Summer Internship 2020

MIDWAY REPORT

Midway Report of Summer Internship

With Growth Natives
In the partial fulfilment of the degree of

Masters of Business Administration

Submitted By
Riya Verma (501904049)

Supervised By
Mr Uddeshya Rana – Industry Mentor
Dr Pradeep Kumar Gupta – College Mentor

LM Thapar School of Management

Thapar University
Punjab, India

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Name Riya Verma

Roll No 501904049
Project Title Product marketing & Research
Internship Duration 15th June-5th August
Industry Mentor Uddeshya Rana
College Mentor Prof. Pradeep Kumar Gupta

About the Company

Growth Natives is a trusted modern Marketing and Customer Engagement Agency that
combines state-of-the-art technology with creative passion, enabling true digital experiences.

Growth Natives builds experiences driven by Marketing Automation for the customer’s
digital journey across multiple channels. Using the right mix of marketing technology and
creativity to enable growth hacking. Attract the right audience, Convert them to valuable
customers and Regrow relationships for a lifetime.

The company is basically involved in building customer-centric and data-driven digital

experiences by connecting the dots of your customer journeys. Using the right marketing,
sales and CRM technology and creativity to attract the right audience, convert them to
valuable customers and continuously regrow relationships for a lifetime.

Managerial Problem/Opportunity being addressed

Every Business has a vision of growth and wants to upscale their business operations by serving the
customers with the best and making the customer experience great and at the same time standing out
from the competitors. But all this requires great efforts of research work and carrying out the audits of
the competitors on the basis of their website, brand awareness, their paid ads, display ads etc.

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Managerial Solution
Growth Natives constantly focuses on, serving their clients with the best solutions, by formulating
exclusive Digital marketing strategies, Growth Natives aims to increase the reach, audience and traffic
of their client’s business.

As we know, digitalization is growing with leaps and bounds and in this era of digitalization, it is very
necessary to first analyze the market, customer needs and preferences, before formulating strategies of
marketing.

Under this project, I constantly worked on the solution for the managerial problem stated above. And
as a solution, I was engaged in carrying out the research work, to become familiar with the intent of
the audience, their preferences and needs. Once we become familiar with the needs of our audience,
the next step is to formulate and implement the strategy of driving more traffic.

The solution to the managerial problem, was achieved over weeks, by performing various tasks of
market research, competitors analysis and search ads campaign creation.

Project Objectives
 Defining the USP’s to stand out from the competitors and attract growth: The
main objective of carrying out the competitors audit is to closely analyze and monitor
the behavior and strategies of the competitors and compare it with ours in order to
perform better than the competitors and define the USP that will help us in standing
out from the competitors.
 Increase search results ranking, attract more traffic and accurately target the
leads:
Carrying out the keyword research in order to analyze the relevant keywords and the
backlinks that will help in increasing the ranking on the search results in order to
increase the visibility and attract more traffic to the site. Also, the keywords research
helps in becoming familiar with the intent, preferences of the customers. The
keywords research not only helps us to know about the keywords with maximum
search volume, but also helps us to know what actually the customer needs and
searches for over the search engine,

 Identifying the appropriate strategies to increase customer engagement and

retention via social media platforms and digital marketing:

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Analyzing the traffic on the various social media platforms and identifying what
strategies are engaging the customers more on the social media pages of the business
and revising those strategies and techniques which are not performing well.
Also to spy on the competitors social media pages in order to be familiar with their
strategies and techniques, so that we can adopt for better strategies and get inspiration
at the same time from the competitors.
And after researching, formulating the appropriate ad campaigns for the target
audience to generate more leads and traffic.

Methodology
As, the project was based on “Product marketing and research, the methodology used
was, data collection, primary as well as secondary.
The primary data involved, the Growth Native’s, marketing strategies, followed to
achieve their project objectives, the company was majorly involved in inbound
marketing strategies, so the primary data collection, was based on the company’s
strategies.
The secondary data was collected from the market using various tools, SEMrush,
GOOGLE keywords planner, AHREFS, MOZ, are some to mention.

Work Done

Week-01

Objective: The objective of the tasks done in week-01 was to understand the project
and understand the competitors’ strategy.

Methodology: Secondary data collection, from websites and social media platforms
of the competitors.

