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DATA R

Digital Analysing and Technical Assimilation Report

By:

Last Updated:

Wednesday, November 18, 2020

Internship Information


1) Roles


In APBC, the marketing department comes under D1. Below listed work comes under marketing department -


  • Promotion of website

  • Blog Content writing

  • Social Media Management

  • Content Marketing

  • Email Marketing

  • PPC

  • SEO

  • Market Research


2) Responsibilities


During these six months we have learned and participated in a wide variety of diverse activities and learned from very talented and experienced people. Our role and responsibilities are to create blog content for websites, do off page SEO for the website.



3) Blog Content For Website


We have created various content for the A Plan By Consultants (APBC) websites. For creating the content firstly we had done some research on the topic and then took some references from other website contents. Although the content we wrote was original, we had to take some help from outside websites as well in order to know what others are posting.


4)Guest Posting


Guest posting is a very unique way to drive traffic to your website. In this method, you create a blog that you post on other websites. In these blogs you can paste links of your own blogs, so that users can directly land on the intended blog. It is a short and a clean way to increase traffic on your crowd.


5) Content Marketing


Each social media platform has its own favorite content: Instagram is most popular for photos, YouTube for videos, Facebook, and Twitter for expressing your thoughts. Most of the time, we share content on Facebook and Twitter that we then ignore on YouTube and Instagram.

For example, let's say you wrote a step-by-step guide to creating a website on your company page. You can then create a YouTube video tutorial to go along with it and add the content URL in the description box.This way, Google visitors will find your content and YouTube researchers will get the video.

Always try to reset the purpose of the piece of content with your audience and resources in mind, and take advantage of the momentum that different types of content can get from different social media.



6)Social Networking



According to research, people are spending more time browsing social media now than they did a few years ago. A good off-page SEO strategy is to engage with and utilize the social network to increase the reach of your content.

When the content receives clicks from multiple IP addresses, it appears more reliable by sending a signal to Google that many visitors from all over the world are accessing the content.

If you have high-quality content with some realistic stats, it can be shared across networks, placing your content in front of a wider audience.



7) Work Structure



Every organisation has some work structure so this one also has work structure. This internship is mentor based meaning, Each department is assigned to a mentor, who takes the online sessions to each individual department. There are departmental calls where mentors inquire about the task assigned to us, brief us about the new developments in the company and how to work on these developments from a marketing point of view.



8) Time Frame



In APBC, there are different durations of internships - 2 months, 3 months and 6 months. As APBC was a Global Company, The interns had a choice to work on working time:- The European Timing i.e. 7pm to 1am (All 5 working days), the second option was Indian Timing i.e. 12pm to 6pm (Any 3 working days and weekends). The timings that I chose for the internship was 6 months and the timings for our work was the European timing.


Description of Internship Work


Chapter - 1



Digital Marketing Definition



Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops.

Digital Marketing is not only limited to digital medium and platforms but also to platforms where images can be shown in order to attract customers.



1.1.  Digital Marketing Categories

Digital Marketing falls into majorly 11 categories. These are listed below -

  • SEM or Search Engine Marketing : Bringing in traffic to your website via search engines through both paid and unpaid means.


  • SEO or Search Engine Optimization : It’s all about moving you up the search engine results page rankings to have better visibility for users searching for your website

  • PPC or Pay per click : It’s called PPC because your ad account is charged every time one of your adverts is clicked. The cost of each ad, or CPC (cost per click), depends on the quality score of your website and the selected keyword’s competition. PPC campaigns can be a short-term solution, and many use it to shift products or seasonal deals, as a way to boost revenue.

  • Social Media Marketing: Social media marketing is the process of working on marketing through social media. With social platforms like Facebook, Twitter, Instagram and Linkedin ever growing, businesses online need to invest in social media marketing in order to grow their following and reach a whole new pool of potential customers

  • Content Marketing: Some of the biggest brands in the world will actively post blogs, images and videos relating to their business that are entertaining and informative too. It’s what establishes your business as a brand and essentially what makes your customers like you more. It’s like promoting your brand without the aim of an incentive to sell anything behind your posts – simply providing information that is both enriching and engaging.

