV. The market has already
started moving in this direction, with pioneers such as Vistar Media saving marketers valuable
time on tedious one-off media buys. Brand marketers are faced with fragmented audiences
looking for their desired content in multiple locations and across devices. Theseconsumers
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 expect on-demand content capabilities and have short attention spans. Marketers will increasingly
need to rely on the cross-platform capabilities of programmatic to reach those consumers. The
data used to target to these consumers can no longer be treated separately from the creative
canvas that consumers engagewith.

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 CHAPTER- 6: RESULT AND CONCLUSION:

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 The internship project helped me to understand how the corporate business works. The various
departments and its functions and how all are interrelated to each other. Return on web is a
Digital Marketing firm which shows me the complete process of how they work at each
functional level, especially about the business development as it was my job profile. It is a basic
process for which intensive research is to be conducted to find out the target audience, clients,
sponsors, vendors etc. The business development process starts from research and ends at project
closure. This project has made me understand the various key- points which are is considered to
crack a deal, how to deal with differentpeople.

The company helped me to learn and meet a lot of corporate people, which helped me to
understand the business.

Learning Outcomes:

At the end of this session, students should be able to:

• Define and explain the digital communicationmix

• Analyse how digital and traditional marketingcompare
• Discusshowdigitalcampaignscanoffermarketersmorecreative,flexibleandresponsive
opportunities
• Explain the principles of digital marketingcampaigns

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 CHAPTER- 7: FUTURE SCOPE:

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 FUTURE SCOPE:

• GettoknowaboutchallengesandopportunitiesfordigitalmarketinginIndia.Gainbasic
understanding of SEO, SEM, SMM, ORM,etc.

• Fulfilling each requirement of client is very important regardless of whetherthat

requirement is small orbig.

• I learned how to pitch the client whilemeeting.

• Experienced the corporate feeling which gives me a goodexposure.

• I was able to put in practice what I have learnt in my first year of MMMcurriculum.

• Leadership quality, it's all about the impact you have on other people. You need tohave

• Leaders within an organization. Leaders will deal with the customer, project, etc. asa
leader.

• Healthy Competition forced to do better job the trick is to learn from yourcompetitors.

• Quicker than they can learn from you. Always look for your competitors'strengths.

The Power of Retargeting:

By tracking past interests, purchases, level of buying intent, and overall engagement, even
anonymous prospects who have visited your website can be retargeted based on their location,
industry, company size, targeted list, or behaviors. The result is better performing ads, stronger
ROI from your advertising spend, and the ability to nurture customers with a consistent, cross
channel experience. Retargeting works only when businesses are able to successfully track who
visits their sites and how they got there. With a platform like Market Ad Bridge, marketers
integrate a greater amount of data into retargeting efforts for both anonymous and known site
visitors. For anonymous visitors, those that the company has no contact information or concrete
names, marketers can send messages based on IP address location, industry, product interest,
buying intent, and much more. For known visitors, previous levels of engagement, current buyer
stage in the customer life cycle, and specific needs based on company profiles are incorporated
into targeted ads. Your audience expects an increasingly personalized experience online. By
tracking how customers engage with your brand across multiple channels, using a marketing
automation or a personalization tool, you can serve your audience with personalized ads on
multiple channels: such as additional websites visited and social. This activity is called
retargeting.
Digital marketing is fundamental to businesses‘ success in today‘s modern era of engagement
marketing. Promoting brands, products, and services online and through mobile applications is
quickly becoming table stakes. So as a marketer, you must get on board. But online advertising is
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 just the tip of the iceberg. Marketers have to dig deep into today‘s vast and intricate cross-channel
world to discover the most impactful strategies required to build a thriving business. Search
engine optimization, pay-per-click advertising, and conversion rate optimization techniques work
in tandem to demystify consumer behaviors, capture customers‘ attention, and turn people into
loyal buyers over time

No digital marketing campaign should be without these critical activities.

Engagement marketing is marketing that engages people towards a goal, wherever they are. And
it‘s marketing that is backed by both creative vision and hard data. Finally, it‘s marketing that
allows you to move quickly, shortening the amount of time between an idea and its outcome,
allowing you to create more—and better—targeted programs. Businesses can apply this type of
campaign to every stage in the customer lifecycle, a term used to describe the various stages
consumers go through when interacting with brands. In the past, marketers have relied on the
consistent chronology of the customer lifecycle, from brand awareness, to the first purchase, and
eventual brand loyalty. From an engagement marketing perspective, digital marketing techniques
go beyond simply keeping companies connected to consumer‘s based on past, predictable
behaviors. Digital marketing creates meaningful relationships between businesses and consumers
regardless of where or when a customer interacts with a brand.

