A PROJECT REPORT ON

DIGITAL MARKETING SERVICES

BY

KATHAN SHAH

(AIIE) (2017 – 2021)

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 ACKNOWLEDGEMENT

The internship opportunity I had with ESC Works was a great chance for learning and professional
development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to
be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who
led me though this internship period.

Bearing in mind previous I am using this opportunity to express my deepest gratitude and special thanks to the
MD of ESC Works who in spite of being extraordinarily busy with his duties, took time out to hear, guide and
keep me on the correct path and allowing me to carry out my project at their esteemed organization and
extending during the training.

I perceive as this opportunity as a big milestone in my career development. I will strive to use gained skills and
knowledge in the best possible way, and I will continue to work on their improvement, in order to attain
desired career objectives. Hope to continue cooperation with all of you in the future.

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 CONTENT

Sr. No Title
1. Introduction
2. Project figures
4. Company profile
5. Scope of the project
6. Technology used
7. Objective of the project
8. Project Users
9. Methodology
10. Experimentation
11. Deliverables
12. Conclusion
13. Internship take Away

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 INTRODUCTION

As a part of the curriculum the internship programme was to be conducted for a period of one
month. As my interest and curiosity was in digital marketing I choose to work with a company
named Esc Works.

Due to this summer internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media). With the help of the research we got a flow
of what are the major criterias we need to have. One had to identify various sectors in the
market that actually have a need of digital marketing services.

Digital marketing startup 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 get ready.
It was an amazing experience working virtually and on field. I came to many new terminologies
of digital marketing, corporate world etc. The project contain the task which has been done by
me during my internship as well as what I have learnt from it.

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 STATISTICS AND FIGURES
1. On average, email marketing has a 4400% ROI.
2. Welcome emails have an average open rate of 82%.
3. 91% of email users have unsubscribed from a company email they previously opted-in to.
4. 102.6 trillion emails are sent and received each year, and that number is rising.
5. 49% of all emails are opened on mobile devices.
6. 54% of all emails are classified as spam.
7. Mobile users engage with emails the least out of tablet and PC users.
8. 74% of marketers say targeted personalization increases customer engagement.
9. 95% of companies using marketing automation are taking advantage of email marketing.
10. The most opened emails related to hobbies, with an open rate of 27%.

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 COMPANY PROFILE

ESC Works Pvt. Ltd. is Ahmedabad based digital marketing & web development firm focused on
providing you business-centric strategic solutions. ESC Works is positioned at innovation, creativity,
knowledge and technology to achieve your business goals.

Vision

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

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 SERVICES PROVIDED

These imperatives are enabled by a portfolio of cross-industry capabilities, brought together in

three integrated service lines.

Digital Marketing Online & Mobile based learning

Services
Rethink your digital business
strategy, create and integrate Provide content digitization, online-
digital operations and mobile assessment tools, LMS,
processes to deliver the Compliance management system,
customer value proposition rapid authoring tools and articulate.

Web technology services

Evolve and transform your business

processes to gain competitive
advantage and enter new markets.

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Digital marketing:

According to a survey, the top priority in digital marketing investment will be to improve commerce
experiences through social marketing, content creation and management and mobile marketing. Key
findings also revealed that a companies’ marketing success relies mostly on their website, social
marketing, and digital advertising, which are all parts of digital marketing. In addition, savings
made by using digital marketing can be reinvested elsewhere. Normally, companies spend 10
percent of their revenue on marketing and 2.4 percent on digital marketing, which will increase to 9
percent in the future.

Content marketing communication strategies

Marketing communication strategies are very important nowadays than before. An optimized
informative content can connect with customers and enabling them to interact with. Therefore,
effective and efficient content marketing strategies will influence customer’s positive interaction
with a product and service even it will increase investment of returns.

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 SCOPE OF THE PROJECT

Marketing and Management is very important for any business enterprise .This project aims at projecting
client servicing and business development process.

This project helps me to get the reality check of a market where actual comparison between the
classroom knowledge and the real situation can be done. By just learning theory and facing
actual situations it concepts and practices might vary. The project helps to understand the different
concepts of digital marketing, but while implementing it might differ from situation to situation.

This project helps to understand and know how to deal with different kinds of customers or a
clients and how to make an impressive online campaigns. Hence it opens up the several opportunities
in one of the fastest growing field i.e. digital marketing.

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 OBJECTIVE OF THE PROJECT

• To project the role of digital marketing in Esc Works.

• To project the different criteria of digital marketing services.

• To analyze the approach which help them to get more business?

• To know how to pitch a client while meeting basically how to talk, what to talk, how to
make client engage in your conversation.

• To know the right way of writing a proper content for the E-mailers.
.
• To project the growth of Digital marketing.

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 METHODOLOGY AND EXPERIMENTATIONS
Digital 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.

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DIGITAL MARKETING CHANNELS

1. SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's un-paid 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.

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 the another SEO
tactic.

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SEM (Search Engine Marketing)

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 through optimization and
advertising. SEM may use search engine optimization , which adjusts or rewrites website content to
achieve a higher ranking in search engine results pages, or use pay per click listings.

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2. SMM (Social Media Marketing)

Social media marketing is the process of gaining website traffic or attention through social
media sites.

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.

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Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals. With
over one billion users, facebook is the most used social media platform in the world.

Facebook marketing requires a good intellects and unique thinking to make the campaign
effective.

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Linked in Marketing

LinkedIn is the world's largest social network for professionals. With over 161 million registered
users in more than 200 countries, more than two million companies have created LinkedIn
Company Pages to vie for their attention. If one is in business this platform is very useful to connect
with companies directors and marketing person.

Pinterest
It is a visual discovery social network. One can crete his own online pinboards to suit any theme and
share it with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting advertisements for women pinterest is
the right platform.

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Instagram
Instgram, the new revolutionary photo-sharing program, making it easier than ever to share your
best pictures with the world. The social media program allow you to upload, add digital filters,
and then post your pictures on your Instagram-feed, as well as other social networking sites. One
can connect Instgram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and email account.
This makes it easy to share pictures on multiple platforms all at once.

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Google +
Google has described Google+ as a "social layer" that enhances many of its online properties, and
that it is not simply a social networking website, but also an authorship tool that associates web-
content directly with its author. It is the second-largest social networking site in the world after
Facebook. 540 million monthly active users are part of the Identity service site, by interacting socially

with Google+'s enhanced properties, like Gmail, +1 button, and YouTube comments..In October 2013,
Google counted 540 million active users who used at least one Google+ service, of which 300 million
users are active.

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 2. ODA (Online Display Ads)
Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.

3. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process
include-
▪ Undertake the comprehensive research and analysis the online content.
▪ Track your users’ actions and opinions about brand.
▪ Reduce your risk of featuring amongst the negative user sentiments.
▪ Enhance your web presence and create positive perceptions.

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 4. Email Marketing

It usually involves using email to send ads, request business, or solicit sales or donations, and is
meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists
or current customer database

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 DELIVERABLES

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 clients initially.
Sometimes they may send teaser E-mailer of a similar domain to the clients before approaching
them.

1. Market 2. Database
Analysis and Creation of
Market Research clients

4. Fixing meeting 3. Cold Calling

5. Proposal
Making for 6. Project Closure
Clients

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 MARKET ANALYSIS AND 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 projecting the online habits of different sectors keeping
competitors in mind.

The proper market research make 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 of time.

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

After market research comes the database creation.

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 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.
The database of the HealthCare Polyclinic was handled and operated by me.

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 COLD CALLING

Cold calling is the sales process of approaching prospective customers or clients—typically via
telephone, by email or through making a connection on a social network—who were not
expecting such an interaction. A cold call is usually the start of a sales process generally known as
telemarketing.

It includes contacting the concerned person, explaining him 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.

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.

During my internship total numbers of calls made by me was around 50, calls to health care sector
and fitness sectors.

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 FIXING MEETINGS

The next step is fixing meeting, it stage 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 fixed the 10 meetings out of which 3 was attended by
me and 2 were 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 classrooms to the boardroom.

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 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 known 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.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.

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 PROJECT CLOSURE

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 clients requirement or the digital marketing channels choose by him/her.

Company make an roadmap or monthly plans of the 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.

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 FACEBOOK GENERIC POSTING

For face book posting you firstly need to understand and project the company profile or its domain
well accordingly one can plan a SMM plan especially face book posting plan which gave an idea
what can be posted on a page to get a maximum engagement.

I was doing a generic posting of six existing clients face book page of a company. I was handling
the three real estate company page, one NGO page, in house pages and one page of different
sector.

Before making a plan I did a proper research of the related sectors face book pages of other
companies in order to know what others are doing, which post create the more curiosity,
engagement, accordingly I framed my weekly plan. While keeping in mind the theme of the page
and creativity.

I mostly post the interactive posts on the face book pages so that fans can interact, comment, like
and share. It is because during my research I came to know people respond more to either for
interactive post or for creativity or innovative idea.
The social media platforms of HealthCare Polyclinic in Bopal , Ahmedabad was handled by
my team of Esc Works.

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 CONCLUSION

The summer 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. ESC Works is an
Ahmedabad based Web Services firm which showed 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 different people.

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

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 INTERNSHIP TAKE AWAY

▪ Get to know about challenges and opportunities for digital marketing in India.
▪ Gain basic understanding of SEO, SEM, SMM, ORM, etc
▪ Fulfilling each and every requirement of client is very important regardless of whether that
requirement is small or big.
▪ I learned how to pitch the client while meeting.
▪ I experienced the corporate feeling which gives me a good exposure.
▪ Digital marketing work is all about a team work and it always try to give best out of all.
▪ How to do a formal communication, the way how to communicate with each level of
management to get work done.

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