 In the week-01, I worked on competitor’s analysis, for the project “wedwe”. Most of
the data was collected through the secondary sources, i.e., the websites, social media
platforms of the competitors.
 I collected the data and prepared an analysis sheet, with various points, highlighting
the strategies of the competitors and how they were different from “wedwe” design.

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 The primary objective of this task was to understand the marketing strategies of the
competitors, to analyze the website of the competitor from a functionality point of
view and to define the USP of our own project/product.

Task Proof:

Week-02

Objective: The tasks performed in week-02 were designed to achieve the objective of
increasing, search engine rankings. In order to attract more traffic and increase leads.

Methodology: Secondary data collection, using various software and tools like
SEMrush, Google keywords planner and MOZ.

 In the week-02, I did an exhaustive keywords research, for the project “wedwe”. The
objective of the keywords research was to know the search volume of the targeted
keywords.
 Also, to get more keywords ideas, that could be targeted in order to increase the
search engine rankings, and attract more traffic.
 For, this purpose I also had a session with my mentor on keywords research, in order
to perform the task more efficiently.

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Task Proof:

Week-03
Objective: The objective achieved by performing the tasks, planned for week-03, was
to get a better knowledge and understanding of the strategies and performance
analysis of the competitors.

Methodology: Secondary data collection, using tools like SEMrush, AHREFS,

Eboost ad spy, GT matrix and social media platform LinkedIn.

 In week-03, I worked on carrying out a digital marketing audit, for the primary
competitor of “wedwe”.

 Through, this task I learned, various new tools and their importance and usage.
 In this task, I carried out a detailed digital marketing audit of the competitor,
analyzing the:

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Digital Marketing Audit checkpoints Tools Used

Traffic and domain analytics AHREFS

Keywords they bid on SEMrush

Backlinks analysis SEMrush
Page speed GT matrix
PPC KEYWORDS bidding SEMrush
SEMrush
Search ads run by the competitor
Display ads run by the competitor SEMrush
Facebook ads run by the competitor Eboost ad spy
LinkedIn ads run by the competitor LinkedIn

 I also had a session, with my mentor on how to effectively do competitors

analysis and digital marketing audit in order to perform the task with more
efficiency.

Task Proof:

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Week-04
Objective: The tasks performed in the week-04, helped in achieving the objective of
analyzing the competitor’s blog writing strategy.

Methodology: Secondary data collection using competitor’s website and Google

keywords planner.

 In the week-04, I carried out blog strategy analysis, of the various competitors
of the “wedwe”.
 In, this week, I teamed up with fellow intern, to execute this task more
effectively and efficiently, performing this task in team, helped me gaining
experience of teamwork as well.
 I closely monitored and read the various blog posts of the competitors, to
understand their writing pattern, style, techniques and strategies of using the
keywords to increase their traffic.
 In, this week, I was also involved in a task of search ad campaign creation for
“yaypay”, the objective of this task was to increase the traffic and leads of
“yaypay”, through search ads.

Task Proof:

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Week-05
Objective: The objective achieved, by the task designed for week-05, was to increase
search engine rankings, attract more traffic and generate more leads.

Methodology: Secondary data collection, using Google keywords Planner.

 In this week, I did an exhaustive keywords research for “techno mile”.

 Techno mile, being a typical market niche, wanted to increase it’s traffic by bidding
on right keywords, which required an exhaustive keywords research.
 In order, to come up with smart keywords, I read the content and blogs on the website
of techno mile, and then generated some keyword combinations.

Task Proof:

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Major challenges or innovation

 Pulling out smart keywords: Pulling out smart and effective keywords was a major
challenge, as coming up with right keywords is very important to generate more traffic
and attract more audience on the site of the product. Carrying out an exhaustive
keywords research using tools, that I wasn’t familiar with was a challenge. In order to
efficiently perform the keywords research, I had to try my hands on the various
analytical tools, which I was not familiar with.
 Creating attractive ad campaigns: another major challenge faced by me during my
internship, was to create attractive search ad campaigns, and it required usage of good
keywords and writing engaging ad headlines and description, to increase the CTR.
 Digital marketing audit: Performing the digital marketing audit, was also a challenge
for me, as it involved a lot of technical things, which I was not familiar with, I tried
my hands on various tools and carried out the audit, analyzed various points and learnt
usage of various software applications and tools.

Remaining tasks to be completed in future

Further, more exhaustive keywords research on techno mile is to be done as per the client
requirement, and also to learn more of marketing strategies, to attract more traffic and
generate more leads for the product.

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