Limitations and Future Research:

Perhaps the whole process of social media is being done incorrectly by higher education? There
are a number of different directions future research could take to better understand the use of
social media in higher education. Social media cannot be 44 completely ignored, but the question
is where and how can higher education use it to be most effective. The survey questions did not
address current, if any, interaction from colleges or universities. Perhaps the students are not
receiving information from higher education institutions and therefore don‘t know whether they
would prefer it or not. With no experience there may have been a default to other preferences that
are more familiar such as email. I believe information about their current experience with social
media and higher education could have a dramatic impact on responses. There is no question that
prospective students are using social media, so why are they not mixing this addiction with higher
education information gathering? A great follow up to this survey would be to find out why
students have chosen to stick with email and other commutations tools with regards to higher ed.
By gathering a more detailed background of the students‘ current understanding and situation, a
social media plan could be more effectively constructed. Is advertising on the social media
platforms that offer advertising effective at reaching the prospective students attention? Sites like
Facebook offer advertising. Would a student that clicks on a Facebook advertisement be more
likely to interact with a college or university through Facebook? I think that the advertising piece
plays an interesting role in how institutions attract the attention of students. I would like to see a
comparison between higher education institutions and other private businesses on Facebook.
What private companies do potential college students ―like‖ on Facebook and why did they
decide to like them? The rationale behind ―liking‖ 45 something or someone on Facebook, or on
other social media sites for that matter, is intriguing. Determining a common reason forthese
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 decisions could help increase connections to high school students through social media. On the
note of Facebook, it would be interesting to see how the implementation and growth of ―groups‖
within a Facebook page would change prospective higher education students‘ use of the social
networking site. For example, when a high school senior is admitted to a college or university
they are immediately invited to join a group on the college or universities Facebook page called,
―class of 20XX‖ group, based on their assumed graduation date. The group would provide a
community location for new students to interact with other new students prior to actually
attending the college or university. The students are instantly linked with a huge group of other
like-minded people preparing to begin a similar experience. The implications of a group like this
also carry far beyond perspective students. As those students graduate and move on they have a
continual community to interact with past roommates and friends. The group then becomes
valuable for the alumni office to keep in touch with former students. There is much to be learned
from this relatively new means of marketing and communication. Much of the challenge we face
in understanding how to best use these tools is the frequent evolution that social media has
notoriously become known for. A key piece to comprehension and effective use is understanding
the user and avoiding the pitfall of assumption and trends that have no support or evidence.
Unfortunately this process is ongoing, and will only be successful with constant data gathering
andadaption.

It‘s easy, simple and less costly than traditional marketing and is much more effective since you
can reach others through a convenient channel in their mobiles and hand-held devices. With
change in technology, digital marketing has become easy to implement and lots of automation of
copy & paste tasks in digital marketing have evolved.

A fresher could start his career with anything around twenty thousand rupees a month to several
lakhs, there is no cap in the maximum salary you could earn.

Scope of Digital Marketing Career Growth and its Future aspects in India

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 Digital Marketing Manager

Being a Digital Marketing Manager, one shall be managing a team of digital marketers and
combine the different aspects of digital marketing. For this you need to have a holistic view of
different processes and tools for digital marketing and a good understanding of how different mix
affects the overall marketing agenda. Digital Marketing Manager is the ace of any Digital
Marketing Career growth where you understand the big picture and can make the difference.

Content Marketing Manager

This aspect generally includes content like write ups, videos and social media posts. A content
marketing manager generally handles blogs, drip marketing campaigns, lead generation, social
media, email communications and video marketing.

Inbound Marketing Manager

An inbound marketing manager would be helping with attracting the customers without even
testing the product. It is kind of first impression which lures the customer to try and buy the
product. It‘s a very important aspect of digital marketing and Inbound Marketing Managers need
to be creative in their approach and mindset.

Social Media Marketing

Social Media Marketer generally use the social media and its tools to spread the awareness about
a product or a company or a person. With increasing foot falls to these social media platforms to
around one million each day, it has become a crowd puller and a very important landscape when
itcomes to digital marketing. Social Media Manager must be aware of different aspects of digital
marketing on social media and know-how of the tools andprocesses.

Search Engine Marketer

The online search tool is a very important aspect of Digital Marketing, as people often just type in
to the search bar rather than remembering what site they should visit to buy a product. A search
engine marketer should be able to use both paid and organic search engine marketing tools like
Pay PerClick and Keywords around which a website could rank high, as often people end their
research with top five listing on a search engine as their need is fulfilled by those top five listings.
You should be able to provide leads to your clients and then also help him convert these leads
into revenue. The whole set up must be understood well by a search engine marketer and should
be able to use it well to provide benefits to itscustomers.

Web Analytics

Understanding Data and Analytics and using to provide benefit to clients have come up a long
way. People have devised with time to understand different tools of digital marketing and how
different aspects can affect a marketing campaign for different customers. Web analytics with
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 evolving technologies like machine learning and artificial intelligence are sure to hit the road in
the coming time. They are being paid the best in the industry as they could drive inference with
just a short amount of time on aspects that would otherwise take months, and could steer the
overall digital marketing to altogether different direction. It is one aspect which shows what will
be the scope of digital marketing in future.

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 REFERANCES:

□ www.milmila.com

□ www.tutorialspoint.com

□ www.kln.ac.lk/fcms/ICBI2011/ICBI%20CD/.../Papers/ICT%20201.pdf

□ http://offers.hubspot.com/facebook-for-business
□ http://idagram.wordpress.com/2012/12/18/introduction-to-Instagram/

□ http://shodhganga.inflibnet.ac.in/bitstream/10603/1994/11/11chapter%203.pdf

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