  • Email Marketing : Another form of marketing is email marketing. It’s a form of direct marketing which sends information, offers, blogs etc. directly to your mailing list’s inboxes. There are email marketing tools and agencies that can assist you. Email marketing is a great way of reaching your customers, interacting with them after purchases or even sending them a newsletter

  • Influencer / Affiliate Marketing: Both influencer and affiliate marketing utilise those in a position of ‘power’, usually social media influencers or industry experts etc. This is to assist you in marketing a product or service to their audience. It’s become more and more popular in recent years, through sites like Instagram and YouTube, where companies will enlist a well-known influencer, to promote their products or services on their social pages or affiliate websites services on their social pages or affiliate websites.

  • Viral Marketing : Some companies use those as a smart form of marketing. Whether it’s teaming up with a popular viral content creator, popular social media influencer or promoting it themselves, the idea of viral marketing is to create something shareworthy – by making it funny, on trend and topical.

  • Radio Advertising : Whilst radio used to be solely based on radio waves, it’s now all digital. Which means, radio advertising now falls into the realm of digital marketing. Radio ads are a great way to get your business or brand heard, and it’s never been easier to do with digital advertising.

  • Television Advertising : Radio isn’t the only thing to move over to digital. There are loads of options for those that want to advertise on television without paying expensive ad slot costs on prime time TV. However, even with the digital shift and social fragmentation of Television Advertising, some still consider the 30-second ad as being a vital advertising tool in the next few years.

  • Mobile Advertising : Mobile advertising is something that spans across all forms of digital marketing we’ve mentioned above. Whether it’s mobile social ads, mobile search ads or even mobile TV and radio ads, every form of digital marketing we’ve mentioned can be transferred to mobile. Businesses all over the world are shifting more of their advertising budget into mobile because consumers spend more time on their mobile devices more than any other device.

Chapter 2



Merits and Demerits of Digital Marketing



Merits


Demerits


Global reach : a website allows you to find new markets and trade globally for only a small investment.


Skills and training : You will need to ensure that your staff have the right knowledge and expertise to carry out digital marketing with success. Tools, platforms and trends change rapidly and it's vital that you keep up-to-date.


Lower cost : a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.


Time consuming : tasks such as optimising online advertising campaigns and creating marketing content can take up a lot of time. It's important to measure your results to ensure a return-on-investment.


Trackable, measurable results : measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.


High competition : while you can reach a global audience with digital marketing, you are also up against global competition. It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online.


Personalisation : if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.


Complaints and feedback : any negative feedback or criticism of your brand can be visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation.


Openness : by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.


Security and privacy issues : there are a number of legal considerations around collecting and using customer data for digital marketing purposes. Take care to comply with the rules regarding privacy and data protection.


Real Time Results : Unlike traditional methods, you can see in real time what’s working and what’s not for your online business. Through online marketing, you can know about:

the number of visitors to your site

the increase in the number of its subscribers

peak trading times


Dependability on Technology : The internet is prone to errors. Links may not work, landing pages may not load and age buttons just don’t simply do its job. This may be some of the reasons your prospect clients will move from your brand on to next.

Overview Of Internship Experience

In this internship we have done work in the area of marketing focussed mainly on digital marketing.

Tasks allocated during our internship are - content writing for website, SEO for the company’s website, social media marketing.

I made content for the company’s website on various topics but all of them are related to the organizational work culture. Some of the topics were -


“Off-Page SEO” refers to all of the activities that you and others do away from your website to raise the ranking of a page with search engines.
Other than the content writing we had done Off page SEO by posting some contents on other forums like the quora.com, answers.com, in.answers.yahoo.com etc .


I have also done Social Media marketing for the organisation. In tasks related to social media, I have posted my content on facebook and LinkedIn so that it would reach more and more audience.

Apart from that I have done events posting on facebook and LinkedIn that helped the company to show their working culture to the outside world like event posting. Calendar events are the posting of special occasions on facebook like to celebrate the world international literacy day, world teachers day and so many other events.

Guest Posting is one of the off-page seo that can direct a large amount of traffic to the website. I have searched a large number of websites offering guest posting but there are very few branded or top-notch companies that offer this kind of service.


Note by Akanksha Chaudhary

(Digital Marketing Intern)


In the month of July 2020 I was trying my luck to get selected somewhere and then in the mid of July I got selected in A plan by the Consultant (APBC) organisation. I was so overwhelmed and excited to join this firm. The internship was for 6 months.

My internship experience with this organisation has been wonderful. Apart from the knowledge that I had, I learnt many other new things which I had not worked on earlier. These new tasks were content writing, SEO, Analytics. Also this internship gives me the opportunity to learn more and also teach me the value of time management. This internship has provided me with an excellent environment and workspace and a fantastic team to work with.

I express my most profound gratitude to the mentor A Plan by Consultants to teach and guide me and keep me on the right path.


Note by Lakshay Sharma

(Digital Marketing Intern)


By the midst of August 2020, I applied and got selected for the position of an intern as a Digital Marketer at A Plan By Consultant (APBC). The internship was for 6 months. I applied for this post just to learn the tactics and working structure of the corporate marketing world.

A Plan By Consultant is a consulting firm growing at a very fast rate in India and It seemed to me as a great opportunity. The company treated me as a  regular employee. I had to sign an agreement with the company. Then my journey with APBC started.

APBC has provided me an opportunity to learn and work in the marketing field. I learned a lot of things apart from my previous knowledge of the marketing field while working in APBC. Content writing,  SEO, Guest posting, Email marketing, Analytics, Facebook marketing and many more.

I express my most profound gratitude to the mentor A Plan by Consultants to teach and guide me and keep me on the right path. After 6 months of this internship, I can say that I have gained a vast amount of knowledge and hands-on experience that can help in my career.

Conclusion


By completing this report I have learned a lot that will help enrich my knowledge and experience. I was glad to be able to join a team that has ingrained positivity and friendliness. Each and every one that I have worked within the organisation has helped  me fit into the corporate environment.


Overall experience that I have got from this internship program would be an unforgettable experience and this would be working as a direction to my future career. I have done a major in Marketing and I had to work in the content and digital marketing department and this has increased my knowledge level in the digital marketing sector.

In today’s modern age of technology and innovation, people are almost always occupied with something or the other to do. No longer do people only sit in front of the television after a day of hard work. As people are always on the move, smartphones have now become the media to witness all the day’s happening activities as content include podcasts, news and YouTube views  etc. Such drastic changes in the way people view content is a testament to the impact of the Digital  Marketing Industry.

To conclude, my internship helped me to develop essential skills and build the  confidence I needed by performing tasks in the company. I believe that I still have a lot to learn from them and a lot more to contribute. I am looking forward to continuing working here in the future.

Contributors Description


Name : Akanksha Chaudhary (B.Tech in IT)

College Name: Gurgaon College of Engineering For Women

Designation: Professional


Description

Had prior experience in digital marketing. I have a keen interest in the digital marketing field. Had worked on paid marketing earlier and gained knowledge of other areas of digital marketing from this internship.


Name: Lakshay Sharma (B.Tech in CSE)

College Name: Bhagwan Parshuram Institute Of Technology

Designation: Student


Description

Fresher in the field of Marketing. Learning new ways to combine them with the old ones to maximize the output that can help to expand the reach. According to me, Marketing is not limited to the product but also with the process of creating it.

Contributors

Priyansh Parwani

Priyansh Parwani

Designation and Postion: Duration of Internship: Date (From-to): Contributor's Description: Profile Link: